CONTENT MARKETER’S BLUEPRINT ™ AGENCY RESELLER PROGRAM

A Process for Selling and ServicingInbound Marketing Retainers – That Works!

Max Traylor – VP Business Development | Content Marketer’s BlueprintBrian Signorelli – Your HubSpot Channel Account Manager

LET’S TALK ABOUT FAILURE

INBOUND MARKETING = A PROCESS for generating leads and nurturing

them to a point of sale using content and automation.

A PROCESS to grow a business…

STRUGGLING AS A YOUNG AGENCY

“We were selling activity and promising results.”

- Kevin Jorgensen, Partner - IMR

STRUGGLE #1: SELLING VALUE

• Tried to sell retainers

• Couldn’t get long term commitment

• Negotiated based on price

• Ended up with a transaction (blogs, landing pages, email campaigns)

Sell a Package & Upsell to Retainer?

Epic Fail: 0-17

Conclusion!

Sell the PROCESS, not a PROMISE.

• Every client has their own agenda

• Success takes time• Clients want results• Desperation• Misery• Failure

STRUGGLE #2: SERVICE

“If you don’t fire me, I will!”

-Joe Pettirossi, Partner – Innovative Marketing Resources

Conclusion!

Follow the PROCESS.

• Service stopped sales

• Hiring was scary (revenue)

• Training was long

• Scale just didn’t happen

STRUGGLE #3: SCALE

“Where can we find inbound marketing consultants? Oh wait, they don’t exist!”

- Joe Pettirossi, Partner - IMR

CONCLUSION

Scale Requires: Selling a PROCESS

Following the PROCESS

WHAT WE DID:Content

Marketer’s Blueprint™

1. Created a document outlining the process for growing a business using content marketing.

2. Customized that process and presented the plan to prospects to close retainers.

Inside the CMBDistribution• Identify trend setters and

trending topics on social media to increase reach of content online.

Buyer Persona• Triggers

• Need for information

• Buying process

Content Plan• 3 month blog campaign

• Premium content to follow the Buyer’s Journey

• Lead nurturing to map a sales process

RESULTSScale• Profitable

• Repeatable

• 9 full time employees, freelancers, strategic partners

Sales• 20 Retainers in 6

months

• 87% Conversion (20/23)

• 6-7 hour process

• Prospects LOVE the process!

Service• 1 Consultant can manage

10 clients

• 80% Continuation

• Client’s multiply (referrals)

• They believe in the process

TAKE AWAYS

Find a successful process and stick with it. Sell

process, not a promise.

THE CONTENT MARKETER’S BLUEPRINTAGENCY RESELLER PROGRAM“Helping agencies scale with a proven process”

Sales Process Service Model Support

Agency Sales Process

SALES STEP 1: YOU DISCOVER

• 1 hour collaborative

discussion (start the questionnaire)

• BUYER PERSONA information

• BUYER’S JOURNEY information

• Prospect finishes with internal team

SALES STEP 2: CMB CREATES

THE PLAN

• Timing: 2-3 business days.•Cost to Agency: $795

SALES STEP 3: PROPOSAL

Build the engine(4-6 weeks, $8-12k + HubSpot Pro)

Put gas in the engine(Retainer for ongoing content marketing services starting at $3,500/Month)

Agency Service Model

SERVICE OFFERING#1 Strategy #3 Add On

Services#2 Core Content

Services

SERVICES STEP 1: BUILD THE ENGINE

“Without the ability to turn visitors into customers, your services will always fall

short”.

The first step is always to build the automated sales engine.

Timing: 1-2 monthsAgency Revenue: $6,000/$14,000 Total

SERVICES STEP 2: PUT GAS IN THE ENGINE

What happens when you put gas into an engine that isn’t built yet?

The second step is to use your core services to attract leads (content

creation and distribution).Timing: 3-6 months

Agency Revenue: $3,500 - $6,000 Per Month

SERVICES STEP 3: ROCKET FUEL BASED ON DATA DRIVEN DECISIONS

Once your engine is running smoothly, invest in rocket fuel to boost the amount of

leads coming into the system!

The third step is to upsell various add on services by identifying the most valuable

sources of leads.Timing: 6-12 months

Agency Revenue: $6,000 - $10,000 Per Month

Support

SUPPORT FOR YOUR AGENCY

Training CollaborationTools & Resources

TRAINING VIDEOS

• Selling & Implementing

• Content Creation• Measuring

Results

TOOLS & RESOURCES

CMB Lead Quality Report

Social Trend Analysis

Project Management

Copywriting

Sales Collateral

COLLABORATION• Weekly Client

Performance Reviews

• Weekly industry presentations

• Live Events• 75 agencies strong

Sit in on CMB partner office hours today at 3pm eastern!

http://www.contentmarketingblueprint.com/2014-

webinars

How can your agency adopt this sales and service model?

COST PER BLUEPRIN

T: $795Training & Certification is included with 1st Blueprint purchase (1st purchase must by your own agency Blueprint).

Contentmarketingblueprint.com/join-the-community

GET STARTED WITH A FREE

TRAINING COURSE

• Video training• Content guides• Select partner

webinars

BLUEPRINT YOUR AGENCY

www.contentmarketingblueprint.com