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Episode 163: HubSpot Artificial Intelligence (AI), Attribution Reports, and a $130 ceramic mug

Welcome to Episode 163 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we discuss HubSpot’s approach to using AI in its product, plus dive into attribution reports, and then chat about paying $130 for a mug to keep your coffee warm.

Listen to the episode here: https://soundcloud.com/hubshots/163-hubspot-artificial-intelligence-ai-attribution-reports-and-a-130-ceramic-mug/

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

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Recorded: Tuesday 25 June 2019 | Published: Friday 28 June 2019

Shot 1: Inbound Thought of the Week

What is Artificial Intelligence (AI)?

In basic terms, AI is an area of computer science that makes machines seem like they have human intelligence.

While it’s all the rage these days, AI isn’t new. The term “artificial intelligence” was first coined back in 1956 by Dartmouth professor John McCarthy. He called together a group of computer scientists and mathematicians to see if machines could learn like a young child does, using trial and error to develop formal reasoning. The project proposal said they’d figure out how to make machines “use language, form abstractions and concepts, solve kinds of problems now reserved for humans, and improve themselves.” That was more than 60 years ago.

Until the early 2000s, AI has remained mostly in the hands of experts. But during the past few years, AI has become commonplace for two reasons. First, huge amounts of data are being created every minute. In fact, more than 90% of the world’s data has been generated in the past two years. Second, our computers are faster than ever. They can make sense of that vast wealth of new information in seconds.

With that in mind, software companies like HubSpot are sprinting towards an AI-powered future, finding new ways to use AI to solve business problems.

Couple of things that we use often in HubSpot that is powered by AI:

  1. Duplicate contacts, now
  2. Loading data and how it matches columns where data could be loaded.
  3. Import scans. When you import email addresses into HubSpot, it scans your list for potential deliverability problems.

https://blog.hubspot.com/customers/6-mundane-but-impactful-business-problems-solved-by-ai-in-hubspot

“That’s where AI comes in. It allows you to make decisions based on data that’s too broad for our human minds to process and analyze. Simply put, AI helps to scale personalization.”

Btw if you are interested in seeing how AI can generate content (and authors), check this out:

http://thismarketingblogdoesnotexist.com/

Almost everything is created by AI – the only things supplied were the blog post Titles.

Shot 2: HubSpot Marketing Feature of the Week

Attribution Reports in HubSpot

https://blog.hubspot.com/customers/demystifying-the-attribution-report-in-hubspot

Q: What types of questions can I answer with attribution reports?

A: Attribution reports can give high level insight on questions such as the following:

  • Which channels or pages are converting the most leads within a given timeframe?
  • Where should I be investing my marketing resources?
  • Which landing pages or content offers are being viewed the most before someone becomes a customers?
  • Are there types of content offers that generate more leads over others?

Attribution   HubSpot 1

Note, you really want to have Enterprise edition to get all the different options eg in Pro you can’t see Source attribution:

Attribution   HubSpot 3

And you won’t be able to view the different Attribution models:

Attribution   HubSpot 2

You’ll need to have Enterprise in order to see these options:

Attribution   HubSpot

 

Key insights: you need to have good, clean, complete data in order for attribution reports to provide any additional insight.

Shot 3: HubSpot Sales Feature of the Week

Documents tool

With the documents tool, you can build a library of content for your entire team to use and share with your contacts.

This is especially useful for sales to keep things consistent and updated like brochures and price lists that may be shared by a team of people.

https://knowledge.hubspot.com/articles/kcs_article/documents/use-documents

Two of the features we love is tracking and reporting.

document share dialog box

Beware the test@test.com problem…

Shot 4: HubSpot Gotcha of the Week

Reminder about using styling with HubSpot forms – it’s an option on forms in Pro and Enterprise:

Forms   HubSpot

This will also make sure that the form doesn’t render as an iFrame.

Shot 5: Marketing Tip of the Week

NeverBounce has real-time email verification and email cleaning services.

https://neverbounce.com – from HubSpot support!

1  New Message

Bonus: See also the AppSumo deal on ClearOut: https://appsumo.com/clearout/

Shot 6: Insight of the Week

Google My Business updates

Google’s ‘social network by stealth’ approach (let’s not mention Google Plus)

https://searchengineland.com/google-my-business-adds-more-branding-tools-introduces-searchable-shortnames-318527

Shot 7: Thing of the Week

Ember Ceramic Mug

https://ember.com/products/ember-ceramic-mug-au

https://www.youtube.com/watch?v=sxUDdgkcru0

Shot 8: Resource of the Week

Facebook One-Sheeter Guides:

https://www.jonloomer.com/2019/05/28/facebook-one-sheeter-guides/

Setting a new record for number of CTAs to include in a single post. Congratulations Jon, you’re our winner with 6 CTAs!

Shot 9: Quote of the Week

“The second is trickier: the person who knows what to do next is the leader. We’re entirely nonhierarchical in that way. But in a combat environment, when split seconds make all the difference, there’s no time for second-guessing. When someone steps up to become the new leader, everyone, immediately, automatically, moves with him. It’s the only way we win.”

― Steven Kotler, Stealing Fire: How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work

Shot 10: Bonus Links of the Week

https://thehustle.co/botto-bistro-1-star-yelp/

https://moz.com/blog/best-free-seo-tools

https://searchengineland.com/search-ad-labeling-history-google-bing-254332

Please leave us a simple star rating as this helps us improve and reach more marketers.

 

Episode 163 Transcript

– [Ian] Welcome to HubShots episode 163. We talk about artificial intelligence and HubSpot, Attribution Reporting, and the 130 dollar ceramic mug. You’re listening to Asia Pacific’s number one HubSpot focus podcast where we discuss HubSpot tips, tricks and strategies for growing your sales, marketing and service results. My name is Ian Jacob from Search & Be Found, with me is Craig Bailey from XEN Systems, how are you Craig?

– [Craig] Oh look really good, except my coffee is a little bit cold. If only there were a solution to that problem.

– [Ian] And I will give you one as the show goes on Craig so just hold on.

– [Craig] Coming up in a short seven, okay.

– [Ian] All right, I wanna talk about our inbound thought of the week Craig, and we’ve spoken about artificial intelligence before in previous episodes, and how that relates to HubSpot, but I thought, let’s take a step back because some of us throw this term around and we don’t really get it. We don’t really fully understand it, it was even revealing to me as to what it was and how it came about.

– [Craig] Well that’s right because artificial intelligence, surely that’s just killer robots right?

– [Ian] That’s right. So I’m gonna read to you a bit about how it originated, and we’re gonna just talk about some of the things that we like that HubSpot are using artificial intelligence to do to make our lives easier on a day to day basis. So, artificial intelligence was first coined back in 1956 by a Dartmouth professor called John McCarthy, where he called a group of computer scientists and mathematicians to see if machines could learn like young children do. And using trial and error they developed formal reasoning. So what I’m gonna say after this, in the early 2000s, AI was still mainly in the hands of experts, but in the last few years it’s become common place for two reasons. Firstly, huge amounts of data being created every minute, in fact they’re saying in more than 90% of the world’s data has been generated in the past two years. And secondly, our computers are faster than than ever. They can make sense of sense of vast wealth of new information in seconds. And with that in mind, HubSpot is using artificial intelligence within it’s system to do certain things. So I’m gonna highlight three things. You will see in HubSpot, it now finds duplicate contacts. So in the contacts tool under actions, you can find duplicate contacts because it’s run over the data defined what could be potentially duplicated. Number two Craig.

– [Craig] Well you’ve actually gonna hear about loading data and matching. So importing data and how it’s just, it seems to know where the data is gonna end up.

– [Ian] Correct. It actually does a pretty good job, and then understanding what type of field it is, and so on. And number three is, importing scans and this is to do with email. So when emails are imported, it scans the list for potential deliverability problems. Now you might go but why, but it’s all about keeping it clean, right? And I’ve seen this when I’ve imported things in before, where it’ll automatically mark an address’ undeliverable or not gonna send the email to because it may be marked as spam for example. I’m like how did it know that? Anyway, it does it, so it’s available. Now there is one really interesting quote that you picked out.

– [Craig] Yeah, that’s right. And actually we should just mention all of what we’ve talked about here is coming from Ari’s blog post on HubSpot blog, it’s really good. He goes into this in a bunch more detail and a few more examples but he’s actually talking about personalization. By the way that’s the topic for our HubSpot user group tomorrow night. By the time you’ll have heard this we’ll have had the user group meeting, hope you’re there, hope you enjoyed it. But anyway personalization, he talks about the fact that when it comes to AI, it actually allows you to make decisions that are too broad for human minds to process. And so basically, AI helps you to scale personalization. I think that’s a really good way to think about it.

– [Ian] Yes.

– [Craig] And of course we know there’s other barriers in, especially marketing across the stack and I’m sure HubSpot’s got this in mind with just their advertising tools and all those kinds of things, so it’s really stunning, but it’s really just about optimizing and scaling decision making, to make smart decisions.

– [Ian] Now you pointed out a really good blog, and we’d encourage people to go have a look at this. If you go to this is marketing blog.

– [Craig] No thismarketingblogdoesnotexist.com. That’s a long url, but yeah, thismarketingblogdoesnotexist.com, check it out because that is a blog that is entirely written and actually built by artificial intelligence. So not only is all the content just generated automatically by artificial intelligence, but the authors and the authors photos, they’re not real people, they’re not real names, it’s all just made up. And it’s just a good example of how, yeah.

– [Ian] How it’s working.

– [Craig] The little mini robots and artificial intelligence can build all that stuff. Basically you have an army of robots at your disposal. I think this is what people don’t realize as marketers, and well in a lot of professions. Think of Google, just the Google section, just this army of robots just crawling the web, just doing all of this stuff at massive scale and as marketers, we have this at our fingertips to do. Let’s put those little robots to work and thanks HubSpot for implementing it in your product.

– [Ian] That’s right. All right, onto our HubSpot marketing feature of the Craig, and we’re gonna talk about Attribution Reports in HubSpot.

– [Craig] Yeah, and this is also based on a blog post. A good blog post I thought from HubSpot blog.

– [Ian] That’s right. And this is because we often get these questions from people that we talk to and we deal with on a daily basis and they go, what does this mean? Like what does it mean that this contact was assisted? What can I make sense out of this?

– [Craig] Yeah, that’s right. So Attribution Reports are really well, about providing attribution back to a point. So is it the blog post where people started? Is it the resource that they came from? Is it a refer ex cetera? Now, I’m actually gonna say two things, I’m gonna say one, it’s good, and two, it’s useless. Okay, so just lemme explain that, because Attribution Reports for starters, you need pro and above to access them. But really you need enterprise to get the full value out of it.

– [Ian] You do actually need data.

– [Craig] Yeah, and plus you need a lot of data, that’s exactly right. However, and one of the people might say, oh I don’t have enterprise, well is it worth paying enterprise to get these Attribution Reports. And I’m gonna say for most people, not it’s not. And I’ll tell you why, because when I analyze well we’ve both got enterprise portals but we’re not, I analyze data for sim, and we’ve got a lot data in some of our brands, we analyze it and the Attribution Reports often don’t give much more insight over just general reports. And I think this is something that people need to understand. For Attribution Reports to give you actionable insight, you need really clean data. So if the data is wrong, you know the referral source is wrong or you didn’t tag it properly, if it came from paid adds and all that kind of stuff. If it’s wrong, it’s not gonna give you some magical insight into attribution that you didn’t know before, in fact it’ll probably confound you and the other thing is that you almost need to be saying what’s the question I’m asking here, rather than, I think people often get a report and go ah, so tell me some insight, and really you’ve actually gotta be thinking about, well what’s the question that I wanna answered here? And that’s how you have to approach reporting in many ways to get any value. And we know this from Google analytics as well, which has had Attribution Reports, well for free since forever, does give you some insights, but then again it’s also about the data.

– [Ian] That’s right.

– [Craig] It’s in place.

– [Ian] And I think it’s also understanding the types of attributions that’s available to you. There’s time decay, there’s last touch, there’s first touch, there’s first and last touch, when I first saw this I was like what the. And so you gotta understand what you’re trying to actually get, or how it’s gonna affect the results you want to see, so.

– [Craig] Yeah. And I think you’re better, sometimes you’re better coming in with the question such as ah, is it really worthy doing x? Well let’s see what attribution highlights for us, because if you just ah I’m gonna pull up the Attribution Report and see what it magically shows you, it’s possibly not gonna show you anything else then a just say a general sources report would show you. And especially if data’s dirty or not particularly clean, possibly even more misleading. Anyway, good blog post around Attribution Reports if you wanna dive into it, if you do have an enterprise portal. You know the other thing I’ll say, you know when you analyze data, do you feel like the HubSpot reports is slow?

– [Ian] Yes.

– [Craig] I know they gotta crunch a lot of data, but I’ll bet, you know what I’m predicting? Come at an inbound they’ll say, we’ve increased the reporting crunch time by 1000% because fighting for these reports.

– [Ian] Yes.

– [Craig] People aint got time for that sometimes.

– [Ian] So when you say waiting for the reports you’re talking about the visualization of the report.

– [Craig] Sorry the visualization, yeah.

– [Ian] Versus the data that we’re actually seeing.

– [Craig] Yeah it’s pretty good at collecting the data, but yeah, creating that visualization especially on those Attribution Reports, if you’ve got a big data set, takes a while.

– [Ian] Yes. All right Craig, onto our HubSpot sales feature of the week, and this came from talking to one of my customers, and they were like, how do I track a document if it’s in a email and someone forwards it to somebody else and I wanna know if that person read that document, how do I do that? All right, I’ve got just the tool for you, it’s called the document’s tool, and what this allows you to do, is actually keep a library of content that your entire team can use. What I love about it is, it’s a central location that you can store the contents of couple of clients for used things like, the brochures that they often send people, price lists, so price lists often get changed on a quarterly basis, so keeping this all in sync for sales is really important. And also when you’re using them in templates, you can call the documents, and they will automatically pull in the right documents for you. But what I wanted to share was this feature about being able to track. So you can, when you share it, you can say look, I wanna share it with this person with this particular email, and if they need to actually, if for example if they pass that on, or they share that with somebody else, there is an option to require an email address to view the document. So people have to stick their email in to view the document. That’s where this tracking can happen, now obviously anything can be gained like you know, so just be aware of this when using that feature, because as people get more savvy, they will decide not to do that.

