Transcript 1/24/13 Slide Deck

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MAC
HubSpot
Partner Success
Workshops
Thursdays,
Bi-Monthly @ 2pm EST
Your Host:
Nick “Sal”vatoriello
Senior Inbound Marketing Consultant
http://nicksalinbound.com/
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Your HubSpot
Partner Success
Training Team:
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•
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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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Our Workshop Agenda
1
Recognition
2
Gold Teir VAR Speaker
3
Onboarding Success
4
Attitude/Final Thought
5
Partner Success Workshop Archive Page
http://bit.ly/VARPSW
Recognition…
Recognizing
[Movers +
Shakers!]
VAR
All-Star Board:
Leaders in:
Activation
+
Usage
+
Results
Which VARs
just got
HubSpot
Certified since
last meeting?
1
3
Diane from Collective Publishing Co.
(IMC = Tim Dearlove)
2
FuneralNet, CensusUp
IMC = Nick Sal
David Caron Design
IMC = Al Biedrzycki
4
Qmini + Surf Merchant Digital
Six Two Interactive, Spectacled
Marketer, JAL Communications
IMC = Adrianne Mayshar
HubSpot VAR Training Overview
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])
Month 1
(Integration and
Lead Gen)
 VAR Orientation
Session
 1:1 Goal Setting &
Planning
 Landing Pages
Session
 CTAs and Thank
You Pages Session
 PARTNER
TRAINING:
Campaign Building:
Lead Generation
 Email Training
Session
 Workflows Training
Session
Month 2
(Campaign
Development)
Month 3
(Advanced
Campaign)
 1:1 Campaign
Progress
Assessment
 Contacts and
Prospects Training
 Keywords Training
 Sources and
Competitors
Training
 Blogging Training
 Social Media
Training
 PARTNER
TRAINING: Driving
ROI
 PARTNER
TRAINING:
Campaign Building:
Promote
 1:1 Marketing
Performance
Evaluation
Months 9+
Months 4-8
(Account
Management and
Retention)
(Selling and
Onboarding)
 PARTNER
TRAINING: Pricing
and Packaging for
Agencies
 PARTNER
TRAINING: Winning
with a Consultative
Sales Process

