Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by siloedapartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace, lord lack, lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:22):
tool in your superhero toolbelt? Knowledge.
Never fear hub heroes. Get readyto don your cape and mask, move
into action, and become the hubhero your organization needs.
Tune in each week to join theleague of extraordinary inbound
heroes as we help you educate,empower, and execute. Hub
(00:46):
Heroes, it's time to unite andactivate your powers.
George B. Thomas (00:53):
Alright. Well, sorry. I didn't mean for you to
hit your knee as you got backinto your desk there.
Max Cohen (00:57):
It's my ankle.
George B. Thomas (00:58):
Oh, is it your ankle? Oh, jeez. That that that
hurts.
Max Cohen (01:02):
Little funny bone.
George B. Thomas (01:03):
That's not so funny. Not so So so today, Liz
is on vacation. So she ismissed, of course, but we're
glad to be back on the mic andrecording. Today's episode,
we're gonna talk about somethingthat probably has quickly become
one of the most powerful toolsin HubSpot, but under the radar,
because it's very easy to flyunder the radar when everything
(01:25):
is about AI and Breezeintelligence and copilot this.
There's just been, I mean, we'recoming off a spring spotlight.
If you didn't know, there's likeAI in HubSpot. Okay. Now you
know, there's AI in HubSpot,what else is in HubSpot? What
else has gotten really powerful?And I wanna take time to talk
about, because I feel like thecommunity just needs to know is
(01:48):
campaigns.
Now, before we get hate mail andwe get boos and all that stuff,
listen, I get it historicallycampaigns and HubSpot has been
treated like a marketing onlytool. It's this layer, right?
That's been there and you coulddo some things, but not all
things. And then it started toget these little changes like
(02:08):
custom properties that you couldadd to it and stuff like that.
And then all of a sudden Iopened it up and my gosh, all of
sudden I saw that you could addmore things than one realized
maybe that you could add.
And my mind was exploded to thisis no longer about marketing.
This is about marketing. It'sabout content. It's about CRM.
(02:32):
It's about automation.
It's about your library ofassets. It's about sales. Even
if you're not using HubSpot foryour content, it's about
external websites. Max, it'seven about marketing events and
tracking URLs. And by the way,those are just the high level
bullet point items that are inthe campaigns tool.
(02:54):
So, so first of all, let's juststart off with this. The
campaigns tool has evolved overthe recent years, but I want to
know Chad and Max, like, one,how have you historically
thought about it? And and maybetwo, Max, it's been a while,
but, like, when you wereteaching the campaigns tool or
things like that, like, take usdown memory lane a little bit
(03:14):
for both of you.
Max Cohen (03:16):
I mean, when I was teaching it, jeez, this is back
in 2018. So what was this thingeven in 2018? I think the way
that I kinda described to peopleback then was that, like, hey.
Listen. There's a lot of thingsin HubSpot that you build that
work together.
Right? But unfortunately, allthose things have reporting
(03:41):
where those things live, whichsure is a great thing if you're
looking at an individual item.Right? But if you wanna
understand how all these thingsare working together in one
single pane of glass, that's whyyou create a campaign. Right?
And I primarily looked at it aslike a reporting tool. Right?
Which I don't know if you couldcall it just that today because
I just popped into it and used atemplate for the first time, and
(04:03):
I'm losing my mind here. It, youknow, it was really just like,
you know, sure you could build adashboard. Sure you could do
this.
Sure you could do that. But it'sjust like, hey. If you want us
to see how all your stuff isperforming. Right? It was like
the one thing in HubSpot thatglued everything together.
Mhmm. Right? All these, like,different things that you would
build, you know, from emails toCTAs to blog posts to landing
pages or whatever. Right?
George B. Thomas (04:25):
So, Chad, what where does your brain go?
Chad Hohn (04:27):
Yeah. I mean, that's where the where the way I would
think about it in the past aswell is, like, it was really the
glue that pieced together all ofthe HubSpot assets. And I just
really tell people, like, whatit is is it's the tool that
allows you to say, I'm usingthese things, and they got me
these people and these closedwon deals. Right? And that was
(04:48):
the way you were able to reallyattribute how they got there
versus, like, conversions persetup, right, or per thing
you're trying to do.
But, I would find that it wouldbe pretty difficult for smaller
businesses who have no conceptof real marketing to leverage
the tool effectively becausethey're like, I hire some guy to
(05:11):
do my Facebook ads, you know,like when they're doing their,
old construction Facebook adsbecause that's the industry that
I was from at the time. Right?So they're just hiring people to
do their Facebook ads. Theydon't know how, what the ads
look like, where they're going.They don't know anything about
any of that.
And so when they want clearreporting, their agency that
they're hiring wouldn't want touse this extra tool that they're
(05:34):
not familiar with or make allthe forms go be HubSpot forms on
the website. They wanted to uselike WordPress and WordPress
forms because that's the thingthat they already knew. Right?
So it required a little bit of abarrier of adoption. I feel like
at the time, But when you usedit, oh boy, was it wonderful
(05:55):
because it really was, you know,the windshield wiper fluid on
the, you know, gross window ofall of your marketing
activities.
George B. Thomas (06:03):
Very
Chad Hohn (06:04):
visual. And would allow you to see clearly. Yeah.
You're welcome. Sorry for No,
George B. Thomas (06:08):
I love it. I love it. And I do think that
seeing clearly, because if I goback in the way back machine for
a hot second, there was just alot of confusion. What
campaigns? Is it paid ads?
Is it email? Is it inbound? Whatis it? And I always used to
teach this thing of like, whatwe're really talking about is
inbound campaigns. The fact thatyou're creating valuable
(06:31):
content, you're creatingconversion points to have
conversations, and how can youshow kind of all of it in one
place to get that visibility andto have the clarity and to be
able to report so many of thewords that both of you are
saying.
So what I want to do though, isI want to kind of go through
this and I want to pick yourbrain a little bit, if there's
anything that kind of standsout. So for instance, now, if we
(06:54):
open up the marketing tab anddon't worry, we're going to,
we're going to get to the salestab, ladies and gentlemen, If
just hang on a you haven't beenin there, now you'll know. But
we're gonna go into themarketing tab. And so in the
marketing tab, we've got adscampaigns, we've got CTAs, and
we've got CTAs legacy. We've gotmarketing emails, SMS, social
posts.
(07:15):
When you guys think about thosebeing listed under the marketing
assets, like where does yourbrain go? Is there something
that's surprising you that'sthere? Or is there something
that you think is underutilized?Just unpack the marketing
section of the campaigns toolfor me.
Max Cohen (07:33):
Well, I'm going into, I'm trying to start from scratch
here. You said the asset, likejust all the assets, right?
George B. Thomas (07:38):
Yeah. So if you go in and you add an asset,
basically you click that buttonand you'll be able to open up
the first marketing kind offlywheel. And you'll, well, it's
not a flywheel. It's a littlelike Chevron actually. And under
marketing, you'll see thoseelements at your disposal.
Chad Hohn (07:55):
Yeah, I think there's probably four weird custom
scenarios. The thing that'sgonna be helpful is I guess it
depends. Right? So there there'salways been this, like,
difficult thing of if it's not astandard asset, how do you get
something related to a campaign.Right?
Like if, say, you have offlinesources. But for online sources,
(08:16):
the it works amazing becausethese are all places you can get
all these online sources. Theyhave, like, tracking URLs that
you add. So if you have somesort of weird offline sources,
you can kind of shoehorn theassociation, if you will, into
like a tracking URL or submit aform behind the scenes just via
(08:38):
API that doesn't actually doanything besides, you know this
thing came from this campaignfor this offline source, and
then just go secretly fire theform in the background So at
least it gets that personrelated to that campaign. Right?
That's like a way you can kindof solve for some of those,
like, weird issues that you'vehad. But yeah. I mean, this is
(08:59):
like there's so much stuff herethat you can now tie to a
campaign, whereas it used tobasically just be kind of the
content and forms. Right?There's a lot here.
Max Cohen (09:12):
I yeah. I mean, I love that all, like, the the
content and I get and when I saycontent tools, I don't
necessarily mean Content Hub. Imean, anything that you're using
to generate content. Soeverything under Yeah. Marketing
to me kinda falls into that.
Right? I think, like, the bigthing that I'm just like, well,
also it's weird that staticwell, I'm sure there's a reason.
I just haven't thought of it.But static lists is something
(09:34):
you could associate, but not anactive list. Mhmm.
And I'm wondering what technicallimitation there is blocking
that or what
George B. Thomas (09:42):
You fundamental guys are getting
ahead of the you're gettingahead of the thing. Like, just
under the marketing tab.
Chad Hohn (09:49):
Let's stick there for
Max Cohen (09:50):
a second. Under the marketing tab, I think
everything there is there thatshould be there. You know what I
mean? Like, it's I don't I don'treally know where my mind goes
other than like, yeah, it shouldbe there.
George B. Thomas (10:00):
So so here's here's the fun thing for me
because I remember a day whenyou used to have to do something
like Sakari or Kixie to do SMS.The fact that SMS is sitting
under this marketing tab, andit's like, we understand that
this is a way that people liketo communicate, or you like to
communicate. And hopefullybecause you like to communicate,
(10:22):
they like communicate to thatway, but not only are we going
to give you the ability to doit, we're going to give you the
ability to put it into acampaign. I think that's, that's
nice and it's spicy. And I, andI would wonder how many
marketers, how many businessowners out there that are
listening to this, that arestill using HubSpot like the
historical HubSpot, and haven'teven incorporated SMS or looked
(10:45):
at the SMS add on and understandthat the SMS can be added to
campaigns so that you canunderstand if it works or if it
doesn't work, which then allowsyou to like, well, let's get it,
let's test it.
It can be part of a campaign andthen we know if we wanna use it
moving forward.
Max Cohen (11:00):
Yeah. You you break up like a good point with the
SMS stuff and a lot of peoplehave been using Sakari and kind
of all that. Like, it'd bereally interesting to see if
they'd open up these sort oflike assets and sources to like
third party apps, right?Because, you know, a lot of
people haven't adopted HubSpotSMS yet because, you know, let's
be honest, it's taken a whilefor it to really get to a place
(11:20):
where people wanna use it.Right?
And, like, the the SMS stuff hasbeen already so solved by the
ecosystem, you know, that a lotof people are kind of on those
solutions and stuck on thosesolutions and don't have much of
a incentive, if you will, to,like, move on to, like, native
HubSpot SMS, especially sinceit's already another paid add
on. Right? But, yeah, it'd beinteresting to see, like, again,
(11:43):
like if you're using a Sakari orwhatever, could like a third
party sort of like inject, youknow, certain things into here
and pass on which metrics getlike displayed on that sort of
single pane of glass thing.
George B. Thomas (11:57):
Mhmm. Yeah. I think it'll be nice. Go ahead,
Chad. Oh,
Chad Hohn (12:01):
I was just gonna say, I think it'd be nice like if it
was actually the SMS activitythat was able to be related
rather than the HubSpot specificSMSs since now Via API, you can
log. They call themcommunications in the
background. But you can actuallylog your communications, your
SMS, and, you know, all thesedifferent tools are starting to
do that.
Max Cohen (12:20):
Well, here's the crazy part, Chad. What metrics
do you think that they're, like,even using to pull into there?
Probably SMS activity metrics ifyou think about it.
Chad Hohn (12:28):
Right? But I think there's some level of, like, the
SMS tool starts to track foreach little SMS campaign. Yeah.
Max Cohen (12:35):
And that's not gonna be in the activity.
Chad Hohn (12:37):
Open rates and all that, and that's gonna be stored
in a separate place. Yeah. Yeah.So that's why they do it that
way, and that's why it'sprobably limited. But it'd be
not like and that's where youuse, like, the workflows or
something.
Oh, this workflow, if they gothrough this workflow, we know
that they've been at leastinfluenced by this. But it's
hard like, the thing that'sdifficult is to tell the
(12:59):
difference between influencedcontacts and contacts that it
create like captured and youknow are attributed to this
campaign, it would be wonderfulto have some mechanism to like
override either manually or viaworkflow or something when you
know without a shadow of adoubt, like this person came
(13:20):
from this campaign and theyshould be not in just the
influenced bucket, but in the,like, captured revenue type
bucket to be able to, like,apply that. Right?
Max Cohen (13:31):
Yeah. Like, almost like a workflow action that says
add the campaign kinda like theydo with Salesforce. Right? And
people have been begging forthat for a while, honestly. It's
like, how can I manuallyassociate a deal or, like, some
other object to a campaign?
It's like, well, you can't.Right? And I feel like it's
because they HubSpot has this,like, very sort of, like,
protecting experience they'retrying to create here of just,
(13:53):
like, you use the marketing andcontent tools and things will
magically start to, like Mhmm.You know, work with this. And
then as soon as you as soon asyou, like or I guess what
they're thinking is, like, assoon as you sort of, like, add
in your own, like, ability tocustomize how that happens,
like, how attribution happens.
(14:14):
Because, like, the only wayattribution's happening is,
like, they're just they're justassociating it in the back end
and calling it attribution.Like, it's
George B. Thomas (14:20):
not Mhmm.
Max Cohen (14:20):
It's something crazy. Right? Or they're running some
kind of report or something likethat. Right? But, yeah.
Like, I don't know. I I feellike as soon as you start to
give people the ability to kindof, like, like, it up by doing,
like, bad automation that would,like like like, erroneously
associate things that, like,shouldn't be attributed to it,
(14:40):
it almost kind of like theymight be worried it might kinda,
like, lose its power a littlebit. Right? Because, like, you
know, it may start to feel likeit's becoming inaccurate, but
it's like kind of the user'sfault. And so they kind of like
lose a little bit of controlover, like, how it works, you
know?
Chad Hohn (14:57):
Yes. The Apple Walled garden experience.
Max Cohen (14:59):
Right? Exactly. Yeah.
Chad Hohn (15:00):
But I
George B. Thomas (15:00):
don't But know if I see a world where that's
where HubSpot stays, to behonest with you, with things
that I see that have beenhappening. So for instance, if
you would have asked me back inthe days, I won't even say the
good old days, if I ever sawthat we'd be able to do external
website pages- Oh yeah, and ohcampaign, I'd have been like,
No, probably not. Yes, Becausethey want them to buy the And
(15:21):
listen, there was just anupdate- Me too. Like a couple
days ago about how you can nowdo WordPress sub domains, like,
or subfolder, subfolder, sorry.Yeah.
And so like, you can tellHubSpot is leaning more on these
things. So I'm envisioning,like, is there a day we actually
come into this and you're ableto add the apps that you have
integrated into HubSpot intothis tool and truly do what
(15:42):
we're actually talking about?But maybe, maybe that is a
future for this. Here's thing,wanna dig into the next tab
because my goal for this episodeis to get through these tabs and
kind of talk about these things.So we, Max, you alluded to
content and marketing andcontent is part of marketing,
but here's the thing undercontent now there's blog posts,
makes sense, landing pages,makes sense, website makes
(16:05):
sense, but there's also casestudies and podcast episodes.
So when you think about now youhave a world where you can
associate case studies andpodcast episodes to a campaign,
like where do your guys' braingo from like a, why we
historically created thatcontent to why we might create
that content and what it meansbeing able to visually see that
(16:27):
content around the other stuffthat we're talking about.
Max Cohen (16:30):
Well, I think this like, to me, it highlights the
To me, the benefit of like thecampaign stuff was like, not
just to get a bunch of likenumbers on one screen, because
you can like do that with areport. It was more so to get
the metrics that are unique tothat type of piece of asset or
to that type of asset or thattype of content or like whatever
(16:51):
it may be, right? So it's likeon the same report you're seeing
email opens, you're gonna see, Idon't what is it downloads and
listens or listen time forpodcasts. Right? Which is like,
yo, go try to do that on afreaking On a CRP.
Go do that. Go try to do that ona report in like, you know, or
build a dashboard around that,bro. You're not gonna. You know
what I mean?
Chad Hohn (17:11):
Right.
Max Cohen (17:12):
And so it's like so I I just love that it's you know,
they're continuing to weave inthese different types of, like,
assets and and content objectsthat have their own sort of
unique metrics around reportingand being able to display that
in, a single place. Like, to me,that's the that's the benefit of
it. Right? Because it's like,I'm you know, like, I mean, I I
I don't know, like, the exactexample that I'm looking for
(17:33):
here. It's like you're you'renot looking at the same metrics
for a marketing email that youare for a podcast episode or for
a landing page to an ad campaignand things like that.
Right? You know? Sure. Some ofthem rhyme. Right?
But each one of them has theirimportant KPI that you wanna
know about. And, like, how elseare you gonna see all that in
one place instead of clickingaround 8,000,000,000 times in
some of
Chad Hohn (17:52):
those I mean, or even just making dashboard that
reports on each one of thosethings. But then at that point,
how do you filter that dashboardby the commonality of how that
those humans got into yourHubSpot?
Max Cohen (18:05):
Yeah. Yeah. And then what happens when you have your
next campaign? You're gonnarebuild it all again? Hell no,
dude.
George B. Thomas (18:10):
A big campaign. Yeah. Which also which
also makes me think about, whichhopefully people know because
you've been able to do it for awhile. But if you've got a
campaign that looks alike,smells alike, like being able to
clone that campaign or clone theassets from that campaign,
depending upon what you'redoing. We'll get to that here in
a hot minute too, because I'lltalk about where that might make
(18:32):
the most sense.
But Chad, any other thoughtshere? I know I have something
around case studies, but like,what what are your thoughts on
the content side of case studiesand podcasts and all that?
Chad Hohn (18:42):
Yeah. I think, interestingly enough, like,
podcasts can go on so manyplatforms. I'm super curious.
Just curiosity. You know?
I, like, I hope my cat doesn'tget whatever happens to Curious
Cats. But, I don't I I wonderhow do they capture all of those
(19:02):
metrics back for podcast fromwherever that you end up being
able to put it outside of or isit just when you up on podcast?
Right. So they literally havemade it easy. Pages and stuff.
Right?
George B. Thomas (19:19):
Yeah. Yeah. Well, so for instance, like,
here's a couple things. One, youcan easily transfer. Like, right
now, we use transistor.fm.
I can transfer from there toHubSpot, which by the way, did
move one of our podcasts over toHubSpot because I wanted to go
through the process. You cantransfer it over. But now once
it's transferred over, you stillhave the same RSS feed. You're
(19:42):
still getting the same analyticsof people click and play and all
that stuff. But you can getdeeper, richer pieces because
there's a podcast embed widget.
If you're using HubSpot andyou're using the podcast player
and you're hosted on HubSpot,now all of a sudden, do you not
only get more metrics, do younot only get like kind of this
(20:02):
fluid process, but it's helpingto bake in like, and you should
have show notes and you shouldhave a form for conversion and
to build community and haveconversation. And so it just
becomes this kind of like nicejuicy place. Here's what I'll
say too. I'll bounce into casestudies because historically
we've been told case studies issomething that we have to build
(20:24):
and it's kind of maybe at themiddle to bottom of the funnel
that people are gonna wanna seesuccess stories. But how
historically have you been ableto tie that back with ease to
that it actually was part of adeal closing?
And so when I start to thinkabout what Liz always talks
about, I kind of wish she washere for this part, is she talks
about telling the successstories of the content that
(20:46):
you've created. And now if casestudies and podcasts live right
beside blog posts and thelanding pages and the web, now
all a sudden the success storybecomes a lot easier to tell
because it's almost like sittingright here in this content
bucket that we're looking at.
Max Cohen (21:03):
We should totally use your portal, George, and build a
case study live on an episode.
George B. Thomas (21:10):
Oh, that would be fun.
Max Cohen (21:11):
Because I'm there. I still haven't seen it. Like,
metrics are they using? Like thesame thing as like page metrics
there? Because it just renders aweb page.
Right?
