Conducting 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.
About the speaker

Kyle Denhoff

HubSpot

 - HubSpot

Kyle is Senior Manager of Marketing Strategy and Operations at HubSpot

Show Notes

  • 03:29
    Using strategic planning to align content marketing teams
    Strategic planning is the way teams assess whether their investments line up with their objectives. Planning should be done monthly, quarterly, and annually.
  • 04:39
    Leadership and strategic planning
    Its 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.
  • 07:19
    Balancing processes with KPIs
    Marketing teams should set proper expectations with leadership. If targets need to be adjusted, this should be conveyed to leadership with possible solutions.
  • 09:21
    Investing in SEO versus SEM
    Invest 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.
  • 10:56
    Developing a complete marketing campaign
    Start 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.
  • 12:51
    How to operationalize your framework
    Frameworks are a guide to keep teams on track. As you discover processes that work, be sure to document them.

Quotes

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

About the speaker

Kyle Denhoff

HubSpot

 - HubSpot

Kyle is Senior Manager of Marketing Strategy and Operations at HubSpot

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