Inbound marketing is a
business model innovation
based on the fact that it’s
more economically efficient
to create an experience that
attracts consumers than it is
to interrupt someone else’s.
(It’s pretty hard to justify, too.)
You can’t improve
what you can’t
“Just an expense.”
PPC SEO Firm
“I’m spending a bunch of
money on marketing, and
I’m making more money
than I’m spending back.”
Marketing is half of the
“We spent $1000 and got 500 website visits”
Buying isn’t a linear process. It never was. We
just didn’t know enough.
Setting Sales up for Success
I'm just in the
dropped in to browse
I urgently need to
buy a black sweater.
Awareness Consideration Purchase
If you ask them, Sales
will tell you that the
real way people buy
is far more complex.
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.
The sales & marketing activities and tools to this point
add up to the
Cost Of Customer Acquisition
• Now the focus shifts to increasing the customer’s
Life Time Value
How many leads did sales accept
and work this month?
Unworked eCommerce Leads
How is this
Marketer Opportunities Created by Month
If sales is forecasting low for this
month, invest differently.
Sum of Probability Adjusted Recognized MMR in USD (Thousands)
Current Month Sales Forecast
Sales has to give leads a fair
chance, not just cherry-pick.
Average Last Attempt #
Average Attempts Per Hi/Med SAL
* Data has been altered from actual HubSpot data for the purposes
of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Small Business Mid-Market Enterprise
THE SALES SLA
Calculate the ideal number of sales attempts for each type of lead
Total of 5 Ecommerce Case Studies
• 10 dedicated collaterals,
including 3 Ebooks and a
• To be deployed on
Dedicated CTA for every
Marketing Collateral Update
• Solid 28 offers
• Only team to have its own topic
01 • 67 Customers
• 2 Live Workflows
Offer No. 27 – 19 Blunders That Are
Hurting Your Conversions
A co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or
Are Marketers Failing to Leverage Facebook
HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.
THE MARKETING SLA:
Contributions to pipeline revenue
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
1% $40K $400
5% $40K $2K
20% $40K $8K
Small Business Persona
2% $200K $4K
6% $200K $12K
25% $200K $50K
3% $700K $21K
10% $700K $70K
30% $700K $210K
Companies with an active SMarketing SLA are 34% more likely
to experience greater year-over-year ROI than those companies
They’re 21% more likely to get greater budget allocations.
They’re 31% more likely to be hiring additional salespeople to
* source: State of Inbound Marketing 2015
Pipeline Revenue Example
C = # of new customers,
D = # of downloads,
V = Average LTV
Yes. I downloaded their eBook.
Yes. They helped me make a decision.
Yes. I bought from them.