Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Kyle Denhoff
HubSpot
- Part 1Why build a media arm in a software company — Kyle Denhoff // HubSpot
- Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
- Part 3 Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Show Notes
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03:29Using strategic planning to align content marketing teamsStrategic planning is the way teams assess whether their investments line up with their objectives. Planning should be done monthly, quarterly, and annually.
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04:39Leadership and strategic planningIts vital to clearly communicate business goals, at every level of the organization. Assess where you are currently so you can map out your next actions.
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07:19Balancing processes with KPIsMarketing teams should set proper expectations with leadership. If targets need to be adjusted, this should be conveyed to leadership with possible solutions.
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09:21Investing in SEO versus SEMInvest in SEO for long-term gains. SEM investment is appropriate when fast results are required. Ultimately, its about having a balance of both to hit your monthly goals.
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10:56Developing a complete marketing campaignStart with the business-level objectives. Identify your audience and the channels to reach them. Determine the type of content to invest in to drive awareness and demand.
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12:51How to operationalize your frameworkFrameworks are a guide to keep teams on track. As you discover processes that work, be sure to document them.
Quotes
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"Strategic planning has become more critical to our process, to make sure that we're investing our time and resources in the right goals and objectives for the business." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"We leverage a 1970s planning framework from JWT. It's as basic as, where are we today? Where do we want to be tomorrow? How do we plan to get there? Are we getting there?" -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Leadership will always ask for more leads and revenue. But, we have to be honest about our expected growth over the next three, six, and 12 months." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Map out where you are today. Talk to leadership about where you want to be tomorrow. Then, have active conversations about the investments you're going to make to get there." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"You should invest in content and publish that content to your site. And invest in optimizing it over time, because it compounds over time." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"You don't want to go all in on paid, and you don't want to go all in on organic. You want to have a balance of both, and continue to hit that monthly number." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Whatever channel you decide to invest in as a marketer, map out what that user flow is like." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
- Part 1Why build a media arm in a software company — Kyle Denhoff // HubSpot
- Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
- Part 3 Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Up Next:
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Part 1Why build a media arm in a software company — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, discusses effective quarterly content planning. Your content is only as good as who sees it. Software companies must go beyond owned media to connect with more prospects. Today, Kyle talks about why software companies should build a media arm.
Play Podcast -
Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, talks about the importance of planning, content marketing, and demand generation for content. Owned media is a great way to get in front of your prospects. Rather than an immediate sales pitch, continue to provide value and let them decide when they’re ready to take the next step. Today, Kyle talks about using owned content to drive demand.
Play Podcast -
Part 3Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, wraps discussion on effective quarterly content planning. You first need to determine who you want to target. Then, you need to figure out how and where they consume content. Today, Kyle talks about strategic planning to get the most out of your media.
