We’re all fans of HubSpot here at INBOUND, but you’ve never heard the origin story of some of the brand’s most important content: its network of podcasts and videos. This story starts more than a decade ago and includes characters who went on to become big marketing names you follow today, like Dave Gerhardt, Mike Volpe, Jeanne Hopkins, Ellie Mirman, and Meghan Keaney Anderson. Listen in to this special episode of the Casted Podcast to hear about their common thread - the throughline that differentiated HubSpot, these marketing leaders, and the brands they went on to build.

Key Takeaways:

🧩 11:33-12:56: Mike Volpe: Creating a personal connection with marketers
🧡 13:27-14:47: Ellie Mirman: Staying true to the HubSpot brand
🎁 15:02-15:58: Jeanne Hopkins: What HubSpot TV gave the brand
🌱 16:59-18:51: Mike Volpe: Using The Growth Show to reach a new audience
✨ 19:18-21:12: Dave Gerhardt: How podcasting led to a serendipitous role for a marketing fave
🧵 24:52-25:58: Sam Balter: Tailoring shows to different audiences
👩‍🏫 28:02-28:48: Meghan Keaney Anderson: Podcasting with a purpose
🤔 29:09-29:34: Mike Volpe: But... why podcasting?
💼 30:08-30:48: Meghan Keaney Anderson: The business benefits of podcasting
🏛 33:09-33:38: Dave Gerhardt: Podcasting as a pillar of marketing
➕ 34:42-34:49: Meghan Keaney Anderson: Create a show that adds value
🐠 35:41-36:06: Ellie Mirman: An opportunity to be unique
➗ 40:33-40:50: Mike Volpe: No one formula for great podcasts

Resources:
The Podcast Effect: https://casted.us/the-podcast-effect-at-hubspot/
How We Wrung-Out The Casted Podcast to Create “What Happened When HubSpot Hit Record”: https://casted.us/how-we-wrung-out-the-casted-podcast-to-create-narrative-episode/

As a current CRO and former marketing leader, Jeanne has a deep expertise in data-driven, high-velocity customer acquisition, sales, marketing, and customer success organizations. Jeanne's accolades as a marketing leader are impressive and she's used her deep understanding of podcasting as a tool at the brands she's led. 

Jeanne Hopkins

CRO, SquadLocker

Mike Volpe is the Chief Executive Officer at Lola.com and host of The Agile Operations podcast. Before Lola.com, Mike Volpe was the Chief Marketing Officer at HubSpot and Chief Marketing Officer at Cybereason. While there, he started The Growth Show to create brand awareness among c-level executives Throughout his career, podcasting has always an important part of his marketing puzzle, even now as CEO. He believes in the power of audio and video as a marketing tool that can build a community and make a better brand impression. For Mike, podcasting is a different way to reach his audience, establish a deeper connection, and add personality to the brand. Hear about how to define your goals and use podcasting as a tactic to build awareness for your brand in today's conversation.

Mike Volpe

CEO, Lola.com

Regarded as one of the leading brand builders in B2B today, Dave is currently Chief Marketing Officer at Privy (the #1 app for sales on Shopify). Before that, he helped grow Drift into the powerhouse SaaS company it is today and he also hosts his own private marketing group called DGMG. 

Dave Gerhardt

CMO, Privy

As vice president of marketing, Meghan leads the creative and editorial, product marketing and academy teams for HubSpot. Together with her teams, she's responsible for the company's brand, podcast, and overall editorial content as well as the company's product launch and positioning strategy. Meghan is host of the Growth Show Podcast. 

Meghan Keaney Anderson

VP of Marketing, HubSpot

Ellie is a hands-on marketing leader with track record of building and scaling marketing at high-growth companies including Crayon, Toast, and HubSpot.

Ellie Mirman

CMO, Crayon 

Sam is the current Director of Content at ZoomInfo. Previously, he was the Senior Marketing Manager of HubSpot's podcast network and the host of their show, Weird Work. 

Sam Balter

Director of Content, ZoomInfo

Listen in to this special episode of the Casted Podcast to hear about HubSpot's common thread - the throughline that differentiated HubSpot, some of your favorite marketing leaders, and the brands they went on to build.

