how marketing agencies can outgrow their competition
TRANSCRIPT
How Marketing Firms Can Outgrow Their Competition
Pete Caputa
Value Added Reseller Program
Sales & Marketing Manager
@pc4media
Your Participation, Feedback, Questions are Welcome
• Ask questions on Gotomeeting. • Use @hubspot on Twitter
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
Training Program Launch Delayed. But!
Application: http://www.hubspot.com/partners/training-program/
Master the Inbound Marketing Methodology
5
Leverage a Proven Sales Process
6
Add In-Demand Inbound Marketing Services
7
Learn how to Predict, Measure & Deliver an ROI
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Implement Efficient Client Consulting Processes
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Learn How to Scale-ably Grow Your Business
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You Do NOT Need to Wait for the Training Program…
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PR 20/20
Lynton Web
"Our agency is on pace to grow 130%-150% this year… Obviously there is demand in the market for these [inbound marketing] services.”- Paul Roetzer, PR 20/20
“Joining the [HubSpot ] partner program … has helped me grow my business beyond what I ever would have imagined a year ago,” - Dan Lynton, Lynton Web
Case Studies: http://www.hubspot.com/customer-case-studies/?Tag=partner%20case%20study
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
State of Marketing Services Industry
Very Few Active Retainers Clients
Very Low Dollar Retainers
Very Little Recurring Revenue
Very Few New Clients Per Month
But, Projects are Low Dollars Too!
So, I’m Worried About This… Are You?
Not g
ener
ating
eno
ugh
leads
Cash
flow is
too
varia
ble
Difficu
lty s
igning
up
new c
lient
s
Difficu
lty s
tayin
g up
to d
ate
with te
chno
logy
Retain
ers
are
too
low
Client
con
tract
s ar
e to
o sh
ort
Difficu
lty h
iring
and
reta
ining
em
ploye
es a
nd/o
r con
tract
ors
0
50
100
150
200
250
300
Number of Marketing Agencies/Consultants with Specific Challenges
It’s Time to Fix Our Industry!
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
HubSpot Grew by Inbound Marketing
Dec-06
Feb-07
Apr-07
Jun-0
7
Aug-07
Oct
-07
Dec-07
Feb-08
Apr-08
Jun-0
8
Aug-08
Oct
-08
Dec-08
Feb-09
Apr-09
Jun-0
9
Aug-09
Oct
-09
Dec-09
0
500
1000
1500
2000
2500
3000
3500
2800 customers150 employees
$20 million
HubSpot Software & Methodology
Convert
Get Found
Process Tools
Get Found
• Publish• Promote• Optimize
Convert
•Test• Target •Nurture
Get Found
• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert
•Offers/CTAs•Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
From 100 leads/mo to 20k in 3 Years
3 FT Marketers
It Works for Agencies Too
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Kuno Creative is Poised for Huge Growth
• "With nearly a year of HubSpot and inbound marketing under our belt, we are ready to take our services offering to the next level. Our content creation, social media engagement and HubSpot services have consistently increased qualified leads and generated new sales month over month. Now we are preparing to expand both staff and inbound marketing efforts with a 24 month business plan aimed at driving revenues and profits to unprecedented levels.“- Chris Knipper, President, Kuno Creative
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
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Lead with ROI
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Lead Generation as Primary Service Offering
Use Calls to Action to drive traffic to Landing Pages where site visitors can complete a form to download a Compelling Offer.
Call to
Action
Landing Page
Compelling Offer
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Generate Sales-Ready Leads
Use Email Marketing, Lead Segmentation & Lead Nurturing to warm up leads.
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Services that Help Marketing Enable Sales
Use Website-CRM Integration, Lead Scoring, Social Media Account Detection and Lead Intelligence to feed your client’s sales teams w/ actionable information about their leads, so they can time and focus follow up calls and emails to maximize connect rates and close rates.
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Closed Loop Reporting Enables Upselling
Use Closed Loop Marketing Analytics to determine which marketing activities produce traffic, leads and sales.
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We’ve Done the R&D for You…
See All Recommended Services: http://services.hubspot.com
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
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Proposals & Pitches Are a Waste of Time
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Use Data to Educate Prospects
Webinars: http://www.hubspot.com/partners/sales/
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Help Prospects Set Numeric Marketing Goals
Download: http://zephyrmarketing.net/2010/03/31/an-inbound-marketing-traffic-calculator
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Run Experiments to Confirm Commitment
Webinar: http://www.hubspot.com/partner-archived-webinar-using-your-hubspot-trial
Agenda
• Agency Training Program Update• State of Marketing Services Industry• 3 Ways to Grow Your Business Smarter
• Generate More Inbound Leads• Offer More Lucrative Services• Improve Your Sales Process
• Next Steps if You Want Help
How to Become a Successful HubSpot Partner
http://www.hubspot.com/internet-marketing-company/partner-program-process/
Start A Trial
The only way to truly learn the product & methodology is to understand its
value is to use it!
http://www.hubspot.com/free-trial-30-day-partners-creating-trial-for-their-clients
Are you Ready to Talk Turkey?
Request a Consultation with a Senior Member of the HubSpot Team to discuss:
http://www.hubspot.com/partners/marketing-agency-consultation-request