how to be a marketing agency in a smarketing world

How to Be a Marketing Agency in a SMarketing World: Recommendations From HubSpot's VP of Sales

Mark Roberge (@markroberge ) #smarketing

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Agenda

• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New

Business

There’s Too Much Focus on “Branding”

Photo: Flickr, jvleis

There’s Too Much Focus on “Fluffy” Services

Photo: Flickr, Andreas Solberg

There’s Too Much Focus On the Marketing Team

Photo: Flickr, CJ Storm

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Agenda

• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New

Business

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Inbound Marketers: Focus on The Funnel

Target Market

Website Visitors

Leads

Opportunities

Customers

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Generate more Web Visitors: Blog & Social Media

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Convert Visitors to Qualified Leads: Test Conversions

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Leads to Customers: Email, Nurturing, Lead Intelligence

Measure Every Step

Photo: Flickr, StevenHarris

4 Steps = More Traffic, More Leads, More Sales, Analyze

Photo: Flickr, Matt Niemi

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Agenda

• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New

Business

One-Off Projects = Tough; Retainers = Scalable

Photo: Flickr, Anders Adermark

Stop Trying to Fit Into a Client’s Project or Budget

Photo, Flickr ePublicist

Focus on Ongoing Services and Retainability

Photo: Flickr, Mr T in DC

Move from “Projects” to “Processes”

Photo: Flickr, The Henry Ford

Think About First Project as “Bait” to Upsell Retainer

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Agenda

• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New

Business

Focus on “Turning on” the Leads

Photo: Flickr, Jacob Barss-Bailey

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Focus on the Services that Make Leads Possible

Blogging/SEO/Social Media

Landing Page Creation / Testing

Sales & Marketing Alignment

Marketing ROI Analysis

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Set a Leads Goal – Both Quantity and Quality

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Agenda

• What are Agencies Currently Offering? • What do I want from an Agency?• What Should Agencies Do: Retainers• What Should Agencies Do: Focus on the Leads• What Should Agencies Do: Predictable New

Business

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Consider Niche-ing Yourself

By GeographyEx: Boston

By ServiceEx: Blogging

By IndustryEx: Law

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Example: Demand Creation Specialists

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Example: The Service Coach

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Example: Park Street Designs

Don’t Get Lost – Stand Out!

Photo: Flickr, Robinn

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To Get Help With These Strategies…

http://www.hubspot.com/partners/marketing-agency-consultation-request