Welcome to Ezra

We’re delighted to welcome Ezra Wilson who joins us Head of Project Delivery. Ezra will head up the digital transformation team of Austin, Zach, Pete and Lee.

Ezra’s background has been leading project delivery teams on the client-side. He will take overall responsibility for delivering all technical projects.

“I’m going to be focusing on ensuring that all our clients get the same level of service and that that it is delivered as quickly and effectively as possible.

Internally I’ll be looking at continuous improvement and seeing what we can do to build on our internal processes when it comes to digital transformation.”


 

GA4 – what’s the rush?

The current version of Google Analytics (UA) that most people rely on is being retired at the end of June 2023. The newer Google Analytics 4 (GA4) will become the only option at that point.

This represents a major change in the way measurement is done and importantly the new system is not backward compatible with the old one.  This means that historical comparisons will not be possible.

Our recommendation, therefore, is to get GA4 installed as soon as possible so you start collecting historical data ahead of the changeover.  Getting it done by the end of June will ensure you are able to do year-on-year comparisons.  It will also give a period to get used to the new ways of working as the two tools are very different.

If you are an existing Attacat client, we’ll be in touch. Or if you would like to learn more about GA4 and the implications of switching over get in touch now to set up a meeting.

 


HubSpot Features

We have created a number of 2 minute videos on some of HubSpot’s features that we think are particularly useful. If you’d like to know more, please sign up.

Here’s a taster from Hannah about HubSpot’s email features.

If you would like to see more of our HubSpot Features videos then just click on the button and sign up.

 


Attacat goes curling

Hot on the success on the Olympic Gold and Silver Medals in curling, and keen to see if there were any future stars in the making, we had a go at curling. The afternoon was a great success and while you might not see any Attacats at the next Winter Olympics, one or two might be tempted to take up the sport!

Curling is only played for 6 months of the year and is now closed until September, but if you fancy giving it a go later in the year then we can highly recommend Edinburgh’s Try Curling.


Current Vacancies…we’re still looking

While we’ve had some recent success in recruiting some great new people we’re  still looking for talented individuals with digital experience for these roles:

SEO Manager to indulge in their passion for SEO and play a key role in delivering growth for our clients.

PPC Growth Manager to join the team and contribute to client and team growth.

HubSpot Solutions Architect to help solve complex challenges and as a key role as part of the digital transformation team

Technical Implementation Specialist to bolster the transformation team

And generally we are on the lookout for anyone with experience of (and a passion for) HubSpot.

For more information on any of the above please visit https://www.attacat.co.uk/jobs

 

Google is discontinuing its existing Universal Analytics (UA) on 1st July 2023. UA has been with us since 2005 and the majority of the world’s websites use it. There have been many iterations of Google Analytics over the last 17 years, but they have always allowed us to retain the historical data. Not this time however. This time it’s a standing start from the point you have the new system in place.

So why the change?

As data privacy has become central to the future of the internet, then UA’s reliance on cookies means that the current measurement methodology is becoming obsolete. In addition, today’s user journey is more complex and multi-platform compared to the desktop single sessions that UA was set up to measure.

Google Analytics 4 (GA4) has been built to deal with this new world. Crucially though, it’s not a like for like replacement. Don’t expect to leave UA and pick-up from where you left off. Expect a new way of doing things where a fair bit of the old way is no longer a possibility.

What are the benefits of GA4?

Google believe that there are a number of key benefits to GA4:

  • Understand your customers across touchpoints
    This will deliver a view of the customer lifecycle with event-based measurement across multiple sessions and platforms.
    Our view: don’t expect perfection but do expect new insights and a tool that is at least attempting to answer the questions modern marketers have.
  • Improve ROI with data-driven attribution
    This will allow the measurement of marketing activities and help understand how they influence conversions.
    Our view: ROI data itself will, in many ways, be less accurate and comprehensive than what we are used to. However that doesn’t mean there won’t be good new insights in this new way of working.
  • Measure engagement and conversions with business and compliance in mind
    This will allow businesses to manage and minimise the collection of user-level data while still preserving measurement functionality.
    Our view: GDPR regulators may not be fully onboard here. It is undoubtedly “better” from a compliance point of view but consent issues don’t just disappear overnight.
  • Get greater value from your data
    The use of machine learning will generate sophisticated predictive insights about user behaviour and conversions.
    Our view: this is life now, so let’s enjoy it! (Even if much of it is about providing educated guesses about insights we used to get anyway)
  • Easily activate your insights
    GA4 will easily integrate with other Google products like Google Ads to allow for better measure and understand campaign performance.
    Our view: no surprises here. GA is ultimately just a very nice piece of content marketing for Google Ads but never the less is one I’m very grateful for!

So what’s the rush?

There are three main reasons why this should be a priority for organisations.

