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Welcome to the Partner Program training webinar series for marketing agencies.

My name is Pete Caputa. I am the Partner Program Manager at HubSpot.

A bunch of people have asked me about backgrounds. So, I thought I’d share a bit about
that.

I started at HubSpot back in November 2007, which is a long time ago in HubSpot land. I
worked in our direct sales organization while I moonlighted in marketing, helping with
blogging and seo. I personally brought on 200+ customers as a direct rep. Then, I was our
first sales engineer, where I helped our then 20+ person strong sales team sign up several
hundred more customers. I’ve been incubating the partner program since I joined, but in
earnest (and officially) since November 2008.

Before I joined HubSpot, I started and ran a small online, event and email marketing
services firm, serving small businesses and event producers. I did that for four years where
I learned how to sell hands-on, because I had to in order to make a living.




                                                                                               1
You are invited to participate on Twitter. Use @hubspot to address any questions for
feedback.

If you want to follow along and/or connect with other attendees, go to
http://search.twitter.com and search for “@hubspot”.

Also, we created a forum thread for anyone that wants to discuss the topic of providing
lead generation services to clients. Just go to inbound marketing dot com, click forums,
then Marketing Services. The forum topic is “Do you offer lead generation services?”




                                                                                           2
If you’re not already subscribed to the software for yourself or a client of yours, you should
be in a free trial.

We have limited bandwidth to support new partners. You most demonstrate your initiative
and your ability to use the software and our self-guided training.

We’ll be working with the potential partners that show the most initiative and demonstrate
the most ability to leverage the software and training.

If you have a specific question, please use the success.hubspot.com forums.

But, do not hesitate to reach out to me directly if you’re stuck on something. Please be
patient and persistent.




                                                                                                 3
Here’s an overview of what we’re going to talk about today.




                                                              4
HubSpot provides software + training to help businesses get found online, convert site
visitors into leads and customers. The software helps measure and analyze what’s
happening, so users can improve their lead generation and customer acquisition results
over time.

We now have over 1500 customers and are signing up about 150 new customers every
month.

We are up past 90 employees now, and we are always looking for new inside sales
professionals, and software developers. You can apply online at hubspot.com/careers.




                                                                                         5
Our customers are doing very well too. The customers who put the time into their internet
marketing, leveraging our software and training fully, see significant growth in their traffic,
leads and sales. A recent study done by MBA candidate at MIT shows that active customers
produce 6x the number of leads in < 6 months.




                                                                                                  6
As a result of ours and customer’s success, we’ve received a lot of awards…
… and have been covered by many of the largest blogs and publications covering the
marketing, new media and technology spaces.
So, what does the software do?

The HubSpot methodology, available at http://success.hubspot.com, provides a process to
follow for inbound marketing success.

The software enables the process and makes it easy to implement.

Today, we’re going to cover the “Convert” part of the process, as well as the tools. You can
see the areas we’ll cover today in red.




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10
We believe that “Inbound Marketing” is a movement that is much bigger than just one
        company.

We can’t do it alone.

We believe that our software + inbound marketing services from agencies is a killer
        combination that delivers much more value to businesses trying to figure out how
        to use the web to strategically grow their business.




                                                                                           11
If you are willing to put in the time to learn and use HubSpot on an ongoing basis, there will
be benefits.

Many of these benefits are intrinsic to our service. Like leveraging our software to serve
your clients better and more efficiently, and to generate revenue from services that
HubSpot’s software and training can enable you to deliver.

We will ALSO reward the partners who achieve the best results for our mutual customers…
with exposure to our audience, sales opportunities, and direct compensation.

That said, it’s important that our priorities are aligned. Our number 1 priority is the success
of our customers. Our success and we believe, your success, is derived from that.

If you’re signing up to be a partner because you just want a cut of our revenue or you have
your hand out for referrals or leads on day one, you shouldn’t partner with us. The partners
who get referrals and other benefits from us have earned these rewards.




                                                                                                  12
Paul Roetzer was the first company that was brave enough to partner with us when we
were just getting started.

He now works with 20+ HubSpot customers an an ongoing basis, many of which he brought
to us, and a bunch that we referred to him.

He’s an extremely intelligent guy with a dream to make the PR industry a bit more
accountable to results.

He now calls his firm an inbound marketing agency.

Watch Paul’s case study. You’ll see that he thinks there should be more people doing what
he’s doing.

As evidenced by his growth, there’s room for more.




                                                                                            13
Our plan is to open up our virtual doors and provide partners with the opportunity to learn
from us and leverage what we’ve built: our software and our training.

We’ll be providing you with the opportunity to start your own extended free trials for
yourself and your clients.

We’ll be giving you access to our customer-only training program.

This webinar is the second of a series of webinars to help partners learn about how to
price, package and deliver inbound marketing services.

------

We also need to forewarn you. The biggest reason that we haven’t created a partner
program until recently is because we do NOT have the resources to support you 1:1.

I had intended to hold these webinars directly after the partner program launch. But,
because of interest from new partners, I’ve had to delay it a bit.

Based on the rate at which we are establishing new partnerships, we’re on target to sign up
about 100 new partners in less than 100 days.

We will support you. But, you must demonstrate your ability and willingness to leverage
our online and group training resources first.




                                                                                              14
Here are the links to start a free trial for yourself or a client.

You can also go to http://www.hubspot.com/partners and complete the form to get access
to these links.

Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.




                                                                                                    15
Here are the upcoming webinars we are producing specifically for marketing agencies.
We’ll be sharing best practices for using HubSpot to deliver a robust set of inbound
marketing services to your clients.

Last month, we presented “how to design websites for lead generation on HubSpot’s
CMS”.

Feel free to tweet us which ones you’d like to see next. Use @hubspot or @pc4media.

These webinars are designed to teach you best practices on how to help your clients. We’ll
show you how to use the product effectively to deliver these services, as well as share a lot
of information that we’ve learned about selling these services in a consultative manner.




                                                                                                16
The program is expanding very rapidly. We’re up over 50 partners now who are actively
using atleast one subscription for themslves or a client.

We’re about to hire a full time marketing person for the partner program, who will help me
take the program to the next level.

We are launching the first version of the partner certification exam before the end of this
month. Probably before the end of this week.

And we’ll be launching the partner directory on inboundmarketing.com next month, which
will help us kick off a series of things we’re going to do in order to reward the partners who
are doing the best job of helping our customers. In other words, we’ll be giving visibility to
partners who help their clients achieve inbound marketing success.




