How to Market Your Marketing Agency
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1. Kuno Creative saw declining revenues and implemented an inbound marketing strategy using blogging, landing pages, and email nurturing to drive traffic, leads, and sales. This approach doubled their revenue and profitability. 2. Their planning process included defining their offerings, resources, sales process, and pricing to attract better clients and qualify leads. They also eliminated unprofitable services and clients. 3. Through consistent blogging, offers, and email marketing, Kuno Creative was able to grow their website traffic from 500 to 18,000 monthly visits and leads from 5 to 400 per month. Their client retainers increased from 3 to 35.
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How to Market Your Marketing Agency
- 1. BOLO 2012 How to Grow Your Agency Using Inbound Marketing A Case Study
- 3. Peter Caputa IV @pc4media Director, Sales & Marketing
- 5. A Process for Growing Traffic, Leads & Sales
- 6. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
- 7. 4 Key Activities 7
- 8. Blogging Drives Traffic Growth The study compared blogging frequency against traffic & leads. The results showed staggering correlations. Source: Lead Generation Lessons from 5500 customers.
- 9. Kuno Creative Blogs Consistently
- 10. Landing Pages Drive Lead Volume The data show it’s not only important to have landing pages; it’s important to have many landing pages.
- 11. Kuno Creative Generates Leads Every Day •
- 12. Targeted, Timely Email Improves Sales Results Email 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. Kuno Creative Nurtures Leads
- 14. Analysis Enables Steady Improvement Analysis enables marketers to do more of what’s working and tweak or stop what’s not.
- 15. How Kuno Creative Leveraged Inbound Marketing to 2x Revenue & Profitability The Story
- 16. YOU WORK HARD FOR YOUR MONEY …But they never treat you right • Where We Were • What We Offered • The Problem • What We Did About It • The Results
- 17. WHERE WE WERE Working 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. YIKES! Look at the numbers… June – August 09’
- 19. PART OF THE PROBLEM. WHAT DIDN’T WE OFFER?
- 20. HERE’S A PARTIAL LIST CREATIVE 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. A BIGGER PART OF THE PROBLEM REVENUES & CASH FLOW • Unpredictable • We’re running out of money!!! • And we’re just another design shop • Better days are no where in sight
- 22. 2008/2009 -15% Sales declined for the first time in history. It was a balancing act.
- 23. WE HAD TO TRY SOMETHING NEW • Stretched for cash • Laying off employees • Working 60+ hours/week
- 24. WHAT WE DID ABOUT IT WE PLANNED A NEW DIRECTION
- 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. WHAT WE DID ABOUT IT CORPORATE PLANNING
- 29. THE POWER OF A PLAN CREATED A ROAD MAP • What will we sell? • How much will it cost? • Sales Process • Required Resources • Assessing results • Training new people
- 30. THE PLAN PART 1 CONTENT CLIENT QUALIFICATION • 2-3 BLOG POSTS PER • PROSPECTING WEEK ON LEADS • 1 DOWNLOAD PER • PUBLISH PRICES QUARTER ON WEBSITE CLOSE THE DEAL • CONSULTATIVE SALES PROCESS • FEWER PROPOSALS UP FRONT
- 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 goals Source: http://www.hubspot.com/state-of-online-marketing-services-industry/
- 32. THE PLAN PART 2 RESOURCES MONEY • HIRE DARC • LINE OF CREDIT EMPLOYEES • ELIMINATE • ELIMINATE SERVICES PAYMENT TERMS CLIENTS • BEGIN GETTING RID OF BAD CLIENTS • FOCUS ON AREAS WERE GOOD AT
- 33. THEN CAME THE LEARNING PROCESS
- 34. 80 OVER % Of marketers are more likely to choose an agency focused on a specific sector. Source: RSW/US
- 35. THE PITFALLS OF CHOOSING POORLY • WHAT ARE YOU GOOD AT? Healthcare Software Energy • SAY NO TO: Low cost “consulting” packages Hourly Pricing
- 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. THE ART OF PRICING • What are your deliverables? • What is your cost per deliverable? Manpower Direct costs Overhead • What is your planned profit? • Competitive factors
- 38. PUBLISH PRICING
- 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. WHERE WE ARE NOW Working 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. WOW! Look at the numbers! June 09– September 2012
- 42. 7,235 Leads 52 new customers June 09– September 2012
- 43. SUMMARY 1. 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. Q&A Learn How to Do what Kuno Creative Did: www.hubspot.com/partner-ta
Editor's Notes
- 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.