Your SlideShare is downloading. ×
0
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Inbound 2012 Presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Inbound 2012 Presentation

930

Published on

Paul Roetzer's Inbound 2012 Presentation

Paul Roetzer's Inbound 2012 Presentation

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
930
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • “ HubSpot Keynote” will be replaced with the name of your track
  • We will be scheduling a headshot day
  • Transcript

    • 1. AUGUST 29, 2012 VAR TRACK the art and science ofselling agency services: how to stop the churn. #inbound12
    • 2. Paul Roetzer @paulroetzer founder & CEO, PR 20/20 author of The Marketing Agency Blueprint#inbound12
    • 3. growth is the easy part.retaining it, and making it profitable, is the real challenge for agencies.
    • 4. A Cautionary Tale of Churn @PaulRoetzer #Inbound12
    • 5. PR 20/20 New Campaign Clients (2009) ‣ 15 new campaign clients ‣ $195,000 in 2009 revenue ‣ $503,000 in 2010 forecasted revenue @PaulRoetzer #Inbound12
    • 6. life is good! @PaulRoetzer #Inbound12
    • 7. 1 client remains @PaulRoetzer #Inbound12
    • 8. avg. client relationship = 11 months Image Credit: Hollywood_PR
    • 9. 49% of marketers report they willconsolidate or change agencies overthe next 12 months. another 15% aren’t sure. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    • 10. only 36% of marketers are firmly committed to their agency relationships. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    • 11. Churn Factors agency side‣ Over promise and under deliver ‣ Financial instability‣ Focus on outputs, not outcomes ‣ Stretched too thin‣ Talent turnover ‣ Stagnant business model‣ Weak processes ‣ Siloed services @PaulRoetzer #Inbound12
    • 12. Churn Factors client side‣ Unrealistic expectations ‣ Short-term focus‣ Weak foundation ‣ Marketing technology utilization‣ Poor management ‣ Conservative business practices‣ Lack of vision ‣ Sales/marketing team strength‣ Bad product ‣ Personnel changes‣ Financial instability ‣ Merges & acquisitions @PaulRoetzer #Inbound12
    • 13. the cost of bad relationships ‣ Agency resources (people, time, money) ‣ Opportunity lost ‣ Financial pains ‣ Loyal account neglect ‣ Mental health (of employees, leaders) ‣ Employee burnout and turnover ‣ False foundation (The Red Zone) @PaulRoetzer #Inbound12
    • 14. The Red Zonemonitor and grade client portfolio health45% of recurring revenue is at risk to churn @PaulRoetzer #Inbound12
    • 15. Choose the Right Clients‣ Commit to prospects who value your people, time and energy.‣ Watch for red flags.‣ Trust your instinct.‣ Be willing to walk away.‣ Take a more sophisticated approach to sales. @PaulRoetzer #Inbound12
    • 16. make retention the priority.
    • 17. 1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to audiences and KPIs.
    • 18. 1) Success Starts with the Assessment @PaulRoetzer #Inbound12
    • 19. PR 20/20 Inbound Marketing Survey 175+ audits completed @PaulRoetzer #Inbound12
    • 20. challenges with the current process ‣ Time intensive ‣ Requires high-level personnel to analyze ‣ Lacks scoring system and visualizations ‣ Not a true assessment of success potential ‣ Fails to properly set expectations ‣ Not scalable @PaulRoetzer #Inbound12
    • 21. A More Intelligent Process & Platformsubjective analysis. assessment scoring. automated recommendations. ‣ Assess business and marketing strengths. ‣ Forecast potential for success. ‣ Build an integrated marketing strategy. ‣ Connect actions with KPIs and audiences. ‣ Determine talent needs and team structure. ‣ Forecast agency services costs. ‣ Allocate resources — time and money.
    • 22. Net Marketing ScoreEvery element of an organization, as it relates to marketing,can be divided into: assets, neutrals and escalators . @NMScore #Inbound12
    • 23. Net Marketing ScoreBy evaluating and scoring these elements, an organization can devise marketing strategies ; allocate the time, money and talent ; and adapt resources and priorities based on performance.
    • 24. Net Marketing Score: ModelMarketing Manager Section NMS = 62% @NMScore #Inbound12
    • 25. Net Marketing Score: Model CEO Section NMS = 38% @NMScore #Inbound12
    • 26. Business Fundamentals ‣ Business life cycle stage ‣ Competitive advantage ‣ Financial stability ‣ Growth goals ‣ Leadership team ‣ Pricing strategy ‣ Product/service quality @NMScore #Inbound12
    • 27. Marketing Foundation ‣ Brand awareness ‣ Internal inbound competencies ‣ Lead sources ‣ Marketing/sales integration ‣ Marketing technology utilization ‣ Reach ‣ Website performance @NMScore #Inbound12
    • 28. www.NetMarketingScore.com
    • 29. 2) Offer Integrated Services @PaulRoetzer #Inbound12
    • 30. Published January 2010 @PaulRoetzer #Inbound12
    • 31. Published July 2010 @PaulRoetzer #Inbound12
    • 32. 80% of chief marketing officers think integrated services will increase inimportance over the next five years, according to a study by The Horn Group and Kelton Research. @PaulRoetzer #Inbound12
    • 33. however, in the same study, 60% of CMOsindicated that they are unable to find an integrated firm to meet those needs. @PaulRoetzer #Inbound12
    • 34. only 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age. that means 91 percent are not! Source: The Chief Marketing (CMO) Councilreport More Gain, Less Strain.
    • 35. “There’s an underlying level of frustration among seniorcorporate marketers worldwide when it comes to agency contributions to business value creation, strategic thinking, and digital marketing development.”— Donovan Neale-May, Executive Director, CMO Council @PaulRoetzer #Inbound12
    • 36. The New Marketing Services Mix ‣ Search ‣ PR ‣ Social ‣ Digital advertising ‣ Content ‣ Email ‣ Web ‣ Analytics ‣ Mobile ‣ Tech integration ‣ Brand ‣ App development
    • 37. 3) Benchmark Performance @PaulRoetzer #Inbound12
    • 38. Build Custom Scorecards establish expectations. @PaulRoetzer #Inbound12
    • 39. 52% of senior marketers do not have a formal scorecard for rating agency performance on an annual basis. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    • 40. 4) Connect Actions to Audiences & KPIs @PaulRoetzer #Inbound12
    • 41. Deliver Resultslet performance tell your story. @PaulRoetzer #Inbound12
    • 42. Client Services Series: The Case of a Hypothetical B2B Account (Coming in October 2012) ‣ Session 1: The Marketing Assessment ‣ Session 2: The Scorecard ‣ Session 3: The GamePlan ‣ Session 4: The Honeymoon (Q1) ‣ Session 5: The Reality (Q2) ‣ Session 6: The Tipping Point (Q3) ‣ Session 7: The Renewal (Q4) @PaulRoetzerpromo code: inbound15 #Inbound12
    • 43. breakups sucks.4 steps to stop the churn. @PaulRoetzer #Inbound12
    • 44. 1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to audiences and KPIs.
    • 45. thank you Paul Roetzer paul@pr2020.com PR2020.com NetMarketingScore.comMarketingAgencyInsider.com

    ×