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HubSpot Apps Over Apps App Marketplace Review & Feedback Cleveland HUG — May 21, 2012 Twitter: #CleHUG

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Presentation from May 21, 2012 Cleveland HubSpot User Group meeting — Apps Over Apps. Slides include overview of HubSpot App Marketplace, analysis of four apps currently available and a Q&A with Steve Lazuka, the developer of Zerys Content Marketplace, HubSpot's App of the Year.

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Page 1: Cleveland HUG - Apps Over Apps

HubSpot Apps Over Apps

App Marketplace Review & Feedback Cleveland HUG — May 21, 2012

Twitter: #CleHUG

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Cleveland HUG Updates

•  May 15, 2012: Launch of new Email System and Leads Database

•  HubSpot Launches Brand New Email Software and Marketing Database

•  PR 20/20 Blog Post: http://www.pr2020.com/blog/hubspot-updates-new-email-tool-and-contact-records

•  HubSpot Pages Update

•  Pages: New HubSpot Analytics

•  Inbound 2012

•  August 27-30, 2012

•  Early-bird special — 10% off until June 1

•  http://www.inboundconference.com/inbound-2012

Twitter: #CleHUG

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App Marketplace

Twitter: #CleHUG

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App Marketplace

•  The HubSpot App Marketplace features nearly 50 third-party applications that integrate external marketing tools with HubSpot’s marketing suite.

•  Apps are classified under categories including:

•  Content

•  Analytics

•  CRM

•  Social Media

•  SEO

•  External Website

•  Online Advertising

•  Collaboration

•  Ecommerce

•  Email

•  Mobile

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App Marketplace

•  Today’s event will cover the following apps:

•  Zerys Content Marketplace

•  Eventbrite Integration

•  Highrise CRM Integration

•  Like to Download

•  Each app will be reviewed by:

•  Marketplace description

•  How it works

•  What’s noteworthy about the app’s functionality

•  Suggestions for improvements

Twitter: #CleHUG

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Zerys Content Marketplace

•  Awarded “App of the Year” by HubSpot.

•  Connects businesses with quality, custom content, written by experienced writers with expert knowledge in your industry.

•  How it works: http://www.zerys.com/how-it-works/

•  Identify the content type you’re looking for. Zerys helps you identify and select the best topics/titles to write about.

•  Post your opportunity to the writer job board using SmartPost. SmartPost is a reverse bid technology that guarantees you get the highest-rated writer, at the lowest possible price. If you’ve used the service before, you can share the opportunity with a writer on your Favorites List.

•  Writers submit content for your review, which you can then approve, request revisions or reject.

•  Export or auto-publish your content.

Twitter: #CleHUG

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Zerys Content Marketplace

•  Select the content you’re looking for.

•  Post it to the job board.

•  Review submitted content.

•  Approve, request edits or reject.

Twitter: #CleHUG

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Zerys Content Marketplace

•  Select content you’d like to purchase.

•  Export content or publish directly to your blog through HubSpot integration.

Twitter: #CleHUG

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Zerys Content Marketplace

•  What’s noteworthy:

•  You only pay if you’re 100% satisfied.

•  After you’ve used the marketplace, you can select favorite writers to use in the future.

•  Suggested improvements:

•  The most frequent feedback received from the marketplace is the initial difficulty in finding a high-quality writer during first use.

•  With more than 20,000 writers available, it’s recommended that users start with 10-20 writers initially, and take time to build relationships to determine the best fit for your company, or your “go-to” writer.

Twitter: #CleHUG

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Zerys Content Marketplace

•  Q&A with Steve Lazuka

•  What drove you to participate in the App Marketplace?

•  What was your experience integrating Zerys with HubSpot’s software?

•  Where there any major challenges with coding, integration of portal or pricing?

•  What has feedback been like from customers?

•  Are there any challenges you’ve seen, or foreseen changes to the content marketplace that will improve user experience?

Twitter: #CleHUG

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Eventbrite Integration

•  App allows you to connect your Eventbrite Account with your HubSpot Account.

•  You'll be able bring your event attendees into HubSpot and then use HubSpot's CRM tools in order to nurture them.

•  How it works:

•  Connect your Eventbrite account to connect event attendee information with contacts in HubSpot marketing database.

•  Analyze event success by attendees and revenue.

•  Nurture contacts for future events.

Twitter: #CleHUG

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Eventbrite Integration

•  Connect with Eventbrite account to see all events.

•  Select event to add attendees to HubSpot database.

Twitter: #CleHUG

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Eventbrite Integration

Twitter: #CleHUG

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Eventbrite Integration

•  What’s noteworthy:

•  Ability to analyze events and load contacts into HubSpot portal.

•  Nurture leads loaded from Eventbrite to improve the success of future events.

•  Suggested improvements:

•  Integration doesn’t enable you to track attendees that purchase multiple tickets if they are free. You can see the revenue associated with tickets that include a price value.

Twitter: #CleHUG

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Highrise CRM

•  Automatically copies leads, lead intelligence, reconversion events and website visits to Highrise for use by sales team.

•  Also copies won deals from Highrise into HubSpot, enabling closed-looped analysis in sources.

•  How it works:

•  Connect HubSpot portal with Highrise account.

•  Select settings for “Post to Highrise when leads reconvert via the website,” and “Post to Highrise when leads visit the website.”

Twitter: #CleHUG

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Highrise CRM

Twitter: #CleHUG

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Highrise CRM

•  What’s noteworthy:

•  Enables closed-loop marketing analytics, and is a great solution for small businesses that do not use Salesforce.

•  Suggested improvements:

•  Reviews of the app suggest adding automatic tagging and lead nurturing/email integration. The ability to nurture leads through HubSpot’s email tool and copy that information into Highrise would be a great advantage.

Twitter: #CleHUG

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Like to Download

•  App enables marketers to gate content behind “Likes” on your site or Facebook Fan Page.

•  How it works:

•  Create content available for download — i.e. ebook or white paper.

•  Select the page URL or Facebook Fan Page you’d like to gate behind a “Like” button.

•  Select the “Thank you” page URL.

•  Input the width of the button you’d like, as well as the color scheme.

Twitter: #CleHUG

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Like to Download

•  Create and select content to gate behind button.

•  Create “Like” button with page URL.

•  Copy and paste embed code on site.

Twitter: #CleHUG

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Like to Download

•  What’s noteworthy:

•  Placing content behind a like button helps boost the number of people who like your website of Facebook Page. People may be more likely to “Like” a page than they would be to offer personal information.

•  Helps drive social media traffic.

•  Suggested improvements:

•  Inflated social media likes from gated content might not be an accurate reflection of brand or fan loyalty.

•  From a marketing to sales perspective, gating content behind a “Like” button does not provide you with lead information needed for nurturing that individual through the sales process the way completing a form would.

Twitter: #CleHUG

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Thank You!

Dia Dalsky (216) 812-3955

[email protected] @DiaDalsky

www.PR2020.com

Steve Lazuka (440) 345-6705

[email protected] @SteveLazuka www.zerys.com