Agencies: set busines goals with your inbound prospects


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Inbound marketing agencies should be setting business goals during their sale process. Dive deep into the financial impact of new customers and establish a baseline activity to determine the true value of your services.

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Agencies: set busines goals with your inbound prospects

  1. 1. CMB Partner Office Hours Agencies: Set business goals with your inbound prospects. Every Tuesday @3pm Eastern
  2. 2. Rule #1: Contribute! Be ready to be called on…
  3. 3. Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. After the Webinar • Webinar recording • Slides • Blog article
  6. 6. What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  7. 7. Inbound agency service offering  Strategy services (Buyer persona, CMB, Website optimization plan  Development Services (Inbound Engine)  Support Services (Content creation, consulting, PR, Social Media)
  8. 8. Today’s Question: As an agency,how can I set business goals for inbound marketing with my prospect?
  9. 9. Inbound agency sales process Establish a need for you. Set goals for working together. Present your solution for them.
  10. 10. First, gain trust and permission.
  11. 11. Why am I asking you these in depth questions? “I want to make sure we are a good fit for each other” Today we will:  Establish some financial goals for inbound marketing over the next year.  Identify what we have to build on (current results).
  12. 12. Why do we need to establish goals and a starting point? “I will build a presentation of recommendations for our next call that outlines exactly what it will take to reach your goals” (activity, timeline and costs)
  13. 13. First decide how many customers we need, then calculate your monthly goals.
  14. 14. How many new customers will get us excited?
  15. 15. Establish lifetime value of customers  Revenue  Lifetime (years recurring) / Upsell plan  Profit margin
  16. 16. Example: Lifetime value calculation Average revenue per year: $87,500 Lifetime (years): 3.5 years Lifetime revenue: $306,250 Profit margin: 60% Lifetime value = $183,750
  17. 17. How many new customers need to come from inbound this year? Customer lifetime value = $183,750 3? 5? 10?
  18. 18. How are we doing with inbound today? What if they don’t know?  1,267 (they gave you a Google Analytics login)  Leads: ?  Customers ?  Revenue ?  Marketing ROI: ? HubSpot’s inbound marketing assessment
  19. 19. Setup your goal setting call (The next step) “If I work on some recommendations for us to gain X new customers this year using inbound marketing, WHO WOULD BE A PART of the decision to partner with us?
  20. 20. After the call: Choosing a goal for your recommendation 1. ($183,750 – 100k)/ 100k = 83% ROI 2. ($367,500 – 100k)/100k = 267% ROI 3. ($551,250 – 100k)/100k = 451% ROI 4. ($735,000 – 100k)/ 100k = 635% ROI *I know my standard program is 100k with HubSpot
  21. 21. Your homework Create recommendations report showing how your inbound marketing team can help them reach their goals. The challenge: knowing the level of activity necessary to meet their goals.
  22. 22. The challenge Knowing the level of activity necessary to meet their goals.
  23. 23. Resources  This slide deck (on our blog)  HubSpot’s goal setting call training  HubSpot’s inbound marketing assessment
  24. 24. Next Session: Tuesday July 29th @ 3:00 PM EST “Pitching your inbound marketing services” Sign up at: webinars