HubShots Episode 56: Platform versus Movement, HubSpot CRM Company Merging, Windows of Opportunity, Google AMP Pages

HubShots Episode 56

Welcome to Episode 56 of HubShots!

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: Tuesday 25 October 2016 | Published: Saturday 29 October 2016

Welcome

Shot 1: Inbound Thought of the Week

http://inboundcountdown.com – 14 days left!  

Brian and Dharmesh not announcing new stuff – leaving that to Christopher O’Donnell

“If you’ve been to INBOUND in past years, you know that the latest and greatest HubSpot product announcements are an exciting part of the week, normally hosted by Brian and Dharmesh in their keynote session.

But, this year, we’ve given product launches their own special session happening after Brian & Dharmesh’s keynote, it is called “The HubSpot Product Launch”.

Our founders will focus on giving you an insightful look at how the landscape of marketing, sales, and connecting with customers has changed. Then, 30 minutes later in a separate session, our VP of Product Christopher O’Donnell will take you on a special tour of everything that is new and improved across all of HubSpot’s products. “

Less than 50% of attendees at Inbound are HubSpot customers. So it makes sense that the keynote is more about industry trends than it is about product.

As Karl say: Inbound Platform versus Inbound movement

Shot 2: HubSpot Feature/Tip of the Week

Merge companies in HubSpot CRM:

https://knowledge.hubspot.com/articles/kcs_article/companies/what-happens-when-i-merge-two-companies

Another sign that HubSpot is pushing into the more sophisticated space when it comes to CRM.

Note: You will not have the option to merge company records if your account is integrated with Salesforce.

Shot 3: Challenge of the Week

Looking for the next window of opportunity…

Example: Facebook has been so good for B2B in the last 12 months, but it is becoming much more competitive now as companies wake up and jump on. Which in turn means that the results are dropping.

So how do find the next window of opportunity?

By channel: eg Instagram, Medium

By format: eg cinemagraphs, podcasts, video

By intent: eg removing gates, pushing higher value assets earlier, lead forms

Key point: if there’s something amazing you could do now, do it now – especially if your competitors aren’t yet doing it

Marketing managers are starting to have difficult discussions with their bosses about results – the costs of gaining leads are increasing – as a marketing manager how do you handle this?

Shot 4: Stat of the Week

700,000 domains have published AMP pages, more than 600M AMP pages published:

https://amphtml.wordpress.com/2016/10/07/amp-a-year-in-review/amp/ 

People discussing Google’s AMP pages:

https://www.alexkras.com/google-may-be-stealing-your-mobile-traffic/#comment-55336

We first discussed AMP pages back in December in Episode 11:

http://hubshots.com/episode-11/ 

https://www.ampproject.org/ 

Shot 5: Opinion of the Week

https://www.zoho.com/projects/blog/basecamps-work-can-wait-pledge-why-were-not-recommending-it.html

Shot 6: Pro Tip of the Week

In Google Analytics we often see a big interest in the About pages of sites – so it’s worth putting some time, thought and effort into optimising them – here’s 12 tips from Lauren Holliday:

https://medium.com/@laurenholliday_/12-sections-to-consider-including-on-your-about-page-the-most-important-page-on-your-website-7ab5c29a82a0#.2hjn3ih12

https://www.blog.google/products/g-suite/five-new-ways-reach-your-goals-faster-g-suite/

Ian check this out

Shot 7: State of Inbound Item of the Week

http://www.stateofinbound.com/ 

What do people look for in a job:

job criteria

Opportunities for growth is the biggest factor across both sales and marketing respondents.

Takeaway: as a marketing manager, make sure you provide growth for your marketing team

Shot 8: Resource of the Week

Yet another list of free stock image sites:

https://medium.com/wd-tips-tricks/free-stock-photo-websites-ce1c614bf767#.x42zncqsg

Shot 9: Mobile App of the Week

TripIt – All your travel plans, in one place – https://www.tripit.com/

from Ryan Bonnici  

Shot 10: App of the Week

Captions Made Simple for Facebook videos.

https://www.rev.com/caption 

Shot 11: Quote of the Week

“Don’t try to take market away from your competition. If the market is big enough there should be enough non-consumers you can be selling to.”

Dharmesh Shah, Author and Co-founder of Hubspot

HubShots Episode 56

Craig Bailey

Craig is the Founder and Technical Director at XEN Systems. He’s been involved in IT, web development and digital marketing for more than 25 years.

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