THE FOUR CORE SERVICES OF INBOUND MARKETING

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THE FOUR CORE SERVICESOF INBOUND MARKETINGGROW YOUR AGENCY BY OFFERING &DELIVERING WHAT MATTERS MOSTA publication ofLearn moreDERXW XE6SRW·V all-in-one inbound marketing software& Partner Agency Programat www.HubSpot.com/partners

Grow your Agency by DeliveringWhat Matters Most to your ClientsBy Pete CaputaVAR Program Director@pc4media& Patrick SheaVAR Marketing Manager@mpatrickshea

Table of ContentsIntroduction . 5Setting Goals . 5The Role of Software . 7A Process, Not Tactics. 9The Pieces of the Puzzle . 10The Inbound Marketing Methodology . 11The Four Core Services of Inbound Marketing. 12Website Traffic Generation . 15Online Lead Generation . 18Turning Leads into Customers . 20Analysis & Measurement . 22Conclusion . 25

Introduction1

The Four Core Services ofInbound Marketing5INTRODUCTIONThe shift from outbound to inbound marketing has been welldocumented. With good reason ² inbound marketing is aseismic shift in the way businesses are marketingthemselves, and companies who ditch traditional methodsto follow their customers online are blowing their numbersout of the water.Based on the above, marketing agencies need to think about how they build outcomplimentary service packages to accommodate the new online objectives theirprospects and clients have. But a piecemeal approach will not suffice. Deliveringanything less than a soup-to-nuts inbound strategy will produce (by comparison)shallow results and leave money on the table. By developing (or partnering todeliver) the skills and capabilities to satisfy the inbound services your clients willdemand, you position yourself to win retainer deals, build long-term relationshipsand deliver rock solid return on investment.Inbound is Where Goals Come TogetherYOUR AGENCY HAS GOALSMaybe your goal is to double your agenciesannual revenue, staff size, client portfolioand move into a bigger office space by2015. Maybe it·V OHVV DJJUHVVLYH WKDQ WKDW ²something more along the lines ofmaintaining the lifestyle-company-feel ofyour agency for yourself and youremployees. Regardless of whether yourDJHQF\·V objectives are super-aggressive ornot, they most definitely carry with them revenue targets. Certain numbers must bewww.HubSpot.com

The Four Core Services ofInbound Marketing6hit, and your ability to deliver enough client work will dictate whether or not you hitthose numbers. For the super-aggressive, new clients need to be found and secured.For the less aggressive, the clients you have must be reliable and on retainer. And inboth cases, providing inbound marketing services that prove ROI for your clients onan ongoing basis will be mission critical.YOUR CLIENTS & PROSPECTS HAVE GOALSYour clients also have goals. If they aretargeting ambitious growth, then similarlyaggressive sales and marketing goals arelikely in place and need to be met orexceeded. If their goals are more centeredaround maintaining certain revenue goals,then there are sales and marketingminimums that must be achieved monthly orquarterly.Marketing dollars have shifted away from traditional outlets like PR and coldcalling. But the skill sets of internal teams lag behind, and as a result, businesseswanting to take advantage of ROI-charged online tactics like blogging and soc hugely productive due tohow clearly they convey a prospects needs.www.HubSpot.com

The Four Core Services ofInbound Marketing19TurningOnlineLeads intoCustomerswww.HubSpot.com7

The Four Core Services ofInbound Marketing20LEADS TO CUSTOMERSAgencies need to work with their clients to build lots oftargeted content. From a Leads to Customers perspective,LW·V LPSRUWDQW WKDW WKH FRQWHQW spans the length of theirFXVWRPHU·V sales funnel. Educational information likeindustry trend reports and how-to blog posts are provenwinners for the top of the funnel. But offers tied moreFORVHO\ WR \RXU FOLHQW·V products and services, likeconsultations and demos, as well as an efficient means ofgetting it in front of them, will be needed to turn onlineleads into customers.WHAT DOES IT CONSIST OF? OO YLVLWRUV ZKR GRZQORDG \RXU FOLHQW·V FRQWHQW needto be followed up with, either by a human or in anautomated fashion. Part of that follow-up needs tobe deeper content offers, which invite leads toaccess more of your clients content and learn more.They self-qualify by opting into these offers. Theseoffers are presented through email marketing andlead nurturing.There will likely be content that makes sensefor segments of leads to see, which we candetermine by the content their originalconversion event was based on. Content to helpthem continue understanding their problems orneeds can then be deployed. Lead nurturing andsegmented email campaigns can be used tobetter target leads after they've converted onyour client's site ² and kick off a series ofactions intended to generate sales.www.HubSpot.com

21The Four Core Services ofInbound MarketingAgencies who want their efforts to be indisputably connected to sales and revenuegoals need to be able to sketch how content feeds and nurtures leads at all stagesof the funnel to their prospects and clients.www.HubSpot.com

The Four Core Services ofInbound Marketing22Analyze &Measurewww.HubSpot.com8

The Four Core Services ofInbound Marketing23ANALYZE & MEASURE Anything worth doing is worth doing right.µ And an online marketer would add, worth doing again.µThis age-old saying was seemingly built for inboundmarketing. The web's massive footprint allows foralmost total traceability, which means all the tacticsand campaigns you manage and build for yourclients are instantly measurably. This allows foreasy replication of success and fast failure - but onlyif you are watching the metrics that matter themost to your clients goals. The set of numbers youneed to track differs according to which service orservices you've been hired to deliver.If you've been brought on to increase a FOLHQW·V online awareness and drive moretraffic, several sets of data will interest you and the client signing your checks. Hasthe site's overall traffic increased? Have our rankings for keywords inherent to ourcore business improved with the blogging we've been doing? Have social media andlink building efforts translated into a worthwhile amount of referral traffic?Agencies tasked with lead generation need tofocus on conversion metrics and theperformance of thier landing pages. Have thewebinars we've been conducting on XYZ topicbeen getting good registration and liveattendance? How are the download numbersversus page visits of our ebook landing pages?What insights can you glean from the numbersto improve your clients lead generationefforts?www.HubSpot.com

24The Four Core Services ofInbound MarketingSales and marketing cohesiveness is one of inbound marketing's critical successfactors, and agencies ability to handoff quality, sales-ready leads is critical. How areWKH OHDGV \RX DUH JHQHUDWLQJ EHLQJ UDWHG E\ \RXU FOLHQW·V VDOHV WHDP" UH WKH\ converting into customers at a high rate?Lead nurturing sequences and clickthrough rates on segmented email blasts need to be heavily examined in order tomake sure the right types of folks are getting handed off to sales.www.HubSpot.com

The Four Core Services ofInbound Marketing25Conclusionwww.HubSpot.com9

The Four Core Services ofInbound Marketing26CONCLUSIONInbound marketing is a seismic shift in the way businesses are marketingthemselves. %\ EXLOGLQJ RXW \RXU ILUP·V FDSDELOLWLHV WR UHIOHFW LQERXQG PDUNHWLQJ·V )RXU &RUH 6HUYLFHV \RXr agency will be poised to capitalize on theemerging needs of businesses who are moving their marketing dollars online.The return on investment these businesses are getting is undeniable andlimitless, and so too are the opportunities for marketing agencies whodevelop services packages to deliver the work. You also remove the possibilityof any disjointed-ness in either your pitches or client strategy planning, as thefour together combine into an effective and efficient process. It is a powerfulfoundation for any agency or consultant to build out a retainer-rich clientportfolio and successful business on.ADDITIONAL RESOURCESOur Channel Account Representatives help hundreds ofonline services agencies understand how the Four Coreservice offerings of inbound marketing can help them earnmore retainer clients and grow their business.Request a consultation to learn more.Sign 8S IRU D IUHH WULDO RI XE6SRW·V LQERXQG PDUNHWLQJ software, and see how it integrates all the components ofthe Four Core Services into an easy and efficient toolagencies to manage client delivery on.Register here to get started.www.HubSpot.com

Inbound Marketing www.HubSpot.com INTRODUCTION The shift from outbound to inbound marketing has been well documented. With good reason ² inbound marketing is a seismic shift in the way businesses are marketing themselves, and companies who ditch traditional methods to follow their cus

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