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INBOUND 2019PRODUCT ANNOUNCEMENTS

& TAKEAWAYS

Agenda

● Keynote Themes

● Product Updates

● Key Takeaways

● Q&A and Discussion

VIDEO

A New Species of Disruptors: Brian Halligan

● Netflix has changed the way we consume media.● Airbnb has changed the way we travel. ● StitchFix has changed the way we shop. ● Canva has changed the way we create. ● Airtable has changed the way we Excel. ● Even Casper has changed the way we buy a mattress.

And the common thread across these disruptors? Today’s leaders and innovators are laser focused on customer experience. Experience Disruptors

INBOUND 2019

VIDEO

Facing Fears: Growing Better by Growing Bolder | Dharmesh Shah

Building a company that lasts isn’t always easy. It’s frustrating, time-consuming, and yes — it’s scary. But magic happens when we face our fears — both personal and professional — and grow through them. In his keynote at #INBOUND19, our co-founder and CTO, Dharmesh Shah, outlines the five fears businesses must conquer on their journeys to greatness and shares lessons he’s learned the hard way in his 13 years at HubSpot.

INBOUND 2019

Flywheel

● Add energy = spinning

● Add more energy = faster spinning

● Add friction = less spinning

Move seamlessly from sales to marketing to service -- and back around again.

Just keep spinning, spinning, spinning ...

Friction Slows You Down

● Unhappy customers

● Poor customer service

● Poor transitions

● No ‘delight’

Reduce the Friction

Frictionless Sales CertificationLearn how to use the frictionless selling framework so that your team can spend more time selling. Also, discover how to align your team with your target buyer and how to transform your team through a culture of learning.

5 Lessons | 2 Hours

Available Now

VIDEO

HubSpot product changes in 2019 are rooted in customer feedback. They make the HubSpot platform easier to use, available to businesses of all sizes, and support even more of the work you do every day.

The feedback we’ve received can be broken down into three central themes:

● I need this to be easier.● I need to grow.● I’m on a tight budget.

The Latest HubSpot Product Updates to Help You Grow Better

HubSpot is Growing Better For You, and With You

With success and sophistication often comes... more and more complication.

More tools to manage. More people to coordinate. Less room for error.

At a certain point, you know you’ll need to find tools that empower your team to

grow everyday, while ensuring they fit the complexity and uniqueness of your

business.

Fewer clicks, faster connections

This year, we’ve focused on improving the entire experience of the HubSpot Growth

Platform. As HubSpot becomes more sophisticated, we’re working to make sure

they’re easy for anyone to use.

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I NEED THIS TO BE EASIER

#1 requested featureContact and company deduplication is now live and available to all Professional and Enterprise HubSpot users.

Contact and Company Deduplication

Contact De-DupeDuplicate data stinks. Finding dupes manually is really hard. So we built a tool that uses AI to find duplicate contacts and companies for you; this tool makes merging them easy too.

Available Now | All Professional & Enterprise Products

Company De-DupeDuplicate data stinks. Finding dupes manually is really hard. So we built a tool that uses AI to find duplicate contacts and companies for you; this tool makes merging them easy too.

Available Now | All Professional & Enterprise Products

Available Now | Pro & Enterprise Products

Available Now | Pro & Enterprise Products

#2 requested featureTo help you stay organized, you can now create folders for your workflows.

Folders in workflows is in beta for all Marketing Hub, Sales Hub, and Service Hub Professional and Enterprise users.

Folders in Workflows

IN BETA | ALL Products

With native Facebook lead ad creation in HubSpot, new advertisers can easily create an ad within the familiar HubSpot interface. Each step in the ad creation process is clearly defined, making it easy to deploy your ads and quickly see a return on your investment.

This update is now live and available to all HubSpot users.

Native Lead Ad Creation

AVAILABLE NOW | ALL Products

To make it easier for any marketer to start exploring ads, we’re adding Facebook social post boosting into the HubSpot social tool. Take a post that is already performing well organically, put some paid ad spending behind it, and see how your reach grows.

