If you are still using a high-level, services-oriented, generic powerpoint pitch, these 17 agencies are probably closing more new business than you.

在过去的五个月中，我们有recruited over 60 digital agenciesto our合作伙伴计划。Along the way, we have learned a lot about how agencies have transformed their processes using data. From agile marketing on the operational side to data-driven reporting on the account management side, data has infiltrated every process of the modern digital agency.

In recent years, as data from prospects has become more easily available, agencies have started using data as early as their first meeting, showcasing their data-driven strategies to potential clients right away. Previously, they might have begun a pitch with their full array of services, from web development to lead generation to ad design and placement. Then, they could launch into a few case studies on past client work. Using this approach, they couldn’t really tailor their pitch to the specific needs of each prospect, though, resulting in a bunch of wasted time for both when they failed to uncover the prospect’s priorities. For those agencies who are a bit more sales-savvy, they often started their first meetings by asking a bunch of questions and positioning their service based on the prospect’s answers. But, with agency after agency doing that, prospects have gotten tired of answering the same questions over and over again. As a result, even smaller clients are publishing RFQs or asking for prices right out of the gate.

根据我们的调查，由于数据变得更容易访问和共享，因此在过去几年中，新的业务流程发生了变化。在我们调查的17个机构中，有100％表示，至少在某些时候，他们在销售过程中使用了数据。30％的机构表示总是get access to client data during the sales process.

Data completely changes the way agencies pitch potential clients. Now, they can show up with specific recommendations based on the client’s situation. The pitch becomes client-centric rather than services-centric.展示相关客户工作提出问题仍然是关键。但是，通过访问客户数据的访问客户跟踪仪表板，代理机构新业务专业人士不会盲目或空手而出。

Here are the specific strategies 17 agencies use to analyze client data during their sales pursuits.

Depending on the agency and the client’s needs, agencies use different data sources and look at different metrics to identify issues and opportunities.

To make it a bit simpler for you, I’ve divided up their data-deployment examples by “top of the funnel or traffic” focused services like search engine optimization (SEO) and website design and “full-funnel services” like marketing automation and sales enablement.

I’ve also broken them up by Strategies and Stories. You can read about the strategies they employ and then read stories of how they’ve deployed them successfully.

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Types of Services Involved In The Pitch

1. Top of Funnel / Traffic-Focused Services
2. 全面以漏斗为中心的服务

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Top of Funnel / Traffic-Focused Services

Strategies

Jeff Coon
Partner, Stream Creative

Stream Creativefirst evaluates whether the site has a traffic or conversion problem. They focus their initial pitch around whichever seems to be a more pressing need (or both).

• 我们深入研究他们如何在搜索中与他们的竞争相抵触。
• We reviewhotjardata to look for design and usability flaws that we could fix to help with the user experience, visibility and conversions.
• We identify their top performing pages to look for quick ways to get more from what’s already working on their site and to identify future content marketing and lead generation ideas.

这些见解帮助我们与客户进行更有意义的对话，并就可以帮助他们实现增长目标的方式进行了更有意义的对话。

KPIs:Keyword Ranking on Top Terms, Bounce Rate, Conversion Rate
Recommended Dashboard:Semrush关键字任务控制

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Mary Planding
伙伴,OverGo工作室

OverGo Studiofocuses on Google Analytics metrics.

跳出率，退出率，设备故障 /访问 /弹跳 /退出 /时间通过设备上的时间 - 所有这些都有助于我们回答以下问题。

• How well is their site is performing?
• What pages are working and what pages aren’t?

KPIs:Bounce Rate, Exit Rate, Visits, Time on Site by Device
Recommended Dashboard:Google Analytics（Analytics）手机诉桌面流量质量

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苏西·凯利（Susie Kelley）
Founder, Spot On Marketing

发现专注于可以在GA和Semrush等服务中找到的指标。

• We look for traffic, bounce rate, average time spent on site.
• We talk about improving traffic by improving SEO through using the correct keywords or sometimes PPC/social ads driving back to the site.
• We lower bounce rate and increase average time spent on site through better quality content and making sure the content fits the user’s persona.
• We also review the site map for better UX for visitors.

KPIs:Total Traffic, Bounce Rate, Session Duration, Keyword Research, PPC Ad Conversion
Recommended Dashboard:Google Analytics (Website Traffic)

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Jason Diller
SVP, The DSM Group

The DSM Groupdoes a big traffic audit to clean out any noise in the traffic data.

In Google Analytics, we look for how they have (or haven’t) set up views, goals, events, filters and segments. We ensure we’re always looking at data we’re confident in.

Most of the Google Analytics accounts I see don’t have clean data. For example, most accounts have about 25% of their traffic coming from Trump spam or Russia, or both

我们发现，具有干净数据的原理具有10倍值，而改进一个指标。例如，一旦我们过滤垃圾邮件，幽灵流量，推荐垃圾邮件和机器人，潜在客户博客文章之一的跳出率就可以了。

KPIs:% of Pageviews from Real Humans, Site Activity from that cohort
Recommended Dashboard:Google Analytics (Website Traffic)

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Ed Heil
Owner, Storyteller Media

ForStoryteller Media, it all starts with analyzing traffic.

网站流量是必须的。这将是关于人们是否知道自己是否在网上存在的理解，这将是许多事情的最初指标。它还可以帮助我们确定要开发多少有机内容以帮助他们出现在搜索中。我们还在寻找关键字的机会来帮助指导我们的初始内容策略。如果潜在客户正在使用HubSpot，则可以学习有关潜在客户如何使用或不使用该软件的所有内容。因此，数据很棒，它使我们在幕后窥视了他们的战略。

KPIs:Sessions by Source, Total Sessions, Top Keywords
Recommended Dashboard:pageview仪表板的关键字

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Ryan Malone
CEO, SmartBug Media

SmartBug Media请访问每页的领先转换率。

“我们寻找低悬挂的水果，上面有很多流量，但结果却没有很多。在销售过程和整个参与过程中，发现早期胜利会产生对客户的重大信任。”

KPIs:Visitor-Lead Conversion Ratio by Page
Recommended Dashboard:HubSpot (Leads by Source)

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凯瑟琳·布斯（Kathleen Booth）
首席执行官，Quintain营销

Quintain Marketinguses the 80/20 rule to determine priorities for a site redesign.

“We always look at which pages on their site are generating the most traffic. We often find the 80/20 rule holds and 20% of the site pages generate 80% of the traffic. This often informs our recommendations about how to redesign their site (because we do a lot of Growth Driven Design (GDD), the launchpad can typically be much smaller than prospects think) as well as how to prioritize pages for conversion optimization.”

KPIs:Total Sessions, Goal Conversions by Page
Recommended Dashboard:Google Analytics (Website Traffic)

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Brendon MacDonald
CEO, Yello Veedub

yelloveedubtakes a channel-by-channel approach.

We look at:

1. How many new users are added by each channel. This shows us any gaps that could be filled – ie with inbound marketing, increasing organic or social media or email.
2. Quality of traffic per channel (ie the bounce rate , avg session duration , pages / session / goal completions ) This might show a channel, like organic, that has good traffic. We can recommend inbound marketing to increase this and less PPC advertising, for example.
3. 登陆页面有机地获得最新的用户。我们重点介绍了当前在网站上工作的主题 /关键字。通过入站计划，我们可以扩展此主题并显示机会

We use ourmetrics funnel为了帮助说明它们可能影响的变量以改善底线。

KPIs:Sessions by Channel, Quality by Channel, Landing Page Conversion Rate
Recommended Dashboard:HubSpot Leads by Source

Stories

“Prospects are always impressed when they see us present data from tools like Hotjar, HubSpot and Databox. They’re even more impressed when we show them how we can leverage the data and insights to focus on “continuous improvement” for their website and digital presence.

This articleshows a practical example of finding some low hanging fruit to improve a website using Hotjar to drive more people to their blog, in this case. Having conversations with customers and prospects about their existing data often uncovers other business issues, such as them NOT having a good system or process for accountability. Some of our prospects aren’t even sure if or how their existing website is working for them.

By leveraging some of these aforementioned tools, we can help unpack some of their challenges and develop a plan to help them overcome those challenges. It reshapes the engagement to position us more as business consultants vs just marketers or designers.”

Jeff Coon
Partner, Stream Creative

“We normally work from the bottom of the funnel up to find quality visitors in custom segments we’ve set up. We use either Google Analytics or HubSpot. We try to find commonalities within these visitors and their experience on the site, paying special attention to new users and their Source/Medium.

