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Episode 195 Encouragement amidst crisis

Episode 195: Encouragement amidst crisis

Welcome to HubShots Episode 195: Encouragement amidst crisis

This episode we chat about the opportunity in the current state of Inbound uncertainty and how you can rise above it and prepare for the next season.

Listen to the episode here: https://soundcloud.com/hubshots/195-encouragement-amidst-crisis

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.

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: Thursday 19 March 2020 | Published: Tuesday 31 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

Connect with Ian on LinkedIn here: https://www.linkedin.com/in/ianjacobau/

Connect with Craig on LinkedIn here: https://www.linkedin.com/in/craigbailey/

Shout out to Justin Reynolds and his team, Zac, Tamara & Freddie from Red Tomato Promotional Marketing Agency

Sentiment:

  • Full range of experiences with our clients
  • Some clients basically going out of business (eg a catering company)
  • Through to other clients who are pushing very hard and may well have their best years of growth
  • A very challenging time for everyone, no one has it easy
  • Responses have ranged from giving up, through to being very proactive (one client saying ‘I want to go all-in, I want go hard’)

We’re going to chat about some of the proactive ways that some companies can adopt

First, some opportunities

  • Reduced advertising by companies means that click prices are cheaper in some segments
  • Test and measure paid channels, and use any ‘channel bargains’ to your advantage

Second, the approach:

  • People are cutting back on spend, but increasing research and learning
  • Especially people forced to work from home
  • They are often bored, looking for things to learn and do
  • Always be helping, people are looking for people who care about them and their business
  • It’s time to be a leader

Third, the formats:

  • Focus on your Top of the funnel pipelines
  • Use marketing automation to nurture contacts, consider this the start of a long term nurture relationship
  • Use webinars to connect in real time with prospects and customers
  • Use online learning (start courses) for own pace growth

Fourth, the potential:

  • The investments in these months will pay off in the following years

Shot 2: HubSpot Marketing Feature of the Week

Marketing Automation Workflows

https://knowledge.hubspot.com/workflows/create-workflows

Automate your marketing email nurtures

Shot 3: HubSpot Sales Feature of the Week

Sales Sequences

https://knowledge.hubspot.com/sequences/create-and-edit-sequences

Automate your sales follow ups

Shot 4: HubSpot Extra of the Week

Nothing this episode

Shot 5: HubSpot Gotcha of the Week

Nothing this episode

Shot 6: Marketing Tip of the Week

Check the CPCs in Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads

There may be bargains in some of your audiences.

Shot 7: Insight of the Week

Nothing this episode

Shot 8: HubSpot Throwback of the Week

Nothing this episode

Shot 9: Resource of the Week

Nothing this episode

Shot 10: Quote of the Week

“The pessimist complains about the wind. The optimist expects it to change. The leader adjusts the sails.”

-John Maxwell

Shot 11: Bonus Links of the Week

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

Episode 195: Encouragement amidst crisis

– Hi everyone, welcome to HubShots Episode 195. In this episode we chat about the opportunity in the current state of uncertainty and how you can rise above it and prepare for the next season. You’re listening to Asia Pacific’s number one HubSpot focused podcasts where we discuss HubSpot tips, tricks, features, and strategies for growing your sales and market results. My name is Ian Jacob from Search and Be Found and with me is Craig Bailey from XEN systems. How are you Craig?

– Well, I’m well, I’m healthy and happy. I’m glad to say but yeah, definitely time of uncertainty. And of course, as we’re gonna chat about in the show today, some clients doing it really tough, others kind of really going for it. So it’s gonna be an interesting chat about different approaches and the different experiences some of our clients are facing and no doubt our listeners are facing as well.

– That’s right, and so I wanted to call this the encouragement episode, Craig. Encouragement amidst crisis, and I wanna say thank you to all our listeners who have connected with us, I’ve got a special shout out. I actually met one of our listeners this afternoon, Craig, Justin Reynolds and his team, Zach, Tamara and Freddie. Hey, guys, it was really lovely meeting you guys this afternoon, and they’re from Red Tomato Promotional Marketing Agency. And they literally done their own.

– Who knew?

– So,

– Isn’t that great when you connect with listeners and they’re like,” Oh, yeah, I listen to your show, and it’s really helpful.” So that kind of makes my day. And listeners, what’s interesting about this is I actually messaged you Ian earlier today and said, “Look, I’m so busy, I’ve got clients, I’ve got client calls all tomorrow, It’s just pretty full on can we postpone the show?” And then you started telling me, how you’d met with listeners how it would have been really positive or encouraging time. I was like, “Oh Wow, that’s great.” That made my day, and so now we’re recording and I feel really good about it.

– So here we are listeners. Now before I go, Craig, my two sons is doing their first day of virtual school tomorrow and they’re like, “Oh dad, can you give us a shout out?” So Eli and Max, here is your shout out guys.

– Oh here you go guys.

– All right, and thank you to everybody. And I just hope that everyone is A, doing well, you’re safe, you’re healthy, your families are healthy, and that you look at this as an opportunity to take yourself but your businesses to the next level. All right, Craig, so with that, let’s talk about some of the exciting things that people can do, and how we can turn this around and reframe what we’re going through.

– Well, before we do that, I think it’s worth just acknowledging that what we’re gonna chat about today is not for everyone. We are seeing with our clients, and I know you’ve had a similar experience in a full range of experiences. So some clients like everyone’s doing it tough, let’s not beat around the bush. We’re recording this on Thursday, the 19th of March. And just in the space of a week I think about when we recorded last week, just a week ago. It was a totally different situation that we are in. Just a week later things have changed dramatically and by the time you’re listening to this listeners which will be a week after we’ve recorded this, it might have changed even more so. In some ways what I’m going to talk about is that you know, might not date well might not age well the comments we’re gonna make but that’s, that’s fine if we’re gonna chat about it but the thing to acknowledge is a number of our clients are doing really tough and that’s just because the industries are in. You know, one of our clients is a catering company, corporate catering company, all of their events canceled through to September by clients. Like there’s no magical marketing hack or attitude or you know, think positive that can overcome that. They are in a very tough situation. Certainly there’s things they’re looking at much more online and like but let’s just face it, they’re in a very tough situation. If you’re in anything to do with travel or holidays that there’s no easy are just get through this. We’ve got other clients who are in very group oriented, you know, healthcare situations where their clients are just canceling. There’s no amount of clever marketing that’s gonna overcome them. However, on the flip side, I’m interested in your, your experiences with your range of clients. And we’ve got other clients in corporate sectors and B2B technology spaces, and online learning spaces and managed services spaces that are going to do really well. Not easy though it’s not our year, we’ll be right, it’s simple. Just say that a few months, they’re working hard, but they are likely going to do really well. And in fact, in one particular client, it’s probably gonna be their best year yet and I know that sounds like a bit of a throwaway line, but they started a campaign just this week, their assess tool, their tool, I can’t mention them by name, but their tool helps corporates manage data and email and documents and things like that. And in a work from home environment, which suddenly a lot of their clients are faced with their tool is perfectly placed to add value. So they will do really well. So I think the reason I wanna mention this is because our listeners will be across a range of industries, some doing really tough others in the situation where they can take advantage of some of the things we’re gonna talk about. And those are the clients that we’re really talking to in, in this show. But what’s your, what’s been your experience with your clients?

– Well Craig, I’ve had an interesting discussion. I’ve had one client pause, I’ve had other clients, like, I just wanna grab a hold of this and run and basically take ground with other people just helping them work through it, so how do we help people that they’re, that they serve? And one of the things that, it has been apparent is that everybody has a different level of optimism. You know, some people are like, I just wanna get this over and done with, others are like, I’m being really careful because I’ve got really young kids like once, one of the sales guys I’ve been working with, has just had a baby in the last month, So he’s really cautious. Some of the other guys in the team are totally on the opposite end, like, you know, we are just doing whatever we need to do. You know, we’re not too concerned about it, we are taking the right precautions, but we’re also being sensible ,so you know it’s mixed.

– I think that’s interesting and also the the responses from people not only the situation they find them in some are in dire situation others are in situations of opportunity. But even within those, that spectrum, we’re seeing some that are just, they’re giving up, you can almost hear it. I’ve actually had a call just tonight before I recorded with one particular client, they just like oh, we’re giving you could, they’re just panicking, they’re not showing any leadership in their business. They’re not looking at this, rationally I’ll say. They’re very emotional and they’re just giving up. And then I’ve got other clients are saying, “Wow, this is really tough, but we know that by thinking clearly through this and working really hard, we will get through and we’ll get better.” So it’s a, it’s not only the situation that people are in but it’s their response. And I think it’s to those situations that we, I guess we wanna chat about some of the productive ways that we’re advising our clients and that we’re actually learning from our clients as well.

– So in saying that, what I wanted to highlight is that, I think one of the things, Craig that we have done, progressively over time, is spending the time in the morning just reflecting on things and writing it down, and even writing down the things you’re grateful for. So you know, I haven’t done that this week with all everything that’s going on. But you know what, when I sit down and write things down, what I’m grateful for, really lifts my, A, it lifts my spirit, but B makes, gets me thinking about other ways that I can do things that are not what people are doing around me. So I encourage all of our listeners, take that time. Even if you seem like it can’t do it, just sit down quietly, grab a cup of coffee or tea, take your pen and write down, write, I encourage you all write down one thing you’re grateful for every day while we’re in through this period, and see what a difference it will make in your life.

– Excellent advice.

– So I wanted to go into some of the opportunities,

– Can I, just before you do that, Can I say one thing I’m grateful for? And as many because I think your point is, is very well made. I’m really grateful for my team, I actually want to call them out for Tara, and Kylie and Edward and Marie and Roslyn. We’ve been having internal meetings yesterday and today just about planning out our whole strategy, our response, how we’re gonna help clients, I am very lucky with the team that we have, because they are all so positive. None of them are panicking. They’re very well informed, but they’re not stuck on social media all day. They’re not sharing rubbish, you know, links and stuff. They’re just very calm and clear and thoughtful, and also keen to help even when we’re planning out strategies that we’re going to help clients with. Everything is around this idea of how can we help. And I feel really lucky with my team. So thanks for reminding me of that. And I just wanted to mention that in the show, ’cause I know they listening.

– And I wanted to say thank you to you Craig, for yesterday when I was having a low point, and I called you and you encouraged me. And, you know, I’m so grateful for that, so thank you.

– Thank you.

– All right, So Craig, what are some of the opportunities that people should look at in this time?

– All right, so quickly, I just mentioned a few things. And by the way, this is opportunities versus being opportunistic. I think in these times of uncertainty, it brings out the good and bad in people. It kind of almost focuses or highlights the good or the bad in people. And we’ve seen opportunistic behavior, and I hate, I hate it, that’s a strong word. But opportunistic behavior is kind of like when you go and clean out sanitizer from the supermarket you just buy and stockpile and then you sell it at 10 times the price on Amazon, that’s opportunistic behavior. I hate that and I hope none of our listeners are doing that. Certainly none of our clients are. Instead I want to talk about opportunities. And so an opportunity is something that you and everyone else can take advantage of, but often others don’t. So the key one that we’re seeing at the moment is because so many people are pulling out of paid advertising, what we’re seeing is click prices go down. So this is an opportunity for everyone to jump on and get much cheaper click prices in some segments, right? So you’ve gotta test all your audiences. For example, if you’re trying to bid on terms in work from home, they are not gonna be cheaper, there will be much more expensive bidding others think about your targeting and your audiences. There are some bargains to be heard. So now is a really good time to be taking advantage of those cheaper clicks to build your top of the funnel and we’re gonna talk about top of the funnel. So that’s a key opportunity, and we’re talking about that with a number of clients.

– I think the next thing is to be aware of the channels you can test and measure so Pay chances are really good one that even think about people are gonna pull back away from creating content. So whether it’s the content or what’s the video you can create? Like, even what we’re doing today is, you know, we would not have done this if we did not separate ourselves, and possibly separate ourselves, right? We would not be doing this. So look at that opportunity, don’t be afraid to try things out. This is not an A grade production, right? But we’re giving it a go. And that’s what I love is, that people give it a go in times and just make things happen. I think you will find a channel and opportunity there.

– I think that’s right, and on the topic of content, this is the time for lateral thinking. So of course, everyone has jumped on putting out their COVID-19 response and their email around. That’s not an opportunity, that’s just what everyone’s doing. But opportunities are to look at other areas to think laterally to talk with your team about some strategic ideas, and we’re gonna talk about a few on the second. That’s opportunities available to everyone so don’t kind of give up and panic and now’s the time to think, to be thoughtful about these other content ideas.

– Right, so what is the second approach we can take, Craig?

– All right, so secondly, so firstly, if we’ve looked at opportunities, second is the approach. And here’s the thing to be mindful across most industries, not all, but most, people are cutting back on spend, but they’re increasing their research and learning. So if you think of people at home, you think of the kind of where they are mentally, everyone’s cutting back. So they’re not gonna buy stuff. They might buy some online training maybe, but they’re not really in purchase intent, but they’re in research intent. So really, the approach is thinking about these people and how they can be top of the funnel, getting them in top of the funnel, with content assets with items of value that they can then use in their situation. And if you think about it, people that aren’t used to working from home, you and I are and our teams are ’cause we have remote teams. So we’re kinda used to it, but many people aren’t. And especially if you think of introverts versus extroverts, all the extroverts they’re home, they’re bored. They’re actually looking for stimulation. So now’s the time where their attention if you think of the attention inventory, on channels, especially on social, there is a lot more attention to be had. And so thinking about how you can help people, spark interest in particular topics that previously they might not have wanted to be part of, they’ll be looking to join webinars, you know how webinars have been going down. And you know, people don’t join webinars, they’re too busy at work. Now at home, they’re looking for distraction, so webinars are a key place. So it’s really this approach of tapping into that mindset, and thinking top of the funnel, just getting them interested and then talking about email nurturing, which we’re gonna talk about next.

– Yeah, and the next thing I wanna talk about is, this is mainly to clients and people that you deal with, is think about how you can always be helping. It’s, you know, if you’ve got practice out, we know we’ve all got stuff to sell, but really people I think at this time are just looking for people who care about them and their business. So if you can be of assistance to them, whatever that may be, it may be an encouraging word, it might be, you know, going and helping them out, do something, you know, get some stock out the door, whatever it is, if you can help them achieve that, you won’t realize the bond you will create with them. And the last one is, it’s time to be a leader. So I’ve spoken to many owners this week, from, you know, quite large franchises to businesses. And one thing that was very apparent is that they were really straight with their stuff, they didn’t hide anything. They said, Look, “This is what we’re in, and it’s gonna take all of us to do our bit and all of us to come to the party to get through this.” And, and they said,” We don’t have all the answers. We’re actually gonna work as a team to get this through and to work through this and the better we work as a team, and the better we understand where we’re going and the better we can help each other. The likelihood of us seeing this through is far greater than if we try to do it ourselves.”

– Absolutely, it’s a time for leadership. And I would say this to agency owners, especially, you and I Ian as agency owners we are really in a very crucial position, advising and giving leadership to our clients, but to marketing managers, now’s the time to be a leader in your organization, and show how it proactively, you’re gonna use marketing to help grow the business and also retain clients, I mean in a time of recession It’s all about client retention, as well as lead generation as well, in a sense, but it’s a time to be a leader. And the thing I’ll say, just following on from your point there is, in the team catch ups we’ve been having and I mentioned by name at some of our team members before, I was amazed today, we were planning out client pieces, and I just gave the team freedom of saying what can we do? What are these ideas? And some of the ideas that were coming up were really good and I was like, “Wow, that’s a great idea for this client.” And I was very specific, they, all the people on my, again, I’m just so grateful for my team they are just so for good, I was totally stunned by some of the ideas that are coming out with. And part of my job really as a leader is kind of getting out of the way and letting them grow and help clients in that way as well. So as a marketing manager, I’m, I know that’s main audience here. Working with your team and letting them grow, just being shown calm and thoughtful response and letting them grow. You might be amazed at some of the progress that comes from that.

– Okay, Craig and then thirdly, the formats that people can focus on. So we’ve discussed top of the funnel being a really key thing. The next thing that you can do and this is what I’m encouraging others to do is to use Marketing and Sales Automation to nurture contacts, and consider them as a long term nurture and building a relationship with them. And now might even be, so one of the and we could talk about this, one of my suggestions to one of my clients, that when I was talking to the national sales team was, hey, you’ve got HubSpot sales, and you’ve got video in there, why don’t you guys create videos so that people can actually watch them in the time that they’re free. Because what they’re experiencing is like they’re in the cleaning industry. And a lot of the people that act like they’re really struggling for people to do the work but also struggling to keep up with the demand. And so they’re not contactable during workouts. I said, Well, why don’t you change the way you work, create the video, they can watch it in their own time. That’s just addressing them. But then also open up your calendar to hours outside of that period where you say, “Hey, you know, I’m here to help you. You can book a time, you know, after dinner with me, and I’m happy to talk to you.” Just be flexible, and understand where people are at can make a massive difference.

– Some excellent point, well said.

– Next thing we touched on is using webinar, so don’t be afraid to test this out. It’s a great way to connect with people, people can experience who you are, and it builds that relationship. It’s not something that where people can’t see you. And I’d actually make it a point, just like we are today, is don’t be afraid to show your face like we’re all individually made. And we all have our quirks, you know. And I think that’s what makes us interesting. So don’t be afraid, don’t be shy to show that and to be real with people.

– I think that’s right, webinars to connect in real time with prospects and customers and then just general online learning platforms for that, go at your own pace. Interaction I think it’s gonna be good. We’re not gonna chat about it this episode, but maybe next episode, if there’s enough interest. We’ll talk about how you can integrate webinar software with HubSpot. So you can automate a lot of that participant process and I think zoom has zoom webinars have a good integration with HubSpot. So we might chat about that next episode.

– Okay, and finally, Craig, the potential. So I believe that investing in these months that are ahead of us will pay off. And I think that’s gonna be a calculated investment. So, you know, like a lot of people that I talked to have been looking at about how, where they’re spending and what they can cut back, but also be realistic in terms of understand what the future holds, and what investment you need to make. It’s just like, we talked about investing in the stock market now, now’s a great time, right? It’s the same thing. In marketing when everyone’s going this way, we wanna go that way and take advantage. So think about it, take time to take a step back. Talk to people that you trust. So perfect example is that we often talk to each other, listen, and we’ll say,” what do you think about that idea?” “Is that a good idea?” And because we understand each other’s businesses, and we know the kind of clients we serve, we can actually give each other valuable advice on whether we think it’s good or not good to do. And don’t be afraid to ask those around you because you’d be surprised at some of the things just like Your team Craig. You’ll be surprised at some of the answers you get, All right, so this can’t be a show without some HubSpot. So Craig, so a market feature the week is marketing automation workflows. And this is about automating your marketing emails and using that to nurture prospects or current contacts. So even now might actually be really good. And I’ve seen some people do this, is have a daily email of encouragement to others, which I’ve actually really enjoyed from, I’ve only had one person do this, I thought, What a great idea. While everyone’s saying how doom and gloom it is, here’s somebody saying, “I’m just gonna send you a bit of encouragement every day.” And you know what, that’s made a massive difference. So you could do the same for your client base and for your prospects, and be their shining lights in what’s going on right now.

– I think that’s right. And I guess this being the marketing feature, we’re not really highlighting anything new in terms of workflows, but we are highlighting the focus to put on workflows. Often workflows are just an afterthought Oh, okay, yeah, we’ve got a learning page, Ebook app, we’ve got, a few follow up emails, and that’s fine. But now’s the time to really think out your workflows, keep that conversation going, people will be at home, they might be more open to reading emails, as we said before, they’re kinda getting bored or they don’t have processes in place. They’re not really that proactive and productive. So getting good thoughtful emails in front of them that are providing value will grow that relationship for longer term benefit.

– And don’t be afraid to make them laugh. I was talking to another friend slash customer about today, and he was, I’m gonna share this joke because he said, he was talking about talking to his son and he said look, because he was talking about you know, when people cough and stuff, so there was a joke about usually you cough to hide your fart. But he goes,” Now you fart to hide your cough.”

– Wow, is what the show’s become ?

– Anyway, but it got me laughing, you know, I left, I left after talking to him, and I left with a smile. I’m like,” Oh hang on, that was really funny.” Anyway listeners, let’s not go there. Now the HubSpot sales feature of the week and this is also around automation and this has to do with sales sequences. So this is a great way to automate your sales follow ups and you’ve heard us talk about this on the show, I encourage you to look at this again, the biggest thing that people will say, “I’ve got workflows, but why am I using sequences?” This is where it’s a sequence of emails or tasks, etc, that you put in, that you pre put together. And then when you actually individually execute it. So you can say. “I wanna send this sequence.” For me, I can send this to Craig, Here’s the first email, here’s the second email. Here’s the third task which might end up, it might ask you to follow up, then there’s a fourth email, the fifth email maybe another task or to do and then might be, that might be it and it gets sent from your email. So it gets triggered from your email box. And then if the person responds, it breaks that sequence. And then you know, and then there, they basically get out of there. One of the great things in HubSpot is you can see where people, what they’re doing. So what’s the open rate on that email in the sequence? Where did they actually break the sequence? And you can see where things are happening. So you can say, ah, at that point, people often break so I actually don’t need these bits. So you can look at all these analytics, which is actually very interesting, to give you an understanding of what you can cut, and what you can make better.

– I think one of the points to make though is in your sales sequences. A lot of the sequences I see, are very focused on getting a call, let’s have a meeting. And I think now’s the time to perhaps reconsider that and be thinking about just adding value in sales. You’ve got, they’ve shown interest through previously in market they’ve got through to sales, they’re probably not in a mine to buy, they probably don’t have permission to buy so it’s a really about providing value and keeping that relationship going until the purse strings open up again later.

– Exactly, very well said. Now a marketing tip of the week, Craig. And this is to do around checking your cost per clicks or cost per acquisition in Google ads, Facebook ads, Instagram ads, LinkedIn ads, and if you’re doing Pinterest ads and any other ads, have a look, because you actually might find that there are some bargains in those channels. And just be aware, because it’s a really good time to understand where all of these costs are going. So I know that I had a conversation today with a customer, they were like, “I’d love to know how much each franchisee is actually spending on Google Ads.” because they have a really heavy focus on Google. And they actually had very little visibility, which is really interesting. So I said, “Look, we can help solve that problem, but it’ll give you a good understanding of how profitable those franchises are.”

– So that’s actually a really important point because I have been thinking along those lines, check your channels for quick prices going down. But your point is actually before that, make sure you can actually view your click prices. And you’re quite right because many of the big corporates, they just they just know they spend x thousand per month. They don’t even know what their click prices are or what the return on certain campaigns. So yeah, at least get your reporting in place. But then, when you can test and actually measure be looking for bargains in some of those channels.

– Now, Craig, finally, quote of the week,

– This is a report that you’ve pulled out this is excellent.

– And so this is from john Maxwell. And as many of you might know, that follow us. He’s written lots of great books about leadership and really wanted to highlight in this episode about leadership, and this is his quote, “The pessimists complains about the world, the optimist expects to change and the leader adjust the sails.”

– So can I just check the subtle line was the pessimist complains about the wind, I think,

– I’m sorry, the wind Yes, thanks, Craig, that was really good. It had to work with the sales, right? Otherwise we might as well not work it out.

– Well, that’s an excellent quote, I like it.

– Well, listeners, I hope you have enjoyed this episode, I just thank you so much for listening to us. And, you know, honestly, I pray that everybody out there, your families are safe, Your businesses, you know, get through this period, like, I know, it’s a hard period, it’s gonna be hard period for all of us. But you know what? We can all encourage each other. So again, I would encourage you, if you would like to talk to either of us, please connect with us on LinkedIn, and just say, “Hey, I listened to this episode, I’d love to have a quick chat with you guys.” I’m more than willing and I know Craig is too. To how well we can help you guys get through this time. We will help you guys do that. So please don’t feel bad, don’t feel like, Oh I’m not worthy of this, I’m not at the right stage. Honestly, we’re all not worthy of this. But I just want to put it out there that you are Welcome to, you know, be a part, you’ve been a part of the journey with us and it’s, we would love to be of help to you. Well, Craig, until next time.

– 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.

Episode 194: HubSpot Forms Tips. Plus Google MyBusiness Teardown

Welcome to Episode 194 of HubShots!

This episode we chat about HubSpot Forms, Sales Qualified Leads, plus tips for improving your Google My Business listing.

Listen to the track here: https://soundcloud.com/hubshots/194-hubspot-forms-tips-plus-google-mybusiness-teardown

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

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: Thursday 12 March 2020 | Published: Friday 27 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

Connect with Ian on LinkedIn here: https://www.linkedin.com/in/ianjacobau/

Connect with Craig on LinkedIn here: https://www.linkedin.com/in/craigbailey/

Sydney HubSpot User Group feedback from last week – TikTok virus thanks to Moby

Inbound 2020 you can register RISK-FREE.  Their refund policy has been extended through June 1st.

Lol of the week

A client kept referring to the Spam Monkey tool they were using. Took us a little while to realise they were talking about MailChimp.

Shot 2: HubSpot Marketing Feature of the Week

Form Analytics

Really useful reports for showing form results.

Especially how you can compare the number of people who interacted with a form, through to submitting ie you can see if people drop off after starting to fill out a form:

hubspot form analytics

Love it when we see things like this in our general exploration of the tool!

Shot 3: HubSpot Sales Feature of the Week

Overview of the HubSpot Lifecycle Stages

https://blog.hubspot.com/customers/how-to-make-hubspots-default-lifecycle-stages-work-for-your-company

We’ve covered this a few times previously but it is always useful to review.

  • Subscriber
  • Lead
  • Marketing Qualified Lead (MQL)
  • Sales Qualified Lead (SQL)
  • Opportunity
  • Customer
  • Evangelist
  • Other

One key item to consider though: often clients will have a different view of what a Sales Qualified Lead (SQL) is.

  • Option A: A lead that has been qualified as ready for handover to sales
  • Option B: A lead that sales has contacted and qualified as a fit to continue with

This is best resolved by reviewing the internal sales processes, possibly optimising, and then fitting to the lifecycle stages.

Shot 4: HubSpot Extra of the Week

HubSpot Progressive form fields versus Dependent form fields

https://knowledge.hubspot.com/forms/use-dependent-form-fields

https://knowledge.hubspot.com/forms/use-progressive-fields-in-forms

Example of Dependent form fields: After filling in the Country field it shows a State field.

Example of Progressive form fields: If a visitor has previously filled in their Company name, next time they are shown the form it might show a Company Size field.

Shot 5: HubSpot Gotcha of the Week

Understanding Form Options

Using a form for check-ins at a trade show

What to do if you accidentally have a contact record updated multiple times – go to the Form and export out the submission details.

In future, make sure you turn this Form settings option on:

hubspot form options

Shot 6: Marketing Tip of the Week

Why Google MyBusiness?

Your free Business Profile on Google helps your business show up when it matters most: the moment customers are searching for your business or products or services like yours on Google Search and Maps.

Your free Business Profile on Google My Business helps you drive customer engagement with local customers across Google Search and Maps.

Some interesting stats:

Google My Business   Drive Customer Engagement on Google

You can build your first website for free on Google!

They will help you create a beautiful website to engage new customers – and establish your business online.

Their statistic about a professional website driving sales: Nearly 70% of consumers agree that they are more likely to buy from a business that has a website over one that does not.

Google MyBusiness Community > https://support.google.com/business/community?hl=en

Actions:

Follow your plan:

The Balcony Garden   Dashboard

Share your link to get more reviews:The Balcony Garden   Dashboard 1

Review your performance weekly:

The Balcony Garden   Dashboard 2

Insights show you how you can optimise your customer engagement for better results, and you can encourage more engagement by interacting with your customers from the Customers tab.

Have a look at insights:

The Balcony Garden   Insights 1

One insight that was particularly interesting was the direction requests that would give insight into where people are visiting you from:

The Balcony Garden   Insights

Insights help > https://support.google.com/business/answer/7689763?hl=en#how

Shot 7: Insight of the Week

Finding the Pain versus Creating the Pain

Good marketing = Finding the pain and providing a solution

Bad marketing = Creating unnecessary pain and providing a ‘solution’

Examples:

  • Good marketing => products and services that solve genuine problems, eg anytime you see something promoted and say ‘finally, because that’s been bugging me for ages’
  • Bad marketing => most infomercials, most supplements, most of the things you see when you’re standing in the queue in the post office, most cheap cosmetic products, etc

Be ‘good marketers’.

Shot 8: HubSpot Throwback of the Week

Social media stats pulled in to HubSpot (even if they weren’t posted from HubSpot):

https://www.hubspot.com/product-updates/fully-report-on-the-success-of-your-social-strategy-within-hubspot

Shot 9: Resource of the Week

HubSpot’s Not Another State of Marketing Report:

https://www.hubspot.com/state-of-marketing

In particular, so you can check out the new form format they are testing:

state of marketing form

Shot 10: Quote of the Week

“To refer to a personal taste of mine, I’m going to buy hamburgers the rest of my life. When hamburgers go down in price, we sing the ‘Hallelujah Chorus’ in the Buffett household. When hamburgers go up in price, we weep. For most people, it’s the same with everything in life they will be buying — except stocks. When stocks go down and you can get more for your money, people don’t like them anymore.”

  • Warren Buffett

Shot 11: Bonus Links of the Week

https://conversationalist.org/2020/03/05/the-prodigal-techbro/

https://www.siegemedia.com/creation/content-strategy-2020

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

Episode 194: HubSpot Forms Tips. Plus Google MyBusiness Teardown

– Hi everyone. Welcome to HubShots episode 194. In this episode, we chat about HubSpot forms, sales qualified leads, plus tips for improving your Google My Business listing. You’re listening to Asia Pacific’s number one HubSpot focused podcast where we discuss HubSpot’s tips, tricks, features, and strategies for growing your sales and marking results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?

– I’m happy and healthy, and happy to be so.

– That’s right, and this episode is proudly brought to you by Tesla, and we’re looking forward to driving the new Tesla Cybertruck, aren’t we, Craig?

– We are.

– Now what’s our growth over the week, Craig?

– The HubSpot user group in Sydney was on last week.

– Yes.

– And thanks to Moby, Tash, and Tony for organizing an excellent event.

– The Super HUG.

– The Super HUG, they had over 350 people registered, and more than 100 people turn out on the night, and by the way, this was a rainy night in Sydney.

– That’s right.

– And of course, as people listening now would know, the coronavirus panic is in full swing. So I thought it was a very good turn out, and it was a very good event. However, I have a real bugbear.

– What virus have you caught, Craig?

– I’ve caught the TikTok virus because Moby did a whole session on TikTok at the user group, and I was like, oh what’s this? Oh I keep hearing about TikTok, no I’m gonna avoid it. ‘Cause you know I’m now not on Facebook. I’m very rarely on Instagram. I’m not on Twitter. I’m very rarely on LinkedIn, right? I’m just trying to avoid distractions, okay? So then I thought, oh TikTok, oh look, I’ll check it out. So I installed it, and I sent you screenshots of my usage. Oh my goodness, I’m spending hours on this stupid damn network, watching silly dance videos, and oh my goodness.

– And dogs.

– And dogs, cute dogs and puppies, and oh my goodness.

– You’ve been sucked into that, haven’t you, Craig?

– I’ve been sucked in the TikTok vortex, and Moby, you have a lot to answer for.

– That’s right.

– I blame Moby.

– Now, inbound 2020, Craig, is not that far away. We’re talking about mid August.

– Well that’s right, and well speaking of coronavirus fears, for people who are wary of registering for an event that may not proceed, and they might think, well why would I register? You know, I’ll wait and see. So you, you were showing me this earlier that HubSpot’s actually covered this, haven’t they?

– That’s right. So they say you can register risk-free, and they’re enlisting their full refund policy till the 1st of June, where you can get 100% refund. Any time after that, I think it’s 50%. But it’s interesting. So they’re giving people the opportunity to actually do that and have the ability to get a refund in this very uncertain time that we’re living in.

– Yeah, well and I just think it’s a smart move, right? Because you must say, well why would I bother? It’s like no, well lock it in, get your ticket.

– Get the special pricing.

– The early bird pricing. And just know that it is just free. If circumstances changes and the event can’t go ahead, still, ’cause coronavirus spreads further, then yeah you get your money back. So I think it’s a good move, and yeah, take advantage of it if you’re intending to go.

– That’s right. Now I want to just say thank you to everyone who’s connected with us on LinkedIn. Thank you to Justin who just connected with us and sent us some lovely words. And I’d just encourage you to keep connecting with us and send us a note. We’d love to hear from you guys, and you know what I’m finding that’s interesting? There are a few people that have connected with us, that don’t live that far away from us, and we’ve actually met them for coffee. We’re gonna meet someone for coffee. So there you go.

– It’s a small world after all.

– That’s right.

– Craig, you know I’m changing the subject entirely. One of my customers, you know they were referring to this new tool they’re using called Spam Monkey?

– Yeah, I haven’t heard of Spam Monkey.

– Yeah, so I’m going, what is this tool? They go, oh yeah Spam Monkey, we’ve just loaded up the automation sequence, it’s working a treat. I’m going, what’s Spam Monkey? They’re talking about Mailchimp! Finally worked it out, oh Mailchimp. And they weren’t saying it as a joke, they were just calling it Spam Monkey. I dunno. Anyway.

– Mad branding going on there.

– Could be a branding opportunity right there.

– Have you got the domain spammonkey.com Craig?

– I haven’t. I better jump on right on that.

– All right, onto our HubSpot marketing pitch of the week, Craig, and this is some really useful reports to do with forms. Now, I only discovered this recently because I was creating some new forms, and I went, oh hang on, I can see some new things here, and it’s really interesting. It’s got the, what looks like a funnel report, which says about step completion, so it talks about the page visits, the visits that actually saw the form, and then the people that completed the form, and then the people that submitted the form. Or so, interacted and then submitted it. So some great analytics there just to understand what is going on. The other one is, is it a new contact, or is it existing contacts? That’s got a nice little pie chart there. And the next thing, which I think we spoke about before is, if you’ve got the former multiple pages is actually understanding which pages have the form? What were the view submissions and the conversion rate? Another great one. And then the last one is the submissions by source for that form. Really fantastic analytics to really understand what is going on with your forms.

– This was really good, and especially the one you mentioned at the start, the step completion. Sure you can see the conversion rate in terms of, how many people visited the page it was on, versus submitting the form. But to see how many people started the form versus how many completed it, i.e. who interacted with it versus actually completed the submission, that’s really powerful.

– You know one thing I did like? The visit, the part where it says visible on screen. So for example, if your form is right at the bottom of the page, that is not visible on the screen until people get to it. So it’s a really good indication to go, well are people actually getting to that form if it is buried right at the bottom? Maybe you get rid of it. Maybe do a slide in form, as you scroll down the page for that to slide in. So just a different kind of form might make all the difference in this scenario.

– That’s really good. You know I wanted to say, here’s what I really love about catching up with you each week, Ian. Because that particular, and we’ve got a screenshot in the show notes by the way of a form, showing this interactions versus submissions. Every week, you know, we get together, we’re planning out the show, and you’ll say, oh, have you seen this? And I’ll look over and I’ll go, no. Oh cool. And I’ll sometimes do the same to you. I love those moments when you go, oh cool. That’s something new. And you know, this is, oh, this is the part of the joy of SaaS software, isn’t it?

– That’s right. There’s always a new feature coming out. And if you rely on that little orange notification bell up the top right, you miss half the stuff. They’re the highlights of the key big things.

– Exactly.

– But these little things. I don’t know. There are some people nodding along with us on this show going, oh yes, those little things, I love that. And then there’s other people going, what are these guys talking about, about some tiny little graph on a report? We don’t care. I mean, I love these little things.

– All right Craig, onto our HubSpot sales pitch of the week, and we wanted to highlight here, about HubSpot life cycle stages. Now people often get confused with lead statuses, life cycle stages, so we just want to bring it back so we can understand, especially when we’re talking about sales qualified leads.

– Yes, and we’ve shown about this on the show many times and there’s been many blog posts by HubSpot put out about it, and I was prompted by a recent one where they did reviewing this subject again, because it comes up every time. So life cycle stages, we’re not gonna go through all of them, but people say, oh can we create our own life cycle stages? No you can’t, they’re all set by HubSpot. That’s a good thing. Follow their process, it’s best practice in a way, except for one little thing I’m gonna touch on. If you want to have your own optional fields you that lead status–

– Yes.

– Secondary set. However, what you’ve highlighted, one of the life cycle stages, you know, when you’re going through subscriber lead, marketing qualified leads, sales qualified lead, for best opportunity, customer, etcetera. Sales qualified lead, there’s two ways you can interpret it in our experience working with clients. So one, two options. One option is the one that HubSpot talks about, and that is, a sales qualified lead has normally been worked out by marketing in a way, based on behavior to say, this contact is ready to be contacted by sales, i.e. sales qualified lead, they’ve been qualified to talk to sales.

– Correct.

– We find most of our clients don’t like that definition, and instead they want to say, it’s been qualified by sales as a fit for further progress.

– That is a very good point, Craig.

– It’s a good distinction, right? Did marketing qualify it for sales? Or did sales look at it and say, yes, we’ve qualified it. Now, you might say, well how did sales get it in the first place if it wasn’t qualified to give it to them? Well, it depends on the business. Now if you’ve got a business that is not swimming in leads, sales will jump on it and every single lead that comes in, right? This is reality. It’s not the ideal, but this is the, the reality. They’ll look at them, and quite often they’ll call and they’ll contact them. They’ll get straight on it, and as we know, the quicker you respond and talk to them, and then they’ll qualify them. They’ll say yes, this is sales qualified, and then try to push them to opportunity or a deal. The timing might not be right for a deal, so maybe they don’t turn them into opportunity yet. But that’s the distinction. So, in terms of this segment, sales pitch of the week, I think it’s really sales process of the week. This kind of definition is agreed when sales and marketing get together and talk.

– And you know what? You’ve highlighted it really well, that this becomes a problem when people have too many leads, and they’re now trying to figure out, how do I qualify that lead better, and then they start talking. They really get into understanding what is a marketing qualified lead, and what is a sales qualified lead. So it’s really important. I think get that language sorted out, make sure everybody across the sales and marketing teams, and even management, know what you’re talking about, because it just helps clear the air and understand what’s going on. So if you have a common understanding, it helps everything in the business. All right, what’s our HubSpot extra of the week, Craig?

– Well continuing with our–

– Form features.

– We’ve got forms. I just thought I’d clarify, ’cause we’ve had this question from clients. There’s progressive form fields, and then there’s dependent form fields. And quite often clients interchange them and they say, oh, can we have these progressive fields? So for example, we want a progressive field that, if they choose a country, then it shows the state dropdown. And we’re like, oh hang on, no that’s actually a dependent form field. So I thought it’s worth just clarifying what they are. So progressive form field, they’re normally fields when you can say, oh, if this field has been filled out previously by the contact, next time they see the form, take that particular field out and show them a new field. So a good example might be, if they’ve filled out, oh here’s the company I work for, the next time you show the form, don’t show that field again, show another one, like what’s the company size or something like.

– Or maybe what department do you work?

– What department are you in? Good example. That’s progressive. Dependent is actually, the form is there, and if they fill out a particular field, it shows another field, or hides a field.

– That’s right. And you can even do conditioning on there, so you could see if they answer this particular answer, so maybe they ask you, are you this kind of persona, right? And you say, and you select this particular one, then you could say, here’s the next field I want to show based on that answer. So that is the power of dependent fields.

– Deeply powerful, Ian.

– That’s right. Deeply powerful, Craig.

– Now what’s our HubSpot gotcha of the week, Craig?

– Well, HubSpot form options. Worth reviewing that, because remember, there used to be an option for–

– Not me, clear this.

– No, not the not me, but the cookie, the cookieless option.

– Yes, the cookieless option.

– Yeah, which we put up. So typically, the sample, remember you had the example last week, you know, you got an open house–

– That’s right.

– The sales reps there with an iPad. We got a trade show, you got the iPad, you got the form, and you’re just refreshing it each time, entering in people’s details. That’s when you want the cookieless option. Well now, we’ll put in a screenshot. This is the field that you should tick on. Which is always create contact for new email address. The gotcha is, they’ve kind of changed the language around that a bit. It used to be a different label.

– Correct.

– So you might come to this and go, oh this is a new field. No, no, where’s that old one I wanted?

– It’s the old past is new.

– Yes. Anyway, so that’s the gotcha. However, there’s a real workaround, ’cause this actually happened to us. Had a client at a trade show doing an event, they had more than 200 contacts fill out this form. Okay so of course what happened, it was all one contact.

– Yes.

– And so when they’re looking, oh right. Oh the email address. You could see the history of the email address. It was quite a long form, you know, had about 10 fields on it. Like oh, how are we gonna get this out? Do you know how to get it out? Do you know how to get all those out? ‘Cause let me tell you the path I was going down. I was going, oh okay. Can we export the history of each field? Oh no, you can’t. There’s no easy export. Okay, so what are we gonna, how are we gonna split. Oh okay, I guess we’ll have to get one of the teams gonna have to individually go out and pull these all up. I know what I’ll do. ‘Cause that we can probably expose the API, I’ll get the API key, I’ll write a bit of code that just cycles through and pulls them all out. Can you see where I’m going? Anyway.

– I’m keen to see, Craig. That’s where I’m going.

– Tara goes, oh hang on, why don’t I just check the form. Oh, I can export out all the submissions on this form. Here I was going down some ridiculous programming, and then she goes, oh no, you just export it from the form.

– Craig, what would you do without Tara?

– I don’t know. Anyway, exported it out to a CSV, I think it is, and then just imported it in, then he gets all his contacts. So there’s a gotcha, and there’s also tip of the week. Thank you Tara.

– Now I do see one thing on here, Craig, in this list of options, is to automatically create tickets based on a form submission. And I didn’t see that before, but that looks like an option that’s available there to you if you want that to happen, if it is a support form I guess. All right, now onto our market tip of the week, Craig. We’re gonna talk about Google My Business. I call this the Google My Business tear down. Let’s go through it, because I think there’s massive opportunities. Why I wanted to talk about this is, when we talk to a lot of businesses that have physical locations especially, is it’s a massive opportunity for them to utilize this free resource in getting in front of people. So one of the really interesting things is like, we know Google My Business is involved, and so I did a search, and I thought, oh what is Google gonna ask to talk about Google My Business, right? And they said it’s your free business profile on Google that helps your business shop when it matters most. The moment customers are searching for your business, or products, or services on Google Search and Maps. And the whole idea was they said it helps drive customer engagement with local customers across Google Search Maps. So I wanted to share, they had some interesting stats, and I’m sure this is globally. He said there five billion searches on Google for restaurants. I’m like, wow, that’s a lot. Three billion searches for hotels, one billion searches for clothing shops, which is really interesting given retail. 600 million searches for hair and beauty salons, and five million searches for coffee shops.

– Hang on. So five billion searches for restaurants, but five million searches for coffee shops.

– Yes, and I would probably suspect that this probably a global statistically, right?

– But that’s orders of magnitude different. I would’ve thought coffee shops would’ve got far more.

– Correct. No that’s what you would think, but obviously that’s not the case currently. And it might be interesting that people might not actually go to the app to find coffee shops initially, right?

– Yeah, maybe they’ve got their fix all worked out.

– That’s exactly right. So now I find that I do this when I’m in different places. I will actually pull up the app, and I will, and there is an option there. It says, depending on time of day, coffee is one of the options that you can click on to find where you, where the nearest and best coffee is. So I use it in that perspective, but on a daily basis, I don’t use that generally to find coffee, right? More likely to do it for restaurants. So just understanding behavior is interesting.

– I reckon that’s a typo.

– It could be.

– But if it’s true, let’s say that’s correct, that’s fascinating because it totally, the lesson here just looking at that would be, well that’s totally not what I would expect. Oh, there’s a lesson in here. And especially if you’re a restaurant and you’re not on Google My Business, game over.

– Okay so that’s one thing, right? And I think the next part that’s been really interesting in this whole journey is, Google giving people the ability to create their first website. This is how they say, they’ll help you create a beautiful website to engage new customers and establish your business online. And I’ve done this with people that are just starting out, don’t have anything, basically use the information that you put into your Google My Business page, use that data and sucks it into a website, choose a theme, and away you go. There is really no excuse for not having a website when you can create one on Google, after having a Google My Business, in literally like 10 minutes. So I encourage you to do that if you haven’t. I put some actions in terms of this and community stuff there, but one thing that I’ve seen evolve through Google My Business, is this thing, they’ve got a plan now. So when you first log in, it’ll say complete your recommended tasks and reach your goals on Google, right? And I’ve put a screenshot there. It says, you know, visit your insights, view your business on Maps, and learn how people find your business on Google, and then create posts. So, this is becoming really quite interesting. One of the other things I found on here is, often people ask me, how do I easily share, for people to give me Google reviews? They’ve now added a section that says, get more reviews and share your business profile and get more reviews. When you click the button, it’ll give you an option to share it through, WhatsApp was actually one of them. On Facebook, Twitter, you can copy the link and share it. So this will essentially, when people click on it, it’ll open Maps, and then it’ll throw up the review box straight for you. So you don’t have to go and search or do anything. It’ll show it up straight away. Next thing I’d suggest you look at is your performance. So this tells you your views, searches, and activity across Search, and across Maps. And one thing you might be interested in knowing how many searches actually happen on Maps, which surprised me the first time I saw this.

– Can I just check, do you know what activity is compared to views?

– Activity, yes. I do know what activity is. It is to do with people taking some sort of action, and I’ll talk about that. It could be visit your website, request directions, call you, message you.

– Oh okay, and that would explain, ’cause it’s got 22,000 views in your screenshot, but 51,000 activity. So they might view it, but then do multiple things.

– Correct.

– Yeah, they might just check location, they might click the call.

– That’s right. And really, the whole idea about the insights is to show you how you can optimize your customer engagement for better results, and how you can encourage more engagement by interacting with your customers on the platform. Now one thing that’s interesting is that there’s a messaging feature. So once you enable that, but you’ve got to do this in the app to enable that feature. It doesn’t happen on your desktop login. It needs to be on an app. So download the Google My Business app, and enable that feature from the app. I think it takes about an hour to process and get into that. But it’s a great feature to have. Customer actions is what people have done with the listing. So that’s when we talked about, have they visited the site? Have they requested directions? Have they called you? Have they messaged you? One insight that was particularly interesting, which I was looking at, was direction requests on the map, and so you, I’ve got an interesting part here. You’ll see it’s got highlighted areas of a map with postcodes on it. And I thought to myself, if you have a store, this is actually really insightful data. You know, understanding, if I was to pay for some advertising and I know that a lot of people come from this particular postcode, I could use Google Ads to target those postcodes and give a higher bid value to people in those areas, because I know they’re gonna come and visit my store and they’re gonna buy stuff. So I’d have a look at that because that could give you a lot of insight into what people are doing and how they’re finding you.

– Yeah, that’s an excellent overview. It’s amazing just how comprehensive Google My Business is becoming, and as we say every time when we talk about Google My Business on the show, we can’t believe it’s still free. They’re gonna start charging for this soon, folks. So if you haven’t got your Google My Business working well for you now, just get onto it. The window is surely closing.

– That’s right. So now I want to also say, they have things about calls. So one of the really good things, and I haven’t put a screenshot in the show, but the number of calls based on day. And that’s really fascinating, understanding what days of the week are busy for you. If they can track people walking into your store, you’ll see popular times, and you’ll probably see this live on Maps when you search for people. It’ll say, it’ll tell them that it’s getting busy now or this is a quiet period, time to go in. Another really good one was to do with photo views, and this was showing you what photos were, you know, in your profile that were being viewed compared with photos from other businesses like you. So this is really interesting because, it made me realize when I was talking to a customer of ours is that, the number of photos you have versus people’s of similar businesses. Now I’d take this with a grain of salt, because I was looking through in Google, it says, oh, other similar businesses are posting these kind of posts and photos. I’m like, oh, that’s not really related. So it’s still obviously still working stuff out, but obviously this is important. People are looking at photos and they’re doing stuff, and the other really interesting thing was, photo quantity. So they said, what you had, so the photos that you as a business had posted, and customers had posted, versus other businesses like you that had the number of photos that they had posted versus customer photos. And that was a really interesting stat to understand, oh, how are people interacting? Are other businesses like me, encouraging people to post more photos on their listing?

– It’s all about comparing yourself to others.

– That’s right. I’m feeling inadequate.

– That’s right.

– And I remember we were chatting about this last, a couple of weeks ago as well. We were saying, remember we were talking about what the photos are of, and if they have people in them?

– Yes, correct.

– We’re saying, yeah, that tends to have a better response, and yeah anyway, we can go back to it. For instance, in that discussion, listeners you can go back a few episodes where we talked about that in-depth.

– Correct, and you know what? Like anything, they’ve got what the percentage of profile is that needs to be completed. So they’re really looking for people to complete it. I’ve even seen messages now when you’re logging in, it says, look, if your business is affected by the virus, then make the necessary updates so people, when they are searching for you, you know, A, not to come, or B, that you’ve got a special delivery service etcetera on. So I think it’s really smart, like, just getting, ’cause people I know, like I have over holidays, looked at listings, gone to places like for dinner, and then see a big sign on the door saying, oh sorry, we’re closed for Christmas. I’m like, I just traveled all this way to have some food and now I’m sitting in an empty restaurant, right? Anyway, so just encourage you, be mindful of that, that the people are using this to interact with your business, so keep it up to date. What’s our insight of the week, Craig?

– All right, well just quickly, ’cause I know we’re coming up to time, I think, I thought this was just a little useful way to consider good marketing versus bad marketing. And it was prompted by an experience I had recently, which I won’t actually talk about, but it occurred to me that good marketing is when you find the pain, or find the problem someone’s having, and you provide the solution. So you’ve got a problem, here’s our solution to that problem. That’s good marketing. Bad marketing is, you don’t actually have a problem, we’re gonna create an artificial problem to make you anxious about it, and then we’re gonna give you the solution to that artificial problem that we created. And so that’s overly simplistic, but if you think about, just be aware of this, as you’re walking around the street, or watching shows on TV, or just browsing the web, have a look at the marking and just feel, get a feel for whether it’s good marketing or bad marketing. Is it actually a solution to a problem that you really had or is it artificial? And look, in terms of artificial, there’s so many examples. So you know, it’s just about every cosmetic ad by the way, especially cheap cosmetics.

– Yes.

– There’s so many stupid things that are created, most infomercials, most supplements for example. You know, see the ads.

– Yeah, that’s right.

– Oh, this. It’s like, medically there’s no basis for this, that kind of stuff. Have you been in the post office lately? You know you’re waiting in the queue in the post office and they’re just surrounded by all this junk. It’s like, who came up with some of the most stupid stuff? All that kind of stuff, it’s just bad marketing. But when you have genuine problems being fixed by genuine products, high quality products, that’s good marketing. So be good markers in air quotes there.

– Correct.

– Good marketing.

– Don’t ruin it for everybody. All right, throwback of the week.

– Sorry, before we go. You just remind me of something. You know something I really like about TikTok at the moment?

– Yes?

– Marketers haven’t ruined it yet.

– Correct.

– That’s the thing I noticed about it. It’s kind of like Instagram was three years ago. I was like, oh, this is nice. And then marketers came along and ruined it.

– Yeah.

– TikTok’s, it’s not ruined yet. It’s only a matter of time before marketers get on there and ruin everything. But yeah, anyway. Just on the side.

– All right, now what was HubSpot announcing 12 months ago, Craig?

– Interesting. Talking about social media, 12 months ago, they announced, when you connected to social media account, they pulled in all the marketing stats I think for the last 60 days or so.

– Correct.

– Prior to that, it would only show stats for stuff that you’d posted from HubSpot. But what they added a year ago, and now we just take it for granted, you add any account, it pulls in historical data.

– There’s some great report in there.

– Yeah, and it’s great reports, yeah exactly.

– All right quickly, resource of the week, Craig, it’s HubSpot’s not another state of marketing report, and we’ll put a link for the download, and you can check it out. And we will probably go through this in some future episodes. It looks rather interesting. All right Craig, for our quote of the week?

– Well, a timely one this, because it comes from Warren Buffett, and as we record this, the stock market’s tumbling–

– They are.

– And there’s more panic setting in and things like that.

– Oil is going down.

– Keep your cool, folks, and here’s the quote, and most of you will have heard this. I think it’s always good, but Buffett’s talking about how they love hamburgers in his house, but he says when hamburgers go up in price, we weep, but when they go down, we yell Hallelujah. He said for most people it’s the same with everything in life, except stocks. It’s almost like when stocks go down, and you can get more for your money, people don’t like them anymore. So just little words of wisdom from Warren, but what would he know?

– What would Warren know?

– What would he know?

– Well listeners, I hope you enjoyed this show. We’d love it if you could share this podcast with one person that you know, and we would love it if you could leave us a review on Apple Podcast. Well, we hope you have a great week, and until next time Craig.

– I’ll see you on TikTok, Ian.

– Thanks everyone.

– 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.

Episode 193: HubSpot Quotes. Again. And SEO

Episode 193: HubSpot Quotes. Again. And SEO

Welcome to Episode 193 of HubShots!

This episode we chat about improvements to Quotes in HubSpot Sales Hub. And why you should use the  SEO recommendations tool plus the importance of Business Process Optimisation.

Listen to the episode here: https://soundcloud.com/hubshots/193-hubspot-quotes-again-and-seo

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.

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 03 March 2020 | Published: Friday 13 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

Connect with Ian on LinkedIn here: https://www.linkedin.com/in/ianjacobau/

Connect with Craig on LinkedIn here: https://www.linkedin.com/in/craigbailey/

Shout out to Charles McKay.

Shot 2: HubSpot Marketing Feature of the Week

SEO Recommendations:

hubspot seo recommendations

Most of the recommendations are quite helpful.

Some (eg the H1 item) aren’t as problematic (eg here’s Google talking about how it doesn’t matter having multiple H1 tags to have on a page: https://www.youtube.com/watch?v=WsgrSxCmMbM

Shot 3: HubSpot Sales Feature of the Week

Quotes is now its own section (under the Sales menu)

hubspot quotes menu

Recall and Edit quotes (as long as they haven’t been accepted).

hubspot quotes recall

This solves a bunch of my complaints about Quotes – as we discussed in episode 190 recently:

https://www.hubshots.com/episodes/episode-190

Shot 4: HubSpot Extra of the Week

Search knowledge articles in chat.  What is good about this is people have the choice to search the knowledgebase before starting a chat!

Chatflows

Shot 5: HubSpot Gotcha of the Week

HubSpot releasing an update that solves the problem we complained about a few episodes earlier.

Shot 6: Marketing Tip of the Week

Understanding where people are in their journey with your business.

Create a contact property that contains clear options that are not necessarily time-based.  They could be:

  • I am starting my journey
  • I am shortlisting products/services
  • I am about to decide on products/services

Shot 7: Insight of the Week

HubSpot Onboarding = Business Process Review and Optimisation, combined with HubSpot Implementation

We’ve been working with a client, doing their HubSpot setup. What’s become clear though is that their internal processes won’t support the outcomes they are looking for in HubSpot (Eg proper end to end reporting). What’s needed first is to properly define the processes between marketing and sales that will ensure the right data is being captured in HubSpot.

Only with that in place can accurate reporting be achieved.

Shot 8: HubSpot Throwback of the Week

HubSpot added the ability to include attachments in Chat bots:

https://www.hubspot.com/product-updates/use-attachments-for-bots-to-deliver-targeted-content-and-more

Shot 9: Resource of the Week

Facebook Insights to Go > https://www.facebook.com/iq/insights-to-go

facebook insights australia

The caveats: only 1000 or so people, and from more than 2 years ago.

Shot 10: Quote of the Week

“Success is making those who believed in you look brilliant.”

― Dharmesh Shah

Shot 11: Bonus Links of the Week

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

Episode 193: HubSpot Quotes. Again. And SEO

– Hi everyone, welcome to HubShots, episode 193 in this episode we chat about improvements to quotes in HubSpot sales and why you should use the SEO recommendations tool plus the importance of business process optimization. You’re listening to Asia Pacific’s number one HubSpot focus podcast where we discussed HubSpot tips, tricks, features, and strategies for growing your sales and marketing results. My name is Ian Jacob from search and be found. And with me is Craig Bailey from Zen systems. How are you Craig?

– I’m really well.

– What are you rubbing on your hands?

– I’m rubbing hand sanitizer. You know why? coronavirus it’s just everything. Coronavirus what’s the reason for this top market going? Coronavirus.

– That’s exactly right. Slow sales It’s coronavirus

– I don’t mean to make light of it by the way. It is you know, quite important and a serious issue. But yeah in Australia, can you buy a hand sanitizer anywhere? No sort out anyway you wanna buy tissues.

– I was not even aware because I haven’t been to the supermarket in the last week. And for you to tell me, and I just actually did a search and saw some news online where people were, had tweeted about empty shelves in bullies. I was like, what really did I miss this? Anyway, there you go.

– Look, I think that’s really interesting. It comes down to marketing in a way because there’s two things. One is the medical facts and situation, which depending on who you read, you might have different opinions. You know, we are actually having dinner with a friend of ours. She works, she’s a doctor in the emergency section in a local hospital and she said, look, she gets daily briefings and updates on it. They’re well prepared for it, but it’s not a big problem. It’s containable you know all this like not panic about it. Be mindful, be careful. That’s the medical side of it, right? Then there’s the media side, which is seems to be inducing panic everywhere. People rushing and yeah supermarkets being completely cleaned out because people are stockpiling, waiting for this massive panic that’s gonna go on and in some ways possibly will simply because it’s a self fulfilling prophecy. So it’s really interesting just how this is communicated through social and all the different channels and news outlets and things like that. In some ways, this is the first time we’ve seen something like this amplified so much.

– yes

– I think back to the mayors in surs

– Correct, yes.

– Earlier on in when social was such a big pace.

– Yeah, interesting times, interesting times. We live in interesting times. Now Listen, thank you for connecting with us. Those haven’t connected with us. Please do connect with us and leave a note while doing so saying that you listen to the show. We’d love to hear from you.

– I had a few more this week connecting on LinkedIn, so thanks for that lovely to meet you and you know we should do a shout out. Hey, should we shout out to her in,

– I feel like we haven’t spoken in Charles Buckeye for a long time.

– What’s Charles up to? Yes, Charles, what are you up to? I hope you’re doing well Charles.

– All right, Craig, onto our marketing feature of the week and this is the SEO recommendations tool within HubSpot and really there to focus on all the quick wins that we can have with SEO recommendations and it’s prioritized based on levels. So that’s what I’d like to say. Now if you don’t look at this part of the tool, I would encourage you to go in and have a look. We actually went into some of our accounts we were like, Oh, there’s some duplicate content, you know, pages that didn’t have enough text on it. So it’s a great addition to make sure that we are taking the full toolset and utilizing it to our ability.

– Yeah, full advantage of it. And we’ve got a screenshot in the show notes of the SEO recommendations for the HubShots side, which I thought was quite good. I’ll just make a comment. I thought most of the recommendations are pretty good. There’s a few which, and admittedly it was bottom of their list ’cause not a high priority, but they had about should only have one H one tag on your page. And of course we know now that’s not actually a problem. You can have multiple H once it’s fine. And we’ve actually included a link to YouTube where John Mueller from Google says, look, it’s fine. So there are some of those kind of what they used to call conventional wisdom in SEO that no longer apply that they’ve still got in there. But by and large all the recommendations are quite useful, especially in duplicate content. And especially we found duplicate page titles on a bunch of our HubShots site pages, which I would not even think to check because I’d be like, well of course not. Of course we had unique titles cause we did that now, I’m spot identified we hadn’t so really useful. Give it a look.

– I think almost make this a monthly process, Craig, of when you’re looking at your numbers and your figures and what’s going on in your business, I think there should be a part of their process.

– I agree.

– All right, I’ll try a sales pitch of the week, Craig now quotes is now under the menu under sales and okay so let me just caveat this. You will only see this if you have sales pro or sales enterprise. If you’ve got sales data, you are not gonna say quotes under there just yet.

– How many episodes ago? It was a three I think episode 190 I was complaining about this.

– You were, I actually heard about it.

– In fact, it’s one of the things I’ve highlighted to customers and prospects when we’re talking about quotes cause they’d like, ah, so tell us about the sales side and quotes. I’m like, look, the first thing you gotta know about quotes, you can only get to them via deals. We create these custom properties so that you know you can track whether a deal has, and we talked about this in episode 190. And I was complaining about it saying, oh that’s surely they should change this. Ding, ding, Couple of weeks later it’s there. So it’s a under the menu, under the sales when your quotes, you can see a full list of your quotes. It’s really good. Obviously the HubSpot team have been planning this for ages. Then you can see what you can filter by status and owners.

– It’s really good. It’s exactly what we wanted.

– We wanted, so thanks Dharmesh and thanks that HubSpot team. And what are we most excited about in these quotes, Craig?

– Well yeah, but I’ve really got a time, my complaints, you know and I’m sure, well we recorded a couple of weeks ago, probably only came out a week or two ago and anyone that would listen to it at least as we go, what, it’s another salesman, one of these Turkeys going on about, well that’s me. I’m the Turkey. Really glad to say this. Thank you HubSpot.

– Now there is a feature that I really like in there which hasn’t been in there, which is the recall and edit provided the quote hasn’t been accepted, which was not there before.

– It wasn’t and again, something that I complained about I think much along quite a while ago. It might’ve been in the 170’s or one of those episodes where the first one it through quotes, it’s really becoming mature now. I think this quoting process, so really good to say.

– See if you haven’t looked at it and you’ve been thinking about utilizing quotes in your business and you’ve thought, Oh it’s not quite right there. Now’s a good time to go and re look at it and see if you can implement it.

– Oh, by the way, another shout out to Nick’s Eny

– Oh Nick.

– ‘Cause I was complaining about quote. He is good. I was complaining to quotes about quotes to him a month or so ago. I say, no, yeah it doesn’t do this. And you know, it doesn’t though that. And he’s like, ah, yeah, well I do know that the sales the dev team are pretty keen to improve quotes this year. I bet he knew about this, but he couldn’t tell me. He wasn’t able to smell the veins. I guess internally they must know about this, you know, weeks or months since I answer, I’d love to, I’d love to get that inside track.

– But you know how good that we get to test beta features. So we are very grateful for that.

– Yeah.

– All right, And to HubSpot extra of the way Craig and this is searching the beta search knowledge articles in chat and this is, I think this is great because what it does give people the choice to actually search for something or self-help themselves before starting in chat and it’s available all through the site. And I think that’s a great new addition to the chat feature.

– I agree, when I first saw this I was like, I didn’t quite understand the benefit of it until you explained to me how it works and he was my thinking and I just mentioned this listeners, cause perhaps this is what you’re thinking. Like why would I wanna search articles, knowledge base articles from the chat? Why don’t I just use the search on the articles page? You know, it’s a pretty good search. Why did I do it in a chat and as you highlighted two myths well because the chat could be anywhere. It can be on a product page, they pop open the chat, can we do it? Well there’s a knowledge base article rather than chatting actually with person. I think this is really good. And of course now that I see your point of view and how you explain, I’m like, Oh, of course. How did we not have this before? It’s one of those obvious in hindsight things.

– Yeah, and you know what’s interesting is, and this was years ago I think I listen to somebody who is heading up innovation at Telstra, which is our largest telecommunications provider here in Australia. And one Of the things with their support was that they discovered people love to self-help themselves. And I think it was a massive numbers like 70 to 80% of people jumping on to get help solve their own problems by going through support articles and finding things and knowledge bases or forums and resolving without even talking to a support agent, which was fascinating. And just give, gave more impetus for them to make sure that they were actually keeping all their documentation, their knowledge base up to date, replying to people on forums and making information readily available.

– Onto HubSpot gotcha of The week Craig. All right, So you know what the HubSpot gotcha is just a few weeks after me complaining about something. They release obviously a product update. They’ve had it planned for months and they’re basically saying Gotcha. So thank you. So no actual problems. But yeah, they got me.

– All right, onto our marketing feature though way Craig, and this is understanding where people are in their journey with your business. Now while we’re talking about this is people often, especially the people that are using HubSpot will often get confused when someone fills in a form, they give them out as a lead. And then I think when there’s, you know, there’s different, there’s a lead, there’s an opportunity, there’s a marketing qualified lead, there’s a sales qualified lead. So these are kind of like the lead statuses along the way, But then there’s a life cycle status where people sometimes might not understand how that would apply to their business. And why I wanna do this is if that doesn’t feature business and you’re trying to understand where people are in the journey with you, there are some really simple things you can do. And I would say to create a contact property in HubSpot that addresses this. I’ll just tell you some three really simple things that you could do just to understand where people are in their journey so you know when to contact them. The first thing might be you might actually understand that, your first value is, I’m starting my journey so I’m at the start of this journey. Probably not gonna talk to someone. Maybe I just wanna get information. I want to know what’s going on and I wanna get some value out of this. Second one you might be saying, I am shortlisting my products or services. So you know people actually now deciding what they want to do. So they’re in that process of I guess decision in essence with the products and services. Oh sorry, Not the more in consideration. And then the third one would be that you could say, I am actually about to decide about certain products or services. Then you know, Oh okay they’re at the pointy end of this and maybe now is a good time to if they select that is maybe if you’re progressively profiling someone is to give a option to hey would you like to talk to somebody in sales and if so can we have your number? So these are re three clear points that you could start off with and get a clear indication of where someone is in that journey with you.

