Pricing your agencies services is part science, part philosophy. List your prices too low and your margins take a hit; too high and the competition undercuts you. Does publishing pricing of your services limit the value your agency can deliver? This session, led by HubSpot’s Partner Program VP Arjun Moorthy, will help your agency build a sustainable strategy around not only about how your services are priced, but how you position and calculate the value and ROI of your work in marketing collateral and the sale process.

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Winning Through
Differentiation & Targeting
How to define and target your
Agency’s unique expertise to drive
higher margins and faster growth
Peter Caputa IV – VP Sales, HubSpot
David Weinhaus – Channel Account Manager, HubSpot

2. While most agencies preach
differentiation, most act like
commodities.
-Tim Williams
Author: Building a Great Agency Brand
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1 THE PRESENT & FUTURE OF
DIFFERENTIATION

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SEO
RSS
Widget marketing
HubSpot: Circa 2007

5. Certified/Tiered
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Inbound
Agency
2007
HubSpot
Partner
2010
HubSpot
Partner
2012

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What Differentiates You from the Rest?
Packaging services
Delivering ROI Strategy
Switch to retainers
Improve cash flow
More revenue / client
Retention & scale
Benefits
2000+…

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Present Future
Packaging services
Switch to retainers
Delivering ROI
Strategy
Improve cash flow
More revenue / client
Retention & scale Benefits
Unique Expertise
Improve close rates
Higher margins
Faster growth
1 out of 2000+ 1 of a kind

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5 Killer Targeting
Mistakes an Agency
Can Make

9. Targeting Mistake #1

11. Targeting Mistake #1
“(Only) Following Your
Passion”

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Keri LaRue has wanted to target and differentiate more

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Keri has always dreamed of working in the wine
industry

14. However, she realized it was not right for her targeting
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• Not enough experience in the industry
• Not willing to ‘start over’
• Favors other industries for inbound retainers

15. Key Takeaway #1
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To target effectively, don’t
rely on passion alone.

16. Targeting Mistake #2

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What’s your targeting strategy?
With…
- Inbound
- Website design
- eCommerce services
- Sales & Marketing
alignment
Using
- HubSpot
- Wordpress
- Magento
- Salesforce
Well, we could target…
- Manufacturers
- Professional Service
Companies
- Technology Companies
- Consumer Services
This is not a targeting strategy!

18. Targeting Mistake #2
“Not Focusing Your
Targeting”

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First, identify your possible target niches
Who
Segment
What How
Service Technology

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Here are some of Keri’s possible target niches…
Service
Inbound
Inbound
Social Media
Segment
Enterprise Hardware Storage
Health & Wellness Benefit
Services
Wine Market
Technology
HubSpot
HubSpot
Hootsuite/
Facebook

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Now what to do?

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Prioritize using the 3 P’s
Profitability
Proficiency
Passion

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Profitability
Where do Profitability
Proficiency
you have
passion
and
interest?
Passion
What is the likely
profitability of the
niche?

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Calculating profitability
Profitability
http://bit.ly/ We’ll share thep rloisnpekct faitmta ttrhix e end

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Proficiency
Where do Profitability
Proficiency
you have
passion
and
interest?
Passion
What is the
likely
profitability
of the
niche?
Where have you
had success? Who
do you know?

26. Consider listing out your accounts and looking
for patterns
Where do
you have
passion
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What is the
likely
profitability
of the
and
niche?
interest?
• Where
have you
had
success?
• Who do
you
know?

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Passion
Profitability
Proficiency
Passion
Where do you have
passion and
interest?

28. Here is how Keri scored her possible niches
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Service
Inbound
Inbound
Social Media
Segment
Enterprise Hardware
Storage
Health & Wellness
Benefit Services
Wine Market
Technology
HubSpot
HubSpot
Hootsuite/
Facebook
Profitability
5
3
2
Proficiency
4
2
2
Passion
3
5
5
Sum
12
10
9
We’ll share the link to a blank template version at the end

29. Keri is now prioritizing Enterprise Storage companies
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+ =

30. Key Takeaway #2
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Focus and prioritize for
targeting success

31. Targeting Mistake #3

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At what level should I target?
• B2B
• Industrial
• Industrial Distribution
• Industrial Food Equipment
Distribution
More
Broad
More
Specific

33. Targeting Mistake #3
“Going too Broad”

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At what level should I target?
• B2B
• Industrial
• Industrial Distribution
• Industrial Food Equipment
Distribution
More
Broad
More
Specific
Answer:
• Where can I best
compete?
• What positioning
is compelling?
• …while the market
is still big enough

35. Greg Linnemanstons went more specific
“First, we were going to focus on B2B and Professional Services, but we
quickly realized they were too broad to be meaningful. We ultimately decided
to focus on types of industrial distribution companies and capital equipment
manufacturers. Now when we go into meetings we feel like we own the
room because we have the exact knowledge they are looking for”
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Greg Linnemanstons
Weidert Group, Inc.

36. Key Takeaway #3
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Don’t go too broad when
selecting a niche—be
thoughtful about the right
level of targeting

37. Targeting Mistake #4

38. Have you ever felt these concerns about targeting?
• I don’t want to turn off prospects who aren’t in my target niche
• I’m not ready to commit - I want to keep my options open
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39. Targeting Mistake #4
“Not focusing at all for fear
of being ‘boxed in’”

40. There are some agencies that have embraced a full-on
targeting approach
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41. Spot On Agency takes an ‘additive’ approach
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Does HubSpot Target?

43. Key Takeaway #4
Your targeting can be
additive to your existing
programs—it does not need
to “box you in”
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44. Targeting Mistake #5

45. Targeting Mistake #5
“Not getting started”

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3 Steps to Get Started
1. Select a target niche (using the 3 P’s)
2. Gather a list of target accounts
3. Run an Inbound Sales and Marketing Campaign

47. Trent Dyrsmid is targeting and has selected target
accounts
• Targeting VARs of a large technology company
• Has gathered a list of 100 target accounts
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48. Trent uses a combination of content, social, email, and phone
1. Invites to connect on LinkedIn
2. Emails invite for a pre-interview on Trent’s podcast (if their site rocks)
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OR
Email shares one tip to improve conversion (if their site doesn’t rock)
3. If no reply, send email with tips and follow up with voice mail
4. Call twice more without leaving a message
5. Email additional helpful information such as ebook and/or marketing grader
6. Email polite break up email
We’ll share a link to Trent’s prospecting approach at the end

49. Key Takeaway #5
Don’t wait to get started.
Select a niche, pick some
targets and get a campaign
going.
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50. Summary – 5 killer targeting recommendations
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1. Don’t follow you passion alone
2. Focus and prioritize your targeting
3. Go specific when selecting a target niche
4. Target additively to avoid being ‘boxed in’
5. Get started now!

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Coming in 2015...
Sign up to be notified - http://bit.ly/sgc-notify-me
Signing up gets you the links to resources referenced in today’s session

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QUESTIONS ?