Welcome to HubShots Episode 255: Fortune Cookie Tweets, HubSpot Workflow Minimaps & HubSpot Task Queues
This edition we dive into:
- Fortune Cookie tweets are gold
- HubSpot Workflow Minimap feature is rolling out - very cool
- The power of HubSpot Task Queues
- Expand All and Collapse All on your timeline
- What marketers can learn from debating champions
- What COVID statistics can teach us about marketing channel attribution
- How to measure content performance
- Satya Nadella quote from Hit Refresh
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Recorded: Monday 26 July 2021 | Published: Friday 30 July 2021
Shot 1: Growth Thought of the Week
Fortune Cookie Tweets
Loved this tweet from Rand lamenting how lame a lot of ‘marketing’ tweets have become.
‘Fortune Cookie tweets’ is a perfect description. Zero value.
An article like this on the other hand has a ton of value.
BTW, here’s an example of a Twitter thread (not related to marketing, it’s actually about research into COVID related cognitive impairment) that is high value.
Social channels can be a source of healthy consumption OR junk food - it’s up to you to refine who/what you follow in order to provide value.
Shot 2: Quick Shots of the Week
Here’s a few quick items of interest we noticed:
- HubSpot Tasks sync to Google Calendar is coming (in Beta currently), details here.
- Marketing Events are in beta (more details here) for tracking attribution of events (eg webinars, conferences, etc) - I’ve only just started playing with this, so will hold off chatting about it until we are fully across it
- HubSpot are rolling out regional data centres (starting in the EU) in 2022. Further details here and here.
Shot 3: HubSpot Marketing Feature of the Week
HubSpot Workflow Minimap
This is a nice incremental improvement to the Workflow UX - a minimap option (available in the top left):
It will show you a quick high level overview of the workflow eg:
Ideal for large, complex workflows that can be a bit overwhelming - but also useful for standard, simple workflows.
BTW this should replace the workaround that some people used - which was to use the Export option (under the More dropdown in the top right) which would export an image of the workflow.
Shot 4: HubSpot Sales Feature of the Week
Speeding up your followup with Task Queues
One of the most common things we see is sales having too many tasks to get through and not being able to prioritise them. One of the easiest ways to do this is using a task queue. If you do the following you should be able to increase your efficiency.
- Firstly setup the queue, in this example we have one for new lead follow up as you see in 1.
- Then you want to make sure you setup your task view by editing the columns you see this in 2 & 3.
- Next thing you need to do is to make sure you have the task type setup correctly to maximise your efficiency.
If you want to see the nitty gritty you can see it here on the HubSpot knowledge base.
Shot 5: HubSpot Service Feature of the Week
Timeline Expand All and Collapse All
This simple feature appears on all objects (Contacts, Deals, Companies) but I wanted to highlight it for appearing on Tickets as well:
As you might expect, it simply Expands or Collapses all of the notes, emails and timeline items. Very handy for quickly expanding all the email replies back and forth on the tickets.
Shot 6: HubSpot Workflow Action of the Week
HubSpot Workflow Simple Branch Action
This is a really nice Acton to use in your workflows - it allows a branch to be easily added based on either contact properties or prior actions in the workflow.
This episode we’ll just mention the ability to create branches based on a contact property.
You can easily add the action:
And then configure:
Choose the first option - Contact in this workflow - and you’ll then be able to select any contact property, eg a simple example would be Lifecycle Stage:
It will then confirm that you’d like to create branches for each:
And then tada - it’s all created for you:
Lifecycle might seem a little simple - so then consider other properties that have lots of items eg perhaps in a large organisation you’d like to branch based on contact owner - no problem, the simple branch will add a branch for every single HubSpot user - saving you heaps of time.
(And that’s just the start - we won’t go into it this episode, but you can get sophisticated by adding branching based on the results of previous workflow actions.)
Shot 7: Marketing Tip of the Week
What we can learn from Debating Champions
I’ve been reading Adam Grant’s latest book Thing Again recently:
The whole book is wonderful, but a recent section really struck me - in it he analyses what the most successful debating champions do (ie in order to win their debates).
At the risk of spoiling the chapter for you - here’s the key insight:
- 1 or 2 highly compelling points, will beat
- 4 or 5 highly compelling points that also include a few less compelling points
The best debaters will suggest - or counter - with a few highly compelling points.
This is counterintuitive when compared to an argument having 4 or 5 highly compelling points - but the key insight is that they are ALL weakened by association with less compelling points.
It’s almost as though the strength of an argument is only as high as its weakest link.
