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The 365 day growth plan from outbound agency to 3 x revenue growth in one year
The document summarizes Sales Communications' journey from an outbound telemarketing agency to a successful inbound marketing agency. They realized outbound was no longer working and decided to go all-in on inbound after attending HubSpot's Inbound conference in 2014. This included producing content, webinars, and becoming a top HubSpot partner. The results were dramatic - revenue grew 3x in one year. They also improved processes like qualifying leads and implementing a customer commitment process to ensure success. The document emphasizes that inbound requires commitment from both agencies and clients to develop scalable, predictable businesses.
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The 365 day growth plan from outbound agency to 3 x revenue growth in one year
- 1. INBOUND15 THE 365 DAYGROWTH PLAN: FROM OUTBOUND AGENCY TO 3X REVENUE GROWTH IN ONE YEAR A Company Story of Why & How JANI AALTONEN & TOMI YRJÖLÄ Sales Communications Oy
- 2. 1. SALES COMMUNICATIONS 2.OUR JOURNEY 3. GOING INBOUND 4. HOW WE’RE ORGANIZED 5. WORKING WITH HUBSPOT & WHAT WE’VE LEARNED AGENDA
- 3. INBOUND15 ”How many ofyou are HubSpot partners?”
- 4. INBOUND15 ”How many ofyou are going to be HubSpot partners?”
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- 6. INBOUND15 Founded in May2012 An Inbound Marketing & Sales Agency that helps S&M businesses…. What Is Sales Communications? Generate Leads Grow Their Business Transform, conquer the digital
- 7. INBOUND15 Jani & Tomi üBack in 1997… ü #1 radio stations ü Finland’s first online chat ü World’s first mobile radio ü SBS Programmers of the Year 2000 – globally
- 8. INBOUND15 • We teachthe new playbook of digitalized sales and marketing • Operate with clients primarily in Northern Europe • Inbound: From Smarketing strategy to planning and content • Marketing As Service (MaaS) partner for currently over 35 clients • 100% inbound – practice what u preach! What We Do
- 9. INBOUND15 Where We Are •Based in Helsinki, the Capital • Finland, population totals 5,4 million • World’s northernmost country per averagesquare mile • Home of Nokia (or was…)
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- 12. INBOUND15 “Economic growth isprojected to resume in 2015 after three years of contraction. Nevertheless, sluggish incomes and high unemployment will continue to weigh on private consumption and remaining spare capacity will delay investments...” What happened, man? http://www.oecd.org/eco/outlook/finland-economic-forecast-summary.htm
- 13. INBOUND15 Why we loveto be here Inbound2014 Inbound201512 months
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- 16. INBOUND15 The GREAT Innovation occurs when youJUMP to the next curve ” Guy Kawasaki Chief Evangelist of Canva
- 17. INBOUND15 0 250000 500000 750000 1000000 1250000 2004 2005 20062007 2008 2009 2010 2011 2012 2013 2014 2015 Axession (outbound telemarketing) Sales Comminucations (inbound marketing) Startofthe nextcurve
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- 19. INBOUND15 The Outbound Days2003 - 2013R.I.P.
- 20. INBOUND15 0 250000 500000 750000 1000000 1250000 2004 2005 20062007 2008 2009 2010 2011 2012 2013 2014 2015 AXESSION (outbound telemarketing) A BID WAS MADE LIFE WAS GOOD
- 21. INBOUND15 Outbound services Sales pitchList of leads (Excel) Booked customer meetings 2 500 € 1,75 € 195 € / each
- 22. INBOUND15 Sales training How toget meetings SuperDay Various training to get more meetings and activity to sales Tämä slide pois
- 23. INBOUND15 We had 686customers in 10 years
- 24. INBOUND15 When we startedaverage telemarketer would get 12 meetings in one day When we quit the number was 0,65
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- 26. INBOUND15 Change in theair If you book them they will come?
- 27. INBOUND15 Change is reallyhard sometimes.
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- 30. INBOUND15 Let’s go digital… = Sendemail blasts
- 31. INBOUND15 WE SENT OVER1 000 000 EMAILS IN 90 DAYS
- 32. INBOUND15 Jani, you are THEBIGGEST SPAMMER in the whole of Scandinavia! You need to stop before you get in to trouble. ” William Naversten Our Partner from Element AB
- 33. INBOUND15 I’m not goingto stop untill I have enough evidence that this is NOT WORKING! ”
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- 35. INBOUND15 End of story…No more!
- 36. INBOUND15 Your Old Customers... ...maybuy the new services, but many will eventually leave!
- 37. INBOUND15 HubSpot was doingthe right things A philosophy. An attitude. Also some great software.
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- 39. INBOUND15 2012 2013 2014>> 7 licences sold in a year 0 licences sold in a year 17 licences sold in a year
- 40. INBOUND15 Everybody wanted to justsell us software HubSpot was the only one who sold (an delivered) a partnership..
- 41. INBOUND15 The decision togo inbound ”Do it!
- 42. INBOUND15 The decision togo inbound
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- 45. INBOUND15 4 months ofthinking…
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- 47. INBOUND15 2 months ofthinking…
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- 51. INBOUND15 It took over6 months to jump onboard!
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- 53. INBOUND15 We Realized That WithoutInvestments… … you don’t stand a chance!
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- 56. INBOUND15 @INBOUND2014 WE MADETHE DECISION TO GO ALL ORANGE!
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- 58. INBOUND15 One of ourmost important pictures ever!
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- 60. INBOUND15 Timeline START SILVER GOLDPLATINUM April 4, 2014 June, 2014 September, 2014 End of 2015
- 61. INBOUND15 Thank You 4the Mohitos!
- 62. INBOUND15 • We startedproducing lots of the right content for our buyer personas • Blogs: Sales Communications / janiaaltonen.net • Got our keywords in order • Started weekly webinars (over 2 000 people have attended) • Became the most proactive content marketer on the agency scene After inbound 2014
- 63. INBOUND15 We started producinglots of the right content for our buyer personas
- 64. INBOUND15 Started weekly webinars(over 2 000 people have attended)
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- 66. INBOUND15 Our Own Serieson Growth Podcasts
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- 70. INBOUND15 #1 HubSpot Partnerin Finland Marketing Grader!
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- 72. INBOUND15 4 HOW WE’REORGANIZED
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- 74. INBOUND15 Sales & Marketing Customers& Projects Production & resources
- 75. INBOUND15 1. Content toget the right traffic to our site … AND CONVERT! 2. We use the HubSpot salestool (CRM) to track the ”Active today” list 3. Lead qualification is done by our sales team (2 persons) 4. 1st call is made if the lead is ok (sales qualified) Sales & Marketing
- 76. INBOUND15 Criteria Emphasis Is therea need? 40% Is the decision maker involved? 25% Do they want to change? 10% Is the companythe right size? 15% Level of diginativeness? 5% Do they want to grow? 5% Qualifying Criteria
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- 80. INBOUND15 • Conversion rate •Number of marketing qualified leads • Number of open leads • How many opportunities closing this week / month? • How does the next month look like? KPI’s (new customer)
- 81. INBOUND15 Our sales process? It’sour take on HubSpot’s inbound agency retainer model*… *Aidan O’Leary / Clodagh Higgins
- 82. INBOUND15 Started off… Convert >>Nurture >> Sell >> Close >> MaaS
- 83. INBOUND15 Did the simplemodel work? Blog E-book Webinar Whitepaper Free €0 Hire Us MaaS contract €750-7200 *adapted from Aidan O’Leary / Clodagh Higgins Objective? A quick, efficient sell.
- 84. INBOUND15 cvcv Free Sales Process 2015 TryUs Work with Us Hire Us Grow with Us *adapted from Aidan O’Leary / Clodagh Higgins Blog E-book Webinar Whitepaper Assessment Strategy session Workshop Training Strategy projects MaaS contract Websites HubSpot VAR Personnel Certificates Pro > Enterprise €0 €0-1500 €1500-8000 €750-7200 30K >> +100K
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- 86. INBOUND15 33 % of therevenue comes from retainers
- 87. INBOUND15 80 % of therevenue comes from clients that have retainer deals
- 88. INBOUND15 20 % of therevenue comes from website projects that converts into retainer deals by 60%
- 89. INBOUND15 Our Strategy in2015? Get the Chi Scores Up! More activity. More results. Customers need help…
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- 91. INBOUND15 Customer Commitment Process Marketing performance call 7DAYSTask & To-do call Idea call Task & To-do call 7DAYS 7DAYS 1st week of the month Show the customer how their marketing is performingand give them ideas how to make itbetter. Tie marketinginto their business goals. 2nd week of the month Go through what needs to be done next and agree the resources to do it. 3rd week of the month Give customer a few ideas on how to improve their marketing. Occasionally HubSpot Channel Manager will join and give input. 4th week of the month Go through what needs to be done next and agree the resources to do it.
