15-Minute Contact Call
How do I know if Artillery is a good fit for my company?
If your company is looking to generate leads from your online marketing, has a sales team to work those leads, and is willing to think creatively, we’re probably a good fit for you. We know we’re not a fit for everyone, and if we’re not completely confident that we can help you succeed, we’ll let you know that upfront.
Is there an alternative to speaking on the telephone?
Yes, we can use our join.me account: https://join.me/ARTILLERY – you can use either your computer’s audio or the telephone. You will not need to download any software to your computer to use join.me.
Let's Take a Look
What do I need to provide for you to take a closer look?
- Your website address.
- All your competitor’s website addresses.
- A recent Google Analytics report, or log in information to your Google Analytics account.
- We’ll ask you to complete a questionnaire (that takes about 15-minutes to complete). Click here to see a sample report.
What information is needed to calculate the potential incremental revenue of your services?
Just 5 numbers (and if you don’t have them, a good guess is a great start):
- Average Monthly Visitors to Your Site – Use Google Analytics or a similar service to get this information.
- Average Leads Per Month from Your Site – How many monthly leads are you generating through your site? More specifically, anyone who has provided their email address to you. That could be in return for downloading an ebook, subscribing to a newsletter, requesting a quote, etc.
- Percentage of Qualified Leads – Of those leads described in #2 above, what percentage of them are qualified to enter your sales process? If you’re not sure, guess to the nearest 25% to get started.
- Close Rate – What is your percentage of qualified leads who become customers? Again, if you’re not sure, guess to the nearest 25%.
- Customer Lifetime Value - What is the average lifetime value for a customer for your company. If a customer represents more than a one time occurrence, add up what you make from a customer over the course of a relationship.
For further explanation and to see the calculator, click here.
Are there other questions you’d like answered? Click here to ask.
Who needs to attend?
Your management, sales team and any customer-facing personnel, particularly those who answer customer questions before, during and after a sale.
Why does management and the sales team need to attend?
We learned this the hard way – to be successful, management and sales need to buy in to and actively contribute to this modern marketing approach. If there’s no buy-in from management and sales, you’ll be wasting your money. Also, the sales team and customer-facing employee are the richest source of information about your customers and the questions they ask.
What happens in the workshop?
We start by helping participants discover why content marketing is so much more powerful than other traditional marketing approaches. Most of the activities are related to gathering the questions that your buyers are asking at every stage of their buying journey.
The insights from these questions help drive the creation of the kind of content that can improve your website’s ability to get found through search engines and be used by your sales team in prospecting and responding to inbound leads.
Where does the workshop take place?
At your business or wherever is most convenient for your team.
How long does the workshop take?
Typically about 3½ to 4 hours. Mornings are better.
How do I prepare for the workshop?
We can bring all the equipment needed, but will coordinate with you beforehand about what equipment you have that we might be able to use.
What research do you do?
The research focuses on three primary areas:
- SEO keyword research
- Interviewing up to four of your buyer personas
- Secondary research on your industry and customers.
Why do you do the keyword research?
There are 2 primary reasons:
1) To ensure that the terms you use on your website are the ones that your prospective customers are searching for online. Often, companies use industry-insider terms that are not as common to their customers. While the terms you may use are correct, they might not be as familiar to your customers.
For example, a prosthodontist (a dentist who specializes in the aesthetic restoration and replacement of teeth) might use the word “prosthodontics,” prospective patients would use the term “cosmetic dentistry.” You want to make sure you use your customer’s language, which is not always the same as yours.
2) To find the keyword phrases for which you can rank well on search engines most quickly. When doing keyword research, there are two big factors: 1) the number of searches per month, and 2) the difficulty of ranking on the first page of Google for that term or phrase. By doing keyword research, you’ll be able to see which keywords you have a chance of ranking for with less difficulty that also have some indication that people are searching for those terms.
For example, if you run a store that sells running shoes (like the one in our building – not a client, but we are customers), you won’t have much luck trying to rank for the term “shoes.” It’s too competitive. But if you use a more targeted (i.e. long-tail) keyword like “men’s red running shoes,” you will have the double benefit of ranking for a term that is easier to rank for and is more relevant to what your customer is trying to find.
