stagnate to stunning: how we adopted inbound & reinvented our agency [inbound 2014]

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Stagnate to StunningWhy We Adopted Inbound & HowWe Reinvented Our Agency

Dan’l Mackey AlmyPresident & CEO, DMA Solutions, Inc.

@WhyNotFresh

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“The internet is going to change marketing before it changes almost anything else, and old marketing will die in its path.”

— Seth Godin, Permission Marketing

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10YEARSAGO

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10YEARSAGO

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10YEARSAGO

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10YEARSAGO

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10YEARSAGO

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10YEARSAGO

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FASTFO O Dh a dthis

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ANDthis

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P RO C ES S E DFO O Dh a dthis

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ANDthis

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AND let ’s not forget aboutthis

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Problem…

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But there was a hero being born.

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Game changer.

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Game changer.

Game changer.

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10YEARSAGO

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Per capita consumption of fresh fruit in the U.S.

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— Seth Godin, The Purple Cow (2003)

“Imagine how cool Pop Tarts would be if the brand manager was the sort of person who ate them for dinner.”

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Our servicesBrand DevelopmentWebsite/Blog CreationCreative Design & IdeationCopywriting & Content CreationSocial Media ManagementInbound Marketing ServicesAdvertising Design & ManagementTradeshows & EventsPublic Relations

GOALS

MARKETING

CREATIVEDESIGN

PUBLICRELATIONS

RESULTS

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Stable. Stagnant. Stunning.

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Stable: Years 1 – 6 We were growing

Healthy number of clients seeking our services

Digital was the primary source of new business

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Stagnant: Years 7 – 8: Growth with current

clients plateaued

New business leads thinned

Internal growth continued, with no plan

Reached “Conscious Crossroads”

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What changed, and how did we transform?

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Approach– Helpful (Inbound)– Measurable

(HubSpot)

People– Right Fit– Right Number

#INBOUND14@WhyNotFreshQ1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

DMA Revenue Results 2010-2014

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DMA Case StudyHubSpot

2xIncrease in

Inbound Client Base

after 1st Year

40%Increase

in Revenue in 1st Year

2xIncrease

in Online Traffic in 2 Years

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"The goal is to out-think, rather than outspend, the competition."

— Paul Roetzer, The Marketing Performance Blueprint

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1. Grow business with current clients.

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1. Grow business with current clients.

2. Attract new clients while you sleep.

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1. Grow business with current clients

2. Attract new clients while you sleep

3. Repeat.

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SMART GOALS: Grow client’s

qualified databases to 500M in 2015

Achieve Platinumstatus in 2015

Double the size of our agency by EOY 2016

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INTERNAL STRATEGIES: Develop

Management Team

Diversify agency

Form Partnerships

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EXTERNAL STRATEGIES: Elevate client’s

brands

Encourage & Motivate industry

Inspire consumers

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OURFUTURE

SUCCESS

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THANK YOU!

@WhyNotFresh

Dan’lMackey Almy