Marketing in 2021: Why organizations should kill the funnel and focus on the flywheel? Adarsh Noronha

Adarsh Noronha leads Hubspot’s growth efforts in India. Adarsh is responsible for HubSpot’s sales and revenue across India and will be based in HubSpot’s Asia Pacific headquarters in Singapore. Before joining HubSpot, Adarsh was General Manager and Senior Sales Director at Oracle, where he led the customer experience business in India, helping enterprises in the region with digital transformation. Before Oracle, he served as Country Manager at Informatica and spent six years in sales leadership positions at Salesforce India.

At Ampliz B2B Binge 4.0 APAC Edition, Adarsh focused on the growth of the business through the flywheel concept. According to him, customers have changed the way they function and their behavior. They are more critical and impatient than before. They expect an immediate response from customer service representatives. Gaining their trust is the biggest challenge the marketers and sales folks are facing.

People trust their friends and colleagues. Therefore, word of mouth becomes the most significant source of truth and trust for the customers. The customers trust the information coming from their friends. Businesses are failing to adapt to this change.

Businesses have adopted inbound marketing method in totality. They are attracting, engaging, and trying their every bit to delight the customers. It is one of the biggest challenges they are facing. The funnel was the holy grail of the businesses. The issue with the funnel is that it focuses on sales folks rather than the need of the customer.  Flywheel centers around the customer with content and various activities built around it.

Flywheel focuses on customers and allows them to bring in customers that fit the bill with sales, marketing, and services built around customers. They start to rotate around the customer. It helps to attract more customers with the help of current customers.

Customer-focused flywheel engages, attracts, and delights the customers. They help to create experiences. The experiences make delight which they would want to share with their colleagues and friends. It helps in attracting the right kind of audience to your product. Customer delight is part of every section of the business, just not the customer success team. When joy becomes everyone’s job, they become customer-obsessed.  Being customer-obsessed makes you put customer needs at the forefront and cater to them. 

Being genuine is part of the delight. If you are honest, customers will come to you. The customers will accept you from their heart. Create every piece of content that resonates and shows that you understand them. The better you get at it, the more customers are attracted to you. You can convert them to sales easily. Be transparent with your pricing and build your transparency and credibility.