Episode 54: Thought Leaders vs Thought Spewers, HubSpot Email Smart Subject Lines, Effective vs Efficient, % Revenue on Marketing

Welcome to Episode 54 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot.

Recorded: Monday 10 October 2016 | Published: Thursday 13 October 2016

Welcome

Shot 1: Inbound Thought of the Week

http://inboundcountdown.com - 29 days left!  

A scorcher in Sydney!

What speakers read:

http://www.inbound.com/blog/what-i-read-and-how-i-read-it-kim-scott 

“The craft of editing is not sufficiently rewarded online. In fact, since editing is slow, it’s punished. As a result, we all spend too much time reading rough drafts rather than deeply considered writing. People don't take time to THINK about or DEBATE ideas before they publish them. They don't challenge their own thinking, or ask others to do so. We're all encouraged to spout off and ship it. There is so much pressure on the velocity and quantity of content creation online; it would be better if more of us could slow down and think deeply about the valuable ideas we want to share. “

Reasons to attend Inbound:

Inbound tips:

• Get there early for the opening night keynote, seats go fast
• Go to the food court for meals, avoid the food trucks
• Aim for centre aisle seats
• Join the HubShots WhatsApp group for details on where to meet with others

Shot 2: HubSpot Feature/Tip of the Week

New dashboard being forced on everyone this week - I’ll miss the old dashboard.

Target Your Subject Lines for Different Audiences

Your subject line is arguably the most critical part of your email marketing strategy... if it doesn't pique your audience's interest, a carefully crafted email loses all impact. That's why we're happy to introduce Smart Subject Lines for Professional and Enterprise customers, the latest addition to the smart content experience which allows you to target your subject lines to contacts by different lists or lifecycle stages.

How does it work?

1. In the email editor you'll see a Smart Content icon next to the Subject Line. Next, choose whether to segment by list membership or lifecycle stage.

2. Edit Smart Rules based on the criteria you select, and add any personalization tokens.

Making your subject lines smart will help to boost open rates and bring you even closer to creating content that's relevant for the audiences you're trying to reach.

Here’s the original Ideas item from 2013:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/4892661-create-smart-subject-lines

Feature request: be able to report on the results per subject line

I’ve added it as a request:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/16583179-show-stats-for-email-subject-line-smart-content-pe 

Please vote it up!

Shot 3: Challenge of the Week

Networking events versus preparing meaningful, targeted content.

Attending an event can easily chew up 3-4 hours or time. Could this time be used more effectively preparing content?

Effective = doing the right thing

Efficient = doing it the right way

Shot 4: Stat of the Week

27% of Australians prefer to buy their Christmas presents online, rather than in store.

84% start online1

1 McCrindle Research 2015; GCS 2014).

Takeaway: is your business there when people are looking online?

Shot 5: Opinion of the Week

What percentage of revenue do companies spend on sales and marketing:

https://vtldesign.com/inbound-marketing/content-marketing-strategy/percent-of-revenue-spent-on-marketing-sales/

https://inbound.org/discuss/what-percent-of-revenue-do-companies-spend-on-marketing

10% seems to be the magic number for sales and marketing (note: this doesn’t include headcount costs).

Shot 6: Pro Tip of the Week

From Gary Vaynerchuk’s #AskGaryVee book: Digital should be seen as a gateway to human interaction, but not as a replacement for it.

His view is that many people use digital to avoid human interaction, eg avoiding meetings and in-person catchups. Video conferencing can be useful, but don’t underestimate the value of meeting in person.

Shot 7: State of Inbound Item of the Week

http://www.stateofinbound.com/ 

Content distribution channels businesses plan to add to their marketing efforts in the next 12 months

In ANZ plans are to leverage YouTube and Facebook video in the future.

What was not surprising is that messaging apps stood out on the planned use on South East Asia & Latin American regions.

Shot 8: Resource of the Week

http://blog.hubspot.com/marketing/types-of-people-at-conferences 

Craig is #2 - The Sponge

Ian is more #2 and wants to work to #1 - Sponge to networker!

Shot 9: App of the Week

Google Maps - https://itunes.apple.com/au/app/google-maps-navigation-transport/id585027354

Tip: Save maps offline when travelling so you don’t get stuck when you don’t have data > https://support.google.com/maps/answer/6291838?co=GENIE.Platform%3DiOS&hl=en

Shot 10: Thought of the Week

Visualize the leaks

It's almost impossible to walk past a spewing faucet without stopping and trying to turn it off. We can't bear to see the waste.

But our organizations leak all the time. The talented people who don't stick with the job because they're not respected, the potential customers who bounce from a clumsy website or the assets that go unused and unnoticed as they waste away.

The first step is seeing it.

And then refusing to go back to not seeing it.

From Seth Godin

http://sethgodin.typepad.com/seths_blog/2016/10/visualize-the-leaks.html

Shot 11: Quote of the Week

‘Many would argue that by trying to be good at many things, you’ll never master anything’. Gary disagrees and says ‘If you work hard at trying to be good at many things, you’ll get good at many things’.

From: #AskGaryVee