561: How to Keep the Human Touch at Scale w/ Eric Peters

ABOUT THIS EPISODE

In this episode we talk to Eric Peters, Sr. Growth Marketing Manager at HubSpot Academy.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start apoudcast and invite your ideal clients to be guess on your show, learn more atsweetfish media DOTCOM, you're listening to the Beta, be growth,show a potcast dedicated ton, helping beeto be executives, achief explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show, welcome back to the beaute by growthshow we are here today with Eric Peters. He is the senior growth marketingmanager of hub spot academy, Eraca doing aday hither great te beer. I'mexcited to chat with you Eric we 're going to be talking about keeping theelement of human touch at scale as it relates to our marketing technology andso with with hupsspot growing as fast...

...as you guys have grown. I think you arethe perfect person to talk about this, but I want you to give our listenersjust a little bit more context as to to who you are and and really you knowwhat is homp spot academy for those. I think everybody listening to. This isfamilier with hem spot, but dactor's a little. I Hu about academy and yourrole in that part of the organization sure. So I sit on the MarketingDepartment here at pub. Spot and opside academy actually sits on the surfacesdepartment, partly because, historically of what academy has beenthere to teach our users how to use our software. It came about from thatcustomer mabelemen function and only recently have we opened up only in thelast few years, as should say AF, we opened up the courses and thecertivications to the world and really developed a on my learning platform to really teach marteers how to beegreat marters and Sals draps. How tof be great salesraps as hub spat grew. You know were alwaysknown for giving that White Glove servince. You kN W A newpess worcomeson where there e part of your team. We...

...have o services team that is in a worldrerounded at supporting our customers, helping them achieve no, whatever theyare looking to achieve the PARP spot and as we reach ten thousand customers,twenty thousand customers. We needed a way to scale that training so ratherthan once, a one trading with individual customers that becan one tomedy training. So that's where hopsbout academies are cool, fo eleven of it,and so one of the things that I I want to touch on with you air. It can reallykind of kick off. The conversation is around the really talking about why youthink marketers tend to lose touch with thefact that the people on the other side of their marketing automation areactually humans, they're, not just numbers, but why do you think it's soeasy for marketers to forget that you know we're driven H by data.Fundamentally, I think when you look for great marketers, you want Marteswith really good analytics, andolitical skills, and that can, of course, that'sa really powerful and you need to trust...

...the numbers- and you know it's great-to have data drie markers, but it's easy to forget that yeah, those arepeople there. You know that Heknoi that you descent to five hundred people.Those are you know normal people on their way to work. Looking at youremail on the folletcetera, so there's a balance that we need to strike thit'Wen, using data to analyze and reportnmeasure and se changes in how we are doing and and whether what we're doingis working. But then there's this. You know customer empathy, this feeling ofyeah, that's a real person. They have a lot of stuff going on. You know as amarketer, it's easy to think. Oh, our users are spending a hundred percent oftheir time in hour software and it's you know it's Osat is as important tothem as it is to me not because I work here, ot. Actually, the whole point ofupside is to save users time and to be a productivity booster, and you knowthe less of their time they spend in the platform, actually the better forthem. So remembering that you know your...

...offer your product and Serviceisactually on the upiece of their day, is, I think, an important thing formarketerstor to think about, and and how is that, in your role with ObpotAcademy, how has that mindset impacted the work that you're doing on a day today basis? Well, we're learning all kinds of things as we move into newregions and new types of users. So you can imagine Howat, h academy when itwas just Cusse, Por Anablement, we had a pretty like you know, clear segment.We had marketing managers with small teams at small tomedium sizedbusinesses using Teir sofpare when we opened up those courses to everyone.Suddenly we had you know tons of students and professors coming in fromcollegeas. We had people from all over the world foming and wondering why wedon't offer it an the same offere. These courses in the same languagesthat we offer the product O whomnote, totally different one as we developmore sales training salespeople are a whole different type of viewsor. Unotoouth education isn't quite as...

...natural to salls reps as it might bethe marketer who really need to always stay in the know on WT. What's next so learning from our users and andseeing what their needs are in surveying them and having you know,focus groups with them, but also just measuring how they progress, o thesoftware- and you know if it's in user from this region of the world andthey're, taking the course wirethey taken, of course now there's that jobto be done, question of like. Are they doing it to learn the topic? Are theydoing it to get a certification to help them get a job or are they doing it toskill up, had a dew job and and their employer just wants them to do it, andmaybe there is a little bit less self motivation there. A more an externalmovivation and so understanding why they're doing it obviously shapes thestyle of the curriculum, how it's delivered to them and so on exactly andyeah whether we offer a movile, verson Meno course, so whether we offer thetranscription, which which has actually become quite a...

...task. You know when we when Hobsot hasme and the whole localization teven when we translate say an Ebok, it'spretty cut and dry. You know, translate it opprove, it check it. Makture, itall makes sense. Nature t makes sense in that region, of course, but when youare translating and localizing of course, with an exam attached to it,you'd better make sure every single word talk spoken in that course matchesup perfectly with the exam, because you're putting people through thisemotional rollercoaster of learning and then assessment, and it's a perve. Youknow thing it's it's so close to their heart. It's not as a marketing Ebok, sothey're going to get really frustrated and really angry if it doesn't. If theexam doesn't seem like it's fair, because we didn't localize atdiect LiJoa Eric I've got a question. We didn't talk about this off line, but but I'mcurious after you mentioned that, so I was just talking with aarandon at snapap about interactive content, and he mentioned that when you create acontinasset, be that an assessment or...

