DMEXCO @home 2021: From Funnels to Flywheels

The standard, linear marketing funnel is etched into the minds of marketers everywhere. Awareness, interest, consideration, intent, evaluation, and purchase -- sound familiar? Meanwhile startups have embraced slightly less rigid models like Dave McClure’s “Pirate Metrics”: acquisition, activation, retention, referral, and revenue. In a sense, these begin where the marketing funnel leave off, but are fairly linear nonetheless.

The digital product (and marketing) powerhouses of today are going a level deeper. They are embracing non-linear effects and “virtuous loops” (aka Product Flywheels) to build engines of growth that are self-reinforcing. We will explore the product flywheel concept, with a specific focus on marketing/product collaboration.

This talk will give you the tools you need to go a level deeper than traditional funnels within your own company.