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Monthly Archives: June 2017

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Episode 91: HubSpot Reporting Add-on Tip, Unbouncing Contacts… finally

Welcome to Episode 91 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/091-hubspot-reporting-add-on-tip-unbouncing-contacts-finally

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Thursday 08 June 2017 | Published: Friday 30 June 2017

Shot 1: Inbound Thought of the Week

Posting less, but better => Quality over quantity

https://blog.bufferapp.com/facebook-posting-strategy

The classic ‘less is more’ – posting only the best edutainment pieces, mixing their own content with curated content.

They boost every single post that has a good initial response. They spend $40 per day.

Shot 2: HubSpot Marketing Feature of the Week

Unbounce Contacts

Unbounce contacts who have bounced:

hubspot bounce unbounce

Available on the contact record.

Great for when known contacts have an issue with their email server and are marked as bounced, yet we know they are actually fine and it was only a temporary glitch.

Previously we had to contact HubSpot support to get contacts unbounced.

Bonus HubSpot Marketing tip (reminder):

When preparing HubSpot Workflows with lots of emails, you need to ensure all your emails are Published (and not still in draft).

Shot 3: Marketing Tip of the Week

1. Value of gmail addresses

Don’t judge an email address by it’s cover!

https://www.impactbnd.com/blog/how-hubspots-junk-marketing-leads-helped-it-go-public

This week we’ve started working with a large technology company – their owner was introduced to me via his gmail address that has numbers in it!

Never discount an email address just because it is a free provider.

2. Databox tip

Good post on using Databox:

https://www.fullfunnel.co/blog/how-were-automating-full-funnel-reporting

3. The Digital Marketers Framework

https://www.slideshare.net/randfish/the-digital-marketers-framework

A good overview for marketing managers for guiding through the key focus and priorities:the digital marketers framework 18 638

the digital marketers framework 30 638

Shot 4: HubSpot Sales Feature of the Week

Dun dun dun! HubSpot Reporting Add-on Tip

Reporting on Sources of Leads, grouped by life cycle stage:

hubspot reporting 1

hubspot reporting 2

Here’s the setup in reporting:

hubspot reporting 3

Shot 5: Opinion of the Week

The unbundling of Excel

http://tomtunguz.com/unbundling-of-excel/

Useful for marketing managers to consider when it comes to building on an initial exposure to technology from another product, that then paves the way for your workflow (ie service or offering) to offer them more value.

“For millions of people, Excel is the first exposure to the power of a computer to manipulate data, calculate, and share the results. Excel’s key advantage is its product design. Excel enables simple progressive discovery. A user’s first experience is typically a quick calculation…”

“Excel has done a phenomenal job educating hundreds of millions of people about the power of software. Startups are taking advantage of this newly data-literate user base and carving out individual applications, replacing Excel with dedicated workflow that’s optimized for a particular function.”

Shot 6: Calendar Tip – G Suite Users

You can make invitees optional by clicking on the person icon!

Screen Shot 2017 06 08 at 5 59 47 pm 2

Shot 7: Resource of the Week

If you still think that AdWords isn’t a valid marketing activity, this might help:

https://www.sevenatoms.com/blog/why-you-need-a-hubspot-partner-that-is-also-an-adwords-agency

See also HubSpot’s views on why AdWords is a valid inbound strategy:

https://blog.hubspot.com/marketing/busting-3-google-adwords-myths#sm.00013kpsm83zefj8yjb1eqxwr59gr

Shot 8: Quote of the Week

“Successful leaders look beyond their own field to discover new approaches, learn best practices and push the margins. Then they pass on what they have learned.”

― James Kerr, Legacy

https://www.google.com.au/search?q=bauhaus+movement

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://moz.com/blog/lessons-from-1000-voice-searches

https://themission.co/your-company-blog-is-still-just-as-or-more-powerful-than-snapchat-instagram-and-facebook-2caa4a60a316

http://www.cmswire.com/digital-experience/that-digital-strategy-you-keep-talking-about-its-just-business-strategy/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.

