Partner Enablement: Events, Networking, Trainings, and DI&B

We’ve evolved our enablement strategy, inclusive of events, networking and trainings, to better support a global, diverse and inclusive ecosystem.


  1. Community is part of what makes our Solutions Partner Program so special, and we want to make sure everyone in the community feels that value. Our partners are located all around the world, speak different languages, go by different pronouns, and have unique racial identities. We’re supporting diversity, building inclusive programs and fostering a sense of belonging among all partners while helping them grow their businesses.


Partner events are a great channel for us to share important information, connect and work together. They’ve become very important to our community. We have two types of events for partners and the goal of both is to better enable you as a partner. Expect a mix of live and on-demand events with regional friendly times and more opportunities to connect.


Events for Everyone

Three large scale events for the entire partner and provider community.

We’ll bring the entire partner and provider community together. The focus will be to talk about the program, progress throughout the year, and key product or program updates you need to know about.

Speakers and the experience at each event will vary but we often have speakers like HubSpot CEO Yamini Rangin, VP of the Solutions Partner Program Brian Garvey, and our product leadership team. Plus, you'll have lots of opportunities to (virtually) network, learn and win swag!


Partner Previews

Additional events for elite, diamond and platinum partners only.

In addition to the events for everyone, we’ll be hosting quarterly exclusive events for our platinum, diamond and elite partners. The focus will be to give our top tier partners a ‘first look’ at new product releases and campaigns.

You won’t want to miss these events. Keep an eye on your email or reach out to your channel account team to find out when they’re happening.


We’re connecting partners across our global community to help build brand recognition and relationships with customers and fellow partners. This means fostering programs and platforms that allow partners to share their experiences, ask questions and collaborate together.

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    HubSpot Community

    Many of our partners are already very active in the HubSpot Community, answering customer questions and showing their expertise to help them build their brand amongst many HubSpot Customers. We’ve enriched that experience by opening up a private space in the HubSpot Community. In the Solutions Partner Program Community you can find details on partner events, discuss strategies, share ideas in a safe space, get advice from your peers, and hear from HubSpot.

    You can still use our partner Facebook group and Slack channel, but over time, we’re going to invest more and more in the HubSpot community, with additions like videos and partner to partner content. Given the large customer presence, we want to enable you to be there too.

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    Partner User Groups (PUGs)

    We know how valuable meeting other partners can be, but it’s not always easy to know who to meet with, and how to get those meetings. To help, we’re leaning into Partner User Groups (PUGs).

    Twice a year (in January and July) we'll organize groups of 10-15 partners globally who are in the same role and region and connect them with each other. Each group meets monthly for 6 months. Also, each group will have a partner champion to help organize and capture learnings as well as a private discussion board in the Community to hear from other groups.

    Our aim is to help build more equitable connections among partners. All partners can learn more and apply on the PUGs landing page.

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    HubSpot User Groups (HUGs)

    An important part of our community is our HubSpot User Group (HUGs) program. HUGs are free events we run to help our customers make the most of HubSpot. Many of them are led by solutions partners who help us inspire and educate our customers.

    Customers join to learn from HubSpot experts while connecting with others facing similar challenges and become part of the HUG community. Partners interact with customers through virtual events and online discussions on Community.

    Good news, partners can apply to be a HUG leader! Meaning you build a tighter connection with HubSpot, get access to exclusive content, earn a badge for the Community/LinkedIn and elevate your business through association. Interested in leading a HUG? Check out the HUG application page for more information.


We will continue to invest in you with partner specific training focused on leveling-up your skills, such as selling and servicing. See what's available below. You can also reach out to your channel account team for more information.

  1. Sandler® Training

    The Sandler® Sales Methodology Immersion Program for HubSpot partners delivers strengthened competencies in conducting broader and deeper business conversations with prospects and customers. In this 8 week program, with one 90 min session per week, learn how to successfully conduct deeper discovery, proactively engage the right players early, quantify the ROI of your solution and disqualify more decisively to preserve company resources for deals that are more likely to close.

    The end result? You’ll be able to scope and present solutions that will resonate better with your prospects and customers, and the deals you close will be more strategic – positioning you for accelerated growth.

    Sign up for the training here.

  2. Services Training

    The Agency Account Management Essentials training you know and love is back, as the new Solutions Partner Essentials workshop.

    In this live, interactive 2-day training, you’ll learn from experienced HubSpot trainers on how to use HubSpot to manage, retain, and grow their client base in a scalable and repeatable manner.

    This workshop is best suited for partner employees who are responsible for client success and retention throughout their lifecycle and have managed a HubSpot client for at least three months.

    Learn more about this interactive, hands-on course here. Or, if you're ready to sign up, you can click here.

  3. #LionStrong

    #LionStrong is an extension of the HubSpot Academy Solutions Partner Pipeline Generation and Sales Skills Boot Camps that helps solutions partners continue to stay active, skilled up, and motivated to generate more business.

    Every other week, there is a 55-minute virtual session where participants will engage HubSpot Fellow, Dan Tyre and other participants to discuss prospective topics, big wins, business development questions, and HubSpot announcements. Participants will meet bi-weekly for 8 weeks.

    This program has created a community of like-minded entrepreneurs who implement inbound sales on a daily basis. To learn more about the program and how to apply visit the #LionStrong landing page

Diversity, Inclusion and Belonging

When it comes to making a difference for diversity, inclusion and belonging, we believe we should match people’s needs with what we can offer at HubSpot, build diverse advisory groups because they lead to better, more inclusive solutions, and enable all of us to learn from one another.


Sponsorship Program

The recent health and economic crisis has disproportionately impacted minority-owned businesses. At HubSpot, we want to play an active role in addressing this, and are committed to helping minority-owned businesses.

We want to help minority-owned businesses build their social capital through our relationship  based sponsorship program.

We aren't accepting new applicants at this time. But keep an eye on your email for updates on this program.


Representation in the PAC

The Partner Advisory Council (PAC) gives feedback that informs important program decisions for HubSpot and we need to have an advisory council that has diverse representation.

We've taken steps to include more female and minority-owned businesses this year. This will lead us to better, more inclusive solutions for our program.

If you would like to learn more about this program and apply when our applications open, check out the PAC landing page.


New HEART Impact Award

We’ve added a third Impact Award to celebrate partners who prioritize DI&B in their business and/or community.

Our aim is to encourage more partners to prioritize diversity efforts, bring light to the good ideas in the ecosystem, and reward partners who are committed to these values.

To nominate a fellow partner’s company, or your own, view the timeline and begin your submission here.

What's Next?

Want to know more about our plans for events, networking, trainings, and DI&B? Connect with your channel account team today to talk about the best ways to get involved.

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