                                                                                                 17
We’ve been working for several months on launching a certification exam for partners. It’ll
be an online test with more than 200 questions…




                                                                                              18
Partners who are actively managing atleast one URL will be invited to take the test for free.

In order to pass, partners will need to have knowledge of both HubSpot products, as well
as general inbound marketing knowledge. From SEO to lead generation to analytics, it’ll be
comprehensive. Partners won’t be able to fake their way through it.




                                                                                                19
Next month, we’ll be launching a directory of inbound marketing service providers on
inboundmarketing.com.

Anyone can register and create a full profile with links to your site and descriptions of your
services.

HubSpot certified partners with the most successful customers will receive the most
visibility.




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That last comment is really critical. The partner program is desinged around rewarding
partners who are the best. We measure the performance of partners by measuring the
results that their clients achieve. If a partner has 10 successful clients on the HubSpot
platform, they’ll get rewarded. Because our software can measure your client’s success,
there is no fudging the system.

So, the rest of the call today we will talk about how to make your clients successful.

There are many types of marketing agencies and professionals on this call today. Some of
you are PR pros, SEO consultants, web design firms, ad agencies. You all have different
roots.

However, assuming you don’t have your head in a hole these days, all of these disciplines
are converging. The web and internet marketing has impacted the way you do your job, the
way you deliver value.

And this shouldn’t be seen as a threat. It’s an opportunity for you and your firm. From our
vantage point, we are observing that agencies whoembrace measurable marketing
methods are adding clients at a rapid rate. They are also increasing retainers and
generating more renewals.

In order to do this, they are helping their clients predict, measure and improve their ROI
from online marketing.

They are doing this by offering lead generation services, that help their clients generate
qualifieds leads that help them close more business. Their marketing services are
generating a measurable ROI for their clients.                                                21
The hard part about making this shift is that you need to dig deeper when you’re talking to
prospects or clients.

So, even though branding, imaging, messaging, pr, search rankings are really important, it’s
more important to CEOs, VP Marketing & VP Sales types that your services generate an
ROI.

So, while design, blogging, social media, etc are the methods.

You should NOT lead with the methods during your sales process.

You should lead with “lead generation goals” which help determine customer acquistion
rates, which enable the calculation of an ROI.

So, in your marketng and sales processes, you should lead with lead generation.




                                                                                               22
In case you don’t want to just take my word for it, here’s some research from Borrell
Associates.

I’m not sure how often you run up against PPC/SEM resellers like Yodle and ReachLocal.
They are huge companies that provide ppc management and lead generation services for
small businesses.

They are either partnering with yellow page companies or building their own local sales
teams to sell online marketing to your clients.

The problem is that MOST of these companies have a ridiculously high churn rate, meaning
that more than half of their customers cancel every year.

They are giving “measurable marketing” a bad name.

But, they are growing despite this abysmal customer satisfaction rate.

It’s a 11.5B industry, while more traditional advertising is contracting significantly.

If you want to sell online lead generation services, now would be a good time to get good
at it.




                                                                                            23
Of course, you could continue to ignore the trends.




                                                      24
So, let’s start talking about how you can sell lead generation services to clients.




                                                                                      25
I’ll never be able to teach you sales in 5 minutes, nor would I consider myself qualified to
teach most of you.

But, here’s a few simple things I’ve picked up as I’ve done it over the years.

It’s really important to uncover financial goals. If you stop asking questions of your
prospects once you understand their project goals, you will most likely not be successful at
getting their business.

Ask a lot of “Why” “When” and “How” questions in order to figure out what the financial
goals for their projects are.

Are they investing more in social media and blogging in order to attract more traffic, leads
and sales? If you ask the CEO or the VP of Sales, they certainly are.

But, chances are that you’ll need to help your prospects set their financial goals. Most
likely, they’ll be stumbling into inbound marketing because they know they need to. But,
they won’t have the werewithal or knowledge to set realistic goals.

Create your own assessment process in order to help them set goals and then develop a
plan, once you know their ROI requirements and budget constraintsw.




                                                                                               26
Here’s an example of many conversations I’ve overheard. It is the wrong way to sell a
website redesign, assuming you want to have an ongoing relationship with the client by
helping them generate an ROI.




                                                                                         27
Here’s an example of how you might have the conversation if you want to develop a long
term profitable retainer relationship with your client.




                                                                                         28
Here’s how someone in PR might handle the conversation.




                                                          29
Here’s what an SEO consultant should do.




                                           30
Once you’ve established that your prospects care about lead generation and customer
acquisition from their online marketing investments, it’s time to help them set some
numerical goals.

You should start that by auditing their current situation.




                                                                                       31
There’s a free worksheet that I’ve made available on our blog which can guide you in
helping your clients predict and calculate their ROI.

Of course, most clients don’t have this data. So, leverage the free HubSpot trial.

Once you collect this data, you can start to build a formal proposal with ROI numbers.




                                                                                         32
The first step is to set up HubSpot Analytics. It’s a simple process of cutting and pasting
javascript code into the footer of your client’s site. It should take a technical webmaster
only about 5 minutes, assuming their site is designed correctly.




                                                                                              33
Once you’ve set up HubSpot Analytics, it become easy to identify the volume of traffic from
each online traffic source.




                                                                                              34
The next step is to set up lead tracking. There’s a few ways to do that. In the new
navigation, you can access the instructions and a wizard which will help you determine
which mehod(s) you should use for each client, based on their needs.

The easiest way is to set up HubSpot hosted landing pages on a subdomain of your client’s
sites. You can also export form code and insert the form into any page on your client’s site
OR use the API when you have clients that have sophisticated backend processing for leads,
like an insurance company giving instant online quotes.




                                                                                               35
Once you’ve set up HubSpot lead tracking, you can now determine the visitor to lead
conversion rate per traffic source.




                                                                                      36
There’s two ways to set up Closed loop marketing. If your client uses, salesforce.com, it’s a
few hour set up process. HubSpot Marketer integrates with Salesforce.com through our
application on the SFDC app exchange.




                                                                                                37
If your client does not have salesforce.com as their customer relationship management
system, they can log into HubSpot and add dates when they turn leads into their customers
or clients. This is a manual process, but in the context of the amount of time and money
they’re spending to to generate leads online, this is a small amount of time.




                                                                                            38
Once you have closed loop marketing implemented, it becomes easy to determine the lead
to customer conversion rate.




                                                                                         39
Once you have all three of these things setup, you can then very quickly get what you need
from HubSpot Analytics.

This is a new version of analytics that is not yet launched. In addition to huge speed
enhancements, it also provides the needed information to calculate ROI very quickly.

Instead of running reports or worse… not knowing this data… you can now simply sit down
with your client and discuss what’s working and what’s not and why and where they should
invest more in inbound marketing.




