As we’ve established throughout these playbooks, inbound is not a set of tactics -- it's a business philosophy that guides the sales and marketing approach of an organization through obsessive listening, teaching, and a desire to solve the problems of the marketplace.
For this philosophy to work, a few things have to happen:
Even if you are able to accomplish those things, it’s critical that a business can answer the following question:
"But did our content make us any money?"
If your organization is going to spend the time, resources, and money needed to make inbound and creating content work, there absolutely should be an ongoing understanding of the company’s return on investment (ROI).
For example, we've invested a lot of time and resources into our pillar content strategy at IMPACT. But without a tool like HubSpot, we would have never known that strategy generated more than $195,000 in revenue in a six-month period, in addition to helping us grow our organic traffic.
Marcus Sheridan also would have never discovered The Big 5 content topics -- which have generated millions of dollars in revenue for businesses around the world -- without HubSpot, which gave him the ability to see which of River Pools articles were the highest performing.
You see, the fact is, as businesses, we must make money.
And then we must turn a profit.
All this inbound stuff is nice, but without it helping you to seriously generate more revenue for your company, it’s not worth the price tag on the cover.
It is for this reason that, with digital sales and marketing, tools do matter -- a lot.
In this playbook, you will learn how to get started with HubSpot, and how to maximize your investment in marketing and sales technology, so you can start measuring the return on your own investment with inbound.