Loving the direction this new Attribution reporting is heading in.
Drill into Deal and then pivot based on sources, content types, content titles, etc
And then drill into the Individual interactions.
You learn some amazing insights based on previous interactions eg check out this journey from initial contact in 2013 through to a deal in 2019:
Use the different attribution models to allocate out the attribution across the interactions – I’m really liking the linear model – here’s some example differences:
Shot 3: HubSpot Sales Feature of the Week
How to get incoming emails into CRM
To log incoming emails into the CRM, forward them to this email address (firstname.lastname@example.org), which is your HubSpot Portal ID. Emails forwarded to this address will be attached to any matching contacts. If no contact is found, a new one will be created.
Setup to never log emails from addresses you define in the Email integrations > Log and Track settings
Shot 4: HubSpot Gotcha of the Week
Changing Contact property setup, that is used in a Form
If your form uses a field directly based on a Contact Property eg a dropdown list, be aware that changing it at the property level will immediately impact all forms that use it
Can be misleading if you go to edit a form, choose to edit the property, but don’t yet Publish the form.
You may be surprised when you see it live straight away.
Shot 5: Marketing Tip of the Week
Quick implementation with your minimum viable site/product
Not being able to see who could also be responding to messenger conversations. Had one of our customers and myself responding to a customer enquiry. Only when the conversation ended did I realise that our client started to respond!
Please rate and leave us some feedback as this helps us improve and reach more marketers.
Episode 175 Transcription
– [Ian] Hi everyone, welcome to HubShots episode 175. We talk about contact cleanliness and contact smarts. You’re listening to Asia Pacific’s number one, HubSpot focus podcast, where we discuss HubSpot tips, tricks, features, and strategies, for growing your market and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. Craig, welcome to the late-night episode of HubShots.
– [Craig] Yes, that’s right. It’s just gone 10 o’clock at night as we’ve started recording this. We’ve spent far too much time getting distracted as we were planning tonight’s show.
– [Ian] I know, and you know what, this is after a night of running the HubSpot user group in Sydney. So it’s kind of like we’ve had two late nights. This is like the tail end of HUG, isn’t it?
– [Craig] It’s so much HubSpot Goodness, that’s all I can say. And we’re gonna, we’re actually gonna cover a whole bunch of things today in the episode, which I think will be really practical and useful. But before we do, let’s chat about last night and the HUGCast.
– [Ian] Last night at the Sydney HubSpot User Group, we had, well, we attempted to record, the third HUGCast, which was a combined podcast between Inbound Buzz and HubShots, with Moby Siddique.
– [Craig] Yeah, this was the brainchild of Moby. So he thought, “Well, we’ll talk about what podcasting is “and how to get started, and tips and tricks, and equipment, “and all kinds of things.” And to make it kind of meta, he said, “We will record it in front of an audience.” So it was a podcast recorded live in front of a user group audience talking about podcasting, and some good questions came of it as well. And we’ve got some photos in the show notes, and also a link to the deck, so, the slide deck that Moby put together. And look, it was just good to have kinda the third crossover episode of InboundShots. Always good chatting with Moby, isn’t it?
– [Ian] It was a good night, just after INBOUND ’19. And we, thank you to WeWork, because they generously have our set.
– Such a good venue. It’s such a cool vibe there at WeWorks. Get along to our next one in November, November 27, if you’re in Sydney, or else check out the global site for HubSpot user groups. You’ll find them all around the world actually just before we move off the user group. It was great start to the night from Elliot Chapman, giving an excellent tip.
– Yes Elliot, in gold. Actually we should put–
– We could steal that and put it in our tip of the night, because he covered, what did he cover?
– [Ian] He talked about contact views.
– Filters, yes.
– [Craig] In all objects, contacts, companies, deals, yeah.
– [Ian] And actually, if you’re keen, we should put a link in the lesson. There is a HubSpot Academy lesson, that Elliot has, which actually talks about all those contact filters.
– [Craig] Well, that’s right. Well, actually, if you follow the link in our show notes to the deck from last night’s HubSpot user group, and then you find one of the slides, that we, slide that actually links off to Elliott’s HubSpot Academy mini-course. So, check that out before we leave. Sorry, I know I’ve done a double exit on this one. But before we leave, the final session had Tony Eades and Jaime Schell talking about their insights and takeaways from INBOUND, so that was good. Now, that was all recorded as well, I think. So we can actually make that available. It was just a great night and so many people were so kind and came out and gave us good feedback about it. The food was good, as usual.
– [Ian] Now, Craig, talking about INBOUND ’20. I think we’ve got some speaker suggestions.
– [Craig] You know what? I think HubSpot really need to go for it big time next year. And in terms of speakers, you know, who I’m wanting to see? Well actually, you say, who do you want to see first?
– [Ian] I think I’d love to see Sir Richard Branson.
– [Craig] Richard Branson, and I’d like to see Tony Robbins, if they could get both of them.
– [Ian] That would be fantastic.
– We’ll be there, right?
– [Craig] Yeah, that’s right. By the way, you were telling me, how many people actually attended?
– [Ian] So, yesterday, when we were at the Sydney HubSpot User Group, there was a mention of 26,000 people descended on Boston for INBOUND ’19.
– [Craig] Wow, ’cause when I went back, when was that, I went for three years in a row.
– Three years ago.
– [Craig] And the first time I went, I think there was just on 10,000 maybe or they’d just got over 10,000. Now it’s almost triple the size, wow.
– [Ian] And it’s not just about marketing, it’s really about what I described it to be.
– [Craig] It’s about an experience.
– [Ian] It’s an experience, it’s an event, right?
– [Craig] It’s an event, yes.
– [Ian] But anyway, regardless, we’d love to see Tony Robbins and Sir Richard Branson. All right, Craig, on to HubSpot Marketing Feature of the Week. And this is going back to contacts, and about finding the hard bound contacts. Now, I’m gonna take it one step back. What is a hard bounced contact, Craig?
– [Craig] Well, the best example is when they’ve left the company and their email is no longer in existence. So it’ll just bounce right back. You can get it from some other events happening, but that’s kind of the main one.
– [Ian] Yeah, now, I have seen, in terms of other bounces, that happen and it might be marked as hard, certain companies in their spam filters might say that they don’t want to get email from certain providers and that gets marked as well.
– [Craig] Okay, so blocked providers, yeah.
– And I think, you know, the other one, I think this might be a soft bounce, though, is when the inbox is too full, comes back as a soft bounce. But yeah, it’s still not a good sign. Deliverability issues nonetheless.
– [Ian] Correct, so what we want to highlight is that there, under more tools, in your list, there’s actually a really easy way of creating a list of hard bound contacts or adding hard bounce contacts to an existing list. So we’d encourage you to actually have a look at that because this really should be reviewed pretty much after every time you’re sending email marketing.
– [Craig] Why this is good is because previously what you’d have to do after you’d send an email is go into the individual email, “Oh, those are the ones that bounce, “okay, I’ll add them to a static list.” The time-saving here, ’cause this is new, and we’ve got the link to the HubSpot post about it, is it just means you can do it from lists and you can get them all, so that’s–
– Yeah, a time saver. Now, there’s one other thing, though. It’s something called global bounces. Global bounces, yeah, now, I’m not entirely sure of the full details of this, but you tick it on. And what they do is, because HubSpot’s across so many portals, if there’s an email address that’s in your portal that they know has bounced, because other portals have tried to send to it. There’s this global sense of it’s a bounce, and so you can include those and automatically get them, even though you might not have sent them out, to get them back and had the bounce. HubSpot helps you out, and I think that’s really cool.
– Yeah, you know–
– That’s the real benefit of this kind of system.
– [Ian] Exactly, and you know one thing I discovered, how I realized this is happening, was one day when I added a contact in, I don’t think it was our portal, but when we were doing some work with a customer, and I was adding it in, and they said, “Oh, we cannot send email to this contact “because of this particular reason.” I was like, “How did it know that?” And this is probably the reason why. And so the ability to do this globally is pretty good, keeping the deliverability clean.
– [Craig] You know what I’d like to know? I would like to know what percentage of all the contacts in all the HubSpot portals out there, what percentage of contacts are in multiple portals? What do you reckon the overlap would be?
– [Ian] I think there’d be a fair bit bit of overlap, Craig.
– [Craig] There would be, but what would you expect, like 10%, 50%?
– [Ian] I reckon probably like 20 to 30%.
– 20 to 30%.
– We’re just talking random numbers here now.
– [Craig] And see, the thing is, over time, that overlap is just gonna grow.
– [Ian] Correct, because we are a platform.
– [Craig] That’s right, until that one day, which, you know, will come, when every single company and person in the world is using HubSpot, right. We know that day’s coming, that meant by definition. And therefore, every single person in the world will be in a HubSpot database somewhere. The overlap would have to be incredibly high. Imagine the bounce stats they’ll have there. Their deliverability will just be incredible. They’ll know exactly which contacts, okay, anyway.
– [Ian] Okay, now coming back, we spoke about a tool that we’re using called NeverBounce, to actually help clean up lists. And I think this is a really good thing. This is where, we’re putting in both of our businesses. We’re putting this a part of our process–
– This is so good. Thanks to you, I actually used this today, this afternoon on a client’s database just to find all the invalid ones and, yeah, clean out the junk.
– [Ian] Yeah, I’ll tell you why. I’m still stuck in my little malarkey of, you know.
– [Craig] Oh, you’re still in the HubSpot quarantine!
– I’m still in quarantine.
– We talked about this three or four episodes ago.
– [Ian] That list, my customer list is still quarantined. My get out of jail free card isn’t working. What do I have to say? I’ve got to produce all the documentation now, which I’ve got to get off my customer, which is proving incredibly hard. But regardless, what I want to say, this is a really good process to have. And if you’re an agency or you’re somebody in marketing, that manages data that’s given to you to put into marketing from other systems within your business, even though they might be communicated, asking the right questions, running them through something like NeverBounce, and checking your list cleanliness, is a big key thing to do.
– [Craig] Seriously, I’m gonna use NeverBounce on every client now. I was chatting with this client, they’re only small, a HubSpot Starter. they got 1,200 contacts, thereabouts. And they had had an issue with, they got a warning chatting about, “Oh, we’re gonna do up that list.” I said, look, I’ll run it through NeverBounce. I said, look, it’s an external tool. It does have an additional charge. It’s like, “Oh, okay, no worries. “Well, I’ll have to get approval for that. “How much do you think it’s gonna cost?” I don’t know what was in his mind, but I think he was thinking, oh, it’s gonna be a dollar per contact, or something like that, to get it checked.
– Course it’s a dollar per contact, Craig.
– Dollar per contact. Anyway, I said, “Oh, okay, look, I’ll just look at their pricing.” And you know it’s point eight of a cent per contact. I said “Oh, it’s gonna cost you about $10.” It’s like it’s a no-brainer, $10 to check that your database list is clean.
– [Ian] Don’t get caught in the situation we’re in. And do your due diligence when you’re putting contacts in. All right, Craig, on to our Sales Tip of the Week, and this could also be a marketing feature. This is the ability to collect contact information without disabling cookie tracking on forms. Now, this is great if you’re going to trade shows, or maybe you had a stand at INBOUND and you were collecting leads, you could use this feature because one of the things you would know when you fill out a HubSpot form, you get the cookie tracking so you don’t have to fill out your details again on that form. And then you used to have the ability to actually disable the tracking if that one form was being used multiple times. The feature now is that it can still have the tracking on or does it gets switched off on it?
– [Craig] I don’t know. So, this one, is basically, it’s a setting that says if the email address is different, create a new contact. You could be the same person in submitting this form. So a new email address, I will create a new contact. Whereas before, with the cookie–
– [Ian] You’d get it overwritten.
– [Craig] Yeah, the cookie would tie them together, and before, you’d have to say, oh, well turn off that cookie thing to try and avoid it.
– [Ian] See, that’s an interesting, yeah, it’s an interesting scenario. I’m just thinking of a scenario that I’m just coming up against with one of my customers. When we’re collecting additional details.
– [Craig] It’s put as a marketing feature because, you know, maybe it happens on websites or communal terminals in some places, but I think I see this in a sales feature, trade shows.
– Yeah, absolutely, it is a–
– [Craig] If you think about some of your businesses, you know where they go up to people, they’ve got a just an iPad with a simple form, just typing people in and all of this, creates new contacts, bang, bang, bang. And you know, the thing about this, this should have been in there right from the start. Before, we would explain to clients, oh, there’s this cookie thing, and you gotta do this, and they’re like, “Ah, right.” You show them this, ah, new email, new contact, aah. It’s just so much simpler, right? It’s kind of obvious in hindsight.
– [Ian] Now, Craig, there was one thing I wanna talk about, and this is actually probably helpful for sales. It’s about adding a meeting link to your contacts. It’s a feature that you can actually implement, and put it into a contact property. It’s to actually run a workflow, so obviously you’ve got to be having a sales professional or marketing professional to do this, running a workflow to insert the contact owner’s meeting link against their contact, which you can then use in the emails or communication that you send out to your contacts.
– [Craig] Yeah, that’s right, so let’s go back a step just to explain this. So, let’s say you’re sending out a bulk email to all these different people on your list, and you want to include a link so that the recipient can book in a meeting with whoever their account manager is. Now, previously, you couldn’t really do that. So this nice little hack, this is from a HubSpot blog, is, as you said, create a custom property, populate it with the meeting link. However, you need a workflow that goes through to populate that property with the meeting link. Now, I was thinking about this and I was thinking, well, you know, if we know who the contact owner is, couldn’t we somehow say, “What’s the contact owner’s meeting link?” And if they only had one meeting link, well maybe that would make sense. But, of course you can have multiple meeting links. So the reason for the workflow is to say, oh, well, you’ll pick the meeting link and put it in. I still think there’s an opportunity to make this simpler by having, this is my default meeting link.
– [Ian] Yes.
– And so then–
– Well, there is a default.
– Is there?
– Yeah, there is, when you create multiple, there is always a default.
– [Craig] Oh okay, well, in that case I think you should be able to just pull that contact. I think that should be able to be accessed from a contact property where you say, contacts, contact owner’s default meeting link.
– And I think you should be able to access anything that’s from the contact on his profile in the contact record in itself as a personalization token.
– Surely, that would get around it.
– [Ian] Anyway, here’s another way to get around it.
– [Craig] Yeah, this is a nice little hack for the meantime.
– [Ian] All right, Craig, on to our Gotcha of the Week. Now, here’s a little gotcha, sir. We’ve been talking about messenger integration into conversations.
– Which is fantastic.
– [Ian] And we love it, so, I’ve actually integrated this for a customer of ours. And my customer, who has, as somebody knew in customer support, was being very proactive outside of business hours. So here I was, I was working away, I saw this message come through, and it is one of our customers that they roast and sell coffee. So, I quite enjoy working with them. You know, we love coffee, sir. So I thought, okay, cool, someone’s on there. I think I could answer this question. Anyway, somebody jumps on, I kind of missed the first bit thinking, oh, he’s just asked a few questions, I get in on the conversation, start having a chat. It’s actually one of our friends who works there now, Jerry, so he looks after customer service, so I figured, okay, I know who this is gonna go to. I’ll assign this to Jerry, when he gets to work tomorrow morning he’ll sort it out. Anyway, well here we are having a chat. The guy’s asking me questions. “Can I come and get this?” Yeah, sounds all right. “Do I need to order it online?” I said no, should be all right. You should be able to come in and collect this, okay? Anyway, so, conversation’s going on, I ask him for his phone number so we can contact him in the morning. And he goes, “Great, see you later, all done.” Anyway, I thought, okay, I’m gonna just go to check this. I’ll just go up the chain here to check the conversation. Anyway, I see that Jerry actually started responding at the start, but it showed up as an automated message, and I couldn’t tell who it was. And then when I’ve gone back to the chat transcript, I can see it says it’s an automated message, even though Jerry has signed off at the end. So there’s the gotcha for the week, because if he didn’t contact me, I would not have realized that it was actually him who actually put that message, it actually shows up as an automated message.
– Right, so the gotcha is incorrect labeling.
– [Craig] So can I just check? Do you have a chat bot on this particular conversation channel? Or is it only Facebook Messenger.
– [Ian] Only Facebook Messenger.
– [Craig] I don’t know why it’s got automated then. Are you sure you don’t have a chat? That’s weird.
– I’m pretty sure I don’t. Maybe I need to go check it.
– [Craig] Because I suspect it might be a bit of a bug with, I don’t know actually, because we don’t get that in ours. They don’t show up as automated.
– [Ian] Let me go check it out.
– [Craig] Yeah.
– What is this?
– Live troubleshooting.
– [Ian] Live troubleshooting on the podcast.
– [Craig] So, let me go check that out, and we will have to get back to you guys, but there you go. I am pretty sure it’s not. So, Shot 5, our Marketing Tip of the Week. And this is one you found. This is a new tool from Think with Google.
– [Ian] Yes, Craig, I love finding new tools, as you know. And I love it when people like Elliott send me new tools, as well. So, this is a tool that I found on Think with Google. It’s called Find My Audience, and it helps you understand who your most valuable customers are on YouTube. So you can discover new audiences, and learn how to reach them individually with relevant messages. So there’s kind of three things that they said it would do. I have to admit it was a bit of a confusing experience we were having.
– [Craig] This was a terrible user experience. I’m not gonna hold back alright, because you saw how much I was struggling. I was pressing this button, Find My Audience. And it’s going, “No, errors.” and all, just–
– You were having a user, not a very good user experience.
– [Craig] No, look, and I don’t know if that was the classic id10t error. You know, I found out where the problem was, it’s between the chair and the keyboard. But look, I actually just, yeah, I found it frustrating. And I, well, I challenge our listeners. Go to this link, the Find Your Audience link, and see how long it takes you to work out what you have to do in order to get your audience profile.
– [Ian] I’ll just tell you the three things they are trying to set there, find, identify, and build. So, identify new audiences that match your current business goals, whether you’re focused on building awareness, or growing consideration. So they’re talking funnel language here. Next is to identify, get insights into our unique audiences, interests, habits, and what they’re actively planning to purchase. And the third was build your YouTube audience strategy, with your free and sharable audience profile. So, as a little example, we went through this, and we chose, okay, we wanted to target people that were interested in business services and marketing, specifically. It was really interesting, there were the five top channels that people that were in our target were looking at on YouTube. Grant Cardone was one of them. There were a few other people that I’d never heard of, which is really interesting.
– Or CNBC, and then TLC. I’m like, really?
– That’s right. And then they were also interested in other things that they were kind of related to. So, it is an interesting insight because, as you would know, in Google Ads, you have this ability to select affinity audiences and in-market audiences. So people not necessarily, especially for in-market, not really searching for your product or service. But Google knows they are in the market to buy that. So it gives you the ability to get in front of them because they’re actually in the buying process. Anyway, this is the way to do it on YouTube, and this tool is supposed to give you the ability to find those channels that people are actually going to.
– [Craig] You know, the thing I’ll say about this, ’cause I’m very dubious about affinity audiences, I have to say, unless you’re a huge brand with a massive budget. However, I’m gonna counter that and say we’ve just been doing some testing on Facebook lately where we’re making our audiences massive. We’re starting with very large audiences.
– [Ian] So, broad, would you say?
– [Craig] Really broad, like three million-size audiences. And we’re letting Facebook’s algorithms and machine learning, based on conversions do the hard work, and it’s very good. So I wonder if YouTube’s algorithms for targeting your ads over time work on that same principle, like starting really broad, and then just by iterative, they’re learning, and they’re actually getting you down. But it’s really gonna be conversion pace that you can measure, so ,for us on Facebook, it’s normally tied to something on a website conversion. Whereas on YouTube, I think that a lot of their conversion metrics are actually within or staying on the platform. So, I’m just wondering how you track an actual conversion in a meaningful way so that machine learning can trigger.
– [Ian] And there you have it. I guess we just got to test and measure that, eh?
