The Funnel vs. The Flywheel: A New Era in Lead Nurturing

Nov 03, 2023

The Paradigm Shift in Lead Nurturing

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Lead nurturing has long been the cornerstone of sales and marketing strategies. The traditional funnel model, which has served us well for decades, is now facing a formidable contender - the flywheel. This blog post explores the difference between these two models, their strengths, and why the flywheel is emerging as the future of lead nurturing.

The Funnel Model: A Linear Journey

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For years, the funnel model has been the go-to for lead nurturing. It's a linear process that describes how leads are acquired, nurtured, and converted into customers. The logic is simple: pour leads into the top of the funnel, apply marketing and sales efforts to push them through various stages (top, middle bottom), and eventually, they'll become loyal customers.

The funnel model's strength lies in its predictability and simplicity. It provides a clear path for lead conversion, allowing businesses to set specific targets, measure results, and make necessary adjustments.

The Flywheel Model: Harnessing the Power of Momentum

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The flywheel, on the other hand, represents a shift in how we approach lead nurturing. It draws inspiration from Newton's first law of motion - an object in motion tends to stay in motion unless acted upon by an external force. Instead of viewing leads as a one-way street, the flywheel treats them as a dynamic force that can keep the wheel spinning.

In the flywheel model, three crucial elements come into play: attract, engage, and delight. These aren't isolated stages but a continuous loop. The logic here is to not just focus on closing the deal but to provide a remarkable experience that keeps customers returning.

Why the Flywheel is Gaining Momentum

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Customer-Centric Approach: The flywheel puts customers at the center. It acknowledges that satisfied customers aren't just an outcome but a force that can drive new leads through word of mouth and referrals.

Velocity for Growth: The flywheel builds momentum, stimulating growth. The energy generated by delighted customers eases the acquisition of new leads, reducing friction and cost.

Adaptability: The digital age has brought about rapid changes in consumer behavior. The flywheel is adaptable, ensuring your lead nurturing strategy evolves with your customers.

Long-Term Value: Instead of focusing solely on the conversion, the flywheel nurtures leads for their long-term value. This approach generates consistent, sustainable growth.

A New Dawn in Lead Nurturing

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As the business landscape evolves, our lead nurturing models must evolve. While the funnel served us well in the past, the flywheel is poised to lead the way into the future. Its emphasis on using customers as a force to build momentum, stimulate growth through velocity, and create long-term value makes it a compelling choice. In a world where customers hold immense power, the flywheel approach is the new dawn in lead nurturing.

The future of your lead nurturing strategy is bright - it's time to embrace the flywheel.