Building and Growing Your    Content Marketing                 Agency                      Paul Roetzer                   ...
“Invest in real, valuable, relevant content that your audience   wants. . . . Take the time to make it so compelling that ...
Agenda• Transformation: A Evolving Industry and Ecosystem• Talent: Rise of Hybrid Professionals• Infrastructure: Build to ...
Open Forum• Are writer marketplaces the answer for agencies?• How do you balance quality with quantity?• How do you align ...
Transformation:A Evolving Industry and Ecosystem
“It’s not about who we  are, but what we, asmarketing agencies, have  the potential to be.”                            @Pa...
Rise of the Hybrids• Tech savvy• Integrated services• Versatile talent• Diversified revenue                               ...
Cause and Effect: The Catalysts
1) Change Velocity• Technology innovation• Consumer behavior• Business software• Online applications• Communication patter...
60% of marketers plan to increase theircontent marketing spending in 2012.                                           @Paul...
@PaulRoetzer#AgencyBlueprint
Forrester forecasts interactivemarketing spending will reach $77billion by 2016.                                     @Paul...
2) Selective Consumption• Basic principle behind inbound marketing• Consumers tuning out traditional marketing• Brands los...
80% of chief marketing officers think integrated services willincrease in importance over the next five years, according t...
However, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
3) Success Factors                      @PaulRoetzer                     #AgencyBlueprint
@PaulRoetzer#AgencyBlueprint
@PaulRoetzer#AgencyBlueprint
Custom Marketing Performance Scorecards                                   @PaulRoetzer                                  #A...
The 10 Rules of Transformation1.   Eliminate billable hours.2.   Transform into a hybrid.3.   Think talent and team.4.   B...
1) Eliminate Billable Hours         “Inefficiency is the enemy of success.”• Billable hours are tied to outputs, not outco...
2) Transform into a Hybrid         “A real-time world demands real-time agencies.”• Every firm is a tech firm. It requires...
3) Think Talent and Team              “Talent cannot be replicated.”• Talent is your firm’s greatest asset.• Build through...
4) Build a Scalable Infrastructure  “The best plan is to prepare for perpetual change.”• Make decisions that fit your grow...
5) Devise an Inbound Marketing GamePlan           “Doing is the key to differentiation.”• Be original, or at least put an ...
6) Control the Sales Funnel                          “Everything is sales.”• Capture new leads and fill the top  of the sa...
7) Commit to Clients            “All clients are not created equal.”• Loyal clients lead to higher retention rates, greate...
8) Deliver Results           “An agency’s value is measured in outcomes.”• Marketing executives—your clients—are  drowning...
9) Embrace Failure  “Never hesitate to head in a direction others fear.”• If your model is broke, fix it. Don’t ignore you...
10) Pursue Purpose      “It is purpose, not profits, which defines an agency.”• True entrepreneurs must affect  change.• A...
“Purpose eases the pain of the long hours and gives you the fortitude  to fail. It makes menial tasks meaningful, and serv...
Talent:Rise of the Hybrid Professionals
“High performers—the A players—contribute more, innovate more, work smarter, earn more trust, display   more resourcefulne...
Hybrid Professional Traits• Analyst• Creative• Intrinsically motivated• Listener• Social web savvy• Strategic• Tech savvy•...
What makes for great content?    • Strategic    • Brand centric    • Buyer persona focused    • Optimized for search engin...
Buyer persona focused content• Make personal connections• Address pain points and bring value• Demonstrate a clear underst...
The Draft & Free Agency• Do not push growth beyond your ability to service it.• Build from within through your own systems...
The Creative Group 2012 Salary Guide
The Creative Group 2012 Salary Guide                                        @PaulRoetzer                                  ...
When is it Time to Hire?
The Blueprint Series Presented by HubSpot           Outsourcing vs. Hiring  The Blueprint Series Presented by HubSpot• Val...
The Blueprint Series Presented by HubSpot    Content Outsourcing Considerations  The Blueprint Series Presented by HubSpot...
Know Your Capacity• Soft capacity = Monthly service-hour threshold at peak efficiency.  Includes room to flex above for ma...
Define Ahead-of-Need Triggers• Major growth initiatives• Significant demand from new partnerships• Deep new business pipel...
Infrastructure: Build to Scale
Infrastructure: The structures and systems that facilitate the  production and delivery of agency services. Any physical o...
What are Your Business Goals?• Revenue• Employee size• Profits• Geographic expansion• Personal wealth• Work/life balance  ...
