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Monthly Archives: September 2018

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Episode 136: Zoho Reports, Chat Bots, Lead Flows, Future of Google

Welcome to Episode 136 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we look at HubSpot’s continued focus on Lead Flows and Bots, recommend some HubSpot Community suggestions, think through Google’s experiments and future plans, drill into Zoho Reports, and consider user behaviour when Facebook has an outage.

Listen to the episode here: https://soundcloud.com/hubshots/136-zoho-reports-chat-bots-lead-flows-future-of-google

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Recorded: Wednesday 26 September 2018 | Published: Thursday 27 September 2018

Shot 1: Inbound Thought of the Week

Loren Scott (Principal Sales Engineer at HubSpot) quoted at the Sydney HubSpot User Group about the future of HubSpot.

HubSpot will be more than just a platform to use, it will be a platform to build on.

Shot 2: HubSpot Marketing Feature of the Week

Lead Flows continue to improve

https://www.hubspot.com/product-updates/now-live-three-updates-to-lead-flows

In particular, pre-select field selections used in the lead flow.

Takeaway: Lead Flows continue to get love from HubSpot.

Something I’d like to see: Ability to target display of Lead Flows using the same options as chat (targeted messages) eg keep the existing URL targeting, but also add options similar to:

targeting

Shot 3: HubSpot Gotcha of the Week

HubSpot Branding on Bot chat transcripts

HubSpot sends chat transcripts to contacts, but they can’t be branded, and even worse they include big fat HubSpot branding!

https://community.hubspot.com/t5/HubSpot-Ideas/Option-to-disable-HubSpot-branding-on-chat-transcript-emails/idc-p/208188#M22511

https://community.hubspot.com/t5/HubSpot-Ideas/Turn-off-email-transcript-sent-to-visitor-for-chat/idi-p/29538

We lost a customer to Drift this week because of it.

Gotcha Follow Up from Episode 135

https://hubshots.com/episode-135/

Speaking of bots a follow up from Support about the issue I was having with bots crashing in the ‘blog re-subscribe when opted out’ bot sequence.

Good news: HubSpot has fixed the error

Bad news: they just skip the process and don’t even inform the visitor about not being subscribed

Nice way of saying: Nope

hubspot support

Speaking of community ideas worth upvoting, here’s three:

https://community.hubspot.com/t5/HubSpot-Ideas/Internal-emails-sent-from-deal-workflow/idc-p/209016#M22714

https://community.hubspot.com/t5/HubSpot-Ideas/A-User-to-be-Assigned-to-Multiple-Teams/idi-p/207231

https://community.hubspot.com/t5/HubSpot-Ideas/Collaborating-on-an-email-draft/idc-p/209012#M22710

Shot 4: Marketing Tip of the Week

Training: Fundamentals of Conversational Growth Strategy

HubSpot Learning Center

Learn the fundamentals of 1:1 messaging strategy and how to develop one for your business.

Should be easy to do in a day.  Has 3 lessons with 57 minutes of video content.

https://academy.hubspot.com/courses/conversational-marketing-training

Shot 5: HubSpot Sales Feature of the Week

Zoho Reports Integration – though HubSpot Connect

Zoho1

Why we used this originally was to get some detailed sales reports for a weekly sales meeting that was sorted by lead status and create date.

It involved setup up the data you wanted to sync and then creating a custom query to get the data out in a format we needed.

Note data is synced once a day at a time that you choose.  The ability to create a report as a pdf and email it was a key aspect of us using it.

It can also keep  track of your sales performance metrics by using one of 60+ reports and dashboards.

You can also create your own reports to track your sales pipeline, visualize your sales conversion funnels, measure sales team performance, and more..

Shot 6: Opinion of the Week

Test and Measure

https://www.blog.google/products/search/improving-search-next-20-years/

“Last year alone, we ran more than 200,000 experiments that resulted in 2,400+ changes to search.”

Basically: 1 in every 100 experiments resulted in a change to search.

