Building and Scaling an Inbound Marketing Team
description
Transcript of 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
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.
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
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
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]
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
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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