HubShots - The Unofficial Down Under HubSpot Podcast

Welcome to Episode 27 of HubShots! Recorded: Friday 12 February and Wednesday 30 March 2016 Interview: Inbound Sales with Sam Shoolman (@samshoolman) – Sales Director at HubSpot Asia Pacific You can listen to the episode and read the full transcript here: http://hubshots.com/episode-27/ Key points we discuss: - what speed do you listen to podcasts at? https://twitter.com/HubShots/status/714947296547500032 - one key thing successful marketing managers are particularly good at (from a sales manager’s perspective): the willingness to adapt - research is showing conclusively that old school tactics (cold calling, trade shows, spamming email lists) don’t work well any more - how company culture, if fixed on old school, will limit the benefits you get from embracing the inbound methodology - the importance of logging activity and research into the CRM, and getting a habit going - why HubSpot gets all of the sales people to get inbound certified and build a marketing site before they are allowed to start selling – Brand New Certification just launched: Inbound Sales Certification: http://academy.hubspot.com/isc16/intro-to-inbound-sales - prioritising the activities that need to be focussed on e.g. focusing on questions like: When I come to your site what do you want me to do? - the best way to capture more leads at the top of the funnel - white bread versus wheat bread leads - gamification and the importance of reporting and dashboards for promoting positive activities - the smarting virtuous cycle versus the old school vicious cycle - the massive changes going on in the industry e.g. focussing on ecommerce industry - evolving the culture to embrace change - the constant work in progress You can listen here: http://hubshots.com/episode-27/ (also includes a full transcript)

Welcome to Episode 26 of HubShots! Recorded: Friday 12 February and Tuesday 15 March 2016 Full show notes and transcript at: http://hubshots.com/episode-26/ In this episode we interview Varun Bhandakar, Channel Consultant at HubSpot for HubSpot Asia Pacific and discuss: - the value of re-assessing buyer personas - useful tips for how to approach buyer personas - the need to include non-fit personas - the 30-second tent ? - typical campaign durations - smarketing, and the push for alignment with sales and marketing - why we love Canva Follow Varun on Twitter at https://twitter.com/vahroon

Welcome to episode 25 of HubShots! Interview: Inbound Marketing with Mads Nielsen – HubSpot Principal Channel Account Manager | APAC Recorded: Friday 12 February and Tuesday 15 March 2016 Full transcript available here: http://hubshots.com/episode-25/ In this episode we interview Mads Nielsen, Channel Account Manager for HubSpot Asia Pacific and discuss: – making sure your customers are a good fit for your product/service – what is inbound marketing – the importance of having a good story to tell – how starting the inbound conversations with sales (rather than marketing) can often be a big benefit to companies – should Sales do Inbound certification – the importance of everyone in the company being onboard with inbound – why HubSpot isn’t a quick fix, it’s a long term strategy – setting expectations for timeframes – comparing platform costs with the effort required – building a campaign is one of the first steps you should do when implementing HubSpot – there’s still a window of opportunity for marketing managers to embrace inbound marketing – wait for the pearl of wisdom at the end Full transcript available here: http://hubshots.com/episode-25/

Welcome to Episode 24 of HubShots! Full show notes and transcript available at: http://hubshots.com/episode-24/ This episode we were lucky enough to interview Brent Claremont - he was HubSpot’s first Channel Account Manager in Asia Pacific. In the interview we cover: - the importance of having realistic expectations - the benefits of setting SLAs with different departments, especially between marketing and sales - having a shared understanding of what a good lead is <- super important - the benefit of saying no to some prospects - make sure you listen for the bell

Welcome to Episode 23 of HubShots! Recorded: Friday 12 February and Wednesday 24 February 2016 Show notes available at: http://hubshots.com/episode-23/ In this episode we interview Rosalia Cefalu, Sales Enablement Marketing Manager for HubSpot Asia Pacific and discuss: – how marketers can get a better understanding of the sales process and what the sales team do – the benefits of marketing working more closely with sales – why everyone using the same platform is so important – why the reporting add-on is designed for using with both sales and marketing together – why marketing managers should be reporting on sales results so they can understand lead quality – the differences between marketing and sales in Australia versus North America – the ways Australia is ahead of the US in terms of selling, and where we can learn – what the best marketing managers are good at – being willing to challenge the status quo – how advocacy programs are helping to significantly scale businesses

Welcome to HubShots Episode 22! Recorded: Friday 12 February and Wednesday 24 February In this episode we interview James Gilbert, Demand Generation Marketing Manager for HubSpot Asia Pacific and discuss: – Marketing on community sites (Medium, Product Hunt, LinkedIn Pulse, Reddit) – owned, earned, paid media – short term versus long term traffic channels – the value of being an authority figure in your industry – how building owned media can help you increase your pricing – the benefits of owned media protection – building a moat with owned media: http://www.inc.com/laura-montini/how-the-value-of-marketing-appreciates.html – distributing your content on other platforms such as Medium and LinkedIn Pulse – feedback loop between marketing and sales – SLAs – goal: leads that close – constantly kicking off new campaigns – tip for LinkedIn sponsored content Follow James on Twitter at @jatgilbert Full transcript available at: http://hubshots.com/episode-22/

Welcome to Episode 21 of HubShots! Recorded: Friday 12 February 2016 and Wednesday 24 February 2016 Full transcript available at: http://hubshots/episode-21/ This episode we have a fantastic interview with HubSpot marketing expert Ryan Bonnici. Ryan is HubSpot's Asia Pacific Marketing Director. Some of the key items covered in the interview: - picking the right few channels to work on - ideal for marketing managers who are looking to grow into marketing director and CMO roles - picking the right metrics to focus on - reporting the right ROI metrics to motivate other departments - product hunt success - co-partnering success - doing less webinars - the importance of data and working backwards around what sales teams need - fanatical about hiring - being remarkable in some way Full transcript available at: http://hubshots/episode-21/

Welcome to Episode 20 of HubShots! Recorded: Friday 12 February 2016 For show notes please visit: http://hubshots.com/episode-20/ Welcome: recorded live at the HubSpot Sydney Office #sydspot Shot 1: Inbound Thought of the Week HubSpot has a useful stats page, detailing some interesting data points around email marketing: http://www.hubspot.com/marketing-statistics#topic-email For example: 80.8% of users report reading email on mobile devices. (HubSpot) Campaign Monitor has a similar (but more up to date) list of stats: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/ For example: Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute 75% of Gmail’s 900M users access their accounts via mobile devices. –TechCrunch Shot 2: HubSpot feature/tip of the Week HubSpot’s email designer has a really cool feature for allowing ‘smart content’ – content you can swap in/out based on the contact’s details and lifecycle stage. Smart content within emails: http://knowledge.hubspot.com/smart-content-user-guide/how-to-create-smart-content-in-a-hubspot-email Shot 3: Challenge of the Week What to do with inactive subscribers: https://blog.mailchimp.com/inactive-subscribers-are-still-valuable-customers/ Shot 4: Opinion of the Week Adding emotion and stories can help your engagement with email recipients: http://newslettermarketing.io/2016/02/11/beyond-open-loops-how-this-overarching-strategy-glues-your-subscribers-to-your-every-email/ Campaign monitor intereviews a number of industry experts to get their take on what’s likely to happen with email marketing in 2016: https://www.campaignmonitor.com/resources/guides/email-marketing-predictions-2016/ Summary: Hyper-targeted emails will become the norm according to Daniel Codella – ZURB Shot 5: General Tip of the Week A reminder of HubSpot’s findings on when the best time to send your email is: http://www.hubspot.com/sales/best-time-send-email-report-2015 Summary: 11am Monday through Saturday, 9pm Sunday night Wisdom: THE ONLY WAY TO WRITE A GREAT EMAIL IS WITH A CLEAR GOAL IN MIND. Shot 6: State of Inbound Item of the Week Re-visiting some interesting points/stats we’ve covered previously, for example HubSpot’s findings on why recipients unsubscribe from emails: http://research.hubspot.com/reports/native-advertising-rises-as-consumers-opt-out Shot 7: Motivation of the Week There are now so many ‘workplace collaboration’ options being used (e.g. Slack) that a lot of general work emails are getting moved to these tools. And that means there’s less competition for the Inbox: http://www.theatlantic.com/technology/archive/2016/01/what-comes-after-email/422625/ Action item: there’s actually more opportunity for email to work for you Shot 8: Resource of the Week A whole bunch of useful resources to think through: Excellent list of tips for email marketing: https://www.semrush.com/blog/better-email-marketing-results/ Email training videos and resources: http://academy.hubspot.com/email-videos-training 5 Different Types of Behavioral Emails You Can Start Sending Today: http://blog.hubspot.com/marketing/triggered-emails-marketing-automation Reallygoodemails.com – Well-designed emails in action: http://reallygoodemails.com/ Quick Answers: http://academy.hubspot.com/quick-answers Shot 9: Community Item of the Week Inbound.org threads related to Email: https://inbound.org/hub/email

Welcome to episode 19 of HubShots! Recorded: Tuesday 09 February 2016 For show notes please visit: http://hubshots.com/episode-19/ Shot 1: Inbound Thought of the Week Brian Halligan on how he is leading HubSpot now that it has moved from being a start-up to being a scale-up: https://readthink.com/scale-up-leadership-lessons-i-ve-learned-over-9-years-as-hubspot-s-ceo-39521f5b7567 Action: Preventing potholes! HubSpots Culture Code: http://www.slideshare.net/HubSpot/the-hubspot-culture-code-creating-a-company-we-love Slide 17: HubSpot Culture Code Slide 64: HubSpot Culture Code Shot 2: HubSpot feature/tip of the Week Using the Recent Conversion field: http://knowledge.hubspot.com/articles/kcs_article/contacts/list-of-hubspot-s-default-contact-properties Full working example of using it: http://xen.com.au/using-the-hubspot-recent-conversion-contact-field/ Action: Go setup a workflow so you can utilise this feature Shot 3: Challenge of the Week Having conversations with sales/people that followup leads. Keeping a track. Action: Do you on a weekly/fortnightly basis analyse leads with Sales and see if you can extract information that will help to better target campaigns? Shot 4: Opinion of the Week Sales alignment predictions for 2016: http://blog.hubspot.com/sales/sales-experts-predict-improve-sales-productivity “In 2016, sales and marketing managers will map sales and marketing processes to how prospects actually buy — from awareness to close. While CEB states that almost two-thirds of the buying decision is already made before a prospect ever makes contact with a sales team, prospects do not stop their research at that moment. Client acquisition used to be a relay race. Marketing captured the lead and then nurtured the lead part of the way. Then, Sales ran the rest of the race by themselves. The two did not need to communicate to win, they just needed to hand off the baton properly. But today, it’s a three-legged race with Sales and Marketing’s legs tied together. In the three-legged race, the prospect receives stimuli from both Marketing and Sales throughout the buying process. In order to win, a firm must have two partners with clear shared goals, a defined process, and open continuous communication.” – Chris Handy, Founder & CEO, Thinkhandy: http://www.thinkhandy.com/ Action: think about how you can make your process better… Shot 5: General Tip of the Week Instagram tips: http://blog.hubspot.com/marketing/instagram-features-tricks Action: Look and see if you can make changes that help your Instagram Shot 6: State of Inbound Item of the Week New HubSpot Research Hub: http://blog.hubspot.com/marketing/hubspot-research-hub http://research.hubspot.com/ http://research.hubspot.com/reports/native-advertising-rises-as-consumers-opt-out Why people unsubscribe from emails: Why people unsubscribe from emails Action: Review the emails you are sending out. Next episode we’ll be looking at what forms of advertising people like/dislike: What advertising do people hate the most? Notice the bottom 6 – they were the least negative e.g. Sponsored LinkedIn Posts had a very low negative response: big opportunity! Shot 7: Resource of the Week The cost of bad sales data: https://blog.kissmetrics.com/bad-data-killing-sales Action item: clean data saves sales time, reduces database sizes, makes analysis more accurate. Look at cleanup workflows. Shot 8: Community Item of the Week The best time to post on Facebook: How To Improve Facebook Engagement: Insights from 1bn Posts from BuzzSumo The best time to post on Facebook Shot 9: Podcast of the Week Foundr – Learn from Proven Entrepreneurs & Startup Founders: https://foundrmag.com/podcast-with-nathan-chan/

Welcome to Episode 18 of HubShots! For show notes please visit: http://hubshots.com/episode-18/ Welcome This episode we’re focussing on what SEO really means these days, look at trends and mention a few updates around how to approach. SEO = remarkable content, promoted well Shot 1: Inbound Thought of the Week HOW TO USE MEDIA RELATIONS TO DRIVE SEO: GINI DIETRICH [IDEAS & EXPERIENCES] http://www.inbound.com/blog/gini-dietrich-ideas-and-experiences Action: look at slideshare and watch the video and implement 1item Shot 2: HubSpot feature/tip of the Week Smart content by Preferred Language – released in the last 24 hours. Supports over 130 languages: http://www.hubspot.com/product-updates/smart-content-tailor-visitor-experience-by-preferred-language Action: Great way to test..eg. in Australia you market to Chinese and you want to show them a specific call to action Shot 3: Challenge of the Week Not knowing where to start with SEO! Start with driving business outcomes – use AdWords to test your theories! Shot 4: Opinion of the Week SEO is changing: http://blog.hubspot.com/marketing/new-era-seo Action: Read this and consider how your customers are using the various search options to search for your solutions Shot 5: General Tip of the Week Technical SEO has amazing effects: http://blog.hubspot.com/marketing/technical-seo Action: Go back to your website and check if there are things that can be improved. Use https://website.grader.com to start your journey. Shot 6: State of Inbound Item of the Week Page 23 of INBOUND report about Best-in-Class Marketing Practices: http://www.stateofinbound.com/ Leading marketers focus on ROI and reap the rewards Page 29 Quote “Leading marketers check their analytics frequently” Action item: Focus on ROI Shot 7: Motivation of the Week Although Search is much more competitive now than it was a year ago, there are still windows of opportunity e.g. the HubSpot post above – even the biggest companies can focus on SEO to get big benefits Action item: Look for the opportunities Look at Webmaster Tools as that is how Google communicates with website owners. – https://www.google.com/webmasters/tools Shot 8: Resource of the Week Keyword research: https://ahrefs.com/blog/keyword-research/ Action item: be aware of the tools and processes available for keyword research, and the value it can provide https://website.grader.com Action item: run your site through Grader so you have a quick snapshot indication of the site health https://moz.com/search-ranking-factors Action item: Be aware of the huge range of different ranking factors, but don’t get too overwhelmed. Notice how content and links are key recurring items. https://moz.com/local-search-ranking-factors – great if you are a local based business Hire a Google Trusted Photographer: https://www.google.com.au/maps/streetview/trusted/ Action item: Google Local Listing https://developers.google.com/speed/pagespeed/insights/ Action item: run your site through Google insights tool http://backlinko.com/search-engine-ranking Analysed 1 million search results: Links are of course very important, content is the key. Shot 9: Community Item of the Week https://inbound.org/discuss/what-are-the-downsides-to-reposting-existing-blog-content-to-medium Action item: be aware of other easy to use distribution channels Wrap up: The right content in the right format to the right people at the right time

Recorded: Monday 25 January 2016 For show notes please visit http://hubshots/episode-17/ Welcome We’re coming to you from St George Business Hub Chatswood: https://webapps.stgeorge.com.au/dragon-business-hub/ Shot 1: Inbound Thought of the Week How quickly the world of marketing changes… Re-reading Inbound Marketing by Dharmesh and Brian: http://www.bookdepository.com/Inbound-Marketing-Dharmesh-Shah-Brian-Halligan/9781118896655 Stands up pretty well after all these years – except for the social chapters. As opposed to the 4 Hour Work Week which has aged badly: http://www.bookdepository.com/The-4-hour-Work-Week/9780091929114 Shot 2: HubSpot Feature/tip of the Week The value of Campaigns: http://knowledge.hubspot.com/campaigns-user-guide-v2/overview-of-the-campaigns-tool-in-hubspot You can add Campaigns to social shared items retrospectively, via the Calendar Shot 3: Challenge of the Week Email from one of our listeners: Moby (@BranditoInc ) from Red Pandas: http://www.redpandas.com.au/ “My challenge and question is: Isn’t it better to use HubSpot embedded forms on our website as opposed to HubSpot landing pages for static pages on the site? My thoughts are using forms would be better for SEO for pages like contact pages and ofcourse using HubSpots landing.DOMAIN pages for PPC and campaigns. What are the advantages and disadvantages of using forms vs landing pages in my scenario?” Excellent question Moby – our responses start at the 07:13 See also, tip for embedding HubSpot forms in web sites: http://xen.com.au/hubspot-forms-rendering-issue-in-elcomcms/ Shot 4: Opinion of the Week Search engine ranking factors: http://backlinko.com/search-engine-ranking Analysed 1 million search results. Links are of course very important, but factors 3 and 4 are especially relevant: 3. We discovered that content rated as “topically relevant” (via MarketMuse),significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings. 4. Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words. Shot 5: General Tip of the Week Google Analytics Smart Goals: http://analytics.blogspot.com.au/2015/12/use-smart-goals-powered-by-google.html See also: https://support.google.com/analytics/answer/6153083#enable_smart_goals Shot 6: State of Inbound Item of the Week HubSpot Email Send Report: http://www.hubspot.com/sales/best-time-send-email-report-2015 Key takeaway: 11am Monday through Saturday, 9pm Sunday night BTW: Look at the landing page…it is very well laid out and focussed Shot 7: Motivation of the Week Event details – we’re going to add a survey for the event page to gauge what potential attendees really want. Shot 8: Resource of the Week Thinking through native advertising: http://contentmarketinginstitute.com/2016/01/native-advertising-research/ Enterprise Reporting User Guide in HubSpot > http://knowledge.hubspot.com/reports-user-guide-v2 Professional version – lite: http://knowledge.hubspot.com/reports-user-guide-v2/how-to-create-an-attribution-report HubSpot attribution report Shot 9: Community Item of the Week From Moz: https://moz.com/blog/content-marketing-tips-b2b-organizations-whiteboard-friday The need for overlapping personas. Shot 10: Podcast of the Week Perpetual Traffic by Digital Marketer – with Keith Krance: http://www.digitalmarketer.com/podcast/

Welcome to Episode 16 of HubShots! Recorded: Monday 18 January 2016 For show notes please visit: http://hubshots/episode-16/ Shot 1: Inbound Thought of the Week Action item: We’ve created a list of people we want to meeting – including listeners Action item: Plan to be there and what you want to get out of the event Shot 2: HubSpot feature/tip of the Week List of email unsubscribes: http://knowledge.hubspot.com/articles/kcs_article/email/how-do-i-export-a-list-of-unsubscribes Action item: Use it to keep your database clean Shot 3: Challenge of the Week Follow up on no new product updates – The HubCast mentioned a theory that it might be because they are focussing on product stability (after their recent outage issues). Shot 4: Opinion of the Week SEO = remarkable content, promoted well Understanding business outcomes, and providing a framework for achieving it. Action item: be more wholistic and ROI focussed when it comes to your ‘SEO projects’ Shot 5: General Tip of the Week HubSpot becoming more like Lifehacker every day… : http://blog.hubspot.com/marketing/productivity-hacks-counterintuitive Action item: Make sure you get the appropriate rest and time to relax Shot 6: State of Inbound Item of the Week p22 Revisit – Who write your marketing content? Companies are outsourcing to experts who can generate the content for them, to meet the increasingly competitive content requirements. Action item: Be realistic about the content you need (quality, format, cost) and source the best content creators (whether they be internal, or external) to achieve the results Shot 7: Motivation of the Week INFLUENCE by Robert Cialdini: http://www.amazon.com/Influence-Psychology-Persuasion-Revised-Edition/dp/006124189X The Psychology of Persuasion Example: “expensive = good” Shot 8: Resource of the Week Generating interactive content: http://www.playbuzz.com/create Some notes about interactive content: http://contentmarketinginstitute.com/2015/03/interactive-content-drive-leads/ Action item: test some of the interactive content formats Shot 9: Community Item of the Week Doing INBOUND Certification Action item: be certified as it gives you credibility and knowledge Get certified here > http://academy.hubspot.com/certification Shot 10: Listener Tip of the Week unroll.me from the HubSpot blog post about email productivity Thanks Mal Action item: check it out – it’s free! Shot 11: Podcast of the Week Conversioncast – http://podcast.leadpages.net/ – https://www.leadpages.net/library/category/conversioncast/

Recorded: Wednesday 13 January For show notes please visit: http://hubshots.com/episode-15 Shot 1: Inbound Thought of the Week 300 Days until Inbound 2016: http://hubshots.com/inbound-countdown/ Inbound 2016 Pricing will increase on Saturday: http://www.inbound.com/inbound16/register Action: Hurry – Register and save some cash! Shot 2: HubSpot feature/tip of the Week SideKick Calendar – Schedule a meeting: http://www.getsidekick.com/schedule-meeting Action: Try this as I was using calendly before Shot 3: Challenge of the Week Nothing new in HubSpot! The notification indicator has been strangely quiet ? Shot 4: Opinion of the Week 21 Content Marketing Predictions for 2016: https://contently.com/strategist/2016/01/04/21-content-marketing-predictions-for-2016/ #2. Digital agencies will replace the word “advertising” with “content” via CTRL-F in all of their outgoing vendor RFPs. —Brett Lofgren, Chief Revenue Officer #16. SEO managers and content creators will merge into the same role, rather than sitting in two separate departments. —Adam Blake, Demand Generation Manager Action: Content is where it is at. Get to the right person at the right time, Personas & buyer journey. Shot 5: General Tip of the Week Behavioural Email marketing: http://blog.hubspot.com/customers/creating-a-behavioral-email-marketing-strategy Action: Take the time to tailor your email messages to the audience they are targeted at. Shot 6: State of Inbound Item of the Week Something different to what Craig would normally read or learn about (as per Ian’s challenge last week to view something we wouldn’t normally do): http://blog.hubspot.com/marketing/business-dinner-etiquette-guide “If you’re the first person to eat bread from the basket, the etiquette is to offer the bread basket to the person on your left and then begin passing the bowl around the table to the right.” Action: remember this! Shot 7: Motivation of the Week My Blinkist item: Highlighted in The Business Romantic : Give Everything, Quantify Nothing and Create Something Greater Than Yourself Case in point: The author invited 15 people for a dinner called the “15 Toasts” during the World Economic Forum. His guests were leaders in the private sector, government and civil society, and they were all total strangers to each other. Not for long, though. The author asked each guest to offer a toast that answered the question: What is a good life? The toasts began slowly but the guests soon rose to the occasion. Rather than forcing 15 strangers to discuss prearranged topics, this dinner gave them the opportunity to engage as human beings. One guest remarked that it was the first dinner he’d been to where he didn’t know anyone, yet left feeling genuinely connected with every single guest. Shot 8: Resource of the Week An example of how detailed and targeted you can get with Facebook marketing: http://www.jonloomer.com/2016/01/08/evergreen-facebook-ad-campaign/ Action: Be aware of the power and richness of Facebook. Shot 9: Community Item of the Week What is in development at HubSpot: https://hubspot.uservoice.com/forums/76407-general-hubspot-ideas/status/617218 Action: review and vote for items you find valuable Shot 10: Listener Tip of the Week Thanks Adam! Uptime Robot: https://uptimerobot.com/ Action: Signup and use this to monitor up to 50 websites. Shot 11: Podcast of the Week Overload… no new podcast this week – just focussing on the podcasts we are already listening to! Ian’s Favourites: The HubCast: http://www.thesaleslion.com/hubcast-podcast/ PNR: This Old Marketing: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ HubSpot To Go: http://www.togo.fm/ Craig’s Favourites: PNR: This Old Marketing: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ The HubCast: http://www.thesaleslion.com/hubcast-podcast/ Content Sells Podcast: http://contentsellspodcast.com/

Welcome to HubShots Episode 14 Recorded: Monday 04 January 2016 For show notes please visit: http://hubshots.com/episode-14 Welcome Happy New Year Shot 1: Inbound Thought of the Week 44 weeks to go until Inbound 2016 :-) 8-11 November 2016: http://www.inbound.com/ Facebook Marketing with Mari Smith ( @marismith ): http://www.inbound.com/blog/mari-smith-ideas-and-experiences 3 critical trends: 1. Disrupting TV and video. Native video has the best reach. 2. Huge emphasis on messenger for business. 3. Brand story telling. People centric. Action item: use FB for your business if the people you sell and do business with are on that channel Shot 1a: Self-promotion Item of the Week ? Our event for Marketing Managers is coming soon (TBC: 23 Feb 2016) Shot 2: HubSpot Tip of the Week Personalising the email send name and email address in HubSpot Note: the HubSpot KB is incomplete: http://knowledge.hubspot.com/articles/kcs_article/email/how-do-i-personalize-the-from-name-and-address-in-an-email You don’t really need to add the extra fields if you have the Hubspot Owner set up properly. Instead: set the From name and Email address to be: {{contact.hubspot_owner_id}} HubSpot email personalisation It will automatically insert the name or email address depending on what field it is placed in. In the subject line it uses the name You may need to add it as an option using the Add/Manager first – and you can set a fallback there as well Action item: Make it personal and make sure you have the Hubspot Owner set Shot 3: Challenge of the Week Can’t measure form submits by device type Not even in the Reporting Add-on Only workaround is to use smart content to display a different form based on device type. But this won’t work if you are already using smart content to display a different form (e.g. customers seeing a different form than new leads). Action item: Need to use Google Analytics to dig into those stats. Shot 4: Opinion of the Week http://observer.com/2015/06/how-to-be-efficient-dan-arielys-6-new-secrets-to-managing-your-time/ Action item: We need to Focus and not check email & FB before doing the critical things Shot 5: General Tip of the Week Future Watch: Expert Talks Social Media Ideas for 2016: http://contentmarketinginstitute.com/2015/12/social-media-ideas-2016/ CCO: How can marketers better connect social to sale? Ian Cleary: Marketers need to become one with the social sales funnel. (Is it possible we’re still talking about funnels?) It seems a basic piece of advice, but too few social media marketers have mastered it. Shot 6: State of Inbound Item of the Week Nothing specific to mention this week…have a look at something that you would not usually look at for next episode. Pick a topic from: http://www.inbound.com/inbound15/speakercontent or http://www.inbound.com/blog/topic/speaker-videos Shot 7: Motivation of the Week New Year…we have changed what we do at the start of every day. The Passion Planner: http://www.passionplanner.com/ Action item: Focus on what you do…. Shot 8: Resource of the Week Blinkest: https://www.blinkist.com/en/ Shot 9: Listener Tip of the Week Standing Desk: http://au.varidesk.com/ – Varidesk Shot 10: Podcast of the Week Hubspot Academy BROADCAST – Inbound Learning Broadcast – Videos: https://academy.hubspot.com/broadcasts Shot 12: Example of the Week The Most Liveable Cities in the World: http://www.economist.com/blogs/graphicdetail/2015/08/daily-chart-5 Good example of a blog post providing value, but also leading a visitor to a landing page and form for entering details: http://www.eiu.com/public/topical_report.aspx?campaignid=Liveability2015 The content of the blog post itself is interesting and shareable (e.g. Australia has 4 of the top 10 most liveable cities) and then encouraging an interested person to further move down the buyer’s journey.

