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HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
HUBSPOT´s Guide to Being a Partner Agency
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HUBSPOT´s Guide to Being a Partner Agency

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HUBSPOT´s Guide to Being a Partner Agency

HUBSPOT´s Guide to Being a Partner Agency

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  • 1. HUBSPOT’S PARTNER AGENCY GUIDE1 WWW.HUBSPOT.COM BEING A PARTNER AGENCY HubSpot’s Guide to Access to all Partner Agency resources in one easy to reference eBook A publication of
  • 2. HUBSPOT’S PARTNER AGENCY GUIDE2 WWW.HUBSPOT.COM ... brings your whole marketing world to- gether in one, powerful, integrated system. HUBSPOT’S ALL-IN-ONE MARKETING SOFTWARE Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations LEAD GENERATION U BLOGGING & SOCIAL MEDIA q EMAIL & AUTOMATION M SEARCH OPTIMIZATION s MARKETING ANALYTICS YLEAD MANAGEMENT g
  • 3. HUBSPOT’S PARTNER AGENCY GUIDE3 WWW.HUBSPOT.COM CONTENTS YOU’RE A HUBSPOT PARTNER AGENCY /6 LEARN HOW THE HUBSPOT SOFTWARE WORKS /9 I HAVE AN INBOUND LEAD /13 A LEAD BECAME A CUSTOMER /23 ONGOING SUPPORT FOR PARTNER AGENCIES /29 HUBSPOT SOFTWARE TOOLS /32 PARTNER AGENCY TOOLS AND RESOURCES /56 REGISTERING LEADS /58 PARTNER AGENCY TIERS /60 PARTNER PORTAL /63 CUSTOMER HAPPINESS INDEX (CHI) /65 PARTNER AGENCY COMMISSIONS /67 HUBSPOT GLOSSARY /69
  • 4. HUBSPOT’S PARTNER AGENCY GUIDE4 WWW.HUBSPOT.COM Congratulations on becoming a HubSpot Partner Agency!“ ” You’ve joined a growing team of agencies who understand the changing landscape of marketing! By becoming a HubSpot partner, Marketing and streamline your client delivery and reporting. We’re looking forward to growing your business with you!
  • 5. HUBSPOT’S PARTNER AGENCY GUIDE5 WWW.HUBSPOT.COM My Channel Account Manager Name: Email: My Inbound Marketing Consultant Name: Email: My Account Manager Name: Email: Other Contacts Billing Questions: Billing@HubSpot.com VAR Program Manager: VAR-Program@HubSpot.com Technical Support My HubSpot Contact List
  • 6. HUBSPOT’S PARTNER AGENCY GUIDE6 WWW.HUBSPOT.COM SECTION 1 YOU’RE A HUBSPOT PARTNER AGENCY
  • 7. HUBSPOT’S PARTNER AGENCY GUIDE7 WWW.HUBSPOT.COM Step 1 HubSpot Authorization (Contract for HubSpot portal) You will receive this from your Channel Account Manager (CAM) Complete the online billing link Save a copy of your contract Step 2 Send your Partner Contract & W9/W8BEN (REQUIRED) Download the appropriate forms from the Partner contract page on HubSpot.com Step 3 Register your leads with HubSpot Register at least 5 leads via this link: http://var.hubspot.com/var_add_lead You’re now a HubSpot Partner Agency!
  • 8. HUBSPOT’S PARTNER AGENCY GUIDE8 WWW.HUBSPOT.COM Step 4 Participate in your HubSpot product training 1-on-1 training OR HubSpot Academy 1-on-1 training: You will be introduced to your Inbound Marketing Consultant (IMC) HubSpot Academy: You will receive a link from your CAM to register for the HubSpot Academy kickoff call Step 5 Partner Agency Sales training will begin (usually in week 3) These sessions are lead by HubSpot Partner team members You’re now a HubSpot Partner Agency!
