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