Why Inbound Marketing is the Future and How to Prove it to your CFO

Leverage digital technology trends to reduce customer acquisition costs, increase ROI, and align with executive shareholder interests.
Marketing / Management & Leadership

CMO Inbound Marketing Execsense

Format Webcast
Duration 40 Minutes
Chapters 6
Skill Level New to Topic
Audience CMO
Includes Access for 1 year. Stream on all devices.

Course Description

In this webcast, ExecSense examines how you as CMO can prove the value of inbound marketing initiatives to your CFO and executive team. Take the 40 minutes to view this webcast to learn how the outbound marketing playbook is failing; why content marketing, search engine optimization, and freemium models are transforming the field; and how to tie your inbound strategies to sales, growth, and profitability.

This webcast is led by an expert on this topic, Mike Volpe (Member of the Board of Directors – Attend, Inc.), and focuses on how to prove ROI and shareholder value when proposing inbound marketing initiatives, focus on shared metrics like CPL and M-CAC, and educate your executive board on 21st century buying behavior.

In this 40-minute session, CMOs will learn:

• Where CMO and CFO interests align and how to make a compelling case for investment in inbound marketing initiatives

• How to prove that inbound marketing has a positive ROI, returns shareholder value, and leads to profitability; why employing PPC marketing is like renting space and using inbound media is like owning a home

• What circumstances lead to the decline in the effectiveness of outbound marketing strategies; a data-driven methodology that accounts for how people buy today; and why competitive analysis is key when determining how to invest in inbound marketing

• The most effective tips and techniques for attracting site visitors, converting them to leads, and turning those leads into customers through CRM, email, and other channels

• Specific case studies of CMOs who’ve focused on developing their owned media channels, prepared their departments and executive boards for the change in marketing philosophy, and subsequently experienced significant growth

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ExecSense Speaker

Mike Volpe
Member of the Board of Directors, Attend, Inc.
Expertise
Marketing

ExecSense_Mike Volpe

Mike Volpe is an entrepreneurial and startup executive with expertise in marketing, business development, strategy and lead generation for cloud, SaaS and B2B software. He currently serves as a Member of the Board of Directors at Attend, Inc.

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Previously, as Chief Marketing Officer at HubSpot, Mike joined as the 5th employee and grew the company to over 900 people, and from about a dozen beta customers to 15,000+ customers in 75+ countries. HubSpot’s marketing has been recognized with 20 different awards, and featured in over 25 different marketing or business books.

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Well organized, well articulated, and easy to follow...the lesson I attended was the best virtual learning experience I've had in quite some time.

Brian K. MooreInternal Communications Director, Houghton Mifflin Harcourt

Dynamic, up-to-date resource.

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...convenient and on-point. A notification in my inbox one day, the next day I am listening to an intelligent discussion on a very relevant subject.

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