Recorded: 29 December 2015 For show notes please visit: http://hubshots.com/episode-13 Welcome We’re halfway to being credible: http://contentmarketinginstitute.com/2015/11/podcasting-trend-tips-tools/ “About 50% of podcasters who start will quit when they hit episode seven,” he says. “Then 50% of those remaining will quit by the time they hit episode 23. If they make it beyond the 25-episode show mark, they have a pretty good chance of lasting two years.” Our next goal: get to episode 26! Action item: ship it! Shot 1: Inbound Thought of the Week 45 weeks to go until Inbound 2016 8-11 November 2016: http://www.inbound.com/ Action item: start planning your learning activities for 2016 Shot 2: HubSpot feature/tip of the Week Don’t neglect workflows: http://knowledge.hubspot.com/workflows-user-guide-v2/how-to-set-up-a-workflow-in-hubspot From Sep 2012, updated Oct 2015: http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx Action item: Ensure workflows are a key part of your marketing process. Review your existing workflows, and use them to improve the quality of your database. Shot 3: Challenge of the Week Challenge your hunches From June 2015: https://www.distilled.net/resources/your-hunch-is-probably-wrong-the-importance-of-testing/ Sam Nemzer – Hierarchy of evidence for digital: Test your hunches Action item: review the assumptions you’ve made previously and consider re-testing them e.g. Facebook Advertising, Content Strategy, Persona definitions Shot 4: Opinion of the Week http://mashable.com/2015/12/18/content-marketing-predictions/ From the list: #9. Focus will shift from engagement to goal-based outcomes “Over the last twelve months, we’ve seen marketers start to focus away from traditional publisher-centric metrics (page views, uniques, likes) to engagement metrics (attention minutes!). But next year we will see another significant shift to goal-based metrics. For most marketers, this means measuring conversions. Whether it’s a lead capture or signing up for sweepstakes/emails/coupons, conversion-based content marketing will get us closer to the holy grail of real marketing ROI; the ones that can measure multi-touch attribution will win.” Action item: for 2016 review your KPIs and make them based on conversions Shot 5: General Tip of the Week From Jan 2014: https://raventools.com/blog/meta-descriptions-how-to-guide/ Action item: the start of the year is a good time to review all the page Titles and meta descriptions for your site pages Shot 6: State of Inbound Item of the Week State of Inbound 2016: http://www.stateofinbound.com/ Content Marketing in Australia 2016: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ Action item: review the reports Shot 7: Motivation of the Week https://moz.com/rand/my-complicated-relationship-with-no-longer-being-ceo/ Action item: be honest about your strengths and weaknesses, get help where you need it, excel where you don’t Shot 8: Resource of the Week Raven Social Checklist: https://raventools.com/socialchecklist/ HubSpot daily checklist: http://blog.hubspot.com/customers/social-media-daily-checklist Action item: choose the 2 or 3 social channels you are going to focus on (based on data), and do them well Shot 9: Podcast of the Week HubSpot To Go – http://www.togo.fm/ Shout out to Chris Mottram – http://www.mottrammediagroup.com/ Get your sticker – we have a few left – leave your address, or don’t (allows us to get to know you better): http://hubshots.com/contact/

For show notes please visit: http://hubshots/episode-12/ Recorded: Monday 21 December 2015 Welcome This is our second last show for the year. We’ve made it through 2015! Shot 1: Inbound Thought of the Week There are 46 weeks until Inbound 2016. Next Inbound: 8-11 November 2016 Visit the website @ http://www.inbound.com Shot 2: HubSpot feature/tip of the Week How to make Outlook emails look more presentable: http://blog.hubspot.com/marketing/prepare-emails-outlook-tricks See also, Email on Acid’s guide to emails for Outlook: https://www.emailonacid.com/blog/article/email-development/removing_unwanted_spacing_or_gaps_between_tables_in_outlook_2007_2010 Shot 3: Challenge of the Week Being consistent with getting the podcasts up each week. Shot 4: Opinion of the Week Mobile-heavy Facebook ads make search work harder: http://insights.fb.com/2015/12/09/measuring-campaign-effectiveness-making-search-work-harder/ “People exposed to Facebook ads were significantly more likely to search for more cost-effective branded keywords and, in some cases, less likely to search for more expensive unbranded keywords.” “People who saw Facebook ads were more likely to search and click through to an advertiser’s website, with campaigns experiencing an average 6.3% lift in mobile search traffic compared to an average .9% lift on desktop.” Shot 5: General Tip of the Week Content Curation for Marketers – The Definitive Guide: http://www.siegemedia.com/content-curation “Content curation is organizing and presenting external, valuable content in a particular niche and presenting that to a defined user base in a compelling way, with the goal of building an audience over time.”— Joe Pulizzi “Summarized, effective content curation highlights amazing content readers have never seen, in a way that also adds value and impresses the original source.” – Ross Hudgens Two key takeaways: 1. Find unseen valuable stuff and share it immediately 2. Use custom description when sharing that adds value Shot 6: State of Inbound Item of the Week Content Marketing In Australia 2016: Benchmarks, Budgets & Trends report: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ Of 3714 respondents, 146 were from Australia, which is where the data comes from. On page 12 of the report, it says that 57% of effective marketers meet daily or weekly. Action item: focus on communication with your team, sales, and external agencies On page 14 of the report, it says 87% will produce more content this year, 11% say they’ll produce the same amount. On page 26, 58% say they will increase content marketing spending in the 12 months. Action item: Be aware your competitors are increasing their content marketing investment, and you should consider whether you need to be doing the same. It’s important to build an audience – focusing on quality instead of quantity works better for retention. It’s good to measure success and effectiveness of certain campaigns. Shot 7: Resource of the Week Marketing lessons by Google Primer iOS app: https://itunes.apple.com/au/app/primer-marketing-lessons-from/id918628107?mt=8 Action item: Check out the app Tool that helps with conversions/popups: http://www.leadpages.net/library/ They provide a lot of free resources to help you market your business. Shot 8: Listener Tip of the Week Hotjar, a new and easy way to understand web and mobile site visitors: https://www.hotjar.com/ Shot 9: Podcast of the Week This Old Marketing by Joe Pulizzi and Robert Rose, about content marketing and adding value: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ Sign off: see you next week for our last show of the year

Recorded 15 December 2015 Show notes are available here: http://hubshots.com/episode-11/ In this episode we cover: Welcome Our second podcast recording in the same location (usually it is all via Skype) We have some ‘limited edition’ stickers. To get a free sticker simply leave us a note on the Contact page with your mailing address and we’ll send you one. Shot 1: Inbound Thought of the Week Good Content versus Good Enough Content – Inbound talk by Ann Handley: http://www.inbound.com/blog/ann-handley-ideas-and-experiences Some key takeaways: Challenges the notion that quality is automatically counter to quantity Biggest missed opportunity: playing it too safe No slides though, plus leaving a comment completely refreshes the page and starts the video again. Action item: make sure your video embeds provide a good user experience I like how she uses MailChimp as an example… at a HubSpot conference. Be bolder with our stories. Be the Voice in your industry Shot 2: HubSpot feature/tip of the Week Eventbrite integration notification in HubSpot – although I’m not sure if this is new or not? KB is from October: http://knowledge.hubspot.com/articles/kcs_article/integrations/how-to-connect-hubspot-and-eventbrite A/B testing workflows: http://blog.hubspot.com/customers/a-b-test-workflows-and-automated-emails See my comment at the end of the post Action item: there’s alway multiple ways of doing things Split testing in general – split your lists using the last digit of Contact ID (eg one list with even numbers, another with odd): Simple HubSpot list splitting tip Action item: Don’t under-estimate your brand, and Split testing email newsletter list: Always be testing! Shot 3: Challenge of the Week Not saying ‘hmmm’ all the time :-) Trying to match HubSpot conversions with analytics: Trying to drill into AdWords details in HubSpot is difficult: http://knowledge.hubspot.com/articles/kcs_article/reports/why-do-i-see-auto-tagged-ppc-and-content-network-adsense-or-other-in-the-paid-search-section-of-the-sources-report Solution: Tested using url parameters in AdWords ads as well as keeping AdWords/Analytics linking: https://support.google.com/adwords/answer/1704341?hl=en-AU Shot 4: Opinion of the Week Really interesting: HubSpot purged their email subscriber list: http://blog.hubspot.com/marketing/blog-subscriber-graymail-purge Interesting prediction: http://contentmarketinginstitute.com/2015/12/content-marketing-predictions-2016/ “I predict the emergence of ‘TweetRank.’ As sign-up growth slows, Twitter will boost its stock price by making ads more prominent. That means making some tweets less prominent. To decide which tweets get which treatment, there will be an algorithm. – Andy Crestodina, strategic director, Orbit Media Studios” Shot 5: General Tip of the Week Google’s new accelerated mobile pages (AMP): http://www.searchenginejournal.com/google-to-roll-out-accelerated-mobile-pages-to-everyone-get-your-content-ready-now/146743/ Action item: investigate whether this could be beneficial for your business Shot 6: State of Inbound Item of the Week Content Marketing Institute Content Marketing Research 2016 report http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ 3714 respondents, 146 in Australia p8 only 28% say they are effective – the rest said they were neutral or not effective p12 57% of the most effective marketers meet daily or weekly p13 64% say meetings are valuable Shot 7: Motivation of the Week Get a sticker! http://hubshots.com/contact/ Shot 8: Resource of the Week This is awesome: Content Curation mega practices: http://www.siegemedia.com/content-curation More on this next week. Shot 9: Podcast of the Week The Readitfor.me OneBook Podcast: https://itunes.apple.com/us/podcast/readitfor.me-onebook-podcast/id973527627?mt=2 HubCast: http://www.thesaleslion.com/hubcast-podcast/ Get your stickers! http://hubshots.com/contact/

Welcome to Episode 10 of HubShots! Recorded: Tuesday 08 December 2015 For show notes please visit: http://hubshots.com/episode-10/ Welcome Our first podcast recording in the same location (usually it is all via Skype) Shot 1: Inbound Thought of the Week Inbound lives on because we are getting emails notifying us of new Inbound talks that were recorded at the conference being made available on the site. eg: Don't Feed the Racists: Merredith Branscombe: http://www.inbound.com/blog/merredith-branscombe-bold-talks Shot 2: HubSpot feature/tip of the Week Understand how HubSpot buckets together traffic in the sources report: http://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report#detailed_rules e.g. be careful when setting the ute parameters from paid search e.g. if you use banner or cpm (instead of cpc or ppc) as the medium they will get bucketed into Other instead of Paid Search Shot 3: Challenge of the Week Setting up for this recording Shot 4: Opinion of the Week We look at the trends highlighted from three main industry leaders: 1: http://www.forbes.com/sites/jenniferrooney/2015/11/20/the-five-marketing-trends-cmos-can-no-longer-ignore-in-2016 Jim Lecinski, VP Americas Customer Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will strengthen next year and beyond. More on IoT but kinda vague: https://www.salesforce.com/blog/2014/03/internet-of-things-marketing-impact.html http://www.marketo.com/assets/uploads/The-Marketing-Power-of-The-Internet-of-Things.jpg http://www.salesforce.com/au/crm/internet-of-things/ Remember Growth Driven Design: http://hubshots.com/episode-1/ 2: Interesting predictions: http://news.microsoft.com/features/from-ai-and-data-science-to-cryptography-microsoft-researchers-offer-16-predictions-for-16/ Lili Cheng Distinguished Engineer & General Manager, Microsoft Research NExT @lilich How would you complete this sentence: 2016 will be the year that… "'More kids’ first jobs will be virtual rather than in a physical place. Over time, this will cause us to rethink the way we work, and the way we design our physical cities, neighborhoods and local communities." Action items: Marketing managers need to be prepared to use remote resources in the future http://marketingland.com/data-analytics-2016-industry-experts-weigh-153793 Justin Cutroni: Author, Analytics Evangelist at Google HubSpot CRM is a very simple example of this - pulling in 3rd party data to enrich your own data. Google Analytics can import offline data sets into analytics, but make sure the data is not personally identifiable: https://support.google.com/analytics/answer/2838984?hl=en&utm_id=ad Look-alike audiences is another example of your own data being used with 3rd party data to provide access to more potential customers: https://www.facebook.com/business/help/164749007013531 Our own observations on 'trends': 1: Marketing managers are using personas and workflows more - they've known the concept for a while, but the trend is that they are now actually spending the time to craft and act on them. 2: Trend - marketing is acquiring or keeping a customer, not just leads - end to end visibility 3: The push for ROI trend 4: Finally, brace yourself for the ‘content marketing is dead’ trend eg: http://www.inc.com/yoav-vilner/content-marketing-is-dead-long-live-interactive-content-marketing.html Shot 5: General Tip of the Week Take away: think about what worked and how you can multiply that effect in 2016. Shot 6: State of Inbound Item & Resource of the Week Impress your boss: http://www.hubspot.com/marketing-statistics Shot 7: Resource of the Week Getting your marketing plan in place for 2016: http://blog.hubspot.com/marketing/content-marketing-plan

