Inbound Marketing Planning: How the HubSpot Marketing Machine Generates 25,000 Leads Per Month
Marketing Agency Training Program
November 2010
Twitter: #MarketingMachine
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
What’s HubSpot?
• Inbound marketing software + training• Over 3,500 customers in 3 years• 180+ employees
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Who are the HubSpot Value Added Resellers (VAR)?
• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.
• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.
• Margin share of 20% on all deals for the life of the customer
• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.
A Group that Wants to Change How the World Does Marketing!
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
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Avoid Having Too Many Managers
Rather then Swarms of Managers…. …Have One Team Leader
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Empowering Marketers to Be Their Own Leaders
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Less “Supervising,” More “Doing”
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Making Sure Meetings Count
Marketing Team’s “No Meeting” Hours
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Sharing the Responsibility
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
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“Marketers” Don’t Only Do Marketing
To Do:
1) Send Email
2) Talk to Product team about new
email feature capabilities
3) Help sales with forecasting
4) Join consulting call with customer
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Working With Other Departments Is Standard
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
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Compelling Offers and Landing Pages are the Engine
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Blogging & SEO are the Fuel
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Social Media Lays the Road
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Wikis, Collaboration Fuels Creativity
Working together on a project
Gathering Feedback
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Vet New Ideas & Prioritize with an Idea Backlog
Wiki: Marketing Team
JIRA: Dev Team
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Eat Your Own Dogfood
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
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Sprint Planning, Scrum, Sprint Review
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Tracking the Metrics Large and Small
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Close the Loop with Sales
HubSpot Analytics
SFDC Reporting
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Setting Goals & Tracking Daily
Agenda
• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help
How to Get Help…
Learn the Value of the HubSpot Software…
• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller
• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS
• Gives you access to http://success.hubspot.com
Ask for Help…
• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
List of Upcoming Classes/Link to Recordings
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http://www.hubspot.com/partners/training-program/classes
Weekly Email about Upcoming Classes - Thursday
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Live Webinar: Every Tuesday @ 1PM EST
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Additional Webinars SOMETIMES on Thursday at 2PM EST
Register for Weekly Class(es) to Get Login
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Some Homework & Recorded Stuff Too…
Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator
