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How to Grow Your Agency Using Inbound MarketingA Case Study
BOLO 2012
ChrisKnipper
Founder
@chrisknipper
PeterCaputa IV
Director, Sales & Marketing
@pc4media
How Inbound Marketing WORKS.
A Process for Growing Traffic, Leads & Sales
1 Get Found
2 Convert
3 Analyze
( INBOUND )
MARKETING
4 Key Activities
7
The study compared blogging frequency against traffic & leads. The results showed staggering correlations.
Blogging Drives Traffic Growth
Source: Lead Generation Lessons from 5500 customers.
Kuno Creative Blogs Consistently
The data show it’s not only important to have landing pages; it’s important to have many landing pages.
Landing Pages Drive Lead Volume
Kuno Creative Generates Leads Every Day
•
Email Marketing, Lead Nurturing & Marketing Automation Create Sales Ready Leads.
Targeted, Timely Email Improves Sales Results
25%
50%
25%
Leads
Send to sales! Hmm… Maybe next time!
Qualified but not ready to buy
Kuno Creative Nurtures Leads
Analysis enables marketers to do more of what’s working and tweak or stop what’s not.
Analysis Enables Steady Improvement
How Kuno Creative Leveraged Inbound Marketing to 2x Revenue & Profitability The Story
YOU WORK HARDFOR YOUR MONEY
• Where We Were• What We Offered• The Problem• What We Did About It• The Results
…But they never treat you right
WHERE WE WEREWorking hard for the money
Year = 2009
Over 200 clients
Average revenue/ea = $5k
Client Retainers = 3
Website traffic = 500/mo.
Website leads = 5/mo.
YIKES!Look at the numbers… June – August 09’
PART OFTHE PROBLEM.
WHAT DIDN’TWE OFFER?
PRODUCTS
HERE’S A PARTIAL LIST
• Graphic Design (anything)• Brochures• Direct Mail• Radio scripts• Press Releases• Stationery• Website Design• Print• Outdoor Ads
CREATIVE• Brokered Printing• Brokered Media• Brokered Promotional Products• Online ordering systems• Custom programming• Website Hosting• Off-site storage • Trade-show booths
A BIGGER PART OF THE PROBLEM
• Unpredictable
• We’re running out of money!!!
• And we’re just another design shop
• Better days are no where in sight
REVENUES & CASH FLOW
-15%2008/2009Sales declined for the first time in history.It was a balancing act.
WE HAD TO TRY SOMETHING NEW• Stretched for cash• Laying off employees• Working 60+ hours/week
WHAT WE DID ABOUT ITWE PLANNED A NEW
DIRECTION
INBOUNDMARKETING
HubSpot… PARTNERSHIP
BENEFITS of PARTNERSHIP
Got More Website Visitors
Captured More Visitor Leads
Turned Leads into Customers
Analyzed Marketing Activity
No IT Staff & No Technical Skills Needed – SAVING MONEY
FOR US & OUR CLIENTS
WHAT WE DID ABOUT IT
CORPORATEPLANNING
• What will we sell?• How much will it cost?• Sales Process• Required Resources• Assessing results• Training new people
CREATED A ROAD MAP
THE POWER OF A PLAN
THE PLAN PART 1
CLIENT QUALIFICATION
CONTENT• 2-3 BLOG POSTS PER WEEK• 1 DOWNLOAD PER QUARTER
• PROSPECTING ON LEADS• PUBLISH PRICES ON WEBSITE
CLOSE THE DEAL• CONSULTATIVE SALES PROCESS• FEWER PROPOSALS UP FRONT
Agency Sales Process
0 1 2 3 4 5
35%30%
25% 23%17%
14%20% 18%
29%
21%
36%39%4th Quartile 1st Quartile
Number of Sales Processes Agency Un-dertakes
(out of 5 processes on right)
% of Firms By Quartile and Number of Sales Process Activities
1. Use a documented sales process
2. Completed sales training 3. Have a standardized set
of questions to qualify prospects as opportunities
4. Use a CRM to track sales activities and forecast revenue
5. Have a process to help prospects establish sales and marketing goals
Sample Sales Processes
Agencies that have robust sales processes are 2x as likely to be in the top quartile.
(Quartile 4 has 2x size of retainer & 1.5x growth rate of quartile 1. )
Source: http://www.hubspot.com/state-of-online-marketing-services-industry/
THE PLAN PART 2
MONEYRESOURCES• HIRE DARC EMPLOYEES• ELIMINATE SERVICES
• LINE OF CREDIT• ELIMINATE PAYMENT TERMS
CLIENTS• BEGIN GETTING RID OF BAD CLIENTS• FOCUS ON AREAS WERE GOOD AT
LEARNING PROCESS
THEN CAME THE
80%Of marketers are
more likely to choose an agency focused on a specific sector.
OVER
Source: RSW/US
THE PITFALLS OF CHOOSING POORLY• WHAT ARE YOU GOOD AT?
• SAY NO TO:
Healthcare Software Energy
Low cost “consulting” packages Hourly Pricing
IN HOUSE
WHAT DO YOU OFFER?
• Strategy/Consulting• SEO• PPC• PR• Collateral Copy/Design• Direct Mail• TV/Radio• Print/Outdoor Ads• Mobile Marketing
PARTNERS• Content Creation & Design• Social Media Marketing• Demand Generation• Marketing Automation
THE ART OF PRICING• What are your deliverables?• What is your cost per deliverable?
• What is your planned profit?• Competitive factors
Manpower
Direct costs
Overhead
PUBLISH PRICING
THE SCIENCE OF PRICING• The deal is already discussed
and agreed to• The Proposal reflects the deal• The Proposal is a contract (?)
• The Proposal has a term• The Proposal has terms• Discuss the Proposal in the 1st meeting
WHERE WE ARE NOWWorking hard for the money
Year = 2012Less than 50 clients
Average revenue = $40k
Retainers = 35
Website traffic = 18,000/mo.
Website leads = 400/month
WOW!Look at the numbers! June 09– September 2012
7,235 Leads52 new customers June 09– September 2012
SUMMARY1. Planning is the key to profitability.
Decide what you offer. Figure out the delivery processes and price accordingly.
2. Leverage inbound to create demand. Blog, create offers and use email to grow traffic, leads and sales. Consistency and frequency drives growth. Analyze for continuous improvement.
3. Define your sales process. Qualify opportunities. Create plans that achieve client’s business objectives. Create contracts only when verbal agreement is reached.
Q & A
Learn How to Do what Kuno Creative Did: www.hubspot.com/partner-talk