– [Craig] Well, we just need smarter people than, well, me, maybe, I don’t want to bring you down to my level, but we need smarter people that are doing this YouTube advertising. So listeners, if you’re doing this on a big scale and getting really good results with these kind of tools, I’d love to hear from you, because this whole affinity and in-market audience, we hear Google promoting it so highly.
– [Ian] In our business, I do a lot of the paid advertising, or I look after it, and I have used a lot of in-market. And what I’ve found, over time, starts really well, but kind of fizzles out. Probably, let’s say, good for about two to three months, and then fizzles out to not really working. So I’ve actually ended up stopping.
– [Craig] And do you find that in specific industries? So, for example, in-market audiences. Say, very good, say in automobile. They’re very good in, say, health and fitness. That comes–
– [Craig] And finance, but once you get into other industries, they’re nowhere near as focused, right?
– Correct, yes. And I think it’s all to do with the way data is being collected and how much that they can associate or tie things together within that industry. So you’re absolutely right, it’s all to do with the data that we’re getting. All right, Craig, on to our Insight of the Week.
– [Craig] All right, now, I’m actually gonna cut this short because I was gonna talk about, in light of what we discussed at the HUG, just around how we target this podcast. So we’ll save that for next week ’cause we have come up, we’re pretty close to time, but here’s what we’re gonna cover. We’re gonna cover when we think about promoting our podcast. Are we talking top of the funnel, middle of funnel or bottom of the funnel, because I think–
– [Ian] And the middle of the flywheel
– [Craig] And the middle of the flywheel, ’cause I think it might surprise some people how we approach it, and based on our circumstances. And it’s really to do with the size of our business, the target audiences that we have, and the actual goals behind it. And so, the way we approach it might be different and perhaps useful for listeners, so hang out for that next week.
– [Ian] Absolutely, now, App of the Week, Craig, is Overcast, and if you go to overcast.fm, this is our favorite podcast player and it is only available on Apple devices. So if you’ve got one of those fancy new iPhones, it’ll work on it for sure. But if you’ve got an Android device, no. But one of the reasons we love this podcast player is the ability for it to do smart speed on playback, cut out all the pauses, and it’s just a great experience. Ever since you introduced it to me, I’ve been using it and I love it.
– [Craig] Do you know anyone that listens to a podcast on one time speed?
– [Ian] I’m sure there are some people that do.
– I don’t know anyone. Everyone listens to podcasts–
– Well, actually, my wife, Charlene, she probably does.
– [Craig] Really, why, doesn’t she get bored?
– [Ian] When she listens to me, listening to podcasts, she goes, “Oh, this is too fast, can you slow it down?” So anyway, so there you go, I’ve told you one person.
– [Craig] Okay, well there you go. It only takes one to dispel my thinking, so, well done.
– [Ian] All right we got our Resource of the Week, which is the guide to the biggest SEO myths on the Web. And this is from SEMrush.
– [Craig] Barry Schwartz actually wrote a guest post for Mrush. This is excellent, it talks about biases, cognitive biases. The way we think about things. The way people embrace myths in SEO. The way they get perpetuated, often because, you know, it’s people that don’t know, or people trying to make a name for themselves, or small sample size, all this kind of thing. Anyway, it’s a massively long post. And I will admit, I did not finish reading this.
– [Ian] Is this is a piece of pillar content, Craig?
– [Craig] It is a monster post, it is so good. The first half is all about the biases and the setup, which I have read. The second part is, he goes through a whole bunch of the myths, which I haven’t yet finished. And here’s the thing, this post is so good, and so big, and so long, of course–
– That you have to share it.
– [Craig] Of course it got shared by so many people. I bet 90% of the people that shared this post didn’t read any of it, they just went, “Wow, this is a monster post, I’ll share this “and look as though I’m informed.” It is a monster. So yeah, well worth, well, note to self, well worth finishing.
– [Ian] And here is a quote from our new speaker at INBOUND 2020, from Sir Richard Branson .
– [Craig] Disclaimer.
– [Ian] “I view life as one big adventure. “I’m always learning, and finding new things to try, “and challenges to overcome.” There you have it, Craig, I just thought it was so apt because I think a lot of what we do, and how we work with businesses is a lot of learning, a lot of big adventures, and a lot of overcoming challenges. So, there you go. Well listeners, thank you so much for tuning in. We would love you to share this podcast with somebody else that would find it useful. And we would love if you could leave us a review.
– [Craig] Ah, when you showed me that review that we got recently, oh, it was so good, thank you so much for that. I think people don’t realize how much of an impact it has, and all, when we get really nice–
– [Ian] ‘Cause we’re so lonely here.
– [Craig] Yeah, you get a few nice comments, and it just makes our day, so thank you so much for that, really appreciate it.
– [Ian] All right Craig, I hope you have great week.
– [Craig] Catch you later, Ian.
– [Announcer] Hey there, thanks for listening to this episode of HubShots. For show notes and the latest HubSpot news and tips please visit us at at hubshots.com
There are lots of reports you can add to your dashboard.
Tip: Think about what you want to achieve by having that report. We often use a longer timeframes on certain reports to see trends in enquiries and sessions by source. This will give you a good idea of what is happening.
Also, don’t forget you can click through on the report and see the detailed data.
Shot 3: HubSpot Sales Feature of the Week
Diving into Quotes on Deals
Simple to use, nice template designs
Simple to add contact and products
Mix recurring and one-off items
eSignature is being enabled for Pro in November (currently only in Enterprise)
Use Snippets to fill in comment and payment term boxes
Can’t edit Quotes after sending them
Can’t search for Deals that have Quotes, can’t find Deals that have Quotes accepted etc
Can’t use your own domain in the links
Doesn’t support tax automatically eg GST
No protection of Quotes on Deals that are Closed (eg you can easily delete a quote, even if the Deal is Won, and there’s no audit trail)
Shot 4: HubSpot Gotcha of the Week
Finding Deals that have quotes attached
Add your own custom Deal properties, and make sure to update at the time of adding the quote
Recommend using a date field to mark the date the quote was added
You can then create Deal Views that use the Quote property:
You can then add other criteria eg All Deals that active (ie not Won or Lost) and have a Quote date set.
Shot 5: Marketing Tip of the Week
Don’t be concerned by Google’s announcement about changes to rel=”nofollow” in links.
Please rate and leave us some feedback as this helps us improve and reach more marketers.
Episode 174 Transcription
– [Ian] Hi everyone. Welcome to HubShots episode 174. In this episode we chat about Brian Halligan’s keynote at INBOUND, we play further with quotes in HubSpot deals, and, what to do with the whole malarkey and Google, and about the changes with links. You’re listening to HubShots, Asia Pacific’s number one HubSpot focus podcast, where we discuss HubSpots tips, tricks, features and strategies for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from Xen systems. How are you Craig?
– [Craig] Oh really good, I’m having a great week. You know what, and this is just a bit of a weather update for our oversees listeners, because Sydney, well Sydney weather is just awesome.
– It was beautiful.
– [Craig] September’s my favorite time of year, and the first half this month has just been so beautiful and then last couple of days absolutely pouring with rain, torrential, and so it’s just what is going on? Apparently, there’s this thing called climate change, Ian, have you heard of this?
– [Ian] Apparently so, Craig and we’re sitting over an ozone hole as well I heard.
– [Craig] But apart from that it’s been great.
– [Ian] That’s right. It felt like sunshine one day and winter the next. Anyway our inbound thought of the week, Craig.
– [Craig] You know what you could almost say that the climate is facing disruption. Sorry. We’re gonna talk about disrupters aren’t we? Apologies, is that a dad joke? that was terrible.
– Yeah that was a dad joke. All right so you know at INBOUND, Brian gave his keynote and so did Dharmesh, and I actually, I got up to watch this, and I actually loved it. So there were five main things that he went through. I’m just gonna quickly go through all of them, so you can get out and see, but I would encourage people to actually take the time to go over to YouTube and watch the keynote. You will actually learn a lot from it.
– [Craig] I’ll just mention you don’t have to watch it I’ve listened to this. Like I’ve got the YouTube app, and I just listened on audio on the way home. It’s actually, you don’t really need the slides. There’s a few jokes and stuff in there that you get, but just listening to it, it could quite easily be a podcast, his keynote, which is very hard to do. It’s very hard to cover multiple mediums so that you can get a lot of value out of it just in audio, but then also being in present, it’s kind of enhanced. So full marks, this is a masterpiece in giving presentations, as is Dharmesh’s, who we’re gonna chat about next week.
– [Ian] Yeah and so really his keynote was about experienced disrupters, and all of these businesses, they’re all billion dollar businesses, and he kinda went through five things. The first one was these disrupters get experienced market fit. Number two they remove friction from the sales process. Number three they use personalization really well. Number four they sell through customers, and they attack their business models. So they don’t just stick to traditional business models. And then there was no mention of blockchain or AI in there Craig.
– [Craig] I think that was an interesting point ’cause he was talking about disruption and innovation, and yep, blockchain, AI and machine learning, they weren’t in any of his slides. Yeah it’s really about the experience, isn’t it and the model?
– [Ian] I don’t know whether I mentioned this on last week’s podcast but one of the things with selling through your customers, he was talking about an experience he had with his dog.
– [Craig] Oh yeah about the little T-shirt?
– [Ian] Yes.
– [Craig] Actually that was all, well it kinda was selling through customers, but that was more around business buster, no, business model busting.
– [Ian] Yes.
– [Craig] Where, yeah, the T-shirt didn’t fit and then he said, oh, I contact them and they said oh, that’s fine, you keep the shirt, give it to a friend, and we’ll send you a new one. It’s like, how many people do that, besides Amazon? But yeah, how many companies? Well it’s kind of becoming more normal but this is the disruption, and the incumbents can’t do that, they can’t change their models quick enough. So yeah it was a really good example.
– [Ian] Yeah, and that was one of his things I think, was selling through your customers, where telling Brian to give that shirt to somebody else was actually them selling through him onto a friend of his, who then experience the product from that business.
– [Craig] Right, well he actually gave another example of selling through customers as well, which was, I think it was a cosmetics company, and he was talking about how a lot of the content and the views on YouTube are not actually the products’ companies but people that use their products, and basically talk about how awesome it is, and that is the way it’s selling the message and creating awareness, and yeah, selling through your customers in that way.
– [Ian] That’s right. Now we also have in there, IMPACT had a good round up of the keynote.
– [Craig] IMPACT Branding. Yeah they, and Carina Duffy, hey, shout out to Carina, we love Carina. Really good post covering keynote, actually.
– Both keynotes.
– [Craig] -Yeah, did a really good job, I’ve really found them valuable.
– [Ian] All right, Craig unto HubSpot marketing feature of the week.
– [Craig] Hey, before we do that, I just want to talk about the experience that I had, and continue to have with Amazon, because when I was listening to Brian’s keynote, I kinda felt like Amazon ticks a lot of those boxes.
– [Ian] Correct.
– [Craig] And actually in the keynote, the talks about how they do actually talk with people like Amazon and Atlassian and things like that to get that kind of feedback about what’s a better model for selling. But I had this great experience with Amazon. So I read a lot of friction, ah friction!
– Friction really are you reading friction books, Craig?
– [Craig] I read a lot of fiction on my Kindle, as in the Kindle app. Anyway I tend to read those junky, you know, spy and action ones and detective stories. Anyway, I read this detective story, and the end was so bad, I hated it so much. I don’t use that word lightly, I hated this book, I hated it.
– I know, I’ve not heard you say that.
– [Craig] I had such a strong emotion because, I’m not gonna tell you the book, well maybe I should, but I’m not gonna, but, at the end of this detective story, the protagonist, she chasing the killer of two women. Finally, finds the killer, and the killer kills her and gets away with it.
– [Ian] Yeah right!
– [Craig] That was the end. In hindsight, the book was leading that way, it was kind of going down a dark path so to speak. And I’m like, I really hate that, and I felt like there’s hours of my life I’m not going to get back. Well, I’ll tell you what I did get back, I got back the price of that damn book, ’cause I got straight on to Amazon, and I said I want a refund for this outrageous book. And straight away I got a refund. No questions asked,
– Oh wow!
– Amazon just bang. And in fact, you can actually do it on the Kindle, you just log into Amazon, you just request a refund for this, they take it off your app and bang refund’s just… I love Amazon thank you. So even though there was no justice in that book, slight bit of justice in terms of getting my money back. Anyway that’s my disrupter story for you.
– [Ian] That just goes to show, that experience that you had, now you’ve just spoken about it to everybody, and you know, people are gonna go and start returning their Amazon books.
– [Craig] Well you can do it on Kindle, I wonder what they do with the paper. I have never tried this with Amazon to return a physical book. But can you imagine going into any bookstore, like Dymocks here in Sydney, and going, “I want to return this book”, “Why”, “I hated it”. I wonder if they’d give you a refund?
– [Ian] Maybe we should try that next week–
– [Craig] The bookstores of tomorrow will probably do it.
– [Ian] Yeah. All right now Craig, onto our marketing feature of the week, and this is about using your marking dashboard wisely, and why we’re talking about this is experiences with customers this week, but there are lots of reports you can add to the marking dashboard in HubSpot, and I think one of the key things is that you’ve gotta understand, with all of these reports, is what do you want to achieve? What do you wanna see, and what numbers really make sense to you? One of the things that we often do is have longer timeframes on certain reports. So one of the ones that I often put is the number of contacts that are created by month, and we look at this historically over time, so when we are talking to our customers, we can actually see over time, is inquiry consistent, and is it following a pattern? So when they go, “Oh, it’s really down this month”, I’m like, oh hang on let me go and check back the last two years of this same point in time and see whether there’s a correlation. And that really helps up understand, is it something that we’re doing or something that we’re not doing, versus something of the way the market and the business is operating, and that’s a really key insight. So I think, tip here is, understand what you want to achieve on these dashboards. Now, you can slice and dice this and do whatever you want, but have the information that’s important to you, and don’t be afraid to add some new reports. Like there are new reports that are being added all the time. Add them onto your dashboard, see how they’re performing, if you like them you can keep them, if you don’t like them get rid of them. But also you can click through to these reports and see the underlying data. That’s one of the biggest things that we have seen change in the reporting part of HubSpot recently, which has been a really good change.
– [Craig] So I’ll just ask you, do you have like a set of go-to reports that you have? Because one of the things I’ve found with clients when we go through the dashboard, when you go to add a report to it, or, I wish they’d call them widgets, but add a report to the dashboard–
– [Ian] Correct.
– [Craig] You go in, there’s a list, there’s so many, and you can kinda get overwhelmed, and go, oh, maybe I’ll take that one and this. And then the other thing of course, you can do is those custom reports where you can have your own kind of dimensions in a way. Do you have a set of go-to’s? You’ve got a screenshot here in the show notes, but life cycle stages, sources, Have you–
– Correct. Yeah, they’re definitely ones. So marketing performance is one of them, and that’s pretty standard. Sessions by source, we do contacts, generated by day generally. Sometimes, if we’re looking at longer timeframes, by month. A new one that I like which they’ve put in there is the marketing influence revenue report. That’s quite good.
– [Craig] Go the extra.
– [Ian] We have by lifecycle stage that’s a really good one. There is like like stacks in the deals that I like seeing. I like to see time in deal stage, and to see whether the people are missing certain deal stages, that’s another one that I really enjoy. And in that whole, deal stage funnel, to understand where people are in that funnel as they’re going through. And what’s actually interesting, the default setting on that report, in the deal stage funnel, is that people have to actually pass through every stage of that funnel to actually show up. And that’s the default. Now if you check and you go hang on that doesn’t look right, it’s because this is a default setting. If you uncheck that, you will then start to see all the data flow through, because people can skip certain stages.
– [Craig] That’s a great, I remember that was a gotcha the week–
– [Ian] It was.
– [Craig] A fair while ago. You know we should’ve have a bit of a recap show where we pull out or best gotchas.
– [Craig] ‘Cause that was a beauty, that one.
– [Ian] Yeah so look, I think go with the standard to start off with, and then experiment with what you want. Over time, I’ve noticed businesses that we work with on a weekly basis, come back and say, oh look, I wanna know more about this, or what’s happening with that, and then I try to uncover a report that will ask that question or better understand how we can get to that data in a meaningful manner that they can use to make business decisions from.
– [Craig] Cool, what about just a straight contacts per day? Do you use that with many clients?
– Yeah I do.
– [Craig] That’s one of our certain go-tos because, especially if we’re doing this scheduled weekly report you know, and so listeners if you’re not familiar with this you can actually just share your dashboard to get automatically sent out as a PDF or an email, straight email, weekly, we normally set it up weekly for clients, and if you just got contacts for the week, it’s a great snapshot, they just get it first thing Monday morning, bang, oh okay, I don’t even log in or anything.
– [Ian] You know I’ll tell you one thing I do with one of our customers is, we check because certain leads that get generated are manually assigned because of the way they’re handled. And one thing we discovered that leads weren’t being assigned quick enough, so they’d appear and there was no contact owner. So I added this report to a dashboard that got emailed out every Monday morning to the head of the business, which said oh here are all the unassigned contacts.
– [Craig] So why, who, someone manually assigns them?
– [Ian] Yes.
– [Craig] Why, what’s the reason in that case?
– [Ian] Okay so they have a national sales team. In certain states we were automating the assignment of leads to certain sales people, certain sales teams. There were a few different states that we couldn’t do that based on certain criteria that was a bit more complex than what we could achieve.
– [Craig] Right, gotcha.
– [Ian] So somebody in the office actually gets it and they go, oh yeah this should be, ’cause based on this, it may be this type of equipment, with this person experience it has to go over here, and we’ve just discovered that this wasn’t happening in a timely fashion. So I’ll actually said oh well, we’ll keep a tab on this. So I added this into the dashboard, and then you did their scheduled email every Monday morning, which sent this report to the head of the business.
– [Craig] You know what you could do? You could set up a list that is unassigned contacts, and you could trigger a workflow that anytime say, unassigned contacts goes over three, you could say triggers the workflow which sends an internal email, that basically says warning warning, there’s more than three unassigned contacts. Now of course as long as you’ve got that re-enrollment,
– Criteria in place, you could just be going, and that person would just be then, knowing they were in strife, on top of that, bang there’s an email going out internally, and you can send it to key managers. That’d get them going.
– [Ian] Correct.
– [Craig] That’d solve the problem right there.
– [Ian] You can just see here the different uses of the dashboards that we have, based on what we’re trying to achieve.
– [Craig] We could call them reprimand workflows. You know how you choose oh, contact, company, deal workflow, oh reprimand workflow. Someone’s KPI on the line here .
– [Ian] That’s right, and then you send them out a, what do you call it, what’s that survey thing?
– [Craig] Oh the MPS kinda survey.
– The MPS survey.
– [Craig] All right, moving on.
– [Ian] All right, onto the HubSpot sales pitch of the week, Craig, and this is diving into quotes on deals. Now why are we talking about this? Because…
– [Craig] Well you know what? I got a call from one of our clients. He was in an airport in the US coming back from a conference, called me and he said, “Oh, I’m just catching up on some work, “I’m looking at these quotes in HubSpot, “and I just want to shoot out a quick quote “to a client or prospect. “What do you think? “Are the quotes any good?” So that’s the call. Are quotes in HubSpot any good? So I thought is was worth having a bit of a chat about that on the show today to give you, here’s what I told him, these were my thoughts on it. And I said there’s pros and cons, ’cause we’ve kind a applied with it, but we haven’t embraced it. In fact, we still do most of our quotes out of Xero, as Xero quotes, cause then we can flip them into invoices pretty easily.
– [Ian] I thought you did Qwilr?
– [Craig] Qwilr for proposals.
– [Ian] Oh right, yes.
– But for quick quotes–
– For quick quotes out of, yes
– [Craig] We go out of Xero. Which has it’s own problems with scalability with my team and things like that. So we are looking to move quotes, simple quotes within HubSpot.
– [Ian] That’s interesting, because what’s gonna happen when we have a fantastic Xero HubSpot connection, Craig?
