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The Inbound Marketing Mandate

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Why and how marketing and advertising agencies should invest in inbound marketing to market their own agency as well as offering inbound marketing services to clients.

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The Inbound Marketing Mandate

  1. 1. the INBOUND MANDATEPeter Caputa IVVP, Channel Sales & Marketing@pc4mediawww.HubSpot.com/partners
  2. 2. &
  3. 3. PULL EARNED OWN ATTRACT ASSET VS. Email PUSH PAID RENTINTERRUPTINVENTORY
  4. 4. SKIP ADS UNSUBSCRIBE RECYCLE/TRA SAY SH‘DO NOT CALL’
  5. 5. =Skills in Common: Creativity, Writing, Messaging, Design, Managing Influencers, Executing Campaigns
  6. 6. Before I Get Fired…
  7. 7. Helping Agencies Grow
  8. 8. 1.Generate Traffic2.Convert Leads3.Drive Customers4.Analyze & Improve
  9. 9. Don’t just addthese tactics toyour menu ofcapabilities
  10. 10. 9 Reasons Why Inbound Is Different Than Any OtherService You’ve Ever Offered
  11. 11. Inbound Marketing is Predictable
  12. 12. Inbound Marketing is Trackable
  13. 13. Inbound is Attributable to Revenue
  14. 14. Inbound is Built on Small Bets
  15. 15. Inbound Helps Prove Advertising ROI
  16. 16. Inbound Creates Future Brand Awareness
  17. 17. Inbound Enables Improvement Over Time
  18. 18. BOBS! "[Through consistent effort] our traffic went from 1,500 in Nov. of 2011 to 25,000 this month. We also went from <10 leads (form-fills) that month to over 500 this month." - Bob Ruffolo, Founder & CEO
  19. 19. Inbound is Global
  20. 20. 51%
  21. 21. Inbound Results are Compounding
  22. 22. 9 Reasons Why InboundYour Agency Your Clients
  23. 23. 9 Reasons Why InboundYour Agency Your Clients
  24. 24. Traffic: Blog with Social & SEO in MindLeads: Create Offers that Compel Visitorto Convert into LeadsSales: Use Email Marketing & Workflowsto Nurture Leads down the FunnelAnalyze: Increase Traffic, Leads & Sales
  25. 25. https://Hubspot.com/roi
  26. 26. 9 Reasons Why InboundYour Agency Your Clients
  27. 27. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  28. 28. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  29. 29. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  30. 30. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  31. 31. Bruised knee, winner that’s been beat to hell
  32. 32. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  33. 33. Bruised knee, winner that’s been beat to hell
  34. 34. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  35. 35. 1.Launch New Service Offering Methodology2.Pricing & Packaging of Services3.New ‘New Business’ Process4.Delivery Processes, Project Management & Time Tracking5.Reporting Results6.Collaboration & Training
  36. 36. Bruised knee, winner that’s been beat to hell
  37. 37. Capitalize on the Growth Trend "Coming from the offline world of marketing, we were fortunate enough to run into HubSpot as we entered the online world of marketing. Were now making huge progress towards our goal of 1/2 our revenue coming from online marketing services for clients and 1/2 offline. HubSpot gave us the framework for establishing our inbound marketing services." - Spencer Powell, TMR Direct
  38. 38. Generate New Business for your Agency "Using the inbound marketing methodology and a revised sales process we have acquired 23 clients in 12-month months, growing our locked-in recurring monthly revenue by 500%. Further, the last two retainers we secured were our highest. By generating 600 leads per month, we can focus on the best opportunities." - Bob Ruffolo, Founder & CEO
  39. 39. Increase Revenue Per Client "I left a traditional PR firm in 2005 to start my own agency, PR 20/20, which originally focused on offering small business marketing services. When we first bundled our services with HubSpot software, our highest priced package was $1,999 per month. Traditional firms probably thought we were crazy at the time for offering such low priced solutions. Today, our enterprise package starts at $12k per month. Organizations are seeking integrated inbound marketing solutions, and theres an enormous market for agencies that evolve to meet the rapidly growing demand." - Paul Roetzer, Founder & Author
  40. 40. Improve Client Retention "Our client annual renewal rate has improved 127% (from 37% to 83%) because were now providing inbound marketing services to them in additional to the traditional services weve always provided. Since we can directly tie our efforts to the new leads and new customers that we help our clients acquire, clients do not question the ROI we provide. Further, we do strategy and review calls monthly where we talk about how were using data to make decisions about what to do next in order to improve their results over time. Were constantly proving our value - making renewals much easier. Weve even been able to grow some of our retainers by 200% because clients want to grow faster.” - Tiffany Sauder, President
  41. 41. Your Next Strategic Move?
  42. 42. hubspot.com/partners

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