Revamped Inbound Certification (Now Featuring the Flywheel!) Available

On stage at INBOUND18, Brian Halligan introduced the new approach to growing a business: the new inbound methodology and the flywheel model.

As a HubSpot agency partner, you’re probably already an inbound expert. Inbound is a methodology you can use to grow a business that provides value and builds trust. As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.

So what's new about it? Well, after some research and testing this year, we've re-envisioned the inbound methodology to better match the way businesses need to grow today. The inbound methodology, along with technology, continues to help businesses adapt to their customers’ fast-changing needs — not just with marketing but with the entire customer experience.

The new inbound methodology is composed of three stages: attract, engage, and delight. Inbound businesses use the methodology to build trust, credibility, and momentum. It’s about adding value at every stage in your customer's journey with you.


  1. Attract: Attracting is about using your expertise to create content and conversations that start meaningful relationships with the right people.
  2. Engage: Engaging is about building lasting relationships with people by providing insights and solutions that align with their roadblocks and goals.
  3. Delight: Delighting is about providing an outstanding experience that adds real value, empowers people to reach their goals, and become promoters of your company.

The inbound methodology is no longer a linear process. It’s now used in a circular flywheel model.

What’s New in the Inbound Certification?

This is the biggest update made to the Inbound Certification course.In its latest iteration, the Inbound Certification features HubSpot executives and educators teaching you how to run an inbound business using the new inbound methodology, from marketing to sales to services.

This course introduces the new inbound methodology from a high-level view with HubSpot leaders like Dharmesh Shah, Brian Halligan, Katie Burke, Alison Elworthy, and Mark Kilens. It’s now aligned with the new methodology, the new flywheel model, and the new inbound principles.

Take a Look at the New Inbound Certification