– [Craig] Well that’s what I’m waiting to see. And this was actually one of the things I highlighted. So, here’s the pros of quotes, and if you’re not familiar with this, it’s actually kinda hard to find. You go to a deal, and then it’s on your right-hand sidebar, and then you create a quote. Like, it’s tucked away. There’s no list so you can get a list of quotes or anything like that. It’s like just an attachment to a deal, and it’s hidden away. So there’s pros and cons. So, well, that’s almost one of the cons. I’ll come to that, but the pros are, really simple, got three little templates that they use, they’re all pretty good.
– [Ian] And they actually look really good.
– [Craig] – They do look good. And we’re using the modern one, so I’ve got a bit of a screenshot in the show notes about that. Simple to add contacts and products, and in fact once you’ve got a product can log in place, it actually becomes really good, I think. I’ll tell you another nice thing about quotes is you can add recurring and one off items, and it will give you subtotals, say oh here’s your cost today and here’s the recurring cost. I think that’s quite nice. Like, Xero won’t, it won’t handle that. E-signature is currently in Enterprise, but they’re gonna bring that down to Pro I think, in November. So I know a lot of people just have Sales Pro. So e-signature’s gonna be nice. Prospect can get, and approve.
– [Ian] And that buy button too Craig.
– [Craig] Yeah, oh, the buy button. But that’s on a product isn’t it? You don’t actually get the buy, oh, sorry, you mean the buy–
– No, you need Sales Pro to get the buy button.
– [Craig] Oh okay, got you yeah. So there’s the e-signature, and then there’s also the Stripe integration so that they can actually approve the quote and pay. So that’s nice. And here’s a nice little one. I’ve actually got this in the screenshot. As you’re preparing the quote, there’s two fields, one is payment terms and one is comments for the buyer. And you kinda have to manually type them in, but I saw there’s little snippets. So you can build snippets, HubSpot snippets, which can include personalization, I’ve tested this. Just go to snippet, bang, so I’ve actually got two snippets set up now, that’ll pre-fill comments and payment terms.
– [Ian] That’s a really smart tip, Craig.
– [Craig] It’s really not, it was just hidden out there. So that’s gold in a way. So that’s good. So they’re the pros. Let me tell you some of the cons. The main one is you can’t edit a quote after you’ve sent it. I find this infuriating. I assume there’s good reasons for it, but it’s probably the big thing stopping me. I can imagine if it’s been approved and accepted.
– [Ian] Well the thing is you can, right, if you look at, Well I was testing out PandaDoc, early this week. Like once you’ve sent that quote, you can actually go in and edit it, and it’ll show up as the different–
– [Craig] No not in HubSpot you can’t.
– [Ian] No, not in HubSpot. In PandaDoc.
– [Craig] Right, but that’s my point right? Cause in HubSpot you can’t,
– You can’t edit a quote. In Xero we can. That’s probably the biggest barrier. As I was alluding to before, you can’t search for deals that have quotes. There’s no criteria or filtering. I actually contacted HubSpot Support about this. I said, “Look, how do we do it?” They came back and it’s kind of the path I was going down anyway, which is you create custom properties on the deals. So that’s what I do, and in our next gotcha of the week, I’ve talked about how I’ve implemented that. It doesn’t support tax automatically, so GST. You can add a tax line, but you manually have to calculate it, there’s no kind of tax codes or anything. It uses a HubSpot domain so you can’t use your own domain and everything. But that’s the same with Xero, it’s the same with a lot of tools actually. And there’s no protection on quotes on deals. So let’s say you, although, let’s say the deal is closed as one, you can still just go in and delete a quote. There’s no audit log, no trail or anything like that. So you can have quotes, I haven’t actually tried it if they’re paid, whether you can delete a paid quote. I’m gonna assume you can’t, but maybe you can. So there’s no real protection. So they’re some of the downsides. I assume they’ve got plans for it, so yeah. Anyway, that’s the summary of it. Did you have anything to add to that, Ian?
– [Ian] I was testing this for a customer, because they asked for, in their products, to have a image of the product, because they sell physical products. And you can’t actually do that, so that was one of the barriers with using this to get that done. And yeah, look apart from that, I love how simple it is to get going quickly. That’s one of the best things I’ve actually discovered by using this. So if you’ve got a pretty simple way you can do quotes and you just gotta get stuff out there, maybe you just need to get a one off payment or you need to simply get paid, It’s a great thing to use. It’s not a tax invoice.
– [Craig] That’s true, it’s not a tax invoice although it does include your ABN. If you’re in Australia that’s our tax ID. So one of the reasons that I like quotes in Xero is because someone approves it, and then I can immediately turn it into an invoice. Here I’m gonna have to manually, then go over to Xero. Which I would do normally if I had a proposal, say through Qwilr, anyway, but it just shortcuts that preparation piece. It doesn’t give you any benefit in terms of the overall process.
– [Ian] And there you have it listeners. There’ll be more on quotes later on.
– [Craig] Now we better rush along. I’ve been yabbering so much, we’re almost at time already, but shot four is really just around the gotcha of the week, which is to do with quotes, and that’s just to say what I’ve added is a custom deal property. I’ve made it a date picker, and what I manually have to do is when I send a quote, create a quote attached to a deal, I manually update this date field on the deal to say here’s when I created a quote. Now that’s only gonna work if you create one quote. If you create multiple quotes then you’re gonna have to have some other way. But yeah, it’s the way I get around it and then, of course, you can do filters or views on your deals. So I actually wanted to list how many deals have I got that have quotes on them? That’s the simple thing I wanted to do. So custom property is your friend there.
– [Ian] All right Craig, onto our Marketing Tip of the Week, and this is about Google announcement about changes to rel equals no follow, or, in other words, people that build links, or have people linking to their sites, because they might actually guest post on another site and have a link back to their site. There’s been a bit of hoo-ha this week about that and how Google’s gonna de-rank people’s sites, take it off and all sorts of things.
– [Craig] Who is saying that? Google’s not saying that, and in fact, no one in the SEO community that I respect is saying it. Where is all this misinformation coming from?
– [Ian] That’s a good question, because I got an email this afternoon with someone saying our site’s gonna disappear in March because, you know.
– [Craig] Oh my goodness. Look, listeners, if you’ve got no idea what we’re talking about, that’s actually fine. There’s nothing that you have to do. If you’re a bit more savvy on the SEO piece, and you understand the relevance of links, and perhaps your even actively trying to get links to your site, which you should, create good content, have other people link to it, that’s a very worthwhile exercise, we know that Google sees links as votes of confidence. Even then it won’t even affect you, but you’re just to be aware of it, And we’ve got in the show notes links to three key resources that I respect. I used to be an SEO consultant as many people know. So these are three resources you can read up about it. But for 95% of people, there’s nothing to do. And really, it’s like if you’ve got big media sites or things like that, you might wanna change. It’s a just a change to the rel equals no follow attribute in links, and they’ve got two new parameters that you can choose from. Full details in the show notes, but the summary, do not worry about it. There’s almost nothing you have to do.
– [Ian] All right, Craig, onto our insight of the week.
– [Craig] Well you know what we’re coming up to time. This is a blog post I write about why I’m not really sharing much on social, I’m doing a lot on my personal blog. So I’ll just leave the link, I won’t dive into it.
– [Ian] So I wanna read you five main reasons you’re doing this Craig.
– [Craig] Oh okay, go.
– [Ian] Number one is you have a permanent record of it. Number two you have a searchable record because you can search your blog, You can share the link loves, so that’s a good one. Time management, avoiding the timeline, time suck. I think that’s a really good one. And number five, mental health, avoiding the dopamine hit of social likes. And I think these are all valid points, and I totally agree. It’s like, we were in a little rabbit hole just before we started recording this, looking at stuff, and we were like, oh hang on, we need to get out of there and get on with the show. So I totally agree with you and it’s something that we’ve gotta constantly be aware and keep in check in our lives. All right Craig, onto our app of the week, and this is the Google Maps app.
– [Craig] You know, when you were showing me this, I was like, oh, this is the Google My Business app, ’cause it’s got all the Google My Business criteria and that, and you’re like, no, it’s the Google Maps app. So what’s the Google Maps app got?
– [Ian] I was doing this because I added in a new location for a customer of our, and then when I opened the app, the other day, I saw oh, it’s showing me the weather. Oh what else is there? And then I went on a little wander around and I discovered that all the data in basically Google My Business that’s available to a business is now appearing in the maps app. So if you search for something, a business for example, whatever data Google can pull off the listing, it’s gonna show you videos, it’s gonna show you a post, it’s gonna show your location, it’s gonna show your business hours, it’s gonna show your products that you have on there, some updates that you made. So it’s like it’s all there. People don’t have to leave and go somewhere else. They can find everything about your business right from the Google Maps app. So, my key thing is here, is make sure your Google My Business is actually up to date, and that you’ve checked it, with all the new features that are available, because it’s showing up in places that you’re probably now aware of.
– [Craig] We must sound like a broken record how much we talk about the importance of your Google My Business listing, but listeners, please, just get this in place. This is not a senior person required job, this is a junior co-coordinator piece. You just get a process, you gotta do it every week, update the Google My Business listing. We do this for all of our clients. It’s kinda the first thing we tick a box, gotta get the Google My Business. And seriously, it’s so easy. Like I think we schedule out things and organize, it takes an hour or two for each of our clients. It’s not a big task, and the amount of value they get. That’s the other thing, Google My Business listing, you see how many impressions and clicks it gets. And I compare this with companies that don’t do it, and then they spend all this money on a huge content strategy, I’m just like, get your Google My Business listing in place, you’ve just like, you’ve… Yeah, anyway, you get the point.
– [Ian] Yeah look, and I tell you it’s important because if you look at the Google stats, the number of people that do a search and then visit a local business, and the time frame, I think think it’s like, within hours of them doing a searching, trying to find a product or service and then visiting that local business. It’s not long between, and if you don’t have your information there, you ain’t around. So I would encourage you to do that. Now Craig, we’ve got some resource of the week, and a collection of famous speeches with transcriptions.
– [Craig] This is nothing to do with marketing. It’s just an awesome resource. So James Clear has put together famous speeches. I was watching J.K. Rowling’s Harvard commencement speech from 2008 thanks to this site highlighting it. Wonderful speech, just awesome content from really famous people giving really useful, insightful advice. Totally recommend it.
– [Ian] All right, Craig, onto our quote of the week. And this is from Sakichi Toyoda. “The more people use my inventions, “the better the country will be.”
– [Craig] And what were his inventions?
– [Ian] He’s the founder of Toyota Motor Company, Craig.
– [Craig] Wow, so cars.
– [Ian] So I mean obviously he’s got lean manufacturing and a whole bunch of other things that he’s come up with. But, you know what, I love cars, and I wanted a quote from somebody to do with automotive.
– [Craig] Fair enough, too.
– [Ian] And how I was relating this is, in marketing, we test and measure a lot of stuff. We talk about it on this show, and we share with a lot of people that we know and that we’re close to. And you know what? I never hold things with a closed fist, and I know you do the same, is that we are happy to share and happy to help others to get a better result.
– [Craig] Is that the expression? Hold it with a closed fist?
– [Ian] Yeah.
– [Craig] I’ve never heard that, that makes total sense. Wow, I love it when I learn things like that.
– [Ian] Well there’s the drop of wisdom for the day, Craig.
– [Craig] Sure is.
– [Ian] Well listeners, I hope that you have enjoyed this show and you’ve learned something. We would appreciate it if you could share with people that are close to you that would actually enjoy this. We would love you to also send us a message on Instagram, and we’d love to hear from you. Email us. Our details are on the site. If you wanna message us, we’d love to hear from you.
– [Craig] I think we’ve got it behind a form with multiple fields and a Captcha, and all kind, no we don’t, just contact us.
– And they’re also the people we don’t want to work with, right?
– [Craig] Just checking.
– [Ian] All right, I hope you guys have a great week. Until next week, see you later, Craig.
– [Craig] Catch you later, Ian.
– [Ian] Thank you for listening to this episode of HubShots. For show notes, resources, HubSpot news, including practical strategies you can implement, visit us at hubshots.com.
The article predominantly covers WeChat trends in China, but is applicable to many messenger apps including WhatsApp and FB Messenger, albeit with some privacy differences.
In a nutshell, the Group Chat approach involves dedicated ‘concierge’ admins who help members with questions. Often on a path to purchase.
A few key insights:
groups are often small: 500 people max, and usually less than 200
are often invite only (ie no public way of finding them)
or are otherwise word of mouth (they aren’t promoted)
they prioritise safety (often members are private, using aliases instead of real names/phone numbers, etc)
history of messages is only available from the point of joining ie a new member can’t see the history of previous questions
the groups grow relationships and trust
product recommendations are highly likely to be followed
products are added in the chats, with a link to purchase
the groups also allow group buying options which result in cheaper per item prices based on increasing group purchase quantity
the focus is on personal service, and not on technology to automate the chats
This is interesting from a number of points, and highlights that technology is still lagging in terms of delivering automated chat experiences. It is clear that embracing a conversational commerce approach requires more personal resources. Using automated technology actually destroys trust and value (at least currently).
All the bigger brands I interact with via chat, are definitely people driven (as opposed to chat bot). This requires significant resource, and is a factor to be weighed carefully when potentially adding to your marketing strategy.
Shot 7: Gold of the Week
How to turn blatant copying of your site into a promotion for your services:
Please rate and leave us some feedback as this helps us improve and reach more marketers.
– [Ian] Hi everyone, welcome to HubShots episode 173. In this episode, we talk about Inbound19 and the importance of having a six-pack. You’re listening to Asia-Pacific’s number one HubSpot focus podcast. Where we discuss HubSpot tips, tricks, and features and strategies for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?
– [Craig] Ah, really good. And wow, 2019, just finished. We’re recording this on Tuesday, September 10. You’re supposed to be just back from Inbound, but what actually happened?
– [Ian] I didn’t go, Craig.
– [Craig] So, just at the last minute?
– That’s right.
– You had to cancel.
– [Ian] Canceled. Selling was more important?
– [Craig] That’s right. Sell better. But, in spite of not attending you did get, and we both got, a bit of a taste of what happened at Inbound,
– That’s right–
– And we we’re looking forward to chatting with some of our friends. Actually about next HubSpot user group.
– We’re hearing all about it and also sharing some of the experiences. But, how did you experience Inbound 2019?
– [Ian] I set my alarm for 3 a.m. And got up to listen to Brian and Dharmesh, that’s how it happened.
– [Craig] And what did you think of their keynotes?
– [Ian] To be honest, I really enjoyed Brian’s keynote and Dharmesh’s keynote. And then I waited half an hour to listen to Christopher O’Donnell deliver the product updates.
– [Craig] Well, we’re gonna talk about some of those product updates in a second, but I haven’t actually watched the keynotes yet, from Dharmesh and Brian. I’m looking forward to those, although I am seeing Dharmesh is just getting rave reviews everywhere, talking about how awesome it was. So, my expectations are high, I’m looking forward to that.
– [Ian] Yeah, so listeners I encourage you to, we’ll put the links to the videos, take some time to actually go and listen to them and write some notes because there is absolute gold in there in how you can transform your business.
– [Craig] We’re gonna unpack those in future episodes. So we’ll do Dharmesh next week and then maybe Brian the week after. But on to some of the announcements. And so, Chris O’Donnell mentioned a few and there’s been actually a good blog post, I actually think they did a good recap video which we’ve got in the show notes.
– [Ian] Yes.
– [Craig] Let’s chat about some of the things we’re gonna call, there’s the good and the bad, well, we’re gonna call it the awesome and the other. Let’s talk about some of the awesome things that we liked.
– [Ian] First one is the Facebook Messenger integration in Conversations. I think that’s fantastic.
– [Craig] This is in beta now. I was lucky enough to get the beta, so we’ve got this connected for one of our companies.
– And it’s really good. It works really well. So, we’ve got links in the show notes, in fact, that’s gonna be our marketing tip of the week in a second.
– [Ian] Second one being forms integration with conversations. So, again, this is another great one. Support forms can go straight into conversations.
– [Craig] I’m really liking conversations and I really like how it’s, I think you get it in the free tier as well. Do you get forms in the free tier?
– [Ian] Yes, I think you do. I actually just tried to test it on a free account that we have.
– [Craig] And I’m pretty sure you get Facebook Messenger as well. Like, this tool, the free tool, I can’t believe how much value there’s getting in it and, well, that brings us onto another thing that’s coming into, well actually not in the free, but in starter.
– [Ian] It’s how to start better with landing pages, Craig.
– [Craig] They’re bringing landing pages into starter.
– [Ian] Now we’ve spoken about this a lot of times. And I think one of the key things with this landing page tool is the drag and drop editor. Like the new email editor is gonna be the landing page editor, which will be really interesting to use, actually. And I think a great experience for people that are just starting like, what a great way to start.
– [Craig] You know what, we’re gonna have to go back to whatever, what was that episode when we talked about our marketing stack? I can’t, was it episode 145,
– [Craig] Something like that. Where we talked about all the tools we use together to have our basic marketing stack. And there was Mailchimp and then another landing page tool, and then HubSpot started. Basically, we’re gonna have to review all that and basically replace them all with HubSpot starter.
– [Ian] Absolutely.
– [Craig] Because one of the other things coming in HubSpot starter is you get three, not so much automated, but they’re like a sequence. Mini-automation, in a way. Three follow-ups from a form submit, so that’s coming. I actually haven’t seen that part yet, so I’m looking forward to seeing how that’s implemented.
– [Ian] All right, and then the other one is the Workflow on the Go action, in Workflows–
– Now which
– [Ian] Which we’ve tested out.
– [Craig] We chatted about this last week and we’ll talk about in the Gotcha of the Week ’cause it’s not in contacts yet, it’s in companies, deals, and ticket work flows. But this is an awesome, much-wanted and long overdue feature.
– [Ian] And there is the Sales Quotes. And in Sales Professional actually getting the e-signature and one more which we didn’t have in the show notes which is a Buy Now button, being able to actually create a Buy Now button integrated with Stripe and create that within HubSpot with what looks to be minimal fuss, and I’m really looking forward to that one.
– [Craig] Yeah, so that’s good. Now, they’re the awesome things. I just wanted to make a comment, ’cause this came up in the WhatsApp group as well.
– Someone was saying was the kind of product announcement, was it a bit underwhelming? And I felt it was. What were your thoughts, Ian?
– [Ian] It wasn’t like last year where we had new products. We had a sleuth of new things. Like, very visionary, I guess. This year’s been all about cementing that base, I think, and making things work better.
– [Craig] I think that’s right. It’s almost like the Apple iPhone releases, they’d have a big advance one year and then the next year it’s just the “S” version which is kinda the just refinement, I kinda feel. I kinda feel like last year was the massive, was the iPhone X for HubSpot and this year was–
– [Craig] Oh yeah, tweak a bit. I’ll give you an example. From stage, Christopher O’Donnell promoted that they’ve put in folders into Workflows. Like, that is just I can’t see why that warrants mention from the stage in a major keynote. It’s like that was the extent that they had to talk about. And I guess that’s it, I can’t wait to see what happens next year. But yeah this was, it was very much a consolidation and kind of refinement piece and the tools are much, they are getting so much better. Even things like the quotes tool that deals in the sales side of things, just really nice now. So yeah, lots of refinement.
– [Ian] And also the new app marketplace experience I mean I’ve been using that a little bit and I think it’s a good initiative and it’s actually been pretty well done.
– [Craig] It’s just getting nice to use. It’s nicer to use. Like, it’s not a big jump, there’s nothing major about it. I mean, there’s a lot more people or apps in the marketplace. But it’s just a nicer experience.
– [Ian] All right, Craig. And on that note, do you realize it’s four years since we started this podcast?
– [Craig] I didn’t realize. Four years? Of course it is! Inbound, of course.
– [Ian] It was a week after Inbound when we returned to Sydney.
– [Craig] Ah, the time.
– [Ian] Happy anniversary, Craig.
– [Craig] Happy anniversary, Ian, thanks.
– [Ian] I hope your beverage is nice and warm.
