A common question is, "How Much Does Inbound Marketing Cost?" The short answer is, it varies. Unlike other agencies, we don’t bundle predetermined services into a package for a preset amount and hope for the best. Each client has unique and different needs, so what works for one will not necessarily work for another. Because of this, each marketing program we craft is customized to each client’s goals and challenges, timing requirements, overall budget and internal resources.
As a general rule of thumb, our fees are similar to what you would pay for two to three employee’s yearly salary ($7,500 - $20,000 per month), plus a budget for paid media advertising. For that amount, you’ll get an entire team, including a consultant, brand journalist, designer, technologist and demand generation expert.
We typically work with both B2B and B2C companies with $50 million + in annual revenue, and a digital marketing budget greater than $250,000.
A redesigned website is a great place to start, but ask yourself this: "What am I going to do to generate more sales leads?" You will need to make other efforts to gain new leads, and a website alone is not likely to do that for you. We combine inbound marketing and demand generation to create campaigns to capture those qualified leads and ultimately, generate revenue.
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 promoting that content through many digital channels. 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 process. It begins with our persona assessment and stakeholder interviews. This process allows us not only to create an image of the various target segments, but it allows us to look for important keywords that helps drive our research. Using this data, we create a “Buyer's Journey” that helps steer the content creation toward keywords that drive traffic and increase your online visibility.
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.
We have been on the cutting-edge of the inbound marketing evolution since the beginning, pushing the boundaries of what our clients can do with an integrated strategy. Our core values—teamwork, being proactive and taking ownership—have allowed us to create a company culture that celebrates the individual talents of all our team members at Kuno. It’s that team of consultants, designers, brand journalists, demand generation experts and technologists that have helped hundreds of clients reach success over the last 20 years.
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 assistance in learning 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.