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Monthly Archives: December 2015

Enjoy your latest taste of HubShots

Episode 13: Goal Setting

Welcome to Episode 13 of HubShots!

Recorded: Tuesday 29 December 2015


We’re halfway to being credible: http://contentmarketinginstitute.com/2015/11/podcasting-trend-tips-tools/

“About 50% of podcasters who start will quit when they hit episode seven,” he says. “Then 50% of those remaining will quit by the time they hit episode 23. If they make it beyond the 25-episode show mark, they have a pretty good chance of lasting two years.”

Our next goal: get to episode 26!

Action item: ship it!

Shot 1: Inbound Thought of the Week

45 weeks to go until Inbound 2016
8-11 November 2016: http://www.inbound.com/

Action item: start planning your learning activities for 2016

Shot 2: HubSpot feature/tip of the Week

Action item: Ensure workflows are a key part of your marketing process. Review your existing workflows, and use them to improve the quality of your database.

Shot 3: Challenge of the Week

Challenge your hunches

From June 2015:
Sam Nemzer –  Hierarchy of evidence for digital:

Test your hunches

Action item: review the assumptions you’ve made previously and consider re-testing them e.g. Facebook Advertising, Content Strategy, Persona definitions

Shot 4: Opinion of the Week


From the list:
#9. Focus will shift from engagement to goal-based outcomes

“Over the last twelve months, we’ve seen marketers start to focus away from traditional publisher-centric metrics (page views, uniques, likes) to engagement metrics (attention minutes!). But next year we will see another significant shift to goal-based metrics. For most marketers, this means measuring conversions. Whether it’s a lead capture or signing up for sweepstakes/emails/coupons, conversion-based content marketing will get us closer to the holy grail of real marketing ROI; the ones that can measure multi-touch attribution will win.”

Action item: for 2016 review your KPIs and make them based on conversions

Shot 5: General Tip of the Week

From Jan 2014: https://raventools.com/blog/meta-descriptions-how-to-guide/

Action item: the start of the year is a good time to review all the page Titles and meta descriptions for your site pages

Shot 6: State of Inbound Item of the Week

Action item: review the reports

Shot 7: Motivation of the Week


Action item: be honest about your strengths and weaknesses, get help where you need it, excel where you don’t

Shot 8: Resource of the Week

Action item: choose the 2 or 3 social channels you are going to focus on (based on data), and do them well

Shot 9: Podcast of the Week

Shout out to Chris Mottram – http://www.mottrammediagroup.com/

Get your sticker – we have a few left – leave your address, or don’t (allows us to get to know you better): https://hubshots.com/contact/

HubShots Episode 13 - Goal Setting

Coffee time

Episode 12: Content Curation

Welcome to Episode 12 of HubShots

Recorded: Monday 21 December 2015

In this episode we cover:


This is our second last show for the year. We’ve made it through 2015!

Shot 1: Inbound Thought of the Week

There are 46 weeks until Inbound 2016.
Next Inbound: 8-11 November 2016
Visit the website @ http://www.inbound.com

Shot 2: HubSpot feature/tip of the Week

How to connect your HubSpot account to Perfect Audience: http://support.perfectaudience.com/knowledgebase/articles/577578-connecting-your-hubspot-account-to-perfect-audience
Working with HubSpot to Make Retargeting Easy for Inbound Marketers: http://blog.perfectaudience.com/2015/05/20/new-feature-hubspot-1-click-integration/

How to make Outlook emails look more presentable: http://blog.hubspot.com/marketing/prepare-emails-outlook-tricks

Link above shows you how to:
1) Use tables.
2) Specify line-height, font size, and color.
3) “Break” your text.
4) Add ALT text to images.
5) Use center tags.
6) Beware of background-images, padding, float, and forms.
7) Preview and test emails.

See also, Email on Acid’s guide to emails for Outlook: https://www.emailonacid.com/blog/article/email-development/removing_unwanted_spacing_or_gaps_between_tables_in_outlook_2007_2010

Action item: Check how your emails sent from HubSpot look in Outlook

Shot 3: Challenge of the Week

Being consistent with getting the podcasts up each week.

Shot 4: Opinion of the Week

Mobile-heavy Facebook ads make search work harder: http://insights.fb.com/2015/12/09/measuring-campaign-effectiveness-making-search-work-harder/

“People exposed to Facebook ads were significantly more likely to search for more cost-effective branded keywords and, in some cases, less likely to search for more expensive unbranded keywords.”

“People who saw Facebook ads were more likely to search and click through to an advertiser’s website, with campaigns experiencing an average 6.3% lift in mobile search traffic compared to an average .9% lift on desktop.”