  • 9. HUBSPOT’S PARTNER AGENCY GUIDE9 WWW.HUBSPOT.COM SECTION 2 LEARN HOW THE HUBSPOT SOFTWARE WORKS
  • 10. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Step 1 Get introduced to your consulting track (1-on-1 OR HubSpot Academy) 1-on-1 training You will be introduced to your Inbound Marketing Consultant (IMC) Schedule a kickoff call with your IMC HubSpot Academy You will receive a link from your CAM to register for the HubSpot Academy kickoff call Register for your kickoff call Step 2 If you have a lead, follow the steps in “I have an Inbound Lead!” Learn how the HubSpot Software Works
  • 11. HUBSPOT’S PARTNER AGENCY GUIDE11 WWW.HUBSPOT.COM Step 3 Participate in product training Consulting framework: Session 1: Kickoff call You’ll be introduced to: The 1-on-1 Partner Agency Learning Center OR the HubSpot Academy Learning Center depending on your consulting tract The HubSpot Partner LinkedIn Group www.hubspot.com/partners Technical Support Session 2: Landing pages/CTAs You’ll receive eBooks you can customize and use for lead generation on your website Learn how the HubSpot Software Works
  • 12. HUBSPOT’S PARTNER AGENCY GUIDE12 WWW.HUBSPOT.COM Step 3 Consulting framework continued: Session 3: Lead Nurturing Session 4: Email Marketing Session 5: Lead Intelligence Session 6: Blogging/SEO Session 7: Reporting Session 8: Wrap Up You’ll be introduced to Ongoing Learning Resources Step 4 Take the HubSpot Partner Exam Learn how the HubSpot Software Works
  • 13. HUBSPOT’S PARTNER AGENCY GUIDE13 WWW.HUBSPOT.COM SECTION 3 I HAVE AN INBOUND LEAD
  • 14. HUBSPOT’S PARTNER AGENCY GUIDE14 WWW.HUBSPOT.COM The HubSpot Sales Process is composed of the following steps: Step 1 Research Step 2 Prospect Step 3 Connect call Step 4 Step 5 Diagnostic & goal setting call Optional Steps Present solution - demo Trial process Step 6 Agree on contract scope / fee I have an Inbound Lead
  • 15. HUBSPOT’S PARTNER AGENCY GUIDE15 WWW.HUBSPOT.COM Step 1 Research Ensure you’ve registered your lead: http://var.hubspot.com/var_add_lead Goal of Research Determine the priority of the lead (High/Med/Low) Understand the company and contact’s sophistication with inbound marketing Identify opportunities for personalization, trust development, rapport building How to Research Is the goal of the website to generate leads? Look for contact us / conversion forms, or shopping carts Check whether the lead contact is on the management team Who does the company target? (B2B vs B2C?) Are the page titles and URLs currently optimized for search engines? Is there under-utilized content in PDFs or long FAQ pages? Do they have active social media accounts across different communities? Do they have calls-to-action (CTAs) placed prominently on their site? Do those CTAs lead to well-designed landing pages that give away compelling offers? Tools Marketing Grader I have an Inbound Lead
  • 16. HUBSPOT’S PARTNER AGENCY GUIDE16 WWW.HUBSPOT.COM Step 2 Prospect Goal of Prospect Try to get the person to pick up the phone or connect with you How to Prospect Do a series of voicemails and email attempts until you get a connect Always follow a voicemail with an email (up to 5 vmail/emails) Schedule times in your Calendar to do this Tools Prospecting webinar I have an Inbound Lead
  • 17. HUBSPOT’S PARTNER AGENCY GUIDE17 WWW.HUBSPOT.COM Step 3 Connect call Goal of the Connect call Establish an initial relationship with your prospect Build initial credibility and rapport Begin the qualifying process How to Connect Use the connect call playbook Make sure to ask if there is anyone else they should include on the call (e.g. business partners, co-founders, etc) then: Set date and time Send a meeting invite Write down the activity in your records It’s ok to cut them loose “It doesn’t sound like you guys really have any challenges that you really need any help with. It sounds like you’re very happy with your business and Tools Marketing Grader I have an Inbound Lead
  • 18. HUBSPOT’S PARTNER AGENCY GUIDE18 WWW.HUBSPOT.COM Step 4 Inbound Marketing Assessment (IMA) / Exploratory call Goal of the IMA / Exploratory call To QUALIFY! Continue to establish a relationship with your prospect Build additional credibility and establish trust How to do an IMA / Exploratory call change it, and how they currently plan to do so Leverage questions around GPCT & BANT: GPCT: Goals, Plans, Challenges, Timelines BANT: Budget, Authority, Need, Timelines If you want to move forward: Schedule the diagnostic call If you don’t want to move forward: Send them free resources, like Marketing Grader, or one of your eBooks, and let them go Tools Your CAM can help you prepare for this call I have an Inbound Lead
  • 19. HUBSPOT’S PARTNER AGENCY GUIDE19 WWW.HUBSPOT.COM Step 5 Diagnostic & Goal Setting call Goal of the Diagnostic call Start to make the case for your monthly retainer How to do a Diagnostic call Do they have growth goals? Are the growth goals written down? How do they plan to achieve this planned growth? When do they need to achieve this growth by? What happens if they don’t achieve this growth? How much can they afford to invest? Can you actually help them? Tools Prospect Assessment Tool that includes the Inbound Calculator (tool and webinar) I have an Inbound Lead
  • 20. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Optional Present Solution - Demo Goal of the Demo If it’s required to present the tools, leverage your CAM to run the call How to do a Demo Complete the trial checklist Create a trial for your demo using the trial checklist Reiterate their GPCT and how it will be solved via your services (which uses the HubSpot software to accomplish) Tools Trial checklist Create a free trial Your CAM can help with this call I have an Inbound Lead
  • 21. HUBSPOT’S PARTNER AGENCY GUIDE21 WWW.HUBSPOT.COM Optional Trial Process Goal of the Trial To show your agency’s value and win a deal How to run a Trial Create a free trial Use the inbound marketing workbook to set up the trial Set up landing pages with compelling offers Do keyword research and start blogging Set up social media monitoring Preparing for the trial call: Which offers and landing pages are performing? Which keywords are performing? Which channels are performing? Tools Create a free trial Inbound Marketing Workbook How to use a trial webinar I have an Inbound Lead
  • 22. HUBSPOT’S PARTNER AGENCY GUIDE22 WWW.HUBSPOT.COM Step 6 Agree on Contract Scope / Fee Tools Your CAM can help you with this HubSpot pricing page Retainer quoting tool and webinar Alert your CAM of the new client and send the signed contract to HubSpot if applicable I have an Inbound Lead
  • 23. HUBSPOT’S PARTNER AGENCY GUIDE23 WWW.HUBSPOT.COM SECTION 4 A LEAD BECAME A CUSTOMER
  • 24. HUBSPOT’S PARTNER AGENCY GUIDE24 WWW.HUBSPOT.COM You will receive an email with a login to your new client’s HubSpot portal. Use the client onboarding checklist to begin setting up their HubSpot portal and start delivering services to your client. Onboarding Checklist Before you receive a signed client contract: Find out GPCT/BANT (Optional) Set-up a Hubspot trial (Optional) Collect 4-5 competitors from the prospect and upload them to the HubSpot trial Complete a Marketing Grader report Complete the Prospect Assessment Tool which includes the Inbound Marketing Calculator Before the client kickoff call: Ratify the client contract and send a copy to client Get the signed contract back from the client Mark the client lead as “closed won” Email the client with “to-do” items for the client kickoff meeting (see Client Responsibilities) Schedule invoicing for the client Schedule the kickoff meeting with the client Register IP addresses on the client’s Hubspot platform for client IPs and agency IPs These pages can be printed and used with your clients!
