President / Principal
Geared for speed
Full team for cost
of single hire
of the buying decision is
complete before they ever
contact a salesperson.
“ Nobody wants
to be sold.
They want to
3 | launchsolutions.com
14% 14% 14%
6% 6% 6%
Social Media SEO Email Mktg Trade Shows Direct Mail Blogs Telemarketing Traditional
Inbound Most Effective at Lead Generation
Survey N = 3,339
Q: What percentage of your
company’s leads come from each
of the following sources?
200% An optical assembly client doubled web traffic in one year and
closed 6-figure accounts from leads from the web
A nanotech company quadrupled their leadsfor the same tradeshow from 2014
to 2015 through a redesign and rethink of strategy, culminating in a pre-and-post
2x One custom & catalog optics company has doubled their customersin
the 18 months they’ve been on HubSpot inbound marketing platform
More leadsand 32% more web traffic in 3 months after the Launch Team
rewrote web and inbound content to optimize for keywords and to target the
right customer profile in medical devices
35% A materials company increased revenue by 35% after
rebranding/repositioning 12 months ago
ROI on Inbound Approach
Marketing’s Role in Sales
How does this technology fit in my
How effective is this technology?
How can I build the business case?
How can I narrow down my options?
How can I make this work in my
How do I implement this?
Steps to Data-Driven Sales & Marketing
1. Educate & create buy-in from leadership, sales, marketing & engineering
2. Define your unique value proposition
3. Understand your target customer
– Customer Persona
4. Set realistic goals
– Traffic calculator—identify goal at each level
5. Commit to strategy for 18 months
6. Choose a toolset
7. Conduct a content audit
8. Create your marketing roadmap
9. Start an experiment
Set Realistic Goals
Inbound Marketing Traffic & Leads Calculator
Enter your monthly revenue goal.
How much new monthly booked revenue do you plan to generate from inbound marketing?
New Monthly Revenue: $25,000.00
Enter the % of new revenue needed from inbound marketing.
What percentage of this revenue do you need to book from inbound marketing as opposed to other sources of new leads and customers?
What's your average revenue per new customer or new account?
Avg. Revenue Per Client: $10,000.00
Calculate the number of monthly leads needed to support new customer goal.
What's your lead-to-customer conversion rate? What's your goal?
Lead-to-Customer Rate: 1.0% 2.0%
Monthly Leads Needed*: 200 100
Calculate monthly traffic needed to generate required number of leads.
What's your visitor-to-lead conversion rate. What's your goal?
Choose a Tool Set
LAUNCH is a certified HubSpot partner.
Do it all with just one platform
HubSpot software includes all the tools you need to do inbound marketing, plus
award winning services & support to help companies master inbound marketing.
Who of you in the room have asked for a referral in the last 6 months.
[Would you rather find customers – or get found by them? If you answered the latter, then you’re ready for inbound marketing. Inbound marketing is the integration of search engine optimization (SEO), social media tactics and content creation. Each of these tactics is a proven performer when separately implemented. But, when strategically synchronized, the result is significantly reduced costs, increased sales, and improved ROI. – From 2012 Inbound Marketing Handbook - MarketingSherpa LLC, a MECLABS Group Company]
Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
Content Creation- You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide.
Lifecycle Marketing- You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions.
Personalization- As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Integration- Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.
Reaching them when and where they care about you
Price pressure. Increased commoditization and competition can create a price pressure. The average company has twice the competitors it did just five years ago. “Me too” products, reverse engineering—there are a lot of factors at play today.
Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling.
What is their demographic information?
What is their job and level of seniority?
What does a day in their life look like?
What are their pain points? What do you help them solve?
What do they value most? What are their goals?
Where do they go for information?
What experience are they looking for when seeking out your products or services?
What are their most common objections to your product or service?