HubSpot’s Inbound methodology helps you attract, engage and delight customers through meaningful relationships.
Inbound can be a framework for CSMs to help attract, engage and delight our customers through their journey with us.
This post will provide a summary of HubSpot’s Inbound methodology and how CSMs can adopt the methodology as a framework for working with our clients.
Let’s review.
What Is Inbound?
According to HubSpot, companies practice Inbound by “empowering customers to reach their goals at any stage of their journey with you.”
The methodology consists of 3 phases as quoted from HubSpot:
- Attract: draw in the right people with valuable content and conversations that set you up as a trusted advisor.
- Engage: present insights and solutions that align with the customer’s pain points and goals so they are more likely to buy from you.
- Delight: offer help and support to empower your customers to find success with your product.
Ultimately, these steps are important because they help the customer succeed and in turn help you succeed as a business.
How Can CSMs Apply Inbound?
CSMs can adopt the Attract, Engage and Delight approach to deliver value to our clients through the customer journey.
- Attract: When beginning customer engagements we want to show qualities of a trusted advisor. We can research our customer’s business, ask insightful questions and listen to their needs. We can make initial recommendations and provide ideas to show the customer we’re prepared to help reach their goals.
- Engage: Here, we can grow our relationship by demonstrating we can help the customer achieve their outcomes. We may want to create a success plan on how we will reach the customer’s goals, define a list of the steps to reach first value and support our customer with resources such as how-to guides, workflows and success stories.
- Delight: According to SuccessCoaching a CSM must “earn success every day.” In the delight stage we want to continue to help our customer receive value. After the customer achieves first-value, what are the next series of outcomes we can help the customer achieve? We want to be relentless in our efforts to help the customer and continue to renew our relationship together.
What are the Benefits of Inbound for CSMs?
Inbound’s Attract, Engage and Delight stages build momentum and can create a flywheel effect according to HubSpot. The more CSMs help our customers succeed the more win-win situations we will create for our customer and our business.
CSMs can apply Inbound as a framework to improve the value our customer receives in their journey with us and in turn create value for our business.