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Proving the VALUE OF INBOUND MARKETING to Your CFO
Is there a CFO or CEO standing between you and
your inbound vision?
You
You
Need some help getting executive buy-in and
proving the value of your inbound marketing plan?
You’ve come to the right
place.
Inbound marketing makes it easier than ever to
attribute money spent to revenue generated.
Great.
So, how do you sell that to your CFO?
That’s where this kit for convincing your CFO comes in.
So how do you go about convincing your CFO?
SET SOME CONTEXT 1
OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016
Inbound Outbound Inbound Outbound
OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016
Inbound Outbound Inbound Outbound
Show your current mix of outbound vs. inbound and where you want to get to and by when. Then, delete this text box.
OUTLINE THE PROBLEM 2
THE BUYING PROCESS HAS CHANGED
57% of the sales cycle is complete
before a prospect reaches out to a sales rep.
!
“ Digital Evolution, Conference Executive Board, 2012
“
THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN
Dig your well before you’re
thirsty. !
“ Seth Godin
Author, Permission-Based Marketing, Tribes, All Marketers Are Liars
“
GIVE THEM THE ANSWER 3
WHAT’S THE ANSWER?
Inbound marketing.
A holistic, data-driven methodology
A holistic, data-driven methodology
that leverages how people buy today.
SHOW SOME PROOF 4
Inbound costs at least 67% less per lead than traditional marketing.
Source: HubSpot, 2014 State of Inbound Marketing
$102
$220
$45 $37
$70
$27
$0
$50
$100
$150
$200
$250
1-25 51-200 1000+
Company Size
Outbound
Inbound
Co
st p
er L
ead
Companies that blog generate more leads per month than those that don’t. N
umb
er o
f Le
ads
(ind
exed
)
0
2
4
6
8
10
12
14
16
B2B B2C
Don't Blog
Blog
Source: HubSpot, 2010 State of Inbound Marketing
EXPLAIN HOW IT WORKS, USING CFO-SPEAK
5
INBOUND MARKETING CREATES DIVIDEND-PRODUCING
LONG-TERM ASSETS.
Assets that inbound creates:
Assets that inbound creates:
Here’s how inbound marketing works:
Your kid is having a birthday party and wants a zip line in the
back yard. What do you do?
Your kid is having a birthday party and wants a zip line in the
back yard. What do you do?
Zip line backyard rental!
You Google it.
Zip line backyard rental!
You Google it.
Zip line backyard rental!
You Google it.
You find a helpful listing.
You find a helpful listing.
You find a helpful listing. You call the company to talk to sales rep.
This one’s perfect!
That’s inbound marketing at work.
INBOUND MARKETING HAS A COMPOUNDING RETURN.
Here’s how it works:
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Article 1 Leads 10 10 9 9 8 8
Article 2 Leads 10 10 9 9 8
Article 3 Leads 10 10 9 9
Article 4 Leads 10 10 9
Article 5 Leads 10 10
Article 6 Leads 10
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Article 1 Leads 10 10 9 9 8 8
Article 2 Leads 10 10 9 9 8
Article 3 Leads 10 10 9 9
Article 4 Leads 10 10 9
Article 5 Leads 10 10
Article 6 Leads 10
Here’s how it works:
The assets you create have a compounding effect because they continue to generate value (leads) over
time without additional investment.
(Write that down. Your CFO will love that statement.)
What about PPC?
The math of PPC vs. inbound Pay Per Click
Inbound Marketing
0
10
20
30
40
50
60
70
80
90
100
PPC Leads PPC Cost/Lead
PPC vs. inbound Pay Per Click
0
20
40
60
80
100
120
140
IM Leads IM Cost/Lead
Inbound Marketing
Do we want to rent or own?
PPC (RENT)
§ Rent search engine placement to generate leads § Immediate depreciation § Rates can change; go up with competition (bidding) § No budget? No leads § No residual benefit. Once spent, it’s gone.
PPC (RENT)
§ Rent search engine placement to generate leads § Immediate depreciation § Rates can change; go up with competition (bidding) § No budget? No leads § No residual benefit. Once spent, it’s gone.
INBOUND (OWN)
§ Long-term assets keep generating leads without more investment § Increases company’s overall value with a predictable lead generation method, system, and processes § Get the same PPC data, and more (Tracks behavior in inbound ecosystem) § Can attribute behavior to revenue generation
CLOSE ‘EM WITH YOUR PLAN 6
OPTIMIZING OUR MARKETING INVESTMENT FOR INBOUND.
How we stack against our top 3 competitors:
How we stack against our top 3 competitors:
Go to: http://marketing.grader.com Grade your website and your top 3 competitors’ sites. Put the results here. No matter where you land – you have a
case. Everybody low? –pull ahead and be there first. You’re the lowest? – time to get on the ball. In the middle? – still need to get ahead or be left behind. Once
you have the scores in place – delete this box.!
Our Marketing Goals:
• Revenue Goal Contribution • New Customer Goal
Contribution • Sales Qualified Leads Goal • Marketing CAC Goal • ROI on Marketing
Our Marketing Goals:
• Revenue Goal Contribution • New Customer Goal
Contribution • Sales Qualified Leads Goal • Marketing CAC Goal • ROI on Marketing
Replace these with your marketing goals. Then, delete this text box. These are our recommendations for the types of goals your CFO will love. Download the CMO’s Pocket Guide to Selling Inbound Marketing to a CFO if you need a refresher on how to calculate them.
OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016
Inbound Outbound Inbound Outbound
OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016
Inbound Outbound Inbound Outbound
Bring this slide back from the beginning of the presentation.
If you’ve got more money than brains, use outbound marketing. If you’ve got
more brains than money, focus on inbound marketing. !
“ Guy Kawasaki
Entrepreneur, angel investor, former Chief Evangelist of Apple, Chief Evangelist of Canva, and co-founder of ALLTOP.com, Author, The Art of the Start & Enchantment
“
Our Next Steps: • Get HubSpot and other tools • Put resources in place
– Retrain staff, assign new responsibilities
– Inbound agency, freelancers, contractors
• Onboard tools, document processes and policies
• Test, measure, benchmark, analyze, tweak
• Contingencies
Our Next Steps: • Get HubSpot and other tools • Put resources in place
– Retrain staff, assign new responsibilities
– Inbound agency, freelancers, contractors
• Onboard tools, document processes and policies
• Test, measure, benchmark, analyze, tweak
• Contingencies
Insert your own high-level plan here about how you will move forward to implement inbound marketing. Then delete this box. Remember: keep it high level or else you’re inviting your CFO to challenge you. You’re educating the CFO, and seeking support. You’re not asking permission.
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