Marketing Automation as Infrastructure for Agencies - Sean Leonard - ActiveDEMAND
ActiveDEMAND is an integrated marketing platform built for marketing agencies and businesses to help them easily create, execute, and track the engagement of marketing campaigns.
How can marketing automation software help your Agency grow?
If you're an agency owner, marketing automation should be a crucial part of your infrastructure. By automating repetitive tasks, you can elevate your marketing efforts, improve your business's profitability while freeing up time for you to focus on more important things.
Services-based businesses, such as marketing agencies, face the challenge of staying efficient and profitable. Billable rates, hours worked, and utilization are key to ensuring profitability. It's also no secret that creativity is essential in the delivery of these services. A well-implemented marketing automation solution can help your Agency with all that.
What is the primary purpose of marketing automation tools?
Marketing automation refers to streamlining the automation of marketing activities and measurement of marketing tasks to improve operational efficiency & increase revenue. All businesses share the same goals: greater earnings and growth – but with lower costs.
Automation is key to any successful process, not just in marketing but for all repetitive processes that require the same steps for each customer. Automated systems help reduce the labour needed to execute, improve consistency and can be easily measured.
How does a marketing automation platform work?
In this session, we listen to Sean Leonard, CEO of ActiveDEMAND, and we'll discuss the benefits of marketing automation as infrastructure and how marketing automation strategy can help your Agency grow! Here is an introduction from ActiveDemand's article in the Agency Growth Book:
"Does your marketing agency use marketing automation? If so, do you consider your automation systems a part of your infrastructure, or is it just the tool that sends emails? For many agencies, that question doesn't come up until they realize they have trouble growing their business profitably. What do marketing automation and infrastructure have to do with profitable growth? A lot. They also have a lot to do with the effective use of labour and talent, operational efficiency, and scaling your business. Let's look at the role automation as infrastructure plays in all of that.
The Marketing Agency Challenge
Every services-based business, including marketing agencies, faces a similar challenge. The bigger they get, the less efficient they become. Growing profitably is a significant challenge for any business, not just service-based businesses. For services-based businesses, profitability is a function of billable rates, billable hours, and utilization. It is no secret that it takes creative people to provide a marketing agency's services.
One could argue that it takes productive people to drive profitability. It can also be argued that traditional thinking delivers traditional results. Successful marketing agencies are thinking about operational efficiency, automation as infrastructure, and better results.
So what's behind that thinking?"
Download The Agency Growth Books
If you've decided to sell your agency, to make the process more successful, you should take a few steps to get prepared before you start. This may include conducting market research, preparing financial statements and developing a sales presentation to showcase all that your agency has to offer potential buyers.
Creating a business plan for your advertising agency can be challenging, but it's essential to define your business's purpose and direction. A one-page business plan is ideal for summarizing the elements of your business in an easy-to-read format, and the length constraint will give you clarity on the things that matter.
Creating your vision and planning the journey are essential for long-term success as an agency leader. A clear strategy must be in place to ensure that you are moving in the right direction towards your desired goals and objectives.
As an agency leader, it's not wise to focus solely on customer satisfaction. Let that sink in.
If your clients are happy with the work being done, they will continue to come back and provide more business. However, that is not the job of agency owners. It's not just about keeping clients happy - it's about improving your team so that they can provide the best possible service to your clients to make them happy.
Coaching is a key skill for any leader in an agency. It involves helping your team reach their full potential by providing guidance and support as they work towards their goals. At its core, coaching is about being curious, delivering feedback effectively, and keeping people to account.
Conscious leadership is making conscious, moral decisions that serve people, the planet and profit. Leaders who embody conscious leadership demonstrate integrity, empathy and respect for themselves and others. They are aware of their impact on those around them and strive to create positive outcomes.
Adding new services to your agency can be a great way to expand your business and increase revenue. Offering a new service to your current client base is one of the fastest and easiest ways to grow your business. Not only is it a great way to add value to existing relationships, but it can also open up additional growth opportunities. Additionally, marketing the new service directly to the client base you already have can effectively reach more customers quickly.
AI is a game changer for digital agencies. With AI, much of the work that goes into providing a complete marketing solution can be automated in a way that was not possible before. This means digital agencies no longer have to spend hours and days creating campaigns from scratch - instead, they can use AI to quickly design a customized campaign based on a customer's goals and preferences.
Before beginning to build your ideal agency, it is important to pause for a moment and get a clear idea of what success looks like for you. Ask yourself: Why did you start (or join) your agency? How have my expectations been met in reality? What will it take to bridge the gap between now and my ideal future? The answers to these questions will help you to find your path to success.
Cash flow is the lifeblood of every business and agencies are no exception. Without a steady and reliable inflow, it can be difficult to keep up with payroll and other payments, fund your next big project, or plan for growth. Unfortunately, many agencies run into issues regarding managing their cash flow - either there isn’t enough profit to sustain positive cash flow, or collections are unsustainably late.
When it comes to product bundles, agencies have a huge opportunity to scale their revenue. By packaging multiple services together into product bundles, you can make it easy for customers to purchase and increase your average order value. This also drives down your marketing costs and allows you to build complementary products.
The recession (when it starts with consumer spending falling) will be tough on many digital agencies, with companies and clients cutting back on their digital marketing budgets. However, there are steps you can take to ensure your digital agency weathers the recession as well as possible.
As an agency owner, success can seem like a daunting goal. After all, if you are to succeed in your own business, you must manage your client’s needs, juggle multiple projects, and still make time for yourself. But success isn't impossible. In fact, three key factors will help you get ahead: customers, collaboration, and community.
ActiveDEMAND is an integrated marketing platform built for marketing agencies and businesses to help them easily create, execute, and track the engagement of marketing campaigns.
It's no secret that the buyer's journey has changed dramatically in recent years. With the advent of digital technologies, buyers can now do a large amount of their research and purchase planning online before ever engaging with sales reps. As a marketer or business owner, it's essential to understand the buyer journey your potential customer goes through so that you can create content and marketing programs that speak to your them at each stage of the process.
How to generate leads is often a primary focus for marketing agencies. More qualified leads mean more potential customers and increased revenue for businesses. But lead generation can be complex and time consuming, especially for agencies that are just starting or don't have much experience in this area.
Like any other service business, marketing agencies make money by charging clients for their services. The digital agency model consists of three main components: strategy, creativity and technology. Agencies are paid through various hourly and project-based fee structures, or a value-based pricing model depending on the scope of work and complexity of the project.
If you're selling digital agency services, you know that sales objections are a normal part of the sales process. In this session with Jason Swenk, we'll talk about some of the most common sales objections digital agencies face and give you some tips on how to overcome them. With some preparation, you can turn these sales objections into opportunities to close more deals and grow your digital agency.
For agency owners, winning new business is often a top priority. But how can you approach the process so that you're playing to your strengths?
As a digital agency, you know the importance of blending PPC campaigns and SEO to best reach your clients' target audiences.
