The document provides a summary of a presentation on how to build a successful inbound marketing agency from scratch in less than 6 months. It discusses the importance of having the right entrepreneurial spirit and attitude to overcome challenges. It emphasizes creating a balanced team with a good attitude that is willing to learn. It stresses the importance of establishing processes and proper organization to effectively manage projects and customers. It also recommends being ready to steadily grow while maintaining quality, and seeking help beyond just technology when needed.

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HOW TO BUILD A SUCCESSFUL
INBOUND AGENCY FROM SCRATCH
IN LESS THAN 6 MONTHS
Almudena Colmenar Nuñez

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1. Introduction
2. The Spirit
3. The Team
4. Organization and processes
5. The Non-Sales Philosophy
6. Managing Customers
7. Being ready to Grow
8. Beyond the technology
AGENDA

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Let’s meet up!
1

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WHAT IS THE
MOST
IMPORTANT
THING TO
CREATE AN
INBOUND
AGENCY?

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Almudena Colmenar
a.colmenar@inboundlead.com
www.inboundlead.com

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InboundLead
brief summary
⟳ We are an Inbound Agency based in Spain.
⟳ We started our activity in 2016 after realising that Inbound
Marketing will rule the world of business communication in
the next years.
⟳ Absolutely in love with the methodology, we got results 3
months after the launch of our first campaign, in 6 months
we reached Silver tier within the HubSpot Partner Program
and probably Gold in 2017.
⟳ All InboundLead’s customers are Inbound Retainers

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WARNING:
NO MARKETING
IN THIS
BREAKOUT
SESSION

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The Spirit
2

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WHAT IS THE
MOST
IMPORTANT
THING TO
CREATE AN
INBOUND
AGENCY?

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A. Great Business Plan
B. Huge Investment
C. A bunch of customers

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YOU KNOW
NOTHING,
INBOUND

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ENTREPRENEUR SPIRIT

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1. Not everything is going to be perfect.
2. It doesn’t matter how much you plan, things won’t go as expected.
3. Mostly of the people who surrounds you, will be naysayers.
4. Mostly of the people will think you are a crazy person.
5. If you want to work 8 hours a day, have a stable salary since day 1 and
disconnect every weekend and holiday without worries, this is not for you.
WHY?

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Juan Diego Gómez Gómez
“A entrepreneur was not born to
be crying or whining.
A entrepreneur was born to sell
tissues and let the others cry ”

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HIGHLY RECOMMENDED
MOVIE

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The Team
3

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THE MAGIC WORDS:
ATTITUDE, APTITUDE,
BALANCE, TEAMWORK.

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TEAMWORK

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THE PERFECT
SITUATION IS A
BALANCE
BETWEEN:
ATTITUDE &
APTITUDE

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PROBABLY
YOU CAN’T
AFFORD IT
IN THE
FIRST
MONTHS

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1. Select people with a good Attitude
2. Select people who want to learn
3. Train them
4. Pay them with tons of Knowledge
5. The “Founders” must be specially committed with the project and
have a correct Attitude and a deep understanding of the business
model and Industry.
WHAT YOU CAN DO?

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Organization and
processes4

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The processes management
of an Inbound Agency is like
organizing a house with two
adults, three children and
two puppies.

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WHEN
SOMETHING
BREAKS,
NOBODY HAS
EVER TOUCHED
IT OR EVEN MADE
EYE-CONTACT
WITH IT IN HIS
ENTIRE LIFE.

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IN LIFE, YOU
CAN LEARN
FROM A LOT
OF HOUSE
CLEANING
GURUS TO
HELP YOU

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IN AN INBOUND AGENCY WE HAVE THE PROJECT
MANAGEMENT TOOLS

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1. Analyze the task you must accomplish.
2. Think about the logical steps you need to fulfill it.
3. Do it.
4. Analyze the process, look for improvement points, correct it in the
next attempts and make a first draft in your project management tool.
5. Repeat!
THE SEEK OF PERFECTION

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WHAT HAPPENS
WHEN YOU
DON’T HAVE
PROCESSES?

