agencies: set busines goals with your inbound prospects
DESCRIPTION
Inbound marketing agencies should be setting business goals during their sale process. Dive deep into the financial impact of new customers and establish a baseline activity to determine the true value of your services.TRANSCRIPT
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www.contentmarketingblueprint.com
CMB Partner Office Hours
Agencies: Set business goals with your inbound prospects.
Every Tuesday @3pm Easternwww.contentmarketingblueprint.com
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Rule #1: Contribute!Be ready to be called on…
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www.contentmarketingblueprint.com
Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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www.contentmarketingblueprint.com
After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
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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
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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)
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www.contentmarketingblueprint.com
Today’s Question:
As an agency, how can I set business goals for inbound marketing with my prospect?
www.contentmarketingblueprint.com
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Inbound agency sales process
Establish a need for you.
Set goals for working together.
Present your solution for them.
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www.contentmarketingblueprint.com
First, gain trust and permission.
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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).
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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)
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www.contentmarketingblueprint.com
First decide how many customers we need, then calculate your
monthly goals.
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www.contentmarketingblueprint.com
How many new customers will get us
excited?
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www.contentmarketingblueprint.com
Establish lifetime value of customers
Revenue
Lifetime (years recurring) / Upsell plan
Profit margin
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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
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How many new customers need to come from inbound this year?
Customer lifetime value = $183,750
3? 5? 10?
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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
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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?
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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
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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.
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www.contentmarketingblueprint.com
The challenge
Knowing the level of activity necessary to meet their goals.
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www.contentmarketingblueprint.com
Resources
This slide deck (on our blog)
HubSpot’s goal setting call training
HubSpot’s inbound marketing assessment
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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