{"id":26904,"date":"2019-05-09T08:10:39","date_gmt":"2019-05-09T12:10:39","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=26904"},"modified":"2023-11-17T04:28:17","modified_gmt":"2023-11-17T09:28:17","slug":"why-use-marketing-flywheel","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel","title":{"rendered":"Why You Should Use the Marketing Flywheel"},"content":{"rendered":"<h1><span class=\"ez-toc-section\" id=\"Why_You_Should_Use_the_Marketing_Flywheel\"><\/span><strong>Why You Should Use the Marketing Flywheel<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-663d772db7ef5\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-663d772db7ef5\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#Why_You_Should_Use_the_Marketing_Flywheel\" title=\"Why You Should Use the Marketing Flywheel\">Why You Should Use the Marketing Flywheel<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#Evolution_of_Business_Orientations\" title=\"Evolution of Business Orientations\">Evolution of Business Orientations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#Why_Flywheels\" title=\"Why Flywheels?\">Why Flywheels?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#How_do_I_Use_the_Funnel_and_the_Flywheel\" title=\"How do I Use the Funnel and the Flywheel?\">How do I Use the Funnel and the Flywheel?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#What_Next\" title=\"What Next?\">What Next?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/why-use-marketing-flywheel\/#Delight\" title=\"Delight\">Delight<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Until recently any search for the term \u201c<a href=\"https:\/\/outgrow.co\/blog\/marketing-flywheel-interactive-content\">marketing flywheel<\/a>\u201d would have given you results based on mechanical flywheels and motion physics. All that has now changed as big orange aka Hubspot has decided that the funnel is a flawed representation of marketing and customer acquisition in general.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Evolution_of_Business_Orientations\"><\/span><strong>Evolution of Business Orientations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Well, they are right. Business orientation has been changing continually since the industrial revolution. It all began with the production orientation from the days of Henry Ford famously encapsulated by the phrase \u201cThey can buy any car as long as it is black\u201d. As production techniques improved, product differentiation ensued which shifted business focus to production and later selling. While product orientation focused on differentiation and delivering a superior product, the selling orientation focused on aggressive selling to grow quickly.<br \/>\n<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26940 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/br.png\" alt=\"marketing flywheel\" width=\"786\" height=\"446\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/br.png 786w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/br-300x170.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/br-768x436.png 768w\" sizes=\"(max-width: 786px) 100vw, 786px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Now, businesses are more focused on marketing orientation where the needs of the customers are clearly defined and then offerings are developed to address them. A slightly evolved take on the same concept is the customer orientation where the organization realizes that the customer is the primary driver of growth and all efforts of marketing need to be directed to this end.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Happy customers mean more promotion through word of mouth and other positive behaviors which provide impetus to the company\u2019s growth. Ergo the <a href=\"https:\/\/outgrow.co\/blog\/marketing-flywheel-interactive-content\">flywheel<\/a>, where the customer is at the center instead of the funnel where the customer is relegated to the bottom<br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Flywheels\"><\/span><strong>Why Flywheels?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26941 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/brr.png\" alt=\"marketing flywheel\" width=\"602\" height=\"402\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/brr.png 602w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/brr-300x200.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2019\/05\/brr-600x402.png 600w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">In the <a href=\"https:\/\/outgrow.co\/blog\/marketing-flywheel-infographic\">flywheel<\/a>, the client assumes a central position and all activities of marketing revolve around the client. Consequently, the client provides impetus to your marketing efforts. They promote your product through word of mouth if your product is so goddamn awesome which we assume it is. The theoretical representation of this is that the flywheel spins faster when there is a stronger central body. In this case, the central body is the client.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Now rather than getting rid of the funnel altogether the need of the hour is to complement it with a renewed customer focus to guarantee success. The <a href=\"https:\/\/outgrow.co\/blog\/sales-funnel-on-outgrow\">funnel<\/a> is a nifty mechanism to visualize customer acquisition. Once we\u2019ve drawn them in, the customer\u2019s existence is happily forgotten as we move on to rein in the next.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This is where the construct is flawed and leads to customer base erosion. Bringing the flywheel into the mix will serve as a constant reminder to us marketers, salespeople, and founders that the customer is not to be forgotten easily.<br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_do_I_Use_the_Funnel_and_the_Flywheel\"><\/span><strong>How do I Use the Funnel and the Flywheel?