HubShots Episode 145: HubSpot Sequences versus Workflows, Take On Me by A-Ha, How to save time with HubSpot Email From Name Personalisation

Welcome to Episode 145 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we look at HubSpot sequences versus HubSpot Workflows and highlight where to use each. Plus we chat about using Email Sender Personalisation and a little gotcha. And A-Ha.

Listen to the show here:
https://soundcloud.com/hubshots/145-hubspot-sequences-versus-workflows

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Recorded: Thursday 20 December 2018 | Published: Friday 28 December 2018

Shot 1: Inbound Thought of the Week

The song of the 2018 was Take on Me by A-ha:

https://qz.com/quartzy/1494804/the-indelible-beauty-of-take-on-me-hollywoods-favorite-song-of-2018/

https://www.youtube.com/watch?v=djV11Xbc914

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Lead Flows are now Pop-Up Forms

https://www.hubspot.com/products/marketing/pop-up-form

It’s a name change only, nothing else has changed.

Most of the HubSpot site pages and URLs have been updated – except for Product announcements, which I suspect they’ll leave as-is.

Just for fun I’ll be tracking how long it takes for Google to update their index – here’s how it looks currently even though the first 3 have been updated on HubSpot’s site:

HubSpot Emails Using Personalised Signatures

When sending emails you can have them sent from the Contact Owner. This is great for emails sent from salespeople to their contacts without cloning emails and changing the from name, email and signature when the content is essentially the same.

This is set in two places:

Email details – set the From details using the {{owner.fullname}} and {{owner.email}} tokens
Email body – insert the Contact Owner signature

Email details:

Email signature in body:

https://knowledge.hubspot.com/articles/kcs_article/email/how-can-i-use-a-personalized-signature-in-marketing-emails-for-each-hubspot-owner

Shot 3: HubSpot Gotcha of the Week

Not having a user email signature setup in profile and preferences so you can use them in email marketing.

This matters as when you send emails from marketing using different contact owners you can use their signature in the email. If they don’t have their signature setup it will be blank in the email. Note there is no default for this like other variables in HubSpot!

https://knowledge.hubspot.com/articles/kcs_article/account/add-an-email-signature-in-the-crm

Shot 4: Marketing Tip of the Week

Solve for the Problem

A reminder to be prioritise your marketing problems

Review:

Customer journey: Awareness, Consideration, Decision
And thus: TOFU, MOFU, BOFU

Ask yourself:

Do we have enough traffic?
Do we have enough leads?
Do we have enough sales?

Obviously we all want more of all of them, but work out which is your highest priority and then focus on solving that problem first.

As an example, for many of our bigger clients we are now focussing on the nurture components.

Traffic and leads are OK, but moving the leads to be sales ready is a problem. Once they are sales ready, the sales process is working OK.

So, the focus is on the middle part – warming the leads up and communicating value and fit.

So that they can be handed to a sales person.

Shot 5: HubSpot Sales Feature of the Week

Sequences

Sequences are basically sales automation:

https://www.hubspot.com/products/sales/sales-automation

When to use sequences versus email nurture workflows

Marketing Automation

Sales Automation

HubSpot Workflows

Email nurtures 1-to-Many

Marketing Pro required

HubSpot Sequences

Follow up emails 1-to-1

Sales Starter required

Shot 6: Insight of the Week

The importance of Strategy and Design for Marketers

Strategy and Design is where marketers should be focussing:

https://www.marketingweek.com/2018/12/12/sweet-spot-is-where-strategy-meets-design/

From the article:

“If I were a young marketer, I would resist being pigeon-holed as ‘the guy that does email’ or ‘the social person’ or ‘the search expert’, and I would head to wherever strategy meets design.”

Consider:

Specialisms versus Strategic initiatives
The growing importance of user experience (UX)

Shot 7: Podcast of the Week

Kwik Brain with Jim Kwik: Episode 88: Eating for Your Brain with Dr. Lisa Mosconi

https://overcast.fm/+IcNnGluWk

Loved this episode as we learnt a lot of practical ways to eat well for your brain!

Shot 8: Resource of the Week

Google Insights – 2018 in Review

https://www.thinkwithgoogle.com/marketing-resources/2018-marketing-trends-review/

Search Intent Marketing Funnel

But once you get past that guff, there’s actually some interesting insights eg this article on the number of touchpoints for people on their path to purchase:

https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel/#/