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New Inbound model: from the sales funnel to the inbound cycle

Since its inception, the term Inbound has been linked to the funnel or sales funnel, representing the process by which unknown users go through phases until they become customers.

A model like faisal hills map perhaps very focused on the marketing part and not so much on the sales and customer service side, since much of the effort goes to the upper and middle part of the funnel, so that the largest number of leads enters and in that way manage more qualified contacts.

The client was the result of the effort of the marketing actions.

Now it is the customer and their shopping experience that occupies the central part of the Inbound model of ichs town islamabad. A model that revolves around you, that feeds on your satisfaction and that turns the cycle, wheel or flywheel, with increasing force if your success (that of the client) is greater.

The circular shape and its rotating movement is a metaphor for the continuity of the process with the client of park view city: it should never end, feeding back and turning more strongly as the relationship improves.

Wheel, steering wheel or cycle (Flywheel) Inbound: the client occupies the central part

RATIO ABOVE CONVERSION

It's about building relationships, not closing contracts.

Customers want to be served as people, not as numbers or as elements that go through different stages of a funnel.

Faced with the increasingly aggressive actions of "low cost" automation, the value proposition is to differentiate yourself, generating the best customer experience.

Brian Halligan at the presentation of the Flywheel, at the Inbund convention 2018

SO THE FUNNEL MODEL DOESN'T WORK ANYMORE?

It is still a scheme to take into account, with these points:

  • It is limited to what is placed at the top of the funnel (TOFU) and implies that it must be continuously fed,

  • It does not take customers into account as a priority, as it focuses on attracting users and converting contacts, so that the commercial team works on them.

The sales funnel, which places the Client at the end of the process, in front of the inbound cycle, which focuses on the client, his interactions, the purchasing process and success.

THE TRANSITION FROM FUNNEL TO THE INBOUND CYCLE

The Inbound cycle comes from the term Flywheel of university town

, which is a mechanism that stores energy and is designed to keep going, although it is not feeding; acts by inertia to be in constant motion.

flywheel inbound halliganBrian Halligan demonstrating movement and turning the cycle / flywheel

THE COMPONENTS OF THE INBOUND CYCLE

ATTRACT

To prospects, who enter the cycle and interact for the first time with the company and its marketing or commercial agents. 
It's about offering value, without forcing them to pay attention, removing barriers so they can learn about the services we offer.

TO INTERACT

the relationship is sought more than the  Conversion ; The purchase process is facilitated to the consumer, from the resolution of the first doubts to the decision-making.

DELIGHT

is the fundamental objective, customer satisfaction throughout the entire buying and selling process.

They are not hermetic phases: from the first contact, we can delight.

CRM

It is located in the central part of the cycle, where the contacts are located. It is the system that allows monitoring of customer activity and interactions, drawing a map of the customer journey .

By applying more force to the cycle, it spins faster and longer. Your client's success is your success and is the true source of power for the system.

CHANGES IN PURCHASE DECISIONS

As consumers, we have more and more communication channels with companies: live chat, messenger, instant messaging, ...

And also more possibilities to inform us on our own, to request information, to compare it, to consult opinions and testimonies of clients who have already used the service that interests us.

For 55% of consumers, we consider “word of mouth” as the main factor in purchasing decisions, in 55% of cases, followed by references from other consumers.

The commercial agent has been reducing its relevance in the decision-making process. 

What sources of information do we trust to make purchasing decisions.

To increase the audience, it is essential to detect where consumers spend more time, facilitating channels of contact and interaction. By detecting where the friction is (which slows down the movement of the cycle), greater growth and strength are achieved in the cycle, generating leads, qualifying them, converting them, achieving loyalty and evangelization.

Understand which contacts are of higher quality, processes to better serve the contacts (calls with a script, information sequences, how to contact, improve the main KPI, ...)

The shape of the flywheel contextualizes the relationship with the customer and allows the departments of the company to be aligned around growth and the customer experience .

CUSTOMER EXPERIENCE JOURNEY:

Clients : Businesses grow as their clients succeed in their objectives. 

Prospects can now chat, schedule a meeting autonomously, call an agent, or fill out a web form. 

The best interaction method is the one chosen by the user.

How the Flywheel Killed HubSpot's Funnel

NET PROMOTER SCORE:

It is an indicator to measure customer loyalty, if you would recommend the service to someone else, based on their shopping experience.

In the customer-focused Inbound cycle model, it makes sense to use this metric to assess the situation of ideal customers.

net promoter score

WOULD YOU LIKE TO APPLY THIS INBOUND CYCLE METHOD IN YOUR BUSINESS?

Contact our online marketing team , specialized in Inbound for real estate companies, to propose a consultancy focused on  planning your digital strategy .

 

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