#INBOUND13

HOW TO BUILD AND MANAGE AN INBOUND MARKETING TEAM

Mike Volpe CMO @ HubSpot

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

@mvolpe

MIKE VOLPE

1  Building the Team

2  Managing the Team

3  Q&A

AGENDA

1 BUILDING AN INBOUND MARKETING TEAM

1   Digital

2   Analytical

3   Reach

4   Content

Hiring an Inbound Marketing Team

•  Smart •  GSD •  Domain Expert?

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.

Scan the application / resume •  No AOL or Hotmail or paper resumes •  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?"

25,000 Visitors

250 Leads

100 Sales Ready Leads

25 Opportunities

5 Customers

The Funnel 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 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 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]

2 MANAGING AN INBOUND MARKETING TEAM

•  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

Mike’s Management Philosophy

HubSpot Marketing Team Organization

Top of Funnel

Middle of Funnel

Product Marketing

Brand and Buzz

CMO

Focus on Outcomes: Manage by Metrics

Top of Funnel Middle of

Funnel

Product Marketing

Brand and Buzz

Results / Metrics •  Website visitors •  New contacts generated

Activity •  Blog articles •  Ebooks & webinars •  Social engagement •  Other content

Results / Metrics •  Revenue pipeline $ •  Sales goal %

Activity •  Lead nurturing •  Lead scoring •  Sales coordination

Results / Metrics •  Sales test scores •  % sales selling various features •  User testing

Activity •  Product content •  Sales and other product training

Results / Metrics •  PR hits •  Event attendance and survey feedback Activity •  Events •  PR pitches •  Videos & graphics

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 / Mgmt Feedback

Embrace agile marketing principles.

Marketing Team Goals

Frequent Motivation and Recognition

Monthly “Champions Dinner” Award

Weekly “Golden Unicorn” Award

Frequent Feedback

Track Progress to Goals in Real Time

Track Progress to Goals in Real Time

0%

20%

40%

60%

80%

100%

% P

rogr

ess

to L

eads

Goa

l

Business Days Left in Month

Actual Leads Leads Goal

•  Create new offers

•  Publish more

•  Promote more

•  Increase paid ads

React to Alarms to Ensure Success

1  Look for DARC candidates

2  Screen candidates for digital footprint

3  Interview questions: funnel, lead scoring, website design

Review: Building 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

Review: Managing an Inbound Marketing Team

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

Related Content for Further Reading

#inbound13

MIKE VOLPE @mvolpe mvolpe@hubspot.com THANK

YOU