                                                                                             40
You can quickly look at the results by each traffic source. This is the traffic HubSpot
received from social media sites over a 6 month period.




                                                                                          41
Over the same time period, this is the leads generated by HubSpot where the traffic source
was social media sites.




                                                                                             42
Over the same time period, this is the customers acquired by HubSpot where the traffic
source was social media sites.




                                                                                         43
Once you’ve audited your client’s sites over a period of a month, you are now in a position
to really develop a plan for them. Some of our partners do this before they sign up a client.
Most do something similar to this during the first month of their engagement. Either way,
use the HubSpot trial to do it.

You will be at a huge advantage when you’re in a competitive situation.

Too many web marketing firms set prices before setting goals. It is your job to help your
clients set goals. They know way too little about what is possible, how to do it, or how long
it will take.

They’ll be amazed that you are willing and able to help them figure this stuff out.

So, next time when your prospect asks you, “How much will this cost me?”. You should ask
them, “How much more
revenue do you want to make?” “And how much money can you spend to make it?” Then,
set a plan based on their budget and goals.

Once you know their goals, you should be good at predicting a few things including:
- How much can you increase lead to customer conversion rates using things like HubSpot’s
lead intelligence, lead alerts, lead scoring and better lead nurturing processes.
- How much can you increase visitor to lead conversion rates by creating compelling offers,
launching landing pages and placing calls to action in the right spots?
-- How much more traffic you can help them generate through SEO, blogging, social media,
ppc and email?

If you go through the process of setting up the trial and establishing the baseline, I am       44
available to help you 1:1 with determining what is possible and developing a plan.
Once you’ve set the baseline, now it’s time to develop the plan. Before you can do that,
you need to know what to do. So, in the next few slides we’re going to go over how to help
your clients generate leads online.




                                                                                             45
When thinking about lead generation, it’s time to start talking about the funnel.
Historically, the sales team has owned the funnel.

Not anymore. In a well oiled inbound marketing system, marketing should own at least half
of the funnel and arguably more.

The website is where marketing takes all the money they spend and starts turning into
leads, which the sales team then turns into revenue.

Lead generation is where ROI begins.
There is a soft side to lead generation. To be really good at generating leads, you have to be
really good at understanding people and their motivations.
Unfortunately, a website visitor isn’t going to tell you what they need, like a prospect on a
phone call. So, you need to ask your clients a lot of questions in order to understand what
problems they solve for THEIR clients.




                                                                                                 47
There’s also the mechanical side of lead generation. It’s a pretty logical process. But, it’s
pretty surprising how few companies get this right.

In the most basic sense, there’s 3 critical pieces to successfully generating leads. You must
help your clients create compelling offers, build landing pages and place calls to action to
drive traffic to the landing pages.




                                                                                                48
The area that people seem to have the most difficult time addressing is the creation of
compelling offers.

Not every offer is right for every website visitor.

Offering a free consultation to a first time visitor to your site, who’s been browsing for 10
seconds, is like asking for a foot massage on your first date. It’s a bit presumptuous.

So, focus your offers around free content that speaks to a site visitor’s most likely
challenges. For example, I was conducting a workshop and an insurance salesperson asked
me, “Is my request a quote form a compelling offer?”. I asked her if the first and only thing
that her prospects usually cares about is the price of her products? I asked her why people
buy life insurance? One reason was because they were having their first child. So, I asked
her what would be an article that a first time father might be interested in reading. We
came up with an ebook titled, “How to financially protect your family in case of an
accident.”

As a first time father, that’s much more compelling to me than a price quote. I know I’ll get
a price quote at some point. But, I’d rather be secure in knowing my insurance person
recommended the right insurance product for my needs. In fact, when I begin talking to
someone who understands my needs, I usually stop seeking out other providers.

So, the challenge that you have is to help your clients think about what their prospects
really care about. Then, create compelling offers around that.

Free quotes, consultations, product and service demos come later. That’s a 3rd date kind of
offer.                                                                                          49
If you or your client is having trouble coming up with a compelling offer, have this
conversation with them.

Try to find 10 different things that your client’s product helps with. Come up with 100
different titles of white papers. Then, build some landing pages.

If the landing pages convert, write the white paper later.
This HubSpot customer wants to speak to CEOs about how he can help them reduce the
cost of their group health insurance plan. He doesn’t offer a free consultations, which he’ll
gladly do. He’s offering a white paper that talks about 6 ways to improve a health plan.
Seems obvious. But, go check out your insurance provider’s website. I guarantee that they
have a big “Request a quote” button and no resources or landing pages like this one.




                                                                                                51
The Bridge group provides inside sales training and development for technology
companies. Most of those companies have to cold call. Most organizations struggle with
cold calling. This ebook talks about how it turns cold calling from an art to a science. This is
a compelling free offer for a VP of Sales.




                                                                                                   52
Ken Lauher is offering a Feng Shui Guide. It’s free. He’s a feng shui consultant. Anyone
interested in Feng Shui should be interested in downloading the guide.




                                                                                           53
Reynold’s Golf Academy has generated 1,000s of leads from their free white paper about
“NOT lifting your Head”.

I gave up golfing a long time ago, because it’s too slow for me. But, I can relate. And I know
plenty of golfers who can too.




                                                                                                 54
The second biggest mistake I see when companies are doing lead generation is that they
screw up the landing pages. There’s a bunch of science to building landing pages. For
example, otherwise known as the blink test, a visitor should be able to glance at a page (or
blink) and be drawn to the sentence you want them to read.

Therefore, it’s critical to make your landing page pretty naked. You should probably leave
the site navigation off of the page.

Another common mistake is making the landing page really long. For most companies and
offers, the landing page should be short, simple and to the point.

And lastly, and probably most importantly, put your form above the fold, so that the visitor
doesn’t have to scroll to find it. You should probably keep the form short too.

No matter what you do, you should be able to test the conversion rates that you get from
different design variations. But, these are general guidelines that are true in the vast
majority of cases.
Here’s an example of a landing page with no navigation. It keeps people focused on the
task at hand. If you’re designing a landing page that’s further down the funnel, when
someone is probably more knowledgeable about what you do, and more motivated to
reach out to you, you should test landing pages with the navigation. The second screenshot
is HubSpot’s “request a demo” form, with the navigation present on the page.
Shorter forms typically increase conversion. Here’s an example of how a shorter form
increased the conversion rate from 37 to 53%

You should use cookies and HubSpot lead intelligence to get more information without
asking for it. Or use a more detailed form on a later stage offer.
Here’s an example of a landing page with 2 mistakes. First, the form is below the fold, so
the visitor has to scroll down to get it. Second, the navigation is present and could distract
the visitor from completing the form.




                                                                                                 58
This is a very simple form. There’s only two things that the visitor can do when they get
here. They can leave or they can fill out the form.

This is a good landing page. Emulate this.
Make sure the visitor knows what to do when they get to the landing page. Use command
type sentences to instruct them on what to do. Use words like “Download” and “Complete
Form”.




                                                                                         60
Once you’ve created compelling offers and launched landing pages to give them away, it’s
time to send traffic to the landing pages.

There’s a bunch of ways to send traffic to a landing page. Usually, the lowest hanging fruit
for any company is to place prominent calls to action on their home page. Also, creating a
resources section which lists all of the offers in one place is a smart move.

If your client has budget, PPC is a perfect way to generate leads quickly. It’s also a great way
to determine which offers, landing pages, CTAs and keywords will perform.

If your client has an email list, use it to drive traffic to the landing page directly. If they have
budget, consider placing ads in industry newsletters. They generally have a very good CTA.

If your client is blogging, then get them to place CTAs in the sidebar of the blog. If they have
a following, consider placing a CTA at the bottom of their post.
Here’s an example of a CTA that is placed at the bottom of a customized free website
grader report. It leads visitors to this landinge page.




                                                                                       62
It’s critical to build CTAs and test them too. Some general common-sensical guidelines are
listed here. You should make sure CTAs are action oriented. “Click here” or “Download”.
Use the word “Free”. Make them very simple and clear. The CTA should stand out from the
rest of the text on the page. Make sure you link both images and text, especially in email
blasts. And of course, the CTA should match the offer, should match the landing page,
should be tailored to the audience and their needs.
This is an older version of the HubSpot home page. We usually have 4 or 5 different CTAs
on the page.

As you might have seen from the analytics screen shots earlier in the site, our visitor to
lead conversion rate is 10+%

A typical website generates a 1-5% conversion rate. Convince your clients that a “contact
us” form isn’t the end-game for lead generation by showing them how to create offers and
landing pages that get 20,30,50% conversion rates.
Give something away for free. Make sure the call to action stands out.
Channel V Media, a HubSpot partner, wrote an ebook to help traditional marketers start to
learn the vocab of social. They placed a CTA prominently on their home page. It leads to a
landing page with a form. They used linkedin and guest blog articles to drive traffic to it.
They’ve generated 600+ leads in less than 3 months from it.

You can do this too, for your business and for clients, if you do it right.
Because we have a lot to cover today, and I can’t cover it all, here’s a bunch more free
resources to help you learn how to do lead generation.




                                                                                           67
Next, we’re going to talk about how HubSpot helps you do all of the stuff I just talked
about.




                                                                                          68
There’s 3 ways to do lead tracking in HubSpot. You don’t have to use HubSpot hosted
landing pages to do lead tracking. You can export form code and place it on any page of
your site, or you could use the lead tracking API to hook existing forms to our lead tracking
and lead intelligence capabilities.

However, the easiest path to success, by far, is to just set up HubSpot on a subdomain of
your client’s site. The design can be customized to match the look and feel of your clients’
site. Then, you can launch and test landing pages at will using the step by step wizard.
They’ll be hosted at http://info.yourclientsite.com/landingpage1 or landingpage2. Once you
launch the first one, it takes only several minutes of a non-technical person’s time to build a
new landing page.


This is the process you’ll follow. I’m going to go through each step in more detail in the next
few slides.




                                                                                                  69
Use the landing page wizard to create your first landing page.




                                                                 70
Once you’ve set up your first landing page, you can customize the design of the site and/or
create a subdomain.

Once a customer buys, we can skin their landing pages for them.

Support can help you set up the subdomain if you have trouble.




                                                                                              71
Use the form builder to select, build and edit the information you want to collect on the
form.




                                                                                            72
You can set properties for each field including label, size and whether it’s required or
hidden.




                                                                                           73
You can set on-screen messages and/or redirect the visitor to another page on your client’s
site.




                                                                                              74
You can set up an auto-responder email.




                                          75
Once you’ve launched it, you can also very quickly update anything.




                                                                      76
Once you’ve set up a landing page, you can set up a series of auto-responder emails. This is
new functionality that is not yet available to customers yet. But, it’ll be launched in the
next month or so, and will get more sophisticated as we get feedback and improve.




                                                                                               77
Okay. Once you start generating leads, it’s time to figure out how to help your client
improve their quantity and quality of leads generated.




                                                                                         78
Assuming you’ve already set up Analytics, lead intelligence and closed loop marketing, you
should be able to very quickly interpret the charts and graphs to figure out areas of
improvement, campaigns you should stop or tweak, as well as areas you should double
down on.

You’ll be able to determine the best performing offers, landing pages, campaigns, traffic
sources, keywords, etc.

With this data, you should sit down with your client and create next month’s plan.




                                                                                             79
Here’s an example of how you can measure conversion rates for different offers and forms.




                                                                                            80
A new free tool that HubSpot is about to launch will help you test your call to action
buttons to determine the CTAs that get the highest click through rate.
If you’re doing campaigns, like PPC or email marketing, you can quickly determine what the
visitor to lead and lead to customer conversion rate is for each of these campaigns.
For SEO and ppc, you can also figure out what keywords are performing.
With the new analytics, coming soon, you can very quickly get all of the data you need per
traffic source.

If social media shows an uptick, you can double down on that. If blogging is
underperforming, you can diagnose why.




                                                                                             84
Okay. So, based on what we presented today, you should have a good handle on how you
can leverage HubSpot in order to sell and deliver lead generation services. With the
framework we described today, you should have a good handle on how to help your client
predict and improve their ROI from their time and financial investment in our software,
your services and their time.

Again, I challenge you to start adapting to the new reality that the web is forcing on you;
that marketing service investments must generate an ROI.

If you’re up for the challenge, we’d like to work with you…




                                                                                              85
We embraced this reality several years ago and we are reaping the rewards.

Our reach is 300k monthly individuals, as calculated by our reach analytics.

We generate 15k leads per month and sign up 150 customers each month.

We’re looking for partners who are interested in working with us to build the inbound
marketing movement, delivering a lot of value to our mutual customers, and growing our
respective businesses together.




                                                                                         86
If you want to partner with us, you first need to get really good at using the software.

So, if you haven’t already, you should dive in and learn how HubSpot can help you develop
a solid set of inbound marketing services. You should then deliver them to your clients and
get a few victories in your portfolio.

To get started, here are your steps.

Start a free trial. Or a few free trials if you think you’re ready.

Take advantage of the self guided training on success.

Develop some offerings, sell them and do a really good job.




                                                                                              87
Once you have a few wins under your belt, it’s time to launch some landing pages for your
services offering.

In the coming months, we plan to get very organized around promoting YOUR HubSpot
Services offerings.

