1                HUBSPOT’S PARTNER AGENCY GUIDE          HubSpot’s Guide to          BEING A          PARTNER          AGE...
2                               HUBSPOT’S PARTNER AGENCY GUIDEHUBSPOT’S ALL-IN-ONEMARKETING SOFTWARE                      ...
3                     HUBSPOT’S PARTNER AGENCY GUIDE  CONTENTSYOU’RE A HUBSPOT PARTNER AGENCY        /6LEARN HOW THE HUBSP...
4                              HUBSPOT’S PARTNER AGENCY GUIDE “            Congratulations on becoming                    ...
5                              HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
6           HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 1    YOU’RE A    HUBSPOT    PARTNER    AGENCYWWW.HUBSPOT.COM
7                                  HUBSPOT’S PARTNER AGENCY GUIDE                                                         ...
8                              HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
9           HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 2    LEARN HOW    THE HUBSPOT    SOFTWARE    WORKSWWW.HUBSPOT.COM
HUBSPOT’S PARTNER AGENCY GUIDE                                                                  Lear                      ...
11                                HUBSPOT’S PARTNER AGENCY GUIDE                                                          ...
12                               HUBSPOT’S PARTNER AGENCY GUIDE                                                           ...
13          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 3    I HAVE AN    INBOUND LEADWWW.HUBSPOT.COM
14                               HUBSPOT’S PARTNER AGENCY GUIDE                                                           ...
15                               HUBSPOT’S PARTNER AGENCY GUIDE                                                           ...
16                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
17                                 HUBSPOT’S PARTNER AGENCY GUIDE                                                         ...
18                                HUBSPOT’S PARTNER AGENCY GUIDE                                                          ...
19                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
HUBSPOT’S PARTNER AGENCY GUIDE                                                                     I hav                  ...
21                               HUBSPOT’S PARTNER AGENCY GUIDE                                                           ...
22                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
23          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 4    A LEAD BECAME    A CUSTOMERWWW.HUBSPOT.COM
24                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
25                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
26                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
27                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
28                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
29          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 5    ONGOING    SUPPORT    FOR PARTNER    AGENCIESWWW.HUBSPOT.COM
HUBSPOT’S PARTNER AGENCY GUIDE                                                                    Ongo                    ...
31                           HUBSPOT’S PARTNER AGENCY GUIDE                                                               ...
32          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 6    HUBSPOT    SOFTWARE    TOOLSWWW.HUBSPOT.COM
33                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
34                            HUBSPOT’S PARTNER AGENCY GUIDE    Dashboard                                                 ...
35                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
36                            HUBSPOT’S PARTNER AGENCY GUIDE    Content Management System (CMS)                           ...
37                            HUBSPOT’S PARTNER AGENCY GUIDE    Keywords                                                  ...
38                              HUBSPOT’S PARTNER AGENCY GUIDE    Page Grader                                             ...
39                             HUBSPOT’S PARTNER AGENCY GUIDE    Link Grader                                              ...
HUBSPOT’S PARTNER AGENCY GUIDE                                                                         q                  ...
41                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
42                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
43                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
44                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
45                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
46                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
47                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
48                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
49                            HUBSPOT’S PARTNER AGENCY GUIDE    Blog Analytics                                            ...
HUBSPOT’S PARTNER AGENCY GUIDE    Reach                                                                HubS               ...
51                            HUBSPOT’S PARTNER AGENCY GUIDE    Competitors                                               ...
52                             HUBSPOT’S PARTNER AGENCY GUIDE    Sources                                                  ...
53                             HUBSPOT’S PARTNER AGENCY GUIDE    Visits by Page                                           ...
54                            HUBSPOT’S PARTNER AGENCY GUIDE    Advanced Marketing Reports (HubSpot Enterprise)           ...
55                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
56          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 7    PARTNER    AGENCY    TOOLS AND    RESOURCESWWW.HUBSPOT.COM
57                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
58          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 8    REGISTERING    LEADSWWW.HUBSPOT.COM
59                             HUBSPOT’S PARTNER AGENCY GUIDE                                                             ...
HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 9    PARTNER    AGENCY TIERSWWW.HUBSPOT.COM
61                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
62                           HUBSPOT’S PARTNER AGENCY GUIDE                                                               ...
63          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 10    PARTNER    PORTALWWW.HUBSPOT.COM
64                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
65          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 11    CUSTOMER    HAPPINESS    INDEX (CHI)WWW.HUBSPOT.COM
66                           HUBSPOT’S PARTNER AGENCY GUIDE                                                               ...
67          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 12    PARTNER    AGENCY    COMMISSIONSWWW.HUBSPOT.COM
68                            HUBSPOT’S PARTNER AGENCY GUIDE                                                              ...
69          HUBSPOT’S PARTNER AGENCY GUIDE    SECTION 13    HUBSPOT    GLOSSARYWWW.HUBSPOT.COM
HUBSPOT’S PARTNER AGENCY GUIDE                                                                   HubS                     ...
71                              HUBSPOT’S PARTNER AGENCY GUIDE                                                            ...
72          HUBSPOT’S PARTNER AGENCY GUIDE                                                   Note                         ...
73          HUBSPOT’S PARTNER AGENCY GUIDE                                                   Note                         ...
74          HUBSPOT’S PARTNER AGENCY GUIDE                                                   Note                         ...
75          HUBSPOT’S PARTNER AGENCY GUIDE                                                   Note                         ...
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Hub spot partner agency guide 2012

  1. 1. 1 HUBSPOT’S PARTNER AGENCY GUIDE HubSpot’s Guide to BEING A PARTNER AGENCY Access to all Partner Agency resources in one easy to reference eBook A publication ofWWW.HUBSPOT.COM
  2. 2. 2 HUBSPOT’S PARTNER AGENCY GUIDEHUBSPOT’S ALL-IN-ONEMARKETING SOFTWARE U q LEAD GENERATION BLOGGING & SOCIAL MEDIA... brings your whole marketing world to- M sgether in one, powerful, integrated system. Get Found: EMAIL & SEARCH Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing AUTOMATION OPTIMIZATION Plus more apps and integrations g Y LEAD MANAGEMENT MARKETING ANALYTICS WWW.HUBSPOT.COM
  3. 3. 3 HUBSPOT’S PARTNER AGENCY GUIDE CONTENTSYOU’RE A HUBSPOT PARTNER AGENCY /6LEARN HOW THE HUBSPOT SOFTWARE WORKS /9I HAVE AN INBOUND LEAD /13A LEAD BECAME A CUSTOMER /23ONGOING SUPPORT FOR PARTNER AGENCIES /29HUBSPOT SOFTWARE TOOLS /32PARTNER AGENCY TOOLS AND RESOURCES /56REGISTERING LEADS /58PARTNER AGENCY TIERS /60PARTNER PORTAL /63CUSTOMER HAPPINESS INDEX (CHI) /65PARTNER AGENCY COMMISSIONS /67HUBSPOT GLOSSARY /69WWW.HUBSPOT.COM
  4. 4. 4 HUBSPOT’S PARTNER AGENCY GUIDE “ 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!WWW.HUBSPOT.COM
  5. 5. 5 HUBSPOT’S PARTNER AGENCY GUIDE My H ubSp ot Co My Channel Account Manager ntact List 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 SupportWWW.HUBSPOT.COM
  6. 6. 6 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 1 YOU’RE A HUBSPOT PARTNER AGENCYWWW.HUBSPOT.COM
  7. 7. 7 HUBSPOT’S PARTNER AGENCY GUIDE You’ re no waH Part Step 1 ner A ubSpot genc y! 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_leadWWW.HUBSPOT.COM
  8. 8. 8 HUBSPOT’S PARTNER AGENCY GUIDE You’ re no waH Part ner A ubSpot Step 4 genc y! 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 membersWWW.HUBSPOT.COM
  9. 9. 9 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 2 LEARN HOW THE HUBSPOT SOFTWARE WORKSWWW.HUBSPOT.COM
  10. 10. HUBSPOT’S PARTNER AGENCY GUIDE Lear n how Step 1 Softw the Hub are W Spot orks 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!”WWW.HUBSPOT.COM
  11. 11. 11 HUBSPOT’S PARTNER AGENCY GUIDE Lear n how Step 3 Softw the Hub are W Spot orks 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 websiteWWW.HUBSPOT.COM
  12. 12. 12 HUBSPOT’S PARTNER AGENCY GUIDE Lear n how Step 3 Softw the Hub are W Spot orks 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 ExamWWW.HUBSPOT.COM
  13. 13. 13 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 3 I HAVE AN INBOUND LEADWWW.HUBSPOT.COM
  14. 14. 14 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und The HubSpot Sales Process is composed of the following steps: Lead 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 / feeWWW.HUBSPOT.COM
  15. 15. 15 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 1 Lead 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 GraderWWW.HUBSPOT.COM
  16. 16. 16 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 2 Lead 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 webinarWWW.HUBSPOT.COM
  17. 17. 17 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 3 Lead 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 GraderWWW.HUBSPOT.COM
  18. 18. 18 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 4 Lead 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 callWWW.HUBSPOT.COM
  19. 19. 19 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 5 Lead 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)WWW.HUBSPOT.COM
  20. 20. HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Optional Lead 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 callWWW.HUBSPOT.COM
  21. 21. 21 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Optional Lead 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 webinarWWW.HUBSPOT.COM
  22. 22. 22 HUBSPOT’S PARTNER AGENCY GUIDE I hav e an Inbo und Step 6 Lead 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 applicableWWW.HUBSPOT.COM
  23. 23. 23 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 4 A LEAD BECAME A CUSTOMERWWW.HUBSPOT.COM
  24. 24. 24 HUBSPOT’S PARTNER AGENCY GUIDE The se p and age use s ca d wi nb th y e print our e You will receive an email with a login to your new client’s clien d HubSpot portal. Use the client onboarding checklist to begin setting up ts! 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 IPsWWW.HUBSPOT.COM
  25. 25. 25 HUBSPOT’S PARTNER AGENCY GUIDE A Le ad B Onboarding Checklist a Cu ecame stom er 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 portalWWW.HUBSPOT.COM
  26. 26. 26 HUBSPOT’S PARTNER AGENCY GUIDE A Le ad B Onboarding Checklist a Cu ecame stom er 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 portalWWW.HUBSPOT.COM
  27. 27. 27 HUBSPOT’S PARTNER AGENCY GUIDE A Le ad B Onboarding Checklist a Cu ecame stom er 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 linksWWW.HUBSPOT.COM
  28. 28. 28 HUBSPOT’S PARTNER AGENCY GUIDE A Le ad B Onboarding Checklist a Cu ecame stom er 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.WWW.HUBSPOT.COM
  29. 29. 29 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 5 ONGOING SUPPORT FOR PARTNER AGENCIESWWW.HUBSPOT.COM
