The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

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

Sep 28, 2022

Kipp Bodnar, CMO of HubSpot, shares insights from his extensive marketing career. He emphasizes the significance of channel selection and resource allocation for startup founders, offering frameworks to guide their marketing strategies. Kipp discusses the interplay between product marketing and personal branding, advocating for storytelling that resonates with customers. He also reflects on common pitfalls in new channels and the evolving nature of marketing tactics, urging marketers to adapt and focus intensively on areas of expertise for growth.

51:34

Creator website

Episode guests

Kipp Bodnar

AI Summary

Highlights

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Focus on selecting the right marketing channel and allocating resources effectively.

Embrace personal branding and emotional marketing alongside traditional tactics for brand growth.

Be willing to experiment with new channels, persist with what works, and stop what doesn't.

Develop a clear and aligned culture within teams for effective collaboration and goal achievement.

Aspiring CMOs should make counterintuitive trade-offs, gain diverse experiences, and focus on continuous learning.

Deep dives

The Importance of a Clear and Simple Story in Marketing

A key factor contributing to the success of inbound marketing has been its simple, valuable, and clear story. The education-first approach, encapsulated in a 10-slide story that highlights the shift in marketing strategies due to evolving technology, has resonated well and effectively conveyed the message.

When to Let Someone Go

00:46

Channel Selection and Prioritization

01:31

The Most Effective Product Marketing

02:37

Marketing Sales CFO Ceo What Do We Agree On?

01:12

Intro

4min

Navigating Startup Marketing Challenges

12min

Navigating Product Marketing Challenges

12min

Navigating Marketing Accountability

4min

Lessons in Leadership: The CMO Journey

11min

Mastering One Thing: The Art of Obsessive Learning

2min

The Evolving Landscape of Marketing Tactics and Storytelling

2min

Navigating Challenges in Modern Marketing and Business Solutions

4min

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?

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The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

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

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of a Clear and Simple Story in Marketing

The Evolution but Resilience of Email Marketing

Reconsideration of Dormant Marketing Tactics

The Power of Emotional Marketing and Brand Building

Balancing Knowledge Breadth and Team Leadership as a CMO

Key Considerations for Aspiring Marketers to Become CMOs

Learning from Mistakes in Staff Management

Aligning Goals for Effective Cross-Functional Collaboration

Strategies to Accelerate Learning and Expertise Acquisition

Innovative Marketing Approaches and Lessons from Kasha

When to Let Someone Go

Channel Selection and Prioritization

The Most Effective Product Marketing

Marketing Sales CFO Ceo What Do We Agree On?

Get the Snipd
podcast app

AI-powered
podcast player

Discover
highlights

Save any
moment

Share
& Export

AI-powered
podcast player

Discover
highlights

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

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

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of a Clear and Simple Story in Marketing

The Evolution but Resilience of Email Marketing

Reconsideration of Dormant Marketing Tactics

The Power of Emotional Marketing and Brand Building

Balancing Knowledge Breadth and Team Leadership as a CMO

Key Considerations for Aspiring Marketers to Become CMOs

Learning from Mistakes in Staff Management

Aligning Goals for Effective Cross-Functional Collaboration

Strategies to Accelerate Learning and Expertise Acquisition

Innovative Marketing Approaches and Lessons from Kasha

When to Let Someone Go

Channel Selection and Prioritization

The Most Effective Product Marketing

Marketing Sales CFO Ceo What Do We Agree On?

Get the Snipdpodcast app

AI-poweredpodcast player

Discoverhighlights

Save anymoment

Share& Export

AI-poweredpodcast player

Discoverhighlights

Get the Snipd
podcast app

AI-powered
podcast player

Discover
highlights

Save any
moment

Share
& Export

AI-powered
podcast player

Discover
highlights