What is a buyer persona?
In Adele Revella’s book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business, she describes buyer personas this way:
“In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them.”
To listen to a Marketing Book Podcast interview with Adele Revella about her book Buyer Personas, click here.
Why do you need to interview the buyer personas? Isn’t the workshop going to provide enough information for you?
Most companies know a lot less about their customers than they think they do. And while salespeople and customer-facing employees have some of the best insights into the customers, those insights tend to be about after the customer has contacted a salesperson or has become a customer.
According to CEB, in a typical B2B sales situation, customers are reaching out to the vendor after they are at least 57% through their purchase – after they have done research online and via social media. Your employees are more familiar with the last 43% of the customer’s journey than the first 57%.
To have the best chance of getting found online while a customer is doing online research, you need to have insights into what the customer’s challenges and information needs are before they are ready to speak to a vendor like your company.
Additionally, the buyer persona interviews that we conduct do not focus on your company specifically. In fact, sometimes we interview buyers who considered buying from you in the past but ultimately did not. Those interviews are some of the most helpful. During the 20-30 minute buyer persona interviews, we focus on “The 5 Rings of Insight.”
Which customers do you want to interview?
We want to interview buyers who best represent the type of customers that you want more of (i.e. your ideal customer). That can be different from the customers you have a lot of. Also, if there is a buyer that represents your ideal customer that considered buying from you in the past but didn’t, those interviews often yield some of the greatest insights.
Do we need to set up the interviews?
Yes. You need to contact the buyer and ask if they would be willing to be interviewed. We'll take it from there.
How long do the interviews last?
Up to four interviews.
PlanWhat does the plan include?
The plan includes:
- Workshop findings
- Key insights from the buyer persona interviews
- SEO keyword research findings and recommendations
- Competitive website analysis
- Additional industry and customer insights
- Recommended blog post titles for first 90 days (minimum of 24)
- Recommended lead generation ebook titles for first 90 days (minimum of 3)
- Email newsletter recommendations
- An implementation estimate.
How many buyer personas does the plan include?
One. While CEB maintains (and we agree) that there are, on average, 5.4 people involved in every B2B purchase, the plan focuses first on your primary buyer persona.
Secondary content that targets others involved in purchases can be developed after the initial launch. Focusing on all the buyer personas at the very beginning needlessly slows down the entire launch effort.
How many industry verticals does the plan cover?
One. While many companies target multiple verticals it’s best to start with one and then add others rather than trying to launch an effort targeting multiple verticals all at once.
The process is usually new and different for most companies who have been using more traditional marketing and it’s beneficial for the organization to go through this cycle with one vertical before adding others.
How is the plan presented?
In slides - it’s easier to absorb all the concepts, information and recommendations that way. It’s typically about 100-125 slides. We present a draft and then a final version based on client input.
What does the plan cost?
$5,000. (Plus travel for 2 if necessary.)
What’s the value of this plan?
It’s one of the best investments you can make.
A recent survey by Content Marketing Institute and MarketingProfs reported that 88% of B2B companies are using content marketing.
But only 30% say they are effective. And only 32% have a documented strategy. There’s a connection there.
Additionally, analyst firm SiriusDecisions maintains that 60%-70% of B2B content marketing is never used by sales. That’s another reason why sales needs to be involved in the development of the content (and why sales and marketing are having to work more closely together in general these days).
Before investing in a long-term content marketing strategy to build traffic, trust, leads and sales, having a documented content strategy will not only help to wisely invest your money, it will also have a dramatically positive impact on the effectiveness of your marketing and sales efforts.
How long does it take to create the plan?
We’ll need about 2 weeks after the last buyer persona interview is completed.
How can we get started?
We’ll send you an invoice for the first half, and upon payment we’ll schedule the workshop.
What kind of payment do you accept?
Either a check or via our PayPal account.
Are there other questions you’d like answered? Click here to ask.
What type of content is needed to get started?
At minimum, you’ll need blog posts (for getting found via search engines) and lead generation offers such as ebooks (to generate leads once visitors are on your site). Lead generation offers should be produced for early, middle and late stages of the buyer’s journey.
You’ll also need copy for the landing pages (on which the offer is provided in exchange for the visitor’s email), the subsequent lead nurturing emails, and new/updated website pages, including the home page.
