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Monthly Archives: August 2020

Episode 216: Deal forecasting, Progressive form fields example, Showing respect

Episode 216: Deal forecasting, Progressive form fields example, Showing respect

Welcome to HubShots Episode 216: Deal forecasting, Progressive form fields example, Showing respect

This episode we discuss:

  • The full show notes are now sent in our weekly notifications email
  • Adding lots of bonus links each episode
  • An example of using Progressive Form Fields in HubSpot forms
  • Deal forecasting reports
  • A gotcha to avoid in CTA links
  • Showing respect for people
  • Recording your name on LinkedIn
  • Our App of the week

Listen to the episode here: https://soundcloud.com/hubshots/216-deal-forecasting-progressive-form-fields-example-showing-respect

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.

Recorded: Thursday 20 August 2020 | Published: Friday 28 August 2020

Shot 1: Growth Thought of the Week

Shout out to Jennifer from Toronto! Thank you for the kind words.

Full Show Notes Emails Are Now in Place

Our notification email now has the complete show notes as part of the email – no more having to click through to the site – less traffic for us, a better experience for you.

If you want to receive the full show notes, simply fill out any of the forms on the HubShots site.

More Bonus Links Each Episode

Another reason to get the show notes, we are adding a lot more bonus links in the show notes now. More than we have time to chat about in the show. But useful for keeping up to date with industry resources and what’s been happening in marketing during the week.

I (Craig) read a ton of interesting articles each week and will be using the show notes to share them with you. See Shot 11 later in the show notes.

Shot 2: HubSpot Marketing Feature of the Week

Progressive Form Fields

Progressive forms allow you to request further details from contacts each time they fill in a few fields in a form. We covered this back in episode 194, but worth reviewing again with an example.

An alternative to having one huge form with lots of fields.

For an example of progressive form fields in action try filling out the notification form on the HubShots site – you will end up being asked to fill in a total of 18 fields – you have no privacy!

Here’s the initial thank you page:

hubshots notify 1

Click that button and the cycle begins! You’ll be taken to a form with the first progressive fields showing:

hubshots notify 2

Fill that out and submit and the process starts over – with a request to fill in more fields.

Have fun!

Here’s what the form looks like in HubSpot:

hubshots progressive fields

Experience the joy of progressive form fields here.

(Note: not to be confused with Dependent form fields – which you can consider to be logical or conditional fields.)

Shot 3: HubSpot Sales Feature of the Week

Deal Forecasting Report

Deal Forecasting – this is a useful report to understand what you have in the pipeline over the coming months and where you need to focus.  We have been asked this a few times lately by sales managers on how to see this information.

You can find this on the Sales Team Productivity > Deals Dashboard.  Note: you must have Sales Professional or higher.

Sales Team Productivity   HubSpot

Shot 4: Consumer Insights of the Week

How to stay on top of market trends in a dynamic environment

Using Google Trends in a dynamic environment

In this dynamic environment, people’s needs are changing constantly. To keep up with shifting behaviors, consider Google Trends, a free tool that provides access to actual search requests across Google Search, YouTube, Shopping, and Images. By entering a keyword or a topic, you can explore what the world is searching for in near real time.

To help you stay on top of these shifts, the Google News Lab is curating global trends related to the pandemic with an option to dive more deeply into any of 24 local markets.

Shot 5: HubSpot Gotcha of the Week

Update your CTA links when you move from Staging to Live

If you use External links in your CTAs that actually refers to HubSpot pages on Staging, they won’t be automatically updated when pushing from Staging to Live.

The link should redirect anyway, but always better to update the links so no redirects are required.

Ideally use the HubSpot page option (as opposed to External link):

hubshots cta 2

Here’s how it looks in the CTA settings:

hubshots cta 1

Shot 6: Marketing Tip of the Week

Showing Respect

One simple way to show respect is to do your best to pronounce people’s names correctly.

A simple example in the news at the moment: Kamala Harris

Her name is pronounced kama-la.

Think ‘karma’ plus ‘lah’ or ‘comma’ plus ‘la’

Record your name on LinkedIn

Did you know you can now record your name on LinkedIn so people can listen to how you pronounce your name? Try it out on Ian’s profile.

Ian Jacob   LinkedIn

Shot 7: Insight of the Week

G2 places HubSpot at the very top right of their Marketing Automation grid. Surprisingly they are closely followed by ActiveCampaign. Kinda weird to see MailChimp in there as well. Shows that what people consider as ‘marketing automation’ is quite broad. But also shows that it is based on user satisfaction combined with market presence – the importance of marketing!

Best Marketing Automation Software in 2020   G2

Shot 8: App of the Week

Readdle Documents on iOS

I’m using this app to listen to audio files (that aren’t available via podcast feeds).

Really useful because it allows you to play files at 1.5x and above speeds. Previously I was saving to Dropbox to listen to audio files, but there are no speed options there.

Let us know if there is a recommended Android app to use.

Shot 9: Resource of the Week

SEO: How HubSpot improved Site Speed

Hat tip to Martin for alerting me to this one: HubSpot’s analysis of items they fixed to improve their site page speed. Deferring scripts and images and removing CSS and animations were key.

Shot 10: Quote of the Week

“Learn the rules like a pro, so you can break them like an artist.” —Pablo Picasso”

― Timothy Ferriss, Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers

Shot 11: Bonus Links of the Week

SEO: B2B Keyword Research

Conversion XL has an in-depth process for planning out keyword buckets for B2B companies. Worth a read.

SEO: How many sites pass Core Web Vitals?

Analysis by Screaming Frog highlighted that only 13% of the sites they tested passed the Core Web Vitals benchmarks. Note: only 22,000 URLs were tested, but they were from top performing sites based on keyword searches. Takeaway: there’s opportunity to improve for lots of sites.

SEO: Internal Linking Refresher

Monster post by Kevin Indig covering internal linking basics, then advanced planning. Dispels a lot of the old practices that are no longer relevant and then discusses scenarios including large sites and ecommerce.

SEO: Shopify Speed Optimisation

A ton of tips for improving the speed of your Shopify site.

Content Marketing: Everybody Wants Thought Leadership

Wonderful post by Kate Parrot at Animalz discussing what real thought leadership is and five main sources. Lots of examples, plus whether your company should do it – hint: are you prepared to put in the effort to produce something you’re proud of?

Sales: Enterprise Go-to-Market Playbook: Growth+Sales

Insightful post from Andreeson Horowitz on the Growth+Sales playbook for Enterprise sales. The move from industry analysts to end users being the decision makers. It’s a consumer mindset approach – the best product that gains adoption wins.

Shot 12: Follow Us on the Socials

Connect with HubShots here: HubShots YouTube channel – HubShots Spotify channel – HubShots Facebook group – HubShots Twitter – HubShots Instagram – HubShots LinkedIn

Connect with Ian Jacob on LinkedIn and Craig Bailey on LinkedIn

HubShots is produced by Christopher Mottram from Podcastily.

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

Episode 216: Deal forecasting, Progressive form fields example, Showing respect

Full Transcript of HubShots Episode 216

– Hi, everyone. Welcome to HubShots, episode 216. In this episode, we talk about deal forecasting, progressive form fields, or progressive profiling and showing respect. You’re listening to Asia Pacific’s number one, HubSpot-focused podcast, where we discuss HubSpot tips, tricks and strategies for growing your sales, marketing, and service results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems. How are you Craig?

– I’m well Ian. Ready for take two of the show.

– That’s right. Now listeners, we wanted to say thank you to those who’ve connected with us, and I’ve got a shout out for Jen from Toronto, Canada. Hi Jen, thanks for connecting with us and thank you for the kind words. And we do hope all our listeners get a lot out of this show. So keep connecting with us and giving us feedback. That’d be fantastic. Now, Craig, what have you got that’s exciting for us.

– Remember last episode, I asked if people were interested in full show notes, thanks to the people that replied and said, yes, they’d like that. So now we have that in place. So if you go to the HubSpot site and sign up anywhere, any of those forms that say, be notified about upcoming or future episodes, it means each week they get sent out on Friday mornings, Australian time. You will get the full show notes complete with all the links, all the screenshots, everything in email. So you don’t even have to come to the site rather than before where you just got that summary and had to click through. So I hope you enjoy that. I’m actually enjoying that with a lot of newsletters I get. The full content, I just like reading it in my email client, not having to click through and load pages and all that kind of thing. And the second part of this is because we’re going to, I guess, be in more inboxes. We’re trying to expand out the show notes to include a whole lot of bonus links. I read a lot of blog posts and articles during the week, and I thought I’d just start sharing a few of the more interesting ones. So in shot 11 of the show, I’ve started to put in some of those links. We might have time to talk about them in the show, but if you get the show notes, they’ll all be in there. And so you can click through and stay up to date. And our goal is to build that out to be basically a resource on its own each week.

– Now listeners onto our HubSpot marketing feature of the week. And this has to do with progressive form fields or progressive profiling, as we know it. And this is the ability to request further details, each time someone fills out a form. And we talked about this back in episode 194, as an example, to having a form with lots of form fields in it. Now, as example, you can go to hubshots.com and you can fill out the notification form on the site. We have 18 progressive form fields in there. So if you think, oh, I’ll just keep clicking next, next. And Craig has done a great job where he says, oh, if you’ve got another 10 seconds, do you wanna give us more information? And you keep getting the thank you page with the next form filled. And so Craig has basically labeled this no privacy because we’ve tried to collect as much data as we can. So think about it in your business, are you using this feature to understand more about the people you’re dealing with? Is there a question that you can ask that will help you get a better understanding to help the person on their journey?

– Yeah, so that’s right. So if you wanna experience the joy of never ending fields being requested, like I said, if you wanna sign up for the show notes, any of those notification forms, they’ll take you to a thank you page, which then puts you in this loop. It’d be interesting to see how many people just play the game and go through and fill out all the form fields, and maybe I’ll keep adding. If people start filling it out, I’m just gonna keep adding crazy fields, just to keep putting them in a circle. Actually, what should we add? I’ll put in a little Easter egg there for people. So just keep clicking that submit button, filling it out and see if you get to the end.

– All right Craig, onto our HubSpot sales feature of the week, and this is a deal forecasting report. And why I wanna highlight this is we’ve had requests from a lot of sales managers recently who’ve asked, hey, how do I tell what’s coming up? And so there is a report which is not readily apparent that actually has deal forecasting. And we’ll show you heading out for the rest of the year, what deals there are, potentially closing in that month. So it gives you a good idea, and this is a sales professional enterprise feature. And you need to go to the sales analytics dashboard or the sales team productivity, sorry. And it’s the deals dashboard. And you need to select forecast amount, which is not the first thing you see. And then you will be able to see that. Now below this graph, there is also data which actually shows you by sales person, what is forecast and a few other numbers. So I’d encourage you to have a look at it if you actually haven’t gone and explored this in your portal. All right Craig, onto our consumer insight of the week. I wanted to highlight this because I thought this is a great resource. And it’s from Google. I think it’s with Google and it’s about consumer insights and how to use Google Trends. And the whole thing was, as behaviors shift and the way people are shopping, interacting with images, YouTube, searching, how do you actually stay on top of what’s going on? So they’ve linked off to Google Trends and they’ve even built specific things like Google News Lab and they’ve even built specific things like Google trends related to the pandemic where you can drill down by market. And they’ve done this for 24 local markets. If you check the link for this great bit of content, at the bottom, there’s a download of a PDF. And I downloaded it and I was looking through it. It was really interesting. And it’s called “Navigating the Road Ahead: A Guide to Help Businesses Adapt the Digital Marketing Strategies and Prepare for What’s Next.” It’s quite in depth. It’s 38 pages. You don’t have to opt in, but I would encourage you to go and actually download that and have a look and see what takeaways you can get. They’ve done it really well. And we spoke about this in the last episode of a really great landing page that Google had built that helps you understand how people are interacting in their homes, in their businesses, in the DIY projects that they’re doing. And here’s another great example of a great tool that you can use to gain more insight. Now, Craig tell us the gotcha of the week.

– All right, quite an interesting gotcha that we only discovered before I started recording the show, cause we had actually put this incorrectly in place on the HubSpots site, and it relates to CTA links. And you might build a CTA button in HubSpot, but let’s say you’re on staging. And so when you’re testing, you’ve built the CTA link and appointed to a page on staging. Now, if you’ve linked it to a HubSpot page, you know when you choose the URL, you’re gonna drop down. You can say, oh, I’m gonna choose an external website URL or a HubSpot page or meeting the concern. There’s always assumptions in CTAs. If you choose external website URL, which you might be tempted to do if you’re in staging, because maybe you’re just starting to build it or you actually haven’t got it in place yet. The problem is when you move from staging to live, that staging link stays in the CTA. It doesn’t automatically update it to the live link for the page you’re linking through to. So we had that little gotcha. And so we actually had one of the, in fact that cycle, that never ending cycle of progressive form fields in the page. The thank you page was going to a staging link cause we’d never updated it. Now, the staging links will redirect to the live link. So it should all be fine. But what we found is in that in an incognito window, that redirect staging link was marked as suspicious by Google. It was getting blocked. So two solutions to this. One is, well, update the links after you go live, check all your links. But two, instead of using external website URL, you actually use HubSpot page or blog posts. HubSpot takes care of that for you. So a little gotcha there. I’ve got some screenshots in there that highlight what I’m talking about and then how it appears in the CTA settings as well.

– Now Craig, onto our marketing tip of the week and it’s all about showing respect.

– Isn’t it weird that we have to talk about this as a tip? To improve your marketing or improve your relationships? But the reason this came out is because Kamala Harris, as you know would be in the news a lot, Biden’s vice presidential nominee on the democratic side. And many people are mispronouncing her name. And so I was listening to a podcast and I was saying, that’s actually really disrespectful, especially if you do it deliberately. So then I was like, well, I actually don’t know how to pronounce her name. What is it? Cause I know I won’t say it now. Of course, then I’ll get into the habit of saying it, but it’s actually Kamala. So you think of karma, Good Karma, Kamala, Kamala Harris, Kamala Harris. So why am I mentioning this? Well, what the podcast exposed was all of these other sides and perhaps opponents of her, deliberately mispronouncing her name. And just the disrespect that shows. And I just felt it was timely to mention that as being not on. Show respect for people by trying to actually pronounce their name correctly. Now, just to be clear, I’m not talking about accents. So I’ll give you an example. For example, Americans often pronounce my name Greg, and then my name is Craig, but they’ll pronounce it Greg, that’s an accent. That’s not a mispronunciation. That’s just an accent. And when I was living in Minneapolis for the, well, many years ago. They’re all, hey Greg. Greg, how are you doing? And that’s fine. That’s an accent. In fact, I’ve got a Scottish friend who would go, Greg, hey Greg. That’s not mispronunciation, that’s just an accent. So I’m not talking about accents. I’m talking about when people deliberately mispronounce. So I just wanted to put that in there. Now you then highlighted to me that LinkedIn is almost addressing this feature because we are now faced with, well, how do you pronounce the name? Well, what have we got on LinkedIn now, Ian.

– Well now you can actually record your name Craig, on LinkedIn, so people can listen to how you pronounce your name. But looks like a little speaker beside your name on LinkedIn. And you can go and do that on the mobile app, which is where I did it. And it’ll put it in there as like a voice memo that people can play and listen to you saying your name.

– There you go, check it put on Ian’s profile.

– Alright, onto our insight of the week Craig. And I wanted to highlight this. And I thought this is interesting. Shout out to Ryan Benichi, G2. This is in response to, I was looking at different marketing automation software as one of our clients that we were talking to was thinking about, well, what do we do? Should we be on a Salesforce product? Should we be thinking of ActiveCampaign, MailChimp? Where does it all fit? So I often go to sites like G2 to figure out, how is everyone placed in the marketplace? Now Gardner has similar quadrants, probably more for enterprise.

– And Forester and all the big EM.

– And what was interesting about this one, and you can see, we’ll probably tweet about this, so we’ll put it on Instagram. One thing you’ll notice, marketing automation is quite broad and it shows based on satisfaction and market presence. And you’ll see, it’s a crowded market space. And we knew this was happening. But just even if you think, well, things like MailChimp for example, or ActiveCampaign, you kind of go, how is that anywhere near what HubSpot has in terms of features. But it’s in there. And so what we wanna highlight is that understanding, looking at this quadrant and understanding where people are, also requires understanding of the features in the product and how they relate to one another. Just by looking and going, oh yeah, look they’re at the top doesn’t mean that they are at the top. They could be at the top for a particular reason, but you need to understand the whole story.

– I think that’s right. Because the G2 grid here is, as you said, market presence, i.e. marketing. Some folks could do marketing and HubSpot of course is a master at it, but then it’s satisfaction. So it’s not depth of functionality. You’re not seeing Marketo here. You’re not seeing some of the big players. You’re not seeing Adobe, some of their marketing cloud pieces. You’re not seeing that here. You’re not seeing MailChimp, who never striked me as marketing automation. I guess you can do a few follow up workflows. To be fair, they do call that automation within the product. But marketing automation means many things to many different people. And so an example here about consumer satisfaction being a big part of this, but as, and not that we will have time in the show, one of the bonus links that I highlight is Andreessen Horowitz talking about the new enterprise sales playbook and really how it’s a consumer-user experience playbook these days. I think HubSpot have been saying this well, that powerfully simple, or what was it deeply powerful? What was that catch phrase where we’re always–

– It’s deeply powerful.

– Deeply powerful, that’s right. And, deeplypowerful.com. Just at least try and go through in there. But it’s right. It’s making it deeply powerful, but also simple to use as consumers expect. They want the iPhone experience on enterprise software. That’s why HubSpot is a market leader. That’s probably why ActiveCampaign is there because you and I have both used it. And it is very good to use. MailChimp of course, usable as well.

– What’s interesting Craig in this quadrant, you will see in the first quadrant, there is a Adobe, there is Oracle.

– Oh, you’re right, they are. Way down on the satisfaction–

– Way down on the satisfaction. So you think to yourself, looking at this, like they’re probably very feature-rich. They have a lot more enterprise features. But look at the satisfaction of people’s ability to use it, is really interesting. And I know for a fact, like even today I was looking at Salesforce marketing cloud with a partner of ours and you know what, it was really confusing. So it’s just on a whole another level. I guess this is the next, what do I describe it as?

– It is really around satisfaction, isn’t it? It’s sure you want functionality, but it doesn’t matter if you’ve got all the functionality in the world if the users hate using it.

– Correct, or you can’t use it. Which was the scenario of one of our partner’s customers, where they had the system and they gave it to another agency to implement because they had no idea what was going on. And I was like, oh, I can see your problem here. And I think they just felt that they had lost control. They didn’t know what was going on. That was the bottom line. How do I bring it all and how do I make sense of all of this stuff without feeling overwhelmed and use the tools that I have. That was really the crux of the story. All right Craig, onto the app of the week. Tell me more about Readdle Documents.

– Is it Readdle or Readdle? I don’t know how to pronounce it. They need a LinkedIn little icon where they can say their name. It’s kind of like last episode, everybody said, oh, it’s Landingi, instead of Landingi–

– That’s right.

– We need something for, I dunno, is it Readdle or Readdle? Anyway, only on iOS, it’s only on iPhone, sorry folks. But this app, I use it to listen to audio files. Let’s say you get an audio file, not as part of a podcast feed. Cause of course we use Outcasts and other podcast players for that. Let’s say you get an audio file. For example, a friend of the show, Justin Thing has sent us a preview of his new podcast, which sounds amazing by the way. In order to listen to it, how would you listen to it? Cause I would normally put it in Dropbox and then just play it from Dropbox on my phone. But how would you listen to that on your phone?

– Well, he shared it on WhatsApp, so I just listened to it on WhatsApp. I didn’t actually go anywhere else.

– Oh, okay. I didn’t even think to do that. But you can’t speed it up. Cause to listen to my podcast at 1.5, 1.75. Well with Readdle or Readdle Documents, you can. You can get all your files in there and you can just play it. It’ll remember where you got up to, so it doesn’t restart over. So it’s a really nice audio player experience. Maybe there’s better ones and maybe I’m using square peg in a round hole to achieve this here with this app. But in case other people are facing that challenge, I recommend this app. And listeners let us know, is there a recommended Android app to use as well so that we can share that on the show.

– You know what’s funny Craig?

– I don’t know.

– I’ve heard of Readdle Documents. I just never thought I would be listening to some audio in there. Like you have just done at a variable speed. So it’s really interesting. And I think I’m gonna go give it a try after this and see what it can do.

– I’ll just tell you it’s free. Couldn’t believe it.

– Alright, resource of the week, Craig.

– Heads up to Martin for letting us do this. We’ve been going backwards and forwards about site speed and followups. Well, he sent through this link on how HubSpot improved their side speed. So check that out. They’ve basically deferring scripts and images and also removing a few things like CSS that was unnecessary and animations, just made their site speed improve dramatically, check the full post.

– All right Craig, onto our quote of the week. And this is from, Tim Ferris’ “Tool of Titans” book. “The Tactics, Routines and Habits of Billionaires Icons and World-Class Performers” And it says, learn the rules like a pro so you can break them like an artist. And that’s from Pablo Picasso.

– How are you gonna apply that into your life, Ian?

– Well in a marketing and sales perspective, I thought well, I need to learn the rules like a pro then I can break it all Craig.

– And well that’s true. And I think by break you mean mix and match in a way, it’s almost combine things from different fields. You’ve gotta learn them all first, before you can proficiently mix.

– It was like an analogy last week, Craig, about karate and TaeKwonDo and all sorts of things. Anyway, I digress. Listeners, there are a lot of bonus links in the show. So please go to hubshots.com and subscribe for the show notes, which you can now get the entire show notes in your inbox every week. And again, please connect with us on LinkedIn, Craig and myself. Please leave us a note that you listened to the show. And as always, the offer is open. If you need help with anything or you’re feeling stuck, you need feedback on a podcast episode, please hit us up and we’ll be glad to help you guys no matter where you are. And again, thanks for listening. And until next episode, Craig.

– Catch you later Ian. Hey there, thanks for listening to this episode of HubShots. To get the latest show notes, HubSpot tips and marketing resources, sign up at hubshots.com. You can also book time with us to help you grow better with HubSpot.

– [Narrator] Go the extra.

hubspot-email-a-b-testing,-deal-workflow-tip,-google-trends-report

HubShots Episode 215: HubSpot Email A/B testing, Deal Workflow tip, Google Trends report

Welcome to HubShots Episode 215: HubSpot Email A/B testing, Deal Workflow tip, Google Trends report

This episode we discuss the beautiful Google Trend analysis report, HubSpot A/B email testing, plus a tip for Deal pipeline automation.

Listen to the episode here: https://soundcloud.com/hubshots/215-hubspot-email-ab-testing-deal-workflow-tip-google-trends-report

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.

Recorded: Thursday 13 August 2020 | Published: Friday 21 August 2020

Shot 1: Growth Thought of the Week

Beyond Business Podcast with Charles McKay from Synx

We only just discovered Charles McKay’s podcast this week – it is the Beyond Business podcast, where he interviews industry leaders.

Shoutout to Varun Bhandarkar who alerted us to this (and kindly gave us a shoutout).

Shot 2: HubSpot Marketing Feature of the Week

A/B Testing Options with HubSpot Campaign Emails

You can set an email to A/B test right away (ie not wait the recommended 4 hours for a winner)

Simply set this in the A/B settings of the email by dragging the A/B distribution slider:

hubspot email default a b settings 1

So it looks like this:

hubspot email default a b settings 2

This way your email is sent right away, and you can analyse the results later.

Ideal for when you don’t want to delay sending emails to contacts.

Example scenario: you are running late getting the monthly newsletter prepared, and only get it finished at the last minute. You do want to A/B test, but you don’t want to delay the send.

Shot 3: HubSpot Sales Feature of the Week

Using Workflows to Trigger based on Deal Stage Changes

Useful for setting custom deal properties when the deal stage changes.

Example: part of your deal pipeline is to sign someone up for a Trial. It makes sense for this to be a Deal Stage.

But how do you report on it later eg list the Deals that made it to Trial that were Lost.

Simple way would be to create a deal property called: Trial Start Date and set it via a workflow:

hubspot sales deals automation workflow

That way you can easily filter deals later based on Closed Lost/Won and the Trial Start Date being known.

Shot 4: HubSpot Gotcha of the Week

Attribution reports being removed – causing unnecessary concern

An example of bad notifications – we’ve had a number of clients forward this email on to us, asking (with concern) what is going on and whether it is going to break anything.

“…deleted as part of an upcoming product update…” is such a bad message to send.

hubspot atribution reports deletion 2

Would have been much better to provide guidance on how to re-build, and work towards a changeover well in the future (similar to how they did with some workflow updates a year or two ago).

BTW we’ll be discussing the new Attribution report builder next week.

Shot 5: Marketing Tip of the Week

Google Search Results had a Hiccup

There was a glitch on Google on Tuesday/Wednesday – it turned out to be a bug.

John Mueller (Google) calmed us down.

Another example of (understandable) panic from clients when they don’t know what is happening.

Shot 6: Insight of the Week

Beautiful Trend Reports

This page from Google is a wonderful example of presenting trends.

think with google

Shot 7: Outreach Fail of the Week

Guest Posing

Sometimes we wonder why people bother – but perhaps the terribleness of it actually works – kind of like a lame dad joke…

Notice

  • The typo (lol)
  • The lack of personalisation
  • The ‘Hope you’re well’ intro
  • No mention of the offering or benefits
  • A strange request for editorial guidelines
  • Lack of signoff

guest posing lol

Shot 8: Resource of the Week

Advanced SEO Strategies

Brian Dean has done it again with 17 Advanced SEO Strategies.

Shot 9: Quote of the Week

“Selling to the right person is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world. Because the wrong person doesn’t have the money. Or the wrong person doesn’t care. The wrong person won’t be persuaded by anything.”

― Perry Marshall, 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More

Shot 10: Bonus Links of the Week

How to pronounce ‘landingi’

Turns out I have been saying it wrong all these years. Here’s how to say it.

Shot 11: Follow Us on the Socials

Connect with HubShots here: HubShots YouTube channel – HubShots Spotify channel – HubShots Facebook group – HubShots Twitter – HubShots Instagram – HubShots LinkedIn

Connect with Ian Jacob on LinkedIn and Craig Bailey on LinkedIn

HubShots is produced by Christopher Mottram from Podcastily.

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

HubShots Episode 215: HubSpot Email A/B testing, Deal Workflow tip, Google Trends report

Full Transcript of HubShots Episode 215

– Hi, everyone. Welcome to HubShots Episode 215. In this episode, we discuss the beautiful Google trend analysis report, HubSpot A/B testing, plus a tip for deal pipeline or automation. You’re listening to Asia Pacific’s number one HubSpot focus podcast, where we discuss HubSpot tips, tricks, strategies and features for growing your sales, marketing and service results. My name is Ian Jacob, from Search and Be Found, and with me is Craig Bailey from XEN Systems. How are you Craig?

– I’m really well. And how did I not know that Charles McKay has a podcast?

– I know, you know what? I must’ve forgotten to tell you because I am pretty sure we had like one or two episodes out. I stumbled upon it and I had a listen at that time. Right now I think well, he’s up to around 15 or something there.

– Oh, by the way, shout out to Varun.

– Yes.

– He mentioned to us and Charles as two of his favorite podcasts. Thanks from him, but yeah and that’s how I found out about Charles. Charles McKay of course from Sinks down in Melbourne. A friend of the show and a big supporter and a wonderful podcaster. I’ve only listened to one episode now. His latest one chatting about video.

– Yes.

– Well worth listen. Highly recommended.

– All right. Onto our HubSpot marketing feature of the week Craig. A/B testing options on HubSpot campaign emails.

– All right, so I’ll just set this up. I think most listeners would know that you can do A/B testing in HubSpot on the emails. It’s on the left hand side, a little A/B tab. You press that and you can create A/B version, or variation of your email. That’s all good. However, some listeners may not be aware, that you can set it to a 50/50 to go straightaway, because normally by default, there’s a four hour gap.

– Of course.

– So you put your A/B versions and then you send it out. It sends out 25% on an A and a B. Waits four hours and then whichever wins, it sends the remaining 50%. Now that can be problematic for some clients. In fact, if you’re a busy company or an agency often it’s the last minute. You’re getting your newsletter ready. You do wanna test A/B testing, but if you go, “Oh, we can’t wait four hours for it to win. Oh, we’ll do that next time.” And of course, next time you do it the next time. Anyway, you can do it now because you may not realize, you can just move that little slider along. We’ve got two screenshots in the show notes and you just move it alongside 50/50 on the very first scene. No waiting time, no nothing. Just do the 50/50 test right when you send it. And then of course you analyze afterwards. It’s not gonna pick a winner and optimize in that run, but at least you get to test it. So highly recommended and really you should be A/B testing just about every email campaign that you send. There’s no real excuse not to, even if it’s just something minor like testing the subject line. Just do it on every email. A/B test the subject line. Send that email out, analyze and you’re effectively testing and measuring. As we like to say, A/M.

– Now Craig. The metric we’re going after here is, opens by delivery, right? Or you can choose what the winning metric is, when it comes to this test, am I right?

– Well, in fact, you don’t really care. You don’t care which one wins necessarily. ‘Cause it’s not gonna prompt any further action. It’s really just analysis for you to look. So you might change the subject line to see open rate, but then you might’ve been testing something else internally to see the click through rate.

– I’m really asking from the perspective of, in their terms of the A/B distribution. Is the test like in your screenshot, you did a test on 25% A and 25% B and then the remaining 50% is the winning version.

– Oh, okay, sorry. I should explain. The first screenshot is the default.

– Yes.

– And I’m saying that’s the default, which normally puts people off, ’cause that waits four hours to choose a winner.

– Correct?

– If you look at the screenshot, where I’ve pushed-

– Pushed it all out.

– Slide of ride along.

– Yeah.

– That’s what I’m saying, go for. Go for them, because then there’s no waiting time. There’s no winner in a sense to choose from. It’s really just for posts and analysis.

– That’s a very good point. So listeners, if you do the A/B test, please let us know because to be honest, Craig, I have looked in so many accounts and I can honestly say, I think in my entire time I could put and count on one hand, the number of accounts that actually used email A/B testing. All right, our HubSpot sales feature of the week. And it’s using workflows to trigger based on deal stage changes. And listeners this might be useful for you to understand, because maybe Craig will explain to you the scenario and then I’ll tell you how we solve the problem.

– Yeah, so we had a client this week, who their sales process, they’ve got a number of sales pipelines actually, but in one particular pipeline for a new client, not a renewing client, but a new client upon the sales process, is to chat with them then have a demo, then a trial and then they’re looking to convert them from a trial into a customer. What they’re grappling with is how to accurately report, on how many trials turn into winning clients. And so what they’ve been tempted to do and have actually started, is in their main deal, if someone wants a trial, they create a second deal as zero dollar deal for the trial, because then they can check how many deals were won or lost. So it’s a reporting function. They actually asked me, “Is this best practice? How would you do it?” And I was thinking it through, because what you’ve got to do is, you’ve actually got to wire up internal processes with reporting requirements. Quite often internal processes just go down a path and then later you wanna report on it and you can’t. I was much keener to keep the one deal and then have the trial as a deal stage, which didn’t go off to another deal. However, that meant later, if they wanted to report on it, they wanted to say, “Well, how trials did actually close.” Because it’s hard to do. So then what we did as well, we’ll do a custom property on the deal. A deal property called, trial start date. And then when it hits the trial stage, we’ll just create a workflow that sets that date. And so in the show notes, we’ve got a screenshot where you can create workflows. It’s on the automation tab on deals. In settings by the way. You might think “How do I go into marketing workflows?” or “Where do you set deal workflows?” Get it from settings. So, on settings, you can create a workflow. And that way it’s basically setting a property, which you can then filter on lightly. You can filter on if the trial start date is known and then how many deals were closed, lost, et cetera. And of course think about that for any of your deal stage options you can go along. You can set any kind of custom property that you want. You can increment numbers, all kinds of things. So just a little tip there, using workflows to trigger deals, on deal stage changes.

– So listeners, what Craig has told you is a really good solution, to a problem that they had. And what he is saying is that, when it gets into that deal stage, he was setting the date. Am I right, Craig? You were setting a date property that the trial started and then so obviously that property contains a value, if they never got to that stage, that will not have a value in there.

– That’s right and if they jumped stages, because not every stage is required. So if they never even went to a trial, they went straight to a purchase, then that wouldn’t have been set. So then again, you can report on that. How many of our deals… So here’s another one. How many of our deals that winded up being won, required a trial in order to close? All those kinds of things you can start doing.

– All right, Craig. I have the gotcha of the week. And this is about attribution reports being removed causing unnecessary concern. Now listeners, if you have attribution reports, actually in you’ve actually created them in your system, you would’ve gotten this email. I don’t have any in mind, Craig at the minute, that’s why I didn’t get it.

– Oh, you didn’t get this. Did you not have any clients?

– Actually, I haven’t looked. I haven’t looked. So this might be-

– Oh, you’ll know.

– I will know for sure.

– Because I had a half of our clients in a panic forwarding on this email that they’d got from HubSpot and I’ll tell you why in a second when I read out part of the email, saying, “Oh, what’s going on, what do I need to do?” Caused for concern. So the reason this is the gotcha the week, is that one of the product team at HubSpot, who by the way is very good. I’ve blanked his name out from this email. but just let me read the part of it that says, “Hi, I’m so and so from the HubSpot product team. I’m reaching out because you have a contact attribution report that will be deleted as part of an upcoming product update on September 10.” Right? So imagine you’re a client. One of our clients who are using HubSpot and you get this email. “We’re deleting some of your HubSpot, from an upcoming product.” And it’s attribution, like it sounds possibly important. Half the people don’t know what attribution reporting is anyway.

– Correct.

– Second, it always concerned the emails. It’s forwarded on from people, “Oh, what does this mean? Can we chat about this?” I mean, “Oh, hang on. No, no. It’s okay. It’s just that they’re improving the attribution reporting tool, but they’re just going to delete out these old reports.”

– And they’re basically saying they’ve gotta recreate it in the new report builder, right?

– Yeah and the outcome of this is not a problem. It’s not dire. It’s easy to replicate. But when you get this email, you kind of panic.

– You worry .

– And so this is an example Yeah this is an example of someone who thought they were very helpfully just sending out an update that’s coming and probably will be shocked to learn, all these clients got totally panicked about it and well, of course you know, calling me. So anyway-

– I’m Sure HubSpot support were inundated today.

– I’m sure, I’d love to know. I bet what we’ll get in the next day or two is a follow up email from this. “Oh, by the way, just letting you know we’ve decided, not to delete the report and we’ll, you know.” ‘Cause this happened, is it a year or so ago, with some workflow. I can’t remember the exact thing.

– Correct, yes.

– And then it’d be a couple later they say, “Oh, no, no, no, it’s okay we’re not gonna…” So, like even the best sometimes cause unnecessary concern. By the way speaking of attribution reports, we’ll cover that next week. In fact, we will talk about the new attribution report builder. We’ll cover that on next week’s show.

– After the old one’s been deleted Craig.

– All right Craig, our top marketing tip of the week. And we’re talking about Google search results had a hiccup and this is, listeners it was on Tuesday and Wednesday. This week which is, we’re on the 13th of August today. It turned out to be a bug.

– Oh my goodness did you see some of these results?

– You did mention it to me and I haven’t had a look into the results Craig. Tell me.

– Our SEO chat on Twitter on that was going nuts. And then I was looking at some of the results for our clients. When I would begin the prize clients, there’s this really competitive term that we’re trying to improve their ranking for? We’ve started on it probably about six months ago.

– Yeah.

– A bit of an SEO piece. And we’ve got them up onto page three now. So they’re kind of around 22, 23 average ranking, which of course is useless. You’ve got to get them up to… But it’s very competitive. They’ve come from, by the way, they’ve come from like nowhere up to… So getting them on to page three, is actually improvement. Anyway, on Tuesday I just happened to see this and I was like, “Bang. Oh they’re number one.” And I was like, ” What? What is going on?” So and then I was looking at the other results on page one for this term, very competitive enterprise term. And all their main competitors completely gone. I was like, “Something is wrong here. This won’t last.” Onto SEO Twitter. Yeah, people up in arms, “What’s going on?” And also page one, there was a lot of really junk stuff. Not that our client stuff is junk, but some of the other stuff that was on there as well was quite bad. And in fact, our client had the first two positions. They had position one and two. So the client was jumping for joy and I was like, “Hang on.”

– So my question was, did they make more sales that day Craig?

– They did get some leads actually, yes.

– That’s fantastic.

– And by the way it shows you… Yeah, exactly. It shows you the power of a number one ranking, even though the page was, first half of the page was covered in ADS. A nice spike in traffic. So yeah, for a couple of hours, but yeah, it all turned out to be a bug. We’re all back and of course then today the back on their page.

– Back to where it was before.

– But you know what? They’ve just experienced the power of being on page one.

– This is it.

– All right now, we’re gonna talk about our insight of the week, Craig. And this is the beautiful trends report, that I came across on, I think with Google. And it’s a wonderful example of presenting trends. And I think I Likeed it to you to a really nice Apple landing page for a product.

– It is just a wonderful example, Isn’t it? It’s just beautiful, very interactive and informative. I think really useful.

– What was really amazing, the 30 data points that they had used were all Google properties. So, it just made me realize they didn’t have to go somewhere else to get these numbers. They had it on YouTube, they had it on Google search and that’s what they’ve built this report from. And they’ve just done it really well. And they’ve got some really good insights and what they were trying to say is that, how things have changed with people being at home. How time and space matters. How they look after themselves and others, what’s their work and leisure like and their consumption and expenditure. So people now are thinking like, “How do we change what we do?” And one of the really key things that I picked up in there that’s highlighted is that, I think one of the… It was people looking for coffee recipes on YouTube and I’m like really 200% increase, but it just goes to show and how that shift as people look more for DIY and learn about how to do more things. One of the key takeaways was, how people will start to buy less product and buy more materials, as they start to make things. And I thought that was a really key, really good insight into what’s taking place. So listeners, I would encourage you to actually look at this report, because it gives you other data as well. And also think about if you have in your business, or if you’re serving businesses, how can you use this data that is readily available for yourself to change what you’re doing? So maybe you’re selling a particular product, for a particular reason. Maybe your product has another use that you have not thought about, because of the way people are behaving in the marketplace. So just take this, have time to digest it and see what you can get out of it, that you can implement. Now Craig, onto our outreach fail of the week. And we talk a lot about these bogus emails that we get and here’s one about guest posing, right? That’s right. It started off badly. And so I’m wondering actually, if it was intentional in hindsight, but instead of guest posting, they’ve put guest posing and it’s just a part of a screenshot. It’s just the worst outreach email. No personalization, typos.

– Hey, hang on.

– It starts with, “I hope you are well.”

– You know one thing they did think, they thought, oh well they’re sending it to someone in Australia. We should put great.

– And yeah, that’s right. “And I came across your website and found the content really intriguing.” You know the standard. You know they haven’t even checked our website.

– That’s right.

– “I was wondering if you offer any guest posting opportunities. If so, I’d love to grab a copy of your editorial guidelines.” It’s like, well, what do you do? You know nothing about the benefit. It’s just complete, no sign off by the way, no sign off. It’s just ridiculous. And by the way, I blanked out of the person’s name, but I looked him up. He’s a Brisbane based, PR outreach specialist. I was like, “Wow!”

– Are you serious?

– Yeah.

– Oh my goodness. Anyway you know what-

– Guest posing ad. Trying to get to Charleston goes the extra amount what to reply with. What’s gonna be this posing. I was gonna like, “Oh, do you provide any of this kind of guest posing?” Oh my goodness.

– Go on, Craig. I think you should reply with that image.

– Does this work? I mean, who does this work with? Who responds to this type of email? I just don’t get it.

– He’s fishing and I’m pretty sure there is somebody that will respond. You know, why is he doing it? Anyway, the bait was good enough, it got onto this show. So let’s move on to the next one. Okay onto our results for the week and we’ve got some advanced SEO strategies and this is a great post by Brian Dean, who we talk about often. And he’s got 17 advanced SEO strategies. Now listeners, we’re not going to go through this, but we encourage you to actually. When you have time, sit down and go through it, because you can… You know what? Take two things out of that and implement it. I’m sure you’ll be far ahead of your competition. Alright, Craig, onto our quote of the week. And this is from Perry Marshall and he’s written the book “80/20 Sales and Marketing.” The Definitive Guide to working less and making more. Like we all wanna do, right? Anyway, I’ve read this book and I have been a part of his community for, I think almost 10 years now. Listeners, if there’s one book that I tell you to read, this would be it and you’ve read it. I bet you’ve read it as well, haven’t you Craig?

– I have read this, yes.

– Here is a quote. “Selling to the right person is more important, than all the sales methods, copywriting techniques and negotiation tactics in the world. Because the wrong person doesn’t have the money, or the wrong person doesn’t care. The wrong person won’t be persuaded by anything.” Coming back to personas Craig.

– Quality over quantity, right there.

– That’s right. All right, now we’ve got a bonus link, Craig, but how do you pronounce Landingi?

– Well, that’s right, it’s not Landingi. I’ve been saying it wrong all these years.

– That’s how I’ve been saying it, what is it?

– I’ve been saying it Landingi. By the way Landingi, I just thought was because it’s a landing page builder. Landingi, I just thought it was the plural of landing… Anyway, they’ve got a video. It’s Landingi.

– Landingi.

– Yeah and there’s a video where they actually say, here’s how you actually pronounce our name.

– Wow.

– Landingi.

– There you go. It sounds like it shouldn’t be on a dinghy somewhere. Anyway.

– It’s terrible Landingi is much better, right?

– Listeners and thank you again for listening. Please connect with us on LinkedIn. When you do connect with us, please send Craig and myself a note, saying that you listened to the show. If you need help with anything, if you need a HubSpot audit, if you need help deciding whether you should go HubSpot. And that’s happened to us a few times, like people have said they listened to us and they’re not sure whether HubSpot is the right tool. By all means, please set up a session with us and we’re happy to walk you through it and talk you through that.

– Hey, I’ll just make a comment on that. I know we asked people to connect with us on LinkedIn. I’ve been really slacking.

– I thought you have a really good VA Craig, come on.

– No, she does. She takes care of everything, but I’m never on there and I know some people have asked questions and we haven’t got back to it two weeks later. So apologies for that, but the best way to get to me is via email. So if you sign up on HubShots. To just sign up to get the show notes each week, you can reply to that and it comes straight to my inbox. And I know Martin and others who I’ve mentioned in the show. They just send me a note on email and I’m pretty responsive there. So that’s the best way. But if you can’t make it, ping us on LinkedIn, we’ll get around to it eventually, but apologies for the delay there.

– And listeners I really wanna say thank you to Chris Mottram, from Podcastily who produces this show. We very much appreciate your support, Chris. And finally listeners, if you’d like to write and leave us some feedback on Apple podcast, that’d be much appreciated and share it with one friend that you have. Well Craig until next week.

– Catch you later, Ian.

– Hey there, thanks for listening to this episode of HubShots. To get the latest show notes, HubSpot tips and resources, sign up @hubshots.com. You can also book time with us to help you grow better, with HubSpot.

Episode 214 HubSpot for COVID tracking, In-App Notifications, and you have no privacy

Episode 214: HubSpot for COVID tracking, In-App Notifications, and you have no privacy

Welcome to HubShots Episode 214: HubSpot for COVID tracking, In-App Notifications, and you have no privacy

This episode we discuss having no privacy, plus using HubSpot to meet COVID guidelines, plus HubSpot in-app notifications.

Listen to the episode here: https://soundcloud.com/hubshots/214-hubspot-for-covid-tracking-in-app-notifications-and-you-have-no-privacy

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.

Recorded: Thursday 06 August 2020 | Published: Friday 14 August 2020

Shot 1: Growth Thought of the Week

Full Show Notes In The Notification Emails?

Would you like to receive the full show notes in the notification email (ie opposed to just the summary)?

If so, let us know – we’re looking to make this available if there’s enough interest.

You Have No Privacy

You should assume you have no privacy.

A simple example: HubSpot records all zoom calls – however, there’s no indication of it being recorded. Craig only discovered this recently on a call with HubSpot and a client. It was a bit of shock afterwards to realise that everything on the call – even before the HubSpot person had joined – was all recorded.

You should probably assume this is the norm in all your interactions.

Assume you have no privacy. Anywhere. Zoom. Email. Slack. HubSpot. Any tool you use.

The recent Congressional Hearing highlights how your most private emails will always be found – examples include Mark Zuckerberg’s emails about Instagram being made public.

Shot 2: HubSpot Marketing Feature of the Week

In Australia businesses like cafe’s, or places that people visit and are present need to keep a track of who has visited.

We have a client that has display homes and they wanted to track visits.  So what they have done is have a sign with a QR code that takes visitors to a landing page.

Mouse Highlight Overlay 4

From this we have created active lists and then used them in reports so we can easily show when people have visited.

Mouse Highlight Overlay 5

Shot 3: HubSpot Sales Feature of the Week

Follow-on from the previous shot.  We use a workflow to send an in-app notifications to sales if the person they are dealing with has come through the display home.

Mouse Highlight Overlay 6

Shot 4: Listener Question of the Week

A question from long time listener and supporter of the show Martin Bredl. He’s the CEO at takeoff pr in Austria. Send us your questions – feel free to record yourself speaking and send us the audio file.

Martin writes:

“Hi Craig, you and Ian are really running the HubSpot Marathon. Awesome how much energy you are investing for all of us followers. For me it is so easy to stay on track with HubSpot: Just listen 20 minutes on public transport to HubShots. “

“I do have this question and I think this is something other HubSpot CMS user also care: How important is Google insight speed? Is this the final device to measure speed? We have tested the 20 top HubSpot partners (Top Tiers). And no one is doing well on Google Insights speed. You and Ian are also not best performing there. Should we ignore Google Insights Speed?”

Google PageSpeed Insights

Google has been providing testing tools for a while, and their PageSpeed Insights tool is a good example of a tool that is gaining wider adoption. You can see below how poorly the HubShots site performs on mobile:

hubshots pagespeed insights 1

Although it is much better on desktop:

hubshots pagespeed insights 3

For comparison, check out how Amazon performs, first on mobile:

hubshots pagespeed insights 2

And then on desktop:

hubshots pagespeed insights 4

Takeaway: use as a guide for what to check and fix, but don’t get too caught up the specific numbers.

Other tools to check include GTmetrix and WebPageTest, plus of course Website Grader. See also episode 203 where we chat about Google’s Lighthouse in Fast or Slow.

Shot 5: HubSpot Gotcha of the Week

Difficult to setup Full Post Email Notifications

It’s hard to include the full content of a blog post in a custom email eg like we want to send as a weekly notification to listeners.

Shot 6: Marketing Tip of the Week

PS line in Emails

Your P.S. line at the end of an email is valuable – a reminder to test using it in your next email campaign.

Shot 7: Insight of the Week

Marketing is like Martial Arts

There’s no right or wrong martial art to learn/use.

But there’s a problem if you are a beginner and try to mix a bunch of them all together.

One of our clients has a number of different marketing agencies and consultants involved – and it is becoming inefficient – each company has their own way of planning strategy, campaigns, execution, etc.

Aiming for consensus is a recipe for low outcomes.

Shot 8: App of the Week

3D Book Cover Creator in CSS

This is a handy tool for creating book covers using just CSS:

hubshots cover

Shot 9: Quote of the Week

“First master the fundamentals.” —LARRY BIRD

Shot 10: Bonus Links of the Week

Microsoft on Work Challenges

Shot 11: Follow Us on the Socials

Connect with HubShots here: HubShots YouTube channel – HubShots Spotify channel – HubShots Facebook group – HubShots Twitter – HubShots Instagram – HubShots LinkedIn

Connect with Ian Jacob on LinkedIn and Craig Bailey on LinkedIn

HubShots is produced by Christopher Mottram from Podcastily.

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

Episode 214 HubSpot for COVID tracking, In-App Notifications, and you have no privacy

Full Transcript of Episode 214

– Hi, everyone. Welcome to “HubShots” episode 214. In this episode, we discuss having no privacy plus using HubSpot to meet COVID guidelines, plus HubSpot in app notifications. You’re listening to Asia Pacific’s number one, HubSpot focus podcast, where we discuss HubSpot tips, tricks, features and strategies for growing your marketing, sales and service results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from Zen Systems. How are you, Craig?

– I am well Ian and feeling exposed actually. I’ll come to that in a minute when I realized I had no privacy at all. I’d love your feedback because for those of you who have signed up to get notifications of the show notes, they get sent out every Friday but currently they only have a summary of the post and I’m wondering if any of our listeners would like the entire show notes come to them as an email. ‘Cause if you actually look on our site, the show notes are pretty detailed. We have tons of screenshots, lots of stuff. If you’d like that in an email, could you just, well, drop us a note on LinkedIn, send us an email, reply to one of our notification emails. You have to sign up for it on the site first and let us know. Now you might think, well, why don’t you just provide it anyway? As I’ve come to in shot five, it’s actually a little bit harder than it sounds so we’ll come to that.

– All right, Craig, our growth thought of the week is, you have no privacy. All right, so I didn’t realize this ’cause I’m in calls with the HubSpot team I mean and last week I was on a call with a client and with Nifty Nick. Hey, shout out to Nick. Nick had organized the meeting and sent the Zoom link and so we joined. Nick was, I got on there a bit early with the client and we’re chatting away. Anyway during the call, one of the other people on the call, not from HubSpot but actually an outside consultant said, “Look, would it be okay if I recorded this call?” He was asking everyone on the Zoom call and Nick says, “Oh no worries, this is automatically recorded.” And we’re like, “What?” “Yeah, no, the call’s recorded. “I can send you a copy afterwards.” I’m like, “Ah.” Anyway, this was news to me but when you join a HubSpot call, there’s this little thing, it’s kind of as if someone’s sitting there without their monitor on and it just says HubSpot note taker. And I’ve seen this on calls before and I’m like, “Oh, I wonder what that is, it’s just muted.” I just assume it was someone in the office that if they needed to, they could jump on the call. Anyway, that’s some outside service. You’d heard of this, it’s called Gong, I think.

– Gong.io.

– Gong.io.

– It analyzes calls and it gives people sales intelligence to how people are reacting on the zoom call.

– Yeah, right okay. Well, maybe I’m the last person in the world to know about this because in hindsight, maybe it was kind of obvious but I had no idea. Actually, no, I’m not the last person ’cause the other people on the call were totally surprised as well. Anyway, so it sits there and it records the entire call and what’s disconcerting about this is that it had been recording right from the start. There’s no indication on the screen, you know the normal zoom recording. So that’s not there. And it’s been recording right from the start. So even before Nick from HubSpot joined the call, I was there chatting with the client. Luckily nothing sensitive or well, not that we would anyway, but kind of assumed we were just chatting private. We were talking about personal stuff and then now it’s all been recorded and so a bit of a cold sweat goes through. I’m like, “Oh, how many HubSpot calls have I been on?” Perhaps with my team, we’ve joined the call early or perhaps with clients, you kinda mentally race back going, “What did I say?” It wouldn’t have been anything bad but it’s sometimes there is just intelligence, things that you wanna talk about privately. Anyway, that’s all an intro to say, you have no privacy and I think this has been my default position for a while is that, look, you have no privacy. Someone’s gonna get it. But this is just a reminder to everyone. I think just take the default position that you have no privacy, Slack calls, email, Zoom. Just about any tool you use, HubSpot, all your data’s in there. Sensitive deals, just assume you have no privacy, regardless of all of these regulations and privacy rules in California and European Union, all that kinda stuff. That’s my default position and just finally, if you’ve been following the congressional hearings recently, you saw how Facebook, all your emails from way back when they were acquiring or going after Instagram, also Apple emails from way back when all surfaced. I bet Mark Zuckerberg never thought they’d see the light of day but there they are, all out for public consumption. I mean, what’s your position and do you kinda feel, do you feel you have any privacy?

– To be honest, Craig no and I’ve known this for a while and I think it’s becoming more and more apparent that like it’s more in people’s faces. Let’s put it that way, that there is no privacy. You can tell now very clearly, and this happens to me all the time. I talk to people and when we tell them what we do, they often go, “Hey, I was talking about this to my wife “or my friend,” and the next minute I’m on Facebook and I see an ad. I’m scrolling through the feed and this happens all the time.

– But hang on. Now you’re getting into tin foil hat territory here which I’m not disagreeing with, by the way.

– I know for a fact, look and you know, if you use G suite for your email or you’re using Google mail, you’ll just look at what happens now. It predicts everything that you’re about to write. It pre-fills their name and like we said in the last episode 10 on HubSpot AI in your inbox to fill out details, straight to CRM, pick up any actions. You know what, with stuff like that, there is a price essentially and that’s what we’re seeing.

– I think that’s right. Just a final comment because my VA has full control of, well a lot of my life really. So I’m totally fine with that. But I think there’s a difference between knowing that someone has access to your stuff and not knowing and that’s the thing. So the point, if you’re an agency owner, HubSpot partner here maybe, that’s potentially just a note. If you’re ever joining a HubSpot call with your client, alert the client that it’s probably being recorded and they haven’t been asked for their permission. No one asks for their permission and no one notified us. So I think that’s an important thing so that your clients don’t feel unsettled by it. Just make sure it’s very clear upfront.

– Well said, Craig. I think someone made a good point this week when I was listening to something about the whole privacy, what that means to us and how we should embrace what’s coming. And I can’t remember off the top of my head right now but when I do, I’ll stick it in the show notes. All right on to our marketing feature of the week, Craig and this is to do with using HubSpot to help one of our clients who happens to be a home builder and they’ve got display homes in different locations. And now it’s a requirement by law that they need to keep a track of who has been into the display homes. And it started off with a conversation of, how do I create a QR code? I’m like, what are you doing with a QR code? Anyways, so it turned out to be, here’s the QR code and then we also need to know which location. So what they were trynna do is collect the data in a really simple and easy manner so that they could then keep a track because if they find out that someone has got the virus and they need to inform other people, they now have a register, essentially.

– So this is basically about contact tracing, right?

– Exactly, so got QR codes for each location, built a really simple form, first name, last name, email with their phone number so we can get in contact via email or a call, definitely a call because I think that’s one of the first things that they do, is call you and also a consent of marketing. If they want to know, what’s interesting out of this conversation and shoot other things. It’s like, hang on. What if that person has already spoken to us and they’re already getting nothing from us? What if they’ve never actually converted with us? Maybe they visited the site. We might not know that but maybe they’ve just been browsing but they’ve never actually downloaded anything or interacted that we understand with, then what do we do? So it was really interesting. It started with this really simple question and then went down this whole thing. Oh, what else can I show? Oh, it actually turned out to be interesting. It’s like in the sales meeting, they were like, well, can I show how many people that inquired now have actually visited a display. I guess with more data, we see more stuff here. But what we essentially did was implement this in HubSpot so that when people scan the QR code, they got taken to a particular learning page, gave them the simple form. Now out of that, we’ve created lists in the backend. You’ll see, there’s a couple of lists. We’ve created lists with the overall list of people that are registered. Then we’ve split it by location. Then we’ve said, tell me the ones that have got no owner and have opted in and the ones that have no owner and haven’t opted in and have maybe engaged with us at some time? So just trynna understand who these people are and you know what, this is really interesting when you look at what’s going on and how we can implement stuff. Now, the next part was, oh, how do we tell sales? And this is leading on to our, HubSpot sales feature of the week.

– Just before you do that, can I ask you a question on this? So the reason for the QR code is ’cause you want them to register on their own device. Is that right?

– Correct, yeah. As opposed to having like an iPad sitting there where they type in?

– That’s right.

– Right, ’cause I’ve seen in businesses mainly, they have like a pen and paper. You’ve got to write your note but I actually haven’t seen any way you can kinda sign in and it’s kind of obvious, I’ve wondered why it’s not been there but I think this is really good. There’s a perfect example of it being implemented, well done.

– And you know what, there was a really good blog post on the HubSpot blog about QR codes and how to set them up, which is what I actually shared with my client at the time when they said, how do I do this? What service do I use?

– You better put that in resource for the week as well.

– I have to put that in the resource the week. And so listeners, the next part was one of the things, it’s like, well, how do we notify if we know who that person is and they’re already dealing with somebody in sales, how do we notify the person in sales that the person’s been through the display? So what we did was we created a workflow and we decided with sales, instead of getting another email, we’ll send an in app notification to sales to let them know that their customer or potential customer has been through the display and maybe they get notified while they do it. So they could be in the display at the time and they might actually recognize that they’ve been notified that they’re actually there and get an opportunity to speak to them and see how things are going. So that was another little thing that came out of that, that we implemented.

– That is really nice, I like that.

– Onto our listener question of the week, Craig. Alrighty, a question from longtime listener and supporter of the show. This is Martin Bredell and he’s the CEO at Takeoff PR in Austria, shout out to Austria. He often gives us a shout out as well and talks about not having kangaroos in Austria, which we of course have in Australia.

– We used to chat a bit on LinkedIn, but sorry, man. I’m just so not on LinkedIn these days. I’m terrible at it but email this in and, we’ll go through the question in a second, but I wanted to say we really like getting questions from listeners and there’s been a few others actually. Martin’s been good and we’ve been conversing backwards, forwards on the buyer journey and attribution tracking. Not so much questions but him telling me things and chatting about the discussion. So it’s been really good and email by the way, is the best format for me. I’m sorry, I bailed in LinkedIn.

– So listeners, what you were going to say, Craig, if you wanna ask a question by all means, we’d love you to record a voice question and just attach it to an email and email it through to us. We would love to include that in the show, if you don’t mind.

– Yep, we’ll fit you on the show. Actually, do you wanna read out Martin’s question in?

– “Hi, Craig. “You and Ian are really running the HubSpot marathon. “Awesome how much energy you are investing “for all of us followers. “For me, it is easy to stay on track with HubSpot. “Just listen to 20 minutes on public transport “to “HubShots.” Well, there you go.

– I know, thanks Martin, yeah.

– Thank you, Martin. “I do have this question “and I think this is something perhaps HubSpot CMS users “also care about. “How important is Google’s page insight speed? “Is this the final device measure speed? “We have tested the 20 top HubSpot partners,” so the top tiers, “and no one is doing well “on Google insight speed. “You and Ian are not the best performing there either. “Should we ignore Google page speed insights?”

– All right, so a really good question and it probably follows on from last episode or on episode two, when we were chatting about the new core web vitals that are turning up now in Google search console and these Metrix while they’re available on Google page speed insights, which is what Martin’s referring to. So I’ve got links to page speed insights. If you haven’t seen it, it’s a very simple Google tool. Google’s good actually. They’re putting out a lot of tools and these are very user friendly. And so what you do is you stick in your website, I’ve got some screenshots here where we ran “HubShots” through the analyzer. Interestingly, when I put it in, I put it in as an https but you’ll see in the screenshot, it’s taken the sl, I’m not sure why but you’ll even see the one I’ve requested. Anyway, that goes through and it gives you some metrics. Some of those, first content for paid cumulative if these are the core web vital metrics, things that we talked about and you’ll see “HubShots” on mobile is really bad. It gets 16 out of 100. It’s a little bit better on desktop. We score a 67 there but man’s alluding to the fact that, yeah, it’s a really bad score and a lot of sites score badly. So his question is, well, given that so many sites score badly and especially HubSpot-hosted sites, as well as WordPress hosted sites, we not really worry about it? So it’s a good question. It’s a difficult one to answer but lemme give a few comments. Firstly, the first thing I do whenever I use a comparison tool is I go and compare it with Amazon because we know Amazon is so focused on user experience that they will work incredibly hard to get as responsive site as possible. So that’s the first kinda benchmark, I always check in Amazon and we’ve got some of them in the screenshots. So on mobile, amazon.com that I use, the home page gets a 53. Immediately it’s better than our 16 but it’s lower than our 67 that we get on desktop. Amazon on desktop gets a 73. Go and check out the screenshots ’cause you’ll see some of those good core web vitals stats coming through. So then given that Amazon doesn’t perform particularly well, although better than us admittedly but they’re not up in the 90s, the question really does become, well is it worth doing? And so here’s, well, this is just my opinion, interested in whether you agree or disagree, Ian but I feel it’s useful as a guide. So we always look at these and go, okay, is there anything obvious or a low hanging fruit that we should fix? So if you do some of these things and you say, Oh, you’ve got a format file on the home page and it’s really slowing it down. Great, you should go and fix that. There’s also other tools, and we’ve talked about this in other episodes, Sheet, GT Metrix, webpage password of cause website creator, HubSpot’s own tool. Run through those as well. Good to run sites through a range of tools because some highlight different things, which you can take action on. However, even though we scored so badly, the other thing I do is then just test myself. I go on my phone. We don’t have particularly good internet here at home and I test on desktop, test on incognito so it’s not cached. I run it and I check the response and whereas page insights were saying 18 seconds before I could use the page on mobile, I know myself just on mobile on average internet, it’s actually responsive after a second or two. It’s actually really quick. So it makes me dubious and I’m not exactly sure why they’re so poor on page insights. So my summary is, I don’t get too caught up on it, especially when I see Amazon is also graded poorly but I do look for it into insights that I can easily fix, low hanging fruit. What’s been your experience, Ian?

– Similar experience, Craig. And one of the other tools I use in conjunction, is GT Metrix and I use that to test and keep history of what’s going on. So that’s a really good tool to get started with. I know page speed insights can be difficult at times and also listeners take a note of this. It’s called page speed insights, not website speed insights and it’s looking at a page. So you often put in your website that looks at the home page. Now, if you run that test on a different page, you will get a different answer. So just be aware that this does not apply to your site right across the board and obviously there are common components, they might be headers, footers that are common across the site, but it could be what is on the homepage. You could be running a really big video or something. So just be aware of that. So one of the things we do is like, look at those top traffic pages and test its page insights on those top traffic pages to give an insight into how the speed is. And just like Craig said, test it yourself, test it on your mobile device, test it on your desktop, get your mother to test it and see how she feels because that’s a good measure because if some people to, probably get a really younger person to test it because there’ll be really impatient and they’ll go, “That’s too slow.” So that’s a really good measure because what you might be seeing, and I know on GT Metrix, you can set where the test takes place from. So often the test defaults to the U.S or to Canada and we specifically test we was hosting a site here in Sydney and we wanna test it in Sydney because that’s where all our market is all in Australia. So that can make a big difference. We’re not going across the Atlantic and coming back here, we’re on the same continent. So just be aware of these things when we’re talking about page speed insights and about how they’re collecting the data because that’s a really key thing in this whole process. All right, onto HubShots gotcha of the week, Craig and this is going back to those listeners. Would you like all the show notes in an email from us? And now Craig is gonna explain how hard this is to do.

– All right, so just to recap, we want to send out a blog post that’s posted on a HubSpot hosted blog. We wanna send that out as the full post, all the content in an email. It’s actually quite hard to set that up custom. So many people know that when you create a HubSpot blog, HubSpot in the background creates three emails for you, instant notification or daily, weekly and monthly. And that email, if you go into it, you can edit it and you can set a setting that says, full post content, but that is only sent to the people that have subscribed using that blog subscribe widget. So normally that’s on a sidebar. That’s not our situation. We’ve actually got a whole list of HubShot subscribers that get the notification. That’s a custom email, it’s not that a HubSpot created one. That does not have an option for the full email content. So then the question is, well, how do you actually make it happen? So I’m currently working on a little process for that and I will mention that in a future show, if we can get it all working but it basically involves finding that subscription setting on the contact record, setting it via a workflow to send basically for people that are in another list. So more on that, but that’s the HubSpot gotcha of the week. I don’t know why it’s not easier or maybe it’s easy and I just don’t realize it. So the gotcha is I couldn’t find it. More on that in a future episode.

– Alright, Craig, onto our marketing tip of the week, and this is P.S lines in emails.

– Well, just a reminder that this is kinda one of those well-known, I won’t call it a growth hack or anything but it’s just the P.S line in those emails. You send out a campaign, everyone knows, they go to the bottom and then, P.S have you seen our XXX or have you this, fill out a survey. It’s very powerful, people often click that. We’ve looked at those heat map overlays where people click. Often they’ll skim through your whole email and the only thing they click is the P.S line. So just a reminder, don’t ignore the P.S in your email campaigns.

– All right, Craig, and onto our insight of the week. Marketing is like martial arts.

– I’ll tell you how this came up. Chatting with a client, they’ve got outside consultant and other marketing agencies involved. And we are the main marketing agency for this client but they’ve been involved with some government grants and government local business things who have then brought in other agencies. So there’s a bunch of marketing agencies involved and I’ve then been in calls with these other marketing agencies and we’re all kind of advising our client, the CEO of our client. And it occurred to me, there’s kind of friction and it’s not like competitive friction ’cause these other people are just on a set thing. It’s not like where they’re gonna bump us out or we’re bumping that out or anything. But it’s just actually, it’s not friction, it’s inefficiency. And it occurred to me that because I was like, why is this getting inefficient? Why are we not getting things done? It occurred to me it’s like martial arts and fun fact, I think you know, Ian I did martial arts for 30 years, I did karate. And it wasn’t until I was, shall we say at a certain level of proficiency that I then started incorporating other martial arts styles. Because when you’re a beginner, you just gotta stick with one style. It occurred to me here, this CEO is trying to learn a whole bunch of different martial arts styles as a beginner all at once. Each marketing agency has their own way of doing it, their own martial art, if you like. So he’s ended up with the big ready to rumble, mixed martial arts extravaganza and he’s a beginner, doesn’t know what to do. And it’s like none either is right or wrong. It’s not like one martial art is right. Karate is better that Judo, they’re all good. It’s just that you can’t learn them all at once. I thought that was a nice, interesting parallel.

– Analogy.

– Analogy. I don’t know if it works or I’ve flubbed it too hard there but I think it was a good insight when I explained to the client, you’re trying to learn too many things at once. Just find one, stick with it, get really good at it then you can expand to include other styles.

– I couldn’t agree more, Craig. All right, listeners, onto our app of the week and this is 3D Cover Creator in CSS. So Craig was showing this and I got excited. So we’ll put the link in the show notes. It’s really cool. Put a image of your potential ebook or book and you can create a really nice looking book that will even have some sort of interactivity with you that you can stick on a site and you can essentially cut the code and stick it on your page.

– All right, onto our quote of the week, listeners and this quote is from a Larry Bird and this ties in very well with your previous point, Craig. It says, “First master the fundamentals.” And how funny was that? I’ve stuck that code in before you actually put out the marketing tip.

– Perfect.

– Alright, listeners, we’ve got some bonus links which are in the show notes on work challenges that Microsoft has written and it’s well worth the read and we’ll probably discuss that in another episode. Please follow us on the socials, comment on our personal LinkedIn. Please connect with Craig and myself on LinkedIn and tell us that you listen to the show. We love to hear from you guys and thank you to those who have connected with us over the last week. We appreciate that. If we can help you in any way with anything, HubSpot, marketing strategy, you need a portal review even with ads because it’s very inbound, ey Craig? We can help you and don’t feel afraid to reach out to us and ask us any questions and we love hearing from you. Any questions that you have and you would like us to feature on the show, please, like I said, record them and send the voice note by email, we’d love to hear from you. Well, listeners until next week, catch you later, Craig.

– Catch you later, Ian.

– Hey there, thanks for listening to this episode of “HubShots.” To get the latest show notes, HubSpot tips and marketing resources, sign up at hubshots.com. You can also book time with us to help you grow better, with HubSpot.

Episode 213: HubSpot Conversations Trends, HubSpot Sequences

Episode 213: HubSpot Conversations Trends, HubSpot Sequences

Welcome to HubShots Episode 213: HubSpot Conversations Trends, HubSpot Sequences

This episode we discuss Conversations trends, HubSpot Email Reporting insights, and HubSpot Sequences.

Listen to the episode here: https://soundcloud.com/hubshots/213-hubspot-conversations-trends-hubspot-sequences

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.

Recorded: Thursday 30 July 2020 | Published: Friday 07 August 2020

Shot 1: Growth Thought of the Week

Customer-Initiated Chat

From HubSpot’s COVID data portal:

conversations by region

“Since the business world has suddenly shifted to a remote setting, chat volume has soared. Sales teams have pivoted to chat to grow their pipelines, while customer service teams are leveraging this medium to manage the increased demand for support.”

“With the exception of two weeks, chat volume has steadily risen week-over-week since the beginning of March, peaking at 45% above the benchmark in late-May. Total chat volume in Q2 outpaced Q1 by a notable 31%. As restrictions on businesses continue to be lifted around the world, it’ll be interesting to see if chat volume maintains this steady growth.”

However, compare the conversations growth with the contact growth:

contact growth by region

contact growth

Conversations may be going up, but contacts aren’t.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Email Report – Opens by Email Client

Worth reviewing the email client opens for your clients.

Here’s an example in the solar industry – notice how recipients are by far opening in Gmail:

hubspot email clients 1

And here’s an example in the technology space – notice how recipients by far are opening in Microsoft tools:

hubspot email clients 2

This can be valuable – for the first industry, it could even impact content strategy eg blog posts such as ‘How to setup XXX in GSuite to enable YYY’

Shot 3: HubSpot Sales Feature of the Week

HubSpot Sequences

HubSpot has been rolling a ton of updates to sequences lately – it is getting some love!

We are seeing the use of HubSpot AI here where it will choose the time to get the highest open rate!

The ability to unenroll contacts from the same company is also a great new addition.

Mouse Highlight Overlay 3

Mouse Highlight Overlay 1

If you’re using HubSpot’s integration with LinkedIn Sales Navigator, you can create tasks to remind you to send an InMail or connection request.  This is very useful if you are not getting any traction from email and using it as a way to engage with prospects.

Tip: What we suggest is to create a task to follow them before you make a connection or sending inMail.

Mouse Highlight Overlay 2

Shot 4: HubShots Listener Note of the Week

Thank you to our Listeners

Thanks to Chad Treadway from Cube Creative Design for his kind comments:

“Hey, listened to the cast over the weekend. I just wanted to say I would listen to the show if it was 3 hours long :)”

No Thank you to spammers

Here’s why I am hardly on LinkedIn – over the last week only 2 connections (green line) have been actual good connections (plus this doesn’t include all the connection requests I don’t even accept) – I mute everyone who immediately tries to sell to me:

linkedin messaging

BTW this is also why I have a VA who manages my LinkedIn for me.

Shot 5: HubSpot Gotcha of the Week

HubSpot Ads Reminder

Reminder about the HubSpot Ads interface – toggling these will impact campaigns – they are not used for including/excluding from the totals at the top:

hubspots ads 1

We’ve mentioned this many times before on the show – and we still see people getting caught out, so it is worth reminding about.

Shot 6: Marketing Tip of the Week

Google My Business – Google Guarantee is Coming

Google is ‘finally’ starting to roll out a paid option for Google My Business listings – the first is the Google Guarantee, currently starting in the US and Canada.

