Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

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Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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I’m hiring a digital marketer; Do they need HubSpot experience?

What you need to know — including an itemized job description, experience evaluation criteria, and salary range — to find the right fit for your company.

I’m hiring a digital marketer; Do they need HubSpot experience? Blog Feature

John Becker

Revenue and Features Editor, Co-host of Content Lab, 15+ Years of Writing and Teaching Experience

May 3rd, 2021 min read

Getting the right teammates on board is critical to business growth. Whole libraries of business books have been written about hiring, training, and leadership, and these are gobbled up by HR professionals and organization leaders hoping to choose the right candidate for each job posting

Hiring challenges become even more acute when you’re looking to fill a unique role.

If you’re only going to have one team member in a certain position, you need to be sure that the candidate has everything you’re looking for, right?

Or, are there skills and knowledge the right candidate can pick up from on-job training?

This brings us to our question today: When you’re hiring a digital marketing specialist, should prior HubSpot knowledge be a required competency?

Of course every organization’s needs will be different, but certified HubSpot trainer Jess Palmeri has some words of advice for companies looking to grow their marketing team. First off, start by asking the right questions.

Before you hire, know what you need

Organizations use HubSpot to widely varying degrees. Some are just getting into the tool, while others have built robust processes within HubSpot to automate marketing, track deals, and administer customer service.

If you’re in the we’re just getting started camp, keep in mind that your HubSpot use will likely grow as your team relies on the platform to do more tasks. 

That’s why, according to Jess, before you hire, you need to start with these questions:

  • How do we use HubSpot now?
  • How do we plan to use HubSpot in the future?

If your team is new to HubSpot, it’s likely you can hire someone (or choose someone from your team) with little or no HubSpot experience. They can learn the platform and grow with it as your team needs more and more functionality. 

However, if HubSpot is deeply ingrained in your team’s processes, and you’re looking to replace an outgoing team member, your new digital marketing hire will need HubSpot experience.

“Depending on the level of complexity of your HubSpot needs,” says Jess, “it could be a no-brainer that any new hire will need to have HubSpot experience.” Like with all hires, knowing exactly what kind of experience — and how much that experience will cost you in salary — is key.

🔎 Related reading: Do I need to hire a HubSpot specialist — or can someone on my team do it?

Digital marketing candidate review: Must-haves and nice-to-haves

Your digital marketing specialist job description is likely to bring with it some required skills and competencies — and some “nice-to-have” attributes. 

If you use HubSpot (or aspire to), here are things to look for in a resume, according to Jess.


  • 1-3 years experience with HubSpot or similar marketing automation software (Pardot, Marketo, Mailchimp, etc.) The more recent the experience, the better
    • **Note: If you’re newer to HubSpot, you might add “or willingness to learn” here.
  • Proficiency in data management and data analysis
  • Attention to detail, excellent communication skills, and a demonstrated proficiency in creating content
  • The ability to troubleshoot and problem solve creatively and independently
  • An obsession with improving personal skills, learning every day, and embracing new technology as it develops
  • A clear understanding of inbound marketing 
  • The ability and willingness to acquire new skills and determine ongoing learning opportunities
  • The ability to communicate insights and learnings based on data related to digital marketing and sales


  • HubSpot marketing software and/or sales software certifications
  • Understanding of SEO best practices
  • Familiarity with the fundamentals of website design and conversion optimization
  • An appreciation of how content can be used throughout the marketing and sales process

🔎 Related reading: Culture fit vs. role fit: How to know if an applicant is really the right hire

Digital marketing specialist: Salary expectations

Salary ranges are always problematic. So much can depend on what part of the country you’re in, your industry, and what you’re expecting your new hire to do. 

However, according to Glassdoor, a digital marketing specialist in IMPACT’s home city of New Haven, Connecticut, can expect an average salary of $56,000, with a range from low 40s to high 70s depending on experience. 

How to evaluate previous HubSpot and CRM experience

Not all HubSpot experience is created equal. HubSpot experience from several years ago might not be as useful as you think, due to the changing nature of the platform.

If Jess were to have a list of resumes in front of her, here is how she would rank different types of experience:

  1. Current HubSpot experience. If the candidate is currently working in a role in which they’re using HubSpot to automate marketing, this can be very valuable.
    Still, you’ll need to make sure they’ve been doing similar tasks to what you’ll need.
    The HubSpot platform is so large and complex that just because they work in it every day doesn’t mean they’re familiar with what you’ll need them to do.
  2. Current experience with another CRM. While HubSpot offers many unique features and functions, there is significant overlap with other CRM platforms. If a candidate has experience with Pardot or Marketo, for example, it can be almost as helpful as HubSpot experience.
  3. HubSpot experience from several years ago. HubSpot grows, changes, and evolves very frequently. Says Jess, “Hiring someone with HubSpot experience from a few years ago might mean that they come on board and find themselves in an unfamiliar HubSpot work environment and can’t do the work you need them to.”
  4. No experience. Hey, we all start somewhere. A new hire who is willing to learn can quickly become adept at HubSpot, especially if your organization is new to the platform. This way, they can train with the basics and grow with the platform. However, you might have to factor in additional training costs in this case. 

As with any hire, experience costs money, and you will likely pay an employee more depending on how well they know the HubSpot platform.

Making the right marketing hire

Digital marketing is an ever-changing game, so finding the right candidate can be tricky. Remember, though, that an employee’s skill set is not static.

If you select someone who has demonstrated a commitment to professional development (and your company values this as well), you can expect them to grow into a role. This is especially true if your organization is in the early stages of your HubSpot journey.

By contrast, if you’ve been using HubSpot for years and expect this new hire to quickly jump in and take some ownership of marketing automation, look for relevant and recent experience to be sure they can hit the ground running.

Remember, HubSpot experience from 2016 is not nearly as useful as experience from within the last 6 to 12 months. 

Whomever you hire, make sure to convey that HubSpot will be a central focus of their work. Then, plan to use HubSpot Academy and IMPACT+ courses to help round out their knowledge base to guarantee that they can do the work you need.

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