“As Google marks our 20th anniversary, I wanted to share a first look at the next chapter of Search, and how we’re working to make information more accessible and useful for people everywhere. This next chapter is driven by three fundamental shifts in how we think about Search:

Shot 7: Misleading Headline of the Week

Facebook outage causes News sites to increase their traffic:

https://qz.com/1397324/it-took-only-a-45-minute-facebook-outage-for-news-traffic-to-spike/

atlas By7BkSbKX@2x

Source: https://www.theatlas.com/charts/By7BkSbKX

Thomas Baekdal comments:

https://twitter.com/baekdal/status/1044169136274886659

Including John Saroff’s (Chartbeat CEO) clarification:

John Saroff‏ @saroff_nyc Sep 24

Replying to @baekdal

Total traffic to sites measured by Chartbeat went up 2% during the 45 min FB outage.  Largely driven by a 22% increase in mobile direct, but there were increases in desktop direct and search as well.  So, the direct (and search) more than made up for the decline in social.

And here’s the original source of the analysis, from Julia Haslanger:

https://twitter.com/JuliaJRH/status/1040341317593837568

Key takeaway: when you takeaway a person’s way of doing something they value, they’ll find another way. But they’ll return to most frictionless, or easiest way, once it is available.

Shot 8: Resource of the Week

How Google changes the ranking results based on what it thinks people are searching for at that time:

https://raynernomics.com/predict-keyword-latent-intent/

Key takeaway: part of how Google changes search results is based on sentiment it believes is in play.

There is an opportunity to plan to rank for terms you think will have higher intent in the future.

Part of this could include creating new terms and building content that will rank for it in future once it becomes more widely know. *cough* Inbound marketing *cough*

Shot 9: Quote of the Week

It should be cool to give. It should be cool to be generous. It should be cool to say yes to helping out.

– Scott Harrison

Here is a book we mentioned > https://www.charitywater.org/thirst

THIRST

A Story of Redemption, Compassion, and a Mission to Bring Clean Water to the World

Thirst hits shelves October 2, 2018.

100% of the author’s net proceeds from the sale of Thirst will fund charity: water projects around the world.

Shot 10: Bonus Links of the Week

Virtual Reality might seem like a boring buzzword these days, but the opportunity is in how to use it for better engagement – here’s how museums are using it to engage viewers/visitors:

https://www.wired.com/story/museums-augmented-reality-next-frontier/

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

hubshots episode 136

Nice picture, nothing to do with the episode though

Episode 135: Inbound Thoughts, HubSpot Video, HubSpot Bot tips and gotchas

Welcome to Episode 135 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we chat about Inbound 2018, and then start working our way through the first of the new HubSpot product announcements. Plus we start diving into bots in HubSpot.

Listen to the episode here:
https://soundcloud.com/hubshots/135a

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Recorded: Thursday 13 September 2018 | Published: Thursday 20 September 2018

Shot 1: Inbound Thought of the Week

Keynote from Beth Comstock

https://www.inbound.com/2018/speakers/beth-comstock

IMG 3417

Here is 6 interesting points from her keynote.

  1. The machine mind has caused an imagination gap.

How do we overcome the gap? Give yourself permission.

  1. When getting feedback ask this question: Tell me something I don’t want to hear?
  2. Spend less money on more ideas.
  3. You will fail but you will learn.
  4. Take small deliberate steps.

She is about to release a book that sounds interesting:

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Video hosting

https://www.hubspot.com/products/video-hosting

Check out the page promoting HubSpot’s new video hosting feature – the video is hosted on YouTube! (we kid you not)

hubspot video

Very simple to enable and use – we’ve been using it on a new site we’re developing.

To view video stats, you need to check the reports for the page(s) a video is embedded on:

https://knowledge.hubspot.com/articles/kcs_article/integrations/use-video-in-hubspot

It will show video views and video retention for a time period.

There’s currently no way to view all the stats for all your videos at once…

https://www.vidyard.com/hubspot-video-marketing/

Bonus tip: Collected Forms property mapping.

Hat tip to Paul Rosham from Lionheart Communications for highlighting this one:

https://www.hubspot.com/product-updates/now-live-collected-forms-property-mapping

Also, big shoutout to Paul for his attitude to other HubSpot partners:

paul twitter

This is exactly the approach and attitude I love in the HubSpot community!