– [Craig] Yeah we call this the test@test.com problem which is when everyone, when ever someone’s prompted to put an email address in to access something, it’s test@test.com, but look, that’s an indicator in itself. If someone doesn’t wanna put their email address in there, probably not high intent anyways.

– [Ian] That’s right.

– [Craig] Can be a qualifier or a disqualifier in some ways.

– [Ian] That’s right, and then the other thing I forgot to mention is that the reporting on the documents, understanding who’s opening, how many people have opened it, what time they’ve spent on each of the pages, and if you’re contact owner, that will get sent to you, as to which pages they spend the most time on, which I find really useful.

– [Craig] I think that’s a really key feature about it, that time and page, and as we’ve said before on the show, if you see someone open, flick, flick, flick, flick, pricing page leave quickly.

– [Ian] Yes.

– [Craig] You know that’s a bad sign. If they flick, zoom down to pricing page, linger there, ah yeah and then go back and start reading the rest, very good sign.

– [Ian] So there you have it. All right Craig, the HubSpot Gotcha of the week.

– [Craig] Just a reminder about styling Hubspot forms, I was embarrassed about this because I cloned a form for a page, and then I put it on a word press site.

– [Ian] Yes.

– [Craig] And the styling wasn’t working. I was like, what’s going on? I’ve embedded the same way, I’m calling the native styling from the site, but it’s not working, what’s going on? I’ve cloned the form, it should be working, right? So I contacted HubSpot support, they came back and very sweetly told me ah there’s an option on the options page, basically to make it an unstyled form so it works on the site, right? And I knew this because I’d actually told people this, ’cause they’d asked me about this problem I think a couple of months ago and I’d said ah that’s an option, just completely forgot about it. So, it’s one of those things you trick yourself ’cause you duplicate, you clone a form, you’re thinking I can carry over all the settings, but just a reminder that that unstyled form setting is on the options.

– [Ian] Yes.

– [Craig] Now I would like it if that was actually on the styling and preview form tab of the form, right? You’re going through the form, I’d like to go oh styling and preview, no. Don’t use HubSpot styling. I just wanna, it’d make sense if it’s there, right? I’m just saying that so that I don’t feel so dumb but anyway, if you’ve fallen into that trap as well.

– [Ian] It is an option Craig.

– [Craig] Remember that option, yes.

– [Ian] All right, marketing tip of the week Craig. And this marketing tip came about because I was helping a customer send out some emails, and it got flagged as having a high number of bounces. And there was this really lovely message in my portal saying, if you don’t resolve this you will be banned from your account.

– [Craig] Ah you got one of those as well. We got one of those the other day.

– [Ian] All right, I contacted HubSpot support, I’m like, so firstly I’m going to find out why this has happened.

– [Craig] Yeah.

– [Ian] I then created, from all the bounces I created a list of all the bounce contacts. So I could exclude them off any future sends.

– [Craig] Right.

– [Ian] As an interim solution. I then contacted HubSpot support to figure out whether this would be sufficient to do, to which the answer was, yes it would be, obviously it’s not a permanent solution, but it kinda gave me the option, actually what I ended up doing was, from that list was, assigning the contacts back to the owner as a task to actually go and find out what was wrong with it, or why it was wrong.

– [Craig] How many contacts we talking about?

– [Ian] There were probably about 20, 30 contacts per person in sales. So it wasn’t huge but in the whole list it was still like 100 contacts, right? So that was one, they to told me to load an unsubscribe list in there, which I said then, asked what happens when I need to send emails when once it’s been fixed? And they said, that would be rather hard, so I went, that’s not a good idea. But then they came up with this solution where you can actually verify emails, and it’s called NeverBounce, and it’s real time verification and email cleaning where you can actually load this list in bulk, and it’ll check to see that address is valid. So I think this is really a useful tool to probably use before you’re importing data in to actually verify and check that it is clean, and flag those issues prior to the load.

– [Craig] I had a similar experience, I was telling you about this the other day before. We pulled a whole bunch of contacts out of one portal and imported them into another portal. So it’s about 8000 contacts under one portal, imported into another portal. Now we only exported out the ones that hadn’t bounced, didn’t have any issues.

– [Ian] Yeah.

– [Craig] So they were fine and engaged, imported them in, and about 10% of the list bounced straight away. We’re actually still tryna work out why. So we’re actually going through this process with HubSpot support.

– [Ian] Okay.

– [Craig] What’s going on? So we actually were wondering if there was something right, because it’s in another portal maybe there’s a different IP Address rank or something that’s being sent from, or something weird. So, but what we’ll do, is we’ll use a tool like this. I think this is a good tip. We’ll upload them in today and just see what it gives us back, whether the things stay clean or not.

– [Ian] And it also does connect in with HubSpot if you do need to use it. All right, onto our insight of the week Craig, you got some Google My Business updates.

– [Craig] Yeah, I just wanted to mention this because yet again, Google My Business is so important for businesses.

– [Ian] It is.

– [Craig] And a reminder to people, set up your profile or claim it and make sure you keep it updated. It’s still free which is incredible, by the way, don’t hold your breath, surely they’re gonna be charging for premium features soon, I can’t believe it. You know how you use years ago we’re going ah one day HubSpot’s gonna get rid of the key word tool, and finally it came, we’re very sad about that. One day Google My Business is gonna start charging for their business profiles, like a premium tier and we’ll be really sad when that happens, but until that does, take advantage of it. Get your Google My Business profile up to date. Anyway, some of the new features they’re putting in, they’re gonna have short names, they’re gonna have other tools within it and the reason I wanted to raise it and it’s kind of insight of the week is because you know how Google had Google+ and that’s all died, right, and gone and everyone’s like ah they couldn’t do social.

– [Ian] Yes.

– [Craig] Google My Business is their social by stealth, I really think because now you have posts you have on your Google My Business profile, you can have videos, you have photos, you have events.

– [Ian] You have offers.

– [Craig] Offers, you can have contact us by text, they haven’t got like straight messaging real time there but messaging in a sense is there. It’s become their LinkedIn page and their Facebook page, company page.

– [Ian] Yes.

– [Craig] It’s Google My Business. So I call it their social by stealth, business social by stealth and I just, folks you’ve gotta get onto this, if you’re not doing it and not updating it.

– [Ian] That’s right and you know what? I saw a really interesting thing the other day that they’ve introduced is that if you, when you initially sign up, you can actually give a one time offer to the person that actually follows or signs up to your page which I thought was rather interesting so there’s another opportunity to entice people to actually follow your business.

– [Craig] Right, that’s interesting. Yeah well, the thing I said, they’ve added short names so at the moment you just have a short name, what do you do with it? Well not much but at some point there’s gonna be your @ short naming people and talking, it’s conversation going in, it’s you know.

– [Ian] So that’s right, it’s a opportunity, I would actually get on top of that.

– [Craig] Now is it time for a coffee, ah it’s a bit cold.

– [Ian] I know, it is Craig but let me share a solution with you. There is a mug called the Ember ceramic mug and it can prolong the enjoyment of your coffee and tea as it’s the world’s first temperature controlled mug.

– [Craig] But tell ’em the price son.

– [Ian] It’s a cool 130 dollars Craig.

– [Craig] That’s 130 Australian. And the travel mug is more expensive. So folks, check the, you’ve gotta see it because here’s the mental shift I went through. When I first saw it, I thought ah this is a joke, like they’ve got an app connected mug.

– [Ian] It even works with the Apple Watch Craig.

– [Craig] And I thought this is a joke, someone’s having a go right and then it’s available at the Apple store. We were laughing about this before but here’s the mental journey that you go on. You go ah this is a joke, someone’s having me on and then you go ah actually it’s not a joke and then you go 130 bucks, who in their right mind would pay 130 bucks for a mug and then you go, you know what, that mug could be kind of handy and then by the end your day your going oh it’s only 130 bucks to keep my coffee warmer. I haven’t bought one yet. I’m getting close. So listeners, check this out, would you buy a ceramic mug.

– [Ian] Well I mean this is interesting, I mean it’s a very stylish mug I have to admit.

– [Craig] It’s a beautiful sight, they’ve done really well.

– [Ian] Yes it’s beautifully designed. It has one hour battery life and it has a charging coaster that you can stick it on and it will stay in the temperature range of between 50 and 62.5 degrees Celsius and you know what, it just looks really nice.

– [Craig] It looks really nice and I was reading some of the reviews of this, people are saying it’s life changing. I’m not joking . They’re saying it’s life changing because instead of having to go over to the microwave and reheat their coffee or get another cup, they just have a nice hot cup of coffee or tea all morning and they’re reading the paper and all that and I was like well you know there’s worse things to spend money on I guess.

– [Ian] Correct. Well there you have it, that’s our product of the week Craig.

– [Craig] If any listener has one, tell us what you think.

– [Ian] Yeah that’s right, see if you’re in the US, it’s 79.95.

– [Craig] It’s a bargain.

– [Ian] And you can get it Starbucks and Apple store.

– [Craig] You should see the video, we put a link to the YouTube video, it’s like this, such an aspirational, the music and everything, it’s like it’s a mug. Since we’re all in marketing and sales, there’s a lot we can learn from this. So I encourage you to have a look.

– [Ian] All right Craig the resource of the week and this is a Facebook One-Sheeter guide from Jon Loomer.

– [Craig] Now we love Jon Loomer and this one is good as well but folks, check this out for the maximum number of CTA’s he’s managed to push into a blog post. He’s set a new record I reckon.

– [Ian] So why I’m reading and just take a note and I love how the CTA’s are prefaced by saying a message from Jon . So there you go, I mean.

– [Craig] There’s actually almost more CTA content in the post than actual content.

– [Ian] You know what’s interesting, it’s like he’s not giving up about testing new stuff, right, and that he can clearly see he’s testing different things and measuring what’s working.

– [Craig] Oh he’s the master, I love his stuff.

– [Ian] Yeah.

– [Craig] And I will happily put up with all those CTA’s ’cause his content is so good.

– [Ian] Correct, all right Craig, onto our quote of the week. And this is from a book that you have read and I’m listening to currently called Stealing Fire : How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work by Steven Kotler. So here it is. “The second is trickier, the person who knows “what to do next is the leader, “we’re entirely non-hierarchal in that way “but in a combat environment when split seconds “make all the difference, “there’s no time for second guessing. “When someone steps up to become the new leader, “everyone immediately automatically moves with him, “it’s the only way we win.”

– [Craig] I think that’s a really interesting quote that the person who knows what to do next is the leader.

– [Ian] That’s right and that’s what I wanted to highlight with this quote because it was fascinating. I mean there’s lots of examples in this book and I think we can learn a lot from just understanding how Navy SEALs operate and how they actually get into the flow of operating at that level that they do so think about in your business, in your team, what’s happening.

– [Craig] Well I think if you’re in a leadership position as opposed to just managerial by the way, managers and leaders are different beasts but leadership, yeah is really about knowing what to do or deciding what to do next and then leading the way. I find these books good like this is not a book you read to learn marketing tactics.

– [Ian] Correct.

– [Craig] But it is a book you learn how to go right, this is the way people think and this is how the way the world works and this is how leadership is manifested in active leads so yeah, I love these kinds of things that always kind of expand your thinking.

– [Ian] And on a happy note, we have a few bonus things for the week. We would love you to leave us a simple star rating on Apple Podcasts or any other podcast app that you listen to us on. And until next time Craig.

– [Craig] Catch you later Ian. Hey there, thanks for listening to this episode of HubShots. For show notes and the latest HubSpot news and tips, please visit us at HubShots.com.

HubShots HubSpot Artificial Intelligence (AI), Attribution Reports, and a $130 ceramic mug

Episode 162: Avoiding HubSpot Workflow Mistakes and Replacing yourself with Tools

Welcome to Episode 162 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we look at replacing yourself with tools, plus avoiding HubSpot workflow mistakes.

Listen to the episode here: https://soundcloud.com/hubshots/162-avoiding-hubspot-workflow-mistakes-and-replacing-yourself-with-tools/

HubShots, the podcast for marketing managers and sales professionals 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

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

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Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Tuesday 14 June 2019 | Published: Friday 21 June 2019

Shot 1: Inbound Thought of the Week

Analysing data to highlight trends eg HubSpot Trends report:

Reports dashboard 10

There’s a bunch of tools in this space eg see also MAXG: https://www.maxg.ai/ from the team at Square2Marketing which aims to highlight issues to investigate.

Have a look at Artificial Intelligence (AI) is at work in HubSpot > https://www.hubspot.com/artificial-intelligence

Another is Atomic Reach.  It is a content intelligence platform for marketers > https://www.atomicreach.com/

Shot 2: HubSpot Marketing Feature of the Week

Avoiding Workflow mistakes

https://blog.hubspot.com/customers/5-biggest-workflow-mistakes-how-to-avoid-them

An interesting note: delays might be useful right at the start of a workflow in case a Contact’s properties are a few seconds delayed in getting updated.

Sometimes data isn’t instantly populated on an object record when a visitor converts and is created as a contact in your account for the first time. It can take up to a few seconds for the incoming data to populate in the associated properties. If a workflow is set up to assign a new contact to a sales rep based on their form responses, place a delay in as the very first action. If not, the contact may enroll in the workflow seconds before its contact properties have finished updating, and the wrong owner may be assigned as a result. Although this doesn’t always happen, it’s something a one-minute delay can easily take care of.”

And as usual the CTA is to do a HubSpot Academy lesson:

https://academy.hubspot.com/lessons/understanding-workflows-in-hubspot

Shot 3: HubSpot Sales Feature of the Week

Importance of looking at Time in Deal Stage.

This report shows the average amount of time deals spend in each stage of your funnel. Use this report to see how your deals are moving through the funnel and to see where things might be getting stuck.  You can also see what deal stages are being missed all together too!

Reports dashboard 11

Shot 4: HubSpot Gotcha of the Week

Slack notifications for Inbox Email Conversations

Getting Slack notifications for HubSpot Conversations via a team email box doesn’t work as you’d expect

Slack notifications to a channel only work for Chat Conversations.

