Show & Tell | HubSpot Admin HUG | May 23, 2023

Welcome everybody to this session of the HubSpot admins. Hug. Super excited to do a show and tell today with Lindsey, Karen and Stuart. So the idea here is that admins, you're all doing clever things in HubSpot, solving problems, making things work. And what makes that even more valuable is when we can come together as a community and share those learnings so we can all improve together. So that is the plan for today. It's an experimental thing, first time we've done it. We would love your feedback on how we can make this more useful in the future. I would love to make this a recurring event but with that I think that's plenty of intro. I don't actually know who's going first. Lindsay is going first. I will kick it over to you.

Thanks Kyle. And again, congratulations from the entire HubSpot fam. And hello Everybody there, the HubSpot admins. I'm not going to sit up here and just really show you guys a power PowerPoint and walk you through bullet points and so forth. I'm going to really tell you guys why and how I created the project that I did. So I created the HubSpot Onboarding Playbook. And the HubSpot Onboarding Playbook is really born from a need that I personally needed and that I thought you guys would all love to love to use. So let me show you guys a little bit about really what I am talking about. So you guys have probably seen my non stop LinkedIn posts, my Slack channel messages and so forth. You know, this project is kind of like my baby, I'm not gonna lie. We spent over a thousand hours completing the first version. About seven months of non stop interviews and non stop conversations and videos and so forth. But it was really born because I personally am a very visual person and I also really like to have checkboxes where I can check things off the list. What I did was I created with 2x hub spotters. One was actually on the implementation team. This playbook. For me, like I said, having a very visual checklist is very important. So what we did when we started this off was we created a checklist of all of the tasks. There's for the Master Sales enterprise checklist, there's 152 tasks, there's 99 total slides in the playbook. Tons of information, tons of visuals, tons of videos, tons of certifications, tons of academy classes all together in one place. You know, HubSpot is incredibly great with giving you a lot of information, but in reality it's kind of spread over a Certain couple of places. And so what we really did was we brought everything together and we put it in one place. So as I said, I'm a very visual person. I really like to be able to see lists, I like to see screenshots, screenshots and so forth. So that's exactly what we did. Inside of the checklist there's links to a playbook and the playbook will show.

You like the demo and stuff available to everyone. I still don't know who's next though.

Karen? Yeah, that's me. Hi everyone. So I'm Karen. I'm the CEO and co founder of their marketing. We are a HubSpot Platinum Partner and today I want to share with you an app that we developed that basically came up as a solution to one of our customers. A very big and important one, very innovative project that as I shared with Diana this week, HubSpot were a bit concerned to take this project, but I'm not the person to say no. So basically what he wanted is to be able to send SMS messages which to most of you that come from international, not an Israeli based company, seems very easy and natural to all of us located here in this small country called Israel. This option wasn't available. I mean, it was available, but it was very, very costly because we needed to use an international provider like EasyText or Twilio or all of those. And we knew that this was not an option for this customer. So basically what we did is we decided that we need to develop an app, an app that will work both locally here in Israel, but not only also globally. We partnered with local provider and started the process. Now it was a long process, a very tiring process. More than a year it took us to develop this. We started with a really bad developer we found on Fiverr. Personal advice for me, do not take developers from Fiverr because you will pay, as we say, you pay peanuts. You get monkeys. This is what we got. We got a monkey. And we only knew that after the first time we came to send a mass SMS message to this customer. And the outcome was that people received the same message 10 and 10, 12, 10 and even more times in a row. Not a good outcome. So basically what we had to do is to scrap everything and to start from scratch, this time with a proper and reliable vendor. And to make a long story short, I will tell you that now we have an app that is working, working perfectly. And again, it's not just for the local market and you know, but, you know, with our solution here in Israel, it Really opened up a new market and a new option, new options for people because they couldn't do it and so they gave it up. It's true in Israel the SMS is less popular than WhatsApp messages. But still a lot of companies go to this traditional channel, mainly B2C company but. And E commerce. But not only. I started using it as well, for example. But the end result was that of course we also have an app on the app Marketplace. But not only what we do today with this app for our customer is, for example, it's a basketball team here in Israel. I cannot say more than that. I don't want to say more than that. But what I can tell you is that we do some stuff that no one would ever thought can be done. It's just a basketball game, okay, but we're sending SMS to all the people who purchase tickets. So on the game of the day, on the day of the game, sorry, they're getting an SMS message, you know, starting to warm them up towards the game. Once they entered the arena, around five to ten minutes after that they're getting an sms, go to the shop and buy. And of course day to day SMS messages to let them know that there is some sort of a sale or anything that they want, any message they want to convey. And it works for this type of audience because they know to expect those type of messages from this team. And you know what, we always do things and we want to keep our customers happy. I can tell you solution, we would never have this customer using HubSpot for almost. It's two years now, actually a bit more than two years. So my conclusion, I mean, if there's anything that you need to take from this, and this was really a long road, but do not dismiss any option without thoroughly exploring them. I mean, never say to a customer, this is not an option. As I told you in my, my way of thinking is that there's nothing that is not an option and not possible to achieve in HubSpot. So until you exhaust all your possibilities, say no. This really requires a creative way of thinking and going out of the box in order to meet the customer needs. It's not always there in front of us. We often find ourselves in situations that we need to think out of the box and this is what we did here. And last but not least, if you do that and you are in a position that you need to develop something for your customer, whether it's an integration, an app, regardless what it is, make sure, please make sure to work with a reliable and trustworthy team in order to avoid any type of setbacks and to ensure that the project is successfully implemented. That's it.

Amazing. Thanks so much. This is great. I love lessons learned and I don't know, I'm excited to see where this all goes. So.

Stuart, Lessons I've learned by losing hours of sleep.

Yeah. But something I've realized since I started hanging out with admins is that stories of lessons learned the hard way are, are a part of what binds this community together. So many people will be like, oh, I did this awful thing and I accidentally sent an email to the same, same email a thousand times to one customer and broke their, their email servers and other. Other admins are like, oh yeah, I did that. And it's just like this moment of like, I'm not alone. I'm not a crazy person. And of course, if you can learn from someone else's mistakes before you get to make them yourself, that's probably better. Probably won't live long enough to make all the possible mistakes yourself.

Before you send 10 messages in a row.

New book idea. We put a book together of all of the like, oops that we.

I feel your pain. That.

Yeah, yeah, no, I think it could be good. Yeah.

So actually, question for Karen real quick. Karen, how many messages on average do you send per game to for this?

Oh, so it's around 6,000 to 7,000 messages. But just today we have message actually scheduled to be sent in about 40 minutes to 70,000 people.

So how, how many, how the quantity of messages per person. Like, are they getting like 5? Are they getting 10 per week for one event?

2. One before the game, at the day of the event. Usually we send it in the morning, 11, 12. And then when they get to the.

Game, I asked because, you know, this group knows I'm sending them like five messages to get them to show up, to remind them to show up, remind them to register. So I was just wondering this.

No, no, it's, it's, it's a good question. But also, you know, they had a very specific look. They're fully, they're sold out in terms of tickets to the games. They're the biggest basketball team in Israel. Okay. So they're sold out in subscribers, tickets to the games, everything. What they want is to increase sales in the store. This is their purpose. So all of the, all of our messages are, are related to this, to sell online. Whether it's online or whether it's on the. In their physical store. So this is why we do it on the day of the game. Gotcha. Gotcha.

Okay, so remind so next email coming from me is some sort of buy something at our store email I guess. Kyle.

No, but but and yes it is Makabi. Someone asked here if it's Makabi. So yes, it's Makabi.

Also George I think has come up with a winning book title of Ops. I did it again. So yeah, send your stories in to George.

Sorry George.

He will edit and print them and bring them to Inbound so even I can figure out who's going to talk next. So Deanna, what do you know Stuart? What have you got to share with us?

So speaking of things that don't go right the first time, I've been working on this renewals and what do you do with deals? Post the initial sale in HubSpot. How do you manage that process? I think this is version 4 maybe of of this process so I can show that. But the thing that I'm really excited about and I think is sort of being a little bit of a light bulb moment, but also like I posted about this yesterday on LinkedIn that it just saves so much time is the new associated data in workflows beta that HubSpot has, which I can can show as part of this and sort of made a lot of the sort of behind the scenes scenes management of things that happen during a renewal period much much easier. So before I go any further, want to shout out we started moving all of the steal this workflow content to a public page so it's much much easier to find than searching LinkedIn at arrows to Bolt. I will drop the link in the chat but just as a shout out all this stuff will be there along with all the other steal this workflow stuff. There's more than just workflows there as well. There's reporting, there's onboarding templates, all sorts of stuff. But anyway, this managing renewals is a question that we get a ton and the way that I approach this, this is actually one of the things that was in the HubSpot top five a while back I think in December, but essentially created a whole separate pipeline for renewals and you could absolutely manage renewals in one pipeline and then upsells, cross sells expansions, all those kinds of things in a separate pipeline just for simplicity and also because I kind of like the new deal tags in HubSpot, I kept them together in one pipeline. But essentially the way that this works is when a deal moves to close one in our sales pipeline, sort of initial sales pipeline, we have A workflow which I can go and show you that moves it. Where did it go? Which moves it to our renewal pipeline. Sort of creates, kicks off that post sale process. So this workflow, when a deal is closed one, we check that we have all the data that we need to move to the next step. If we don't, we handle it to go update that. But then we create this renewal deal in our renewal pipeline. And this is, you know, assuming that it makes some assumptions here that you have only annual renewals, you need to add some additional branches here. If you had, you know, monthly or quarterly or different periods. Because you would need to set the close date differently on those deals and put them in different stages of our renewal pipeline. But we're setting this up as it's a renewal type deal. We set the current renewal year. There's a little bit of a workaround here for infinite loops in HubSpot, which is why we have this renewal year type property. I'll explain that in a second. And then we just copy over, you know, relevant information that we want on that new new deal. But I'm going to spend too much time here because I want to get into the associated data stuff. But this is essentially just kicking off the, the process in our pipeline creates a deal over here and then we can automatically using workflows, move, move that deal through our pipeline, through the stages here as we get closer to the renewal date. So if you wanted to, you could have this be a, you know, read only pipeline. And it's essentially its only purpose is just tracking, tracking revenue and sort of triggering, you know, kicking off playbooks when you get to a certain point in the journey or customers are at a stage. But we know that often customers will have things change or be sold additional things might potentially have a contraction during the renewal period. So to get into that a little bit, we have this column over here for in period changes. And you'll notice that we have a couple of closed one deals which are not renewals. So we have contractions, we have upsells and we have expansions. So I want to show the workflow that is sort of managing all of that. So those deals will be created manually by a replacement. I would just come to, you know, create a deal in the way that I usually would. I would put them in this in period changes column. I'd give them an amount, I would set the deal type. You can see here we're breaking out. It's not an initial sale, it's not a renewal. It's going to Be one of these three options. You could also have other things in here. You could have cross sells or whatever that might be. Any way that you want to categorize your revenue essentially so you can create a deal that way. And then we have this workflow which is going to manage keeping sort of aggregated against the account. Because that's the big challenge is deals can't be associated with deals. Which means that if you want to have roll ups and compare, you know, where did the revenue come from for this company during a specific period? You know, are there, do we have most of our upsell potential in year one versus year three or we have expansion in year two versus year four, whatever that might be. You need to be able to roll everything back up to the account level. And this workflow is sort of where all that is being managed. So this is using Ops Hub. I would love to find a way to do it without Ops Hub but for now we're using uptub. But essentially what we're doing is enrolling deals in this workflow when they are closed one in our renewal pipeline. So this is, you know, booked revenue and it is not a renewal essentially. So it's a, it's an in period change. And then we are handling, you know, if the amount, if it's essentially if it's a contraction then the amount is going to decrease otherwise the amount is going to increase. And we have this format data action which is where we're actually using the associated data panel. The way that we're using this is that we're pulling in this current period change value not from this deal that is enrolled in this workflow but from the company that this deal is associated width. So in this case we want to say, you know, by default this will, we're setting this to. Or it will start as zero. Right. If we just have the renewal amount, let's say that the renewal is for $5,000 and we're adding an expansion deal. We're going to take the current period change which is zero and we are going to add to it the amount of this expansion deal. So we'll have a period change of you know, say the expansion for $1,000. Yep.

Sorry, I think your screen is frozen.

I'm totally sharing the wrong tab.

There we go.

