20Growth: Hubspot CMO Kipp Bodnar on Why the Best Marketers Think Like VCs | Why the Best Companies Do Not Start with Product Marketing | New Channels; When To Do, How Much To Spend, How To Test, When To Stop
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch
The Twenty Minute VC
4.4 • 637 Ratings
🗓️ 28 September 2022
⏱️ 52 minutes
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Summary
Kipp Bodnar is the Chief Marketing Officer of HubSpot, where he sets HubSpot’s global inbound marketing strategy. Prior to his role as CMO, Kipp served as VP of Marketing at HubSpot, overseeing all demand generation activity worldwide and building out the EMEA and APAC marketing teams. Kipp serves as a marketing advisor for SimplyMeasured, InsightSquared and Guidebook. Kipp is the co-author of “The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More.”
In Today's Episode with Kipp Bodnar We Discuss:
1.) The Journey to CMO @ Hubspot:
- How Kipp made his way into the world of marketing and came to be CMO @ Hubspot?
- What does Kipp know now that he wishes all CMOs knew when they started?
2.) Choosing The Channel:
- How does Kipp advise founders on which channel they should focus on? What is the framework which will tell them which channel is right for them?
- How many different channels should they try? How focussed should they be? Should they have independent teams for each channel?
- How do the best founders allocate resources to new channels? How do you know when one is not working and you need to stop? When do you just need to keep going and persisting?
- What have been some of Kipp's biggest mistakes when entering new channels?
3.) Product Marketing, Brand Marketing and Founders Marketing:
- How does Kipp advise founders who say that, "social and personal brand is just not for them"?
- In what two ways does Kipp believe that all businesses are constrained?
- Does Kipp agree that the state of product marketing has never been worse? What is truly great product marketing to Kipp?
- How does Kipp distinguish between good and great brand marketing? How has what it takes to be great at brand marketing changed over time?
4.) The Best Marketing People:
- What are signs of clear 10x performers in marketing?
- What advice would Kipp give to someone aspiring to be a CMO? What mistakes do 95% make that they should change?
- How do the best CMOs manage up and manage their team? Why does Kipp compare the role of the CMO to the general manager in NFL teams?
- Why does Kipp believe the role of the CMO is a lonely one? What are the hardest elements?
- What framework for learning does Kipp use to learn all new topics? What works? What does not?
Transcript
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| 0:00.0 | This is 20 Growth with me, Harry Stebbings. Now 20 Growth is the monthly episode where we sit down |
| 0:04.7 | with one of the leading growth experts in the world to discuss their lessons, tips and tactics |
| 0:09.6 | on what has worked and what has not worked in scaling billion-dollar companies. Today, we have |
| 0:14.4 | such a fantastic and natural discussion. I have to admit, I got quite animated in this one, with |
| 0:19.1 | the amazing Kit Bodnar, chief marketing officer at HubSpot, where he sets HubSpot's global inbound marketing strategy, which has been so cool to their success. |
| 0:27.7 | Prior to his role as CMO, Kip served as VP of Marketing at HubSpot, overseeing all demand gen activity worldwide and building out the Amir and APEC marketing teams. |
| 0:36.7 | Kip also serves as a marketing advisor |
| 0:38.5 | for Simply Measured, Insight Squared and Guidebook. And if that wasn't enough, Kip's also a magnificent |
| 0:43.7 | author. The B-to-B social media book is his creation. It's a must read. And I'd also want to say |
| 0:48.7 | a huge thank you to Darmesh at HubSpot, Kieran Flanagan and Katie Burke at HubSpot as well. Some amazing question |
| 0:54.6 | suggestions today really did make such a difference. But before we dive into the show today, |
| 0:59.3 | have you ever met an employee that likes company travel booking tools or even worse expense |
| 1:04.1 | reports? I mean, it's a nightmare. Trip Atchans was born out of the realization that business |
| 1:08.5 | travel should be easy. Trip Actions puts travellers |
| 1:11.5 | needs first through the best technology connecting travel, corporate cards and expense management |
| 1:16.5 | and combining them into a single streamlined platform to serve travellers and companies of all sizes. |
| 1:22.0 | Travelling employees can easily book or change travel directly on the app. Employees are empowered |
| 1:27.4 | to make their own bookings |
| 1:28.7 | and manage spend within policy. They swipe a corporate card and the technology automates |
| 1:33.1 | expense entry, approvals and compliance in real time. For program managers and finance teams, |
| 1:38.6 | this means access to real-time data to help keep employees safe, reduce spend and drive productivity, and |
| 1:44.8 | Tripactions is beloved by employees and CEOs and CFOs alike at Fortune 500 companies like |
... |
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