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CHAT WITH US!MESSAGE ME USING THE QUESTION PANEL:1.) Who you are/name of business2.) Where you’re calling from3.) What you’re excited about with HubSpot and Inbound Marketing?!

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HubSpotPartner Success

WorkshopsThursdays, Bi-Monthly @ 2pm EST

Your Host:Nick “Sal”vatorielloSenior Inbound Marketing Consultanthttp://nicksalinbound.com/

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Your HubSpotPartner Success Training Team:

• Adrianne Mayshar• Nick Salvatoriello• Timothy Dearlove• Al Biedrzychi• Deedee Perry

Partner Success Training Program Main Resource Page:http://academy.hubspot.com/hubspot-partners/main-page/

Recognition

Sales Success – Market8.com

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Our Workshop Agenda

Attitude/Final Thought

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Onboarding Success –ITDInteractive.com

Partner Success Workshop Archive Page

http://bit.ly/VARPSW

1Recognition…

Recognizing [Movers + Shakers!]

Leaders in:Activation

+Usage

+Results

VAR All-Star Board:

Which VARs just

got HubSpot Certified since last meeting?

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Steam CompaniesGroove Creative(IMC = Tim Dearlove)

2 DK New MediaIMC = Nick Sal

David Caron Design IMC = Al Biedrzycki

FusionFarm + CeeonSoftIMC = Adrianne Mayshar4

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Month 1 (Integration and

Lead Gen)

Month 2 (Campaign

Development)

Month 3 (Advanced Campaign)

Months 4-8 (Selling

and Onboarding)

Months 9+ (Account Management

and Retention)

HubSpot VAR Training Overview

PARTNER TRAINING: Campaign Building: Lead Generation

PARTNER TRAINING: How to Run an Account Review with your Client 

1:1 Goal Setting & Planning

1:1 Campaign Progress Assessment

Landing Pages Session

CTAs and Thank You Pages Session

Email Training Session

Contacts and Prospects Training

PARTNER TRAINING: Campaign Building: Promote

1:1 Marketing Performance Evaluation

PARTNER TRAINING: Driving ROI

PARTNER TRAINING: Pricing and Packaging for Agencies 

PARTNER TRAINING: Winning with a Consultative Sales Process

PARTNER TRAINING: How to Onboard HubSpot Clients

1:1 Onboarding Strategy

PARTNER TRAINING: How to Renew & Retain your HubSpot Clients

Ongoing Product Training

VAR Orientation Session

Workflows Training Session

Keywords Training

Blogging Training

Social Media Training

Sources and Competitors Training

Register for Product Training Sessions: http://academy.hubspot.com/hubspot-product-training-classes-registration-page/Register for Partner Training (Mandatory) Sessions: http://academy.hubspot.com/Partner-Classes/hubspot-partner-training-main-page/Schedule 1:1’s with your consultant or Deedee (dperry@hubspot.com)

**The training classes must be completed PRIOR to each 1:1 session in order to make your consulting hours the most effective

Question:Have you

completed the

VAR Campaign Courses?

If not now, when?If not you, who?

Sales Tiers Success

MOVIE

On-Boarding Success Training:

GUEST STARS

CONNECT:@ITDInteractive

facebook.com/itdinteractiveItdinteractive.com

Partner Success presentation

WHO IS ITDINTERACTIVE?

MARCUS LEDBETTER

ERICMCCARTY

• Opened our doors in early 2010• Web services centered around client growth & success. Our main differentiator.

• Provided traditional Web Design, SEO & SEM

ITD Interactive + HubspotSpring 2012

Success Highlights: Website Performance

Success Highlights: Growth

1 Year Organic Search Traffic650% Increase

Success Highlights: Newsletter

Success Highlights: Email Campaigns

High Open & Click Rates on Email Campaigns w/ Segmented Lists

ebooks

ToFu MoFuMost

DownloadedBoFu

Con

sulta

tion

What Is Inbound Marketing

Sample 9-StepCampaign

Sample DesignProposal

ebooksMost

Downloaded

Designers Prospects

ToFu MoFu BoFu

Con

sulta

tion

What’s Next for ITDi?

We Developed a new way of pitchingInbound Marketing

Eric’s Dream

Eric’s Dream

A New Marketing Model

A New Marketing Model

“EXISTING SCHEMAS”

A new marketing model

Gravitational MarketingPromotion• Developed a new eBook• Created necessary landing pages and

CTAs• Developed accompanying

Infographic for blog / social distribution

• Currently rolling out supporting blog articles

CONNECT:@ITDInteractive

facebook.com/itdinteractiveItdinteractive.com

Partner Success presentation

Let’s BrainstormWhat’s 1 key take

away? What’s 1 next

step?

QUESTIONS?

2LeadershipSpeakers… MOVIE

Leveraging the Power of Partnerships1/10/2013

Thank you for having me

It took some work to build Rome

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“As you navigate through the rest of your life, be open to collaboration.

Other people and other people's ideas are often better than your own.

