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Welcome to
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 ...
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 Wra...
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 ...
HUG is GROWING
We’ve had record numbers of RSVPs for the last few meetings!
Hooray!
In order for us to plan accurately and...
HubSpot’s Marketing Team Through
the Years
Director of Marketing
Fun Fact: Everyone calls
me Repcor.
@repcor
REBECCA

CORLISS
My First Month in November 2008
Where’s the orange walls?!
Why are we wearing nametags?
Why didn’t anyone move this?
1 Commitment to Inbound from the Beginning
Marketing Org Over Time
2007
(2 ppl)
VP
• Lead gen &
inbound background
1 Marketer
•Generalist
Old Playbook:
Advertising
Conferences / Events
Paid Search / PPC
Email List Rentals
Cold Calling
Standard Playbook: Why Not Try:
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rent...
Renting
Your Marketing
Owning & Building
Your Marketing
56%of leads from
campaigns
>1 month ago
>>
Long-term Benefits of Owning Your Marketing
Our Priorities
• Grow the database (email & blog subscribers)
• Grow the idea of inbound marketing
• Keep the lights on
My First Inbound Project
Google Trends: Inbound Marketing Today
2 Phase 2: Aligning with the Funnel
The HubSpot Marketing Funnel
Audience

(Followers, Subscribers)
Leads
MQLS
Customers
TOFU
MOFU
BOFU
Our Priorities
• Grow the database (email & blog subscribers)
• Grow the idea of inbound
• Develop offers to drive more co...
Marketing Org Over Time
2009
(8 ppl)
2007
(2 ppl)
VP
• Lead gen &
inbound background
1 Marketer
•Generalist
ToFU Team
• 3 ...
TOFU: Build Marketing “Assets”
Blogs Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Moved to the Davenport in 2010
3 Phase 3: Beginning to Specialize
Our Priorities
• Grow reach by optimizing how we use our different
channels
• Build a content org
• Grow awareness for our...
Marketing Org Over Time
2012
(25 ppl)
2009
(8 ppl)
2007
(2 ppl)
VP
• Lead gen &
inbound background
1 Marketer
•Generalist
...
Product Marketing: Our first HubSpot User Group
Built First Social Media Team
“Mini CMOs” for Leads & MQLs
Marketing Mary Owner Ollie Corporate Cathy
First HubSpot User Group Summit
4 Phase 4: Scaling the Team
Our Priorities
• Build the HubSpot and inbound brand
• Scale lead generation
• Scale content org to become a “newsroom”
• ...
Marketing Org Over Time
2012
(25 ppl)
2009
(8 ppl)
2007
(2 ppl)
2014
(70 ppl)
VP
• Lead gen &
inbound background
1 Markete...
Goals of the Marketing Organization
Product

Marketing
Funnel
Team
Content
Team
Brand &
Buzz
Results / Metrics
• Website v...
Monthly Planning Cycles
Goals for month
set by CMO
Team decides on
activities
Team executes
on activities
Team reports on
...
Monthly Goals Tracked Daily
%ProgresstoLeads
Goal
0%
28%
55%
83%
110%
Business Days Left in Month
Leads Goal Actual Leads
React to Alarms to Ensure Su...
5 What Challenges Are We Facing Today?
Challenges with Going International
• Growing teams at different stages
• Setting expectations – do we achieve same with l...
Challenges with Marketing + Sales
• Strategy integration – who markets what?
• Same playbook or different?
• New infrastru...
Scaling the Team
• How do we keep our hiring bar high?
• How do we retain employees and support career growth?
• How do we...
Today’s Org – 130 Marketers
Product

Marketing
Funnel
Team
Content
Team
Brand &
Buzz
Sales
Marketing
CRO &
Optimization
AP...
More Goals Ahead
QUESTIONS?
THANK YOU.
@repcor
REBECCA

