
HUBSPOT’S ALL-IN-ONE
MARKETING SOFTWARE
U q
LEAD
GENERATION
BLOGGING &
SOCIAL MEDIA

... brings your whole marketing world to-

M s
gether in one, powerful, integrated system.

Get Found: EMAIL & SEARCH
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing
AUTOMATION OPTIMIZATION
Plus more apps and integrations

g Y
LEAD
MANAGEMENT
MARKETING
ANALYTICS

WWW.HUBSPOT.COM


CONTENTS
YOU’RE A HUBSPOT PARTNER AGENCY /6
LEARN HOW THE HUBSPOT SOFTWARE WORKS /9
I HAVE AN INBOUND LEAD /13
A LEAD BECAME A CUSTOMER /23
ONGOING SUPPORT FOR PARTNER AGENCIES /29
HUBSPOT SOFTWARE TOOLS /32
PARTNER AGENCY TOOLS AND RESOURCES /56
REGISTERING LEADS /58
PARTNER AGENCY TIERS /60
PARTNER PORTAL /63
CUSTOMER HAPPINESS INDEX (CHI) /65
PARTNER AGENCY COMMISSIONS /67
HUBSPOT GLOSSARY /69

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“ Congratulations on becoming

”
a HubSpot Partner Agency!

You’ve joined a growing team of agencies who understand the changing
landscape of marketing! By becoming a HubSpot partner, Marketing

and streamline your client delivery and reporting. We’re looking forward to
growing your business with you!

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My H
ubSp
ot Co
My Channel Account Manager ntact
List
Name:

Email:

My Inbound Marketing Consultant

Name:

Email:

My Account Manager

Name:

Email:

Other Contacts

Billing Questions: Billing@HubSpot.com

VAR Program Manager: VAR-Program@HubSpot.com

Technical Support

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SECTION 1

YOU’RE A
HUBSPOT
PARTNER
AGENCY

WWW.HUBSPOT.COM


You’
re no
waH
Part
Step 1
ner A ubSpot
genc
y!
HubSpot Authorization (Contract for HubSpot portal)

You will receive this from your Channel Account Manager (CAM)

Complete the online billing link

Save a copy of your contract

Step 2

Send your Partner Contract & W9/W8BEN (REQUIRED)

Download the appropriate forms from the Partner contract page on HubSpot.com

Step 3

Register your leads with HubSpot

Register at least 5 leads via this link: http://var.hubspot.com/var_add_lead

WWW.HUBSPOT.COM


You’
re no
waH
Part
ner A ubSpot
Step 4 genc
y!
Participate in your HubSpot product training

1-on-1 training OR HubSpot Academy

1-on-1 training: You will be introduced to your Inbound Marketing Consultant
(IMC)

HubSpot Academy: You will receive a link from your CAM to register for the
HubSpot Academy kickoff call

Step 5

Partner Agency Sales training will begin (usually in week 3)

These sessions are lead by HubSpot Partner team members

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SECTION 2

LEARN HOW
THE HUBSPOT
SOFTWARE
WORKS

WWW.HUBSPOT.COM

HUBSPOT’S PARTNER AGENCY GUIDE

Lear
n
how
Step 1 Softw the Hub
are W Spot
orks
Get introduced to your consulting track (1-on-1 OR HubSpot Academy)

1-on-1 training

You will be introduced to your Inbound Marketing Consultant (IMC)

Schedule a kickoff call with your IMC

HubSpot Academy

You will receive a link from your CAM to register for the HubSpot Academy
kickoff call

Register for your kickoff call

Step 2

If you have a lead, follow the steps in “I have an Inbound Lead!”

WWW.HUBSPOT.COM


Lear
n how
are W Spot
orks
Participate in product training

Consulting framework:

Session 1: Kickoff call

You’ll be introduced to:

The 1-on-1 Partner Agency Learning Center OR the HubSpot Academy
Learning Center depending on your consulting tract

The HubSpot Partner LinkedIn Group

www.hubspot.com/partners

Technical Support

Session 2: Landing pages/CTAs

You’ll receive eBooks you can customize and use for lead generation on your
website

WWW.HUBSPOT.COM


Lear
n how
are W Spot
orks
Consulting framework continued:

Session 3: Lead Nurturing

Session 4: Email Marketing

Session 5: Lead Intelligence

Session 6: Blogging/SEO

Session 7: Reporting

Session 8: Wrap Up

You’ll be introduced to Ongoing Learning Resources

Step 4

Take the HubSpot Partner Exam

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SECTION 3

I HAVE AN
INBOUND LEAD

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
The HubSpot Sales Process is composed of the following steps: Lead
Step 1

