蓝色青蛙营销如何提高客户报告的准确性和效率

“We would literally come in on the first business day of the month and spend the entire day pulling numbers, putting them into spreadsheets, and then we would have to get them done by 1 or 2 pm to send them over to Design, and then Design would have to get it back to us by 4 or 5 pm, at which point we would send out all of our emails.

这是一团糟，非常非常压力。”

– Kelsey Meyer, Director of Client Experience at Blue Frog Marketing

欢迎来到我们的代理人聚光灯系列Kelsey。我一直很想捡大脑一年多了，所以我很高兴我终于有机会这样做。首先，对于那些不知道的人，您能告诉我们一些关于您自己和蓝色青蛙的信息吗？

凯尔西：所以啊蓝色青蛙营销is an inbound agency in Des Moines, Iowa. We service the US and Canada, so we are a little bit unique in that cost of living in Iowa is really low, and so our retainer prices can be low and yet we can service places like, we have clients in Boston and DC, and in LA where they would not be able to get that kind of service at that cost, so it’s very interesting.

所以,除此之外,我们是一个网站设计-growth of the design and inbound marketing agency, so everything we’re involved is around websites. In fact, we don’t even take it but clients without producing the website because we have just seen so many websites go wrong, right?

Got it, and so what are you doing specifically at Blue Frog?

因此，我是客户经验的总监，所以这意味着我四年前从公司开始，因此我是客户经理，与销售和保留有点关系，我的保留率是真的后面。

I average like 97% retention rate, I have lost one client so far in my career at Blue Frog, and so with that development, I’ve been able to train the new strategist, and then get them into the pattern that I used in building rapport and understanding data and explaining to the client, and teaching them in order to build those bonds and keep them long-term, and because of that growth that’s in the company, I’m now the person that, for lack of a better word, is an ally to the client.

因此，现在，几乎与销售相反。I will meet with the client pre-any sales conversation and I will understand what they need, and what their budget has to be, and then I’m almost a third-party carrier and I go and I’m like, “Okay, this is what I know about the client, this is what I have to share.”

拥有客户的最大利益并不是因为我们从来没有拥有过最大的利益，但随着我们的成长，我们发现消息传递 - 消息传递离业务的核心随着任何公司的成长，因此，我们需要在那里说：“这就是我们的立场，这就是我们可以为您做的事情”，即使这可能不是他们从另一名工作人员那里解释的方式。因此，这就是我进来的地方。我和管理层之间有点管道。

在使用DataBox之前，Blue Frog在数据分析和客户报告方面做了什么？beplay体育appios

So, everything that we have always done has revolved around goals, and those goals are really more business goals than data goals, and it’s still the way that we do it today, but today, we are able to back up what we are doing with data, with KPIs.

So, back four years ago when we originally got into this, we would develop a goal like your business needs more leads, your business needs to be found on Google, that kind of thing, and then we would set in place a series of tasks to get us there, and then those tasks could be measured that you use to monitor rank, right? They don’t anymore.

We used to monitor rank on Google, we used to monitor keyword success which doesn’t exist anymore, we would monitor organic traffic which of course, we still can, but it was very vague; we didn’t have the ability to put KPIs, assign KPIs to the tactics that we were doing, if that makes sense, and so our reporting, we would literally come in on the first business day of the month and spend the entire day pulling numbers, putting them into spreadsheets, and then we would have to get them done by like, one or two in the afternoon, and then send them to Design, and then Design would have to get it back by like, four or five in the afternoon, and then we would send out all of our emails.

这是一团糟，非常非常压力。

我的意思是，我们正在从Facebook，Google，Google Analytics（Analytics），Google Adwords，然后是HubSpot中获取数字，有时甚至是Sharpspring，有时甚至是我们正在使用的任何其他晦涩的程序，这是可怕的，而且不是有效的，不是有效的，不是有效的，而且存在错误，因为我们会找到这个数字，然后我们将其放在电子表格中，对吗？错误的数据输入，这实际上将占用我们的一整天，然后有时甚至不正确。

因此，这就是我们旧报告日过去的样子。

You mentioned that there were some instances of manual error or there are a lot of different people that were involved, Did you ever find that the time it took to do these reports, were there members of your team that are like, “I can’t do this, I need to be doing something else”? Was there any sort of leeway that something else is going to take priority or was reporting the number one priority on the first business day of the month no matter what?

No matter what. I mean, you cannot take a vacation, you could not take a day off. I mean, if you were sick, there is obviously a way that we could work around it, but honestly, in my memory, can’t think of a single time someone went sick on a reports day, and we didn’t take client meetings on the first of the month, we didn’t take client meetings of the first week of the month because if there was any spillover, if there was a problem, there was anything we needed to solve, yeah, I mean, the biggest thing is like, you just couldn’t and at the time, our business was smaller.

Our department now is five people – the strategy, the people who are reporting, and then in addition to that, we do have our and department which is another three people. Back when we were doing it this way, there was two of us.

因此，我们已经成长了很多，但是基本上就像是报告日，您必须这样做。

是的，我还记得我们的第一次谈话，你们和狗在睡衣上，试图使它尽可能愉快，这就是为什么最初，我就像，它们是最好的。我喜欢那个。

是的。现在，我们仍然做这些事情，但这更多是一个假期。

Since you’ve been using Databox, what has changed in terms of data analysis and client reporting for Blue Frog?

