Working hard

Episode 73: Infuriating Signup Offers, Free Stock Images, Audience Targeting

Welcome to Episode 73 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Monday 20 February February 2017 | Published: Friday 24 February 2017

Shot 1: Inbound Thought of the Week

HubSpot Sales Software Certification

https://certification.hubspot.com/hubspot-sales-software-certification-course

Great way to get everyone on the team on the same page and understand the basics of HubSpot CRM and HubSpot Sales software.  Contains:

  • 5 Classes
  • 2 Hours to do it

Shot 2: HubSpot Marketing Feature of the Week

Shutterstock integration into File Manager:

Shutterstock Integration: 60,000 Royalty Free Images within HubSpot Now Available

If you’re a content creator, you know finding the right image can be time consuming and full of legal complexities. Today, we’re happy to announce an integration with Shutterstock which will make 60,000 images from their gallery available free within HubSpot.

Try out the Shutterstock integration today!

17 01 27 HubspotPromotion HeaderThumbnailblog header

How it Works:

  • Head to File Manager and click the new ‘Stock Images’ tab.
  • Within Stock Images, search for an image you would like to add to social messages, or content. Such as, “coffee” or, “exam”.
  • Once you find an image, simply click on it and save it to your File Manager.
  • After it’s saved, go to your content, or social message and insert it directly from there.

Note: Watermarks will appear on Shutterstock images within search. Once you save these images to your File Manager, watermarks are removed and will not appear in your live content.

Note: we discovered that this is only a subset of the images available on Shutterstock – many of the ‘good’ ones aren’t available.

Shot 3: HubSpot Sales Feature of the Week

Send Emails from Company and Deal Records in HubSpot CRM

You can now send emails from company and deal records in addition to contact records. This change makes it quicker and easier to get your emails into your prospects’ inboxes. Fewer clicks between CRM

records means time saved.

Resmed

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Making sure you thought about the whole signup process and what a free trial means to potential users and customers.

WhatsApp Image 2017 02 11 at 6 26 22 PM

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig:

How to differently promote an Australian building materials distributor & supplier to residential, commercial, industrial, building and construction industries.

Good marketing = clever targeting + specific content

  1. Create ideal buyer profiles and personas for each market
  2. Prepare a matrix of personas versus channels where they ‘hang out’
  3. Plan content for each channel and persona => there is always room for a high quality guide eg How To Choose A Supplier for Your Home Renovation -> do this for each buyer profile
  4. Consider utility versus entertainment: think of ways to make the brand memorable, think of your ‘will it blend’ equivalent eg it could be a particular material is incorporated into a campaign showing its particular strengths => video

Residential

  1. Target people on Facebook who are interested in renovation, interior design and promote via FB, Instagram and Messenger => SEM
  2. Target people on Facebook who are builders and promote a key differentiator (choose one of delivery, price, quality) => SEM
  3. Use a service like Task Rabbit to get someone to drive around a suburb and make a note of all the building projects underway (eg sign in front yard), then direct mail each of those builders with details of materials they’ll need in the next stage of the building => direct mail, SMS

Commercial

  1. Target specific commercial industry segments eg hospitals, nursing homes and highlight case studies of happy customers => case study guide
  2. Target specific partner channels eg architects, plumbers, electricians, interior designers and provide guides for each specific type => ebook

Industrial

  1. Target particular construction sites you know have had supply issues and directly contact the site foreman (foreperson) => phone calls
  2. Consider common pain points: eg late delivery and provide differentiated service that will overcome that stress => highlight in partner tenders

Shot 7: Podcast of the Week

PNR – Joe Pulizzi and Robert Rose on considering business models for content companies:

http://contentmarketinginstitute.com/2017/02/medium-wrong-business-model/

They also discuss unethical marketing practices eg fake outrage campaigns that raise awareness of your brand.

Shot 8: Resource of the Week

Jon Loomer has done it again:

http://www.jonloomer.com/2017/02/17/facebook-advertising-success/

Audiences and Targeting

Shot 9: Quote of the Week

‘Think of your content like a gas tank and the promotion of it as the fuel.”

~ Justin Champion

@JustinRChampion

Shot 10: Random Thought of the Week

How to make a sign

Really makes you think about how you communicate with people.

http://sethgodin.typepad.com/seths_blog/2017/01/how-to-make-a-sign.html

Shot 11: Tip of the Week

Claim your Google Business Listing – don’t be like Microsoft who haven’t yet claimed their Australian listing:

claim google listing

Shot 12: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

Stunning read:

http://www.eugenewei.com/blog/2017/1/12/tower-of-babel

https://moz.com/blog/keyword-year-content-rankings-hack-whiteboard-friday

http://tomtunguz.com/is-machine-learning-overhyped/

http://chiefmartec.com/2017/02/hackies-hack-crm-abm/

Attribution models:

http://contentmarketinginstitute.com/2017/02/primer-attribution-models/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots episode 73

Time for your next shot

Episode 72: #growthbotwisdom, Setting HubSpot Owner, Should you use Popup Forms?

Welcome to Episode 72 of HubShots!

The 20th Anniversary Edition!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Wednesday 15 February 2017 | Published: Saturday 18 February 2017

Shot 1: Inbound Thought of the Week

#growthbotwisdom

Hat Tip to Justin Theng (@justintheng)

#growthbotwisdom

Shot 2: HubSpot Marketing Feature of the Week

Setting the HubSpot Owner on contacts

From the Marketing side, make a smart list of all the contacts who don’t have an Owner set:

hubspot owner missing

Then, you can do any of the following:

  1. Individually edit each contact
  2. Enrol contacts into a workflow to set their Owner: https://knowledge.hubspot.com/articles/kcs_article/contacts/how-to-set-an-owner
  3. Rotate owners in a Workflow when the contact is created: https://knowledge.hubspot.com/articles/kcs_article/workflows/how-can-i-automatically-distribute-my-leads-evenly-to-different-hubspot-owners

From the Sales (CRM) side, create a filter of contacts who are missing the Owner:

hubspot filter

And then you can either:

  1. Individually edit each contact
  2. Bulk edit: https://knowledge.hubspot.com/articles/kcs_article/contacts/how-to-set-an-owner

You can also:

  1. Set HubSpot Owner when importing: https://knowledge.hubspot.com/articles/kcs_article/contacts/can-i-import-a-hubspot-owner-for-contacts-in-hubspot
  2. Sync with Salesforce to set the owner (if you use Salesforce)

https://www.craigbailey.net/setting-hubspot-owner-contact-records/

Shot 3: HubSpot Sales Feature of the Week

You can add child companies to a company in HubSpot CRM:

https://www.hubspot.com/product-updates/introducing-parent-child-relationships-in-hubspot-crm

Note: a parent can have many children, but a child can only be attached to one parent ie there’s no many-to-many relationships allowed.

Also, there’s no data rollup – ie deals against a child company won’t show against the parent.

Good use case: Government departments, divisions in big companies & franchises – because you can set the HubSpot owner on child companies

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

More on popups (from HubSpot last October):

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

Studies show 9.3% increase in conversions when using popups

Consider: Lead quality from popups

Moving past just the conversion %

  • I’d like to see some analysis of lead quality in these types of reports, I suspect lead quality is pretty low for these interruptive popups, but have no way to know.
  • Just anecdotally based on all the Lead Flows we’ve been running, we found that just asking for First Name and email got a much higher conversion rate (eg 5%+) but quality was low. We added Last Name and Company and quality is much better, but overall conversion rate is down (eg 3%).
  • Depends on what the goal is that the customer needs of course, but I’m more inclined to push for better quality, rather than clogging up the database with low quality leads.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

Come up with 10 headlines for a blog post about employee onboarding using an Intranet

  1. 7 ways your intranet can help with onboarding new staff.
  2. Want to know the most effective employee onboarding tool we use?
  3. 3 ways we use an intranet to onboard staff quicker
  4. Want to know how to onboard staff in half the time?
  5. How to 2x staff engagement when onboarding them.
  6. Want to know how we avoid problems when onboarding new staff?
  7. Managers, here is how to save time with employee onboarding.
  8. Save yourself $11000 per employee when using this tool to onboard them.
  9. Want to save time and have a consistent process with employee onboarding?
  10. See how we transformed staff onboarding with this system.

Shot 7: Podcast of the Week

Listener tip

Recommended to us by Suellen – interesting opportunities with Facebook Messenger:

http://www.digitalmarketer.com/podcast/how-to-use-facebook-messenger-ads/

Shot 8: Resource of the Week

Demand Generation Statistic

Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month. (HubSpot, 2015)

Selling

Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016)

https://www.hubspot.com/marketing-statistics

Shot 9: Quote of the Week

Brian Halligan on Twitter It is increasingly easy to make everything This creates more supply w the same demand This makes it increasingly hard to sell stuff

https://twitter.com/bhalligan/status/828819291734736896

Shot 10: Random Thought of the Week

Google is sooooo smart – I got the lyric wrong and Google still found the song that was in my head:

google search results

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://developers.googleblog.com/2017/02/whats-in-amp-url.html

https://warfareplugins.com/how-to-measure-social-media-roi-using-google-analytics/

https://bothsidesofthetable.com/mark-cuban-on-why-you-need-to-study-artificial-intelligence-or-youll-be-a-dinosaur-in-3-years-db3447bea1b4#.61iyclhut

http://kaiserthesage.com/enterprise-link-building/

https://medium.com/digital-vault/senior-marketing-execs-virtually-no-proof-social-media-ads-are-working-df3e0d41ef92#.4qjw9o8n1

https://medium.pjrvs.com/the-difference-between-tactics-and-strategy-in-marketing-28ac3aaa55cd#.ufmbhlsoj

“So before you start trying (or keep trying) random marketing tactics you read on industry blogs, think about why you’re doing them. Are they a part of your overall strategic plan? If you don’t have an answer for that, start thinking about your strategy first.”

http://online-behavior.com/analytics/search-console-data-studio

I love contrarian thinking:

https://m.signalvnoise.com/why-the-hell-not-27c3fa735157#.8hfm8vsgj

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots 72

1 Listening

Episode 71: Content Repurposing, and so much HubSpot Stuff

Welcome to Episode 71 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Tuesday 07 February 2017 | Published: Thursday 09 February 2017

Shot 1: Inbound Thought of the Week

Review of the latest HubSpot certification updates

Craig just renewed his Inbound Certification, and is really impressed with the updates. It adds some new sections on sales and marketing alignment.

The Content Marketing Certification is well worth going through as well.

Btw HubSpot’s Digital Marketing Hub:

https://www.hubspot.com/digital-marketing

Not sure if this is new or not, but everyone we follow at HubSpot is tweeting about it, so it’s obviously a focus at the moment.

Note: this description on the page is a little unhelpful in Craig’s opinion:

“Digital marketing doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). In other words, digital outbound tactics aim to push a marketing message directly in front of as many people as possible online — regardless of whether it’s relevant or welcomed. For example, the irritating, flashing banner ads you see at the top of lots of websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.”

This is misleading because there’s good digital marketing and bad digital marketing, just as there’s good inbound and bad inbound. For example, there’s plenty of sites that will throw an annoying popup in your face – the HubSpot blog is a prime example.

Exit intent popups are a good example of an idea that is good in theory but bad in practice eg I often am reading a blog and will move my mouse out of the way – and get an annoying exit popup show.

Shot 2: HubSpot Marketing Feature of the Week

We’re discussing content repurposing in this episode.

Here’s three quick ways to check which content is working well:

1. Page Performance report (under Reports).

Scroll through pages to view which ones have the highest CTA click through rate.

2. Attribution report (need to create a new Report from Reports Home)

hubspot attribution report

This is what you see in Professional:

Reports Home HubSpot

3. Blog post Analyze – Top Blog Posts by Conversion

View which posts have driven the most conversions.

Then click through to the full report to view Blog conversions.

BETA HubSpot Marketing tip – email prompt to suppress low engagement users:

Edit Email Melbourne announcement and Slack Search Be Found

https://knowledge.hubspot.com/articles/kcs_article/email/what-is-graymail-and-how-can-i-avoid-sending-my-email-to-contacts-with-low-engagement-rates

How does HubSpot calculate low engagement?

  • If a recipient has never opened an email from you and has not opened the last 10 emails you’ve sent them, these are categorized as recipients with low engagement.
  • If a recipient has previously opened an email from you but has not opened the last 15 emails you’ve sent them, these are categorized as recipients with low engagement.

HubSpot Marketing want of the week: Would love to be able to A/B test website pages (ie same as you can with Landing Pages).

Shot 3: HubSpot Sales Feature of the Week

Call Queue

https://knowledge.hubspot.com/articles/kcs_article/calling/how-do-i-use-my-hubspot-call-queue

Pro tip: The country code must be included when dialing to or from a country outside of the United States. The format may include a “+” or not.  So example have +61 416 005 578.

Shot 4: Cafe Consulting

We had our first Cafe Consulting session last week – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

The ‘I left a comment’ entitlement.

If you leave a comment on ‘rented land’ you have no control over whether it will get deleted or not.

Bigger point: anything on ‘rented land’ is at risk of being deleted eg your Facebook page

Mentioned:

Louder Minds: http://louderminds.com/

Louder Minds Facebook page: https://www.facebook.com/LouderMindsBlog/

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig: come up with 10 ideas to help

Commercial Cleaning company starting in Melbourne and already established in Sydney for 10+ years

  1. Go through existing database and check every customer to see if they have an office in Melbourne, and then specifically reach out to them via a high-touch campaign offering multi-location deals
  2. Flash Mob with people sweeping, dusting, etc in central CBD area, t-shirts with company name on them
  3. Repurpose content to make it specific to Melbourne – include local landmarks, events, jargon to make it more personalised
  4. Consider it as an entering a new market, and use it is as a chance to test ‘rebranding’ eg focus on a premium brand versus budget etc. Run FB ads testing different options.
  5. Startup mentality with a separate growth hacking group that are given 12 weeks to try a ton of new ideas related to positioning on social channels
  6. Test new ‘disruptive’ ideas – since there is no risk – eg no contract options, cleaning during the day, dress in suits, smell nice – as opposed to most cleaners who are dressed in dirty clothes, wear a cap and smell bad.
  7. Partner with other providers eg commercial plumbers, electricians, document shredding, catering, tech support, office moving, etc in an area to provide a suite of office services
  8. Offer add-on services for office workers eg keyboard cleaning, monitor wiping
  9. Target serviced office providers eg WeWork to help startups
  10. Seasonal campaigns eg if launching in winter, offer an office sanitiser special where you sanitise every desk and keyboard as part of the first clean. Leave mini-sanitiser bottle on every desk
  11. UberClean – kind of like a AirTasker or TaskRabbit for cleaning – just focussed on connecting cleaners with offices that need ad-hoc cleaning

Shot 7: Podcast of the Week

Thanks to Samantha Alford for having us on The Daily Hub – you can listen to the interview here:

https://inboundaddons.com/14-get-close-personal-hosts-hubshots-podcast-craig-bailey-ian-jacob/

Shot 8: Resource of the Week

Refurbishing old content:

https://moz.com/blog/refurbishing-top-content-whiteboard-friday

Good Whiteboard Friday presentation by Britney Muller

Including taking existing content, putting it in other formats (see Neil’s post below for good suggestions), and then posting on other sites.

Eg I’ve seen a lot of people write blog posts that answer a question, which they add on their own site, then they add to Medium, then they add as answers on Quora (sometimes straight copy and paste) – James Altucher is a good example of doing this.

https://www.quicksprout.com/2017/01/11/11-advanced-techniques-for-repurposing-old-content/

I’m reluctant to link to any Neil Patel sites these days because the popups and takeover banners are so annoying, but I think this one is worth reviewing.

Other examples including taking an existing blog post, and turning into a Slideshare deck.

Shot 9: Quote of the Week

“But that’s not what I meant”

By Seth Godin

There’s no more urgent reason to write.

It keeps you from insisting that people read your mind, understand your gestures and generally guess what you want.

If you can learn to share what you hope to communicate, written in a way that even a stranger can understand, you’ll not only improve your communication, you’ll learn to think more clearly as well.

The person who most benefits from your writing might be you.

http://sethgodin.typepad.com/seths_blog/2017/02/but-thats-not-what-i-meant.html

Shot 10: Tip of the Week

Focus on subject lines:

email subject line spam

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.bufferapp.com/facebook-advertising-cost

Potential new tool to use:

We are in the process of using Leadsbridge – https://leadsbridge.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 71

1 Time for your next shot

Episode 70: HubSpot Sales Templates and How NOT to do SEO

Welcome to Episode 70 of HubShots!

Another Late Night Special

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 01 February 2017 | Published: Thursday 02 February 2017

Shot 1: Inbound Thought of the Week

Matt Barby on SEO (or what not to do)

http://content.inbound.com/content/how-to-suck-at-seo-and-drive-your-business-into-the-ground

Good beginner overview (not for advanced marketers).

If SEO is new to you, then this is a good one to watch.

7 quick points:

  • The need for promoting content (Content – promotion = failure)
  • The importance of user experience
  • The value of testing (and not just believing things you read online)
  • The level of analysis eg comparing topics with links, comparing word count with shares, etc
  • 2.5 million blog posts published every day
  • Backlinks matter
  • Re-optimise content and CTAs to see improvement

Shot 2: HubSpot Marketing Feature of the Week

A quick reminder about the HubSpot URL Builder:

https://knowledge.hubspot.com/articles/kcs_article/settings/how-do-i-create-a-tracking-url

Available from Reports > Home, Reports > Sources and Reports > Events

Two reasons I like the HubSpot builder compared to the Google one:

  • Keep a history of the links you’ve created
  • Generates a short URL for you as well

Useful for creating tracking URLs, getting shortcut links, and having them saved.

Shot 3: HubSpot Sales Feature of the Week

HubSpot Template library

Creating email templates in HubSpot CRM

Ie Sales > Sales Tools  > Templates

hubspot template from library

Some good templates:

hubspot template library

And some that can just be teaching people to be insincere:

hubspot template example

Here’s more sales email examples:

https://blog.hubspot.com/sales/sales-email-template

https://blog.hubspot.com/sales/sales-email-templates-guaranteed-to-get-a-response

Aim for genuineness

Be wary of just telling fibs/flattery to get a result.

Shot 4: Cafe Consulting

We had our first Cafe Consulting session last week – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Practitioners versus Managers:

https://m.signalvnoise.com/this-is-why-we-have-working-managers-at-basecamp-and-why-microsoft-and-apple-stumbled-when-they-ac8e1ebd444c#.wd7xj4xxz

Good read discussing the value of managers who are competent in the work their team does.

Shot 6: Creative Top 10 of the Week

Craig’s challenge: come up with 10 ideas to promote awareness of a cloud computing services company.

  1. Infographics showing benefits of new vs old way of infrastructure support & maintenance
  2. Write in the sky your URL
  3. Promote and target on Facebook content/images that show benefits
  4. Promote content and target it to CIO’s & CTO’s on LinkedIn
  5. Educate & target groups on LinkedIn that talk about hosting, not cloud based
  6. Create case studies and share them with existing database
  7. Review who in your database would be a good candidate to move to cloud services
  8. Write in depth content about issues people have that don’t use cloud computing
  9. Present at CIO’s & CTO’s conferences about the cloud computing advances
  10. Network with CIO’s & CTO’s at events that they would attend like sailing days..
  11. Get a call center in India to call all CIO’s and CTO’s with an offer

It’s Lenny to the rescue – https://www.youtube.com/watch?v=b3D7OrxZrSk

Shot 7: Podcast of the Week

HubSpot To Go:

http://www.togo.fm/podcast/hubspot-to-go/htg-234/

Good tips for improving email open rates.

Using names in emails – the benefits of not using marketing@ email addresses => avoid being lumped into Google’s Social or Promotions tabs.

Another shout-out to The Daily Hub with Samantha Alford:

https://inboundaddons.com/category/thedailyhub/

She interviewed us today – it will live in the next week or so.

Shot 8: Resource of the Week

Analysis of hero images:

https://blog.kissmetrics.com/hero-images-that-boost-conversions/

Good in-depth post covering the 7 types of hero images, when to each, how to choose colours, plus thing not to do (eg avoid sliders)

Shot 9: Quote of the Week

“Companies aren’t families. They’re battlefields in a civil war.”

― Charles Duhigg, The Power of Habit: Why We Do What We Do in Life and Business

Huh?

Shot 10: Bogus Tip of the Week

Use QR codes in your marketing:

https://www.craigbailey.net/hell-uses-qr-codes/

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://exchange.telstra.com.au/2017/01/31/one-step-closer-to-5g-with-gigabit-speeds/

https://contently.com/strategist/2017/01/30/b2b-paid-content-distribution/

https://www.craigbailey.net/just-say-thank-you/

https://growthmarketingconf.com/net-promoter-score-the-growth-marketers-secret-weapon/

https://thinkgrowth.org/10-things-ai-can-do-for-you-today-2350cc5ae4bf#.w2n45iri8

For the lols:

https://blog.wordable.io/2017-marketing-trends/

Potential new tool to use:

http://app.bloomberry.com/questions;q=hubspot

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 20

Episode 69: HubSpot Ads Add-on is Finally Worth Using

Welcome to the Late Show!

Welcome to Episode 69 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 25 January 2017 | Published: Friday 27 January 2017

Shot 1: Inbound Thought of the Week

Nancy Harhut “10 Human Behavior Hacks That Will Change the Way You Create Email”

http://content.inbound.com/content/10-human-behavior-hacks-that-will-change-the-way-you-create-email-2016

nancy harhut 10 human behavior hacks that will change the way you create email 47 638nancy harhut 10 human behavior hacks that will change the way you create email 62 638

//www.slideshare.net/slideshow/embed_code/key/DpgPrCddwnI1b0

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Ads Add-on Is Updated and Awesome

Facebook Ads

https://blog.hubspot.com/customers/facebook-ads-integration

It’s really good. And a big improvement on the original release – which Craig gave the big thumbs down to back in episode 5: https://hubshots.com/episode-5/

Pros:

  • Main usage is reporting
  • Lead Ads integration (supports Lead Forms)
  • ROI calculation can be based on Deal size ie real dollar numbers, not estimates

Cons:

  • Not good for creating, or managing in detail
  • Some issues with LinkedIn integration if you manage multiple LI ad accounts

hubspot ads addon roi

Next feature we’d like to see: syncing Saved audiences based on HubSpot lists…

Action item: Start the 14 day trial, connect your accounts and view the stats. If they are helpful to you, consider purchasing.

Shot 3: HubSpot Sales Feature of the Week

Sales Tools > Prospects

Great to see who is visiting your site and if you can identify the company and keep a track

https://knowledge.hubspot.com/articles/kcs_article/prospects/what-is-the-best-way-to-use-the-prospects-tool

Craig’s wishlist: be able to filter prospects by pages visited

Shot 4: Cafe Consulting Review

We had our first Cafe Consulting session today – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Don’t create obviously fake scarcity:

http://www.craigbailey.net/youre-on-the-waitlist/

Kipp Bodnar on building marketing teams for growth:

https://thinkgrowth.org/structure-your-marketing-team-for-growth-86325b0c925c#.cddbadid2

“The goal isn’t to find a perfect org structure. Instead, find a structure that is right for right now, one that reflects what you are currently prioritizing — and deprioritizing — and sets you up to leverage your current growth opportunities.”

Key point: Org structures are fluid and serve a purpose, rather than fitting a text book approach.

Shot 6: Podcast of the Week

The Daily Hub with Samantha Alford:

https://inboundaddons.com/category/thedailyhub/

Interview style, where she interviews key marketers – each day with a new episode!

Shot 7: Resource of the Week

Following on from last week and Ryan Bonnici’s session at Inboud, one of his hacks was around snippets in Google. Here’s a Moz guide to analysing how to get your content ‘snippet optimised’:

https://moz.com/blog/what-we-learned-analyzing-featured-snippets

Key point: you can learn a lot by simply analysing what the current snippets are… sounds obvious, but is totally actionable

Shot 8: Quote of the Week

Give people what they want and they will like you for now. Give people what the need and they will value you forever.

~ Simon Sinek

‏@simonsinek

Shot 9: Bogus Tip of the Week

Get people to do your FB updates

https://www.craigbailey.net/mark-zuckerberg-avoids-facebook-timesuck/

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://www.smartinsights.com/ecommerce/web-personalisation/new-report-shows-importance-content-personalisation/

http://www.smartinsights.com/advice/digital-marketing-megatrends/ (requires free sign up as a Basic member)

https://www.bloomberg.com/news/articles/2017-01-18/this-team-runs-mark-zuckerberg-s-facebook-page

http://www.outbrain.com/blog/artificial-intelligence-content-marketing-2

https://ahrefs.com/blog/asking-for-tweets/

https://klientboost.com/ppc/facebook-custom-audience/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 69

Time for your next shot

Episode 68: Content Marketing Hacks, Smart Content, CRM Views

Welcome to Episode 68 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here: https://hubshots.com/cafe-consulting/

Recorded: Tuesday 17  January 2017 | Published: Thursday 19 January 2017

Shot 1: Inbound Thought of the Week

Top 5 Content Marketing Hacks by Ryan Bonnici

You’ll learn how to: – Boost traffic by 3x using content – Increase your lead conversions by 500% – Nurture, sell, and upsell to grow your business

http://content.inbound.com/content/top-5-content-marketing-hacks

3 takeaways:

  1. Have great “HUB” Content Pages.  They are in depth/pillar pieces of content that aim to educate people, look at the video about 21.00 to see what I am talking about.
  2. Importance of headlines and leveraging the curiosity gap. Watch it here.
  3. Google snippets. Watch it here. Here are 2 pro tips to go with it:

INBOUND 2016 Ryan Bonnici Top 5 Content Marketing Hacks YouTube

See also: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

And have a listen to our interview with Ryan last year: https://hubshots.com/episode-21/

Shot 2: HubSpot Marketing Feature of the Week

Using Smart Content – Relationship-driven Marketing

Smart content is content that is intelligently personalized to your customer’s needs.  With Smart Content you can deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. Smart Content lets you target content based on anything you know about your contacts.

Why implement smart content?

HubSpot looked at the data for more than 93,000 calls to action over a 12 month period. What they found was calls-to-action targeted to the user performed 42% better than calls to action that were generic.

Get started here > https://knowledge.hubspot.com/smart-content-user-guide/how-to-get-started-with-smart-content

When not to use it: https://knowledge.hubspot.com/articles/kcs_article/cos-general/can-i-use-smart-content-on-a-thank-you-page

Shot 3: HubSpot Sales Feature of the Week

Creating custom views in the CRM for prospecting

https://knowledge.hubspot.com/articles/kcs_article/contacts/creating-custom-views-for-prospecting

An example of an advanced view:

Sales reps just want to know who they should be talking to today. The view below is an example view that a sales rep could create to see which Contacts they should talk to.

For this sample view, we only want to see contacts that:

  1. Are Leads in your CRM
  2. Are owned by your user
  3. Haven’t been contacted in the last week
  4. Have been contacted less than two times already
  5. Do not have any deals already associated with them

Shot 4: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Ian’s customers is a car dealership. What’s 10 ideas for driving more people to the dealership?

I’m assuming all the usual promotion channels are in place (newspaper adverts, AdWords, general Facebook promotion, sponsorships, shopping centre displays, sales), so these are new ideas to test:

Targeting the decision phase buyer

  1. Facebook interest targeting (eg car loan) promoting dealership
  2. Candid video series of the dealership team explaining a new feature & services
  3. Instagram video updates with the videos
  4. Informational blog posts discussing general topics eg news about diesel emissions measurements
  5. Discussion around future topics eg driverless cars
  6. Participating and offering value (not promotion) in automotive forums
  7. Uber partnering for a day  eg kitten delivery day
  8. Test drive drone day, with sharing of videos on channels
  9. Defensive driving for women courses
  10. Deliveroo partnering
  11. Bonus: film multimillion dollar commercial and spend millions on prime time TV… NOT

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Podcast of the Week

A new monthly video series where Daniel Pink and special guests will solve your biggest sales challenges.

Signup here > https://www.hubspot.com/sell-like-a-human?utm_campaign=HubShots-The_Downunder_HubSpot_Podcast_for_marketing_managers_and_sales_teams_that_use_HubSpot_or_are_considering_using_HubSpot&utm_source=HubShots.com&utm_medium=web

Click the Keep Me Updated button (not the Subscribe)

Shot 6: Resource of the Week

https://blog.hubspot.com/customers/smart-content-on-your-hubspot-website (Part 2)

https://blog.hubspot.com/customers/smart-content-website-redesign-on-hubspot-cos

Shot 7: Quote of the Week

Human beings are natural mimickers. The more you’re conscious of the other side’s posture, mannerisms, and word choices – and the more you subtly reflect those back – the more accurate you’ll be at taking their perspective.