HubShots Episode 91

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Episode 90: HubSpot Social Tools, Facebook Ad Hacks

Welcome to Episode 90 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to it here: https://soundcloud.com/hubshots/090-hubspot-social-tools-facebook-ad-hacks

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Thursday 08 June 2017 | Published: Monday 26 June 2017

Shot 1: Inbound Thought of the Week

Google getting closer to understanding the complex paths (Google Attribution) people take on their purchasing journey

https://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html

Store Visit Conversions (initially started back in 2014)

https://support.google.com/adwords/answer/6100636

Now getting a lot smarter:

https://adwords.googleblog.com/2017/03/new-measurement-innovations-unlock-more.html

Shot 2: HubSpot Marketing Feature of the Week

New Social Media Tools

This looks like the first update in the line of many.  Overall I think it is an update that was long overdue and has certainly made it easier to do social publishing.  There are a few things like the calendar chooser that does not update pointing to items that are already scheduled.

https://www.hubspot.com/product-updates/now-live-opt-in-the-new-social-media-tools

hubspot social

Shot 3: Marketing Tips of the Week

1. Blog post PDF downloads

Use HubSpot Lead Flows to offer a PDF of the blog post the visitor is on.

2. Language testing: Waste versus Save

Save on your electricity bill versus Don’t waste money on your electricity

Shot 4: HubSpot Sales Feature of the Week

Creating a Contacts View to see all contacts that have had no activity on them since they have submitted a form.  We created a view where the Last Activity Date is unknown.

Why? So we can see make sure people are followed up and CRM is updated appropriately.

Contacts

Shot 5: Opinion of the Week

Is Marketing a part of the Sales Team?

If Sales understand inbound marketing, then yes, having marketing as a part of sales works well.

The litmus test is if sales understand the sales/marketing alignment approach, the value of SLAs and the are able to commit to closing the loop on marketing results via sales.

Shot 6: Podcast of the Week

Evolving SEO

Excellent interview with Corey about the geekier parts of SEO

http://www.evolvingseo.com/2017/05/30/070-corey-eulas/

Shot 7: Resource of the Week

Bookmark this one – Facebook ad hacks:

https://copyhackers.com/2017/05/36-facebook-ad-hacks/

Here’s the first hack – to whet your appetite:

Facebook ad hack #1:

Add your value prop to the image.

By adding your unique value proposition right in the ad image, it will get noticed the moment someone looks at your Facebook ad.

If you’re unsure where to start, read the guidelines by ConversionXL. A good value proposition:

  • Explains how your product solves your customers’ problems or improves their situation (relevancy)
  • Delivers highly specific benefits (quantified value)
  • Tells the ideal customer why they should buy from you and not from the competition (unique differentiation)

Make sure your UVP is customer-focused, not just showcasing your product’s features. A good USP is not easy to pull off.

Shot 8: Quote of the Week

“Something happens when you feel ownership. You no longer act like a spectator or consumer, because you’re an owner. Faith is at its best when it’s that way too. It’s best lived when it’s owned.”

― Bob Goff

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://moz.com/blog/should-seos-care-about-internal-links-whiteboard-friday

https://blog.hubspot.com/customers/get-started-with-lead-flows

https://m.signalvnoise.com/if-youre-reading-this-you-probably-don-t-do-hard-work-41585c1c16a7

http://labs.openviewpartners.com/hubspot-saas-growth-strategy/?#.WTkNMBOGN45

Tool to investigate:

https://thenextweb.com/google/2017/05/26/google-data-gif-maker/#.tnw_PwExtM5T

https://datagifmaker.withgoogle.com/edit

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.

HubShots Episode 90

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Episode 89: Sales Dilution, Naming HubSpot Workflows

Welcome to Episode 89 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/089-sales-dilution-naming-hubspot-workflows

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 24 May 2017 | Published: Sunday 18 June 2017

Shot 1: Inbound Thought of the Week

Sales Challenges

State of Inbound 2017: http://www.stateofinbound.com/

On the sales side, respondents tell us it’s getting harder to elicit a response from a prospect, close deals, and prospect for leads. 19% also say they’re struggling to incorporate social media in their sales process, and 13% think using sales technologies is now harder than it used to be.

State of Inbound 2017 pdf page 11 of 46 1

Specifically in ANZ we found the 2nd challenge of avoiding discounting/negotiation interesting.

State of Inbound 2017 pdf page 11 of 46

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Workflow Naming

This came up in our WhatsApp group – how to name workflows.

This is important because as the number of workflows grows it can be difficult to find workflows from a year ago unless they are helpfully named.

workflows

There’s no one rule for every customer, but naming ideally includes notes about the lifecycle stage, goal of the workflow, industry, persona or audience targeted, type (eg Nurture versus Thank you), etc

Here’s a simple example:

hubspot workflow names

Got some good tips from HubSpot and Justin in the group eg using pipes in the naming.

