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Monthly Archives: May 2016

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Episode 34: HubSpot CRM Workflow Updates, Unbranded Email Test Results, Advanced Personas

Welcome to Episode 34 of HubShots!

Recorded: Monday 16 May 2016

Welcome

In this episode we ‘crack on’ even though Ian is fighting a cold 🙂

Shot 1: Inbound Thought of the Week

Apologies for the ‘ding’!

Training – we did the Agency Positioning and Targeting workshop and the content and structure was great and the relationships we made in that period has still stuck today. So consider doing some training and growing your knowledge of Inbound and HubSpot. https://www.inbound.com/inbound16/trainings

I got to meet David Weinhaus!

Also if you are doing INBOUND alone we would love to meet you…..

http://inboundcountdown.com – check how long to go!

Shot 2: HubSpot Feature/tip of the Week

Automate Lead Rotation, Task and Deal Creation in Workflows

According to a recent study, sales teams spend less than a third of their time actually selling. The rest is spent on administrative tasks like creating CRM records, logging manual activities, and searching for relevant content to send to leads.

The ability to automate is critical to the development of successful sales organisations. It saves your reps and managers precious bandwidth, enabling them to focus on what’s really important — meeting the needs of their prospects and closing deals.

With three new updates to HubSpot — lead rotation, task creation, and deal creation — you’ll spend more time selling and less on busywork.

Lead Rotation

As your company grows and your sales team matures, assigning leads manually doesn’t scale. What was once five minutes a day becomes a full time job. Automating lead rotation saves precious time and bandwidth, allowing sales managers to stay focused on what really matters— their team’s performance.

How it works:

Rotate lead assignment in Workflows

Find your way into Workflows by clicking Contacts > Workflows in HubSpot Marketing. Edit one of your workflows using the pencil icon on the right, or create a brand new one for rotating leads with “Create New Workflow.” Once inside your workflow, add a new action, and you’ll see a brand new option under the “Sales” section: “Rotate Leads.”

The rotator works in a “round-robin” style — add any number of owners to the rotation, and they’ll be assigned the leads evenly.

Deal and Task Creation

Here’s how sales reps often divided their days: for every two hours spent selling, an hour of CRM administration — creating contacts and companies, logging tasks to follow up on, creating opportunities. Newsflash: if you can cut down that hour of admin work, you’ll sell more.

How it works:

Create a deal in HubSpot Workflow

Follow the steps outlined above to navigate into a workflow. When selecting a workflow action, you’ll now have the options to “Create a Task” and “Create a Deal.”

When you choose “Create a Deal,” you’ll be able to assign a HubSpot owner, name the deal, choose a Pipeline, Deal Stage, Close Date, and amount.

When creating a task, you can set status, due date, owner, and description.

Create a task in Workflows

What are some common use cases?

– Auto-creating a new Task to follow up in a few days when a deal changes stages

– Auto-creating a Task or Deal when you import a new list of contacts

– Auto-creating a new Deal when a contact or prospect fills out a particular form, such as a ‘Request a Demo’ or ‘Start a Trial’ form

– Auto-creating a Task for a rep to follow up with a contact or lead who views your pricing page, clicks a certain CTA, or views a webinar.

How to get started

Sales automation is a new part of Workflows, HubSpot’s automation tool — available to Professional and Enterprise subscriptions. Getting started is easy. Head into your Workflows to start automating your sales processes now.

Shot 3: Test of the Week

Test sending unbranded email eg strip out the images and extraneous formatting. We saw HubSpot do this with a partner email.

Even in our own testing we noticed an average open rate of 15% when it was branded and that moved to almost 30% when it was unbranded and looked like it came from us personally! eg compare a normal email in January to a recent unbranded email in April:

Testing Unbranded emails

As with all ideas like this – make sure you test and measure – your results may vary!

