Welcome to Episode 197 of Hubshots!
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 HubSpot Conversations saves you time, plus testing emails in HubSpot.
Listen to the episode here: https://soundcloud.com/hubshots/episode-179-quick-hubspot-conversations-tip-duplicate-content-considerations/
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 8 November 2019
Shot 1: Growth Thought of the Week
Building a moat
For HubSpot, their key side-differentiators (ie separate to the product) are:
- High-quality support
- HubSpot Academy
Sure, lots of companies have good support (eg WP Engine, Amazon), so that’s not a moat on its own.
The HubSpot Academy, on the other hand, is a significant moat that very few companies come close to, and the gap is widening every day. Soon it will be impossible for any competitors to stand a chance of getting near them.
In terms of product - having quality through the product suite is very hard to reach as well.
How many products do you slot into multiple parts of your business (ie like a suite should do)?
Image from here:
Shot 2: HubSpot Marketing Feature of the Week
Email testing tools within HubSpot. You realise what you don’t have until you are using other systems!
Shot 3: HubSpot Sales Feature of the Week
Sales professionals with three to four years of selling experience spend 50% more time on training than those with two years or less and 110% as those with five years or more -- probably because rookies aren't sure if they're going to stay in sales and veterans don't believe they need to develop further.
Frictionless Sale Certification
Shot 4: HubSpot Service Feature of the Week
Using Conversations to reduce your workload
We get a lot of outreach emails to our sites, which are often just wasting our time.
They all tend to use sequence-based tools so we get multiple follow-ups.
One of the useful features of Conversations is you can just Block the sender, or Mark as spam and then any follow up are automatically ‘filtered’ so you never see them.
Here’s 522 conversations that we’ve been able to avoid:
Shot 5: Marketing Tip of the Week
Keeping email deliverability good and the effort these guys have gone to make sure you get their emails!
Action: What are you doing regularly to ensure people are getting your emails?
Shot 6: Insight of the Week
Thinking through Duplicate Content in Google’s eyes
Key point: there’s no duplicate content penalty, instead there is content filtering.
Focus on making your content as useful as possible for a visitor.
If the content is repeated on your site but in a way that is useful to visitors, then chances are Google will understand that.
If you have content that is also used on other sites (eg especially common on eCommerce sites) then Google will surface the version that is most useful to the person searching.
A simple example: Consider a car dealership eg Hyundai
Most of the content around car models will be exactly the same on all of the sites, similarly with service and finance options.
But none of these sites are penalised.
Instead Google will show the most relevant site to a person searching eg location will be a big factor, as well as previous viewing history, the device they are on etc.
Shot 7: Podcast of the Week
Akimbo by Seth and the episode about Friction!
Shot 8: Resource of the Week
PPC Trends for 2020
(yes the 2020 posts have started already!)
- Automation of your advertising
- AI (of course!)
- Video ads (eg Google’s Bumper Machine)
- Responsive search ads become the norm
Shot 9: Quote of the Week
“Let’s not confuse getting better at stuff with being a better person. One is a much bigger priority than the other.”
October 22 in The Daily Stoic
Shot 10: Bonus Links of the Week
Competitor analysis process
Redirects before and after a site update:
The Disrupter CMO:
Please rate and leave us some feedback as this helps us improve and reach more marketers.
- Hi, everyone, welcome to Hubshots episode 197. In this episode, we share our Hubspot conversation, saving you time, plus testing emails in Hubspot and duplicate content considerations. Now there's a tongue twister, Craig? You're listening to Asia Pacific's number one Hubspot focused podcast where we discuss household tips, tricks, strategies and features for growing yourselves, marketing, and service results. My name is Ian Jacob from Search & Be Found and with me is Craig Bailey from XEN Systems. Now, Craig, why are you laughing so hard?
- Oh, I'm just like, "Are we gonna leave that "in at the start?" Are we not gonna restart or re-record that one, let's just get going.
- Yeah, absolutely.
- So our growth thought of the week, Craig, building a mote. And why are we talking about this? Because there was an interesting Twitter post which--
- From an online person called Brian Helligan. It talked about between 19 marketing tech stack across three different areas, attract, engage, analyze and optimize and Hubspot was in all three of those.
- Well, for one particular company, J.J. Crab. So this is actually pretty cool. It's got Brinker from Martech has this little, it's not really a competition, but it's kind of a survey where people submit their marketing stack. As you know there's thousands of tools and one of them G2 Crowd, this was their stack and Hubspot was in all three, I guess, stages of their stack and of course we can go and check out some of the other ones, and so I've got links in the show notes. But we're talking about this idea of building a mote and what I thought was interesting was, well, there's a product mote, there's your product is so good that people can't get close. You're protecting yourself with a mote, but I think there's other different chattings that Hubspot have just besides their product and I think we're gonna chat about some of those. And one you always heard about us talking on this show is the high quality of support. Yeah, and you know how lots of companies have great support these days?
- It's not that much of a differentiator, but I've gotta say, with Hubspot's support, not only is it very timely and very quick to respond, but there's actually quite well-trained people. There are senior people on support and I was listening to you on a support call today, I've never had this experience where they go, "Oh, I'll just check that "and get back to you, and in the background "all they're doing is a Google search, "and trying to find something."
- They're actually really well-trained--
- They're very knowledgeable and they often come back with answers that I hadn't even considered which I know sounds a little bit arrogant, but I guess it's just because my benchmark, getting support from people, the first support response I get is something that I've already found after a one second Google search.
- It's just so condescending. Hubspot is never like that. Their support is great. So lots of companies have great support, Hubspot's is excellent. However that's not that much of a differentiator these days. However I think what is is one particular asset they've been building.
- Which is the Hubspot academy.
- And I often tell this to people that say, "Why should I consider Hubspot "or whey should I use this tool?" And I say, "Look, everything that's in there, "in the academy that we used "to train our teams and I know you do too." And we train ourselves using that training. And so I always tell people, you can know as much as we do by using that training and actually applying yourself to the system. Obviously, we use it day in, day in out. Not everybody uses it the same as we do, but it's all there, it's just a matter of finding it, learning it and applying it. Yeah, so not only is the content good, but it's very well-organized, a nice sub sort of category because, so for example, Google, they have a lot of online around tools, Google Analytics, Google Ads. It's impossible to find. How do you find it? It's not well-structured and, we're just gonna, Hubspot Academy is a must. This is a keeper. Can you think of any other company that can even get close?
- Send us a comment. Tell us if there's any product trend or software, anything that comes close to what Hubspot has with Hubspot Academy. I'd love to see it.
- Now in terms of support, Craig, I wanna say, look, we think use WP Engine and we use their support, but that support is on live chat and there's no "pick up the phone, let's call you up."
- This is true.
- So in that perspective, when you think about support, Hubspot has three different channels and they offer you support on being it a call, they can call you back. You can do a live chat and you can log a ticket. So I think they give you many options and I actually really like how we pretty much get 24/7 support because it goes from Singapore to Dublin, I think then to Boston and back around again. So for we us, we have dealt with people in Boston and Dublin previously. We do it with a lot of people in Singapore because of the time difference now and again, if I am up late at night and doing stuff at rather odd hours, you do get people from Dublin and Boston which is great. And I think there's a consistency across the team, so well done to Hubspot support.
- All right, Craig, our Hubspot marketing feature of the week.
- I've spoken about this on previous shows. It's about email testing and do you know that there is actually email testing within the Hubspot marketing email too? Where you can choose, I don't know how many different options there were, there were literally about 50 different options about you wanted to test your email on an iPhone XS running iOS 13 running outlook 2013 on Windows, Outlook in the Chrome browser, so many things. Anyway, you've heard us talk about Litmus before where they basically do email testing across browsers and across systems. Well, this is built into Hubspot. You can go ahead and select what you want and you can run the test, see the results, and get it out the other end.
- Now I'm assuming there's a significant cost to run those tests, is there?
- No, there isn't.
- Testing nearly of course is just clicking a few buttons.
- I know, actually doing it, this is what's incredible about it. And why would I mention that because you might be thinking, "Oh, well it's costly for you." Well, we've used other tools in the past where they have the option for email testing and then they'll charge you a certain amount to test with other platforms, so this is just something you get from Hubspot for free. Let me just take you, like one of the ones that we've used previously in the past you could use called Litmus. They charge $99 a month if you wanna do email testing. You know what I wanna say, Litmus is, well, it's the gold standard. So they're probably better. I would assume they're better actually. They better be better for that price and they're testing that they do. Have you used it recently?
- No, I haven't.
- Yeah, I haven't used it for a long time, actually. I just use Hubspot mainly for our clients.
- All right, now onto Hubspot's sales feature of the week, Craig.
- I wanted to highlight this. "Sales professionals often should "be selling, but also require training." And one, what's really interesting is they have a really good stat is that sales professionals with three to four years of sales experience spend 50% or more of their time in those with two years or less. And 110% of those with five years or more probably because rookies aren't sure if they're going to stay in sales and veterans don't believe they need to develop further. So this is about them doing their sales training and actually having time. So what's another interesting step that people use is that in businesses, sales managers say they spend about 50% of their time actually training their sales team, but really it's 25 to 30% of the time that they actually do it. And I think I spoke about this before. There's an interesting step that I've heard from somebody that worked in Apple is that they spend the first hour of every day doing sales training. So these are people in the Apple Store. This is the first thing they do every morning. They do an hour sales training.
- Like before the store opens?
- Wow, this is staff on the floor.
- This is somebody that used to work in a store was telling me about it.
- So let me just check, so every day I spend an hour every day before the store opens.
- Wow, anyway, so coming back to that, I really, because I've been training a few sales teams, I've been pointing them to resource and then I'm gonna be like, "What training can we do?" So there were actually two bits of training that I'm wanting to highlight and I've started doing one of them, I haven't done the other. The first one is frictionless sales certifications. That's something that's been brought up by Hubspot so I would encourage you to do that. I think it's about two hours worth of videos and then there's a test at the end, and then there's another one which is the power of content in sales, having the right collateral for your sales process and the influence of content.
- Look, I'm totally distracted by that Apple's done an hour of training--
- Every morning before, I've been thinking about it, you know what I'm gonna do?
- You're gonna walk into the Apple Store and ask them?
- No, no, I'm going to show my team and myself every day before you get the email or anything, you've gotta do an hour of training on Hubspot Academy, let's say. Let's try that for a month.
- Yeah, that's a good challenge.
- Let's see how that goes.
- You'd make time to do things.
- But everyone on the team kinda has a bit of quieter or a guide that they're supposed to do in terms of training each week. No one does it, but myself, I'd pull leading by example in this because whose life gets in the way and it's something, there's always something urgent. They just say, "Oh, I know, well, I put training off "or I block it in the afternoon now. "There's a client call at the," But once if we said the fist hour, you're not allowed to touch email until you've done an hour of training on the Hubspot Academy. You would make time for it.
- You would have to make it happen.
- I think I'm gonna do it. This challenge is on. Who's with me?
- I'm with you, Craig? All right, there we go. Do the frictionless sales certification, Craig. Let's get going. All right, onto the Hubspot sales feature of the week, Craig. Using conversations to reduce your workload.
- Yeah, you know how I love Hubspot conversations. We don't talk enough about this on the show, I don't think. We haven't really given as much prominence as it deserves, I feel. So we use Hubspot conversations, in fact, in a number of our businesses, but one of them that's an online training base, one of my wife's sites, it gets quite a lot of support requests coming in. We used to use another product. We've now moved that over to conversations in Hubspot. We don't even use tickets. It's all conversations because they come in by email or LinkedIn, Hubspot--
- Facebook, Facebook Messenger that comes in and the form now comes in 'cause it's--
- The support form, right?
- The support form links right into the conversation.
- Now it's great. It's not as full-featured as the tool we had before. However it's saving us a lot more time because of one key little feature and we've--
- Tell me, Craig, what is the key little feature?
- If you're in conversations and you're looking in conversation you can assign it to yourself, but then up in the top-right there's this little dropdown and there's move the trash, block sender, or mark it spam. You've got three options there.
- And we get so many outreach emails and junk support requests coming in.
- I know, I was reading some of those outreach emails like, "Hi, I've reached to you out "the first time and you haven't responded." Oh, the second one. "I've reached you for the second time "and you haven't responded." Third time, fourth time, I was like, "Really?" These people because they're all only sequences, right? They're probably using Hubspot Sequences to send their spam outreach emails. Well, there's any number of tools, Malshake and others. But anyways, the first time that comes in we're just gonna write mark as spam or block sender, and then all their follow-ups, all those nine followups just go into the filtered section in conversations, so we never see them again. It is saving us so much time and I've got a screenshot here since we just added this in which was a couple of months ago. We've switched over to Hubspot Conversations. 522 conversations have been filtered out as spam. It's saving us--
- So much time.
- Such a mess here.
- Oh, yeah, it's saving us so much time.
- So tell me, on the previous system that you used, this did not happen.
- No, in fact, what would happened is they'd come in, we'd go just go, "I'll mark it as resolved."
- To get it out. Then I would do the followup. That would come in as a new ticket.
- Yeah, it was really frustrating. Now I think it was an older system. It was Desk by Salesforce is what we used to use. So maybe it's an older system and maybe there's newer systems that would've been better then. Desk might have been better. I don't know, but it just used to waste so much of our time because if you think that we're not reaching in the four fives, that's five interruptions to--
- Then it just removes.
- Respond. Yeah, now admittedly in Monotech a couple seconds I was now on there, he was like, "Okay, I'll blank it out." But that's contact switching. It's just chewing up and it's cycles. So that's what saves us this time and as we get more and more like that, actual business is getting more and more popular, I'm getting lots more of those spam outreach, it's just gonna save us more and more time. So compounds, compounding returns. Thank you, Hubspot, excellent.
- Now, Craig, onto our marketing tip of the week. And this is about keeping email deliverability good and the effort some people will go through to make sure that you get their emails. I'll put a screenshot here and I think there's an email I signed up to here a little while ago. But what I found really interesting was that they said they're in the process, they actually sent me an email saying they're in the process of updating their customer service experience and they wanna make sure that I've received the latest news and event updates, right? And the domain it comes from had changed. So what they'd done, they had put in the email is to ensure that you get these emails. Please make sure that we're in your address book and it needs to be updated with the new email sending domain, right? So then they said what the domain was and then they basically, they created a whole page, they've created a learning page about how to white list or get your IT team to put the domain in so that you actually got this email and it's pretty comprehensive. So if you click that link, you'll actually see that. What are your thoughts on this? What percentage of people would get this and actually go and do that?
- Well, if you're really keen, for example, Morning Brew, if I got that and I really wanted to continue on, I would probably go through there for it. I really like Morning Brew. I've never missed a Morning Brew. I've never done that.
- Well, that's exactly--
- I'd rather add it to white list. But this is the thing, and I guess it's not so much for us in the sense that we're using Google for work for our stuff. There are people where businesses that we deal with, say, like in the medical sector that would have that very strict email filtering in their businesses. And even things from Hubspot will get blocked before it even gets to the person.
- By an IT filtering rule.
- Right, so how are they even gonna get notified to do this?
- Well, this is the thing, right? So I guess the thing here is that if they were already receiving it, they wanna make sure that if anything further happens--
- It doesn't get restricted or changed, yeah?
- It's a change, right?
- Yeah, you can say that.
- It sounds like I've just signed up for something, can you please make sure? There have been people that have done that. And there is somebody that I am seeing do this. When you sign up say, "Oh, look, make sure that "if you're using this, make sure you drag "it into your primary folder "so you make sure you get our emails." Which I thought was actually really good and then on the landing thank you page actually alerting people that this could happen, but if you wanna hear from us, make sure that it is in your primary inbox. So that's a really good one and this is just another extreme of that. Look, it's a good idea and I get that there's so much email and it gets put into folders, so I wonder, I'd love to know, how would you even measure the effectiveness of this, whether they do it?
- Well, you check the deliverability and you open, right, it was the same as before.
- Well, that's true. You can compare open rights. Deliverability wouldn't change.
- 'Cause just 'cause it's another folder it's still delivered.
- If that's in your news folder--
- That's true, there's still a limit.
- So what I clicked is create.
- That would be the indicator.
- To create would be key, yeah, if they did have IT rules that blocked it then that would effect deliverability. It would be your blocked emails.
- Correct, and you can see that in Hubspot.
- You'll see that it is a bounced email and it has been blocked by the receiver's domain and that domain cannot receive email.
- Very good food for though there.
- There you go. What's our insight of the week, Craig?
- All right, I'm revisiting duplicate content. How many times a week have I did this one the show? So many times, but it keeps coming up and-- A lot of people talk about it, right?
- A lot of people are really worried about this, how I'm gonna get a duplicate content penalty.
- So I'll just give a bit of context, it's come up this week with a whole bunch of--
- Customers, clients.
- Well, prospects.
- Oh, yes.
- Kyle was at a conference to a whole bunch of our prospects and this came up. Hey, shout out to Kyle, here, by the way, anyway, there's this idea that if you have content that is on your sight that is on someone else's sight, you are gonna get a content penalty. Google will penalize your side because you've got duplicate content. Now this has, well, a long history because 10 years ago that was much more potentially a problem. It was actually a sense of content, duplicate content penalty, but that hasn't been the case for years. And to prove the point, in the show notes, I've got four separate high authority sites talking about this. One of them is Google talking about this. Anyway, there is no such thing as a duplicate content penalty anymore. In fact, all it'll call it is content filtering. And here just to set the scope, this is what I'm talking about, people just creating websites, using content, okay? So we're not talking about those blackout SEOs that do things to manipulate rankings. That might be treated differently, but for all the other businesses that put up content, so typical example, eCommerce side, maybe you're selling a product on your eCommerce side that isn't on other products. Maybe it's on Amazon. You will use similar product descriptions, all this kinda thing. You are not gonna get penalized. However, what Google will do is they will filter and they will filter for the user who's doing the search to give that user what they consider the best result. Now to give you a very simple example, if it's location-based, you're in Sydney, someone else in Melbourne or someone else is in New York.
- Now if you're searching in New York, whose site do you recon Google's gonna show the content from. It's not gonna be the Sydney based one.
- It's gonna be the New York one by us, in Sydney, vice versa, right? So that's what filtering is in action. So this is kinda what the, yeah, as I said, a bunch of people say just trying to read or write this case got some turnout there and I'll give you a great example in Australia or in other countries. Car dealerships--
- So think of Hyundai. The Hyundai car they are shipping, all these dealers around--
- Australia, in fact, in Sydney there have been multiple Hyundai dealers. Go to their sites, probably 90% of the content on their sites is gonna be the same as every other dealer because they're gonna have all the car models, bringing up all the finance options.
- The same specific interest.
- The site specs are gonna have probably the same or very similar service offerings, right? And then I'll have a bit of some original content around their team and a few other things. And a few other things, maybe somebody related, right? Most of the content is the same as every other Hyundai dealer, okay?
- Do you think Google has a penalty on Hyundai dealerships?
- Hyundai. But what they will do is, they'll filter it, right? And so if you're in a particular suburb searching for a Hyundai dealer, you'll get probably the closest to you or if you've actually visited a previous Hyundai dealership, maybe Google will be smart enough to know that was in your history. I'll show you that one. It probably depends on the device you're on, like they'll look at the sites and they'll go, "Well, this site actually works "on mobile, this one doesn't." So if you're mobile, all these factors, right?
- Duplicate content penalty? No. Filtering based on what's the best result for you? Yes.
- And I hope this puts the whole conversation to rest, right?
- To rest.
- If you've got a question about that please drop us a note and we can go into it in more details. Some of the show notes go into it in a lot of detail, so you can read through that. I hope that's helpful.
- Okay, Craig, onto our podcast of the week. And this is a podcast from Seth Godin called "Akimbo." And I wanna highlight one episode which talks about friction and we talk about frictionless selling. I thought this would be a good episode for people to listen to. And you know why we highlight these episodes and these podcasts to you is to actually grow your understanding beyond marketing and sales, and a lot of these, think, this is actually to broaden our horizons like we learn. And we actually learn a lot from listening to other people doing different things and growing themselves. I encourage you to, if you can't listen to everything, at least listen to one thing.
- All right, Craig, you've got some good resources for the week which is BBC trends for 2020. You can post here from Smart Insights and by the way, yes, folks, the 2020 trends posts have started already.
- They sure have.
- Brace yourself. December's normally when they start appearing, but no,
- I'm getting into--
- That's the sort of stuff they're after.
- It's like Christmas is coming.
- Yeah, Christmas is coming, that's further on, so apologies for that, but look, this is actually a good post, ignore the headline. This is really just around some thoughts around where PPC and advertising is going on.
- So what are some key points, Craig?
- Yeah, well I've got a few of the highlights I just pulled out. Look, automation of your advertising, that's what's probably the biggest thing that's changing, right? We see this in Google, we see this in Facebook, all the ad platforms, so much of the targeting these days, we just let Facebook work it out. Some of the ads to use, we just let Google work it out. That's actually one of the other points, they highlight this whole idea of responsive ads. Google's really, even Facebook's behind on this. Facebook doesn't do that particularly well.
- You're right.
- Well, they do. They will show you the different sizes, but I thinK I was gonna say--
- Yeah, yes.
- Google's not that responsive with ads.
- Well, that's because of the placement, right? Just think about Google has so many different placements across the web that it has access to compared to Facebook. And that's the reason. I think they've just had to adapt quicker because of these very massive variations that they have. What's the next thing, artificial intelligence?
- Well, of course.
- We kind wore the advertising conversation out talking about AI and machine learning.
- So that's of course making results better.
- And what's the other one, video ads?
- Yeah, I thought this was a nice follow on from our insight last episode where we were talking about Facebook inflating those video attention or dwell times. But video advertising is on the rise, but in particular video ad format. So, and I mentioned bumper ads, that Google's got that tool where it'll just take a longer, a couple minute video and I'll make six second trunks out of it to use those simple videos. That's gonna become much more of the norm and I think that is the experience. People seem to be okay being interrupted for few seconds.
- And I think six seconds is probably about right. Those 15 second bumpers that YouTube have. Well, we've chatted about this on our show before. I have YouTube Pro, or I pay for it so I never see ads on YouTube, thank goodness.
- Oh, I can't believe people sit through ads on YouTube, anyway--
- But you know what? Every time after that episode that I have on YouTube, and I see it and I just get reminded of you, Craig.
- You're right, I would actually go further. I would actually pay for ads to be removed from Twitter.
- I'm not on Facebook really much these days except when I'm running, managing ad campaigns. But, Instagram, I'm hardly ever on, but I am on Twitter a fair bit.
- So would you pay to get ads removed off of Google, if you could?
- Yes, I would.
- Yeah, you mean on Google Search?
- Maybe not Google Search because they're normally high intent. So if I'm searching for something and the ad probably is very relevant to me.
- It usually is.
- YouTube, I've got it blocked, Twitter, I would actually pay to have them removed.
- Oh, okay.
- I'd pay five bucks. I'd pay five bucks a month for Medium, I'd pay five bucks a month for Twitter to be ad free because most of the ads are not helpful to me. And Facebook, if I was on there I would pay to optionally be able to remove it. Yeah, just 'cause it interrupts even the flow and then you just fade from me. As you know, I've subscribed to a whole bunch of news sites and I don't pay for it. That's money well spent for me.
- Okay. It's time, right?
- It's got less distraction.
- You're getting less distraction, you're getting back your time. And I kinda choke when I say that because a lot our agencies--
- Just running ads.
- Just managing ads for clients. There's an internal conflict there which--
- I'm struggling with.
- Yeah, all right, Craig, onto our quote of the week.
- Oh, hell. I'll read the quote. Well, you can read the quote. "Let's not confuse getting better "at stuff with being a better person." One is as much big a priority than the other and this is from the Daily Stoic which I quite like. We get better and better at ads all the time, but is it making us a better person? I don't think so.
- No, that's not making us better, Craig.
- Oh, my goodness, that quote was from me. all right, listen as there are some brightest links of the week that we highlight some great things to do with audience segmentation and so on. I'd love you take a look at the show. We'd love you to leave a review on Apple Podcast or Spotify and again, we'd love to hear from our listeners, if you've got anything at all, even just to say, "Hi," we would love to hear from you. Wherever you are in the world, we love hearing from you guys. It's sometimes a bit lonely here, but that's all right. We do appreciate you listening and we do appreciate anything that we do get. And until next time, Craig.
- Catch ya later, Ian.
- Hey, there thanks for listening to this episode Hubshots. For show notes and the latest Hubshots news and tips please visit us at hubshots.com. ♪ Magic girl ♪