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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). 

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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.

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.

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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

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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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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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