Welcome to the inaugural episode of The HubHeroes Podcast! Our mission is a bold one – to empower all of you (marketing, sales, and business leaders) to explore the expansive universe of inbound and HubSpot in a way that's never been done before, so you can become a HubHero in your own right. So you can don your own majestic cape as a HubHero of traffic growth, leads, and sales.

But before we talk about WHAT you need to do to make your growth goals a reality, and HOW you get there, we have to answer one other question first – WHY? Actually, we need to answer more than one WHY question first, not just one.

For example:

• Why are we obsessed with transforming you into inbound masters and HubHeroes?
• To understand WHAT your first steps are with HubSpot, we first need to answer WHY you turned to HubSpot in the first place?
• And the same holds true if you're first dipping your toe into the world of inbound – WHY are you getting into the idea of inbound?

Those last two questions are absolutely essential, and make up the core of our conversation in this episode. What makes inbound so powerful is its limitless potential. What makes HubSpot a powerful platform for growth is that it's a blank canvas upon which you can paint awe-inspiring marketing, sales, and service masterpiece. 

However, you can only realize the limitless potential of inbound and paint your own HubSpot masterpiece is challenging yourself to ask that simple question: Why? Are there specific gaps in your sales, marketing, and service processes? Did you realize that something big needed to change?

So, in this episode, we begin our epic adventure into all things inbound and HubSpot with a conversation that will empower you to answer WHY for yourself, your teams, and your organization overall. 

WE ALSO TALK ABOUT ... 

• Change management strategies, because one of the biggest friction points in adoption of HubSpot and inbound is an unwillingness to change within your teams.
• How HubSpot Academy is so powerful, you should consider it a mandatory part of your adoption strategy – because education is key to your success.
• The core of success with HubSpot and inbound is understanding everything you do (creating content, publishing on social media, creating valuable sales sequences) should be geared around the primary objective of building trust.
• George, Max, and Devyn share their HubSpot origin stories, and how HubSpot at its core is about humans. Serving humans, understanding humans, empowering humans.
• George also adds fuel to the fire by igniting controversy over his love of pickle and peanut butter sandwiches. 

And that's just the tip of the iceberg, folks! So, strap in and get ready to push play on the first-ever episode of HubHeroes. It's going to be a wild ride, but take the leap – we know you're ready.

RESOURCES FOR THIS EPISODE

Some of these we talked about, others we're adding because they're only going to make the episode that much sweeter for you ... 

• HubSpot Academy (bookmark it, live it, love it)
• What is the HubSpot Flywheel? 
• Get to know the George B. Thomas origin story
• Heroic habits in your life
• An enormous leap: Changes to my inbound, agency, and HubSpot journey
• Start with Why (a TED Talk by Simon Sinek) 
• Wait, what the heck is The HubHeroes Podcast?!

We’re back with another exciting conversation about #INBOUND24, because HubSpot has dropped their first round of featured speakers!

Ryan Reynolds 

Join the Hollywood star as he gives the audience an in-depth look into his ventures outside of acting. He’ll touch on his production company Maximum Effort, his advertising platform MNTN, as well as his many other ventures including his recent reinvention as the co-owner of Wrexham Football Club. Join this special closing session to gain a better insight into how Ryan decides where to invest his time and energy and how he brings a growth mindset to everything he does.

Serena Williams

Serena has spoken about the early mornings and late nights that come with her latest chapter as founder of Serena Ventures, the venture capital fund backed and founded by her in 2017, crediting this latest challenge as part of her love of “reinventing herself in different and authentic ways.” Serena will provide her insights and learnings on this new entrepreneurial phase of her life in a special conversation with celebrated media voice Kara Swisher.

Kara Swisher
Recognized as Silicon Valley's most feared but revered journalist, Kara Swisher's unparalleled access to industry leaders has positioned her as the oracle of the tech world since the mid-90s. Whether it’s a tech trend, a new innovative company that is making waves, or a groundbreaking interview, Swisher is always at the forefront. Join the award-winning journalist, podcast host, and founder of Recode as she shares her insights about where the technology industry has been and where it’s going over the next few years.

💥 Related HubSpot Resources:

• #INBOUND24: It's Time for Our First Preview Episode + Preparation Tips
• The Most Unhinged, Hilarious, Powerful #INBOUND23 Recap Ever

But wait ... there're more!

