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HubSpot Ads Management & Retargeting: A Briefing

This document summarizes key information from various sources on managing ads and retargeting within HubSpot.

Main Themes:

1. Centralized Ads Management: HubSpot allows you to connect and manage your Google, Facebook, and LinkedIn ad accounts from one platform. This includes creating ads, defining audiences, setting budgets, and tracking performance metrics (impressions, engagement rate, cost per click, etc.).
2. Data-Driven Optimization: HubSpot provides analytics to measure ad campaign effectiveness. This data allows marketers to understand what's working, optimize underperforming campaigns, and ensure a strong ROI.
3. Powerful Audience Targeting: Leverage HubSpot's CRM data to create highly targeted audiences. This includes segmenting based on website behavior, contact lists, lifecycle stage, and more.
4. Retargeting Strategies: HubSpot facilitates effective retargeting campaigns to re-engage website visitors and leads. This can be achieved through both pixel-based and list-based retargeting methods.

Key Ideas and Facts:

Connecting Ad Accounts:

• Connect Google Ads, Facebook Ads, and LinkedIn Ads accounts to HubSpot for centralized management.
• Creating a new Google Ads account through HubSpot can result in a $500 credit. (Source: HubSpot Marketing Hub Tutorial)

Creating Ads:

• Choose between creating new ad campaigns or adding to existing ones within HubSpot.
• HubSpot's AI tool can assist in creating relevant and optimized ads. (Source: How to Manage Your Ads Audiences and Retargeting with HubSpot)
• Define targeting parameters like keywords, demographics, geographic location, and retargeting audiences.

Building Audiences:

• Create audiences based on:
• Website visitors: Target users based on pages visited, time spent on site, and specific URLs. (Source: Create ads audiences in HubSpot, What are the steps to set up a custom audience for retargeting ads within HubSpot?)
• Contact lists: Utilize existing HubSpot contact lists to create highly targeted audiences for retargeting. Ensure compliance with data privacy regulations. (Source: How to Create a Dynamic Facebook Audience from a Hubspot List, Create ads audiences in HubSpot)
• Company lists (LinkedIn): Target specific companies based on industry, size, and more. (Source: Create ads audiences in HubSpot)
• Lookalike audiences (Facebook): Reach new users similar to your existing audiences. (Source: How to create Google Ads Audiences in Hubspot, Create ads audiences in HubSpot)
• Syncing with Ad Networks: Audiences created in HubSpot automatically sync with the respective ad platforms.

Retargeting:

• Utilize pixel-based and list-based retargeting methods.
• Align retargeting goals with specific stages of the buyer's journey (awareness, consideration, decision). (Source: What Is Retargeting? How To Set Up an Ad Retargeting Campaign)
• Consider campaign goals:
• Awareness: Re-engage website visitors and increase brand visibility.
• Conversions: Drive specific actions like form submissions, downloads, or purchases.
• Leverage retargeting to:
• Increase customer lifetime value (CLTV)
• Reduce cart abandonment
• Introduce new products

Important Considerations:

• Audience Size Requirements: Each ad network has minimum audience size requirements. (Source: Create ads audiences in HubSpot)
• Data Privacy: Ensure compliance with data privacy regulations when using contact lists for targeting, especially in the EEA and UK. (Source: Create ads audiences in HubSpot)
• Audience Matching: The matched audience size may be lower than the original list due to factors like cookie matching and contact information availability. (Source: Create ads audiences in HubSpot)

Additional Insights:

• Traditional ads are often interruptive, while HubSpot Ads can blend with content for better engagement. "Traditionally, marketers have struggled to capture people's attention with ads because they're interruptive...But there's a better way to connect with your target audience without being disruptive." (Source: HubSpot Marketing Hub Tutorial)
• Dynamic Facebook audiences in HubSpot update automatically as contacts are added or removed. "Whenever someone is added to this audience it will automatically add them to that audience and facebook as well so your audience is constantly being updated." (Source: How to Create a Dynamic Facebook Audience from a Hubspot List)
• Don't overlook the importance of retargeting across different channels, including email. (Source: What Is Retargeting? How To Set Up an Ad Retargeting Campaign)

By effectively leveraging HubSpot's ads management tools and insights, marketers can create targeted campaigns, optimize for performance, and achieve a strong ROI.

HubSpot Workflow Enrollment Anomalies Identified by AI: A Briefing

Date: September 11, 2024

Source: HubSpot Product Update - "Workflow Enrollment Anomalies Identified by HubSpot AI"

Summary: HubSpot has launched a new AI-powered feature that automatically detects and notifies users of unusual changes in workflow enrollment rates. This feature eliminates the need for manual monitoring and calculations, enabling users to proactively address potential issues impacting their workflows.

Key Features & Benefits:

• AI-powered anomaly detection: HubSpot's AI automatically identifies significant fluctuations in workflow enrollment rates, eliminating the need for manual calculations and thresholds.
• Customizable notifications: Users can configure notification settings to receive alerts about changes in enrollment rates for specific workflows.
• Proactive workflow management: Early detection of enrollment anomalies allows users to promptly address potential issues and maintain workflow efficiency.
• Time savings & efficiency: Automated monitoring and notifications free up time and resources previously dedicated to manual tracking.

How it Works:

1. Enable AI detection: In the workflow settings, navigate to the "Notifications" section and enable "Get notified if the enrollment rate changes" and "Use AI detection."
2. Configure notification settings: Users can choose to receive notifications based on AI detection or by setting a manual range for enrollment rate changes.
3. Select notification recipients: Specify the users or teams who should receive notifications about enrollment anomalies.
4. Enable notification type: Recipients need to enable "When enrollment rates change" notifications in their account settings.

Availability:

This feature is available to users with the following HubSpot subscriptions:

• Enterprise Customer Platform
• Marketing Enterprise
• Ops Enterprise
• Sales Enterprise
• Service Enterprise

Key Quote:

"Fluctuating enrollment rates can sometimes be a sign that a workflow needs immediate attention. Until now, in order for customers to get notified of sudden dips or spikes in workflow enrollment, they've needed to make manual calculations when configuring notification settings."

Impact:

This new feature empowers HubSpot users to:

• Gain greater visibility and control over their workflows.
• Improve workflow efficiency and effectiveness.
• Proactively address potential issues before they impact business outcomes.

Product Update Briefing: Communication Preferences

Date: October 1, 2024

Topic: Update to behavior on preference page for subscription types with a "not specified" status

Summary: This product update clarifies the user experience on the Communication Preferences page by ensuring only actively subscribed communication types are displayed as "ticked". This change eliminates confusion previously caused by displaying both "subscribed" and "not specified" types as active.

Key Changes:

• Visual Representation: Previously, both 'subscribed' and 'not specified' subscription types appeared as 'ticked' on the Preference Page. Now, only subscription types with a status of 'subscribed' will be shown as 'ticked'.
• Unsubscribe Behavior: "Any subscription type left 'unticked' at the time of saving will be marked as unsubscribed."
• Consistency Across Portals: This update ensures a consistent experience for all users regardless of the portal's GDPR setting. Previously, the display differed based on this setting.

Impact:

• Reduced User Confusion: The update provides a clearer understanding for users by accurately reflecting their active communication subscriptions.
• Enhanced Control: Users gain more control over their communication preferences, as they can easily identify and manage their active subscriptions.

Quote:

"This change reduces confusion for contacts by ensuring they only see the subscription types they are actively subscribed to when managing their preferences."

Rollout:

This update will be effective for all hubs and tiers.

Product Update Briefing: CRM Restore from Data Backup

Date: October 1, 2024

Product Area: CRM

Feature: Restore from Data Backup

Summary:

This product update introduces a new feature allowing users to restore CRM data to a previous state from an automatically generated backup. This streamlines the data recovery process and eliminates the need for manual data restoration from imported files.

Key Features:

• Seamless Data Restoration: Users can restore updated property values for contacts, companies, deals, tickets, calls, products, and tasks without needing to re-import data files.
• Automated Backups: The system automatically creates backups, enabling quick recovery from catastrophic data events.
• 14-Day Backup Retention: Backups are available for restoration for up to 14 days from their creation date.
• Selective Restoration: The restore tool only overwrites updated or deleted property values, leaving newly created records or properties untouched.

Benefits:

• Time Savings: Eliminates the time-consuming process of manual data restoration.
• Reduced Errors: Provides a more reliable and less error-prone data recovery solution.
• Business Continuity: Enables businesses to quickly recover from data loss and minimize downtime.

Functionality:

Super admins can access the “Restore Data” function within the “Backup” section of the CRM settings. From there, they can choose the desired backup (within the 14-day window) and initiate the restoration process.

Quote:

"Restoring data manually can be an error-prone and time-consuming process. Having a seamless restore experience enables you to quickly recover from catastrophe, without needing to re-import a file."

Availability:

This feature is available to all paid HubSpot users across all tiers.

Further Information:

For detailed instructions and FAQs, please refer to the dedicated Knowledge Base article.

HubSpot Security Update: Restricting User Login Methods

This briefing document reviews the new "Allowed Login Methods" feature recently launched by HubSpot, based on the provided product update information and user guide excerpts.

Key Takeaways:

• Enhanced Security: HubSpot now allows Super Admins to specify which login methods users can use. This allows organizations to enforce stronger security measures by mandating specific login types aligned with their security policies.
• Available Login Options: HubSpot offers three primary login options:
• Native HubSpot username and password
• Social logins (e.g., Google, Microsoft, Apple)
• Single Sign-On (SSO) for Enterprise plans
• Granular Control: Admins can enable or disable any combination of these methods. For example, organizations can choose to allow only Google logins, disabling password-based and other social logins.
• User Impact:Users are informed via email about enforced login methods and the effective date.
• At their next login, users are limited to the permitted methods and might be prompted to configure a new login if their existing method is disallowed.

Important Considerations:

• Enforcement Delay: After enabling or modifying allowed login methods, there might be a delay of up to 15 minutes before the changes are enforced.
• Exempt Users: Admins can exempt specific users from the restricted login methods if needed.

Quotes from Sources:

• User Impact: "Users affected by the change will receive an email notification of which login methods are allowed, and the enforcement date associated. The next time they are required to log in, they will be limited to the methods enforced."
• Purpose: "Allows admins to set more stringent login requirements for their users that meet their organization's security needs"

Recommendations:

• Review & Implement: Organizations should review the new "Allowed Login Methods" feature and configure it to align with their specific security policies.
• Communicate Changes: Clear communication with users about the changes to login methods and any required actions from their side is crucial for a smooth transition.

Briefing Doc: HubSpot Outbound Dialer Update - Contact Search

Date: October 2, 2024

Subject: Enhanced Efficiency with Contact Search for Outbound Dialer

Key Takeaway: HubSpot has launched a significant update to its outbound dialer, introducing a search functionality that streamlines the call initiation process.

Theme: Improved User Experience and Productivity

Details:

• Feature: The outbound dialer now features a built-in search bar.
• Functionality: Users can search for contacts by:
• Name
• Email address
• Phone number
• Company name
• Impact: This update enables users to quickly locate and dial contacts directly from the dialer, eliminating the need to navigate through multiple screens or lists.
• Quote: "This update to the dialer offers a new, faster way to make outbound calls in HubSpot."
• Benefits:Increased efficiency for sales and service teams
• Reduced call setup time
• Improved call organization and association

Availability: This feature is available to users with the following HubSpot subscriptions:

• Professional Customer Platform
• Enterprise Customer Platform
• Sales Pro
• Sales Enterprise
• Service Pro
• Service Enterprise

Call to Action: Encourage users to begin leveraging this new feature to enhance their outbound calling workflow and efficiency.

HubSpot Campaign API Briefing Doc

Date: October 2, 2024

Source: Product Update - Campaign API

Overview:

This document provides an overview of the new Campaign APIs, designed to empower customers, developers, and app partners to seamlessly manage and analyze marketing campaigns and their associated assets.

