Proving the VALUE OF INBOUND
MARKETING to Your CFO

Is there a CFO or
CEO standing between you and your inbound vision?

You

You

Need some help getting executive
buy-in and proving the value of your inbound marketing plan?

You’ve come to the right
place.

Inbound marketing makes it easier
than ever to attribute money spent to revenue generated.

Great.

So, how do you sell
that to your CFO?

That’s where this kit for
convincing your CFO comes in.

Click the image to download
it for free.

So how do you go
about convincing your CFO?

SET SOME CONTEXT1

OPTIMIZE OUR MARKETING INVESTMENTS TODAY
2016 Inbound OutboundInbound Outbound

OPTIMIZE OUR MARKETING INVESTMENTS TODAY
2016 Inbound OutboundInbound Outbound Show your current mix of outbound vs. inbound and where you want to get to and by when. Then, delete this text box.

OUTLINE THE
PROBLEM
2

THE BUYING PROCESS
HAS CHANGED

57% of the sales cycle
is complete before a prospect reaches out to a sales rep. ! “ Digital Evolution, Conference Executive Board, 2012 “

THE TRADITIONAL MARKETING PLAYBOOK IS
BROKEN

Dig your well before you’re
thirsty. ! “ Seth Godin Author, Permission-Based Marketing, Tribes, All Marketers Are Liars “

GIVE THEM THE
ANSWER
3

WHAT’S THE ANSWER?

Inbound marketing.

A holistic, data-driven methodology

A holistic, data-driven methodology that
leverages how people buy today.

SHOW SOME PROOF4

Inbound costs at least 67%
less per lead than traditional marketing. Source: HubSpot, 2014 State of Inbound Marketing $102 $220 $45 $37 $70 $27 $0 $50 $100 $150 $200 $250 1-25 51-200 1000+ Company Size Outbound Inbound CostperLead

Companies that blog generate more
leads per month than those that don’t. NumberofLeads (indexed) 0 2 4 6 8 10 12 14 16 B2B B2C Don't Blog Blog Source: HubSpot, 2010 State of Inbound Marketing

EXPLAIN HOW IT WORKS, USING
CFO-SPEAK 5

INBOUND MARKETING CREATES DIVIDEND-PRODUCING LONG-TERM
ASSETS.

Assets that inbound creates:

Assets that inbound creates:

Here’s how inbound
marketing works:

Your kid is having a
birthday party and wants a zip line in the back yard. What do you do?

Your kid is having a
birthday party and wants a zip line in the back yard. What do you do? Zip line backyard rental! You Google it.

Zip line backyard rental! You
Google it.

Zip line backyard rental! You
Google it.

You find a helpful listing.

You find a helpful listing.

You find a helpful listing.
You call the company to talk to sales rep.

This one’s perfect!

That’s inbound
marketing at work.

INBOUND MARKETING HAS A COMPOUNDING
RETURN.

Here’s how it works: Month
1 Month 2 Month 3 Month 4 Month 5 Month 6 Article 1 Leads 10 10 9 9 8 8 Article 2 Leads 10 10 9 9 8 Article 3 Leads 10 10 9 9 Article 4 Leads 10 10 9 Article 5 Leads 10 10 Article 6 Leads 10

Month 1 Month 2 Month
3 Month 4 Month 5 Month 6 Article 1 Leads 10 10 9 9 8 8 Article 2 Leads 10 10 9 9 8 Article 3 Leads 10 10 9 9 Article 4 Leads 10 10 9 Article 5 Leads 10 10 Article 6 Leads 10 Here’s how it works: The assets you create have a compounding effect because they continue to generate value (leads) over time without additional investment.

(Write that down. Your CFO
will love that statement.)

What about PPC?

The math of PPC vs.
inbound Pay Per Click Inbound Marketing

0 10 20 30 40
50 60 70 80 90 100 PPC Leads PPC Cost/Lead PPC vs. inbound Pay Per Click 0 20 40 60 80 100 120 140 IM Leads IM Cost/Lead Inbound Marketing

Do we want to rent
or own?

PPC (RENT) § Rent search
engine placement to generate leads § Immediate depreciation § Rates can change; go up with competition (bidding) § No budget? No leads § No residual benefit. Once spent, it’s gone.

PPC (RENT) § Rent search
engine placement to generate leads § Immediate depreciation § Rates can change; go up with competition (bidding) § No budget? No leads § No residual benefit. Once spent, it’s gone. INBOUND (OWN) § Long-term assets keep generating leads without more investment § Increases company’s overall value with a predictable lead generation method, system, and processes § Get the same PPC data, and more (Tracks behavior in inbound ecosystem) § Can attribute behavior to revenue generation

CLOSE ‘EM WITH YOUR PLAN
6

OPTIMIZING OUR MARKETING INVESTMENT FOR
INBOUND.

How we stack against our
top 3 competitors:

How we stack against our
top 3 competitors: Go to: http://marketing.grader.com Grade your website and your top 3 competitors’ sites. Put the results here. No matter where you land – you have a case. Everybody low? –pull ahead and be there first. You’re the lowest? – time to get on the ball. In the middle? – still need to get ahead or be left behind. Once you have the scores in place – delete this box.!

Our Marketing Goals: • Revenue
Goal Contribution • New Customer Goal Contribution • Sales Qualified Leads Goal • Marketing CAC Goal • ROI on Marketing

Our Marketing Goals: • Revenue
Goal Contribution • New Customer Goal Contribution • Sales Qualified Leads Goal • Marketing CAC Goal • ROI on Marketing Replace these with your marketing goals. Then, delete this text box. These are our recommendations for the types of goals your CFO will love. Download the CMO’s Pocket Guide to Selling Inbound Marketing to a CFO if you need a refresher on how to calculate them.

OPTIMIZE OUR MARKETING INVESTMENTS TODAY
2016 Inbound OutboundInbound Outbound

OPTIMIZE OUR MARKETING INVESTMENTS TODAY
2016 Inbound OutboundInbound Outbound Bring this slide back from the beginning of the presentation.

If you’ve got more money
than brains, use outbound marketing. If you’ve got more brains than money, focus on inbound marketing. ! “ Guy Kawasaki Entrepreneur, angel investor, former Chief Evangelist of Apple, Chief Evangelist of Canva, and co-founder of ALLTOP.com, Author, The Art of the Start & Enchantment “

Our Next Steps: • Get
HubSpot and other tools • Put resources in place – Retrain staff, assign new responsibilities – Inbound agency, freelancers, contractors • Onboard tools, document processes and policies • Test, measure, benchmark, analyze, tweak • Contingencies

Our Next Steps: • Get
HubSpot and other tools • Put resources in place – Retrain staff, assign new responsibilities – Inbound agency, freelancers, contractors • Onboard tools, document processes and policies • Test, measure, benchmark, analyze, tweak • Contingencies Insert your own high- level plan here about how you will move forward to implement inbound marketing. Then delete this box. Remember: keep it high level or else you’re inviting your CFO to challenge you. You’re educating the CFO, and seeking support. You’re not asking permission.

Want more?

Click to download the full
kit!