Ushus-Journal of Business Management

2023, Vol. 22, No. 3, 63-77

ISSN 0975-3311|https://doi.org/10.12725/ujbm.64.5

The Flywheel: A New Digital Marketing

Model

Kiran Vazirani* & Sunanda Vincent Jaiwant†

Abstract
The flywheel model has gained popularity in marketing as
an alternative to the conventional sales funnel paradigm.
The flywheel model emphasises the value of client
happiness, engagement, and loyalty through a customer-
centric strategy to marketing, sales, and customer support.
Customers are seen as the primary driver of growth, and
marketing, sales, and support teams collaborate to keep the
flywheel turning. Flywheel, offers new ways to engage and
re-engage existing leads and customers to enhance the
brand value of any product. The flywheel marketing
approach emphasises the notion that client connections are
ongoing and that a happy client may be a strong driver of
company expansion. It nudges companies to prioritise
long-term success over only short-term revenue.
Organisations may establish a self-sustaining cycle of
growth by offering excellent experiences at every level of
the customer journey. The paper also includes the inter-
connection of Digital marketing strategies with the new
model which offers the new tactics for engaging the
existing and new customers at every step of their journey
with the brand or the firm. With the empirical
understanding of the previous researches, the paper will
conclude with how digital marketing strategies can be

* School of Business and Management, CHRIST (Deemed to be University),

Bengaluru, Karnataka, India; Email: [email protected]
† School of Business and Management, CHRIST (Deemed to be University,

Bengaluru, Karnataka, India; Email: [email protected]

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aligned with a firm’s marketing plan, which will act as a

momentum for marketer’s efforts.
Keywords: Digital marketing, Flywheel, Marketing Funnel,
Marketing Strategies, Customer engagement, Customer experience,
Delight, Attract, Engage.

Introduction
Business world has gone into many transformations and the biggest
ever transformation that has ever taken place, if asked any marketer
is the customer. The customer of most of the business has gone into
number of evolutions. Today’s customer is informative
knowledgeable and exposed to global standards customers. He is
more educated and digitally oriented. All these have made him more
demanding and expecting more from every purchase. Business
should be cognizant and take care of these demands and
expectations above other business activities. Companies make long-
term decisions and work upon long-term relationships without
compromising upon their values and principles. In short,
Organizations need to be more customer-centric.
Organizations need to lineup their success story with their
customers. They can scale up and be more sustainable by creating a
delightful experience for their customers and thus maintain a steady
record of loyal customers. To be more sustainable and to retain their
loyal customers, organizations need to deliver outstanding and
exceptional customer experience.

The Concept of Flywheel in Marketing

Flywheel can be defined as “a model for business growth that
focuses on using the momentum of happy customers to drive
referrals and repeat sales.”
CEO Brian Halligan of HubSpot had first coined this term for
marketing and customer relationships and it makes a strategic
approach to inbound marketing’s strategies.
Flywheel is an improvement and improvisation over the older
concept of Purchase funnel. The older Purchase funnel demonstrates
the buyer’s purchase journey from the point of awareness to final

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purchase and it is used by the marketers as unbeaten method for lead

generation. The funnel focuses mostly on making the final sale and
closing the deal.
The flywheel focuses on the association between the organization
and the customer. It forms a cycle and cyclical motion where in an
incessant ring is created with the users connecting and
communicating with the organization. The relationship between the
brand and the customers does not end with the final purchase but
the interaction between the organization and the customer goes on
like in a loop.
Flywheel focuses on bringing a synchronous between the sales and
the marketing function keeping the customer as a focal point.
Flywheel keeps the customer as the centre and the goal and not the
final sale. Flywheel encourages a lasting and more sustainable
relationship between the company and the users leading to more
sales and increased brand loyalty.
The marketing flywheel is an improvement over the traditional
funnel. The conventional marketing funnel works from creating
awareness among the customer and ending in final sale and creating
loyalty towards the brand. However, Flywheel works in a circular
motion where customers lead to more sales and growth of the
organization.
The Flywheel model promotes an enhanced customer experience.
Marketers using Flywheel model can go beyond the level of
satisfying the customers to delighting them. The model thus
increases the momentum of gaining delighted customers who go in
for repeat sales and also become instrumental in bringing in new
customers through referrals and generate new sales.

