Greenville HUG 2018-06-28 Lots of examples of websites built on HubSpot COS

1. Building a Modern
B2B Website
Tricks and Tips from the Trenches
Greenville HUG - June 28, 2018
Kyle James
Digital Project Manager
SmartBug Media

2. Agenda
Start with Why
It’s all about Personas
Best Practices & Examples
HubDB Examples (If Time)
QA
2
1
2
3
4
5

3. 3
Start with Why01

4. 4
Simon Sinek - Start With Why - TED Talk Short Edited
https://www.youtube.com/watch?v=IPYeCltXpxw

5. 5
It’s all about Personas02

6. 6
Nobody cares what you do! They only
care about solving their own
problems.
--Kyle James

7. 7
A buyer persona is a representation of
your target customer. It’s a picture you
paint based on research and interviews
with actual customers. It goes beyond
basic demographics to include the
intangible elements that make a person
tick.
What is a Buyer
Persona?
If you can understand
who your buyers are
and what makes them
tick, this tells you what
to build.

8. Knowing Personas Help
Understand Buyer Problems → How to present your product as the solution
How they like to consume content → So you can communicate in their desired
channel
What info they need to make decisions → So you can create material that
gives them this
How they make sales decisions → So you can engage them properly
8

9. 9
■ Pillar page of content
■ Downloadable Guide
■ Persona Template
https://www.smartbugmedia.com/inb
ound-marketing-personas
Free Guide on
Personas

10. 10
Best Practices w/
Examples
03

11. Sticky Nav
11
https://www.rutter-net.com/ Improves User Experience by
■ Makes Navigation always
available
■ Always have a CTA viewable
■ Reduces importance of footer
■ Looks/Feels modern

12. Hero Background Videos
12
https://www.discmdgroup.com/ Improves User Experience by
■ Helps tell a story
■ Improves Interactive Feel
■ Personally I don‘t like them
(slows load times and is
distracting)

13. Social Proof
13
https://www.smartbugmedia.com/
Includes
■ Client logos
■ Testimonials
■ Case Studies
■ Reviews
https://www.tempo.io/

14. Why / How / What
14
https://www.keystonetechnologies.com/
Improves User Experience by
■ Speaks in visitor language
■ Streamlined

15. Resource Centers
15
https://www.topia.com/relocation-resources
Improves User Experience by
■ Help buyers trust you expertise
■ Helps them make decisions
■ “Customers are already 57%
through the purchase process
before they approach a supplier.”
source

16. CTAs on Pages
16
https://www.projectpals.com/
Improves User Experience by
■ Breaks up sections on a page
■ Improves page flow
■ Offering visitors next steps
■ Creates ACTION

17. Gated vs Ungated Content
17
https://www.smartbugmedia.com/inbound-marketing-personas
The Pillar Page Concept
■ Generating leads vs creating trust
and thought leadership
■ KNOW YOUR PERSONA
■ What is a pillar page -
https://blog.hubspot.com/marke
ting/what-is-a-pillar-page
http://www.wildwewander.com/diy-truck-camper

18. 18
1.
Always be testing. Run
analytic reports on a
schedule (Monthly) and
test hypothesis
2.
How much information do
you ask on a form to
complete a conversion?
Know your persona and
value of the offer.
3.
Digital “conversation
marketing” is getting a lot
of buzz. Are you staffed for
this and does it make
sense for your persona?
Additional Thoughts
Some additional things to tinker with

19. 19
HubDB04

20. HubDB has bridged the gap to allow HubSpot
hosted websites to close the gap on 95% of the
functionality you can do in other CMS systems
like WordPress.
20

21. HubDB Overview
21
HubDB is a flat table architecture that
allows for database type content to be
dynamically pulled and displayed on
pages hosted on HubSpot’s CMS.
HubDB is NOT a relational database
schema. Think more spreadsheet.
■ HubDB Help Documentation
■ HubDB API
■ HubDB Design Documentation

22. Partner Directory
22
https://www.tempo.io/partner-directory

23. Testimonials
23
https://www.smartbugmedia.com/

24. Events
24
https://www.beaconquality.com/ease-events-webinars

25. Resource Centers
25
https://www.pulsara.com/resources

26. Interactive Map
26
https://www.urolift.com/find-a-physician

27. Interactive Map
27
http://us.doubleapaper.com/store-locator

28. 28
Questions05

29. Thank you.