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HubSpot’s Partner Office Hours for Marketing Agencies & Consultants w/ Patrick Shea VAR Marketing Manager @mpatrickshea Hashtag 1 #HubSpotHours HUBSPOT SERVICE MARKETPLACE An Introduction & Overview w/ Liz Ricklefs, Marketplace Manager TABLE OF CONTENTS 1 3 5 What is the Service Marketplace? 2 What’s there and who’s there? Requirements to join? 44 Best practices? Questions? 3 What is the Service Marketplace? The Service Marketplace is . . . Found: 1. http://services.hubspot.com (direct link outside the Product) 2. “Community” tab in Product navigation 3. Hubspot.com/Partners – All Partner Programs – http://www.hubspot.com/partners-0/all-programs/ In a nutshell: 55 active HubSpot Partners offering services from content creation to design to technical integrations. 5 What & Who is in there? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 22 Services Available Website Copywriting Blog Articles Premium Content Video Production Website Design/Redesign *HubSpot CMS Design/Redesign On-Page SEO Off-Page SEO Local SEO Mobile Website Optimization Social Media Marketing Email Templates Pay Per Click Call to Action Buttons Landing Page Designs **Advanced Landing Pages Lead Nurturing Emails *CRM Integration *eCommerce Integration Google Custom Search Do Inbound Marketing For Me *HubSpot Academy Coaching *For HubSpot customers only ** For HubSpot Enterprise customers only 7 Requirements to join? The Service Marketplace: Requirements to Be a Listed Provider 1. Be a HubSpot Certified Partner (with at least one active HS subscription for yourself or that you’ve sold another HS customer) 2. Have passed the inbound marketing exam 3. Pay $500 per year for Partner Portal (HubSpot’s iteration of SFDC) and use it to manage all your service transactions Learn more here. *Note: Providers must ensure all of their transactions up to date in the Partner Portal in order for customer numbers and CHI metrics to be accurate on the Marketplace. Failure to comply will result in a deactivation of listing. 9 Best Practices? Best Practices Tips to getting more leads: 1. Upload examples 2. Ratings/reviews 3. Be timely and responsive on getting back to your requestors 4. Price competitively 5. Ensure Partner Portal accuracy The higher your customer count and customer satisfaction, the higher your ranking on the Provider directory. 11 Examples + Ratings & Reviews • • • Featured (Liz picks rotation): Do Inbound Marketing For Me Or by Partner – e.g. Hoi Moon’s Website Design/Redesign Reviews available for every Provider for every service, e.g. Top Line Results DIMFM 12 How do rankings work? Rankings 2 1 14 What goes into CHI? HOW SETUP HOW FREQUENT HOW SUCCESSFUL Effort Goes Up = CHI Goes Up Likelihood for Success Increases CHI and CHI+ What is Customer Happiness or "CHI"? HubSpot measures the success of each customer using a "Customer Happiness Index" or "CHI" score. Our algorithm considers HubSpot software setup, usage, volume and quality of content and results from inbound marketing (i.e., increase in traffic, leads, keyword rankings, subscribers, followers). Relevance to Partner Portal & Service Marketplace • The number of "Customers" you are working with – anyone you've completed work for or are actively engaged in work for in each particular service category. • The increase in Customer Happiness or "CHI+": – We take the starting CHI score – We take the ending CHI score – We show the average difference between the ending and starting CHI score for your customers for each particular service category 18 An example. Providers with Most Requests Why So Many Requests? These Providers… • • • • Have many customers Have customers with high CHI Have uploaded examples Have high ratings • Some Providers do one thing and do it well – e.g. Pull Not Push, HubSpot CMS Design/Redesign • Started by targeting a couple of services at low prices to build up a client base, then raised their prices on those services because they didn't need as many customers... and now they concentrate on just the services they specialize in/want to be known for. 20 Most Requested Services All Time 350 300 250 200 150 100 50 0 HubSpot CMS Design/Redesign Do Inbound Marketing For Me Blog Articles Website Design/Redesign CRM Integrations 21 Success Story Success Story: LyntonWeb • HubSpot Partner since 2008 • Service Marketplace Provider since 2009 • Watch the Case Study Video here. Reasons LyntonWeb is so successful • Did not happen overnight – been an agency since 1999! • Knows HubSpot software & methodology inside and out • Ability to grow from project-based to retainer-based services • Reselling ability + service ability + technical development (App Marketplace) ability • Never underestimate the hard work put in – this is not easy! 22 FAQ Why join? Will I get new leads from the Service Marketplace? I’m new. What do you recommend: specialize or list for all services? 26 Categories that may need more Providers? 27 FAQ Q: Will I get new leads from the Service Marketplace? A: There are currently a handful of Providers who get a majority of the work. If you have no customers and therefore no CHI, you are better off working on building up your VARS Bundled base first. The Marketplace does not promise any number of leads when joining. Additionally, the majority of those wanting services are already HubSpot customers. Q: Why join? A: If you want to provide services, the goal is that this provides an opportunity for projectbased work to lead to retainers. Keep in mind this will be mostly people that are already signed on to HubSpot. Q: I’m new. What do you recommend - specialize or list for all services? A: Right now, Do Inbound Marketing For Me is extremely competitive, as is HubSpot CMS Design/Redesign. While you can list for it and may do well with Buyers who are priceshopping, listing in other more niche categories may be helpful. Q: Categories that may need more Providers? A: Technical proficiency - CRM integrations of less popular and legacy systems. Q: Geography? Search features? A: In the future we hope to sort Providers by geography and add search functionality. 28 THANK YOU