Phases in the Marketing Flywheel

There are three phases in the Flywheel – Attract, Engage and Delight.
In the Attract phase, the focus is on generating lead by giving real
and true value to the customers. The Engage phase deals with
creating a strong association with the customers who have
purchased the company’s offerings. The Engage phase proliferates
during the customer buying process by educating the customers,
offering need satisfaction and providing personalized customer
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service. The Delight phase focuses on delighting the customers by

going beyond making the final sale and giving them an enhanced
experience. His phase aims to build a strong relationship with the
customer in order to converts them into brand promoters who will
bring in new customers. Thus, flywheel is meant and designed to
keep spinning on its own, getting more force and power.

Source: https://www.hubspot.com/flywheel
Attract phase: In this stage the company endeavours to attract
audience or visitors to the company’s product or service and even to
the company’s website. This is achieved with the help of creative
content in its marketing communications. The main aim at this level
is to garner more attentions and awareness of the customers the
company. Organizations employ different strategies and tools like
content marketing, email marketing, search engine optimization,
referral marketing, social media marketing, targeted paid
advertising, and conversion rate optimization.
Engage phase: This phase aims to get the customers more engaged
with the company. The company selects and use the preferred tie
and platforms where the customer is more comfortable to get
engaged to the communications and activities of the company.
This stage aims at building a stronger relationship with the
customers. The company goes in for database mining and database
segmentation and then reach out to the target customers with

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personalized content. This phase focuses on higher customer

engagement than on final sale.
Delight phase: Flywheel focuses on delighting the customers
through increasing better customer experiences. At this stage, the
company support and enable their customers to have an enhanced
customer experience beyond the satisfaction of their needs through
the company’s offerings. The delighted customers become the brand
ambassadors and they promote the company’s products and
services. Customer loyalty is the main focus in this stage and it is
created using tools like customer feedback, reviews and loyalty
programs.
The Flywheel Model basically improves the customer’s journey with
the company. The Flywheel sets itself right from the beginning when
the customer as its first encounter with the company and enhances
each interaction and experience of the customer though innovative
engagements. The wheel doesn’t stop function at the sale of the
product or service. But flywheel keeps the experience rich and
delightful for the customer thus creating an enduring relationship
between the customer and the company. Flywheel Model places the
customer at the core of the wheel. All the stages revolve round the
axis that is the customer trying to drive the customer to develop into
supporter and guarantor for the company.

Review of Literature
(Meyer, Autumn/Fall 2019) has clearly defined how the marketing
funnel is a failed approach to be followed by marketer during this
technically oriented time and how Funnel can take up the new
leading place, helping and guiding the marketers. Author has also
explored the concept and application of inbound marketing.
Research paper had a discussion about the improvising the process
of generating leads and higher sales, with the reduction in different
types of friction and identifying the current marketing strategies and
suggesting a few new ones to increase the momentum of the wheel.
(Even, SPRING 2014-15) in the research titled “Where mobile fits in
the marketing funnel sandwich” explained about the focus of
marketers on the mobiles as a choice for connecting with customers.
Paper had also explained about how role of mobiles is being
monitored by the marketers with a focus on engaging and re-
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engaging the customers to speed up the rotation of flywheel. The

paper had suggested that how the marketers can plan for increasing
the touch points with the help of mobile apps and optimise the
marketing efforts.
(Pavan, Volume 1 / Number 2 / SPRING 2014-15) in the present case
study discussed about how the strategies have been framed by
different organizations to improvise percentage of purchasers who
are using browsers for their purchase activity. This paper also
disclosed the multiple customer journey model and varies strategies
to optimise the repeat buyers and to retain them for future sales.
(Farsaii, Volume 3 / Number 4 / Spring 2016) has brief about the
strategies and methods which can help marketers to convert more of
the on-site customers as the product consumers. The articles proved
that the plethora of efforts and amount to be spent on target
segments is always more beneficial for an organisation than
spending or monitoring each step of the funnel.
(Sushil, 2012) also discussed in the research paper about the
continuity of strategies to be followed by the organization. This
helps the marketers to keep the flywheel rotating, which in turn
helps to have a continued momentum of the rotating wheel to act as
a source to minimize or solve the current obstacles. Author has
briefly mentioned about the multiple forces which can act as a
catalyst for keeping the continuity of strategies by the firm such as
large customer base, well-established culture, core competence, etc.
(Halligan, Replacing the Sales Funnel with the Sales Flywheel,
2018)The article has covered two major aspects that can work well
while following the path of flywheel. The first most being
discussed was the “Force”, which acts as a way to increase the
spinning speed of the wheel. And the major focus of the force was
not to have a happy customer, but to have delighted customers,
associated for a longer time with the organization. And that can
only be possible if the effort or force is being applied by each
individual of the organisation. The second thing which the author
recommended is to reduce the “Friction”. He quoted, earlier it
matters what you sell in the market (The product or service) but
now the only thing matters is how you sell it. Customer experience
while purchasing the product matters. Author has suggested a few

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methods like better customer interaction, skilled employees and

investment in IT could be a few ways to reduce the friction.

