The Agency Growth Blog - For Owners Who Want Growth

Want To Know What's Going On In The Agency Selection Process? Just Ask Your Prospects

Posted by Mike Lieberman on Feb 7, 2019 8:22:00 AM

The past two years have felt very different than the previous 14 years, at least for me. As a curious person and one who likes to solve problems, I started looking into it. One approach I took was to ask our prospects and new clients more questions about their buyer journey.

Their answers, comments and feedback have been eye-opening. It’s been directing our strategy for the past 12 months, but it continues to be challenging. In short, everyone seems paralyzed with confusion and apprehension AND as agency owners, we’re not helping ourselves.

Here’s a comment I picked up from a prospect last week.

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Topics: agency selection, prospect buyer journey

The Fastest Way To Produce Results For Your Inbound Marketing Clients Is Use An Upgraded Offer Strategy

Posted by Mike Lieberman on Jan 31, 2019 7:03:00 AM

Sometimes I spend a few minutes in the HubSpot Agencies Facebook Group and noticed an agency owner asking about quick wins. The other owners posted the standard collection of advice like add a chat bot, look to improve conversions across the site and start a pay per click campaign. All good ideas.

But the best idea we’ve seen in 16 years of running an agency responsible for generating results for our clients is to rearchitect the back end of the buyer journey offers.

What does that mean? Let me answer it in this article.

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Topics: content marketing, lead generation, content strategy

Where Do I Go To Find Inspiration And Innovation For Our Revenue Growth Agency?

Posted by Mike Lieberman on Jan 24, 2019 2:42:30 PM

You might be surprised that most of my inspiration and innovation comes from outside our industry. While there are agencies who I admire and other larger professional services firms who we aspire to be like—there are still many interesting lessons to be learned from companies outside our direct space.

For example, a lot of what we do at Square 2 from a delivery and client services perspective has been adapted from the software development industry and the military.

The service experience we are working toward is modeled after the way Disney approaches taking care of its guests and our sales process is designed around the way a white-water rafting company would create a trip for your family.

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Topics: agency growth strategies

How To Leverage HubSpot's ServiceHub For Your Digital Agency

Posted by Mike Lieberman on Jan 17, 2019 7:31:00 AM

You’re all in on HubSpot. You went all in on Inbound Marketing a few years ago. Then early last year you went all in on Inbound Sales. In September HubSpot said you should offer services for customer service too and they gave you the final piece of the puzzle, ServiceHub to go with SalesHub and MarketingHub.

To make this all easy for you, they also handed you the Flywheel to help you wrap all the hubs into a nice simple package for clients. But the services that go with both sales and customer service aren’t as easy to wrap up in a nice package, are they?

Specifically, agency services for the customer service area. Most of us can figure out sales services, but customer service—not as easy. What can a digital agency do to help customer service?

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Topics: inbound agency services, customer service services

How Do I Know Who To Hire Next To Make 2019 Our Best Year Ever?

Posted by Mike Lieberman on Jan 10, 2019 2:37:36 PM

I often look back through old blog article to make sure that I’m always covering new ground and writing about new topics, but this topic is so common and its been almost three years since I talked about strategies behind hiring, that it seemed like a good starting point for 2019.

Today a lot of agencies are growing. I’ve spoken to several agency owners recently who shared with me, they’ve grown from $300,000 to $600,000 in the last year or from $700,000 to $1.5 million over the past 18 months. A lot of agencies are growing so their obvious question is, “as we grow, who do we hire, in what order and into what role?”

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Topics: Hiring, Planning for Growth

The Top 5 Scariest Predictions For The Agency Community in 2019

Posted by Mike Lieberman on Jan 3, 2019 8:45:00 AM

Everyone likes to do predictions at this time of year. I’m no different, especially since most people don’t remember these predictions from year to year. However, I’m willing to hold my predictions up to a higher standard. Here’s a link to the predictions I made early in 2018. Let’s see how I did.

Competition will increase and there will be commoditized pricing pressure on all agency services. Those were one and two and while maybe those weren’t the craziest prediction, they did both come true. This past year felt like there were many more agencies to compete with and major downward pressure on pricing due to the increasing number of agencies willing to do more work for less money.

Prediction number three was about consolidation in the agency market and that was true. HubSpot agencies got snapped up or merged, and agencies outside the HubSpot community are being purchased at very high rates, especially those that offer digital transformational services to large companies and major brands.

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Topics: 2019 Predictions

Teach Your Team How To Uncover Marketing, Sales And Service Program Performance Insights

Posted by Mike Lieberman on Nov 15, 2018 12:34:29 PM

It’s one of the hardest skills you’ll need your team to deliver, but it’s also the most valuable, in my humble opinion.

How good is your team at being able to quickly look through client program performance data and derive the insights they need to improve performance? But wait, we’re not done yet!

How good are they at coming up with an action plan that includes a handful of experiments or improvement ideas based on those analytical insights to quickly increase your client’s marketing program performance metrics?

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Topics: inbound program performance, Insights and Analytics

Are Agency Mergers And Acquisitions Important For Agency Growth?

Posted by Mike Lieberman on Oct 24, 2018 8:55:00 AM

The short answer is no. You don’t need to acquire other agencies to grow, but it sure does help. Think about it like this. Would you pay a sales rep $100,000 if they were going to bring you a guaranteed $1 million dollars in new business? Of course.

What about if you could hire 10 highly qualified, amazing, culturally perfect new team members in one afternoon? And you had revenue to pay them all. Would you do that? Of course, you would.

What about filling a gap in your current delivery? For example, what if you’re just ok at paid media and paid search, but by acquiring a company you’re instantly at the top of your game in terms of getting clients results from their paid media programs? Anyone would say yes to this scenario too.

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Topics: agency growth strategies, inbound agency growth, Agency Acquisitions

Are You A Marketing Agency? Sales Agency? Or Revenue Growth Agency? How To Know For Sure!

Posted by Mike Lieberman on Oct 3, 2018 7:03:00 AM

During Partner Day at Inbound 18, if you were paying attention you might have heard JD Sherman, COO at HubSpot say not everyone is going to want to sell and provide services around HubSpot’s full suite of products.

I thought that was astute for HubSpot to realize that and honest for them to admit it to a few hundred of their best partners. But agencies are at an inflection point. What kind of agency do you want to be? What kind of services do you want to provide to clients?

Perhaps more importantly, is not what you want, but what your clients want and what your team is prepared to deliver. So today, here’s how to know what direction you might want to consider for your agency.

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Topics: digital agency strategy

What I Saw, What I Heard, And What I Learned At Inbound 18

Posted by Mike Lieberman on Sep 13, 2018 10:50:24 AM

Every year thousands of agency owners and their teams make their way to Boston. Some have been coming for years. This was my eighth Inbound. When I first came to Inbound back in 2010 there were 300 attendees in a few rooms at a hotel downtown.

A few of us were remembering how much fun it was to have the entire conference and all the HubSpot people, including Brian Halligan, go from bar to bar on their annual Inbound Bar Crawl. That was a good time.

This year there were so many people that the conference has spilled out of the conference center and into adjacent hotels. Even Partner Day had to be moved to an entirely new facility. It is great to see old friends, new friends, clients, prospects, prospective new partners and all the crew from HubSpot.

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Topics: Inbound 18

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