Research

Step 2

Prospect

Step 3

Connect call

Step 4

Step 5

Diagnostic & goal setting call

Optional Steps

Present solution - demo

Trial process

Step 6

Agree on contract scope / fee

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 1 Lead
Research

Ensure you’ve registered your lead: http://var.hubspot.com/var_add_lead

Goal of Research
Determine the priority of the lead (High/Med/Low)

Understand the company and contact’s sophistication with inbound marketing
Identify opportunities for personalization, trust development, rapport building

How to Research
Is the goal of the website to generate leads?
Look for contact us / conversion forms, or shopping carts
Check whether the lead contact is on the management team
Who does the company target? (B2B vs B2C?)
Are the page titles and URLs currently optimized for search engines?
Is there under-utilized content in PDFs or long FAQ pages?
Do they have active social media accounts across different communities?
Do they have calls-to-action (CTAs) placed prominently on their site?
Do those CTAs lead to well-designed landing pages that give away compelling
offers?

Tools
Marketing Grader

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 2 Lead
Prospect

Goal of Prospect
Try to get the person to pick up the phone or connect with you

How to Prospect
Do a series of voicemails and email attempts until you get a connect
Always follow a voicemail with an email (up to 5 vmail/emails)
Schedule times in your Calendar to do this

Tools
Prospecting webinar

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 3 Lead
Connect call

Goal of the Connect call
Establish an initial relationship with your prospect
Build initial credibility and rapport
Begin the qualifying process

How to Connect
Use the connect call playbook

Make sure to ask if there is anyone else they should include on the call (e.g.
business partners, co-founders, etc) then:
Set date and time
Send a meeting invite
Write down the activity in your records

It’s ok to cut them loose
“It doesn’t sound like you guys really have any challenges that you really
need any help with. It sounds like you’re very happy with your business and

Tools
Marketing Grader

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 4 Lead
Inbound Marketing Assessment (IMA) / Exploratory call

Goal of the IMA / Exploratory call
To QUALIFY!
Continue to establish a relationship with your prospect
Build additional credibility and establish trust

How to do an IMA / Exploratory call

change it, and how they currently plan to do so
Leverage questions around GPCT & BANT:
GPCT: Goals, Plans, Challenges, Timelines
BANT: Budget, Authority, Need, Timelines
If you want to move forward:
Schedule the diagnostic call
If you don’t want to move forward:
Send them free resources, like Marketing Grader, or one of your eBooks, and
let them go

Tools
Your CAM can help you prepare for this call

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 5 Lead
Diagnostic & Goal Setting call

Goal of the Diagnostic call

Start to make the case for your monthly retainer

How to do a Diagnostic call

Do they have growth goals?
Are the growth goals written down?
How do they plan to achieve this planned growth?
When do they need to achieve this growth by?
What happens if they don’t achieve this growth?
How much can they afford to invest?
Can you actually help them?

Tools
Prospect Assessment Tool that includes the Inbound Calculator (tool and
webinar)

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Optional Lead
Present Solution - Demo

Goal of the Demo
If it’s required to present the tools, leverage your CAM to run the call

How to do a Demo
Complete the trial checklist
Create a trial for your demo using the trial checklist
Reiterate their GPCT and how it will be solved via your services (which uses the
HubSpot software to accomplish)

Tools
Trial checklist
Create a free trial
Your CAM can help with this call

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Optional Lead
Trial Process

Goal of the Trial
To show your agency’s value and win a deal

How to run a Trial
Create a free trial
Use the inbound marketing workbook to set up the trial
Set up landing pages with compelling offers

Do keyword research and start blogging
Set up social media monitoring
Preparing for the trial call:
Which offers and landing pages are performing?
Which keywords are performing?
Which channels are performing?

Tools
Create a free trial
Inbound Marketing Workbook
How to use a trial webinar

WWW.HUBSPOT.COM


I hav
e an
Inbo
und
Step 6 Lead
Agree on Contract Scope / Fee

Tools
Your CAM can help you with this
HubSpot pricing page
Retainer quoting tool and webinar
Alert your CAM of the new client and send the signed contract to HubSpot if
applicable

WWW.HUBSPOT.COM


SECTION 4

A LEAD BECAME
A CUSTOMER

WWW.HUBSPOT.COM


The
se p
and age
use s ca
d wi nb
th y e print
our e
You will receive an email with a login to your new client’s clien d
HubSpot portal. Use the client onboarding checklist to begin setting up ts!
their HubSpot portal and start delivering services to your client.

Onboarding Checklist

Before you receive a signed client contract:
Find out GPCT/BANT
(Optional) Set-up a Hubspot trial
(Optional) Collect 4-5 competitors from the prospect and upload them to the
HubSpot trial
Complete a Marketing Grader report
Complete the Prospect Assessment Tool which includes the Inbound
Marketing Calculator

Before the client kickoff call:
Ratify the client contract and send a copy to client
Get the signed contract back from the client
Mark the client lead as “closed won”
Email the client with “to-do” items for the client kickoff meeting (see Client
Responsibilities)
Schedule invoicing for the client
Schedule the kickoff meeting with the client
Register IP addresses on the client’s Hubspot platform for client IPs and
agency IPs

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A Le
ad B
Onboarding Checklist a Cu ecame
stom
er
Internal agency meeting before the click kickoff call:
The Sales team shares client’s needs, touchy topics and other info from the
sales process
Walk-through the Marketing Grader report
Walk-through the client contract
List 3 potential pitfalls and how preemptively get around them
Create a plan of attack

Client responsibilities:
Get contact information for all people on the client’s team that will be
involved

Send a description of who your ideal customer or persona is/are
Grant the agency access to your website CMS (if you’re not being hosted on
HubSpot)
Grant the agency admin access to your Facebook page, Twitter account, and
any other social media or online outlets for content promotion
If the client does not have social media accounts, recommend at least
two of the following depending on their industry: Facebook, Twitter,
LinkedIn, SlideShare
Send your lead database to the agency for import to Hubspot platform (CSV

Send brochures, technical manuals, past articles written by your team,
scripts, press releases, logos, graphics, email newsletters, and any other
marketing materials to the agency for uploading to your HubSpot portal

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A Le
ad B
stom
er
After the kickoff call:
Upload client leads to HubSpot
Upload all brochures, manuals, etc. to the client’s HubSpot portal

Add the following apps to the client’s Hubspot platform: Benchmarks, Analyze
Your Landing Pages, Social Media Publishing and Report Keeper
Upload the client’s competitors to the Competitors app gathered during sales
process
If the customer will be on the HubSpot CMS:
Migrate the client’s website onto the HubSpot CMS
Take the client’s HubSpot-hosted website live
If the customer is not on the HubSpot CMS:
Install the HubSpot Tracking code on their website
Create a subdomain for the client’s HubSpot-hosted landing pagesand
blog
Take the client’s HubSpot-hosted subdomain live
Submit the customer’s website to Google, Bing and Yahoo via webmaster
tools
Set up the client’s blog on HubSpot, or transfer blog content from their

If the client has HubSpot Professional or Enterprise and a CRM, connect the
two via the HubSpot API
Use the Salesforce or Sugar Connector if the client has Salesforce or
SugarCRM
Upload the client’s keyword to the Keywords app in HubSpot
Link the client’s social media accounts with their HubSpot portal

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A Le
ad B
stom
er
After the kickoff call (continued):
Install “Facebook Welcome” on the client’s Facebook page that leads to a
conversion page
Brainstorm long tail keywords to spur your content creation strategy

keywords

Brainstorm potential TOFU and MOFU offers
Create an initial report with starting benchmarks and upload it to the Report
Keeper
Create an inbound strategy for your client:

Ensure those pages have at least one CTA on them above the fold
Write 2 blog articles each week and have them auto-publish to their
social media accounts
Identify industry websites to reach out to for relationship development
Grow their social media followers (set monthly benchmarks)
Identify website directories and industry sites to submit the website to
for inbound links

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A Le
ad B
stom
er
After the kickoff call (continued):
Do they need more leads?
Create at least two pieces of high quality content to use as offers (one
offer should be top of the funnel, the other, middle of the funnel)
Create a landing page with a form for each offer
Create a thank you page for each offer
Create a CTA for each offer

and link them to the appropriate landing page and thank you page
Place a CTA at the bottom of every blog article
Do they need more customers?
Using List Manager, create targeted lists of leads and customers
already in the customer’s HubSpot account
Send a targeted email to each list that encourages them to click
on a link that leads to a landing page on the client’s website and
encourages a conversion event
Create a lead nurturing campaign for all top of the funnel offer landing
pages to move leads further down the funnel before sending them to
a Sales team member
Use data from Leads and Sources, to identify what pages and
out which material leads to favorable results and replicate it.
Do A/B testing with CTA and Landing Pages to raise conversion rates
Present your client with a monthly report
Use Sources
Use HubSpot’s monthly report builder - It will be
emailed to you each month. Contact Technical Support
if you do not receive it.

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SECTION 5

ONGOING
SUPPORT
FOR PARTNER
AGENCIES

WWW.HUBSPOT.COM


Ongo
for P ing Supp
artne o
r Age rt
ncie
HubSpot has created a variety of tools, webinars and outreach to help s
you achieve your sales and business goals. We’ve broken down the agency
process into three high-level areas and have created resources for each. We welcome
your participation in the areas you feel are most pertinent to achieving your agency
goals!

I need help generating I need help closing more I need help keeping my
more leads leads into customers customers happy

Your CAM is available for: Your CAM is available for:
Funnel review sessions Funnel review sessions
Sales support to help Sales support to help
you close deals you close deals
Assistance with account Assistance with account
upgrades upgrades
Role play practice Role play practice

Thursdays at 11am EST Thursdays at 11am EST

HubSpot Partner LinkedIn HubSpot Partner LinkedIn HubSpot Partner LinkedIn
Group Group Group

Ongoing Learning Center Ongoing Learning Center Ongoing Learning Center

HubSpot Forums HubSpot Forums

Service Marketplace Service Marketplace

Advanced Sales Training Advanced Sales Training
Webinars Webinars

WWW.HUBSPOT.COM


Ongo
for P ing Supp
artne o
r Age rt
Additional Partner Agency Resources
ncie
s
Weekly Partner Agency Newsletter automatically delivered on Mondays
White-labeled lead generation eBooks and papers
New eBooks and papers will be delivered via the weekly Partner Agency
Newsletter
Local HUGS: Local HubSpot user groups that typically meet once a quarter
Consider starting one if not in your area
Inbound Conference: A 3-day marketing conference run by HubSpot
Special Rates for HubSpot partners
Breakout sessions for Partner Agencies
Deeper dive on HubSpot’s Service Marketplace
Advanced product training on HubSpot to/for Agencies

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SECTION 6

HUBSPOT
SOFTWARE
TOOLS

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HubS
pot S
oftw
HubSpot Software Tools are T
ools

This section contains a full list of the HubSpot software tools. Each application
includes a listing of what the tool does, the value of the tool, competitors that focus
on that vertical and sales tie downs. Links to additional information are included.

U q
LEAD
GENERATION
BLOGGING &
SOCIAL MEDIA

M s
EMAIL &
AUTOMATION
SEARCH
OPTIMIZATION

g Y
LEAD
MANAGEMENT
MARKETING
ANALYTICS

WWW.HUBSPOT.COM


Dashboard
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS
What the Product Does
A dashboard to monitor your vital marketing statistics

The Value of the Product
Easily identify marketing wins and areas for improvement with HubSpot’s
personalized marketing tactic recommendations

Competitors
Google Analytics
WordPress

Sales Tie Downs
How would customized marketing recommendations streamline your marketing
efforts?

WWW.HUBSPOT.COM


q
HubS
pot S
oftw
Blogging are T
ools
BLOGGING &
http://www.hubspot.com/products/business-blog/ SOCIAL MEDIA

World-class blogging software makes it easy to create content that will help your
business get found in search engines, engage prospects, and generate leads.
Content creation is the foundation of any successful inbound marketing strategy.
(Advanced): Set blog user roles and integrate with other systems via the HubSpot
Blog API

Create professional, SEO optimized blog posts quickly and easily
Integrate with HubSpot’s SEO tools to help you get found in search engines
Automatically publish your posts through Social Media
Create Calls to Action and analyze the ROI of your blogging efforts

Competitors
WordPress
Blogger
Compendium
TypePad

Sales Tie Downs
How would the blogging tool streamline your own content creation efforts?

WWW.HUBSPOT.COM


Content Management System (CMS)
HubS
s
pot S
oftw
SEARCH
are T
ools
OPTIMIZATION
http://www.hubspot.com/products/content-management/

HubSpot’s easy-to-use website content management system gives you control
over your website so you can change and add pages within seconds. Updating
your site is as easy as creating a Microsoft Word document.

Quickly and easily edit your website, landing pages and forms - no code required
Integrate your website with Social Media
Capture leads with landing pages and forms

Competitors
Joomla
Drupal
WordPress
Intuit

Sales Tie Downs
What advantages would the CMS give you in your business day to day?

