Square 2 Marketing retains 90% of their clients through a rigorous inbound marketing methodology. They have a dedicated inbound marketing manager who oversees monthly goals for traffic, conversions and leads. If leads are qualified through their sales process of discovery calls, diagnostic meetings, and design meetings, it often results in a new client. Square 2 only hires the best people and evaluates them regularly to ensure top performance through their unique company culture. Their success is measured through client results in leads and renewed engagements through a scientific testing approach to inbound tactics.
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Delivering Diamond Results
The Process Behind How Square 2 Marketing
Retains 90%+ of Their Clients
Mike Lieberman
Chief Inbound Scientist, Square 2 Marketing
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
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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
7. We Eat Our Own Dog
Food When It Comes To
Marketing
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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!
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These dogs are wanted
in seven states for tax
evasion & fraud.
Our Sales Process Is
Regimented and
Disciplined
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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)
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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
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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
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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
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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
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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
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Core Values
• Every Client Is A Raving Fan
• No Fluff
• Remarkable or Nothing
• Always Be Teaching
• Practice What You Preach
• Team Equals Family
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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)
31. RESULTS IMPACT
COMPENSATION
DIRECTLY
Feed the EAGLES and
Starve the TURKEYS – top
performers get quarter
raises based on
quantitative performance
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They’re nervous,
anxious, maybe
even worried
about getting
fired.
You have to make them
feel safe and comfortable
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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
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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
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Here’s How We Do That
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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
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You’re NOT Alone
mike@square2marketing.com
215-491-0100
215-880-6290
@Mike2Marketing
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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
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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
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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!