Shot 3: HubSpot Gotcha of the Week

HubSpot bots will crash if using the Blog Subscribe action with contacts who have unsubscribed.

Shot 4: Marketing Tip of the Week

Getting started with bots on your site

https://blog.hubspot.com/customers/how-to-use-a-lead-qualification-bot-to-enhance-sales-and-marketing-alignment

Basically:

  • Set up a bot
  • Associate it to a targeted message
  • The targeting in the targeted message will dictate where the bot shows
  • When the chat shows it will include the initial message from the targeted message plus the first block from the bot
  • The bot sequence can handoff to a user at the end of its sequence

Shot 5: HubSpot Sales Feature of the Week

Using HubSpot video in sales emails.

Send video voicemails to stand out, or use video to record your screen during sales calls and to make education easier. Then send those videos to prospects as a handy follow-up they can reference.

Wondering if a your video was watched? The contact record shows who clicked it and when.

Shot 6: Opinion of the Week

Justin Theng on Blockchain As Marketing (BAM!):

https://blog.justintheng.com/the-coming-of-decentralised-search-and-consumer-data

Decentralise all the things!

Shot 7: Retirement of the Week

Databox switched their HubSpot analytics API choice, and this removed some functionality for HubSpot Free and Starter users.

(sad face)

The new HubSpot Analytics API blocks access for Free and Starter portals.

Shot 8: Resource(s) of the Week

Chrome extension: Copying modules between templates

Copy drag-and-drop modules and groups between templates in the new HubSpot Design Tools

http://neambo.com/hubx

Chrome extension: Facebook Pixel Helper

The Facebook Pixel Helper is a troubleshooting tool that helps you validate your pixel implementation.

https://chrome.google.com/webstore/detail/facebook-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en

Redirecting a Meeting Request submission to a Thank You page

Shoutout to Michael Carniato from Digital Sanctum:

https://www.digitalsanctum.com.au/

He has a script that will detect if someone fills out a meeting request form on your site and will redirect them to a thank you page.

It’s a simple script, which he’ll be happy to send to you – contact him directly from his site.

Shot 9: Quote of the Week

“If failure isn’t an option then neither is success.”

~ Beth Comstock

Shot 10: Bonus Links of the Week

Facebook News Feed Eradicator:

https://chrome.google.com/webstore/detail/news-feed-eradicator-for/fjcldmjmjhkklehbacihaiopjklihlgg/related?hl=en

Super useful tool:

http://stylifyme.com/

Thanks Justin! #gojima

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

HubShots Episode 135

Episode 134: HubSpot General Roundup

Welcome to Episode 134 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we get a bit geeky investigating some of the recent HubSpot releases including time on page calcs and topic discovery, plus a few gotchas. And a wonderful piece by Seth Godin.

Listen to the episode here:
https://soundcloud.com/hubshots/134-hubspot-general-roundup

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Recorded: Wednesday 22 August 2018 | Published: Thursday 20 September 2018

Shot 1: Inbound Thought of the Week

This week’s thought: there’s so much to get through this episode we’re going to jump right into it…

Shot 2: HubSpot Marketing Feature of the Week

Topic discovery

https://www.hubspot.com/product-updates/now-live-topic-discovery-in-content-strategy

Changed: How HubSpot Calculates Average Time on Page

Why does it matter?

The old calculation for average time on page took into account page exits. For any page that had a high exit rate, the average time on page that you would see would be lower than expected as a result. By removing exits from the calculation, you can expect your average time on page metric to be more accurate, and align better with industry standards.

https://www.hubspot.com/product-updates/now-live-were-changing-how-we-calculate-average-time-on-page

Shot 3: HubSpot/User Gotchas of the Week

Facebook Sync with HubSpot

Not adding your Facebook Page into the Ads settings to sync all leads into Facebook.  Discovered this when we inherited an issue where lead ad data was partially being sent into HubSpot and the source was direct traffic.

