Welcome to Ben-Cotton.com. This is my personal website and blog.
I'm a Senior Marketing Manager at HubSpot based out of Dublin, Ireland. Working at the intersection of marketing and sales I use content, data and technology to enable our rapidly growing sales team to crush its goals. It's challenging, rewarding and lots of fun.
As an experienced data-driven marketer I help SaaS businesses increase website traffic, generate leads and drive sales. I bring a proven track record of devising and leading successful marketing programs that create predictable recurring revenue. I also have an entrepreneurial spirit and love developing teams, creating growth and getting stuff done.
Throughout my career I've been privileged to work with a number of industry leading and well-loved brands including HubSpot, Indeed, Edelman, HP, Microsoft and PUMA. From these experiences I have developed a passion for using inbound marketing and selling to help organisations grow.
If you'd like to know more or discuss how we can work together, please get in touch.
LATEST BLOG POSTS
I’m privileged to lead sales enablement for HubSpot out of EMEA and as part of my role I get to set the direction, goals and KPIs of the team. Helping our rapidly expanding sales team in Dublin, Ireland to succeed is challenging, rewarding and lots of fun. But selecting the right metrics to gauge the impact of sales enablement is tough.
The inherent predictability of the software as a service (SaaS) business model makes it attractive to business leaders, customers and investors alike. Predictable costs and revenue can and should lead to predictable growth. But to ensure this happens, and to be clear, it’s easier said than done, you must execute flawlessly.
I commute for 90 minutes each day, which adds up to seven and a half hours each week, and a staggering 360 hours a year. This is time that I could be doing something (anything) productive. Before I start, this is certainly not a complaint about my commute. I love where I live in Sandycove and enjoy my journey along the south Dublin coastline, especially on a warm, sunny or clear day.
On the flight to Seattle for the festive period I read A Technique for Producing Ideas by James Webb Young. The author, one of the original ad men of the 50s and 60s and contemporary of David Ogilvy, shares the processes he employed to create ideas throughout his glittering career.
On the flight home from INBOUND 16 I read Managing Oneself by renowned management consultant and academic Peter F. Drucker. Drucker is rightly considered the founder of modern management and many of his prescient ideas on management theory and practice, such as decentralisation, the rise of the knowledge worker and outsourcing have come to pass.
I recently had the pleasure of working at INBOUND 16 - the annual inbound marketing and sales event organised by HubSpot. Held over four days, this impressive industry gathering attracted over 19,000 attendees who came together to network, learn and improve.
Developing the right pricing strategy for your software as a service (SaaS) business is absolutely crucial, as it’s the one lever businesses leaders can pull that immediately and directly impacts revenue. It’s a complex and ongoing process which requires businesses to strike the fine balance between simplicity, while maximising revenue potential.
I recently had the pleasure of speaking at two Grow with HubSpot events which took place in Amsterdam and Helsinki over the space of three action packed days. Grow with HubSpot events are a fantastic way for people to come and learn about inbound marketing and for our sales reps to meet prospective clients and close deals.
Travelling through Bavaria by train on a recent holiday I took the opportunity to read Ogilvy on Advertising by David Ogilvy, an advertising executive widely lauded as the ‘King of Madison Avenue’. For those unfamiliar with Ogilvy’s background, he founded Ogilvy & Mather in 1948 and laid much of the groundwork for the agency to become the success story we know and admire.