Two weeks ago Hubspot held their annual marketing conference in Boston. It was a great chance to learn how industry leaders use inbound marketing. Leveraging some of the insights I learned, I built some content to share with you! This deck is short, informal and covers everything from the basics to more advanced concepts. Please also forward to anyone that might find this valuable. If you have any questions, please let me know and I hope to see you at Inbound 2018.

1. Hubspot Inbound Conference
10 cool things I learned at
Inbound (and I think you’ll like
too)

2. Hubspot Inbound overall (the boring stuff)
• Hubspot is main competitor to Marketo, focuses on startups
• ~21000 attendees
• 285 sessions
• My 3rd year attending
• Who’s the conference for?
• GEP leads, email marketers, social, web team, paid, content, sales, product marketing, event
teams, you name it.
• We don’t use Hubspot, why should I care?
• Hubspot does some of the best product agnostic marketing in the industry. The majority of
sessions aren’t “hubspotty” at all and are more about best practices and practical learnings
from the hubspot team and 3rd parties
• Were there big names there?
• Oh yeah, Michele Obama, Brene Brown, Adam Grant and Rand Fishkin to name a few

3. #1 Email – Stop sending email to people that don’t
open…it’s called Graymail (This was directly from
their head of email)
Stop sending after 4-5 emails that aren’t opened. Suppress them!
Reengage 60-90 days later, but that re-engagement email needs to
be the bomb! You might get 10% that come back. The 90% that
don’t come back, they are gone! Suppress them and let them come
back on their own

4. #2 Email – Send at the right time – Stop
sending on Tuesday morning…it doesn’t work
• Monday/Friday/Saturday/Sunday – Do great! Or better yet…
• Dynamic! A user filled out the form at 7pm on a Friday, visited the site on Monday at 2pm….When do you
think is a good time to send? Tuesday at 7:30am? Really?! Seventh Sense, Hubspot insights and other
platforms will email each person at the right time. If there is no data on when to send, the AI will try
different times and find the ideal time per person!

5. #3 Email – Choose your own adventure in
email
Here’s a cool example of how
Hubspot is finding out what
product the customer is most
interested in. After this, the
customer gets the appropriate
stream without Hubspot having
to guess. They also had
examples of this for the
customer journey.

6. #4 Email – Stop sending from no reply
• You want replies

7. #5 Sales and Marketing – Appointment
goodness
Hubspot and 3rd parties like Calendly are enabling seamless calendaring with the sales team. What does
this mean? Imagine contact us and request a demo forms that have calendars right in the form that are
sync’d to the sales team. It then looks at the sales team calendars (via outlook) and schedules a time that
works (the sales person can pick and choose when to be available). No emails, no bots. Let’s say you have
a sales team pool, you can even do round robin to them too. They even use this as an “On behalf” of email
from sellers

8. #6 Sales and Marketing – Send emails to the
field via your automation system
Hubspot is using the very platform it uses for its customer
and uses it for its sales team. Now they know when sellers
have opened emails. If they don’t get a lot of opens/clicks
they contact the sales leadership

9. #7 ABM Web – Anonymous web data grouped
by company
Many companies are now focusing
on measuring engagement over
form fills. Here’s an example of
hubspot’s dashboard showing a
sales rep all the sites anonymous
visitors engaged with, all grouped by
company. The sales team can then
use this information to make a
call/outreach

10. #8 ABM Ads- targeted ads to co-workers of leads
This integration allows the marketing platform to serve ads to not only the lead that interacted
with the our content, but also blanket the targeting company with the same/similar messaging
that attracted the first contact. Don’t worry, they also have a Marketo connector

11. #9 ABM Ads – Dynamic retargeted ads through
Adroll
Companies like Adroll are
integrating with all
marketing automation
platforms to serve up
Dynamic, personalized ads
for that specific account to
get the contact to re-engage
with the site

12. #10 Web - Long form surveys suck. Micro surveys
are where it’s at
1. Here’s just some of the problems with long forms
a. Hawthorne effect
b. Survey bias
c. Researcher’s bias
d. Non-response bias
i. They won’t answer survey or can’t
e. Only subset of the audience
f. Inaccuracies due to question construction
g. Various external variables
Get more information
when they’re engaged!
Example…Thank you
pages. Micro surveys
can then direct them to
more relevant content

13. Bonus

14. #11 – FB Messenger is being used a lot more
Using Messenger instead of forms Post event NPSFacebook ads + chat bot + FB
messenger = no more forms…the
bot does the work