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DESCRIPTION
Our call will begin in just a moment Please dial in to GoToMeeting . PC. MESSAGE ME USING THE QUESTION PANEL: 1.) Who you are/name of business 2.) Where you’re calling from 3.) What you’re excited about with HubSpot and Inbound Marketing?!. CHAT WITH US!. MAC. - PowerPoint PPT PresentationTRANSCRIPT
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Our call will begin in just a momentPlease dial in to GoToMeeting...
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PC
MAC
CHAT WITH US!MESSAGE ME USING THE QUESTION PANEL:1.) Who you are/name of business2.) Where you’re calling from3.) What you’re excited about with HubSpot and Inbound Marketing?!
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3
HubSpotPartner Success
WorkshopsThursdays, Bi-Monthly @ 2pm EST
Your Host:Nick “Sal”vatorielloSenior Inbound Marketing Consultanthttp://nicksalinbound.com/
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Your HubSpotPartner Success Training Team:
• Adrianne Mayshar• Nick Salvatoriello• Timothy Dearlove• Al Biedrzychi• Deedee Perry
Partner Success Training Program Main Resource Page:http://academy.hubspot.com/hubspot-partners/main-page/
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Recognition
Sales Success – Market8.com
1234
Our Workshop Agenda
Attitude/Final Thought
5
Onboarding Success –ITDInteractive.com
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Partner Success Workshop Archive Page
http://bit.ly/VARPSW
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1Recognition…
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Recognizing [Movers + Shakers!]
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Leaders in:Activation
+Usage
+Results
VAR All-Star Board:
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Which VARs just
got HubSpot Certified since last meeting?
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3
Steam CompaniesGroove Creative(IMC = Tim Dearlove)
2 DK New MediaIMC = Nick Sal
David Caron Design IMC = Al Biedrzycki
FusionFarm + CeeonSoftIMC = Adrianne Mayshar4
1
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Month 1 (Integration and
Lead Gen)
Month 2 (Campaign
Development)
Month 3 (Advanced Campaign)
Months 4-8 (Selling
and Onboarding)
Months 9+ (Account Management
and Retention)
HubSpot VAR Training Overview
PARTNER TRAINING: Campaign Building: Lead Generation
PARTNER TRAINING: How to Run an Account Review with your Client
1:1 Goal Setting & Planning
1:1 Campaign Progress Assessment
Landing Pages Session
CTAs and Thank You Pages Session
Email Training Session
Contacts and Prospects Training
PARTNER TRAINING: Campaign Building: Promote
1:1 Marketing Performance Evaluation
PARTNER TRAINING: Driving ROI
PARTNER TRAINING: Pricing and Packaging for Agencies
PARTNER TRAINING: Winning with a Consultative Sales Process
PARTNER TRAINING: How to Onboard HubSpot Clients
1:1 Onboarding Strategy
PARTNER TRAINING: How to Renew & Retain your HubSpot Clients
Ongoing Product Training
VAR Orientation Session
Workflows Training Session
Keywords Training
Blogging Training
Social Media Training
Sources and Competitors Training
Register for Product Training Sessions: http://academy.hubspot.com/hubspot-product-training-classes-registration-page/Register for Partner Training (Mandatory) Sessions: http://academy.hubspot.com/Partner-Classes/hubspot-partner-training-main-page/Schedule 1:1’s with your consultant or Deedee ([email protected])
**The training classes must be completed PRIOR to each 1:1 session in order to make your consulting hours the most effective
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Question:Have you
completed the
VAR Campaign Courses?
If not now, when?If not you, who?
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On-Boarding Success Training:
GUEST STARS
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CONNECT:@ITDInteractive
facebook.com/itdinteractiveItdinteractive.com
Partner Success presentation
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WHO IS ITDINTERACTIVE?
MARCUS LEDBETTER
ERICMCCARTY
• Opened our doors in early 2010• Web services centered around client growth & success. Our main differentiator.
• Provided traditional Web Design, SEO & SEM
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ITD Interactive + HubspotSpring 2012
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Success Highlights: Website Performance
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Success Highlights: Growth
1 Year Organic Search Traffic650% Increase
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Success Highlights: Newsletter
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Success Highlights: Email Campaigns
High Open & Click Rates on Email Campaigns w/ Segmented Lists
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ebooks
ToFu MoFuMost
DownloadedBoFu
Con
sulta
tion
What Is Inbound Marketing
Sample 9-StepCampaign
Sample DesignProposal
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ebooksMost
Downloaded
Designers Prospects
ToFu MoFu BoFu
Con
sulta
tion
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What’s Next for ITDi?
We Developed a new way of pitchingInbound Marketing
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Eric’s Dream
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Eric’s Dream
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A New Marketing Model
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A New Marketing Model
“EXISTING SCHEMAS”
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A new marketing model
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Gravitational MarketingPromotion• Developed a new eBook• Created necessary landing pages and
CTAs• Developed accompanying
Infographic for blog / social distribution
• Currently rolling out supporting blog articles
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CONNECT:@ITDInteractive
facebook.com/itdinteractiveItdinteractive.com
Partner Success presentation
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Let’s BrainstormWhat’s 1 key take
away? What’s 1 next
step?
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QUESTIONS?
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Leveraging the Power of Partnerships1/10/2013
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Thank you for having me
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It took some work to build Rome
51
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“As you navigate through the rest of your life, be open to collaboration.
Other people and other people's ideas are often better than your own.
Find a group of people who challenge and inspire you, spend a lot of time with
them, and it will change your life.”- Amy Poehler
52
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Introducing, The Ecosystem
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3 Core Pillars of Inbound Marketing – Pick (at least) one• Creating & publish optimized content (get
found)
• Transforming websites into conversion machines (convert)
• Tweak & design campaigns based on lead intel + metrics (measure)
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The Startup Inbound Marketing Agency Challenge
It is extremely difficult to be good at everything
If you attempt, you will fail.
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The Market 8 Case• [I] started Market 8 [alone] in 2010• Tried to do everything for clients• Tried the partnership early on• Some went (and are still going) great• Some went horrible and made us risk our own
reputation• Market 8 is now a strong go-to partner for Inbound
Marketing web redesign• Have now formed better and stronger partnerships• 70+ website launches in 2013, up from 5 in 2012• Tripled in size 2012 vs. PY• 8 full time employees and growing
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The Market 8 Case – Phase 1 – Outsource to a partner agency• Select a partner agency with resources in house
to do the design and development of new sites
• Market 8 focus on managing the engagements and doing the inbound marketing thing
• It was perfectly conceived, sounded great…
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But…
• Our partner started missing deadlines• Was taking too long to respond• Communication was clumsy• We spoke different languages – marketing vs.
creative• Our partner proved “too big” for us
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The Market 8 Case – Phase 2 – Outsource to Partner Soloists• Selected a partner agency smaller partner that
we could grow with - to do the design and development of new sites
• We wanted someone that could be trained
• Market 8 focus on managing the engagements and doing the inbound marketing thing
• It was perfectly conceived, sounded great…
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But…
• Quality wasn’t that great• Project management was difficult• We still spoke different languages• Our partner’s objectives were incompatible with
ours
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Now What? something was missing…
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Understand Your Strength
• Decide: specialist vs. disruptor vs. connector
• Specialists: • focus on your craft • leave the rest to Partnerships
• Disruptors & Connectors: • choose partners within the Inbound Marketing
ecosystem
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The Perfect Partner
1. Understands loves inbound marketing
2. Values partnerships
3. Does not charge everything by the hour
4. Has a healthy and stable business
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The Perfect Partner
1. Understands loves inbound marketing
2. Values partnerships
3. Does not charge everything by the hour
4. Has a healthy and stable business
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The Perfect Partner Understands Loves Inbound Marketing
• Web Designers may do great graphics but understand little about what makes a site convert
What am I
supposed to
do here?
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The Perfect Partner Understands Loves Inbound Marketing
Copywriters may write beautifully but not customer-centric and might not be vested in tracking metrics.
Did you get
what this
company does?
“ACME is not about best practices: it is about next practices. What we can do to transform our business and reexamine the model and build this business to create, capture, and deliver value in ways that we haven't even imagined…”
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The Perfect Partner Understands Loves Inbound Marketing
An SEO firm may know how to do effective white hat SEO for websites but might lack the context of what keywords are relevant
Do not try to get
irrelevant
traffic
Our own example:Market 8 ranks in first page for• Online Marketing• Advantages of New Media
And also drive up our bounce rates
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The Perfect Partner
1. Understands loves inbound marketing
2. Values partnerships
3. Does not charge everything by the hour
4. Has a healthy and stable business
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The Perfect Partner Values Partnerships
• Process
• Structured Pricing
• Quality
• Communication
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The Perfect Partner
1. Understands loves inbound marketing
2. Values partnerships
3. Does not charge everything by the hour
4. Has a healthy and stable business
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The Perfect Partner Does Not Have an Hourly Rate
Hourly Rate Mentality• Unpredictable costs• Errors cost• Learning curves
cost• Focus on the task
Value Mentality• Predictable costs• No paying for
learning• No paying for
errors• Focus on the value
deliveredFixed pricing
shows mastery of a discipline
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The Perfect Partner
1. Understands loves inbound marketing
2. Values partnerships
3. Does not charge everything by the hour
4. Has a healthy and stable business
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The Perfect Partner Has a Healthy and Stable Business
Signs of a Healthy Business• Growth YOY• Low employee turnover (there is more than one
employee)• Has clear investment initiatives• Expresses his expertise clearly
Do not be shy asking about the financial
health of your partner
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Partnerships Made In [Inbound Marketing] Heaven
Disciplines must complement each
other
Conversion Optimizatio
nWeb DesignContent
Marketing
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Partnership Example
• We do the sites – they do the content• One combined methodology for discovery• Both firms can offer a more complete package
while focusing on their strengths
Websites for lead
gen
+Content
that adds value
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A Unified Discovery Process
The result- from a single discovery process we get:• Content & Conversion Plan• Site Architecture• Goal setting• Learn more at www.market8.net
What does the customer
want?
How do they buy?
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Coming up next…
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How To Manage a Web Redesign Project• Different types of websites• Design & conversion principles• Content• Toolbox• Project structure• How to price a project
Coming up March 1st, 2013.
78
How to Manage a Web Redesign Project
A Comprehensive Guide for Inbound Marketing Professionals
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Partner Program
http://www.market8.net/hubspot-var-program/79
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Thank You!
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Let’s BrainstormWhat’s 1 key take
away? What’s 1 next
step?
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QUESTIONS?
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83
Final Thought….
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Partner Success Workshop Archive Page
http://bit.ly/VARPSW
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QUESTIONS?
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THANK YOUTHANK YOUTHANK YOU