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HubSpot Training Program for Marketing Agencies & Consultants : Reinventing the Marketing Services Industry Together
 

HubSpot Training Program for Marketing Agencies & Consultants : Reinventing the Marketing Services Industry Together

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Kick off webinar discussing the state of the marketing services industry and how we can work together to fix it.

Kick off webinar discussing the state of the marketing services industry and how we can work together to fix it.

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  • Full Name Full Name Comment goes here.
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  • We all need retainer business. 'Sell Retainers. Then Retain' Nice presentation.
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  • I missed the webinar last Tuesday and everything looks clear except the Eat Your Own cookie slide. I do not get that one. :)
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  • You’re welcome to tweet anything you hear today. In fact, it’s appreciated, so I’ll know what resonates with you. Ask questions in the chat pane, please.
  • 1st problem: our industry  confusing
  • Before we talk about you. Talk buyers first On our forms, we ask our leads “biggestmktg challenge” After analyzing 163k of them, we categorized their challenges Notice here that very few of them lead with the “solution” Most of them mention that their biggest marketing challenge is traffic, leads and sales. Some mention SEO, social media, ppc and brand awareness as challenges. Maybe they know what they need help with, but the vast majority are one step above that. They’re simply frustrated that they don’t know how to gen more traffic, leads and sales.
  • Problem is that we all approach that problem in different ways If one of our buyers were to ask us how to do it, we’d suggest 5 different things. The website designers would suggest a website redesign or an “SEO project”. The social media marketers would turn to twitter and facebook. The PR people would ask how they’re getting coverage and building awareness. The ad people would sugest ads. The content marketers would suggest blogging. We’re all right. Those are all ways. But, as an inhouse marketer or a SMB owner  imagine trying to sort through it.
  • Big issue: fragmented & Inefficient You: SMBs Different processes, expertises, approaches Not suggesting: consolidation Not suggesting: creativity isn’t important Suggesting: processes, standards and 3rd party certifications  help our buyers
  • Result of this confusion Agencies and consultants  struggle
  • Sad part: not good  what we sell Not generating enough leads, cash flow variable, new clients - Marketing & Sales issues Same problems as our customers Agencies also have issues staying up to date w/ new tech, selling retainers of any size, contracts not renewing and keeping employees. All lagging indicators that even the companies w/out obvious client acquisition issues  have sales and scaling issues too. Unfortunately, no VCs investing in mktg services biz. If agencies want to grow and prosper, they have to market and sell their way to prosperity.
  • Looking deeper Most agencies have very few retainer clients
  • Retainers they have are very very low dollar retainers.
  • - Overall, very little revenue that agencies book is recurring.
  • The problem seems to get worse when we look at the small number of new clients that marketing agencies tend to sign up each month. As you can see from this graph, the vast vast majority of applicants sign up 2 or fewer clients each month. Since these are most likely projects and not retainers, the problem becomes very apparent. There’s one possible saving grace, though. Maybe marketing agencies are signing up 1-2 new clients per month for large dollar projects.
  • - And projects are very low dollars too
  • Marketing services industry is broken The question is “are you ready to fix it”. Before we get into training program help Unsolicited advice
  • Fix yourself first. Fix your agency first Stop blaming the economy. Stop blaming your clients for not “getting it” or “being jerks”. You need to take responsibility for fixing your business, so that you can help more of the people who want to be helped. http://www.flickr.com/photos/aeu04117/2478514667/sizes/m/in/photostream/
  • I’m not up to date on Newman’s Own Story. Understand: % of proceeds went to charity. Paul Newman built a big brand and successful business by doing well by others. We need to really figure out how to deliver an ROI to our clients. We should obsess about doing “good” for our clients. http://www.flickr.com/photos/theimpulsivebuy/4817338601/sizes/m/in/photostream/
  • Ask for help. You have to ask for help Many marketers have the tendency to want to “figure it out” on their own. As evidenced by the data, that’s not working that well. Some of your are, of course, doing well. But the vast majority of you  need some help Talk to people who have done it. Give us a ring. We have all kinds of ways of helping agencies improve. http://www.flickr.com/photos/gi/594913302/sizes/l/in/photostream/
  • You’re going to need to do things that are different, possibly uncomfortable for you, and outside of what you’ve done for last 20 years. If you want to do better, you’re going to need to do it. http://www.flickr.com/photos/pinksherbet/4004791663/
  • Pep talk over Let’s get down to biz and talk about what exactly you should take away from TP.
