@SavvyLuke
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#InboundMKE
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TECHNOLOGY
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INBOUND MARKETING
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MARKETING
STRATEGY?
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MARKETING STRATEGY
• Inbound Philosophy
• Goal Setting
• Personas
• Lifecycle Stages
• Content Offer Campaigns
• Strategy: Blogs, Social, Email,
etc.
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... and
more
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Discussion
Inbound Formula
Goals
DRIVER KPIvs
BUILDER KPI
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KPI’S
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MQL
Leads
Churn
Rate
Sales
Visitor
s
Leads
Reach
Driver Builder
THEN ASK
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How do these tie back to org goals?
Determine criteria for each KPI
Is tracking properly setup
Forecast three
months out
Pull KPI historic
data into a
spreadsheet
This
Month
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DIG DEEPER
Number of Blogs
BLOG GOALS
VISITORS KPI
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DIG DEEPER
LEADS KPI
Number of Blogs
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DIG DEEPER
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Discussion
Inbound Formula
Goals
MY DISCLAIMER...
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Sales Close Rate
New vs. Old Sales
Avg. Sale Price
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INBOUND FORMULA
Revenue $5,000,000
$15,000 = 334
Sales
70% New = 234 New
Sales
50% Close = 468 SQL’s
% Leads from Web
Lead to MQL
MQL to SQL
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INBOUND FORMULA
Sales Close Rate
75% = 624
MQL
40% = 1,560 Leads
85% = 1,835 Leads from
Web
50% Close = 468 SQL’s
Break Out Into Tactics
Visitor to Lead
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INBOUND FORMULA
3% = 61,167
Visitors
85% = 1,835 Leads from
Web % Leads from Web
Blogging
Content
Downloads
Social Media
Referrals (guest
posts)
Email Marketing
etc...
EXAMPLE #1:
BLOGGING
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Makeup of Views
Views Per Blog
% Visitors to Blog
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BLOGS
Visitor to Lead
75% = 8351
visitors
200 = 42 Blogs
Organic = 50%
Social = 30%
3% = 11067 Visitors
Referral = 10%
Email = 10%
EXAMPLE #2:
SOCIAL MEDIA
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Social Visitors
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SOCIAL
Visitor to Lead 3% = 11067 Visitors
20% = 2213 Visitors
to Blog = 75% =
1660
Social to Blog Social to NOT Blog
Not to Blog = 25% =
554
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SOCIAL
to Blog = 75% =
1660
Social to Blog Social to NOT Blog
Not to Blog = 25% =
554
Avg. Clicks Per Post
To Blog = 35 Clicks = 48
Posts
Not Blog = 15 Clicks = 37
Posts
LOTS OF
WORK RIGHT?
REPEAT BREAKDOWN
FOR EACH CHANNEL
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Email me for a free
excel template!
DISCUSSION
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Luke Summerfield Director of Inbound
Marketing
m
@SavvyLuke
June 5th 8AM - Milwaukee
Dan
Zarrella
Ezra
Fishman
Oli
Gardner TBA
InboundDay.com