Hubshots - The Unofficial Down Under Hubspot Podcast

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

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 lead

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

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 an

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 li

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 sitt

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 reall

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: Ens

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-effe

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 Eventbri

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 f

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 W

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: Hu

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

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

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 on

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 re

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 (previous