What Happened When HubSpot Hit Record with Lindsay Tjepkema at INBOUND

Blog: How We Wrung-Out The Casted Podcast to Create This Episode! 

Infographic: The Podcast Effect

Blog: Want a Killer Marketing Strategy? Try Podcasting

Additional resources for INBOUND attendees

🌱 Mike Volpe: Using The Growth Show to reach a new audience

✨ Dave Gerhardt: How podcasting led to a serendipitous role for a marketing fave

🧵 Sam Balter: Tailoring shows to different audiences 

👩‍🏫 Meghan Keaney Anderson: Podcasting with a purpose

🤔 Mike Volpe: But... why podcasting?

💼 Meghan Keaney Anderson: The business benefits of podcasting

🏛 Dave Gerhardt: Podcasting as a pillar of marketing

➕ Meghan Keaney Anderson: Create a show that adds value

🐠 Ellie Mirman: An opportunity to be unique 

➗ Mike Volpe: No one formula for great podcasts

🧩 Mike Volpe: Creating a personal connection with marketers

🧡 Ellie Mirman: Staying true to the HubSpot brand 

🎁 Jeanne Hopkins: What HubSpot TV gave the brand 

Today’s conversation is with Meghan Keaney Anderson, Vice President of Marketing at HubSpot, and host of The Growth Show podcast. Meghan’s journey with podcasting started with The Growth Show five years ago. At the time, HubSpot had popular blogs that attracted mid-level marketers. However, her team needed a vehicle to reach people later in their careers — in decision-making roles — that didn’t have time to read blogs. They believed a podcast could capture the attention of those executives during their own little windows of time, and they were right. For Meghan, each podcast has a distinct problem it is trying to solve or a distinct theory it is chasing down. She believes that podcasting can fill a unique space in the market and attract new audiences if done successfully. Hear about how to establish that audience, understand the purpose of your podcast, and measure its success in today's conversation.

Key Takeaways:
🌱 2:04-3:13: Why HubSpot started The Growth Show podcast
🗣 6:18-8:02: The evolution of HubSpot’s podcast network
💡 8:23-9:02: Creating a podcast to solve a distinct problem or chase down a theory
🎙 10:00-12:23: Growing your podcast by establishing what need you are filling
👨‍👩‍👧‍👦 13:02-13:58: Determining what audience your podcast is trying to reach
📦 14:57-16:13: Repackaging the stories gained through podcasting into other marketing materials
📈 20:45-21:19: Defining the goals of your podcast so you can accurately measure success
🧑‍💻 21:45-22:25: Studying discoverability and unpacking what works on different distribution platforms
➕ 22:41-23:34: Creating added value and making an experience for your fans

Related Resources:
Meghan’s LinkedIn: https://www.linkedin.com/in/meghankeaney/
HubSpot’s website: https://www.hubspot.com/
The Growth Show Podcast: https://www.hubspot.com/podcasts/the-growth-show

As vice president of marketing, Meghan leads the creative and editorial, product marketing and academy teams for HubSpot. Together with her teams, she's responsible for the company's brand, podcast, and overall editorial content as well as the company's product launch and positioning strategy. Meghan is host of the Growth Show Podcast.

In this episode, learn how to establish that audience, understand the purpose of your podcast, and measure its success from HubSpot's VP of Marketing, Meghan Keaney Anderson .

Establishing the Audience and Goals for Your Podcast with HubSpot's Meghan Keaney Anderson

HubSpot’s Website

The Growth Show Podcast

Meghan Keaney Anderson on LinkedIn

Blog: Establishing the Audience and Goals for Your Podcast

📈 Defining the goals of your podcast so you can accurately measure success

🌱 Why HubSpot started The Growth Show podcast 

🧑‍💻 Studying discoverability and unpacking what works on different distribution platforms

➕ Creating added value and making an experience for your fans

🗣 The evolution of HubSpot’s podcast network 

💡 Creating a podcast to solve a distinct problem or chase down a theory

🎙 Growing your podcast by establishing what need you are filling

👨‍👩‍👧‍👦 Determining what audience your podcast is trying to reach

📦 Repackaging the stories gained through podcasting into other marketing materials

Today’s conversation is with Jeanne Hopkins, Chief Revenue Officer at SquadLocker, and former host of Table Fries podcast. Before SquadLocker, Jeanne Hopkins was the Chief Marketing Officer at SmartBear Software, Chief Marketing Officer at Lola.com, and VP of Marketing at HubSpot. Throughout her career, Jeanne has used podcasting as a way to humanize her brands. For Jeanne, podcasting is a great tool that can show the company’s personality and share expertise with the customers. She believes that podcasting can help marketing teams capture and amplify the voices of experts already within the company.
Hear about how to share your expertise in soundbites and use podcasting as a tool to humanize your brand in today's conversation.

