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@HubSpot
WHY
T H E M A R K E T I N G & S A L E S
F U N N E L I S FA I L I N G A S I A’ S
B U S I N E S S E S
APAC Managing Director
Hi,
I’m Shahid
Shahid Nizami's presentation at Mumbrella360 Asia
This is a new era of business
Technology has changed
More importantly, so have consumers
@HubSpot
Source: HubSpot Research
How important is an immediate response
when you need support?
Very Important
Important
Neutral
Unimportant
Very Unimportant
57%
33%
8%
1%
1%
They’re less patient.
90% of consumers expect an
immediate response from
customer service representatives.
@HubSpot
They’re skeptical.
Who do you consider to be trustworthy?
Base: 928 Global respondents (up to 3 selections accepted)
Source: HubSpot Global Jobs Poll Q2 2016
Doctor
Firefighter
Teacher
Nurse
Dentist
Accountant
Lawyer
Professional musician
Software developer
Journalist
Barista
Services/customer service
Professional athlete
Investment banker
Salesperson
Marketer
Stockbroker
Cars salesman
Politician
Lobbyist
49%
48%
38%
36%
19%
12%
12%
10%
9%
5%
5%
4%
4%
3%
3%
3%
2%
1%
1%
1%
@HubSpot
Word of mouth (friends,social media) referrals
Customer references
Media articles
Vendor-authored materials (eBooks,blog posts,whitepapers,case studies
Analyst reports/ recommendations (Gartner,Forrester)
Crowdsourced review sites (Quora,G2 Crowd,TrustRadius)
Salesperson
55%
46%
38%
38%
34%
27%
22%
Businesses report that word-of-mouth is their single best source of referrals.
What sources of information do you rely on when making purchase decisions for business software?
77% of consumers have shared positive experiences
Source: HubSpot Research
@HubSpot
Your customers are your best marketing channel
Businesses report that
WORD-OF-MOUTH
is their single biggest source of referrals.
Businesses are falling behind
It's no longer enough to grow…
It's no longer enough to grow
— WE NEED TO GROW BETTER.
But how?
With inbound
Inbound is a method of
attracting, engaging, and
delighting people to grow a
business that provides value
and builds trust.
@HubSpot
Customers
Marketing
SalesThe Holy
Grail
What was once
@HubSpot
Ye Olde
Funnel
Marketing
Customers
Sales
Is now…
@HubSpot
“Yes, hello. We’re still on hold”
Customers
Marketing
Sales
@HubSpot
“Yes, hello. We’re still on hold”
Marketing
Customers
Sales
@HubSpot
“Yes, hello. We’re still on hold”
Farewell funnel…
Marketing
Customers
Sales
@HubSpot
Hello flywheel
Service
Ma
rketing
Sales
Customers
@HubSpot
Inbound keeps your
flywheel spinning
Service
Ma
rketing
Sales
Customers
@HubSpot
@HubSpot
Service
Ma
rketing
Sales
Customers
Inbound keeps your
flywheel spinning
AttractEngage
Commission
Pricing
Product Roadmap
Budget
CEO Time
Lead Score
2015
Growth
A
ttract
Delight
Engage
Delight
2018
Commission
Pricing
Product Roadmap
Budget
CEO Time
Lead Score
Growth
A
ttract
Delight
Engage
Delight
2018
Commission
Pricing
Product Roadmap
Budget
CEO Time
Lead Score
Growth
A
ttract
Delight
Engage
@HubSpot
The Philosophy of
Growing Better
Customer Obsessed
Trendy Truthy
Customer Obsessed
Trendy Truthy
Self-Obsessed
C U S T O M E R
Customer First
Trendy Truthy
C U S T O M E R
Customer First
Trendy Truthy
Customer-Eventually
C U S T O M E R
of buyers would spend
more because of excellent
customer service.90%
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most…
HubSpot Research
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most —
CUSTOMERS.
HubSpot Research
We talked with thousands of them.
And we captured what we learned.
HubSpot Research
THE
C U S T O M E R C O D E
customercode.com
The Customer Code
EARN MY
ATTENTION,
DON’T STEAL IT.
