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Inbound Marketing ROI & Closed Loop Reporting

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Discussion about inbound marketing basics, how to track the ROI and the most powerful tool available to marketers - closed loop reporting.

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Inbound Marketing ROI & Closed Loop Reporting

  1. 1. INBOUNDMARKETINGROI
  2. 2. WHAT WE’LLGET INTO TODAY 1. What is inbound marketing? Basic overview of how it works 2. How to measure inbound marketing ROI 3. Q&A Session
  3. 3. “Half the money Ispend on advertisingis wasted; the troubleis I don’t know whichhalf” - John Wanamaker “Pioneer in Marketing”
  4. 4. OUTBOUND MARKETING!
  5. 5. OUTBOUND MARKETING IS BROKEN SKIP TV ADS UNSUBSCRIBE RECYCLE/TRA SH SAY ‘DO NOT CALL’
  6. 6. WHAT IS AMARKETERTO DO?
  7. 7. WHAT IS AMARKETERTO DO? = TRANSFORM THE WAY YOU DO MARKETING!
  8. 8. Make marketingpeople love
  9. 9. Inbound marketing is afundamental shiftin how we connect to potential customers
  10. 10. People are now educating themselves.Finding solutionsto their problemsUsing the Internet.
  11. 11. The fundamentalshift is when you become the educator.
  12. 12. INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  13. 13. INBOUNDMARKETIN Get Found 3 G Pillars Convert Analyze
  14. 14. HOW TOGET FOUNDONLINE?Search Engines 3 Inbound Links MAJOR WAYS Social Sharing
  15. 15. INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  16. 16. Download our FreeeBook on Inbound Marketing! aaaaaaaaaaaaaa Lead GET IT NOW! Call to Action Landing Page with a Form
  17. 17. HOW DOESTHISWORK?
  18. 18. How to create aFACEBOOKBUSINESS PAGE?
  19. 19. Awesome helpful content!
  20. 20. Moreawesome content!
  21. 21. INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  22. 22. Increase There is a Increase number lot we can profits of leads analyze Increase Increasesite traffic inbound Increase links Grow social visit/customer media conversion reach rates
  23. 23. ANY GOOD Increase MARKETING Increase number SOFTWARE profits of leads CAN HELP WITH THESE! Increase Increasesite traffic inbound Increase links Grow social visit/customer media conversion reach rates
  24. 24. What software can’t help with…Improve Improve social brand media awarenesspresence Improve Enhance customer online awareness presence
  25. 25. BE CONCRETEWITH YOURGOALS! (no fuzziness allowed!)
  26. 26. TO DETERMINE ALWAYSROI START WITH THE END IN MIND!
  27. 27. AND IF IT DON’TREMEMBER MAKE DOLLARS IT DON’T MAKE SENSE!
  28. 28. How to begin tracking ROIDetermine what your concrete goal isFind the most helpful toolsBe mindful - record time and moneyspent on the project
  29. 29. FACT: While many companies are investing in inbound marketing – most are done without the ability to demonstrate any ROI
  30. 30. WHAT IS AMARKETERTO DO? = BEGIN USING CLOSED-LOOP MARKETING!
  31. 31. Closed-LoopMarketingDefinition: Marketing that relies on data and insightsfrom closed-loop reporting.The most powerful way to determine whichmediums/channels are the most effective at driving highquality leads which end up purchasing.
  32. 32. Closed-Loop Marketing Benefits … by being more efficientAllows us to marketersdemonstrate capitalizing on our work’s the bestvalue to our Helps you to Work bosses. attract more smarter, not high-quality harder... leads
  33. 33. Always specify a ! campaign with tracking URLS. Use tracking URLS“/?utm_medium=social&utm_sources=twitter”
  34. 34. Site Visitors
  35. 35. Now this is closed-loop reporting!
  36. 36. Which keywords drove the most customers!
  37. 37. Recap onClosed-Loop Marketing 1. Fairly new, and incredibly powerful new marketing reporting. 2. Tracks site visitors actions on our site with tracking tokens – giving us insight to a ton of helpful information. 3. After a large enough sample size of new customers is gained – we can determine which are the best channels to pursue. 4. This information can help us shorten the sales cycle, learn more about our buying personas (we see their site activity), set the right goals & expectations, and ultimately be a better marketer.
  38. 38. Inbound MarketingROI Recap 1. It’s all there – you just need the right tools. Ideally in one place. 2. If it don’t make dollars – it don’t make sense. 3. Make sure you’re concrete with your goals. No fuzziness allowed. 4. Make sure you’re tracking your time and money as an investment to show the true ROI.
  39. 39. THANK YOU! Sarah Bedrick Twitter.com/sbedrick Sarahbedrick.com www.HubSpot.com

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