George B. Thomas (21:19):
We'll we'll have we'll have to do a case
studies episode in the future.
Max Cohen (21:23):
That'd be interesting to look at that.
George B. Thomas (21:25):
That would be fun. So CRM, there's one thing,
static lists. Okay? Mhmm. I Ithink there's probably more
reasons than this, but theimmediate reason I think of is I
go to a not online event, I geta list of humans.
I can actually bring those listsof humans into that campaign.
And now I can associate thehumans to the things that I
(21:47):
created, even though it mighthave been like different pieces
and ports, emails that go outafter the campaign, a workflow
that actually runs those, otherpieces that we're sending them
to like pages or whatever it is.But now at least I can associate
an offline event to a campaign.Other thoughts that you're
(22:07):
thinking, because I see yourface, Chad. Like, where are you
going?
Chad Hohn (22:09):
Well, I've actually had meetings with the, like,
campaigns team about this, andstatic lists are not a viable
option to bring in anythingother than influenced contacts
related to the campaign. Soit'll only show influence, not
converted. The way that you canget converted contacts is by
(22:35):
uploading a static list to amarketing event which is related
to your campaign. And then thatwill give you the contacts that
are, like, associated to thecampaign. And then any deals
that they subsequently get willbe also associated to the
campaign.
That's one of those things.Like, the static lists, it could
(22:58):
be a workaround, but there's nooption to, like, do static list
of influenced contacts versusstatic list of converted
contacts or something like that.They just didn't give you that
visibility or that capabilityhere under static list. But it
is very helpful. Like you say,hey, I do have a list of people
that I know are related from aprevious system that were like
(23:20):
has saw an ad or something, butit's or, you know, whatever.
Then you can at least get thosehumans into your HubSpot and you
can get them related to this asinfluenced.
George B. Thomas (23:30):
And I would almost say, because my brain
kind of goes back to that inevent thing, is talking to a
sales rep and getting a businesscard, that's not really a
conversion. Is probablyinfluenced, right? We've
influenced the direction ofmaybe a future conversation. So
it's interesting that that'skind of the line that that goes
(23:52):
into, although you can use thebusiness card scanner in the
app, which then is kind of aconversion, but it's kind of
Yeah. Interesting
Max Cohen (24:03):
I think sucks. I hate that thing.
Chad Hohn (24:05):
Oh, no,
George B. Thomas (24:05):
no, no, no. You haven't checked it out
lately.
Max Cohen (24:08):
It's been
George B. Thomas (24:09):
it's been updated and redone, brother. I
just shared it with a client
Chad Hohn (24:12):
of ours.
Max Cohen (24:13):
Does it does it still not write any data to the record
if the contact already exists?
George B. Thomas (24:19):
No. I don't I don't think so.
Max Cohen (24:20):
Yeah. So, like, before you you would and I was
I'm I'm fine with it when it'sthe first time you're scanning
someone. Yeah. But fun fact,when you scan someone that
already exists in the CRM,nothing writes to the contact
record. So, like, you can't evensee the latest
Chad Hohn (24:36):
or something.
Max Cohen (24:37):
Yeah. You can't even see latest source was
George B. Thomas (24:40):
Oh, we'll have to check that out.
Max Cohen (24:42):
Yeah. I don't I don't
George B. Thomas (24:43):
I don't think it is. But I know that it's
definitely updated from the lasttime I had used it.
Max Cohen (24:48):
Yeah. Like, you can do other properties now. Right?
Yeah. Yeah.
That's cool. It's just like, yo,why aren't you like why can't I
trigger anything from someonegetting their business card
scan?
George B. Thomas (25:00):
Crazy. Well, yes.
Max Cohen (25:02):
They already exist.
George B. Thomas (25:03):
Yeah. Yeah. Interesting. Interesting. Mhmm.
I like how your brain works,Max, going. Okay. Let's continue
on so we have time to getthrough this because we're
getting there. We're getting totwo of the main things that I
wanna talk about. And this nextone is gonna kind of allude to.
So automation, it used to justbe workflows, but now it's
workflows and sequences. Solet's let the cat out the bag.
(25:24):
Why did I even want to really dothis episode? Because we're, and
we're going to skip over one andgo to a next and bring sequences
in with this. It is the salestab.
Fact now that you can associatecalls, emails, meetings in
sequences. By the way, if I openup library, there's another one
that I want people tounderstand. Well, two, documents
(25:45):
and playbooks. So, so just pausefor a second. Think on it.
Automation, sequences, library,documents and playbooks, sales,
calls, emails, and meetings.What the heck is sales stuff
doing in marketing campaigns?Now I'm just gonna stop there
and ask where your guys' brainsgo with all of this being able
(26:06):
to be associated now to whathistorically was a marketing
campaigns or campaigns tool andwhat that does moving forward.
Max Cohen (26:14):
It's that closed loop, baby. Well, maybe it's not
I don't know if it's closedloop. I mean, you know, it's
just marketing is so much morethan just marketing. It's like
you're Yeah. Oftentimes, yoursales team is finishing the
motion that you're starting.
Right? And so, know, you I thinkit's great where we live in the
world now. It's like, Not onlycan I, you know, bring in my
workflows and see how they'reperforming for any workflows
(26:34):
that directly support theefforts of this campaign? Right?
Let's say I went and built asequence for my sales team to
use to, you know, prospect intotheir install base for a very
specific reason around a veryspecific campaign.
Right? Well, now you can use it.And then I think the other thing
too is, like, this starts tomake it more relevant to people
who may just not be marketers.Like, you could see a sales
(26:58):
director or sales manager usingsomething like this now. Right?
Where they wanna
Chad Hohn (27:02):
track teams using the assets that people
Max Cohen (27:04):
made for.
George B. Thomas (27:05):
Right? Sales campaign.
Max Cohen (27:08):
Yep. Sales campaign for sure. And but, you know,
even, like, that's why meetingsis on there too. Right? Maybe
there's specific meeting linksthat you're building for people.
You know what I mean? Like, salelike, marketing teams that have
really good relationships withtheir sales teams, like folks
that are doing like, are westill saying marketing? Oh,
smart marketing. Right?
George B. Thomas (27:28):
People are still out in the world.
Max Cohen (27:30):
Sales and marketing teams that are very aligned with
the work that they do inside ofHubSpot. I think it makes sense
that you kind of treat a lot ofthis stuff as one because, you
know, it's all related. Right?So it makes a lot of sense to
me.
George B. Thomas (27:42):
Well, I would even say and then, Chad, I'm
gonna go to you. I would evensay for those teams that have
have historically had hurdlesbeing connected with their sales
team, like, I feel like this isa bridge to sales enablement, or
at least a mindset of salesenablement. So I go to like, one
of the things that I've beenthrowing out there to different
(28:03):
clients and trying to talk aboutis like, look, I want you to
think about what is the kind ofprocess that you would go
through and what is the mirroredversion of what you've
historically done withmarketing? So like you create a
marketing landing page so thatthey can convert and download an
ebook. Okay, great.
Is that ebook in documents? Canthe sales team give that
(28:26):
document away with a snippet?Right? And so, because the
snippet could be, or the snippetor the template could be the air
quotes landing page to the thingthat is in a document, because
now they're already in the CRMversus you're trying to get them
to convert, to get into the CRM.And so like, what's the pairing
or mirroring piece and, and howcan you use all of this to align
(28:49):
sales and marketing, enablesales enablement?
And Max, you started to alludeto it at the beginning of a true
representation of three sixtydegree reporting on both teams'
efforts. I'll pause there, Chad.Where's your brain?
Chad Hohn (29:03):
Yeah. I mean, you know, it it reminds me of, like
I mean, since Liz isn't isn'there, I'll try and do the Liz
voice. Like, how many times haveyou heard, hey. Can I please get
myself a price comparison battlecard between this and that
software? You know?
Max Cohen (29:18):
I don't
George B. Thomas (29:19):
know if she's that southern, but I get where
you're going. I get where you'regoing.
Chad Hohn (29:21):
Oh, yeah.
Max Cohen (29:22):
No. It's the Kermit the frog voice that she
Chad Hohn (29:24):
does the real stuff. Yeah. Kermit Liz. Anyway, but,
like, they want a battle card,right, or something. And, you
know, when it's also maybesomething that's on your site,
you build it, but really, it'slike you're saying, George,
multiple entry points for thesame content.
One entry point is marketingonly, and the other is sales was
(29:45):
able to give it to them. We canstill count it as influence, but
then, like, later possibly eventrack the source of the contact
versus the, you know, view rateor whatever, right, sort of
types of things. So you cankinda slice and dice the data a
little bit more. It's, I thinkthat is a super helpful thing if
(30:06):
you're thinking about it fromthat perspective of like, well,
I need to think about it. Imean, it's yeah.
It's like twice the work, twicethe configuration because like,
but like when you go on yourjourney report or whatever as
well, like where did my customerfollow the treasure map that I
built for them, essentially? Youknow, you can see if they
(30:26):
skipped steps or how they gotinto the funnel and all that
kind of stuff as well. If theydid what you were expecting them
to or if they just went rightover. You know, it's like, hey,
the contact is here. They didn'tfill out a form, but they got
the document.
Right?
George B. Thomas (30:42):
Yeah. Yeah. And and it's listen, we're just
scratching the surface. Twoplaces I wanna go because of
things that were said either atthe very beginning of this
podcast or even before westarted recording. But I just
want everybody to know the factthat videos now is in the
campaigns tool.
Marketing events, tracking URLs,external website pages, who
(31:03):
knows where this gonna go in thefuture. If you haven't checked
out the campaigns tool lately,you need to check it out. And
not only check it out to justsee what's there, but to think
about what is the futurestrategy that you're gonna use
moving forward around marketingcampaigns, sales campaigns, or
God forbid it actually be cultsmarketing, but some type of
(31:24):
sales enablement, cohesive threesixty degree piece. Here's the
other thing that I'm gonnamention before I actually go
into the two questions that Iwant to ask before we close.
It's also the first place that Ithink I've seen, and I'll use
air quotes, ad for another app,because it looks like, and by
(31:46):
the way, HubSpot, I'm kind oftalking to you.
It's kind of confusing. There'scontent remix at the very bottom
of the list of ad assets. Andyou click that, like, you would
think you were adding an asset,but you're actually taken to
content remix. Yeah. So that Iguess, so you can create some
more content to put to the Butanyway, I know you're trying to
(32:09):
get user adoption.
It's kind of confusing, butmaybe make it look more like an
ad, less like just a link causethe others look like links. Just
my suggestion. Anyway, so twothings I want to dive into. Max,
when we first got started, yousaid, I did this campaign
template and my mind is blown.You talk me through why your
(32:32):
mind was blown around campaigntemplates and just give the
audience, the listeners kind ofyour brain dump on that.
Max Cohen (32:40):
That's what I was doing onboarding way back when
this would have made my life 10times easier. That's why. So
like so they have these campaigntemplates. Right? And this is my
first time actually, like, youknow, going through it.
Right? But I'm in here. I wentto go create a campaign instead
of hitting start from scratch. Ihit, you know, create a template
or or use start from a template.Right?
(33:01):
So they have a bunch of them inhere, and you can even create
your own, which is sick. Right?But they have, like, abandoned
carts, email drip campaign, inperson event promotion, lead
generation, onboarding andwelcome, product sale, regain
all these different things.Right? So, like, let's go look
at this, like, product launchone.
Right? And I'll go create oneright here. So when you go and
(33:23):
do that, it brings you to thispage that essentially is like
giving you a whole bunch ofassets that it wants you to add,
but it gives you context intowhy you're creating each one.
Right? So like, and it also hasthis like steps completed thing
up at the top, which is likeawesome because you can see the
(33:46):
progress as you're going out andlike building this.
Right? So it's like, okay, youknow, landing page, build a
landing page to feature your newproduct or service. Right? It
has this like text that's likeunique to this specific
template. Right?
That's like actually giving youinstruction instead of just
saying, add a landing page. It'slike, okay. Landing page for
(34:07):
what? Like, what am I doing withthe landing page? Right?
And then it's like, create aCTA. So it says create a product
demo banner on your website. Soit's like even giving you
suggestions on, like, where touse it. Right? AI is probably
gonna make this crazy.
Right? And I'm honestlysurprised they don't already
have, like, a I mean, when theybuild a breeze into this thing,
(34:28):
that's gonna be insane. Youknow? So this is is really,
really cool. But I also justlike how you can build your own
template because that's a reallyunique form of like marketing
enablement.
Right? Like, we talk about salesenablement a lot, but there are
(34:50):
situations where, like, somemarketing teams are huge. And,
like, marketing enablementexists. Like, we had it at
HubSpot. Right?
You know? And it's everythingthat you're doing to make your
marketers' lives a lot easierand whatever tools that they're
using across the whole stack,whatever it may be. Right? But
just like you might createdatasets for different marketing
(35:11):
teams to use to enable them tobe able to use reporting much
easier. Right?
I'm feeling like building, like,specific campaigns that have,
like, you know, your standardoperating procedure in there
that's, like, unique to yourcompany and then making those
templates available to folkssaying like, hey. When we're
promoting this or doing this ordoing this, here are the
(35:31):
different things that we do.Here's the instructions that
make it unique to us, all thatkind of stuff. That's really
cool.
Chad Hohn (35:38):
Yeah. I mean, I love that you can make your own
templates too.
Max Cohen (35:40):
That's amazing. Right? Like, you can
Chad Hohn (35:43):
literally just add your flow. Yep. So cool. Like,
once you really feel like you'rehappy with how it's being used
and you know what's going on andthe results you're getting.
Max Cohen (35:53):
Yeah. Yeah. Oh, like, just imagine when the little
breeze button shows up there andit's just like, you know, start
this for me or like, whatever.Right?
George B. Thomas (36:00):
The amount of time you're saving in the
humans' lives that you work withby being able to actually
strategize and put somethinglike this together is absolutely
amazing. Talking about puttingsomething together, Chad, you
mentioned something before weeven hit the record button and
I've been dying to get back toit. And that is the fact that
campaigns is in the CustomReport Builder. So kind of talk
(36:24):
us through, because you getexcited when you find stuff in
the custom report builder. LikeI watch your face light up.
Just walk us through the factthat campaigns, all of the
things that we're talking aboutnew, and then boom, campaigns is
in the custom report builder.Like where's your brain
Chad Hohn (36:41):
Yeah. So it wasn't a thing until six months ago, but
it's also gotten better. Andwhat I mean by that is like
before campaigns in the CRB usedto only be a primary data source
and you couldn't add any otherdata sources as joins to it.
However, you can now add thingslike contacts, or deals, or
(37:03):
tickets, or whatever that arerelated to that campaign. And
it's quite phenomenal that,like, I can add a filter for you
have to with campaigns as theCRB, you have to have the filter
for, like, the campaign's eventtime stamp.
But then I could say, like, alsoadd contacts and deals related
(37:26):
to that campaign and break downthe campaign by the count of
contacts and the count of dealsand filter by some critical mass
date component that I'mtracking. Right? So for us, it
would be like, hey, the datethey exited the, you know,
inspection completed dealpipeline stage or my contract
(37:47):
signed date. Like, hey, give meonly, you know, campaigns and
their deals that have had acontract signed date. Like and
then you can pull in thecampaign spend total.
And if you're using campaigntemplates for standard marketing
that you're doing where youduplicate the campaign and
(38:07):
track, like the Google Ads spendfor just that one month, then
you're because unfortunately,spend still doesn't have like a
date that the spend was added tobreak down how much was spent
and when. But if your campaignis like a month by month type
thing, then now you know howmuch did I spend this month on
(38:30):
my digital ad sources, or if weneed to log any manual spend for
like billboards or whatever, wecan do that for that date
period. And my I then I can,like, click on it and look at
who the people that came throughare in my custom report builder
broken down by campaigns, brokendown by all like you could get
your, you know, pivot tableheaven going with some of this.
(38:54):
And if you do this in a dataset,then you can start to create, if
you have OpsHub Pro, like somelevel calculations of, or break
down, you know, interactions,like number of this type of
interaction divided by someother metric. And then you can
tell, you know, conversion ratethat may not already be
(39:14):
calculated for you.
And like, I mean, the you know,they roll up so much information
to that campaign level that nowthat you can associate things to
it in the CRB, you can reallyget granular with your data.
Like, outside of the campaignanalytics where it can't tell
you what you wanna know, you canstart to really drill down. And
(39:37):
between that and now the abilityto upload a CSV to a dataset of
your own data and create yourown custom join on a matched
value. So like the campaign nameis, you know, March leads, and
then my budget spend item that Iuploaded, maybe if if I didn't
(39:58):
use it that way and I wanted totrack it some other way, and I
was pulling data from myaccounting software. I mean,
it's crazy what you could do andlike create those associations
for CSV uploads now.
George B. Thomas (40:11):
Right? It sounds like almost the
possibilities are endless. Yeah.If you understand what you can
do, but of course, to get thatthe power that I just heard you
say around the reporting ofcampaigns in the Custom Report
Builder, you've kind of got touse the campaigns tool. Yeah.
(40:32):
Which I hope people are. Okay,so I'm going to close it out
here in a second, but if you,Max, I'll go with you, Chad,
you, then I'll close this badboy out. If you were to give
somebody one action item thatthey needed to take after
listening to this episode, whatwould be the one thing that they
should do?
Max Cohen (40:50):
Oh, dude. I mean, if you're if you feel like you
don't have, like, a structuredway of building out your
campaigns and you're kinda just,you know, building stuff willy
nilly, go go check out one ofthese templates, man. It's just
a great way to add a little bitof a structure and a nice little
checklist for yourself to makesure you're building with a
(41:11):
purpose Yeah. Marketing up.Yeah.
Chad Hohn (41:14):
Yeah. I mean, for for me, I would say, like, go to the
CRB, add campaigns as a primarydata source, and look at all the
properties. Remember, in thecustom report builder now, you
can click the little three dotsnext to any property, and hit
view property info, and it willgive a property description
without you having to leave theCRB. Like sometimes properties
(41:37):
don't exist anywhere and likeyou can't go to campaign. Some
of these campaign properties,you can, you see your campaign
custom properties, but maybe notall of these properties.
So this gives you like propertydescriptions for stuff that you
may not actually even be able tofind property descriptions for
normally in the HubSpot UI.Right? So go check this out.
(41:59):
Look at those properties. Let itinspire you as to how you could
structure your campaigns to moreaccurately track information
that you may never have thoughtyou were able to track in
HubSpot before.
George B. Thomas (42:12):
I love it so much. Ladies and gentlemen, my
one thing is just go look at thecampaigns tool. If you've been a
HubSpot user for years andyou're like, Ah, campaigns, I've
looked at that five times. Wetried it once. It's not Listen,
go look at it, see what's new,go reimagine what's possible
when you use this tool, becausefor me, it really does come down
(42:34):
to these things, salescampaigns, marketing campaigns,
or in a perfect world in mymind, an aligned campaign where
sales and marketing are workingtogether.
They're mirror versions of whatyou're trying to accomplish,
conversions, conversations,driving results, helping humans.
(42:56):
And so just go check it out, Seewhat you can add to this thing.
Go rebuild some of your oldcampaigns or add assets that you
once couldn't add and see whatthe numbers happen there when
you just add the assets that youhad, but you couldn't add. Some
Like, of you have been doingthis before. Anyway, go do that.
Go do the things that Max andChad said. And, of course, while
(43:17):
you're doing that, remember tobe a happy, helpful, humble
human. And we'll see you on thenext episode of Hub Heroes
podcast. Okay, Hub Heroes. We'vereached the end of another
episode.
Will Lord Lack continue to loomover the community, or will we
be able to defeat him in thenext episode of the Hub Heroes
podcast? Make sure you tune inand find out in the next
(43:41):
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George B. Thomas (00:53):
Alright. Well, sorry. I didn't mean for you to
hit your knee as you got backinto your desk there.
Max Cohen (00:57):
It's my ankle.
George B. Thomas (00:58):
Oh, is it your ankle? Oh, jeez. That that that
hurts.
Max Cohen (01:02):
Little funny bone.
George B. Thomas (01:03):
That's not so funny. Not so So so today, Liz
is on vacation. So she ismissed, of course, but we're
glad to be back on the mic andrecording. Today's episode,
we're gonna talk about somethingthat probably has quickly become
one of the most powerful toolsin HubSpot, but under the radar,
because it's very easy to flyunder the radar when everything
(01:25):
is about AI and Breezeintelligence and copilot this.
There's just been, I mean, we'recoming off a spring spotlight.
If you didn't know, there's likeAI in HubSpot. Okay. Now you
know, there's AI in HubSpot,what else is in HubSpot? What
else has gotten really powerful?And I wanna take time to talk
about, because I feel like thecommunity just needs to know is
(01:48):
campaigns.
Now, before we get hate mail andwe get boos and all that stuff,
listen, I get it historicallycampaigns and HubSpot has been
treated like a marketing onlytool. It's this layer, right?
That's been there and you coulddo some things, but not all
things. And then it started toget these little changes like
(02:08):
custom properties that you couldadd to it and stuff like that.
And then all of a sudden Iopened it up and my gosh, all of
sudden I saw that you could addmore things than one realized
maybe that you could add.
And my mind was exploded to thisis no longer about marketing.
This is about marketing. It'sabout content. It's about CRM.
(02:32):
It's about automation.
It's about your library ofassets. It's about sales. Even
if you're not using HubSpot foryour content, it's about
external websites. Max, it'seven about marketing events and
tracking URLs. And by the way,those are just the high level
bullet point items that are inthe campaigns tool.
(02:54):
So, so first of all, let's juststart off with this. The
campaigns tool has evolved overthe recent years, but I want to
know Chad and Max, like, one,how have you historically
thought about it? And and maybetwo, Max, it's been a while,
but, like, when you wereteaching the campaigns tool or
things like that, like, take usdown memory lane a little bit
(03:14):
for both of you.
Max Cohen (03:16):
I mean, when I was teaching it, jeez, this is back
in 2018. So what was this thingeven in 2018? I think the way
that I kinda described to peopleback then was that, like, hey.
Listen. There's a lot of thingsin HubSpot that you build that
work together.
Right? But unfortunately, allthose things have reporting
(03:41):
where those things live, whichsure is a great thing if you're
looking at an individual item.Right? But if you wanna
understand how all these thingsare working together in one
single pane of glass, that's whyyou create a campaign. Right?
And I primarily looked at it aslike a reporting tool. Right?
Which I don't know if you couldcall it just that today because
I just popped into it and used atemplate for the first time, and
(04:03):
I'm losing my mind here. It, youknow, it was really just like,
you know, sure you could build adashboard. Sure you could do
this.
Sure you could do that. But it'sjust like, hey. If you want us
to see how all your stuff isperforming. Right? It was like
the one thing in HubSpot thatglued everything together.
Mhmm. Right? All these, like,different things that you would
build, you know, from emails toCTAs to blog posts to landing
pages or whatever. Right?
George B. Thomas (04:25):
So, Chad, what where does your brain go?
Chad Hohn (04:27):
Yeah. I mean, that's where the where the way I would
think about it in the past aswell is, like, it was really the
glue that pieced together all ofthe HubSpot assets. And I just
really tell people, like, whatit is is it's the tool that
allows you to say, I'm usingthese things, and they got me
these people and these closedwon deals. Right? And that was
(04:48):
the way you were able to reallyattribute how they got there
versus, like, conversions persetup, right, or per thing
you're trying to do.
But, I would find that it wouldbe pretty difficult for smaller
businesses who have no conceptof real marketing to leverage
the tool effectively becausethey're like, I hire some guy to
(05:11):
do my Facebook ads, you know,like when they're doing their,
old construction Facebook adsbecause that's the industry that
I was from at the time. Right?So they're just hiring people to
do their Facebook ads. Theydon't know how, what the ads
look like, where they're going.They don't know anything about
any of that.
And so when they want clearreporting, their agency that
they're hiring wouldn't want touse this extra tool that they're
(05:34):
not familiar with or make allthe forms go be HubSpot forms on
the website. They wanted to uselike WordPress and WordPress
forms because that's the thingthat they already knew. Right?
So it required a little bit of abarrier of adoption. I feel like
at the time, But when you usedit, oh boy, was it wonderful
(05:55):
because it really was, you know,the windshield wiper fluid on
the, you know, gross window ofall of your marketing
activities.
George B. Thomas (06:03):
Very
Chad Hohn (06:04):
visual. And would allow you to see clearly. Yeah.
You're welcome. Sorry for No,
George B. Thomas (06:08):
I love it. I love it. And I do think that
seeing clearly, because if I goback in the way back machine for
a hot second, there was just alot of confusion. What
campaigns? Is it paid ads?
Is it email? Is it inbound? Whatis it? And I always used to
teach this thing of like, whatwe're really talking about is
inbound campaigns. The fact thatyou're creating valuable
(06:31):
content, you're creatingconversion points to have
conversations, and how can youshow kind of all of it in one
place to get that visibility andto have the clarity and to be
able to report so many of thewords that both of you are
saying.
So what I want to do though, isI want to kind of go through
this and I want to pick yourbrain a little bit, if there's
anything that kind of standsout. So for instance, now, if we
(06:54):
open up the marketing tab anddon't worry, we're going to,
we're going to get to the salestab, ladies and gentlemen, If
just hang on a you haven't beenin there, now you'll know. But
we're gonna go into themarketing tab. And so in the
marketing tab, we've got adscampaigns, we've got CTAs, and
we've got CTAs legacy. We've gotmarketing emails, SMS, social
posts.
(07:15):
When you guys think about thosebeing listed under the marketing
assets, like where does yourbrain go? Is there something
that's surprising you that'sthere? Or is there something
that you think is underutilized?Just unpack the marketing
section of the campaigns toolfor me.
Max Cohen (07:33):
Well, I'm going into, I'm trying to start from scratch
here. You said the asset, likejust all the assets, right?
George B. Thomas (07:38):
Yeah. So if you go in and you add an asset,
basically you click that buttonand you'll be able to open up
the first marketing kind offlywheel. And you'll, well, it's
not a flywheel. It's a littlelike Chevron actually. And under
marketing, you'll see thoseelements at your disposal.
Chad Hohn (07:55):
Yeah, I think there's probably four weird custom
scenarios. The thing that'sgonna be helpful is I guess it
depends. Right? So there there'salways been this, like,
difficult thing of if it's not astandard asset, how do you get
something related to a campaign.Right?
Like if, say, you have offlinesources. But for online sources,
(08:16):
the it works amazing becausethese are all places you can get
all these online sources. Theyhave, like, tracking URLs that
you add. So if you have somesort of weird offline sources,
you can kind of shoehorn theassociation, if you will, into
like a tracking URL or submit aform behind the scenes just via
(08:38):
API that doesn't actually doanything besides, you know this
thing came from this campaignfor this offline source, and
then just go secretly fire theform in the background So at
least it gets that personrelated to that campaign. Right?
That's like a way you can kindof solve for some of those,
like, weird issues that you'vehad. But yeah. I mean, this is
(08:59):
like there's so much stuff herethat you can now tie to a
campaign, whereas it used tobasically just be kind of the
content and forms. Right?There's a lot here.
Max Cohen (09:12):
I yeah. I mean, I love that all, like, the the
content and I get and when I saycontent tools, I don't
necessarily mean Content Hub. Imean, anything that you're using
to generate content. Soeverything under Yeah. Marketing
to me kinda falls into that.
Right? I think, like, the bigthing that I'm just like, well,
also it's weird that staticwell, I'm sure there's a reason.
I just haven't thought of it.But static lists is something
(09:34):
you could associate, but not anactive list. Mhmm.
And I'm wondering what technicallimitation there is blocking
that or what
George B. Thomas (09:42):
You fundamental guys are getting
ahead of the you're gettingahead of the thing. Like, just
under the marketing tab.
Chad Hohn (09:49):
Let's stick there for
Max Cohen (09:50):
a second. Under the marketing tab, I think
everything there is there thatshould be there. You know what I
mean? Like, it's I don't I don'treally know where my mind goes
other than like, yeah, it shouldbe there.
George B. Thomas (10:00):
So so here's here's the fun thing for me
because I remember a day whenyou used to have to do something
like Sakari or Kixie to do SMS.The fact that SMS is sitting
under this marketing tab, andit's like, we understand that
this is a way that people liketo communicate, or you like to
communicate. And hopefullybecause you like to communicate,
(10:22):
they like communicate to thatway, but not only are we going
to give you the ability to doit, we're going to give you the
ability to put it into acampaign. I think that's, that's
nice and it's spicy. And I, andI would wonder how many
marketers, how many businessowners out there that are
listening to this, that arestill using HubSpot like the
historical HubSpot, and haven'teven incorporated SMS or looked
(10:45):
at the SMS add on and understandthat the SMS can be added to
campaigns so that you canunderstand if it works or if it
doesn't work, which then allowsyou to like, well, let's get it,
let's test it.
It can be part of a campaign andthen we know if we wanna use it
moving forward.
Max Cohen (11:00):
Yeah. You you break up like a good point with the
SMS stuff and a lot of peoplehave been using Sakari and kind
of all that. Like, it'd bereally interesting to see if
they'd open up these sort oflike assets and sources to like
third party apps, right?Because, you know, a lot of
people haven't adopted HubSpotSMS yet because, you know, let's
be honest, it's taken a whilefor it to really get to a place
(11:20):
where people wanna use it.Right?
