In this episode of the B2B Digitized Podcast, you’ll be introduced to Eric Peters, Senior Growth Product Manager at HubSpot based in Boston. Eric will share his thoughts on inbound marketing and product-led growth.
Eric is a growth marketer responsible for driving user acquisition for HubSpot Academy. He's passionate about building and scaling marketing programs for technologies that can change the world and make a difference in people's lives. Eric’s background is in technology entrepreneurship, digital marketing, and growth-stage startups. He is also a member of HubSpot's LGBT Leadership Council. And he is fascinated by how people learn software, product-led growth, and tech that can change the world.
Listen to the full episode of the B2B Digitized Podcast to learn more about:
- Holding productive brainstorming sessions
- Keeping content up to date
- Planning out content creation
- Scaling HubSpot Academy internationally
- Solving problems for your customers
- Teaching the fundamentals of marketing
Watch the Podcast Interview
Listen to the Podcast Interview
Eric has advice on getting started in growth marketing and product-led growth:
"When you go into growth or product-led growth, you tend to have really good analytics skills. You lean on those skills, build dashboards, and model out behaviors. The metrics side of the puzzle tends to be the natural fit for a growth marketer, but the qualitative research side, where you talk to people and do more anthropological research, asking them why -- the concept of the five whys. When you get into a deep understanding of user motivations, that's an incredibly valuable perspective to gain."
Eric also talked about solving for the customer:
"Go back to the fundamentals and think about the customer of your customer, particularly in B2B. This is something Dharmesh Shah always says. If you solve for the customer of your customer, you'll never do your customer wrong. In HubSpot Academy, we think about who is the end customer. Is a student the end-user or is it the person that will hire that student? We have to think through the chain of value to make sure the digital experience is the best they can get."
Eric also shared the different journeys HubSpot Academy users may take:
"Any marketer or product-led growth professional would hope that there's some typical flow. But in reality, there are so many flows that lead into HubSpot Academy. You may be an existing user and you hear about Academy from your Customer Success Manager. Or you could be a student and your professor assigns HubSpot Academy to you. Those flows are vastly different.”
All of this and more is discussed in this episode of the B2B Digitized Podcast. To learn more about Eric Peters and contact him with any questions about the topics discussed, you can find him on LinkedIn, Twitter, or at HubSpot. (Other referenced resource: HubSpot Academy Inbound Marketing Certification)