Firstly, if you want to be able to have a year on year comparison, then you need to start using GA4 from the 1st July in 2022. Otherwise, it will not be possible to compare like with like after 2023.

Secondly, GA4 is very different from UA and so will require a lot of re-training on how to get the best out of it. There will not be a 1-to-1 report replacement.  Having UA and GA4 running alongside each other for a year will give time to assess what you rely on currently. You can then find the closest alternative, or in the case of no alternative, come to terms with the new mindset. UA has been around for so long and become so familiar to so many, that it would be unwise to underestimate the resistance and effort to make the change.

Thirdly, starting now will re-risk the transition and allow for any unforeseen problems that can be dealt with well ahead of the changeover date. For most, this will not just be the flicking of a switch.

Next steps?

At Attacat, we believe that a transition process will be required to successfully move from UA to GA4. It will vary from client to client but here’s an outline of what needs to be done.

  1. Requirements discovery
    1. Analysis of current analytics and tag management configurations
    2. Identify any desired changes to your current analytics strategy
    3. Formulate a configuration plan covering:
      1. Pageviews
      2. Events and goals
      3. Ecommerce
      4. Cross domain tracking
      5. Product links e.g. Google Ads
      6. Default attribution model
      7. Filters/IP blocking/Referral Exclusions
      8. Data retention window
      9. Users and access levels
      10. Reports
  2. Configuration build and testing
    1. Execute configuration plan
    2. Confirm all data flows are working as expected
    3. Start sending data to production GA4 property
  3. Data validation
    1. Data accuracy tests

 

As you can see, we believe that there is a lot to be done, especially if you want to be able to have a year’s comparative data. The above needs to be done by 1st July this year. So if you would like to know more then please click on the link to arrange a meeting to discuss.

 

Sign up to GA4

 


 


If you’ve ever been frustrated by a chatbot on a company’s website, you’ll understand how important it is for businesses to offer good customer support through a functional chatbot that helps users to find answers to their questions, rather than creating even more questions.

To ensure you don’t offer your customers the same poor experience you’ve encountered in the past, the key is starting with the right chatbot tool, careful customer journey design and then continuous improvement. 

Done well, chatbots can not only enhance your customer experience, they can also play a key role in both acquiring and retaining customers. Let’s take a deep dive into chatbots to see how they could work for your business.

What are chatbots?

Most of us have had at least a couple of encounters with a chatbot, but just in case you’re not sure what we’re talking about…

A chatbot is a computer program that simulates human conversation. The bot appears on a website, either popping up on every page across the site, or on specific pages, where website users can start a conversation. They might be looking for information on a business’ opening hours, want to find out how to return an order, or need to make a complaint.

The bot can then either signpost them to the right place to find the information they need, or pass them onto a team member to handle the conversation. 

You can customise your bot to suit the needs of both your business and customers so it saves your team time and effort, and helps your customers to find the right solution faster.

The rise of the bot

Chatbots are becoming increasingly popular. HubSpot’s Not Another State of Marketing Report 2021 found that the use of chatbots has more than doubled since 2020, with a third of all marketers now using them. 

But it’s not just marketers that should sit up and take notice of chatbots, as customers are increasingly expecting to see them across the board on websites they visit. A study by Conversocial found that 48% of customers are comfortable using bots, and 71% said that they’d be happy to use a bot if it meant they had a better experience. 

What’s more, HubSpot found that 40% of customers don’t mind whether they talk to a human support advisor or a chatbot, as long as they get the support they need. But that support needs to come quickly. When it comes to response times, 90% of customers state that an “immediate” response is either important or very important when they have a customer service question. And by “immediate”, they mean 10 minutes or less – at least according to 60% of customers.

A chatbot offers the best opportunity for you to meet those tight deadlines. Rather than forcing your customers to listen to hold music whilst waiting to speak to a customer support agent on the phone, a chatbot could work out what they want, direct them towards the information they need, and retain a happy customer.

It’ll make you happier as a business owner, too. IBM found that chatbots can save businesses up to 30% on their customer support costs, thanks to automation. With a chatbot, you can quickly qualify leads, book meetings and create support tickets, freeing up time so you can focus on other things.

What is conversation marketing?

Looking for another reason to add a bot to your website? Conversational marketing. It’s a new way of marketing that speaks directly to customers, using artificial intelligence (including chatbots) to make traditional marketing more interactive. Think about it: traditionally, sales people have “the gift of the gab”. So why shouldn’t your website be able to interact with people in the same way? 

For conversational marketing to be effective, the conversations need to happen on the customer’s time. That means being available for them whenever suits them, whether that’s at 7am or 11pm.

Using a chatbot on your site allows customers to ask questions, allowing you to find out what they’re looking for in their own words. Over time, you’ll gather more information both about individual users and trends across your customer base. If you see, for example, that five people a day are having trouble trying to apply a discount code they’ve been sent, then you’ll know that’s a pain point and you need to review your messaging to ensure that all users know what to do without having to get in touch.

