The Marketing Hourglass Revealed: How to Turn Strangers Into Raving Fans

From Funnel to Hourglass

Traditional marketing funnels focus mainly on lead generation and sales, but the marketing hourglass model extends beyond purchase to include stages that nurture client loyalty and advocacy. This model recognizes that true growth comes from repeat business and referrals.

The Seven Stages of the Hourglass

The journey begins with suspects—potential clients who fit your profile but haven’t engaged. Next come prospects who show interest, then clients who make purchases. Beyond this are repeat clients, advocates who refer others, and finally champions who actively promote your brand.

Designing Offers for Each Stage

Free reports, newsletters, or workshops attract suspects and convert them to prospects. Trial or low-cost products reduce barriers for prospects to become clients. Premium services deepen client relationships. Referral programs and exclusive memberships empower advocates and champions.

Mapping and Improving the Journey

Documenting every touchpoint helps identify missing offers or weak interactions that could be strengthened. For example, a business might add a members-only educational series to deepen engagement or create a referral incentive program to reward advocates.

Conclusion: The marketing hourglass transforms marketing from a transactional funnel into a relationship-building system. By nurturing clients at every stage, you create a loyal base that fuels predictable, sustainable growth.