Meet Your HostsBryan Cox Senior ConsultantSpecialties: Inbound marketing strategy

Stephanie Kapera Content StrategistSpecialties: Buyer persona development, content marketing strategy

Dan Romanski TechnologistSpecialties: HubSpot technology, lead generation & management

Questions or Comments? Tweet it to #KunoWebinar

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Say Hi on Twitter:@bryancox21 @stephkapera

@roamingromanski

• One of the original HubSpot partner agencies

• Won “Happiest Clients” award at Inbound 2012 & 2013

About Kuno Creative

We’re especially good at…

• Content development (key differentiator: we use trained brand journalists)

• Producing real, measurable results: helping you create demand, capture more qualified leads, and convert MQLs to SQLs

• Creating successful strategies for brand awareness and lead generation

• Kuno’s 7 step inbound marketing process • How agencies and clients work together throughout the process

•The cost of investing in inbound marketing (financial costs & resources)

What We’ll Discuss Today…

1. Collaborative Review

2. Strategy

3. Content Marketing

4. Demand Generation

Our 7 Step Inbound Marketing Process

5. Lead Management

6. Customer Relationship Management

7. Revenue Performance Management

• What’s happening now?• Strategy People - Process - Product

• Immediate goals (3-6 months)• Longer-term goals (6-12 months)

Getting Started with a Collaborative Review

• Mapping a path to success• Deciding what to do first• Timelines and Expectations

Developing a Strategy

Our Job = Buyer Experts

What do buyer experts do?• Understand your buyers • Understand how they buy• Buyer persona interviews

Creating Meaningful Buyer Personas

• Journalistic approach• Open-ended interviews

• Consultant

• Developer

• Content Specialist

• Creative

The Cost of Getting Started

• Leadership Team• Marketing

• Product

• Sales

• Customer Service

$5k – $10k per month avg. cost $5k – $10k per month avg. cost

Gold standard for content = valuable enough for people to pay for it

Buyer persona interviews → Content Strategy

Blog posts, premium content downloads (eBooks, whitepapers, case studies)

Content Marketing

• Benefits

• “How are you going to write about my industry?” The Kuno difference

• Content development process: agency/client role breakdown

How do you make sure your ideal buyers see your content?

Deploying Your Content

• Mapping content• Editorial calendars• Social media channels

• Consultant

• Brand Journalist

• Social Media Strategist

• Marketing Technologist

The Cost of Content Marketing

• Project Manager

• Product Manager

• Bloggers

• Approval Team

$3k – $10k per month avg. cost $5k – $10k per month avg. cost

• Search Engine Optimization• Paid Search (Google, Facebook)• Email Marketing• Website Offers (Call To Action)

Generating Demand• Mobile - Text Message Offers, Apps, Games• Outbound Marketing

If creating demand is like…...being HOT

Managing Your Leads

• Lead nurturing (dinner and a movie)

Lead Management Includes… • Marketing automation

(asking the right questions)

Managing leads is like…...dating

This is how you turn website

visits into revenue!

• Determine Sales and Marketing team roles• Define and refine lifecycle stages• Implement specific lead scoring criteria to separating the MQLs from SQLs

Customer Relationship Management (CRM)

This is how you get sales and marketing to work together!

How does each part of the marketing process impact revenue generation? RPM is how you find out.

Revenue Performance Management (RPM)

• Customer acquisition costs• Contribution to pipeline• Churn rate

• Customer lifetime value• Sales and marketing ROI

• Consultant • Technologist

• Designer • Content Specialist

The Cost – On Both Sides

• Marketing Manager • Sales Team

• Product Manager • Legal

$7k – $12k per month avg. cost $5k – $8k per month avg. cost*depends on company size

Budget Implications for Various Company Sizes

Financial Cost

Small Businesses @ $2-10 Million in Salesshould plan to budget $100-150K per year, more if

possible. This amounts to 2-5 percent of gross revenues,

which is well within the ranges of companies building their

growth around digital marketing.

Small-to-Mid-Size Companies @ $10-50 million in salesshould budget $200-300K per year, which lines up well

with the guidelines above for inbound marketing

components.Mid-Size Companies @ $50-100 million in sales should budget $300-500K per year, which gives them the

scale of marketing personnel and initiatives to match

larger product lines and to gain market share.

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Large Companies @ $100-500 million in salesshould budget $1-5M per year, which is a lower

percentage of revenue than required by smaller

companies, but still provides plenty of budget for

aggressive marketing, both inbound and outbound.

Enterprises @ $500+ million in salesshould budget $5-20M per year, which is a still lower

percentage of revenue than required by smaller

companies and may vary considerably based on

industry and markets. B2C companies will typically

have much higher advertising and marketing budgets

due to competitive factors.

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Want to talk more about working with Kuno?Stephanie has cleared the rest of afternoon to give introductory consultations. Give her a call at (440) 261-5029 to tell her your problems and get some free marketing therapy.

Thank You!Questions or comments? Ask us on Twitter…@bryancox21

@stephkapera

@roamingromanski

or by email…bcox@kunocreative.com

Skapera@kunocreative.com

danr@kunocreative.com

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