10 Rules for Building a Hybrid Inbound Agency

Transcription

1 10 Rules for Building a Hybrid Inbound Agency Moderated by Peter Caputa (@pc4media) Presented by Paul Roetzer (@PaulRoetzer)

2 BRIAN HubSpot CEO & Co-Founder Ernst & Young Entrepreneur Of The Year 2011 Author of Inbound Marketing & Marketing Lessons From the Grateful Dead. PAUL PR 20/20 Founder & CEO Author of The Marketing Agency Blueprint

3 @pr2020

4 November

5 January

6 November

7 September

8 September

9 January 2010

10 April 2011

11 It s not about who we are, but what we, as marke4ng agencies, have the potendal to be. The Marke)ng Agency Blueprint,

12 Rise of the Hybrids Tech savvy Integrated services Versa4le talent Diversified

13 Cause and Effect: The Catalysts

14 1) Change Velocity Technology innova4on Consumer behavior Business soeware Online applica4ons Communica4on paherns Marke4ng philosophies Agency management systems Client

15 2) SelecDve ConsumpDon Basic principle behind inbound marke4ng Consumers tuning out tradi4onal marke4ng Brands lose control, but gain loyalty ShiEing budgets to digital Expanded and integrated

16 3) Success

17 The 10 Rules of TransformaDon 1. Eliminate billable hours. 2. Transform into a hybrid. 3. Think talent and team. 4. Build a scalable infrastructure. 5. Devise an inbound markedng gameplan. 6. Control the sales funnel. 7. Commit to clients. 8. Deliver results. 9. Embrace failure. 10. Pursue purpose.

18 1) Eliminate Billable Hours

19 A process by which a product or service takes root ini4ally at the bohom of the market, and then relentlessly moves up market, eventually displacing the established compe4tors. Clayton Christensen (@claychristensen) on disrup've

20 Inefficiency is the enemy of success. Billable hours are 4ed to outputs, not outcomes. The focus should be on quality and results, not hour quotas. Compensa4on level does not equal value (aka salary- rate fallacy ). Clients should not pay for the inefficiencies of senior execs to learn the digital game. Efficiency and produc4vity are the primary profit drivers. We are mul4- taskers distracdons lead to higher costs, lower

21 Inefficiency is the enemy of success. Prices should be value based, and results driven. The burden should be on the agency to build systems and processes, and put the right talent in place, to efficiently and profitably deliver services. How do you maintain or increase profits in current model? Raise hourly rates, or demand pros work more hours. Neither creates more value for

22 2) Transform into a Hybrid

23 A real- 'me world demands real- 'me agencies. Every firm is a tech firm. It requires immersion and integra4on. Services must be integrated, and silos removed. Digital is ingrained into the firm s DNA. Maintain diversified revenue streams services, educa4on, training, publishing, and licensing. Find your role in the emerging ecosystem. CollaboraDon will drive

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25 3) Think Talent and Team

26 Talent cannot be replicated. Great teams finish first. Talent is your firm s greatest asset. Build through the draz. Bring in free agents to accelerate growth and take your agency to the next level. Recruit and retain A players high performers who themselves are hybrids. They must be intrinsically mo4vated. Agencies are most produc4ve and efficient when func4oning near capacity. Know your so< and absolute capaci)es. Create a career desdnadon, not a

27 4) Build a Scalable Infrastructure

28 The best plan is to prepare for perpetual change. Make decisions that fit your growth goals. This includes hardware, soeware, staffing, partnerships, advisors and office space. Plan for current (0-12 months) and short- term needs (1-3 years), with condngencies for the midterm (3-5 years). Expansion is driven by the desire to ahract and retain talent. Agencies are bound by the limitadons of human resources. Build agile systems in the cloud, and rely on trusted solu4on

29 @PaulRoetzer

30 5) Devise an Inbound MarkeDng GamePlan

31 Doing is the key to differen'a'on. Be original, or at least put an original spin on your brand posidoning. Clearly establish the agency brand, and then give your team the freedom and support to build theirs. We need fewer talkers and thinkers, and more doers. Use content and community to build preference and loyalty. Run integrated campaigns focused on search, social, content and PR. Prove your abili4es by doing it for

32 @PaulRoetzer

33 6) Control the Sales Funnel

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35 Everything is sales. Fill the sales funnel at the top, nurture in the middle, and convert at the end. Then the real work begins. Gather and leverage lead intelligence at every stage of the funnel. Know your buyer personas. The three core elements of a sales system are people, tools and process. You are always selling an idea, vision, service, agency brand, personal brand, and your firm. The prospec4ve account manager/lead consultant, not a salesperson, should dictate strategic recommenda4ons and service

36 7) Commit to Clients

37 All clients are not created equal. Loyal clients lead to higher reten4on rates, greater profit margins, more predictable cash flow, and stronger referrals. The greatest value you can bring to clients is staffing their accounts with A players. Time- tracking, project- management and CRM solu4ons are essen4al. Agency management, as it relates to client loyalty, comes down to intelligence and acdon. The best partnerships have shared values and complementary cultures. Case studies are rarely made of conserva4ve

38 8) Deliver Results

39 An agency s value is measured in outcomes. Marke4ng execu4ves your clients are drowning in data. Prototype agencies turn informa4on into intelligence, and intelligence into ac4on. ShiE away from arbitrary metrics impressions, reach, ad equivalency and PR value. Become measurement geeks and analysts. Learn to love data. Adapt to changing business environments and evolve client campaigns in real Dme. Ac4vate builders and

40 9) Embrace Failure

41 Never hesitate to head in a direc'on others fear. If your model is broke, fix it. Don t ignore your ins4ncts for change. Someone, or something, will eventually disrupt your agency, it might as well be you. Fear of failure trickles down to employees, and into client campaigns. Make is safe for employees to fail. Disruptors thrive on change, easily 4re of tradi4on, and pride themselves on their agility. They excel at taking calculated

42 10) Pursue Purpose

43 It is purpose, not profits, which defines an agency. True entrepreneurs will never be sa4sfied with riches alone. They build to create something of great and las4ng significance. They must affect change. In order to find happiness, we must be a part of something greater than ourselves. An agency s purpose may be innate and unspoken at first, residing in the minds of its leaders. Purpose evolves as the agency and its employees mature. Success is not easy, but things worth achieving never

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45 Purpose eases the pain of the long hours and gives you the fordtude to fail. It makes menial tasks meaningful, and serves as the pivotal piece of your employee recruitment and reten4on strategy. The Marke)ng Agency Blueprint, Chapter

46 The Blueprint Series Presented by HubSpot Coming in February 2012 Session 1 Hybrid Professionals: How to Recruit, Train and Retain Top Agency Talent (Feb. 1, 2012) Session 2 Agency Infrastructure: How to Build to Scale and Prepare for Perpetual Change (Feb. 8, 2012) Session 3 Services & Pricing: How to Grow with Integrated Services and Value- Based Pricing (Feb. 15, 2012) Session 4 The Agency GamePlan: How to Market Your Brand and Sell Your Services (Feb. 22, 2012) Session 5 Performance & Purpose: How to Deliver Results and Unlock Your Agency s Poten4al (Feb. 29, 2012)

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48 Marketing Agency Office Hour am EST billable- hours/