Bringing Inbound Back

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Cleveland HubSpot User Group presentation recapping Inbound 2012 and the release of HubSpot 3.

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  • Bringing Inbound Back

    1. 1. Cleveland HubSpotUser Group Cleveland HubSpot User Group Bringing Inbound Back Sept. 18, 2012Twitter: #CleHUG
    2. 2. HubSpot Updates• Inbound 2012• Unveiling of HubSpot 3• Relaunch of HubSpot Academy• Mobile AppTwitter: #CleHUG
    3. 3. Cleveland HUG Special Guest Ryan Brown Brand and Buzz Strategist @ HubSpot• Founded RB Productions• Emerson College• Named and started the ‘original’ HubSpot Academy• Creative Direction at HubSpot• Responsible for Production & Design at Inbound.• Twitter: @_RyanBrown_Twitter: #CleHUG
    4. 4. Meeting Agenda Bringing Inbound Back• Overview of Inbound 2012• HubSpot 3 Tools & Features• Use Cases• Inbound 2013• Questions?Twitter: #CleHUG
    5. 5. Highlights from Inbound 2012Twitter: #CleHUG
    6. 6. HubSpot 3• HubSpot 3 — 1+1=3• Integrates front-end content system with back-end context.• Enables automation of marketing activities to effectively and efficiently execute inbound marketing.• Provides CONTEXT to the online user experience through a customized content.Twitter: #CleHUG
    7. 7. HubSpot 3 — New Contacts & DatabaseTwitter: #CleHUG
    8. 8. HubSpot 3 — New Contacts & Database• Central location for management of contact information.• Includes social and 1,000+ customizable fields.• Timeline maps out a user’s interactions with your site and content.• Cool features: - Contacts can be added individually. - Pulls in social profile information. - Lists lead status in the sales process. - Profile can be shared with members of the sales team through a public link. - “Search in Google” option. Twitter: #CleHUG
    9. 9. HubSpot 3 — New Contacts & DatabaseTwitter: #CleHUG
    10. 10. HubSpot 3 — New Contacts & Database• New member at Cleveland HUG event: - Manually add contact information. - Customizable fields related to your business — select “Cleveland HUG Member” - Automatically adds contact to a “Smart List.”• Existing lead that downloaded an inbound marketing ebook: - Listed as “Lead” with first seen and past engagement. - Profile can be shared with sales team members. - Create lead nurturing campaign to further pull through through the sales cycle.Twitter: #CleHUG
    11. 11. HubSpot 3 — New Email ToolTwitter: #CleHUG
    12. 12. HubSpot 3 — New Email Tool• New tool and user interface.• Target a segment through a static or smart list based on lead behavior.• Cool features: - 15+ established best practices templates. - Preview screen updates as you edit and follows you down the page. - Personalize email based on contact fields. - Insert CTAs. - Social sharing options. - Web page version. - Analytics. Twitter: #CleHUG
    13. 13. HubSpot 3 — New Email ToolTwitter: #CleHUG
    14. 14. HubSpot 3 — New Email ToolTwitter: #CleHUG
    15. 15. HubSpot 3 — New Email ToolTwitter: #CleHUG
    16. 16. HubSpot 3 — New Email Tool• Cleveland HUG event email: - Select template, load content, preview and send test. - Use “Smart List” for past attendees. - Share via social media. - Check analytics in real-time.• Nurture lead after they download a piece of gated content: - Create workflow to launch following the download. - If they download the ebook and have more than 100 Twitter followers. - If they download the ebook and have visited 10 or more pages on your site. - Start and stop emails based on response — if they fill out your request a demo form, etc.Twitter: #CleHUG
    17. 17. HubSpot 3 — New Landing PagesTwitter: #CleHUG
    18. 18. HubSpot 3 — New Landing Pages• Create a page, and variations of a page, within minutes.• Smart content to create context for visitors.• Cool features: - New interface with preview screen. - Templates are responsive to browsers and devices. - Built in CTA builder. - A/B testing for any element on the page. - Edit versions based on performance. - Integrated with forms to kick off predetermined workflows. Twitter: #CleHUG
    19. 19. HubSpot 3 — Smart Fields• Create forms for any field in contact database.• Increase conversion rates by eliminating redundancy in form submission requests.• Cool features: - Automatically remove form fields based on previously gathered information. - Automatically updates information in contact database. - Integrated with workflows. Twitter: #CleHUG
    20. 20. HubSpot 3 — Smart CTAs• Create and manage effective CTAs in emails and on landing pages.• Cool features: - Automatically delivers a CTA based on lead information. - A/B testing to determine most effective wording, placement, color, size, etc. - Integrated with workflows. Twitter: #CleHUG
    21. 21. HubSpot 3 — Smart Fields & CTAs• Cleveland HUG attendee: - Visits the PR 20/20 site for the first time. - “Follow us” on social media. - Fills out a form to receive information on upcoming events — includes name, email, indicates they are a Cleveland HUG member.• Next time they visit... - Form updates to reflect that they have already indicated they are Cleveland HUG member. - CTA updates to “Share this” on social media because it already knows they are a follower.Twitter: #CleHUG
    22. 22. HubSpot 3 — Social MediaTwitter: #CleHUG
    23. 23. HubSpot 3 — Social MediaTwitter: #CleHUG
    24. 24. HubSpot 3 — Social MediaTwitter: #CleHUG
    25. 25. HubSpot 3 — WorkflowsTwitter: #CleHUG
    26. 26. HubSpot 3 — Fully IntegratedTwitter: #CleHUG
    27. 27. HubSpot 3 — Content + ContextTwitter: #CleHUG
    28. 28. HubSpot 3 — Context
    29. 29. HubSpot 3 — Context
    30. 30. HubSpot 3 — ContextTwitter: #CleHUG
    31. 31. HubSpot 3 — Fully IntegratedTwitter: #CleHUG
    32. 32. HubSpot 3 — Fully IntegratedTwitter: #CleHUG
    33. 33. HubSpot 3 — TimelineTwitter: #CleHUG
    34. 34. Mobile App• Access HubSpot on the go with the mobile app for iPhones.• Cool features: - Toggle between accounts - Dashboard - Sources - Contacts - Push notifications Twitter: #CleHUG
    35. 35. Inbound 2013 www.inboundconference.comTwitter: #CleHUG
    36. 36. Questions? Dia Dalsky Ryan Brown Cleveland HUG Leader, PR 20/20 Brand and Buzz Strategist, HubSpot dia@pr2020.com rbrown@hubspot.com Twitter: @DiaDalsky Twitter: @_RyanBrown_Twitter: #CleHUG

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