AGENCY MARKETING INNOVATIONS [INBOUND 2014]

•

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Ever wish you had more time and resources to focus on marketing your agency more effectively? It's hard balancing delivering powerful results for your clients and finding the time to grow your own agency, so how can you ensure both? In this session, marketing director John Bonini shares insight on how IMPACT made marketing a top priority and executed a strategy that helped his agency generated a 400% increase in leads over the last two years.

Marketing

#INBOUND14
You need to be blogging.
You need to know your sales funnel.
You need to align sales and marketing.

“If you’re riding the bandwagon,
you can’t be steering it” @Bonini84

#INBOUND14
CONTENT:
Make a commitment to quantity
and quality

#INBOUND14
“You should be blogging.”
No shit.

#INBOUND14
Moved all content efforts in house

#INBOUND14
We made a bet on
quality over quantity.

#INBOUND14
Freelancer
Blog Posts
(7 weekly)
Premium content
(1 per month)
Contractor
Blog Posts
(5 per week)
Premium content
(1 per month)
Writing Service Specialty Blogs
(As needed)
Content
Strategy Content
Strategy

#INBOUND14
Blog Posts
(7 weekly)
Premium content
(1 per month)
Blog Posts
(5 per week)
Premium content
(1 per month)
Specialty Blogs
(As needed)
Content
Strategy
Marketing
Director
Content
Strategy
Freelancer
Contractor
Writing
Service

Treat every inbound link as a relationship.
#INBOUND14
=

#INBOUND14
IMPACT
60%
Co-marketing
10%
Guest
Posting
20%
Personal
Branding
10%

Make a commitment to quality and quantity.
“Donuts are proof that
quality is repeatable”
@Bonini84

#INBOUND14
LEAD GENERATION:
Know Your Ecosystem

#INBOUND14
“Know your sales funnel.”
No shit.

#INBOUND14
Lead
Lead
Lead
Sales
Top
Middle
Bottom

eco sys tem noun
: the complex of a community and its
environment functioning as a unit.
#INBOUND14
Know your ecosystem.

• Focused on delighting
Vehicle for reengagement
customers
Expanded it to opportunities
• Aligns with our ecosystem
• Became a vehicle for
Lowers barrier of entry
#INBOUND14
referral marketing

Know your ecosystem.
“Know your ecosystem. Identify the behaviors
that drive sales and aim to repeat them” @Bonini84

View-t too--ssuubbmiissssiioonn == 12..44%
#INBOUND14

“Get out of the way
and let people
consume your
content”
@Bonini84

Join sales and marketing under “new
business development”
#INBOUND14
SMARKETING:

#INBOUND14
“Align sales and marketing.”
No shit.

#INBOUND14
Revenue
• Marketing
creates
workflows via
sales intel
Lead Quality Connecting
Leads Nurturing
Lead Nurturing
• Sales keeps
detailed CRM
log that feeds
nurturing
• Sales
contributes to
the blog
• Marketing sits
in on
consultation
calls
• Persona driven
• Marketing
makes connect
calls as an
exercise
• Marketing
writes sales/
connect scripts

@Bonini84
Join marketing and sales under
“new business development.”
“A knockout is more
likely if you’re punching
with both hands”

#INBOUND14
1. Make a commitment to quality
and quantity.
2. Know your ecosystem.
3. Join marketing and sales
under “new business
development” umbrella.

#INBOUND14
If this all sounds
like hard work…
No shit.

#INBOUND14
Make the right organizational
move. Not a quick one.
Provide full autonomy.
Stay flexible from an executive
standpoint.
Stay the hell away from conventional
wisdom.

