What is a HubSpot Partner Agency, and What Can They Do For You?

What is a HubSpot Partner Agency, and What Can They Do For You?

If you’ve been considering investing in HubSpot’s CRM for your business, you know it’s a huge, robust tool. If your company can implement those tools effectively, you’ll definitely start to see results in the length of your sales cycle and the growth of your company. But, that’s the problem.

The HubSpot platform offers so many tools, and if you’re thinking about choosing one of their paid subscriptions, you might be worried that your team won’t be able to learn and implement them correctly, and in a reasonable period of time.

That’s a realistic concern. That’s also where a HubSpot Partner Agency comes in.  

What is a HubSpot Partner Agency?

If you know what HubSpot is, you might know a little about their Partner Program. Essentially, it’s a program offered to marketing agencies who already use the HubSpot platform and who are dedicated to the inbound marketing methodology.

Marketing agencies apply to be a partner, and once HubSpot accepts them, they’re given additional sales and marketing training, direct account managers through HubSpot, and a bunch of other tools they can use to provide better service to their clients.

Each HubSpot Partner Agency is ranked according to HubSpot’s tier system. The higher a company’s tier, the better the services they provide, and the more clients they have helped to use HubSpot successfully for themselves.  

Are There Different Types of HubSpot Partner Agencies?

Yes.

As you probably already know, there are tons of different types of marketing agencies. As long as they use HubSpot and approach marketing with an inbound mindset, an agency can apply to be a HubSpot Partner. That means that there are all different kinds of HubSpot Partner Agencies available to you.

Some, like us, are full-service agencies who handle inbound marketing, web design, email marketing, content marketing, paid search, social media advertising, and more.

Others might have a focus in one specific area — they might just design websites, they might just offer inbound marketing consulting, they might specialize in sales support, etc.

So, if you’re considering choosing a HubSpot Agency Partner it’s good to remember that we’re not all the same. You’ll have to do a little digging, and probably a  bit of interviewing to find an agency that fits with your culture and with your company’s overall goals.

But before we get to choosing a HubSpot Partner Agency, which we’ll talk about in a later blog post, let’s talk about what a HubSpot Partner Agency can actually do for you.

What Can A HubSpot Partner Agency Do For You?

Since HubSpot has more than 2,500 partner agencies, there must be some benefit to hiring them. But if you’re new to HubSpot, or if you’re already using HubSpot, you might not know exactly what a HubSpot Partner Agency can do for you, and how their services can benefit your company. Let’s talk about that. Here are 3 benefits that come from hiring a HubSpot Partner Agency:

HubSpot CRM Support

This one might seem obvious, but it’s important. As a HubSpot partner agency, your marketing agency can help your team better use the HubSpot CRM and all of its bundled tools.

If you don’t have HubSpot, a partner agency will help you onboard, will teach your team about all of the tools, and will walk each member of your team through the CRM, step by step.

If your team is already using HubSpot, a partner agency will help you figure out how to optimize that use. They’ll look at your analytics, talk to your sales and marketing teams, and implement new strategies that help you perform even better, across the entire platform.

The HubSpot CRM is an impressive tool, but it does take a little bit of work to master. Partnering with a HubSpot Agency minimizes that work, and essentially gives you a HubSpot coach who’s on-call anytime you need help.

The other bonus of working with a HubSpot Partner Agency is that you have a direct line to HubSpot support.

When you’re having trouble figuring out a new tool, or are troubleshooting an issue in the system, your agency can either help you fix the problem themselves, or talk directly to their HubSpot account managers for a quick resolution. This is a lot easier than working through customer service on your own, as partner agencies are one of the few who have their own direct line to HubSpot itself.

Exceptional Inbound Marketing Service

The benefit of using HubSpot in the first place is its impressive, powerful tools. The HubSpot CRM offers advanced analytics tracking and reporting, email tracking, blog publishing, social media publishing, and more. With all of these tools and the metrics that go with them, your marketing agency can offer you a much better overall marketing service.

Essentially, hiring a HubSpot Partner Agency is a two for one deal. Click To Tweet

You get the expertise of a marketing agency — their web design support, their unique inbound marketing strategies, the tools they use to deliver quality inbound marketing service, and their team of experts — plus all of the additional tools and organization that the HubSpot CRM offers.

Sales Alignment Support

When you work with a full-service HubSpot Agency Partner, you get more than just a bunch of cool tools and marketing advice. You also get sales support, which isn’t something you see from every marketing agency out there.

Inbound marketing methodology relies on the idea that for the best possible results for overall company growth, your sales and marketing teams have to be aligned.

To address that fact, the HubSpot CRM offers a vast suite of sales tools that work hand-in-hand with marketing tools, to help you get both teams on the same page, and working towards your company’s growth goals.

Working with a HubSpot Agency Partner takes those benefits just a step further. The HubSpot Partner Program offers partners training in both sales and marketing. That means your HubSpot Agency Partner (if you choose a full-service agency) is trained to coach not only your marketing team, but your sales team as well.

They can provide tools, content offers, and training that help your sales team shorten the overall sales cycle, and close on more, qualified leads. Combined with HubSpot Sales tools like lead and deal tracking, automatic notifications when a lead opens an email or lands on your website, and targeted email workflows, that’s a huge step towards company growth.

Our Experience As A HubSpot Gold Partner Agency

On a personal note, we’ve found this piece of sales and marketing alignment, specifically, to be one of the most helpful, and most popular services that we now offer our clients. As a HubSpot Gold Partner Agency, our clients love that we’re able to help with their marketing strategy, but they’re finding even more success now that we’re able to coach their sales team and teach them how to use the marketing content that we’ve been developing for years.

This really is one of the biggest benefits for our clients, and we’re seeing it produce some real results. Instead of just helping our clients get found, and get the qualified leads they want, this sales support has helped us teach our clients what to do once we deliver those qualified leads. And with that information and training, plus HubSpot’s user-friendly sales tools, they’re able to grow incredibly.

WHAT YOU GET:

HubSpot, HubSpot Support, the Marketing Agency You Were Looking For, and the Sales Coaching You Weren’t

In the end, the reason companies choose to partner with HubSpot agencies is because you get a whole lot of tools and expertise rolled into one deal. Here’s what you get:

  • The HubSpot CRM, plus all of its tools. That means blogging, social media publishing, landing pages, content offers, marketing campaign metrics, traffic metrics, lead tracking, email tracking, and more, all in one platform.
  • HubSpot Support. A company who can walk you through each and every one of HubSpot’s tools. They can use the tools for your benefit, and they’ll teach your team how to use them, too.
  • A Marketing Agency. This is what you were looking for in the first place, right? A marketing agency who can handle the more complicated aspects of digital marketing, from developing a new inbound-focused website to writing your blog posts and content offers, and setting up your ad campaigns.
  • Marketing and Sales Support. This is usually the benefit people are most surprised by. When you hire the right HubSpot Partner Agency, you get more than just a marketing team. You also get sales support that can completely turn around the way your company nurtures and closes leads. If you’re looking for company growth, this is the benefit that should be most important, and most exciting, to you.

Is a HubSpot Partner Agency Right for You?

While a HubSpot Partner Agency isn’t right for everyone, it is a great choice for companies who don’t have a marketing team, who need help finessing marketing strategy, and who are looking to streamline overall business operations, from marketing through to sales.

If you’re interested to learn a little bit more about whether a HubSpot Partner Agency is right for your company, don’t hesitate to reach out. As a HubSpot Gold Partner Agency, we’ve got plenty of info and would be happy to share with you more about how the partnership works.

And if you’re ready to hire a partner agency? We’ve got the experience and the expertise to help your company onboard to the HubSpot platform, and keep your business growing with marketing and sales support.

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HA’s Inbound Marketing Vocab List

HA’s Inbound Marketing Vocab List

Whether you’re new to inbound marketing or have been in the game awhile, it never hurts to bulk up on your inbound knowledge. The inbound marketing industry has a ton of terms and vocab words that aren’t used anywhere else, so if you’ve always wondered what ROI or PPC stand for, we’ve got answers. Let this be your ultimate Inbound Marketing Vocabulary list, with simple definitions to some of the most common inbound marketing terms:

A/B Testing

A method of testing different variables of your marketing materials to see which option encourages a better response from site viewers and users. A great example of A/B testing is trying out different colors on your call-to-action button to see which color gets a better response rate.

Analytics

When it comes to inbound marketing, analytics are the numbers we monitor to see how our site and inbound marketing strategy is working. Site analytics tell you how many people have visited your website, where those visitors are coming from, and what pages they’re looking at. Analytics on social media posts and digital advertisements tell you how many people have interacted with your posts and ads. We monitor analytics to see which inbound marketing efforts are successful, and which could use a little bit more work.

B2B

B2B stands for the words “business to business.” This refers to a business that provides a good or service for another business, rather than for the average consumer. Manufacturers who create materials that other companies use to build a bigger object, like a car, are a good example of B2Bs.

