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Delivering Diamond Results

The Process Behind How Square 2 Marketing Retains 90%+ of Their Clients

Mike Lieberman

Chief Inbound Scientist, Square 2 Marketing

Fun fact: Recovering advertiser, once spent $85,000 on a single page ad in a magazine

@Mike2Marketing

MIKE LIEBERMAN

1  Background – who we are and how we got here

2  The Method – how we do it

3  The People – only the best

4  The Results – what we do for clients

5  Lessons Learned – what you should consider

6  Community Building – what we can do together

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1 BACKGROUND – Who We Are and How We Got Here

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•  Clients all over the country and two clients outside the U,S. •  45 team members, both in office and remote •  1 freelancer (specialize content writer for picky client) •  On pace to do $5 million in revenue this year •  10% net profit •  42 active clients •  $11,000 average MRR •  0 projects •  75 HubSpot clients; $620,000 in annual licensing revenue

Who We Are - The Highlights

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2 THE METHOD - How We Do It

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We Eat Our Own Dog Food When It Comes To Marketing

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Our Own Inbound Marketing Methodology •  Dedicated Inbound Marketing Manager •  Monthly goals for website traffic,

conversions and leads •  Defined sales process •  Weekly KPI Review

•  Onsite SEO •  Off Site SEO •  Social Media on all major networks •  Guest Blogging on multiple sites •  Blogging five times a week •  Quarterly Webinars •  Monthly Content Publication

•  Annual Site Relaunches •  Monthly adjustments to the site •  Lead Nurturing •  Social Media PPC (when we need extra

push) •  Conversion Assist Optimization •  Speaking – multiple times per month •  Educational email •  Best of the blog email •  Video Marketing Minute (twice a month)

•  New Tactic Launching!

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These dogs are wanted in seven states for tax evasion & fraud.

Our Sales Process Is Regimented and Disciplined

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Our Own Inbound Sales Process

•  All inbound leads are followed up personally the same day they come in

•  All inbound leads get a 30 minute Discovery Call

•  If Qualified, they get a 90 minute Diagnostic Meeting

•  If Qualified, they get a 90 minute Design Meeting

•  Followed by a 30 minute follow up call

•  Prospects who want to hire us, get a two page Marketing Services Agreement with a

more detailed Statement of Work

•  Process delivers four new clients per month (on average)

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Our Teams Are Structured Around Our Clients

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The HIVE

Our teams are called Hives with the CLIENT at the center of the Hive

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Our Hives

Interactive

Consultant

Editor

Consultant

Clients

Strategist

Consultant

Copy Architect

Support

PM - MCR

Copy Architect

Copy Architect

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Our Hives with Shared Resources

Creative Director

Content Director

Graphic Design

Interactive

Consultant

Editor

Consultant

Clients

Strategist

Consultant

Copy Architect

Support

PM - MCR

Copy Architect

Copy Architect

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•  Hives target is $135,000 in monthly reoccurring revenue

•  Roughly 12 clients

•  Work between 45 and 50 hours per week

•  Target is to be 70% billable

•  Target is 80 Net Promoter Score

•  90% retention rate of retainable clients

Key Metrics

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The Engagement Methodology Is Rigid By Design

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Regular Planning

•  Initial strategy - first 45 Days

•  Any required adjustments and content planning - every three months

•  Reconnect with clients overall business strategy - annually

•  Program optimization around results - monthly

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Phased Approach

•  Planning

•  Foundation

•  Implementation

•  Optimization

•  Planning Again

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Always Be Teaching

•  What, How, Why

•  Daily Education

•  Weekly Reminders

•  Monthly Reporting

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Work On The Renewal Throughout The Engagement

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During The Engagement

•  Rolling 12 Months Goal Tracking and Projections

•  Keep Track of Tactics Discussed But Not Implemented

•  Continuously Recommend New Tactics

•  Maintain Parking Lot of Suggestions

•  Help Them Plan Year 2, Including Your Involvement

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Toward The End Of The Engagement

•  Start With Three Months Remaining

•  Show Them Year Two

•  Provide Full Set of Recommendations (whether you’re doing it or not)

•  Co-Create Final Program

•  Make Them “a little” Uncomfortable

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3 THE PEOPLE – Only The Best

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Core Values – Impact Daily Decision Making

