What is the HubSpot Flywheel? The Customer-Based Cycle

[jrineakter]

If you’ve used HubSpot services or inbound marketing for a while, or if you’ve done any kind of marketing or sales work in the past, you’re probably familiar with some type of funnel. A marketing funnel, a sales funnel, a buyer’s journey funnel – the list goes on.

For years, we’ve all used a funnel model to track the progress of our marketing and sales leads towards making a purchase. And while it worked well, admittedly, it’s pretty linear.

People enter at the top of the funnel and leave at the bottom.

While this is a nice, neat way to think about leads, prospects, and customers, it doesn’t do much to maintain momentum. As soon as a customer makes a sale, they’re out of the sales funnel and never come back.

But we know that attracting and oman telegram data converting a new customer can cost 5x more than retaining an existing customer. The marketing or sales funnel doesn’t illustrate this well.


It’s an updated method for conceptualizing how your marketing and sales efforts impact your customers and the overall growth of your business.

Here’s what it looks like:

Here you’ll notice some similarities to HubSpot’s inbound marketing funnel , but also some differences.

HubSpot’s flywheel works across three main stages: Attract, Engage, and Delight.

Let's talk a little about what each of these stages means:

Attract
The attract stage is all about attracting new, qualified visitors, typically to your website.

This is central to the inbound marketing methodology: attracting visitors with high-quality content that answers their questions and solves their problems is much more effective than sending your message to a general, unqualified audience.

To attract qualified visitors, you'll need to:

Identify who is a qualified visitor: What are their problems? What are they looking for? What information would be useful to them?
Develop content that answers those questions and pain points.
Publish and promote content on your website, social media platforms, etc.
Your goal in the attract phase is to attract more visitors to your site, introduce them to the product or service you offer, and answer any questions they may have about it. The key is to attract qualified visitors, which is achieved by creating content that is specific and relevant to the potential customers you want to attract.


Starting in the Attract stage, you continue to move visitors through the HubSpot flywheel, engaging them in a targeted, personalized way that delivers the best experience possible.

The Attract stage focuses on building a connection with those visitors as they become qualified leads. You can provide them with content offers and deeper resources that help them through the purchase consideration stage, or you can engage directly with leads and existing customers on social media platforms and through email marketing strategies .

Interacting with your leads and customers helps build authority and trust. When you have a strong, positive relationship with new leads and even existing customers, they’re more likely to come to your business when they’re ready to make a purchasing decision.

Delight
Once a potential customer has opted to purchase your product or service, you continue to delight them with top-notch service and additional content that helps them better use your product and positively engage with your company.

This turns your customers into advocates—they love your company and the products you offer, and they’re happy to share their great experience with other consumers.

Each stage of the flywheel highlights a specific phase of the buying process, and there are specific inbound marketing tactics you can use at each stage. We wrote a guide on which inbound marketing tactics to use at each stage of the HubSpot flywheel, if you’d like to learn more about that.