Over the last few years, the marketing industry has changed on a fundamental level. This is because marketing is no longer just about attracting new customers; rather, it’s about attracting customers and delighting them to such an extent that they become lifelong ambassadors for your brand.
HubSpot made this shift particularly obvious when they introduced the flywheel as a modern update to their traditional inbound marketing funnel model.
Now if you haven’t heard of the flywheel, don’t worry — it’s simply HubSpot’s way of illustrating how marketing, sales and customer service all form part of one ecosystem.
What does the flywheel represent?
As marketers, we need to start focusing more on the full customer experience rather than just generating leads. In the age of social media when every brand interaction can be broadcast to the world, this is the only way to limit the damage of a poor brand experience and, more importantly, make the most of word-of-mouth marketing.
From a leads first interaction with you, straight through to them becoming a customer, you need to be able to create a seamless experience for them. To do this effectively at scale, you’ll need to work with different teams to ensure everyone’s aligned and focused on their contribution for a great customer experience.
What this means for your business
If you’re able to seamlessly achieve the above, you’ll effectively create your own “lead generators” from actual customers — word of mouth will put you right in front of anyone else. This all relies on your ability to create a seamless user experience, where everything from landing on your website, to interacting with a sales member is uniquely suited to each user’s need.
Marketing and sales teams need to be smarter with the information they acquire and how they use it — generic, one-size-fits-all messaging will only fall flat. Users want to feel like the businesses they interact with are speaking to their unique needs. Once users become customers, this experience shouldn’t change; they need to feel that your brand is there for them and that you care about their continued success.
Making the flywheel a reality
The most effective way to embrace the flywheel and build customer delight into every step of your business processes is to leverage the right technology. With a technology stack that includes tools to capture the right information and tailor each customer experience, you’ll have a perfect recipe for success.
Thankfully, there are plenty of marketing, sales and service tools available that can empower you to provide a personalised, engaging and helpful customer experience at every touch point.
If you would like to learn more about what tools are available, such as HubSpot, and how to get the most from them in the context of your business, get in touch with the Huble Digital team. We’ll help you find and implement the right combination of tools for the best long-term result.
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