Welcome to Episode 137 of HubShots!
Welcome to HubShots, APAC’s number 1 HubSpot focused podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.
This episode we chat about canceling HubSpot, decentralising privacy and identity and how this will affect marketing in the future. Plus we look at the Activity Feed, and multivariate testing of HubSpot CTAs.
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Recorded: Wednesday 03 October 2018 | Published: Sunday 07 October 2018
Shot 1: Inbound Thought of the Week
Decentralising privacy and identity control
Identity and privacy are becoming products:
“Identity and privacy are finally becoming products. Distributed, secure identity, and privacy tools are starting to be rolled out — some are blockchain-based, and some are client-side, encrypted, and don’t require the blockchain. Productizing identity is important; the tight coupling of identity and your social graph is central to the lock-in that Facebook and other social messaging services have achieved. Distributing and productizing identity and privacy make sense for end-users; it’s a solution to the attention harvesting that has taken place over the last decade and it’s consistent with recent regulatory shifts (i.e. GDPR, the California Consumer Privacy act).”
“Solid changes the current model where users have to hand over personal data to digital giants in exchange for perceived value. As we’ve all discovered, this hasn’t been in our best interests. Solid is how we evolve the web in order to restore balance — by giving every one of us complete control over data, personal or not, in a revolutionary way.”
We can still unlock the true promise of the web by decentralizing the power that’s currently centralized in the hands of a few. How? By using the power of Solid.
Solid is the technically potent open-source platform built to decentralize the web. Inrupt is the company that’s helping to fuel Solid’s success.
See also our discussion about this in Shot 6 of episode 135:
Where we mentioned Justin Theng’s post about decentralising consumer data and ‘blockchain as marketing’:
Key takeaway: the ability we have as marketers to reach people (based on them having given up their privacy) will be reduced over the coming months and years. The ad targeting ability we have today will reduce – mostly with the people we probably most want to engage with.
Shot 2: HubSpot Marketing Feature of the Week
Multivariate testing of CTAs
In this example, we tested a CTA with the word “New” in it. You can see from the result which one performed better in the email.