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Marketing funnel hubspot, How the Flywheel Killed HubSpot's Funnel.

 How the Flywheel Killed HubSpot's Funnel

I will be honest. I wasn't too happy when Brian Heligan (CEO of HubSpot) started talking about Flynnwell retiring as a model and adopting the flywheel to think about our business.

Look, I like a fireplace. This has been my trusted side kick for years. It gave me the strong response I needed, celebrated my team's achievements, and saved me from even more developmental troubles that I can admit. I love the funnel so much that my team at HubSpot was literally called the funnel team, and the opening slide of my global team kick-off this year was about 25 funnels.

So Brian won't be insulted, but "get out of the chimney"? Yes, it is correct.

That is, until I started learning about flywheels. Turns out, they're amazing.

Once you get to the bottom, you'll lose the energy you put into them, but flywheels are notable for storing and releasing energy.

James Watt (yes, the guy whose name is on every light bulb) invented, 200 years ago, it is easy to fly on a wheel or disk on an axis, which is amazingly energy efficient. Its stored energy depends on how fast you rotate it, how much friction it takes, and the shape of the wheel itself - how big it is and how much it weighs.

Here's why this model changed my mind.

Although the fireplace is my first love, I have to admit that the linear approach to its development is a major weakness. The fireplace prepares the customer, but does not consider how those customers can help you grow. And have you created the full speed to get this user? Every day, every month and every quarter, we have to make a fresh start. Funnel-hubspot-Digital-marketing, It's not just a failure, it's a big problem. In today's world it is dangerous to ignore how consumers can help you grow.

Word of mouth is always the key to great marketing, but look at today's world. Confidence is declining all the time, Google and Facebook are more difficult to divide, and prospects are doing a lot of independent research. When you value words, you have to make new customers.

Although the wing loses its momentum at the bottom, the flywheel keeps spinning. Take advantage of your speed. Also, because they maintain this speed very well, you add all the extra energy involved in spinning to its full potential.

Learn how to go from funnel to flywheel in the free HubSpot Academy video tutorial.

Why flywheel framework matters?

I know what you're thinking: are we just discussing the jirga for that?

No - when you think of your business as a flywheel rather than a fireplace, you make different decisions. At HubSpot, moving to the flywheel model has helped us change the following ways. Flywheels represent a circular process where customers eat growth. We've invested more in customer marketing, more in customer advocacy, and more in building a happy ship for new customers. We've also invested in an integrated ecosystem that helps consumers get the most out of HubSpot and create real value for those who adopt our suite software. Funnel-hubspot-Digital-marketing Friction kills flight whales. We've made investments that regularly address the biggest points of our friction: Forced free software as an entry point

Use your flywheel as a growth tool

Three factors dictate how fast your flywheel speeds up:

How fast you are rotating it

How much friction

How it's made - how big it is and how much it weighs

The best teams will have a strategy for all three.

Let's start with how fast you rotate it. The speed of your flywheel is increased by the force in the areas where it can have the greatest impact. In the Flynn model, full force is used to attract and acquire customers. In the flywheel model, you also apply power to make these customers happy and successful.

Since you are using all kinds of power around your flywheel, make sure that none of your investments are against each other. For example, a lack of alignment between sales and customer success can make an unhappy customer and slow down their flight whenever possible. The misconception of classic sales and marketing is another area where flight use can be slow. Alignment is inevitable. Funnel-hubspot-Digital-marketing You can reduce friction by finding faults where your customer is losing momentum, and will improve them. Improving conversion rates, pleasing customers on a scale, and identifying issues that disperse your customers increases your flight speed. Another important area to consider when managing your teams is friction. Cellulose, hand office and feature all produce friction.

When you successfully increase the speed and reduce the friction, you will create more happiness. More fun means a "heavier" wheel, and more energy is generated when that happens. In other words, the number of your bees increases as the number of your users increases. If you can add "density" to these customers, they can grow even faster and more advanced by adopting most of their products or making them more "sticky".

How to blow up your fireplace

In his keynote address at Inbound 2018, Halligan spoke about the flywheel, and why it is a powerful example of growth. In his keynote address, he assigned the following "homework" participants:

Identify the basic flywheel metrics related to your company's tracks

Identify your company's forces through the flywheel stage

Repeat these forces to maximize happiness and word of mouth

Identify the points of friction between your customers and employees, and the points of transition between internal teams, that affect the customer experience. Rearrange these points to better serve customers through automation, shared goals, or restructuring. To help you build your flywheel and turn it into a tool to grow your business, I've completed her homework for HubSpot's flywheel, and you can learn more about the procedure. Has provided a guide. what's this.

Here are the links to the homework templates:

Google Slides You will not be able to edit this file directly, so make a copy for the editable version

Power point

Assignment 1: Measure the flywheel

Our first task is to understand the status of your flight.

At each of the stages shown below - to attract, engage and delight - HubSpot has different preferences and promises that we have made to our prospects and customers.

Here we think about each stage.


Attracting means creating content and conversation that starts a meaningful relationship with the right people. Engagement: Engagement is about building lasting relationships with people while providing insights and solutions to obstacles and goals that stand in their way. Happiness: Happiness is about providing a great experience that adds real value, empowers people to reach their goals, and becomes a promoter of your company. In order to determine the health of our inertia wheel, we asked two questions:

What are we investing in each stage of the flywheel?

