AGENCY MARKETING INNOVATIONS [INBOUND 2014]
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Ever wish you had more time and resources to focus on marketing your agency more effectively? It's hard balancing delivering powerful results for your clients and finding the time to grow your own agency, so how can you ensure both? In this session, marketing director John Bonini shares insight on how IMPACT made marketing a top priority and executed a strategy that helped his agency generated a 400% increase in leads over the last two years.
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AGENCY MARKETING INNOVATIONS [INBOUND 2014]
- 1. #INBOUND14 AGENCY MARKETING INNOVATIONS How IMPACT BRANDING increased lead generation by 500% in 2 years. John Bonini @Bonini84 Marketing Director, IMPACT
- 2. JOHN BONINI @Bonini84 - Joined IMPACT in 2012 - Employee #6 - Assumed role of Marketing Director in July 2012
- 3. #INBOUND14 7,286 67,069 820% increase
- 4. #INBOUND14 251 1,700 577% increase
- 5. #INBOUND14 You need to be blogging. You need to know your sales funnel. You need to align sales and marketing.
- 6. #INBOUND14 No shit, John
- 7. #INBOUND14 But what came in between? ?
- 8. #INBOUND14 But what came in between?
- 9. #INBOUND14 NOoh shit, John !
- 10. “If you’re riding the bandwagon, you can’t be steering it” @Bonini84
- 12. #INBOUND14 CONTENT: Make a commitment to quantity and quality
- 13. #INBOUND14 “You should be blogging.” No shit.
- 14. #INBOUND14 Moved all content efforts in house
- 15. #INBOUND14 We made a bet on quality over quantity.
- 16. #INBOUND14 Freelancer Blog Posts (7 weekly) Premium content (1 per month) Contractor Blog Posts (5 per week) Premium content (1 per month) Writing Service Specialty Blogs (As needed) Content Strategy Content Strategy
- 17. #INBOUND14 Blog Posts (7 weekly) Premium content (1 per month) Blog Posts (5 per week) Premium content (1 per month) Specialty Blogs (As needed) Content Strategy Marketing Director Content Strategy Freelancer Contractor Writing Service
- 18. Treat every inbound link as a relationship. #INBOUND14 =
- 19. #INBOUND14 IMPACT 60% Co-marketing 10% Guest Posting 20% Personal Branding 10%
- 22. Make a commitment to quality and quantity. “Donuts are proof that quality is repeatable” @Bonini84
- 23. #INBOUND14 LEAD GENERATION: Know Your Ecosystem
- 24. #INBOUND14 “Know your sales funnel.” No shit.
- 26. #INBOUND14 Lead Lead Lead Sales Top Middle Bottom
- 27. eco sys tem noun : the complex of a community and its environment functioning as a unit. #INBOUND14 Know your ecosystem.
- 28. #INBOUND14
- 29. • Focused on delighting Vehicle for reengagement customers Expanded it to opportunities • Aligns with our ecosystem • Became a vehicle for Lowers barrier of entry #INBOUND14 referral marketing
- 30. Know your ecosystem. “Know your ecosystem. Identify the behaviors that drive sales and aim to repeat them” @Bonini84
- 31. #INBOUND14
- 32. #INBOUND14
- 33. View-t too--ssuubbmiissssiioonn == 12..44% #INBOUND14
- 34. “Get out of the way and let people consume your content” @Bonini84
- 35. Join sales and marketing under “new business development” #INBOUND14 SMARKETING:
- 36. #INBOUND14 “Align sales and marketing.” No shit.
- 37. #INBOUND14
- 38. #INBOUND14 Revenue • Marketing creates workflows via sales intel Lead Quality Connecting Leads Nurturing Lead Nurturing • Sales keeps detailed CRM log that feeds nurturing • Sales contributes to the blog • Marketing sits in on consultation calls • Persona driven • Marketing makes connect calls as an exercise • Marketing writes sales/ connect scripts
- 39. @Bonini84 Join marketing and sales under “new business development.” “A knockout is more likely if you’re punching with both hands”
- 40. #INBOUND14 1. Make a commitment to quality and quantity. 2. Know your ecosystem. 3. Join marketing and sales under “new business development” umbrella.
- 41. #INBOUND14 If this all sounds like hard work… No shit.
- 42. #INBOUND14 Make the right organizational move. Not a quick one. Provide full autonomy. Stay flexible from an executive standpoint. Stay the hell away from conventional wisdom.