HubSpot’s VAR Orientation

Partner Inbound Success Training

Use the Chat Pane in GoToWebinar

to Ask Questions!

We’ll get started in a few minutes!

Kelsey Norberg Inbound Marketing Consultant

@kelseynorberg

1 Intro to the Partner Program & Path to Certification

2 SMART Goal Setting

3 Persona Development

4 Getting Started with your HubSpot

5 Next Steps & Action Items

AGENDA

WELCOME TO THE HUBSPOT VAR TEAM. 1

Learn Together

SUMMARY OF THE HUBSPOT VAR PROGRAM:

1

2

3

4

Market Together

Sell Together

Grow your agency!

LEARN TOGETHER 1

7

Learn

Execute

1:1

Sell

Partner Broadcast

Lead Generation Webinar

Promotion Webinar

Driving ROI Webinar

HubSpot Academy

VAR Orientation Webinar Delivering Services Using

HubSpot Webinar

How to Retain & Renew

Clients Webinar

How to Run an Account

Review Webinar

Pricing & Packaging

Webinar

Winning with a

Consultative Sales Process

Advanced Sales Training

Webinars

Goal Setting & Kickoff

Campaign Progress

Update

Campaign Progress Review

Onboarding Strategy

Find all of the Training Resources you will need in the HubSpot Academy!

Blog

Social Media

Keywords

Pages

Calls-to-Action

Landing Pages

Forms

Contacts

Email

Workflows

Lead Scoring

CRM Integrations

Social Media

Smart-Calls-to-Action

Email

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

MASTERY OF THE INBOUND MARKETING METHODOLOGY

SET UP A CAMPAIGN, LAUNCH OFFERS,ANALYZE RESULTS, AND REPORT SUCCESS

Offer

Landing Page + CTA

Workflows

Email Blog

Social

Analyze

THE RECIPE FOR SUCCESS

Invest 5 – 10 hours per week

TAKE 1 CLASS PER WEEK

ADD THE CLASSES TO YOUR CALENDAR

MARKET TOGETHER 2

RECYCLED CONTENT

NEW CONTENT

HUBSPOT eBook KITS

http://academy.hubspot.com/partner-classes/hubspot-var-resources

CONTENT MARKETPLACE

Offer 1 Best Practices: Answers the question “What Do I Need?” Examples: • Guides • eBooks

Offer 2 Best Practices: Answers the question “Why Do I Need it From You?” Examples: • Case Studies • Recorded Webinars

Offer 3 Best Practices: Answers the question “Why Should I Buy Now?” Examples: • Consultations • Audits

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

PLANNING YOUR OFFERS

Awareness Consideration

RELEVANT CONTENT TYPES AT SPECIFIC STAGES OF THE BUYING CYCLE

Decision

eGuides eBooks Whitepapers

Webcasts/ podcasts Comparison Papers Expert eGuides

Vendor/Product Comparisons Trials Product Digests Consultations

How Will You Create Content?

SELL TOGETHER 3

Register Leads with HubSpot.

AUTO LEAD REGISTRATION CONNECTOR (ALRC)

To Set Up ALRC: • Contact your channel account

manager to initiate a joint sales process. (required!)

• We will set up a connection between the forms on your pages and HubSpot’s Salesforce.com

• Automatically register new leads as they come in!

LIST YOUR AGECNY’S SERVICES IN THE MARKETPLACE

GROW AND ACHIEVE SUCCESS WITH THE HUBSPOT VAR PROGRAM!

VAR Sales Tiers

• LINK: Sales Tiers Program Overview • LINK: Current VARs Listed by Tier

SMART GOAL SETTING. 2

WHAT IS SMART GOAL SETTING?

SPECIFIC: significant, simple

MEASURABLE: meaningful, manageable

ATTAINABLE: appropriate, achievable

RELEVANT: results-oriented, realistic

TIMELY: time-oriented, time-based

EXAMINE YOUR CURRENT SITUATION

What are you currently working on?

How are you currently marketing your business?

When do you need to get this done by?

How are you defining success?

POOR EXAMPLES

Rank my website #1 on Google

Get more customers through social media

Grow my business by 10x

SMART GOAL EXAMPLES

Grow traffic through Google and social media by 3x over the course of 1 year

Convert 20% more traffic into prospects and customers by the end of Q3

In 4 months, increase lead to customer conversion rates by 15% using email marketing to convert leads into customers

SMART GOALS DRIVE VISITS, LEADS, & CUSTOMERS

Help.HubSpot.com Tutorial: How to come up with SMART Goals in HubSpot

PERSONA DEVELOPMENT. 3

BEFORE YOUR CREATE YOUR OFFERS YOU NEED TO KNOW YOUR PERSONAS

• What is their age, location, gender, job, income?

• What is their life like?

• What problems do they face?

• What are their pain points? What are their goals?

• What do they use to access information?

• What keywords do they search?

• What value do you bring them?

• What action do you want them to take?

• What are their objections to your product or service?

Enter Answers Into Goals, Personas, Pipeline Doc

What if I need help along the way?

Your Inbound Teacher • Inbound Methodology

• Goal-Driven

Marketing Strategy

Consultant

SUPPORT RESOURCES

Your Software Lifeline

• http://help.hubspot.com

• 1-888-HUBSPOT ex. 3

Your Selling Coach • Sales Coaching

• Selling Opportunities

CAM

Product & VAR Training Classes

• Best practices and tool walkthroughs

• Small class sizes lead by experts • Live presentations with Q&A

• Live workshops

IMPORTANT LINKS

Academy.hubspot.com

Help.HubSpot.com

HubSpot Partners Forum (Linkedin)

GETTING STARTED WITH YOUR HUBSPOT. 4

ON THE BASIC PACKAGE?

TAKE YOUR SITE LIVE! CALL SUPPORT IF YOU NEED HELP!

ON THE PROFESSIONAL PACKAGE?

INSTALL THE TRACKING CODE SET UP THE SUBDOMAIN

LEAD TRACKING CRM INTEGRATION

CALL SUPPORT IF YOU NEED HELP!

SET UP HUBSPOT EMAIL NOTIFICATIONS

RECEIVE HUBSPOT WEEKLY AND MONTHLY UPDATES TO YOUR INBOX

ADD MORE USERS & DEFINE USER ROLES

ACTION ITEMS . 5

DRAFT 1 OFFER TARGETED TOWARDS YOUR CLIENT PERSONA Before your kickoff call

1

Call To Action Landing Page

Thank You Page

YOU’VE ALREADY BEGUN! KEEP ON TRUCKIN’!

WRAP UP & NEXT STEPS.

1. FINISH TECHNICAL INTEGRATION 2. COMPLETE GOAL & PERSONA PLANNING

WORKSHEET (SEND TO YOUR CONSULTANT)

3. START CREATING YOUR FIRST PIECE OF CONTENT

4. ATTEND LANDING PAGES CLASS 5. MEETING WITH YOUR 1X1 CONSULTING TECH SUPPORT: 1-888-HUBSPOT ext3

QUESTIONS?