By now you have probably heard of this new type of marketing called Inbound Marketing, but do you really know its value or where to start? We thought this might be the case. Salesforce.com and HubSpot have joined forces to bring you the latest in Inbound Marketing on this free on-demand webinar.
knife,_tool_kit
This on-demand webinar featuring Mike Volpe, CMO of HubSpot and Dave Thomas, Senior Director of Content and Community at Salesforce.com, incorporates data from the "State of Inbound Marketing 2013" report, with responses from over 3,000 businesses and their use of inbound marketing.
1. #inbound
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
2. #inbound
MEET YOUR EXPERTS:!
Mike Volpe!
CMO @ HubSpot!
@mvolpe!
David B. Thomas!
Senior Director of Content and
Community @ salesforce.com!
@davidbthomas !
!
3. #inbound
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?!
!
7. #inbound
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!
8. #inbound
CHANGES IN CONSUMER ATTENTION!
86% !
skip TV ads!
91% !
unsubscribe!
200m!Say DO NOT
CALL!
44% !of direct mail is
never opened!
10. #inbound
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!
15. #inbound
COST OF A LEAD!
* Of marketers with >$25k budget yearly
Average cost of a lead at a company not using
inbound marketing:!
$41
16. #inbound
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
20. #inbound
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. !
35. #inbound
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 !
36. #inbound
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!
38. #inbound
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!
39. #inbound
COST PER CUSTOMER OF A COMPANY
W/ SLA VS. WITHOUT!
$291
$486
$0
$100
$200
$300
$400
$500
$600
W/SLA! W/O SLA!
Once you know your goal, you can begin to create your content engine
Landing pagesFormsLead generationContact capture
Landing pagesFormsLead generationContact capture
43% of companies say they have acquried a customer from a company blog. 82% of companies who blog daily say they see a positive ROI in blogging, vs. 57% who blog monthly.
Help covert people and move them down the funnel
74% of marketers say that Facebook is an important channel for lead generation. 52% of people say they have acquired a customer from FB, 43% from Linkedin and 36% from Twitter.
From SOIM 2013
From SOIM 2013
Once you know your goal, you can begin to create your content engine