Josh D’Maro (Disney)
From Mickey Mouse to Marvel…princesses to Pixar…and galaxies near and far, far away...storytelling is the foundation of every Disney experience. So, what makes a great story? Hear from Disney Experiences Chairman, Josh D’Amaro, as he shares the fundamentals of Disney storytelling and how his teams use innovative technology to bring iconic characters to life.

Yamini Rangan
HubSpot leaders Yamini Rangan, CEO, Dharmesh Shah, co-founder and CTO, and Andy Pitre, EVP, product, will take the Main Stage on Wednesday, September 18 to open INBOUND; unpack the latest trends in AI, marketing, sales, and service; and announce innovations from across the HubSpot platform.

Dane Vahey (OpenAI Head of Strategic Marketing)
Join this presentation to learn the advantages of an AI-first marketing and sales strategy using a multi-modal approach. We'll look at how to embed AI through your GTM process to transform customer and business outcomes, covering real examples from customer service to marketing analytics. We’ll share ideas for integrating text, image, voice, and video into content creation and customer engagement.

Kat Cole (Athletic Greens)
Kat Cole has a track record of elevating beloved brands to the next level and leading through periods of radical transition. As President and COO at AG1 (formerly Athletic Greens), Kat is responsible for leading the business, scaling the company’s fully-remote team, accelerating growth, and driving innovation in a crowded category. Join Kat and Women’s Health Editor-in-Chief, Liz Plosser, as they discuss what it takes to overcome obstacles, how to take calculated risks to differentiate your brand, and why quality, simplicity, and consistency matter when inspiring health habits.

Matt Wolfe (Host of the Next Wave Podcast)
Explore how artificial intelligence is reshaping the landscape for content creators, empowering them to reach and engage audiences with unprecedented precision. From AI-driven content recommendations to predictive analytics for audience insights, discover how these cutting-edge technologies can elevate your content strategy, expand your reach, and drive sustainable growth. Whether you're a seasoned content creator or an aspiring influencer, this session promises practical tips and actionable strategies to revolutionize your approach.

Michelle Peluso (EVP + Chief Customer and Experience Officer, CVS Health)
Today’s consumer craves simplicity, personalization and affordability. Consumer expectations are constantly evolving and organizations should evolve alongside of them. CVS Health's consumer-centric strategy has converted 45% of detractors into promoters. In this fireside chat discover how embracing a data-centered approach to feedback collection, closing the loop with all consumers, solving pervasive issues and cultivating a consumer-centric culture among colleagues drives loyalty and satisfaction among consumers — turning critics into advocates.

Today, we’re not only going to unpack our thoughts about these sessions, we’re also going to have an honest conversation about something I’m particularly passionate about, and I know George is, too – the importance of these high-level inspirational sessions to everyone attending INBOUND. 

💥 Go Deeper: How Have Inbound + HubSpot Changed?

Let’s be honest, making the “business case” for why going to INBOUND is important and worth the investment is one of the most common questions we get each year about HubSpot’s main event. And while these main stage speakers often draw excitement and attention, we can’t ignore the murmurs from certain pockets within the peanut gallery that these main stage speakers don’t add real value for attendees. 

In This Episode

This episode covers a diverse range of topics, including the #INBOUND24 main stage speaker lineup, the value of inspirational talks, and the diversity of stories being told. George, Devyn, and Liz and guest discuss the significance of the main stage speakers and the impact of celebrity emphasis on the event. Their conversation also emphasizes the importance of personal and professional growth, the power of inspiration, and the need for open-mindedness. The conversation delves into the themes of learning, expanding perspectives, and the transformative nature of Inbound.

Keywords

#INBOUND24, main stage speakers, diversity, celebrity emphasis, inspirational talks, value, storytelling, customer experience, growth mindset, marketing, business, conference, Inbound, main stage, personal growth, professional growth, diverse perspectives, inspiration, open-mindedness, learning, expanding perspectives, transformative.

Key Takeaways

• The value of inspirational talks and the diversity of stories being told at Inbound 25.
• The impact of celebrity emphasis on the event and the significance of the main stage speakers.
• The range of topics covered, including growth mindset, storytelling, and customer experience.
• The importance of calibrating main stage speakers to focus on solving problems rather than building topics around celebrities.
• The jaded cynicism and eye rolls surrounding the per...

Earlier this week, George rolled out probably one of the most epic Why Go HubSpot guides for growing businesses I’ve ever seen. In it, he not only make the business case for HubSpot by discussing the platform’s potential overall, you also provide a thorough overview of the promise and features of each hub — as well as your thoughts on why each Hub is such a powerful driver for sustainable growth for a business. 