I’d love to be able to take a peek at HubSpot’s own internal workflows…

Shot 3: Marketing Tip of the Week

Check your GMail filters

I had set up a very efficient email filter that was catching HubSpot lead notifications for other portals and skipping the inbox – but mistakenly caught leads for our agency and pushed them to folders. Doh! Was missing out on leads!

Shot 4: HubSpot Sales Feature of the Week

Terminology updates

Recent = Last

Eg Recent Conversion Date = Last Conversion Date

Previous = Last

Previous Month = Last Month

But it is getting updated regularly and is almost consistent now.

Shot 5: Opinion of the Week

Sales Dilution

noun

  1. The result of being too afraid to take risks because management thinks it will result in ‘brand dilution’.

Shot 6: Creative Top 10 of the Week

10 creative ideas for: Launching a new product to an existing customer base

I am giving these suggestions based on it being physical!

  1. Set expectation with an email to announce that you are so excited about the new product that is launching.
  2. Use retargeting on customer base so they see glimpses of the new product.
  3. Tease photos in emails to customers show a bit of the product or some of the development you have done.
  4. Create a video of people talking about the product but not mentioning what it is, may be highlighting how it has helped them in an intriguing manner!
  5. 2 months before launch have an event to announce it where people can see/experience it.
  6. Give the product to potential vocal/well known customers who can use it and share and help you promote it at launch.
  7. Start product pre-sales by taking a refundable deposit post announcement.
  8. Have customer experience events after launch so people can experience, try and talk about it.
  9. Read this blog post from HubSpot! > https://blog.hubspot.com/marketing/elements-flawless-product-launch-li#sm.0000hk2jv71ef1erlupvxs2v2k805
  10. Send SMS to customers creating expectation.

Shot 7: Book of the Week

Tools of Titans by Tim Ferriss > https://toolsoftitans.com/

Shot 8: Resource of the Week

Australia now has its own Think with Google Site, Insights you want.

Data you need.  > https://www.thinkwithgoogle.com/intl/en-aunz/

Shot 9: Quote of the Week

“The world is changed by your example, not by your opinion.”

― Timothy Ferriss

We should have put this in Opinion of the Week!

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://artplusmarketing.com/since-facebook-roll-outs-are-dog-shit-heres-how-to-tag-products-and-send-customers-straight-to-7fc54e306120

Tool to investigate:

http://www.funneldash.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.

HubShots Episode 89

1 Yet again we're using a stock image that has nothing to do with the show content

Episode 88: Hidden HubSpot Settings, and Pretending to Know Things!

Welcome to Episode 88 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/088-hidden-hubspot-settings-and-pretending-to-know-things

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 24 May 2017 | Published: Saturday 10 June 2017

Shot 1: Inbound Thought of the Week

Focus versus Diversification with your content strategy.

Joe Pulizzi highlights the trap of diversifying too early across content formats and channels. Instead focus first on getting one channel working well, building that audience, and then later adding more formats to the offering. (Listen to episode 83: http://contentmarketinginstitute.com/content-inc-podcast/)

Shot 2: HubSpot Marketing Feature of the Week

Using HubSpot Content Setting properties to see where a field is used:

hubspot property settings 1

Click on the Used in number and then see where it is used.

Eg here’s the items for a custom contact property in my portal:

hubspot property used in

Shot 3: Marketing Tip of the Week

Setting up Colour Picker Favorites

Why?  Because it keeps your brand consistent and is used in the system where ever you can choose colours. Like on pages and CTAs.

You can find this in Content Settings > Colors and Fonts > Color Picker Favorites

Content Settings HubSpot 1

Shot 4: HubSpot Sales Feature of the Week

Setting up your Sales Dashboard

This is a great place to get the information you need in the one place.  Especially if you are using Sales Pro you can add the extra widgets available.

Like Calls Made by Rep & Meetings Booked by Rep

Reports dashboard

Shot 5: Opinion of the Week

Why we pretend to know things, explained by a cognitive scientist

New research explains why we pretend to know more than we do:

https://www.vox.com/conversations/2017/3/2/14750464/truth-facts-psychology-donald-trump-knowledge-science

“One danger is that if I think I understand because the people around me think they understand, and the people around me all think they understand because the people around them all think they understand, then it turns out we can all have this strong sense of understanding even though no one really has any idea what they’re talking about.”

