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State of the
Online Marketing
Services Industry




                    A Publication of HubSpot’s
                    Partner Program
1   Executive
    Summary
Executive Summary

The State of the Online Marketing Services Industry
Report was conducted by HubSpot's Partner Agency
Team in the summer and fall of 2011. The survey
consisted of 45 questions, which spanned topics from
agency size and annual revenue to service offerings
and business processes. 750 survey responses were
received.
                                                               STATE OF THE
The goal of the survey was to profile the online           ONLINE MARKETING
marketing industry as a whole, and identify what           SERVICES INDUSTRY
service offerings and business processes were being
leveraged by the most successful agencies. We also
probed respondents around their biggest pain points,
aiming to understand what financial, service and
operational challenges were most prevalent. The
following report contains data and charts derived from
these questions, as well as interpretations of that data
by HubSpot.
2   Breakdown of
    Agency Size
    & Structure
Agency Breakdown: Organizational Structure

Question: Does your agency have        Question: Which specific business functions
professionals dedicated to specific    does your agency dedicate resources towards?
functions (e.g. sales, copy writing,
etc.) vs. multi-disciplinary?

                                          Account Managers                                21%

                                         Designers/Creative                        16%
          No
                                                  Technology                      16%
         33%
                                         Sales Professionals
                    Yes                  (For New Business)
                                                                            12%
                    67%
                                        Copywriters/Bloggers               11%

                                           Internal Marketing             9%

                                                         Other                   15%


                                       Note: percentages are based on the number of employees
                                       dedicated to a function out of all employees dedicated to
                                       specific functions (sums to 100%)
                                                                                                   5
Agency Breakdown: Top Service Offerings
           Question: What are your agencies top 3 service offerings?

                                  Web Design                                     15%
                             Brand Marketing                               14%
                                  Social Media                           12%
         Search Engine Optimization (SEO)                             11%
         Full-Service Marketing Outsourcing                           11%
Content Creation (e.g. ebooks, white papers)                    6%
                             Email Marketing                  5%
                        Public Relations (PR)                 5%
                         Pay per Click (PPC)             3%
                                      Blogging           3%
                                    Direct Mail        2%
                       Marketing Automation           2%             3 of the top
                            Video Production         2%               5 services
                    Application Development…         2%              offered are
                 Media Buying – Non-Digital          2%              web-related.
                       Media Buying (Digital)       1%
                       Promotional Products        1%
                                  Trade shows     1%
                           Affiliate Marketing    1%
                         Appointment Setting      1%
                                                                                       6
Agency Breakdown: Top Service Offerings
                Question: What services do you currently offer?
                What services do you plan to add in the future?
                          Social Media                      83%                      7%
                     Brand Marketing                       81%                     3%
                     Email Marketing                       81%                      6%
                          Web Design                       81%                     4%
  Search Engine Optimization (SEO)                        75%                    9%
       Content Creation (e.g. ebooks)                   67%                 11%
                              Blogging                  67%                 11%
                  Pay per Click (PPC)                53%             12%
  Full-Service Marketing Outsourcing                50%            7%
                            Direct Mail            47%           5%
                      Public Relations            45%            12%
                    Video Production              44%            15%
               Media Buying – Digital           36%          14%
                          Trade shows          32%        7%
                Promotional Products          30%       6%
Application Development (e.g. mobile)         29%           25%
           Media Buying – Non-Digital        28%        8%
               Marketing Automation          27%        13%            Currently Offer Service
                   Affiliate Marketing     17%     14%                 Additional Agencies that Plan to
                 Appointment Setting      12% 7%                       Offer the Service in the Future
                                                                                                      7
Agency Breakdown: Technology Used by Service

           Question: Do you recommend or resell software in any
           of the following categories?

                     Email                                  58%
                      CMS                               52%
             Web Analytics                              51%
              Social Media                            46%
                  Blogging                      39%
                                                                     82% of
                      SEO                   36%                     agencies
              CRM System                  30%                     recommend
                                                                    or resell
      Marketing automation          23%
                                                                    software.
       Pay per Click (PPC)          22%
     Media Buying – Digital        18%
                     Other    7%
 Media Buying (Non-Digital)   5%

                                                                                8
3
    Biggest
    Agency
    Challenges
Agency Challenges: Biggest Pain Points

 Question: On a scale of 1 to 5 (with 5 being the most painful), how painful
 are the following challenges?

