Welcome to Episode 64 of HubShots!

Full show notes are available here:

http://hubshots.com/episode-64/

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.

Recorded: Monday 19 December 2016 | Published: Friday 23 December 2016

Shot 1: Inbound Thought of the Year

Thinking back on 2016 and some of the key inbound learnings:

Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem”

http://hubshots.com/episode-40/

It has fundamentally changed our approach to everything – in business and in personal activities as well

Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it. But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner.

Shot 2: HubSpot Feature/Tip of the Year

Craig’s favourite new items in 2016:

Lead Flows – quickest wins we’ve had lately

Ian’s favourite new feature in 2016:

HubSpot Projects

Shot 3: Pro Tip (Reminder) of the Week

Analysing content in HubSpot:

- Check your Page Performance report (Under Reports menu)

- Check the SEO optimisation of each page (start with your top 10 most popular pages)

- Update the content for latest findings and accuracy

- Update internal links to increase relevance and freshness

- Update ‘Last Updated’ date

- Add a tailored Lead Flow slide-in onto the page

- Check the CTA results for the page and if needed create a variation to test the - - CTA against to increase click through and conversion

Shot 4: Opinion(s) of the Week

A look at:

What has changed in 2016

What won’t change in 2017

How to combine the two – with examples

Thinking about Artificial Intelligence

Planning for the new year should include some analysis of what is new, but also what isn’t changing.

What has changed in 2016

First, a look at 2016 in terms of marketing and what is changing:

https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/

- Digital advertising overtook TV advertising for the first time.

- Facebook dominates attention and marketing dollars

- VR and AR take off (eg Pokemon Go)

- AI starts changing from science fiction to reality

- Enterprises are all changing to be media companies as part of the offering

- Martech gets huge – Microsoft purchased LinkedIn

- Privacy, fake news, data collection, Native advertising guidelines

What ISN’T going to change in 2017

Thinking about what ISN’T going to change in the next few years.

Recall Jeff Bezos’ advice:

https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change

What things will remain constant for your customers?:

Prospects and customers want help and value and answers and solutions

- They want quick response (consider whether you should invest in chat tools and the costs of having them managed)

- They want trusted advisors, they want to feel safe

- They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special

- They want a good user experience

Artificial Intelligence

Paul Roetzer discusses AI in marketing:

http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine

https://www.narrativescience.com/quill-engage

https://www.quillengage.com/

IBM Watson is driving AI based products:

https://www.ibm.com/watson/

Eg their Customer Support tool is an example of where the industry is heading:

https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top

Shot 5: HubShots Resource of the Year

Interviews with 7 Marketing Experts from HubSpot Sydney

http://hubshots.com/the-hubspot-interviews

We will be updating this in 2017 with more information!

Shot 6: Quote of the Week

“Christmas is doing a little something extra for someone.”

~ Charles M. Schulz