Understanding the Fundamentals of Inbound

A PHILOSOPHY BASED AROUND HELPING PEOPLE

When good-for-the- customer means good-for-the- business, your company can grow better over the long-term.

There's a better way to do business where you can empower your prospects and customers rather than forcing them to engage with you through interruptive experiences. 

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Inbound Flywheel 2
INBOUND FLYWHEEL MODEL

The Flywheel vs Funnel

The HubSpot inbound flywheel focuses on creating a continuous cycle of attracting, engaging, and delighting customers to fuel business growth.

Instead of a traditional sales funnel, it emphasizes customer retention, turning satisfied clients into advocates who drive new leads and referrals, keeping the cycle going.

This model encourages aligning marketing, sales, and service teams to support each phase of the flywheel efficiently.

MARKETING TACTICS

Strategies for the Stages

The methodology includes three main stages, each utilizing a variety of marketing tactics to move your contact along their buyers' journey.

  • Attract: Use SEO, paid ads, social media, and blogging to create helpful, contextual content that draws in potential leads.
  • Engage: Build relationships by understanding customer needs through email marketing, landing pages, and live chat to nurture leads.
  • Delight: Provide exceptional service via help desks, gather feedback, and implement referral programs to turn customers into loyal advocates.
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Inbound Methodology Flow Chart

Why is this relevant now?

The Challenge 

Traditional business practices often prioritize growth over customer relationships, leading to short-term gains but long-term loss.

Buyer Power

Customers today are more informed and control the buying process, making it crucial to provide relevant, engaging experiences.

Impact of Experience

Stats reveal that irrelevant messaging, complex purchasing processes, and poor experiences lead customers to disengage. However, companies with remarkable service and positive interactions retain and grow their customer base.
meaningful interactions

Build Meaningful Interations

Guiding Interactions: Follow these core principles to build meaningful customer relationships:

  • Standardize: Ensure consistent experiences.
  • Contextualize: Make content relevant.
  • Optimize: Present information clearly.
  • Personalize: Tailor interactions for individual impact.
  • Empathize: Approach from the customer’s perspective.
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Customer Relationship Management (CRM)

Role of CRM: A CRM system is essential in managing the heart of inbound—customer relationships. It aligns all interactions and strategies to create a cohesive and evolving customer journey.

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