According to a HubSpot Research survey, 55% of people no longer trust the companies theybuy from as much as they used to. On top of that, organic search is getting harder and more competitive, social media promotion is becoming less effective, and marketing costs — in general – are increasing. For marketers, this means the repeatable campaign formula that once existed (and worked) now requires more creativity and more resources to drive results than it did before. To remain competitive and keep campaign costs at bay, businesses need to start by rethinking the way they approach business growth – and how that approach shapes their campaign efforts.
For years, businesses were built around the concept of the funnel – and HubSpot was no exception. Funnel businesses produce customers by attracting a wide audience that is then qualified and nurtured until they buy. Unfortunately, funnel businesses fail to consider how the customers they are producing can help them create new customers. At HubSpot, we discovered that if we wanted to keep growing, the funnel wasn’t the way forward — the flywheel model was. And when you think about your business as a flywheel instead of a funnel, you make different decisions and adjust your strategy.