Compared to website forms, chatbots allow you to collect customer information in a more natural way. This feeling of comfort and familiarity with your brand could get you more business, as evidenced by HubSpot itself. When it added live chat to its site, the brand attracted 20% more qualified leads.

But, of course, it needs to be personalised for it to work well. If you were reaching out to a friend for support, you wouldn’t expect to have to tell them your name, and repeat the details of your problem every time you spoke. The same is true for customers when they reach out to your business. If you don’t personalise your interactions with users, you run the risk of annoying them and losing them as a customer or not gaining them as a new customer. 

Personalisation and contextualisation based on what you already know about your customers (thanks to information they provide and data already recorded in your CRM) are key to offering a good chatbot experience.

How you can use HubSpot bots on your website

We feel every site should have a chatbot now and that they should be playing a key role in your sales and customer retention strategies. If you use HubSpot, it’s easy to add a bot to your site – and here are just some of its capabilities:

  • Serve different chatbots to different people 
  • Serve different chatbots on different pages across your site, or only target specific pages with a bot
  • Add users to a subscriber list after they offer their information
  • Become more personalised over time to further improve their effectiveness
  • Allow seamless pass off to human agents as required

You can also use the chatbot in combination with  a self-serve knowledge base or a FAQ section, offering customers the ability to find information in the way that suits them best.


Hannah, Attacat’s Inbound Marketing Manager, shows how you can easily create a chat in HubSpot.

 

If you would like to see other videos of our favourite HubSpot features, just click on the link.

Sign Up Here

 


 

Giving bright enthusiastic graduates their first break has been a long time passion of Tim’s.

“ I feel that there are two schools of thought about hiring people with no previous experience. The first is to make sure that anyone without experience gets nowhere near client projects. The alternative view is that they will learn much more quickly if they are involved at the outset. In fact we’ve found that they often bring new ideas to the table. Our experience of employing graduates has been a very positive one and is supported by our clients too.”

Last year, in the depths of the second lockdown* and at a time when graduate prospects didn’t look all that great, we were able to create two more graduate jobs.  One year on we now have two rising stars: Ryan and Marlena.

We thought you’d like to learn a bit more about them and see what they’ve been up to since they joined from Edinburgh University Business School.

Marlena Vollmer

“I joined Attacat as a graduate and was immediately impressed with the support and trust I was given from Day 1. Despite Covid-19, I feel that I have had the chance to get to know and connect with my colleagues. But what really sets Attacat apart is how everyone is treated as an individual.

I feel heard – my opinions and ideas are welcomed, my needs are met, and my career path is guided by my strengths and interests. Progression is not a rigid path and instead adapted to a person’s career goals, making it the perfect place to grow and be challenged.

I am so appreciative of the time I am spending at Attacat, as I have been able to learn more about myself and experience what a healthy and exciting work environment looks like.”

Ryan Lees

“Looking back on my time with Attacat so far, it’s clear to see just how much I have come on within PPC. From day one I was welcomed into and made feel a part of the team. It sounds a cliché, but it really is a friendly and helpful culture within the workplace.

Everyone is willing to help others when needed and the social aspect to the office is a real bonus. What sets Attacat apart for me is that you can choose your own path here, you may start in PPC but you can change and transition to working with the Organic team or the tech side of things.

There really are no limits for what you can do with Attacat, within reason – although, the coffee machine in the kitchen could be the start of your barista passion! Regardless of whether you want to transition into a new area within the company or really hone your skills in a specific area, Attacat is there to support you with the Learning & Development on offer. Ultimately, working with Attacat is what you make of it but you can be certain that when working here you will grow your skills exponentially.”

If you haven’t already had the chance to meet Marlena or Ryan, we’ll introduce you the next time you’re in our office. We’re sure you will be just as impressed as we have been.  And if you are currently studying but looking for your next work opportunity, get in touch.

As businesses, we need to evaluate our digital marketing plans on a regular basis. We need to ask ourselves how effective we are and could we be more efficient. In other words, are we spending time and money doing the right things and, when we are, could we achieve even more with the time and resources we have?

Here are three different angles to look at your existing digital marketing plan from.

1. What are your metrics saying about current performance?

Across all your digital marketing activity, what is working for you and what is not? Use the data to give you the objective view.

Data is the key to measuring effectiveness because you can not only see how you are performing against any KPIs you have set,  you can often also measure against industry standards too.

For assessing channels, we’ve always been big fans of metrics that get as close to the money as practical.  In ecommerce we focus on revenue generated (and better still profit, cost of customer acquisition and customer lifetime value).  When leads are the lifeblood of the business it’s about doing what you can to tie leads to those same metrics.

Good old fashioned funnel metrics are also interesting. What are your conversion rates telling you and where are you seeing the drop-offs in the process?

