Back
Marketing

Multi-year growth strategy review for agency

This document provides a comprehensive multi-year review of the long-term growth performance and strategy for an agency we work with. These are numbers up to 12/2023, so the impact of our strategy is still being realized.

Narayanan Prasath
Growth Marketing Manager at Demand Local Previously Growth Lane, Metaflow , Reduxio Systems

Multi-year growth strategy review for agency

This document provides a comprehensive multi-year review of the long-term growth performance and strategy. The review is based on a thorough audit of the past four years' data. The document explores multiple aspects, including objectives, goals, strategies, as well as quantitative and qualitative targets. It presents detailed data and insights, offering a holistic view of the company's performance over the years. The document concludes with a course of action, providing a clear roadmap for improves and sustained growth.

🎯 Objectives & Goals

Objective

Reinforce growth marketing as a revenue driver, by taking pragmatic measures to enhance marketing’s value and contribution to the growth of the Agency (business and customer value).

Goals

Improve revenue contribution, set up accountable/measurable outcomes, and reduce friction for PMs, and Sales.

Key Steps

  • Establish a base pipeline contribution and incrementally grow the percentage of marketing-led revenue
  • For 2024, innovate with modern marketing strategies that can boost revenue contribution by 2X or more
  • Goal of $200K vs ~$100K (4-year average)
  • Measure marketing against North Star metric - Revenue. And team metrics - leads, growth ops-related activities, content generation.
  • Reduce friction, and make the lives of PM and sales easier by eliminating repetitive tasks through automation, such as lead qualification and nurturing to meeting set.

Measurable & Attainable Results

  • Quantitative Targets
  • Acquire a minimum of 40 Customers
  • Generate Leads exceeding 2000 (handoff only Marketing-Qualified-Leads)
  • Maintain a Cost-Per-Lead below $60
  • …detailed data rundown below
  • Qualitative Targets
  • Elevate and optimize positioning, and messaging to resonate deeply with the Ideal Customer Profile
  • Increase conversion rate to >2% (lead-to-customer)
  • Craft messaging to be pinpointed
  • Improve Average Revenue Per Customer to $5000
  • Improve efficiency
  • Streamline martech to be efficient by consolidating tools
  • Focus on volume, CAC < $3000

♟Strategies

  1. Rapid Pipeline Builder (Leads > 2000)
  • Facebook Lead Generation
  • Top-of-the-funnel Campaign. Creative collateral to generate a constant flow of 30-50 leads weekly.
  • Experiment rapidly. Cycle through the best-performing creative in short sprints and launch timely, relevant, and action-oriented content.
  • SEM
  • Competitor Brand Terms. Creative tactics to go after a niche list of competitors we strategically pick. (from PM intel - agencies we have lost opportunities to, or agencies that prospects are considering when talking to us)
  1. Funnel Mover (conversion rate to >2%)
  • LinkedIn
  • Conversion Campaign - Highly targeted LinkedIn outbound and automation to specific target accounts from the lead campaign.
  1. Automated Email Warm-up Sequence to put every single lead on a nurture path to set a meeting
  2. Retargeting Paid Social Campaigns for converters only
  3. Closer Campaign
  • Giveaway gift card for meeting/feedback - Retargeting Campaign
  1. Organic Content & CRO (Targeting premium ICPs)
  • Launch content marketing and improve TOS, fueling all growth motions.
  • Optimize post-click experience to improve engagement

📊Data & Insights

In this section, we will delve into the data and insights we've gathered from our past year's performance. We will look at key metrics such as revenue, customer acquisition, and conversion rates. These data will provide a clearer picture of our growth trajectory and help us make informed decisions for our future strategies.

Data

Multi-year_growth_strategy_review_for_agency_1

Note:

  • Includes only records whose sources are from paid search, social, organic, and direct.
  • The revenue metrics are based on first-month revenue and don't take into account LTV(LTV needs to be calculated).

Insights

Revenue Distribution by Marketing-originated, Sales-led Growth, and Referral for New Businesses

Multi-year_growth_strategy_review_for_agency_2

Salesforce reports - Marketing-Originated, Sales-led, Referral

Note:

  • Marketing-originated sources are from paid search, social, organic, and direct.
  • Sales-led sources are from sources other than marketing, referral, existing customers, or upsell. Includes cold calls, events, former accounts, offline sources, Seamless AI, Zoominfo

🏹Course of action

Multi-year_growth_strategy_review_for_agency_3

📔 Supplementary Notes on PLG for Saas Product Division

  • 🧭 Product-led-growth Automotive Ad Platform - B2B Saas Growth Before diving into paid ads, let’s lay the groundwork. We can focus on building social proof, and flex out content to support growth motion.

Key Outcomes to set Product-led-Growth in motion

  • Demand generation
  • Identity the core value proposition
  • Figure out go-to-market strategy
  • ‘Automate Reporting for Your Agency’, is perhaps a persuasive angle to target end-users
  • Build Social Proof(Case Studies)
  • Content(web product content, blog posts, social media buzz)
  • Experiment schedule, list of creative campaigns ready to be tested
  • Map Customer Journey
  • Lead (Platform Sign-Up)
  • Free Trial Users
  • Paid Users (Saas only)
  • Average Revenue Per User
  • Agency Client Conversion
  • Define Marketing & Product Goals
  • Leads/ New User Sign-Ups
  • Monthly-Active-Users
  • Trial Conversion Rate
  • Activation - Free to Paid Conversion Rate
  • Product Adoption
  • Retention Rate
  • Other Ideas
  • Community - discord?

Related Artifacts