CONTENT MARKETER’S BLUEPRINT ™ AGENCY RESELLER PROGRAM
A Process for Selling and ServicingInbound Marketing Retainers – That Works!
Max Traylor – VP Business Development | Content Marketer’s BlueprintBrian Signorelli – Your HubSpot Channel Account Manager
LET’S TALK ABOUT FAILURE
INBOUND MARKETING = A PROCESS for generating leads and nurturing
them to a point of sale using content and automation.
A PROCESS to grow a business…
STRUGGLING AS A YOUNG AGENCY
“We were selling activity and promising results.”
- Kevin Jorgensen, Partner - IMR
STRUGGLE #1: SELLING VALUE
• Tried to sell retainers
• Couldn’t get long term commitment
• Negotiated based on price
• Ended up with a transaction (blogs, landing pages, email campaigns)
Sell a Package & Upsell to Retainer?
Epic Fail: 0-17
Conclusion!
Sell the PROCESS, not a PROMISE.
• Every client has their own agenda
• Success takes time• Clients want results• Desperation• Misery• Failure
STRUGGLE #2: SERVICE
“If you don’t fire me, I will!”
-Joe Pettirossi, Partner – Innovative Marketing Resources
Conclusion!
Follow the PROCESS.
• Service stopped sales
• Hiring was scary (revenue)
• Training was long
• Scale just didn’t happen
STRUGGLE #3: SCALE
“Where can we find inbound marketing consultants? Oh wait, they don’t exist!”
- Joe Pettirossi, Partner - IMR
CONCLUSION
Scale Requires: Selling a PROCESS
Following the PROCESS
WHAT WE DID:Content
Marketer’s Blueprint™
1. Created a document outlining the process for growing a business using content marketing.
2. Customized that process and presented the plan to prospects to close retainers.
Inside the CMBDistribution• Identify trend setters and
trending topics on social media to increase reach of content online.
Buyer Persona• Triggers
• Need for information
• Buying process
Content Plan• 3 month blog campaign
• Premium content to follow the Buyer’s Journey
• Lead nurturing to map a sales process
RESULTSScale• Profitable
• Repeatable
• 9 full time employees, freelancers, strategic partners
Sales• 20 Retainers in 6
months
• 87% Conversion (20/23)
• 6-7 hour process
• Prospects LOVE the process!
Service• 1 Consultant can manage
10 clients
• 80% Continuation
• Client’s multiply (referrals)
• They believe in the process
TAKE AWAYS
Find a successful process and stick with it. Sell
process, not a promise.
THE CONTENT MARKETER’S BLUEPRINTAGENCY RESELLER PROGRAM“Helping agencies scale with a proven process”
Sales Process Service Model Support
Agency Sales Process
SALES STEP 1: YOU DISCOVER
• 1 hour collaborative
discussion (start the questionnaire)
• BUYER PERSONA information
• BUYER’S JOURNEY information
• Prospect finishes with internal team
SALES STEP 2: CMB CREATES
THE PLAN
• Timing: 2-3 business days.•Cost to Agency: $795
SALES STEP 3: PROPOSAL
Build the engine(4-6 weeks, $8-12k + HubSpot Pro)
Put gas in the engine(Retainer for ongoing content marketing services starting at $3,500/Month)
Agency Service Model
SERVICE OFFERING#1 Strategy #3 Add On
Services#2 Core Content
Services
SERVICES STEP 1: BUILD THE ENGINE
“Without the ability to turn visitors into customers, your services will always fall
short”.
The first step is always to build the automated sales engine.
Timing: 1-2 monthsAgency Revenue: $6,000/$14,000 Total
SERVICES STEP 2: PUT GAS IN THE ENGINE
What happens when you put gas into an engine that isn’t built yet?
The second step is to use your core services to attract leads (content
creation and distribution).Timing: 3-6 months
Agency Revenue: $3,500 - $6,000 Per Month
SERVICES STEP 3: ROCKET FUEL BASED ON DATA DRIVEN DECISIONS
Once your engine is running smoothly, invest in rocket fuel to boost the amount of
leads coming into the system!
The third step is to upsell various add on services by identifying the most valuable
sources of leads.Timing: 6-12 months
Agency Revenue: $6,000 - $10,000 Per Month
Support
SUPPORT FOR YOUR AGENCY
Training CollaborationTools & Resources
TRAINING VIDEOS
• Selling & Implementing
• Content Creation• Measuring
Results
TOOLS & RESOURCES
CMB Lead Quality Report
Social Trend Analysis
Project Management
Copywriting
Sales Collateral
COLLABORATION• Weekly Client
Performance Reviews
• Weekly industry presentations
• Live Events• 75 agencies strong
Sit in on CMB partner office hours today at 3pm eastern!
http://www.contentmarketingblueprint.com/2014-
webinars
How can your agency adopt this sales and service model?
COST PER BLUEPRIN
T: $795Training & Certification is included with 1st Blueprint purchase (1st purchase must by your own agency Blueprint).
Contentmarketingblueprint.com/join-the-community
GET STARTED WITH A FREE
TRAINING COURSE
• Video training• Content guides• Select partner
webinars
BLUEPRINT YOUR AGENCY
www.contentmarketingblueprint.com