11 Client Mistakes that PR and Marketing Agencies Make - and How to Fix Them
The Problems at Small Marketing Agencies & How to Fix Them
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Transcript of The Problems at Small Marketing Agencies & How to Fix Them
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Inbound Marketing for AgenciesHow Inbound Marketing and HubSpot can Help Agencies Achieve Sustainable Growth
Peter Caputa IV VP Sales, HubSpot
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Why HubSpot Cares About Agencies
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4
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Your Goals = Our GoalsFrom projects to retainers: eliminate cash flow variability
Larger and longer retainers: higher revenue per client
Build funnel of opportunities: sign up the right clients only
Repeatable sales process: no guessing. no waiting.
Repeatable delivery processes: enable you to control strategy and outcomes.
Deliver unquestionable ROI: retention and referrals
Never ending upsell opportunities: retention and growth
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AGENDA1 What is Inbound?2 Why Inbound?3 Inbound and Agencies4 Common Marketing Agency Challenges5 HubSpot’s Agency Grader6 Benchmarking Your Agency7 Q&A
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1 What is Inbound Marketing?
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86% skip TV ads
91% unsubscribefrom email
200Mon the Do Not Call list
44% of direct mail is never opened
BROKEN.THE OLD
MARKETING PLAYBOOK IS
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Inbound updates the playbook based on the way people buy today.
Your
Content
Get Found Online:• Website pages• Blog articles• Social media
messages • All optimized to
drive qualified leads to your site.
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Understand Your Buyers:• Personalize your
marketing • Identify buyer
needs• Understand what
content pulls leads through sales funnel
Inbound updates the playbook based on the way people buy today.
Get Found Online:• Website pages• Blog articles• Social media
messages • All optimized to
drive qualified leads to your site.
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Strangers
Visitors
Leads
Customers
Promoters
Social Media
Forms
Email Optimization
BlogSEO Sites Mobile Optimization
Calls-to-Action Landing Page Optimization
CRM Synch #
Lead Scoring
Sales Alerts
PersonalizedEmail + Web +
SocialNurturing
Feedback Forms Email + Web + Social Engagement
ATTRACT
CONVERT
CLOSE
DELIGHT
The Inbound Marketing Methodology
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2 Why Inbound Marketing?
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A Few Statistics… Inbound leads cost 60% less than outbound leads
B2B companies that blog generate 67% more leads per month than those that don’t
80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement
Blogs give websites 434% more indexed pages and 97% more indexed linksSources:
http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/ http://www.contentplus.co.uk/ http://www.searchenginejournal.com/ http://contentmarketinginstitute.com/what-is-content-marketing/
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Attracting Visitors
Average Customer ROI after using Software for 1 Year
3.5x Average Increase in Monthly Website Visitors
Converting Leads6.1x Average Increase in Monthly Leads
Closing Customers69% Report Growthin Revenue
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
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HubSpot customers see early results grow over time
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years0
5
10
15
20
25
30
35
2.37x
6.12x
32.94x
13.75x
Incr
ease
in
mon
thly
lead
s
Months after implementing HubSpot software
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HubSpot's Salesforce Integration Revitalizes Mimio's Marketing
HubSpot helps us to improve our entire lead process from increasing acquisition, to enabling segmentation, to sending them off to our sales organization in a more qualified state than we were able to do before.
“”Dawn Augiar
Senior Manager of Digital MarketingMimio
40%Amount they are
exceeding monthly leads
goals
70%Increase in year-over-year web
traffic
#1Page rank of
target keywords
Full story: www.hubspot.com/customers/mimio
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AmeriFirst Brings Its Relationship Based Strategy Online
“I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform."
“”Dan Moyle
Creative Director of MarketingAmeriFirst Home Mortgage
Full story: www.hubspot.com/customers/amerifirst
3.8xMore monthly
website traffic after 1
year
51.7xMore monthly leads after 1
year
5%Increase in
sales after 2 years
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Thermo Fisher Scientific Generates 30% Of Its Sales-Ready Leads With Inbound Marketing
The value in HubSpot is that you can do all of your work within one dashboard. It’s really a one-stop shop.