What are you building?• How will you define success?• What are your greatest strengths?• What are your greatest weaknesses...
Needs and Timing• Current = Next 12 months• Short Term = 1 – 3 years• Midterm = 3 – 5 years• Long Term = More than 5 years...
PR 20/20 Example (2008)• Reached five employees• Used 2x – 3x scale to guide decisions• Revenue went from $200,000 to $400...
Lessons from the Inside
1) Prepare for Perpetual Change.                                    @PaulRoetzer                                   #Agency...
2) Build through Trusted Providers.• Performance history• Transparency• Stability• Continuous innovation• Customer/communi...
3) Understand Your Limits.One full-time employee = 120 – 140 hours of client services per month  • Do we have the right le...
4) Find Reliable Advisors and Mentors.        • Finance        • Technology        • Human resources        • Legal       ...
5) Create a Funding Runway.• Forecast your monthly expenses as you grow.• Identify and nurture funding sources.• The best ...
Realities of Costs, Funding & Cash Flow
What You Need to Know1.   Build a stable, profitable business.2.   Understand your value.3.   Explore your options.4.   En...
Agility, Mobility & the Cloud
The Blueprint Series Presented by HubSpot              Moving to the Cloud     The Blueprint Series Presented by HubSpot1....
Things to consider when evaluating a solution• What problem will it solve?• Will it enable us to improve efficiency, produ...
The Blueprint Series Presented by HubSpot     Internal Social Network: Yammer  The Blueprint Series Presented by HubSpot• ...
The Blueprint Series Presented by HubSpot   Internal Social Network: YammerThe Blueprint Series Presented by HubSpot      ...
The Blueprint Series Presented by HubSpot   Internal Social Network: YammerThe Blueprint Series Presented by HubSpot      ...
The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise   The Blueprint Series Presented by...
The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise   The Blueprint Series Presented by...
The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise   The Blueprint Series Presented by...
The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp  The Blueprint Series Presented by HubS...
The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp  The Blueprint Series Presented by HubS...
The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp  The Blueprint Series Presented by HubS...
The Blueprint Series Presented by HubSpot          Time Tracking: FunctionFox   The Blueprint Series Presented by HubSpot•...
The Blueprint Series Presented by HubSpot       Time Tracking: FunctionFoxThe Blueprint Series Presented by HubSpot       ...
The Blueprint Series Presented by HubSpot       Time Tracking: FunctionFoxThe Blueprint Series Presented by HubSpot       ...
Content: Zerys for Agencies                               @PaulRoetzer                              #AgencyBlueprint
Content: Zerys for Agencies    • Client discovery    • Keyword research    • Writer marketplace    • Project management   ...
The Blueprint Series Presented by HubSpot         The Mobile WorkforceThe Blueprint Series Presented by HubSpot           ...
Integration:The Era of Integrated Services
The Service Mix                   @PaulRoetzer                  #AgencyBlueprint
@PaulRoetzer#AgencyBlueprint
Meet the Demand for Digital & Integration• Invest the time and training needed to build capabilities and expertise.• Make ...
Meet the Demand for Digital & Integration• Avoid shortcuts (i.e. resist the dark side of digital).• Build service packages...
Deliver Results
Become Measurement Geeks  • Learn to love data.  • Integrate measurement tools.  • Train analysts.  • Practice on your age...
Use Analytics to Adapt• Review analytics reports as part of daily campaign management duties.• Communicate insights to cli...
Activate Builders & Drivers• Builders lay the groundwork for future success. They are essential, but not always measurable...
Builders• Market research• Brand positioning• Website development• SEO• Copywriting• Social media                         ...
Drivers• Lead nurturing• Email newsletters• Social networking• PR• ebooks• Webinars• Mobile apps• Blogging                ...
The Evolution of Service Packages
@PaulRoetzer#AgencyBlueprint
Value-Based Pricing
The guiding principle was that set prices had to be value based,meaning they were to be determined based on perceived and ...
Core Elements• It is possible to achieve economies of scale in the production and  delivery of services.• Set prices enabl...
Value-Based Pricing Variables•   Estimated hours (at    peak efficiency)•   Hourly revenue target•   Costs•   Perceived va...
Hourly Revenue Target Example   • CEO = 600 hours (50/month)   • VP = 960 hours (80/month)   • Senior AE = 1,200 hours (10...
Calculating Revenue Efficiency Rates       RER = [(Price – Costs)/Hours]/HRT   Price = $20,000   Costs = $8,000 (outside c...
