Episode 8: Buyer vs Seller Beware

Welcome to Episode 8 of HubShots!

Recorded: Tuesday 24 November 2015

In this episode we cover:

Welcome

We caught up with Mads, Varun and the HubSpot Sydney team in their new office.

Shot 1: Inbound Thought of the Week

• Daniel Pink: Information asymmetry where the seller has more information.
• Seller beware: Buyers have more power than ever to research and make decisions long before they reach out to a vendor.
• Buyer beware: Sellers have access to more details about your activity, demographics and habits than you can imagine.

Shot 2: HubSpot Feature of the Week

Create tracking url in tracking url builder and it gives you the AdWords template as well.

eg {lpurl}?ads_adid={adgroupid}&ads_cmpid={campaignid}&ads_creative={creative}&ads_kw={keyword}&ads_matchtype={matchtype}&ads_network={network}&ads_targetid={targetid}&utm_campaign=HubShots&utm_content=text&utm_medium=search&utm_source=ppc&utm_term=hubspot

Shot 3: Challenge of the week

Thanks to Brendon for sending in this challenge:

"Hi Ian and Craig - In episode 6 you requested audience input into Hubspot challenge of the week. I'm finding that every now and then when a visitor to our website is signing up for a webinar or an event using the Hubspot form, they will use the same form and sign up a colleague from their browser. Hubspot places a cookie in the browser the first time someone completes a form and assumes a one to one relationship between browser and contact. So the data gets really messed up when someone sequentially enters multiple sets of contact details into Hubspot forms from the same browser. For example, today I found a Hubspot contact who has one person's name in the email address and a different person's name in the first and last name and I believe this has originated from them signing up to a webinar we have been running and then signing up their colleague. Unfortunately, the names details were for a male and the email address for a female and so this is slightly embarrassing for me knowing I have recently send them an email with the incorrect name and name gender in Hi . Unfortunately it is not easy to rectify these inaccuracies in Hubspot. You manually correct the data and at a later point it goes back to its cookie information and uses this to overwrite any corrections. With Salesforce integration I am also getting the inaccurate data propagating into our sales information and overwriting correct sales information. Any thoughts to resolve this? I've spoken to Hubspot and they don't have any simple answers (apart from turning off cookies). It is one of the tradeoffs to get the level of tracking we want for contacts using Hubspot, but it is a bit of a nuisance. Thanks Brendon"

Shot 4: Opinion of the Week

Craig has a mini-grumble: Why are webinar recordings so bad? Even HubSpot’s webinar recordings (i.e. that you can watch later) are really bad - terrible audio quality, grainy video etc. Why don’t they record them in high quality?

If you prepare webinars there is a big opportunity to stand out from your competitors

Action item: Focus on audio quality in your next webinar

Shot 5: General Tip of the Week

• Paid only landing pages (e.g. sending someone to a landing page from Twitter)
• Use HotJar for viewing heatmaps: https://www.hotjar.com/ 
• How to see what #tags are being used and is relevant for Instagram: http://websta.me/search/hubspot
• Organise your resources page e.g. see how much opportunity there is to guide a visitor as to what is most useful for them

Shot 6: State of Inbound Item of the Week

p71: What Sources of Information Do You Rely on When Making Purchase Decisions for Business Software? Salespeople’s credibility is at an all-time low:

Shot 7: Content Marketing Institute Report Item of the Week

• Content Marketing In Australia Report 2016: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/
• 3714 respondents, 146 in Australia

p4: 46% of Australian marketers have a documented content marketing strategy (up from 37% last year)

p5 top challenge: 69% say creating engaging content is their top challenge. 55% said consistency was a challenge. i.e. creating the right type of content is harder than creating it consistently

Shot 8: Motivation of the Week

• Amazing: http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/
• YouTube: https://www.youtube.com/watch?v=dBnpr3pkFlk

Action item: Be realistic. Understand what content you have is working