A common question is How Much Does Inbound Marketing Cost? Your cost will depend on the amount of resources required to achieve goals related to increasing brand awareness and growing revenue. Kuno Creative usually works with companies with no less than $10mm in annual revenue who have a digital marketing budget of at least 2.5% ($250,000). Unlike many inbound marketing agencies, we don't bundle a pre-determined quantity of deliverables such as blog posts, or eBooks or emails into standard packages and hope for the best, because we know from experience that approach is very unikely to have a favorable outcome.
Instead, we hire Inbound Consultants with experience and track records of success to lead an in-house team that's dedicated to reaching your goals by providing inbound marketing services. Our teams have Consultants, Brand Journalists, Designers, Marketing Technologists, and Demand Generation experts. We dedicate a team to your account for a 6 - 36 month term, and the cost for the team is usually similar to the cost of just one management-level employee or sales person at your company ($6,500 - $15,000 per month) plus a budget for demand generation (paid media advertising).
We tailor our engagement to meet your marketing needs and priorities. At the beginning of an engagement with Kuno, you might need a quick win or you might want to go through a thorough assessment process to discover who your most likely buyers are and then craft a content strategy. Or you might need a significant advertising budget to promote new products or events. Later on (or even simultaneously), you might want to focus on sustained growth though SEO and content marketing. Whatever the scenario, our approach and plan will be customized to achieve your goals and deliver ROI on your inbound marketing budget.
We work with you to identify goals, processes in place, challenges, timing requirements, internal resources and budget. Then we design an inbound marketing services program that makes sense for you and helps you achieve your goals in a measurable, accountable way.
A redesigned website is a good start to augment your sales and marketing results, but ask yourself this: What am I going to do to generate more qualified sales leads? Creating a new website only, is not likely to do that for you.
That's where inbound marketing and demand generation come in. We want to make sure your website and content strategy are optimized for search engines. Then we create targeted inbound and inbound/outbound campaigns designed to attract qualified leads and nurture them into customers.
If you have inbound marketing programs in place and simply want to bring your website up to speed with the rest of your marketing strategy, we're happy to help.
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. This is often achieved by creating quality content that is of interest to your target audience, and then publishing that content throughout many digital channels. The idea is to pull your prospect toward you. You do this by educating them and solving their problems. We bring the experience of one of the original and fastest growing HubSpot Partner Agencies to the table.
Interested in Inbound? Here’s our guide “Buy-in, Budgets, and Best Practices” to more fully describe our methodology.
It’s important to establish clear objectives and metrics that match your business goals. Our strength is to be able to use this information to help build specific inbound and outbound campaigns that can achieve these goals. A common measure of success can be lowering your customer acquisition cost (CAC) as revenue grows by leveraging an integrated approach of outbound media spends and inbound leads. Another common, long-term measure of success would be reducing the length of the sales cycle, especially for larger-ticket items.
You can see more short-term measurements in our Content Marketing KPI checklist.
Our team leverages a number of resources to develop content at every step of the consumer decision process. It starts with our persona assessment and stakeholder interviews. This process allows us not only to create an image of a representative of the various target segments, but it allows us to look for important keywords that helps drive our research. Combining this data, along with search data, we create a “Buyer's Journey” that helps steer the content creation toward keywords that drive traffic, and conversion points that align with pain points and interest.
You can get a better idea of our content marketing process in our eBook “Conquering Content Marketing: Getting it Right from the Start.”
We use the HubSpot sales and marketing software to go beyond email marketing, so you can scale your growth and spend less time on repetitive tasks. This enables our customers to use campaigns to move prospects further down the funnel and generate more qualified leads. Advanced segmentation logic is used to determine exactly who gets enrolled in what marketing automation workflows and when. Emails for each recipient can be personalized using specific lead-intelligence details from your contacts database or CRM.
You can learn more in our “Creating Content for Marketing Automation” guide.
To get the most out of any PPC campaign, we continually optimize campaigns, closely monitor various ranking factors (such as bid and quality score) and, most importantly, conversion metrics. By ensuring a properly measured conversion metrics model, optimizing a PPC account not only on conversion costs, but also on conversion revenue, can help ensure that your PPC campaign is successful.
You can view some of our PPC success in this case study about our partnership with Lawn Dawg.
We implement a Demand Generation program to build immediate success and leverage the keyword/search data to build long-term SEO success with Inbound marketing. By combining these efforts, we are able to use data to build campaigns around traffic that not only drives visitors to your website, but also converts those visitors into customers. Additionally, we leverage different distribution platforms to help market to consumers at every step of the decision making process, ensuring our messaging aligns with their need
To get the most out of your marketing campaigns, we need to have regular communications and meetings with leaders from your sales and marketing department to continuously identify and evolve the top KPIs (key performance indicators). We need regular feedback on the quality of the leads and the sales results from campaigns. We also need the ability to have closed-loop reporting, ie. an integration between the sales and marketing software (HubSpot) and a CRM (which could also be the HubSpot CRM or a CRM that can be integrated with HubSpot).
You can see all the HubSpot factors we consider in our new eBook “Improve Your HubSpot ROI.”
Reporting tools include Inbound Scorecard, PPC Monthly Report, and Interactive PPC Dashboard built with Google and our Clients Benchmark.
Our employees have to get recurring certifications from Hubspot, Google, and Facebook on a yearly basis equaling more than 100 certifications overall. We have also engaged HubSpot employees to run “bootcamps” at our offices.
Kuno Creative has been on the leading edge of the inbound marketing evolution for more than a decade, pushing the boundaries of what our clients can do with with an integrated strategy of inbound marketing and demand generation (paid advertising). Our core values—teamwork, being proactive and taking ownership—and track record of success make us stand out from competitors.
Kuno has been named HubSpot Agency of the Year and is a three-time winner of the Happiest Clients Award. We are also a Google Premier Partner and Inc. 5000 winner.
One of the challenges we continue to face is educating our clients’ existing sales staff about how to also sell to inbound leads. They need to learn how to embrace the recent technologies, which make the sales process easier and more enjoyable for prospects. Our services include consulting on the alignment between sales and marketing to help continuously evolve this process.