Want to learn how a global company drives $1.7billion in annual revenue? In this episode we talk to HubSpot's Chief Sales Officer, Christian Kinnear, who shares how HubSpot approached its global sales operating model, how we've scaled our sales organisation and motion over the years, and his predictions on how AI will impact sales professionals and buyers. Christian also shares how HubSpot thought about which markets to expand to and the frameworks we used to assess new markets. If you're a global leader looking to grow your sales organisation, this episode is for you!

Bookmarks:

(16:18) Establishing a global sales operating model

(28:28) Selling into local markets

(31:13) The future of AI and sales

(38:44) Fostering sales and marketing alignment

Helpful Resources:

2023 Sales Trends Report + Asia Pacific Spotlight

HubSpot Blog: 10 Sales Skills Every Rep Needs to Master in 2023

HubSpot Academy: Frictionless Sales Course

Sales in Asia: A Definitive Framework to Winning Business Across Asian Markets

HubSpot Template: Asia Sales Strategy Template

B2B events often get a bad rap for being boring, board-room style conferences. So what is it that makes for an exceptional B2B event, and how do brands balance the attendee experience while also driving event growth? In this episode, we take you behind the scenes on HubSpot's INBOUND. What began as a 3,000 person event more than 10 years ago has scaled to an event with over 100,000 hybrid attendees in 2023. We're joined by Kat Tooley, HubSpot’s VP of Global Events and Experiential Marketing (previously at VICE Media and Superfly) on the secret behind INBOUND’s success, how to approach your content strategy, the importance of community at events, and the key ingredients you need to plan your next B2B event.

Bookmarks:

(4:14) INBOUND

(6:27) Kat's event career highlights

(12:35) Experiential marketing

(24:54) Hybrid events

(31:40) Key ingredients for a successful event

Helpful Resources:

INBOUND 2023: Spotlight Recordings

Scaling your Virtual and Hybrid Events Strategy

The Ultimate Guide to Event Marketing

Global expansion is often the next step in a brand’s story to unlocking future growth. But how should business leaders think about which market to expand into next, and when? Jeetu Mahtani was HubSpot's SVP of Sales and Managing Director of International, leading HubSpot's global expansion into new markets throughout APAC and EMEA. In 2013, Jeetu played a pivotal role in launching HubSpot’s first international office. Fast forward to 2023, and HubSpot has established 12 offices and services customers from over 120 countries across the globe. Jeetu details how HubSpot made decisions to go international including his framework for knowing when your organisation is ready to enter a new market, the different GTM options to consider, and the metrics you should care about when you land. Jeetu also shares his passion for establishing a local culture and why (and how) setting teams up for success is critical to the long term success of the regional business.

Bookmarks:

(8:48) Jeetu's framework for assessing new markets

(17:54) GTM strategy

(20:11) Foundational elements to get right

(32:30) Important metrics

(33:35) Jeetu's top 3 lessons

Helpful Resources:

Jeetu's International Framework

HubSpot Blog: The HubSpot Culture Code, Creating a Culture We Love

HubSpot APAC Report: Building Winning Regional Marketing Teams

HubSpot Blog: Customer Acquisition Cost: How to Calculate CAC [+Benchmarks and Formulas to Know

HubSpot Blog: What is a Good LTV to CAC Ratio?

It's no secret sales and marketing teams have traditionally felt tension. Sales' point of view is that marketing isn't generating enough leads, and marketers feels like sales aren't working those leads. Jon Dick, Senior Vice President of Marketing at HubSpot, shares how you can set up a Service Level Agreement (SLA) to foster collaboration across teams, manage expectations and set your sales and marketing teams up for success. Jon also shares his personal tips for setting up an SLA, what metrics are important, and his golden principles for outbound marketing.

Bookmarks:

(4:20) Jon's 4 tips for building an SLA

(8:11) Outbound marketing principles

Helpful Resources:

The Ultimate Guide to Service Level Agreements (With Help Desk SLA Examples)

Free SLA Template for Sales and Marketing

HubSpot's inbound methodology has changed the game in marketing, it's all about creating free content your prospects love to attract leads and drive brand engagement. HubSpot's Senior Vice President of Marketing Jon Dick, shares the history behind inbound marketing, the crucial channels you should be leveraging as a marketer, his favourite campaigns at HubSpot and finally his thoughts on how GAI will change the content creation game.

