Driving growth with HubSpot’s Flywheel: Our approach to inbound marketing

By Woven Agency, Thursday July 18, 2024

In today’s digital-first business landscape, companies constantly seek innovative ways to attract, engage, and delight customers.

At Woven, we’ve embraced HubSpot’s flywheel model as a powerful framework for driving sustainable growth through inbound marketing. In this blog post, we’ll explore how the flywheel concept can revolutionise your marketing strategy and accelerate your business growth when applied through the HubSpot Growth Marketing Platform.

Understanding the HubSpot Flywheel

Before diving into HubSpot’s flywheel application, let’s briefly explore its origins. The flywheel concept, originally introduced by business guru Jim Collins, is a metaphor for how companies can build momentum and achieve breakthrough results. Just as a physical flywheel requires significant energy to start spinning but becomes easier to maintain and accelerate over time, businesses can create self-reinforcing loops of growth by aligning their efforts and reducing friction between different functions.

HubSpot’s Flywheel: A New Perspective on Inbound Marketing

HubSpot, a leader in inbound marketing software, has adapted the flywheel concept to digital marketing. In HubSpot’s model, the flywheel represents the momentum gained when your entire organisation aligns around delivering a remarkable customer experience.

The HubSpot flywheel consists of three main stages:

  1. Attract: Draw in the right customers with valuable content and conversations
  2. Engage: Present insights and solutions that align with their pain points and goals
  3. Delight: Provide help and support to empower customers to find success with their purchase

This model replaces the traditional marketing funnel, recognising that in today’s world, customer success drives growth. Happy customers become promoters, feeding back into the ‘Attract’ stage and accelerating your flywheel’s spin.

Why the HubSpot Flywheel works for inbound marketing

At Woven, we’ve found that the flywheel model aligns perfectly with inbound marketing principles:

  1. Customer-centric: Both put the customer at the centre of all activities.
  2. Momentum building: Inbound marketing, like the flywheel, is about building momentum over time through consistent, valuable interactions.
  3. Reduced friction: The flywheel emphasises minimising barriers between different business functions, crucial for creating a seamless customer experience.
  4. Force amplification: In HubSpot’s model, force is added through strategies like paid advertising, sales outreach, and customer referrals – all key components of a comprehensive inbound strategy.

Implementing the HubSpot Flywheel: Woven’s Approach

At Woven, we leverage HubSpot’s comprehensive suite of tools to implement the flywheel model effectively for our clients. Here’s how we approach each stage:

Attract

  1. Content Creation: We use HubSpot’s blogging and SEO tools to create valuable, targeted content that attracts visitors to your website. This content serves as the initial push to your flywheel.
  2. Social Media Management: HubSpot’s social tools allow us to schedule and monitor social media posts, extending your reach and drawing more potential customers into your flywheel.

Engage

  1. Lead Nurturing: We leverage HubSpot’s email marketing and automation tools to nurture leads through personalised, targeted content journeys.
  2. CRM Integration: HubSpot’s CRM allows for seamless handoffs between marketing and sales teams, reducing friction in the buyer journey.

Delight

  1. Customer Service Tools: We use HubSpot’s Service Hub to help you delight customers after purchase. Tools like the knowledge base and customer feedback surveys help turn customers into promoters.
  2. Smart Content: HubSpot’s smart content features allow us to personalise the experience for returning customers, further enhancing their journey.

Measuring your flywheel’s performance

One of the key advantages of using HubSpot is the ability to measure and optimise your flywheel’s performance. At Woven, we focus on metrics such as:

  • Flywheel speed: How quickly are leads moving through the attract, engage, and delight stages?
  • Flywheel force: How effectively are you adding force through tactics like paid advertising or referral programs?
  • Flywheel friction: Where are leads dropping off or experiencing difficulties in their journey?

HubSpot’s robust analytics and reporting tools allow us to track these metrics and make data-driven decisions to improve your flywheel’s performance continually.

The future of the flywheel: AI and personalisation

As we look to the future, we at Woven are excited about the potential for AI and machine learning to enhance the flywheel model further. HubSpot is continually innovating in this space, and we’re leveraging these advancements to:

  1. Predict customer behaviour and personalise experiences at scale
  2. Automate routine tasks, allowing our team to focus on high-value, creative work
  3. Identify friction points in the customer journey more quickly and accurately

Spinning your flywheel with Woven and HubSpot

As implemented through HubSpot’s inbound marketing platform, the flywheel model offers a powerful framework for sustainable business growth. At Woven, we’ve seen firsthand how this approach can transform businesses, creating a virtuous cycle of customer attraction, engagement, and delight.

By reducing friction, adding force at the right points, and continuously measuring and optimising performance, we help our clients build flywheels that spin faster and more efficiently over time.

Ready to accelerate your growth with HubSpot’s flywheel model? Contact Woven today to learn how we can help you implement this powerful approach in your business or train your team to be their own HubSpot experts.