Introductions

Tim Kiedrowski | Client Relations Manager

Why is this webinar important?● Need a budget to succeed ● How to develop a budget● Examples● Free reference materials

Agenda

● Introductions● Google Updates Impacting Content Strategy● Content Creation Strategy & Budgets● Demand Generation Strategy & Budgets● Overall Marketing Budgets & Examples

A Few Other Folks On Today’s Webinar

Lisa Gulasy | Brand Journalist

Role...● Develops and Executes Content Strategy● Writes Blogs and Premium Content● Oversees other Content Creation

Did You Know?Kuno creates more than 150 pieces of content each month!

A Few Other Folks On Today’s Webinar Chris Knipper | Management

Role...● Build Inbound Teams● Manage Demand Generation Budgets● Analyze Results● Report on ROI

A Few Other Folks On Today’s Webinar Justine Timoteo | Strategist

Role...● Serves as High-Level Advisor● Develops SEO, Content Marketing and Lead

Generating Strategies

Clients Include Healthcare Manufacturers, Medical Device Companies, Non-Profit Organizations and SaaS Companies

A Look Back on 2013 - 2014

Google Algorithm Changed → HummingBird ● Think of why someone would ask a

question

A Look Back on 2013 - 2014

Google Algorithm Changed → HummingBird ● Think of why someone would ask a

question● Instead of the exact words they use in the

question

A Look Back on 2013 - 2014

Google Algorithm Changed → HummingBird ● Think of why someone would ask a

question● Instead of the exact words they use in the

question● Focus on conversational tone

A Look Back on 2013 - 2014

Google Algorithm Changed → HummingBird● Think of why someone would ask a question● Instead of the exact words they use in the

question● Focus on conversational tone● Look beyond trying to rank on a few keywords

How That Impacts Your Content Strategy

Google Algorithm Changed → HummingBird ● Think of why someone would ask a question ● Instead of the exact words they use in the

question● Focus on conversational tone● Look beyond trying to rank on a few keywords● Write like a human; speak directly to potential

buyers

How That Impacts Your SEO Strategy

Google Algorithm Changed → HummingBird● Think of why someone would ask a question ● Instead of exactly “what words” are part of

the question ● Focus on conversational tone● Look beyond trying to rank on a few keywords● Write like a human; speak directly to potential

buyers.● Do not create content only for keywords/SEO

Why Create Quality Content?

“Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.” - HubSpot State of Inbound 2014.

As you’ve likely guessed, content should be a big part of your 2015 budget. We’ll tell you just how much in a bit.

But first, let’s talk about what types of content and how to create it.

Are You Creating Content You Know Potential Buyers Will Love?

Courtesy Kapost

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

● Where they spend their time online

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

● Where they spend their time online● What industry resources/influencers they trust

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

● Where they spend their time online● What industry resources/influencers they trust● What their professional priorities are

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

● Where they spend their time online● What industry resources/influencers they trust● What their professional priorities are● What decision criteria they use for a purchase

Buyer Personas

How Well Do You Really Know Your Potential Buyers?

● Where they spend their time online● What industry resources/influencers they trust● What their professional priorities are● What decision criteria they use for a purchase

Better marketing is intuitive when you define your buyer personas.

Buyer Insight Process

Conduct in-depth interviews to uncover recurring buyer sentiments to develop buyer personas and content strategy

● 3-4 interviews with company employees● 3-4 interviews with recent customers● 3-4 interviews with “closed-lost” sales

Types of Quality Content

● Blogs● eBooks● Infographics● SlideShare Presentations● Interactive Surveys/Quizzes ● Videos● Web Pages● Social Media Posts● Forums

Inbound & Content Marketing BudgetExample Content Breakdown

● 4-8 Blogs per Month● 2-3 Pieces of Content per Quarter● 1-2 Videos per Quarter● 1 Email Campaign Per Month● Continued Smart Content

Total Budget Per Month = $8 to $12K

Inbound & Content Marketing Budget50-60% of Digital Marketing BudgetCreate and publish quality content continuously

40-50% of Digital Marketing BudgetPaid demand generation to share and promote content

So content is roughly half of the budget, and demand generation is the other half. Tell me more about demand generation.

Before You Begin Demand Generation

Have you created enough content to reach your top-funnellead generation goals?

Content has been created for:● Top Buyer Personas● Gated and Ungated Distribution● Relevant CTAs and Landing Pages● Personalized Emails and Automation

Demand Generation

Marketing Director - “I’ve created some content that is working well with our current website visitors, but that isn’t enough for our sales team?”

Ways to reach a new audience:● Sponsored Emails● Syndication Opportunities● Webinars● Paid Ads

Demand Generation: Sponsored EmailsLeverage the contact database for a media source that is relevant to your audience.

● Don’t Purchase Email Lists (That’s spam!)● Have Email Sent on Your Behalf From a

Third Party● Include an Offer that Goes to Your

Landing Page● Do Outbound Marketing in an Inbound Way

Sponsored Emails: Measure the Results

Sponsored Emails: Measure the ResultsMeasure the immediate and longer-term impact on the different levels of the sales funnel. Total demand generation budget = $12,000.

