How to Get Small, Cost Conscious
Clients Started on the Road to
Retainers
#leadin4agencies
This is part of the Road to Retainers Series
#leadin4agencies
#leadin4agencies
Your presenters
Sales training enthusiast and part of the
team @HubSpotAgencies helping inbound
agencies grow
@davidweinhaus
Web nerd and Product Specialist
@HubSpot and part of the team
@LeadinApp creating inbound marketing
for the masses
@Shay_Redmond
#leadin4agencies
Our #hashtag
#leadin4agencies
Coming up afterwards!
Jeff White
Principal
Kula Partners
Halifax, Nova Scotia
BBQ Smoker
@brightwhite
Erik MacPherson
Executive Director
TMC Digital Media
Atlanta, GA
Sports Car Racer
@erik_mac9
Discussion of using Leadin to deliver results and expand relationships
Don’t change that channel! (It’s on the same line)
The after-session will begin approximately 40-50 minutes past the hour and run
for approximately 30-45 minutes. We will be recording for those who can’t stay.!
1
Why Leadin
#leadin4agencies
Here’s the
Scenario
We pull up for a
meeting in a
beautiful big
office building...
...to discover our
prospect occupies
only an office or
few
#leadin4agencies
What we learn about the prospect
• They are intent on growth
• We get along
• They are a good inbound fit
#leadin4agencies
But, there is a problem
They
• are small
• limited resources
• have not invested in
marketing before
• unlikely to jump into a
traditional inbound
retainer
#leadin4agencies
What do we do?
WE COULD:
●
Offer SEO or Social Media
BUT...alone these are rarely
successful
●
Do a website project
BUT...what if they don’t need a
website? And if they do, it’s
likely a one-time gig.
#leadin4agencies
How About a Traditional Inbound Retainer?
**Illustrative
… probably too rich for our small prospects with modest resources
#leadin4agencies
What we really need is a starter program!
**Illustrative
#leadin4agencies
An ideal starter program would….
• Be enabled by a low cost, lightweight
technology (how about free?)
• Help with not just one aspect of the funnel...
• ...but with visits, leads, and customers
• Help lead to bigger and better work as it
helps our client to grow
#leadin4agencies
How are you feeling about the idea of a
STARTER INBOUND PROGRAM?
Let us know
#leadin4agencies
Agenda
1.
2.
3.
4.
Why Leadin (We just did this)
Leadin Demo & FAQ with Shay
A Leadin Starter Program
Tips and Caveats When Talking to
Prospects
5. In conclusion
….don’t forget the after-session
2
Leadin Demo & FAQ
with Shay
#leadin4agencies
INBOUND MARKETING
TO
THE MASSES
What Leadin Offers
Convert visitors into contacts
Context about contacts
Communicate with contacts
19
Convert visitors into contacts
Context about contacts
Communicate with contacts
HOW
USES
TO MARKET
Q: Will Leadin always be free?
A: We plan to always have a free
version, and in the future pair this
with premium features.
#leadin4agencies
Q: Is Leadin integrated with the HubSpot
CRM?
A: Not yet, but it is a priority. When the
two are integrated, Leadin contact
intelligence will be reflected in the CRM
#leadin4agencies
Q: Is there an upgrade path from Leadin to
the HubSpot Marketing platform?
A: Not yet, but it is a priority. If you need
help with this in the meantime, let us
know.
#leadin4agencies
3
A Leadin Starter
Program
#leadin4agencies
What would a starter package look like?
?
Traditional Inbound Retainer
**Illustrative
#leadin4agencies
Example starter program
Starter Program
Attract More Traffic
Convert Traffic to Leads
Convert Leads to Customers
Strategy and Reporting
HubSpot Subscription Likely
Select traffic generation tactics (i.
e. social, seo, content, ppc)
likely for
~$1000-$1900/month
Simple offers
Via popups or form listening
- can go smaller (or on
project basis) but make
sure it’s worth it
Contact mgmt & lead intelligence
Email campaign - i.e. 1/month
- if larger, look to move
to a traditional retainer
with HS Basic or HS Pro
Strategy review calls - i.e. every 4/6 weeks
Simple Reporting
Leadin
#leadin4agencies
4
Tips and Caveats
When Talking to
Prospects
#leadin4agencies
Diagnose before prescribing
• Gather GPCT on an Exploratory call
• Then prescribe the right course
○ If a fit for Leadin, we can lighten
the sales process some - example
coming later
○ If the prospect is a fit for a
traditional inbound retainer...use
caution (next slide)
#leadin4agencies
Use Caution!
Don’t prescribe a starter
program & Leadin when
the prospect is a better
fit for a traditional
inbound retainer &
HubSpot
#leadin4agencies
Some things we are able to
deliver in a traditional inbound
retainer but not via Leadin
•
•
•
•
•
•
•
persona based marketing
segmentation
all-in-one ease of use
• integrated social, email, blogging, seo,
landing pages, etc
full 360 degree view of the contact
• including email, social, webinar, video,
etc data on the contact record
detailed reporting
automation
and more at hubspot.com/products
#leadin4agencies
Tips - If a traditional inbound retainer is the right fit not the starter program
• Speak to the traditional inbound retainer
• If you need to demonstrate the value of inbound,
use a HubSpot trial, not Leadin
• If the prospect brings up Leadin…“Mr. Prospect,
Leadin is a perfect solution for a small businesses
with modest resources. Given your goals and
timing you need a more complete solution that will
help you to meet your objectives”
#leadin4agencies
If Leadin is the right solution...
Summary Leadin fit criteria
• Small business
• Not a fit for traditional inbound retainer
• Fit for inbound
• Fit for Leadin features
• Serious about growth
#leadin4agencies
...then get them started!
Setup Leadin before leaving the
Exploratory Call
• Your prospect will start
seeing leads and intel
Q: “Mr. Prospect, would you like to
likely within a day.
start getting more leads, gathering
• Wait for the applause.
intel on them, and storing them
centrally - all for free? ”
A: “Uh, Yes”
5 minutes later - Leadin is installed
• Set yourself up as a user
so you can see results too
and touch base.
#leadin4agencies
...then get them started (part 2)
•
Before leaving the Exploratory Call, we should setup a time to come
back and discuss how we can help more (if we haven’t already on
the Exploratory Call)
•
Work with the prospect on how we can help them meet their goals
•
Introduce services (i.e. from our starter program) in a way that
makes sense
#leadin4agencies
5
In Conclusion...
#leadin4agencies
Let’s return
to our
prospect
A great company
that takes growth
seriously but has
modest
resources
Before we could only
offer a very limited
solution or walk away...
#leadin4agencies
Now we can offer
+
Services
to get our small, cost-conscious customers started
on the road to retainers
Stay tuned for the after-session
leadin.com
#leadin4agencies
How can I get started with Leadin?
• Get started at leadin.com.
• Get help at support.leadin.com.
• Your HubSpot Channel Account
Manager (CAM) can help you
assess if/when Leadin is a good fit.
#leadin4agencies
Coming up Next on the Road to Retainers Series
● If you are
here, you are
already
registered
● Mark your
calendar
#road2retainres
http://bit.ly/road2retainers
#leadin4agencies
Please let us know how helpful
you found this training to be
● 2 question survey!
● http://bit.ly/leadin-training-survey
THANK YOU
How to Get Small, Cost Conscious Clients
Started on the Road to Retainers
Agency Spotlight & Discussion
#leadin4agencies
Introducing Our Guests
Jeff White
Principal
Kula Partners
Halifax, Nova Scotia
BBQ Smoker
@brightwhite
...and moderator
Erik MacPherson
Executive Director
TMC Digital Media
Atlanta, GA
Sports Car Racer
@erik_mac9
David Weinhaus
Partner Sales Enablement
HubSpot
Cambridge MA
Southpaw Softball Pitcher
@davidweinhaus
Halifax Nova Scotia
Atlanta, GA
Please let us know how
effective you found this training
● 2 question survey!
● http://bit.ly/leadin-training-survey
THANK YOU
BACKUP
Work with different companies
that
Distribute
Sell
Manufacture