Peter Caputa IV, Vice President of Sales at HubSpot, offers a truth that may hurt:
“Most agencies aren’t doing a good job at Inbound; they only have their toes in the water,” comments Peter, as he considers the use of Inbound for agency new business.
Ideally you’ve had the chance to see the 2016 RSW/US Thought Leader Survey Report, and Peter’s contributions to it by way of survey questions and advice.*
As an industry expert on Inbound Marketing, Peter sees great potential for most agencies to strengthen their new business programs by getting a better harness around the power of Inbound.
Aside from the new business opportunity, Peter emphasizes agencies need to “practice what you preach”. Clients may under-value the power of Inbound for their own marketing communications strategies, if their agency is not using it for their own purposes.
Peter provides an analogy: “you wouldn’t buy a designer suit from a guy wearing a tacky one.” Likewise, marketers expect their agencies to market themselves effectively, strategically utilizing tools they recommend.
Along with these thoughts, Peter presents what he sees as “Table Stakes” – must-have capabilities for agencies to succeed in the competitive agency new business game:
- Comprehensive Inbound strategy and campaign components
- Expertise in leveraging marketing software
- Ability to deliver ROI
- Being process driven
Watch the post-survey interview I conducted with Peter, and consider how your agency measures up against these “Table Stakes”.
*See Thought Leader material and related resources below, including blog posts, interviews and a webinar:
Mark O’Brien: No Silver Bullets for Agency New Business
Blair Enns: The Only New Business Indicator That Matters
Jay Baer: Account-Based Marketing –What’s in it for Agency New Business?
Michael Gass: Fish Away from the Boat
Peter Caputa IV: Differentiate and Articulate – Emphatically
Tim Williams: Agency New Business Success is NOT about LOCATION!
Mark O’Brien: Marketing Automation and Agency New Business
Blair Enns: Have a Polarizing Point of View
Michael Gass: Lose Your Fear of Positioning
Inbound Cannot Live Alone – Agency New Business Webinar