Primary budget factor = content creation            • Internal = time            • Outsourced = money                     ...
What does content cost?   • Traditional = $1/word   • Today = ???                              @PaulRoetzer               ...
The Cost of Inefficiency
The Case of a Press Release: Scenario 1               Professional A            • Hourly rate = $150            • Hours to...
The Case of a Press Release: Scenario 2                       Professional B• Original draft ($150/hr) = 5 hrs or $750• Sr...
Inefficiency Factors• Distractions: Marketing agency professionals are multitaskers.• Time tracking: Clients pay for time ...
The Efficiency Variance  All services, and clients, are not equal. There will be variances,  and that’s OK. Build for the ...
GamePlan:Market Brand and Sell Services
The GamePlan in Action• Step 1: Clearly define and differentiate your brand.• Step 2: Design and deploy a content-driven w...
The GamePlan in Action• Step 5: Build an integrated campaign: brand, website, search, social media,  content and PR.• Step...
Top Lead Generators• Pricing strategy and service model• Brand positioning• Referrals• Original content• Personal brands• ...
The Sales System
Sales Philosophy• Growth in model agencies is driven by the need to attract and  retain talent.• The key to a successful s...
Questions to Consider• What are our lead sources?• How many (quality) leads to we  generate per month? How many do  we nee...
Questions to Consider• How do we gain intelligence into our leads?• Who is responsible for lead gen, nurturing and sales?•...
GamePlan Keys               “Doing is the key to differentiation.”• Be original, or at least put an original spin on your ...
Client Services Series:           A Year in the Life of a Hypothetical B2B Account                       (Coming in Octobe...
Open Forum• Are writer marketplaces the answer for agencies?• How do you balance quality with quantity?• How do you align ...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Practice
Building and Growing Your Content/Inbound Marketing Agency and Consulting Practice
Building and Growing Your Content/Inbound Marketing Agency and Consulting Practice
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  • Sources Impact of content farms Fixed project vs. per word Technical vs. creative You get what you pay for
  • Building and Growing Your Content/Inbound Marketing Agency and Consulting Practice

    1. 1. Building and Growing Your Content Marketing Agency Paul Roetzer PR 20/20 @PaulRoetzer• #cmworld
    2. 2. “Invest in real, valuable, relevant content that your audience wants. . . . Take the time to make it so compelling that people talk about it and share it. — Ken Krogue, Forbes“The Death of SEO: The Rise of Social, PR, and Real Content” July 20, 2012
    3. 3. Agenda• Transformation: A Evolving Industry and Ecosystem• Talent: Rise of Hybrid Professionals• Infrastructure: Build to Scale• Integration: The Era of Integrated Services• GamePlan: Market Brand and Sell Services• Open Forum @PaulRoetzer #AgencyBlueprint
    4. 4. Open Forum• Are writer marketplaces the answer for agencies?• How do you balance quality with quantity?• How do you align expectations with services and results?• How do you achieve and increase profitability?• Where do you look for talent?• Is integration of services (search, content, social, PR, web, mobile) essential?• What are your personal career goals? How about business goals?• What are your greatest pain points as an agency?• How do you feel about content services pricing trends? @PaulRoetzer #AgencyBlueprint
    5. 5. Transformation:A Evolving Industry and Ecosystem
    6. 6. “It’s not about who we are, but what we, asmarketing agencies, have the potential to be.” @PaulRoetzer #AgencyBlueprint
    7. 7. Rise of the Hybrids• Tech savvy• Integrated services• Versatile talent• Diversified revenue @PaulRoetzer #AgencyBlueprint
    8. 8. Cause and Effect: The Catalysts
    9. 9. 1) Change Velocity• Technology innovation• Consumer behavior• Business software• Online applications• Communication patterns• Marketing philosophies• Agency management systems• Client services @PaulRoetzer #AgencyBlueprint
    10. 10. 60% of marketers plan to increase theircontent marketing spending in 2012. @PaulRoetzer #AgencyBlueprint
    11. 11. @PaulRoetzer#AgencyBlueprint
    12. 12. Forrester forecasts interactivemarketing spending will reach $77billion by 2016. @PaulRoetzer #AgencyBlueprint
    13. 13. 2) Selective Consumption• Basic principle behind inbound marketing• Consumers tuning out traditional marketing• Brands lose control, but gain loyalty• Shifting budgets to digital• Expanded and integrated services @PaulRoetzer #AgencyBlueprint
    14. 14. 80% of chief marketing officers think integrated services willincrease in importance over the next five years, according to a study by The Horn Group and Kelton Research.
