Leveraging HubSpot Enterprise To
Grow Your Agency
Overview & Introduction
#VARFormable
10-5-2011
1
Agenda
• The Opportunity for Agencies
• Overview of Program & How it Will Help
You Capitalize
• What Changes in Your Sales/Marketing
Processes?
• Key Terms, Functionality & Value
Propositions
• Resources & What’s Next
The Upstream Opportunity
Value of Your Services
Increases
Deeper in the Funnel
The “Deeper in the Funnel” Opportunity
Opportunity: New Markets & New Personas
Markets:
• SaaS
• Ecommerce
Personas:
• VP Sales
• VP Customer Service/Support
Agenda
• The Opportunity for Agencies
• Overview of Program & How it Will Help
You Capitalize
• What Changes in Your Sales/Marketing
Processes?
• Key Terms, Functionality & Value
Propositions
• Resources & What’s Next
Program Overview
1. Training on Product
2. Guidance on Developing New Service
Offerings
3. Updated Sales Process
4. Co-marketing including new services on
services marketplace, promoting your
content, publishing guest articles at our
blog, contributing to whitepaper and
creating case studies we publish.
Training
1. 10+ Sessions. Each Wednesday
2. Published in “HubSpot Enterprise
Training” Subgroup on “HubSpot
Certified Partner” Forum on LI
3. Use support for product question,
forum to tap each other’s brains.
4. Some homework and setup after each
session.
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Agenda
• The Opportunity for Agencies
• Overview of Program & How it Will Help
You Capitalize
• What Changes in Your Sales/Marketing
Processes?
• Key Terms, Functionality & Value
Propositions
• Resources & What’s Next
Let’s talk about change…
How does this change the
personas you sell to?
It doesn’t! We’re still selling
to SMB Owners and InHouse Marketers.
10
Let’s talk about change…
How does this change
your value proposition?
It doesn’t! We’re still helping
them Get Found, Convert
and Analyze.
11
Let’s talk about change…
How does this change the
feature set we sell?
It doesn’t! We’re still
providing a similar feature
set and services.
Let’s take a look…
12
Slide of hubspot features.
Think about it this way. HubSpot
Enterprise provides advanced
capabilities in the following areas:
• Landing Pages
• Lead Nurturing
• Closed Loop Analytics
13
Today
Enterprise
14
Today
15
Agenda
• The Opportunity for Agencies
• Overview of Program & How it Will Help
You Capitalize
• What Changes in Your Sales/Marketing
Processes?
• Key Terms, Functionality & Value
Propositions
• Resources & What’s Next
Product Features
What’s offered in HubSpot Enterprise
• Advance Landing Pages
o
A/B Testing
• Advanced Lead Nurturing
Behavior based triggers
o Multi-channel triggers
o Integration with your ESP
o
• Advanced Analytics
17
Product Features
• Advanced Landing Pages
o Unlimited
A/B Testing
• What is A/B Testing?
o
18
“Allows a marketer or business owner to
increase lead conversion by easily testing
different messaging to see which ones have
the most positive impact on results.”
Advance Landing Pages
• Key Value Points
Unlimited A/B Testing
o Landing pages run on your subdomain
o Extremely affordable method to A/B testing
o Allows marketers to avoid the typical
technical issues with java script A/B testing
o Up and running instantly
o No IT Involvement
o
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Advance Landing Pages
• Key Value Points
No designer needed, template system saves
valuable time
o Import tool allows a “1 click import” of your
look and feel
o Detailed landing page reporting
o
• Discover the right message for the right
channel
• Test which version works best for each source
20
Product Features
• Advanced Lead Nurturing
o Behavior-based triggers
o Multi-channel
triggers
o Email Service Provider (ESP) Integration
21
Product Features
• Advanced Lead Nurturing
o Behavior-based triggers
• What are behavior-based triggers?
o
22
“They allow a marketer or business owner
to Increase lead to customer conversions
and shorten sales cycles by nurturing leads
based on buyer behavior and providing
content corresponding to where a prospect
is in the buying process.”
Advance Lead Nurturing (Engage)
• Behavior-based triggers - Key Value Points
Optimize your messaging as prospects exhibit
certain behaviors while they move through
your funnel.
o Allows you to send very specific messages
based on specific behavior chains
o Behavior chains can be developed based on
what a prospect did or did not do.
o
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While we haven’t talked in detail about advanced analytics yet,
you can use them to figure out what the
behavior chains are that correlate to conversions.
More about that later!
Product Features
• Advanced Lead Nurturing
o Behavior-based triggers
• Here’s an example…
Prospect
visits site,
downloads
white
paper
Did prospect
return within
five days?
No
Send “Case
Study”
email
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Yes
Send “IMA
Invite” email
Behaviors are Recorded as Events
• Visited URL
o
o
o
Abandoned landing page
Viewed new product page
Viewed pricing page
• Clicked Element
o
o
Viewed product video
Viewed photo gallery
• Submitted Form
o
o
o
o
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Downloaded white paper
Requested a demo
Requested a free trial
Requested to be contacted
• Custom Event
o
o
o
o
o
o
o
o
o
Credit card rejected
Mentioned competitor on
social media
Mentioned us on Twitter
Mentioned us on Social
Media
Downloaded mobile app
Rate mobile app
Submitted support ticket
Submitted help desk ticket
Etc., etc., etc…
Product Features
• Advanced Lead Nurturing
o Multi-channel
• What are Multi-channel triggers?
o
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“They allow a marketer or business owner
to increase lead to customer conversions
and shorten sales cycles through nurturing
leads based on behaviors BEYOND the
boundaries of their website and email
marketing.”
