The short answer
The Marketing Hourglass, created by John Jantsch of Duct Tape Marketing, is a seven-stage model of the customer journey: Know, Like, Trust, Try, Buy, Repeat and Refer. Unlike a sales funnel, which ends at the sale, the Hourglass keeps going after the purchase, because repeat business and referrals are where most small businesses make their money.
The sales funnel is a picture of how a company sees its customers: lots of people go in at the top, a few come out at the bottom as buyers, and the job is done. It's a useful picture if your only goal is the first sale.
For most small businesses the first sale isn't where the money is. It's in the second and third purchase, and in the people a happy customer sends you. The funnel has nothing to say about any of that.
The Marketing Hourglass is John Jantsch's answer, and it's the backbone of the Duct Tape Marketing method we use. Picture a funnel with a second one underneath it, upside down. The top half narrows toward the sale. The bottom half widens again as customers come back and bring others. There are seven stages, and each one comes with a question worth asking about your own business.
Know
Someone finds out you exist: an ad, a search result, a mention from a friend, an answer from an AI assistant. Ask: where would a stranger with this problem first hear about us?
Like
They take a second look at your website, your profile or an article, and decide whether you're worth more attention. Ask: does what they find sound like it was written for them?
Trust
They look for proof: reviews, testimonials, credentials, results. Ask: can a buyer find recent evidence without having to request it?
Try
They take a small step that costs them little: an assessment, an audit, a consultation, a sample. Ask: what can someone say yes to before they're ready to buy?
Buy
The purchase, and everything about how it feels: the proposal, the onboarding, the first week. Ask: is buying from us as good as we said it would be?
Repeat
They buy again, or buy more. Ask: what do we offer a customer once the first job is done?
Refer
They send you people like them. Ask: do we ask for referrals at a set moment, or just hope for them?
How to use it
Answer the seven questions honestly. Most owners find two or three stages where the answer is "we don't really do anything." Those gaps are your marketing plan.
A weak Try stage means prospects have to jump from reading your website straight to a sales call. A missing Refer stage means your best source of new business runs on luck.
You don't need more activity at the stages that already work. You need something at the stages where there's nothing.
We map all seven in every Strategy First engagement. For a quick read on your own business, the free assessment covers the same ground in ten questions.
Frequently asked questions
What are the seven stages of the Marketing Hourglass?
Know, Like, Trust, Try, Buy, Repeat and Refer. The first four lead up to the sale, Buy is the purchase itself, and the last two cover what happens after it.
What is the difference between the Marketing Hourglass and a sales funnel?
A funnel ends when someone buys. The Hourglass adds a second half after the sale, where customers buy again and refer others, which is where much of a small business's profit comes from.
Who created the Marketing Hourglass?
John Jantsch, the founder of Duct Tape Marketing. It is the backbone of the Duct Tape Marketing method, which The fCMO Agency uses as a certified advisor.
What is the Try stage in the Marketing Hourglass?
A small, low-cost step a prospect can say yes to before they are ready to buy, such as an assessment, an audit, a consultation or a sample.
How do I use the Marketing Hourglass for my business?
Answer one honest question for each stage. Most owners find two or three stages where they do nothing at all. Those gaps are your marketing plan.
Stephen Conley
Founder of The fCMO Agency and Gisteo, and a Certified Duct Tape Marketing advisor.
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