...or some some sort of interactive peacewhere a prospect is putting in very valuable information, but thereason they're giving you that information is because there'ssomething on the other end of that. That is actually beneficial to them. Sobe that you know some sort of an assessment that tells them if, if theiryou know, itinfrastructure is you know safe from a certain type of virus,they're willing to tell you, you know different intricacies of their of theircompany, because they know that your promisis to give them an accurateassessment. He shouw a variety of different examples, but do you guysthink of hope spot academy as a kind of interactive content? Peace doesn'tallow you to find out more about potential buyers so that your salesteam can have conversations or or is that not really at all how you guysthink about it to a degree? You know we don't part of our terms. Ofservice isnot to share. You know any specifics...

...about how you perform. Even if yourboss is asking pergas how you did on an exam, we wouldn't share that, but wecan certainly see which courses you're taking or which courses you've startedand which, once you pass and things like that and our sins team is really structured andtaught and trained to just be helpful. So, yes, they'll, call up and say e, Isaw you, you know took that certification and I'm happy to you know,discuss any points where you misundersood, something where or youknow truly be helpful, but it's not a it's, not really a tool necessarilybuilt for that thats sort of got teside effect of having that data with anhoomestock one thing that we're working on now as we built pompspoticgademyreally into hubspot. We have otam dedicated to this this product now and what they'restarting to build, are overcoing modulas, oven little lessons where theycan send you through a piece of desaft...

WAA and go. You know create a newcontact in the CRR and it'll actually listen to see if they successfully didit so there's some. You know interesting trigger deliceis happeningin this supper, where we can see okay, arethey learning, are they actuallyeflying? What they're learning and we structure O learning on this idea ofthe blooms taxonomy? Basically, it's like a Maslo's hierarchy, kind oftriangle where at the bottom, yes, you can just recurgetape information, alevel loveis that you can. You know apply information level. o e Mat isthat you can judge someone else's ability to do that so we'st trying tomove higher up in that gloom's taxonomy to not only show the how to dosomething but then listen and see if they can actually apply with it justlong. I love it. That's that's really impressive. Another thing that you'dmentioned offline Eric You talked about as marketers were trying to recreatesomething that that this should happen. Naturally, you gave an example of Seoand Hav the the evolution of that. Can...

...you explain and go a little bit deeperon that foralistener sure, so we used to have a a SEO professor spicically,on s O, and then we had a separate contan Margein professor. These tworolls and these two topics- werelye combined into one good contantmarketing, keeps serchenture optimization in mind and good serchuchOtiization requires thought for pontent marketing and what we're seeing at humspot is the evolution from being very keyword.Specific focused on you know, which keywords are my aptizing for, becauseyou know ten years ago, people would search for a Qord. Now it's much moreconversational and t such one based SOM topics. So how do you create a piece ofcontent at ranks for a topic rather than a Kelar? An you do that bycreating a clusters of you kno cases of content that all link back up, so youcan sort of map out. You know I have these five bodcoasts that are subtopicsthat all link back to escentral what we...

...call Pol Age. That is, you know,hopefully going to rank for that topic and what we're doing there is reallyjust youknow mimicking. What should happen? Naturally, you know articlesabout as specific topics should link to each other and Googles, Sager them Soin,sort of judge the relevance and authority of those hunks between pages,and I wouldn't call it like gaming, the Google Algorithm, but it's really justa structure in your content in a way that makes sense for th, Wolf, gils outwohem to breed and there's a lot of things in marketing that we do that way.You know whether it's in setting up nurturing emails to be sent out whensomeone does a specific thing, we're really just trying to recreate that.You know I walk into a coffee shop and the Barista knows my name, and he knowswhat I want, and you know we're rethat really good feeling of like Oh thisbusiness. Klows me Yeah Yo can do that that stale by using convetual marketingGoti is that doing things like...

...intentionally sending nurtury emailsthat elicitor response. That then tells youas the marketer and where to bucket this person. So you like I've, seenlike Pat Flin, for example. Since you know one of the early emails in hisnurture sequence says: Are you U K W? Are you an Arntebreneur thatjust lunched your business in the last two years? Have you had your businessfor five years or more, or do you currently work for someoneelse and you're? Just looking, you know to start your own business some day inthe future and by clicking one of those he can now he can no tailor his nurtureexperience based on those personas is that is that kind of what you'rereferring to there, that that style of contetualization yeah? That'sabsolutely one way: We we call that to choose your own adventures, ea you, itsort of illicits, a response that helps segnet them there's also, though, youknow ways to Segnaf them that are not...

...illicited by us and the intrest, whichpages are you traveling to in between you know, which page you initiallylanded on his action, Elsyo a lot about the intent of the user, gotal sopulling all those datapoints o there can be thousands of them n, instert ofscoring them and using really thought through Leedspang to build. Sointent profiles for different tepted users. That's really what helps Guidede that contetual experience Er. This has been fantastic, his ideaof keeping the human touch as you scale, with your marketing technology. I Ithink it's so huge. I think t it should impact everything wee, we're we'retalking to other humans, we're not talking to numbers in our marketingautomation, a platform, and so I love that You'e shined a light on this idea.If there's somebody listening, they want to stay connected with you. Theywant to learn more about hupabout academy. What's the best way for themto go about doing it, they can find me...

...on twiter at Heri Peter Zero and theycan find upsocadamia, aapotagan Antoite or a CADEDAOM SPAPO Lovit, awsome Ericl.Think you so much for your time, Tome and this his been fantastic. Thank you to ensure that you never miss anepisode of the B to B Grost Shon subscribe to the show in Itunes, whereyour favorite podcast player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world, make sure to join our private facebookcommunity, there are some incredible conversations happening inside thisgroup to join visit B. Ta b growth show tcom, slash FB. Thank you so much forlistening until next time.

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