Taking a company from outbound marketing to inbound marketing can never be easy... But, can it be simple? One word: yes.

1. StepbyStep…
Othón A. León

2. it’s RED, it’s HOT, and there’s only one way to it…
The Door To Our New Markets
Inbound &
Outbound
Marketing Mix
Customer Value
Core Business
Once that has been said…

3. Let’s make it simple
Step 3
Finally, we create a list of the 7
strategies we need to pursue,
we prioritize it, eliminate the
last 7 and concentrate on the
top 3 ones.
Step 1
We identify our market goals,
inbound and outbound
strategies, tactics, actions. Step 2
Then we determine the
resources that we shall need in
order to accurately execute.
Prepare the Process
A new Marketing approach is born!

4. 1
2
Primary source:
Current web platforms
Including all last years’ activity
(information requests, purchases,
comments, surveys, etc.).
Secondary sources:
Previous site / 2 Databases /
Sales information
Extremely important to classify the
information per categories, since it has
not been done previously.
Sources
Review of our CRM
Then we go for our KPIS…

5. First things first
1
2
3
KPIS Indicators “A”
Sales revenue, cost per
lead and customer value
should give us the first
clues as to what kind of
contributions we could
aspire to.
Start walking !
First estimations: 3 months…

6. 1
2
3
About Online ROI…
KPIS Indicators “B”
Online Marketing ROI, traffic
to lead ration, lead to
customer ratio and landing
page conversion rates should
be the basis for the next
increase in revenues.
KPIS Indicators “A”
Sales revenue, cost per
lead and customer value
should give us the first
clues as to what
contributions we could
achieve to begin with.
First things first
Start walking !

7. 1
2
3
Now that I mention that…
KPIS Indicators “C”
Organic search, social media search
and mobile traffic conversion rates
will be the last “push” to increment
income.
Careful!
Key Performance
Indicators (KPIS) are not
easy to select, measure
and link to financials.
KPIS Indicators “A”
Sales revenue, cost per
lead and customer value
should give us the first
clues as to what
contributions we could
achieve to begin with.
KPIS Indicators “B”
Online Marketing ROI, traffic
to lead ratio, lead to customer
ratio and landing page
conversion rates should be the
basis for the next increase in
revenues.
First things first
Start walking !

8. New tactics to earn
consumers’ interest
instead of “buying” it.
Old tactics to push
products or services on
customers
Inbound Marketing Outbound Marketing
Content
We must continue to create quality
content to pull consumers.
Value
We should not forget our relative
success with our 7 Ps strategy.
One Strategy
Two Dimensions
What lies ahead then?

9. Once we cross it,
interaction is
inevitable… and
dangerous too.
Tracking the progress
When it comes to inbound marketing,
focusing on these 10 KPIS can provide us
with a true indication of how we are
performing and where our highlight
areas for improvement are.
Social Media Marketing ROI
We should pay special attention to this,
since it can be “tricky”, and as content
becomes king, we should…
A hot place to go to…
The Red Door
Let’s get into it…

10. Embrace Two Marketing Dimensions
Our 3 key strategies must be backed up by
inbound and outbound tactics and actions.
Approve Marketing Plan
Involving all functional areas, yes Susan, that
includes Sales.
Focus On Content And Value
If content is king, then value is queen… got the
idea?
1
2
3
Conception, Adoption, Creation
Step by Step
Defining our platforms…

11. 2 3
Execution
Emphasis on getting all data on
the table can be an avoidance
mechanism; we must be
cautious on it.
And then, Execution…
Let’s keep in mind that our goal
at all time must be to balance
simplicity with thoroughness.
1
Execution
Key players must be clear about
their roles in achieving 80% of
the plan. Forget about the other
20%.
Fact: Best strategies fail.
Key Growth Drivers
Let’s do it!

12. One First Step
Questions?
Othón A. León
I shall email you all a copy of this presentation…