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Episode 195 Encouragement amidst crisis

Episode 195: Encouragement amidst crisis

Welcome to HubShots Episode 195: Encouragement amidst crisis

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

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

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

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

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

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

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

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

Sentiment:

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

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

First, some opportunities

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

Second, the approach:

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

Third, the formats:

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

Fourth, the potential:

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

Shot 2: HubSpot Marketing Feature of the Week

Marketing Automation Workflows

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

Automate your marketing email nurtures

Shot 3: HubSpot Sales Feature of the Week

Sales Sequences

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

Automate your sales follow ups

Shot 4: HubSpot Extra of the Week

Nothing this episode

Shot 5: HubSpot Gotcha of the Week

Nothing this episode

Shot 6: Marketing Tip of the Week

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

There may be bargains in some of your audiences.

Shot 7: Insight of the Week

Nothing this episode

Shot 8: HubSpot Throwback of the Week

Nothing this episode

Shot 9: Resource of the Week

Nothing this episode

Shot 10: Quote of the Week

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

-John Maxwell

Shot 11: Bonus Links of the Week

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

Episode 195: Encouragement amidst crisis

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

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

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

– Who knew?

– So,

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

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

– Oh here you go guys.

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

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

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

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

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

– Excellent advice.

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

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

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

– Thank you.

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

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

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

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

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

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

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

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

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

– Some excellent point, well said.

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

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

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

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

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

– Wow, is what the show’s become ?

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

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

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

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

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

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

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

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

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

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

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

– Catch you later Ian.

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

Episode 194: HubSpot Forms Tips. Plus Google MyBusiness Teardown

Welcome to Episode 194 of HubShots!

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

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

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

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

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

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

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

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

Lol of the week

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

Shot 2: HubSpot Marketing Feature of the Week

Form Analytics

Really useful reports for showing form results.

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

hubspot form analytics

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

Shot 3: HubSpot Sales Feature of the Week

Overview of the HubSpot Lifecycle Stages

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

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

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

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

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

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

Shot 4: HubSpot Extra of the Week

HubSpot Progressive form fields versus Dependent form fields

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

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

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

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

Shot 5: HubSpot Gotcha of the Week

Understanding Form Options

Using a form for check-ins at a trade show

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

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

hubspot form options

Shot 6: Marketing Tip of the Week

Why Google MyBusiness?

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

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

Some interesting stats:

Google My Business   Drive Customer Engagement on Google

You can build your first website for free on Google!

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

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

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

Actions:

Follow your plan:

The Balcony Garden   Dashboard

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

Review your performance weekly:

The Balcony Garden   Dashboard 2

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

Have a look at insights:

The Balcony Garden   Insights 1

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

The Balcony Garden   Insights

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

Shot 7: Insight of the Week

Finding the Pain versus Creating the Pain

Good marketing = Finding the pain and providing a solution

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

Examples:

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

Be ‘good marketers’.

Shot 8: HubSpot Throwback of the Week

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

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

Shot 9: Resource of the Week

HubSpot’s Not Another State of Marketing Report:

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

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

state of marketing form

Shot 10: Quote of the Week

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

  • Warren Buffett

Shot 11: Bonus Links of the Week

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

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

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

Episode 194: HubSpot Forms Tips. Plus Google MyBusiness Teardown

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

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

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

– We are.

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

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

– Yes.

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

– The Super HUG.

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

– That’s right.

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

– What virus have you caught, Craig?

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

– And dogs.

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

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

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

– That’s right.

– I blame Moby.

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

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

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

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

– Get the special pricing.

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

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

– It’s a small world after all.

– That’s right.

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

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

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

– Mad branding going on there.

– Could be a branding opportunity right there.

– Have you got the domain spammonkey.com Craig?

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

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

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

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

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

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

– Exactly.

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

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

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

– Yes.

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

– Correct.

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

– That is a very good point, Craig.

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

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

– Well continuing with our–

– Form features.

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

– Or maybe what department do you work?

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

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

– Deeply powerful, Ian.

– That’s right. Deeply powerful, Craig.

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

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

– Not me, clear this.

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

– Yes, the cookieless option.

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

– That’s right.

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

– Correct.

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

– It’s the old past is new.

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

– Yes.

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

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

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

– Craig, what would you do without Tara?

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

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

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

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

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

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

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

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

– I reckon that’s a typo.

– It could be.

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

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

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

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

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

– Correct.

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

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

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

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

– It’s all about comparing yourself to others.

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

– That’s right.

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

– Yes, correct.

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

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

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

– Yes.

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

– Yeah, that’s right.

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

– Correct.

– Good marketing.

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

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

– Yes?

– Marketers haven’t ruined it yet.

– Correct.

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

– Yeah.

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

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

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

– Correct.

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

– There’s some great report in there.

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

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

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

– They are.

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

– Oil is going down.

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

– What would Warren know?

– What would he know?

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

– I’ll see you on TikTok, Ian.

– Thanks everyone.

– Thank you for listening to this episode of HubShots. For show notes, resources, HubSpot news, including practical strategies you can implement, visit us at hubshots.com.

Episode 193: HubSpot Quotes. Again. And SEO

Episode 193: HubSpot Quotes. Again. And SEO

Welcome to Episode 193 of HubShots!

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

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

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

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

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

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

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

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

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

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

Recorded: Thursday 03 March 2020 | Published: Friday 13 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

Shout out to Charles McKay.

Shot 2: HubSpot Marketing Feature of the Week

SEO Recommendations:

hubspot seo recommendations

Most of the recommendations are quite helpful.

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

Shot 3: HubSpot Sales Feature of the Week

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

hubspot quotes menu

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

hubspot quotes recall

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

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

Shot 4: HubSpot Extra of the Week

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

Chatflows

Shot 5: HubSpot Gotcha of the Week

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

Shot 6: Marketing Tip of the Week

Understanding where people are in their journey with your business.

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

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

Shot 7: Insight of the Week

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

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

Only with that in place can accurate reporting be achieved.

Shot 8: HubSpot Throwback of the Week

HubSpot added the ability to include attachments in Chat bots:

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

Shot 9: Resource of the Week

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

facebook insights australia

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

Shot 10: Quote of the Week

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

― Dharmesh Shah

Shot 11: Bonus Links of the Week

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

Episode 193: HubSpot Quotes. Again. And SEO

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

– I’m really well.

– What are you rubbing on your hands?

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

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

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

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

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

– yes

– I think back to the mayors in surs

– Correct, yes.

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

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

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

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

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

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

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

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

– I agree.

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

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

– You were, I actually heard about it.

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

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

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

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

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

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

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

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

– Oh Nick.

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

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

– Yeah.

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

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

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

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

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

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

– Correct.

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

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

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

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

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

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

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

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

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

– Wow.

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

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

– including attachments in chatbots.

– Did you even know you can do that?

– I had no idea Craig.

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

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

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

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

– It’s interesting that 38% don’t.

– Yeah, that’s right.

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

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

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

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

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

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

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

– That’s right.

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

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

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

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

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

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

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

Welcome to Episode 192 of HubShots!

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

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

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

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

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

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

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

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

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

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

Recorded: Thursday 27 February 2020 | Published: Friday 06 March 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

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

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Workflow Features Reminder

Review of our favourite recent HubSpot Workflow updates

[1] Merge setting in workflow settings

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

hubspot workflow merge enrol option 1

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

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

hubspot workflow branching

[3] Go Action now live in all Contact workflows

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

hubspot go action 1

Shot 3: HubSpot Sales Feature of the Week

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

Report Library

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

Shot 4: HubSpot Extra of the Week

Reminder: HubSpot Popup Form targeting

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

This awesomeness hasn’t had enough exposure.

hubspot popup forms targeting 1 3

Shot 5: HubSpot Gotcha of the Week

Caller ID in the HubSpot mobile app

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

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

Shot 6: Marketing Tip of the Week

Selfless email marketing

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

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

Shot 7: Insight of the Week

Taylor Swift on Netflix: Miss Americana

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

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

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

The power of talent + hard work + authenticity + joy

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

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

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

Be an artist.

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

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

Shot 8: HubSpot Throwback of the Week

Form update to add a Not You? Link:

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

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

Shot 9: Resource of the Week

Facebook People Insights

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

Shot 10: Quote of the Week

“During a recession great brands invest in marketing”

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

Shot 11: Bonus Links of the Week

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

Episode 192: Best of HubSpot Workflow Automation And Taylor Swift

– Hi everyone, welcome to HubShots episode 192. In this episode we chat about our favorite recent work flow automation features in HubSpot, plus Taylor Swift and Justin Bieber. A list to Asia-Pacific’s number one HubSpot focused podcast, where we discuss HubSpot tips, tricks, features, and strategies for growing your sales and marketing results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you Craig?

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

– It is.

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

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

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

– Are you going this year?

– Yes.

– Excellent.

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

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

– Do you know what? I got that too.

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

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

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

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

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

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

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

– There testing and measuring.

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

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

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

– So much joy and enthusiasm.

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

– So what is the default Craig?

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

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

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

– Yes.

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

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

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

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

– Billboards,

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

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

– show me the.

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

– Exactly.

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

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

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

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

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

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

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

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

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

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

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

– Yes.

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

– three

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

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

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

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

– I’m sure you were absolutely excited.

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

– Yes.

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

– Yes

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

– Wow

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

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

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

– Yeah.

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

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

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

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

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

– Yes. Have to say I.

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

– Overcast.

– And the quick. 15-second Fast.

– I love that.

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

– Into our US listeners we love you.

– We do love you US listeners.

– SO, what was the quote Craig?

– What was the quote?

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

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

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

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

– Have are you shortlisted.

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

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

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

Episode 191 Workflows are all Go, Chrome Third Party Cookie pani

Episode 191: Workflows are all Go, Chrome Third Party Cookie panic

Welcome to HubShots Episode 191: Workflows are all Go, Chrome Third Party Cookie panic

This episode we chat about Workflow Go Actions, Third Party Cookies and what Chrome’s upcoming crackdown on them means, plus Instagram ECommerce. Oh, and McMuffins!

Listen to the episode here: https://soundcloud.com/hubshots/episode-191-workflows-are-all-go-chrome-third-party-cookie-panic/

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

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

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

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

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

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

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

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

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

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

Focus

Shot 2: HubSpot Marketing Feature of the Week

Workflow Go Actions now in Contacts!

hubspot go action

Action: review and clean up your workflows!

Shot 3: HubSpot Sales Feature of the Week

Collecting an organisation specific lead source as a contact property (like HubShots lead source), in a dropdown. Why?  Because you may want to track other activities, like radio, magazine ads, foot traffic, partner referrals etc.

One way we have used it is when people don’t convert on the builder’s website we use that to remarket to potential customers to visit the display home and get the sales team in the home to ask where people found them.

Shot 4: HubSpot Extra of the Week

HubSpot and cookies:

https://blog.hubspot.com/customers/apple-and-google-are-cracking-down-on-cookies.-heres-what-you-need-to-know

What did Google and Apple announce?

Google announced a new version of Chrome last year that would stop sending third-party cookies in cross-site requests unless they’re secured and flagged using an IETF standard called SameSite.

Apple, at their developer conference last June, announced a new version of Intelligent Prevention Tracking: the system that limits ad functionality on its native browser, Safari. The new version cracks down on first-party cookies.”

Nothing to worry about in terms of Hubspot tracking script in Chrome.

However, for Safari:

“The biggest change with the newest ITP update is that first party cookies stored in Safari that are unused for seven days will be deleted. This means that visitors who don’t return to your website within seven days will look like new visitors to HubSpot (or any other analytics tool). That means that your “unique visitor” or “new visitor” metrics may rise. In addition, you’ll likely see less browsing history in the contact records of Safari users.”

Shot 5: HubSpot Gotcha of the Week

Notifications for assigning Support Forms into Conversations

https://community.hubspot.com/t5/Tickets-Conversations/How-to-get-new-quot-support-form-submission-quot-notifications/td-p/217819

Thanks to Chris Higgins from Electric Monk who alerted us to this one.

https://community.hubspot.com/t5/HubSpot-Ideas/Create-support-form-submission-notifications/idc-p/294771#M42962

Checking this further in Slack – we get notifications of team inbox email conversations, but not for support form conversations.

Doesn’t seem to be an option for it yet:

hubspot conversation notifications

Shot 6: Marketing Tip of the Week

Brand reinforcement

https://www.underconsideration.com/brandnew/archives/mcdonalds_spells_it_out.php

4. Iconic Stacks McMuffin Situ 1

Shot 7: Insight of the Week

Instagram ecommerce example

https://www.inputmag.com/features/teens-are-turning-instagram-into-their-own-ebay-thrift-shop

Just wait until Instagram adds native payment within the platform

Shot 8: HubSpot Throwback of the Week

Improved suggestions in SEO  &

Create automated emails faster with plain text emails in Workflows

And how far we have come since then!

Shot 9: Resource of the Week

Yet another Chrome SEO extension

https://chrome.google.com/webstore/detail/detailed-seo-extension/pfjdepjjfjjahkjfpkcgfmfhmnakjfba/related

Quick way to see top level items including Title, Headers, images, internal links.

Shot 10: Quote of the Week

“It’s not an experiment if you know it’s going to work. “

  • Jeff Bezos

Bonus:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better. “

  • Jeff Bezos

Shot 11: Podcast Episode of the Week

https://okdork.com/deep-sentinel/

Enjoyed listening to David Selinger’s story.

  • He was an early employee at Amazon — working under Jeff Bezos
  • He co-founded Redfin (now a $2.4 billion company)
  • He is now inventing the next BIG thing in home security

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

Episode 191 Workflows are all Go, Chrome Third Party Cookie pani

– [Ian] Hi Everyone, welcome to HubShots, episode 191. In this episode, we chat about workflow go actions, third-party cookies, and what Chrome’s upcoming crackdown on them means, plus Instagram E-commerce. And oh, Craig, I’m feeling like a McMuffin. You’re listening to Asia-Pacific’s number one, HubSpot focus podcast, where we discuss HubSpot’s tips, tricks, features and strategies for growing your sales and marketing results. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. Hi Craig.

– [Craig] Well good but you’ve got me thinking about McMuffins now, and so coming up in shot seven, we’re gonna talk about quite a brilliant.

– [Ian] The billboard.

– [Craig] Branding billboard ad.

– [Ian] Now listeners, thank you for those who have connected with us on LinkedIn. And if you haven’t, please connect with us and send us a note to say that you listen so that we know that you’ve actually listened to the podcast. That would greatly help us. Because we love to help you guys.

– [Craig] Hey, have you had many connections lately?

– [Ian] I’ve had a couple Craig, but I.

– [Craig] I’ve had so many people connecting with me on LinkedIn, and I’m like, “Oh wow.”

– [Ian] You’re famous Craig.

– [Craig] Well, but then, I would say probably 80% of them. Then, as soon as I connect, they reply, “Oh, thanks for connecting here. “I’m gonna sell something at you,” and.

– [Ian] Yeah, yeah, that’s happened.

– [Craig] I was like, why is this suddenly rammed up in this, someone found the LinkedIn profile we put in the show notes. I’m just getting spammed, I don’t know why it’s picked up, anyway.

– [Ian] So Craig…

– [Craig] Well just let me say to the nice listeners who have connected, I do appreciate connecting with you. Thank you and for the nice comments.

– And for not immediately trying to sell me something.

– [Ian] And Craig, our growth thought of the week, what do you think that should be? I think you should be focus. And why I say is like we’re halfway through a quarter essentially, in 2020, and I just want people to understand that it’s really important to stay focused, because you might have started with some great plans. And you might be thinking, I’m thinking about what’s coming up, and actually forgetting about what’s actually important now. So, I really wanna encourage people stay focused, go back and review your plans. Pull that sheet of paper out that you wrote plans on. If you’ve got it on your computer, stick it somewhere, I now noticed, you, Craig, have stuck it right in front of your monitor. So, it’s right in your field of vision, and I think it’s great. Just need to refocus, be aware of what you need to do, and say no stuff, you’ve told me that I really well, so thank you.

– [Craig] Oh wow, and thank you for reminding me about that. And of course, I’ve just had a weekend away with my business coach, and getting back to focus on things, and that’s why I’ve got it stuck right above my monitor, the 10 key things, that I need to focus on. And you’re absolutely right, the key to focus is saying no to more things.

– [Ian] All right, Craig, have a swap marketing feature of the week, and we love this, don’t we? And I just stumbled upon this recently when I was fixing up a workflow for a customer of ours, and I saw the go action in contact work was, I got so excited, Craig.

– [Craig] Oh, I know, and so listeners, if you’re a new HubSpot customer, you might have had this in your portal for a while, even in contact workflows and you’ll be thinking, what has been here for ages, how come, it’s the two turkeys podcast.

– [Ian] The two turkeys good.

– [Craig] Well, here’s the situation. HubSpot has basically replaced their workflow engine for contacts over the past year and so why I don’t know when it’s, I think it was even like the middle of last year. They’ve got a new workflow engine for contacts. So if you you had a portal last year, a new portal then, you got the new workflow engine underneath it. But for those of us who have had HubSpot for many years, we’ve had the old one while they’ve tested thoroughly that moving things over to us legacy users, I guess, doesn’t break anything. And I have to say it’s been seamless. If didn’t know about this back channel kind of explanation of what’s been going on I would have had no idea. But we finally got it in our own contact right place. It’s actually been in deals and other workflows for a while. But yeah, it’s just contact. So all the old HubSpot diehards, we’ve got it now. Yay.

– [Ian] So Dharmesh, if you’re listening, thank you. Thank you to the product team and the development team, they’ve done a great job.

– [Craig] I have to say things like this the migration people, you and I are both software engineers and our backgrounds. So we realize the amount of work that goes on to make something appear like nothing has changed, but it actually has. This is pretty good. I’ve had no side effects. I haven’t noticed any problems with it. It’s yeah, it’s really good.

– [Ian] All right, Craig HubSpot sales pitch of the week. And I want to say this is about collecting organization specific lead sources as a contact property. So generally, I would name this in the show notes. I put one as the HubShots, lead source. So you make it specific to your business. And have a drop down with the particular lead sources that you would want to track. So for example, I’ll use an example as being a builder that we work with. They run radio ads, they run magazine ads, have display homes that people walk into in a display village, plus a few other things, referrals being another one, let’s say. So we track this because one thing that I’ve been doing is, people land on the side, they look around, they don’t convert, they don’t put a contact form in. We actually run a remarketing ad to tell those people to visit a display home. And it’s really clear, visit one of our displays, click the link here’s the locations. And then what we did was we put this in this particular contact property and we train the sales team in the display house, to when people walked in, they say oh, how did you find us? And then when they asked that question, some people would say, oh, I looked, I saw social ad, or I saw, I saw you on a search. But how we check the effectiveness of the ad was they say I actually saw an ad to visit the display home. And so I know it’s working. So that’s why I said, this is really key to understanding how people are finding you. And if it if people are actually calling then that should be another one that’s in that list that whoever answers the phone, as she writes, that selects as an option, but then actually asked the question, a great way to understand which channel is producing results for you.

– [Craig] That’s a really good tip. And a really good example of combining the online and offline because that’s an offline activity really, coming into the spy home. And also a lot of times, we can’t connect the dots, it’s like oh, I saw you TV, I saw you on a bus, I saw you on a billboard, which might be coming up with later. So it’s about closing that loop really. And I think what I really liked about you mentioning is that that then validated or confirmed that budget should continue to be spent in those channels because you’re actually getting that verification that it worked.

– [Ian] So you know, it’s really interesting, I was doing this little exercise with a customer of ours this week, because they changed their provider who was running some Facebook ads. And what they were doing was they were running the ads, they don’t they don’t HubSpot users. They’re running ads contacts were coming in. So telling, telling the business we’re working with, oh look, there’s 10 contacts come in and say all right, but in our list, because the last conversion point was the next day, they think the last conversion, but first conversion point was Facebook. So thinking I’m going to attribute that but then what we found out when we looked at the contacts and we create a list saying are they actually interacted with this Facebook campaign, we actually found out half of those leads already existed in HubSpot from different sources somewhere walk ins, some had come from organic search some had come from a paid Google ad. But their last touch essentially for those five was a Facebook ad. So it was really interesting because they were saying, well, we’ve just got 10 leads, but no, they really got five and the other priority there. So it’s really interesting because you see people have these multiple touch points along their journey and people forget like, in HubSpot, we’re always looking at the first touch. But if you’re running ads or you’re looking at attribution, you’ll actually see there are multiple touch points along their journey that people have before they even maybe inquire with you. All right onto a HubSpot extra of the week Craig. HubSpot and cookies now, you know what some people would ask me about this? What is going on with cookies?

– [Craig] I’ve had a few clients, a few savvy clients actually asked about this because they’ve heard that Chrome is cracking down on third party cookies. And so then they understandably think oh well, third party cookie. That’s from a site that isn’t my site. So therefore, HubSpot script tracking script that’s from a different site that’s not going to work on my site. Our Google Analytics isn’t going to work Facebook pixels, not going to work et cetera, et cetera. So they get quite concerned understandably, about this. So nothing to worry about in HubSpot tracking, the new Chrome update, not going to be a problem. But we’re going to link to a blog post that I already wrote on the HubSpot blog, where he breaks this down. And it’s perfect for sending to your boss or to anyone on the team that’s worried about it. He describes and explains the difference between first and third party cookies. He looks at what Chrome’s requiring, which is basically an update to how you mark the cookie to mention that for security annotation. And then he also just makes mention of Safari’s crackdown on cookies, which is actually far more impactful. It still will track but the problem with Safari is it actually deletes those cookies, after seven days. So it means if you’re tracking visitors, Safari visitors, and they come back two weeks later, it’ll actually look like a new visitor. So we lose a bit of tracking on Safari. Interestingly, in their, their blog posts, this is our but Safari is a distant fourth in terms of browser usage globally. I’m like, yeah, I don’t know if this is just anecdotal confirmation bias. But I’ve been noticing when we’re in our clients with our clients, when we’re digging through the good quality leads, quite often they’re Safari users. So volume might be lower, but quality. I think maybe that’s just the clients we work with. But that does concern me. So I don’t as easily dismiss Safari users are not being a problem that that’s cracking down. But the summary is nothing to be worried about in terms of tracking for HubSpot tracking, or Google Analytics tracking. And there’s a really good blog post that spells it all out if you want the details.

– [Ian] Really interesting considering Google has analytics and lots of analytics group style scripts running on track conversion.

– [Craig] Well, I mean that that should have been the giveaway from the start. There’s no way Google’s gonna update crime and break Google Analytics.

– [Ian] Oh, Google Ads checking?

– [Craig] Yeah, Google Ads checking. Yeah. But I think the way that Chrome when they initially did the announcement, which I think was it was before Christmas when I was reading about it. I was a little bit confused and concerned myself. I was like, what’s going on? And it’s because I think that announcement was written by developers not marketers. So the way it was written out was quite technical and kind of confusing for people who aren’t necessarily used to those technical details. So thankfully, HubSpot has broken it down and made it clear.

– [Ian] Fantastic. Now, Craig, what’s a hustler, gotcha of the week. Big shout out to Chris Hagens. Yes.

– [Craig] And thanks for listening, Chris, appreciate all your kind words and support over the years and he sent me through his gotcha. And this is a good one actually. And I actually checked this and tested out realize, yeah, and it’s actually a problem. Now what it’s to do with his notifications on certain types of conversations. So in HubSpot, you’ve got conversations, you may be aware that you can have a team email inbox, you can have a chat inbox, you can connect Facebook Messenger or have a chat widget pop up. And you can also have some support forms as an input into conversations. Here’s the gotcha. When a team inbox, one comes in or a chat comes in, you can get a notification about that. But when a support form, conversation comes in, it doesn’t notify you. So you want your regular notifications well that’s Chris has highlighted this and he’s actually pointed out to community articles. So you can go and vote it up and say We’d like this as a feature. I wish there was a way to say vote this up as a definite bug. But anyway, the feature is we want the feature would be to stop not. not notifying us. And in fact notify us as an option. I put a screenshot by the way of your notification option, so you can kind of get a sense where it should fit in. However, the other thing I tested is because we have all our conversations go to Slack, because well, I actually don’t want email notifications, we just want it going to a Slack channel. So we have a few different, I guess conversations, but for our different businesses, one is for ASEAN ones for some others. And so we’ve got them set up to go to Slack channel. So we’re always on Slack and we get our there’s a new conversation coming in or whatever someone jumps in, to respond to it. Well, those support form ones don’t come through the Slack either. Now it’s possible I’ve missed something somewhere, because what is interesting is when the email notifications come in, those do go to Slack. However, when you look at the settings, it’s it should seem as though only chat conversations would go to Slack. But I actually get team inbox ones come through. So perhaps there’s another setting I’ve set somewhere, because they’re all over the place, there’s notifications here on your personal profile. And then there’s other things on the conversations inbox setup.

– [Ian] Correct.

– [Craig] So it is kind of confusing. I’ve always found conversations to be a slightly non intuitive experience. I have to say, out of character for HubSpot, but when you do get it working, it works beautifully. Anyway, great gotcha by Chris. Thanks for sending that through. Thanks for listening and listeners go and vote it up to get that feature added that would be wonderful.

– [Ian] Alright Craig on to our marketing tip of the week, we talk about brand reinforcement. Now you show me this ad, which is ad in the UK, right?

– [Craig] It is it’s a billboard in the UK. It’s hard to kind of explain this because it’s visual. But why don’t you try and describe the billboard?

– [Ian] Yes. So just think of the billboard as a very plain and it has five words from top to bottom right and nicely arranged, right aligned the first word says muffin. The second word says egg. The third one says sausage. The fourth one says cheese. And then we end up with a muffin Craig. What does that remind you of?

– [Craig] It’s so brilliant this, because there is no branding.

– [Ian] That’s right.

– [Craig] And if I mean some people would would not recognize it. But I think most people would say, Oh, that’s McDonald’s. That’s a McMuffin there. But there’s no macers logo. There’s no use of the word McMuffin. The font is beautiful.

– [Ian] Yes, it’s not even McDonald’s font is it. There’s nothing in there, it’s very plain.

– [Craig] I’m not sure about that. But it is just this is a perfect brand, reinforcement. So yeah, what?

– [Ian] The colors are really interesting. Like the muffin is a muffin color. The egg is white. The sausage is a brownie color. The cheese is yellow and ending with a muffin on a dark brown background, which is really fascinating, right? So really, there’s nothing on there that says it is McDonald’s

– [Craig] There’s nothing right, but if you mackers, and who doesn’t I’d love to see some kind of power then how you could power to work out how many people understand it I would suggest that the majority of people would see this and go oh yeah, that’s a McDonald’s Egg McMuffin. Right? This is brand reinforcing this is not awareness. It’s not like anyone doesn’t know about it, but this is purely for people going along and going ah, you know what, I’m feeling hungry all of a sudden, and stopping in a mackers, that’s what they do.

– [Ian] You know what, I wonder is this on a freeway somewhere in the UK on a motorway and not far from this billboard was at McDonald’s. And now I know they saw an increase in sales.

– [Craig] I’d love to know that and I’m sure they track all of that very carefully. I’m sure they’ve got an answer to it, but this is I just love this.

– [Ian] It’s gold.

– [Craig] It is gold. And and, I think it also for somehow it kind of positions McDonald’s a little bit more up market for a McMuffin. Can you believe that? So anyway, why are we got this in the show? I don’t know except, I was just really impressed with it. And also, I think to take your point, which is brand reinforcement, this is something that they would be testing and measuring, be running this billboard checking the response, does it impact sales and things like that? Be I hope they publish the results. I’d love to know.

– [Ian] All right Craig onto our inside of the week. You know, what I found interesting about this was I was reading this article, I can’t remember where I found it. It’s about Instagram e-commerce. And then I share with you and you said, oh, I was just reading that too. So we were either in the same newsletter. How fascinating is this? There’s a link to this. And it’s basically talking about young kids using Instagram as a platform to facilitate trade of clothing. I think it was. Was it secondhand clothing?

– [Craig] It is yeah. Well, this particular article is talking about school kids that go to their local thrift shop, get some clothes and then they package them up and sell them. And they’re using Instagram for his visual capabilities to style it. And so here’s what this one looks like he is a hoodie. You know this jacket. And these and they call it thrifty treads and things like that, because they’re like 25 bucks. And what’s really interesting is this whole what’s, what’s the word I’m after that means the process that they it’s almost like.

– [Ian] You mean they have a worked out process for the sale?

– [Craig] Yeah, so there’s an understood method of bidding and saying I will be this $5, 25 or there’s a buy it now price which is the BIN the, price $28. And if you pay 28, that includes shipping if you and people bid on it until someone says I’ll pay this and they win. And then…

– [Ian] It’s all final.

– [Craig] Then it all goes into direct message, Dms, where they talk about payments. Things like that working out shipping details. And it’s a bit of an honor system in a way because you could go and bid anything, just to disrupt them and wasting time, but there’s an that people are engaged. I think that’s really interesting. Here’s the thing though, just and I hate to say it, the reason I keep my Facebook shares, even though they make me choke. It’s just because as soon as I put a e-commerce, payments into the platform natively, it’s like Instagram is going to be the shopping platform. Yeah, it’s gonna be what saves Facebook in the long term. Instagram e-commerce. And it’s amazing that it’s still so clunky that they’ve got a DM this my Venmo details or PayPal details, or, can you DM me your shipping details and all that? Surely it’s coming shortly, but it’s just gonna be a buy button. And it’ll include everything payment will be made on the platform. Shipping details straight there. You know the seamless experience we’ve had with Shopify, which does have some friction still in it. But if you’re regularly logged into Shopify, it’s across all the platforms. It’s just seamless. It’s almost like a textbook a thing, it’s done. By the way I’m go the extra shout out to Justin and we’ll put a put a link into his cocoa-semar Cocoa nips. How do you pronounce it by the way?

– [CIan] I think you did pretty good Craig. It’s seamless.

– [Craig] In terms of seamless, and Instagram it’s just the way it’s gonna be.

– [Ian] It’s right for the picking.

– [Craig] I mean everyone knows that Instagram is going to be the e-commerce platform. But anyway this is a classic example of, this is school kids by the way.

– [Ian] You know what I’ve taken my hats off to them. They were doing this in their breaks before school after school in between activities and making money I think the range from like 700 up to 1500 dollars a month we’re making from this. You know what? I take my hats off to them for being entrepreneurial.

– [Craig] That’s pretty good pocket money. can you discount put the bins and you get your pocket? No, thanks. Dad, I’m making a ton more money doing my little thrifty Instagram. But look, it’s not just clothing, it’s all kinds of things you can totally.

– [Ian] What’s really interesting? I’ve just talking to a lot of my friends recently they’re all going, oh, have you used Facebook marketplace? So fantastic. And they’re actually now they used to use things like E-Bay, Gumtree with Australia. And they’re all now just posting things on Facebook marketplace and getting them sold and then they’re like, I don’t even know this existed. But there you go. There’s another one that’s up for the picking right there. All right, Craig on to our HubSpot throwback of the week.

– [Craig] And this is where we just look at what HubSpot was announcing a year ago and what was on the cards then.

– [Ian] So there were two things they were improved suggestions in the SEO tool Craig, which we spoke about last week. And they were letting us create automated emails in plain text within workflows without having to actually go and create the email in the email editor.

– [Craig] And you know what I saw in that? Speaking of when we’re looking at the HubSpot go action, a year ago when they announced it, you could do it in all the workflows except contact workflows, which would be coming soon. So that was another indication then that the contact workflows are in the older legacy workflow engine, I think. But yeah, just a little time saving features. It’s funny when you look at all these things like some of those just a year ago.

– [Ian] I’m often amazed at those little incremental improvements that happened every month. Didn’t happen quite so much every month, last year, but most months, and you see where we are today. Like we’re having a whole different experience and a whole different conversation with prospective customers and existing customers, even just the things we can do with pop up forms, in terms of how we segment manage, show, not show et cetera. And I love that and that’s what one of the things we’ve been doing, is going to all our customers that use it marketing professional enterprises like hey, instead of having these one dimensional pop up forms, let’s create a series of them and start showing different messages, ask different questions at different times. And begin better customer experience. Now, Craig, you’ve got a resource of the week, which is yet another Chrome SEO extension.

– [Craig] I’m a sucker for Chrome extensions, SEO tools. This is one by detailed and it’s quite a simple one a good one to use. I mean, I know many people use Moz one, there’s tons of them. Sem rush and stuff.

– [Ian] Now why would they want to use this Craig?

– [Craig] Just for its simplicity. So what it does, it’ll quickly tell you the page titles, keywords, articles. It’ll actually spell out the headers on the page, internal linking things like that.

– [Ian] And why would someone use it?

– [Craig] So just a handy tool when you’re analyzing a page I don’t know if you ever do this, a client gets on this page and you just have a quick look to see if it’s optimized how they’ve done things. It’s just another tool for that. So you know, your your mileage may vary. Some people like those really detailed ones. This is quite a nice, simple well laid out one.

– [Ian] All right, Craig our quarter the week. They both by Jeff Bezos. And the first one is, it’s not an experiment if you know it’s going to work. That’s what we say, test and measure right? I think that’s what we’ve been talking about. Here’s the bonus. We see our customers is invited guests to a party. And if we are the hosts, it’s our job every day to make every important aspect of the customer experience a little bit better

– [Craig] Be a good host.

– [Ian] Now Craig you got a podcast of the week. And this is from an Marnarcadians podcast and he, interviewed a guy called David Salinger. And I really found fascinating he, he was an early employee at Amazon, when he was a kid. When I say kid, he was like, in his 20s. And he he worked directly with Jeff for like two years. Then he went on to co found a red fin, which is now $2.4 billion company. And he is now invented the next big thing in Home Security call Sentinel, where he’s used artificial intelligence and what would be traditional security and made it really affordable. But having using AI to figure out when things are happening, and having live guards on these screens talking back to people. So, in essence, negating a lot of things that happened because people when they’re seen and they’re about to do something, if someone says, hey, I can see you Craig, put that parcel down. People go right, like they don’t want to be caught. So having that live experience with somebody walking at any time, it was a really fascinating interview, how he had started that how he’d been at Amazon, the things he’d done with Jeff Bezos, some of the things that he had to go through, and how he got to how he got his start. It was really fascinating, like, very fascinating in understanding how life can change and the things that people can do and whether he would do it again. So I’d encourage you to listen to it.

– [Craig] That is definitely going straight onto the listening queue. And Sentinel, what a great name. It’s seems like something out of Terminator, or the matrix or something.

– [Ian] You should go and watch the videos on the site. I was actually watching it at the end while we were preparing the show notes because I thought I’ve got to go watch he goes in, he’s challenged at the end of his interview is go watch two videos and he goes, I don’t know how you could not want to have the system after watching it, which is really fascinating. And there are some really good insights into understanding how he has tried to understand how people are buying his product or why they buy the product or what has been blockers in him getting them to buy the product. And you learn about the extensive research he’s done how interview different security companies even went down to the fact of like, when you have a security guard on premise like so you hire someone who is sitting on a premise. He goes you know what, one of the key things I remember this morning was he was like, these guys know they’ve got to stay awake to to guard your property right? Because but to them it was actually not about guarding the property. That was not the first thing in their mind. The first thing in their mind was how do I stay awake for this entire period of time. So you know, two o’clock I’m doing push ups three o’clock, I’m doing sit ups, four o’clock, I’m doing something else five o’clock, I need to be having my coffee. And they were just more concerned about actually keeping themselves awake so they could do their job as opposed to, I need to do my job, which is really fascinating. And so it was like, well how do I solve this problem to this inherently really boring job that is almost soul destroying? Like, how do I make it better? And how do I make it efficient? And that’s essentially what he’s done with a subscription I think that starts at $50 a month which is like blows your mind.

– [Craig] Take my money.

– [Ian] That’s what he said. He said after you watch it, you that’s exactly what you’re gonna say, sold Craig. Well, this is I hope you found this episode enjoyable. Please do connect with us. Send us a note that you listen to the episode. We’d love to hear feedback. We’d also love if you could share with one person that you know that would benefit from this.

– [Craig] You know what, send us an email with the word “Sentinel” in it, and we’ll send you some stickers because you got some new stickers?

– [Ian] I do, I’ve got stickers.

– [Craig] New HubShots stickers.

– [Ian] That’s right, send us your address in there too, with the word Sentinel as the subject. Well listeners until next time, have a good evening, and we’ll see you 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

Episode 190: HubSpot ABM Beta features, Quote Workflows

Episode 190: HubSpot ABM Beta features, Quote Workflows

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.

This episode we chat about HubSpot’s ABM features, start playing with Quote based workflows, and test a neural network powered content creation tool, plus making your Google business listing awesome!

Listen to the episode here: https://soundcloud.com/hubshots/190-hubspot-abm-beta-features-quote-workflows/

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/

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

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

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

Welcome to a ‘cutting edge’ episode. Can we please stop using this term to refer to generic services and products.cutting edge meaning 1

Shot 2: HubSpot Marketing Feature of the Week

Resend email feature: Send to more

https://knowledge.hubspot.com/email/how-do-i-resend-an-email

Thanks Roselen!

hubspot send to more 1

Shot 3: HubSpot Sales Feature of the Week

ABM Beta

There are 3 additional properties that have been added.  1 to the contact and 2 to the company.  Here is an example of how we have added another panel for those properties in the company records:

CITY OF GREATER GEELONG 1

Plus the Dashboard.

Reports dashboard 17

Including Workflow templates, contact list & template in Playbooks.

Reports dashboard 18

Here’s the knowledge base to get started: https://knowledge.hubspot.com/account/get-started-with-account-based-marketing-in-hubspot

We are working with sales teams to update the data so there is meaningful data to work with!

Key benefit is you get an extra dashboard in your account!

Shot 4: HubSpot Extra of the Week

Quote based workflows

But only available in Sales Hub Enterprise.

Kinda strange given that Quotes are in Sale Pro, and workflows are typically a Pro tier feature.

Useful for setting Deal properties based on Quote status (eg if Sent, create a task, update the Deal, etc)

Use the Service Dashboard as an extra dashboard.

Nice tip if you don’t use HubSpot Service Hub, and want an extra dashboard.

Thanks Tara!

Shot 5: HubSpot Gotcha of the Week

HubSpot Sales – Deals Quotes – Adding Tax lines.

Currently, you have to manually a tax line to each quote – would be good if there could be a default added to every quote:

https://community.hubspot.com/t5/HubSpot-Ideas/Automatic-adding-of-TAX-VAT-when-creating-quotes/idi-p/309685?profile.language=en

There’s also the need for more decimal places on line items, including discount percentages:

https://community.hubspot.com/t5/HubSpot-Ideas/Increase-decimal-places-on-Products-costs/idc-p/318461#M50792

Please vote these up.

HubSpot SEO Tool

Can’t add a piece of content to more than one cluster.

Shot 6: Marketing Tip of the Week

Don’t trust AI too much for your content just yet…

https://talktotransformer.com/

Here’s a test we did earlier, asking it to complete the sentence ‘I was walking down the street’:

transformer ai 1

Shot 7: Insight of the Week

Insights are limited this week!

Shot 8: HubSpot Throwback of the Week

Here’s what HubSpot was announcing 12 months ago: Pillar Page Link module:

hubspot pillar modules 1

Shot 9: Resource of the Week

Optimize your presence online

Take your Google My Business listing to the next level.

EI3 Jr92HsF710ovwZZcmwClb0p99PpiwW7XPAO9RxfsudRrMFFlfQNBi0dE nxdaNBTw300 1

What’s included in this guide:

TIP: Share photos

Your listing is a great place to showcase the photos that capture your business. Businesses with photos receive 42% more requests for driving directions to their location from users on Google, and 35% more clicks through to their websites than businesses that don’t have photos.

https://support.google.com/business/answer/6337473

Shot 10: Quote of the Week

“Those who never make mistakes work for those of us who do.”

— Henry Ford

Shot 11: Bonus Links of the Week

Filter bubbles, echo chambers and their effect on access to news:

https://reutersinstitute.politics.ox.ac.uk/risj-review/truth-behind-filter-bubbles-bursting-some-myths

Filter bubbles = news we dislike or disagree with is automatically filtered out

Echo chambers = over exposed to news or media we like or agree with

Trust in media has dropped to all time lows:

https://www.abc.net.au/mediawatch/episodes/acma/11951582

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

Episode 190: HubSpot ABM Beta features, Quote Workflows

– [Ian] Welcome to HubShot’s Episode 190. In this episode, we chat about HubSpot’s account-based marketing features. We start playing with crop-less workflows and test a neural network pad content creation tool. Plus, how to make your Google business listing awesome. You’re listening to Asia-Pacific’s number one Hubspot Focus Podcast where we discuss Hubspot tips, tricks, features, and strategies for growing yourselves and marketing results. My name is Ian Jacob from Search and Be Found and with me is Craig Bailey from XEN Systems. How are you, Craig?

– [Craig] I’m good, and welcome to another cutting edge episode, Ian.

– [Ian] It’s deeply powerful, Craig.

– [Craig] Deeply powerful, cutting edge. Look, you know, sometimes I’m a bit of a wind turner. And I know I’m sorry this, I do realize this, but I don’t know if it’s just me, I’m just really sensitive, people talking about their services being cutting edge, cutting edge services, cutting edge offering, cutting edge tool, like everything is cutting edge. Like, nothing’s not cutting edge. Please, just stop it.

– [Ian] You’ve kindly put the meaning of cutting edge in the dictionary in our growth order that we crave.

– [Craig] Well, exactly because with the overuse, we’ve probably forgot what it actually means. And I just read that some of this like highly advanced, innovative, or pioneering. So the next time you see someone talking about how they’ve got a simple digital agency service that’s cutting edge, it’s like ask is this pioneering? What is this? What is this on the forefront of?

– [Ian] It’s like the socials, really.

– [Craig] It’s like the socials, that’s right.

– [Ian] Now Craig, speaking of the socials and Linked In in particular–

– [Craig] That’s right, we would love our listeners to connect with us. And thank you for the people who have connected since last episode. We love hearing from you guys and we appreciate everybody that does listen. So please connect with us on Linked In. We’d love to have a conversation with you.

– [Ian] All right, Craig. Onto HubSpot Marketing Feature of the Week.

– [Craig] Now, this feature is recent email feature in the sent more.

– [Craig] Let me just set this up, all right? Because this feature has been in the toll since probably the beginning as far–

– [Ian] A long time–

– [Craig] A long time–

– [Ian] ‘Cause I used this almost on a weekly basis because I sent out some emails for my connect group and there is always somebody who sends me and email, says, oh can you add this person to the list? He skipped the email sent out. And I’m always using this feature.

– [Craig] All right, I’m hopefully the only person that didn’t know about this. It just goes to show, you know, I think I know the product reasonably well and then something like this, I’m like oh my goodness, how did I not know about this? So, maybe there’s one or two other people who didn’t know about this. But, I set the context exactly what you said, sending out a campaign-based email. A campaign goes out, oh, there’s two more people to send it too, oh okay, I guess we’ll have to clone that email and send it again. Oh I know, I’ll be really smart. I’ll make it automation-based email so then I can just put it in a workflow, I can keep adding new people into the workflow guide. Anyway, so I was talking about this with Rosalyn on our team because there’s a particular client–

– [Ian] Yes.

– [Craig] Who’s going to be doing a lot of this. And I said, ah, should we make this a workflow-based email and she’s like why don’t we just use the send more feature. I’m like, what? What is this send more feature? And I said to you, did you know about this awesome feature and you’re like yeah.

– [Ian] So I guess the thing, Craig, is this is hidden in an actions menu under email screen when you’re in that particular email campaign. So it’s not readily accessible. Now in that menu, you would probably have noticed that they’re, this is to send a test email first, then you can send to more, you can edit the campaign, you can share the slack, you can move it to a folder, you can archive it or delete it. And that’s all under the actions menu. So, listeners, if you haven’t actually looked under some of these menus, maybe spend a minute or two poking around. You might find some interesting things.

– [Craig] That’s almost HubSpot’s Tip of the Week. Just try the menus. You’ll find some gold there.

– [Ian] All right Craig, and onto our HubShots Sales Feature of the Week–

– [Craig] All right, now talk to me about this. You’ve got this in your portal. I don’t yet have it. But talk me through–

– So this is in B, this is in beta and I have requested access. I actually didn’t request access to our portal. It was for a customer of ours and it has this national sales team and they really target key customer accounts and I just thought, oh, this feature would be really useful. That’s why I asked for it. And I’ve started rolling out across other portals that we have with people that, and the key thing here is, that have sales teams and would use this. And I ran a training session in their weekly sales meeting and just took them through the new features. So, doesn’t seem like it’s massive but I guess it’s out of the box, so I guess that’s the good thing about it. Now, what has been added is one contact property and two company properties. And what I wanted to highlight from that is what I have done is in the content of that I have added that contact property to the contact pane on the left-hand side. And then in company records what I’ve done is actually created a separate tile essentially, section, and I’ve named it Key Account Information so it was really clear to the sales team that they should fill this out. That has the target account and the ideal customer profile. The target account is tier one to three, so tier one being the one we really want to go after. Tier two next most important. Tier three is like yeah, we’d love to have them but it’s not that important.

– [Craig] Target account, isn’t that a tick box?

– [Ian] Oh yeah, sorry. I’ve got it wrong. Glad you corrected me, thank you Craig. Yeah, so that is a target account or not? So it is a yes or a no I think. And then the ideal customer for a file is tier one to three. Now in the contact profile, the contact property, they either use things like is this person an influencer? And this is a multi-select, right? So are they an influencer? Are they a–

– Blocker.

– Blocker?

– [Craig] Decision maker?

– [Ian] Decision maker? Et. Cetera, so it’s really good. Now, you cannot edit any of those. Just so you’re aware, those are fixed. You can add some more if you want to that list but you can’t remove any or edit the existing ones.

– [Craig] Wow, that’s interesting. I wish we could do that on custom properties. I’d love to be able to say these, like, say credit, I’m totally going off topic here. Create a customer property for a client and say these must be in the dropdown but you can add your own. That would be nice. Anyway, sorry, I got off track.

– [Ian] Well you know what? That’s one of those features, I was actually, I was having a conversation with a potential client and they asked me about that. They were like oh, if we have these can we just make sure that people can see these but not any of these? I thought oh, that’s a really interesting thing. So, I didn’t mention the property in the contact is called the buying role and the ones they’ve said, one of them could be budget holder, could be the blocker like you said, could be the decision maker, and there could be multiples. So, when I was going through this with the sales team, somebody said oh, that person is an influencer, But they also could be a blocker which is really interesting because there had been like a consensus around that that there had been this person, you know, has the opportunity to influence but also they could block the deal going through. And I thought, wow, okay, that was rather interesting, so from a sales perspective. Now the next things to be aware of, there is a dashboard. So that pulls in a whole bunch of the widgets and you know, it’ll highlight things. Like I do a customers, the target accounts by page views, the target accounts by source, deal stage by target accounts, et. cetera. Some are going to go through, a whole bunch of them there. And, it’s available in the dropdown so, and one of the other things that it does it create lists as well. And we see from this list you can then create audiences in your ads as well. And, there is work flows associated that you can create. And this is a company work flow. It’s the sort companies by ideal customer profile fit. And you can go in and edit this. This is a template that’s available within it. It’s not readily apparent that, which one it is, until you choose it. So, we’ll put the link to how to use it and it’s actually helpful so go through that as a first point. And then play around with it in your portal if you have requested it.

– [Craig] Very nice, now I might just make a few quick comments and I will just repeat, I don’t yet have this. I haven’t really had a chance to play with it. But I was looking through yours and how you’d set it up and I was like, two things came into my mind. One was like this is just a couple of fields with, like there’s no new functionality, it’s not like calculated fields or anything like that. Theoretically though, you could just create these fields yourself. You coulda created your workflows yourself. And you could probably create, pretty close, to the dashboards yourself. That’s one thought. But the second thought is the great thing about HubSpot is that it guides you down a path and kind of puts you on a bit of a, I don’t know if I’d say best practice, but a good practice path. So for example, the HubSpot lifecycle stage field is a really great field and it just trains people how to how to use it. Now, you could create your own custom profit. You could have created, ah we didn’t name that to be a HubSpot field, we could have created it ourselves and used it, right? But the fact that HubSpot’s done that and put so much thought behind it and has knowledge basis is very, very useful. And so when we’re talking with clients and onboarding and getting them trained up with like oh yeah, that’s the lifecycle for news. It’s here’s what’s gonna happen with ABM because to many, it’s still a mystery. And by the way, when I chat with marketers, no two marketers have the same understanding of ABM, right?

– Yes.

– [Craig] And I think it’s interesting that this is coming in from the sales perspective because that is where it is. When you chat with sales people, they get it. But it’s called account based marketing, right?

– Yes.

– It’s actually more realistic account based sales–

– [Ian] Sales, yes.

– [Craig] Using sometimes marketing. And marketing should support the function. Anyway, I’m going off topic on that regard. But, what this is doing, HubSpot by putting this, and by the way, it’s in Marketing Pro–

– [Ian] Yes, correct.

– [Craig] You don’t need Marketing Enterprise, this is Marketing Pro, which also was a pleasant surprise ’cause I thought ah, they’ll put this in the new deeply powerful Marketing Enterprise 2020, Ian. But, it’s actually in prior which I think is really good and we’re gonna be guiding people so in a year or two, every marketer that’s done even basic level HubSpot stuff will be right across the camp base marketing, here’s how you do it. And it will become a standard. I think that’s a really good thing. It’s gonna take a lot of this mysteriousness about it, there’s a lot of people who don’t understand it, they think it’s this massively complex thing, everybody’s got a different impression, and plus there’s ABM tools out there that I feel are overly complex for a lot of the day-to-day marketing jobs right in the big enterprise tiers where they’ve got a very targeted shore and they’ve got whole campaigns just for one particular thing, sure. But where we’re playing and HubSpot’s playing? This is a great move.

– [Ian] I agree. Now, one of the things that I had to do after talking to the sales team and running them through a session was making sure that on the key accounts they were actually marking them in the company properties and also marking the context within that. So I actually told them to start doing it on the company records first and then you can see who the associated contacts are and then edit the contacts from there in that manner just to keep it consistent flow. So, they’re gonna spend this week doing that. So let’s see–

– [Craig] You could help them with this ’cause you could get smart lists–

– [Ian] Yes.

– [Craig] Where you basically use activity-based behavior and you say if they’re constantly following up, you know, activity on contacts related with these accounts, put them in a list because they’re likely to be target accounts and then go through, check it out, and that’ll surface some of the people you might not think of.

– Correct.

– And I think that kind of stuff will work in down the track. You might even see HubSpot bringing out some of their machine loading stuff that actually gives recommendation around this–

– Uncovers.

– [Craig] And it’s kind of like we’ve noticed, you know how HubSpot used to have that little trends thing that will pop out? We’ve noticed this. It’ll say you know, we’ve noticed this account has had a lot of activity, is this a target account, et. cetera, et. cetera.

– [Ian] Yeah, so I guess what you’re saying was really interesting was when our clients that are using this, that when they have their sales kickoff, they actually have a list of target accounts which I got. And so I was able to, when I was setting this up for them, is go through and go hang on, is this target account, is it listed as a company? And I noticed some of them weren’t so they’d given me a list of companies they wanted to target but not all of them were in HubSpot. So use this as an opportunity to add one and then go to well, okay this is based in Sydney. Okay, well who do we need to know? So I marked it as a target account and slide it to the right salesperson so they would get notified. As they build up more information around that account, it should help them with their reaching.

– [Craig] Right, so you’re actually going right to the start of the process, this is almost when they’re in prospecting mode, they’re like oh–

– Correct.

– We don’t even know anyone at this account.

– Yes.

– [Craig] This is a target account. We’re gonna set it up. We are then going to find the people, add them into the serum. So that’s actually, that’s actually right, that’s actually the starting process. What we were talking about earlier, is kind of you’ve got existing people in there and you mark them as a target account. And that’s almost later on, you can almost, we could almost use machine learning and workflows to help write those, yeah.

– [Ian] Exactly, and I think that in the getting started guide it actually says that you could use workflows to automate some of that and fill out the data. Okay, Craig, onto our HubSpot Extra of the Week.

– [Craig] Okay well, you know what? There was an extra from IBM beta because you get an extra dashboard.

– [Ian] Yes you do.

– [Craig] And I just want to tell , just kind of shout out to Tara19, we’re in a company call the other day, right, chatting with the company, and they’re on pro. And I think you only get about four dashboards?

– [Ian] No, you get like, yeah, two. Well, don’t you just get the standards? You get Marketing Sales Service, that’s it?

– [Craig] Yeah, I think there’s one called Performance Now, ’cause you get one extra. You can create–

– [Ian] Oh, there’s analytics, I think.

– [Craig] And there’s also an e-commerce, anyway. So they were like oh, can we have more dashboards, like oh, don’t with Pro. And Tyler’s like oh no, I actually built a, I just used your service dashboard because now they’re not using service dash–

– [Ian] Yes!

– [Craig] And I just wiped out all those widgets and I put in a whole bunch of widgets from it.

– [Ian] Correct.

– [Craig] So it’s like it’s a little bit of a hack there. Ah, we need an extra dashboard, just use the service on dashboard. So, here’s the benefit of the ABM dashboard, you get an extra dashboard which you could also move around and add other widgets to as well.

– [Ian] That’s exactly right. You could definitely do that.

– [Craig] So, nice one, Tara.

– [Ian] Yeah, and the other one is the Web Analytics dashboard, Craig. Okay, Craig, onto our quote-based work flows.

– [Craig] Just started playing with this, quote-based work flows, actually Tara pointed this out to me the other day because we had this issue where quotes on a deal, it’s actually hard to search deals that have a quote. Like if I said to you oh, there’s 200 deals here–

– [Ian] I think we spoke about this before.

– [Craig] Yeah, we talked about this a couple months ago. It’s like well, how would you know? How could I sort or filter the deals?

– Filter, yep.

– [Craig] Anyway, Tara was pointing out that there’s quote-based work flows, unfortunately it’s a Sales Hub Enterprise feature–

– [Ian] Nah Craig, let me just stop you right there. We have workflows in the Professional Sales and Marketing Tools–

– [Craig] I know.

– [Ian] Why is this in Enterprise?

– [Craig] I don’t know, I think this is an inconsistency. I think–

– It is an inconsistency.

– [Craig] They needed something to push into Enterprise in the sales shop I assume.

– [Ian] Well, no–

– [Craig] Because quotes are in Sales Pro.

– [Ian] Well, that’s exactly right and the e-signature is in there now as well, so.

– [Craig] And yet, to do a workflow, you gotta get on Enterprise.

– [Ian] Inconsistency.

– [Craig] It is inconsis, you know it’s almost, I think they’ve pushed a few things into Enterprise that shouldn’t be there. You remember the one we were talking about a couple of weeks ago where behavioral targeting on jet flows?

– [Ian] Yes, correct.

– [Craig] Exactly the same as behavioral type targeting on lead find–

– [Ian] Popups.

– [Craig] On popoup forms. But in Jet Flow, its actually in Enterpri, yeah. I think there’s some inconsistency. I think they just don’t want to give it all away.

– [Ian] Must need a reason to upgrade to Enterprise.

– [Craig] Which, fair enough, their product. They can do whatever they like, right? But anyway, quote-based workflows are one way, so what we’ve been doing is saying to people okay look, we’ll create a custom property, call it quote status or quote whatever on the deal. And then when you create a deal, if it’s draft, you haven’t sent it yet, manually update this field on the deal.

– [Ian] Right, so then you can query that– that there is a quote against it.

– [Craig] Yeah, so that’s one way. Another way is to kind of make it part of the deal stage for–

– [Ian] Yes!

– [Craig] Your pipelines, like you can kind of say if we’re sending a quote we’ll probably make the deal stage quote send–

– [Ian] Yep.

– [Craig] But then how do you check which deals have a draft quote because then, by the way, did you know there’s a feature where you can, again in Enterprise, sales have Enterprise, you can require quotes to be approved before they send? That’s actually a setting. Yeah, anyway, again I’m going off topic. I think that’s a nice feature because otherwise people are going to be creating quotes and sending them out to intentionally, with a payment link–

– [Ian] Yes.

– [Craig] And who’s in charge of that? Anyway, getting back to this property which you put on deals to, so purely for the purpose of being able to filter your deals and say ah, this one. Anyway, that’s a manual thing that you have to do. Quote-based workflows are a great way to do that because you can actually work on the quote status and trigger a workflow. Then it updates a property on the deal and automatically keeps that all in sync.

– [Ian] Yeah.

– [Craig] So really nice features and in fact, when you look at all the things that you can trigger on a quote, it’s actually pretty good. That’s unfortunately in Enterprise. I wonder how many people are using that? I’d love to know.

– [Ian] Well there you go, Craig. What’s the Gotcha of the Week, Craig?

– [Craig] Speaking of quotes, which has been getting a bit of focus–

– [Ian] Or less. You know, what was funny was you added this to the show and I’ve been using quotes a little bit this couple of weeks with ourselves and with a client and I was thinking to myself, oh, it’s so annoying adding texts, the text field, in there every single time.

– [Craig] This has gotta be the biggest request. Actually, no, I was going through the HubSpot community, you know where people feature requests–

– Yes.

– [Craig] Did you know that they couldn’t even do percentage based text lines until a couple months ago?

– [Craig] Yeah, yes.

– [Ian] It said you had to go text line and you have to calculate the, and I’m just like–

– [Ian] Yes, I recall that.

– [Craig] Anyway, now they’ve at least got percentage based so you can stay in the strategy of 10% and it automatically works it out for you and it seems quite good. It seems to work out quite well and you might say well, of course it does. Yeah, but often there’s rounding issues which can, GSC, it’s one of those known problems. Anyway, the problem is you’ve still got to do it for every quote. So we’re talking to our client who is sending out hundreds of quotes per month–

– [Ian] Wow.

– [Craig] And they’re like, you mean every single quote I have to manually add a text line, type in GST, then change it to percentage based, then put in 10? So that it adds–

– Wow.

– [Craig] Surely that should be just an automatic thing. Anyway, there’s a community request of voted folks, I’m sure have sort of put that in because they know the currency, they can default the currency.

– [Ian] Exactly.

– [Craig] So surely they can default the tax.

– [Ian] And they can add it in and you can just, if you need, you can just delete it.

– [Craig] And plus Ian, do you know any other quoting tool on the market where this isn’t just standard?

– [Ian] To be honest, no. Every other tool.

– [Craig] And don’t get me wrong, I think quoting is a nice little tool that they’ve added in but it’s a prof tier, right, it’s no start up funny thing that, you know, this is pro, and yeah.

– [Ian] No, you can also have products now Craig and you can put them in folders.

– [Craig] Folders, thank goodness.

– [Ian] It’s a good start, none the less. Now, another little gotcha is people that are using the SEO tool, so you’ve obviously got to have Marketing Enterprise or Professional and this is available. Now, if you are using this tool and you work out, okay, I’ve got my topic cluster here and I’m now associating all of these subtopics, now like you rightly said, if you then said oh, one of the subtopics could be a core topic which then has lots of subtopics against it and you go to create this in the tool list to do that, but then you can’t associate the content because it’s already been associated in the previous, previous–

– [Craig] Previous pillar.

– [Ian] Previous pillar, yes correct. And you can’t do anything about it, so.

– [Craig] Yeah, so I think this is another notch, or another nail in the coffin of that HubSpot SEO tool, frankly. I suspect it’s not being used widely. It’s probably not well understood. And for the people that would use it, they’ve probably got more complex requirements and here’s a limitation. So you’ve got a pillar, let’s call a pillar inbound marketing. A pillar and it has a few spokes. And one of the spokes might be content strategy for inbound marketing and that spoke points to your content strategy purview, place of content. You want to create another pillar called content strategy, right, and you just can’t allocate that same piece of content to it. And so, how do you create multiple hubs and spokes that link to each other?

