kathleen booth - from pain to gain
TRANSCRIPT
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From Pain to GainHow One Agency Reduced Churn and Increased Retainer Size by Offering Sales Consulting
Kathleen Booth
CEO, Quintain Marketing
• Our “Aha” moment
• A new service model
• Business impact
• Blueprint for success
Contact me at [email protected] or @workmommywork
AGENDA
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1. How many of you feel you are delivering excellent results to your clients?
2. How many of you measure your results in terms of visitor traffic and leads?
3. How many of you think your clients measure the value you deliver in visitor
traffic and leads?
4. How many of you have lost a client because they didn’t bring on enough new
customers/revenue via inbound?
But first, some questions…
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1 Our “Aha” Moment
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Earlier this year…
We realized you can get great marketing results for clients and still get fired.
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Everything looked like it was on track…• 2,987 blog page visits
• 103 new leads
• 48 MQLs
• 50%+ conversion rate on 10 key
landing pages
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Except for one thing…
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So we did our research……and what we found changed everything
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86of B2B marketers are using inbound marketing
*2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
%
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38say their inbound marketing is effective
*2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
%
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8of companies say they have tight alignment between marketing and sales*Forrester
%
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Aha!
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2 A New Service Model
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Wonder Twin Powers… Activate!
Form of … integrated inbound marketing and sales consulting engagements
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The Traditional Inbound Marketing Approach
ATTRACT
BloggingSEO
Social Publishing
Strangers
CONVERT
Visitors
FormsCalls-to-ActionLanding Pages
CLOSE
EmailLead Nurturing
Lead Scoring & CRM
Leads
DELIGHT
SurveysSmart Content
Social Monitoring
Customers Promoters
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Quintain’s Inbound Marketing Services
ATTRACT
BloggingSEO
Social Publishing
Strangers
CONVERT
Visitors
FormsCalls-to-ActionLanding Pages
CLOSE
EmailLead Nurturing
Lead Scoring & CRM
Leads
DELIGHT
SurveysSmart Content
Social Monitoring
Customers Promoters
INBOUND MARKETING STRATEGYPersonasKeywords
Goals, KPIs
Content StrategyPromotion Strategy
Progressive Profiling
Nurturing StrategyBuyer’s Journey
SLA
TRAINING & COACHING
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Sales Consulting
ALIGNMENT
Lead ScoringSLA
ENABLEMENTSales Playbook
CRM ConfigurationTemplates
Digital Prospecting
MEASUREMENT
Tracking SystemReporting StandardsSales Management
INBOUND SALES STRATEGYSales Team Evaluation
Action Plan DevelopmentSales Hiring
Sales ProcessManagement Development
Goals & KPIs
TRAINING & COACHING
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Our New Service Model
ATTRACT
BloggingSEO
Social PublishingCRM ConfigurationDigital Prospecting
Strangers
CONVERT
Visitors
FormsCalls-to-ActionLanding PagesSales Playbook
Tracking System
CLOSE
EmailLead NurturingLead ScoringTemplates
SLASales Management
Leads
DELIGHT
SurveysSmart Content
Social MonitoringReporting Standards
Customers Promoters
INBOUND MARKETING & SALES STRATEGYPersonasKeywords
Goals, KPIsPromotion Strategy
Content StrategyProgressive ProfilingNurturing Strategy
Buyer’s Journey
TRAINING & COACHING
Sales Team EvaluationAction Plan Development
Sales HiringSales Process
Goals & KPIsMgmt Development
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Our Staffing Structure Before
Managing Partners
Inbound Marketing Team
Account Manager Account Manager
Account Manager Account Manager
Design Team
Web Designer
Graphic Designer
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Our Staffing Structure Now
Managing Partners
Inbound Team
Account Manager
Marketing Manager Sales Consultant
Account Manager
Marketing Manager Sales Consultant
Lead Strategist Director of Inbound Sales Enablement
Design Team
Web Designer
Graphic Designer
Director of Sales
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And then we took it a step further…
Sales Enablement
Sales Alignment
Salesperson AssessmentsInbound Sales Training
Sales Hiring AssistanceSales Coaching
Inbound Sales Academy Quintain’s Sales Consulting
Outsourced Sales Management
Measurement &Reporting
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3 Business Impact
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BEFORE:• $5 million+ annual revenues
• 5+ years in business
• No marketing department
• CEO is the chief sales person
• TACTICAL engagements
AFTER:• $20 million+ annual revenues
• 10+ years in business
• Established marketing department
• Sales team >5
• STRATEGIC/CONSULTATIVE
engagements
Ideal Client
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$3,000Our average retainer size has grown from
to
$8,500
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SALES CONSULTING:• Average retainer size = $3,000 to
7,000 per month
• Typical retainer is 12 months
• Deal value = $36k – 84k
• 5 new retainers in the next 12 months
= $180k – 420k in new revenue
OUTSOURCED MANAGEMENT:• Average retainer size = $3,000 –
5,000 per month
• Typical retainer is 12 months
• Deal value = $36k – 60k
• 7 new retainers in the next 12 months
= $252k – 420k in new revenue
Projected Revenue From New Services
TOTAL POTENTIAL NEW REVENUE = $432K – 840K
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What will happen when you leave the room?
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TacticsSuccess comes when you shift your focus from
to
Strategy
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4 Blueprint for Success
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SKILLS REQUIRED• 10+ years of sales leadership/
management experience
• Coaching and training experience
• Ownership mentality
• Ability to effectively engage with C-level
professionals
HOW TO HIRE THEM:• Write a job description (download a sample
at quintainmarketing.com/INBOUND15)
• Post to LinkedIn
• Evaluate candidates using the Objective
Management Group assessment
PeopleWHO will deliver sales consulting services?
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WHAT SERVICES?• Enablement
• Alignment
• Strategy
• Process
• Management
• Coaching & Training
PROJECT STRUCTURE:• Combined marketing and sales
engagements or separate contracts?
• How will your team of marketing and
sales experts (or outsourced
consultants) work together?
ProcessHOW will you deliver sales consulting services?
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TECHNOLOGY:• HubSpot CRM
• Sidekick
• Sidekick for Business (templates)
TOOLS:• HubSpot Sales Training (David
Weinhaus class)
• HubSpot sales hiring support
• OMG Candidate Assessments
• ISA training and coaching
Technology and ToolsetWHAT tools are available to help you?
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ISA Partner Program
H U B SPOT
P A RT NER
A G E NCI ES
C A N W ORK
W ITH I S A I N A
V A R IETY O F
W AYS
Overview of the Partner Program• Commission on sales training enrolments (20%)
• Tier program with benefits
• Partner marketplace
• Partner certification