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Jeanne Hopkins leads Ipswitch's worldwide marketing organization, focused on building a metrics-based powerhouse to fuel demand. 

She is responsible for the global marketing and demand creation for WhatsUp Gold Network Monitoring and MOVEit Secure File Transfer products, both on-premise and SaaS, with sales, customer support, and engineering teams based in offices in Georgia, Wisconsin, Utah, Ireland, and Massachusetts. She has comprehensive oversight of the content team, product marketing, website, analytics & marketing operations. Her current focus is on leveraging free tools via a wide variety of channels (channel, direct, e-commerce) to grow beyond Ipswitch's 42,000+ customers worldwide.

Prior to Ipswitch, Jeanne held executive marketing roles at HubSpot, SmartBear, Marketing Sherpa, Continuum Managed Services and MEC Labs. At HubSpot, Jeanne’s leadership helped the company land on the number two spot on the Inc. 500 list of fastest growing companies by generating 50,000 net new leads per month.

Jeanne co-authored “Go Mobile,” a top-selling mobile marketing book on Amazon.com. Jeanne advises various startups including BrightInfo and Bedrock Data. She also serves as the Co-Chair of the MassTLC Sales and Marketing Group.

Jeanne has won several industry awards for her achievements as a marketing leader. In 2017, she was named to the inaugural class of B2B Marketing Innovators in the category of Marketing Mentors by Demand Generation Report. She was also No. 3 on Social Media Marketing (SMM) Magazine’s list of Top CMOs on Twitter. Jeanne was named to CRN’s 2016 Power 100, an elite subset of the annual Women of the Channel list. Additionally, she has been honored four times by the Sales Lead Management Association (SLMA) as one of the 50 Most Influential Sales Lead Management professionals. She was also named to their 40 Most Inspiring Leaders in 2015, and 20 Women to Watch five years in a row, most recently in April 2016.

Jeanne holds an MBA in International Marketing from Suffolk University’s Sawyer Business School and a BBA in Accounting and Finance from Western New England University.

Outside of work, Jeanne has served as a board member at the StageWest Theater Company and the Children’s Theatre of Western Massachusetts.

You can follow her on Twitter: @jeannehopkins

She will be live on March 27 at 930 AM PT for one and a half hours during which she will answer as many questions as possible.

 

  • MT

    Manny Tafoya

    over 1 year ago #

    Hey Jeanne!

    If you were starting a marketing team today, what role would you hire for first? Why?

    Thank you!

    • JH

      Jeanne Hopkins

      over 1 year ago #

      This is a good question. I think many organizations hire VPs of Marketing or CMOs as their first hire, but what they need is someone that is GSD (Get Stuff Done), that can do a multitude of demand generation programs with little oversight. High degree of initiative and good>excellent writing skills. If this person had some design experience and some simple HTML capabilities that could help inform a website or email automation tool, that would be helpful. This person would have 4-6 years of experience on a team and I would bring them in as a Marketing Programs manager, making them responsible for events (including webinars); email marketing; light analytics/reporting; website updates; and starting a social media presence. Hiring a brand-new marketer won't work because they don't understand the breadth and scope of what marketers are expected to do (which is usually build the beginnings of brand, and supply the all-important sales team with leads.)

  • PC

    Patrick Campbell

    over 1 year ago #

    Jeanne Hopkins is one of the best CMOs in software today. If you look where companies were before she came in (HubSpot, Continuum, SmartBear, Ipswitch) and then look where they are after she did her work, it's the very definition of transformational marketing. I'm mostly disappointed she's doing this AMA, because I like Jeanne being the best kept secret in SaaS. :)

    Here's a question though - what hasn't changed in Marketing/Growth over the past couple of decades? We keep hearing about growth hacking and all this new stuff, but what do you think isn't going to change in the next decade?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      What hasn't changed in Marketing in the past 20+ years, is an inability to align sales & marketing within organizations. Sales has "always" existed, and yet Marketing is a relative newcomer to many companies. Sales is forced into a monthly/quarterly/annual perspective and Marketing tries valiantly to stay onboard with them.

