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The Problems at Small Marketing Agencies & How to Fix Them
The document outlines how inbound marketing and HubSpot can enable agencies to achieve sustainable growth through strategies like creating retainer models and improving client retention. It highlights the benefits of inbound marketing compared to traditional methods, such as lower costs per lead and increased lead generation. Additionally, it discusses common challenges faced by agencies and how HubSpot can address these issues through effective methodologies and tools.
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The Problems at Small Marketing Agencies & How to Fix Them
- 1. Inbound Marketing forAgencies How Inbound Marketing and HubSpot can Help Agencies Achieve Sustainable Growth Peter Caputa IV VP Sales, HubSpot
- 2. Why HubSpot CaresAbout Agencies
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- 5. Your Goals =Our Goals From projects to retainers: eliminate cash flow variability Larger and longer retainers: higher revenue per client Build funnel of opportunities: sign up the right clients only Repeatable sales process: no guessing. no waiting. Repeatable delivery processes: enable you to control strategy and outcomes. Deliver unquestionable ROI: retention and referrals Never ending upsell opportunities: retention and growth
- 6. AGENDA 1 Whatis Inbound? 2 Why Inbound? 3 Inbound and Agencies 4 Common Marketing Agency Challenges 5 HubSpot’s Agency Grader 6 Benchmarking Your Agency 7 Q&A
- 7. 1 What isInbound Marketing?
- 8. 86% skip TVads THE OLD MARKETING PLAYBOOK BROKEN. 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened IS
- 9. Inbound updates theplaybook based on the way people buy today. Your Content Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site.
- 10. Inbound updates theplaybook based on the way people buy today. Understand Your Buyers: • Personalize your marketing • Identify buyer needs • Understand what content pulls leads through sales funnel Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site.
- 11. The Inbound MarketingMethodology Strangers SEO Blog Sites Mobile Optimization Visitors Calls-to-Action Landing Page Optimization Leads Customers Promoters Social Media Forms Email Optimization CRM Synch # Lead Scoring Sales Alerts Personalized Email + Web + Social Nurturing Feedback Forms Email + Web + Social Engagement ATTRACT CONVERT CLOSE DELIGHT
- 12. 2 Why InboundMarketing?
- 13. A Few Statistics… Inbound leads cost 60% less than outbound leads B2B companies that blog generate 67% more leads per month than those that don’t 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement Blogs give websites 434% more indexed pages and 97% more indexed links Sources: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/ http://www.contentplus.co.uk/ http://www.searchenginejournal.com/ http://contentmarketinginstitute.com/what-is-content-marketing/
- 14. Average Customer ROIafter using Software for 1 Year Attracting Visitors 3.5x Average Increase in Monthly Website Visitors Converting Leads 6.1x Average Increase in Monthly Leads Closing Customers 69% Report Growth in Revenue Source: MIT Sloan graduate student study available at HubSpot.com/ROI
- 15. HubSpot customers seeearly results grow over time 35 30 25 20 15 10 5 0 2.37x 6.12x 6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years Source: MIT Sloan graduate student study available at HubSpot.com/ROI 32.94x 13.75x Months after implementing HubSpot software
- 16. HubSpot's Salesforce Integration Revitalizes Mimio's Marketing HubSpot helps us to improve our entire lead process from increasing acquisition, to enabling segmentation, to sending them off to our sales organization in a more qualified state than we were able to do before. “ Dawn Augiar ” Senior Manager of Digital Marketing Mimio 40% Amount they are exceeding monthly leads goals 70% Increase in year-over-year web traffic #1 Page rank of target keywords Full story: www.hubspot.com/customers/mimio
- 17. AmeriFirst Brings ItsRelationship Based Strategy Online “I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform." “ Dan Moyle ” Creative Director of Marketing AmeriFirst Home Mortgage Full story: www.hubspot.com/customers/amerifirst 3.8x More monthly website traffic after 1 year 51.7x More monthly leads after 1 year 5% Increase in sales after 2 years
- 18. Thermo Fisher ScientificGenerates 30% Of Its Sales-Ready Leads With Inbound Marketing The value in HubSpot is that you can do all of your work within one dashboard. It’s really a one-stop shop. “ ” Sonya Pelia Social Media & SEM MarCom Specialist Thermo Fisher Scientific Full story: www.hubspot.com/customers/thermo-fisher-scientific 30% Of sales-ready leads generated on their website 182% Increase in organic website visitors within 8 months 154% Increase in Twitter following within 8 months
- 19. 3 Inbound andAgencies
- 20. THE MARKETING AGENCYMODEL BROKEN. Agencies are having trouble growing because they’re struggling with… 1. Moving upstream to sell larger clients 1. Building a recurring revenue model 1. Establishing client retention WHY? No defined services offering Still selling project work Not developing a services model that fosters retention & upsell opportunities IS
- 21. But The InboundModel Can Help Fix it… INSTEAD OF STRUGGLING WITH… No defined services offering Still selling project work Not developing a services model that fosters retention INBOUND ENABLES YOU TO… 1. Develop a higher-priced services offering 1. Sell retainer work recurring revenue 1. Deliver ROI through ongoing services. Always be proposing new tactics, campaigns and projects.
- 22. Impulse Creative ScalesBusiness and Increases Retainer Client Revenue 6X with HubSpot Partnership 6X Increase in retainer client revenue in 2 years 5.3X Increase in monthly leads year-over-year HubSpot has not only allowed our agency to embrace the inbound experience, but it has also opened up our agency to being able to transform the way we report progress to our clients. Not only are we generating amazing results, we get to show it to our clients every day through the simple reporting. “ ” Remington Begg Principal, Owner Impulse Creative 3X increase in revenue in 2 years Full story: www.hubspot.com/customers/impulse_creative
- 25. Paul Roetzer’s Books Read this one for yourself: Buy this for your prospective (and existing) clients:
- 26. Drew Himel, PCRAgency, WSI Franchise. $450k to $1.2M in 1 yr.
