How to select an industry target for your inbound agency
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Transcript of How to select an industry target for your inbound agency
www.contentmarketingblueprint.com
CMB Partner Office Hours
How to select an industry target for your inbound agency.
Every Tuesday @3pm Easternwww.contentmarketingblueprint.com
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Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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What is the CMB Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s Question:
How do I select an industry to specialize in?
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First: Why do we specialize…
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Benefits of specializing.
Differentiates your brand and your messaging
Helps you get found
Allows you to charge more
Allows you to shorten the learning curve with new clients
Leverage your contacts to gain momentum
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Step 1: Evaluate your current clients.
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Evaluate past success and challenges to identify an
industry.
What companies have you had success with?
Examples:
Education
Ent. Technology
What companies have been the most challenging and why?
Examples:
Education was very difficult to actually be successful with: lots of red tape around content production and website modifications.
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Evaluate cash flow
What do they sell? Is it something that is expensive to
own? Is it a want or a need? Seasonal revenue? Year-long? One time
fees? Recurring fees? If recurring, then at
what rate? Is the industry protected: (eg.
Pharmaceutical – very little foreign competition)
Are these companies growing?
Goal is to find a steady cash flow to support and grow your inbound program.
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Evaluate profitability
How much revenue do they bring in?
What are the costs of running that kind of business?
What is the lifetime value of a new customer?
Lifetime value of a new customer will be the key to making the financial case for inbound!
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Good fit for inbound?
Lifetime value of new customer*
How much information is needed to make a purchase*
Is the market saturated with content?
Is the company differentiated? (Do they have something to say?)
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Step 2: Evaluate their network
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What to evaluate
Lifetime value of customer
How involved is the sales process?
Growth potential of the company
Growth potential of the industry
Network and reach
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Step 3: Build your engine
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How to attract and close your targets.
Awareness
• Blogs• Whitepapers• Interviews
Consideration
• Brochure• Services overview & pricing• Case study• Webinars
Decision
• Buyer persona development• Content Marketer’s Blueprint
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Conversion rate experiment
Conversion rate | New Contact Rate
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HubSpot’s prospect fit matrix
Used to evaluate your current prospects.
Business characteristics
Contact characteristics
Online behavior
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Next Session: Tuesday May 27th @ 3:00 PM
“Using CMB’s lead quality report to sell inbound retainers”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars