Inbound marketing agencies can upsell services by looking at data points that reveal weak areas of the inbound marketing funnel, and the traffic sources (marketing activity) that have the highest ROI.

1. www.contentmarketingblueprint.com
CMB Partner Office Hours
Upselling inbound retainers with
HubSpot data.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

2. www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

3. www.contentmarketingblueprint.com
Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

4. www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

5. www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and
service retainers.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

6. www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

7. www.contentmarketingblueprint.com
Today’s Question:
How can HubSpot data be used to upsell
inbound retainers?
www.contentmarketingblueprint.com

8. www.contentmarketingblueprint.com
Set Expectations

9. www.contentmarketingblueprint.com
Three stages to every
engagement
Create
your
strategy
Build your
engine
Measure
and
improve
What is the process
your buyer goes
through to make a
purchasing
decision?
Model that process
with content and
marketing
automation.
Use performance
data to improve the
online engine.

10. www.contentmarketingblueprint.com
Two areas of
improvement

11. www.contentmarketingblueprint.com
#1: Engine efficiency
Services to improve engine
performance
 Helpful content offers
 Nurturing emails
 Website re-design
 Sales and marketing alignment
(offers)

12. www.contentmarketingblueprint.com
#2: Volume of leads
Distribution services to boost
volume of leads
 Owned media (Social media
management
 Earned media (PR services –
digital, print, radio TV)
 Paid media (PPC, Linkedin,
retargeter, paid ad space)

13. www.contentmarketingblueprint.com
Start with the end in
mind: measurement

14. www.contentmarketingblueprint.com
What you need to measure in
order to upsell
 ROI
 What is the return on your current investments?
 Quality of leads
 Which investments have high ROI
 Which investments have low ROI

15. www.contentmarketingblueprint.com
Real life example:
Wellness-Institute

16. www.contentmarketingblueprint.com
Wellness-Institute built out a sales
process online.
4 premium content PDFs
TOFU: The Ultimate Guide to Clinical
Hypnotherapy Techniques
TOFU: 13 Ways Hypnotherapy
Certification Can Start and Increase your
Practice
MOFU: The Six-Day Hypnotherapy
Certification Training Program Guide
MOFU: Advanced Internship Program
Workflow
TOFU
MOFU
Blogging
60 blog posts in last 12 months (5 posts
per month)
Averaging 362 weekly blog views
88 blog subscribers

17. www.contentmarketingblueprint.com
Step 1: Evaluate
current investments
(content)

18. www.contentmarketingblueprint.com
Strong growth in visits due to
content
Steady decline in conversion rate
(black line) due to paid traffic (red).

19. www.contentmarketingblueprint.com
Paid traffic
Organic traffic

20. www.contentmarketingblueprint.com

21. www.contentmarketingblueprint.com
Bottom line for success:
Consistent content
generates leads!

22. www.contentmarketingblueprint.com
Quality of leads
Insights on lead quality
Generally, leads get stuck at the
middle of the sales funnel. This
means they get stuck when they
engage with your brand/website
pages.
Workflows can also be used to
“unstick” these leads.
Case studies and testimonials
can be used to overcome
objections in the sales process.

23. www.contentmarketingblueprint.com
A better website,
combined with lead
nurturing programs will
produce higher quality
leads.

24. www.contentmarketingblueprint.com
Paid Traffic vs Organic Traffic
Google PPC Organic Traffic

25. www.contentmarketingblueprint.com
Next Session: Tuesday June 3rd @
3:00 PM
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars