John McTigue from Kuno Creative on Training Clients
Key Takeaways
- Kuno Creative became only the second agency to reach Diamond Tier in HubSpot's VAR program
- A Buyer Insight Report educates new clients and unites teams around inbound methodology
- Kuno won the Happiest Clients award three years in a row by beating 1,800+ partner agencies
John McTigue from Kuno Creative joins the show in episode 9 of the Inbound Agency Journey podcast to discuss how training clients to follow a process became the foundation of their agency’s success.
Diamond Tier Achievement
Kuno Creative became only the second inbound marketing agency to reach Diamond Tier in the HubSpot VAR program - a testament to their systematic approach to client delivery and results.
The Buyer Insight Report
The focus of Kuno’s new client onboarding is training. They create a Buyer Insight Report to educate new clients and get their internal teams united around inbound marketing. The report requires direct customer conversations - Kuno refuses to take on clients who are unwilling to participate in persona research. This non-negotiable standard ensures every engagement starts from a foundation of real customer understanding rather than assumptions.
Happiest Clients
At the recent INBOUND conference, Kuno beat over 1,800 other partner agencies to win the “Happiest Clients” award for the third year in a row. That consistency demonstrates that their process-driven approach produces both results and satisfaction over time.
Focused Campaigns
John also discusses crafting laser-focused campaigns targeting SaaS CEOs, emphasizing the importance of identifying target verticals and understanding buyer personas deeply. The team uses tools including Balsamiq, Google Docs, Google Hangouts, GoToMeeting, Basecamp, and HubSpot CRM to manage their delivery process.