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: Monday 19 December 2016 | Published: Friday 23 December 2016
Thinking back on 2016 and some of the key inbound learnings:
Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem”
http://hubshots.com/episode-40/
It has fundamentally changed our approach to everything - in business and in personal activities as well
Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it. But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner.
Craig’s favourite new items in 2016:
Ian’s favourite new feature in 2016:
Paul’s (in Craig’s office) favourite feature:
Analysing content in HubSpot:
A look at:
Planning for the new year should include some analysis of what is new, but also what isn’t changing.
First, a look at 2016 in terms of marketing and what is changing:
https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/
Thinking about what ISN’T going to change in the next few years.
Recall Jeff Bezos’ advice:
https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change
“I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time. … [I]n our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. They want fast delivery; they want vast selection. It’s impossible to imagine a future 10 years from now where a customer comes up and says, ‘Jeff I love Amazon; I just wish the prices were a little higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little more slowly.’ Impossible. And so the effort we put into those things, spinning those things up, we know the energy we put into it today will still be paying off dividends for our customers 10 years from now. When you have something that you know is true, even over the long term, you can afford to put a lot of energy into it.” ― Jeff Bezos
What things will remain constant for your customers?:
Here’s two quick thoughts for ways you can combine the two:
Paul Roetzer discusses AI in marketing:
http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine
[youtube https://www.youtube.com/watch?v=G6-fQznbowY?rel=0&w=640&h=360]
Makes you realise why Dharmesh is pushing Growthbot so hard - it is just the beginning…
If you have an Enterprise license of HubSpot you have Predictive Lead Scoring - where HubSpot uses its own models to lead score contacts
Quill Engage will use natural language to describe your Google Analytics - sign up for a free account to give it a spin:
https://www.narrativescience.com/quill-engage
IBM Watson is driving AI based products:
Eg their Customer Support tool is an example of where the industry is heading:
https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top
Interviews with 7 Marketing Experts from HubSpot Sydney
60+ pages of marketing guidance from seven of Australia’s most successful marketers.
http://hubshots.com/the-hubspot-interviews
We will be updating this in 2017 with more information!
"Christmas is doing a little something extra for someone."
~ Charles M. Schulz