Flywheel in Digital Marketing

Promotional Marketing

Stranger

Evangelism Ambassador
Visitor
Marketing Targeted
Marketing
Customers

Engage

Customer Viewer

Interactive Personalised
Marketing Marketing

Source: By the Authors

Attract
Attract phase is a very crucial stage. The success of the entire
flywheel begins at this stage. The brand usually shelves out some
attractive promotion content to catch the attention of perfect
strangers to the brand. People unknown about the brand and its
offerings or people with very less information are drawn to the
brand, its website though some useful content which catchy and
attention drawing. Companies deploy many digital marketing tools
like content marketing, search engine optimization, social media
marketing, social selling, targeted paid advertising, and conversion
rate optimization.
Promotional marketing attracts the strangers to visit the websites,
blogs or any other social media pages or platforms. These visitors are
inquisitive about the brand or the company and its offerings and
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operations. Marketers’ job is now to remove any kind of hurdle for a

smooth journey of the visitor to sail through for more information.
Digital or online business depends largely on identifying and
connecting with prospective customers; hence traffic needs to be
built by the marketer to draw the people to whom the brand is not
known by various brand awareness strategies. Strangers need to be
drawn to the company website focussing more on broadcasting
relevant and useful information to the strangers to arouse their
inquisitiveness to dig more for information about the brand. Digital
marketing strategy consequently should guarantee a smooth and
effortless connecting with the brand. Brand ought to do away with
the unnecessary and excessive activities by the prospective
customers by keeping the landing pages simple yet attractive and
devoid of irrelevant data. The call-to-actions should be
conspicuously noticeable on the landing page and other pages on the
website.
This phase characterised by the following features:
• Use of simple, uncomplicated and highly consumable
content (blog posts, emails, social media) to solve the
strangers’ and visitors’ initial queries.
• Using paid sensible advertising to encourage brand
awareness
• Increase brand visibility through optimizing on-page and
off-page SEO practices and search engine rankings
• Simple and attractive landing page and prominent call-to
actions.

Engage
The second phase is Engage phase where the company endeavours
to engage the casual visitor having limited knowledge about the
company and its product and convert him into a more dedicated
viewer. Marketer connects with the visitor with some targeted
content and urges him to view more brand information and learn
about more brand offerings. The digital marketing uses desired
timeline and platforms according to the viewers. The main focus
during this stage is to begin a relationship with the viewer through
digital marketing tools and content. Marketers use tools like
corporate website content and personalized emails, database
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segmentation, marketing automation, lead nurturing, multichannel

communication (chat, phone, messaging, email), sales automation,
lead scoring.
Customer engagement is the epicentre of digital marketing
techniques. Customer engagement fuels personalization and real-
time interaction on digital platforms. Visitor after turning into the
role of viewer will look for a more engaging relationship with the
brand. The viewer now will get involved in the various call-to-
actions (CTAs). The brand at this stage should offer to its viewers
useful information in the emails or company website.
Various digital marketing tools like welcome emails can be used to
begin a fruitful and lasting customer relationship. By being a good
host, you're establishing the foundation for a lasting relationship.
Customers at this stage should be aware that the company is
interested and looking forward to hear from them (customers).
Personalized email account in the sender field instead of “do not
reply” address should be used by the companies to fulfil this
objective. This goes a long way in humanizing the brand to the
customer and increases engagement.
Posting on time is very crucial in social media marketing. Companies
can utilize the platform-specific analytics and insight tools to
observe active on the social media platforms and accordingly
schedule their postings. This will ensure more viewership and more
engagement in the form of views, likes, shares and comments. Real-
time updates are also more exciting for followers, as they want to be
the first 'like' or comment or be the first to share an update within
their network. Timing is of utmost importance in social media
marketing.
Likewise, there are numerous other ways in of leveraging email and
social media activities to boost engagement and augment brand
loyalty.
This phase is characterised by the following features:
• Convert leads with gated advanced content offers (eBooks,
tip sheets, infographics, case studies) and subscription
offerings
• Nurture leads based on where they are in their buyer journey

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• Configure messaging tools (live chat and chatbots) to deliver

exceptional customer service and strengthen relationships
• Optimizing for mobile for an understanding of customers’
their email habits and making communications as user-
friendly as possible
• Use of platform-specific analytics and insight tools to study
and analyse when viewer is most active and accordingly
tailor the posting schedule to those times.