Settings 11

 

For Inbox Email Conversations you need to set up personal notifications, that end up in your Slack HubSpot app ‘channel’

User Preferences   HubSpot 3

Go to the Assign area:

User Preferences   HubSpot 2

Shot 5: Marketing Tip of the Week

Adding FAQ schema to a web page via Google Tag Manager:

https://www.semrush.com/blog/how-to-add-faq-schema-google-tag-manager/

Two key takeaways:

  1. Schema markup is important
  2. Google Tag Manager is a useful way to insert schema into a site – if you aren’t yet using Google Tag Manager, then it’s time to get on board…

Shot 6: Insight of the Week

The value of tools

Do you consider tools a cost or an investment?

Compare tool costs with staffing costs – what can you replace with a tool?

Is it more accurate, more insightful, less error-prone, faster, easily repeatable, etc

Now consider your own role. Is what you are doing today, replaceable with a tool? If so, then what is the value you are adding? What will you be doing tomorrow?

Examples of tools we’re using: HubSpot, ahrefs, SEMrush, SanityCheck, Zapier, Databox, AccuRanker…

Which tools are you using? Let us know in the comments or tweet us @hubshots: https://twitter.com/hubshots

Shot 7: Podcast of the Week

Inbound Happy Hour

New podcast from our friend Chris Higgins:

https://www.inboundhappyhour.com/

Shot 8: Resource of the Week

700 Facebook Ad examples:

http://kristihines.com/facebook-for-businesses-facebook-ads/

600 Instagram ad examples:

http://kristihines.com/instagram-for-business-instagram-ads/

Shot 9: Quote of the Week

“You don’t have to be big to make a BIG difference in the world.” – Norbert

https://www.instagram.com/p/BygL6-pgmJr/

Shot 10: Bonus Links of the Week

https://rankmath.com/blog/google-indexing-api/

https://www.apollo.io/explorer/

Please leave us a simple star rating as this helps us improve and reach more marketers.

Transcript

[Ian] Hi everyone, welcome to HubShots Episode 162. We talk about avoiding HubSpot workflow mistakes, and replacing yourself with tools. You’re listening to Asia Pacific’s number one HubSpot focused podcast, where we discuss HubShot tips, tricks and features for growing yourselves and marketing results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems. How are you, Craig?

[Craig] Yeah, really good and feeling replaceable.

[Ian] That’s right, we are the replaceables.

[Craig] That’s right, in our strive for efficiency it’s all about getting tools and processes in place, so we can provide more value and we’re gonna chat a little bit about that first in the Inbound through the week, but also later in our Inside of the week.

[Ian] That’s right, so Craig, you know, Inbound through the week. this is something I stumbled upon today, is a new report in HubSpot and it’s analyzing data to highlight trends within HubSpot, so what it’s doing is using artificial intelligence from what I can see and it’s showing you things like sessions from email increased by 170% over the last week, new contacts from email increased by 100%. I mean, the screenshot we’ve got and the one I had in my portal had it everything going up, I wonder what happens when things start to go down?

[Craig] I was wondering that as well, yeah, trends, we only show you the good trends so it seems like everything’s working. Yeah, but that’s right it’s really about analyzing and it’s probably on the size of the data set that it can analyze as well and also frequency, all those kind of things, especially when its talking about email marketing and that kind of stuff. But, yeah, it’s really interesting to see these becoming part of the actual report stack.

[Ian] Yes.

[Craig] And by the way just reminding people when we say a report in HubSpot we’re talking about one of those little widgets that appears on your dashboard. Oh, by the way you can drill into them into a bunch of the reports,

[Ian] Yes, you can.

[Craig] not this particular one, but bunch of reports especially trend lines and things you can drill into them.

[Ian] That’s right, and I think what’s highlighted that there are multiple things, you know, I’ve highlighted there is actually a page on HubSpot it talks about artificial intelligence at work in HubSpot and over the course of the years we know HubSpot have actually purchased products or businesses that specialize in artificial intelligence and then they have now integrated that into HubSpot. And it’s starting to surface a lot of that through the, for example, the SEO tool within HubSpot. It’s one of them, we’re gonna actually use it.

[Craig] Yeah, that’s right and look it’s it’s kind of pretty commonplace now. People are building the tools right left and center for all this kind of insight and analysis. And as we have, well, it goes back to the data sets doesn’t it?

[Ian] Exactly.

[Craig] ‘Cause we have more data to analyze, we can actually make quite useful and insightful predictive analysis.

[Ian] That’s right, and I think there’s another one that I’ve actually tried out and it’s a content intelligence platform, which actually hooks into HubSpot called Atomic Reach.

[Craig] I’ve heard of these guys

[Ian] Yes.

[Craig] actually, and I noticed when you sent it to me earlier, I was like, oh, I’ve got to log in.

[Craig] Correct.

[Craig] Oh, it’s expired I must have tried a long time ago ’cause I love trying out tools. You know, folks if there’s any tools you’d like us to try just send us a login. If you’re a vendor and you’ve got a tool that you’d like us to try out and maybe mention on the show send us a login and we’ll take a look, always keen to check these things out.

[Ian] That’s right, so we encourage you to actually have a look at it because it can make a difference.

[Ian] All right, Craig, on to our HubSpot marketing feature of the week and this is about avoiding workflow mistakes.

[Craig] This is a HubSpot blog and you know how we’ve done a few episodes. This almost felt like, I was wondering if this was, you know, how we had one on all the big mistakes we see?

[Ian] Yes.

[Craig] And then we had another one on workflows? This was kind of great combination of those two ideas, I’m not saying they took the idea from us at all but I just kind of flagged in my mind, oh yeah, this is a really good post. Why didn’t we do an episode called, Avoiding Workload Mistakes? Anyway, it’s a really good post. They go through a few things, five key ones actually. The one that I wanted to highlight is a bit of a gotcha. I hadn’t really thought of this but talking about using delays in workflows especially at the start of a workflow, which I actually kind of do by default anyway.

[Ian] Yes you do, yeah.

[Craig] But it turns out there’s a good reason for doing that and that’s because often a contact, so they fill out a form, submit, it can be just a couple of seconds before some of those fields are updated on a contact. And so the the author of the post was saying, let’s say you had a workflow triggered by a form submit.

[Ian] Yep.

[Craig] That then works on the contact. There might be fields on that contact that aren’t updated until after they’ve already been into the workflow.

[Ian] Okay.

[Craig] So the point is if you’ve got entry criteria that are dependent on a few things, not only the form but also contact properties, they may or may not actually fire correctly. So, it was one of those things where put a delay at the study workflow, if someone gets into the workflow and maybe they shouldn’t have. Well, you’ve probably got a goal or some exit criteria to get them out. But just this idea what if you had branching that relied on some of those criteria maybe something that they had entered in the form. Unless you had a delay, it might not have picked those up correctly. So they call that a workflow mistake to avoid. I call that a deficiency in HubSpot ’cause there’s a delay before the HubSpot should take care of that for you surely.

[Ian] Yes.

[Craig] However, the point remains just be smart about that and it’s pretty simple to put a minutes delay at the start of every workflow just for good measure.

[Ian] And what’s a good time for a delay, Craig?

[Craig] I’d go the minimum so like a minute.

[Ian] Minute, yes.

[Craig] Like I don’t think you can choose seconds, but yeah, all you need is 10, 20 seconds.