How do we measure the success or failure of these investments?

Part 1: Mapping Your Market Strategy

In this move, identify the core activity or program your company has invested in to keep your promise of attention, engagement, and happiness. Associate each activity with its flying phase. Funnel-hubspot-Digital-marketing You know that one flight is not enough for your whole company. Okay fine. In parallel, there is more than one bird. The purpose of this exercise is to eliminate the core parts of your business, so focus on 

The most important activity at each stage.


At HubSpot, we use inbound marketing principles to get our flywheel spinning. We invest heavily in free content through our blogs, webinars, campaigns, social media, and HubSpot Academy tutorials and certifications to provide value before depreciation.

Stay engaged:

In order to make it as easy as possible to associate prospects with our products and purchase them, we offer free versions of our software so that users can try before purchasing and upgrading without interference.


We help our customers succeed through a mix of guided and self-service education. Paying customers have access to a basic implementation and strategy team, free customers are offered Light Touch free support, and both groups have access to a wide range of user guides and knowledge base documents.

Part 2: Measurement Success

At this stage, identify the most important measurements for each activity. Also make a note of the conversion rates between each phase here - this measures the friction in your flywheel. Then, record (over a month or year) how much you've added or lost in that bucket, and your total number.

Attention: Here is our top line metric website traffic monthly. We measure how much traffic we get each month.

Engagement: The flying wheel of the Habs Spot takes visitors from the "busy" stage to the two stages. First, we focus on the number of free users of our product that go into our flywheel every month. We also measure how many of these users have spellings. We have more and more free customers who are better at creating our flywheel and the speed it can generate. Funnel-hubspot-Digital-marketing Second, we create upgrade points in our products where free customers become eligible. We track how many of these are close to eligible lead payers, and then track how many of them will be spelled. Every minute causes us to lose speed. Happiness: We run a Net Promoter Score ® survey with our user base on a quarterly basis, and we track the number of users who are promoters - that is, how many users say they would suggest a friend to the center. And how many deductions or barriers there are from promoters over the years.

Assignment 2: Maximum Happiness

As you grow your business, most of your resources will be focused on attracting and attracting parts of your flywheel. That's fine - this is a huge investment in spinning your flying wheel. But once that happens, consider whether your resources can be better spent focusing on pleasing customers.

This is because once your flying wheel turns, it strengthens the momentum of retaining customers and turning them into promoters who will advocate for your brand and even give you new ones. We will also give business. Will bring In this assignment, review the activities and programs of the "forces" that currently move your customers through your flight, and consider whether they are designed to meet your processes or the needs of your customers. Has been Next, make a list of the changes you will need to make to these forces in 2019 to help maximize happiness.

At Hubs Spot, we did this exercise in early 2018. That's how our forces joined our marketing, sales and service teams.

Table 2

Table 3

Table 4

This is by no means the complete list of changes we've made to focus our attention around the customer, but these are examples of some of the biggest changes we've made to our market and service organizations. Are

Assignment 3: Reducing friction

There are many ways to reduce friction in your flying wheel.

One way is to smooth out common friction points like, such as your conversion rate between different phases, how many customers are successful, and how many spells. This type of weakness is not so difficult to identify, because you are dealing with a matrix that is largely isolated from each other. It is difficult for trees to see the forest, and examine how it can be helpful to drag and scrape the overall structure of your company. So for this assignment, we're going to focus on one subtle source of friction in your company: your organizational chart. Most flights have the largest area of ​​inter-team interrogation and foul play, and the hub spot is a legacy of our artistic days.

You may divide it into four stages.

Where are your friction points?

What can be automated?

What can be achieved through shared goals?

What can be addressed through team restructuring?

We will move forward here step by step.

Step 1: Identify the friction

Where is the drag in your organization?

Externally, think about the complaints you hear from customers and prospects - where they find it difficult to communicate with your company. Internally, consider what matrix you strive to pass, despite repeated attempts, a process that takes longer than the usual means of suffering.

Here's how we imagine it on HubSpot (we'll fill in each column with each step):

Table 5

Step 2: Automate repetitive tasks

Consider the activities your customers and prospects want to do, but for humans it is complicated to implement. Also, look for recurring mechanical tasks that come up on your team's plates. Can you free up your own time for tasks that are more valuable to your customers? Funnel-hubspot-Digital-marketing  Also consider which segments of your outgoing market rely entirely on your employees to operate but this can be accomplished through automation. Here are the friction points that HubSpot has solved with automation:

Step 3: Rearrange goals for bridge teams

Often, there is friction because both teams are moving in opposite directions. For example, marketing is traditionally based on aggregate lead generation numbers - but improving lead quantity does not always lead to good customers. Your biggest friction points can be accelerated by rearranging goals or introducing a process that allows teams to move in the same direction. The rest of our friction points are:

Table 7

Step 4: Reorganize the teams

Within every organization, there are issues that cannot be resolved automatically or with objective approval. In these cases, restructuring is necessary. Here are some questions you can use for self-assessment.

Are employees working in the same job sitting in different departments?

Are the teams mastering more?

If your organization has a systemic blind spot, do you have a team dedicated to solving it?

Here are the last points of friction, and how we solved them:

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