The Problems at Small Marketing Agencies & How to Fix Them

Inbound Marketing for AgenciesHow Inbound Marketing and HubSpot can Help Agencies Achieve Sustainable Growth

Peter Caputa IV VP Sales, HubSpot

Why HubSpot Cares About Agencies

4

Your Goals = Our GoalsFrom projects to retainers: eliminate cash flow variability

Larger and longer retainers: higher revenue per client

Build funnel of opportunities: sign up the right clients only

Repeatable sales process: no guessing. no waiting.

Repeatable delivery processes: enable you to control strategy and outcomes.

Deliver unquestionable ROI: retention and referrals

Never ending upsell opportunities: retention and growth

AGENDA1 What is Inbound?2 Why Inbound?3 Inbound and Agencies4 Common Marketing Agency Challenges5 HubSpot’s Agency Grader6 Benchmarking Your Agency7 Q&A

1 What is Inbound Marketing?

86% skip TV ads

91% unsubscribefrom email

200Mon the Do Not Call list

44% of direct mail is never opened

BROKEN.THE OLD

MARKETING PLAYBOOK IS

Inbound updates the playbook based on the way people buy today.

Your

Content

Get Found Online:• Website pages• Blog articles• Social media

messages • All optimized to

drive qualified leads to your site.

Understand Your Buyers:• Personalize your

marketing • Identify buyer

needs• Understand what

content pulls leads through sales funnel

Inbound updates the playbook based on the way people buy today.

Get Found Online:• Website pages• Blog articles• Social media

messages • All optimized to

drive qualified leads to your site.

Strangers

Visitors

Leads

Customers

Promoters

Social Media

Forms

Email Optimization

BlogSEO Sites Mobile Optimization

Calls-to-Action Landing Page Optimization

CRM Synch #

Lead Scoring

Sales Alerts

PersonalizedEmail + Web +

SocialNurturing

Feedback Forms Email + Web + Social Engagement

ATTRACT

CONVERT

CLOSE

DELIGHT

The Inbound Marketing Methodology

2 Why Inbound Marketing?

A Few Statistics… Inbound leads cost 60% less than outbound leads

B2B companies that blog generate 67% more leads per month than those that don’t

80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement

Blogs give websites 434% more indexed pages and 97% more indexed linksSources:

http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/ http://www.contentplus.co.uk/ http://www.searchenginejournal.com/ http://contentmarketinginstitute.com/what-is-content-marketing/

Attracting Visitors

Average Customer ROI after using Software for 1 Year

3.5x Average Increase in Monthly Website Visitors

Converting Leads6.1x Average Increase in Monthly Leads

Closing Customers69% Report Growthin Revenue

Source: MIT Sloan graduate student study available at HubSpot.com/ROI

HubSpot customers see early results grow over time

Source: MIT Sloan graduate student study available at HubSpot.com/ROI

6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years0

5

10

15

20

25

30

35

2.37x

6.12x

32.94x

13.75x

Incr

ease

in

mon

thly

lead

s

Months after implementing HubSpot software

HubSpot's Salesforce Integration Revitalizes Mimio's Marketing

HubSpot helps us to improve our entire lead process from increasing acquisition, to enabling segmentation, to sending them off to our sales organization in a more qualified state than we were able to do before.

“”Dawn Augiar

Senior Manager of Digital MarketingMimio

40%Amount they are

exceeding monthly leads

goals

70%Increase in year-over-year web

traffic

#1Page rank of

target keywords

Full story: www.hubspot.com/customers/mimio

AmeriFirst Brings Its Relationship Based Strategy Online

“I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform."

“”Dan Moyle

Creative Director of MarketingAmeriFirst Home Mortgage

Full story: www.hubspot.com/customers/amerifirst

3.8xMore monthly

website traffic after 1

year

51.7xMore monthly leads after 1

year

5%Increase in

sales after 2 years

Thermo Fisher Scientific Generates 30% Of Its Sales-Ready Leads With Inbound Marketing

The value in HubSpot is that you can do all of your work within one dashboard. It’s really a one-stop shop.

“ ”Sonya PeliaSocial Media & SEM MarCom Specialist Thermo Fisher Scientific

Full story: www.hubspot.com/customers/thermo-fisher-scientific

30%Of sales-ready

leads generated on their website

182%Increase in

organic website visitors within 8

months

154%Increase in

Twitter following within 8 months

3 Inbound and Agencies

Agencies are having trouble growing because they’re struggling with…

1. Moving upstream to sell larger clients

2. Building a recurring revenue model

3. Establishing client retention

No defined services offering

Still selling project work

Not developing a services model that fosters retention & upsell opportunities

WHY?

BROKEN.THE MARKETINGAGENCY MODEL

IS

But The Inbound Model Can Help Fix it…

No defined services offering

Still selling project work

Not developing a services model that fosters retention

INSTEAD OF STRUGGLING WITH… 1. Develop a higher-priced services

offering

2. Sell retainer work recurring revenue

3. Deliver ROI through ongoing services. Always be proposing new tactics, campaigns and projects.

INBOUND ENABLES YOU TO…

Impulse Creative Scales Business and Increases Retainer Client Revenue 6X with HubSpot Partnership

HubSpot has not only allowed our agency to embrace the inbound experience, but it has also opened up our agency to being able to transform the way we report progress to our clients. Not only are we generating amazing results, we get to show it to our clients every day through the simple reporting.

“”Remington Begg

Principal, OwnerImpulse Creative

6XIncrease in

retainer client

revenue in 2 years

3Xincrease

in revenue

in 2 years

Full story: www.hubspot.com/customers/impulse_creative

5.3XIncrease in

monthly leads year-over-year

Paul Roetzer’s BooksRead this one for yourself:

Buy this for your prospective (and existing) clients:

Drew Himel, PCR Agency, WSI Franchise. $450k to $1.2M in 1 yr.

7 Common Agency Challenges

Challenge #1: Developing an Agency Operating Systems

The HubSpot Partner Program Methodology

Have a Plan for Everything

Challenge #2: Marketing Your Agency

Market Your Agency

Market Your Agency

Market Your Agency

http://bit.ly/YhJIoW

Challenge #3: Pricing and Packaging

HubSpot Partner Pricing Models

Increase Prices as You Get Better

http://www.pr2020.com/pricing/packages

Challenge #4: Selling Consultatively

You Must Stop Selling Tactics

You Must Stop Selling. Start Selecting…

http://blog.hubspot.com/sales/data-proof-that-sales-qualification-improves-close-rates

You Must Quantify the Impact

http://offers.hubspot.com/inbound-marketing-calculator

You Must Follow a Process

Challenge #5: Delivering Services Repeatably

You Must Create Content WITH & FOR Clients

http://www.square2marketing.com/blog/content-marketing-use-the-hub-and-spoke-system-for-content-strategy

Run Inbound Marketing Campaigns

4 Key Services

Blog, Social & SEO

CTA’s & Landing Pages

Nurturing & Analytics

4 Core Services

http://offers.hubspot.com/four-core-services-of-inbound-marketing-var

Once Again, Follow a Process….

ROI2x, 3x, 5x, 10x, 20x

Challenge #6: Really Proving ROI

Reporting Leads & Sales

Leads

Customers

Challenge #7: Always be Selling

Selling Core Services

Blog, Social & SEO

CTA’s & Landing Pages

Nurturing & Analytics

TRAFFIC

CAMPA

IGN &

PROJEC

TS

Media Partnerships!

5 HubSpot’s Agency Grader

Agency Assessment

Goals, Plans, Challenges, Timeline

Attract

Convert

Close

Analyze

Services Analysis

Revenue Analysis

Profitability Analysis

Growth Analysis

Processes Analysis

Funnel Analysis

6 Agency Benchmark Tool

Benchmark Your Agency

7 Q&A

QUESTIONS?