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Reimagining the Buyer’s Journey from Funnel to Flywheel

January 13, 2021

Fast-Track Growth by Turning Customers into Promoters

Instead of visualizing a funnel, marketers should re-imagine the buyer’s journey as being a cyclical process, like a flywheel, instead of a linear experience. The journey doesn’t end with the customer sale as it seemingly does with the funnel model. By examining the buyer’s journey using the flywheel model, you’re able to more clearly see that turning customers into promoters becomes a large part of growth. To grow better, your organization needs to deliver a remarkable customer experience – that’s where the flywheel comes into play.


Image Source: HubSpot

Each phase of the flywheel above represents the Buyer’s Journey, with each part working together to keep your business growth and momentum moving forward. While there are a number of components that influence the journey, we’re going to focus on what differentiates this model from the more antiquated funnel model, which is how you can keep your flywheel spinning by delight customers and turning them into promoters.

Strategic inbound and outbound marketing will attract strangers to your brand and then nurture them into qualified leads; sales will convert those leads to customers who are then passed off to the service team. The marketing, sales and services teams all have the opportunity to delight the customer throughout their journey, exceeding their expectations and establishing brand loyalty. The goal is for all customers to become your biggest fans and evangelists for your business. This will help more strangers become prospects through things like your promoter’s word of mouth, referrals and reviews.

Quick Wins to Delight Your Customers and Exceed Their Expectations:

  • Anticipate their needs.
  • Solve their problems.
  • Listen to them.
  • Follow up.
  • Personalize your communications.
  • Surprise them.

By delighting your customers you will build trust and loyalty. While a satisfied customer is not going to complain, they may not go out of their way to recommend you and may be more vulnerable to competition. A delighted customer is more inclined to generate repeat sales and also drive new business your way by recommending you to their friends, family and followers.

How can you ensure that you are delivering on customer delight? By reimagining the buyer’s journey as a flywheel, you can focus on the quick wins and build out your strategy around them. Consider using a customer relationship management platform, like HubSpot, that unifies all critical elements of the customer experience. As a HubSpot Partner Agency, Flashlight Marketing can help you find the most value in the CRM Platform and to help your teams align, adopt and adapt to your next phase of growth. Connect with us to learn more.

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At Flashlight Marketing, we’re all about helping our clients grow. We use innovative inbound and outbound marketing, advertising, design and communication strategies to deliver you the results you need to achieve serious growth. And we have a lot of fun doing it.

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