Agencies: set busines goals with your inbound prospects
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Transcript of Agencies: set busines goals with your inbound prospects
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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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www.contentmarketingblueprint.com
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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www.contentmarketingblueprint.com
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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www.contentmarketingblueprint.com
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