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Welcome to Episode 10 of HubShots!\n\nRecorded: Tuesday 08 December 2015\n\nFor show notes please visit: \nhttp://hubshots.com/episode-10/\n\nWelcome\n\nOur first podcast recording in the same location (usually it is all via Skype)\n\nShot 1: Inbound Thought of the Week\n\nInbound lives on because we are getting emails notifying us of new Inbound talks that were recorded at the conference being made available on the site.\neg: Don't Feed the Racists: Merredith Branscombe: http://www.inbound.com/blog/merredith-branscombe-bold-talks\n\nShot 2: HubSpot feature/tip of the Week\n\nUnderstand how HubSpot buckets together traffic in the sources report: http://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report#detailed_rules\n\ne.g. be careful when setting the ute parameters from paid search e.g. if you use banner or cpm (instead of cpc or ppc) as the medium they will get bucketed into Other instead of Paid Search\n\nShot 3: Challenge of the Week\n\nSetting up for this recording\n\nShot 4: Opinion of the Week\n\nWe look at the trends highlighted from three main industry leaders:\n\n1: http://www.forbes.com/sites/jenniferrooney/2015/11/20/the-five-marketing-trends-cmos-can-no-longer-ignore-in-2016\nJim Lecinski, VP Americas Customer Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will strengthen next year and beyond.\n\nMore on IoT but kinda vague:\n\nhttps://www.salesforce.com/blog/2014/03/internet-of-things-marketing-impact.html\nhttp://www.marketo.com/assets/uploads/The-Marketing-Power-of-The-Internet-of-Things.jpg\nhttp://www.salesforce.com/au/crm/internet-of-things/\n\nRemember Growth Driven Design: http://hubshots.com/episode-1/\n\n2: Interesting predictions: http://news.microsoft.com/features/from-ai-and-data-science-to-cryptography-microsoft-researchers-offer-16-predictions-for-16/\n\nLili Cheng\nDistinguished Engineer & General Manager, Microsoft Research NExT\n@lilich\n\nHow would you complete this sentence: 2016 will be the year that\u2026\n"'More kids\u2019 first jobs will be virtual rather than in a physical place. Over time, this will cause us to rethink the way we work, and the way we design our physical cities, neighborhoods and local communities."\n\nAction items: Marketing managers need to be prepared to use remote resources in the future\n\nhttp://marketingland.com/data-analytics-2016-industry-experts-weigh-153793\nJustin Cutroni: Author, Analytics Evangelist at Google\n\n\nHubSpot CRM is a very simple example of this - pulling in 3rd party data to enrich your own data.\n\nGoogle Analytics can import offline data sets into analytics, but make sure the data is not personally identifiable: https://support.google.com/analytics/answer/2838984?hl=en&utm_id=ad\n\nLook-alike audiences is another example of your own data being used with 3rd party data to provide access to more potential customers: https://www.facebook.com/business/help/164749007013531\n\nOur own observations on 'trends':\n\n1: Marketing managers are using personas and workflows more - they've known the concept for a while, but the trend is that they are now actually spending the time to craft and act on them.\n\n2: Trend - marketing is acquiring or keeping a customer, not just leads - end to end visibility\n\n3: The push for ROI trend\n\n4: Finally, brace yourself for the \u2018content marketing is dead\u2019 trend eg: http://www.inc.com/yoav-vilner/content-marketing-is-dead-long-live-interactive-content-marketing.html\n\nShot 5: General Tip of the Week\n\nTake away: think about what worked and how you can multiply that effect in 2016.\n\nShot 6: State of Inbound Item & Resource of the Week\n\nImpress your boss: http://www.hubspot.com/marketing-statistics\n\n\nShot 7: Resource of the Week\n\nGetting your marketing plan in place for 2016: http://blog.hubspot.com/marketing/content-marketing-plan