Going From Funnel to Flywheel and What It Means for B2B Marketers

June 10, 2019

weidert blog author


Posted by Katelyn Fogle

FlywheelAttract. Engage. Delight. What if the well-known mantra of inbound marketing was reinvented to a customer-centric model that unites all stages of the methodology and focuses your Marketing, Sales, and Service teams around one common goal?

That’s the question HubSpot posed in light of increasing evidence that the traditional funnel model is failing industrial marketers and salespeople. Why? The funnel suggests customers are an afterthought in the process when, in fact, they are a driving force — 73% of business growth is derived from word-of-mouth and customer referrals.

That’s a massive amount of influence, and it shines a light on the funnel’s fatal flaw: the loss of momentum at the very time it’s needed most — when serving a new customer.

Enter the HubSpot Flywheel. It’s a new way to structure the marketing, sales and service processes to leverage the word-of-mouth and other third-party recommendations that 81% of B2B buyers trust when making purchase decisions, and keep your business spinning.

Why the Flywheel?

HubSpot User Group_Funnel-to-Flywheel

Source: HubSpot, The Flywheel

Comparing the two side by side, the power of transitioning from the funnel to flywheel thinking is readily apparent. Shifting customers from the product of a process to the dynamic center of a continuous business growth cycle also changes B2B marketer focus and causes you to make different decisions. With a flywheel approach, you can identify and remedy points of momentum-killing friction in Marketing, Sales and Service — which results in delighted customers that feed company growth.

3 Factors That Dictate Flywheel Success

The Flywheel is an efficient business strategy that works well provided B2B marketers remain cognizant of three make-or-break factors, as explained by HubSpot’s VP of Marketing Jon Dick:

1. How fast the flywheel spins 

Apply more force in the areas where it has the biggest impact and flywheel speed increases — giving you the all-important momentum in not only attraction and acquisition of customers as in the funnel but also in delighting customers to help them be successful, which encourages them to spread the word about you.

2. How much friction the flywheel encounters

Force creates speed but it can also create friction if all of the flywheel parts aren’t aligned. Sales, Marketing, and/or Service teams out of step? Friction! Friction creates inefficiencies and slows the process. Getting to the bottom of the processes and other reasons friction exists — silos, handoffs, organizational structures, etc. — shines a light on areas of improvement that impact conversion rates, customer delight, and customer churn. Fix those impediments and your flywheel speed picks up exponentially.

3. The weight and size of the flywheel

Customers drive both of these flywheel dimensions. The more delighted customers that are on board, the “heavier” the flywheel. When those customers (and those they refer) expand the products and services they use from you, the “larger” the flywheel. Combine the two and business growth happens — and continues.

How do I Get Started?

How do you make the transition to the HubSpot Flywheel? What does it mean for the future of B2B marketing and sales? HubSpot Inbound Consultant Christina Bockisch reveals the power of inbound’s shift from funnel to flywheel — and what you can do to harness it — at the upcoming Appleton HubSpot User Group (HUG):

Going From Funnel to Flywheel with HubSpot

Tuesday, June 18, 2019, 7:45 – 9:00 a.m.
Weidert Group: 1107 East South River Street, Appleton, WI  59415

Click the button below for more details and to save your seat.

Register_for_the_HUG



Topics: Inbound Marketing, Weidert Group Events, Inbound Sales



whole brain marketing blog author
Written by Katelyn Fogle

Katelyn Fogle is an Inbound Marketing Specialist at Weidert Group. A seasoned professional in client service and account coordination, Katelyn plays a pivotal role in the strategic development and execution of inbound marketing plans for clients in a variety of industries.

Find me on:

Click here to get your inbound marketing guide