– [Ian] Well, I guess if anybody from the product team is listening to this and you’ve got the answer, please reach out to us and let us know. Okay Craig, Marketing Tip of the Week? Don’t trust AI too much for your content.

– [Craig] Ah this is hilarious, I sort of shed on tread a little while ago, it’s called Talk to Transformer, and this guy, Adam, has put together a modern yule network tool to basically give it a seed, kinda, topic–

– [Ian] Like give it a snippet, right?

– [Craig] A snippet, and it’ll fill out with content that’s automatically generated from your own network and arsenal. And I thought ah, check this out, I wonder if we could put some stuff in. Anyway folks , it’s just hilarious. Like, it’s complete gibberish. But, it also spits out some scary stuff. So we’ve gotta screenshot in there.

– [Ian] We’re not gonna talk about it on the show but I would recommend you go and check it out.

– [Craig] I put, the custom prompt I said was, I was walking down the street. And so then I handed out–

– Exactly.

– [Craig] And by the end, my goodness.

– [Ian] It was pretty scary I have to say.

– [Craig] It was very scary, wow. So, marketing tip of the week. Don’t get too worried marketers that your content will be writing itself anytime soon ’cause wow, it was shocking.

– [Ian] Ah Craig, the Throwback of the Week. So what was HubSpot announcing 12 months ago?

– [Craig] I didn’t even catch this when it came out but you know the HubSpot Marketplace?

– [Ian] Which as greatly improved?

– [Craig] Yes, has got themes and one of the parts that they added was modules. So these are modules that you can add into your pages. And one of them, or two of them is a pillar page and a pillar page link module. These are two little modules and we were playing with it just before the show because it’s a free little module that you can put in and save to your blog posts and ties in with the content strategy tool. Ah, sorry, I mean the SEO tool, ah, I mean the thing that we think’s gonna die soon. And it links back to it automatically. That’s quite good.

– It is, it is.

– Because it’ll tell this piece of content–

– Is associated–

– [Craig] A spoke with one of my pillar in the hub because I’ve been trying to use cluster tool, I have. I actually, I believe in it. I’ve been trying to use it. And this is a good little module that would support it. And I feel like they’ve got theses little ideas, I think it’s a bit of a half-baked tool which could be really good and they’ve got a few modules that are supporting it which could be really good. I think it’s, you know–

– [Ian] It could actually be baked in to be honest.

– [Craig] I think like it’s there, it’s got, it could be really good. They’ve got the elements there. Anyway, there’s a throwback from a year ago. I didn’t even know about it. I think it’s actually quite good.

– [Ian] All right, Reason of the Week Craig is to optimize your presence online and taking your Google My Business listing to the next level. Now we always talk about this because this is one of those opportunities that is so easy to take up and use in your business. If there’s nothing else that you do from the show today, is just go do this. And what was really interesting, so they’ve got some really good guides because I often talk to people and they’re like confused, like how do we operate this, what do we do? Like, I had a customer contact me this week saying oh, my proposal got rejected ’cause they’re a commercial property agent and they were trying to put up their listings. And I don’t know what they’ve done, I didn’t look into it too quickly but it just had this big rejected across it which I’d never, ever seen before. So I thought, okay, well, here we go. Let’s actually look at what a, they’re trying to do. So it’s got, I shared a link to a guide and it’s basically, it’ll tell you how to keep your business information up to date, which is really important and then how to make your business listing awesome. So add the details, updates to make it. Now, one really interesting thing was that I picked up from this guide is that the listing is a great place to showcase photos and businesses with photos receive 42% more requests for driving directions to their location from users on Google and 35% more clicks through to their websites than businesses that don’t have photos. Which is really interesting and I look back and thought to myself where have I been, how do I describe it? Unconsciously using this? And the perfect example is on Google Maps. Often when we go out, or I was in the city today, and I thought to myself, I just want really nice cup of coffee. I’m in this location that I hadn’t been to for awhile, I thought I’m just gonna type it into Maps. And as I was looking for stuff and I thought to myself oh, what was I doing? I was looking at reviews and I was looking at photos. Now, the ones that didn’t have photos, I was kinda quickly flipped over them and it didn’t give me a sense of what they were and then I found this little place that made these great toasted sandwiches but I ran out of time to get one, and I thought to, and they were a little bit hard to find so I wanted to acknowledge it’s a little bit hard to find but it’s so well worth it. And luckily when I got to the, I kinda knew where it was, and I got there, I was a bit disappointed I didn’t have enough time to have a toasted sandwich. But, they had heaps of photos that people had taken and shared and that they had added and it made such a difference to me really going there versus it just being a few photos of what it was like. And I was like, and I just thought to myself oh hang on, I’m just doing this without thinking. And if I’m doing this without thinking then what are other people doing without even knowing that they’re doing it and making choices about where they’re going and how they spend their money? It’s a great place to get ahead.

– [Ian] Let me ask you something else.

– [Craig] Have you noticed that if the photos include people in them, not customers, but the proprietors–

– [Ian] Yep.

– [Craig] Just kind of always smiling and being proud of their wears, so to speak, that it has even more impact on you?

– [Ian] Absolutely!

– [Craig] They don’t even have to be super attractive, good looking people. It’s just like people here, happy, here’s my business. I find that really powerful.

– [Ian] It’s very, deeply powerful and if I tell you why, because a great example is near where we have our office in business park in Sydney, right nextdoor in the building nextdoor there is this cool cafe, right? Like I said, where all the hipsters go, right? But you know one thing that they do really well? Is that they, all the photos they take, where they showcase the cafe and the food and stuff, always has the people in it. And one thing you will notice that when people turn up, they recognize those people because they’re the people that serve you.

– [Craig] It’s exactly right. But just by having a photo of someone there, even when I go and it’s not the person, I feel more friendly to say oh, hi. It’s like, they don’t know who I am. I just saw that they, it’s weird though, isn’t it? I feel I’m all friendly when a business has photos of some people.

– [Ian] At the end of the day, we’re dealing with people, right? They’re creating a frictionless experience for us and the more comfortable you feel, the easier it is to do business, right? So finally, Craig, our Quote of the Week is from Henry Ford. As you all know, we all love automotive things, all things automotive. And he said, “Those who never make mistakes “work for those of us who do.”

– [Craig] I love that. That is gold.

– [Ian] Well, there’s some great bonus links of the week. And again, if you found this useful, we’d love for you to share it with somebody. Go to Apple Podcasts, leave us a review. You don’t have to write anything, you can just hit the number of stars and connect with us. We’d love to hear from you guys and we really do appreciate you and we hope that you’re having a great month! Craig, until next time?

– [Craig] Catch you later, Ian.

– [Narrator] Thank you for listening to this episode of HubShots. For show nuts, resources, HubSpot news including practical strategies you can implement, visit us at HubShots.com.

Episode 189: Tiny but mighty HubSpot features

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.

This episode we chat about a bunch of little but useful HubSpot features.

Listen to the episode here: https://soundcloud.com/hubshots/189-tiny-but-mighty-hubspot-features/

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 06 February 2020 | Published:

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

We’re HubSpot Solution Partners: https://www.hubspot.com/partners/solutions

INBOUND20 18-21 August https://www.inbound.com/

Shot 2: HubSpot Marketing Feature of the Week

Syncing MailChimp activities into the Hubspot contact timeline: Enable it from Settings:

hubspot settings marketing email service provider

Also gives you contact properties you create lists on, trigger on etc:

hubspot contact properties mailchimp

A useful feature for companies slowly moving over from MailChimp to HubSpot for email sending.

Example: you could use this to trigger internal email notifications or tasks.

Note: you need to know things like the MailChimp campaign name – it doesn’t pull through email details:

hubspot contact properties mailchimp 2

Shot 3: HubSpot Sales Feature of the Week

Opt out domains when associating contacts with companies

https://www.hubspot.com/product-updates/opt-a-domain-out-of-auto-creation

(this has been there since March 2017!)

hubspot settings opt out domain

Here’s further details on automatically associating contacts with companies:

https://knowledge.hubspot.com/contacts/automatically-create-and-associate-companies-with-contacts

Shot 4: HubSpot Extra of the Week

Choosing date ranges in HubSpot dashboards.

You can choose the date range at both the Dashboard level and the report widget level.

Dashboard level:

hubspot reports filter

Widget level:

hubspot reports widget settings

(Note: this one needs you to hover over the area for the link to show – which is why it is easy to miss)

Shot 5: HubSpot Gotcha of the Week

Report setting links are hidden unless you hover over the nearby area (see previous Shot).

They are easy to miss!

Shot 6: Marketing Tip of the Week

Turn off automatically applying Google Ads recommendations.

Further, as a general rule you probably don’t want to Apply many of the recommendations!

This only applies to ad suggestions for Search Network campaigns.

If you apply any ad suggestions, they’ll appear in the Ads & extensions page just like regular ads. If any ad suggestions became auto-applied 14 days after they were created, they’ll appear with the tag ‘Auto-applied ad suggestion’.

Opt-out of ad suggestions

New Google Ads accounts automatically apply ad suggestions by default.

To opt-out of auto-applying ad suggestions to standard Google Ads accounts:

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click Account settings at the top of the page.
  4. Click the drop-down arrow next to “Ad suggestions”.
  5. Choose Don’t automatically apply ad suggestions.
  6. Optional: Provide feedback about why you’re opting out of auto-applying ad suggestions.
  7. Click Save.

Shot 7: Insight of the Week

Being held ransom by ‘traditional agencies’

Typical examples:

  • Can’t get admin access to WordPress
  • Can’t get admin access to Google Analytics or Google Tag Manager
  • Can’t get admin access to Google Ads
  • Can’t get admin access to YouTube channels
  • Can’t get admin access to Facebook pages and Ad accounts
  • Can’t get admin access to HotJar accounts

The way it should be:

  • You provide a service to a client and you give them all the keys
  • Even after you’ve stopped working with a client you happily hand over access (if they can’t remember it), and you don’t charge for it
  • The only time we withhold access is if an account has our credit card on it, and they haven’t paid their invoice(s) – which is very rare.

Shot 8: HubSpot Throwback of the Week

Here’s what HubSpot was announcing 12 months ago:

Adding in LinkedIn Ads into the ads tool, after removing it previously:

https://www.hubspot.com/product-updates/linkedin-ads-in-the-ads-tool

We covered LinkedIn Ads being removed in episode 95 (July 2017):

https://www.hubshots.com/episodes/episode-95

And welcomed it back in episode 151 (March 2019):

https://www.hubshots.com/episodes/episode-151

Shot 9: Resource of the Week

Benedict Evans’ presentation:

https://www.ben-evans.com/presentations

Presentations   Benedict Evans

‘Standing on the shoulders of giants’ looks at what it means that 4bn people have a smartphone; we connected everyone, and now we wonder what the Next Big Thing is, but meanwhile, connecting everyone means we connected all the problems. Tech is becoming a regulated industry, but we don’t really know what that will mean.

2020 01 Benedict Evans Shoulders of Giants

Shot 10: Quote of the Week

“That was the greatest gift he gave to me: the belief that ideas, smartly argued, could have an impact.”

– Ben Thompson (Stratechery) reflecting on the life of Professor Clayton Christensen who passed away on 23 January.

Shot 11: Bonus Links of the Week

Keyword tools reviews:

https://backlinko.com/keyword-research-tool-analysis

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

Episode 189: Tiny but mighty HubSpot features

HubSpot Workflow Gotcha Fixer & Interesting Sales Automation

Episode 188: HubSpot Workflow Gotcha Fixer & Interesting Sales Automation

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.

This episode we chat about HubSpot’s super useful new option in workflows for avoiding merged contact issues. Plus tips for automating some of your key sales tasks.

Listen to the episode here: https://soundcloud.com/hubshots/188-hubspot-workflow-gotcha-fixer-interesting-sales-automation/

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 30 January 2020 | Published: Wednesday 12 January 2020

Shot 1: Growth Thought of the Week

Connect with us on LinkedIn

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

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

Why is everyone recording TikTok videos and sharing them on Twitter and LinkedIn?

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Workflow Merged Contact Setting

Yay, this is going to save so much work and hassle.

Means that when contacts are merged you can stop them from getting enrolled in workflows.

hubspot workflow merge enrol option

This is a very welcome update.

We first covered this contact merge issue last February in episode 149:

https://www.hubshots.com/episodes/episode-149

and then later reminded listeners in October in episode 178:

https://hubshots.com/episode-178/

Our workaround was to have global exclusion lists that we added to all workflows, and then we’d move contacts that were to be merged temporarily into the exclusion lists.

In episode 178 we wondered whether HubSpot would create a solution for this – Craig’s suggestion was to have an option when merging to turn off any workflows being fired. HubSpot’s solution has been to put the option into each workflow. This is a better solution because there are cases where you would want the workflow to fire eg any workflows that set properties eg updating a lifecycle.

The main thing you want to stop from happening is for emails to be sent out (either to contacts, or internally).

Shot 3: HubSpot Sales Feature of the Week

Sales automation: creating call lists for sales from defined criteria.  How did we do this?

  1. Create an active list with your criteria:

Outbound call list   Lists

  1. Then create a workflow to automate the task creation:

Create daily call list   HubSpot

Make sure you name the task so it is easily identifiable in that it was created from the workflow.  Else it will look the same as other tasks in the user’s list.

Shot 4: HubSpot Extra of the Week

Edit Columns on Website Analytics report

Should you use multiple copies of forms throughout your site (eg a new form for each page)?

Or use a few main forms on multiple pages.

Depends on whether your site is all on HubSpot, including landing pages and blog posts.

If so, a general approach: Use a few key forms and use them on multiple pages.

Typically the reason why people ask this is because they aren’t aware of how you can drill into pages to view the performance in terms of submissions.

Instead they just think they can only see how many form submissions there have been at the form level.

Key reports to look at are:

  • Reports > Website Analytics (use the Edit Columns)
  • Marketing > Website > and then select Details for each individual page
  • Marketing > Lead Capture > Forms (and check the Analyze tab)

Key takeaway – use the Edit Columns option on the Website Analytics page:

hubspot edit columns

Shot 5: HubSpot Gotcha of the Week

Email Smart Content Analytics lack of visibility

Currently, you cannot view analytics for specific smart content in email!

https://community.hubspot.com/t5/HubSpot-Ideas/Ability-to-track-view-performance-of-Smart-Content-Emails/idi-p/3769

What’s your prediction for smart content? Will they enable it in other modules besides rich text?

Shot 6: Marketing Tip of the Week

Anatomy of a top-performing article

https://www.semrush.com/blog/anatomy-of-top-performing-articles/

Key takeaways:

  • Longform content gets more social shares
  • Articles with more lists per 500 words get more shares

Shot 7: Prediction of the Week

HubSpot CMS goes enterprise

One of our enterprise clients raves about how good HubSpot CMS is.

He’s surprised at how inexpensive it is, and what you get for the money.

He initially dismissed it as an option due to how cheap and simple it was.

But now after working with it he loves how simple it.

Part of the perception problem for HubSpot is that the CMS is so cheap. They need an ‘enterprise’ option with a big, ‘reassuringly expensive’ price tag.

We’re predicting HubSpot CMS splits into tiers this year with a Starter, Pro and Enterprise stack.

Starter will allow a small business to create simple landing pages and a blog.

Pro will likely be what CMS is now.

And Enterprise will offer a bunch of new, not yet announced features. Expect lots more integration points, and international company options.

Shot 8: HubSpot Throwback of the Week

Here’s what HubSpot was announcing 12 months ago:

They added the ability to send up to 3 follow up emails from a Pop-Up form:

https://www.hubspot.com/product-updates/simple-email-automation-in-pop-up-forms

Shot 9: Resource of the Week

Marketing & Sales Lead Goal Calculator

Learn How to Calculate Your SLA with this Template Available for Excel and Google Sheets

https://offers.hubspot.com/how-to-calculate-your-leads-goal-for-sales-and-marketing-alignment

Shot 10: Quote of the Week

“Advice for modern marketers. Automate the buying process. Users are expecting you to automate their processes. They want a self-service experience with your company.” – Brian Halligan

Bonus

“Advice for modern marketers. Live in social. You’re not B2B marketers, you’re H2H marketers – human to human. Humans live in Snapchat, Instagram. If you’re not marketing to these sites, you might as well be marketing in a trashcan.” – Brian Halligan

Shot 11: Bonus Links of the Week

How Jeff Bezos’ phone got hacked:

https://www.nytimes.com/2020/01/22/technology/jeff-bezos-hack-iphone.html

(WhatsApp malware vulnerability – since patched)

Redirect service:

https://redirect.pizza/

Note: is free, so as with all free things, be wary of what you are trading (ie privacy) for the privilege

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

HubSpot Workflow Gotcha Fixer

– Hi, everyone, welcome to HubShots episode 188. In this episode, we chat about HubSpot’s super-useful new option in workflows for avoiding merge contact issues, plus tips for automating some of your key sales tasks. My name is Ian Jacob from Search & Be Found, and with me is Craig Bailey from XEN Systems. How are you, Craig?

– Really well, and, as you said to me just before the show, lucky episode 188.

– Happy Chinese New Year, sir.

– Happy Chinese New Year. Yeah, and cause we’re in Chatswood here in Sydney, which overseas listeners will not know, but if you are in Sydney local, you’ll know it’s a very Chinese centric area, and yeah, lots of Chinese New Year festivities been going on, it’s been great.

– That’s right. Now, Craig, what’s our growth thought of the week?

– It’s same as last week, which is connect with us on LinkedIn.

– You’ve been getting a whole bunch of connections on LinkedIn, haven’t you?

– Yes, I have and I’m enjoying it, and I’m gonna talk to somebody tomorrow–

– Hang on.

– That connected with us.

– Can I, Why are you getting all these? They’re not connecting with me. People don’t like me, they like you. They like your smiling face.

– So, listeners, here’s what you got to do. Pause the episode right now. Search for Craig Bailey and click the connect button. And then search for Ian Jacobs

– I’ll just check they’ve got the link right, and that they’re showing it. Yeah, I think it’s right, all right.

– Or they’re connecting with the other Craig Bailey, Craig.

– Actually, it’s a pretty common name probably.

– So Craig, why is everyone recording TikTok videos, and showing them on Twitter and LinkedIn.

– I don’t know, I just put this in as a bit of a joke, and a bit of a dig at a friend of ours as well, but yeah it’s like everyone’s keen to show that they’re on TikTok, so they’ll create a TikTok video, and put it on LinkedIn, and then I’m just like, why, why didn’t you just record the videos like you used to and put them on LinkedIn? I don’t know, I’m just having a go. I’m not on TikTok, maybe I’m just jealous. Are you on TikTok Ian?

– I am Craig.

– Yeah, you’re recording and posting videos?

– No, not like the ones our friends have been posting, but I was thinking about doing that, so there you go.

– I have to get one of my team onto TikTok, ’cause I’m, you know I’m a social recluse, I’m hardly on LinkedIn.

– You’re not up with the socials Craig.

– I’m not . You know where I’m not on? I’m not on the Gram. I’m hardly on Instagram. Well, I’ve got a private account which I don’t connect with anyone. I’m not on Facebook, and lately, I’ve just been kind of avoiding Twitter as well. I’ve become a recluse, I’m a nomad.

– Oh dear Craig.

– I know.

– You need to be on the socials. You need to know what’s going on.

– I’ve got to be on the socials, yeah.

– Listeners, please connect with us. We’d love to hear from you. It really does make our day and–

– Maybe that’s why people aren’t connecting with me. They know I don’t bother turning up on the socials. Why don’t they connect, ah, shot myself in the foot.

– Well there you go, we’d love to hear from you. All right Craig, on to our HubSpot Marketing Feature of the Week. And this about HubSpot Workflow Merge in the contact setting.