Key Features:

• CRUD and Batch API: Enables comprehensive campaign management, including creation, retrieval, updating (partial modifications supported), and deletion of campaigns. Batch processing enhances efficiency for handling multiple campaign operations.
• Asset API: Facilitates the management of assets linked to a campaign, allowing users to list, add, or remove them.
• Metrics API: Provides access to crucial campaign performance metrics (e.g., Contacts, Sessions, revenue, budget, spend). This data enables informed decision-making and performance evaluation.

Use Cases:

• Create and Manage Campaigns (CRUD Campaigns):Targets app partners seeking to integrate campaign management directly into their applications.
• Functionalities:"Retrieving and displaying a list of existing campaigns."
• "Creating and managing campaigns directly within third-party applications."
• "Retrieving marketing assets with newly created or existing campaigns."
• Data Integration Service:Benefits customers and developers requiring automated integration of campaign data into external data warehouses.
• Capabilities:"Automated extraction and loading of campaign data into external data warehouses"
• Enables real-time analytics by merging campaign metrics with other business intelligence data.

API Functionalities:

• Campaign Management:Create a campaign with specified properties.
• Read a specific campaign or a page of campaigns.
• Update campaign details with partial modification support.
• Delete a specified campaign.
• Asset Management:List all assets associated with a campaign by asset type.
• Metrics Retrieval:"Get Campaign Metrics Counters": Retrieve metrics like sessions, new contacts, and influenced contacts.
• "Get Metrics Contacts Breakdown": Get a list of new and influenced contacts.
• "Get Revenue Information": Access revenue data for a specific campaign.
• "Get Campaign Budget and Spend Information": Retrieve budget allocation and spending details.

Target Audience:

• Marketing Pro
• Marketing Enterprise

HubSpot Product Update Briefing: Receive Inbound Calls via Calling Apps

Date: October 2, 2024

Topic: HubSpot Calling SDK Enhancement for Inbound Calls

Summary:

This product update introduces significant improvements to HubSpot's Calling SDK, enabling calling app partners to integrate inbound call functionalities directly within the HubSpot platform. Previously, a lack of inbound call support for calling apps within HubSpot forced users to navigate between separate applications, leading to a fragmented workflow.

Key Features:

• Inbound Call Handling Within HubSpot: Calling app partners can now develop features allowing users to receive and manage inbound calls directly from their HubSpot account.
• Unified Dialer Interface: A new dialer pop-up window provides a centralized location for managing inbound calls without leaving HubSpot.
• Call Logging and Recording: All incoming calls, including missed calls, are automatically logged in the call index page. Call recording is available if enabled in both the calling app and HubSpot settings.

Benefits:

• Streamlined Workflow: Users can manage their entire calling experience—inbound and outbound—within HubSpot, eliminating the need to switch between applications.
• Enhanced Productivity: Consolidating calling activities within HubSpot saves time and reduces disruptions, improving overall efficiency.
• Improved Call Management: Centralized call logging and recording features provide a comprehensive view of all calling activity, facilitating better tracking and analysis.

How it Works:

1. Select Calling App: Choose the desired calling app provider from HubSpot's Calling Settings page.
2. Open Call Tab: Click the phone icon in the navigation bar to access the inbound call connection area. This tab must remain open to receive inbound calls.
3. Log into Calling App: Enter your credentials in the pop-up dialer window to log into your chosen calling app.
4. Set Availability: Once logged in, set your availability status to begin receiving inbound calls. A green dot on the phone icon indicates active call reception.
5. Receive Calls: Incoming calls will trigger an "incoming call" notification in the call icon, prompting you to answer via the dialer pop-up.

Important Notes:

• Calling app partners need to enable the inbound calling feature using HubSpot's Calling SDK and Receive Incoming Calls API.
• Only one calling app provider can be selected for receiving inbound calls at a time.
• The call dialer window must remain open in the background to receive calls.
• This feature is available to all HubSpot users, regardless of their subscription tier.