– All right, so just so I understand Clear on this, this might be a question that you ask them on a form and the three options would be, and I’ll just repeat them cause you covered them. The three options. I am starting my journey. Number two I am shortlisting products and services. Number three I’m about to decide on products and services. I think they’re really good and I think as I said last episode, that word shortlisting I think is such a good word to ask people. The only potential, the suggestion I have that first one, I am starting my journey. I don’t know, people relate or resonate with the word journey, but if you said, I am starting my research, You could

– Correct.

– You know, and for your industry or whatever change at appropriately.

– Exactly, So I pull this out from work because we deal with a lot of builders. So what they actually say in this first one is I’m starting my building journey. So it’s very clear that it’s relate to a building journey that they’re on.

– That’s really good. I really liked this and I just think this is such a nice nonconfrontational way to ask people that as soon as they see short lists. Yeah, right okay I know that’s consideration. What am I gonna go and do to give proof and things like that. And of course when there I’m about to decide ding ding, get on the phone.

– And you know why we did this was we were in a situation with a customer vans where there were too many leads and they were trying to figure it out, sales we’re trying to figure out who should they talk to and not be concerned about. And this was one of the key questions that we were asking so we could understand where people were in that process. I think this is really good. I think it’s very user friendly as well ’cause as a user, if I’m on a site and I fill that out in a form or possibly even a chat box for that matter, I feel I’m in control because I know if I say I’m just researching, they’re not gonna call me. I know if I say I’m gonna I’m bound to decide they’ll call me and quite often I’m like, I want this person, I wanna be contacted straight away, call me. So I’ll choose the third option. It’s great for me and I think for someone putting it out there like really clear rather than trying to amuse some vague thing to trick them into revealing where they are in the journey for the sales benefits for the user benefit. I think this is really good. This is really good tip man.

– And then, you know, that next question I said that we ask quite frequently if they choose option threes, would you like to talk to somebody? And that’s like a yes or no. And so people will often say, so you’re getting a really clear yes or no. It’s not about, Oh, I’m kinda deciding and I don’t want to. And this is a really very clear, helpful,

– I love those forms that say, would you like us to call you exactly what you’ve done, yes Call me, and of course when you call me, I’m very receptive. Okay, inside of the week, Craig, I’m gonna talk about what HubSpot onboarding is And isn’t and perhaps should be Based on a a current onboarding process, We’re going through with the client. We call it on boarding we call it HubSpot ignition. That’s one of our products. You know, it’s basically a three month onboarding piece. And in their mind they thought they’re just buying a set up, get us to come in and it’s an agency set up their HubSpot portal. A little bit of training, but you know, set up all the things, you know, templates, all that kinda stuff. Well I can’t cool with so that was our understanding. As part of that, we say like what’s a key pain point? And for many companies in this company as well, it’s reporting. We can’t see end to end reporting. We want great reporting. We’re like great. That’s what HubSpot’s perfect for, pull it all in one place. So right send us through some of your reporting requirements. Okay, they did that on the sales side and the marketing side, we’re having a call with them going through the marketing side cause it they sent like it’s 10 page document of all the reporting they want. I’m like, my goodness, I think there’s bit overkill, but actually put together by a very thoughtful person who runs marketing. I thought it was, I think he did a good job of putting it all together. But I know from experience that’s like this is overkill. Yeah. It, it’s just like, you know the Holy grail of reporting. Anyhow, so we’re going through that and here’s the point. I’m getting to, we thought we were just setting up HubSpot actually what it turned out that they needed it was business process review. Going through their processes and working out what’s not gonna work. And what’s not gonna work is that sales didn’t have a process for updating back into HubSpot around quotes about process, around leads, lead quality. Cause we’ve talked to marketing and they’re saying, yeah, we wanna know which leads or which sources are actually draining revenue. And I’m like, oh do you have any sense of which leads are good now I know sales don’t tell us. Oh is there anything there? No, so there’s a whole process here which they didn’t have in place and they are particularly a particularly mature client because they’re like craig, we identify, we need that now we see that, let’s get the processes going. So why am I talking about this inside of the week, here’s the thing. Quite often I think especially ’cause this project was led by marketing, although they knew they needed a bit of sales buy-in, but that was gonna come later. What they thought was just HubSpot set up and magically it’s gonna fix, you know, and show me reporting. But actually it turns out their processes couldn’t accommodate and we just, we’re not gonna feed the data in. So here’s the thing for marketing managers and in fact sales managers as well If you’re getting HubSpot. You’ve gotta review your processes. And so our next calls with them are gonna be getting the sales team. What’s your process, What do you do, are you prepared to do this? Because you can’t force sales people to do and you know, some of the best salespeople, often the top performer just does not update the system. I don’t know what there is. There’s a personality, a two hour, too good out there selling they don’t have time for updating the system. So there’s a process that needs to be implemented and agreed upon. Even just this, well, HubSpot call it an SLA. I don’t know if any companies actually do have an SLA of such, but it’s an agreement between marketing and sales. But simple things like, okay, we’re gonna send you this many lanes, but you gotta tell us whether these lanes are any good. The best way you can do that, well, you could tell me, but you could update that in HubSpot so that we can see that and report on it. So I think that’s the takeaway as marketing managers in your business, if you’re trying to get HubSpot buying and make it useful, you’ve got to get those processes reviewed and in some time in some cases changed to accommodate the input of all the data and the touch points.

– I agree, Craig, I’ve just, with one of our clients, we’re sitting on sales meetings now and it just is more apparent to me how vastly different people are within sales teams and then, but some of those new reports, we can see average time to close deals and average sales activities to get a deal to a closed stage. It’s very apparent. It’s either the kind of deals people are getting and a working on or it’s the person who’s working on the deals where we’re actually seeing if they actually logging it correctly, then we’re measuring it correctly for the duration or are people sticking in things as they’re way down the process and then they see a really short sales cycle. So it is very important. And one of the things I discovered, I was looking at the deals, I’m like, well how do I help? Like from a marketing perspective, how do I help you guys on the sales team? Close the deals quicker, faster maybe we can do some, you know, retargeting to people. We can send them content that will help them. Trying to understand that. But one thing I realized in that whole discussion was when I was talking about that then some of the sales guy said, Oh, so some of the things we’ve given quotes for an in system. I’m like, well how do I get a clear representation of what is actually happening in the pipeline, if not every, if everything’s not there. And so again, this is like having a deal is great, right? So that’s one part of the process. A lot of these guys were giving out quotes. They are actually not using any quoting tools because of the kind of products and all the accessories and everything that were being put in. So quotes are happening in all these different ways from word documents then from different systems. So one of the things we’re working on is actually trying to tie that together. So if a quote goes out, we know that it went out and it’s actually coming into HubSpot. So that’s the next thing we’re working on because again, you know, some things are quick, some things are long. So really got to understand the breadth and the depth of this team and what their needs are to make things happen.

– That’s a great insight there. Sometimes just getting that data back as reveal deficiencies. You’ll laugh at how absurd this one is, but at the same company, so they’re using Capterra to drive a lot of leads and they tend to be good quality leads. You’re also using Google ads to drive leads. Now we see them on the marketing side as conversions. They go through as leads and in some cases get upgraded to marketing qualified Jera behavior. They only found out recently. They go and talk to their sales team. They go, ah, so what? They’re trying to get a gauge on which leads are working so then well you know, do they spend more. sales guys I yeah, those Capterra leads. As soon as the Capterra leads, they’re on the phone to them ’cause they’re almost a guaranteed salary. Very high quality, higher purchase intent laid right, as you’d expect from Capterra. This is a software company, right?

– Google ads I say, Oh, so what about the Google Oh we don’t really follow them up. They’ve got ad lead sitting there, there have been there for months that haven’t even been followed up by the sales team yet.

– Wow.

– Right now they can’t see that from the marketing side. All they’re seeing is Google ads is driving cost per leaders Reasonable leads are going in, but because they’re not seeing the end and not getting any feedback from the sales team, right. Sounds so obvious, right? This company is doing very well. They’re very successful. So when companies are doing, growing successfully, all that kinda stuff doesn’t really get focused on, but it’s a missed opportunity and also wasted money. It’s like, should they just stop Google ads? Maybe, maybe not. That’s another discussion because Capterra they’ve actually peeked out like there’s only, you know, there’s only so much inventory that you can get, right? So you’ve gotta be looking at other channels and they’ve gotta be building enterprises. So, and unless that feedback’s coming back, you can’t really track it and say this again, the process, getting that kinda daughter in.

– I think it’s really important to understand and you don’t get this understanding by sitting in isolation. A lot of the people we work with the ones that work really well, it’s where sales and marketing sit together on a weekly meeting and there she’s here, what’s going on? So in both ways it’s like marketing gets feedback and goes, well I could improve this to give you a better understanding of the customer or the potential customer. Sales might be like, Oh this isn’t isn’t working well can we improve that? So there are just little things like even understanding for one of our customers is people when there were bad to talk to people, they were collecting a suburb, right? it’s a free text field type in where you’re located. Now, one thing that I’ve found out in Australia for example, we have postcodes and they’re generally for numbers and there’s very little aversion for people typing in. It’s usually pretty accurate, right? Whereas you could misspell a suburbs or locations, but when you have to type in four digits, people always get 99% of time, get that right. So then it made our tracking in the sales meeting much easier because we were like, Oh, here are all the people that from these postcodes that are, so we’ve got a report from this particular postcode. People are inquiring form and gives us a good information. Whereas before there were all of these, you know, suburbs that look kinda the same. I’m showing up in a report and we didn’t so it was all over the place, but it was something that we picked up in a salesman. It’s like, how do we make this better for them so that they don’t have to guess what’s going on? All right under HubSpot throwback of the week Craig. You know they’re talking about a year ago on the HubSpot product updates blog,

– including attachments in chatbots.

– Did you even know you can do that?

– I had no idea Craig.

– Chatbox you can come to a step and you can offer them a PDF download or an attachment. Well there you go, there’s something we can go and implement right now,

– exactly. I wonder how many people are actually using that. I’d love to know, but there’s so many. It’s so easy to miss these things. I didn’t even know about it, but I mean it’s such an obvious thing. It’s almost like chatbot qualify them. Okay, here’s your download.

– Here’s the PDF. and you know what? There is like in the screenshot previously we were talking about the chat bot and being able to read the knowledge base. There are templates in there when you’re creating your chat bot as to what you want to happen. So you know if it is to book a meeting, is it to qualify a lead. So I would actually recommend people to do that and going to use that or even set that up and test it out. Because if you don’t test these things out and understand what’s possible, you could miss a whole bunch of things. And this is a great opportunity while people are sleeping to take advantage of and be ahead of the game. All right Craig on Theresa of the week and last week we talk about Facebook insights and this is called Facebook insights to go.

– Last week it was based book insight about people. Today it’s about to go, so we put a screenshot in there. It is kinda cool because you can filter down by region, industry, people, moments, campaigns, platforms and it’s, it’s quite visual. So it just tells you some interesting stats and you’ve got a screenshot. One of the stats says that in Australia, 62% of gen Z is surveyed expect brands to contribute to society. that’s interesting.

– It’s interesting that 38% don’t.

– Yeah, that’s right.

– Actually, I don’t know. It’s the contrapositive tree. Does the 38% not expect them or is it yeah, I’d love to know what the, but yeah, 62% of the time and that’s good.

– Yeah, that’s right. Again, like last week I was said insights about people these insights you can use them in, in your marketing material, you can use them to understand what people are doing and you can download some of these and share it. So I would recommend people do that because it’s actually interesting

– And great for slide decks to make you look smart.

– That’s right. Now, what’s the caveat on this, Craig?

– Well, I think like anything sample size was, well it’s a thousand people, I suppose this statistical confidence, but it’s small.

– It is. And some of these reports. One of the ones I had gotten down that interested me, which was about automotive. Was a sample size of 1007 from about two years ago, so that was interesting because until I looked really at the very fine print, don’t not see that and let’s always say, always look to see, to verify where this is coming from.

– I think that’s right when they throw around a number, 62% of gen Z. It’s like, well how many gen ZS is we’ve done?

– That’s right.

– Millions right, and we’ve got a thousand responding to a Facebook conducted survey, yeah.

– That’s taken with a grain of salt, but interesting nonetheless. All right Craig, I coded the week.

– Success is making those who believed in you look brilliant and that’s by Dharmesh Shah, I believe in your Dharmesh.

– We do. Now listen, I hope you enjoyed this show. We would love if you could leave us a review on Apple podcasts, share the podcast with one person that you know and enjoy it and have a great week. Until next time, Craig, catch you later.

