Cleveland HubSpot User Group presentation recapping Inbound 2012 and the release of HubSpot 3.

1. Cleveland HubSpotUser Group
Cleveland HubSpot User Group
Bringing Inbound Back
Sept. 18, 2012
Twitter: #CleHUG

2. HubSpot Updates
• Inbound 2012
• Unveiling of HubSpot 3
• Relaunch of HubSpot Academy
• Mobile App
Twitter: #CleHUG

3. Cleveland HUG Special Guest
Ryan Brown
Brand and Buzz Strategist @ HubSpot
• Founded RB Productions
• Emerson College
• Named and started the ‘original’ HubSpot
Academy
• Creative Direction at HubSpot
• Responsible for Production & Design at Inbound.
• Twitter: @_RyanBrown_
Twitter: #CleHUG

4. Meeting Agenda
Bringing Inbound Back
• Overview of Inbound 2012
• HubSpot 3 Tools & Features
• Use Cases
• Inbound 2013
• Questions?
Twitter: #CleHUG

5. Highlights from Inbound 2012
Twitter: #CleHUG

16. HubSpot 3
• HubSpot 3 — 1+1=3
• Integrates front-end content
system with back-end context.
• Enables automation of
marketing activities to
effectively and efficiently
execute inbound marketing.
• Provides CONTEXT to the
online user experience through
a customized content.
Twitter: #CleHUG

17. HubSpot 3 — New Contacts & Database
Twitter: #CleHUG

18. HubSpot 3 — New Contacts & Database
• Central location for management of contact information.
• Includes social and 1,000+ customizable fields.
• Timeline maps out a user’s interactions with your site and
content.
• Cool features:
- Contacts can be added individually.
- Pulls in social profile information.
- Lists lead status in the sales process.
- Profile can be shared with members of the sales team
through a public link.
- “Search in Google” option.
Twitter: #CleHUG

19. HubSpot 3 — New Contacts & Database
Twitter: #CleHUG

20. HubSpot 3 — New Contacts & Database
• New member at Cleveland HUG event:
- Manually add contact information.
- Customizable fields related to your business — select
“Cleveland HUG Member”
- Automatically adds contact to a “Smart List.”
• Existing lead that downloaded an inbound
marketing ebook:
- Listed as “Lead” with first seen and past engagement.
- Profile can be shared with sales team members.
- Create lead nurturing campaign to further pull through
through the sales cycle.
Twitter: #CleHUG

21. HubSpot 3 — New Email Tool
Twitter: #CleHUG

22. HubSpot 3 — New Email Tool
• New tool and user interface.
• Target a segment through a static or smart list based on lead behavior.
• Cool features:
- 15+ established best practices templates.
- Preview screen updates as you edit and follows you down the page.
- Personalize email based on contact fields.
- Insert CTAs.
- Social sharing options.
- Web page version.
- Analytics.
Twitter: #CleHUG

23. HubSpot 3 — New Email Tool
Twitter: #CleHUG

24. HubSpot 3 — New Email Tool
Twitter: #CleHUG

25. HubSpot 3 — New Email Tool
Twitter: #CleHUG

26. HubSpot 3 — New Email Tool
• Cleveland HUG event email:
- Select template, load content, preview and send test.
- Use “Smart List” for past attendees.
- Share via social media.
- Check analytics in real-time.
• Nurture lead after they download a piece of gated content:
- Create workflow to launch following the download.
- If they download the ebook and have more than 100 Twitter followers.
- If they download the ebook and have visited 10 or more pages on your site.
- Start and stop emails based on response — if they fill out your request a
demo form, etc.
Twitter: #CleHUG

27. HubSpot 3 — New Landing Pages
Twitter: #CleHUG

28. HubSpot 3 — New Landing Pages
• Create a page, and variations of a page, within minutes.
• Smart content to create context for visitors.
• Cool features:
- New interface with preview screen.
- Templates are responsive to browsers and devices.
- Built in CTA builder.
- A/B testing for any element on the page.
- Edit versions based on performance.
- Integrated with forms to kick off predetermined workflows.
Twitter: #CleHUG

29. HubSpot 3 — Smart Fields
• Create forms for any field in contact
database.
• Increase conversion rates by eliminating
redundancy in form submission requests.
• Cool features:
- Automatically remove form fields
based on previously gathered
information.
- Automatically updates information in
contact database.
- Integrated with workflows.
Twitter: #CleHUG

30. HubSpot 3 — Smart CTAs
• Create and manage effective CTAs in
emails and on landing pages.
• Cool features:
- Automatically delivers a CTA based
on lead information.
- A/B testing to determine most
effective wording, placement, color,
size, etc.
- Integrated with workflows.
Twitter: #CleHUG

31. HubSpot 3 — Smart Fields & CTAs
• Cleveland HUG attendee:
- Visits the PR 20/20 site for the first time.
- “Follow us” on social media.
- Fills out a form to receive information on upcoming events — includes name,
email, indicates they are a Cleveland HUG member.
• Next time they visit...
- Form updates to reflect that they have already indicated they are Cleveland
HUG member.
- CTA updates to “Share this” on social media because it already knows they
are a follower.
Twitter: #CleHUG

32. HubSpot 3 — Social Media
Twitter: #CleHUG

33. HubSpot 3 — Social Media
Twitter: #CleHUG

34. HubSpot 3 — Social Media
Twitter: #CleHUG

35. HubSpot 3 — Workflows
Twitter: #CleHUG

36. HubSpot 3 — Fully Integrated
Twitter: #CleHUG

37. HubSpot 3 — Content + Context
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38. HubSpot 3 — Context

39. HubSpot 3 — Context

40. HubSpot 3 — Context
Twitter: #CleHUG

41. HubSpot 3 — Fully Integrated
Twitter: #CleHUG

42. HubSpot 3 — Fully Integrated
Twitter: #CleHUG

43. HubSpot 3 — Timeline
Twitter: #CleHUG

44. Mobile App
• Access HubSpot on the go with
the mobile app for iPhones.
• Cool features:
- Toggle between accounts
- Dashboard
- Sources
- Contacts
- Push notifications
Twitter: #CleHUG

45. Inbound 2013
www.inboundconference.com
Twitter: #CleHUG

46. Questions?
Dia Dalsky Ryan Brown
Cleveland HUG Leader, PR 20/20 Brand and Buzz Strategist, HubSpot
dia@pr2020.com rbrown@hubspot.com
Twitter: @DiaDalsky Twitter: @_RyanBrown_
Twitter: #CleHUG