The HubHeroes Podcast

Do you live in a world filled with corporate data? Are you plagued by siloed apartments? Are your lackluster growth strategies demolishing your chances for success? Are you held captive by the evil menace, lord lack, lack of time, lack of strategy, and lack of the most important and powerful tool in your superhero tool belt? Knowledge.

Never fear hub heroes. Get ready to don your cape and mask, move into action, and become the hub hero your organization needs. Tune in each week to join the league of extraordinary inbound heroes as we help you educate, empower, and execute. Hub Heroes, it's time to unite and activate your powers.

Alright. Well, sorry. I didn't mean for you to hit your knee as you got back into your desk there.

It's my ankle.

Oh, is it your ankle? Oh, jeez. That that that hurts.

Little funny bone.

That's not so funny. Not so So so today, Liz is on vacation. So she is missed, of course, but we're glad to be back on the mic and recording. Today's episode, we're gonna talk about something that probably has quickly become one of the most powerful tools in HubSpot, but under the radar, because it's very easy to fly under the radar when everything is about AI and Breeze intelligence and copilot this. There's just been, I mean, we're coming off a spring spotlight.

If you didn't know, there's like AI in HubSpot. Okay. Now you know, there's AI in HubSpot, what else is in HubSpot? What else has gotten really powerful? And I wanna take time to talk about, because I feel like the community just needs to know is campaigns.

Now, before we get hate mail and we get boos and all that stuff, listen, I get it historically campaigns and HubSpot has been treated like a marketing only tool. It's this layer, right? That's been there and you could do some things, but not all things. And then it started to get these little changes like custom properties that you could add to it and stuff like that. And then all of a sudden I opened it up and my gosh, all of sudden I saw that you could add more things than one realized maybe that you could add.

And my mind was exploded to this is no longer about marketing. This is about marketing. It's about content. It's about CRM. It's about automation.

It's about your library of assets. It's about sales. Even if you're not using HubSpot for your content, it's about external websites. Max, it's even about marketing events and tracking URLs. And by the way, those are just the high level bullet point items that are in the campaigns tool.

So, so first of all, let's just start off with this. The campaigns tool has evolved over the recent years, but I want to know Chad and Max, like, one, how have you historically thought about it? And and maybe two, Max, it's been a while, but, like, when you were teaching the campaigns tool or things like that, like, take us down memory lane a little bit for both of you.

I mean, when I was teaching it, jeez, this is back in 2018. So what was this thing even in 2018? I think the way that I kinda described to people back then was that, like, hey. Listen. There's a lot of things in HubSpot that you build that work together.

Right? But unfortunately, all those things have reporting where those things live, which sure is a great thing if you're looking at an individual item. Right? But if you wanna understand how all these things are working together in one single pane of glass, that's why you create a campaign. Right?

And I primarily looked at it as like a reporting tool. Right? Which I don't know if you could call it just that today because I just popped into it and used a template for the first time, and I'm losing my mind here. It, you know, it was really just like, you know, sure you could build a dashboard. Sure you could do this.

Sure you could do that. But it's just like, hey. If you want us to see how all your stuff is performing. Right? It was like the one thing in HubSpot that glued everything together.

Mhmm. Right? All these, like, different things that you would build, you know, from emails to CTAs to blog posts to landing pages or whatever. Right?

So, Chad, what where does your brain go?

Yeah. I mean, that's where the where the way I would think about it in the past as well is, like, it was really the glue that pieced together all of the HubSpot assets. And I just really tell people, like, what it is is it's the tool that allows you to say, I'm using these things, and they got me these people and these closed won deals. Right? And that was the way you were able to really attribute how they got there versus, like, conversions per setup, right, or per thing you're trying to do.

But, I would find that it would be pretty difficult for smaller businesses who have no concept of real marketing to leverage the tool effectively because they're like, I hire some guy to do my Facebook ads, you know, like when they're doing their, old construction Facebook ads because that's the industry that I was from at the time. Right? So they're just hiring people to do their Facebook ads. They don't know how, what the ads look like, where they're going. They don't know anything about any of that.

And so when they want clear reporting, their agency that they're hiring wouldn't want to use this extra tool that they're not familiar with or make all the forms go be HubSpot forms on the website. They wanted to use like WordPress and WordPress forms because that's the thing that they already knew. Right? So it required a little bit of a barrier of adoption. I feel like at the time, But when you used it, oh boy, was it wonderful because it really was, you know, the windshield wiper fluid on the, you know, gross window of all of your marketing activities.

Very

visual. And would allow you to see clearly. Yeah. You're welcome. Sorry for No,

I love it. I love it. And I do think that seeing clearly, because if I go back in the way back machine for a hot second, there was just a lot of confusion. What campaigns? Is it paid ads?

Is it email? Is it inbound? What is it? And I always used to teach this thing of like, what we're really talking about is inbound campaigns. The fact that you're creating valuable content, you're creating conversion points to have conversations, and how can you show kind of all of it in one place to get that visibility and to have the clarity and to be able to report so many of the words that both of you are saying.

So what I want to do though, is I want to kind of go through this and I want to pick your brain a little bit, if there's anything that kind of stands out. So for instance, now, if we open up the marketing tab and don't worry, we're going to, we're going to get to the sales tab, ladies and gentlemen, If just hang on a you haven't been in there, now you'll know. But we're gonna go into the marketing tab. And so in the marketing tab, we've got ads campaigns, we've got CTAs, and we've got CTAs legacy. We've got marketing emails, SMS, social posts.

When you guys think about those being listed under the marketing assets, like where does your brain go? Is there something that's surprising you that's there? Or is there something that you think is underutilized? Just unpack the marketing section of the campaigns tool for me.

Well, I'm going into, I'm trying to start from scratch here. You said the asset, like just all the assets, right?

Yeah. So if you go in and you add an asset, basically you click that button and you'll be able to open up the first marketing kind of flywheel. And you'll, well, it's not a flywheel. It's a little like Chevron actually. And under marketing, you'll see those elements at your disposal.

Yeah, I think there's probably four weird custom scenarios. The thing that's gonna be helpful is I guess it depends. Right? So there there's always been this, like, difficult thing of if it's not a standard asset, how do you get something related to a campaign. Right?

Like if, say, you have offline sources. But for online sources, the it works amazing because these are all places you can get all these online sources. They have, like, tracking URLs that you add. So if you have some sort of weird offline sources, you can kind of shoehorn the association, if you will, into like a tracking URL or submit a form behind the scenes just via API that doesn't actually do anything besides, you know this thing came from this campaign for this offline source, and then just go secretly fire the form in the background So at least it gets that person related to that campaign. Right?

That's like a way you can kind of solve for some of those, like, weird issues that you've had. But yeah. I mean, this is like there's so much stuff here that you can now tie to a campaign, whereas it used to basically just be kind of the content and forms. Right? There's a lot here.

I yeah. I mean, I love that all, like, the the content and I get and when I say content tools, I don't necessarily mean Content Hub. I mean, anything that you're using to generate content. So everything under Yeah. Marketing to me kinda falls into that.

Right? I think, like, the big thing that I'm just like, well, also it's weird that static well, I'm sure there's a reason. I just haven't thought of it. But static lists is something you could associate, but not an active list. Mhmm.

And I'm wondering what technical limitation there is blocking that or what

You fundamental guys are getting ahead of the you're getting ahead of the thing. Like, just under the marketing tab.

Let's stick there for

a second. Under the marketing tab, I think everything there is there that should be there. You know what I mean? Like, it's I don't I don't really know where my mind goes other than like, yeah, it should be there.

So so here's here's the fun thing for me because I remember a day when you used to have to do something like Sakari or Kixie to do SMS. The fact that SMS is sitting under this marketing tab, and it's like, we understand that this is a way that people like to communicate, or you like to communicate. And hopefully because you like to communicate, they like communicate to that way, but not only are we going to give you the ability to do it, we're going to give you the ability to put it into a campaign. I think that's, that's nice and it's spicy. And I, and I would wonder how many marketers, how many business owners out there that are listening to this, that are still using HubSpot like the historical HubSpot, and haven't even incorporated SMS or looked at the SMS add on and understand that the SMS can be added to campaigns so that you can understand if it works or if it doesn't work, which then allows you to like, well, let's get it, let's test it.

