How to eliminate friction and increase delight at every stage of the customer journey. All right reserved to Hubspot.

1. As marketers, we
tend to think our
customer journey
looks like this…

2. But it actually
looks like this.

3. To grow better,
marketers need to
take the lead on
eliminating friction
at every stage of
the customer
journey.

4. Let’s take a look at
some common
customer
experience pain
points and learn
how marketers can
solve for them.

5. Attract

6. You won’t attract
prospects if your
blog strategy reads
more like a sales
strategy, your social
media posts look
like advertisements,
and your content is
self-promotional —
not educational.

7. To remove friction,
write blog and social
media posts that reflect
your brand values — not
your brand’s products.
Create content that
inspires and educates,
rather than sells.
And avoid centering
your marketing around
catch-all offers.*
* Some offers are okay! Just use a
relevant CTA (call-to-action) to drive
the reader to applicable content.

8. At HubSpot, our
marketing team limits
our number of
promotional posts.
Instead, we focus on
creating helpful
content that educates
and inspires our
audience so they can
grow better.

9. Engage

10. You can’t engage
with prospects if
you don’t interact
with them how,
when, and where
they want.

11. To remove friction, stop
spamming your
prospects — talk to them
when they want.
Prioritize personalization
by connecting about
topics that are relevant to
them.
And meet them where
they are by engaging on
social, email, phone, chat,
and more!

12. At HubSpot, we formed
a centralized customer
communications team
to improve the way we
engage with customers.
And we invested in
emerging channels so
customers, prospects,
and fans can reach out
on any channel they
like, anytime they want.

13. Delight

14. You won’t delight
your customers if
you don’t prioritize
relationships and
welcome their
feedback.

15. To remove friction,
collect customer
feedback and act on it.
Host events or launch
campaigns dedicated
to celebrating and
thanking your
customers.
And identify advocates
in your customer base
and work to strengthen
those relationships.

16. At HubSpot, we aim to
delight our customers
by highlighting their
achievements in our
content!
We host events to build
and strengthen
relationships.
And we created an
entire customer
marketing team that’s
dedicated to keeping
customers’ interests at
the center of our
business.

17. Most importantly, we
said goodbye to the
funnel and hello to the
flywheel.
This switch in strategy
allows us to easily
identify and remove
points of friction from
our customer
experience.

18. What does your
company do to
combat friction?