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Monthly Archives: August 2019

Episode 170: Popup forms (again), Email for sales teams, interns doing your social

Welcome to Episode 170 of HubShots!

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

This episode we chat about popup forms (yes again!) plus more on using HubSpot marketing automation to help sales.

Listen to the episode here: https://soundcloud.com/hubshots/170-popup-forms-again-email-for-sales-teams-interns-doing-your-social/

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 13 August 2019 | Published: Friday 30 August 2019

Shot 1: Inbound Thought of the Week

The Socials

Don’t get me started… I just need to accept it.

All the interns do – more on that in shot 6.

Shot 2: HubSpot Marketing Feature of the Week

Popup forms

Remember when we used to talk about Lead Forms every second episode? Yes, we’re back on it again. This time with a HubSpot post where they give a basic overview of the way to use Popup forms:

https://blog.hubspot.com/customers/creating-an-effective-and-engaging-pop-up-form

The post links to an analysis of whether popup forms are effective:

https://blog.hubspot.com/marketing/pop-up-forms-analysis

In particular they ask whether there’s such a thing as an Inbound Popup form: Should Marketers Use Pop Up Forms  A Comprehensive Analysis

Here’s the relevant note they make:

“If you ask someone how they feel about pop-ups, they’re likely to offer an emotional response that loosely resembles a child eating vegetables (I call this expression “blegh”).

People hate the idea of pop-ups. Most pop-ups out there are annoying. What’s more, the pop-ups that annoy you the most are the ones you’ll remember the longest.

But here’s the thing: not all pop-ups are bad. Pop-ups can be used for good, and they can be a healthy part of an inbound strategy.

Just think about email marketing for a second. Email is another example of a channel that has been heavily abused. We’ve all gotten some crappy emails throughout the years. But as inbound marketers, we know to use email responsibly and to only send contextualized email that adds value to people’s lives.

The same goes for pop-ups. When used correctly, they can actually enhance the experience a user has on your website, as well as boost your conversion rates.”

I (Craig) aren’t a fan of popups, but I love the slide-in forms.

I also really love the ease at which you can set the Thank you actions in a button:

Pop Up Forms   HubSpot 2

Shot 3: HubSpot Sales Feature of the Week

Automating sales communication from marketing

One way marketing can help sales is by sending updates.  This could be product, news or something specific to that list.  It is a great way to keep in touch with people while removing this work from sales so they can be communicating with prospects and existing customers.

You will most likely when you do this get a lot of bounces (soft or hard) and I would suggest you create lists for each contact owner/sales person to follow up.  This is a great reason for making a call!

Tip:  you can create a single marketing email with smart content that is sent from the contact owner.

For other ideas around using workflows for sales, listen to episode 164:

https://www.hubshots.com/episodes/episode-164

Shot 4: HubSpot Gotcha of the Week

This is a gotcha free episode. Yay!

Shot 5: Marketing Tip of the Week

Following the entire marketing and sales process from start to finish.

Recently we found that sales calls were not being answered or not getting through.  We discovered this as we integrated the calling system with HubSpot and while checking lead quality noticed that little to no calls were being answered.

We do this on a regular basis with the business to gain lead intelligence and see if there are questions we need to be addressing on the channels they communicate.

Tip:  have a regular process to monitor and check lead quality.

Shot 6: Insight of the Week

Thinking about engagement on the socials…

How many highly effective leaders do you know that manage their own social profiles?

Working with marketing managers we are increasingly seeing the marketing department managing the personal social profiles (eg LinkedIn) of their company leaders (eg CEO).

They post on their behalf, engage, and even answer DMs on their behalf.

Which begs the question – if our clients are doing it for their bosses, how many other companies are doing it. And interpolating further, how much of the ‘engagement’ you see from people on LinkedIn is actually them?

It’s possible we are heading to a place where LinkedIn is just a bunch of interns all chatting to each other using their bosses profiles…

Remember this next time you are spending a ton of money on ads.

More: https://www.craigbailey.net/social-engagement/

Shot 7: Integration of the Week

Inbound Add-ons SMS in HubSpot

https://inboundaddons.com/inbound-sms/

Send and receive SMS text messages in HubSpot (use workflows, contacts)

Shot 8: Resource of the Week

Clients typically…

https://sakasandcompany.com/clients-typically/

A good way to help improve client expectations.

It’s written for agencies, but applies equally to all services business. A good thought for marketing managers and sales professionals in their conversations.

Shot 9: Quote of the Week

“Never forget that absolutely everything you do is for your customers. Make every decision—even decisions about whether to expand the business, raise money, or promote someone—according to what’s best for your customers.”

― Derek Sivers, Anything You Want

Shot 10: Bonus Links of the Week

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

HubShots episode 170


Transcript

– [Ian] Hi everyone, welcome to HubShots, episode 170. In this episode, we talk about popup forms, emails for sales teams, and interns doing your social. You’re listening to Asia Pacific’s number one HubSpot focus podcast, where we discuss HubSpot tips, tricks, and features for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you Craig?

– [Craig] Oh look, I’m good, Ian, and I’m right across the socials, I gotta tell you.

– [Ian] I’m sure you are, Craig.

– [Craig] The socials, seriously we can’t escape that, can we?

– [Ian] We can’t.

– [Craig] You know I’ve got a bit of a bugbear about this?

– Yes we do.

– The way people say, “Oh we share it on social”. I’m okay with that, they say, “I share it on the socials”.

– [Ian] And you know what’s interesting? More and more I’m finding people I talk to in businesses, especially marketing, are actually referring to social media as the social, so there you go.

– Yeah, I can’t escape it so I’ve gotta embrace it. So regular listeners will know I had a big whinge about this, I don’t know, couple of months ago, ’cause I just couldn’t embrace change, you know? Change, I just can’t handle it.

– [Ian] You just need to hug it, Craig.

– [Craig] I need to hug it. All my clients is calling it the socials now, so I’ve gotta adapt, but look, all the interns are across the socials, we’re covering that in shot six.

– [Ian] All right, so, onto our HubSpot marketing feature for the week, Craig, and this is to do with popup forms. Now you know we’ve spoken about popup forms.

– [Craig] Well, lead forms, we just love them. Remember, how many episodes did we have talking about lead flows?

– [Ian] Quite a few.

– [Craig] Actually they weren’t called lead forms, they were lead flows, weren’t they?

– [Ian] Yes, they were.

– [Craig] Yeah, and no one knew what that meant, so…

– [Ian] And now they’ve become popup forms!

– Hence why we had so many episodes talking about how awesome they are. So they’re called popup forms now, but that in itself is problematic in a way, because no one likes popup forms. Well, I don’t think anyone like, do you like popup forms, Ian?

– [Ian] If it provides me value on the page that I’m at, well possibly.

– [Craig] If it’s done in an inboundy way, right?

– [Ian] Correct.

– [Craig] Yeah well, anyway, the reason we’re mentioning it is because well, forms are awesome. I like the slide-ins. I personally don’t like popup forms, that’s just my particular bias, and I’m imposing that on everyone else. I assume that if I don’t like it, everyone else doesn’t like it, but the stats would show that I’m wrong, and we’ve got a blog post, actually we’ve got two blog posts from HubSpot talking about forms, one is just a bit of an overview of popup forms in HubSpot, but it links off to another one we’ve put in the show notes, where they actually talk about an analysis of the results from popup forms, and they do really well. So I guess it’s always that balance between what we think is a bad user experience versus what the actual results are. Test and measure.

