Expanding Agency Services from Marketing to Marketing and Sales

Square 2 Marketing closes the marketing-sales loop by expanding services into sales. Many of their clients who use HubSpot’s Marketing Hub quickly find success with lead numbers growing month over month, but find it difficult to connect sales revenue to their efforts. By identifying the need to redefine the sales process and focus more on revenue, Square 2 Marketing is able to position HubSpot Sales Hub in a way that brings customers exponential value on top of their original software purchase. This also expands their services with existing clients. Square 2 Marketing closes the marketing-sales loop by expanding services into sales. Many of their clients who use HubSpot’s Marketing Hub quickly find success with lead numbers growing month over month, but find it difficult to connect sales revenue to their efforts. By identifying the need to redefine the sales process and focus more on revenue, Square 2 Marketing is able to position HubSpot Sales Hub in a way that brings customers exponential value on top of their original software purchase. This also expands their services with existing clients. Read more

34% increase in SQLs (sales qualified leads) to sales opportunities for a software industry client

50% increase in close rate by combining Marketing and Sales Hub

~$5,000 increase in agency MRR by adding Sales Hub to a client

Choosing the Right-fit Clients for Expanding Services

Square 2 Marketing became a HubSpot partner in 2009. Since joining the program, Square 2 Marketing has approached service expansion by identifying their current Marketing Hub clients who show interest in a growth mindset. In order to expand into sales services, they look for the following client psychographics:

  • - Does this client value marketing?
  • - Do they understand the relationship between investment and desired results?
  • - Is marketing and sales a top priority and supported by the C-Level leadership?
  • - Is sales prepared to deal with the increased lead flow?
  • - Are marketing and sales aligned?
  • - Is the client long-term oriented around results?
  • - Are they looking for a partner and not just another vendor?

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Focusing on Revenue Sets a Foundation for Closing the Loop

After approaching a marketing client who aligns with the above psychographics, they then move the conversation to revenue cycle. This ensures that there is a regular conversation cadence about how Square 2 Marketing’s marketing initiatives translate into revenue growth on the sales side.

From there, they begin sharing metrics associated with revenue with their clients. This gives them the opportunity to show the growth of leads and the lack of translation from lead to revenue. They also share sales-related content that appeals to their marketing clients to help drive the continued conversation around connecting the dots.

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Closing the Deal and Solving for the Customer using the HubSpot Growth Suite

Once Square 2 Marketing connects the dots between marketing efforts and sales revenue, their clients quickly see the need for both products. To accomplish this, Square 2 Marketing begins a series of steps to ensure their clients are successful and grow better:

  1. 1. Kickoff a conversation about the client’s current sales process and identifying where the friction points exist
  2. 2. Show the client what a redesigned sales process would look like using a visual map
  3. 3. Show the client how the close rate and sales cycle would improve through deploying this new process
  4. 4. Implement the new sales process alongside HubSpot CRM and HubSpot Sales Hub
  5. 5. Build out sales enablement resources such as email templates, sequences, and documents
  6. 6. Train the marketing and sales teams to ensure they’re comfortable with the new process, resources and software solutions

By focusing on the sales process, revenue and bridging sales and marketing, Square 2 Marketing is able to expand the services offered to their clients. These services include sales process redesign, content creation, template creation, sales training, CRM implementation, and analytical reporting. Using HubSpot CRM, HubSpot Marketing Hub and HubSpot Sales Hub, they solve for the customer and produce better results.

About

Square 2 Marketing was founded in 2003 on one simple principle: Give clients the advice they truly need. Since then they’ve been adapting marketing strategies and deliverables to match the evolving needs of today’s digital customers. Always on the forefront of inbound marketing innovation, they’ve also expanded our expertise into sales enablement, marketing technology implementation and demand generation. Square 2 Marketing was HubSpot’s first ever Diamond-level agency partner and has continued to grow exponentially each year.

Industry: Agency

Location: United States

Software: Growth Platform

Start growing with HubSpot today

Start growing with HubSpot today

With tools to make every part of your process more human and a support team excited to help you, getting started with inbound has never been easier.

Get HubSpot free

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