B2C

B2C stands for the words “business to consumer.” This is the type of business that provides goods or services directly to consumers, like a clothing or grocery store.

Bounce Rate

A bounce rate is a type of analytic that measures how long a site visitor stays on your webpage. A short bounce rate means that people aren’t staying on your website for very long, and are “bouncing off.” We use this analytic to tell us which pages of our website could use a little bit more work to draw more viewers in for longer.

Call-to-Action

Also known as a CTA, a call to action is a button that encourages a site visitor to take an action, and become a lead. Usually a CTA comes along with a form that captures a visitor’s contact information. The CTA will encourage visitors to download a content offer, subscribe to a newsletter, or call a company for more information.

Click-Through Rate

A click-through rate or CTR is the analytic used to measure how often people click through to your website or landing page from an ad or search engine. A higher click-through number means more people are making it to your site from your ad, and marks a more successful ad or landing page.

Conversion

In inbound marketing, a conversion happens when someone who’s just casually visiting your site fills out an information form, clicks a call to action, and becomes a lead. They become a lead once you have their information, and the fact that they were willing to convert means they’re likely more interested in the product or service you have to offer.

Content Calendar

A content calendar is a calendar that outlines your blog topics or content ideas for a certain period of time. Typically, a content calendar will include a post title, a description, a keyword, and a date that the content should be posted.

Content Clusters

A newer term, content clusters are a way of organizing your content marketing strategy for optimal linking and client understanding. You start with a pillar page of content, which provides a general overview of one topic that’s important to your target buyer. Then, you link other, more in-depth content pages about that same topic to the pillar page. That way, visitors can choose what they want to know more about, or they can opt for a simple overview. It’s an easy way to organize content that makes sense for search engines and human readers.

Content Marketing

Content marketing is one of the key ways to support a strong inbound marketing plan. It’s a way of putting helpful content out on your blog, your social media platforms, and in your emails that solves pain points of your target audience, and draws them further into your website, increasing the chances that they convert to leads.

Evergreen Content

Evergreen content is any kind of content, whether it’s a photo, blog, or infographic, that’s always relevant to your key buyer. This is content that doesn’t have a season and is always true and helpful. Evergreen content is a big part of an effective content marketing strategy because you can use it any time. It’s highly shareable, easy to link to, and the perfect content for when you need to get something out in a pinch.

Keyword

Keywords are probably the most well-known inbound marketing vocab term, but they’re simply words you want to rank well for on search engines. For example, if you’re a local roofer, keywords like asphalt roof, GAF shingles, and roofers in MyTown, USA, would be relevant words you’d want to rank for. For an effective keyword strategy, you’ll want to do some research to make sure you’re ranking for words your target audience is searching for.

Landing Page

A landing page is the page site visitors “land’ on when they click through from a search engine or advertisement. Effective landing pages usually have a form and a call-to-action button so that they can easily convert site viewers to leads.

Lead

A lead is a site viewer that has converted by submitting their contact information. Typically, leads are established after they sign up for a newsletter or download a gated content offer, and have to submit their email address in return for the content.

Mobile Optimization

Mobile optimization refers to the practice of ensuring your website and digital content show up attractively on mobile devices. It also refers to making your mobile site more indexable by Google’s search engines. Since more and more consumers are using mobile devices to search the web, mobile optimization is increasingly important.

Organic search result

An organic search result is one that shows up naturally on search engine results pages based on Google’s algorithm ranking. Organic results are not paid for, and organic results that show up on the first page of results are the most desirable, as they’re the most likely to receive clicks.

PPC

PPC stands for “pay-per-click,” a style of Google advertising in which businesses create ads, but only pay for the advertisement if someone clicks on it. For pay-per-click ads, you can bid on certain keywords that are relevant to your products or services.

ROI

ROI stands for “return on investment.” A relatively simple ratio, your return on investment is the money you net, minus the money you spend on your inbound marketing strategy. Inbound marketing offers a notoriously high ROI when implemented properly, because it doesn’t cost much, but can be leveraged to boost your revenue exponentially.

Target buyer/audience

Your target buyer or target audience is essentially your ideal client. They’re the person who definitely needs your product or service, and has the funds to pay for it. Most inbound marketing strategies are formed around the pain points and lifestyle of each business’s target buyer or audience.

We hope this vocab list helps figure out some of the more difficult industry terms. If you’ve got any more questions about inbound marketing, whether you want to know how it works, or how it can work for you, be sure to get in touch.

