034: HubSpot CRM Workflow Updates, Unbranded Email Test Results, Advanced Personas

Welcome to Episode 34 of HubShots! Recorded: Monday 16 May 2016 Full show notes are available here: http://hubshots.com/episode-34/ Welcome In this episode we ‘crack on’ even though Ian is fighting a cold :-) Shot 1: Inbound Thought of the Week Apologies for the ‘ding’! Training - we did the Agency Positioning and Targeting workshop and the content and structure was great and the relationships we made in that period has still stuck today. So consider doing some training and growing your knowledge of Inbound and HubSpot. https://www.inbound.com/inbound16/trainings I got to meet David Weinhaus! Also if you are doing INBOUND alone we would love to meet you….. inboundcountdown.com - check how long to go! Shot 2: HubSpot feature/tip of the Week Automate Lead Rotation, Task and Deal Creation in Workflows With three new updates to HubSpot — lead rotation, task creation, and deal creation — you'll spend more time selling and less on busywork. Lead Rotation How it works: Find your way into Workflows by clicking Contacts > Workflows in HubSpot Marketing. Edit one of your workflows using the pencil icon on the right, or create a brand new one for rotating leads with "Create New Workflow." Once inside your workflow, add a new action, and you’ll see a brand new option under the “Sales” section: “Rotate Leads.” The rotator works in a "round-robin" style — add any number of owners to the rotation, and they'll be assigned the leads evenly. Deal and Task Creation Here’s how sales reps often divided their days: for every two hours spent selling, an hour of CRM administration — creating contacts and companies, logging tasks to follow up on, creating opportunities. Newsflash: if you can cut down that hour of admin work, you'll sell more. How it works: Follow the steps outlined above to navigate into a workflow. When selecting a workflow action, you'll now have the options to “Create a Task” and “Create a Deal.” Shot 3: Test of the Week Sending unbranded email. We saw HubSpot do this with a partner email. Even in our own testing we noticed an average open rate of 15% when it was branded and that moved to almost 30% when it was unbranded and looked like it came from us personally! Shot 4: Opinion of the Week Un-gate all the things! Or don’t: http://www.craigbailey.net/whole-un-gate-things-trend-going-moment/ Shot 5: General Tip of the Week Useful tips for approaching your personas by Marcia Riefer Johnston: http://contentmarketinginstitute.com/2016/05/buyer-personas-essential-parts/ From Tip #1: “Don’t describe the persona to the reader. Have the persona talk to the reader in first-person.” For an in-depth look at buyer personas check out Adele Revella’s book: http://www.amazon.com/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501 http://www.buyerpersona.com/about-adele-revella She goes through 5 main steps for thinking through a buyer persona #2 is to think about Success factors and the results they expect Also have a listen to Moby’s episode 11 of Inbound Buzz where he goes through how to create personas: https://soundcloud.com/inboundbuzz/011-how-to-create-personas-for-inbound-marketing-success Shot 6: State of Inbound Item of the Week Take 15 minutes to do the State of Inbound Report: http://www.stateofinbound.com/ Direct link to the survey: https://soi2016.questionpro.com/ Shot 7: Community Item of the Week Nice episode by Moby outlining some cool content creation tools: https://soundcloud.com/inboundbuzz/ep09-ultimate-content-creation-tools-used-by-agencies-and-pros Shot 8: Podcast of the Week Content Inc by Joe Pulizzi: http://contentmarketinginstitute.com/content-inc-podcast/ Simple, insightful gems of marketing wisdom, less than 5 minutes. Shot 9: App of the Week Read Medium on your phone every night: https://medium.com/m/app Rescue Time for working on your Mac/PC: https://www.rescuetime.com/ Full show notes are available here: http://hubshots.com/episode-34/