Shot 4: Opinion of the Week

Un-gate all the things! Or don’t: http://www.craigbailey.net/whole-un-gate-things-trend-going-moment/

Shot 5: General Tip of the Week

Useful tips for approaching your personas by Marcia Riefer Johnston: http://contentmarketinginstitute.com/2016/05/buyer-personas-essential-parts/

From Tip #1: “Don’t describe the persona to the reader. Have the persona talk to the reader in first-person.”

For an in-depth look at buyer personas check out Adele Revella’s book: http://www.amazon.com/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501
http://www.buyerpersona.com/about-adele-revella

She goes through 5 main steps for thinking through a buyer persona
#2 is to think about Success factors and the results they expect

Also have a listen to Moby’s episode 11 of Inbound Buzz where he goes through how to create personas: https://soundcloud.com/inboundbuzz/011-how-to-create-personas-for-inbound-marketing-success

Shot 6: State of Inbound Item of the Week

Take 15 minutes to do the State of Inbound Report: http://www.stateofinbound.com/
Direct link to the survey: https://soi2016.questionpro.com/

Shot 7: Community Item of the Week

Nice episode by Moby (@mobysiddique) outlining some cool content creation tools: https://soundcloud.com/inboundbuzz/ep09-ultimate-content-creation-tools-used-by-agencies-and-pros

Shot 8: Podcast of the Week

Content Inc by Joe Pulizzi: http://contentmarketinginstitute.com/content-inc-podcast/
Simple, insightful gems of marketing wisdom, less than 5 minutes.

Shot 9: App of the Week

Read Medium on your phone every night: https://medium.com/m/app

Rescue Time for working on your Mac/PC: https://www.rescuetime.com/

HubShots Episode 34

Sydney Harbour Bridge

Episode 33: Outsourcing Tips, HubSpot Paid Social Channel, App of the Week

Welcome to HubShots Episode 33

Recorded: Monday 09 May 2016

Welcome

Feedback from Ian’s Google Partner event:

– Businesses are realising that sales and marketing really do need to co-exist and be on the same page.
– Everyone loved the Google Cardboard and experiencing some virtual reality.

Inboundcountdown.com –

Shot 1: Inbound Thought of the Week

The value of Thank You pages, and the importance of thinking through the goal of thank you pages:

– Have another offer (while they are waiting)
– Give them confidence their request has been recorded, include a timeframe for when they will receive an email or reply

Shot 2: HubSpot feature/tip of the Week

New Paid Social channel in the Sources report:

HubSpot Paid Social Report Source

If utm_medium=”paid” and utm_source = the name of a social network OR utm_medium=”paid” and referring domain is a social media site OR utm_source OR utm_medium =”paidsocial”

They don’t support utm_medium=”cpc” or “ppc” which is a little strange – Craig is raising that with HubSpot.

Eg here’s a typical parameter string we use with Facebook advertising:

utm_source=facebook&utm_medium=cpc&utm_content=feed&utm_campaign=your-campaign-name

this will now have to change to:

utm_source=facebook&utm_medium=paidsocial&utm_content=feed&utm_campaign=your-campaign-name

Here’s an example of how it looks in Facebook Power Editor when editing an ad:

Facebook URL parameters

Shot 3: Challenge of the Week

Finding people to help with specific tasks – outsourcing can be daunting!

Tips for Outsourcing

It’s not just overseas, there’s also lots of local freelancing options available.

Finding freelancers:

https://www.upwork.com/

http://jobs.problogger.net/

http://freelancer.com/

https://www.onlinejobs.ph/

http://www.virtualstafffinder.com/ – Chris Ducker – VirtualStaffFinder – included contract stuff, did the testing of applicants

Key skills they can help with

– Research

– Graphic design

– Data migration

– Content population

– Writing blog posts, articles and ebooks

– Social media management

– Outreach research

Tips for managing freelancers

– Be very specific about their tasks, define the processes and results required

– Check in regularly (communication is very important)

– Make sure they know they can contact you easily eg Skype, Slack, IM

– Give them a test task as a first project, so you can gauge strengths and weaknesses, don’t expect perfection at first

– Give regular feedback and bonuses

– Have a daily report they can complete so you can track progress…I use a Google Form

– If they work for you fulltime, know their birthday, special holidays etc.

