Want To Be Notified When The Next Episode Is Available?

Category Archives for "Episodes"

Episode 132: Lead Flows get even more awesome

Welcome to Episode 132 of HubShots!

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

This episode we look at HubSpot’s decision to release Conversations for free and where HubSpot is heading. Plus dive into some more Lead Flow goodness.

Listen to the show here: https://soundcloud.com/hubshots/132-lead-flows-get-even-more-awesome

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

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

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

Recorded: Thursday 09 August 2018 | Published: Monday 03 September 2018

Shot 1: Inbound Thought of the Week

HubSpot releases Conversations for free

https://www.hubspot.com/company-news/hubspot-launches-free-conversations-tool-for-growing-businesses

https://www.hubspot.com/products/crm/conversations

So much stuff for free.

The only thing missing is a free version of the landing page tool…

Shot 2: HubSpot Marketing Feature of the Week

Lead Flows now have Exclusion criteria

Tip: use URL structures for Landing Pages and Thank You pages (eg includes ‘thank-you’ or ‘download’ in the URL) and exclude these from Lead Flows showing

leadflow exclusions

Lead Flow Targeting

What happens if there are two Lead Flows targeting the same URL:

https://knowledge.hubspot.com/getting-started-with-the-hubspot-crm-free/lead-flows-and-collected-forms-faq

From the article:

Lead Flow triggers

If there are two lead flows with different flow triggers set to load on the same page with the same location specificity, the lead flows won’t conflict each other and will wait for their respective triggers, given that the user has not previously submitted or dismissed either lead flow.

For example, if one lead flow is set to load on all pages and is triggered on 50% page scroll, and a second lead flow is set to load on all pages and is triggered on exit intent, the two flows will load when the user triggers each lead flow.

Lead flow location

When evaluating 2 or more lead flows that should load in the same area, there is a set of rules that control which lead flow should load based on which one has the most specific targeting rules. HubSpot prioritizes the targeting rules in the following order:

  1. Website URL is: The lead flow targets the specific URL of the page and is an exact match.
  2. Query parameter equals: The lead flow targets a specific query parameter found on the page.
  3. Website URL begins with: The lead flow targets the beginning of the URL of the page.
  4. Website URL contains: The lead flow targets a word that’s found in the URL of the page.

For example, if you have a lead flow set to load on All pages and a lead flow set to load on a specific website URL, such as http://www.domain.com/home, the lead flow set to load on http://www.domain.com/home will show.

This applies to lead flows that have the same flow triggers (on 50% page scroll, on exit intent, etc.) or the same type (pop-up box, dropdown banner, etc.).

In the event that there is a complete tie, such as 2 lead flows of the same type targeting the same exact website URL, the most recently created lead flow will be shown.

Last updated

If multiple lead flows are active on a page with the same location specificity, the same trigger, and have the same type (pop-up box, dropdown banner, etc.), the most recently updated lead flow will display. If the user has previously submitted or dismissed the most recently created lead flow, they will be shown the next lead flow they are eligible for.

Shot 3: HubSpot Gotchas of the Week

Moving purchased templates that are from the old framework to the new.  We found this issue when amalgamating a few different HubSpot Portals into one.  Templates purchased over a year ago are very hard to transfer.

HubSpot and Facebook Advertising connections

Here’s the message you see if your Facebook connection to HubSpot has expired – a misleading message which references April 2017.

hubspot connection issue

Bonus gotcha: if you attempt to report on two accounts that have different currencies, HubSpot completely shits its pants.

Shot 4: Marketing Tip of the Week

Setting up audiences in HubSpot that sync back to Google Ads and Facebook Advertising:

https://www.hubspot.com/product-updates/now-live-google-ads-audiences-in-hubspot

https://www.hubspot.com/product-updates/now-live-url-based-audiences-in-the-ads-add-on

Shot 5: HubSpot Sales Feature of the Week

Using Lead Bots

https://blog.hubspot.com/sales/how-to-set-up-a-lead-bot

More on this when we do a deep dive into HubSpot Conversations after Inbound in September.

Shot 6: Opinion of the Week

Challenging conventional wisdom

Panadol versus Vitamins

https://twitter.com/zaid/status/1026232301577850880

Silicon Valley: “Build painkillers, not vitamins.”
World: “Did you know the market for vitamins ($37B) is 2x the market for painkillers ($19B)?”

vitamins painkillers

Important note: I don’t know if these numbers are correct. The point is that it gave me pause to think and challenge my existing assumptions (or assumed knowledge).

Some of the replies, just for balance:

vitamins replies

Summary: the numbers may be totally wrong, but the challenge to assumed knowledge is the important takeaway.

Action item: what other areas have you relied on assumed conventional wisdom for?

What marketing activities are you engaging in that you need to review and challenge?

Solution is usually: test and measure

Some examples:

  • Focusing on email frequency (instead of relevancy)
  • Focusing on LinkedIn (instead of another channel – test and measure)
  • Ignoring Instagram (instead of testing and measuring)

Shot 7: Resource of the Week

Using the new Spotify Ad Studio:

https://xen.com.au/how-to-use-spotify-ad-studio-to-reach-your-audience/

Shot 8: Quote of the Week

2 quotes from Richard Branson

  1. You don’t learn to walk by following rules. You learn by doing, and by falling over.
  2. One thing is certain in business. You and everyone around you will make mistakes.

Shot 9: Bonus Links of the Week

Tools to investigate:

OrgCharts for HubSpot

https://orgcharthub.com/

Saw this recommended on Twitter by Lionheart Communications – https://twitter.com/LionheartComm/status/1026723369515986944 – but we haven’t actually checked it out yet…

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

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

Episode 131: Hidden HubSpot Hacks

Welcome to Episode 131 of HubShots!

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

This episode we look at some little known HubSpot tips, tricks and hacks. Plus we chat about Google’s new marketing features including the push into automatically creating ads and landing pages for you.

Listen to the episode here: https://soundcloud.com/hubshots/131-hidden-hubspot-hacks

My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems.

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

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

Recorded: Wednesday 01 August 2018 | Published: Thursday 30 August 2018

Shot 1: Inbound Thought of the Week

What we see coming shortly is Google will start to automatically building landing pages and set up campaigns with auto optimisation called  Smart Campaigns.

https://www.blog.google/technology/ads/machine-learning-hands-advertisers/

https://www.youtube.com/watch?v=MmfaZV96x7A

Another exciting thing is responsive search ads where Google Machine Learning Technology will build the right ad for the right customer! > https://www.wordstream.com/blog/ws/2018/07/10/responsive-search-ads

These Responsive Search Ads contain up to 90% more information

responsive search ads in action

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Redirect Manager – URL Mapping:

hubspot redirect manager

Flexible Pattern URL Mapping

https://knowledge.hubspot.com/articles/kcs_article/cos-general/how-do-i-set-up-a-flexible-pattern-url-mapping

This is even better than the way we’d usually do it in WordPress, using RegEx on WP Engine.

Shot 3: HubSpot Gotcha of the Week

Keep getting Unsubscribed from HubSpot emails

Every few weeks I seem to get unsubscribed from HubSpot emails – eg I’ll go to sign up for a Beta feature and get an email like this below:

“Looks like you’ve opted out of email communication. Click here to get an email and opt back in.”

hubspot opted out error

I have no idea why this keeps happening… HubSpot support is on the case…

hubspot supprt on the case

Shot 4: Marketing Warning Tip of the Week

Be wary of ‘viral content’ providers like Providr – they may get your Facebook page punished:

https://www.smh.com.au/technology/facebook-s-executioner-style-bans-put-popular-pages-at-risk-20180726-p4ztp0.html

Shot 5: HubSpot Sales Feature of the Week

Notifications from the Prospects tools

Set Favourites, and add notifications.

Goto: Reports > Analytics Tools > Prospects

Plus you can subscribe Team members to the notifications as well.

hubspot prospects notifications

Using OR command in filters

Bonus hack: You can use the OR command in filters eg:

hubspot filters or

Shot 6: Opinion of the Week

Processes versus Platforms

The best software tools are powerless without decent data.

Decent data is often a result of proper processes being followed (eg Sales reps keeping contact lifecycle stages updated).

Proper processes are often a result of smart incentives.

Think about how you incentivise your teams to keep data up to date.

Shot 7: Retirement of the Week

HubSpot Prospects Recent Activity

HubSpot removed the Recent Activity from the Prospects tool:

https://www.hubspot.com/product-updates/recent-activities-removed

You can no longer see page views from anonymous visitors

See also: https://community.hubspot.com/t5/Sales-Tools/What-happened-to-Prospects/td-p/191731

Shot 8: Resource of the Week

Matthew Barby’s latest SEO Podcast by HubSpot Academy:

https://www.hubspot.com/podcasts/skill-up

Shot 9: Quote of the Week

“is there anything ever under our total control? Yes, two things are: your actions and your attitude.”

― Mo Gawdat, Solve For Happy: Engineering Your Path to Uncovering the Joy Inside You

Shot 10: Bonus Links of the Week

Some tips for using the Lead Status field on contacts:

https://blog.hubspot.com/customers/do-it-in-hubspot-sales-enablement-certification

https://knowledge.hubspot.com/articles/kcs_article/contacts/how-can-i-use-the-lead-status-property-in-my-sales-process

All the other HubSpot goodies released this month:

https://blog.hubspot.com/customers/july-2018-product-updates

CData integration:

https://www.hubspot.com/product-updates/cdata-integration

Connect to HubSpot from Excel, Power BI and other tools

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

HubShots Episode 131

Episode 130: Schnitzel

Welcome to Episode 130 of HubShots!

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

This episode we look at chat about Landing Pages, Removing Google Analytics from HubSpot, understanding the purpose of your website, In-App notifications, and schnitzel!

Listen to the episode here: https://soundcloud.com/hubshots/130-schnitzel

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/hubshots/

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

Recorded: Thursday 26 July 2018 | Published: Wednesday 29 August 2018

Shot 1: Inbound Thought of the Week

Catching up with HubSpot people today – shoutout to:

  • Nick Dzienny and Daniel Bertschi
  • Kartike Day

Farewell to Mads (sad face)

New Inbound speakers announced.

https://www.inbound.com/speakers

Check through the full agenda:

https://www.inbound.com/agenda

There are some gems in there eg Reid Hoffman will be speaking at Inbound:

https://events.bizzabo.com/205972/agenda/session/14361

Here is a speaker predication: Sophia, the world’s first humanoid, was activated in 2015 and she’s been busy ever since recently gaining citizenship in Saudi Arabia and appearing on television where she has been interviewed by the likes of Jimmy Fallon, Will Smith

https://www.adma.com.au/people/sophia

sophia square

Shot 2: HubSpot Marketing Feature of the Week

Using HubSpot Landing Pages and Forms for simple Surveys

For simple surveys this is all you need.

Example: the Feedback Form we send to Sydney HubSpot User Group attendees:

https://sydney.hubspotusergroups.com/feedback

For more complex surveys, you can you use a tool like SurveyMonkey and integrate with HubSpot.

(Note: For Standardised tests you can use the new ServiceHub features for Customer Feedback)

Shot 3: HubSpot Gotcha of the Week

Can’t remove Google Analytics from page

Solution: need to go through all the domains and tick on/off and save individually.

hubspot web settings ga

Shot 4: Marketing Tip of the Week

Understand the purpose of your site: Lead Generation versus Sales Confidence

Example: building out a content strategy but not having any lead conversion process in place, instead having a team of BDMs who are doing their own hunting…

A lead gen site approach won’t work, if the instead the site is really just to provide confidence for the sales team meetings.

Shot 5: HubSpot Easily Misunderstood Feature of the Week

In-App Notifications… mean in the web app notifications…

https://www.hubspot.com/product-updates/send-in-app-notifications-through-workflows

Don’t fooled by the misleading screenshot:

pasted image 0 16No HubSpot Owner Set to Ian HubSpot

In-App notifications appear in the notifications tab in the web portal.

Shot 6: Opinion of the Week

Leads are easy, time to close is getting longer…

Shot 7: Retirement of the Week

Note that Facebook is removing a number of targeting options – many underway, some still available until mid-August eg targeting by income bracket and net worth

fb income demographic

Shot 8: Quote of the Week

“So if you need an extra boost to get out of bed this morning, if you need something more than caffeine can offer, use this: People are depending on you.”

Ryan Holiday – The Daily Stoic – July 21

Shot 9: Bonus Links of the Week

https://codingisforlosers.com/search-console-find-quick-win-keywords/

Tools to check out:

https://littlewarden.com/

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

HubShots Episode 130

Episode 129: Interview with Michael Redbord about Customer Service Culture and Mindset

Welcome to Episode 129 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 the head of HubSpot’s Service Hub, Michael Redbord about service mindset and customer centric strategy. (Twitter: @redbord | LinkedIn | Blog)

Listen to the episode here:
https://soundcloud.com/hubshots/129-hubspots-michael-redbord-on-customer-service-mindset-and-culture

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

Subscribe to the HubShots YouTube channel: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Recorded: Tuesday 17 July 2018 | Published: Monday 13 August 2018

With me today, I’m joined by Craig Bailey from XEN Systems and Michael Redbord from HubSpot. How are you, Craig?

I’m well, Ian, and good to be here and great to chat with Michael. I just wanted to preface this for the listeners, because you might think, “Oh, this is just going to be another interview where we just chat about how awesome Service Hub is, product features, et cetera, et cetera.”

I actually think we only might touch on one actual feature of Service Hub. Instead, this is actually a chat around service mindset and customer-centric mindset in general, quite strategic, and also some technical bits as well.

Well, let’s take it away with Michael.

Michael Redbord – VP of Services and Support for HubSpot

Michael Redbord

Ian Jacob: 01:06 With us today we have a special guest, Michael Redbord, from HubSpot. He’s the head of Service Hub which is a new product offering from HubSpot, and he’s been the head of service at HubSpot prior to that for five plus years. Mike, welcome.

Michael Redbord: 01:23 Thanks so much, guys. I’m really, really excited to be here today and add my perspective to the podcast.

Ian: 01:28 All right, Mike, now tell us, you’re the head of Service Hub, tell us how Service Hub fits into what we do as marketers, and what is the benefit to actually having it in your business.

Where does Service Hub fit in the marketer’s toolkit?

Michael: 01:40 A few months ago, we launched Service Hub which is the third product line from HubSpot. I think traditionally, if you wind the clock back, HubSpot’s really just a marketing company. It’s the inbound marketing company. Then if you start to wind the clock forward a bit, you go from marketing to sales, and there’s just some really natural adjacencies there where you think about how marketing and sales could work together.

Michael: 01:59 Now into service, as our third product line where there’s actually a whole lot of natural adjacencies into sales and marketing too. We’re seeing it fit in together for businesses in this way that marketing, sales, and service all works together to drive growth, and we’re really excited to help folks embrace that vision and make it happen.

HubSpot Flywheel

Where doesn’t Service Hub work?

Ian: 02:15 All right, we’re going to ask you something that probably not a lot of people ask. Where hasn’t this worked?

Michael: 02:21 Hmm, so where doesn’t it work for Service Hub?

Ian: 02:24 Yes. In what kind of businesses or where have you seen the implementations actually not work?

Michael: 02:31 Yeah, so theoretically, every business has an opportunity for customers to create value and drive growth. Even business that you may think of as a one-time business like I don’t know, a mortuary or something, they still have opportunities to drive repeat business.

Michael: 02:45 Theoretically, Service Hub really works for anybody that wants to use their customers as a growth engine. I think in practice the product here is just a few months old, so you end up with it being a better fit for certain organizations and worse for others.

Michael: 02:56 The companies that we see it be a better fit for in practice are businesses that are working with their customers, because everybody’s in the business of customer service. Once you have a customer, you’re doing customer service. They’re working with their customers in relatively straightforward ways. They have a certain set of processes that they want to work through with their customers. They’re able to create tickets, to operationalize that inside Service Hub. They’re able to create knowledge-based articles to speed things up like self-service, and then they’re able to get feedback from those customers.

Michael: 03:23 The place where it doesn’t work well is for businesses that are maybe really, really entrenched in a sophisticated help desk solution and are saying, ” Look, we’ve been with Zendesk for years, and it does all these things.” We’re like, “Yeah, cool.”

Michael: 03:34 We’re a couple months into this product line. We’re not going to check all those boxes. For businesses that find some of those features in more mature help desk solutions really, really important, we’ll say, “Look, great, awesome talking with you guys. Let’s talk in a year or two.”

Michael: 03:46 For businesses that I think are more into making sure that everybody has access to the same data, and the all-in-one value proposition of having the customer timeline all in one place visible to everybody across marketing, sales, and service, for those types of companies, it’s an awesome fit.

Ian: 04:00 Now, I know where they started selling sales, there’s some interesting statistics. They said, I think it was over 80% of small businesses didn’t even actually have a CRM or manage their data. Have you got some interesting statistics around service, and how people manage that with customers?

Michael: 04:15 Yeah, so I actually don’t have any stats on that one. But from my experience, it’s the same thing as sales where in it’s a mess of spreadsheets and sticky notes and all sorts of different things. I just think there’s a massive opportunity to get everything all in one place to make it a lot a cleaner.

Do companies really deliver superior customer service?

Michael: 04:28 One stat that I really, really do like in terms of businesses understanding their customers which is one part of what Service Hub does with the feedback app is that when you ask businesses, deliver superior customer service 80% of them say, “Yes, we do. We deliver superior customer service.” When you ask the customers of those businesses, “Do you experience superior customer service?” Only 8% of those customers actually agree.

Michael: 04:57 Businesses tend to think they’re doing a great job, and they’re customers tend to think they’re not. The numbers could be off by a little bit, maybe it’s we’re off by a couple percentage points here and there, but there’s just this massive divide.

Michael: 05:07 One of the opportunities that we’re really excited about is to help folks understand their customers better. Get all that data all in one place, all that timeline information all in one place, all that feedback information all in one place, so they can actually bridge that divide between the perception of their service and their customers’ reality.

What does Customer Service Culture look like?

Craig Bailey: 05:21 That’s really interesting. I wanted to ask in terms of implementing it, in terms of culture, so if you think about the inbound methodology that was a big change for companies. Okay, so you’ve got software, but you’ve also got internal processes which I alluded to previously. That was a big change for marketers to think in terms of an inbound approach.

Craig: 05:39 When it comes to Service Hub, do you see cultural change is required? You’ve probably touched on this in the whole mess that often they are. How do you see that playing out with Service Hub?

Michael: 05:49 Yeah, super good question. I think that if you … A minute ago, I pontificated on a promised land of your customers being a growth engine for your business. That sounds good on paper. It’s like, “Yeah, sure, why not?”

Michael: 06:03 I think in practice, a lot of businesses have a hard time achieving that. I think a lot of the reason why is that they view service as a cost center, not as an opportunity. They view their customers as a problem to be managed and made quiet, not an opportunity to be maximized and made wowed and to be your best advocate.

Michael: 06:22 There’s a mindset thing there, and I think that’s a mindset, a cultural mindset that you want to share across the business. I think your leadership needs to have that mindset. I think that a lot of times when you’re a very small company, and you’re trying to get that first client, that first customer, it’s acquisition at all costs. It’s only until you start to get a few customers, you start to get five or 10 or whatever, you begin to grow that the reality that land and expand and growing those customers is a good idea starts to ring true.

Michael: 06:49 I think there’s a mindset thing. There’s a little bit of a maturity thing. There’s definitely having the right leaders in place to pave the way for that to be a reality. Because you can buy any software you want on the planet, if you can’t actually use it the right way and have the right sponsorship and the right execution, it’s not going to get you the results.

The Process for building a Customer Service Team

Craig: 07:06 I feel the voice of experience coming there. Let’s hark back to your days when you were managing HubSpot support. Did you go through some of these transformations in terms of-

Michael: 07:13 Oh my goodness.

Craig: 07:13 … culture and process?

Michael: 07:15 A few highlights and a few lowlights. I think that a lot of stories of growth are not simple. When it comes to turning the corner from being a very acquisition-focused business to being a very customer-focused business, making that change we were just talking about, it’s not usually a journey that people take without some pain. Typically, that pain is actually a trigger to start that journey.

Michael: 07:37 For us, when I was running our support team, I started running that team in 2012. That was at a point in time when we were releasing a lot of new software very quickly, and it wasn’t the most stable thing on the planet. We’re still a relatively small company. We weren’t public or anything at that point in time, but our customers we’re telling us in no uncertain terms this was not going well for them.

Michael: 07:55 Our cancellation rate went absolutely through the roof. Still, when you look back at HubSpot’s revenue from those days, there’s this big divot where we just had a quarter that was really rough. Because our customers were saying, “Look, you’re not looking after us. You’re focusing too much on acquisition. You’re not paying attention to our success or happiness.”

Michael: 08:13 I was running our support team at the time. I was on the front lines of that as it were. A lot of what I was responsible for was bringing that feedback and that perspective to our founders, to our executive team, and saying, “Look, guys, this is all good on the front end, but it’s really creating some challenges as it moves through the system, and our customers are not particularly pleased with this.”

Michael: 08:31 I think that really led to a mindset over time of more investment in the service team, a very different type of perspective on the customers’ measurement of things like net promoter score. That was really the genesis of a lot of the operational ways that we run the business that are a little more customer-centric nowadays.

Understanding Net Promoter Score

Craig: 08:46 Can I just ask you, can you explain what net promoter score is? Because we run into situations where people aren’t familiar with it, and it’s certainly not implemented. Can you talk about the simplicity behind it, and how Service Hub enables that?

Michael: 08:58 Yeah, so net promoter score is a methodology, a practice basically. It was invented by or patented at least by Bain & Company. Really, it’s a simple, simple question to understand if your customers would promote you, and if they would advocate for you. It’s a measure of advocacy and happiness.

Michael: 09:15 The question goes like this, on a scale of zero to 10, how much would you recommend our product to a friend or colleague? They answer zero to 10, and then they fill in a little comment. That’s it. It’s a very, very simple methodology.

Michael: 09:25 There’s a little more behind the scenes in terms of there’s some scoring and stuff like that. But I’m a fan of net promoter score, because it’s such an industry standard way of doing this happiness survey that when you Google average net promoter score for a marketing agency or average net promoter score for a software company or whatever you are, you get some results. It’s reasonably easy to benchmark yourself out there in the marketplace, and it’s also just such a tried and true method that it works pretty well.

Michael: 09:53 Lots and lots of other ways to survey out there, but we like net promoter score which is why we made an app for it. That’s one of the types of feedback that you can collect with Service Hub right out of the box. It’s a really simple flow to stand up a net promoter score, start getting that voice of the customer into your executive team, into your just understanding of what your customers are up to, and to begin to make this transition from a whatever type of company you are today to a truly customer-focused company.

Important customer service metrics: Engage, Guide, Grow

Ian: 10:14 This is a good segue into what kind of metrics would people focus on if they’ve got Service Hub in place? Net promoter score being one of them, is there anything else that they should look out for? For example, in marketing we look out for the qualified leads, the number of leads that are being generated, in support, what does that look like?

Michael: 10:31 Yeah, great question. I think when you think about the customer experience in the whole, there are basically three verbs that you as a business need to do and do well to turn your customers into a growth engine.

Michael: 10:45 The first verb is engage. That’s just about working reactively with customers. They have questions, you got to give them answers. That’s a very traditional support motion, engage is the first one.

Michael: 10:53 The second verb is guide. That’s about saying, “Look, we actually know better, we’ve done this before. We can hold your hand and take you on a walk with us.” It’s a more proactive style of support. A lot of times, you get this from companies, they send you a couple of emails as you’re a new customer, whatever it is. We’re all pretty familiar with this. Guide is the second one.

Michael: 11:11 Grow is really the third one. That’s about if we’re delivering good service, and you’re happy with us, how can we grow better together?

Michael: 11:18 On the growth front, some of the metrics there are net promoter score. I think that’s really the prime one to understand how much people are going to advocate for you. But I also love looking at referrals that are driven through word of mouth. There are lots and lots of ways to track that. I think in e-commerce businesses there’s a lot of link tracking. For other businesses maybe it’s as simple as asking the question, how did you hear about us? When someone buys. Tracking that closed loop is actually awesome for the growth side of things.

Michael: 11:40 For the guide side of things, it’s saying, how much are we enabling people to answer their own questions? I love stats like how many knowledge-base users did we have? Or how many searches did we get in the knowledge-base that folks were able to solve their own questions?

Michael: 11:53 For the engage side of things, which is a little bit more of a standard support scenario where folks are asking you questions, and you’re answering tickets back or something, I’m a big fan of how much time it took you to respond, and then what folks said in terms of feedback after those cases were done. Was that an easy thing for them to resolve or hard?

Michael: 12:12 If you combine that all together, you get a pretty good view of how to engage, guide, and grow with the customers.

Response time versus Resolution time

Craig: 12:17 You mentioned response time and then customer satisfaction. Do you measure actual resolution time as well? Do you see that as a key step? Because people are getting better at responding quickly, resolution time might not be in concert with it.

Michael: 12:31 Totally. I think that the reason that response time is the one that I said and not resolution time is because customers work with a variety of different types of vendors. We expect immediacy from pretty much everybody regardless what type of business that you’re in.

Michael: 12:45 If I’m customer, and I’m me, my name’s Mike, I’m working with 10 different businesses, I expect everybody to get back to me right away. I don’t necessarily expect an immediate resolution. If I have a complicated problem. I understand it’s complicated, maybe it’s going to take a week or two. My expectation can be different.

Michael: 13:00 I think businesses should measure resolution time, but they should really hold themselves accountable to that response time. Because if you think about it being all about the customer, they’re working with all sorts of different brands. There’s this expectation of immediacy that’s out there.

Michael: 13:12 Whereas resolution time, it’s different for different types of issues, different types of businesses. When you measure that for yourself, the goal there is really just drive it down over time, make it generally better. It’s hard to set a numeric goal on that. Whereas with response time you’re talking in the matter of hours is where you want to get to.

Does a slowing economy (or even a recession) put the focus back on customer support?

Ian: 13:29 Do you see the role of customer support being more important in a slowing economy as things change?

Michael: 13:35 Yeah, I think we’re in an interesting point in time here, it’s 2018 about the middle of the year. As you look forward, you’re saying, “Oh yeah, maybe the economy will slow, what could happen?”

Michael: 13:46 My perspective on it is that when economies slow, when inflation goes up, when things tighten, businesses tend to start cutting things that are seen as optional. One of the things I think is not optional is servicing your customers.

Michael: 14:04 When it comes to the outcomes that you might get in a recession-based scenario, I think the folks will tend to double down on their customers, try to get more business out their existing customers, because the cost of acquisition is lower. They’ll probably make cuts in their go-to market, in their advertising budgets until things recover. But I think that you actually should at least stay level on your customer support function if not further invest there, because the cost of acquisition on that incremental spend is going to be lower.

Michael: 14:32 Especially if you have good relationships with your clients, recessions can actually be a good time to go back and say, “Look, we want to expand our work with you, and weather the storm together. We want to really partner with you through this and figure out contract structures, offering structures, whatever it is that can help both parties, the customer and the vendor get through it together.” That’s a very tactical form of doubling down on your customers and trying to make it through that recession with support as the primary way to do it.

Who should be responsible for customer support?

Ian: 15:00 All right, here’s a question, who should be in charge of customer support if this is not in place? We’ve got people who look after marketing and sales, and we’ve now added Customer Hub in, who should be the champion of that? What have you found that has worked? Because you’ve been through that transition.

Michael: 15:13 Yeah totally. I’ll just say first, if you have a customer, you have customer support. You might not have a customer support department. You might not have a vice president of it, or whatever, but it’s happening. Somewhere, someone in your business is talking to customers. When they have questions that person’s engaging with them. That person’s helping guide them to success, and maybe even helping them grow if there’s a case study that they then become.

Michael: 15:36 I would say, first, look at the functional org chart. Where is the customer function happening? That’s actually a good indicator maybe of where you should put this thing.

Michael: 15:44 I would say, second, support and service really should be thought of not as a cost center but as a growth center. As a result, you should not put service or support in operations or finance or some back office-y part of the world. Honestly, that happens a lot. Even folks put in engineering or innovations in software companies which can sometimes lead to cost reduction in there.

Michael: 16:05 I really like putting it mixed in with the commercial functions of the business which are like sales and marketing and grouping those together, so that when you think about the customer experience on the commercial front all the way from marketing to sales to service that’s the commercial customer experience, and you have product and delivery that backs that up.

Michael: 16:21 I think first look at where the function’s happening today, because I guarantee it’s happening out there. Then try to group together those commercial functions, so that you’re creating a nice, consistent, smooth customer experience where all the people in those departments as you grow can share data and tools and all that.

Character traits of Customer Service leaders

Craig: 16:35 Let’s say someone’s looking after customer service, and you’ve done this, of course, in management style are there any kind of character traits that you would recommend?

Michael: 16:44 I bet a lot of folks listening today are making their first, second, third, or fifth, not their hundredth customer service hire. I think that a lot of the traits that you would hire for in an individual contributor to work with their customers, they’re actually the same traits they should have in leadership. It’s not that different. It’s more of a rebalancing of the same traits rather than being radically different.

Michael: 17:03 On making any one these hires, so whether it’s your first service hire, or you’re trying to hire a vice president of customer success or something, these are the things I look for, and, again, just the mixture of them is different in leadership versus individual contributor.

The importance of empathy

Michael: 17:14 I would look, first and foremost, for empathy. You just need to care, and you need to care about people. Almost in a broad sense, you need to be a humanist. There’s ways to test for empathy. I think when you sort of know it when you see it. You talk to somebody you can sense if they’re empathetic or not.

Michael: 17:31 At the end of the day, if this is a person that you’re putting in place to look after your customers you want them to care. You want them to be able to be human. More than any other function, customer support, customer success, customer service is really a function of being human, so empathy is really number one.

Michael: 17:46 Also, number two is outcome orientation. We’re not just here to solve problems for free. We’re a business, so every service person, every support person needs to have an outcome orientation. That’s almost a little bit of sales- y-ness where they’re like, “Yeah, I’m trying to get to this point. I want to hit this number.” They have to have some pride in hitting those numbers and making numbers move.

Michael: 18:07 I think for a leader this is actually really, really important trait. As you scale up, service organizations it can be somewhat of less important trait in some roles, but it’s still a pretty important thing. All your people on the team, if you want to actually [inaudible 00:18:18] not just be a cost center, so empathy, outcome orientation.

Michael: 18:22 Third, I would say, is process orientation. This is something that’s quite important in a leader, because, hopefully, they’re going to build for scale especially if you’re a growing company. You want your leaders to really give you three to five years of runway, not just three to five months. You need someone that isn’t process-driven, isn’t a total operations person, but has enough of that process mindset that they can create process, create stuff that scales, create things that are repeatable, save you time, save your customers’ time.

Michael: 18:49 Empathy, outcome orientation, and process orientation are really my big three. I look for those when I hire customer success managers, when I hire support reps. It’s just sort of a different mixture of the same three based off of whatever role the person’s going to be filling.

Michael’s top 3 pearls of wisdom

Ian: 19:01 Mike, what’s your top three pearls of wisdom for our listeners?

Michael: 19:07 All right, so top three pearls of wisdom. The first that I would recommend is you need to be empathetic, and you need to walk in your customers’ shoes, if you want to be a business that will outlast you. If you want to have a business that lasts for generations, or a business that makes an impact on yourself, on your community, on your customers, you need to be empathetic, you need to walk in your customers’ shoes. That’s number one. Number two, I would say is that every business needs to think about the work that they do with their customers not as a vertical function. Marketing is not just about, “Oh, we need to generate more leads today.” Marketing is about creating experiences across customer life cycles for people who can be a great advocate of your growth if it goes well.

Michael: 19:47 But if you’re a marketer out there, and you’re saying, “Oh, I’ve got to generate more leads,” try to think of yourself like what could you do to be more of a horizontal function and say, “How do I create great experiences across the life cycle that turn customers into advocates and drive more revenue?” That’s number two. Think about things as a horizontal function not a vertical one.

Michael: 20:05 Number three, I would encourage people to think about their business as a whole, not just their particular function, but their business as a whole, not just as a funnel that tries to acquire, acquire, acquire, but as a fly wheel that tries to take marketing and sales and service, if each one of those functions contributes to growth where marketing feeds sales, sales feeds service, and service feeds marketing.

Michael: 20:26 This is really a mindset change for a lot of businesses where it’s not just about filling your funnel, then oops, there goes a customer as an output. It’s really treating customers and service as an input to the whole equation, because that can really help you grow better.

Ian: 20:39 Fantastic. Well, that concludes our show. We’d like to say thank you, Mike, for giving up your time to be with us all the way from Boston. It is fantastic to see you and to see what you’ve done with service. We’ve tested the product out, and we’ve tried some things out. We’re on the journey to see how it grows, and how it expands which is really exciting.

Craig: 21:00 Thanks, Mike.

Michael: 21:00 Thanks, Ian. Thank you, Craig.

Craig: 21:02 Thanks again to Michael for joining us on the show today and giving us insight into the customer service mindset, and how we grew that at HubSpot, and how, listeners, you can take those learnings and incorporate them into your own companies.

Ian: 21:16 I think one of the biggest things I saw, Craig, was that Mike is one of those people that has actually been through that journey of customer support in HubSpot, probably when he had no tools or very few tools, now to being the product lead for Service Hub. Which I think that his experience really shows through in the way he talks about the product, and the way he talks about the whole strategy of having Service Hub a part of your organization.

Craig: 21:42 Yeah, that’s interesting, isn’t it? He grew culture and process first and then product later to fit that, so something to learn from that.

Listen to the episode here:
https://soundcloud.com/hubshots/129-hubspots-michael-redbord-on-customer-service-mindset-and-culture

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

Episode 128: HubSpot Live Chat Problems, Solutions and Integration

Welcome to Episode 128 of HubShots!

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

This episode we take another look at Conversations (Inbox) in HubSpot Service Hub, think through a few Chat related thoughts from Jon Dick, and ponder the amount of time we spend on social.

Listen to the podcast here:
https://soundcloud.com/hubshots/128-hubspot-live-chat-problems-solutions-and-integration

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

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

Recorded: Wednesday 11 July 2018 | Published: Saturday 04 August 2018

Shot 1: Inbound Thought of the Week

3 key takeaways from the new Digital Content Ratings report

Screenshot 11 7 18 7 04 pm

https://www.thinkwithgoogle.com/intl/en-aunz/advertising-channels/video/3-key-takeaways-new-digital-content-ratings-report/

Works out around an hour per day on YouTube.

By comparison, people spend 41 minutes on Facebook:

http://www.emarketer.com/Chart/Average-Time-Spent-per-Day-with-Facebook-Instagram-Snapchat-by-US-Adult-Users-of-Each-Platform-2014-2019-minutes/211521

And upto 135 minutes in total across all social channels:

https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/

(eg FB + Insta + Snap, etc)

Buzzword of the week: Fluid realities (see section 4): https://www.facebook.com/iq/articles/shifts-for-2020-multisensory-multipliers

Shot 2: HubSpot Marketing Feature of the Week

Conversations

Conversations in Service Hub has improved a lot.

They fixed the Associate function.

Speed is near instant. It’s on par with the Slack experience now.

Expect to see Conversations in the HubSpot app on your phone soon…

Bonus feature: GDPR now supports pixel inclusion based on cookie acceptance

https://knowledge.hubspot.com/articles/kcs_article/hubspot-ads-privacy-features

Shot 3: HubSpot Gotcha of the Week

HubSpot Ads add-on beta

Multiple Ad accounts now supported, but only one pixel available for adding to a site.

This impacts things like syncing HubSpot contact lists over to Facebook ad accounts.

hubspot ads pixel support

Looking forward to the day when you can add pixels to specific domains – and this in turn rolls into GDPR settings (eg cookie settings)… bring on Workspaces!

 Shot 4: Marketing Tip of the Week

Live Chat opportunities

https://research.hubspot.com/live-chat-go-to-market-flaw

Good post by Jon Dick – HubSpot VP Marketing

“Most companies are bolting live chat onto an already misaligned marketing, sales, and customer service process. And that means live chat can’t, by itself, speed up your growth. That’s because the opportunity of live chat isn’t about live chat at all. It’s about getting rid of the fault lines between your marketing, sales, and customer service teams so you can do business on your customers’ terms.”

4 thirteen channels

Key takeaways

  • Consumers want to use live chat to communicate with your marketing, sales, and customer service teams, but most companies only allow buyers to chat with ONE of these three teams.
  • Almost ⅔ of buyers expect a response within 10 minutes to any marketing, sales, or customer service inquiry.
  • Buyers engage with companies on 13 different channels, most of which are disconnected.
  • Employees spend 10% of their time reconciling disconnected systems to ensure they’re answering buyer inquiries correctly.
  • The expectation of immediate responses leave little room for companies to hide the misalignment in their go-to-markets. Live chat’s true opportunity is that it might finally force companies to break down their silos.

“Netflix, Spotify, Uber: None of these companies rose to the top by inventing a new product or service. They offered you the exact same thing their competitors did — just in a simpler way.”

“Today, your biggest risk of disruption isn’t your competitor’s products or services. It’s their go-to-market. The company with the simpler, more relevant, baggage-free process will always come out on top.”

Shot 5: HubSpot Sales Feature of the Week

Live Messages/Inbox

Shot 6: Opinion of the Week

Should you use bought lists?

Craig was in a meeting last week where the client is investigating buying lists. Questions were asked. Here’s Craig’s opinion on what the appropriate approach is.

Shot 7: Podcast of the Week

The Hubcast is better than ever – listen to episode 183:

https://www.impactbnd.com/blog/hubcast-183-landing-page-videos-deduplicating-contacts-qwilr-love

Love Carina’s style.

Shot 8: Resource of the Week

ContentKing Academy

Useful overview of SEO topics

https://www.contentkingapp.com/academy/

Shot 9: Quote of the Week

“For much of Toyota’s history, we have ensured the quality and reliability of our vehicles by placing a device called an andon cord on every production line – and empowering any team member to halt production if there’s an assembly problem. Only when the problem is resolved does the line begin to move again.” Akio Toyoda – President of Toyota Motor Corporation

Note: re ‘andon cords’ now replaced with wireless buttons

Shot 10: Bonus Links of the Week

https://www.facebook.com/iq/articles/shifts-for-2020-multisensory-multipliers

https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/

http://www.emarketer.com/Chart/Average-Time-Spent-per-Day-with-Facebook-Instagram-Snapchat-by-US-Adult-Users-of-Each-Platform-2014-2019-minutes/211521

https://www.wordstream.com/blog/ws/2017/11/07/facebook-statistics

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

HubSpot Live Chat Problems, Solutions and Integration

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

Episode 127: Content Strategy Tool Improvements

Welcome to Episode 127 of HubShots!

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

This episode we look at the revamped content strategy tool wizard (plus a workaround), think through the impact of data decay, and making calls from HubSpot.

Listen to the episode here:
https://soundcloud.com/hubshots/127-content-strategy-tool-improvements

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

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

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

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

Recorded: Tuesday 26 June 2018 | Published: Wednesday 25 July 2018

Shot 1: Inbound Thought of the Week

Caught up with Charles McKay at HubSpot today

Also Varun, Mads, Nick Bayliss

We are testing a YouTube channel – if that’s your thing.

https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Please subscribe, so we can get a sense of how many people find YouTube a good option.

If there’s enough interest we’ll look at providing video as well as audio in the feed.

Shot 2: HubSpot Marketing Feature of the Week

Reset your Content Strategy clusters, and then you can run through the Topic cluster wizard

https://knowledge.hubspot.com/articles/kcs_article/content-strategy/creating-new-topic-clusters-with-content-auditing

Please note: the content audit feature is only available if you do not have any existing topic clusters. If have existing topic clusters already and you’d like to use this feature, you can delete your existing topic clusters to add your topic clusters with content auditing.

After updating, you then wait 24 hours for the analytics to update:

content strategy tool updating

btw

Semantic = buzzword

Noun. semantic relation (plural semantic relations) Any relationship between two or more words based on the meaning of the words.

semantic relation – Wiktionary

https://en.wiktionary.org/wiki/semantic_relation

Shot 3: HubSpot Gotcha of the Week

Understanding Sales Pricing and limits:

https://legal.hubspot.com/hubspot-product-and-services-catalog

Shot 4: Marketing Tip of the Week

Email decay rates – assume >20% per year

Widely cited stat (but we can’t find the actual source) from Marketing Sherpa (https://www.marketingsherpa.com/) that email lists decay at 2.1% per month (which apparently when annualised is 22.5% per year – ie doesn’t account for growth at the same time.)

https://www.hubspot.com/database-decay

This includes people opting out, but also people who change their email address.

Need to be mindful that if you aren’t growing your list by 2.1% per month you are going backwards.

Plus that doesn’t include people who still stay on your list but just don’t engage.

Shot 5: HubSpot Sales Feature of the Week

Calling

You can place calls via VOIP (voice over the internet!) right from within your HubSpot account, or click to connect through a physical phone. Optionally record and log calls to a contact’s record. Lite version in HubSpot CRM includes 15 minutes of calling per user per month.  Starter 500 minutes of calling per user per month & Professional 2000 minutes of calling per user per month.

Craig Bailey

Saw this notification in a clients account as they have not been using it:

Reports dashboard 3

Bonus features:

  • You can export out your Quotes you’ve generated from the Deals
  • Settings > Sales > Products & Quotes

Shot 6: Opinion of the Week

Influencers and B2B Marketing

Was chatting with someone at Grow with HubSpot Sydney and they were in B2B, but weren’t sure how they could incorporate at an influencer marketing strategy.

Before you get fixated on celebrity endorsements and instagram images, start simple – get reviews for your business. People are influenced by reviews.

Super simple example: we use Brian Halligan at the start of this podcast…

In B2B it may mean it is easier starting at the bottom of the funnel when people are deciding, versus at the top when people are researching.

Shot 7: Emotion of the Week

Occhiolism: The awareness of the smallness of your perspective

http://www.dictionaryofobscuresorrows.com/post/95735249861/occhiolism

Found this via David Perell on Twitter:

https://twitter.com/david_perell/status/1009966684764065793?s=12

23 emotions

Credit to John Koenig from The Dictionary of Obscure Sorrows!

Via: http://www.dictionaryofobscuresorrows.com/

Shot 8: Resource of the Week

Five Years of Google Ranking Signals

from Bill Slawski (SEO by the Sea)

A great example of content that people will share widely but never actually read themselves:

http://www.seobythesea.com/2018/06/google-ranking-signals/

Love that each item has an action point eg here’s the action point related to Google using the first time it crawls a site as a signal, because it uses Domain Age as a signal of quality.

Action items: Create evergreen content that people will find value in over time, and continue to link to. As people continue to link to it, Google will continue to see value in that content.

Shot 9: Quote of the Week

“Customers play ball not just because of extremely low prices but also because IKEA offers them advantages and an experience that other retailers do not. Are there ways in which your firm – or a new venture – could offer customers advantages that would not cost you very much, or would even increase profits?”

― Richard Koch, Simplify: How the Best Businesses in the World Succeed

Shot 10: Bonus Links of the Week

https://blog.hubspot.com/sales/the-psychology-of-selling

https://backlinko.com/seo-techniques

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

HubShots episode 127

Yes, we got this one from pexels as well

Episode 126: Using Google Tag Manager with HubSpot

Welcome to Episode 126 of HubShots!

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

This episode we chat about the HubSpot Community, plus dive into Google Tag Manager.

Listen to the episode here:
https://soundcloud.com/hubshots/126-using-google-tag-manager-with-hubspot

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/hubshots/

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

Recorded: Wednesday 20 June 2018 | Published: Monday 02 July 2018

Shot 1: Inbound Thought of the Week

Highlights from the HubSpot Partner event in Sydney last week.

Got a sneak peak into some of the upcoming HubSpot feature releases.

Service Hub was a focus.

The Funnel is dead, it’s all about the Flywheel – so sayeth David Shepherd

It’s about making the customer the centre of everything.

hubspot flywheel

Good to catch up with: Stacey Chalmers, Sarah McIntyre, Tony Eades, Justin Theng #gotheextra, Samantha Alford, Charles McKay, Daniel Bertschi, Varun Bhandarkar, Bob Ruffalo, Jethu Mahtani, Michael Redboard

Good to meet Adam Steinhardt and Zaahn Johnson (finally!) from the HubnSpoke podcast:

https://www.thekingdom.com.au/hubnspoke

Interesting thought from the day: are you planning for a coming recession and if so, how will approach it. Jethu noted the importance of customer retention – which played in nicely with some of the Service Hub offering.

HubSpot Community

Speaking of events, it’s Grow with HubSpot Sydney tomorrow (as we record this). Shout out to Bertie who was looking after some last minute registrations. We emailed her just before 5pm and she replied almost instantly helping us out.

And even more about events – one of the reasons we’ve called out a bunch of people we caught up with is because it is an insight into the wonderful HubSpot community. If you’d like to be part of the HubSpot community, make sure to check out a local HubSpot User Group:

https://academy.hubspot.com/hubspot-user-groups

Shot 2: HubSpot Marketing Feature of the Week

How to add Google Tag Manager in HubSpot

https://knowledge.hubspot.com/articles/kcs_article/cos-general/how-do-i-add-the-google-tag-manager-code-to-my-hubspot-pages

Now set under Settings > Marketing > Web

hubspot web settings

And then scroll down to the settings for Site header and Site footer

hubspot web gtm settings

Ideally HubSpot should support this natively as a tickbox like they do for Google Analytics.

https://blog.hubspot.com/marketing/google-tag-manager-guide

Note: always use the new Google Universal Analytics script – never use Classic Analytics

Shot 3: HubSpot Gotcha of the Week

If you have multiple domains in your HubSpot portal make sure to select between domains when adding in the Google Tag Manager script:

hubspot domain select

Otherwise you may have the GTM script appear on all your domains (which may not be want you want – especially if you have an Enterprise account).

Shot 4: Marketing Tip of the Week

Why you should be using Google Tag Manager to manage all your marketing scripts

https://support.google.com/tagmanager/answer/6102821?hl=en

https://moz.com/blog/an-introduction-to-google-tag-manager

Common examples:

  • Google Analytics
  • Facebook pixel
  • LinkedIn pixel
  • Twitter pixel
  • HotJar
  • Conversion Linker
  • Link tracking
  • Download tracking

https://www.simoahava.com/ is the guru on GTM and GA – worth following if you are a technical person or just love geeking out on the GA and GTM stuff.

Shot 5: HubSpot Sales Feature of the Week

Lead Activity Feed

This is a great way to get a quick overview of what your leads are doing.  Plus when you hover over the record you can call, email, create a task, note, email and log activity.

Activity Feed

Shot 6: Opinion of the Week

https://seths.blog/2018/06/learning-from-the-factory-dealer-divide/

Hire the right people, walk away from those that aren’t on the journey.

Gain enrollment.

Model behaviors.

Celebrate the right contributions.

Develop a culture, a language, a way of being on the path.

Commit to the journey.

People like us do things like this.

Raise the standards, repeat the process.

Shot 7: Podcast of the Week

jim kwik log

http://jimkwik.com/category/podcast-1/

Thank you to Kathryn Khiroya for sharing this with us!

Shot 8: Resource of the Week

Using Google Tag Manager can automate a whole range of tracking requirements on your website > https://www.lovesdata.com/blog/google-analytics-automation#automation-6 by Benjamin Mangold

Shot 9: Quotes of the Week

“The Funnel is dead. Long live the Flywheel” – Dave Shepherd

“On average, 8 out of 10 people will read your headline copy, but only 2 out 10 will read the rest.” – Brian Clark

“Avoiding stupidity is easier than seeking brilliance” – Shane Parish (Farnam Street Blog)

Shot 10: Bonus Links of the Week

https://backlinko.com/seo-techniques

Ahrefs YouTube Channel:

https://www.youtube.com/channel/UCWquNQV8Y0_defMKnGKrFOQ

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

HubShots Episode 126

HubShots Episode 98

Episode 125: Sending SMS from HubSpot, and Back to Basics

Welcome to Episode 125 of HubShots!

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

This episode we look at getting back to basics with personas and targeting, plus some neato HubSpot features such as sending SMS from workflows.

Listen to it here: https://soundcloud.com/hubshots/125-sending-sms-from-hubspot-and-back-to-basics

Or listen on YouTube:

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/hubshots/

Recorded: Wednesday 13 June 2018 | Published: Monday 25 June 2018

Shot 1: Inbound Thought of the Week

Shout out to Schnubbs

#gotheextra

We have about 80 days to #INBOUND18 > http://inboundcountdown.com/

HubSpot’s State of Inbound 2018 report is out:

http://www.stateofinbound.com/

What’s harder to do in sales compared to 2 to 3 years ago – from slide 23 of the State of Inbound report:

soi18 slide 23

Answer: Everything!

Shot 2: HubSpot Marketing Feature of the Week

Publish videos to Twitter and LinkedIn

We can now post videos to both Twitter and LinkedIn, just as you post videos to Facebook, within HubSpot social publishing tool.

This is important because video is king. 90% of consumers say video helps them make buying decisions in 2018.

https://www.hubspot.com/product-updates/now-live-publish-videos-to-twitter-and-linkedin

Shot 3: HubSpot Gotcha of the Week

Internal SMS notifications in workflows

Limited to 1000 in Marketing Pro and Enterprise.

https://knowledge.hubspot.com/articles/kcs_article/workflows/is-there-a-limit-to-the-number-of-sms-messages-i-can-send-through-workflows

Make sure you have your Phone number in your Profile & Preferences

User Preferences HubSpot 1

IMG 0C063F38BA7B 1

See also Samantha Alford’s Inbound SMS product: https://inboundaddons.com/inbound-sms/

Shot 4: Marketing Tip of the Week

Audiences and Targeting

Think about your persona’s and develop them.  Revisit them every quarter.

https://knowledge.hubspot.com/contacts-user-guide-v2/how-to-create-personas

Learn how to identify the people your marketing and sales teams should be focusing on by watching this video as a start >

https://academy.hubspot.com/lessons/using-buyer-personas-in-sales-enablement

Listen also to episode 120 where we discuss Buyer Profiles and Buyer Personas:

https://hubshots.com/episode-120/

Shot 5: HubSpot Sales Feature of the Week

Meetings

Why we want to highlight this is you give people the least resistance option when trying to buy your services.  Ian was able to make a sale as it gave the person he was communicating with options to talk.

Our advice is to start by using the free features!

https://www.hubspot.com/products/sales/schedule-meeting

Shot 6: Opinion of the Week

Religion isn’t the opiate of the masses — AI is

https://thenextweb.com/contributors/2018/06/09/religion-isnt-the-opiate-of-the-masses-ai-is/

In 2007, just 33 percent of leisure time was spent on screens; today, that number has increased to 47 percent — over three and a half hours per day.

Shot 7: Guide of the Week

The Wistia Guide to Video Marketing

https://wistia.com/blog/video-marketing-guide

Also checkout Moby’s presentation on Video marketing fundamentals:
https://www.redpandas.com.au/ep91

Shot 8: Resource of the Week

YouTube Hub

https://backlinko.com/hub/youtube

Brian Dean’s done it again!

Shot 9: Quote of the Week

“If everyone is moving forward together, then success takes care of itself.”

  • Henry Ford

Shot 9a: Bonus Quote of the Week

“Maybe the threat of AI isn’t robot overlords turning the world into the Matrix, but rather a day when AI has us so effectively hooked on screens that overall human happiness declines.”

Sascha Eder (link)

Shot 10: Bonus Links of the Week

https://ahrefs.com/blog/learn-seo/

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

Episode 125 of HubShots

HubShots Episode 107

Episode 124: State of Inbound 2018 is Kinda Hard to Know

Welcome to Episode 124 of HubShots!

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

This episode we look at HubSpot’s State of Inbound report for 2018, plus the importance of ‘Insight’.

Listen to the show here:
https://soundcloud.com/hubshots/124-state-of-inbound-2018-is-kinda-hard-to-know

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/hubshots/

Recorded: Thursday 07 June 2018 | Published: Monday 11 June 2018

Shot 1: Inbound Thought of the Week

Daniel Bertschi at Sydney HUG – presented on Service Hub:
https://sydney.hubspotusergroups.com/blog/video-marketing-fundamentals-hubspot-service-hub

Amazing demo – you can view it here:

Moby goes through his video tips in the latest version of his podcast: https://www.redpandas.com.au/ep91

You can view his presentation here:

btw Why does nobody ever sit in the front row? The HUG was pretty full, all except the front row of seats.

HubSpot’s State of Inbound 2018 report is out:

http://www.stateofinbound.com/

More on that later in the show

Shot 2: HubSpot Marketing Feature of the Week

Set business hours on Chat windows

https://knowledge.hubspot.com/getting-started-with-sales-tools-user-guide/how-to-use-messages#availability

Note: if you have Service Hub you may find it harder to get to the Messages settings:

messages chat

Get to it from Inbox settings

Shot 3: HubSpot Gotcha of the Week

Workflows can’t add tasks into Task Queues

https://community.hubspot.com/t5/HubSpot-Ideas/Workflows-assign-task-to-Task-Queue/idi-p/15426

Hat tip to Steve Hambleton for this one.

Shot 4: Marketing Tip of the Week

The demand for insight:

https://www.davidcbaker.com/why-no-one-wants-to-read-your-newsletters

People who open and read emails do it for insight, not general news or company content.

Are you providing insight? Or just news.

Some newsletters that are interesting to read:

https://www.morningbrew.com/

CBinsights:

https://www.cbinsights.com/

Shot 5: HubSpot Sales Feature of the Week

We now have the ability to restore deleted contacts, companies, and deals from a recycle bin in your HubSpot CRM within 90 days of the original deletion.

https://www.hubspot.com/product-updates/restore-deleted-contacts-companies-and-deals-with-recycle-bin-in-hubspot-crm

Shot 6: Opinion of the Week

State of Inbound report – the value is getting less.

http://www.stateofinbound.com/

Some of the results this year aren’t that helpful…

Consider this:

Slide 51: 64% of respondents had 25 staff or less – on 11% of respondents had 200 staff or more…

Slide 52: Only 14% of respondents had revenues of more than $10M

Thus the results are going to be skewed towards smaller business strategies and tactics.

Which is why results such as slide 19 are pretty useless:

soi 19

Most of the companies have probably never done any offline paid advertising (eg TV, outdoor, etc) so no wonder they think it is overrated.

This is further indicated by the small size of their marketing budgets:

soi 17

Most of the respondents are spending less than half a million on marketing each year. TV isn’t an option for any of these companies.

And in companies with small marketing budgets, the ability to test new things is often severely constrained.

Shot 7: Podcast of the Week

Marketing School – does their take on HubSpot

https://marketingschool.io/the-genius-of-hubspots-marketing-ep-672/

Another good one after talking about the marketing spend you can hear “Where do Neil and Eric Spend Their Marketing Dollars”

Where do Neil and Eric Spend Their Marketing Dollars? | Ep. #668

Shot 8: Resource of the Week

91% of content gets no traffic from Google:

https://ahrefs.com/blog/search-traffic-study/

Due to:

  • Lack of backlinks
  • No specific topic targeting
  • Lack of interest (ie people aren’t searching for the content on those pages)

Action items:

  • Need to conduct proper keyword research
  • Need to get links to your site

Shot 9: Quote of the Week

The best or nothing at all.

  • Gottlieb Daimler

Craig’s comment: Not sure if this was the best quote…

Shot 10: Bonus Links of the Week

https://zyppy.com/seo-success-factors/

https://www.discosloth.com/beginners-guide-to-ppc/

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

HubShots Episode 124

Episode 123: Why User Experience Matters for Marketers

Welcome to Episode 123 of HubShots!

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

This episode we look at HubSpot’s Slack integration, some tips for using Google Search Console, plus the importance of user experience (UX) for… everything! Product usage, Facebook ad relevance, Google rankings.

Listen to the post here:
https://soundcloud.com/hubshots/123-why-user-experience-matters-for-marketers

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

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

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

Recorded: Thursday 24 May 2018 | Published: Monday 28 May 2018

Shot 1: Inbound Thought of the Week

We have around 100 days to #INBOUND18 > http://inboundcountdown.com/

Where are all the speakers?

Have you gone the extra? #gotheextra

One person who has gone the extra…

Shout out to Jason Ong from HubSpot Support. Was in a meeting with a client and they asked about HubSpot Support. Fired up a chat with HubSpot Support to demonstrate how responsive they are. Jason Ong was on the chat in an instant and guided us through. The client was amazed.

Shoutout to Nick Bayliss in the Sydney office. Nick is an all round great guy and one of the Customer Success Managers. https://www.linkedin.com/in/nick-bayliss/

A final shoutout to Adam and Louisa, regular listeners, who are holidaying in Florence at the moment. Lucky duckies!

Shot 2: HubSpot Marketing Feature of the Week

Slack Integration with HubSpot:

https://www.hubspot.com/product-updates/slack-integration

https://knowledge.hubspot.com/articles/kcs_article/integrations/how-do-i-use-the-slack-integration

You can now add a task directly into HubSpot from Slack!

The HubSpot task form appears directly within Slack, which makes it easy to include task details like:

  • due date (we wish this was a date picker)
  • task type
  • Association
  • and more with the original context close at hand.

Any task you create within Slack is automatically synced with your HubSpot CRM — exactly where you want it later without any extra work for you now.

Here is a great video on how to install and use it.

Shot 3: HubSpot Gotcha of the Week

Re-enrollment triggers on workflows

Make sure you have this enabled else they will not get any notifications etc with your workflow.

BC Website Duplex Construction Information HubSpot

Shot 4: Marketing Tip of the Week

Brian Dean delivers the goods on using Google Search Console:

https://backlinko.com/google-search-console

A quick favourite tip – using the Fetch as Google option. It’s a quick way to get a new page indexed, or if you’ve done some updates to a page, a quick way to get them recrawled.

Shot 5: HubSpot Sales Feature of the Week

Creating tasks from Slack in HubSpot.

The Slack integration is so good we had to mention it twice in the show!

Craig still can’t get it to work. [sad face]

Shot 6: Opinion of the Week

User Experience is becoming even more important for advertisers.

Perpetual Traffic episode 149:

https://www.digitalmarketer.com/facebook-ad-updates-may-2018/

Facebook now has manual rating teams who check pages that ads send traffic to, to check the user experience. Poor experiences result in high ad prices.

Ralph mentioned that FB has confirmed that an outside agency checks ads to rate the user experience.

See also:

https://newsroom.fb.com/news/2017/05/reducing-links-to-low-quality-web-page-experiences/

Btw I find it annoying that the podcast has a special offer for people who text a message to a US number. Why do podcasts only cater to US audiences? Not a very good user experience…

Btw more on User Experience in Shot 8, when it comes to SEO ranking factors.

Shot 7: Checklist item of the Week

Chrome is removing the Secure message in September and instead highlighting Not secure:

https://venturebeat.com/2018/05/17/chrome-will-remove-secure-label-on-https-sites-in-september/

chrome not secure

Shot 8: Resource of the Week

https://www.kevin-indig.com/the-10-seo-ranking-factors-we-know-to-be-true/

  1. Content
  2. External and internal links
  3. User Intent
  4. CTR
  5. User Experience
  6. Title tag
  7. Page speed
  8. Freshness
  9. E-A-T
  10. SSL encryption

The 10 SEO ranking factors we know to be true

Good example of getting more than one link – I simply copied the table of contents from the post, straight into our show notes. Helpful for you, lots of links for the site.

Shot 9: Podcast of the Week

Akimbo: Networks, Lock In and Pathways

This is a must listen.

https://www.akimbo.me/blog/episode-13-networks-lock-in-and-pathways

http://hear.sethpodcast.com/?_branch_match_id=528088354257225038

Shot 10: Quote of the Week

Life itself is a race, marked by a start, and a finish. It is what we learn during the race, and how we apply it, that determines whether our participation has had particular value. If we learn from each success, and each failure, and improve ourselves through this process, then at the end, we have fulfilled our potential and performed well.”

~ Ferdinand Porsche

Shot 11: Bonus Links of the Week

https://alistapart.com/article/content-modelling-a-master-skill

https://www.siegemedia.com/marketing/advanced-prospecting-techniques

https://moz.com/blog/how-to-optimize-your-google-my-business-listing

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

HubShots Ep 123

1 2 3 14