how to build and manage an inbound marketing team #inbound2013
TRANSCRIPT
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#INBOUND13
HOW TO BUILD AND MANAGE AN INBOUND MARKETING TEAM
Mike Volpe CMO @ HubSpot
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Employee #5 at HubSpot. I also eat M&Ms one color at a time, saving orange for last of course.
@mvolpe
MIKE VOLPE
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1 Building the Team
2 Managing the Team
3 Q&A
AGENDA
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1 BUILDING AN INBOUND MARKETING TEAM
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1 Digital
2 Analytical
3 Reach
4 Content
Hiring an Inbound Marketing Team
• Smart • GSD • Domain Expert?
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DIGITAL Look for people who speak “digital” without an accent. Digital natives or immigrants are both fine as long as they are citizens.
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ANALYTICAL Everyone 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.
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REACH Good inbound marketers leave evidence that they have a gravitational attraction. They have done something that “attracted” people to them or their work before.
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CONTENT Find people who create content naturally. You do not want content creation to be a struggle.
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Scan the application / resume • No AOL or Hotmail or paper resumes • Track record of success and growth • Domain expertise and inbound marketing experience / certifications
Screening Candidates
Google their name • Strong LinkedIn presence, check for mutual connections • Decent sized digital footprint • Decent quality digital footprint
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1 Funnel Question
2 Lead Scoring Question
3 Website Homepage Question
Interviewing Inbound Marketers
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“Pretend you're the CMO for
this company, and you have
to decide on what your
marketing team should focus.
What do you do?"
25,000 Visitors
250 Leads
100 Sales Ready Leads
25 Opportunities
5 Customers
The Funnel Question
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“I just emailed you an Excel file of 10,000 leads with data like company
size and industry for each of them, and you can see the 200 leads that
became customers. How can you use that data to make a lead score to
help us prioritize leads in the future?”
The Lead Scoring Question
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“The CEO likes version A, the
COO likes version B, and the
company is evenly divided.
Which homepage do you
launch?”
The Website Homepage Question
Millions Love Our Company Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text
[Video]
Make More Money With Us • Text text text Text text text
Text text text Text text text text text
• Text text text Text text text Text text text
• Text text text Text text text Text text text Text
[Picture 1] [Picture 2]
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2 MANAGING AN INBOUND MARKETING TEAM
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• Goals: Clearly explain to people the outcomes and results we want and why we
need them for the business
• Metrics: Let the metrics crack the whip for you
• Hiring: Hire the right people, get rid of the wrong people
• Mentoring: Mentor people by offering advice, context and perspective
• Management: Get out of the way, rarely tell anyone what to do, let them
surprise you
Mike’s Management Philosophy
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HubSpot Marketing Team Organization
Top of Funnel
Middle of Funnel
Product Marketing
Brand and Buzz
CMO
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Focus on Outcomes: Manage by Metrics
Top of Funnel Middle of
Funnel
Product Marketing
Brand and Buzz
Results / Metrics • Website visitors • New contacts generated
Activity • Blog articles • Ebooks & webinars • Social engagement • Other content
Results / Metrics • Revenue pipeline $ • Sales goal %
Activity • Lead nurturing • Lead scoring • Sales coordination
Results / Metrics • Sales test scores • % sales selling various features • User testing
Activity • Product content • Sales and other product training
Results / Metrics • PR hits • Event attendance and survey feedback Activity • Events • PR pitches • Videos & graphics
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Monthly Cadence Focused on Outcomes
Goals for month set by CMO
Team decides on activities
Team executes on activities
Team reports on metrics / activity
CMO / Mgmt Feedback
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Embrace agile marketing principles.
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Marketing Team Goals
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Frequent Motivation and Recognition
Monthly “Champions Dinner” Award
Weekly “Golden Unicorn” Award
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Frequent Feedback
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Track Progress to Goals in Real Time
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Track Progress to Goals in Real Time
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0%
20%
40%
60%
80%
100%
% P
rogr
ess
to L
eads
Goa
l
Business Days Left in Month
Actual Leads Leads Goal
• Create new offers
• Publish more
• Promote more
• Increase paid ads
React to Alarms to Ensure Success
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1 Look for DARC candidates
2 Screen candidates for digital footprint
3 Interview questions: funnel, lead scoring, website design
Review: Building an Inbound Marketing Team
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1 Team structure: Funnel, Product Marketing, Brand & Buzz
2 Agile marketing principles
3 Monthly cadence of reporting & goal setting
4 Review monthly team reports for feedback
5 Frequent awards and feedback – weekly and monthly
Review: Managing an Inbound Marketing Team
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How to Hire Great Marketing Interns:
• http://blog.hubspot.com/blog/tabid/6307/bid/32649/How-to-Recruit-Evaluate-Rockstar-Marketing-Interns.aspx
How to Screen for Marketing Talent:
• http://blog.hubspot.com/blog/tabid/6307/bid/33999/How-the-HubSpot-CMO-Screens-for-Top-Marketing-Talent.aspx
Interview Questions for Inbound Marketers:
• http://blog.hubspot.com/blog/tabid/6307/bid/34000/7-Real-Marketing-Interview-Questions-From-HubSpot-s-CMO.aspx
How to Build a Modern Marketing Team Kit:
• http://www.hubspot.com/modern-marketing-team-kit/
Netflix Culture Deck:
• http://www.slideshare.net/reed2001/culture-1798664 (5m views)
HubSpot Culture Deck:
• http://www.CutureCode.com (851k views)
My Marketing Metrics / Analytics Deck:
• http://bit.ly/MVmetrics
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