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#inbound
INBOUND MARKETING:!
How to Prove Your ROI!
Live Webinar:!
July 25th, 12pm ET/ 9am PST!
!
Speakers:!
Mike Volpe, HubSpot!
David B. Thomas, salesforce.com!
!
!
Ask your questions now at #inbound
#inbound
MEET YOUR EXPERTS:!
Mike Volpe!
CMO @ HubSpot!
@mvolpe!
David B. Thomas!
Senior Director of Content and
Community @ salesforce.com!
@davidbthomas !
!
#inbound
AGENDA!
!
1.  What is inbound marketing?!
2.  Where do you start?!
3.  How do you do it?!
4.  How can you track and measure the ROI of
inbound marketing?!
!
#inbound
#1 WHAT IS
INBOUND
MARKETING?!
#inbound
Watch Full Recorded webinar:!
!
!
!
#inbound
HUMANS HAVE CHANGED!
#inbound
1990 2000 2010
Hours
Worked
9-5 8-6+ Whenever
Office 4 walls Open Cubicles iPhone
Internet None
Email & Web
Research
Everything
in the Cloud
Learn about
products
Tradeshows,
Ads, Print
Publications,
Sales Reps
Tradeshows &
Google
Social Media,
Google,
Freemium
Buying
process
Sales Rep in
Office & Golf
Course
Sales Rep on
Phone / Web
No Sales Rep
HUMANS HAVE CHANGED!
#inbound
CHANGES IN CONSUMER ATTENTION!
86% !
skip TV ads!
91% !
unsubscribe!
200m!Say DO NOT
CALL!
44% !of direct mail is
never opened!
#inbound
1% OF COLD CALLS
WORK. 

THE OTHER 99%
HATE YOUR GUTS.



-- @MVOLPE!
#inbound
THE MARKETING PLAYBOOK 

IS BROKEN.!
86% !
skip TV ads!
91% !
unsubscribe

from email!
200M!
on the 

Do Not Call list!
44% !
of direct mail is
never opened!
#inbound
VS.!
Cold Calling !
Cold Emails (SPAM)!
Interruptive Ads!
Marketer - Centric!
SEO!
Blogging!
Social media!
Content!
Value!
Attraction!
Customer - Centric!
INBOUND!TRADITIONAL!
#inbound
INBOUND MARKETING METHODOLOGY!
#inbound
#inbound
#inbound
COST OF A LEAD!
* Of marketers with >$25k budget yearly
Average cost of a lead at a company not using
inbound marketing:!
$41
#inbound
COST OF A LEAD!
* Of marketers with a yearly budget >$25k !
Average cost of a lead at a company not using
inbound marketing:!
$41
Average cost of a lead at a company using
inbound marketing:!
$36
#inbound
#2 WHERE DO
YOU START?!
#inbound
IDENTIFY YOUR BUYER PERSONA !
SUSAN ! ERIC!
#inbound
DETERMINE THEIR NEEDS!
“I need to
generate more
qualified leads.”!
“I need to increase
the reach of my
brand.”!
#inbound
CREATE BUSINESS OBJECTIVES
AROUND YOUR CUSTOMERS!
Help Susan generate more qualified leads. Write
content for her to help her learn more about what a
qualified lead looks like, and where to find them.!
!
Help Eric learn new and effective ways to increase his
branding. Write blog posts for him to teach him
branding best practices. !
#inbound
#3 HOW DO
YOU DO IT?!
#inbound
BUILD MARKETING ASSETS!
Blogs! Interactive!
Tools!
Photos &!
Infographics!
Videos &!
Podcasts!
Presentations!
& eBooks!
#inbound
CREATE A CONTENT ENGINE!
#inbound
STEP 1: START WRITING VALUABLE CONTENT!
#inbound
STEP 2: TURN WRITTEN CONTENT INTO WEBINARS!
#inbound
STEP 3: BLOG ABOUT YOUR CONTENT!
#inbound
STEP 4: PUT A CTA ON YOUR BLOG POSTS!
#inbound
STEP 5: ASK PEOPLE TO SHARE YOU CONTENT!
#inbound
STEP 6: SHARE YOUR CONTENT YOURSELF!
#inbound
#4 HOW CAN
YOU TRACK
AND MEASURE
THE ROI OF
INBOUND
MARKETING?!
#inbound
MEASUREMENT!
#inbound
TRACKING EACH CAMPAGIN!
#inbound
TRACKING EACH CAMPAGIN!
#inbound
TRACKING EACH CAMPAGIN!
#inbound
SERVICE LEVEL AGREEMENT!
Example:!
!
A marketing team agrees to generate a certain value of leads per month for the
sales team. Each lead has a dollar value. This way, the sales team knows exactly
how many leads to expect, and the marketing team can be held accountable in
order to help the business as a whole reach revenue goals. !
Agreement between two teams to help reach a common goal !
#inbound
THE MARKETING SLA!
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads!
(1-100 Employees)!
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads!
(100-2,000 Employees)!
* Data has been altered from actual
HubSpot data for the purposes of this
presentation!
#inbound
DAILY ACCOUNTABILITY FOR
MARKETING & SALES!
* Data has been altered from actual HubSpot data for the purposes of this presentation!
#inbound
DETERMINING YOUR COST PER
CUSTOMER!
1. Take all the costs from a set timeframe (say a month), including:!
!Advertising!
!Marketing materials!
!Sales reps!
!Overhead!
!
2. Determine how many customers were acquired in that month!
Example:!
!
1.  Total cost for the month of April = $100,000!
2.  Total customers acquired in April = 400!
3.  Cost per customer (CAC) = 100,000/400 = $250. !
Your cost per customer is $250 for April!
#inbound
COST PER CUSTOMER OF A COMPANY
W/ SLA VS. WITHOUT!
$291
$486
$0
$100
$200
$300
$400
$500
$600
W/SLA! W/O SLA!
#inbound
FINAL TAKE AWAYS!


Content Engine!
Track and Measure!
Optimize For !
Round 2!
#inbound
THANK !
YOU!!
#inbound
GET A FREE TRIAL OF HUBSPOT !
Offers.hubspot.com/free-trial!
#inbound
Get a FREE Guided Tour of Salesforce!
bit.ly/SFDCGuidedTour!
#inbound
Stay in
Touch!
#inbound!
https://twitter.com/salesforce!
@mvolpe! @davidbthomas!
https://twitter.com/HubSpot!
http://www.linkedin.com/company/hubspot!
http://www.linkedin.com/company/salesforce
https://www.facebook.com/hubspot!
https://www.facebook.com/salesforce!
Blogs.Salesforce.com !
Blog.hubspot.com!

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Secrets of Successful Inbound Marketing

Editor's Notes

  1. VOLPE - Doesn’t fit with the theme, remove??
  2. VOLPE - Doesn’t fit with the theme, remove??
  3. Once you know your goal, you can begin to create your content engine
  4. Landing pagesFormsLead generationContact capture
  5. Landing pagesFormsLead generationContact capture
  6. 43% of companies say they have acquried a customer from a company blog. 82% of companies who blog daily say they see a positive ROI in blogging, vs. 57% who blog monthly.
  7. Help covert people and move them down the funnel
  8. 74% of marketers say that Facebook is an important channel for lead generation. 52% of people say they have acquired a customer from FB, 43% from Linkedin and 36% from Twitter.
  9. From SOIM 2013
  10. From SOIM 2013
  11. Once you know your goal, you can begin to create your content engine
  12. Q&A for both Lauren and Karen