The Power of the
Marketing Hourglass
The Marketing Hourglass™
From Transactions to Trust and Beyond
Why Funnels Fall Short
Most startups are told to think in terms of a funnel. Pack the top with leads, push them through, and celebrate when they buy.
The funnel ends at the sale, ignoring what happens after the transaction.
It creates gaps and friction points where customers drop out, feel lost, or never return.
It leaves founders asking: “Why don’t we have more adoption, retention, or referrals?”
Funnels chase visibility. But visibility alone doesn’t build growth. Trust does.
The Power of the Hourglass
The Marketing Hourglass™ flips the funnel on its head. It recognizes that your customer journey doesn’t end with a purchase — it begins there.
By designing for every stage of the journey.
Know → Like → Trust → Try → Buy → Repeat → Refer
Clarity at the top. People know exactly who you are and why you matter.
Confidence in the middle. They see proof, feel trust, and take the next step.
Connection at the bottom. They buy, return, and refer because the experience is seamless.
The Hourglass turns marketing into a compounding growth engine, where each customer interaction builds momentum for the next.
Why It Matters for Founders
When you’re building something new, your biggest challenge isn’t getting seen. It’s getting believed in.
The Marketing Hourglass™ helps you:
✅ Identify gaps and friction points in your customer journey.
✅ Align your messaging so every stage feels seamless.
✅ Build trust before, during, and long after the sale.
✅ Transform one-time buyers into loyal advocates who bring others with them.
Growth isn’t about shouting louder at the top of a funnel. It’s about removing friction, creating flow, and building trust that lasts.
How Thavma Uses the Hourglass
At Thavma Consulting, the Marketing Hourglass™ is woven into everything we do:
In our Strategy Blueprint, we map your journey, uncover friction, and design a roadmap that removes barriers to growth.
In our Fractional CMO engagements, we bring the Hourglass to life, activating campaigns, content, and customer experiences that keep people moving smoothly through every stage.
Because when trust is built into the journey, growth doesn’t stall, it accelerates.
Ready to turn your customer journey into your biggest growth advantage?
Let’s build your Marketing Hourglass™ together.
Bill Murray, CEO/Wicklow Healthcare Advisory
“Fotine offered thoughtful, strategic perspectives that challenged our thinking in a constructive way and helped us consider new angles for growth and brand positioning. Her professionalism, marketing expertise, and collaborative style left a strong impression.”
Contact Us
Your veterinary startup has the potential to make a lasting impact—let’s ensure your marketing reflects that. Whether you're launching, scaling, or refining your strategy, we're here to guide you every step of the way. Ready to transform your business from startup to standout? Let’s connect today.
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