Secrets of Successful Inbound Marketing
description
Transcript of Secrets of Successful Inbound Marketing
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INBOUND MARKETING:!How to Prove Your ROI!
Live Webinar:!July 25th, 12pm ET/ 9am PST!!Speakers:!Mike Volpe, HubSpot!David B. Thomas, salesforce.com!!!Ask your questions now at #inbound
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MEET YOUR EXPERTS:!
Mike Volpe!CMO @ HubSpot!
@mvolpe!
David B. Thomas!Senior Director of Content and Community @ salesforce.com!
@davidbthomas !!
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AGENDA!!1. What is inbound marketing?!2. Where do you start?!3. How do you do it?!4. How can you track and measure the ROI of
inbound marketing?!!
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#1 WHAT IS INBOUND MARKETING?!
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Watch Full Recorded webinar:!!!!
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HUMANS HAVE CHANGED!
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1990 2000 2010 Hours Worked 9-5 8-6+ Whenever
Office 4 walls Open Cubicles iPhone
Internet None Email & Web Research
Everything in the Cloud
Learn about products
Tradeshows, Ads, Print
Publications, Sales Reps
Tradeshows & Google
Social Media, Google,
Freemium
Buying process
Sales Rep in Office & Golf
Course
Sales Rep on Phone / Web No Sales Rep
HUMANS HAVE CHANGED!
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CHANGES IN CONSUMER ATTENTION!
86% !skip TV ads!
91% !unsubscribe!
200m!Say DO NOT
CALL!
44% !of direct mail is never opened!
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1% OF COLD CALLS WORK. THE OTHER 99% HATE YOUR GUTS.-- @MVOLPE!
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THE MARKETING PLAYBOOK
IS BROKEN.!
86% !skip TV ads!
91% !unsubscribe from email!
200M!on the
Do Not Call list!
44% !of direct mail is never opened!
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VS.!
Cold Calling !Cold Emails (SPAM)!
Interruptive Ads!Marketer - Centric!
SEO!Blogging!Social media!Content!Value!Attraction!Customer - Centric!
INBOUND!TRADITIONAL!
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INBOUND MARKETING METHODOLOGY!
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COST OF A LEAD!
* Of marketers with >$25k budget yearly
Average cost of a lead at a company not using inbound marketing:!
$41
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COST OF A LEAD!
* Of marketers with a yearly budget >$25k !
Average cost of a lead at a company not using inbound marketing:!
$41 Average cost of a lead at a company using inbound marketing:!
$36
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#2 WHERE DO YOU START?!
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IDENTIFY YOUR BUYER PERSONA !
SUSAN ! ERIC!
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DETERMINE THEIR NEEDS!
“I need to generate more qualified leads.”!
“I need to increase the reach of my
brand.”!
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CREATE BUSINESS OBJECTIVES AROUND YOUR CUSTOMERS!
Help Susan generate more qualified leads. Write content for her to help her learn more about what a
qualified lead looks like, and where to find them.!!
Help Eric learn new and effective ways to increase his branding. Write blog posts for him to teach him
branding best practices. !
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#3 HOW DO YOU DO IT?!
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BUILD MARKETING ASSETS!
Blogs! Interactive!Tools!
Photos &!Infographics!
Videos &!Podcasts!
Presentations!& eBooks!
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CREATE A CONTENT ENGINE!
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STEP 1: START WRITING VALUABLE CONTENT!
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STEP 2: TURN WRITTEN CONTENT INTO WEBINARS!
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STEP 3: BLOG ABOUT YOUR CONTENT!
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STEP 4: PUT A CTA ON YOUR BLOG POSTS!
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STEP 5: ASK PEOPLE TO SHARE YOU CONTENT!
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STEP 6: SHARE YOUR CONTENT YOURSELF!
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#4 HOW CAN YOU TRACK AND MEASURE THE ROI OF INBOUND MARKETING?!
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MEASUREMENT!
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TRACKING EACH CAMPAGIN!
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TRACKING EACH CAMPAGIN!
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TRACKING EACH CAMPAGIN!
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SERVICE LEVEL AGREEMENT!
Example:!!A marketing team agrees to generate a certain value of leads per month for the sales team. Each lead has a dollar value. This way, the sales team knows exactly how many leads to expect, and the marketing team can be held accountable in order to help the business as a whole reach revenue goals. !
Agreement between two teams to help reach a common goal !
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THE MARKETING SLA!
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads!(1-100 Employees)!
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads!(100-2,000 Employees)!
* Data has been altered from actual HubSpot data for the purposes of this presentation!
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DAILY ACCOUNTABILITY FOR MARKETING & SALES!
* Data has been altered from actual HubSpot data for the purposes of this presentation!
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DETERMINING YOUR COST PER CUSTOMER!
1. Take all the costs from a set timeframe (say a month), including:!!Advertising!!Marketing materials!!Sales reps!!Overhead!
!2. Determine how many customers were acquired in that month!
Example:!!1. Total cost for the month of April = $100,000!
2. Total customers acquired in April = 400!
3. Cost per customer (CAC) = 100,000/400 = $250. ! Your cost per customer is $250 for April!
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COST PER CUSTOMER OF A COMPANY W/ SLA VS. WITHOUT!
$291
$486
$0
$100
$200
$300
$400
$500
$600
W/SLA! W/O SLA!
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FINAL TAKE AWAYS!
Content Engine!
Track and Measure!
Optimize For !Round 2!
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THANK !YOU!!
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GET A FREE TRIAL OF HUBSPOT !
Offers.hubspot.com/free-trial!
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Get a FREE Guided Tour of Salesforce!
bit.ly/SFDCGuidedTour!
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Stay in Touch!
#inbound!
https://twitter.com/salesforce!
@mvolpe!
@davidbthomas!
https://twitter.com/HubSpot!
http://www.linkedin.com/company/hubspot!http://www.linkedin.com/company/salesforce!
https://www.facebook.com/hubspot!
https://www.facebook.com/salesforce!
Blogs.Salesforce.com !Blog.hubspot.com!