how to: find, hire, and manage inbound marketers

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Find, Hire, and Manage The Best Marketing Talent

Kipp Bodnar

VP of Marketing, HubSpot

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Sugar Addict, Caffeine Free, Marketing Obsessed, Bourbon Lover, Red Sox Fan, Beagle Dad

@kippbodnar

KIPPBODNAR

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65%of Employees would take a new boss over a pay raiseSource: Inc.com

Marketers Have Changed

Time Vs Money

Purpose Money

Marketers Then

Marketers Now

Learning Vs Money

Learning Promotion

Marketers Then

Marketers Now

The Marketer’s Hierarchy Of Needs

Financial

Appreciation

Progression

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

Demand For Great Marketers Supply Of

Great Marketers

Recruiting Great Marketers Must Be Your #1 Priority

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1 Finding The Best Marketers

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What is the first action item for any marketing problem?

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Build A Funnel

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500 Resume and Profile Screens

40 Manager Phone Screens15 F2F

Interviews

1 Offer

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To Find Great Marketers, You Have To Know What You’re Looking For

Digital Native

Analytical

Reach Content Creator

Don’t Settle For Less Than Awesome

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Employee Referrals: #1 Source Of New Hires

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Outbound Is In For Recruiting

Where do GREAT marketers hang out?

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Inbound Marketers - For Marketing

Professionals

Digital Marketing

Social Media Marketing

Popular Inbound Marketing LinkedIn Groups

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Search Linkedin Like a Ninja

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Did You Know?

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“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

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“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

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• It is about them not you

• Flattery will get you everywhere

• Keep it short

• Tell don’t ask

InMail Best Practices

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Finding Someone Great Is Only The Beginning

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2 The Inbound Marketing Hiring Process

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Of new hires, 46% fail within 18 months.  

Source: Recruiting Blog

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Of new hires another 45% are only fair to marginal performers.  

Source: Recruiting Blog

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That means that 81% of new hires are a disappointment.

Source: Recruiting Blog

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Marketing Interviews Are Broken

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Have a Clear Interview Structure and Feedback

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• Evaluate applicable experience

• Identify relevant skills

• Assess for culture fit

• Test for desired capabilities

Interviewing Goals

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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 graduateCapabilities• 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 flusteredCulture fit• Adaptable, roll with the punches • High degree of GSD• Decisive• Takes ownership• Doesn’t take things personally• Works well with others

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10% opening

60% gathering information

20% providing information.

10% closing

Sample Time Structure for an Interview

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Who should be interviewing?

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Simple But Awesome Interview Questions

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What have you been great at?

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What is the largest audience that has seen your work?

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What is the most difficult problem you have solved?

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Read Body Language

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Beware of The Faker

Beware of

the Faker

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Interviewing Is A Career Development Activity

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The Magic Question

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Would You Be Sad If This Person Didn’t Work Here?

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Now what?

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For every $1 a company spends on training, it receives $30 worth of productivity

Source: IBM

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Build A 100 Days Plan

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Fire Fast

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3 Managing In An Inbound World

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An Employee Can Always Make More Money

The Marketer’s Hierarchy Of Needs

Financial

Appreciation

Progression

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

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Purpose Driven Motivation

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Selling More Widgets Isn’t a Purpose

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How Do You Put A Dent In The Universe?

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Promotion Isn’t The Only Form Of Growth

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Skill Development Assessment

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Curiosity

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The Job Interview Never Stops

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TinyPulse

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15-5

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1-on-1’s Are For The Employee Not The Manager

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• Clear Agenda

• Dedicated Time For Career

Development

• Personal and Professional Goal

Discussion

• Regular Skill and Career Feedback

1-on-1s That Don’t Suck

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Manage and Promote by Data Not Politics

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Give People A Change Before They Know They Need It

Demand For Great Marketers Supply of

Great Marketers

Recruiting Great Marketers Must Be Your #1 Priority

Give Your Team A Clear Purpose

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Be A Manager People Love

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THANK YOU!