How to convince your boss to bet on Inbound Marketing?
What a question! And of course, when we say “bet” we mean that we are going to ask for “extra” money or tell him that we are going to change the investment structure of the Marketing department.
As always, things are better understood if they are in order. We are going to detail a series of fundamental steps to know how to invest in Marketing and so that this internal negotiation reaches a successful conclusion.
1. Knowing the context to invest in marketing
First of all, we ne to take an introspective look at our own organization. How are we spending the marketing budget ? Here, to simplify, there are three options:How investing in Marketing is something your boss wants to learn
A) The classics . We do the same marketing as we did 15 job seekers database years ago (events, mia advertising, merchandising and attending events…) Good news. The world has chang and we have a compelling argument to use.
B) The Lone Rangers
We have begun to digitalise. We carry out online actions, but they are isolat from the company’s strategy and neither the General Management nor the Commercial Management know exactly what we do.
C) Those who are almost there. We have a digital how to use the buying cycle in email marketing strategy. Of course, each thing goes through its own channel… LinkIn, emails, the Blog, Twitter, even Instagram Stories… We have the base, but we lack the infrastructure to be able to get even more performance.
2. Prepare the audience
That is, our boss. We have to make sure that he understands what Inbound Marketing is and especially its benefits. We cannot forget to talk about:
The paradigm has chang . We are not the ones who are yeezy 350 boost v2s going to chase potential clients. They are the ones (through the interesting and valuable content that we are going to create) who are going to come to us to ask for information.
Automation. Let’s leave the sales (and marketing) team for the really important stuff. We can automate the rest: confirmation emails, recommend content, follow-ups, lead qualification scoring, workflows. From the moment a lead comes in through a LinkIn or Facebook ad, until it is assign to a salesperson.
All in One. All digital marketing campaigns integrat, for example, in HubSpot . A single platform to control spending and return on all our digital activity.