Bookmarks:

(12:00) Inbound methodology

(15:41) Leveraging inbound channels

(27:31) Best HubSpot inbound marketing campaigns

(31:11) GAI's impact on content creation

Helpful Resources:

What is Inbound Marketing

Inbound Marketing Fundamentals HubSpot Academy Course

The Ultimate Guide to Content Creation

State of Marketing Report: 2023 Trends

99% of marketing decision makers in Australia and Singapore have shifted strategies to meet higher customer expectations. The role of Chief Customer Officer (CCO) is one that Aussie brands like Xero, Coles and Qantas have adopted as businesses strive to deliver a strong CX.

We talk to HubSpot's CCO Rob Giglio about the core functions of the role and his advice on the key skills, traits and experience you need in this leadership role. Rob also shares the framework and KPIs on how to get your organisation aligned around the customer and their journey.

Bookmarks:

(9:14) Evolution of the CCO role

(12:55) Customer frameworks and metrics

(26:30) Creating cross team alignment

Helpful Resources:

Free Customer Centric Operating Model Template

APAC Report | Technology and the CX

APAC Report | The Rise of the CCO in Australia

Free Customer Journey Map Template

Email is a channel marketers rely on everyday to communicate with their audience. But it's increasingly over-used and that can mean effectiveness suffers. In this bonus episode, we dive into how to frame and conduct experiments to improve email health. You'll leave this episode with: a framework that you can apply in your own role, an inside view on what experiments have been successful and how we ran these, and insight into what AI will mean for email content in the future.

Bookmarks:

(4:57) Customer email marketing framework

(6:30) Leveraging email personalisation to drive product usage

(10:34) The future of AI and email marketing

Helpful Resources:

Email Marketing: The Ultimate Guide

Email Marketing Best Practices That Actually Drive Results

Generative AI in APAC

Company culture is an organisation's most powerful advantage. But what makes up culture? How can organisations develop their culture to be their most important asset? Katie Burke, HubSpot's Chief People Officer, takes us on the journey to being named the #1 best workplace on Glassdoor and the #1 best workplace for women by Fortune. We go behind the scenes with Katie on the definition of company culture, and how to scale it, the process behind HubSpot's hybrid work model, why flexible work is critical for diversity and inclusion, and the tough but necessary, decisions every organisation will need to make as they grow. Plus, Katie shares her personal career advice, check it out!

Bookmarks

(03:17) Codifying your culture

(20:40) HubSpot's hybrid work model

(33:44) HubSpot's employee benefits

(44:47) Katie's career advice

Helpful Resources

The HubSpot Culture Code: Creating a Company We Love

The Company Culture Code Template

HubSpot's Employee Benefits

In this episode we chat to Susanne Ronnqvist Ahmadi, VP of International Marketing at HubSpot, about growth, marketing and scaling globally. Susanne covers some of the most pressing questions as brands look at regional or international growth, like how and where to invest your marketing spend, who your first hire should be, how to think about marketing channels and more. Susanne also reveals the framework behind HubSpot’s international marketing success and the experiments that unlocked new areas of growth. If you're a marketer looking to grow your brand globally, this episode shares the frameworks and advice you need.

Helpful Resources:

APAC Report | Building Winning Regional Marketing Teams

What is Global Marketing? 13 Businesses with Brilliant Strategies

Email is a core channel in every marketers tool kit, but are we guilty of over using it and has it lost it's shine amongst all the new channels we have available? Eabhan Rowe and Kacey Mast from HubSpot's core automation team join the show to talk email and B2B lifecycle marketing. We share ways to think about assessing and revamping email programs, like how we automated 250 hours of human time and increased product usage by 7%.

Helpful Resources:

The Ultimate Guide to B2B Marketing in 2023

HubSpot Academy | Email Marketing Certification