Delight
The delight is the final phase of the Flywheel. In this phase the
company focuses on supporting and empowering the customers to
become brand ambassadors. The company gets involved in making
the customers successful though the use of its products and services.
Company’s success is in the success of the customer. A successful
customer is happy and satisfied and becomes a loyal customer and
a big asset for the company. Some of the tools used by the company
during this stage are forces you are self-service (Knowledge base,
chatbot), proactive customer service, multichannel availability (chat,
messaging, phone, email), ticketing systems, automated onboarding,
customer feedback surveys, and loyalty programs.
A loyal customer is driven to the point of delight though better and
enhanced customer service and satisfaction. A delighted customer is
the biggest asset to the brand because he further drives and rolls the
wheel by bringing new customers to the brand and the phase of the
Flywheel start all over again.
The delight stage aims at offering an extraordinary customer
experience that eventually leads to customer delight. Brand must
focus on the users’ needs, motivation desires and aspirations to
arrive at an apt combination of customer experience. Brands must
ensure that the customers are happy and satisfied with the brand
and remain so for long. The basic aim of customer delight is to drive
the customers to share their experience with the world and generate
new customers for the brand. The customers now must become un-
commissioned and unofficial brand ambassadors.

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• Provide content that aligns with what leads have shown

interest in and how they’ve already interacted with your
content
• Case studies, reviews, and testimonials are valuable and
provide opportunities for you to connect with happy
customers and reinforce your value to them
• Develop a voice of the customer program to gather feedback
and turn happy customers into flywheel force
• Use marketing automation software to help customers self-
serve 24/7 when and where they need it.

Case Study of Amazon Flywheel

Flywheel as the name suggest, is a structure looking like a wheel,
which make us think about few stages – first being a force (internal
or external) to start spinning of the wheel. Second, being the
reducing any sort of friction which can result in speed reduction or
stoppage of the spinning wheel. Third being the making constant
effort to increase the spinning speed of the wheel. This is the
mechanics behind the working of a wheel. The same concept is being
applied in the case of a business organization. Conceptually if we
look into the business organization, firms should plan strategies,
ways or methods to have a kick start of wheel’s rotation. It can be
successfully implemented with the help of loyalty programs, better
CRM techniques, trained and skilled sales reps, etc. Reducing the
friction is possible with strategies like smooth operational
functioning, better after sale services, effective customer grievance
handling, Responsive CRM, etc. The whole organization including
production of better or zero-defect products, skilled human
resources, responsive marketing executives, critical research analyst,
loyalty programs, updating blogs, mobile marketing, etc, will help
to continued wheel rotation.
Started in the year 1994, Amazon started with a bookstore to an
Everything Store. This success journey was the result of many critical
strategies and decisions. One of them in this digital era is
collaborative involvement of the customers and the inbound
marketing strategies adopted by Amazon. From the perspective of

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its founder, Jim Collins in his book Good to Great, which named it
as “The Flywheel Effect”.
The Amazon’s flywheel focused on three major areas – Low cost, a
big selection catalogue and a great customer experience. These three
strategies acted as a force to start the wheel’s rotation and keep the
flywheel rotating. To avoid the friction, one of the major strategies
adopted by Amazon was the Cash Machine Strategy, which helped
to enlarge the business of Amazon by incorporating other products
and influencers to keep the smooth momentum of the wheel. Instead
of distributing the profits to the shareholders, Amazon had tried to
improvise the customer service and also efforts to keep the pricing
lowest. The strong and efficient distribution network of Amazon has
made the hassle-free shopping experience across the world by
Amazon customers.

