During my keynote presentation kicking off the Inbound Marketing Summit, Brian Halligan, HubSpot CEO asked me "the ultimate question."
A version of this question is asked at almost every one of the 60 or so keynotes I deliver each year. Frequently it is the very first question asked.
The question is usually asked something like this: "At my company we measure sales leads and press clips. So how do I explain to my boss the value to giving up control of my marketing and engaging my customers via social media? How do I measure the ROI of 'new marketing' via social media and creating information of value to my buyers?"
Warning: My answer contains a cynical component as well as a practical component.