  • 25. HUBSPOT’S PARTNER AGENCY GUIDE25 WWW.HUBSPOT.COM Onboarding Checklist Internal agency meeting before the click kickoff call: The Sales team shares client’s needs, touchy topics and other info from the sales process Walk-through the Marketing Grader report Walk-through the client contract List 3 potential pitfalls and how preemptively get around them Create a plan of attack Client responsibilities: Get contact information for all people on the client’s team that will be involved Send a description of who your ideal customer or persona is/are Grant the agency access to your website CMS (if you’re not being hosted on HubSpot) Grant the agency admin access to your Facebook page, Twitter account, and any other social media or online outlets for content promotion If the client does not have social media accounts, recommend at least two of the following depending on their industry: Facebook, Twitter, LinkedIn, SlideShare Send your lead database to the agency for import to Hubspot platform (CSV Send brochures, technical manuals, past articles written by your team, scripts, press releases, logos, graphics, email newsletters, and any other marketing materials to the agency for uploading to your HubSpot portal A Lead Becamea Customer
  • 26. HUBSPOT’S PARTNER AGENCY GUIDE26 WWW.HUBSPOT.COM Onboarding Checklist After the kickoff call: Upload client leads to HubSpot Upload all brochures, manuals, etc. to the client’s HubSpot portal Add the following apps to the client’s Hubspot platform: Benchmarks, Analyze Your Landing Pages, Social Media Publishing and Report Keeper Upload the client’s competitors to the Competitors app gathered during sales process If the customer will be on the HubSpot CMS: Migrate the client’s website onto the HubSpot CMS Take the client’s HubSpot-hosted website live If the customer is not on the HubSpot CMS: Install the HubSpot Tracking code on their website Create a subdomain for the client’s HubSpot-hosted landing pagesand blog Take the client’s HubSpot-hosted subdomain live Submit the customer’s website to Google, Bing and Yahoo via webmaster tools Set up the client’s blog on HubSpot, or transfer blog content from their If the client has HubSpot Professional or Enterprise and a CRM, connect the two via the HubSpot API Use the Salesforce or Sugar Connector if the client has Salesforce or SugarCRM Upload the client’s keyword to the Keywords app in HubSpot Link the client’s social media accounts with their HubSpot portal A Lead Becamea Customer
  • 27. HUBSPOT’S PARTNER AGENCY GUIDE27 WWW.HUBSPOT.COM Onboarding Checklist After the kickoff call (continued): Install “Facebook Welcome” on the client’s Facebook page that leads to a conversion page Brainstorm long tail keywords to spur your content creation strategy keywords Brainstorm potential TOFU and MOFU offers Create an initial report with starting benchmarks and upload it to the Report Keeper Create an inbound strategy for your client: Ensure those pages have at least one CTA on them above the fold Write 2 blog articles each week and have them auto-publish to their social media accounts Identify industry websites to reach out to for relationship development Grow their social media followers (set monthly benchmarks) Identify website directories and industry sites to submit the website to for inbound links A Lead Becamea Customer
  • 28. HUBSPOT’S PARTNER AGENCY GUIDE28 WWW.HUBSPOT.COM Onboarding Checklist After the kickoff call (continued): Do they need more leads? Create at least two pieces of high quality content to use as offers (one offer should be top of the funnel, the other, middle of the funnel) Create a landing page with a form for each offer Create a thank you page for each offer Create a CTA for each offer and link them to the appropriate landing page and thank you page Place a CTA at the bottom of every blog article Do they need more customers? Using List Manager, create targeted lists of leads and customers already in the customer’s HubSpot account Send a targeted email to each list that encourages them to click on a link that leads to a landing page on the client’s website and encourages a conversion event Create a lead nurturing campaign for all top of the funnel offer landing pages to move leads further down the funnel before sending them to a Sales team member Use data from Leads and Sources, to identify what pages and out which material leads to favorable results and replicate it. Do A/B testing with CTA and Landing Pages to raise conversion rates Present your client with a monthly report Use Sources Use HubSpot’s monthly report builder - It will be emailed to you each month. Contact Technical Support if you do not receive it. A Lead Becamea Customer
  • 29. HUBSPOT’S PARTNER AGENCY GUIDE29 WWW.HUBSPOT.COM SECTION 5 ONGOING SUPPORT FOR PARTNER AGENCIES
