After struggling as a young HubSpot VAR in early 2013, Innovative Marketing Resources began developing a detailed content marketing strategy for prospects during the sales process, which resulted in 20 new retainer accounts in just 6 months! The Content Marketer's Blueprint (CMB) was just getting started. If you missed our story at Inbound 2013, join Max Traylor and Brian Signorelli to hear how over 50 HubSpot VAR agencies are using the CMB process to sell and service inbound marketing retainers.

1. CONTENT MARKETER’S
BLUEPRINT ™ AGENCY RESELLER
PROGRAM
A Process for Selling and Servicing
Inbound Marketing Retainers – That Works!
Max Traylor – VP Business Development | Content Marketer’s Blueprint
Brian Signorelli – Your HubSpot Channel Account Manager

2. LET’S TALK
ABOUT FAILURE

3. INBOUND MARKETING = A PROCESS
for generating leads and nurturing
them to a point of sale using
content and automation.
A PROCESS to grow a business…

4. STRUGGLING AS
A YOUNG AGENCY

5. “We were selling activity and
promising results.”
- Kevin Jorgensen, Partner - IMR
STRUGGLE #1:
SELLING VALUE
• Tried to sell retainers
• Couldn’t get long term commitment
• Negotiated based on price
• Ended up with a transaction (blogs,
landing pages, email campaigns)

6. Sell a Package &
Upsell to Retainer?
Epic Fail: 0-17

7. Conclusion!
Sell the PROCESS,
not a PROMISE.

8. • Every client has their own agenda
• Success takes time
• Clients want results
• Desperation
• Misery
• Failure
STRUGGLE #2:
SERVICE
“If you don’t fire me, I will!”
-Joe Pettirossi, Partner –
Innovative Marketing Resources

9. Conclusion!
Follow the PROCESS.

10. • Service stopped sales
• Hiring was scary (revenue)
• Training was long
• Scale just didn’t happen
STRUGGLE #3:
SCALE
“Where can we find inbound
marketing consultants? Oh wait, they
don’t exist!”
- Joe Pettirossi, Partner - IMR

11. CONCLUSION
Scale Requires:
Selling a PROCESS
Following the PROCESS

12. WHAT WE DID:
Content Marketer’s
Blueprint™
1. Created a document outlining the process for growing
a business using content marketing.
2. Customized that process and presented the plan to
prospects to close retainers.

13. Inside the CMB
Distribution
• Identify trend setters and
trending topics on social
media to increase reach of
content online.
Buyer Persona
• Triggers
• Need for information
• Buying process
Content Plan
• 3 month blog campaign
• Premium content to follow the
Buyer’s Journey
• Lead nurturing to map a sales
process

14. RESULTS
Scale
• Profitable
• Repeatable
• 9 full time employees,
freelancers, strategic partners
Sales
• 20 Retainers in 6 months
• 87% Conversion (20/23)
• 6-7 hour process
• Prospects LOVE the
process!
Service
• 1 Consultant can manage 10
clients
• 80% Continuation
• Client’s multiply (referrals)
• They believe in the process

15. TAKE AWAYS
Find a successful process and
stick with it. Sell process, not a
promise.

16. THE CONTENT MARKETER’S BLUEPRINT
AGENCY RESELLER PROGRAM
“Helping agencies scale with a proven process”
Sales Process Service Model Support

17. Agency Sales
Process

18. SALES STEP 1:
YOU DISCOVER
• 1 hour collaborative discussion
(start the questionnaire)
• BUYER PERSONA information
• BUYER’S JOURNEY information
• Prospect finishes with internal team

19. SALES STEP 2:
CMB CREATES
THE PLAN
• Timing: 2-3 business
days.
• Cost to Agency: $795

20. SALES STEP 3:
PROPOSAL
Build the engine
(4-6 weeks, $8-12k + HubSpot Pro)
Put gas in the engine
(Retainer for ongoing
content marketing
services starting at
$3,500/Month)

22. Agency Service
Model

23. SERVICE OFFERING
#1 Strategy #3 Add On Services#2 Core Content Services

24. SERVICES STEP 1: BUILD THE ENGINE
“Without the ability to turn visitors into customers, your
services will always fall short”.
The first step is always to build the automated sales
engine.
Timing: 1-2 months
Agency Revenue: $6,000/$14,000 Total

25. SERVICES STEP 2: PUT GAS IN THE
ENGINE
What happens when you put gas into an engine
that isn’t built yet?
The second step is to use your core services to
attract leads (content creation and distribution).
Timing: 3-6 months
Agency Revenue: $3,500 - $6,000 Per Month

26. SERVICES STEP 3: ROCKET FUEL
BASED ON DATA DRIVEN DECISIONS
Once your engine is running smoothly, invest in
rocket fuel to boost the amount of leads coming into
the system!
The third step is to upsell various add on services by
identifying the most valuable sources of leads.
Timing: 6-12 months
Agency Revenue: $6,000 - $10,000 Per Month

27. Support

28. SUPPORT FOR YOUR AGENCY
Training CollaborationTools & Resources

29. TRAINING VIDEOS
• Selling &
Implementing
• Content Creation
• Measuring Results

30. TOOLS &
RESOURCES
CMB Lead Quality Report
Social Trend Analysis
Project
Management
Copywriting
Sales Collateral

31. COLLABORATION
• Weekly Client
Performance Reviews
• Weekly industry
presentations
• Live Events
• 75 agencies strong
Sit in on CMB partner office hours today at 3pm eastern!
http://www.contentmarketingblueprint.com/2014-webinars

32. How can your
agency adopt
this sales and
service model?

33. COST PER
BLUEPRINT:
$795
Training & Certification is
included with 1st Blueprint
purchase (1st purchase
must by your own agency
Blueprint).
Contentmarketingblueprint.com/join-the-community

34. GET STARTED
WITH A FREE
TRAINING
COURSE
• Video training
• Content guides
• Select partner webinars

35. BLUEPRINT YOUR AGENCY
www.contentmarketingblueprint.com