How to Be a Marketing Agency in a Smarketing World
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How to Be a Marketing Agency in a SMarketing World: Recommendations From HubSpot's VP of Sales Mark Roberge (@markroberge ) #smarketing
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Advice from Mark Roberge, HubSpot's VP Sales, about how agencies should focus on needs of their clients' sales teams as well as marketing team's needs; should focus on a niche instead of being everything to everyone; should stop fitting into their clients budgets and pre-defined projects and selling and providing ROI through retainers.
Transcript of How to Be a Marketing Agency in a Smarketing World
How to Be a Marketing Agency in a SMarketing World: Recommendations From HubSpot's VP of Sales
Mark Roberge (@markroberge ) #smarketing
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Agenda
• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New
Business
There’s Too Much Focus on “Branding”
Photo: Flickr, jvleis
There’s Too Much Focus on “Fluffy” Services
Photo: Flickr, Andreas Solberg
There’s Too Much Focus On the Marketing Team
Photo: Flickr, CJ Storm
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Agenda
• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New
Business
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Inbound Marketers: Focus on The Funnel
Target Market
Website Visitors
Leads
Opportunities
Customers
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Generate more Web Visitors: Blog & Social Media
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Convert Visitors to Qualified Leads: Test Conversions
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Leads to Customers: Email, Nurturing, Lead Intelligence
Measure Every Step
Photo: Flickr, StevenHarris
4 Steps = More Traffic, More Leads, More Sales, Analyze
Photo: Flickr, Matt Niemi
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Agenda
• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New
Business
One-Off Projects = Tough; Retainers = Scalable
Photo: Flickr, Anders Adermark
Stop Trying to Fit Into a Client’s Project or Budget
Photo, Flickr ePublicist
Focus on Ongoing Services and Retainability
Photo: Flickr, Mr T in DC
Move from “Projects” to “Processes”
Photo: Flickr, The Henry Ford
Think About First Project as “Bait” to Upsell Retainer
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Agenda
• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New
Business
Focus on “Turning on” the Leads
Photo: Flickr, Jacob Barss-Bailey
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Focus on the Services that Make Leads Possible
Blogging/SEO/Social Media
Landing Page Creation / Testing
Sales & Marketing Alignment
Marketing ROI Analysis
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Set a Leads Goal – Both Quantity and Quality
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Agenda
• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New
Business
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Consider Niche-ing Yourself
By GeographyEx: Boston
By ServiceEx: Blogging
By IndustryEx: Law
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Example: Demand Creation Specialists
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Example: The Service Coach
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Example: Park Street Designs
Don’t Get Lost – Stand Out!
Photo: Flickr, Robinn
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To Get Help With These Strategies…
http://www.hubspot.com/partners/marketing-agency-consultation-request
