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Episode 103: Ecommerce benchmarks, HubSpot Content Topics Cluster Tool, HubSpot CRM Saved Filters, Link Building Still a Priority

Welcome to Episode 103 of HubShots!

Note: this is another episode we recorded back before Inbound.

Listen here: https://soundcloud.com/hubshots/103-ecommerce-benchmarks-hubspot-content-topics-cluster-tool

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

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

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

Recorded: Tuesday 12 September 2017 | Published: Friday 08 December 2017

Shot 1: Inbound Thought of the Week

E-commerce benchmarks in 2017:


Finding #4. Mobile earns more share, yet desktop still delivers the dollars.


  • 2017 is the first year mobile claimed more sessions (52%) than desktop (36%) and tablet (12%) combined.
  • Desktop generates 61% of all online revenue, with users 164% more likely to convert than those browsing on mobile.
  • Plus, when desktop users convert, they spend an average of 20% more per order than mobile shoppers.

Item #7. Sticky websites sell more (0.6).


  • The strongest correlation in the study was between time spent on a website and conversion rate (0.6 correlation).
  • By increasing time on site by 16%, conversion rates ramp up 10%. Pages per session also correlated solidly with revenue growth (0.25).

(You can download the full report from the Wolfgang Digital website: https://www.wolfgangdigital.com/blog/e-commerce-kpi-benchmarks-study-2017/ )

Shot 2: HubSpot Marketing Feature of the Week

Content Strategy


New tool from HubSpot now available in all portals – helps you to group keyword topics into clusters:

hubspot content strategy tool

Crawls through your HubSpot content items (landing pages, web pages and HubSpot blogs) but not external items eg WordPress blogs (even though they are checked in the Page Performance report), so that’s something to be aware of.

You can attach external content items, to see the effect they are having (eg as seen in the screenshot above).

Shot 3: Marketing Tip of the Week

How to find low quality pages and what to do with them:


We all know Google likes:

  • Unique content
  • That loads fast
  • Is linked to from other sites and pages
  • And answers the searcher’s question

But how should work out which pages on our site are low quality.

Criteria to use for finding high/low quality pages:

  • Pages per visit after landing
  • Social shares
  • How many unique results in a Google search based on your URL

Low quality pages will have:

  • Low pages/visit after landing
  • Low share counts
  • Many similar results on your site

Consider grouping all your pages into ‘buckets’ – high, medium and low quality pages.

Improve the high and medium quality, consider redirecting low quality to a better version of it on your site.

Shot 4: HubSpot Sales Feature of the Week

Views updates:


Views are now called Saved Filters, and are much easier to use – here’s an example of saved filters in my portal:

hubspot saved filters list

Plus you can mark some Saved Filters as favourites (in the left hand side)

You can also use Saved Filters as a jumping point into a report.

Now HubSpot Marketing portals will have access to saved filter functionality just like you did in Sales.

When Should I use a Saved Filter versus a Smart List?

Using Saved Filters versus Using Lists:

  • Saved Filters are great for quick checking and editing
  • Lists are great for triggering Workflows, setting recipients in Emails, choosing smart content

Shot 5: Opinion of the Week

Empathetic listening

The story goes that a bloke was walking on the side of a river. He saw a guy on the other side of the river and shouted to him: ‘How do you get to the other side of the river?’

The guy shouted back: ‘You’re already there’

As marketers our job is to get into the mindset, emotions, pain points and solution requirements that our audience needs and wants.

Too many sales people STILL launch into sales presentations based entirely on their own perspective.

Take a step back to observe the world through your customer’s eyes.

Shot 6: Podcast of the Week

Content Inc’s final podcast: episode 200:


Joe Pulizzi’s final episode of his wonderful 5 minute podcast.

He reflects on the reason why he originally started the podcast – it was to promote his book of the sam title – and how it has run its course and is now time to leave it.

BTW over on This Old Marketing – the podcast he co-hosts with Robert Rose, they’ve just had their 200th episode as well – but are also coming to an end in the new year.

Shot 7: Resource of the Week

The amazing Shaun Anderson has done it again – his Link Building guide updated for 2017:


Take a look at this post as an example of epic content.

One clever thing he’s done is have anchors for each of the sections, and then he shares the anchors on social with tailored messaging.

Eg we’ve included the anchor through to his section on getting local links

Speaking of link building – here’s Moz’s article on how to get your first 50 links:


Shot 8: Quote of the Week

“Don’t build links. Build relationships.”

– Rand Fishkin, Founder of SEOmoz

Shot 9: Bonus Links of the Week

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


Tool to investigate:


Some of Craig’s reading:


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

HubShots Episode 103

A lame attempt to use a bot

Episode 102: Buying from Bots

Welcome to Episode 102 of HubShots!

Note: this is an episode we recorded back before Inbound – and didn’t get around to posting. Enjoy!

Listen to the podcast here: https://soundcloud.com/hubshots/102-buying-from-bots

Today we talk about…

  • tips for improving email conversions
  • how to identify AdWords Display traffic in HubSpot reports,
  • creative ideas for distributing content,
  • HubSpot product updates to the contact timeline,
  • Ian and Craig’s App and Chrome extension recommendations,
  • plus HubSpot’s Research report on AI revisited (47% of people would Buy from a Bot).

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

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

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

Recorded: Wednesday 23 August 2017 | Published: Thursday 30 November 2017

Shot 1: Inbound Thought of the Week

Excellent post from Talia Wolf (who we’ve featured many times on the show) – this time another tip from her guide to higher email conversions:


I love her two formulas ( in section #5 ) for writing a compelling story:

Formula #1: PAS




Start by writing down the following:

  1. What is your customer’s pain?
  2. Why does your customer care?
  3. How does she feel about this issue and how does it affect her?
  4. How do you solve it?

Formula #2: AIDA

  1. Attention – Grab their attention quickly.
  2. Interest – Tell them something that intrigues them, something they may have never heard before, or something that goes against what they would normally do.
  3. Desire – Engage them in a way that leaves the reader wanting what you have to offer.
  4. Action – Ask them to take action.

She has two worked examples to demonstrate these

Shot 2: HubSpot Marketing Feature of the Week

Determining AdWords Search traffic versus AdWords Display traffic:

hubspot source report adwords search display

Thanks Suellen!

HubSpot Marketing Gotcha – Campaigns don’t report paid social traffic:


Shot 3: Marketing Tip of the Week

10 Ways to Distribute One Piece of Content (Besides Social Shares)


We thought this was interesting as it highlighted other things you can be doing to promote a piece and reach of content.  They had to flex their creative muscles and the challenge was to come up with 50 ways!

It’s like their Top 10 Creative Ideas shot 🙂

Ideas 9 and 10 – via recruitment channels – were creative! Eg content linked job listings

Shot 4: HubSpot Sales Feature of the Week

Checking you have your timeline filters correct so you are seeing everything you need to see and are not missing things.

Victor Christie

Bonus feature – consolidating page views in the contact timeline:

hubspot timeline combined pageviews

Shot 5: App of the week

Get a Yelp for Business Owners account and claim your business.  Especially if you have people that visit your location.  This also shows up on Apple Maps on an iPhone and that is where it draws the reviews for your business from!  You can also get the Yelp for Business Owners app on your iPhone as well.


Shot 6: Google Chrome Extension of the Week

One Click Extension Manager:


chrome extension manager

Shot 7: Podcast of the Week

Gold: How to 2x Your Business This Year: Lessons from Buying 29 Companies


Shot 8: Resource of the Week

From back in January when HubSpot released a research report around Artificial Intelligence:


AI report charts 2

The BfaB – Buy from a Bot trend:

AI report charts7

The end of the article has some good examples of AI in action eg:


Shot 9: Quote of the Week

“The real problem is not whether machines think but whether men do. “

B. F. Skinner

Shot 10: Bonus Links of the Week

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



Tool to investigate:


Some of Craig’s reading:


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

HubShots Episode 102

HubShots Cleanse

Episode 101: The HubSpot Cleanse

Welcome to Episode 101 of HubShots!

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

Listen to the episode here: https://soundcloud.com/hubshots/101-the-hubspot-cleanse

Recorded: Wednesday 15 Nov 2017 | Published: Wednesday 22 Nov 2017

Shot 1: HubShots Thought of the Week

We’re planning some big changes – new format coming soon.

But it’s taking a little longer than we planned, so we wanted to keep listeners updated.

We’re pretty excited about it, it’s going to have tons of new content, plus interviews with marketing experts, eg we have one with Pete Caputa, CEO of Databox, which we recorded not too long ago.

We recorded some episodes before Ian left for Inbound but we never quite finished them – will tweak those and make them available in the coming weeks. Some are interesting – announcements from Inbound will have changed a few – see if you can spot them.

BTW in other news Craig’s wife just had a book published:


Please add it to your Want to Read list on GoodReads:


Shot 2: HubSpot Marketing Cleanse of the Week

Our top 10 tips for issues we notice when starting with a new client portal.

Content Settings

Email Settings:

Tip 1: Email size – I always set the border to 0:

Note: changing this will affect existing emails in workflows – so be careful if changing this. Usually do this on new portals or portals where there’s only a few emails and they are easy to update.

hubspot email size

Tip 2: Email low engagement – I tick this off by default (and usually tick it on individually in campaigns) but we don’t want it accidentally ticked in workflows:

hubspot email low engagement

Tip 3: Email re-subscription – make sure you enabled this, otherwise people who have previously opted out, can never opt back in…

hubspot email resubscription

Tip 4: Email click tracking – would be very rare to turn this off:

hubspot email click tracking

Tip 5: Email types – make sure you set up all your main email types, and then use them in emails:

hubspot email types

Tip 6: Email personalisation defaults – I always have ‘there’ as a fall back for First name:

hubspot email personalisation

Report Settings

Tip 7: Exclude bots

hubspot report bot filtering

Tip 8: Exclude IPs

hubspot report ip exclusions

Interested in having us help review your HubSpot portal – check out our HubSpot Review service: https://xenstore.com.au/products/hubspot-review

Shot 3: HubSpot Sales Cleanse of the Week

Settings > Contacts & Companies

Tip 1: Enable unowned companies in the system to the owner of the first contact at that company

Settings 1

Tip 2: Set your branding in Sales

Settings Beta 1

Tip 3: Prospect notifications

This is not on and you need to go to Sales Tools > Prospects and set this up to get the notifications.  Can help you when people revisit your site.


Tip 4: Connect Meetings to your Google or Office 365 calendar

Settings Beta 2

Tip 5: Review your Sales Tools > Prospects and add companies that have multiple visits and page views and look like companies you would work with.


Shot 4: Marketing Tip of the Week

Review your About page – it is often the first place new visitors navigate to on your site.

Shot 5: Opinion of the Week

You have no privacy – Facebook knows everyone you’ve ever met:


You may think you keep your contact details private – but most of your contacts don’t keep their contact details private…

What this means for you: you have no privacy

What this means for marketers: you have more power than ever to reach your ideal customers, plan on getting more focussed, because the tools are allowing you increasingly better targeting

And consider the Prospecting tool in HubSpot – another example of how you are getting tracked right from the start of the journey.

Shot 6: Creative Top 10 of the Week

10 *reminder* ideas for: Marketing tactics to review in the lead up to the holidays:

  1. Facebook: check audiences and campaigns
  2. Instagram: test some sponsored posts
  3. AdWords: create remarketing & retargeting lists, check all your ad types
  4. Twitter: check conversion tracking and campaigns
  5. Facebook: set a video header on your page
  6. LinkedIn: upload some native video to your own profile feed
  7. YouTube: review your videos and tweak the first description line
  8. Update your web site About page (more on that below)
  9. Add Conversion Linker tag* in Google Tag Manager: https://support.google.com/tagmanager/answer/7549390
  10. Update headers/banners on social and your site to highlight the holiday offers.

*Tag to overcome Safari blocking: https://digiday.com/media/publishers-already-feeling-pain-apples-move-ad-tracking/

Shot 7: App of the Week

Momento – only for iPhone though:


Craig is using this to privately record his days – he doesn’t like to share 🙂

Shot 8: Resource of the Week

HubSpot’s research into content preferences


Biggest surprise: how small tablet usage is now:

Content trends 1 report 04

Video is big with younger consumers, but don’t forget email:

Content trends 1 report 07

A reminder about why About pages are often the second page visited:

Content trends 1 report 10

Shot 9: Quote of the Week

“Privacy is not something that I’m merely entitled to, it’s an absolute prerequisite.”

Marlon Brando


Shot 10: Bonus Links of the Week

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


A good example of mixing education and promotion in a post.

A reminder about personas – this is a comprehensive guide:


Tool to investigate:


Some of Craig’s reading:


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

HubShots 101

I get that it is orange, but what does it have to do with the episode?

Episode 100: Brian Halligan on Marketing Past, Present and Future

Welcome to Episode 100 of HubShots!

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

In this episode, we chat with Brian Halligan, CEO and Co-founder of HubSpot. We discuss marketing past, present and future.

Craig - Brian - Ian at Inbound 2016

  • It’s a fascinating insight into Brian’s love of Grateful Dead, a band who pioneered the idea of inbound marketing.
  • We then learn more about how HubSpot developed as a company in the early days, through to how they are embracing machine learning and what Brian refers to as Convert 2.0.
  • The interview finishes with Brian’s advice for marketing managers and marketers keen to accelerate their careers.

Listen to the episode here: https://soundcloud.com/hubshots/100-brian-halligan-on-marketing-past-present-and-future

Recorded: Wednesday 12 July 2017 | Published: Friday 15 September 2017

Interview with Brian Halligan

Interview with Brian Halligan

To kick things off we started by asking Brian about his new guitar…

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[01:08] Brian’s New Guitar

Brian: My new guitar is fabulous. I’ve been playing it and really enjoying it and it’s really inspired me to step up my guitar game.

Craig: So can you give us a little bit of background about how you came to acquire the guitar? I know you’re a fan of a certain band.

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Brian: Yeah. So I acquired Jerry Garcia‘s guitar called, “Wolf,” that he played for many years, a custom guitar he had made for him. And I acquired it just a couple of weeks ago at an auction for too much money. And I remember when it first came out, a lot of people sent me a link to say, “This is an auction of Jerry Garcia’s guitar, you might be interested.” And I thought “Oh. it’s crazy.” And I started thinking about it. I was like, the Grateful Dead has had a big influence on my life.

wolf jerry garcia

Image source

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Supporting Southern Poverty Law Center

I mean, HubSpot and the original incarnation of HubSpot is very much inspired by the Grateful Dead’s business model. So the Grateful Dead is important in my life and so that was interesting to me. And secondly, the proceeds from the auction were going to the Southern Poverty Law Center. Which is a great group that basically uses legal muscle, to fight against bad folks like the Ku Klux Klan and such here in the United States. So yeah, I went for it and am really excited about it.

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[02:26] The Grateful Dead and Inbound Marketing

Craig: As I understand it and from your book back in 2010, it’s very much a contrarian approach that they took. And you see that in marketing, just mentioned in HubSpot’s approach. Can you share that a bit more about that?

marketing lesson grateful dead

Image source

Brian: Yeah. They were sort of the very first inbound marketers where they gave away their content to pull in new customers. So let’s say you went to see The Rolling Stones or Bruce Springsteen or whoever INXS or whoever your favorite band is. And you go to the Ticketmaster and you buy a ticket and you go see the concert. And you saw it in Sydney and you really enjoyed it and then you went down the road and you saw it Melbourne. It’s the same exact concert. Then you went to Adelaide, it’s the same exact concert. With the Grateful Dead, it’s a very different model. Every night was a very different concert. And what they wanted you to do is come to the concert and record it.

So they encouraged you to bring in your camera and your recording equipment. And then if you record it and really liked it, you come back to your dorm room and you make copies of the tapes and you distribute it to all their friends. So they gave away that content and used that content to pull more and more customers in. So I’ll record them and play them, let’s say at a party and people would say, “Wow. This is crazy, gypsy music you’re playing and how do I get involved?” And I say,”Hey. Come on the road and follow the Grateful Dead around.” So they had a very unique way of pulling in customers. It’s very similar to inbound marketing where you create video content, blogging content, spreading it to social media and using a very organic way to pull people in and scale your business.

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[03:55] What a great day looks like for Brian and who he is inspired by

Craig: What else makes you tick? The books you read, the people that inspire you.

Craig: What’s a great day look like for you?

Brian: I guess what inspires me and gets me cranking on HubSpot, you know, now that we’ve gotten to a certain size and we’re cash flow positive. And we’ve got 30,000 some odd customers. I mean we’ve got a real thing going here. It’s going great. But I wanna just have as big an impact as I can. How do I impact as many employees as I can positively, hopefully? How am I gonna help as many of my customers grow as fast as they can to realize their dreams? How do I do that with our partners and investors?

So HubSpot turns as a great platform for me to have as wide an impact as I possibly can on humanity. So I’m still very motivated by HubSpot. I really love working here, I love my colleagues. Inspired by the mission, inspired by the impact. You know, like a lot of entrepreneurs, I’m inspired by other ones. I’m inspired by what Elon Musk does. I think he’s just an amazing human. I love what he did with PayPal and then he took all the money made with PayPal and he poured it into SpaceX and Tesla. 100% of it, almost went bankrupt. A really innovative guy.

I was very inspired by the same person probably you are, Steve Jobs before that. And the really innovative things he did. He was very influential on how we thought about HubSpot actually in the early days. So I’m easily inspired. I’m one of those people who is very easily inspired. I’m one of those people who goes to a movie and cry at almost every movie I go to. So I’m very easily moved and inspired by other people.

Craig: How do you follow people? Is it on social or on what you read?

Brian: I spend a fair amount of time on Medium. I follow people on Medium. I think they’ve done a pretty good job of encouraging folks to create high quality content that’s relatively easy to access on there. I like the outside a lot. I get a newsletter, believe it or not, from a firm called, “Venture Pulse,” which is basically goes out to the blogosphere and the internet. And finds all the interesting articles they could find about founders and CEOs and startups and scale ups. It’s really well curated. And I read that, I kind of read that almost every day. And I scan the New York Times every day. So those are the main ones.

And then I probably hit Twitter once a day. I’ve got a Twitter list of maybe 30 people that say interesting stuff and I still go there. And I still find Twitter interesting. It’s probably a little less interesting than it was a year ago, per se. But I still get inspired and find interesting stuff on there. And on the personal side, I’m addicted to Instagram. I go to Instagram all the time. But it’s mostly personal stuff, less business stuff.

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[06:24] Brian Halligan on Leadership and Being a Good CEO

Ian: So Brian, you were recognized in the top 10 highest rated CEOs by Glassdoor recently. What do you feel is essential to being a good CEO and a leader?

brian halligan ceo

Image source: https://www.hubspot.com/company-news/brian-halligan-named-a-highest-rated-ceo-by-glassdoor

Brian: Gosh. I will say I was surprised by that. I was surprised to be ranked that high. I’ve never considered myself a particularly good manager, an expert at management per se. So I was thrilled and surprised. What’s essential to being a good CEO? I guess I worry about a couple of things. I worry about at HubSpot, “What are we building that will delight our customers today and delight our customers, you know, a year or two from now?”

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The importance of delighting customers

We always try to stay a couple of steps ahead. And, “How do we sell and market those products to our customers in a way that’s very efficient?” And I just try to kind of stay on those two themes and work on them incessantly, continue to evolve our go-to-market model and continue to evolve our product. And I try to keep it as simple as I can.

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The magic of saying ‘No’

Another thing I try to do is I think companies like HubSpot, most companies they say companies are more likely to die of overeating than starvation. They tend to do too many things. And so I try to stay just very focused on a couple of initiatives and drive those initiatives at HubSpot. And I’m a dog and a bone about them and I keep pushing and pushing and pushing. And I’m trying to get better at a very foreign word to a lot of entrepreneurs. It starts with N and ends O, no. It’s a very hard word to say. And I’m trying to improve and say that more often. I think that’s an important thing.

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Using a CEO coach

Other essential things. I try to always get better like I’m a learner. I always try to learn things and try to evolve. I try to become a better CEO. I have a CEO coach, I’m always trying to improve that. Several times a year, that CEO coach gets a very detailed and thorough 360 degree review of me and gives it to me. And I’ve found that to be very helpful. So I’m not sure there is one thing. I’m not sure there is one thing. It’s a lot of different things and a part of its being part of a great team. I’ve got a great team here at HubSpot and we’ve got great partners around us.

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[08:29] HubSpot’s Culture of ‘Use good judgement’

Craig: Overarching against a lot of the business side is the culture of HubSpot. Interested in a few of your thoughts around culture because it does seem that’s a very important piece. I’m interested in a few things. For example, when we…because as partners, we interact with HubSpot a fair bit. We find that they seem to be very much given a lot of control, a lot of autonomy, there’s a lot of freedom. And I’m just wondering how you instilled that. Is that something you instilled from the start and how do you see that playing out across the company?

Brian: I’m glad to hear you say that. We try to do that. It’s nice to hear it actually feels that way to our partners. We try not to create a lot of rules inside of HubSpot. We have an expression that, “You should just use good judgment.” We don’t have an employee handbook or things like that. We basically come in and say use good judgment. We don’t want to have to tell you exactly what to do. You’re an adult, we respect you. Solve for the customer, solve for the company over yourself, and try to make good decisions.

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Trusting Employees

And I find that when we trust our employees, they reward that trust back to us and they act well. And I wonder if we gave them very tight rules and really controlled them really closely, you know, what would happen? So I don’t know exactly what the other side looks like. But we are a very trusting crew and we trust that people will do the right thing for the company, do the right thing for the customer, do the right thing for the partners. And that has paid off really well for us over the long haul. And I think it’s allowed us to attract and retain the right types of people who enjoy that level of autonomy.