  • 30. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM HubSpot has created a variety of tools, webinars and outreach to help you achieve your sales and business goals. We’ve broken down the agency process into three high-level areas and have created resources for each. We welcome your participation in the areas you feel are most pertinent to achieving your agency goals! I need help generating more leads I need help closing more leads into customers I need help keeping my customers happy Your CAM is available for: Funnel review sessions Sales support to help you close deals Assistance with account upgrades Role play practice Your CAM is available for: Funnel review sessions Sales support to help you close deals Assistance with account upgrades Role play practice Thursdays at 11am EST Thursdays at 11am EST HubSpot Partner LinkedIn Group HubSpot Partner LinkedIn Group HubSpot Partner LinkedIn Group Ongoing Learning Center Ongoing Learning Center Ongoing Learning Center HubSpot Forums HubSpot Forums Service Marketplace Service Marketplace Advanced Sales Training Webinars Advanced Sales Training Webinars Ongoing Support for Partner Agencies
  • 31. HUBSPOT’S PARTNER AGENCY GUIDE31 WWW.HUBSPOT.COM Additional Partner Agency Resources Weekly Partner Agency Newsletter automatically delivered on Mondays White-labeled lead generation eBooks and papers New eBooks and papers will be delivered via the weekly Partner Agency Newsletter Local HUGS: Local HubSpot user groups that typically meet once a quarter Consider starting one if not in your area Inbound Conference: A 3-day marketing conference run by HubSpot Special Rates for HubSpot partners Breakout sessions for Partner Agencies Deeper dive on HubSpot’s Service Marketplace Advanced product training on HubSpot to/for Agencies Ongoing Support for Partner Agencies
  • 32. HUBSPOT’S PARTNER AGENCY GUIDE32 WWW.HUBSPOT.COM SECTION 6 HUBSPOT SOFTWARE TOOLS
  • 33. HUBSPOT’S PARTNER AGENCY GUIDE33 WWW.HUBSPOT.COM HubSpot Software Tools This section contains a full list of the HubSpot software tools. Each application includes a listing of what the tool does, the value of the tool, competitors that focus on that vertical and sales tie downs. Links to additional information are included. HubSpot Software Tools LEAD GENERATION U q EMAIL & AUTOMATION M SEARCH OPTIMIZATION s MARKETING ANALYTICS YLEAD MANAGEMENT g BLOGGING & SOCIAL MEDIA
  • 34. HUBSPOT’S PARTNER AGENCY GUIDE34 WWW.HUBSPOT.COM Dashboard What the Product Does A dashboard to monitor your vital marketing statistics The Value of the Product Easily identify marketing wins and areas for improvement with HubSpot’s personalized marketing tactic recommendations Competitors Google Analytics WordPress Sales Tie Downs How would customized marketing recommendations streamline your marketing efforts? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 35. HUBSPOT’S PARTNER AGENCY GUIDE35 WWW.HUBSPOT.COM Blogging http://www.hubspot.com/products/business-blog/ What the Product Does World-class blogging software makes it easy to create content that will help your business get found in search engines, engage prospects, and generate leads. Content creation is the foundation of any successful inbound marketing strategy. (Advanced): Set blog user roles and integrate with other systems via the HubSpot Blog API The Value of the Product Create professional, SEO optimized blog posts quickly and easily Integrate with HubSpot’s SEO tools to help you get found in search engines Automatically publish your posts through Social Media Create Calls to Action and analyze the ROI of your blogging efforts Competitors WordPress Blogger Compendium TypePad Sales Tie Downs How would the blogging tool streamline your own content creation efforts? HubSpot Software Tools qBLOGGING & SOCIAL MEDIA
  • 36. HUBSPOT’S PARTNER AGENCY GUIDE36 WWW.HUBSPOT.COM Content Management System (CMS) http://www.hubspot.com/products/content-management/ What the Product Does HubSpot’s easy-to-use website content management system gives you control over your website so you can change and add pages within seconds. Updating your site is as easy as creating a Microsoft Word document. The Value of the Product Quickly and easily edit your website, landing pages and forms - no code required Integrate your website with Social Media Capture leads with landing pages and forms Competitors Joomla Drupal WordPress Intuit Sales Tie Downs What advantages would the CMS give you in your business day to day? HubSpot Software ToolsSEARCH OPTIMIZATION s
  • 37. HUBSPOT’S PARTNER AGENCY GUIDE37 WWW.HUBSPOT.COM Keywords http://www.hubspot.com/products/keyword-grader What the Product Does Find out what keywords you’re ranking for and track your progress over time Group your keywords by campaign, and track metrics for each group Analyzes your keywords and recommends keywords you should target, create The Value of the Product The best keywords are relevant to your business, searched often, and non- competitive. Keywords helps you develop a list of hundreds of potential keywords With Keywords, you can track your progress on search terms over time so you Keywords helps you to determine what content is most important to your website visitors so you can develop content that responds to what they are searching for Competitors SEOmoz Google Analytics/Google Adwords tool Raven Tools Sales Tie Downs How would having access to keywords change the way you think about the words HubSpot Software ToolsSEARCH OPTIMIZATION s