CORLISS
6 Addendum - Hiring for Inbound
CHARACTERISTICS OF INBOUND MARKETERS
• Smart
• GSD
• Digital
• Analytical
• Reach
• Content
DIGITAL
Look for people who speak
“digital” without an accent.
Digital natives or immigrants are
both fine as long as they...
ANALYTICAL
Everyone should be more
analytical than the average
person in their role elsewhere.
Even a writer should want t...
REACH
Good inbound marketers leave
evidence that they have a
gravitational attraction.
They have done something that
“attr...
CONTENT
Find people who create content
naturally.
You do not want content creation
to be a struggle.
Skills By Funnel Stage
CloseConvertAttract
Key Skills:
• Blogging
• Social Media
• SEO
• Writing, Design,
Creative
D A R C...
Interview: The Homepage Question
“The CEO likes version A,
the COO likes version B,
and the company is
evenly divided. Whi...
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
Building HubSpot's Marketing Team: A Journey Through the Years
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Building HubSpot's Marketing Team: A Journey Through the Years

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HubSpot veteran and Director of Team Development, Rebecca Corliss joins the Austin HubSpot User Group for a special event! She takes us on a journey of building HubSpot's marketing team through the years and gives insights on developing your own marketing team.

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

  1. 1. Welcome to
  2. 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. 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. 4. Upcoming HUG Events: June 16: Adam Singh from ShipStation will present “Get sales and marketing working for the same team”
  5. 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. 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. 7. HubSpot’s Marketing Team Through the Years
  8. 8. Director of Marketing Fun Fact: Everyone calls me Repcor. @repcor REBECCA
 CORLISS
  9. 9. My First Month in November 2008
  10. 10. Where’s the orange walls?!
  11. 11. Why are we wearing nametags? Why didn’t anyone move this?
  12. 12. 1 Commitment to Inbound from the Beginning
  13. 13. Marketing Org Over Time 2007 (2 ppl) VP • Lead gen & inbound background 1 Marketer •Generalist
  14. 14. Old Playbook: Advertising Conferences / Events Paid Search / PPC Email List Rentals Cold Calling
  15. 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. 16. Renting Your Marketing Owning & Building Your Marketing
  17. 17. 56%of leads from campaigns >1 month ago >> Long-term Benefits of Owning Your Marketing
  18. 18. Our Priorities • Grow the database (email & blog subscribers) • Grow the idea of inbound marketing • Keep the lights on
  19. 19. My First Inbound Project
  20. 20. Google Trends: Inbound Marketing Today
  21. 21. 2 Phase 2: Aligning with the Funnel
  22. 22. The HubSpot Marketing Funnel Audience
 (Followers, Subscribers) Leads MQLS Customers TOFU MOFU BOFU
  23. 23. Our Priorities • Grow the database (email & blog subscribers) • Grow the idea of inbound • Develop offers to drive more conversions
  24. 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. 25. TOFU: Build Marketing “Assets” Blogs Photos & Infographics Videos & Podcasts Presentations & eBooks
  26. 26. Moved to the Davenport in 2010
  27. 27. 3 Phase 3: Beginning to Specialize
  28. 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. 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. 30. Product Marketing: Our first HubSpot User Group
  31. 31. Built First Social Media Team
  32. 32. “Mini CMOs” for Leads & MQLs Marketing Mary Owner Ollie Corporate Cathy
  33. 33. First HubSpot User Group Summit
  34. 34. 4 Phase 4: Scaling the Team
  35. 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. 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. 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. 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. 39. Monthly Goals Tracked Daily
  40. 40. %ProgresstoLeads Goal 0% 28% 55% 83% 110% Business Days Left in Month Leads Goal Actual Leads React to Alarms to Ensure Success
  41. 41. 5 What Challenges Are We Facing Today?
  42. 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. 43. Challenges with Marketing + Sales • Strategy integration – who markets what? • Same playbook or different? • New infrastructure for data & measurement
  44. 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. 45. Today’s Org – 130 Marketers Product
 Marketing Funnel Team Content Team Brand & Buzz Sales Marketing CRO & Optimization APAC Marketing EMEA Marketing
  46. 46. More Goals Ahead
  47. 47. QUESTIONS?
  48. 48. THANK YOU. @repcor REBECCA
 CORLISS
  49. 49. 6 Addendum - Hiring for Inbound
  50. 50. CHARACTERISTICS OF INBOUND MARKETERS • Smart • GSD • Digital • Analytical • Reach • Content
  51. 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. 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. 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. 54. CONTENT Find people who create content naturally. You do not want content creation to be a struggle.
  55. 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. 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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