Okay, let's just back to the top just for context. I won't go all the way through but enroll deal and deals in here when they are not renewals, they're upsells, expansions, imprinted changes and then just branch on whether it's an increase in the amount or a decrease and then we're back where we were, which is, let's say this is an increase, so it's an expansion deal. This current period change. With this new data panel, instead of having to create a whole bunch of new properties on deals to keep track of what the value of a specific property is on an associated record, I can come in here, I've added the primary company as a data source and I can now look up any values that are in that data source. So in this case, I'm adding current period change, which is a property on our company record to keep track of and sort of keep updated with what is the current renewal amount even after there have been in period changes applied. That makes sense. So to start with, current period change would be zero every time you're adding a new deal for an in period change. If it's an expansion, an upsell, then you'll be adding to this current period change. Otherwise if it's a contraction, then you'll be subtracting from this current period change. And what that allows us to do is keep the, you know, keep the current period change on the company record up to date and sort of account for all of the deals that are created with the within the current period. And then also keep the renewal amount on our company records, you know, up to date and accurate, which can then be copied back. This is, is a little hacky, I guess, but we can copy, copy the value back. It's actually in a separate workflow, but we can copy the value of the. Where did it go? It's not in that one. We can copy the renewal amount from the company record back onto the deal record. Which means that when we create the next renewal deal in our pipeline, it will have the updated amount which takes into account all of the, all of the changes during that renewal period. Hopefully this is making sense to folks. The nice thing about this is that you can. And the reason for sort of breaking all of these different deal types out is that you can then I know this is doesn't look like there's a lot of difference in here because everything is orange because renewals is by far the biggest bucket. But you can break out. There we go. But you can break out your revenue by type across renewal year. So like as I was mentioning earlier, you know, if you want to be able to see do we have a big uptick in upsells in year two or you know, a lot of expansion in year two, you'll be able to see that Here versus other years and everything sort of stays in sync and can be tracked beyond that initial point of sale. But yeah, I'm gonna pause there. I'm curious if there are questions.

If there are questions.

Yeah. Please share them also. We have time. I would love to try some on the fly show in the show and tell. Show in the tell. Yeah. Show and tell. That is not my baby crying. Actually.

That's my baby. It's my baby crying. Sor.

We can have a baby off.

He just woke up from a nap.

Yeah, I. I actually had a question. When Lindsay and I were talking originally, she was talking about a subscription option. Is there. Can you share a little bit about that, Lindsay, for everybody?

Yeah, sure. So listen, like, HubSpot's a lot, right? Like, I get it. I started using this actually in 2007, and here we are in 2023. And the amount of changes and the amount of new tools and updates and so forth, it's a lot, right? So, like, what we did a sales, marketing and service enterprise, professional enterprise master checklist. So each one of them has their own. And then at the end of each quarter, what we do is we send to everybody that has purchased an email saying, hey, the next quarter is coming up. We have all the quarter updates. Would you like to purchase? So not only are you getting like the master list, but each quarter you can get all of the product updates and new tools that just came out so that you can always keep up with everything. You know, it's. It's awesome the amount of different updates there are, but there's a lot of. There's literally like we have a sheet, a Google sheet of all the different areas and places that we have to check for for the updates, right? So we put it all into another Google sheet with all of them there instead of the, you know, the four different places that you need to check and keep updated with. So we have the master list and then you can get the product updates each quarter.

Awesome.

Thank you.

Yeah, I'm not seeing any more questions in the Q and A. Kyle.

Yeah. If. If somebody shares something on the fly, I will go and get my baby.

Little bribery.

Come on.

Somebody step up.

I want to see you all working on stuff I know you all have. And there are 108 of you in here. Of us. I should say it includes all of us. Hey, Caroline has something she will do for the baby.

And I gotta go find Caroline.

Bringing you on stage now.

Be on camera. There we go.

Hello, everyone here.

Hi, friends. I always say that I use the Kylisms the High friends daycare pickup drop off.

I'm always like hi friends.

So now it's my tagline.

Yeah.

So I shared one. I submitted it for top five on Sprocketeer too. But I work with web strategies and we specialize in manufacturing clients and credit unions. So very different, two different verticals. But we have used a lot of automation for new member onboarding. And then a really cool thing we've done is combining information from an outside los which a loan origination system. So it's when someone applies for an application, then it goes through the approval process then if it gets funded or not funded. And so we're bringing some of that data in through a middleware and able to bring that into the sales pipeline as a deal info information. So we're using the sales tool not so much for sales but more so proving marketing ROI by bringing in that data because we can see who interacted with a form or a landing page or an ad and then we can associate that with a deal from the loan origination system that attributed to a funded loan. And then we can the. The credit unions predetermine average revenue for each product line. So they've set their finance team knows the average revenue for a vehicle loan, the average revenue for a mortgage and so that's the actual revenue for the credit union. So if I can. Am I able to share my screen should be. I can just start and stop video. Just look in the little carrot next to the video icon and all I see is the camera option.

But.

What I could do is try to chat it to someone that you.

Can chat it to me and I can share it.

Okay, let me open this.

I don't know why you can't share.

It's okay analogy.

We, we adjust. Parenthood has taught me that we make plans, we try to have them follow a process and then we adjust. So let's see here. Get into their HubSpot portal essentially what so we're combining the power of, you know, the middleware data integration we're getting and bringing that information to the, to the deal pipeline and then using workflow automations to assign an average revenue and then we are then stamping that average revenue and using a continually increasing the member value. So what you could see on the report is, you know, the cumulative value that that member has brought to the organization based on closed product deals. Let me see if I can DM you Lindsay with that.

