In this webinar, we talk to solutions specialists at Hubspot who will provide insights on the latest marketing approaches and technologies that ecommerce businesses can leverage while expanding overseas. You’ll learn how companies partner with HubSpot to gain a greater market presence globally. 

Webinar Transcription

Thank you, everyone, for joining us today. We’re sorry, we’re a little bit behind. But, you know, given everything that’s going on, we’re so excited for this presentation. I think it’s really timely. You know, we’ve all been talking and really just agreed that this is a great time for all businesses to, kind of, look at what they’re doing, how they’re doing it, really utilize this time to, you know, see where things can be a little bit better.

And when all of this sort of madness is over, or at least has subsided a little bit, that we’re all better prepared, moving forward. So with that, hope you’re all staying healthy. And, you know, I think it’s important that we keep connected and conversations flowing. So this is CITC’s third Industry Innovations webinar.

As you may know, our goal in this series is to connect what’s happening on the global landscape to small and medium-sized businesses in California that are looking to grow their exports via e-commerce. So today we’re talking with Jessie Bryant, solutions partner specialist at HubSpot. They’re an industry leader in global digital marketing, sales and lead generation. We’ll get an insight into how e-commerce companies can leverage the latest marketing strategies and platforms to better enter and position themselves overseas.

And she’ll also give us a peek into HubSpot’s content management platform. So, Jessie, you and I have known each other for a while now and I’ve always appreciated the information that you shared. So I am really excited for your presentation. Please tell us a little bit about yourself, HubSpot, and what we need to know, particularly at this moment, so that businesses can keep moving forward and come out the end in a better place.

Jessie: Yes, of course. Thank you so much for the introduction. Again, apologies if you guys aren’t able to see me today. I even got here…we’ve been working from home for probably…I think I’ve been stuck in this house for the last two weeks now. So it’s been interesting, but I did at least, you know, shower for you all and put on a nice outfit.

But no, I’m glad we were still able to connect and kind of kick this off this week. Despite everything that’s been going on, we’ve been working together for a while now, you know, past half a year or so at least, and its exciting times. And for digital marketing, especially in the e-commerce space, right? So kind of how I wanted to kick things off. Today we’re going to run through a series of extensive agenda, but I want today to really be interactive. I’m gonna often call on, you know, maybe to put a question into the chat. Because, it is rapidly changing, right, and you guys are on the forefront, you know, with your businesses in the e-commerce space, and you see it on a day-to-day basis.

COVID-19 Impact

My role here specifically at HubSpot, we are a SaaS product, but my role specifically is I support our solutions providers. So what that means is they… Any service-based company that would support a HubSpot customer, I support them on our backend. So it could be, you know, a bunch of different things. My role could take a bunch of different shapes, if you will, but kind of to kick things off. Because as we look at just like the digital marketing space and in light of the coronavirus pandemic, it’s having a heavy impact on a lot of businesses. So I’m curious as to kind of kick things off, like, maybe somebody can provide a couple of examples of how you have felt this impact so far just in the last, you know, few weeks here. And feel free to throw it right in the chat or in the Q&A. See if we got anybody in here. Are you able to pull up the Q&A?

Woman: Yeah, I don’t think we have any responses just yet. But, you know, so I think the question to the group is, you know, what are you experiencing? What are some of the things that you’re seeing, and particularly from a marketing perspective? And so, both, you know, your sort of observations and maybe even concerns, as well as questions that you might have throughout the presentation, please go ahead and share those with us, either in the Q&A section or in the chat section. And, you know, Jessie, I think maybe what we can do is we can get to those as we move along and possibly towards the end of the presentation as well.

Jessie: Yeah, absolutely. So I’m going to kick it off, so at least for HubSpot, right, and for my roles, specifically, I had probably about 100 conversations the past 2 weeks. And it’s kind of within these conversations, and primarily, my conversations are with marketing agencies, right? But they could have a vast variety of clients. But it’s pretty much A or B, right, it’s positive or negative. And the outlook also is positive or negative.

And I think when you have a situation like this, those that were prepared have a really positive impact, a positive outlook on how they’re going to come out on the other end of this pandemic, and where the conversations have really been getting interesting, especially, you know, if we look at retail versus e-commerce or retail companies going into the e-commerce space, digital is now than ever more important, having an online system set up, online POS system, extremely important, having automated processes on the back end to make sure you’re really streamlined. And if you don’t have those, really, kind of, taking this time to make sure you kind of step back if business is slow, to put those systems in place so that you can be, you know, as we call it, I mean, we’ve just simply been saying winners and losers on the other end of it.

But making sure that, you know, you survive through this one and come out a winner on the next one. It can be easy to get wrapped up in the pandemic, right, it’s scary. Like I said, I haven’t left my house very much at all, maybe to go out on a run, but I find myself, you know, coming home and washing my hands every time I even just step outside. But in terms of, like, going to work and being at HubSpot, it’s business as usual because we’ve set ourselves up. We actually utilize our own platform from a marketing sales and service perspective. So it’s interesting, be your own best case study type of situation.

