Marketing flywheel
DefinitionGrowth
Marketing flywheel
HubSpot's replacement for the funnel: instead of ending at purchase, happy customers feed growth through referrals, reviews and expansion, so the model is a wheel that spins faster as friction is removed. A useful corrective to funnel thinking wherever word of mouth and retention drive the economics.
Evidence from the library
Build, Nudge and Connect - the funnel rewritten around how memory works rather than how inventory sellsPrinciple1924The funnel survived because it made ad inventory easy to sell, not because it was ever accuratePrincipleThe funnel's real problem is the assumption that you can push people through stages in orderWarningWithout continuously creating future demand, sales growth hits a ceiling and plateaus no matter how much more is spent on performance marketing.PrincipleBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrinciple
Source
Marketing Definitions
Brian Halligan, HubSpot (2018)
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DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue