Hiring a HubSpot partner agency is one of the biggest fiscal decisions a marketing leader can make. So naturally, doing your due diligence and identifying potential fits with the right expertise and resources is an important part of the process.
As you navigate the vast HubSpot partner directory, you've probably noticed there are different tiers such as Gold, Platinum, Diamond, and Elite. But what does it all mean? Should you only work with Elite partners? Do lower tier partners provide subpar service?
These are important questions to ask and, in this article, we will give you the answers you need. Here’s a rundown of the HubSpot partner tiers and what they all mean.
There are many different types of marketing agencies out there. A HubSpot partner agency is one that has specific experience and expertise in working with one or more of the different HubSpot products.
As more and more businesses begin to integrate HubSpot into their marketing and sales operations, the need for specialized skillsets is growing. And since it can be difficult - not to mention expensive - to hire for these skills in-house, many businesses will hire a HubSpot partner agency for onboarding, implementation, and other services.
Agencies can become HubSpot partners as a mutually beneficial way to add more people to the CRM. Twice a year, these agency partners are evaluated and rated by HubSpot in a points system – with the potential to rank up or rank down – based on a list of criteria. This includes earning “sold points” based on new or existing customers, or subscriptions and renewals. Agencies accumulate these points as they grow over time and expand their clientele.
There are four different tiers agencies can get to, in order from lowest to highest:
The higher the tier, the higher the agency’s rate of monthly recurring revenue (MRR). From a customer perspective, these tiers and badges mostly attest to an agency’s size and customer base - not necessarily the quality of service. It’s important to still evaluate all the factors you’re looking for when seeking a partner, including budget, priorities, and strategy in line with what you need most.
Despite what the fancy badges want you to think, it’s not the only thing you should be looking for when seeking an agency’s services. As mentioned before, compatibility with your needs takes precedence, so factor in their specialties, budget, proven results, and certifications while considering your decision. Agency tier and partner status over time showcases a level of consistency and success, so factor that in as well, but don’t assume an elite level partner will get you the results you want any quicker solely off that tier rating.
Skilled niches are also helpful to keep in mind, especially if you’re looking to work on creative things like video, podcasts, and other elements for your marketing strategy. Have your top wishlist items in mind while shopping around for an agency and compare their skillsets, certifications, budget, and partner status to gain a holistic view of what they’re capable of and how best they can augment your marketing efforts.
An agency partnership is, ideally, a long-term collaborative strategy put into place, and a big investment – so you should take the proper time to evaluate the right one for your business. To make the most informed purchasing decision, review the above to ensure compatibility and long-term happiness, as agencies often work seamlessly alongside your marketing and sales team for maximum success.
If you're thinking about using HubSpot and need some help from a partner agency, download your free HubSpot Onboarding Checklist below for a step-by-step walkthrough of our process.