Step 1: Start with a Discovery Call
Let’s begin with a one-on-one call to determine if we’re a good fit. We’ll discuss your goals, available resources, and share more details on how our process works (outlined below).
Approach - Pricing
Step 2: Build a Game Plan
If we agree to move forward, the next step is to create a Game Plan—a standalone, $7,500 marketing strategy that outlines the marketing mix and approach we’ll use to drive results.
The Game Plan helps us:
- Assess your current digital asset
- Understand your company and goals
- Evaluate the competitive landscape
- Determine the marketing strategy and cost to execute it.
To build the Game Plan, we’ll hold a series of meetings with your key decision-makers. It’s important to involve your CEO and anyone with direct customer interaction early in the process.
The Game Plan process typically takes 30–60 days to complete.
After the plan is developed, we’ll provide pricing aligned with your business goals. We can’t offer an accurate quote based on a discovery call alone—a deeper understanding is essential to uncover the challenges and opportunities ahead.
Step 3: Execute the Game Plan
Once your Game Plan is finalized, we’ll move into execution, which typically includes:
- Strategic consultation
- Content creation
- Content distribution (PPC ads, organic social media, SEO)
- Analytics and reporting
This marketing mix is typically based on our Digital Twin Marketing System, which uses content to create a “digital twin” of your sales team. You can read more about it here.
What Pricing Can You Expect?
Pricing varies based on your needs and scope of engagement. Our annual packages typically range from $42,000 to $175,000+, depending on your goals and the level of service required.
Ready to Talk?
Let’s start with Step 1: a quick Introductory Call with Greg Mischio, Winbound’s founder and CEO.
Send us your info and let’s schedule a call!
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Want to learn more about the strategy we use with many of our clients before you sign up for a discovery call? Then read on!
Learn More About our Digital Twin Marketing System
How We Help Sales-Driven Organizations Improve their Web Presence and Generate Quality Leads
We’ve been using this approach for years with our clients, and it’s helped to produce double and triple digit increases in website traffic and qualified leads, while also improving sales and marketing alignment. Here’s a closer look at how it works.
This is an in-depth page, so if you don’t have time to read it, you can watch the short summary video.
Challenge: Why your sales (and marketing) can’t generate quality leads
Companies that sell complex products have traditionally relied on a sales team to generate leads and revenue. Greg Whitman and Spuncast was one of them.
Spuncast, a steel foundry specializing in centrifugal casting, had always relied on its sales team to generate business opportunities via cold-calling and attending trade shows.
But over time, they were seeing fewer and fewer leads result from their efforts. “The traditional methods were not serving us anymore,” according to Greg Whitman, Vice President of Sales and Engineering.
Why was Spuncast failing?
Because sales managers like Greg Whitman have always assigned salespeople to cover geographic territory. But thanks to the Internet, now you also have to be online: Digital Territory.
The Digital Territory is where your customers will start their buying journey before they reach out and contact a salesperson. Consider:
- 57% of customers are more than halfway through the purchase process before their first meaningful contact with the seller
- 80% of sales interactions will take place online by 2025
- 17% of the total purchase journey is spent by customers talking to potential suppliers
Think about how much business gets started without you if you don’t have a presence in this space!
But you can’t entrust the Digital Territory to marketing alone
The knee-jerk reaction is to assign the Digital Territory to marketing. But would you assign a strategic sales territory to your marketing team alone?
Of course not. But many do. And that leads to an even bigger problem: sales and marketing misalignment.
Only 44% of manufacturers are able to generate solid results from their marketing efforts. A big reason is marketing is generating leads that sales doesn’t like or want. That’s a lot of money wasted on leads that won’t close.
It’s why research indicates without sales and marketing alignment as part of your approach, you could experience a 4% loss in revenue.
These trends are what led us to create the Digital Twin Framework.
Solution: How marketing that integrates sales solves the problem
In manufacturing, a Digital Twin is a digital replica of a prototype or process. It functions just like the real thing, and is used to test new materials or adjusted processes.
We applied the Digital Twin concept to our sales and marketing approach.
With so much of the customer journey taking place online, your marketing content has to be there when customers are looking online for answers.
Content includes websites, videos, social media messages — anything you publish online. But the content you post has to have a function beyond just being informational. Remember the sales and marketing alignment: It ultimately has to drive sales. That’s why we say:
Your online content has to become a Digital Twin of your sales team.
Important: Our approach is meant to support sales and generate more qualified leads from the Digital Territory. We are not looking to replace your sales team!
The sales team cannot be replaced in a complex sale. At some point, a customer needs to speak to a human being and discuss the nuances of their situation. That’s when marketing should hand off the lead to sales.