- 92. INBOUND15 Customer Commitment Process Marketing performance call 7DAYSTask & To-do call Idea call Task & To-do call 7DAYS 7DAYS 1st week of the month Show to the customer how their marketing is performingand give them ideas how to make itbetter. Tie marketinginto their business goals. 2nd week of the month Go through what needs to be done next and agree on the resources to do it. 3rd week of the month Give customer a few ideas on how to improve their marketing. Occasionally HubSpot Channel Manager will join and give input. 4th week of the month Go through what needs to be done next and agree the resources to do it.
- 93. INBOUND15 Customer Commitment Process Marketing performance call 7DAYSTask & To-do call Idea call Task & To-do call 7DAYS 7DAYS 1st week of the month Show to the customer how their marketing is performingand give them ideas how to make itbetter. Tie marketinginto their business goals. 2nd week of the month Go through what needs to be done next and agree the resources to do it. 3rd week of the month Give customer ideas on how to improve their marketing. Occasionally a HubSpot Channel Manager will join and give input. 4th week of the month Go through what needs to be done next and agree the resources to do it.
- 94. INBOUND15 Customer Commitment Process Marketing performance call 7DAYSTask & To-do call Idea call Task & To-do call 7DAYS 7DAYS 1st week of the month Show to the customer how their marketing is performingand give them ideas how to make itbetter. Tie marketinginto their business goals. 2nd week of the month Go through what needs to be done next and agree the resources to do it. 3rd week of the month Give customer a few ideas on how to improve their marketing. Occasionally HubSpot Channel Manager will join and give input. 4th week of the month Go through what needs to be done next and agree on the resources to do it.
- 95. INBOUND15 We Show OurPricing! Because we want our customers to know how much money they need to spend!
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- 100. INBOUND15 5 WORKING WITHHUBSPOT & WHAT WE ’VE LEARNED
- 101. INBOUND15 The big picture SalesProduction Customer happiness
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- 104. INBOUND15 • Bi-weekly salescall • Bi-weekly customer / development & CHI call • 24/7 support >> amazing! Together
- 105. INBOUND15 Receiving end? • Howto make a better business • Grow the market! • Sales, campaigns ideas, nurturing clients…
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- 107. INBOUND15 • Inbound requiresa new business model, with its own kpi’s and metrics • We’re selling change management, a new way of engaging with one’s environment • Inbound works – we’re living proof (more importantly, so are our customers) • Understanding our ideal customers is critical • Inbound – and HubSpot – offer a real opportunity to develop a scalable business • The early adopters are gradually giving way to new volumes of prospects, so sales is changing What we have learned
- 108. INBOUND15 Inbound requires anew business model, with its own distinct capabilities & kpi’s
- 109. INBOUND15 We sell changemanagement, a new way of engaging in a digital ecosystem
- 110. INBOUND15 Inbound works –we’re living proof (more importantly, so are our customers)
- 111. INBOUND15 Understanding our idealcustomers is critical
- 112. INBOUND15 Inbound – andHubSpot – offers a real opportunity to develop a scalable business
- 113. INBOUND15 The early adoptersare still buying - but the market is maturing. So our approach is also evolving…
- 114. INBOUND15 • Business ismore predictable • Commitment goes both ways • Buying and using the service is relatively easy • The barriers to entry can be migitated with the right packages • Flexible usage of resourced hours Retainers
- 115. INBOUND15 For us, businessis predictable
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- 117. INBOUND15 Buying and usingthe service is relatively easy
- 118. INBOUND15 The barriers toentry can be migitated with the right packaging
- 119. INBOUND15 Flexible usage ofresourced hours
- 120. INBOUND15 SAY NO IFTHE CUSTOMER FIT IS BAD
- 121. INBOUND15 1. Is therea real need? 2. How digital are they? 3. How committed is top management? 4. Do they understand that content marketing is expensive? 5. What is their willingness to change? 6. Are they used to buying services? How to say no / when to say no…
- 122. INBOUND15 Pay them whatthey ’re worth.
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