WWW.HUBSPOT.COM


Keywords
HubS
s
pot S
oftw
SEARCH
are T
ools
OPTIMIZATION
http://www.hubspot.com/products/keyword-grader

Find out what keywords you’re ranking for and track your progress over time
Group your keywords by campaign, and track metrics for each group
Analyzes your keywords and recommends keywords you should target, create

The best keywords are relevant to your business, searched often, and non-
competitive. Keywords helps you develop a list of hundreds of potential keywords

With Keywords, you can track your progress on search terms over time so you

Keywords helps you to determine what content is most important to your website
visitors so you can develop content that responds to what they are searching for

Competitors
SEOmoz
Google Analytics/Google Adwords tool
Raven Tools

Sales Tie Downs
How would having access to keywords change the way you think about the words

WWW.HUBSPOT.COM


Page Grader
HubS
s
pot S
oftw
SEARCH
are T
ools
OPTIMIZATION
http://www.hubspot.com/products/page-grader/

See how well your page is optimized for search.
Understand what keywords your page currently ranks for
Get an analysis of your inbound and internal links

Search engine optimization relies on a number of factors, so Page Grader
assesses how well each page of your site is optimized, making it easy for you to

HubSpot’s Page Grader gives you both the raw data and information about your
pages
Verify that your content is driving the right visitors to your site by seeing which

Competitors

Sales Tie Downs
With insight into your best and most under-utilized web assets how would you
use that information to drive more visits, leads and clients?

WWW.HUBSPOT.COM


Link Grader
HubS
s
pot S

SEARCH
oftw
are T
ools
OPTIMIZATION
http://www.hubspot.com/products/link-grader-link-analysis/

Track how your links are doing over time
See the inbound links of your competitors

Understand the value of your inbound links so you know whether you could work
with linking websites to improve your link even more
Identify new opportunities to attract inbound links
The Link Grader competitors tool gives you access to data about other sites you
might partner with or provide content in order to generate additional inbound
links

Competitors
Google Webmaster Tools
SEOmoz

Sales Tie Downs
How does having insight into which blogs and directories link to your competitors
alter your current link building strategy?

WWW.HUBSPOT.COM


q
HubS
pot S
oftw
Social Media are T
ools
BLOGGING &
http://www.hubspot.com/products/social-media/ SOCIAL MEDIA

Automatically publish content from your HubSpot blog to your social media
accounts
Monitor social media for your brand and key industry terms
Analyze the effect that social media is having on your business and calculate ROI
Schedule tweets, Facebook messages and LinkedIn posts with the free Social
Media App: https://app.hubspot.com/market/front/socialmedia

Monitor social media for your brand and industry terms - easily engage with

Generate leads directly from your Facebook Business Page with HubSpot’s free
Facebook Welcome App
HubSpot makes it easy to calculate and report on the ROI of your Social Media
efforts that let you know if your moving in the right direction

Competitors
Hootsuite or Tweetdeck
Omniture
Radian6

Sales Tie Downs
How would monitoring key social media environments help you manage the way
in which you present your business online?

WWW.HUBSPOT.COM


HubS

Email Manager
M
pot S
oftw
EMAIL &
AUTOMATION
are T
ools

http://www.hubspot.com/products/email-marketing/

Allows you to send a single email to a few leads, or a personalized offer to a
large segment
Sends CAN-SPAM compliant emails


Automatically integrate with your marketing database, website and landing
pages so your email tools and your marketing database are in one system
Use your leads’ web sessions and form submissions to segment and target the
right prospect with the right offer at the right time
Create customizable HTML Email Templates or use professionally designed stock
templates that are already optimized for mobile and proven to convert

Competitors
Aweber
Constant Contact
iContact
MailChimp
Vertical Response

Sales Tie Downs
How would the HubSpot ESP streamline your current email marketing efforts?

WWW.HUBSPOT.COM


U
HubS
pot S
oftw
Prospects are T
ools
LEAD
GENERATION
http://www.hubspot.com/products/prospect-tracking/


with your sales team

With HubSpot’s Prospect Tracking tool, you can identify the companies that are

Sort prospects by geography and understand how far awareness has spread
about your company

data from Prospects is attached to their Lead Record so you can sell to them
with a full understanding of their needs and interests

Competitors
LeadLander
LoopFuse

Sales Tie Downs
How would having detailed intelligence on your website leads change your sales
process?

WWW.HUBSPOT.COM


U
HubS
pot S
oftw
Landing Pages are T
ools
LEAD
GENERATION
http://www.hubspot.com/products/landing-pages/

HubSpot software provides tools to let non-technical marketers create targeted
landing pages and lead-capture forms to convert more visitors into sales leads

Quickly and easily create landing pages and capture leads from your website
with having to wait for IT
Landing pages are set up on a custom sub-domain so that your visitors will never
have to leave your website

offers are doing best and easy report on your success
HubSpot’s landing pages automatically integrate with our email and lead
nurturing tools, allowing you to trigger tailored communications based on activity
on your landing pages. Our landing pages can also be synced with any API
enabled CRM system

Competitors
Marketo
Omniture
Eloqua
WordPress

Sales Tie Downs

WWW.HUBSPOT.COM


U
HubS
pot S
oftw
Advanced Landing Pages (HubSpot Enterprise) are T
ools
LEAD
GENERATION
http://www.hubspot.com/products/advanced-landing-pages

Advanced landing pages enable you to import and clone pages with the click of a
button and A/B test as many variations as you want

Create pages that match your web site’s messaging to individual
advertisements, customer segments, and acquisition channels.