Quote:

"Customers can now harness the full potential of calling in one place. With the newly updated dialer pop-up, they can receive inbound calls and seamlessly manage their calling experience directly with their calling app provider, all within HubSpot."

Conclusion:

This update represents a significant step forward in unifying the calling experience within HubSpot. By integrating inbound call capabilities for calling apps, HubSpot empowers users to manage all aspects of their communication effectively from a single platform, leading to a more efficient and productive workflow.

New order- and cart-based workflow templates available HubSpot Update

Date:** September 10, 2024

Source:** HubSpot Product Update - "New order- and cart-based workflow templates available"

HubSpot has launched three new workflow templates designed to streamline ecommerce operations and improve customer engagement for users of HubSpot's orders and carts objects. These pre-built templates automate key stages of the customer journey, from welcoming new buyers to re-engaging inactive customers and recovering abandoned carts.

Key Features:

Ecommerce Welcome Workflow:** Automates a welcome email to customers after their first purchase, bolstering early engagement.

    > "The welcome email workflow is designed to automatically send an email to customers following their first order placement on your ecommerce platform, enhancing customer engagement and satisfaction."

* **Abandoned Cart Workflow:**  Triggers email reminders to customers who abandoned their carts, offering incentives like coupon codes to encourage purchase completion.

    > "This workflow is designed to send email reminders to customers who have initiated the checkout process but left items in their cart."

* **Re-engagement Workflow:**  Targets customers who haven't made a purchase in over 90 days with personalized re-engagement emails, driving repeat business.

    > "Utilize this workflow to reconnect with customers whose last purchase from your store was over 90 days ago."

**Accessibility:**

These workflow templates are immediately available to HubSpot users with Marketing Hub Pro/Enterprise plans and active usage of the orders and carts objects.

**Benefits:**

* **Improved Customer Experience:** Automated workflows ensure timely and relevant communication throughout the customer lifecycle.

* **Increased Sales:** Abandoned cart recovery and re-engagement efforts contribute to higher conversion rates and customer lifetime value.

* **Time Savings:** Pre-built templates eliminate the need for manual workflow creation, freeing up resources for other marketing activities.

**Actionable Insights:**

* Businesses using HubSpot's ecommerce tools should implement these workflow templates to capitalize on automated customer engagement and revenue growth opportunities.

* Consider customizing the templates with brand-specific messaging and offers for optimal impact.

* Track workflow performance metrics to measure success and identify areas for optimization.

HubSpot Product Update Briefing: Property Date Tracker

Date: September 10, 2024

Product: HubSpot CRM

Feature: Property Date Tracker

Summary:

This product update introduces a new "Property Date Tracker" card across all HubSpot products and editions. This feature enhances deadline management by providing a visual representation of date-based properties' progress.

Key Features & Benefits:

• Visual Deadline Tracking: The card displays the start date, end date, and current date for chosen properties in a clear and concise format.
• Improved Workflow Efficiency: Users can quickly assess their progress against deadlines for various activities, such as contract renewals.
• Enhanced Actionability: The visual representation allows users to easily identify approaching deadlines and take necessary actions proactively.
• Customization: Admins can create Property Date Tracker cards for any object type and customize the displayed properties within the card.

Implementation:

1. Navigate to the record customization tab in settings for the desired object type.
2. Select the view you wish to edit.
3. Click "Add cards" on the middle column and choose to create a new card.
4. Within the card builder, select the desired start and end date properties to display on the card.

Impact:

The Property Date Tracker empowers HubSpot users to:

• Reduce missed deadlines: The visual cues promote timely action and prevent oversight.
• Improve productivity: The easy-to-understand format streamlines deadline management and frees up time for other tasks.
• Enhance client management: Meeting deadlines consistently contributes to a more professional and reliable client experience.

Quote:

"This card helps users quickly track upcoming deadlines and determine necessary actions. Users more easily assess progress against deadlines based on the start date, end date, and current date for activities such as contract renewals."