And, like, the the SMS stuff hasbeen already so solved by the
ecosystem, you know, that a lotof people are kind of on those
solutions and stuck on thosesolutions and don't have much of
a incentive, if you will, to,like, move on to, like, native
HubSpot SMS, especially sinceit's already another paid add
on. Right? But, yeah, it'd beinteresting to see, like, again,
(11:43):
like if you're using a Sakari orwhatever, could like a third
party sort of like inject, youknow, certain things into here
and pass on which metrics getlike displayed on that sort of
single pane of glass thing.
George B. Thomas (11:57):
Mhmm. Yeah. I think it'll be nice. Go ahead,
Chad. Oh,
Chad Hohn (12:01):
I was just gonna say, I think it'd be nice like if it
was actually the SMS activitythat was able to be related
rather than the HubSpot specificSMSs since now Via API, you can
log. They call themcommunications in the
background. But you can actuallylog your communications, your
SMS, and, you know, all thesedifferent tools are starting to
do that.
Max Cohen (12:20):
Well, here's the crazy part, Chad. What metrics
do you think that they're, like,even using to pull into there?
Probably SMS activity metrics ifyou think about it.
Chad Hohn (12:28):
Right? But I think there's some level of, like, the
SMS tool starts to track foreach little SMS campaign. Yeah.
Max Cohen (12:35):
And that's not gonna be in the activity.
Chad Hohn (12:37):
Open rates and all that, and that's gonna be stored
in a separate place. Yeah. Yeah.So that's why they do it that
way, and that's why it'sprobably limited. But it'd be
not like and that's where youuse, like, the workflows or
something.
Oh, this workflow, if they gothrough this workflow, we know
that they've been at leastinfluenced by this. But it's
hard like, the thing that'sdifficult is to tell the
(12:59):
difference between influencedcontacts and contacts that it
create like captured and youknow are attributed to this
campaign, it would be wonderfulto have some mechanism to like
override either manually or viaworkflow or something when you
know without a shadow of adoubt, like this person came
(13:20):
from this campaign and theyshould be not in just the
influenced bucket, but in the,like, captured revenue type
bucket to be able to, like,apply that. Right?
Max Cohen (13:31):
Yeah. Like, almost like a workflow action that says
add the campaign kinda like theydo with Salesforce. Right? And
people have been begging forthat for a while, honestly. It's
like, how can I manuallyassociate a deal or, like, some
other object to a campaign?
It's like, well, you can't.Right? And I feel like it's
because they HubSpot has this,like, very sort of, like,
protecting experience they'retrying to create here of just,
(13:53):
like, you use the marketing andcontent tools and things will
magically start to, like Mhmm.You know, work with this. And
then as soon as you as soon asyou, like or I guess what
they're thinking is, like, assoon as you sort of, like, add
in your own, like, ability tocustomize how that happens,
like, how attribution happens.
(14:14):
Because, like, the only wayattribution's happening is,
like, they're just they're justassociating it in the back end
and calling it attribution.Like, it's
George B. Thomas (14:20):
not Mhmm.
Max Cohen (14:20):
It's something crazy. Right? Or they're running some
kind of report or something likethat. Right? But, yeah.
Like, I don't know. I I feellike as soon as you start to
give people the ability to kindof, like, like, it up by doing,
like, bad automation that would,like like like, erroneously
associate things that, like,shouldn't be attributed to it,
(14:40):
it almost kind of like theymight be worried it might kinda,
like, lose its power a littlebit. Right? Because, like, you
know, it may start to feel likeit's becoming inaccurate, but
it's like kind of the user'sfault. And so they kind of like
lose a little bit of controlover, like, how it works, you
know?
Chad Hohn (14:57):
Yes. The Apple Walled garden experience.
Max Cohen (14:59):
Right? Exactly. Yeah.
Chad Hohn (15:00):
But I
George B. Thomas (15:00):
don't But know if I see a world where that's
where HubSpot stays, to behonest with you, with things
that I see that have beenhappening. So for instance, if
you would have asked me back inthe days, I won't even say the
good old days, if I ever sawthat we'd be able to do external
website pages- Oh yeah, and ohcampaign, I'd have been like,
No, probably not. Yes, Becausethey want them to buy the And
(15:21):
listen, there was just anupdate- Me too. Like a couple
days ago about how you can nowdo WordPress sub domains, like,
or subfolder, subfolder, sorry.Yeah.
And so like, you can tellHubSpot is leaning more on these
things. So I'm envisioning,like, is there a day we actually
come into this and you're ableto add the apps that you have
integrated into HubSpot intothis tool and truly do what
(15:42):
we're actually talking about?But maybe, maybe that is a
future for this. Here's thing,wanna dig into the next tab
because my goal for this episodeis to get through these tabs and
kind of talk about these things.So we, Max, you alluded to
content and marketing andcontent is part of marketing,
but here's the thing undercontent now there's blog posts,
makes sense, landing pages,makes sense, website makes
(16:05):
sense, but there's also casestudies and podcast episodes.
So when you think about now youhave a world where you can
associate case studies andpodcast episodes to a campaign,
like where do your guys' braingo from like a, why we
historically created thatcontent to why we might create
that content and what it meansbeing able to visually see that
(16:27):
content around the other stuffthat we're talking about.
Max Cohen (16:30):
Well, I think this like, to me, it highlights the
To me, the benefit of like thecampaign stuff was like, not
just to get a bunch of likenumbers on one screen, because
you can like do that with areport. It was more so to get
the metrics that are unique tothat type of piece of asset or
to that type of asset or thattype of content or like whatever
(16:51):
it may be, right? So it's likeon the same report you're seeing
email opens, you're gonna see, Idon't what is it downloads and
listens or listen time forpodcasts. Right? Which is like,
yo, go try to do that on afreaking On a CRP.
Go do that. Go try to do that ona report in like, you know, or
build a dashboard around that,bro. You're not gonna. You know
what I mean?
Chad Hohn (17:11):
Right.
Max Cohen (17:12):
And so it's like so I I just love that it's you know,
they're continuing to weave inthese different types of, like,
assets and and content objectsthat have their own sort of
unique metrics around reportingand being able to display that
in, a single place. Like, to me,that's the that's the benefit of
it. Right? Because it's like,I'm you know, like, I mean, I I
I don't know, like, the exactexample that I'm looking for
(17:33):
here. It's like you're you'renot looking at the same metrics
for a marketing email that youare for a podcast episode or for
a landing page to an ad campaignand things like that.
Right? You know? Sure. Some ofthem rhyme. Right?
But each one of them has theirimportant KPI that you wanna
know about. And, like, how elseare you gonna see all that in
one place instead of clickingaround 8,000,000,000 times in
some of
Chad Hohn (17:52):
those I mean, or even just making dashboard that
reports on each one of thosethings. But then at that point,
how do you filter that dashboardby the commonality of how that
those humans got into yourHubSpot?
Max Cohen (18:05):
Yeah. Yeah. And then what happens when you have your
next campaign? You're gonnarebuild it all again? Hell no,
dude.
George B. Thomas (18:10):
A big campaign. Yeah. Which also which
also makes me think about, whichhopefully people know because
you've been able to do it for awhile. But if you've got a
campaign that looks alike,smells alike, like being able to
clone that campaign or clone theassets from that campaign,
depending upon what you'redoing. We'll get to that here in
a hot minute too, because I'lltalk about where that might make
(18:32):
the most sense.
But Chad, any other thoughtshere? I know I have something
around case studies, but like,what what are your thoughts on
the content side of case studiesand podcasts and all that?
Chad Hohn (18:42):
Yeah. I think, interestingly enough, like,
podcasts can go on so manyplatforms. I'm super curious.
Just curiosity. You know?
I, like, I hope my cat doesn'tget whatever happens to Curious
Cats. But, I don't I I wonderhow do they capture all of those
(19:02):
metrics back for podcast fromwherever that you end up being
able to put it outside of or isit just when you up on podcast?
Right. So they literally havemade it easy. Pages and stuff.
Right?
George B. Thomas (19:19):
Yeah. Yeah. Well, so for instance, like,
here's a couple things. One, youcan easily transfer. Like, right
now, we use transistor.fm.
I can transfer from there toHubSpot, which by the way, did
move one of our podcasts over toHubSpot because I wanted to go
through the process. You cantransfer it over. But now once
it's transferred over, you stillhave the same RSS feed. You're
(19:42):
still getting the same analyticsof people click and play and all
that stuff. But you can getdeeper, richer pieces because
there's a podcast embed widget.
If you're using HubSpot andyou're using the podcast player
and you're hosted on HubSpot,now all of a sudden, do you not
only get more metrics, do younot only get like kind of this
(20:02):
fluid process, but it's helpingto bake in like, and you should
have show notes and you shouldhave a form for conversion and
to build community and haveconversation. And so it just
becomes this kind of like nicejuicy place. Here's what I'll
say too. I'll bounce into casestudies because historically
we've been told case studies issomething that we have to build
(20:24):
and it's kind of maybe at themiddle to bottom of the funnel
that people are gonna wanna seesuccess stories. But how
historically have you been ableto tie that back with ease to
that it actually was part of adeal closing?
And so when I start to thinkabout what Liz always talks
about, I kind of wish she washere for this part, is she talks
about telling the successstories of the content that
(20:46):
you've created. And now if casestudies and podcasts live right
beside blog posts and thelanding pages and the web, now
all a sudden the success storybecomes a lot easier to tell
because it's almost like sittingright here in this content
bucket that we're looking at.
Max Cohen (21:03):
We should totally use your portal, George, and build a
case study live on an episode.
George B. Thomas (21:10):
Oh, that would be fun.
Max Cohen (21:11):
Because I'm there. I still haven't seen it. Like,
metrics are they using? Like thesame thing as like page metrics
there? Because it just renders aweb page.
Right?
George B. Thomas (21:19):
We'll we'll have we'll have to do a case
studies episode in the future.
Max Cohen (21:23):
That'd be interesting to look at that.
George B. Thomas (21:25):
That would be fun. So CRM, there's one thing,
static lists. Okay? Mhmm. I Ithink there's probably more
reasons than this, but theimmediate reason I think of is I
go to a not online event, I geta list of humans.
I can actually bring those listsof humans into that campaign.