– This is so good, thank you HubSpot product team for putting this feature into workflows. Now we first talked about this, back in February last year, so almost a year ago. And we highlighted an issue where if you were merging contacts, say you were merging contact A into contact B, even though contact B had been through a whole bunch of workflow steps, contact A being merged in, also got enrolled into those workflows, and did all those unexpected things, so we covered that in episode 149, and then we also did it last November in 179, and we talked about a big workaround that we would do with exclusion lists, and you’d put all the contacts you’re gonna merge into an exclusion list, and you exclude those lists in workflows, and we have a whole practice, like we’d do this for all our clients, right, because it’s so problematic. Anyway in episode 179.

– Eight.

– Oh was it 178? Last year in November, I said gee, I wish HubSpot would put in a feature where you can just turn it off. Now I said I’d like it when you go to merge contacts, it gave you the option.

– Yes.

– I thought that’d be a great idea. HubSpot have actually thought this through much better than I did, and they’ve said no, actually it’s much better to put this at a workflow level. So now this new feature they’ve put in is when you go to the settings in a workflow, you can actually go, and set an option that if any contacts come in, because they’re a merged contact, they do not go through the workflow, which is actually ideal, that’s exactly what you want. Because there are cases when you may want them to go through a workflow. Setting properties is a key example of where that might be. So thank you HubSpot product team for thinking this through, thank you for putting this feature in, and I guess the action item for listeners is go through all of your workflows, especially any that send emails, that’s the big problem point. Sending emails to contacts or internal. Any that send emails, go through and check this setting, ’cause you’ll probably want to set it to no for most of those workflows.

– All right Craig onto our HubSpot Sales Feature of the Week and this is sales automation that I’ve actually done for one of our clients who requested it and it was interesting. So I just wanted to say, this about creating call lists for sales on a daily basis with defined criteria, and I wanted to just share how we do this. First of all is creating an active list, and you can put the criteria you want. So for example of a criteria that we have is they viewed certain pages on the website, and they’ve actually done this three times. They’re a type of persona that we don’t want. They’re last session was three days ago, they’re last contacted was more than seven days ago, and they’re not in one of the deal stages. So this is a really key thing, and why we did the not in some of the deal stages was because clients can repeatedly buy from this customer. So that was the first part, so this list obviously gets updated based on criteria. Then what we did was we created a workflow, and we made the enrollment criteria the list, which we called the outbound call list, and then what we do is we check to see in that list, is the owner of that contact known, if it is, then we create a task to assign a call task to that contact owner. Now if there isn’t an owner next to the contact, we then create another task, but we assign it to somebody else on the team that manages people that don’t have assigned owners, and that’s pretty much it. Now one of my little things here was when I first did this, I put in the task is call Craig Bailey, and then I realized that other people in the team were putting tasks exactly like that, when they were going, “Oh, I need to call Craig, “I’ll just put this,” they might not put your last name, but they’ll stick a task in there, because they’d spoken to you. And then I looked at this call list, and I looked at the list of tasks, and I’m like, how do I know which one got generated out of the workflow, and which one did someone actually manually type in? So then I sat down with the sales team, and I said, “Look I think we should rename this “to a way that we can easily identify it”. So now we actually put like it was a call list, and then we put the contact’s first name and last name as the task name, and that’s made a big difference, so they know straight away, well, this is generated from the workflow, and the other ones I’ve just actually put into my list. And then they go on further to put things into a queue which then they can go through on a daily basis, but it’s made a big difference to them, so now they don’t need to think, “Oh, who should I call if there is no one that’s flagged “to be called”, whereas this, on a daily basis, populates that task queue.

– This is so smart because, oh and by the way, listeners, go to the show notes, ’cause Ian’s put some screenshots, and it’ll make it really clear, especially the branching and how you’ve named it. I think it’s really good, you’ve basically called out the need for naming conventions in these tasks, because otherwise, and it just shows even down to tasks, having naming conventions make such a big difference, rather than people just having a ransom note effect of all these different kind of labeling ways, but it’s a great example of the power of automation, and the thing I really like it about it is you’re making sure nothing falls through the cracks, because when people are busy, it probably wasn’t a problem. They go, “Oh yeah, I call this, I’ve got that,” but now they’ll be like, “Oh, we missed them”, and there’d be no real way to quickly go back and check if you’d missed them, so this is just a classic example of the power of automation and it’s saving time of course but reducing errors.

– That’s right. All right onto our HubSpot Extra of the Week, Craig? And this is about editing columns on a website analytics report. Now why would we do this?

– Okay, I’m gonna tell a little story here, and eventually where we’re gonna get to is this feature in HubSpot Reports to edit the columns that you show. That’s where I’m gonna get to, but I’m gonna tell you how we get there. So we have a client that on their website they wanted to dig into reporting which forms people, or where are people submitting forms, that’s actually what they wanted to know. And so because they didn’t know HubSpot that well, they’re like, “Should we create a separate form “for every page because then we can just look “at all the forms and see which form’s getting filled out “the most and we’ll know that’s the one that’s working.” So my response was, well, probably not, it depends if all your pages are on HubSpot, in their case it is. In which case it’s a pretty clear decision, no, you only create a few key forms, and you use those forms on lots of different pages, so you can have one sign up form, and use it all across the site, and multiple pages. And then you go into your web analytics report, and you look at the list of pages, and you see where the submissions are. So you can see where I’m getting to, it started with a question, should we have multiple forms? The answer was no, because actually what they wanted to achieve was reporting across the forms, so we’re gonna use multiple forms to try, and basically get a reporting outcome. The outcome that they wanted was to check which pages are converting. So then that brings me to the web analytics report, and you might think, “Okay, web analytics”, that’s hanging off the report, so you go to the report menu, and you normally have two things, you have traffic analytics, and web analytics, and people don’t really spend much time in web analytics, but it’s really powerful so you should jump in there. But then the key thing is when you’re in the web analytics reports, just above the list, there’s a little thing that says, edit columns, and most people overlook this, because by default, it doesn’t have contacts, and contact submission rates, so they just see some other things like bounce rates, and they just think, “Oh, this is another GA Google Analytics report.” So the key is you’ve gotta use this edit columns, and I’ve put a screenshot of what we think are the default columns to use in that report. So I know I took a long time to get there, but once you have this option, you’re aware of it, then you start going, “Oh, the web analytics report is really useful”, and then you start realizing, landing pages you don’t need to use forms as your reporting methods, you’re using the web analytics. So when we show this to clients, they’re going to the web analytics reports a lot more than they used to, and it’s really powerful, and of course, if you then wanna drill into each landing page, you can, and then you look at the analytics on each landing page, and you get things like the sources, and a whole lot more sophisticated when you start moving your thinking that way, and end up on landing pages, you have a much more comprehensive view of how your site is working.

– Pure gold, Craig. All right onto HubSpot Gotcha of the Week, Craig. This gotcha is to do with email smart content analytics, and the lack of visibility. So if you’re using the drag-and-drop editor, you might actually put a smart content module in there, based on example list criteria to show or not to show, so there’s a default version, and then there’s a show this content if they belong to this list.

– So what’s a very simple example of what you might use smart content for, if listeners aren’t familiar with smart content?

– So a simple one could be if they are a customer, you show them a different offer versus people that aren’t your customers. Or maybe you show them a customer only offer in the email, and the default is actually blank, which is kind of what we’d done. So we’d done this email, it had gone out, reviewing the statistics with the client, and they go, “Okay, we can see the click map, “we can see how everything’s performed, “but how do I know what people clicked in that smart module?” And I’m like digging around, talking to HubSpot support, trying to figure this out, anyway we know how good HubSpot support are. And what happened was they tracked down that A, you couldn’t do it, and B, there’s actually in the community, there is actually a feature request to have this done which should already be in the tool, but none the less, there is a feature request, so we put a link to it, and they’re gonna actually implement it at some point in time.

– At some point. Because that feature that community link that you sent me, I think it’s from early 2018, it’s almost two years old.

– Well, probably when the drag-and-drop email editor was out I’d say.

– Oh you think it’s related to the drag-and-drop email editor?

– Yes probably.

– I don’t, why would they–

– Or maybe not.

– No, smart content would be totally separate from that I’d imagine.

– Anyway, could be like the gotcha from last week.

– But you’re quite right. When you showed me this, and said that can’t be right, so I went to one of my emails that has smart content in it.

– And you do some pretty funky things in your emails.

– I was like hang on, what’s going on, I can’t see it.

– Well you know what, Craig, I’m gonna make a prediction, and the prediction is that we will see smart modules across the system.

– Oh, so you reckon that, not just rich text you mean?

– Yes.

– Across all fields, yes, because that’s one of the limitations of smart content, it’s only rich text fields.

– Exactly.

– Can’t apply it to headings and things like that. Are you talking about just in emails or all across emails and pages and everything?

– Yes, exactly, yep.

– I think you’re right. I wonder why that haven’t done that yet? Probably just been on the backlog.

– Yeah you’re absolutely right, so.

– Headings would be a key one, rich text.

– Well, they’re kinda doing that with images.

– What about images? Yeah, you could switch out images.

– Correct, so they’re already kind of doing that, we’ll take one of the legs out, they’re already kind of doing that in the email subject field, where you can actually put different subject lines based on smart criteria. So that’s happening currently, so you can change the subject if the person belongs to this list, et cetera.

– Okay, so there are so many possibilities here when you start. You could have group modules, I wonder if you could do it at group module levels?

– Okay, we’re geeking out here, so we should stop.

– No, because you could, yeah, yeah, I am geeking out. I think you’re absolutely right. That’s a big key, you know I wonder if that’ll be–

– Inbound 2020.

– Yeah.

– All right, Craig. On to our Marketing Tip of the Week, Craig.

– Oh look, you know how every so often I like to pull out an article where someone talks about what a well performing content piece does. And they’ll analyze thousands of pieces of content and then come up with predictions, or not predictions, what would they be?

– They’ll use the data to make–

– Inferences.

– Yeah, inference’s correct.

– So this is another one from Sam Rush, And they’ve got quite a comprehensive article actually talking about what they’ve analyzed, and what they’ve noticed. And I always like to read this, I’m a bit of a sucker for reading this, but like any of them I take it with a grain of salt, because, and I just pulled out, so it’s a long article, and there’s lots of insights but I pulled out two. And one of the things they showed is that long-form content gets more shares and tends to rank better, we’ve kind of known that before, because then they run ad jumps on it, and they write really long padded-out junk. And that doesn’t rank and they say content length doesn’t matter, but anyway, this goes through, if you’ve got well written content and you’re answering a complex problem with a very high quality detailed solution, it makes sense that somethings more comprehensive will get shared more, right, and probably rank more. And the other one that they had, which I thought was interesting, and I’m just putting this out there for people who are interested in this kind of stuff to go and check out, they analyzed the presence of lists in the content. So you’ve got content and if someone put numbered lists or ordered lists within the content, a higher mix of that in content got shared more, and ranked better, and I’m just like, what’s the takeaway from this, like there’s a whole article, should we test that? Should we put more lists in our articles? Well, maybe, but I actually wonder whether it’s just one of these anomalies that’s kind of in place that they’ve found in the data showing that. So I just think that’s an interesting insight. Anyway, I’ll leave that to the listeners to go and peruse at their leisure.

– All right, Craig. Prediction of the Week. And this has do with HubSpot CMS going Enterprise. Now as we’ve seen in the HubSpot ecosystem, we’ve had products like free turn up, then started to basic just appeared, starter turned up. Professional has pretty much stayed where it is, and we’ve got Enterprise, and they’ve kind of broken the whole suite into those kind of key areas, so I think this is a pretty valid prediction, like why does HubSpot CMS not have a free, starter, pro, and enterprise version.

– Exactly. And let me just tell another story related to this, so one of our clients who’ve just completely rebuilt their entire site on HubSpot CMS, this is a global company in 40 or so countries. A massive site we’ve taken it over from Drupal, and rebuilt it in HubSpot. And the global head of digital, who was the main contact, he just loves this. He loves HubSpot CMS, and you know he said? He said, “I can’t believe how cheap it is”, that’s what he said. I don’t like to use the word cheap, and he’s like, “I can’t believe how much you get “for the money”, it’s so inexpensive to the point that when he was considering options, he’s like he’d almost dismissed HubSpot , because it was so inexpensive, he thought it’s just a basic tool, it’s not enterprise. He’s just going it’s fantastic, ’cause now he’s into it. This guy he is into the nitty gritty into the hubble, he’s into the templates, he’s into HubDB, ’cause we run a lot of the pages from HubDB. He is right across it and he loves it, he’s just saying, “This is fantastic”, and when he said, well, the price point is probably what put him off, initially it was just too cheap, he was dismissing it. I was like yeah HubSpot needs an Enterprise CMS tier of their CMS that is in quotes, “Reassuringly expensive”. And so I think the way they’re gonna do this is they’re gonna do exactly what you’re saying, they’re gonna have those tiers, where they’ll have starter, pro, enterprise. Starter will just be a very simple add on to, as you said, start it, probably have basic landing pages, you can probably build a simple site with it.

– Well in starter, you’ve got basic landing pages now.

– Yeah but plus a blog.

– Plus, got it, yes.

– I’ve got a blog there in what I’ll call the CMS starter pack. So you can build a very simple site and a blog. Pro will probably be what the CMS is now with everything in pro. And then enterprise, they’ll have to tack on some, I don’t know, some other–

– Partitioning?

– Could be partitioning, nice one. Hang on, how would that be different to what they’ve got now? Maybe partitioning at the design level. I think there’ll be a lot more integration options, maybe, you know HubSpots a platform, Ian.

– That’s right.

– That’s a modest slip. And then possibly like some of those smart content things that you were talking about.

– Yeah, that’s right.

– Right, that, so it goes into HubSpot CMS Enterprise. But it’ll be really expensive.

– Oh and they’ll be adaptive testing across everything.

– Yes, adaptive testing, yes. Of course, so look that’s the prediction. Do you reckon that’ll be inbound 2020?

– Inbound 2020, here we come.

– That’s that CMS Enterprise tier. I think it’s such a secret weapon that they’ve got, it’s such a good mature, flexible, simple-to-use tool, and I love that.

– That is the thing, and for customers of ours and clients that use the system and have been used to a different way of operating before, that is one of their biggest comments to me is the ease of use and the speed to do stuff that they’re ever thankful for, and I would recommend anybody thinking of redesigning their site that don’t currently use the HubSpot CMS to actually test it out. If you’re already a customer, ask for the trial, if you work with a partner, get them to give you the trial, because you might be surprised at how good it is.

– Actually I just wanna say something else, sorry, I’m drinking the fan boy Kool-Aid here, but another thing I’ve just remembered, have you ever used a CMS system where someone got up to speed on the backend quickly, and by that I mean building templates. Sure you train them on the front end, “Oh yeah, this is how you edit a page, put your text.” But to go in the back end, and say, “All right, here’s how you create a template,” they’re creating their own templates, they’re moving modules around, they’re editing. I have never had a client where we’ve shown them WordPress, and then we go back, and, “Here’s how you create your own template”, and they’re like, oh forget that. Whereas here they’re embracing it, so HubSpot all the way.

– That’s right. Okay Craig we’ve got our HubSpot Throwback of the Week, now here’s what HubSpot was announcing 12 months ago This is when they just rolled out the ability to send three follow up emails from a pop-up form submission, and we love pop-up forms.

– And we just take that for granted now. Yeah, of course, they did that was a year ago.

– Incremental change, Kaizen, Craig. Now Craig the Resource of the Week is the marketing and sales lead goal calculator, and this can be used as a google sheet or excel, and it’s how to calculate your SLA with marketing and sales. So most of you that use HubSpot will probably realize that you have if you’ve got your team set up well, you have an SLA between marketing and sales, and people often skip over this, but now they’ve actually created a little resource, which is how to calculate that, and how to come up with the numbers.

– Can I ask you, do any of your clients have an SLA between marketing and sales?

– I’m pushing for it, but no.

– Not one single client of ours does. And I’m not saying that’s a good thing, but I guess I’m just thinking through it, we’ve got some large clients, none of them have an SLA, often their marketing and sales teams get on very well, and maybe we’re just lucky enough to work with successful companies where they just don’t have a problem with that. Or maybe they’re not aggressive enough, I don’t know.

– That’s right, so I had very similar conversation with a customer of ours today. As we start to work more and more with their sales team, I pose a questions that is like what have you as the head of the business proposed to the guys in sales in terms of what you would deliver in terms of leads, I said because knowing everything we know about SLAs and about marketing and sales alignment, and about how HubSpot utilize that in their business, they know that if someone in sales comes in, they’re gonna deliver, they’re gonna have to do X number of leads for this sales rep to work on, to then get a result out the other end. Which I don’t think a lot of people are doing, and I only say this because when I started working with this client, the feedback from the sales team was they almost felt more comfortable saying that they could walk down the street, knocking on doors, getting better results, because they didn’t get opportunities that were generated online that they could follow up.

– And I think what you’re highlighting there is an outbound part of their business, right.? And so our larger clients, they have an outbound team, Well parts of the sales teams are outbound, they’re doing trade shows, they’re doing such a mix of things, and online marketing is part of it, but it’s such a mix, and then they are generally quite successful, so it hasn’t got to the point where marketing is getting the torch put on them, so I think that’s interesting, I wonder what’ll happen in a recession, when that comes, they’ll have a lot more pressure, maybe that’s when the SLA comes in to effect at some of these companies.

– That’s right. Oh hang on when you talk about the SLA, you’ve been talking about the last few years. All right Craig, now Quote of the Week.

– We really need to go to a sage, get a good quote. Who have you chosen?

– I’ve chosen one of our favorites, Brian Halligan, now listeners, Brian Halligan, we had him as a guest on episode 100, and as we approach episode 200, we’ll have someone special again on that episode, but there’s two great quotes, and these quotes came from INBOUND two years ago, and I still think they’re valid. The first one is advice for modern marketers. “Automate the buying process, “users are expecting you to automate their process. “They want a self-service experience with your company.” So that’s the first one, and I wanna say, ever since I heard Brian say that at INBOUND, I’ve been thinking about how do we do this for our clients, but also for ourselves? How do we make it easy for people to buy from us without having for us to get involved? Make it a self-service experience. That’s one, the bonus is advice for modern marketers. “Live in social, you’re not B2B marketers, “you’re H2H marketers. “Human to human, humans live in Snapchat, Instagram, “if you’re not marketing on these sites, “you might as well be marketing in a trash can.”

– I wonder if he’s gonna add TikTok to that list now?

– I’m sure he would. And here we are again, we have these conversations, I know you and me Craig, we have conversations on a weekly basis about people that say “Oh no, my customers would never use Facebook or Instagram” I’m like hang on a second, are they people? And then I kinda go well what are these people doing when they go home or what are they doing in their lunch break. How are they connecting with people, because believe it or not, the world still revolves around while we’re doing business and marketing to people. So I’d encourage you at minimum, and we talk about this, and we do this probably with our clients as a standard is even if you’re not gonna start marketing on Facebook, install the Facebook pixel, collect the data, and then test and measure. All right Craig, now there are some interesting Links of the Week. I like this one, because I saw this one, it’s about how Jeff Bezos phone got hacked. I read the article, I’m not gonna say anything about it, but listeners I would encourage you to go, and have a read of it, and you’ve highlighted a redirect service.

– Your mileage may very but yeah, redirect service, it’s a free one, so be careful ’cause you never know what they’re doing with your privacy there, but yeah, it could be useful to some people.

– Yeah with a URL called redirect.pizza for sure. Well listeners I hope you enjoy this episode, again, please connect with us on LinkedIn, we would love to hear from you, and we would love you to leave a review on Apple Podcast as that will greatly help us. Well Craig until next time.

– Catch you later 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

Deeply Powerful HubSpot Marketing Enterprise 2020 Review

Episode 187: Deeply Powerful HubSpot Marketing Enterprise 2020 Review

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.

This episode we chat about the new, deeply powerful, HubSpot Marketing Enterprise 2020 re-launch. Plus multi IF/THEN workflow branching.

