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BUILDING & SCALING AN INBOUND TEAM

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Tips on hiring, organizational structure, and management. BUILDING & SCALING AN INBOUND TEAM Mike Volpe CMO @ HubSpot


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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


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Characteristics Sourcing Screening and Interviewing Organizational Structure Management and Incentives AGENDA


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1 CHARACTERISTICS OF INBOUND MARKETERS


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HIRING FOR INBOUND MARKETING Digital Analytical Reach Content Smart GSD


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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.


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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.


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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.


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


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SKILLS BY FUNNEL STAGE Close Convert 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


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2 SOURCING INBOUND MARKETERS


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Always 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


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3 SCREENING AND INTERVIEWING


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Scan 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 SCREENING CANDIDATES Google their name Strong LinkedIn presence, check for mutual connections Decent sized digital footprint Decent quality digital footprint


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Funnel Question Lead Scoring Question Website Homepage Question INTERVIEWING INBOUND MARKETERS


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“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


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“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


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“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]


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4 ORGANIZATIONAL STRUCTURE


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MARKETING 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.


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HUBSPOT 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 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)


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HUBSPOT 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


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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 Feedback to Teams


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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 THANK YOU


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GET A FREE INBOUND MARKETING ASSESMENT hubspot.com/enterprise-assessment


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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 HubSpot Culture Deck: http://www.CutureCode.com My Marketing Metrics / Analytics Deck: http://bit.ly/MVmetrics Related Content for Further Reading


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