Download - How to Hire a HubSpot Agency Partner
Working with a HubSpot Partner
And, Fun with Venn Diagrams
Who We Are
Matt RiveraVP, Marketing & CommunicationsYoh27th Largest Staffing Company in the USGreen Tea Junkie, Musician and DJ@PhillyRivera
Tiffany SauderPresidentElement ThreePlatinum, HubSpot PartnerBrand-Driven Inbound Agency@TiffanySauder
AGENDAWHY are we doing this workHOW are we doing to workWHAT are we doing to do
AND, some tools and suggestions
Corporate Marketing Bingo
OutboundMarketing
Inbound Marketing
Website Development Creative
Video SEC/PPC Events Public Relations
Brand Management
Brand Development Strategy Marketing
Analytics
Email Marketing
Content Management
SystemCRM UNKNOWN
The Marketing Team
5
STRATEGY & MANAGEMENT
VP Marketing & Communications
MARKETING COMMUNICATIONS
Director of Marketing Communications
CANDIDATE MARKETING
Director of Candidate Marketing
DESIGN/ PRODUCTION
Manager, Marketing Communications
INBOUND & EMAIL MARKETING
InBound Marketing Specialist
JOB POSTINGS & SOCIAL MEDIA
Candidate Marketing Specialist
JOB POSTINGS & BLOG
Candidate Marketing Administrator
The Marketing Decision Making Team
6
STRATEGY & MANAGEMENT
VP Marketing & Communications
MARKETING COMMUNICATIONS
Director of Marketing Communications
CANDIDATE MARKETING
Director of Candidate Marketing
DESIGN/ PRODUCTION
Manager, Marketing Communications
INBOUND & EMAIL MARKETING
InBound Marketing Specialist
JOB POSTINGS & SOCIAL MEDIA
Candidate Marketing Specialist
JOB POSTINGS & BLOG
Candidate Marketing Administrator
President
CEO/ Owner
DEFINE OBJECTIVES AND ROLES
(FOR EVERYONE. INCLUDING YOU, YOUR
TEAM, YOUR AGENCY AND YOUR BOSS)
Working Together
• One Long List• All Things Were Equal• Relationship Was Dominated by One Big Project
• Everything Else Was Still Happening
• High Expectations• Stretched Resources
BEFORE
Working Together
• Bucket of Time for On-Going Needs
• Defined Projects• Big Projects Broken Down
• A/B/C Priorities• Flexibility for New Projects
• Highly Defined Expectations
AFTER
What Works and What Doesn’t
• Single point of contact• Accountability• Long View of the Partnership
• Two-Way Communication• Clearly Defined Requirements
• Clear Approval Process• An Understanding of Each Other’s Resources
• Giving Each Other a Break
•Blame Game•Short View of the Partnership
•One-way Communications and Declarations
•Unclear Requirements•No Understanding of Each Other’s Process
•No Flexibility
Don’t Do This Do This
In practice, here’s how that looks
• Using an A/B/C Brief
• Approval Advice• Agile Marketing
Sprints
Deciding What to Outsource or, Fun with Venn Diagrams
Light CreativeCollateralSmall EventsContentOn-going CampaignsBrand Management
Heavy CreativeWebsite DevelopmentLarge EventsVideoSpecific CampaignsBrand Development
New Products/ServicesEventsClient-Specific InitiativesAcquisitions
ON-GOING PROJECTS
UNKNOWN
First, I Looked for a Few Examples…
Then Found this… A Van Dammagram
…And Finally Decided to Make My Own
Light CreativeCollateral
Small EventsContent
On-going CampaignsBrand Management
ON-GOING PROJECTS
UNKNOWN
Heavy CreativeWebsite Development
Large EventsVideo
Specific CampaignsBrand Development
New Products/Services
New EventsClient-Specific
InitiativesAcquisitions
Light CreativeCollateral
Small EventsContent
On-going CampaignsBrand Management
Deciding What to Outsource
What I Can Do What They Can Do For Me
ON-GOING PROJECTS
UNKNOWN
Heavy CreativeWebsite Development
Large EventsVideo
Specific CampaignsBrand Development
New Products/Services
New EventsClient-Specific
InitiativesAcquisitions
MON
EY –
TIM
E – R
ESOU
RCES
Deciding What to Outsource
What I Can Do What They Can Do For Me
ON-GOING PROJECTS
UNKNOWN
Heavy CreativeWebsite Development
Large EventsVideo
Specific CampaignsBrand Development
New Products/Services
New EventsClient-Specific
InitiativesAcquisitions
MON
EY –
TIM
E – R
ESOU
RCES
Light CreativeCollateral
Small EventsContent
On-going CampaignsBrand Management
YOU CAN’T BUILD A BIG
LEAGUE STRATEGY OFF OF A
BUSH-LEAGUE FOUNDATION
KEEP THE MAIN THING THE MAIN
THING
ELEMENT THREE’S CLIENT QUALIFICATIONS
Leader with gutsProduct we believe inMoney to spend on marketingClear decision-making processWe like them
BUT, HOW DO I BUY AN AGENCY?
