Our Process and Pricing
Our job is to proactively deliver the messaging and content you’ve created to as much of your total addressable market as possible, at the right frequency.
What to expect if we work together
Our process and pricing
We implement our services within an intentionally designed and chronological, four-step framework, as follows:
Under the assumption that our team at RefractROI is implementing a full-scale program for you, we recommend budgeting $5-15K+/month in agency fees (plus an additional $5-10K+/month in media once campaigns begin running). We like to eliminate as many barriers as possible to getting started, so each part of our framework can be implemented one step at a time, and at the right pace for your organization. Our only rule is that we start at the beginning and proceed sequentially.
01
Opportunity 360
$15K total
Two-month implementation
We begin all new client engagements with a strategy and planning project that starts with discovery and culminates in the delivery of an actionable digital marketing plan.
Our job with the Opportunity 360 is to identify the business outcome you need to achieve (example: grow revenue from $25M to $30M over the next 12 months) and reverse engineer the digital marketing platform to get you there.
This project starts with a half-day Discovery session with the leaders of your company who deeply understand your customer:
- CEO/president/owner
- Marketing leader
- Sales leader
- Key sales professionals or sales engineers
We learn everything we can about your products/services, audience segments, key buying-process influencers, sales/marketing history and competitive landscape.
We’ll take the Discovery research, ideally also interviewing a selection of your existing customers that represent the type you want to target and begin to develop the messaging and positioning platform that will engage and convert your ideal customers. We’re looking to understand what matters the most to these exact individuals. We’ll uncover new insights, validate or challenge what you believe to be true and identify common threads that will inform how you go to market with the right message for the right people.
Following these interviews, we’ll reconvene with you and lead an initiative to craft both a concise Messaging Suite that includes an Ideal Client Profile, Target Buyer Personas for the Decision Maker and the Influencer, a Positioning Statement, and a 4 stage Message Platform. These will help you generate an in-depth brand narrative that illustrates how you create value and differentiate yourself in a very customer-centric way.
We will review and audit your current website and digital marketing programs, such as Organic Search, Paid Search, Social Media, Paid Media, and others, to determine where you are succeeding and where you need to make improvements. We will couple these audits with an analysis of your competition, both direct and digital. Using these analyses, we will develop a target keyword strategy and use those keywords to begin to develop a financial model to help project and analyze the success of your marketing campaigns. This model will become a tool that you can use with your business to forecast effectively once your marketing campaigns become productive and your sales data collection is effectively linked to your marketing efforts.
Finally, we’ll map out your content strategy (what specific written, video or other content needs to be created to surround your messaging) as well as a campaign map that documents which content distribution channels (and specific campaigns) will drive the outcomes you’re looking to achieve.
Then we take what we’ve learned with research and audits to determine how we can most effectively reach your ideal customer, document our recommended strategy and outline the action plan that will get you to the outcome you’re seeking.
At the end of this project, you’ll have everything you need to launch into implementation.
02
Essential Content
$10-25K total
Two-to-four-month implementation
With a documented marketing plan, customer interviews, messaging, content strategy and campaign map behind you, it’s time to physically create the content you’ll need to go to market.
Our content team (writers and videographer) spend their days talking to our customers to harvest what’s in their brains, extract that knowledge and turn it into content that will speak to the things we’ve learned matter most to the people with the job titles inside of the companies you need to reach and influence.
Your content will likely include a mixture of thought leadership blog posts, product/service pillar pages or other website copy refinements, case studies, expert explainer videos and landing pages.
03
Ongoing Campaigns, Content, Strategy Calls and Reporting
$5-12K+/month in RefractROI fees
$5-10K+/month in media fees (Google Ads, LinkedIn, Facebook)
Imagine opening a brand new high end boutique in your town with stellar products to sell, a spectacular sales environment and the most talented service people in the city, but you rented a space on a side street with no foot traffic, and you did nothing to make people aware of it.
In this step, it’s time to generate serious brand awareness at scale, while simultaneously doing the work to drive traffic, leads and sales.
Our job at this stage is to proactively deliver the messaging and content you’ve created to as much of your total addressable market as possible, at the right frequency and in the places where they already spend time.
We’ll run two complementary campaign strategies for you side by side during this phase:
- Capture demand
- Create demand
Capture demand campaigns focus on the small, usually 3% to 10%, of your audience that’s actively buying today. They are looking for a solution right now. In brief, these are your target market members who are in buying mode right now and we need to make sure they find and contact you.
Create demand campaigns, on the other hand, focus on proactively reaching the other 90-95% of your market who fit your ideal customer profile but aren’t ready to buy today. We’ll put all the content and messaging we’ve created so far to use in campaigns that will demonstrate thought leadership, answer common questions, illustrate success stories and prompt sales inquiries. Bit by bit, as your individual audience members enter into their own buying cycle, you’ll reap the benefits of having built brand awareness at scale in your market.
Although we recommend running campaigns for no less than six months to realize a positive ROI, you can stop whenever you’d like with 60-days notice.
However, if we’re doing our job right, we’re confident you’ll only want to invest more.
What “results” look like
A Marketing-driven sales pipeline is the success metric we use with our clients. In other words, our job is to help you measurably scale new business with the right types of customers.
Metrics like search engine rankings, website traffic, leads and even sales-qualified leads are marketing KPIs – not business outcomes.
We’ll use those sorts of metrics as barometers to help us understand if we’re moving in the right direction. But delivering new sales driven by your marketing efforts is how we expect to be evaluated.
How we go about reporting
We’ll need your help here too, because without the right inputs, we can’t document meaningful outputs.
Our team is well-versed in Hubspot and other CRMs. We’ll help you configure your marketing and sales tech stack for full-funnel visibility that will let us report all the way from first touch through to “closed won”. And with the tools and data in place, we can slice and dice the data in all kinds of ways that not only illustrate impact, but let us make adjustments as we go to refine the effectiveness of your marketing program.
When you should expect to see results
By the end of month five (three months into campaigning, per the timeline graphic above), we usually begin seeing leading signals (marketing KPIs) that tell us the program is working.
And typically by month eight or nine (five to six months into campaigning), you’ll start to see a meaningful uptick in quoted business with the right companies.
Of course many variables come into play from one client to the next, including:
- Size of your audience
- Price point of your product or service
- Length of your sales cycle from first touch to PO
- Existing brand awareness in your space (or lack thereof)
- Size (and visibility) of your competitive set
- Level of investment in your media buy (which directly correlates with reach and frequency of messaging and content delivery)
Where to go next?
If you think there could potentially be a fit and would like to talk, we encourage you to book a strategy call.
And if you haven’t yet, consider looking at our Who We Help and How page, some of our Case Studies, our blog posts or look at some of the marketing tools we have for your download and use.
We help companies grow through revenue-focused ROI
We are a results driven agency, committed to making marketing drive revenue. We help our clients hit their business and marketing goals by executing tailored marketing campaigns that are designed with ROI in mind.
Have a no-pressure conversation with our CEO Dan Smink. Worst case, we'll point you in the right direction!