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Monthly Archives: September 2016

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Episode 52: Inbound Rave, HubSpot Rant, State of Inbound Review, Appreciating the Good Things

Welcome to Episode 52 of HubShots!

Recorded: Monday 26 September 2016 | Published: Thursday 29 September 2016


Special offer: Free set of steak knives for the most creative tweet to us @HubShots  : http://www.ebay.com.au/itm/NEW-ROUND-TIP-STEAK-KNIFE-SET-Plastic-Handle-Knives-Handle-Stainless-Steel-/181931151878?var=&hash=item2a5bf11206:m:m_wnPX5REmSDd9bO-33BpZQ

Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 42 days left!  Will be in the 30s when this is live!

New Featured Speaker – Michael Strahan – http://www.inbound.com/inbound16/speakers/michael-strahan

Emmy winner and Super Bowl Champion Michael Strahan currently co-hosts ABC’s “Good Morning America” and serves as an analyst for “Fox NFL Sunday.”

Here is his book, Wake Up Happy – http://wakeuphappy.com/

Shot 2: HubSpot Feature/Tip of the Week

Point out the product updates page  > http://www.hubspot.com/product-updates

  1. In Beta – New HubSpot Marketplace – where are the drag and drop templates filter?
  2. New Collected Forms Dashboard in LeadIn

Reminder tips:

Shot 3: Challenge of the Week

Buyer’s Remorse – https://en.wikipedia.org/wiki/Buyer%27s_remorse

HubSpot Inbound discount pricing – so many ways to piss people off.

A customer purchased a ticket to Inbound back in March. Last week he got an email from HubSpot offering him 60% off a ticket. He was pretty annoyed!

Buyer’s remorse – a big problem often created by conflicting KPIs.

We also see this with HubSpot license pricing.

Shot 4: Opinion of the Week

Bad app experience.  Eg. Band App where it was forcing you to enable notifications.  Why do people cause friction between people?

Shot 5: Pro Tip of the Week

HubSpot research > https://research.hubspot.com/

Use this for metrics in your presentations and talking to your business.

Shot 6: State of Inbound Item of the Week



2 key takeaways:

1: Marketers find tracking and making sense of their metrics a challenge. SOI blog X Most Revealing Stats 3

2: Inbound organisations with an SLA are over 5X as likely to be effective.SOI blog X Most Revealing Stats 4

Shot 7: Resource of the Week

Focus on subscription goals as part of your goal set:


“Yes, we cannot own our audience, but there are different levels of control. If you have your choice, email subscription is the most important type of relationship you can have with your subscriber, simply because you can control that connection the most. Your fans on Facebook or your followers on Twitter should be viewed as they are — temporary subscription opportunities with whom you can try to build relationships. Those connections are controlled by Facebook and Twitter, and the platforms can do whatever they want with them. We’ve obviously seen the changes Facebook has made, and the millions that brands have lost by focusing too much on these types of connections. Google doesn’t even know what they are doing with Google Plus. So tread lightly.“

The Subscription Hierarchy

pasted image 0 6

Shot 8: Community Item of the Week

Penguin now part of the Google Algorithm: https://webmasters.googleblog.com/2016/09/penguin-is-now-part-of-our-core.html

Aaron Wall comments: http://www.seobook.com/penguin-40-update

Key point: “Anyone operating at scale chasing SEO with automation is likely to step into a trap.”

Shot 9: App of the Week

The advertising ROI calculator: https://www.hubspot.com/ads-calculator

hubspot ads roi calculator

Shot 10: Podcast of the Week

InboundBuzz – Episode 30: https://www.redpandas.com.au/ep30/

Moby discusses the future of marketing including some stats from the State of Inbound report. He has a particular focus on video this episode as well, including the new video aspect orientations for Facebook video.

Shot 11: Thought of the Week


“I used to dream about a future where I was rich and successful. These days, I dream about a future where Bryn, Eric and I can all go have a picnic in the park together.

It turns out all that really matters to me is my family being healthy, happy, and together. If we have that then I’ll feel like the richest person in the world.”

A reminder to appreciate the ‘little’ things…

Shot 12: Quote of the Week

The team that is the most focused and executes the best is the team that wins. That’s usually the team that can handle the pressure of the situation. ~ Michael Strahan

HubShots Episode 52


Episode 51: HubSpot Workflow settings, State of Inbound Report 2016, plus lilBUB

Welcome to Episode 51 of HubShots!

Recorded: Monday 19 September 2016 | Published: Thursday 22 September 2016


Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 50 days until Inbound

Another spotlight speaker announced – Angela Duckworth


Author of Grit – http://www.bookdepository.com/Grit-Angel-Duckworth/9781785040191

Craig is reading this at the moment – and she would have been one of his predictions!

HubShots meetup plan – we’ll use WhatsApp to tell you where we are, so you never have to feel isolated.

Varun mentioned that there 60-70 Australian HubSpotters attending.

Shot 2: HubSpot Feature/Tip of the Week

Something new: http://www.hubspot.com/2016-product-refresh

Something old: Using Settings in Workflows: Suppressions and Priorities:

hubspot workflow suppressions

This isn’t new – it’s been there for ages – but a good reminder to use these features.

Shot 3: Opinion of the Week

When people say they want a new website, actually they are saying they want a new web strategy

If you are planning a new web site and you only focus on look and feel you’ve missed a key part.

Takeaway: ask the ‘5 Why?s’ : https://en.wikipedia.org/wiki/5_Whys

Shot 4: Challenge of the Week

Even though a business has made sales does not mean everything on a website is geared to drive sales.

So we are working on a website that sells a product on a recurring payment.  What we analysed and went to optimise the content on the site we discovered that there were many points of friction.

  1. No one thought about the buyer’s journey.
  2. Offers at each stage of the journey were not clear.
  3. The path to conversion was unclear.

Takeaway – don’t believe everything someone tells you, go look for yourself and evaluate the buyer’s journey and the content.

Shot 5: Pro Tip of the Week

LinkedIn conversion tracking is now available – finally:


Shot 6: State of Inbound Item of the Week

The new State of Inbound report is now available:


P29 Sales challenges:

Getting a response is now the biggest difficulty:

p29 sales difficulty

Key takeaway: get creative about getting cut-through. Quality over quantity.

Notice: Customer references is a big influence:

p107 sources of purchase information

Key takeaway: use case studies in your consideration and decision mode strategies.

Shot 7: Resource of the Week

Larry Kim and Jon Loomer – as usual 🙂


1200 x 627 versus 1200 x 628

Great place to start is Canva when creating images.

Shot 8: Community Item of the Week

Facebook news feed hacking – from Larry Kim:


Shot 9: Podcast of the Week

BROADCAST – Inbound Learning Broadcast

By HubSpot Academy

png 2


Shot 10: App of the Week

Lil BUB Weather: http://lilbub.com/



Here’s some of our favourite tools:

  • SEMrush
  • BuzzSumo
  • Google Docs
  • Slack
  • Ahrefs
  • Google Analytics
  • Google Tag Manager
  • Canva

Shot 11: Quote of the Week

“Purpose – the intention to contribute to the well-being of others”

― Angela Duckworth

HubShots Episode 51

Sydney Harbour Bridge

Episode 50: HubSpot Lead Scoring, Should we value leads with free email addresses?, Blog Optimisation Tips

HubShots Episode 50: HubSpot Lead Scoring, Should we value leads with free email addresses?, Blog Optimisation Tips

Welcome to Episode 50 of HubShots!

Recorded: Monday 05 September 2016 | Published: Thursday 15 September 2016


Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 64 days left

Good interview by George from The HubCast with Kim Darling who is the Event manager for Inbound: https://www.thesaleslion.com/hubcast-107-inboud16-interview-kim-darling/ 

Thursday morning keynote still needs to be filled, who will it be: Serena Williams?

Shot 2: HubSpot Feature/Tip of the Week

Using the HubSpot Lead Scoring

Academy Project: http://academy.hubspot.com/projects/customer-projects-lead-scoring

This is another one of the HubSpot tools that is under utilised. You can start with some simple engagement behaviours, and also demote certain contact attributes eg free email accounts:

hubspot lead scoring example

And also use some custom properties that others in the team have marked eg:

hubspot lead scoring example 2

Determine point values

How to Set Up Lead Scoring

PRO TIP: For the best results, you’ll want to stick to a 0-100 point scale and weight the points in relation to how ready that lead would be to talk to a sales rep.

Shot 3: Opinion of the Week

Should we value leads who use free email addresses?

Yes, in the majority of cases we should still value free lead addresses but then use the implicit behavioural data to further qualify/disqualify.

It can depend on industry as well eg if you are marketing to Tradespeople, then them having a @bigpond.com.au address is often normal.

Shot 4: Challenge of the Week

If you are all online what are you doing in an offline channel to assist people in making a choice?

Eg. Real estate agent who dropped a card saying they got the best price for a property in your area.