  30. 30. HUBSPOT’S PARTNER AGENCY GUIDE Ongo for P ing Supp artne o r Age rt ncie HubSpot has created a variety of tools, webinars and outreach to help s 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 I need help closing more I need help keeping my more leads leads into customers customers happy Your CAM is available for: Your CAM is available for: Funnel review sessions Funnel review sessions Sales support to help Sales support to help you close deals you close deals Assistance with account Assistance with account upgrades upgrades Role play practice Role play practice Thursdays at 11am EST Thursdays at 11am EST HubSpot Partner LinkedIn HubSpot Partner LinkedIn HubSpot Partner LinkedIn Group Group Group Ongoing Learning Center Ongoing Learning Center Ongoing Learning Center HubSpot Forums HubSpot Forums Service Marketplace Service Marketplace Advanced Sales Training Advanced Sales Training Webinars WebinarsWWW.HUBSPOT.COM
  31. 31. 31 HUBSPOT’S PARTNER AGENCY GUIDE Ongo for P ing Supp artne o r Age rt Additional Partner Agency Resources ncie s 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 AgenciesWWW.HUBSPOT.COM
  32. 32. 32 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 6 HUBSPOT SOFTWARE TOOLSWWW.HUBSPOT.COM
  33. 33. 33 HUBSPOT’S PARTNER AGENCY GUIDE HubS pot S oftw HubSpot Software Tools are T ools 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. U q LEAD GENERATION BLOGGING & SOCIAL MEDIA M s EMAIL & AUTOMATION SEARCH OPTIMIZATION g Y LEAD MANAGEMENT MARKETING ANALYTICSWWW.HUBSPOT.COM
  34. 34. 34 HUBSPOT’S PARTNER AGENCY GUIDE Dashboard HubS Y pot S oftw MARKETING are T ools ANALYTICS 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?WWW.HUBSPOT.COM
  35. 35. 35 HUBSPOT’S PARTNER AGENCY GUIDE q HubS pot S oftw Blogging are T ools BLOGGING & http://www.hubspot.com/products/business-blog/ SOCIAL MEDIA 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?WWW.HUBSPOT.COM
  36. 36. 36 HUBSPOT’S PARTNER AGENCY GUIDE Content Management System (CMS) HubS s pot S oftw SEARCH are T ools OPTIMIZATION 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?WWW.HUBSPOT.COM
  37. 37. 37 HUBSPOT’S PARTNER AGENCY GUIDE Keywords HubS s pot S oftw SEARCH are T ools OPTIMIZATION 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 wordsWWW.HUBSPOT.COM
  38. 38. 38 HUBSPOT’S PARTNER AGENCY GUIDE Page Grader HubS s pot S oftw SEARCH are T ools OPTIMIZATION 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?WWW.HUBSPOT.COM
  39. 39. 39 HUBSPOT’S PARTNER AGENCY GUIDE Link Grader HubS s pot S SEARCH oftw are T ools OPTIMIZATION 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?WWW.HUBSPOT.COM
  40. 40. HUBSPOT’S PARTNER AGENCY GUIDE q HubS pot S oftw Social Media are T ools BLOGGING & http://www.hubspot.com/products/social-media/ 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?WWW.HUBSPOT.COM
  41. 41. 41 HUBSPOT’S PARTNER AGENCY GUIDE HubS Email Manager M pot S oftw EMAIL & AUTOMATION are T ools 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?WWW.HUBSPOT.COM
  42. 42. 42 HUBSPOT’S PARTNER AGENCY GUIDE U HubS pot S oftw Prospects are T ools LEAD GENERATION 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?WWW.HUBSPOT.COM
  43. 43. 43 HUBSPOT’S PARTNER AGENCY GUIDE U HubS pot S oftw Landing Pages are T ools LEAD GENERATION 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 DownsWWW.HUBSPOT.COM
  44. 44. 44 HUBSPOT’S PARTNER AGENCY GUIDE U HubS pot S oftw Advanced Landing Pages (HubSpot Enterprise) are T ools LEAD GENERATION 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?WWW.HUBSPOT.COM
  45. 45. 45 HUBSPOT’S PARTNER AGENCY GUIDE HubS Lead Intelligence (Leads) pot S g LEAD oftw MANAGEMENT are T ools 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?WWW.HUBSPOT.COM
  46. 46. 46 HUBSPOT’S PARTNER AGENCY GUIDE HubS List Manager g pot S LEAD oftw MANAGEMENT are T ools 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?WWW.HUBSPOT.COM
  47. 47. 47 HUBSPOT’S PARTNER AGENCY GUIDE HubS Lead Nurturing M pot S oftw EMAIL & AUTOMATION are T ools 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?WWW.HUBSPOT.COM
