Hubshots Episode 178: How to ‘Test and Measure’ when you can’t measure, plus Merging Contacts gotcha

Hubshots Episode 178

Welcome to Episode 178 of Hubshots!

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

This episode we chat about how to avoid a gotcha when merging contacts, plus think through how to ‘test and measure’ video engagement.

Listen to the episode here: https://soundcloud.com/hubshots/178-how-to-test-and-measure-when-you-cant-measure-plus-merging-contacts-gotcha/

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

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Recorded: Wednesday 23 October 2019 | Published: Friday 1 November 2019

Shot 1: Growth Thought of the Week

Our strategy for the podcast

Using it mainly as a bottom of the funnel marketing piece.

We use it to drive perception and credibility.

Shot 2: HubSpot Marketing Feature of the Week

How to change your email in HubSpot

Example scenario: you change your company domain and everyone’s email address changes

How do you update your HubSpot login to use the new address?

Go to your profile, there is a button to change your email address and follow the verification steps as outlined here > https://knowledge.hubspot.com/account/how-do-i-change-the-email-address-of-a-user
<h2″>Shot 3: HubSpot Sales Feature of the Week
</h2″>

Territory rotation with Workflows

https://blog.hubspot.com/customers/territory-division-and-lead-rotation-in-hubspot-workflows

Thanks Kyle!

A good example of using workflows to help with sales processes

Shot 4: HubSpot Gotcha of the Week

Side-effects of merging contacts

Be aware that merging contacts can re-trigger workflows for the destination contact

https://knowledge.hubspot.com/contacts/how-do-i-merge-contacts

https://knowledge.hubspot.com/contacts/deduplication-of-contacts-companies-deals-tickets

You may have started getting email notifications from HubSpot telling you about contacts you can merge. This is good for data cleanliness, but can be a gotcha, which I don’t think HubSpot does a good job of warning people about.

How to handle this: Have exclusions lists in your workflows

Have a process for handling this – the best way to manage it is to have Global Suppression Lists setup which are set in all workflows. Add all the contacts you are going to merge into the Global Suppression list before your merge, and then take them out after the merge.

Listen to Shot 2 back in episode 149 for more details on how we implement this:

https://www.hubshots.com/episodes/episode-149

Shot 5: Marketing Tip of the Week

No more mixed http and https content messages – Chrome will block http content

https://security.googleblog.com/2019/10/no-more-mixed-messages-about-https_3.html

However, Chrome is going to do it as intelligently as possible – and will autoupgrade items (eg images) to use their https version if it is available. If not, it will simply block it.

Action item: Check your sites for http items and update to https

Shot 6: Insight of the Week

Test and Measure

How do you ‘test and measure’ if you can’t be confident in the measurements?

Take Facebooks overestimation of video views debacle:

https://www.theverge.com/2018/10/17/17989712/facebook-inaccurate-video-metrics-inflation-lawsuit

https://www.adweek.com/digital/facebook-hid-inflated-video-ad-metrics-error-for-over-a-year-advertisers-allege/

https://www.bbc.com/news/technology-45901287

Summary of the issue: how they calculated time spent watching (total time divided by ‘view’ instead of total time divided by ‘started watching’)

Eg if total time watched is 3 mins, and 3 people start watching, but only 1 actually views for more than 3 seconds, then there is a big difference

By one calc the average watch time is 3 mins, with the other it is 1 min, ie a 300% difference

How to accurately test and measure

The key is to push your measurement to be more than just engagement – aim to get visits and conversions as well

It’s also a reminder that using multiple analytics packages is fine – they won’t agree exactly, but they should be within 10% of each other. Eg using both HubSpot analytics and Google analytics on your site.

Here’s an example of bad marketing practices:

https://twitter.com/_loganmcdonald/status/1185992782999162880

Shot 7: Podcast of the Week

Business Casual by Morning Brew

Shot 8: Resource of the Week

AskGoogleWebMasters

Question: Is it a problem if my page has multiple H1 tags.

Answer: No

John Mueller gives a few pointers:

https://www.youtube.com/watch?v=zyqJJXWk0gk

Shot 9: Quote of the Week

“Dressing well is a form of good manners.”

  • Tom Ford

From Clare Sheng’s wonderful book: The Suit Book

Shot 10: Bonus Links of the Week

Google Search Console has a few new reports related to video (if you use markup with your videos):

https://webmasters.googleblog.com/2019/10/search-console-video-results-reports.html

Ahrefs is building a search engine with a 90/10 revenue sharing model

https://medium.com/swlh/investor-money-vs-public-interest-did-google-fail-to-build-a-non-evil-platform-3a054f996ea9

Please rate and leave us some feedback as this helps us improve and reach more marketers.

Episode 178

XEN Systems

XEN Systems is a HubSpot Certified Partner inbound marketing digital agency in Sydney, Australia. We focus on the 4 S’s of digital: Strategy, SEO, SEM and Social.

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