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[10:01] HubSpot’s Alpha Beta Approach and Encouraging Ideas

From very early on HubSpot has used an Alpha Beta Version One approach for testing ideas quickly, in order to take them to market. We asked Brian about the benefits of this approach.

Brian:  It seems like every good idea we’ve ever had comes from someone who’s talking to customers or writing code, somebody on the front line. The further away from the front line, especially me, the less likely you are to sort of have that real great insight. And so it’s part and parcel of that autonomy thing, that we want those good ideas to come from everywhere. We put our employees out in the open.

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The HubSpot Wiki

So I sit in an open seating arrangement and I get lots of ideas just from sitting around the employees. Employees are encouraged to come up to me and talk to me. We have a Wiki. I think it must be one of the world’s most active Wikis. There is, at any given time, a massive amount of conversation happening on there. And very lively conversation and people are… it’s really wide-ranging, a number of topics on there. So we try to be very open, we try to be very trusting.

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Switching Seats Regularly

Ian: And Brian I know you often sit next to people by surprise. Do you change your seat often and surprise people?

Brian: Yeah. I try to. We do something… we used to do it every three months. I don’t know how often we do it now, because it’s bigger. But we used to do something every three months, everyone shuffles their seat. And so you don’t get too comfortable with the person sitting next to you. And the last shuffle that happened, I’m sitting next to…of all folks, the Latin American sales team. So I’m surrounded by a bunch of people speaking Spanish and Portuguese all day.

Which is pretty funny because I don’t speak either of those languages. But they’re a great crew, they work their butts off and they’re doing a terrific job. So I really enjoyed the experiences of sitting next to those folks. But I’ve sat everywhere. I’ve sat in support, I’ve sat with developers, I’ve sat kind of everywhere. And I kind of picked something up everywhere I go. Yes, yes. That was a lot of fun.

Craig: Yeah. We loved seeing the photo of you the other day when you were answering the support calls.

brian halligan hubspot support

Image source

Ian: That’s right.

Brian: Yes. Yes. That was a lot of fun.

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[11:55] HubSpot’s Move into Sales

Ian: So, Brian, HubSpot has grown as an all-in-one platform. And it keeps… seem to be making inroads into sales and really closing the loop on everything that people do in a business. Has that been your vision from day one, or is it something that’s evolved over time?

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A Focus on Changing User Behaviour

Brian: It’s evolved. If I think of the journey we were on… like the first you know,  several years of HubSpot, we were really just laser-focused on studying the way end users and normal humans were changing the way they behaved. And moving from newspapers to blogs and moving from radio stations to podcasts, and starting to use search engines.

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Marketing has Changed

This sort of big sea change in human behavior and trying to help marketers get their heads around the fact that, “Gosh, they just don’t respond to marketing anymore. You have to change the way you market to match that.” And we were laser-focused on that for years and laser-focused on, “How do you turn a total absolute stranger into a visitor on your website?” And we’re very good at social and blogging and content marketing and all that good stuff.

And then we started to get focused on, “Okay, now you’re getting good at attracting visitors. How do you turn those visitors into qualified leads?” So we got much more into, you know, creating landing pages and forms and workflows and things like that and getting really good at that, sort of the marketing automation layer. And the last couple of years, really focused on CRM and sales. How do you turn that qualified lead into a sales rep?

But the touchstone for HubSpot, the thing that’s a little bit surprising to people about HubSpot, is we’re not laser-focused on what our customers are telling us they’re doing. We’re laser-focused on setting their eventual customer and the journey they go through with them when they buy. Because we’re finding that, you know, our customers are a hair behind what human behavior actually is. And so a perfect example of that, when we first started HubSpot we saw this trend of people are reading a lot online and reading blog articles and things like that and searching a lot in Google. We were very good at helping people creating blogs, blog articles, and helping them get found in Google. That was sort of our game.

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The Rise of Video

More recently, it seems like there’s a behavior shift. So people are less and less reading and more and more watching video. And less and less spending time in Google, more and more time spending time in Facebook and Instagram and whatnot. And so there is this sea shift going on and what we try to do is stay on top of that and build software and tools and training to help, you know, mere mortal businesses take advantage of that stuff. So we’re on a path here that started with turning a total stranger into a visitor to, you know, how do you close that loop all the way to a customer? And just trying to add as much value as we can as we move our way down the funnel.

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[14:48] What Pain Points does HubSpot typically solve for Marketing Managers new to the platform?

Ian: Now Brian, for marketing managers who are listening who may still be considering HubSpot as a platform. What do you notice as being the biggest key pain point it should initially be applied to and what’s the biggest win they can get out of it?

Brian: You know, it’s funny because people come into HubSpot with different angles. Some people come into HubSpot and say, “You know, we just don’t have enough traffic and leads into our website.” And so, “Boy, how do we optimize your site for Google? How do we get you cranking out great content so you can get found in Google? How do we get you cranking out great videos so you can get found in social? How do we get you setup and get that machine, lead generation machine cranking?” And that’s a lot of where people coming in. Like, “How do I get my content marketing sorted out? How do I create videos? How do I create blog articles? How do I market in social and search and start pulling…how do I turn my website into a magnet?”

And then other people come in and say, you know, “I kind of have a lot of visitors to my site and I’m getting a lot of leads. What I need to do is score those leads and nurture them in really sophisticated ways and then distribute them to my sales rep to handle them in very, very smart ways?” And we help a lot with that. So boy, “You’ve got a lot of leads. How do you optimize your forms? How do you make sure you score those leads coming through the forms? How do you set up really smart workflows so people are getting hit via email, via social, via their site in a very personalized way and optimize that journey down the funnel?” And so there’s sort of two ways people tend to come into HubSpot.

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[16:22] What part do the HubSpot Sales tools play in helping Marketing Managers evaluate HubSpot?

Next we asked about how the HubSpot sales tools are helping Marketing Teams evaluate HubSpot

Ian: What I have been finding of recent is that when we’ve been using marketing free and say, CRM. People have actually worked out that sales is actually broken, and they’re actually more interested in the [HubSpot] sales tools to start off with and then moving into marketing, which I actually find really interesting. Are you seeing this as also happening in the shift, Brian, in HubSpot?

Brian: Sure. Yeah. A big, big chunk of our marketing customers are using the CRM product before they buy the marketing. And that’s pretty new as of the last six, nine months. We’re definitely seeing that.

We’ve kind of shifted our model from 100% content marketing and putting this great content out there: Blog articles and eBooks and things, having people fill out a form, nurturing them through that form and then following them with the sales rep at the appropriate time. So it’s not just about content, it’s about codes. So we give away that free CRM and that’s working really well. I’m really happy with that.

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The Way People Buy Software is Changing

My thesis on that is that the way people buy software is gonna change over time. And people are gonna wanna use it and try it and really get used to it before they buy it. And you see that when people buy products like Slack or Gmail. I think that’s just the way people are gonna buy software products in the future.

And so we’re trying to match the way we market and sell with the way we think humans are gonna wanna buy for the next 5, 10 years.

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[17:50] The Future of Sales and Marketing

In the final part of the interview we asked Brian for his views on the future of sales and marketing.]

Craig: What do you think a marketing manager, say in a mid-to-large enterprise in the next couple of years, what’s gonna be significant for them?

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The Attract Layer is Switching from Written to Video

Brian: Yeah. I think just on the marketing side, like I think of the top of the funnel is the attract layer, “How do you attract people in?” And like I kind of said before, it was about written content in Google for many, many years. And that certainly still works and people are still using Google. But gosh, I think the attract layer is really gonna move from written to video. And you gotta get great at video. And you don’t have to spend a ton of money getting great at video. You can get great at video on the cheap. And then you have to get great at social, you have to get great at Facebook.

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Convert 2.0

People live inside of Facebook and Instagram. And Mark Zuckerberg started running people’s lives these days and whether you like it or not, you need to really get good at marketing in there.

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The Switch to Pay to Play on Social

And this is not something we started the company with but advertising. Like advertising, whether you like it or not, Facebook and Instagram are becoming kind of pay to play. And advertising can be a nice complement to what you’re doing on the pure content side. So that’s sort of on the attract layer.

In the sort of marketing automation layer, what we’re seeing inside of HubSpot is we still get lots and lots of leads through forms and white papers. But boy, an increasing number of the engagements we’re having with our customers are coming through, rather than filling out a form, the call to action is actually… it’s just a link to the sales rep assigned to you and you can go ahead and just book a meeting directly with the sales rep.

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Forms switching to Direct conversations with Sales Reps

So instead of having a form, filling out the form and getting nurtured and eventually the sales rep reaches out and it’s a very asynchronous communication. Just cutting all that out and putting the sales rep’s calendar link, effectively right on the website as a call to action. That just cuts out a lot of time for the prospect. And then the other thing that’s happening sort of, I call it Convert 2.0. In addition to the forms and the calendar is chat. So more and more of our business is really coming through chat. People land on our pricing page for example or within one of our products and they start chatting with one of our sales reps or our support reps.

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Chat is Assisting in Conversion

And that’s kind of where the conversation starts and when we look and we close the loop on, “What was that first conversion event?” Increasingly chat is a big part of that mix. So those are the two shifts I’m sort of seeing on the attract 2.0 and the convert 2.0 that I think are pretty interesting happening that are real and now in 2017.

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[20:29] How HubSpot is Embracing Artificial Intelligence and Machine Learning

Craig: On the technology side around artificial intelligence and machine learning, from the strategic side, are you seeing that as a key part of HubSpot’s I guess strategy in the future?

Brian: It’s really a strategy now. So we’ve hired a lot of folks with backgrounds in that and there’s a lot of teams employing artificial intelligence in this machine-learning technology happening behind the scenes. We don’t necessarily expose that to you as the user. But for example, our new search engine optimization tools, much of that is using machine learning. Huge amounts of data that we have machine learning algorithms, training the data to help our customers. Our lead scoring stuff utilize heavily on machine learning to come up with the score.

predictive lead scoring in hubspot

So rather than a marketer trying to guess what the contributing factors are to a good lead that might close, that’s a very useful problem for machine learning. Let’s just pump a ton of data through and the software is much better at telling you which leads will convert than a human would be. Our email stuff, we’re really applying machine-learning to predict which email addresses are going to be crappy email addresses and which ones are gonna be real and making sure the pool of email IPs we have stay clean.

So there is machine learning happening in and outside of HubSpot in a relatively big way right now. We try to insulate all that complicated stuff from our users. But we’re leaning pretty heavily into it. I just think it’s a new to build software. And we’re a particularly good fit for it because we have so much data. Machine learning is not particularly useful unless you have a lot of data to train it. And we have data about everything. About your visitors, about your leads, about your customers, about journeys, about you name it. We have data about it and we can use that data to help train the software to make it more useful.

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[22:09] What Personality Traits do Successful Marketers Have?

We asked Brian what personality traits he observes in successful marketers

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Learn-it-alls versus Know-it-alls

Brian: Somebody gave me this quote recently, “I much prefer a learn-it-all to a know-it-all.” And particularly for marketers and sellers because your buyer is changing so much and the technology landscape’s changing so much, I feel like if you’re a marketer or you’re a seller and you’re using the playbook you used even 10 years ago in your career, that you’ve built your career on a certain playbook, that whether you like it or not those playbooks are getting a little dated. And you need to stay up to date.

So I don’t care how old somebody is but if they’re a learner, I like them. Because you’re staying up to date with not just new technologies but new ways of go-to-market. Because we’re living in a sea change in sales and marketing. I think it’s a wonderful time to be in sales and marketing if you’re a learner. If you’re kind of stuck in 2007 and you’re using playbooks from back then, boy it’s a tough, tough time to be buying lists and emailing people. A tough, tough time to be buying lists and cold calling people. It’s a tough, tough time to be buying TV ads. Like that stuff just doesn’t work anymore. And so I like learn-it-alls.

Craig: That’s actually really motivating for us and I think our listeners as well. I think if people are listening to our podcast, they’d probably be more inclined that way anyway. So that’s excellent.

Brian: I suspect you’re right. Yeah. I suspect you’re right.

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[23:43] What Brian Suggests for Marketing Graduates to Accelerate their careers

Ian: So Brian, if you’re starting out in marketing today, fresh out of college, what is one thing you would make sure you’re up to speed on as a primary priority for your career growth?

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The Value of Certification

Brian: Well, I would get certified in all the stuff HubSpot offers. So we have a whole slew of courses. Inbound marketing, content, all kinds of courses on there that are free. And I’m just seeing more and more companies wanting to find people who are certified on this stuff. And you can command, yeah. You can commands jobs, you can command money, you can command opportunity. If you’re and you really understand the stuff. It’s not that easy to get certified. So if you work at it, you can do it. So that’s one thing I would do.

hubspot certifications

I would work for a growing company if I were just coming out of school and in marketing. When you’re in a growth company, there is opportunity that opens up. People are getting promoted and the organization is growing and you get lots and lots of new opportunities. Particularly if you’re a learn-it-all. Particularly if you’re geeked out and getting certified in all this new stuff. You’re gonna get pulled into all sorts of new things.

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Working in a Growth Organization

If you’re in a company that is a little bit stuck, you know, maybe it’s 10 employees and it’s been the same 10 employees for 10 years, you’re joining there. It’s hard to get exposure to new things. It’s less re-organization going on, less new initiatives happening. So I would try to get into a growth organization and be part of growth. There are very few companies out there that don’t wanna grow. So to the extent you can be aligned with growth and figure out how to acquire leads and customers more efficiently, gosh, you’re gonna have a really good career.

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[25:13] Being a Practitioner

Craig: One of the things we both loved that Gary Vaynerchuk said in his keynote at Inbound last year was this idea of being a practitioner. That’s kind of, it cannot just be theory these days. And that’s something we notice especially with HubSpot people and teams. It’s always about learning and hands-on. So that’s something you’ve definitely instilled across the enterprise.

Brian: Oh. That’s good. That’s good. I liked Gary Vaynerchuk’s presentation at Inbound. That’s up and available and free with no form or anything on inbound.com. I’d encourage folks to look at that. I thought he was spot on in his comments at Inbound. I personally found it very motivational.

Ian: Well, Brian. Thank you so much for your time today and for letting us interview you.

Brian: Great. Great, Thank you guys and thanks for creating this podcast. It’s awesome. I listen to it. I drive down to Newport Rhode Island on the weekends and I listen to it. I really enjoy it.

HubShots Episode 99

Episode 99: Business growth via Customer Service focus, more Google My Business tips & a productivity tip

Welcome to Episode 99 of HubShots!

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

In this episode, we chat about HubSpot’s latest research piece that highlights the strong link between business growth and customer service, HubSpot’s new bot filtering setting (you should turn it on), Google My Business’s new features, tips for managing deals, plus a handy productivity tip.

Listen to the episode here: https://soundcloud.com/hubshots/099-business-growth-via-customer-service-focus-more-google-my-business-tips

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

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

Recorded: Wednesday 16 August 2017 | Published: Saturday 26 August 2017

Shot 1: Inbound Thought of the Week

The connection between business growth and customer service:


Growing companies put more focus, time and money into providing excellent customer service.

Customer service = Looking after customers

It’s a virtuous cycle: Business growth is linked to customer service

Growing companies:

  • Are more likely to prioritise customer success
  • Favour efficiency and serving their customers
  • Invest in their customer service programs
  • Prioritise training their support representatives
  • Focus on retaining their customer support representative (eg many CSRs leave due to it being unglamourous, not viewed as a priority by company, stressful and requires patience, is considered entry level)

Takeaways: there’s value in making customer service a priority instead of an after-thought

Some personal notes: My goal is to never have a ticketing system in our agency – at least not in the current format that support ticket systems work.

Shot 2: HubSpot Marketing Feature of the Week

Make sure you have Bot Filtering enabled!

Note: If you created your HubSpot account on or after April 1st, 2017, this feature will be on by default.  So do this for older accounts!


Settings Beta

Shot 3: Marketing Tip of the Week

Adding posts to your Google My Business account:


gmb admin

Allows you to add a simple 300 word post, with a CTA button. Just to be META Craig added a post about how to optimise GMB, as the post on the XEN GMB listing:

gmb posts

Shot 4: HubSpot Sales Feature of the Week

Using filters to find Deals with an Owner who is no longer with the company:


Tip #1 walks you through creating a filter:

  • Owner Assigned Date IS known
  • Owner is not any of [list of current users]

Shot 5: Opinion of the Week

Should you guarantee success?

Answer: in digital marketing, the answer is probably no.


Shot 6: Productivity Tip of the Week

Send people reminders about things they’ve said they will do.

Typical scenario: you’re chatting with someone and they mention they’ll send you something when they get back to the office… often they’ll have the best of intentions but completely forget

So, make it easier on them, and send them a reminder email – but tell them you’ll be sending it to them, so they (1) don’t have to remember it (2) won’t get annoyed when they get your reminder email

Here’s a script to use (eg set this up as a Canned Response in Gmail or a template in HubSpot Sales):

Hi [name]

As per our chat today, here’s the reminder email I promised I’d send you – thanks for [enter details about what they said they’d do]


[your name]

Shot 7: Podcast of the Week

A great insight and look into the way we value and move money.  Walter explores Bitcoin and the long evolution of currency with guests Neha Narula, Don Tapscott, Felix Martin and Max Levchin.


arts14cde714b1f9e9e930ebe7b5ce329000cc51f9fdee93413bb13fa915e8aa242dw840uhttps3A2F2Fmedia.simplecast.com2Fpodcast2Fimage2F27012F1488379817 artwork

Shot 8: Resource of the Week

Dark social is traffic that appears as Direct in Google analytics, but likely comes from social sources eg links in Messenger. SME has an article that attempts to give some insight into it – but is mostly useful in highlighting how hard it is to track:


But one good tip is about adding in sharing buttons for the usual dark social suspects including social sharing links for Messenger, WhatsApp, etc

An interesting aside in the article: use links to Messenger bot replies eg instead of sending to an FAQ page, send to a Messenger thread with a bot reply that contains the FAQ content. It adds people to your contact list so you can potentially communicate with them again in the future

Shot 9: Quote of the Week

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 10: Bonus Links of the Week

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


HubSpot discuss the ‘learnings’ from their recent blog email subscription overhaul:


If you’ve been confused about those noreferrer links in WordPress, then this article explains why they were added:


Tool to investigate:

Some of Craig’s reading:


Please rate and leave us some feedback as this helps us.
HubShots Episode 99

1 HubShots Episode 98

Episode 98: All about ranking opportunities, how to take advantage of Google My Business, reporting the things that matter

Welcome to Episode 98 of HubShots!

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

In this episode we chat about the new HubSpot blog format (it’s a winner!), check out HubSpot’s keyword tool for identifying ranking opportunities, note a cool Google My Business listing tip, try out a Databox hack, discuss proactive dashboards, and check out a tool for working out the best time to send emails to recipients with specific job titles.

Listen to the post here: https://soundcloud.com/hubshots/098-all-about-ranking-opportunities-how-to-take-advantage-of-google-my-business

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

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

Recorded: Wednesday 16 August 2017 | Published: Friday 18 August 2017

Shot 1: Inbound Thought of the Week

The changing HubSpot blog – how HubSpot is adapting in order cover new user experience formats:


It’s beautiful and feels much more like a publication, than a blog post.

Note: you miss all this goodness if you read via a blog reader.

Shot 2: HubSpot Marketing Feature of the Week

Ranking Opportunities in the Keyword Tool

Great way to find opportunities to get more traffic

Shot 3: Marketing Tip of the Week

Interesting reading from Databox:


We’ll be chatting this through further in episode 101 – listen out for it, with a special guest!

Nice databox tip:


We’re using this as a Databox embed on the XEN home page:


xen home page

Shot 4: HubSpot Sales Feature of the Week

Google My Business is now adding Appointment URLs to your business listing


So create a separate page on your site, and embed the Meetings request widget from your HubSpot Sales Pro section:

hubspot meetings

eg here’s how we do it at XEN:


Add this to your GMB listing, and then wait up to 3 days for it to be approved, after which it should appear on your listing:

Google My Business appointments

Shot 5: Opinion of the Week

You can’t regulate against a monopoly on user experience.

Exponent episode 120:


Unlike historical antitrust scenarios where corporates with infrastructure monopolies could abuse their power, no one can regulate against user experience excellence.

Engagement and stickiness are hard to blog. It’s a key advantage that companies are taking advantage of – one of the reasons that HubSpot is putting so much effort into making the product so fun to use.

Consider Xero – accounting of all things!, and yet a wonderful product to use.

Consider also how you can reduce/remove: anxiety

In Avinash’s latest email newsletter he asks: Why do people love Uber. His opinion: it removes anxiety.

Shot 6: Business Lesson

Proactive Dashboard by Noah Kagan

It is not complicated.  It is going back to basics!

This video shows you how you can proactively control what you have domain over.  Example, you can control the amount of content you produce and publish on your website.

You can control the amount of email marketing you do.  However you cannot control if people click on the links in your email!.

By controlling these inputs (what you have control of) you have an increased ability to improve your business, and reach your goals.

Shot 7: Podcast of the Week

Exponent episode 120:


With Ben Thompson ( http://twitter.com/benthompson ) and James Allworth ( http://twitter.com/jamesallworth )

As per our opinion of the week in Shot 5.

Shot 8: Resource of the Week

Cool tool for checking the best time to send emails to a recipient:


growbots time to send

Eg if sending to Marketing Managers, send at 7:45am on Friday mornings – you’ll get the highest open rates then.

Shot 9: Quote of the Week

Waves are free – from Seth Godin


When someone lets you into the flow of traffic, or holds a door, or takes a second to acknowledge you, it’s possible to smile and offer a wave in response.

This, of course, costs you nothing.

It creates a feeling of connection, which is valuable.

It makes it more likely that people will treat someone else well in the future.

And it might just brighten your day.

The simplest antidote to a tough day is generosity. Waves are free, and smiles are an irresistible bonus.

Shot 10: Bonus Links of the Week

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

Ahrefs discuss the learnings from study 10M structured snippets:


Jon Loomer chats through Facebook Messenger ads – as usual, it’s gold:


Social Media Examiner jumps in with a bunch of Messenger tips:


We’ve had trouble finding the original attribution for this, so take it with a grain of salt, but it’s an interesting thought experiment if nothing else:


Tool to investigate:

Keyword Hero gives you insight into your keywords in Google organic, by adding the details back into a Google analytics profile:


Some of Craig’s reading:


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

HubShots Episode 98

Yet again we're using a stock image that has nothing to do with the show content

Episode 97: Marketers ruin everything – how to be responsible marketers

Welcome to Episode 97 of HubShots!

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

Listen to the post here: https://soundcloud.com/hubshots/097-marketers-ruin-everything-how-to-be-responsible-marketers

In this episode Ian and Craig discuss:

  • the need to be responsible marketers based on Kipp Bodnar’s recent post on how marketers ruin everything.
  • Next up are the cool HubSpot tips including viewing field history, and the new HubSpot Teams setting in Settings.
  • Then the news of P&G slashing their advertising spend and yet increasing sales.
  • They provide a strategic overview of how accounting practices can use Facebook for marketing.
  • There’s a good post from Databox featuring Inbound podcasts, plus a bunch of great resources including the new HubStrap landing page builder.

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

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

Make sure you join our mailing list: https://hubshots.com/notify/

(So we can notify you if the audio feed changes – we may have to move off SoundCloud)

Recorded: Wednesday 02 August 2017 | Published: Sunday 13 August 2017

Shot 1: Inbound Thought of the Week

Flogging a horse to death:


“The enemy of remarkable marketing is impatience.

There is so much competition for attention these days that the moment a blue ocean channel or new marketing strategy opens up, marketers flock to make the most of it. At the root of the problem is the channel-based mentality that causes us to obsess over hacks and mechanics more than a great message and engaging experience.

Early adoption is a good thing. It can be the breath of fresh air marketers and consumers alike are looking for. And typically the early days leveraging a new channel or format in your marketing strategy are as pure and innovative as they should be.

But then something happens. We cross the line into a sort of scorched earth marketing mentality where we forget the reason consumers were drawn to that channel to begin with — and we beat the living daylights out of it.  We start to solve for our own goals, instead of our customers’.

New channels emerge in part because we marketers ruin old ones.”

We’ve ruined written content, email, social posting… let’s not ruin Messenger, video, and each new channel as it comes on board.

Summary: Be responsible

Also: listen also to our Shot 5 opinion of the week back in Episode 92 where we chat about being responsible marketers

Shot 2: HubSpot Marketing Feature of the Week

Field change history: eg a contact’s email address: click the See History button:

hubspot contact field history

And you’ll see a history of the contact’s emails used:

hubspot contact field email history

Interesting example, a contact comes back and uses a different email address when filling in a form.

Shot 3: Marketing Tip of the Week

Databox dashboards are getting better and better:


We love Databox!

Shot 4: HubSpot Sales Feature of the Week

HubSpot Teams – setting up Teams in HubSpot for easy allocation of leads etc


Shot 5: Opinion of the Week

P&G slashed digital marketing, especially ad spend and saw no side effects:


Test and measure – if it isn’t working, cut it out. But make sure you are measuring correctly.

Asked whether P&G sees any need to put that money back into digital media in the future, Moeller said, “Clearly we don’t need to be spending money that is seen by a bot and not a person. Clearly we don’t need to be spending money on ads that are placed in inappropriate places, and that’s why you see a significant reduction.”

Shot 6: Creative Top 10 of the Week

Tip for reducing Facebook ad prices – engage with your page. Higher engagement is correlated with reduced click (and CPA) prices. Source: http://www.digitalmarketer.com/facebook-ad-updates-july-2017/

10 creative ideas for: using Facebook to attract visitors for an accounting firm

1. Implementation:

  • Pixel
  • Events tracking

2. Facebook Channels:

  • Page: forget this
  • Groups: engage here
  • Paid: focus here

3. Paid placements:

  • Facebook news feed
  • Instagram
  • Messenger

4. Audiences:

  • Specific interest audiences
  • Retargeting
  • Engagement based

5. Content types:

  • Pain point solutions (eg tax, saving, reductions)
  • Aspirational (eg investing)
  • Seasonal (eg end of year tax deadlines)
  • Upsell (new services)

6. Audience example: Load existing client list as an audience to promote upsell content to

7. Audience example: Create lookalike audiences to promote pain point content

8. Channel example: provide help in Groups, don’t just share your updates.  Share things that engage with people.  Think related content from suppliers (like Xero, MYOB) and clients.

9. Placement example: Take advantage of using Messenger as a placement (available in Australia at the moment) to push seasonal content (eg super deadlines)

10. Content example: Share video (especially live video) to both your Page and Group with tax tips

11. Context example: If sharing video, do it directly to Facebook and make sure there are captions.  You can use a service called Rev (https://www.rev.com/caption)

Shot 7: Podcast of the Week

Thanks to Databox for compiling a list of Inbound Marketing podcasts, and for featuring us (HubShots) and Moby (inbound Buzz):


Shot 8: Resource of the Week

Interesting example of formatting an entire blog series:


Inbound.org have an iPhone app now:


HubStrap landing page builder:


Shot 9: Quote of the Week

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

― Dharmesh Shah

Shot 10: Tool of the Week

We have been using this as a different way to communicate using video directly from your Chrome browser.


Shot 11: Bonus Links of the Week

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

The Death of Field Sales


Some of Craig’s reading:


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

HubShots Episode 97

HubShots Episode 96

Episode 96: Using HubSpot Search, Deal Stage Funnels and Why You Should be using https!

Welcome to Episode 96 of HubShots!

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

In this episode Ian and Craig talk about switching to https://, analyse what makes a post go viral and think up some creative ideas to drive traffic to accounting practice site.

Listen to episode 96 here: https://soundcloud.com/hubshots/096-using-search-hubspot-deal-stage-funnels-and-why-you-should-be-using-https

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

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

Recorded: Wednesday 19 July 2017 | Published: Friday 04 August 2017

Shot 1: Inbound Thought of the Week

Make sure you’ve switched over to https://


Not sure how to do this?  Talk to us!

Shot 2: HubSpot Marketing Feature of the Week

Using the search bar in the header of HubSpot to quickly find contacts, campaigns, content, email companies.

Reports dashboard 1

Shot 3: Marketing Tip of the Week

Analysing what makes a post go viral:


Cornerstone content + Direct email outreach + paid ads + influencer outreach + other media pickup

Note: they didn’t tag their email!

Shot 4: HubSpot Sales Feature of the Week

New reports available eg the Deal Stage Funnel:

new hubspot reports

Shot 5: Opinion of the Week

HubSpot Matthew Barby FINAL pdf page 68 of 80

This is a shift in how people may believe it works where you try to drive people back to your website.  Hence we see people that live on Facebook for example want to do everything there, like learn about product, start a sales conversation about finance etc.