– Hey there, thanks for listening to this episode of HubShots for show notes and the latest HubSpot news and tips, Please visit us @hubshots.com.

Episode 192: Best of HubSpot Workflow Automation. And Taylor Swift.

Episode 192: Best of HubSpot Workflow Automation. And Taylor Swift.

Welcome to Episode 192 of HubShots!

This episode we chat about our favourite recent workflow automation features, plus Taylor Swift and Justin Bieber.

Listen to the episode here: https://soundcloud.com/hubshots/192-best-of-hubspot-workflow-automation-and-taylor-swift

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.

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 27 February 2020 | Published: Friday 06 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

Connect with Ian on LinkedIn here: https://www.linkedin.com/in/ianjacobau/

Connect with Craig on LinkedIn here: https://www.linkedin.com/in/craigbailey/

A bit of a throwback episode where we review some of our favourite HubSpot features of late.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Workflow Features Reminder

Review of our favourite recent HubSpot Workflow updates

[1] Merge setting in workflow settings

Episode 188 – https://www.hubshots.com/episodes/episode-188

hubspot workflow merge enrol option 1

[2] Multiple branching (up to 20 IF statements)

Episode 187 – https://www.hubshots.com/episodes/episode-187

hubspot workflow branching

[3] Go Action now live in all Contact workflows

Episode 191 – https://www.hubshots.com/episodes/episode-191

hubspot go action 1

Shot 3: HubSpot Sales Feature of the Week

Looking at what sources your deals originate from can be an eye-opener.

Report Library

Which then leads us to ask how do we better track offline sources.  Stay tuned as we are testing something!

Shot 4: HubSpot Extra of the Week

Reminder: HubSpot Popup Form targeting

Reminder about HubSpot Popup form behaviour targeting that we first covered back in episode 185: https://www.hubshots.com/episodes/episode-185

This awesomeness hasn’t had enough exposure.

hubspot popup forms targeting 1 3

Shot 5: HubSpot Gotcha of the Week

Caller ID in the HubSpot mobile app

When a contact calls you, the HubSpot mobile app uses the phone number values in the Phone number and Mobile number properties to determine the contact who’s calling.

Please note: the phone number values cannot include any spaces or parentheses and must include the + country code and the area code, if applicable (e.g., +353871234567).

Shot 6: Marketing Tip of the Week

Selfless email marketing

https://blog.hubspot.com/customers/selfish-vs.-selfless-email-marketing

But is it realistic? eg one of our most successful clients does a lot of email blasting and it drives a lot of sales.

Shot 7: Insight of the Week

Taylor Swift on Netflix: Miss Americana

https://www.netflix.com/au/title/81028336

https://www.youtube.com/watch?v=40RsbcFRwNA

https://en.wikipedia.org/wiki/Miss_Americana

The power of talent + hard work + authenticity + joy

  • At one point she mentions that before she got a record contract she had written 150 songs.
  • There’s also a scene when lands on a vocal line for a song and has that look of sheer joy that we can all relate to when creativity breaks through.
  • They embrace the daily grind

The part of marketing I love the most is when we embrace a problem, and discover a wonderful solution.

Takeaway: embrace the joy of solutions for your business, clients and team.

Be an artist.

Justin Bieber’s series on YouTube is next on our list:

https://www.youtube.com/playlist?list=PLsifFPg4DahIjrAvcYanjaYE2xyd8NDu8

Shot 8: HubSpot Throwback of the Week

Form update to add a Not You? Link:

https://www.hubspot.com/product-updates/three-updates-to-forms-to-help-you-manage-your-contacts-information-better

We chatted about this in episode 152: https://www.hubshots.com/episodes/episode-152

Shot 9: Resource of the Week

Facebook People Insights

https://www.facebook.com/business/insights/people

Shot 10: Quote of the Week

“During a recession great brands invest in marketing”

  • Many people have said this, but we were reminded of it recently by Scott Galloway on the Pivot podcast.

Shot 11: Bonus Links of the Week

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

Episode 192: Best of HubSpot Workflow Automation And Taylor Swift

– Hi everyone, welcome to HubShots episode 192. In this episode we chat about our favorite recent work flow automation features in HubSpot, plus Taylor Swift and Justin Bieber. A list to Asia-Pacific’s number one HubSpot focused podcast, where we discuss HubSpot tips, tricks, features, and strategies for growing your sales 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?

– Good, and you know, trying to appeal to the younger demographic with our fancy Taylor Swift references but looking also keeping with a recording artist theme and albums, it’s a bit of a best of.

– It is.

– And really that’s just a reminder of some really cool features. There’s been lots of really cool features lately, and we’ve covered them in previous shows but it’s easy to lose track

– It is. of them let’s just do a bit of a recap of them yeah.

– So firstly our growth through the way Craig. In-bound is around the corner. I got an email actually to register for In-bound.

– Are you going this year?

– Yes.

– Excellent.

– So do that and connect with us on Linked-In. And when you connect with us on Linked-In, please write in the message that you listed the show so we’d know who you are. Otherwise, I think people trying to sell me stuff, which is happening quite a bit.

– I had a great connection request from someone the other day. They said, hi, Craig. I’m not trying to sell you blank, blank. {giggles)

– Do you know what? I got that too.

– Did you get that same one? And it was such a good message. Listen to the show. Just in Australia. Thanks for listening. Kind of thing is really good.

– Yeah. And we love hearing from you. And thank you for listening. Now, Craig, our Hubs are marking feature week. Is the Hubspot workflow automation features?

– So this is where the best of kicks off. And they’ve got three workflow features, by the way, do you call them workflows or automations?

– Look, I do call them workflows, but more and more as I talk to different people and customers and potential customers, it’s automation. It’s how do I make their life easier by automating as much stuff as we can to give them a better result.

– And I think some portals. I think ours, for example, still has workflows in the menu. But most the new portals have automation. I think mostly other tools on the market, like even mailchimp, call them automations, campaign monitor maybe can’t remember all the others. But, there has been this shift away from the word workflow to automations. But I am so stuck in legacy mode, I just refer to them as workflows.

– Now Craig, I’ll just remind you the menu item does say automation and workflows is within marketing and sequences is within sales. So that’s how they’ve split it up.

– Right. But I think in some portals, I’ll just have to check this, but it’s different in some portals. And also if you don’t have any sales features, there’s no dropdown. I think it’s just automation. I’ve seen multiple different menus.

– There testing and measuring.

– Testing, measuring. Anyway, I think it’s gradually moving over everything as automation but of course, it’s called marketing automation. That’s the term in the industry. So it makes sense that they use automation there.

– Correct. so. Craig, what is a first automation?

– All right. So I want to remind you of this one that was released only recently, and we took this back in episode 188. And this is the merge settings.

– So much joy and enthusiasm.

– Yes. in workflows, so this overcomes the problem where previously if you’re merging two contacts, the second contact coming in would suddenly trigger a workflow that the first had been in and all kinds of confusion could ensure. And this setting allowed that to be turned off for workflows. So if it was a emerg, then they didn’t fire in the workflow. So that’s great. I’ve got a screenshot there. The wisdom is go through, turn that to no probably from most of your workflows unless they set properties.

– So what is the default Craig?

– I think the default is yes. Which is basically the behavior that used to happen.

– Correct. All right, number two is the branching multiple branching of up to 20 if statements.

– Yeah, we talked about this in episode 187. This is so good. This overcame that whole nesting on nesting on nesting of branches. If then all well if it does then go into another branch and then another branch. And this kind of like incomplete, Spider webs nest.

– Yes.

– So now you can just have up to 20 choices in a single branch. It’s really good.

– And our final one, which brought us great joy, was the go action in contact workflows.

– I just talked about this last week. And as we reminded listeners, if you had a new portal, you would have already had this for a couple of months packed for all the legacy customers. They have now rolled this out all, because they completely rebuilt the workflow engines and now in contact workflows or automations. They have the go command.

– All right, that’s our HubSpot sales switch OF the week, Craig? And this is I sort of highlight this report. It’s called Deal Totals by Source. Now, why this is interesting is a lot of our customers are now asking for this information and going well. We’ve got you know, we’re doing Facebook ads we’re doing Google ads we’re doing, we see a lot of organic traffic. We might be advertising a magazine somewhere, doing shows. We might have people coming into our showrooms. How do we track that Our marketing spend is actually creating deals? So there is a default reported there that says a Deal Total by Source, which is great. So it tells you, is it organic? Is it paid? There is a no value in there as well, which I going to dig to the bottom of. But then there’s off line. And is generally across businesses that we work with, we find there’s is large bulk of deals that come from off line sources. So they could have picked up the phone and called in, they could have walked into a location. Those kinds of things they might have actually said that they saw in a magazine, for example, anyway, which got me thinking, how do we get to the bottom of this and how we better understand where these sources are coming from. So, the first thing we’ve done is we’ve created a custom lead property, lead source property for that business. So I think I highlighted this in the last episode where we say, you know, what are all the mediums that we’re using and we track that. So could be you’ve got site Banners, you’re using magazines and you’re using newspapers using mail.

– Billboards,

– Billboards, etc.. They’re all valid. And then what we’re gonna do is we’re testing something with Service Hub to try and marry the two apps. And like I’ve just I’ve just implemented this today for a customer of ours. And I will be sharing a follow on from this about how we can try and tie this better back and minimize the off-line sources to understand where people are originating from.

– All right, so just so I understand this is really cool cause we’ve had this in terms of contacts and customers in the marketing reports. You know, that’s just a general source’s report. But this report is basically okay. It’s great you’ve got all these contacts and leads. But of the ones that created deals,

– show me the.

– Came from. So wouldn’t that be interesting cycle? We’ve got all these leads coming from Facebook here, but no deals.

– Exactly.

– So this is a really good way to differentiate. And of course, that’s what sales wants to know and marketing should want to know.

– Correct. And I think more and more as I, work with sales teams and with organizations that are actually doing sales and marketing alignment, well, we’re delving more and more into this to understand, hey, where are we spending our money? And where is it getting us the biggest return?

– And another reason this is really good. This is especially good for companies that have a long sales cycle, because even from the sources report, you could tell where they were from customers, you know, they became a customer. You can see their original source. But if you’ve got a sales cycle that takes quite a while, but deals couldn’t quite often come in quickly because sales are working them. So you might see that a lot quicker than having to wait to when they became a customer. The other thing I’d be interested in is what’s if customers have multiple deals? So previously on the marketing reports, just as sources report. Well, customer, I came from here. Okay, but what about multiple deals? So again this is a really good report, really valuable.

– All right, onto HubSpot. Extra of the week, Craig. And this is one of our favorite.

– This is another best-of. And so. Well, but best-of would just be used pop up forms, kind of like I would say every time. By the way, I’m sick of having to clarify with people that when I say a pop up form, I don’t mean a pop up form. I mean a slide in. And by the way, shout at Chris Higgins for commenting on that, I think in and for appreciating or relating to what I was saying. Thank you, Chris. And thank you for your kind words, by the way. Very nice of you. But we never have actual pop ups that take over and annoy you. Whenever I talk about pop ups, I talk about slide-Ins. That’s why I used to think lead flows as such a much better, better term. So anyway, I’ve got off topic having a bit of a rant, but back to pop-up forms or slide-ins. This behavioral targeting which they released I think was only a couple months ago. And I know we talked about an early episode 195, but I don’t think this feature has had enough exposure. It’s behavioral targeting which allows you to create funnels of lead flows. So you can have art. Don’t show that lead flow if they’ve already filled in that lead flow, for example, or they’ve met some other criteria. So I got a screenshot in there, should be using that. It’s a killer feature and it’s not getting enough love.

– I couldn’t agree more, Craig. All right. Onto our HubSpot, Gotcha of the week Craig, and I don’t know what to say about this. Now, you might know that the caller I.D. is available in the HubSpot mobile app. So that’s a relatively new feature that’s been rolling out. So the holidays, when a contact calls you, the HubSpot mobile app uses the phone number, values in the phone number and mobile number properties to determine the contact who’s calling. Right, now you’ve got to give your, you’ve got to give their permission to do this for it to work. I was trying to say with a customer and it didn’t really work so well. Hang on. What’s going on here is a big caveat, right? Please note the phone number values cannot include any spaces or parentheses and must include the country code and area code if applicable. Now, a lot of our customers, in the mobile phone and phone fields have spaces in them so they can read them easily. But this does not bode well with this feature.

– Look, I think you’re pretty polite and I’m just going to say this is ridiculous. And by the way, it’s 20/20. And do you know how many websites when I’m filling out or signing up, I put in my mobile. I naturally put spaces and it gives an error? validation error? Cannot include. And sometimes it’s so obscure that I cannot include special characters in the phone, I’m like what? I take out the spaces and valid. I’m like, seriously can. Why? This is a problem that should have been solved years ago. Naturally put spaces in. Who doesn’t naturally put spaces in? It’s much more readable. Quite often I just copy it straight in. Surely that validation should just automatically remove spaces, dashes, parentheses. I mean, why do we have to do this? This is why This is what software should do,

– You know and this is the hard the hard choices I’m faced with. We with a customer of ours is like this great feature. It ain’t going to work. So I was actually thinking, well, Most people give mobile numbers. I was actually going to try copying the number from the mobile number field into the phone field without spaces, basically clean the data and loading it back in against the phone fields so we could do a match. Obviously, if they gave us a phone number and a mobile number, that ain’t going to work. But in the in this instance where they most of the time people didn’t give two numbers and they were talking to the person directly, it would be fine. But I thought, what a waste of time.

