How to White Label a Lead Generation Service for a B2B Client

Are you struggling to connect the dots between agency services and the results you drive for clients? Do you produce leads for clients without being sure if they're following up? What about your own marketing efforts? Do you have a process in place for outreach and follow-up? Throwing money at marketing initiatives without correctly measuring their performance can leave agencies with unanswered questions and uncertainty. An effective CRM is the answer; which is why today's guest has specialized in helping agencies enhance their sales process with the right tools. In this interview, he talks about some common mistakes agencies make with follow-up and processes and how they can improve.

Jason Kramer is the founder of Cultivize, a marketing technology company that helps B2B businesses and digital agencies streamline their sales and marketing process and retain more clients. He’s one of the world's few certified strategists and implementers for the SharpSpring platform.

In this episode, we’ll discuss:

• What to look for in a good CRM platform.
• Why agencies should insist clients use a CRM.
• How to improve your agency sales follow-up process.

 

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Podcast Takeover!!

Get to know your Smart Agency Guest Host: Dr. Jeremy Weisz is the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. He followed Jason’s podcast and eventually joined the mastermind and has been a guest on the podcast before. Today, he’s helping Jason bring something new to the Smart Agency podcast audience by interviewing a special guest and getting a new perspective to the show.

 

Changing Your Niche to Adapt to the Market

Back in 2001, Jason Kramer was working at an agency in New York with big clients like Virgin Atlantic Airways. After 9/11, the agency went from 60+ people to 14 people very quickly. At the time, he was already doing some freelance work on the side so his choices seemed clear. He could either go work for another big agency or he could start his own business. That decision led to starting his first agency, focused on web development services.

After a while, it became harder to sustain his business with the emergence of new tools that made website design more accessible. He eventually sold that agency.

In his new agency, Jason and his team help B2B businesses and agencies streamline their sales and marketing process and are top Sharpspring integrators.

Technology alone doesn’t solve problems, so Jason's secret sauce is leveraging his experience in order to identify pain points in his clients' processes. Next, they pair clients up with the right technology to meet their goals. The challenge is having the right team to adopt the technology. It’s a lot of moving parts and Jason’s key to success is his team’s hands-on approach. They’re involved from the very beginning and have a deep understanding of how to customize technology to reach clients' goals.

What to Look for in a Good CRM Platform

When they first start working with Cutlivize, many clients don't have CRM technology in place.  So the first step is to analyze whether or not a SharpSpring is a good fit. Their criteria for a good CRM include intuitive adoption for new users, affordability, and fully inclusive of add-on capabilities.

Most of their clientele doesn't have a CRM and is starting from scratch with SharpSpring. About 30% of their clients transition from another CRM platform to SharpSpring with their help. However, that 30% usually needs some convincing to consider the idea of migrating to a new system.

When clients are using another platform, they’ve usually stuck to that technology simply because they’ve been using it for a long time. Some clients are using dated systems and worry they won’t be able to export their data. Another big concern is training the client team on a new CRM.

In those cases, Jason asks to see how the company uses this technology on a daily basis. The majority of clients discover they’re not actually using the technology as much as they thought. Whatever the concerns, the most important element to ensure a successful migration will be that the sales team is a part of that conversation.

 

Why Agencies Should Insist Clients Use a CRM

The Cultivate team has worked with over 30 agencies helping their clients get more out of a CRM for their clients. Jason says those agencies are leaving money on the table because any agency is only half the equation. They’re normally getting leads into the organization. However, it’s up to the client to actually talk to those clients, close the deal, and report the results of those leads. You can effectively track your results for clients if they aren't tracking things on their end as well.

According to Jason, agencies that don’t offer a CRM platform service struggle because the clients don’t follow through on those leads. This ultimately affects the results clients see and they will continue to shift agencies. In reality, the problem is the client doesn’t have a system in place to track everything.

For these cases, Jason’s team offer to help with strategic planning and integrating the CRM so they can have transparency to show what’s actually working.

Additionally, based on their model, it can work as an additional passive revenue stream for the agency. The agency offers value to the client and gets an additional revenue stream for something their team doesn’t even have to touch.

How to Create an Effective Agency Sales Follow-Up Process

Typically, when Jason’s team comes in to assess a company they find there’s some sort of follow-up process. However, it tends to be inconsistent. Most have no rhyme or reason for their outreach efforts. On the other hand, there are some who are too aggressive with their outreach. They make multiple attempts every week, making phone calls and sending emails, which quickly turns people off.

Generally speaking, follow-up should be done in a way that is ethical but also friendly and not overbearing. Additionally, these interactions should be tracked. If you sent 50 quotes, how many of those are likely to close? Which ones do you still need to follow up with? At the end of the day, you want to sell, not be stuck with mundane emails forever. That’s why a follow-up process is so important. Prepare templates to ensure you’re sending emails that provide value and a reason for reaching out. This empowers the sales team and makes their outreach more effective.

What Can You Do to Improve?

1. Understand their goals. The best way to help your client make a decision is to understand them and their business. It can take a few months to get a client going and excited to work with you. If that client usually has a very busy summer season, for instance, explain that your process can take up to three months to get ramped up. Therefore, it's important to get started three months or more before that busy summer season.
2. Providing value and education. Instead of sending back-to-back messages asking when they’re going to make a decision, you can explain a little bit about your process, how it’s done, and why you’ll need a certain amount of time to do it. Educating the client and providing information is helpful without being pushy.

Do You Want to Transform Your Agency from a Liability to an Asset?

If you want to be around amazing agency owners that can see what you may not be able to see and help you grow your agency, go to Agency Mastery 360.  Our agency growth program enables you to take a 360-degree view of your agency and gain mastery of the 3 pillar systems (attract, convert, scale) so you can create predictability, wealth, and freedom.