But if anybody has any additional feedback, what I put in here in this slide too, and we’ll share this with you guys, essentially, we pop it open here. This is just… I mean, granted, this is heavy e-commerce. But this was an interesting article by ClicZ, and I’m going to reference a variety of different platforms that you guys could be monitoring from…you know, in your day-to-day operations, to kind of have a good scope of what’s going on, especially as you think about, you know, expanding globally, potentially. But this one here, right, it’s digital marketing is now more important than ever, really good 30-second summary here. I’m going to leave it up here as to not talk at you all. But, essentially, it’s winners and losers, it’s making sure you’re set up for success. And if you aren’t set up for success today, it’s really taking a step back and utilizing your time to re-strategize. Nothing crazy. But it’s coming to that realization and often that starts with, “Hey, where are we as a business? Where do we want to go? And how do we get there because now we have the time to make those pivots if we need to?”


Curious. Anybody have any additional feedback there? I will share a bunch of articles in light of this, and if you have any questions to, like… We’ve put together, here at HubSpot, a variety of different resources for you guys to kind of stay in the know, how things are shaping up, what things are moving, what impacts certain industries are feeling. For instance, like if anybody is specific e-commerce to travel space or…what is another one? Even just service-based industries, right, that are more in-person. So think like house cleaners, restaurants, things of that nature, heavy impact if they don’t have any sort of digital precedence right now, or they weren’t set up to kind of communicate with their customer base. But moving from that, too, I don’t want to harp on it too much, I don’t think we have any questions or observations coming in. So I’ll kind of continue through. I will leave time at the end for an open Q&A, but kind of looking back here, too.

I think it sets us up for an interesting conversation of just like, okay, so a lot of businesses are experiencing this now. Like, where do we go? How do we pivot if we weren’t prepared? And I think in the e-commerce space, you’ve seen this kind of trend over the last five years, and this is a quote here from our Chief Marketing Officer at HubSpot. The small e-commerce companies are disruptors from the retail giants now, right? Because digital has kind of consumed the consumer, if you will.

It really gives new scaling companies a fighting chance and if they do it right, allows them to break through the noise. It allows them to get creative, reach their customer base where they’re at. You’ve seen the shift, obviously, and even like Instagram influencers, essentially. But it’s really an interesting time, and even here at HubSpot, like full transparency, we’ve been playing catch up in the e-commerce space because it’s been so rapidly changing. And it’s hard to conceptualize, okay, now that I am successful, where do I go next? And how do I make this scalable and repeatable so that we’re keeping our customers happy?

State of Ecommerce Marketing

Forward here, too. We’re going to start this webinar just with like the state of e-commerce today. I think it’s important to, kind of, if you are unaware, or if you haven’t really done a ton of research on just, you know, what is working, what isn’t working. We have over 70,000 customers here. I was about to say, if you imagine we have a lot of conversations across our sales floor and across our customer service floor, and what we’ve done is we’ve compiled ourselves what we call the 2020 marketing statistics.

These are some of the highlights, right? So, one, very simple, but I think it’s often overlooked as you scale is just having a secure website. Eighty-four percent of people, that’s a large number, if you have just that little red text, the top left corner of your website, if you have that, 84% of people are either not going to go to your website or simply not make a purchase because they don’t trust you. I know I get probably about, gosh, at this point, 7 to 10 unsolicited phone calls per day, same type of situation, right? We don’t trust anybody; we think that someone’s always trying to grab into our pocket.

So if your website’s not secure, kind of step one, make sure that you kind of just go back and do an audit on everything you currently have. Next is like, where is it going? Right? By 2021, when we think of global retail dollars, that’s really just e-commerce primarily, 4.5 trillion, what we call TAM, right? So adjustable market is really shifting primarily, majority, into the e-commerce space and into the digital space from your brick and mortar retail stores. We should see that kind of really, really pick up, especially going into next year, and over the next 12 months. It’s who’s gonna prepare themselves to be the most successful?

Who’s going to really define their target audience and put the systems in place that they need to, whether it be from a marketing perspective, or even just an operations perspective? So shipping, and handling, and HR, and onboarding if you are a B2B e-commerce company, extremely important, and we’ll dive into that throughout this webinar as well. And the final is just…and this is where it, kind of, it separates, with digital being so important. Only 69% of marketers across all companies are utilizing any sort of automation within their tech stack. So what I mean by automation, it can mean a bunch of different things.

Most of you probably think of a drip campaign or an email marketing campaign. But automation is process automation, as well. And there’s a variety of different ways that you can automate, you know, triggers to your POS, triggers to invoicing, triggers to a separate drip campaign, a bunch that we can dig into. We’re going to continue to go through it, but I will share with you our 2020 marketing statistics, as well as a couple of others outside of HubSpot that I think will be really interesting to you guys, is if I pull it up here… Forgive me, I’m definitely working from home and usually I’m in the office. So a little bit of a scramble here.

