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Episode 14: Focus

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Welcome to Episode 14 of HubShots!

Recorded: Monday 04 January 2016


Happy New Year

Shot 1: Inbound Thought of the Week

44 weeks to go until Inbound 2016 🙂
8-11 November 2016: http://www.inbound.com/

Facebook Marketing with Mari Smith ( @marismith ): http://www.inbound.com/blog/mari-smith-ideas-and-experiences

3 critical trends:
1. Disrupting TV and video. Native video has the best reach.
2. Huge emphasis on messenger for business.
3. Brand story telling. People centric.

Action item: use FB for your business if the people you sell and do business with are on that channel

Shot 1a: Self-promotion Item of the Week ?

Our event for Marketing Managers is coming soon (TBC: 23 Feb 2016)

Shot 2: HubSpot Tip of the Week

Personalising the email send name and email address in HubSpot

Note: the HubSpot KB is incomplete: http://knowledge.hubspot.com/articles/kcs_article/email/how-do-i-personalize-the-from-name-and-address-in-an-email
You don’t really need to add the extra fields if you have the Hubspot Owner set up properly.

Instead: set the From name and Email address to be: {{contact.hubspot_owner_id}}

HubSpot email personalisation

It will automatically insert the name or email address depending on what field it is placed in. In the subject line it uses the name

You may need to add it as an option using the Add/Manager first – and you can set a fallback there as well

Action item: Make it personal and make sure you have the Hubspot Owner set

Shot 3: Challenge of the Week

Can’t measure form submits by device type
Not even in the Reporting Add-on

Only workaround is to use smart content to display a different form based on device type.
But this won’t work if you are already using smart content to display a different form (e.g. customers seeing a different form than new leads).

Action item: Need to use Google Analytics to dig into those stats.

Shot 4: Opinion of the Week


Action item: We need to Focus and not check email & FB before doing the critical things

Shot 5: General Tip of the Week

Future Watch: Expert Talks Social Media Ideas for 2016: http://contentmarketinginstitute.com/2015/12/social-media-ideas-2016/

CCO: How can marketers better connect social to sale?

Ian Cleary: Marketers need to become one with the social sales funnel. (Is it possible we’re still talking about funnels?) It seems a basic piece of advice, but too few social media marketers have mastered it.

Map the funnel

“You’re building an audience on social media and trying to improve engagement. But beyond that, how will you drive people to your website? How will you drive the next action (e.g., become an email subscriber)? How will you lead each person through a series of interactions that signals a maturing relationship, ending with a sale? You should have a plan for starting with a tweet and ending with a sale.”

Shot 6: State of Inbound Item of the Week

Nothing specific to mention this week…have a look at something that you would not usually look at for next episode.

Pick a topic from: http://www.inbound.com/inbound15/speakercontent or http://www.inbound.com/blog/topic/speaker-videos

Shot 7: Motivation of the Week

New Year…we have changed what we do at the start of every day.

The Passion Planner: http://www.passionplanner.com/

Action item: Focus on what you do….

Shot 8: Resource of the Week

Blinkest: https://www.blinkist.com/en/

Shot 9: Listener Tip of the Week

Standing Desk: http://au.varidesk.com/ – Varidesk

Shot 10: Podcast of the Week

Hubspot Academy BROADCAST – Inbound Learning Broadcast – Videos: https://academy.hubspot.com/broadcasts

Shot 11: Example of the Week

The Most Liveable Cities in the World: http://www.economist.com/blogs/graphicdetail/2015/08/daily-chart-5

Good example of a blog post providing value, but also leading a visitor to a landing page and form for entering details: http://www.eiu.com/public/topical_report.aspx?campaignid=Liveability2015

The content of the blog post itself is interesting and shareable (e.g. Australia has 4 of the top 10 most liveable cities) and then encouraging an interested person to further move down the buyer’s journey.

HubShots Episode 14 - the Power of Focus

This episode of HubShots brought to you by our HubSpot HealthCheck service:

About the Author

HubShots: A weekly podcast for Marketing Managers discussing HubSpot and Inbound Marketing. Hosted by Ian Jacob and Craig Bailey.

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