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.

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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:
https://youtu.be/6EVwCR-MtTs

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:
https://youtu.be/cyD4tcW9tJw

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:

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:

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:

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”

https://marketingschool.io/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/

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