In the meanwhile, please reach out when you’re ready and we’ll make our customers and
followers aware of your offerings.




                                                                                            88
Concurrently, I invite you to share your success stories with us at inboundmarketing.com

Write up your success story and post it to your blog or the im.com forums.

Then, insert a link into the inboundmarketing.com inbound marketing case study wiki.

We’ll be compiling the best examples and posting them to the HubSpot blog

If we get enough submissions, we’ll most likely compile an ebook and offer it as a
compelling offer behind a landing page.




                                                                                           89
90

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How Marketing Agencies Should & Could Start Delivering Lead Generation Services in Order to Generate an ROI for Their Clients

  • 1. Welcome to the Partner Program training webinar series for marketing agencies. My name is Pete Caputa. I am the Partner Program Manager at HubSpot. A bunch of people have asked me about backgrounds. So, I thought I’d share a bit about that. I started at HubSpot back in November 2007, which is a long time ago in HubSpot land. I worked in our direct sales organization while I moonlighted in marketing, helping with blogging and seo. I personally brought on 200+ customers as a direct rep. Then, I was our first sales engineer, where I helped our then 20+ person strong sales team sign up several hundred more customers. I’ve been incubating the partner program since I joined, but in earnest (and officially) since November 2008. Before I joined HubSpot, I started and ran a small online, event and email marketing services firm, serving small businesses and event producers. I did that for four years where I learned how to sell hands-on, because I had to in order to make a living. 1
  • 2. You are invited to participate on Twitter. Use @hubspot to address any questions for feedback. If you want to follow along and/or connect with other attendees, go to http://search.twitter.com and search for “@hubspot”. Also, we created a forum thread for anyone that wants to discuss the topic of providing lead generation services to clients. Just go to inbound marketing dot com, click forums, then Marketing Services. The forum topic is “Do you offer lead generation services?” 2
  • 3. If you’re not already subscribed to the software for yourself or a client of yours, you should be in a free trial. We have limited bandwidth to support new partners. You most demonstrate your initiative and your ability to use the software and our self-guided training. We’ll be working with the potential partners that show the most initiative and demonstrate the most ability to leverage the software and training. If you have a specific question, please use the success.hubspot.com forums. But, do not hesitate to reach out to me directly if you’re stuck on something. Please be patient and persistent. 3
  • 4. Here’s an overview of what we’re going to talk about today. 4
  • 5. HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers. 5
  • 6. Our customers are doing very well too. The customers who put the time into their internet marketing, leveraging our software and training fully, see significant growth in their traffic, leads and sales. A recent study done by MBA candidate at MIT shows that active customers produce 6x the number of leads in < 6 months. 6
  • 7. As a result of ours and customer’s success, we’ve received a lot of awards…
  • 8. … and have been covered by many of the largest blogs and publications covering the marketing, new media and technology spaces.
  • 9. So, what does the software do? The HubSpot methodology, available at http://success.hubspot.com, provides a process to follow for inbound marketing success. The software enables the process and makes it easy to implement. Today, we’re going to cover the “Convert” part of the process, as well as the tools. You can see the areas we’ll cover today in red. 9
  • 10. 10
  • 11. We believe that “Inbound Marketing” is a movement that is much bigger than just one company. We can’t do it alone. We believe that our software + inbound marketing services from agencies is a killer combination that delivers much more value to businesses trying to figure out how to use the web to strategically grow their business. 11
  • 12. If you are willing to put in the time to learn and use HubSpot on an ongoing basis, there will be benefits. Many of these benefits are intrinsic to our service. Like leveraging our software to serve your clients better and more efficiently, and to generate revenue from services that HubSpot’s software and training can enable you to deliver. We will ALSO reward the partners who achieve the best results for our mutual customers… with exposure to our audience, sales opportunities, and direct compensation. That said, it’s important that our priorities are aligned. Our number 1 priority is the success of our customers. Our success and we believe, your success, is derived from that. If you’re signing up to be a partner because you just want a cut of our revenue or you have your hand out for referrals or leads on day one, you shouldn’t partner with us. The partners who get referrals and other benefits from us have earned these rewards. 12
  • 13. Paul Roetzer was the first company that was brave enough to partner with us when we were just getting started. He now works with 20+ HubSpot customers an an ongoing basis, many of which he brought to us, and a bunch that we referred to him. He’s an extremely intelligent guy with a dream to make the PR industry a bit more accountable to results. He now calls his firm an inbound marketing agency. Watch Paul’s case study. You’ll see that he thinks there should be more people doing what he’s doing. As evidenced by his growth, there’s room for more. 13
  • 14. Our plan is to open up our virtual doors and provide partners with the opportunity to learn from us and leverage what we’ve built: our software and our training. We’ll be providing you with the opportunity to start your own extended free trials for yourself and your clients. We’ll be giving you access to our customer-only training program. This webinar is the second of a series of webinars to help partners learn about how to price, package and deliver inbound marketing services. ------ We also need to forewarn you. The biggest reason that we haven’t created a partner program until recently is because we do NOT have the resources to support you 1:1. I had intended to hold these webinars directly after the partner program launch. But, because of interest from new partners, I’ve had to delay it a bit. Based on the rate at which we are establishing new partnerships, we’re on target to sign up about 100 new partners in less than 100 days. We will support you. But, you must demonstrate your ability and willingness to leverage our online and group training resources first. 14
  • 15. Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial. 15
  • 16. Here are the upcoming webinars we are producing specifically for marketing agencies. We’ll be sharing best practices for using HubSpot to deliver a robust set of inbound marketing services to your clients. Last month, we presented “how to design websites for lead generation on HubSpot’s CMS”. Feel free to tweet us which ones you’d like to see next. Use @hubspot or @pc4media. These webinars are designed to teach you best practices on how to help your clients. We’ll show you how to use the product effectively to deliver these services, as well as share a lot of information that we’ve learned about selling these services in a consultative manner. 16
  • 17. The program is expanding very rapidly. We’re up over 50 partners now who are actively using atleast one subscription for themslves or a client. We’re about to hire a full time marketing person for the partner program, who will help me take the program to the next level. We are launching the first version of the partner certification exam before the end of this month. Probably before the end of this week. And we’ll be launching the partner directory on inboundmarketing.com next month, which will help us kick off a series of things we’re going to do in order to reward the partners who are doing the best job of helping our customers. In other words, we’ll be giving visibility to partners who help their clients achieve inbound marketing success. 17
