Inbound MARKETING & SALES  Pricing

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How much will an Inbound programme cost?

While not entirely satisfactory, the answer has to be ‘it depends.’ That said, we can break down a minimum viable budget for you and be explicit about the costs of set up. But the costs of an ongoing inbound programme are going to depend on your specific needs. Those needs will be dependent on how you are set up today, your goals, and your timeline for achieving those goals.

Like a contract manufacturer, for example, we can’t pull a standard solution off the shelf and present it as the answer to every customer's need. In the same way, if you needed a new facility, then the scope of your requirement would impact the price. It’s the same thing with an inbound programme.

So, before we can estimate the cost, we need to know the current state and performance of your website and your social profiles. The lifetime value of a new customer. The growth you expect from existing efforts. The revenue you currently generate online.

The answers to these and other questions like them will impact the cost of a programme that responds the outcomes you need to achieve.

The cost of developing a strategy, THE foundation, and A minimum viable Inbound programme

This is the cost of set up. Developing your strategy and building the foundation to launch a minimum viable programme will cost £15,000. This can take two or three months; the difference is £7,500 or £5,000 a month.

The other consideration is your website. If we need to build a launch pad site as part of a Growth Driven Design (GDD) programme, the cost will typically start at £7,500. Or, for a more traditional website redesign, the costs start at £12,000.

The costs for subsequent inbound marketing programmes start from a minimum of £4,000 a month (40 points). Given the marketing mix required, anything less will fail to achieve the outcomes we both need. Either results fall short, or we have to deliver out of scope work to achieve the desired outcomes – neither work in the long run.

Working from your goals, timelines, resource etc. we will be able to recommend the monthly point allocation needed to achieve those outcomes. This may include points for GDD, points for sales enablement, points for additional posts, videos or eBooks, etc. All which will be identified in the context of your goals, resources and timelines.

The 40 point/£4,000 a month programme includes thirteen blog posts and a conversion offer per quarter as well as a whole host of monthly activity as illustrated below. Increasing the number of posts and conversion offers as well as adding increased levels of associated activity, along with points for sales enablement and GDD all contribute to getting further faster.

All campaigns include:

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CTAs

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Landing pages

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Thank you pages

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Conversion optimisation

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Email marketing

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Email newsletter

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Workflows (lead nurturing)

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SE0

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Influencer outreach

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Social media promotion

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Digital design

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Monthly reporting

View the Inbound Revenue Calculator

We work in quarterly cycles and you can increase or reduce the monthly point allocation at any time (but not below the minimum 40 points). And we work with a three-month break clause, so you are never tied in beyond a single campaign.

New clients are provided with a Points Catalogue detailing the points value of every tactic. Equinet operates with agile scrum and you will be provided with an online client boards, so you will see how we are burning down the points in monthly sprints and the outcomes achieved from that activity.

These are factors you will also need to keep in mind

We don’t do billable hours. Everything we do is scoped out every month. We adopt an agile approach and tactics can adjust based programme performance. And you will need to budget for technology and, potentially, for paid media too.

The costs of technology

The most significant technology cost is likely to be HubSpot. Acquiring a license is a requirement of working together. And to deliver end-to-end inbound, you will need a Professional or Enterprise licence.

  • A professional license (incl. 1,000 contacts) is £665 per month (billed annually)
  • Additional contacts (with a pro license) are £42 pm/£504 pa, per thousand
  • If your site is built on the HubSpot CMS, you will need another £245 pm
  • You will need Sales Starter (at least) which costs £42 per month per license.

For example, with the CMS and a database of 3,000 contacts, and one Sales Starter license, your HubSpot costs are going to be £12,312 a year.

There are other scenarios for getting started with HubSpot which cost less, but at the expense of passing on valuable features such as Smart ContentWorflows (lead nurturing), or Video Hosting, this would be a false economy working with an agency.

You can see more about HubSpot Pricing here.

As well as HubSpot, we run a suite of tech for most clients which includes Hotjar for onsite behaviour, SEMrush for site health, Moz for research, Databox for reporting and several others. We cover the cost for you on these tools because they help us do the best job for you.

The budget required to get started

Bearing all of these considerations in mind you will need a minimum budget of £63,000 to get started in the first 12 months.

Ultimately the cost will be defined by your custom programme, at the centre of which will be:

  • The pace of original blog writing/publishing
  • The frequency of ongoing advanced cornerstone content creation
  • The level and sophistication of associated social media activity
  • The respective roles that Equinet and your team will play in producing, managing, and executing the various elements of your monthly programme
  • Whether GDD or Sales Enablement feature as part of your programme

Equinet's monthly retainers typically range between £4,000 to £10,000 (40 to 100 points). So, beyond the Strategy and Foundation setup, the range for delivering inbound is between £48,000 and £120,000 a year.

Example FULL END-To-END first year programme

For a customer needing to accelerate traffic to a new site with a focus on optimising the conversion of visits to leads, tripling the number of qualified leads delivered to Sales, improving the metrics from sales qualified lead to opportunity, and opportunity to sale, a first-year programme might look like this:

Strategy and Foundation (50 pm over three months)

£15,000

Launch Pad Website on HubSpot CMS (75 points over two months)

£7,500

Growth Driven Design Retainer (15 points pm over nine months)

£13,500

Equinet Inbound Programme (50 points pm over nine months)

£45,000

HubSpot Professional License + CMS + 6k Contacts + Sales Pro

£17,280

Total Example Cost

£98,280

using Hubspot and want to talk about a project?

If you are already subscribed to HubSpot and are looking for supporting services, or want to find out what working with a Partner agency looks like, or even researching options for replacing your existing agency, we would be happy to speak with you.

Whatever your circumstance, we will be able to advise you on how we operate and the options available for working with us. Just set up an intitial consultation at a time that suits you.

Every Equinet Client will get:

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Your Inbound Strategist

All Programmes have an Inbound Strategist who leads analysis and direction including involvement in your monthly Backlog meetings and Quarterly Reviews.

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Monthly Reports and Scorecard

We provide each client with a monthly activity and outcome report to help benchmark progress and update management.

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Quarterly Reviews

Every 90 days we reset the clock. We review targets and goals for the past quarter and agree the strategic direction , goals and priorities for the next quarter.

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How we work

We work in quarterly cycles and with quarterly goals with a three-month break clause on our contract with you. Retainer pricing can be reviewed every quarter.

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Your Inbound Marketing Team

Every client has a full implementation team lead by their Inbound Marketing Consultant including a Content Editor, Developer, Designer, and Inbound Coordinator.

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Monthly Backlog Meetings

Your Inbound Marketing Consultant and Inbound Strategist will run an online Backlog meeting with you each month to review progress and plan the next month.

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Point Pricing

Equinet uses point pricing where all services are graded based on effort and value to your business. So you never pay for inefficiency. Every new client gets our Points Catalogue.

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The HubSpot requirement

We only work with clients who have or are prepared to acquire HubSpot. Our work is based on your business goals and we need this technology to deliver those outcomes.

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Book an Inbound Marketing Consultation

Looking for feedback on your set-up and want to know if inbound marketing will grow your business? Arrange an inbound marketing assessment at a time to suit you.

Book now