Episode 165: Drag and Drop email editor gotcha and workaround, plus Google Analytics Intelligence

Welcome to Episode 165 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we revisit the new drag and drop email editor and discover that it doesn’t support CTAs, but there is a workaround. Plus Google’s Analytics Intelligence. And a really simple way to qualify leads to determine if they are sales ready.

Listen to the episode here: https://soundcloud.com/hubshots/165-drag-and-drop-email-editor-gotcha-and-workaround-plus-google-analytics-intelligence/

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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Recorded: Tuesday 09 July 2019 | Published: Friday 19 July 2019

Shot 1: Inbound Thought of the Week

Always be helping.

#helpbetter

Here is something we encourage everyone to do > Inbound Sales Training

Shot 2: HubSpot Marketing Feature of the Week

A bit more on the new HubSpot email drag and drop editor (following our initial thoughts back in episode 161)

Some good things:

  • Very simple to use and move sections around
  • Simple styling
  • Adding new sections is easy (much nicer than when using the traditional editor eg using repeaters)

Some puzzling things:

  • Can’t natively add CTAs
  • Can’t add any html scripts for that matter eg can’t add CTA embed code to try to get around the missing CTA functionality
  • Can’t control some basic styling eg line height of paragraphs, better styling of links etc

Some solutions:

  • To get around the CTA issue, you can create a global email Custom module that will show a CTA (see the code below) and then drag that onto the email. Big thank you to Mun Shuen from Hubspot Support who got this working for me.
  • Here’s the code to add:
    {% cta guid=”{{ module.cta_field }}” %}

Steps:

  1. Create a local custom module that is used in emails:
    Design Manager   HubSpot 1
  2. Add a CTA field:
    Design Manager   HubSpot
  3. Add the code in the main module code window:
    Design Manager   HubSpot 2
  4. Drag the custom module into your email editor:
    hubspot custom module
  5. Select the CTA to use

Note: the CTA might not render properly in the email editor. However it should render fine when the email is read in the email client.

More updates from June:

https://blog.hubspot.com/customers/the-complete-list-of-june-2019-product-updates

Shot 3: HubSpot Sales Feature of the Week

Be Direct – don’t disguise your intentions

How to determine if leads are sales ready.

Ask on forms: Are you ready to speak to us?

Alternatives:

  • Would you like us to call you?
  • Would you like to speak to sales?

Shot 4: Marketing Gotcha of the Week

See above: You can’t put CTA natively into emails using the drag and drop editor.

Shot 5: Marketing Tip of the Week

Google Analytics Intelligence

Insights in Google Analytics – just ask questions at the top of the page:

Analytics 1

Use the Analytics Intelligence list on the right hand column to see other suggested insights:

Analytics 2

Shot 6: Insight of the Week

Marketing should do one thing: Build more trust.

That’s a paraphrase of Seth Godin’s approach to marketing.

Ask yourself: Does this ad, article, email, campaign, strategy help people and build more trust in us?

Shot 7: Retirement of the Week

Some social reports are leaving us – two Twitter reports (Timelines and Sent Messages)

Shot 8: Resource of the Week

Understanding all the different Google sections in the search results:

https://weareroast.com/news/serp-features-2019/

  • Answer boxes
  • How to boxes
  • Knowledge boxes and panels
  • People also ask (PAA)
  • Refine by
  • etc

Shot 9: Quote of the Week

“If you deliberately plan on being less than you are capable of being, then I warn you that you’ll be unhappy the rest of your life.”

Abraham Maslow

Shot 10: Bonus Links of the Week

Please leave us a simple star rating as this helps us improve and reach more marketers.

HubShots Episode 165: Drag and Drop email editor gotcha and workaround, plus Google Analytics Intelligence

Episode 164: Are HubSpot Workflows useful for Sales?

Welcome to Episode 164 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we chat about buyer journeys, using HubSpot workflows to set contact owners, how to find out what ads a company is running on Instagram, and what it means to be a Head of Marketing.

Listen to the episode here: https://soundcloud.com/hubshots/164-are-hubspot-workflows-useful-for-sales

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Thursday 04 July 2019 | Published: Wednesday 10 July 2019

Shot 1: Inbound Thought of the Week

Gating content – do we need to rethink our approach?

https://www.davidcbaker.com/why-we-should-rethink-how-we-gate-website-content

From David C Baker:

“More than that, I see that most firms who gather all this data don’t really do anything with it, anyway, so why create the user friction in the first place?”

Here’s a summary of his 8 key points (read the post for all the details of each):

  1. Only gate content late in the funnel
  2. Quit disappointing prospects with content that is not gate-worthy
  3. Your CTA should only request information that you will actually use
  4. Be careful with pillar articles if they are merely disingenuous attempts to gate things
  5. Never ask for a phone number
  6. Trust the process. Trust Google. Quit operating from a scarcity viewpoint
  7. Have a privacy statement if you want, but don’t pretend that it’ll reassure anyone
  8. Make it easy to sign up for your stuff

The key takeaway: be thoughtful about what you gate, what you ask for, and what you do with it.

Shot 2: HubSpot Marketing Feature of the Week

Looking forward to using Form in Conversations:

https://www.hubspot.com/product-updates/support-conversations

Ideally, we’d be able to create forms for different parts of the site, and have these go into separate Conversations inboxes – seems like this is coming. Yay!

Shot 3: HubSpot Sales Feature of the Week

Using Workflows to allocate Contact Owners

You can use workflows to allocate contacts to having a Contact owner.

Previously you only allocate to users with paid versions of HubSpot, but they have removed this restriction.

Note: if you want to use owners random rotation though, HubSpot advises you still need to have a paid seat (see below).

XEN   All Form Submits   HubSpot 1

XEN   All Form Submits   HubSpot

Note that there seems to be a bug that allows you to rotate between members in Child teams (even though you can’t at the Parent Team level.

Shot 4: Marketing Gotcha of the Week

Not appreciating the number of touches in a customer’s journey

https://www.thinkwithgoogle.com/feature/path-to-purchase-search-behavior/#journeys

Search behavior has changed the path to purchase   Think with Google

Justin   Shopping for cars   Think with Google

Shot 5: Marketing Tip of the Week

How to see the ads that a company is running on Instagram

Eg here’s how to see what ads HubSpot are running:

  • On mobile app go to their Profile
  • Top right, click the 3 dots and choose ‘About this account’
  • Choose the ‘Active Ads’ option

IMG 0764

Note: this won’t appear for all accounts – it seems to depend on the number of followers on the account ie only shows for accounts with large followings.

IMG 0765

IMG 0763

Shot 6: Insight of the Week

The inefficiency of the web

From SEObook: Google Recaptcha Breaking Websites, Lowering Conversion Rates, Costing Businesses Real Revenues on Ecommerce Websites

http://www.seobook.com/amped-recaptcha

“AMP is an utterly unnecessary invention designed to further shift power to Google while disenfranchising publishers.”

A good reminder that just because there is something new and shiny, it doesn’t mean it is a good idea.

You may still end up having to use it, but that still doesn’t mean it is a good thing.

Another example of inefficiency: URL shorteners

Twitter came along and limited the number of characters to use in a tweet

So tools were created to allow URL shortening so that long links could be included in tweets

Summary: a totally unnecessary process – a tool in the middle to undo the limitation of Twitter

Takeaway: be thoughtful about your marketing stack, your marketing reports, your marketing activities

Shot 7: Retirement of the Week

Say goodbye to the good old listings that used to appear in Google – fare thee well my good and faithful SERPs.

Shot 8: Resource of the Week

Typical intent terms

From Tim Soulo at ahrefs

https://twitter.com/timsoulo/status/1146113817761452037?s=12

intent tim

Shot 9: Quote of the Week

What does it mean to be the ‘Head of Marketing’?

https://seths.blog/2019/06/the-mythical-head-of-marketing/

The reason that the tenure of a CMO at a big company averages about 18 months is that it takes a year and a half for the boss to realize that pain-free, risk-free, easy miracles aren’t arriving on schedule.

“To be the head of marketing, you need the freedom and responsibility to change the way things work, not simply how they’re talked about.”

Shot 10: Bonus Links of the Week

Tools to investigate:

https://madgicx.com/

Please leave us a simple star rating as this helps us improve and reach more marketers.

hubshots episode 164: hubspot workflows

Episode 164 Transcript

– [Ian] Hi everyone, welcome to HubShots Episode 164. In this episode, we talk about buyer journeys, using HubSpot Workflows to set contact owners, how to find out what ads a company’s running on Instagram, and what it means to be the head of marketing. You’re listening to Asia Pacific’s number one HubSpot-focused podcast where we discuss HubSpot tips, tricks, and features for growing your sales, marketing, and service results. We hope you enjoy the podcast as much as HubSpot’s CEO Brian Halligan does.

– [Brian] Thanks for creating this podcast, it’s awesome. I listen to it on the weekends and I really enjoy it.

– [Ian] My name is Ian Jacob from Search and Be Found and with me is Craig Bailey from XEN Systems. How are you, Craig?

– [Craig] Oh, really good, and you know, a new financial year here in Australia.

– [Ian] That’s right.

– [Craig] So we’re recording this on the 4th of July.

– [Ian] Which is Independence Day.

– [Craig] Oh, it is, yes, so, to our American listeners.

– [Ian] You know what, I was in America, bit of a side note, I was in Hawaii last Independence Day and I absolutely loved it. I kinda wish I was in Hawaii again. Looking at the .

– [Craig] Don’t we all?

– [Ian] Anyway, Craig, on to our Inbound Thought of the Week, and we’re gonna look at David C. Baker, talks about gating content and do we need to rethink our approach.

– [Craig] Now, we both love David C. Baker. He’s like a consultant’s consultant in a way.

– [Ian] Yes.

– [Craig] I think we both read his book. I loved his book. But he has a wonderful blog and he writes about, well, I think thoughtful marketing and he’s got a post talking about rethinking gating content and this isn’t a new topic and as he says in the post, he’s been thinking about this for years, this idea of what should we gate? Well, a few things really. What should we gate? What should we gate it with, you know, how many fields? And then more importantly, how do we actually use that data? Because he rightly points out so many of these forms, they ask for so much data that people never use and so I don’t want to position his post as being prescriptive. It’s really just thought-provoking, so think about this, and he makes a few points, in fact, eight key points that he says, and maybe we’ll quickly jump through a few of these.

– [Ian] Yeah, let’s go through it.

– [Craig] Yeah, so the first one he says is only gate content late in the funnel, and maybe we’ll just mention the points and then I’m gonna pull out two that I wanna expand further on but in the blog post, go and read it where he expands it out. But number one, only gate content made in the funnel.

– [Ian] Yup, number two is quit disappointing prospects with content that is not gate-worthy.

– [Craig] Number three, your CTA should only request information that you will actually use.

– [Ian] Number four, be careful with pillar articles if they are merely disingenuous attempts to gate things.

– [Craig] Number five, never ask for a phone number, and I’m gonna come back to this one.

– [Ian] Number six, trust the process, trust Google. Quit operating it from a scarcity view point.

– [Craig] Number seven, have a privacy statement if you want but don’t pretend that it’ll reassure anyone.

– [Ian] And finally number eight, make it easy to sign up for your stuff.

– [Craig] That’s a good way to close it. And he flushes each of these and he gives a good talk for minutes around them. But the one, never ask for a phone number, I thought this was an interesting one to think about depending on the business and the industry you’re in.

– [Ian] Yes.

– [Craig] ‘Cause well, many of our clients, B-to-B, phone number is mandatory. They must ask for the phone number ’cause their sales team would jump on that and how people today is calling them. The comment I was gonna make though is include a phone number if you wanna use it as a qualifier because it’s actually a good way to stop people filling out forms and filling this fits junk, people just downloading things and never having no intent. So I actually think a phone number can be a good thing but use it wisely. But as he says, why use it if you’re never actually gonna call ’em? That’s just annoying.

– Exactly.

– And scary.

– [Ian] But I think you find this, thinking back to the previous episode where we talked about some lead ads you were running and asking for a phone number in the lead ad and what that did to your conversion and what that did to people’s behavior essentially, so I think it’s a really good point.

– [Craig] Coming back to his point one, I only gate content late in the funnel. I’d actually apply that to phone numbers. Should you be putting a phone number at the top of the funnel? Probably not, possibly, probably not. But yeah, later in the funnel, it’s very much a qualifier. And look, people will get around it anyway. If they don’t want a phone number, I’ll put in zero, zero, zero, get all those junk numbers clean because they’re just sort of fill it in however the key take away from this be thoughtful about what you get what you asked for and what you do with it. If you ask for the data at least use it.

– [Ian] All right Craig, HubSpot marking feature of the week and looking forward to using forms in conversation.

– [Craig] Did you say this without talking about this is coming soon, I think they’re just rolling it out in new portals but you know you can have a support forum and you’ve got conversations.

– [Ian] Yes.

– [Craig] What kind of makes sense that if someone fills out a support forum okay, into the conversation?

– into the conversation?

– [Craig] Currently, they have team inboxes, let’s say you’ve got support at mydomain.com, that the email goes in, that’s a conversation, what about if you had a forum there? Anyway that’s coming and really the point of what I’d like to see and I think this is where it said it is look any forum, surely you can wire up any form to an inbox conversation. That’s what I’d like.