  • 1st Step: Remember: doing well by doing good. ROI. Secret is ROI Rick Roberge – runs sales dev program for our resellers, said, “Love selling against social media or website designers b/c my first step in talking to a SMB owner is to have an indepth conversation about their goals, dreams, challenges and roadblocks. Website designers are talking about colors and text. Social media “gurus” are talking about twitter. SMB owners care about sales. That’s what we talk about.” If you want to compete for the ever increasingly difficult to get marketing budget, you need to be delivering ROI, by delivering steadily increasing amts of traffic, leads and sales.
  • To do this Add new services Develop expertise outside your core Call on other experts. Partner with others. Leverage established processes like the HubSpot Inbound Marketing Methodology Once you’re confident you can bring an ROI, you need to counsel your clients on the right strategy at the right time and call in other resources, or leverage your own to accomplish their goals.
  • 1,000s of marketers  trained on HS IM methodology Companies that follow produce 6x the number of leads in 6 months Stop inventing the norm. If we all decided to go build and sell cars next month, do you think we’d be able to all launch different brands of automobiles and build thriving businesses? Why are we all going to market with different processes? Being creative is critical with content marketing and design, but the mechanics of SEO, ppc, social media are all the same.
  • Need to fix our sales processes Whether you want to admit it or not, but if you own an agency or you’re a consultant, your first job is sales. We’re going to provide you a roadmap for your sales process. We’ve acquired 1,000s of customers. Resellers secured Ms of dollars biz. It’s your decision whether you’re going to admit you need help, and step up and ask for it.
  • In order to deliver ROI for client after client, you need efficient processes, efficient reporting systems, project management tools, agreed upon SLAs. You can’t do this unless you put as much effort into creating your consulting processes as your creative.
  • - In the end, provide you a roadmap on how you can start reliably building your cash flow, financing your own growth and scaling your business.
  • But, none of this is going to work for you, unless you dedicate the time. Biggest issue my team faces is motivating agencies to actually do homework and learn how to improve 3k new marketing agencies convert on our website every month If I call 10 of you, I’ll connect with 5 of you and have great conversations with 3 of you. Connecting with you guys is like shooting fish in a barrel Motivating many of you to fix your own problems is like rolling a 10 ton builder up Mt. Everest
  • Not going to work unless you committ to the activities No confusion here’s what we’re going to do. http://www.flickr.com/photos/drjimiglide/2496216440/sizes/l/in/photostream/
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
  • So, if you want to be average, that’s what you need to do. Not sure about you. I’ve never been satisfied w/ being 2nd. 8th grade… So for you… If you want to really leverage the TP to grow your business, here’s how to do it…
  • We try to practice what we preach at HS. committed to providing loads of valuable info and knowledge sharing. if you don’t become a reseller of HubSpot, you will still benefit tremendously from this program At the end of the day, though, HS sells software. What’s important to us is selling software. We’re looking for more agencies to resell our software You can’t figure out how our software can help you, unless you give it an honest shot. Start a trial. Your trial gives you access to the methodology located at success.hubspot.com
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • If you really want to learn fast, ask for the learning center Partner Account Manager Years of development, refinement Customized to needs of customers: traffic, leads and sales, analysis, website redesign Step by step training. Check off tasks as you complete them. Start w/ Beginner, Move to Intermedia and Advanced Take quizzes to make sure you’re learning what you should learn.
  • Really fix your biz, you need to eat your own cooking. This is stats from Kuno Creative. Their blogging and seo efforts result in traffic. The traffic they generate, turns to leads. They turn the leads into sales. They built their biz leveraging their website. They’re not done yet, but they’re a great example of how to do it. They have few issues signing up new customers on retainer b/c they can point to how they used their website tro generate traffic, leads, sales.
