The Profitable Agency: How to Attract, Retain and Grow a Profitable Client Base

#INBOUND14
the
profitable
agency
how
to
a*ract,
retain
and
grow
a
profitable
client
base
sept.
16,
2014
presented
by
paul
roetzer
(@paulroetzer)
CEO
|
PR
20/20

!
source:
Adobe
Digital
Distress 76%
of
marketers
think
markeEng
has
changed
more
in
the
past
two
years
than
the
past
50
@paulroetzer #inbound14 www.pr2020.com

the
consumer
is
the
true
change
catalyst

90% of
daily
media
interac;ons
are
screen
based
source:
Google,
The
New
MulE-‐Screen
World
@paulroetzer

B2B
buyers
may
be
up
to
90%
through
their
journey
before
contacEng
a
vendor.
!
source:
Forrester
image:
Jayneandd

Every
trackable
consumer
acEon
creates
a
data
point,
and
every
data
point
tells
a
piece
Source:
Google
of
the
customer's
story

Source:
Chiefmartech.com
the
customer
journey
does
not
follow
a
linear
path
defined
by
marketers

we
have
entered
the
age
Define
FoundaEon
Projects
blog
posts
podcasts
website
video
email
webinars
mobile
apps
tailored
markeEng
through
a
deep
understanding
of
buyer
persona
needs
+
the
ability
to
deliver
personalized
messages
Image:
HubSpot
content,
context
and
the
customer
experience

Define
FoundaEon
Projects
create
more
value,
for
more
people,
more
oDen,
so
when
it’s
Eme
to
choose,
they
choose
you
new marketing imperative

what’s
holding
businesses
back
from
achieving
performance
poten;al?

image:
Xurxo
Marcnez
talent
gap
+
tech
gap
+
strategy
gap
=
PERFORMANCE
gap

a
story
about
the
convergence
of
marke;ng
talent,
technology
and
strategy,
and
the
opportunity
to
build
performance-‐driven
businesses.

75%
of
marketers
say
their
lack
of
skills
is
impacEng
revenue
in
some
way
!
source:
2012
MarkeEng
Skills
Gap
Report @paulroetzer #inbound14 www.pr2020.com

of
companies
lack
necessary
digital
skills
in
key
areas
of
social
media,
mobile,
internal
social
networks,
process
automaEon,
and
performance
monitoring
and
analysis.
!
source:
Capgemini
ConsulEng
90%

a
talent
war
has
begun
for
tech-‐savvy,
hybrid
marketers

capable
of
building,
managing
and
execu/ng
fully
integrated
campaigns
that
produce
results

agile,
adept
at
advanced
marke;ng
tech,
and
experts
in
inbound
strategy

how
do
we
find
the
unicorns?
@paulroetzer

only
1
of
the
top
10
markeEng
programs
in
the
U.S.
has
a
required
undergraduate
digital
marke;ng
course
source:
U.S.
image:
IUB
Facebook
News
&
World
Report

businesses
must
take
the
ini;a;ve
to
mold
their
own
modern marketers

IT
=
CIO
CMO
by
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO.
!
source:
Gartner

6
classes,
43
categories,
947
companies

venture
funding,
mergers,
acquisiEons
and
IPOs
the
martech
industry
ExactTarget
IPO
(Mar
'12)
Eloqua
IPO
(Aug
'12)
ExactTarget
buys
Pardot
(Oct
'12)
HubSpot
raises
(Nov
'12)
Oracle
buys
Eloqua
(Dec
'12)
Marketo
IPO
(May
'13)
SF
buys
ExactTarget
(Jun
'13)
$161.5M
$92
M
$95.5M
$100
M
$871
M
$79
M
fuel
$2.5
B
0 5 10 15 20 25

the
new
marke;ng
mix
analyEcs
automaEon
coding
content
digital
ads
email
mobile
public
relaEons
search
social
tech
source:
AlEmeter’s
The
Converged
Media
ImperaEve web

source:
Accenture’s
Turbulence
for
the
CMO
the
markeEng
industry
is
moving
too
fast
to
internalize
everything

