Building HubSpot's Marketing Team: A Journey Through the Years

1. Welcome to

2. 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.

3. 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

4. Upcoming HUG Events: June 16: Adam Singh from ShipStation will present “Get sales and marketing working for the same team”

5. 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.

6. 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.

7. HubSpot’s Marketing Team Through the Years

8. Director of Marketing Fun Fact: Everyone calls me Repcor. @repcor REBECCA  CORLISS

9. My First Month in November 2008

10. Where’s the orange walls?!

11. Why are we wearing nametags? Why didn’t anyone move this?

12. 1 Commitment to Inbound from the Beginning

13. Marketing Org Over Time 2007 (2 ppl) VP • Lead gen & inbound background 1 Marketer •Generalist

14. Old Playbook: Advertising Conferences / Events Paid Search / PPC Email List Rentals Cold Calling

15. 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

16. Renting Your Marketing Owning & Building Your Marketing

17. 56%of leads from campaigns >1 month ago >> Long-term Benefits of Owning Your Marketing

18. Our Priorities • Grow the database (email & blog subscribers) • Grow the idea of inbound marketing • Keep the lights on

19. My First Inbound Project

20. Google Trends: Inbound Marketing Today

21. 2 Phase 2: Aligning with the Funnel

22. The HubSpot Marketing Funnel Audience  (Followers, Subscribers) Leads MQLS Customers TOFU MOFU BOFU

23. Our Priorities • Grow the database (email & blog subscribers) • Grow the idea of inbound • Develop offers to drive more conversions

24. 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

25. TOFU: Build Marketing “Assets” Blogs Photos & Infographics Videos & Podcasts Presentations & eBooks

26. Moved to the Davenport in 2010

27. 3 Phase 3: Beginning to Specialize

28. Our Priorities • Grow reach by optimizing how we use our different channels • Build a content org • Grow awareness for our product • Drive MQLs

29. 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 by Personas Prod Mktg

30. Product Marketing: Our first HubSpot User Group

31. Built First Social Media Team

32. “Mini CMOs” for Leads & MQLs Marketing Mary Owner Ollie Corporate Cathy

33. First HubSpot User Group Summit

34. 4 Phase 4: Scaling the Team

35. 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

36. 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 by Personas Prod Mktg VP/Dir Content VP/Dir Funnel VP/Dir Product Mktg VP/Dir Brand & Buzz

37. Goals of the 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 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

38. 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

39. Monthly Goals Tracked Daily

40. %ProgresstoLeads Goal 0% 28% 55% 83% 110% Business Days Left in Month Leads Goal Actual Leads React to Alarms to Ensure Success

41. 5 What Challenges Are We Facing Today?

42. 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

43. Challenges with Marketing + Sales • Strategy integration – who markets what? • Same playbook or different? • New infrastructure for data & measurement

44. 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?

45. Today’s Org – 130 Marketers Product  Marketing Funnel Team Content Team Brand & Buzz Sales Marketing CRO & Optimization APAC Marketing EMEA Marketing

46. More Goals Ahead

47. QUESTIONS?

48. THANK YOU. @repcor REBECCA  CORLISS

49. 6 Addendum - Hiring for Inbound

50. CHARACTERISTICS OF INBOUND MARKETERS • Smart • GSD • Digital • Analytical • Reach • Content

51. DIGITAL Look for people who speak “digital” without an accent. Digital natives or immigrants are both fine as long as they have full digital citizenship.

52. 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.

53. 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.

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

55. Skills By Funnel Stage CloseConvertAttract 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

56. 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]

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