Everyone likes more dollars.

1. Tweak Marketing.
Boost Sales.
Inbound marketing can boost your sales.
www.startupMIG.com

2. What is this document?
A lightweight strategy to
increase your revenue.
The Secret Sauce: A Strong Inbound Strategy.
Why do I need an inbound
strategy?
◦ You have a great idea.
◦ Some people buy that idea.
◦ You know there’s a larger
market. & you want that
market to come to you.
◦ Inbound is 63% more likely to
influence purchase decisions.
◦ Strong product + inbound
strategy makes sales much
easier.

3. Consider These Statistics
◦ 63% of B2B buyers agreed that high quality
vendor content was more conducive to
building a business case for the purchase.
(Demand Gen)
◦ Inbound practices produce 54% more leads
than traditional outbound. (Hubspot)
◦ Blogs on company sites result in 55% more
visitors.
◦ Leads from inbound/content marketing cost
on average 61% less than outbound
marketing leading.

4. Hola
I’m Marvin
I’m happiest when I work with companies I
believe in & people I admire. I work to make a
difference.
@marvinjmathew

5. Develop a Successful Marketing
Strategy
1

6. Identify this
◦ Goals
◦ Marketing Challenges
◦ Your ideal customer & how to attract them
◦ Where potential buyers look for
products/companies like yours
◦ How much you should invest in a marketing
program
◦ How this marketing program is going to
provide ROI

7. Month 1 will be the initial build-up and start of
your inbound marketing campaign. Expect This:
◦ Business survey researching your
product/service, brand and operations
◦ Construction of buyer personas or
profiles based on customer research
surveys, and interviews
◦ Benchmarks and SMART goals will be
created
◦ Content audit assess any existing offers
on the web and off
◦ Construction of an editorial calendar

8. Create and Maintain a Powerful
Website
2

9. Make sure it’s:
◦ Easy to navigate
◦ Professional looking
◦ Search engine friendly
◦ Mobile ready
◦ Easy to update

10. In Month 2 the campaign will really get going
78% of B2B
buyers start their
research with an
online search.
That’s why SEO is
important.
Things to include
Page titles
Meta descriptions
Meta tags
Body tags
Image SEO
Internal linking
Avoid keyword
stuffing.
Product Content
Companies with
more than 50-100
links generate 48%
more traffic than
companies with 1
to 50 pages.

11. Nail it
Strategize.
Have a plan in place.
Execute.
Do what you’re best at--not everything.
Delegate. Decide. Focus.

12. Generate More Traffic3

13. You can do this through:
◦ Blogging
◦ Social media marketing
◦ Search Engine Optimization (SEO)

14. By the numbers
◦ Content marketing costs 62% less than
traditional outbound marketing practices, yet it
generates nearly three times as many leads.
◦ 93% of B2B organizations rely on content
marketing to build brand awareness and generate
leads.
Content Marketing Works.

15. Blogging is an enormous first step
◦ 82% of marketers who blog daily report positive ROI
results for overall inbound efforts
◦ Companies that blog 15 or more times-per-month get
5x the traffic
◦ Companies that go from 3-5 to 6-8 times per month
almost double their leads
Create a blog that targets a specific buyer persona and
audience. Build a strong community this way.

16. PLANNING
You need to be planned.
Editorial Calendar’s keeps all forms of content in-line with
the business goals while creating a crystal clear &
consistent message across platforms.
You need that. Shooting from the hip is disorganized.
Clear & consistent gives you credibility.
You must be easily recognized as
a leader in your space.

17. Thought
Leadership?
Here’s how

18. Here’s how we make you a thought leader
Answer Q’s
Once your website
has blogs popping
up and marketed
for two months,
you’ll be getting
questions about
cooking, business,
and what it means
to be you.
Answer them.
Write thoughtful
responses.
People follow
brands because of
compelling
content.
An insightful piece
of content,
particularly in
response to a
reader is butter.
Editorial
Calendar
- Relevant and
timely
content.
- Consistent
quality
content.
- Engaging and
synchronous
brand

19. You do what you love.
We’ll make you known for it.
We build your online presence.
You perfect your product.

20. Convert Traffic to Leads4

21. The proven process includes
◦ Building landing pages that describe the offer with a
form to collect lead (potential customer) information
- User completes the form
- She gains access to the offer
- Receives an automated email
- Is entered as a lead into the CRM.
◦ Place call-to-action throughout the site to encourage
more lead generation

22. Convert Leads into Sales5

23. This can be done in four ways
◦ Lead intelligence- Know which pages your leads view and
when they return to your site. (Free Analytics via Google)
◦ Lead segmenting- break leads into lists based on the
form they complete or information collected.
(This allows for more targeted marketing/messaging.)
◦ Lead nurturing- campaigns are developed to further
educate “top-of-funnel” leads down to sales
◦ Email marketing- Used to send timely messages to all
contact in your system. (You can keep using MailChimp)

24. “IF YOU CAN’T MEASURE IT
YOU CAN’T MANAGE IT.”
PETER DRUCKER
MANAGEMENT GURU

25. Measure Everything6

26. DATA=VALUE. Data means insights. But there’s a lot
Here’s the data we should look at
◦ Traffic to leads
◦ Leads to customers
◦ Cost per lead
◦ Cost per customer (CPC)
▫ How much does it cost to get them as a
customer
◦ Lifetime Value (LTV)
▫ How much do they bring to the company
within the lifetime of our relationship
Hint: If the CPC>LTV, he’s not worth marketing to.
Strategy allows us to be targeted.
Targeted means more gross earnings.

27. $ XXXXXX
Current Earnings (Current Strategy)
X+Y= $$$$
$$= What you can make by going inbound first
$YYYYY
Your Potential Earnings (Left on the Table)

28. Investments or Expenses
Let’s build marketing
that makes the sales
team job easier.
Excellence is a process.
Let’s build products
that sell themselves.

29. ANY QUESTIONS?
This is all yours. It’s free. Give it a try.
Sales doesn’t have to be crummy.
I’m here to help.
@marvinjmathew

30. THANK YOU
This presentation is adapted from
Meaghan Moraes (Responsive Inbound
Marketing) June 11, 2015 post on the
Startup Institute Blog