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BUILDING & SCALING 
AN INBOUND TEAM 
Tips on hiring, organizational 
structure, and management. 
Mike Volpe 
CMO @ HubSpot
WELCOME 
I joined HubSpot in 2007 as the fifth 
employee. I love chocolate, lead 
generation, whiskey, Excel, red wine, 
m...
AGENDA 
1 Characteristics 
2 Sourcing 
3 Screening and Interviewing 
4 Organizational Structure 
5 Management and Incentiv...
1 CHARACTERISTICS OF 
INBOUND MARKETERS
HIRING FOR INBOUND MARKETING 
• Digital 
• Smart 
• Analytical 
• GSD 
• Reach 
• Content
DIGITAL 
Look for people who speak 
“digital” without an accent. 
Digital natives or immigrants 
are both fine as long as ...
ANALYTICAL 
Everyone should be more 
analytical than the average 
person in their role elsewhere. 
Even a writer should wa...
REACH 
Good inbound marketers leave 
evidence that they have a 
gravitational attraction. 
They have done something that 
...
CONTENT 
Find people who create content 
naturally. 
You do not want content 
creation to be a struggle.
SKILLS BY FUNNEL STAGE 
Attract Convert Close 
Key Skills 
• Blogging 
• Social Media 
• SEO 
• Writing, Design, 
Creative...
2 SOURCING INBOUND 
MARKETERS
SOURCING MARKETING HIRES 
Always be hiring. 
• Referrals 
• Conferences 
• Networking events 
• Online networking 
• Linke...
3 SCREENING AND 
INTERVIEWING
SCREENING CANDIDATES 
Scan the application / resume 
• No AOL or Hotmail email addresses and no paper resumes 
• Demonstra...
INTERVIEWING INBOUND MARKETERS 
1. Funnel Question 
2. Lead Scoring Question 
3. Website Homepage Question
THE FUNNEL QUESTION 
“Pretend you're the CMO for this 
company, and you have to 
decide on what your marketing 
team shoul...
THE LEAD SCORING QUESTION 
“I just emailed you an Excel file of 10,000 leads with data like company 
size and industry for...
THE WEBSITE HOMEPAGE QUESTION 
“The CEO likes version A, 
the COO likes version B, 
and the company is evenly 
divided. Wh...
4 ORGANIZATIONAL 
STRUCTURE
MARKETING ORG BY TEAM SIZE 
Team = 1 Team = 3 Team = 9 Team = 18 
Attract, Attract 
Convert + 
Close 
Convert 
Close 
OR 
...
HUBSPOT MKTG ORG OVER TIME 
2012 
(25 ppl) 
2009 
(8 ppl) 
2007 
(2 ppl) 
2014 
(70 ppl) 
VP 
• Lead gen & 
inbound 
backg...
HUBSPOT MARKETING ORG IN 2014 
Dir. Product 
Mktg (~12) 
VP Funnel 
(~30) 
VP Content 
(~12) 
Dir. Brand & 
Buzz (~13) 
Re...
MONTHLY CADENCE FOCUSED ON OUTCOMES 
Goals for month 
set by CMO 
Team decides 
on activities 
Team executes 
on activitie...
THANK YOU 
I joined HubSpot in 2007 as the fifth 
employee. I love chocolate, lead 
generation, whiskey, Excel, red wine, ...
GET A FREE INBOUND 
MARKETING ASSESMENT 
hubspot.com/enterprise-assessment
Related Content for Further Reading 
How to Hire Great Marketing Interns: 
http://blog.hubspot.com/blog/tabid/6307/bid/326...
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Building and Scaling an Inbound Marketing Team

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Assembling a team of marketing all stars is no easy task! You have to screen for lots of different specialities, like SEO, demand generation and social media. Then you have to compete for the best talent, which isn't always easy... and all of that effort is wasted if you don't have the right organizational structure for new (and existing) hires to thrive.

Learn how to build and scale a modern marketing team, with the skill sets needed to run high performing inbound campaigns. This slide deck covers how to find and hire top marketing talent, how to structure your organization for Inbound at any size, and tips on management and incentives.

Publicado en: Marketing
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  • Love this slideshow, Mike. Integrating content creation into a culture is one of the most effective things marketers and organisations can do, in mu opinion!
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Building and Scaling an Inbound Marketing Team

  1. 1. BUILDING & SCALING AN INBOUND TEAM Tips on hiring, organizational structure, and management. Mike Volpe CMO @ HubSpot
  2. 2. WELCOME 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
  3. 3. AGENDA 1 Characteristics 2 Sourcing 3 Screening and Interviewing 4 Organizational Structure 5 Management and Incentives
  4. 4. 1 CHARACTERISTICS OF INBOUND MARKETERS
  5. 5. HIRING FOR INBOUND MARKETING • Digital • Smart • Analytical • GSD • Reach • Content
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. CONTENT Find people who create content naturally. You do not want content creation to be a struggle.
  10. 10. SKILLS BY FUNNEL STAGE Attract Convert Close 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
  11. 11. 2 SOURCING INBOUND MARKETERS
  12. 12. SOURCING MARKETING HIRES 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.
  13. 13. 3 SCREENING AND INTERVIEWING
  14. 14. SCREENING CANDIDATES 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 Google their name • Strong LinkedIn presence, check for mutual connections • Decent sized digital footprint • Decent quality digital footprint
  15. 15. INTERVIEWING INBOUND MARKETERS 1. Funnel Question 2. Lead Scoring Question 3. Website Homepage Question
  16. 16. 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
  17. 17. 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?”
  18. 18. 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 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]
  19. 19. 4 ORGANIZATIONAL STRUCTURE
  20. 20. MARKETING ORG BY TEAM SIZE Team = 1 Team = 3 Team = 9 Team = 18 Attract, Attract Convert + Close Convert Close OR Attract = 2 Convert + Close 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.
  21. 21. 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)
  22. 22. 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 Attract Convert Close
  23. 23. MONTHLY CADENCE FOCUSED ON OUTCOMES Goals for month set by CMO Team decides on activities Team executes on activities CMO Feedback to Teams Team reports on metrics / activity
  24. 24. THANK YOU 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
  25. 25. GET A FREE INBOUND MARKETING ASSESMENT hubspot.com/enterprise-assessment
  26. 26. Related Content for Further Reading 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

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