In Case of Pepperfry.com –
In 2012, the firm has launched their digital presence as a website
named as pepperfry.com. the vision behind the firm was “To be the
place where the modern Indians shop for their homes”. The firm has
constantly shown in the growth of revenue for every financial year
specially in last five years. The core values of the firm include –
Doing more with less, Pioneering and Juggad. The latest records say,
the firm has more than 60 lacs registered users, more than 40
Pepperfry Studios. Monthly there are more than 120 lacs of customer
visits. The product list has approximately 1.2 lacs of products to
choose from. The company claims that in every 15 seconds they sell
an item. The most commonly sold item is the Coffee Table. The firm
has a high-tech mobile app enhanced with superior augmented
reality features, which ensure customer engagement. By end of 2019,
the firm has served 6 million customer’s orders. The market presence
of the firm is seen in three different ways – As Studios, As Offices
and the Warehouses.
Pepperfry follows a “Managed Marketplace Model”. In this model,
the orders are dispatched directly from the vendor to the different
customers across the country. To application of the Flywheel model
can be understood as follows:

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The Inner Circle of Flywheel – Attract, Engage and Delight

To Attract – Pepperfry has been a revolution in the organised
furniture industry in India, as before the inception of the firm, this
industry is majorly dominated by local and nearby vendors. The
reason behind that would be trust, after sale services, long
associations, cost effective, easy to transport, less or zero damages
during transport, etc. Pepperfry initially launched the e-store
targeting the urban populace of the country. But still furniture being
an item related with the concept of ‘Touch and Trust’, firm decided
to open up the Studios at different locations of the country. Major
objective of the stores was to let the educated, affordable, urban
populace to Touch and Trust the product offered by Pepperfry
which acted as a major point of attraction for the target audience.
Followed up with advertisement on each media, showing the clean
and structured house, sophisticated families, after sale services with
skilled and professional workmen, Jingle – “Stop suffering and leave
the hard work to us” targeting to give the solution for the frustration
of customers has attracted e-visitors and increased walk-ins in the
studios. To look into the monetary motivation for the products,
Pepperfry offers a competitive price to the customers with hassle free
delivery, association with major banks for affordable EMI option for
the upper middle-class populace also acts as an attractiveness
towards the brand. Not the least, the products are designed in such
a way that it attracts the target audience to visit the nearby Studio.
To Engage – The major objective of the firm to have Studios was not
to have a selling store house, instead they tried to have very
professional, skilled, qualified with interior designing courses sales
reps to attend the customers visiting the Studio. The more time a
customer spends at Studio, the more engage customer will be. With
the same objective, firm has maintained an active and interactive
corporate blog and a separate webspace to provide a complete
freedom to the customers about the product’s feedback, which every
customer can read and write. The corporate blog has the suggestions
for decorating a dream home by different influencers, which provide
their opinion with attractive pictures and ideas to build a dream
home. In addition to that, to enhance customer experience and
engagement, a user-friendly app is being launched. The social media
page of Pepperfry also gives an opportunity to prospective

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customers to contact with the current buyers and the recent buyers
will get a space to share their experience with brand association.
To Delight – The target audience of Pepperfry is the Urban, educated
and sophisticated populace. Keeping in mind the expectations of the
target population, Pepperfry has made sure the customer experience
should be taken care as prime objective of every employee and
supplier of the firm. The assured timely delivery, a strong product
portfolio, a great delivery experience with multiple loyalty programs,
helps the customer to be associated and advocate the brand in the
market.

Conclusion
The presence of the e-market space has given a tremendous
opportunity to marketers to reach out the target audience. But on the
same time, this made organizations to work so firmly, accurately,
efficiently, because as customers are easy to be reached out by
marketers, same way they are easily approachable by other
customers too. Firms have to grasp this opportunity and aligned
each department to work with customer centric approach, making
sure a higher level of customer experience during the pre, during
and post purchase. And the same satisfied customers can help the
brand to leverage the momentum of successful strategies adopted by
the firm. The same has been adapted by Amazon and Pepperfry and
many other firms. Both the firms have tried to enhance their business
for higher customer experiences as well as working backward, to
have a smooth running of business like partnering with third party,
associating third party products as per their own standards, having
their own delivery system to ensure flawless and timely delivery.
The digital marketing gives a way for the firm to attach with their
suppliers and the customers at the same time. The concept of
Flywheel will add on to look forward the digital marketing strategies
in a different and collaborative way to have a better and enlarging
centre with higher profits for the firms.

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funnel sandwich. Applied Marketing Analytics, pp. 139-145(7).

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