HUBSPOTS PARTNER AGENCY GUIDE1 WWW.HUBSPOT.COM BEING A PARTNER AGENCY HubSpots Guide to Access to all Partner Agency resources in one easy to reference eBook A publication of
HUBSPOTS PARTNER AGENCY GUIDE2 WWW.HUBSPOT.COM ... brings your whole marketing world to- gether in one, powerful, integrated system. HUBSPOTS ALL-IN-ONE MARKETING SOFTWARE Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations LEAD GENERATION U BLOGGING & SOCIAL MEDIA q EMAIL & AUTOMATION M SEARCH OPTIMIZATION s MARKETING ANALYTICS YLEAD MANAGEMENT g
HUBSPOTS PARTNER AGENCY GUIDE3 WWW.HUBSPOT.COM CONTENTS YOURE A HUBSPOT PARTNER AGENCY /6 LEARN HOW THE HUBSPOT SOFTWARE WORKS /9 I HAVE AN INBOUND LEAD /13 A LEAD BECAME A CUSTOMER /23 ONGOING SUPPORT FOR PARTNER AGENCIES /29 HUBSPOT SOFTWARE TOOLS /32 PARTNER AGENCY TOOLS AND RESOURCES /56 REGISTERING LEADS /58 PARTNER AGENCY TIERS /60 PARTNER PORTAL /63 CUSTOMER HAPPINESS INDEX (CHI) /65 PARTNER AGENCY COMMISSIONS /67 HUBSPOT GLOSSARY /69
HUBSPOTS PARTNER AGENCY GUIDE4 WWW.HUBSPOT.COM Congratulations on becoming a HubSpot Partner Agency! Youve 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. Were looking forward to growing your business with you!
HUBSPOTS PARTNER AGENCY GUIDE5 WWW.HUBSPOT.COM My Channel Account Manager Name: Email: My Inbound Marketing Consultant Name: Email: My Account Manager Name: Email: Other Contacts Billing Questions: Billing@HubSpot.com VAR Program Manager: VAR-Program@HubSpot.com Technical Support My HubSpot Contact List
HUBSPOTS PARTNER AGENCY GUIDE7 WWW.HUBSPOT.COM Step 1 HubSpot Authorization (Contract for HubSpot portal) You will receive this from your Channel Account Manager (CAM) Complete the online billing link Save a copy of your contract Step 2 Send your Partner Contract & W9/W8BEN (REQUIRED) Download the appropriate forms from the Partner contract page on HubSpot.com Step 3 Register your leads with HubSpot Register at least 5 leads via this link: http://var.hubspot.com/var_add_lead Youre now a HubSpot Partner Agency!
HUBSPOTS PARTNER AGENCY GUIDE8 WWW.HUBSPOT.COM Step 4 Participate in your HubSpot product training 1-on-1 training OR HubSpot Academy 1-on-1 training: You will be introduced to your Inbound Marketing Consultant (IMC) HubSpot Academy: You will receive a link from your CAM to register for the HubSpot Academy kickoff call Step 5 Partner Agency Sales training will begin (usually in week 3) These sessions are lead by HubSpot Partner team members Youre now a HubSpot Partner Agency!
