DELIVERING DIAMOND RESULTS [INBOUND 2014]
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Transcript of DELIVERING DIAMOND RESULTS [INBOUND 2014]
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Delivering Diamond Results
The Process Behind How Square 2 Marketing Retains 90%+ of Their Clients
Mike Lieberman
Chief Inbound Scientist, Square 2 Marketing
Fun fact: Recovering advertiser, once spent $85,000 on a single page ad in a magazine
@Mike2Marketing
MIKE LIEBERMAN
1 Background – who we are and how we got here
2 The Method – how we do it
3 The People – only the best
4 The Results – what we do for clients
5 Lessons Learned – what you should consider
6 Community Building – what we can do together
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1 BACKGROUND – Who We Are and How We Got Here
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• Clients all over the country and two clients outside the U,S. • 45 team members, both in office and remote • 1 freelancer (specialize content writer for picky client) • On pace to do $5 million in revenue this year • 10% net profit • 42 active clients • $11,000 average MRR • 0 projects • 75 HubSpot clients; $620,000 in annual licensing revenue
Who We Are - The Highlights
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2 THE METHOD - How We Do It
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We Eat Our Own Dog Food When It Comes To Marketing
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Our Own Inbound Marketing Methodology • Dedicated Inbound Marketing Manager • Monthly goals for website traffic,
conversions and leads • Defined sales process • Weekly KPI Review
• Onsite SEO • Off Site SEO • Social Media on all major networks • Guest Blogging on multiple sites • Blogging five times a week • Quarterly Webinars • Monthly Content Publication
• Annual Site Relaunches • Monthly adjustments to the site • Lead Nurturing • Social Media PPC (when we need extra
push) • Conversion Assist Optimization • Speaking – multiple times per month • Educational email • Best of the blog email • Video Marketing Minute (twice a month)
• New Tactic Launching!
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These dogs are wanted in seven states for tax evasion & fraud.
Our Sales Process Is Regimented and Disciplined
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Our Own Inbound Sales Process
• All inbound leads are followed up personally the same day they come in
• All inbound leads get a 30 minute Discovery Call
• If Qualified, they get a 90 minute Diagnostic Meeting
• If Qualified, they get a 90 minute Design Meeting
• Followed by a 30 minute follow up call
• Prospects who want to hire us, get a two page Marketing Services Agreement with a
more detailed Statement of Work
• Process delivers four new clients per month (on average)
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Our Teams Are Structured Around Our Clients
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The HIVE
Our teams are called Hives with the CLIENT at the center of the Hive
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Our Hives
Interactive
Consultant
Editor
Consultant
Clients
Strategist
Consultant
Copy Architect
Support
PM - MCR
Copy Architect
Copy Architect
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Our Hives with Shared Resources
Creative Director
Content Director
Graphic Design
Interactive
Consultant
Editor
Consultant
Clients
Strategist
Consultant
Copy Architect
Support
PM - MCR
Copy Architect
Copy Architect
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• Hives target is $135,000 in monthly reoccurring revenue
• Roughly 12 clients
• Work between 45 and 50 hours per week
• Target is to be 70% billable
• Target is 80 Net Promoter Score
• 90% retention rate of retainable clients
Key Metrics
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The Engagement Methodology Is Rigid By Design
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Regular Planning
• Initial strategy - first 45 Days
• Any required adjustments and content planning - every three months
• Reconnect with clients overall business strategy - annually
• Program optimization around results - monthly
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Phased Approach
• Planning
• Foundation
• Implementation
• Optimization
• Planning Again
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Always Be Teaching
• What, How, Why
• Daily Education
• Weekly Reminders
• Monthly Reporting
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Work On The Renewal Throughout The Engagement
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During The Engagement
• Rolling 12 Months Goal Tracking and Projections
• Keep Track of Tactics Discussed But Not Implemented
• Continuously Recommend New Tactics
• Maintain Parking Lot of Suggestions
• Help Them Plan Year 2, Including Your Involvement
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Toward The End Of The Engagement
• Start With Three Months Remaining
• Show Them Year Two
• Provide Full Set of Recommendations (whether you’re doing it or not)
• Co-Create Final Program
• Make Them “a little” Uncomfortable
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3 THE PEOPLE – Only The Best
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Core Values – Impact Daily Decision Making
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Core Values
• Every Client Is A Raving Fan
• No Fluff
• Remarkable or Nothing
• Always Be Teaching
• Practice What You Preach
• Team Equals Family
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Cultural Imperatives – Guides Our Behaviors and Actions
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Cultural Imperatives
• Positive
• Light Hearted
• Agile
• Confident
• Empathetic
• Solutions Oriented
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We Recruit For Every Role Every Day
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Getting Hired • Resume Screen
• Social Media and Content Review
• Culture Phone Screen
• Interview with Team
• Interview with ME (for mid level roles and up)
• Presentation to the Team (for most roles)
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Regular Reviews
Quarterly Scorecards on Attitude and Aptitude with Quantitative Results
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RESULTS IMPACT COMPENSATION DIRECTLY
Feed the EAGLES and Starve the TURKEYS – top performers get quarter raises based on quantitative performance
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4 THE RESULTS – What We Do For Clients
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Get Them Results
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IT COME DOWN TO ONE THING
If you get them leads, they’re happy!
