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H o w t o A d v o c a t e f o r I n b o u n d 
B u d g e t a n d U p s e l l Yo u r E x i s t i n g 
A c c o u n t s
W H E R E I T 
A L L S T A R T E D 
INSERT PICTURE HERE
Hubspot Partner 
January 2013
SEO Shop
Clients Dissatisfied
Unprofitable
1 Account Manager 
= 37 Accounts
Average Retainer 
$800 per month
R I G H T F I T 
F O R I N B O U N D
C L I E N T 
A N A L Y S I S 
What is total MARKETING BUDGET? 
How interested are they in GROWTH? 
What VALUE can we provide?
4 S T E P 
P R O C E S S 
Marketing Audit 
Opportunity Analysis 
Creative Brief 
Proposal
M A R K E T I N G 
A U D I T
O P P O R T U N I T Y 
A N A L Y S I S
C R E A T I V E 
B R I E F
P R O P O S A L
W H A T W E 
L E A R N E D…. . 
Focus on PROBLEMS not BENEFITS 
Involve KEY DECISION MAKER 
DIFFERIENTATE from Competition
H O W W E 
S T A F F E D
S T A F F I N G ( O L D M O D E L ) 
CEO 
Account 
Manager 
Office 
Manager 
Outside 
Sales 
Web 
Developer
S T A F F I N G ( N E W M O D E L )
P E R S O N A L I T Y 
A S S E S S M E N T
W H A T W E 
L O O K F O R 
Critical Thinking Ability 
Willingness to Help 
Willingness to Learn
P C R P E R K S
T R A I N I N G & 
E D U C A T I O N
H O W W E 
O P E R A T E
“ T h e s h o r t c u t t h a t ’ s s u r e t o w o r k 
e v e r y t i m e . T a k e t h e l o n g w a y . D o t h e 
h a r d w o r k , c o n s i s t e n t l y a n d w i t h 
g e n e r o s i t y a n d t r a n s p a r e n c y . A n d t h e n 
y o u w o n ’ t w a s t e t i m e d o i n g i t o v e r . ” 
S e t h G o d i n
H O W W E 
F U L F I L L
F A S T E S T T O 
P L A T I N U M 
W H A T ’ S N E X T ?
$1.2 Million
8
$27,000
M O S T I M P O R T A N T L Y……. 
H A V E F U N

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HOW TO ADVOCATE FOR INBOUND BUDGET & UPSELL YOUR EXISTING ACCOUNTS [INBOUND 2014]

  • 1. H o w t o A d v o c a t e f o r I n b o u n d B u d g e t a n d U p s e l l Yo u r E x i s t i n g A c c o u n t s
  • 2. W H E R E I T A L L S T A R T E D INSERT PICTURE HERE
  • 7. 1 Account Manager = 37 Accounts
  • 9. R I G H T F I T F O R I N B O U N D
  • 10. C L I E N T A N A L Y S I S What is total MARKETING BUDGET? How interested are they in GROWTH? What VALUE can we provide?
  • 11. 4 S T E P P R O C E S S Marketing Audit Opportunity Analysis Creative Brief Proposal
  • 12. M A R K E T I N G A U D I T
  • 13. O P P O R T U N I T Y A N A L Y S I S
  • 14. C R E A T I V E B R I E F
  • 15. P R O P O S A L
  • 16. W H A T W E L E A R N E D…. . Focus on PROBLEMS not BENEFITS Involve KEY DECISION MAKER DIFFERIENTATE from Competition
  • 17. H O W W E S T A F F E D
  • 18. S T A F F I N G ( O L D M O D E L ) CEO Account Manager Office Manager Outside Sales Web Developer
  • 19. S T A F F I N G ( N E W M O D E L )
  • 20. P E R S O N A L I T Y A S S E S S M E N T
  • 21. W H A T W E L O O K F O R Critical Thinking Ability Willingness to Help Willingness to Learn
  • 22. P C R P E R K S
  • 23. T R A I N I N G & E D U C A T I O N
  • 24. H O W W E O P E R A T E
  • 25. “ T h e s h o r t c u t t h a t ’ s s u r e t o w o r k e v e r y t i m e . T a k e t h e l o n g w a y . D o t h e h a r d w o r k , c o n s i s t e n t l y a n d w i t h g e n e r o s i t y a n d t r a n s p a r e n c y . A n d t h e n y o u w o n ’ t w a s t e t i m e d o i n g i t o v e r . ” S e t h G o d i n
  • 26. H O W W E F U L F I L L
  • 27. F A S T E S T T O P L A T I N U M W H A T ’ S N E X T ?
  • 29. 8
  • 31. M O S T I M P O R T A N T L Y……. H A V E F U N