HubShots Episode 89: Sales Dilution, Naming HubSpot Workflows

Welcome to Episode 89 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/089-sales-dilution-naming-hubspot-workflows

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 24 May 2017 | Published: Sunday 18 June 2017

Shot 1: Inbound Thought of the Week

Sales Challenges

State of Inbound 2017: http://www.stateofinbound.com/

On the sales side, respondents tell us it’s getting harder to elicit a response from a prospect, close deals, and prospect for leads. 19% also say they’re struggling to incorporate social media in their sales process, and 13% think using sales technologies is now harder than it used to be.

Specifically in ANZ we found the 2nd challenge of avoiding discounting/negotiation interesting.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Workflow Naming

This came up in our WhatsApp group - how to name workflows.

This is important because as the number of workflows grows it can be difficult to find workflows from a year ago unless they are helpfully named.

There’s no one rule for every customer, but naming ideally includes notes about the lifecycle stage, goal of the workflow, industry, persona or audience targeted, type (eg Nurture versus Thank you), etc

Here’s a simple example:

Got some good tips from HubSpot and Justin in the group eg using pipes in the naming.

I’d love to be able to take a peek at HubSpot’s own internal workflows...

Shot 3: Marketing Tip of the Week

Check your GMail filters

I had set up a very efficient email filter that was catching HubSpot lead notifications for other portals and skipping the inbox - but mistakenly caught leads for our agency and pushed them to folders. Doh! Was missing out on leads!

Shot 4: HubSpot Sales Feature of the Week

Terminology updates

Recent = Last

Eg Recent Conversion Date = Last Conversion Date

Previous = Last

Previous Month = Last Month

But it is getting updated regularly and is almost consistent now.

Shot 5: Opinion of the Week

Sales Dilution

noun

1. The result of being too afraid to take risks because management thinks it will result in ‘brand dilution’.

Shot 6: Creative Top 10 of the Week

10 creative ideas for: Launching a new product to an existing customer base

I am giving these suggestions based on it being physical!

1. Set expectation with an email to announce that you are so excited about the new product that is launching.
2. Use retargeting on customer base so they see glimpses of the new product.
3. Tease photos in emails to customers show a bit of the product or some of the development you have done.
4. Create a video of people talking about the product but not mentioning what it is, may be highlighting how it has helped them in an intriguing manner!
5. 2 months before launch have an event to announce it where people can see/experience it.
6. Give the product to potential vocal/well known customers who can use it and share and help you promote it at launch.
7. Start product pre-sales by taking a refundable deposit post announcement.
8. Have customer experience events after launch so people can experience, try and talk about it.
9. Read this blog post from HubSpot! > https://blog.hubspot.com/marketing/elements-flawless-product-launch-li#sm.0000hk2jv71ef1erlupvxs2v2k805
10. Send SMS to customers creating expectation.

Shot 7: Book of the Week

Tools of Titans by Tim Ferriss > https://toolsoftitans.com/

Shot 8: Resource of the Week

Australia now has its own Think with Google Site, Insights you want.

Data you need.  > https://www.thinkwithgoogle.com/intl/en-aunz/

Shot 9: Quote of the Week

“The world is changed by your example, not by your opinion.”

― Timothy Ferriss

We should have put this in Opinion of the Week!

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://artplusmarketing.com/since-facebook-roll-outs-are-dog-shit-heres-how-to-tag-products-and-send-customers-straight-to-7fc54e306120

Tool to investigate:

http://www.funneldash.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.