Jose shares that he views a marketing strategy as taking the whole concept and breaking it down into more manageable pieces using the Flywheel framework. This framework breaks down strategies into attracting, engaging, and delighting customers.

Attracting strategies define how you connect with your customers for the first time - how do you bring someone to your website to learn more about you or how can you get them to engage with more of your content?

Engaging strategies are those mechanisms you use to engage with people on an individual level once they’re on your website, Facebook page, or LinkedIn page. When people visit your website they're anonymous. Engaging strategies help you understand who they are and gain information from them so you can continue building that relationship until they are ready to buy.

Delighting strategies are how you ensure people’s entire experience interacting with your company is delightful. Some of the questions you can ask yourself here are: is it hard to connect with our team or get support as a customer?

Learn more about Jose Martins, leading Hubspot for Startups Growth & Partnerships in USA & Canada:
https://www.linkedin.com/in/growbetter/

Learn more about HubSpot for Startups:
https://www.hubspot.com

Learn more about BonBillo’s Social Entrepreneurship Programs:
http://bonbillo.com/