22. Pete recently
shared his process with
OpenView Labs.
Here are the 7 steps that
built HubSpot’s channel
sales program.
23. 1 Don’t pitch agencies.
Attract them using
inbound marketing.
24. Free webinars targeted
specifically to
marketing agencies
were used to attract
potential partners.
25. Free webinars targeted
specifically to
marketing agencies
were used to attract
potential partners.
The interest poured in.
26. Free webinars targeted
specifically to
marketing agencies
were used to attract
potential partners.
The interest poured in.
The team never had to
contact an agency that
hadn’t contacted them
first.
27. Free webinars targeted
specifically to
marketing agencies
were used to attract
potential partners.
The interest poured in.
The team never had to
contact an agency that
hadn’t contacted them
first.
(Inbound marketing FTW)
28. 2 Help your partners first.
Then help their clients.
29. At first, reseller leads
were put into a lead
queue, and called by the
next rep in the rotation.
30. At first, reseller leads
were put into a lead
queue, and called by the
next rep in the rotation.
That didn’t work so well.
31. At first, reseller leads
were put into a lead
queue, and called by the
next rep in the rotation.
That didn’t work so well.
Sales reps spent a lot of
time talking to marketing
consultants who couldn’t
buy the software.
32. At first, reseller leads
were put into a lead
queue, and called by the
next rep in the rotation.
That didn’t work so well.
Sales reps spent a lot of
time talking to marketing
consultants who couldn’t
buy the software.
They had too many
problems to deal with.
34. So the channel team changed the message.
“How can we help you solve your problems before
we move on to your clients’?”
35. So the channel team changed the message.
“How can we help you solve your problems before
we move on to your clients’?”
This resonated with agencies.
38. Over the years,
HubSpot got bigger.
The software’s
functionality
deepened.
39. Over the years,
HubSpot got bigger.
The software’s
functionality
deepened.
And broadened.
40. Over the years,
HubSpot got bigger.
The software’s
functionality
deepened.
And broadened.
This was good for
partners, as they
could provide more
bang for their clients
on the same buck.
41. Over the years,
HubSpot got bigger.
The software’s
functionality
deepened.
And broadened.
They
were
happy
with the
all in one
platform.
This was good for
partners, as they
could provide more
bang for their clients
on the same buck.
47. But HubSpot took a
different tack.
No additional costs outside of
those paid by a traditional
customer.
No limit on support calls.
48. But HubSpot took a
different tack.
No additional costs outside of
those paid by a traditional
customer.
No limit on support calls.
This meant even small
agencies could
become partners.
56. Crunch the numbers
and make sure the
economics work at
scale.
(Otherwise you might be in a
crunch).
57. Crunch the numbers
and make sure the
economics work at
scale.
(Otherwise you might be in a
crunch).
It took some time, but
we were able to prove
the model out.