www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell account management
services to inbound clients.
Eve...
www.contentmarketingblueprint.com
Contribute!
Be ready to be called on…
www.contentmarketingblueprint.com
Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+M...
www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Re...
www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to...
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Question:
How can I get paid for account management
services?
www.contentmarketi...
www.contentmarketingblueprint.com
Context of account
management in overall service
offering.
 Strategy services (Buyer pe...
www.contentmarketingblueprint.com
Common challenges of
selling “account
management”
www.contentmarketingblueprint.com
Challenges selling account
management
 Nobody wants to pay for it
 Clients don’t find ...
www.contentmarketingblueprint.com
Without it…
You get fired when they take over the
writing.
www.contentmarketingblueprint.com
Your task in the sales process
 Create context: What is the role of
account management ...
www.contentmarketingblueprint.com
Establish context and
value
www.contentmarketingblueprint.com
The role of account
management
(with inbound marketing)
Use data to identify what IS wor...
www.contentmarketingblueprint.com
Value of account management
(ROI)
Capitalize on what IS working, and fix
what ISN’T
www.contentmarketingblueprint.com
The account
management package
www.contentmarketingblueprint.com
Two meetings per month
 Monthly performance review (decision makers and account
managem...
www.contentmarketingblueprint.com
Process and Timeline
IMC (Account Manager)
 Weekly email
 Meeting agenda
 Status meet...
www.contentmarketingblueprint.com
Selling tip…
Use a story where you used data to make a
marketing decision (use data).
www.contentmarketingblueprint.com
Download the assets
 Proposal copy
 Step by step guide to delivering the service(s)
 ...
www.contentmarketingblueprint.com
Next Session: Tuesday July 14th @ 3:00 PM
EST
“?”
Sign up at:
www.contentmarketingbluepr...
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How to sell account management services to inbound clients

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Inbound marketing agencies struggle to get paid for account management services. By positioning account management as a value add, your agency can avoid unpaid consulting hours.

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How to sell account management services to inbound clients

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to sell account management services to inbound clients. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Contribute! Be ready to be called on…
  3. 3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. www.contentmarketingblueprint.com What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Question: How can I get paid for account management services? www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com Context of account management in overall service offering.  Strategy services (Buyer persona, CMB, Website optimization plan  Development Services (Inbound Engine)  Support Services (Content creation, consulting, PR, Social Media)
  9. 9. www.contentmarketingblueprint.com Common challenges of selling “account management”
  10. 10. www.contentmarketingblueprint.com Challenges selling account management  Nobody wants to pay for it  Clients don’t find it valuable  Clients see it as a cost of doing business with you Yet, you do it and you can’t be successful without it…
  11. 11. www.contentmarketingblueprint.com Without it… You get fired when they take over the writing.
  12. 12. www.contentmarketingblueprint.com Your task in the sales process  Create context: What is the role of account management in your process?  Establish value: Why is this vital to success?
  13. 13. www.contentmarketingblueprint.com Establish context and value
  14. 14. www.contentmarketingblueprint.com The role of account management (with inbound marketing) Use data to identify what IS working, and what ISN’T!
  15. 15. www.contentmarketingblueprint.com Value of account management (ROI) Capitalize on what IS working, and fix what ISN’T
  16. 16. www.contentmarketingblueprint.com The account management package
  17. 17. www.contentmarketingblueprint.com Two meetings per month  Monthly performance review (decision makers and account management)  What is working and what isn’t  What was our ROI?  Are we hitting monthly KPIs (leads, sales meetings, sales)  What are we going to do to increase ROI  Mid month checkup (account management)  Trends  Did we do everything we said we would?
  18. 18. www.contentmarketingblueprint.com Process and Timeline IMC (Account Manager)  Weekly email  Meeting agenda  Status meeting  Post meeting notes  Weekly email  Monthly performance review  Monthly performance presentation  Post presentation notes and homework Hours: 9.75 Cost: $1,608/Month @$165/Hour
  19. 19. www.contentmarketingblueprint.com Selling tip… Use a story where you used data to make a marketing decision (use data).
  20. 20. www.contentmarketingblueprint.com Download the assets  Proposal copy  Step by step guide to delivering the service(s)  Cost breakdown  Lead Quality Report (CMB Partners Only) www.contentmarketingblueprint.com/blog
  21. 21. www.contentmarketingblueprint.com Next Session: Tuesday July 14th @ 3:00 PM EST “?” Sign up at: www.contentmarketingblueprint.com/2014- webinars

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