– Visit them!

Shot 4: Opinion of the Week

Be careful of setting up shop on rented land eg putting all your effort into Facebook.

Ian share’s insights from a conversation with a legal marketing person.

Also be careful to use medium.com as a channel, not your full site blog host

Shot 5: General Tip of the Week

Check your site speed. Use Google https://developers.google.com/speed/pagespeed/insights/ or http://website.grader.com/

If you want help optimising your site and hosting talk to us.

Shot 6: State of Inbound Item of the Week

Take 15 minutes to do the State of Inbound Report: http://www.stateofinbound.com/

Direct link to the survey: https://soi2016.questionpro.com/

Shot 7: App of the Week

Scannable – https://itunes.apple.com/au/app/evernote-scannable/id883338188?mt=8
No need for a big clunky scanner these days – instead just use your phone.

Get a copy of Inbound Marketing by Dharmesh and Brian:

https://www.facebook.com/HubShotsPodcast/photos/a.1034322543255392.1073741828.1013403638680616/1122408647780114/?type=3&theater

Episode 33 of HubShots

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Episode 32: HubSpot Smart List Performance Metrics, Chatbots, CRM Permissions

Welcome to Episode 32 of HubShots

Recorded: Monday 02 May 2016

Shot 1: Inbound Thought of the Week

Keynote speaker: Kim Scott
Radical Candour : http://www.radicalcandor.com/
http://www.kimmalonescott.com/#!blog/cmq7
example: http://www.kimmalonescott.com/#!How-to-be-radically-candid-about-BO/c1z2c/56bf29a60cf2132b0297bd32
http://firstround.com/review/radical-candor-the-surprising-secret-to-being-a-good-boss/

Radical candor, then, results from a combination of caring personally and challenging directly. But what does it look like in practice? Scott has created an acronym to help people remember:

HHIPP: “Radical candor is humble, it’s helpful, it’s immediate, it’s in person — in private if it’s criticism and in public if it’s praise — and it doesn’t personalize.” That last P makes a key distinction: “My boss didn’t say, ‘You’re stupid.’ She said, ‘You sounded stupid when you said um.’ There’s a big difference between the two.”

Inbound Prediction: HubSpot will launch an MVP program
Similar to how Microsoft has a fantastic MVP program.

Shot 2: HubSpot feature/tip of the Week

Smart List Performance tab:

HubSpot List Performance tab

Action item: use these graphs to highlight areas to improve or remove. For example, I’ve cut back on showing CTAs to anyone outside Australia.

Shot 3: Challenge of the Week

Communicating with customers when things go wrong.
Chatting with @mobysiddique about this – he alerted me to the issue initially, because he is having the issue with his InboundBuzz podcast feed

Example of what not to do: Soundcloud – http://status.soundcloud.com/post/143647524960/rss-feed-maintenance

Example of what to do: HubSpot (discussed in ep 9 – https://hubshots.com/episode-9/http://web.archive.org/web/20160304065446/http://trust.hubspot.com/?p=1688), WPEngine

Shot 4: Opinion of the Week

The 200 billion dollar chatbot disruption: http://venturebeat.com/2016/05/01/the-200-billion-dollar-chatbot-disruption/

To highlight the key differences, let’s itemize the various gaps in the two approaches:

  1. Chatbots offer a standardized way of connecting with businesses (similar to Twitter handles or email addresses), reducing the complexity of finding the contact info for a company.
  2. By integrating with Facebook identity, chatbots allow for automatic verification of personal information (no more cumbersome account lookups or credit card entries).

Takeaway: How do you get prepared as a business for this? Is the first thing to have a knowledge base where customers go to help themselves?

