Welcome to Episode 47 of HubShots!

Recorded: Tuesday 16 August 2016 | Published: Friday 26 August 2016

Full shownotes available here:

http://hubshots.com/episode-47/

Welcome

Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 84 days left

New Spotlight Speaker – Serena Williams – http://www.inbound.com/speakers/serena-williams

Shot 2: HubSpot Feature/Tip of the Week

Point out the product updates page > http://www.hubspot.com/product-updates

May 17:

http://www.hubspot.com/product-updates/a-simple-focused-writing-experience-in-hubspot

In BETA – New Composer in Blog

Composer HubSpotLooks like you can manage the editorial process all within HubSpot!

Craig’s comment: seems a bit underwhelming at this early stage, will be interesting to see how it develops from here. Like how it will paste from Google Docs and clean up the formatting.

Shot 3: Challenge of the Week

Prepare more PowerPoint presentations

PowerPoint all the things!

Shot 4: Opinion of the Week

Big agency work is going to be under fire from smaller agencies.

For all of their ‘research’ they often miss big players in the market if they don’t understand the industry well.

Understanding your customer’s industries is vital and can’t be substituted with general research.

If you have an intimate knowledge of your business and industry this gives you a distinct advantage over other companies that enter the market and rely on outside research.

Shot 5: Pro Tip of the Week

Larry Kim had an awesome Facebook Likes post a few weeks back:

https://medium.com/marketing-and-entrepreneurship/one-weird-trick-to-get-more-facebook-likes-for-free-68ae523542fd

Shot 6: State of Inbound Item of the Week

Setting up your first Inbound campaign in HubSpot – Part 2

Last week we mentioned the Projects available in the Productivity menu

Over the next few weeks we’re going to discuss the Content Offer Campaign:

pasted image 0

Last week: Content creation => content offer => persona => buyer’s journey stage

This week:

Content campaign

Next week:

Content promotion

hubshots content offer project

Very important:

Define campaign details:

Set attainable visit, lead, and customer goals.

Determine a timeline (if applicable).

Associate the buyer persona(s).

2 tools we use:

For creating Content Downloads quickly use > Beacon – http://beacon.by/

To create Call to Actions and blog and social images use > Canva – https://www.canva.com/

Shot 7: Motivation of the Week

Focussing on the positives – email stats

hubshots hubspot email stats

Shot 8: Resource of the Week

3 Unusual Hacks to Dramatically Up Your LinkedIn Game

Shot 9: Community Item of the Week

The results from using SlideShare with CTAs

https://inbound.org/blog/important-lessons-learned-from-over-14-million-slideshare-views

Key point: if you write content for other sites, often they won’t let you include a CTA in the content, but they have no problem if you have a SlideShare deck embedded – which itself has a CTA.

Shot 10: Listener Tip of the Week

Justin Theng: Sometimes when you’re testing your smart fields and progressive forms, in order for it to work you have to put your browser in incognito mode ?

Justin mentioned that in our HubShots WhatsApp group – you should join us: http://hubshots.com/whatsapp/

Shot 11: Podcast of the Week

Marketing School – I’m a fan now too:

https://itunes.apple.com/au/podcast/marketing-school-digital-marketing/id1138869817?mt=2

Shot 12: Thought of the Week

Do we allocate time to think & plan?

Shot 13: Quote of the Week

I attract a crowd, not because I’m an extrovert or I’m over the top or I’m oozing with charisma. It’s because I care. – Gary Vee

Welcome to Episode 46 of HubShots!

Recorded: 08 August 2016 – Published: 18 August 2016

Full show notes available here:

http://hubshots.com/episode-46/

Welcome to the Olympic edition

Shot 1: Inbound Thought of the Week

Ali Wong is the comedian (last year it was Amy Schumer)

http://www.inbound.com/

91 days and counting to INBOUND! http://inboundcountdown.com

Chris Brogan’s post on how to survive as an introvert at a big event:

https://www.inbound.com/blog/networking-for-introverts-and-others

See also Craig’s wife’s tip:

http://louderminds.com/introverts-guide-networking-events/

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Shot 2: HubSpot Feature/Tip of the Week

Email Smart Send

http://blog.hubspot.com/customers/email-engagement

Schedule your email to adjust to each recipient’s local time zone.

Shout out to Chris Mottram who produces our podcast: http://www.mottrammediagroup.com/

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Craig’s request: make it available for RSS-to-Email sends as well…

Shot 3: Challenge of the Week

Customers wanting to put sales content in the awareness stage.

We’re working on an ebook campaign with a major brand – the ebook provides high value content for people starting their journey. There’s a second ebook and full email nurture campaign designed that will guide contacts along their journey. Everything was signed off, but at the last minute the GM has questioned the ebook and asked for a 4 page sales promotion to be added to the first ebook…

The Buyer’s Journey:

http://blog.hubspot.com/sales/what-is-the-buyers-journey

https://cdn2.hubspot.net/hub/137828/file-347140697-pdf/docs/the-buyers-journey/hubspot_buyers_journey.pdf

Shot 4: Opinion of the Week

I like Instagram Stories

Haven’t found anyone who doesn’t… really liked how Kevin Systrom gave snapchat all the credit for the stories format and then spoke about the value of formats:

https://techcrunch.com/2016/08/02/silicon-copy/

Eg News feed, hashtags, @usernames, filters are examples of formats

Innovation can include taking an existing format and applying to a new platform/audience

Shot 5: General Tip of the Week

Instagram Stories > Swiping left to access publishing immediately!

Shot 6: State of Inbound Item of the Week

Setting up your first Inbound campaign in HubSpot

Check out the Projects available in the Productivity menu

Over the next few weeks we’re going to discuss the Content Offer Campaign:

pasted image 0 3

View the template and Add to your projects.

Click on each item to see instructions for each step

Content creation => content offer => persona => buyer’s journey stage

Content campaign

Content promotion

http://makemypersona.com/

PRO TIP

Always map your content offer to your buyer personas and a buyer’s journey stage.

Buyers Journey and Content

Shot 7: Motivation of the Week

Unsubscribe from all your noisy newsletters!

Also try Unroll.me (thanks Chris)

Shot 8: Resource of the Week

Redirects will potentially give full value – Google will work it out:

https://moz.com/blog/301-redirection-rules-for-seo

Shot 9: Community Item of the Week

AdWords expanded text ads:

https://support.google.com/adwords/answer/7048854

Shot 10: Podcast of the Week

Content Sells episode 34: Content Plan – The Can’t-Get-It-Wrong Content Marketing Strategy

https://overcast.fm/+FOzgw4qyA

https://herbusiness.com/podcast/34-content-plan-the-cant-get-it-wrong-content-marketing-strategy/

Excellent reminder of planning out content

Shot 11: App of the Week

Instagram – play with Instagram stories

Welcome to Episode 45 of HubShots

Full show notes available here:

http://hubshots.com/episode-45/

Recorded: Monday 01 August 2016 – Published: Thursday 11 August 2016

Welcome

Join our HubShots WhatsApp Group: http://hubshots.com/whatsapp/

Shot 1: Inbound Thought of the Week

98 days until Inbound – http://inboundcountdown.com

New Keynote Speaker announced:

http://www.inbound.com/speakers/reshma-saujani

Reshma Saujani – http://reshmasaujani.com/

Author, Founder & CEO of Girls Who Code – https://girlswhocode.com/

https://girlswhocode.com/summer-immersion-programs/

https://www.facebook.com/GirlsWhoCode

Girls Who Code

Brian and Dharmesh got bumped from the speaker page ?

http://www.inbound.com/inbound16/speakers

Shot 2: HubSpot Feature/Tip of the Week

Endeavouring…

What is coming:

Merge Companies like you do with contacts – In development http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/6940198-merge-companies-like-you-do-with-contacts

Create ability to have parent accounts, and sub accounts – In design http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/6675612-create-ability-to-have-parent-accounts-and-subacc

“Pin” a note to the top of a contact or company timeline – In design http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/9936039–pin-a-note-to-the-top-of-a-contact-or-company-ti

Shot 3: Challenge of the Week

Customers complaining about the cost of keeping contacts in their database…

Shot 4: Opinion of the Week

Cost of Acquisition versus Cost of Nurture (Cost of Retention)

http://www.craigbailey.net/cost-acquisition-versus-cost-nurture/

Interesting to consider when people complain that it costs too much to keep people in the database.

Cost of Nurture

Consider 10K contacts:

MailChimp: $75 = 0.75c per contact per month or 9c per year – http://mailchimp.com/pricing/growing-business/

Active Campaign: $350 = 3.5c per contact per month or 42c per year – http://www.activecampaign.com/pricing/

HubSpot: $1050 + $68 x 9 = $1662 = 16.6c per contact per month or $2 per year – http://www.hubspot.com/pricing/marketing#?currency=AUD (should actually use USD pricing as this would be comparable with the other two examples)

Compare this with the cost of acquisition

Often B2B companies are happy if they can get a lead for less than $100 per lead

On Facebook we’ll often get leads for less $20, and this is considered an excellent result.

So: B2B businesses are usually happy to pay $20+ per lead, but will baulk at paying $2 per lead to nurture them for a year…

Solve for the problem: Cost of retention is NOT the problem!

Instead: Focus on reducing cost of acquisition OR improving conversion rate OR increasing lead quality OR…

Shot 5: General Tip of the Week

Facebook Time on site Custom Web Audiences:

http://www.jonloomer.com/2016/07/28/time-on-website-custom-audience-facebook/

I don’t have it yet ?

Shot 6: State of Inbound Item of the Week

George B Thomas is back with us!

A disturbance in the inbound force…

Shot 7: Motivation of the Week

George B Thomas lessons on Facebook live chat:

https://www.facebook.com/Mr.GeorgeBThomas/videos/881325441972715/

A good reminder of the real priorities in life!

Shot 8: Resource of the Week

https://medium.com/@jeffbullas/15-content-marketing-trends-that-need-your-close-attention-1b16ec118ce7#.co1x07avs

Shot 9: Community Item of the Week

Using Slack to DM yourself notes (e.g. copy URLs from phone to desktop)

Shot 10: Podcast of the Week

Marketing School by Neil Patel & Eric Siu.

https://itunes.apple.com/us/podcast/marketing-school-digital-marketing/id1138869817?mt=2

Shot 11: App of the Week

Skitch

Get your point across with fewer words using annotation, shapes and sketches, so that your ideas become reality faster.

https://evernote.com/skitch/

Wins the award for least informative product page in the history of the internet!

Welcome to Episode 44 of HubShots!

Recorded: Monday 25 July 2016

Full show notes available at:

http://hubshots.com/episode-44/

Welcome

Shot 1: Inbound Thought of the Week

Within 100 days of INBOUND16! http://inboundcountdown.com

Inbound agendas are up

http://www.inbound.com/inbound16/speakers

Love the diversity – at least 64 women speakers (out of 141)

#Inbound16 meetup is a go! George B Thomas tweeted

https://twitter.com/craigbailey/status/757454391297257472

Join our HubShots WhatsApp Group

http://hubshots.com/whatsapp/

Shot 2: HubSpot Feature/Tip of the Week

Building a Cold Contact list – here’s a very simple way you can build a cold contact smart list:

Shot 3: Opinion of the Week

The “morality” of popups

Finding the balance between generating leads and giving the user a great experience.

Consider less intrusive options:

Exit intent

Side reveal – less intrusive

Solve for the problem.

Is lead gen growth really your problem? e.g. is an engaged audience more valuable to you.

Love how Marco Arment approaches everything to do with app design and usability

e.g. it never pops up with annoying requests to ask you to rate the app (see the Feedback section below):

Shot 4: General Tip of the Week

HubSpot – Drift – Slack integration

http://www.hubspot.com/integrations/drift

btw love the menu on the Drift site that changes as you scroll down the page – since it signals your intent

https://www.drift.com/

Shot 5: State of Inbound Item of the Week

The Effectiveness of Advertising in Asia Pacific: https://research.hubspot.com/reports/effectiveness-of-advertising-in-asia-pacific

Popup and telemarketing has an extremely negative experience on people!

