HubSpot is a pioneer in inbound marketing — a holistic, data-driven strategy designed to attract, engage, and delight customers. Central to HubSpot’s methodology is the Marketing Flywheel concept, which emphasizes creating a self-sustaining cycle of positive interactions with your customers. The methodology is built around three key phases: Attract, Engage, and Delight.
Attract
The attract phase involves drawing in the right people with valuable content. Research from HubSpot indicates that businesses prioritizing blogging are 13x more likely to achieve positive ROI.
Engage
During the engage phase, we foster interactions that lead to lasting relationships with prospects. It’s here where we use interactive content, conversations, and conversion methods to transform visitors into leads. Content marketing, according to Demand Metric, generates three times more leads than traditional marketing and costs 62% less.
Delight
In the delight phase, we focus on providing outstanding customer service that exceeds expectations. We aim to turn customers into promoters who are excited to advocate for your brand. According to Forrester Research, businesses excelling at customer engagement generate 50% more sales-ready leads at 33% lower cost.
While not explicitly named in the primary phases, conversion is an integral part of the inbound methodology, often embedded within the ‘Engage’ phase. It’s during this stage that visitors are transformed into leads via engaging call-to-actions and landing pages. According to a 2020 Marketing Benchmark report, landing pages convert at an average rate of 9.7%.
