Moving 2 Inbound - for agency owners

Tactics Inbound Marketing Agencies Can Provide To Customer Service Teams

Posted by Mike Lieberman on May 23, 2018 7:03:00 AM

HubSpot continues to transform how people think about revenue by including customer service in the conversation. On the surface this might seem strange to owners of inbound marketing agencies, especially those steeped in traditional marketing related tactics like web design or public relations, but when you dig a little deeper you should be able to see how this is the right advice for almost every company.

The traditional digital agency is dying a slow death, but most of the inbound agencies associated with HubSpot and those more innovative agencies have already seen their path to the future involves helping companies learn how to generate revenue in new and more buyer-centric ways. This move into services is one of the best ways to become much more strategic, garner higher retainers and make a bigger impact on your clients’ companies.

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Topics: inbound marketing agency services, customer service services

How To Onboard A New Client So They Write You A Review On Day 2

Posted by Mike Lieberman on May 8, 2018 9:42:04 AM

You finally landed that new client. That in and of itself was a huge accomplishment but now the hard work is starting. How do you make sure your new client gets an amazing experience from the very minute they sign until they become a new advocate for you, your team and your agency?

Isn’t that the point? Why onboard a new client if they’re not going to help you tell your story? Why spend so much time and so much energy trying to get your new client leads and new customers if they’re not going to be an advocate for your agency?

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Topics: client services, inbound marketing agency client services

CASL And GDPR Regulations On Digital Agencies Coming? Are You Ready?

Posted by Mike Lieberman on Apr 18, 2018 7:07:00 AM

Most agencies are already aware of CASL and GDPR regulations, especially the European agency owners who are part of the Agencies 2 Inbound Cohort programs. While the markets outside of the US are behind from an inbound marketing perspective, (12 to 18 months), they are way ahead in terms of privacy, and protection from unwanted electronic marketing.

If you’re a US based digital marketing agency or inbound marketing agency,  get ready because the regulations are coming, and they are going to be challenging. How do I know? Why I am I writing about this today? Spend 5 minutes watching Mark Zuckerberg, CEO at Facebook, testify in front of the Senate committee investigating the Russian situation and you’ll see what I see.

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Topics: agency operations, CASL and GDPR Regulations

Coming To HubSpot’s Partner Day? Here’s How To Take Full Advantage Of This Special Event

Posted by Mike Lieberman on Apr 12, 2018 7:20:00 AM

If you’ve been to Inbound and loved it, then HubSpot’s Partner Day is something you should consider. While the registration is limited (I don’t think it’s been closed yet), Partner Day is a unique opportunity to spend quality time with HubSpot team members.

It’s also time to talk to and learn from agencies who all have similar challenges and issues. This smaller event (around 200 people) and its location (in HubSpot) offices allow for a more intimate, educational, and highly productive two days. I would highly recommend anyone working with HubSpot to find the time and money to attend the event.

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Topics: HubSpot

Prospects Are Confused: Build Your Inbound Marketing Agency’s Sales Process To Help

Posted by Mike Lieberman on Mar 28, 2018 7:30:00 AM

We recently won a large retainer client and the feedback from our prospect was that they were confused. In fact, our contract stated that they recently made a $60 million-dollar purchase decision that was less complicated than their decision around which agency to hire.

This is very consistent with what we’re seeing in a wide variety of client situations. You can pretend that this isn’t happening, or you can take action to deal with the dynamics of our market. In a recent Agency Unfiltered episode, I filmed at the HubSpot Studios in Boston. I talked extensively on how your sales process needs to be adjusted or re-engineered in consideration for your prospect’s buyer journey.

If you want to check out the episode which had over 500 attendees live, click here to watch it.

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Topics: inbound Agency Sales Process

What’s The Inbound Agency Team Structure To Drive Results And Profit?

Posted by Mike Lieberman on Mar 14, 2018 8:06:00 AM

I get asked two questions when it comes to inbound agency growth. The first one is “How do we get more new clients?” and the second is “How do we get our current clients better results?” These are both good questions and both important aspects of agency operations that should be getting a fair amount of attention from agency owners. 