    15. 15. However, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
    16. 16. 3) Success Factors @PaulRoetzer #AgencyBlueprint
    17. 17. @PaulRoetzer#AgencyBlueprint
    18. 18. @PaulRoetzer#AgencyBlueprint
    19. 19. Custom Marketing Performance Scorecards @PaulRoetzer #AgencyBlueprint
    20. 20. The 10 Rules of Transformation1. Eliminate billable hours.2. Transform into a hybrid.3. Think talent and team.4. Build a scalable infrastructure.5. Devise an inbound marketing gameplan.6. Control the sales funnel.7. Commit to clients.8. Deliver results.9. Embrace failure.10. Pursue purpose. @PaulRoetzer #AgencyBlueprint
    21. 21. 1) Eliminate Billable Hours “Inefficiency is the enemy of success.”• Billable hours are tied to outputs, not outcomes.• Clients should not pay for agency inefficiencies.• We are multi-taskers—distractions lead to higher costs, lower quality.• Prices should be value based, and results driven. @PaulRoetzer #AgencyBlueprint
    22. 22. 2) Transform into a Hybrid “A real-time world demands real-time agencies.”• Every firm is a tech firm. It requires immersion and integration.• Services must be integrated, and silos removed.• Digital is ingrained into the firm’s DNA.• Maintain diversified revenue streams—services, education, training, publishing, and licensing.• Find your role in the emerging ecosystem.• Collaboration will drive success.
    23. 23. 3) Think Talent and Team “Talent cannot be replicated.”• Talent is your firm’s greatest asset.• Build through the draft. Bring in free agents to accelerate growth and take your agency to the next level.• Recruit and retain A players—high performers who themselves are hybrids.• Create a career destination, not a steppingstone. @PaulRoetzer #AgencyBlueprint
    24. 24. 4) Build a Scalable Infrastructure “The best plan is to prepare for perpetual change.”• Make decisions that fit your growth goals. This includes hardware, software, staffing, partnerships, advisors and office space.• Plan for current (0-12 months) and short-term needs (1-3 years), with contingencies for the midterm (3-5 years).• Expansion is driven by the desire to attract and retain talent.• Agencies are bound by the limitations of human resources.• Build agile systems in the cloud, and rely on trusted solution providers. @PaulRoetzer #AgencyBlueprint
    25. 25. 5) Devise an Inbound Marketing GamePlan “Doing is the key to differentiation.”• Be original, or at least put an original spin on your brand positioning.• Clearly establish the agency brand, and then give your team the freedom and support to build theirs.• We need fewer talkers and thinkers, and more doers.• Use content and community to build preference and loyalty.• Run integrated campaigns focused on search, social, content and PR. Prove your abilities by doing it for yourself. @PaulRoetzer #AgencyBlueprint
    26. 26. 6) Control the Sales Funnel “Everything is sales.”• Capture new leads and fill the top of the sales funnel.• Nurture leads through the middle of the funnel.• Personalize communications and outreach based on a lead’s interests and past interactions.• Analyze every step of the way, and tweak activities based on historical performance and lead responses. @PaulRoetzer #AgencyBlueprint
    27. 27. 7) Commit to Clients “All clients are not created equal.”• Loyal clients lead to higher retention rates, greater profit margins, more predictable cash flow, and stronger referrals.• The greatest value you can bring to clients is staffing their accounts with A players.• Time-tracking, project-management and CRM solutions are essential.• The best partnerships have shared values and complementary cultures.• Case studies are rarely made of conservative companies. @PaulRoetzer #AgencyBlueprint
    28. 28. 8) Deliver Results “An agency’s value is measured in outcomes.”• Marketing executives—your clients—are drowning in data.• Prototype agencies turn information into intelligence, and intelligence into action.• Shift away from arbitrary metrics—impressions, reach, ad equivalency and PR value.• Adapt to changing business environments and evolve client campaigns in real time.• Activate builders and drivers. @PaulRoetzer #AgencyBlueprint
    29. 29. 9) Embrace Failure “Never hesitate to head in a direction others fear.”• If your model is broke, fix it. Don’t ignore your instincts for change.• Someone, or something, will eventually disrupt your agency, it might as well be you.• Fear of failure trickles down to employees, and into client campaigns. Make is safe for employees to fail.• Disruptors thrive on change, easily tire of tradition, and pride themselves on their agility. They excel at taking calculated risks. @PaulRoetzer #AgencyBlueprint
