For many of the people reading this blog post, it will come as no surprise that Hubspot's internal marketing team continues to blaze the trail on best practices for inbound marketing and how to keep a well oiled marketing machine going strong.
However, I was greatly pleased to see in my inbox this morning an email titled "This Week in Marketing" that was distributed to all of HubSpot internally.
This email goes out to the HubSpot sales team every Monday. They decided to expand it to the rest of the company (and smart move on their part-now they got a blog post about it! ;) Anyways, the goal of this email is to give all of us who speak to people daily about Hubspot/inbound marketing news and updates on the latest resources that our sales & customer services team can leverage to drive deals further down the funnel.
If you love it, feel free to reach out to Magdalena Georgieva mgeorgieva [at] hubspot [dot] com for futher questions/ideas on this email beyond what I cover below....
Screenshot of the first part of the internal marketing email I recieved from Hubspot's Marketing Department:
Breaking down the first part of the weekly internal marketing email update from Hubspot:
First of all, the email looks fantastic. Primarily it's because I know that it was created on Hubspot's newest email marketing platform currently available in Beta to the Hubspot customer base.
It's personalized. It comes from Maggie in our marketing department (a real person whom I know well) and it's sent directly to me and not part of a list serve/BCC list or something boot-leg like that. Love that. It's also addressing me by my first name (and my "nick" name at that!) in the opening of the email.
It talks about my goals/the goals of our sales team right away. This ensures that the message and its contents aren't just serving another department's needs, but ultimately about helping me further my own.
It clearly explains what the resources are and provides soundbytes for the sales team to use on the phone when promoting the content to prospects and following up on the content with hot leads who download it. Both promotion and good follow up on content are equally important skills for your sales team to be practicing in inbound marketing- your sales team should be promoting lead-gen content to people they are calling - more downloads means more engagement and a stronger relationship with your leads).
Screenshot of the 2nd portion of the new "This Week in Marketing" email from Hubspot's Marketing Department:
Breaking down the second part of the weekly internal marketing email:
Notice at this point that our marketing department is offering and promoting and variety of content for our marketing efforts in this email. It becomes very obvious to me that our marketing department is engaging on all fronts - both online and off - to achive our sales and marketing goals.
Maggie has listed the content by format to make the variety of content easy to sort through. So far we're not only seeing EBooks & Webinars listed in the email but also live events where the marketing department has learned that follow Hubspot throught leaders will be making appearances.
Sharing a weekly run down of live events being put on by our staff allows the sales team to match leads up with events happening in their area and to drive their prospects to meet our staff in person. This is a win win because the marketing department gets more event attendees and the sales staff can leverage the live appearance to strengthen the connection between their lead and the HubSpot team - without putting in a lot of extra work to coordinate.
Screenshot of the final portion of HubSpot's weekly internal email from the marketing department: "This Week in Marketing"
Breaking down the final portion of the internal update email:
The last section of the weekly marketing update email from Maggie & the HubSpot marketing department is highlighting key events that the sales & marketing department are collaborating on this week. The center piece of content that the sales & marketing department are working closely on here are the group demos where multiple Hubspot prospects can join a pre-scheduled webinar and get a live demo of our product. The sales department might already be aware of these dates, and some may not, the point is that the marketing email lists out the dates & times along with helpful soundbytes to keep these events top of mind for the rest of us and as easy and "fool-proof" as possible to promote to the people we communicate with every day.
I think that's the main reason I had to share this weekly internal email example today with you. It's so simple, yet so powerful for marketing departments to be doing this kind of internal email marketing to foster more alignment with their peers on a weekly basis.
3 reasons you should adopt this type of weekly internal communication for marketing:
- It lets me know that the marketing department is working hard to provide a variety of content to help us meet our shared goals for new business.
- It lets me know that the marketing department cares about me and wants me to have an easy time promoting and sharing this quality content with others.
- It also makes me very proud, and very motivated to do my part for our very active and organized inbound marketing machine we've got humming away over here! I didn't even realize we had so many opportunities for our inbound leads/prospects to engage with us - all witin the following week!
Given all the reasons above, I had to share this email with you all to help inspire our collective efforts to get better and more effective with our email communication strategies to drive more adoption of inbound marketing among our sales staff and also more collaboration between the marketing department and the rest of your customer-facing team members so they can make the most of the content you develop week to week.
Your Turn: What do you think of this weekly internal marketing department email example above? Is it a best practice you could put in place at your firm/your client's organization? What type of communication/collaboration strategies does your sales & marketing departments use to make the most of eachother's efforts? Please share a bit with your fellow readers in the comments thread below....