Mike Lieberman and Eric Keiles present at Inbound 2012. How to get clients to pay for marketing strategy. An overview of the techniques used to help agency owners use marketing strategy to improve engagements and improve the performance of their client programs.

1. Getting Your Clients to Pay
for an Inbound Marketing
Strategy.

2. Eric
Keiles
@Square2
avid hiker who once
spent three days
alone, hiking the
appalachian trail
#inbound12

3. Mike
Lieberman
@Mike2Marketing
@Square2
I consider myself a
recovering advertiser, as I
once spent $85,000 on a
single page ad in cfo
magazine
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4. 1
HOW DID WE
GET HERE?
And what do we do about it?
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5. Overnight
Marketing
Turned
Complicated.
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7. *
22%
only 22% of business owners or
executives admitted to having a
written marketing plan, yet 85%
were planning to do some form of
marketing.
* Primary research collected by Square 2 Marketing, since 2003, over
1,500 businesses surveyed.
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8. we have to
explain it to
our clients.
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9. we
have to
gain
their
trust.
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10. we have to get them to pay us for our expertise.
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11. Differentiate.
Communicate.
Integrate.
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12. 2
WHY IS STRATEGY SO
IMPORTANT NOW?
The Client’s Perspective
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13. ITS COMPLEX
• Website Design
• Search Optimization
• Social Media
• Content Creation
• Content Curation
• Conversions
• Landing Pages
• Lead Nurturing
• Messaging
• Differentiation
• Keyword Analysis
• Analysis, Tracking, Testing
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14. clients they
want want them
results. fast.

15. Marketing has never been
more integrated
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16. clients need
to stay
focused.

17. Clients need a trainer with
goals and a plan to get
them results

18. 3
WHY IS STRATEGY SO
IMPORTANT NOW?
Our Agency’s Perspective
#inbound12

19. ITS COMPLEX
• Website Design
• Search Optimization
• Social Media
• Content Creation
• Content Curation
• Conversions
• Landing Pages
• Lead Nurturing
• Messaging
• Differentiation
• Keyword Analysis
• Analysis, Tracking, Testing
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20. IMPROVED BUSINESS
PERFORMANCE
• Our projects are more
profitable
• Our people are happier
• Our clients are more
referenceable
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21. STICKIER ENGAGEMENTS
• Variety of integrated tactics
are recommended
• Economies of scale are
delivered
• We already know the
client, how to work with them
and what they like
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22. DIFFERNTIATION
• Single tactic
experts…Website
developers, seo
consultants, PR
experts, graphic designers
• Sole practitioners…who do
what the client says
• Advertising agencies…non-
inbound marketing
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23. 4
HOW TO INTEGRATE STRATEGY
INTO THE SALES PROCESS?
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24. we have a platform for our approach to marketing.
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25. we have a platform for our approach to marketing.
Reality Marketing
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26. we have a platform for our approach to marketing.
Reality Marketing
• Prospect Focused
• High Return on Investment
• Goal Oriented
• Remarkable
• Quantifiable
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27. we have a platform for our approach to marketing.
Reality Marketing
Marketing Machines
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28. we have a platform for our approach to marketing.
Reality Marketing
Marketing Machines
• An integrated set of
tactics designed perfectly
for your business
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29. we have a platform for our approach to marketing.
Reality Marketing
Marketing Machines
Strategy Before Tactics
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30. we have a platform for our approach to marketing.
Reality Marketing
Marketing Machines
Strategy Before Tactics
• we wont work with a client who doesn’t value strategy
• either we do it or they do it
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31. All of you have a platform…
Inbound Marketing
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32. INTEGRATED
Marketing tactics are
too closely connected
to execute WITHOUT
a well thought out and
agreed upon
marketing strategy.
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33. ITS WHAT WE DO!
• Strategy is part of
every engagement
• It’s a non-negotiable
for us
• We explain “why”
from the first
meeting
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34. #inbound12

35. No big words
No complex ideas
No industry jargon
When prospects are
confused
they don’t buy!
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36. 5
HOW TO GET CLIENTS TO
PAY FOR STRATEGY?
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37. BUILD IT IN
Our Marketing
Machine
Engagements all
include marketing
strategy.
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38. PLAN FOR IT
• Create a defined
marketing strategy
document
• Create a defined
planning process (4 to 6
weeks)
• Create a defined
deliverable (plan and
plan presentation)
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39. GET IT DONE FIRST!
• Keeps the client focused –
reduces changes in direction
• Give our team clear direction
on program implementation
• Gives the team (client and
agency) goals to work
towards
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40. Get them to trust you

41. 6
HOW STRATEGY HELPS OTHER INBOUND
MARKETING TACTICS BE MORE PROFITABLE
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42. *
75%
*A majority of the strategic
thinking gets down up front
during the strategy and planning
phase.
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43. target persona creation
(that’s reasonable)
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44. target persona creation
(that’s reasonable)
engaging messaging
(around pain)
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45. target persona creation
(that’s reasonable)
engaging messaging
(around pain)
differentiation, remarkable?
(that’s actually different)
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46. blog topics keyword recommendations
email topics guest blogging recommendations
content recommendations landing page mock ups
website design comps email template designs
keyword research recommendations for tip guides
content sourcing ideas corporate identity improvements
call to actions website structure recommendations
ideas for No Risk Offers sales process improvements
ideas for Low Risk Offers lead nurturing emails
ideas of Direct Business Offers sales materials
webinar recommendations public relations suggestions
sales process improvements print advertising
video SEO recommendations direct mail
video production ideas web advertising
social media recommendations marketing software recommendations
sales outreach marketing goals, analytics, reports
sales templates for follow up
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47. IMPLEMENTATION IS EASY
(EASIER?)
• Minimizes strategy
conversations and
focuses on tactics
• Keeps clients focused
• Give us an approved
plan to refer to
• Minimizes rework
• Improves profitability
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48. Tracking and Testing
• Planning sets
expectations; overall
and by tactic
• Clients experience
continuous
improvement
• Heavy dose of analytics
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49. net promoter score performance
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50. net promoter score performance
The average Net Promoter Score among
the companies surveyed was 10 to 15.
A small handful of companies have
achieved a Net Promoter Score of at
least 50 percent, defined as "World
Class."
Not surprisingly, companies with a World
Class Net Promoter Score are the
growth stories of the economy:
Apple, Google and Harley-Davidson.
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51. happy clients

52. THANK YOU!
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53. We’re passionate about helping businesses
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54. If you would like a copy
of the
presentation, email me
Mike@Square2Marketing.com
@Mike2Marketing
spend 30 minutes
talking about how to
get marketing strategy
into your client
engagement ?
#inbound12

55. Q’s?