STAGNATE TO STUNNING [INBOUND 2014]

#INBOUND14

Stagnate to Stunning Why We Adopted Inbound & How We Reinvented Our Agency

Dan’l Mackey Almy President & CEO, DMA Solutions, Inc.

#INBOUND14

@WhyNotFresh

“The internet is going to change marketing before it changes almost anything else, and old marketing will die in its path.”

— Seth Godin, Permission Marketing

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

FAST FO O D h a d this

#INBOUND14

@WhyNotFresh

AND

this

#INBOUND14

@WhyNotFresh

P ROC ES S ED

FO O D h a d this

#INBOUND14

@WhyNotFresh

AND

this

#INBOUND14

@WhyNotFresh

AND let ’s not forget about this

#INBOUND14

@WhyNotFresh

Problem…

#INBOUND14

@WhyNotFresh

But there was a hero being born.

#INBOUND14

@WhyNotFresh

Game changer.

#INBOUND14

@WhyNotFresh

Game changer.

Game changer.

#INBOUND14

@WhyNotFresh

10 YEARS AGO

#INBOUND14

@WhyNotFresh

Per capita consumption of fresh fruit in the U.S.

#INBOUND14

@WhyNotFresh

— Seth Godin, The Purple Cow (2003)

“Imagine how cool Pop Tarts would be if the brand manager was the sort of person who ate them for dinner.”

#INBOUND14

@WhyNotFresh

#INBOUND14

@WhyNotFresh

#INBOUND14

@WhyNotFresh

#INBOUND14

@WhyNotFresh

#INBOUND14

@WhyNotFresh

Our services Brand Development Website/Blog Creation Creative Design & Ideation Copywriting & Content Creation Social Media Management Inbound Marketing Services Advertising Design & Management Tradeshows & Events Public Relations

GOALS

MARKETING

CREATIVE DESIGN

PUBLIC RELATIONS

RESULTS

#INBOUND14

@WhyNotFresh

Stable. Stagnant. Stunning.

#INBOUND14

@WhyNotFresh

Stable: Years 1 – 6 ü  We were growing

ü  Healthy number of clients seeking our services

ü  Digital was the primary source of new business

#INBOUND14

@WhyNotFresh

Stagnant: Years 7 – 8: ü  Growth with current

clients plateaued

ü  New business leads thinned

ü  Internal growth continued, with no plan

ü  Reached “Conscious Crossroads”

#INBOUND14

@WhyNotFresh

What changed, and how did we transform?

#INBOUND14

@WhyNotFresh

Approach – Helpful (Inbound) – Measurable

(HubSpot) People – Right Fit – Right Number

#INBOUND14

@WhyNotFresh Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

DMA Revenue Results 2010-2014

#INBOUND14

@WhyNotFresh

DMA Case Study HubSpot

2x Increase in

Inbound Client Base

after 1st Year

40% Increase

in Revenue in 1st Year

2x Increase

in Online Traffic in 2 Years

#INBOUND14

@WhyNotFresh

"The goal is to out-think, rather than outspend, the competition."

— Paul Roetzer,

The Marketing Performance Blueprint

#INBOUND14

@WhyNotFresh

1. Grow business with current clients.

#INBOUND14

@WhyNotFresh

1.  Grow business with current clients.

2.  Attract new clients while you sleep.

#INBOUND14

@WhyNotFresh

1.  Grow business with current clients

2.   Attract new clients while you sleep

3.  Repeat.

#INBOUND14

@WhyNotFresh

SMART GOALS: q  Grow client’s

qualified databases to 500M in 2015

q  Achieve Platinum status in 2015

q  Double the size of our agency by EOY 2016

#INBOUND14

@WhyNotFresh

INTERNAL STRATEGIES: q  Develop

Management Team

q  Diversify agency

q  Form Partnerships

#INBOUND14

@WhyNotFresh

EXTERNAL STRATEGIES: q  Elevate client’s

brands

q  Encourage & Motivate industry

q  Inspire consumers

#INBOUND14

@WhyNotFresh

OUR FUTURE

SUCCESS

#INBOUND14

@WhyNotFresh

THANK YOU!

@WhyNotFresh

Dan’l Mackey Almy