topic Re: [NOW LIVE] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot in 📅 Events

[Closed] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

maggiebutler — Wed, 05 Aug 2020 18:54:37 GMT

Thanks for participating! The thread is now closed; Jon will be back soon for another AMA. If you would like to connect with subject matter experts in #opslife, please post a new question here.

We’re excited to host an exclusive ask-me-anything session right here in #OpsLife with @JonDick , VP Marketing. Jon leads the go-to-market & operations marketing strategy at HubSpot and has 10+ years of experience leading Marketing teams at companies like Klout and Trunk Club.

On Tuesday 7/28 at 12pm ET, Jon will be answering your questions here on all things marketing strategy and operations, so be sure to leave your questions on this thread before then or UPVOTE questions you want more detail on.

Here are some examples of things to ask Jon about:

Data strategy
Cross-team alignment
System roadmaps
Annual Planning
Go-to-market for consumer & enterprise products
Positioning & thought leadership
Digital demand generation
Social & content strategies
Online & Offline Direct Response Advertising
Marketing attribution

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

JonDick — Tue, 21 Jul 2020 19:18:11 GMT

I'm personally really excited to talk with this community next week.

What do you want to discuss?

Alignment & Process?!?

Data & Systems?!?

Scaling marketing teams?!?

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

VanessaR — Wed, 22 Jul 2020 14:31:00 GMT

Jon... hi! Since you're a VP how do you think about alignment across all of your teams? I don't know how many teams you manage but I assume they all do different things

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

grayton — Wed, 22 Jul 2020 17:41:43 GMT

How often are you actually meeting with Sales and what is your process?

-G

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

jennysowyrda — Wed, 22 Jul 2020 18:56:40 GMT

Very excited to see this chat!

@KeyWestScott, @GuyTaylor, @dianalcont, @AdamLPW, @Kim_HM, @toricook, @Bryantworks, @Jaimee I thought you may be interested in participating in this conversation!

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

KeyWestScott — Wed, 22 Jul 2020 19:13:55 GMT

Q1 - will this be hosted on this thread or Zoom or?????

Q2 - Real question.... We are a passenger ferry operation in the SW Florida area (yea, covid central!!) How to best communicate and convince those to travel, Florida residents only since we don't have any tourists . Purely B2C, no groups.

Scott

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

toricook — Wed, 22 Jul 2020 19:19:00 GMT

Hi Jon,

Thanks for planning to share your experiences with us!

I'm the Director of Sales & Marketing for a B2B SaaS startup. We're currently in the process of implementing a product-led growth strategy at our company. I'm not sure if PLG is in your wheelhouse, but if so, I'd certainly love to hear your thoughts about best practices for implementing a strategy.

Here are some specific questions on my mind:

What types of in-app trigger events should we identify in order to send marketing campaigns to further the growth of our product (specifically as it relates to free trial users)? Examples: Visited checkout page but didn't upgrade, Signed up for a free trial but never revisited the app, x amount of days since last app visit, added x amount of users to free trial. I'd love to identify the most important trigger events that might warrant something like an email nurture or a remarketing campaign.

Similarly, what types of in-app events should we be looking for when analyzing our customers' usage of the app to help us identify 1) which customers are at risk of churning and 2) which are likely evangelists?

We're planning to use the standard pirate metrics framework for PLG (Acquisition, Activation, Revenue, Retention, Referral) as well as tracking LTV, CAC, Time to Value TTV, PQLs, Net Churn, and Expansion Revenue. Are there other metrics that you would deem crucial for growth?

Any tips for aligning smarketing, operations, customer success, and product development teams around a growth strategy where everyone contributes, in part, to the growth of the company (not just sales/marketing)?

In general, I'm really looking for ways to better integrate our product usage with our marketing campaigns. I'm also looking to get buy-in from all departments on a growth strategy and to inspire them to contribute to that strategy.

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

maggiebutler — Wed, 22 Jul 2020 20:46:51 GMT

@KeyWestScott on this thread! Jon will be back on Tuesday. 'See' you then!

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

AdamLPW — Thu, 23 Jul 2020 08:19:06 GMT

I'm a one-man sales and marketing team (and de-facto social media manager) for a small SAAS company with a niche market. I'm constantly reading about how I should be working on cross-team alignment, social strategies, establishing myself as a thought leader...

In an ideal world, I'd have time to do important things like properly consider buyer personas and develop well-conceived strategies to help me move forward. At the moment, it's basically all in my head! Using HubSpot has resulted in significant efficiency savings; however, I still find I don't have the luxury of time to do everything that (in an ideal world) I would/should be doing.

