Hubspot Guia

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HOW TO

ONBOARD NEW CLIENTS
The Ultimate Guide to Getting Your New Clients Great Results Fast

A Publication of HubSpot’s Partner Program

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ABOUT THE AUTHORS

Pete Caputa is the Sales & Marketing Director for HubSpot’s Value-Added Reseller Channel. Pete has helped hundreds of online marketing agencies scale and grow their businesses by adopting inbound marketing. @pc4mediaPatrick Shea is the Marketing Manager for HubSpot’s Value-Added Reseller Channel. Patrick has written and presented extensively on agency growth strategies, and runs a weekly webinar on agencyspecific topics. @mpatrickshea

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TABLE OF CONTENTS Introduction / 4 Key Resource Questions/ 7 Game-Planning the First 3 Months / 10 Critical Success Factors of On-Boarding / 17 Planning for the Future /21 Conclusion / 23 More Resources / 26

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INTRODUCTION

THE AGENCY AS A CHANGE AGENT

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NEW SHERIFF IN TOWN / INTRODUCTION
Crumpled up cold-call lists bounce across your client's office like tumbleweeds. Lead flow in their CRM is barren like a dried up lake in Death Valley. Ask a sales representative about a marketing qualified lead, and they’ll say something akin to “we don’t getmuch of their kind ‘round these parts anymore.” But there you stand - among the vulture-picked cardboard skeletons of Yellow Pages and newspaper ads, the new Sherriff in Town – the inbound agency hired to save their business from drought, famine and cattle-rustlers.

Inbound Marketing will represent a seismic shift in your client’s marketing. Make sure you help them see the value in i t ’s a d op t io n a s f a s t a s p o s si b l e .

As a change agent, your agency needs to manage time and resources effectively and efficiently from the beginning. Be an authoritative voice. Be the one directing the action. But most of all, be the driver behind an on-boarding process that both educates the client team and produces measurable results. By the end of your first three months workingtogether, your client team should be well-trained, highly motivated looking to the future for more inbound opportunities.

Let’s dig into why onboarding is important…

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WHAT IS ONBOARDING? / INTRO

“Beginning a client engagement with clear action, as to spur faster results and establish agency leadership & credibility”

3 REASONS YOU NEED A PROCESS / INTRO

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Capitalize onMomentum…Faster
The goals of the sales process are fresh in your client’s head. Agencies with a defined onboarding process, boiled down to tasks and timelines, help their clients hit the ground running.

Show Real ROI…Faster
Agencies with an onboarding process focused on the most critical elements of inbound marketing position themselves to have an immediate impact on traffic, leads and customers.Increase your Retainer…Faster
Agencies that put inbound marketing mechanisms in motion quickly get results fast. This allows them to start sentences with “because” instead of “when.” Recommendations for larger project scope are best received when taken in the context of successes.

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CHAPTER 1

5 RESOURCE QUESTIONS YOU NEED ANSWERED BY THE END OF THIS EBOOK

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GET ANSWERS FAST /RESOURCE QUESTIONS
The first conversation after your closing call has to be all about action. The voice on the other end of the phone is no longer a prospect; they are a client. Your team needs to understand what resources will be available during the engagement and get moving as fast as possible. Below are the mission critical questions you need to have answered during that first clientconversation:

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WHO IS YOUR AGENCY’S TECHNICAL RESOURCE AT THE CLIENT? WHO ON THEIR TEAM WILL BE HELPING TO CREATE CONTENT?

WHO ON THE SALES TEAM WILL BE WORKING THE INBOUND LEADS?
WHAT IS THE PLAN FOR DOCUMENT AND RESOURCE MANAGEMENT? WHAT WORKS BEST FOR CHECK-IN CALLS? RECURRING MEETINGS?
Let’s dig into them one by one…

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TECHNICAL RESOURCE / RESOURCE QUESTIONS
There is...