Dan Tyre devotes as much effort to giving away what he’s learned as he does at his job. Dan was the first salesman on the original team at HubSpot in 2007. Now he’s sales director, overseeing “smarketing” — sales + marketing — for more than 750 employees.
But he admits his own mission is more ambitious still: “I want to do the most good I can for the universe,” Dan says, and he starts by sharing what he knows. “I’ll sit with entrepreneurs and ask, ‘Where are you stuck?’” Dan says, “because entrepreneurs hit these things all the time. So if you find somebody else who’s been through it, who’s seen that movie before, that’s very valuable.”
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| Rise Grind Repeat 100 |
On today’s 100th episode of Rise, Grind Repeat, we talked to Dan from HubSpot, we talk about the five things that you need to do in order to scale your business. Let’s dive right in. Good. Dan, thank you so much for joining another episode of Rise, Grind, Repeat. I’m excited for this HubSpot has been in my life for quite a while being in the digital marketing world and to know that you’re one of the first salespeople ever hired there. That’s, that’s crazy.
I agree. It’s a first of all, we were just talking about this. I’m the luckiest guy in the world. Right. When I tell you the story of how I started with HubSpot, it’s incredibly amazing. But over the last 14 years, even more more impactful, right, because when I started out just about they were six people. Right, it was Mike Volpi, Mr. Pro pairs, Coleen Coyne and that was it. Right? And in my entrepreneurial career, my fourth startup, right, my boss was this guy, Brian Halligan. Right. And when he started up, he called me. He called me and he’s like, we’re starting this company in Boston. And we’d like you to join. I’m like, Alright, well, I’m a little busy now. And you’re in Boston, and as 2006 and he’s like, Yeah, but like, you’re pretty good sales guy. You’re pretty good startup guy. So we want you to like, join us. And I’m like, Alright, so I went to Boston. I interviewed with Dharmesh. Awesome, guys. Right? Unbelievable. And my boss at the time was Marco bears. He was the VP of sales, right? just graduated from MIT, the first 10 employees about Hubspot all graduates from the Sloan School of Management MBA school except me, right? And I’m like, oh, my goodness, these guys are the smartest people I’ve ever met. And, and they were incredibly smart. And I was working with Mark, and he was the kindest, nicest guy, right? The first chief revenue officer, Vice President sales mode Hubspot, and he’s on the phone. And he’s talking to a guy. And he’s like, Oh, yeah. Oh, yeah. Just nod. Like really chill. Really cool. And he’s like, Oh, yeah, yeah, yeah. Yep. 250. Yep. Yep. Oh, yeah, I could take, I could take your credit card right now. And he took the digits, right on the phone as a, like, 30 years salesperson. Yeah, like what just happened? He just have a conversation on the phone and get a credit card. And in fact, that’s what he did. I’m like, I need that skill. Right. So I joined up and then over the last 15 years, oh, my goodness,
Incredible. Right to now I’m sponsoring 120 countries, right? 4200 employees, right, five different software products, the leader in inbound, the number one CRM for scaling companies, like socially responsible, two things about HubSpot that are just amazing. And number one, we just announced a new product called ops hub, right operations hub, which is super exciting. It’s our fifth hub. And it starts at free. Right. And one of the things that we’ve learned along the way is this freemium model where you get stuff do you like free stuff? That’s
no yeah, I mean, yeah. Why do you like free, I get some value and don’t have to exchange anything. I mean, I don’t exchange any monetary value for whatever that is.
People love free stuff, though. Usually we’ve done all the research, there’s a variety of reasons why people like free stuff, right? One is because it’s a little less risk. Number two, you get value almost immediately. Number three, there’s ability for you to try it out just a little bit. But the number one reason most people like free stuff is because you think Colin’s paying for it and then you’re not paying for it and you’re like, Oh, I’m getting a deal. And you feel like you’re special. Right? And so this like freemium model, this ops of our fifth of that was really starts to free right helps you sync your data between systems and HubSpot. And then on Earth Day, I’m Hubspot announced that we’re carbon neutral. Today, right now sometimes. exactly six, nine, and how do you feel when you see that right here? Like Okay, okay. They’re like moving in the right direction. Yeah, really, like get more time because they at least they’re aware that they’re horrible people and they’re destroying the environment. But my buddy Whitney Sorenson, oh my goodness, he puts out this press release, and he’s like, man, today. I’m like, What do you mean today? He’s like, we’ve reduced to zero our carbon footprint since 2006. Right, and moving forward will and I’m like, oh, my goodness, I was thinking ahead. I know and it’s been an unbelievable journey. My background is an entrepreneur. I’ve done five startups in the last 42 years. I’m a little bit quirky, which you’ve already you already know, because we’re doing this live. Yeah, like time do you want to like come down to Tempe and mix it up is like human beings. And I’m like, I don’t know Dustin. I know. The first time I’ve had pants on and by All right. And I’m like, Oh, it’s like I’ve had two vaccinations. Right. I think I’m ready to go, right? These guys are responsible. All right, let’s, let’s try. And so this is the first day that I’ve been out and about, I went to the airport, drop my son off, I went to galvanize, you know, galvanized. Yeah, and did a little work there and took two meetings, and then drove over here. And so it feels great to get out in like, in front of actual human beings, right, and, like, interact is a social person. But I found that my background 42 years, I worked my way through college selling books door to door in the 1980s. When I went to Colgate University, I was a bass player and a heavy metal rock and roll man. Right? I had long hair, it was awesome. I don’t know any bass players in your life? I don’t think so. Bass playing is a very good foundation for a business career. Because if you’re like a lead singer, guitar player, you always want the spotlight. It’s all ego, like bass players don’t give a shit about that what bass players care about is they want the foundation of the band, the foundation of the music, right, and they’re just in it for like the creating the sound, right? And, and all the bands that I play it all through college, and I was a professional musician for a year after I graduated, that was like the key to business of working with other people on their like, their vision and mission to try to make something that’s meaningful. Anyway, my first startup I want when I got out of college, I joined this company called the computer store. And you’ve never heard of them because they’re out of business. But it could have been the worst run business in the history of America. It was incredible. I got hired by this company, they had an exclusive to sell Apple hardware, Apple computers, east of the Mississippi. Right, and they some exclusive no one else can sell it. They were though, they somehow found a way to screw that up. It was amazing. Right? And I worked there for a year and my boss, this guy, Roger, he comes in one morning and says, I’ve got some news. I’m like, Alright, what is he goes, I’m leaving. And I’m like, Where are you go? He’s gone. I’m going to a start up. Like, what’s a startup? He’s like, it’s a small business that’s going to grow very quickly. I’m like, All right, good luck. He’s like, Oh, now I want to take you with me on like, I got a job. He goes up pay $1500 more a year. I’m like, yeah.