    30. 30. 10) Pursue Purpose “It is purpose, not profits, which defines an agency.”• True entrepreneurs must affect change.• An agency’s purpose may be innate and unspoken at first, residing in the minds of its leaders.• Purpose evolves as the agency and its employees mature.• Success is not easy, but things worth achieving never are. @PaulRoetzer #AgencyBlueprint
    31. 31. “Purpose eases the pain of the long hours and gives you the fortitude to fail. It makes menial tasks meaningful, and serves as the pivotal piece of your employee recruitment and retention strategy.” The Marketing Agency Blueprint
    32. 32. Talent:Rise of the Hybrid Professionals
    33. 33. “High performers—the A players—contribute more, innovate more, work smarter, earn more trust, display more resourcefulness, take more initiative, develop better business strategies, articulate their vision morepassionately, implement change more effectively, deliverhigher-quality work, demonstrate greater teamwork, andfind ways to get the job done in less time with less cost.” — Bradford D. Smart, PhD, Topgrading
    34. 34. Hybrid Professional Traits• Analyst• Creative• Intrinsically motivated• Listener• Social web savvy• Strategic• Tech savvy• Team player• Writer @PaulRoetzer #AgencyBlueprint
    35. 35. What makes for great content? • Strategic • Brand centric • Buyer persona focused • Optimized for search engines • Technically sound • Creative • Results driven Source: 7 Key Elements of Great Business Content @PaulRoetzer #AgencyBlueprint
    36. 36. Buyer persona focused content• Make personal connections• Address pain points and bring value• Demonstrate a clear understanding of your audiences, and know how to engage them• Promote and deliver in their preferred format @PaulRoetzer #AgencyBlueprint
    37. 37. The Draft & Free Agency• Do not push growth beyond your ability to service it.• Build from within through your own systems and standards.• Identify and nurture high-potential talent.• Beware of the patience of potential: commitment, perspective and speed.• Bring in seasoned talent — the free agents — when the time is right.• Understand implications of higher-priced talent on efficiency, productivity and profitability. Photo Credit: Sports TV Jobs @PaulRoetzer #AgencyBlueprint
    38. 38. The Creative Group 2012 Salary Guide
    39. 39. The Creative Group 2012 Salary Guide @PaulRoetzer #AgencyBlueprint
    40. 40. When is it Time to Hire?
    41. 41. The Blueprint Series Presented by HubSpot Outsourcing vs. Hiring The Blueprint Series Presented by HubSpot• Values• Services• Pricing• Process• Performance• Financial strength @PaulRoetzer #AgencyBlueprint
    42. 42. The Blueprint Series Presented by HubSpot Content Outsourcing Considerations The Blueprint Series Presented by HubSpot• Do you need niche expertise?• Is it cost prohibitive to use internal resources?• Can you compete on price?• If the client outsources to a 3rd party, can you control quality?• Is writing a core competency?• Do you have the ability to scale production?• Do you have a deep enough talent pipeline?• What’s your capacity for content growth? @PaulRoetzer #AgencyBlueprint
    43. 43. Know Your Capacity• Soft capacity = Monthly service-hour threshold at peak efficiency. Includes room to flex above for major projects and campaign fluctuations.• Absolute capacity = The danger zone, usually 20% above soft capacity. Your team is spread too thin, deadlines will be missed and quality will suffer. @PaulRoetzer #AgencyBlueprint
    44. 44. Define Ahead-of-Need Triggers• Major growth initiatives• Significant demand from new partnerships• Deep new business pipeline• Transitioning of underperforming employees• Understaffed core accounts• Opportunity to land high-potential A player @PaulRoetzer #AgencyBlueprint
    45. 45. Infrastructure: Build to Scale
    46. 46. Infrastructure: The structures and systems that facilitate the production and delivery of agency services. Any physical ororganizational element required to run and grow your agency. Core components include financial systems, information technology (IT), management systems and human resources. — The Marketing Agency Blueprint, Chapter 4
    47. 47. What are Your Business Goals?• Revenue• Employee size• Profits• Geographic expansion• Personal wealth• Work/life balance @PaulRoetzer #AgencyBlueprint
    48. 48. What are you building?• How will you define success?• What are your greatest strengths?• What are your greatest weaknesses?• Are you in the financial position to take the risks needed?• Do you have the ability to recruit and retain top talent?• Will you be happy running a business, rather than doing the work? @PaulRoetzer #AgencyBlueprint
    49. 49. Needs and Timing• Current = Next 12 months• Short Term = 1 – 3 years• Midterm = 3 – 5 years• Long Term = More than 5 years @PaulRoetzer #AgencyBlueprint
