Episodes of HubShots - the Unofficial Down Under HubSpot Podcast.
http://hubshots.com

HubShots

This edition we dive into:

•	Breaking down big goals
•	HubSpot Ads sequences
•	HubSpot Meetings overview
•	HubSpot Workflow Action to add contacts to an Ads Audience 
•	Knowledge Base Support Forms
•	Engagement Progressions 
•	Bookmarks in Google docs

Full show notes available here: www.hubshots.com/episodes/episode-261

Recorded: Monday 27 September 2021 | Published: Friday 01 October 2021

261: Ad Sequences, Adding to Audiences using Workflow Actions and breaking down big goals

Welcome to episode 1 of HubShots
Recorded: Tuesday 06 October 2015

In this episode we cover:

Shot 1: Inbound thoughts
Still on a high?
shout out to Ryan, Niti,  and the Sydney HubSpot team
Key takeaways
Ian: the possibilities
Craig: reminder about inbound marketing essentials: personas, lead scoring, buyer’s journey
Shot 2: Growth Driven Design
the rise of growth driven design: http://www.growthdrivendesign.com/
Shot 3: Tip of the Week
HubSpot Emails
new click visualisation map in emails
Shot 4: Resource of the week
HubSpot’s persona generator : http://makemypersona.com/
Shot 5: Opinion of the week
Craig: the US is way ahead of AU, good motivation to lift our game…
Shot 6: Challenge of the week
Public holidays
HubSpot workflows to the rescue! http://knowledge.hubspot.com/workflows-user-guide-v2/how-to-set-up-a-workflow-in-hubspot
Shot 7: Community recommendation of the week
Sydney HubSpot User Group: http://sydney.hubspotusergroups.com/
Chris Fell and the team: http://www.g2msolutions.com.au/chris-fell-g2m-solutions
Shot 8: Sales
HubSpot CRM: http://www.hubspot.com/products/crm
using the HubSpot CRM app
we’ll be talking more about the ‘HubSpot Sales platform’ next week, especially Sidekick for Business


001 - Growth Driven Design

Welcome to Episode 2 of HubShots!
Recorded: Wednesday 14 October 2015

In this episode we cover:

Shot 1: Inbound thoughts of the week
Seth Godin – take responsibility
Dharmesh’s Inbound 2015 Keynote presentation tips: http://inbound.org/post/view/16-back-stage-presentation-tips-from-the-14-000-person-hubspot-inbound-keynote
technical hitch as it started
see also the comments, Devendra leaves a comment, Dharmesh responds!
Shot 2: HubSpot product discussion of the week
Sidekick for Business: http://www.getsidekick.com/pricing

document tracking
sequences
templates
Shot 3: HubSpot feature of the week
Email signatures

new email signature personalisation token based on HubSpot owner: http://knowledge.hubspot.com/articles/kcs_article/cos-general/which-are-the-different-personalization-token-categories-i-can-use-when-personalizing-my-content
requires connection to HubSpot CRM
Shot 4: Opinion of the week
HubSpot connectors

Zendesk: https://www.zendesk.com/
Zopim (integrates with zendesk): https://www.zopim.com/
Shot 5: Challenge of the week
convincing clients to consider Facebook advertising
AdWords has mindshare, LinkedIn some (especially with B2B), but FB is often rejected
Shot 6: Resource  of the week
State of Inbound Report: http://www.stateofinbound.com/
see also Craig’s post: http://xen.com.au/hubspot-state-of-inbound-2015-report/

p12 graph at bottom: increasing leads/conversions is highest priority, reducing cost of conversion is low priority
proving ROI is a big ‘problem’ and is cited more the larger the company
why so important? because proving ROI gets you more budget
that said it is getting less important each year (p19)
Shot 7: Community recommendation of the week
inbound.org: http://inbound.org/
eg Customer forum: http://inbound.org/group/hubspot-customer-forum


002 - Sidekick for Business

Welcome to Episode 3 of HubShots!
Recorded: Tuesday 20 October 2015

In this episode we cover:

Shot 1: Inbound thought of the week
Discussion: content quality versus quantity
Further reading:
aim > consistent quality: http://contentmarketinginstitute.com/2015/10/content-marketing-trends-podcast/
Marcus: the goal is ‘to get better’: http://www.thesaleslion.com/quality-vs-quantity-for-content-marketing-success-the-frank-truth/
avoid content for the sake of content: http://blog.hubspot.com/blog/tabid/6307/bid/34080/Why-Marketers-Need-to-Rise-Above-the-Deluge-of-Crappy-Content.aspx
Remember:
the right content to the right person in the right place at the right time
Shot 2: Tip of the week
Tracking utm parameters in HubSpot: http://xen.com.au/tracking-utm-parameters-in-hubspot-forms/
Shot 3: Tool of the week
Canva: https://www.canva.com/
Shot 4: Idea of the week
Inbound.org
Persona self-selection: http://blog.inbound.org/persona-self-selection
Shot 5: Opinion of the week
WordPress versus HubSpot Website (previously HubSpot COS)
http://www.hubspot.com/products/website
https://wordpress.org/
personalisation benefits
adding pages to campaigns
Shot 6: State of Inbound thought of the week
State of Inbound part 2 http://www.stateofinbound.com/
Marketing:
p30 marketers who check their metrics 3+X a week are 20% more likely to achieve positive ROI (lol)
p38 sales alignment matters: SLAs between sales and marketing
 Sales:
“Prospecting is the most difficult step of the sales process. This issue is compounded by the fact that salespeople lack vital information before they reach out to leads.”
p53 only 4% of ANZ sales people investing in a CRM!
Shot 7: ‘Interesting’ tactic of the week
Outreach Emails ‘tactic’:
Including “sent from iPhone” in outreach emails has a much higher response rate, as it seems personal
Why we don’t like it
Shot 8: Motivation of the week
SSW embracing content marketing: http://www.adamcogan.com/2015/10/14/the-vs-2015-ebook-behind-the-scenes/
Shot 9: Resource of the week
Workflows
HubSpot blog post: http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx
originally from 2012 (note the .aspx), but shows how best practice posts stand the test of time
a reminder about using workflows – e.g. the inactive contact workflow
Some of the comments are funny too…

003 - Quantity versus Quality

Welcome to Episode 4 of HubShots!
Recorded: Wednesday 28 October 2015

In this episode we cover:

Shot 1: Inbound Thought of the Week
Sales enablement
Craig visited the Sydney HubSpot office
High calibre team, hiring takes time
Top Grading (useful book on hiring): – http://www.amazon.com/Topgrading-3rd-Promoting-Turbocharges-Performance-ebook/dp/B0074VTH02/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr=
Shot 2: HubSpot Quirk of the Week
Email address logins seem to be case sensitive
Action item: if a user is having issues, check the case of their email addresses
Shot 3: Data Cleansing
Data cleansing – when should you clean out old contacts?
Action item: consider cleaning up your contact list, or perhaps running a ‘reconnect with cold contact’ workflow to re-engage
Shot 4: HubSpot Product Feature of the Week
the HubSpot Ads add-on now supports AUD
 New: Captcha on forms: http://knowledge.hubspot.com/articles/kcs_article/forms/can-my-hubspot-form-use-captcha
Shot 5: HubSpot Tip of the Week
Forms sometimes don’t render in the correct place
Using a named div to place it: http://xen.com.au/hubspot-forms-rendering-issue-in-elcomcms/
Shot 6: Challenge of the week follow up / Tip of the week
Using Facebook CWA to test whether FB might be an option (a follow up to my challenge of the week from episode 2)
Action item: Tip for marketing managers who are interested in knowing whether FB might be a good option
Shot 7: Opinion of the week?
Social spamming: https://twitter.com/HubSpot/status/656264825035759616 (note also they’ve tweeted this many times before)
Social spamming?
Agree or disagree?
Action item: if you haven’t yet started on social, don’t wait for the perfect strategy, make a start, aim for incremental improvement
Action item: 20 minutes a day checklist: http://blog.hubspot.com/customers/social-media-daily-checklist
Shot 8: State Of Inbound report
State of Inbound report nuggets: http://www.stateofinbound.com/
Marketing section:
p44 North America leads in ROI tracking
Action item: put effort into getting tracking in place properly
Sales section
p49 “Executive buyers are not very trusting of salespeople. To regain credibility among executives, salespeople should arm themselves with content and become active on social networks.”
Action item: add value, make the effort to get context around prospects and opportunities
Shot 9: Sales Thought of the Week
What do you think of cold outreach? http://blog.hubspot.com/marketing/email-outreach-elements-scripts
Action item: personalise, show relevance

