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BOLO 2012How to Grow Your AgencyUsing Inbound MarketingA Case Study
ChrisKnipper@chrisknipperFounder
PeterCaputa IV     @pc4media         Director,Sales & Marketing
How
InboundMarketingWORKS.
A Process for Growing Traffic, Leads &Sales
1   Get Found                   ( INBOUND )                   MARKETING                                 2   Convert     3 ...
4 Key Activities                   7
Blogging Drives Traffic GrowthThe study compared blogging frequency against traffic & leads. The results showed staggering...
Kuno Creative Blogs Consistently
Landing Pages Drive Lead VolumeThe data show it’s not only important to have landing pages; it’s important to have many la...
Kuno Creative Generates Leads Every Day•
Targeted, Timely Email Improves Sales ResultsEmail Marketing, Lead Nurturing & Marketing Automation Create Sales Ready Lea...
Kuno Creative Nurtures Leads
Analysis Enables Steady ImprovementAnalysis enables marketers to do more of what’s working and tweak or stop what’s not.
How Kuno Creative Leveraged InboundMarketing to 2x Revenue & ProfitabilityThe Story
YOU WORK HARDFOR YOUR MONEY…But they never treat you right• Where We Were•   What We Offered•   The Problem•   What We Did...
WHERE WE WEREWorking hard for the money                             Year = 2009                             Over 200 clien...
YIKES!Look at the numbers…   June – August 09’
PART OFTHE PROBLEM.WHAT DIDN’TWE OFFER?
HERE’S A PARTIAL LISTCREATIVE           PRODUCTS• Graphic Design   • Brokered Printing(anything)         • Brokered Media•...
A BIGGERPART OF THEPROBLEMREVENUES & CASH FLOW• Unpredictable• We’re running out of money!!!• And we’re just another desig...
2008/2009-15%   Sales declined for the       first time in history.       It was a balancing       act.
WE HAD TO TRYSOMETHING NEW• Stretched for cash• Laying off employees• Working 60+ hours/week
WHAT WE DID ABOUT ITWE PLANNED A NEW DIRECTION
INBOUNDMARKETING
HubSpot… PARTNERSHIP
BENEFITS of PARTNERSHIP           FOR US & OUR CLIENTS           Got More Website Visitors           Captured More Visit...
WHAT WEDID ABOUT ITCORPORATEPLANNING
THE POWEROF A PLANCREATED A ROAD MAP•   What will we sell?•   How much will it cost?•   Sales Process•   Required Resource...
THE PLAN PART 1CONTENT                  CLIENT QUALIFICATION• 2-3 BLOG POSTS PER     • PROSPECTINGWEEK                    ...
Agency Sales Process                                                                    Agencies that have                ...
THE PLAN PART 2RESOURCES               MONEY• HIRE DARC             • LINE OF CREDITEMPLOYEES               • ELIMINATE• E...
THEN CAME THE  LEARNING   PROCESS
80OVER                 %Of marketers are morelikely to choose anagency focused ona specific sector.Source: RSW/US
THE PITFALLSOF CHOOSINGPOORLY• WHAT ARE YOU GOOD AT?  Healthcare  Software  Energy• SAY NO TO:  Low cost “consulting” ...
WHAT DO YOU OFFER?PARTNERS                   IN HOUSE• Strategy/Consulting      • Content Creation & Design• SEO          ...
THE ARTOF PRICING• What are your deliverables?• What is your cost perdeliverable?   Manpower   Direct costs   Overhead•...
PUBLISH PRICING
THE SCIENCE OF PRICING• The deal is already discussed    • The Proposal has a term  and agreed to                    • The...
WHERE WE ARE NOWWorking hard for the money                             Year = 2012                             Less than 5...
WOW!Look at the numbers!   June 09– September 2012
7,235 Leads52 new customers   June 09– September 2012
SUMMARY1. Planning is the key to profitability.   Decide what you offer. Figure out the   delivery processes and price   a...
Q&ALearn How to Do what Kuno Creative Did:                                     www.hubspot.com/partner-ta
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How to Market Your Marketing Agency

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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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