our call will begin in just a moment please dial in to gotomeeting
TRANSCRIPT
Our call will begin in just a momentPlease dial in to GoToMeeting...
2
HubSpotPartner Success
WorkshopsThursdays, Bi-Monthly @ 2pm EST
Your Host:Nick “Sal”vatorielloSenior Inbound Marketing Consultanthttp://nicksalinbound.com/nick-sal
Recognition
Guest Speaker
Skillz Training
VAR Announcements/Calendar
1
2
3
4
Our Agenda
Attitude/Final Thought53
Partner Success Workshop Archive Page
http://bit.ly/VARPSW
PC
MAC
CHAT WITH US!MESSAGE ME USING THE QUESTION PANEL:-1.) Who you are, where you’re calling from-2.) Name of business-3.) What you’re excited about
1Recognition…
Recognizing [Movers + Shakers!]
3
PR Success: What VARs are Making Headlines?
2Inbound Marketing Success: What content have you been creating in HubSpot?
On-boarding success: What VARs recently were certified?
Sales Tiers Success: Who are our newest leaders on the rise?
4
1
[Webinar]: The
Art & Science of Selling Agency Services: How to Stop the Churn
1 Which VAR Featured on
HubSpot’s VAR Webinar Series?
500 Registered Attendees….
Question:Why aren’t there
more partners making
headlines?
….Do you have an inbound-oriented event coming up
you’d like to promote?
Who has begun
publishing on
HubSpot?1st Offer1st Email1st Blog
2
13
13
Current Section TitleHighlight the current section if using agenda slides as section breaks
1
2
3Who published a Hubspot Blog Post for the first time?
Recognizing:CONTENT CREATION SUCCESS
Who on the call published a lead-gen offer for the first time?
Who on the call published a marketing email in HUBSPOT for the first time?
VAR All-Star Board:
Leaders in…Activation
+Usage
+Results
2
Your Partner All-Star Product Usage Leader Board: 10-12-2012
Question:If you haven’t
begun, when will you start? What can we help you
with?
Which VARs just
got HubSpot Certified since last meeting?
3
3
Anchor Mobile, (IMC = Tim Dearlove)
2 RocketFuel, LLC (IMC = Nick Sal)
Crocodile Marketing, Austrialia VAR! (IMC = Tim Dearlove)
Fruition Interactive (IMC = Al Biedrzycki)4
1
Month 1
Month 2
Month 3
Months 4-8
Months 9+
VAR Training Overview
Campaign Building: Lead Generation
How to Run a 6 and 12 Month Check In Goal Setting &
Planning
Campaign Progress Assessment
Goal: Review Advanced Campaign Performance
Goal: Integration & Lead Generation
Landing Pages Session
CTAs and Thank You Pages Session
Email Training Session
Goal: Campaign Development & Execution
Contacts and Prospects Training
Campaign Building: Promote
Campaign Performance
Driving ROI Session
Analytics & Sources Session
Growing Your Business with HubSpot
Winning with a Consultative Sales Process
Making Happy and Successful Clients with HubSpot
Onboarding Strategy
How to Renew & Retain your HubSpot Clients
Goal: Selling & Onboarding
Ongoing Product Training
Goal: Account Management & Retention
VAR Orientation Session
Question:Have you
completed the
VAR Campaign Courses
?If not now, when?If not you, who?
VAR On-Boarding Success Training:
GUEST STAR…
The Case for Staying Small – Building a
Successful HubSpot VAR
Presented by:Todd Hockenberry, Top Line
ResultsGOLD Tier HubSpot VAR
#inbound12#inbound12
Things we will discuss….
• Top Line Results – Who we are
• Why we did it the way we did
• Thinking small• Building big• Picking the right clients• Structure for success
#inbound12#inbound12
1WHO WE ARE
27
Top Line Results
3
2
1 HubSpotter Since: 2010
www.top-line-results.com Todd Hockenberry – Owner, Founder, Salesman
Number of HubSpotter Powered Clients: 17 New Accounts, 28 HS customer projects
Visits and Leads Generated with HubSpot: way more for our customers than for us!
28
TLR’S G P C T
3
2
1 Goals For HubSpot
Plan/Strategy
Challenges You Faced Before HubSpot
Use it to add value for our clients – not to reach a certain revenue level for TLR
Integrate HubSpot with our marketing and sales expertise to deliver extraordinary value to B2B clients
Lead generation for B2B clients
TimelineAs long as HubSpot is the industry leader
#inbound12#inbound12
Our value statement
We help B2B companies grow their top line by helping people implement common sense sales, marketing, and business development principles.
#inbound12#inbound12
2WHY WE DID IT
THIS WAY
#inbound12#inbound12
• profitability• focus• lifestyle
#inbound12#inbound12
3WHY YOU CAN
STAY SMALL AND SUCCEED
#inbound12#inbound12
You do not need to be a 30 person firm to work with a
large client.
