Evolu&on  of  the  Prototype  Marketer

#CLEHUG

Cleveland  HubSpot  User  Group

DiaDalsky

@DiaDalsky

TracyLewis

@Tracy_J_Lewis

senior  consultant,  PR  20/20community  manager,  Marke&ng  Agency  Insider

bit.ly/PrototypeMarketer

senior  consultant,  PR  20/20leader,  Cleveland  HubSpot  User  Group

SarahBedrick

@sbedrick

inbound  marke&ng  professor,  HubSpot

• HubSpot  Updates• 3  Catalysts  for  Change• Rise  of  Hybrid  Professionals• The  Talent  Gap• AKract  Top  Talent• Advance  Your  Team• Q  &  A

Agenda

#CLEHUG

HubSpot  Updates

#CLEHUG

Inbound  Marke-ng  Cer-fica-on

• hKp://academy.hubspot.com/cer&fica&on

HubSpot  Updates

#CLEHUG

38%

HubSpot  Updates

#CLEHUG

38%Number of inbound marketerswho have passed theInbound Marketing Certification

HubSpot  Updates

#CLEHUG

Social  Inbox

HubSpot  Updates

#CLEHUG

HubSpot  Updates

#CLEHUG

HubSpot  Updates

#CLEHUG

HubSpot  Updates

#CLEHUG

Inbound  2013

3  Catalysts  for  TransformaDon

• Technology  innova&on

• Consumer  behavior

• Business  soTware

• Online  applica&ons

• Communica&on  paKerns

• Marke&ng  philosophies

• Management  systems

1)  Change  Velocity

#CLEHUG

15

*By  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.

source:  Gartner

CMO  >  IT

#CLEHUG

16

*Of  all  new  marke&ng  hires  will  have  a  technical  background  star&ng  in  2013.

source:  IDC

50%

#CLEHUG

• Basic  principle  behind  inbound  markeDng

• Consumers  tuning  out  tradi&onal  marke&ng

• Brands  lose  control,  but  gain  loyalty

• ShiTing  budgets  to  digital

• The  era  of  integrated  services

2)  Selec&ve  Consump&on

#CLEHUG

“It  doesn’t  maKer  anymore  to  the  consumer  if  it  is  tradi&onal  adver&sing,  social  media,  PR  or  digital  —  they  don’t  compartmentalize  these  channels  anymore.  That’s  why  at  TD  Bank  marke&ng  and  corporate  communica&ons  

are  aligned  as  one  team  under  the  CMO.”  

 —Vinoo  Vijay,  CMO  at  TD  Bank,  as  quoted  in  PRWeek

20

*Percentage  of  the  purchase  decision-­‐making  process  B2B  customers  go  through  before  contac&ng  a  sales  rep.

source:  Marke&ng  Leadership  Council

60%

#CLEHUG

3)  Success  Factors

Source:  KISSmetrics

#CLEHUG

Source:  HubSpot #CLEHUG

Source:  HubSpot #CLEHUG

Source:  HubSpot #CLEHUG

MarkeDng  ROI  tops  the  measurement  list.

Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 #CLEHUG

Rise  of  Hybrid  Professionals

This  is  your  future  consumer

• Data  analysis• Content  marke&ng

• Social  media

• Email  marke&ng

• Mobile

• Development  &  programming

Hybrid  Professional  Competencies

#CLEHUG

The  Talent  Gap

30

*Of  marketers  say  their  lack  of  skills  is  impac&ng  revenue  in  some  way.

source:  Demand  Genera&on  Skills  Gap  Survey

75%

#CLEHUG

“Most  CMOs  are  underprepared  to  manage  the  impact  of  key  changes  in  the  marke&ng  arena.”

Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 #CLEHUG

AJract  Top  Talent

The  Blueprint  Series  Presented  by  HubSpotEvaluate  Strengths  and  Weaknesses

www.TheMarketingScore.com

Find  the  Gaps  within  Your  Team

www.TheMarketingScore.com

Hire  A-­‐Players  with  PotenDal

• Analyst

• Crea&ve

• Intrinsically  Mo&vated

• Listener

• Social-­‐Web  Savvy

• Strategic

• Tech-­‐Savvy

• Team  Player

• Writer

#CLEHUG

Consider  Diverse  Backgrounds

“We’re  hiring  people  with  publishing  and  media  backgrounds.  What  we  need  isn’t  taught  in  tradiDonal  business  schools.  We  

need  people  inside,  working  day  to  day  on  this  stuff.”  

—  Michelle  Klein,  VP  of  global  marke&ng  at  Smirnoff,  as  quoted  in  Forbes

#CLEHUG

Start  with  Brand  and  Culture

#CLEHUG

Capture  Inbound  Candidates

Ask  Smart  Interview  QuesDons

Source:  7  Real  Marke&ng  Interview  Ques&ons  from  HubSpot’s  CMO #CLEHUG

Invest  in  the  Doers

#CLEHUG

Advance  Your  Team

Remove  Internal  Silos

Image  Source:  dsearis #CLEHUG

Create  an  Internal  EducaDon  Program

#CLEHUG

Maintain  a  Recommended  Reading  List

#CLEHUG

Encourage  Real-­‐Time  Sharing

#CLEHUG

AJend  Priority  Conferences

#CLEHUG

Engage  on  Social  Media

#CLEHUG

Seek  Systems  for  Success

#CLEHUG

• Change  velocity,  selecDve  consumpDon  and  success  factors are  the  catalysts.

• Marke&ng  execu&ves  are  drowning  in data.

• Prototype  marketers  turn  informa&on  into intelligence,  and  intelligence  into  ac&on.

• Hybrids are  the  future,  but  there  is  a  current  talent  gap.

• You  have  the  opportunity  to redefine  your  career,  and  your  company.

Closing  Thoughts

#CLEHUG

QuesDons?