“There’s
an
underlying
level
of
frustra;on
among
senior
corporate
marketers
worldwide
when
it
comes
to
agency
contribu;ons
Donovan
Neale-‐May,
ExecuEve
Director,
CMO
Council
to
business
value
creaEon,
strategic
thinking,
and
digital
markeEng
development.”
source:
CMO
Council
(2012)

of
senior
marketers
believe
tradi;onal
ad
agencies
are
doing
a
good
job
of
evolving
and
extending
their
service
capabiliEes
in
the
digital
age.
!
source:
The
Chief
Marke9ng
(CMO)
Council
report
More
Gain,
Less
Strain.
9%

where
do
the
other
91%
turn
for
help?

growth
is
the
easy
part.
retaining
it,
and
making
it
profitable,
are
the
real
challenges
for
agencies.

Define
FoundaEPoRn
2
P0/ro20je
gcrtoswth
(2009)
15
new
campaign
clients
!
$195,000
in
2009
revenue
!
$503,000
in
2010
forecasts

average
rela9onship
lasted
0
clients
remain
12
months

49%
of
marketers
report
they
will
consolidate
or
change
agencies
over
the
next
12
months.
Another
15%
aren’t
sure.
!
source:
CMO
Council,
2012
study 64%

Define
FoundaEon
Projeccthsurn
factors
agency
side
financial
instability
focus
on
outputs,
not
outcomes
over
promise,
under
deliver
siloed
services
stagnant
business
model
stretched
too
thin
talent
turnover
unbalanced
porqolio
weak
processes

churn
factors
Define
FoundaEon
Projects
client
side
conservaEve
culture/budgets
financial
instability
lack
of
vision
low
quality
product/service
markeEng
tech
deficiencies
personnel
weaknesses
poor
management
unrealisEc
expectaEons
weak
foundaEon

work
with
agency
partners
that
care
as
much
about
performance
and
success
as
you
do

15
ways
to
maximize
agency
profits

Source:
HubSpot
1)
prove
performance.

2)
develop
scalable
processes
and
services.
@paulroetzer www.pr2020.com

3)
reduce
business
development
Eme.

(remove
despera/on)
4)
achieve
financial
stability.

Define
FoundaEon
Projects
5)
know
when
to
say
NO.
commit
to
clients
and
prospects
who
value
your
people,
;me
and
energy
!
watch
for
red
flags
!
trust
your
ins;nct
!
be
willing
to
walk
away

6)
get
paid
for
planning.

2006
2008
2010
7)
establish
2014
value-‐based
pricing.
@paulroetzer

8)
build
brand
and
reputaEon.

costs.
image:
David
Guo
9)
understand
service-‐delivery
senior
pro
@
$75,000
=
$32/hour
vs.
junior
pro
@
$45,000
=
$19/hour
costs
40%
less
for
junior
pro
services

10)
arract
and
nurture
entry-‐level
talent.

11)
move
to
campaign-‐based
contracts.

image:
Xurxo
Marcnez
12)
fill
talent,
tech
and
strategy
gaps.

(eliminate
waste)
13)
track
;me
and
efficiency.

14)
focus
on
reten;on.

Speaking
5%
Publishing
5%
Events
10%
Sofware
10%
Services
70%
15)
diversify
revenue.

paul
roetzer,
@paulroetzer
!
CEO
|
PR
20/20
author
|
The
Marke9ng
Performance
Blueprint
(Wiley,
2014)
&
The
Marke9ng
Agency
Blueprint
(Wiley,
2012)
creator
|
MarkeEng
Score
&
MarkeEng
Agency
Insider
www.pr2020.com

The Profitable Agency: How to Attract, Retain and Grow a Profitable Client Base

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The Profitable Agency: How to Attract, Retain and Grow a Profitable Client Base