FAQs: The 100% Truth of Inbound Marketing Pricing


    A study by software giant HubSpot once found that businesses who focus on traditional (outbound) marketing strategies spent $364 per lead. For modern (inbound) marketing? Just $135 per lead.

    Inbound marketing services pricing may make you skeptical about paying someone to blog about customer pain points or dig through 1,000s of Google keywords. But is it any sillier than paying for:

    • Someone to make 100 cold outreaches per day, with no results?
    • An entire team’s lodging, travel, meals, and physical marketing assets to attend a dying trade show 3,000 miles away?

    We believe in transparent client-agency relationships, so here are our candid answers to pricing FAQs:

    Q: How Much Does Inbound Marketing Cost?

    A: protocol 80's clients typically invest $4,000-$8,000 per month in their inbound marketing strategies. We have several clients outside that range in both directions.

    Your company’s B2B inbound marketing services will likely require some customization to ensure it fits like a welding glove. For that reason, we don't have a one-size-fits-all program at a set price.

    Q: What Will Drive My Price Up or Down?

    A: Before we can provide an accurate investment recommendation to any potential client, we have to know:

    • Goals: More aggressive growth goals mean you’ll need to invest in more content, depending on ...
    • Time Frame: Where do you want to be in 1 year? How about 3 years? How quickly can you provide review, assets, and knowledge when we need it? 
    • Current Situation: Are we starting from scratch with minimal website traffic and no lead-capturing opportunities, or are you already a lean marketing machine? Is your website due for a rebuild?
    • Team: Will we fill gaps in your in-house team, or will we BE your team? Do your employees need HubSpot training?

    Q: Why Are Some Inbound Marketing Companies So Expensive?

    A: Do an inbound services agency’s prices seem expensive? There are three possible reasons:

    1. It’s a full-service agency
    2. The agency works with huge, Fortune 500 clients
    3. The agency is ripping you off

    We can’t help you much with the last two, so let’s address the first point. 

    Imagine the time, tools, and skills potentially required for a successful marketing campaign:

    • Exhaustive buyer persona and journey research
    • Detailed quarterly strategy for SEO and inbound based on the above
    • Website redesign and/or migration
    • Website UX & lead-capturing improvements
    • SEO/PPC keyword research, auditing, implementation, & management
    • Writing & designing new website pages
    • Blogging
    • Premium offers (e-books, case studies, whitepapers)
    • Social media
    • Email marketing
    • Video & graphics
    • Tracking & measuring performance of all of this!

    Now imagine all the new staff you’d have to hire -- and give salaries and benefits to -- to handle this work in a timely manner. Or imagine hiring several external partners for each individual service, and the added overhead and communication that’d come with that.

    A full-service agency can be a significant investment. But an agency willing to tailor its package to your budget and needs is usually more cost-effective than attempting the work in-house or outsourcing to several specialty agencies.

    Q: Why Are Some Inbound Marketing Services So Cheap?

    A: It’s important to make apples-to-apples comparisons when evaluating digital marketing companies. Many companies and freelancers only offer one or a few services. 

    One company may offer PPC advertising, but can’t develop a new website for you. Another agency that touts its written content may not have multimedia skills in-house.

    Get a firm idea of your needs before reaching out to an agency.

    Q: Where Does protocol 80 Fall on the Pricing Spectrum?

    A: We fall somewhere in the middle, particularly for a full-service inbound agency.

    Whatever you need to increase revenue, we can probably do -- content marketing, SEO/PPC, web development, sales support, and so on. That said, we won’t force extra services on you just to drive up your price. We’ll only recommend tactics that’ll work specifically for your company.

    inbound marketing pricing - client growth chart

    Above is an example of a client that invested $4,000 a month, and how long it took the client to grow. Higher monthly investment and use of paid advertising can accelerate that curve.

    Q: What if I Need Work Outside Our Agreed-Upon Scope?

    A: We believe in thorough quarterly planning, but also understand that websites break, salespeople quit, and trade shows get canceled. If you ask us to take on a project outside the capacity of our contract, we’ll ask:

    • Should this new work replace part of our existing activities, or be billed separately?
    • If your answer is the former, are you OK with this delaying achievement of previously agreed-on goals?

    From there, we’ll work out a realistic solution that addresses your new priorities.

    Q: How Does Billing Work?

    A: The relationship often, but not always, begins with a 12-month contract. Payment is due monthly. 

    If the relationship isn’t working for you, you’re free to move on. We just ask for 30 days’ notice and candid feedback.

    See for Yourself: Inbound Case Study of a B2B

    Horizon Technology Case Study

    What Our Happy Clients Say

    We have experienced exponential growth in leads and new customers from the internet.

    The cost associated with the inbound marketing program compared to the return we’ve seen in only 6 months is insignificant.

    Arnie McHone - President/Owner, McHone Industries
    Arnie McHone, President
    McHone Industries