Mike VolpeFormer CMO at HubSpot

@mvolpe

The growth playbookfrom $0 to $1 billion

#UTwebinar @UserTesting

I joined HubSpot in 2007 as the fifth employee and grew the marketing team to 90 people. I love chocolate, lead generation, whiskey, Excel, red wine, marketing metrics and Jay Z. I have advised and invested in more than a 20 different startups and hired over 100 marketers.

I’m Mike Volpe, or@mvolpe on Twitter.

Hi.

AGENDA1. Category Creator vs Better Mousetrap2. Align Sales & Marketing with Business Strategy3. Create Competitive Advantage in Everything You Do4. Evolve Faster with Shorter Cycles5. Hire Exceptional Marketers6. Manage Well with Org Structure & Process in Marketing

1 Category Creator vsBetter Mousetrap

Which Business are You?

Better Mousetrap Big Market w/$$$ Start in last place Hard to compete with

established players“Why would I switch?”

Category Creator New Market w/$0 You are #1! (out of 1) Hard to create a new

market “Why do I need

this?”

2 Align Sales & Marketing with Business Strategy

Align Sales & Marketing with Business Strategy

http://www.forentrepreneurs.com/startup-killer/

Align Sales & Marketing with Business Strategy

Viral / Free Product, No Sales Reps

Content, SEO, Social with Inside Sales

SDR Cold Call Sourcing, Inside Sales

Outside Enterprise Sales

Low LTV

Medium LTV

High LTV

Align Sales & Marketing with Business Strategy

Content, SEO, Social with Inside Sales 80-90% of leads were

unpaid (inbound) 90% of new customers

from those leads 40% channel / agency

Low / Medium LTV ($800/mo)

3 Create Competitive Advantage inEverything You Do

Competitive Advantage

Technology Data Network

Competitive Advantage: Not Just for Product

HiringSalesMarketing

Content (High authority)

Create Category (Inbound Mktg)

Channel(Agencies)

Process(Free Trial)

Tools(Website Grader)

Best Place to Work

Boston(not Silicon Valley)

Culture Code

4 Evolve Faster with Shorter Cycles

Measure often.

Evolve faster.

Generations per year

Quarterly = 4 Monthly = 12 Weekly = 52

Monthly Goals Tracked Daily

Monthly Goals Tracked Daily

0%20%40%60%80%

100%Actual Leads Leads Goal

Business Days Left in Month

% P

rogr

ess

to L

eads

G

oal

React to Alarms to Ensure SuccessCreate new offersPublish morePromote moreIncrease paid ads

5 Hire Exceptional Marketers

Desired Skills for Great Marketers

Digital Analytical Reach Content

DIGITALLook for people who speak “digital” without an accent.

Digital natives or immigrants are both fine as long as they have full digital citizenship.

ANALYTICALEveryone should be more analytical than the average person in their role elsewhere.

Even a writer should want to evaluate their performance using metrics.

REACHGreat marketers leave evidence that they have a gravitational pull.

They have done something that “attracted” people to them or their work before.

Find people who create content by their nature, not arm twisting.

You do not want content creation to be a chore.

CONTENT

SKILLS BY FUNNEL STAGECloseConvertAttract

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

Interviewing Marketers1. Funnel Question2. Lead Scoring Question3. Website Homepage Question

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

The Lead Scoring Question“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 Website 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 CompanyText text text Text text text Text text text Text text textText 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]

6 Manage Well with Org Structure and Process

Organization by Team Size

AttractAttract, Convert + Close

Team = 9Team = 3Team = 1 Team = 18

ConvertClose

Attract (2)Convert + Close

OR

Attract (5)Blog = 2

Offers = 1SEO/SM = 1Design = 1

Convert (2)

Close (2)

Attract (9)Blog = 3

Offers = 2SEO/SM = 2Design = 2

Convert (6)By Persona, Geo or Sales Team

Close (3)PM / SE Split, or

by Product

HubSpot Mktg Org Over Time2012(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 byPersonas

Prod Mktg

VP/Dir Content

VP/Dir Funnel

VP/Dir Product Mktg

VP/Dir Brand & Buzz

(detail on next slide)

HubSpot Marketing 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

CloseConvertAttract

Monthly Process for TeamsGoals for

month set by CMO

Teams decide on activities

Teams execute on activities

Teams report on metrics /

activity

CMO Feedback to

Teams

Summary: Keys to Success1. Category Creator vs Better Mousetrap2. Align Sales & Marketing with Business Strategy3. Create Competitive Advantage in Everything You Do4. Evolve Faster with Shorter Cycles5. Hire Exceptional Marketers6. Manage Well with Org Structure & Process in Marketing

Thank You!If you liked this, you should:Follow me on Twitter www.twitter.com/mvolpeSubscribe to my blog (0-2 articles / month):

www.MikeVolpe.comI’m on the Snapchat bandwagon too:

https://www.snapchat.com/add/Mike-Volpe

Questions?

Learn more from Mike at MikeVolpe.com

Questions about UserTesting? Email adam@usertesting.com

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