Listen to the episode here: https://soundcloud.com/hubshots/187-deeply-powerful-hubspot-marketing-enterprise-2020-review/

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: Thursday 23 January 2020 | Published: Friday 7 February 2020

Shot 1: Growth Thought of the Week

Welcome to a deeply powerful 2020.

Connect with us personally on LinkedIn:

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

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

Thanks to everyone who has connected with us in the last few weeks.

Shot 2: HubSpot Marketing Feature of the Week

Multi IF/THEN branches in Workflow branches

You can now have multiple branches in an IF/THEN branch:

https://knowledge.hubspot.com/workflows/use-if-then-branches-in-workflows?zorseWidget

hubspot multi branch

They are checked in order, and the first that is met will be followed (ie no multi paths being followed).

HubSpot Marketing Enterprise 2020

Deeply Powerful HubSpot Marketing Enterprise 2020:

https://blog.hubspot.com/customers/introducing-marketing-hub-enterprise-2020

Kipp Bodnar blog:

https://blog.hubspot.com/marketing/marketers-deserve-enterprise-doesnt-suck

Product updates blog:

https://www.hubspot.com/product-updates/january-2020-hubspot-updates-in-less-time-than-a-coffee-break

Although it is branded as new, most of the stuff has been in portals for a while (some in beta). ABM is the main new item and is in beta for a subset of users.

[1] Multi-touch Revenue Attribution

We’ve covered this before in episode 176:

https://www.hubshots.com/episodes/episode-176

See also:

https://blog.hubspot.com/customers/a-closer-look-at-attribution-models-in-hubspot

Reminder about the Attribution Reporting academy course:

https://academy.hubspot.com/lessons/hubspot-attribution-reports?library=true

[2] Partitioning

We started discussing this back in episode 140:

https://www.hubshots.com/episodes/episode-140

Keeps getting better. Still can’t partition social channels though.

[3] Account-based Marketing

This looks really good, but is in limited beta – we don’t yet have access. Watch from the 5:26 mark in this video:

https://www.hubspot.com/product-updates/january-2020-hubspot-updates-in-less-time-than-a-coffee-break

[4] Adaptive Testing

We discussed this in episode 182:

https://hubshots.com/episode-182/

It’s about using AI to automate A/B/C/D/… testing

[5] Advanced Targeting in Conversations

This is basically just the new targeting that we have in Popup Forms now being available in Chatflows as well:

hubspot chatflow targeting

Similar to how we mentioned in episode 185 for Popup form targeting, this is really good for allowing ‘Funnels’ of bots:

https://www.hubshots.com/episodes/episode-185

[6] Higher Capacity

We touched on this in a recent episode, it is just increasing workflows from 500 to 1000 and report widgets on a dashboard from 10 to 20.

It’s Deeply Powerful

https://www.hubspot.com/products/marketing/enterprise

A good overview from Moby Siddique on InboundBuzz:

https://www.redpandas.com.au/4-tools-for-social-media-growth-hubspot-marketing-hub-enterprise-2020-review-episode-106/

Where does HubSpot fit in the market?

We’ve had a client go down the Marketo path recently, and they are spending a fortune to rip out Pardot and replace it with Marketo. Will be fascinating to see how they go.

Part of the problem HubSpot has is that in corporate mindshare they still aren’t seen as an enterprise tool. Certainly that’s the case in our client’s mind. They’ve chosen Marketo, even though I’m very confident HubSpot Enterprise is a much better fit for them.

Shot 3: HubSpot Sales Feature of the Week

From one of our listeners Scott Ingram

Sales Success Stories Podcast https://top1.fm/

Shot 4: HubSpot Extra of the Week

HubSpot Search Insights Report mini course:

https://app.hubspot.com/academy/306227/tracks/74/615/3090

Via this blog post:

https://blog.hubspot.com/marketing/how-to-create-search-insights-report

Interesting that they never mention the SEO tool – for managing Clusters

Bonus: SEO Recommendations:

https://www.hubspot.com/product-updates/a-brand-new-seo-recommendations-home

Shot 5: HubSpot Gotcha of the Week

The inability for the email drag and drop editor to read the colour settings!

Goodbye to the Links tool:

https://www.hubspot.com/product-updates/the-links-tool-is-going-away-on-january-10

Shot 6: Marketing Tip of the Week

How to clear the social caches

https://www.socialmediaexaminer.com/how-to-clear-facebook-cache-twitter-cache-linkedin-cache/

Shot 7: Insight of the Week

It’s so good to be healthy again.

Be grateful.

Which got us talking about the benefits of Apple Watch and the health features. https://www.apple.com/au/apple-watch-series-5/health/

Shot 8: HubSpot Throwback of the Week

Here’s what HubSpot was announcing 12 months ago:

They were removing Google+ support:

https://www.hubspot.com/product-updates/google-will-no-longer-be-supported-in-the-social-tool-starting-on-january-28

And renaming the Content Strategy tool to be the SEO tool:

https://www.hubspot.com/product-updates/content-strategy-is-now-called-seo

Shot 9: Resource of the Week

Google Search Console training video series (from Google):

https://webmasters.googleblog.com/2020/01/search-console-training-videos.html

Shot 10: Quote of the Week

“The obstacle in the path becomes the path. Never forget, within every obstacle is an opportunity to improve our condition.”

― Ryan Holiday, The Obstacle Is the Way: The Timeless Art of Turning Adversity to Advantage

Shot 11: Bonus Links of the Week

Social media stats:

https://blog.hubspot.com/marketing/state-of-social-media-demographics

Scaling organic traffic

https://cxl.com/blog/scale-organic-traffic/

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

Deeply Powerful HubSpot Marketing Enterprise 2020 Review

– Hi everyone, welcome to HubShots, episode 187. In this episode we chat about the new deeply powerful HubSpot Marketing Enterprise 2020 relaunch, plus multi if/then workflow branching. You’re listening to Asia Pacific’s number one HubSpot focused podcast where we discuss HubSpots tips, tricks, strategies, features for growing your marketing and sales results. My name is Ian Jacob from Search and Be Found and with me is Craig Bailey from Zen systems. How are you Craig?

– So good to be back, welcome to 2020. It’s going to be a deeply powerful.

– It’s a deeply powerful year I say.

– It’s a deeply powerful year and. Yeah, and so I know we’re recording this on the 23rd of January, so we’re almost in February, but this is actually our first episode of 2020. So good to be back.

– It is and it’s good to be in good health, Craig.

– It is we’ll chat about that in an upcoming shot.

– Now, growth thought of the week, Craig is for us to connect better, is it?

– Yes, so thanks to everyone who’s connected with us personally on LinkedIn, we just put a bit of a shout out in the last couple of episodes connect with us on LinkedIn and a whole bunch of people did, and were very kind.

– Yes.

– And said very nice things.

– Yes.

– And I’m proud about that. So thank you and if you haven’t yet, we’ve got links in the show notes, please connect with both of us on LinkedIn, we’d love to chat with you.

– And just search for us in LinkedIn, right? Ian Jacob or Craig Bailey, actually both not either or. Okay, onto our HubSpot marketing feature of the week, Craig. And this is something that kind of got slipped in.

– This is gone in under the radar. And this really is much more exciting for me because when we were planning the show, we’re like, “Oh, let’s talk about “the new deeply powerful HubSpot marketing enterprise 2020.”

– But then I showed you some deeply powerful if then branching and workflows that got you excited.

– This has got me really excited, so let’s talk about this. This is an awesome feature. I don’t know why they aren’t sharing about this.

– Maybe they’ll show a shout out about it in seven days time .

– Maybe they will. But and this is in prior right? This is not even you don’t even need enterprise for this.

– Exactly.

– But basically listeners what you get if you haven’t seen it already is when you’re doing an if/then branch previously you can have if/then and it was yes or no. Now you can have multiple yes options. So you go if this or this or this or this or this, otherwise go to the no brands so you can have up to 20 branches.

– Which is pretty phenomenal.

– It’s fantastic and this is going to save so much frustration.

– I know.

– We’ve all seen those workflows when they have if/then branch.

– They did .

– If/then and then it goes to another if/then, then have like, this massive thing that’s.

– I know.

– Really wide .

– I was actually just thinking of a customer, as I did that. Now I’m gonna go back and probably use this new feature in reaching the whole workflow.

– Absolutely right. And we also use child workflows and times to get around this.

– Yes.

– So we kind of atomize little workflow components and then we just basically show the child.

– Call the child, yes.

– We’re will we definitely using this for a number of our clients, so thank you HubSpot for this.

– And I guess the takeaway from this is actually go and review your workflows, and check to see if you can make some improvements to it. Because, as you probably know, we’ve been talking about closing loops and so on. So you know that’s within the sales part of workflows. But here’s a great example, you can clean stuff up, make it cleaner, make it better, and keep improving.

– Refactoring workflows.

– Yes.

– Should be a key place, because it is probably one of the main things that changes. I wouldn’t say go back and refactor landing pages and refactor forms and all this kind of thing. But workflows are a good candidate for that. You know, in code, there’s this idea of code dead and after a while, after years of using kind of built up all these workflows that have kind of no one knows what the hell they’re doing, they’re sitting there and no one wants to touch them. Really, if you’re doing regular maintenance and refactoring on your workflows, just keeps them nice and efficient. And when features like this, come in, here’s the perfect excuse to go in and review some of your most complex workflows.

– I think now’s a great time of the year to actually go through and review your workflows and just have a, I guess one tip is make sure you have a good naming conventions, be probably using, you should be using folders to organize stuff. But also renaming stuff just to make sure that you actually got them. You are the ones you want to actually look at. Or maybe phase out. Well you can, yeah.

– Names are appropriate.

– You can turn off workflows. So I actually went through our own portal over the Christmas break and I actually turned off a whole ton of workflows that were just no longer doing anything. You know, they had triggers, there were for campaigns.

– Yes.

– So back, you know, years ago and yeah, I cleaned it up, I’ve really reduced and because you know, in the list because you can just not show inactive, ones.

– Yes.

– And the active ones makes a lot neater.

– Excellent. All right, onto our deep but powerful HubSpot marking Enterprise 2020 review, Craig.

– It’s deeply powerful a little Easter egg for listeners go onto deeplypowerful.com, tell me what you find. Anyway, moving on. So, HubSpot, and you know, Mobi Inbounder has had a good, I’m going to say a take down

– A take down, yes.

– Or not actually, let me take that back, a bit of a take down of my kiddo actually correct. And Adobe brought some Adobe products, which I don’t disagree with, I have to say. But yeah, talking about HubSpot’s, relaunch, or kind of bundling of a bunch of enterprise features and relaunching it because and we’re going to go through a few of them in the coming minutes. But really, they’ve taken a whole bunch of things that have been there for ages, or are still just in beta, by the way, one of them ABM.

– Okay.

– It’s, that’s still in beta for a small, like, it’s not actually available to most people. And then other things like increasing limits, they’ve called that out as part of the deeply powerful HubSpot, right. That’s just like, what? Anyway, this is marketing at its finest, this is HubSpot doing, you know.

– A great bit of marketing.

– A great marketing and bundling a whole bunch of features up, but it’s also about positioning. And I guess we’ll get to that after we talk about just what the components are of this enterprise relaunch.

– Now multi touch revenue attribution is being one of the biggest things and we covered this back in Episode 176. So I think this is one of those things where you can really tie things down to where your efforts are being utilized, and whether that’s actually producing revenue. Now, one thing I did like about this update, which I saw was, they actually had the common things that marketers would want in the revenue attribution reporting, which you could select, so they had they always pre selections and the other part was, if you wanted something really specific, you could go and select that and create the report yourself. So you know, there’s some great time saving features just in that alone to show value.

– That’s right. This is very powerful, this is useful, this is revenue attribution. It’s very powerful and it’s very easy to use. And if we look at Kip Badan as Bob Post where he amongst a cast thousands it’s almost like didn’t anyone in HubSpot not promote this on social on blogs?

– It’s very well orchestrated,

– It’s really well orchestrated and as Mobi talks about it in his podcast is like we can learn from how HubSpot coordinate these things. We’ve talked about it previously, in the past when you know, they acquired PieSync it’s like, all you ever saw on LinkedIn was pricing, pricing, pricing. But here’s another one, it’s they’ve really done a good job of getting the news out on this one. But yeah, this is a good feature and it is really easy to use and it does compare to other products out in the market, but it’s easier to use.

– Yes

– And as maybe talks about the beginning from Marquette. Oh, of course, and I’ve got a bit of a comment later when we talked about one of our clients going down the Marquette path.

– Correct.

– But yeah, revenue attribution. It’s really good, but it’s been there for a while.

– Yeah.

– Sounds like this has just been launched and as you said, we talked about it months ago.

– Correct and there is a really great academy course about attribution reporting, which we’ll put a link to so encourage you to have a look at that. Now, number two, Craig is partitioning. And we talked about this back in Episode 140.

– That’s when we first talked about it. And that’s when the HubSpot, we’re rolling it out more than a year ago, partitioning, and it’s got better and better. And so I think it is pretty feature complete, there’s still a few things like you know, your competition, social channels. This is a frustration for one of our clients, their own enterprise, but they’ve got a UK sort of social channels, and then also a local one, and they want the UK team to only see the UK social channel . We can’t actually partition that yet, I’m hoping that’s coming. But it’s one of those things that’s problematic because that’s almost partitioning in settings versus partitioning in the social.

– That’s exactly right, yes.

– So it’s a bit of a work for them to do there.

– And you know, like anything just like it, they have been working through the interface design and updating, you know I think it’s just time, it’s just incremental progress. And we will see this happen, I’m sure.

– I agree, I’m pretty sure we will. But their partitioning tool is now very good. And remember, even probably when we were talking about it back in 140, we talked about issues like, if someone could only be in one sub team.

– Yes.

– And a thing like that, they fixed all of that, all those issues that we had, then it’s really it’s nice. It’s quite a mature offering there in partitioning.

– Okay, and the next one we’re going to talk about is account based marketing. And this is in beta so not everybody will have it.

– We don’t have access to it and I’d love to talk about it. All we can do is refer you to a video on the product updates blog.

– That’s right And also I guess for you to know, note, it’s not just enterprise only feature this is actually, works in marketing professional too, it said in the video.

– Fantastic.

– So with that there’s obviously particular properties that they collect, which you can see in the contact record, and there’s reporting around ABM. So I guess if you are interested or you are doing ABM account based marketing, I would definitely request that feature to be added.

– Yeah, look, I’m gonna request it because a number of our clients talk about this and.

– Absolutely

– When we talk about our Marqueta client in a few minutes. That’s this ABM and recording with the two key things and they didn’t feel that HubSpot could deliver it. So they went to Marqueta, and I’m, anyway, we’ll get to that.

– All right, and number four adaptive testing. And we’ve discussed this in Episode 182. And it’s all about artificial intelligence to automate the testing and then choosing the winners. So in the video that you will probably see they talk about AB testing being flawed, one because we have to choose we choose between two choices, we split the traffic evenly. And then we have to kind of work out which one’s the one that’s working where this way we let that artificial intelligence work it out for us based on the different things we want to test and change to test out. Number five Craig advanced targeting in conversations. So this is good or actually, it’s really more around chat flows, which I guess feed into conversations. So a couple of episodes ago, we talked about how we love the new behavioral targeting.

– Correct.

– On lead forms, I mean, pop up forms, I still call lead flows, where not only could you have normal URL tagging, but you have behavioral targeting. And in that episode we talked about, well, you can basically create funnels of forms because you can have if they’ve filled out this particular form, they go into a list.

– Yes.

– And then of course, you use that as an exclusion so that they may no longer see that pop up form, they see a different pop up forms, you can have funnels. Well, now they’ve added that also to chat flows. What I find interesting though, is and I may have misunderstood this, but it seems like this is only available in enterprise. Like if you’ve got chat flows, it’s only available in enterprise whereas that whole same targeting is available.

– In professional.

– In professional, in late forms, in pop up forms. So there’s kind of an inconverted there, but.

– You’re right.

– Again, I’m glad to see this target. If you’ve got enterprise happy days, you know, you can make those consistent funnels really.

– Funnels, yes.

– And run them across all your pop up forms, and chat flies.

– All right. And then finally, we saw high capacity. And we touched on this in recent episodes, where they’ve increased workflows from 500 to 1000 and report widgets from the dashboard from 10 to 20.

– I mean, that’s great. I don’t know if it’s worthy of you know, I think they’re scraping the bottom of the barrel like, “We’ve gotta get another feature into the HubSpot,” sorry, that, the deeply powerful HubSpot marketing enterprise 2020 launch. And so they decided to go increase capacities as number six.

– That’s right. So Craig, knowing all these features, and there are many more features in enterprise, that people are using or have the ability use, but where does HubSpot fit in the market? When we when we’re talking about this? Where does it fit?

– Okay, so I think it’s no, it’s pretty clear that, well gunning for enterprise I think as Mobi, and many others have said, they’ve got Marqueta in their sites probably part out as well. They are looking to go into that enterprise market. And you know, their ease of use, I think is in some ways, their hurdle, because when you’re in corporate, and I think Kipps Post talks to this.

– Yes.

– It’s kind of like, well, if it’s an enterprise tool, it’s got to be clunky and hard to use, and complex I’ve got to get a whole team in and I need, you know, a whole bunch of expensive consultants. Otherwise, it’s not really an enterprise tool. And when you see HubSpot, you know, you do a demo, and you can kind of show it in five minutes. It’s kind of like, “Ah, oh, well, it’s probably “pretty simple,” you know, it’s not, where we’re after something we don’t understand. I joke but I think that’s a corporate mentality. There’s almost a, there’s almost a comfort in knowing that it’s too complex.

– You know what I think you probably hit the nail on the head there. And I’ve had a similar experience talking to a large organization recently. Where there we’re suggested that they should use Salesforce and they should use Marketing Cloud. And one of the things was usability, they were like, we just, we looked at him, like, how do we use this? Like, we’re going to need some very specialized help to actually use the system and get the most out of it. And one of the reasons they were keen to have a look at HubSpot was can we use it? Is our ability to use it and get the results we need, and have people across the organization use it all the time? That was a really key component in the proof of concept.

– Right.

– So there you go.

– But that’s good. And that is representative of the shift in mindset that we’re seeing in corporate and enterprise. People are starting to go, “Well, you know what, “it shouldn’t be complex,” and that’s what Brian Halligan has been saying for ages and of others at HubSpot. It should be easy to use and people are starting to now feel like and look I had to use the iPhone as an example, but you know, it took a while for people to get, “Well hang on, “it’s a really cool tool, we can use them in enterprise “where it’s got that consumer usability.” Everyone expects that now. So now even with enterprise software, they want it to be easy to use and this is where HubSpot comes in. So that’s, what I’m going to say is mindset is changing, but in some ways, being easy to use, there’s still a whole segment that it will find that off putting they want the complexity, because that’s what they used to. But it is changing. So pros and cons. But in terms of where they’re positioning in the market, yeah, I think they are going after these big enterprise tools and the ease of use, and why they calling it deeply powerful is for exactly that reason, to show that it’s actually not a simplistic tool. When I think of my client, I just had a client who we’ve built their, this is a multinational global company in, I don’t know, more than 40 countries. We’ve built their website in HubSpot CMS. They use Pardot currently for the marketing automation and Salesforce for their CRM, they are checking out Pardot because they hate it. But they’re replacing it with Marqueta. And even though we’ve done multiple demos, we’ve had the HubSpot team in there doing demos about HubSpot enterprise, they were adamant that they wanted to go with Marqueta, they just felt it had far more sophisticated features set on attribution and account based marketing. Sorry, I was just having a mental blank there. Campaigns tracking because they’re getting visible, and things like that, bringing all these clunky tools together trying to get working with Salesforce, our social no, I haven’t thought about that yet. Our events, we haven’t thought about that yet. Anyway, this is a half a million dollar project that they’re putting in place to roll out Marqueta and then get a Marqueta partner in for the next nine months to set it up and implement it. And I’m just going to be fascinated to see how this rolls out because compared to how easy it would be to achieve a lot of what they want in HubSpot. I’m just kind of bewildered and I know a bunch of the guys on the HubSpot’s sales team, are just scratching their heads going, “What are they gonna do?” Because they love HubSpot for the CMS. They love the website. They love even getting they’re making changes. They’re going to try and implement Marqueta with that and keep, anyway, we’ll see how it goes. I find it frustrating, but then I use this as an example of that mind share, they’re just so fixated on, “Oh this really complex toppler, “top of the line premium system,” I think they’re going to be disappointed and ultimately pay.

