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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
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.
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
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
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.
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.