And if the Digital Twin has done its job, the lead will be well-informed about the product or service, and the purchase path. This will result in:
- Improved lead quality
- Increased pipeline velocity
- Higher closing ratios
Process: What we do to get customers to Know You, Like You, and Trust You
Ok, you’ve got the concept. Now let’s talk about the methodology we use to make it work:
1. Create monthly content to get prospects to Know You, Like You, and Trust You
There are many variations on what the customer journey looks like, but in the spirit of our sales-focused Digital Twin, we are going to rely on the time-tested marketing truth:
People will only do business with you if they: Know You, Like You, and Trust You.
That’s why we create content for each one of those stages.
Know You content: Pain
People, B2B customers or otherwise, are twice as likely to respond to pain versus the promise of revenue or profit gain.
So our goal at the Know You stage is to identify their challenges and pain points.
But as much as people hate pain, they seem to hate change even more. So we have to show them that the pain of sticking with the status quo is greater than changing to your solution.
We communicate the examples of pain in a variety of formats, as everyone learns differently. They include:
- Blog posts
- Videos
- Social media posts
- Comparison charts (before and after)
Comparison chart showing pain of status quo vs. change.
Like You content: Insights
Once we’ve established the degree of pain our customers are in, we then want to share insights of how they can transition to a healthier, more profitable place. Ultimately, we’re showing them ways they can improve their business.
The content in these cases will take the form of webpages with solutions, or in-depth white papers and guides.
These can include:
- Guides and white papers
- Best practices (with statistics)
- Us vs. Them (competition comparison)
White paper, guide, and checklist.
Trust You content: Proof
Nothing builds content more in this stage than quantitative and qualitative proof that you can deliver on your promise.
You can also establish trust by being transparent, like showing proof of your pricing and providing honest comparisons between yourself and your competition.
Trust can be expressed through:
- Case studies
- Product and service webpages with performance stats
- Comparisons to competition
- Pricing webpages
Case studies featured on home page as social proof.
The x-factor: Emotional connections
People buy based on emotion, and they justify the purchase based on logic.
It’s just how we’re wired, so in each of these stages, we have a far greater chance of success if we can make emotional connections with your customers.
Now that we’ve created that content, we need your target audience to see it, hear it, and learn from it. This is where we move to the Marketing stage.
2. Use marketing to get content in front of customers
Once we have created content for the Know You, Like You, and Trust You stages, we are going to use two main marketing channels to distribute the content.
Paid
Advertising
We start by getting Know You content in front of your target market. We advertise on digital platforms such as Google, LinkedIn, and Facebook with a monthly budget of $1,000.
Organic
Organic means these are channels that require no fee to access, but require time and effort on the part of the user.
Search engine optimization (SEO)
SEO helps your website get found by search engines when your customers search on Google for your product name or a solution.
Social Media
Our focus is on helping your sales team use LinkedIn to generate the referral networks that ultimately will produce leads.
3. Track the Digital Twin’s performance with monthly and quarterly metrics
None of these efforts matter unless we’re effectively tracking the “performance” of the Digital Twin, and then sharing the results with your sales team. We report results in two ways.
Monthly report
Our monthly report reads like a financial statement and includes:
- Impressions (how many people our content potentially appeared in front of)
- Website traffic (how many people our marketing efforts brought back to the website)
- Leads (how many inquiries we received from the website for sales)
- Marketing qualified leads (how many of those inquiries meet sales and marketing’s definition of a lead)
Quarterly report
Every quarter, we do a deeper analysis on two key areas:
Content: What’s working?
Marketing: What’s the most efficient channel?
Is your “Digital Twin” replacing my sales team?
Absolutely not. We know the salesperson is a key element in this process, which is why we stress SALES and marketing alignment.
Our goal is to make the Digital Twin content available online so that when prospects are searching for an answer, you’ll be there. The goal is to get the Digital Twin to convert the prospect into a lead for your sales team.
How many people does our team need to work with you?
We look for 1 person to be our liaison. They would have two primary roles: 1) to ensure our approach is strategically aligned with your company and 2) to act as an intermediary between us and your management team (when needed).
Typically, we work with a marketing or sales director, or a marketing coordinator. Titles may vary, but it’s anyone who needs help on all the areas listed above.
How much time is required from me?
The work hours will be heavier upfront during the onboarding process, and then become 5-10 per month for subsequent months.
Does this require a long-term contract?
No, this is a month-by-month engagement, but we highly recommend you plan for at least 6 months to a year to evaluate the program. Marketing is both an art and a science that requires trial and error, and we may need to make adjustments as we move forward. A long-term growth mindset is required.
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