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Monthly Archives: November 2015

Enjoy your latest taste of HubShots

Episode 8: Buyer vs Seller Beware

Welcome to Episode 8 of HubShots!

Recorded: Tuesday 24 November 2015

In this episode we cover:


We caught up with Mads, Varun and the HubSpot Sydney team in their new office.

Shot 1: Inbound Thought of the Week

  • Daniel Pink: Information asymmetry where the seller has more information.
  • Seller beware: Buyers have more power than ever to research and make decisions long before they reach out to a vendor.
  • Buyer beware: Sellers have access to more details about your activity, demographics and habits than you can imagine.

Shot 2: HubSpot Feature of the Week

Create tracking url in tracking url builder and it gives you the AdWords template as well.

HubSpot URL Builder with AdWords Template

eg {lpurl}?ads_adid={adgroupid}&ads_cmpid={campaignid}&ads_creative={creative}&ads_kw={keyword}&ads_matchtype={matchtype}&ads_network={network}&ads_targetid={targetid}&utm_campaign=HubShots&utm_content=text&utm_medium=search&utm_source=ppc&utm_term=hubspot

Shot 3: Challenge of the week

Thanks to Brendon for sending in this challenge:

“Hi Ian and Craig – In episode 6 you requested audience input into Hubspot challenge of the week. I’m finding that every now and then when a visitor to our website is signing up for a webinar or an event using the Hubspot form, they will use the same form and sign up a colleague from their browser. Hubspot places a cookie in the browser the first time someone completes a form and assumes a one to one relationship between browser and contact. So the data gets really messed up when someone sequentially enters multiple sets of contact details into Hubspot forms from the same browser. For example, today I found a Hubspot contact who has one person’s name in the email address and a different person’s name in the first and last name and I believe this has originated from them signing up to a webinar we have been running and then signing up their colleague. Unfortunately, the names details were for a male and the email address for a female and so this is slightly embarrassing for me knowing I have recently send them an email with the incorrect name and name gender in Hi . Unfortunately it is not easy to rectify these inaccuracies in Hubspot. You manually correct the data and at a later point it goes back to its cookie information and uses this to overwrite any corrections. With Salesforce integration I am also getting the inaccurate data propagating into our sales information and overwriting correct sales information. Any thoughts to resolve this? I’ve spoken to Hubspot and they don’t have any simple answers (apart from turning off cookies). It is one of the tradeoffs to get the level of tracking we want for contacts using Hubspot, but it is a bit of a nuisance. Thanks Brendon”

Shot 4: Opinion of the Week

Craig has a mini-grumble: Why are webinar recordings so bad? Even HubSpot’s webinar recordings (i.e. that you can watch later) are really bad – terrible audio quality, grainy video etc. Why don’t they record them in high quality?

If you prepare webinars there is a big opportunity to stand out from your competitors

Action item: Focus on audio quality in your next webinar

Shot 5: General Tip of the Week

  • Paid only landing pages (e.g. sending someone to a landing page from Twitter)
  • Use HotJar for viewing heatmaps: https://www.hotjar.com/ 
  • How to see what #tags are being used and is relevant for Instagram: http://websta.me/search/hubspot
  • Organise your resources page e.g. see how much opportunity there is to guide a visitor as to what is most useful for them

Shot 6: State of Inbound Item of the Week

p71: What Sources of Information Do You Rely on When Making Purchase Decisions for Business Software? Salespeople’s credibility is at an all-time low:

Business purchase decision sources of information

Shot 7: Content Marketing Institute Report Item of the Week

p4: 46% of Australian marketers have a documented content marketing strategy (up from 37% last year)

p5 top challenge: 69% say creating engaging content is their top challenge. 55% said consistency was a challenge. i.e. creating the right type of content is harder than creating it consistently

Shot 8: Motivation of the Week

Action item: Be realistic. Understand what content you have is working

Enjoy your latest taste of HubShots

Episode 7: Activity versus Results

Welcome to Episode 7 of HubShots!

Recorded: Tuesday 17 November 2015

In this episode we cover:


Only 12 days to Cyber Monday – thanks to the HubSpot countdown timer: http://www.hubspot.com/holiday

Craig loved Spectre (and quite coincidentally this is episode 007), but couldn’t think of a way to relate it to inbound marketing 🙂
So we avoided the contrived ‘What The Hunger Games Taught Me About Personal Branding’ clickbait style posts…

Shot 1: Inbound Thought of the Week

“Just nine percent of CEOs and six percent of CFOs leverage marketing data in this manner. The reason? Marketing dashboards report marketing activity rather than business outcomes, as marketers cling to performance metrics to continuously justify budgets and resource allocations—when instead they should show how marketing moves the needle on topline growth or profitability.”

Shot 2: HubSpot Tips of the Week

  • Page Performance tool is back under Reports (and the Landing page links have gone from 2 to 1)
  • Campaigns screen -> Notify Teammates

Shot 3: Challenge of the Week

  • A discussion around ‘activity’ versus ‘results’

Solution: conversation about quality of leads, how to increase conversion

Action item: move the discussion from keywords > conversions > $

Shot 4: General Tip of the week

  • How to turn on SSL on your HubSpot website
  • If you would like to avail of the SSL functionality, you must request it via this form: http://www.hubspot.com/request-ssl
  • Adding SSL does require DNS changes for your website in addition to other technical set-up actions. So this process may take up to four weeks to complete as a result of the very high demand for this functionality..

Action item: Considerations related to moving to https://

  • Ensure redirects are out in place (ie 301 redirects)
  • Be aware that social share counts will be affected

Shot 5: State of Inbound Item of the Week

State of Inbound Report: http://stateofinbound.com

  • p18 and bottom of p20. Emerging trends: Inbound works across B2B, B2C, and non profit sectors.

Shot 6: Motivation of the Week

Action item: Work hard

Shot 7: Resource of the Week

Shot 8: Tool of the Week

Proposify (@Proposify) – good ebook about proposal stats: http://proposify.biz/guide-to-the-perfect-proposal

  • proposals delivered in 4 days re 11% more likely to close
  • winning proposal had 1-2 fees, 5 pages, 4 sections

Insight: reminder about sales teams spending way too much time on busy work

Action item: marketing can help with ‘sales enablement’ ie making sales more productive

Enjoy your latest taste of HubShots

Episode 6: Tech Industry Trends

Welcome to Episode 6 of HubShots!

Recorded: Tuesday 10 November 2015

The episode 6 transcript is here.

Spectre opens this week – Craig is excited.

Emojis versus Emoticons (Craig got the terms confused last week!)

In this episode we cover:

Shot 1: Inbound Thought of the Week

Triple Lead Flow by Lisa Toner
  1. Nurture the relationship.
  2. Invite to guest post.
  3. Share their content.
  4. Become an advisor.
  5. Re-promote the campaigns.

Shot 2: HubSpot feature/tip of the Week

  • Where is the HubSpot Content Calendar? -> How do you usually get to it?

Ahhhhh, so that’s what that calendar icon is for 🙂

Shot 3: Challenge of the week

We are challenge-less this week. Let us know your challenges.

Shot 4: Opinion of the Week

Instant messaging is more popular than social media in the APAC:

  • According to a recent eConsultancy roundup post, messaging has surpassed social media in popularity in the Asia-Pacific.
  • APAC mobile-first markets showed particularly high daily usage of instant messaging. China (69%) and Malaysia (77%) stand in stark contrast to the UK (39%) and the US (35%).
  • If your brand is active in the APAC, finding ways to integrate your social channels with messaging apps will become more and more vital in the coming year.
  • http://simplymeasured.com/blog/top-10-social-stats-this-week
Wee chat example

Shot 5: General Tip of the week

  • Thinking time outside of your space…
  • Take time out and go help someone who does something totally different

Shot 6: State of Inbound Item of the Week

  • p22 the increasing use of freelancers and outsourcing
  • Marketing content creation no longer limited to in-house writers

From the report:

“According to the tenets of inbound marketing, marketers should createcompellingcontent that re ects their company’s voice and brand while helping the consumers of this content turn into website visitors, leads, and customers. However, the people capturing that unique voice and providing that value don’t always need tobe your own employees. This year’s data showed an increase in the number of respondents who indicated they use freelancers and agency partners for content creation.”
Content outsourcing trends
  • Ian – yokohama example
  • p65-67 Sales challenges: #1 is manual data entry
From the report:
“While executives identify manager non-adoption as the most pressing hurdle, managers themselves report lack of integration with other tools, with manual dataentry close behind.
At the lowest level, the number one issue for salespeople was manual data entry. Considering that reps are primarily responsible for data entry, this is not surprising. However, manual data entry was also the most pressing challenge at the VP/ director level, which might raise some eyebrows.
Keeping in mind the high ranking of manual data entry at three out of four levels within the sales organization, sales teams would be wise to either adopt a CRM with more streamlined and automatic data entry, or simplify the data input process in their existing system.”

Shot 7: Motivation of the Week

Shot 8: Resource of the Week

1 Enjoy your latest taste of HubShots

Episode 5: Ads Add-On

Welcome to Episode 5 of HubShots!

Recorded: Tuesday 03 November 2015

Welcome to the Melbourne Cup episode 🙂

Email subject emojis
Note: Emojis versus Emoticons (I got the terms confused in the recording!)

In this episode we cover:

Shot 1: Inbound Thought of the Week

  • Curating information

Action item: Aim to provide value (even if the content isn’t written by you)

Shot 2: HubSpot Feature of the Week

New Ads Add-on: There’s good and bad

  • Only supports LinkedIn at the moment 🙁
  • Only has a single $value tracking option for conversions
  • Can’t set the customer conversion rate to less than 1%
  • Campaign listings only seem to show CPC no CPM details
  • No Click Demographics options
  • Got an error: “We couldn’t show the ROI of any campaigns. You have campaigns but they don’t match the currency of your ROI calculation.”
Summary: this is a very early version definitely a MVP or V1.
Action item: avoid the Ads Add-on for now unless you have really simple needs
However, it is an insight into where HubSpot is going. Imagine once they get LI, AdWords and FB ads integrated, and then have these as widgets on your dashboard, or in the new reporting. It will be a very useful and powerful reporting/analysis tool.

Shot 3: Challenge of the week

  •  Content not getting approved.
 Action item: Have an agreement in place around timeframes for content approval

Shot 4: HubSpot Tip of the Week

Action item 1: Use the WordPress plugin (if you have a WordPress site)
Action item 2: Check your CTA stats – In case some CTAs are never getting shown!

Shot 5: Content tip of the week

  • Quantity…
  • How to build to 3 per week
 Action item: 1 key piece, 2 commentary pieces

Shot 6: State of Inbound item of the Week


  • p42 ‘Managing our website’ is the 3rd biggest marketing challenge in AU/NZ (1 and 2 are ROI and then getting budget)
  • p62 prospecting is hard

Shot 7: Email tip of the week:

“Secret: Re-send another copy of your email newsletter 48 hours later to those who did not open the first email, with a small modification to the subject line (e.g. “Reminder:<original subject line>”). This increases email open rates every single time without noticeably impacting your unsubscribe rates.”
HubSpot has a nice List building item for this:
HubSpot list tool
Action item: test re-sending an email newsletter
Also: how I discovered that tip: via Twitter promoted post
Action item: Test promoting useful content via paid ads, as well as just promoting product pages