---
title: "Episode 13: Goal Setting"
description: "Episode 13: Goal Setting"
---

[HubShots | Aussie 'Unofficial' HubSpot Podcast ](https://www.hubshots.com/episodes)

# [Episode 13: Goal Setting](https://www.hubshots.com/episodes/episode-13)

 Written by [HubShots](https://www.hubshots.com/episodes/author/hubshots) | 30 December 2016

## Welcome to Episode 13 of HubShots!

Recorded: Tuesday 29 December 2015

### Welcome

We’re halfway to being credible: [http://contentmarketinginstitute.com/2015/11/podcasting-trend-tips-tools/](http://contentmarketinginstitute.com/2015/11/podcasting-trend-tips-tools/)

*“About 50% of podcasters who start will quit when they hit episode seven,” he says. “Then 50% of those remaining will quit by the time they hit episode 23. If they make it beyond the 25-episode show mark, they have a pretty good chance of lasting two years.”*

Our next goal: get to episode 26!

**Action item**: ship it!

## Shot 1: Inbound Thought of the Week

45 weeks to go until Inbound 2016  
 8-11 November 2016: [http://www.inbound.com/](http://www.inbound.com/)

**Action item**: start planning your learning activities for 2016

## Shot 2: HubSpot feature/tip of the Week

- Don’t neglect workflows: [http://knowledge.hubspot.com/workflows-user-guide-v2/how-to-set-up-a-workflow-in-hubspot](http://knowledge.hubspot.com/workflows-user-guide-v2/how-to-set-up-a-workflow-in-hubspot)
- From Sep 2012, updated Oct 2015: [http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx](http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx)

**Action item**: Ensure workflows are a key part of your marketing process. Review your existing workflows, and use them to improve the quality of your database.

## Shot 3: Challenge of the Week

Challenge your hunches

From June 2015:  
[https://www.distilled.net/resources/your-hunch-is-probably-wrong-the-importance-of-testing/](https://www.distilled.net/resources/your-hunch-is-probably-wrong-the-importance-of-testing/)  
 Sam Nemzer -  Hierarchy of evidence for digital:

**Action item**: review the assumptions you’ve made previously and consider re-testing them e.g. Facebook Advertising, Content Strategy, Persona definitions

## Shot 4: Opinion of the Week

[http://mashable.com/2015/12/18/content-marketing-predictions/](http://mashable.com/2015/12/18/content-marketing-predictions/)

From the list:  
 #9. Focus will shift from engagement to goal-based outcomes

*"Over the last twelve months, we’ve seen marketers start to focus away from traditional publisher-centric metrics (page views, uniques, likes) to engagement metrics (attention minutes!). But next year we will see another significant shift to goal-based metrics. For most marketers, this means measuring conversions. Whether it’s a lead capture or signing up for sweepstakes/emails/coupons, conversion-based content marketing will get us closer to the holy grail of real marketing ROI; the ones that can measure multi-touch attribution will win."*

**Action item**: for 2016 review your KPIs and make them based on conversions

## Shot 5: General Tip of the Week

From Jan 2014: [https://raventools.com/blog/meta-descriptions-how-to-guide/](https://raventools.com/blog/meta-descriptions-how-to-guide/)

**Action item**: the start of the year is a good time to review all the page Titles and meta descriptions for your site pages

## Shot 6: State of Inbound Item of the Week

- State of Inbound 2016: [http://www.stateofinbound.com/](https://www.stateofinbound.com/)
- Content Marketing in Australia 2016: [http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/](http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/)

**Action item**: review the reports

## Shot 7: Motivation of the Week

[https://moz.com/rand/my-complicated-relationship-with-no-longer-being-ceo/](https://moz.com/rand/my-complicated-relationship-with-no-longer-being-ceo/)

**Action item**: be honest about your strengths and weaknesses, get help where you need it, excel where you don't

## Shot 8: Resource of the Week

- Raven Social Checklist: [https://raventools.com/socialchecklist/](https://raventools.com/socialchecklist/)
- HubSpot daily checklist: [http://blog.hubspot.com/customers/social-media-daily-checklist](http://blog.hubspot.com/customers/social-media-daily-checklist)

**Action item**: choose the 2 or 3 social channels you are going to focus on (based on data), and do them well

## Shot 9: Podcast of the Week

- HubSpot To Go - [http://www.togo.fm/](http://www.togo.fm/)

Shout out to Chris Mottram - [http://www.mottrammediagroup.com/](http://www.mottrammediagroup.com/)

Get your sticker - we have a few left - leave your address, or don’t (allows us to get to know you better): [https://hubshots.com/contact/](https://hubshots.com/contact/)

[View full post](https://www.hubshots.com/episodes/episode-13)

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