Immediate impact within 3 months:

● 652 Leads ● 78 Marketing Qualified Leads● 23 Sales Qualified Leads● 18 Opportunities● 7 Customers

Longer-term impact within 12 months:

● 815 Leads ● 247 Marketing Qualified Leads● 52 Sales Qualified Leads● 29 Opportunities● 11 Customers

Sponsored Emails: How Much Content?Calculate how much content you will need to nurture prospects through the buyer’s journey.

Example with 3-12 Months Sale Cycle:

● 3 eBooks for 3 Sponsored Emails Over 3 months● 6-9 Lead Nurturing Emails (One per Month)● 3-5 Related Blogs Posts● 3-4 Additional Conversion Opportunities (Ex: Guides or Videos)

Demand Generation: Paid AdsTarget Specific Audiences and Measure the Results.

● Facebook: Engage Customers and Prospects● LinkedIn: Distribute to Targeted Profiles● Google ● Retargeting● Relevant Websites

Overall Budget for Digital Marketing

Digital marketing budgets were predicted to rise by 10 percent in 2014, following a double-digit percentage increase in 2013.

Gartner survey of marketing executives in 2014

On average, companies spent 10.7 percent of their annual 2013 revenue on overall marketing activities, with digital marketing spending averaging 3.1 percent of revenue, up from 2.6 percent the year before.

Gartner survey of marketing executives by 2014

Overall Budget for Digital Marketing

An Example of How That Budget Was Spent

Sales Budget = 6% = $300,000● 3 Sales People - $200,000● Tradeshow Expenses - $100,000

Healthcare Manufacturer with $5MM in Annual Revenue

Marketing Budget = 3% = $150,000● Trade Journals/Magazines - $60,000● Sponsored Emails - 25,000● Marketing Collateral - $25,000● Misc. - $25,000

Total = $145,000

An Example of How That Budget Was Spent

Sales Budget = 6% = $300,000● 3 Sales People - $200,000● Tradeshow Expenses - $100,000

Healthcare Manufacturer with $5MM in Annual Revenue

Marketing Budget = 3% = $150,000● Trade Journals/Magazines - $70,000● Sponsored Emails - 25,000● Marketing Collateral - $25,000● Misc. - $25,000

Total = $145,000

Results● 11 Leads/Month, 132/year● MQLs/Opps. = Very Few● Average Cost Per Lead = $2,272

An Example of Budget Adjusted for InboundHealthcare Manufacturer with $5MM in Annual Revenue

Digital Budget = 3% = $150,000● Webinars - $20,000● Blogs - $36,000● Lead Generating Content/Campaign - $24,000● Email Marketing - $9,000● Social Media - $18,000● Additional Demand Generation - $60,000

Total = $158,000

Total Marketing Budget = 6% = $300,000

Non-Digital Budget● Trade Journals/Magazines - $70,000● Sponsored Emails - 25,000● Marketing Collateral - $25,000● Misc. - $25,000

Total = $145,000

Results of Budget Adjusted for InboundHealthcare Manufacturer with $5MM in Annual Revenue

Total Marketing Budget = 6% = $300,000

Results● 62 Leads/Month, 744/year● MQLs/Opps. = 138● Average Cost Per Lead = $403● 82% Reduction in the Cost Per Lead

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals2. Consider What you Have Done so far with

Content. How Much will You Need?○ Blogs○ Lead Generating Content○ Lead Nurturing Content

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals2. Consider What you Have Done so far with

Content. How Much will You Need?○ Blogs○ Lead Generating Content○ Lead Nurturing Content

3. Calculate your Digital Budget○ Consider 3% Depending on Goals ○ Plan Budgets for BOTH Content and

Demand Generation

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals2. Consider What you Have Done so far with

Content. How Much will You Need?○ Blogs○ Lead Generating Content○ Lead Nurturing Content

3. Calculate your Digital Budget○ Consider 3% Depending on Goals ○ Plan Budgets for BOTH Content and

Demand Generation 4. Regularly Create Content

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals2. Consider What you Have Done so far with

Content. How Much will You Need?○ Blogs○ Lead Generating Content○ Lead Nurturing Content

3. Calculate your Digital Budget○ Consider 3% Depending on Goals ○ Plan Budgets for BOTH Content and

Demand Generation 4. Regularly Create Content 5. Benchmark Data for 3 to 6 Months

Next Steps to Plan Your Inbound Budget1. Estimate Realistic # of Leads for Growth Goals2. Consider What you Have Done so far with

Content. How Much will You Need?○ Blogs○ Lead Generating Content○ Lead Nurturing Content

3. Calculate your Digital Budget○ Consider 3% Depending on Goals ○ Plan Budgets for BOTH Content and

Demand Generation 4. Regularly Create Content 5. Benchmark Data for 3 to 6 Months6. Measure, Analyze and Repeat

Have Questions? Need Help?

www.kunocreative.com/questions

www.kunocreative.com/budgets

Thanks for Attending!