              Cash Flow is Too
                                                                    3.64
                 Variable
        Not Generating Enough
                                                               3.44
               Leads
           Difficulty Signing Up
                                                               3.39
                New Clients

         Retainers are Too Low                               3.23

           Client Contracts are
                                                        2.87
                Too Short
         Difficulty Staying Up to
                                                      2.63
         Date with Technology
          Difficulty Keeping Up
                                                      2.62
          with Client Requests
           Difficulty Hiring and
                                                     2.53
          Retaining Employees…

                                                                               10
A Solution: Grow your Firm’s Retainer Base

The most acute agency pain points (from the previous
page, 3% and higher) are, at their core, functions of
sales and/or marketing deficiencies. HubSpot believes
that shifting from project-based revenue and adopting
processes that position your firm to earn retainer
business is the optimal way to overcome these
challenges.

Retainers are a client's commitment to employ their
agency for a defined period of time, for a fixed fee per
month. Most agencies will define the scope of services
they'll provide as part of their retainer, as well as an
estimation of the frequency of those services and/or time
required to deliver those services.

Our most successful Agency Partners have adopted this model and continue to experience
significant growth. We used data from a series of survey questions to test this hypothesis. The
following slides segment respondents into four quartiles, according to what percentage of their
business is retainer-based. We then compare these cohorts to see how agencies with small amounts
of retainer-based clients compare to those with large amounts of retainer-based clients.
Retainer Revenue: Percentage by Quartile

                Question: What percentage of your agency’s revenue
                is from retainers (split into quartiles)?



 1st Quartile                                                 70% - 100%




 2nd Quartile                                40% - 70%




 3rd Quartile                 20% - 40%




 4th Quartile      0% – 20%



                                                                           12
Biggest Challenge: Challenges by Quartile

              Question: On a scale of 1 to 5, how painful are the
              following challenges (broken down by retainer quartile)?


  Cash Flow is Too Variable                                  3.85
                                                    3.18                       Agencies who
                                                                                  sell more
    Not Generating Enough                                3.69                   retainers are
           Leads                                      3.36                    less affected by
                                                                                the industry’s
  Difficulty Signing Up New                             3.71
                                                     3.33                          biggest
             Clients
                                                                                 challenges.
     Retainers are Too Low                            3.30
                                                    3.11

    Client Contracts are Too                        3.19
             Short                        2.29

Difficulty Staying Up to Date                 2.82
       with Technology                      2.64

  Difficulty Keeping Up with                2.53
        Client Requests                      2.60
                                                               4th Quartile
       Difficulty Hiring and               2.40                1st Quartile
      Retaining Employees…                  2.57
                                                                                                 13
Retainer Comparison: Length, Value & 3-Year Growth


                                                                             Higher
          Longer                          Larger
                                                                            Revenue
         Retainers                       Retainers
                                                                             Growth


                   14.63                                                           66%
                                                  $4,090


        9.14
                                                                          38%
                                      $2,065




Avg. Retainer Length (months)      Avg. Retainer Size ($)         % of Agencies w/greater than
                                                                  10% Growth Over Last 3 Years
    4th Quartile    1st Quartile   4th Quartile    1st Quartile        4th Quartile 1st Quartile
Key
4   Agency
    Takeaways
Services Offered: Top Services by Quartile

        Question: What are your 3 main service offerings (1st quartile)?


                  Social Media…                                            13%
            Brand Marketing…                                         12%
 Search Engine Optimization                                         12%
      Full-Service Marketing…                                      11%
                  Web Design                                 10%
      Content Creation (e.g.…                           7%
       Public Relations (PR)                       6%
  Pay per Click (PPC) Mgm't                       6%
             Email Marketing                      6%
                      Blogging               5%
      Marketing Automation              2%
            Video Production           2%
 Media Buying – Non-Digital           2%
                    Direct Mail       2%
    App. Development (e.g.…          2%
      Media Buying – Digital        1%
        Appointment Setting       1%
           Affiliate Marketing    1%
                  Trade shows    0%
       Promotional Products     0%                                               16
Services Offered: Top Services by Quartile

      What is the Delta between the 1st and 4th quartile’s main service offerings?

                                              4th Quartile Agencies          1st Quartile Agencies Focus
                                              Focus More on These              More on These Services
                                                    Services
  Social Media (Twitter, Facebook, LinkedIn)                                     2%
          Brand Marketing (messaging, etc.)                   -3%
         Search Engine Optimization (SEO)                                       2%
         Full-Service Marketing Outsourcing
                                  Web Design      -9%
Content Creation (e.g. ebooks, white papers)                                     3%
                        Public Relations (PR)                                    2%
                  Pay per Click (PPC) Mgm't                                           4%
                             Email Marketing                                    2%
                                      Blogging                                  2%
                       Marketing Automation                                    1%
                            Video Production                          -1%                     Top agencies
                 Media Buying – Non-Digital                                                don’t just focus on
                                    Direct Mail                -3%                         common services
             App. Development (e.g. mobile)                                                like web design -
                       Media Buying – Digital                                                   they offer
                         Appointment Setting                                                  differentiating
                           Affiliate Marketing                                                   services.
                                  Trade shows                          -1%
                       Promotional Products                           -1%
                                                                                                                 17
Agency Processes: Robust Sales Processes

What percentage of firms (by quartile) use a                                                  Agencies that
number of sales process activities?                                                            have robust
                                                                                            sales processes
                                                                                             are 2x as likely
                                                                                             to be in the top
                                                                                                 quartile.
                   4th Quartile       1st Quartile                            39%
 35%                                                           36%
                30%             29%
                              25%                                                    Sample Sales Processes
                                             23%
      20%                                      21%
                    18%                                    17%                      1. Use a documented sales
                                                                         14%           process
                                                                                    2. Completed sales training
                                                                                    3. Have a standardized set
                                                                                       of questions to qualify
                                                                                       prospects as
     0              1             2              3             4             5         opportunities
                                                                                    4. Use a CRM to track
                 Number of Sales Processes Agency Undertakes                           sales activities and
                         (out of 5 processes on right)                                 forecast revenue
                                                                                    5. Have a process to help
Example: 39% of firms that perform all 5 sales processes are in the top quartile       prospects establish sales
                                                                                       and marketing goals         18
Agency Processes: Robust Delivery Processes

What percentage of firms (by quartile) use a
                                                                                                  Agencies that
number of different business process tools?                                                      utilize business
                                                                                                  process tools
                          4th Quartile        1st Quartile                                       are more likely
36%                                                                                              to be in the top
                                                                                  33%                 quartile
   31%                   30%                           31%
            25%                           27%
              23%            24%
                                                   21%             20%
                                      19%                                               Sample Business Process
                                                                14%                              Tools
                                                                             8%         1. Content Management
                                                                                           System (CMS)
                                                                                        2. Customer Resource
                                                                                           Management (CRM)
                                                                                        3. Project Management
   0            1            2            3            4           5              6
                                                                                        4. Time Tracking
                 Number of Business Process Tools Used by Agencies                      5. Internal Social Network
                               (out of list on the right)                                  (e.g. Yammer)
                                                                                        6. Wiki
                                                                                        7. Other
Example: 33% of firms that use 6 business process tools are in the top quartile
                                                                                                                     19
About the Authors: Peter Caputa IV & Patrick Shea



          Peter Caputa IV is HubSpot’s Channel Sales & Marketing Director. Pete has
          helped hundreds of online marketing agencies scale and grow their businesses
          by adopting inbound marketing.
          Follow him on Twitter: @pc4media




          Patrick Shea is the Marketing Manager for HubSpot’s Value-Added Reseller
          Channel. Patrick has written and presented extensively on agency growth
          strategies, and runs a weekly webinar on agency-specific topics.
          Follow him on Twitter: @mpatrickshea
www.hubspot.com/partners




                           A Publication of HubSpot’s
                           Partner Program
State of the Online Marketing Services Industry Report

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State of the Online Marketing Services Industry Report

  • 1. State of the Online Marketing Services Industry A Publication of HubSpot’s Partner Program
  • 2. 1 Executive Summary
  • 3. Executive Summary The State of the Online Marketing Services Industry Report was conducted by HubSpot's Partner Agency Team in the summer and fall of 2011. The survey consisted of 45 questions, which spanned topics from agency size and annual revenue to service offerings and business processes. 750 survey responses were received. STATE OF THE The goal of the survey was to profile the online ONLINE MARKETING marketing industry as a whole, and identify what SERVICES INDUSTRY service offerings and business processes were being leveraged by the most successful agencies. We also probed respondents around their biggest pain points, aiming to understand what financial, service and operational challenges were most prevalent. The following report contains data and charts derived from these questions, as well as interpretations of that data by HubSpot.
  • 4. 2 Breakdown of Agency Size & Structure
  • 5. Agency Breakdown: Organizational Structure Question: Does your agency have Question: Which specific business functions professionals dedicated to specific does your agency dedicate resources towards? functions (e.g. sales, copy writing, etc.) vs. multi-disciplinary? Account Managers 21% Designers/Creative 16% No Technology 16% 33% Sales Professionals Yes (For New Business) 12% 67% Copywriters/Bloggers 11% Internal Marketing 9% Other 15% Note: percentages are based on the number of employees dedicated to a function out of all employees dedicated to specific functions (sums to 100%) 5
  • 6. Agency Breakdown: Top Service Offerings Question: What are your agencies top 3 service offerings? Web Design 15% Brand Marketing 14% Social Media 12% Search Engine Optimization (SEO) 11% Full-Service Marketing Outsourcing 11% Content Creation (e.g. ebooks, white papers) 6% Email Marketing 5% Public Relations (PR) 5% Pay per Click (PPC) 3% Blogging 3% Direct Mail 2% Marketing Automation 2% 3 of the top Video Production 2% 5 services Application Development… 2% offered are Media Buying – Non-Digital 2% web-related. Media Buying (Digital) 1% Promotional Products 1% Trade shows 1% Affiliate Marketing 1% Appointment Setting 1% 6
  • 7. Agency Breakdown: Top Service Offerings Question: What services do you currently offer? What services do you plan to add in the future? Social Media 83% 7% Brand Marketing 81% 3% Email Marketing 81% 6% Web Design 81% 4% Search Engine Optimization (SEO) 75% 9% Content Creation (e.g. ebooks) 67% 11% Blogging 67% 11% Pay per Click (PPC) 53% 12% Full-Service Marketing Outsourcing 50% 7% Direct Mail 47% 5% Public Relations 45% 12% Video Production 44% 15% Media Buying – Digital 36% 14% Trade shows 32% 7% Promotional Products 30% 6% Application Development (e.g. mobile) 29% 25% Media Buying – Non-Digital 28% 8% Marketing Automation 27% 13% Currently Offer Service Affiliate Marketing 17% 14% Additional Agencies that Plan to Appointment Setting 12% 7% Offer the Service in the Future 7
  • 8. Agency Breakdown: Technology Used by Service Question: Do you recommend or resell software in any of the following categories? Email 58% CMS 52% Web Analytics 51% Social Media 46% Blogging 39% 82% of SEO 36% agencies CRM System 30% recommend or resell Marketing automation 23% software. Pay per Click (PPC) 22% Media Buying – Digital 18% Other 7% Media Buying (Non-Digital) 5% 8
  • 9. 3 Biggest Agency Challenges
  • 10. Agency Challenges: Biggest Pain Points Question: On a scale of 1 to 5 (with 5 being the most painful), how painful are the following challenges? Cash Flow is Too 3.64 Variable Not Generating Enough 3.44 Leads Difficulty Signing Up 3.39 New Clients Retainers are Too Low 3.23 Client Contracts are 2.87 Too Short Difficulty Staying Up to 2.63 Date with Technology Difficulty Keeping Up 2.62 with Client Requests Difficulty Hiring and 2.53 Retaining Employees… 10
  • 11. A Solution: Grow your Firm’s Retainer Base The most acute agency pain points (from the previous page, 3% and higher) are, at their core, functions of sales and/or marketing deficiencies. HubSpot believes that shifting from project-based revenue and adopting processes that position your firm to earn retainer business is the optimal way to overcome these challenges. Retainers are a client's commitment to employ their agency for a defined period of time, for a fixed fee per month. Most agencies will define the scope of services they'll provide as part of their retainer, as well as an estimation of the frequency of those services and/or time required to deliver those services. Our most successful Agency Partners have adopted this model and continue to experience significant growth. We used data from a series of survey questions to test this hypothesis. The following slides segment respondents into four quartiles, according to what percentage of their business is retainer-based. We then compare these cohorts to see how agencies with small amounts of retainer-based clients compare to those with large amounts of retainer-based clients.
