HubShots Episode 118: Dark social, Newsletter headlines, Automated Tasks of Deal Stages

Welcome to Episode 118 of HubShots!

Welcome to HubShots, APAC's number 1 HubSpot focused podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we look at LinkedIn’s sponsored video push, think through dark social, review HubSpot features for deal stages, and consider how CB insights tweaks their newsletter headlines to increase open rates.

Listen to the show here:
https://soundcloud.com/hubshots/118-dark-social-newsletter-headlines-automated-tasks-of-deal-stages

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

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Recorded: Thursday 05 April 2018 | Published:

Shot 1: Inbound Thought of the Week

Companies can now add video natively to their company pages:

https://marketingland.com/linkedin-is-rolling-out-native-video-advertising-video-for-company-pages-237146

Video for sponsored content:

https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2018/linkedin-goes-all-in-on-b2b-video

In short: LinkedIn ad functionality catching up to other platforms.

Shot 2: HubSpot Marketing Feature of the Week

Funnel of contact lifecycle stages

Full list of March releases:

https://blog.hubspot.com/customers/the-complete-list-of-march-2018-product-updates

Shot 3: HubSpot Gotcha of the Week

PandaDoc integration with HubSpot

While doing this with a client and using the Products within Sales Pro we tried to get the product information into PandaDoc.

Unfortunately, this could not be done as it pulls contact properties and not sales properties like products.  Just be aware of this if you are using HubSpot Products and PandaDoc.

There is a request in to have this pulled into PandaDoc from HubSpot.

https://help.pandadoc.com/faqs/hubspot-integration-with-pandadoc/

Shot 4: Marketing Tip of the Week

What is Dark Social?

Traffic that comes from sources that the referrer can’t be identified eg:

• Messaging/Chat Apps (FB Messenger, WhatsApp, SnapChat, etc)
• Some Social apps eg FB that open a site within their own browser
• Email that doesn’t include any tracking details

It is usually lumped within the Direct channel in Google Analytics.

Some analytics tools are getting better at allocating it to other channels (eg Chartbeat)

Why is it important?

A lot of sharing is done outside the trackable channels and instead is done via Messaging apps, or direct email etc.

It’s important because it often is recommended by friends - ie it isn’t traffic from clickbait headlines etc.

How to measure it more accurately

• Use tracking links if possible eg when you share on social - so that if others then copy your link and share it in a messaging app it includes the tracking details.

Further reading:

https://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report

https://knowledge.hubspot.com/sources-user-guide-v2/how-to-analyze-sources-data

https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know

https://adespresso.com/blog/dark-social/

Shot 5: HubSpot Sales Feature of the Week

Automated Tasks on Deal Stages

This gives you the ability to create tasks on deals automatically when deals change stages.

Use this to standardise your sales processes!

https://www.hubspot.com/product-updates/automated-tasks-on-deal-stages

Shot 6: Opinion of the Week

https://daringfireball.net/2018/04/users_and_customers

“The linguistic trick Zuckerberg pulls here is that nowhere in the entire interview does he mention the words user or customer. He only says you (in the plural sense) and people. That’s a dodge, because unlike Apple — and Amazon — Facebook’s users are not its customers — and most of the controversies they are dealing with today all stem from the fact that they favored their customers (advertisers willing to pay ever-higher sums for ever-more-invasively-targeted ads) at the expense of their users.”

Shot 7: Checklist of the Week

Whose meeting is this? A simple checklist by Seth Godin

Can your next meeting (not conversation, not presentation, but meeting) pass this test?

1. There's one person responsible.
2. The time allocated matches what's needed, not what the calendar app says.
3. Everyone invited is someone who needs to be there, and no key party is missing.
4. There's a default step forward if someone doesn't come.
5. There's no better way to move this forward than to have this meeting.
6. The desired outcome is clearly stated. The organizer has described what would have to happen for the meeting to be cancelled or to stop midway. "This is what I want to happen," and if there's a "yes," we're done.
7. All relevant information, including analysis, is available to all in plenty of time to be reviewed in advance.

If you score a seven, count me in.

http://sethgodin.typepad.com/seths_blog/2018/04/whos-meeting-is-this-a-simple-checklist.html

Shot 8: Resource of the Week

https://www.cbinsights.com/research/team-blog/newsletter-headlines/

Here’s what works for us. (Note: There are no rules with newsletters. Do what is right for you)

• Brand names – There is a reason big tech blogs cover Google, Apple, etc so much. People care about them. Brands work.
• Short titles – Less is more.
• Negativity – Unfortunately, “A unicorn takes flight” will do worse than “A unicorn falls to earth”. The news adage that “if it bleeds, it leads” seems to hold here.
• Surprises – Contrarian views or data on widely held beliefs or areas do well.

http://www.convinceandconvert.com/digital-marketing/boost-our-marketing-budgets/

Shot 9: Quote of the Week

“You can easily judge the character of a man by how he treats those who can do nothing for him.”

― Simon Sinek, Leaders Eat Last: Why Some Teams Pull Together and Others Don't

Shot 10: Bonus Links of the Week

http://www.niemanlab.org/2018/03/this-is-the-next-major-traffic-driver-for-publishers-chromes-mobile-article-recommendations-up-2100-percent-in-one-year/

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