Action item: If you aren’t yet using Facebook Ads, at least set up a test

Shot 5: General Tip of the Week

Content Curation for Marketers – The Definitive Guide: http://www.siegemedia.com/content-curation

“Content curation is organizing and presenting external, valuable content in a particular niche and presenting that to a defined user base in a compelling way, with the goal of building an audience over time.”— Joe Pulizzi

“Summarized, effective content curation highlights amazing content readers have never seen, in a way that also adds value and impresses the original source.” – Ross Hudgens

Two key takeaways:
1. Find unseen valuable stuff and share it immediately
2. Use custom description when sharing that adds value

Shot 6: State of Inbound Item of the Week

Content Marketing In Australia 2016: Benchmarks, Budgets & Trends report: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/

Of 3714 respondents, 146 were from Australia, which is where the data comes from.

On page 12 of the report, it says that 57% of effective marketers meet daily or weekly.

Action item: focus on communication with your team, sales, and external agencies

On page 14 of the report, it says 87% will produce more content this year, 11% say they’ll produce the same amount.

On page 26, 58% say they will increase content marketing spending in the 12 months.

Action item: Be aware your competitors are increasing their content marketing investment, and you should consider whether you need to be doing the same.

It’s important to build an audience – focusing on quality instead of quantity works better for retention. It’s good to measure success and effectiveness of certain campaigns.

Shot 7: Resource of the Week

Marketing lessons by Google Primer iOS app: https://itunes.apple.com/au/app/primer-marketing-lessons-from/id918628107?mt=8
Action item: Check out the app

Tool that helps with conversions/popups: http://www.leadpages.net/library/
They provide a lot of free resources to help you market your business.

Shot 8: Listener Tip of the Week

Hotjar, a new and easy way to understand web and mobile site visitors: https://www.hotjar.com/

Action item: Use HotJar (or any of the other heatmap tools available) to check what people are actually clicking on on your home page.

Shot 9: Podcast of the Week

This Old Marketing by Joe Pulizzi and Robert Rose, about content marketing and adding value: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/

Action item: Check out some of the other marketing podcasts available


Sign off: see you next week for our last show of the year

HubShots Episode 12 Content Curation

1 Enjoy your latest taste of HubShots

Episode 11: Stickers

Welcome to Episode 11 of HubShots!

Recorded: Tuesday 15 December 2015

In this episode we cover:


Our second podcast recording in the same location (usually it is all via Skype)

We have some ‘limited edition’ stickers.

To get a free sticker simply leave us a note on the Contact page with your mailing address and we’ll send you one.

The #hubshots stickers have arrived – https://hubshots.com #hubspot #podcast

A photo posted by Craig Bailey (@craigjamesbailey) on

Shot 1: Inbound Thought of the Week

Good Content versus Good Enough Content – Inbound talk by Ann Handley: http://www.inbound.com/blog/ann-handley-ideas-and-experiences

Some key takeaways:

  • Challenges the notion that quality is automatically counter to quantity
  • Biggest missed opportunity: playing it too safe
  • No slides though, plus leaving a comment completely refreshes the page and starts the video again.
  • Action item: make sure your video embeds provide a good user experience
  • I like how she uses MailChimp as an example… at a HubSpot conference.
  • Be bolder with our stories. Be the Voice in your industry

Shot 2: HubSpot feature/tip of the Week

Eventbrite integration notification in HubSpot – although I’m not sure if this is new or not? KB is from October: http://knowledge.hubspot.com/articles/kcs_article/integrations/how-to-connect-hubspot-and-eventbrite

A/B testing workflows: http://blog.hubspot.com/customers/a-b-test-workflows-and-automated-emails

See my comment at the end of the post

Action item: there’s alway multiple ways of doing things

Split testing in general – split your lists using the last digit of Contact ID (eg one list with even numbers, another with odd):

Simple HubSpot list splitting tip

If your Contact IDs are not populated, as an alternative you can use another test such as the first letter of a last name eg:

Smart list based on last name

Action item: Don’t under-estimate your brand, and Split testing email newsletter list: Always be testing!

Shot 3: Challenge of the Week

Not saying ‘hmmm’ all the time 🙂

Trying to match HubSpot conversions with analytics:

I’ve finally been able to spend some time and confirm the above all works in both AdWords reporting and HubSpot reporting. Initially I was worried there might be some doubling up in analytics, but there were no issues.

Shot 4: Opinion of the Week

Really interesting: HubSpot purged their email subscriber list: http://blog.hubspot.com/marketing/blog-subscriber-graymail-purge

“After all, 550,000 subscribers is nothing but a vanity metric if 250,000 of those people aren’t actually engaging with your content. And the people we were unsubscribing hadn’t clicked through to our blog from any of the emails we’d sent them over the course of the last 6 months, so we weren’t at risk of losing any email traffic.”

Interesting prediction: http://contentmarketinginstitute.com/2015/12/content-marketing-predictions-2016/

“I predict the emergence of ‘TweetRank.’ As sign-up growth slows, Twitter will boost its stock price by making ads more prominent. That means making some tweets less prominent. To decide which tweets get which treatment, there will be an algorithm. – Andy Crestodina, strategic director, Orbit Media Studios”

Shot 5: General Tip of the Week

Google’s new accelerated mobile pages (AMP): http://www.searchenginejournal.com/google-to-roll-out-accelerated-mobile-pages-to-everyone-get-your-content-ready-now/146743/

Action item: investigate whether this could be beneficial for your business – especially if you have a lot of mobile traffic

Shot 6: State of Inbound Item of the Week

Content Marketing Institute Content Marketing Research 2016 report


3714 respondents, 146 in Australia

  • p8 only 28% say they are effective – the rest said they were neutral or not effective
  • p12 57% of the most effective marketers meet daily or weekly
  • p13 64% say meetings are valuable

Shot 7: Motivation of the Week

Get a sticker! https://hubshots.com/contact/

Shot 8: Resource of the Week

This is awesome: Content Curation mega practices: http://www.siegemedia.com/content-curation

More on this next week.

Shot 9: Podcast of the Week

Each week we mention one of our favourite podcasts

The Readitfor.me OneBook Podcast: https://itunes.apple.com/us/podcast/readitfor.me-onebook-podcast/id973527627?mt=2

HubCast: http://www.thesaleslion.com/hubcast-podcast/

Get your stickers! https://hubshots.com/contact/

HubShots Episode 11

Enjoy your latest taste of HubShots

Episode 10: Marketing Industry Trends for 2016

Welcome to Episode 10 of HubShots!

Recorded: Tuesday 08 December 2015

In this episode we cover:


Our first podcast recording in the same location (usually it is all via Skype)

Shot 1: Inbound Thought of the Week

Inbound lives on because we are getting emails notifying us of new Inbound talks that were recorded at the conference being made available on the site.
eg: Don’t Feed the Racists: Merredith Branscombe: http://www.inbound.com/blog/merredith-branscombe-bold-talks

Shot 2: HubSpot feature/tip of the Week

Understand how HubSpot buckets together traffic in the sources report: http://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report#detailed_rules

e.g. be careful when setting the ute parameters from paid search e.g. if you use banner or cpm (instead of cpc or ppc) as the medium they will get bucketed into Other instead of Paid Search

Shot 3: Challenge of the Week

Setting up for this recording

Shot 4: Opinion of the Week

Marketing Industry Trends

We look at the trends highlighted from three main industry leaders:

1:  http://www.forbes.com/sites/jenniferrooney/2015/11/20/the-five-marketing-trends-cmos-can-no-longer-ignore-in-2016

Jim Lecinski, VP Americas Customer Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will strengthen next year and beyond.

Lecinski identified the trends based on these important criteria: They assist CMOs in their mission of driving growth; they are trends that are now big enough to matter; they are relevant across all industries; they are relevant not just in the United States but globally; and they are actionable—trends CMOs shouldn’t just be watching but acting on now:

  • IoT
  • Mobile first
  • VR – Ian’s example
  • Disruptive Competition
  • Rise of AdTech

Example by Ian about Google Trusted photographers

The Internet of Things (IoT) is the network of physical objects or “things” embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data. – from wikipedia

More on IoT but kinda vague:

Health (e.g. fitbit) and safety (nest thermometer) are key examples (e.g. self-diagnosing car), but still these examples are vague – not many examples that are relatable for marketing managers in B2B companies. Some retail examples could work.

Remember Growth Driven Design: https://hubshots.com/episode-1/

2: Interesting predictions: http://news.microsoft.com/features/from-ai-and-data-science-to-cryptography-microsoft-researchers-offer-16-predictions-for-16/

Lili Cheng
Distinguished Engineer & General Manager, Microsoft Research NExT

How would you complete this sentence: 2016 will be the year that…
“‘More kids’ first jobs will be virtual rather than in a physical place. Over time, this will cause us to rethink the way we work, and the way we design our physical cities, neighborhoods and local communities.”

Action items: Marketing managers need to be prepared to use remote resources in the future


Justin Cutroni: Author, Analytics Evangelist at Google

“I think the one thing that really excites me is the continued convergence of data. Businesses are merging more first- and third-party data sets to draw deeper insights about existing customers, attract new customers and, ultimately, increase revenue.”

HubSpot CRM is a very simple example of this – pulling in 3rd party data to enrich your own data.

Google Analytics can import offline data sets into analytics, but make sure the data is not personally identifiable: https://support.google.com/analytics/answer/2838984?hl=en&utm_id=ad

Look-alike audiences is another example of your own data being used with 3rd party data to provide access to more potential customers: https://www.facebook.com/business/help/164749007013531

Our own observations on ‘trends’:

1: Marketing managers are using personas and workflows more – they’ve known the concept for a while, but the trend is that they are now actually spending the time to craft and act on them.

