Session 3—Services & Pricing: How to Grow with Integrated Services and Value-Based Pricing


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(Originally aired Feb. 15, 2012 )

The Blueprint Series presented by HubSpot is an interactive five-part webinar event built for agency leaders and freelance professionals who are looking to transform and thrive in the coming age of marketing services. The full event cost is $495. All sessions are recorded and available on-demand for registrants. Rated 4.2 out of 5 stars. Read 15 customer reviews.

Session 3 Highlights and Details

The demand for digital services is immense, and growing. According to the Ad Age 2011 Agency Report, digital services accounted for an estimated $8.5 billion, or 28 percent, of U.S. agency revenue in 2010. And Forrester has reported that interactive marketing spending on mobile marketing, social media, email marketing, display advertising and search marketing will near $55 billion by 2014, representing 21 percent of all marketing dollars.

However, it is becoming more difficult to differentiate these dollars. Every agency, or at least the ones that will still be relevant in the coming years, is a digital agency. While the resources dedicated to social, search, mobile, web, email and other digital strategies will vary, interactive marketing should be fully integrated into every program and budget.

As services evolve, so too should pricing. Pricing strategy is a key component to disruption. Agencies motivated to change will shift away from the inefficient legacy system of billable-hours, and move to more results-driven, value-based models accessible to the mass market. This presents the opportunity for agencies and independent consultants to disrupt the industry with lower prices, and potentially higher profit margins. 

During this fast-paced session, you’ll learn how to:

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