HubSpot’s
Value-Added Reseller
Tier Program
2011
TABLE OF CONTENTS
1
2
3
4
5
VAR Program Overview
VAR Tiers 101
VAR Tier Levels
Benefits/Requirements for Tiers
Glossary of Rewards/Benefits
1
HubSpot’s
VAR PROGRAM
Overview
1
VAR Program Overview
VAR stands for Value-Added Reseller.
At HubSpot, VARs are agencies who use our platform to
deliver their online marketing service packages. They
present the HubSpot platform as part of their solution set.
The services they provide deliver an ROI to our mutual
customers, and play a large role in customer success and
retention. In exchange for helping resell and retain
customers, our VARs receive sales support and
commission from HubSpot on each new customer
subscription.
THE VAR CHANNEL
CONTRIBUTES GREATLY TO
HUBSPOT’S GROWTH…
AND TOP VAR PERFORMERS
SHOULD BE REWARDED WITH
INCREASED INVESTMENT.
HERE’S
HOW:
2
HubSpot’s
VAR TIERS
Program 101
2
VAR Tiers 101
HubSpot’s VAR Tier Program is designed to reward inbound
marketing agencies who sign up new, long-term customers onto
HubSpot’s software.
VARs will be measured according to how many active HubSpot
customers subscriptions are associated with their agency, as well
as average CHI/Age of those customers.
VARs will be rewarded with Service and Co-Marketing packages
that get increasingly more dynamic with benefits as they bring on
more long-term customers.
Those with the highest quantity of high-quality customers
stand to benefit the most.
3
HubSpot’s
VAR TIER
Levels
Where You
START…
3
HubSpot Certified Partner
REQUIREMENTS
- Have 1 Active URL
- Pass our Partner Exam
REWARDS
-20% Revenue Share
-Sales Support for Registered Opportunities
-Co-Branded & White Label Lead Generation Materials
Where You’ll
GO…
3
VAR Tier Levels
Based on these
METRICS…
3
VAR Tier Levels
How Much Monthly Recurring Revenue?
LOTS
SOME
BRAND NEW BEGINNERS
Customer Age/Happiness?
ECSTATIC VETERANS
4
HubSpot’s
VAR TIER
Benefits/Req
4
VAR Tier Baseline Requirements
Each Agency in the VAR Tier Program Must:
- Be a VAR for at least 90 Days
-  Go through HubSpot On-Boarding at least Once
(either with a HubSpot IMC or through our 1:Many Program)
-  Have an Active HubSpot SFDC Partner Portal License.
3
VAR Tier Level Qualifications
MUST HAVE THIS & AND ONE OF THESE
MONTHLY
RECURRING
REVENUE #
AVERAGE
CUSTOMER
AGE IN DAYS
OR
AVERAGE
CUSTOMER CHI
OVER 90 DAYS
4
SILVER Tier Level Rewards/Requirements
REQUIREMENTS
REWARDS
-Passing Score on Partner Exam
-Partner Portal Subscription
-MRR # above $2,500
-Ave Cust Age greater than 300 days [OR]
-Ave Cust CHI over 90 Days Old > 80
SALES
-20% Revenue Share
-Sales Support for Registered Opportunities
MARKETING
-Co-Branded/White Label Lead Gen Materials
-VAR-Created Case Study (1/yr)
-Authoring Rights to 1 HubSpot Blog/Year
-HubSpot Quote in VAR-Led Press Release
SERVICES
-Dedicated Customer Success Manager
-6 Month Strategy Session for Active Accounts
4
GOLD Tier Level Rewards/Requirements
REQUIREMENTS
REWARDS
-Passing Score on Partner Exam
-Partner Portal Subscription
-MRR # above $4,500
-Ave Cust Age greater than 500 days [OR]
-Ave Cust CHI over 90 Days Old > 100
SALES
-20% Revenue Share
-Sales Support for Registered Opportunities
MARKETING
-Co-Branded & White Label Lead Gen Materials
-VAR-Created Case Study (1/yr)
-Authoring Rights to 2 HubSpot Blogs/Year
-HubSpot Quote in VAR-Led Press Release
-HubSpot Speaker on 1 VAR-Led Webinar/Year
-Partner Showcase
SERVICES
-Dedicated Customer Success Manager
-Dedicated Inbound Marketing Consultant
-Quarterly Strategy Session for Active Accounts
4
PLATINUM Level Rewards/Requirements
REQUIREMENTS
REWARDS
-Passing Score on Partner Exam
-Partner Portal Subscription
-MRR # greater than $20,000
-Ave Cust Age greater than 1200 days [OR]
-Ave Cust CHI over 90 Days Old > 120
SALES
-20% Revenue Share
-Sales Support for Registered Opportunities
MARKETING
-Co-Branded & White Label Lead Materials
-VAR-Created Case Study (2/yr)
-Authoring Rights to 1 HubSpot Blog/Year
-HubSpot Quote in VAR-Led Press Release
-HubSpot Speaker on 1 VAR-Led Webinar/Year
-Partner Showcase
-Day at HubSpot
SERVICES
-Dedicated Customer Success Manager
-Eligibility for Skill-Specific Certification Badges
-Dedicated Inbound Marketing Consultant
-Monthly Strategy Session
5
Glossary of
VAR TIER
Benefits
5
Glossary of Rewards & Benefits
CO-MARKETING
Benefits
5
Glossary of Rewards & Benefits
CO-BRANDED LEAD GENERATION MATERIALS
WHAT: White label whitepapers and eBooks for your agency’s lead gen
WHY: HubSpot’s research into the tools behind and power of inbound marketing is
second to none. Using our materials on your website will position your agency as a
thought leader and drive lead generation.