So if I pull in… let’s see here, two other websites I want to highlight. One is Crayon, so their state of competitive intelligence, I think this is going to be a really, really interesting place for all e-commerce companies across any industry, B2B, B2C, to kind of come in, sift through, and just kind of get the scope of the land, if you will, as you, kind of, look at your strategy for the next, you know, 12 to 18 months. Really comprehensive, ton of data in here, and half the battle, right, is outperforming to the person to the left and the right of you. I’m assuming the majority of you have some sort of competitor within this space, and what’s going to differentiate you is your strategy over the next year. So kind of digging in here, too. I won’t dive too much into it, again, review it. If you have any followup questions even after I send out this deck, I’m going to provide my contact information and I’m happy to chat about how things have been trending over the last few years.

And the other one is, as we all know, in the e-commerce space, these are…probably your note is Shopify Plus Global E-Commerce Guide. They too will dig into more so global expansion, really powerful. You’d like to say, like, “Hey, like, the next big place to be is Europe.” But I think it really depends on taking a step back and looking at your product. I think a big mistake that I’ve seen e-commerce companies make at least is they follow the trends to the tee and they don’t really take a step back and think about their target audience and where…and take the time to really set themselves up. Maybe it’s… And what we generally recommend is actually getting boots on the ground, getting surveys of your target audience within those countries, and strategically picking, you know, one by one where we want to expand into. HubSpot ourselves, you know, over the last 10 years, we’ve gone through this. Our first international office, if you will, we were going back and forth between Berlin and Dublin.

The power is that they really did a ton of research, and they actually ended up going with Dublin, and it’s been a huge win for our team. And we just opened up a huge new office there since then, because we’ve been very strategic about where we go and not going everywhere too fast. We’ve now expanded into… We’re in, let’s see, Berlin, Dublin, Singapore, Sydney. We just opened our first office in Bogota, Colombia. And you’re going to see, heavily, even just with remote capabilities, kind of like siloed office spaces that are a little bit smaller, because we can create remote teams. And I think kind of looping back to coronavirus is, like, this is a really good lesson in how you keep your own team streamlined so that, you know, you have these remote capabilities if something were to happen or just so that you can stretch your bandwidth a little bit, retain talent as you kind of expand your own team.

Email Marketing

So I’ll send those over to you. Kind of looping back here as well. Just one stat I wanted to pull out for you guys is the importance of email marketing. We’re gonna dig a lot into the tech stack and CRM and why that’s important. I know a lot of people still, you know, get their 30 emails every morning. I am one of those people that actually, more than I even probably turn on the TV and watch the news, actually go through, you know, what are my discount offers this week, which food subscription is giving me the better offer this week, whatever it might be. It could be a bunch of different things but that is the consumer today. They are on their mobile devices 24/7. They do have their email there.

They’re accessing that information when they want to, so it’s not invasive. They’ve opted in to receive that communication. And it can be really, really powerful if you do it in the correct way. The fun, interesting fact here to know is, essentially, if I pull it back up here, just looks a little bit bigger for you guys, is when a consumer opts in to email or to receiving communication from an e-commerce business today or any business today, essentially, they’re coming in…they’re making about $42 for every dollar they spend on email. So whether that be salaries of their employees, whether that be, you know, the tech stack on the back end, for every dollar they’re spending on email marketing right now, they are producing approximately $42 to that dollar on average.

You can see across industries as well, travel is probably taking a heavy hit right now. But in general, like, if you look at e-commerce here in the middle, really, really steady there, and that’s kind of the industry standard, in approximately that $42 mark. Important for you to know as well, as we kind of go through this, is start to think about, okay, one, I need to take a look at my website, right so kind of, where are we today? Is my site secure? Also, like, what are our numbers? Like, do we have the capabilities to have closed-loop reporting and really dig in on our numbers to make sure that we’re spending the dollars appropriately? And there’s a variety of different reasons for that, one, we want to stay afloat. And sometimes to make more money you have to spend more money, too. And that requires, you know, making…or going after investors of some sorts, and they’re going to want to see the numbers, right? So make sure that you have a system in place for reporting and you really typed down on what your ROI is today or what your revenue and profit margins are.

Strategy & Planning

Now I’m going to take a quick sip of water here. We’re going to get into the strategy and planning piece. So we just kind of covered a ton. What I’m going to go back and do is just kind of leave this up here. We’re going to get into the strategy and planning piece. But after we kind of take a second, look back, dissect where we are, and we actually look at the trends that are happening today, now it’s, right, next steps, we gotta plan. Before we do anything else, we actually have to truly sit down, you know, whether you’re a whiteboard person, you know, pen and paper, whatever it is that works best for you, you got to start to really conceptualize, zoom out, and then dig in.

So this is just like a simple graphic, if you will, of e-commerce inbound. And all inbound is, yes, it’s, you know, your customers or your ideal prospects coming to you. But it’s really just more of creating a more personalized marketing strategy, right? It’s personal, it’s dynamic. It’s to whoever that individual is versus, you know, a wide cast net, or what we call, like, you know, you don’t know what you’re going to catch, essentially. We’re really being targeted with our approach. And that is going to go across a variety of different stages of the buyer’s journey, if you will. So someone that doesn’t know us at all, how would they find us, kind of question number one.