– It’s ridiculous, by the way. You’ve got an iPhone. I’ve got an iphone. Can add a new contact and put your mobile number. Apple will automatically carry out at every time you type it in spite, It actually space’s mobile number, Randers beautifully.

– And you know what? That’s half the problem in my whole processor demoing. And setting this person up to use the app and I was telling, hey, you can add a contact this way. You know, open the app, go to contacts, click the big plus button at the top, say import from phone. It’s going to import with the spaces it ain’t taking any spaces out. So anyway, is my rant. They should fix it.

– You know what I’d like to see? Here’s the little features that HubSpot could put in the CRM and also the app as well. You know when you copy and paste.

– Yes.

– I’d love a copy. So I always want to see the phone number in the format, local format. So mobile in Australia it’s different in the US and you’d call it cell. But in Australia we call it mobile and it’s really it’s for digits then it’s three,

– three

– And it’s three Right. This is standard and I’m sure every country’s got their standard. So whenever I want to see a mobile phone or I would just want to say and of course my iPhone shows it to me like that. But when I copy, I’d like to be able to just copy without spaces or direct cause. If I’m copying out of HubSpot chances, I’m going to paste it into somewhere that is still suffering from this ridiculous lack of validation snorts. So it should just. It’s almost like a main option copy without spaces copy, you know, clean everything removed. That would be nice. So that be HubSpot solving the problem for someone else’s issue. So they don’t have to. But these are the things. Why are we still stuffing around like this in 2020? Onto our marketing, of the week, Craig, self-less email marketing. And this is a blog post on HubSpot that talks about selfish versus selfless email marketing.

– So what’s interesting about this, is I’ll call it a idealistic post about email marketing being high quality, low spam, basically providing value. And it’s a good post You should read it and they outline things to consider when in your emails to make it more engaging and useful. I really like the approach and the attitude of this blog post. But here’s my question. Is this realistic? Because we know from experience, I’m sure you are the same. With the companies that we work with, in the B-to-B space, bigger corporates. they do a lot of email blasting and it’s brand and stuff coming out, and it works. And in fact, we have metrics with some of our clients where we know every email blast is going to result in two to three deals. We just know it’s going to work. So we just keep doing it. We can change the types of emails, we’re trying to make the more engaging path. Via pres ales, they just like, here’s a new feature we’ve got here’s a new deal, here’s a new. They just work and these are big corporate deals. So why am I mentioning this? It’s because, sure, you can take the idealistic that this blog post is pushing for, but you’ve got to balance it with the realistic. And I would love a world where we just had engaging high value emails. But I know from experience that you will do what works.

– Exactly, and I think if you’re selling a product where it lends itself to easily being bought, it’s only natural. I mean, think about how we interact with emails, where we get offers or we both love watches. It’s a Watch that we like. What do we do? We click on it. We want to say we know the price. We want to see more information about it. So it clearly works like, I’m sure a good friend that sends us e-mails about watches, is gonna be thinking,wow, look at these two turkeys clicking at all these links at the same time. But you know what? That’s the reality of it, right? Everybody’s selling something to make a living, to provide for their families, too, to provide for people that work with them. And that’s what keeps the world going round. All right, what’s our inside of the week, Craig?

– Okay. So this is where we’re gonna talk about Taylor Swift. And you’ve put me onto Justin Bieber. My wife said there’s this documentary on Netflix about Taylor Swift. Do you want to watch it? I was like uhm.

– I’m sure you were absolutely excited.

– Was like oh uhm, sure. You know how much. And by the way, my wife’s not Taylor Swift music fan. She doesn’t really listen to her music, but she really likes her as an artist. I was like, okay, well, what’s you know, let’s have a look this documentary. And it’s wonderful. It’s so good. And I recommend everyone to watch it. I think it’s fantastic. It’s a real insight into her. Now, the caveat is she has been very involved and, you know, approved and it’s, you know, so I’m sure it’s been massaged for her benefit. But I do feel it gives an insight into her as an artist. And here’s a few things I learnt and found out about it. So she is incredibly talented and you’ll just have to take my word for that. I know some people. I know I know some pop art talent, but she’s very talented. However, she’s incredibly hardworking.

– Yes.

– And she is very authentic. I feel all of her songs that she’s written are kind of about her life and things. And in this documentary, you see some of that coming out.

– Yes

– And she’s joyful as well as this kind of combination that she has as an artist, as an artist and someone things like before her first album, I did not realize how enormously successful she was And I know that sounds strange. Of course, Taylor Swift, you know she is. I realize that. But when you see how enormously successful she is and how hard she worked, she before she was even getting interest in a record contract she’d written 150 songs. This is as a teenager.

– Wow

– She was out just playing anywhere and everywhere she could just to get out. And she loves music. She is an artist. And what you see in this documentary is how hard she’s worked and how passionate she is about what she does. She’s not just some bimbo spouting off some other someone else’s songs and things like that. And you see her in the studio. And one of the things that really moved me is when you see her working on a song and I love these behind the scenes things where you see her composing. She’s working with one of her producers and co-writers, she’s working on a lyric, trying to get this lyric because she’s got this tune cut. And she by the way, she just you would feel like she just pumps these out. She’s on her iPhone talking about it. There is this sense of joy where she’s working up a lyric and it clicks. There’s this creative moment and it’s captured on the film. And you see it and you see this sheer look of joy on her face. It’s just a beautiful moment. Anyway, you’ve got to watch it. I’ll get to why I’m talking about this in a second. But when I was telling you about this earlier, you were actually saying, ah, you’d been watching a documentary about Justin Bieber. So what were your thoughts on that?

– So Craig, Why I brought that, because after you were telling me this story, just like you’ve told us just now. And hang on. I was watching a YouTube original series about Justin Bieber. It was really fascinating. Because I was observing his life and how he’d kind of got to that, some of the things he’d gone through. And even his new wife. Just understanding in you in this documentary, you see how hard he actually works. And he’s in the studio. He’s he’s organizing how he’s singing the songs. He’s recording lines over and over again. And it just resonated with me with what you were telling about Taylor Swift was, all these guys that are doing great are putting out great albums. Right, they are doing hard work. There they they’re in their day in, day out. Rain, hail, shine. They’re doing and they do it because they love it, right? And I think that’s what we discovered, it’s like it’s like us we play with, sorry we play with we work with HubSpot, we work with marketing, we work with sales teams. We’re doing this every day. It actually gives us a buzz, like when I was explained to you that thing I was testing out with marrying off light sources. I know when I was actually thinking about that for a couple of weeks now about how we could do this. And it just happened that I was in this meeting with the operations manager, and I was thinking, oh, maybe I should give this a go. I got so excited at that point. And I saw the same excitement in the Taylor Swift preview you played for me. And even in the Justin Bieber, like when they get stuff, the excitement and joy that they have was fascinating. And, you know, I think we can learn a lot from that.

– I think we can. My takeaway for this, because listeners might be going. What on earth are you talking about and how does this relate to marketing? It’s this. Be an artist. And I don’t know that sounds really cliched and lame and that kinda thing. But be an artist, because there are those parts, the parts I really love about marketing those moments, like you just talked about one of your experiences where you come up with this solution to a problem and there’s this joy in creation. I think when you come up with a really cool solution and it works, sometimes it doesn’t even work or it doesn’t give the results. But quite often it does. And you’ve come out thinking, wow, this is awesome. This is piece of marketing, piece of storytelling, a piece of technical implementation.

– Yeah.

– That solves a problem and does it well and adds value and all these things like being an artist. So cherish those moments because a lot of marketing is just drudgery and that kind of stuff. And as you pointed out, Taylor Swift and Justin Bieber and of course, all the millions of other artists that try hard but maybe aren’t even successful, they do the daily grind. They just keep working and working from those moments of inspiration and creation. And that’s what drives me. And, you know, we’re lucky enough to be in positions where we often experience that Joy.

– Well said, Craig. All right Craig a HubSpot, throwback of the week. What was happening?

– They were making some form changes a year ago and they added the Not You Link. This is on a form where that had a little link up a top. Right, it says, not you. And you could link. So you’d come through to a form on a page. That’s not my details. Click the not you and fill out your own details. That was a year ago and feels like it’s been there forever.

– I know it does. And that was in episode 152, Craig. Now, Craig of Rizos of the week. I’ve been digging around with Facebook, of late, and I came across this Facebook People Insights, which is really fascinating. And it’s a whole library of things where they talk about giving insights in to, let me just say this understanding consumer behavior across generations, geography’s devices and time. And it was really interesting. There is so much of content there in understanding. Like one of the things that they’ve released recently in, this is, I’m sure wherever you are, you’ll get relevant information. But there’s a really good one there, about hot topics in Australia, in November twenty nineteen and actually nicely graphs out. What were the hot topics at the time? So well worth looking at because you might actually gain insight into people that you’re trying to help and understand where they’re going, what they’re doing. What are they thinking about. It’ll actually help you. Craig, what’s our quote of the week?

– It’s not a direct quote and it’s not a new idea, but I was reminded of it when Scott Galloway on a recent Pivot podcast. You listen to Pivot still.

– Yes. Have to say I.

– I love it. Scott Galloway pivot so good. And by the way, shout out to the what’s the podcast power use? Outcast is it? Over. Overcast.

– Overcast.

– And the quick. 15-second Fast.

– I love that.

– All those ads. Skip, skip, skip. Skip. It’s good anyway I’m sorry. Cause theyr’e revenue source. We should be listening to those ads. But only by the way, their ads aren’t localized. They’re all US ads. US insurance. US products that we can’t even get here in Australia.

– Into our US listeners we love you.

– We do love you US listeners.

– SO, what was the quote Craig?

– What was the quote?

– Anyway here’s the quote that Scott said, he said during a recession great brands invest in marketing. And that resonated with me because we’ve got a number of clients in certain sector that it’s very seasonal. And so over the Christmas New Year break in January and in fact February, they are so swamped with leads and they are so busy, they they’re saying, can you turn the ads off? We actually had someone say, ah, can you turn all our ads off? We’re just swamped. We can’t handle them. And we’relike a great problem to have. Yeah we’ll turn them off. We’re now saying, look, we’re gearing up for when it’s not not because this is very seasonal. And I’d love to take credit for how good it is, but of course, it will drop down in the colder months, and someone said fill up your pipeline, you can be nurturing through. And then also make sure you increase your marketing and everything, because typically what happens when it goes down, well, what expense I want to cut all revenues down. But a cut marketing here is the planning, planning for when it comes down again. Have your pipeline filled. But also be sure that you’re gonna be planning for spend in those down times.

– Now that’s really great advice, Craig. One thing that I have noticed when talking to different people over the recent time is that people are not understanding where people are in their buying journey. And I’m finding all too often people are tagging people right at the bottom, right at the end, because they haven’t actually segmented or asked the question upfront where they’re at. Makes it really hard to understand and forecast for what you’re going to do. So, really simple thing you can do, is when you’re using your CRM when you’re using HubSpot, have a field, you can use, the lifecycle stage, but you can have another field about where people are in their journey that is relevant to you or to your business or your product. Clearly, map that out and ask those questions on a form wherever it is and get that at least you know when your pipelines are filling up. You can understand which ones you need to nurture. Which ones you need to put on the back burner and which ones you need to attend to right now. You’d be really surprised asking such a direct question. What the answer you can get. Don’t make this free text. Make sure you actually put it in the dropdown so people can select it. But it really gives us a very good insight into what people are thinking and what they’re doing as they traveled through and research and interact with you.

– Yeah, I think that’s really good advice. I think we’ve covered this in a number of previous shows. But just to clarify, so this would be one of those drop-downs that says what’s your timeframe for purchase. And the first option is just looking or just researching, next option might be next month or one to three months, three to six months, et cetera. Is that the kind of field that you.

– Yes, I mean, we’ve taken out a lot of anything to do with like in terms of timeframe. We’ve just essentially said, are you at the start of your journey and you’re looking. And then there’s a key point where there might be deciding on a certain product. So we say your you’re deciding on this product. And then we say, have you short listed any, you know? So I’m kind of like.

– Have are you shortlisted.

– We actually know that they’re in that stage. We’re thinking, oh, look, I’m comparing HubSpot with Marketo and Salesforce. And so we know that they’re thinking that whereas at the start they’re like trying to figure out what’s going on. Is this a right fit for me?

– That’s the tip of the week right there. Have you shortlisted any products? That’s a really good qualifying question. I love it.

– All right, listeners, we hope you’ve enjoyed this episode. We’d love you to a connect with us and tell us you listen the show, be go to Apple podcasts and leave us a review and share this podcast with somebody that you love. We hope that you have a great week. Until next time capsule catch you later Ian. Thank you for listening to this episode of Hubshots for sure notes, resources HubSpot News, including practical strategies you can implement. Visit us at HUBB Shots dot com.