Welcome to Episode 9 of HubShots! Recorded: Tuesday 01 December 2015 For show notes please visit: hubshots.com/episode-9/ Welcome HubSpot issues: http://trust.hubspot.com/?p=1659 What is your business continuity plan? Do you actually know? Shot 1: Inbound Thought of the Week Is it possible to do your 10,000 hours in inbound marketing? https://en.wikipedia.org/wiki/Outliers_(book) http://gladwell.com/outliers/the-10000-hour-rule/ By the time you get to 10,000 hours the whole industry has changed… Take away: don’t get too fixated on practicing 10,000 hours of tactics, instead practice adding value – if you’ve done 10,000 hours adding value to your company then you well on the way to being a master Shot 2: HubSpot Feature/tip of the Week Workflow tips: Test option in Workflows – you can test receiving all the emails in a workflow Setting Lifecycle stages in workflows – need to clear a lifecycle stage if you want to downgrade it Workflow branching prompt – if adding or deleting a branch option: HubSpot Workflow Delete Branch options btw did you know the Lifecycle stage is automatically set to ‘Lead’ if a person fills in a form: http://knowledge.hubspot.com/forms-user-guide-v2/how-to-set-lifecycle-stage-with-a-form Some good workflow examples: http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx Action item: what workflows are you using? If none go build one and point them to the workflow resource on Hubspot blog. Shot 3: Challenge of the Week A follow up to Brendon’s challenge of the week Contact details getting overwritten: http://sales.hubspot.com/knowledge/contacts-companies/article/why-was-my-contacts-email-address-overwritten: Action item: Be aware of the power and danger of forms using cookies Shot 4: Opinion saving for EP10 Join us next episode for a discussion around marketing trends. Shot 5: General Tip of the Week A/B testing is dangerous: http://kadavy.net/blog/posts/aa-testing/ Lies, damned lies and statistics… Action item: Be aware of the misleading possibility of statistics Shot 6: Listener Tip of the Week Have you got a tip of the week? We are inviting listeners to send us their own tips, and if really good we’ll mention you and your tip on the show. Please leave a comment below, use our Contact form, or tweet us with #hubshots Shot 7: State of Inbound Item of the Week CMI Australian Content Marketing Report Item of the Week http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ Caveat: 3714 respondents, 146 in Australia p6 81% of marketers say they use content marketing (down from 89% last year) p15 92% use social media content as part of their content marketing tactics p17 86% use LinkedIn, 79% Twitter, 76% Facebook Shot 8: Motivation of the Week More from the CMI report: CMI Australian Survey Maturity Level p7 only 3% of marketers describe their content marketing maturity level as ‘sophisticated’. 27% said ‘mature’ Action item: the majority of marketers are still getting to grips with their content marketing, so you have an advantage if you can mature quickly Shot 9: Resource of the Week Moz Cotent Marketing Guide: https://moz.com/beginners-guide-to-content-marketing https://d2eeipcrcdle6.cloudfront.net/guides/content_strategy_template.docx Shot 10: Community Item of the Week Content Sells Podcast – Suzi Dafnis and Michelle Falzon: http://contentsellspodcast.com/11-step-2-secret/ “The Step 2 Secret basically works on the premise of providing the next step to your ideal customer right in the moment of their greatest interest or need.” Basically: optimising your thank you pages to have ideal ‘next steps’ Action item: Make sure you listen to the episode and download their 10 examples PDF. Finale: it all comes back to value…as we said at the start this is all about your 10000 hours on practice providing value…

Welcome to Episode 8 of HubShots! Recorded: Tuesday 24 November 2015 For show notes please visit: http://hubshots.com/episode-8/ In this episode we cover: Welcome Shot 1: Inbound Thought of the Week Daniel Pink: Information asymmetry where the seller has more information. Seller beware: Buyers have more power than ever to research and make decisions long before they reach out to a vendor. Buyer beware: Sellers have access to more details about your activity, demographics and habits than you can imagine. Shot 2: HubSpot Feature of the Week Create tracking url in tracking url builder and it gives you the AdWords template as well. HubSpot URL Builder with AdWords Template eg {lpurl}?ads_adid={adgroupid}&ads_cmpid={campaignid}&ads_creative={creative}&ads_kw={keyword}&ads_matchtype={matchtype}&ads_network={network}&ads_targetid={targetid}&utm_campaign=HubShots&utm_content=text&utm_medium=search&utm_source=ppc&utm_term=hubspot Shot 3: Challenge of the week Thanks to Brendon for sending in his challenge: HubSpot forms and cookies. Shot 4: Opinion of the Week Craig has a mini-grumble: Why are webinar recordings so bad? Even HubSpot’s webinar recordings (i.e. that you can watch later) are really bad – terrible audio quality, grainy video etc. Why don’t they record them in high quality? If you prepare webinars there is a big opportunity to stand out from your competitors Action item: Focus on audio quality in your next webinar Shot 5: General Tip of the Week Paid only landing pages (e.g. sending someone to a landing page from Twitter) Use HotJar for viewing heatmaps: https://www.hotjar.com/ How to see what #tags are being used and is relevant for Instagram: http://websta.me/search/hubspot Organise your resources page e.g. see how much opportunity there is to guide a visitor as to what is most useful for them Shot 6: State of Inbound Item of the Week p71: What Sources of Information Do You Rely on When Making Purchase Decisions for Business Software? Salespeople’s credibility is at an all-time low: Business purchase decision sources of information Shot 7: Content Marketing Institute Report Item of the Week Content Marketing In Australia Report 2016: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ 3714 respondents, 146 in Australia p4: 46% of Australian marketers have a documented content marketing strategy (up from 37% last year) p5 top challenge: 69% say creating engaging content is their top challenge. 55% said consistency was a challenge. i.e. creating the right type of content is harder than creating it consistently Shot 8: Motivation of the Week Amazing: http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/ YouTube: https://www.youtube.com/watch?v=dBnpr3pkFlk Action item: Be realistic. Understand what content you have is working

Welcome to Episode 7 of HubShots! Recorded: Tuesday 17 November 2015 Full show notes are here: http://hubshots.com/episode-7/ In this episode we cover: Welcome Only 12 days to Cyber Monday - thanks to the HubSpot countdown timer: http://www.hubspot.com/holiday Craig loved Spectre, but couldn’t think of a way to relate it to inbound marketing :-) So we avoided the contrived ‘What The Hunger Games Taught Me About Personal Branding’ clickbait style posts... Shot 1: Inbound Thought of the Week focusing on results instead of activity Management often focuses on activity instead of results: http://www.itsma.com/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/ "Just nine percent of CEOs and six percent of CFOs leverage marketing data in this manner. The reason? Marketing dashboards report marketing activity rather than business outcomes, as marketers cling to performance metrics to continuously justify budgets and resource allocations—when instead they should show how marketing moves the needle on topline growth or profitability." Shot 2: HubSpot Tips of the Week Page Performance tool is back under Reports (and the Landing page links have gone from 2 to 1) Campaigns screen -> Notify Teammates Shot 3: Challenge of the Week A discussion around 'activity' versus 'results' Solution: conversation about quality of leads, how to increase conversion Further reading: http://xen.com.au/analytics-and-the-reporting-life-cycle/ Action item: move the discussion from keywords > conversions > $ Shot 4: General Tip of the week How to turn on SSL on your HubSpot website If you would like to avail of the SSL functionality, you must request it via this form: http://www.hubspot.com/request-ssl Adding SSL does require DNS changes for your website in addition to other technical set-up actions. So this process may take up to four weeks to complete as a result of the very high demand for this functionality.. Action item: Considerations related to moving to https:// Ensure redirects are out in place (ie 301 redirects) Be aware that social share counts will be affected Shot 5: State of Inbound Item of the Week State of Inbound Report: http://stateofinbound.com p18 and bottom of p20. Emerging trends: Inbound works across B2B, B2C, and non profit sectors. Shot 6: Motivation of the Week Gary Vaynerchuk (@garyvee): https://medium.com/@garyvee/stop-asking-me-about-your-personal-brand-and-start-doing-some-work-57d67316986a Also follow @vaynermedia Action item: Work hard Shot 7: Resource of the Week Proposal tools - from the HubSpot blog by Jami Oetting (@jamioetting): http://blog.hubspot.com/agency/proposal-tools Shot 8: Tool of the Week Proposify (@Proposify) - good ebook about proposal stats: http://proposify.biz/guide-to-the-perfect-proposal proposals delivered in 4 days re 11% more likely to close winning proposal had 1-2 fees, 5 pages, 4 sections Insight: reminder about sales teams spending way too much time on busy work Action item: marketing can help with 'sales enablement' ie making sales more productive

Welcome to Episode 6 of HubShots! Recorded: Tuesday 10 November 2015 Spectre opens this week – Craig is excited. Emojis versus Emoticons (I got the terms confused last week!) In this episode we cover: Shot 1: Inbound Thought of the Week Triple Lead Flow by Lisa Toner - Nurture the relationship. - Invite to guest post. - Share their content. - Become an advisor. - Re-promote the campaigns. Shot 2: HubSpot feature/tip of the Week Where is the HubSpot Content Calendar? -> How do you usually get to it? Ahhhhh, so that’s what that calendar icon is for :-) Shot 3: Challenge of the week We are challenge-less this week. Let us know your challenges. Shot 4: Opinion of the Week Tech Industry trends: http://www.businessinsider.com.au/michael-wolf-predicts-what-will-happen-in-the-tech-industry-in-2016-2015-10 A useful read for marketing managers about the trends in the tech e.g. how much attention is captured by messaging Craig’s favourite slides: 9, 54, 129, 130, 132 Instant messaging is more popular than social media in the APAC: According to a recent eConsultancy roundup post, messaging has surpassed social media in popularity in the Asia-Pacific. APAC mobile-first markets showed particularly high daily usage of instant messaging. China (69%) and Malaysia (77%) stand in stark contrast to the UK (39%) and the US (35%). If your brand is active in the APAC, finding ways to integrate your social channels with messaging apps will become more and more vital in the coming year. http://simplymeasured.com/blog/top-10-social-stats-this-week Wee chat example Shot 5: General Tip of the week Thinking time outside of your space… Take time out and go help someone who does something totally different Shot 6: State of Inbound Item of the Week p22 the increasing use of freelancers and outsourcing Marketing content creation no longer limited to in-house writers From the report: “According to the tenets of inbound marketing, marketers should createcompellingcontent that re ects their company’s voice and brand while helping the consumers of this content turn into website visitors, leads, and customers. However, the people capturing that unique voice and providing that value don’t always need tobe your own employees. This year’s data showed an increase in the number of respondents who indicated they use freelancers and agency partners for content creation.” Content outsourcing trends Ian – yokohama example Sales p65-67 Sales challenges: #1 is manual data entry From the report: “While executives identify manager non-adoption as the most pressing hurdle, managers themselves report lack of integration with other tools, with manual dataentry close behind. At the lowest level, the number one issue for salespeople was manual data entry. Considering that reps are primarily responsible for data entry, this is not surprising. However, manual data entry was also the most pressing challenge at the VP/ director level, which might raise some eyebrows. Keeping in mind the high ranking of manual data entry at three out of four levels within the sales organization, sales teams would be wise to either adopt a CRM with more streamlined and automatic data entry, or simplify the data input process in their existing system.” Shot 7: Motivation of the Week HubSpot results? : http://ir.hubspot.com/investors/news-and-events/press-release-details/2015/HubSpot-Reports-Strong-Q3-2015-Results/default.aspx Grew total customers to 16,854 at September 30, 2015, up 35% from September 30, 2014. Shot 8: Resource of the Week Facebook Advertising tips: https://moz.com/blog/10-things-ive-learned-while-learning-facebook-ads My client from a few episodes ago who didn’t want to try Facebook advertising: they now have more than 1000 people in the Custom Web Audience – indicating that it is a channel worth testing

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

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

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…

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

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