  • 38. HUBSPOT’S PARTNER AGENCY GUIDE38 WWW.HUBSPOT.COM Page Grader http://www.hubspot.com/products/page-grader/ What the Product Does See how well your page is optimized for search. Understand what keywords your page currently ranks for Get an analysis of your inbound and internal links The Value of the Product Search engine optimization relies on a number of factors, so Page Grader assesses how well each page of your site is optimized, making it easy for you to HubSpot’s Page Grader gives you both the raw data and information about your pages Verify that your content is driving the right visitors to your site by seeing which Competitors Sales Tie Downs With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients? HubSpot Software ToolsSEARCH OPTIMIZATION s
  • 39. HUBSPOT’S PARTNER AGENCY GUIDE39 WWW.HUBSPOT.COM Link Grader http://www.hubspot.com/products/link-grader-link-analysis/ What the Product Does Track how your links are doing over time See the inbound links of your competitors The Value of the Product Understand the value of your inbound links so you know whether you could work with linking websites to improve your link even more Identify new opportunities to attract inbound links The Link Grader competitors tool gives you access to data about other sites you might partner with or provide content in order to generate additional inbound links Competitors Google Webmaster Tools SEOmoz Sales Tie Downs How does having insight into which blogs and directories link to your competitors alter your current link building strategy? HubSpot Software ToolsSEARCH OPTIMIZATION s
  • 40. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Social Media http://www.hubspot.com/products/social-media/ What the Product Does Automatically publish content from your HubSpot blog to your social media accounts Monitor social media for your brand and key industry terms Analyze the effect that social media is having on your business and calculate ROI Schedule tweets, Facebook messages and LinkedIn posts with the free Social Media App: https://app.hubspot.com/market/front/socialmedia The Value of the Product Monitor social media for your brand and industry terms - easily engage with Generate leads directly from your Facebook Business Page with HubSpot’s free Facebook Welcome App HubSpot makes it easy to calculate and report on the ROI of your Social Media efforts that let you know if your moving in the right direction Competitors Hootsuite or Tweetdeck Omniture Radian6 Sales Tie Downs How would monitoring key social media environments help you manage the way in which you present your business online? HubSpot Software Tools qBLOGGING & SOCIAL MEDIA
  • 41. HUBSPOT’S PARTNER AGENCY GUIDE41 WWW.HUBSPOT.COM Email Manager http://www.hubspot.com/products/email-marketing/ What the Product Does Allows you to send a single email to a few leads, or a personalized offer to a large segment Sends CAN-SPAM compliant emails The Value of the Product Automatically integrate with your marketing database, website and landing pages so your email tools and your marketing database are in one system Use your leads’ web sessions and form submissions to segment and target the right prospect with the right offer at the right time Create customizable HTML Email Templates or use professionally designed stock templates that are already optimized for mobile and proven to convert Competitors Aweber Constant Contact iContact MailChimp Vertical Response Sales Tie Downs How would the HubSpot ESP streamline your current email marketing efforts? HubSpot Software ToolsEMAIL & AUTOMATION M
  • 42. HUBSPOT’S PARTNER AGENCY GUIDE42 WWW.HUBSPOT.COM Prospects http://www.hubspot.com/products/prospect-tracking/ What the Product Does with your sales team The Value of the Product With HubSpot’s Prospect Tracking tool, you can identify the companies that are Sort prospects by geography and understand how far awareness has spread about your company data from Prospects is attached to their Lead Record so you can sell to them with a full understanding of their needs and interests Competitors LeadLander LoopFuse Sales Tie Downs How would having detailed intelligence on your website leads change your sales process? HubSpot Software ToolsLEAD GENERATION U
  • 43. HUBSPOT’S PARTNER AGENCY GUIDE43 WWW.HUBSPOT.COM Landing Pages http://www.hubspot.com/products/landing-pages/ What the Product Does HubSpot software provides tools to let non-technical marketers create targeted landing pages and lead-capture forms to convert more visitors into sales leads The Value of the Product Quickly and easily create landing pages and capture leads from your website with having to wait for IT Landing pages are set up on a custom sub-domain so that your visitors will never have to leave your website offers are doing best and easy report on your success HubSpot’s landing pages automatically integrate with our email and lead nurturing tools, allowing you to trigger tailored communications based on activity on your landing pages. Our landing pages can also be synced with any API enabled CRM system Competitors Marketo Omniture Eloqua WordPress Sales Tie Downs HubSpot Software ToolsLEAD GENERATION U