People (you and me included) will fixate on the weakest point and summarise the overall strength based on it.
I suspect you can see how this will apply to your marketing as well.
- Have you weakend your product pages by adding fluff features?
- Have you undermined your landing pages by adding additional content that is lower value?
- Have you reduced your ad impact by cramming lesser features into the copy
- Is it possible that adding this 4th bullet point that adds no further value to the list has undermined all the previous ones?
Is the old ‘less is more’ adage something you need to embrace (again) in your marketing?
Shot 8: Insight of the Week
Percentages versus Percentages (ROI and Attribution)
I never thought I’d write about COVID as part of these show notes, but a recent ‘discussion’ around COVID numbers brought home to me an insight around marketing…
Here’s how it started. A friend drew my attention to a news headline that noted that a higher percentage of COVID deaths were occurring in vaccinated people versus unvaccinated. This was concerning to me (as a support of vaccination) and I wanted to understand further. I won’t mention the country or results - it’s just the learning I want to highlight at this point.
After some investigation I discovered that the headline was based on total deaths, and ignored the deaths per category (vaccinated versus unvaccinated).
Turns out the news headline was misleading, and here’s why (at the risk of oversimplifying) - consider the following maths (note: not based on
- If a country is 100% vaccinated, then by definition if 1 person dies, then 100% of the deaths were in vaccinated people (which of course would be a concerning headline if left on its own)
- Now consider if a country is 90% vaccinated (ie 10% unvaccinated)
- And there is 2 deaths of vaccinated people, and 1 death in unvaccinated
- As a percentage of all people, then twice as many vaccinated people die compared to unvaccinated
- But of course, viewing the numbers in context, it was 2 in 90 (vaccinated) and 1 in 10 (unvaccinated)
- Which means vaccinated death rate is 1 in 45, versus 1 in 10 for unvaccinated - which group would you rather be in?
Hopefully the above maths makes sense - so why have I mentioned the above?
Here’s how it applies to marketing - it’s easy to look at our channels and make similar incorrect maths based assumptions, for example:
- You look at your total leads and say ‘the majority of our leads are coming from LinkedIn - let’s double down’
- We’ve only had 3 leads from [insert other channel] - it’s clearly not working
Can you see the problem(s)?
They don’t take into account percentage of traffic, or cost per lead or even saturation of channel impressions.
- If you spend 10 times as much on LinkedIn but get 5 times the leads as Twitter, which channel is better?
- If you get 10 times the traffic from Facebook as you get from YouTube, how do you compare the results on an awareness campaign?
- If you spend 10 times more on BOFU campaigns on Google Ads as you do on TOFU campaigns, how do you determine whether it’s working or not?
- If you get leads on Facebook that are 10 times cheaper than leads from LinkedIn, but convert into customers at half the rate, which is better?
These are all complex questions that require thoughtful calculation (even though initially they might seem like simple questions to answer).
Here’s my point: calculating ROI (because that’s ultimately what we’re trying to measure here) is difficult.
Don’t make the mistake of oversimplifying the comparisons and ending up with the equivalent of sensational COVID headlines.
BTW, it’s another reason why HubSpot’s incremental attribution features (eg the deal create attribution card that we discussed last week in Shot 4) are so important. Careful, considered attribution is the mark of the successful marketer.
Shot 9: HubShots Throwback of the Week
Via the HubSpot product updates blog.
This time a year ago HubSpot was adding geeky stuff into the Design Manager (serverless functions, themes, @hubspot folder).
Shot 10: Resource of the Week
How to Measure Content Performance
Speaking of ROI (in Shot 8) SEMrush have a good overview of how to measure content performance - with a stress on overall revenue attribution as a key metric.
As usual they have a handy image to summarise the pieces:
See the full hi-res version here on the SEMrush site.
Shot 11: Quote of the Week
“Learning to fly is not pretty but flying is.”
- Satya Nadella in Hit Refresh (p111)
I’ve been reading Hit Refresh this past week, and it’s just wonderful.
As some of you may know, prior to my marketing career, I was a software engineer for more than 20 years - the majority of that time within the Microsoft ecosystem. I started moving into marketing circles, and thus out of developer circles around 2010, so I’ve been a bit out of touch with how Microsoft had changed over the last decade (apart from the obvious public news). Reading Satya’s book has been such a motivating read (he took over as CEO in 2014) - learning how he instilled empathy as the foundation for the new Microsoft, including embracing a growth mindset for the corporate culture.
Shot 12: Follow Us on the Socials
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HubShots is produced by Christopher Mottram from Podcastily.
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