– They’ll get something Craig, it’s just that well, what they will get what they want out of it is another question.

– You know, they might get comfort from all that money they paid, “We paid so much money, it must be good, “must be working for it and we’re happy.” I don’t know, let’s see.

– All right on to our HubSpot sales pitch of the week, Craig, shout out to Scott Ingram, who connected with us after this podcast, and I discovered he had a podcast called Sales Success Stories. And I have actually been listening to Episode 84 where he had someone caller Carl Crews, and he was talking about successful selling in a small company. And it was really fascinating. So he basically interviews the top 1% of sales leaders in organizations. And I have found it deeply encouraging and insightful just to learn for myself. So Scott, thanks for connecting with us and then also introducing this podcast to us. So listeners, have a listen. I’ll put a link in there, it’s called Sales Success Stories. All right, onto HubSpot extra of the week, Craig.

– You know, we spoke back I think in November, you told me that everyone at Apple.

– Yes.

– The first hour of the day, they do training every day.

– Yes.

– And at the time, I was astounded. And I said, “You know what? “I’m going to do that with my team,” anyway, for the entire January.

– Yes.

– The first hour of every day we just spend training. So we’ve been going through a lot of the HubSpot Academy courses.

– Right.

– And a few other courses.

– Yep.

– It is working really well. Everyone in the team loves it. We’re just learning so much stuff I’ve actually been going back through, because I’m doing it as well. I’m going back through the content strategy courses and the certification and they’ve got a bunch of these mini courses. The one I’m going to shout out today is the Search Insights Report mini course, and found this through a blog post recently by Ajah, by the way, she’s awesome.

– She is.

– Yeah, but she’s got this mini course as well. And it’s all about how they, I mean HubSpot, manage their clusters and the keyword research and pulling it all together into spreadsheets. So that’s what I’m going to recommend. I think it’s a great little course and I’ve actually been implying this because I’m doing a whole review for one of our businesses, a whole SEO review, content strategy review. I’ve gone through every single blog post. I’m looking how it feeds into clusters, I’m really embracing this whole hub and spoke model and using clusters and I’m actually putting a whole strategy around it. Now why would that sound strange? It’s because as you know, it’s like Palmer’s bathrooms, right? Or cobblers, cobbler’s shoes, right?. What else? Mechanic’s car, right? We never do it for ourselves, I’m doing it for ourselves and that’s a result of training.

– Yes.

– Coz training’s motivated me and we’re doing it and it’s really good.

– That is fantastic to hear, Craig, well done and well done to your team. All right HubSpot gotcha all the way Craig. I want to highlight this because we were onboarding somebody that has upgraded from mapping status to professional who was setting it up, setting all the standard colors in the email tool, putting the addresses and so on. And then my client tells me she goes, “Why do I have to keep changing these colors? “Can we just set this up once in the drag and drop editor?” And I thought, yeah, that seems pretty reasonable. Anyway, tried to do it. Make sure I’ve actually set all these things up correctly. Check colors are all good. My scratching my head, I’m like, “What’s going on here?” Anyway, on HubSpot support, which we love, and I find out, Oh, in there is an ability, there is an inability in the email, drag and drop editor, to read the color settings. So they actually have a feature, someone’s put in a feature request to make sure that it actually reads it from the color settings.

– Hang on, that’s not a feature request, that’s a bug. Surely that’s a bug.

– So I had to upload it. Anyway, I have upgraded this, hopefully we’ll see it soon. But here’s a thing for listeners. Now I know and some people are using Marketing Started probably doesn’t matter so much, because going from nothing to using something is a massive step. And you know what the default templates and the text and everything is actually really nice. When you start to go, I need these particular color links, or I need this to be like this and you’re very particular about your brand, this is when you’re going to have in probably, gonna have problems and you’re gonna have to either have one email that you keep cloning and editing, or you’re gonna have to keep redoing those colors and fonts every time you do it.

– Look, surely that’s a bug. I can’t believe .

– I wouldn’t say. I wouldn’t say so but.

– And what are they expecting, thanks, when they implement that feature?

– Hey, that’s going to be a new marketing professional feature, right? out of any deeply.

– Now Craig, you did mention there is a good buy to the links to in HubSpot, which is actually has gone away.

– Yeah, the gotcha is, did anyone actually know about it?

– That’s why it’s gone away.

– Yeah, and I think that probably the least missed feature there. I did occasionally used to look at that, but I haven’t tried it, so it’s good.

– You know, I you know what, I’ll get it. I’m gonna divert from our conversation here. I’m going to relate this to cars. Got a Mazda CX nine, which my wife drives, and it has a head up display, now ever since we’ve had the car, every time it goes in for service, they do a software update, and my head up display changes. So I’m a bit of a con that as most of you probably realize, I love having, reading different bits of information. So I like, you know, the engine revs on the head, the engine revs on the head up display, they had this speed, they have navigation. So here I am, I go to the service. So this is like the second time it’s happened, I go back to the service. I gotta go to service, pick the car up, turn on the car. I’m like, hang on, where’s my attacker disappeared to on the head up display? Anyway, they’re going, “Oh, yeah, that’s strange.” Call the service guy back out, he’s like, “Oh, yeah, okay.” He’s like, making sure the software is up to date. “Yep, okay, cool.” Anyway, I’m like, “Okay, can you just go check on a new car “that you have that this is the case?” Oh yeah, it’s the same thing. Anyway, they’ve discovered obviously in the head up display, what information is the most important that people utilize. And that’s relevant when they’re driving, right? So there’s a speed indicator. There’s the speed limit display, and there’s a whole bunch of other things. So it’s really interesting in this whole time that we’ve had the car which has been for the last three years, that has changed pretty much every time we’ve gone in for a service, because they’re constantly monitoring, what’s actually giving value to people in the head up display unit. And to me, I’m like, “Wow, that’s really interesting,” that car manufacturers are doing this, and constantly updating stuff, so anyway.

– I find that interesting. First of all, how do they work out, what’s the most useful? Like is there any feedback that you provide that says, you use this on head up starter?

– I am pretty sure that when cars go in for service, and they plug in their computers to read the diagnostics, they would read what’s actually being utilized on the head up display.

– Oh, you can actually configure it yourself?

– Yes, there are certain things you can configure there’s show and not show.

– All right. So you configure it, but then when you go back, they’ve changed it on you.

– Correct.

– Wow, so.

– And they’ve taken features out.

– So that’s a bad experience shurely.

– I think so .

– What’s different from that just being in a piece of software, is that the head up display is to help you when you’re driving.

– Correct.

– So basically, you’re going to be driving, and go “Oh, hang on, we’re is it? “Oh distracted, oh, hang on,” and you’ll be fixated on the head up display drive into the back of something, it’s possibly a safety issue, removing something like that.

– Look, it’s the tacker, right? So it’s not that important, really the speed.

– No, no, I’m not talking say specifically of the tacker, I’m just saying the concept of changing what you’re used to, and perhaps even they change the position of something you’re used to using the head of which is going to When they change, it’s like that’s a distraction.

– True and so in saying that they actually have changed the placement of certain things. And I guess you don’t fully understand until you until you start using the different systems in the car. And then you realize, oh that’s why this has moved to this particular place. And then you go, “Oh that makes sense now,” but in the initial instance, you kind of like, “What just happened here?” But you know, here you go, the perfect example and I just see this happening across the board. Now back from my total divergents about talking about cars. Marketing tip of the week, Craig. How to use social cases. Now why should we worry about this?

– Look, I think we talked about this every 20 or 30 episodes or so what we run in a client’s posted something on a blog post, I shared it to Facebook. Then they change the blog post and they go and share it back on Facebook again, but it’s really got the old thing that had an error or a typo or something like that. And so we talk about the Facebook debugger.

– That’s right.

– How it’s linked in order to get what is one anyway, so we, this comes up ever again, so I think we should just have a recurring mention of this.

– We should create recurring tasks .

– Recurring shots, and here’s just another post about it. So if you ever have those issues, where you share something on a social channel, and it’s not showing how you feel it should because you’ve already changed the blog post.

– Exactly.

– Check this post will give you links.

– When titles and image changes but then it doesn’t pick it up. All right now inside of the week, Craig and for 2020 I think you’ve learned the value of it’s good to be healthy because I think you started this year really very sick.

– I’ve been very sick yeah, I had sickle cell, been in the long time.

– I know you’ve been ever since I’ve known you.

– Yeah, because I actually have to go to the doctor.

– That’s right.

– That’s how bad anyway, I got wallow in that but the reason why I mention it is because I am so grateful, when the great thing about when, you get well again is you just feel so happy and appreciate good health. So be grateful, don’t take it for granted. Yeah, I just think, attitude of gratitude kind of thing.

– That’s right.

– I don’t want to be too cliche answer so, that.

– And you know what, after your little episode, and we’re going to highlight we started talking about the health benefits of having an Apple Watch and what that means. I’ve put a link in the show notes about the Apple Watch and the health features, which I think you know what? Pretty good, because I use an Apple, I’ve been using Apple Watch for a while and I really enjoy the health features and benefits out of that. Just to keep a track and be aware to myself, it’s like, like my head up display. Time to breathe, time to stand up, time to move some more so getting stuck, it

– Does it have a prompt to be grateful?

– I’m sure we could make one up, Craig.

– Is it after that and the deeply powerful level watch, there we go.

– All right on to HubSpot, sorry HubShots throwback of the week, Craig. Now 12 months ago, what was HubSpot announcing?

– I like to go back to Atlanta to, you know, when they we’re announcing, the end of support for Google Plus.

– Wow.

– Remember Google Plus?

– I know, seemed like it eternity, and also, they had renamed the content strategy tool to what we know now as the SEO tool.

– Yeah, which I’ve been getting into for the classes of pace, by the way I forgot to mention this when we were chatting about I was giving that call out to the search engine or search insights report course because that’s all around clusters, but nothing in that academy courses about using the SEO tool, probably because it’s not applicable for HubSpot itself. And they’ve got so many clusters.

– Yes

– And so many things but yeah, they didn’t even mention it. And I wonder, I’d love to know the telemetry on that SEO tool. They’re putting this SEO recommendations based now. Which is correct, which is actually quite good.

– Yes.

– But they’ve got the topics part and this cluster thing, it’s just no one’s taking it.

– Okay.

– I don’t think people are embracing it. So be interesting to see how long that stays around.

– Now we have a resource of the week, Craig, which is a Google Search console training video series. And this is actually from Google, on the webmaster blog. So I’d encourage you to look at that, I think this is actually important, there are actually features being added to this tool pretty much, probably weekly. So I would encourage people to actually to get skilled up on it and utilize the tools that you’re given because you’ll be amazed at the things you can find out from using Google Webmaster.

– Yeah, this course is really good and shout out to Edwards on my team who went through this training and it’s just a search console for our clients now. And it’s such a wonderful tool, Google’s search console. This training just brings it makes it really easy to use.

– And finally, Craig, our quote of the week, and this is from Ryan Holiday, from his book, The Obstacle is The Way. The time must art of turning adversity to advantage. The obstacle in the path becomes the path. Never forget, with every obstacle is an opportunity to improve our condition, deeply powerful. Now listeners we’d love you to leave us a review on Apple podcasts and we would love if you would connect with us on LinkedIn. So just search Craig Bailey and Ian Jacob, and connect with us and let us know, we loved hearing from all the people. So shout out to you know who you are. And I’ve actually had conversation with some of you. We really do appreciate your listening and we really hope that you guys have your best year ever and make 2020 a real year of setting foundations that will take you for this next decade. Well, Craig, until next time.

– Catch you later Ian.

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

HubShots Episode 186: Optimising Popup Forms

Episode 186: Optimising Popup Forms

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.

This episode we chat more about using behaviour targeting on HubSpot popup forms. Plus we ponder whether you should show ads to existing customers.

Listen to the episode here: https://soundcloud.com/hubshots/186-optimising-popup-forms/

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: Wednesday 11 December 2019 | Published: Friday 24 January 2020

Shot 1: Growth Thought of the Week

Have you started thinking about your marketing plans for 2020?

Welcome back (again)

To the Two Turkeys podcast – that’s a reference to episode 181.

We have stickers!

We’re recording this on 11 December 2019 but it probably won’t go live until 10 January 2020, which means that by the time you hear this you’ll be well into planning your marketing campaigns.

What have you planned? How is it different to last year?

HubSpot HealthCheck: https://www.xen.com.au/services/hubspot-healthcheck

Shot 2: HubSpot Marketing Feature of the Week

Behavioural targeting in HubSpot Popup Forms

More on behavioural targeting in Popup Forms (note: we only use slide-in forms)

Action item:

  • Sort your popup forms by number of views
  • Review low Submission rate forms
  • Set exclusion targeting as appropriate

hubspot popup forms optimising

Goal is to increase the submission rate of forms

Typical opportunities:

  • Newsletter and Blog signup forms that show site wide

Shot 3: Sales Tip of the Week

Own your sub-optimal processes

If you receive client feedback about issues with your processes, own it, respond quickly, improve it.

Ian shares his experience with buying a Mazda CX9.

Shot 4: HubSpot Extra of the Week

Content partitioning

Rolling out across all assets:

https://knowledge.hubspot.com/cos-general/assign-content-to-your-users-and-teams

This is coming up in more client discussions – being able to partition content and contacts between teams in companies.

Still slightly confusing to set up at first.

Take an approach of locking assets down, versus opening assets up.

Also note that it isn’t immediately obvious how to partition assets ie Assign to users

hubspot asset options

Aside: I’m not a fan of having to tick a line in order to see the actions available.

Also note that Move is not an action on the More dropdown, it is only available by ticking and seeing the actions available

Shot 5: HubSpot Gotcha of the Week

Non-HubSpot forms tracking login submissions

There’s no way to turn them off on pages like the WordPress login page

Workaround: use GTM to insert the script and set the trigger to exclude /wp- pages

Shot 6: Marketing Tip of the Week

GMB reminder

Another reminder to keep your Google My Business profiles up-to-date – it’s the only real remaining free Google asset that is still available to all businesses large and small that is easy to manage.

Some tips here:

https://searchengineland.com/how-to-level-up-from-a-google-my-business-apprentice-to-a-gmb-master-326090

Shot 7: Insight of the Week

Should you stop showing ads to customers?

Saw a MailChimp user on Twitter complaining that they were seeing ads for MailChimp.

They were complaining that MailChimp should know they are a customer and exclude them from being targeted.

A few comments:

  • Not sure if this is intentional or not on MailChimp’s part, but I’m going to assume it is. In which case they’ve likely analysed the data and found that existing customers retain longer, use more features, or add usage, based on advertising => test and measure
  • Possibly they are trying to exclude customers, but this person complaining (who is likely tech savvy) has an ad blocker that blocks tracking scripts and thus can’t be part of an exclusion audience

Takeaway for marketers:

  • Make sure you have a strategy to test eg is retargeting existing customers a good ROI
  • Start with an assumption (hypothesis), and test and measure

Shot 8: HubSpot Throwback of the Week

Here’s what HubSpot was announcing 12 months ago:

HubSpot renamed the Content Strategy tool to be SEO:

https://www.hubspot.com/product-updates/content-strategy-is-now-called-seo

Shot 9: Resource of the Week

Exploding Topics

https://explodingtopics.com/

A neat window into Google Trends topics

Shot 10: Quote of the Week

Your success and happiness lies in you. Resolve to keep happy, and your joy and you shall form an invincible host against difficulties.

  • Helen Keller

BONUS:

“Test and Measure” – Two Turkeys

Shot 11: Bonus Links of the Week

Recorded with love by Two Turkeys.

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

HubShots Episode 186: Optimising Popup Forms

– Hi everyone, welcome to HubShots, episode 186. In this episode we chat about using behavioral targeting on HubSpot popup forms, plus we ponder whether you should show ads to existing customers. You’re listening to Asia Pacific’s number one HubSpot focused podcast, where we discuss HubSpot tips, tricks, strategies and features for growing your sales marketing results. My name’s Ian Jacob, found with me is Craig Bailey from XEN Systems. How are ya Craig?

– Really good, and welcome to 2020. What’s interesting about this is we were working out schedule for the shows. We’re recording this on the 11th of December, but due to, I don’t know, I’m gonna say how organized we are, but actually it’s how badly organized we are, this show won’t appear til probably the 10th of January hearing this. And we were realizing that this means the show you heard last week probably had us wishing you a Merry Christmas, even though it was 2020. So sorry folks, but yeah. This is our 2020 welcome back episode, also known as the Two Turkeys podcast.

– That’s right. We’d thought we’d rebrand for 2020, hey Craig?

– Yes, and folks, that’s a reference to episode 181 when you made an offhand comment about two turkeys, that’s us, making a comment about the product. I don’t know if that translates in Australia. Turkey is kind of like a, check out that turkey.

– That’s right.

– It’s like a bit of a fool. But I don’t know if that translates.

– Not quite to our US listeners, right?

– Yeah, anyway the Two Turkeys podcast, that’s us.

– So Craig, what have we got planned for 2020?

– What’s interesting, it’s always that start of the year is the time to think about, well what have we got planned marketing, and I am actually interested in listeners. I’d love to get some feedback from listeners what you’re actually doing. I know everyone tries to be planning for the year in the previous year, so if you were really organized, you would have had your 2020 plans all–

– Done.

– All the strategy in place already, but look, let’s be realistic, for most people it’s not. They’re coming back after a break and they’re getting into it. And I think this is a good time just to reflect, think about what you’re doing, and also look at how, well, not to be too blatant about it, but how you could be using HubSpot better to accelerate and automate your marketing implementation.

– Correct, and you know what’s really great to staff with, is to have a HubSpot portal review, Craig.

– A bit of a HubSpot health check.

– That’s right, a HubSpot health–

– Help you with that. Yeah, so check out the link in the show notes. And also an annual marketing review.

– Yes.

– This is something we do for clients.

– We’ve been doing that too, so that’s a really good one. And you know what’s really good? Having a one page marketing plan that everyone looks at. And if you just keep it front and center, I think it’s a great way to realign the team and make sure that you’re on track, and you know, make sure you’re using campaigns within HubSpot because that’ll keep you on track and you can attribute it revenue back to some marketing goals, Craig. So Craig, talking about our marketing feature of the week.

– So I’m gonna talk about behavioral targeting in popup forms again, ’cause we talked about this last–

– In the previous episode.

– And sorry listeners, again that you’re hearing this in January because this feature came out, I think at the end of November actually.

– Correct. It was in the December update.

– Right. So by the time you’re hearing this again, why are they talking about this new feature, behavioral targeting? Well it’s because we recorded this show four weeks ago when it was new, so hopefully you’re using it already, but if you haven’t, here’s a quick recap of what it is. It’s part of the targeting on popup forms to show, to dictate where they show. So previously you could say, oh this URL, maybe some UTM parameters. Now, and it’s called behavioral targeting, you can target it based on things that they’ve done on your site. They could’ve visited pages as we know, but they could be part of a list. And this is the most obvious one. Are they already part of a list? Are they a customer? Lifecycle stage, all these kinds of things, and so I want to remind listeners, that this probably one of the simplest and yet most effective things that you can get in place on your HubSpot forms on your site.

– Now Craig, what is some action items people can take away?

– All right, so here’s a quick suggestion for how you prioritize this. You go to your forms listing, you just choose popup forms, you order by the number of views that those popup forms have got over the, say all time. Could be the last month but I would just say all time. And I’ve got a screenshot in the show notes for this. And then you pick off the ones that have the lowest submission rate. So what you’re identifying is popup forms that show a lot, but yet not many people fill them out. And I’m gonna have a guess that for many people, the newsletter, and blogs subscribe forms are in this category because people have already signed up for them. So why show them again and again? Well, you don’t have to anymore. You can actually go into the behavioral targeting and exclude it from showing to people who have already filled out that form. So start with those, and the whole goal is you want to improve the submission rates of your popup forms.

