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.

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How to select an industry target for your inbound agency

  1. 1. CMB Partner Office Hours How to select an industry target for your inbound agency. Every Tuesday @3pm Eastern
  2. 2. Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions
  3. 3. Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. 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. 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. After the Webinar • Webinar recording • Slides • Blog article
  7. 7. Today’s Question: How do I select an industry to specialize in?
  8. 8. First: Why do we specialize…
  9. 9. 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. Step 1: Evaluate your current clients.
  11. 11. 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. 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. 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. 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. Step 2: Evaluate their network
  16. 16. 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. Step 3: Build your engine
  18. 18. 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. Conversion rate experiment Conversion rate | New Contact Rate
  20. 20. HubSpot’s prospect fit matrix Used to evaluate your current prospects.  Business characteristics  Contact characteristics  Online behavior
  21. 21. Next Session: Tuesday May 27th @ 3:00 PM “Using CMB’s lead quality report to sell inbound retainers” Sign up at: webinars