Shot 5: Pro Tip of the Week

Using Google Analytics to find your hidden sources of quality leads

Example: global brand running 2 campaigns at the moment:

TOFU campaign driving ebook signups – cost is <$5 per lead

BOFU campaign driving supplier search – cost is ~ $38 per qualified lead

But via Analytics we found that 20% of ebook leads clicked on a link in their email nurture to view the supplier search, and 84% of them then became qualified leads

Summary the TOFU campaign generated cheaper qualified leads

Shot 6: State of Inbound Item of the Week

Part 2 of the Blog optimisation project:

Blog Optimisation


Completing the steps will allow you to:

  • Increase the online traffic to your blog.
  • Better target your buyer personas.
  • Generate new qualified leads.

Step 4: Optimise the blog post around the primary long-tail keyword

Step 5: Format your blog post

PRO TIP: Remember to write for people first and foremost, not search engines!

Step 6: Add links to the body of the post

Step 7:  Include a call-to-action at the end of the post

Step 8: Include social sharing buttons

Step: 9: Update blog post and send a manual email to your “instant” blog subscribers.

PRO TIP: Here’s an example of a good Editor’s Note:

“This post was originally published in December 2014 and has been completely revamped and updated for accuracy and comprehensiveness.”

Here ends the 2 part series on Blog Optimisation.

Academy projects to see this all together and not in your portal  > https://academy.hubspot.com/projects/customer-projects-blog-optimization 

Shot 7: Resource of the Week


For next week:


Shot 8: Community Item of the Week

Interesting stats re content marketing’s success:


  1. 200 million people now use ad blockers
  2. The median time people spend on articles is 37 seconds

Shot 9: Podcast of the Week

George B Thomas interviews Kim Darling from HubSpot’s Inbound team:


Shot 10: App of the Week

Google Analytics

What do we like in it?  

  • Check bounce rates.
  • Where people enter your site
  • Where people exit your site

Shot 11: Quote of the Week

“What we want you to do is to change the mode of your website from a one-way sales message to a collaborative, living, breathing hub”

― Brian Halligan

HubShots Episode 50

Sydney Harbour Bridge

Episode 49: HubSpot Smart Stuff – Smart Lists, Smart CTAs

Welcome to Episode 49 of HubShots!

Recorded: Monday 29 August 2016 | Published: Saturday 10 September 2016

Welcome to the Wolverine episode 🙂

Thanks to George and Marcus for giving us a shoutout – like listening to Wolverine

Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 71 days left

New speaker announced


“Coates is one of the most elegant and sharp observers of race in America. He is an upholder of universal values, a brave and compassionate writer who challenges his readers to transcend narrow self-definitions and focus on shared humanity.”

Shot 2: HubSpot Feature/Tip of the Week

Let’s say you wanted to build a smart list based on how contacts first came into contact with you, eg this detail at the start of their timeline:

hubspot original example

What is their First Touch?

Original Source contact property is in the Web Analytics properties:

hubspot original source property

You can use it to build smart lists, and even direct workflows.

Shot 3: Challenge of the Week

Improving User Experience


To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

Official Google Webmaster Central Blog  Helping users easily access content on mobile

Reminder: The ‘morality’ of popups discussion:


Shot 4: Opinion of the Week


Think of content creation as being like a Product Manager


Having a visual workflow builder would be a big improvement to the product

Shot 5: Pro Tip of the Week

Creating a SMART CTA in HubSpot

Create a series of CTAs and then use Lists to drive people through a series of them eg create smart lists for contacts NOT in a conversion list.

Also use Smart CTAs to only show CTAs to people in a specific location eg Craig only shows offers to people in Australia


Shot 6: State of Inbound Item of the Week

Blog Optimisation


Completing the steps will allow you to:

  • Increase the online traffic to your blog.
  • Better target your buyer personas.
  • Generate new qualified leads.

Step 1: Pick one blog post to optimise

PRO TIP: Pick the post that is generating the most traffic to your blog.

Step 2: Determine which buyer persona the post is targeting

PRO TIP: Tailor the language of your blog post to mirror the language of your persona.

Step 3: Identify one primary long-tail keyword

PRO TIP: If the keyword that you’ve selected is too difficult, try a variation of it. Use a free tool like keywordtool.io to get suggestions of related keyword phrases.

Next week the remaining steps to optimise your blog!

Academy projects to see this all together and not in your portal  > https://academy.hubspot.com/projects/customer-projects-blog-optimization 

Shot 7: Motivation of the Week

Marcus and George mentioned us on the HubCast:


Shot 8: Resource of the Week

Tl;dr: hashtags are getting abused, and basically becoming worthless unless specifically related to an event or popular meme:


Ie if you are a brand and trying to get traction for a hashtag, don’t bother

Shot 9: Community Item of the Week

Useful to see how many different custom audiences and approaches he uses in order to drive signups for a webinar – he has 10,000 signed up for his next webinar:


Shot 11: Podcast of the Week

The Hubcast

Shot 12: App of the Week

HubSpot Marketing App


Shot 13: Quote of the Week

Marketing in four steps

“The last step is so often overlooked: The part where you show up, regularly, consistently and generously, for years and years, to organize and lead and build confidence in the change you seek to make.” – Seth Godin


HubShots Episode 49

Sydney Harbour Bridge

Episode 48: HubSpot COS G2 Crowd Quadrant Leader, Optimizing Video, Facebook Advertising Success Example

Welcome to Episode 48 of HubShots!

Recorded: Monday 22 August 2016 | Published: Thursday 01 September 2016


Today is the closing ceremony of the Olympics – go for gold…

Speaking of gold, congratulations to Search and Be Found on becoming a HubSpot Gold Partner! One of only 8 in Australia.

Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 78 days left

Consider doing some training to take your knowledge to the next level > http://www.inbound.com/inbound16/trainings

Shot 2: HubSpot Feature/Tip of the Week

HubSpot Website Platform has topped G2 Crowd’s Grid for Web Content Management Software, and been named #1 in both Market Presence and Customer Satisfaction with a total score of 89 out of 100


pasted image 0 4

There’s HubSpot up in the top right corner!

Shot 3: Challenge of the Week

  1. Knowing where all your digital assets are
  2. Having access to them

Eg. Many people don’t know how to access their domain or where their website is hosted!

Some tools we use:

LastPass > https://lastpass.com/ 

1Password > https://1password.com/teams/ 

Shot 4: Opinion of the Week

Real Time Platform Selection

The benefit of being able to select your platforms based on need, and then quickly changing.

Gary Vaynerchuk talks about this in his book, and David Meerman Scott discusses the benefit of real time content creation.

Why Marketers Already Like Instagram Stories Better Than Snapchat


Write for two audiences – one is the audience you want to work with, the second is the audience you want to promote your content (to the audience you want to work with)

Shot 5: Pro Tip of the Week

How to Optimize Video for Every Medium


What is your main business objective?  Then use the medium that fits.

Here  are each by their main business objective (not necessarily their only objective):

  • Conversions: Your Website.
  • Traffic: YouTube.
  • Retention and Branding: Facebook, Twitter, Instagram.

Key reminder: Solve for the problem!

Also: YouTube Spotlight Annotations


Shot 6: State of Inbound Item of the Week

Setting up your first Inbound campaign in HubSpot – Part 3

Last week we mentioned the Projects available in the Productivity menu

Final part of  Content Offer Campaign:

pasted image 0 5

Last week: Content creation => content offer => persona => buyer’s journey stage

Last week:

  • Content campaign

This week:

  • Content promotion

Projects   HubSpot

Very important:

  • Promote your content on twitter at least 4 times, test different times, text and images.
  • SOCIAL PRO TIP > Social media promotion for your content offer doesn’t end after just one or two posts. Schedule posts months after your content offer campaign has launched.
  • CONTENT PRO TIP > There is no perfect blog post length. Just make sure your blog post fully covers the topic and addresses your buyer persona’s needs.

Academy projects to see this all together and not in your portal  > http://academy.hubspot.com/projects/customer-projects-content-offer 

Shot 7: Motivation of the Week

Facebook Advertising results for an eBook campaign: <$5 leads

Shot 8: Resource of the Week

Guidance for moving from HTTP to HTTPS – ie SSL on your site



Shot 9: Community Item of the Week

The results from using SlideShare with CTAs


Key point: if you write content for other sites, often they won’t let you include a CTA in the content, but they have no problem if you have a SlideShare deck embedded – which itself has a CTA.

Similar to the YouTube CTA annotation – embed a YouTube video with a CTA in it.

Shot 10: Listener Tip of the Week

Don’t automatically Promote all your FB page posts, wait for some initial feedback:

fb promotion

Then promote heavily and get optimised results:

fb results

Shot 11: Podcast of the Week

Moby’s Inbound Buzz – interview with David Meerman Scott


Shot 12: App of the Week

Momentum is a personal dashboard designed to eliminate distraction and provide inspiration, focus, and productivity.


Shot 13: Quote of the Week

“You can’t out-spend the giants, but you can out-think, out-teach, and out-help them.”

  • Brian Halligan

HubShots Episode 48