The Inbound Marketing Formula

@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!

[email protected]

DISCUSSION

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Luke Summerfield Director of Inbound

Marketing

[email protected]

m

@SavvyLuke

June 5th 8AM - Milwaukee

Dan

Zarrella

Ezra

Fishman

Oli

Gardner TBA

InboundDay.com