It’s also important to consider more forward looking indicators that give an indication of the momentum you are building up.  In most cases here, it’s the trend you are interested in. Falling numbers spell future trouble, rising numbers indicate glory is around the corner.

Here’s some specific momentum metrics to think about: 

  • Click-through rate (CTR) is great because it works across landing pages, emails and ads and will measure the percent of people who click on a link
  • Social media engagement such as likes and replies (preferable to the number of followers!)
  • Active subscribers
  • Active customers, and possibly the most important of all, Net Promoter Score

Make measurement part of your regular marketing activity and look for incremental gain rather big shifts. Be ruthless and honest too.

 

2. Are we making best use of all our resources?

In marketing terms, your resources are person hours, budget and existing assets. It is really important to make effective and efficient use of them all.

Person hours

For your people’s time, “Eliminate, automate or outsource” is a useful process to go through. Get your team to look at all the work they are doing and put it through these three tests:

  • Test 1 – Eliminate
    Ask “Can I eliminate this work?” i.e. does doing this bit of work actually deliver a result? We’ve all come across plenty of situations where work is done because “we’ve always done this”!

    If the work is delivering value then go to the next test.

  • Test 2 – Automate
    “Can I automate this bit of work?”. If so do it!  But failing that go to test 3

  • Test 3 – Outsource
    Would outsourcing this work deliver a better return than it being done in house. Don’t forget to consider the opportunity cost of your team not being able to deliver what only they are able to deliver in this analysis.

Budgets

For budgets, data measurement as previously mentioned is clearly one way of calculating what is working for your business and what is not and potentially deploying a budget to other actions.

Assets

This is the category of resource that is most often overlooked.  You will have several assets that can be leveraged, often with very little cost and frequently delivering returns. Some examples include:

  • Your existing web presence – every article, video, pdf to name but a few has the potential to be repurposed and reused.  Even small pieces of content can be packaged up as so called “snippets”. An example is the link to an appointment calendar at the bottom of this article. It is set-up as a snippet and can be added to all relevant content.
  • Training materials – could they be repacked into an online resource for your customers?  Likewise customer service playbooks and knowledge bases – can you get them online and opened up to search engines?
  • Event content – you did video that amazing event you did last month didn’t you?!
  • Software and digital services – do you have anything behind closed doors that could be, with a little work, polished up and made available online to more of your potential customers?
  • Your products – do you have products that have a high perceived value but a low cost to you?
  • The other teams in your business. Sometimes some small shifts in mindset or changed habits from other people in your business can begin to add a lot to your digital presence. For example your customer service agents and sales people will be explaining things to customers everyday. Going a little bit further and using those customer questions as triggers, to write something down for a webpage or record a quick video, can start to create large volumes of useful content that can be used as part of your SEO for example. 
  • Your customers – do you have large numbers of raving fans that you aren’t asking for reviews? Or could help out your other customers?
  • Your buildings – do you have under-utilised space? It’s no coincidence that BMW offers BMW owners free coffee whenever they want it and banks create co-working spaces. We offer our spare desks to our clients to use whenever they are in Edinburgh. It all contributes to the marketing in one way or another
  • Your partners – everyone from your suppliers to your CSR partners are people that have the potential to help you.  They may be able to offer competition prizes or exposure to their audience for example?

 

3. Have we got the right system infrastructure?

Does your company have the system infrastructure to deliver effectiveness and efficiency? For many businesses that have evolved their digital marketing over time, they have acquired a number of different applications for the different tasks. That might include a dedicated email platform, a social media aggregator, an ecommerce platform and a live chat app for example.

All work well independently but are they holding back your growth by slowing your team down?

Many businesses are hampered by the difficulty of collating data and information across different systems and an inability to see a complete picture of how the marketing activity is performing in the context of the entire customer lifecycle journey. 

Do your systems allow you to meet the expectations of seamless customer service? Is your marketing team seen as an ally of your sales and customer service teams and vice versa? Can you deploy content and offer service quickly across websites, email, chat and social platforms? Can you automate activities based on what your customers do on your website or any other channel? Can you personalise all these channels?

If the answer to any of these questions is no, then that’s an indication that your marketing plan is likely to be held back by your systems.  Of course it may not be practical or sensible to have all these capabilities straight away but it does make sense to work out what you do need and what you are likely to need and build from there.

If you have been speaking to us at all in the last few years or beyond then you will of course know that we believe the key is having a CRM (Customer Relationship Management) based system at the heart of your digital presence. 

 

Summary

The truth is that carrying out the above evaluation will probably raise more questions than it answers, but that is a good thing. Answering the difficult questions about both your effectiveness and efficiency will undoubtedly point your digital marketing activity in the right direction. It might just need a tweak to your original plan or it might need a total reset.

Whatever the requirement is, it will be time well spent. If there is something you would like to know more about, please just ask.

 Book a meeting

HubSpot integrations are one of the platform’s secret weapons. If you’re currently using lots of different tools and having to jump between platforms, or need to manually compile data from different sources, then HubSpot integrations are the solution to your problems.

Integrations on HubSpot connect different platforms, giving you easier access to multiple data points and helping your different departments to work together better as a team. But what are the best integrations? Let’s take a look.

What does HubSpot integrate with?

HubSpot integrates with hundreds of different third-party applications, making it easier for these platforms to share information with HubSpot – and vice versa. Integrating HubSpot with other types of software is useful for businesses of every size and in every vertical. Whether you’re focused on selling products and services, need to connect with your customers, or want to optimise workflows across your company, there are HubSpot integrations to benefit you.

Best HubSpot integrations

Of course, the best integrations for you will depend on your needs, and whether you need software to power up your sales team, simplify your marketing efforts, make analytics easier, improve workflow, or support with content creation. But to get you started, here are some of our favourites, chosen from over 900 integrations available in the HubSpot App Ecosystem.

PandaDoc

PandaDoc and HubSpots native integration allows you to generate and edit sales collateral, contracts and other documents directly from HubSpot. It allows your Sales & Account Management team to pull Deal, Contact & Company information such as address, name & deal amount directly into your proposals.

Combined with eSignatures, this integration can enable Sales rep to automate reminders to necessary team members as soon as the eSignature has been completed, streamlining the handover process between Sales & Delivery.

With detailed analytics and tracking, on the number of views, opens & clicks you can have full visibility over the performance of each document.

This is a great integration for Marketers that send out a lot of guides & brochures as well as Sales reps with their proposals and quotes.

HubSpot calendar integration

You can sync HubSpot to either your Google Calendar or Outlook Calendar, meaning that

you can create a meeting in your CRM, create a calendar event for the meeting and send invites, all from HubSpot.

Similarly, if you create an event in either your Google or Outlook Calendar with someone who’s a contact in HubSpot, it’ll appear in their contact record timeline. With the HubSpot meetings tool, your prospects can simply pop onto your calendar and book out a meeting slot that works for both of you, saving you both from back-and-forth emails about potential meeting times.

If you use Calendly for appointment scheduling, you can also integrate it with HubSpot, allowing you to embed Calendly onto your HubSpot website and in emails. Any time a meeting is created, rescheduled or cancelled, it’ll automatically update the information in HubSpot.

This is great for Sales Managers, who are now able to attribute the impact of different types of meetings to each and every closed or lost deal in HubSpot.

LinkedIn Sales Navigator

LinkedIn is a powerful tool for sales reps, and the LinkedIn Sales Navigator helps you to keep up to date with all of your contacts, allowing you to message people outside of your contacts, conduct advanced searches, and create custom account lists.

If you use HubSpot Sales Hub, you can integrate LinkedIn Sales Navigator to get all of the tool’s features within the CRM, making it easier to make new connections and follow up with your existing ones, without having to switch between platforms. You’ll also Get LinkedIn Sales Navigator information like recommended leads and connections on your HubSpot company records, helping you to better understand your key accounts.

Xero

If you use Xero for your accounting, why not integrate it with HubSpot? Doing so will ensure you have a full overview of your cash flow from within your CRM. It makes life easier when your sales team can create invoices directly from HubSpot, knowing that they’ll be automatically synced to Xero for approval from your accounts team.

With the integration, your Xero contacts will be available in HubSpot making it easier to keep on top of inbound sales and ensuring any changes automatically get pulled through to your CRM so you don’t lose valuable information or waste time making manual updates. Having an overview of where your customers and prospects sit helps your sales and customer service teams to determine whether there’s an up- or cross-sell opportunity.

If you are an Account Manager or Customer Service Rep who needs to be able to see at a glance if your customers are up to date on all their payments, or when their next payment is due then this is a really useful integration. Removing the need for you to jump between systems.

Salesforce

Salesforce, like HubSpot, is a CRM – so you might be wondering, why would you need to integrate two rival platforms? Well, if your marketing team uses HubSpot but your sales team uses Salesforce, it’ll make life easier for both departments if you sync them up to ensure that data is shared and any changes are automatically synced between platforms.

Syncing up these two platforms could be what you need to close the loop between your sales and marketing teams, ensuring they stay aligned and working towards the same common goals. You can use the data from your Salesforce contacts to personalise marketing emails or to segment your database, and you’ll be able to tie specific marketing campaigns to revenue with better insights into your leads and wins.

OrgChartHub

If you struggle to keep on top of who’s who for your different prospects and client accounts, then you need OrgChartHub. You can build organisational charts for each of your accounts within the HubSpot CRM, and every member of your team can easily add and edit the charts without having to switch logins or platforms.

Integrating the two means you can easily add any HubSpot contact properties to your cards to give your team extra insights, and you’ll be able to monitor sales and marketing activity across stakeholders and accounts using activity heatmaps. This makes it easy to spot anywhere you might be over- or under-servicing clients or prospects.