Deal tokens in email templates

https://www.hubspot.com/product-updates/deal-personalization-tokens-in-templates-and-snippets

Note: In order for deal tokens to populate, the contact you are emailing must have an associated deal in HubSpot. If there are multiple deals associated with the contact in question, HubSpot will populate information from the most recently created deal.

Shot 4: Marketing Tip of the Week

Facebook Is Removing More Than 5,000 Ad Targeting Options To Prevent Discrimination

Advertisers will no longer be able to hide their ads from people interested in things like “Passover,” “Evangelicalism,” “Native American culture,” “Islamic culture,” and “Buddhism.”

https://www.buzzfeednews.com/article/alexkantrowitz/facebook-is-removing-ad-targeting-options-race-religion

Shot 5: HubSpot Sales Feature of the Week

Parent and Child Companies

Companies in HubSpot can now be assigned to have parent companies and child companies

https://www.hubspot.com/product-updates/unlimited-parent-child-relationships

But this is just a link between them, there’s no sharing of timeline items eg a Parent company pulling in notes from a Child company.

Also, there’s no extra functions for assigning notes to parent or child companies from the current company you are on.

Zoho Reports integration

https://www.hubspot.com/product-updates/zoho-reports-integration

Ian is currently testing this for a client site – will report back once he’s covered it in detail.

Shot 6: Opinion of the Week

Take a Step Back

Think back to where your sales process or marketing process was 12 months ago.

Compare it to where you are now.

Have you made massive progress in the last year?

If so, congratulations.

If not, why not?

A good sign: you are pushing HubSpot to its limits and hitting walls. Congratulations, and look out for Inbound 2018 announcements.

Shot 7: Podcast of the Week

Your call isn’t important to us

Seth Godin talks about customer service call centres – the decline of customer service:

https://art19.com/shows/akimbo/episodes/c8ff65aa-4370-44a1-b51d-2fee138aed4d

It is gold!

And for clarification:

https://micheleconnolly.com/call-important/your call is important

Shot 8: Resource of the Week

Google Strategy Teardown from CB Insights:

https://www.cbinsights.com/research/report/google-strategy-teardown/

Shot 9: Quote of the Week

“…Bots don’t know trends.”

One of the speakers at Digital Marketer Down Under

Thanks to Suellen for highlighting this to me

Shot 10: Bonus Links of the Week

Chrome extension of the week:

https://chrome.google.com/webstore/detail/colorpick-eyedropper/ohcpnigalekghcmgcdcenkpelffpdolg?hl=en-GB

See if you are doing any of these > 10 Common UI Design Mistakes That Are Killing Your Conversion Rate

https://www.crazyegg.com/blog/ui-design-mistakes/

Tools to try

Easy Redirect: http://ref.ezrdr.com/m1Gl6RKX

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

hubshots episode 134

Episode 133: Facebook Engagement, Good and Bad Email Outreach Ideas, Strategy versus Tactics

Episode 133: Facebook Engagement, Good and Bad Email Outreach Ideas, Strategy versus Tactics

Welcome to Episode 133 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we chat about strategy versus tactics, the declining Facebook news feed experience, email outreach ideas both good and bad, plus the pain of data importing with third party tools.

Listen to the episode here:
https://soundcloud.com/hubshots/133-facebook-engagement-good-and-bad-email-outreach-ideas-strategy-versus-tactics

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Recorded: Thursday 16 August 2018 | Published: Thursday 20 September 2018

Shot 1: Inbound Thought of the Week

Facebook Page Engagement is dropping:

https://blog.hubspot.com/marketing/buffer-facebook-page-post-analysis

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

Takeaways:

  • Engagement is pretty much dropping across the board for brands both in terms of actual visibility and then the interaction with the viewed content
  • There’s benefit in posting daily with high quality, relevant content
  • But it’s a declining benefit due to more competition, higher quality content, changing Facebook news feed algorithm, and more ads in the news feed
  • In general images are doing better than videos in terms of interactions

Shot 2: HubSpot Marketing Feature of the Week

Make My Persona tool gets a facelift

https://www.hubspot.com/make-my-persona

Shoutout to Tara for highlighting this new version

Shot 3: HubSpot Gotcha of the Week

Enterprise HubSpot Gotcha

Enterprise portal – changing the default domain

It will reset the domain on the pages that already had the previous default domain set

So you’ll need to go through all the pages and update, and publish

Shot 4: Marketing Tip of the Week

Marketing Automation Tips

Don’t send an email from your CEO, asking for feedback, and then have the replies go to Support and automatically create a ticket

Eg Craig’s experience with needls. when replying to an email from their CEO.

Be aware of the latest Google Algorithm updates

Massive Google Algorithm changes at the start of August:

https://www.gsqi.com/marketing-blog/august-1-google-algorithm-update-analysis-and-findings/

https://moz.com/blog/googles-august-1st-core-update-week-1

https://searchengineland.com/googles-august-core-search-algorithm-update-is-now-fully-rolled-out-303475

Shoutout to Adam – one of our listeners who was querying us about this. Enjoying life at Byron Bay.

Shot 5: HubSpot Sales Feature of the Week

Data importing from different systems.  Been trying out a few like Import2 to move data between HubSpot portals and sources like Zoho.

When we have finalised the data imports we will share our experiences.

Shot 6: Opinion of the Week

Strategy versus Tactics:

https://medium.com/@ashleymayer/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-e92f3016c4d9

Takeaway: it’s OK to work on some tactical items in order to test ideas that lead to a strategy.

As usual the Farnam Street blog will make you smarter:

https://fs.blog/2018/08/strategy-vs-tactics/

In Good Strategy, Bad Strategy, Richard Rumelt writes: “The most basic idea of strategy is the application of strength against weakness. Or if you prefer, strength applied to the most promising opportunity…A good strategy doesn’t just draw on existing strength; it creates strength.”

“According to the skilled strategist Sun Tzu, strategy is about winning before the battle begins, while tactics are about striking at weakness.”

Shot 7: Outreach Tactic of the Week

Whatagraph email outreach Ian received

The outreach email included (possibly contrived) ‘internal’ emails between the team before reaching out to Ian.

Shot 8: Resource of the Week

The Perfect Blog Post

https://twitter.com/larrykim/status/1027981726340005888?s=12

perfect blog post

Shot 9: Quote of the Week

“If you don’t have a strategy, you are part of someone else’s strategy.”

Alvin Toffler

Shot 10: Bonus Links of the Week

Moz are updating their Beginner’s Guide to SEO:

https://moz.com/beginners-guide-to-seo

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

HubShots episode 133

Episode 132: Lead Flows get even more awesome

Welcome to Episode 132 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we look at HubSpot’s decision to release Conversations for free and where HubSpot is heading. Plus dive into some more Lead Flow goodness.

Listen to the show here: https://soundcloud.com/hubshots/132-lead-flows-get-even-more-awesome

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Recorded: Thursday 09 August 2018 | Published: Monday 03 September 2018

Shot 1: Inbound Thought of the Week

HubSpot releases Conversations for free

https://www.hubspot.com/company-news/hubspot-launches-free-conversations-tool-for-growing-businesses

https://www.hubspot.com/products/crm/conversations

So much stuff for free.

The only thing missing is a free version of the landing page tool…

Shot 2: HubSpot Marketing Feature of the Week

Lead Flows now have Exclusion criteria

Tip: use URL structures for Landing Pages and Thank You pages (eg includes ‘thank-you’ or ‘download’ in the URL) and exclude these from Lead Flows showing

leadflow exclusions

Lead Flow Targeting

What happens if there are two Lead Flows targeting the same URL:

https://knowledge.hubspot.com/getting-started-with-the-hubspot-crm-free/lead-flows-and-collected-forms-faq

From the article:

Lead Flow triggers

If there are two lead flows with different flow triggers set to load on the same page with the same location specificity, the lead flows won’t conflict each other and will wait for their respective triggers, given that the user has not previously submitted or dismissed either lead flow.

