Talks from Rikki at Digital 22 and Kristin from HubSpot. Firstly, all the new product releases from HubSpot at Inbound 17. Secondly, an overview of the GDD process.

1. www.digital22.com
Welcome to
the HUG

2. Agenda
● Introductions
● Inbound 17 Update
● Growth Driven Design
● Q&A - your questions
answered

3. The aim of our HUGs is for like minded people to share their experiences
and tactics so everyone can improve their inbound results.
Each session will focus on a particular aspect of inbound marketing so that
you can leave a better marketer.
#LeedsHUG / #ManchesterHUG

4. INBOUND
2017
All Systems Grow

5. Kristin Fox
Senior Customer Success Manager
HubSpot Employee 2 Years
e: kafox@hubspot.com
LinkedIn: kristin-fox-812a794b/

6. INBOUND Product Announcements

8. The why.
Why is Hubspot focusing on
these new areas?
Why should these areas be
part of the strategic planning
for your business?

9. 1. Drive more traffic to your site and rank higher
for your keywords
What will I take away from this?
2. Ensure you get the credit for the work you do
3. Identify if you are using the right sales tools
4. Ensure your customers renew & become
promoters
4 actions that will help you:

10. 1. The
Evolution
of Search

11. Restaurants Leeds

12. Where is the best place to eat near me right now

13. 1. Our search behavior
has changed.
2. Google’s algorithm has
changed. Search is no
longer about keywords -
Google now rewards
websites whose content is
structured as
Topic Clusters

14. What is a Topic Cluster?
A topic cluster is comprised of
a pillar page and subtopic content
E.g.:
https://www.hubspot.com/marketing-automation-information

15. Benefits
of
Topic
Clusters
Because all
content is linked,
when one page
performs well all
others get a boost
Google will
easily
recognise you
as the subject
matter expert
Better user
experience
for visitors
Pillar pages will
drive more traffic
so you can spend
more time
elsewhere

16. Content
Strategy

18. YOUR CONTENT
STRATEGY HAS
TO CHANGE
TO BE FOUND
ONLINE

19. Content Strategy

20. 2.
CHANGING
NEEDS OF
SALES
TEAMS

21. Signals
Sidekick
Sales Pro
Sales Free
Sales Starter
Sales
Professional

22. Workflows
Reporting
Predictive Lead Scoring
Products

23. IMPORTANT TO MATCH
YOUR SALES TOOLS
WITH THE NEEDS
OF YOUR
SALES TEAM

24. Content Strategy Sales Professional

25. 3. REPORTING

27. You don’t look like you’re making an impact...
unless you can measure it.

28. Campaign
Analytics

30. 1) Compare campaigns to each other.
What Exactly can I Report on?
2) See a list of new contacts created by a campaign.
3) See a list of contacts influenced by a campaign.
4) How much revenue a campaign influenced.
5) Prove the impact marketing is having on sales.

31. GET CREDIT FOR
THE WORK
YOU DO

32. Content Strategy Sales Professional
Campaign Analytics

33. 4.

36. How will you use the Integration?
★ Trigger ABM campaigns based on workflow criteria and
track campaign results by account in Terminus.
★ Use ads more strategically - only activating campaigns
when users have visited a specific page or read a particular
email.

38. How will you use the Integration?
★ Advanced customer reporting and segmentation.
★ Nurture loyalty and repeat purchasing with automatic
and personalized communications.
★ Increase revenue by recovering abandoned shopping
carts.

39. NEVER MISS
A
SALES
OPPORTUNITY

40. Content Strategy Sales Professional
Campaign Analytics
Terminus & Shopify
Integrations

42. Customer
HUB

43. Businesses that truly
solve for the customer
will always earn a
competitive advantage.

44. ❖ Manage customer inquiries
❖ Turn a chat into a ticket creation or escalation
❖ Automate customer feedback and Net Promoter Scores
❖ Create and manage a robust knowledge center
❖ Build and nurture relationships

45. Good Customer Experience = Promoters

46. Conversations
One
shared
customer
inbox.

47. What will Conversations do?
★ Unify conversations from multiple channels: Facebook
Messenger, onsite chat, slack, social media, email and other
messaging outlets into one shared inbox
★ Give you context: having everything in the one place
means having full context of past interactions wherever
and whenever they may have taken place.

48. Let’s talk about bots.

49. By 2020, 30% of our
interactions with technology
will be through
"conversations" with smart
machines

50. Bots help growing
businesses scale
one-to-one
communications.

51. Content Strategy
Terminus & Shopify
Integrations
Sales Professional
Campaign Analytics
Customer Hub
Conversations
Bot Flows

52. Step 1 Step 4Step 2
Step 3
Identify 3 or 4 core
topics that you
want your
business to be
found for online
and build a pillar
page for each.
Review how you
report on your
marketing efforts
Review the
sales tools
used in the
business
Think about how
you service your
customers and
identify ways to
enhance it and
turn happy
customers into
promoters
4 Step Action Plan:

53. FINAL THOUGHT
“Best way to sell something:
don’t sell anything. Earn the
awareness, respect, and trust -
of those who might buy”
- Rand Fishkin, Moz

54. Resources
Content Strategy
Create a topic cluster:
https://knowledge.hubspot.com/articles/kcs_article/content-strategy/how-do-
i-create-a-topic-cluster-with-the-content-strategy-tool
Marketing Automation Pillar Page example:
https://www.hubspot.com/marketing-automation-information
Sales Processes
Guide to marketing & sales alignment:
https://offers.hubspot.com/unifying-sales-and-marketing
Campaign Reporting
How to use it:
https://knowledge.hubspot.com/articles/kcs_article/reports/how-to-use-the-c
ampaign-analytics-tool
Customer HUB
https://www.hubspot.com/company-news/hubspot-announces-customer-hub
-expands-platform-to-support-the-entire-customer-experience
Integrations
Shopify:
https://www.hubspot.com/product-updates/shopify-and-bridge
Terminus: https://www.hubspot.com/product-updates/terminus
Conversations
https://www.hubspot.com/company-news/hubspot-announces-free-conversat
ions-tool-for-multi-channel-one-to-one-communication-at-scale
INBOUND Product Keynote
https://www.youtube.com/watch?v=KmdHVT-OZhQ

55. What is Growth-Driven Design?
Rikki Lear - Digital 22

56. 1WHY IS TRADITIONAL
WEB DESIGN BROKEN?

57. WHAT EMOTIONS DID YOU
EXPERIENCE DURING
PREVIOUS REDESIGNS?

58. Based on a 2016 survey conducted by

59. Based on a 2016 survey conducted by

60. WHAT IS THE CURRENT
ROADMAP FOR WEB
DESIGN?

61. Request budget for resources.
Average SMB website costs £11,000 - £60,000

62. Build a team of experts.

63. ASSORIT200
Carefully plan the three - six month journey.

64. UNSPLASH USER TRISTAN
Time Consuming | Over-Budget | Launch Late

65. Observation One:
Traditional web design is a high-risk bet.

66. THE WEBSITE IS LIVE!

67. HOW IMPORTANT IS YOUR
WEBSITE TO YOUR BUSINESS?

68. HOW IMPORTANT IS YOUR
WEBSITE TO YOUR BUSINESS?
Based on a 2016 survey conducted by HubSpot
0 5 10Not Important Extremely Important
54%
13%
8%
10%6%4%
2%2%

69. HOW OFTEN DO YOU MAKE
IMPACTFUL IMPROVEMENTS
TO YOUR WEBSITE?

70. of marketers only make
impactful improvements to
their website once or less
per year.
based on responses from a 2016 HubSpot survey.
Once a quarter
Weekly
Only when we redesign
Once a year
Monthly
WITH TRADITIONAL WEB DESIGN, HOW OFTEN DO YOU
MAKE IMPACTFUL IMPROVEMENTS TO YOUR WEBSITE?
42%

71. Observation Two:
Traditional web design produces poor results.

72. What are we supposed to do?

73. A smarter approach to web design that:
• Reduces frustration and risk.
• Drives optimal results using data.
• Improves the entire company.

74. 2
HOW DOES
GROWTH-DRIVEN
DESIGN WORK?

76. • Business and website goals
• User experience (UX) research
• Jobs to be done
• Fundamental assumptions
• Buyer Personas
• Journey mapping
• Global strategy
• Brainstorm wishlist

77. EXAMPLE: WISHLIST
Impact #
SITE ELEMENTS SECTIONS/PAGES FEATURES OTHER
CRM integration 9
Password Sync 4
Ability for team
to easily edit 8
Mobile click-to-call 3
Quoting Calculator 9
Personalized Home 8
Mobile Text Updates 4
Sales Chat 7
“Follow” other users 2
Re-Order Reminders 8
…
Advocate program area 5
Support forum 8
About us page 4
Careers page 10
Consultation 9
Blog 8
Competitor Comparisons
…
Use prebuilt template 6
Self-Hosted platform 7
Custom Mega Menu 4
I.E. 8 Compatible 3
…

78. • Customizing an acceleration approach
• Running design sprints
• Effective content development
• Investing in internal efficiencies

79. FLICKER USER
Our launch pad website is live.

80. CONTINUOUS IMPROVEMENT
PLAN
ESTABLISH
OPTIMIZE
EXPAND

81. CONTINUOUS IMPROVEMENT
PLAN
ESTABLISH
OPTIMIZE
EXPAND
HARVEST | AUDIENCE |
VALUE

82. CONTINUOUS IMPROVEMENT
PLAN
ESTABLISH
OPTIMIZE
EXPAND
HARVEST | AUDIENCE |
VALUE
USABILITY | CRO |
PERSONALIZE

83. CONTINUOUS IMPROVEMENT
PLAN
ESTABLISH
OPTIMIZE
EXPAND
HARVEST | AUDIENCE |
VALUE
USABILITY | CRO |
PERSONALIZE
PRODUCTS | JOURNEY |
TEAMS

85. Traditional Web DesignImpact
Time
2 Years
3 Month
Redesign
SITE
2 Years
3 Month
Redesign
SITE
SITE

86. Traditional Web Design vs.
2 Years
3 Month
Redesign
SITE
SITE
2 Years
3 Month
Redesign
Impact
Time
SITE

87. M
ARKETING
&
SALES
Traditional Web Design vs.
2 Years
3 Month
Redesign
SITE
SITE
2 Years
3 Month
Redesign
Impact
Time
SITE

88. TRADITIONAL
WEB DESIGN
GROWTH-
DRIVEN DESIGN
Data-Based
Decisions
Continuous
Improvement
Spread
Over Time
Launch Quick
& Improve
(agile, on time & on budget)
Upfront
Costs
Resources
& Time
Based on
Assumptions
(out of scope, over budget, late)
RISKS RESULT
S
Set and
Forget

89. 3WHAT IMPACT DOES
GDD HAVE?

90. SEE A QUICKER TIME TO
VALUE WITH GDD.
GROWTH-DRIVEN DESIGN
ON-TIME, IMPROVE WITH REAL DATA
60DAYS
TRADITIONAL WEB DESIGN
108DAYS
2-WEEKS LATE,
SET AND FORGET
How long does the site take to launch from the initial kickoff meeting?
Based on the “2017 state of GDD” survey responses

91. HAPPIER
PEOPLE
How would you rate your client’s
overall happiness while working on a
new website?
6.3 7.7
GROWTH-DRIVEN DESIGNTRADITIONAL WEB DESIGN
of 10of 10
Based on the “2017 state of GDD” survey responses

92. Growth from Launch - 3 Months
30.2%
30.19%
26.2%
In the survey, agencies that
used Growth-Driven Design
reported seeing 16.9% more
leads after 6-months, and
11.2% more revenue with
clients!
GDD DRIVES MORE
BUSINESS IMPACT
Growth from Launch - 3 Months
34.5%
Growth from Launch - 6
Months
44.47%
27.96%
23.4%
Growth from Launch - 3 Months
23.5%
Growth from Launch - 6
Months
29.23%
17.78%
17.6%
Traditional Web DesignGrowth-Driven Design
LAUNCH 3 MONTHS 6 MONTHS
Based on the “2017 state of GDD” survey responses
Growth from Launch - 6
Months
44.34%

93. THANK YOU.
https://academy.hubspot.com/growth-driven-design-agency-certification

94. www.digital22.com
HUG Q&A

95. Save the date ● Last one of 2017!

96. www.digital22.com
Home time!