Agency Targeting Tips from Marine Marketing Agency Fastlane

2014-11-19_10_17_39-FastlaneAs part of my initiative to spend more time with agencies that target, I recently spent time with Christopher Faust of Fastlane, a boutique strategic marketing and communications agency headquartered NYC. 

Fastlane is a leader in maritime marketing. They are the owner and moderator of the Maritime Network on Linkedin with over 100,000 members (the largest group of it's kind) and have such nameplate marine clients as AER Supply, Domestic Group, MasterVolt, My-Villages, Cruiseair,  ProMariner, McMurdo and others. 

Chris shared a few insights on how Fastlane has grown, including through targeting.


Why Agencies Need to Target for Long-Term Success

206730683_d09e9b3c8f_zMany agencies realize they need to focus on a niche to grow their business....but somewhere between conception and execution, they lose steam and go back to a less focused path.  

I've spoken recently on how an agency can target for success. In this post, I want to focus on why an agency must target for success. The three main reasons are below.  


Why I Want to Spend More Time with Agencies that Target

1454278130_c3d0f87796As a Hubspot Channel Account Manager (and a human!), I only have so much time in a day. As we all do, I have choices about where to spend it. I'm involved in sales enablement, small group coaching, supporting a book of Hubspot Partners, speaking with prospective Hubspot partners, and of course, actually helping to sell Hubspot software


Targeting Lessons for Agencies from Trew Marketing


This morning I checked out a great episode of the Bright Ideas podcast from Trent Dyrsmid featuring Rebecca Geier of Trew Marketing. Trew is a B2B marketing agency focused on the scientific, engineering, and technical markets. The episode highlighted how focusing in on a niche helped Trew achieve extraordinary results.


Rate the Call - Exploratory Call Role Play


In the Successful Agency Selling series, we devote two sessions to Running a Top Notch Exploratory Call. Below is a 30 minute Exploratory Call role play that hits many of the concepts referenced in the training. This was done by Hubspotter Corey Beale and I.

The format was very much on the fly - meaning this was like a typical call where I, as the agency rep, didn't know what was coming. Below the video, I've added notes where I break down the call section by section. Between about 14:00 and 25:00 on the recording we also do a live break down. Continue reading below the video...


What I Learned from Getting Sales Coached by @Rainmakermaker

rainmakermaklerA couple months ago, I was offered the opportunity to take part in group sales training to be led by Rick Roberge (@Rainmakermaker). For those of you that know Rick, you know he has trained several senior sales leaders at Hubspot including Pete Caputa, VP of Sales and Marketing, Jeetu Mahtani, Managing Director Hubspot Interntional, and Arjun Moorthy, VP of Channel Sales - three individuals whose sales skills I greatly respect.


Are you a Marketer First or Change Agent First? - Getting Clients to Really Produce Content

You are an Inbound Agency. Imagine for a second that each of your clients has sales people blogging, customer service people blogging, the CEO blogging, marketing blogging, and product teams blogging. take a look at your website. How many wildly successful case studies do you currently have listed?

Now think about if the scenario above held true, how many more would be there? How would this change your business? How would it change your client's business?


CMB Redux - How One Hubspot Partner is Advancing Sales Using the Content Marketers Blueprint


Back in June Kevin Jorgenson of Innovative Marketing Resources shared the 'Content Marketer's Blueprint' with the Hubspot Friday Sales Coaching Group. This past Friday, Rick Whittington, a Hubspot Partner who decided to give it a try after that call, joined us to talk about his experiences. Rick had some interesting things to say:

- How he uses the Content Marketers Blueprint (CMB) to qualify prospects
- How he charges for it
- How he used the CMB with an orthopedic firm to advance the sales process
- How he gathers inputs
- How he positions inbound marketing and Hubspot during the process
- His track record to date signing 2 clients and being on his way to a third

The recording of the call is below.


Better Diagnose Your Prospects with The Opportunity Review Guide



Guest blogger Brian Signorelli is a Hubspot Inbound Marketing Specialist. Connect with Brian on LinkedIn or Twitter

Ever wonder what playbook your Hubspot Inbound Marketing Specialist (IMS) is using during an opportunity review call? What questions they might ask and why? If so, this post is for you. 

In a recent post, David outlined some ways to make your opportunity reviews more productive. The final bonus tip recommended using an Opportunity Review Guide to self diagnose opportunities. This guide, originally put together by Hubspot's Danielle Herzberg and Jill Fratianne (aka @SpicyLegume) with some slight modifications since, is the same one your Hubspot IMS is likely to reference during a call. Do we go through every question and in the same order every time? No, but we do use it as a general roadmap. 


Making the Most of Your Hubspot Opportunity Reviews - 5 Must Do's


Doorway-1If I (or a Hubspot colleague) work with you as a Hubspot Partner and you have sales opportunities on a regular basis, we likely meet for opportunity reviews. In these sessions, we'll review your sales opportunities and discuss ways to advance them.

While not all of you want my help, most of you do. For those that do, I've been reflecting on ways to make these better.



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