      5 Share
      • JH

        Jeanne Hopkins

        over 1 year ago #

        It's the end of Q1 right now, and my mobile and desk phones are ringing constantly. I'm receiving a boatload of emails asking for a "few minutes of my time". Why, oh why, do salespeople thing my EOQ is any different than theirs? It takes strength of character to plan out your quarter. Hit your first month, hit your second month, hit your third month. Asking for the "bluebird" in the last few days of the quarter will not help you hit your quarterly number.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Growth hacking is really experimenting to see what works. The concept of paying for your leads is not viable going forward. Anyone can spend money, but how can you spend less and get better results. That is the point of growth hacking. There are many ways to find interest in your products, there are a great many tools to add to your tech stack, but if Marketers could gradually add software to their stack and figure out what is working, and drop the rest, that would make it easier for most teams. Lots of marketers buy tools that they believe will save them time and money, to no avail.

      5 Share
    • JH

      Jeanne Hopkins

      over 1 year ago #

      For the coming decade, I'm thinking that some salespeople will be automated out of their jobs. Right now, I can point to our Drift chat tool as delivering almost one million dollars in pipeline since we began implementing it on our website in January. The instantaneous response to Get A Quote or Contact Sales is moving the conversation along faster.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      This is not to say that I don't value Salespeople. I do. They are the evangelists of their brand, their product, their solution, their company. But, at what point is the need to answer questions/inquiries quickly become the de facto standard in a conversation with a customer or a prospect.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      There is a lot of conversation about Sales & Marketing alignment (HubSpot's Mike Volpe and Dan Tyre coined the phrase "Smarketing") yet the reality is that many meetings fall apart due to lack of data. Patrick, I would suggest that actually having conversations based upon the data and using metrics that are easily understood by the entire team (whether the Board, the executive team, the company) can mitigate those confusing conversations.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Yesterday, I was in a Leads meeting with Sales (of course!) and the finance guy asked why the opportunities were not at goal (BTW, website traffic is at an all-time high; leads; MQL creation all exceeding goals...and I looked at him and said, "Why am I responsible for opportunity creation"? That was the point. The Sales team members were not stepping up and saying, "WE are responsible for opportunity creation."

      • BY

        benoite yver

        over 1 year ago #

        MQLs can be defined in any different ways you want, it's more of an operational metric, to help sales sip through all these leads. If those MQLs don't convert into opportunities, maybe these MQLs are not defined correctly i.e. are no good. The Sales team have their job on the line. if they can't convert your MQL it's probably not that good. I am in marketing and I have always been accountable for opportunity creation=inbound pipeline generation. I think they are right on that.
        and therefore I never had any sales/marketing misalignment. but yes it creates much more stress on the marketing team. but I don't know why I would spend my energy trying to protect my team, vs. spending my energy on doing the right thing generating inbound pipeline.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      And, why do salespeople exist? They are following up on leads, people that are actively searching for your product. The concept of not talking to sales until 2/3rds of the way through the buyer's journey is not always true. When you are looking to buy something as a consumer, you do the research, yet you do want answers to your questions.

      • JH

        Jeanne Hopkins

        over 1 year ago #

        Answering Benoite. My apologies for appearing flippant. MQLs are constantly defined by Sales & Marketing. In our case @ipswitch, they are Contact Sales, Evaluations, Demos, and Get A Quote. Evaluations require an email address to be mailed the license key. Yes, Sales has their jobs on the line WRT to performance, yet my point was about overachievement by Marketing in MQL generation (including DQ'd leads). I disagree with your comment about not spending energy to protect my team. Marketing team members are typically under siege and while generating pipeline (whether inbound or outbound) is clearly understood as a metric that a CMO has on their plate, it is more important to achieve alignment and collaboration within the organization.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Lastly, I think the need to Delight Our Customers is imperative in a highly competitive world. We all demand attention, and want our experience with the brand to be a positive one.

      • JH

        Jeanne Hopkins

        over 1 year ago #

        Okay. One more thing. Patrick, you are using video in a creative way to showcase the value the ProfitWell and Price Intelligently's team of super-heroes can help any SaaS company with their product, packaging and pricing.
        People are consuming video at high rates and with the Google switch to Mobile first for SERP rankings, this type of content will do better. Video and audio (podcasts) are a way to augment written content for your website or blog. Plus, these items are shared exponentially via social media channels.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Thanks, Patrick. As founding members of the Mutual Fan Club, you know how much I value your contributions to Marketing's success at SmartBear, Continuum and Ipswitch.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Yet, Marketers typically do not have empathy for Sales. Marketers are oftentimes not tied to the same goals (revenue, opportunity creation, pipeline) that Sales must adhere to. It is a more recent phenomenon that Marketers are willing to have a number on their head (leads, MQLs, pipeline creation) yet few have Sales experience.

  • JP

    John Phamvan

    over 1 year ago #

    Hi Jeanne,

    a. What tools are you using at Ipswitch for experimentation & analytics right now?
    b. Where does your data live, ie, what is the "source of truth"?
    c. What collaboration tools does the team use?

    Thanks!
    John

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Hi John -

      Our tools include Optimizely, Google Analytics, HubSpot.

      Our data lives in Tableau (which is the "source of truth" after we combined two legacy instances of Salesforce.com and we're still trying to get it to be the "source.")

      Collaboration tools include Basecamp (we run our marketing programs globally in 8 different languages, including English) for tasks that team members tick off. Especially our Marketo guru. He's heads down all of the time with 35 versions of emails. Teamwork for product launches, working with Product Management. We had one launch a couple of weeks ago, and another one in the next couple of weeks.

      2 Share
  • DH

    Dani Hart

    over 1 year ago #

    Hi, Jeanne - very excited to have you here!

    Can you detail how you're using free tools to grow?
    Does any aspect of the approach change based on channel? If yes, can you explain how?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      About half of our revenue is through the channel (North America has about 40% of their bookings via the channel; EMEA and ROW is 100%). We offer free tools for the IT manager to leverage. In Q1 2017, we specifically pushed free tools via Spiceworks and other paid media, generating over 10K downloads globally. That being said, the qualification of the lead fell to another team that did not follow up in a timely fashion, leaving potential MQLs on the floor. The free tools are for the end user, not channel partners, specifically. Not sure that answered your question...

  • GH

    Glen Harper

    over 1 year ago #

    Thank you for joining us today, Jeanne.

    What does a "metrics-based powerhouse" look like? What sorts of people/tools/processes etc do you need in place?
    How would you advise startups approach metrics and data to level up to become one?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      HA. Don't believe the PR. I think that startups spend a lot of time talking about the product and not shipping it to get customer reactions. For instance, GA allows you to see the # of visitors, the path on your website, the referrals to your website, that sort of thing, and yet many startups don't figure out why people are searching in order to inform their product. You need people that are comfortable with numbers and don't try to invent the rhetoric to fit the data.

  • MD

    Mark Anthony de Jesus

    over 1 year ago #

    Hey Jeanne
    What is Ipswitch's biggest growth challenge currently?
    How are you tackling this?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Biggest challenge is getting current customers with lapsed maintenance (they have a perpetual license and don't see the need to upgrade) to upgrade to WhatsUp Gold 2018, our latest release. Most network monitoring needs are simple up/down for the network but as networks expand into VMs, mobile devices, etc., the need to manage further, as well as bandwidth, and the cost of cloud computing, becomes more important. Many of our customers have been with us for 20+ years and we want them to upgrade and renew maintenance. We have a "Win Back" program in place to hopefully delight our customers. There are 28K of them!

