Marketing Planning: How HubSpot Generates 25,000 Leads Per Month

Inbound Marketing Planning: How the HubSpot Marketing Machine Generates 25,000 Leads Per Month

Marketing Agency Training Program

November 2010

Twitter: #MarketingMachine

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

[email protected]

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

What’s HubSpot?

• Inbound marketing software + training• Over 3,500 customers in 3 years• 180+ employees

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Who are the HubSpot Value Added Resellers (VAR)?

• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.

• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.

• Margin share of 20% on all deals for the life of the customer

• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.

A Group that Wants to Change How the World Does Marketing!

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

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Avoid Having Too Many Managers

Rather then Swarms of Managers…. …Have One Team Leader

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Empowering Marketers to Be Their Own Leaders

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Less “Supervising,” More “Doing”

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Making Sure Meetings Count

Marketing Team’s “No Meeting” Hours

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Sharing the Responsibility

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

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“Marketers” Don’t Only Do Marketing

To Do:

1) Send Email

2) Talk to Product team about new

email feature capabilities

3) Help sales with forecasting

4) Join consulting call with customer

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Working With Other Departments Is Standard

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

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Compelling Offers and Landing Pages are the Engine

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Blogging & SEO are the Fuel

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Social Media Lays the Road

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Wikis, Collaboration Fuels Creativity

Working together on a project

Gathering Feedback

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Vet New Ideas & Prioritize with an Idea Backlog

Wiki: Marketing Team

JIRA: Dev Team

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Eat Your Own Dogfood

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

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Sprint Planning, Scrum, Sprint Review

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Tracking the Metrics Large and Small

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Close the Loop with Sales

HubSpot Analytics

SFDC Reporting

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Setting Goals & Tracking Daily

Agenda

• What’s HubSpot & the Value Added Reseller (VAR) Program?• Learning that Flat = Fantastic• An Integrated Team• The HubSpot Tool Kit• Being Agile While Over Planning• Looking at the Metrics• Getting Help

How to Get Help…

Learn the Value of the HubSpot Software…

• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller

• 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

Ask for Help…

• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request

• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/

List of Upcoming Classes/Link to Recordings

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http://www.hubspot.com/partners/training-program/classes

Weekly Email about Upcoming Classes - Thursday

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Live Webinar: Every Tuesday @ 1PM EST

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Additional Webinars SOMETIMES on Thursday at 2PM EST

Register for Weekly Class(es) to Get Login

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Some Homework & Recorded Stuff Too…

Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator