From Boca Raton Inbound Marketing Week Lunch and Learn | Friday, March 6, 2015 |
The traditional marketing playbook is broken. Many marketing channels that businesses have depended on for decades are in a steep decline or best case scenario, stagnating.
Is your business attracting the right website visitors, converting those visitors into qualified leads, and closing those leads into profitable clients? If you’re serious about growing your business in 2015, you can’t afford to ignore today’s modern buyer's journey -- that’s dominated by disruptive technologies like mobile devices, search engine research, social media participation, and cloud-based software.
With 70% to 90% of most buyer’s decision now over before they’re ready for a conversation, it’s make/break critical for your company to get found by the right decision makers, in the right places, at the right time, and in the right context.
In this presentation on "Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing," you’ll learn about how Inbound marketing, content marketing, and digital marketing can grow your revenue in a meaningful, predictable, and scalable way.
Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing
1. Top 10 Ways to Drive
More Leads, Revenue, and
ROI from Inbound Marketing
Joshua Feinberg
Co-Founder and CMO
SP Home Run Inc.
Connect with Joshua Feinberg
Follow @joshua_feinberg
8. Buyer Personas Are the
Foundation for Remarkable
Content Creation
Businesses that skip doing persona research
end up putting out crappy content that:
• No one wants to read
• No one converts to a lead from
9. Don’t Be That Marketer!
Participating in blogging, search, social, or email without goals and remarkable
content doesn’t go over well
11. Why Highly Personalized Content?
Changes in modern buying habits –
selective consumption – and the rise of
Amazon, iTunes, and NetFlix make it
impossible for a single content
strategy to resonate with different kinds
of ideal clients
15. Your Window of Opportunity
Most organizations
have aggressive
growth goals of
greater than
20 percent annually
But have very
conservative
budgets of way less
than 10 percent of
desired revenue
growth
17. You Can’t Afford to Lose the
Content Game
Most organizations are missing out on
opportunities to generate leads and nurture
leads into clients due to enormous gaps in their
content marketing programs
19. Sales and Marketing “Love Affair”
87% of the words sales and
marketing use to talk about
each other are negative
Corporate Executive Board
(CEB) via HubSpot Inbound
Certification Courseware
21. Alignment Grows Revenue
Companies with strong sales
and marketing alignment
achieve 20% annual revenue
growth
The Aberdeen Group via
HubSpot Inbound Certification
Courseware
23. Work Backwards from Revenue
1. Shared Revenue Goal
2. Client Lifetime Value (LTV)
3. Number of Clients Needed
4. Lead to Client Conversion Rate
5. Sales-Ready Leads Required to Reach Goal
24. Define What’s “Sales-Ready”
• A great fit lead (marketing qualified)
• High levels of interest
– Visits
– Page views
– Form conversions
– Webinars
– Videos watched
– Pricing page view
25. Set Up Closed-Loop Reporting
• Complete the
marketing-sales
feedback loop
• Integrate CRM with
marketing platform
27. Educate and Earn Trust
Dominant marketing
channels as recently as
five years ago
• Cold calls
• Rented lists
/spam emails
• Pop up ads
• Direct postal mail
Buyer preferences today
– much more proactive
problem solving
• Search engines
• Social media
• Mobile devices
• Paying to block out
annoyances
28. Reimagine Your Company as Educators
Individual subject matter experts within the
company
+ Internal content champion
+ Inbound strategy
+ Editorial process
Become viewed as teachers and professors
35. Return on Investment (ROI) Analysis
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
- John Wanamaker (1838 – 1922), father of
modern advertising and a pioneer in
marketing
36. Ingredients for Inbound Success
• Senior management buy-in
• Employee buy-in
• Plenty of remarkable content
• Elimination of silos and finger-pointing
• Sound strategy
44. Is Your Company Getting Found?
Or Invisible?
• 57 percent of the typical B2B sales cycle is over before
potential clients contact any vendor
(Corporate Executive Board)
• 70 percent of the buyer’s journey is over before a buyer even
reaches out to sales (SiriusDecisions)
45. Drastic Shift in Power
Most marketers ignoring
• Selective consumption
• Mobile
• Search
• Social
• Cloud
47. Get Found
• Early enough (buyer’s journey)
• Often enough (commit to scale)
• By the right decision makers (buyer personas)
• In the right places (half the budget on content)
Or don’t even bother
49. Buying Habits Have Changed
• Has your marketing and sales
kept up?
• Zero Moment of Truth (ZMOT)
-- revolutionary change in how
your buyers research
information online and make
decisions about brands
• Google has permanently
changed buyer behavior
50. Ask Yourself…
• How have your expectations
changed when researching
and vetting companies online?
• How do you feel when a
website doesn’t give you what
you’re looking for?
51. You Got to Be In It to Win It
• 70%+ of the buying
decision is now over
before prospects talk to
your sales team
• Can you really afford to
sit this out on the
sidelines?