让我们以SEO机会为例。我们通过使用MOZ，Semrush和Ahrefs爬行数千多个关键字，并将它们分为两类：在其中排名第3-＃5和关键字排名第11-11-11-＃20。通常，我们可以找到他们可以以非常低的努力而进入Google的第一页的主题或关键字，或者进入Google的第一页，这会导致快速获胜。

我们通常确保所有的数据我们正在寻找t is visualized in charts that are easy to understand. We are big on data, but we hate looking at spreadsheets, especially from different data sources. We ask the prospect if they would like to see their data in their browser, on their mobile phones, or both. From there, we engineer charts using the following framework for analytics. We create 4 columns in Databox and create: See, Think, Do, Care columns for their marketing data. ”

Jason Diller
SVP, The DSM Group

“在与高级生活公司合作,我们使用analytics data to convince the client that their perceived need for a large website was unfounded. The data showed a significant number of underutilized pages did not contribute to lead flow. The result for the client was a lower-cost project and freed budget for proactive marketing activities.”

Ryan Malone
CEO, SmartBug Media

“We noticed that a potential client had an old blog article that was their 3rd most frequently visited page every month. So we added a CTA with an offer to a new service. Now this generates approximately £10k a month in revenue and counting from one page. They now have a specific service offering because of this insight on unmet customer demand.”

Brendon MacDonald
CEO, Yello Veedub

全面以漏斗为中心的服务

Strategies

John McTigue
联合创始人Kuno Creative

Kuno Creativeframes their offering around the目标，计划，挑战，时间表框架。

“We ask about their GPCT and look at the quantity of traffic and leads at the different lifecycle stages. We look at how we can improve both quality and quantity of inbound leads to achieve goals and timeline.”

KPIs:总流量，访问铅比，基于来源的潜在客户质量
Recommended Dashboard:来源的HubSpot机会

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Perry Nalevka
企鹅策略首席执行官

Penguin Strategieslooks at every step of the funnel to identify choke points.

“We look for ways to bring more quality traffic and improve conversion rates all the way through the funnel (i.e. Visits to leads, Leads to MQL and MQL to SQL)”

KPIs:Lead to Opportunity Ration, Visit to Lead Ratio, Lead Quality based on Source
Recommended Dashboard:HubSpot Marketing and Sales Overview

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Mike Lieberman
CEO, Square 2 Marketing

Mike fromSquare 2 Marketingalso looks at the full funnel before making recommendations.

“We do full funnel analytics for every client as part of their engagement. This lets us know where in the funnel to focus first and it helps us show the clients the dramatic impact working on each conversion point can have on their ultimate goal of revenue acceleration.”

KPIs:导致机会比率，访问铅比，基于来源的铅质量
Recommended Dashboard:HubSpot Marketing and Sales Overview

Stories

“During an audit of OnPoint Consulting’s site, the Kuno team discovered some worrying trends.

Specifically, visitors wereviewing fewer pages和spending less timeon the site. Based on this data, we determined it was time for a website redesign to create an improved user experience. The Kuno team worked toupdate the website messaging为了更好地反映Onpoint的价值主张，请改善网站美学，并为与每个买家角色最相关的资源提供清晰的途径。”

John McTigue
联合创始人Kuno Creative

“Dialexa needed tobetter leverage existing content获得更多参与。此外，他们需要衡量哪些特定活动实际上推动了结果。

在设置了HubSpot营销之后，我们专门专注于从其现有内容库中获得更多信息。我们重新利用了较旧的高转换内容，并根据Lead似乎喜欢的主题来整理新的内容。我们进行了一系列活动，以从他们已经构建的内容中获得更多结果。”

Perry Nalevka
企鹅策略首席执行官

How to Efficiently Use Data in Your Sales Process

If you’re not using data in your sales process and you’re competing with any of these agencies, you’re probably going to lose.

但是，通过上述机构慷慨共享的具体策略，您可以从第一天开始专注于客户最重要的指标。

To get started, you can follow these three simple steps:

1. 使用不同的数据源来开发专业知识，以剖析公司的网站和在线营销资产。对于大多数服务中小型业务的机构，请先从Google Analytics（分析），Semrush，Facebook Ads和AdWords开始。
2. Develop templated reports that allow you to quickly analyze different assets. For example, here’s a template for analyzingmobile website traffic qualityfrom Google Analytics and here’s one foranalyzing keyword search rankusing SEMRush.
3. Begin asking for access to these data sources in your sales process.

Using data early in the sales process allows your agency to identify opportunities right away. Instead of explaining what you’ve done for other clients, you can show them how and how much you can help them.

Further, by getting access to data right away, you can be more confident in your ability to deliver results. With access to data, you can determine whether their goals are realistic as well as the quickest path to achieving them.

Further, your prospect will feel like you understand them and their needs more quickly because you can make recommendations within the context of their situation.

Although important still, winning new business isn’t just about keeping up with the latest marketing tactics or technology or having the best creative. Today, using data to impress prospects is critical.