– [Ian] Like a lot of ways, if anything, when HubSpot have implemented this, I use the slide-in form often, and on the rare occasion I use the exit intent popup form, which is fine, and one thing that really annoys me with popup forms, and these are not HubSpot ones, but if I go to sites and I land there, and then within like two seconds I’ve got a form and I haven’t even actually read the page that I’m on. That really annoys me. Think about what you’re doing, and what the customer experience is, because if you’ve been there for a while, and you’re exiting, that’s fine, but if you’ve just landed there within like two seconds and the first thing you’re greeted with is a popup form to sign up for a discount or sign up to the newsletter, like, just get rid of it.

– [Craig] I agree, and you know what? It’s easy to test that, because with the popup form, what you could do is you could test for a couple of weeks, then change the popup duration, like how long the delay is before it pops up, only change that in the form, test that for another couple of weeks, then change it again, make it longer before it pops up. You could also check how far, whether they have to scroll down, things like that. So you could actually test it just to see the results change. However, the thing that I wanted to highlight in the show today, is just some of thank you options that you have.

– [Ian] I know, these seem to have expanded since we last looked at this.

– [Craig] Yeah, they’re really good. Has that calendar event one been there for ages, and I just haven’t realized?

– No it hasn’t.

– Oh okay.

– Because I’ve been setting up these for a customer, and I haven’t seen it. So this even may not be available. It might actually not even show if haven’t got any calendar set up to actually choose.

– [Craig] I don’t think so, it’s not the meeting link. So it’s not actually tied to your own calendar. You’re actually adding a calendar event for them. So they can go through the form, fill it out–

– Oh!

– So for example, you might say sign up to, would you like to attend our, you know a call or an event that we’re running. They go yes, and then the thank you is, just basically a calendar event that gets added, either as an ICS or to their Google calendar directly. So it’s not like booking a meeting in with you, which is also another option, which is good, so you can have a meeting link in there.

– [Ian] Wow!

– [Craig] It’s kinda nice, I tested it this afternoon. It works really well.

– So Craig, what is this event that you’re having?

– [Craig] Well I just made a dummy event about our HubShots Live event, where we get a whole bunch of people to join us for a one hour call and we go through a whole bunch of HubSpot-related questions, perhaps gotchas, and help people out.

– [Ian] So just as Craig is saying this is a dummy event, Craig, I reckon we should actually have a live event where we actually do this.

– [Craig] HubShots Live.

– [Ian] HubShots Live.

– There you go.

– And then, if you’re in Sydney, maybe we can do a dinner with the two of us.

– [Craig] There you go.

– [Ian] There you go, I’ve put Craig on the spot here!

– [Craig] We’ll crowdsource this one. So listeners, if that’s of value, if that would provide value, get to spend some time with us and we’ll spend some time with you, chatting through problems that you’ve got in HubSpot, or questions, or even ideas, give your suggestions, teach us something, I’d love to know.

– Exactly. Or, even some of the great things that you’re doing and you’ve implemented in HubSpot. I’m always fascinated to see what people do with the HubSpot and the tools. I’m gonna shout out to Justin, because he often does some pretty interesting things.

– [Craig] He kinda goes the extra, doesn’t he?

– [Ian] He does. Okay Craig, onto our HubSpot sales pitch of the week. Now why I wanna talk about this is, and I’m gonna title this Automating Sales Emails from Marketing. One thing that we have done quite a bit when we work with sales teams is having update emails or news emails that sales teams can send about product or their services, and often they get stuck and they’re like, oh I don’t wanna email like 40 people that I know about this same thing. And I’m like, but you don’t have to do it, let us do it for you, and it can go from, we can make it look like you’ve sent the email, and this will apply to the whole sales team. So if Craig, I’m your contact owner, you will get an email from me. If, say, Brian’s contact owner is Bill, then Brian will get an email from Bill. So like, oh okay, cool. So it’s a really good way, A, to keep engaged with people, B, if they reply it goes back to the person in sales who actually actually owns that contact, which is really good. You really quickly know if contacts have moved, because a lot of the sales teams we deal with, they deal with the government, councils, and people move around. So that might not be valid now, so that it actually gives an opportunity to actually call up and actually find out who the new person is, or they often get an auto-reply saying, “Oh, I’m not in this role anymore, “you need to talk to Bill so-and-so”, and so you can update the information, right? And the third one is, you just have this constant communication and you keep your database clean. So you know, there’s a, what is that number that, it’s called–

– Wasn’t it in the billions? Are you talking about the effect of dirty data?

– No, the attrition.

– The yearly…

– Oh, the churn rates. So, around, it’s between 20 and 30% annually, yeah.

– Correct. So this kind of keeps that in check, and keeps your database clean. So they encourage you, and one of the things we do following this, is if anything has bounced, is actually have, we create a list, actually, of all the bounced emails, and we assign that list to that salesperson to actually follow up. So you can create tasks, which I’ve actually, we’ve done in some instances, if it’s a larger list, I generally export it. I still create a list, but I export it out of HubSpot, and I send it to the person to just have a quick check, and then make those updates in HubSpot, instead of clogging their task queue with like say 80 bounced emails and 80 tasks about checking a contact. So that’s what I wanted to highlight, and it’s a great way to keeping people engaged.

– [Craig] So the one I just wanted to pick up on that you mentioned there, that listeners might have, it might have just slipped through without them being alerted to it. So, sure there’s the personalization of who it comes from, but really like that idea of who the reply goes to. So we’ve all seen this in marketing situations, where it goes out from marketing@domain.com, and then the reply comes back and the marketer has to go, oh well that’s from this person in sales, I’ll forward it on to them kind of thing. And just having this contact owner, and the reply going back to them, is really good. However, the other thing to mention is, there is a reply to address, which can be different.

– [Ian] Yes.

– [Craig] So this is also the case if you do send out from actually the contacts, and there’s a huge amount of say, out of office and all those kind of things, you can get them to go back to a different reply to address which could be, maybe a junior on the sales team whose job it is to go through all of those and just check if there’s anything important.

– [Ian] Yeah, so that’s a great thing. And another thing I failed to mention, Craig, is you can use smart content in the email, based on particular people in a list, for example, and you can change that in the email, so you can personalize that to that person based on that segmentation or that smart list.

– [Craig] I think smart content is a really good addition to that. So you are actually getting this email, you know that the goal is? The goal is always to be sending those emails that Amazon send, right,

– Correct.

– That’s kinda like the gold standard. Whenever I get an email from Amazon, it’s like so tailored to me, it’s exactly what I want.

– [Ian] All you gotta do is press the button and buy, Craig.

– Yeah that’s right, press the button. So everyone’s goal is to get their marketing emails as good as the Amazon emails, that’s kinda the gold standard. This is just kinda part of the tool chest that kinda gets us along the path.

– [Ian] Yeah, and if you’re in marketing, this is a fantastic way to actually build relationship with sales and help them along, while adding to your benefits of actually seeing how they’re interacting with the business.

– [Craig] And also back in episode 164, we actually chatted about some other ways to automate using HubSpot to benefit the sales team, so go and check that out as well.

– [Ian] All right, Craig, onto our HubSpot gotcha of the week.

– [Craig] What is kind of strange about our HubSpot gotcha of the week this week, Ian?

– [Ian] Well, we haven’t got one, Craig.

– [Craig] I was wracking my brains, what could I possibly find–

– So was I!

– [Craig] What is in HubSpot that’s annoyed me this week? There was nothing. So, you know it’s a good week.

– You just must be doing good work, Craig.

– [Craig] Well, HubSpot, good job, HubSpot.