[Craig] Now, we’ve run into this before, right? Because when you have multiple forms and you go form submit on one page, goes to the next page, and the deck doesn’t pre-populate with what they’ve put in the previous form. It’s because there’s that slight delay in the record getting updated and then pulled back. So we’re aware of it, I just hadn’t thought of it in terms of workflow so good tip there thanks.

[Ian] Yeah. So I think if you’re in marketing, which some people might not realize, if someone inputs data in a form, it actually has to go into HubSpot and then if you’re trying to collect it on the second page to display it again or to pre-fill it, it actually needs to come back. So it’s doing this two-way journey, it’s not just passing it from one page to the next just so be aware of that. All right, Craig, HubSpot sales feature of the week. This is one we have been talking about as we look more to deal stages, and this is a report that’s available where it talks about the time in deal stage. I know for a fact people look at this and they try to understand where the parts of this sales flow is stalling or are things, particular things, happening at stages and it’s taking too long? And so we’ve been looking at this across multiple clients to understand which stage is actually taking too long and you’ll probably see from a screenshot in my example which stages are being totally missed altogether and nothing’s actually going in there or they’re basically skipping that stage in the sales process. So that might be an indication as to understanding why it’s needed or why it’s not needed. So what’s interesting is you’ll see that they calculate an average time and in this particular report I’ve showed you it’s got two-months worth of data there. So it’s got the current month and the month before. That gives you averages.

[Craig] Yeah, what’s the data set for this particular one? Seems quite different. Yeah, all the deals be interesting to know how many are going into that.

[Ian] It’s actually the deals closing in the next 30 days.

[Craig] Yeah, right.

[Ian] So you’ll see that and I’ve got obviously a date range of 30 days. So you can play around with this and massage it however you see fit.

[Craig] Yeah, but that’s exactly right not in that second stage in the sales pipeline. No one in there they’re just skipping over so good indication that you might not need it.

[Ian] That’s right or you might end up finding that there are things that sit in a deal stage that never end up moving because maybe a deal actually is stalled for some reason and no one’s actually moved it on.

[Craig] Ah, well that’s interesting. So let’s say something was caught in a deal stage. Instead of putting zero surely it would just have the total time frame so far.

[Ian] Correct.

[Craig] I wonder how they calculate? That’s interesting is it based on that actually moving out of a stage or is it based on it moving into a stage?

[Ian] Correct, exactly. So there you go but I think it’s overall a really useful report if you’re not using it to actually find out where in your sales process things are getting stuck and encourage you just to at minimum add it to your dashboard.

[Craig] Ah, absolutely right. This wasn’t in the earlier versions of HubSpot and I remember clients saying we need time in deal stage time in deals how you are now doing all this ridiculous exporting out to spreadsheets to calculate it. So it’s great that’s in there. Most sales managers live on this report, it’s crucial to them. Or a good sales manager will be looking at this closely. Yeah, excellent.

[Ian] All right, Craig, on to our HubSpot gotcha of the week, and this is to do with Slack notifications for inbox email conversations.

[Craig] All right.

[Ian] It’s a bit of tongue twister right there.

[Craig] Yeah, that’s right. Conversations, which I don’t know if I like the name or not.

[Ian] Yeah, so now this can include email and Tratchat.

[Craig] Yeah.

[Craig] And possibly Facebook chat as well.

[Ian] Correct, which will come.

[Craig] Yeah, I haven’t actually implemented that. This gotcha is, so we’re using conversations for support. So we’ve got a team in box set up going into conversations in HubSpot and that’s the support basically, the support desk for our brands. There’s an option to get Slack notifications when you look at the inbox settings. I said, oh great, because whenever a new conversation comes in to the team inbox we just want to note in our Slack channel, bang now there’s someone, jump on it quickly. Anyway, turns out the gotcha is that only works for chat conversations not email conversations. So it’s like, oh okay, and it is there, and I’ve actually highlighted it in the screenshot. So it does actually say that but I totally missed it. And, of course, I got onto HubSpot support, and I’ll tell you what HubSpot support they never, they’re less than five minutes now. I just get the phone call every time. They call me, anyway, they sorted this out for me. They go, oh yeah, no, actually that’s not the case and you can’t actually get notifications in the Slack channel for email conversations. All right, so that’s the gotcha, but what you can do is get personal notifications in your HubSpot notifications settings for your personal profile

[Ian] Yes.

[Craig] to go into the HubSpot app channel.

[Ian] That’s right.

[Craig] So not an actual hash channel in Slack but into your own HubSpot channel. So we’ve just got some screenshots showing how you set that up

[Ian] That’s right.

[Craig] and it’s for basically get notifications for an email conversation that’s unassigned or is assigned to you and there’s a whole bunch of them as well.

[Ian] That’s correct and this is in your individual profile preferences?

[Craig] Yes.

[Ian] Where you need to actually have the global notification for Slack turned on.

[Craig] Yes.

[Ian] And then go check what are the different notifications you can have and enable them and we have highlighted them in the show notes. If you ever get stuck just head over to this episode.

[Craig] Yeah, and you’ve basically got to get all your team to do it individually on their own profiles. You can’t kind of force it globally.

[Ian] All right, Craig, onto the marketing tip of the week. Any FAQ schema to a webpage by a Google Tag Manager.

[Craig] Yes, I wanted to throw in one for the geeks here. So this is two things schema markup on your web pages and two using Google Tag Manager to do it. I’m not going to go into it but there’s a link here to their post but here’s the two takeaways. First, schema markup is really important for Google SEO.

[Ian] Yeah.

[Craig] An FAQ markup is probably one of the easiest or that many people would have on their website. So if you’ve got an FAQ page on your site, you can actually create FAQ schema markup and that kind of sits behind the page. Google looks at it when it’s crawling and goes, oh right, I’ll pull this out as some can often pop up in, you know, questions people ask. The second thing as well, we kind of have to do that in our web content management system. How would we do it? So, for example, how would you add it to a page in a HubSpot page?

[Craig] It’s actually pretty hard.

[Ian] Yeah.

[Craig] So here you can use Google Tag Manager to do it so the second takeaway is if you’re not yet using Google Tag Manager you should.

[Craig] It’s time to get onboard.

[Craig] You’ve got to be using Google Tag Manager not only for inserting Google Analytics and other scripts, but for doing things like this it’s gonna become more and more the case.

[Ian] All right, on to our insight of the week, Craig, and we’re going to talk about the value of tools. And this is driven really by a conversation that we had in Inbound thought of the week, which was about artificial intelligence and what is uncovering through data by the use of platforms that we’re using. So do you consider tools to be a cost or an investment in your business?

[Craig] That’s right that’s the question to ask, right, because if you ask most business owners who are paying for it we want to get this tool, x, y, z and told to do something they’re like, “Oh, how much does it cost?” And really, what you should be saying, oh, how much does it save? So, I mean, you know my agency and I know your agency. We use tools a lot. I mean, HubSpot’s a tool, right?

[Ian] Correct.

[Craig] And it’s an expensive tool, and yet, how much does it save us? Incredible.

[Craig] So, what the insight we’re trying to get across this week is really about thinking of it more as a cost saving, and that’s what we’re trying to what’s the value of a tool? And, in fact, going further, often the saving is in versus staffing. So by a tool or hire staff? And think about, well, how many staff do you need to do certain tasks that they’re doing now? And can you replace that with a tool? And so, we use a ton of tools.

