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HubSpot’s July releases: The manager’s guide

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HubSpot's July releases: The manager's guide

July ‘s HubSpot releases include new ways to track spending, collaborate, manage cookies, leverage Conversational Intelligence and more. Here’s a friendly guide to them.

Identify over/under budget campaigns

The soon-to-be-released Campaign ROI feature includes a “campaign budgets” report to track which campaigns are over or under budget. It should help users allocate budgets and demonstrate ROI.

Campaign budgets has two new features: a numeric field and a currency setting. This is a marked improvement from the previous version which had a text box for inputting both the currency and numbers. This made impossible to use it as a calculated numeric field for reports.

Your team may need to complete clean-up work on past campaigns to use this field for historical reporting. Fill in the new budget field with the values from the old, read-only budget field before the old budget field disappears on September 8.


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Tracked terms automates

Voice conversations are rich sources of information and insight for managers, but they’re extremely difficult to mine. Few managers have time to join or listen to all of their team’s calls. The new tracked terms feature looks to help with that.

It lets users define phrases — tracked terms — that HubSpot’s conversation intelligence functionality can find. These terms can be set to trigger automated workflows (i.e., refer the contact to customer service for follow-up) or send her manager a notification (i.e., additional training is required). 

Creating lists based on tracked terms can make it easier and faster for your team to personalize outreach.

Read more about Conversational Intelligence Tracked Terms or watch this video.

Email collaboration feature (beta)

The Marketing Emails commenting feature allows teams to collaborate on email creative and settings. Modifications and corrections can be made more efficiently by adding comments and tagging other users on sections of emails. This is an improvement on the previous cumbersome process for reviewing and modifying email creative which usually required multiple browser tabs or windows.

In our previous release notes, we reported the commenting feature was expanding across more tools for better collaboration between teams, departments and managers.

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Watch this video about commenting

As a manager, you’re likely responsible for ensuring your team’s work complies with an alphabet soup of privacy laws that require blocking cookies until consent is given.

The cookie scanning feature lets you scan, categorize and block cookies until consent is received. It works on all cookies: external, third-party and HubSpot. 

If you don’t use this feature, HubSpot’s cookie banner will only manage cookies from HubSpot and native integrations.

Also. there is now a built-in dismiss button that closes the banner if your website does not use the “Require Opt-in” functionality. This option previously required custom code, so this release can improve both user and customer experience if it complies with applicable privacy policies.

Read more about scanning and managing cookies or watch this video

Read about using the cookie banner dismiss button.

Sign up for beta features yourself (beta)

How’s this for “meta”? HubSpot is rolling out (in beta) a feature that makes features in public beta more accessible.

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Super Admins will soon be able to opt-in to beta features themselves instead of contacting your HubSpot rep or locating buttons in obscure locations in the user interface. 

Have your Super Admin check out this video tutorial to get started. 


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Jen is the head of operations at Remotish, a HubSpot RevOps and WebOps agency. Her work includes creating plans, processes and programs such as a knowledge management program (wiki), a comprehensive employee onboarding program and a referral partner program that generates 45% of company revenue and earned her the 2022 Heroes of RevOps award from Revenue.io. She was a lesson professor for the HubSpot Revenue Operations certification, a RevOps correspondent at INBOUND2021 and a panelist on the INBOUND After Hours show and the MoPros Career Fair. Jen is currently writing a book about RevOps, to combine her love of research, writing and lifelong learning.

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MOps leaders as psychologists: The modern mind-readers

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MOps leaders as psychologists: The modern mind-readers

This four-part series presents a framework that describes the roles and responsibilities of marketing operations leaders. This part discusses MOps leaders as psychologists, in addition to their roles as modernizers (see part 1) and orchestrators (see part 2).

Exposure to marketing during my early educational journey was limited. With a heavy math/science background, I chose the “easy” path and majored in engineering. I struggled in advanced engineering classes but thrived in electives — communications, business, organizational behavior — which was a sign for my future in marketing.

Because of my engineering background, I was fortunate to get an opportunity to join GE Healthcare through its entry-level leadership development program. There I was exposed to magnetic resonance imaging (MRI). 

