Channel Marketer Report


HubSpot Relaunches Channel Ecosystem As Solutions Partner Program

HubSpot, the inbound marketing, sales and service provider, has relaunched its Agency Partner Program as the Solutions Partner Program. Originally created as an agency reseller initiative, the program evolved and grown into a full ecosystem of service providers and app developers that help customers succeed with and extend the capabilities of HubSpot.

According to research from HubSpot, the majority of companies use at least three service providers to manage their business day to day. This proliferation of providers has given companies more options, but has also added complexity as it becomes harder to find the right partners and apps for their specific needs.

The re-launched program will make it easier for customers to find the right service providers for their business and will enable marketing agencies, web developers, and CRM and IT implementers to partner with HubSpot to help customers grow better.

As HubSpot started to diversify its products beyond marketing, so too did it expand the partner program. In 2017, the company introduced two major changes. First, it launched the Sales Partner Program, a new partnership option tailored to the needs of CRM implementation companies and sales consultants. Later in the year, the company introduced the HubSpot Partner Advisory Council (PAC), a group of partners that act as advisors to help improve the partner program as a whole. The program has grown globally as well, with partners from more than 110 countries around the world. Most recently, the company launched a redesigned version of the HubSpot Agency Directory to help partners market their business and attract more inbound leads.

HubSpot is investing heavily in credentialing for partners to help service providers with specific areas of expertise (outside of just digital marketing) differentiate themselves, the company noted is a response to questions from CMR. “We’re investing in our Solutions Partner Directory to connect customers to the right-fit partners,” HubSpot said. “We’re making sure our partners with specific product expertise and a track record of client success are core to our go-to-market as our products evolve over time and expands beyond just marketing.”