(upbeat music)
- Hi, everyone.
Welcome to HubShots episode 212.
In this episode, we talk about GPT-3,
and no that's not a fast car.
Call web vitals, HubSpot AI,
HubSpot delay until
event workflow actions,
plus drag and drop email gotcha.
You're listening to Asia
Pacific's number one
HubSpot focus podcast,
where we discuss HubSpot
tips, tricks, strategies,
and features for growing
your sales service
and marketing results.
My name is Ian Jakey
from Search & Be Found,
and with me is Craig
Bailey from XEN Systems.
How are you Craig?
- Really good, and like last episode,
we have so much to get
through this episode.
So many cool things.
We're only gonna touch on
them and scratch the surface,
especially when we come
up to our first one.
But first you pulled out a great review
that we got, and I'm sure we
love to see those, don't we?
- That's right.
So thank you to all of our listeners
that take the time to leave us reviews.
And I'm gonna read one out
from a Weather Header here,
and we know who you are
and here it is.
It says bringers of marketing goodness.
I'm a longtime fan of Ian
and Craig's superb podcasts.
Their format and content
keeps me connected
into the evolving space
of digital marketing.
Alongside expert HubSpot insight,
their podcast concisely
discusses, and provokes
how we tackle holistic modern marketing,
not just the digital trends.
Thanks for your many years of contributing
to the NZ marketing community.
And how cool is that?
Thanks, Dan.
- Yeah, thanks so much Dan.
And look, we don't do it often.
We don't do this thing often
where we luxuriate and things like that.
But frankly, it just made
my day when I saw this.
And thank you so much and well,
if you wanna write another
review, we value them greatly.
Thank you so much,
and thank you for recommending
us to other people as well
and sharing about the podcast.
Thank you so much.
- All right, Craig, now GPT-3,
it's not a new car like I
said before, what is this?
- Okay, I'm quickly
gonna touch on the topic
because it's been getting
a lot of excitement
in the last week or two.
We're recording this on the 23rd of July.
So in the last couple of weeks,
it's been getting a lot
of interest on Twitter.
And by the time you
actually hear the show,
it might've died down a bit.
But I think it's worth
just quickly giving an overview of GPT-3.
You're gonna hear a lot of
more of it in the coming year,
and for marketers,
this is just something
for you to be aware of.
You can't actually use it yourself yet,
I mean, unless you're a beta user.
But very quickly what it is,
it's the next iteration
of an artificial intelligence,
I'm gonna say algorithm or a API
developed by OpenAI, which is a company.
There's a few people,
Elon Musk, Sam Altman,
I think Reid Hoffman's in
there, a bunch of others.
Although I don't think
that Elon Musk is still,
he might've resigned...
Anyway, it doesn't matter.
A bunch of really smart
people have formed it
And their whole goal
is to build artificial intelligence tools
with the caveat that they
protect it so it's not abused.
So that's an undergirding
principle behind it.
Anyway, there's been a few iterations,
GPT1, GPT2, GPT-3 has a
massive, massive data set
that it's put together.
And it's really just
about forming connections
between words and concepts.
I'm not an expert in it.
I don't pretend to.
And the part of me explaining it here
is not because I'm an
expert or I've used it,
but just to highlight to marketers,
you need to be following this trend.
And if nothing else
look at some of the show
notes links that we've got
where we point off to a wired article,
some other good examples
where people are using this
to write content.
In fact, one of the
links I'll send you to,
I'm not gonna tell you, 'cause
you have to read it first,
halfway through you go, oh,
actually this was written
by this OpenAI GPT-3.
So they put in a few topics
and then the AI writes this content.
And then this doesn't
just apply to content.
It's about sequences, people
are using it in Excel,
they're using an all kinds of things
to see, what's when you forward a trend?
I've just had a mind blank.
I need the AI to help me (laughs)
- Let me get the AI to help you at Craig.
- Extrapolate, sorry, thank you.
Extrapolate, my goodness.
flex, it's only 7:30 at
night and I still can't...
I've lost my...
- It's your haircut, Craig.
You're losing lots of heat
through the top of your head.
(laughs)
- You know what, I should do
one of those special cognitive tests
that a president of a
certain country did recently.
I wonder if I'd even pass, frankly,
the way I'm going in this segment.
But look, this is exciting stuff.
And really marketers ought to be scared
about this kind of thing,
because it's gonna put a
lot of them out of work,
the way it's gonna write ads,
it's gonna write content,
it's gonna write briefs,
it's gonna look at trends,
it's gonna assimilate
information, pull out insights.
This is incredible.
You've seen some of the demos Ian,
what's been your response?
- I'm pretty amazed.
And I think you're quite
right in saying, Craig,
we should all be concerned as marketers.
And I think we're seeing this already
in certain tools that we use
where this is happening
with recommendations,
with suggestions,
and I'm like, wow.
It's like we're having to do less and less
of the things we used to do.
But I recommend everybody watch that video
that we have put in the show notes.
All right, listeners
onto our HubSpot marketing
feature the week.
And you know how we love
workflows to automate stuff.
And here is two little things
that have been highlighted
and this is the workflow delay action,
and we mentioned this back in 2006,
but now there is a delay
until event happens.
And Craig, what are those
events that we can delay till?
- Yeah, so this is really cool.
This is around having a workflow
pause, perhaps indefinitely
waiting for an event.
And the three events are a page visited,
a form submitted or a
property value changed.
And when you think about
property value changed,
you could basically change a property
based on just about anything
that you can think of.
So as long as you can
catch that and switch it.
So this is gonna be exciting.
I only saw this I think yesterday.
So I haven't actually played around
to build out an example,
just full disclosure.
I don't normally like to
mention stuff in the show
if I haven't actually
built anything with it yet.
But one of the ones I'm looking at
is really around onboarding.
You can imagine onboarding sequences here,
where you build a welcome,
possibly a nurture,
but wait for them to do something.
You could even use this internally staff,
make sure they visit a
page, go and view something,
pick something, property changes.
Okay, next sent email in a
sequence or create a task.
All kinds of things could happen.
So you might even...
The possibilities are endless.
So even just chatting about them,
you think about some of them,
people wanna nurture workflow,
they come back, they wait
until I visit another page
that connects a task
that goes off to sales
and then something else triggers.
So lots of opportunity here.
And as we build these out,
I almost wanna make a shot each show,
which will be this episode's
delay until the event scenario shot.
I just reckon there's gonna
be so many useful ways
to use this new workflow action.
- Now, Craig, you hired
a really interesting one
was onboarding
and checking to see if people had visited
particular pages on your site.
And I think that's a really good example
because I know for a fact,
we always think about people
externally to our businesses
utilizing our site,
but what about people
internally to our businesses
that actually know what's going on
when website updates are happening
or pricing changes take place.
Are they actually onboard
or they're looking at stuff?
So this is actually a really good way
to maybe trigger something
off when that takes place.
Now Craig, the HubSpot
sales feature of the week.
And we've discussed this
in the last two episodes
of the last episode.
- Yeah, they're speaking of AI from GPT-3
in the opening instance.
I wonder if HubSpot's gonna embrace that
as part of what you're
about to discuss further.
- That's right.
So listen, as we spoke about HubSpot AI
being enabled on your inbox.
Now the previous episode we turned it on,
we had a little bit of a gotcha,
especially if your account
was already preexisting.
Now on new accounts, I
think when you connect it,
it might automatically happen.
But we've had it running
and it got me excited
because it's saved inputting data
like job title, addresses,
telephone numbers, et cetera,
into the contact record.
And I've actually got a screenshot
of where the HubSpot AI has intervened
and filled out all of those details.
And I tell you what
I've been talking to all of
our customers and clients
and showing this to them,
especially all the sales
guys, and they're cheering.
They're so excited.
So I know it's working and listeners,
if you haven't turned
this on in your portal,
just go and do it.
It takes a whole of two
minutes and get it started
because I think you'll find
some benefits from there.
- The thing I really like about this,
and you've got this in
screenshot in the show notes,
is the source.
So you can tell which properties
have actually been changed by HubSpot AI.
'Cause that was my question.
I was wondering, okay, great,
it's doing this stuff behind the scenes.
How do you actually know what it's done?
And of course I shouldn't
have been concerned.
It's right there.
It's marked in the source and
next to each property change.
- All right, Craig, onto the
HubSpot stumper of the week.
- All right.
This was originally gonna be in my gotcha,
but I put it in the stumper
because I've got another thing
that's in the gotcha. (chuckles)
But I just wanted to
remind or alert people
to the HubSpot drag and drop email layouts
versus modules confusion that
sometimes you might run into.
So this will make more sense
when you're seeing the screenshot.
But if you're in a drag and drop email,
which by the way, you should
be using drag and drop email.
Can you even bear to use
the previous emails, Ian?
No.
Drag and drop.
Like everything is drag and drop.
Even when we go back, you think, oh,
I'll just clone a previous
newsletter from six months ago,
'cause the template was great.
And like now I'm just building
it again from scratch.
Drag and drop it's so much better.
However, one of the gotchas
or things that confused me,
I have to say,
and it's embarrassing
now that I look at it,
but because I fell for it,
perhaps someone else will as well
is I was dragging on content modules
onto a, it's just a
simple newsletter layout.
And I dragged one module
from a section below
into a section above.
Now what I hadn't realized was,
and here's why you fall into it
because you have single column layouts.
I don't know.
Do you ever do any more
than single column?
Do you ever do two columns?
No?
Best practice is single
column emails these days
predominantly because
a lot of mobile users
and single column is the best way.
I do see still people
building double two column
or even worse emails
and look, just stop it.
I think it's a bad idea.
But single column, you think,
oh, I've got one layout.
This is the trap you fall into.
I've got one layout that I can use.
No, you can drag many single
layout items onto your email
and the problem I fell into
is I was dragging content items in,
but I was dragging between layouts
and they were changing formatting.
And I didn't realize.
Here's the thing, styling
is set at the layout level,
not the module level.
So when you've got
single column you think,
oh, they're all just single modules.
Where's the styling?
Well, it's done on the layout
and you can just drag multiple layouts in.
It's really easy and obvious when you know
and if you're familiar
with it, you be going,
Craig, what is your problem?
How did, how did you fall for this?
If you're not that familiar,
then maybe that's a helper to you.
And thanks to Roslyn, you know what?
When we were having our daily
catch up today with the team,
and I said, I've got this problem
with drag and drop email layouts.
What am I doing wrong?
Roslyn, can you just at the end,
can you just show me within 30 seconds?
She just goes, "No, no, you
just drag that layout on."
And I was like, oh, I knew it was simple.
I'd been stuffing around for 15 minutes
trying to sort it out.
So there you go.
- All right, listeners now,
here's the HubSpot gotcha of the week.
And this is HubSpot life cycle
changes using a workflow.
And just a reminder that if
you move a lifecycle backwards
from a sales qualified lead
to a marketing qualified
lead in the workflow,
you must clear the
lifecycle property first.
And we've put an example
of how to do that,
but you can't just set that property.
So you've got to clear it and
then update it in an action.
- So this has a bit of a gotcha
that was on a client site.
We found this, they had
somehow accidentally
sent a whole bunch of contacts
to be evangelist lifecycle.
And so then they went, oh yeah,
we'll just put them in a workflow
and set them all back to
marketing qualified lead.
And of course it had failed.
And that's why it was, yep.
You've got to clear it first
if you're gonna set it back.
Can set it forwards easily,
but you can't set it back
without clearing first.
- Is that the only one Craig
or is there other ones that
you've got to do the same?
- I think that might be the only one.
- Do you mean other fields?
- Yeah.
- Yeah.
I think life cycles fields'
the only one I'm aware of
that you have to clear
before sending it back.
- Yeah, I think you're right.
- I could be wrong and
something might change.
- Listeners, let us know.
- All right, our marketing
tip of the week, Craig.
Now this is really interesting
and we talked about
understanding Core Web Vitals.
And in essence,
it's really about understanding
real world user experiences,
experience metrics, essentially
when viewing a website.
And so now we're gonna talk
through the three key metrics
that this encompasses and
why this is important, right?
So Craig, do you wanna
explain what the three are
and then we'll talk a bit more
about why it's important
for us to understand this going forward.
- Yeah, so this is right.
So Core Web Vitals.
You're probably seeing
it referred to a lot,
but you haven't actually taken the time
to read about what it is.
It's actually really simple,
but unfortunately they
use a bunch of terms
that make it sound complex and techie
and oh, a bit of leave
that to the tech team.
It's really simple and here is
all you need to think of it.
You need to think it's how quickly
can I interact with a web page?
And that's what these metrics are about,
which we will go through in a second.
But the reason it came up
is 'cause a client of ours,
obviously they'd been getting some advice,
someone talking in their ear saying,
oh, Google is gonna make user experience
part of the ranking algorithm next year.
And I'm like, yeah.
Okay, so what are you
specifically talking about?
Because we do know part of
that is already in such...
And then, oh, are you talking
about Core Web Vitals?
I don't know, there was lots
of weird technical terms.
It turns out it was Core Web Vitals.
So if you've heard this
term, it's really simple
and there's three metrics
and you can get at these
in Google search console.
And you should have a good
Google search console.
Do you wanna mention what they are
and I can give a bit of context
to each as we go through?
- Sure, the first one is called
Largest Content for Paint
or known as LCP.
The second one is Cumulative Layout Shift,
also known as CLS.
And third is First Input
Delay, which is the FID.
- Well look, if someone's
telling you about these,
no wonder you're thinking,
oh, this is a techie thing.
I've got no idea what
this is talking about.
So let me translate that from
geek-speak to simple terms.
Largest Content for Paint.
Just think of that is
how long does it take
for the page to render.
The second one Cumulative Layout Shift.
It's like, how long does it take
for the page to size itself.
So a simple example,
you know how they have
an image placeholder.
Sometimes you'll see the page loading
and then suddenly a jumps
when the image displays?
That's what they call it a layout shift.
So that second one is just
how long it sort of displays
in the format it's
gonna stay displayed in.
And First Input Delay,
that's really just how long
before I can interact with the page.
It's loading.
You've ever had that when
you're loading a page
and you can't scroll 'cause
it's still stuck there?
- Yes.
- That's all it is.
And the point of this is
you can get measurements of
these in Google search console
for your site.
Google themselves, and we've
got a link to their blog
has said, look, they've got benchmarks
for each of these metrics.
And if you keep your
pages under these metrics,
you're less likely to have people leave.
So for example, that first one,
Largest Content for Paint, LCP,
which is basically how
long to show the page,
they're saying, if it's under 2.5 seconds,
then most people will
stick around for that.
Longer than that and they start leaving.
So it's just around how
fast your site is really
to work with.
- Which is what we've been
talking about for a long time.
Haven't we Craig?
- There's no great insight
here that something's changed.
It's really just about putting metrics
to what we know is our
general user experience
of using websites.
- Correct.
And I think it's great
that they have these thresholds, I guess,
so people know where they stand.
And so users, I would
recommend you don't be afraid.
Actually start looking at these
and see how you can
improve them on your site
and be aware that they are
in search console already.
- And you know what Ian,
what do we always say about hosting?
That's right.
- It's sometimes good
to get decent hosting.
It improves all of these metrics.
- And as we said before,
the number of clients
where we come on there
they're scrimping to save.
So they only spend nine
bucks a month on hosting
and then they send thousands of dollars
worth of paid traffic to it
and wonder why people are leaving?
- Doesn't work.
- Yeah.
- Actually there's an interesting stat
I saw with one of my clients today.
Had quite a high bounce rate.
We switched their host
and did some optimization.
Their bounce rate has,
the graph just looks
like that significant.
And I was like,
oh, look at that massive
reduction in bounce rate.
Oh, because the page is
actually loading quick
and people are actually
getting to what they want.
So they're less likely to leave.
And I think it's just a
really clear demonstration
of the simple things you can do
to make a big difference to your site.
- Spot on.
- All right.
Insight of the week, Craig.
ACS studies are just guesses.
- I'll summarize this in two sentences.
It's an article on Search Engine Journal
where he breaks down all these SEOs
So you know where people say,
oh, we've analyzed billions of records
and here's what helps Google rankings.
This article just says,
it just highlights how
bogus some of them are.
And there's good quiet.
It's like great for sales pitches,
not great for statistical reality.
So SEO studies are guesses.
Sometimes the guesses
can be useful though.
So not disregarding them altogether,
but check out the article
for further details,
if that's of interest.
- All right, on to our HubSpot
report or the week, Craig.
And this is the Email Health
Report, which is in beta.
So users, if you have
not sent enough emails,
there'll be nothing there.
Or you've maybe like Craig,
you send way too many emails,
you might not see anything
because it is in beta.
But I was looking at this
innovative screenshot
in the show notes from a customer account
and it was really nicely laid out.
Really gives you an understanding
of your overall health.
And so it takes into some
key health metric breakdowns.
And what they're looking at is open rate,
click through rate, hard bounce
rate, and unsubscribe rate.
And it really nicely has like,
it's like a red, orange, green,
and a little bar graph
about where you are.
So understanding at the red end
it's action needs to be taken
in the middle it's
orange, work to be done,
and at the end, it's on track.
So that's the overall.
And then below that it
gives you the breakdowns
and it tells you what you need to work on.
So in the screenshot, I can see open rate,
I've got a little bit of work to be done.
It was at 22%, but it still
says I need some work there.
And you can see some details.
Click through rate's not bad.
Hard bounce rate it says it's on track,
but my unsubscribe rate needs action.
So really clearly understands
what you need to work on.
It's really simple things for example.
When you send an email and emails bounce,
create simple lists, contact
views for your sales team
to follow up their
contacts, to understand,
hey, have they departed the company?
Have they misspelled their email?
Hopefully less of that
happens with HubSpot AI,
and maybe they moved on, so
they don't wanna hear from them,
or maybe they have a new contact.
So it's a really good way
to keep the engagement
with sales and the customer
happening longterm.
And just looking at this all the time
and making people understand
that this is a regular process
of keeping your house tidy,
you should look at this after
every time you send an email.
Look at the metrics, do the
followup, do the cleanup
and keep it good
because it will pay massive
dividends in the end.
- Yeah, valuable reminder, Ian.
- All right, Craig, we've
got our resource of the week.
- Just quickly in passing
Bing webmaster tools
have released a WordPress plugin.
So you just put that on your site
and that allows you to easily
submit site URLs to Bing.
And yes folks,
you should be including
Bing in your activities,
especially in some industries
and especially in some demographics.
All the demographics,
seniors tend to have the
standard out of the box laptop
but as Bing as the default search engine
and also a lot of tech people
I know actually as Bing.
Not to be dismissed.
- Now, let's head on to
our quote of the week,
and this is by Marcus Aurelius,
and it says,
"Waste no more time arguing
what a good man should be,
"be one."
Or a good woman, I say.
All right, listeners, there
are lots of good resources
and Burness links in the show notes.
So we encourage you to look at that.
Please connect with us on LinkedIn
and thank you to those who have
connected with us LinkedIn.
And even after they've connected,
sent me a message saying,
I meant to say that I
listened to the podcast.
- Oh, can I just say,
'cause I actually went
through LinkedIn today.
It's been probably a week or
so since and I'm way behind.
So I'm so sorry folks,
but yes, a whole bunch of
people are very friendly
and very kind and then...
And by the way, I'm not
trying to sell you something.
I really appreciate it and
I will be responding to you.
Thank you for that.
- So we do appreciate it.
Please continue to connect with us.
Tell us your stories.
We love to hear from you guys.
And if you need help, again,
please, don't be afraid
to ask Craig or myself.
We will be glad to help you
or point you in the right direction.
Well Craig, until next week--
- Catch you later, Ian.
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- Hey there, thanks for listening
to this episode of HotShots.
To get the latest show notes, HubSpot tips
and marketing resources,
sign up at hubshots.com.
You can also book time with us
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