004 - Action Items

Welcome to Episode 5 of HubShots!
Recorded: Tuesday 02 November 2015

Welcome to the Melbourne Cup episode :-)

Email subject emojis
Note: Emojis versus Emoticons (I got the terms confused in the recording!)

In this episode we cover:

Shot 1: Inbound Thought of the Week
Curating information
Action item: Aim to provide value (even if the content isn’t written by you)

Shot 2: HubSpot Feature of the Week
New Ads Add-on: There’s good and bad
Only supports LinkedIn at the moment :-(
Only has a single $value tracking option for conversions
Can’t set the customer conversion rate to less than 1%
Campaign listings only seem to show CPC no CPM details
No Click Demographics options
Got an error: “We couldn’t show the ROI of any campaigns. You have campaigns but they don’t match the currency of your ROI calculation.”
Summary: this is a very early version definitely a MVP or V1.
Action item: avoid the Ads Add-on for now unless you have really simple needs
However, it is an insight into where HubSpot is going. Imagine once they get LI, AdWords and FB ads integrated, and then have these as widgets on your dashboard, or in the new reporting. It will be a very useful and powerful reporting/analysis tool.
Shot 3: Challenge of the week
 Content not getting approved.
 Action item: Have an agreement in place around timeframes for content approval
Shot 4: HubSpot Tip of the Week
HubSpot WordPress Plugin
Using the HubSpot WordPress plugin will bring in blog posts and show a CTA% next to them: http://knowledge.hubspot.com/articles/kcs_article/reports/how-is-cta-percent-calculated-in-page-performance
Use this instead of manually inserting the code in a template or via GTM
Action item 1: Use the WordPress plugin (if you have a WordPress site)
Action item 2: Check your CTA stats – In case some CTAs are never getting shown!
Shot 5: Content tip of the week
Quantity…
How to build to 3 per week
 Action item: 1 key piece, 2 commentary pieces
Shot 6: State of Inbound item of the Week
Marketing:

p42 ‘Managing our website’ is the 3rd biggest marketing challenge in AU/NZ (1 and 2 are ROI and then getting budget)
Sales:
p62 prospecting is hard
HubSpot offer: http://offers.hubspot.com/How-Sales-Can-Close-More-Deals-Using-Social-Media
Shot 7: Email tip of the week:
Re-send newsletters to recipients who didn’t open them: http://flightschool.autopilothq.com/flight-plans/start-sending-emails/the-double-open-rates-newsletter/
“Secret: Re-send another copy of your email newsletter 48 hours later to those who did not open the first email, with a small modification to the subject line (e.g. “Reminder:<original subject line>”). This increases email open rates every single time without noticeably impacting your unsubscribe rates.”
HubSpot has a nice List building item for this:
HubSpot list tool
Action item: test re-sending an email newsletter
Also: how I discovered that tip: via Twitter promoted post
Action item: Test promoting useful content via paid ads, as well as just promoting product pages

005 - The Hubspot Ads Add-On

HubShots: the Unofficial Down Under HubSpot Podcast

HubSpot in the real world.
Real world portals. No demo stuff.

What’s working for HubSpot customers. 

Hosted by Ian Jacob and Craig Bailey, HubShots is the weekly podcast for marketing managers and sales professionals who are using HubSpot or considering using HubSpot.

https://www.hubshots.com