How Marketing Agencies Can Use HubSpot Free Trials to Increase SalesValue Added Reseller (VAR) Program Webinar SeriesMarch 2010

Peter Caputa IV

Value Added Reseller (VAR)

Sales & Marketing Manager

Twitter: @pc4media

pcaputa@hubspot.com

Are you Going to Help Transform Marketing?

• “HubSpot has been helping its customers through this transformation and now is going to bring it to a higher level for more businesses through its VAR program and its ‘services marketplace' program. They have always had the inbound marketing torch and now they are adding the lighter fluid to an industry ripe for change.”

- David Meerman-Scott Best Selling Author of New Rules of PR & Marketing

Your Participation, Feedback, Questions are Welcome

• Ask questions via Gotomeeting (Preferred)• Use @hubspot on Twitter• Please answer poll questions as prompted.

Start Learning by Doing with the VAR Program

• Watch the partner program Version 1 launch webinar. • Partners get special access to extended 30 day free

trials.• No cost to partner with HubSpot. Just your time. So,

determine whether it’s worth your time or not.

http://www.hubspot.com/partner-program-webinar/

Agenda

• Common Agency Sales Challenges• How Some HubSpot Partners Have

Overcome Them• Setting up the Trial• Using Trial Data in Your Sales Process• Next Steps• Q & A

Common Agency Sales Problems We Hear

• Retainers are too low• Can’t increase retainers• Contracts are too short• Project revenue is lumpy• Having trouble signing up new clients• Losing clients

Questions to Ask Yourself…

• Am I spending too much time, chasing too few leads? • Am I spending too much time chasing prospects that can’t

afford my services? • Am I consistently spending time generating leads,

prospecting, qualifying, developing proposals and closing business every day, every week, every month?

• How am I educating my prospects about the value of my services?

• Do I have systems, resources and processes that deliver results consistently?

• Do I know how to predict ROI? How am I measuring and reporting my client’s ROI? Am I providing services that deliver an ROI? How am I improving the ROI I deliver over time?

• Am I setting proper expectations about the work required and the timeline required to achieve success?

Are You Ready to Face These Challenges?

Agenda

• Common Agency Sales Challenges• How Some HubSpot Partners Have

Overcome Them• Setting up the Trial• Using Trial Data in Your Sales Process• Next Steps• Q & A

What’s Your Sales Process Look Like?

Generate Leads

Connect & Establish Need

Qualifying Conversation(s)

Demonstrate Value through

Experimentation

Develop Proposal for Long Term

Retainer

Use the HubSpot Free Trial to Help

Use Data to Connect & Identify Interest

“I’m reviewing your site vs your competitors and I see that they have many more pages on their site. Do you know that helps them get more traffic to their site from search engines like Google?”

Educate Prospects as You Qualify Opportunities

“After we examining the relevant conversations on social media sites, we can see that there’s a bunch of people talking about your company and your important keywords. How are you turning that buzz and those conversations into traffic, leads and sales?”

Design Trial Experiments that Demonstrate Value

“Take 30 minutes to a) build and launch a landing page and b) coach them on driving some traffic to it from ppc, email and/or social media.”

Develop a Proposal Based on What’s Not Working

“Based on this data, we recommend that you invest initial effort into building offers, landing pages in order to convert more of your visitors into leads. That’s the low hanging fruit for you to generate ROI from our services.”

Landing Pages Launched

Agenda

• Common Agency Sales Challenges• How Some HubSpot Partners Have

Overcome Them• Setting up the Trial• Using Trial Data in Your Sales Process• Next Steps• Q & A

Step 1: How Much Traffic from Each Traffic Source?

• Set up HubSpot Analytics…

Step 2: How Many Leads from Each Traffic Source?

• How to Set up HubSpot Lead Tracking

• 3 Ways: Hosted Landing Pages, Form Code, API

Step 3: How Many Customers from Each Traffic Source?

• Set up HubSpot Closed Loop Marketing (Salesforce vs Non Salesforce customers.)

Step 4: Set up Landing Pages with Compelling Offers

Step 5: Drive Traffic via CTAs

Prominently Place Calls-to-Action on…

• Homepage• PPC Ads• Email Blast• Blog Articles

Step 6: Configure Lead Nurturing Emails

Step 7: Do Keyword Research

Step 8: Set up Social Media Monitoring

Step 9: Start Blogging

• Show the SEO – Blogging Connection http://bit.ly/XDkQV

• Show the Blogging – Social Media Connection

Agenda

• Common Agency Sales Challenges• How Some HubSpot Partners Have

Overcome Them• Setting up the Trial• Using Trial Data in Your Sales Process• Next Steps• Q & A

Which Offers & Landing Pages Are Performing?

PAGE NAME PAGE VIEWS

SUBMISSIONS CONVERSION RATE

Blogging for Business Webinar 3803 2165 56.93%

http://success.hubspot.com/methodology/convert/landing-pages

Which Keywords Are Performing?

• Determine which keywords convert into leads and customers.

Which Channels Are Performing?• Get Visitor, Lead and Customer Quantities per

Source from Analytics

• Determine the action plan. • Adapt the action plan every month.

Agenda

• Common Agency Sales Challenges• How Some HubSpot Partners Have

Overcome Them• Setting up the Trial• Using Trial Data in Your Sales Process• Next Steps• Q & A

The VAR Team is Growing

Peter Caputa, VAR Sales &

Marketing

Carol Ortenberg, Marketing

Chris Johnson, Sales

Open Sales Position

Open Sales Position

Erin Colbert, Consultant

Jordyne Wu, Services Marketplace

Learn the Value of the HubSpot Software

• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

• Gives you access to http://success.hubspot.com

Thank You for Your Interest & Participation!

More info, start trials, etc:• http://www.hubspot.com/partners

Contact Information: • Peter Caputa IV• Partner Program Manager• www.twitter.com/pc4media• pcaputa@hubspot.com

Q & A

Learn About Your Peers1. How many full time employees in your firm?

2. What is your primary service?

3. When did you start your firm?

4. What percentage of your revenue is retainer (not project or ‘campaign’ work)?

5. How many new clients do you sign up per month on retainer?

6. How many clients do you have on retainer now?

7. What is the average size of your monthly retainer?

8. What is the average $ size of your average project/campaign work?