Is there a CFO or CEO standing between you and your inbound vision? Need some help getting executive buy-in and proving the value of your inbound marketing plan? This slideshare is for you! Learn how to pitch inbound marketing to your CEO or financial-minded colleagues in way that shows value and that they will get. Make light bulbs go off in their heads!
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.
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
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
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.
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.