[Ian] Yes.

[Craig] And I know you do as well, and we’re always looking for more tools to use ’cause it makes us more efficient. But it’s not only efficiency, it’s also repeatability, it’s also about accuracy, and therefore, the opposite of that, which is avoiding errors it’s all these things. So the question is how can you think about using tools instead of using staff? That’s the first thing. Here’s the flip side. What are you doing yourself, dear listener, that can be replaced with a tool? What are you doing today that can be replaced with a tool? Because if it could be replaced with a tool, why are you still doing it? And, in fact, you need to be thinking about what are you going to be doing tomorrow? So it’s not only oh, yeah, great for you replace the team with tools, it’s like someone’s gonna replace you with a tool. So how are you actually adding value?

[Ian] Correct, and, you know, a lot of the tools that are really good actually show you, for example, time you saved from using their tool to achieve a particular task or outcome. And there’s a particular tool that we both use that does that in the paid advertising space, so I think that’s fantastic. And if you think about all the tools that you use and calculate what that saving is on the outcome you’re getting, and the speed you’re getting it at, I think that will more than pay for it. So we’d love you to actually tweet us and tell us what tools you’re using in your day-to-day life, could be in your business but, I mean, there are tools that we use in our day-to-day life. A really simple one I’ll share with you is on the iPhone, right? I was using it the other day, I’ve got an iPhone 10. The way I was swiping across to get to different apps, some of my friends saw me and they go, “Hang on, can you do that?” Instead they were like closing the app they were in then going back to the home screen and then searching for the app that they wanted to open and then opening the app, move your finger at the bottom of the screen, you can actually slide between all the open apps on your phone.

[Craig] I did not know that. Can I do it on my iPhone SE?

[Ian] There is a similar thing on an iPhone SE.

[Craig] Oh, okay cool.

[Ian] So that’s one another one

[Craig] But hang on that’s not you’re not exactly replacing staff members with that. That’s a hack, I don’t know if that’s a tool.

[Ian] That is a hack. And, you know, this is what I’m saying is that there are lots of different, I say, apps on your iPhone that can help you save time or remember things better or get things done faster where you might have been taking longer time to do.

[Craig] No, that’s exactly right so it’s all around efficiency. Now, look, some of the tools, so what tools do you use in your agency or even with your clients in terms of marketing that actually are saving, you mentioned one before, which was Optimizer I think you were referring to?

[Ian] Yes, correct. Atomic Reach is another one that I’ve been testing out. We use Ahrefs.

[Craig] Yep.

[Ian] That’s right.

[Craig] Or is it SEMrush let’s have a debate about that.

[Craig] Yeah, things like that. Sanity Check is one we use it analyzes Google Search Console and just pulls out striking distance keywords. We used to spend hours doing that kind of analysis for clients. Now it just does it in a second. It’s always different tools AccuRanker data box, yeah, reporting just getting dashboards ready. I mean, you might think our reporting’s not really that groundbreaking till well when it’s beautiful to use automated updates automatically and can be just shared with the client. That’s saving tons of hours

[Ian] That’s right.

[Craig] and that’s giving them real-time insight so, yeah, bunch of tools.

[Ian] Yeah, and Zapier.

[Craig] Zap it, ah!

[Craig] And we both use it for different things. So you use it to push data from one system to into HubSpot. Zapier is our and Tara one of our team, she just loves Zapier now. The things she is doing with Zapier.

[Ian] Yes.

[Craig] It’s incredible.

[Ian] You know, if anything you take out of this whole conversation. If you just go and look at Zapier and figure out what are the things you can automate or speed up? And you’ll see like there’s a whole, if you put in the tools that you’re using you’ll get a whole bunch of recipes. I’d encourage you just to go and do that.

[Craig] Well, and let’s just finish with pulling this back to HubSpot,

[Ian] Yes.

[Craig] And, in fact, workflows. As we’ve said in many episodes, just setting up well-thought-out workflows alone can save you hours and hours. The price of admission alone for HubSpot.

[Ian] Absolutely. All right, Craig, on to our podcast of the week. Inbound Happy Hour.

[Craig] Shout out to Chris Higgins.

[Ian] That’s right, Inbound Happy Hour dot com. Episode 1 is live.

[Craig] There you go, Inbound Happy Hour, good name.

[Ian] That’s right. All right, on to our resource of the week, Craig.

[Craig] You’ve got two blog posts from Kristi Hines, wonderful writer been following her for years. She’s got two monster posts they’re both about example ads and she’s basically taken a whole bunch of screenshots of Facebook ads and LinkedIn ads across various industries and things like that. And what’s great is you see the engagement each of these ads have. So if you’re after a bit of inspiration on ads that are getting responses on those platforms have a look at these, and yeah, let us know if you actually find something that works for you.

[Ian] If anything go through them because you might actually gain some inspiration of what is working and what’s not, what you have not tried before.

[Craig] The things that I noticed is the imagery that is often used depending on industry, like some industries they just use nice images and the messaging is in the text underneath. And then other industries they use, you know, image that really has a lot of text in the image. And look it’s always just a measure, but I actually find that interesting. You know one of our clients where we both spending a lot of time creating these elaborate banners with their logo and branding and all of that. We did a few tests around just like using stock images, I’m almost embarrassed to say, and they got much better response. People just like these inspirational or aspirational images

[Ian] Yeah.

[Craig] pushing through to download a brochure and stuff like that so it’s just around test and measure.

[Ian] Yes.

[Craig] That’s how it works.

[Ian] And that’s what you will probably see across platforms now especially Google Ads giving the machine images, headlines, descriptions to actually test combinations and see what works and then use that in your collateral and so on. Well, Craig, on to our quote of the week, “You don’t have to be big to make a big “difference in the world,” and that’s from Norbert.

[Craig] Norbert the dog who we love you Norbs on Instagram. He’s an Instagram celebrity.

[Ian] He is.

[Craig] It’s so cute my goodness, But the wisdom.

[Ian] That’s right. So we’d encourage you to go following Norbert the dog and actually see what’s going on. As always, there are a few bonus links of the week. We’d love you to leave us a star rating on Apple Podcasts as this really helps us. You don’t have to write anything just click how many stars you like us and that will help us greatly. And we’d love you to share the podcast with anybody else in your team that would benefit from listening to this and learning about HubSpot. Well, Craig, until next time.

[Craig] Catch you later, Ian.

[Ian] Thank you for listening to this episode of HubShots. For show notes, resources, HubSpot news, including practical strategies you can implement, visit us at HubShots.com.

HubShots Episode 162: Avoiding HubSpot Workflow Mistakes and Replacing yourself with Tools

Episode 161: Marketing Newsletters to subscribe to, plus the HubSpot Drag and Drop Email editor

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we look at HubSpot’s drag and drop email editor, plus a gotcha when using Facebook Lead Form Ads that sync to HubSpot and some sales pro tips.

Listen to the episode here: https://soundcloud.com/hubshots/161-marketing-newsletters-to-subscribe-to-plus-the-hubspot-drag-and-drop-email-editor/

HubShots, the podcast for marketing managers and sales professionals 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

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Tuesday 04 June 2019 | Published: Friday 14 June 2019

Shot 1: Inbound Thought of the Week

A new mission for INBOUND?

