As inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?

1. INBOUND15
More Value, Better
Clients, Bigger Budgets:
Moving Beyond the
Basics of Inbound
platinum agency
partner

2. What to expect
from this session

3. + + +
Inbound Light
to HubSpot

4. + +

5. + +
+

6. Code your way
to better TOFUs

8. Interactive eats static content for breakfast
• Generates 38% more views than it’s nearest
TOFU competitor
• AND … the Submission Rate is 38% higher
than it’s nearest TOFU competitor
• But wait, there’s more … the Customer Rate
is 2x better than any other piece of content on
the site.

9. Seeing the
opportunity

10. Seeing the opportunity
• Ask Sales! People ask questions... but buyers ask
different questions and seek different
information … nobody knows this like the sales
department.
• Marketing triggers … early questions in the cycle
… if it really does all come down to price, then
what are the 5-10 questions that need to be
answered in order to arrive at a budget range?

11. Interactive content checklist
• Answering questions vs serving content
• Capture user data, sync often
• Learn about your prospects as you go
• Know what’s next
• Integrate with sales
and remember …
• Mobile is a must

12. Hot tub
selector

17. Aqua-Tech Hot Tub Selector
• Top converting asset on site
• Easy to use and fun
• Send lead to bottom of funnel form at final stage
• Notify lead of their options via email
• Notify sales about their engaged lead

18. Telco solutions
finder example

23. Eastlink Business Solutions Finder
• Capture information in stages
• Save each stage to HubSpot
• Present the solution for each section
• Final screen triggers overall recommendation,
email to lead and email of all details to sales dept
• JS/JSON question/answer matrix built for reuse

24. Inbound + CRO
= Money

25. Add value at the mid funnel
• Conversion Rate Optimization
• User/usability testing
• Heatmaps, clickmaps help determine user paths
• Split test big changes, iterate, improve
• Need traffic
• Exceptionally powerful for ecommerce

27. Moving down
the funnel

28. Adding value and growing retainers at the
bottom-of-funnel
• Helping Sales Leverage Content
• Lead Gen
• Training & Support

29. Bringing the top down
• Content for sales
• Extending marketing messaging down the
funnel (Message Templates) to accelerate sales
• Make offer documents available from within the
CRM for easy access

32. Lead generation
campaigns

33. Lead Generation
• Integrating social & direct email outreach via
internal workflows
• Premium content opportunities
• Other revenue opportunities (list gen,
competitive research, repurposing lead gen
content for general site use)
• Custom landing pages & follow-up emails

34. Training & supporting
the Sales Organization

35. Training & Support
• CRM training
• Sales intelligence (Sidekick, BuiltWith,
WhoIs, LinkedIn, etc)
• Sales coaching

38. What do
I need?

39. How can you get started with these tactics?
• A developer helps :)
• A willingness to get closer to sales and ask
probing business questions
• A way of pricing it

40. About pricing
• In our experience, both Interactive Content &
Sales Enablement are perceived as higher value by
clients and, thus, have less budgetary pressure
• There’s no pricing magic … itemize, estimate and
iterate based on experience. But …
1. Charge for scoping first
2. Build in extra for testing and iteration
3. Take advantage of value perception
4. Charge more for development than design

41. INBOUND15