HUBSPOTS PARTNER AGENCY GUIDE9 WWW.HUBSPOT.COM SECTION 2 LEARN HOW THE HUBSPOT SOFTWARE WORKS
HUBSPOTS PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Step 1 Get introduced to your consulting track (1-on-1 OR HubSpot Academy) 1-on-1 training You will be introduced to your Inbound Marketing Consultant (IMC) Schedule a kickoff call with your IMC HubSpot Academy You will receive a link from your CAM to register for the HubSpot Academy kickoff call Register for your kickoff call Step 2 If you have a lead, follow the steps in I have an Inbound Lead! Learn how the HubSpot Software Works
HUBSPOTS PARTNER AGENCY GUIDE11 WWW.HUBSPOT.COM Step 3 Participate in product training Consulting framework: Session 1: Kickoff call Youll 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 Youll receive eBooks you can customize and use for lead generation on your website Learn how the HubSpot Software Works
HUBSPOTS PARTNER AGENCY GUIDE12 WWW.HUBSPOT.COM Step 3 Consulting framework continued: Session 3: Lead Nurturing Session 4: Email Marketing Session 5: Lead Intelligence Session 6: Blogging/SEO Session 7: Reporting Session 8: Wrap Up Youll be introduced to Ongoing Learning Resources Step 4 Take the HubSpot Partner Exam Learn how the HubSpot Software Works
HUBSPOTS PARTNER AGENCY GUIDE13 WWW.HUBSPOT.COM SECTION 3 I HAVE AN INBOUND LEAD
HUBSPOTS PARTNER AGENCY GUIDE14 WWW.HUBSPOT.COM The HubSpot Sales Process is composed of the following steps: Step 1 Research Step 2 Prospect Step 3 Connect call Step 4 Step 5 Diagnostic & goal setting call Optional Steps Present solution - demo Trial process Step 6 Agree on contract scope / fee I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE15 WWW.HUBSPOT.COM Step 1 Research Ensure youve 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 contacts sophistication with inbound marketing Identify opportunities for personalization, trust development, rapport building How to Research Is the goal of the website to generate leads? Look for contact us / conversion forms, or shopping carts Check whether the lead contact is on the management team Who does the company target? (B2B vs B2C?) Are the page titles and URLs currently optimized for search engines? Is there under-utilized content in PDFs or long FAQ pages? Do they have active social media accounts across different communities? Do they have calls-to-action (CTAs) placed prominently on their site? Do those CTAs lead to well-designed landing pages that give away compelling offers? Tools Marketing Grader I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE16 WWW.HUBSPOT.COM Step 2 Prospect Goal of Prospect Try to get the person to pick up the phone or connect with you How to Prospect Do a series of voicemails and email attempts until you get a connect Always follow a voicemail with an email (up to 5 vmail/emails) Schedule times in your Calendar to do this Tools Prospecting webinar I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE17 WWW.HUBSPOT.COM Step 3 Connect call Goal of the Connect call Establish an initial relationship with your prospect Build initial credibility and rapport Begin the qualifying process How to Connect Use the connect call playbook Make sure to ask if there is anyone else they should include on the call (e.g. business partners, co-founders, etc) then: Set date and time Send a meeting invite Write down the activity in your records Its ok to cut them loose It doesnt sound like you guys really have any challenges that you really need any help with. It sounds like youre very happy with your business and Tools Marketing Grader I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE18 WWW.HUBSPOT.COM Step 4 Inbound Marketing Assessment (IMA) / Exploratory call Goal of the IMA / Exploratory call To QUALIFY! Continue to establish a relationship with your prospect Build additional credibility and establish trust How to do an IMA / Exploratory call change it, and how they currently plan to do so Leverage questions around GPCT & BANT: GPCT: Goals, Plans, Challenges, Timelines BANT: Budget, Authority, Need, Timelines If you want to move forward: Schedule the diagnostic call If you dont want to move forward: Send them free resources, like Marketing Grader, or one of your eBooks, and let them go Tools Your CAM can help you prepare for this call I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE19 WWW.HUBSPOT.COM Step 5 Diagnostic & Goal Setting call Goal of the Diagnostic call Start to make the case for your monthly retainer How to do a Diagnostic call Do they have growth goals? Are the growth goals written down? How do they plan to achieve this planned growth? When do they need to achieve this growth by? What happens if they dont achieve this growth? How