DELIVERING DIAMOND RESULTS [INBOUND 2014]

1. #INBOUND14 Delivering Diamond Results The Process Behind How Square 2 Marketing Retains 90%+ of Their Clients Mike Lieberman Chief Inbound Scientist, Square 2 Marketing

2. MIKE LIEBERMAN @Mike2Marketing Fun fact: Recovering advertiser, once spent $85,000 on a single page ad in a magazine

3. 1 Background – who we are and how we got here 2 The Method – how we do it 3 The People – only the best 4 The Results – what we do for clients 5 Lessons Learned – what you should consider 6 Community Building – what we can do together

4. 1 BACKGROUND – Who We Are #INBOUND14 and How We Got Here

5. #INBOUND14 Who We Are - The Highlights • Clients all over the country and two clients outside the U,S. • 45 team members, both in office and remote • 1 freelancer (specialize content writer for picky client) • On pace to do $5 million in revenue this year • 10% net profit • 42 active clients • $11,000 average MRR • 0 projects • 75 HubSpot clients; $620,000 in annual licensing revenue

6. #INBOUND14 2 THE METHOD - How We Do It

7. We Eat Our Own Dog Food When It Comes To Marketing #INBOUND14

8. #INBOUND14 Our Own Inbound Marketing Methodology • Dedicated Inbound Marketing Manager • Monthly goals for website traffic, conversions and leads • Defined sales process • Weekly KPI Review • Onsite SEO • Off Site SEO • Social Media on all major networks • Guest Blogging on multiple sites • Blogging five times a week • Quarterly Webinars • Monthly Content Publication • Annual Site Relaunches • Monthly adjustments to the site • Lead Nurturing • Social Media PPC (when we need extra push) • Conversion Assist Optimization • Speaking – multiple times per month • Educational email • Best of the blog email • Video Marketing Minute (twice a month) • New Tactic Launching!

9. #INBOUND14 These dogs are wanted in seven states for tax evasion & fraud. Our Sales Process Is Regimented and Disciplined

10. #INBOUND14 Our Own Inbound Sales Process • All inbound leads are followed up personally the same day they come in • All inbound leads get a 30 minute Discovery Call • If Qualified, they get a 90 minute Diagnostic Meeting • If Qualified, they get a 90 minute Design Meeting • Followed by a 30 minute follow up call • Prospects who want to hire us, get a two page Marketing Services Agreement with a more detailed Statement of Work • Process delivers four new clients per month (on average)

11. #INBOUND14 Our Teams Are Structured Around Our Clients

12. The HIVE Our teams are called Hives with the CLIENT at the center of the Hive #INBOUND14

13. #INBOUND14 Our Hives Interactive Consultant Strategist Editor Consultant Clients Consultant Copy Architect Support PM - MCR Copy Architect Copy Architect

14. #INBOUND14 Our Hives with Shared Resources Creative Director Content Director Interactive Graphic Design Consultant Strategist Editor Consultant Clients Consultant Copy Architect Support PM - MCR Copy Architect Copy Architect

15. #INBOUND14 Key Metrics • Hives target is $135,000 in monthly reoccurring revenue • Roughly 12 clients • Work between 45 and 50 hours per week • Target is to be 70% billable • Target is 80 Net Promoter Score • 90% retention rate of retainable clients

16. #INBOUND14 The Engagement Methodology Is Rigid By Design

17. #INBOUND14 Regular Planning • Initial strategy - first 45 Days • Any required adjustments and content planning - every three months • Reconnect with clients overall business strategy - annually • Program optimization around results - monthly

18. #INBOUND14 Phased Approach • Planning • Foundation • Implementation • Optimization • Planning Again

19. #INBOUND14 Always Be Teaching • What, How, Why • Daily Education • Weekly Reminders • Monthly Reporting

20. #INBOUND14 Work On The Renewal Throughout The Engagement

21. #INBOUND14 During The Engagement • Rolling 12 Months Goal Tracking and Projections • Keep Track of Tactics Discussed But Not Implemented • Continuously Recommend New Tactics • Maintain Parking Lot of Suggestions • Help Them Plan Year 2, Including Your Involvement

22. #INBOUND14 Toward The End Of The Engagement • Start With Three Months Remaining • Show Them Year Two • Provide Full Set of Recommendations (whether you’re doing it or not) • Co-Create Final Program • Make Them “a little” Uncomfortable

23. #INBOUND14 3 THE PEOPLE – Only The Best

24. #INBOUND14 Core Values – Impact Daily Decision Making

25. #INBOUND14 Core Values • Every Client Is A Raving Fan • No Fluff • Remarkable or Nothing • Always Be Teaching • Practice What You Preach • Team Equals Family

