056: Platform versus Movement, HubSpot CRM Company Merging, Windows of Opportunity, Google AMP Pages

Welcome to Episode 56 of HubShots! Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Tuesday 25 October 2016 | Published: Saturday 29 October 2016 Full show notes available here: http://hubshots.com/episode-56/ Welcome Shot 1: Inbound Thought of the Week http://inboundcountdown.com – 14 days left! Brian and Dharmesh not announcing new stuff – leaving that to Christopher O’Donnell Less than 50% of attendees at Inbound are HubSpot customers. So it makes sense that the keynote is more about industry trends than it is about product. As Karl say: Inbound Platform versus Inbound movement Shot 2: HubSpot Feature/Tip of the Week Merge companies in HubSpot CRM: https://knowledge.hubspot.com/articles/kcs_article/companies/what-happens-when-i-merge-two-companies Another sign that HubSpot is pushing into the more sophisticated space when it comes to CRM. Note: You will not have the option to merge company records if your account is integrated with Salesforce. Shot 3: Challenge of the Week Looking for the next window of opportunity… Example: Facebook has been so good for B2B in the last 12 months, but it is becoming much more competitive now as companies wake up and jump on. Which in turn means that the results are dropping. So how do find the next window of opportunity? By channel: eg Instagram, Medium By format: eg cinemagraphs, podcasts, video By intent: eg removing gates, pushing higher value assets earlier, lead forms Key point: if there’s something amazing you could do now, do it now – especially if your competitors aren’t yet doing it Marketing managers are starting to have difficult discussions with their bosses about results – the costs of gaining leads are increasing – as a marketing manager how do you handle this? Shot 4: Stat of the Week 700,000 domains have published AMP pages, more than 600M AMP pages published: https://amphtml.wordpress.com/2016/10/07/amp-a-year-in-review/amp/ People discussing Google’s AMP pages: https://www.alexkras.com/google-may-be-stealing-your-mobile-traffic/#comment-55336 We first discussed AMP pages back in December in Episode 11: http://hubshots.com/episode-11/ https://www.ampproject.org/ Shot 5: Opinion of the Week https://www.zoho.com/projects/blog/basecamps-work-can-wait-pledge-why-were-not-recommending-it.html Shot 6: Pro Tip of the Week In Google Analytics we often see a big interest in the About pages of sites – so it’s worth putting some time, thought and effort into optimising them – here’s 12 tips from Lauren Holliday: https://medium.com/@laurenholliday_/12-sections-to-consider-including-on-your-about-page-the-most-important-page-on-your-website-7ab5c29a82a0#.2hjn3ih12 https://www.blog.google/products/g-suite/five-new-ways-reach-your-goals-faster-g-suite/ Ian check this out Shot 7: State of Inbound Item of the Week http://www.stateofinbound.com/ What do people look for in a job: job criteria Opportunities for growth is the biggest factor across both sales and marketing respondents. Takeaway: as a marketing manager, make sure you provide growth for your marketing team Shot 8: Resource of the Week Yet another list of free stock image sites: https://medium.com/wd-tips-tricks/free-stock-photo-websites-ce1c614bf767#.x42zncqsg Shot 9: Mobile App of the Week TripIt – All your travel plans, in one place – https://www.tripit.com/ from Ryan Bonnici Shot 10: App of the Week Captions Made Simple for Facebook videos. https://www.rev.com/caption Shot 11: Quote of the Week “Don’t try to take market away from your competition. If the market is big enough there should be enough non-consumers you can be selling to.” Dharmesh Shah, Author and Co-founder of Hubspot