much can they afford to invest? Can you actually help them? Tools Prospect Assessment Tool that includes the Inbound Calculator (tool and webinar) I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE WWW.HUBSPOT.COM Optional Present Solution - Demo Goal of the Demo If its required to present the tools, leverage your CAM to run the call How to do a Demo Complete the trial checklist Create a trial for your demo using the trial checklist Reiterate their GPCT and how it will be solved via your services (which uses the HubSpot software to accomplish) Tools Trial checklist Create a free trial Your CAM can help with this call I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE21 WWW.HUBSPOT.COM Optional Trial Process Goal of the Trial To show your agencys value and win a deal How to run a Trial Create a free trial Use the inbound marketing workbook to set up the trial Set up landing pages with compelling offers Do keyword research and start blogging Set up social media monitoring Preparing for the trial call: Which offers and landing pages are performing? Which keywords are performing? Which channels are performing? Tools Create a free trial Inbound Marketing Workbook How to use a trial webinar I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE22 WWW.HUBSPOT.COM Step 6 Agree on Contract Scope / Fee Tools Your CAM can help you with this HubSpot pricing page Retainer quoting tool and webinar Alert your CAM of the new client and send the signed contract to HubSpot if applicable I have an Inbound Lead
HUBSPOTS PARTNER AGENCY GUIDE23 WWW.HUBSPOT.COM SECTION 4 A LEAD BECAME A CUSTOMER
HUBSPOTS PARTNER AGENCY GUIDE24 WWW.HUBSPOT.COM You will receive an email with a login to your new clients HubSpot portal. Use the client onboarding checklist to begin setting up their HubSpot portal and start delivering services to your client. Onboarding Checklist Before you receive a signed client contract: Find out GPCT/BANT (Optional) Set-up a Hubspot trial (Optional) Collect 4-5 competitors from the prospect and upload them to the HubSpot trial Complete a Marketing Grader report Complete the Prospect Assessment Tool which includes the Inbound Marketing Calculator Before the client kickoff call: Ratify the client contract and send a copy to client Get the signed contract back from the client Mark the client lead as closed won Email the client with to-do items for the client kickoff meeting (see Client Responsibilities) Schedule invoicing for the client Schedule the kickoff meeting with the client Register IP addresses on the clients Hubspot platform for client IPs and agency IPs These pages can be printed and used with your clients!
HUBSPOTS PARTNER AGENCY GUIDE25 WWW.HUBSPOT.COM Onboarding Checklist Internal agency meeting before the click kickoff call: The Sales team shares clients 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 clients 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 youre not being hosted on HubSpot) Grant the agency admin access to your Facebook page, Twitter account, and any other social media or online outlets for content promotion If the client does not have social media accounts, recommend at least two of the following depending on their industry: Facebook, Twitter, LinkedIn, SlideShare Send your lead database to the agency for import to Hubspot platform (CSV Send brochures, technical manuals, past articles written by your team, scripts, press releases, logos, graphics, email newsletters, and any other marketing materials to the agency for uploading to your HubSpot portal A Lead Becamea Customer
HUBSPOTS PARTNER AGENCY GUIDE26 WWW.HUBSPOT.COM Onboarding Checklist After the kickoff call: Upload client leads to HubSpot Upload all brochures, manuals, etc. to the clients HubSpot portal Add the following apps to the clients Hubspot platform: Benchmarks, Analyze Your Landing Pages, Social Media Publishing and Report Keeper Upload the clients competitors to the Competitors app gathered during sales process If the customer will be on the HubSpot CMS: Migrate the clients website onto the HubSpot CMS Take the clients 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 clients HubSpot-hosted landing pagesand blog Take the clients HubSpot-hosted subdomain live Submit the customers website to Google, Bing and Yahoo via webmaster tools Set up the clients 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 clients keyword to the Keywords app in HubSpot Link the clients social media accounts with their HubSpot portal A Lead Becamea Customer
HUBSPOTS PARTNER AGENCY GUIDE27 WWW.HUBSPOT.COM Onboarding Checklist After the kickoff call (continued): Install Facebook Welcome on the clients 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 pa...