Mike Lieberman of Square 2 Marketing discusses how they retain 90% of their clients through an inbound marketing methodology. They have a regimented sales process involving discovery calls, diagnostic meetings, and design meetings. Their team is structured into "Hives" centered around each client. Through regular planning, education of clients, and always working on renewal, they are able to deliver results to clients in the form of leads and achieve a high retention rate.

1. #INBOUND14
Delivering Diamond Results
The Process Behind How Square 2 Marketing Retains 90%+ of Their Clients
Mike Lieberman
Chief Inbound Scientist, Square 2 Marketing

2. Fun fact: Recovering advertiser, once spent $85,000 on a single page ad in a magazine
@Mike2Marketing
MIKELIEBERMAN

3. 1
Background –who we are and how we got here
2
The Method –how we do it
3
The People –only the best
4
The Results –what we do for clients
5
Lessons Learned –what you should consider
6
Community Building –what we can do together

4. #INBOUND14
1
BACKGROUND –Who We Are and How We Got Here

5. #INBOUND14
•
Clients all over the country and two clients outside the U,S.
•
45 team members, both in office and remote
•
1 freelancer (specialize content writer for picky client)
•
On pace to do $5 million in revenue this year
•
10% net profit
•
42 active clients
•
$11,000 average MRR
•
0 projects
•
75 HubSpot clients; $620,000 in annual licensing revenue
Who We Are -The Highlights

6. #INBOUND14
2
THE METHOD -How We Do It

7. #INBOUND14
We Eat Our Own Dog Food When It Comes To Marketing

8. #INBOUND14
Our Own Inbound Marketing Methodology
•
Dedicated Inbound Marketing Manager
•
Monthly goals for website traffic, conversions and leads
•
Defined sales process
•
Weekly KPI Review
•
Onsite SEO
•
Off Site SEO
•
Social Media on all major networks
•
Guest Blogging on multiple sites
•
Blogging five times a week
•
Quarterly Webinars
•
Monthly Content Publication
•
Annual Site Relaunches
•
Monthly adjustments to the site
•
Lead Nurturing
•
Social Media PPC (when we need extra push)
•
Conversion Assist Optimization
•
Speaking –multiple times per month
•
Educational email
•
Best of the blog email
•
Video Marketing Minute (twice a month)
•
New Tactic Launching!

9. #INBOUND14
These dogs are wanted in seven states for tax evasion & fraud.
Our Sales Process Is Regimented and Disciplined

10. #INBOUND14
Our Own Inbound Sales Process
•
All inbound leads are followed up personally the same day they come in
•
All inbound leads get a 30 minute Discovery Call
•
If Qualified, they get a 90 minute Diagnostic Meeting
•
If Qualified, they get a 90 minute Design Meeting
•
Followed by a 30 minute follow up call
•
Prospects who want to hire us, get a two page Marketing Services Agreement with a more detailed Statement of Work
•
Process delivers four new clients per month (on average)

11. #INBOUND14
Our Teams Are Structured Around Our Clients

12. #INBOUND14
The HIVE
Our teams are called Hives with the CLIENT at the center of the Hive

13. #INBOUND14
Our Hives
Interactive
Consultant
Editor
Consultant
Clients
Strategist
Consultant
Copy Architect
Support
PM - MCR
Copy Architect
Copy Architect

14. #INBOUND14
Our Hives with
Shared Resources
Creative Director
Content Director
Graphic Design
Interactive
Consultant
Editor
Consultant
Clients
Strategist
Consultant
Copy Architect
Support
PM - MCR
Copy Architect
Copy Architect

15. #INBOUND14
•
Hives target is $135,000 in monthly reoccurring revenue
•
Roughly 12 clients
•
Work between 45 and 50 hours per week
•
Target is to be 70% billable
•
Target is 80 Net Promoter Score
•
90% retention rate of retainable clients
Key Metrics

16. #INBOUND14
The Engagement Methodology Is Rigid By Design

17. #INBOUND14
Regular Planning
•
Initial strategy -first 45 Days
•
Any required adjustments and content planning -every three months
•
Reconnect with clients overall business strategy -annually
•
Program optimization around results -monthly

18. #INBOUND14
Phased Approach
•
Planning
•
Foundation
•
Implementation
•
Optimization
•
Planning Again

19. #INBOUND14
Always Be Teaching
•
What, How, Why
•
Daily Education
•
Weekly Reminders
•
Monthly Reporting

20. #INBOUND14
Work On The Renewal Throughout The Engagement

21. #INBOUND14
During The Engagement
•
Rolling 12 Months Goal Tracking and Projections
•
Keep Track of Tactics Discussed But Not Implemented
•
Continuously Recommend New Tactics
•
Maintain Parking Lot of Suggestions
•
Help Them Plan Year 2, Including Your Involvement

22. #INBOUND14
Toward The End Of The Engagement
•
Start With Three Months Remaining
•
Show Them Year Two
•
Provide Full Set of Recommendations (whether you’re doing it or not)
•
Co-Create Final Program
•
Make Them “a little” Uncomfortable

23. #INBOUND14
3
THE PEOPLE –Only The Best

24. #INBOUND14
Core Values –Impact Daily Decision Making

25. #INBOUND14
Core Values
•
Every Client Is A Raving Fan
•
No Fluff
•
Remarkable or Nothing
•
Always Be Teaching
•
Practice What You Preach
•
Team Equals Family

