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Juliette Kopecky — Life of a CMO, Marketing in "Boring" Industries, & Interning with Guy Kawasaki

Everything Is Marketing

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Marketing to Marketers

When i was at hubspot, one of the biggest challenges we had is people were like, i love the marketing that you do. But one, either i have no budget, right? Or two, they say, you know, i want to buy hubs by. And it was very much so a rip and replace model. Whereas with legal, because they aren't really using a lot of technology toolslike most typically when we talk to a legal legal buyer, this is the first technology purchase that they're making for themselves. It's also a much different sort of mind set, i think, when you have something existing in place and you're thinking about replacing it, versus when you have

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