It can be part of a campaign and then we know if we wanna use it moving forward.

Yeah. You you break up like a good point with the SMS stuff and a lot of people have been using Sakari and kind of all that. Like, it'd be really interesting to see if they'd open up these sort of like assets and sources to like third party apps, right? Because, you know, a lot of people haven't adopted HubSpot SMS yet because, you know, let's be honest, it's taken a while for it to really get to a place where people wanna use it. Right?

And, like, the the SMS stuff has been already so solved by the ecosystem, you know, that a lot of people are kind of on those solutions and stuck on those solutions and don't have much of a incentive, if you will, to, like, move on to, like, native HubSpot SMS, especially since it's already another paid add on. Right? But, yeah, it'd be interesting to see, like, again, like if you're using a Sakari or whatever, could like a third party sort of like inject, you know, certain things into here and pass on which metrics get like displayed on that sort of single pane of glass thing.

Mhmm. Yeah. I think it'll be nice. Go ahead, Chad. Oh,

I was just gonna say, I think it'd be nice like if it was actually the SMS activity that was able to be related rather than the HubSpot specific SMSs since now Via API, you can log. They call them communications in the background. But you can actually log your communications, your SMS, and, you know, all these different tools are starting to do that.

Well, here's the crazy part, Chad. What metrics do you think that they're, like, even using to pull into there? Probably SMS activity metrics if you think about it.

Right? But I think there's some level of, like, the SMS tool starts to track for each little SMS campaign. Yeah.

And that's not gonna be in the activity.

Open rates and all that, and that's gonna be stored in a separate place. Yeah. Yeah. So that's why they do it that way, and that's why it's probably limited. But it'd be not like and that's where you use, like, the workflows or something.

Oh, this workflow, if they go through this workflow, we know that they've been at least influenced by this. But it's hard like, the thing that's difficult is to tell the difference between influenced contacts and contacts that it create like captured and you know are attributed to this campaign, it would be wonderful to have some mechanism to like override either manually or via workflow or something when you know without a shadow of a doubt, like this person came from this campaign and they should be not in just the influenced bucket, but in the, like, captured revenue type bucket to be able to, like, apply that. Right?

Yeah. Like, almost like a workflow action that says add the campaign kinda like they do with Salesforce. Right? And people have been begging for that for a while, honestly. It's like, how can I manually associate a deal or, like, some other object to a campaign?

It's like, well, you can't. Right? And I feel like it's because they HubSpot has this, like, very sort of, like, protecting experience they're trying to create here of just, like, you use the marketing and content tools and things will magically start to, like Mhmm. You know, work with this. And then as soon as you as soon as you, like or I guess what they're thinking is, like, as soon as you sort of, like, add in your own, like, ability to customize how that happens, like, how attribution happens.

Because, like, the only way attribution's happening is, like, they're just they're just associating it in the back end and calling it attribution. Like, it's

not Mhmm.

It's something crazy. Right? Or they're running some kind of report or something like that. Right? But, yeah.

Like, I don't know. I I feel like as soon as you start to give people the ability to kind of, like, like, it up by doing, like, bad automation that would, like like like, erroneously associate things that, like, shouldn't be attributed to it, it almost kind of like they might be worried it might kinda, like, lose its power a little bit. Right? Because, like, you know, it may start to feel like it's becoming inaccurate, but it's like kind of the user's fault. And so they kind of like lose a little bit of control over, like, how it works, you know?

Yes. The Apple Walled garden experience.

Right? Exactly. Yeah.

But I

don't But know if I see a world where that's where HubSpot stays, to be honest with you, with things that I see that have been happening. So for instance, if you would have asked me back in the days, I won't even say the good old days, if I ever saw that we'd be able to do external website pages- Oh yeah, and oh campaign, I'd have been like, No, probably not. Yes, Because they want them to buy the And listen, there was just an update- Me too. Like a couple days ago about how you can now do WordPress sub domains, like, or subfolder, subfolder, sorry. Yeah.

