The webinar focuses on the importance of developing a budget for content and demand generation strategies in marketing, emphasizing the need for quality content creation to engage potential buyers. It provides insights on adapting to Google's Hummingbird algorithm changes, which prioritize conversational content and understanding buyer personas. Participants learned how to effectively allocate their digital marketing budget, including the distribution between content creation and demand generation activities, to achieve marketing goals.

2. 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

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

4. 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!

5. A Few Other Folks On Today’s Webinar
Chris Knipper | Management
Role...
● Build Inbound Teams
● Manage Demand Generation Budgets
● Analyze Results
● Report on ROI

6. 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

7. A Look Back on 2013 - 2014
Google Algorithm Changed → HummingBird
● Think of why someone would ask a
question

8. 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

9. 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

10. 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

11. 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

12. 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

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

14. 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.

15. Are You Creating Content You Know
Potential Buyers Will Love?
Courtesy Kapost

16. Buyer Personas
How Well Do You Really Know Your Potential
Buyers?

17. Buyer Personas
How Well Do You Really Know Your Potential
Buyers?
● Where they spend their time online

18. Buyer Personas
How Well Do You Really Know Your Potential
Buyers?
● Where they spend their time online
● What industry resources/influencers they trust

19. 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

20. 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

21. 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.

22. 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

23. Types of Quality Content
● Blogs
● eBooks
● Infographics
● SlideShare Presentations
● Interactive Surveys/Quizzes
● Videos
● Web Pages
● Social Media Posts
● Forums

24. Inbound & Content Marketing Budget
Example 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

25. Inbound & Content Marketing Budget
50-60% of Digital Marketing Budget
Create and publish quality content continuously
40-50% of Digital Marketing Budget
Paid demand generation to share and promote content

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

27. Before You Begin Demand Generation
Have you created enough content to reach your top-funnel
lead generation goals?
Content has been created for:
● Top Buyer Personas
● Gated and Ungated Distribution
● Relevant CTAs and Landing Pages
● Personalized Emails and Automation

28. 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

29. Demand Generation: Sponsored Emails
Leverage 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

30. Sponsored Emails: Measure the Results

31. Sponsored Emails: Measure the Results
Measure 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

32. 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)

33. Demand Generation: Paid Ads
Target Specific Audiences and Measure the
Results.
● Facebook: Engage Customers and Prospects
● LinkedIn: Distribute to Targeted Profiles
● Google
● Retargeting
● Relevant Websites

34. 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

35. Overall Budget for Digital Marketing
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

36. An Example of How That Budget Was Spent
Healthcare Manufacturer with $5MM in Annual Revenue
Sales Budget = 6% = $300,000
● 3 Sales People - $200,000
● Tradeshow Expenses - $100,000
Marketing Budget = 3% = $150,000
● Trade Journals/Magazines - $60,000
● Sponsored Emails - 25,000
● Marketing Collateral - $25,000
● Misc. - $25,000
Total = $145,000

37. An Example of How That Budget Was Spent
Healthcare Manufacturer with $5MM in Annual Revenue
Sales Budget = 6% = $300,000
● 3 Sales People - $200,000
● Tradeshow Expenses - $100,000
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

38. An Example of Budget Adjusted for Inbound
Healthcare 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

39. Results of Budget Adjusted for Inbound
Healthcare 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

40. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals

41. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals
2. Consider What you Have Done so far with
Content. How Much will You Need?
○ Blogs
○ Lead Generating Content
○ Lead Nurturing Content

42. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals
2. 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

43. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals
2. 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

44. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals
2. 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

45. Next Steps to Plan Your Inbound Budget
1. Estimate Realistic # of Leads for Growth Goals
2. 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
6. Measure, Analyze and Repeat

46. Have Questions? Need Help?
www.kunocreative.com/questions
www.kunocreative.com/budgets

47. Thanks for Attending!