- 27. 7 Common AgencyChallenges
- 28. Challenge #1: Developingan Agency Operating Systems
- 29. The HubSpot PartnerProgram Methodology
- 30. Have a Planfor Everything
- 31. Challenge #2: MarketingYour Agency
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- 34. Market Your Agency http://bit.ly/YhJIoW
- 35. Challenge #3: Pricingand Packaging
- 36. HubSpot Partner PricingModels
- 37. Increase Prices asYou Get Better http://www.pr2020.com/pricing/packages
- 38. Challenge #4: SellingConsultatively
- 39. You Must StopSelling Tactics
- 40. You Must StopSelling. Start Selecting… http://blog.hubspot.com/sales/data-proof-that-sales-qualification-improves-close-rates
- 41. You Must Quantifythe Impact http://offers.hubspot.com/inbound-marketing-calculator
- 42. You Must Followa Process
- 43. Challenge #5: DeliveringServices Repeatably
- 44. You Must CreateContent WITH & FOR Clients http://www.square2marketing.com/blog/content-marketing-use-the-hub-and-spoke-system-for-content-strategy
- 45. Run Inbound MarketingCampaigns
- 46. 4 Key Services Blog, Social & SEO CTA’s & Landing Pages Nurturing & Analytics
- 47. 4 Core Services http://offers.hubspot.com/four-core-services-of-inbound-marketing-var
- 48. Once Again, Followa Process….
- 49. ROI 2x, 3x,5x, 10x, 20x
- 50. Challenge #6: ReallyProving ROI
- 51. Reporting Leads &Sales Leads Customers
- 52. Challenge #7: Alwaysbe Selling
- 53. Selling Core Services Blog, Social & SEO CTA’s & Landing Pages Nurturing & Analytics
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- 55. 5 HubSpot’s AgencyGrader
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- 57. Goals, Plans, Challenges,Timeline
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Editor's Notes
- #6 Let’s look at where we are right now. And then talk about how to differentiate in the future. As inbound agencies and HubSpot partners, this is the strategy that most of you have followed. You’ve standardized the packaging and pricing of your services. … into retainers. You’ve largely walked away from project only clients. With these retainer services, you deliver ROI. You grow your clients traffic, leads and sales. Not only do your clients get a clear ROI, your agency has benefited as well… You increased the amt of revenue you get per client. You’ve improved your cash flow. Your increased prices and consistent cash flow have allowed you to invest in your business. Invest in your marketing and sales, growing and developing your people. However, there is one major problem. You’ve followed the same playbook as atleast 1500 other agencies. In a year, there will be 3k other agencies. There’s also plenty of non-HS agencies that do these things too. What will it take to be successful going forward? (PAUSE) Think about your last 5 deals. Did you have any competition? How many have you competed against someone else in this room? How many of you could have any client you wanted? Tomorrow. Call them up and sign em up. No. You probably can’t. Why not? Why? Because – to your prospect – you look similar as other firms. You’re not the ONLY ONE who could possibly serve them better than anyone else. The key to winning in the future will be having unique expertise – that noone else has. Together, we have the potential to really really really drive results for your clients, yourselves and HubSpot… if you all commit to being different from each other, different from any other agency out there. Change this next line to something like “About 9 months ago, I started speaking with agencies who have specialized… I heard over and over again.” I know that many of you are already doing this. I have a few examples I’ll share. In these examples, I’ll show you how specialized agencies have improved close rates, achieve higher prices and margins and faster growth. Introduce David Hopefully, they will inspire you to be 1 of a kind.
- #16 www.hubspot.com/roi http://cdn2.hubspot.net/hub/53/file-523927765-pdf/HubSpotROI_2014.pdf
- #17 Mimio was using multiple platforms for their marketing strategy. They tried unsuccessfully for over a year to integrate their Salesforce CRM with their other marketing tools, an effort that drained developer resources better spent on their actual product. Mimio designs and develops educational technology hardware and software for elementary, high school, and university classrooms.
- #18 AmeriFirst Home Mortgage had a traditional marketing strategy that revolved around direct mail and a few phonebook ads. They knew they were leaving money on the table because they didn't have a strong online strategy and weren’t measuring their marketing results. They were looking for a way to complement their relationship-based way of doing business with an online presence, along with tools to track results. AmeriFirst Home Mortgage is a community mortgage banker with 30 years in the business. First time homebuyers are their specialty. From conventional loans to government-backed programs, they are committed to finding the right mortgage for any homebuyer.
- #19 Due to the complexity of their product offerings, Thermo Fisher Scientific has a long sales cycle in which customers do extensive research before purchasing lab equipment. The marketing team within the Chromatography division was looking for a ways to influence the sales cycle by leading the scientific conversation, improving brand recognition, and converting more leads online. Thermo Fisher Scientific is a leader in the worldwide separations industry with customers in the environmental testing, food safety testing, pharmaceutical and biopharmaceutical, biotech, hospital, research and government regulatory agency labs.
- #23 YouEarnedIt is a flexible employee engagement software platform to recognize people, foster happiness at work, and reward employees for being great. As a rapidly growing start-up, they looked to HubSpot to help provide the guidance, training and tools needed to build awareness, drive more traffic to their website and build a lead generation machine.
- #55 So, the world has changed. Inbound is more effective than ever. You have an amazing opportunity to create campaigns and projects that will really drive client success.