This workshop featured Cameron and Mike from SolutionReach, and they discussed the HubSpot COS/CMS website platform, along with some additional HubSpot tips and tricks.

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Good morning

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Agenda
• Welcome
• Introductions & House Keeping w/ Doc
• HubSpot COS Workshop w/ Cameron & Mike
• Q&A & Wrap-up

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Decks Will Be Available
Recap Post Coming

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Cool Stuff
• Welcome to the launch of SLC HUG
• Our goal and charter
• Volunteers encouraged

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DARIN
BERNTSON
@iGoByDoc
Founder
Co-Leader SLCHUG

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BRANDON
CARTER
@bscarter
Marcom Manager
HubSpot Customer
Co-Leader of SLCHUG

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Roll Call
• First Event?
• HubSpot Users?
• HubSpot Partner Agencies?
• Awesome Guests?

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Our Goals For
SLCHUG Workshops
• Education
– HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen HubSpot skills

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Our Goals For SLCHUG
• Frequency
– Minimum 11 times a year
– These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other

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Save The Date
The Next SLCHUG Intensive
Thursday, July 27, 2017
Topic TBD
Location: Access Development
Lunchtime Event
HubSpot Users Only - 8-12 Max

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Save The Date
Our Next Big SLCHUG Event
Thursday, August 24, 2017
Topic / Location TBD
Breakfast time Event
All Event Dates on
SLCHUG Home Page

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Kyle
Jepson
HubSpot Academy
Sales Professor

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September
No SLCHUG Event

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INBOUND
2017
All Access Pass for $1,699 - $1,299 - $699
Use my code SLS-P-8UMNHK

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Save The Date
Our Oct Big SLCHUG Event
Thursday, October 26, 2017
Topic / Location TBD
Breakfast time Event
All Event Dates on
SLCHUG Home Page

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Want to present at an upcoming event?
Form on SLCHUG site

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2017
CONTESTS
No INBOUND Contest This Year =(
But…

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We are a SUPER HUG!
• 180 HUGs worldwide
in 27 Countries
• We were first place in
last year’s contest
• Second in over-all
size to San Diego
• New Rules this year
• Based on attendance
• Let’s keep the
momentum and
growth going at these
events
• SLC wants this prize
this year - Trust me!

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CONNECT

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Can request from our Homepage

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SHARE
#SLCHUG
Twitter - Facebook - Instgram

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Attendance Prizes from
So stick around…

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READY TO
GET STARTED?

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NEXT UP
Cameron & Mike

26. Welcome to

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Cameron Evans
Marketing Operations Manager
@ecuaman801
cevans@solutionreach.com
Mike Woodward
Director, Marketing Operations
@mk_wdwrd
mwoodward@solutionreach.com

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• How to Implement & Use the HubSpot COS
• Bringing Everything (well almost everything) Into One Tool
• Best Practices for Onsite Lead Generation
• Going Beyond the Basics: How to Use Smart Content
Topics for Today

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What is the HubSpot COS?
How to Implement & Use HubSpot’s COS

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What is the HubSpot COS?
• COS = “Content Optimization System”
• HubSpot’s answer to other CMS systems like WordPress, Wix,
Squarespace, Joomla, Droopal, and others.
• Uses a similar interface as landing pages & emails – learning curve
is very simple
• Keeps your marketing data all in one place
• Easy to update and add pages –no need to understand coding or
be technical
• It’s secure, fast, and reliable
What’s this COS thing?

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What is the HubSpot COS?
• Talk to your Account Manager from HubSpot
• Check it out online in the add-ons section
How can I get the COS?

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Template vs. Custom Design
How to Implement & Use HubSpot’s COS

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Template vs Custom Design
• Use a pre-designed template from the HubSpot Marketplace
• Prices can range from $500 - $2,500 for Marketplace templates
• Make sure it’s designed for the COS
• Good templates are simple and easy to customize
• You can customize or agencies can do custom work for you
• WordPress templates and others won’t work in COS – HubSpot has
a special language they use to make them work within the COS
• Time to market is much quicker - within a matter of weeks to around
a month
Lower Budget Websites (Less than $5000)

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Template vs Custom Design
• Hire an agency to get a custom site designed
• Prices can range from a couple thousand to upwards of $20K
• Using a HubSpot partner agency ensures that the site works with
HubSpot
• Websites are usually more elaborate
• Typically you can add more custom functionality
• It will take longer. You will plan more and could go through a
number of iterations – timing may last 2-4 months depending on
complexity
Bigger Budget Websites ($5000+)

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Responsive Site Design
How to Implement & Use HubSpot’s COS

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Responsive Site Design
• Your site will respond and re-shape itself
depending on screen size (i.e. mobile vs.
desktop)
• Verify that your new site or template design is
responsive - check with the template designers
• In April 2015, Google changed their search
algorithm to prioritize sites that are mobile-friendly
and optimized. Older sites that aren’t mobile-
friendly or use responsive design won’t be
prioritized and even penalized
What is responsive design?

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Responsive Site Design
• Design clearly states who you are, with a clear
value proposition
• Simple navigation – access all content within three
clicks or less
• No sidebars
• Use large fonts
• Don’t be afraid of “white space”
• Responsive design
• Don’t be afraid to AB test things
Simple site design
Source: elegantthemes.com
& HubSpot Blog

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Bringing Everything (well almost everything) Into One Tool
Brings it all together
Bringing Everything (well almost everything) Into One Tool

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Brings it all together
Hubspot COS brings all (well almost) your tools into one place
• Blog
• Social Media
• Forms/Lead Flows
• CRO Testing
• Nurturing
• Analytics
• Landing pages
• Email

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Gift Card Offer Pop-under
Leadflows Tools
Brings it all together

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Brings it all together

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Onsite Lead Generation

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Onsite Lead Generation
Leadflows Limitations
• Limited to 4 fields
• One has to be Email
• No drop down fields

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CRO Testing inside of Hubspot COS
Conversion Rate Optimization

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CRO Testing inside of Hubspot COS
CRO Tests
Variation 1Variation 2

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CRO Testing inside of Hubspot COS
CRO Tests

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CRO Testing inside of Hubspot COS
CRO Tests

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CRO Testing inside of Hubspot COS
CRO Tests

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Landing pages and COS
Landing Pages

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Landing pages and COS
A/B Testing Landing Pages

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Landing pages and COS

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Intro to Smart Content
Beyond the Basics: Smart Content

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Beyond the Basics: Smart Content
• Smart content is customized content that HubSpot serves up on website
pages, CTAs & landing pages depending on different variables,
including:
What is Smart Content?
• Country
• Device Type
• Referral Source
• Preferred Language
• Contact/Smart List Membership
• Lifecycle Stage

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Beyond the Basics: Smart Content
• Custom HTML Modules
• Rich Text Modules
• CTAs
• Forms
What can I make smart?

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Why use Smart Content?
Beyond the Basics: Smart Content

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Beyond the Basics: Smart Content
EXAMPLES:
• Customize CTAs so a demo button changes to a phone number or login button
for customers
• Personalize a headline with someone’s name and industry
• Change an offer to prospects by vertical/industry
• Personalize imagery
Why use Smart Content?
Source: HubSpot

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Thank You!

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Q & A

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Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

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Save The Date
The Next SLCHUG Intensive
Thursday, July 27, 2017
Topic TBD
Location is TBD
Lunchtime Event
HubSpot Users Only - 8-12 Max