how to hire a hubspot agency partner

Working with a HubSpot Partner

And, Fun with Venn Diagrams

Who We Are

Matt RiveraVP, Marketing & CommunicationsYoh27th Largest Staffing Company in the USGreen Tea Junkie, Musician and DJ@PhillyRivera

Tiffany SauderPresidentElement ThreePlatinum, HubSpot PartnerBrand-Driven Inbound Agency@TiffanySauder

AGENDAWHY are we doing this workHOW are we doing to workWHAT are we doing to do

AND, some tools and suggestions

Corporate Marketing Bingo

OutboundMarketing

Inbound Marketing

Website Development Creative

Video SEC/PPC Events Public Relations

Brand Management

Brand Development Strategy Marketing

Analytics

Email Marketing

Content Management

SystemCRM UNKNOWN

The Marketing Team

5

STRATEGY & MANAGEMENT

VP Marketing & Communications

MARKETING COMMUNICATIONS

Director of Marketing Communications

CANDIDATE MARKETING

Director of Candidate Marketing

DESIGN/ PRODUCTION

Manager, Marketing Communications

INBOUND & EMAIL MARKETING

InBound Marketing Specialist

JOB POSTINGS & SOCIAL MEDIA

Candidate Marketing Specialist

JOB POSTINGS & BLOG

Candidate Marketing Administrator

The Marketing Decision Making Team

6

STRATEGY & MANAGEMENT

VP Marketing & Communications

MARKETING COMMUNICATIONS

Director of Marketing Communications

CANDIDATE MARKETING

Director of Candidate Marketing

DESIGN/ PRODUCTION

Manager, Marketing Communications

INBOUND & EMAIL MARKETING

InBound Marketing Specialist

JOB POSTINGS & SOCIAL MEDIA

Candidate Marketing Specialist

JOB POSTINGS & BLOG

Candidate Marketing Administrator

President

CEO/ Owner

DEFINE OBJECTIVES AND ROLES

(FOR EVERYONE. INCLUDING YOU, YOUR

TEAM, YOUR AGENCY AND YOUR BOSS)

Working Together

• One Long List• All Things Were Equal• Relationship Was Dominated by One Big Project

• Everything Else Was Still Happening

• High Expectations• Stretched Resources

BEFORE

Working Together

• Bucket of Time for On-Going Needs

• Defined Projects• Big Projects Broken Down

• A/B/C Priorities• Flexibility for New Projects

• Highly Defined Expectations

AFTER

What Works and What Doesn’t

• Single point of contact• Accountability• Long View of the Partnership

• Two-Way Communication• Clearly Defined Requirements

• Clear Approval Process• An Understanding of Each Other’s Resources

• Giving Each Other a Break

•Blame Game•Short View of the Partnership

•One-way Communications and Declarations

•Unclear Requirements•No Understanding of Each Other’s Process

•No Flexibility

Don’t Do This Do This

In practice, here’s how that looks

• Using an A/B/C Brief

• Approval Advice• Agile Marketing

Sprints

Deciding What to Outsource or, Fun with Venn Diagrams

Light CreativeCollateralSmall EventsContentOn-going CampaignsBrand Management

Heavy CreativeWebsite DevelopmentLarge EventsVideoSpecific CampaignsBrand Development

New Products/ServicesEventsClient-Specific InitiativesAcquisitions

ON-GOING PROJECTS

UNKNOWN

First, I Looked for a Few Examples…

Then Found this… A Van Dammagram

…And Finally Decided to Make My Own

Light CreativeCollateral

Small EventsContent

On-going CampaignsBrand Management

ON-GOING PROJECTS

UNKNOWN

Heavy CreativeWebsite Development

Large EventsVideo

Specific CampaignsBrand Development

New Products/Services

New EventsClient-Specific

InitiativesAcquisitions

Light CreativeCollateral

Small EventsContent

On-going CampaignsBrand Management

Deciding What to Outsource

What I Can Do What They Can Do For Me

ON-GOING PROJECTS

UNKNOWN

Heavy CreativeWebsite Development

Large EventsVideo

Specific CampaignsBrand Development

New Products/Services

New EventsClient-Specific

InitiativesAcquisitions

MON

EY –

TIM

E – R

ESOU

RCES

Deciding What to Outsource

What I Can Do What They Can Do For Me

ON-GOING PROJECTS

UNKNOWN

Heavy CreativeWebsite Development

Large EventsVideo

Specific CampaignsBrand Development

New Products/Services

New EventsClient-Specific

InitiativesAcquisitions

MON

EY –

TIM

E – R

ESOU

RCES

Light CreativeCollateral

Small EventsContent

On-going CampaignsBrand Management

YOU CAN’T BUILD A BIG

LEAGUE STRATEGY OFF OF A

BUSH-LEAGUE FOUNDATION

KEEP THE MAIN THING THE MAIN

THING

ELEMENT THREE’S CLIENT QUALIFICATIONS

Leader with gutsProduct we believe inMoney to spend on marketingClear decision-making processWe like them

BUT, HOW DO I BUY AN AGENCY?