Austin HUG Recap

2. 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.)

3. 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

4. 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.
https://www.facebook.com/groups/atxhug/

5. 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.

6. VIDEO
Austin HUG
Fall 2018

7. Agenda
● Introductions
● What’s new at HubSpot?
● Identifying and testing assumptions
● Email Automation
● Q&A

8. Meet the speakers
Tram Dao
Product Designer
@HubSpot
Cat enthusiast
Tova Miller
Marketing Manager
@HubSpot
Dog enthusiast
#TrovaTravels

9. Technical Support Product DesignSales Engineering
Tram Dao
Aerialist
@tramdao
Boston
University

10. Technical Support Marketing
Manager
Associate
Marketing Manager
Tova Miller
Yoga Teacher
@tovamiller
University of
Florida

11. VIDEO

12. VIDEO

13. VIDEO
Product Announcements
INBOUND 2018

14. VIDEO
hubspot.com/new

15. VIDEO
STARTER, PROFESSIONAL, &
ENTERPRISE GROWTH SUITES

16. 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 hubspot.com/new for more details.
Required onboarding and contact pricing not included above.
Buy
before
price
increaseson
11/1!

17. VIDEO
HUBSPOT VIDEO

18. 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

19. 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.

20. VIDEO
Humans LOVE video
Including a video in a post increases organic traffic
from search results by 157%.
(Search Engine People, 2017)
HubSpot Statistics

21. VIDEO
Humans LOVE video
After watching a video, 64% of users are more
likely to buy a product online. (Forbes, 2017)
HubSpot Statistics

22. 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

23. 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

24. 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

25. VIDEO
Video as Video as
Marketing Tactic Business Strategy
Match the change
And go from

26. VIDEO

27. 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

28. 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

29. 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

30. 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

31. VIDEO
hubspot.com/new

32. VIDEO
How testing assumptions
helped us grow better
products

33. “People will purchase shoes online”

34. “Unless you have tested the
assumptions in your business model
first, outside the building, your
business plan is just creative writing”
Steve Blank

35. “Users will purchase modules from the marketplace.”

36. 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.

37. Mapping assumptions
High risk
Low risk
UnknownKnown

38. Mapping assumptions
High risk
Low risk
UnknownKnown

39. 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]

40. Experiments to test your hypotheses
The Wizard of OzImposter Judo High Hurdle

41. VIDEO
The Nurturing Strategy That Improved
HubSpot’s Nurturing Engagement By
Over 1,000%

42. Just one piece
of the puzzle

44. 2015

47. OPEN RATE
30%
CLICK THROUGH RATE
14%
Numbers based on averages from programs

48. 2016

49. Get Traffic Get Leads Get Customers

51. Pic of emails can
get them here:
https://app.hubspot
.com/workflows/53/
flow/919484/edit

52. OPEN RATE
37%
CLICK THROUGH RATE
17%
Numbers based on averages from programs

53. 2017

54. GROUNDBREAKING
REMARKABLE
CRAZY
WE ASKED.

55. KEY:
Rocket = Engagement

56. Pick Your Own
Adventure

63. OPEN RATE
67%
CLICK THROUGH RATE
61%
Numbers based on averages from programs

64. Numbers based on averages from programs
OR
43%
CTR
5%
OR
67%
CTR
61%
Don’t ID Challenge ID Challenge
+1120%

65. OR
30%
CTR
14%
Numbers based on averages from programs
OR
37%
CTR
17%
OR
67%
CTR
61%
2015 2016 2017 PYOA

66. Numbers based on averages from programs
2015 2016 2017
+336% +259% +1120%
w/o challenge

68. Takeaways
Numbers based on averages from programs
1. Ask
2. Follow up contextually
3. Provide value FIRST
4. and...

69. ASSUME
ASS+U+ME

70. VIDEO
Questions?

71. VIDEO
Thank YOU, Austin!