If you're a marketing leader who knows the value of inbound marketing, you may have already implemented pieces of inbound into your overall marketing strategy. And you're probably finding that you need to shift resources around -- or get more of them -- to make the changes needed to increase lead generation, reduce costs, and grow new markets.
Another obstacle that could be standing between you and your vision for more effective marketing? Your Chief Financial Officer (CFO).
If you've ever had trouble communicating the value of inbound marketing to your CFO in a way they understand, you're not alone. Many CMOs have expressed how difficult it is to make a case for inbound when they and their CFO seem to be speaking entirely differently languages. But getting their buy-in is vital for securing an investment for your inbound strategy.
This kit, which includes both a pocket guide for your reference and a customizable PowerPoint templatethat you can present to your CFO, is designed to help you make a business case for inbound that appeals better to the rest of your executive team. It'll show you how to position inbound marketing in a way that the financial-minded members of your C-suite can get excited about and endorse.
We've found that one of the keys to making that happen is being able to talk about inbound marketing using financial terms. Another is being able to show that inbound marketing analytics play a major part in attributing dollars spent to revenue generated.
Today, with some companies spending as much as 10% of their annual budgets on marketing, putting hard numbers against marketing performance is music to the C-Suite’s ears. What they may not realize is that that’s one of inbound marketing’s strengths -- and conveying that strength will be the key to opening the C-Suite’s minds and winning their support.