You just need to be valuable.
#inbound12
Business owners want results
• revenue growth• profitability• building management processes• strategy• people development• execution
#inbound12#inbound12
Other reasons to stay small
• outsourcing/contingent workers• technology enables it• risk reduced• many headaches eliminated • profitability Increased• become a trusted advisor – longer
relationships, consult on broader range of issues
• Lifestyle
#inbound12#inbound12
IF YOU SELL RESULTS….. SIZE
DOES NOT MATTER
#inbound12#inbound12
4HOW?
#inbound12#inbound12
Specialize in specific ‘business needs’ not Inbound Marketing tactics
Create real expertise – add Inbound Marketing to it
Diagnose in your marketing, deliver the answers in the engagement
USE inbound marketing to reach goals
#inbound12#inbound12
5PICKING THE
RIGHT CLIENTS
#inbound12
Walt
Walt does not usually hire an agency - he hires people he trusts and knows
#inbound12#inbound12
Selling
• ONLY deal with the economic buyer
• build relationship first, not a proposal or menu
• come to agreement on the issues, the benefits they should expect, and your role in delivering value
• then present a summation of your agreement
#inbound12#inbound12
How do you add value?
Help them reach their business goals
Create meaningful engagements – not projects.
You are a business person, a peer to your clients, not an account manager.
A consultant helps set the goals and keep the client on track to meet them.
#inbound12#inbound12
6STRUCTURE
FOR SUCCESS
#inbound12#inbound12
Structure
• build you own marketing engine
• focus on core client personas
• partnerships• outsourcing
#inbound12
Marketing
• inbound • service Marketplace• referrals• networking• up sell, cross sell
#inbound12#inbound12
Build strategic partnerships
Do what you do best and outsource the rest
• design• graphics• P/R• PPC• writing
#inbound12#inbound12
What to outsource?
• Is it core to the goals of your company?• Is it critical to the success of engagements?• Is it a commodity or easily replaced?• Is it efficient for you to do the work?• Do you make high margins on this work?• Do you enjoy it?
#inbound12#inbound12
Cut to grow
Cut the bottom and replace with higher value clients
Do you like working with them?
#inbound12#inbound12
Set limits
do not be afraid to make your clients follow them
#inbound12#inbound12
@toplineresults.com
www.top-line-results.com
QUESTIONS?
Let’s BrainstormWhat’s 1 key take
away? What’s 1 next
step?
53
Promotion [Calendar + Resources!]
Upcoming Training Opportunities:
Chip & Dan HeathChip & Dan
Heath
PRODUCT: Landing Pages Live Training Session: Fridays from 9-11amChris LoDolche, Inbound Marketing Professor : Register Here
VAR BIZ: How to Renew & Retain HubSpot Clients: Fridays from 1pm-2pm EST Register Here
PRODUCT: Blogging on HubSpot Live Training Session: Fridays from 2-3pm ESTSarah Bedrick, Inbound Marketing Professor: Register Here
PRODUCT: Contacts & Prospects Tools Live Training: Tuesdays from 1-2pm EST Alan Perlman, Inbound Marketing Professor Register Here
VAR BIZ: Making Happy, Successful Clients with HubSpot: Wednesdays from 1-2pm EST Adrianne Mayshar, VAR Consulting Team: Register Here
VAR BIZ: Partner Success Workshops, Episode 4: Thursday, 11/1 from 2-3pm ESTGuest Starring …. bit.ly/VARPSW
More Free Consulting Help Available…
Academy.hubspot.com/register
57
BOOK OF THE MONTH: SWITCH
5
4
3
2
1 Chip & Dan Heath
What looks like a people problem,
is often a situation problem
What looks like laziness may actually
be exhaustion
What looks like resistance, may
actually be a lack of clarity
Tools you need to
motivate change in
your organization
& clients
58
Mission: 30 minutes a day, every day,
then publish a recommendation
5
4
3
2
1 Consider recommendin
g vs. reviewing
Share the learning. What juicy nuggets?
Keep it short: (250-500
words, 2-3 links, 1
descriptive image)
Check the facts (author history, where to buy,
stats ect.)
Draft a bit of the post each
day after reading.
Consulting Guide of the Month:On-Page SEO Worksheet
Updated SEO Strategy + SEO Template from HubSpot's SEO Expert, Rebecca Churt: 10-1-2012
Final Thought….
PSW Speakers –Where Are they Now?IMR Corp: “Schools
Sales Webinar”
IMR Corp –Sales that Scales!
Share the love & support: @imrcorpInbound Marketing for Schools Webinar
THANK YOUTHANK YOUTHANK YOU
QUESTIONS?