BLOG
WHAT: Authoring a blog article on blog.hubspot.com
WHY: Writing a blog for HubSpot’s renowned Inbound Marketing Blog will get your
agencies name, opinions and expertise in front of an average daily readership of over
15,000 online marketers.
5
Glossary of Rewards & Benefits
HUBSPOT QUOTE IN PARTNER-LED PRESS RELEASE
WHAT: Quotes from Brian Halligan and Pete Caputa in your agency press release.
WHY: Having quotes from HubSpot leadership in your press releases will add clout to
your message, and stamp your firm as an undeniable inbound leader.
PARTNER CREATED CASE STUDY
WHAT: Video and written case study of your work, posted on HubSpot.com
WHY: Case studies are incredibly powerful proof pieces for marketing services
agencies. Having a success story available to the thousands of online marketers who
come to HubSpot.com every day will create serious exposure and credibility for your
agency.
5
Glossary of Rewards & Benefits
HUBSPOT SPEAKER ON PARTNER-LED WEBINAR
WHAT: Have a HubSpot co-presenter on your inbound marketing webinar.
WHY: Webinars can be powerful lead generation machines, and having a HubSpot
presenter on your next event could help increase the depth of the content delivered, as
well as the engagement of those in attendance.
PARTNER SHOWCASE
WHAT: A quarterly webinar during which all selected VAR’s will present capabilities and
special service packages to HubSpot’s internal sales team.
WHY: Our sales team interacts with hundreds of potential HubSpot customers each
day, and routinely suggest partner services when “time” or “resources” are cited as
potential hurdles. This Showcase will be an opportunity to become top-of-mind with a
very influential channel of potential recommendations.
5
Glossary of Rewards & Benefits
PARTNER DAY @ HUBSPOT
WHAT: A day at HubSpot that will feature collaborative content creation and meetings
with key HubSpot executives.
WHY: The content created will be co-branded and co-promoted by all agencies involved,
as well as HubSpot. Additionally, the meetings with key HubSpot executives will provide
a unique forum for idea-sharing and company updates.
5
Glossary of Rewards & Benefits
SERVICES
Benefits
5
Glossary of Rewards & Benefits
DEDICATED CUSTOMER SUCCESS MANAGER
WHAT: A Customer Success Manager is an account manager who handles all billing
and strategy questions for your client (once on-boarding is completed).
WHY: Having one point of contact for all your active customers will allow you to easily
and effectively manage those accounts.
DEDICATED INBOUND MARKETING CONSULTANT
WHAT: An Inbound Marketing Consultant is your main point-of-contact for all medium
and large product clients. They guide the on-boarding process and initial strategy
development (where needed) for your client.
WHY: Having one point of contact for all your active customers as they get started with
HubSpot will allow you to streamline and tailor the product and inbound marketing
education to the expectation set in your sales process.
5
Glossary of Rewards & Benefits
QUARTERLY STRATEGY SESSION FOR ALL ACTIVE ACCOUNTS
WHAT: A quarterly, hour-long strategy session with your HubSpot Customer Success
Manager, Inbound Marketing Consultant and a member of HubSpot’s marketing team.
WHY: Reviewing all your active accounts with a power panel of HubSpotters to provide
fresh perspective will help you craft inbound marketing campaigns that move the
needle on client ROI.
MONTHLY STRATEGY SESSION FOR ALL ACTIVE ACCOUNTS
WHAT: A monthly, hour-long strategy session with your HubSpot Customer Success
Manager, Inbound Marketing Consultant and a member of HubSpot’s marketing team.
WHY: Reviewing all your active accounts on a monthly basis with a power panel of
HubSpotters to provide fresh perspective will help you craft and hone marketing
campaigns move the needle on client ROI.
NEXT
STEPS
8 Next Steps
• Get your badge up!
• Figure out how to climb the ladder, ask us for help!
• Write us a blog, schedule a webinar…
FINE
PRINT
8 Fine Print
•  HubSpot reserves the right to adjust, terminate, discontinue, substitute,
subtract from or add onto all tier requirements and benefit packages, without
explanation, as they see fit.
•  HubSpot reserves the right to strip benefits from VAR’s on an individual
basis where and when they see just cause.
•  All benefit package pieces will be scheduled for times and dates that are
mutually beneficial, and agreed upon, to both HubSpot and the qualifying
VAR.
•  Data for Tier Requirements will be run quarterly (official date TBD). At that
time, where necessary, new badges and instructions to remove old badges
will be issued.
•  Access to all Benefit Packages will begin on October 1st (with the exception
of the Skill Specific Badges and Partner Showcase).
THANK
YOU