  • 18. We’ve been working for several months on launching a certification exam for partners. It’ll be an online test with more than 200 questions… 18
  • 19. Partners who are actively managing atleast one URL will be invited to take the test for free. In order to pass, partners will need to have knowledge of both HubSpot products, as well as general inbound marketing knowledge. From SEO to lead generation to analytics, it’ll be comprehensive. Partners won’t be able to fake their way through it. 19
  • 20. Next month, we’ll be launching a directory of inbound marketing service providers on inboundmarketing.com. Anyone can register and create a full profile with links to your site and descriptions of your services. HubSpot certified partners with the most successful customers will receive the most visibility. 20
  • 21. That last comment is really critical. The partner program is desinged around rewarding partners who are the best. We measure the performance of partners by measuring the results that their clients achieve. If a partner has 10 successful clients on the HubSpot platform, they’ll get rewarded. Because our software can measure your client’s success, there is no fudging the system. So, the rest of the call today we will talk about how to make your clients successful. There are many types of marketing agencies and professionals on this call today. Some of you are PR pros, SEO consultants, web design firms, ad agencies. You all have different roots. However, assuming you don’t have your head in a hole these days, all of these disciplines are converging. The web and internet marketing has impacted the way you do your job, the way you deliver value. And this shouldn’t be seen as a threat. It’s an opportunity for you and your firm. From our vantage point, we are observing that agencies whoembrace measurable marketing methods are adding clients at a rapid rate. They are also increasing retainers and generating more renewals. In order to do this, they are helping their clients predict, measure and improve their ROI from online marketing. They are doing this by offering lead generation services, that help their clients generate qualifieds leads that help them close more business. Their marketing services are generating a measurable ROI for their clients. 21
  • 22. The hard part about making this shift is that you need to dig deeper when you’re talking to prospects or clients. So, even though branding, imaging, messaging, pr, search rankings are really important, it’s more important to CEOs, VP Marketing & VP Sales types that your services generate an ROI. So, while design, blogging, social media, etc are the methods. You should NOT lead with the methods during your sales process. You should lead with “lead generation goals” which help determine customer acquistion rates, which enable the calculation of an ROI. So, in your marketng and sales processes, you should lead with lead generation. 22
  • 23. In case you don’t want to just take my word for it, here’s some research from Borrell Associates. I’m not sure how often you run up against PPC/SEM resellers like Yodle and ReachLocal. They are huge companies that provide ppc management and lead generation services for small businesses. They are either partnering with yellow page companies or building their own local sales teams to sell online marketing to your clients. The problem is that MOST of these companies have a ridiculously high churn rate, meaning that more than half of their customers cancel every year. They are giving “measurable marketing” a bad name. But, they are growing despite this abysmal customer satisfaction rate. It’s a 11.5B industry, while more traditional advertising is contracting significantly. If you want to sell online lead generation services, now would be a good time to get good at it. 23
  • 24. Of course, you could continue to ignore the trends. 24
  • 25. So, let’s start talking about how you can sell lead generation services to clients. 25
  • 26. I’ll never be able to teach you sales in 5 minutes, nor would I consider myself qualified to teach most of you. But, here’s a few simple things I’ve picked up as I’ve done it over the years. It’s really important to uncover financial goals. If you stop asking questions of your prospects once you understand their project goals, you will most likely not be successful at getting their business. Ask a lot of “Why” “When” and “How” questions in order to figure out what the financial goals for their projects are. Are they investing more in social media and blogging in order to attract more traffic, leads and sales? If you ask the CEO or the VP of Sales, they certainly are. But, chances are that you’ll need to help your prospects set their financial goals. Most likely, they’ll be stumbling into inbound marketing because they know they need to. But, they won’t have the werewithal or knowledge to set realistic goals. Create your own assessment process in order to help them set goals and then develop a plan, once you know their ROI requirements and budget constraintsw. 26
  • 27. Here’s an example of many conversations I’ve overheard. It is the wrong way to sell a website redesign, assuming you want to have an ongoing relationship with the client by helping them generate an ROI. 27
  • 28. Here’s an example of how you might have the conversation if you want to develop a long term profitable retainer relationship with your client. 28
  • 29. Here’s how someone in PR might handle the conversation. 29
  • 30. Here’s what an SEO consultant should do. 30
  • 31. Once you’ve established that your prospects care about lead generation and customer acquisition from their online marketing investments, it’s time to help them set some numerical goals. You should start that by auditing their current situation. 31
  • 32. There’s a free worksheet that I’ve made available on our blog which can guide you in helping your clients predict and calculate their ROI. Of course, most clients don’t have this data. So, leverage the free HubSpot trial. Once you collect this data, you can start to build a formal proposal with ROI numbers. 32
  • 33. The first step is to set up HubSpot Analytics. It’s a simple process of cutting and pasting javascript code into the footer of your client’s site. It should take a technical webmaster only about 5 minutes, assuming their site is designed correctly. 33
  • 34. Once you’ve set up HubSpot Analytics, it become easy to identify the volume of traffic from each online traffic source. 34
  • 35. The next step is to set up lead tracking. There’s a few ways to do that. In the new navigation, you can access the instructions and a wizard which will help you determine which mehod(s) you should use for each client, based on their needs. The easiest way is to set up HubSpot hosted landing pages on a subdomain of your client’s sites. You can also export form code and insert the form into any page on your client’s site OR use the API when you have clients that have sophisticated backend processing for leads, like an insurance company giving instant online quotes. 35
  • 36. Once you’ve set up HubSpot lead tracking, you can now determine the visitor to lead conversion rate per traffic source. 36
  • 37. There’s two ways to set up Closed loop marketing. If your client uses, salesforce.com, it’s a few hour set up process. HubSpot Marketer integrates with Salesforce.com through our application on the SFDC app exchange. 37
  • 38. If your client does not have salesforce.com as their customer relationship management system, they can log into HubSpot and add dates when they turn leads into their customers or clients. This is a manual process, but in the context of the amount of time and money they’re spending to to generate leads online, this is a small amount of time. 38
  • 39. Once you have closed loop marketing implemented, it becomes easy to determine the lead to customer conversion rate. 39
  • 40. Once you have all three of these things setup, you can then very quickly get what you need from HubSpot Analytics. This is a new version of analytics that is not yet launched. In addition to huge speed enhancements, it also provides the needed information to calculate ROI very quickly. Instead of running reports or worse… not knowing this data… you can now simply sit down with your client and discuss what’s working and what’s not and why and where they should invest more in inbound marketing. 40
  • 41. You can quickly look at the results by each traffic source. This is the traffic HubSpot received from social media sites over a 6 month period. 41