I think we talk more about how to get new clients, so today let’s focus on getting clients better results. The inbound agency team structure has a ton to do with giving your team enough time, attention, direction and experience to drive client results—no matter what results you’ve agreed to with your clients.

I want to preface the advice I provide here by pointing out that inbound marketing agencies are all different and  each agency is going to have to make the inbound marketing team structure decisions that are right for you and your shop. However, I will also tell you that we’ve run through a wide variety of team structures and the structure I describe here has been the only one that allows us to provide clients great experiences AND allows us to scale as we grow.

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Topics: inbound agency team structure, inbound marketing team structure

The Inbound Agency Owner Checklist: Checking In On 2018 Progress

Posted by Mike Lieberman on Feb 21, 2018 7:03:00 AM

February is almost over. That means 18% of the year is behind you. How are you doing?

I get it, I ran an inbound marketing agency with less than $1 million in revenue for years. I was the marketing consultant, copywriter, and QA guy for years. I know that almost every day is a whirlwind of wearing different hats and putting out a variety of fires, just to keep the whole thing from coming crashing down. But that cycle is what keeps you from growing. You have to breakout and be the agency owner, leader or CEO.

To make that move you have to act differently. The heroics that got you this far are not going to get you to the next level. To grow, you’ll need systems, process and methodologies.

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Topics: agency business strategy, inbound marketing agency planning, Leadership

How The Underdog Eagles Won The Super Bowl And What Inbound Agency Owners Can Learn

Posted by Mike Lieberman on Feb 14, 2018 8:34:00 AM

Most of you know I’m from Philly (born and raised) and this might seem like a frivolous article that is taking advantage of my hometown team’s big Super Bowl win, but the reality of it is—there are lessons to be learned here and after years of working with inbound agency owners, there might be some significant lessons that can be applied to your inbound agencies immediately.

The Eagles weren’t the best team, they didn’t miss having to deal with significant injuries and no one expected them to win much of anything this year. They didn’t have the most experienced coaches, they didn’t have the best draft choices and they didn’t have the biggest budgets for players. All these factors were against them and they still won it all. How did they do it? What can we learn from their big win?

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Topics: Leadership

Are You Afraid To Sell $20,000 A Month Retainer Engagements?

Posted by Mike Lieberman on Jan 31, 2018 7:49:00 AM

Selling larger inbound retainer clientsI hear this all the time. I can’t charge what I want because…fill in the blank here. “We’re too new,”  “We’re too small,” “Our customers are too little,” “They can’t afford a bigger retainer,” “We’re not good enough yet,” “We’re trying to win the business,” “We’re not a Diamond Partner yet” or “We’re not Square 2 Marketing.” It’s all bullshit, honestly. You don’t have to be any of these things to get paid true value for the services you’re providing your clients.

I’m speaking from personal experience. You might not know this about us, but we used to be just like you. Much smaller, hungry for new clients and much less certain about our abilities to produce big time results for our clients. We used to sell $3,000-a-month engagements. We sold these for years and signed up a lot of new clients at that level. But we quickly learned these were click crack, a fast track to unprofitable, unhappy clients and a team of unhappy people servicing these unhappy clients. It was dark times for Square 2 Marketing.

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Topics: inbound Agency Sales Process, larger retainers

Our Dirty Little Secret - Why Is Inbound Marketing So Hard?

Posted by Mike Lieberman on Jan 24, 2018 8:05:00 AM

Why Is Inbound Marketing Hard Work?Not too many inbound agency owners can claim they’ve been doing inbound marketing longer than me and the team at Square 2 Marketing.

Back in 2003, when we started the company, we ONLY did inbound even before we knew it had a fancy name. Since then, we’ve probably had 500 client experiences and while most of our clients have seen results, only a handful have seen game changing results. Why is that?

When I watched Marcus Sheridan talk about what it takes to make inbound work during his 2016 session at Inbound 16, it resonated with me. He couldn’t be more correct. There are a lot of elements that need to be in place for inbound to produce business transformation.

However “What does it take?” in my opinion, is not really the right question.  The right question is why don’t more companies do what it takes? If we all know, and we’re all working hard to help clients do what it takes, why do the massive success stories make up just 1% of all the companies trying to make inbound marketing work?

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Topics: inbound marketing agency challenges

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