How to Market Your Marketing Agency

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  • A little bit about me…. Expand on this.
  • A little bit about me…. Expand on this.
  • http://www.hubspot.com/intro-to-inbound-marketing-analytics/
  • Well, In the immortal words of Donna Summer, you work hard for the money, but they never treat you right.
  • Pete Caputa is probably wondering why in the world I would use an image like this to describe our relationship and partnership with HubSpot. I think it’s safe to say that pretty no one at HubSpot looks like this.But I grew up on a small farm in the Midwest, raised horses, ….
  • Pete Caputa is probably wondering why in the world I would use an image like this to describe our relationship and partnership with HubSpot. I think it’s safe to say that pretty no one at HubSpot looks like this.But I grew up on a small farm in the Midwest, raised horses, ….
  • So here’s our pricing on our website. We have 3 basic levels, Basic Professional and Enterprise, just like HubSpot. Odd coincidence wouldn’t you say? These levels are treated as guidelines, not turnkey packages, so we always work through this schedule with prospective clients during sales calls and identify what they need before settling on a solution. It helps them to understand the deliverables, results and costs associated with their needs. You can see all of this on our website under inbound marketing pricing.What’s the purpose of doing this online and in public? Well, it helps to explain our pricing and get people comfortable with the levels of effort needed in each component of inbound marketing.Second, it helps leads pre-qualify themselves based on budget. When we get a lead that appears to be off target or unqualified, we will often send them here to see if they survive the sticker shock.This all goes back to knowing who you want to work with and tailoring your services and pricing message to fit them and exclude others.
  • So, the bottom line on pricing is:First, getting the deal points down in the first conversation. An online pricing page helps a lot here.Once that’s done, you create a proposal that reflects the deal points and pricing.Either your proposal is a contract or you have a Statement of Work that includes all the details, including all contingencies for additional time and work as needed.Make sure you have a Term so either you or your client can bail out if things go south.Make sure you have legal Terms detailed out.Make sure you review the Proposal/SOW in the first meeting to make sure there aren’t any surprises as you move forward.
  • So to pull an old line from HubSpot TV…What’s the Marketing Takeaway?Well, first figure out who you are and what you sell.Figure out how to do everything, involve your people in defining your processes, and pass them on to your new people. Keep coming back to those processes and make them better on a regular basis.Now you’re in a strong position to dictate price and win yourself some great clients.This solid foundation will make you profitable in the long run and allow you to grow without selling the farm to do so..Finally, if you can find a good partner, that’s the best investment you’ll ever make.
  • How to Market Your Marketing Agency

