delivering diamond results -- the process behind how square 2 marketing retains 90%+ of their...

#INBOUND14

Delivering Diamond Results

The Process Behind How Square 2 Marketing Retains 90%+ of Their Clients

Mike Lieberman

Chief Inbound Scientist, Square 2 Marketing

Fun fact: Recovering advertiser, once spent $85,000 on a single page ad in a magazine

@Mike2Marketing

MIKELIEBERMAN

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

#INBOUND14

1 BACKGROUND – Who We Are and How We Got Here

#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

#INBOUND14

2 THE METHOD - How We Do It

#INBOUND14

We Eat Our Own Dog Food When It Comes To Marketing

#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!

#INBOUND14

These dogs are wanted in seven states for tax evasion & fraud.

Our Sales Process Is Regimented and Disciplined

#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)

#INBOUND14

Our Teams Are Structured Around Our Clients

#INBOUND14

The HIVE

Our teams are called Hives with the CLIENT at the center of the Hive

#INBOUND14

Our Hives

Interactive

Consultant

Editor

Consultant

Clients

Strategist

Consultant

Copy Architect

Support

PM -MCR

Copy Architect

Copy Architect

#INBOUND14

Our Hives withShared Resources

Creative Director

Content Director

Graphic Design

Interactive

Consultant

Editor

Consultant

Clients

Strategist

Consultant

Copy Architect

Support

PM -MCR

Copy Architect

Copy Architect

#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

#INBOUND14

The Engagement Methodology Is Rigid By Design

#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

#INBOUND14

Phased Approach

• Planning

• Foundation

• Implementation

• Optimization

• Planning Again

#INBOUND14

Always Be Teaching

• What, How, Why

• Daily Education

• Weekly Reminders

• Monthly Reporting

#INBOUND14

Work On The Renewal Throughout The Engagement

#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

#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

#INBOUND14

3 THE PEOPLE – Only The Best

#INBOUND14

Core Values – Impact Daily Decision Making

#INBOUND14

Core Values

• Every Client Is A Raving Fan

• No Fluff

• Remarkable or Nothing

• Always Be Teaching

• Practice What You Preach

• Team Equals Family

#INBOUND14

Cultural Imperatives –Guides Our Behaviors and Actions

#INBOUND14

Cultural Imperatives

• Positive

• Light Hearted

• Agile

• Confident

• Empathetic

• Solutions Oriented

#INBOUND14

We Recruit For Every Role Every Day

#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)

#INBOUND14

Regular Reviews

Quarterly Scorecards on Attitude and Aptitude with Quantitative Results

#INBOUND14

RESULTS IMPACT COMPENSATION DIRECTLY

Feed the EAGLES and Starve the TURKEYS – top performers get quarter raises based on quantitative performance

#INBOUND14

4 THE RESULTS – What We Do For Clients

#INBOUND14

Get Them Results

#INBOUND14

IT COME DOWN TO ONE THING

If you get them leads, they’re happy!

#INBOUND14

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

#INBOUND14

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

You have to make them feel safe and comfortable

#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

#INBOUND14

If You Don’t Get Them Leads, None Of That Matters

#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

#INBOUND14

We’ve Always Take A Very Scientific Approach To Inbound

#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

#INBOUND14

5 TOP 10 LESSONS LEARNED –What You Should Consider Doing

#INBOUND14

Lesson 1 –Don’t Go Forward Without Strategy

#INBOUND14

Lesson 2 – Proceed With Caution On Freelancers

#INBOUND14

Lesson 3 – Be Proactive With Clients…No Matter What

#INBOUND14

Lesson 4 – Don’t Proceed Without Some Type Of Marketing Automation

#INBOUND14

Lesson 5 –Document Everything

#INBOUND14

Lesson 6 – Hire The Best People…And Then Nurture Them

#INBOUND14

Lesson 7 – Track Everything Daily, Weekly and Monthly

#INBOUND14

Lesson 8 – Don’t Underestimate The Importance Of Your Culture

#INBOUND14

Lesson 9 –Innovate Constantly

#INBOUND14

INBOUND SALES• Strategy and Plan• Process Redesign• Tools• Training• Ongoing Coaching

#INBOUND14

NEW eMAGAZINE• Cut through the clutter• Improve email marketing

results• Support the community• Educate• Test new ad revenue model

#INBOUND14

Lesson 10 – Get Help Sooner Than Later

#INBOUND14

6 COMMUNITY BUILDING – What We Can Do Together

#INBOUND14

You’re NOT Alone

#INBOUND14

You’re NOT Alone

mike@square2marketing.com215-491-0100215-880-6290@Mike2Marketing

#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

#INBOUND14

Come And Spend The Week

#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

#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

#INBOUND14

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

#INBOUND14

More QUESTIONS ?