How to Choose the Best Hubspot Agency Partner for your Business?
Your society’s next cricket tournament is just around the corner. Last year, your team could clinch a spot at the finals but then, unfortunately, weren’t able to bring the trophy or annual bragging rights home. Finding the right team members or partners in your quest to secure this year’s competition can be tricky as it requires the right blend of players that the necessary talent and can yet play together as a team. How to Choose the Best HubSpot Agency Partner for a Business?
The same scenario arises as you are scouring to hire a HubSpot Agency partner that can help you make the best use of your trustworthy tool, HubSpot. While the task may sound straightforward, it really isn’t. Why? Because first, entering a partner is almost like entering a marriage. Second, there are over 2500 HubSpot partner agencies, and last, not all partners are equal!
This is getting way too confusing. How can I select the best HubSpot agency for my business needs? After all, selecting the right agency to support your business could make all the difference between success and failure in inbound marketing.
Transfunnel has put together a list of points to help you decide the best HubSpot agency for your business growth and goals.
1. Know your Needs
Whether it’s winning the society cricket tournament or just finishing in one position further up in the ranking than the previous year, we all start with knowing our goals, don’t we? Goals motivate us and they also provide clarity on what steps to take. Start your HubSpot agency search by knowing the entire list of things you need the agency to help you with. What are the targets you want to hit and challenges you want to overcome, both immediately and in the due course of time? If you need help with website design, then an agency with the sole expertise in marketing automation might not be the best fit.
Along with lists of your marketing-related goals, brainstorm on factors just like location. Would you be wanting face-to-face meetings with the agency consultants? Or are you okay working with a virtual team?
Also, if you have a budget that you need to adhere by (which most of us do), jot it down. Having clarity of thought, in the beginning, makes the partner search process easier. Instead of getting swayed by everything that is out there, you can focus your efforts on finding an agency that meets your budgetary, location, and marketing needs.
2. HubSpot Partner Tiers - Why it Matters
HubSpot has grown exponentially over the past few years, and a lot of this expansion has come from its network of partner agencies, all of which hold the “partner certification.” HubSpot’s partner directory is packed with agencies from across the globe, with some falling under a specific tier or grouping.
Before we delve any further, let’s understand what these partner tiers are. HubSpot has four levels of partnerships: Silver, Gold, Platinum and Diamond. They classify agencies into these tiers based on multiple factors which include monthly recurring revenue (MRR), client retention, inbound marketing success, reviews, and software engagement. You can get more details on how HubSpot qualifies agencies to tiers here.
However, not all agencies that fall under a single-tier are the same. A Diamond level partner might be a $1 million agency with 10 years of experience, while another might be $5 million agency with 2 years of experience. This is where knowing your goals will aid you in narrowing down your options.
3. Cultural Fit - Find the Chemistry
Really? Yes! Can’t stress the importance of choosing an agency based on cultural fit. You are going to be working with this agency and the members on a day-in-and-day-out basis. The agency could have an excellent track record, but if they are difficult to work with, then it’s time to rethink the relationship.
The agency should be a partner and an extension of your existing marketing unit, and not a tyrant dictating your strategy and wanting total control of everything. The chemistry or spark matters, just as much as it does in finding your life partner.
You can get a feel for the company culture via browsing their website, blogs, and social media posts. Also, talk to the consultants, and if the company is local, pay them a visit. Culture exists in the office corridor through unspoken words and unwritten rules. It is in the air, and you can notice when something just feels right.
4. Walk the Talk - Let’s Talk about Experience & Track Record
When we are looking at a new restaurant, we typically consider user reviews and star ratings on Yelp, Trip Advisor, or Google. Similarly, check the track record and reviews of a HubSpot agency in the partner directory.
An agency can have multiple certifications and awards, but those don’t matter when a company is not willing to share some work samples or just doesn’t have a proven track record. Check how many clients the agency has worked with. In most cases, more experience provides more knowledge about what works and doesn’t.
While speaking to different agencies and partners, see if they will share some recent work samples. If you are seeking help with website design, don’t be afraid to ask for a back-end demo of a HubSpot website they might have built. Probing into a company’s work experience will allow you to identify two things: 1) if they are really walking the talk about being HubSpot experts and 2) and how their work synergies with what you are seeking.
Also, with HubSpot partner agencies, we recommend going a step further and ensuring that the employees, who you will be working with on a side-by-side basis, have successfully completed the HubSpot Inbound Marketing or Content Marketing certifications. A quick way to do that is to check their LinkedIn profiles and or even ask the agency for employee certification copies.
5. Accountability to Clients
Work becomes enjoyable and fun when the processes and communication channels are transparent. While selecting your HubSpot partner agency, inquire about how the project and deliverables will managed and measured. Now, we don’t mean pay per lead type of scenario. There are a few questions that can shed some insight into how visible the communication process will be.
Tell me about your planning cycles?
How do I know if a project is on track?
What if we need to make changes or revisit something?
What reporting visibility will be offered?
Refresher - Find the Right Partner & Make all the Difference
When seeking an agency, look for a partner and not just a provider. Don’t rush the process and take time to find out an organisation that understands your business goals and cultural fabric, because only then would the partnership work and deliver the most amount of ROI for your investment. Have clarity on your exact business needs, ask questions, speak to the consultants at the agency, discuss working terms, and culture. Do your due diligence and find the perfect match. The right partner can make all the difference between you reaching your business goals.
Transfunnel Consulting is India’s only HubSpot Certified Diamond Partner.