Slack

If you use Slack to communicate with colleagues, then integrating it with HubSpot will make your life much easier. As well as getting HubSpot notifications directly in Slack, you can also create a task and associate it with a contact, company or deal in HubSpot from Slack without having to switch platforms.

Integrating the two platforms will make it easier for you to link up the dialogue happening internally with what your sales pipeline looks like. You’ll also be able to save time when you’re on the move by using slash commands to search for and share a HubSpot CRM contact – perfect when one of your reps is en route to a meeting and needs as much information about the attendees as possible!

Shopify

Shopify & HubSpot are able to integrate seamlessly, enabling you to bring inbound into your marketing mix. Allowing you to analyse your shopify data in HubSpot, the integration brings with it a suite of reports, including average order value, lifetime order value & abandoned cart recovery rate.

Use shopify data to segment audiences for email marketing & ad audiences to deliver a personalised experience to all of your customers. Use the combination of Shopify & HubSpot data to report on the impact of your sales team in driving e-commerce sales via Shopify & vice versa.

WhatsApp Integration

With more and more businesses using WhatsApp as a communication channel, it’s important that you can now integrate those conversations with HubSpot. The WhatsApp integration allows you to communicate directly with your customers and record all support conversations on the HubSpot Contact timeline.

It will even integrate with HubSpot Workflows so that you can automate your WhatsApp communications. You will also be able to receive notifications for new messages from WhatsApp which can add leads to the HubSpot CRM.

HubSpot PayPal integration

Although HubSpot announced new native payment processing at their INBOUND 21 conference, this is currently only available in the USA. Until it’s rolled out to the rest of the world, consider integrating HubSpot with DepositFix, which allows for payment via Stripe and PayPal.

DepositFix allows you to customise the payment process, all of which can be controlled via your CRM. Some of the things you’ll be able to do include:

  • Accept payment on your HubSpot landing pages, keeping clients on your website
  • Segment contacts in HubSpot using payment fields
  • Add custom fields to payment fields
  • Send receipts using HubSpot email workflows
  • Manage billing information within the CRM

Insycle Data Management

It’s important to keep on top of your contacts in HubSpot, otherwise, you’ll end up with incorrect data. Whether that’s due to user error or the passage of time, it’ll have an impact on your bottom line, with Gartner finding that the average financial impact of poor data quality on organisations was $15 million per year. Cleaning up your data will save time and improve employee efficiency, as well as improving customer satisfaction and making for more efficient, targeted marketing campaigns.

Insycle Data Management does the hard work for you by fixing data errors at the source. When you integrate it with HubSpot, you’ll be able to automatically fix incorrect data entries in HubSpot Workflows, merge duplicate contacts, and ensure entries are formatted properly. You’ll also be able to automate data clean up using schedules and workflow integration.


Interested in finding out more about integrations, or need a hand in getting them set up? Get in touch with us today for a chat about our HubSpot integration services.

 BOOK A DEMO

Adobe Campaign v HubSpot Marketing Hub

A recent survey by G2* carried out a comparison between the above two products which we think is of interest to people who are thinking about using marketing automation and analytics tools as part of their customer relationship management strategy.

Price shouldn’t always be the criteria, but one of the things that HubSpot does very well is allow SMEs to start using their marketing hub for free and pricing it as the business grows and needs more features. You can also have a free trial of any of their pricing models

Marketing Hub Free £0.   Marketing Hub Starter £38 Per Month.

Marketing Hub Professional £655 Per Month.  Marketing Hub Enterprise £2,624 Per Month.

HubSpot also makes this information available on their website whereas you need to get a quote from Adobe, and they don’t offer a free trial. So, it is difficult to compare the two products on price.

One other significant point to note is that the HubSpot platform is based on it being a CRM. In other words, if a business does not already have a customer database, it’s included in the HubSpot package. If a business does have a CRM, then HubSpot will likely be able to integrate with it too.

Adobe Campaign does not have a CRM built in.  Not an issue if the business already subscribes to Adobe Marketing Cloud – although that is only available as an enterprise solution. It is likely that it will be able to integrate with other CRMs although that will be an additional cost. If HubSpot was required to integrate with another CRM rather than using the inbuilt one, then there would be an additional cost for that integration as well.

Features Comparison

G2 looked at the following features and compared both products.

Email1 Email2 Email3

So, when it comes to using the platform as a marketing tool, it is clear that HubSpot scores better in every criterion compared to Adobe Campaign. Using the tool however is only part of the process and when it came to measuring the results, Adobe Campaign started to score better.

Email4 Email5 Email6

Then when it came to comparing the two as marketing automation platforms and the ability to integrate with other marketing automation software, then HubSpot once again scored better.

