Episode 59: #Inbound16 Recap, The Greatest Opportunity Ever by Gary Vaynerchuk, HubSpot Visual Workflows

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Welcome to Episode 59 of HubShots!

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

Join us in the Facebook group:

https://www.facebook.com/groups/1608138752821574/

Recorded: Thursday 17 November 2016 | Published: Friday 18 November 2016

Shot 1: Inbound Thought of the Week

Inbound quick takeaways.

3 things that struck you.

Craig’s 3:

The SEO opportunity
The Facebook opportunity
The focus on tightly integrating sales and marketing

Ian’s 3:

Video
Facebook
Diversity of content – the right content type for the right audience in the right place

Discuss key value points from Gary Vaynerchuk’s keynote

http://content.inbound.com/content/gary-vaynerchuk-keynote

The Facebook opportunity: B2B has a massive opportunity
Targeting meets design
How you make your money, not how much money you make
Your phone is your TV
Practical risk: we are not willing to give up ‘stuff’ to go forward
Self awareness – know who you are
Use content on all the major platforms – the vulnerability of not creating content on all the major platforms
Be a practitioner
Creative is the variable of success
TV budget is shifting into Digital budget
Influencer marketing -> target people who have more than 400 followers
Twitter and banner advertising is overpriced
We need to have more risk tolerance
It is an equal playing field if you are willing to be a practitioner
Put yourself out of business – before someone else does
Make long term plans
Go to a retirement village for 2 days: the only thing you’ll regret is the things you didn’t do

[youtube https://www.youtube.com/watch?v=DPbOjZsC_hc?rel=0&w=640&h=360]

Shot 2: HubSpot Feature/Tip of the Week

Lots of new stuff announced:

http://hubspot.com/new

New visual workflows

http://www.hubspot.com/products/workflows-beta-inbound-2016

Top 3 benefits:

If you use branching, this is fantastic
If you’re new to Workflows this will make learning them a lot easier
Fits the overall tweaked user experience throughout the product

Shot 3: Challenge of the Week

There are so many ideas, strategies and tactics that we can choose from to learn and implement.

It is easy to get overwhelmed.

We need to cultivate a Deep Work mindset here – select 3 key opportunities and work on them with focus and determination. This is a time to work really hard.

In order to choose the 3, spend 2 hours going back through everything that ‘touched’ you from the conference, list them all out, and then set priorities.

Agree on the top 3, learn deeply, and delegate everything else to later, or another team member.

Ensure you extract maximum value from the 3 items, rather than minimal value from a massive smorgasbord of items.

Align your priorities with where you plan to be in two – three years

Shot 4: Stat of the Week

Gary’s keynote had XX expletives 🙂

Shot 5: Opinion(s) of the Week

LinkedIn for B2B is a person to person strategy

LinkedIn advertising is not effective

Ian’s example of mailing a printed version of an ebook to a qualified lead

Marcus Sheridan’s views of Inbound:

https://www.thesaleslion.com/review-inbound-conference-2016/

“It is my personal hope that the day will come when HubSpot will realize that focusing on business, sales and marketing (getting back to their roots)—rather than diluting those waters to appeal to the masses—will actually make them more, not less, attractive to potential attendees around the globe.”

Craig’s view: Inbound is on the path to being a SXSW ‘festival’ for sales, marketing and life productivity.

HubSpot aren’t good at explaining change – eg they try to wrap things in an ‘inbound’ context

Eg we need to do advertising, but in an Inboundy way… we need to make calls, but in an Inboundy way…

Shot 6: Pro Tip of the Week

http://blog.hubspot.com/customers/how-to-use-your-hubspot-marketing-tools-for-sales-marketing-alignment

Define your company’s ideal buyer profile.
Identify your ideal qualified Leads in HubSpot.
Set up your lifecycle stages.
Define Service Level Agreements.

Highlighted tip: Use a ‘Number of employees’ field in forms

Notice that SLAs are appearing as a standard in a lot of blog posts and guides from HubSpot now.

Shot 7: Resource of the Week

Nice infographic from Larry Kim and Brian Dean about optimising your organic click through rates:

http://imgur.com/wWwh5GD?r

Bonus resource: A page you can check HubSpot’s real-time information on system status and security: https://status.hubspot.com/

Shot 8: Updated Mobile App of the Week

Instagram – Added tagging in the Moments stream

https://www.instagram.com/?hl=en

You should be on Instagram if for no other reason than to see how businesses are experimenting with advertising there – I’m seeing a lot of B2B ads on Instagram lately eg: