HubSpot Training Program for Marketing Agencies

Pete Caputa

Value Added Reseller Program

Sales & Marketing Manager

@pc4media

Your Participation, Feedback, Questions are Welcome

• Ask questions on Gotomeeting. • Use @hubspot on Twitter

Agenda

1. Problems in Marketing Services Industry

2. Working Together to Fix Them

3. How the Training Program Will Help

4. Attending Class & Doing Homework

5. How to Get to the Top of the Class

We’re Confusing our Buyers

5

What Buyers Are Asking For…

Text Found in Challenge # of Leads % of Total

Traffic, Getting Found, Visits, or Visitors

11,600 7%

Leads, Conversion, or Prospect

12,449 8%

Sales, Customers, Clients, or New Business

23,987 15%

Budget, Money, Cash, or “$”

7,129 4%

Social Media, Twitter, Facebook, or Linkedin

9,244 6%

SEO, Search, or Google

10,200 6%

Brand or Awareness

5,263 3%

Advertising, Ads, or PPC

1,954 1%

Total Leads in Analysis

163,086

Really Confusing for Buyers

Web

site

Design

& D

evelo

pmen

t

Online

Mar

ketin

g

Social

Med

ia M

arke

ting

Other

SEO/SEM

Brand

ing/M

essa

ging

Public

Rela

tions

Adver

tising

/Med

ia Buy

ing

Conte

nt M

arke

ting

Email

Mar

ketin

g

Copyw

riting

IT S

ervic

es

Mar

ket R

esea

rch

CRM C

onsu

ltant

0

100

200

300

400

500

600

Primary Service Offering of Marketing Agencies

Fragmented & Inefficient Industry

Most Agencies are Struggling

Agencies Aren’t Good at What They Sell

Not g

ener

ating

eno

ugh

leads

Cash

flow is

too

varia

ble

Difficu

lty s

igning

up

new c

lient

s

Difficu

lty s

tayin

g up

to d

ate

with te

chno

logy

Retain

ers

are

too

low

Client

con

tract

s ar

e to

o sh

ort

Difficu

lty h

iring

and

reta

ining

em

ploye

es a

nd/o

r con

tract

ors

0

100

200

300

400

500

600

700

Number of Marketing Agencies/Consultants with Specific Challenges

Very Few Active Retainers Clients

Very Low Dollar Retainers

Very Little Recurring Revenue

Very Few New Clients Per Month

But, Projects are Low Dollars Too!

Agenda

1. Problems in Marketing Services Industry

2. Working Together to Fix Them

3. How the Training Program Will Help

4. Attending Class & Doing Homework

5. How to Get to the Top of the Class

Would You Like to Help Fix Our Industry!

Fix Yourself Before Fixing Others

Do Well By Doing Good

Ask for Help

Take Your Medicine

Agenda

1. Problems in Marketing Services Industry

2. Working Together to Fix Them

3. How the Training Program Will Help

4. Attending Class & Doing Homework

5. How to Get to the Top of the Class

Learn how to Predict, Measure & Deliver an ROI

22

Add In-Demand Inbound Marketing Services

23

Leverage a Proven Inbound Marketing Process

24

Leverage a Proven Sales Process

25

Implement Efficient Client Consulting Processes

26

Learn How to Scale-ably Grow Your Business

27

Agenda

1. Problems in Marketing Services Industry

2. Working Together to Fix Them

3. How the Training Program Will Help

4. Attending Class & Doing Homework

5. How to Get to the Top of the Class

29

Activity Correlates to Success

Weekly Email on Thursdays

30

Live Webinar: Tuesday @ 1PM EST

31

Register for Weekly Class(es) to Get Login

32

33

Some Homework & Recorded Stuff Too…

Download: http://zephyrmarketing.net/2010/03/31/an-inbound-marketing-traffic-calculator

Agenda

1. Problems in Marketing Services Industry

2. Working Together to Fix Them

3. How the Training Program Will Help

4. Attending Class & Doing Homework

5. How to Get to the Top of the Class

Implement Trial(s)

The only way to learn value of the methodology is by reading and

implementing it!

http://www.hubspot.com/free-trial-30-day-partners-creating-trial-for-their-clients

Request a Consultation with a HubSpot Expert

Request a Consultation with a Senior Member of the

HubSpot Team to discuss:

http://www.hubspot.com/partners/marketing-agency-consultation-request

Request The Learning Center

Eat Your Own Cooking!

39

Lead with ROI

40

Learn the Service Offerings

See All Recommended Services: http://services.hubspot.com

41

Use Data to Educate Prospects

Webinars: http://www.hubspot.com/partners/sales/

42

Help Prospects Set Numeric Marketing Goals

Download: http://zephyrmarketing.net/2010/03/31/an-inbound-marketing-traffic-calculator

43

Lead Generation as Primary Service Offering

Use Calls to Action to drive traffic to Landing Pages where site visitors can complete a form to download a Compelling Offer.

Call to

Action

Landing Page

Compelling Offer

Master Inbound Lead Generation

a score from 0 to 100

Customer Happiness Index: CHI

spirit; morale; energy; life force

= f ( )sticky features, usage, improvement

Which Features and Ongoing Activities Matter?

• Landing Pages, Leads, Lead Tracking• Content Management System• Closed Loop CRM Integration, Closed

Loop Sales & Marketing Analytics• Blogging

47

CHI Correlates to Customer Success

48

Closed Loop Reporting Measures ROI

Use Closed Loop Marketing Analytics to determine which marketing activities produce traffic, leads and sales.

Sell Retainers. Then Retain

Let’s Make it Happen!

Request a Consultation with a HubSpot Expert

Request a Consultation with a Senior Member of the

HubSpot Team to discuss:

http://www.hubspot.com/partners/marketing-agency-consultation-request