The customer acquisition lifecycle for marketing providers is changing. The traditional sales funnel is dead. Join WordStream and UpCity on the transition from the sales funnel to a flywheel of engaging, converting, and delighting your customers, prospects, and advocates. In this session, you'll: - Identify how to engage with your audience at each stage of the customer lifecycle - Discover practical ways to benchmark and grow your digital reputation and credibility - Build a network of ambassadors that can help you grow your brand

1. 1
How the
Flywheel is
Changing
Customer
Acquisition
Strategies
for Agencies
&
Brought to you by:

2. 2
Heidi Sullivan
SVP, Product & Marketing
@hksully
2

3. 3
Zach Rego
Global Agency Director
/zachrego/
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4. 44
Helping Businesses
Find Marketing Providers
They Can Trust.
The UpCity Marketplace creates and empowers successful
relationships between businesses and marketing service
providers. We help businesses find marketing providers
they can trust and provide transparency and insights to
dramatically improve the marketing partner selection and
purchase experience.
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5. 5
image
33,000+
marketing providers are
listed on our Marketplace.
225,000+
businesses visit UpCity on
average each month seeking
marketing services.
56,000+
ranked keyword phrases in
search engines with queries
based on location, service
and industry.
619
cities and markets in North
America are included on
our Marketplace.
Numbers
Don’t Lie
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6. 66
WordStream Advisor For Agencies
31% 5%19%
INCREASE IN CONVERSIONS INCREASE IN CTR DECREASE IN CPA
On average, within the first 6 months of using
WordStream Advisor, agency clients see:
$60B
TOTAL AD SPEND ANALYZED
BY WORDSTREAM
1500+
AGENCY CLIENTS USING
WORDSTREAM ADVISOR
AROUND THE WORLD
3
PREMIER-LEVEL PARTNERSHIPS
WITH GOOGLE, FACEBOOK,
AND BING

7. 7
60%
43%
35%34%
29%28%
23%
16%
12%
Retaining
Employees
Keeping Existing
Clients
Hitting Client
Goals &
Expectations
Moving On From
Bad Clients
Maintaining Cash
Flow
Profitability Finding Employees
with the “Right Fit”
Not Enough Free
Time for
Administrative
Tasks
Finding New
Clients
What Are Your Biggest
Pain Points?Q:
*ACCORDING TO HUBSPOT’S 2018 AGENCY GROWTH REPORT
Finding New Clients Is One Of The Most Difficult Challenges*
That Marketing Providers Face.
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8. 88
Gone are the days of looking at growing our business
with a sales funnel.
Today, word of mouth marketing is fuelling a customer
flywheel: delighting our customers leads to engaging our
target audiences and converting more business, and on,
and on.
The New Customer Acquisition Lifecycle
THEN NOW
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9. 9
ENGAGE
9
Fill your pipeline
Engage your community
Build and manage your reputation
Generate leads
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10. 1010
Create Free Downloads

11. 1111
Provide Free Account Audits
+ =

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image
12
Recommendability Signals:
Review Count
Average Review Rating
Listing Consistency & Completeness
Organic Search Presence
Domain Authority
Website Page Speed
Digital Recommendability &
Growth Insights
UpCity
Recommendability
Rating
8.9
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Word of Mouth Works
88% of people trust online reviews written by other
consumers as much as they trust recommendations from
personal contacts.*
And 92% of B2B buyers are more likely to purchase after
reading a trusted review.**
But only 33% of businesses are actively seeking out and
collecting reviews.***
*BrightLocal
**G2Crowd and Heintz
***iMPACT
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Ask for Testimonials

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Build a Referral Program

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CONVERT
16
Set expectations
Respond quickly & transparently
Close business
Onboard effectively
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Always Benchmark!

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Reset Prospects Expectations
Budget invested into Google
Search Ads
$5,000
Average Cost Per Click $5.20
Traffic to Website 961
Average Industry Conversion
Rate
3.3%
Number of Leads 32
Closing Percentage 20%
Number of Sales 6.4
Average Sale Price $4,000
Revenue Generated $25,600
RealityExpectation
Invest $5,000
Generate $50,000

19. 1919
When to Say No
1
2
3
4
5
6
7
8
History of suspensions by
Google
They don’t trust you
They push back on new strategy
recommendations
They are commitment-phobes
They refuse to admit when their
website needs work
They will not provide clearly
defined goals
Their goals are unreasonable
Your gut says NO!

20. 2020
7 Reasons Salespeople Don’t
Close the Deal
1. They are not trusted or respected.
2. They can’t converse effectively with senior
executives.
3. They can’t clearly explain how their solution
helps the buyer’s business.
4. They are too self centered.
5. They use the wrong closing strategy.
6. They don’t alleviate the risk of buying their
solution.
7. They can’t establish a personal connection
with the buyer.
- from Steve W. Martin, sales strategy instructor at the University of
Southern California Marshall School of Business for Harvard Business
Review
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21. 2120
Project Plan Phases
PHASE 1
Discovery & Account
Restructure
Conversion Tracking Audit
Easy-Win Adjustments
(search partner removal,
mobile app removal)
Search Campaign
Re-structuring
Shopping Campaign
Re-structuring
Display Campaign
Re-Structuring
Ad Extension Audit/Creation
Ad Copy Audit/Creation
Brand Campaign Creation
PHASE 2
Campaign Creation
Display Remarketing
Campaign Creating/
Re-structure
Audience Creation -
Remarketing or Customer
Match
New Campaign Creation
Keyword Research
Ad Scheduling
Competitor Analysis
PHASE 4
Testing
Bing Ads Import - Scheduled
Ongoing Account
Optimizations
Other Display Campaigns/
Targeting
Landing Page Optimization
Test a New Platform (FB,
LinkedIn, Etc.)
Dynamic Search Ads
Ad Copy Refresh (Display or
Search)
PHASE 5
Refine
Test More Platforms (Twitter,
Capterra, Reddit, Quora)
Quality Score Keyword
Analysis
Ad Copy Refresh (Display or
Search)
Ad Customizers (Geo, IF,
Countdown)
PHASE 6
Ongoing Account
Optimizations
Ongoing Account
Optimizations
Review Project Plan
PHASE 3
Analysis
Location Targeting Analysis
Device Targeting Analysis
Demo Targeting Analysis
Audience Targeting - RLSA
Audience Targeting - Display
Automated Bid Strategy
Experimentation
Smart Shopping

22. 22
DELIGHT
22
Focus on customer experience
Deliver great services
Touch base often
Request reviews & recommendations
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The DELIGHT Difference
Happy clients…
... stay longer.
… spend more.
… tell others.
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How to DELIGHT
May 6 – Jun. 5, 2019
Compared to Apr. 7 – May 5, 2019Set up a weekly call cadence:
• 30-minute call
• Same time every week
• Same report reviewed every call
Effective Meeting Strategies:
1. State the goal of your meeting
2. Talk Strategy! Don’t read numbers.
1. Outline a new strategy, expand, repeat

25. 2525
Thank You!
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