In this episode of Inbound Sales Journey, we discuss how to convey the value in hiring an inbound agency.
The Value of Working with an Inbound Agency
It is easy for internal marketing teams to convince themselves they can go at inbound alone. That they have the internal team and skills to be successful.
Here is what the objection looks like. “Why should I hire an inbound agency?” Or “We have an internal team that should be able to handle inbound marketing.”
What the Prospect Is Actually Saying
No one likes spending money if they do not have to. Working with an agency means spending more money.
After all, if there is an internal marketing team, shouldn’t they be able to handle the work? How hard could it be to actually execute a successful inbound campaign?
So where is the real value? What makes an inbound agency worth the money instead of having my internal team just figure it out?
The Real Value
The value you provide as an agency isn’t just your copywriters, designers, or team in general.
The real value is your expertise. It is your knowledge. Your understanding of how everything works together in a larger picture.
The two most important elements of a successful inbound campaign are strategy and execution.
Everyone wants to jump right to execution. Why? It’s exciting, it’s sexy, and it feels like work is getting done. Guess which one of the two is most important? Strategy. Executing a poor strategy doesn’t get results.
Any marketing team in the world can write blog posts, create eBooks etc. Not every marketing team understands inbound enough to bring all elements together successfully. Inbound is more than just content creation. It’s persona identification, proper goal setting, proper funnel creation etc.
Internal marketing teams at companies all over the world can execute. Few can form the winning strategy. That is where your value lies.
Helping the Prospect Understand
Now that we understand where our true value comes from how do we make the prospect understand?
I go back to my roots in new home construction and use building a house as a great metaphor.
Many different types of laborers are needed to build houses. There are framers, electricians, plumbers, masons etc. Just like an internal marketing team has copywriters, designers, project managers etc.
Every laborer comes together and does their part to build the perfect home. They all rely on one important piece of information. The blueprint. The blueprint is the first and most important part in the home building process because it lays out a roadmap for success.
An inbound agency functions in the same way a blueprint does. Agencies are the architects of successful inbound campaigns. Without the strategy to build the right campaigns the marketing team will be unsuccessful.
Our sales process starts with the Inbound Marketing GamePlan. It fits in well with the analogy and helps build the trust and confidence needed for a successful partnership.
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