And so like, you can tell HubSpot is leaning more on these things. So I'm envisioning, like, is there a day we actually come into this and you're able to add the apps that you have integrated into HubSpot into this tool and truly do what we're actually talking about? But maybe, maybe that is a future for this. Here's thing, wanna dig into the next tab because my goal for this episode is to get through these tabs and kind of talk about these things. So we, Max, you alluded to content and marketing and content is part of marketing, but here's the thing under content now there's blog posts, makes sense, landing pages, makes sense, website makes sense, but there's also case studies and podcast episodes.

So when you think about now you have a world where you can associate case studies and podcast episodes to a campaign, like where do your guys' brain go from like a, why we historically created that content to why we might create that content and what it means being able to visually see that content around the other stuff that we're talking about.

Well, I think this like, to me, it highlights the To me, the benefit of like the campaign stuff was like, not just to get a bunch of like numbers on one screen, because you can like do that with a report. It was more so to get the metrics that are unique to that type of piece of asset or to that type of asset or that type of content or like whatever it may be, right? So it's like on the same report you're seeing email opens, you're gonna see, I don't what is it downloads and listens or listen time for podcasts. Right? Which is like, yo, go try to do that on a freaking On a CRP.

Go do that. Go try to do that on a report in like, you know, or build a dashboard around that, bro. You're not gonna. You know what I mean?

Right.

And so it's like so I I just love that it's you know, they're continuing to weave in these different types of, like, assets and and content objects that have their own sort of unique metrics around reporting and being able to display that in, a single place. Like, to me, that's the that's the benefit of it. Right? Because it's like, I'm you know, like, I mean, I I I don't know, like, the exact example that I'm looking for here. It's like you're you're not looking at the same metrics for a marketing email that you are for a podcast episode or for a landing page to an ad campaign and things like that.

Right? You know? Sure. Some of them rhyme. Right?

But each one of them has their important KPI that you wanna know about. And, like, how else are you gonna see all that in one place instead of clicking around 8,000,000,000 times in some of

those I mean, or even just making dashboard that reports on each one of those things. But then at that point, how do you filter that dashboard by the commonality of how that those humans got into your HubSpot?

Yeah. Yeah. And then what happens when you have your next campaign? You're gonna rebuild it all again? Hell no, dude.

A big campaign. Yeah. Which also which also makes me think about, which hopefully people know because you've been able to do it for a while. But if you've got a campaign that looks alike, smells alike, like being able to clone that campaign or clone the assets from that campaign, depending upon what you're doing. We'll get to that here in a hot minute too, because I'll talk about where that might make the most sense.

But Chad, any other thoughts here? I know I have something around case studies, but like, what what are your thoughts on the content side of case studies and podcasts and all that?

Yeah. I think, interestingly enough, like, podcasts can go on so many platforms. I'm super curious. Just curiosity. You know?

I, like, I hope my cat doesn't get whatever happens to Curious Cats. But, I don't I I wonder how do they capture all of those metrics back for podcast from wherever that you end up being able to put it outside of or is it just when you up on podcast? Right. So they literally have made it easy. Pages and stuff.

Right?

Yeah. Yeah. Well, so for instance, like, here's a couple things. One, you can easily transfer. Like, right now, we use transistor.fm.

I can transfer from there to HubSpot, which by the way, did move one of our podcasts over to HubSpot because I wanted to go through the process. You can transfer it over. But now once it's transferred over, you still have the same RSS feed. You're still getting the same analytics of people click and play and all that stuff. But you can get deeper, richer pieces because there's a podcast embed widget.

If you're using HubSpot and you're using the podcast player and you're hosted on HubSpot, now all of a sudden, do you not only get more metrics, do you not only get like kind of this fluid process, but it's helping to bake in like, and you should have show notes and you should have a form for conversion and to build community and have conversation. And so it just becomes this kind of like nice juicy place. Here's what I'll say too. I'll bounce into case studies because historically we've been told case studies is something that we have to build and it's kind of maybe at the middle to bottom of the funnel that people are gonna wanna see success stories. But how historically have you been able to tie that back with ease to that it actually was part of a deal closing?

And so when I start to think about what Liz always talks about, I kind of wish she was here for this part, is she talks about telling the success stories of the content that you've created. And now if case studies and podcasts live right beside blog posts and the landing pages and the web, now all a sudden the success story becomes a lot easier to tell because it's almost like sitting right here in this content bucket that we're looking at.

We should totally use your portal, George, and build a case study live on an episode.

Oh, that would be fun.

Because I'm there. I still haven't seen it. Like, metrics are they using? Like the same thing as like page metrics there? Because it just renders a web page.

Right?

We'll we'll have we'll have to do a case studies episode in the future.

That'd be interesting to look at that.

That would be fun. So CRM, there's one thing, static lists. Okay? Mhmm. I I think there's probably more reasons than this, but the immediate reason I think of is I go to a not online event, I get a list of humans.

I can actually bring those lists of humans into that campaign. And now I can associate the humans to the things that I created, even though it might have been like different pieces and ports, emails that go out after the campaign, a workflow that actually runs those, other pieces that we're sending them to like pages or whatever it is. But now at least I can associate an offline event to a campaign. Other thoughts that you're thinking, because I see your face, Chad. Like, where are you going?

Well, I've actually had meetings with the, like, campaigns team about this, and static lists are not a viable option to bring in anything other than influenced contacts related to the campaign. So it'll only show influence, not converted. The way that you can get converted contacts is by uploading a static list to a marketing event which is related to your campaign. And then that will give you the contacts that are, like, associated to the campaign. And then any deals that they subsequently get will be also associated to the campaign.

That's one of those things. Like, the static lists, it could be a workaround, but there's no option to, like, do static list of influenced contacts versus static list of converted contacts or something like that. They just didn't give you that visibility or that capability here under static list. But it is very helpful. Like you say, hey, I do have a list of people that I know are related from a previous system that were like has saw an ad or something, but it's or, you know, whatever.

Then you can at least get those humans into your HubSpot and you can get them related to this as influenced.

And I would almost say, because my brain kind of goes back to that in event thing, is talking to a sales rep and getting a business card, that's not really a conversion. Is probably influenced, right? We've influenced the direction of maybe a future conversation. So it's interesting that that's kind of the line that that goes into, although you can use the business card scanner in the app, which then is kind of a conversion, but it's kind of Yeah. Interesting

I think sucks. I hate that thing.

Oh, no,

no, no, no. You haven't checked it out lately.

It's been

it's been updated and redone, brother. I just shared it with a client

of ours.

Does it does it still not write any data to the record if the contact already exists?

No. I don't I don't think so.

Yeah. So, like, before you you would and I was I'm I'm fine with it when it's the first time you're scanning someone. Yeah. But fun fact, when you scan someone that already exists in the CRM, nothing writes to the contact record. So, like, you can't even see the latest

or something.

Yeah. You can't even see latest source was

Oh, we'll have to check that out.

Yeah. I don't I don't

I don't think it is. But I know that it's definitely updated from the last time I had used it.

Yeah. Like, you can do other properties now. Right? Yeah. Yeah.

That's cool. It's just like, yo, why aren't you like why can't I trigger anything from someone getting their business card scan?

Crazy. Well, yes.

They already exist.

Yeah. Yeah. Interesting. Interesting. Mhmm.

I like how your brain works, Max, going. Okay. Let's continue on so we have time to get through this because we're getting there. We're getting to two of the main things that I wanna talk about. And this next one is gonna kind of allude to.

So automation, it used to just be workflows, but now it's workflows and sequences. So let's let the cat out the bag. Why did I even want to really do this episode? Because we're, and we're going to skip over one and go to a next and bring sequences in with this. It is the sales tab.

Fact now that you can associate calls, emails, meetings in sequences. By the way, if I open up library, there's another one that I want people to understand. Well, two, documents and playbooks. So, so just pause for a second. Think on it.

Automation, sequences, library, documents and playbooks, sales, calls, emails, and meetings. What the heck is sales stuff doing in marketing campaigns? Now I'm just gonna stop there and ask where your guys' brains go with all of this being able to be associated now to what historically was a marketing campaigns or campaigns tool and what that does moving forward.

It's that closed loop, baby. Well, maybe it's not I don't know if it's closed loop. I mean, you know, it's just marketing is so much more than just marketing. It's like you're Yeah. Oftentimes, your sales team is finishing the motion that you're starting.

Right? And so, know, you I think it's great where we live in the world now. It's like, Not only can I, you know, bring in my workflows and see how they're performing for any workflows that directly support the efforts of this campaign? Right? Let's say I went and built a sequence for my sales team to use to, you know, prospect into their install base for a very specific reason around a very specific campaign.

Right? Well, now you can use it. And then I think the other thing too is, like, this starts to make it more relevant to people who may just not be marketers. Like, you could see a sales director or sales manager using something like this now. Right?

Where they wanna

track teams using the assets that people

made for.

Right? Sales campaign.

Yep. Sales campaign for sure. And but, you know, even, like, that's why meetings is on there too. Right? Maybe there's specific meeting links that you're building for people.

You know what I mean? Like, sale like, marketing teams that have really good relationships with their sales teams, like folks that are doing like, are we still saying marketing? Oh, smart marketing. Right?

People are still out in the world.

Sales and marketing teams that are very aligned with the work that they do inside of HubSpot. I think it makes sense that you kind of treat a lot of this stuff as one because, you know, it's all related. Right? So it makes a lot of sense to me.

Well, I would even say and then, Chad, I'm gonna go to you. I would even say for those teams that have have historically had hurdles being connected with their sales team, like, I feel like this is a bridge to sales enablement, or at least a mindset of sales enablement. So I go to like, one of the things that I've been throwing out there to different clients and trying to talk about is like, look, I want you to think about what is the kind of process that you would go through and what is the mirrored version of what you've historically done with marketing? So like you create a marketing landing page so that they can convert and download an ebook. Okay, great.

Is that ebook in documents? Can the sales team give that document away with a snippet? Right? And so, because the snippet could be, or the snippet or the template could be the air quotes landing page to the thing that is in a document, because now they're already in the CRM versus you're trying to get them to convert, to get into the CRM. And so like, what's the pairing or mirroring piece and, and how can you use all of this to align sales and marketing, enable sales enablement?

And Max, you started to allude to it at the beginning of a true representation of three sixty degree reporting on both teams' efforts. I'll pause there, Chad. Where's your brain?

Yeah. I mean, you know, it it reminds me of, like I mean, since Liz isn't isn't here, I'll try and do the Liz voice. Like, how many times have you heard, hey. Can I please get myself a price comparison battle card between this and that software? You know?

I don't

know if she's that southern, but I get where you're going. I get where you're going.

Oh, yeah.

No. It's the Kermit the frog voice that she

does the real stuff. Yeah. Kermit Liz. Anyway, but, like, they want a battle card, right, or something. And, you know, when it's also maybe something that's on your site, you build it, but really, it's like you're saying, George, multiple entry points for the same content.

One entry point is marketing only, and the other is sales was able to give it to them. We can still count it as influence, but then, like, later possibly even track the source of the contact versus the, you know, view rate or whatever, right, sort of types of things. So you can kinda slice and dice the data a little bit more. It's, I think that is a super helpful thing if you're thinking about it from that perspective of like, well, I need to think about it. I mean, it's yeah.

It's like twice the work, twice the configuration because like, but like when you go on your journey report or whatever as well, like where did my customer follow the treasure map that I built for them, essentially? You know, you can see if they skipped steps or how they got into the funnel and all that kind of stuff as well. If they did what you were expecting them to or if they just went right over. You know, it's like, hey, the contact is here. They didn't fill out a form, but they got the document.

Right?

Yeah. Yeah. And and it's listen, we're just scratching the surface. Two places I wanna go because of things that were said either at the very beginning of this podcast or even before we started recording. But I just want everybody to know the fact that videos now is in the campaigns tool.

Marketing events, tracking URLs, external website pages, who knows where this gonna go in the future. If you haven't checked out the campaigns tool lately, you need to check it out. And not only check it out to just see what's there, but to think about what is the future strategy that you're gonna use moving forward around marketing campaigns, sales campaigns, or God forbid it actually be cults marketing, but some type of sales enablement, cohesive three sixty degree piece. Here's the other thing that I'm gonna mention before I actually go into the two questions that I want to ask before we close. It's also the first place that I think I've seen, and I'll use air quotes, ad for another app, because it looks like, and by the way, HubSpot, I'm kind of talking to you.

It's kind of confusing. There's content remix at the very bottom of the list of ad assets. And you click that, like, you would think you were adding an asset, but you're actually taken to content remix. Yeah. So that I guess, so you can create some more content to put to the But anyway, I know you're trying to get user adoption.

It's kind of confusing, but maybe make it look more like an ad, less like just a link cause the others look like links. Just my suggestion. Anyway, so two things I want to dive into. Max, when we first got started, you said, I did this campaign template and my mind is blown. You talk me through why your mind was blown around campaign templates and just give the audience, the listeners kind of your brain dump on that.

That's what I was doing onboarding way back when this would have made my life 10 times easier. That's why. So like so they have these campaign templates. Right? And this is my first time actually, like, you know, going through it.

Right? But I'm in here. I went to go create a campaign instead of hitting start from scratch. I hit, you know, create a template or or use start from a template. Right?

So they have a bunch of them in here, and you can even create your own, which is sick. Right? But they have, like, abandoned carts, email drip campaign, in person event promotion, lead generation, onboarding and welcome, product sale, regain all these different things. Right? So, like, let's go look at this, like, product launch one.

Right? And I'll go create one right here. So when you go and do that, it brings you to this page that essentially is like giving you a whole bunch of assets that it wants you to add, but it gives you context into why you're creating each one. Right? So like, and it also has this like steps completed thing up at the top, which is like awesome because you can see the progress as you're going out and like building this.

Right? So it's like, okay, you know, landing page, build a landing page to feature your new product or service. Right? It has this like text that's like unique to this specific template. Right?

That's like actually giving you instruction instead of just saying, add a landing page. It's like, okay. Landing page for what? Like, what am I doing with the landing page? Right?

And then it's like, create a CTA. So it says create a product demo banner on your website. So it's like even giving you suggestions on, like, where to use it. Right? AI is probably gonna make this crazy.

Right? And I'm honestly surprised they don't already have, like, a I mean, when they build a breeze into this thing, that's gonna be insane. You know? So this is is really, really cool. But I also just like how you can build your own template because that's a really unique form of like marketing enablement.

Right? Like, we talk about sales enablement a lot, but there are situations where, like, some marketing teams are huge. And, like, marketing enablement exists. Like, we had it at HubSpot. Right?

You know? And it's everything that you're doing to make your marketers' lives a lot easier and whatever tools that they're using across the whole stack, whatever it may be. Right? But just like you might create datasets for different marketing teams to use to enable them to be able to use reporting much easier. Right?

I'm feeling like building, like, specific campaigns that have, like, you know, your standard operating procedure in there that's, like, unique to your company and then making those templates available to folks saying like, hey. When we're promoting this or doing this or doing this, here are the different things that we do. Here's the instructions that make it unique to us, all that kind of stuff. That's really cool.

Yeah. I mean, I love that you can make your own templates too.

That's amazing. Right? Like, you can

literally just add your flow. Yep. So cool. Like, once you really feel like you're happy with how it's being used and you know what's going on and the results you're getting.

Yeah. Yeah. Oh, like, just imagine when the little breeze button shows up there and it's just like, you know, start this for me or like, whatever. Right?

The amount of time you're saving in the humans' lives that you work with by being able to actually strategize and put something like this together is absolutely amazing. Talking about putting something together, Chad, you mentioned something before we even hit the record button and I've been dying to get back to it. And that is the fact that campaigns is in the Custom Report Builder. So kind of talk us through, because you get excited when you find stuff in the custom report builder. Like I watch your face light up.

Just walk us through the fact that campaigns, all of the things that we're talking about new, and then boom, campaigns is in the custom report builder. Like where's your brain

Yeah. So it wasn't a thing until six months ago, but it's also gotten better. And what I mean by that is like before campaigns in the CRB used to only be a primary data source and you couldn't add any other data sources as joins to it. However, you can now add things like contacts, or deals, or tickets, or whatever that are related to that campaign. And it's quite phenomenal that, like, I can add a filter for you have to with campaigns as the CRB, you have to have the filter for, like, the campaign's event time stamp.

