At first, it stings. After time, it leaves a mark. You might even find yourself becoming cynical of professionals who call themselves “marketers” and associate marketing as the function that constantly asks for money without any clear way of linking their efforts to your lead pipeline or revenue goals.
It’s disturbingly common how often people have this kind of experience with marketers - whether it’s employees, consultants or agencies. In fact, if you are anything like the CEOs surveyed in this study conducted by Fournaise Marketing last year, you feel that:
- Marketers need to be more focused on ROI and may not even understand the true meaning of the term, ROI.
- You don’t trust or aren’t impressed by marketers.
- There is a disconnect between marketers and the “financial realities” of the business.
Ouch. Well, I can say that that times are changing. Today, marketing is as results-driven as it’s ever been. If your expectation as CEO is that marketing should contribute to revenue and other business goals in a measurable and trackable way, you’re in the right place.
Why Results-driven CEOs (just like you!) Love Inbound Marketing:
#1: Inbound marketing generates and qualifies leads.
Fundamentally, inbound marketing is about generating leads. According to Hubspot, inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. The inbound marketing process then proceeds to qualify and nurture inbound leads in order to ensure quality and increase sales-readiness.
#2: Inbound marketing promotes sales and marketing alignment.
Long gone are the days when it is ok for sales and marketing act as rivals in an organization. When sales and marketing come together around an inbound marketing and sales process, beautiful things can happen. Inbound marketing provides the sales team with prospect and lead intelligence to help the sales team more effectively run sales calls and interact with future customers based on the individual pain points, level of engagement and sales-readiness of the lead or prospect.
#3: Inbound marketing has a lower cost per lead than outbound.
The Hubspot State of Inbound Marketing Report states that marketers experience a below-average cost per lead compared with outbound marketing. The lowest average lead costs were found in social media, email marketing and SEO.
#4: Inbound marketing shortens the sales cycle, making leads more sales-ready.
According to Gleanster Research, 50% of leads are qualified, but not ready to buy. Inbound marketing (with the help of marketing automation) allows marketers to execute lead nurturing campaigns that result in 47% larger purchases (according to the Annuitas Group). This means that the sales team can focus its efforts strategically on the leads that are most sales-ready.
#5 Inbound marketing is measurable/ROI is clear.
The beautiful thing about inbound marketing is that everything is measurable. Effective inbound marketers connect business goals and revenue targets to their inbound activities to understand how their efforts are contributing to the overall goal of the organization. According to Hubspot’s State of Inbound Marketing Report, 82% of marketers who blog see a positive ROI for their inbound marketing efforts.
Are you ready to give inbound a try? Download our eBook, The Essential Step-by-Step Guide to Internet Marketing to learn more about how to get started.