The marketing funnel versus the flywheel: Generating consistent leads through a new model of engagement

Abstract

The marketing funnel is a failing metaphor. A new model, known as the flywheel, offers new ways to re-engage existing leads and customers to grow more effectively. This paper describes where the funnel has failed and offers new tactics for re-engaging leads at every step of the buyer’s journey. It explores the stages of inbound marketing — awareness, consideration and decision — and how to enhance results at each stage. Discussion of forces affecting the flywheel’s effectiveness will help outline a practical means to generate more leads and sales — reducing friction from the marketing and sales process, increasing lead and referral speed, and building a productive mass of quality content, leads and word-of-mouth referrals. Finally, the article describes a three-step process to engage (and re-engage) leads and prospects that are already familiar with a company: mapping out a company’s strategy, identifying the relevant forces to improve marketing results, and reducing points of friction in the conversion process.