In a world where digital knowledge gathering is becoming increasingly important, the old model of the marketing funnel is no longer viable. The awareness stage at the top of the funnel has shifted from a mass model to an individual approach. If the buyer even enters the funnel through the awareness phase at all. A customer can come and go whenever he pleases. And he will be welcomed and personally guided through every stage, even after buying something. Because not only the pre-sales process receives attention, customer retention gains importance as well.