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They’re nervous, anxious, maybe even worried about getting fired.
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They’re nervous, anxious, maybe even worried about getting fired.
You have to make them feel safe and comfortable
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• Weekly Email Updates
• Monthly Progress Reports
• Bi-weekly Conference Calls
• Daily email and phone conversations with clients
• Regular Net Promoter and Check In Calls with me
• Highlight the successes
Here’s How We Do That
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If You Don’t Get Them Leads, None Of That Matters
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• We wont take an engagement without strategy work
• We set performance expectations and goals before we start
• We track and reset these monthly
• We know what inbound marketing tactics deliver what results
• We won’t take an engagement if the client isn’t willing to pay for the tactics they need
• The team is trained on inbound marketing optimization
• They track and review program performance daily and optimize it weekly
Here’s How We Do That
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We’ve Always Take A Very Scientific Approach To Inbound
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• Test new stuff on us first
• If it works, trial it with clients…be transparent
• If it works for them too, make it part of SOP
• We don’t like to learn how to do inbound at our client’s expense
• Try everything that makes sense
• Fail fast and try lots of different experiments
• Testing isn’t just about marketing tactics
• Get the team involved
Here’s How We Do That
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5 TOP 10 LESSONS LEARNED – What You Should Consider Doing
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Lesson 1 – Don’t Go Forward Without Strategy
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Lesson 2 – Proceed With Caution On Freelancers
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Lesson 3 – Be Proactive With Clients…No Matter What
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Lesson 4 – Don’t Proceed Without Some Type Of Marketing Automation
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Lesson 5 – Document Everything
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Lesson 6 – Hire The Best People…And Then Nurture Them
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Lesson 7 – Track Everything Daily, Weekly and Monthly
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Lesson 8 – Don’t Underestimate The Importance Of Your Culture
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Lesson 9 – Innovate Constantly
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INBOUND SALES • Strategy and Plan • Process Redesign • Tools • Training • Ongoing Coaching
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NEW eMAGAZINE • Cut through the clutter • Improve email marketing
results • Support the community • Educate • Test new ad revenue model
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Lesson 10 – Get Help Sooner Than Later
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6 COMMUNITY BUILDING – What We Can Do Together
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You’re NOT Alone
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You’re NOT Alone [email protected] 215-491-0100 215-880-6290 @Mike2Marketing
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• About YOU! • Submit Articles
• Submit Success Stories
• Submit Ideas
• Sell Ads – Revenue Share
• Advisory Board • Surveys and Polls
• We’ll Share All The Results and Key Learnings With You
• Editorial Calendar – October is Website, November is
• Submit articles and inquires to [email protected]
2Inbound – The Magazine
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Come And Spend The Week
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" Fill out this form
" Selected at random
" Spend the week with us ON US
" Come to meetings, meet the team, visit with clients
" Ask Us ANYTHING!
LANDING PAGE STILL NEEDS TO BE ENTERED IN HERE
ONE Lucky Attendee Is Coming…ON US
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" If you love selling but service is challenging
" If you love servicing but selling is challenging
" If you’re concerned about trying to “figure it out” on your own
" If you’re all in on Inbound and share our vision
" If you want to be part of a bigger team
We should talk!
We’re Buying Agencies
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We’re ALL IN on INBOUND…..join the fun!!!!!
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