Key Takeaways:
🎙 2:46-3:35: How podcasting defined HubSpot and gave the brand personality
🗣 7:06-7:42: Using a podcast to share your expertise with your customers
💡 13:20-15:22: Thinking about the content plan and your goals before starting
🚧 18:20-20:36: Getting over that hurdle and starting your podcast
⏺️ 20:45-21:05: Recording and editing your first podcast and getting over your fear
🧑‍💻 22:52-24:04: Why consistency is important in both marketing and podcasting
Related Resources:

Jeanne’s LinkedIn: https://www.linkedin.com/in/jeannehopkins/
SquadLocker’s website: https://www.squadlocker.com/
Table Fries Podcast: https://tablefries.com/

Today’s conversation is with Jeanne Hopkins, Chief Revenue Officer at SquadLocker, and former host of Table Fries podcast. Before SquadLocker, Jeanne Hopkins was the Chief Marketing Officer at SmartBear Software, Chief Marketing Officer at Lola.com, and VP of Marketing at HubSpot. Throughout her career, Jeanne has used podcasting as a way to humanize her brands. For Jeanne, podcasting is a great tool that can show the company’s personality and share expertise with the customers. She believes that podcasting can help marketing teams capture and amplify the voices of experts already within the company.
Hear about how to share your expertise in soundbites and use podcasting as a tool to humanize your brand in today's conversation.

Sharing Your Expertise Using Soundbites with SquadLocker's Jeanne Hopkins

Jeanne Hopkins on LinkedIn

SquadLocker's Website

Table Fries Podcast

Blog: Sharing Your Expertise Using Soundbites

🚧 Getting over that hurdle and starting your podcast

⏺️ Recording and editing your first podcast and getting over your fear 

🧑‍💻 Why consistency is important in both marketing and podcasting 

🎙 How podcasting defined HubSpot and gave the brand personality

🗣 Using a podcast to share your expertise with your customers 

💡 Thinking about the content plan and your goals before starting

Today’s conversation is with Mike Volpe, Chief Executive Officer at Lola.com, and host of The Agile Operations podcast. Before Lola.com, Mike Volpe was the Chief Marketing Officer at HubSpot and Chief Marketing Officer at Cybereason. While there, he started The Growth Show to create brand awareness among c-level executives Throughout his career, podcasting has always an important part of his marketing puzzle, even now as CEO. He believes in the power of audio and video as a marketing tool that can build a community and make a better brand impression. For Mike, podcasting is a different way to reach his audience, establish a deeper connection, and add personality to the brand.
Hear about how to define your goals and use podcasting as a tactic to build awareness for your brand in today's conversation.

Key Takeaways:
🧑🏾‍🤝‍🧑🏽 7:28-9:31: How audio and video can make a better brand impression and build a community
🌱 11:24-13:15: Why Mike started The Growth Show podcast at HubSpot
🎙 13:36-14:03: Using podcasting as a different way to reach your audience
🔗 15:42-16:59: Trying to connect with new audiences by creating a podcast for them
🗣 17:31-18:25: How to create an interesting podcast even if the subject matter seems boring
📈 19:32-22:46: Thinking about metrics as the investment behind your brand
🧑‍💻 22:58-24:06: Defining your purpose and goal and how to use podcasting as a tactic
💡 25:18-26:19: Accomplishing multiple goals by having multiple shows

Related Resources:
Mike’s LinkedIn: https://www.linkedin.com/in/mikevolpe/
Lola.com’s website: https://www.lola.com/
The Agile Operations Podcast: https://agileoperations.org/

Today’s conversation is with Mike Volpe, Chief Executive Officer at Lola.com, and host of The Agile Operations podcast. Before Lola.com, Mike Volpe was the Chief Marketing Officer at HubSpot and Chief Marketing Officer at Cybereason. While there, he started The Growth Show to create brand awareness among c-level executives Throughout his career, podcasting has always an important part of his marketing puzzle, even now as CEO. He believes in the power of audio and video as a marketing tool that can build a community and make a better brand impression. For Mike, podcasting is a different way to reach his audience, establish a deeper connection, and add personality to the brand. Hear about how to define your goals and use podcasting as a tactic to build awareness for your brand in today's conversation.

