Forming the Agency Channel for Hotjar Live on this Podcast w/ Dan Crowther from Trellis


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On this episode of Make Them Famous, I am speaking with Daniel Crowther, Senior Manager of Partnerships, and Sharon Biggar VP of Marketing at Hotjar and frame Sharon’s partnerships strategy live with her. You get to hear Sharon asking Dan and I questions about incentives structure, PRM, co-marketing, dedicated support, which department partnerships should live under… This is a perfect episode to listen to if you are in the early stages of program development and have savvy implementation agency partners persona’s in your crosshairs.

Here’s where Sharon/Hotjay is/was at the time of this recording:

Sharon is formalizing their program - deciding on types and GTM.

Trellis was their first agency partner.

But now they have 5 total agency partnerships.

They are launching formally in Q3 of 2021.

They do not have a PRM.

We learn:

  • What started this partner program endeavor for Sharon / Hotjar.
  • What they learned about incentive structure.
  • How Sharon resources the program today with her team and CS.
  • When and how should she approach PRM needs.
  • What training system should she set up.
  • First year KPIs.

Daniel answers all of these questions from the agency partner POV so you get a unique feedback and strategy recording in this episode.

I think you’ll thoroughly enjoy it.


[00:04:24] Intros

[00:07:50] Program incentives discussion

[00:14:11] How important is the partner portal

[00:19:07] Partner training and LMS

[00:23:36] Co-selling

[00:27:17] First year partner program KPIs

Resources: - The leading sending platform. - Partner tracking and payouts. - A free account mapping solution.

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