– [Ian] Yes.

– [Craig] Anyway, that’s the feature coming soon, I like it, looking forward to it.

– [Ian] All right, perhaps for sales for the week Craig is using work first to allocate contact owners. So you can use WordPress to allocate contacts to having a contact owner.

– [Craig] Yeah, so we’ve discussed this before, I mean this itself is not a particularly new feature however it is under utilized but a few nuances we’re gonna pull out.

– [Ian] Okay, and this is more to do with the lead rotation within a workflow, so I think what’s interesting is that we found in the portal we have sales professional users but at the high level, let’s let’s say the team above the super team, you can’t actually assign that team to the lead rotation.

– [Craig] Yes, so what they’re saying is in workflows you can allocate a contact owner to a contact and you can choose any of your user, those scammers. But if you want to rotate it so that it automatic or randomly rotates it between the team, you’re like oh, okay, so when I was looking at this, the announcement about that they’ve made it easier for people to be allocated even if they’re not paid, I’m looking at rotation ongoing. So according to what I’m reading them saying, you can’t rotate between people unless they are all pro users but that doesn’t seem to be the case in the portals where we are testing and it seems to be the case when people have set up parent-child teams. So I don’t know if this is a bug or there’s like a little loophole here but it seems if you use child teams, you can definitely rotate between them and they don’t have to be paid users. So I’m a bit confused, I don’t know if this is just a loophole or a bargain, I’ve misunderstood the way written the article but in any case it’s great because now you can just allocate between anyone on the team. They don’t have to be a pain user.

– [Ian] True.

– [Craig] I wonder how long that will last.

– [Ian] Let’s see.

– [Craig] We got two screenshots there of different ways you can allocate people as well.

– [Ian] Yes, and we’ve spoken in previous episodes about the lead rotation about balancing that out among sales team. And I think you’re right, it is an underutilized feature within HubSpot.

– [Craig] Yeah, and I think the reason we wanted to call this out and why we mentioned at the top of the show is using work players in sales because often you would chat with people about our using workflows, we’re doing that on the marketing, so we’ve got email matches, oh okay, cool. And so what about on the sales side? Oh yeah, we’ve got sequences set up, oh okay. What about using work Flyers for deals and just general contact maintenance and things like that? People don’t think of it. They think that workflows are just a marketing function and I guess this is just a very simple example of where you can incorporate it in a sales process.

– [Ian] All right, onto a marketing gotcha of the week Craig and this is not appreciating the number of touches in a customer’s journey. And this is a bit of content on think with Google, it’s actually really well done, there’s a piece of content above this interactive content that basically shows you from the data that they have that the customer journey is not linear. Kind of fluctuates based on what people are doing and who they are. And if you drill down into it you can actually interactively go through a journey of a particular type of customer. There’s Wendy who’s 68, she had 120 plus touch points on–

– [Craig] On her journey to purchase the car–

– [Ian] And you had one on the other side who was 25, who had 600 plus touch points in six days and then we had Justin who was took 24 days and had 110 plus .

– [Craig] 24 days go the extra.

– [Ian] That’s right, so at this highlights to you like the different parts people are taking and how they’re going about it and it really gives a good understanding of how people even looking for a similar product, how different their journeys are, and they do it across the automotive electronics, food and beverage, personal care, retail and travel. So it’s really fascinating, so I’d encourage you to have a look at it. But what is some of the key stuff that we highlight in there Craig?

– [Craig] Yeah, well, I thought they did a good job of visualizing this funnel moments where they’re basically saying wide peak, narrow peak and this idea that the number of touches increases when they’re researching and then when they’re at a particular purchase inflection, it’s really narrow and come down to very specific touches that there are. So I thought it was really, you know I’ve never really seen it put like that before, I thought that was a good insight.

– [Ian] I really like the purchase junction .

– [Craig] Purchase junction, yes.

– [Ian] The point a which a user makes a purchase but then continues searching.

– [Craig] Continues on searching, I don’t know if they’re buying all the cars but certainly we know in other areas that once they buy, that actually opens them up to buying a lot of other things depending on the industry of course and whether it’s a repeat purchase market. But yes, that’s it. Get them in a purchase and then immediately advertise to them again or immediately try and touch them again to get multiple subsequent purchases.

– [Ian] I think that’s really interesting, I would think that this has happened to me before when I’ve been buying some things online. I bought something in literally within 10 minutes of buying a couple of products on this one site, I got an email back saying well you can buy more and it’s free shipping, right. Oh I know, I just paid for shipping but now I can buy more stuff and just not pay any more shipping. So incentivize people, incentivize me to add more stuff that had already paid.

– [Craig] There’s limited offers but there’s also accessorizing, it’s the normal off sale. So one of the old, everyone would know this, but one of the things they teach you in retail of course is when you go in someone’s shopping for clothes is the perfect example. You going I want a suit and a shirt and the belt and socks and that, they never start with, oh well, let’s find the belt for you sir, it’s always okay start with the most expensive items because once they get over that dumb purchase hurdle, oh my goodness, how much, okay, great. Then belt seems like a bargain and as a percentage wise, that’s what we do psychologically, we get our odds not that much because we consider it relative to the purchase we’ve just made. Well, in the online space, this is of course the same depending on, you know, could actually be closed for all we know but in those places accessorizing and think about in your business where accessorizing might be because it might be a big consulting piece followed up with some little one-off audits or whatever it is, whatever it is you’re selling, but yeah, it’s all around understanding those moments. And that purchase inflection point is a key one.

– [Ian] Okay, onto marketing ability Craig,

– [Craig] You know in Facebook, you can get our Facebook company page and you can see what they’re advertising on. I think most people, most marketing managers will know that I wanna see what this brands advertising or I will just go their Facebook page and look Have you ever wondered oh, how do I see that on Instagram? Is there a way to see? Well, it turns out there is, it’s got to be in the app though. And we’ve got a few screenshots, in fact I’ll show you what HubSpots advertising on Instagram at the moment but it’s pretty easy in the app, you just go in, you go to their profile, go at the top right with those three dots and you’re looking for an entry that says About this account, have a look at that and then you can see they’re active ads. So we’ve got a few screenshots there, we can see nice range of ads that HubSpot is advertising.

– [Ian] So now Craig when I saw this in the show notes, I thought oh, I’m gonna go test this out on a few accounts that we were looking at. I’m like, hang on, I can’t see that, why is that? Anyway, it doesn’t appear for all the accounts ’cause users depend on the number of followers you have on your account. So just be aware of that if you think, oh I’m just gonna check this out, what are these guys talking about? It’s because of the number of followers. Have a look at a few accounts you follow and see what ads they actually running. Some of them actually might have the About this account but you might actually not seen yet any ads running. So just be aware of that too. But a great thing to work out what is going on and what people are advertising on. All right, Craig onto inside of the week and it’s talking about the inefficiency of the web. And this is from SEO book, Google reCAPTCHA breaking websites lowering conversion rates costing businesses real revenue on e-commerce websites.

– [Craig] So we have a reader of SEO book , I grew up on Erin Wall.

– [Ian] Oh, did you?

– [Craig] Yeah, I just, so it’s fantastic. So listeners may not know this but I used to be an SEO consultant, that’s a dirty word they say Yeah, I did a lot of SEO, probably decade ago now, but Erin Wall was the man, he was the legend of SEO and so I was member of his community for many years, it’s fantastic, yeah. He’s gonna be quite the last couple of years and you know traffic think-tank with Matt Barber and that, I almost think of TTT as the new SEO Book. It’s coming from… It’s the same kind of community vibe experts in there and things like that. But anyway, I digress. He does put out the occasional post on SEO book. And by the way, if you know since not even HTTPS, I don’t know if he’s doing that on purpose. He’s got doing SSL on his site, I don’t know what’s going on, it’s just sweet. Anyway, that’s an aside. In this post, he’s talking about AMP which is excited mobile pages, Google’s little baby, and he’s highlighting it as an example of inefficiency on the web. We didn’t need AMP, we didn’t need that, we’ve got the HTML standard which is perfectly fine. Of course all these people come along and load massive payloads of add scripts and all kinds of things onto it but then Google says, oh no, we’re gonna take that perfectly valid standard and we’re gonna strip it back and then we’re gonna put all our own kind of packaging around it and then force you to use it. And so his post is quite a critical one of Google as many of his posts are just about the way they’re kind of abusing their position of power and taking standards and just, I guess, corrupting them for their own good.

– [Ian] Yes.

– [Craig] And so I think this is a very good post to read but it just reminds me of inefficiency in so many things. So the takeaway from this and why I wanted to chat about it in the show is because as marketers, just be careful when you find yourself doing things inefficiently to overcome other things that shouldn’t have even been there in first place.

– In the first place.

– [Craig] So I’ll give you, this is my favorite example, you know Twitter has a limit to the number of characters, that has kind of increased lately, but it’s still quite small. So you put their small tweets. And so if you wanted to put a URL in, you couldn’t because it’s too long. So people created URL shorteners, so you can shorten URL to put it into Twitter. It’s like Twitter created a problem and someone else has created a solution to this problem. It shouldn’t have been a problem in the first place, it’s so inefficient, Twitter just should have said, you are all . It’s like they created this false problem that needed a solution to fix this from. So that’s inefficiency in their own.

– [Ian] Yes.

– [Craig] You don’t have to think too hard before you start saying this everywhere. All these tools that people put together to solve problems that shouldn’t be problems in the first place, AMP is one of them, there’s all these others. Yeah, you know reCAPTCHA?

– [Ian] Yes.

– [Craig] So that puts a pixel on sites, one of the things he said in this blog post is that Bing ads used to use reCAPTCHA as a confirmation thing to log in. So what it meant was Bing ads and all its Bing Microsoft properties had a Google reCAPTCHA pixel on all their sites to just kind of drink all this information. It’s like, dude I realize he put reCAPTCHA on his site and of course HubSpot has it in there on blog post reCAPTCHA. Thank you, that’s a Google pixel in their tracking, people wonder how they get tracked everywhere, this is it, all these little pixels for problems that we’ve kind of known going on around here, reCAPTCHA, right, so they’ve got these things so that BOTS can’t overcome . It’s like they’re putting all this money into AI to create BOTS that will be able to do the things that people don’t have to do them and then they put a reCAPTCHA in place to supposedly stop so it’s only real people. So you’ve got like this problem to solve–

– [Ian] The self-perpetuating–

– [Craig] Yeah, it’s like I’ll create a thing that only BOTS can’t solve to stop what’s going in but will create AI that’s so smart that it can overcome these things. It’s just this is what I call inefficiency. Anyway, I could go on with that with all these kinds of things. The takeaway, be thoughtful about your marketing stack and your marketing reports and your marketing activities. I look, I could get start on marketing reports, how many reports you see people creating that answering a question no one is asking–

– [Ian] That’s right.

– [Craig] And then as a result of that report someone else is going all I need this too, we need it. Oh yeah, what do we need that for? I don’t know but let’s do another report to find out. It’s just this, and so it goes on. Should I stop there, I think I’ve said enough.

– [Ian] Yes, you should. All right, onto the retired of the week Craig.

– [Craig] Oh you know what’s retired from the Google search results, organic results, that’s whats retired.

– [Ian] Yes, you know what, if we have pressed to find some organic results these days with more than half the page being paid local maps, product, it’s any wonder.

– [Craig] Yeah, people also ask, knowledge base year.

– [Ian] All right, Craig resource of the week.

– [Craig] Nice one here from Tim Silver, so just put this on Twitter and just it’s very simple, this is not some groundbreaking thing, it’s just good is this the terms for around intent. I see now when people search for stuff on Google there’s kind of different intent, purchase intent or transaction intents, often referred to, but there’s no vocational intern, there’s educational, there’s entertainment intent. Anyway he’s got just a list of some of these terms. So well, I’ll have a look at that what’s some of the informational intent terms that you’d find?

– [Ian] Yeah, I think that’s interesting. I mean when, I mean if I’m reading this right, if you type in a what–

– [Craig] Any queries that have what like questions, what, who, what, how, where.

– [Ian] Yeah, and then it says and the transactional its coupon, what does that mean?

– [Craig] If people this were to search for things, it’s just showing their intent. So if they’ve got buy red shoes or coupon for the iconic or things like that, it’s probably showing that that’s a transactional intent. They’re looking to purchase order, how to order, store lookups, those kind of things.

– [Ian] It’s basically everything across that line is not related to each other.

– [Craig] Oh no, sorry. There’s four columns, like there’s informational terms, navigational, investigative ones and then transactional purchase.

– [Ian] Yeah, okay, I get it, absolutely.

– [Craig] So whenever to buy or–

– [Ian] Yeah, absolutely, so that’s… I mean I think that I’ve actually seen and I was reading Google report is that a lot of people actually typing in ‘the near me’–

– [Craig] Yes, which they don’t need to.

– [Ian] Which still don’t need to especially when you’re talking about search locally. So I think over 60% of search for product ends up actually where people are looking to walk into a store and purchase the products. They’re often wanting it soon. So I’ll go to a perfect example. I was going for a presentation the other day, I figured oh, last time I went for the presentation I couldn’t connect my computer up to the projector, I needed that HDMI. I’m thinking, oh hang on, which one am I gonna get. So I actually went through this project, I went onto the web, I was searching, okay well, hey what’s the best connector. And then once I realized what was good, I then went okay, well, where can I get it, right? I need it to be in the vicinity of either on my travel to my destination or within the vicinity of the office. What was interesting it on a store that I thought was nearby that would potentially have it didn’t have it and I had to travel little bit further away but I was thinking, why is that the case? And maybe it did have it but it wasn’t showing up on the search results. Anyway, I couldn’t take the chance, I went to the one I knew that would have stock and that’s what I did. So I kind of just thought about the process I’ve gone through and I thought, well, this is really interesting, my need was pretty immediate. It really didn’t come down to price, it was more about convenience and distance that drove my activity.

– [Craig] That’s an excellent example of the buyers journey in a particular scenario, that’s exactly right.

– [Ian] That’s right, and if I had needed that how I thought about this a bit earlier, I would have probably ordered of Amazon and got it delivered to my house.

– [Craig] Yes, so that wasn’t our comparison shopping, that was urgency shopping.

– [Ian] Correct, so there you go. All right, you got a crack a quote of the week Craig, What does it mean to be the head of marketing?

– [Craig] Good posts from Seth on this and we’ve got two little quote phrase pulled out, I couldn’t choose them, the best one, but actually it’s not just a quote of the week, it’s like article of the week head of marketing. And his idea, I’ll capture his nutshell of his idea is, well, what’s the head of marketing like, what do they do? He basically says, here’s the killer quote, to be the head of marketing you need the freedom and responsibility to change the way things work not simply how they’re talked about. And the idea being it’s not just about brand and messaging, it’s actually about changing things. That’s what my and his book is on all about marketing, it’s about change, making a change in people. But he actually says the reason that the tenure of the same big company average is about 18 months is that it takes about a year and a half for the boss to realize the pain free risk, free easy miracles aren’t arriving on schedule. They hire the head of marketing but the boss doesn’t wanna actually give up, it’s strategic. This head of marketing just becomes an operational person, then they realized, oh no, it’s not for me.

– [Ian] And you know what, true in the marketing sense but I think this can be across the board even in sales same thing. What are the behaviors you’re driving that this driving change. I only say that because I was in a meeting the other day and what was really interesting they could see the way people are buying and the way younger people interacting with people in sales has changed but when they said, oh well, what about if we give that to Bob? No, he’s not gonna do that, he’s not gonna use a CRM. And they’re like, we’re not gonna include him in on this, oh that’s really interesting. So there are people that have identified that I’m not going to change and then there are people that are gonna change and they will basically gonna split and carry on and I thought oh, this is really interesting.

– [Ian] Wow, so Bob’s getting put over in special projects.

– [Craig] Reading from that, the next redundancy round.

– [Ian] So, you know what, this is a really interesting thing. It doesn’t just span marketing, its sales, it’s even anything we do. Even us as technical people or agency owners we have to choose to change and make a difference. So definitely worth thinking about how we go about that. Now, Craig you’ve got a bonus link of a week which is a tool, what is this tool?

– [Craig] This is a Facebook advertising management tool. So I just wanted to check out to investigate, kind of a note to self what’s checking it out today but gonna dive into it.

– [Ian] Excellent, if anyone does try it out, please let us know.

– [Craig] Yes, by the way if there are any tool vendors out there that would like us to have a play with that tool and perhaps even review it on the show, just get in contact as soon as few details, obviously if it’s marketing related–

– [Ian] If it’s sales related–

– [Craig] That’s fine, that’d be great.

– [Ian] Well everyone we hope you enjoyed this show, please leave us a review on iTunes or Apple podcasts or wherever you listen to this, could be on Spotify, we would love you to leave us a review, just the star review is fine. And if you do take a screenshot and send it to us and we’ll send you something.

– [Craig] What will we send them, Something?

– [Ian] It’s maybe some socks Craig . Anyway, we will reward you with something that is of values, so please do that, send it to us, direct message us on Instagram and let us know. Well Craig until next time.

– [Craig] Catch you later Ian.

– [Announcer] Thank you for listening to this episode of HubShots for Schonox, resources, HubSpot News including practical strategies you can implement, visit us at hubshots.com.

Episode 163: HubSpot Artificial Intelligence (AI), Attribution Reports, and a $130 ceramic mug

Welcome to Episode 163 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we discuss HubSpot’s approach to using AI in its product, plus dive into attribution reports, and then chat about paying $130 for a mug to keep your coffee warm.

Listen to the episode here: https://soundcloud.com/hubshots/163-hubspot-artificial-intelligence-ai-attribution-reports-and-a-130-ceramic-mug/

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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Recorded: Tuesday 25 June 2019 | Published: Friday 28 June 2019

Shot 1: Inbound Thought of the Week

What is Artificial Intelligence (AI)?

In basic terms, AI is an area of computer science that makes machines seem like they have human intelligence.

While it’s all the rage these days, AI isn’t new. The term “artificial intelligence” was first coined back in 1956 by Dartmouth professor John McCarthy. He called together a group of computer scientists and mathematicians to see if machines could learn like a young child does, using trial and error to develop formal reasoning. The project proposal said they’d figure out how to make machines “use language, form abstractions and concepts, solve kinds of problems now reserved for humans, and improve themselves.” That was more than 60 years ago.

Until the early 2000s, AI has remained mostly in the hands of experts. But during the past few years, AI has become commonplace for two reasons. First, huge amounts of data are being created every minute. In fact, more than 90% of the world’s data has been generated in the past two years. Second, our computers are faster than ever. They can make sense of that vast wealth of new information in seconds.

With that in mind, software companies like HubSpot are sprinting towards an AI-powered future, finding new ways to use AI to solve business problems.

Couple of things that we use often in HubSpot that is powered by AI:

  1. Duplicate contacts, now
  2. Loading data and how it matches columns where data could be loaded.
  3. Import scans. When you import email addresses into HubSpot, it scans your list for potential deliverability problems.

https://blog.hubspot.com/customers/6-mundane-but-impactful-business-problems-solved-by-ai-in-hubspot

“That’s where AI comes in. It allows you to make decisions based on data that’s too broad for our human minds to process and analyze. Simply put, AI helps to scale personalization.”

Btw if you are interested in seeing how AI can generate content (and authors), check this out:

http://thismarketingblogdoesnotexist.com/

Almost everything is created by AI – the only things supplied were the blog post Titles.

Shot 2: HubSpot Marketing Feature of the Week

Attribution Reports in HubSpot

https://blog.hubspot.com/customers/demystifying-the-attribution-report-in-hubspot

Q: What types of questions can I answer with attribution reports?

A: Attribution reports can give high level insight on questions such as the following:

  • Which channels or pages are converting the most leads within a given timeframe?
  • Where should I be investing my marketing resources?
  • Which landing pages or content offers are being viewed the most before someone becomes a customers?
  • Are there types of content offers that generate more leads over others?

Attribution   HubSpot 1

Note, you really want to have Enterprise edition to get all the different options eg in Pro you can’t see Source attribution:

Attribution   HubSpot 3

And you won’t be able to view the different Attribution models:

Attribution   HubSpot 2

You’ll need to have Enterprise in order to see these options:

Attribution   HubSpot

 

Key insights: you need to have good, clean, complete data in order for attribution reports to provide any additional insight.

Shot 3: HubSpot Sales Feature of the Week

Documents tool

With the documents tool, you can build a library of content for your entire team to use and share with your contacts.

This is especially useful for sales to keep things consistent and updated like brochures and price lists that may be shared by a team of people.

https://knowledge.hubspot.com/articles/kcs_article/documents/use-documents

Two of the features we love is tracking and reporting.

document share dialog box

Beware the test@test.com problem…

Shot 4: HubSpot Gotcha of the Week

Reminder about using styling with HubSpot forms – it’s an option on forms in Pro and Enterprise:

Forms   HubSpot

This will also make sure that the form doesn’t render as an iFrame.

Shot 5: Marketing Tip of the Week

NeverBounce has real-time email verification and email cleaning services.

https://neverbounce.com – from HubSpot support!

1  New Message

Bonus: See also the AppSumo deal on ClearOut: https://appsumo.com/clearout/

Shot 6: Insight of the Week

Google My Business updates

Google’s ‘social network by stealth’ approach (let’s not mention Google Plus)

https://searchengineland.com/google-my-business-adds-more-branding-tools-introduces-searchable-shortnames-318527

Shot 7: Thing of the Week

Ember Ceramic Mug

https://ember.com/products/ember-ceramic-mug-au

https://www.youtube.com/watch?v=sxUDdgkcru0

Shot 8: Resource of the Week

Facebook One-Sheeter Guides:

https://www.jonloomer.com/2019/05/28/facebook-one-sheeter-guides/

Setting a new record for number of CTAs to include in a single post. Congratulations Jon, you’re our winner with 6 CTAs!

Shot 9: Quote of the Week

“The second is trickier: the person who knows what to do next is the leader. We’re entirely nonhierarchical in that way. But in a combat environment, when split seconds make all the difference, there’s no time for second-guessing. When someone steps up to become the new leader, everyone, immediately, automatically, moves with him. It’s the only way we win.”

― Steven Kotler, Stealing Fire: How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work

Shot 10: Bonus Links of the Week

https://thehustle.co/botto-bistro-1-star-yelp/

https://moz.com/blog/best-free-seo-tools

https://searchengineland.com/search-ad-labeling-history-google-bing-254332

Please leave us a simple star rating as this helps us improve and reach more marketers.

 

Episode 163 Transcript

– [Ian] Welcome to HubShots episode 163. We talk about artificial intelligence and HubSpot, Attribution Reporting, and the 130 dollar ceramic mug. You’re listening to Asia Pacific’s number one HubSpot focus podcast where we discuss HubSpot tips, tricks and strategies for growing your sales, marketing and service results. My name is Ian Jacob from Search & Be Found, with me is Craig Bailey from XEN Systems, how are you Craig?

– [Craig] Oh look really good, except my coffee is a little bit cold. If only there were a solution to that problem.

– [Ian] And I will give you one as the show goes on Craig so just hold on.

– [Craig] Coming up in a short seven, okay.

– [Ian] All right, I wanna talk about our inbound thought of the week Craig, and we’ve spoken about artificial intelligence before in previous episodes, and how that relates to HubSpot, but I thought, let’s take a step back because some of us throw this term around and we don’t really get it. We don’t really fully understand it, it was even revealing to me as to what it was and how it came about.

– [Craig] Well that’s right because artificial intelligence, surely that’s just killer robots right?

– [Ian] That’s right. So I’m gonna read to you a bit about how it originated, and we’re gonna just talk about some of the things that we like that HubSpot are using artificial intelligence to do to make our lives easier on a day to day basis. So, artificial intelligence was first coined back in 1956 by a Dartmouth professor called John McCarthy, where he called a group of computer scientists and mathematicians to see if machines could learn like young children do. And using trial and error they developed formal reasoning. So what I’m gonna say after this, in the early 2000s, AI was still mainly in the hands of experts, but in the last few years it’s become common place for two reasons. Firstly, huge amounts of data being created every minute, in fact they’re saying in more than 90% of the world’s data has been generated in the past two years. And secondly, our computers are faster than than ever. They can make sense of sense of vast wealth of new information in seconds. And with that in mind, HubSpot is using artificial intelligence within it’s system to do certain things. So I’m gonna highlight three things. You will see in HubSpot, it now finds duplicate contacts. So in the contacts tool under actions, you can find duplicate contacts because it’s run over the data defined what could be potentially duplicated. Number two Craig.

– [Craig] Well you’ve actually gonna hear about loading data and matching. So importing data and how it’s just, it seems to know where the data is gonna end up.

– [Ian] Correct. It actually does a pretty good job, and then understanding what type of field it is, and so on. And number three is, importing scans and this is to do with email. So when emails are imported, it scans the list for potential deliverability problems. Now you might go but why, but it’s all about keeping it clean, right? And I’ve seen this when I’ve imported things in before, where it’ll automatically mark an address’ undeliverable or not gonna send the email to because it may be marked as spam for example. I’m like how did it know that? Anyway, it does it, so it’s available. Now there is one really interesting quote that you picked out.

– [Craig] Yeah, that’s right. And actually we should just mention all of what we’ve talked about here is coming from Ari’s blog post on HubSpot blog, it’s really good. He goes into this in a bunch more detail and a few more examples but he’s actually talking about personalization. By the way that’s the topic for our HubSpot user group tomorrow night. By the time you’ll have heard this we’ll have had the user group meeting, hope you’re there, hope you enjoyed it. But anyway personalization, he talks about the fact that when it comes to AI, it actually allows you to make decisions that are too broad for human minds to process. And so basically, AI helps you to scale personalization. I think that’s a really good way to think about it.

– [Ian] Yes.

– [Craig] And of course we know there’s other barriers in, especially marketing across the stack and I’m sure HubSpot’s got this in mind with just their advertising tools and all those kinds of things, so it’s really stunning, but it’s really just about optimizing and scaling decision making, to make smart decisions.

– [Ian] Now you pointed out a really good blog, and we’d encourage people to go have a look at this. If you go to this is marketing blog.

– [Craig] No thismarketingblogdoesnotexist.com. That’s a long url, but yeah, thismarketingblogdoesnotexist.com, check it out because that is a blog that is entirely written and actually built by artificial intelligence. So not only is all the content just generated automatically by artificial intelligence, but the authors and the authors photos, they’re not real people, they’re not real names, it’s all just made up. And it’s just a good example of how, yeah.

– [Ian] How it’s working.

– [Craig] The little mini robots and artificial intelligence can build all that stuff. Basically you have an army of robots at your disposal. I think this is what people don’t realize as marketers, and well in a lot of professions. Think of Google, just the Google section, just this army of robots just crawling the web, just doing all of this stuff at massive scale and as marketers, we have this at our fingertips to do. Let’s put those little robots to work and thanks HubSpot for implementing it in your product.

– [Ian] That’s right. All right, onto our HubSpot marketing feature of the Craig, and we’re gonna talk about Attribution Reports in HubSpot.

– [Craig] Yeah, and this is also based on a blog post. A good blog post I thought from HubSpot blog.

– [Ian] That’s right. And this is because we often get these questions from people that we talk to and we deal with on a daily basis and they go, what does this mean? Like what does it mean that this contact was assisted? What can I make sense out of this?

– [Craig] Yeah, that’s right. So Attribution Reports are really well, about providing attribution back to a point. So is it the blog post where people started? Is it the resource that they came from? Is it a refer ex cetera? Now, I’m actually gonna say two things, I’m gonna say one, it’s good, and two, it’s useless. Okay, so just lemme explain that, because Attribution Reports for starters, you need pro and above to access them. But really you need enterprise to get the full value out of it.

– [Ian] You do actually need data.

– [Craig] Yeah, and plus you need a lot of data, that’s exactly right. However, and one of the people might say, oh I don’t have enterprise, well is it worth paying enterprise to get these Attribution Reports. And I’m gonna say for most people, not it’s not. And I’ll tell you why, because when I analyze well we’ve both got enterprise portals but we’re not, I analyze data for sim, and we’ve got a lot data in some of our brands, we analyze it and the Attribution Reports often don’t give much more insight over just general reports. And I think this is something that people need to understand. For Attribution Reports to give you actionable insight, you need really clean data. So if the data is wrong, you know the referral source is wrong or you didn’t tag it properly, if it came from paid adds and all that kind of stuff. If it’s wrong, it’s not gonna give you some magical insight into attribution that you didn’t know before, in fact it’ll probably confound you and the other thing is that you almost need to be saying what’s the question I’m asking here, rather than, I think people often get a report and go ah, so tell me some insight, and really you’ve actually gotta be thinking about, well what’s the question that I wanna answered here? And that’s how you have to approach reporting in many ways to get any value. And we know this from Google analytics as well, which has had Attribution Reports, well for free since forever, does give you some insights, but then again it’s also about the data.

– [Ian] That’s right.

– [Craig] It’s in place.

– [Ian] And I think it’s also understanding the types of attributions that’s available to you. There’s time decay, there’s last touch, there’s first touch, there’s first and last touch, when I first saw this I was like what the. And so you gotta understand what you’re trying to actually get, or how it’s gonna affect the results you want to see, so.

– [Craig] Yeah. And I think you’re better, sometimes you’re better coming in with the question such as ah, is it really worthy doing x? Well let’s see what attribution highlights for us, because if you just ah I’m gonna pull up the Attribution Report and see what it magically shows you, it’s possibly not gonna show you anything else then a just say a general sources report would show you. And especially if data’s dirty or not particularly clean, possibly even more misleading. Anyway, good blog post around Attribution Reports if you wanna dive into it, if you do have an enterprise portal. You know the other thing I’ll say, you know when you analyze data, do you feel like the HubSpot reports is slow?

– [Ian] Yes.

– [Craig] I know they gotta crunch a lot of data, but I’ll bet, you know what I’m predicting? Come at an inbound they’ll say, we’ve increased the reporting crunch time by 1000% because fighting for these reports.

– [Ian] Yes.

– [Craig] People aint got time for that sometimes.

– [Ian] So when you say waiting for the reports you’re talking about the visualization of the report.

– [Craig] Sorry the visualization, yeah.

– [Ian] Versus the data that we’re actually seeing.

– [Craig] Yeah it’s pretty good at collecting the data, but yeah, creating that visualization especially on those Attribution Reports, if you’ve got a big data set, takes a while.

– [Ian] Yes. All right Craig, onto our HubSpot sales feature of the week, and this came from talking to one of my customers, and they were like, how do I track a document if it’s in a email and someone forwards it to somebody else and I wanna know if that person read that document, how do I do that? All right, I’ve got just the tool for you, it’s called the document’s tool, and what this allows you to do, is actually keep a library of content that your entire team can use. What I love about it is, it’s a central location that you can store the contents of couple of clients for used things like, the brochures that they often send people, price lists, so price lists often get changed on a quarterly basis, so keeping this all in sync for sales is really important. And also when you’re using them in templates, you can call the documents, and they will automatically pull in the right documents for you. But what I wanted to share was this feature about being able to track. So you can, when you share it, you can say look, I wanna share it with this person with this particular email, and if they need to actually, if for example if they pass that on, or they share that with somebody else, there is an option to require an email address to view the document. So people have to stick their email in to view the document. That’s where this tracking can happen, now obviously anything can be gained like you know, so just be aware of this when using that feature, because as people get more savvy, they will decide not to do that.

– [Craig] Yeah we call this the test@test.com problem which is when everyone, when ever someone’s prompted to put an email address in to access something, it’s test@test.com, but look, that’s an indicator in itself. If someone doesn’t wanna put their email address in there, probably not high intent anyways.

– [Ian] That’s right.

– [Craig] Can be a qualifier or a disqualifier in some ways.

– [Ian] That’s right, and then the other thing I forgot to mention is that the reporting on the documents, understanding who’s opening, how many people have opened it, what time they’ve spent on each of the pages, and if you’re contact owner, that will get sent to you, as to which pages they spend the most time on, which I find really useful.

– [Craig] I think that’s a really key feature about it, that time and page, and as we’ve said before on the show, if you see someone open, flick, flick, flick, flick, pricing page leave quickly.

– [Ian] Yes.

– [Craig] You know that’s a bad sign. If they flick, zoom down to pricing page, linger there, ah yeah and then go back and start reading the rest, very good sign.

– [Ian] So there you have it. All right Craig, the HubSpot Gotcha of the week.

– [Craig] Just a reminder about styling Hubspot forms, I was embarrassed about this because I cloned a form for a page, and then I put it on a word press site.

– [Ian] Yes.

– [Craig] And the styling wasn’t working. I was like, what’s going on? I’ve embedded the same way, I’m calling the native styling from the site, but it’s not working, what’s going on? I’ve cloned the form, it should be working, right? So I contacted HubSpot support, they came back and very sweetly told me ah there’s an option on the options page, basically to make it an unstyled form so it works on the site, right? And I knew this because I’d actually told people this, ’cause they’d asked me about this problem I think a couple of months ago and I’d said ah that’s an option, just completely forgot about it. So, it’s one of those things you trick yourself ’cause you duplicate, you clone a form, you’re thinking I can carry over all the settings, but just a reminder that that unstyled form setting is on the options.

– [Ian] Yes.

– [Craig] Now I would like it if that was actually on the styling and preview form tab of the form, right? You’re going through the form, I’d like to go oh styling and preview, no. Don’t use HubSpot styling. I just wanna, it’d make sense if it’s there, right? I’m just saying that so that I don’t feel so dumb but anyway, if you’ve fallen into that trap as well.

– [Ian] It is an option Craig.

– [Craig] Remember that option, yes.

– [Ian] All right, marketing tip of the week Craig. And this marketing tip came about because I was helping a customer send out some emails, and it got flagged as having a high number of bounces. And there was this really lovely message in my portal saying, if you don’t resolve this you will be banned from your account.

– [Craig] Ah you got one of those as well. We got one of those the other day.

– [Ian] All right, I contacted HubSpot support, I’m like, so firstly I’m going to find out why this has happened.

– [Craig] Yeah.

– [Ian] I then created, from all the bounces I created a list of all the bounce contacts. So I could exclude them off any future sends.

– [Craig] Right.

– [Ian] As an interim solution. I then contacted HubSpot support to figure out whether this would be sufficient to do, to which the answer was, yes it would be, obviously it’s not a permanent solution, but it kinda gave me the option, actually what I ended up doing was, from that list was, assigning the contacts back to the owner as a task to actually go and find out what was wrong with it, or why it was wrong.

– [Craig] How many contacts we talking about?

– [Ian] There were probably about 20, 30 contacts per person in sales. So it wasn’t huge but in the whole list it was still like 100 contacts, right? So that was one, they to told me to load an unsubscribe list in there, which I said then, asked what happens when I need to send emails when once it’s been fixed? And they said, that would be rather hard, so I went, that’s not a good idea. But then they came up with this solution where you can actually verify emails, and it’s called NeverBounce, and it’s real time verification and email cleaning where you can actually load this list in bulk, and it’ll check to see that address is valid. So I think this is really a useful tool to probably use before you’re importing data in to actually verify and check that it is clean, and flag those issues prior to the load.

– [Craig] I had a similar experience, I was telling you about this the other day before. We pulled a whole bunch of contacts out of one portal and imported them into another portal. So it’s about 8000 contacts under one portal, imported into another portal. Now we only exported out the ones that hadn’t bounced, didn’t have any issues.

– [Ian] Yeah.

– [Craig] So they were fine and engaged, imported them in, and about 10% of the list bounced straight away. We’re actually still tryna work out why. So we’re actually going through this process with HubSpot support.

– [Ian] Okay.

– [Craig] What’s going on? So we actually were wondering if there was something right, because it’s in another portal maybe there’s a different IP Address rank or something that’s being sent from, or something weird. So, but what we’ll do, is we’ll use a tool like this. I think this is a good tip. We’ll upload them in today and just see what it gives us back, whether the things stay clean or not.

– [Ian] And it also does connect in with HubSpot if you do need to use it. All right, onto our insight of the week Craig, you got some Google My Business updates.

– [Craig] Yeah, I just wanted to mention this because yet again, Google My Business is so important for businesses.

– [Ian] It is.

– [Craig] And a reminder to people, set up your profile or claim it and make sure you keep it updated. It’s still free which is incredible, by the way, don’t hold your breath, surely they’re gonna be charging for premium features soon, I can’t believe it. You know how you use years ago we’re going ah one day HubSpot’s gonna get rid of the key word tool, and finally it came, we’re very sad about that. One day Google My Business is gonna start charging for their business profiles, like a premium tier and we’ll be really sad when that happens, but until that does, take advantage of it. Get your Google My Business profile up to date. Anyway, some of the new features they’re putting in, they’re gonna have short names, they’re gonna have other tools within it and the reason I wanted to raise it and it’s kind of insight of the week is because you know how Google had Google+ and that’s all died, right, and gone and everyone’s like ah they couldn’t do social.

– [Ian] Yes.

– [Craig] Google My Business is their social by stealth, I really think because now you have posts you have on your Google My Business profile, you can have videos, you have photos, you have events.

– [Ian] You have offers.

– [Craig] Offers, you can have contact us by text, they haven’t got like straight messaging real time there but messaging in a sense is there. It’s become their LinkedIn page and their Facebook page, company page.

– [Ian] Yes.

– [Craig] It’s Google My Business. So I call it their social by stealth, business social by stealth and I just, folks you’ve gotta get onto this, if you’re not doing it and not updating it.

– [Ian] That’s right and you know what? I saw a really interesting thing the other day that they’ve introduced is that if you, when you initially sign up, you can actually give a one time offer to the person that actually follows or signs up to your page which I thought was rather interesting so there’s another opportunity to entice people to actually follow your business.

– [Craig] Right, that’s interesting. Yeah well, the thing I said, they’ve added short names so at the moment you just have a short name, what do you do with it? Well not much but at some point there’s gonna be your @ short naming people and talking, it’s conversation going in, it’s you know.

– [Ian] So that’s right, it’s a opportunity, I would actually get on top of that.

– [Craig] Now is it time for a coffee, ah it’s a bit cold.

– [Ian] I know, it is Craig but let me share a solution with you. There is a mug called the Ember ceramic mug and it can prolong the enjoyment of your coffee and tea as it’s the world’s first temperature controlled mug.

– [Craig] But tell ’em the price son.

– [Ian] It’s a cool 130 dollars Craig.

– [Craig] That’s 130 Australian. And the travel mug is more expensive. So folks, check the, you’ve gotta see it because here’s the mental shift I went through. When I first saw it, I thought ah this is a joke, like they’ve got an app connected mug.

– [Ian] It even works with the Apple Watch Craig.

– [Craig] And I thought this is a joke, someone’s having a go right and then it’s available at the Apple store. We were laughing about this before but here’s the mental journey that you go on. You go ah this is a joke, someone’s having me on and then you go ah actually it’s not a joke and then you go 130 bucks, who in their right mind would pay 130 bucks for a mug and then you go, you know what, that mug could be kind of handy and then by the end your day your going oh it’s only 130 bucks to keep my coffee warmer. I haven’t bought one yet. I’m getting close. So listeners, check this out, would you buy a ceramic mug.

– [Ian] Well I mean this is interesting, I mean it’s a very stylish mug I have to admit.

– [Craig] It’s a beautiful sight, they’ve done really well.

– [Ian] Yes it’s beautifully designed. It has one hour battery life and it has a charging coaster that you can stick it on and it will stay in the temperature range of between 50 and 62.5 degrees Celsius and you know what, it just looks really nice.

– [Craig] It looks really nice and I was reading some of the reviews of this, people are saying it’s life changing. I’m not joking . They’re saying it’s life changing because instead of having to go over to the microwave and reheat their coffee or get another cup, they just have a nice hot cup of coffee or tea all morning and they’re reading the paper and all that and I was like well you know there’s worse things to spend money on I guess.

– [Ian] Correct. Well there you have it, that’s our product of the week Craig.

– [Craig] If any listener has one, tell us what you think.

– [Ian] Yeah that’s right, see if you’re in the US, it’s 79.95.

– [Craig] It’s a bargain.

– [Ian] And you can get it Starbucks and Apple store.

– [Craig] You should see the video, we put a link to the YouTube video, it’s like this, such an aspirational, the music and everything, it’s like it’s a mug. Since we’re all in marketing and sales, there’s a lot we can learn from this. So I encourage you to have a look.

– [Ian] All right Craig the resource of the week and this is a Facebook One-Sheeter guide from Jon Loomer.

– [Craig] Now we love Jon Loomer and this one is good as well but folks, check this out for the maximum number of CTA’s he’s managed to push into a blog post. He’s set a new record I reckon.

– [Ian] So why I’m reading and just take a note and I love how the CTA’s are prefaced by saying a message from Jon . So there you go, I mean.

– [Craig] There’s actually almost more CTA content in the post than actual content.

– [Ian] You know what’s interesting, it’s like he’s not giving up about testing new stuff, right, and that he can clearly see he’s testing different things and measuring what’s working.

– [Craig] Oh he’s the master, I love his stuff.

– [Ian] Yeah.

– [Craig] And I will happily put up with all those CTA’s ’cause his content is so good.

– [Ian] Correct, all right Craig, onto our quote of the week. And this is from a book that you have read and I’m listening to currently called Stealing Fire : How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work by Steven Kotler. So here it is. “The second is trickier, the person who knows “what to do next is the leader, “we’re entirely non-hierarchal in that way “but in a combat environment when split seconds “make all the difference, “there’s no time for second guessing. “When someone steps up to become the new leader, “everyone immediately automatically moves with him, “it’s the only way we win.”

– [Craig] I think that’s a really interesting quote that the person who knows what to do next is the leader.

– [Ian] That’s right and that’s what I wanted to highlight with this quote because it was fascinating. I mean there’s lots of examples in this book and I think we can learn a lot from just understanding how Navy SEALs operate and how they actually get into the flow of operating at that level that they do so think about in your business, in your team, what’s happening.

– [Craig] Well I think if you’re in a leadership position as opposed to just managerial by the way, managers and leaders are different beasts but leadership, yeah is really about knowing what to do or deciding what to do next and then leading the way. I find these books good like this is not a book you read to learn marketing tactics.

– [Ian] Correct.

– [Craig] But it is a book you learn how to go right, this is the way people think and this is how the way the world works and this is how leadership is manifested in active leads so yeah, I love these kinds of things that always kind of expand your thinking.

– [Ian] And on a happy note, we have a few bonus things for the week. We would love you to leave us a simple star rating on Apple Podcasts or any other podcast app that you listen to us on. And until next time Craig.

– [Craig] Catch you later Ian. Hey there, thanks for listening to this episode of HubShots. For show notes and the latest HubSpot news and tips, please visit us at HubShots.com.

HubShots HubSpot Artificial Intelligence (AI), Attribution Reports, and a $130 ceramic mug

Episode 162: Avoiding HubSpot Workflow Mistakes and Replacing yourself with Tools

Welcome to Episode 162 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we look at replacing yourself with tools, plus avoiding HubSpot workflow mistakes.

Listen to the episode here: https://soundcloud.com/hubshots/162-avoiding-hubspot-workflow-mistakes-and-replacing-yourself-with-tools/

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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Recorded: Tuesday 14 June 2019 | Published: Friday 21 June 2019

Shot 1: Inbound Thought of the Week

Analysing data to highlight trends eg HubSpot Trends report:

Reports dashboard 10

There’s a bunch of tools in this space eg see also MAXG: https://www.maxg.ai/ from the team at Square2Marketing which aims to highlight issues to investigate.

Have a look at Artificial Intelligence (AI) is at work in HubSpot > https://www.hubspot.com/artificial-intelligence

Another is Atomic Reach.  It is a content intelligence platform for marketers > https://www.atomicreach.com/

Shot 2: HubSpot Marketing Feature of the Week

Avoiding Workflow mistakes

https://blog.hubspot.com/customers/5-biggest-workflow-mistakes-how-to-avoid-them

An interesting note: delays might be useful right at the start of a workflow in case a Contact’s properties are a few seconds delayed in getting updated.

Sometimes data isn’t instantly populated on an object record when a visitor converts and is created as a contact in your account for the first time. It can take up to a few seconds for the incoming data to populate in the associated properties. If a workflow is set up to assign a new contact to a sales rep based on their form responses, place a delay in as the very first action. If not, the contact may enroll in the workflow seconds before its contact properties have finished updating, and the wrong owner may be assigned as a result. Although this doesn’t always happen, it’s something a one-minute delay can easily take care of.”

And as usual the CTA is to do a HubSpot Academy lesson:

https://academy.hubspot.com/lessons/understanding-workflows-in-hubspot

Shot 3: HubSpot Sales Feature of the Week

Importance of looking at Time in Deal Stage.

This report shows the average amount of time deals spend in each stage of your funnel. Use this report to see how your deals are moving through the funnel and to see where things might be getting stuck.  You can also see what deal stages are being missed all together too!

Reports dashboard 11

Shot 4: HubSpot Gotcha of the Week

Slack notifications for Inbox Email Conversations

Getting Slack notifications for HubSpot Conversations via a team email box doesn’t work as you’d expect

Slack notifications to a channel only work for Chat Conversations.

Settings 11

 

For Inbox Email Conversations you need to set up personal notifications, that end up in your Slack HubSpot app ‘channel’

User Preferences   HubSpot 3

Go to the Assign area:

User Preferences   HubSpot 2

Shot 5: Marketing Tip of the Week

Adding FAQ schema to a web page via Google Tag Manager:

https://www.semrush.com/blog/how-to-add-faq-schema-google-tag-manager/

Two key takeaways:

  1. Schema markup is important
  2. Google Tag Manager is a useful way to insert schema into a site – if you aren’t yet using Google Tag Manager, then it’s time to get on board…

Shot 6: Insight of the Week

The value of tools

Do you consider tools a cost or an investment?

Compare tool costs with staffing costs – what can you replace with a tool?

Is it more accurate, more insightful, less error-prone, faster, easily repeatable, etc

Now consider your own role. Is what you are doing today, replaceable with a tool? If so, then what is the value you are adding? What will you be doing tomorrow?

Examples of tools we’re using: HubSpot, ahrefs, SEMrush, SanityCheck, Zapier, Databox, AccuRanker…

Which tools are you using? Let us know in the comments or tweet us @hubshots: https://twitter.com/hubshots

Shot 7: Podcast of the Week

Inbound Happy Hour

New podcast from our friend Chris Higgins:

https://www.inboundhappyhour.com/

Shot 8: Resource of the Week

700 Facebook Ad examples:

http://kristihines.com/facebook-for-businesses-facebook-ads/

600 Instagram ad examples:

http://kristihines.com/instagram-for-business-instagram-ads/

Shot 9: Quote of the Week

“You don’t have to be big to make a BIG difference in the world.” – Norbert

https://www.instagram.com/p/BygL6-pgmJr/

Shot 10: Bonus Links of the Week

https://rankmath.com/blog/google-indexing-api/

https://www.apollo.io/explorer/

Please leave us a simple star rating as this helps us improve and reach more marketers.

Transcript

[Ian] Hi everyone, welcome to HubShots Episode 162. We talk about avoiding HubSpot workflow mistakes, and replacing yourself with tools. You’re listening to Asia Pacific’s number one HubSpot focused podcast, where we discuss HubShot tips, tricks and features for growing yourselves and marketing results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems. How are you, Craig?

[Craig] Yeah, really good and feeling replaceable.

[Ian] That’s right, we are the replaceables.

[Craig] That’s right, in our strive for efficiency it’s all about getting tools and processes in place, so we can provide more value and we’re gonna chat a little bit about that first in the Inbound through the week, but also later in our Inside of the week.

[Ian] That’s right, so Craig, you know, Inbound through the week. this is something I stumbled upon today, is a new report in HubSpot and it’s analyzing data to highlight trends within HubSpot, so what it’s doing is using artificial intelligence from what I can see and it’s showing you things like sessions from email increased by 170% over the last week, new contacts from email increased by 100%. I mean, the screenshot we’ve got and the one I had in my portal had it everything going up, I wonder what happens when things start to go down?

[Craig] I was wondering that as well, yeah, trends, we only show you the good trends so it seems like everything’s working. Yeah, but that’s right it’s really about analyzing and it’s probably on the size of the data set that it can analyze as well and also frequency, all those kind of things, especially when its talking about email marketing and that kind of stuff. But, yeah, it’s really interesting to see these becoming part of the actual report stack.

[Ian] Yes.

[Craig] And by the way just reminding people when we say a report in HubSpot we’re talking about one of those little widgets that appears on your dashboard. Oh, by the way you can drill into them into a bunch of the reports,

[Ian] Yes, you can.

[Craig] not this particular one, but bunch of reports especially trend lines and things you can drill into them.

[Ian] That’s right, and I think what’s highlighted that there are multiple things, you know, I’ve highlighted there is actually a page on HubSpot it talks about artificial intelligence at work in HubSpot and over the course of the years we know HubSpot have actually purchased products or businesses that specialize in artificial intelligence and then they have now integrated that into HubSpot. And it’s starting to surface a lot of that through the, for example, the SEO tool within HubSpot. It’s one of them, we’re gonna actually use it.

[Craig] Yeah, that’s right and look it’s it’s kind of pretty commonplace now. People are building the tools right left and center for all this kind of insight and analysis. And as we have, well, it goes back to the data sets doesn’t it?

[Ian] Exactly.

[Craig] ‘Cause we have more data to analyze, we can actually make quite useful and insightful predictive analysis.

[Ian] That’s right, and I think there’s another one that I’ve actually tried out and it’s a content intelligence platform, which actually hooks into HubSpot called Atomic Reach.

[Craig] I’ve heard of these guys

[Ian] Yes.

[Craig] actually, and I noticed when you sent it to me earlier, I was like, oh, I’ve got to log in.

[Craig] Correct.

[Craig] Oh, it’s expired I must have tried a long time ago ’cause I love trying out tools. You know, folks if there’s any tools you’d like us to try just send us a login. If you’re a vendor and you’ve got a tool that you’d like us to try out and maybe mention on the show send us a login and we’ll take a look, always keen to check these things out.

[Ian] That’s right, so we encourage you to actually have a look at it because it can make a difference.

[Ian] All right, Craig, on to our HubSpot marketing feature of the week and this is about avoiding workflow mistakes.

[Craig] This is a HubSpot blog and you know how we’ve done a few episodes. This almost felt like, I was wondering if this was, you know, how we had one on all the big mistakes we see?

[Ian] Yes.

[Craig] And then we had another one on workflows? This was kind of great combination of those two ideas, I’m not saying they took the idea from us at all but I just kind of flagged in my mind, oh yeah, this is a really good post. Why didn’t we do an episode called, Avoiding Workload Mistakes? Anyway, it’s a really good post. They go through a few things, five key ones actually. The one that I wanted to highlight is a bit of a gotcha. I hadn’t really thought of this but talking about using delays in workflows especially at the start of a workflow, which I actually kind of do by default anyway.

[Ian] Yes you do, yeah.

[Craig] But it turns out there’s a good reason for doing that and that’s because often a contact, so they fill out a form, submit, it can be just a couple of seconds before some of those fields are updated on a contact. And so the the author of the post was saying, let’s say you had a workflow triggered by a form submit.

[Ian] Yep.

[Craig] That then works on the contact. There might be fields on that contact that aren’t updated until after they’ve already been into the workflow.

[Ian] Okay.

[Craig] So the point is if you’ve got entry criteria that are dependent on a few things, not only the form but also contact properties, they may or may not actually fire correctly. So, it was one of those things where put a delay at the study workflow, if someone gets into the workflow and maybe they shouldn’t have. Well, you’ve probably got a goal or some exit criteria to get them out. But just this idea what if you had branching that relied on some of those criteria maybe something that they had entered in the form. Unless you had a delay, it might not have picked those up correctly. So they call that a workflow mistake to avoid. I call that a deficiency in HubSpot ’cause there’s a delay before the HubSpot should take care of that for you surely.