Building Brand Awareness and Defining Your Goals with Lola.com's Mike Volpe

Lola.com’s Website

The Agile Operations Podcast

Mike Volpe on LinkedIn

Blog: Building Brand Awareness and Defining Goals

🗣 How to create an interesting podcast even if the subject matter seems boring

📈 Thinking about metrics as the investment behind your brand

🧑‍💻 Defining your purpose and goal and how to use podcasting as a tactic 

💡 Accomplishing multiple goals by having multiple shows 

🧑🏾‍🤝‍🧑🏽 How audio and video can make a better brand impression and build a community

🌱 Why Mike started The Growth Show podcast at HubSpot

🎙 Using podcasting as a different way to reach your audience 

🔗 Trying to connect with new audiences by creating a podcast for them

Today’s conversation is with Dave Gerhardt, Chief Marketing Officer at Privy, and host of The Ecommerce Marketing Show podcast. Privy is an e-commerce marketing platform, however, podcasting was the first step in their marketing strategy. As a podcast lover, Dave has hosted three podcasts and has helped other companies start their own. He believes in the power of content as a marketing tool and uses podcasting as a way to appeal to niche markets and loyal consumers. through podcasting. Hear about why you should stop making excuses and start your own podcast in today's conversation.

Key Takeaways:
🏛 4:59-5:28: How podcasting can be a pillar of marketing
📈 6:31-7:32: Appealing to niche markets and loyal followers through podcasts
💡 9:27-9:53: Thinking about evolving all your channels as a marketer
🗣 10:24-10:55: Listening to what your customers are saying
👣 11:18-13:18: Why podcasting was Dave's first step in the marketing strategy at Privy
🎙 14:41-15:25: Using podcasting as a way to get content for your brand
🧑‍💻 16:25-17:16: Creating more on-demand content during the pandemic
🚫 19:37-21:26: Stop making excuses and go make your podcast

Related Resources:
Dave’s LinkedIn: https://www.linkedin.com/in/davegerhardt
Privy’s website: https://www.privy.com/
The Ecommerce Marketing Show Podcast: https://www.privy.com/ecommerce-marketing-show

Regarded as one of the leading brand builders in B2B today., Dave Gerhardt, is currently Chief Marketing Officer at Privy (the #1 app for sales on Shopify). Before joining Privy, he did marketing at Drift for over 4 years and helped create one of the fastest growing SaaS companies of all-time.

He also hosts DGMG, his private marketing group with 1,300+ members: patreon.com/davegerhardt.

Chief Marketing Officer, Privy

Today’s conversation is with Dave Gerhardt, Chief Marketing Officer at Privy, and host of The Ecommerce Marketing Show podcast. Privy is an e-commerce marketing platform, however, podcasting was the first step in their marketing strategy. As a podcast lover, Dave has hosted three podcasts and has helped other companies start their own. He believes in the power of content as a marketing tool and uses podcasting as a way to appeal to niche markets and loyal consumers. Hear about why you should stop making excuses and start your own podcast in today's conversation.

How To Stop Making Excuses and Start Your Podcast with Privy's Dave Gerhardt

Blog: How to Stop Making Excuses and Start Your Podcast 

Dave Gerhardt's LinkedIn

Privy’s Website

The Ecommerce Marketing Show Podcast

🚫  Stop making excuses and go make your podcast 

🏛 How podcasting can be a pillar of marketing 

📈Appealing to niche markets and loyal followers through podcasts

💡 Thinking about evolving all your channels as a marketer

🗣  Listening to what your customers are saying 

👣  Why podcasting was Dave's first step in the marketing strategy at Privy 

🎙 Using podcasting as a way to get content for your brand

🧑‍💻 Creating more on-demand content during the pandemic 

Casted