Published on July 23, 2014
www.contentmarketingblueprint.com CMB Partner Office Hours Agencies: Set business goals with your inbound prospects. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
www.contentmarketingblueprint.com Rule #1: Contribute! Be ready to be called on…
www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
www.contentmarketingblueprint.com What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
www.contentmarketingblueprint.com Inbound agency service offering Strategy services (Buyer persona, CMB, Website optimization plan Development Services (Inbound Engine) Support Services (Content creation, consulting, PR, Social Media)
www.contentmarketingblueprint.com Today’s Question: As an agency,how can I set business goals for inbound marketing with my prospect? www.contentmarketingblueprint.com
www.contentmarketingblueprint.com Inbound agency sales process Establish a need for you. Set goals for working together. Present your solution for them.
www.contentmarketingblueprint.com First, gain trust and permission.
www.contentmarketingblueprint.com Why am I asking you these in depth questions? “I want to make sure we are a good fit for each other” Today we will: Establish some financial goals for inbound marketing over the next year. Identify what we have to build on (current results).
www.contentmarketingblueprint.com Why do we need to establish goals and a starting point? “I will build a presentation of recommendations for our next call that outlines exactly what it will take to reach your goals” (activity, timeline and costs)
www.contentmarketingblueprint.com First decide how many customers we need, then calculate your monthly goals.
www.contentmarketingblueprint.com How many new customers will get us excited?
www.contentmarketingblueprint.com Establish lifetime value of customers Revenue Lifetime (years recurring) / Upsell plan Profit margin
www.contentmarketingblueprint.com Example: Lifetime value calculation Average revenue per year: $87,500 Lifetime (years): 3.5 years Lifetime revenue: $306,250 Profit margin: 60% Lifetime value = $183,750
www.contentmarketingblueprint.com How many new customers need to come from inbound this year? Customer lifetime value = $183,750 3? 5? 10?
www.contentmarketingblueprint.com How are we doing with inbound today? What if they don’t know? 1,267 (they gave you a Google Analytics login) Leads: ? Customers ? Revenue ? Marketing ROI: ? HubSpot’s inbound marketing assessment
www.contentmarketingblueprint.com Setup your goal setting call (The next step) “If I work on some recommendations for us to gain X new customers this year using inbound marketing, WHO WOULD BE A PART of the decision to partner with us?
www.contentmarketingblueprint.com After the call: Choosing a goal for your recommendation 1. ($183,750 – 100k)/ 100k = 83% ROI 2. ($367,500 – 100k)/100k = 267% ROI 3. ($551,250 – 100k)/100k = 451% ROI 4. ($735,000 – 100k)/ 100k = 635% ROI *I know my standard program is 100k with HubSpot
www.contentmarketingblueprint.com Your homework Create recommendations report showing how your inbound marketing team can help them reach their goals. The challenge: knowing the level of activity necessary to meet their goals.
www.contentmarketingblueprint.com The challenge Knowing the level of activity necessary to meet their goals.
www.contentmarketingblueprint.com Resources This slide deck (on our blog) HubSpot’s goal setting call training HubSpot’s inbound marketing assessment
www.contentmarketingblueprint.com Next Session: Tuesday July 29th @ 3:00 PM EST “Pitching your inbound marketing services” Sign up at: www.contentmarketingblueprint.com/2014- webinars
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