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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.
Click the
image to
download it
for free.
So how do you go about
convincing your CFO?
SET SOME CONTEXT1
OPTIMIZE OUR MARKETING INVESTMENTS
TODAY 2016
Inbound OutboundInbound Outbound
OPTIMIZE OUR MARKETING INVESTMENTS
TODAY 2016
Inbound OutboundInbound 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 PROOF4
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
CostperLead
Companies that blog generate more
leads per month than those that don’t.
NumberofLeads
(indexed)
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.
Proving the Value of Inbound Marketing to Your CFO
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 OutboundInbound Outbound
OPTIMIZE OUR MARKETING INVESTMENTS
TODAY 2016
Inbound OutboundInbound 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.
Want more?
Proving the Value of Inbound Marketing to Your CFO
Click to download the full kit!

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Proving the Value of Inbound Marketing to Your CFO

  • 2. Is there a CFO or CEO standing between you and your inbound vision?
  • 3. You
  • 4. You
  • 5. Need some help getting executive buy-in and proving the value of your inbound marketing plan?
  • 6. You’ve come to the right place.
  • 7. Inbound marketing makes it easier than ever to attribute money spent to revenue generated.
  • 9. So, how do you sell that to your CFO?
  • 10. That’s where this kit for convincing your CFO comes in.
  • 12. So how do you go about convincing your CFO?
  • 14. OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016 Inbound OutboundInbound Outbound
  • 15. OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016 Inbound OutboundInbound Outbound Show your current mix of outbound vs. inbound and where you want to get to and by when. Then, delete this text box.
  • 18. 57% of the sales cycle is complete before a prospect reaches out to a sales rep. ! “ Digital Evolution, Conference Executive Board, 2012 “
  • 20. Dig your well before you’re thirsty. ! “ Seth Godin Author, Permission-Based Marketing, Tribes, All Marketers Are Liars “
  • 24. A holistic, data-driven methodology
  • 25. A holistic, data-driven methodology that leverages how people buy today.
  • 27. 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 CostperLead
  • 28. Companies that blog generate more leads per month than those that don’t. NumberofLeads (indexed) 0 2 4 6 8 10 12 14 16 B2B B2C Don't Blog Blog Source: HubSpot, 2010 State of Inbound Marketing
  • 29. EXPLAIN HOW IT WORKS, USING CFO-SPEAK 5
  • 34. Your kid is having a birthday party and wants a zip line in the back yard. What do you do?
  • 35. 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.
  • 36. Zip line backyard rental! You Google it.
  • 37. Zip line backyard rental! You Google it.
  • 39. You find a helpful listing.
  • 40. You find a helpful listing.
  • 41. You find a helpful listing. You call the company to talk to sales rep.
  • 44. INBOUND MARKETING HAS A COMPOUNDING RETURN.
  • 45. 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
  • 46. 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.
  • 47. (Write that down. Your CFO will love that statement.)
  • 49. The math of PPC vs. inbound Pay Per Click Inbound Marketing
  • 50. 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
  • 51. Do we want to rent or own?
  • 52. 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.
  • 53. 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
  • 56. How we stack against our top 3 competitors:
  • 57. 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.!
  • 58. Our Marketing Goals: •  Revenue Goal Contribution •  New Customer Goal Contribution •  Sales Qualified Leads Goal •  Marketing CAC Goal •  ROI on Marketing
  • 59. 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.
  • 60. OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016 Inbound OutboundInbound Outbound
  • 61. OPTIMIZE OUR MARKETING INVESTMENTS TODAY 2016 Inbound OutboundInbound Outbound Bring this slide back from the beginning of the presentation.
  • 62. 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 “
  • 63. 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
  • 64. 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.
  • 67. Click to download the full kit!