Social post boosting is now in beta for Marketing Hub Professional and Enterprise.

https://offers.hubspot.com/inbound19-beta-request

Social Post Boosting

Earlier this year HubSpot launched a brand new design for CRM records. It’s more streamlined, making it easier to access all the context you need to create better customer interactions while maintaining its clarity and cleanliness. Plus, it’s got a ton of new functionalities to boot.

Even better, the new contact record loads significantly faster, so you can get back to building meaningful relationships with your customers.

These updates are now live in all HubSpot portals.

New Contact Record Design and Speed Improvements

AVAILABLE NOW | ALL Products

New Email Editor

Create beautiful emails that align with your brand, and customers can’t help but click in just minutes. Choose from dozens of pre-made templates, or build your own.

& Templates

Available Now | Free CRM & All Marketing Hub Tiers

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I NEED TO GROW

App MarketplaceThe new HubSpot app marketplace makes it easier to find, understand, and install app integrations for your HubSpot account, so you can connect your data and improve your customer experience.

Available Now | All Products

AVAILABLE NOW | ALL Products

AVAILABLE NOW | ALL Products

They always have lead data for attribution but it was only lead data. This is multi-touch attribution reporting. Now you will see First Touch, Lead Create, Deal Create, Close One.

Different models assign credit to the moments that matter so you can analyze impact at any part of the journey.

Attribution will soon be in beta for Marketing Hub Enterprise users.

Attribution Reporting

Your buyer has changed. Gone are the days of extended phone tag, dragged-on email threads, and disconnected back-and-forth with multiple members of your team. Your buyer expects to have fluid conversations with your business through their favorite channels, at their pace and on their terms. Now, with Messenger in conversations, you can meet your buyers where they're at. With Messenger and HubSpot, you'll have more personalized conversations, build stronger relationships, and remove friction from your customer's experience.

Facebook Messenger Integration

FB Messenger with

With Messenger now in Conversations, you can meet your buyers where they are. With Messenger and HubSpot, you'll have more personal conversations, build stronger relationships, and remove friction from your customer's experience.

Chatflows

Beta | Conversations

Support Form in Inbox

Now live in the Conversation inbox, you can add your support form as a channel. This allows you to help customers directly from the inbox where you’re already chatting with customers.

Conversations

Live | Conversations

Chatbot ImprovementsWith custom availability settings for chatbots and advanced targeting for chatbots and live chat, these two new beta features are here to help you grow your conversational strategy and grow better.

Beta | All Products

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I AM ON A TIGHT BUDGET

Free EmailCreate, personalize, and optimize your marketing emails without waiting on designers or IT. You now have the ability to create contact lists and send up to 2,000 emails per month.

Available Now | CRM

Free AdsUse CRM and web analytics data to inform your ad campaigns and see exactly which ads are turning prospects into loyal customers. Expanded ads tool capabilities that let you manage and track up to $1,000 per month of ad spending across Facebook, Google, and LinkedIn ads, plus conversion-level reporting and up to two account connections.

Available Now | All Products

Business Card Scanner

Say hello to HubSpot’s visually refreshed business card scanner for Android and — for the first time ever — a business card scanner for iOS, powered by machine learning. Transforming your cards into digital contacts has never been easier.

Live | All Customers

Mobile

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PRICING & PACKAGING

Sales Hub Professional

We’re bringing all-new features to Sales Hub Professional to help you grow better.

● Sequences Improvements● “Buy Now” Button● eSignature● Calculated Properties

Packaging Updates

Coming Soon | $500/mo with 5 seatsSales Hub Professional

Marketing Hub Starter

We’re bringing all-new features to Marketing Hub Starter to help you grow better.

● Landing Pages● Kickback Emails

Packaging Updates

Coming Soon | $50/mo Marketing Hub Starter

Earning Trust

Telling Your Story

Reducing Friction

How You Sell is Why You Win

Session OverviewInbound 2019

Why is Trust Important?

How do I Build More Trust?

Who’s Being Phony?

Trust Leaps

4 Traits You Need to be Trustworthy

Earning Trust

Rachel BotsmanAuthor and Trusted Expert Oxford University

Why is Trust Important?

Decisions are driven by money…

Your brand should have two forms of currency:

● Transactions (money)

● Interactions (relationships)

True measure of your company’s health and should lead the

way as you make your decisions.

How do I Build More Trust?Trick question… sorry

Not what you should be asking!

