Presentation from May 21, 2012 Cleveland HubSpot User Group meeting — Apps Over Apps. Slides include overview of HubSpot App Marketplace, analysis of four apps currently available and a Q&A with Steve Lazuka, the developer of Zerys Content Marketplace, HubSpot's App of the Year.

1. HubSpot Apps Over Apps
App Marketplace Review & Feedback
Cleveland HUG — May 21, 2012
Twitter: #CleHUG

2. Cleveland HUG Updates
• May 15, 2012: Launch of new Email System and Leads Database
• HubSpot Launches Brand New Email Software and Marketing Database
• PR 20/20 Blog Post:
http://www.pr2020.com/blog/hubspot-updates-new-email-tool-and-contact-
records
• HubSpot Pages Update
• Pages: New HubSpot Analytics
• Inbound 2012
• August 27-30, 2012
• Early-bird special — 10% off until June 1
• http://www.inboundconference.com/inbound-2012
Twitter: #CleHUG

3. App Marketplace
Twitter: #CleHUG

4. App Marketplace
• The HubSpot App Marketplace features nearly 50 third-party applications
that integrate external marketing tools with HubSpot’s marketing suite.
• Apps are classified under categories including:
• Content • Online Advertising
• Analytics • Collaboration
• CRM • Ecommerce
• Social Media • Email
• SEO • Mobile
• External Website

5. App Marketplace
• Today’s event will cover the following apps:
• Zerys Content Marketplace
• Eventbrite Integration
• Highrise CRM Integration
• Like to Download
• Each app will be reviewed by:
• Marketplace description
• How it works
• What’s noteworthy about the app’s functionality
• Suggestions for improvements
Twitter: #CleHUG

6. Zerys Content Marketplace
• Awarded “App of the Year” by HubSpot.
• Connects businesses with quality, custom content, written by experienced
writers with expert knowledge in your industry.
• How it works: http://www.zerys.com/how-it-works/
• Identify the content type you’re looking for. Zerys helps you identify and
select the best topics/titles to write about.
• Post your opportunity to the writer job board using SmartPost. SmartPost
is a reverse bid technology that guarantees you get the highest-rated
writer, at the lowest possible price. If you’ve used the service before, you
can share the opportunity with a writer on your Favorites List.
• Writers submit content for your review, which you can then approve,
request revisions or reject.
• Export or auto-publish your content.
Twitter: #CleHUG

7. Zerys Content Marketplace
• Select the content you’re looking for.
• Post it to the job board.
• Review submitted content.
• Approve, request edits or reject.
Twitter: #CleHUG

8. Zerys Content Marketplace
• Select content you’d like to purchase.
• Export content or publish directly to your blog through
HubSpot integration.
Twitter: #CleHUG

9. Zerys Content Marketplace
• What’s noteworthy:
• You only pay if you’re 100% satisfied.
• After you’ve used the marketplace, you can select favorite writers to use
in the future.
• Suggested improvements:
• The most frequent feedback received from the marketplace is the initial
difficulty in finding a high-quality writer during first use.
• With more than 20,000 writers available, it’s recommended that users
start with 10-20 writers initially, and take time to build relationships to
determine the best fit for your company, or your “go-to” writer.
Twitter: #CleHUG

10. Zerys Content Marketplace
• Q&A with Steve Lazuka
• What drove you to participate in the App Marketplace?
• What was your experience integrating Zerys with HubSpot’s
software?
• Where there any major challenges with coding, integration of portal or
pricing?
• What has feedback been like from customers?
• Are there any challenges you’ve seen, or foreseen changes to the
content marketplace that will improve user experience?
Twitter: #CleHUG

11. Eventbrite Integration
• App allows you to connect your Eventbrite Account with your HubSpot
Account.
• You'll be able bring your event attendees into HubSpot and then use HubSpot's
CRM tools in order to nurture them.
• How it works:
• Connect your Eventbrite account to connect event attendee information
with contacts in HubSpot marketing database.
• Analyze event success by attendees and revenue.
• Nurture contacts for future events.
Twitter: #CleHUG

12. Eventbrite Integration
• Connect with Eventbrite account to see all events.
• Select event to add attendees to HubSpot database.
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13. Eventbrite Integration
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14. Eventbrite Integration
• What’s noteworthy:
• Ability to analyze events and load contacts into HubSpot portal.
• Nurture leads loaded from Eventbrite to improve the success of future
events.
• Suggested improvements:
• Integration doesn’t enable you to track attendees that purchase multiple
tickets if they are free. You can see the revenue associated with tickets
that include a price value.
Twitter: #CleHUG

15. Highrise CRM
• Automatically copies leads, lead intelligence, reconversion events and
website visits to Highrise for use by sales team.
• Also copies won deals from Highrise into HubSpot, enabling closed-looped
analysis in sources.
• How it works:
• Connect HubSpot portal with Highrise account.
• Select settings for “Post to Highrise when leads reconvert via the
website,” and “Post to Highrise when leads visit the website.”
Twitter: #CleHUG

16. Highrise CRM
Twitter: #CleHUG

17. Highrise CRM
• What’s noteworthy:
• Enables closed-loop marketing analytics, and is a great solution for
small businesses that do not use Salesforce.
• Suggested improvements:
• Reviews of the app suggest adding automatic tagging and lead
nurturing/email integration. The ability to nurture leads through
HubSpot’s email tool and copy that information into Highrise would be a
great advantage.
Twitter: #CleHUG

18. Like to Download
• App enables marketers to gate content behind “Likes” on your site or
Facebook Fan Page.
• How it works:
• Create content available for download — i.e. ebook or white paper.
• Select the page URL or Facebook Fan Page you’d like to gate behind a
“Like” button.
• Select the “Thank you” page URL.
• Input the width of the button you’d like, as well as the color scheme.
Twitter: #CleHUG

19. Like to Download
• Create and select content to gate behind button.
• Create “Like” button with page URL.
• Copy and paste embed code on site.
Twitter: #CleHUG

20. Like to Download
• What’s noteworthy:
• Placing content behind a like button helps boost the number of people
who like your website of Facebook Page. People may be more likely to
“Like” a page than they would be to offer personal information.
• Helps drive social media traffic.
• Suggested improvements:
• Inflated social media likes from gated content might not be an accurate
reflection of brand or fan loyalty.
• From a marketing to sales perspective, gating content behind a “Like”
button does not provide you with lead information needed for nurturing
that individual through the sales process the way completing a form
would.
Twitter: #CleHUG

21. Thank You!
Dia Dalsky Steve Lazuka
(216) 812-3955 (440) 345-6705
dia@pr2020.com steve@zerys.com
@DiaDalsky @SteveLazuka
www.PR2020.com www.zerys.com