Agency Marketing Analysis

Calculate your Marketing Index

Analyze and score your business operations in the four pillars and their related impact areas of the Q4i Growth Platform. Read each slide and select the score that best illustrates your current situation. You’ll receive your Agency Growth Index (AGI) when you complete the Analysis. We recommend retaking the Analysis every six months to track your progress.

Marketing Pillars

Intent
Audience
Message
Traction

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Agency Marketing Analysis

Intent

Audience

Message

Traction

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Impact Areas
Defined plan
CRM
Marketing automation
Goals + Metrics

Impact Areas
Ideal client
Audience needs
Tailor to influencers
Know where to find them

Impact Areas
Brand clarity
Buyer’s Journey alignment
Educational + Compelling
Strategically placed

Impact Areas
Trust + Familiarity
Social presence
Prospect profiles
Sales process handoff

In every part of your business, including marketing, achieving the results you WANT requires some planning. Of course, that plan is useless unless you use it and it drives intentional and systematic execution. An effective marketing plan must include what you will say, where you will say it, how often you will say it, and to whom you will say it. What does your marketing plan look like?

1 2 3

Plan? Yeah, we don’t have one of those.

4 5 6 7

No plan, but we react effectively when we see opportunities.

8 9 10

Everything is planned and happens according to it.

Plan? Yeah, we don’t have one of those.

No plan, but we react effectively when we see opportunities.

Everything is planned and happens according to it.

A CRM (Customer Relationship Manager), or as we like to call it, a Revenue Management System, is software to track your prospecting and sales activity. Having an organized approach to tracking prospective opportunities, your personal interactions with those prospects, and their engagement with your content is fundamental to fully leveraging marketing efforts that lead to sales efforts. How are you using and leveraging a CRM?

1 2 3

We have no organized way of tracking prospects.

4 5 6 7

CRM is in place but used inconsistently, at best.

8 9 10

Every opportunity and every interaction is tracked.

We have no organized way of tracking prospects.

CRM is in place but used inconsistently, at best.

Every opportunity and every interaction is tracked.

CRM and marketing automation go hand-in-hand. You may have separate tools for these two functions or use the same one. Either way, using technology to assist in the execution of your marketing and sales efforts by letting your automation system do some of the work enhances your ability to scale while maintaining sanity. How are you using and leveraging marketing automation?

1 2 3

Does regular email count?

4 5 6 7

We use a basic email marketing and post on our LinkedIn profiles.

8 9 10

We have a robust platform and use it to its full potential.

Does regular email count?

We use a basic email marketing and post on our LinkedIn profiles.

We have a robust platform and use it to its full potential.

Many businesses' commitment to marketing wanes because they don’t see immediate results (one blog post does not earn one new client) nor can they quantify if the effort is worthwhile. The key to overcoming this lies in establishing appropriate goals and monitoring and measuring consistently. What type of goals and metrics do you define and track regularly?

1 2 3

You can have goals and metrics??

4 5 6 7

Our only goals are more opportunities and new clients.

8 9 10

We have goals and metrics for all phases of marketing.

You can have goals and metrics??

Our only goals are more opportunities and new clients.

We have goals and metrics for all phases of marketing.

Marketing isn’t only about who you attract but also about who you filter out. Before you can do that consistently, you must know what and/or who to look for by knowing them demographically, their business structure, and their views and values. How clearly have you defined your ideal client, and how well does your team adhere to it?

1 2 3

As long as they can fog a mirror.

4 5 6 7

We have minimum and target account sizes.

8 9 10

We have profiles identified and we follow them consistently.

As long as they can fog a mirror.

We have minimum and target account sizes.

We have profiles identified and we follow them consistently.

Buyers are only concerned about their own needs. Because of that, they aren’t interested in learning about a product or service until they understand that THEIR needs can be solved with a product or service YOU provide. How deeply are you looking at what drives their organizational needs beyond getting them a price and maybe a demo?

1 2 3

We believe clients need to save money and receive good service.

4 5 6 7

We understand why they need our product.

8 9 10

We know clients’ challenges better than they do.

We believe clients need to save money and receive good service.

We understand why they need our product.

We know clients’ challenges better than they do.

In a typical buying event of any significance, up to 7 people can influence the final decision (HBR). Speaking to their varied concerns is critical to winning broad support. This can be different positions in the organization (Owner, CFO, HR) or different roles in the buying process, such as decision-maker, influencer, or blocker. How well prepared are you to address these different interests?

1 2 3

We have a single story for everyone.

4 5 6 7

Our story includes our financial and operational impacts.

8 9 10

Our story includes strategic, financial, ops, & engagement impacts.

We have a single story for everyone.

Our story includes our financial and operational impacts.

Our story includes strategic, financial, ops, & engagement impacts.

It is important to know where your prospects go to educate themselves, network, and generally hang out. Depending on your ideal audience to find your messages on their own may result in a lot of wasted effort. How well do you know where your audience spends time?

1 2 3

We don’t know - we buy lists and hope someone responds.

4 5 6 7

We know they’re on LinkedIn & what networking events they attend.

8 9 10

We know everything about them, where they visit, where they hang out.