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1. I need to publish in a customer Blog the next week.
2. Nobody told me nothing about the topic of the post, I only know that I need
two articles for the next week.
3. I ask my Marketing Manager, and he answered me that the calendar is not
finished yet, but I needed it yesterday to accomplish the deadlines.
4. I get the topics of the articles the previous day of the deliver, so I have to
write it fast.
5. I call my designer because I need some graphic material to publish the
articles in the next 5 minutes.

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1. Inappropriate strategy.
2. Inappropriate timeline.
3. Inappropriate process.
FACTORS INVOLVED

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WITHOUT A PROCESS YOU CANNOT
HAVE A CORRECT STRATEGY, YOU
CANNOT HAVE A PROPER TIMELINE
AND YOU CANNOT WORK PROPERLY,
NEITHER FOR YOU, NOR FOR YOUR
CUSTOMERS.

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MAKING YOUR MANAGING EASIER
daryn.smith@mpull.com
www.mpull.com

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The Non-Sales
Philosophy5

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IN 2017 SOME
COMPANIES
THINK THAT THEY
CAN STILL SELL
TO THEIR
CUSTOMERS.
OUTBOUND
MARKETING IS
OVER

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BUYERS DON’T
WANT PRODUCTS
ANYMORE.
BUYERS WANT
WHAT A PRODUCT
MAKE THEM FEEL.

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NEITHER BUSINESS TO BUSINESS
NOR BUSINESS TO CUSTOMER
B2P
BUSINESS TO PERSON

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THREE SALES SALE
PROCESS:
1. WHY CHANGE
2. WHY INBOUND
3. WHY ME
CLOSE AN
AGREEMENT INSTEAD
OF A SALE

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● Advisor, friendly face, friendly voice, someone who wants to help them.
● Don’t be selly, be honest, don’t sell Inbound to anyone only because you
need to sell, don’t use your time trying to reach inappropriate prospects,
there are tons of companies who need Inbound.
● You will have a huge amount of problems if you sell Inbound Marketing to
someone who doesn’t need it.
● You can help everyone so Do It! Even the more annoying of your
prospects needs help and nobody knows what the future may bring
NOT A SALES PERSON ANYMORE

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THINGS WON’T BE
PERFECT THE FIRST
TIME.
YOU NEED TO
PRACTICE IN ORDER
TO MASTER YOUR
INBOUND SALES
SKILLS.

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Managing
Customers6

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YOUR OWN AGENCY IS YOUR VIP CUSTOMER

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NOT ALL THE
CUSTOMERS WILL BE
HAPPY EVERY TIME.
MANAGING YOUR
RELATIONSHIP WITH
THEM IS A WHOLE
DISCIPLINE.

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● Your agency is your first customer, plan it like any other customer.
● Inbound first for your own agency, if you do not apply the methodology, how can
you master it?
● The experiments, better with Soda, never with customers.
● Do not accept customers that are not a good fit for Inbound.
● Be careful when the prospects have new projects with no data.
● Check the data provided by the customers before planning.
● Warning with the customers that “know everything about marketing” it usually
means problems.
● Detect the hidden objections, ask for feedback every time.
SPECIAL WARNINGS

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Being Ready to
Grow7

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GROW
CONSTANTLY
WITHOUT
REDUCING THE
QUALITY OF
YOUR
SERVICES IS
THE KEY

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● Growth can be Overwhelming.
● You can die of success.
● It’s hard to find talent and afford it.
● The first thing that is gonna suffer, is your whole agency.
● You cannot grow without processes in order to deliver quality services.
SPECIAL WARNINGS

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Beyond the
Technology8

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“ASK FOR HELP.
NOT BECAUSE YOU ARE WEAK, BUT
BECAUSE YOU WANT TO REMAIN
STRONG”
Les Brown

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IF YOU THINK
THAT HIRE HELP
IS EXPENSIVE,
TAKE A SHOT
WITH
INEXPERIENCE

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1. 1. Help can have many forms
2. 2. Use technology in your advance
3. 3. Technology is not everything
4. 4. Cost vs. Value
5. 5. If you need more help, hire a consultant
HELP!

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Thanks
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SPECIAL THANKS

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Q&A
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Almudena Colmenar
a.colmenar@inboundlead.com
www.inboundlead.com

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THANK YOU