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">The funnel is an accurate representation of customer acquisition. Once the customer has been drawn in the flywheel kicks in. The flywheel should be used to come up with efforts by the marketing and sales teams to not just satisfy but exceed the expectations of the customers,<br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Next\"><\/span><strong>What Next?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Hubspot sums up their approach with the term \u201cDelight\u201d. Now, why is delight an important phrase? Delight is important because it is one of the key factors that can transform a one time buyer to a recurring customer thus increasing <a href=\"https:\/\/influencers.outgrow.us\/customer-loyalty-value-calculator\">CLV customer lifetime value<\/a>. Besides that, a regular customer will also become an advocate who will actively promote your product to his\/her peers. This is especially important considering the fact that customers are more likely to trust the opinions of fellow customers when it comes to making buying decisions.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Delight is the most effective way to ensure the highest level of customer loyalty. Your customers are not only loyal buyers but also actively promote your product to other peers i.e. they do your work for you. The only difference is that the conversion rate is higher.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">So moving forward, dedicate a wing of your marketing and sales teams to delight your customers. Going the extra mile is worth the effort in marketing as it is in many other walks of life.<br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Delight\"><\/span><strong>Delight<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">You can delight your customers by performing tasks that are within the normal bounds of product or service delivery, responding on time, setting the right expectations and delivering accordingly, offering top-notch customer service, etc.. Since a lot of firms are already ticking these boxes, delight has taken a new definition. Delight is now essentially going above and beyond your client\u2019s expectations, a business transaction typically ends with the hand over of the product or service anything the firm does beyond this is unexpected for the client and will lead to delight.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Here are a few common ways<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Provide a small yet unexpected discount<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">A personalized thank you message<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Free access to a <a href=\"https:\/\/outgrow.co\/blog\/product-update-for-march-2019\">new feature<\/a> for a limited time<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">A small extension when their product subscription is about to end <\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">And here are a few whacky ones<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Create and share a Spotify playlist<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Provide a free meal coupon<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Send them free stickers<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Invites to events relevant to their interests<br \/>\n<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Here\u2019s adding more to making the process of product\/service delivery flawless and mutually enriching\u00a0<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Strive to provide 24\/7 support utilizing chatbots<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Focus on providing multilingual content to cater to a local audience. Hyper-localize content so that you resonate with your audience better<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Assign commissions based on reps who maintain the lowest attrition rates<\/span><\/li>\n<li><span style=\"font-weight: 400; font-size: 14pt;\">Finally, focus on retention which is why you need the funnel<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To delight your client you need to make a genuine effort to understand him\/her and what they care about. Also, efforts to humanize yourself, empathize with your clients\u2019 problems, and interact with them.<br \/>\n<\/span><span style=\"font-weight: 400; font-size: 14pt;\">If there\u2019s one key takeaway, it\u2019s to delight your customers at every turn. Do this and your bonds will grow stronger.<\/span><\/p>\n<p><a href=\"https:\/\/app.outgrow.co\/signup\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-46895\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png\" alt=\"General CTA\" width=\"1016\" height=\"210\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-768x158.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6.png 1198w\" sizes=\"(max-width: 1016px) 100vw, 1016px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why You Should Use the Marketing Flywheel Until recently any search for the term \u201cmarketing flywheel\u201d would have given you results based on mechanical flywheels and motion physics. All that has now changed as big orange aka Hubspot has decided that the funnel is a flawed representation of marketing and customer acquisition in general. Evolution&#8230;<\/p>\n","protected":false},"author":26,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[267],"tags":[398,377,302],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why you should use the marketing flywheel with the funnel<\/title>\n<meta name=\"description\" content=\"What is a flywheel? Why should you care? Find the answers here, we discuss how you can use the funnel and flywheel and get the best of both worlds.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why you should use the marketing flywheel with the funnel\" \/>\n<meta property=\"og:description\" content=\"What is a flywheel? Why should you care? 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