– [Ian] A shout out to HubSpot support. Okay, marketing tip of the week, Craig. Again, this is following back through from marketing to sales, I wanna highlight this is, about having a regular process to monitor and check your lead quality. So we do this with customers on a weekly basis for the high volume accounts, should I say, and one thing I’ve found, we’ve integrated the call tracking into HubSpot, so we can actually see when calls come in, they get logged into HubSpot, and we can actually listen to the calls and see what’s going on. So what interesting here, we run a lot of paid advertising on the socials, and on Google Ads, and what’s interesting to see, is as these calls are coming in, and there was a point when I was looking into this account, and we just listened to calls, a few at first purely for lead quality, to understand what people are asking, whether we’re not answering any questions, but secondly, how qualified are these people and what sort of, can we make the qualification better with our ads and the landing page, et cetera. And what I discover, all these calls were coming in, because they were saying, oh the leads are really bad, we’re not getting anything. And I’m like, hang on, how is stuff coming in, listen to the calls, so I see all these things going into HubSpot, listen to the calls, you get the welcome message, okay that’s good, then you’ll get the hold music, and then, the call goes nowhere, and it just says, yeah, thanks for calling, no one could answer your call, hang up.

– [Craig] Are you kidding me? So they’re spending a fortune on paid on the socials, they’re sending all this traffic, they’re getting calls, and then they’re just not answering them.

– They’re not answering the calls.

– [Craig] Yeah, well those leads are really bad. Obviously there’s a problem with the marketing.

– It’s terrible, there is a–

– [Craig] Oh man, that drives me nuts when that happens. What next? What happened as a result of that?

– [Ian] Well, I’ve been chasing the IT company to fix the call routing, right. Oh, there’s a call!

– [Craig] Just put them on hold for a couple of minutes. Give them the great experience and then complain if they hang up.

– [Ian] Exactly.

– [Craig] Yeah, and they don’t stick around. Oh, low quality call there.

– So there you go. Here’s a perfect example. I just wanted to highlight, make sure, even if you’re in marketing, this is what I do, I do a random check every week, of certain leads from certain lead sources, and just make sure that we’re actually hitting the mark, we’re missing the mark. So you know very quickly that things are getting mixed and you can highlight that to the business, because they might not be aware of some issues that are actually taking place, and I think if you can do that and stay on top of it, you get a much better result.

– [Craig] You know what, this just reminded me, this need for testing and checking, I wish, I’ll give you an example of something I stuffed up recently. But it’s so important to be checking these things. So you’re always running new campaigns, right, but then someone hasn’t done the kind of the mystery shopping at the end to check that it’s actually still getting a good service. It’s Anyway, I’ll give you an example, not related to paid or anything, but I have a link to our website in our email signature, right, which is pretty normal. Now the way I set it up years ago, probably years ago now, is it basically goes to xen.com.au/i, right, it was smallest letter I could see, and all that does, ’cause it’s in my signature, as the link, not in the actual, you don’t actually see it, is that when it gets to the site, it redirects it and it puts some UTM parameters on so that I could tell it came from an email signature, right. This is pretty standard stuff, right. Anyway, that i, that /i, all it does is a redirect to the main page with the UTM parameters. You can see where I’m going here, right? Anyway, I was just checking the, by chance, clicking the link in my signature today, and it goes to /i, which returns a 404, and I was like, “What?” Anyway, that’s when I remembered, then when I moved all our sites over, from shared hosting to a dedicated server, whatever that redirect file, ’cause I had it in the root of the server–

– [Ian] Of the server, yes.

– [Craig] Yeah, somehow that got missed, so a whole bunch of redirects didn’t get brought over. So then my email signature link, it has not been working for months, Ian.

– Oh dear, Craig.

– Months, can you believe that? I don’t know how many people click on it in my signature. Well, none that I can measure in the last couple of months, but I used to get a few clicks. I’m just like, what a bad impression that must get

– Actually–

– [Craig] My email signature doesn’t even work.

– [Ian] If you go to the HubSpot sales tool, you could probably figure something out, whether they’ve clicked a certain link, right?

– [Craig] Well I can tell before it stopped, because I used to track it with UTM parameters. So I used to see how many people were clicking through, and there’d be at least a couple a week, you know, they’d click through from the… Anyway, they’ve all been getting a bad experience lately.

– [Ian] Well, you don’t exist, Craig.

– [Craig] I don’t exist. So there you go. So there’s a simple example of just something related to a server change with hosting, I didn’t think to test it. I don’t know how I would have caught it in hindsight, other than, I don’t know, if some… I mean how many people have a process to test the links in their email signature? Oh, because we’ve had this before, I’ve actually clicked on people from HubSpot, their email signature doesn’t work. And then I let them know, of course. Well, no one’s let me know, but, I found out the hard way.

– [Ian] Well there you go.

– [Craig] So, one of my own stuff ups. Easy to do, gotta test, gotta keep checking.

– [Ian] Exactly. Keep a link register. All right, Craig, onto the insight of the week, to give out engagement on the socials.

– [Craig] Yes, on the socials, thank you. So, I’ll just tell you a little story. So we were on a client site yesterday, and this client, and we’ve worked with them for many years, they’ve just been acquired, and so there’s a big all staff meeting and it’s being announced. They’ve been acquired by an ASX listed company, so everything’s gotta be… I don’t know if you’ve ever done this before, when those kind of things, announcements go out to the market, there’s a very standard, or a very clear process you need to do in terms of alerting the market. Anyway, so we had blog posts lined up, and the client had prepared this, and as part of that, there’s a whole social announcement that goes out, because there’s a number of things that you need to contain all at once. For starters, there’s staff, because 90% of the staff of both companies, the one being acquired and not being acquired don’t know, it’s all done at leadership team level. Second there’s the market, because it could impact, you know, impact share prices and things like that, and then there’s through just about clients finding out as well, so that you don’t want them hearing from someone else and then they go to the website and there’s no announcement. So there’s a whole lot of things that need to be coordinated. Why am I telling you all this? Well, part of that is the social piece, sharing on social. So what happens is, the marketing, I was working there with the marketing manager, and the marketing team, and so as the announcement went out, and the CEO of this company was making his announcement to the staff, we are at the same time, announcing that, blog post goes live, and we’re announcing it on socials. It all has to go out on the social channels at the same time. A lot of that has to be done manually, because you can’t kind of pre-schedule linking to blog posts because it pre-fills the kind of the image and metadata, which wouldn’t be live yet. So, we had to do it all at once. So we’re actually there managing the CEO’s LinkedIn page, LinkedIn personal profile, and of course an article that they’re putting out, the CEO’s putting out. So marketing is controlling all of this, and so this is all just a big lead-up to then finding out the general process. The general process for the CEO is that it’s all managed by marketing, their personal LinkedIn profile. And so when this announcement went out, it’s not just sharing things, but there’s also responses and they were getting a lot of direct messages, DMs coming, all being answered by the marketing team, right, of which I’m part, a third party right, an agency. So here’s the setup. Like, here’s the question. How often does this happen? And it turns out, well what we’re finding with our clients, is quite often the leaders of the companies, while they do actually access their social profiles, LinkedIn from time to time, but most of the time, it’s being handled by marketing. And here’s the further thing. Often it’s being handled by the most junior people in marketing, ’cause it’s like a, what do they call it, like a five dollar task, as they say. So here’s my kind of scenario. I wonder how much of this engagement that’s happening on social, especially LinkedIn and that, is actually just a bunch of interns managing all the profiles of their bosses, engaging with each other, and the question is, like, the leaders of the company, why aren’t they doing that, I would say. Well they’ve actually got high impact things to do. Much more efficient use of their time than actually mucking round on social. So, that’s kind of just my thought that I’m thinking through, especially when it comes to the fortune that we’re paying on paid ads for many of our clients, especially on LinkedIn, and then especially when they get no results. It’s all kind of falling together. Like, if it’s only a bunch of interns, like, LinkedIn is just a bunch of interns engaging for their bosses, they’re not filling in forms and responding to ads in a way that that their targeted boss might. So just something to be aware of in your paid advertising spend, and thinking through that, test and measure of course, as we say, but really, I was trying to think, and I don’t have an answer for this, was how do we actually test for this, or how do we write ads to target those people, yet be aware that it’s probably not those people that are actually there, but it’s actually their staff or interns underneath. So maybe there needs to be an upsell which is, you need this for your boss who, wink wink, we know is you. Download this and give it to your boss and look like a star because we know you’re managing the boss’s account anyway.