~ Daniel H. Pink

Shot 8: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.hubspot.com/marketing/social-media-predictions-2017

https://thinkgrowth.org/traditional-pr-is-broken-66797ef624ca#.c0f96mdsa

https://legalvision.com.au/can-send-marketing-emails-people-ive-received-business-cards/

http://www.businessinsider.com.au/futurist-predicts-online-school-largest-online-company-2016-12?r=US&IR=T

https://contently.com/strategist/2017/01/12/facebook-era-mobile-video/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/
Episode 68

Listening

Episode 67: Insane HubSpot Tweaks That Will Make You Blush

Welcome to Episode 67 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/ 

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ 

Recorded: Monday 09 January 2017 | Published: Thursday 12 January 2017

Shot 1: Inbound Thought of the Week

The episode title came from: https://www.portent.com/tools/title-maker 

Be a practitioner – moving to making mandatory training for our customers as part of our monthly reporting and review. As part of our catchup meeting I train them on one thing, whether it’s analytics or HubSpot or Facebook, etc. For example, I might show them how to use the Keyword tool so they can track their rankings.

Start your training here > http://academy.hubspot.com/ 

Shot 2: HubSpot Marketing Feature of the Week

You can now add social metrics to your HubSpot dashboards, putting your social media data side-by-side with your other key marketing metrics.

You’ll see four brand new report templates that can be added to your dashboard in a single click:

  1. Social clicks.Tracks the total number of clicks on the links in your social messages, summed across channels.
  2. Social clicks by channel. Shows you which specific accounts are sparking your social media success.
  3. Social interactions. Aggregates the number of engagements across your social networks (see below for more details on how interactions are defined).
  4. Social interactions by channel. Shows which specific accounts are driving the most engagement.

hubshot social click widget

Action item: Use this to check which social channels are driving clicks. Craig was surprised to find that Google+ was driving tons more clicks than other channels!

Shot 3: HubSpot Sales Feature of the Week

Meetings – creating personal meeting links that include customising:

  • Time available
  • Buffer time
  • Time in advance
  • Number of weeks in future to book

Saves Ian a lot of time organising meetings with clients and prospects.

To learn more about it: https://www.hubspot.com/products/sales/schedule-meeting

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

Tip for making time available on a particular day – create a custom meeting link, and then block out times in the upcoming weeks.

Shot 4: Opinion of the Week

Putting a price on user experience

Comparing HubSpot CRM with Zoho CRM.

HubSpot CRM is so nice to use. A customer is moving to Zoho CRM (for the reporting features), but even they’ve lamented that they really like the HubSpot user interface better.

In HubSpot CRM the focus is on the timeline – don’t see this in many other CRMs. It makes engagement the key.

Shot 5: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Craig’s customers is a corporate catering company in Sydney. What’s 10 ideas for driving more traffic?

  1. Share preparation of food on Instagram & Pinterest
  2. Target venues that don’t have catering included in their offering
  3. Tag and share suppliers pictures and posts so they can broaden their reach
  4. Create content specific to areas of corporate catering that they are not targeting
  5. Have a corporate catering night for event planners to experience their food & service
  6. Use facebook to reach businesses (Admin Staff/Executive Assistants/Assistants/Event Planners)
  7. Segment & email their past customers who are regulars and those who have only purchased once
  8. Use similar audiences in Google and Facebook to reach new prospective customers
  9. Partner with a celebrity chef to promote their brand and reach online and offline
  10. Find social influencers to reach new audiences
  11. Go after larger contracts for large venues

Shot 6: Podcast of the Week

Was listening to the HubCast where Marcus Sheridan goes through some of his predictions for 2017:

https://www.thesaleslion.com/hubcast-121-2017-predictions-for-live-video-marketing-social-media/ 

George and Marcus riff on some of the predictions from this post:

http://www.convinceandconvert.com/content-marketing/content-marketing-predictions-for-2017/ 

Shot 7: Resource of the Week

We use this blog post headline analyzer to score our overall headline quality and rate its ability to result in social shares, increased traffic, and SEO value.

http://coschedule.com/headline-analyzer 

Shot 8: Quote of the Week

“Your focus should include creating communities outside of your site for people to connect with you, your products, and others within the community. Ultimately, this “outside” focus will drive people back to your site.”

  • Brian Halligan

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://content.inbound.com/content/top-5-content-marketing-hacks  <= Ryan Bonnici

https://thinkgrowth.org/how-i-built-a-100m-sales-channel-by-challenging-the-status-quo-e82000e9179d 

http://unbounce.com/campaign-strategy/influencer-outreach-5-pro-tips-for-success/

https://conversionxl.com/perceived-value/ 

Some of Craig’s reading:

https://getpocket.com/@craigbailey 

Craig’ book recommendations

Peak by Anders Ericsson: http://peakthebook.com/index.html 

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

HubShots Episode 67

Get your podcast

Episode 66: Deliberate Practice for Marketers

Welcome to Episode 66 of HubShots!

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

Join our WhatsApp group here: https://hubshots.com/whatsapp/ 

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ 

Recorded: Thursday 05 January 2017 | Published: Saturday 07 January 2017

Shot 1: Inbound Thought of the Week

Prediction free zone until February!

Thinking through Deliberate Practice

Craig has been reading books on peak performance and improving productivity.

One of the topics that comes up is the concept of ‘deliberate practice’. But the idea is usually tied to musicians or athletes. It’s often hard to relate to marketing.

How can a marketing manage ‘practice’ marketing to get better at what they do?

Some thoughts:

  • Be inquisitive, read what industry experts are saying (check out our links at the end)
  • Learn about the technology: consider certifications and be a practitioner
  • Test and measure
  • Write more: posts, sales pages, ads
  • Work hard at your creativity

Being creative is hard work. Examples:

  • Write down 10 creative ideas now for new audiences you can target for your current products.
  • Write down 10 new creative ideas for problems your current product/service can solve.

Be a practitioner – you need to be using HubSpot and be current with certifications.

The marketing experts of 2017 will combine:

Analytics + Creative + Implementation

Action item: Write down 10 creative ideas for X

Shot 2: HubSpot Marketing Feature of the Week

A/B Testing

A/B testing of landing pages and emails (in addition to CTAs)

Here is a https://knowledge.hubspot.com/landing-page-user-guide-v2/how-to-ab-test-landing-pages 

Now part of HubSpot Pro (seems to have been added in November)

Love that you can change everything in a variation (including template, page title, even the form that is used)

Shot 3: HubSpot Sales Feature of the Week

Use Email Templates

Have a consistent and effective way you/sales communicate with people.  Make your repetitive sales emails into templates you can access inside your inbox and share with your team.

https://knowledge.hubspot.com/articles/kcs_article/sales-templates/how-do-i-create-an-email-template-in-hubspot-crm 

This alone will buy you back some valuable time!

Shot 4: Opinion of the Week

Brian Halligan on Marketing in 2017:

https://thinkgrowth.org/4-things-marketers-should-do-in-2017-18c37a1d6d21#.ip9c6rhu9

paid ads timeline

The ‘second act’ of inbound marketing.

Here are the four things Brian thinks every marketer should do next year:

  1. Invest in video. Diversify your content playbook to include social + video in addition to text + search.
  2. Live in social. We’re not B2B or B2C marketers — we’re business to human marketers. Humans live in Snapchat, Instagram, Messenger, and a host of other social apps. Find them there.
  3. Accelerate your content. Combine content marketing and paid marketing. Repurpose your most successful content for multiple channels and boost it with budget.
  4. Automate your buying process. Buyers expect to be able to buy on their timeline with either minimal or no human contact.

Shot 5: Creative Idea of the Week

Given that video is growing (and recommended by just about everyone), what are some video ideas you can consider for your business?

Ian’s thoughts: Go back to your persona and figure out where they are in the buying journey and what kind of video would be required.  I can relate this to recently buying a car for the family and all the research and information gathering I did.  What I enjoyed most was listening to a Mazda engineer talk about the car and WHY they did certain things.  Made me understand some of the decisions they made that may not on the surface seem obvious.

Here is the video Ian was talking about:

Craig’s thoughts: Remember utility versus entertainment – work out which response you are aiming for.

For Technology companies you can provide screencasts of using features, meeting the team building the product, etc. For Catering companies you can provide examples of your food and events, people enjoying it – it’s a simple extension from your photo (think Instagram) process to move to video.

Review anything you’ve previously photographed as a social update and consider whether a video extension of it would provide value (or entertainment).

Shot 6: Podcast of the Week

Content Sells episode 45: Suzi Dafnis and Michelle Falzon

https://herbusiness.com/podcast/45-content-marketing-trends-for-2017-with-joe-pulizzi/

Interview with Joe Pulizzi discussing the latest content marketing trends

Shot 7: Resource of the Week

CMI’s Australian Content Marketing Research:

http://contentmarketinginstitute.com/2016/11/australian-content-marketers-research/ 

Shot 8: Quote of the Week

“Doing the right thing is always the right thing”

  • Gary Vaynerchuk

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.markgrowth.com/facebook-ads-are-far-less-viewable-than-expected-df869b7cac7f 

https://moz.com/blog/seo-and-digital-trends-in-2017

http://www.annhandley.com/2017/01/02/content-marketing-trends-and-assumptions/ 

http://blogs.microsoft.com/next/2016/12/05/17-17-microsoft-researchers-expect-2017-2027/

Some of Craig’s reading:

https://getpocket.com/@craigbailey 

Craig’ book recommendations

Deep Work by Cal Newport: http://calnewport.com/books/deep-work/ 

Grit by Angela Duckworth: https://angeladuckworth.com/grit-book/ 

Growth Mindset by Carol Dweck: http://mindsetonline.com/thebook/buythebook/index.html 

HubShots Episode 66

Listening

Episode 65: Marketing and Sales are BFFs, HubSpot Tips of the Year, Our Favourite Apps of 2016

Welcome to Episode 65 of HubShots!

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

Recorded: Thursday 22 December 2016 | Published: Friday 06 January 2017

Shot 1: Inbound Thought of the Year

Marketing & Sales will now and for evermore be tightly knit together in the world of inbound marketing!

http://content.inbound.com/content/brian-halligan-and-dharmesh-shah-keynote 

Even amongst the small sample size of our customers we can see that companies with sales and marketing teams that work closely together are much more effective and successful.

See Episode 23: Sales Enablement with Rosalia Cefalu: https://hubshots.com/episode-23/ 

Shot 2: HubSpot Feature/Tip of the Year

  1. Most actionable: Page Performance https://www.hubspot.com/product-updates/a-refreshed-look-for-page-performance
  2. Outlier feature: Conversions – credit for conversions is given to the last blog post somebody visited by this author before they converted into a subscriber or new contact. https://www.hubspot.com/product-updates/see-which-authors-are-driving-conversions

Shot 2.1: HubSpot Feature Update of the Week

Updates in Email Unsubscribe Process – HubSpot have adjusted the unsubscribe process by adding a confirmation step for email recipients. See more about it here:

https://www.hubspot.com/product-updates/updates-in-email-unsubscribe-process

Action: Go and check your email unsubscribe/update process.  You will notice most people forget this and when you get to the page it is not looking like the rest of your site and has an option to unsubscribe from the Default HubSpot Blog!

Shot 2.2: HubSpot Feature Nuance of the Week

Lead Flow triggering:

You can have multiple Lead Flows per page, but not the following:

  • If they have the same trigger type (slide-in, popup, dropdown) then the most recently created will get preference
  • But if different trigger types, they will all fire
  • Yes, you can have a slide, dropdown and popup all fire
  • You can’t have a left slide-in and a right slide-in

Shot 3: Pro Tip (Reminder) of the Year

Check out Quick Answers – Responses to frequently asked HubSpot questions: http://academy.hubspot.com/quick-answers 

Shot 4: Opinion of the Year

Facebook is ideal for B2B marketing.

http://www.craigbailey.net/never-use-facebook-b2b-myth/ 

Shot 5: HubShots Resource of the Year

HubSpot Academy > http://academy.hubspot.com/ 

This is the big differentiator!

Shot 6: Apps of the Year

Craig’s top 3:

  1. Medium: interesting content – https://medium.com/ 
  2. Overcast: Podcast app on iOS – https://overcast.fm/ 
  3. NewsBlur: RSS reader (because Craig is old school) – https://newsblur.com/ 

Not on Craig’s list: the new HubSpot app – Craig is sad that the new app provides less utility than the old one [sad face]

Mine turned out to be content consumption apps

Ian’s top 3:

  1. Feedly: for content – The content you need to accelerate your research, marketing, and sales. – https://feedly.com
  2. Overcast: Podcast app on iOS – https://overcast.fm/ 
  1. Evernote: to capture all my ideas – https://evernote.com/

Shot 6: Quote of the Year

“Solve for the problem”

  • Kipp Bodnar

HubShots Episode 65

1 Listening

Episode 64: Preparing for 2017, Solve for the Problem, Artificial Intelligence

Welcome to Episode 64 of HubShots!

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

Recorded: Monday 19 December 2016 | Published: Friday 23 December 2016

Shot 1: Inbound Thought of the Year

Thinking back on 2016 and some of the key inbound learnings:

Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem”

https://hubshots.com/episode-40/

It has fundamentally changed our approach to everything – in business and in personal activities as well

Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it.  But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner.

Shot 2: HubSpot Feature/Tip of the Year

Craig’s favourite new items in 2016:

  • Lead Flows – quickest wins we’ve had lately
  • New user interface refresh – user experience is a priority for HubSpot

Ian’s favourite new feature in 2016:

  • HubSpot Projects

Paul’s (in Craig’s office) favourite feature:

  • Progressive form fills

Shot 3: Pro Tip (Reminder) of the Week

Analysing content in HubSpot:

  1. Check your Page Performance report (Under Reports menu)
  2. Check the SEO optimisation of each page (start with your top 10 most popular pages)
  3. Update the content for latest findings and accuracy
  4. Update internal links to increase relevance and freshness
  5. Update ‘Last Updated’ date  
  6. Add a tailored Lead Flow slide-in onto the page
  7. Check the CTA results for the page and if needed create a variation to test the CTA against to increase click through and conversion

Shot 4: Opinion(s) of the Week

A look at:

  • What has changed in 2016
  • What won’t change in 2017
  • How to combine the two – with examples
  • Thinking about Artificial Intelligence

Planning for the new year should include some analysis of what is new, but also what isn’t changing.

What has changed in 2016

First, a look at 2016 in terms of marketing and what is changing:

https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/

  • Digital advertising overtook TV advertising for the first time.
  • Facebook dominates attention and marketing dollars
  • VR and AR take off (eg Pokemon Go)
  • AI starts changing from science fiction to reality
  • Enterprises are all changing to be media companies as part of the offering
  • Martech gets huge – Microsoft purchased LinkedIn
  • Privacy, fake news, data collection, Native advertising guidelines

What ISN’T going to change in 2017

Thinking about what ISN’T going to change in the next few years.

Recall Jeff Bezos’ advice:

https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change 

“I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time. … [I]n our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. They want fast delivery; they want vast selection. It’s impossible to imagine a future 10 years from now where a customer comes up and says, ‘Jeff I love Amazon; I just wish the prices were a little higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little more slowly.’ Impossible. And so the effort we put into those things, spinning those things up, we know the energy we put into it today will still be paying off dividends for our customers 10 years from now. When you have something that you know is true, even over the long term, you can afford to put a lot of energy into it.” ― Jeff Bezos

What things will remain constant for your customers?:

  • Prospects and customers want help and value and answers and solutions
  • They want quick response (consider whether you should invest in chat tools and the costs of having them managed)
  • They want trusted advisors, they want to feel safe
  • They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special
  • They want a good user experience

Planning for 2017

Here’s two quick thoughts for ways you can combine the two:

  • Consider how you can use AI technology to help you automate providing a personalised user experience that makes your visitor/prospect/customer feel special.
  • Consider how you can use chat technology to help you provide help and value quicker – it’s interesting that many companies will not consider chat tools because they don’t have the budget to resource them with a person answering chat sessions… and yet they will happily spend big on driving traffic to the site…

Artificial Intelligence

Paul Roetzer discusses AI in marketing:

http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine 

Makes you realise why Dharmesh is pushing Growthbot so hard – it is just the beginning…

If you have an Enterprise license of HubSpot you have Predictive Lead Scoring – where HubSpot uses its own models to lead score contacts

Quill Engage will use natural language to describe your Google Analytics – sign up for a free account to give it a spin:

https://www.narrativescience.com/quill-engage 

https://www.quillengage.com/ 

IBM Watson is driving AI based products:

https://www.ibm.com/watson/ 

Eg their Customer Support tool is an example of where the industry is heading:

https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top 

Shot 5: HubShots Resource of the Year

Interviews with 7 Marketing Experts from HubSpot Sydney

60+ pages of marketing guidance from seven of Australia’s most successful marketers.

https://hubshots.com/the-hubspot-interviews 

We will be updating this in 2017 with more information!

Shot 6: Quote of the Week

“Christmas is doing a little something extra for someone.”

~ Charles M. Schulz

snoopy hug

HubShots Episode 64

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