      2 Share
      • AA

        Anuj Adhiya

        over 1 year ago #

        Any early learnings you can share from what's working with the win back program?

      • JH

        Jeanne Hopkins

        over 1 year ago #

        Yes, we are engaging with Customer Advocacy Managers (CAMs) and our Technical Support team. By waiving reinstatement fees for lapsed (over 12 months expired maintenance); customers are coming back for the WhatsUp Gold 2018 product. In the first week of launch activities, 250 existing customers downloaded the eval and 250 prospects tried the new product.

  • DO

    Danielle Olivas

    over 1 year ago #

    HI Jeanne!
    Can you talk more about your time at HubSpot that led to 50k new leads/month?
    What initiatives led to that happening?
    What were your biggest lessons or takeaways from that experience?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      What I learned - and impressed on the team - is that you cannot wait to feed the hungry mouths of Sales until the middle of the month. Every quarter has its own dynamics and oftentimes Q4 takes marketers by surprise. You really have just 10 of the 13 weeks in that quarter. If you don't start October 1, you will not hit your goals by EOQ.

      4 Share
    • JH

      Jeanne Hopkins

      over 1 year ago #

      Wow, Great question, Danielle. First of all, we kept growing our database. We did not buy lists (actually, I did try once and it was a dismal failure. Note to self: stop listening to sales.). I did work with Partners like Twitter, Facebook, Linkedin to create content (typically "How To" webinars) that were more than the single one-offs to grow the list. We also started ebooks for Pinterest (which the sales team did NOT like); but with concerted efforts beginning at the first of the month, with a steady drumbeat through the month, we were creating 50K new names for our database each month and 125-150K reconverted leads in our database each month. The database consisted of a lot of "Fans", and they would amplify the content offering through their networks (social sharing) gaining even more interest. I guess I would say it was the Cadence, the Communication, and the Offer.

  • JF

    Javier Feldman

    over 1 year ago #

    Hi Jeanne,

    I noticed two things on the Ipswitch home page

    a. The primary CTA is "More Information" vs "Free Trial"
    My questions here are
    1. Why are there 2 CTAs vs 1?
    2. Why is "More Information" the primary CTA?
    3. Why don't you have a CTA for a demo?

    b. I didn't see any LiveChat on the home page but its there on the "More Information" page
    1. Why did you'll decide on this approach?
    2. On the "More Information" page, the free trial CTA is "Download Free Trial". Why is this free trial CTA on this page different from the one on the home page (which doesn't have the word "Download")

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Good question Javier. Chances are you are seeing one of three possible home pages. My expert in CRO is really good at trying new things to see if we can increase the conversion rate. We know that only 13% of our traffic comes to Ipswitch.com via the home page. 22% of visits come through the blog, and most go to an interior product page. I'm not sure which product you are looking at. We've had discussions internally that the introduction of a "friction-ful" evaluation request for secure file transfer - really contact sales - caused MQLs to drop. We implemented it globally one year ago. Now, the EMEA and ROW sales leader has agreed to remove that barrier. The North American sales leader feels that our range of products from WS_FTP Pro ($50) to MessageWay ($100K) is too broad of a range for the end user to make a decision. Many people just want to send files and the "lead" was wasting the time of the salesperson.

  • JD

    James Dunn

    over 1 year ago #

    What has been the impact of GDPR on Ipswitch?
    What is the toughest aspect of compliance for you?
    Do you think there are some "gotchas" here that you think people arent paying enough attention to (or should be)?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      We are working hard on GDPR compliance. We have a built-in deadline of May 1. We took a look at all of our tools that capture customer information and are trying to figure out where we can eliminate duplicate captures. We've isolated a few already. Then, we will begin to start the march towards asking for opt-ins.

      Yes, James, there will be "gotchas" and while I think it may not hit many companies for a while, the general consensus that we've seen from our customers and prospects in the EU is one of non-concern. I think people are waiting for the shoe to drop and someone to be fined that outrageous amount of money. We had more traction for our FT products last year re: GDPR but I think the audience is burned out and tired of hearing about it. There's too much going on in the universe and the pain of compliance is too high for many companies to be overly concerned. I'm not saying that they should not be concerned, but I keep hearing, "This is like Y2K."
      It might be...but I think privacy is a more important concern than the year 2000 for network administrators and IT managers.

  • PD

    Porus Daruvala

    over 1 year ago #

    Hey Jeanne

    What was the book writing/publishing experience like?
    What prompted you to do it in the first place?
    What has been the impact of the book to you personally and professionally? What was the most unexpected thing about it (good or not-so-good)?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      I was encouraged @hubspot to write a book on mobile marketing because I felt strongly about it by my manager, Mike Volpe (best guy ever!). Wiley had done a number of books with @hubspot team members. The concept was easy, the execution was challenging. I spend the entire summer weekends of 2011 at my desk writing a chapter on Saturday and a chapter on Sunday. My co-writer, Jamie Turner, had done it before and he was collating the copy. I don't think I knew enough about publishing to really make it the bang it could have been - that and the concept of mobile marketing was relatively nascent then - and I did have a day job. :-)

      The impact is that I wish to write another one about building marketing teams. How to start, what stage, what to look for, that sort of thing. I enjoy creating workflows, and processes and making my team better. Personally, I don't think it make much of a difference (except to my parents) and professionally, I believe a really well-crafted blog (think Ann Handley, who is also an amazing author) can achieve the same results. It is challenging to launch a book and get the visibility. It really is a FT job.

  • FL

    Federico Lara Mendez

    over 1 year ago #

    Do you have a Referral program? How do you optimize it?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      We have started a referral program within the Sales organization. There are two levels: one is to have customers refer a prospect to their sales contact, and we provide a gift card; two is to work with organizations such as Capterra to provide customer names that are touched to provide reviews. If they do, they receive a gift card from Capterra (reviews are good SEO juice for their site).

  • AA

    Anuj Adhiya

    over 1 year ago #

    So cool to finally have you on, Jeanne!

    If I could ask you to dig into your memory banks:
    What would you say is the one thing that you think each of these companies (HubSpot, SmartBear, Marketing Sherpa, Continuum and MEC Labs) excelled at or was unique to them? I'm sure they're all different so I'm very curious to hear your take.

    • JH

      Jeanne Hopkins

      over 1 year ago #

      HubSpot - Team
      SmartBear - Product
      MarketingSherpa - Research
      Continuum - Services-enable software
      MECLabs - Optimization

      The HubSpot and SmartBear experiences were similar but selling/marketing to different personas. Continuum was unique in my experience. The idea was to recruit partners that would use Continuum's NOC as a white-label offering to their SMB customers. I think channel marketing is critical in all of these cases, whether partnering or leveraging affiliates, making sure the two-tier distribution system does not interfere with direct sales efforts. Sherpa had great events which supplemented their research reports. MEC Labs did a lot of certification programs and optimizes websites and landing pages for incremental success. I learned a lot from them about experimentation.

  • SK

    S Kodial

    over 1 year ago #

    Hi Jeanne

    1. You have channel partners, strategic partners and affiliate partners.
    What is the trigger to consider any/all of these partnerships (ie size/revenue or something else)?

    If you can share, is any one kind of partnership more profitable than the others? If yes, why is that?

    • JH

      Jeanne Hopkins

      over 1 year ago #

      Channel partners are how we sell in our geographies. They are important, the most important to our revenue and bookings. All $$$
      Strategic partners are those technologies that work with ours - Cisco being an important one, for instance. No $$$
      Affiliates are something we're testing to drive downloads, free trials. Few $$$

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