“ ”Sonya PeliaSocial Media & SEM MarCom Specialist Thermo Fisher Scientific
Full story: www.hubspot.com/customers/thermo-fisher-scientific
30%Of sales-ready
leads generated on their website
182%Increase in
organic website visitors within 8
months
154%Increase in
Twitter following within 8 months
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3 Inbound and Agencies
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Agencies are having trouble growing because they’re struggling with…
1. Moving upstream to sell larger clients
2. Building a recurring revenue model
3. Establishing client retention
No defined services offering
Still selling project work
Not developing a services model that fosters retention & upsell opportunities
WHY?
BROKEN.THE MARKETINGAGENCY MODEL
IS
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But The Inbound Model Can Help Fix it…
No defined services offering
Still selling project work
Not developing a services model that fosters retention
INSTEAD OF STRUGGLING WITH… 1. Develop a higher-priced services
offering
2. Sell retainer work recurring revenue
3. Deliver ROI through ongoing services. Always be proposing new tactics, campaigns and projects.
INBOUND ENABLES YOU TO…
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Impulse Creative Scales Business and Increases Retainer Client Revenue 6X with HubSpot Partnership
HubSpot has not only allowed our agency to embrace the inbound experience, but it has also opened up our agency to being able to transform the way we report progress to our clients. Not only are we generating amazing results, we get to show it to our clients every day through the simple reporting.
“”Remington Begg
Principal, OwnerImpulse Creative
6XIncrease in
retainer client
revenue in 2 years
3Xincrease
in revenue
in 2 years
Full story: www.hubspot.com/customers/impulse_creative
5.3XIncrease in
monthly leads year-over-year
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Paul Roetzer’s BooksRead this one for yourself:
Buy this for your prospective (and existing) clients:
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Drew Himel, PCR Agency, WSI Franchise. $450k to $1.2M in 1 yr.
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7 Common Agency Challenges
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Challenge #1: Developing an Agency Operating Systems
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The HubSpot Partner Program Methodology
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Have a Plan for Everything
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Challenge #2: Marketing Your Agency
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Market Your Agency
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Market Your Agency
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Challenge #3: Pricing and Packaging
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HubSpot Partner Pricing Models
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Increase Prices as You Get Better
http://www.pr2020.com/pricing/packages
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Challenge #4: Selling Consultatively
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You Must Stop Selling Tactics
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You Must Stop Selling. Start Selecting…
http://blog.hubspot.com/sales/data-proof-that-sales-qualification-improves-close-rates
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You Must Quantify the Impact
http://offers.hubspot.com/inbound-marketing-calculator
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You Must Follow a Process
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Challenge #5: Delivering Services Repeatably
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You Must Create Content WITH & FOR Clients
http://www.square2marketing.com/blog/content-marketing-use-the-hub-and-spoke-system-for-content-strategy
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Run Inbound Marketing Campaigns
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4 Key Services
Blog, Social & SEO
CTA’s & Landing Pages
Nurturing & Analytics
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4 Core Services
http://offers.hubspot.com/four-core-services-of-inbound-marketing-var
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Once Again, Follow a Process….
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ROI2x, 3x, 5x, 10x, 20x
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Challenge #6: Really Proving ROI
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Reporting Leads & Sales
Leads
Customers
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Challenge #7: Always be Selling
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Selling Core Services
Blog, Social & SEO
CTA’s & Landing Pages
Nurturing & Analytics
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TRAFFIC
CAMPA
IGN &
PROJEC
TS
Media Partnerships!
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5 HubSpot’s Agency Grader
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Agency Assessment
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Goals, Plans, Challenges, Timeline
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Attract
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Convert
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Close
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Analyze
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Services Analysis
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Revenue Analysis
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Profitability Analysis
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Growth Analysis
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Processes Analysis
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Funnel Analysis
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6 Agency Benchmark Tool
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Benchmark Your Agency
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7 Q&A
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QUESTIONS?