building hubspot's marketing team: a journey through the years
TRANSCRIPT
First time at HUG?
We’re glad you’re here! We meet once a month to share best inbound marketing practices and get to know other marketers in Austin.
Agenda:
5:00-6:00 Check-in and networking 6:00 Introductions 6:05-6:40 Welcome Rebecca Corliss from HubSpot! 6:45-7:00 Wrap up & networking
Upcoming HUG Events:
June 16: Adam Singh from ShipStation will present “Get sales and marketing working for the same team”
Reminders about changes to HUG
• We’ll be sending out a survey after each HUG meeting to get your feedback.
• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
HUG is GROWING
We’ve had record numbers of RSVPs for the last few meetings! Hooray!
In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
Standard Playbook: Why Not Try:
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Old Playbook: Why Not Try:
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Our Priorities
• Grow the database (email & blog subscribers)
• Grow the idea of inbound marketing
• Keep the lights on
Our Priorities
• Grow the database (email & blog subscribers)
• Grow the idea of inbound
• Develop offers to drive more conversions
Marketing Org Over Time
2009(8 ppl)
2007(2 ppl)
VP• Lead gen & inbound background
1 Marketer•Generalist
ToFU Team• 3 people
MoFu Team• 3 people
Our Priorities
• Grow reach by optimizing how we use our different
channels
• Build a content org
• Grow awareness for our product
• Drive MQLs
Marketing Org Over Time
2012(25 ppl)
2009(8 ppl)
2007(2 ppl)
VP• Lead gen & inbound background
1 Marketer•Generalist
ToFU Team• 3 people
MoFu Team• 3 people
Teams by Channel (email, blog, social)
MoFu Teams byPersonas
Prod Mktg
Our Priorities
• Build the HubSpot and inbound brand
• Scale lead generation
• Scale content org to become a “newsroom”
• Double down on partner program
• Begin thought leadership event INBOUND
• Support sales with product launches
Marketing Org Over Time
2012(25 ppl)
2009(8 ppl)
2007(2 ppl)
2014(70 ppl)
VP• Lead gen & inbound background
1 Marketer•Generalist
ToFU Team• 3 people
MoFu Team• 3 people
Teams by Channel (email, blog, social)
MoFu Teams byPersonas
Prod Mktg
VP/Dir Content
VP/Dir Funnel
VP/Dir Product Mktg
VP/Dir Brand & Buzz
Goals of the Marketing Organization
ProductMarketing
Funnel Team
ContentTeam
Brand & Buzz
Results / Metrics• Website visitors• New contacts generated
Activity• Blog articles• Ebooks & webinars• Other content
Results / Metrics• Marketing pipeline• Sales goal %
Activity• Lead gen • Lead nurturing• Sales alignment
Results / Metrics•% sales selling various features•User adoption
Activity• Product content• Sales enablement
Results / Metrics• PR wins• Event #s and feedback• Growth of inbound
Activity• PR & Events• Creative: Videos, graphics, design
CloseConvertAttract
Monthly Planning Cycles
Goals for month set by CMO
Team decides on activities
Team executes on activities
Team reports on metrics / activity
CMO Feedback to Teams
% P
rogr
ess
to L
eads
G
oal
0%
28%
55%
83%
110%
Business Days Left in Month
Leads Goal Actual Leads
React to Alarms to Ensure Success
Challenges with Going International
• Growing teams at different stages
• Setting expectations – do we achieve same with less?
• Changing strategy to fit different markets
• Helping employees developing a global mindset
Challenges with Marketing + Sales
• Strategy integration – who markets what?
• Same playbook or different?
• New infrastructure for data & measurement
Scaling the Team
• How do we keep our hiring bar high?
• How do we retain employees and support career growth?
• How do we scale communication?
Today’s Org – 130 Marketers
ProductMarketing
Funnel Team
ContentTeam
Brand & Buzz
Sales Marketing
CRO & Optimization
APAC Marketing
EMEAMarketing
DIGITALLook for people who speak “digital” without an accent.
Digital natives or immigrants are both fine as long as they have full digital citizenship.
ANALYTICALEveryone should be more analytical than the average person in their role elsewhere.
Even a writer should want to measure their content using metrics and be interested in judging their success that way.
REACHGood inbound marketers leave evidence that they have a gravitational attraction.
They have done something that “attracted” people to them or their work before.
Skills By Funnel Stage
CloseConvertAttractKey Skills:• Blogging• Social Media• SEO• Writing, Design, Creative
D A R C
Key Skills:• Optimization: LPs, CTAs, Workflows• Analytics• Lead Scoring
D A R C
Key Skills:• Product expert• Teacher / trainer• User testing• Messaging• Persuasion
D A R C
Interview: The Homepage Question“The CEO likes version A,
the COO likes version B, and the company is
evenly divided. Which homepage do you
launch?”
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[Video]
Make More Money With Us• Text text text Text text
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