And now I can associate thehumans to the things that I
(21:47):
created, even though it mighthave been like different pieces
and ports, emails that go outafter the campaign, a workflow
that actually runs those, otherpieces that we're sending them
to like pages or whatever it is.But now at least I can associate
an offline event to a campaign.Other thoughts that you're
(22:07):
thinking, because I see yourface, Chad. Like, where are you
going?
Chad Hohn (22:09):
Well, I've actually had meetings with the, like,
campaigns team about this, andstatic lists are not a viable
option to bring in anythingother than influenced contacts
related to the campaign. Soit'll only show influence, not
converted. The way that you canget converted contacts is by
(22:35):
uploading a static list to amarketing event which is related
to your campaign. And then thatwill give you the contacts that
are, like, associated to thecampaign. And then any deals
that they subsequently get willbe also associated to the
campaign.
That's one of those things.Like, the static lists, it could
(22:58):
be a workaround, but there's nooption to, like, do static list
of influenced contacts versusstatic list of converted
contacts or something like that.They just didn't give you that
visibility or that capabilityhere under static list. But it
is very helpful. Like you say,hey, I do have a list of people
that I know are related from aprevious system that were like
(23:20):
has saw an ad or something, butit's or, you know, whatever.
Then you can at least get thosehumans into your HubSpot and you
can get them related to this asinfluenced.
George B. Thomas (23:30):
And I would almost say, because my brain
kind of goes back to that inevent thing, is talking to a
sales rep and getting a businesscard, that's not really a
conversion. Is probablyinfluenced, right? We've
influenced the direction ofmaybe a future conversation. So
it's interesting that that'skind of the line that that goes
(23:52):
into, although you can use thebusiness card scanner in the
app, which then is kind of aconversion, but it's kind of
Yeah. Interesting
Max Cohen (24:03):
I think sucks. I hate that thing.
Chad Hohn (24:05):
Oh, no,
George B. Thomas (24:05):
no, no, no. You haven't checked it out
lately.
Max Cohen (24:08):
It's been
George B. Thomas (24:09):
it's been updated and redone, brother. I
just shared it with a client
Chad Hohn (24:12):
of ours.
Max Cohen (24:13):
Does it does it still not write any data to the record
if the contact already exists?
George B. Thomas (24:19):
No. I don't I don't think so.
Max Cohen (24:20):
Yeah. So, like, before you you would and I was
I'm I'm fine with it when it'sthe first time you're scanning
someone. Yeah. But fun fact,when you scan someone that
already exists in the CRM,nothing writes to the contact
record. So, like, you can't evensee the latest
Chad Hohn (24:36):
or something.
Max Cohen (24:37):
Yeah. You can't even see latest source was
George B. Thomas (24:40):
Oh, we'll have to check that out.
Max Cohen (24:42):
Yeah. I don't I don't
George B. Thomas (24:43):
I don't think it is. But I know that it's
definitely updated from the lasttime I had used it.
Max Cohen (24:48):
Yeah. Like, you can do other properties now. Right?
Yeah. Yeah.
That's cool. It's just like, yo,why aren't you like why can't I
trigger anything from someonegetting their business card
scan?
George B. Thomas (25:00):
Crazy. Well, yes.
Max Cohen (25:02):
They already exist.
George B. Thomas (25:03):
Yeah. Yeah. Interesting. Interesting. Mhmm.
I like how your brain works,Max, going. Okay. Let's continue
on so we have time to getthrough this because we're
getting there. We're getting totwo of the main things that I
wanna talk about. And this nextone is gonna kind of allude to.
So automation, it used to justbe workflows, but now it's
workflows and sequences. Solet's let the cat out the bag.
(25:24):
Why did I even want to really dothis episode? Because we're, and
we're going to skip over one andgo to a next and bring sequences
in with this. It is the salestab.
Fact now that you can associatecalls, emails, meetings in
sequences. By the way, if I openup library, there's another one
that I want people tounderstand. Well, two, documents
(25:45):
and playbooks. So, so just pausefor a second. Think on it.
Automation, sequences, library,documents and playbooks, sales,
calls, emails, and meetings.What the heck is sales stuff
doing in marketing campaigns?Now I'm just gonna stop there
and ask where your guys' brainsgo with all of this being able
(26:06):
to be associated now to whathistorically was a marketing
campaigns or campaigns tool andwhat that does moving forward.
Max Cohen (26:14):
It's that closed loop, baby. Well, maybe it's not
I don't know if it's closedloop. I mean, you know, it's
just marketing is so much morethan just marketing. It's like
you're Yeah. Oftentimes, yoursales team is finishing the
motion that you're starting.
Right? And so, know, you I thinkit's great where we live in the
world now. It's like, Not onlycan I, you know, bring in my
workflows and see how they'reperforming for any workflows
(26:34):
that directly support theefforts of this campaign? Right?
Let's say I went and built asequence for my sales team to
use to, you know, prospect intotheir install base for a very
specific reason around a veryspecific campaign.
Right? Well, now you can use it.And then I think the other thing
too is, like, this starts tomake it more relevant to people
who may just not be marketers.Like, you could see a sales
(26:58):
director or sales manager usingsomething like this now. Right?
Where they wanna
Chad Hohn (27:02):
track teams using the assets that people
Max Cohen (27:04):
made for.
George B. Thomas (27:05):
Right? Sales campaign.
Max Cohen (27:08):
Yep. Sales campaign for sure. And but, you know,
even, like, that's why meetingsis on there too. Right? Maybe
there's specific meeting linksthat you're building for people.
You know what I mean? Like, salelike, marketing teams that have
really good relationships withtheir sales teams, like folks
that are doing like, are westill saying marketing? Oh,
smart marketing. Right?
George B. Thomas (27:28):
People are still out in the world.
Max Cohen (27:30):
Sales and marketing teams that are very aligned with
the work that they do inside ofHubSpot. I think it makes sense
that you kind of treat a lot ofthis stuff as one because, you
know, it's all related. Right?So it makes a lot of sense to
me.
George B. Thomas (27:42):
Well, I would even say and then, Chad, I'm
gonna go to you. I would evensay for those teams that have
have historically had hurdlesbeing connected with their sales
team, like, I feel like this isa bridge to sales enablement, or
at least a mindset of salesenablement. So I go to like, one
of the things that I've beenthrowing out there to different
(28:03):
clients and trying to talk aboutis like, look, I want you to
think about what is the kind ofprocess that you would go
through and what is the mirroredversion of what you've
historically done withmarketing? So like you create a
marketing landing page so thatthey can convert and download an
ebook. Okay, great.
Is that ebook in documents? Canthe sales team give that
(28:26):
document away with a snippet?Right? And so, because the
snippet could be, or the snippetor the template could be the air
quotes landing page to the thingthat is in a document, because
now they're already in the CRMversus you're trying to get them
to convert, to get into the CRM.And so like, what's the pairing
or mirroring piece and, and howcan you use all of this to align
(28:49):
sales and marketing, enablesales enablement?
And Max, you started to alludeto it at the beginning of a true
representation of three sixtydegree reporting on both teams'
efforts. I'll pause there, Chad.Where's your brain?
Chad Hohn (29:03):
Yeah. I mean, you know, it it reminds me of, like
I mean, since Liz isn't isn'there, I'll try and do the Liz
voice. Like, how many times haveyou heard, hey. Can I please get
myself a price comparison battlecard between this and that
software? You know?
Max Cohen (29:18):
I don't
George B. Thomas (29:19):
know if she's that southern, but I get where
you're going. I get where you'regoing.
Chad Hohn (29:21):
Oh, yeah.
Max Cohen (29:22):
No. It's the Kermit the frog voice that she
Chad Hohn (29:24):
does the real stuff. Yeah. Kermit Liz. Anyway, but,
like, they want a battle card,right, or something. And, you
know, when it's also maybesomething that's on your site,
you build it, but really, it'slike you're saying, George,
multiple entry points for thesame content.
One entry point is marketingonly, and the other is sales was
(29:45):
able to give it to them. We canstill count it as influence, but
then, like, later possibly eventrack the source of the contact
versus the, you know, view rateor whatever, right, sort of
types of things. So you cankinda slice and dice the data a
little bit more. It's, I thinkthat is a super helpful thing if
(30:06):
you're thinking about it fromthat perspective of like, well,
I need to think about it. Imean, it's yeah.
It's like twice the work, twicethe configuration because like,
but like when you go on yourjourney report or whatever as
well, like where did my customerfollow the treasure map that I
built for them, essentially? Youknow, you can see if they
(30:26):
skipped steps or how they gotinto the funnel and all that
kind of stuff as well. If theydid what you were expecting them
to or if they just went rightover. You know, it's like, hey,
the contact is here. They didn'tfill out a form, but they got
the document.
Right?
George B. Thomas (30:42):
Yeah. Yeah. And and it's listen, we're just
scratching the surface. Twoplaces I wanna go because of
things that were said either atthe very beginning of this
podcast or even before westarted recording. But I just
want everybody to know the factthat videos now is in the
campaigns tool.
Marketing events, tracking URLs,external website pages, who
(31:03):
knows where this gonna go in thefuture. If you haven't checked
out the campaigns tool lately,you need to check it out. And
not only check it out to justsee what's there, but to think
about what is the futurestrategy that you're gonna use
moving forward around marketingcampaigns, sales campaigns, or
God forbid it actually be cultsmarketing, but some type of
(31:24):
sales enablement, cohesive threesixty degree piece. Here's the
other thing that I'm gonnamention before I actually go
into the two questions that Iwant to ask before we close.
It's also the first place that Ithink I've seen, and I'll use
air quotes, ad for another app,because it looks like, and by
(31:46):
the way, HubSpot, I'm kind oftalking to you.
It's kind of confusing. There'scontent remix at the very bottom
of the list of ad assets. Andyou click that, like, you would
think you were adding an asset,but you're actually taken to
content remix. Yeah. So that Iguess, so you can create some
more content to put to the Butanyway, I know you're trying to
(32:09):
get user adoption.