– Now Craig, people will often ask me, what is a good submission rate, Craig?

– Well it depends, however, I’m always looking for something more than 2%, and I think in the screenshot we’ve even got some over 20%. Popup forms, and I know we’ve got higher than that on, I probably should, you know what? I should’ve–

– Hyper targeted.

– I should’ve selectively sorted it by submission rate, ’cause I know we have some that are more, higher, but they’re very specific. Typically if you’ve got a general site wide thing, it’s not gonna have a high submission rate. But I think they’ll get better now. Even site wide, because once people fill them out, it’ll cut down those views and the submission rate percentage will look much better. But yeah typically 2% at least is what you’re going for.

– So Craig, is one of the tips is, if someone has filled out that form, should we be adding them to a list to never show that form, popup form again?

– That’s exactly right. You can create an active list based on which popup form they’ve filled out, so you just target that, create a specific list. And then in that form, exclude that. So it’s very clear. And as we said last episode, you can then start kind of creating chains or funnels of popup forms.

– Yes.

– So since they’ve filled out this popup form, don’t show it anymore, show the next one only to people who have filled out that previous form.

– All right Craig, sales tip of the week. Own your suboptimal process.

– Isn’t suboptimal such a great word?

– It is. So if you received client feedback about issues with your process, you need to own it, respond to it quickly, and improve it.

– Now I’ve had an experience of this lately, but you’ve had an experience of it as well. So tell me about your experience where you got a suboptimal, you were part of a suboptimal process and how it was resolved?

– You know I love cars, and this was my last time I was buying a Mazda CX-9 for my wife. And so, very excitedly, you know, went in, spoke to different people, did the deal, and so I dealt with this dealership many times over. I had a great sales guy named Darren, got the car, and we were taking the car, we were going on our trip, we were going on a trip to Melbourne actually, I think for a wedding. So we were really excited.

– So just to explain. So you live in Sydney, Sydney to Melbourne is what, a 10 hour drive?

– Yeah, about eight hour–

– Actually–

– Oh no.

– Actually depending which car you’re driving.

– Yeah, that’s right. I think it’s about eight hours, Craig, if you go straight through, ’cause the roads would become so much better now. It used to be 10 hours. So we were really excited, here we are, kind of like, probably, that was probably the first new car we’ve probably bought since we’ve been married.

– Oh and by the way, happy anniversary for you this week.

– Oh, thank you.

– Congratulations.

– And so we were really excited, anyway, going on the trip, got all the whole sat nav and everything. Anyway, the sat nav screen, all the, in cars now you’ve got the centralized screen, this screen keeps cutting out, right? So we’ve got the sat nav on, really excited, first car we’ve had with sat nav and all of these exciting things that show up on this really nice screen in the middle. Anyway, it keeps cutting out. I’m like, oh, this is not, this is a very suboptimal experience. Anyway, take a picture, send it to the guy, he’s like okay we’re cool, we’ll get it sorted out. Come back, return back from Melbourne, send the car in, anyway they can’t find the problem. I’m like, okay, this is not very good, because this keeps happening. So anyway I’m like, there’s got to be a problem. This is happening to me all the time, like you can’t tell me that just because you plug your computer, it says there’s nothing wrong, it’s not working. Anyway at this point I’m getting really angry, right, because they’re like, there’s no problem with the screen, we can’t do anything, you know, we can’t replicate this problem. So anyway, I had to leave the car with them. Now, and now I’m getting really angry, so now I actually now look up the general manager of the dealership and I’m like, I want my money back, I want another car essentially. You know, this is just not, this experience is getting from bad to worse. Anyway get on, I know the service manager, get on really well with him, so I said, look I think there is a problem and I don’t think it’s software related, it’s actually probably hardware related. Anyway, this is after I’d sent the general manager an email and then he got the sales guy to respond. So he didn’t respond, but I’m now trying to have a conversation with him. Gets escalated, service manager who I happen to know, who’d been there for years, like 10 years. Anyway, he goes, okay well I’m gonna take a screen out of another car and put it into your car to test it out to make sure. Anyway that happens, problem fixed. Faulty screen, right? But they would not have found that if they didn’t actually take it out of one car and put it into another. Anyway, why I want to share this experience was, all through this process I’ve been trying to get to the man at the top to say, hey there’s a problem here, and everyone’s just fobbing me off, and I just, I just want to get it fixed. I like the car, I like you guys, I just want my car to work the way, what I paid for. Anyway, not once did he respond. And I was thinking to myself, is it really that hard? Are you really so far up this food chain that you can’t respond to me? Like, anyway, thankfully, great service manager, great sales guy who are still there today, and every time I go in I say, I go and say hi to them. So that fixed, but you know why I wanted to highlight this is because you’ve had an experience, and somebody at the top of the food chain actually took the time to respond to you, which made me believe that no matter who you are, if you care about the one, you will respond.

– I think that’s really important in that anecdote is, that’s a real life experience where they’ve done a lot of work upfront to sell to you, never mind I don’t know how many millions they spend on advertising etcetera every year. Get you in through the sales process, get you buy the car, and then you’re really disappointed, and then it’s so much pain to just get something little fixed.

– Yes.

– So the process is suboptimal, it’s broken down. But yeah, so your point is though, I think that if you couldn’t have contacted the right person to get it fixed, it still would’ve been broken. You would’ve been an unhappy customer. You do like cars, you talk with cars with all your friends, you’re an influence to friends, you know, we all know that peer kind of recommendation. You would be bagging them out, but now you’re actually a bit of a fan because luckily you got to the right person.

– Correct.

– But, it was hard.

– It was hard.

– And so tying this back to the sales tip of the week, you’re really actually just highlighting that you’ve got to be responsive when people have feedback for you, good and bad.

– Correct.

– And respond quickly to it and fix the issue, because you’ve put in so much work upfront to get the sale, and then to destroy it all with actually suboptimal processes at the end. And yeah, my experience, I won’t say who, but it’s the CEO of a billion dollar company, who I contacted via email and they responded to me six minutes later.

– Correct.

– I have, I was so impressed. It took all, what did I say? It took all the heat out of my anger.

– Yes.

– And so that, in some ways, has just solved it. But if they just fobbed it off and didn’t respond, and things like that–

– That’s right. Now, it isn’t resolved, right? But at least–

– It’s not resolved, but I felt heard.

– You felt–

– And I know it’s been actioned by the CEO of a billion dollar company. I’m just like, wow. This is impressive, this is how it should be done.

– You know what I think? It’s not beyond any one of us, no matter what your position or place to actually understand and hear out people.

– And I’ll just say in case that CEO’s listening to the podcast, you can play it back to this date, 11th of December. Thank you if you’re listening.

– All right Craig, HubSpot extra of the week, content partitioning. Now, this was something that, I don’t actually, to be honest, I didn’t that a lot of people were using this. It’s something that was brought into Enterprise, people that manage multiple brands and want partition in between teams, etcetera. So it used to be on content and contacts, and now this is rolling across, right across the board.

– Look, it’s eventually getting to everything. The reason I’ve put it in, in HubSpot Extra is because we are getting increasing requests for this from clients. And not necessarily huge clients. We’ve got a client, they’re on Enterprise, but they’ve got a few different teams, and they just want to lock it down. They just want to be more careful I think in terms of who has access to what, contacts from pieces of content, assets, workflows, emails, etcetera. They’re just getting smarter about it and putting systems in place. So, we’re getting more questions about it and I think it’s good to see HubSpot actually rolling this out. I mean, it’s still not across everything, but it’s almost there.

– Yep.

– And the comments I’m making about this I think is for marketing managers to be looking at this. We’ll be actually be putting a lot more, I think thought into this for our clients, especially our Enterprise clients. It’ll actually end up being something in our HubSpot health check, our service as well, making sure content partition is understood and implemented where appropriate. Here’s what I’ll say about content partitioning. It’s still a bit difficult to understand the setup. Oh, I’ve got to go Users in Settings, and then set Teams, and then what do I put them as a child, team, and that, how does that work, and how does that flow up? You get your head around it eventually, but it’s not that intuitive. And the other side of it is actually assigning partitions or users to teams. I think it’s, and in fact, this is a general user interface comment. You know when you have to hover over things to see a More button to go, oh, that’s where I can do it.

– Yep.

– Or in some cases, you actually have to tick next to an asset–

– Yes.

– Screenshot in the show notes and emails. You’ve actually got to tick an email if you want to move it to another folder. So some things are just not obvious. And so one of the things we’ve got to do in HubSpot is often just tick things to see if it shows any other option you can do. Those things aside, I think this is something that’s gonna become bigger and better. The thing for people to remember is they go, oh how do I partition this content? You’ve got to remember, it’s actually about assigning it to users. So the approach you’ve got to think about is, oh I’ve got to assign this to users as opposed to I’m partitioning this content into something else, ’cause you would naturally think, oh, I’m putting this, I’m partitioning this content. No, you’re actually assigning it to users. And the final thing to remember is, you are locking down rather than opening up. ‘Cause if you come from a security background, you’re kind of like, everyone has access to nothing initially–

– That’s right.

– And then you open it up by giving them permission.

– Yes.

– With content permissioning, to-date, everything’s open to everyone and you actually have to go through locking things down. So for clients who often have to kind of say, oh okay, well we’ve actually got to go through everything and lock it down for you. So anyway, that’s the approach, I think there’ll be a lot more of that.

– That’s right, and so we’re not talking just to users, but users and teams, right?

– Well to teams basically.

– Exactly, so I think this is interesting because you will find that, and we’ve been doing this with some of our customers, is that, if you’ve got distributed teams, like example, you have this national sales team, and for example, businesses that they deal with are national, but have local contacts, but their company’s held in a, in let’s say a global space, proves a really interesting dynamic because people would say maybe have this contact that’s assigned to this team, but then they go, oh no, it actually belongs to somebody in another team. Once they assign it off, they won’t be able to see it, you know what I mean?

– Yeah, this is exactly right.

– So you get these scenarios. So what I wanted to highlight to people was that, yes, it’s great doing all of this stuff, and you’ve got to really understand how it all works, and you’ve also got to understand how that’s gonna affect usability on the user end in terms of the data and assets that have access to, and how they operate within that business, having understanding how the people in the business operate can make a massive difference.

– This is true, and this is a few other things, what you are highlighting is you’ve actually got to plan it out. Because you know another thing, you can’t really tell what, if you go through to an asset, say your ticket and you go, oh okay, that one I’ll assign it to a- oh, I wonder where it’s assigned currently.

– Correct.

– It’s actually not clear, ’cause you open the popup, all you’ve got is the option to assign it to something else.

– That’s exactly right.

– And then it overrides what it previously, like I don’t know what I’ve changed. I’ve got this new plan, I’ll just tick that I guess. So yeah, I think, what would I call it? It’s usable but it’s early stage, it’s not fully formed.

– All right Craig, onto HubSpot gotcha of the week.

– Just a quick one, had this from a client where they’ve got non-HubSpot forms being tracked. So this goes back to, remember they used to call them collected forms, ’cause you’d tick it on in Settings–

– That’s right.

– Collected forms. Previously, and we covered this in a show I think a year or two ago. Previously, you could turn off tracking on specific collected forms.

– Yes correct.

– Around the time they changed the name to non-HubSpot forms, they took that away. So the question that I got from our client was, oh, can I turn off tracking of one particular form?

– Yes.

– And in their case, they’ve got WordPress and the login page.

– Which always triggers.

– Is a form and it’s getting collected as a non-HubSpot form. They go, oh I just want to turn those off, we don’t want them coming as contacts in–

– Yes.

– And I’m like, well, unfortunately- well they’re using the HubSpot plugin on WordPress.

– Correct.

– So it just defaults–

– That’s right.

– The only workaround is, well, instead of having the WordPress plugin, use Google Tag Manager, insert it and on the trigger, do an exclusion on certain pages, by which time their eyes were glazing over, and you know, that wasn’t an option. So look, it’s a bit of a gotcha. If it really is problematic for you, chat to us and we’ll talk to you about Google Tag Manager being used.

– All right Craig, onto market of the week. And this is to do with Google My Business. And, the really, the importance of it. So even in 2020, I think this is gonna be really, really important.

– Look, the window on this is closing out, folks. Google My Business is still free. I can’t believe it. They’re gonna charge for it surely soon. But it’s the only free thing left on Google, that small and big businesses are kind of–

– Exactly.

– Equally able to do. If you’re a small business trying to rank well for terms, good luck, versus big brands. And if you don’t have the budget to advertise, you know, see ya later. But Google My Business, your listing is there, you can be a small business and still feature prominently in Google My Business through a few quick optimizations. So we’ve got a link to an article which just gives some tips. How many times have we mentioned this on the show? Folks, just get your Google My Business profiles up to date and keep them updated. At some point, this opportunity is gonna close down.

– Right. So I wanted to highlight some of the things. This is a really good article. It says how to level up from Google My Business apprentice to being a Google My Business master. One of the things it said, is just really being on top of it. Like, looking at it, updating it daily. I was like, oh, okay. And you know what? That’s the reality. If you’re in a business, and especially one that’s got a physical location, it’s a really good way to get in front of people, from putting a post, putting up specials, making sure your times updated as you go into the new year and there are holidays coming up. You know, what are those holidays, how does it affect you? Because there’s nothing worse, and this has happened to me, looking into, like you’re on a weekend or a public holiday, you’re looking to go somewhere to have a coffee or to have, you know, take the family out for something, and then it says, oh yeah, it’s open. You get there and it’s closed, you’re like, you’re really peeved, you know what I mean? So, just think about that. If you’re closed, mark yourself as closed. And make that’s happen, and make sure it’s updated across not just your local listing, but even on your website. Like have a note on there. You could even implement a popup form saying that you’re actually closed on this particular day, and you’ll be back on this other day etcetera. So there are things that you can do really easily to make sure people don’t get peeved off.

– Yeah, that’s good, and that’s for the daily updates. I don’t know if we do things daily, but we definitely do it weekly for clients. In marketing, we often talk about five dollar tasks, $50 tasks, and $500 tasks. Now, as an agency senior person, I should be doing $500 tasks.

– Yes.

– So I shouldn’t be doing small five dollar tasks. Updating Google My Business is a five dollar task. You know why? You can just, it’s a simple process. You get the most junior person on your team to do it. And why am I mentioning five dollar tasks? Because with a five dollar task, the ROI on this is incredible. We do, I think we do this for just about every client. We just, it’s standard, tick a box, every client, we update their Google My Business profiles for them weekly, right? Because the impact is so, the return on that–

– That’s right, exactly.

– Five dollar task investment is so strong. So folks, please. Just–

– Even for your SEO, Craig.

– Get a process.

– All right, I think we’ll do another episode just about that later on this.

– We could, yeah you’re right. We could do a whole Google My Business episode. You know what? I’d love the HubSpot Social tool to include support for Google My Business posting.

– Yes.

– It doesn’t. Some of the other social tools do.

– That’s right. All right Craig, onto our Insight of the Week. Should you stop showing ads to customers?

– I was on Twitter the other day and saw someone complaining. They’re Mailchimp power user and they were complaining that they were getting advertising from Mailchimp. Kind of complaining about. Oh, surely Mailchimp knows I’m a customer. I have eight different accounts with them. Why are they showing me ads? Right? As if, how stupid Mailchimp are. And I thought about, I was thinking, well actually, there could be a lesson here. Maybe they’re totally, Mailchimp’s just blasts it and forget they’re not doing it right. And so the first comment is to marketing managers listening to this, just be mindful of this kind of stuff. Should you be identifying customers and excluding them from mail ’cause- Not from mail, from marketing and from advertising, because it could be wasteful, and it could be pissing them off as in this case. Then I was thinking further, I was like well, two things. One is, I think Mailchimp’s pretty smart. I actually wonder if they’ve done a test and measure. They know who customers are, they’ve probably segmented them out, and they’ve perhaps looked at, if we advertise to customers, does that improve retention or make them use more features, or they create more accounts? They might’ve, they might not.

– You’re quite right.

– But they might. So the second take away is, well, test and measure folks, because, just ’cause they’re a customer, it might actually be worth advertising to them. Quite often brand reinforcement and there’s a kind of brand affinity and loyalty. Oh, they advertise, and perhaps you’re actually showing new features.

– Exactly.

– If they’re advertising which you might not have realized. And then the other thing I was thinking of, this person was pretty savvy. So they know about tracking and getting targeted and all that.

– Yes.

– And I’m like, I bet that person’s like me and has an ad blocker and blocks half the tracking pixels. So even if they wanted to–

– That’s right!

– Mailchimp couldn’t exclude them. So it’s like, I don’t know the, what the, I don’t know what the answer is in this case. Were just a few thoughts there around, I think the takeaway is, have a strategy or an assumption test and measure.

– I couldn’t agree more, Craig, and I was saying, I’ve been doing something similar for another customer of ours recently, where they have specials that they sell to dealers and to end users, and because a lot of the people that they sell to a, in government or bigger businesses etcetera, email deliverability isn’t that great when it comes to email marketing. So we kind of use this strategy of doing the email marketing, but also targeting people on Facebook and on Google with that same deal there is in special, and they should check it out. And being customers, ’cause sometimes they might not actually see it in their emails. So that was the strategy behind that.

– That’s a really good strategy. Sort of another one is, especially in the email space, like Mailchimp, and there’s so many providers of that space, they’re probably getting targeted by competitors–

– Exactly.

– So you may as well keep your brand in front of them as well, so people churn between platforms pretty quick. They’re pretty quick to jump ship, so maybe just keeping your brand in front of them, even if they are a customer, at least retains them.

– All right Craig, Throwback of the Week.

– I think it’s fun to look back 12 months ago and see what HubSpot was promoting as new. And you know what they were promoting as new 12 months ago?

– The content strategy tool.

– What is this content strategy tool yet you talk of? It’s now called the SEO tool.

– That’s right, and you know what? I actually wonder what the usage of that tool is to be honest, 12 months on. Because I know for a fact, I’ve been working with customers to try and implement that, and it’s been a hard work.

– You know what? It is a good tool. We’ve been using it with a client recently. It’s actually quite good, but it’s not compelling. And it’s hard to set up, and we had to explain it to them, and then we were showing them. They’re like, what’s all this branching, and what’s going on? And how do I report on it? And of course we integrated Google Search Console, the pulling down, they’re like, oh, it’s not showing. Oh okay, we’ve got to put in specific columns. They’re like, there’s something, well not intuitive about it, the SEO tool, and it needs training. It needs–

– It does, it definitely needs training and it does need people to guide you through it. I think, yeah you’re right. It does need guidance. People need to be on the same page. Now Craig, the Read of the Week is, something to do with exploding topics.

– I think Brian Dean from Backlinko might’ve created a site.

– I know, I just saw this. I was like, this is really nicely done.

– Yeah, and keep in mind folks, this is, we’re recording this in December. It just came out a week or two ago. It’s probably old news by the time you’re listening to this. But it’s just a, what would we call it? A window into Google Trends, where he’s just pulled out some, well he calls them exploding topics. Google Trends, trends that are taking off, and wanted to see how they fit. Worth a view.

– Definitely worth a look. All right Craig, the Quote of the Week?

– You’ve got a good one here.

– Your success and happiness lies in you. Resolve to keep happy, and your joy, and you shall form an invincible host against difficulties. And that’s from Helen Keller. Now Craig, you’ve got a bonus as well.

– The quote is, test and measure. And that’s from Two Turkeys.

– Well users, I hope you’ve had a, I hope you’ve had a good holiday and you’ve enjoyed listening to HubShots. We’d love you to leave us a review. I’d love you, if you could share it with somebody on your team, that would be fantastic. And, by all means, please you know, fill out a contact form, message us via Instagram or LinkedIn, however, however you want to get in touch with us, we love hearing from you guys. And we hope, here’s to a great 2020. Until later Craig.

– Catch you later 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

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