Leveraging HubSpot Enterprise To Grow Your Agency Overview & Introduction #VARFormable 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

The “Deeper in the Funnel” Opportunity Value of Your Services Increases Deeper in the Funnel

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 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. 8

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 In- House 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

13 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

14 Enterprise Today

15 Today

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 o Behavior based triggers o Multi-channel triggers o Integration with your ESP Advanced Analytics 17

Product Features Advanced Landing Pages o Unlimited A/B Testing What is A/B Testing? o “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.” 18

Advance Landing Pages Key Value Points o 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 19

Advance Landing Pages Key Value Points o 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 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 Service Provider (ESP) Integration 21

Product Features Advanced Lead Nurturing o Behavior-based triggers What are behavior-based triggers? o “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.” 22

Advance Lead Nurturing (Engage) Behavior-based triggers - Key Value Points o 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. 23 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… 24 Did prospect return within five days? Yes No Send “Case Study” Send “IMA Invite” Prospect visits site, downloads white paper

Behaviors are Recorded as Events 25 Visited URL o Abandoned landing page o Viewed new product page o Viewed pricing page Clicked Element o Viewed product video o Viewed photo gallery Submitted Form o Downloaded white paper o Requested a demo o Requested a free trial o Requested to be contacted Custom Event o Credit card rejected o Mentioned competitor on social media o Mentioned us on Twitter o Mentioned us on Social Media o Downloaded mobile app o Rate mobile app o Submitted support ticket o Submitted help desk ticket o Etc., etc., etc…

Product Features Advanced Lead Nurturing o Multi-channel What are Multi-channel triggers? o “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 marketing.” 26

Product Features Advanced Lead Nurturing o Multi-channel What does “Beyond the boundaries of your website and marketing” mean? o Leverage a prospect’s behaviors in the following areas to trigger s Social Media, Mobile, Support, Billing, CRM, etc… 27

Change: Product Features Advanced Lead Nurturing o Multi-channel triggers Here’s an example… 28 Send “competitive product matrix” One of your leads mentions a competitor on Twitter

Advance Lead Nurturing (Engage) Multi Channel - Key Value Points o Engagement with prospects has moved beyond the boundaries of your website o The capability to send nurturing s based on prospect behaviors across channels (social media, mobile, support, billing, CRM, website, etc…) 29

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 o Some are out of the box o Some require a developer 30

Product Features Advanced Lead Nurturing o Service Provider (ESP) integration What is ESP integration? o “Allows a marketer or business owner to maintain their current ESP to manage their send and use HubSpot Enterprise to make sure the right people at the right time receive the right message.” 31

Advance Lead Nurturing (Engage) ESP Integration - Key Value Points o Execution and accountability are CRITICAL aspects of using for marketing o HubSpot Enterprise gives you the flexibility to integrate with your current. 32

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 send 33

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 Cak 34

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 “Allows a marketer or business owner to understand what behaviors yield the best customers as measured by revenue and Life Time Value (LTV).” 36

Product Features Advanced Analytics o Influence What new insights can be gained? o “Allows a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a higher volume.” 37

Product Features Advanced Analytics o Velocity What new insights can be gained? o “Allows a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a faster rate.” 38

Product Features Advanced Analytics o Multi-channel What new insights can be gained? o “Allows a marketer or business owner to understand and account for behaviors beyond the boundaries of your website and marketing across revenue, influence and velocity.” 39

Advanced Analytics Key Value Points o Deep insights across channels and platforms Extremely difficult to aggregate disparate data sources across channels/platforms o 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 40

Advanced Analytics Key Value Points o 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 41

Advanced Analytics Key Value Points o 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 42

Advanced Analytics A key concept to understand o Advanced Analytics solves for events marketers want to understand and optimize o Analyzing events allows a marketer to get underneath things like… 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 43

Knowledge Check Questions 1. What are the 3 key things that haven’t changed with the addition of the advance features? 2. What are the three advanced features we have added to the product? 3. What are the new names of the 3 HubSpot product levels? 4. What do advanced landing pages allow a marketer or business owner to do and why is that important? 5. What does advanced lead nurturing allow a marketer or business owner to do and why is that important? 6. Describe an advanced lead nurturing workflow. 7. What do advanced analytics allow a marketer or business owner to accomplish and why is that important? 44

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

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