VR – Google Cardboard

Shot 5: General Tip of the Week

Advanced User Permissions for HubSpot CRM

What it is
Now live is a new set of permissions in HubSpot CRM that enables administrators to more closely manage who can access what within the tool.

As sales teams grow, it becomes more necessary to control access to information. Which team members should be able to add properties and update deal stages? Should everyone be allowed to import and export data? With today’s update, HubSpot CRM empowers sales managers and administrators to get more granular in setting permissions, ensuring that team members are only able to access the information that’s relevant to them.

How it works
For HubSpot CRM users, navigate to Settings > Users. Add a new user or edit an existing one, and you’ll see a new set of options under the “Sales” user roles:

For each user, admins will be able to choose the following permissions:

CRM Features (Companies, Deals, Tasks): Enabled/Disabled
View: Everything, owned + unassigned, owned only
Edit: Everything, owned + unassigned, owned only
Bulk Delete: Enabled/Disabled
Import: Enabled/Disabled
Export: Enabled/Disabled
Edit Settings: Enabled/Disabled

HubSpot CRM User Roles

These permissions can be mixed and matched on a per-user basis to make the configuration that works best for a specific team. Users can also separate view and edit permissions. For example, a manager might let his or her reps see everything, but only edit the records they own.

Shot 6: Win of the Week

Google Partners Connect Event

Make sure you follow us on Twitter @HubShots to get any real time specials or resources e.g. the AppSumo deal sold out.

HubShots Episode 32

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Episode 31: Ghostwriting, HubSpot campaign improvements and changing Buyer behaviours

Welcome to Episode 31 of HubShots!

Recorded: Wednesday 27 April 2016

Welcome

The countdown to Inbound 2016: http://inboundcountdown.com – check how long to go!
https://hubshots.com/inbound-countdown/

Shot 1: Inbound Thought of the Week

We’re planning a HubShots Inbound16 Meetup
Nervous about not knowing anyone at Inbound? Don’t worry – we’re organising a meet up on the first night so you can meet a friendly face.

Shout out to Jenny Donnithorne

Craig who do you think will speak?

Prediction: Dan Ariely author of Predictably Irrational : http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248
Decoy pricing – https://en.wikipedia.org/wiki/Decoy_effect

Shot 2: HubSpot feature/tip of the Week

Having Campaign next steps while creating the campaign! Eg. When building landing pages it helps create a thank you page too

HubSpot Campaign Helper

Advice: Just start a campaign!

Shot 3: Challenge of the Week

Convincing your boss you want to attend INBOUND!
http://www.inbound.com/blog/how-to-convince-your-boss-to-send-you-to-inbound-2016

Shot 4: Opinion of the Week

Is It Morally Okay to Ghostwrite Thought Leadership?

Interesting thoughts about the *morality* of ghost writing thought leadership pieces. And a suggestion around whether ghostwriters should get a mention (eg in a byline or bio section)

Shot 5: General Tip of the Week

Do we really understand inbound?
The benefit of the HubSpot training and certification

Shot 6: State of Inbound Item of the Week

When buyers want to meet with sales

The good news for sales is that the majority of business buyers want to meet with sales during the consideration phase — after they’ve done some research and know they need more information to make a sound decision. After finding out what the buyer knows, a well prepared sales representative can elaborate on their product and share advice they are best equipped to provide. This advice should be new to the buyer and educate them further on the product or service.

HubSpot research - when buyers want to connect with sales

Action item: Think about where you are engaging buyers in your business. May be you need to talk to them in your consideration stage!

Shot 7: Community Item of the Week

HubSpot email signature generator: http://www.hubspot.com/email-signature-generator – from Mads & Ryan!

HubSpot Beacon integration: http://www.hubspot.com/integrations/beacon – well done Kevin!

The HubShots Interviews ebook: https://hubshots.com/the-hubspot-interviews/

Leave us your feedback – how can we improve the show to give you more value? Leave us a comment or use our Contact Us page: https://hubshots.com/contact/

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HubShots Episode 31