2. A Chat
About:
Why Inbound Marketing makes this all possible
What marketing metrics you should never ignore
How to create a marketing system that tracks results
How great sales orgs tie in Sales and Marketing
What this looks like for you
3. MARKETING EVOLUTION
That was Then… …This is Now
“50% of “70% of a
marketing sales is over
dollars are before a sales
wasted, we person ever
just don‟t gets involved”
know which
4.
5. STATISTICS OVERLOAD
Email open rate Increase twitter followers
Bounce Rate ROI (Return on Investment)
Web Traffic COCA (Cost of Customer
Acquisition)
# of leads
SEO
Avg. time on site
PPC
CPL (Cost per Lead)
Radio
Enhance Social Media
Ads
Go Viral
% on mobile
More „likes‟
Emails unsubscribe rate
7. IS THAT GOOD OR BAD?
Working Example:
COCA: $6,000
It costs you $6,000 to get a new customer
How much is a customer worth?
Avg. Customer Revenue x Net Income % = Value of Customer
Example: $100,000 x 15% = $15,000
Is a new customer profitable?
Value of Customer – COCA = New Customer Profit
Example: $15,000 - $6,000 = $9,000
8. WHY WE FAIL
Try doing too much
Don‟t do enough
Focus on the wrong thing
Don‟t have the right data
I hear or say “I don’t know”
Where to start?
14. ALIGN SALES & MARKETING
Set Up Service Level Agreements
Qualified Lead – Define and Adjust
Sales - Commit to # of follow up calls / month
Marketing – Commit to # of Qualified leads / month
16. BASELINE METRICS
Know where you are
Web Visits 6,150/mo
Leads 76/mo
Customers 3/mo
Free tools: Google Analytics, or HubSpot trial
17. KNOW HOW MONEY WORKS
Cost of Sales and Marketing
Determine what to include
Average annual revenue per customer
Net Income %
How much of each sale falls to the bottom line
19. SET THE MARKETING GOAL
Make it S.M.A.R.T.
What are the business goals marketing needs to achieve?
Example: I need to successfully transition a product brand
over the next 12 months by obtaining an 85% ($12.3M)
client retention for this product line, and increase overall
sales by 12% ($2.5 million) within that same period.
23. DEFINE THE STRATEGY
Adjust Levers in the Cockpit
How long should the marketing strategy last?
Examples:
Blogging
E-newsletters
SEO
PPC
White papers
PR
Local campaigns
Paid media
Social media
Video
Lead Nurturing
What I’ll actually talk about here is that today, we’re almost on statistics overload. This presentation will cover Which ones should we be paying attention to, how do we ensure they are correct, how do we get those numbers, etc.
What I’ll actually talk about here is that today, we’re almost on statistics overload. This presentation will cover Which ones should we be paying attention to, how do we ensure they are correct, how do we get those numbers, etc. While all of these are important to a degree, if customers don’t come in the door, who cares? If you need to spend 50K on a promotion, and you spent 40K last year, why should you – because you did last year?
It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