💥 Related HubSpot Resources:

• Why Go HubSpot? Ultimate Business Growth Guide
• Why Go HubSpot Operations Hub?

Here’s where it gets interesting, though. It’s been a good long while since we discussed HubSpot Operations Hub. But this guide brought the topic back up in our conversations this week.

Specifically the fact that, while this Hub has been around since 2021, we still see confusion all across the Big Orange Sprocketverse about what the HubSpot Operations Hub is, what we mean when we say “operations,” and who is actually responsible for operations. 

In This Episode

This week, George, Liz, and Max discuss the HubSpot Operations Hub and the importance of operations in business. They highlight the confusion around the definition of operations and the misconceptions associated with it. They emphasize that the Operations Hub is a set of tools that improve data hygiene, automate processes, and streamline operations across multiple hubs. 

💥 Go Deeper: How Have Inbound + HubSpot Changed?

They talked about the significance of data quality and proper formatting in operations. The conversation explores the role of operations in supporting growth and the need for businesses to master operational processes. They also discussed the confusion around HubSpot Operations Hub and the importance of having a clear definition of business operations. This highlighted the need for someone to be responsible for operations and the role of Operations Hub in streamlining processes and automating operational needs. 

Keywords

HubSpot Operations Hub, operations, data hygiene, automation, data quality, formatting, growth, operational processes, HubSpot Operations Hub, business operations, confusion, responsibility, data hygiene, custom coded workflows.

Key Takeaways

• The HubSpot Operations Hub is a set of tools that improve data hygiene, automate processes, and streamline operations across multiple hubs.
• Data quality and proper formatting are crucial in operations to ensure accurate and effective use of data.
• Operations play a significant role in supporting growth and improving business processes.
• Businesses need to master operational processes to achieve efficiency and effectiveness in marketing, sales, and service.
• The definition of operations can vary, leading to confusion and misconceptions about its role in business. There is confusion around HubSpot Operations Hub and the need for a clear definition of business operations.
• Someone needs to be responsible for operations and Operations Hub can streamline processes and automate operational needs.
• Operations Hub is suitable for those who require data hygiene, custom coded workflows, and extended functionality for their teams.
• Data hygiene and clean data should be a priority for businesses.
• Custom coded workflows can provide powerful automation and extend the functionality of HubSpot.

And so much more ... 

Additional Resources

• Why Go HubSpot? Your Free Ultimate Business Growth Guide
• Why Go HubSpot Service Hub?
• What Is Customer Delight + Who Is Responsible?
• How Have Inbound + HubSpot Changed?

We’ve spent weeks deep-diving into the waters of HubSpot Content Hub from every conceivable angle, so that you understand how you can best harness its multimedia content, AI, brand voice, and CMS superpowers to attract and engage with the humans out there who desperately need your help. 

But if you remember, dear HubSpotters, attracting and engaging are only two thirds of the HubSpot Flywheel that make growth magic for everyone possible. The other critical component is DELIGHT, particularly with your current customers. That's why I want you to take off your inbound hat for a moment and remember that, when we’re off the clock, we’re all consumers ourselves.

💥 Related HubSpot Resources:

• Why Go HubSpot? Your Free Ultimate Business Growth Guide
• Why Go HubSpot Service Hub?
• What Is Customer Delight + Who Is Responsible?

And you know what I freakin’ hate? That moment when I can feel myself leaving the sales team, and all the people who were bending over backward to earn my trust and my money … and being handed off to service delivery, where I now feel like nothing more than a number. Because a brand only cared about me until they got me to agree to become a customer. Big ick. 

That’s why today’s conversation matters right?

We don’t want the humans we serve feeling that way. And since we first had conversations on this podcast about customer delight – what it is and who’s responsible for it (ep. 9) – and the HubSpot Service Hub (ep. 10), a lot has changed in terms of the tactics and tools we use to make DELIGHTION MAGIC.

Key Takeaways
Why is delight is so essential to the HubSpot Flywheel and the journey we take our customers on as they work with us?

• What do most inbound organizations (even the most well-meaning ones!) get wrong about what customer delight is and how to do it well?
• Spoiler alert! A lot of organizations think customer delight is keeping the customer from being angry. It goes beyond that. To quote one of my favorite movies, “The only difference between ordinary and extraordinary, is just that little bit extra.”
• What are the mindsets folks need to embrace and possess with HubSpot Service Hub?
• What are the new HubSpot Service Hub updates we're the most excited about?
• What are the HubSpot Service Hub BETAs we encourage others to check out?
• What are the best ways to stay on top of HubSpot Service Hub updates – or, quite frankly, any of the hubs? There are so many updates happening due to the expansive nature of HubSpot, that sometimes staying in the loop can feel impossible!

