0
www.contentmarketingblueprint.com
CMB Partner Office Hours
How to select an industry target for
your inbound agency.
Every...
www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: ...
www.contentmarketingblueprint.com
Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+M...
www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Re...
www.contentmarketingblueprint.com
What is the CMB Community?
A team of inbound marketing agencies that sell and deliver se...
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Question:
How do I select an industry to specialize in?
www.contentmarketingblue...
www.contentmarketingblueprint.com
First: Why do we
specialize…
www.contentmarketingblueprint.com
Benefits of specializing.
 Differentiates your brand and
your messaging
 Helps you get...
www.contentmarketingblueprint.com
Step 1: Evaluate your
current clients.
www.contentmarketingblueprint.com
Evaluate past success and
challenges to identify an
industry.
What companies have you ha...
www.contentmarketingblueprint.com
Evaluate cash flow
 What do they sell?
 Is it something that is expensive to
own?
 Is...
www.contentmarketingblueprint.com
Evaluate profitability
 How much revenue do they bring in?
 What are the costs of runn...
www.contentmarketingblueprint.com
Good fit for inbound?
 Lifetime value of new customer*
 How much information is needed...
www.contentmarketingblueprint.com
Step 2: Evaluate their
network
www.contentmarketingblueprint.com
What to evaluate
 Lifetime value of customer
 How involved is the sales
process?
 Gro...
www.contentmarketingblueprint.com
Step 3: Build your
engine
www.contentmarketingblueprint.com
How to attract and close your
targets.
Awareness
• Blogs
• Whitepapers
• Interviews
Cons...
www.contentmarketingblueprint.com
Conversion rate experiment
Conversion rate | New Contact
Rate
www.contentmarketingblueprint.com
HubSpot’s prospect fit matrix
Used to evaluate your current
prospects.
 Business charac...
www.contentmarketingblueprint.com
Next Session: Tuesday May 27th
@ 3:00 PM
“Using CMB’s lead quality report to sell
inboun...
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How to select an industry target for your inbound agency

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Inbound marketing agencies can get noticed, charge more and deliver better results if they specialize in a specific industry or market segment. This presentation covers the business elements to evaluate when looking at your current customer base and selecting a target industry for your agency.

Published in: Marketing, Business, Technology
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Transcript of "How to select an industry target for your inbound agency"

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to select an industry target for your inbound agency. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions
  3. 3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. www.contentmarketingblueprint.com 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
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Question: How do I select an industry to specialize in? www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com First: Why do we specialize…
  9. 9. www.contentmarketingblueprint.com 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
  10. 10. www.contentmarketingblueprint.com Step 1: Evaluate your current clients.
  11. 11. www.contentmarketingblueprint.com 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.
  12. 12. www.contentmarketingblueprint.com 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.
  13. 13. www.contentmarketingblueprint.com 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!
  14. 14. www.contentmarketingblueprint.com 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?)
  15. 15. www.contentmarketingblueprint.com Step 2: Evaluate their network
  16. 16. www.contentmarketingblueprint.com 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
  17. 17. www.contentmarketingblueprint.com Step 3: Build your engine
  18. 18. www.contentmarketingblueprint.com 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
  19. 19. www.contentmarketingblueprint.com Conversion rate experiment Conversion rate | New Contact Rate
  20. 20. www.contentmarketingblueprint.com HubSpot’s prospect fit matrix Used to evaluate your current prospects.  Business characteristics  Contact characteristics  Online behavior
  21. 21. www.contentmarketingblueprint.com 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
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