agencies: set busines goals with your inbound prospects

www.contentmarketingblueprint.com

CMB Partner Office Hours

Agencies: Set business goals with your inbound prospects.

Every Tuesday @3pm Easternwww.contentmarketingblueprint.com


Rule #1: Contribute!Be ready to be called on…


Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor


Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


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


Inbound agency service offering

Strategy services (Buyer persona, CMB, Website optimization plan

Development Services (Inbound Engine)

Support Services (Content creation, consulting, PR, Social Media)


Today’s Question:

As an agency, how can I set business goals for inbound marketing with my prospect?



Inbound agency sales process

Establish a need for you.

Set goals for working together.

Present your solution for them.


First, gain trust and permission.


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).


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)


First decide how many customers we need, then calculate your

monthly goals.


How many new customers will get us

excited?


Establish lifetime value of customers

Revenue

Lifetime (years recurring) / Upsell plan

Profit margin


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


How many new customers need to come from inbound this year?

Customer lifetime value = $183,750

3? 5? 10?


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


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?


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


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.


The challenge

Knowing the level of activity necessary to meet their goals.


Resources

This slide deck (on our blog)

HubSpot’s goal setting call training

HubSpot’s inbound marketing assessment


Next Session: Tuesday July 29th @ 3:00 PM EST

“Pitching your inbound marketing services”

Sign up at: www.contentmarketingblueprint.com/2014-

webinars

agencies: set busines goals with your inbound prospects

Marketing

inbound marketing services

inbound marketing team

inbound agencies

inbound prospects

marketing roi

business goals

goals activity

inbound agency service