delivering diamond results [inbound 2014]
DESCRIPTION
Ever wonder to yourself, “how do the best HubSpot Partners manage the engagements for their accounts?” In this session, Mike Lieberman, Chief Marketing Scientist of Square 2 Marketing (HubSpot’s first Diamond Partner) will pull back the curtain and show how his team delivers shocking inbound marketing results for their largest clients. He’ll walk attendees through how they staff their $10,000+ per month engagements, the tools they use in addition to HubSpot, and how their team measure results and compensate the team. Bonus Offer: Square 2 Marketing will invite one agency owner, selected from the attendees in the session, to spend a week with them in their Philadelphia office, immersed in their culture and operation.TRANSCRIPT
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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
MIKE LIEBERMAN
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
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1 BACKGROUND – Who We Are and How We Got Here
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• 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
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2 THE METHOD - How We Do It
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We Eat Our Own Dog Food When It Comes To Marketing
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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!
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These dogs are wanted in seven states for tax evasion & fraud.
Our Sales Process Is Regimented and Disciplined
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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)
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Our Teams Are Structured Around Our Clients
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The HIVE
Our teams are called Hives with the CLIENT at the center of the Hive
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Our Hives
Interactive
Consultant
Editor
Consultant
Clients
Strategist
Consultant
Copy Architect
Support
PM - MCR
Copy Architect
Copy Architect
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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
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• 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
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The Engagement Methodology Is Rigid By Design
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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
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Phased Approach
• Planning
• Foundation
• Implementation
• Optimization
• Planning Again
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Always Be Teaching
• What, How, Why
• Daily Education
• Weekly Reminders
• Monthly Reporting
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Work On The Renewal Throughout The Engagement
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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
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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
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3 THE PEOPLE – Only The Best
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Core Values – Impact Daily Decision Making
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Core Values
• Every Client Is A Raving Fan
• No Fluff
• Remarkable or Nothing
• Always Be Teaching
• Practice What You Preach
• Team Equals Family
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Cultural Imperatives – Guides Our Behaviors and Actions
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Cultural Imperatives
• Positive
• Light Hearted
• Agile
• Confident
• Empathetic
• Solutions Oriented
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We Recruit For Every Role Every Day
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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)
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Regular Reviews
Quarterly Scorecards on Attitude and Aptitude with Quantitative Results
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RESULTS IMPACT COMPENSATION DIRECTLY
Feed the EAGLES and Starve the TURKEYS – top performers get quarter raises based on quantitative performance
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4 THE RESULTS – What We Do For Clients
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Get Them Results
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IT COME DOWN TO ONE THING
If you get them leads, they’re happy!
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They’re nervous, anxious, maybe even worried about getting fired.
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They’re nervous, anxious, maybe even worried about getting fired.
You have to make them feel safe and comfortable
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• 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
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If You Don’t Get Them Leads, None Of That Matters
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• 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
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We’ve Always Take A Very Scientific Approach To Inbound
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• 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
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5 TOP 10 LESSONS LEARNED – What You Should Consider Doing
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Lesson 1 – Don’t Go Forward Without Strategy
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Lesson 2 – Proceed With Caution On Freelancers
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Lesson 3 – Be Proactive With Clients…No Matter What
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Lesson 4 – Don’t Proceed Without Some Type Of Marketing Automation
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Lesson 5 – Document Everything
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Lesson 6 – Hire The Best People…And Then Nurture Them
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Lesson 7 – Track Everything Daily, Weekly and Monthly
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Lesson 8 – Don’t Underestimate The Importance Of Your Culture
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Lesson 9 – Innovate Constantly
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INBOUND SALES • Strategy and Plan • Process Redesign • Tools • Training • Ongoing Coaching
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NEW eMAGAZINE • Cut through the clutter • Improve email marketing
results • Support the community • Educate • Test new ad revenue model
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Lesson 10 – Get Help Sooner Than Later
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6 COMMUNITY BUILDING – What We Can Do Together
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You’re NOT Alone
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You’re NOT Alone [email protected] 215-491-0100 215-880-6290 @Mike2Marketing
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• 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 [email protected]
2Inbound – The Magazine
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Come And Spend The Week
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" 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
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" 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
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We’re ALL IN on INBOUND…..join the fun!!!!!
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More QUESTIONS ?