Shot 6: HubSpot Resource of the Week

Easily Add an Image Gallery to Your Landing Pages or Website

When you’re working on creating content, figuring out how to insert a gallery of images should not be the most time-consuming part of your day. Today we’re happy to introduce a brand-new module available in all HubSpot accounts, the Image Gallery.

The new image gallery has a number of enhancements, but one of the most notable is that it features progressive loading. When adding multiple images to your gallery, don’t want them to load all at once for visitors. It’s bad for their load times, and does not provide a great experience unless they are on a really fast internet connection. The new module will load the first image and progressively load other images based on the visitor clicking through each.

Shot 7: Listener Tip of the Week

How to use login pages to communicate to customers

Shot 8: Podcast of the Week

George B Thomas followed us! https://twitter.com/HubShots/status/757451896365854720

HubCast podcast: https://www.thesaleslion.com/hubcast-podcast/

Shot 9: Quote of the Week

“Vision without Action is Hallucination” – Thomas Edison

Shot 10: App of the Week

Overcast podcast app for iOS: https://itunes.apple.com/au/app/overcast-podcast-player/id888422857?mt=8

Check out the skeptics FAQ!

Adjust podcast playing speed – the most efficient, and lossless player I’ve used.

Welcome to Episode 43 of HubShots!

Recorded: Wednesday 20 July 2016

Full show notes available here:

http://hubshots.com/episode-43/

Welcome to Episode 43 of HubShots!

Recorded: Wednesday 20 July 2016

Click here to join the HubShots WhatsApp group:

http://hubshots.com/whatsapp/

Shot 1: Inbound Thought of the Week

Only 111 days until Inbound 2016: http://inboundcountdown.com

Inbound Training > http://www.inbound.com/inbound16/trainings

Agendas: https://www.inbound.com/inbound16/agendas

Executive Leadership agenda has an image of Daenerys Targaryen – lol

Some good tips starting to appear in this Inbound.org thread: https://inbound.org/discuss/what-should-be-a-must-do-when-attending-inbound-2016

Prediction:

Shot 2: HubSpot Feature/Tip of the Week

Using the Keyword Tool: https://app.hubspot.com/keywords/

A quick tip for people who may have forgotten about it

The XEN agency site ranks #27 for the term ‘ryan bonicci’

Searching for Ryan Bonicci

Check the difficulty score for Ryan – 97!

Shot 3: Challenge of the Week

Too many HubSpot updates to choose from ?

Page Performance updated – now labels External versus COS pages clearly

Contacts (and Companies and Deals)

Property history – now clearly see all a full log of property changes eg: https://app.hubspot.com/contacts/306227/contact-beta/10723127/history

Inline editing of notes in the timeline

Review email interactions in the timeline, including sent, delivered, opened, clicked, but doesn’t show what they clicked – but the next items in the timeline will show if they are on the site (but external links you won’t see)

Shot 4: General Tip of the Week

Dealing with HubSpot bounced email contacts

Fix the email, and then contact HubSpot support

Create a new contact and merge the bounced one’s timeline history the new contact

Shot 5: Opinion of the Week

Is content as a strategy ultimately doomed?

https://inbound.org/discuss/is-content-sharing-the-same-fate-as-links

Take away: need to have content strategy in place, depends on the industry you are in.

Shot 6: State of Inbound Item of the Week

https://research.hubspot.com/reports/the-future-of-content-marketing

Based on a survey of 1091 global internet users.

Consumer interests

Latin America likes Interactive Articles or Tools, but it’s not in the top 5 for any other region.

Take away: Focus on news articles, social, video and research content. Research content can often get synthesised and then presented to ultimate end users.

Shot 7: What’s Coming in HubSpot Item of the Week

In BETA currently:

Is it really updated??

Shot 8: Listener Tip of the Week

Social media tools – what other options are there

Shot 9: Podcast of the Week

The Andrew Hansen Show: https://itunes.apple.com/au/podcast/the-andrew-hansen-show/id1120687982?mt=2

Shot 10: Lol of the Week

Behold the rise of Marketing with Pokemon related blog posts…

Shot 11: App of the Week

Canva for iPhone: https://about.canva.com/iphone/

https://www.instagram.com/p/BIEqcITgCN_/

Welcome to Episode 42 of HubShots!

Recorded: Thursday 14 July 2016

Full show notes available here:

http://hubshots.com/episode-42/

Shot 1: Inbound Thought of the Week

Only 117 days until Inbound 2016: http://inboundcountdown.com

Inbound Training > http://www.inbound.com/inbound16/trainings

Prediction: Ellie Goulding for the main entertainment event: https://en.wikipedia.org/wiki/Ellie_Goulding

Shot 2: HubSpot Feature/Tip of the Week

Using the Competitor Manager: https://app.hubspot.com/competitors/

A quick tip for people who may have forgotten about it

HubSpot has a ton of tools that are easy to forget about. We might look at the Keyword tool in a future episode

Shot 3: Challenge of the Week

HubSpot COS scenario – wanting to have 2 web sites using the Website Add-on

HubSpot COS = HubSpot Website Platform

On average, customers who use the HubSpot Website Platform to power their inbound marketing generate 10-20% more traffic than marketers using another CMS. Find out how.

Shot 4: Opinion of the Week

Brilliant example of creating buzz – this is an example of using content to drive reaction, and then push to an upsell to his mini-MBA offering

Shot 5: General Tip of the Week

Example of a HubShots promotion where we spent $100. It got 169 post likes – yay, but only 4 link clicks! Goes to show the trap of vanity metrics:

Facebook Marketing Fail!

Shot 6: State of Inbound Item of the Week

https://research.hubspot.com/reports/the-future-of-content-marketing

Notice the increase in use of Facebook as a news source:

Consumer behaviour

Notice that people consume video thoroughly, but not podcasts:

Consumer behaviour

One interesting benefit of podcasts – it’s one of the few content sources you can skim and do other things (eg drive, work out, commute in general, walk, have on in the background)

Shot 7: What’s Coming in HubSpot Item of the Week

In BETA currently:

One-click to add received email to CRM > Currently you can forward emails from any mail client into the CRM using the address @forward.hubspot.com.

Ability to add Blog Author Bio module we can add to the blog page

Add the ability to have captions on photos in blog

Shot 8: Podcast of the Week

Congrats to the HubCast on their 100th episode! https://www.thesaleslion.com/hubcast-podcast/

Shot 9: App of the Week

Facebook Pages App: https://www.facebook.com/help/463079013702512/

Click here to join the HubShots WhatsApp group:

http://hubshots.com/whatsapp/

Welcome to Episode 41 of HubShots!

Recorded: Friday 24 June 2016 and Tuesday 05 July 2016

In this episode we interview Niti Shah from HubSpot about her experiences, learnings and advice from being part of a larger marketing team through to setting up HubSpot's Singapore office.

Tons of useful takeaways on all stages of the funnel (top, middle and bottom) as well as advice for understanding cultural differences, and her insights on running HubSpot's Product Hunt campaign - one of the most successful lead generation campaigns ever.

Full show notes available here shortly:

http://hubshots.com/episode-41/

Welcome to Episode 40 of HubShots!

Recorded: Friday 24 June 2016

In this episode we interview Kipp Bodnar, CMO of HubSpot.

In the interview we ask him about how he manages his work/life balance, how he thinks strategically about marketing, what tactical involvement he has in HubSpot's day to day marketing, and his thoughts on future technology opportunities.

Show notes and full transcript available at:

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

Welcome to Episode 39 of HubShots!

Recorded: Tuesday 21 June 2016

Show notes are available here:

http://hubshots.com/episode-39/

Welcome to Episode 38 of HubShots!

Recorded: Wednesday 15 June 2016

Show notes will be available here:

http://hubshots.com/episode-38/