Building and Scaling an Inbound Marketing Team

Tips on hiring, organizational

structure, and management.

BUILDING & SCALING AN INBOUND TEAM

Mike Volpe

CMO @ HubSpot

I joined HubSpot in 2007 as the fifth

employee. I love chocolate, lead

generation, whiskey, Excel, red wine,

marketing metrics and Jay Z.

Mike Volpe

CMO @ HubSpot

@mvolpe

[email protected]

WELCOME

1 Characteristics

2 Sourcing

3 Screening and Interviewing

4 Organizational Structure

5 Management and Incentives

AGENDA

1CHARACTERISTICS OF

INBOUND MARKETERS

HIRING FOR INBOUND MARKETING

• Digital

• Analytical

• Reach

• Content

• Smart

• GSD

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.

http://www.youtube.com/watch?v=4-lGe5MnBlY

http://www.youtube.com/watch?v=4-lGe5MnBlY

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.

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.

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

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

2 SOURCING INBOUND MARKETERS

Always be hiring.

• Referrals

• Conferences

• Networking events

• Online networking

• LinkedIn

Keep a list of the top 10-30

marketers you think are A+

players and stalk / nurture them.

SOURCING MARKETING HIRES

3SCREENING AND

INTERVIEWING

Scan the application / resume

• No AOL or Hotmail email addresses and no paper resumes

• Demonstrated track record of success and growth

• Domain expertise and inbound marketing experience / certifications

SCREENING CANDIDATES

Google their name

• Strong LinkedIn presence, check for mutual connections

• Decent sized digital footprint

• Decent quality digital footprint

1. Funnel Question

2. Lead Scoring Question

3. Website Homepage Question

INTERVIEWING INBOUND MARKETERS

“Pretend you're the CMO for this

company, and you have to

decide on what your marketing

team should focus. What do

you do?"

THE FUNNEL QUESTION

25,000 Visitors

250 Leads

100 Sales Ready

Leads

25 Opportunities

5 Customers

“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?”

THE LEAD SCORING QUESTION

“The CEO likes version A,

the COO likes version B,

and the company is evenly

divided. Which homepage

do you launch?”

THE WEBSITE HOMEPAGE QUESTION

Millions Love Our Company

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

[Picture 1]

[Picture 2]

4 ORGANIZATIONAL STRUCTURE

MARKETING ORG BY TEAM SIZE

AttractAttract,

Convert +

Close

Team = 9Team = 3Team = 1 Team = 18

Convert

Close

Attract = 2

Convert +

Close

OR

Attract = 5Blog = 2

Offers = 1

SEO/SM = 1

Design = 1

Convert = 2

Close = 2

Attract = 9Blog = 3

Offers = 2

SEO/SM = 2

Design = 2

Convert = 6By Persona,

Geo or Sales

Team

Close = 3PM / SE Split, or

by Prod.

HUBSPOT MKTG 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)

HUBSPOT MARKETING ORG IN 2014

Dir. Product

Mktg (~12)

VP Funnel

(~30)

VP Content

(~12)

Dir. Brand &

Buzz (~13)

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

• Sales enablement

Results / Metrics

• PR hits

• Event #s and feedback

• Satisfaction of others

Activity

• PR & Events

• Creative: Videos,

graphics, design

CloseConvertAttract

MONTHLY CADENCE 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

I joined HubSpot in 2007 as the fifth

employee. I love chocolate, lead

generation, whiskey, Excel, red wine,

marketing metrics and Jay Z.

Mike Volpe

CMO @ HubSpot

@mvolpe

[email protected]

THANK YOU

GET A FREE INBOUND

MARKETING ASSESMENT

hubspot.com/enterprise-assessment

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

HubSpot Culture Deck:

http://www.CutureCode.com

My Marketing Metrics / Analytics Deck:

http://bit.ly/MVmetrics

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