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Core Values

•  Every Client Is A Raving Fan

•  No Fluff

•  Remarkable or Nothing

•  Always Be Teaching

•  Practice What You Preach

•  Team Equals Family

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Cultural Imperatives – Guides Our Behaviors and Actions

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Cultural Imperatives

•  Positive

•  Light Hearted

•  Agile

•  Confident

•  Empathetic

•  Solutions Oriented

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We Recruit For Every Role Every Day

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Getting Hired •  Resume Screen

•  Social Media and Content Review

•  Culture Phone Screen

•  Interview with Team

•  Interview with ME (for mid level roles and up)

•  Presentation to the Team (for most roles)

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Regular Reviews

Quarterly Scorecards on Attitude and Aptitude with Quantitative Results

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RESULTS IMPACT COMPENSATION DIRECTLY

Feed the EAGLES and Starve the TURKEYS – top performers get quarter raises based on quantitative performance

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4 THE RESULTS – What We Do For Clients

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Get Them Results

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IT COME DOWN TO ONE THING

If you get them leads, they’re happy!

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They’re nervous, anxious, maybe even worried about getting fired.

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They’re nervous, anxious, maybe even worried about getting fired.

You have to make them feel safe and comfortable

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•  Weekly Email Updates

•  Monthly Progress Reports

•  Bi-weekly Conference Calls

•  Daily email and phone conversations with clients

•  Regular Net Promoter and Check In Calls with me

•  Highlight the successes

Here’s How We Do That

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If You Don’t Get Them Leads, None Of That Matters

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•  We wont take an engagement without strategy work

•  We set performance expectations and goals before we start

•  We track and reset these monthly

•  We know what inbound marketing tactics deliver what results

•  We won’t take an engagement if the client isn’t willing to pay for the tactics they need

•  The team is trained on inbound marketing optimization

•  They track and review program performance daily and optimize it weekly

Here’s How We Do That

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We’ve Always Take A Very Scientific Approach To Inbound

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•  Test new stuff on us first

•  If it works, trial it with clients…be transparent

•  If it works for them too, make it part of SOP

•  We don’t like to learn how to do inbound at our client’s expense

•  Try everything that makes sense

•  Fail fast and try lots of different experiments

•  Testing isn’t just about marketing tactics

•  Get the team involved

Here’s How We Do That

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5 TOP 10 LESSONS LEARNED – What You Should Consider Doing

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Lesson 1 – Don’t Go Forward Without Strategy

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Lesson 2 – Proceed With Caution On Freelancers

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Lesson 3 – Be Proactive With Clients…No Matter What

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Lesson 4 – Don’t Proceed Without Some Type Of Marketing Automation

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Lesson 5 – Document Everything

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Lesson 6 – Hire The Best People…And Then Nurture Them

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Lesson 7 – Track Everything Daily, Weekly and Monthly

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Lesson 8 – Don’t Underestimate The Importance Of Your Culture

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Lesson 9 – Innovate Constantly

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INBOUND SALES •  Strategy and Plan •  Process Redesign •  Tools •  Training •  Ongoing Coaching

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NEW eMAGAZINE •  Cut through the clutter •  Improve email marketing

results •  Support the community •  Educate •  Test new ad revenue model

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Lesson 10 – Get Help Sooner Than Later

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6 COMMUNITY BUILDING – What We Can Do Together

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You’re NOT Alone

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You’re NOT Alone mike@square2marketing.com 215-491-0100 215-880-6290 @Mike2Marketing

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•  About YOU! •  Submit Articles

•  Submit Success Stories

•  Submit Ideas

•  Sell Ads – Revenue Share

•  Advisory Board •  Surveys and Polls

•  We’ll Share All The Results and Key Learnings With You

•  Editorial Calendar – October is Website, November is

•  Submit articles and inquires to lmoreno@2inbound.com

2Inbound – The Magazine

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Come And Spend The Week

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" Fill out this form

" Selected at random

" Spend the week with us ON US

" Come to meetings, meet the team, visit with clients

" Ask Us ANYTHING!

LANDING PAGE STILL NEEDS TO BE ENTERED IN HERE

ONE Lucky Attendee Is Coming…ON US

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" If you love selling but service is challenging

" If you love servicing but selling is challenging

" If you’re concerned about trying to “figure it out” on your own

" If you’re all in on Inbound and share our vision

" If you want to be part of a bigger team

We should talk!

We’re Buying Agencies

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We’re ALL IN on INBOUND…..join the fun!!!!!

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