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Monthly Archives: January 2018


Episode 109: Facebook, Google, HUG – 2018 is off to a rapid start

Welcome to Episode 109 of HubShots!

Asia-Pacific’s #1 HubSpot Focussed podcast. Possibly. We think.

This episode we chat about community, HubSpot integrations, Facebook News feed shenanigans, Google My Business listings add video, and a new Creative Top 10.

Listen to the show here: https://soundcloud.com/hubshots/109-facebook-google-hug-2018-is-off-to-a-rapid-start

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: Monday 15 Jan 2018 | Published: Tuesday 30 January 2018

Shot 1: Inbound Thought of the Week

How 2018 will be shaped? Rapid changes in marketing – stay informed and learn at HubSpot user groups.

Find a HubSpot User Group (or HUG) near you.


Very excited to be helping out with the Sydney HUG this year along with Moby, Justin and Tony.


UPDATE: First meeting will likely be in March (not the end of Feb as we had previously thought).

Shot 2: HubSpot Marketing Feature of the Week


Integrations directory is growing (and improving)  – 125 integrations listed as we record this:


Save Prompts – good and bad

Some improvement in Save prompts eg this kind of thing is on contacts and now tasks:

hubspot prompt

But it still isn’t on Workflows eg lost count of the number of times I’ve gone into a Workflow and changed a setting but the forgotten to save it… would be good if Workflows prompted as well

Shot 3: Marketing Tip of the Week

Facebook News Feed!


“This is a confusing concept for some marketers. Facebook wants engagement, but you can’t bait users into it. You can actually get engagement without engagement bait.

This is consistent with Facebook’s emphasis on authenticity. Your goal is to not only get lots of comments, likes, and shares, but for that engagement to be meaningful.”


  • Drive meaningful engagement
  • Messenger (and bots)
  • Minimal impact to advertising

Videos in Google MyBusiness


  • Videos can be up to 30 seconds in length.
  • Customers can also upload videos!  You will have the ability to flag inappropriate videos through your dashboard.

How it works:

  • Videos will appear in the overview tab of the Google My Business Dashboard
  • Customer uploaded videos can be found in the ‘customer’ tab
  • Business uploaded videos can be found in the ‘by owner’ tab
  • All videos can be viewed together in the ‘videos’ tab
  • After upload it could take up to 24 hours for the videos to appear. Once live, they will display where local photos do.

Shot 4: Creative Top 10 of the Week

Top 10 ways to promote a solar dealer (business that sells and installs solar panels on homes):

  1. Educate people on solar with a guide on what to look for in solar.
  2. Create a nurture campaign to educate people through the research process.
  3. Run Google and Facebook Ads in their target installation area.
  4. Offer a free initial solar evaluation and how people can reduce their energy bills.
  5. Partner with a business that can finance solar systems to make purchasing easier with a monthly payment.  This could also be an avenue for the solar dealer.
  6. Get people to sign up to be notified of solar specials if they want to save on purchase price.
  7. Target like audiences in Facebook that have purchased solar from that dealer.
  8. Knock on doors of the houses next to the installed house/free solar evaluation and offer their neighbours a free evaluation and if they all buy then they each get the group discount.
  9. Offer a discount to people who have installed solar to have a sign in their front yard for 60 days saying the solar dealer did the job and what their potential savings are.
  10. Advertise on sites where people are looking and learning about solar.

Shot 5: Opinion of the Week

Voice search on Smart speakers



First note: there were ‘only’ 30 million smart speakers shipped worldwide last year ie still a tiny fraction of the homes that are potential users. (By comparison stats indicate approx 125 million households in the US, Europe is multiples of that, etc). So we are only at the start. Don’t be fooled into thinking this is a massive user base already. However, it is growing rapidly.

Second note: Don’t assume you are optimising your businesses for smart speaker users.