So I guess my question for @JonDick is this: if you were starting again from scratch, how would you prioritise? If you had to balance all the work yourself, where would you invest your time and energies first? At the moment I probably do a little of everything, but not enough of anything. Just interested to hear your thoughts.

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

LPetherick — Thu, 23 Jul 2020 08:30:07 GMT

I would love to join this event but I cant make that time - will the session be availible recorded?

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

jannika_otte — Thu, 23 Jul 2020 09:27:18 GMT

Hi Jon.. I was looking for some creative input here and you are highly recommended by your very own HubSpot @maggiebutler !

From your experience, what where good attributes or milestones that identify a SQL?Thinking about how to optimise a Lead Score and got all the regulars covered already (such as asked for a demo/ wanted to know about prices/ contacted sales..)

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

Daniel_Bleich — Thu, 23 Jul 2020 13:27:09 GMT

Hi, sounds great, I would love to hear your take on:

Nurture processes
To gate or not to gate content
Dealing with leads that go to sales and are not qualified at the moment for opportunities

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

maggiebutler — Thu, 23 Jul 2020 13:38:36 GMT

@LPetherick You won't miss a thing! Jon is doing a text AMA, and will be here Tuesday answering questions live on the thread. You can leave him a question (or several questions) now and he'll answer it on Tuesday.

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

toricook — Thu, 23 Jul 2020 13:50:50 GMT

@AdamLPW #SOML!

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

Anonymous — Thu, 23 Jul 2020 14:34:50 GMT

Hi Jon -

I'm the Marketing & Design Director for a regional homebuilder (B2C) building about 400 homes/year - and fully manage our sales technology & implementation.

I have a very small team with 1 admin, 1 sales & marketing coordinator and 1 design coordinator to keep the day to day going so I can focus on projects, product launch and alignment. On the sales side, we have a much larger team with about 15 people at all levels.

Our team uses HubSpot CRM, Sales, Marketing (about 4 years now), but everyone on our team uses it to different degrees and at different skill levels.

Here are my questions - thanks in advance!

1. What are the 3 top metrics or KPIs you think are the most critical for sales & marketing alignment that executives without a marketing background can gain value from?

2. How do you get buy-in from every member of the team to learn the various tools & resources HubSpot offers?

3. Any advice for Sales Enablement and Smarketing for high tech marketers & traditional sales teams?

Thanks again,

Jennifer

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

ferojas87 — Thu, 23 Jul 2020 14:46:09 GMT

Hi Jon,

I would like to know how to develop a good referral channel in my strategy, do you have a methodology?, Hubspot has one?. When do you consider that a SaaS company needs to implement a Growth Hack approach?

Cheers

Product marketing

sakearns — Thu, 23 Jul 2020 14:48:08 GMT

Hi Jon!

What a fantastic forum for an AMA. I work for a small enterprise SaaS company as essentially a 1-woman marketing shop. I'm constantly struggling with keeping my teams and channel partners consistent on messaging and positioning. My questions:

Do you have some simple, go-to templates you use for messaging or positioning, to ensure structure?
What documents do you prioritize with respect to product marketing? I don't have the bandwidth to produce everything that people "think" they need, and we don't really track document analytics (I've tried and failed, my sales team just doesn't want to change habits). Where should I focus? Are brochures and product comparisons developed internally dead?

I have probably another dozen questions, but I'll stick to these two. By the way, I LOVED your Flywheel presentation at HubSpot's 2019 INBOUND conference. I look forward to more fantastic content (virtual) this year!

Thank you

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

sharonlicari — Fri, 24 Jul 2020 14:53:28 GMT

I want to bring to your attention this exclusive AMA 🙂

@StefaniUAT @Lucila-Andimol @rikkilear @Josh @AnnieRECIPE @Joe-Kelp I think you might be interested to participate in this event.

Happy Friday

Sharon

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

Lucila-Andimol — Fri, 24 Jul 2020 15:13:01 GMT

Hi @JonDick

Love this 3 topics..in that orden! =D

Alignment & Process
Data & Systems
Scaling marketing teams> inhouse vs. outsourced.

Of course if you have content about this, books, sites, though leaders to follow about this topics, please share your knowledge..

Re: [Open Now] Exclusive Conversation with Jon Dick, VP Marketing @ HubSpot

AnnieRECIPE — Fri, 24 Jul 2020 21:10:09 GMT

Ohhhhhhh thanks @sharonlicari!

@sharonlicari wrote:
I want to bring to your attention this exclusive AMA 🙂

@StefaniUAT @Lucila-Andimol @rikkilear @Josh @AnnieRECIPE @Joe-Kelp I think you might be interested to participate in this event.

Happy Friday
Sharon