Shot 6: Creative Top 10 of the Week

10 creative ideas for: Using Paid Channels to drive traffic to your accounting web site

  1. Add Facebook pixel to remarket and build and audience through Facebook
  2. Share all content and updates on Facebook, Instagram, Twitter & LinkedIn
  3. Publish Articles on LinkedIn and promote them
  4. Add Google remarketing code to your website so you have an option to remarket to people who have visited your site
  5. Use your existing client database to find similar audiences in Facebook and Google.
  6. Promote content to your specific audience on Facebook.
  7. Use video to get in front of relevant audiences on YouTube.
  8. Run Google search ads to target prospective customers.
  9. Run Google display ads to get in front of relevant and in-market audiences.
  10. Buy ad space on other relevant sites where your audience would be, like a local business chamber, small business sites etc.

Shot 7: Podcast of the Week

Noah Kagan – The Next Elon Musk — Meet John Arrow


Shot 8: Resource of the Week

Icons, icons and more icons!


Shot 9: Quote of the Week

“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”

  • Brian Halligan

Shot 10: Bonus Links of the Week

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



Tool to investigate:

Some of Craig’s reading:


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

HubShots Episode 96

I get that it is orange, but what does it have to do with the episode?

Episode 95: Traffic plus No Conversion equals No Business

Welcome to Episode 95 of HubShots!

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

Listen here:

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

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

Recorded: Wednesday 19 July 2017 | Published: Friday 28 July 2017

Shot 1: Inbound Thought of the Week

Grow With HubSpot Sydney (slides)

July 2017 – the biggest Grow with HubSpot event they’ve ever held globally, with more than 1000 people attending (ie a ton more probably registered).

Highlight for Craig was Brent and Varun’s session on matching context with content. Tips for landing pages, emails and conversion paths. Check out their slide deck from the main page.

Remember this point from James’ presentation:

james gilbert tells it

Tip: Twitter Cards came up in a few of the presentations. http://www.socialmediaexaminer.com/how-to-use-twitter-cards-for-business/

Shot 2: HubSpot Marketing Feature of the Week

New reports:

mql report

By the way – love the new Contact (and much more) search box – shows email address as well – it’s the little things!

Not so good: they are removing LinkedIn Ads support 🙁

Shot 3: Marketing Tip of the Week

Facebook – build audiences based on people who have engaged with your Instagram business profile


Emails that drive purchase:


“Some 92% of consumers say sales/discounts are an important factor that they take into account when deciding whether to purchase from a marketing email; brand reputation ranks second (90% cite it as an important factor), followed by ease of transaction (88%), and easy online/mobile purchasing (74%).”

Shot 4: HubSpot Sales Feature of the Week

Set Properties for Moving Between Deal Stages

You can set some fields to be shown/required when moving a deal between stages.

hubspot deal stage prompts

hubspot deal stage prompt setup

Shot 5: Opinion of the Week

Buying HubSpot, but not taking the time to use it properly.

Makes the purchase an expensive mistake, rather than an implemented investment.

We’ve both seen cases where a customer buys HubSpot but doesn’t actually do anything eg doesn’t even set up a campaign.

Shot 6: Creative Top 10 of the Week

10 Creative ideas for: driving free traffic from Google to an accounting website

  1. Make sure your Google My Business listing is up to date – you can add events now
  2. Keyword research to find the keywords to use in your page titles and write content around
  3. Understand page titles & meta descriptions – these are what Google uses as hints for ranking you
  4. Make sure you write your Meta descriptions as if they were Calls to Action
  5. Structure your pages with headings, bullet points and simple paragraphs
  6. Include images with ALT tags so that Google Image Search can identify them
  7. Video/text how to guides to be downloaded and viewed
  8. Make sure you include locations, often on the Home page as well as the Contact page
  9. Start a blog, can be simple as doing what is coming up, like new tax rulings
  10. Listen to what questions people ask, and write blog posts answering those questions
  11. Make sure your site is responsive – it must work on mobile
  12. Ensure it is fast – Google is favouring faster sites
  13. Ask sites you sponsor to add links back to your site (eg if you sponsor a local sporting club)
  14. Add Google analytics code to your website so you can see what pages visitors are engaging with, this will give you insights into additional content you can write
  15. Check & update professional directory listings you belong to (like CA & CPA) to point to your profile and website

Shot 7: Resource of the Week

The biggest trends and changes in AdWords so far in 2017


Lots of mentions of AI and Machine Learning

But also around using AMP (Accelerated Mobile Pages) Landing pages and pointing your mobile ads at them. The increased speed of the AMP landing pages results in better quality scores,  lower click prices, and then better engagement.

Shot 8: Quote of the Week

“If your software solves a problem people don’t care about, “adding A.I.” to it is unlikely to help.”

Dharmesh Shah


dharmesh linkedin quote

Shot 9: Podcast of the Week

Inbound After Hours


Shot 10: Bonus Links of the Week

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





Tool to investigate:

Some of Craig’s reading:


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

HubShots Episode 95

Yet again we're using a stock image that has nothing to do with the show content

Episode 94: Active Listening, Contact Re-subscription, Having the Right Contact Properties plus Our Gmail Tip

HubShots Episode 94: Active Listening, Contact Re-subscription, Having the Right Contact Properties & Our Gmail Tip

Welcome to Episode 94 of HubShots!

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

Listen to the show here:

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

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

Recorded: Wednesday 05 July 2017 | Published: Thursday 27 July 2017

Shot 1: Inbound Thought of the Week

The art of listening:


As Inbound marketers we need to actively listen to our customers, their needs, their wants and their concerns.

How often do we instead jump straight into talking (broadcast mode)?

Shot 2: HubSpot Marketing Feature of the Week

A reminder to check your re-subscribe settings.

Allow previously unsubscribed contacts to re-subscribe:


Is turned off by default.

hubspot resubscribe option

Available under Content > Content Settings > Email

Enable the setting, and then edit the email to ensure the sending name and address are set appropriately.

Shot 3: Marketing Tip of the Week

Try answering the reception of helpdesk calls for a day – you’ll get a better idea of what problems peoples are having.

Here’s Brian Halligan on the phones:


Shot 4: HubSpot Sales Feature of the Week

Setting default contact fields to show on contact records:

hubspot contact settings

These are the fields I typically like to include:

hubspot contact fields 1

hubspot contact fields 2

BTW Companies are now available in Marketing as well – under the Contact menu.

Shot 5: Opinion of the Week

The Winds of Change

“When the direction of the wind changes, some (people) build walls, some (people) make windmills”

(Chinese saying)

I still struggle with using my iPad to do anything more than just consumption of content, while others have embraced it as a work device. My point: changing behaviour and habits, even thinking, is hard.

As marketers we need to be understanding that the marketing winds change constantly – and thus we need to ensure our focus is on how we can best make use of the changes, and not resist.

What marketing change will you reconsider this week?

Shot 6: Gmail Tip of the Week

Inbox When Ready


Shot 7: Resource of the Week

Content marketing case studies:



Google using click data to personalise results at an IP level:


Shot 8: Quote of the Week

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

― Steve Jobs

A big thank you to Chris for producing our podcast each week – his company Mottram Media – http://www.mottrammediagroup.com/

Shot 9: Bonus Links of the Week

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







Tool to investigate:


Some of Craig’s reading:


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

HubShots episode 94

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