This presentation was delivered in September 2019, a month after the INBOUND 2019 conference in Boston. Brand chemistry’s Client Strategy and Delivery Lead Emma Downham delivered the presentation, discussing the key takeaways of her trip to the US.

1. September 2019
HUG Adelaide

2. Hey!
I’m Emma
Source: Austin Remer | Dribble

5. Practical
TIPS
Source: Dennis Cortés | Dribble

6. Agenda
● Ace new HubSpot platform updates (drag and drop, anyone else clapping?!?!)
● Insight into HubSpot's email marketing program
● Quick tips to improve your CTAs!

7. But
Source: MacWojcik | Dribble
first...

8. Hubspot platform updates

9. Drag and Drop Landing Pages
Create beautiful landing pages and emails that align
with your brand, and customers can’t help but click in
just minutes. Choose from dozens of pre-made
templates, or build your own.

11. Other updates include:
● Organic social media and paid social ad improvements
● Folders in workflows
● New contact record designs and speed improvements
● Sales hub also got some love - it now takes less clicks to close a deal
or setup tasks.
● It’s also easier than ever to dedupe contacts
● Attribution reporting
● Chatbot availability

12. https://blog.hubspot.com/customers/inbound-19-product-spotlight

13. Insight into HubSpot's
email marketing program
Source: Brittany Harden | Dribble

18. HubSpot attributes its email marketing
success to a few key factors:
● Customer centric vs Company centric marketing
● All emails are human, helpful and friendly.
● Subject lines need to be action oriented and relevant to the content
● CTA language needs to be simple, direct and action oriented.
● When it comes to imagery, simplicity wins.
● Keep your automation to about 3 days apart
● Always send based on a contacts timezone.

19. What’s in a Call To Action
(CTA)?
Source: Iza S| Dribble

20. Highest click rate by type
● Buttons - susceptible to swings in performance, but the most clicked
● Text - even though they don’t perform well they’re more consistent
● Designed - Clicked less than button CTAs and banner blindness is
likely contributing to this

21. Avoid them like the plague.
Make them customer-focused
and relevant to the buyer’s
journey and use HubSpot’s
SMART ability to improve
CTAs throughout your site.
Be careful about generic
site-wide CTAs.
TIP 1
Use your websites site map
to map out a logical buyer’s
journey and plan your
CTAs out this way.
Try to use buttons
where you can.
Add CTAs to
relevant pages
TIP 2
Anytime someone on the internet
has to handover their email/phone
number they get anxious.
It’s your job to alleviate that anxiety
and understand what part of the
journey is causing your
visitors/leads anxiety.
Add context to
alleviate anxiety
TIP 3

22. Make sure whatever you’re
asking someone to do is easy
and do-able. A classic case is
telling people to add to cart
from email and then not
having the functionality to
actually do that.
Big watch out!
Choose your words wisely
because they matter
TIP 4
Being clear will always trump
creativity, and creativity should
be done in the context of your
personas. However, creative
copy that makes sense to your
offering can be fun!
Be clear & provide value
but don't be afraid to
get creative.
TIP 5

24. Key Takeaways
Source: Brittany Harden | Dribble

25. Questions?