26. Cultural Imperatives – Guides Our Behaviors and Actions #INBOUND14

27. #INBOUND14 Cultural Imperatives • Positive • Light Hearted • Agile • Confident • Empathetic • Solutions Oriented

28. We Recruit For Every Role Every Day #INBOUND14

29. #INBOUND14 Getting Hired • Resume Screen • Social Media and Content Review • Culture Phone Screen • Interview with Team • Interview with ME (for mid level roles and up) • Presentation to the Team (for most roles)

30. #INBOUND14 Regular Reviews Quarterly Scorecards on Attitude and Aptitude with Quantitative Results

31. RESULTS IMPACT COMPENSATION DIRECTLY Feed the EAGLES and Starve the TURKEYS – top performers get quarter raises based on quantitative performance #INBOUND14

32. 4 THE RESULTS – What We Do For #INBOUND14 Clients

33. #INBOUND14 Get Them Results

34. IT COME DOWN TO ONE THING If you get them leads, they’re happy! #INBOUND14

35. #INBOUND14 They’re nervous, anxious, maybe even worried about getting fired.

36. #INBOUND14 They’re nervous, anxious, maybe even worried about getting fired. You have to make them feel safe and comfortable

37. #INBOUND14 Here’s How We Do That • Weekly Email Updates • Monthly Progress Reports • Bi-weekly Conference Calls • Daily email and phone conversations with clients • Regular Net Promoter and Check In Calls with me • Highlight the successes

38. If You Don’t Get Them Leads, None Of That Matters #INBOUND14

39. • We wont take an engagement without strategy work • We set performance expectations and goals before we start • We track and reset these monthly • We know what inbound marketing tactics deliver what results • We won’t take an engagement if the client isn’t willing to pay for the tactics they need • The team is trained on inbound marketing optimization • They track and review program performance daily and optimize it weekly #INBOUND14 Here’s How We Do That

40. We’ve Always Take A Very Scientific Approach To Inbound #INBOUND14

41. #INBOUND14 Here’s How We Do That • Test new stuff on us first • If it works, trial it with clients…be transparent • If it works for them too, make it part of SOP • We don’t like to learn how to do inbound at our client’s expense • Try everything that makes sense • Fail fast and try lots of different experiments • Testing isn’t just about marketing tactics • Get the team involved

42. 5 TOP 10 LESSONS LEARNED – What You Should Consider Doing #INBOUND14

43. #INBOUND14 Lesson 1 – Don’t Go Forward Without Strategy

44. #INBOUND14 Lesson 2 – Proceed With Caution On Freelancers

45. #INBOUND14 Lesson 3 – Be Proactive With Clients…No Matter What

46. Lesson 4 – Don’t Proceed Without Some Type Of Marketing Automation #INBOUND14

47. #INBOUND14 Lesson 5 – Document Everything

48. #INBOUND14 Lesson 6 – Hire The Best People…And Then Nurture Them

49. Lesson 7 – Track Everything Daily, Weekly and Monthly #INBOUND14

50. #INBOUND14 Lesson 8 – Don’t Underestimate The Importance Of Your Culture

51. #INBOUND14 Lesson 9 – Innovate Constantly

52. #INBOUND14 INBOUND SALES • Strategy and Plan • Process Redesign • Tools • Training • Ongoing Coaching

53. NEW eMAGAZINE • Cut through the clutter • Improve email marketing #INBOUND14 results • Support the community • Educate • Test new ad revenue model

54. #INBOUND14 Lesson 10 – Get Help Sooner Than Later

55. 6 COMMUNITY BUILDING – What #INBOUND14 We Can Do Together

56. #INBOUND14 You’re NOT Alone

57. #INBOUND14 You’re NOT Alone mike@square2marketing.com 215-491-0100 215-880-6290 @Mike2Marketing

58. #INBOUND14 2Inbound – The Magazine • About YOU! • Submit Articles • Submit Success Stories • Submit Ideas • Sell Ads – Revenue Share • Advisory Board • Surveys and Polls • We’ll Share All The Results and Key Learnings With You • Editorial Calendar – October is Website, November is • Submit articles and inquires to lmoreno@2inbound.com

59. #INBOUND14 Come And Spend The Week

60. #INBOUND14 ONE Lucky Attendee Is Coming…ON US " Fill out this form " Selected at random " Spend the week with us ON US " Come to meetings, meet the team, visit with clients " Ask Us ANYTHING! LANDING PAGE STILL NEEDS TO BE ENTERED IN HERE

61. #INBOUND14 We’re Buying Agencies " If you love selling but service is challenging " If you love servicing but selling is challenging " If you’re concerned about trying to “figure it out” on your own " If you’re all in on Inbound and share our vision " If you want to be part of a bigger team We should talk!

62. #INBOUND14 We’re ALL IN on INBOUND…..join the fun!!!!!

63. #INBOUND14 More QUESTIONS ?

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