Last week HubSpot announced the launch of Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. To celebrate experts from HubSpot's own Product and Marketing Teams will be answering your questions next week on how to start marketing right with HubSpot.
Some topics of interest you can ask the team about include:
The Marketing Hub Starter product and features to help you to get started growing your business.
Converting traffic into leads with ads and forms
Engaging and nurturing leads with personalized email marketing
Analyzing and improving your efforts using essential marketing reports
This AMA will start on Friday, July 27th at 9:00 AM ET. Paul, Courtney, Marjorie, Eabhan and Tova will be answering questions between 9am - 5pm ET. Feel free to start adding questions now, and the team will begin answering them on Friday.
Paul Weston (@pweston3) Tom Monaghan (@TomMonaghan) Senior Product Manager, Marketing Hub Director of Product, Email
Great question! I recommend your marketing interns start with the Inbound Certification and (especially!) Inbound Marketing Certification. These will provide the most context on the state of inbound marketing. The latter will also start to touch on the implementing inbound strategies.
Depending on the interns' exact roles, we do also have certifications that cover Content Marketing, Email Marketing, and Social Media Marketing that could help with more specific strategy/application needs.
Tracks are a little less time intensive and targeted (in terms of subject matter). We have a business writing track with author Daniel Pink (see here) that may be useful. The Building Sustainable Traffic for Business Growth track, taught by Matt Howell-Barby, also breaks SEO down in an incredibly accessible way.
Any and all content can also be taken as bite sized lesson (usually 30 minutes or less). So if time is a worry, I recommend having your interns look at the Lesson tab first to make sure they are getting the information they need — fast.
"what's your biggest piece of advice for EMEA marketers who are impacted by GDPR?"
So first off: TINAL - Tom Is Not A Lawyer.
So the short answer is, do the right thing. GDPR is Inbound, with a host of very specific requirements added in. Review those and how they impact your business. Engage a lawyer. Only you and they can know the impact and requirements on your business.
Ok, now that that's out of the way. My biggest piece of advice is to focus on being transparent with your contacts. Did you give them notice? Were you super clear on how you're establishing the legal basis for storing their data and communicating with them? Finally, if you don't know the answers to these questions, you can be sure your contacts won't know either and I'd guess that's not a discussion anyone wants to have with a regulator.
If you are looking to specifically track contacts that have the original source of 'offline sources' you can use that criteria to create a list and then drill down based off actions you are interested in.
If you are looking to dig into something else please let me know.
@TomMonaghan, @pweston3 can you give a high level breakdown of when to use Sales HUB CRM email tools and when to use Marketing Hub email tools? I'm struggeling to explain to my teams the difference in use case, target audience and strategy - I also don't want my teams misusing the tools and compromising sending scores.
...on that note, how do sending scores work at HubSpot?
Sales Hub email tools, like Sequences and Templates, are optimized for making sales rep processes more efficient. Here are some examples:
Before/after meeting with someone
Moving a conversation to email (from a phone call, social network, or in-person)
Regular customer outreach and nurturing
In any case, Sales Hub email makes your life easier because you can save and automate templates of follow-up emails for a variety of these sales scenarios, and customize them on a 1-to-1 basis if you'd like.
Marketing Hub email tools are best suited for targeted campaigns at scale. This is the tool you want to use to reach a larger (yet well-segmented) audience. Here are some examples:
Invitation to attend a webinar or event
Promote or showcase products you're selling
Update your audience with relevant announcements or news
In Marketing Hub Starter, you can to segment and send to lists of contacts, look professional with an easy-to-use editor, and measure success with robust post-send reporting. With Marketing Pro & Enterprise, you can also send automated workflows, blog notifications, A/B tests, and more.
Lead generation/conversion is the fundamental focus of a lot of marketers because its how they drive revenue for their business. As a customer marketer, driving revenue (1) looks a little different for me, and (2) is only one part of my goals.
The three pillars of our customer marketing team are Engagement, Advocacy and Revenue. My role is then to build communication strategies that support each of these pillars. Because I support a variety of goals- the results that I focus on are highly dependant on the TYPE of email I'm sending.
Enable customers to see growth with HubSpot and our products.
Example: Creating automated onboarding resources for customers to support their early experience with HubSpot.
Results: Focus on engagement with the HubSpot product and self-reported satisfaction with HubSpot.
*The important thing to note is that engagement is the central pillar of our customer marketing strategy, only by showing your customers TRUE value can you create advocates and customer revenue
Enable our happiest customers to be our best marketing team
Example: Focusing on moments when our customers are seeing success, and encouraging them to write a review for HubSpot at that point
Results: % of customers who are advocates or review success
Driving revenue by improving retention and showing value of other products to your customer base
Example: Surfacing products to customers that are a good-fit for their usage
Results: Increased retention or revenue from the customer base
Welcome to HubSpot Community. Thank you for the feedback. We are currently working on processes to make sure our content and certifications are available in more languages moving forward. I have forwarded this feedback along to the team responsible for these translations to continue to support their efforts!
So Hubspots email reporting is super messy in my opinion. What do you all use to have a clean way to report on email sends both total and by recipient.
Is there anything we can do to keep our internal people who receive our emails off the analytics? Like a seed list? I have worked other places where a 'seed list' is used and it is kept separate from the actual email recipients.