It's kind of confusing, butmaybe make it look more like an
ad, less like just a link causethe others look like links. Just
my suggestion. Anyway, so twothings I want to dive into. Max,
when we first got started, yousaid, I did this campaign
template and my mind is blown.You talk me through why your
(32:32):
mind was blown around campaigntemplates and just give the
audience, the listeners kind ofyour brain dump on that.
Max Cohen (32:40):
That's what I was doing onboarding way back when
this would have made my life 10times easier. That's why. So
like so they have these campaigntemplates. Right? And this is my
first time actually, like, youknow, going through it.
Right? But I'm in here. I wentto go create a campaign instead
of hitting start from scratch. Ihit, you know, create a template
or or use start from a template.Right?
(33:01):
So they have a bunch of them inhere, and you can even create
your own, which is sick. Right?But they have, like, abandoned
carts, email drip campaign, inperson event promotion, lead
generation, onboarding andwelcome, product sale, regain
all these different things.Right? So, like, let's go look
at this, like, product launchone.
Right? And I'll go create oneright here. So when you go and
(33:23):
do that, it brings you to thispage that essentially is like
giving you a whole bunch ofassets that it wants you to add,
but it gives you context intowhy you're creating each one.
Right? So like, and it also hasthis like steps completed thing
up at the top, which is likeawesome because you can see the
(33:46):
progress as you're going out andlike building this.
Right? So it's like, okay, youknow, landing page, build a
landing page to feature your newproduct or service. Right? It
has this like text that's likeunique to this specific
template. Right?
That's like actually giving youinstruction instead of just
saying, add a landing page. It'slike, okay. Landing page for
(34:07):
what? Like, what am I doing withthe landing page? Right?
And then it's like, create aCTA. So it says create a product
demo banner on your website. Soit's like even giving you
suggestions on, like, where touse it. Right? AI is probably
gonna make this crazy.
Right? And I'm honestlysurprised they don't already
have, like, a I mean, when theybuild a breeze into this thing,
(34:28):
that's gonna be insane. Youknow? So this is is really,
really cool. But I also justlike how you can build your own
template because that's a reallyunique form of like marketing
enablement.
Right? Like, we talk about salesenablement a lot, but there are
(34:50):
situations where, like, somemarketing teams are huge. And,
like, marketing enablementexists. Like, we had it at
HubSpot. Right?
You know? And it's everythingthat you're doing to make your
marketers' lives a lot easierand whatever tools that they're
using across the whole stack,whatever it may be. Right? But
just like you might createdatasets for different marketing
(35:11):
teams to use to enable them tobe able to use reporting much
easier. Right?
I'm feeling like building, like,specific campaigns that have,
like, you know, your standardoperating procedure in there
that's, like, unique to yourcompany and then making those
templates available to folkssaying like, hey. When we're
promoting this or doing this ordoing this, here are the
(35:31):
different things that we do.Here's the instructions that
make it unique to us, all thatkind of stuff. That's really
cool.
Chad Hohn (35:38):
Yeah. I mean, I love that you can make your own
templates too.
Max Cohen (35:40):
That's amazing. Right? Like, you can
Chad Hohn (35:43):
literally just add your flow. Yep. So cool. Like,
once you really feel like you'rehappy with how it's being used
and you know what's going on andthe results you're getting.
Max Cohen (35:53):
Yeah. Yeah. Oh, like, just imagine when the little
breeze button shows up there andit's just like, you know, start
this for me or like, whatever.Right?
George B. Thomas (36:00):
The amount of time you're saving in the
humans' lives that you work withby being able to actually
strategize and put somethinglike this together is absolutely
amazing. Talking about puttingsomething together, Chad, you
mentioned something before weeven hit the record button and
I've been dying to get back toit. And that is the fact that
campaigns is in the CustomReport Builder. So kind of talk
(36:24):
us through, because you getexcited when you find stuff in
the custom report builder. LikeI watch your face light up.
Just walk us through the factthat campaigns, all of the
things that we're talking aboutnew, and then boom, campaigns is
in the custom report builder.Like where's your brain
Chad Hohn (36:41):
Yeah. So it wasn't a thing until six months ago, but
it's also gotten better. Andwhat I mean by that is like
before campaigns in the CRB usedto only be a primary data source
and you couldn't add any otherdata sources as joins to it.
However, you can now add thingslike contacts, or deals, or
(37:03):
tickets, or whatever that arerelated to that campaign. And
it's quite phenomenal that,like, I can add a filter for you
have to with campaigns as theCRB, you have to have the filter
for, like, the campaign's eventtime stamp.
But then I could say, like, alsoadd contacts and deals related
(37:26):
to that campaign and break downthe campaign by the count of
contacts and the count of dealsand filter by some critical mass
date component that I'mtracking. Right? So for us, it
would be like, hey, the datethey exited the, you know,
inspection completed dealpipeline stage or my contract
(37:47):
signed date. Like, hey, give meonly, you know, campaigns and
their deals that have had acontract signed date. Like and
then you can pull in thecampaign spend total.
And if you're using campaigntemplates for standard marketing
that you're doing where youduplicate the campaign and
(38:07):
track, like the Google Ads spendfor just that one month, then
you're because unfortunately,spend still doesn't have like a
date that the spend was added tobreak down how much was spent
and when. But if your campaignis like a month by month type
thing, then now you know howmuch did I spend this month on
(38:30):
my digital ad sources, or if weneed to log any manual spend for
like billboards or whatever, wecan do that for that date
period. And my I then I can,like, click on it and look at
who the people that came throughare in my custom report builder
broken down by campaigns, brokendown by all like you could get
your, you know, pivot tableheaven going with some of this.
(38:54):
And if you do this in a dataset,then you can start to create, if
you have OpsHub Pro, like somelevel calculations of, or break
down, you know, interactions,like number of this type of
interaction divided by someother metric. And then you can
tell, you know, conversion ratethat may not already be
(39:14):
calculated for you.
And like, I mean, the you know,they roll up so much information
to that campaign level that nowthat you can associate things to
it in the CRB, you can reallyget granular with your data.
Like, outside of the campaignanalytics where it can't tell
you what you wanna know, you canstart to really drill down. And
(39:37):
between that and now the abilityto upload a CSV to a dataset of
your own data and create yourown custom join on a matched
value. So like the campaign nameis, you know, March leads, and
then my budget spend item that Iuploaded, maybe if if I didn't
(39:58):
use it that way and I wanted totrack it some other way, and I
was pulling data from myaccounting software. I mean,
it's crazy what you could do andlike create those associations
for CSV uploads now.
George B. Thomas (40:11):
Right? It sounds like almost the
possibilities are endless. Yeah.If you understand what you can
do, but of course, to get thatthe power that I just heard you
say around the reporting ofcampaigns in the Custom Report
Builder, you've kind of got touse the campaigns tool. Yeah.
(40:32):
Which I hope people are. Okay,so I'm going to close it out
here in a second, but if you,Max, I'll go with you, Chad,
you, then I'll close this badboy out. If you were to give
somebody one action item thatthey needed to take after
listening to this episode, whatwould be the one thing that they
should do?
Max Cohen (40:50):
Oh, dude. I mean, if you're if you feel like you
don't have, like, a structuredway of building out your
campaigns and you're kinda just,you know, building stuff willy
nilly, go go check out one ofthese templates, man. It's just
a great way to add a little bitof a structure and a nice little
checklist for yourself to makesure you're building with a
(41:11):
purpose Yeah. Marketing up.Yeah.
Chad Hohn (41:14):
Yeah. I mean, for for me, I would say, like, go to the
CRB, add campaigns as a primarydata source, and look at all the
properties. Remember, in thecustom report builder now, you
can click the little three dotsnext to any property, and hit
view property info, and it willgive a property description
without you having to leave theCRB. Like sometimes properties
(41:37):
don't exist anywhere and likeyou can't go to campaign. Some
of these campaign properties,you can, you see your campaign
custom properties, but maybe notall of these properties.
So this gives you like propertydescriptions for stuff that you
may not actually even be able tofind property descriptions for
normally in the HubSpot UI.Right? So go check this out.
(41:59):
Look at those properties. Let itinspire you as to how you could
structure your campaigns to moreaccurately track information
that you may never have thoughtyou were able to track in
HubSpot before.
George B. Thomas (42:12):
I love it so much. Ladies and gentlemen, my
one thing is just go look at thecampaigns tool. If you've been a
HubSpot user for years andyou're like, Ah, campaigns, I've
looked at that five times. Wetried it once. It's not Listen,
go look at it, see what's new,go reimagine what's possible
when you use this tool, becausefor me, it really does come down
(42:34):
to these things, salescampaigns, marketing campaigns,
or in a perfect world in mymind, an aligned campaign where
sales and marketing are workingtogether.
They're mirror versions of whatyou're trying to accomplish,
conversions, conversations,driving results, helping humans.
(42:56):
And so just go check it out, Seewhat you can add to this thing.
Go rebuild some of your oldcampaigns or add assets that you
once couldn't add and see whatthe numbers happen there when
you just add the assets that youhad, but you couldn't add. Some
Like, of you have been doingthis before. Anyway, go do that.
Go do the things that Max andChad said. And, of course, while
(43:17):
you're doing that, remember tobe a happy, helpful, humble
human. And we'll see you on thenext episode of Hub Heroes
podcast. Okay, Hub Heroes. We'vereached the end of another
episode.
Will Lord Lack continue to loomover the community, or will we
be able to defeat him in thenext episode of the Hub Heroes
podcast? Make sure you tune inand find out in the next
(43:41):
episode. Make sure you head overto the hubheroes.com to get the
latest episodes and become partof the league of heroes. FYI, if
you're part of the league ofheroes, you'll get the show
notes right in your inbox andthey come with some hidden power
up potential as well. Make sureyou share this podcast with a
friend.
Leave a review if you like whatyou're listening to and use the
(44:04):
hashtag hashtag hub heroespodcast on any of the socials
and let us know what strategyconversation you'd like to
listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and of course, always be lookingfor a way to be someone's hero.
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