Inbound Marketing + Sales Blog

July 2, 2013

How to Show Your Boss that Inbound Marketing Drives Revenue

Written by: Matthew Buckley  |  Share:

Matthew Buckley

How to Show Your Boss that Inbound Marketing Drives Revenue via @newbreedmktgAs the wealth of data supporting the success of inbound marketing methodology continues to grow, it’s ever more likely that your company’s stakeholders will consider integrating inbound marketing into your B2B marketing strategy.

We understand that your boss is focused on the bottom line. Inbound marketing to them may not seem like a worthwhile investment, but we’re here to help you fight that battle. We know, and have proof, that by employing an inbound marketing strategy you will not only be able to increase your leads and customer base, you will drive more revenue for the company.

In today’s post, we’re going to give you some key points to consider when you’re having the inbound marketing conversation with your boss. We want to empower you to be able to show how you can use inbound marketing to drive revenue and position your company as a thought leader in your space.

Framework

For your strategy to be successful your website must be optimized for inbound marketing and lead conversion. This means going beyond just employing SEO best practices, but also ensuring that there are clear conversion paths for your prospects and that the design and layout will help build consumer trust and increase the perceived value of your organization. We call this designing a sales ready website.

Content is King

If you’re a frequent reader of our blog, you’ve heard us say it before, but all inbound marketing campaign strategy must map back to your buyer personas. Create remarkable content that will address their pain points and encourage them to engage with your company. Also keeping in mind that it is essential to understand what content will help solve their problems at their current buying lifecycle stage and present it to them. 
 
We suggest that you use the following criteria when developing content for your inbound marketing campaign: 
  • Content must be helpful not promotional.

  • Content must be relevant – address your buyer’s pain points while educating them on the solution your organization can provide.

  • You will need a continuous flow of relevant content that will encourage prospects to return to your site again and again (blogging!).

  • The more relevant content you create, the more your search engine rankings will improve, meaning the more traffic you will drive to your website, and the more leads will enter your pipeline.

To truly see the results inbound marketing can give your company, you must commit to it as a long-term marketing strategy.

Marketing Automation

Tools like HubSpot that allow us to automate our inbound marketing efforts and nurture leads through their buying lifecycle, have increased our conversion rates and generated more revenue for our company. Taking a traditional outbound tactic such as email marketing and applying it to inbound strategies, allows you to deliver content to a particular lead at the exact lifecycle stage they’re currently in. With a strategy like this in place, you’ll have better chances of engage them since the content is personalized and relevant, further building awareness, brand trust, and knowledge of your company’s solutions.

Campaign Strategy & Results

One of the greatest things about inbound marketing is that you can clearly see what content works and what doesn’t, and are able to adjust your campaigns accordingly. By measuring your results month-to-month, campaign-to-campaign, and even keyword-to-keyword (just to name a few), you can control, tweak, and improve every aspect of your strategy to maximize results as well as ROI. Conversion rates become clear, which social media channels drive the most leads becomes clear, and all these metrics can be displayed with comprehensive, actionable data.

Marketing + Sales Alignment

Inbound marketing by itself doesn’t necessarily equal more customers and revenue for your organization. Aligning your marketing and sales team does. By using a CMS to track your prospects' digital body language and by effectively automating and nurturing these leads through the middle of your sales funnel, your marketing team can hand off only the most qualified leads to the sales team for follow up. And at that point your sales team will have a wealth of data on each individual prospect, seeing exactly where and how they have already engaged with your company. They will have the ability to tailor their conversations to that particular situation, and increase their conversions, in turn driving more revenue for the company. 

 

We are confident that with these four points, you will be able to show your boss that by adding inbound marketing into your company’s marketing strategy, you will drive more revenue and actually affect the bottom line. They'll be able to see the return on their investment in marketing.

 

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Topics: Demand Generation

Matthew Buckley

About The Author

Matthew Buckley is a former New Breeder

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