26. #INBOUND14
Cultural Imperatives – Guides Our Behaviors and Actions

27. #INBOUND14
Cultural Imperatives
•
Positive
•
Light Hearted
•
Agile
•
Confident
•
Empathetic
•
Solutions Oriented

28. #INBOUND14
We Recruit For Every Role Every Day

29. #INBOUND14
Getting Hired
•
Resume Screen
•
Social Media and Content Review
•
Culture Phone Screen
•
Interview with Team
•
Interview with ME (for mid level roles and up)
•
Presentation to the Team (for most roles)

30. #INBOUND14
Regular Reviews
Quarterly Scorecards on Attitude and Aptitude with Quantitative Results

31. #INBOUND14
RESULTS IMPACT COMPENSATION DIRECTLY
Feed the EAGLES and Starve the TURKEYS –top performers get quarter raises based on quantitative performance

32. #INBOUND14
4
THE RESULTS –What We Do For Clients

33. #INBOUND14
Get Them Results

34. #INBOUND14
IT COME DOWN TO ONE THING
If you get them leads, they’re happy!

35. #INBOUND14
They’re nervous, anxious, maybe even worried about getting fired.

36. #INBOUND14
They’re nervous, anxious, maybe even worried about getting fired.
You have to make them feel safe and comfortable

37. #INBOUND14
•
Weekly Email Updates
•
Monthly Progress Reports
•
Bi-weekly Conference Calls
•
Daily email and phone conversations with clients
•
Regular Net Promoter and Check In Calls with me
•
Highlight the successes
Here’s How We Do That

38. #INBOUND14
If You Don’t Get Them Leads, None Of That Matters

39. #INBOUND14
•
We wont take an engagement without strategy work
•
We set performance expectations and goals before we start
•
We track and reset these monthly
•
We know what inbound marketing tactics deliver what results
•
We won’t take an engagement if the client isn’t willing to pay for the tactics they need
•
The team is trained on inbound marketing optimization
•
They track and review program performance daily and optimize it weekly
Here’s How We Do That

40. #INBOUND14
We’ve Always Take A Very Scientific Approach To Inbound

41. #INBOUND14
•
Test new stuff on us first
•
If it works, trial it with clients…be transparent
•
If it works for them too, make it part of SOP
•
We don’t like to learn how to do inbound at our client’s expense
•
Try everything that makes sense
•
Fail fast and try lots of different experiments
•
Testing isn’t just about marketing tactics
•
Get the team involved
Here’s How We Do That

42. #INBOUND14
5
TOP 10 LESSONS LEARNED – What You Should Consider Doing

43. #INBOUND14
Lesson 1 –
Don’t Go
Forward
Without
Strategy

44. #INBOUND14
Lesson 2 –Proceed With Caution On Freelancers

45. #INBOUND14
Lesson 3 –Be Proactive With Clients…No Matter What

46. #INBOUND14
Lesson 4 –Don’t Proceed Without Some Type Of Marketing Automation

47. #INBOUND14
Lesson 5 – Document Everything

48. #INBOUND14
Lesson 6 –Hire The Best People…And Then Nurture Them

49. #INBOUND14
Lesson 7 –Track Everything Daily, Weekly and Monthly

50. #INBOUND14
Lesson 8 –Don’t Underestimate The Importance Of Your Culture

51. #INBOUND14
Lesson 9 –
Innovate Constantly

52. #INBOUND14
INBOUND SALES
•
Strategy and Plan
•
Process Redesign
•
Tools
•
Training
•
Ongoing Coaching

53. #INBOUND14
NEW eMAGAZINE
•
Cut through the clutter
•
Improve email marketing results
•
Support the community
•
Educate
•
Test new ad revenue model

54. #INBOUND14
Lesson 10 –Get Help Sooner Than Later

55. #INBOUND14
6
COMMUNITY BUILDING –What We Can Do Together

56. #INBOUND14
You’re NOT Alone

57. #INBOUND14
You’re NOT Alone
mike@square2marketing.com
215-491-0100
215-880-6290
@Mike2Marketing

58. #INBOUND14
•
About YOU!
•
Submit Articles
•
Submit Success Stories
•
Submit Ideas
•
Sell Ads –Revenue Share
•
Advisory Board
•
Surveys and Polls
•
We’ll Share All The Results and Key Learnings With You
•
Editorial Calendar –October is Website, November is
•
Submit articles and inquires to lmoreno@2inbound.com
2Inbound –The Magazine

59. #INBOUND14
Come And Spend The Week

60. #INBOUND14
Fill out this form
Selected at random
Spend the week with us ON US
Come to meetings, meet the team, visit with clients
Ask Us ANYTHING!
LANDING PAGE STILL NEEDS TO BE ENTERED IN HERE
ONE Lucky Attendee Is Coming…ON US

61. #INBOUND14
If you love selling but service is challenging
If you love servicing but selling is challenging
If you’re concerned about trying to “figure it out” on your own
If you’re all in on Inbound and share our vision
If you want to be part of a bigger team
We should talk!
We’re Buying Agencies

62. #INBOUND14
We’re ALL IN on INBOUND…..join the fun!!!!!

63. #INBOUND14
More QUESTIONS ?