[Ian] Yes.

[Craig] However, the point remains just be smart about that and it’s pretty simple to put a minutes delay at the start of every workflow just for good measure.

[Ian] And what’s a good time for a delay, Craig?

[Craig] I’d go the minimum so like a minute.

[Ian] Minute, yes.

[Craig] Like I don’t think you can choose seconds, but yeah, all you need is 10, 20 seconds.

[Craig] Now, we’ve run into this before, right? Because when you have multiple forms and you go form submit on one page, goes to the next page, and the deck doesn’t pre-populate with what they’ve put in the previous form. It’s because there’s that slight delay in the record getting updated and then pulled back. So we’re aware of it, I just hadn’t thought of it in terms of workflow so good tip there thanks.

[Ian] Yeah. So I think if you’re in marketing, which some people might not realize, if someone inputs data in a form, it actually has to go into HubSpot and then if you’re trying to collect it on the second page to display it again or to pre-fill it, it actually needs to come back. So it’s doing this two-way journey, it’s not just passing it from one page to the next just so be aware of that. All right, Craig, HubSpot sales feature of the week. This is one we have been talking about as we look more to deal stages, and this is a report that’s available where it talks about the time in deal stage. I know for a fact people look at this and they try to understand where the parts of this sales flow is stalling or are things, particular things, happening at stages and it’s taking too long? And so we’ve been looking at this across multiple clients to understand which stage is actually taking too long and you’ll probably see from a screenshot in my example which stages are being totally missed altogether and nothing’s actually going in there or they’re basically skipping that stage in the sales process. So that might be an indication as to understanding why it’s needed or why it’s not needed. So what’s interesting is you’ll see that they calculate an average time and in this particular report I’ve showed you it’s got two-months worth of data there. So it’s got the current month and the month before. That gives you averages.

[Craig] Yeah, what’s the data set for this particular one? Seems quite different. Yeah, all the deals be interesting to know how many are going into that.

[Ian] It’s actually the deals closing in the next 30 days.

[Craig] Yeah, right.

[Ian] So you’ll see that and I’ve got obviously a date range of 30 days. So you can play around with this and massage it however you see fit.

[Craig] Yeah, but that’s exactly right not in that second stage in the sales pipeline. No one in there they’re just skipping over so good indication that you might not need it.

[Ian] That’s right or you might end up finding that there are things that sit in a deal stage that never end up moving because maybe a deal actually is stalled for some reason and no one’s actually moved it on.

[Craig] Ah, well that’s interesting. So let’s say something was caught in a deal stage. Instead of putting zero surely it would just have the total time frame so far.

[Ian] Correct.

[Craig] I wonder how they calculate? That’s interesting is it based on that actually moving out of a stage or is it based on it moving into a stage?

[Ian] Correct, exactly. So there you go but I think it’s overall a really useful report if you’re not using it to actually find out where in your sales process things are getting stuck and encourage you just to at minimum add it to your dashboard.

[Craig] Ah, absolutely right. This wasn’t in the earlier versions of HubSpot and I remember clients saying we need time in deal stage time in deals how you are now doing all this ridiculous exporting out to spreadsheets to calculate it. So it’s great that’s in there. Most sales managers live on this report, it’s crucial to them. Or a good sales manager will be looking at this closely. Yeah, excellent.

[Ian] All right, Craig, on to our HubSpot gotcha of the week, and this is to do with Slack notifications for inbox email conversations.

[Craig] All right.

[Ian] It’s a bit of tongue twister right there.

[Craig] Yeah, that’s right. Conversations, which I don’t know if I like the name or not.

[Ian] Yeah, so now this can include email and Tratchat.

[Craig] Yeah.

[Craig] And possibly Facebook chat as well.

[Ian] Correct, which will come.

[Craig] Yeah, I haven’t actually implemented that. This gotcha is, so we’re using conversations for support. So we’ve got a team in box set up going into conversations in HubSpot and that’s the support basically, the support desk for our brands. There’s an option to get Slack notifications when you look at the inbox settings. I said, oh great, because whenever a new conversation comes in to the team inbox we just want to note in our Slack channel, bang now there’s someone, jump on it quickly. Anyway, turns out the gotcha is that only works for chat conversations not email conversations. So it’s like, oh okay, and it is there, and I’ve actually highlighted it in the screenshot. So it does actually say that but I totally missed it. And, of course, I got onto HubSpot support, and I’ll tell you what HubSpot support they never, they’re less than five minutes now. I just get the phone call every time. They call me, anyway, they sorted this out for me. They go, oh yeah, no, actually that’s not the case and you can’t actually get notifications in the Slack channel for email conversations. All right, so that’s the gotcha, but what you can do is get personal notifications in your HubSpot notifications settings for your personal profile

[Ian] Yes.

[Craig] to go into the HubSpot app channel.

[Ian] That’s right.

[Craig] So not an actual hash channel in Slack but into your own HubSpot channel. So we’ve just got some screenshots showing how you set that up

[Ian] That’s right.

[Craig] and it’s for basically get notifications for an email conversation that’s unassigned or is assigned to you and there’s a whole bunch of them as well.

[Ian] That’s correct and this is in your individual profile preferences?

[Craig] Yes.

[Ian] Where you need to actually have the global notification for Slack turned on.

[Craig] Yes.

[Ian] And then go check what are the different notifications you can have and enable them and we have highlighted them in the show notes. If you ever get stuck just head over to this episode.

[Craig] Yeah, and you’ve basically got to get all your team to do it individually on their own profiles. You can’t kind of force it globally.

[Ian] All right, Craig, onto the marketing tip of the week. Any FAQ schema to a webpage by a Google Tag Manager.

[Craig] Yes, I wanted to throw in one for the geeks here. So this is two things schema markup on your web pages and two using Google Tag Manager to do it. I’m not going to go into it but there’s a link here to their post but here’s the two takeaways. First, schema markup is really important for Google SEO.

[Ian] Yeah.

[Craig] An FAQ markup is probably one of the easiest or that many people would have on their website. So if you’ve got an FAQ page on your site, you can actually create FAQ schema markup and that kind of sits behind the page. Google looks at it when it’s crawling and goes, oh right, I’ll pull this out as some can often pop up in, you know, questions people ask. The second thing as well, we kind of have to do that in our web content management system. How would we do it? So, for example, how would you add it to a page in a HubSpot page?

[Craig] It’s actually pretty hard.

[Ian] Yeah.

[Craig] So here you can use Google Tag Manager to do it so the second takeaway is if you’re not yet using Google Tag Manager you should.

[Craig] It’s time to get onboard.

[Craig] You’ve got to be using Google Tag Manager not only for inserting Google Analytics and other scripts, but for doing things like this it’s gonna become more and more the case.

[Ian] All right, on to our insight of the week, Craig, and we’re going to talk about the value of tools. And this is driven really by a conversation that we had in Inbound thought of the week, which was about artificial intelligence and what is uncovering through data by the use of platforms that we’re using. So do you consider tools to be a cost or an investment in your business?

[Craig] That’s right that’s the question to ask, right, because if you ask most business owners who are paying for it we want to get this tool, x, y, z and told to do something they’re like, “Oh, how much does it cost?” And really, what you should be saying, oh, how much does it save? So, I mean, you know my agency and I know your agency. We use tools a lot. I mean, HubSpot’s a tool, right?

[Ian] Correct.

[Craig] And it’s an expensive tool, and yet, how much does it save us? Incredible.

[Craig] So, what the insight we’re trying to get across this week is really about thinking of it more as a cost saving, and that’s what we’re trying to what’s the value of a tool? And, in fact, going further, often the saving is in versus staffing. So by a tool or hire staff? And think about, well, how many staff do you need to do certain tasks that they’re doing now? And can you replace that with a tool? And so, we use a ton of tools.

[Ian] Yes.

[Craig] And I know you do as well, and we’re always looking for more tools to use ’cause it makes us more efficient. But it’s not only efficiency, it’s also repeatability, it’s also about accuracy, and therefore, the opposite of that, which is avoiding errors it’s all these things. So the question is how can you think about using tools instead of using staff? That’s the first thing. Here’s the flip side. What are you doing yourself, dear listener, that can be replaced with a tool? What are you doing today that can be replaced with a tool? Because if it could be replaced with a tool, why are you still doing it? And, in fact, you need to be thinking about what are you going to be doing tomorrow? So it’s not only oh, yeah, great for you replace the team with tools, it’s like someone’s gonna replace you with a tool. So how are you actually adding value?

[Ian] Correct, and, you know, a lot of the tools that are really good actually show you, for example, time you saved from using their tool to achieve a particular task or outcome. And there’s a particular tool that we both use that does that in the paid advertising space, so I think that’s fantastic. And if you think about all the tools that you use and calculate what that saving is on the outcome you’re getting, and the speed you’re getting it at, I think that will more than pay for it. So we’d love you to actually tweet us and tell us what tools you’re using in your day-to-day life, could be in your business but, I mean, there are tools that we use in our day-to-day life. A really simple one I’ll share with you is on the iPhone, right? I was using it the other day, I’ve got an iPhone 10. The way I was swiping across to get to different apps, some of my friends saw me and they go, “Hang on, can you do that?” Instead they were like closing the app they were in then going back to the home screen and then searching for the app that they wanted to open and then opening the app, move your finger at the bottom of the screen, you can actually slide between all the open apps on your phone.

[Craig] I did not know that. Can I do it on my iPhone SE?

[Ian] There is a similar thing on an iPhone SE.

[Craig] Oh, okay cool.

[Ian] So that’s one another one

[Craig] But hang on that’s not you’re not exactly replacing staff members with that. That’s a hack, I don’t know if that’s a tool.

[Ian] That is a hack. And, you know, this is what I’m saying is that there are lots of different, I say, apps on your iPhone that can help you save time or remember things better or get things done faster where you might have been taking longer time to do.

[Craig] No, that’s exactly right so it’s all around efficiency. Now, look, some of the tools, so what tools do you use in your agency or even with your clients in terms of marketing that actually are saving, you mentioned one before, which was Optimizer I think you were referring to?

[Ian] Yes, correct. Atomic Reach is another one that I’ve been testing out. We use Ahrefs.

[Craig] Yep.

[Ian] That’s right.

[Craig] Or is it SEMrush let’s have a debate about that.

[Craig] Yeah, things like that. Sanity Check is one we use it analyzes Google Search Console and just pulls out striking distance keywords. We used to spend hours doing that kind of analysis for clients. Now it just does it in a second. It’s always different tools AccuRanker data box, yeah, reporting just getting dashboards ready. I mean, you might think our reporting’s not really that groundbreaking till well when it’s beautiful to use automated updates automatically and can be just shared with the client. That’s saving tons of hours

[Ian] That’s right.

[Craig] and that’s giving them real-time insight so, yeah, bunch of tools.

[Ian] Yeah, and Zapier.

[Craig] Zap it, ah!

[Craig] And we both use it for different things. So you use it to push data from one system to into HubSpot. Zapier is our and Tara one of our team, she just loves Zapier now. The things she is doing with Zapier.

[Ian] Yes.

[Craig] It’s incredible.

[Ian] You know, if anything you take out of this whole conversation. If you just go and look at Zapier and figure out what are the things you can automate or speed up? And you’ll see like there’s a whole, if you put in the tools that you’re using you’ll get a whole bunch of recipes. I’d encourage you just to go and do that.

[Craig] Well, and let’s just finish with pulling this back to HubSpot,

[Ian] Yes.

[Craig] And, in fact, workflows. As we’ve said in many episodes, just setting up well-thought-out workflows alone can save you hours and hours. The price of admission alone for HubSpot.

[Ian] Absolutely. All right, Craig, on to our podcast of the week. Inbound Happy Hour.

[Craig] Shout out to Chris Higgins.

[Ian] That’s right, Inbound Happy Hour dot com. Episode 1 is live.

[Craig] There you go, Inbound Happy Hour, good name.

[Ian] That’s right. All right, on to our resource of the week, Craig.

[Craig] You’ve got two blog posts from Kristi Hines, wonderful writer been following her for years. She’s got two monster posts they’re both about example ads and she’s basically taken a whole bunch of screenshots of Facebook ads and LinkedIn ads across various industries and things like that. And what’s great is you see the engagement each of these ads have. So if you’re after a bit of inspiration on ads that are getting responses on those platforms have a look at these, and yeah, let us know if you actually find something that works for you.

[Ian] If anything go through them because you might actually gain some inspiration of what is working and what’s not, what you have not tried before.

[Craig] The things that I noticed is the imagery that is often used depending on industry, like some industries they just use nice images and the messaging is in the text underneath. And then other industries they use, you know, image that really has a lot of text in the image. And look it’s always just a measure, but I actually find that interesting. You know one of our clients where we both spending a lot of time creating these elaborate banners with their logo and branding and all of that. We did a few tests around just like using stock images, I’m almost embarrassed to say, and they got much better response. People just like these inspirational or aspirational images

[Ian] Yeah.

[Craig] pushing through to download a brochure and stuff like that so it’s just around test and measure.

[Ian] Yes.

[Craig] That’s how it works.

[Ian] And that’s what you will probably see across platforms now especially Google Ads giving the machine images, headlines, descriptions to actually test combinations and see what works and then use that in your collateral and so on. Well, Craig, on to our quote of the week, “You don’t have to be big to make a big “difference in the world,” and that’s from Norbert.

[Craig] Norbert the dog who we love you Norbs on Instagram. He’s an Instagram celebrity.

[Ian] He is.

[Craig] It’s so cute my goodness, But the wisdom.

[Ian] That’s right. So we’d encourage you to go following Norbert the dog and actually see what’s going on. As always, there are a few bonus links of the week. We’d love you to leave us a star rating on Apple Podcasts as this really helps us. You don’t have to write anything just click how many stars you like us and that will help us greatly. And we’d love you to share the podcast with anybody else in your team that would benefit from listening to this and learning about HubSpot. Well, Craig, 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.

HubShots Episode 162: Avoiding HubSpot Workflow Mistakes and Replacing yourself with Tools

Episode 161: Marketing Newsletters to subscribe to, plus the HubSpot Drag and Drop Email editor

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does.

This episode we look at HubSpot’s drag and drop email editor, plus a gotcha when using Facebook Lead Form Ads that sync to HubSpot and some sales pro tips.

Listen to the episode here: https://soundcloud.com/hubshots/161-marketing-newsletters-to-subscribe-to-plus-the-hubspot-drag-and-drop-email-editor/

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Tuesday 04 June 2019 | Published: Friday 14 June 2019

Shot 1: Inbound Thought of the Week

A new mission for INBOUND?

LEARN HERE.

TAKE YOUR JOB BY STORM.

250+ SPEAKERS. NIGHTLY PARTIES. INTERACTIVE SESSIONS.

Agenda is available

What is INBOUND?

INBOUND celebrates the helpful, human side of business.

INBOUND is a community of people who are passionate about marketing, selling, and delighting customers in an inbound way.

Only 90 days to go…

https://hubshots.com/inbound-countdown/

Grow Better.

Shot 2: HubSpot Marketing Feature of the Week

New drag and drop email editor.  Nate (Nathaniel Medina) from the product marketing team says that users are saving on average 12 minutes of time creating and publishing emails.

Email Better.

Shot 3: HubSpot Sales Feature of the Week

Adding a contact to your phone contacts and then in 3 clicks.  Why is this good?  You get to have the contact on your phone so you can identify them when they contact you.

IMG 6954

IMG 6953

Bonus tip: if you put in the Company field (on iPhone/iOS) what you are talking to them about or what they enquired about when they ring then you will be instantly reminded.  Thank you Danny for the tip!

IMG 6956

Answer Better.

Shot 4: Marketing Gotcha of the Week

If you are running workflows against custom properties and you have an identical question in a Lead Ad it will get created in the Lead Ad Properties.  So you need to check that property too!

Property settings

Check Better.

Shot 5: Marketing Tip of the Week

Email newsletters we love

  • What the AFF – daily tactical round up of tips and tools for digital marketers eg Facebook hacks
  • Morning Brew – daily update on what is happening in technology and business, very useful for understanding consumer and business trends.

Eg WTAFF alerted me to some interesting stats such as this recent nugget about LinkedIn video:

“According to LinkedIn, users are 20x more likely to share a video on the platform than any other type of post.

In terms of paid ads, users now spend 300% more time watching video ads compared to the time spent looking at static Sponsored Content.”

And Morning Brew introduced me to the term ‘three comma club’ (someone who is a billionaire).

Inbox Better.

Canva

If you quickly want to create a email header, change a Facebook cover, create some social images this is a great place to start.

Home   Canva

Stencil is another one that is great for creating social images:

Design Better.

Shot 6: Insight of the Week

From Apple’s World Wide Developer Conference.  It is becoming clear that device handoff is becoming more and more seamless.

https://youtu.be/izSg1YUvpAA?t=429

Handoff Better. Spend Better.

Shot 7: Quote of the Week

“The price of entrepreneurial success is discipline and structure.”

The Road Less Stupid – Keith Cunningham

Structure Better.

Shot 8: Bonus Links of the Week

https://www.iqseo.org/seo-audit-checklist/

Please leave us a simple star rating as this helps us Improve Better and reach more marketers.

Episode 161: Marketing Newsletters to subscribe to, plus the HubSpot Drag and Drop Email editor

Episode 160: HubDb is actually pretty simple

Welcome to Episode 160 of HubShots!

This episode we investigate HubDB and whether you need to be a geek to use it. Also, restoring contacts and deals in HubSpot, plus fixing up what Facebook shares about a website page after you’ve updated it.

Listen to the episode here: https://soundcloud.com/hubshots/160-hubdb-is-actually-pretty-simple/

HubShots, the podcast for marketing managers and sales professionals who want to grow better with HubSpot, hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Subscribe to our Spotify channel here: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Follow us on LinkedIn here: https://www.linkedin.com/company/hubshots/

Recorded: Thursday 30 May 2019 | Published: Friday 07 June 2019

Shot 1: Inbound Thought of the Week

We are now on Spotify: https://open.spotify.com/show/7oee8w41riN5aRNrLKT2ar

Shout out to Paul – good to chat with you over a coffee this afternoon.

Shot 2: HubSpot Marketing Feature of the Week

Using HubDB:

https://blog.hubspot.com/customers/website-editing-made-easy-hubdb

Good overview of using HubDB:

https://academy.hubspot.com/lessons/hub-db

Why mention this? Because it is going to become common usage – it may seem like it’s something for the geeks at the moment, but it will quickly become mainstream with HubSpot users. Don’t get left behind!

Manage duplicates feature rolling out in Contacts section (under the Actions menu):

Contacts 3

See also Restore contacts (and see our next Shot for restoring Deals)

Shot 3: HubSpot Sales Feature of the Week

Restoring deleted deals.  Did you know you can restore deals deleted in the last 90 days?  Go to Deals > Actions > Restore Deals

Recycling Bin 1

Shot 4: Marketing Gotcha of the Week

Had an issue where old page titles were still showing on Facebook when sharing a page on Messenger.

So we went to the Facebook Open Graph Object Debugger

https://developers.facebook.com/tools/debug/og/object/

IMG 05663308B89D 1 1

Checked existing information and then requested a new fetch of the information.

Shot 5: Marketing Tip of the Week

SEO in 2019

Brian Dean is back with another corker:

https://backlinko.com/seo-this-year

(Takes about a minute to load the page it is that massive! Wonder if that is good for his SEO)

And Aja Frost is continuing her awesome blog posting with an overview of GDS:

https://blog.hubspot.com/marketing/google-data-studio

GDS is something else that is going to become mainstream.

It’s still a bit overwhelming for a new user, but is getting much easier to use.

Tara, on our team, is becoming a GDS master at the moment.

Shot 6: Insight of the Week

HBR Quick Take: 7 questions every CMO wants to ask Google

https://www.thinkwithgoogle.com/consumer-insights/quick-take-youtube-questions-for-google/

https://youtu.be/hSzCI5j4YPM

I’m ready to be dragged and dropped.

Here are some key takeaways:

  • CMOs are interested (not surprisingly) in how to drive growth, given that technology and behaviour is changing so rapidly.
  • Companies need to be rooted in data and experimentation to rapidly iterate their marketing.
  • People are impatient.  They want things now and don’t wait for slow loading mobile websites (4 seconds is too long!).
  • People are researching everything. Every consumer has a research mindset and investigates deeply before purchase (even things like toothbrush selection, which previously would only be a matter of choosing from selection at a store – are now research-based decisions).
  • The advantage of this behaviour shift, when combined with the tech platforms out there, is that small businesses have the ability to compete with large businesses – something they haven’t been able to do in previous decades.

Follow Tara Walpert Levy on Twitter here: https://twitter.com/tarawlevy

Shot 7: Retirement of the Week

HubSpot seems to have ‘retired’ announcing any updates.

We need a new Update by Stealth Shot section in the show lol.

https://www.hubspot.com/product-updates/topic/all-updates

Shot 8: Resource of the Week

Google’s quality rater’s guidelines updated:

https://www.mariehaynes.com/google-updated-qrg-quality-2019/

Summary: it is all about ‘page quality’

Shot 9: Quote of the Week

“the more you want your goal, the more effort you will put in – it’s not that we can’t do something, it’s that we have a low desire”

Matthew Michalewicz

Shot 10: Bonus Links of the Week

Facebook Groups getting hacked:

https://marketingland.com/turns-out-some-groups-axed-by-facebook-for-content-violations-were-hacked-261184

https://www.authorityhacker.com/million-serps-analyzed/

https://theupperranks.com/blog/link-case-study

https://lumapartners.com/content/presentations/lumas-state-of-digital-media-2019/

Google Analytics reports you may not be aware of:

https://www.searchenginejournal.com/google-analytics-reports/307257/

https://www.simoahava.com/analytics/custom-templates-guide-for-google-tag-manager/

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

Episode 160: HubDb is actually pretty simple

Episode 159: Tips, tricks, tools and resources roundup for marketers

Welcome to Episode 159 of HubShots!

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

This episode we chat through a round up of tips, tricks and tools for marketers including GA and Davinci Tools, discuss what ‘long tail’ means, plus welcome back Inbound Buzz.

Listen to the episode here: https://soundcloud.com/hubshots/159-tips-tricks-tools-and-resources-roundup-for-marketers

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Monday 20 May 2019 | Published: Friday 31 May 2019

Shot 1: Inbound Thought of the Week

Improving your understanding of Google Analytics:

https://blog.hubspot.com/marketing/google-analytics

A very useful and thorough overview of Google Analytics – well worth a read (or even just a skim through).

Need more Inbound Buzz?

We’ve been missing some Buzz in our Inbound Shot – thankfully Moby has returned to save the day:

https://www.redpandas.com.au/is-hubspot-too-expensive-plus-marketing-takeaways-from-facebooks-f8-conference/

A useful review of all the marketing related takeaways from Facebook’s F8 conference.

Spoiler: If you thought you were going to avoid using Facebook Messenger in your business, think again.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Reports

New course in HubSpot academy:

https://academy.hubspot.com/courses/building-custom-reports-in-hubspot

Aimed at HubSpot Pro and Enterprise users (ie not Starter or Free)

Some key thoughts:

  • The value of having custom properties is especially useful when considered in terms of reporting
  • Workflows are an often overlooked way of setting custom properties (and then for use in reports)

Shot 3: HubSpot Sales Feature of the Week

Sorting Deals on the Deals Dashboard

Deals

Shot 4: HubSpot Gotcha of the Week

Large video uploads.

The ‘supported’ file size is stated as being 2GB, however, this will often fail if over 1GB.

Shot 5: Marketing Tip of the Week

What does it mean when we say ‘long tail query’?

https://twitter.com/willcritchlow/status/1128314318271991808?s=12

Will Critchlow on Twitter   SEO folks  When you reference  a long tail query  do you mean   Trying again   deleted last poll as I phrased it ambiguously  Sorry

Originally the term meant ‘low volume’, but it has got confusing in the last decade.

Shot 6: Insight of the Week

Should you pay attention to your META descriptions.

Answer: Yes, but don’t be too precious about them.

Consider this (small) study about how often Google rewrites page meta descriptions:

https://strategiq.co/google-rewrites-meta-descriptions/

Caveat: tiny sample size, small test, results aren’t confident.

However, they are useful for prompting reflection.

Summary: Assume Google rewrites your page descriptions, and predominantly on lower ranking pages (eg on page 2 and lower).

Google will rewrite your meta descriptions if it thinks it can do a better job. Sometimes it is good at this, other times not.

Takeaway: if you are seeing your meta descriptions being rewritten regularly, think through the intent of the page – it’s potentially at odds with your description.

General guidelines: Write your meta descriptions as a call to action, highlighting the value of what people will get if they visit the page.

Shot 7: Thank You Page of the Week

Good landing page:

https://offers.hubspot.com/how-to-conduct-technical-seo-audit

How to Conduct a Technical SEO Audit

And it goes on and on and even includes an embedded preview.

But what I like most is the Thank You page:

Thank you for downloading your copy of  How to Conduct a Technical SEO Audit

The upsell is to a course on their HubSpot academy.

Get people sticky on the training. Very good upsell.

Shot 8: Resource of the Week

Da Vinci tools – Chrome extension for marketing geeks to add functionality to GA, GTM, Ads and GDS:

https://www.davinci.tools/

https://support.davinci.tools/

The heatmap tools are really useful:

https://support.davinci.tools/knowledge-bases/2/articles/79-adwords-features

getorganizedwizard com   getorganizedgal com   www getorganizedwizard com

Easily highlight high and low engagement pages

Shot 9: Quote of the Week

“If you look closely at decisions that don’t initially make sense, you’ll likely see status roles at work. The decision didn’t make sense to you, but it made perfect sense to the person who made it. We spend a lot of time paying attention to status.”

Shot 10: Bonus Links of the Week

Hyper-verticalisation

Disintermediation

And other terms you should understand:

https://medium.com/craft-ventures/linkedin-is-the-new-craigslist-39e71238e995

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

HubShots Episode 159: Tips, tricks, tools and resources roundup for marketers

Episode 158: The Magic of HubSpot Snippets

Welcome to Episode 158 of HubShots!

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

This episode we chat about HubSpot Snippets and how they can help you systematise a whole bunch of processes. Plus scheduling HubSpot popup forms.

Listen to the episode here: https://soundcloud.com/hubshots/158-the-magic-of-hubspot-snippets

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Thursday 16 May 2019 | Published: Friday 24 May 2019

Shot 1: Inbound Thought of the Week

Michele’s book for introverts, titled How to be an Introvert in an Extrovert World is now a finalist in two book awards. If you are an introvert – or interested in how introverts think – check it out.

Testing new HubShots covers – let us know what you think:

hubshots cover 500

Shot 2: HubSpot Marketing Feature of the Week

Scheduling on popup forms: For existing popups you can now set an End time:

Pop Up Forms   HubSpot

If your popup is not yet published, you can also set Publish Start times:

Pop Up Forms   HubSpot 1

Only seems to be available in Pro and Enterprise, not in Starter or Free.

Shot 3: HubSpot Sales Feature of the Week

Collecting all the data you need in the right contact properties.

Why is this important?  Because we discovered sales teams have internal processes that they do adhere to.  Like sending an email to accounts to have an account set up in SAP.  So we created a snippet that all the necessary bits of data so it could be used in a task for account setup.

Snippets   HubSpot

Shot 4: HubSpot Gotcha of the Week

There’s no way to tell from the contact timeline which social post a person clicked on that brought them to the site.

Would be nice if HubSpot could incorporate that into the timeline.

There’s an Ideas forum entry you upvote if you agree:

https://community.hubspot.com/t5/HubSpot-Ideas/Track-which-social-posts-result-in-contacts-created/idc-p/270188#M34766

Shot 5: Marketing Tip of the Week

Using Google search operators:

https://builtvisible.com/how-to-use-google-advanced-search-operators-to-find-indexation-and-technical-seo-issues/

The Exclude operator is handy eg you can exclude terms or sites from the search results eg:

hubspot podcast -hubspot.com

hubspot podcast  hubspot com   Google Search

This will return a list of results that excludes anything from the hubspot.com domain.

Shot 6: Insight of the Week

Google’s new advertising features

https://adsonair.withgoogle.com/events/marketinglive/watch?talk=day1-keynote3

Watch   Ads Innovation Keynote

“En route to a client meeting across town in a taxi cab but need to launch a last-minute holiday campaign? Google’s Android and iOS app now lets you write the search copy, optimize the headline, place bids and set budget constraints from your smartphone.” lol

https://marketingland.com/key-takeaways-for-brands-after-google-marketing-live-2019-261115

Shot 7: Podcast of the Week

Shoutout to the HubCast – a long time favourite and inspiration of ours

https://www.impactbnd.com/hubcast-podcast-hubspot-strategies

With Carina Duffy and Markus Sheridan

Shot 8: Resource of the Week

Fun tool for generating filler text, related to a topic (rather than using lorem ipsum) – it pulls from Wikipedia:

https://www.boom-online.co.uk/lorem-ipsum/

The World s Best Industry Specific Lorem Ipsum Generator

Shot 9: Quote of the Week

A quote on advertising:

“Don’t tell me how good you make it; tell me how good it makes me when I use it.” – Leo Burnett

Shot 10: Bonus Links of the Week

Things to review when doing a website redesign, so that your SEO isn’t adversely affected:

https://www.suganthan.com/blog/website-redesign-seo/

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

Episode 158: The Magic of HubSpot Snippets

Episode 157: 3 Big Mistakes we see Clients make in their HubSpot portals

Welcome to Episode 157 of HubShots!

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

This episode we look at 3 Big Mistakes we see Clients make in their HubSpot portals, and how you can ensure you don’t make the same mistakes.

Listen to the episode here: https://soundcloud.com/hubshots/157-3-big-mistakes-we-see-clients-make-in-their-hubspot-portals/

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

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Wednesday 08 May 2019 | Published: Friday 17 May 2019

Shot 1: Inbound Thought of the Week

3 Mistakes we see in HubSpot Portals

Mistake #1: Not adding email Subscription Types

Settings 9

Bonus mistake: Not enabling the resubscribe option

Settings 10

Not tweaking the design of the unsubscribe page (you Edit page in the Subscriptions screen)

Settings 7

Mistake #2: Not getting a naming convention in place and having a proper structure to organise files

Important for naming everything:

  • Lists
  • Workflows
  • Folders
  • Emails
  • Forms
  • Pages
  • Campaigns

Mistake #3: Not setting permissions for users

Especially for sales teams eg disabling export of contacts

There are privacy considerations as well.

Settings 8

Bonus Mistakes:

Not excluding internal IPs (set this in the Report settings)

Not filtering bot traffic (set this in the Report settings)

Not adding Campaigns

  • At a minimum add in at least one campaign

Shot 2: Listener Question of the Week

Should I use a sub-domain versus a sub-folder for my blog?

This was a question from one of our listeners – Joe – he asks:

“Hi Guys, love the podcast and thought I would reach out with a question I am hoping you’ll be able to help with. We are getting a lot of resistance from our SEO consultant regarding our blog sub domain. He is insisting that the hubspot blog sub domain is not the right way to structure our blog. I’ve spoken to a few people and read a few articles but I am still in the dark. We are currently planning our new website and I want to make sure we are doing all we can to do it right!”

There’s a combination of SEO thoughts and setup/maintenance thoughts.

The considerations:

  1. Do you have the option of combining into one domain with a sub-folder?
  2. If so, then for ease, aim for a sub-folder for your blog
    1. It’s easier to manage (styling, GA insertion, no need for cross domain tracking, etc)
    2. There’s a possible easier rankings benefit
  3. If not, don’t be too concerned however, since Google is getting much better at seeing them as the same: https://youtu.be/kQIyk-2-wRg?t=675

Shot 3: HubSpot Marketing Feature of the Week

Using Drafts in HubSpot Social tools

Very handy for saving a list of draft posts, that have their scheduled date set.

Other social tips:

https://blog.hubspot.com/customers/5-tips-supercharge-social-media-strategy-hubspot

Shot 4: HubSpot Sales Feature of the Week

Running team reports in HubSpot Reports:

https://blog.hubspot.com/customers/4-next-level-hubspot-reports-run-teams-activities

https://app.hubspot.com/learning-center/lessons/343/1842

Shot 5: HubSpot Gotcha of the Week

We had an issue where we were creating a Deal based on a customer lifecycle stage change to opportunity.

Lifecycle sync stages

https://knowledge.hubspot.com/articles/kcs_article/contacts/how-can-i-manage-the-automatic-syncing-of-lifecycle-stages-between-associated-records

sync lifecycle stages to associated contacts and companies

Shot 6: Insight of the Week

More on bots driving internet traffic (a quick follow up from our episode last time)

https://thenextweb.com/security/2019/04/17/bots-drove-nearly-40-of-internet-traffic-last-year-and-the-naughty-ones-are-getting-smarter/

https://resources.distilnetworks.com/white-paper-reports/bad-bot-report-2019

Distil Networks’ 2019 Bad Bot Report investigates the daily attacks that sneak past sensors and wreak havoc on websites. It’s based on 2018 data collected from Distil Networks’ global network and includes hundreds of billions of bad bot requests anonymized over thousands of domains.

Ie quite a reasonable data set 🙂

Marketing industry comines in #5 on the naughty list:

bad bot report 2019

Shot 7: Retirement of the Week

HubSpot has removed the ability to set up individual notifications for Collected Forms

https://community.hubspot.com/t5/HubSpot-Ideas/Implement-ability-to-choose-which-Non-HubSpot-forms-send-a/idi-p/268562#M34136

While we’re talking about HubSpot form options…

Can’t push HubSpot forms to MailChimp:

https://community.hubspot.com/t5/HubSpot-Ideas/HubSpot-MailChimp-Integration-Push-HubSpot-Form-submissions-to/idi-p/268575

Shot 8: Resource of the Week

Linking GA and Google Ads:

https://marketingplatform.google.com/about/resources/linking-analytics-and-ads-solution-to-todays-marketing-challenges/

Facebook Event tool:
https://www.jonloomer.com/2019/04/22/facebook-pixel-event-setup-tool/

Keyword research tip:
https://www.kevin-indig.com/a-better-approach-to-keyword-research-for-content-marketing/

Generating fake people:
https://futurism.com/ai-generates-entire-bodies-people-dont-exist

Shot 9: Quote of the Week

“I don’t look to jump over seven-foot bars. I look for one-foot bars that I can step over.”–Warren Buffet

Shot 10: Bonus Links of the Week

Google doesn’t support noindex in robots.txt

https://twitter.com/methode/status/1118882877289189376

Event spam in GMB
https://ohgm.co.uk/event-spam-seo/

Email outreach
https://backlinko.com/email-outreach-study

https://www.adstage.io/resources/q1-2019-ppc-benchmark-report-2/

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

3 Big Mistakes we see Clients make in their HubSpot portals

Episode 156: All about Marketing and HubSpot

Welcome to Episode 156 of HubShots!

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

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does: “Thanks for creating this podcast, it’s awesome, … I listen to it, and I enjoy it.”

This episode we focus on Marketing tips and tricks with HubSpot, including HubSpot’s new Ad reports, using multiple LinkedIn conversions in campaigns, plus a frustrating HubSpot Starter Gotcha.

Listen to the episode here: https://soundcloud.com/hubshots/156-all-about-marketing-and-hubspot/

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Thursday 18 April 2019 | Published: Friday 10 May 2019

Make sure you check out episode 155 for our Sales focussed episode.

Shot 1: Inbound Marketing Thought of the Week

Is Inbound Marketing becoming Interruption Marketing again?

Is it just me, or has there been a resurgence of interruption tactics lately. Sites seem to have embraced annoying popups and gating again. And sometimes multiple interruptions, including:

  • General newsletter or offer popup
  • Popup to request to send push notifications for new content
  • Quiz requests and Spin to Win malarkey
  • Cookie consent popups that don’t remember you clicked them last time

These things go in trends – seems especially bad now, but then people pull back on them.

neilpatel com wants to and Neil Patel  Helping You Succeed Through Online Marketing

Btw offline I seem to be seeing this more as well – in the mall near my office there has been a big increase in people accosting me in the street, asking for donations to their charity or cause.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Ads Analyze reporting beta is rolling out in some portals:

Ads HubSpot

has some nice reports for highlighting campaign performance including both high cost and low cost campaigns:

Ads HubSpot

Shot 3: HubSpot Marketing Gotcha of the Week

You can’t style forms in HubSpot Starter or Free!

If you have used HubSpot Pro you’ll know how nice it is for styling forms, stacking labels, etc

But not in HubSpot Starter – turns out it is a completely different type of form and can’t be styled.

Support Inbox

I later discovered it actually gets inserted as an iFrame – yikes!

You’ll likely want to use a different form tool. However the good news is that you can still use HubSpot’s collected forms option to get the form submissions into HubSpot.

Shot 4: Marketing Tip of the Week

Use Multiple Conversions in LinkedIn ads.

One of the nice features about LinkedIn ad campaigns is you can select multiple conversion actions in a campaign.

Plus a really handy feature is you can create conversions later and then add them easily to existing campaigns.

This is one of the few areas where LinkedIn campaigns are much nicer to use than Facebook.

LinkedIn Campaign Manager

Shot 5: Marketing Insight of the Week

What is my real traffic?

The Bot traffic distraction.

Some studies have shown more than 50% of web traffic is automated, or bots.

This can cause confusion depending on what you look at for reporting.

For example, if you use Cloudflare and check the traffic stats, you’ll see very high numbers of ‘unique users’. However this includes crawlers and bots:

Analytics hubshots com Account Cloudflare Web Performance Security  Another example – using the social clicks reporting in HubSpot might be misleading as well – especially if connected with bit.ly for the click tracking.

Bit.ly will show many clicks a link gets, but these could be from automated social crawlers as well. They are often a lot higher than the actual visitors you’ll see on your site analytics.

Google Analytics (and other Analytics such as in HubSpot) can be more realistic. Especially if you have the GA setting to exclude bot traffic enabled (in the View):

Analytics

However, they suffer in the opposite way. If a visitor has ad blocking enabled in their browser, they will often be blocking general analytics scripts as well. Which means that the numbers you see in Google Analytics (or HubSpot) might actually be under-reporting actual traffic.

This is also one of the reasons why you can sometimes see a new contact in HubSpot, who has filled out a form, but has no pageviews. The form captured their details, but the ad blocking tool they use was blocking the HubSpot script for other tracking.

Takeaway: be aware that analytics reports are indicative only and might not be highly accurate. However they are good at showing trends and comparisons.

Shot 6: Marketing Resource of the Week

https://evernote.com/products/skitch

Shot 7: Marketing Quote of the Week

“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley

Shot 8: Bonus Links of the Week

https://blog.cloudflare.com/announcing-amp-real-url/amp/

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

HubShtos Episode 156: All about Marketing and HubSpot

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