  • 44. HUBSPOT’S PARTNER AGENCY GUIDE44 WWW.HUBSPOT.COM Advanced Landing Pages (HubSpot Enterprise) http://www.hubspot.com/products/advanced-landing-pages What the Product Does Advanced landing pages enable you to import and clone pages with the click of a button and A/B test as many variations as you want The Value of the Product Create pages that match your web site’s messaging to individual advertisements, customer segments, and acquisition channels. Easily A/B test single page elements, multiple page elements, or entire pages lead data straight into your choice of CRM and/or email marketing system Competitors Marketo Omniture Eloqua Sales Tie Downs How would you use A/B testing to get more insight in to how potential clients engage with you and your offerings? HubSpot Software ToolsLEAD GENERATION U
  • 45. HUBSPOT’S PARTNER AGENCY GUIDE45 WWW.HUBSPOT.COM Lead Intelligence (Leads) http://www.hubspot.com/products/lead-tracking/ What the Product Does See what your leads are doing on your website Get a customer lead grade in HubSpot Professional or Enterprise with the free Lead Grader app: https://app.hubspot.com/market/front/leadgrader The Value of the Product Understand what content led your leads to convert, so you can tailor your Leverage data at the individual level to send more personalized communications and offers so that sales people can build more personalized relationships Get lead intelligence into your CRM system through a .CSV import, or by connecting your CRM through the HubSpot API Competitors Marketo Omniture Eloqua Sales Tie Downs How would having detailed intelligence on your website leads change your sales process? HubSpot Software ToolsLEAD MANAGEMENT g
  • 46. HUBSPOT’S PARTNER AGENCY GUIDE46 WWW.HUBSPOT.COM List Manager List Manager Frequently Askes Questions What the Product Does List Manager allows you to create targeted lists of leads and customers based on the information you have about them The Value of the Product Easily create lists of prospects, leads and customers for high conversion targeted outreach Competitors CRM systems Silverpop Eloqua Marketo MailChimp iContact Sales Tie Downs How would having a dynamic lead segmentation tool change the way you organize and market to your database? HubSpot Software ToolsLEAD MANAGEMENT g
  • 47. HUBSPOT’S PARTNER AGENCY GUIDE47 WWW.HUBSPOT.COM Lead Nurturing http://www.hubspot.com/products/lead-nurturing/ What the Product Does customized emails The Value of the Product HubSpot’s lead nurturing tool enables you to send a cadence of customized emails to new online leads easing them through the decision process and improving your lead-to-customer conversions If leads convert on a given email, the lead nurturing tool can automatically remove them from that campaign and add them to a new, more relevant campaign Set email timing based on your company’s sales cycles (up to a year in advance) and create up to ten templates for on-brand communications Competitors Silverpop Eloqua Marketo Sales Tie Downs How would automating your marketing funnel make it easier for you to identify your best prospects? Would that change your current business development efforts? HubSpot Software ToolsEMAIL & AUTOMATION M
  • 48. HUBSPOT’S PARTNER AGENCY GUIDE48 WWW.HUBSPOT.COM Advanced Marketing Automation (HubSpot Enterprise) http://www.hubspot.com/products/marketing-automation What the Product Does Trigger cross-channel communications via email, mobile, and even social channels based on user behavior The Value of the Product Nurture leads and send them information only when it is most relevant to their buying cycle Tailor communications based on their interactions with your company on social media, in help desks and through their billing history and get a more comprehensive understanding of your leads and customers After a lead becomes a customer, continue to use the tool to keep customers engaged and address problems or issues quickly, ultimately reducing churn and Competitors Silverpop Eloqua Marketo Sales Tie Downs What would you be able to accomplish if you could trigger targeted messages HubSpot Software ToolsEMAIL & AUTOMATION M
  • 49. HUBSPOT’S PARTNER AGENCY GUIDE49 WWW.HUBSPOT.COM Blog Analytics http://www.hubspot.com/products/business-blog-analytics/ What the Product Does Helps you assess the impact of your blog Blog analytics can be used for blogs that use the HubSpot content management system and for blogs published on many other major blog publishing platforms The Value of the Product Helps you understand what posts actually draw in website visitors and inbound links so you can make smart decisions about ongoing content creation Competitors WordPress Google Analytics Sales Tie Downs What decisions would you make having deeper insights into which authors and content drive the most visits, links and social media visibility? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 50. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Reach http://www.hubspot.com/products/marketing-analytics/ What the Product Does Tracks the size of your company’s community over time The Value of the Product Easily identify audience growth without any number crunching Competitors Manually adding up various community counts Sales Tie Downs What decisions would you make having deeper insights into which social media channels drive the most visits to your website? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 51. HUBSPOT’S PARTNER AGENCY GUIDE51 WWW.HUBSPOT.COM Competitors http://www.hubspot.com/products/competitor-tracking/ What the Product Does Compare and track important site performance metrics to key competitors The Value of the Product HubSpot Competitors makes it easy to see how your efforts are paying off over time in comparison to up to ten competitors Measure your web performance against competing sites over time so that you can learn from them and adjust your strategy to eat their lunch Competitors Google Trends Compete Google Insights for Search Sales Tie Downs How would having access to deep competitive intelligence alter the way you think about marketing your company? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 52. HUBSPOT’S PARTNER AGENCY GUIDE52 WWW.HUBSPOT.COM Sources http://www.hubspot.com/products/marketing-analytics/ What the Product Does See how different sources have driven visits, leads, and customers to your site Gain insight into what is driving your leads decisions and what you can do to improve your marketing and increase conversions The Value of the Product Sources bridges the gap between your contacts and your online tracking, allowing you associate an individual lead with an otherwise anonymous “visitor,” giving you powerful marketing and sales reports See your entire funnel from visit, to lead, to customer and calculate ROI (Closed Loop Reporting) Competitors Google Analytics Sales Tie Downs How would you use closed loop marketing analytics to make key decisions about HubSpot Software ToolsMARKETING ANALYTICS Y
  • 53. HUBSPOT’S PARTNER AGENCY GUIDE53 WWW.HUBSPOT.COM Visits by Page http://www.hubspot.com/products/marketing-analytics/ What the Product Does Shows you what pages website visitors are looking at The Value of the Product Understand which pages get the most visibility to prioritize your website efforts Competitors Google Analytics Sales Tie Downs With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 54. HUBSPOT’S PARTNER AGENCY GUIDE54 WWW.HUBSPOT.COM Advanced Marketing Reports (HubSpot Enterprise) http://www.hubspot.com/products/advanced-analytics/ What the Product Does You can see all of your channels and platforms in one report and compare the effectiveness across common key performance indicators Finds out who your best customers are The Value of the Product The value of the product See how your customers are navigating social media, email, mobile and third-party apps to understand which channels are most effective at driving conversions See what marketing efforts, channels and content are driving your revenue so Understand how customers are upgrading and renewing their subscriptions or making purchases over time to increase revenue per customer Competitors Marketo Eloqua Silverpop Sales Tie Downs How would being able to tie revenue back to a single customers online activities change the way you market today? process? HubSpot Software ToolsMARKETING ANALYTICS Y
  • 55. HUBSPOT’S PARTNER AGENCY GUIDE55 WWW.HUBSPOT.COM App Marketplace http://app.hubspot.com/market/front/list What is the App Marketplace? today, with more than a dozen approved applications being used by more than The Value of the Marketplace Just like adding a new app to your Android device or iPhone or iPad, marketing professionals can install and start using a new application from a third-party developer in just one click The HubSpot App Marketplace is a showcase of third-party applications that provide marketers with valuable insight and tools across the spectrum of their day-to-day marketing activities Competitors None Sales Tie Downs How would having the ability to customize your marketing needs help you close business? HubSpot Software Tools
  • 56. HUBSPOT’S PARTNER AGENCY GUIDE56 WWW.HUBSPOT.COM SECTION 7 PARTNER AGENCY TOOLS AND RESOURCES
  • 57. HUBSPOT’S PARTNER AGENCY GUIDE57 WWW.HUBSPOT.COM Partner Tools & Resources HubSpot Partners LinkedIn Group Partner section of the HubSpot website Local HUGS Inbound Conference Service Marketplace Partner Portal Sales Process Tools & Resources HubSpot Pricing Page Register a Lead Marketing Grader Create a Free Trial & Trial Checklist Prospect Assessment Tool & Inbound Marketing Calculator Inbound Marketing Workbook Retainer Quoting Tool Advanced product training on HubSpot to/for Agencies Software Support Tools & Resources Ongoing Learning Center Technical Support HubSpot Forums App Marketplace Partner Agency Tools & Resources
  • 58. HUBSPOT’S PARTNER AGENCY GUIDE58 WWW.HUBSPOT.COM SECTION 8 REGISTERING LEADS
  • 59. HUBSPOT’S PARTNER AGENCY GUIDE59 WWW.HUBSPOT.COM How to Register your Leads Register your leads via the following link: http://var.hubspot.com/var_add_lead You must enter your prospect/client’s ACTUAL email address, name and website address For each contact you want to register, you must enter a unique email address You also must enter the company name and contact info as we have it in our records, which is most likely the company name you shared with us Why Should I Register my Leads? It allows you to use your CAM in the sales process if you need help Helps ensure your commission if the client become a HubSpot customer through you If your prospect converts into a lead on the HubSpot site, our system will detect that it is your lead and it will NOT be assigned to one of our direct sales reps Registering Leads
