upselling inbound retainers with hubspot data

www.contentmarketingblueprint.com

CMB Partner Office Hours

Upselling inbound retainers with HubSpot data.

Every Tuesday @3pm Easternwww.contentmarketingblueprint.com


Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion

Extra time: CMB Partner Questions


Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor


Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB


What is the CMB Community?

Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s Question:

How can HubSpot data be used to upsell inbound retainers?



Set Expectations


Three stages to every engagement

Create your

strategy

Build your

engine

Measure and

improve

What is the process your buyer goes through to make a purchasing decision?

Model that process with content and marketing automation.

Use performance data to improve the online engine.


Two areas of improvement


#1: Engine efficiency

Services to improve engine performance

Helpful content offers

Nurturing emails

Website re-design

Sales and marketing alignment (offers)


#2: Volume of leads

Distribution services to boost volume of leads

Owned media (Social media management

Earned media (PR services –digital, print, radio TV)

Paid media (PPC, Linkedin, retargeter, paid ad space)


Start with the end in mind: measurement


What you need to measure in order to upsell

ROI What is the return on your current investments?

Quality of leads Which investments have high ROI Which investments have low ROI


Real life example: Wellness-Institute


Wellness-Institute built out a sales process online.

4 premium content PDFsTOFU: The Ultimate Guide to Clinical Hypnotherapy TechniquesTOFU: 13 Ways Hypnotherapy Certification Can Start and Increase your PracticeMOFU: The Six-Day Hypnotherapy Certification Training Program GuideMOFU: Advanced Internship Program WorkflowTOFUMOFU Blogging 60 blog posts in last 12 months (5 posts per month)Averaging 362 weekly blog views88 blog subscribers

http://web.wellness-institute.org/blog/


Step 1: Evaluate current investments

(content)


Strong growth in visits due to content

Steady decline in conversion rate (black line) due to paid traffic (red).


Paid traffic

Organic traffic


Bottom line for success:

Consistent content generates leads!


Quality of leads

Insights on lead quality

Generally, leads get stuck at the middle of the sales funnel. This means they get stuck when they engage with your brand/website pages.

Workflows can also be used to “unstick” these leads.

Case studies and testimonials can be used to overcome objections in the sales process.


Bottom line for gaps:

A better website, combined with lead nurturing programs will produce higher quality leads.


Paid Traffic vs Organic Traffic

Google PPC Organic Traffic


Next Session: Tuesday June 3rd @ 3:00 PM

Sign up at: www.contentmarketingblueprint.com/2014-

webinars

upselling inbound retainers with hubspot data

Marketing

paid traffic

traffic organic traffic

current investments

higher quality leads

quality of leads insights

consistent content

sales process

engine efficiency services