Sean Illing:

“So do you have any thoughts in terms of practical solutions to this? How can we cultivate more self-awareness and less biased reasoning? How can we seek out wiser communities of knowledge?”

Steven Sloman:

“People who are more reflective are less susceptible to the illusion. There are some simple questions you can use to measure reflectivity. They tend to have this form: How many animals of each kind did Moses load onto the ark? Most people say two, but more reflective people say zero. (It was Noah, not Moses who built the ark.)

The trick is to not only come to a conclusion, but to verify that conclusion. There are many communities that encourage verification (e.g., scientific, forensic, medical, judicial communities). You just need one person to say, “are you sure?” and for everyone else to care about the justification. There’s no reason that every community could not adopt these kinds of norms. The problem of course is that there’s a strong compulsion to make people feel good by telling them what they want to hear, and for everyone to agree. That’s largely what gives us a sense of identity. There’s a strong tension here.

My colleagues and I are studying whether one way to open up discourse is to try to change the nature of conversation from a focus on what people value to one about actual consequences. When you talk about actual consequences, you’re forced into the weeds of what’s actually happening, which is a diversion from our normal focus on our feelings and what’s going on in our heads.”

Shot 6: Creative Top 10 of the Week

10 creative ideas for: promoting and marketing a new startup jewellery brand

  1. Pick a persona and start by finding associated interests and where those potential customers hang out eg forums, sites – target with ad placements
  2. Eg children are a key hook, so prepare content related to parents (especially mums), eg New Mum groups on FB
  3. Think of potential partners eg child photography studios
  4. Target special events via Facebook eg birthdays, Mother’s Day
  5. Work with PR agency to get access to the Christmas Gift idea catalogs that go out in November
  6. Partner with Church related stores eg communion gifts, baptism gifts
  7. Promote the differentiation eg custom engraving made to order, ideal for personalised gifts
  8. Be part of discussions related to mum issues eg Mamamia, investigate guest articles – http://www.mamamia.com.au/submissions/ and advertising
  9. Sponsor podcasts targeting new mums eg Midroll http://www.midroll.com/advertisers/ in a suitable category eg http://shows.midroll.com/category/kids-family
  10. Write related content to jewellry eg how to polish children’s jewellery
  11. Create a podcast for new mums, and then advertise eg Overcast has a category for Kids and Family: https://overcast.fm/ads

Shot 7: Podcast of the Week

How to Become Friends with VIPs, Celebrities, and Famous Entrepreneurs: Lessons from Keith Ferrazzi

http://okdork.com/friends-famous-entrepreneurs-keith-ferrazzi/

Shot 8: Resource of the Week

Optimising for Google Search:

https://moz.com/blog/seo-photos-visuals-graphics-whiteboard-friday

Key items to note:

  • aim to provide original images – especially useful for products
  • Image file name, ALT attribute and caption are key factors
  • Surrounding content and page title also contribute
  • Engagement on the image in the results is also a big after-indexing factor

Shot 9: Quote of the Week

perfectionism

“Perfectionism is a twenty-ton shield that we lug around, thinking it will protect us, when in fact it’s the thing that’s really preventing us from taking flight.”

  • Brene Brown

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://xen.com.au/marketers-facebook-guidelines-leaked/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.

HubShots Episode 88

I get that it is orange, but what does it have to do with the episode?

Episode 87: Understanding First Touch versus Last Touch attribution, Sales Priorities

Welcome to Episode 87 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/087-understanding-first-touch-versus-last-touch-attribution

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 17 May 2017 | Published: Friday 02 June 2017

Shot 1: Inbound Thought of the Week

Inbound 2017 excitement is heating up…

http://www.inbound.com/

Idea: create an Inbound set of spinoff events throughout the world. Ie similar to what TEDx has done with the TED conference: https://www.ted.com/about/programs-initiatives/tedx-program

They could call it InboundX

Sales Priorities from State of Inbound 2017

For sales professionals, closing more deals occupies the majority of their focus. This was followed by improving the efficiency of the sales funnel as a priority.

Optimizing the sales process requires addressing organizational complexity and adapting to new buying habits, which require major shifts for any business. Social selling, another modern sales strategy, comes in as the third most important priority.

State of Inbound 2017 pdf page 8 of 46

Tip: use the HubSpot CRM and the HubSpot App to allow the team to close more deals and improve efficiency.

