The Marketing Helix

The model for customers in motion.

On this page

  1. 01Why the model exists
  2. 02The principles

In brief

The Marketing Helix is a customer behavior model where customers remain in motion as trust and relevance pull the most aligned marketing closer.

The Marketing Helix: The Model for Customers in MotionWhat the Helix adds to the funnel. Published by Marketing Helix.
What is happening to the customer inside the funnel?Mike Millett on MarketingOB1.

Why the model existsCustomers keep moving inside the funnel, before it and after it.

Customer priorities change.
Budgets change.
Problems appear.
Timing changes.
Attention moves.

Reviews, referrals, search results, advertising, reputation and competing choices surround the customer while all of that is happening.

The Marketing Helix treats that motion as the starting condition rather than an exception.

One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after itOne customer is a dark straight line moving left to right; it is already under way at the left edge and ends in an arrow. One blue line orbits it the whole way: a marketing message moving around the customer. A pale marketing funnel lies on its side behind the middle stretch, wide intake on the left, short neck on the right, ending at a point marked purchase. The funnel is partly translucent: inside it the orbit is seen through the funnel, a little fainter, but it is the same unbroken line. The orbit is wide before the funnel, draws gradually closer to the customer, and continues past the purchase at its closest. The funnel does not pull the message in. This is one illustrative journey that ends in a purchase; it does not say every customer buys or that trust always lasts afterward.PurchaseCustomerMarketing messageOne marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after itOne customer is a dark straight line moving left to right; it is already under way at the left edge and ends in an arrow. One blue line orbits it the whole way: a marketing message moving around the customer. A pale marketing funnel lies on its side behind the middle stretch, wide intake on the left, short neck on the right, ending at a point marked purchase. The funnel is partly translucent: inside it the orbit is seen through the funnel, a little fainter, but it is the same unbroken line. The orbit is wide before the funnel, draws gradually closer to the customer, and continues past the purchase at its closest. The funnel does not pull the message in. This is one illustrative journey that ends in a purchase; it does not say every customer buys or that trust always lasts afterward.PurchaseCustomerMarketing messageOne marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after itOne customer is a dark straight line moving left to right; it is already under way at the left edge and ends in an arrow. One blue line orbits it the whole way: a marketing message moving around the customer. A pale marketing funnel lies on its side behind the middle stretch, wide intake on the left, short neck on the right, ending at a point marked purchase. The funnel is partly translucent: inside it the orbit is seen through the funnel, a little fainter, but it is the same unbroken line. The orbit is wide before the funnel, draws gradually closer to the customer, and continues past the purchase at its closest. The funnel does not pull the message in. This is one illustrative journey that ends in a purchase; it does not say every customer buys or that trust always lasts afterward.PurchaseCustomerMarketing message
The funnel tracks the process. The Helix shows marketing drawing closer to a customer as trust, relevance, and timing align.

The principlesSeven parts of one model.

The customer at the center

The system begins with a specific customer, their needs, trust level, timing, identity, objections and intent.

Customers in motion

Customers move through life and business as attention shifts, budgets change, problems appear and priorities evolve.

Marketing in orbit

Marketing surrounds the customer through advertising, referrals, reviews, search, content and reputation.

Pull through trust and relevance

The most aligned and trusted marketing moves closer while weak or mistimed marketing fades.

Purchase at multiple points

Purchases happen when timing, trust, urgency and fit align, not at the end of a fixed sequence.

The Post-Purchase Helix

Retention, loyalty, repeat purchases, referrals and advocacy require equal focus as acquisition.

Gravity effects

As trust compounds, customers and their advocacy attract future customers.

Explore the full Marketing Helix