  • 42. Over the same time period, this is the leads generated by HubSpot where the traffic source was social media sites. 42
  • 43. Over the same time period, this is the customers acquired by HubSpot where the traffic source was social media sites. 43
  • 44. Once you’ve audited your client’s sites over a period of a month, you are now in a position to really develop a plan for them. Some of our partners do this before they sign up a client. Most do something similar to this during the first month of their engagement. Either way, use the HubSpot trial to do it. You will be at a huge advantage when you’re in a competitive situation. Too many web marketing firms set prices before setting goals. It is your job to help your clients set goals. They know way too little about what is possible, how to do it, or how long it will take. They’ll be amazed that you are willing and able to help them figure this stuff out. So, next time when your prospect asks you, “How much will this cost me?”. You should ask them, “How much more revenue do you want to make?” “And how much money can you spend to make it?” Then, set a plan based on their budget and goals. Once you know their goals, you should be good at predicting a few things including: - How much can you increase lead to customer conversion rates using things like HubSpot’s lead intelligence, lead alerts, lead scoring and better lead nurturing processes. - How much can you increase visitor to lead conversion rates by creating compelling offers, launching landing pages and placing calls to action in the right spots? -- How much more traffic you can help them generate through SEO, blogging, social media, ppc and email? If you go through the process of setting up the trial and establishing the baseline, I am 44 available to help you 1:1 with determining what is possible and developing a plan.
  • 45. Once you’ve set the baseline, now it’s time to develop the plan. Before you can do that, you need to know what to do. So, in the next few slides we’re going to go over how to help your clients generate leads online. 45
  • 46. When thinking about lead generation, it’s time to start talking about the funnel. Historically, the sales team has owned the funnel. Not anymore. In a well oiled inbound marketing system, marketing should own at least half of the funnel and arguably more. The website is where marketing takes all the money they spend and starts turning into leads, which the sales team then turns into revenue. Lead generation is where ROI begins.
  • 47. There is a soft side to lead generation. To be really good at generating leads, you have to be really good at understanding people and their motivations. Unfortunately, a website visitor isn’t going to tell you what they need, like a prospect on a phone call. So, you need to ask your clients a lot of questions in order to understand what problems they solve for THEIR clients. 47
  • 48. There’s also the mechanical side of lead generation. It’s a pretty logical process. But, it’s pretty surprising how few companies get this right. In the most basic sense, there’s 3 critical pieces to successfully generating leads. You must help your clients create compelling offers, build landing pages and place calls to action to drive traffic to the landing pages. 48
  • 49. The area that people seem to have the most difficult time addressing is the creation of compelling offers. Not every offer is right for every website visitor. Offering a free consultation to a first time visitor to your site, who’s been browsing for 10 seconds, is like asking for a foot massage on your first date. It’s a bit presumptuous. So, focus your offers around free content that speaks to a site visitor’s most likely challenges. For example, I was conducting a workshop and an insurance salesperson asked me, “Is my request a quote form a compelling offer?”. I asked her if the first and only thing that her prospects usually cares about is the price of her products? I asked her why people buy life insurance? One reason was because they were having their first child. So, I asked her what would be an article that a first time father might be interested in reading. We came up with an ebook titled, “How to financially protect your family in case of an accident.” As a first time father, that’s much more compelling to me than a price quote. I know I’ll get a price quote at some point. But, I’d rather be secure in knowing my insurance person recommended the right insurance product for my needs. In fact, when I begin talking to someone who understands my needs, I usually stop seeking out other providers. So, the challenge that you have is to help your clients think about what their prospects really care about. Then, create compelling offers around that. Free quotes, consultations, product and service demos come later. That’s a 3rd date kind of offer. 49
  • 50. If you or your client is having trouble coming up with a compelling offer, have this conversation with them. Try to find 10 different things that your client’s product helps with. Come up with 100 different titles of white papers. Then, build some landing pages. If the landing pages convert, write the white paper later.
  • 51. This HubSpot customer wants to speak to CEOs about how he can help them reduce the cost of their group health insurance plan. He doesn’t offer a free consultations, which he’ll gladly do. He’s offering a white paper that talks about 6 ways to improve a health plan. Seems obvious. But, go check out your insurance provider’s website. I guarantee that they have a big “Request a quote” button and no resources or landing pages like this one. 51
  • 52. The Bridge group provides inside sales training and development for technology companies. Most of those companies have to cold call. Most organizations struggle with cold calling. This ebook talks about how it turns cold calling from an art to a science. This is a compelling free offer for a VP of Sales. 52
  • 53. Ken Lauher is offering a Feng Shui Guide. It’s free. He’s a feng shui consultant. Anyone interested in Feng Shui should be interested in downloading the guide. 53
  • 54. Reynold’s Golf Academy has generated 1,000s of leads from their free white paper about “NOT lifting your Head”. I gave up golfing a long time ago, because it’s too slow for me. But, I can relate. And I know plenty of golfers who can too. 54
  • 55. The second biggest mistake I see when companies are doing lead generation is that they screw up the landing pages. There’s a bunch of science to building landing pages. For example, otherwise known as the blink test, a visitor should be able to glance at a page (or blink) and be drawn to the sentence you want them to read. Therefore, it’s critical to make your landing page pretty naked. You should probably leave the site navigation off of the page. Another common mistake is making the landing page really long. For most companies and offers, the landing page should be short, simple and to the point. And lastly, and probably most importantly, put your form above the fold, so that the visitor doesn’t have to scroll to find it. You should probably keep the form short too. No matter what you do, you should be able to test the conversion rates that you get from different design variations. But, these are general guidelines that are true in the vast majority of cases.
  • 56. Here’s an example of a landing page with no navigation. It keeps people focused on the task at hand. If you’re designing a landing page that’s further down the funnel, when someone is probably more knowledgeable about what you do, and more motivated to reach out to you, you should test landing pages with the navigation. The second screenshot is HubSpot’s “request a demo” form, with the navigation present on the page.
  • 57. Shorter forms typically increase conversion. Here’s an example of how a shorter form increased the conversion rate from 37 to 53% You should use cookies and HubSpot lead intelligence to get more information without asking for it. Or use a more detailed form on a later stage offer.
  • 58. Here’s an example of a landing page with 2 mistakes. First, the form is below the fold, so the visitor has to scroll down to get it. Second, the navigation is present and could distract the visitor from completing the form. 58
  • 59. This is a very simple form. There’s only two things that the visitor can do when they get here. They can leave or they can fill out the form. This is a good landing page. Emulate this.
  • 60. Make sure the visitor knows what to do when they get to the landing page. Use command type sentences to instruct them on what to do. Use words like “Download” and “Complete Form”. 60
