The speed with which digital marketing evolves is astonishing. Content Relationship Management HubSpot launched the flywheel concept, which revolutionizes the way you interact with customers from a sales point of view. This concept places emphasis on the customer experience, promoting positive impact.
Recent studies have revealed that a significant portion of B2B purchases occur without the direct involvement of suppliers. This phenomenon highlights the importance of inbound marketing, a strategy that puts customer needs at the center and aims to attract the public through relevant and valuable content.
In this context, the flywheel model emerges as particularly effective. This approach focuses on maintaining and increasing customer value at every stage of the purchasing journey, creating a continuous cycle of loyalty and growth. Unlike the traditional funnel, which focuses mainly on conversion, the flywheel highlights the importance of the customer experience even after the purchase, promoting a long-lasting and profitable relationship.
Another significant fact that emerges from the studies is that a vast majority, equal to 81%, prefers to rely on the advice of friends and relatives rather than traditional advertising. This highlights the power of word of mouth as a marketing and sales tool. The flywheel exploits this fundamental principle, transforming satisfied customers into active brand promoters. These customers, thanks to their positive experience, become spontaneous ambassadors who spread the company's reputation and contribute substantially to its organic growth.
In summary, flywheel not only optimizes customer value at every stage of their journey, but also capitalizes on word of mouth, making customers themselves protagonists of the marketing strategy and business success.
HubSpot's flywheel model represents an evolution in the world of marketing and sales. It places the customer at the center of the strategy, abandoning the traditional sales funnel and developing a business strategy that goes beyond selling a product or service, focusing on building relationships that benefit both the company and the customer. This innovative approach based on the energy of satisfied customers fuels business growth.
The flywheel model represents a dynamic and circular system that exploits the energy deriving from satisfied customers to fuel and support company growth in a continuous and lasting way. Unlike the traditional funnel model, which focuses primarily on acquiring new customers and ending with conversion, the flywheel keeps customers within a perpetual cycle of interaction and engagement.
In this model, customers are not simply recipients of a product or service, but become an integral and active part of the company growth process.
The funnel considers customers as the end point of the sales process. In contrast, flywheel positions them as an engine for growth, driving word of mouth and follow-on sales. While the former focuses solely on conversion, the latter aims to provide an unparalleled experience. This increases customer loyalty and engagement, contributing to the development of the company.
The flywheel brings significant benefits for B2B companies:
By implementing the flywheel model, companies develop a customer-centric strategy. This aligns marketing, sales and support, creating a seamless experience. By transforming customers into loyal promoters, the company improves its market positioning.
HubSpot's flywheel model is made up of three crucial moments. These are: attract, engage and delight. Their combination is essential to optimize the purchasing process and make customers happy.
Attraction aims to create qualified traffic with valuable content. The use of SEO, social media and email marketing is essential in an inbound approach. This method attracts customers without being invasive, offering answers to their questions and naturally intercepting their interest.
Engagement, on the other hand, aims to transform visitors into leads. The use of contact forms, live chat and tailored emails is crucial. Such tools help establish deep connections. To obtain contacts and information there are a series of techniques, such as offering a free guide in exchange for a newsletter subscription, or a discount on products for those who leave their email.
Ultimately, Delight aims to offer an exceptional experience to customers. This includes ongoing support such as customer service, regular surveys and marketing automation. These efforts allow us to understand and satisfy customers' needs before they express them.
Flywheel's success is evident in metrics like Net Promoter Score (NPS) and customer loyalty. A happy customer not only comes back but becomes an important source of new contacts, precisely with the word of mouth we talked about. This effect is powerful for acquiring new customers.
| Phase | Objectiv | Tools |
|---|---|---|
| Attraction | Generate qualified traffic | Quality content, SEO, social media |
| Involve | Turning visitors into leads | Form, chat, email marketing |
| Delight | Create brand promoters | Customer support, surveys, automation |
By successfully applying the three phases, businesses can develop a cycle that fuels their growth. This cycle turns satisfied customers into the brand's strongest advocates.
To improve business management through flywheel, advanced techniques must be applied. These should involve all stages of the customer journey. Let's see them in detail.
Inbound marketing emphasizes attracting customers with relevant content. Companies create informative blogs, ebooks and videos with the aim of attracting the right target and providing content rich in information and quality. All this content is positioned organically as a response to the searches that users carry out independently, thus intercepting their interest without being intrusive. This is possible through a detailed analysis of the target audience and the keywords to be used within the content. According to HubSpot, 81% of people tend to trust advice from acquaintances and independent online searches more than direct and intrusive messages from companies.
Social media are platforms for direct interaction with target users. By choosing platforms such as LinkedIn for B2B or Instagram for B2C, companies improve contact with potential buyers. However, it is important to carefully evaluate the platforms to use. In fact, there are no fixed rules on which communication channels to adopt. For example, a business that sells to other businesses could benefit from both a LinkedIn and Instagram profile.
Targeted advertising on these social networks increases the success of campaigns, reaching specific interlocutors, especially when these advertisements are created with a view to not interrupting the flow of use of a social network, integrating perfectly with the rest of the contents.
The use of marketing automation improves processes, eliminating various obstacles in carrying out the flywheel. By using sophisticated CRMs like HubSpot, businesses can manage customer interactions in an agile and automated way. This approach promotes a synergy between marketing, sales, and customer support that is crucial in the flywheel model.
| Strategy | Benefits | Impact on the Flywheel |
|---|---|---|
| Inbound Marketing | Attraction of qualified customers | Increase speed early on |
| Social Media Marketing | Engagement and brand awareness | Improve customer loyalty |
| Automation | Operational efficiency | Reduces friction in all phases |
Ekeria is a certified gold partner of HubSpot. If you want to know more about all the tools that this CRM offers to help you, contact us now for a free demo.
To maximize the effectiveness of the model, it is essential to reduce friction. This involves eliminating inefficient internal processes and improving inter-team communication. Every stage, from attraction to engagement to delight, requires constant optimization of the customer experience.
To eliminate what is defined as friction, companies can simplify pricing and review the customer journey through CRM, which brings together all processes on a single platform. The new flywheel model is based on increasing flexibility in interaction processes. This overcomes the limitations of the traditional funnel, allowing you to build seamless experiences. They, in turn, promote the transformation of customers into brand advocates.
The synergy between the marketing hub, content marketing and customer care is therefore fundamental. A unified strategy reduces barriers and improves customer satisfaction, generating long-term sustainable growth.
Do you want to know more about how this CRM can help your business grow? Do you want to know all its features and available plans? Contact us now and request a free demo.
It is a methodology that is based on the idea that the traditional funnel is outdated. Instead of just focusing on lead and customer generation, the model focuses on engaging customers at every stage of the process, creating a virtuous cycle of continuous growth.
It is divided into three phases: attraction, engage and delight. Through inbound marketing, the goal is to attract potential customers, engage them by offering a relevant experience, and delight them with exceptional customer service to drive loyalty and word of mouth.
The model allows you to create lasting relationships with customers, generating more organic and sustainable business growth. By optimizing each stage of the flywheel, you can acquire new customers more effectively and maintain a high level of customer satisfaction.
The template designed to help you transform your marketing and sales processes, optimizing your sales process, improving customer service and boosting business growth. This concept is based on the idea that, once started, the flywheel powers itself and continues to spin efficiently. Want to learn more about how HubSpot can fit your business? Contact us now for a free CRM demo.