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Welcome to Episode 64 of HubShots!\n\nFull show notes are available here:\nhttp://hubshots.com/episode-64/\n\nWelcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. \n\nRecorded: Monday 19 December 2016 | Published: Friday 23 December 2016\n\nShot 1: Inbound Thought of the Year\nThinking back on 2016 and some of the key inbound learnings:\n\nCraig\u2019s biggest a-ha moment: Kipp Bodnar\u2019s approach to: \u201csolve for the problem\u201d\n\nhttp://hubshots.com/episode-40/\n\nIt has fundamentally changed our approach to everything \u2013 in business and in personal activities as well\n\nIan\u2019s biggest a-ha moment: I have to say that \u201csolve for the problem\u201d has been it. But to give you something different I would say \u201cbe informed, read up and deep dive into topics\u201d as that is how you learn and become a practitioner.\n\nShot 2: HubSpot Feature/Tip of the Year\nCraig\u2019s favourite new items in 2016:\n\nLead Flows \u2013 quickest wins we\u2019ve had lately\n\nIan\u2019s favourite new feature in 2016:\n\nHubSpot Projects\n\nShot 3: Pro Tip (Reminder) of the Week\nAnalysing content in HubSpot:\n\n- Check your Page Performance report (Under Reports menu)\n- Check the SEO optimisation of each page (start with your top 10 most popular pages)\n- Update the content for latest findings and accuracy\n- Update internal links to increase relevance and freshness\n- Update \u2018Last Updated\u2019 date \n- Add a tailored Lead Flow slide-in onto the page\n- Check the CTA results for the page and if needed create a variation to test the - - CTA against to increase click through and conversion\n\nShot 4: Opinion(s) of the Week\nA look at:\n\nWhat has changed in 2016\nWhat won\u2019t change in 2017\nHow to combine the two \u2013 with examples\nThinking about Artificial Intelligence\nPlanning for the new year should include some analysis of what is new, but also what isn\u2019t changing.\n\nWhat has changed in 2016\nFirst, a look at 2016 in terms of marketing and what is changing:\n\nhttps://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/\n\n- Digital advertising overtook TV advertising for the first time.\n- Facebook dominates attention and marketing dollars\n- VR and AR take off (eg Pokemon Go)\n- AI starts changing from science fiction to reality\n- Enterprises are all changing to be media companies as part of the offering\n- Martech gets huge \u2013 Microsoft purchased LinkedIn\n- Privacy, fake news, data collection, Native advertising guidelines\n\nWhat ISN\u2019T going to change in 2017\nThinking about what ISN\u2019T going to change in the next few years.\n\nRecall Jeff Bezos\u2019 advice:\n\nhttps://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change \n\n\nWhat things will remain constant for your customers?:\n\nProspects and customers want help and value and answers and solutions\n- They want quick response (consider whether you should invest in chat tools and the costs of having them managed)\n- They want trusted advisors, they want to feel safe\n- They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special\n- They want a good user experience\n\nArtificial Intelligence\nPaul Roetzer discusses AI in marketing:\n\nhttp://content.inbound.com/content/origins-of-the-marketing-intelligence-engine \n\nhttps://www.narrativescience.com/quill-engage \n\nhttps://www.quillengage.com/ \n\nIBM Watson is driving AI based products:\n\nhttps://www.ibm.com/watson/ \n\nEg their Customer Support tool is an example of where the industry is heading:\n\nhttps://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top \n\nShot 5: HubShots Resource of the Year\nInterviews with 7 Marketing Experts from HubSpot Sydney\n\nhttp://hubshots.com/the-hubspot-interviews \n\nWe will be updating this in 2017 with more information!\n\nShot 6: Quote of the Week\n\u201cChristmas is doing a little something extra for someone.\u201d\n~ Charles M. Schulz