– [Craig] And thank Thank you again for forcing me to do this. We’ve told this story before on the show but yeah, at Inbound four years ago you said, “We’ve gotta do a podcast.” I was like, “I dunno if I can do a podcast. “Would anyone listen to it?” Well, you forced us to do it. We were terrible at first, we’re better, I don’t know if we’re great or good yet, but we’re getting better and certainly I, we both really value it and hopefully you listeners get some value out of the show as well!
– [Ian] Yeah, and thank you to all of the friends we’ve made along the way. And have become kind of an integral part of our businesses and lives. So, we appreciate all of you guys. Thank you. All right, Craig, onto HubSpot Marketing Feature of the Week and this is connecting Facebook Messenger with HubSpot Conversations.
– [Craig] We’re just following on from what we said in the first shot about this feature. It is so easy to use, it’s very slick. So, all you do, you’re in conversations, by the way this is part of the beta, so you gotta sign up for the beta. I signed up for it and I got it pretty much a day later.
– [Ian] And I also think if you create a new HubSpot account, because I’ve created some new HubSpot accounts, it’s available in there as well.
– [Craig] Okay, even better. So, you basically, from your Conversations inbox, you go to inbox and you go “Add another channel” you go “Facebook Messenger” Tick. It prompts and it opens up and says, “Tell me which Facebook page to connect to.” You just choose it, and then it’s in there. Then you pop back into your actual Facebook page and you might set that your main CTA to be a Messenger thing. Tested it, basically. Bang, that opens Messenger and you’re straight into HubSpot. Here’s the great thing of course, if you’ve got the Slack integration, that Messenger thing goes into your conversation in HubSpot which goes into your Slack channel. So, again, you’re just replying to Facebook Messenger things from your Slack channel that you’ve denoted. It’s so good. I find this is the way it should be. Really easy, reduces all the friction. A joy to use.
– [Ian] Yeah, so our tip to people out there that are actually using Facebook Messenger would be to connect this in and manage it better in the Conversations inbox. Or to give Sales the ability to manage it from the inbox. All right, Craig, onto our HubSpot Sales Feature. I want to talk about removing friction and this really stemmed from Brian’s keynote at Inbound 2019. Now he had five points that he spoke about, but I just wanna highlight two from there. One was removing friction and he talked about businesses that are being disruptors, right? And why they have grown and all the examples he used were billion dollar plus businesses. How they’ve been disrupting and winning. And two of the things he used was, one was removing friction from the whole sales process. And the other, two, was personalizing. So, personalizing experiences. So, I wanted to talk about how do we remove friction from our sales process? Now you need to really think about this and are we making it easy for people to deal with our businesses? Can they find what they need and can they buy it without actually interacting with us? What can we automate in that process of buying? Now I think that Buy button that’s being introduced that’s a great great step. And he also talked about companies that use data really well to personalize. So, understanding what they’re doing, when they’re doing it and using that data to appropriately talk to them or give them what they need at the right time. And he also said, you know, with great data comes great power, and great responsibility comes with that too. And that is absolutely true. You can see, you can see what’s going on in the media with people like Facebook, Google, and so on, like, data security is essential. But you know there is a lot of it around is how do we use it appropriately? And he was talking, he gave lots of experiences. One of the experiences I liked, and this might not relate directly to what I’ve spoken here, but he was talking about, he buys dog treats from a particular online store which gets delivered every week. He ended up buying a Superman shirt, I think it was. For his dog, whose name I’ve forgotten.
– [Craig] Romeo.
– [Ian] Romeo, that’s right. Have to bring Milo in. Milo and Romeo. And he was saying, so he ordered the shirt, it was too small. So he rings up customer service. So this is a I guess, a point of friction that people would have. Rings up customer service thinking they’re gonna say, “Send it back. “And then we’ll send you the other one.” Anyway, this is what he got. They were like, “Oh no, that’s okay Brian. “If you want, just give that shirt “to one of your friends that has a dog, “that it’ll fit and we’ll just “send another one right now.” And he was like, “Oh, okay.” And then he gave it to one of his friends, I think who had a dog, spoke about his whole experience and now they’ve just gained another customer for life, out of his friend. And you just think about the experience he’s had. He hasn’t had to go through this rigamarole of “Ah, let’s go to the post office, “now I gotta post this back to this person.” All of that’s gone out the window. So, just understanding that, is a key thing, right? He had heaps of stories. But I wanted, understand for us and for your businesses, if you’re a listener, what is a process people are going through dealing with us and are we doing some stuff because we’ve always done it or because that’s what we’ve been taught to do? Or have we actually thought about what is it like to deal with us as a person or a business and how does the other person feel? I think that’s what it comes down to. How do I make it feel like they’re dealing with a friend?
– [Craig] That’s so well put and such a good example. And customer service, yeah, delivered there. It’s kind of the Amazon experience, isn’t it? We all need to emulate that. That’s become the table stakes in a way.
– [Ian] All right, Craig, onto HubSpot Gotcha of the Week. And this is the Workflow Go actions, which we spoke about in the last episode.
– [Craig] Yes, it is. So, we love the Go action in Workflows. It means you can tie branches together.
– [Ian] And, you know what, it got me this week when I was trying to find it in contact workflow
– [Craig] This is the thing. ‘Cause everyone’s so keen to use it, they’re like “Ah.” And of course, the first thing they try to do is use it in a contact workflow. Well in fact, so as I said we’re recording this on the 10th of September, it’s not in Contact Workflows yet, it’s in Companies, Deals, and Tickets.
– [Ian] But it is coming.
– [Craig] It is coming and I can’t wait. ‘Cause that is, that is a feature of the year. Folders in workflows? Not doing it for me. Go action in workflows? Yes.
– [Ian] All right, Craig, and onto our Marketing Tip of the Week.
– [Craig] Yes, this is the importance of having a six-pack and, I’ll tell you how that, we’re talking of course about the Google six-pack which is when you, say, search for your brand name and you see not only your first result, but then six other site links there, so we’ve got a screenshot example in the show notes of this in action. The reason this has come about is because we’ve seen some HubSpot agencies, I haven’t seen it with other companies, it’s only HubSpot agencies, where their homepage doesn’t have the slash, like, just the default URL. They have their homepage set to something like brand name dot com AU, or brand name dot com slash
– [Ian] Inbound marketing agency.
– [Craig] Inbound marketing agency or Digital marketing agency like as the URL. And I’m not sure why they do it. Someone’s probably read a blog post somewhere that said you should have keywords in your. Anyway, it’s bad advice. Your homepage should just have the root URL. And the reason is because it confuses Google. And so, we didn’t want to I guess point the finger at people, but there’s a couple of agencies around Sydney, HubSpot agencies where they’ve, they haven’t got this root URL, they’re got this long URL as their homepage, and they don’t have a six-pack for their brand. And, well, what are the reasons you would want to have a six-pack, Ian?
– [Ian] Well, firstly, let’s take up more space on that search page, Craig. Like if you just look at it, the amount of real estate you can take up there is another, probably, one and a half results, let’s put it that way, on that page right next to your local listing. So, I would liken this, these six-packs to having six site links in your Google Ads, which is almost identical, you could almost mimic exactly that.
– [Craig] That’s right. So if you want to check, just type your brand name into Google, search for your brand. And if you’re not getting at least seven links, your main link and then your six-pack, then there’s work to be done.
– [Ian] Correct. And just have a look and see how that’s working because there’s a massive opportunity there for you to actually do that. All right, Craig, onto our Insight of the Week, group chat trend.
– [Craig] Another really good post from Andreessen Horowitz in their, I guess, insights into digital trends. And this one’s about the group chat and again looking at behaviors in China. And the rise of what I’ll call the concierge group chat. So these are private groups, could be on WhatsApp, well these are often in WeChat, could be in WhatsApp, could be in…
– [Ian] Messenger?
– [Craig] Could be in Messenger. What’s the other one I’ve just had a mental blank with? Telegram and other messaging apps like that.
– [Ian] Yep.
– [Craig] So these are private groups, they’re often invite only, they’re not publicly available. In some ways you could say our WhatsApp group is like this.
– [Ian] Correct.
– [Craig] It’s not really publicly findable, unless you see a link from us. It’s normally invite-only, you’re normally booted out as soon as you start spamming.
– [Ian] Correct.
– [Craig] Or are obnoxious in the group.
– [Ian] Which we’ve done.
– [Craig] Which we have done, yes. And it’s a safe space and here’s the key, though. It’s the entree to e-commerce and transactions. So basically, brands are setting these up. Very much the case in China. Set up brands especially for people traveling and going abroad, they’re asking questions of what’s this? Good examples in this article about “What adapter should I use here, “I’m in another country.” “How can I find this?” And then, often, “What should I use to do” and products are promoted and they’re sold and it’s like this, the barriers are down, you’re not being sold too. You have a need that’s being answered right there. Okay, I’m just gonna click the buy link and buy it. And so that’s it. It’s the pathway to transactions. So this is an excellent article about–
– [Ian] To reduce friction.
– [Craig] About reducing friction, but also behavior trends that are changing and that as marketers we need to be aware of. So this advertising on the newsfeed in Facebook, sure, keep doing that, but we’ve gotta be aware of all these other channels and, some of them you can’t even get into. So it’s not an advertising play, it’s actually a provide value play. And the key takeaway I had from this is that you need a lot more resources. This isn’t something you just outsource to an agency or if it is, here’s an opportunity for agencies to be actually providing that service authentically. It’s a resource-heavy piece and so this is where brands will have an advantage, that if you’ve got the bigger, kind of, base across customer support, this is a channel where it’s a first mover advantage for sure before this becomes mainstream.
– [Ian] Gold.
– [Craig] Speaking of gold.
– [Ian] What is the gold of the week, Craig?
– [Craig] This is an article on Medium right. It’s about a health company, actually to do with doctors, where they had a form, online form that you fill out. And one of their main competitors completely copied every single element of the form completely with spelling mistakes, the questions they asked, like there’s a whole bunch of questions, takes you through a series of forms. Gotta read this article, ’cause they’re just pointing the finger. But it’s written so well, ’cause they said: “Thank you so much. “We take this as such a compliment, “it’s so encouraging to see that “you’ve just copied every single decision we made. “It’s obvious that we have done it right and well. “However, here’s a few things that you didn’t copy “which we do recommend in addition, “because your clients will love this as well “’cause we know ours do. So, recommend.” It’s written so well. And it’s kinda like, this is the promotion of the week for this brand. Anyway, it’s an article on Medium, it’s gone in the show notes, go and check it out, it’s classic.
– [Ian] All right, and the tweet of the week, Craig? “When Google puts four paid ads ahead of your first organic result, for your own brand name.”
– [Craig] This blew up on Twitter. Jason Fried, from Basecamp, talking about how he has to bid on his own brand name to appear, and lamenting that there’s four other ads ahead of his first organic result. And they’re all competitors bidding on his brand name. Now, we’ve known about this for years.
– [Ian] Yes.
– [Craig] And we kind of use it with our clients. It’s kind of one of those unfortunate things that happen in Google, so you’ve gotta embrace it. But to many people not aware of this, they’re appalled by it!
– [Ian] So let’s read this ad, I was quite amused by the ad. And I was actually surprised it was able to run, but anyway. It says, so this is the ad headline, it says, “Basecamp.com. “We don’t want to run this ad. “We are the number one result, “but this site lets companies advertise against us, “using our brand. “So here we are, a small independent co., “forced to pay ransom to a giant tech company.”
– [Craig] When you read this, of course there’s hundreds of replies, and replies to a lot of them, he couldn’t even use the word “Google” in his ad to say “Google won’t let us run ads here” He had to say “This site.” He couldn’t actually say “Google.” So, the hypocrisy. In a sense like, oh no, you can’t say anything detrimental about the Google brand, but of course Google will let lots of other brands sit ahead of you in the search result. So it’s great. And I think it’s good, it’s a barometer of people’s–
– [Craig] I guess frustration with huge tech companies, in a way.
– [Ian] All right, Craig, and our Quote of the Week? And this is from Brian Halligan, from his 2019 Inbound keynote, and this really stood out to me, it says, “How they sell is how they win.” All right, there’s some Bonus Links of the Week.
– [Craig] There was one just talking about, this was just a WordPress plugin. You know how Chrome supports lazy–
– [Ian] Lazy loading?
– [Craig] Yeah. So there’s a plugin that will actually, you pop on WordPress and it’ll go through and make sure that they are all set, mostly images, to lazy load. So, even faster performance.
– [Ian] And we’d love you to share this podcast with anybody that is using HubSpot or is considering using HubSpot as that would greatly help us. So, thank you, listeners, for another great year as we finished four years of podcasting and we enter another one. I hope you’ve been enjoying listening to us And until next time?
– [Craig] Catch you later, Ian.
– [Ian] See you, Craig.
– [Craig] Hey there, thanks for listening to this episode of HubShots. For show notes and the latest HubSpot news and tips, please visit us at hubshots.com.
Keeping your contact lists clean to improve email deliverability. It is important to segment your contacts.
To clean up your contact lists, use any of the following contact properties to get more context about their original source and why they’re engaging with your business.
Last email date
Recent conversion date
Last form submission
Last email opened
Last email clicked
Last date purchased
Last activity date
If your contacts are more than one year old, run a re-engagement campaign to confirm that they are still interested in your content and hearing from you. Also would be worth running them through NeverBounce as an additional check.
Did you know? A spam complaint rate of 0.1% on a single email is a red flag that will increase your chances of bouncing or landing in the spam folder.
Please rate and leave us some feedback as this helps us improve and reach more marketers.
– [Ian] Hi everyone! Welcome to HubShots episode 172. We talk about sales work flows, keeping your list clean, persona challenges and billboards. You’re listening to Asia Pacific’s number one HubSpot focus podcast, where we discuss HubSpot tips, tricks, reaches and strategies for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?
– [Craig] Man, I am so good, I am so pumped up on caffeine and sugar tonight, I gotta tell you. And when I’m drinking my tasty beverage, oh my goodness, the temperature is just perfect.
– [Ian] What temperature’s that, Craig?
– [Craig] Well, I’ve set it at 62.5 degrees on my app on my phone, ’cause I now have an Ember mug. That’s right!
– [Ian] Now listeners, we’ve spoke about this Ember mug in some previous episodes, but before I go along I just wanna say happy birthday, Craig.
– [Craig] I wanna say thank you Ian, and thank you for my Ember mug. That was an awesome surprise today, so I feel very, very lucky, and, as a result, caffeinated up with tasty beverage at, what time is it? Coming up to eight o’clock at night, so yeah.
– [Ian] All right, listeners. Now, you’re listening to this episode. When this comes out, INBOUND 2019 will have gone and INBOUND 2020 will be on its way, and next year it’s actually gonna be in August.
– [Craig] Yeah, that’s right, but by the time you hear this, inbound for 2019’s all over so we’re thinking, well, tonight’s not much use if we talk about some latest HubSpot feature because there’s gonna be a ton more released over the week so we’ll chat about that in upcoming episodes. Instead, what we’re really just gonna focus on is ways to use HubSpot, I guess, from an approach-based, as opposed to specific functions.
– [Ian] That’s right. Do you want to move onto our HubSpot marketing feature of the week, Craig? Now this is really something key, that we see often, following the last episode where I got myself into trouble with some unclean lists, I thought it’d be really good to highlight the importance of segmentation of your lists and also creating lists to make sure that we are engaging with people that are actually engaged with our businesses. So there’s some really good things and there’s a support article there that I want to highlight. But to keep your contact list clean, you know, there are lots of properties in HubSpot that you can actually create lists out of, so, you know, when they were created, when the last email date, the recent conversion day, the last time they submitted a form, the last time they opened an email, they clicked a link, they replied etc. So there are lots of things you can do. One of the things that they suggest if contacts are more than a year old, is to run a reengagement campaign to confirm that they still are interested in hearing from you. I would also go another step and say run it through NeverBounce and as an additional check. And this is not a hard thing to do. It’s very easy to actually connect to NeverBounce to HubSpot, because it is a platform, and it can connect, so you can run the check through NeverBounce and then push the data back into HubSpot. And I wanna also say, did you know this, and I didn’t know this, a spam complaint rate of .1% on a single email is a red flag that will increase your chance of bouncing or landing in the spam folder.
– [Craig] .1%? I did not realize it was that tight.
– [Ian] That’s right, and that’s why I called it the Did You Know.
– [Craig] Oh, this segment? Nice, interesting. Yeah, well some good ways to break down segmentation there and I like the warm-up campaign, but yeah, behavior-based, it’s based on how they interact. You’ve got some examples here in the show notes, but well, last emailed they opened and how many emails, pages they visit, all those kinds of things so they’re good indicators of intent.
– [Ian] Now Craig, onto our HubSpot sales feature of the week, and this is really about optimizing sales process. We want to highlight this because not a lot of people might be aware but you can actually create deals using work flows. Example, how we do this for a customer is when a contact gets a particular lead status, we might then wanna just start tracking that in deals, so we kick off a deal work flow to create the deal at that point in time. We copy a lot of the information that we might have collected from the contact originally into the deal. That’s actually required by sales, so that they don’t have to keep going backwards and forwards. So that’s something else we’re doing. Now, the caveat here is make sure the properties you’re copying are of the same type.
– [Craig] So when you say the same type, what do you mean?
– [Ian] Example, I was doing one recently, one of the properties I was copying was actually a multiselect. Except when I created the property on the deal site, I just said it was a single entry field, and then it flagged it that there was a problem, so it needs to be identical to be able to do the copy across.
– [Craig] It’s a good example. Look, this is a really good tip, actually, creating deals from So, give you an example, it might not just be fill out a contact form, ah, create a deal, that might be a bit premature. But let’s say they go through and they might have requested a quote or you’re getting them very close to purchase, you wanted to automate as much as possible. Gee, we should have a quote about that in the show, at the end. But really, if you can get them to that point and set up in HubSpot, what you can actually do, they fill out the form, they put a whole bunch of details, okay, creates the deal, you can set the name based on who they are, and then you can also set internal notifications, so that might not go to you, it might go to someone in sales, might go to someone else, perhaps in delivery and things like that. So automating all those thing is a really good idea and deals is just one part of it that helps you not only automate your business, saves time, but actually reduces missed opportunities. Plus I get captured right there and then.
– [Ian] Now, onto our HubSpot gotcha of the week, Craig.
– [Craig] Firstly, shoutout to Joy at HubSpot support. She did a great job at answering this question for me. Back onto creating deals from work flows, I was doing this and I wasn’t seeing any activity. So generally when you create a deal when you’re in a contact, you’ll actually end up seeing, if you’ve got your settings correct, you’ll end up seeing all of the activity in the timeline on the deal. So I’d done this and then I went to the deals. I’m like, “Where is this? It just looks empty.” Anyway, there’s a knowledge-based article here about why that happens and how to, I guess, get around it or maybe how to fix it if you need to, but it’s not readily apparent when you’re doing this. So you can associate multiple activities on a deal ticket, or associate single activities, and it’s based on the record so you can actually associate those records to that deal, if you want it to show up. So just be aware of that.
– [Ian] Right, so just so I understand this, you’re saying if you manually create a deal, you get that option to associate recent activity, 30 days of activity, emails, etc., to the deal. But if you do that from a work flow, you don’t get that option.
– [Craig] You’re right, so bit of a gotcha there, okay.
– [Ian] All right Craig, onto our marketing tip of the week.
– [Craig] To be done in an INBOUNDy way, no doubt, Ian.
– [Ian] That’s right, and this is about using billboards. Now, I thought this was rather interesting. This is an article that Brian Halligan has written on Medium, and he talked about using billboards, why it helps but actually using billboards. So, I thought it was really well written. Like, he had kinda gone through the whole process about why he thought it was a good idea. And not just he thought but he actually took him back to the business and they discuss it. But I thought there were kinda three key take aways that I got from this that he had mentioned in this article. Now, he’s gonna write a follow up after this post the billboard being up for a couple of months, and then he’s gonna report back. But here’s the three that I got. If Brian did not live and work in San Francisco for a month, he would actually not have had this revelation about billboards and how important they were, in San Francisco and in the community that he was targeting. He learned that there are some clever ways to measure the effectiveness of billboards as well, which he didn’t actually mention how, but he said he’d discovered them in the journey. Number three, he learned that the message that they did, although the billboard, needed to be kept very simple, because people just don’t have time. So just think of the purpose of the billboard, and he goes, it had to be super simple. So literally all they have on the billboard, it says, “Your sales team will love you.” That is it. And they’ve got “HubSpot CRM, Grow Better” on the bottom, which is quite small, but that is the key message here. I’d encourage you to read the article because it kind of opens your mind up. I mean, we do all this stuff in the digital space, what other channels are we missing in the market that we’re targeting, because we’re not actually looking at it from a customer perspective.
– [Craig] I think this is really interesting as well. By the way, we’ve got a screenshot in the show notes of the billboard, what it looks like, and it is very simple. It’s cool. I’m really interested in this kinda thing. It’s offline, as we would say. But I was actually looking at not so much big billboards, but actually the digital billboards you see around, ’cause we see a lot of them in Chatswood and around the city here. They’re digital, and I actually was looking at this when my wife’s last book came out, ’cause I was gonna do a bit of book advertizing. I was actually looking at, ’cause some of them have got them in bus shelters now. But more specifically, I was gonna be looking around in the center of Sydney, around George Street, because there’s a few K Dymocks store there. Dymocks is a bookseller in Australia, for any overseas business. And I was actually gonna try and do it impression-based, just to have those key moments, like lunch time, etc., to advertize her book. And in terms of measurement, it actually would be very easy to measure because these are digital billboards, you can say, “Oh, well I’ll put it on for this week “and check the results.” ‘Cause we do get semi-real time book sales results. The thing that stopped me, and I think this is only a short term thing, the minimum spend was just too high. So it’s not like Google Ads or Facebook you can jump on and do $10 a day or something. They just needed corporate accounts that need many thousands of dollars of spend at a time and which was too much just for promoting a book. But that will change, the whole self service billboard market I think will come in, and especially digital billboards. You see these outside lots of lifts in buildings these days. It’s another piece. Now, we typically don’t do that ’cause we don’t think we can measure it, but I, and I’m interested to see how Brian measures it, but for my point of view, it’s actually quite easy. Turn it on for a week, turn it off for a week, and as long as there’s a very strong tie to purchase, so an eCommerce piece would be the most obvious example, or book sales would be another. If you’re promoting a profession services piece, that might be a bit more difficult to align. But certainly, those other mediums, those other channels that coming in place, and I’m really keen to use them. I actually think there’s those first moments for opportunities for those as well, for small business. Of course, the big brands have it already, but this is coming downstream to small business as well.
– [Ian] All right Craig, onto Inside of the week. Mapping your personas to ad targeting. Now this is something that you and me have both come up against and understanding when we talk to businesses it’s about understanding who were targeting and how do we talk to them, right?
– [Craig] Yeah that’s right, so I’ll add a bit of context around this. I’m gonna say most, actually might not be most, but many people when they think of personas and they prepare personas, they’ll do them role-based, so we’ll say they’re role-based, so it could be job titles, job function, that kind of thing. That’s pretty common and I think HubSpot would even push you down that path if you hadn’t come across personas before. I guess very simple to understand about a persona, about a person, you might add some demographics, age, etc., but it’s often role-based in what they do. And that’s because it’s very easy to target. Now, bigger brands and, well, maybe some actually more sophisticated brands don’t always go down role-based, they’ll go down approach-based. So an example might be they say, “Aw, look, we’ve got an innovator,” or “we’ve got a collaborator,” or “we’ve got early adopter as a persona.” And I often build out messaging and content around that, and that’s actually, it can be quite powerful. I was actually in a strategy session today with a client and they’ve gone down that path with approach-based personas, and talking about it, “Right, so how do we get campaigns going on?” I’m like, “Okay, that’s a good approach “but there’s actually a second piece of mapping “that you need to do,” because when you think about all the paid channels, they are quite often role-based or function-based or interest-based. So you can’t go onto Facebook and go, “Ah, I wanna target innovators,” or “I wanna target first–”
– [Ian] Collaborators.
– [Craig] Collaborators, or early adopters, right? It’s a lot harder. You’ve actually gotta do some extra thinking about how you target them. Now, on Facebook, that’s quite often based on interests, but on LinkedIn, for example, you’ve often gotta tie that actually back to a role or a title or job function. So, I think the inside of why we include it in the show is just to be aware that personas that can have extra, more sophistication, there’s pros and cons of both.
– [Ian] All right. Craig, our podcast of the week.
– [Craig] I’ve been listening to the 2Bobs podcast, and, you know, our friend, good friend of the show, David C. Baker, we love him. So he cohosts this with Blair Enns, who wrote the book “”Win Without Pitching””, which I’m reading at the moment.
– [Ian] I have read that book a while back, yes.
– [Craig] It’s so good, I’m really enjoying reading this. This is perfect for agencies, but also for marketing managers, I would say. So I’ve listened to a couple episodes, been going for ages, so this is not a new podcast. Been going for ages and I’ve only just started listening to it now. Fantastic.
– [Ian] And what’s been one of the one stand out highlights that you heard recently, Craig?
– [Craig] Okay, so he targeted this ad agency, this was talking about six types of people that are a bad fit for your agency. However, this could also work with marketing departments. But he looked at personality types where, you know, people come in and extend their influence and all kinds of characteristics that they do, or they try and block out other people so that they have, kinda, in charge, they’re the go-to people, they make themselves indispensable. All these kind of staffing issues, so that was one. Then he was in another episode, they were looking at some of the ways that you deal with procurement. Really interesting insight, I found, as an agency, ’cause Blair was actually recounting this experience he had at a conference where a procurement manager for, like, Coca Cola or something like that got up and said, talking to a room full of agencies, and said, “Ah, you all think you’re so differentiated and so unique,” and they said, “You’re all the same. “You all charge the same some kinda costing model. “You all say you’re different but it’s all the same, “you know, you’ve all got this unique process, “but it’s actually all the same thing “and it just presented differently. “You’re not unique. “We’re gonna pay you X dollars per hour, “that’s it, take it or leave it,” right? I thought it was a really good comment. And so, as you would know, both David and Blair, when they talk about differentiating, they talk about expertise. So it’s not really the way you position your agency, it’s about the expertise you bring to it. So I found that really interesting and I guess for any marketing managers presenting their own product to the market, it’s about how you differentiate and based it on expertise or other features.
– [Ian] Yeah, I think you’re absolutely right, Craig. That’s exactly what’s going on, right? Take away is to go have a think about that and actually figure out, are you positioning yourself correctly with your expertise? All right Craig, we got two shoutouts of the week. So Glenn gave you a shoutout from INBOUND. Hey Glenn, this is Glenn Miller from Lupo Digital, and he sent you a video, didn’t he?
– [Craig] That’s right. Very kind of him. Thank you Glenn. Keeping us, we’re not at INBOUND, in case you didn’t realize this as we’re not at INBOUND, we’re missing out on the fun but Glenn’s over there.
– [Ian] We are gonna be there next year, Craig.
– [Craig] I think so. And I wanted to give a shoutout to, you know Glenn’s Lupo Digital agency in Sydney?
– [Ian] Correct.
– [Craig] Potentially a competitor. You know how people keep saying, “Oh, another HubSpot on their competitors?” We’re like, no. We don’t consider these other agencies competitors at all. Here’s another one. So Zoe Palmer from Brand Chemistry, I love their stuff. Potentially we could say Zoe and I are competitors?
– [Ian] Yeah
– [Craig] She’s actually been giving referrals to me and, oh, you know, and Amobee, Amobee. We should shoutout to Amobee, he gave me a referral, I gave you a referral–
– [Ian] You did, thank you.
– [Craig] There is so much good work to be done, and so many good agencies around, I don’t think we’d see any of them as competitors. We’re collaborators. Should be an avatar for that persona.
– [Ian] What I love at the core of them, they’re all good people. Now before we finish this segment, Craig, INBOUND next year, if you’re thinking of going, is actually August 18 to 21 in 2020.
– [Craig] Is that because that’s before the election or–
– [Ian] I would suspect so, because I remember four years ago, when we were at INBOUND was the day of the election. Anyway, so there’s two kinds of passes. You can get a all-access pass if you book in the near future, it’s 6.99, and you can have a power-pass, Craig, for 12.99.
– [Craig] The power-pass is what it’s all at.
– [Ian] All right Craig, onto our quote of the week. And I thought this would be a befitting quote from Brian Halligan. “Advice for modern marketers: automate the buying process. “Users are expecting you to automate their processes. “They want a self-service experience with your company.”
– [Craig] Only could automate the process of creating deals in.
– [Ian] That’s right, Craig. And paying for it too. All right, there’s some bonus links of the week. I think there’s some training from ConversionXL about microfunnels, not fly wheels, funnels.
– [Craig] Look! I know you baited me there! You can’t escape the funnel. Everything I talk about, the funnels, everything with clients, they understand funnels. No one gets the fly wheel.
– [Ian] You just gotta talk more about the fly wheel. It’s about less friction, Craig.
– [Craig] It is about less fiction. Well, yeah.
– [Ian] Anyway, maybe we can do it and place it on the fly wheel.
– [Craig] Later on.
– [Ian] Well Craig, I hope you’ve had a great birthday, and listeners, if you are listening to this and you love this show, we’d love you to leave us a review on our podcast or Spotify. And we’d love you to contact us on Instagram, ’cause we love hearing from you guys, or email us. And to those that we haven’t met in person, please feel free to drop us a line. We are actually thinking of running some dinners in Sydney. And, of course, when we are at INBOUND in 2020, we will get together there again. Well I hope everybody has a great week, and until next time, Craig.
– [Craig] Catch ya later, Ian.
– [Ian] Thank you for listening to this episode of HubShots. For show notes, resources, HubSpot news including practical strategies you can implement, visit us at HubShots.com.
Ran into some issues with email delivery this week and had to use NeverBounce. Here are some of the results as we connected it to HubSpot to do the validation and then pushed the data back.
But how do you check it? They will attempt to create a HubSpot property named “neverbouncevalidationresult” to store the NeverBounce validation result (valid, invalid, disposable, catchall, and unknown).
Please rate and leave us some feedback as this helps us improve and reach more marketers.
– [Ian Jacob] Hi everyone. Welcome to HubShots, Episode 171. In this episode we talk about workflow go-actions and the pain of HubSpot quarantine. You’re listening to Asia-Pacific’s number one HubSpot focused podcast. Where we discuss HubSpot tips, tricks and features and strategies for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems. How are ya Craig?
– [Craig] Oh look, really good and you know what I’m looking forward to? I’m looking forward to some of that plant-based KFC. Did you see this, the news come out recently?
– [Ian] What is the this about? That’s our inbound thought of the week.
– [Craig] Well I’ll get to why it’s our inbound thought of the week, but yeah, so KFC, Kentucky Fried Chicken, by the way they’ve been using–
– [Ian] Fried!
– [Craig] Fried a fair bit lately, anyway, the health, I guess, problems have gone away. But anyway Beyond Meat has gone huge and everyone’s offering vegan and vegetarian options now. So KFC, they’re gonna have vegetarian chicken based on Beyond Meat. Anyway I just thought, oh, what better way to start a show than talk about KFC you know.
– [Ian] But this is marketing right?
– [Craig] And why I’m bringing this around. I’m gonna tenuously try and relate this back to marketing but how things were changed. First the word fried, I saw an ad for them the other day and it said “Fried Gold” like they’re just, it’s almost front and center, fried. So that’s changed so it just shows how marketing’s changed there, someone said “Oh, let’s just embrace this.” You know? And also that whole Beyond Meat craze. Like everyone, and there’s a whole list of these companies rushing to put Beyond Meat in there. So just this kind of branding that Beyond Meat has got and the marketing behind it, everyone’s jumping on board. So really interesting times.
– [Ian] Yeah that’s right and you even look at the packaging it looks really green and I thought that was rather interesting, I mean, I guess what next?
– [Craig] Oh by the way I learnt a new word.
– [Ian] Well you taught me a new word today.
– [Craig] Okay the word is flexitarian. Had you heard this word before?
– [Ian] No I had not.
– [Craig] Well apparently it’s been around since the 90s, I didn’t know this, but flexitarian it’s a combination between flexible and vegetarian and it’s basically people that have kinda more trying to avoid eating meat and more a plant-based diet but they’re flexible about it. So yeah anyway, there you go. Word of the week. We should have a shot at word of the week anyway.
– [Ian] All right now Craig we have got the HUGcast coming in September 2019.
– [Craig] The Hug Cast. What is the Hug Cast?
– [Ian] So this is the Sydney HubSpot user group and it’s on the 25th of September and at this event we will be recording the podcast on how to start and record a podcast.
– [Craig] It’s very meta, so folks, by the way, we’re recording this on the 27th of August just before Inbound. You’re going to Inbound aren’t you Ian? Yep, flying out so, by the time listeners you hear this he’ll be back and would have heard about all the goodness that’s been announced at Inbound. So when we have our HubSpot user group in late September it will actually be a bit of a recap of Inbound. And you know what we’re doing different this time? It’s not just going to be a trotting out of the news, ’cause I think HubSpot does a pretty good job of pushing that out. But it’s actually going to be a panel which we are going to be recording as part of a podcast. A panel talking about how to apply all our new releases and features into your marketing. So it’s not just about oh here’s this new feature. It’s like here’s how we can apply it. So it’s going to be a user group event I think.
– [Ian] That’s right. And I wonder whether they’ve done one of those anywhere else in the world. Okay Craig, onto our HubSpot marketing feature of the week. And this is about workflow branch joins.
– [Craig] Right. So you know one of the big problems with HubSpot, I’m gonna say problem, HubSpot workflows is that you can’t join branches so you branch and then they each have their own path and you can’t bring them back together. So we’re almost there. HubSpot have released the go-action. And it’s quite nice actually because it’s more powerful than just joining a branch at the end where, you know, we’ve used active campaign. Others which do a good job of joining branches at the end. But it’s a go-action so you can push it off to another event. Now they’ve only got it in company deal and ticket work flows. It’s not in contact workflows yet but I’m assuming that’s coming soon. So, looking forward to that. We’re going to link in the show notes plus a screenshot, just of an example we’ve got in place.
– [Ian] Now Craig, why would anyone care about this go-action and joining?
– [Craig] So do you use branching much in workflows?
– [Ian] Yes.
– [Craig] Right, so I tend to avoid it. I avoid using branches, yeah.
– Oh. And I’ll tell you why: because I don’t like having all these branches heading off and then I can’t pull them together, because you often get a lot of these repeated actions, branches.
– [Ian] Actions, yes.
– [Craig] Then you almost see like 90% of each branch is the same, it’s just for a few. And that’s often because those things come after the initial action that happens after a branch so you really want to be able to bring it back so you can kind of say branch do this or that then bring them back so they’re on a common thread. Now we tend to use child workflows for that.
– [Ian] Yes, which I think is what I did one of these massive workflows for a customer, and I was showing it to you the other day and you said, oh I think we need to split that up and pull out some of that in to a child workflow, which I did. So that actually worked really well. And I think it’s a good philosophy.
– [Craig] Well that’s really good, but this go action is going to
– Going to change things. mean we can avoid doing that. So I’m really looking forward to this, ahhh, so.
– [Ian] It is actually very good now that I’m thinking about it contextually in one of my things that I’ve done for a customer, I think this is excellent. All right, now Craig, we spoke about a influenced revenue report a while back and we’re just gonna touch back on this again.
– [Craig] Well this is a really good thing and by the way thanks, Justin, for this, go the extra. He alerted us or reminded us of the influenced revenue report. Now I’m not actually sure if I did know about this influenced revenue, or certainly not in my own portal. Had you actually used this report before?
– [Ian] No I haven’t, I didn’t but now I do after having this discussion. I went last week and implemented in a couple of portals where we’ve got data. So you obviously need DL data in there to make this happen. So be aware of that: if you don’t have DL data you’re not going to see anything on there. And you find this report under reports > analytics tools > campaign analytics. And then you’ve got to make sure you choose the influence contacts by revenue.
– [Craig] Well actually there’s an influence contacts and an influence revenue
– Correct. and they’re both actually quite good. Now there is a little bit of a well it’s not really a “gotcha” but you’ve just got to remember that there can be double-ups because if something is coming through; a deal has come through multiple, say, campaigns they both get counted. But it’s influenced revenue so it’s where these campaigns have influenced revenue. So it’s actually exactly how you would expect.
– [Ian] All right, on to HubSpot’s sales feature of the week! Now, Craig, I wanted to highlight this because lead scoring, and we’ve spoke about this a few times, people tend to get confused. Now even if you have a marketing enterprise, you will have predictive lead scoring which works on data that’s within the system and from the machine learning and artificial intelligence that’s going on. But if you don’t have marketing enterprise and you’ve just got marketing professional, there is this lead scoring ability but it’s a manual ability so you’ve actually got to set up what score to give certain aspects of behavior or maybe certain fields of data that you’re collecting. And I wanted to highlight this is a one minute, forty-five video from HubSpot Academy about how to use lead scoring in HubSpot. And I think it’s a good and simple reminder about setting this up in your portal. As a start, it doesn’t have to be perfect but at least get used to setting something up. You could even use this, really simple things, like one of the examples they use is that in the position field it’s “vice” like they’re looking for a vice president or vice or VC president. So one of the criteria was like I want to give it 10 points if you see this in the position field. So it’s just really simple. But I want you to have a look at the video and go and set that up. That’s the action from this.
– [Craig] And just one question: should they be watching this video with the sound on or off, Ian?
– [Ian] Well, Craig, what can I say. I would recommend sound off.
– [Craig] Okay, listen, so a big, yeah, a special bonus there if you listen with the sound on, my goodness!
– [Ian] All right, Craig, on to HubSpot gotcha of the week.
– [Craig] And you know what’s got me?
– [Ian] There ain’t no releases.
– [Craig] Where’s all the product releases? And I guess everyone saying we’re holding those for Inbound. So, yeah it’s been a pretty lean month in the product releases, I guess, yeah. Really looking forward to when it gets announced next week.
– [Ian] That’s right. I’m sure you’ll be able to watch it live on HubSpot.com. Or if you listen to this episode after you probably go to HubSpot.com/new will be the new product releases.
– [Craig] That’s it.
– [Ian] All right, Craig, on to our marketing tip of the week: using a smart content.
– [Craig] Look we’ve started talking about this lately but this is just a blog post on considerations around smart content. Worth going through, they give kind of five points around how to think about smart content. Things to consider before you jump into it. Well worth a read.
– [Ian] So let’s just pull one thing out of there, Craig. So I think this is a good one: determine who you are creating smart content for. That’s a really good one. And then determine where you want to add smart content. And then determine what should be your default content. So I’ll give you a little example. We use smart call-to-actions based on certain behaviors: maybe people belong to certain lists, maybe they’ve downloaded certain offers and now they need to be moved along on to the next offer. So this is a really simple way we use smart-CTAs to actually deliver that to people in a manner that is efficient.
– [Craig] Yeah look I think the thing with smart content is you do have to think about it carefully especially if it’s actual content within a page as opposed to say a form or a CTA because you can often get yourself into over-complexity in areas if you haven’t thought about it. Getting the default content right is important. But yeah I’ve seen people like, oh smart content– they lose track of it or they try and do multiple smart content items on a page and it all gets out of hand. So yeah this is just a good reminder to plan it out and think about how it’s done.
– [Ian] All right. On to our insight of the week, Craig. Now there are Google ads, and then there are more ads.
– [Craig] Actually this should just be a “LOL of the week” So, this is linked through to Twitter and someone’s done a screenshot where they’ve typed in a search term and basically the Google result has had a bunch of ads and it’s got another section called “more ads” and it’s like you know it’s breaking out the categories or the sections of ads sorry. I don’t know, when I, I tried to reproduce this it’s like, have they doctored this? Have they made this up? I don’t know. It’s pretty funny thought. But it’s true; that’s the way Google is becoming.
– [Ian] Now, just to– I just want to take a little step back. I’ve been reviewing a lot about accounts lately. And Google’s releasing new updates and features all the time and obviously you can test new things, right? What you tend to find is all these new features take up more space in the ad. So, you know, you could– I was, I think I was talking to a customer the other day and I think if you used all the features that were available in the Google ad tool you could pretty much take up the entire mobile screen almost.
– [Craig] That’s kind of funny. Do you remember The Onion years ago when they were, you know how men’s shavers
– [Ian] Yes you know, they’re–
– [Ian] The dollar-shave club.
– [Craig] Well, yeah but, you know, they’re like, “Mine’s got two blades.” And, “Oh mine’s got three blades!” “No, mine’s got four blades!” And then The Onion did this joke article I think, I forget how many, it was like “Mine’s got five!” or “seven blades!” or something It’s like, just like this HUGE– It’s kind of like, you know, over the top. And Gillette have actually come down and that, like it’s– It just cracks me up. Anyway, it’s kind of like Google Ads are doing the same it’s like well you can have your nice two-line ad No, no, we’re adding a third line. Oh no, four-line! You’ve got five! oh! And there’s ad extensions: you’ve got six! Mine’s got seven lines of ads! These ads are just a huge thing it’s almost like your entire phone is taken up with one ad and then you just scroll through the ad.
– [Ian] There is because you
– It’s out of control! can have a site link extension, you can have a call extension, you can have a message extension, you can have price extension. They’re really good because you kind of get a scrolling carousel of pricing. When I use these for customers it’s really impressive the amount of space you can take up. Anyway,
– [Craig] So it’s kind of just a bit of a joke, aside. On to the actual insight of the week. And this is around Seth Godin; do you follow him on Instagram?
– [Ian] I do but I don’t look at his stuff that often.
– [Craig] Right, so you should check it out. And listeners, check out how he’s embracing Instagram with his Instagram updates and he’s got videos and then he’s got the carousels. When you see how he’s doing it it’s like ah this is so obvious! Anyway, we should do this for HubShots.
– [Ian] Exactly.
– [Craig] Anyway, take a look at Seth Godin. And I just think it’s interesting. I mean, it’s not that it hasn’t been done before I know there’s some cartoonists and things like that do the carousel panel quite well. But he’s taken it from first time I’ve come and seen it done well like that and of course HubSpot’s doing that kind of thing as well but yeah, take inspiration from that.
– [Ian] And also have a look here at our Instagram Live and Facebook Live event. I think the one thing we can learn out of this is that look at what he’s doing and see what can be applicable to your business. And test and measure like we always say. All right, Craig, on to our app integration of the week.
– [Craig] All right, so when we say app integration we’re also going to go “uh oh, quarantining items.” So explain the setup to this.
– [Ian] All right so I came across this app probably a couple of months ago from HubSpot Support when I was talking about, I think I was trying to do some list cleaning and they said “Oh you should check this out.” It’s called NeverBounce. It integrates with HubSpot now. And this is because a customer gave me a list this week of resellers that they sell stuff to. I don’t think they’ve have actually communicated with them recently I guess because they’re constantly selling them stuff or they’re buying stuff. You know, accounts are billing them, emailing them. And so they thought, “OK well we’ve got these specials on. Can we email them?” Sure thing. Anyway, what do you know there’s about 400 on that list. The first 50 sent out and there’s a bounce rate of about 15%. Everything gets quarantined. Right so this entire list. So I’m thinking to myself this is not very good. You know, I get emails flown everywhere. My account manager’s notified HubSpot. Like it’s just alarm bells ringing. Anyway so I thought okay let’s take a step back. Let me go and claim these lists. So I used NeverBounce. So I actually initially just loaded the list. I think they run a free verification. So I think one list came up at about 13% I thought Okay, well that’s okay. I can get that clean. Another one came up at 20, right. And this is the one that I, I can’t remember whether this is the one I learned, one of the two. Anyway, so I thought, okay well I’m gonna clean these. So I paid, I got them cleaned and then I pushed the data back into HubSpot because there is, once it gets the list, you can clean it and you can say import it back in to HubSpot, which it does. And then I was like, Okay now what do I do? Anyway I still don’t get over this quarantining problem, right? Because now I’ve got to explain to support where I got the list from, how I communicated with them.
– [Craig] You are feeling the pain.
– [Ian] I am really feeling the pain.
– [Craig] You are feeling the HubSpot quarantine pain.
– [Ian] That’s right, it’s like I’m in jail!
– [Craig] You are in jail.
– [Ian] So anyways I’m talking to HubSpot support and just trying to understand this whole process. If I had done this process before I sent the email there probably wouldn’t have been a problem. But because I attempted to send the email not understanding how clean this list was I ran into this problem. So here’s lesson number one: make sure you ask the right questions and make sure you actually do a check and clean your list, and use a service. There are many services out there but NeverBounce is one of them, hooks in with HubSpot. The second thing is, when you’re cleaning this list and they came from HubSpot, you’ll probably log in and you’ll go, “How do I tell that the data’s actually gone back?” And I had no idea and I’ve talked to HubSpot Support and they’re probably on their way to telling me. But here it is: what it says in their support documentation is that they will attempt to create a HubSpot property named NeverBounce Validation Result, right? To store the NeverBounce validation result of valid, invalid, disposable, catch all and unknown. And I could not find that. So it’s a little gotcha in a sense because it’s hidden somewhere which you won’t necessarily know. I actually thought it might have gone into another seperate list that was created saying that these were cleaned and these were not cleaned. Anyway that’s where it is. And I’ll put a link to the support article. And for my trouble, I’ve had to respond to HubSpot Support answering those questions to get out of jail.
– [Craig] Yes. A few comments on this: Well first of all, if you’re ever wondering how an integration pushes back results there’s a fair chance that if you go and look in custom properties on the contact you’ll find something named “related to the product”. So that’s the first place to look in case you’re wondering, you know, how do I find something, push back to a contact in HubSpot. But the second is the quarantining: like is this actually fair? And do you remember a few episodes ago we were talking, you know, HubSpot released their up to a thousand email sends, and free, and all that kind of thing? And we were like “Oh man, this is going to get spammed to death.” you know, spam this playground. Well here’s the thing One: when you do send out a broadcast they only send a subset first to check the quality of it. So that’s a good sign. So it’s not like “Oh yeah we’re going to load up 10,000 spam things and just hammer it out.” No, they’re going to send out 50 or so and test and then quarantine you if you’re against it. I reckon they’ve tightened up their rules significantly. I’d like to know whether this is true or if this is just my kind of–
– [Ian] Deduction?
– [Craig] deduction on it. But they’ve tightened up their rules and they’re not going to let any people go in and just start even and you’re kind of collateral damage in a way. I wouldn’t say you’re 100% clean–
– [Ian] No.
– [Craig] because it’s an older list, right?
– [Ian] Yes.
– [Craig] And the client has said, “Oh we want to send it to them.” We do have permission but it’s a bit older. But it’s caught you out. And you’ve said, right, well after some churn, we’re going to catch that and flag it. So I actually think it’s good, possibly the get-out-of-jail process is a little bit onerous although again you’ve got to put these hurdles in place otherwise HubSpot will just become known as “Oh yep, Spammer’s Paradise.” So I actually think it’s a good thing on balance.
– [Ian] Yes, I want to say thank you to Kershin from HubSpot Support for helping us out. Thanks buddy! All right, Craig, on to our resource of the week and there’s a link to Databox. But the 44 most destructive SEO myths according to 120 SEOs. That sounds like a real mouthful.
– [Craig] Actually it’s quite good article, they go through all the SEO myths that kind of get trotted out. So good reading. I only quibbled with one of them.
– [Ian] Which was?
– [Craig] Well one of them said this myth that between subdomain vs subfolder and they were saying Uh no you definitely should use a subfolder. I was like uh, no I don’t think that’s actually a problem. And well, as evidence, exhibit A: I’ll give you the HubSpot blog–
– [Ian] And you’ve actually got something on your site about SEO myths as well.
– [Craig] Well that’s my blog post where I talk about the DataBox blog post and I highlight my quibble with it.
– [Ian] Fantastic! Now on to our quote of the week, Craig. And I thought this was very aptly put from Sir Jony Ive. It says, “Different and new is relatively easy. Doing something that’s genuinely better is very hard.”
– [Craig] Good quote. Just checking, you said Jony Iv-ee. Is it Iv-ee, or Jony Ive?
– [Ian] Oh!
– [Craig] I’m not sure about ’cause I’ve heard it said both ways.
– [Ian] Yes!
– [Craig] I thought it was Ive. Do you think it’s Iv-ee?
– [Ian] I don’t know, we should find a video of him talking about himself.
– [Craig] I don’t know. Oh look, I’ve got him on speed-dial I’ll just call him now.
– [Craig] No.
– [Ian] Aright listeners, we’ve got a couple of bonus things in the week about doing simple SEO audits. And also we would love if you could leave us a review on Apple Podcast, Spotify, and hit us up on Instagram. We’d love to hear from you. We love getting emails from people. Now, somebody did email us, Craig?
– [Craig] Oh yeah, you’re talking about Chad?
– [Ian] Yes!
– [Craig] Thanks Chad, it was great. We loved your email, thankyou for that.
– [Ian] Alright everybody, I hope you have a great week. And Craig, until next week?
– [Craig] Catch ‘ya later, Ian.
– Hey there. Thanks for listening to this episode of HubShots. For show notes on the latest HubSpot news and tips, please visit us at HubShots.com.
In particular they ask whether there’s such a thing as an Inbound Popup form:
Here’s the relevant note they make:
“If you ask someone how they feel about pop-ups, they’re likely to offer an emotional response that loosely resembles a child eating vegetables (I call this expression “blegh”).
People hate the idea of pop-ups. Most pop-ups out there are annoying. What’s more, the pop-ups that annoy you the most are the ones you’ll remember the longest.
But here’s the thing: not all pop-ups are bad. Pop-ups can be used for good, and they can be a healthy part of an inbound strategy.
Just think about email marketing for a second. Email is another example of a channel that has been heavily abused. We’ve all gotten some crappy emails throughout the years. But as inbound marketers, we know to use email responsibly and to only send contextualized email that adds value to people’s lives.
The same goes for pop-ups. When used correctly, they can actually enhance the experience a user has on your website, as well as boost your conversion rates.”
I (Craig) aren’t a fan of popups, but I love the slide-in forms.
I also really love the ease at which you can set the Thank you actions in a button:
Shot 3: HubSpot Sales Feature of the Week
Automating sales communication from marketing
One way marketing can help sales is by sending updates. This could be product, news or something specific to that list. It is a great way to keep in touch with people while removing this work from sales so they can be communicating with prospects and existing customers.
You will most likely when you do this get a lot of bounces (soft or hard) and I would suggest you create lists for each contact owner/sales person to follow up. This is a great reason for making a call!
Tip: you can create a single marketing email with smart content that is sent from the contact owner.
For other ideas around using workflows for sales, listen to episode 164:
Following the entire marketing and sales process from start to finish.
Recently we found that sales calls were not being answered or not getting through. We discovered this as we integrated the calling system with HubSpot and while checking lead quality noticed that little to no calls were being answered.
We do this on a regular basis with the business to gain lead intelligence and see if there are questions we need to be addressing on the channels they communicate.
Tip: have a regular process to monitor and check lead quality.
Shot 6: Insight of the Week
Thinking about engagement on the socials…
How many highly effective leaders do you know that manage their own social profiles?
Working with marketing managers we are increasingly seeing the marketing department managing the personal social profiles (eg LinkedIn) of their company leaders (eg CEO).
They post on their behalf, engage, and even answer DMs on their behalf.
Which begs the question – if our clients are doing it for their bosses, how many other companies are doing it. And interpolating further, how much of the ‘engagement’ you see from people on LinkedIn is actually them?
It’s possible we are heading to a place where LinkedIn is just a bunch of interns all chatting to each other using their bosses profiles…
Remember this next time you are spending a ton of money on ads.
It’s written for agencies, but applies equally to all services business. A good thought for marketing managers and sales professionals in their conversations.
Shot 9: Quote of the Week
“Never forget that absolutely everything you do is for your customers. Make every decision—even decisions about whether to expand the business, raise money, or promote someone—according to what’s best for your customers.”
― Derek Sivers, Anything You Want
Shot 10: Bonus Links of the Week
Please rate and leave us some feedback as this helps us improve and reach more marketers.
– [Ian] Hi everyone, welcome to HubShots, episode 170. In this episode, we talk about popup forms, emails for sales teams, and interns doing your social. You’re listening to Asia Pacific’s number one HubSpot focus podcast, where we discuss HubSpot tips, tricks, and features for growing your marketing and sales results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you Craig?
– [Craig] Oh look, I’m good, Ian, and I’m right across the socials, I gotta tell you.
– [Ian] I’m sure you are, Craig.
– [Craig] The socials, seriously we can’t escape that, can we?
– [Ian] We can’t.
– [Craig] You know I’ve got a bit of a bugbear about this?
– Yes we do.
– The way people say, “Oh we share it on social”. I’m okay with that, they say, “I share it on the socials”.
– [Ian] And you know what’s interesting? More and more I’m finding people I talk to in businesses, especially marketing, are actually referring to social media as the social, so there you go.
– Yeah, I can’t escape it so I’ve gotta embrace it. So regular listeners will know I had a big whinge about this, I don’t know, couple of months ago, ’cause I just couldn’t embrace change, you know? Change, I just can’t handle it.
– [Ian] You just need to hug it, Craig.
– [Craig] I need to hug it. All my clients is calling it the socials now, so I’ve gotta adapt, but look, all the interns are across the socials, we’re covering that in shot six.
– [Ian] All right, so, onto our HubSpot marketing feature for the week, Craig, and this is to do with popup forms. Now you know we’ve spoken about popup forms.
– [Craig] Well, lead forms, we just love them. Remember, how many episodes did we have talking about lead flows?
– [Ian] Quite a few.
– [Craig] Actually they weren’t called lead forms, they were lead flows, weren’t they?
– [Ian] Yes, they were.
– [Craig] Yeah, and no one knew what that meant, so…
– [Ian] And now they’ve become popup forms!
– Hence why we had so many episodes talking about how awesome they are. So they’re called popup forms now, but that in itself is problematic in a way, because no one likes popup forms. Well, I don’t think anyone like, do you like popup forms, Ian?
– [Ian] If it provides me value on the page that I’m at, well possibly.
– [Craig] If it’s done in an inboundy way, right?
– [Ian] Correct.
– [Craig] Yeah well, anyway, the reason we’re mentioning it is because well, forms are awesome. I like the slide-ins. I personally don’t like popup forms, that’s just my particular bias, and I’m imposing that on everyone else. I assume that if I don’t like it, everyone else doesn’t like it, but the stats would show that I’m wrong, and we’ve got a blog post, actually we’ve got two blog posts from HubSpot talking about forms, one is just a bit of an overview of popup forms in HubSpot, but it links off to another one we’ve put in the show notes, where they actually talk about an analysis of the results from popup forms, and they do really well. So I guess it’s always that balance between what we think is a bad user experience versus what the actual results are. Test and measure.
– [Ian] Like a lot of ways, if anything, when HubSpot have implemented this, I use the slide-in form often, and on the rare occasion I use the exit intent popup form, which is fine, and one thing that really annoys me with popup forms, and these are not HubSpot ones, but if I go to sites and I land there, and then within like two seconds I’ve got a form and I haven’t even actually read the page that I’m on. That really annoys me. Think about what you’re doing, and what the customer experience is, because if you’ve been there for a while, and you’re exiting, that’s fine, but if you’ve just landed there within like two seconds and the first thing you’re greeted with is a popup form to sign up for a discount or sign up to the newsletter, like, just get rid of it.
– [Craig] I agree, and you know what? It’s easy to test that, because with the popup form, what you could do is you could test for a couple of weeks, then change the popup duration, like how long the delay is before it pops up, only change that in the form, test that for another couple of weeks, then change it again, make it longer before it pops up. You could also check how far, whether they have to scroll down, things like that. So you could actually test it just to see the results change. However, the thing that I wanted to highlight in the show today, is just some of thank you options that you have.
– [Ian] I know, these seem to have expanded since we last looked at this.
– [Craig] Yeah, they’re really good. Has that calendar event one been there for ages, and I just haven’t realized?
– No it hasn’t.
– Oh okay.
– Because I’ve been setting up these for a customer, and I haven’t seen it. So this even may not be available. It might actually not even show if haven’t got any calendar set up to actually choose.
– [Craig] I don’t think so, it’s not the meeting link. So it’s not actually tied to your own calendar. You’re actually adding a calendar event for them. So they can go through the form, fill it out–
– So for example, you might say sign up to, would you like to attend our, you know a call or an event that we’re running. They go yes, and then the thank you is, just basically a calendar event that gets added, either as an ICS or to their Google calendar directly. So it’s not like booking a meeting in with you, which is also another option, which is good, so you can have a meeting link in there.
– [Ian] Wow!
– [Craig] It’s kinda nice, I tested it this afternoon. It works really well.
– So Craig, what is this event that you’re having?
– [Craig] Well I just made a dummy event about our HubShots Live event, where we get a whole bunch of people to join us for a one hour call and we go through a whole bunch of HubSpot-related questions, perhaps gotchas, and help people out.
– [Ian] So just as Craig is saying this is a dummy event, Craig, I reckon we should actually have a live event where we actually do this.
– [Craig] HubShots Live.
– [Ian] HubShots Live.
– There you go.
– And then, if you’re in Sydney, maybe we can do a dinner with the two of us.
– [Craig] There you go.
– [Ian] There you go, I’ve put Craig on the spot here!
– [Craig] We’ll crowdsource this one. So listeners, if that’s of value, if that would provide value, get to spend some time with us and we’ll spend some time with you, chatting through problems that you’ve got in HubSpot, or questions, or even ideas, give your suggestions, teach us something, I’d love to know.
– Exactly. Or, even some of the great things that you’re doing and you’ve implemented in HubSpot. I’m always fascinated to see what people do with the HubSpot and the tools. I’m gonna shout out to Justin, because he often does some pretty interesting things.
– [Craig] He kinda goes the extra, doesn’t he?
– [Ian] He does. Okay Craig, onto our HubSpot sales pitch of the week. Now why I wanna talk about this is, and I’m gonna title this Automating Sales Emails from Marketing. One thing that we have done quite a bit when we work with sales teams is having update emails or news emails that sales teams can send about product or their services, and often they get stuck and they’re like, oh I don’t wanna email like 40 people that I know about this same thing. And I’m like, but you don’t have to do it, let us do it for you, and it can go from, we can make it look like you’ve sent the email, and this will apply to the whole sales team. So if Craig, I’m your contact owner, you will get an email from me. If, say, Brian’s contact owner is Bill, then Brian will get an email from Bill. So like, oh okay, cool. So it’s a really good way, A, to keep engaged with people, B, if they reply it goes back to the person in sales who actually actually owns that contact, which is really good. You really quickly know if contacts have moved, because a lot of the sales teams we deal with, they deal with the government, councils, and people move around. So that might not be valid now, so that it actually gives an opportunity to actually call up and actually find out who the new person is, or they often get an auto-reply saying, “Oh, I’m not in this role anymore, “you need to talk to Bill so-and-so”, and so you can update the information, right? And the third one is, you just have this constant communication and you keep your database clean. So you know, there’s a, what is that number that, it’s called–
– Wasn’t it in the billions? Are you talking about the effect of dirty data?
– No, the attrition.
– The yearly…
– Oh, the churn rates. So, around, it’s between 20 and 30% annually, yeah.
– Correct. So this kind of keeps that in check, and keeps your database clean. So they encourage you, and one of the things we do following this, is if anything has bounced, is actually have, we create a list, actually, of all the bounced emails, and we assign that list to that salesperson to actually follow up. So you can create tasks, which I’ve actually, we’ve done in some instances, if it’s a larger list, I generally export it. I still create a list, but I export it out of HubSpot, and I send it to the person to just have a quick check, and then make those updates in HubSpot, instead of clogging their task queue with like say 80 bounced emails and 80 tasks about checking a contact. So that’s what I wanted to highlight, and it’s a great way to keeping people engaged.
– [Craig] So the one I just wanted to pick up on that you mentioned there, that listeners might have, it might have just slipped through without them being alerted to it. So, sure there’s the personalization of who it comes from, but really like that idea of who the reply goes to. So we’ve all seen this in marketing situations, where it goes out from email@example.com, and then the reply comes back and the marketer has to go, oh well that’s from this person in sales, I’ll forward it on to them kind of thing. And just having this contact owner, and the reply going back to them, is really good. However, the other thing to mention is, there is a reply to address, which can be different.
– [Ian] Yes.
– [Craig] So this is also the case if you do send out from actually the contacts, and there’s a huge amount of say, out of office and all those kind of things, you can get them to go back to a different reply to address which could be, maybe a junior on the sales team whose job it is to go through all of those and just check if there’s anything important.
– [Ian] Yeah, so that’s a great thing. And another thing I failed to mention, Craig, is you can use smart content in the email, based on particular people in a list, for example, and you can change that in the email, so you can personalize that to that person based on that segmentation or that smart list.
– [Craig] I think smart content is a really good addition to that. So you are actually getting this email, you know that the goal is? The goal is always to be sending those emails that Amazon send, right,
– That’s kinda like the gold standard. Whenever I get an email from Amazon, it’s like so tailored to me, it’s exactly what I want.
– [Ian] All you gotta do is press the button and buy, Craig.
– Yeah that’s right, press the button. So everyone’s goal is to get their marketing emails as good as the Amazon emails, that’s kinda the gold standard. This is just kinda part of the tool chest that kinda gets us along the path.
– [Ian] Yeah, and if you’re in marketing, this is a fantastic way to actually build relationship with sales and help them along, while adding to your benefits of actually seeing how they’re interacting with the business.
– [Craig] And also back in episode 164, we actually chatted about some other ways to automate using HubSpot to benefit the sales team, so go and check that out as well.
– [Ian] All right, Craig, onto our HubSpot gotcha of the week.
– [Craig] What is kind of strange about our HubSpot gotcha of the week this week, Ian?
– [Ian] Well, we haven’t got one, Craig.
– [Craig] I was wracking my brains, what could I possibly find–
– So was I!
– [Craig] What is in HubSpot that’s annoyed me this week? There was nothing. So, you know it’s a good week.
– You just must be doing good work, Craig.
– [Craig] Well, HubSpot, good job, HubSpot.
– [Ian] A shout out to HubSpot support. Okay, marketing tip of the week, Craig. Again, this is following back through from marketing to sales, I wanna highlight this is, about having a regular process to monitor and check your lead quality. So we do this with customers on a weekly basis for the high volume accounts, should I say, and one thing I’ve found, we’ve integrated the call tracking into HubSpot, so we can actually see when calls come in, they get logged into HubSpot, and we can actually listen to the calls and see what’s going on. So what interesting here, we run a lot of paid advertising on the socials, and on Google Ads, and what’s interesting to see, is as these calls are coming in, and there was a point when I was looking into this account, and we just listened to calls, a few at first purely for lead quality, to understand what people are asking, whether we’re not answering any questions, but secondly, how qualified are these people and what sort of, can we make the qualification better with our ads and the landing page, et cetera. And what I discover, all these calls were coming in, because they were saying, oh the leads are really bad, we’re not getting anything. And I’m like, hang on, how is stuff coming in, listen to the calls, so I see all these things going into HubSpot, listen to the calls, you get the welcome message, okay that’s good, then you’ll get the hold music, and then, the call goes nowhere, and it just says, yeah, thanks for calling, no one could answer your call, hang up.
– [Craig] Are you kidding me? So they’re spending a fortune on paid on the socials, they’re sending all this traffic, they’re getting calls, and then they’re just not answering them.
– They’re not answering the calls.
– [Craig] Yeah, well those leads are really bad. Obviously there’s a problem with the marketing.
– It’s terrible, there is a–
– [Craig] Oh man, that drives me nuts when that happens. What next? What happened as a result of that?
– [Ian] Well, I’ve been chasing the IT company to fix the call routing, right. Oh, there’s a call!
– [Craig] Just put them on hold for a couple of minutes. Give them the great experience and then complain if they hang up.
– [Ian] Exactly.
– [Craig] Yeah, and they don’t stick around. Oh, low quality call there.
– So there you go. Here’s a perfect example. I just wanted to highlight, make sure, even if you’re in marketing, this is what I do, I do a random check every week, of certain leads from certain lead sources, and just make sure that we’re actually hitting the mark, we’re missing the mark. So you know very quickly that things are getting mixed and you can highlight that to the business, because they might not be aware of some issues that are actually taking place, and I think if you can do that and stay on top of it, you get a much better result.
– [Craig] You know what, this just reminded me, this need for testing and checking, I wish, I’ll give you an example of something I stuffed up recently. But it’s so important to be checking these things. So you’re always running new campaigns, right, but then someone hasn’t done the kind of the mystery shopping at the end to check that it’s actually still getting a good service. It’s Anyway, I’ll give you an example, not related to paid or anything, but I have a link to our website in our email signature, right, which is pretty normal. Now the way I set it up years ago, probably years ago now, is it basically goes to xen.com.au/i, right, it was smallest letter I could see, and all that does, ’cause it’s in my signature, as the link, not in the actual, you don’t actually see it, is that when it gets to the site, it redirects it and it puts some UTM parameters on so that I could tell it came from an email signature, right. This is pretty standard stuff, right. Anyway, that i, that /i, all it does is a redirect to the main page with the UTM parameters. You can see where I’m going here, right? Anyway, I was just checking the, by chance, clicking the link in my signature today, and it goes to /i, which returns a 404, and I was like, “What?” Anyway, that’s when I remembered, then when I moved all our sites over, from shared hosting to a dedicated server, whatever that redirect file, ’cause I had it in the root of the server–
– [Ian] Of the server, yes.
– [Craig] Yeah, somehow that got missed, so a whole bunch of redirects didn’t get brought over. So then my email signature link, it has not been working for months, Ian.
– Oh dear, Craig.
– Months, can you believe that? I don’t know how many people click on it in my signature. Well, none that I can measure in the last couple of months, but I used to get a few clicks. I’m just like, what a bad impression that must get
– [Craig] My email signature doesn’t even work.
– [Ian] If you go to the HubSpot sales tool, you could probably figure something out, whether they’ve clicked a certain link, right?
– [Craig] Well I can tell before it stopped, because I used to track it with UTM parameters. So I used to see how many people were clicking through, and there’d be at least a couple a week, you know, they’d click through from the… Anyway, they’ve all been getting a bad experience lately.
– [Ian] Well, you don’t exist, Craig.
– [Craig] I don’t exist. So there you go. So there’s a simple example of just something related to a server change with hosting, I didn’t think to test it. I don’t know how I would have caught it in hindsight, other than, I don’t know, if some… I mean how many people have a process to test the links in their email signature? Oh, because we’ve had this before, I’ve actually clicked on people from HubSpot, their email signature doesn’t work. And then I let them know, of course. Well, no one’s let me know, but, I found out the hard way.
– [Ian] Well there you go.
– [Craig] So, one of my own stuff ups. Easy to do, gotta test, gotta keep checking.
– [Ian] Exactly. Keep a link register. All right, Craig, onto the insight of the week, to give out engagement on the socials.
– [Craig] Yes, on the socials, thank you. So, I’ll just tell you a little story. So we were on a client site yesterday, and this client, and we’ve worked with them for many years, they’ve just been acquired, and so there’s a big all staff meeting and it’s being announced. They’ve been acquired by an ASX listed company, so everything’s gotta be… I don’t know if you’ve ever done this before, when those kind of things, announcements go out to the market, there’s a very standard, or a very clear process you need to do in terms of alerting the market. Anyway, so we had blog posts lined up, and the client had prepared this, and as part of that, there’s a whole social announcement that goes out, because there’s a number of things that you need to contain all at once. For starters, there’s staff, because 90% of the staff of both companies, the one being acquired and not being acquired don’t know, it’s all done at leadership team level. Second there’s the market, because it could impact, you know, impact share prices and things like that, and then there’s through just about clients finding out as well, so that you don’t want them hearing from someone else and then they go to the website and there’s no announcement. So there’s a whole lot of things that need to be coordinated. Why am I telling you all this? Well, part of that is the social piece, sharing on social. So what happens is, the marketing, I was working there with the marketing manager, and the marketing team, and so as the announcement went out, and the CEO of this company was making his announcement to the staff, we are at the same time, announcing that, blog post goes live, and we’re announcing it on socials. It all has to go out on the social channels at the same time. A lot of that has to be done manually, because you can’t kind of pre-schedule linking to blog posts because it pre-fills the kind of the image and metadata, which wouldn’t be live yet. So, we had to do it all at once. So we’re actually there managing the CEO’s LinkedIn page, LinkedIn personal profile, and of course an article that they’re putting out, the CEO’s putting out. So marketing is controlling all of this, and so this is all just a big lead-up to then finding out the general process. The general process for the CEO is that it’s all managed by marketing, their personal LinkedIn profile. And so when this announcement went out, it’s not just sharing things, but there’s also responses and they were getting a lot of direct messages, DMs coming, all being answered by the marketing team, right, of which I’m part, a third party right, an agency. So here’s the setup. Like, here’s the question. How often does this happen? And it turns out, well what we’re finding with our clients, is quite often the leaders of the companies, while they do actually access their social profiles, LinkedIn from time to time, but most of the time, it’s being handled by marketing. And here’s the further thing. Often it’s being handled by the most junior people in marketing, ’cause it’s like a, what do they call it, like a five dollar task, as they say. So here’s my kind of scenario. I wonder how much of this engagement that’s happening on social, especially LinkedIn and that, is actually just a bunch of interns managing all the profiles of their bosses, engaging with each other, and the question is, like, the leaders of the company, why aren’t they doing that, I would say. Well they’ve actually got high impact things to do. Much more efficient use of their time than actually mucking round on social. So, that’s kind of just my thought that I’m thinking through, especially when it comes to the fortune that we’re paying on paid ads for many of our clients, especially on LinkedIn, and then especially when they get no results. It’s all kind of falling together. Like, if it’s only a bunch of interns, like, LinkedIn is just a bunch of interns engaging for their bosses, they’re not filling in forms and responding to ads in a way that that their targeted boss might. So just something to be aware of in your paid advertising spend, and thinking through that, test and measure of course, as we say, but really, I was trying to think, and I don’t have an answer for this, was how do we actually test for this, or how do we write ads to target those people, yet be aware that it’s probably not those people that are actually there, but it’s actually their staff or interns underneath. So maybe there needs to be an upsell which is, you need this for your boss who, wink wink, we know is you. Download this and give it to your boss and look like a star because we know you’re managing the boss’s account anyway.
– Anyway, that’s just my bit of a rambling thought of the week, but just something that I’m considering, and it’s all about getting ROI, right. How do we get the best ROI and just to be mindful of.
– [Ian] Absolutely. All right, Craig, onto our integration of the week, and this week we’re gonna talk about having SMS in HubSpot, and this is one of, someone we know, Samantha from Inbound Addons.
– [Craig] Yes, and hello Samantha if you’re listening. Big supporter in the past, so yeah.
– [Ian] We haven’t caught up for a while. Was she at Grow with Inbound?
– [Craig] Yes, she was.
– [Ian] Did you catch up with her?
– [Craig] Yes I did.
– [Ian] Oh good, I missed her. Sam, sorry I missed you. Would have been good to catch up. Yeah, so this integrates into HubSpot, you can trigger the SMS off a workflow, it goes against their contact record, and let’s say, I think it’s $47USD a month.
– [Craig] It’s very reasonable.
– Plus your costs.
– Plus actually your message sends, yep.
– [Ian] Yeah, so I think definitely if you’re looking for a solution that can do SMS, this is a really good one that you can actually implement. All right, Craig, onto our resource of the week.
– [Craig] Nice blog post by Karl Sakas, who we saw at Inbound couple of years ago, he was really good. He does coaching for agencies predominantly, but this post could apply to anyone and it’s–
– [Ian] It’s an excellent post.
– [Craig] So yeah, what’s the post about?
– [Ian] It’s about how you phrase things appropriately when you speak to customers or prospective customers, and one of the things I really picked up from there was, he mentions like, instead of talking to them, you kinda say our customers would typically do this, or our customers typically would use this service to solve this problem, which kinda gives it a different kinda feel to how we would naturally speak.
– [Craig] I think that’s really good, so when they say, “Oh, so how much should we spend?”, instead of saying, “Oh we think you should spend”, it’s well, “Clients typically spend X amount “to get X result”, and it’s a really nice way of positioning it–
– [Ian] Yes.
– [Craig] Without being too kind of direct to them. I think that’s a really good idea. So as I said, this post, he writes for agencies, but for any service company, marketing managers, have a read, some really good ideas there.
– [Ian] Yeah, it is a fantastic piece.
– [Craig] And also way to protect yourself from agencies that try and use these tips to their own use.
– [Ian] All right Craig, on to our quote of the week, and this is from Derek Sivers, is it?
– [Craig] Yeah, he’s written this nice little book. He started a website called CD Baby back in late 90s, ’99 I think, just before the dot com boom, and this is a little book of advice, it’s really short, just read it in one afternoon, where he gives a whole bunch of, I guess his thoughts on growing a business, and in particular, one overriding theme was the quote that you’ve picked out.
– [Ian] That’s right. It says, “Never forget that absolutely everything you do “is for your customers. “Make every decision, even the decisions about “whether to expand the business, raise money, “or promote someone, according to what’s best “for your customers.” I need not say anything more, Craig. Well listeners, we would love you to leave us a rating and review on Apple Podcasts, Spotify, or wherever you listen to this, as this helps us reach people. And it can be as simple as clicking those stars on the app.
– [Craig] They could actually give us a comment on the socials as well.
– [Ian] That’s right. We’d love you to connect with us. Please hit us up on Instagram, Facebook, we would love to hear from you. And if you’ve got any questions, we would love to have the questions, so we can actually help you and help others in the community solve those issues. Well, Craig, I hope you have a lovely week, and listeners, until next time.
– [Craig] Catch you later, Ian.
– [Ian] Thank you for listening to this episode of HubShots, for show notes, resources, HubSpot news, including practical strategies you can implement, visit us at hubshots.com.
Read up on Livestream ecommerce, which is huge in China. We will be discussing this topic in detail in a future episode.
Shot 9: Quote of the Week
“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just marketing or sales or service. To really win in the modern age, you must solve for humans.” –@dharmesh
Please rate and leave us some feedback as this helps us improve and reach more marketers.
– [Ian] Hi everyone, welcome to HubShots, episode 169. We discuss HubShot tips, tricks, and features for growing your sales and marketing results. In this episode, we’re going to talk about community market events, HubSpot sales and marketing features, plus how to respond if your boss says, “We need to redo our website, Craig.” My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?
– [Craig] Look, I’m good, and gee, I think we need to redo our website.
– [Ian] Yes, and we’re going to talk about this, because I’ve had this being asked at me a few times this week.
– [Craig] Yeah, I’ve had it as well this week. Someone saying, “Oh, do you think we should focus on our website?” So we’ll come up to that, I think, in Shot 6: Insight of the Week.
– [Ian] All right, onto our INBOUND Thought of the Week, Craig. And we both attended GROW with HubSpot this week, in Sydney. And I have to say, I was a bit surprised.
– [Craig] Surprised in a good way?
– [Ian] Yes, surprised to see the number of people there. It’s the first time they’ve charged, and, to see the number of people that were in attendance shocked me a little bit. But, you know, I think it’s fantastic, and I think it’s that thing, if you pay money, you turn up.
– [Craig] It was very well attended, and I thought the quality of the talks was very good. I don’t think there was a single session… I wasn’t there for all of them, I have to say, I missed some of them at the start. But the ones I attended, they were all high quality. And we’re actually going to pull out just a few of our takeaways from some of the sessions, three little micro-takeaways.
– [Ian] So, we went to one where we listened to Eric Newcomb from Shopify, and that was really interesting.
– [Craig] He was talking about branding, and he had some great examples and, you know the video that everyone responded to when he was… Fashion Brand?
– [Ian] Yes, the sweaters, right?
– [Craig] Yeah, the cashmere sweaters. So, they were called Naadam, N-A-A-D-A-M, and they have some awesome videos, so we’ve included a link to that. And why are we including this? Because, well, you know, there’s lots of funny videos. But this particular one, it was just about their brand voice and their brand identity. What they stood for, all encapsulated in a couple minutes. I thought it was really good. Entertaining, but also educational about what they stand for and do. And I just thought it was really good. I kind of found it motivating.
– [Ian] It was. I love the video because it actually showed their entire, how the product started right through to their production, procurement, right to the end, through the sale. And why they did stuff and why they chose not to do things, and I really love that.
– [Craig] I don’t know if you were in the session with Graham Hawkins, you were probably in Matt Barby’s session at the time.
– [Ian] I was in Matt Barby’s session.
– [Craig] Yeah, well Graham Hawkins, he was talking about the social selling courtship process, which is, basically, if I was to summarize it, it’s, “Don’t spam.” It’s actually built on the well-known dating analogy. You know, just, kind of, gently, gently, and then build a relationship first. We’ve included one of the slides from his deck, which was really good. Just a nice little process for how to approach people on social. You’re trying to offer them value, if there’s a feared way, you can help them further. And that’s really the process.
– [Ian] Correct, always be helping, Craig. And now, I went to the Matt Barby session about SEO… [Craig] Which was absolutely packed. I got there a bit late and I was crammed up the back, I just couldn’t get in. I thought I was going to faint, it was so hot and crammed with people, very popular.
– [Ian] I loved the session, and I’ve been talking to people about this. But really, it came down to how Google searches change, and the immense change that’s happened in the last twelve months. And how Google have become better at understanding intent with search. And he used lots of great stories of things that have happened in HubSpot. You know, a piece of content that was getting a hundred thousand views a month, and went from hundred thousand almost down to zero. And how he went about, and his team went about, trying new things and trying to understand what was going on. And how they are now looking at content, and how they’re actually working with content, and working on understanding how search results work in different scenarios. So it was fascinating.
– [Craig] I think the interesting thing about that is that it doesn’t matter how big and advanced and successful you are at SEO, there’s always changes happening. So just don’t, you know… HubSpot, a content machine, they’re not immune. And so I’m interested to hear that drop and how they’ve, basically, analyzed it, found what’s changed, and then worked towards restoring the traffic.
– [Ian] Correct. So, he used a really good analogy, and I’ll just try to repeat it as best I can. He used an analogy of football, for example, right? So he knows if you’re a Manchester United fan and you do a search on a Wednesday, for example, Google understands it’s not a day when games are going on, so it might actually show you information about the team, might show you fixtures, might show you where they are in the ladder. If you do the same search on a Saturday or Sunday when they’re playing, you’re going to get results of the game, you’re going to get, “Would you like to buy tickets?” and how to get to the game would be one of them. The result and the experience is totally different to that on a Wednesday, for example. And it just made me realize, “wow!” Like, things have really shifted. And we know this, but when you hear it from somebody that’s doing this on a mass scale, like Matt, it just made me, you know, go think, “Wow!”
– [Craig] And this is what I really like about when you hear speakers like that. They’re actually doing it, they’re in the trenches doing it. Oh, well, he’s maybe not doing it hands on, but he’s overseeing it and he’s guiding the strategy to get stuff back and what’s working. So I really like to hear that. “Skin in the game,” as we say.
– [Ian] Yeah, and his whole thing was about doing more with less, so, essentially, using what you have and making it better to get a better result.
– [Craig] Now he had a slide that we’ve got in the show notes, which is really around analyzing content to prune it out if it’s not longer useful. He used the Brexit analogy for it.
– [Ian] He did! Anyway, he used the Brexit analogy and he actually gave seven points about how to prune irrelevant content off your site. And I’d encourage everyone to actually look at this, even if you are not doing SEO. Actually go through it and understand what it takes, because you can be asking the right questions to your agency, or the person that’s doing your SEO, and saying “Hey, have we actually looked at this stuff? “Or are we just cruising along?”