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Link Building – Should You Care?

Link Building – Should You Care?

There’s always a lot of swirling opinions on the internet about what Google still uses to rank websites, and what they don’t. While only Google’s algorithm knows exactly what it’s measuring to rank your website, there are a few things SEO experts have come to agree on as key factors in search engine results page rankings. And yes, one of those things is still the number of quality links that exist to your page. While it’s great to have links to external sites within your own pages, Google still uses the number of legitimate websites who are linking to you, to determine how worthy you are of a higher page rank.

In the past, SEO experts and webmasters alike have attempted to hack this factor of page ranking with various “link building” techniques, some of which worked, and some of which really didn’t. It’s good to know that while you’re researching link building, you should really only trust blogs and content about link building that have been published in the past year. Google always updates their algorithms regularly, but the past few years especially have seen massive, internet revolutionizing updates that also affect how you should go about link building.

Because of those updates, it has become really tricky to link build in a way that doesn’t end up in a Google site penalization. Older tricks like posting links to your page in the comments section, guest blogging, and most definitely link-building schemes, will only result in the penalization of your site by Google. So, since link building still matters for page rank, how can you do it in a way that’s above-board, and will get you the links you want, without a Google penalization?

Have Something Worth Linking To

The absolute best way to get legitimate links is to first have something people want to link to. Whether you’ve got an e-commerce site with cool products, or your site has a number of interesting, informational content pages like blogs posts and how-to’s, the only way you’ll get people to link to those pages is if they like what you have to offer, and if it makes their lives easier in some way. So, if you’ve got a basic website with no blog, and nothing to make it interesting to others in your industry, it’s unlikely that anyone will organically link to you. On the other hand, if you’ve established yourself as an authority in your industry, and offer a great deal of helpful content on your website, you’re more likely to get some quality links.

Build a Community Around Your Content

The best, easiest way to build links is to have people organically link to your pages of their own free will. When you have quality content that speaks to your target audience, you’ll start to build a community of followers. Those followers will check in regularly to read any new content you’ve got, and the more they do, the greater the opportunity that someone will link or share your page.

When someone likes your website and your page content, they’re more likely to link to your page when they create their own content. That sort of linking is the best you can get: people who genuinely like what you have to offer, and want to tell their own followers about it. Unfortunately, it’s not that efficient, and it requires a great deal of relying on other people. While it’s possibly the best way to get links, there’s no guaranteeing when or if it will happen. So, if you’re not comfortable relying on just organic links, the following steps might help:

Ask Nicely

Once you’ve got content on your site that people might actually want to link to, go ahead and ask people nicely! Reach out to other website owners in your industry who hold a bit of authority to ask if they’d consider linking to a certain page or blog post on your website. The best way to go about this efficiently is to follow these three steps:

Set up Templates

It’s not wrong to have a general template that goes out to each person you ask to link to your website. There’s no point in reinventing the wheel twice, so draft a really great email that talks about your company and why the page you’re requesting they link to should mean something to them. What’s more, offer to link to their site in return. People are more likely to agree when there’s something in it for them. Be sure to include your contact information, along with a sincere thank you.

Personalize

While it’s great to have a standard template, it’s important that you’re still personalizing each email according to who you’re sending it to. At the very least, each email should be addressed to one specific person in the company, and ideally, your email’s intro paragraph should mention something specific about them that drew you to their website. The more general your address, the less likely you are to get a response. People get millions of emails a day, and if it doesn’t seem like your email was meant specifically for them, they’ll probably delete it.

Don’t Mass Email

Finally, once you’re ready to send out your request emails, be sure you don’t mass email. There’s nothing worse than getting an email asking you to do someone a personal favor, only to see that 25 other people also got the same exact email. It often comes across as rude, and most people won’t respond when they realize your email wasn’t meant just for them. What’s more, try to send your requests to just one person in the company, especially if you’re using a template. People in the same office do actually talk, and if multiple employees get the same exact email, they’re likely to think it’s some sort of scam.

Never Buy Links

As a final, cautionary note, we’d just like to remind you that it’s always, always bad practice to buy links. No matter how legitimate the company seems, if you buy links your site will face penalties. Google constantly updates their algorithm to sniff out link-buying activity and will flag your site almost immediately if you do buy links. The best way to build links is to do it organically, either by building a community around your site’s content or by asking others in your industry to link to your site.