It adds a tick to your listing and offers some financial security for people who buy via your GMB listing. It requires a screening process and costs $50 USD per month.

This is just the start – take advantage of your GMB listing now – while it is still free.

Shot 7: Insight of the Week

Marketing Tech Stack versus Marketing User Experience considerations

A client is reviewing their martech stack – a combination (amongst others) of Salesforce, Sitecore and HubSpot. The goal is to consolidate as well as improve efficiency.

Since martech budgets and maintenance often sit with IT, they tend to become a capex line item that is reviewed for internal ‘financial efficiency’. However this can be at the expense of outward ‘execution efficiency’.

If your marketing team is highly efficient with some tools and not others – it is very hard to capture this on a line item to compare.

Shot 8: Trend of the Week

The Tech-Enabled Office in a Post-Covid World

CBinsights brings the insight with this long piece exploring technology changes in the office.

“To stay ahead of the curve, companies will need to consider key investments across wellness, remote collaboration tools, mobile cybersecurity tech, accessible HR tools, and workforce training programs for professional development and upskilling.”

One key item they highlighted: autonomous bathroom cleaning solutions:

Office Reopening Tech 2 08 1 768x390 1

Everyone is focussing on online collaboration and online learning – how many companies are focussing on these other areas?

Shot 9: Resource of the Week

Hell Yeah or No by Derek Sivers

Listening to Derek narrate his latest book has been wonderful.

Shot 10: Quote of the Week

“In the end, it’s about what you want to be, not what you want to have.”

― Derek Sivers, Anything You Want

Shot 11: Bonus Links of the Week

Building Your Go-To-Market Strategy

A useful post from SEMrush covering go-to-marketing research and planning.

Conversation Ads in LinkedIn

LinkedIn is rolling out conversation ads (which they cleverly refer to as choose-your-own-adventure-path experiences).

Shot 12: Follow Us on the Socials

Connect with HubShots here: HubShots YouTube channel – HubShots Spotify channel – HubShots Facebook group – HubShots Twitter – HubShots Instagram – HubShots LinkedIn

Connect with Ian Jacob on LinkedIn and Craig Bailey on LinkedIn

HubShots is produced by Christopher Mottram from Podcastily.

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

Episode 213: HubSpot Conversations Trends, HubSpot Sequences

Full Transcript of HubShots Episode 213

– Hi everyone, welcome to HubShots’ Episode 213. In this episode we discuss HubSpot conversations, or should I just say conversations, HubSpot email reporting insights and HubSpot sequences. You’re listening to Asia Pacific’s number one HubSpot Focus Podcast, where we discuss HubSpot tips, tricks, and strategies for growing your sales, marketing and service results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from Xen Systems. How are you Craig?

– Hi, look I’m well Ian and I must say I haven’t been like the rest of the world that seems to be doing a lot of chatting. If we were to believe the latest HubSpot COVID results, you found this from the COVID Data Portal or what have you found?

– Correct and this is really interested and it kind of piqued my interest Craig, because what was very eye opening when I split it down by region. I was like, wow, people in Asia Pacific are far up numbering these conversations more than anyone else like when we’re talking about Latin America, North America and even Amir and I was like, hang on this is like interesting information, right? So I guess the sudden shift, so what they were saying the sudden shift means that people had to pivot. And I’ve been talking to people for a long time about implementing live chat and even using some chat bots initially, but no one did it until after COVID. And then now they’re like, Oh, we should have done that. So anyway, we’ve done it, but it’s really interesting. So what they’re saying is, with the exception of two weeks, chat volume has steadily risen week over week from the beginning of March peaking at 45% above the benchmark in late May. And the total volume in Q2 outpaced Q1 which we kind of expected right? By a notable 31% and as restrictions in businesses continue to be lifted around the world I’d be interesting to see if the chat volume remains on the steady growth. Now, what I think you pointed out very aptly to me is that when you compare the contact growth, it tells a different story.

– So yeah, chat is increasing enormously up to 70%, or more than the previous benchmark, but contact growth no, pretty low, some grow, some not. Maybe in Latin America, there were contact growth was much larger, which was kind of an interesting sideline. But yeah, in APAC, yeah, it’s, the chat is high and growth isn’t. So I don’t know if all that chat is happening with customers that are already contacts or whether people are just doing a lot more inquiry but not actually signing up for anything. I can say anecdotally, from our big clients, like big enterprises where we’re doing conversion-based lead gen campaigns for them, we’re getting low numbers of conversions. This is across a number of industries. And we’re scratching our head, plenty of traffic, plenty of engagement, lots of paid ads, lots of spend but people are just not signing up for stuff. And we puzzled, I think, we’re trying a whole bunch of things, but maybe that people are just ad-fatigued and they seem to show interest, but they won’t go the next step. They won’t even hand over an email address. And so we’re finding that really weird, so that kind of correlates with what was seeing in these graphs from the HubSpot Data Portal.

– Yes, I guess, again, Craig, it depends, because on some of our customer portals, we’re seeing very low to no engagement over chat. But then on others where people are buying certain goods that they need, there is a decent level of engagement on a daily basis to the point where what we started doing was we started off with live chat, now we’ve put a bot to start the chat, to collect some information and then we’re moving into a live chat scenario. So it’s really interesting to see what’s happening and again, like I tell people, it’s all good theory until you test and measure it. So, with the tools that you have, you should be able to get this going really quickly to understand is it effective in your market space. Now, Craig on to our marketing, HubSpot marketing feature of the week, and this is the HubSpot email report and email opens by client.

– Yeah, I’ll draw everyone’s attention to this ’cause this is hiding right down the bottom of an email report. So you’ve sent out an email campaign, let’s say, you go and view it, you see all the results, of course it’s got that at the top, you know, opens and click throughs and all of that, you scroll right to the bottom and you see this opens by email client. So I’ve got two screenshots from two different portals here. In the first one, we see a massive skew towards Gmail up around 60% of opens are in Gmail. And in fact, when you look at how many Outlook or Microsoft Office based opens, it’s less than 5% total for this newsletter sent. And then in the second screenshot, I’ve got an example from one of our clients in the technology space and you almost say the reverse, massive opening by Microsoft tools. So why am I highlighting this? Well, first of all, it’s not unexpected, you know, in the technology space, and especially this client here, they’re actually SQL Server consultancy. So do expect at Microsoft, but in the first instance, it’s like, Oh, these are actually for solar dealers and we’re like, oh, seeing no Microsoft tools in solar dealerships. It’s all G Suite. Now, and so that gives us insight into what kind of content we could be writing. So just a simple example for this it might be on how to use G Suite and connect it to HubSpot, for example, or how to use the latest extensions in G Suite for growing your business. So the point of mentioning this is, I think it’s one of those things that people often overlook, they like I don’t care what they open my email in, and so well maybe you should check it out because depending on the industry they’re in, there might be some content ideas there to take advantage of.

– Absolutely right, Craig, and I think you highlighted something very key to providing some insight to people with very little effort. Alright, now on to our sales feature the week Craig and this has to do with HubSpot sequences.

– I’m so looking forward to hearing you talk about this ’cause you know what, I don’t use HubSpot sequences at all. We don’t use it with any of our clients. So I just wanted to say that up front, because I know I try and be across everything. But sequences is just something I’ve not used at all and not with our clients. So talk us through it, we’ve talked about it on the show, and I understand how it works. But having not actually implemented it, I can’t talk with authority. So tell us all about it ’cause I know you’re using it with a ton of your clients.

– Yes, we are Craig and so one of the things, so there’s heaps of things to, in sequences, but I’ll highlight some of the changes that have come in which will actually help people. So the first one is we’re gonna see, just because we love HubSpot AI, here’s more, and this is where it will enable you to choose a time so you get the highest open rate and we’ve got a screenshot in there and you can send those automated emails. And you can specify the time, which is actually really cool. So between certain hours.

– Actually, maybe we should go back a step. For listeners that don’t actually know what HubSpot Sequences is, do you wanna give a very quick summary of the functionality?

– So it’s a sequence of events, that generally involve, could be a task, can be email, can be you getting a task to send in email, what happens is that you initiate it from HubSpot, or from an inbox as a sequence, you choose, so let’s say that there’s seven steps in here, you choose when each of those steps will be triggered, or you give these, sometimes defaults. And then what happens is, when you initiate the sequence, and it’s in, someone’s enrolled in it, it’s basically like you are taking those action through your inbox, but the system is doing on your behalf. So it’s pretty much like a one on one interaction. And the way you break the sequence or a way people get out of it is if they respond to that Email, that’s how it breaks the sequence and they get unenrolled. The other way they would do it is manually and that is say somebody gets your email, and then they call you up, then you should unenroll them from the sequence so they don’t keep getting the next email that says, Hey, I haven’t heard from you. So those are two ways to get people out of the sequence. But it’s really a one on one interaction between two people that’s automatically executed. So the next thing, Craig, which is really good is the ability to unenroll contacts from the same company is a great new addition and this is in the settings, you can actually turn this on so it’ll unenroll all the people from that company. Now, sometimes this is not valid, because you might be speaking to different people. But I guess this is important if people are trying to get in touch with multiple people that may be in the same team. So they just wanna make sure that they’re stopping this from going out any further once they’ve made that contact. The next thing I wanted to share was the ability to Connect LinkedIn Sales Navigator, and to send Sales Navigator email and connection requests. Now this is great, right? But here’s a little tip that we’re doing with one of our clients is, before we even do this, we have created a task, which ends up going to the person in sales to say, look, if these things haven’t happened, what we suggest is you follow them on LinkedIn. So go follow, see what they’re doing, and be educated before taking the next step. So the next time they make a call, they can actually talk about something about what they know what that person is doing or what’s been going on in the industry that will help them bridge that gap. And then after that, I would say then make the connection requests without randomly connecting to people without intent.

– Okay, so give some examples of how you’re using this with your clients. And also earlier before the show you were telling me an insight that you’d found with one of your clients without sending out, and you can Check response rates and all those kinds of things to gauge success.

– Correct and there is a lot of great reporting around sequences. And in, this is in the sales content analysis. As an example I was doing it with one of my clients, they noticed that they’d enrolled over 100 people in a sequence, but they only had 11 opens, and with an average reply rate of 7.7%. So we actually looked at why this would be the case. And we looked at the first email, we looked at the subject line, looked at the first sentence and they’ve got somebody new in sales and he looked at it, he goes, ah, I don’t know if I got that subject line and I saw that, I’d be like, it’s not really enticing me. So we went, Okay, well, let’s change the subject line and let’s change that first sentence. So it’s a bit more enticing and one of the guys in the team, I’ve been working with him and he’s quite an interesting character, and he always put something quirky and actually, I thought it was really good. So I said, What have you sent that has actually made people open your email, so he said, Oh, I have had this title, and I put this as the first sentence. I said, Okay, well, let’s try that for the next month, and see whether we can increase the open rate and increase the interaction that people are having. So that’s what we’re gonna test over the next 30 days. So, but that’s a really good insight. So looking at the numbers, makes a massive difference in this whole process, and always be refining and testing. So don’t be afraid through the whole process we’ve actually changed stuff. So we’re looking at sequences as people, as sales team using, we’re looking and seeing what is working, then they say, Oh, no, that doesn’t work. We can’t send, do this task here. Can we shift that? So sequences have becomes so much more flexible, where you’re able to move the task or the particular action down or up based on where it needs to happen. And it’s made a massive difference. That’s all I can say is that don’t be afraid to try new things.

– You’ve inspired me, I’ve got to get into this. There’s some areas as much as I love the product, I just can’t be across everything. And this is one of those things that I’ve really neglected. And perhaps some of our listeners have too. So join me, let’s play with sequences further.

– All right, Craig. HubSpot listener of the week I wanted to shout out to Chad Treadway from Cube Creative Design, by the way, nice link there for you, added in the show notes. Chad, thanks for listening, a great supporter of the show. He’s, we’ve emailed back and forth a number of times, pretty sick, ’cause you know how we asked, should we increase the length or keep it shorter and–

– Yes,

– So he very kindly replied and Hey, listen Listened to the Cast over the weekend, I wanna say I would listen to the show, even if it was three hours long. Oh, my goodness, that’s commitment there and very much appreciate that comment Chad, thanks for being a great supporter and that made my day. I know this probably took him 10 seconds to shoot that email through but it made my day. So thanks, and thanks to listeners who send us that.