    50. 50. PR 20/20 Example (2008)• Reached five employees• Used 2x – 3x scale to guide decisions• Revenue went from $200,000 to $400,000• Upgraded office space, phone systems, Internet service, hardware, internal network• Secured option on adjacent office space• Accommodated current and short-term needs, with contingency for future expansion• $50,000+ investment @PaulRoetzer #AgencyBlueprint
    51. 51. Lessons from the Inside
    52. 52. 1) Prepare for Perpetual Change. @PaulRoetzer #AgencyBlueprint
    53. 53. 2) Build through Trusted Providers.• Performance history• Transparency• Stability• Continuous innovation• Customer/community support @PaulRoetzer #AgencyBlueprint
    54. 54. 3) Understand Your Limits.One full-time employee = 120 – 140 hours of client services per month • Do we have the right leadership team in place? • Is our current staff happy and motivated? • Are the processes in place to effectively handle growth? • How will changes affect payroll and productivity? @PaulRoetzer #AgencyBlueprint
    55. 55. 4) Find Reliable Advisors and Mentors. • Finance • Technology • Human resources • Legal • Accounting @PaulRoetzer #AgencyBlueprint
    56. 56. 5) Create a Funding Runway.• Forecast your monthly expenses as you grow.• Identify and nurture funding sources.• The best time to pursue funding is when you don’t need it. @PaulRoetzer #AgencyBlueprint
    57. 57. Realities of Costs, Funding & Cash Flow
    58. 58. What You Need to Know1. Build a stable, profitable business.2. Understand your value.3. Explore your options.4. Ensure you can service the debt.5. Never lose sight of cash flow.6. Know your exit strategy. @PaulRoetzer #AgencyBlueprint
    59. 59. Agility, Mobility & the Cloud
    60. 60. The Blueprint Series Presented by HubSpot Moving to the Cloud The Blueprint Series Presented by HubSpot1. Solve real business problems.2. Reduce redundancies and avoid feature overload.3. Have an integration plan.4. Know the risks and challenges. Photo: karindalziel @PaulRoetzer #AgencyBlueprint
    61. 61. Things to consider when evaluating a solution• What problem will it solve?• Will it enable us to improve efficiency, productivity, or profitability?• Will it increase the value and results we deliver to clients?• Will it reduce IT costs?• Will it create a more secure, stable and reliable technology infrastructure? @PaulRoetzer #AgencyBlueprint
    62. 62. The Blueprint Series Presented by HubSpot Internal Social Network: Yammer The Blueprint Series Presented by HubSpot• Post links and resources.• Manage client services through dedicated groups.• Add daily agency notes and highlights.• Encourage collaboration and knowledge transfer.• Perpetuate culture.• Keep mobile workforce connected.• Create real-time communications channels with external client networks. @PaulRoetzer #AgencyBlueprint
    63. 63. The Blueprint Series Presented by HubSpot Internal Social Network: YammerThe Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    64. 64. The Blueprint Series Presented by HubSpot Internal Social Network: YammerThe Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    65. 65. The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise The Blueprint Series Presented by HubSpot • Manage all agency contacts — clients, partners, leads, media, etc. • Track important notes, calls, meetings and emails. • Provide 24/7 management insight into client services. • Give employees opportunities for continuous learning through ambient knowledge. • Track new business deals and manage the lead nurturing process. • Integrate with web lead forms and HubSpot through APIs. @PaulRoetzer #AgencyBlueprint
    66. 66. The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise The Blueprint Series Presented by HubSpot
    67. 67. The Blueprint Series Presented by HubSpotCustomer Relations Management (CRM): Highrise The Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    68. 68. The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp The Blueprint Series Presented by HubSpot• Create dedicated client centers.• Manage client campaigns with tasks, messages, milestones and events.• Maintain content marketing editorial calendars.• Provide management dashboard of all agency tasks by project and by employee. @PaulRoetzer #AgencyBlueprint
    69. 69. The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp The Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    70. 70. The Blueprint Series Presented by HubSpotProject and Campaign Management: Basecamp The Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    71. 71. The Blueprint Series Presented by HubSpot Time Tracking: FunctionFox The Blueprint Series Presented by HubSpot• Maintain accurate time sheets.• Monitor agency-wide efficiency and productivity.• Create client activity reports.• Analyze employee performance and client hours.• Adjust pricing based on historical data. @PaulRoetzer #AgencyBlueprint
