HubSpot Director of Marketing and #KnoxHUG Guest Speaker Debbie Farese covers the latest shift in inbound sales and marketing and how to use it to delight your prospects and customers.

1. Funnel to Flywheel
Growing Your Business
in an On Demand World
#KnoxHUG knoxville.hubspotusergroups.com

2. Knoxville HUG Leader and Co-Leader
www.vieodesign.com
• HubSpot Agency
Partner
• Inbound Marketing
• Inbound Sales
• HubSpot Marketing
Software
• HubSpot Sales
Software
• HubSpot CMS
Design
Agency Certifications and Specialties:
Holly Yalove
VIEO Principal & Chief
Strategist
Mitch Transue
VIEO Business Development
Manager
• Growth-Driven Design
• GDD Agency
• Email Marketing
• Content Marketing
• Service Delivery
• HubSpot Beta Tester
• Certified Google
Partner
• Certified Yext Partner
/hollyyalove /mitchell-transue

3. What We’ll Cover
○ HUG News
○ HubSpot Guest Speaker Presentation
■ Funnel to Flywheel: Growing Your
Business in an On Demand World
■ Periodic Swag Slides Included!
■ HubSpot Product Update Highlights
○ Q&A
#KnoxHUG knoxville.hubspotusergroups.com

4. Connect
• Twitter @knoxvillehug
• Instagram: @knoxvillehug
• LinkedIn Group
• Slack Channel
INBOUND 2018: September 4-7, 2018
- Boston, MA
Register Here
#KnoxHUG knoxville.hubspotusergroups.com
HUG NEWS
Future 2018 Meetup Dates
• Q3 - Thursday, September 13, 2018
• Q4 - Thursday, November 8, 2018
RSVP Here

5. Meet Your HubSpot Guest Speaker
Debbie Farese
Marketing Director and
Director of Global Web Strategy at HubSpot
#KnoxHUG
Debbie leads HubSpot’s Global Web Strategy team which consists of
conversion rate optimization specialists, copywriters, UX designers and
website analysts. She transitioned into her current role after creating
and building HubSpot’s sales enablement and lead nurturing team.
Prior to HubSpot, Debbie worked at Microsoft on the Product Marketing
team after pursuing her MBA at MIT Sloan. When she’s not marketing,
she can be found running, cuddling with her two cats & dog, or watching
a live country music show featuring her boyfriend on bass guitar.
knoxville.hubspotusergroups.com

6. Funnel to Flywheel:
Growing Your Business in
an On Demand World

7. We need to rethink how we market,
sell and serve our customers.

9. We need a transformation. (again)

11. Let’s go on a historical journey...

12. Do you remember life before the internet?

13. BEFORE THE
INTERNET A few publications controlled
the flow of information.
Choices were limited.
You had to buy your way in.
Information had a price tag.

14. Information was everywhere.
Anyone with an idea could
earn attention for free.
THE EARLY DAYS OF
THE INTERNET
Choices were limitless.
Companies, products and
media platforms multiplied.

15. But then something changed.

16. The internet gave
us infinite content.

17. The internet gave
us infinite content.
That added
complexity.

18. The internet gave
us infinite content.
That added
complexity.
So technology
streamlined that
content.

19. The internet gave
us endless options.

20. The internet gave
us endless options.
That added
complexity.

21. “Amazon’s Choice
for Paper towels is
Presto - 3 count for
$8. Would you like to
buy it?”
The internet gave
us endless options.
That added
complexity.
So technology
refined those
options.

22. The internet kept
asking us for
information.

23. The internet kept
asking us for
information.
That added
complexity.

24. The internet kept
asking us for
information.
That added
complexity.
So technology took
care of that too.

25. Endless publishers
Endless options
Homogenous experience
TODAYYESTERDAY
A few aggregators
Curated options
Personalized experience

26. It’s not about what you sell.
It’s about how you sell it.

27. Companies that redefined simplicity
iTunes Spotify
Sharepoint Slack
Netflix DVDs Netflix
Cisco Zoom
Record Stores
Email
Video Rental Stores
Business Travel

28. Available 9-5
They share a few key traits...
Available 24-7
High upfront investment Free and quick to start
Personalized experienceGeneric experience
PredictiveResponsive

29. Are you meeting
customer expectations?

30. We need a transformation.

32. Swag Time
#KnoxHUG knoxville.hubspotusergroups.com

34. Engage however. Be adaptable.
Engage whenever.
Anticipate needs.
Be available.
Be authentic.

35. Limited optionsEngage however

36. Fill out your information and one of our
team members will get back to you.
Enter your email address...
Enter your name...
Enter your company name...
Tell us about what you need.
Submit my request

37. Thank you for your interest in ABC
Company! We've recorded your
request and we will get back to you
within 24 hours.
Thanks for Contacting Us.
Today at 10:39
From: ABC Company
To: Customer

39. Be adaptable.

40. Being adaptable = Omnichannel

41. Omnichannel
Providing a consistent communication journey
where the conversation history and context
travels from channel to channel

42. Treat new channels as additive,
not replacements.

44. will buy via a
messaging app
will contact a
company using
messaging apps
53% 38%

46. >

48. Business hours onlyEngage whenever

49. Hi, I have a question.
Sorry, we aren’t online at the
moment. Leave a message and
we’ll get back to you.
Enter your email address...
Enter your message...
Send
Live Chat

51. Being available = 24/7

52. 9 seconds
Source: TIME Magazine
Average goldfish attention span

53. 8 seconds
Source: Microsoft
Average human attention span

58. Barrage of questionsAnticipate needs

59. Fill out your information to download
this awesome free report.
Enter your email address...
Enter your name...
Enter your company name...
How many employees work there?
Start my download
Monday, 9:00am

60. Fill out your information to download
this awesome free report.
Enter your email address...
Enter your name...
Enter your company name...
How many employees work there?
Start my download
Monday, 9:00am
Fill out your information to download
another awesome free report.
Enter your email address...
Enter your name...
Enter your company name...
How many employees work there?
Start my download
Monday, 9:45am

61. “To verify your account, please enter your
name, DOB and account number"
Outgoing call, 0:35 elapsed
“Thanks for calling, could I get your name,
DOB and account number?"
Outgoing call, 2:56 elapsed

62. Be authentic.
Hey, I have a question about
your product.
Sure, I’m happy to help. I notice
you’re already a customer, so
thanks for your loyalty. What can
I do for you?

63. Being authentic = Relationship

67. Seen | Heard | Valued

71. Be adaptable.
Be available.
Be authentic.

72. When change is the constant,
the customer is the compass.

73. The new competitive advantage is
the ability to adapt to your customers.

74. Marketing
Sales
Services

75. There’s a better way to grow.

77. Swag Time
#KnoxHUG knoxville.hubspotusergroups.com

78. Questions?
#KnoxHUG knoxville.hubspotusergroups.com

79. HubSpot Product Update
Highlights
● GDPR Settings, Tools, and Functionality
● Lead Ad Automation: Automate follow
up tasks for leads from Facebook lead
ads.
● Default Dashboard Setting: Now
available
● Sharable Forms Links: Share forms with
potential leads through channels like
email or over Facebook Messenger

80. HubSpot Product Update
Highlights
● New HubSpot Service Hub: A new
product line from HubSpot that is 100%
focused on a better customer
experience.
○ Conversations
○ Tickets
○ Knowledge Base
○ Customer Feedback
○ Service Hub Reporting

81. HubSpot Product Update
Highlights
● New Design Manager: Rebuilt from the
ground-up to better serve design and
developer audience
● Easy Pillar Page Linking: From within
the content editor’s “Optimize” Tab
● New Content Optimization (SEO check)
Options: From within the content editor’s
“Optimize” Tab [CMS users]
● Live Chat: More availability options

82. HubSpot Product Update
Highlights
● Slack Integration: Can accomplish tasks
directly in Slack – for example, Sales reps can
get and answer chat messages from HubSpot
directly in Slack or create a task and
associate it with a contact, company, or deal
in HubSpot.
● SEMrush Integration: Transfer keywords
you’ve been tracking in HubSpot into
SEMrush for position tracking
● Automated Tasks on Deal Stages [HS Sales
Professional]

83. HubSpot Product Update
Highlights
● Set a Featured Image for Web and
Landing Pages [CMS]
● HubSpot CRM Free New Native Forms
Tool
● Follow CRM Records: The ability to
follow a contact, company, or deal
record in HubSpot CRM [all HS users]
● Workplace by Facebook Integration

84. HubSpot Product Update
Highlights
● A/B Testing for Web Pages: Just like
emails, CTAs, and landing pages, you
can now run A/B tests on web pages
[Professional & Enterprise users on the
CMS].
● HubSpot for Shopify (Ecommerce
Integration)
● 7 New and/or Updated APIs
● New Tracks in the Learning Center

85. HubSpot Product Update
Highlights
● Social Tool Enhancements:
○ Twitter & LinkedIn video publishing
additions
○ Bulk upload for Facebook and LinkedIn
posts
○ Monitor and respond to Instagram
comments
● Social Competitor streams: New option in
Marketing Hub Enterprise

86. HubSpot Product Update
Highlights
● New metrics available on blog post, landing
page, and website page details pages: On a
page’s details screen, users will now see traffic
analytics metrics on the performance tab.
● Restore deleted CRM Contacts, Companies,
and Deals: With a new CRM Recycle Bin
● Insight into emails “Not Sent”: Specific
reasons now displayed for Sales and Marketing
Emails

87. HubSpot Product Update
Highlights
● 'Combination' Report
Visualization in Sources and Pages:
View two metrics at the same time
● Rotate Leads to Teams and
Custom Owners: New ability to both
rotate leads to a Custom Owner
(HubSpot user) property and rotate
leads between a Team within
Workflows. [HS Sales Professional]

88. HUG NEWS
Connect
• Twitter @knoxvillehug
• Instagram: @knoxvillehug
• LinkedIn Group
• Slack Channel
INBOUND 2018: September 4-7, 2018
- Boston, MA
Register Here
Future 2018 Meetup Dates
• Q3 - Thursday, September 13, 2018
• Q4 - Thursday, November 8, 2018
RSVP Here