  • 12. Retainer Revenue: Percentage by Quartile Question: What percentage of your agency’s revenue is from retainers (split into quartiles)? 1st Quartile 70% - 100% 2nd Quartile 40% - 70% 3rd Quartile 20% - 40% 4th Quartile 0% – 20% 12
  • 13. Biggest Challenge: Challenges by Quartile Question: On a scale of 1 to 5, how painful are the following challenges (broken down by retainer quartile)? Cash Flow is Too Variable 3.85 3.18 Agencies who sell more Not Generating Enough 3.69 retainers are Leads 3.36 less affected by the industry’s Difficulty Signing Up New 3.71 3.33 biggest Clients challenges. Retainers are Too Low 3.30 3.11 Client Contracts are Too 3.19 Short 2.29 Difficulty Staying Up to Date 2.82 with Technology 2.64 Difficulty Keeping Up with 2.53 Client Requests 2.60 4th Quartile Difficulty Hiring and 2.40 1st Quartile Retaining Employees… 2.57 13
  • 14. Retainer Comparison: Length, Value & 3-Year Growth Higher Longer Larger Revenue Retainers Retainers Growth 14.63 66% $4,090 9.14 38% $2,065 Avg. Retainer Length (months) Avg. Retainer Size ($) % of Agencies w/greater than 10% Growth Over Last 3 Years 4th Quartile 1st Quartile 4th Quartile 1st Quartile 4th Quartile 1st Quartile
  • 15. Key 4 Agency Takeaways
  • 16. Services Offered: Top Services by Quartile Question: What are your 3 main service offerings (1st quartile)? Social Media… 13% Brand Marketing… 12% Search Engine Optimization 12% Full-Service Marketing… 11% Web Design 10% Content Creation (e.g.… 7% Public Relations (PR) 6% Pay per Click (PPC) Mgm't 6% Email Marketing 6% Blogging 5% Marketing Automation 2% Video Production 2% Media Buying – Non-Digital 2% Direct Mail 2% App. Development (e.g.… 2% Media Buying – Digital 1% Appointment Setting 1% Affiliate Marketing 1% Trade shows 0% Promotional Products 0% 16
  • 17. Services Offered: Top Services by Quartile What is the Delta between the 1st and 4th quartile’s main service offerings? 4th Quartile Agencies 1st Quartile Agencies Focus Focus More on These More on These Services Services Social Media (Twitter, Facebook, LinkedIn) 2% Brand Marketing (messaging, etc.) -3% Search Engine Optimization (SEO) 2% Full-Service Marketing Outsourcing Web Design -9% Content Creation (e.g. ebooks, white papers) 3% Public Relations (PR) 2% Pay per Click (PPC) Mgm't 4% Email Marketing 2% Blogging 2% Marketing Automation 1% Video Production -1% Top agencies Media Buying – Non-Digital don’t just focus on Direct Mail -3% common services App. Development (e.g. mobile) like web design - Media Buying – Digital they offer Appointment Setting differentiating Affiliate Marketing services. Trade shows -1% Promotional Products -1% 17
  • 18. Agency Processes: Robust Sales Processes What percentage of firms (by quartile) use a Agencies that number of sales process activities? have robust sales processes are 2x as likely to be in the top quartile. 4th Quartile 1st Quartile 39% 35% 36% 30% 29% 25% Sample Sales Processes 23% 20% 21% 18% 17% 1. Use a documented sales 14% process 2. Completed sales training 3. Have a standardized set of questions to qualify prospects as 0 1 2 3 4 5 opportunities 4. Use a CRM to track Number of Sales Processes Agency Undertakes sales activities and (out of 5 processes on right) forecast revenue 5. Have a process to help Example: 39% of firms that perform all 5 sales processes are in the top quartile prospects establish sales and marketing goals 18
  • 19. Agency Processes: Robust Delivery Processes What percentage of firms (by quartile) use a Agencies that number of different business process tools? utilize business process tools 4th Quartile 1st Quartile are more likely 36% to be in the top 33% quartile 31% 30% 31% 25% 27% 23% 24% 21% 20% 19% Sample Business Process 14% Tools 8% 1. Content Management System (CMS) 2. Customer Resource Management (CRM) 3. Project Management 0 1 2 3 4 5 6 4. Time Tracking Number of Business Process Tools Used by Agencies 5. Internal Social Network (out of list on the right) (e.g. Yammer) 6. Wiki 7. Other Example: 33% of firms that use 6 business process tools are in the top quartile 19
  • 20. About the Authors: Peter Caputa IV & Patrick Shea Peter Caputa IV is HubSpot’s Channel Sales & Marketing Director. Pete has helped hundreds of online marketing agencies scale and grow their businesses by adopting inbound marketing. Follow him on Twitter: @pc4media Patrick Shea is the Marketing Manager for HubSpot’s Value-Added Reseller Channel. Patrick has written and presented extensively on agency growth strategies, and runs a weekly webinar on agency-specific topics. Follow him on Twitter: @mpatrickshea
  • 21. www.hubspot.com/partners A Publication of HubSpot’s Partner Program

Hinweis der Redaktion

  1. Takeaways: despite a high number of respondents being on the smaller size, agencies who are larger in size see the value in havving people specialize. Account managers is the highest, meaning folks are focused on deliverables and client relationships.Also, large percentages of our respondents have folks specialize in design, tech and copywriting. We’ll see in a later slide that these are areas smaller agencies outsource for – showing the perceived value of these functions to a growing agency. Do the second chart by larger agency, ? Like 6 to 10 or greater, do they have this function?
  2. Takeaways: this chart is dominated by the obvious. Everyone is asking for social media (whether or not they need it) so everyone says they offer it (whether or not they implement in a way that will drive ROI & leads). Also, its one of the simpler aspects of online marketing – so easy to build into proposals.Brand marketing – a generalist discipline in my opinion. Brand needs to be taken into consideration when doing anything online (colors are important for design, company personality is important when drafting copy, etc). If you’re doing anything with a client you need to know their brand as a marketing company. Easy for folks to align themselves with that one.Email marketing – interesting one here. Offering email marketing indicates an agency has a software provider of choice and is well-versed in CAN-SPAM, opt-opts, managing suppression lists, etc. But it is one of the oldest, most proven online tactics so not surprising so many folks seem to have this capability in house. Other side of the coin – lets look at which services have the largest orange barsContent creation/blogging – content drives everything. If you don’t have a content creation resource you’re not driving traffic or new leads.Video – very powerful medium and not lots of folks (I would guess) have either a singular video resource or the time in their day to edit videos. App dev – likely driven by the mobile push and agencies desire to have a service offering when it comes to this.
  3. This chart has the same shape as the previous slides, and very similar descending order. To us, shows that folks are looking to prove their specialties to clients and prospects by showing allegiance to a software platform.
  4. Lets start from the bottom up – hiring, retention, client requests, technology…the internal function at an agency responsible for these things are all over the place. But the top ones, the most accute pain points, seem to speak to a fundamental problem. Sales and marketing are persistent problems for agencies. Ironically, the agencies who took this survey are hired to provide marketing and some sales services for their clients, but have a hard time doing this for themselves.
  5. People over-deliver on projects so that they can earn retainers. But does it always work out?
  6. We asked survey respondents what percentage of the annual revenue came from retainers.
  7. Web based, recurring efforts, point out ones that mesh with inbound methodology7 out of 10 most significant answers mesh with inbound marketing
  8. Top quartile is focusing more on - Web design is project related