Host Jim Obermayer interviews Jeanne Hopkins CMO of SmartBear on this volatile topic. In this fast paced interview, they discuss why creative right brained marketers must become more analytical and left brained in their approach to marketing metrics and measuring the ROI for their programs. Jeanne says marketers have to leave the arts and crafts mentality and realize that marketing has to produce measurable sales or creativity is next to useless.
Hopkins comes to SmartBear from HubSpot, a marketing software leader and pioneer in inbound marketing, where she was vice president of marketing. Her marketing leadership helped HubSpot become the second-fastest growing software company in the Inc. 500 by generating 45,000 new leads each month. Hopkins previously was CMO of MEC Labs, owner of MarketingSherpa, MarketingExperiments, and InTouch, and senior director, marketing programs & communications, for Symmetricon, a leader in precision time and frequency technologies.
Hopkins, a firm believer in the top-of-the-funnel lead-generation capabilities of inbound marketing, is coauthor of the book Go Mobile, a step-by-step introductory look at starting mobile marketing efforts that has been the #1 best-selling mobile marketing book on Amazon.com. She is also one of the top 10 Sales Lead Management professionals for 2011.