Find a group of people who challenge and inspire you, spend a lot of time with

them, and it will change your life.”- Amy Poehler

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Introducing, The Ecosystem

3 Core Pillars of Inbound Marketing – Pick (at least) one• Creating & publish optimized content (get

found)

• Transforming websites into conversion machines (convert)

• Tweak & design campaigns based on lead intel + metrics (measure)

The Startup Inbound Marketing Agency Challenge

It is extremely difficult to be good at everything

If you attempt, you will fail.

The Market 8 Case• [I] started Market 8 [alone] in 2010• Tried to do everything for clients• Tried the partnership early on• Some went (and are still going) great• Some went horrible and made us risk our own

reputation• Market 8 is now a strong go-to partner for Inbound

Marketing web redesign• Have now formed better and stronger partnerships• 70+ website launches in 2013, up from 5 in 2012• Tripled in size 2012 vs. PY• 8 full time employees and growing

The Market 8 Case – Phase 1 – Outsource to a partner agency• Select a partner agency with resources in house

to do the design and development of new sites

• Market 8 focus on managing the engagements and doing the inbound marketing thing

• It was perfectly conceived, sounded great…

But…

• Our partner started missing deadlines• Was taking too long to respond• Communication was clumsy• We spoke different languages – marketing vs.

creative• Our partner proved “too big” for us

The Market 8 Case – Phase 2 – Outsource to Partner Soloists• Selected a partner agency smaller partner that

we could grow with - to do the design and development of new sites

• We wanted someone that could be trained

• Market 8 focus on managing the engagements and doing the inbound marketing thing

• It was perfectly conceived, sounded great…

But…

• Quality wasn’t that great• Project management was difficult• We still spoke different languages• Our partner’s objectives were incompatible with

ours

Now What? something was missing…

Understand Your Strength

• Decide: specialist vs. disruptor vs. connector

• Specialists: • focus on your craft • leave the rest to Partnerships

• Disruptors & Connectors: • choose partners within the Inbound Marketing

ecosystem

The Perfect Partner

1. Understands loves inbound marketing

2. Values partnerships

3. Does not charge everything by the hour

4. Has a healthy and stable business

The Perfect Partner

1. Understands loves inbound marketing

2. Values partnerships

3. Does not charge everything by the hour

4. Has a healthy and stable business

The Perfect Partner Understands Loves Inbound Marketing

• Web Designers may do great graphics but understand little about what makes a site convert

What am I

supposed to

do here?

The Perfect Partner Understands Loves Inbound Marketing

Copywriters may write beautifully but not customer-centric and might not be vested in tracking metrics.

Did you get

what this

company does?

“ACME is not about best practices: it is about next practices. What we can do to transform our business and reexamine the model and build this business to create, capture, and deliver value in ways that we haven't even imagined…”

The Perfect Partner Understands Loves Inbound Marketing

An SEO firm may know how to do effective white hat SEO for websites but might lack the context of what keywords are relevant

Do not try to get

irrelevant

traffic

Our own example:Market 8 ranks in first page for• Online Marketing• Advantages of New Media

And also drive up our bounce rates

The Perfect Partner

1. Understands loves inbound marketing

2. Values partnerships

3. Does not charge everything by the hour

4. Has a healthy and stable business

The Perfect Partner Values Partnerships

• Process

• Structured Pricing

• Quality

• Communication

The Perfect Partner

1. Understands loves inbound marketing

2. Values partnerships

3. Does not charge everything by the hour

4. Has a healthy and stable business

The Perfect Partner Does Not Have an Hourly Rate

Hourly Rate Mentality• Unpredictable costs• Errors cost• Learning curves

cost• Focus on the task

Value Mentality• Predictable costs• No paying for

learning• No paying for

errors• Focus on the value

deliveredFixed pricing

shows mastery of a discipline

The Perfect Partner

1. Understands loves inbound marketing

2. Values partnerships

3. Does not charge everything by the hour

4. Has a healthy and stable business

The Perfect Partner Has a Healthy and Stable Business

Signs of a Healthy Business• Growth YOY• Low employee turnover (there is more than one

employee)• Has clear investment initiatives• Expresses his expertise clearly

Do not be shy asking about the financial

health of your partner

Partnerships Made In [Inbound Marketing] Heaven

Disciplines must complement each

other

Conversion Optimizatio

nWeb DesignContent

Marketing

Partnership Example

• We do the sites – they do the content• One combined methodology for discovery• Both firms can offer a more complete package

while focusing on their strengths

Websites for lead

gen

+Content

that adds value

A Unified Discovery Process

The result- from a single discovery process we get:• Content & Conversion Plan• Site Architecture• Goal setting• Learn more at www.market8.net

What does the customer

want?

How do they buy?

Coming up next…

How To Manage a Web Redesign Project• Different types of websites• Design & conversion principles• Content• Toolbox• Project structure• How to price a project

Coming up March 1st, 2013.

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How to Manage a Web Redesign Project

A Comprehensive Guide for Inbound Marketing Professionals

Partner Program

http://www.market8.net/hubspot-var-program/79

Thank You!

Let’s BrainstormWhat’s 1 key take

away? What’s 1 next

step?

QUESTIONS?

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Final Thought….

Partner Success Workshop Archive Page

http://bit.ly/VARPSW

QUESTIONS?

THANK YOUTHANK YOUTHANK YOU