  • 60. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM SECTION 9 PARTNER AGENCY TIERS
  • 61. HUBSPOT’S PARTNER AGENCY GUIDE61 WWW.HUBSPOT.COM How to Register your Leads HubSpot’s Partner Agency Tier Program is designed to reward agencies who sign up new, long-term customers to use HubSpot’s software. Partners will be measured on how many active HubSpot subscriptions are associated with their agency, and the average age and product usage of those customers. Partners will be rewarded with service and co-marketing packages that get increasingly Have an active URL & pass our Rewards Sales support for registered opportunities Co-branded and white label lead generation materials Passing score on Partner portal subscription Rewards Partner-created case study (1/yr) Authoring rights to 1 HubSpot blog/year HubSpot quote in Partner-lead press release 6 month strategy session for active accounts Partner Agency Tiers
  • 62. HUBSPOT’S PARTNER AGENCY GUIDE62 WWW.HUBSPOT.COM Passing score on Partner portal subscription Rewards All of the items for HubSpot Silver PLUS Authoring rights to 2 HubSpot blogs/year HubSpot speaker on 1 Partner lead webinar/year Partner showcase Quarterly strategy session for active accounts Dedicated IMC Passing score on Partner portal subscription Rewards All of the items for HubSpot Gold PLUS Partner-created case study (2/yr) Authoring rights to 3 HubSpot blog posts/yr Day at HubSpot Monthly strategy session Partner Agency Tiers
  • 63. HUBSPOT’S PARTNER AGENCY GUIDE63 WWW.HUBSPOT.COM SECTION 10 PARTNER PORTAL
  • 64. HUBSPOT’S PARTNER AGENCY GUIDE64 WWW.HUBSPOT.COM What is the Partner Portal? The partner portal is where you can manage all of your HubSpot leads and customers, as well as see all of the services you are providing for Service Marketplace buyers It is a pre-requisite for being a listed Service Marketplace provider. Value of the Partner Portal Easily track all of your leads and record your sales efforts in one place Easily track all marketplace transactions See valuable data HubSpot tracks on HubSpot customers, like logins, usage, Get access to a variety of customer email templates For More Information Visit: http://services.hubspot.com/reporting-transactions Partner Portal
  • 65. HUBSPOT’S PARTNER AGENCY GUIDE65 WWW.HUBSPOT.COM SECTION 11 CUSTOMER HAPPINESS INDEX (CHI)
  • 66. HUBSPOT’S PARTNER AGENCY GUIDE66 WWW.HUBSPOT.COM What is CHI? HubSpot measures the success of each customer using a How is CHI Calculated? CHI/ HubSpot takes the number of “customers” you are working with. This includes any customers you’ve completed work for, or are actively engaged in only requested your services, put your service on hold, or cancelled your service. Our algorithm considers HubSpot software setup, usage, volume and quality keyword rankings, subscribers, followers, etc.) We take a CHI score snapshot every Thursday night and update the scores on Friday Contact your CAM Customer Happiness Index (CHI)
  • 67. HUBSPOT’S PARTNER AGENCY GUIDE67 WWW.HUBSPOT.COM SECTION 12 PARTNER AGENCY COMMISSIONS
  • 68. HUBSPOT’S PARTNER AGENCY GUIDE68 WWW.HUBSPOT.COM What are Partner Agency Commissions? If a HubSpot Partner Agency sells the HubSpot software as a part commission from the sale of the software for the life of the customer’s contract with HubSpot. How is the commission paid? We pay commission quarterly Checks are mailed two months after each quarter’s end All commission payments are in USD What do I need in order to receive Partner Agency commissions? HubSpot Partner Contract W9 or W8BEN Sell a HubSpot software subscription and submit a copy of the contract to your CAM Questions? Billing@HubSpot.com Partner AgencyCommissions
  • 69. HUBSPOT’S PARTNER AGENCY GUIDE69 WWW.HUBSPOT.COM SECTION 13 HUBSPOT GLOSSARY
  • 70. HUBSPOT’S PARTNER AGENCY GUIDE WWW.HUBSPOT.COM A AM: Account Manager API: Application Programming Interface B B2B: Business to Business B2C: Business to Consumer C CAC: Channel Account Coordinator CAM: Channel Account Manager CDR: Channel Development Representative CHI CMS: Content Management System CRM: Customer Relationship Management E EM: Email Marketing G GA: Google Analytics H HUG: HubSpot User Group I IMA: Inbound Marketing Assessment IMC: Inbound Marketing Consultant IMU: Inbound Marketing University Inbound Conference: Formerly known as HUGS, the HubSpot User Group Summit HubSpot Glossary
  • 71. HUBSPOT’S PARTNER AGENCY GUIDE71 WWW.HUBSPOT.COM L LG: Link Grader LN: Lead Nurturing LP: Landing Page M MGR: Marketing Grader MOFU: Middle of the Funnel MRR: Monthly Recurring Revenue P PG: Page Grader PM: Product Manager S SFDC: Salesforce.com SMB: Small or Medium Sized Business T TOFU: Top of the Funnel V VAR: Value Added Reseller VSB: Very Small Business HubSpot Glossary
  • 72. HUBSPOT’S PARTNER AGENCY GUIDE72 WWW.HUBSPOT.COM Notes
  • 73. HUBSPOT’S PARTNER AGENCY GUIDE73 WWW.HUBSPOT.COM Notes
  • 74. HUBSPOT’S PARTNER AGENCY GUIDE74 WWW.HUBSPOT.COM Notes
  • 75. HUBSPOT’S PARTNER AGENCY GUIDE75 WWW.HUBSPOT.COM Notes

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