– Correct.

– Anyway, that’s just my bit of a rambling thought of the week, but just something that I’m considering, and it’s all about getting ROI, right. How do we get the best ROI and just to be mindful of.

– [Ian] Absolutely. All right, Craig, onto our integration of the week, and this week we’re gonna talk about having SMS in HubSpot, and this is one of, someone we know, Samantha from Inbound Addons.

– [Craig] Yes, and hello Samantha if you’re listening. Big supporter in the past, so yeah.

– [Ian] We haven’t caught up for a while. Was she at Grow with Inbound?

– [Craig] Yes, she was.

– [Ian] Did you catch up with her?

– [Craig] Yes I did.

– [Ian] Oh good, I missed her. Sam, sorry I missed you. Would have been good to catch up. Yeah, so this integrates into HubSpot, you can trigger the SMS off a workflow, it goes against their contact record, and let’s say, I think it’s $47USD a month.

– [Craig] It’s very reasonable.

– Plus your costs.

– Plus actually your message sends, yep.

– [Ian] Yeah, so I think definitely if you’re looking for a solution that can do SMS, this is a really good one that you can actually implement. All right, Craig, onto our resource of the week.

– [Craig] Nice blog post by Karl Sakas, who we saw at Inbound couple of years ago, he was really good. He does coaching for agencies predominantly, but this post could apply to anyone and it’s–

– [Ian] It’s an excellent post.

– [Craig] So yeah, what’s the post about?

– [Ian] It’s about how you phrase things appropriately when you speak to customers or prospective customers, and one of the things I really picked up from there was, he mentions like, instead of talking to them, you kinda say our customers would typically do this, or our customers typically would use this service to solve this problem, which kinda gives it a different kinda feel to how we would naturally speak.

– [Craig] I think that’s really good, so when they say, “Oh, so how much should we spend?”, instead of saying, “Oh we think you should spend”, it’s well, “Clients typically spend X amount “to get X result”, and it’s a really nice way of positioning it–

– [Ian] Yes.

– [Craig] Without being too kind of direct to them. I think that’s a really good idea. So as I said, this post, he writes for agencies, but for any service company, marketing managers, have a read, some really good ideas there.

– [Ian] Yeah, it is a fantastic piece.

– [Craig] And also way to protect yourself from agencies that try and use these tips to their own use.

– [Ian] All right Craig, on to our quote of the week, and this is from Derek Sivers, is it?

– [Craig] Yeah, he’s written this nice little book. He started a website called CD Baby back in late 90s, ’99 I think, just before the dot com boom, and this is a little book of advice, it’s really short, just read it in one afternoon, where he gives a whole bunch of, I guess his thoughts on growing a business, and in particular, one overriding theme was the quote that you’ve picked out.

– [Ian] That’s right. It says, “Never forget that absolutely everything you do “is for your customers. “Make every decision, even the decisions about “whether to expand the business, raise money, “or promote someone, according to what’s best “for your customers.” I need not say anything more, Craig. Well listeners, we would love you to leave us a rating and review on Apple Podcasts, Spotify, or wherever you listen to this, as this helps us reach people. And it can be as simple as clicking those stars on the app.

– [Craig] They could actually give us a comment on the socials as well.

– [Ian] That’s right. We’d love you to connect with us. Please hit us up on Instagram, Facebook, we would love to hear from you. And if you’ve got any questions, we would love to have the questions, so we can actually help you and help others in the community solve those issues. Well, Craig, I hope you have a lovely week, and listeners, 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.

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Episode 169: Community Events, plus When to redo your website

Welcome to Episode 169 of HubShots!

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

This episode we chat about community marketing events, HubSpot sales and marketing features, plus how to respond if your boss says ‘we need to redo the website’.

Listen to the episode here: https://soundcloud.com/hubshots/169-community-events-plus-when-to-redo-your-website/

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: Thursday 08 August 2019 | Published: Friday 23 August 2019

Shot 1: Inbound Thought of the Week

Community events

GROW with HubSpot

Interesting takeaways:

12  The True Story of Naadam   The World s Fairest Cashmere   YouTube

Graham Hawkins

  • Pruning old irrelevant content to improve your SEO via Matt Barby:

Matthew Howells Barby

Sydney SEO Dinner – Matt Barby was there.

Organised by James Norquay who organises the Online Marketing Sydney meeting:

https://www.meetup.com/en-AU/Online-Marketing-Sydney/

Shot 2: HubSpot Marketing Feature of the Week

Email Overview Report – new version available in some portals:

https://app.hubspot.com/analytics/[portal-id]/emails

Marketing Email   HubSpot 1

Not all portals have access to it, instead you’ll get this:

Permissions required   HubSpot

Shot 3: HubSpot Sales Feature of the Week

HubSpot Video for sales

HubSpot Video is available in pro and enterprise versions of the Sales, Marketing, and Service Hubs.

With HubSpot Video sales teams have a simple way to create 1-to-1 and share videos inside of HubSpot.

Here is what it looks like to do within HubSpot

Craig Bailey

What it looks like on the timeline:

Craig Bailey 1

https://www.hubspot.com/product-updates/video-for-sales

Shot 4: HubSpot Gotcha of the Week

Changing custom property values used in a dropdown – they won’t automatically flow through to workflow logic eg triggers or branching logic etc

However contact values will update based on the index of the item chosen.

Example:

A custom property has dropdown with A, B and C

Select A on a contact record and save.

Use branching logic that checks for A on a contact

Now change the custom property dropdown options to be X, Y and Z

The contact record value will automatically update to X

The branching logic will continue to check for A on the record

Shot 5: Marketing Tip of the Week

Be wary of getting emails from ‘Google Ads reps’ saying they need to fix issues in your Google ads accounts:

https://twitter.com/gilgildner/status/1158773014667911169?s=12

6  Gil Gildner on Twitter   Hi  GoogleAds can you explain why you re emailing our clients saying we  denied to take down the update    ppcchat https   t co wTZiKEecVo    Twitter

These are often outsource agencies using junior people who aren’t well trained, who end up damaging your Ads account.

Shot 6: Insight of the Week

“We need to re-do our whole website…”

A trap you can fall into when results aren’t what you’d like is to focus on ‘redoing the website’.

We’ve both had conversations this week with companies who are planning to completely redo their website under the assumption it will significantly improve results.

We chat through our approach to this, including:

  • Ensuring proper tracking is in place that allows examination of what is working and what’s not
  • So that you can gain insight into what needs fixing
  • Often it’s not the website, but rather the messaging on pages not being aligned with the target audiences
  • Think through your copywriting approach

Shot 7: Integration of the Week

Xero integration with HubSpot just announced, at this stage it is a simple contact sync from Xero to HubSpot.  We hear that from November it will have a lot more features.

https://apps.xero.com/au/function/crm/app/hubspot

Shot 8: Resource of the Week

Ecommerce as video

https://a16z.com/2019/08/06/ecommerce-as-videos-killer-app/

Read up on Livestream ecommerce, which is huge in China. We will be discussing this topic in detail in a future episode.

Shot 9: Quote of the Week

“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just marketing or sales or service. To really win in the modern age, you must solve for humans.” –@dharmesh

Shot 10: Bonus Links of the Week

Crazy collection of awesome calculators:

https://www.omnicalculator.com/

Rand Fishkin thread on Google’s response to Congress when asked whether less than 50% of clicks on Google go to non-Google properties:

https://twitter.com/randfish/status/1159174025949564928

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

HubShots Episode 169: Community Events, plus When to redo your website


Transcript

– [Ian] Hi everyone, welcome to HubShots, episode 169. We discuss HubShot tips, tricks, and features for growing your sales and marketing results. In this episode, we’re going to talk about community market events, HubSpot sales and marketing features, plus how to respond if your boss says, “We need to redo our website, Craig.” My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?

