054: Thought Leaders vs Thought Spewers, HubSpot Email Smart Subject Lines

Welcome to Episode 54 of HubShots! Full show notes available here: http://hubshots.com/episode-54/ Welcome to HubShots, the podcast for marketing managers who use HubSpot. Recorded: Monday 10 October 2016 | Published: Thursday 13 October 2016 Welcome Shot 1: Inbound Thought of the Week http://inboundcountdown.com – 29 days left! http://www.inbound.com/blog/what-i-read-and-how-i-read-it-kim-scott “The craft of editing is not sufficiently rewarded online. In fact, since editing is slow, it’s punished. As a result, we all spend too much time reading rough drafts rather than deeply considered writing. People don’t take time to THINK about or DEBATE ideas before they publish them. They don’t challenge their own thinking, or ask others to do so. We’re all encouraged to spout off and ship it. There is so much pressure on the velocity and quantity of content creation online; it would be better if more of us could slow down and think deeply about the valuable ideas we want to share. “ Thought Leadership Reasons to attend Inbound: Inbound tips: Get there early for the opening night keynote, seats go fast Go to the food court for meals, avoid the food trucks Aim for centre aisle seats Join the HubShots WhatsApp group for details on where to meet with others Shot 2: HubSpot Feature/Tip of the Week New dashboard being forced on everyone this week – I’ll miss the old dashboard. Target Your Subject Lines for Different Audiences Here’s the original Ideas item from 2013: http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/4892661-create-smart-subject-lines Feature request: be able to report on the results per subject line I’ve added it as a request: http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/16583179-show-stats-for-email-subject-line-smart-content-pe Please vote it up! Shot 3: Challenge of the Week Networking events versus preparing meaningful, targeted content. Attending an event can easily chew up 3-4 hours or time. Could this time be used more effectively preparing content? Effective = doing the right thing Efficient = doing it the right way Shot 4: Stat of the Week 27% of Australians prefer to buy their Christmas presents online, rather than in store. 84% start online1 1 McCrindle Research 2015; GCS 2014). Takeaway: is your business there when people are looking online? Shot 5: Opinion of the Week What percentage of revenue do companies spend on sales and marketing: https://vtldesign.com/inbound-marketing/content-marketing-strategy/percent-of-revenue-spent-on-marketing-sales/ https://inbound.org/discuss/what-percent-of-revenue-do-companies-spend-on-marketing 10% seems to be the magic number for sales and marketing (note: this doesn’t include headcount costs). Shot 6: Pro Tip of the Week From Gary Vaynerchuk’s #AskGaryVee book: Digital should be seen as a gateway to human interaction, but not as a replacement for it. Shot 7: State of Inbound Item of the Week http://www.stateofinbound.com/ Content distribution channels businesses plan to add to their marketing efforts in the next 12 months HubSpot State of Inbound Report 2016 pdf page 45 of 65 In ANZ plans are to leverage YouTube and Facebook video in the future. Shot 8: Resource of the Week http://blog.hubspot.com/marketing/types-of-people-at-conferences Craig is #2 – The Sponge Ian is more #2 and wants to work to #1 – Sponge to networker! Shot 9: App of the Week Google Maps – https://itunes.apple.com/au/app/google-maps-navigation-transport/id585027354 Tip: Save maps offline when travelling so you don’t get stuck when you don’t have data > https://support.google.com/maps/answer/6291838?co=GENIE.Platform%3DiOS&hl=en Shot 10: Thought of the Week Visualize the leaks From Seth Godin http://sethgodin.typepad.com/seths_blog/2016/10/visualize-the-leaks.html Shot 11: Quote of the Week ‘If you work hard at trying to be good at many things, you’ll get good at many things’.