Shot 2: Marketing Tip of the Week

Understanding First touch versus Last touch attribution

By default Google Analytics is mostly Last Touch – which means that revenue or leads will attribute the source to be the last channel that they came from.

HubSpot is first touch, which means it tracks the customer back to the First source they came from.

A quick example:

Google AdWords drives a person to your site and they sign up for an ebook download

Later they get an email promoting a special offer and they make a purchase.

Google analytics will attribute the sale to the last touch ie the email

HubSpot will attribute it to the first touch ie analytics

Some quick gotchas:

  • This is why when viewing the HubSpot sources report you’ll very rarely see Email as a source of contacts and customers
  • Thus always use a combination of both to get the full picture
  • It is also why it is very hard to get the full story all in one report

Notes:

  • Google analytics has some advanced reports under the Conversion section for checking assisted conversions and conversion paths
  • HubSpot has attribute reports but the Channel attribution report is only available in Enterprise

Shot 3: HubSpot Marketing Feature of the Week

HubSpot Attribution reports (again)

This is the Google analytics top conversions path report:

ga top conversion paths

This is the HubSpot Attribution report available in Pro:

hubspot attribution pro

Key advantage of this report is that it can show you the results of HubSpot landing pages that don’t have a form eg ‘interim pages’ that push through to the main site. It can be hard to track the effectiveness of these in the Landing Pages report, so the Attribution report is a good way to see their contribution.

This next report is only available in HubSpot Enterprise:

hubspot enterprise attribution report

Shot 4: HubSpot Sales Feature of the Week

Creating Contact views in the CRM

Eg here’s a simple one for checking for contacts who haven’t been assigned an owner:

hubspot view unknown owner

Shot 5: Opinion of the Week

The Hubris of Ignorance:

http://www.stonekettle.com/2017/04/the-hubris-of-ignorance.html

“The simpleminded demand simple causes for complex problems.

The simpleminded demand simple solutions.”

It’s easy to oversimplify – we all love the simple narrative.

As marketers it can be very easy to fall into this trap – we easily ascribe causation when it is only correlation, and we aim to oversimplify solutions for very complex audiences: ie people! People are complex, highly functioning creatures – understanding and solving for them is hard work.

Shot 6: Creative Top 10 of the Week

10 creative ideas for:

How to promote a leading bike brand local dealership

My take on this – knowing nothing about bikes – is that it is focussed on promoting local awareness of the dealership

  1. Understand your personas – bike enthusiasts, older blokes with lots of money, etc
  2. Find out where they hang out online – for the second persona there would be lots of FB potential
  3. Check Facebook insights for related interests eg they work in construction, they are married, they own their own house
  4. Check for devices eg they are predominantly mobile
  5. They have pets eg a dog -> Co-partnering with related non-competitive companies eg pet related
  6. Bike forums and online groups, again targeted by persona
  7. Banner advertising on those sites
  8. Guest posts on relevant sites – discussing country getaway ideas for your weekend on the bike
  9. General PR – local magazines, local newspapers
  10. Local sport sausage sizzles, dog training schools, tattoo shops, heavy tool suppliers, etc
  11. Start with some merchandising promotion, draw in the future purchasers early eg brand shirts, gloves, caps, etc

Shot 7: Podcast of the Week

Content Inc with Joe Pulizzi

Episode 187 – Your content is probably not very good:

http://contentmarketinginstitute.com/content-inc-podcast/

https://overcast.fm/+D6CeNO0cQ

Key takeaway: just keep working at it to make it better!

Shot 8: Resource of the Week

Jon Loomer’s overview of how he structures Facebook campaigns:

https://www.jonloomer.com/2017/05/04/facebook-ad-campaigns/

pasted image 0 15

Big tip if you use WordPress and want to easily add Facebook tracking Pixel Caffeine – New WordPress Plugin for Facebook Ads > https://adespresso.com/academy/blog/introducing-pixel-caffeine-new-wordpress-plugin-for-facebook-ads/

Shot 9: Quote of the Week

“think of problems as gold mines. The world’s biggest problems are the world’s biggest business opportunities.”

― Timothy Ferriss, Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://directiveconsulting.com/complete-guide-to-b2b-marketing-demand-generation/

https://www.thestorytellermarketer.com/influencer-marketing/outreach-strategy/

http://neilpatel.com/blog/make-money-on-instagram/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.
HubShots Episode 87