– [Craig] Look, I’m good, and gee, I think we need to redo our website.

– [Ian] Yes, and we’re going to talk about this, because I’ve had this being asked at me a few times this week.

– [Craig] Yeah, I’ve had it as well this week. Someone saying, “Oh, do you think we should focus on our website?” So we’ll come up to that, I think, in Shot 6: Insight of the Week.

– [Ian] All right, onto our INBOUND Thought of the Week, Craig. And we both attended GROW with HubSpot this week, in Sydney. And I have to say, I was a bit surprised.

– [Craig] Surprised in a good way?

– [Ian] Yes, surprised to see the number of people there. It’s the first time they’ve charged, and, to see the number of people that were in attendance shocked me a little bit. But, you know, I think it’s fantastic, and I think it’s that thing, if you pay money, you turn up.

– [Craig] It was very well attended, and I thought the quality of the talks was very good. I don’t think there was a single session… I wasn’t there for all of them, I have to say, I missed some of them at the start. But the ones I attended, they were all high quality. And we’re actually going to pull out just a few of our takeaways from some of the sessions, three little micro-takeaways.

– [Ian] So, we went to one where we listened to Eric Newcomb from Shopify, and that was really interesting.

– [Craig] He was talking about branding, and he had some great examples and, you know the video that everyone responded to when he was… Fashion Brand?

– [Ian] Yes, the sweaters, right?

– [Craig] Yeah, the cashmere sweaters. So, they were called Naadam, N-A-A-D-A-M, and they have some awesome videos, so we’ve included a link to that. And why are we including this? Because, well, you know, there’s lots of funny videos. But this particular one, it was just about their brand voice and their brand identity. What they stood for, all encapsulated in a couple minutes. I thought it was really good. Entertaining, but also educational about what they stand for and do. And I just thought it was really good. I kind of found it motivating.

– [Ian] It was. I love the video because it actually showed their entire, how the product started right through to their production, procurement, right to the end, through the sale. And why they did stuff and why they chose not to do things, and I really love that.

– [Craig] I don’t know if you were in the session with Graham Hawkins, you were probably in Matt Barby’s session at the time.

– [Ian] I was in Matt Barby’s session.

– [Craig] Yeah, well Graham Hawkins, he was talking about the social selling courtship process, which is, basically, if I was to summarize it, it’s, “Don’t spam.” It’s actually built on the well-known dating analogy. You know, just, kind of, gently, gently, and then build a relationship first. We’ve included one of the slides from his deck, which was really good. Just a nice little process for how to approach people on social. You’re trying to offer them value, if there’s a feared way, you can help them further. And that’s really the process.

– [Ian] Correct, always be helping, Craig. And now, I went to the Matt Barby session about SEO… [Craig] Which was absolutely packed. I got there a bit late and I was crammed up the back, I just couldn’t get in. I thought I was going to faint, it was so hot and crammed with people, very popular.

– [Ian] I loved the session, and I’ve been talking to people about this. But really, it came down to how Google searches change, and the immense change that’s happened in the last twelve months. And how Google have become better at understanding intent with search. And he used lots of great stories of things that have happened in HubSpot. You know, a piece of content that was getting a hundred thousand views a month, and went from hundred thousand almost down to zero. And how he went about, and his team went about, trying new things and trying to understand what was going on. And how they are now looking at content, and how they’re actually working with content, and working on understanding how search results work in different scenarios. So it was fascinating.

– [Craig] I think the interesting thing about that is that it doesn’t matter how big and advanced and successful you are at SEO, there’s always changes happening. So just don’t, you know… HubSpot, a content machine, they’re not immune. And so I’m interested to hear that drop and how they’ve, basically, analyzed it, found what’s changed, and then worked towards restoring the traffic.

– [Ian] Correct. So, he used a really good analogy, and I’ll just try to repeat it as best I can. He used an analogy of football, for example, right? So he knows if you’re a Manchester United fan and you do a search on a Wednesday, for example, Google understands it’s not a day when games are going on, so it might actually show you information about the team, might show you fixtures, might show you where they are in the ladder. If you do the same search on a Saturday or Sunday when they’re playing, you’re going to get results of the game, you’re going to get, “Would you like to buy tickets?” and how to get to the game would be one of them. The result and the experience is totally different to that on a Wednesday, for example. And it just made me realize, “wow!” Like, things have really shifted. And we know this, but when you hear it from somebody that’s doing this on a mass scale, like Matt, it just made me, you know, go think, “Wow!”

– [Craig] And this is what I really like about when you hear speakers like that. They’re actually doing it, they’re in the trenches doing it. Oh, well, he’s maybe not doing it hands on, but he’s overseeing it and he’s guiding the strategy to get stuff back and what’s working. So I really like to hear that. “Skin in the game,” as we say.

– [Ian] Yeah, and his whole thing was about doing more with less, so, essentially, using what you have and making it better to get a better result.

– [Craig] Now he had a slide that we’ve got in the show notes, which is really around analyzing content to prune it out if it’s not longer useful. He used the Brexit analogy for it.

– [Ian] He did! Anyway, he used the Brexit analogy and he actually gave seven points about how to prune irrelevant content off your site. And I’d encourage everyone to actually look at this, even if you are not doing SEO. Actually go through it and understand what it takes, because you can be asking the right questions to your agency, or the person that’s doing your SEO, and saying “Hey, have we actually looked at this stuff? “Or are we just cruising along?”

– [Craig] All right, lot’s of great value there. Now, just continuing the theme of events, and also with Matt Barby. I was actually at an SEO dinner last night. So this was the night after the HubSpot with GROW, Matt was still in Sydney. It’s the first time I’ve been to one of those, because, you know I’m not particularly social, right?

– [Ian] And you went by yourself, Craig?

– [Craig] I went by myself. I didn’t have anyone to hold my hand, oh dear! But it was actually really good. They were really friendly, really smart. And so, why am I mentioning all of this? Well, basically, even if you’re of my personality type, which is fearful, I guess, of getting out in social situations, it was really valuable. I met a whole bunch of smart SEO people, James Norquay from Prosperity Media here in Sydney, a great agency. He organized the meet-up, and it was really good. And I got to chat with Matt as well, and chatted about a few HubSpot things. So it was really good. So, to marketing managers and people working in digital and that, just join one of these groups. Go along, meet a few people, and get a whole bunch of ideas. And we were chatting about some of these over dinner tonight. Like, we do this agency stuff day in and day out, but I was just exposed to new ideas from people, so it really valuable.

– [Ian] All right, Craig. Onto our HubSpot marketing feature of the week. And this week we’re going to talk about the email of your report. And this is actually new, and it’s in Beta. Not every portal will have it, but we want to talk about it, because it is coming.

– [Craig] So, we’ve got a screen shot of it. I couldn’t believe this. I was looking through a client’s portal. They’re on Pro. And I thought, “Oh, what’s this email report? “Now this looks pretty good.” It’s the new email report. “Oh, I hadn’t seen that in mine.” Went into our own` agency portal. We’re in the prize portal, right? And I’m like, “Ah, cool, we’re in.” Oh, not here. And in fact, when I tried to go to link that would correspond to it, the URL… Nah, don’t have access.

– [Ian] You don’t have the keys, Craig.

– [Craig] No, not special. So I stuck with the old email report. But the new one looks really good. And we were going through this with a client, because they can just… Because we’ve got everything nicely in campaigns, right? At the top. You could do this with the old style as well, but you can just choose the campaign, drill into the emails, and you can see all the emails with that campaign grouped into a summary. So, if you’ve got brands or department visions, you can kind of get a sense of how the email marketing for those departments is going. Really useful. I just love how they’re always improving these kinds of things.

