1. The document discusses inbound marketing targeting and the buyer's journey. It describes how consumer behavior has changed with the rise of mobile, and that content is important for moving buyers through different stages.
2. It then summarizes how Hubspot does marketing by focusing on different types of content and how certain long-form posts continue generating leads years later.
3. The document concludes by covering how Hubspot hires for inbound roles, focusing on digital skills, analytics abilities, and experience creating content.
6. Mobile time growing while laptop/desktop time stagnates
Source: KPCB Internet Trends 2015
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
Hoursondeviceperday Mobile Desktop/laptop Other connected devices
16. “Content interest”
This post was written by HubSpot CEO
Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views
● Generated 117 leads
5 Years later, still moving the needle.
17. “Content interest”
This post was written by HubSpot CEO
Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views
● Generated 117 leads
5 Years later, still moving the needle.
18. Content interest is huge to our business
The Blogging Tactic No One Is Talking About: Optimizing the Past
19. 30 HubSpot posts generate 46% of blog leads
The Blogging Tactic No One Is Talking About: Optimizing the Past
20. The hardest workers are compounding blog posts
Compounding Blog Posts: What They Are and Why They Matter
26. Where we amplify our content
• Our contacts
• Co-branding partners
• Social media
• SEO
• Sometimes super targeted social ads
27. B2B VS B2C Content Lessons From 175,000 Blog Posts
28. B2B VS B2C Content Lessons From 175,000 Blog Posts
29. New channels we’re exploring to amplify content and brand
• Medium
• Slack – community (Inbounding) and bot (SpotBot)
• Messenger apps (Whatsapp and Facebook Messenger)
• WhatsApp Message Distribution – WhatsBroadcast
• Desktop Notifications – Roost
• Social 3.0: Snapchat and Facebook Live
33. DIGITAL
Look for people who live and
speak “digital”.
Someone who understands the
digital landscape (digital
literate). They know the
channels and the best ways to
engage.
34. 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.
35. 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.
36. CONTENT
Find people who create content
naturally.
You do not want content
creation to be a struggle.
38. Skills By Funnel Stage
Close
Conve
rt
Attract
Key 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
39. Sourcing Marketing Hires
Always be hiring.
1 Referrals
2 Conferences & networking events
3 Online networking
4 LinkedIn
5 Inbound.org
6 Keep a running list of awesome people.
7 Use Inbound: Make Content about Your Company
40. Screening Candidates
Scan the application / resume
• No AOL or Hotmail email addresses and no paper resumes
• Demonstrated track record of success and growth
• Look for some technical skills – HTML, CSS, Design, and more
• Inbound marketing experience / certifications
Google their name
• Strong LinkedIn presence, check for mutual connections
• Size and quality of digital footprint – what have they built?
41. Interview: The Funnel Question
“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
42. 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?”
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]
44. Marketing Org Over Time
2012
(25 ppl)
2009
(8 ppl)
2007
(2 ppl)
2014
(70 ppl)
VP
• Lead gen &
inbound
background
• Management of
15
College Grad
• 2 internships
• Generalist
ToFU Team
• 3 people
MoFu Team
• 3 people
Teams by
Channel (email,
blog, social)
MoFu Teams by
Personas
Prod Mktg
VP/Dir Content
VP/Dir Funnel
VP/Dir Product Mktg
VP/Dir Brand & Buzz
(detail on next slide)
45. Today’s Marketing Organization
Product
Marketing
Funnel
Team
Content
Team
Brand &
Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Activity
• Blog articles
• Ebooks &
webinars
• Other content
Results / Metrics
• Marketing pipeline
• Sales goal %
Activity
• Lead nurturing
• Lead scoring
• Sales alignment
• Optimization
Results / Metrics
• Sales test scores
• % sales selling
various features
Activity
• Product content
• Add-Ons
• Sales
enablement
Results / Metrics
• PR wins
• Event #s and
feedback
• Satisfaction of others
Activity
• PR & Events
• Creative: Videos,
graphics, design
CloseConvertAttract
47. Monthly Planning Focused on Outcomes
Goals for month
set by CMO
Team decides
on activities
Team executes
on activities
Team reports on
metrics / activity
CMO Feedback
to Teams