Inside HubSpot

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