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Rob Sobers is the Director of Inbound Marketing at Varonis, a powerful software suite that protects your file and email servers from cyberattacks and insider threats. In this interview, we chat about how HubSpot allows Varonis to easily see where their traffic is coming from and which of their marketing efforts are producing the most traffic, leads, and trials of their product.
Time Stamped Show Notes
(click the time stamp to jump directly to that point in the episode.)
- [02:10] – Rob tells us how his background in software development has lead to him being a marketer today for Varonis, and how he developed a Mastering HubSpot course to help others learn all the ins and outs of HubSpot
- [04:36] – Measuring marketing ROI for enterprise level organisations is considerably more complex and difficult than eCommerce sites. Rob talks about how to utilize the Company – Deal entity relationship in HubSpot to give enterprise organisations the visibility of their ROI
- [09:25] – Rob discusses how the HubSpot reports shapes what action to take. He discusses that the nature of that data is that it is looking in the rear view mirror and there is some material online about the deterioration of marketing channels and how fast they become overpriced and ineffective eg. Facebook
- [11:05] – Rob looks at this kind of data quarterly to review sponsorship for events at least two quarters out
- [12:04] – Rob discusses how he uses his ROI analysis in both the offline and online marketing efforts at Varonis eg. which webinars drive the most sales, same for white papers, ebooks and blog posts. They even go to the extent of which blog posts result in a ‘path to a sale’
- [13:23] – Rob shares what Varonis does with the data, for example pouring additional funds into promoting successful webinars
- [14:46] – The sales cycle for enterprise level organisations can be considerably longer based on the size of the client organisation and the complexity of the departments that need to be involved in the purchasing decision e.g.. 6 months to 2 years
- [17:12] – Rob shares his biggest success relating to Inbound marketing: a campaign Varonis did called Cards Against IT which was promoted on Facebook and resulted in 800% growth month over month
- [19:05] – Rob discusses the Varonis software and how it monitors data breaches and the actions of people within your organisation to understand human behaviour, and alert the IT Department when anomalies occur
- [22:05] – How the Varonis software prevents malicious staff or staff that have been poached to other organisations from accessing information they are not authorised to take
- [23:22] – Rob shares how page speed has been on his mind as something that can be a big problem and that he’d like to improve at Varonis. He mentions the HubSpot Content Optimization System (COS) update with the built in mobile accelerated pages which makes content load super fast on mobile devices
- [25:18] – Rob is most excited about SEO and the way that search is evolving. Google has become so good at ranking based on the helpfulness of the blog post that you’ve written eg. longer form blog posts are ranking higher. Rand Fishkin did a Whiteboard Friday article where Google factors in comprehensiveness of articles (see Resources mentioned below)
- [27:54] – Samantha discusses Rob’s Net Promoter Score article on how to build an NPS score into HubSpot and how quick and easy it is to implement (see Resources below)
- [30:45] – The Lightning Round
- This content is available to The Daily Hub Subscribers. If you’d like to see Emma’s answers to the lightening round questions below, subscribe now and you’ll receive access to the full interview and lightening round answers right in your inbox. Questions covered here are:
- What was holding you back from growing your business?
- What’s the best advice you’ve ever received?
- Share one of your personal habits that contributes to your success?
- Share a resource or tool that you’re using right now?
- What book would you recommend to Hub Nation and why?
- Imagine you woke up tomorrow and you’re not working at Varonis and your business and success and all the other things you’ve done so far are gone and you know no one. You still have all the experience and knowledge you currently have, your food and shelter are taken care of, but all you have is a laptop and $1,000. What would you do in the next 7 days?
- Note: If you are a subscriber to The Daily Hub and can’t see the answers above you need to login to view the answers.
- This content is available to The Daily Hub Subscribers. If you’d like to see Emma’s answers to the lightening round questions below, subscribe now and you’ll receive access to the full interview and lightening round answers right in your inbox. Questions covered here are:
Parting piece of guidance
- A lot of people tend to put things off and build up excuses in their mind. The internet has largely eliminated the gatekeepers in society so there are no excuses why you can’t start something. Don’t wait for permission just start building your skills and don’t be afraid to start.
- Rob’s course on HubSpot is called Mastering Hubspot and can be found at https://hubspotcourse.com/. Use the discount code “sam” all lower case and without the quotes for 50% off the price of the course
3 Key Points:
- Measuring marketing ROI for enterprise level organisations is considerably more complex and difficult than eCommerce sites due to the long sales cycle that goes through many hands
- Be careful about relying on historical data and the deterioration of marketing channels in taking action
- Longer form, more comprehensive blog posts are ranking higher in Google
Resources Mentioned:
- Rand Fishkin’s Whiteboard Friday article on Google’s preference for more comprehensive content can be found here
- Rob’s Net Promoter Score how to article can be found here
- Rob’s article on Getting Things Done (GTD) with Trello can be found here
- Nat Eliason’s One Hour SEO can be found here
- Book: The Score Takes Care of Itself by Bill Walsh
- You can get in touch with Rob at https://robsobers.com/
- Rob’s Mastering HubSpot course can be found here. Use the discount code “sam” all lower case and without the quotes for 50% off the price of the course
- The HubSpotters – Global (Unofficial) Facebook group can be found here