For example, if one lead flow is set to load on all pages and is triggered on 50% page scroll, and a second lead flow is set to load on all pages and is triggered on exit intent, the two flows will load when the user triggers each lead flow.

Lead flow location

When evaluating 2 or more lead flows that should load in the same area, there is a set of rules that control which lead flow should load based on which one has the most specific targeting rules. HubSpot prioritizes the targeting rules in the following order:

  1. Website URL is: The lead flow targets the specific URL of the page and is an exact match.
  2. Query parameter equals: The lead flow targets a specific query parameter found on the page.
  3. Website URL begins with: The lead flow targets the beginning of the URL of the page.
  4. Website URL contains: The lead flow targets a word that’s found in the URL of the page.

For example, if you have a lead flow set to load on All pages and a lead flow set to load on a specific website URL, such as http://www.domain.com/home, the lead flow set to load on http://www.domain.com/home will show.

This applies to lead flows that have the same flow triggers (on 50% page scroll, on exit intent, etc.) or the same type (pop-up box, dropdown banner, etc.).

In the event that there is a complete tie, such as 2 lead flows of the same type targeting the same exact website URL, the most recently created lead flow will be shown.

Last updated

If multiple lead flows are active on a page with the same location specificity, the same trigger, and have the same type (pop-up box, dropdown banner, etc.), the most recently updated lead flow will display. If the user has previously submitted or dismissed the most recently created lead flow, they will be shown the next lead flow they are eligible for.

Shot 3: HubSpot Gotchas of the Week

Moving purchased templates that are from the old framework to the new.  We found this issue when amalgamating a few different HubSpot Portals into one.  Templates purchased over a year ago are very hard to transfer.

HubSpot and Facebook Advertising connections

Here’s the message you see if your Facebook connection to HubSpot has expired – a misleading message which references April 2017.

hubspot connection issue

Bonus gotcha: if you attempt to report on two accounts that have different currencies, HubSpot completely shits its pants.

Shot 4: Marketing Tip of the Week

Setting up audiences in HubSpot that sync back to Google Ads and Facebook Advertising:

https://www.hubspot.com/product-updates/now-live-google-ads-audiences-in-hubspot

https://www.hubspot.com/product-updates/now-live-url-based-audiences-in-the-ads-add-on

Shot 5: HubSpot Sales Feature of the Week

Using Lead Bots

https://blog.hubspot.com/sales/how-to-set-up-a-lead-bot

More on this when we do a deep dive into HubSpot Conversations after Inbound in September.

Shot 6: Opinion of the Week

Challenging conventional wisdom

Panadol versus Vitamins

https://twitter.com/zaid/status/1026232301577850880

Silicon Valley: “Build painkillers, not vitamins.”
World: “Did you know the market for vitamins ($37B) is 2x the market for painkillers ($19B)?”

vitamins painkillers

Important note: I don’t know if these numbers are correct. The point is that it gave me pause to think and challenge my existing assumptions (or assumed knowledge).

Some of the replies, just for balance:

vitamins replies

Summary: the numbers may be totally wrong, but the challenge to assumed knowledge is the important takeaway.

Action item: what other areas have you relied on assumed conventional wisdom for?

What marketing activities are you engaging in that you need to review and challenge?

Solution is usually: test and measure

Some examples:

  • Focusing on email frequency (instead of relevancy)
  • Focusing on LinkedIn (instead of another channel – test and measure)
  • Ignoring Instagram (instead of testing and measuring)

Shot 7: Resource of the Week

Using the new Spotify Ad Studio:

https://xen.com.au/how-to-use-spotify-ad-studio-to-reach-your-audience/

Shot 8: Quote of the Week

2 quotes from Richard Branson

  1. You don’t learn to walk by following rules. You learn by doing, and by falling over.
  2. One thing is certain in business. You and everyone around you will make mistakes.

Shot 9: Bonus Links of the Week

Tools to investigate:

OrgCharts for HubSpot

https://orgcharthub.com/

Saw this recommended on Twitter by Lionheart Communications – https://twitter.com/LionheartComm/status/1026723369515986944 – but we haven’t actually checked it out yet…

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