Question number two, someone that is familiar with us, how do we get them to actually convert and be more engaged with us and want to become a customer of ours? And then, too, once someone makes a purchase or they become, you know, a member, whatever it might be, whatever your model is, how are we utilizing them, keeping them happy, delighting them, engaging them, taking their feedback, so that we can pivot on the streamline so that they become evangelists or promoters, as we call them here at HubSpot? Because that is where the power is today. It’s word of mouth. The buzz is real, right? And if I’m thinking too just like…if you think about an interesting one is, like, what is the difference, like, you get that like a beanie hat, right?

So why would I buy a Love Your Melon hat versus, you know, a Herschel beanie? How have I engaged with each or who am I surrounded by? And what are they wearing? And how are they talking about their experience? And that’s probably what I’m going to tend to lean towards. I know it’s very general, but it is very important. Trust is very important. Reviews are very important, especially if you’re in the product space, as well. And if you have a super like high ASP, so average sales price, or lifetime value on your customer, so like a gym membership or any subscription-based e-commerce platform as well, they’re going to have a high lifetime value maybe low ASP. Or you think a high ASP might be like an Airstream, where it’s e-commerce based, but it’s, you know, it’s…they’re going to be buying a $15,000 mobile, essentially.

Really digging in, getting your team together. And I’m going to provide a bunch of resources, whether that be, you know, kind of a step by step template checklist. I’m going to put all of that together for you guys. One is a checklist, one is defining your target audience, and that might be… So, sorry about that. It’s gonna be a strategy checklist. What do we have today? Target audience, you know, ideal target audience, like, where are we going? Who’s next? Where are we going next? So that might be, you know, the European buyer, that might be the South American buyer, whatever it is, and then from there, how do we build it? What is the plan? And that is where it’s going to get a little bit more complicated. And we’re going to dig into kind of the non-negotiables.

CRM for Ecommerce

And that kind of starts with having a CRM, right? So a CRM is, essentially, for those of you that are unfamiliar, it’s just a central source of truth for any business, contact relationship management, customer relationship management. Whatever, buzzword, whatever C word you want to use, it’s just a central source of truth for all data that is related to your business. And the sooner that you can get data filtering into a CRM, even if you know it’s a lower level CRM, it’s not super complicated. We just want that data somewhere. And then we can always clean it up later on, segment it out if you can keep it super clean from day one, and scale within a system. You know, even more powerful, and we’ll go through some options you guys have and then… But day one, start tracking everything, essentially.

And that’s where the CRM makes it really easy to do. It’s going to check all your marketing opportunities. You’re going to be able to really dig into where ROI is coming from. Customer support. How can we make improvements? How do we make sure that a new product doesn’t come in and steamroll us, because our customers are so happy they’re going to stay with us? How can we automate routine tasks? Right? I might not be able to hire 10 people today. What are some technologies that I can utilize to make me feel like I’m five people, for instance? And then last is stakeholders, you know, shareholders, investors. We need data in order to be able to kind of, you know… I was watching Shark Tank, like, last night. We need data to be able to kind of go to those investors with some hard numbers and ask for more, with a clear path of how and why you need those dollars and what that return is going to be. So that’s kind of a little bit of why on the CRM side of things. As we kind of go forward, too… I’m going to give you a second here just to read this. Take about 20 seconds here, because we’re gonna really dig into the platform and how you do this on the back end.

Okay, so given that, right, CRM, basic number one, non-negotiable, you got to have one, day one. If you don’t have one today, there’s a variety of different options. Again, I’ll send those along to you. HubSmart, ourselves, we have a CRM that is entirely free to start. You can scale within the system. It’s really easy to export the data if you decide to go with another platform, that makes more sense for your business. But at the very least, if you’re worried about budget, it’s free. So it’s a nice place to start. The key here, as we kind of look at it, is the back part of this, right? It requires faster, more flexible, more agile solutions. You know, if it takes longer than three seconds for a site to load, you jump off and you go somewhere else. I’m sure we’ve all done it before. Flexible, right? If I don’t know where I’m going, and it’s really difficult to navigate, I’m probably going to also just get frustrated and X out, go to the next thing.


If I have a really bad onboarding experience or shipping takes forever, making sure that our solutions are agile, right? They’re fast, they’re agile. If I don’t get something, and I actually just cancel the subscription, right, because they told me 7 to 14 days, and you know, I was literally sitting there a month later and I said, “Nope, cancel everything.” This right here is gonna be really, really important. And it’s a crazy world out there. But I want you guys to know that there’s resources out there to help you navigate. So non-negotiables, I just kind of mentioned a couple of them. Just to kind of summarize them up here, responsive design. That’s the experience of the user, simple to use user interface, whether that be your website, whether that be how people communicate with you. It’s just really the experience of the prospect or the customer. That’s kind of one through three there. I’m going to provide some specific articles there for you to reference and the impact that each of those can have. And the fourth is the complete tech stack as soon as you can, right?

If you have the investment dollars, don’t play catch up. It can be a really, really, really frustrating time if you have to kind of take a step back and take apart your disparate tools and try and pull them all into one place. So if I’m going to recommend one thing at all, it’s really investing in your tech stack. After you complete your strategy, it should be relatively easy to kind of plug in the products that are going to make the most sense, but making sure you have every element of that tech stack. Automation, right? Spread yourselves as far as you can go as an individual or each employee, if you will. That also includes streamlining communication, making sure everything’s set up on the back end. From a billing perspective, that’s all included in automation, and then reporting, right? So we’re always pivoting, we’re always adjusting, something can happen. If you have really, really strong closed-loop reporting or attribution reporting, you’re going to be able to, say, for instance, you are a business, you are in the travel industry, and you were hit hard right now, if you had really solid reporting, you’re able to take a step back, really see where your dollars are making the most sense for you, and keeping your head above water and staying afloat through these difficult times. Reporting is really, really important there.

Now we’re going to really dig into, as we kind of pivot here as well, is actually, like, how HubSpot, specifically, we could help, but, too, all your options from a tech perspective. There’s a ton of tech consultants out there, even just within your own network here, I bet you there’s a person within this webinar that can answer or, you know, provide some sort of some advice. If you are ever going through a difficult, you know, situation or you don’t know where to go next or you don’t know the technology that might help you here or there, be as involved, you know, in different types of networks as you can. I know, for instance, like my role, specifically, I’m, you know, I’m in touch with a lot of marketing agencies. But I’m also, you know, out in California about four times a year, I’m based here in Boston.

I follow all the entrepreneur organizations, CEOs. I’m following a bunch of industry leaders or even just like the CITC. What type of content are they producing? How are the members of the CITC, how are they engaging with each other? What are some of their problems they’re seeing? Just so I could stay, you know, in the know. And I made some really good relationships that way that I’ve actually, you know, impacted HubSpot, and where we’ve pivoted our products. And this kind of goes back to step one of how HubSpot can help because we actually have a native integration with Shopify, right? So HubSpot as a platform, it used to just be marketing automation, but now it’s a full suite of services. It could take me probably about four and a half hours now, if I were to go through every product that you may need, but allows you to pick and play, right? So what I mean by pick and play, the platform itself, the CRM connects directly to your Shopify website or your Shopify store, your POS system.

And it allows it to be really, really easy for small businesses to win. Again, I put kind of that quote again from Kipp there. And then I’ve linked here to what that integration allows you to do. If you get a chance to pop this open, really, really powerful integration, and it’s going to give you a good look at the back end of HubSpot. So what HubSpot has done is, essentially, you know, day one, if you could plug HubSpot into your Shopify account, really simple process. And you could have four email drip campaigns already pre-built out for you out of the box, as well as closed-loop reporting for yourself to really dig in, out of the box as well.

Obviously, that’s going to take some time for that data to populate. But it’s really, really powerful. You can kind of be putting this all together from day one and hitting the ground running without much manpower or hours needed, at least getting that data filtering into one place. From there, too, you can see here, like, it’ll go into key benefits, exactly how you can segment the data, how you can start to personalize your outreach. There’s a ton more that we can get into on the HubSpot side of things, but are really, really powerful integration. We have a really strong partnership with Shopify.

Building the Tech Stack

Depending on which POS, CMS platform you utilize, we also have integrations with Magento, WooCommerce, BigCommerce, you know, all the major players, if you will. Some of the solutions that we tend to run into, some problems with and that you might have experienced in the past, it’s just like some of those free website builders and things of that nature, a little bit more difficult if you’re going to spend it on your website first, that is your salesperson when you’re an e-commerce company. So definitely, kind of, if you’re going to spend your dollars make sure you put it into Shopify or Magento or WooCommerce BigCommerce, one of those guys. It would be back here. Again, key benefits are put in there. Something that you can do. And then we’re going to go from there, right?

It’s building up the whole tech stack, so CRM, website, now what? Now what is everything else, right? Okay, how many of you have used MailChimp at a time or place, or CloudIO, or how many of you have utilized, let’s see here, QuickBooks Online, or FreshBooks, or Teamwork, or whatever it might be? The tech space in the marketing and sales world is absolutely insane. If you take a look at this here… Let me pull it up for you, guys.

Woman: And I’m just going to jump in really quickly because we have about 15 minutes left on the presentation, but if we go a little bit over, I think that should be fine. So if you all can stick with us for a little bit longer, that would be great.

Jessie: This is a neat little tool. It’s called Really, really powerful. A lot of you are thinking about how you build out your own individual tech stack, really, really neat tool. Essentially what StackShare does is they just allow companies to utilize this free tool where you can start to pretty much have like a product management tool or eval tool as you piece everything together. But it also is almost like crowdsourcing, right? So if you have a company that you are like, “Hey, they’ve done really well, they’re kind of similar to us, like, what are they utilizing?” You can actually come here and browse stats that are similar to your business. You could look at popular tech stacks. You can look at, hey, if we want to be the next, say, like Peloton in three years, you can come in and look at Peloton today and how they have progressed in their tech stack over a period of time. So like, for instance, like Pinterest, for instance, like currently, you know, they use 39 different tools within their tech stack. If you look at Uber, right, they use 59 different tools in their tech stack. It can be really, really, really, really, really, like, difficult to be like, “All right, well, what do I use?” And my answer to that is, it’s going to be different for all of you.

There are certain things that allow you to be more dynamic. And that all, again, will filter back to the CRM. So always start with CRM and website. From there, everything else is pretty much interchangeable. The other hard part will be, you know, what your accounting system is on the back end. But, again, if you have specific questions around building a tech stack that are one-off to your business, feel free to shoot them on over to me as well. Really neat in here, I’ll give you an example of one. Let’s see if we can find one that’s similar to all of you guys here. Now, let’s take a look at Shopify’s, for instance. So you can simply come in here and see E-commerce at Scale. And they’ve already created a tech stack that you can kind of explore in here, and recreate and then they talk about how they did it as well.

So there’s an article attached to it. They’re a little bit more in-depth. But if we go back, let me see here, actually, this is probably not the best example. Here. So this is everything that HubSpot…I mean that Shopify has utilized within their tech stack to operate their own business. Really, really cool. If you have someone you want to model yourself after in terms of like user experience, you know, or how fast they scaled, it can be a really powerful tool. And then as you kind of think about your own, you can actually utilize and build your own stack. So, for instance, if I go to my own profile here, I can create multiple different types of stacks. I can, you know, track different types of tools. If I looked at, like here, I just started playing around with one, like, really basic. I foresee that any scaling e-commerce company, for the most part, could do some sort of combination of Shopify HubSpot agendas and be relatively successful.

To kind of start off, let’s see here. Look at creative stack. You’re going to be able to come in here and, one, you can stay in your stack and just populate whatever you’re utilizing today. Skip it, let’s say a personal little tour of this. You can search all of the different tools that you could potentially be utilizing after you’ve kind of done some research on some similar tech stacks, to companies that you want to emulate. And then from there, the power of it all comes back… I want to, you know, save 10 minutes here, ton of information. I talked a lot at you guys, so apologies for that. But I know we didn’t have a ton of interaction in the Q&A, but it’s been some crazy times, and we’ll follow up with a bunch to kind of enable you all to be successful in whatever your next step is. I know we have a vast variety of businesses that have joined us today. So if you’re looking for something more specific or unique to you, feel free to reach out. This is an interesting case study of just how a small e-commerce, you know, essentially they wear baseball bats and baseball gloves, had scaled within the HubSpot platform, created their ideal tech stack, if you will. I always think it’s more powerful to put it right to an actual use case. So I’m going to play this here for you as well. And can you see the video and can you hear it? Let’s see here.


Woman: Jessie, I can see the video but we can’t hear it, I think.

Jessie: Can you guys hear that or no?

Woman: We can see it but we can’t hear it.

Jessie: Can you guys hear that video? All right, let’s see if we pull it up on YouTube if you guys can hear it this way better. Well, I’ll share it with you all. Unfortunate… Without the audio, it’s kind of useless, to be completely honest. But let’s open it up for Q&A. If there’s anything you guys want me to go back to, let me know as well, and I’m happy to do so.


Woman: Okay, Jessie, thank you so much. I’m not sure that you can hear me, but I’m hoping that everybody else can hear me. So, you know, really just want to open it up for any questions. I think you gave an amazing presentation. And, you know, I know we all are dealing with marketing on some level. And you and I really started speaking about that, you know, we met, what, now, about nine months ago or so, and really talking about my own, you know, marketing practice. And I think one of the things that… I’ll kick off the Q&A section, and one of the things that we’ve discussed, and that we talk about, even on my end, you know, with the people that I work with is, you know, so much of marketing in the last 5 years or so, 5 to 10 years, I mean, it’s always been data-driven, right, statistics.

Content vs. Data Strategies

And focus groups have always been a part of marketing for, I shouldn’t say always, but for a very long time. But particularly with technology in the last 5 to 10 years, it’s become so data-driven. So you mentioned that, you know, that a lot of the smaller e-commerce companies, in particular, have the ability to be disruptors and, you know, that there’s a lot of flexibility now in how you utilize your marketing, what kind of messaging you’re putting out, how you’re reaching your customer. What are your thoughts on the content-driven versus data have driven marketing strategy? Obviously, at some point, the two go hand in hand. But, you know, at what point do you tell the companies that are on the HubSpot platform, you know, when you should really be focusing on content and when you should really be focusing on what the data is telling you?

Jessie: Yeah, and I think if we don’t think about what we utilize on a day-to-day basis, why would we use… I always say, like, why would you use Uber or Lyft? Who was the disruptor? You know, why would we use Green Chef over, you know, Uber Eats that night? It’s all about experience, not necessarily the products. And that all ties back to data and how the consumer is interacting and how they want to live their day-to-day life. Obviously, e-commerce is a major role. I think I am probably the number one culprit for buying something on Amazon every single day, which is also, like, really important to note, is meeting people where they’re at. But as we kind of look at it, too… One second here. Can you guys hear me all right?