– [Ian] All right, Craig. Onto our sales feature of the week. And, I wanted to highlight this HupSpot video for sales. Now, we all know its been there for a while, but I think very few people use it. And, look, admittedly, I don’t use it that much, but I’m going to actually put my face on there and do it more often. So, anyway, we did a test, right? And it uses Vidyard, which is one of the integration partners with HubSpot. And I just want to encourage people. If you are in sales and you want to cut through the noise, it’s a really good way, and the tools are built in, literally. If you have a computer you can do this. It’s just about enabling it and recording the video.

– [Craig] Yeah, so you recorded this within HubSpot, right?

– [Ian] Yes.

– [Craig] So, you were in the HubSpot, you were in My Contact record for this particular test. You just went an created it.

– [Ian] I hit the video button, yeah.

– [Craig] Hit the video, you recorded, sent it to me. It’s all hosted within HubSpot/Vidyard. So, yeah. It was quite a smooth process.

– [Ian] That’s right. So, if you’re in sales, I definitely encourage you to do this. If you’ve recorded ones, you might actually have ones that you can use on a regular basis. Say, you’re answering particular questions. Maybe it’s a, “Hi, my name is Ian, and I just want to introduce myself.” That’s a really simple video. You can actually keep that and reuse it many times over. All right, Craig, onto our HubSpot gotcha of the week.

– [Craig] This is an interesting one you highlighted to me today, around… It’s to do with setting up custom properties. So, we’re on a contact record instead of create a custom property. And it’s got its own drop-down, you’ve got A, B, C. And so, then, you ran into this issue where, if you changed the values on the drop-down, you couldn’t rely on them being changed throughout the system.

– [Ian] That’s right. So, the custom property, as most of you would know, you might be collecting a particular kind of information. So, as a test, let’s say you have a product and you’ve got product A, B, C. And your boss comes along and tells you, “Ah, I don’t want product A to be called product A. “Let’s change that to product AB.” And you’re like, “Okay, cool.” So, let’s save that against a contact record. So, Craig has now bought product A, which is now called product AB. If you look against his contact record, you’re going to see that it’s changed to AB. Now, this is what I found. I had this in a work-flow, where I was looking to send a particular email if you had product A, and a different email if you had product B. That did not change. So, when I did this test, and I thought, “Okay, I’ve now changed this to product AB, “if I request product AB now, I should get this email.” I didn’t get the email. And I went, “Oh, there’s something wrong.” Anyway, went to the work-flow, it’s looking for product A, which does not exist any longer. And therefore, if you have product AB, which used to be A, you don’t see anything. So you need to change the work-flow.

– [Craig] And I imagine that would impact… We didn’t test this, but you were talking about triggers or branching, things like that, based on the property value. So, the comparison that you are doing still looked for the value, as opposed to which reference they were. I imagine smart content would be the same. It probably wouldn’t switch out, it’d still be looking for an actual value.

– [Ian] Exactly. So, just something to be aware of if you’re using some of the logic within HubSpot. All right, Craig. Onto our HubSpot marketing tip of the week. And we have all seen these emails, so…

– [Craig] So, my clients get these as well. They’re an email from someone claiming to work from Google Ads, saying, “Oh, you’ve got problems with your account, and you need to change some things.” And they normally want to set up a call and walk you through.

– [Ian] That’s right. So, let me read some of this email. Because most people would have probably heard about this email. It say’s,

– [Craig] This is an example email you might get, yeah.

– [Ian] “Hi Craig, his is Rohit, your Google Ads “account manager. “I tried reaching your agency to provide important updates missing in your account. “They have denied to take down the update, “which might affect your performance. “I request you call me at the number given “and schedule a time, “by clicking the link below. “I look forward to hearing from you, Craig.”

– [Craig] Okay, so just… I’ll put this in context. So, this is an email… So, let’s say you’re an agency, like we are. And we say to our clients, “Oh, there’s this new feature “in Google Ads,” let’s say. “We don’t want you to use it.” Or, “It’s not appropriate for you.” Anyway, they get an email, not to us, the agency looking after the client’s account, but directly to the client, saying, “Ah, there is an error.” In fact, what does it say?

– [Ian] It says, “To provide the important updates missing in the account,” right? It’s kind of like, “oh there’s something missing, there’s something wrong.” They have “denied to take down the update.” It’s even terrible English, it hardly makes sense, right? So then the client will ring us, or you, or the agency, and go, “Oh, what’s going on, what’s…” And often they don’t even get to that, because they’ve spoken to the Google rep, who has already made changes in their account. And the problem is, they’re not actually a Google rep, for starters. They’re some out-sourced agency, by Google. Google has out-sourced it to them, but they’re not actually, officially, Google. And, often they’re just terrible. They’re juniors, they’re poorly trained, or not trained at all, and they give bad advice. And this is going on… If you’re on Twitter, you’ll see this often. People are complaining about this all the time. And they’re like, “really bad advice”, “they go and they destroy the accounts.” Great for Google. Spending, you know… You’re wasting more money, and stuff like that. But, anyway, we’ve linked to a thread on Twitter where this has been exposed. And, actually, Google Ads replied to this, and they were going, “Oh, sorry, let us look into it.” Everyone was piling on, going, “just how bad Google is,” and, “you’re terrible” and So, to listeners, to marketing managers, if you are working with an agency who is looking after your Google Ads, and you get these emails from people purporting to be Google reps, just be wary. Discuss it with your agency first, and just be informed on the changes that this Google rep is attempting to make you make in the account.

– [Ian] And, Craig, onto our insight of the week. Now, “Craig, you know what? “Our website’s not working. “We need to redo our whole website.” Now, this is something I heard, even today. And I asked why. And, you know, there was nothing wrong with the way the website looked. It was actually really well-designed. On brand, maybe the content could have been updated. And then, I said, “Why do you want to do that?” And they were a bit dumb-founded. They were like, “Oh.”

– [Craig] I think this is the go-to when you’re procrastinating. You’re not getting results and you’re like, “Ah, we’ve really got to redo our website.” Because that’s magically going to fix it all, right? So, this comes in a number of guises. But what do we always say? Who was it that first said to us, “solve for the problem”?

– [Ian] Yes, correct.

– [Craig] Who was that? Forget who said… Anyway, HubSpot, of course, pushed this line, “solve for the problem” all the time. Might have been Kip Bodnar, actually.

– [Ian] Kip, yes.

– [Craig] I remember, interviewed him way back in Episode, what was that? Thirty-four, or something like that, way back in…

– [Ian] It was a long time ago!

– [Craig] How you going, Kip? I wonder how he’s going? Anyway, “solve for the problem”. And this is it. Is the website the problem, or what’s the problem? Well, often you say, “Oh, what is the problem?” They don’t know. So, we, as marketers, need to be putting in place a framework where you can actually measure what the results are, so that, when there is a problem, and look, there’s plenty of problems, you’re actually solving for the most important problem. And quite often, the design of the website is not the most important problem.

– [Ian] Correct. So, there are some things that you can actually do to make sure that you are tracking things, and got the right information to make the right choices with what you want to do. One of the really simple things we do to start, Craig, is looking at Google Analytics, and looking at where people are landing, where people are going, where they’re falling off. That’s one thing, so, looking at the flow. Another thing we do is, we use a tool like Hotjar, to actually see how far people are scrolling, what are they clicking on, even recording sessions, to get an understanding of what people are doing. What’s stopping them from converting, or talking to the business. And, another thing could be, your content is terrible. Actually do a content audit, and see whether it makes sense and it actually flows.

