Kipp Bodnar | HubSpot
What marketing strategies is HubSpot's CMO using to drive the company's explosive growth?
This week on The Inbound Success Podcast, HubSpot Chief Marketing Officer Kipp Bodnar is pulling back the curtain on the company's marketing and sharing the details of four successful marketing experiments that have been game changers for the company in 2018.
Kipp covered this in his presentation at IMPACT Live 2018 and it was so fascinating, I asked him to come on the podcast so we could dig a bit deeper.
Some highlights from our discussion include:
HubSpot's marketing strategy for 2018 was focused on reducing friction and making it easier for customers to learn about, interact with, and engage with the company.
By revamping their lead nurturing workflows for new contacts, HubSpot was able to go to a 67% open rate from a 37% open rate, and from a 17% click-through rate on the previous version of its lead nurturing workflow to a 61% click-through rate.
By syndicating content that relates to high traffic, competitive keywords and republishing it on third party sites, HubSpot dramatically increased page authority for that content and as a result, traffic grew considerably (up to 16,000% for one article!).
Building on the success of its content syndication program, HubSpot is now working on getting accepted as a publisher in Google News in order to experiment with the impact that exposure in news aggregation sites will have on traffic.
A new strategy to connect with its audience via Facebook Messenger is also paying off, with prospects converting on a Messenger-based quiz.
The company is in the early stages of a new play to cover more breaking news and has added a full time writer to work exclusively on this.
In 2019, Kipp foresees HubSpot devoting more resources to video and to marketing via Instagram.
Listen to the podcast to learn more about the marketing experiments HubSpot conducted and the results that they generated.
