YouSaid · the spoken record

Kipp Bodnar

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57
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2022-09-28
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2022-09-28
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1
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podcast

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  1. “What you're doing, you're not going to be successful. What you have to understand is you have to think like a creator. You have to have a creator either be one yourself or have one on your team who understands that it's a mix of the best ideas and the best content but package perfectly for that platform.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “That's a great question. When I think about enduring on a new channel, I think about my moral imperatives. Like, do I have another choice? Sometimes you don't have another choice. Sometimes you're like, cool, if I can't make Google search work, then this business is just not going to work. I'm not going to be able to acquire customers at a low enough cost to make this business work. So if that's the case, then you got to grind it out. If that's not the case, I look at it as like, are you able to make real predictable growth progress? Are you able to increase your subscribers and your distribution on that channel? Even if it's small, but are the growth rates meaningful? Can you grow that thing for five, six percent, seven, eight, nine, ten percent month over month? Even if the numbers are small, it's like, oh, I'm figuring this out. And can you point to clear things that you have learned that are driving that growth? If you have, then grind it out. If you don't know what the hell you're doing and your flat performance and you're just kind of like throwing stuff at the wall, then it doesn't matter.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “Conversion rates are a little higher. If you're just entering a very entrenched space where there's people who've been doing really good content inbound marketing for a while, then you need to be different and you've got to go someplace like YouTube, for example, to get real scale. And if you don't need that many people, that's where you go into different types of influence campaigns.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “You're speaking my language is a hard problem because founders want to do everything. They also want to track everything. So, first challenge here is tracking is getting harder every day. Data privacy is making tracking, attribution, ROI much harder every day. And I think if you're a founder out there, you're going to do some type of advertising that works well for you. Might be Google, might be Facebook, might be YouTube, but you're going to have some primary advertising channel and you're going to need one to two primary organic channels. And dependence on your scale and your competition. If I was doing a two by two to answer your question, I would say, do I need a few people every month or do I need hundreds of thousands of people every month? And do I have no competition or do I have a lot of competition? Depending on which quadrant you fall in, I think depends what channel you would actually pick. So if you are going, I have a lot of competition. I need a lot of people, then you're probably doing YouTube. Classic Google search is the first place everybody goes. So if you have less competition, then go to Google search. Text is easier.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “I'd say about 2013 to 2014. Basically, what happened, Harry, is that Facebook ads, especially got real and Google Facebook, all of those ad products got way mature. And then we got good enough at organic search, for example, that, oh, you could build a real business. Kieran and I were doing it at HubSpot. People were looking up and being like, oh, how do these guys have millions of people interested in this boring quote-unquote B2B software company? And I think between that, the inbound marketing book, everything of that movement, it took a while, but that's when it really started, I think, happening for real.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “It's not like somebody's been doing it for 30 years and has some advantage. I was like, great. So all I have to do is learn faster than everybody else and I can be successful. So that's all I did is I read, I networked, I went to events, I had a blog called Social Media B2B, which was all about just how social and the web were going to impact B2B boring traditional companies. Nobody was talking about that then. They were all talking about the consumer stuff. And all of that work. Wake up at 5 a.m. and grind out some blog posts and then go to work and then kind of do that every day. Let me to meet Brian Dermesh at HubSpot and they were like, hey, why don't you come help us? And I've met them. And I was like, oh, they believe the same thing I believe in the world. For people listening, that's a very rare moment when you meet people who believe the very same thing you believe and the majority of humanity does not yet believe that thing, you got to remember this is late 2000s when online marketing was still really early. So I met Brian and Darmesh and then the rest was kind of history from there.”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “I wish I had some master plan. I didn't. And obsessive person. I love to learn. In the early 2000s, I saw the internet happening and I was doing Wow, this internet. I didn't”

    2022-09-28 · The Twenty Minute VC · 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 · IDENTIFIED FROM THE TRANSCRIPT · source