  48. 48. 48 HUBSPOT’S PARTNER AGENCY GUIDE HubS Advanced Marketing Automation (HubSpot Enterprise) M pot S oftw EMAIL & AUTOMATION are T ools 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 messagesWWW.HUBSPOT.COM
  49. 49. 49 HUBSPOT’S PARTNER AGENCY GUIDE Blog Analytics HubS Y pot S oftw MARKETING are T ools 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?WWW.HUBSPOT.COM
  50. 50. HUBSPOT’S PARTNER AGENCY GUIDE Reach HubS Y pot S oftw are T MARKETING ools ANALYTICS 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?WWW.HUBSPOT.COM
  51. 51. 51 HUBSPOT’S PARTNER AGENCY GUIDE Competitors HubS Y pot S oftw MARKETING are T ools ANALYTICS 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?WWW.HUBSPOT.COM
  52. 52. 52 HUBSPOT’S PARTNER AGENCY GUIDE Sources HubS Y pot S oftw MARKETING are T ools ANALYTICS 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 aboutWWW.HUBSPOT.COM
  53. 53. 53 HUBSPOT’S PARTNER AGENCY GUIDE Visits by Page HubS Y pot S oftw MARKETING are T ools ANALYTICS 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?WWW.HUBSPOT.COM
  54. 54. 54 HUBSPOT’S PARTNER AGENCY GUIDE Advanced Marketing Reports (HubSpot Enterprise) HubS Y pot S oftw MARKETING are T ools ANALYTICS 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?WWW.HUBSPOT.COM
  55. 55. 55 HUBSPOT’S PARTNER AGENCY GUIDE HubS pot S oftw App Marketplace are T ools 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?WWW.HUBSPOT.COM
  56. 56. 56 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 7 PARTNER AGENCY TOOLS AND RESOURCESWWW.HUBSPOT.COM
  57. 57. 57 HUBSPOT’S PARTNER AGENCY GUIDE Part n Tools er Agen Partner Tools & Resources & Re cy sour ces 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 MarketplaceWWW.HUBSPOT.COM
  58. 58. 58 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 8 REGISTERING LEADSWWW.HUBSPOT.COM
  59. 59. 59 HUBSPOT’S PARTNER AGENCY GUIDE Regi steri ng Lead How to Register your Leads s 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 repsWWW.HUBSPOT.COM
  60. 60. HUBSPOT’S PARTNER AGENCY GUIDE SECTION 9 PARTNER AGENCY TIERSWWW.HUBSPOT.COM
  61. 61. 61 HUBSPOT’S PARTNER AGENCY GUIDE Part ner Age ncy T How to Register your Leads iers 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 accountsWWW.HUBSPOT.COM
  62. 62. 62 HUBSPOT’S PARTNER AGENCY GUIDE Part ner Age ncy T iers 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 sessionWWW.HUBSPOT.COM
  63. 63. 63 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 10 PARTNER PORTALWWW.HUBSPOT.COM
  64. 64. 64 HUBSPOT’S PARTNER AGENCY GUIDE Part ner Por tal 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-transactionsWWW.HUBSPOT.COM
  65. 65. 65 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 11 CUSTOMER HAPPINESS INDEX (CHI)WWW.HUBSPOT.COM
  66. 66. 66 HUBSPOT’S PARTNER AGENCY GUIDE Cust ome r Ha ppin (CHI ess Inde What is CHI? ) x 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 CAMWWW.HUBSPOT.COM
  67. 67. 67 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 12 PARTNER AGENCY COMMISSIONSWWW.HUBSPOT.COM
  68. 68. 68 HUBSPOT’S PARTNER AGENCY GUIDE Part ner A Com genc miss y What are Partner Agency Commissions? ions 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.comWWW.HUBSPOT.COM
  69. 69. 69 HUBSPOT’S PARTNER AGENCY GUIDE SECTION 13 HUBSPOT GLOSSARYWWW.HUBSPOT.COM
  70. 70. HUBSPOT’S PARTNER AGENCY GUIDE HubS pot G A lossa ry 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 SummitWWW.HUBSPOT.COM
  71. 71. 71 HUBSPOT’S PARTNER AGENCY GUIDE HubS pot G L lossa ry 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 BusinessWWW.HUBSPOT.COM
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