1

Inbound Marketing Calculator V 4.0

Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator

How to Use the Inbound Marketing Calculator to Secure RetainersNovember 2010

Twitter: #IProvideMktgROI

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

pcaputa@hubspot.com

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

What the Calculator Helps You Do

• Ask Why, When, How, What Else, What if?• Help your prospect set traffic/lead

generation goals based on their sales and revenue targets

• Understand the effort and expense required to achieve an inbound marketing ROI

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

Why You Need the Calculator in Your Backpack

1. More Retainer Clients

2. Longer Retainers

3. Larger Retainers

More Active Retainer Clients…

Larger Retainers

More Recurring Revenue

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

1. Quickest Path to ROI: Improving Visit Lead Ratio

http://www.hubspot.com/lead-generation-marketing-hub/

2. So… More Compelling Offers & Landing Pages

http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-Compelling-Offers-Actually-Compelling.aspx

3. Blogging + SEO + Social Media = Traffic

http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx

4. What Can Be Measured, Can Be Improved

http://www.hubspot.com/products/closed-loop-marketing/

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

1. Do They Have Growth Goals?

2. Are Their Growth Goals Written Down?

3. How Do they Plan to Achieve This Planned Growth?

4. When Do They Need to Achieve This Growth by?

5. What Happens if They Don’t Achieve This Growth?

6. How Much Can They Afford to Invest?

7. Can You Actually Help Them?

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

Getting Agreement to Complete the Calculator

• “Based on our conversation, it sounds like you’re serious about growing your business. Before we start an engagement, we need to know if we can help and how we can help. We have a tool we use to help set your online marketing goals based on your sales and revenue targets. Would you like to schedule a conversation?”

Input: Monthly Booked Revenue Goal

• Do you have a specific revenue goal that you’re trying to achieve?

• What is the total amount of monthly booked revenue you need to generate?

Input: What % of Revenue Is Coming From IM?

• What other methods will you be using to generate leads and new customers?

• Are you confident that these other methods will help you hit your goal?

• How far off do you think you’ll be if you don’t figure out how to leverage the web to generate more leads?

Input: What’s Your Average Revenue Per Client?

• On average, what revenue do you generate per client over the lifetime of that client?

• Is this project based or recurring revenue?• Is this the right number? Should it be higher?• Are you reaching the right clients with your

sales and marketing efforts?

Input: Lead Customer Conversion Rate

• For every 10 leads you generate, how many become customers?

• What methods are you using to generate leads now? (Referrals, Cold calls, Networking)

• Are you using lead nurturing, closed loop marketing analytics or lead intelligence?

Input: Lead Customer Conversion Rate

• For every 10 leads you generate, how many become customers?

• What methods are you using to generate leads now? (Referrals, Cold calls, Networking)

• Are you using lead nurturing, closed loop marketing analytics or lead intelligence?

Input: Visit Lead Conversion Rate

• Do you know how many monthly visitors your site gets now? How many leads do you get from it every month?

• What kind of compelling offers do you have on your site that prompt visitors to share their information?

• Do you know how your leads are finding your site?

Teach Them A Few Things & Ask for a Commitment

• Improving Lead Visit Conversion Rate• Creating lots of compelling offers and Landing

Pages• Blogging! Blogging! Blogging Smart so it helps

w/ SEO and Social Media• Boost Sales Producitivity: Lead Nurturing &

Lead Intelligence• Closed Loop Marketing Analytics

Book Your Next Call

• Would you like to schedule another call to discuss what I need from you to help make this happen?

• And what I’ll provide to you to help you make this happen?

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

34

I Challenge You to Eat Your Own Cooking!

Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator

Agenda

• What the Calculator Helps You Do• Why You Need to Use the Calculator• The 4 Things They Should Learn• The 7 Things You Need to Learn• How to Use the Calculator (Role Play) • Applying the Calculator to Your Business• How to Get Help!

How to Get Help…

Learn the Value of the HubSpot Software…

• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller

• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

• Gives you access to http://success.hubspot.com

Ask for Help…

• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request

• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/

39

Become a HubSpot Value Added Resellers (VAR)?

• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.

• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.

• Margin share of 20% on all deals for the life of the customer

• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.

A Group that Wants to Change How the World Does Marketing!