    72. 72. The Blueprint Series Presented by HubSpot Time Tracking: FunctionFoxThe Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    73. 73. The Blueprint Series Presented by HubSpot Time Tracking: FunctionFoxThe Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    74. 74. Content: Zerys for Agencies @PaulRoetzer #AgencyBlueprint
    75. 75. Content: Zerys for Agencies • Client discovery • Keyword research • Writer marketplace • Project management • Plagiarism detection • Export and auto-publish • Analytics integration @PaulRoetzer #AgencyBlueprint
    76. 76. The Blueprint Series Presented by HubSpot The Mobile WorkforceThe Blueprint Series Presented by HubSpot @PaulRoetzer #AgencyBlueprint
    77. 77. Integration:The Era of Integrated Services
    78. 78. The Service Mix @PaulRoetzer #AgencyBlueprint
    79. 79. @PaulRoetzer#AgencyBlueprint
    80. 80. Meet the Demand for Digital & Integration• Invest the time and training needed to build capabilities and expertise.• Make digital part of your firm’s DNA.• Hire and train hybrid professionals.• Become a doer. Make your agency a case study. @PaulRoetzer #AgencyBlueprint
    81. 81. Meet the Demand for Digital & Integration• Avoid shortcuts (i.e. resist the dark side of digital).• Build service packages around integrated campaigns.• Concentrate on content. Become a publisher.• Create agency partnerships to enhance your service offerings. @PaulRoetzer #AgencyBlueprint
    82. 82. Deliver Results
    83. 83. Become Measurement Geeks • Learn to love data. • Integrate measurement tools. • Train analysts. • Practice on your agency. • Tie to services. • Dig into the data. @PaulRoetzer #AgencyBlueprint
    84. 84. Use Analytics to Adapt• Review analytics reports as part of daily campaign management duties.• Communicate insights to clients in real time.• Talk about client analytics as part of your daily meetings.• Integrate analytics into weekly account manager Yammer updates.• Conduct internal training sessions on how to process and interpret data. @PaulRoetzer #AgencyBlueprint
    85. 85. Activate Builders & Drivers• Builders lay the groundwork for future success. They are essential, but not always measurable in the short term.• Drivers make things happen. They are marketing activities that deliver results. @PaulRoetzer #AgencyBlueprint
    86. 86. Builders• Market research• Brand positioning• Website development• SEO• Copywriting• Social media @PaulRoetzer #AgencyBlueprint
    87. 87. Drivers• Lead nurturing• Email newsletters• Social networking• PR• ebooks• Webinars• Mobile apps• Blogging @PaulRoetzer #AgencyBlueprint
    88. 88. The Evolution of Service Packages
    89. 89. @PaulRoetzer#AgencyBlueprint
    90. 90. Value-Based Pricing
    91. 91. The guiding principle was that set prices had to be value based,meaning they were to be determined based on perceived and actual value rather than the number of billable hours something takes to complete. — The Marketing Agency Blueprint, Chapter 1
    92. 92. Core Elements• It is possible to achieve economies of scale in the production and delivery of services.• Set prices enable firms to package services for specific market segments, such as franchises, and dramatically reduce business development time.• If you can define the scope, then you can standardize the service and assign a set price.• They must be value based.• Transparency creates more qualified leads. @PaulRoetzer #AgencyBlueprint
    93. 93. Value-Based Pricing Variables• Estimated hours (at peak efficiency)• Hourly revenue target• Costs• Perceived value• Builder vs. driver• Loss leader• Service level @PaulRoetzer #AgencyBlueprint
    94. 94. Hourly Revenue Target Example • CEO = 600 hours (50/month) • VP = 960 hours (80/month) • Senior AE = 1,200 hours (100/month) • AE = 1,440 hours (120/month) • Asst AE = 1,680 hours (140/month) • TOTAL = 5,880 hours Target of $120,000 per employee or $600,000 $600,000/5,880 = $102 per hour (HRT) @PaulRoetzer #AgencyBlueprint
    95. 95. Calculating Revenue Efficiency Rates RER = [(Price – Costs)/Hours]/HRT Price = $20,000 Costs = $8,000 (outside contractor) Gross Profit = $12,0000 Hours = 120 Hourly Revenue Target = $100 A: [($20,000 - $8,000)/120]/100= 100 percent B: [($20,000 - $8,000)/180]/100= 67 percent @PaulRoetzer #AgencyBlueprint
    96. 96. Primary budget factor = content creation • Internal = time • Outsourced = money @PaulRoetzer #AgencyBlueprint
    97. 97. What does content cost? • Traditional = $1/word • Today = ??? @PaulRoetzer #AgencyBlueprint
