1. Inbound Marketing for Agencies
How Inbound Marketing and HubSpot can Help
Agencies Achieve Sustainable Growth
Peter Caputa IV
VP Sales, HubSpot

2. Why HubSpot Cares About Agencies

4. 4

5. Your Goals = Our Goals
From projects to retainers: eliminate cash flow variability
Larger and longer retainers: higher revenue per client
Build funnel of opportunities: sign up the right clients only
Repeatable sales process: no guessing. no waiting.
Repeatable delivery processes: enable you to control strategy and
outcomes.
Deliver unquestionable ROI: retention and referrals
Never ending upsell opportunities: retention and growth

6. AGENDA
1 What is Inbound?
2 Why Inbound?
3 Inbound and Agencies
4 Common Marketing Agency Challenges
5 HubSpot’s Agency Grader
6 Benchmarking Your Agency
7 Q&A

7. 1 What is Inbound Marketing?

8. 86%
skip TV ads
THE OLD
MARKETING PLAYBOOK
BROKEN.
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
IS

9. Inbound updates the playbook based
on the way people buy today.
Your
Content
Get Found Online:
• Website pages
• Blog articles
• Social media
messages
• All optimized to drive
qualified leads to your
site.

10. Inbound updates the playbook based
on the way people buy today.
Understand Your
Buyers:
• Personalize your
marketing
• Identify buyer needs
• Understand what
content pulls leads
through sales funnel
Get Found Online:
• Website pages
• Blog articles
• Social media
messages
• All optimized to drive
qualified leads to your
site.

11. The Inbound Marketing Methodology
Strangers
SEO Blog Sites Mobile Optimization
Visitors
Calls-to-Action Landing Page Optimization
Leads
Customers
Promoters
Social Media
Forms
Email Optimization
CRM Synch #
Lead Scoring
Sales Alerts
Personalized
Email + Web +
Social
Nurturing
Feedback Forms
Email + Web + Social
Engagement
ATTRACT
CONVERT
CLOSE
DELIGHT

12. 2 Why Inbound Marketing?

13. A Few Statistics…
 Inbound leads cost 60% less than outbound
leads
 B2B companies that blog generate 67% more
leads per month than those that don’t
 80% of business decision-makers prefer to get
company information in a series of articles versus
in an advertisement
 Blogs give websites 434% more indexed pages
and 97% more indexed links
Sources:
http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/
http://www.contentplus.co.uk/
http://www.searchenginejournal.com/
http://contentmarketinginstitute.com/what-is-content-marketing/

14. Average Customer ROI after using Software for 1 Year
Attracting Visitors
3.5x
Average Increase in
Monthly Website Visitors
Converting Leads
6.1x
Average Increase in
Monthly Leads
Closing Customers
69%
Report Growth
in Revenue
Source: MIT Sloan graduate student study available at HubSpot.com/ROI

15. HubSpot customers see early results grow over time
35
30
25
20
15
10
5
0
2.37x
6.12x
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
32.94x
13.75x
Months after implementing HubSpot software

16. HubSpot's Salesforce Integration
Revitalizes Mimio's Marketing
HubSpot helps us to improve our entire lead process
from increasing acquisition, to enabling segmentation, to
sending them off to our sales organization in a more
qualified state than we were able to do before.
“
Dawn Augiar ”
Senior Manager of Digital Marketing
Mimio
40%
Amount they are
exceeding monthly
leads goals
70%
Increase in
year-over-year
web traffic
#1
Page rank of
target
keywords
Full story: www.hubspot.com/customers/mimio

17. AmeriFirst Brings Its Relationship
Based Strategy Online
“I love HubSpot software because the tools are in one
place. Instead of piecing it all together slowly with
multiple sources, I get to do it all with fewer people and
one platform."
“
Dan Moyle ”
Creative Director of Marketing
AmeriFirst Home Mortgage
Full story: www.hubspot.com/customers/amerifirst
3.8x
More monthly
website traffic
after 1 year
51.7x
More monthly
leads after 1 year
5%
Increase in sales
after 2 years

18. Thermo Fisher Scientific Generates 30% Of Its
Sales-Ready Leads With Inbound Marketing
The value in HubSpot is that you can do all of your work
within one dashboard. It’s really a one-stop shop. “
” Sonya Pelia
Social Media & SEM MarCom Specialist
Thermo Fisher Scientific
Full story: www.hubspot.com/customers/thermo-fisher-scientific
30%
Of sales-ready
leads generated
on their website
182%
Increase in organic
website visitors
within 8 months
154%
Increase in Twitter
following within 8
months

19. 3 Inbound and Agencies

20. THE MARKETING
AGENCY MODEL
BROKEN.
Agencies are having trouble
growing because they’re struggling
with…
1. Moving upstream to sell larger clients
1. Building a recurring revenue model
1. Establishing client retention
WHY?
 No defined services offering
 Still selling project work
 Not developing a services
model that fosters retention &
upsell opportunities
IS

21. But The Inbound Model Can Help Fix it…
INSTEAD OF
STRUGGLING WITH…
 No defined services offering
 Still selling project work
 Not developing a services
model that fosters retention
INBOUND ENABLES
YOU TO…
1. Develop a higher-priced services
offering
1. Sell retainer work  recurring revenue
1. Deliver ROI through ongoing services.
Always be proposing new tactics,
campaigns and projects.

22. Impulse Creative Scales Business
and Increases Retainer Client
Revenue 6X with HubSpot
Partnership
6X
Increase in
retainer client
revenue in 2
years
5.3X
Increase in
monthly leads
year-over-year
HubSpot has not only allowed our agency to embrace the
inbound experience, but it has also opened up our agency to
being able to transform the way we report progress to our
clients. Not only are we generating amazing results, we get to
show it to our clients every day through the simple reporting.
“
” Remington Begg
Principal, Owner
Impulse Creative
3X
increase in
revenue in
2 years
Full story:
www.hubspot.com/customers/impulse_creative

25. Paul Roetzer’s Books
Read this one for yourself: Buy this for your prospective
(and existing) clients:

26. Drew Himel, PCR Agency, WSI Franchise. $450k to $1.2M in 1
yr.

27. 7 Common Agency Challenges

28. Challenge #1: Developing an
Agency Operating Systems

29. The HubSpot Partner Program Methodology

30. Have a Plan for Everything

31. Challenge #2: Marketing Your Agency

32. Market Your Agency

33. Market Your Agency

34. Market Your Agency
http://bit.ly/YhJIoW

35. Challenge #3: Pricing and Packaging

36. HubSpot Partner Pricing Models

37. Increase Prices as You Get Better
http://www.pr2020.com/pricing/packages

38. Challenge #4: Selling Consultatively

39. You Must Stop Selling Tactics

40. You Must Stop Selling. Start Selecting…
http://blog.hubspot.com/sales/data-proof-that-sales-qualification-improves-close-rates

41. You Must Quantify the Impact
http://offers.hubspot.com/inbound-marketing-calculator

42. You Must Follow a Process

43. Challenge #5: Delivering Services Repeatably

44. You Must Create Content WITH & FOR Clients
http://www.square2marketing.com/blog/content-marketing-use-the-hub-and-spoke-system-for-content-strategy

45. Run Inbound Marketing Campaigns

46. 4 Key Services
Blog, Social & SEO
CTA’s & Landing Pages
Nurturing & Analytics

47. 4 Core Services
http://offers.hubspot.com/four-core-services-of-inbound-marketing-var

48. Once Again, Follow a Process….

49. ROI
2x, 3x, 5x, 10x,
20x

50. Challenge #6: Really Proving ROI

51. Reporting Leads & Sales
Leads
Customers

52. Challenge #7: Always be Selling

53. Selling Core Services
Blog, Social & SEO
CTA’s & Landing Pages
Nurturing & Analytics

54. TRAFFIC

55. 5 HubSpot’s Agency Grader

56. Agency Assessment

57. Goals, Plans, Challenges, Timeline

58. Attract

59. Convert

60. Close

61. Analyze

62. Services Analysis

63. Revenue Analysis

64. Profitability Analysis

65. Growth Analysis

66. Processes Analysis

67. Funnel Analysis

68. 6 Agency Benchmark Tool

69. Benchmark Your Agency

70. 7 Q&A

71. QUESTIONS?