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Marketing Planning: How HubSpot Generates 25,000 Leads Per Month

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Learn how the HubSpot marketing team helps drive the growth of HubSpot. Agile marketing planning, sales and marketing alignment, daily and monthly metrics, project prioritization, people management.

Learn how the HubSpot marketing team helps drive the growth of HubSpot. Agile marketing planning, sales and marketing alignment, daily and monthly metrics, project prioritization, people management.

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  • Here’s an overview of what we’re going to talk about today.
  • Here’s an overview of what we’re going to talk about today.
  • Everyone is accountable for setting their own goals, tasks and completing them. 2 Managers. Even managers have daily marketing activities People are rewarded and recognized for getting stuff done, not setting direction. Jeanne who manages one of our marketing teams also directly manages our online advertising spend with 20+ advertising outlets. Kirsten who manages the other marketing team was the lead planner for HUG.
  • Don’t be constrained by title. Even our interns are writing ebooks and doing primary market research talking to customers. Rebecca Corliss who works on one of our teams is now responsible for hs.com and integrating our im community with our customer community. Caroline Himmelmann did a research project to evaluate our positioning statements. Kipp, who joined about 9 months ago, was responsible day 1 for the blog and with his initiative, it has become our biggest lead source. http://www.flickr.com/photos/hamed/327939900/sizes/l/
  • The organization is very flat. Everyone has access to everyone including our CEO, who sits on the floor and keeps his calendar publicly available. Every month, we recognize a “marketer of the month” based on the work they did and the results it achieved. -- Maggie was recognized last month for producing a record number of case studies last month. Another example is that even brand new sales reps are encouraged to invite any of our VPs. Marketers, consultants or sales managers to join a sales call with them. -- Marketing and selling HubSpot is everyone’s job. http://www.flickr.com/photos/tompagenet/8971719/sizes/l/in/photostream/
  • At HubSpot, marketers at HubSpot have no meetings on Wed and Fri, encouraged work at home As we all know, marketing requires quiet thinking time, writing and revising time and time and quiet to be creative. 1 meeting once/week. Daily standup to discuss what you’re doing.
  • Marketing has two BIG goals at HubSpot: -- acquiring new customers -- making them successful and happy. Consultants and sales people contribute to the blog Marketing team members focused on improving our software trial process to improve sales and customer onboarding--
  • Here’s an overview of what we’re going to talk about today.
  • Marketers are part of the company and draw ideas, creativity and content ideas from the wider organization. - Get involved with solving bigger problems. Marketers are pulled into product discussions KWG & email marketing product meetings. Lead user http://www.flickr.com/photos/sundazed/2194264406/sizes/o/
  • Explain about pods
  • Here’s an overview of what we’re going to talk about today.
  • Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  • Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  • Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  • For discussions, feedback, keeping track of large projects between team members – saves a lot of emailing
  • Here’s an overview of what we’re going to talk about today.
  • Here’s an overview of what we’re going to talk about today.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
  • Transcript

    • 1. Inbound Marketing Planning: How the HubSpot Marketing Machine Generates 25,000 Leads Per Month
      Marketing Agency Training Program
      November 2010
      Twitter: #MarketingMachine
      Peter Caputa IV
      Partner Program Manager
      Twitter: @pc4media
      pcaputa@hubspot.com
    • 2. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      The HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 3. What’s HubSpot?
      Inbound marketing software + training
      Over 3,500 customers in 3 years
      180+ employees
    • 4. Who are the HubSpot Value Added Resellers (VAR)?
      Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.
      Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.
      Margin share of 20% on all deals for the life of the customer
      Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.
      4
      A Group that Wants to Change How the World Does Marketing!
    • 5. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      The HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 6. Avoid Having Too Many Managers
      6
      Rather then Swarms of Managers….
      …Have One Team Leader
    • 7. Empowering Marketers to Be Their Own Leaders
      7
    • 8. Less “Supervising,” More “Doing”
      8
    • 9. Making Sure Meetings Count
      9
      Marketing Team’s “No Meeting” Hours
    • 10. Sharing the Responsibility
      10
    • 11. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      The HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 12. “Marketers” Don’t Only Do Marketing
      12
      To Do:
      Send Email
      Talk to Product team about new email feature capabilities
      Help sales with forecasting
      Join consulting call with customer
    • 13. Working With Other Departments Is Standard
      13
    • 14. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 15. Compelling Offers and Landing Pages are the Engine
      15
    • 16. Blogging & SEO are the Fuel
      16
    • 17. Social Media Lays the Road
      17
    • 18. Wikis, Collaboration Fuels Creativity
      18
      Gathering Feedback
      Working together on a project
    • 19. Vet New Ideas & Prioritize with an Idea Backlog
      19
      JIRA: Dev Team
      Wiki: Marketing Team
    • 20. Eat Your Own Dogfood
      20
    • 21. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      The HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 22. Sprint Planning, Scrum, Sprint Review
      22
    • 23. Tracking the Metrics Large and Small
      23
    • 24. Close the Loop with Sales
      24
      HubSpot Analytics
      SFDC Reporting
    • 25. Setting Goals & Tracking Daily
      25
    • 26. Agenda
      What’s HubSpot & the Value Added Reseller (VAR) Program?
      Learning that Flat = Fantastic
      An Integrated Team
      The HubSpot Tool Kit
      Being Agile While Over Planning
      Looking at the Metrics
      Getting Help
    • 27. How to Get Help…
    • 28. Learn the Value of the HubSpot Software…
      As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller
      Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS
      Gives you access to http://success.hubspot.com
    • 29. Ask for Help…
      Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
      Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
    • 30. List of Upcoming Classes/Link to Recordings
      30
      http://www.hubspot.com/partners/training-program/classes
    • 31. Weekly Email about Upcoming Classes - Thursday
      31
    • 32. Live Webinar: Every Tuesday @ 1PM EST
      32
      Additional Webinars SOMETIMES on Thursday at 2PM EST
    • 33. Register for Weekly Class(es) to Get Login
      33
    • 34. Some Homework & Recorded Stuff Too…
      34
      Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator