Hotjar by Contentsquare is a global SaaS company in the Martech space, specialising in Product Experience Insights. Their platform empowers Small to Medium & Enterprise businesses to understand how users interact with their websites, uncovering behaviours, preferences, and emotions to enhance user experiences and drive business value. Since joining Contentsquare in 2021, Hotjar has amplified its reach and is now trusted by 1,306,323 websites in 180+ countries to create seamless digital experiences worldwide.

Hotjar wanted to expand its global footprint by growing its network of qualified partners—agencies and freelancers who actively use Hotjar to solve client challenges and drive decision-making. Although the Hotjar Partner Program was already live, the company sought to:

• Attract high-value agencies aligned with their vision and value proposition.
• Foster two-way collaborations that would generate long-term business value.

To achieve this, Hotjar partnered with Bond Agency, leveraging our expertise in Partnerships strategy and development for B2B SaaS companies. Our mission was clear: to enhance Hotjar’s partner ecosystem in EMEA and North America, amplify its market presence, and drive meaningful partner signups and growth.

To source and qualify top-tier agencies for the Hotjar Partner Program and collaborate with the Hotjar team to unlock new business opportunities while providing strategic insights and actionable learnings.

1. Increase visibility of the Hotjar Partner Program.
2. Source and qualify high-value partners aligned with Hotjar’s goals.
3. Position the Partner Program as a powerful, mutually beneficial growth opportunity for agencies and freelancers.

Our Process

1. Crafting a Compelling Value Proposition
   • Highlighted long-term benefits of partnering with Hotjar beyond referral commissions, such as co-marketing opportunities and dedicated support from the Hotjar team.
   • Emphasised the collaborative nature of the program, fostering trust and long-term commitment.
2. Defining the Ideal Partner Profile
   • Conducted deep analysis to identify key characteristics and qualifications for successful partnerships.
3. Targeted Outreach
   • Leveraged Bond’s extensive network and conducted in-depth research to identify and engage agencies across EMEA and North America.
   • Reached out to a range of agency partners and freelancers who fit Hotjar’s criteria.
4. High-Value Partner Qualification Calls
   • Screened every potential partner through personalised 1:1 calls to ensure alignment with Hotjar’s goals, clarify expectations, and build rapport.
5. Streamlined Onboarding
   • Facilitated seamless sign-ups for selected partners, ensuring a smooth start to their collaboration with Hotjar.

Collaborating Closely with Hotjar

Bond’s partnership with Hotjar was rooted in continuous collaboration and strategic alignment:

• Bi-Weekly Strategy Calls: Regular updates and discussions to refine outreach, share insights, and address challenges.
• Partner-Facing Engagement: Hotjar’s Partner Managers actively joined key conversations, sharing real-world success stories and addressing potential partners’ specific business inquiries.

In just three months, Bond Agency delivered outstanding results for Hotjar:

• 62 High-Value Partners Onboarded: Representing 16.5% of all partner signups during the project timeline.
• 21 New Paying Customers: A 34% conversion rate from partner referrals, showcasing the program’s effectiveness in driving tangible business outcomes.
• Long-Term Growth Potential: With Hotjar’s dedicated Partner Engagement team, the number of paying customers is expected to grow steadily over time as partner relationships deepen.

Beyond revenue: Strategic Partnership insights

The collaboration with Bond Agency provided Hotjar with valuable insights beyond partner-sourced revenue:

1. Strategic Partnerships: Discussions with partners revealed opportunities for strategic collaborations with other tech brands in partners’ tech stacks, unlocking additional value.
2. Refined Program Framework: By aligning strong communication, clear expectations, and data-driven improvements, Hotjar now has a sharper value proposition and an optimised onboarding process.

Conclusion: Driving Growth Together

Hotjar’s partnership with Bond Agency exemplifies how a well-executed recruitment approach can deliver measurable business outcomes while fostering a culture of collaboration. By focusing on partner alignment, trust-building, and continuous improvement, Hotjar has positioned its Partner Program as a cornerstone of growth.

Partnerships are about more than just monetary value. They’re about driving growth together.