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Monthly Archives: November 2017

A lame attempt to use a bot

Episode 102: Buying from Bots

Welcome to Episode 102 of HubShots!

Note: this is an episode we recorded back before Inbound – and didn’t get around to posting. Enjoy!

Listen to the podcast here: https://soundcloud.com/hubshots/102-buying-from-bots

Today we talk about…

  • tips for improving email conversions
  • how to identify AdWords Display traffic in HubSpot reports,
  • creative ideas for distributing content,
  • HubSpot product updates to the contact timeline,
  • Ian and Craig’s App and Chrome extension recommendations,
  • plus HubSpot’s Research report on AI revisited (47% of people would Buy from a Bot).

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.

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

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

Recorded: Wednesday 23 August 2017 | Published: Thursday 30 November 2017

Shot 1: Inbound Thought of the Week

Excellent post from Talia Wolf (who we’ve featured many times on the show) – this time another tip from her guide to higher email conversions:


I love her two formulas ( in section #5 ) for writing a compelling story:

Formula #1: PAS




Start by writing down the following:

  1. What is your customer’s pain?
  2. Why does your customer care?
  3. How does she feel about this issue and how does it affect her?
  4. How do you solve it?

Formula #2: AIDA

  1. Attention – Grab their attention quickly.
  2. Interest – Tell them something that intrigues them, something they may have never heard before, or something that goes against what they would normally do.
  3. Desire – Engage them in a way that leaves the reader wanting what you have to offer.
  4. Action – Ask them to take action.

She has two worked examples to demonstrate these

Shot 2: HubSpot Marketing Feature of the Week

Determining AdWords Search traffic versus AdWords Display traffic:

hubspot source report adwords search display

Thanks Suellen!

HubSpot Marketing Gotcha – Campaigns don’t report paid social traffic:


Shot 3: Marketing Tip of the Week

10 Ways to Distribute One Piece of Content (Besides Social Shares)


We thought this was interesting as it highlighted other things you can be doing to promote a piece and reach of content.  They had to flex their creative muscles and the challenge was to come up with 50 ways!

It’s like their Top 10 Creative Ideas shot 🙂

Ideas 9 and 10 – via recruitment channels – were creative! Eg content linked job listings

Shot 4: HubSpot Sales Feature of the Week

Checking you have your timeline filters correct so you are seeing everything you need to see and are not missing things.

Victor Christie

Bonus feature – consolidating page views in the contact timeline:

hubspot timeline combined pageviews

Shot 5: App of the week

Get a Yelp for Business Owners account and claim your business.  Especially if you have people that visit your location.  This also shows up on Apple Maps on an iPhone and that is where it draws the reviews for your business from!  You can also get the Yelp for Business Owners app on your iPhone as well.


Shot 6: Google Chrome Extension of the Week

One Click Extension Manager:


chrome extension manager

Shot 7: Podcast of the Week

Gold: How to 2x Your Business This Year: Lessons from Buying 29 Companies


Shot 8: Resource of the Week

From back in January when HubSpot released a research report around Artificial Intelligence:


AI report charts 2

The BfaB – Buy from a Bot trend:

AI report charts7

The end of the article has some good examples of AI in action eg:


Shot 9: Quote of the Week

“The real problem is not whether machines think but whether men do. “

B. F. Skinner

Shot 10: Bonus Links of the Week

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



Tool to investigate:


Some of Craig’s reading:


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

HubShots Episode 102

HubShots Cleanse

Episode 101: The HubSpot Cleanse

Welcome to Episode 101 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/101-the-hubspot-cleanse

Recorded: Wednesday 15 Nov 2017 | Published: Wednesday 22 Nov 2017

Shot 1: HubShots Thought of the Week

We’re planning some big changes – new format coming soon.

But it’s taking a little longer than we planned, so we wanted to keep listeners updated.

We’re pretty excited about it, it’s going to have tons of new content, plus interviews with marketing experts, eg we have one with Pete Caputa, CEO of Databox, which we recorded not too long ago.

We recorded some episodes before Ian left for Inbound but we never quite finished them – will tweak those and make them available in the coming weeks. Some are interesting – announcements from Inbound will have changed a few – see if you can spot them.

BTW in other news Craig’s wife just had a book published:


Please add it to your Want to Read list on GoodReads:


Shot 2: HubSpot Marketing Cleanse of the Week

Our top 10 tips for issues we notice when starting with a new client portal.

Content Settings

Email Settings:

Tip 1: Email size – I always set the border to 0:

Note: changing this will affect existing emails in workflows – so be careful if changing this. Usually do this on new portals or portals where there’s only a few emails and they are easy to update.

hubspot email size

Tip 2: Email low engagement – I tick this off by default (and usually tick it on individually in campaigns) but we don’t want it accidentally ticked in workflows:

hubspot email low engagement

Tip 3: Email re-subscription – make sure you enabled this, otherwise people who have previously opted out, can never opt back in…

hubspot email resubscription

Tip 4: Email click tracking – would be very rare to turn this off:

hubspot email click tracking

Tip 5: Email types – make sure you set up all your main email types, and then use them in emails:

hubspot email types

Tip 6: Email personalisation defaults – I always have ‘there’ as a fall back for First name:

hubspot email personalisation

Report Settings

Tip 7: Exclude bots

hubspot report bot filtering

Tip 8: Exclude IPs

hubspot report ip exclusions

Interested in having us help review your HubSpot portal – check out our HubSpot Review service: https://xenstore.com.au/products/hubspot-review

Shot 3: HubSpot Sales Cleanse of the Week

Settings > Contacts & Companies

Tip 1: Enable unowned companies in the system to the owner of the first contact at that company

Settings 1

Tip 2: Set your branding in Sales

Settings Beta 1

Tip 3: Prospect notifications

This is not on and you need to go to Sales Tools > Prospects and set this up to get the notifications.  Can help you when people revisit your site.


Tip 4: Connect Meetings to your Google or Office 365 calendar

Settings Beta 2

Tip 5: Review your Sales Tools > Prospects and add companies that have multiple visits and page views and look like companies you would work with.


Shot 4: Marketing Tip of the Week

Review your About page – it is often the first place new visitors navigate to on your site.

Shot 5: Opinion of the Week

You have no privacy – Facebook knows everyone you’ve ever met:


You may think you keep your contact details private – but most of your contacts don’t keep their contact details private…

What this means for you: you have no privacy

What this means for marketers: you have more power than ever to reach your ideal customers, plan on getting more focussed, because the tools are allowing you increasingly better targeting

And consider the Prospecting tool in HubSpot – another example of how you are getting tracked right from the start of the journey.

Shot 6: Creative Top 10 of the Week

10 *reminder* ideas for: Marketing tactics to review in the lead up to the holidays:

  1. Facebook: check audiences and campaigns
  2. Instagram: test some sponsored posts
  3. AdWords: create remarketing & retargeting lists, check all your ad types
  4. Twitter: check conversion tracking and campaigns
  5. Facebook: set a video header on your page
  6. LinkedIn: upload some native video to your own profile feed
  7. YouTube: review your videos and tweak the first description line
  8. Update your web site About page (more on that below)
  9. Add Conversion Linker tag* in Google Tag Manager: https://support.google.com/tagmanager/answer/7549390
  10. Update headers/banners on social and your site to highlight the holiday offers.

*Tag to overcome Safari blocking: https://digiday.com/media/publishers-already-feeling-pain-apples-move-ad-tracking/

Shot 7: App of the Week

Momento – only for iPhone though:


Craig is using this to privately record his days – he doesn’t like to share 🙂

Shot 8: Resource of the Week

HubSpot’s research into content preferences


Biggest surprise: how small tablet usage is now:

Content trends 1 report 04

Video is big with younger consumers, but don’t forget email:

Content trends 1 report 07

A reminder about why About pages are often the second page visited:

Content trends 1 report 10

Shot 9: Quote of the Week

“Privacy is not something that I’m merely entitled to, it’s an absolute prerequisite.”

Marlon Brando


Shot 10: Bonus Links of the Week

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


A good example of mixing education and promotion in a post.

A reminder about personas – this is a comprehensive guide:


Tool to investigate:


Some of Craig’s reading:


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

HubShots 101