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

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 other marketers in Austin.

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

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 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.

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.

HubSpot’s Marketing Team Through the Years

Director of Marketing

Fun Fact: Everyone calls me Repcor.

@repcor

REBECCACORLISS

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 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

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

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

Google Trends: Inbound Marketing Today

2 Phase 2: Aligning with the Funnel

The HubSpot Marketing FunnelAudience

(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 conversions


2009(8 ppl)

2007(2 ppl)



ToFU Team• 3 people

MoFu Team• 3 people

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 product

• Drive MQLs


2012(25 ppl)

2009(8 ppl)

2007(2 ppl)





Teams by Channel (email, blog, social)

MoFu Teams byPersonas

Prod Mktg

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”

• Double down on partner program

• Begin thought leadership event INBOUND

• Support sales with product launches


2012(25 ppl)

2009(8 ppl)

2007(2 ppl)

2014(70 ppl)





Teams by Channel (email, blog, social)

MoFu Teams byPersonas

Prod Mktg

VP/Dir Content

VP/Dir Funnel

VP/Dir Product Mktg

VP/Dir Brand & Buzz

Goals of the Marketing Organization

ProductMarketing

Funnel Team

ContentTeam

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

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

Monthly Goals Tracked Daily

% P

rogr

ess

to L

eads

G

oal

0%

28%

55%

83%

110%

Business Days Left in Month

Leads Goal Actual Leads

React to Alarms to Ensure Success

5 What Challenges Are We Facing Today?

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

Challenges with Marketing + Sales

• Strategy integration – who markets what?

• Same playbook or different?

• New infrastructure for data & measurement

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?

Today’s Org – 130 Marketers

ProductMarketing

Funnel Team

ContentTeam

Brand & Buzz

Sales Marketing

CRO & Optimization

APAC Marketing

EMEAMarketing

More Goals Ahead

QUESTIONS?

THANK YOU.

@repcor

REBECCACORLISS

6 Addendum - Hiring for Inbound

CHARACTERISTICS OF INBOUND MARKETERS

• Smart• GSD

• Digital• Analytical• Reach• Content

DIGITALLook for people who speak “digital” without an accent.

Digital natives or immigrants are both fine as long as they have full digital citizenship.

ANALYTICALEveryone 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.

REACHGood inbound marketers leave evidence that they have a gravitational attraction.

They have done something that “attracted” people to them or their work before.

CONTENTFind people who create content naturally.

You do not want content creation to be a struggle.

Skills By Funnel Stage

CloseConvertAttractKey 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

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 CompanyText text text Text text text Text text text Text text textText 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

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