Buy-In, Budgets,

& Best Practices.

Chris Knipper, CEO, Founder

INBOUND MARKETING

INBOUND MARKETINGThe process of creating quality content that is of interest to your target audience and then

publishing that content throughout many our your digital channels to pull your prospect, inward, to

you. You do this by educating them and solving their problems.

The DEFINITION

The VEHICLE

Buy-In WITHOUTSUPPORT

What Inbound

Marketing IS NOT.

1 It is not a marketing campaign

INBOUND FAILS AS TEST B2B EXAMPLEEmail Blast & Advertising

INBOUND WINS B2B EXAMPLEConsistent Leads From All Sources – Organic, Referral, & Social

Why Inbound Marketing Fails

as a “TEST” Campaign

Marketing Campaign

Product Centric

Sales & Promo’s

Short Term – Campaign

Bottom of Sales Funnel

Inbound Marketing

User Centric

Educate & Solve Problems

Not a Campaign – Ongoing

Top and Middle of Funnel

80% 20%

Buyer Process JOURNEY80% of B2B Purchase Cycles Happen Before Contacting Sales

Source – Forbes

INBOUND MARKETING

80% Research20

%

Buyer Process JOURNEY

Sales

OUTBOUND MARKETING

80% Sales20

%Research

INBOUND WINS B2B2C EXAMPLEAfter 3 Years, 1,000 -> 100,000 Visitors, Sales Up 300%

1 It is not a marketing campaign

2 It is not social media mgt.

What Inbound

Marketing IS NOT.

SOCIAL LEADS B2B2C EXAMPLE276 New Leads From Social in 5 Months

1 It is not a marketing campaign

2 It is not social media marketing

3 It is not a way to quickly cut costs

What Inbound

Marketing IS NOT.

CUTTING COSTS B2B EXAMPLEOvertime PPC Budget Transitioned to Inbound - Created More Leads

PPC Leads

Social, Direct & Organic Leads

GETTING BUY- IN W/SOCIAL

Leads &

Customers

Get Buy-In

Social

Also

Impacts

Organic

& Direct

Create More Leads & Customers To Get Buy-In, Don’t Sell Cost Cutting

Get Buy-In By Reporting

The

BENEFITS

BENEFITS.What do CEOs care about?

1 Customer Acquisition Costs

• All program and advertising spend

/ number of new customers

• Set a Goal for improvement

Source – Mike Volpe, CMO, HubSpot

BENEFITS.What do CEOs care about?

1 Customer Acquisition Costs

2 Marketing as a % of CAC

Source – Mike Volpe, CMO, HubSpot

MARKETING.As a Percentage of CAC

Long, complex sale 10-20%

Inside sales, less complex 20-50%

Short, simple sales 60-90%

Source – Mike Volpe, CMO, HubSpot

BENEFITS.What do CEOs care about?

1 Customer Acquisition Costs

2 Marketing as a % of CAC

3 Ratio of life-time value to CAC

Source – Mike Volpe, CMO, HubSpot

LIFE-TIME VALUE.To Customer Acquisition Costs

CAC = $100,000

LTV = $400,000

LTV:CAC = 4

>3 is usually good for a growing companyOr bad if under spending hurts growth

Source – Mike Volpe, CMO, HubSpot

DIGITAL MARKETING.Average Budget = 2.5%

Revenue – Marketing Budget

< $5 Million - 7–8%$5–10 Million – 6–7%$10–100 Million – 5–6%$100–300 Million – 3–5%>$300 Million – 3–4%

Source – Gartner & SBA

“Active digital marketers

tend to devote about 30

percent of their

marketing budgets to

paid media, and 50

percent to content.

Digital marketers can

spend significantly less

on marketing as a

percentage of sales”

– McKinsey & Company

• 30% - Paid Media.

• 50% - Content

Budgets Digital Marketers

INBOUND MARKETING SCORECARD

Measuring Content Marketing KPIs

• Output KPIsBlog posts, downloads, videos - Keeping track of

the quantity and regularity of what we publish.

• Interactive KPIsMeasuring how good our content really is, as

indicated by searches, views, likes, shares,

comments and links.

• Conversion KPIsSpecifically measure the

impact of your content

marketing on

lead generation

How & What Do We Measure?

Measuring Content Marketing KPIs

INBOUND MARKETING SCORECARD

Measuring Content Marketing KPIs

BUY-IN -> BENEFITS.Summary

1 What to report to the CEO

2 Benchmarks for budgets

3 KPI to measure for success

Buy-In WHO’S ON BOARD?

The CREW

BEST PRACTICES BUILD A TEAM

LEADER(strategy & project management)

CONTENT(blogging, social media, design, seo)

SOCIAL MEDIA(engagement & advertising)

LEAD GEN(premium content, email, ppc, social ads)

MKTG AUTOMATION(campaigns, lead management, lead scoring)

SALES(ideally, integrated)

Who Else Needs

• Product Managers

• Sales

• Legal

• Regulatory

TO BE INVOLVED?

INBOUND EXAMPLE

Calls-To-Action Facebook Microsite

Lead Generation EXAMPLE

Marketing ANALYTICS

Traffic: +42%

Leads: +508%

Lead GenerationEXAMPLE

5 Days 5 Days 5 Days

Lead Nurturing (Drip) Campaign

Traffic: +42%Leads: +508MQL: +283%SQL: +631%Demo Requests: 421+Customers: 55+Revenue: $400,000+

Lead NurturingEXAMPLE

THANK YOU.chris@kunocreative.comwww.kunocreative.com

QUESTIONS?