And so much more ... 

Additional Resources

• Why Go HubSpot? Your Free Ultimate Business Growth Guide
• Why Go HubSpot Service Hub?
• What Is Customer Delight + Who Is Responsible?
• How Have Inbound + HubSpot Changed?

Personalization in inbound marketing (email, smart content, and more) can be a powerful thing – in fact recent data shows that 80% of buyers prefer brands that use personalization. And 90% of marketers say that personalization significantly contributes to achieving sales and other business objectives.

🔎 Related: HubSpot email marketing strategy best practices we love (HubHeroes Podcast)

But the line between successful personalization that fosters meaningful connections and buyer engagement, and personalization that is off-putting and downright creepy is a very, very thin one. Of course, HubSpot itself provides a ton of personalization features and capabilities – some are obvious, like the naming tokens you can use in emails and smart content. Some are not so obvious and, quite frankly, criminally overlooked.

So, this week, the whole gang is here and we’re throwing ourselves down the personalization rabbit hole. We talk about what folks are getting right with personalization, what so many of us are getting wrong, what most inbounders are totally missing with personalization opportunities, and how to maximize your personalization capabilities in HubSpot.

But, you know, without being a total creeper. There's a fine line between helpful and Big Brother, folks.

What We Talked About

• How effective is personalization really, from our perspectives as both marketers and consumers?
• What are some of your favorite examples of personalization you’ve either created or experienced?
• Where do you draw the line between personalization that is CHEF’S KISS perfect and Big Brother Creepy?
• George loves to say, "Keep it human, not creepy," but what the heck does that mean?
• What's the difference between "declared" and "undeclared" consumer preferences, and why does it matter to the privacy and personalization conversation?
• What are some of the most common mistakes you see folks make with personalization, particularly when using HubSpot?
• What are your favorite ways to use HubSpot to create exceptional personalization experiences?
• In what ways do we encourage inbounders to think about personalization differently in 2024? Has anything changed about personalization in the past few years?

And so much more ... 

Additional Resources

• AI website agents and is Google in trouble?
• How to use AI for marketing (examples + best practices)
• AI, ChatGPT, and the future of inbound marketing (HubHeroes podcast)
• What Jorge Learned: Owner's mentality, content UX, and the truth about ChatGPT
• Your unforgettable, completely unhinged #INBOUND23 recap (HubHeroes podcast)
• A thought-provoking AI fireside chat with George B. Thomas (HubHeroes podcast)

In this episode, we're joined by David Gable, the head of sales at Kixie. (For those who don't know, Kixie offers automated calling and texting solutions for sales teams that using leading CRMs — including HubSpot!) David joined us for an exciting topic that's also pretty controversial, depending on who you ask.

What roles should SMS and text messaging play in your inbound strategies to attract, engage, and delight your customers? Or is SMS an invasive relic of the past that should be set aside by brands, because it does more harm than good to the relationships we want to establish?

The answers to these questions are not as black-and-white as you may think. So, strap in folks! In this passionate, hot take-filled episode, we are going deep down the SMS rabbit hole to help take your inbound strategies to new heights.

What We Talked About

• What do most inbound marketers get wrong about SMS marketing? What are the most common myths and misconceptions?
• How should inbound marketers and brands think about SMS marketing? What mindsets should they possess? How should they be looking to SMS as part of their broader strategies to attract, engage, and delight?
• What are great examples of SMS we've seen out in the wild from brands?
• How does social selling fit into the sales process?
• What are the most common mistakes folks make when implementing SMS as part of their inbound program?
• Let's talk technology — how easy is it to integrate SMS if you're using HubSpot for your business?
• How would you like to see brands challenge themselves in 2024 with SMS texting?
• How does Devyn really feel about being the recipient of SMS campaigns from brands? And what will happen if you send him anything?

And so much more ... 

Additional Resources

• What is the HubSpot Flywheel really? (HubHeroes podcast)
• Back to the HubSpot Flywheel: Unpacking inbound physics (HubHeroes podcast)
• Buying has changed, sales hasn't — now what? (HubHeroes podcast)
• Email marketing and HubSpot 101 (HubHeroes podcast)
• What is customer delight and who is responsible? (HubHeroes podcast)