INBOUND 2013 presentation by Mike Volpe. Register for INBOUND 2014 at www.inbound.com

1. HOW TO BUILD AND
MANAGE AN INBOUND
MARKETING TEAM
Mike Volpe
CMO @ HubSpot
#INBOUND13

2. MIKE
VOLPE
@mvolpe
Employee #5 at
HubSpot. I also eat
M&Ms one color at a
time, saving orange for
last of course.

3. AGENDA
1
2
3
Building the Team
Managing the Team
Q&A

4. 1
BUILDING AN INBOUND
MARKETING TEAM

5. Hiring an Inbound Marketing Team
1 Digital
2 Analytical
3 Reach
4 Content
• Smart
• GSD
• Domain Expert?

6. DIGITAL
Look for people who speak
“digital” without an accent.
Digital natives or immigrants are
both fine as long as they are
citizens.

7. 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.

8. 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.

9. CONTENT
Find people who create content
naturally.
You do not want content creation
to be a struggle.

10. Screening Candidates
Scan the application / resume
•
•
•
No AOL or Hotmail or paper resumes
Track record of success and growth
Domain expertise and inbound marketing experience / certifications
Google their name
•
•
•
Strong LinkedIn presence, check for mutual connections
Decent sized digital footprint
Decent quality digital footprint

11. Interviewing Inbound Marketers
1 Funnel Question
2 Lead Scoring Question
3 Website Homepage Question

12. The Funnel Question
“Pretend you're the CMO for
25,000 Visitors
this company, and you have
250 Leads
to decide on what your
marketing team should focus.
What do you do?"
100 Sales Ready Leads
25 Opportunities
5 Customers

13. The Lead Scoring Question
“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?”

14. The Website 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
[Picture 1]
[Picture 2]
• 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

15. 2
MANAGING AN INBOUND
MARKETING TEAM

16. Mike’s Management Philosophy
•
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

17. HubSpot Marketing Team Organization
Product
Marketing
Top of Funnel
CMO
Middle of Funnel
Brand and Buzz

18. Focus on Outcomes: Manage by Metrics
Top of Funnel
Middle of
Funnel
Product
Marketing
Brand and
Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Results / Metrics
• Revenue pipeline $
• Sales goal %
Results / Metrics
• Sales test scores
• % sales selling
various features
• User testing
Results / Metrics
• PR hits
• Event attendance
and survey feedback
Activity
• Blog articles
• Ebooks & webinars
• Social engagement
• Other content
Activity
• Lead nurturing
• Lead scoring
• Sales coordination
Activity
• Product content
• Sales and other
product training
Activity
• Events
• PR pitches
• Videos & graphics

19. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
CMO / Mgmt
Feedback
Team reports on
metrics / activity
Team decides on
activities
Team executes
on activities

20. Embrace agile
marketing principles.

21. Marketing Team Goals

22. Frequent Motivation and Recognition
Weekly “Golden Unicorn” Award
Monthly “Champions Dinner” Award

23. Frequent Feedback

24. Track Progress to Goals in Real Time

25. Track Progress to Goals in Real Time

27. React to Alarms to Ensure Success
% Progress to Leads Goal
Actual Leads
Leads Goal
• Create new offers
100%
80%
• Publish more
60%
• Promote more
40%
20%
0%
• Increase paid ads
Business Days Left in Month

28. Review: Building an Inbound Marketing Team
1
Look for DARC candidates
2
Screen candidates for digital footprint
3
Interview questions: funnel, lead scoring, website design

29. Review: Managing an Inbound Marketing Team
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

30. Related Content for Further Reading
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

31. MIKE
THANK
YOU
#inbound13
VOLPE
@mvolpe
mvolpe@hubspot.com