2: Trend – marketing is acquiring or keeping a customer, not just leads – end to end visibility

3: The push for ROI trend

4: Finally, brace yourself for the ‘content marketing is dead’ trend eg: http://www.inc.com/yoav-vilner/content-marketing-is-dead-long-live-interactive-content-marketing.html

Shot 5: General Tip of the Week

Think about what your going to do about 2016.

Take away: think about what worked and how you can multiply that effect in 2016.

Shot 6: State of Inbound Item Week

Impress your boss: http://www.hubspot.com/marketing-statistics

“The average click-through rate for paid search in 2010 (worldwide) was 2%. (Convario, January 2011)”

Shot 7: Resource of the Week

Getting your marketing plan in place for 2016: http://blog.hubspot.com/marketing/content-marketing-plan

Enjoy your latest taste of HubShots

Episode 9: 10,000 Hours

Welcome to Episode 9 of HubShots!

Recorded: Tuesday 01 December 2015

In this episode we cover:


HubSpot issues: http://trust.hubspot.com/?p=1659
What is your business continuity plan? Do you actually know?

Shot 1: Inbound Thought of the Week

Is it possible to do your 10,000 hours in inbound marketing?

By the time you get to 10,000 hours the whole industry has changed…

Take away: don’t get too fixated on practicing 10,000 hours of tactics, instead practice adding value – if you’ve done 10,000 hours adding value to your company then you well on the way to being a master

Shot 2: HubSpot Feature/tip of the Week

Workflow tips:

  1. Test option in Workflows – you can test receiving all the emails in a workflow
  2. Setting Lifecycle stages in workflows – need to clear a lifecycle stage if you want to downgrade it
  3. Workflow branching prompt – if adding or deleting a branch option:

HubSpot Workflow Delete Branch options

btw did you know the Lifecycle stage is automatically set to ‘Lead’ if a person fills in a form:

Some good workflow examples: http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx

Action item: what workflows are you using? If none go build one and point them to the workflow resource on Hubspot blog.

Shot 3: Challenge of the Week

A follow up to Brendon’s challenge of the week
Contact details getting overwritten: http://sales.hubspot.com/knowledge/contacts-companies/article/why-was-my-contacts-email-address-overwritten:

“Keep in mind that when visitors first come to your site, a cookie is dropped in their browser that is used to track them on their journey through your website. If they leave and come back, that cookie is still tied to them. When a submission is captured, it is tied to that cookie and that data either creates a new contact record or updates an existing contact record if they already exist. Since the cookie is unique to the visitor, if multiple submissions happen under the same cookie, the cookie recognizes this as updated contact information, not a new contact.”

I was looking for a way to build a list based on people’s history for a particular contact property changing – but it doesn’t look like it is possible.

Action item: Be aware of the power and danger of forms using cookies

Shot 4: Opinion saving for EP10

Join us next episode for a discussion around marketing trends.

Shot 5: General Tip of the Week

A/B testing is dangerous: http://kadavy.net/blog/posts/aa-testing/

Lies, damned lies and statistics

Action item: Be aware of the misleading possibility of statistics

Shot 6: Listener Tip of the Week

Have you got a tip of the week? We are inviting listeners to send us their own tips, and if really good we’ll mention you and your tip on the show.

Please leave a comment below, use our Contact form, or tweet us at @HubShots with #hubshots

Shot 7: State of Inbound Item of the Week

CMI Australian Content Marketing Report Item of the Week


Caveat: 3714 respondents, 146 in Australia

  • p6 81% of marketers say they use content marketing (down from 89% last year)

Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

  • p15 92% use social media content as part of their content marketing tactics
  • p17 86% use LinkedIn, 79% Twitter, 76% Facebook

Shot 8: Motivation of the Week

More from the CMI report:

CMI Australian Survey Maturity Level

  • p7 only 3% of marketers describe their content marketing maturity level as ‘sophisticated’. 27% said ‘mature’

Action item: the majority of marketers are still getting to grips with their content marketing, so you have an advantage if you can mature quickly

Shot 9: Resource of the Week

Moz (@moz) Content Marketing Guide:

Shot 10: Community Item of the Week

Content Sells Podcast – Suzi Dafnis (@suzidafnis) and Michelle Falzon (@michelle_falzon): http://contentsellspodcast.com/11-step-2-secret/

“The Step 2 Secret basically works on the premise of providing the next step to your ideal customer right in the moment of their greatest interest or need.”

Basically: optimising your thank you pages to have ideal ‘next steps’

Action item: Make sure you listen to the episode and download their 10 examples PDF.

Finale: it all comes back to value…as we said at the start this is all about your 10000 hours on practice providing value…