Email7 Email8

The final area of comparison considered all the above and asked which was rated the best across a number of criteria.

Email9

The above will come as no surprise to HubSpot users, as the business was started as a pure play marketing platform based around a CRM that targeted SMEs. It was therefore: always easy to set up, always easy to use, and always had exceptional support. On that basis it has grown into a hugely successful company in a relatively short space of time.

At Attacat, we are a HubSpot Platinum partner and would endorse the above. We’ve worked with many businesses from SMEs to large corporations, and yet to find a company that HubSpot can’t help to deliver better results across marketing, sales and service.

And because it started life as a dedicated marketing platform  it has always been possible to integrate existing software with HubSpot. This has been a big help to companies who already have invested in other platforms and don’t want to take a risk of ditching that for something completely new. In our experience, what tends to happen is that businesses do eventually migrate over to HubSpot because of its ease of use and therefore make a saving by only having to work with a single platform.

If you would like to discuss using HubSpot further as part of your marketing strategy, then please make an appointment and we’ll give you and your team a demonstration of the product in action.

BOOK A DEMO


* G2 is the world’s largest tech marketplace where businesses can discover, review, and manage the technology they need to reach their potential.


 

Still Growing…

Over the last few months we are delighted to welcome the following new clients into the fold:

The Royal Mint
Origin Fitness

We’ll tell you more about them in the new year.


View from the other side of the fence

Hannah Porter was working on the client side for many years before switching over to joining us. See what she thinks the main differences are.

Chat with Hannah November 21 from Attacat Internet Marketing on Vimeo.

 


Photo by Markus Spiske on Unsplash

Tech Thoughts: Make getting to grips with “consent” your New Year’s resolution

If January is a time to tackle what you keep putting off such as losing weight or getting fit, then what better time to get your digital marketing approach to privacy sorted out.  The good news is that it isn’t as hard as you think.

Here we set out a handful of simple(ish!) steps to ensure you have a consent process in place for the three digital marketing cornerstones that most businesses rely on, namely:

Analytics
Digital advertising
Email marketing (which is readily adaptable to other direct digital marketing such as chat, push notifications and SMS)

Here are five steps that we think everyone should
now be taking:

  1. Get a “Do not pass go” cookie banner that actually works
  2. Put clear privacy information wherever you collect email addresses and get a linked “preference centre”
  3. Make risk-based decisions on your approach to targeted advertising and analytics
  4. Draw up a privacy policy that is known and understood by management and customer facing teams
  5. Implement automated deletion of out of date contact information

 

Doing the above certainly does not guarantee full compliance. Hopefully though they are achievable steps that businesses can make a firm part of their early 2022 plans. We urge you to make this a key New Year’s resolution and of course would be happy to help you on that journey.


Another new face at Attacat

Lee McDonald

Lee has recently joined as a Data Specialist and is working on Google Analytics and HubSpot integrations. He decided to switch careers from the hospitality industry when COVID hit and went on CodeClan’s Data Analysis intensive 3 month course and has now joined us with his newly updated technical skills.

Away from work still enjoys beer (he brews his own) and travelling.


…And Still Recruiting

We’re not done yet. We are still looking for people to fill the following roles:

And generally we are on the lookout for anyone with experience of (and a passion for) HubSpot.

For more information on any of the above please visit https://www.attacat.co.uk/jobs

 


Sign up for our demos of HubSpot features

While some of you will already be aware of HubSpot’s features, they do update and launch new ones on a frequent basis. And while HubSpot’s own descriptions are excellent, we wanted to showcase them based on our own experience and highlight the tools across CRM, Marketing, Sales & Service Hub in action. These are the tools we use to increase productivity & efficiencies whilst also enhancing your customers & prospects experience.


Each of the features will be demonstrated in a short video and presented by the Attacat subject expert.  Examples include:

  • Snippets & templates
  • Conversation inbox and live chat
  • Landing page personalisation
  • Creating an ad

There will be a total of 8 short 2 minute videos, describing each feature and the benefits that it brings. If you are interested in signing up for these videos that will be released throughout January and February.

 


 

The last two years have seen a huge growth in retail ecommerce across the world – global online sales have grown by 11% year-on-year in Q3 2021 (Source: Salesforce’s Q3 2021 Shopping Index) – and while growth had been forecast, the pandemic has undoubtedly accelerated and significantly increased the scale of that growth.

While this has been good news in principle for ecommerce businesses, it has highlighted many challenges for the sector. In fact some of those challenges are causing businesses to falter rather than being able to exploit the opportunity. Here are some of those challenges that you may be all too familiar with.

Ecommerce Challenges

One of the outcomes of the pandemic and resultant growth of ecommerce is the increase in levels of customer expectation. The demands of the customer are now greater than ever. The customer desires low prices, next day delivery, instant comms with the business and 24/7 support.

If a business fails to meet these expectations, then there is very little loyalty shown by the customer and even less chance of them recommending the product or service to others.