– [Craig] Well that’s right. Just getting a good copywriter involved sometimes, it does a world of good. The other thing, you know, when you said Hotjar, and things like that, just, sometimes, speed of the site is so bad. You don’t need to redo your site. You’ve just got to get it on better hosting. How many times have we said that on this show?

– [Ian] We had one of those instances in this week!

– [Craig] Exactly!

– [Ian] That business has moved their site onto a WP engine. Because they were on a web . The business-owner says to me, he goes, “Wow, it’s so much quicker!” And that’s the reality of it. It’s like, don’t host your site in a bad neighborhood, I always say, because you’re bound to have someone hack it, you’re bound to have not the best windows and soundproofing, etc. And so it pays to host in the right place.

– [Craig] Absolutely.

– [Ian] All right, onto our integration of the week, Craig. And this was announced at GROW, in Sydney.

– [Craig] Yeah, so we just thought we’d call out each week now, just an integration that is worth considering. And this is for Xero.

– [Ian] That’s right. Now this is pretty important, because a lot of people have asked for it. And there are other integrations for Xero, but this integration is actually built by Xero, and it’s native. So it will hook into HubSpot. Now, at the time of us recording this, the only thing that happens in this integration is that data from Xero goes into HubSpot. And, towards the end of this year, we’ll actually have more functionality between HubSpot and Xero.

– [Craig] So, when they announced it, because I wasn’t there for when they announced it, what was the actual benefit? Is there a need for people to get contacts out of Xero? What’s driving that?

– [Ian] No, so this is just the first part, Craig. It’s really about having visibility about your contacts. Their billing, getting their customer lifetime value, what’s being invoiced, etc. So, when it was announced, it was a bigger piece. It was kind of as a part of the whole Martech talk. The marketing technology talk? And how the number of connections have actually increased. Every year, it’s like a thousand more. I think there were, like, 7,000 this last year. I think when they started this whole marketing technology thing, there was two or three hundred on that map. There’s 7,000 this year, and that’s in the space of five or six years. So the whole driver was, is that, even in their accounting space, there is a massive number of apps that are connecting to Xero now, but now they’re looking for this connector between Xero and the CRM that’s driving a lot of this behavior. All right, Craig, onto our resource of the week. Now, this is something you discovered. Its about ecommerce as video.

– [Craig] So, this is an article put out by Andreessen Horowitz. They’re an investment company, venture capital company in the US, that invested in a lot of technology companies over the years. So, probably name any technology or big site, Uber, WeWork, anything. They’ve probably invested in them. Anyway, they often look at trends of what’s happening in the market, and what they’re seeing. And this particular article is really interesting, because it’s around the role of video being, basically, the entry into ecommerce. So, we typically think of ecommerce like a Shopify site, right? “Oh, here’s the catalog.” I go through. I find the product I want. Then I click “add to basket”, etc. What they’re looking at is all these examples, predominantly from China, I have to say, of… It’s all in-app. So, you’re in an app and you’re seeing videos that demonstrate something. They’re often viral videos, funny things, demonstrating a product, and the “buy” button is right there in the app. So, it’s no longer, “I go to a site to buy it.” It’s like, “I’m watching videos, I just buy in-app.” And then it’s a beautiful experience, all within the app. So, we’re actually going to dig into this in a future episode, in some detail. However, I just really want to highlight… You should read this article and look at some of the example videos of how commerce is going on in China, it’s amazing.

– [Ian] That’s right. And I think if you are in marketing and sales, you’ve got to know what’s going on. And I was amazed. And we know this happens. I mean, already we can do things like… You could be on Facebook, browsing things, and you can pretty much buy straight off Facebook without ever leaving the platform. It’s about changing the way we are interacting. And I know for a fact… I watch what people do, and how they browse stuff. What they were saying here, it’s like, you don’t even have to go to the store. Craig, you and me could be making a video right now, about a particular product, and then the “buy” button comes up to, “Hey, you want to buy it?”

– [Cragi] Oh that mug that we have, the amber mug!

– [Ian] Oh, the amber mug, yeah. We could be using our amber mug right now, and then a buy button would come up, and you’d be able to buy your amber mug straight off that video that we’re posting about the review.

– [Craig] It’s the fear of the way it’s going. I mean, we’re seeing hints of this with Instagram and their ecommerce connectivity that they’re building into Instagram. But, when you see this post, and you see some of the examples, it’s just… It’s already here in a massive way in China. It’s just that we’re not seeing it more, certainly not in Australia.

– [Ian] That’s right. All right, our quote of the week, Craig?

– [Craig] Who’s this unknown person that you’re quoting?

– [Ian] He’s very unknown, you’re not going to know him. His name’s Dharmesh Shah. If you don’t know him, please go and find out who he is. A lovely, lovely gentleman. Anyway, he has this quote. It says, “Many companies have forgotten “they sell to actual people. “Humans care about their entire experience, “not just marketing or sales or service. “To really win in the modern age, “you must solve for humans.”

– [Craig] Dharmesh has hit the nail on the head again. Yet again, we should say. Didn’t he have that quote that’s painted up on the wall?

– [Ian] Yeah.

– [Craig] At HubSpot when we were visiting Boston? What was that quote? I can’t remember…

– [Ian] I think it’s always… It’s something that, if you make your customers look good, then you look good in the process.

– [Craig] Yes, that’s right, it is.

– [Ian] I was searching my pockets, Craig, to see whether I had it. Because I have a picture on my phone.

– [Craig] Oh really, yeah. Oh, I thought you just kept Dharmesh quotes in your pocket, just for these kinds of situations.

– [Craig] Oh Dharmesh, love you.

– [Ian] All right, now we do have some crazy collection of awesome calculators, Craig.

– [Craig] Oh, omnicalculator.com… I haven’t found a use for this yet, but it’s so awesome I’ve actually shared it with my team and everyone I know, and I’m putting it in the show now. You go to this link, and it’s got calculators for anything and everything. There’s, like, hundreds of them. So, next time you’re thinking, “Oh, I wish I had a calculator,” to calculate something to do with health or finances, or anything, life..

– [Ian] Just go to omnicalculator.com

– [Craig] That’s it.

– [Ian] All right. And there’s another one, in Rand Fishkins’ thread, on Google’s response to Congress, when they asked whether less than 50% of clicks on Google go to non-Google properties.

– [Craig] Yes, and disingenuous responses, avoiding… But, look, frankly, the answer is yes, less than 50% of clicks go to non-Google properties, ie, more than 50% of clicks go to Google properties. So, you’re on Google, searching, they go to Google properties more often than not, the clicks. So, yeah, very interesting behavior. However, compare that to what we were just talking about, INAB commerce going like that. So, you can go onto Google, and maybe there’s something you’re searching for and want to buy. You could could click… Well, it might go to Google, or it might not. Might go off to your site, if you’re lucky. The in-app experience, when you look at that article we were chatting about before, with video, you are staying in that app. So, look, that’s the way Google’s going. All the platforms are. So you can’t… I don’t think there’s a case, to be saying, “Oh, that’s not fair!” That’s what’s happening.

– [Ian] That’s exactly right. And it’s how we understand all of this. And how this affects what we do, is what you need to really understand. Now, listeners, we’d love you to leave us some feedback, as it helps us reach more and more people. And you can leave your feedback on Apple podcast, on Spotify.

– [Craig] Spotify, you can. Even YouTube, where you can visit the ones and ones of visitors to our episodes on YouTube. That has just not worked at all, has it?

– [Ian] No, but again, we’re testing and we’re there.

– [Craig] We’re testing and measuring it. However, Instagram, that’s where we might get a lot of impact. So, yeah, you can leave us a comment on Instagram as well.

– [Ian] And thank you so much for listening to us. And as we head towards INBOUND 2019, we hope you have a great week. See you, Craig.

– [Craig] Catch you later, Ian.

