inbound marketing roi & closed loop reporting

MARKETINGINBOUND

ROI

1.

2.

3.

What is inbound marketing?

Q&A Session

WHAT WE’LL

How to measure inbound

GET INTO TODAY

Basic overview of how it works

marketing ROI

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”- John Wanamaker

“Pioneer in Marketing”

OUTBOUND MARKETING!

OUTBOUND MARKETING IS BROKEN

RECYCLE/TRASH

44%SAY

‘DO NOT CALL’

200million

SKIP TV ADS86%

UNSUBSCRIBE91%

WHAT IS A MARKETERTO DO?

WHAT IS A MARKETERTO DO?=TRANSFOR

M THE WAY YOU DOMARKETING!

 Make

marketing people love

 Inbound

marketing is a fundamental

shift in how we connect

to potentialcustomers

People arenow educating

themselves.

Finding solutions to their problems

Using the Internet.

The fundamental shift is when you

become the

educator.

INBOUND MARKETI

NG

Get Found

Convert

Analyze

3Pillars

INBOUND MARKETI

NG

Get Found

Convert

Analyze

3Pillars

GET FOUNDONLINE?

HOW TO 3MAJORWAYS

Search Engines Inbound Links Social Sharing

INBOUND MARKETI

NG

Get Found

Convert

Analyze

3Pillars

Download our Free eBook on Inbound

Marketing!GET IT NOW!

aaaaaaaaaaaaaa

Call to Action

Lead

Landing Page with a Form

HOW DOES THIS WORK?

FACEBOOKHow to create a

BUSINESS PAGE?

Awesome

helpful content!

More awesom

e content!

INBOUND MARKETI

NG

Get Found

Convert

Analyze

3Pillars

There is a lot we

can analyze

Increase site

traffic Increasevisit/

customer conversion

rates

Increase inbound

linksGrow social media reach

Increase

number of leads

Increase profits

ANY GOOD MARKETING SOFTWARE CAN HELP

WITH THESE!

Increase site

traffic Increasevisit/

customer conversion

rates

Increase inbound

linksGrow social media reach

Increase

number of leads

Increase profits

What software

can’t help

with…Improve social media

presence Enhance online

presence

Improve customer awareness

Improve brand

awareness

BE CONCRETE WITH YOURGOALS!

(no fuzziness allowed!)

TO DETERMINE

ROI

ALWAYS START WITHTHE END INMIND!

AND IF IT DON’TMAKE DOLLARSIT DON’T MAKESENSE!

REMEMBER

How to begintracking ROI

Determine what your concrete goal isFind the most helpful toolsBe mindful - record time and money spent on the project

FACT:While many companies are investing in inbound marketing – most are done without the ability to demonstrate any ROI

WHAT IS A MARKETERTO DO?=BEGIN

USINGCLOSED-LOOPMARKETING!

Closed-Loop MarketingDefinition: Marketing that relies on data and insights from closed-loop reporting.

The most powerful way to determine which mediums/channels are the most effective at driving high quality leads which end up purchasing.

Closed-Loop

Allows us to

demonstrate our

work’s value to

our bosses.

Helps you to attract

more high-quality leads

Work smarter,

not harder...

… by being more

efficient marketers capitalizing on the best

Marketing Benefits

Always specify a campaign with tracking URLS.

!

Use tracking URLS

“/?utm_medium=social&utm_sources=twitter”

Site Visitors

Now this is closed-loop reporting!

Which keywords drove the most customers!

Recap onClosed-Loop Marketing

1. Fairly new, and incredibly powerful new marketing reporting.

2. Tracks site visitors actions on our site with tracking tokens – giving us insight to a ton of helpful information.

After a large enough sample size of new customers is gained – we can determine which are the best channels to pursue.

3. This information can help us shorten the sales cycle, learn more about our buying personas (we see their site activity), set the right goals & expectations, and ultimately be a better marketer.

4.

Inbound Marketing

1. It’s all there – you just need the right tools. Ideally in one place.

2. If it don’t make dollars – it don’t make sense.

Make sure you’re concrete with your goals. No fuzziness allowed.3. Make sure you’re tracking your time and money as an investment to show the true ROI. 4.

ROI Recap

Sarah BedrickTwitter.com/sbedrickSarahbedrick.com

www.HubSpot.com

THANKYOU!