我们真的能够变得更加细腻。我的意思是，我们有很多客户。我们与客户建立融洽关系的一部分是我们正在教育他们有关指标的事实。

企业主不是分析师；they are just not, and that’s why they are business owners, they are entrepreneurs, they don’t want to be told what to do and they don’t want to be told what to learn, in all honesty, and so, we find that some of our clients, we need a really, really general forward and we are able to give them a couple of pieces of information, and that we have others that allow us to get really granular.

I know you’ve helped me with some of those types of clients specifically, and the day itself is not nearly as difficult.

I mean, I will say, I probably shouldn’t do this because clients respond really well to patterns and routine, but I almost change my board every month because I’m like, “Oh, that’s neat,” and I want to pull that in for this client or that in for this client, and I’m changing things, and I probably shouldn’t do that, but it allows me the freedom to do that if a conversation that I had last month was really relevant, I can pull that information in and say, “Look, Lucky Lou! I’m able to give this to you and let you understand why I’m making the understanding.”

It sounds like you really are using Databox to have a more driven conversations with your clients, making sure that you are showing yes, these are the business goals and here’s how we are proving that these are valuable, or here’s how we are proving that we’re doing it or why we need to start doing it a little bit more intensively.

这是正确的。

因此，您团队中的所有战略家是否都使用相同方法的报告？

We have a type of structure that we move clients through.

So, we have kind of a what to expect in year one, what to expect in year two, what to expect in year three that most of our inbound clients follow.

例如，即使您在第一年来找我们，您也说：“潜在客户生成是我的第一问题”，我们仍将尝试在Google上找到您。

因此，在第一年，我们可能仍在教您如何理解您的流量来源，然后到第二年 - 因此，我们在原始年份（在第一年中）组合在一起的数据板几乎总是将完全关注来源，流量来源和铅来源，然后作为我们所有客户的所有客户，我们都在关注主要的一代以及对我们的超级重点，我们需要说，我们的跳出率是在此页面上太高，这是我们查看最多的页面，因此，我们需要更改此页面。

We are able to show them proof of why we are doing that, and so to answer the original question, we do have a sort of template that we start all of our clients on, and then as they are understanding evolves, we move them down the path.

When you are sharing and communicating results with either your team or with your clients, how do those conversations go? Are there any clients that you just give the reports to ordo you have a system in place for making sure they understand this data that you are presenting to them?

I would like to have a better system, but really, the only way that we can tell them they understand if we can read them when we are meeting with them, and we service the US and Canada, so sometimes, it’s a phone call and you just have to be attuned to their voice and you have to kind of understand the relationship.

我们有一些我们只是将报告发送给的客户，这是我们的广告客户，因为我们每周发送AT，并且我们还能够对他们在本月操纵过程中进行更新。因此，广告有些不同。他们没有每月的会议，但我们确实有一些入站客户。

我们有一个特定的入站客户端。她只是没有和我见面。她相信我们正在做的事情，我们已经与她合作五年了。I also have clients that I meet with every single month and they still don’t understand what I mean by organic and I have to, every time I say organic, I also have to say, that’s traffic from Google, Yahoo!, and Bing. It’s every single day. It’s one word at this point.

整个团队都使用Databox吗？beplay体育appios

是的。我们的大多数专家使用Databox,规范beplay体育appiosifically our ads team uses it, and they do use it on a client-facing level, and then our web team uses it on an internal level that’s not client-facing at all, we use it for our growth driven design, and so that there and we have an analyst who is on the backend. That is Michaela, she was promoted to be an analyst.

哦，很酷。

She’s using it on the backend now, and she’s no longer going to be client-facing like that, and she started – for those of you who don’t know the team, she started as a strategist, but the strategists are the client-facing account managers, so they are a generalist, in a way. They have to understand everything, and then those specialists, they are trained on Databox so that they can utilize Databox to tell us the generalists what we need to know when we are having conversations with the client in addition to our knowledge that we are just required to know.

因此，是的，这绝对是我们在内部培训和内部沟通中使用的。

作为一家做得很好的代理商，您发现成为数据伴侣的最大价值是什么？beplay体育appios

I mean, I would say this to anyone from Databox who talks to me about our ability to have access to you anytime is a really, really exceptional, and I wish I could call your boss and just tell him that sincerely, but also, I think it was really, really smart of them to have a person like you because tech companies, they don’t communicate well historically in my experience.

But you know the ins and outs of everything, you have every answer and if you don’t have the answer, you will going to will find it, and that is the biggest value add for me because I am so busy and I have so many clients asking me questions, I have John, the owner of Blue Frog asking me questions, I’ve got my team members, I’m doing training, I’m showing everybody that sometimes, I just don’t have the time to figure it out myself, and I have an ally in you to go in be able to go in get that information, and that is priceless to me.

Wow, thank you. That was so nice and it sounds like that’s exactly what you are to the clients at Blue Frog, so it’s probably why we get along. So, now, at this point, everyone knows that I’m a huge fan of Blue Frog, so where can people go to learn more about your agency?

我们的网站。您将找到一个巨大的文化驱动的网站设计，并来了解我们。我们完全是数据驱动的，我们以尊重和问责制和透明度的领域来完成所有工作，如果有人正在寻找入站合作伙伴，我们很乐意这样做。

So come visit us atwww.bluefrogdm.com。