    1. 1. BOLO 2012How to Grow Your AgencyUsing Inbound MarketingA Case Study
    2. 2. ChrisKnipper@chrisknipperFounder
    3. 3. PeterCaputa IV @pc4media Director,Sales & Marketing
    4. 4. How
InboundMarketingWORKS.
    5. 5. A Process for Growing Traffic, Leads &Sales
    6. 6. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
    7. 7. 4 Key Activities 7
    8. 8. Blogging Drives Traffic GrowthThe study compared blogging frequency against traffic & leads. The results showed staggering correlations.Source: Lead Generation Lessons from 5500 customers.
    9. 9. Kuno Creative Blogs Consistently
    10. 10. Landing Pages Drive Lead VolumeThe data show it’s not only important to have landing pages; it’s important to have many landing pages.
    11. 11. Kuno Creative Generates Leads Every Day•
    12. 12. Targeted, Timely Email Improves Sales ResultsEmail Marketing, Lead Nurturing & Marketing Automation Create Sales Ready Leads. Leads Send to sales! 25% 25% Hmm… Maybe next time! 50% Qualified but not ready to buy
    13. 13. Kuno Creative Nurtures Leads
    14. 14. Analysis Enables Steady ImprovementAnalysis enables marketers to do more of what’s working and tweak or stop what’s not.
    15. 15. How Kuno Creative Leveraged InboundMarketing to 2x Revenue & ProfitabilityThe Story
    16. 16. YOU WORK HARDFOR YOUR MONEY…But they never treat you right• Where We Were• What We Offered• The Problem• What We Did About It• The Results
    17. 17. WHERE WE WEREWorking hard for the money Year = 2009 Over 200 clients Average revenue/ea = $5k Client Retainers = 3 Website traffic = 500/mo. Website leads = 5/mo.
    18. 18. YIKES!Look at the numbers… June – August 09’
    19. 19. PART OFTHE PROBLEM.WHAT DIDN’TWE OFFER?
    20. 20. HERE’S A PARTIAL LISTCREATIVE PRODUCTS• Graphic Design • Brokered Printing(anything) • Brokered Media• Brochures • Brokered Promotional• Direct Mail Products• Radio scripts • Online ordering systems• Press Releases • Custom programming• Stationery • Website Hosting• Website Design • Off-site storage• Print • Trade-show booths• Outdoor Ads
    21. 21. A BIGGERPART OF THEPROBLEMREVENUES & CASH FLOW• Unpredictable• We’re running out of money!!!• And we’re just another design shop• Better days are no where in sight
    22. 22. 2008/2009-15% Sales declined for the first time in history. It was a balancing act.
    23. 23. WE HAD TO TRYSOMETHING NEW• Stretched for cash• Laying off employees• Working 60+ hours/week
    24. 24. WHAT WE DID ABOUT ITWE PLANNED A NEW DIRECTION
    25. 25. INBOUNDMARKETING
    26. 26. HubSpot… PARTNERSHIP
    27. 27. BENEFITS of PARTNERSHIP FOR US & OUR CLIENTS Got More Website Visitors Captured More Visitor Leads Turned Leads into Customers Analyzed Marketing Activity No IT Staff & No Technical Skills Needed – SAVING MONEY
    28. 28. WHAT WEDID ABOUT ITCORPORATEPLANNING
    29. 29. THE POWEROF A PLANCREATED A ROAD MAP• What will we sell?• How much will it cost?• Sales Process• Required Resources• Assessing results• Training new people
    30. 30. THE PLAN PART 1CONTENT CLIENT QUALIFICATION• 2-3 BLOG POSTS PER • PROSPECTINGWEEK ON LEADS• 1 DOWNLOAD PER • PUBLISH PRICESQUARTER ON WEBSITECLOSE THE DEAL• CONSULTATIVE SALESPROCESS• FEWER PROPOSALS UP FRONT
    31. 31. Agency Sales Process Agencies that have robust sales processes are 2x as % of Firms By Quartile and Number of Sales likely to be in the top quartile. (Quartile 4 Process Activities has 2x size of retainer & 1.5x growth rate of 4th Quartile 1st Quartile 39% quartile 1. ) 35% 36% 30% 29% 25% 23% 20% 21% Sample Sales Processes 18% 17% 1. Use a documented sales 14% process 2. Completed sales training 3. Have a standardized set of questions to qualify prospects as opportunities 0 1 2 3 4 5 4. Use a CRM to track sales Number of Sales Processes Agency Undertakes activities and forecast (out of 5 processes on right) revenue 5. Have a process to help prospects establish sales and marketing goalsSource: http://www.hubspot.com/state-of-online-marketing-services-industry/
    32. 32. THE PLAN PART 2RESOURCES MONEY• HIRE DARC • LINE OF CREDITEMPLOYEES • ELIMINATE• ELIMINATE SERVICES PAYMENT TERMSCLIENTS• BEGIN GETTING RID OF BADCLIENTS• FOCUS ON AREAS WERE GOODAT
    33. 33. THEN CAME THE LEARNING PROCESS
    34. 34. 80OVER %Of marketers are morelikely to choose anagency focused ona specific sector.Source: RSW/US
    35. 35. THE PITFALLSOF CHOOSINGPOORLY• WHAT ARE YOU GOOD AT?  Healthcare  Software  Energy• SAY NO TO:  Low cost “consulting” packages  Hourly Pricing
    36. 36. WHAT DO YOU OFFER?PARTNERS IN HOUSE• Strategy/Consulting • Content Creation & Design• SEO • Social Media Marketing• PPC • Demand Generation• PR • Marketing Automation• Collateral Copy/Design• Direct Mail• TV/Radio• Print/Outdoor Ads• Mobile Marketing
    37. 37. THE ARTOF PRICING• What are your deliverables?• What is your cost perdeliverable?  Manpower  Direct costs  Overhead• What is your planned profit?• Competitive factors
    38. 38. PUBLISH PRICING
    39. 39. THE SCIENCE OF PRICING• The deal is already discussed • The Proposal has a term and agreed to • The Proposal has terms• The Proposal reflects the deal • Discuss the Proposal• The Proposal is a contract (?) in the 1st meeting
    40. 40. WHERE WE ARE NOWWorking hard for the money Year = 2012 Less than 50 clients Average revenue = $40k Retainers = 35 Website traffic = 18,000/mo. Website leads = 400/month
    41. 41. WOW!Look at the numbers! June 09– September 2012
    42. 42. 7,235 Leads52 new customers June 09– September 2012
    43. 43. SUMMARY1. Planning is the key to profitability. Decide what you offer. Figure out the delivery processes and price accordingly.2. Leverage inbound to create demand. Blog, create offers and use email to grow traffic, leads and sales. Consistency and frequency drives growth. Analyze for continuous improvement.3. Define your sales process. Qualify opportunities. Create plans that achieve client’s business objectives. Create contracts only when verbal agreement is
    44. 44. Q&ALearn How to Do what Kuno Creative Did: www.hubspot.com/partner-ta

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