MRIs had become go-to diagnostic devices and subsequently were used in neuroscience. I was fascinated by their eventual application in fMRI: Functional MRI. These extensions helped us understand the most consequential medical mystery: how (and why) people do what they do.

fMRI uses the same underlying technology as conventional MRI, but the scanner and a medical contrast agent are used to detect increased blood flow in response to a stimulus in what is commonly referenced as “hot spots.”

fMRI reveals which of the brain’s processes “light up” when a person experiences different sensations, e.g., exposure to different images in common studies. As a result, we now know what parts of the brain are involved in making decisions.

Successful marketing ‘lights up’ customers’ brains

Traditional marketing campaigns and measurement left gaps in understanding how and why people choose to buy. We were dependent on aggregated data. 

With digital channels, we gain first-hand insights into an individual’s response to a stimulus, i.e., content. Here’s where the comparison picks up: 

  • We can observe nearly anything and everything that customers or prospects do digitally.
  • Most customers know that we can track (almost) everything that they do.
  • Because of that knowledge, customers expect contextual, value-based content, forcing marketing to provide more value in exchange for the permission to track.

Our goal as marketers is to make our customers and prospects “light up” with pleasure or satisfaction at each interaction. And, we now have the technology to track it. We are effectively reading minds — just as if it were an fMRI scan.

Here’s an overview of three of the primary psychology “tactics” that every marketer should know: 

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  • Priming is the attempt to trigger a subconscious reaction to stimuli that influences our conscious decisions. The most common application is in branding and first click-through impressions. If a customer continues their journey, then the use of aspirational product or service images in content are common priming approaches.
  • Social proof is perhaps the most common example, given the impact of word-of-mouth influence. It is commonly seen in product reviews and ratings. Content marketing often relies on case studies and customer testimonials to hear from “people like us.”
  • Anchoring refers to marketing’s role in pricing and discounting. Most decisions people make are relative to the initial set of information they have received.

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MOps leaders manage the mind-reading stack 

MOps leaders are modernizers that now manage the mind-reading martech stack. We then lead the orchestration efforts to analyze the response (the “scan” data) and “prescribe” the next steps of the campaign.

Two catalysts spawned the emergence for martech applications:

  • New channels that delivered stimulus (content) and collected responses: search, social media, retail commerce channels, etc.
  • Tools that organize and manage all of that response data, from foundational CRM platforms to marketing analytics and data enrichment.

These developments led to the new psychological skills that have become essential to the role of MOps leaders. 

Processing and interpreting intent data is an example. ZoomInfo illustrates how B2B marketers are accessing this capability. The company now provides buying signals to marketers based on their customers’ behaviors, in addition to the basic contact information that was the origin of its business. 

Intent data is already in widespread use. Six in 10 companies responding to a recent survey said they had or planned in the next year to implement intent measurement data solutions. 

The top challenges for effective intent data utilization fit squarely in the role/responsibilities of MOps leaders include:

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These trends support the conclusion of the first three parts of this series — that MOps leaders should aspire to be: 

  • Psychologists who elicit responses (i.e., “light up” the brains) of customers and prospects and interpret those signals for the business. 
  • Modernizers who adopt the technology that enables the activation of those signals.
  • Orchestrators who are cross-functional project managers and business partners with IT, legal and compliance.

Next time, I’ll complete the framework with a discussion of how the role of MOps leaders includes being a scientist, constantly testing and evaluating marketing efforts with teams of analytics specialists and data scientists. 

Editor’s note: This is the 3rd in a 4-part series. In case you missed them, part 1 (Modernizers) is here and part 2 (Orchestrators) is here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Milt is currently Director of Customer Experience at MSI Data, an industry-leading cloud software company that focuses on the value and productivity that customers can drive from adopting MSI’s service management solutions.

With nearly 30 years of leadership experience, Milt has focused on aligning service, marketing, sales, and IT processes around the customer journey. Milt started his career with GE, and led cross-functional initiatives in field service, software deployment, marketing, and digital transformation.
Following his time at GE, Milt led marketing operations at Connecture and HSA Bank, and he has always enjoyed being labeled one of the early digital marketing technologists. He has a BS in Electrical Engineering from UW Madison, and an MBA from Kellogg School of Management.

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In addition to his corporate leadership roles, Milt has been focused on contributing back to the marketing and regional community where he lives. He serves on multiple boards and is also an adjunct instructor for UW-Madison’s Digital Marketing Bootcamp. He also supports strategic clients through his advisory group, Mission MarTech LLC.

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