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.

1. www.contentmarketingblueprint.com
CMB Partner Office Hours
Agencies: Set business goals with
your inbound prospects.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

2. www.contentmarketingblueprint.com
Rule #1: Contribute!
Be ready to be called on…

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

4. www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

5. www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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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

7. 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)

8. www.contentmarketingblueprint.com
Today’s Question:
As an agency,how can I set business
goals for inbound marketing with my prospect?
www.contentmarketingblueprint.com

9. www.contentmarketingblueprint.com
Inbound agency sales process
Establish a
need for
you.
Set goals for
working
together.
Present your
solution for
them.

10. www.contentmarketingblueprint.com
First, gain trust and
permission.

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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).

12. 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)

13. www.contentmarketingblueprint.com
First decide how many customers we
need, then calculate your monthly
goals.

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How many new
customers will get us
excited?

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Establish lifetime value of
customers
 Revenue
 Lifetime (years recurring) / Upsell plan
 Profit margin

16. 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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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

19. 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?

20. 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

21. 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.

22. www.contentmarketingblueprint.com
The challenge
Knowing the level of activity
necessary to meet their goals.

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Resources
 This slide deck (on our blog)
 HubSpot’s goal setting call training
 HubSpot’s inbound marketing
assessment

24. 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