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Kipp Bodnar - The Secrets to Hiring and Managing Exceptional Marketers

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Learn the secrets and strategies for hiring great marketers. Get practical advice for managing elite marketers to help them grow their careers in parallel with business growth. Understand what motivates the next generation of marketers and leverage this information to build a world-class marketing team.

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Kipp Bodnar - The Secrets to Hiring and Managing Exceptional Marketers

  1. 1. INBOUND15 Find, Hire, and Manage The Best Marketing Talent Kipp Bodnar CMO, HubSpot
  2. 2. INBOUND15 65%of employees would take a new boss over a pay raise Source: Inc.com
  3. 3. Marketers Have Changed
  4. 4. Time Vs Money Purpose Mone y Marketers Then Marketers Now
  5. 5. Learning Vs Promotion Learning Promotion Marketers Then Marketers Now
  6. 6. The Marketer’s Hierarchy Of Needs Financial Appreciation Progressio n Learning Purpose- Driven Financial needs met for a comfortable lifestyle. Feels appreciated and respected by management and peers Progresses to new roles and skills related to career goals Learns regularly from peers and manager Driven by company’s mission
  7. 7. Demand For Great Marketers Supply Of Great Marketers
  8. 8. Recruiting Great Marketers Must Be Your #1 Priority
  9. 9. INBOUND15 1 Finding The Best Marketers
  10. 10. INBOUND15 What is the first action item for any marketing problem?
  11. 11. INBOUND15 Build A Funnel
  12. 12. 500 Resume and Profile Screens 40 Manager Phone Screens 15 F2F Interview s 1 Offer
  13. 13. INBOUND15 To Find Great Marketers, You Have To Know What You’re Looking For
  14. 14. Digital Native Analytical Reach Content Creator
  15. 15. Don’t Settle For Less Than Awesome
  16. 16. INBOUND15 Employee Referrals: #1 Source Of New Hires
  17. 17. INBOUND15 Outbound Is In For Recruiting
  18. 18. Where do GREAT marketers hang out?
  19. 19. INBOUND15 Inbound Marketers - For Marketing Professionals Digital Marketing Social Media Marketing Popular Inbound Marketing LinkedIn Groups
  20. 20. INBOUND15 Search Linkedin Like a Ninja
  21. 21. INBOUND15
  22. 22. INBOUND15
  23. 23. INBOUND15
  24. 24. INBOUND15
  25. 25. INBOUND15
  26. 26. INBOUND15 Did You Know?
  27. 27. INBOUND15
  28. 28. INBOUND15 “Jill, You have some amazing experience in inbound marketing. The work that you have been doing at Acme Inc, seems to be driving amazing results. I would love to learn more about the work you are doing. Can we do a quick 20 minute phone call Monday at 5 p.m.?” InMail Templates –Quick Intro Approach
  29. 29. INBOUND15 “Jill, looking at your experience in marketing, you look like a great fit for the social media manager role that I am adding to my team at HubSpot. Do you have 15 minutes to discuss the role by phone next Monday?” InMail Templates –Direct Approach
  30. 30. INBOUND15 • It is about them not you • Flattery will get you everywhere • Keep it short • Tell don’t ask InMail Best Practices
  31. 31. INBOUND15 Finding Someone Great Is Only The Beginning
  32. 32. INBOUND15 2 The Inbound Marketing Hiring Process
  33. 33. INBOUND15 Of new hires, 46% fail within 18 months. Source: Recruiting Blog
  34. 34. INBOUND15 Of new hires another 45% are only fair to marginal performers. Source: Recruiting Blog
  35. 35. #INBOUND15 That means that 81% of new hires are a disappointment. Source: Recruiting Blog
  36. 36. #INBOUND14 Marketing Interviews Are Broken
  37. 37. INBOUND15 Have a Clear Interview Structure and Feedback
  38. 38. INBOUND15 • Evaluate applicable experience • Identify relevant skills • Assess for culture fit • Test for desired capabilities Interviewing Goals
  39. 39. INBOUND15 Interview Matrix Marketing Coordinator Experience • Has worked in a deadline environment • Coordinated projects • Has done email marketing • Has Blogged • Prior Social Media exp. would be ideal • College graduate Capabilities • Google Docs/Calendar • Microsoft Office • Learns software quickly • Strong PC/Mac skills Skills/Attributes • Extremely detail oriented • Gets it right the first time • Highly organized • Service oriented • Creative • Not easily flustered Culture fit • Adaptable, roll with the punches • High degree of GSD • Decisive • Takes ownership • Doesn’t take things personally • Works well with others
  40. 40. INBOUND15 10% opening 60% gathering information 20% providing information. 10% closing Sample Time Structure for an Interview
  41. 41. INBOUND15 Who should be interviewing?
  42. 42. INBOUND15 Simple But Awesome Interview Questions
  43. 43. INBOUND15 What have you been great at?
  44. 44. INBOUND15 What is the largest audience that has seen your work?
  45. 45. INBOUND15 What is the most difficult problem you have solved?
  46. 46. INBOUND15 Read Body Language
  47. 47. INBOUND15 Beware of The Faker Beware of the Faker
  48. 48. INBOUND15 Interviewing Is A Career Development Activity
  49. 49. INBOUND15 The Magic Question
  50. 50. #INBOUND14 Would You Be Sad If This Person Didn’t Work Here?
  51. 51. Does this person increase the average of the team?
  52. 52. #INBOUND14 Now what?
  53. 53. INBOUND15 For every $1 a company spends on training, it receives $30 worth of productivity Source: IBM
  54. 54. INBOUND15 Build A 100 Days Plan
  55. 55. INBOUND15 Fire Fast
  56. 56. INBOUND15 3 Managing In An Inbound World
  57. 57. #INBOUND14 An Employee Can Always Make More Money
  58. 58. The Marketer’s Hierarchy Of Needs Financial Appreciation Progressio n Learning Purpose- Driven Financial needs met for a comfortable lifestyle. Feels appreciated and respected by management and peers Progresses to new roles and skills related to career goals Learns regularly from peers and manager Driven by company’s mission
  59. 59. INBOUND15 Purpose Driven Motivation
  60. 60. INBOUND15 Selling More Widgets Isn’t a Purpose
  61. 61. INBOUND15 How Do You Put A Dent In The Universe?
  62. 62. INBOUND15 Promotion Isn’t The Only Form Of Growth
  63. 63. INBOUND15 Skill Development Assessment
  64. 64. INBOUND15 Curiosity
  65. 65. INBOUND15 The Job Interview Never Stops
  66. 66. INBOUND15 TinyPulse
  67. 67. INBOUND15 15-5
  68. 68. #INBOUND14 1-on-1’s Are For The Employee Not The Manager
  69. 69. INBOUND15 • Clear Agenda • Dedicated Time For Career Development • Personal and Professional Goal Discussion • Regular Skill and Career Feedback 1-on-1s That Don’t Suck
  70. 70. INBOUND15 Manage and Promote by Data Not Politics
  71. 71. INBOUND15 Give People A Change Before They Know They Need It
  72. 72. Demand For Great Marketers Supply of Great Marketers
  73. 73. Recruiting Great Marketers Must Be Your #1 Priority
  74. 74. Give Your Team A Clear Purpose
  75. 75. INBOUND15 Be A Manager People Love
  76. 76. INBOUND15 THANK YOU!

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