Guide To Agency Services With HubSpot
Guide To Agency Services With HubSpot
Guide To Agency Services With HubSpot
A Guide to Partner Services
with
HubSpot Software
- 2019 -
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As a HubSpot Partner you have the opportunity to offer not only marketing services, but also
sales and customer experience services. By expanding your services to include sales and
customer experience, you can close the loop and turn your clients into full flywheel businesses
that grow better. Firms typically have a standard set of inbound services that they offer their
clients. As you begin thinking about expanding your services, we’ve created a guide to the
various services you might offer and the products and resources to help deliver these services.
Together we can solve for our customers and growth better together.
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Table of Contents:
Marketing Services
Foundational Marketing Services…………………………………………4
Traffic Generation Services………………………………………………...6
Lead Conversion Services………………………………………………….9
Lead Nurturing Services…………………………………………………..10
Sales Services
Foundational Sales Services……………………………………...………13
CRM Implementation Services………………………………………...…15
Sales Enablement Services………………………………………………..17
Sales and Marketing Alignment Services………………………….…….22
Sales Coaching Services…………………………………………………...24
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Marketing Services
Inbound marketing is about creating valuable experiences that have a positive impact on
people and your business. There are four core categories of marketing services that agencies
typically offer. These consist of: foundational services, traffic generation services, lead
conversion services and lead nurturing services. Below we outline each service offering and the
tools and resources that help you deliver them to your clients.
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❏ Free buyer persona resources
❏ Buyer persona templates
Content Strategy
Content strategy refers to the management of pretty much any tangible media that you create
and own: written, visual, downloadable ... you name it. It is the piece of your marketing plan
that continuously demonstrates who you are and the expertise you bring to your industry. (This
is typically a one-time service that varies in time to complete).
HubSpot Products to Deliver Service:
❏ Marketing Hub
❏ HubSpot CRM
Product Features:
❏ HubSpot SEO and Content Strategy Tools
HubSpot Resources:
❏ How to position and sell content strategy
Technical Implementation
This service is the setup of the HubSpot platform. This consists of adding users, installing
tracking codes, connecting domain names, integrating a CRM and more. (This is typically a
one-time service that averages 3-4 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub
❏ HubSpot CRM
HubSpot Resources:
❏ Getting started and setup on Marketing Hub
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sales and marketing alignment. (This is typically a one-time service that varies in time to
complete).
HubSpot Products to Deliver Service:
❏ Marketing Hub
❏ HubSpot CRM
HubSpot Resources:
❏ How to deliver a sales and marketing alignment meeting
❏ How we used HubSpot to achieve sales and marketing alignment [customer story]
Reporting Setup
This service offer is for setting up the default reporting dashboards that you and/or your client
will use to analyze marketing efforts. (This is typically a one-time service that varies in time to
complete).
HubSpot Products to Deliver Service:
❏ Marketing Hub
❏ HubSpot CRM
HubSpot Resources:
❏ Getting started with reports
Traffic Generation Services
Blogging
This service is for increasing traffic to your client’s website. Blogging is one of the keys to a
successful content strategy and helps build thought leadership within an industry, which will
help build your client’s brand as the go-to subject matter source. (This is a recurring service
that averages 3-4 hours/blog post).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CMS
❏ HubSpot CRM
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Product Features:
❏ Blogging Tools
❏ SEO Tools
HubSpot Resources:
❏ Getting started with the blogging tool
SEO
This service is for increasing inbound traffic to your client’s website. SEO focuses on nothing
else but expanding a company’s visibility in the organic search results. It helps businesses rank
more pages higher in SERPs. And in turn, drive more visitors to the site, increasing changes for
more conversions. (This is a recurring service that averages 3-4 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ SEO Tools
❏ Blogging Tools
HubSpot Resources:
❏ Content marketing certification course
❏ Inbound certification course
❏ How to position and sell content strategy
Social Publishing
This service is for creating, scheduling, publishing, and monitoring social posts that build
awareness and/or drive conversions from an audience on a social network. (This is a recurring
service that averages 1-2 hours/week).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
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❏ Social Media Tools
HubSpot Resources:
❏ Social media certification course
❏ How to position and sell social media tools
Video Marketing
This service offering provides your clients with the power of video across marketing to provide
actionable, personalized content to leads and customers. Video is one service that can
differentiate you and can all be delivered from the HubSpot platform. (This is a recurring
service that averages 8 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional
❏ HubSpot CRM
Product Features:
❏ Video Hosting / HubSpot Video
HubSpot Resources:
❏ How to position and sell HubSpot Video Hosting
❏ HubSpot Video overview deck
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❏ HubSpot Video and Vidyard upgrades overview deck
Lead Conversion Services
Conversion Path Creation
This service is where you create the process by which an anonymous website visitor becomes a
known lead. A conversion path is comprised of a remarkable content offer, call-to-action,
landing page, and thank you page. (This is a recurring service that averages 3-4 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Content Strategy
❏ Landing Pages
❏ Calls-to-Action
❏ Forms
HubSpot Resources:
❏ How do conversion paths work?
❏ How to create a conversion path in HubSpot that generates leads [customer story]
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❏ How to position and sell social tools
A/B Testing
This service is for optimizing your client’s conversion path to ensure that conversion rates stay
steady or continually increase. Elements you can test include; CTA copy, CTA graphics, landing
page copy, form length, and much more. (This is a recurring service that averages 1 hour/week)
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ A/B Testing
HubSpot Resources:
❏ How to A/B test your page
❏ How to do A/B testing
Lead Nurturing Services
Lead Nurturing and Automation
This service is for nurturing leads through your funnel by providing relevant content and offers
along the buyer’s journey. (This is a recurring service that averages 1-2 hours configuration).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Workflows
❏ Marketing Automation
HubSpot Resources:
❏ Understanding lead nurturing course
❏ Workflow FAQs
❏ Workflow actions
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Email Marketing
This service is for engaging existing contacts through email. (This is a recurring service that
averages 1-2 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Starter, Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Email Marketing Tools
HubSpot Resources:
❏ How to create marketing emails in HubSpot
❏ How to analyze email performance
Offer Creation
This service is for creating the offers that will generate quality leads for your clients. You can
create content offers for each stage of the buyer’s journey to help them progress to becoming
a customer. (This is a recurring service that averages 15+ hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Starter, Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Landing Pages
❏ Forms
❏ Lead Flows
HubSpot Resources:
❏ Free content creation tools
❏ How to get started with calls-to-action in HubSpot
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Personalized Content
This service is for creating a personalized website experience for users who engage with your
website and content. Optimize sites to display only relevant information and offers to repeat
visitors and customers. (This is a recurring service that varies in time to complete).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Smart Content
HubSpot Resources:
❏ How to use personalization with content
Lead Scoring
This service is the construction of a lead scoring system to help your client qualify and assess
leads. This is most useful for clients with good lead flow. For smaller clients, coach them on
identifying and applying prospect fit criteria through the sales team. (This is typically a
one-time service that averages 4-6 hours).
HubSpot Products to Deliver Service:
❏ Marketing Hub Professional and Enterprise
❏ HubSpot CRM
Product Features:
❏ Lead Scoring
❏ Likelihood to Close Contact Property
HubSpot Resources:
❏ How to set up lead score properties
❏ Understanding HubSpot lead scoring course
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Sales Services
Inbound sales is a personalized, helpful, modern sales methodology. Inbound salespeople
focus on their prospect’s pain points, act as trusted advisors, and adapt their sales process to
the buyer journey. There are services you can offer both within inbound sales as well as other
sales services that will be supporting the inbound motion and growth of your clients. These
consist of: foundational services, CRM implementation services, sales enablement services, and
sales coaching services. Below we outline each service offering and the tools and resources
that help you deliver them to your clients.
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❏ HubSpot CRM
HubSpot Resources:
❏ Sales strategy examples and templates
❏ Inbound sales certification course
❏ Defining your sales process in HubSpot course
❏ Implementing your sales process with HubSpot course
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Reporting Setup
This service is where you setup dashboards and reports for your client so they can keep track of
progress and performance. (This is a one-time service that varies in time).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
❏ Reports
HubSpot Resources:
❏ How to report on revenue in HubSpot
CRM Implementation Services
Custom Fields and View Creation
This service is where you would setup custom fields and views tailored to your client. In
HubSpot, properties store information about a contact, company, deal, or ticket. However, you
may need additional properties to gather information your clients’ business needs. (This is a
one-time service averaging 5 hours).
HubSpot Products to Deliver Service:
❏ Sales Hub Free, Starter, Professional and Enterprise
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❏ HubSpot CRM
HubSpot Resources:
❏ How to create custom fields in HubSpot
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Integrations Setup
This service is for agencies that want to use integrations or develop them. If you’re not
comfortable developing integrations for your client, HubSpot offers a directory with certified
agencies who can help you. (This is a one-time service that varies in time).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
HubSpot Resources:
❏ HubSpot CRM integrations guide
❏ HubSpot Connect
❏ How to install the HubSpot-Salesforce integration
Sales Enablement Services
Setup Conversations
This service is where you would setup the Conversations feature within HubSpot. You can use
the conversations inbox to manage your team’s email inbox and targeted messages all in one
place. Connect live chat, bots and team inbox. (This is a one-time service averaging 1 hour).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
Product Features:
❏ Conversations
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HubSpot Resources:
❏ How to position and sell Conversations
❏ Guide to getting started with Conversations
Setup Calling
This service is where you would setup the Calling feature within HubSpot. Your clients can use
this feature to make and record prospecting and sales calls through HubSpot software. (This is
a one-time service averaging 1 hour).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
Product Features:
❏ Calling Tools
HubSpot Resources:
❏ Guide to using the calling tool in HubSpot
❏ Technical requirements for the calling tool in HubSpot
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❏ Sales Hub
❏ HubSpot CRM
Product Features:
❏ Reporting
HubSpot Resources:
❏ Differences between funnel report types
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HubSpot Resources:
❏ How to upload and share documents
❏ The power of content in sales enablement academy course
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Sales and Marketing Alignment Services
Sales and Marketing Alignment Workshop
This service is where you would hold workshop trainings to align expectations between sales
and marketing. (This is a one-time service averaging 6 hours).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
HubSpot Resources:
❏ Aligning marketing and sales academy course
❏ How to deliver a sales and marketing alignment meeting
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SLA Development
This service is where you would align and set service level agreements that sales and marketing
will adhere to. Service level agreements align expectations and keep everyone on track. (This is
a one-time service averaging 16 hours).
HubSpot Products to Deliver Service:
❏ Sales Hub
❏ HubSpot CRM
Product Features:
❏ Reporting
HubSpot Resources:
❏ How to create an effective SLA
❏ The ultimate guide to service level agreements
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Sales Coaching Services
Sales Rep Coaching
This service is where you would be coaching sales reps for your client to make sure that they’re
able to sell ‘the inbound way’ and are trained on the tools and resources you enable them with.
(This is a recurring service averaging 1 hour/rep/week).
HubSpot Resources:
❏ The ultimate guide to sales coaching
❏ Sales coaching training for managers academy course
❏ Sales training techniques and ideas academy course
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Customer Experience Services
Customer experience is the product of interaction between an organization and a customer
over the duration of their relationship. Tie this into the HubSpot methodology, where you’re
delighting customers in order to turn them into loyal advocates for your clients’ business. By
solving your customers’ problems, you can delight and turn them into a growth engine for
clients.These consist of: foundational services, help desk services, knowledge base services,
and customer feedback services. Below we outline each service offering and the tools and
resources that help you deliver them to your clients.
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HubSpot Resources:
❏ How to create an effective customer journey map
❏ Mapping the customer journey whitepaper
Reporting Setup
This service is where you will set up service team reporting. (This is a one-time service varying
in time).
HubSpot Products to Deliver Service:
❏ Service Hub
HubSpot Resources:
❏ How to get started with reports
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HubSpot Products to Deliver Service:
❏ Service Hub
Product Features:
❏ Conversations
HubSpot Resources:
❏ Selecting conversation channels academy course
❏ Guide to Conversations
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Customer Feedback Services
Setup Customer Feedback (NPS, CES, 3 Point Surveys)
This service is where you would set up customer feedback surveys that align around your
client’s goals and the strategy you’ve outlined for them. (This is a one-time service averaging
10 hours).
HubSpot Products to Deliver Service:
❏ Service Hub Professional
Product Features:
❏ Customer Feedback
HubSpot Resources:
❏ Setting up customer loyalty surveys
❏ Setting up customer satisfaction surveys
❏ Setting up customer support surveys
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❏ Service Hub Starter, Professional and Enterprise
Product Features:
❏ Customer Feedback
❏ Reporting
HubSpot Resources:
❏ How to analyze customer feedback