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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