Episode 168: Attribution and prospecting

Welcome to Episode 168 of HubShots!

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

This episode we chat about things we are thankful for. In marketing, business and life.

Listen to the episode here: https://soundcloud.com/hubshots/168-attribution-and-prospecting/

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: Thursday 01 August 2019 | Published: Friday 16 August 2019

Shot 1: Inbound Thought of the Week

Thinking through attribution

Simple examples:

  • Did Google Ads drive any leads

Medium:

  • Did Google Ads help to drive leads when combined with other sources
  • Looking through the timeline of a contact record to see the touches

Complex:

  • Which channels require the least sales touches to close a big client
  • What impact is sales having on the overall closure rate of clients
  • How many contacts do we need to be working with at a company to get the best closure rates (this is a big focus in ABM)

Shot 2: HubSpot Marketing Feature of the Week

Attribution reports (again)

At its simplest the Sources report gives you a good insight into which channels are driving traffic and leads:

Sources Analytics   HubSpot

This is based on first touch attribution.

However the Attribution reports (in Enterprise), includes the option to give attribution to a range of touches (including first and last, all touches, decay, etc):

Attribution   HubSpot 4

This is really important for visitors who revisit via different channels

Key metrics to attribution reports in HubSpot:

Contacts assisted

The number of contacts that viewed your website through a particular touchpoint before converting. For the All Interactions, First and Last, or Simple Decay attribution methods, contacts can be assisted by multiple touchpoints. For the other models, contacts are assisted by a single touchpoint. This number includes conversions that occur on the attributed page itself.

% of contacts

The percentage of the total number of contacts assisted by the attribution object in your report. For the All Interactions, First and Last, or Simple Decay attribution methods, contacts can be assisted by multiple touchpoints. As a result, adding together the values in the % of Contacts column may exceed 100%.

Score / 100

The score is calculated out of 100 points that are evenly distributed across all the contacts assisted by the objects in your report. If a contact’s influenced by more than one object, their score gets divided among these objects. With the simple decay attribution model, more recent objects get a higher percentage of this score.

You should note: No matter what metric you choose for your chart, you’ll still see data for all three of these metrics in your report.

Shot 3: HubSpot Sales Feature of the Week

Prospects tool (again)

A useful way to see which companies are visiting your website

Prospects 1

Can be very important for following up with people who you’ve promoted to, but haven’t yet converted in your database.

Shot 4: HubSpot Gotcha of the Week

HubSpot support is impressive/awesome!

This week we interacted with Jocelyn!

Shot 5: Marketing Tip of the Week

Better forms

This form option is a welcome addition:

better form field

It appears on this page:

https://www.merkleinc.com/thought-leadership/digital-marketing-report

good form

I love those options.

And nice progressive form field usage as well – here’s what it looks like after submitting:

progressive form

(In case you are wondering this is a Pardot form, it’s not HubSpot, but as you know HubSpot forms have this same functionality so here’s a reminder to be making use of it.)

Thank you Merkle.

See also: https://www.craigbailey.net/better-forms/

Shot 6: Insight of the Week

https://www.technologyreview.com/f/614021/a-new-tool-uses-ai-to-spot-text-written-by-ai/

Via: https://coywolf.news/content/ai-content-identification/

Shot 7: Resource of the Week

How Google keeps Search relevant and useful

https://www.blog.google/products/search/how-we-keep-google-search-relevant-and-useful/

When you come to Google Search, their goal is to connect you with useful information as quickly as possible. That information can take many forms, and over the years the search results page has evolved to include not only a list of blue links to pages across the web but also useful features to help you find what you’re looking for even faster!

Shot 8: Quote of the Week

One of the speakers at INBOUND!

“A trust leap is when we take a risk to do something new or to do it differently from the way that we’ve done something before.”

Shot 9: Bonus Links of the Week

Check out HubSpot’s new State of Customer Service in 2019 research report here.

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

HubShots Episode 168: Attribution and prospecting

Episode 167: HubSpot and Privacy

Welcome to Episode 167 of HubShots!

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

This episode we chat about HubSpot tracking and privacy, and (likely) your lack of it. Plus, an update on adding CTAs in drag and drop emails. Also, Google’s take on how they keep search relevant.

Listen to the episode here: https://soundcloud.com/hubshots/167-hubspot-and-privacy/

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: Thursday 25 July 2019 | Published: Wednesday August 7 2019

Shot 1: Inbound Thought of the Week

How we started the podcast…

It all started back in 2016… at a HubSpot User Group.

Shot 2: HubSpot Marketing Feature of the Week

Revisited: Adding CTAs in Drag and Drop email editor

An update to our discussion in the last episode about using CTAs in the drag and drop editor:

https://www.hubshots.com/episodes/episode-165

It’s super easy to add CTAs into emails now:

Edit Email   New email

Was this always here and we just missed it?

Plus, make sure you investigate the modules option – you can use any custom modules from traditional email templates – just drop them on to Drag and Drop emails no problems.

Shot 3: HubSpot Sales Feature of the Week

Making sure you have set up your track and log correctly when using the sales tools.

Recently we have been finding new users not excluding their internal emails.  This is not hard to do and will save a lot of time in contact cleanup!

Inbox  570    ian jacob searchandbefound com au   Search   Be Found Mail

https://knowledge.hubspot.com/articles/kcs_article/email-tracking/customize-your-hubspot-sales-chrome-extension-default-configuration-options

Shot 4: HubSpot Gotcha of the Week

HubSpot tracking and privacy

HubSpot is removing location tracking in their email tracking activity:

https://www.hubspot.com/product-updates/removing-location-data-from-the-activity-feed

This is likely a response to the outcry about Superhuman’s email tracking:

https://mikeindustries.com/blog/archive/2019/06/superhuman-is-spying-on-you

And then Superhuman’s response:

https://blog.superhuman.com/read-statuses-bdf0cc34b6a5

A reminder that you should assume that you don’t have any privacy.

https://www.craigbailey.net/hubspot-and-privacy/

HubSpot billing gotcha

https://legal.hubspot.com/terms-of-service

“For our Full-Service Marketing Hub Products, once increased, your Subscription Fee will not decrease, even if there is a subsequent reduction in the number of Contacts or emails sent.”

Here’s an example of getting caught by this (sneaky) clause:

Products   Services   Account   Billing

Shot 5: Marketing Tip of the Week

LinkedIn has made their advertising campaigns a lot more intuitive with:

  • Awareness
  • Consideration
  • Conversion

campaign objectives:

https://www.linkedin.com/help/lms/answer/103969/the-new-objective-based-advertising-experience-overview?lang=en

https://www.linkedin.com/help/lms/answer/104431

One useful difference:

For awareness campaigns, previously you’d like choose Website objective, but use CPM bidding.

Now you choose an Awareness objective and it only has Impressions as an option.

Shot 6: Insight of the Week

The World is Complex

https://www.craigbailey.net/the-world-is-complex/

Shot 7: Quote of the Week

Another gem from Seth in This is Marketing (p143)

Once you adopt a posture of service, of engaging with the culture to make change, the shift happens.

Now, instead of asking, “How can I get more people to listen to me, how can I get the word out, how can I find more followers, how can I convert more leads to sales, how can I find more clients…” you can ask, “What change do I seek to make?”

Once you know what you stand for, the rest gets a lot easier.

Shot 8: Bonus Links of the Week

A-ha world tour dates:

https://a-ha.com/tickets

Yes, this is a throwback to episode 145:

https://www.hubshots.com/episodes/episode-145
Bye bye Nacho Analytics

https://arstechnica.com/information-technology/2019/07/dataspii-inside-the-debacle-that-dished-private-data-from-apple-tesla-blue-origin-and-4m-people/

Craig’s thoughts:

https://www.craigbailey.net/bye-bye-nacho/
Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 167: HubSpot and Privacy