Flywheel: The New Sales Funnel for Inbound Marketing

Until now we had a very useful model that helped us define the sales funnel,  which allowed us to understand the process that the customer goes through from being attracted to making a purchase, and it helped us define and structure our Marketing and Sales strategies within the Inbound Marketing methodology . Even so, in order to continue responding to new user behaviors, we have had to rethink the Inbound model and adapt it to these new consumer habits. How? We will tell you…

New Inbound model: from the sales funnel to the inbound cycle.

New times and new user behaviors have turkey whatsapp number data it necessary to rethink Marketing as we have understood it until now and have made it necessary to define a new “sales funnel” model  better adapted to new consumer habits: the “flywheel”.

Why has this adaptation been necessary? Because both our consumption habits and the way we communicate are not what they used to be. They are different. In the past, salespeople were the ones who had privileged and exclusive information about products and users had no choice but to listen to them if they wanted to know more about the product or service, or wanted to expand their knowledge. Nowadays, this is no longer the case.

 

What is the flywheel?

The flywheel is a new proposal created by Hubspot, a leading software in Marketing Automation , which rethinks the sales do you want to raise your website or blog in search results by placing the user at the center of a circular strategy that feeds back to itself. The flywheel model focuses on customer loyalty and places a higher value on the option of customers continuing to purchase complementary products and services through cross-selling or upselling. 

This means that thanks to Inbound Marketing we will use all the information collected from our clients in each of the phases with the aim of improving and maximising the user experience and their loyalty.

 

What changes does the flywheel model imply?

With the  flywheel  we change the way we perceive a conversion funnel  , going from being a linear model to considering it a wheel that spins and spins without stopping and that helps us to boost our Marketing actions. It changes the anhui mobile phone number list of the Marketing and Sales funnel so that we obtain a better adapted model focused on customer loyalty . 

The adaptation of the “funnel to the cycle” implies that the sale is no longer an end point within a linear model that we reach once the user has gone through the entire sales funnel and makes a purchase, but rather it becomes a continuous cycle or wheel in which the customer is at the center and what we seek is for that user to buy continuously without forgetting, as a company, to provide increasingly necessary value.

To understand this better, we can say that we can combine the funnel diagram and the cycle in such a way that they complement each other, that is, using the cycle to represent the company and the funnel-shaped graphs to represent the effectiveness of the different processes.

 

Differences between the Marketing and Sales Funnel and the Flywheel.

To better understand the new flywheel model and understand. The differences, we will first explain what the traditional conversion funnel consists of.

The conversion funnel (marketing and sales funnel).

The traditional sales funnel is based on a Marketing and Sales scheme. That follows a linear process based on attracting a large number of users to our website. Starting with Content Marketing actions, SEO, social media strategies. Lead Surturing, Lead Scoring, etc. to detect sales opportunities and close a customer. The funnel is divided into different phases so that. Through qualification and selection of the best leads. They move from phase to phase so that an increasingly reduced number of leads move on to the following stages. Hence the funnel shape or inverted pyramid.