Some simple, educational website videos can also have an enormously positive impact on getting found online and generating leads, but can be added after the starter content is produced.
How long does it take to produce the starter content?
Why do you only produce 90 days worth of content at one time?
Modern marketing is a marathon, not a sprint. And the secret to getting ahead is getting started. Or as General George S. Patton, Jr. said, “A good plan violently executed now is better than a perfect plan executed next week.” Having too ambitious a launch plan can get bogged down and delay increasing your site traffic, leads and sales.
Additionally, the second 90 days of content and activity can be guided and informed by the results observed during the first 90 days. Given the near infinite amount of measurement afforded by digital marketing, it’s prudent to constantly observe, iterate, test and improve.
Can our employees contribute to the content?
We hope they will. They won’t need to write it and produce it, but their contribution of ideas in an ongoing basis is enormously helpful.
How do you manage all your work and communications?
We use Teamwork, an online project management platform. A section is set up for each client and project. Clients don’t have to log in if they don’t want to but all the files and conversations are kept there.
Why are changes needed for our website?
Sometimes changes aren’t necessary. But most of the time they are. To begin with, you’ll want to make sure your site is properly set up for optimal SEO and user experience. If you put your site’s URL in this website grader, it will show you the minimum requirements toward that end.
Beyond that, you will want your site to be optimized for lead generation. Based on your existing site analytics and the path you want your visitors to follow, that may require some new pages and possibly an update of your existing navigation.
What is marketing automation software and why do we need to use it?
Marketing automation refers to the software that automates marketing actions. Most modern marketers have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
What sales and marketing automation software do you use?
We use HubSpot for ourselves and our clients. We are a Certified HubSpot Partner Agency and have attended HubSpot's Inbound Conference since 2012.
What does HubSpot cost?
The professional plan (which we use) starts at: $800 per month, plus a one time $3,000 onboarding fee. (If you hire a HubSpot Partner Agency for implementation, this onboarding fee is waived.) Click here for all pricing. You will pay your subscription directly to HubSpot.
What happens after the launch?
At this point we begin publishing the blog posts, starting the email marketing, monitoring the analytics behind the machinery, and begin producing content (blog posts, lead generation offers, etc.) for the next 90 days.
After we’ve launched the new website and the content, can we stop at that point?
You can, but most companies continue to fuel their inbound marketing efforts because of the value of the results they start to see. In fact, over time many companies re-allocate additional marketing funds from other, more traditional tactics.
Will you manage our social media for us?
Yes. We will integrate our efforts with your social media and keep an eye on your social media activity on a daily basis. However, we encourage our clients to participate in social media as well, particularly as it relates to social selling.
How many months am I committed to?
Our agreements are month-to-month and you may stop working with us at any time.
What are your payment terms?
For ongoing post-launch monthly activity we require payment in advance. We will invoice for the following month and payment is expected upon receipt. If payment is not received by the 5th of the month, all work on your behalf will stop until payment is made.
What are my time obligations when working with Artillery?
We work with clients that are very involved and client’s who are not. At a minimum, we request that clients attend scheduled meetings, provide us access to the platforms, people, and materials we need to complete quality work, and review work in a timely manner. A typical client will allocate 5-10 hours per week working with us.
What type of ROI should I expect?
It’s common for people to think that content marketing alone will generate an immediate spike in leads. Although this can happen, content marketing is a long-term play.
Content marketing is opposite of advertising. Effective advertising, which is often much more expensive than creating your own content, can generate that spike in results, however, once you turn it off, the results go away.
Content marketing is more like investing in the stock market, where results compound with more content you release and followers, subscribers, and database contacts you build. Also like investing in stocks, your investment will continue to produce returns even if you stop contributing since past content will continue to get found in search engines, generating traffic and leads for years to come.
It may be a few months before you can start seeing a true ROI from content marketing, but the long-term benefits will power your future sales efforts and can significantly increase the value of your business.
A recent HubSpot study reports that 83% of respondents saw a measurable increase in lead generation within 7 months, and 65% reported seeing a measurable increase after only 4 months -- And remember, performance gets significantly better over time.
Are there other questions you’d like answered? Click here to ask.