– [Craig] All right, lot’s of great value there. Now, just continuing the theme of events, and also with Matt Barby. I was actually at an SEO dinner last night. So this was the night after the HubSpot with GROW, Matt was still in Sydney. It’s the first time I’ve been to one of those, because, you know I’m not particularly social, right?
– [Ian] And you went by yourself, Craig?
– [Craig] I went by myself. I didn’t have anyone to hold my hand, oh dear! But it was actually really good. They were really friendly, really smart. And so, why am I mentioning all of this? Well, basically, even if you’re of my personality type, which is fearful, I guess, of getting out in social situations, it was really valuable. I met a whole bunch of smart SEO people, James Norquay from Prosperity Media here in Sydney, a great agency. He organized the meet-up, and it was really good. And I got to chat with Matt as well, and chatted about a few HubSpot things. So it was really good. So, to marketing managers and people working in digital and that, just join one of these groups. Go along, meet a few people, and get a whole bunch of ideas. And we were chatting about some of these over dinner tonight. Like, we do this agency stuff day in and day out, but I was just exposed to new ideas from people, so it really valuable.
– [Ian] All right, Craig. Onto our HubSpot marketing feature of the week. And this week we’re going to talk about the email of your report. And this is actually new, and it’s in Beta. Not every portal will have it, but we want to talk about it, because it is coming.
– [Craig] So, we’ve got a screen shot of it. I couldn’t believe this. I was looking through a client’s portal. They’re on Pro. And I thought, “Oh, what’s this email report? “Now this looks pretty good.” It’s the new email report. “Oh, I hadn’t seen that in mine.” Went into our own` agency portal. We’re in the prize portal, right? And I’m like, “Ah, cool, we’re in.” Oh, not here. And in fact, when I tried to go to link that would correspond to it, the URL… Nah, don’t have access.
– [Ian] You don’t have the keys, Craig.
– [Craig] No, not special. So I stuck with the old email report. But the new one looks really good. And we were going through this with a client, because they can just… Because we’ve got everything nicely in campaigns, right? At the top. You could do this with the old style as well, but you can just choose the campaign, drill into the emails, and you can see all the emails with that campaign grouped into a summary. So, if you’ve got brands or department visions, you can kind of get a sense of how the email marketing for those departments is going. Really useful. I just love how they’re always improving these kinds of things.
– [Ian] All right, Craig. Onto our sales feature of the week. And, I wanted to highlight this HupSpot video for sales. Now, we all know its been there for a while, but I think very few people use it. And, look, admittedly, I don’t use it that much, but I’m going to actually put my face on there and do it more often. So, anyway, we did a test, right? And it uses Vidyard, which is one of the integration partners with HubSpot. And I just want to encourage people. If you are in sales and you want to cut through the noise, it’s a really good way, and the tools are built in, literally. If you have a computer you can do this. It’s just about enabling it and recording the video.
– [Craig] Yeah, so you recorded this within HubSpot, right?
– [Ian] Yes.
– [Craig] So, you were in the HubSpot, you were in My Contact record for this particular test. You just went an created it.
– [Ian] I hit the video button, yeah.
– [Craig] Hit the video, you recorded, sent it to me. It’s all hosted within HubSpot/Vidyard. So, yeah. It was quite a smooth process.
– [Ian] That’s right. So, if you’re in sales, I definitely encourage you to do this. If you’ve recorded ones, you might actually have ones that you can use on a regular basis. Say, you’re answering particular questions. Maybe it’s a, “Hi, my name is Ian, and I just want to introduce myself.” That’s a really simple video. You can actually keep that and reuse it many times over. All right, Craig, onto our HubSpot gotcha of the week.
– [Craig] This is an interesting one you highlighted to me today, around… It’s to do with setting up custom properties. So, we’re on a contact record instead of create a custom property. And it’s got its own drop-down, you’ve got A, B, C. And so, then, you ran into this issue where, if you changed the values on the drop-down, you couldn’t rely on them being changed throughout the system.
– [Ian] That’s right. So, the custom property, as most of you would know, you might be collecting a particular kind of information. So, as a test, let’s say you have a product and you’ve got product A, B, C. And your boss comes along and tells you, “Ah, I don’t want product A to be called product A. “Let’s change that to product AB.” And you’re like, “Okay, cool.” So, let’s save that against a contact record. So, Craig has now bought product A, which is now called product AB. If you look against his contact record, you’re going to see that it’s changed to AB. Now, this is what I found. I had this in a work-flow, where I was looking to send a particular email if you had product A, and a different email if you had product B. That did not change. So, when I did this test, and I thought, “Okay, I’ve now changed this to product AB, “if I request product AB now, I should get this email.” I didn’t get the email. And I went, “Oh, there’s something wrong.” Anyway, went to the work-flow, it’s looking for product A, which does not exist any longer. And therefore, if you have product AB, which used to be A, you don’t see anything. So you need to change the work-flow.
– [Craig] And I imagine that would impact… We didn’t test this, but you were talking about triggers or branching, things like that, based on the property value. So, the comparison that you are doing still looked for the value, as opposed to which reference they were. I imagine smart content would be the same. It probably wouldn’t switch out, it’d still be looking for an actual value.
– [Ian] Exactly. So, just something to be aware of if you’re using some of the logic within HubSpot. All right, Craig. Onto our HubSpot marketing tip of the week. And we have all seen these emails, so…
– [Craig] So, my clients get these as well. They’re an email from someone claiming to work from Google Ads, saying, “Oh, you’ve got problems with your account, and you need to change some things.” And they normally want to set up a call and walk you through.
– [Ian] That’s right. So, let me read some of this email. Because most people would have probably heard about this email. It say’s,
– [Craig] This is an example email you might get, yeah.
– [Ian] “Hi Craig, his is Rohit, your Google Ads “account manager. “I tried reaching your agency to provide important updates missing in your account. “They have denied to take down the update, “which might affect your performance. “I request you call me at the number given “and schedule a time, “by clicking the link below. “I look forward to hearing from you, Craig.”
– [Craig] Okay, so just… I’ll put this in context. So, this is an email… So, let’s say you’re an agency, like we are. And we say to our clients, “Oh, there’s this new feature “in Google Ads,” let’s say. “We don’t want you to use it.” Or, “It’s not appropriate for you.” Anyway, they get an email, not to us, the agency looking after the client’s account, but directly to the client, saying, “Ah, there is an error.” In fact, what does it say?
– [Ian] It says, “To provide the important updates missing in the account,” right? It’s kind of like, “oh there’s something missing, there’s something wrong.” They have “denied to take down the update.” It’s even terrible English, it hardly makes sense, right? So then the client will ring us, or you, or the agency, and go, “Oh, what’s going on, what’s…” And often they don’t even get to that, because they’ve spoken to the Google rep, who has already made changes in their account. And the problem is, they’re not actually a Google rep, for starters. They’re some out-sourced agency, by Google. Google has out-sourced it to them, but they’re not actually, officially, Google. And, often they’re just terrible. They’re juniors, they’re poorly trained, or not trained at all, and they give bad advice. And this is going on… If you’re on Twitter, you’ll see this often. People are complaining about this all the time. And they’re like, “really bad advice”, “they go and they destroy the accounts.” Great for Google. Spending, you know… You’re wasting more money, and stuff like that. But, anyway, we’ve linked to a thread on Twitter where this has been exposed. And, actually, Google Ads replied to this, and they were going, “Oh, sorry, let us look into it.” Everyone was piling on, going, “just how bad Google is,” and, “you’re terrible” and So, to listeners, to marketing managers, if you are working with an agency who is looking after your Google Ads, and you get these emails from people purporting to be Google reps, just be wary. Discuss it with your agency first, and just be informed on the changes that this Google rep is attempting to make you make in the account.
– [Ian] And, Craig, onto our insight of the week. Now, “Craig, you know what? “Our website’s not working. “We need to redo our whole website.” Now, this is something I heard, even today. And I asked why. And, you know, there was nothing wrong with the way the website looked. It was actually really well-designed. On brand, maybe the content could have been updated. And then, I said, “Why do you want to do that?” And they were a bit dumb-founded. They were like, “Oh.”
– [Craig] I think this is the go-to when you’re procrastinating. You’re not getting results and you’re like, “Ah, we’ve really got to redo our website.” Because that’s magically going to fix it all, right? So, this comes in a number of guises. But what do we always say? Who was it that first said to us, “solve for the problem”?
– [Ian] Yes, correct.
– [Craig] Who was that? Forget who said… Anyway, HubSpot, of course, pushed this line, “solve for the problem” all the time. Might have been Kip Bodnar, actually.
– [Ian] Kip, yes.
– [Craig] I remember, interviewed him way back in Episode, what was that? Thirty-four, or something like that, way back in…
– [Ian] It was a long time ago!
– [Craig] How you going, Kip? I wonder how he’s going? Anyway, “solve for the problem”. And this is it. Is the website the problem, or what’s the problem? Well, often you say, “Oh, what is the problem?” They don’t know. So, we, as marketers, need to be putting in place a framework where you can actually measure what the results are, so that, when there is a problem, and look, there’s plenty of problems, you’re actually solving for the most important problem. And quite often, the design of the website is not the most important problem.
– [Ian] Correct. So, there are some things that you can actually do to make sure that you are tracking things, and got the right information to make the right choices with what you want to do. One of the really simple things we do to start, Craig, is looking at Google Analytics, and looking at where people are landing, where people are going, where they’re falling off. That’s one thing, so, looking at the flow. Another thing we do is, we use a tool like Hotjar, to actually see how far people are scrolling, what are they clicking on, even recording sessions, to get an understanding of what people are doing. What’s stopping them from converting, or talking to the business. And, another thing could be, your content is terrible. Actually do a content audit, and see whether it makes sense and it actually flows.
– [Craig] Well that’s right. Just getting a good copywriter involved sometimes, it does a world of good. The other thing, you know, when you said Hotjar, and things like that, just, sometimes, speed of the site is so bad. You don’t need to redo your site. You’ve just got to get it on better hosting. How many times have we said that on this show?
– [Ian] We had one of those instances in this week!
– [Craig] Exactly!
– [Ian] That business has moved their site onto a WP engine. Because they were on a web . The business-owner says to me, he goes, “Wow, it’s so much quicker!” And that’s the reality of it. It’s like, don’t host your site in a bad neighborhood, I always say, because you’re bound to have someone hack it, you’re bound to have not the best windows and soundproofing, etc. And so it pays to host in the right place.
– [Craig] Absolutely.
– [Ian] All right, onto our integration of the week, Craig. And this was announced at GROW, in Sydney.
– [Craig] Yeah, so we just thought we’d call out each week now, just an integration that is worth considering. And this is for Xero.
– [Ian] That’s right. Now this is pretty important, because a lot of people have asked for it. And there are other integrations for Xero, but this integration is actually built by Xero, and it’s native. So it will hook into HubSpot. Now, at the time of us recording this, the only thing that happens in this integration is that data from Xero goes into HubSpot. And, towards the end of this year, we’ll actually have more functionality between HubSpot and Xero.
– [Craig] So, when they announced it, because I wasn’t there for when they announced it, what was the actual benefit? Is there a need for people to get contacts out of Xero? What’s driving that?
– [Ian] No, so this is just the first part, Craig. It’s really about having visibility about your contacts. Their billing, getting their customer lifetime value, what’s being invoiced, etc. So, when it was announced, it was a bigger piece. It was kind of as a part of the whole Martech talk. The marketing technology talk? And how the number of connections have actually increased. Every year, it’s like a thousand more. I think there were, like, 7,000 this last year. I think when they started this whole marketing technology thing, there was two or three hundred on that map. There’s 7,000 this year, and that’s in the space of five or six years. So the whole driver was, is that, even in their accounting space, there is a massive number of apps that are connecting to Xero now, but now they’re looking for this connector between Xero and the CRM that’s driving a lot of this behavior. All right, Craig, onto our resource of the week. Now, this is something you discovered. Its about ecommerce as video.
– [Craig] So, this is an article put out by Andreessen Horowitz. They’re an investment company, venture capital company in the US, that invested in a lot of technology companies over the years. So, probably name any technology or big site, Uber, WeWork, anything. They’ve probably invested in them. Anyway, they often look at trends of what’s happening in the market, and what they’re seeing. And this particular article is really interesting, because it’s around the role of video being, basically, the entry into ecommerce. So, we typically think of ecommerce like a Shopify site, right? “Oh, here’s the catalog.” I go through. I find the product I want. Then I click “add to basket”, etc. What they’re looking at is all these examples, predominantly from China, I have to say, of… It’s all in-app. So, you’re in an app and you’re seeing videos that demonstrate something. They’re often viral videos, funny things, demonstrating a product, and the “buy” button is right there in the app. So, it’s no longer, “I go to a site to buy it.” It’s like, “I’m watching videos, I just buy in-app.” And then it’s a beautiful experience, all within the app. So, we’re actually going to dig into this in a future episode, in some detail. However, I just really want to highlight… You should read this article and look at some of the example videos of how commerce is going on in China, it’s amazing.
– [Ian] That’s right. And I think if you are in marketing and sales, you’ve got to know what’s going on. And I was amazed. And we know this happens. I mean, already we can do things like… You could be on Facebook, browsing things, and you can pretty much buy straight off Facebook without ever leaving the platform. It’s about changing the way we are interacting. And I know for a fact… I watch what people do, and how they browse stuff. What they were saying here, it’s like, you don’t even have to go to the store. Craig, you and me could be making a video right now, about a particular product, and then the “buy” button comes up to, “Hey, you want to buy it?”
– [Cragi] Oh that mug that we have, the amber mug!
– [Ian] Oh, the amber mug, yeah. We could be using our amber mug right now, and then a buy button would come up, and you’d be able to buy your amber mug straight off that video that we’re posting about the review.
– [Craig] It’s the fear of the way it’s going. I mean, we’re seeing hints of this with Instagram and their ecommerce connectivity that they’re building into Instagram. But, when you see this post, and you see some of the examples, it’s just… It’s already here in a massive way in China. It’s just that we’re not seeing it more, certainly not in Australia.
– [Ian] That’s right. All right, our quote of the week, Craig?
– [Craig] Who’s this unknown person that you’re quoting?
– [Ian] He’s very unknown, you’re not going to know him. His name’s Dharmesh Shah. If you don’t know him, please go and find out who he is. A lovely, lovely gentleman. Anyway, he has this quote. It says, “Many companies have forgotten “they sell to actual people. “Humans care about their entire experience, “not just marketing or sales or service. “To really win in the modern age, “you must solve for humans.”
– [Craig] Dharmesh has hit the nail on the head again. Yet again, we should say. Didn’t he have that quote that’s painted up on the wall?
– [Ian] Yeah.
– [Craig] At HubSpot when we were visiting Boston? What was that quote? I can’t remember…
– [Ian] I think it’s always… It’s something that, if you make your customers look good, then you look good in the process.
– [Craig] Yes, that’s right, it is.
– [Ian] I was searching my pockets, Craig, to see whether I had it. Because I have a picture on my phone.
– [Craig] Oh really, yeah. Oh, I thought you just kept Dharmesh quotes in your pocket, just for these kinds of situations.
– [Craig] Oh Dharmesh, love you.
– [Ian] All right, now we do have some crazy collection of awesome calculators, Craig.
– [Craig] Oh, omnicalculator.com… I haven’t found a use for this yet, but it’s so awesome I’ve actually shared it with my team and everyone I know, and I’m putting it in the show now. You go to this link, and it’s got calculators for anything and everything. There’s, like, hundreds of them. So, next time you’re thinking, “Oh, I wish I had a calculator,” to calculate something to do with health or finances, or anything, life..
– [Ian] Just go to omnicalculator.com
– [Craig] That’s it.
– [Ian] All right. And there’s another one, in Rand Fishkins’ thread, on Google’s response to Congress, when they asked whether less than 50% of clicks on Google go to non-Google properties.
– [Craig] Yes, and disingenuous responses, avoiding… But, look, frankly, the answer is yes, less than 50% of clicks go to non-Google properties, ie, more than 50% of clicks go to Google properties. So, you’re on Google, searching, they go to Google properties more often than not, the clicks. So, yeah, very interesting behavior. However, compare that to what we were just talking about, INAB commerce going like that. So, you can go onto Google, and maybe there’s something you’re searching for and want to buy. You could could click… Well, it might go to Google, or it might not. Might go off to your site, if you’re lucky. The in-app experience, when you look at that article we were chatting about before, with video, you are staying in that app. So, look, that’s the way Google’s going. All the platforms are. So you can’t… I don’t think there’s a case, to be saying, “Oh, that’s not fair!” That’s what’s happening.
– [Ian] That’s exactly right. And it’s how we understand all of this. And how this affects what we do, is what you need to really understand. Now, listeners, we’d love you to leave us some feedback, as it helps us reach more and more people. And you can leave your feedback on Apple podcast, on Spotify.
– [Craig] Spotify, you can. Even YouTube, where you can visit the ones and ones of visitors to our episodes on YouTube. That has just not worked at all, has it?
– [Ian] No, but again, we’re testing and we’re there.
– [Craig] We’re testing and measuring it. However, Instagram, that’s where we might get a lot of impact. So, yeah, you can leave us a comment on Instagram as well.
– [Ian] And thank you so much for listening to us. And as we head towards INBOUND 2019, we hope you have a great week. See you, Craig.
Recorded: Thursday 01 August 2019 | Published: Friday 16 August 2019
Shot 1: Inbound Thought of the Week
Thinking through attribution
Did Google Ads drive any leads
Did Google Ads help to drive leads when combined with other sources
Looking through the timeline of a contact record to see the touches
Which channels require the least sales touches to close a big client
What impact is sales having on the overall closure rate of clients
How many contacts do we need to be working with at a company to get the best closure rates (this is a big focus in ABM)
Shot 2: HubSpot Marketing Feature of the Week
Attribution reports (again)
At its simplest the Sources report gives you a good insight into which channels are driving traffic and leads:
This is based on first touch attribution.
However the Attribution reports (in Enterprise), includes the option to give attribution to a range of touches (including first and last, all touches, decay, etc):
This is really important for visitors who revisit via different channels
Key metrics to attribution reports in HubSpot:
The number of contacts that viewed your website through a particular touchpoint before converting. For the All Interactions, First and Last, or Simple Decay attribution methods, contacts can be assisted by multiple touchpoints. For the other models, contacts are assisted by a single touchpoint. This number includes conversions that occur on the attributed page itself.
% of contacts
The percentage of the total number of contacts assisted by the attribution object in your report. For the All Interactions, First and Last, or Simple Decay attribution methods, contacts can be assisted by multiple touchpoints. As a result, adding together the values in the % of Contacts column may exceed 100%.
Score / 100
The score is calculated out of 100 points that are evenly distributed across all the contacts assisted by the objects in your report. If a contact’s influenced by more than one object, their score gets divided among these objects. With the simple decay attribution model, more recent objects get a higher percentage of this score.
You should note: No matter what metric you choose for your chart, you’ll still see data for all three of these metrics in your report.
Shot 3: HubSpot Sales Feature of the Week
Prospects tool (again)
A useful way to see which companies are visiting your website
Can be very important for following up with people who you’ve promoted to, but haven’t yet converted in your database.
When you come to Google Search, their goal is to connect you with useful information as quickly as possible. That information can take many forms, and over the years the search results page has evolved to include not only a list of blue links to pages across the web but also useful features to help you find what you’re looking for even faster!
Shot 8: Quote of the Week
One of the speakers at INBOUND!
“A trust leap is when we take a risk to do something new or to do it differently from the way that we’ve done something before.”
Once you adopt a posture of service, of engaging with the culture to make change, the shift happens.
Now, instead of asking, “How can I get more people to listen to me, how can I get the word out, how can I find more followers, how can I convert more leads to sales, how can I find more clients…” you can ask, “What change do I seek to make?”
Once you know what you stand for, the rest gets a lot easier.