Transcript Marketing Campaigns

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HubSpot and Inbound Marketing?!
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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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
Onboarding Success –
ITDInteractive.com
3
Sales Success – Market8.com
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
Steam Companies
Groove Creative
(IMC = Tim Dearlove)
2
DK New Media
IMC = Nick Sal
David Caron Design
IMC = Al Biedrzycki
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FusionFarm + CeeonSoft
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
On-Boarding Success
Training:
GUEST STARS
Partner Success
presentation
CONNECT:
@ITDInteractive
facebook.com/itdinteractive
Itdinteractive.com
WHO IS ITDINTERACTIVE?
MARCUS
LEDBETTER
ERIC
MCCARTY
• Opened our doors in early 2010
• Web services centered around client growth &
success. Our main differentiator.
• Provided traditional Web Design, SEO & SEM
ITD Interactive + Hubspot
Spring 2012
Success Highlights: Website
Performance
Success Highlights: Growth
1 Year Organic Search Traffic
650% Increase
Success Highlights: Newsletter
Success Highlights: Email Campaigns
High Open & Click Rates on Email Campaigns
w/ Segmented Lists
ebooks
MoFu
What Is
Inbound Marketing
Sample 9-Step
Campaign
BoFu
Consultation
ToFu
Most
Downloaded
Sample Design
Proposal
ebooks
MoFu
BoFu
Consultation
ToFu
Most
Downloaded
Designers Prospects
What’s Next for ITDi?
We Developed a
new way of pitching
Inbound Marketing
Eric’s Dream
Eric’s Dream
A New Marketing Model
A New Marketing Model
“EXISTING SCHEMAS”
A new marketing model
Gravitational Marketing
Promotion
• Developed a new eBook
• Created necessary landing pages and
CTAs
• Developed accompanying
Infographic for blog / social
distribution
• Currently rolling out supporting blog
articles
Partner Success
presentation
CONNECT:
@ITDInteractive
facebook.com/itdinteractive
Itdinteractive.com
Let’s Brainstorm
What’s 1 key take
away?
What’s 1 next step?
Leadership
Speakers…
MOVIE
Leveraging the
Power of
Partnerships
1/10/2013
Thank you for having me
It took some work to build Rome
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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
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Introducing, The Ecosystem
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)
The Startup Inbound Marketing
Agency Challenge
It is extremely difficult to be good at everything
If you attempt, you will fail.
The Market 8 Case
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[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
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…
But…
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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
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…
But…
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Quality wasn’t that great
Project management was difficult
We still spoke different languages
Our partner’s objectives were incompatible with ours
Now What?
something was missing…
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
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
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
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
suppo
sed
to do
here
?
The Perfect Partner Understands Loves Inbound Marketing
Copywriters may write beautifully but not customercentric and might not be vested in tracking metrics.
“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…”
Did
you
get
what
this
comp
any
does?
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
Our own example:
Market 8 ranks in first page for
• Online Marketing
• Advantages of New Media
And also drive up our bounce rates 
Do
not
try
to
get
irrel
evan
t
traf
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
The Perfect Partner Values Partnerships
• Process
• Structured Pricing
• Quality
• Communication
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
The Perfect Partner Does Not Have an Hourly Rate
Hourly Rate Mentality
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Unpredictable costs
Errors cost
Learning curves cost
Focus on the task
Value Mentality
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Predictable costs
No paying for learning
No paying for errors
Focus on the value
delivered
Fixed
pricing
shows
mastery
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
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
Partnerships Made In [Inbound
Marketing] Heaven
Content
Marketing
Web Design
Conversion
Optimization
Disciplines
must
complement
each other
Partnership Example
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Content
Websit
that
es
adds
for
We do the sites
– they do the content
value
lead
One combined
methodology for discovery
Both firmsgen
can offer a more complete package while
focusing on their strengths
A Unified Discovery Process
What
How do
does
they
the
buy?
custom
The result- from a single discovery process we get:
er
• Content & Conversion Plan
want?
• Site Architecture
• Goal setting
• Learn more at www.market8.net
Coming up next…
How To Manage a Web
Redesign Project
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Different types of websites
Design & conversion principles
Content
Toolbox
Project structure
How to price a project
How to Manage a
Web Redesign Project
Coming up March 1st, 2013.
A Comprehensive Guide for
Inbound Marketing Professionals
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Partner Program
http://www.market8.net/hubspot-var-program/
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Thank You!
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