From Boca Raton Inbound Marketing Week Lunch and Learn | Friday, March 6, 2015 | The traditional marketing playbook is broken. Many marketing channels that businesses have depended on for decades are in a steep decline or best case scenario, stagnating. Is your business attracting the right website visitors, converting those visitors into qualified leads, and closing those leads into profitable clients? If you’re serious about growing your business in 2015, you can’t afford to ignore today’s modern buyer's journey -- that’s dominated by disruptive technologies like mobile devices, search engine research, social media participation, and cloud-based software. With 70% to 90% of most buyer’s decision now over before they’re ready for a conversation, it’s make/break critical for your company to get found by the right decision makers, in the right places, at the right time, and in the right context. In this presentation on "Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing," you’ll learn about how Inbound marketing, content marketing, and digital marketing can grow your revenue in a meaningful, predictable, and scalable way.

1. Top 10 Ways to Drive
More Leads, Revenue, and
ROI from Inbound Marketing
Joshua Feinberg
Co-Founder and CMO
SP Home Run Inc.
Connect with Joshua Feinberg
Follow @joshua_feinberg

2. Disruption (Massive!) of the
Traditional Marketing Playbook

3. 1) Build an
End-to-End
Solution That
Focuses on
SMART Goals

4. Set SMART Goals
• Specific
• Measurable
• Attainable
• Realistic
• Time bound
Source: Andy Rennie

7. 2) Personalize
Content to
Match Buyer
Personas

8. Buyer Personas Are the
Foundation for Remarkable
Content Creation
Businesses that skip doing persona research
end up putting out crappy content that:
• No one wants to read
• No one converts to a lead from

9. Don’t Be That Marketer!
Participating in blogging, search, social, or email without goals and remarkable
content doesn’t go over well

10. Highly Personalized Content
Accelerate the sales
cycle with content for
each
• Buyer persona
• Lifecycle stage

11. Why Highly Personalized Content?
Changes in modern buying habits –
selective consumption – and the rise of
Amazon, iTunes, and NetFlix make it
impossible for a single content
strategy to resonate with different kinds
of ideal clients

12. 3) Design
Systems for
High-Volume
Content
Creation

13. Source: Saucy Salad

14. Source: Montgomery County Planning Commission

15. Your Window of Opportunity
Most organizations
have aggressive
growth goals of
greater than
20 percent annually
But have very
conservative
budgets of way less
than 10 percent of
desired revenue
growth

16. Source: M Hooper

17. You Can’t Afford to Lose the
Content Game
Most organizations are missing out on
opportunities to generate leads and nurture
leads into clients due to enormous gaps in their
content marketing programs

18. 4) Align Your
Sales,
Marketing, and
Services Teams
Around
Shared Goals

19. Sales and Marketing “Love Affair”
87% of the words sales and
marketing use to talk about
each other are negative
Corporate Executive Board
(CEB) via HubSpot Inbound
Certification Courseware

20. Sales + Marketing =
Smarketing

21. Alignment Grows Revenue
Companies with strong sales
and marketing alignment
achieve 20% annual revenue
growth
The Aberdeen Group via
HubSpot Inbound Certification
Courseware

22. Align Around Same Goals and Personas

23. Work Backwards from Revenue
1. Shared Revenue Goal
2. Client Lifetime Value (LTV)
3. Number of Clients Needed
4. Lead to Client Conversion Rate
5. Sales-Ready Leads Required to Reach Goal

24. Define What’s “Sales-Ready”
• A great fit lead (marketing qualified)
• High levels of interest
– Visits
– Page views
– Form conversions
– Webinars
– Videos watched
– Pricing page view

25. Set Up Closed-Loop Reporting
• Complete the
marketing-sales
feedback loop
• Integrate CRM with
marketing platform

26. 5) Aim to
Help,
Not Harass

27. Educate and Earn Trust
Dominant marketing
channels as recently as
five years ago
• Cold calls
• Rented lists
/spam emails
• Pop up ads
• Direct postal mail
Buyer preferences today
– much more proactive
problem solving
• Search engines
• Social media
• Mobile devices
• Paying to block out
annoyances

28. Reimagine Your Company as Educators
Individual subject matter experts within the
company
+ Internal content champion
+ Inbound strategy
+ Editorial process
Become viewed as teachers and professors

29. Are You Shouting at Potential Clients?
#MakeLoveNotSpam

30. 6) Promote
Your Content
to Get in
Front of the
Right Eyeballs

31. Balance Your Efforts Between Content
Creation and Content Promotion
Content
Creation
Content
Promotion

32. Source: Stig Nygaard

34. 7) Measure
Everything:
The Case for
Inbound
Marketing
Software

35. Return on Investment (ROI) Analysis
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
- John Wanamaker (1838 – 1922), father of
modern advertising and a pioneer in
marketing

36. Ingredients for Inbound Success
• Senior management buy-in
• Employee buy-in
• Plenty of remarkable content
• Elimination of silos and finger-pointing
• Sound strategy

37. Source: dsearls

38. Fragmented Marketing Kills ROI
Source: lancefisher

40. • Website traffic generation
• Website lead generation
• Website client acquisition/revenue generation
• Website ROI analysis

42. Full Disclosure

43. 8) Arrive Earlier
in the Sales
Cycle to
Establish
Trusted Advisor
Status

44. Is Your Company Getting Found?
Or Invisible?
• 57 percent of the typical B2B sales cycle is over before
potential clients contact any vendor
(Corporate Executive Board)
• 70 percent of the buyer’s journey is over before a buyer even
reaches out to sales (SiriusDecisions)

45. Drastic Shift in Power
Most marketers ignoring
• Selective consumption
• Mobile
• Search
• Social
• Cloud

46. Source: ABC Television

47. Get Found
• Early enough (buyer’s journey)
• Often enough (commit to scale)
• By the right decision makers (buyer personas)
• In the right places (half the budget on content)
Or don’t even bother

48. 9) Disrupt
Your Status
Quo Before
It’s Too Late

49. Buying Habits Have Changed
• Has your marketing and sales
kept up?
• Zero Moment of Truth (ZMOT)
-- revolutionary change in how
your buyers research
information online and make
decisions about brands
• Google has permanently
changed buyer behavior

50. Ask Yourself…
• How have your expectations
changed when researching
and vetting companies online?
• How do you feel when a
website doesn’t give you what
you’re looking for?

51. You Got to Be In It to Win It
• 70%+ of the buying
decision is now over
before prospects talk to
your sales team
• Can you really afford to
sit this out on the
sidelines?

52. 10) Include a
Call to Action
(CTA) in Every
Piece of
Inbound
Content

53. Get a Free Marketing Assessment
http://www.sphomerun.com/fma
© 2015 SP Home Run Inc.
SP Home Run is a registered trademark of SP Home Run Inc. All worldwide rights reserved.