1. The document discusses inbound marketing targeting and the buyer's journey. It describes how consumer behavior has changed with the rise of mobile, and that content is important for moving buyers through different stages. 2. It then summarizes how Hubspot does marketing by focusing on different types of content and how certain long-form posts continue generating leads years later. 3. The document concludes by covering how Hubspot hires for inbound roles, focusing on digital skills, analytics abilities, and experience creating content.

1. Inbound Marketing: Targeting
The Buyer’s Journey
#BOCAhug

2. Principal Marketing
Manager of HubSpot
Research
Previously at: Forrester
Research, Intel Security
@HubSpotResearch
Mimi An

3. • The Buyer’s Journey
• How HubSpot Does Marketing
• “Content interest”
• Hiring for Inbound
Agenda

4. 1 The Buyer’s Journey

5. Consumer behavior has changed
a lot in the last 10 years

6. Mobile time growing while laptop/desktop time stagnates
Source: KPCB Internet Trends 2015
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
Hoursondeviceperday Mobile Desktop/laptop Other connected devices

8. But actually…there’s more to it

9. Source: Forrester Research

10. Content is what propels buyers
through the buyer’s journey

11. Buyers want different types of content depending on the stage they’re in
Buyers Speak Out: How Sales
Needs To Evolve

12. The Buyers
Journey Quick
Reference Guide

13. 2 How HubSpot Does
Marketing

14. We do the same things as you
Blogs Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

15. Renting
Your Marketing
Owning & Building
Your Marketing

16. “Content interest”
This post was written by HubSpot CEO
Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views
● Generated 117 leads
5 Years later, still moving the needle.

17. “Content interest”
This post was written by HubSpot CEO
Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views
● Generated 117 leads
5 Years later, still moving the needle.

18. Content interest is huge to our business
The Blogging Tactic No One Is Talking About: Optimizing the Past

19. 30 HubSpot posts generate 46% of blog leads
The Blogging Tactic No One Is Talking About: Optimizing the Past

20. The hardest workers are compounding blog posts
Compounding Blog Posts: What They Are and Why They Matter

21. Compounding
posts appear
everywhere
1 out of 10
posts
compound

22. Why this matters: more traffic,
more leads

23. Title Goes Here
Marketing Benchmarks from 7,000 Businesses

24. Marketing Benchmarks from 7,000 Businesses

25. Once the content is created, it
can become amplified

26. Where we amplify our content
• Our contacts
• Co-branding partners
• Social media
• SEO
• Sometimes super targeted social ads

27. B2B VS B2C Content Lessons From 175,000 Blog Posts

28. B2B VS B2C Content Lessons From 175,000 Blog Posts

29. New channels we’re exploring to amplify content and brand
• Medium
• Slack – community (Inbounding) and bot (SpotBot)
• Messenger apps (Whatsapp and Facebook Messenger)
• WhatsApp Message Distribution – WhatsBroadcast
• Desktop Notifications – Roost
• Social 3.0: Snapchat and Facebook Live

30. 3 Hiring for Inbound

31. ? 26,905

32. CHARACTERISTICS OF INBOUND MARKETERS
• Smart
• GSD
• Digital
• Analytical
• Reach
• Content

33. DIGITAL
Look for people who live and
speak “digital”.
Someone who understands the
digital landscape (digital
literate). They know the
channels and the best ways to
engage.

34. 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.

35. 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.

36. CONTENT
Find people who create content
naturally.
You do not want content
creation to be a struggle.

37. The HubSpot Marketing Funnel
Audience
(Followers, Subscribers)
Leads
MQLS
Customers
TOFU
(attract)
MOFU
(convert)
BOFU
(close)

38. Skills By Funnel Stage
Close
Conve
rt
Attract
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

39. Sourcing Marketing Hires
Always be hiring.
1 Referrals
2 Conferences & networking events
3 Online networking
4 LinkedIn
5 Inbound.org
6 Keep a running list of awesome people.
7 Use Inbound: Make Content about Your Company

40. Screening Candidates
Scan the application / resume
• No AOL or Hotmail email addresses and no paper resumes
• Demonstrated track record of success and growth
• Look for some technical skills – HTML, CSS, Design, and more
• Inbound marketing experience / certifications
Google their name
• Strong LinkedIn presence, check for mutual connections
• Size and quality of digital footprint – what have they built?

41. Interview: 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

42. 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 Company
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[Video]
Make More Money With Us
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[Picture 2]

43. 4 Team Structure Over Time

44. Marketing 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)

45. Today’s Marketing Organization
Product
Marketing
Funnel
Team
Content
Team
Brand &
Buzz
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
• Add-Ons
• Sales
enablement
Results / Metrics
• PR wins
• Event #s and
feedback
• Satisfaction of others
Activity
• PR & Events
• Creative: Videos,
graphics, design
CloseConvertAttract

46. 5 Management Philosophy

47. Monthly Planning 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

48. Monthly Goals Tracked Daily

49. 0%
20%
40%
60%
80%
100%
%ProgresstoLeadsGoal
Business Days Left in Month
Actual Leads Leads Goal
React to Alarms to Ensure Success
• Create new offers
• Publish more
• Promote more
• Increase paid ads

50. THANK YOU.
@hubspotresearch
Mimi
An

51. Inbound.org jobs board
150k marketers active in the
community
Dedicated jobs board for any type
of marketing role

52. QUESTIONS?

53. Here’s what traffic to HubSpot
customers look like

56. All Paid
5%
Blog
20%
SEO
25%
Free
Tools
15%
Social
10%
HubSpot.com Landing Pages
1,000+ Landing Pages
25-30% Conversion Rate
~50K Leads / Month
Opt-In
Email 10%
2/3
Nurturing
Scoring
1/3 Sales
Branded
15%
Inbound leads
cost ~30% less
and convert
~200% better
than paid
Lead Breakdown by Channel