HOW TO BUILD AND MANAGE AN INBOUND MARKETING TEAM

HOW TO BUILD AND MANAGE AN INBOUND MARKETING TEAM Mike Volpe CMO @ HubSpot #INBOUND13

MIKE VOLPE @mvolpe Employee #5 at HubSpot. I also eat M&Ms one color at a time, saving orange for last of course.

AGENDA 1 Building the Team 2 Managing the Team 3 Q&A

1 BUILDING AN INBOUND MARKETING TEAM

Hiring an Inbound Marketing Team 1 Digital 2 Analytical Smart GSD Domain Expert? 3 Reach 4 Content

DIGITAL Look for people who speak digital without an accent. Digital natives or immigrants are both fine as long as they are citizens.

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.

Screening Candidates Scan the application / resume No AOL or Hotmail or paper resumes Track record of success and growth Domain expertise and inbound marketing experience / certifications Google their name Strong LinkedIn presence, check for mutual connections Decent sized digital footprint Decent quality digital footprint

Interviewing Inbound Marketers 1 Funnel Question 2 Lead Scoring Question 3 Website Homepage Question

The Funnel Question Pretend you're the CMO for this company, and you have to decide on what your marketing team should focus. What do you do?" 25,000 Visitors 250 Leads 100 Sales Ready Leads 25 Opportunities 5 Customers

The Lead Scoring Question 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 Website 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 [Picture 1] [Picture 2] 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

2 MANAGING AN INBOUND MARKETING TEAM

Mike s Management Philosophy Goals: Clearly explain to people the outcomes and results we want and why we need them for the business Metrics: Let the metrics crack the whip for you Hiring: Hire the right people, get rid of the wrong people Mentoring: Mentor people by offering advice, context and perspective Management: Get out of the way, rarely tell anyone what to do, let them surprise you

HubSpot Marketing Team Organization Top of Funnel CMO Product Marketing Middle of Funnel Brand and Buzz

Focus on Outcomes: Manage by Metrics Top of Funnel Middle of Funnel Product Marketing Brand and Buzz Results / Metrics Website visitors New contacts generated Results / Metrics Revenue pipeline $ Sales goal % Results / Metrics Sales test scores % sales selling various features User testing Results / Metrics PR hits Event attendance and survey feedback Activity Blog articles Ebooks & webinars Social engagement Other content Activity Lead nurturing Lead scoring Sales coordination Activity Product content Sales and other product training Activity Events PR pitches Videos & graphics

Monthly Cadence Focused on Outcomes Goals for month set by CMO CMO / Mgmt Feedback Team decides on activities Team reports on metrics / activity Team executes on activities

Embrace agile marketing principles.

Marketing Team Goals

Frequent Motivation and Recognition Weekly Golden Unicorn Award Monthly Champions Dinner Award

Frequent Feedback

Track Progress to Goals in Real Time

Track Progress to Goals in Real Time

React to Alarms to Ensure Success % Progress to Leads Goal Actual Leads Leads Goal 100% 80% 60% 40% 20% 0% Business Days Left in Month Create new offers Publish more Promote more Increase paid ads

Review: Building an Inbound Marketing Team 1 Look for DARC candidates 2 Screen candidates for digital footprint 3 Interview questions: funnel, lead scoring, website design

Review: Managing an Inbound Marketing Team 1 Team structure: Funnel, Product Marketing, Brand & Buzz 2 Agile marketing principles 3 Monthly cadence of reporting & goal setting 4 Review monthly team reports for feedback 5 Frequent awards and feedback weekly and monthly

Related Content for Further Reading 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 (5m views) HubSpot Culture Deck: http://www.cuturecode.com (851k views) My Marketing Metrics / Analytics Deck: http://bit.ly/mvmetrics

THANK MIKE VOLPE @mvolpe mvolpe@hubspot.com YOU #inbound13