This hope can often be disappointed . Conversion rates from the first to the last phase are physiologically very low – according to some research, we are even talking about 1% of leads that are actually useful.
This happens because we often introduce an audience into the funnel that is too large and therefore tends to be off-target.
Account Based Marketing helps us on this front and does so by reversing the funnel. Instead of addressing the mass market, we address very specific , pre-qualified and pre-selected niches.
In this niche, in fact, there are your ideal customers , that is, those accounts that, due to their characteristics, have a high propensity to transform into customers and to guarantee an excellent Lifetime Value .
In practice, while in traditional marketing you filter the leads that have reached france phone number library the end of the funnel by focusing on the most promising ones, with Account Based Marketing you instead make sure to reach them at the beginning , communicating only and exclusively to them and attracting only qualified leads into the funnel.
By applying Account-Based Marketing with the help of tools like Lead Champion discover you can greatly increase conversion rates and optimize digital marketing investments, with a tangible improvement in return on investment (ROI).
hubspot flywheel
From Funnel to Flywheel
As we mentioned at the beginning, the “classic” lead generation funnel is not the only visual metaphor of the buyer's journey.
HubSpot , a leading inbound marketing platform and a point of reference for many professionals, has created the flywheel model , an innovative strategy that more and more companies are focusing on.
The idea behind the flywheel is very simple: instead of considering the end customer as the arrival point of a unique path, without points of contact with the public at the base of the funnel, consider the latter as the fulcrum around which the entire activity of the company revolves.
In this way, the flywheel highlights the importance of keeping customers satisfied and happy , so that they become promoters of the company itself, for example through word of mouth .
Just like a real flywheel, the flywheel focuses on the concept of momentum , the continuous motion of a successful business that grows and prospers with less effort , thanks to the reputation built and shared by existing customers.
To create this momentum , the flywheel focuses on three key recurring elements :
Attraction ;
Involvement ;
Trust .
In this way, the company can create a virtuous circle , where satisfied customers become promoters of the company, attracting new customers and continuing to grow the business.