Yep.

See I don't know if now it's not letting me DM or anything. I'm doing existing one for Deanna. See if you could do it.

Yeah, that's fine.

Yeah.

I'm not getting anything from you.

I got it.

Got it.

Let me log in.

You can open that. I'm not sure because you don't have portal access.

Yeah, yeah.

But we've created all these cool charts. See if I can download the PDF and then pull that up. Problem solving irl.

Could also try turning off presenter mode and turning it back on. It sounds crazy, but stuff like that works in Bevy.

Does it? Yeah.

Oh, now I got share screen. Yay. Look at that. Something. Something in the universe worked. All right, share a screen. So can everyone see my screen? Okay.

Yes.

Awesome. We're using a lot of the custom reporting elements that Kyle's shared and inspired me. We're using some of these text fields. If anyone's coming into this cold can get an explanation of everything we've done. This deal level property, we have this average revenue set, and this is an internal determined value and then links to all the workflows that set this. And so you can see once you see if it'll let me pull this up without sharing any pii. But yeah, so we set the property value on the deal level and then, you know, based on our notes here, this is the average revenue that was determined as of 2022. If this changes, we copy that. You know, we can add to our description in case we do adjust these values and then simply change the numeric value here and then so each of those are set on the product side based on that naming structure. And then you get this member value, which is that cumulative score, which is a property. And we set that in. I don't think I linked to that workflow, but essentially that, you know, we do a simple increase or decrease and enroll them in that workflow from these deal workflows into that contact workflow. But then we can start bringing in this cool data of seeing not only, you know, how much funded loans, but how much is true revenue for the credit union. So we can see that and we put that on the member value report here. And then you can see it by, you know, product line, vehicle loan, credit card loan. And so you can start to identify trends. And so maybe say, oh, we took a dip on vehicle loans in. In February, so maybe we need to start a campaign around that which we had. And same thing for credit cards.

We.

That's starting to go down. So maybe do we do a nurture around that. So the big thing and passion of mine is you know, bringing the data to the forefront so that we are not spending time digging up data and more time analyzing and acting on it.

It.

So that's some of my inspiration from all these wonderful folks here in the HubSpot community that's kind of like, how, how can we build upon this? And so I just want to thank all you guys because following y' all has given me the kind of the, the tools to, to deliver this for clients.

That is exactly what we're going for. And Trish right now, I think, is running around shouting because she's going to take some of the ideas herself. So you're paying it forward. You're doing your duty. Thank you all for presenting and sharing. I'm gonna go see if I can find a baby to show and tell.

I, I grace too, so I'm.

Oh, yeah. I will not be offended if anyone wants to drop off. I don't know how long this will take, but I'll be back as soon as I can.

I will hunt anybody that drops off down, just FYI. No, I, I, I'm like goo goo gaga over your dashboards over here. I'm like, okay, yeah, I need to go, I need, I'm feeling inferior at the moment, so I can't be the only one that's going to go out and create a dashboard. Come on, guys. Like, seriously, you saw that? You saw how gorgeous that was?

Like, I have to agree. Caroline's pretty awesome. Yeah. Not even just from now, but from other things that her and I have had conversations about. She's pretty awesome.

Yeah. So I'm, I may be hitting you up for the admin hug dashboard so that I don't have to do them. No.

That's why I was like, I hope the screen share could work because I can't, I can't explain that, but it's cool to us that get it. I think, like, my husband rolls his eyes, but I'm like, some people think this is really impressive. Okay, share.

Oh, my goodness.

Okay. Don't take any offense to this, you guys. I'm kicking you off as presenter so that baby can be wigger on the screen. I love you all. Thank you very much.

Thank you.

If I could turn myself off and still run things, I would.

I mean, I can kick you off if you want. You all are so nice.

This is hard.

She is out anyway. We can end the event there. Thanks, everyone for being here.

Okay, if all the presenters could just share their contact information in the chat. So anybody who just wants to stare at the baby can look at that later. I will share it all out in the future. Yay. My favorite hug ever. Totally worth all of it. Absolutely. All right. Thank you, guys.

We're gonna end Michael.

Great point. I risked a lot picking up a sleeping baby for you all.

You did. And I'm trying so hard not to yell and scream like.

It is.

It's a lot.

All right, well, thanks, everyone. Bye, guys.

Bye, Grace.

And now we'll actually enjoy the delay.

For it to turn off.