STAGNATE TO STUNNING [INBOUND 2014]
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Transcript of STAGNATE TO STUNNING [INBOUND 2014]
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#INBOUND14
Stagnate to Stunning Why We Adopted Inbound & How We Reinvented Our Agency
Dan’l Mackey Almy President & CEO, DMA Solutions, Inc.
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#INBOUND14
@WhyNotFresh
“The internet is going to change marketing before it changes almost anything else, and old marketing will die in its path.”
— Seth Godin, Permission Marketing
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
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@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
FAST FO O D h a d this
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@WhyNotFresh
AND
this
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@WhyNotFresh
P ROC ES S ED
FO O D h a d this
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@WhyNotFresh
AND
this
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@WhyNotFresh
AND let ’s not forget about this
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@WhyNotFresh
Problem…
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@WhyNotFresh
But there was a hero being born.
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@WhyNotFresh
Game changer.
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#INBOUND14
@WhyNotFresh
Game changer.
Game changer.
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#INBOUND14
@WhyNotFresh
10 YEARS AGO
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@WhyNotFresh
Per capita consumption of fresh fruit in the U.S.
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@WhyNotFresh
— Seth Godin, The Purple Cow (2003)
“Imagine how cool Pop Tarts would be if the brand manager was the sort of person who ate them for dinner.”
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@WhyNotFresh
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@WhyNotFresh
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@WhyNotFresh
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@WhyNotFresh
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@WhyNotFresh
Our services Brand Development Website/Blog Creation Creative Design & Ideation Copywriting & Content Creation Social Media Management Inbound Marketing Services Advertising Design & Management Tradeshows & Events Public Relations
GOALS
MARKETING
CREATIVE DESIGN
PUBLIC RELATIONS
RESULTS
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@WhyNotFresh
Stable. Stagnant. Stunning.
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@WhyNotFresh
Stable: Years 1 – 6 ü We were growing
ü Healthy number of clients seeking our services
ü Digital was the primary source of new business
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@WhyNotFresh
Stagnant: Years 7 – 8: ü Growth with current
clients plateaued
ü New business leads thinned
ü Internal growth continued, with no plan
ü Reached “Conscious Crossroads”
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@WhyNotFresh
What changed, and how did we transform?
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@WhyNotFresh
Approach – Helpful (Inbound) – Measurable
(HubSpot) People – Right Fit – Right Number
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@WhyNotFresh Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
DMA Revenue Results 2010-2014
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@WhyNotFresh
DMA Case Study HubSpot
2x Increase in
Inbound Client Base
after 1st Year
40% Increase
in Revenue in 1st Year
2x Increase
in Online Traffic in 2 Years
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@WhyNotFresh
"The goal is to out-think, rather than outspend, the competition."
— Paul Roetzer,
The Marketing Performance Blueprint
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@WhyNotFresh
1. Grow business with current clients.
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@WhyNotFresh
1. Grow business with current clients.
2. Attract new clients while you sleep.
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@WhyNotFresh
1. Grow business with current clients
2. Attract new clients while you sleep
3. Repeat.
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@WhyNotFresh
SMART GOALS: q Grow client’s
qualified databases to 500M in 2015
q Achieve Platinum status in 2015
q Double the size of our agency by EOY 2016
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INTERNAL STRATEGIES: q Develop
Management Team
q Diversify agency
q Form Partnerships
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EXTERNAL STRATEGIES: q Elevate client’s
brands
q Encourage & Motivate industry
q Inspire consumers
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@WhyNotFresh
OUR FUTURE
SUCCESS
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@WhyNotFresh
THANK YOU!
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@WhyNotFresh
Dan’l Mackey Almy