Join Bryan Cox, Stephanie Kapera and Dan Romanski from Kuno Creative for our webinar entitled "The True Cost of Inbound Marketing: It's Not Just Dollars and Cents." This webinar discusses the process of inbound marketing, how much it should cost, and what else is involved in terms of making an investment. Be sure to download our eBook "Inbound Marketing: Buy-In, Budgets and Best Practices" to learn more. Click Here: www.kunocreative.com/budgets

2. Meet Your Hosts
Bryan Cox Senior Consultant
Specialties: Inbound marketing strategy
.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................
Stephanie Kapera Content Strategist
Specialties: Buyer persona development, content marketing strategy
.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..................................
Dan Romanski Technologist
Specialties: HubSpot technology, lead generation & management
Questions or Comments?
Tweet it to #KunoWebinar
Say Hi on Twitter:
@bryancox21
@stephkapera
@roamingromanski

3. About Kuno Creative
• One of the original HubSpot partner agencies
• Won “Happiest Clients” award at Inbound 2012
& 2013
We’re especially good at…
• Creating successful strategies for brand
awareness and lead generation
• 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

4. What We’ll Discuss Today…
• 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)

5. Our 7 Step Inbound Marketing Process
1. Collaborative Review
5. Lead Management
2. Strategy
6. Customer Relationship
Management
3. Content Marketing
4. Demand Generation
7. Revenue Performance
Management

6. Getting Started with a Collaborative Review
• What’s happening now?
• Strategy
People - Process - Product
• Immediate goals (3-6 months)
• Longer-term goals (6-12 months)

7. Developing a Strategy
• Mapping a path to success
• Deciding what to do first
• Timelines and Expectations

8. Creating Meaningful Buyer Personas
Our Job = Buyer Experts
What do buyer experts do?
• Understand your buyers
• Understand how they buy
• Buyer persona interviews
• Journalistic approach
• Open-ended interviews

9. The Cost of Getting Started
• Consultant
• Developer
• Content Specialist
• Creative
$5k – $10k per month avg. cost
• Leadership Team
• Marketing
• Product
• Sales
• Customer Service
$5k – $10k per month avg. cost

10. Content Marketing
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)
• Benefits
• “How are you going to
write about my industry?”
The Kuno difference
• Content development
process: agency/client
role breakdown

11. Deploying Your Content
How do you make sure your
ideal buyers see your
content?
• Mapping content
• Editorial calendars
• Social media channels

12. The Cost of Content Marketing
• Consultant
• Project Manager
• Brand Journalist
• Product Manager
• Social Media Strategist
• Bloggers
• Marketing Technologist
• Approval Team
$3k – $10k per month avg. cost
$5k – $10k per month avg. cost

13. Generating Demand
• Search Engine Optimization
• Mobile - Text Message
• Paid Search (Google, Facebook) Offers, Apps, Games
• Outbound Marketing
• Email Marketing
• Website Offers (Call To Action)

14. Managing Your Leads
If creating demand is
Managing leads is like…
like…
...dating
...being HOT
Lead Management
This is how you
Includes…
• Lead nurturing
• Marketing automation
(dinner and a movie)
(asking the right questions)
turn website visits
into revenue!

15. Customer Relationship Management (CRM)
• Determine Sales and Marketing team roles
• Define and refine lifecycle stages
• Implement specific lead scoring criteria to
separating the MQLs from SQLs
This is how you get sales and
marketing to work together!

16. Revenue Performance Management (RPM)
How does each part of the marketing process impact
revenue generation? RPM is how you find out.
• Customer acquisition costs • Customer lifetime value
• Contribution to pipeline
• Sales and marketing ROI
• Churn rate

17. The Cost – On Both Sides
• Consultant
• Technologist
• Marketing Manager
• Sales Team
• Designer
• Content Specialist
• Product Manager
• Legal
$7k – $12k per month avg. cost
$5k – $8k per month avg. cost
*depends on company size

18. Financial Cost
Budget Implications for Various Company Sizes
Small Businesses @ $2-10 Million in Sales
Large Companies @ $100-500 million in sales
should 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.
should 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.
..........................................................
Small-to-Mid-Size Companies @ $10-50 million in sales
should 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.
..........................................................
Enterprises @ $500+ million in sales
should 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.

19. Thank You!
Want to talk more about
working with Kuno?
Questions or
comments?
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.
Ask us on Twitter…
@bryancox21
@stephkapera
@roamingromanski
or by email…
bcox@kunocreative.com
Skapera@kunocreative.com
danr@kunocreative.com

20. A Free Guide
Need Help Proving
the Value of Inbound?
With Inbound Marketing: Budgets,
Buy-In and Best Practices, we'll
help you set realistic budgets and
prove the value of inbound
marketing to other company
stakeholders.
DOWNLOAD TODAY!
Simply visit www.kunocreative.com/budgets