042 | 5 Points of True Marketing Integration for HealthTech with Nicholas Holland from HubSpot | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-03-08T15:00

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The Episode in 60 Seconds

Integration is essential in today’s marketing efforts. All aspects of your marketing must come together in a picture that allows you to have great visibility and control over what you’re doing.

Nicholas Holland, VP of the Marketing and CMS Hubs at HubSpot joins us to talk about the five core aspects of marketing that must work in concert together.

Data
Reporting
Automation
Content
Messaging

Nicholas also discusses how to manage the breadth, depth, and orchestration of your marketing efforts.

About Our Guest

Nicholas Holland is a product maker, entrepreneurial dreamer, and lover of mixed martial arts. He's the General Manager and Vice President of Marketing Hub at HubSpot.

He founded and exited from several SaaS companies in the Nashville area before joining forces with HubSpot to run their marketing labs endeavor.

Show Notes

HubSpot has refined their product offerings to create remarkable customer experiences. For more information about HubSpot, examine their offerings.

"We believe innovation will lead to marketing leaders transforming from CMOs to CXOs—Customer Experience Officers." — Nicholas Holland

HubSpot believes the funnel has given way to the flywheel.

funnel-to-flywheel-title

The Three Lenses of Marketing Clarity

When was the last time you heard of CEOs shoveling money into marketing efforts? Most of the time, marketing executives have to squeeze out every dime possible then stretch those dimes to produce.

Nicholas discusses (12:30 and later) how every marketer must be able to see, understand, and demonstrate marketing's effectiveness through three different lenses:

breadth—what channels your customers spend time and how you're meeting them.

depth—the data you're leveraging to make sure your messages are on point, relevant, and delivered at the right time.

orchestration—how you've filled your marketing department with the right people and the right tools.

"Marketers are the promise-makers for your company." —Nicholas Holland

HubSpot's Five "Primary Colors" of Marketing

How do you guide your prospects along a meaningful and coherent buyer journey? HubSpot's platform is built to orchestrate these five aspects for clear marketing. These five aspects of marketing—primary colors—expose themselves in every aspect of marketing.

Data—they layer that powers everything. Data and the way you manage it, store it, and interpret it means the difference between good and bad decisions.

Automation—the ability to do more with less.

Reporting—the feedback loop allowing everyone to be more savvy and to better judge performance.

Content—most pieces of software contain content. Are you doing enough to maximize it?

Messaging—the channels you distribute marketing content (e.g., email, blog, podcast, etc.)

Our complete guide to building and maintaining KPIs for your company is available to you at no cost.

Are your marketing efforts producing the kind of results you need? Companies may put the right tactics in place and desire the best outcomes, but end up flying blind because they haven’t set key performance indicators (KPIs).

You can reach the most aggressive goals if you set KPIs and monitor them weekly (and monthly, quarterly, and annually). KPIs promote higher performance from yourself and your team. And they make project management much more effective. Here’s how to break down the process and write effective KPIs.

Eight Steps to Creating Winning KPIs

Further episodes of Healthcare Market Matrix

Further podcasts by Golden Spiral, Shaping Technology Marketing

Website of Golden Spiral, Shaping Technology Marketing