We don’t know - we buy lists and hope someone responds.

We know they’re on LinkedIn & what networking events they attend.

We know everything about them, where they visit, where they hang out.

An organizational brand is like your personal reputation; we all have one, and it is determined by the experience others have with us. Being very clear about your brand and messaging are two of the most effective tools you have in creating differentiation and influencing the way others see and perceive you. It is critical to know your Purpose, Values, Brand, Audience, Challenges, and Value Proposition. Knowing this is KEY to what you’ll say in marketing and sales conversations. How well do you know your key messaging components?

1 2 3

Honestly, we look and sound like every other agency/provider.

4 5 6 7

We position ourselves as a “better” version of our competitors.

8 9 10

Chance nothing. Our brand and message drives everything we do.

Honestly, we look and sound like every other agency/provider.

We position ourselves as a “better” version of our competitors.

Chance nothing. Our brand and message drives everything we do.

Every buyer goes through the buyer’s journey stages of Awareness, Consideration, and Decision. Ensuring your presence at each step and guiding buyers to the next step is at the core of a successful marketing strategy. How well do you organize your content into these categories, ensuring you address each stage with relevant content?

1 2 3

What’s a buyer’s journey?

4 5 6 7

We share some content and try to engage buyers off-cycle.

8 9 10

Our content starts & guides many on the buyer’s journey.

What’s a buyer’s journey?

We share some content and try to engage buyers off-cycle.

Our content starts & guides many on the buyer’s journey.

The most effective marketing messages focus on your target audience's needs and challenges. Your message and content should be educational–not salesy–and provide so much value that you become seen as a resource they turn to time and again. How educational and useful is your content?

1 2 3

Our content is all about us and what we offer.

4 5 6 7

We provide insights, but only around insurance or product issues.

8 9 10

Our audience makes changes based on the broad content we share.

Our content is all about us and what we offer.

We provide insights, but only around insurance or product issues.

Our audience makes changes based on the broad content we share.

Having quality content is a great start. The next critical step is to be intentional in how that content gets shared. It must be shared strategically and effectively through various platforms and mediums that reach your target audience where THEY spend time. Sharing quality content consistently starts creating trust and familiarity, which is critical for selling. We asked earlier if you know where your audience spends time. How well are you getting your content in front of them where they ARE spending time?

1 2 3

We take the “hope and pray” approach to them finding our website.

4 5 6 7

They find us in their inbox and appropriate social channels.

8 9 10

We are omnipresent and often told, “You guys are EVERYWHERE!!”

We take the “hope and pray” approach to them finding our website.

They find us in their inbox and appropriate social channels.

We are omnipresent and often told, “You guys are EVERYWHERE!!”

We tend to do business with those we know, like, and trust. Marketing should support prospecting efforts and help salespeople build relationships. Being generous with your knowledge creates more opportunities to nurture the buyer and increases the odds of sales success. How much trust and familiarity are you building before sales conversations?

1 2 3

We start sales conversations with a history lesson of our company.

4 5 6 7

We have name recognition, but familiarity doesn’t really go deeper.

8 9 10

We often hear, "I feel I've known you forever!"

We start sales conversations with a history lesson of our company.

We have name recognition, but familiarity doesn’t really go deeper.

We often hear, "I feel I've known you forever!"

Being consistently present and engaged on social platforms is a powerful opportunity to build trust and familiarity and demonstrate your value. You must use the platform to build a strong presence on individual and company profiles. How well are you establishing a company and personal presence on social/LinkedIn?

1 2 3

We take the “lurk and observe” approach.

4 5 6 7

Our company page sits mostly idle, but we have active team members.

8 9 10

We strategically build content & add connections on LinkedIn.

We take the “lurk and observe” approach.

Our company page sits mostly idle, but we have active team members.

We strategically build content & add connections on LinkedIn.

The more you know about your prospects, the better chance of finding overlapping points of interest. When Marketing captures information about your prospects/visitors (during Consideration) and hands it off to sales, the more detail you’ve captured about their interests (blogs read, content downloaded, frequency of engagement), the more effectively the sales team can engage in a warmed-up successful conversation. How much information are you capturing about your prospects through automation or other means?

1 2 3

We capture nothing; sales is just happy to have someone to talk to.

4 5 6 7

We use forms to capture basic information.

8 9 10

We capture visitor information through tracking.

We capture nothing; sales is just happy to have someone to talk to.

We use forms to capture basic information.

We capture visitor information through tracking.

Marketing is the critical first step of a buyer-focused sales process. Having a defined beginning-to-end process with a clear point where marketing shares potential leads with the sales team provides a cohesive and rewarding buying experience that sets the sales team up for success. What type of systems do you have in place to make the transition from identifying someone who has been engaging with your content to someone who appears ready to talk to a salesperson?

1 2 3

We have no marketing or sales process focused on the buyer.

4 5 6 7

Our marketing and sales process is not as defined or buyer-focused as we need.

8 9 10

Our process is so valuable, salespeople want to work with us.

We have no marketing or sales process focused on the buyer.

Our marketing and sales process is not as defined or buyer-focused as we need.

Our process is so valuable, salespeople want to work with us.