HubSpot and inbound marketing

You may have heard the term "inbound" before - but what is it, exactly? Inbound is a more helpful and human approach to growing your business. It’s a method of attracting, engaging, and delighting people that provides value, and builds trust. The HubSpot Growth Platform is built to complement that inbound approach to doing business.

Inbound marketing is a different approach to marketing that users personalisation and tailored experience to attract customers to your offering, instead of interrupting them with content they may not be interested in or want to see. But the inbound process doesn’t stop there - once you’ve attracted people to your website, you need to engage and delight them, to provide support and empowerment even after they become customers. This is where the HubSpot flywheel comes in.

 Source: HubSpot

 

From funnel to flywheel

The buyer's journey is a cycle. That’s why instead of the traditional funnel — where someone moves from marketing, to sales, to customer service, all in separate silos — HubSpot thinks about the buyer’s journey in a new way. That new way is called the flywheel. In the flywheel, each stage of the buyer’s journey is interconnected. And they feed each other, so you get leverage at every stage. Unlike the funnel, the flywheel is remarkable at storing and releasing energy — and it turns out that’s pretty important when thinking about your business strategy. Invented by James Watt, the flywheel is simply a wheel that’s incredibly energy-efficient. The amount of energy it stores depends on how fast it spins, the amount of friction it encounters, and its size. Think of it like the wheels on a train or a car. With the flywheel, you use the momentum of your happy customers to drive referrals and repeat sales. Basically, your business keeps spinning.

This isn’t a marketing ploy.

We’re not debating jargon.

And we’re definitely not redefining the same process.

Inbound marketing focuses on how to build a flywheel that attracts, engages, and delights — creating an inbound business that puts customers first. Using the inbound methodology, you align all of your teams so they can attract, engage, and delight. You do this by applying more force and reducing friction to your flywheel and providing an amazing experience throughout the entire customer journey.

 

If you'd like to learn more about HubSpot and inbound marketing, book an exploratory call with us.