We get it, link building is a tricky subject. It always has been, and it probably will continue to be, so long as Google uses it as a ranking factor. That said, there are good, white hat methods to go about link building, that can work to get you those links you’re looking for without danger of penalization. If you’re feeling wary of link building, or you’d like a little advice on how you could boost your site’s search engine rankings, get in touch. Search engine optimization is kind of our job, and we’d be happy to help you figure out how best to boost your rankings.

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Download: SEO Checklist for B2B Manufacturers

Download: SEO Checklist for B2B Manufacturers

SEO: we’re sure you’ve heard of it, because it seems to be all that anyone’s talking about when it comes to digital marketing or website optimization. And there’s good reason for that, since SEO is one of the singular most effective ways to increase both traffic to your B2B manufacturing site, and qualified leads converting from your site.

That’s why we developed this SEO checklist specifically for B2B Manufacturers.

If you’re looking to boost traffic to your site, increase the amount of qualified leads your site generates, and increase your overall ROI, SEO is the way to go. Our comprehensive SEO Checklist for B2B Manufacturers covers just about everything you can do to your website to improve your rankings, and generate more leads. Check it out to optimize your site for the biggest ROI!

Still don’t believe us about the effectiveness of SEO?

Well here’s just a few of the benefits you’ll see once you properly implement the best practices listed in our SEO checklist:

Traffic Boost

First and foremost, SEO best practices function to draw more people to your website. The fundamental point of SEO is to bump your rankings on search engine results pages, putting you closer to the top of that first page on Google, and boosting your site’s visibility along the way.

Help People Find You

Naturally, when you’re at the top of a Google search results page, you’re more likely to be clicked on. In addition to that, if you’re ranking highly for keywords related to your B2B manufacturing company, it will be easier for people to find you. Say someone didn’t remember your company name, proper SEO practices would ensure that when they typed in “B2B Manufacturer in [your area]” your company would come up first.

Attract Relevant Customers

SEO is very targeted. You can control and see the results of every minor change you make to your website, and you can gain insight as to what terms people in your market are searching for. By ranking well for exactly what your ideal client is searching for, you’ll be attracting more relevant traffic: people who can then be converted into qualified leads.

Build Trust and Credibility

SEO goes a long way in generating authority for your company. Most SEO best practices serve dual functions as in addition to boosting your traffic, they also help you build trust with the visitors that do end up on your site. The more people trust you and see you as an authority in your manufacturing field, the more likely they are to purchase from you.

Increase ROI

The cost of implementing most SEO practices is very minimal, especially when compared with the relevant traffic and qualified leads that it generates. SEO is an investment, rather than an expense, and it provides a huge return. The best part is that the results are measurable, so you’ll be able to see exactly what you’re doing right, and what needs work.

Beat Paid Searches

Studies have shown time and time again that internet users are more inclined to click on organic results than paid search results. That means that when your website pops up on the first page of organic results, under the ad results, you’ll get more clicks than your paid ad would, for less money! And what puts you on that first page? Yup, SEO.

If you’re looking for any of the above benefits, SEO is the way to go. For a complete list of SEO practices to implement for the best results, check out our SEO Checklist for B2B Manufacturers:


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A B2B Manufacturer’s Guide to Inbound Marketing

A B2B Manufacturer’s Guide to Inbound Marketing

Research shows that 94% of B2B buyers are doing their own research online.

If you think about it, who would put thousands of dollars into a product without first researching the product and the companies that sell it? You probably wouldn’t, and the statistics show your customers won’t either.

Your qualified buyers: the ones who already know they need what you’re selling, have to be convinced that you’re the best choice. They’ve probably already done some initial research on the product, and they may even be well versed in the product itself, but how do they know that you’re the B2B manufacturer to buy from?

The answer is an inbound marketing strategy. To become that best choice, you need an inbound marketing strategy that gets you site-views from those qualified leads who are already searching for your product.

And by marketing we don’t mean the old “let’s try it and hope it works” guessing game. We mean an inbound marketing strategy that is proven to get results: an analyzed, researched and segmented process that all comes down to specific best practices.


By implementing our comprehensive Inbound Marketing Guide, you can reach clients where they’re at, and harness that research into a lead-generating machine:
your website.

We’ve got the information and the data that tells you what you need. And what you need is to develop a concrete digital marketing strategy, track its progress, and keep refining and refining your process until you’re hitting the right customers, at the right time, every time. How do you do that?

It’s all in the B2B Manufacturing Inbound Marketing Guide. If you’re looking to draw in qualified leads, and turn them into long-term clients, this guide will tell you what to do, and how to do it.

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