15 top tips from HubSpot's EMEA Agency Services team from positioning to delighting customers and creating content to help you be a better agency.

1. HOW TO BE A
BETTER AGENCY
Top Tips from HubSpot's EMEA
Agency Consultants Team

2. Alba Vargas Jimenez
Channel Consultant
@inboundalba
"Being a better agency is based on empowering your team to be
accountable for particular tasks and also for bigger picture
projects. Implementing training when things go wrong and
praising when the team performs will motivate them to take on
accountability as an opportunity and not a threat."

3. Amanda Whyte
Manager, Agency Partner Services
@amandasuzanna
"I hear this piece of advice from the top agencies I work with at
HubSpot. "Make sure the agency principal works on the business,
not in the business." It's easy to get caught up in client work, but
your agency leader needs to make sure he is optimising and
growing the business, otherwise no one else will."

4. Aviva Walsh
Channel Consultant
@Avivacchs
"Never forget your existing business in the rush to build your
sales pipeline. Always put your best resources behind your
existing client accounts. Your clients are your best asset and
biggest brand evangelists! Don't forget to delight, delight,
delight! The final step of the Inbound Methodology!"

5. Bertrand Sempéré
Channel Consultant
@BertrandSempere
"What really is your agency offering? The
answer cannot be "everything to everybody".
You need to stand out!"

6. Gabriele Sardelli
Channel Consultant
@gabisar81
"Be curious, question yourself, do your homework, do
not expect to know everything and follow the
suggestions of your HubSpot Consultant or your own
marketing team."

7. Grainne O'Sullivan
Principal II Channel Consultant
"Understand why you're different to all other agencies by
establishing a unique positioning in the market. Whether that's
based on industry expertise, your ways of working or your
services, make sure you stand out from the crowd & communicate
this to your prospects through your website, your content & your
work."

8. Iliyana Stareva
Principal I Channel Consultant
@Iliyana Stareva
"Nail your processes. Make sure you have a clear structure of how
you service your clients that includes how often you speak to
them, what the topics and goals of those calls/meetings are, how
you do performance reporting, how you track and document all
this etc. Don't reinvent the wheel with every new client,
standardise from the beginning."

9. Kareem Mostafa
Channel Consultant
@mkareemo
"Focus on creating original content beyond typical
ebooks and guides that serve your persona's
business goals but also psychographics and
personal lives."

10. Karen Rafferty
Channel Consultant
@k_l_rafferty
"Really focus on clarifying what makes your agency positioning
unique and compelling. Think about your digital footprint and
how that positioning presents to potential customers during the
research phases of their buyer's journey as well as on your
website, social media presence and any online PR you manage to
achieve."

11. Noémie Aguettant
Senior Channel Consultant
@NoemieAguettant
"Go deep into your buyer persona (ideal client), don't settle for
the general description which will only allow you to create
generic content, which won’t generate any success and be a
waste of your time and money. Organize interviews, ask open-
ended questions, investigate online, use your forms and
analytics. Be a persona gold digger!"

12. Rachel Ahearne
Channel Consultant
@rachelahearne
"Don't forget to give time, creativity and enthusiasm
to renewals, just like you do with new business. Treat
your current customers with the same love as the ones
you are trying to impress!"

13. Robbie McFarlane
Channel Consultant
@mcfrobbie
"Focusing your agency on a sector or a skill set is daunting. You
don’t want to turn away business. But specialising builds trust
with clients whose needs and customers you understand. You get
more efficient and add more value. So play to your strengths
and don’t be afraid to commit to a niche area."

14. Romain Goday
Manager, Agency Partner Services
@romaingoday
"Focus on creating long-lasting assets that drive traffic and leads
over time. To achieve kick-ass results for your customers, always
test and measure new strategies and iterate very quickly.
Perform an analysis every 3 months or less and define 4-5 asset
optimizations before you work on new things."

15. Shonagh Hurley
Senior Channel Consultant
@shonaghhurley
"Don't forget about the Customer Delight stage. Retaining clients is
critical to growing and scaling your agency. Make happy clients even
happier with sweet value-adds like proactively pitching new ideas,
creative client-agency days, additional reporting, utilising channels like
WhasApp to speed up social media messaging sign off... Whatever it is,
make them feel like you're going the extra mile just for them."

16. Tatjana Stolzenberg
Channel Consultant
@TStrahlendberg
"Focus!
You can't help everyone, so please don't try
to!"

17. Now, go be a better agency!
Created and collated by @IliyanaStareva
Read more on www.iliyanastareva.com