  • 61. Once you’ve created compelling offers and launched landing pages to give them away, it’s time to send traffic to the landing pages. There’s a bunch of ways to send traffic to a landing page. Usually, the lowest hanging fruit for any company is to place prominent calls to action on their home page. Also, creating a resources section which lists all of the offers in one place is a smart move. If your client has budget, PPC is a perfect way to generate leads quickly. It’s also a great way to determine which offers, landing pages, CTAs and keywords will perform. If your client has an email list, use it to drive traffic to the landing page directly. If they have budget, consider placing ads in industry newsletters. They generally have a very good CTA. If your client is blogging, then get them to place CTAs in the sidebar of the blog. If they have a following, consider placing a CTA at the bottom of their post.
  • 62. Here’s an example of a CTA that is placed at the bottom of a customized free website grader report. It leads visitors to this landinge page. 62
  • 63. It’s critical to build CTAs and test them too. Some general common-sensical guidelines are listed here. You should make sure CTAs are action oriented. “Click here” or “Download”. Use the word “Free”. Make them very simple and clear. The CTA should stand out from the rest of the text on the page. Make sure you link both images and text, especially in email blasts. And of course, the CTA should match the offer, should match the landing page, should be tailored to the audience and their needs.
  • 64. This is an older version of the HubSpot home page. We usually have 4 or 5 different CTAs on the page. As you might have seen from the analytics screen shots earlier in the site, our visitor to lead conversion rate is 10+% A typical website generates a 1-5% conversion rate. Convince your clients that a “contact us” form isn’t the end-game for lead generation by showing them how to create offers and landing pages that get 20,30,50% conversion rates.
  • 65. Give something away for free. Make sure the call to action stands out.
  • 66. Channel V Media, a HubSpot partner, wrote an ebook to help traditional marketers start to learn the vocab of social. They placed a CTA prominently on their home page. It leads to a landing page with a form. They used linkedin and guest blog articles to drive traffic to it. They’ve generated 600+ leads in less than 3 months from it. You can do this too, for your business and for clients, if you do it right.
  • 67. Because we have a lot to cover today, and I can’t cover it all, here’s a bunch more free resources to help you learn how to do lead generation. 67
  • 68. Next, we’re going to talk about how HubSpot helps you do all of the stuff I just talked about. 68
  • 69. There’s 3 ways to do lead tracking in HubSpot. You don’t have to use HubSpot hosted landing pages to do lead tracking. You can export form code and place it on any page of your site, or you could use the lead tracking API to hook existing forms to our lead tracking and lead intelligence capabilities. However, the easiest path to success, by far, is to just set up HubSpot on a subdomain of your client’s site. The design can be customized to match the look and feel of your clients’ site. Then, you can launch and test landing pages at will using the step by step wizard. They’ll be hosted at http://info.yourclientsite.com/landingpage1 or landingpage2. Once you launch the first one, it takes only several minutes of a non-technical person’s time to build a new landing page. This is the process you’ll follow. I’m going to go through each step in more detail in the next few slides. 69
  • 70. Use the landing page wizard to create your first landing page. 70
  • 71. Once you’ve set up your first landing page, you can customize the design of the site and/or create a subdomain. Once a customer buys, we can skin their landing pages for them. Support can help you set up the subdomain if you have trouble. 71
  • 72. Use the form builder to select, build and edit the information you want to collect on the form. 72
  • 73. You can set properties for each field including label, size and whether it’s required or hidden. 73
  • 74. You can set on-screen messages and/or redirect the visitor to another page on your client’s site. 74
  • 75. You can set up an auto-responder email. 75
  • 76. Once you’ve launched it, you can also very quickly update anything. 76
  • 77. Once you’ve set up a landing page, you can set up a series of auto-responder emails. This is new functionality that is not yet available to customers yet. But, it’ll be launched in the next month or so, and will get more sophisticated as we get feedback and improve. 77
  • 78. Okay. Once you start generating leads, it’s time to figure out how to help your client improve their quantity and quality of leads generated. 78
  • 79. Assuming you’ve already set up Analytics, lead intelligence and closed loop marketing, you should be able to very quickly interpret the charts and graphs to figure out areas of improvement, campaigns you should stop or tweak, as well as areas you should double down on. You’ll be able to determine the best performing offers, landing pages, campaigns, traffic sources, keywords, etc. With this data, you should sit down with your client and create next month’s plan. 79
  • 80. Here’s an example of how you can measure conversion rates for different offers and forms. 80
  • 81. A new free tool that HubSpot is about to launch will help you test your call to action buttons to determine the CTAs that get the highest click through rate.
  • 82. If you’re doing campaigns, like PPC or email marketing, you can quickly determine what the visitor to lead and lead to customer conversion rate is for each of these campaigns.
  • 83. For SEO and ppc, you can also figure out what keywords are performing.
  • 84. With the new analytics, coming soon, you can very quickly get all of the data you need per traffic source. If social media shows an uptick, you can double down on that. If blogging is underperforming, you can diagnose why. 84
  • 85. Okay. So, based on what we presented today, you should have a good handle on how you can leverage HubSpot in order to sell and deliver lead generation services. With the framework we described today, you should have a good handle on how to help your client predict and improve their ROI from their time and financial investment in our software, your services and their time. Again, I challenge you to start adapting to the new reality that the web is forcing on you; that marketing service investments must generate an ROI. If you’re up for the challenge, we’d like to work with you… 85
  • 86. We embraced this reality several years ago and we are reaping the rewards. Our reach is 300k monthly individuals, as calculated by our reach analytics. We generate 15k leads per month and sign up 150 customers each month. We’re looking for partners who are interested in working with us to build the inbound marketing movement, delivering a lot of value to our mutual customers, and growing our respective businesses together. 86
  • 87. If you want to partner with us, you first need to get really good at using the software. So, if you haven’t already, you should dive in and learn how HubSpot can help you develop a solid set of inbound marketing services. You should then deliver them to your clients and get a few victories in your portfolio. To get started, here are your steps. Start a free trial. Or a few free trials if you think you’re ready. Take advantage of the self guided training on success. Develop some offerings, sell them and do a really good job. 87
  • 88. Once you have a few wins under your belt, it’s time to launch some landing pages for your services offering. In the coming months, we plan to get very organized around promoting YOUR HubSpot Services offerings. In the meanwhile, please reach out when you’re ready and we’ll make our customers and followers aware of your offerings. 88
  • 89. Concurrently, I invite you to share your success stories with us at inboundmarketing.com Write up your success story and post it to your blog or the im.com forums. Then, insert a link into the inboundmarketing.com inbound marketing case study wiki. We’ll be compiling the best examples and posting them to the HubSpot blog If we get enough submissions, we’ll most likely compile an ebook and offer it as a compelling offer behind a landing page. 89
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