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.
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.
16. 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
25. Our Priorities
• Grow the database (email & blog subscribers)
• Grow the idea of inbound
• Develop offers to drive more conversions
26. 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
33. Our Priorities
• Grow reach by optimizing how we use our different
channels
• Build a content org
• Grow awareness for our product
• Drive MQLs
34. 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
40. 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
41. 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
42. 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
43. 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
51. 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
52.
53. Challenges with Marketing + Sales
• Strategy integration – who markets what?
• Same playbook or different?
• New infrastructure for data & measurement
54.
55. 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?
62. 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.
63. 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.
64. 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.
65. CONTENT
Find people who create content
naturally.
You do not want content creation
to be a struggle.
66. 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
67. 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
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Make More Money With Us
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