TREAT ME LIKE A
PERSON, NOT A
PERSONA.
SOLVE FOR MY
SUCCESS, NOT
YOUR SYSTEMS.
USE MY DATA,
BUT DON'T
ABUSE IT.
ASK FOR
FEEDBACK,
AND ACT ON IT,
OWN YOUR
SCREW-UPS.
I DON'T MIND PAYING,
BUT I DO MIND
BEING PLAYED.
DON’T BLOCK
THE EXIT.
HELP ME HELP
YOU, BY HELPING
MYSELF.
#1 #2 #3
#4 #5 #6
#7 #8 #9
DO THE RIGHT THING, EVEN WHEN IT’S HARD.#10
Own your
screw-ups.
Everyone makes mistakes.
It’s part of life.
Everyone makes mistakes.
It’s part of life.
It’s how you deal with them that sets you apart.
Say you’re sorry, be sorry,
and make it better.
Like KFC.
They may have
run out of
chicken, but they
didn't chicken out
of apologising.
Your customers will appreciate it.
If a company you regularly buy from made a mistake, but apologised and
made it right, would you continue to buy from them?
4%96%
YES NO
HubSpot Research
I don’t mind paying,
but I do mind being 

played.
customercode.com
Customers shouldn’t need
a math degree to figure
out what they’ll pay.
customercode.com
When we asked buyers if
confusing pricing would
keep them from making a
purchase, 69% said yes.
No
31%
Yes
69%
The people who answered "No" must
really enjoy hide-and-seek ¯_(ツ)_/¯
HubSpot Research
$“ W E D O N ’ T C A R E A B O U T
O U R C U S T O M E R S ” F E E
“ W E ’ R E G R E E D Y A N D Y O U C A N ’ T
D O A N Y T H I N G A B O U T I T ” F E E
$
$“ W E K N O W Y O U W E R E N ’ T G O I N G
T O R E F E R F R I E N D S A N Y W A Y ” F E E
INVOICE
That means invoices like this no longer
fly with today’s customers.
Keep your pricing and discounts
open, clear, and fair.
Keep your pricing and discounts
open, clear, and fair.
Keep your pricing and discounts
open, clear, and fair.
N A M E : _ _ _ _ _ _ _ _ | Y E A R :
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R M I S T A K E S , D O N ’ T M A K E E X C U S E S .
H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y S E L F ) .
M A K E Y O U R P R I C I N G T R A N S P A R E N T A N D F A I R .
D O N ’ T B L O C K T H E E X I T .
S C O R E
A V E R A G E
CustomerCode.com
N A M E : HubSpot | Y E A R : 2 0 1 8
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R M I S T A K E S , D O N ’ T M A K E E X C U S E S .
H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y S E L F ) .
M A K E Y O U R P R I C I N G T R A N S P A R E N T A N D F A I R .
D O N ’ T B L O C K T H E E X I T .
S C O R E
A V E R A G E
8
6
6
9
7
8
7
6
7
7 . 1
CustomerCode.com
Do the right thing.
even when it’s hard.
Do the right thing,
even when it’s hard.
Do the right thing,
even when it’s hard.
Especially when it’s hard
It’s not just nice to do. It’ll
define your destiny.
It’s not just nice to do.
It’ll define your destiny.
Because your relationship with your
customers doesn’t stop the moment you
make a sale.
STOP
Purchase Stop
Customer Experience
It begins the moment a customer discovers
your brand, and it never ends.
First contact Purchase Stop
Customer Experience
If you ignore your customers,
your business will suffer.
#DigiCon2019 | @HubSpot
KEY TAKEAWAYS
3
Look for
opportunity to
apply more
force
4
Try to reduce
friction
wherever
possible
1
The funnel is
dead
2
The flywheel
is the new
way to grow
The Four Fs
@HubSpot
Stop thinking about your business as a funnel,
and start thinking about it as a flywheel and you
will make different decisions.
@HubSpot
Learn how to build your own:
hubspot.com/flywheel
THE
C U S T O M E R C O D E
customercode.com
IV
@HubSpot
Thank You

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