The metaphor of a funnel doesn’t work anymore because marketing isn’t a one-time activity: great engagement programs keep re-engaging and deepening your relationships. That’s where the Marketing Flywheel comes in – using customers as the center of a process to Attract, Engage and Delight your audiences. After this session, you’ll be able to: Define why the Marketing Flywheel makes more sense than the metaphor of a funnel Take steps to re-engage your audience to help deepen relationships and grow faster Get more and better results by spinning your flywheel faster, to keep your marketing machine running Increase your marketing efficiency, and tie results to CRM as your business growth hub

1. The Funnel is Dead
Long Live the
Flywheel

2. • Digital Marketing
• Lead Generation
• Content
• Web Design
• Advertising
• Inbound Marketing
dave@bizzyweb.com
612-424-9990
@dave1meyer

3. Our Agenda
• The Marketing Funnel
• Funnel vs. Flywheel
• Measuring your Flywheel
• Maximizing Delight
• Reducing Friction
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

4. 4
Crisis in trust
Salespeople
Marketers
Teachers
61%
19%
10%
5%
5%
1%
Firefighters
Dentists
Accountants
Baristas
Politicians
46%
38%
Trust Index

5. 5
Crisis in trust
Salespeople
Marketers
Teachers
61%
19%
10%
5%
5%
1%
Firefighters
Dentists
Accountants
Baristas
Politicians
46%
38%
Trust Index

6. 6
How did you
first hear about
us?
Google
33%
3%
3%
Word of Mouth
Blog
Review Sites
Industry Publications
Social Media
26%
3%
13%

7. 7
How did you
first hear about
us?
Google
33%
3%
3%
Word of Mouth
Blog
Review Sites
Industry Publications
Social Media
26%
3%
13%

8. The Funnel

9. Funnel
• Marketing’s job: filling the funnel
• Many “leads” feeds fewer customers
• Old goal: As many leads as possible
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

10. Traditional Inbound Workflow
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

11. Funnel Drawbacks
• “One and Done”
• Repeat business is FAR easier to win
• Word of mouth often drives more referrals, which drives
sales
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

12. Funnel vs. Flywheel

13. The Model is Changing
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

14. Flywheel =
Growth

15. Customer retention is
more critical to your
company’s success
than customer
acquisition
A 5% increase in
customer
retention can
increase
company revenue
by 25-95%
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

16. 16
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

17. What’s A Flywheel?
• A new model for business growth
• Goal: Create marketing momentum
• 3 inputs:
– How fast it spins
– Friction in your process
– How much ”mass” or activity
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

18. What’s Your Flywheel?
• Create customers who will happily drive new business
• Funnels are just one part of your lead-gen process: the
part that
brings in new business (blogs, social content,
advertising, etc.)
• Add ways to delight and re-engage your customers
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

19. Flywheel Tools
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

20. Flywheel Tools
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

21. Flywheel Tools
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

22. Flywheel Tools
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

23. Measuring Your
Flywheel

24. Measuring the Flywheel
Make it easy to
shop and buy
Customer success is
your success
Provide value before
you extract value
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

25. I provide value to prospects by …
…answering marketing questions, providing tips and tricks
I make it easy for prospects to buy by …
…offering easy ways to connect, simplifying
the sales process, removing roadblocks
I make my customers successful by …
…adding more value, solving problems,
going deeper and anticipating issues
Flywheel Measurement Example
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

26. Your Flywheel Forces
• Attract:
– Earn attention, don’t force it
– Useful content that’s worth their time
• Engage:
– Build relationships vs. closing deals
– Focus on customer success vs. sales
• Delight:
– Remove friction in the customer experience
– Over-deliver and solve problems
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

27. Maximizing Delight

28. Maximizing Delight
• How can you better serve your customers?
• What else can you do to help?
• What other problems can you solve?
• Identify forces on your Flywheel
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

29. Flywheel Forces
Force Currently … To maximize delight …
Marketing
Sales
Service
Not answering customer
questions
Add FAQs or streamline
with chatbot
Commissions based
only on new revenue
Customers have
problems with renewing
Add Compensation for
repeat sales
Streamline landing page
for additional help
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

30. Reducing Friction

31. Reducing Friction
• Identify your points of friction
• What can be automated?
• What can you fix via shared goals?
• How about adjustments to the team?
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

32. Reducing Friction
Source of friction
Can we fix this with …
automation? a new goal? reorganization?
Support ticket response slow
Missed customer touchpoints
Abandoned carts at checkout
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

33. Wrapping Up
• Funnels are limited
• Focus on your Flywheel
to grow your business
– Attract
– Engage
– Delight
• Reduce Friction to grow
@dave1meyer | dave@bizzyweb.com | bizzyweb.com/flywheel

34. Thank You!
Dave Meyer
President, BizzyWeb
dave@bizzyweb.com
612-424-9990
Visit BizzyWeb.com/flywheel for a free flywheel assessment!