But then I could say, like, also add contacts and deals related to that campaign and break down the campaign by the count of contacts and the count of deals and filter by some critical mass date component that I'm tracking. Right? So for us, it would be like, hey, the date they exited the, you know, inspection completed deal pipeline stage or my contract signed date. Like, hey, give me only, you know, campaigns and their deals that have had a contract signed date. Like and then you can pull in the campaign spend total.

And if you're using campaign templates for standard marketing that you're doing where you duplicate the campaign and track, like the Google Ads spend for just that one month, then you're because unfortunately, spend still doesn't have like a date that the spend was added to break down how much was spent and when. But if your campaign is like a month by month type thing, then now you know how much did I spend this month on my digital ad sources, or if we need to log any manual spend for like billboards or whatever, we can do that for that date period. And my I then I can, like, click on it and look at who the people that came through are in my custom report builder broken down by campaigns, broken down by all like you could get your, you know, pivot table heaven going with some of this. And if you do this in a dataset, then you can start to create, if you have OpsHub Pro, like some level calculations of, or break down, you know, interactions, like number of this type of interaction divided by some other metric. And then you can tell, you know, conversion rate that may not already be calculated for you.

And like, I mean, the you know, they roll up so much information to that campaign level that now that you can associate things to it in the CRB, you can really get granular with your data. Like, outside of the campaign analytics where it can't tell you what you wanna know, you can start to really drill down. And between that and now the ability to upload a CSV to a dataset of your own data and create your own custom join on a matched value. So like the campaign name is, you know, March leads, and then my budget spend item that I uploaded, maybe if if I didn't use it that way and I wanted to track it some other way, and I was pulling data from my accounting software. I mean, it's crazy what you could do and like create those associations for CSV uploads now.

Right? It sounds like almost the possibilities are endless. Yeah. If you understand what you can do, but of course, to get that the power that I just heard you say around the reporting of campaigns in the Custom Report Builder, you've kind of got to use the campaigns tool. Yeah.

Which I hope people are. Okay, so I'm going to close it out here in a second, but if you, Max, I'll go with you, Chad, you, then I'll close this bad boy out. If you were to give somebody one action item that they needed to take after listening to this episode, what would be the one thing that they should do?

Oh, dude. I mean, if you're if you feel like you don't have, like, a structured way of building out your campaigns and you're kinda just, you know, building stuff willy nilly, go go check out one of these templates, man. It's just a great way to add a little bit of a structure and a nice little checklist for yourself to make sure you're building with a purpose Yeah. Marketing up. Yeah.

Yeah. I mean, for for me, I would say, like, go to the CRB, add campaigns as a primary data source, and look at all the properties. Remember, in the custom report builder now, you can click the little three dots next to any property, and hit view property info, and it will give a property description without you having to leave the CRB. Like sometimes properties don't exist anywhere and like you can't go to campaign. Some of these campaign properties, you can, you see your campaign custom properties, but maybe not all of these properties.

So this gives you like property descriptions for stuff that you may not actually even be able to find property descriptions for normally in the HubSpot UI. Right? So go check this out. Look at those properties. Let it inspire you as to how you could structure your campaigns to more accurately track information that you may never have thought you were able to track in HubSpot before.

I love it so much. Ladies and gentlemen, my one thing is just go look at the campaigns tool. If you've been a HubSpot user for years and you're like, Ah, campaigns, I've looked at that five times. We tried it once. It's not Listen, go look at it, see what's new, go reimagine what's possible when you use this tool, because for me, it really does come down to these things, sales campaigns, marketing campaigns, or in a perfect world in my mind, an aligned campaign where sales and marketing are working together.

They're mirror versions of what you're trying to accomplish, conversions, conversations, driving results, helping humans. And so just go check it out, See what you can add to this thing. Go rebuild some of your old campaigns or add assets that you once couldn't add and see what the numbers happen there when you just add the assets that you had, but you couldn't add. Some Like, of you have been doing this before. Anyway, go do that.

Go do the things that Max and Chad said. And, of course, while you're doing that, remember to be a happy, helpful, humble human. And we'll see you on the next episode of Hub Heroes podcast. Okay, Hub Heroes. We've reached the end of another episode.

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