● Trust has to be given

● Something you have to continuously earn

Instead ask,

“How do I demonstrate why I am

worthy of trust? ”

Get Out Your Phones!Unlock your screen!

Swap with a neighbor...

60 seconds on the clock.

Go!

What Trust State Were You In?1. Low trust state: refused to play the game

2. Giggling: nervous and uncomfortable

3. High trust state: thoroughly enjoyed it

What did you notice?

We treat people as if they are in the same trust state as ourselves.

You may know the product, but your customers might still be in a low trust state.

Leap of TrustAre we asking too much of our customers?

Are we not providing enough information?

Known State ← ? → Unknown State

The line between is risk.

The amount of risk in a situation determines how much trust is needed.

High risk = a ton of trust.Therefore trust is the bridge between the known and unknown.

Trustworthy Traits

Capability Traits

1. Competence. Do you have the knowledge?2. Reliability. Respect for time. Consistency of behaviors over time.

Character Traits

3. Empathy. Do we take the time to understand other people’s interests and needs as if they were our own?4. Integrity. Do you mean what you say? Do your words align with your actions?

Sometimes, a capability problem is a character problem.

Video: Showing Statistics

Social: Share it!

Conversations: Domino’s Pizza

“‘Facts are called ‘cold’ and ‘hard’ for a reason because they don’t have the ability to warm hearts, which is the key to changing minds.’ - Rob Biesenbach” - Tony Gnau

Telling Your Story

Give a Story to Your Statistics with Video

Great way to show inarguable facts.

● How do you help your customer trust it?

● Don’t just talk about it, show it at the same time!

Maybe statistics aren’t enough? This is where you let your brand differentiation shine.

Seth Godin, a marketing author, blogger, and TED Talk lecturer, says…

“People are moved by stories and logic is a battering ram.”

Share it!Each piece of content should tell a story!

● Use grid layout

○ Valuable content?

○ Sharing stories?

What is the visual story you are trying to tell?

● A picture is worth a thousand words

● Everyone has a story to be shared

ConversationsHumanize your brand

● Jenny has just made your pizza!○ Job titles○ Processes○ Blind spots

It doesn’t matter if you’re selling to B2B or B2C, you’re selling to humans.

Have meaningful conversations ● Each great conversation earns the opportunity to have another one● Say the right thing, in the right place, at the right time

Conversation

Build Processes

Solving, Not Selling

Reducing Friction / How You Sell is Why You Win

Conversational Principles 1. Say Enough

a. Give them something to respond tob. Keep the conversation moving by asking the right questions

2. Say What’s Truea. Earning trust may not be settling deals, but you’re building relationships b. OLD: prospect vs. businessc. NEW: prospect + business vs. problem

3. Say What’s Relevant

a. Get to know your customerb. Context is key

4. Say Only What You Needa. 3:1 — Never say more than 3 things, thoughts, message bubbles, without asking a question backb. Avoid passive tense and adverbs

Build Processes

The less you help people get to where they want to go, the less they will do business with youIf you make it easier to buy, you can sell more than your competitor with the same product

Reduce friction with video - build a process!● If video creation is a hurdle, you won’t do it● Make it simple, repeatable, and measurable - Animoto

Reduce friction by empowering your customers● Invest in a better experience for your customers ● Start with FAQ● Build knowledge base● Build a community (us right now!)

Reduce friction by leveraging technology● For example: Adobe Spark / Canva

Solving, Not Selling

Reduce friction by giving your buyers options

● Instead of 1 CTA in the email, give them 4

● Bot: Do you want to talk about sales, marketing, or services?

● New sales pages: book a meeting, call sales, chat

Focus on solving, not selling.

● Values: impacts, outcomes, capabilities

● Answer questions

● Respond to needs

● Support your prospect’s aspirations / goals

Thank You!

Brands First, Technology SecondLevel the Playing Field Theory to Practice: Implementing the FlywheelVideo Tips That Drive Relationships, Results, & RevenueRachel Botsman SpotlightTalk Like a Human

SessionsInbound 2019

VIDEO

ANNOUNCEMENTS

Upcoming Meetup

December 5, 2019TBA

Resourceshubspot.com/new.