    98. 98. The Cost of Inefficiency
    99. 99. The Case of a Press Release: Scenario 1 Professional A • Hourly rate = $150 • Hours to complete = 3 • Cost = $450 @PaulRoetzer #AgencyBlueprint
    100. 100. The Case of a Press Release: Scenario 2 Professional B• Original draft ($150/hr) = 5 hrs or $750• Sr Assoc edit/review ($250/hr) = 1.25 hrs or $312.50• Edits ($150/hr) = 0.50 hrs or $75• Sr Assoc final edit ($250/hr) = 0.50 or $125• Total = 7.25 hrs or $1,262.50 • Professional A = 3 hrs @ $450 • Professional B = 7.25 hrs @ $1,262.50 @PaulRoetzer #AgencyBlueprint
    101. 101. Inefficiency Factors• Distractions: Marketing agency professionals are multitaskers.• Time tracking: Clients pay for time that never happened, or they pay for part of our attention.• Motivation: The value of an employee to an agency is directly tied to how many hours they log, and how many get billed. What’s the benefit of being efficient in that model? @PaulRoetzer #AgencyBlueprint
    102. 102. The Efficiency Variance All services, and clients, are not equal. There will be variances, and that’s OK. Build for the long-term.• Invest in core clients through account development services.• The agency, not the client, should pay for professional development.• Take chances with your pricing strategy.• Use client campaigns to develop new capabilities (i.e. expand services).• Establish loss-leader services. @PaulRoetzer #AgencyBlueprint
    103. 103. GamePlan:Market Brand and Sell Services
    104. 104. The GamePlan in Action• Step 1: Clearly define and differentiate your brand.• Step 2: Design and deploy a content-driven website.• Step 3: Go beyond prospects, and consider the impact of your marketing efforts on all audiences.• Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty. @PaulRoetzer #AgencyBlueprint
    105. 105. The GamePlan in Action• Step 5: Build an integrated campaign: brand, website, search, social media, content and PR.• Step 6: Establish dynamic budgets that can be easily shifted based on campaign performance and analytics.• Step 7: Define campaign timelines with milestones, tasks and responsibilities.• Step 8: Measure everything, and be willing to adapt and evolve. @PaulRoetzer #AgencyBlueprint
    106. 106. Top Lead Generators• Pricing strategy and service model• Brand positioning• Referrals• Original content• Personal brands• Service marketplaces• Agency partners• Niche markets• Networking (the traditional kind) @PaulRoetzer #AgencyBlueprint
    107. 107. The Sales System
    108. 108. Sales Philosophy• Growth in model agencies is driven by the need to attract and retain talent.• The key to a successful sales system is balance.• You need the right infrastructure and personnel in place to meet current needs for lead generation, and make your system scalable to long-term goals.• Don’t let others pressure you to grow beyond your means. Only you know what’s best for your firm. @PaulRoetzer #AgencyBlueprint
    109. 109. Questions to Consider• What are our lead sources?• How many (quality) leads to we generate per month? How many do we need?• What’s our conversion rate? How do we improve it?• How do we rank and prioritize leads?• How do we track progress through the funnel? @PaulRoetzer #AgencyBlueprint
    110. 110. Questions to Consider• How do we gain intelligence into our leads?• Who is responsible for lead gen, nurturing and sales?• What are we doing to nurture leads?• How efficient and effective are our sales efforts? @PaulRoetzer #AgencyBlueprint
    111. 111. GamePlan Keys “Doing is the key to differentiation.”• Be original, or at least put an original spin on your brand positioning.• Clearly establish the agency brand, and then give your team the freedom and support to build theirs.• We need fewer talkers and thinkers, and more doers.• Use content and community to build preference and loyalty.• Run integrated campaigns focused on search, social, content and PR. Prove your abilities by doing it for yourself. @PaulRoetzer #AgencyBlueprint
    112. 112. Client Services Series: A Year in the Life 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) www.MarketingAgencyInsider.compromo code: cmw15
    113. 113. Open Forum• Are writer marketplaces the answer for agencies?• How do you balance quality with quantity?• How do you align services and results with expectations?• How do you achieve and increase profitability?• Where do you look for talent?• Is integration of services (search, content, social, PR, web, mobile) essential?• What are your personal career goals? How about business goals?• What are your greatest pain points as an agency?• How do you feel about content services pricing trends? @PaulRoetzer #AgencyBlueprint
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