– Now listeners because Craig loves doing things live. I was actually thinking of doing either a YouTube or a Facebook Live, and just to encourage people to jump on. And you can ask us questions. So if you’re interested, please message us on LinkedIn and tell us or on Instagram and let us know. Because I’m actually keen to try it out, Craig, not so much on the other hand, but–

– No, I’m quite, I’ll do it, you’ll force me to do it. Okay, I’ll do it. But hey, speaking of LinkedIn, so that first part was thanks to our listeners and thanks Chad in particular, but no thanks to spammers. And I’ve put in a screenshot this is from my own LinkedIn messages screen so that you can see why I’m almost about to give up on LinkedIn. I mean, I’m hardly on social channels anyway. But this will give you insight. So in the screenshot, you can see whenever I get someone, first line of defense, I get a whole bunch of connection requests and you know, I accept some and then I decline others or all my VA actually does a lot of this for me, but then over the ones that make it through in the screenshot, you can see how many I’ve muted, right? I go through and, and this is as soon as I connect with someone they send me, hi, I wanna sell you stuff, like I can’t mute, so that they, you know, ’cause otherwise they’re using, you know, Phantom Buster or whatever, any of these LinkedIn spamming tools to just set up sequences. And so in the screenshot, there’s only two in the last week out of all the connections, and I’ve marked them in green, that are actually valid, and they were listeners and so they were the only good requests, while they’re two listeners, and thank you for those connections, they didn’t try and sell me stuff. And someone even said, I’m not trying to sell you stuff. I guess I noticed too well now, but oh my goodness, I have so much. It’s a bit of a dumpster fire LinkedIn, isn’t it? It’s just so.

– You what know, Craig I didn’t even know about that mute feature. So thank you for letting me know. And listeners if you are listening and you wanna mute the messages or the message from that particular person. I try to find it looking at Craig’s screenshot and had no idea where to go. So you need to make sure that it’s the three dots in the main section where you see the messages. When you click there, you’ll get the option to mute the person. It’s not in the section where you see Craig’s screenshot.

– All right, maybe I should put a second screenshot ’cause yeah, until, I just thought everyone knew about it. And you can also unconnect, I don’t normally unconnect well then maybe I’m getting–

– It’s like unfriending people, Craig

– Unfriending, yeah, but you can just get your VA to do it. They just go in, anyone that tries to sell you stuff straightaway mute or if it’s particularly bad, I just disconnect but you can tell when they even try and connect if they’re spammy, so, normally I don’t even accept those ones. Anyway, I’ve gone off on a rant on LinkedIn. In fact, I’ve probably spend much time ranting about LinkedIn than I’ve actually spent on LinkedIn in the last week. Okay, lets move on.

– Yeah, I’ll give a shout out to your VA, Marrie.

– Yes, Marrie, you’re wonderful.

– All right onto our HubShot Gotcha of the Week Craig and this is the HubSpot ads reminder and this is a reminder to people, if you’re looking at the ads interface, and you see that lovely button that looks like you’re turning things on or off, what that is gonna do, is gonna stop or pause your campaign. So don’t play with those buttons thinking it’s gonna fix your reporting on the dashboard, it actually turns the campaign off.

– We’ve talked about this a number of times on the show before and it still keeps catching our clients. So this is a screenshot from today for a client, actually, we’re not working with them at the moment, but we used to, but going in and doing some, a little bit of training. And then someone just goes in Oh, yeah and here’s how we look at reporting and I’ll just turn this off to update the title. No, no, you’ve turned the campaign off. Well, whoops, turn it back on. It’s just a bad user interface. This is a user interface.

– Faux pas.

– Is it faux pas what’s the word?

– No, it’s bad,

– Of that design, yeah, a design where it’s not. It’s exceedingly easy to use, but not intuitive enough to protect you from yourself, there’s a word for that kind of design. But this files.

– All right, Craig onto our marking tip of the Week and this is Google My Business and the Google guarantee is coming. Haven’t we spoken about this a few times?

– How long have we been saying paid things are coming to Google My Business. So take advantage of your Google My Business listing while you can. But plus this kind of, this Google guarantee, well, it’s only available in the US and Canada at the moment, but I’m sure it’s gonna roll out to other regions. So hopefully it comes to Australia, and we’ll get a chance to use it. So we haven’t actually used it yet ourselves but looking at it, it’s 50 bucks a month, and they give you a guarantee and a tick and I would jump on that, frankly, for the credibility it provides.

– Absolutely,

– And the Google My Business thing for a bunch of our clients, especially if they’re local businesses, you know, I don’t know ’cause we don’t really get much local business and not all local businesses such be how to sell for our own agency, but for our clients, a lot of our clients, it’s a no brainer. 50 bucks a month to get that tick, jump on it.

– I would. And just to speed up the screening process and to have the support, I think that’s well worth it. All right, Craig our Insight of the week, Martech Stack versus marketing, user experience considerations.

– All right, so speaking with a client raised, I want to say there not a large corporate but they’re mid to large company, hundreds of staff, not thousands but big and a number of systems so big enough to have a legacy and complexity within their Martech Stack. They brought in an outside consultant to review and improve in terms of efficiency. So we’re part of the discussions with them, quite a number of platforms they’re using but the three of interest for this discussion are Salesforce, Sitecore and HubSpot. They’re on HubSpot enterprise. They’re on a Salesforce huge thing they used to have Pardot but they scrapped that HubSpot took over that. But they’ve got Sitecore for their site, and they’ve got quite a complex registration piece on their site. So they need Sitecore for that, it’s custom integrated with Salesforce. HubSpot is not a fit for replacing their website with its complexity. But they love HubSpot for landing pages, email marketing, social campaigns, and overall reporting, ’cause we have the pixel across their site as well. Anyway, the consultants come in, and part of the remit is to review and consolidate. And what’s interesting about this whole situation is that often Martech budgets and maintenance sit with IT. And so they’re normally a CapEx startup, So they’re a CapEx budget under the IT. Line item so that’s often reviewed for financial efficiency, purely just on cost of platform. And the reason I’ve got this in Insight of the week is because it’s very hard to argue, well not argue, but to discuss anything except a financial line item. And what I was explaining today when we’re chatting with them is the user experience of HubSpot in particular because they hated Pardot, they’re frustrated with Sitecore for a number of reasons not all Sitecores are fault, I have to say. But they love HubSpot. And so what we’ve seen is this HubSpot go from what was just initially a few landing pages with some nurture campaigns into now a portal that has hundreds of pages and also they’re sending hundreds of separate email campaigns every month. They’re sending, I was looking over the last, just last couple of months they’ve had almost half a million email since coming out of HubSpot portal. And the reason for that and that traction and you just see it go up over the last two years since we’ve had HubSpot in there, the users love it. And even then I was looking at their user list and I was like oh, wow, you’ve got like 20 people from the company in here, oh yeah, we’re all doing emails, everyone loves it. Of course, IT doesn’t see that, they just see a cost for HubSpot. They don’t see the actual user experience and the outward outcome from that, more emails that’s actually driving revenue. All they see is the internal piece. And so I just wanted to highlight this for agencies and also marketing managers, just to think about that you’ve got to be aware of this, especially when you’re talking about enterprise tools that often falls on IT. So it’s a Martech IT cost rather than a marketing revenue cost. So it’s cost setup versus revenue setup. And by the way, that’s why you’re starting to see IT report to the CMOs now, because the CMO is a revenue driver whereas IT tends to be a cost center still in some cases. So outcome of all of this, very hard to actually put a dollar figure on user experience and people loving the tool. But as a marketing manager, you need to because just by using the tool, you might have saved staff costs and things like that. So it might actually be having a financial effect, very hard to capture and put on a line item. But just another example of where HubSpot is providing value in a way that the whole enterprise benefit from, but it’s not necessarily recognized for.

– I couldn’t agree more, Craig, I think we were having this discussion not long ago about thinking the tool was expensive. But the tool that someone would be currently using is taking 10 times longer to do things in and giving less data to make the right choices. And I thought, did you ever figure out how much that was costing you, rather than saving money on the tool? So you know, you’re absolutely right. And this is what we’re seeing across a lot of organizations. This is not dissimilar to what you have just mentioned in terms of what people are experiencing and how critical it is now that these tools are operating and usable to get the result that people want. Now talking about that Craig, what’s a trend of the week?

– This is from CB Insights. CB Insights, bringing the insights with a long piece exploring technology changes in the office and when you talk about this post-COVID world which apparently everyone’s using post-COVID world, that’s a term now or new normal, I’m sick of hearing that, but they talk about what’s gonna change. And of course, we all jump to the usual go-tos, which are online collaboration, online learning, then were gonna go, this article highlights a few other trends, autonomous cleaning solutions in bathrooms. I’m just gonna pick on that one. Because, of course, and when you read the article, it’s like, yeah, this is technology robots, one of your clients, I’m not sure if we can mention them by name. But they actually make these cleaning machines and robots that will actually work in offices. And it’s like, everyone’s talking about online learning, that’s that’s the cool topic. No one’s talking about the machines that are cleaning bathrooms to keep us safe. And so the takeaway from me was, think outside just the usual examples that everyone’s talking about, look at these insights, CB Insights, see article there worth reading, and just expanding your thinking.

– Yeah, I’ll tell you one thing I came across the other day, Craig, as I was going into a shopping center to get something and you usually got to push the button to get the parking ticket, anyway so this time it was like, hey, wave your hand in the parking ticket will come out and I thought, Oh, that’s interesting. So here we go, there are so many of these things, like you rightly say that are taking place, that are not just directly technology related, but how we go about our daily lives. And I think there’s so much opportunity. So if you’re a business and you go I’m stuck, and I don’t know what to do, take a day out, get some people together, even people that are not in your business and think about what you can do to take advantage of what is happening right now. ‘Cause you might be surprised what you come up with. All right, Cray, we’ve got a great resource of the week and we both love it, Derek Sivers and his new book, “Hell Yeah or No”

– Yeah, Derek Sivers, as many people will know, we talked about him on the show before he built a online CD store called CD Baby. And he’s had a number of books, I’m listening to this, I don’t normally listen to audiobooks. I’m much more of a reader. But I’m listened to, he’s a great narrator. He has a wonderful voice and he’s got these sound effects and just some really nice quirks in terms of an audio like, I’m really enjoying it. It’s really inspiring me to think, along the lines of our quote of the week, which you found also from Derek Severs, which is,

– In the end, it’s about what you want to be. Not what you want to have. There it is Craig. All right, there are some bonus links, listeners about building your go-to market strategy. And it’s a useful post from SEMrush about covering your go-to marketing research and planning. So I’d encourage people to actually look at that. And also LinkedIn is rolling out conversation ads, and they, what do they refer to it as Craig?

– They’ve quickly referred to them as choose your own path, experiences way to say this with client now, so yeah, that’s a nice play on there. Remember the old Choose Your Own Adventure books when you’re a kid? I used to love those. But yeah, choose your own path experience. I think that’s the way to go. So it’s a combination between more of a bot, or chat bot and in my own kind of experience, so yeah, LinkedIn finally catching up and perhaps even innovating,

– And listeners again, please follow us on the socials, please connect with Craig and myself on LinkedIn. And send us a note that you listen to the show. We’d love to hear from you. We love to hear from our listeners. Thank you so much for everyone that has connected. Shout out to Christopher Mottram from Podcastily that produces our podcast. Thank you, Chris, for the great work that you’ve done in the almost five years we’ve been doing this together.

– Listeners tell us what you think of the outro music.

– Oh, yes, that’s right.

– But until next week Ian, I’ll catch you later Ian.

– See you Craig.

– Hey there, thanks for listening to this episode of HubShots. To get the latest show notes, HubSpot tips and resources sign up at HubShot.com. You can also book time with us to help you grow better with HubSpot.