At the same time ecommerce companies are facing their own challenges in addition to meeting customer expectations. The marketing team is being asked to grow market share by the business owners because the ecommerce sector is growing so quickly. They are being asked to do so without any increase in resources and at the same time having to cope with new privacy legislation as well as the increasing cost of customer acquisition.

The service team are being particularly challenged by customer demands and are struggling to meet them. In many cases this is due to the inability to track issues until they have been escalated. The likely cause is the use of different platforms which have been added as the company has grown. So they might have separate email, order tracking, livechat, social media channels all operating without the means to see the data collectively. The people responsible for each of the platforms may well be operating in their own silos too – and in some cases working from home will have extended this communication gap..

Add to this the problems caused by Brexit, global supply chain issues and driver shortages then it’s not difficult to see why some businesses are failing to take advantage of the growth in the ecommerce sector. Even giants such as online retailer ASOS are forecasting a significant downturn in their business.

Yet some businesses are clearly enjoying increased growth and market share. So what are they doing right?

There are a number of key factors to being successful in ecommerce in today’s climate.

 

Customer satisfaction is becoming a key differentiator in a very competitive marketplace

Firstly, making customer satisfaction the key metric of success is necessary as opposed to the volume of customers or new orders. This is a significant mindset shift for many businesses but ultimately is the main driver to growing the business. A satisfied customer is much more likely to repeat purchase and recommend the brand, product or service to others which in turn will help grow the customer base and sales.

If you want to measure customer satisfaction as a KPI, having a single customer view is a prerequisite. A single customer view (SCV) is a centralised platform where there is a holistic view of customers across the entire buyer’s journey. With an SCV, it’s possible to identify and track every interaction with current and prospective customers, which allows for the development of relevant and targeted strategies.

A single customer view combines information from every interaction your customer has with you whether that’s on your site, in email, on social media, with your  customer services team or in store. That information can be combined with data about their purchase history as well as information around demographics and other behaviours so you can get a full view of the entire customer journey from initial awareness all the way through to advocacy.

Once in place the SCV is also available to everyone in your company whether in a marketing, sales or service capacity which allows for far greater insights for the whole business.

In order to create the single customer view, a business needs a CRM-based platform that either provides all the functionality or one that can successfully integrate all existing platforms. Platforms such as Salesforce Pardot, Adobe Marketo, Salesforce Eloqua or HubSpot all do the above and depending on the scale of the business will determine the best fit.

Hubspot in particular targets the SME marketplace and is priced accordingly. It’s also designed to scale with the business so there is a low cost of entry with basic functionality that can go all the way to an enterprise level. This helps to de-risk a business that wants to move to a customer satisfaction model in a controlled and affordable way.

Hubspot can also integrate with other existing platforms so the move can be gradual rather than trying to do everything at once. A HubSpot license is usually less expensive than the collective cost of several alternative platforms so there can be a saving as well as digital transformation.

But no matter what your platform is, the same principles apply of being able to collate the data that is needed to give a single customer view and as a result being able to measure customer satisfaction.

 

Increased Touchpoints

Increasing the number of touchpoints for customers is another important factor in conversion success. It’s sometimes referred to as conversation marketing which essentially means allowing a prospective customer to talk with the seller at the point at which they are about to purchase. If there is any doubt in the prospect’s mind or they need clarification about the product or service, then they want to speak to the business. According to Forrester, 50% of adults will abandon a purchase if you can’t give them a quick answer to their question.

It would seem that most companies appear to make it increasingly difficult for anyone to get in touch with them but this is a mistake and only generates frustration for the prospect or customers. 

Frequently Asked Questions can partially help in dealing with issues of concern to the prospect but often they don’t have the patience. So apart from being able to man the switchboard 24/7, which is realistic only for the largest companies, what other options are available?

Chat is increasingly being used by businesses as a solution as it is a flexible option for most businesses. Although chat as a technology has been around for many years, its accelerated growth is doubtless due to the restrictions of people not being able to get to shops as a result of the pandemic.

But it has grown, and is now becoming the preferred means of getting in touch with companies ahead of social media, email and even by phone. Prospects like it because of the convenience, reduced wait times and the anonymity of it. 

More than that however, research shows that companies with chat have higher conversion rates of around 12% (Source: LTV Plus) and that 63% of customers are more likely to return to a website that has chat. (Source: Emarketer).  We can only see the use of chat continuing to increase.

 

We believe that the companies that are undoubtedly exploiting the e-commerce boom are those that have adopted customer satisfaction as a key metric and are focusing on the needs of their customers as a priority by using tools like chat. We also believe that by adopting this approach they will continue being successful even after the pandemic has gone and life returns to normal.

 


If you would like to learn more about any of the above, then please get in touch with us and we can organise a demonstration of some of the key features mentioned.

BOOK A MEETING