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AGENCY MARKETING INNOVATIONS [INBOUND 2014]

1. #INBOUND14 AGENCY MARKETING INNOVATIONS How IMPACT BRANDING increased lead generation by 500% in 2 years. John Bonini @Bonini84 Marketing Director, IMPACT

2. JOHN BONINI @Bonini84 - Joined IMPACT in 2012 - Employee #6 - Assumed role of Marketing Director in July 2012

3. #INBOUND14 7,286 67,069 820% increase

4. #INBOUND14 251 1,700 577% increase

5. #INBOUND14 You need to be blogging. You need to know your sales funnel. You need to align sales and marketing.

6. #INBOUND14 No shit, John

7. #INBOUND14 But what came in between? ?

8. #INBOUND14 But what came in between?

9. #INBOUND14 NOoh shit, John !

10. “If you’re riding the bandwagon, you can’t be steering it” @Bonini84

11. Oh shit! #INBOUND14

12. #INBOUND14 CONTENT: Make a commitment to quantity and quality

13. #INBOUND14 “You should be blogging.” No shit.

14. #INBOUND14 Moved all content efforts in house

15. #INBOUND14 We made a bet on quality over quantity.

16. #INBOUND14 Freelancer Blog Posts (7 weekly) Premium content (1 per month) Contractor Blog Posts (5 per week) Premium content (1 per month) Writing Service Specialty Blogs (As needed) Content Strategy Content Strategy

17. #INBOUND14 Blog Posts (7 weekly) Premium content (1 per month) Blog Posts (5 per week) Premium content (1 per month) Specialty Blogs (As needed) Content Strategy Marketing Director Content Strategy Freelancer Contractor Writing Service

18. Treat every inbound link as a relationship. #INBOUND14 =

19. #INBOUND14 IMPACT 60% Co-marketing 10% Guest Posting 20% Personal Branding 10%

20. #INBOUND14 @CarlyStec

21. #INBOUND14 Oh shit!

22. Make a commitment to quality and quantity. “Donuts are proof that quality is repeatable” @Bonini84

23. #INBOUND14 LEAD GENERATION: Know Your Ecosystem

24. #INBOUND14 “Know your sales funnel.” No shit.

25. SPOILER ALERT!! #INBOUND14

26. #INBOUND14 Lead Lead Lead Sales Top Middle Bottom

27. eco sys tem noun : the complex of a community and its environment functioning as a unit. #INBOUND14 Know your ecosystem.

28. #INBOUND14

29. • Focused on delighting Vehicle for reengagement customers Expanded it to opportunities • Aligns with our ecosystem • Became a vehicle for Lowers barrier of entry #INBOUND14 referral marketing

30. Know your ecosystem. “Know your ecosystem. Identify the behaviors that drive sales and aim to repeat them” @Bonini84

31. #INBOUND14

32. #INBOUND14

33. View-t too--ssuubbmiissssiioonn == 12..44% #INBOUND14

34. “Get out of the way and let people consume your content” @Bonini84

35. Join sales and marketing under “new business development” #INBOUND14 SMARKETING:

36. #INBOUND14 “Align sales and marketing.” No shit.

37. #INBOUND14

38. #INBOUND14 Revenue • Marketing creates workflows via sales intel Lead Quality Connecting Leads Nurturing Lead Nurturing • Sales keeps detailed CRM log that feeds nurturing • Sales contributes to the blog • Marketing sits in on consultation calls • Persona driven • Marketing makes connect calls as an exercise • Marketing writes sales/ connect scripts

39. @Bonini84 Join marketing and sales under “new business development.” “A knockout is more likely if you’re punching with both hands”

40. #INBOUND14 1. Make a commitment to quality and quantity. 2. Know your ecosystem. 3. Join marketing and sales under “new business development” umbrella.

41. #INBOUND14 If this all sounds like hard work… No shit.

42. #INBOUND14 Make the right organizational move. Not a quick one. Provide full autonomy. Stay flexible from an executive standpoint. Stay the hell away from conventional wisdom.

43. #INBOUND14 QUESTIONS ?

44. #INBOUND14 THANK YOU

AGENCY MARKETING INNOVATIONS [INBOUND 2014]

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