Woman: I can hear you. Yes.

Jessie: You really want to take a step back. If I’m going to give you like a kind of one, two, three here, it’s, what is the state of e-commerce today and consumers, how they’re buying, and how they want to be marketed to. Two, what do we have in place? What are we seeing? What is our data today? And then three, let’s open it up. Let’s put the tech in place to make that streamlined and aligned with the consumer because the consumer is king. They are driving why the smaller e-commerce business can be successful because they are super engaged if you’re doing it the right way. And because tech can kind of account for headcount at this point, it can make you a lot more competitive on a day-to-day basis and allow you to really truly go head to head with some of the major old school retail companies, like the Walmarts, if you will.

Woman: Because I know that HubSpot has some great information, I mean, free information, you know, on your website about not only statistics and trends and the marketplaces from, you know, industry to industry, even from region to region, I’ve utilized that quite a bit. And I know that you have a lot of how-tos and guidelines even for blog writing and that sort of thing. But, you know, I do want to kind of get back to this and maybe it’s a more personal answer that you give.

Jessie: It’s gonna depend on use, yeah, for sure. And I think that is…and e-commerce, right, can mean so many different things because e-commerce is B2B, it is B2C, it’s both. Like HubSpot, we would consider ourselves an e-commerce company. Check out us online, you could purchase the product. Obviously, in some instances, it’s a heavy B2B sale. But we do have a product marketing team that is pushing touchless purchases as well on the back end, so it really is customized. It’s getting a good grasp of your own state of being and where things are moving. And where you’re going to be successful is being a disruptor on the experience side of things, not necessarily on product innovation sometimes, right? It’s experience, sometimes it’s product innovation, but it’s not always. It’s those that are equipped to listen, and strategize and meet the prospect or customer where they are and what they’re asking for.

Customer Service

Woman: Yep, absolutely. And, as you were talking about that, I was thinking that, you know, I think when we look at trust, when we look at, you know, even if, let’s say a retailer, you know, an online retailer sends you, let’s say, the wrong product, you know, or they charge you something different, I think, just from personal experience, and probably a lot of other folks are experiencing this as well. You know, there’s a certain level of common sense that’s involved, right? That, okay, if you call that person up or that retailer up, and you say, “Look, you’ve sent me the wrong thing, you know, why did this happen?” It’s delayed, you know, the delivery or the receipt of whatever it is that you’ve needed.

Now if that retailer responds to you in a way that’s pleasing, and that makes your life easy from that point forward, and is willing to replace at no charge, they removed the shipping charges and somehow compensates for the time and energy that you’ve put into getting the wrong product and trying to get the right product, then very likely you’re going to go back to that retailer. You’re going to say, “Look, you really took care of me last time, I’m going to come back to you.” But if their approach to a mistake or something that didn’t quite work out well, obviously it depends on, you know, the context of the situation. But if their approach is different and they’re not really understanding of the hassle that they put you through, then you’re not going to go back to that retailer, you know. So, as you said, it is about not only the experience of the product or the service, but also of the customer service.

Jessie: My favorite, like, story, if you will, or company to look to for that exact use case is…I’m not sure if anybody’s familiar with Chewy. They do like pet supplies, they have one of the best stories in terms of how they have handled customer service and some of their…you know, they were scaling, they had some shipping hiccups, but they set it out the gate. Their return policy is literally keep it and we’re going to send you, you know, whatever it is that you were looking for, you get the same credit back.

And if like, for instance, a colleague of mine, he bought his dog a Halloween costume. It didn’t fit. And the Chewy’s team response was, “Hey, here’s the size that, you know, makes more sense. Give that other costume to somebody else. Tell them about your experience with Chewy, and it’s all good.” And they overnighted him the larger costume. That type of experience, like, he tells that story all the time. A picture of Calvin, his little gold Lab, has been sent around Halloween in a variety of HubSpot emails, from sales reps, I’m sure, but really, really valuable. Chewy’s made a lot of positive reviews and feedback and additional customers just from implementing that return policy.

Woman: Right, exactly. I mean, and I think that really goes for any retailer, right, in any space. But I think there is an added element of this trust issue with e-commerce because you’re not seeing that person, you know. You’re not seeing the salesperson, you’re not seeing the owner of the shop, you know, it is very much virtual and, at times, very impersonal. And in some cases, people really like that. And in other cases, you know, it does become an issue. But, yeah, so I totally agree that, you know, it is the experience that’s going to determine, ultimately, the success of your e-commerce operations over time.

