HubShots Episode 86: WhatsApp Spam, HubSpot sub-workflows, HubSpot Sales Deal pipelines

Welcome to Episode 86 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the show here: https://soundcloud.com/hubshots/086-whatsapp-spam-hubspot-sub-workflows-hubspot-sales-deal-pipelines

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 17 May 2017 | Published: Friday 26 May 2017

Shot 1: Inbound Thought of the Week

A few ruin it for the many - WhatsApp group spam.

We’ve had to remove the WhatsApp Group link - and changed it back to requesting access here: https://hubshots.com/whatsapp/

Which makes us think of ‘value’ and the importance of providing value first.

Craig was listening to a podcast where one of the hosts recommended promoting his services in as many LinkedIn groups as possible, he keeps hitting them until he gets banned.

This is what gives marketers a bad name.

One of the key differentiators of inbound marketing and inbound sales is: provide value first. It’s the only reliable long term strategy that we’ve found.

And speaking of inbound…

… the HubSpot State of Inbound 2017 report is now available to everyone:

http://www.stateofinbound.com/

They have regional specific versions as well eg EMEA

But they are almost identical - only difference is some of the call out items eg on page 7:

Versus

We’ll be discussing some of the key takeaways in upcoming episodes (starting ep 88).

Shot 2: HubSpot Marketing Feature of the Week

See episodes 84 and 85 for our discussions on using workflows and sub-workflows.

Also listen to Moby’s episode on typical workflows he sets up for customers: https://www.redpandas.com.au/ep63

Practical example of calling sub workflows

Setting contacts who submit forms to be Subscribers instead of Leads

Typical scenario: you have a simple notification form eg notify me of updates (eg new courses coming out). These contacts aren’t putting their hand up to be considered as leads, instead they are just a subscriber.

By default HubSpot will set any new contact who fills in a form to be a Lead.

A recap on HubSpot lifecycle stages: https://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages

A few methods:

1. Set the Lifecycle as a hidden field on the form eg: https://knowledge.hubspot.com/forms-user-guide-v2/how-to-set-lifecycle-stage-with-a-form but this can be problematic if an existing contact that may already be a MQL or higher
2. Create a workflow that checks existing Lifecycle stages and only sets back to Subscriber if meets conditions (Eg not already an MQL etc)

Example workflow steps:

And set the Workflow to drop out if any of the conditions are met:

And then you can simply call this workflow from any of your other workflows (eg a notification form submit workflow):

Shot 3: HubSpot Sales Feature of the Week

Multiple Deal pipelines:

https://www.hubspot.com/product-updates/create-multiple-deal-pipelines-in-hubspot-crm

Eg we have separate pipelines for Project work versus Retainer work:

Bonus: you can easily change a pipeline on a deal (even closed deals) and it will retain comments against Won and Lost stages.

Tip: you will have to go through your Views and update the Active Deal views with the additional stages.

Shot 4: HubSpot Sales/Marketing Request of the week:

Add Deal properties as personalisation items that can be added in internal emails.

https://community.hubspot.com/t5/HubSpot-Ideas/Add-deal-properties-to-email-personalization/idc-p/15071#M2287

BTW what is up with the look and feel of the HubSpot Community site?: https://community.hubspot.com/t5/HubSpot-Ideas/idb-p/HubSpot_Ideas

After the beautiful user experience of the HubSpot product itself, the Community site is quite jarring with its ugly fonts and styling… looks like the site isn’t enabling the Avenir Next fonts.

Shot 5: Opinion of the Week

Don’t be Stupid

https://qz.com/967554/the-five-universal-laws-of-human-stupidity/

Every industry, group, race, demographic, etc has it’s (often large) share of stupid people.

However, it can also be across different parts of an individual’s life eg they are intelligent in some areas, but stupid in others.

Takeaway: always be mindful of the areas you are potentially ‘stupid’ in.

Key example: a new area of marketing where you jump in without the proper reading, training, testing, and cause damage to yourself and others.

Shot 6: Creative Top 10 of the Week

10 creative ideas for: Increasing engagement with existing customers

1. Send them a thank you hand written card in the mail
2. Invite customers to a fun event like bowling/go karting
3. Share information related to their interest, if cars then something like latest Audi to be released!
4. Share industry insights
5. Send them an unexpected gift, like a hamper, simple device (Eg backup drive)
6. Organise to take them out to lunch once a year and hear about what they are doing and how they are traveling
7. Do net promoter score surveys on your customers every 3-6 months. http://academy.hubspot.com/projects/customer-projects-net-promoter-score-survey
8. Look for businesses your know that would be ideal clients and introduce them
9. Call them every month to check progress
10. Share with them a tool you are using that has saved you time or effort

Shot 7: Podcast of the Week

Interview with Charles McKay on Inbound Agency Podcast:

https://www.doinbound.com/inbound-agency-journey/how-to-build-a-hubspot-platinum-partner-agency-charles-mckay-synx

Good chance for marketing managers to hear the agency perspective about what agencies attempt to do for companies, and where the problem points arise.

Shot 8: Resource of the Week

10 Myths about Machine Learning

https://medium.com/@pedromdd/ten-myths-about-machine-learning-d888b48334a3

Myth: Simpler models are more accurate.

This belief is sometimes equated with Occam’s razor, but the razor only says that simpler explanations are preferable, not why. They’re preferable because they’re easier to understand, remember, and reason with. Sometimes the simplest hypothesis consistent with the data is less accurate for prediction than a more complicated one. Some of the most powerful learning algorithms output models that seem gratuitously elaborate — sometimes even continuing to add to them after they’ve perfectly fit the data — but that’s how they beat the less powerful ones.

Shot 9: Quote of the Week

For the overachievers out there: Your mantra is likely, ‘What else can I do today?’ Consider replacing that for a week with, ‘What can I do less of today?’ and see what happens.

• Tad Hargrave

Aim to simplify, but don’t be simplistic. (See above resource of the week)

Bonus App of the Week

Calm > https://www.calm.com/

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://directiveconsulting.com/complete-guide-to-b2b-marketing-demand-generation/

https://www.thestorytellermarketer.com/influencer-marketing/outreach-strategy/

http://neilpatel.com/blog/make-money-on-instagram/

Tool to investigate:

https://www.gravityscan.com

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.