064: Preparing for 2017, Solve for the Problem, Artificial Intelligence

Welcome to Episode 64 of HubShots! Full show notes are available here: http://hubshots.com/episode-64/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 19 December 2016 | Published: Friday 23 December 2016 Shot 1: Inbound Thought of the Year Thinking back on 2016 and some of the key inbound learnings: Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem” http://hubshots.com/episode-40/ It has fundamentally changed our approach to everything – in business and in personal activities as well Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it. But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner. Shot 2: HubSpot Feature/Tip of the Year Craig’s favourite new items in 2016: Lead Flows – quickest wins we’ve had lately Ian’s favourite new feature in 2016: HubSpot Projects Shot 3: Pro Tip (Reminder) of the Week Analysing content in HubSpot: - Check your Page Performance report (Under Reports menu) - Check the SEO optimisation of each page (start with your top 10 most popular pages) - Update the content for latest findings and accuracy - Update internal links to increase relevance and freshness - Update ‘Last Updated’ date - Add a tailored Lead Flow slide-in onto the page - Check the CTA results for the page and if needed create a variation to test the - - CTA against to increase click through and conversion Shot 4: Opinion(s) of the Week A look at: What has changed in 2016 What won’t change in 2017 How to combine the two – with examples Thinking about Artificial Intelligence Planning for the new year should include some analysis of what is new, but also what isn’t changing. What has changed in 2016 First, a look at 2016 in terms of marketing and what is changing: https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/ - Digital advertising overtook TV advertising for the first time. - Facebook dominates attention and marketing dollars - VR and AR take off (eg Pokemon Go) - AI starts changing from science fiction to reality - Enterprises are all changing to be media companies as part of the offering - Martech gets huge – Microsoft purchased LinkedIn - Privacy, fake news, data collection, Native advertising guidelines What ISN’T going to change in 2017 Thinking about what ISN’T going to change in the next few years. Recall Jeff Bezos’ advice: https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change What things will remain constant for your customers?: Prospects and customers want help and value and answers and solutions - They want quick response (consider whether you should invest in chat tools and the costs of having them managed) - They want trusted advisors, they want to feel safe - They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special - They want a good user experience Artificial Intelligence Paul Roetzer discusses AI in marketing: http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine https://www.narrativescience.com/quill-engage https://www.quillengage.com/ IBM Watson is driving AI based products: https://www.ibm.com/watson/ Eg their Customer Support tool is an example of where the industry is heading: https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top Shot 5: HubShots Resource of the Year Interviews with 7 Marketing Experts from HubSpot Sydney http://hubshots.com/the-hubspot-interviews We will be updating this in 2017 with more information! Shot 6: Quote of the Week “Christmas is doing a little something extra for someone.” ~ Charles M. Schulz