Jessie: Yeah, I think one other side note on that, just because I think it’s important to note, is like Chewy is primarily direct to consumer. But like, for me, like, for instance, I’m a big Amazon Prime person. I’ve been burned before on the site. I think Amazon’s customer service is great. But I think if you are going to utilize a channel like that as well, that, I think, it’s really important to make sure that your process on the back end is prepared to handle any hiccups. Because now you’re not only answering for your product, but you’re answering for anything that Amazon might potentially, you know, have a hiccup with as well. So making sure you think about everything that can kind of potentially go wrong and just making sure that you’re prepared for those. We’ve all experienced it, right? So whether you’re direct to consumer or utilizing a channel that, I think, it still applies.

Email ROI

Woman: So just another quick question, you know, you had shown your email ROI graph. And so, you know, for every dollar that you spend, you know, a lot of e-commerce companies, on average, are making $42 on every email that goes out. I think that’s what you were saying, unless you were saying it’s per user.

Jessie: So it’s not per email. It’s per…like, so per dollar that you spend on your email marketing efforts. So that is, like, whatever…pretty much your email budget, right, your email marketing budget. So that might be whatever you spent on paying an employee an hourly rate to write that email. It’s all-encompassing. So every dollar you put into your email marketing budget, on average, right now across industries, it’s about a $42 return to a dollar.

Woman: Right, got it. And so, what I’m curious about there is, has HubSpot looked at and analyzed, you know, what’s driving that? I mean, it’s not just purely email, you know, it’s obviously content. It’s, you know, potentially the type of platform you’re using to reach your customers. And so, how much of that is the content side and how much of it is the tech side?

Jessie: Yeah, I think it’s picked up even more so again, like email. We all got into not paying attention to our email. But then we all kind of have the experience where we’re like, “Oh, my God, Everywhere I go, there’s an ad.” So we did opt in, essentially, right? And whether it be as you think about expanding globally, like, I’m not sure if you do a part of the series that includes, like, the legal component of it, but like GDPR in Europe, the California Data Protection Act. Everybody has to opt-in, essentially. If they don’t now, it’s coming across. It’s going to be spreading yourself out. So with people opting in, email becomes all more valuable, the timing of it, the messaging, the personalization. I think you need the technology with the data to be able to really make that email have a heavy impact. But I also think just the state of the market and the changing scope on the legal side of things when it comes to data has also kind of lend itself back to email being kind of the number one, I would say, alongside a proper, like, social, a social ad strategy.

Key Takeaways

Woman: So, you know, if there’s … particularly for e-commerce retailers, if there is one takeaway that you would give to our audience, what would it be? You know, as they’re moving forward, as they’re sort of retooling right now, what’s the one thing they absolutely need to know about e-commerce in 2020 and beyond?

Jessie: You are going to need to have all the data, right? If you don’t know how to segment it, there are plenty of service providers that can help. But it’s all going to come back to data and how you can really, really be streamlining your process. That’s got to be number one and that always goes back to CRM. So what do you choose for CRM, I think it’s going to be the most important because not only does that store all your data, allows you to make informed decisions, but also that CRM needs to connect to all the other technologies that you utilize, and will give you that flexibility to scale, you know, as you progress. So the CRM becomes kind of number one, I think. As you really start to think about it, take a deep look at that, at what you’re utilizing and what the capabilities are.


Woman: Got it. Well, thank you so much, Jessie. This was really, really interesting and very insightful. And, you know, we’ll try to have some of this information. And actually, you know, a lot of the…not a lot of them, all of the webinars are on the CITC website in the blog section, usually, within, you know, 24 hours of the webinar itself. So please do check back with us there. And just as some closing remarks, you know, we really would love for you to also just keep, you know, abreast of all of the COVID-19 news and information, and CITC also has their resources page. I put the link to that in the chat section.

Jessie: As well, too, I’m always sharing content. The easiest way to access that is just my LinkedIn here. Clearly, I’m a Boston sports fan. But yeah, feel free to reach out. And I’m always posting on, you know, what’s up to date, even, like, different types of business and industry leaders out in Southern California. I’m pretty active there. Super fast to respond as well. So feel free to find me, add me on there, shoot over any emails or messages or questions, but I’ll put my email in there as well. But this is probably the fastest way to get ahold of me.

Jessie’s LinkedIn:

Woman: Perfect. Yes. So you can certainly get in touch with Jessie via LinkedIn. You can look at the…as I was mentioning, the California International Trade Center website, the link to the COVID-19 resources page is there as well. And then also you might want to, you know, check out our partner project, California Export Connect, particularly if you’re a small or medium-sized business in California, that is looking to connect with other businesses, resources, vendors, suppliers, also very well versed in the export space. So thank you so very much, everyone, for being here today. It is, indeed, a crazy time. But I think just continuing to have conversations like this will just keep us all on our toes. And looking forward to talking with you individually if we have a chance. So, Jessie, thank you again.Jessie: Of course, thank you for having me. I really, really appreciate it.

Woman: Absolutely. And everyone, stay safe, stay healthy, and we’ll hopefully see you. Next month, we’ll be talking with Ernst & Young on automation, AI, and blockchain in global trading compliance. So we’ll look forward to seeing you at that webinar. So thank you, everyone. Take care. Have a good day.