Easily A/B test single page elements, multiple page elements, or entire pages

lead data straight into your choice of CRM and/or email marketing system

Competitors
Marketo
Omniture
Eloqua

Sales Tie Downs
How would you use A/B testing to get more insight in to how potential clients
engage with you and your offerings?

WWW.HUBSPOT.COM


HubS

Lead Intelligence (Leads)
pot S
g
LEAD
oftw

MANAGEMENT
are T
ools

http://www.hubspot.com/products/lead-tracking/

See what your leads are doing on your website
Get a customer lead grade in HubSpot Professional or Enterprise with the free
Lead Grader app: https://app.hubspot.com/market/front/leadgrader

Understand what content led your leads to convert, so you can tailor your

Leverage data at the individual level to send more personalized communications
and offers

so that sales people can build more personalized relationships
Get lead intelligence into your CRM system through a .CSV import, or by
connecting your CRM through the HubSpot API

Competitors
Marketo
Omniture
Eloqua

Sales Tie Downs
How would having detailed intelligence on your website leads change your sales
process?

WWW.HUBSPOT.COM


HubS

List Manager g
pot S

LEAD
oftw

MANAGEMENT
are T
ools

List Manager Frequently Askes Questions

List Manager allows you to create targeted lists of leads and customers based
on the information you have about them

Easily create lists of prospects, leads and customers for high conversion targeted
outreach

Competitors
CRM systems
Silverpop
Eloqua
Marketo

MailChimp
iContact

Sales Tie Downs
How would having a dynamic lead segmentation tool change the way you
organize and market to your database?

WWW.HUBSPOT.COM


HubS

Lead Nurturing
M
pot S
oftw
EMAIL &
AUTOMATION
are T
ools

http://www.hubspot.com/products/lead-nurturing/


customized emails

HubSpot’s lead nurturing tool enables you to send a cadence of customized
emails to new online leads easing them through the decision process and
improving your lead-to-customer conversions
If leads convert on a given email, the lead nurturing tool can automatically
remove them from that campaign and add them to a new, more relevant
campaign
Set email timing based on your company’s sales cycles (up to a year in advance)
and create up to ten templates for on-brand communications

Competitors
Silverpop
Eloqua
Marketo

Sales Tie Downs
How would automating your marketing funnel make it easier for you to identify
your best prospects? Would that change your current business development
efforts?

WWW.HUBSPOT.COM


HubS

Advanced Marketing Automation (HubSpot Enterprise)
M
pot S
oftw
EMAIL &
AUTOMATION
are T
ools

http://www.hubspot.com/products/marketing-automation

Trigger cross-channel communications via email, mobile, and even social
channels based on user behavior

Nurture leads and send them information only when it is most relevant to their
buying cycle
Tailor communications based on their interactions with your company on
social media, in help desks and through their billing history and get a more
comprehensive understanding of your leads and customers
After a lead becomes a customer, continue to use the tool to keep customers
engaged and address problems or issues quickly, ultimately reducing churn and

Competitors
Silverpop
Eloqua
Marketo

Sales Tie Downs
What would you be able to accomplish if you could trigger targeted messages

WWW.HUBSPOT.COM


Blog Analytics
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS
http://www.hubspot.com/products/business-blog-analytics/

Helps you assess the impact of your blog
Blog analytics can be used for blogs that use the HubSpot content management
system and for blogs published on many other major blog publishing platforms

Helps you understand what posts actually draw in website visitors and inbound
links so you can make smart decisions about ongoing content creation

Competitors
WordPress
Google Analytics

Sales Tie Downs
What decisions would you make having deeper insights into which authors and
content drive the most visits, links and social media visibility?

WWW.HUBSPOT.COM


Reach
HubS
Y
pot S
oftw
are T
MARKETING
ools
ANALYTICS
http://www.hubspot.com/products/marketing-analytics/

Tracks the size of your company’s community over time

Easily identify audience growth without any number crunching

Competitors
Manually adding up various community counts

Sales Tie Downs
What decisions would you make having deeper insights into which social media
channels drive the most visits to your website?

