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Inbound 2018 Recap: Product Design and Email Automation


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Austin HUG Recap

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Inbound 2018 Recap: Product Design and Email Automation

  1. 1. First time at HUG? We’re so glad you’re here! We meet once a quarter to share inbound marketing best practices and get to know other marketers in Austin. (By the way, lunch is on HubSpot.)
  2. 2. Agenda 11:30 - 11:50 AM - Sign in, network, grab lunch 11:50 AM - Announcements 12:00 - 12:45 PM - Inbound 2018 Recap: Product Design + Email Automation with Tram Dao and Tova Miller from HubSpot 12:45 pm - Wrap up
  3. 3. Have you joined the Facebook group? Join us! We share tips and advice, post job openings, and just generally have a great time talking with other HubSpot marketers in Austin.
  4. 4. We want to hear from you! We’ll be sending out a survey after the meeting to get your feedback. Please let us know if you have any questions or suggestions.
  5. 5. VIDEO Austin HUG Fall 2018
  6. 6. Agenda ● Introductions ● What’s new at HubSpot? ● Identifying and testing assumptions ● Email Automation ● Q&A
  7. 7. Meet the speakers Tram Dao Product Designer @HubSpot Cat enthusiast Tova Miller Marketing Manager @HubSpot Dog enthusiast #TrovaTravels
  8. 8. Technical Support Product DesignSales Engineering Tram Dao Aerialist @tramdao Boston University
  9. 9. Technical Support Marketing Manager Associate Marketing Manager Tova Miller Yoga Teacher @tovamiller University of Florida
  10. 10. VIDEO
  11. 11. VIDEO
  12. 12. VIDEO Product Announcements INBOUND 2018
  13. 13. VIDEO
  15. 15. Marketing Hub HubSpot CRM Sales Hub Service Hub Introducing the HubSpot Growth Suites All the tools HubSpot has to offer at the Starter, Professional or Enterprise level, available in a single package available for 25% off See for more details. Required onboarding and contact pricing not included above. Buy before price increaseson 11/1!
  17. 17. VIDEO Humans LOVE video 20% of people will read the text on a page, but 80% of people will watch a video. (My SMN, 2017) HubSpot Statistics
  18. 18. VIDEO Humans LOVE video Wordpress Blog Of all time online is spent watching video. Of all internet traffic will be dedicated to video by 2019 People watch a video on Facebook every day.
  19. 19. VIDEO Humans LOVE video Including a video in a post increases organic traffic from search results by 157%. (Search Engine People, 2017) HubSpot Statistics
  20. 20. VIDEO Humans LOVE video After watching a video, 64% of users are more likely to buy a product online. (Forbes, 2017) HubSpot Statistics
  21. 21. VIDEO Viral videos still drive views but people now gravitate towards video that’s more personal and interactive. And it’s not just cat videos
  22. 22. VIDEO There is opportunity for businesses to better connect with their audience, if they take a more personal, interactive approach. Personal is the new Viral
  23. 23. VIDEO Made by a creative team Highly produced A big awareness play Hard to measure But change is hard and we’re stuck thinking videos have to be
  24. 24. VIDEO Video as Video as Marketing Tactic Business Strategy Match the change And go from
  25. 25. VIDEO
  26. 26. VIDEO Video as a Tactic ● Made by creative team ● Highly produced ● Expensive ● One-to-many ● Awareness play ● Unmeasurable Match the change Video as a Strategy ● Made by all teams ● Low production ● Cheap ● Conversational ● Actionable and BOFU ● Measurable
  27. 27. HubSpot Video Marketing Marketers can now host and manage video files inside of HubSpot for free. Users can embed those videos into website pages, and blog posts with just one click, and add in-video CTAs and forms to make videos interactive. New video landing page and blog post performance analytics help maximize the impact of video marketing campaigns. Available Now | Marketing Hub Pro & Enterprise
  28. 28. HubSpot Video Selling Salespeople can build stronger relationships with prospects by creating, sharing, and tracking personalized videos right from the HubSpot CRM. Available Now | Sales Hub Pro & Enterprise
  29. 29. HubSpot Video Service Service teams can help customers faster and more completely with personalized help videos created and shared directly from Service Hub. Service agents can record their screen right from a ticket and send to customers, improving service and solving issues faster. Service teams can also host and embed videos in their knowledge base. Available Now | Service Hub Pro & Enterprise
  30. 30. VIDEO
  31. 31. VIDEO How testing assumptions helped us grow better products
  32. 32. “People will purchase shoes online”
  33. 33. “Unless you have tested the assumptions in your business model first, outside the building, your business plan is just creative writing” Steve Blank
  34. 34. “Users will purchase modules from the marketplace.”
  35. 35. Assumptions Gathering workshop Time required: 40 minutes [5 min] Introduce the participants [5 min] Introduce the problem [10 min] Write down all of your assumptions about the solution [20 min] Each participant presents their assumptions to the group.
  36. 36. Mapping assumptions High risk Low risk UnknownKnown
  37. 37. Mapping assumptions High risk Low risk UnknownKnown
  38. 38. Turn risky assumptions into hypotheses We believe that [risky assumption] The smallest thing we can do to prove that is [low-effort, iterative experiment] We will know when we’re right when [measurable result]
  39. 39. Experiments to test your hypotheses The Wizard of OzImposter Judo High Hurdle
  40. 40. VIDEO The Nurturing Strategy That Improved HubSpot’s Nurturing Engagement By Over 1,000%
  41. 41. Just one piece of the puzzle
  42. 42. 2015
  43. 43. OPEN RATE 30% CLICK THROUGH RATE 14% Numbers based on averages from programs
  44. 44. 2016
  45. 45. Get Traffic Get Leads Get Customers
  46. 46. Pic of emails can get them here: https://app.hubspot .com/workflows/53/ flow/919484/edit
  47. 47. OPEN RATE 37% CLICK THROUGH RATE 17% Numbers based on averages from programs
  48. 48. 2017
  50. 50. KEY: Rocket = Engagement
  51. 51. Pick Your Own Adventure
  52. 52. OPEN RATE 67% CLICK THROUGH RATE 61% Numbers based on averages from programs
  53. 53. Numbers based on averages from programs OR 43% CTR 5% OR 67% CTR 61% Don’t ID Challenge ID Challenge +1120%
  54. 54. OR 30% CTR 14% Numbers based on averages from programs OR 37% CTR 17% OR 67% CTR 61% 2015 2016 2017 PYOA
  55. 55. Numbers based on averages from programs 2015 2016 2017 +336% +259% +1120% w/o challenge
  56. 56. Takeaways Numbers based on averages from programs 1. Ask 2. Follow up contextually 3. Provide value FIRST 4. and...
  57. 57. ASSUME ASS+U+ME
  58. 58. VIDEO Questions?
  59. 59. VIDEO Thank YOU, Austin!