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Episode Overview
In this solo episode of the Duct Tape Marketing Podcast, marketing expert John Jantsch dives deep into the ways artificial intelligence is reshaping the customer journey. He revisits the foundational concept of the Marketing Hourglass and explores how every stage—from awareness to referral—requires fresh thinking in a world where AI tools are now a part of the everyday buying process.
About John Jantsch
John Jantsch is a veteran marketing strategist, speaker, and author of several bestselling books including Duct Tape Marketing, The Referral Engine, and Marketing Rebellion. As the founder of Duct Tape Marketing, John has been guiding small businesses and marketing professionals for decades through proven, strategic marketing systems. His focus is on practical, sustainable marketing strategies that build trust and grow businesses.
Key Takeaways
- AI is changing how customers research, evaluate, and make purchasing decisions.
- The traditional linear buyer journey is obsolete; today’s buyers bounce among touchpoints.
- The Marketing Hourglass—Know, Like, Trust, Try, Buy, Repeat, Refer—is more relevant than ever, but each stage must be adapted for today’s AI-savvy buyer.
- Content must become answers; modern SEO prioritizes question-based queries over keyword ranking.
- Self-service and frictionless buying options are critical, but human touchpoints like real stories, community, and personalized experiences are irreplaceable.
- Businesses must test and re-map their customer journey based on how AI tools are impacting buyer behavior.
Highlight Quotes
“Buyers are using AI just as much as marketers—what does that mean for how your content shows up during their research?”
“AI is not just another tactic—it affects the entire marketing system.”
Great Moments and Timestamps
- 00:00 – Welcome and episode theme: the evolved buyer journey
- 02:30 – Why marketers focus too much on tools and not enough on how buyers are using them
- 05:40 – Reintroducing the Marketing Hourglass as a flexible customer journey model
- 09:22 – How AI interrupts and reshapes journey stages like know, like, and trust
- 12:00 – Recommendation engines and the rise of self-service experiences
- 15:10 – The need to rethink SEO: focus on questions, not keywords
- 19:52 – Combining digital efficiency with emotional, human-centered marketing
- 24:30 – Final thoughts: the journey is already changing—are you adapting?
Additional Resources
Join the Conversation
How are you adapting your marketing strategy for AI-driven buyers? Share your thoughts in the comments or reach out to John directly at [email protected].
AI Marketing Strategy, Customer Joureny