PARTNER TRAINING:
How to Run an
Account Review with
your Client

Ongoing Product
Training
 PARTNER
TRAINING: How to
Onboard HubSpot
Clients
 1:1 Onboarding
Strategy
 PARTNER
TRAINING: How to
Renew & Retain
your HubSpot
Clients
**The training classes must be completed PRIOR to each 1:1 session in order to make your consulting hours the most effective
Question:
Have you completed the
VAR Campaign
Courses?
If not now, when?
If not you, who?
Sales Tiers Success
MOVIE
Leadership
Speaker…
MOVIE
Partner Success Workshop
Precision Marketing Group
A HubSpot Partner’s Perspective
Marketing That Makes You Money
www.precisionmarketinggroup.com
™
@pmgtweets
founded 2002
hubspot since 2008
Susan
LaPlante-Dube
@SusanldPMG
Maureen
Condon
@MaureenPMG
80-90 hubspot projects
42 active accounts
85% HubSpot
90% “Retainer”
What’s Driven our
Success
values
not an inbound marketing
agency
…….so what are we?
approach….decidedly
marketing
un
partnerships….there is more
than enough business
do the work
OUR VALUES
Decidely
unmarketing
Invest in the sales
process
the
non-contract
Partner
…plenty of fish
in the sea
Not without it’s
Challenges
cobblers children
balance….sales and
execution
functionality and staying
current
Sometimes (seldom now)
the wrong client sneaks in
Follow and Like
@pmgtweets
Facebook.com/PMG.Fan.Page
PrecisionMarketingGroup.com
Susan
LaPlante-Dube
@SusanldPMG
Resources:
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Content Marketing Grader
Drive Sales with Content That Converts
4 Best Practices for your Content Marketing
….and more
Visit us at Services Marketplace
Maureen
Condon
@MaureenPMG
Let’s Brainstorm
What’s 1 key take
away?
What’s 1 next step?
On-Boarding Success
Training:
GUEST STARS
Hubspot Partner Success Workshop
Creating a Sales Funnel and
Inbound Marketing Strategy
for the Travel Vertical
1/24/13
Organizational Background
Partnership
Building
- Public-Private-Residents
- Tourism Clusters
- Industry Associations
- International Partners
Destination
Development
- Strategic Planning
- Product Development
- Investment Promotion
- Resource Conservation
Enterprise
Development
- Business Planning
- Investment Promotion
- Skills Training
- Sustainability Criteria
Marketing and
Distribution
- Branding & Storytelling
- Interactive / Online
- Social Media / PR
- Trade Distribution
Solimar works with our destination partners to convert travelers and travel trade by generating and engaging leads at every stage
of the buying cycle. A large audience responds to initial awareness activities, then moves through a “funnel” to become a narrow
set of high-value leads. Trade partners are the ones who will travel to or help to sell the destination.
Traveler Funnel
Introduce traveler to your destination and
inspire them to learn more
Travel Trade Funnel
Find trade partners best positioned to sell
your destination
Develop relationship with traveler through
interactive media and personalized
communications
Educate trade partner about destination’s
products and motivate them to be
enthusiastic sellers
Pass qualified lead to trade partner whose
product aligns with traveler’s expectations
Providing high quality sales tools to the
trade and refer leads to your most
engaged partners
Convert traveler into a satisfied customer
and future destination brand ambassador
Convert trade into enthusiastic
destination sales partners
Our targeted, segmented traveler marketing initiatives follow the traditional, logical travel buying cycle: dreaming, deciding, planning,
booking, and experiencing. Our process raises traveler awareness about your destination, inspires and engages travelers at all stages of
the buying cycle, and passes sales leads to trusted trade partners to book their trip.
Traveler Mindset
Traveler Marketing Activities
“I want to go on a rustic European holiday.”
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“What makes Douro unique?”
“How could I spend my time in Douro?”
“Douro is the right place for my holiday.”
• Offer travel planning guides
• Distribute a regular newsletter or e-blast
• “Chat with a destination expert”
“Where am I going to stay in Douro?”
“How am I going to get to Douro?”
• Refer lead to qualified sales partner to
facilitate final booking
“I am having an amazing time on this wine
tour in Douro Valley. Everyone else should
come next time!”
• Share experience on social media
• Review businesses and locations
Optimize website with keywords
Improve search rankings
Create a blog
Launch social media campaign
Our trade outreach is about creating sales partners that are as motivated to promote your destination as you are. We help
destinations create a network of partners that participate in traveler marketing to expand the reach of your campaign and
improve their ability to make sales.
Trade Partners Mindset
Trade Marketing Activities
“I need new destinations to sell but
what makes Douro unique?”
• Identify ideal trade partners
• Make initial calls/visits to gauge
interest/ability
“I’d like to know more about Douro so
that I can offer it to my clients”
• Educational webinars
• FAM trips
• Destination Specialist Program
“I know that Douro is an incredible
destination but I’m having trouble
selling it to travelers.”
• Provide high quality sales tools
• Generate qualified leads with
actionable intelligence
Convert traveler to satisfied customer
and a brand ambassador who actively
promotes your destination
• Promote your brand and products on
partner platforms (website, social
media, print, etc.)
Final Advice – Just Jump In
Hubspot Partner Success Workshop
Creating a Sales Funnel and
Inbound Marketing Strategy
for the Travel Vertical
1/24/13
Let’s Brainstorm
What’s 1 key take
away?
What’s 1 next step?
Final Thought….
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Partner Success Workshop Archive Page
http://bit.ly/VARPSW
THANK YOU
THANK YOU
THANK YOU