WWW.HUBSPOT.COM


Competitors
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS
http://www.hubspot.com/products/competitor-tracking/

Compare and track important site performance metrics to key competitors

HubSpot Competitors makes it easy to see how your efforts are paying off over
time in comparison to up to ten competitors
Measure your web performance against competing sites over time so that you
can learn from them and adjust your strategy to eat their lunch

Competitors
Google Trends
Compete

Google Insights for Search

Sales Tie Downs
How would having access to deep competitive intelligence alter the way you think
about marketing your company?

WWW.HUBSPOT.COM


Sources
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS

See how different sources have driven visits, leads, and customers to your site
Gain insight into what is driving your leads decisions and what you can do to
improve your marketing and increase conversions

Sources bridges the gap between your contacts and your online tracking,
allowing you associate an individual lead with an otherwise anonymous “visitor,”
giving you powerful marketing and sales reports
See your entire funnel from visit, to lead, to customer and calculate ROI (Closed
Loop Reporting)

Competitors
Google Analytics

Sales Tie Downs
How would you use closed loop marketing analytics to make key decisions about

WWW.HUBSPOT.COM


Visits by Page
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS

Shows you what pages website visitors are looking at

Understand which pages get the most visibility to prioritize your website efforts

Competitors
Google Analytics

Sales Tie Downs
With insight into your best and most under-utilized web assets how would you
use that information to drive more visits, leads and clients?

WWW.HUBSPOT.COM


Advanced Marketing Reports (HubSpot Enterprise)
HubS
Y
pot S
oftw
MARKETING
are T
ools
ANALYTICS
http://www.hubspot.com/products/advanced-analytics/

You can see all of your channels and platforms in one report and compare the
effectiveness across common key performance indicators
Finds out who your best customers are

The value of the product See how your customers are navigating social media,
email, mobile and third-party apps to understand which channels are most
effective at driving conversions
See what marketing efforts, channels and content are driving your revenue so

Understand how customers are upgrading and renewing their subscriptions or
making purchases over time to increase revenue per customer

Competitors
Marketo
Eloqua
Silverpop

Sales Tie Downs
How would being able to tie revenue back to a single customers online activities
change the way you market today?

process?

WWW.HUBSPOT.COM


HubS
pot S
oftw
App Marketplace are T
ools

http://app.hubspot.com/market/front/list

What is the App Marketplace?

today, with more than a dozen approved applications being used by more than

The Value of the Marketplace
Just like adding a new app to your Android device or iPhone or iPad, marketing
professionals can install and start using a new application from a third-party
developer in just one click
The HubSpot App Marketplace is a showcase of third-party applications that
provide marketers with valuable insight and tools across the spectrum of their
day-to-day marketing activities

Competitors
None

Sales Tie Downs
How would having the ability to customize your marketing needs help you close
business?

WWW.HUBSPOT.COM


SECTION 7

PARTNER
AGENCY
TOOLS AND
RESOURCES

WWW.HUBSPOT.COM


Part
n
Tools er Agen
Partner Tools & Resources & Re cy
sour
ces
HubSpot Partners LinkedIn Group
Partner section of the HubSpot website
Local HUGS
Inbound Conference
Service Marketplace

Partner Portal

Sales Process Tools & Resources

HubSpot Pricing Page
Register a Lead
Marketing Grader
Create a Free Trial & Trial Checklist
Prospect Assessment Tool & Inbound Marketing Calculator
Inbound Marketing Workbook
Retainer Quoting Tool
Advanced product training on HubSpot to/for Agencies

Software Support Tools & Resources

Ongoing Learning Center
Technical Support
HubSpot Forums
App Marketplace

WWW.HUBSPOT.COM


SECTION 8

REGISTERING
LEADS

WWW.HUBSPOT.COM


Regi
steri
ng Lead
How to Register your Leads
s

Register your leads via the following link: http://var.hubspot.com/var_add_lead
You must enter your prospect/client’s ACTUAL email address, name and website
address
For each contact you want to register, you must enter a unique email address
You also must enter the company name and contact info as we have it in our
records, which is most likely the company name you shared with us

Why Should I Register my Leads?

It allows you to use your CAM in the sales process if you need help
Helps ensure your commission if the client become a HubSpot customer through
you
If your prospect converts into a lead on the HubSpot site, our system will detect
that it is your lead and it will NOT be assigned to one of our direct sales reps

WWW.HUBSPOT.COM


SECTION 9

PARTNER
AGENCY TIERS

WWW.HUBSPOT.COM


Part
ner Age
ncy T
How to Register your Leads iers
HubSpot’s Partner Agency Tier Program is designed to reward
agencies who sign up new, long-term customers to use HubSpot’s software.
Partners will be measured on how many active HubSpot subscriptions are associated
with their agency, and the average age and product usage of those customers.
Partners will be rewarded with service and co-marketing packages that get increasingly

Have an active URL & pass our
Rewards

Sales support for registered opportunities
Co-branded and white label lead generation materials

Passing score on
Partner portal subscription

Rewards

Partner-created case study (1/yr)
Authoring rights to 1 HubSpot blog/year
HubSpot quote in Partner-lead press release
6 month strategy session for active accounts

WWW.HUBSPOT.COM


Part
ner Age
ncy T
iers
Passing score on

Rewards
All of the items for HubSpot Silver PLUS
Authoring rights to 2 HubSpot blogs/year
HubSpot speaker on 1 Partner lead webinar/year
Partner showcase
Quarterly strategy session for active accounts
Dedicated IMC

Passing score on

Rewards
All of the items for HubSpot Gold PLUS
Partner-created case study (2/yr)
Authoring rights to 3 HubSpot blog posts/yr
Day at HubSpot

Monthly strategy session

WWW.HUBSPOT.COM


SECTION 10

PARTNER
PORTAL

WWW.HUBSPOT.COM


Part
ner Por
tal
What is the Partner Portal?
The partner portal is where you can manage all of your HubSpot
leads and customers, as well as see all of the services you are providing for Service
Marketplace buyers
It is a pre-requisite for being a listed Service Marketplace provider.

Value of the Partner Portal

Easily track all of your leads and record your sales efforts in one place
Easily track all marketplace transactions
See valuable data HubSpot tracks on HubSpot customers, like logins, usage,

Get access to a variety of customer email templates

For More Information

Visit: http://services.hubspot.com/reporting-transactions

WWW.HUBSPOT.COM


SECTION 11

CUSTOMER
HAPPINESS
INDEX (CHI)

WWW.HUBSPOT.COM


Cust
ome
r Ha
ppin
(CHI ess Inde
What is CHI?
) x
HubSpot measures the success of each customer using a

How is CHI Calculated?

CHI/

HubSpot takes the number of “customers” you are working with. This
includes any customers you’ve completed work for, or are actively engaged in

only requested your services, put your service on hold, or cancelled your
service.

Our algorithm considers HubSpot software setup, usage, volume and quality

keyword rankings, subscribers, followers, etc.)

We take a CHI score snapshot every Thursday night and update the scores
on Friday

Contact your CAM

WWW.HUBSPOT.COM


SECTION 12

PARTNER
AGENCY
COMMISSIONS

WWW.HUBSPOT.COM


Part
ner A
Com genc
miss y
What are Partner Agency Commissions?
ions
If a HubSpot Partner Agency sells the HubSpot software as a part
commission from the sale of the software for the life of the customer’s contract with
HubSpot.

How is the commission paid?
We pay commission quarterly
Checks are mailed two months after each quarter’s end
All commission payments are in USD

What do I need in order to receive Partner Agency commissions?
HubSpot Partner Contract
W9 or W8BEN
Sell a HubSpot software subscription and submit a copy of the contract to your
CAM

Questions?
Billing@HubSpot.com

WWW.HUBSPOT.COM


SECTION 13

HUBSPOT
GLOSSARY

WWW.HUBSPOT.COM


HubS
pot G
A
lossa
ry
AM: Account Manager
API: Application Programming Interface
B
B2B: Business to Business
B2C: Business to Consumer
C
CAC: Channel Account Coordinator
CAM: Channel Account Manager
CDR: Channel Development Representative
CHI
CMS: Content Management System
CRM: Customer Relationship Management
E
EM: Email Marketing
G
GA: Google Analytics
H
HUG: HubSpot User Group
I
IMA: Inbound Marketing Assessment
IMC: Inbound Marketing Consultant
IMU: Inbound Marketing University
Inbound Conference: Formerly known as HUGS, the HubSpot User Group Summit

WWW.HUBSPOT.COM


HubS
pot G
L
lossa
ry
LG: Link Grader
LN: Lead Nurturing
LP: Landing Page
M
MGR: Marketing Grader
MOFU: Middle of the Funnel
MRR: Monthly Recurring Revenue
P
PG: Page Grader
PM: Product Manager
S
SFDC: Salesforce.com
SMB: Small or Medium Sized Business
T
TOFU: Top of the Funnel
V
VAR: Value Added Reseller
VSB: Very Small Business

WWW.HUBSPOT.COM


Note
s

WWW.HUBSPOT.COM

Hub spot partner agency guide 2012

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Hub spot partner agency guide 2012