Third note: But do assume that the rise of smart speakers will train people to search with voice search like queries. And this is the opportunity for all business owners…

Shot 6: Podcast of the Week

Marketing School

Test and see if it sticks…

Shot 7: Resource of the Week

Avoiding Survivor bias


Each January, I remind myself of this idea. To start the year with a fresh mind, that the world is different, meaningfully different than it was last year, and that means jettisoning the assumptions of the past – until the assumption can be reproduced consistently.”

Shot 8: Shoutout of the Week

Big thanks as usual to Chris who edits our podcast.

Check him out at his website:


Shot 9: Bonus Links of the Week


Doing fewer things better:


Tool to investigate:

Some of Craig’s reading:


Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 190

HubShots Episode 107

Episode 108: InboundShots 002 End of 2017 Chat

Welcome to Episode 108 of HubShots!

This episode is different to our usual format.

We had caught up with our good friend Moby from the InboundBuzz podcast, in an episode we’re referring to as InboundShots 002 (for our first episode ie InboundShots 001 click here).

Recorded: Wednesday 20 December 2017 | Published: Friday 26 Jan 2018

In this episode we discuss:
– After the ebook
– The danger of blindly following industry leaders
– How much focus should we be putting on video?

Listen to the episode here: https://soundcloud.com/hubshots/108-inboundshots-002-end-of-2017-chat

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/

After the Ebook

You find your audiences are starting to suffer ebook fatigue… consider when was the last time you eagerly downloaded and consumed an ebook.

We discuss the Yet Another EBook (YAEB) topic, noting that it is audience specific as opposed to a general trend, and thus should be tested and measured. For industries and audiences where ebooks no longer hold the appeal they used to we think through other ways to engage with readers.

Blindly following industry leaders

Next we warn of the dangers of following industry leaders and general ‘best practice’ advice.

Ultimately our marketing decisions need to be informed by ‘test practice’ instead of ‘best practice’ but that can be hard when popular marketing blogs tend to dispense ‘general advice’.

Here’s a piece of general advice: don’t follow general advice. Your audiences, prospects, leads, customers are all people with their own ways of engaging. They’re individuals, treat them as such.

We discuss some contrarian examples including Instagram for B2B and a return to Twitter advertising.

Remember: Always test and measure.

How much focus should we be putting on video?

Here’s an example of general advice being pushed: you all need to double down on video.

We discuss the merits of this – Moby’s plans for 2018 involve an increase in video, Craig’s pushing back on the need for video, and Ian’s in the middle.

What’s your video strategy for 2018?

BTW here’s a good example of this is HubSpot’s snackable videos.

And this is an awesome example of video (yo Moby):

HubShots episode 108

HubShots Episode 107

Episode 107: Top HubSpot Marketing and Sales Features, Thinking Outside of the Box

Welcome to Episode 107 of HubShots!

Our first episode for 2018.

This episode we discuss email etiquette, HubSpot Lead Flow email series, canonical URLs and our HubSpot Creative Top 10.

Listen to the show here: https://soundcloud.com/hubshots/107-hubspot-lead-flow-email-series-canonical-urls-and-our-hubspot-creative-top-10

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 10 Jan 2018 | Published: Friday 12 January 2018

Shot 1: Inbound Thought of the Week

Welcome to 2018.

Welcome to Australia’s #1 HubSpot Focussed Podcast <==  something we made up because there’s no other HubSpot only podcasts in Australia anymore.

My year is complete: Today I sent a prospect a business email reply that was just an emoji.

email emoji

Consider how formal your emails are compared to your messaging replies.

Do you ever say ‘Hi [firstname]’ in a messaging eg Facebook Messenger, WhatsApp, iMessage, etc?

How much longer will you do it in emails?

Consider using no personalisation in an email nurture campaign.

Shot 2: HubSpot Marketing Feature of the Week

Follow up emails in Lead Flows

hubspot lead flow emails

You set up your sender footer details and then can create a series of very basic emails.

The emails are plain text like, and don’t support personalisation.

You can have delays (weeks and days, but not hours or minutes) between the emails.

You can create up to 5 emails.

You can join the beta here: https://offers.hubspot.com/lead-flow-email-beta

Canonical URL editing

Canonical URLs on blog posts, landing pages and web pages:


Shot 3: HubSpot Creative Top 10 of the Week

10 ways to use HubSpot that you might not have been using it for so far:

  1. Use Lead Flows on blog posts to offer a PDF version of the blog post content.
  2. Create an email course people can signup to that you deliver in a sequence..like over 5 days
  3. Enable the Google AMP version of your blog.
  4. Connect your Facebook Ads account and create a website audience that you can target.
  5. Use canonical URLs in blog posts, web pages and landing pages where appropriate.
  6. Setup parent and child workflows – child workflows are self-contained workflow units, call them from any number of parent workflows.
  7. Use Dashboard Share function to send regular recurring emails to your team of the marketing/sales reports.
  8. Checkout Snippets in the Sales tools. Also check out the Activity Feed and start with the Highlights tab
  9. Have a HubSpot owner assigned to the contact so when you do email marketing it goes from the contact owner and not marketing@yourcompany.com!
  10. If you spend money on Google AdWords & Facebook advertising having the Ads Add-on is a must as you can see exactly what ads and keywords are converting.  Also turn HubSpot Lists into ads targeting audiences, all while track the ROI of your ads automatically.
  11. Filter the Activity in your timeline (see Shot 5 later in the show for a good example)
  12. Prospects Tool, use it to see who are potentially visiting your website and add them to the CRM as a company to follow up on.

Shot 4: Marketing Tip of the Week

When to use Canonical URLs

Overcome duplicate content issues.

If you have multiple copies of a page, this tells Google (and other search engines such as Bing) which page is the one we prefer to appear in the search results

hubspot canonical


  • you clone a blog post from last year and use it again this year – set the canonical to the one you most want to rank
  • You make a copy of a landing page to tweak it slightly – set the canonical to the main one on the site
  • You copy a product or services web page to use it in another section of the site – set the canonical to the main one you want to rank
  • You have a number of brand portals and copy pages between them – you can set the canonical to be on another domain

Shot 5: HubSpot Sales Feature of the Week

Integration with HelloSign.


Why we are highlighting this is one of our customers wanted a solution to forms signed and returned quickly so they could process and start applications with customers quicker.  They tested this out and the simplicity of use and integration with HubSpot CRM really worked well to speed up process and have all the data in the same place.

Remember in the timeline to have HelloSign checked to view.


Shot 6: Opinion of the Week

Creating content as a way of giving.

Craig was reading Peak Performance over the break. One section was about how optimal performance is related to having a purpose, as well as a giving mindset.

Which got me thinking about content…

5-10 years ago we blogged stuff in order to give help to others.

Then the marketers came along and ruined everything (to quote Kipp).

We turned creating content from being an exercise in giving, into a process for taking. Ie the purpose of this content is to get a visitor to fill out a form.

==> We use content to take.

And consumers subconsciously notice this. We know when content has been written just to get our attention and squeeze out an email address. We also know when content has been lovingly prepared to help us.

Here’s a thought for 2018 – reset your approach to creating content – is it time to think about ‘giving’ again?

As Joe Pulizzi says ‘build an audience’ – provide value first, and later consider whether asking for something in return is useful.

Shot 7: Podcast of the Week

Farnam Street blog podcast: The Art of Letting Other People Have Your Way: Negotiating Secrets from Chris Voss


Aside: one small tip I learnt – self-talk is useful, mostly when spoken out loud: the process of sound coming out and then going back into our ears triggers a different brain response than if we talk silently talk to ourselves.

Shot 8: Resource of the Week

This is definitely worth listening and implementing – Unicorn Marketing

Featuring Larry Kim, CEO of MobileMonkey, Founder of WordStream


Shot 9: Quote of the Week



new yorker

Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 107