How Do I Convince My Boss?

Posted May 6th, 2009 by RickBurnes

What should I do if I'm completely sold on the idea of inbound marketing, but boss isn't. What are the best ways to make the case that this is something my company should be doing?

Use this PowerPoint Presentation

Mike Volpe 2 years 50 weeks 1 day 23 hours ago

I wrote a blog article specifically on this topic. And, in the blog article, I linked to a PPT presentation I created that you can download and customize and then present to your boss.

http://blog.hubspot.com/blog/tabid/6307/bid/2921/How-to-Convince-a-CEO-to-Enter-21st-Century-Internet-Marketing.aspx

The basic tips from the article are:

Tell your CEO that the way people research purchases has changed.
Discuss how marketing needs to change.
Show a current analysis of your company's Internet marketing effectiveness.
Present a plan for transforming your company's marketing strategy to embrace the 21^st century.

Share Data

Prashant Kaw 2 years 51 weeks 3 days 18 hours ago

One way to take your opinion out of the equation to convince your higher ups about some initiative it to share data or stats about it.

Perhaps you have done some testing, or perhaps you have done some research. The best way to get an affirmative response (whether it be Yes or Need more Info) is to benchmark your current situation and share data.

Segmentation also plays an important role. If you are a small business, just sharing the following stat may not help your cause: "50% of businesses online are using Twitter for Marketing". If you could second that with a granular stat that says that 45% of small businesses are using Twitter for Marketing will be better.

Great advice

Brian Rogers 3 years 1 week 1 day 23 hours ago

I totally agree with what Erin said.

Another sound bite you can use is to ask your boss about how they make purchases. If they want to hire a consultant, or buy some software, or something else for their business. Or even for a personal purchase, what is their process?

If they say anything like 'Search in Google' for whatever (reviews, testimonials, options for purchase, etc.) then ask them why they think your clients are any different. If they say they're not, then ask why they don't want to rank in Google? See where this is going? Anything they say will basically prove your point ;-).

They may also say they ask friends/collegues/network about the product or service they want to buy. You can also use this response by saying the online world is much the same. There are many networks out there, many of which are gigantic (millions of facebook users...), and people is these networks do the same thing. When they want to make a purchase they talk to their network. Now, imagine you were in that network and someone wanted to buy a product/service you offer? Thats pretty powerful.

~Brian

Show Online Conversations Already Happening

erincolbert 3 years 1 week 6 days 22 hours ago

One of the easiest things you can do is to show your boss the conversations that are already happening online about your company and your industry. I've worked with companies who start to explore social media and find that their loyal customers have already started a Facebook group or people are tweeting product support information on Twitter. It's a lot easier for a boss to dedicate resources to something s/he can see the value in up front. The fact that your potential customers and existing customers are already discussing topics relevant to your company is one way to show him/her that you need a seat at the table of those discussions.

Thank you for your advice

Itai Boublil 2 years 51 weeks 4 days 16 hours ago

I am currently facing the same problem, and I think you provided a good solution.

Thank you!

DIY

Coach Gary Daw 2 years 51 weeks 3 days 16 hours ago

If do it yourself, from a personal approach promoting your business or company you work at, if you have just a little success and bring in a new customer or account by inbound marketing path, this should wake him up, if not, then he might be a lost cause.

At the least, you will have a new skill set.

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