LEARN HERE.

TAKE YOUR JOB BY STORM.

250+ SPEAKERS. NIGHTLY PARTIES. INTERACTIVE SESSIONS.

Agenda is available

What is INBOUND?

INBOUND celebrates the helpful, human side of business.

INBOUND is a community of people who are passionate about marketing, selling, and delighting customers in an inbound way.

Only 90 days to go…

https://hubshots.com/inbound-countdown/

Grow Better.

Shot 2: HubSpot Marketing Feature of the Week

New drag and drop email editor.  Nate (Nathaniel Medina) from the product marketing team says that users are saving on average 12 minutes of time creating and publishing emails.

Email Better.

Shot 3: HubSpot Sales Feature of the Week

Adding a contact to your phone contacts and then in 3 clicks.  Why is this good?  You get to have the contact on your phone so you can identify them when they contact you.

IMG 6954

IMG 6953

Bonus tip: if you put in the Company field (on iPhone/iOS) what you are talking to them about or what they enquired about when they ring then you will be instantly reminded.  Thank you Danny for the tip!

IMG 6956

Answer Better.

Shot 4: Marketing Gotcha of the Week

If you are running workflows against custom properties and you have an identical question in a Lead Ad it will get created in the Lead Ad Properties.  So you need to check that property too!

Property settings

Check Better.

Shot 5: Marketing Tip of the Week

Email newsletters we love

  • What the AFF – daily tactical round up of tips and tools for digital marketers eg Facebook hacks
  • Morning Brew – daily update on what is happening in technology and business, very useful for understanding consumer and business trends.

Eg WTAFF alerted me to some interesting stats such as this recent nugget about LinkedIn video:

“According to LinkedIn, users are 20x more likely to share a video on the platform than any other type of post.

In terms of paid ads, users now spend 300% more time watching video ads compared to the time spent looking at static Sponsored Content.”

And Morning Brew introduced me to the term ‘three comma club’ (someone who is a billionaire).

Inbox Better.

Canva

If you quickly want to create a email header, change a Facebook cover, create some social images this is a great place to start.

Home   Canva

Stencil is another one that is great for creating social images:

Design Better.

Shot 6: Insight of the Week

From Apple’s World Wide Developer Conference.  It is becoming clear that device handoff is becoming more and more seamless.

https://youtu.be/izSg1YUvpAA?t=429

Handoff Better. Spend Better.

Shot 7: Quote of the Week

“The price of entrepreneurial success is discipline and structure.”

The Road Less Stupid – Keith Cunningham

Structure Better.

Shot 8: Bonus Links of the Week

https://www.iqseo.org/seo-audit-checklist/

Please leave us a simple star rating as this helps us Improve Better and reach more marketers.

Episode 161: Marketing Newsletters to subscribe to, plus the HubSpot Drag and Drop Email editor

Episode 160: HubDb is actually pretty simple

Welcome to Episode 160 of HubShots!

This episode we investigate HubDB and whether you need to be a geek to use it. Also, restoring contacts and deals in HubSpot, plus fixing up what Facebook shares about a website page after you’ve updated it.

Listen to the episode here: https://soundcloud.com/hubshots/160-hubdb-is-actually-pretty-simple/

HubShots, the podcast for marketing managers and sales professionals who want to grow better with 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

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Thursday 30 May 2019 | Published: Friday 07 June 2019

Shot 1: Inbound Thought of the Week

We are now on Spotify: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

Shout out to Paul – good to chat with you over a coffee this afternoon.

Shot 2: HubSpot Marketing Feature of the Week

Using HubDB:

https://blog.hubspot.com/customers/website-editing-made-easy-hubdb

Good overview of using HubDB:

https://academy.hubspot.com/lessons/hub-db

Why mention this? Because it is going to become common usage – it may seem like it’s something for the geeks at the moment, but it will quickly become mainstream with HubSpot users. Don’t get left behind!

Manage duplicates feature rolling out in Contacts section (under the Actions menu):

Contacts 3

See also Restore contacts (and see our next Shot for restoring Deals)

Shot 3: HubSpot Sales Feature of the Week

Restoring deleted deals.  Did you know you can restore deals deleted in the last 90 days?  Go to Deals > Actions > Restore Deals

Recycling Bin 1

Shot 4: Marketing Gotcha of the Week

Had an issue where old page titles were still showing on Facebook when sharing a page on Messenger.

So we went to the Facebook Open Graph Object Debugger

https://developers.facebook.com/tools/debug/og/object/

IMG 05663308B89D 1 1

Checked existing information and then requested a new fetch of the information.

Shot 5: Marketing Tip of the Week

SEO in 2019

Brian Dean is back with another corker:

https://backlinko.com/seo-this-year

(Takes about a minute to load the page it is that massive! Wonder if that is good for his SEO)

And Aja Frost is continuing her awesome blog posting with an overview of GDS:

https://blog.hubspot.com/marketing/google-data-studio

GDS is something else that is going to become mainstream.

It’s still a bit overwhelming for a new user, but is getting much easier to use.

Tara, on our team, is becoming a GDS master at the moment.

Shot 6: Insight of the Week

HBR Quick Take: 7 questions every CMO wants to ask Google

https://www.thinkwithgoogle.com/consumer-insights/quick-take-youtube-questions-for-google/

https://youtu.be/hSzCI5j4YPM

I’m ready to be dragged and dropped.

Here are some key takeaways:

  • CMOs are interested (not surprisingly) in how to drive growth, given that technology and behaviour is changing so rapidly.
  • Companies need to be rooted in data and experimentation to rapidly iterate their marketing.
  • People are impatient.  They want things now and don’t wait for slow loading mobile websites (4 seconds is too long!).
  • People are researching everything. Every consumer has a research mindset and investigates deeply before purchase (even things like toothbrush selection, which previously would only be a matter of choosing from selection at a store – are now research-based decisions).
  • The advantage of this behaviour shift, when combined with the tech platforms out there, is that small businesses have the ability to compete with large businesses – something they haven’t been able to do in previous decades.

Follow Tara Walpert Levy on Twitter here: https://twitter.com/tarawlevy

Shot 7: Retirement of the Week

HubSpot seems to have ‘retired’ announcing any updates.

We need a new Update by Stealth Shot section in the show lol.

https://www.hubspot.com/product-updates/topic/all-updates

Shot 8: Resource of the Week

Google’s quality rater’s guidelines updated:

https://www.mariehaynes.com/google-updated-qrg-quality-2019/

Summary: it is all about ‘page quality’

Shot 9: Quote of the Week

“the more you want your goal, the more effort you will put in – it’s not that we can’t do something, it’s that we have a low desire”

Matthew Michalewicz

Shot 10: Bonus Links of the Week

Facebook Groups getting hacked:

https://marketingland.com/turns-out-some-groups-axed-by-facebook-for-content-violations-were-hacked-261184

https://www.authorityhacker.com/million-serps-analyzed/

https://theupperranks.com/blog/link-case-study

https://lumapartners.com/content/presentations/lumas-state-of-digital-media-2019/

Google Analytics reports you may not be aware of:

https://www.searchenginejournal.com/google-analytics-reports/307257/

https://www.simoahava.com/analytics/custom-templates-guide-for-google-tag-manager/

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

Episode 160: HubDb is actually pretty simple