Mike Volpe
CMO @ HubSpot
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BUILDING & SCALING AN INBOUND TEAM презентация
Содержание
- 1. BUILDING & SCALING AN INBOUND TEAM
- 2. I joined HubSpot in 2007 as the
- 3. Characteristics Sourcing Screening and Interviewing Organizational Structure Management and Incentives AGENDA
- 4. 1 CHARACTERISTICS OF INBOUND MARKETERS
- 5. HIRING FOR INBOUND MARKETING Digital
- 6. DIGITAL Look for people who speak
- 7. ANALYTICAL Everyone should be more analytical
- 8. REACH Good inbound marketers leave evidence
- 9. CONTENT Find people who create content
- 10. SKILLS BY FUNNEL STAGE Close Convert Attract
- 11. 2 SOURCING INBOUND MARKETERS
- 12. Always be hiring. Referrals Conferences Networking
- 13. 3 SCREENING AND INTERVIEWING
- 14. Scan the application / resume No AOL
- 15. Funnel Question Lead Scoring Question Website Homepage Question INTERVIEWING INBOUND MARKETERS
- 16. “Pretend you're the CMO for this company,
- 17. “I just emailed you an Excel file
- 18. “The CEO likes version A, the COO
- 19. 4 ORGANIZATIONAL STRUCTURE
- 20. MARKETING ORG BY TEAM SIZE Attract Attract,
- 21. HUBSPOT MKTG ORG OVER TIME 2012 (25
- 22. HUBSPOT MARKETING ORG IN 2014 Dir. Product
- 23. MONTHLY CADENCE FOCUSED ON OUTCOMES Goals for
- 24. I joined HubSpot in 2007 as the
- 25. GET A FREE INBOUND MARKETING ASSESMENT hubspot.com/enterprise-assessment
- 26. How to Hire Great Marketing Interns: http://blog.hubspot.com/blog/tabid/6307/bid/32649/How-to-Recruit-Evaluate-Rockstar-Marketing-Interns.aspx
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 mvolpe@hubspot.com WELCOME
Слайд 1
Tips on hiring, organizational
structure, and management.
BUILDING & SCALING
AN INBOUND
TEAM
Слайд 2I 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
mvolpe@hubspot.com
WELCOME
Слайд 3Characteristics
Sourcing
Screening and Interviewing
Organizational Structure
Management and Incentives
AGENDA
Слайд 6
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.
Слайд 7
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.
Even a writer should want to measure their content using metrics and be interested in judging their success that way.
Слайд 8
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.
Слайд 9
CONTENT
Find people who create content naturally.
You do not want content creation
to be a struggle.
Слайд 10SKILLS BY FUNNEL STAGE
Close
Convert
Attract
Key Skills
Blogging
Social Media
SEO
Writing, Design,
Creative
D A R C
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
Слайд 12Always 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
Слайд 14Scan 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
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
Слайд 16“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
Слайд 17“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
Слайд 18“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]
Слайд 20MARKETING ORG BY TEAM SIZE
Attract
Attract, Convert + Close
Team = 9
Team =
3
Team = 1
Team = 18
Convert
Close
Attract = 2
Convert + Close
OR
Attract = 5
Blog = 2
Offers = 1
SEO/SM = 1
Design = 1
Convert = 2
Close = 2
Attract = 9
Blog = 3
Offers = 2
SEO/SM = 2
Design = 2
Convert = 6
By Persona, Geo or Sales Team
Close = 3
PM / SE Split, or by Prod.
Слайд 21HUBSPOT 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
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)
Слайд 22HUBSPOT 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
Close
Convert
Attract
Слайд 23MONTHLY 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
Слайд 24I 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
mvolpe@hubspot.com
THANK YOU
Слайд 26How 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
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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