Product Features
• Advanced Lead Nurturing
o Multi-channel
• What does “Beyond the boundaries of
your website and email marketing”
mean?
o
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Leverage a prospect’s behaviors in the
following areas to trigger emails
• Social Media, Mobile, Support, Billing, CRM,
etc…
Change: Product Features
• Advanced Lead Nurturing
o Multi-channel
triggers
• Here’s an example…
One of
your leads
mentions a
competitor
on Twitter
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Send
“competitive
product
matrix” email
Advance Lead Nurturing (Engage)
• Multi Channel - Key Value Points
Engagement with prospects has moved
beyond the boundaries of your website
o The capability to send nurturing emails
based on prospect behaviors across channels
(social media, mobile, support, billing, CRM,
website, etc…)
o
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Advance Lead Nurturing (Engage)
• Multi Channel - Key Value Points
o
Multi-channel integrations
• Social Media – Twitter, Facebook, Ning
• Help Desks – Zendesk, Tender, Assistly
• Payment Systems – Recurly, Chargify, Shopify
• CRM – Salesforce, Sugar, Open API
• Live Chat – Olark, Campfire, SnapEngage
• Other – Google Analytics
Some are out of the box
o Some require a developer
o
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Product Features
• Advanced Lead Nurturing
o Email Service Provider (ESP)
integration
• What is ESP integration?
o
31
“Allows a marketer or business owner to
maintain their current ESP to manage their
email send and use HubSpot Enterprise to
make sure the right people at the right time
receive the right message.”
Advance Lead Nurturing (Engage)
• ESP Integration - Key Value Points
Execution and accountability are CRITICAL
aspects of using email for marketing
o HubSpot Enterprise gives you the flexibility
to integrate with your current.
o
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Advance Lead Nurturing (Engage)
• ESP Integration - Key Value Points
o
HubSpot Enterprise provides the marketer
with advanced tools for…
• List creation
• Advanced send triggers
• Data collection and analysis
• Managing the email send
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Advance Lead Nurturing (Engage)
• ESP Integration - Key Value Points
o
We integrate with the following ESPs
• Constant Contact
• MailChimp
• ExactTarget
• Campaign Monitor
• iContact
• Blue Sky Factory
• Emarsys
• Cakemail
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Product Features
• Advanced Analytics
o Revenue
o Influence
o Velocity
o Multi-Channel
35
Product Features
• Advanced Analytics
o Revenue
• What new insights can be gained?
o
36
“Allows a marketer or business owner to
understand what behaviors yield the best
customers as measured by revenue and Life
Time Value (LTV).”
Product Features
• Advanced Analytics
o Influence
• What new insights can be gained?
o
37
“Allows a marketer or business owner to
understand what behaviors influence leads
to progress through the funnel at a higher
volume.”
Product Features
• Advanced Analytics
o Velocity
• What new insights can be gained?
o
38
“Allows a marketer or business owner to
understand what behaviors influence leads
to progress through the funnel at a faster
rate.”
Product Features
• Advanced Analytics
o Multi-channel
• What new insights can be gained?
o
39
“Allows a marketer or business owner to
understand and account for behaviors
beyond the boundaries of your website and
email marketing across revenue, influence
and velocity.”
Advanced Analytics
• Key Value Points
o
Deep insights across channels and platforms
• Extremely difficult to aggregate disparate data
sources across channels/platforms
HubSpot Enterprise pulls all of the data into
one view so you have a complete picture of
your prospect/customer
o From first click to last conversion you have
insight into the entire customer lifecycle
o
40
Advanced Analytics
• Key Value Points
It is now possible to get underneath how
long it takes a prospect to move from first
visit/touch to conversion
o It is now possible to understand the
behaviors of your best customers as they
move down the funnel to purchase
o It is now possible to know what elements—
when touched—lead to a sale
o
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Advanced Analytics
• Key Value Points
Use data and science to determine what
content accelerates leads through your
sales and marketing funnel
o Gain a clear understanding into what are
the most effective channels to effectively
drive visitors to convert
o Develop insights into what are the most
influential steps along the conversion path
o
42
Advanced Analytics
• A key concept to understand
Advanced Analytics solves for events
marketers want to understand and optimize
o Analyzing events allows a marketer to get
underneath things like…
o
• What drives visit to lead conversion
• What drives Lead to customer conversion
• What drives free trials
• What yields the best BANT qualified leads
• What drives blog subscribers
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Knowledge Check Questions
1.
2.
3.
4.
5.
6.
7.
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What are the 3 key things that haven’t changed with the
addition of the advance features?
What are the three advanced features we have added to the
product?
What are the new names of the 3 HubSpot product levels?
What do advanced landing pages allow a marketer or business
owner to do and why is that important?
What does advanced lead nurturing allow a marketer or
business owner to do and why is that important?
Describe an advanced lead nurturing workflow.
What do advanced analytics allow a marketer or business owner
to accomplish and why is that important?
Agenda
• The Opportunity for Agencies
• Overview of Program & How it Will Help
You Capitalize
• What Changes in Your Sales/Marketing
Processes?
• Key Terms, Functionality & Value
Propositions
• Resources & What’s Next
Use the Forums
• We’ll post updates and to-do’s.
• You should respond when you do
something, or when you get stuck.
• If you have product setup questions, call
support. 888 HubSpot
Let’s Start Talking About this Stuff
This is Our Chance to Lead the Industry!
See You Next Wednesday