  • Said this a few times. I’m repeating it b/c it’s critical. Deliver ROI. Learn how to sell your services based on the ROI you’re confident you can deliver. Improve ROI over time.
  • in order to really deliver true ROI, you eed to know how all of the pieces fit together, how to leverage what marketing activity to produce what result at what point. SEO, blogging, social media, landing pages, video marketing, lead nurturing, etc are all important. At services.hubspot.com, you can see all of the services that we recommend you provide. Even if you’re not going to do it yourself, you need to know when to employ these services for your clients, in order to help them hit their goals.
  • Stop using pretty pictures to sell your clients Start using data to educate them Website grader  free tool  probably have used In the trial, you can compare your client’s website against their competitors. You can use it to educate them on the importance of creating content for SEO. This is just one example. Point: leverage data to sell, make decisions and deliver that ROI.
  • Set goals As I shared beginning  companies care about traffic, leads and sales They don’t know how to set goals. They don’t know how much time and money to budget in order to generate the traffic and lead volumes they need in order to hit their goals use the IM calc to help them figure it out when you should them how to set goals, who do you think they’ll be more likely to hire to help them achieve them?
  • - Lead generation is the quickest way to start delivering an ROI from social media, blogging and SEO. - It’s a pretty simple process that very few companies do right. We’ll use Kuno as an example, once again, of a company who is doing a great job at their own lead generation, as well as for their clients. - To do lead generation right, you must create “calls to action” and place them on your website or email or really anywhere. These calls to action should direct your traffic to landing pages where your site visitor can complete a form to download the compelling offer. - You have to master this process if you want to turn your website design work, social media work and SEO work into retainers.
  • Here’s another example. This is a HS customer that struggled for a solid year trying to figure things out I introduced her to Dan Ronken, Pull Not Push, another HubSpot reseller. He put together this landing page? When do you think he launched the landing page? Still going up
  • At HS, we have a metric we developed called CHI Customer Happinesss Index Each customer has a chi score sticky features, usage and increases in t, l, sales I’ve never shared this data publicly. 3 years now The data we have supports everything I’m telling you to do, everything you’ll learn in the TP.
  • Here’s what we know customers that use (read list) are successful they renew their subcription with us more importantly, they provide us with very high NPS scores and they generate more and more leads every month if that’s true, you should ask yourself, “Do I help my clients set these things up? Do I help them successfully use them (or do the work for them) that helps them generate increases in traffic, leads and sales? Do I do this for every client? if your answer is no, my challenge to you is do it, whether you’re going to use HubSpot or not.
  • - More importan, you can see here that the companies w/ high chi scores generate an increase in lead volume each month vs the companies w/ low chi scoreshttps://na5.salesforce.com/00O70000002OF7OGET CHI SLIDES FROM BRAD
  • Proactively measure ROI for your clients You can’t deliver or improve your customer’s ROI, unless you track it. You need to figure out how to integrate their CRM with their website analytics and landing pages, so you (and they) know which marketing activities, campaigns are producing leads and customers for them.
  • Sell retainers The quickest way that you’ll see value and you’ll be able to deliver more value is if you start selling retainers now, to your next prospect. And of course, set expectations properly and do what you said you’d do, so you can retain your retainer clients. http://www.flickr.com/photos/31796655@N07/2974942783/sizes/m/in/photostream/
  • - That’s it. Do your homework. Ask for help. Let’s make it happen. http://www.flickr.com/photos/ian_munroe/3598706185/sizes/l/in/photostream/
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals

HubSpot Training Program for Marketing Agencies & Consultants : Reinventing the Marketing Services Industry Together HubSpot Training Program for Marketing Agencies & Consultants : Reinventing the Marketing Services Industry Together Presentation Transcript

  • HubSpot Training Program for Marketing Agencies
    Pete Caputa
    Value Added Reseller Program
    Sales & Marketing Manager
    @pc4media
  • Your Participation, Feedback, Questions are Welcome
    Ask questions on Gotomeeting.
    Use @hubspot on Twitter
  • Agenda
    Problems in Marketing Services Industry
    Working Together to Fix Them
    How the Training Program Will Help
    Attending Class & Doing Homework
    How to Get to the Top of the Class
  • We’re Confusing our Buyers
  • What Buyers Are Asking For…
    5
  • Really Confusing for Buyers
  • Fragmented & Inefficient Industry
  • Most Agencies are Struggling
  • Agencies Aren’t Good at What They Sell
  • Very Few Active Retainers Clients
  • Very Low Dollar Retainers
  • Very Little Recurring Revenue
  • Very Few New Clients Per Month
  • But, Projects are Low Dollars Too!
  • Agenda
    Problems in Marketing Services Industry
    Working Together to Fix Them
    How the Training Program Will Help
    Attending Class & Doing Homework
    How to Get to the Top of the Class
  • Would You Like to Help Fix Our Industry!
  • Fix Yourself Before Fixing Others
  • Do Well By Doing Good
  • Ask for Help
  • Take Your Medicine
  • Agenda
    Problems in Marketing Services Industry
    Working Together to Fix Them
    How the Training Program Will Help
    Attending Class & Doing Homework
    How to Get to the Top of the Class
  • Learn how to Predict, Measure & Deliver an ROI
    22
  • Add In-Demand Inbound Marketing Services
    23
  • Leverage a Proven Inbound Marketing Process
    24
  • Leverage a Proven Sales Process
    25
  • Implement Efficient Client Consulting Processes
    26
  • Learn How to Scale-ably Grow Your Business
    27
  • Agenda
    Problems in Marketing Services Industry
    Working Together to Fix Them
    How the Training Program Will Help
    Attending Class & Doing Homework
    How to Get to the Top of the Class
  • Activity Correlates to Success
    29
  • Weekly Email on Thursdays
    30
  • Live Webinar: Tuesday @ 1PM EST
    31
  • Register for Weekly Class(es) to Get Login
    32
  • Some Homework & Recorded Stuff Too…
    33
    Download: http://zephyrmarketing.net/2010/03/31/an-inbound-marketing-traffic-calculator
  • Agenda
    Problems in Marketing Services Industry
    Working Together to Fix Them
    How the Training Program Will Help
    Attending Class & Doing Homework
    How to Get to the Top of the Class
  • Implement Trial(s)
    The only way to learn value of the methodology is by reading and implementing it!
    http://www.hubspot.com/free-trial-30-day-partners-creating-trial-for-their-clients
  • Request a Consultation with a HubSpot Expert
    Request a Consultation with a Senior Member of the HubSpot Team to discuss:
    http://www.hubspot.com/partners/marketing-agency-consultation-request
  • Request The Learning Center
  • Eat Your Own Cooking!
  • Lead with ROI
    39
  • Learn the Service Offerings
    40
    See All Recommended Services: http://services.hubspot.com
  • Use Data to Educate Prospects
    41
    Webinars: http://www.hubspot.com/partners/sales/
  • Help Prospects Set Numeric Marketing Goals
    42
    Download: http://zephyrmarketing.net/2010/03/31/an-inbound-marketing-traffic-calculator
  • Lead Generation as Primary Service Offering
    Use Calls to Action to drive traffic to Landing Pages where site visitors can complete a form to download a Compelling Offer.
    43
    Compelling Offer
    Call to Action
    Landing Page
  • Master Inbound Lead Generation
  • a score from 0 to 100
    Customer Happiness Index: CHI
    spirit; morale; energy; life force
    = f ( )
    sticky features, usage, improvement
  • Which Features and Ongoing Activities Matter?
    Landing Pages, Leads, Lead Tracking
    Content Management System
    Closed Loop CRM Integration, Closed Loop Sales & Marketing Analytics
    Blogging
  • CHI Correlates to Customer Success
    47
  • Closed Loop Reporting MeasuresROI
    Use Closed Loop Marketing Analytics to determine which marketing activities produce traffic, leads and sales.
    48
  • Sell Retainers. Then Retain
  • Let’s Make it Happen!
  • Request a Consultation with a HubSpot Expert
    Request a Consultation with a Senior Member of the HubSpot Team to discuss:
    http://www.hubspot.com/partners/marketing-agency-consultation-request