The Pavilion Podcast
The Pavilion Podcast

Episode · 11 months ago

Ep 90: Talking "Smarketing" w/ Jeanne Hopkins

ABOUT THIS EPISODE

Ep 91: Talking "Smarketing" w/ Jeanne Hopkins

Part of the "Is This a Good Time?" series with Brandon Barton.

Hello everyone and welcome back to the Revenue Collective podcast. I am your host, Brandon martin you're listening to. Is this a good time the show where I ask Revenue Collective members some really basic questions. They have good answers. We have fun. It's about 15 minutes tune. It shows her out Tuesdays and thursday. So please hit subscribe. So you don't miss hearing anything from our experts. Our guest today is Gene Hopkins. She's the Sierra at happiness and she tells us about the concept of smart getting which is sales and marketing and one. So this episode was brought to you by drift. More than 50,000 businesses use drift to grow revenue and increased customer lifetime value faster drift, helps their customers online sales and marketing on a single platform to deliver unified customer experience. Where people are free to have a conversation with businesses at any time on their terms, learn more about drift at drift dot com. Alright, let's do this episode 37. Is this a good time? Alright, here we are with Gene Hopkins. She is the C. R. O. Chief Revenue Officer at Happiness Gene. So happy to have you on the show. Thanks a lot appreciate it. It's been a process. It has been a process. We gotta start, stop, start, stop. I'm sure this makes for a good podcast and telling everyone about the trials and tribulations of us. You know, it's a technical thing, right? And nothing ever goes smoothly in these things. You always have to prepare for the hiccups. I appreciate that. Well look, we're all meeting no filler. Let's get right to 18 0 is a huge title. How did you get to where you are? What do you do today? And just tell us about the journey? Well, I think that I've always been involved in sales and marketing and I think that a really strong marketing person has a sales backgrounds, carried a bag, understands what happens with sales people that a lot of times marketing and sales are very siloed in organizations. And I've always felt that my role and responsibility is for the complete customer experience. So if...

...marketing is bringing them in and then sales is actually selling them and then customer service, our customers success is making them, let's call it happy, right at the end, it's all part of the same process that you're making certain promises with your product, your service you're offering and you want to make sure that that consistency is through all of your communications. So when you talk about revenue, I like a goal. I just, I like to be able to know that I'm going to be able to hit a number or hit whatever whatever it is. And I enjoy that most of all. So that's that's kind of it. That's that's what I like to do. I love it. And, you know, I find so far in all the interviews that I've done, there's a lot of folks who come from the marketing world that end up leading revenue organizations, right? And leading sales organizations. I mean, some years back, you you were the VP of marketing at hubspot, by the way, lot of folks that I know find the content that comes out of hubspot as incredibly powerful to their own processes. Yes. Tell us, tell us about that role. That that's just that's an intrigue. I mean, that was at a point how big was hubspot at that point. We had a few 1000 customers. I went to work there in 2009 and stayed there for three years. I worked for Mike Volpi, who was the CMO. Part of the reason Mike brought me in was because of my sales experience being able to work with sales. One of the things that mike, you know, in terms of the concept of inbound marketing is he wanted to hire marketers or people on the marketing team that maybe didn't have any marketing experience. And so I was a corporate, you know, had that corporate background, whether it's publicly traded or private or whatever it was, but it's so much of it is about budget, right? You know how much you're spending and the whole rocket ship of hubspot. We had to figure out how to be able to support the hundreds of salespeople. They all needed leads. You couldn't, you, you had to have a pipeline and it had to be consistent so that they could make their numbers and a salesperson that doesn't make their...

...numbers, that's not a very happy person. So the whole concept of smarck eating, which is a damn tire mike, Volpi words, sales and marks marketing, right? So it's really being able to think about how do you feed the sales team? But one of the special things about hubspot is everybody is not a good hubspot customer because you know, the sales people started to learn that you couldn't just sell to somebody the fog a mirror. You had to make sure that they have the ability to create content to be able to use the concepts of, of inbound marketing and whether it's creating the landing page. Being dedicated in your cadence with communications to your customers or your prospects or whatever. But I think that as the company has continued to grow and expand on a global basis, they realize that you can just go and you can see all sorts of communications that are devoted to specific areas. So now they're supporting not only marketing, different kinds of marketing and they have a whole research arm as well. You can get certification and a whole host of things at zero cost on hubspot through their hubspot academy, which is pretty amazing. They have customer service, they have a crm, they have a whole sales hub, they have all these different tools that makes their solution not just a one stop. It's they have all these points solutions under their entire platform that makes them extremely valuable. So interesting. And now today, your unhappiness, you've been there a short while, not just a couple of months, just a couple of months. It's what's what Unhappiness? Well, it's a nice name, it is a nice name, it sounds like happiness. Right? So it's uh, we are a laundry service provider technology platform And we work with laundry laundromats across the United States. We're currently in 26 states And representing about 10 of the United States zip codes right now. And we're growing very, very quickly. This month we're on track for to exceed...

...the number of sign ups that we were projecting. So we people sign up and then the cool thing about us is that we work with these laundromats and we provide the overlay to help them do pick up and delivery. Now, why is that why is that important? Well, laundromats are extremely capital equipment intensive. You know, you spend a million dollars, $2 million with your washers and dryers in there. And then when you think about excess capacity, the excess capacity is usually in the monday thursday range. And so by overlaying pickup and delivery for wash dry fold and next day return. That gives them the ability to be able to take use of higher people. Be able to, we have branded vans, we have branded shirts, branded drivers, branded everything that go out and do the pick up. So we have these really cool giant blue bags that they, they put the laundry into with tags and it's a, it's a really great idea and it's not that expensive when you think about what is your time worth you? Do you have your house clean? Do you have your lawn mowed? Do you know, do you have any of these things done for you? Well why not your laundry? So it's a, it's a really great idea and the founders of the company have a lot of experience in plunder mats. Oh, interesting. Yeah, I mean, I've always stayed in food and beverage, so clearly enjoy niche technology, right? Like, and I would say that this is like technology now there's probably application outside of that. Just a curious because this is me being curious, any revenue management with that? Like is it more expensive on a friday and saturday? It might be, you know, it's, it's my pound. It's actually buy it and what it should be, but it should be more expensive on it. Well, it's some, some other, some competitors, for example, if you want next day delivery, they charge an added fee for it. And what we do is we personalize your laundry so you might decide, Well I like, I like everything...

...washed on hot. I want everything, you know, hot Wash, hot dry and I only want you to use 7th generation detergent. But then there's other people that want tied or you know, there's all these different detergents, selections, heat and hot water and how you want your clothes dry. Do you want them folded? You want them hung? It's totally personalized because when you think about your own laundry, you're a guy. I'm sure when you do your laundry you throw it all in the laundry basket and it kicks into the corner of your bedroom and you're like, hey, I need a new shirt. So I do not. I, in the words of Sam Jacobs, I have class. I am not, I am not a frat boy anymore. Well, I'll tell you, I've talked to a number of guys that are like, oh man, I wish somebody would fold my laundry, folding laundry is like one of those tasks that so many people do not like to. Yeah. Well look, it's fascinating to hear about your career. Look throughout it. What moments might you point to lock or hard work is getting you to where you got to today. I think that I've always been very appreciative of the people that I work with and that work for me. I am a big believer in teams and I've been lucky enough over the years to be able to have a number of people on my teams that have gone on to become cmos or the ps of marketing or directors of marketing. Actually, I have more recently, a young woman that I had hired at Continuum as a marketing associate, she had just graduated from the University of Rhode Island and she was just named director of Marketing and Notarized and I'm just so happy for Courtney is doing a great job and I just love working with people and watching them grow and and just achieve wonderful things. It's a it's a it's quite a thrill. Yeah, I guess, you know, it's funny, a big piece of luck that I've seen all the episodes of of asking that question. It's never been brought up. You know what's lucky when you land in a place that has a lot of people you like because you don't you don't get more than a half hour maybe to meet some of them, but like you land in a company And you're like 80 of the...

...people in that company that really matters about how your performance is going to be. Like, well I like the bringing younger people along and bringing them on at a level that allows them to be successful. And it's always cracks me up about how they move in pods. You know, they'll go out and get coffee at lola dot com. You know, they'd all go out as coffee time and you know, in the morning, 9 30 then in the afternoon at three o'clock or they go out to lunch together, they're all coming back and usually I'm in meetings and I can watch the little heard of them coming back, but it's, it's wonderful that they, the teams that I've been able to work with have really been able to bond together and not just have, you know, a bunch of silos or independent contributors, but to actually have people work together as a team saying I worked with Emily or Caylee did this or might get that, you know, that sort of thing. That makes a huge difference. I like that. Well, look, you know, when it comes to getting stuff done, there's always tactics involved. Give us a tactic that you, you know, you think somebody can use in their daily routine, starting tomorrow. What's a, what's a real straightforward thing that they trick or tip? I should say, answer people whether it's email or slack, you have a responsibility to respond in a timely fashion. And it's amazing to me how many people think that if your ceo or a team member or somebody on your team asked you a question, you have to think about how you can manage these multiple swim lanes so that you can get back to them with an answer so that they continue on their workflow. And um, it's sometimes I've had the unfortunate experience of working with people that don't recognize that they need to be more in a real time aspect. And at a corollary to that would be if you're young and on the team just because it's saturday and sunday, I suggest that on saturday morning and sunday night you...

...just take a quick peek at slack or a quick peek at your email to see if there's anything that's like really life threatening out there that you can help somebody out with. Because as an executive you end up in some of these situations where you're getting asked some of these questions and you don't have the ability to get the answers as quickly as you would like. That's fair. I like you pointed out young people there but I will say the older I get, the more I'm checking on the weekends and then the less so. But I don't expect people to be online. 100 just Thank you for making that clear because the whole the whole hustle porn thing, you know, getting out there and working, you know 100 hour weeks. I'm not into it. No. Well it's not fair. It's just not fair. I mean there is a balance to your life. I mean whether you call it work life, but you're gonna have different stages of your life when different things are more important than other things. Yet you do have a responsibility within an organization. I think about, you know you have a different responsibility as an associate, you have a different responsibility as a manager and then as a director as a senior director and so on and so forth because you're managing much larger scopes of work and there's a lot of inputs that are happening there and people respect responsiveness or at least an answer. And even if you can't answer and say, I don't know but I'll make sure to find it out for you as soon as exactly exactly why I acknowledge that. I saw that. I love sometimes in a slack message I see this, we'll get on right, that's enough. Heard just like just heard you really want thumbs up emojis back to me. Right? I mean you read it at least. Well, you know, here's the speed round for us. Uh, you know what's something you're hiring for today? I'm hiring for people that are, I would like to be able to have marketing programs, managers that can run email programs for specific market...

...segments and personas, product marketing. Actually, anybody that really wants to learn and uh, be successful because this is a great company with a lot to offer. Nice, amazing remote anywhere. Doesn't matter. Yeah, who cares? Right. What the hell? What the hell is in office? As long as they respond, As long as you respond, Not necessarily the weekends, but kind of uh, she gives some shout outs. I know you're you're shouting out some folks on earlier, but you know, some, some folks that you file for content and maybe some up and comers. Yeah, I love daniel Murphy. He's at privy. He used to be a drift. He's a really smart guy. He was also at hubspot, really smart guy. Product marketing guy, really, absolutely astounding. Tim roe R O W E is at one screen dot ai and he is doing some fantastic things. There's a lot of great people that we should follow and just learn from and comment on. So that's just a couple of people that I happen to know one like, and there's tons more than, you know, you don't want to hear the phone book. We probably don't have time for it. Any, anybody that you'd want to call that. That's like somebody we should keep our eye out for like a rising star if you will. Well, I love Mike baker, he's at form stack right now. He's an absolutely phenomenal guy. And um Colin burke Kahlenberg just went to a new company and I'm trying, he's working with dan slogan right now. I love Kaylie O'connell. She is an absolutely amazing marketing programs. People, there's just, you know, I could just go on and on. There's Kathleen Burns is at a new company. So a bunch of people that I worked with that Lola dot com there, they've gone on to great things. So after they were going to get coffees together now there are all of them. It might Crawford my Crawford's at lola dot com still and he is an amazing customer service person. So customers success. He makes, he makes his partners really, really successful. And...

Lola was not just your last role. So I love how you pick all these people that you remember their names and I it's incredible that it means you think about them, which I do. I do think about them. A lot of thinking about you all right. All those questions for everyone else. Give me give me what I want, where should I be eating? Where should you be eating? What's the restaurant recommendation you're making for me? It could be in Rhode island. I'm close enough now that I I don't live in Rhode island. I live in massachusetts. So why don't I say Turks in Mattapoisett, massachusetts, which is uh, sushi a fish place and it's right on route six and a lot of people know about it. It's a fun place to eat outside. Outside. There's no inside. Hopefully when we're putting this on, there is no more pandemic. We'll see. We'll see. We'll see. I hope you're right. Me too. Well, jean, thank you so much. I really like, I really love hearing about your journey. You know, you've helped so many amazing roles and positions and I hope you Sure. That's a good thing. Of course it is. You can't get to where you're going unless you have some stops along the way. Come on. Who wants the same same company forever. I hope you continue mentoring in the way that you do because clearly a passion for it. I do definitely awesome. Thank you. Okay, talk to you later. Thanks and all right, that's our show. Thank you so much for listening. I genuinely mean that if you love the show, please rate review. Hit me up. DM me tell me you love it. I'd love to hear back from some of you what's great, what's working? What's not? We're almost 40 episodes in. Let me know a reminder. This episode was brought to buy drift the new way businesses by from businesses. You can learn more and get the conversation started at drift dot com. I had so much fun today. I hope you did too. Now go crush your numbers. Say something.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (227)