Podcast Summary: Owning the Outcome – "Launching a Verticalized Sub-Brand"

Podcast Information:

• Title: Owning the Outcome
• Host: Sarah McDevitt, Sr. Director of Partner Strategy at HubSpot
• Description: Owning the Outcome delves into the bold bets, hard lessons, and breakthrough moments that define success within the HubSpot ecosystem. Each episode features in-depth conversations with leaders who are redefining success in an AI-first world, capitalizing on the vast $30B opportunity along the way.
• Episode: Launching a Verticalized Sub-Brand
• Release Date: October 25, 2023

1. Introduction to Raka's Journey with HubSpot

The episode features Kevin Dunn, host of Agency Unfiltered, welcoming Brian de Koning and Duncan Craig, partners at Raka. Raka has been a HubSpot Solutions Partner since 2012, providing insights into their long-standing relationship with the platform.

• [00:00] Kevin Dunn: "Agency Unfiltered is a weekly web series and podcast that interviews the owners, founders, and executives of agencies and service providers from around the world about whatever it takes to grow and scale."

2. Evolution of HubSpot’s Partner Program and Raka’s Adaptation

Brian and Duncan share their initial experiences with HubSpot, emphasizing how their partnership evolved over the years. Initially using HubSpot alongside other marketing tools like Marketo, Raka gradually focused more on HubSpot as its features expanded, leading them to fully commit to the platform.

• [03:22] Duncan Craig: "We started focusing quite a bit more on content marketing. Inbound marketing, and began doing that for ourselves and then doing that for clients as a service."
• [04:51] Kevin Dunn: "For sure."

Brian adds that early on, Raka had to educate clients about HubSpot and inbound marketing. Over time, as recognition of HubSpot grew, the agency shifted from persuading clients to adopting HubSpot to vetting clients who already understood its value.

• [06:23] Kevin Dunn: "I love that you called out both the product and the organization’s culture alignment with HubSpot."

3. Launch of Raka Health: Rationale and Execution

Raka identified a significant portion of their clientele within the healthcare and life sciences sectors. Leveraging this expertise, they decided to launch a specialized sub-brand, Raka Health, to better serve these clients and demonstrate their deep understanding of the industry's unique challenges, including regulatory compliance.

• [20:44] Kevin Dunn: "How do partners think about their niche or industry alignment, and is there an opportunity for a sub-brand?"
• [21:55] Brian de Koning: "Healthcare is one of those [industries]. We have all this expertise and people come to us specifically because we understand how to navigate the world of regulation for healthcare."

4. Operational and Structural Changes for Raka Health

Launching Raka Health required strategic operational adjustments. Raka established a dedicated team for the sub-brand, restructured their HubSpot portal for better segmentation, and developed a new website tailored to healthcare clients. Importantly, the agency ensured that their existing team’s skills were transferable to the new vertical, maintaining flexibility across different client needs.

• [25:20] Duncan Craig: "We've got a dedicated group that supports Raka Health and also has experience working on healthcare brands."
• [27:21] Kevin Dunn: "How long does it take to spin up a sub-brand like Raka Health?"
• [27:46] Brian de Koning: "About a year from planning to launch, ensuring strategic buy-in from the entire team."

5. Ensuring HIPAA Compliance with HubSpot

A critical aspect of Raka Health’s operations is maintaining HIPAA compliance while leveraging HubSpot for marketing healthcare clients. Since HubSpot does not currently sign Business Associate Agreements (BAAs), Raka implements strategies to separate patient data from non-patient data. This involves transferring patient information to HIPAA-compliant systems post-engagement and developing custom integrations to ensure data privacy.

• [33:58] Brian de Koning: "HubSpot is not currently HIPAA compliant because it's not signing a business associate agreement with the company."
• [36:36] Duncan Craig: "Each client has different standards for compliance, so we tailor our solutions to meet their specific needs."

Raka emphasizes the importance of understanding each client’s compliance requirements, collaborating closely with their legal and IT teams, and developing customized solutions to handle patient data securely.

• [39:08] Duncan Craig: "We tread lightly and respectfully, ensuring we have a clear picture from the outset to propose realistic and compliant solutions."

6. Tips for Other Partners from Raka’s Experience

Drawing from their extensive experience, Brian and Duncan offer valuable advice to other HubSpot partners:

1. Build Strong Relationships with HubSpot Contacts:

   • [17:16] Kevin Dunn: "Building really strong relationships with the points of contact you may have at HubSpot and leverage them as a resource."

2. Operational Agility:

   • [17:16] Kevin Dunn: "Account for change. The only constant is change, so have malleability and preparedness to be agile."

3. Diversify Demand Generation:

   • [17:16] Kevin Dunn: "Don’t wind down your demand gen machine or your team's ability to source your own deals."

4. Pursue HubSpot Accreditations:

   • [18:03] Duncan Craig: "Take advantage of the opportunities that HubSpot does offer, such as new accreditations to strengthen specific disciplines."

Additional tips include documenting processes for accreditations and focusing on case studies that highlight successful projects.

• [19:06] Duncan Craig: "Document what you're doing and focus on big projects that will make great case studies for the accreditations."

7. Closing Remarks and Lighthearted Moments

The episode concludes with a discussion on the unique challenges of marketing within the healthcare sector, such as sourcing appropriate stock images that respect patient privacy and regulatory standards.

• [43:09] Brian de Koning: "When we're looking for stock photos... does that look too much like a face, etc."

The hosts and guests share a moment of levity around the quirky aspects of agency life, emphasizing the balance between professionalism and creativity in specialized industries.

Key Takeaways:

• Long-Term Partnership: Raka’s decade-long relationship with HubSpot highlights the importance of adaptability and deep platform expertise.
• Vertical Specialization: Launching a sub-brand like Raka Health can effectively target specialized industries, showcasing expertise and meeting unique client needs.
• Compliance Management: Navigating HIPAA compliance requires tailored solutions, careful planning, and collaboration with clients’ legal and IT teams.
• Strategic Adaptation: Staying current with HubSpot’s rapidly evolving features and programmatic changes is crucial for sustained success.
• Operational Flexibility: Structuring teams to accommodate specialized sub-brands ensures that agencies can effectively serve diverse client bases without compromising on quality or compliance.

Notable Quotes:

• Duncan Craig [06:23]: “HubSpot was the right fit for us and that we really wanted to be experts or really good at one sort of platform.”
• Kevin Dunn [17:16]: “Building really strong relationships with the points of contact you may have at HubSpot and leverage them as a resource.”
• Duncan Craig [19:06]: “Document what you're doing and focus on big projects that will make great case studies for the accreditations.”
• Brian de Koning [33:58]: “HubSpot is not currently HIPAA compliant because it's not signing a business associate agreement with the company.”

This episode offers a comprehensive look into Raka’s strategic decisions in partnering with HubSpot, launching a specialized sub-brand, and managing regulatory compliance, providing valuable insights for agencies aiming to scale within specialized industries.