We didn’t even call the startups back then. So it’s amazing, right? You guys in startup nation. Yeah. Like everybody has a side hustle. Everybody started. It was amazing. And this company went from $3 million. When I joined in 1982 to 1,000,000,004 in nine years. And I started as like I was just a sales guy. And I worked in Boston. I work in Framingham. I work in LA, I work in San Francisco. My last responsibility was in New York City, where I ran organization about 300 people and was responsible for 30% of the profits that’s coming. And it was amazing, right? It was amazing. It was not my business model. It was Dave Norman Enzo trez he was amazing introduction to fast growth. And I fell in love with it. Um, it is awesome. This is great, right? It’s fast paced. It was very similar rock’n’roll band, right? Everything was like all over the place all the time. Right? You got to make split decisions, you have to think very, very quickly in the business of buying computers in the 80s went from 40 points of margin big fat margins down to nothing. Right. And so it was a real challenge. And I quit, and I started my own business, right, which was an agency in Needham, Massachusetts. So the reason I’m here not only because you asked me or Alyssa asked me, which was very smart on her behalf, but also, there was collaboration software that was brand new called Lotus Notes. You ever heard Lotus Notes? Yes. Okay. At one point in time, there are 100 million people who used and I was on in New York working for San Jose bass company. And I had a hard time collaborating, so I thought maybe there’s other people in the world who need collaboration software. So I started this agency around Lotus Notes. And over the next nine years, I grew it to $30 million company, about 260 employees, six locations across North and you run an agency, so you know. Yeah, and once again, it’s just luck. Just total is timed it perfectly, just dumb luck, right? It’s just like, in that process, people had to move to a certain type of either collaboration technology or they had to upgrade their email. Right. So everybody was making decisions on either Lotus Notes or Microsoft Outlook. And so we were able to scale. Start in sell software products, and then in 1997 Right. Phoenix based company is like, okay, we we should combine the two companies and it was a good decision. So we merged the two companies. And I was telling you in the briefing meeting, you’re like, but how did you get to Phoenix? And I lived in Boston at the time, and I’ve been a big city guy, right? with business plan and others. And they’re like, No, we need you to come to Phoenix. And I’m like, I don’t want to go to Phoenix. And they’re like, No, no, this is where the corporate headquarters is, you’re gonna be the VP of sales and marketing, and you got to like, be on the board of directors. And back in those days, 1997. You really couldn’t do it the way you like, can do it today. Right? There was no really Virginia. So they recruited me in December. And what’s it like in Phoenix, Dustin, in Phoenix in December?
It is it is the most amazing state in the country. I think it is. The only reason why people move to air is the thing that will get people to move to Arizona,
come from like two feet of snow. And I’m like, I’m like, wow, there’s just like you. Yeah, right. They all got like t shirts that I’m like, okay, maybe I could spend a year and I’ve been here for 23 years. Right? And I love Arizona, it is awesome place to hang out. And it’s a great business environment here. Right? Very weird time at a very business friendly. Sandra Watson, who runs the Arizona commerce Association, unbelievable in the way that we’ve attracted both existing customers, we’ve got a great entrepreneur ecosystem. If you want more information, go to Greg’s list, you know, Greg’s list.
It’s funny, we’ve just stumbled on it. And it’s, it’s, it’s amazing. I think I was introduced to it last week. Okay, so
Greg head, right, who is the founder of specialty Boyd and scaling point and Greg’s list, right? About five years ago, when we were talking about supporting businesses here in Phoenix. We’re like, you know what, we need a list. And I’m like, yeah, we need to like, understand who’s here and who’s You know what, and I’m like, we should get together a spreadsheet. He’s got a spreadsheet, well, we need to have an app or something like like, and I’m like, Alright, that’s too hard for me. He’s got I’ll do. I’m like, I’ll do what he’s like, I’ll create this like listing of all of the startup companies here. And I’m like, he could do that. He’s like, yeah, so he did it. Right. And at the time, there were I don’t know, the first time we did it there on him. 43 companies, and over the last five years now, Greg’s list is in 12 different cities across the US. Greg head, who is part of Phoenix Startup Week, this week, stays in my guest house when it comes to finance, right. He’s just such a nice guy. He’s a good guest, too. He is a very good, he always leaves like bottles of wine when he leaves and stuff. And it’s so it’s so much fun. When he’s here, I never see him, right? Because he’s always in and out doing all the meetings and stuff like that. Now he lives in Dallas, and he’s got very successful business scaling program that helps people realize their goals and dreams. And he’s doing all this good for like Phoenix and all these other places all over the place. So very exciting. Ah, my third company went bankrupt. Right, which taught me business planning and humility. And it was horrible, right? I don’t know if you’ve ever had to put a company into receivership. Now, okay. I’m telling you, it is horrible, right? You cannot sleep you feel bad. And there was some extenuating circumstances. But I had to go into 12 locations across the United States and say, Tell our employees we have no money. I gotta tell our, our landlord, I have no you can have the furniture if you want, but I have no money. And it was amazing if how nice people were, they’re like, okay, thank you for letting us know. And I’m like, okay, you’re not gonna yell at me. You’re not gonna, like, threaten me and sue me now. Like, now it happens. Actually. We’re pretty. Like, we appreciate you coming and tell us most people wouldn’t say anything and just stop the chat. And I’m like, I will. You can take the furniture. They’re like, now take the furniture out. We don’t want the furniture but amazing. And over the last couple of, say, 20 years, I’ve helped the handful of companies move into bankruptcy. Because when it’s not your baby, it’s a very valuable skill that yeah, oh, yeah. My fourth startup got bought out by Microsoft. Right. And, like, it’s just amazing. I worked for groov networks for four or five years and my boss was Brian Halligan. He went to MIT met Dharmesh. And when they started up sweat, they’re like, okay, we want you to be the first salesperson for insulin. And I’m like, Really? That’s amazing. And so I joined that and 14 years later, amazing aswell, something amazing,
big impact in the world. Right. Our mission statement is to help millions of businesses grow better, right? People as individuals that HubSpot Academy, which I do a lot of work for, on spot for startups, which I do a lot of work for. Free Software, which everybody loves free software, all of these ways to help as an individual as a leader as a manager as social responsible citizen as a business owner with technology, and it’s the crown jewel to a 42 year business.
That’s that amazing story.
Yeah, like an incredible twists and turns along the way. Number one, I work with Steve Jobs in one of my iterations were amazing, right? I think he hated my guts pretty much, right at one point in time in my first startup, right? We had an exclusive to sell computer by the name of the next computer. And if you ever heard of NeXT Computer I have not okay, so anybody who knows to read the biography knows that he got kicked out at Steve got kicked out of Apple, right, because he was a visionary and wanted to kind of do his own thing. When he did that he was a super smart guy, specifically around manufacturing. And he thought he could like envision the future type of computer. So he created a company called the next computer. And business land was a reseller of computers. And we cut a deal Dave Norman, the CEO cut a deal to be the exclusive reseller of next computers. Right. So I think we bought $100 million worth of inventory, so you couldn’t get them anyplace else. And it was very, very interesting looking machine. It was not color, right? It was a big machine. It ran Berkeley Unix. There wasn’t a lot of software available for it. And I ran New York at the time for this company, this land and they’re like, Alright, Steve wants to come to New York. And like, so next computers with you? And I’m like, Alright, well, let’s go. And so we would like go to the biggest companies in the world, right? And he’s tall guy smells a little funny, right? very amazing salesperson, right? Very, very focused, right? And could answer objections. People say, Well, why does it have color, and he would point at him and he’d say, you don’t need color. Right? The color that we can deliver today is not the level of color that really increases productivity. And I like very well, your Steve Jobs, you must know what you’re talking about. And then at night, we would go to the Four Seasons, right, we get a banquet room of 30 of the luminaries of people in New York, this, these are people you’d see on Forbes or Fortune magazine is amazing. My job was to entered like to, like get everybody seated, and then clap on my glass and say Ladies and gentlemen, Dave Norman, Steve Jobs and then sit down and all of these people like Gideon Gardner, and john Goodfriend and john Reed, all these guys that like you see, on all these magazines, right, I’m sitting next to him, right? And I’m this 29 year old kid going like, oh, my goodness, what did I just like? It’s amazing. And like, it was a tremendous, like, learning, right in the development of my business career in credibility, understanding how to engage with other folks, and just a super cool chapter in my That’s
awesome. That’s awesome. I mean, you’ve had so many different experiences, lots of lots of ups, a few downs, but I think everyone needs to go through those downs in order to conflict.
Okay, yeah, I just did my presentation yesterday with Amelia Wilcox called pivot and grit, right. And we spoke at Phoenix Startup Week, which is an amazing event. And we were talking about, I’m on the board of directors of her business called z innovate. And Amelia I love telling her story. It’s, it’s amazing. She’s the wife of a fireman in Utah. And they started an outdoor company selling supplies, outdoor supplies, and they went into a little bit of tough time. And they had a seller inventory and it was hard. She told her husband. Now I’m going to start another company. He’s like, No, no, we can’t do that. He’s like, she’s cuz Yeah, I’m a massage therapist. I’m going to start another company. And he’s like, Alright, we’ve got my salary from the like, being a fireman.
Okay, this is pretty risky. So she started a company called corporate massage. Right? And are you a massage guy? Do you like somebody rubbing your back?
I mean, I don’t get them often. But when I do I love it. Yeah,
it turns out most people do right. Some people are like, yeah, that’s my back but like people say you could cut my pay 30% do not like lose those massages. When that lady they. They come in with these purple chairs and you lay on the chairs. And that lady just sends you into orbit and own via
It’s amazing. And you’re like, Oh, I
feel so refreshed. It’s so good. Anyway, over nine years, she built the $6 million business, the number one corporate massage. We had these relationships with all the big tech companies all over North America. We employed 1200 part time massage therapists, mainly women, right? These are not like Uber folks that are contract, right? We paid in every single state.
Oh really well.
The licensing because they were part time employees, right. And there were things that we can give them benefits that we had to pay. That was the right thing to do. Amelia made all that decision, right. And we grew the company to $6 million. It was amazing. And then in February of 2020, right, we start seeing the information come in about a global pandemic. And I’m like, all right. Emilia model, let’s see if 30% of our business drops, then model 45% and 75% for let’s say, 90 days, right? And in March of 2020 100% of our revenue just wiped out, wiped out, right? You’re an entrepreneur. 100% of your revenue wiped out next week, what would you do?
I would get very aggressive on the sales front. I would, yeah, figure out how to I mean, obviously, if you have to be there in person, how can we do this virtually, you have to pivot you have to figure out do is this industry just dead? Or is there a way that we can still provide value with our expertise? And then how do you position that just be on the phones and reach out? And is this
fine? Something else? Yeah, that’s awesome. That is a great answer. Not everybody pivot to that. I thought you can put a fork in this business, right? There’s no way we spent six years she’s gonna lose everything. Amelia thought exactly like you. She got on the phone, she started calling everybody she’s like, okay, we have these people, right? They’re skilled in this, we can’t go on and do. Like massage. What else can we do? Can we walk your dog? Can we deliver your food? Can we get your toilet? But what can we do? Right? And she started hearing about the wellness of all these employees. Right, she started hearing about, you know, what we’re really concerned about, no one’s come out of their house for the last 90 days. And so she created this, like concept of EAP, or employee assistance program, which many people have, it’s a health benefit that, like lots of established companies have, that didn’t make a lot of sense. Because you buy it as a company, you give it to your employees, and then no one ever uses. Right? So it’s like, but in 2020, everybody needs it. Right? The global like, mental health is,
that’s that’s the biggest concern with all of this is the mental aspect of staying in zoom not having human interaction. Yeah,
that’s why I’m here, right? I want to like I said, Listen, you guys, because like you’re human beings, right? And it’s much more fun, and it’s much more interesting. And as social beings, we like crave that interaction. Anyway, she heard this enough. She’s like, okay, we need to create better mental wellness. So we’re going to create an app, she raised a little PPP money from the federal government, she got a loan, and she spent a quarter million dollar building an app. And then she’s like, okay, exactly what you said, we got to sell it. I’m like, well knock yourself out. You don’t know anything about EAP? She don’t know anything about really what the customers want. She goes, Oh, yes, I do. And what I don’t know, I’m gonna know. And over the last five months, generated 300,000 ar, this woman worked 90 hours a week, right? This woman worked herself into a little bit of a health scare, almost because it was just her. There were three people in the company, we had a furlough all of these part time employees because they couldn’t go to work. And it was amazing. And like, she would text me at seven o’clock on Sunday morning. She’s like, Alright, I’m almost finished with that debt. Can you review it at nine because I got an investor meeting. She, we now have dozens of companies, customers, right? We’ve raised a million and a half dollars, the company is scaling very, very quickly. And it is amazing, right? And it shows the hustle, right that you guys understand and successful companies understand all the time and super excited to be like, associated with renovate. That’s the name of the new company and helping mental wellness, wellness all over North America.
Yeah. Well, it sounds like you both are good at identifying a need in the marketplace. And how can we bring a solution which I mean, that’s what all good businesses are, is bringing a solution to that need. I mean, you’ve mentioned you’ve been lucky, but I think it’s just whether it’s having that good eye or a hunch, there’s been something that that you’ve been able to identify an opportunity whether you saw a blatantly or just, I don’t know kind of felt it, but it sounds like you have a knack at just identifying that a need is in the marketplace and you just figure out how to build a troops around it and bring a solution.
Well, it all starts with your why. Right? And Simon Sinek is famous for saying Alright, what do you want to do? my mantra is to do the most good for the universe. The reason I’m here is your friend Alicia. So like I said, Alicia, Alyssa. Alyssa is like, Okay. We want you to come down to Tempe and be on your podcast. I’m like, all right, she goes, you’d help us out. I’m like, Oh, those are the magic words. Right. Like I want to do the most good that I can for the universe and of being a successful business person being successfully associated with HubSpot, having written a book, the inbound organization, all of that, given that, right I run a mentor program, you can find out about it the entire.com, I work with dozens of companies that scale, I do office hours, either galvanize or the department or the Henry, once a month, where I’ll sit with entrepreneurs just like you. And I’ll say, all right, where are you stuck? Right? And based on my background and experience, if I can identify, right, what is like holding somebody back what the issue is, right? The areas we sometimes call many inhibitors to growth, right. And you know, as an entrepreneur, you hit these things all the time, if there’s somebody else who’s been through it, who’s seen the movie before, it’s very, very valuable. And I try to make that myself available to that through my angel investments. Today, I have 25 companies that I’ve invested in here in the valley and elsewhere. I work with a organization called seed spot, do you know seed spot, I do not okay. started here in Phoenix, and is expanded across the United States socially responsible companies, right. So they have an incubator that helps scale companies that are trying to do good things for the universe. I’m like, yeah, I’m all in for that kind of stuff. And then here in Phoenix, we try to be the most empathetic, and the best entrepreneurial ecosystem that we possibly get, we’re never going to be San Francisco, but we can help people we can reach down and help. And there’s lots of ways that lots of experienced business people are like, putting time, effort and money to try to do that. And that’s what I like spending my time on
that I love hearing it. It’s a I mean, we’ve set it in here quite a bit sounds, I guess, cheesy or whatever. But it’s, you know, have someone that knows how to create content, run ads, and all that type of stuff. Our goal is that we just help change family trees. And that’s not just the businesses that we help. I mean, and it’s not just from a financial perspective, it’s, you know, maybe we provide enough whatever, to have the resources to hire people, so you can spend more time with their family or put your kids through college. But even more so the businesses that we help the consumers that they’re reaching, they might have a product or service that would have never been found by this person. And by finding it, it makes their day to day better, that gives them the opportunity to do whatever it is that changes that family tree. So hearing you say that you just love the you know, do good. I love hearing that because there’s more
good for the universe. I stole that from my son, right? Who is that kind of person I daughter, Sally is very socially responsible as well. And my beautiful wife, Amy, who have been married for 32 years, actually should have her on the podcast. She’s the smart Tyre. I’m all the big energy. She like actually thinks things through and cheese helps young people transition. And it’s got an unbelievable, unbelievable knack for asking the right questions and has a huge heart and a spiritual and a yoga instructor and a life coach and all these kind of things. But that’s the key, right is at a certain stage in your life. It’s not about just having fun, or making money, or learning stuff. It’s about how you want to really give back and it sounds like you have an inbound philosophy of helping that sell. And that is the biggest impact that Hubspot has made in the 14 years. Right. I can remember meetings were Dharmesh, and Brian and everybody would sit around a table like this eyes and be like, Alright, do you want to help everybody? Or do you want to just help our customers? Right? And I’m like, holy cow, these? That’s an amazing question to ask, how can we do? And we would say, okay, everything that Oracle will do, let’s do the exact opposite, right? Because they’re like a very good capitalistic company that, like, reaches in and rips out your soul if you’re employee and like, it’s all about the transaction, if you’re a customer, right? That doesn’t seem like the kind of business that we want to be associated with. Right? We really want to help people and the foundation and the reason I read the book inbound organization, by the way, you can go to inbound organization that calm there’s tons of free stuff there. My co author, Todd Hockenberry, who is the best co author in the history of books, right has constructed this whole website with all these assessments and things you can download, and there’s 24 podcasts is all about inbound. When we first started, it was about inbound marketing. Yeah, right now, that’s what you guys do, which is you can help a customers trick out their website. Yeah. Right. So they can get leads. Right. Right. And that’s like, the way it’s done in 2021. When I talked to all these startup companies, I’m like, Alright, well, where are you going to get your customers from? And especially the technical guys, they’re like, Oh, that’s a good question. I’m like, Okay, well, you got to kind of think that they’re, they’re like, now the product is going to be very good. I’m like, I got that. Where are you gonna get your customers from? And there’s only one way to either proactively go after or have your customers find you. Yeah, right. And the whole inbound philosophy at the very beginning 2007 was, check out your website. Make sure that people find you when they’re doing Google search and social Although in 2007, there was no social media, so that developed along the way, and then be of service, right? Have something people can download of interest, right? That would help them exactly what you were saying in regard to your families, your family tree helping and and guess what, right? A global pandemic accelerated that, right? Because we were just talking about the legacy or traditional businesses, there’s lots of people that you get business by Go bring him a doughnut and a cup of coffee, right, but not in 2020. And all of those industries, companies are now accelerating to really understand that it’s critically important that they’re digital first, right? It used to be all right, we’re going to be like human first, and then we’re gonna have a digital presence now. It’s got to be digital. It has to be and I have all the data in the fact, one of the great things about working for HubSpot is we have all these data scientists, right. And if you go to industry, HubSpot industries to statistics, right, you just Google that it’ll pop right up, you’ll see that we track 103 of our 1000 of our customers. And we put their information in aggregate by region and size of companies so that you can see how things are going amazing. Isn’t that great? Right? First of all, it allows you to do the benchmarking, where you’re number two, you could say out the whole construction industry in like a pack is a little bit down or Wow, look at the growth rate of professional services and healthcare. And all of that is very valuable when you’re entrepreneur and you’re trying to scale. The inbound organization. Everything I learned in HubSpot, I always joke and say, like, everything changed in 2007. Because first of all, all these founding members of HubSpot, they were all brilliant, right? They they would just say stuff that I’d be like, Okay, how did you figure that out? Right? They were all MIT guy, they would have like little equations. I’m a cool guy. I’m like, okay, there’s no equation for going out and getting like business like that. And marks like, Yes, there is. And he’s got a bookmark Roberto, he’s the entrepreneur in residence at Harvard Business School now called sell sales acceleration formula. Right. And together, we grew this organization today, there’s almost 1000, HubSpot sales people in 120 countries, right? The foundation of the basis is the same. And that is, you start with its humans first.
Right? And you guys, like invite me down here and very welcoming. And like, you get that right. The humans versus import number two, it’s helping not sell. Now, this is a huge change, especially like people who are cold calling people are that little pushy, right? How do you respond when you got a pushy salesperson? Sometimes?
If I get a call out of the blue that isn’t scheduled?
Yeah. I mean, very rarely, because of all the spam calls. And then when I do it’s immediately Hey, this is what I do. And
so but if we’re having if I’m like, No, Dustin, I help a podcast spokesman who want big time guests. And I have some ways that I can help you attract. Gary Vee, Brian Halligan and Dharmesh Shah is what do you think? Was that sound like you? Yeah, exactly. And as a little bit of a crazy example, but you can always find ways to help. And that’s the foundation of the relationship. That’s why I’m here, right? You guys, like we need a little help. I was wondering if, like you guys would be interested in engage? Number three, you always solve for the customer. And that’s a hard one, right? The The idea is customers not always right. But you got to solve for the customer, you got to understand where they’re coming from and provide the right information to the right person at the right time. That means you have to have this is where marketing agency like yours really comes in? Because if you’re sending the same information to a prospect, I know I like Yeah. Singing to the choir, right. But if you’re sitting in the same information to your customers that you have as a prospect, I asked that question all the time, I’m sitting with a C CEO, and I’m like, Wait a second, when people come to your website to the prospect see the same thing as a customer? And he’s like, Yeah, of course. What else? Are they gonna say? I’m like, No, no, you need smart content. And they’re like, What? I’m like, if somebody is coming from, like New York City, they need to see New York giant or New York jet. If they’re coming from like Arizona, they need to see an Arizona Cardinals, right? They need different pictures, they need to see different information. They need to have a different language. Do you have anybody that’s a Spanish speaking? And they’re like, yeah, we have Spanish speaking customers. I’m like, how come your website isn’t in Spanish
and Google Translate?
Exactly. Exactly. So you’ve got to solve for the customer. And that is harder as you scale.
Do you have any tips on how to do that? Cuz I think that’s one that I think a lot of people struggle with. And it’s, I mean, that’s where the value of an agency or an outside perspective and come in is, ask those questions to get you thinking but for business owner, anyone that’s starting out Is there a good approach to go about to get that information?
It’s a perfect question. And there’s a couple of things that we suggest when you’re first starting out. The first is, number one, always have a plan. Right? And if you go to diantara comm, you’ll see a blog article to how to build a successful company in 2021. The first thing that I make everybody do is answer these 10 questions. The first is like, why are you in this? I want people to understand their why. And it’s always interesting. Sometimes people know exactly. Sometimes they’re like, no, that’s a good question. And I’m like, Alright, well, you better know that because it’s an eight year journey, right. And it’s going to be a long, hard slog, so you better know why you’re leaning in and doing. And then one of that, I think, is question number seven is do you have a 12 month forecast of exactly what you’re going to generate in regard to revenue? how much it’s going to cost you to deliver that that’s your expenses in gross profit, and how much profit or loss that you’re going to make? And people say sometimes, yeah, got it. Here it is. Sometimes they’ll say, Ah, no, I got to get that, or we’ve started and you always have to have a plan. Number two, you have to have a niche, right? And in the old days, it’s like, I don’t know, 2018 is the old days. Right? You could be a generalist you like now I deal with that. Today, the riches are in the niches or if in your Europe, if you want to go to the beaches, you got to work the niches. Right. It’s, it’s funny, if you’re from the Nordic Region, and like, the more specific you can get, there are certain customers that you have, right that you do great work for great, you know, their rhythms, you know, their vocabulary, their, you know, their seasonality, you know, what they demand, you know what success looks like, right. And if you can just get a handful of those kind of companies, right, they don’t have to be in the same location, one can be in Utah, one can be in California, one can be here in Arizona want to be in New York, say, then you’re going to naturally be better at performing the right results. And all of those is important to create your ideal customer profile. Anybody can just google HubSpot ideal customer profile, there’s a free guide to do that. And then you update your personas, right? Your persona is the fictional character of who you’re selling to. Right? You’d be agency. Armand, right, you’re a guy who is trying to scale your agency, you want to create good value for your customers, you want to have a good culture and like that ideal customer profile should make it a little bit easier for you to go after really good, that’s, you can still be opportunistic. It’s always a little bit of controversial people say that and I’m better off I can manage everybody. Yeah. Right. And you can write, but you do so at your own risk. Yeah. Right. Because in the old days, if I bought from you, and it didn’t work, I was screwed. Right? I call your boss and I’m like, No, Dustin said, and your boss would call you and you’d be like Dustin, and then nothing would have happened. I’m like I was today. What happens if you don’t do good work?
Oh, negative reviews everywhere. And now anytime you search the name, the name is you’re doing your research. You see all these bad reviews? It’s under the next place.
And what does that mean to your business?
light lights shut off after? I mean, it’s not example.
exactly the reason like you are who you are is because you do good work. And people will vouch for we call that and HubSpot the flywheel. Right. And are you a car guy at all? Do you like car? Okay, what kind of car do you drive?
Right now, Honda Civic. me down from my wife. We just had a newborn five months ago and how to get a new car for her and I got that for that. 95 to come. I’m reinvesting in the business, not the wheel size. 100 105,000
All right, you’re like not even 40% right. I love it. Right? So a flywheel in the car is what drives the pistons, right? And there’s two things in the flywheel there’s either force or friction. And it works kind of the same way in business. And one of the biggest changes over the last few years is HubSpot, flywheel and the way we look at our business, right is there things you can do where people are attracted, they come to you. That’s like, that’s like giving them free stuff. That’s like being on their podcast. That’s like, giving them all the free tools. HubSpot just bought a media company called the hustle. You ever heard of the hustle? Okay, and you can sign up Everybody listen to your podcast, sign up for the hustle. It’s like, unbelievable. It’s like reading the Wall Street Journal every single morning, right? I’m like, my productivity is dropped by 15 minutes and I’m like, Okay, yeah, I want to read this. I got a whole hustle review folder. And I’m only been watching it for like 60 days and I already got like, Okay, I got a hard time finding but that kind of emotion where you’re helping people where they understand and appreciate the value of what you’re providing is very good. And then the friction is what makes it hard to do business with you. And a couple of my favorite friction points is when you call somebody on the phone, right, and you go into a phone tree, right? When’s the last time you’ve been in a phone tree?
I think it was just not that long ago. Right?
And how did you feel when you got into a foundry. And you’re a nice guy. Most people like throw it off. Can you imagine if you’re a customer? Can you imagine if you’re sending me a check every month or it’s coming out, and all of a sudden you just want to call? Right. One of the things that spot does have five star service and support. And you can get somebody from HubSpot support right in the app, you don’t have to pick up the phone. Right? It’s amazing. And now you’re seeing more people emulate that. Because like, I forget, it was maybe it was my Doc, my doc is like, okay, you don’t have to wait on hold. Just put in your phone number.
We’ll call you back when
you’re available. And I’m like, yeah, that’s like, like, that’s perfect. That’s exactly right. And driven by like the convenience on our phones driven on the fact that there’s tons of competition. I don’t know if you know, this fact, than the average 2014 the average company had six competitors. How many competitors do you think the average company has today? I’ll buy your breakfast sandwich, if you get within 528? Okay. 44. Holy cow. Yeah, I know, if I mentioned this year, it’s going to be 66 it startup nation, right? every idea that I’ve ever heard, right? 510 people are doing right. It’s not the actual idea. It’s the execution on that. And what we talked about earlier, you always need to get your first few customers, you need to like power it up, you got to make sure that you’re reaching out and finding that ideal customer profile, finding that persona, reaching out of something with value, just like Amelia did. It’s innovate and finding your niche. Right. And then the next step is that proving the concept that not only is there something there, but there’s something there that we can scale in those kind of successful companies utilizing, putting your flywheel is all about the force and friction and putting your customers at the forefront. Because in the old days, I would like call you up a salesperson would call you up and how do you feel when an actual salesperson calls you?
It’s never fun.
Yes, it’s like, okay, it’s never a convenient time in my day. I know. You don’t want a salesperson telling you why buy as a, like, vested interest, right? You want somebody to who’s been through your process, right to sit down and say, Oh, I know where you’re at. Right? When we went through the similar process, this is what we did, right? Because that person doesn’t have a vested interest. So today, you put your customers in the forefront, the flywheel is always about, about putting your customer testimonials, your customer case studies, your customer journeys there, so other people can learn from it. And the salesperson has do something a little bit different. The salesperson has to say, okay, you’re not a good fit. If you read this book in bad organization, I can bear entire chapter 26 is my buddy David Weiner. And somebody came to him with a credit card, right and said, we’re ready to start a program. He said, All right, let’s jump in. Let’s figure it out. At the end of 30 minutes, he’s like, you’re not ready. And they’re like, No, no, we have our credit card. He’s like, I’m not going to take your credit card. And they like what we’re ready to buy. Right? He’s like, it’s not a good fit. You’re not ready. It’s not going to be turned out. I’m not gonna sell it to you. Right. And I don’t know, I doesn’t that isn’t that isn’t the little hairs on the back. And I’m like, Oh, I know that sorry. thing to do. I don’t know if I would be able
to do that.
Professor Winehouse did it. Right. It was the right thing to do. They try something else was horrible. They tried it a second thing. It was horrible. They came back two years later, they tracked him down. They’re like, Professor, why not? You are right. Right. We were not ready for that you did the right thing. You have ultimate integrity. And so we tell that story all the time. Because that is the hardest thing to do in 2021 is right? Understand, right? This is part of your ideal customer profile, if you can help somebody, right? Even if you need the business, even if you want to be opportunistic, right that like way in which you’re looking at that, like that customer relationship, you got to be very, very careful. Right? And the way we do that is we start with the goals and work backwards, right? So we engage all the time we you have your 12 month forecast, you’re like okay, let’s do a reverse funnel analysis. People like what are that? And I’m like, Well, how much net new business do you want to bring it? And they’re like, a million dollars. I’m like, Okay, if you bring in a million dollars, new business and the rest of 2021 you’ll be happy. Like, yeah, we would love that. I’m like, okay, you define how many customers is that? There’ll be like, let’s say it’s 10 customers. I’m like, Alright, how many you’re going to come from existing customers? And they’re like, Oh, that’s a good question. I haven’t thought about that. None of them, right? That’s all net new business. All right, all right, we got to get a flywheel going. Because some of that can come from your good customers, they all have subsidiaries, they all sister companies, they have all other opportunities you can expand it to and they’re like, Okay, very good point. But let’s say you need 10 new customers, right to walk in the door and the rest of 2021, the average amount 100,000, that will generate a million though. They’re like, Okay, I’m like, how many proposals? Do you need to get to 10 new customers? And they’re like, Oh, that’s a pretty good question. And like, you need to understand the ratios. That is one of the most important things. And I know, you know, as an agency, it’s all numbers, right? We need to understand that. Let’s say you have to have 25 proposals to get to 10 new customers, and then to get 25 proposals there is here, how many opportunities do you need? Right, let’s say 50. To get to 25, to get to the end to get to 50? opportunities? How many conversations? Do you have to start? Let’s say that’s 100 or 150? And then how many leads Do you need through your website to get to 150? conversations, 50 opportunities, 25 proposals templates. And then under what timeframe? understanding those ratios will help you understand the force and friction of your flywheel so that you can execute a little bit more effectively, right, putting in the human element. The one thing that I suggest to a lot of folks, make sure you have a bot on your website, right. There’s certain times I want to talk to the human being. Yep, there are certain times I do not want to talk to a human being right. You guys did an excellent job here. Because we booked this I don’t know, 60 days ago, right? You SMS me yesterday. You’re like, No, I think it was Sunday. You’re like, Don’t forget, I’m like, Oh, that’s this week. Very hard. And then yesterday, you’re like, Okay, and he issues you text me? Right? All the information was right there. I didn’t have to do anything. Right. And that’s all automated. Right? Yeah. Yeah. And you could do that for your customers, right? Oh, yeah. Okay, that was the light. I’m like, Oh, my goodness. Right. I’m like, I gotta meet this. It has your name in it. Dustin Trout. I’m like, yeah. Okay, all the things I need. It had the reminders of what we’re going to talk about, right. And it just became very, very easy for me to show up to do good work to meet with you. And that is reducing the friction. And that’s so valuable as companies, you’re scaling, right? If I was a customer, right, I’d be delighted. And then you do a little video and you’d be like, Hi, Dan, why are you doing it? I’m like, I didn’t have to think, right, boom, I knew exactly what was going on. You guys anticipated what I needed. That is amazing, right? Because as a speaker, sometimes you’ll show up in the wrong place. And they’re like, Oh, yeah, we moved it. And I’m like, Tom, can you move? Like 90 minutes? I’m like, No, right. I’m scheduling 15 that get any do any of that stuff? My life is like, booked in two weeks out?
Exactly. You guys anticipated that you sent that to me. And that shows that you care about me. Right? I feel great about it is a delightful story of you understanding how to use technology to make it easier for me, and then we’re here.
Now, I appreciate that. And I think that’s where I mean, you talk about the digital transformation. And it’s been sped up with COVID. Obviously, I think that’s the biggest thing is now that there’s more adaptation, consumers are using it, like the self scheduling to go pick up your Fry’s groceries, my mom never would have ever downloaded an app, the fries app, let alone picked everything out scheduled time. And she goes, I don’t think I’m ever going to shop any other way. I don’t have I don’t have to take time out of my day to go do it. I can schedule it. And I think that’s where all these digital tools are. That’s where there’s so much opportunity for startups and everything is you don’t have to leverage 100 grand and overhead for personnel. There’s a lot of tools and technology HubSpot offers a ton of them, the scheduling the mean quite a bit to reduce that friction, if you can ever reduce friction, you’re going to that conversion rate is going to go up
quite a bit. That’s afraid, right? Yeah. It’s very interesting, because what people are realizing is that in 2021, every company is a tech company, used to be able to say that I’m a nonprofit, we don’t really do technology right now, I’m a construction company. That really, that doesn’t work anymore, right? Because if I want to know whether you’re going to be on site, or whether you’re working to get through the monsoon, right, I want to go on your website, I want to get on the bot, I want to ask that question I want to answer in 20 seconds, right? Or I want to be connected to somebody who can answer it. Right? And if you don’t like there’s 43 other people that I can go and ask that question to and I guarantee you some one of those has a bot on their website will answer it immediately. Or even better. We’re going to send me an SMS bush that says, No, we’re not going on site today because of monsoons here in Arizona, and we will text you the next time. Like we’re at the customer site, right using that level of automation, right that you can provide to your customers. Is transformational. Right. It is like table stakes now for everybody in Oh, I think people who are a little bit more experienced in business used to think as of technology as like a nice to have. And in 2021, it is the core value of, it’s the way that you get your people do your best work that create your best culture that gets you to the the most productive, generate the best leadership, right and have the best customer experience.
Yep, no, I agree. I think there’s a lot of pushback on automation AI and all that because to replace jobs, but it’s at the end of the day, it’s I don’t think it’d be someone’s most exciting time of their day to look at when you’re supposed to come in and text you and say, hey, you’re going to be coming in tomorrow? I mean, yeah, it creates a job. But is that what is fulfilling to them? We can automate that and then put plug them into something that is fulfilling? Do you think that automation or AI is going to be a detriment to humanity? Or do you think it’s going to, we’re going to coexist, essentially? Because I mean, that I think that’s the biggest scary? Yeah, it’s
a great question. It’s a philosophical and a technical question. Historically, additional technology has not reduced the value of human interaction, right? You haven’t talked to a travel agent in 10 years, and you couldn’t care less travel, there’s exactly you travel 10 times more than you ever could before because of the application of that technology towards your life. Right. And so I don’t see that change artificial intelligence a little bit different, right, because when you get to the point where you get software, writing software, real machine learning, right, it’s going to accelerate the pace of all of the things that you just talked, right. And that’s going to have a profound effect both on the way we work the way we live, as well as humanity. And I stole a lot of stuff going on. But it’ll all happen in the next 50 years, right? healthcare, technology, artificial intelligence machine learning all of these really big, like, existential issues all come to the forefront in your generation. Right. And I hope I’m around to view it, because I think it’s hugely exciting. I think it’s incredibly interesting, right? The value of life today, both life expectancy, as well as mortality rate, as well as quality of life is higher than it’s ever been in the history of man. Right? And there’s no reason to think that as long as we give it a little bit in perspective, that won’t continue. So I’m not worried about, like, displacing jobs, right? I’m interested to see if we are rational enough to understand how we can take all of these great tools, apply them right, over the next 2025 years to live better lives and do more good in the universe.
Yeah, I think we’re just gonna live through almost another Industrial Revolution, where it’s like, once we figure that out, it’s not like less people were just now more more jobs were created, more businesses were created, because of the efficiency and production, I think we’re gonna experience same thing, there’s gonna be a lot of jobs that are lost. But I think net net, there’s more jobs created, because we’re going to figure out how to use these tools and applications to better lives. And yeah, I’m just not the doom and gloom.
That’s the way it’s always gone historically, right. So you have history on your side. And every like incremental stage, somebody has been like, now we can’t get cars. Right. Now, although horses and blacksmiths and that’s just old line thing. The real thing is going to be amazing, though, is the pace in which you’re gonna see the interpolation installation of this new technology, because when software right software, right, then it’s going to happen in weeks or days, or in certain instances, minutes, right. And that has profound implications for the pace in which we’re implementing these new technologies. And that could have extraordinary implication, but it’s going to be fun, right? Let’s see what we might blow ourselves up. We might no humanity, who knows, right? We got to be smart, we got to be aware, we got to be connected. We’ve got to be rational, we’ve got to understand the best way to engage to help everybody. But it will be interesting to see how it turns out.
I agree. More they want to touch on is. You mentioned you work with a lot of businesses, you kind of see where that that plateau is and help them through it. Is there any particular thing or tactic that’s holding businesses back? I mean, there’s a lot of entrepreneurs, small business owners, startups that listen to this. And I think if there is a commonality that you see, I think it’d be beneficial to kind of hear what that is and how you help
us focus on this a lot, right? done a lot of startup grinds and talk about my entrepreneur experience, my board experience my like, advisory experience. And the reason why many companies flatline is because companies go through these different stages, right? And to go from zero to a million dollars. It’s all you right? If you don’t do it, if you don’t work every single day, right, as far as you can, you’re, it’s hard to get there. Sometimes you just hit it perfectly. But usually, to get from zero to a million dollars, there’s a certain playbook. Right? What happens is to go from a million to 2 million, you have to do completely opposite things, the things that got you to a million dollars work against you to get you to $2 million. And people who haven’t seen the movie for that don’t know about that. They’re like, but wait a second, I get to a million dollars doing this. And you’re like, great, if you keep doing that, you’ll stay at a million dollars. That’s why companies flatline they’re like, What do you mean? I’m like, there’s a whole different way. They’re like, how do you know that I’m like, I’ve done it five times before you got to change. And then when you hit 5 million, same thing, you got to do it differently, you got to lean into processes, you got to have managers, you got to understand the implication, right, then from five to 10, and then 10, to 20, and then 20, to 50, and then 50 to 100. And the benefit of working in companies that have gone from zero to a billion dollars. I know and actually done it, it’s not like I was just sitting there like not doing it. I was like in the mud in the slime watching all of the information, seeing our role that understanding our work. And everything that I did before. 2007 is all different, right? It’s all wrong. It’s the old way of doing it. Right? And then everything reset again in I don’t know 2014, then everything reset in 2018. Now everything is resetting just what you said 2020 is like this huge tsunami of change. Right? Everybody has to change. That’s I spend a lot of my time saying all right, well, they’re like, What questions do you have about I’m spotter and dad and they’re, well, it’s risky. I’m like, compared to what? And they’re like, well, what if we work? And we’re like invest in it doesn’t work. I’m like, What if you don’t invest in? Exactly, I got the big risk isn’t you? like trying it? It doesn’t work, right? That happens periodically. But the big risk is you try to convince yourself that this is not a like theme that’s essential to the scale of your business. Right? You wake up one morning, and it’s already happened, right? People will be like, Oh, my goodness, come here retire. And my wife, like he told me in 2017, it was going to stop a stop. I’m like, Okay, well, I’m sorry to be the arbiter of bad news. But you should have started in 2017. When we told you because it’s like a light switch. Now that’d be more expensive and harder. right for you to kind of skip to say that with. Different Yeah, because the inbound revolution gone for the next 30 years. Right? The way in which business is conducted is like there’ll be lots of people who won’t really get it. All the things we talked about helping not selling treating people like human beings focusing on the customer. Final thing is looking at the data, being a technical company, all those kinds of things that people will not just naturally like be inclined to get it until, I don’t know 2025 and that’s perfectly okay. They won’t be early adopters, but they’ll still be able to take advantage of processing. Wishing the best of luck in your agency and HubSpot stands ready willing to help them whenever when they’re ready to go.
Awesome. And I mean, I’m sure a lot of people can find your HubSpot, and most people know about it. But I mean, if they want to work with you, whether it’s HubSpot or inbound organization, I guess how can people find you and get connected?
Yep, D tire and appspot.com you can go to Dan tire.com is my speaker, website, author website, then go to inbound organization COMM The entire HubSpot, you can get me on LinkedIn. I am incredibly fortunate to be able to sit with you today. Dustin, my first day out. You’re my hometown man. Right here. Now this amazing, right? And any way that we get out people can always get ahold me I’m very, very accessible to extend my bandwidth. Sometimes I go into these segments where I’m like, okay, I can’t do anything for three weeks, right? I’m like under deadline. And I try to set the right expectation. But if I can be a service people can find me and if I can, they can find me, then happy to try to help.
No, that’d be that’d be amazing. I mean, we’ll have links in the show notes and everything. So yeah, I appreciate your time. Like I said, it’s super exciting to to have someone on the ground floor of an organization that’s been a huge part of, you know, my career at other agencies in here and, and everything. So I appreciate you taking the time coming here and let this be your first venture out into the wilderness.
Now I will thank you for being a great host. Thanks for preparing. Thanks for all the great logistics and good luck for the rest of 2021.
Thank you as well.
Where To Find Dan Tyre
LinkedIn: Dan Tyre
On the previous episode of RGR, Dustin talked to Local First Arizona’s Thomas Barr. Thomas is one of the leading voices of Arizona’s “Buy local” movement.