In this episode, Elizabeth tackles one of the biggest challenges marketers face—proving marketing ROI. Learn how to tie your efforts to revenue, work more effectively with your sales team, and use HubSpot to track the metrics that matter. Whether you're setting your 2025 marketing budget or simply trying to increase it, these practical tips on aver…

Join Elizabeth as she recaps her first INBOUND experience, sharing all the must-know updates from HubSpot’s new AI tools and the unforgettable keynote by Ryan Reynolds. Whether you're excited about Breeze, the Content Remix tool, or setting up custom dashboards for your team, this episode breaks it down in a relatable, easy-to-digest way. Discover …

In this episode, join Elizabeth as she prepares for her first-ever HubSpot INBOUND conference! 🚀 From navigating the event agenda and picking the best sessions (outside of seeing Ryan Reynolds, of course!) to leveraging the HubSpot app for seamless management, Elizabeth shares her top tips for making the most out of INBOUND 2024. 🎉 Discover how to …

In this episode, we’re sharing our top tips for staying on top of your tasks and teams while you’re on the move—like at a big conference such as INBOUND! 🚀📱 We’ll dive into how the HubSpot mobile app keeps you connected, from managing notifications to delegating tasks effortlessly. 🤳✨ Plus, we’ll discuss the power of integrating HubSpot with tools …

In this episode, we’re taking a look back at the highlights from HubSpot’s INBOUND 23 conference! 🎉 Join us as we recap the game-changing updates to HubSpot’s sales CRM, from the new Prospecting Workspace to AI-powered tools like Summarize and ChatSpot that make managing your contacts a breeze. 🧑‍💼💬 We’ll also revisit HubSpot’s AI capabilities for …

In today’s episode, where we're diving into the essentials of connecting your email sending domains in HubSpot! We'll walk you through the process step by step, starting from the HubSpot homepage and navigating straight to the email sending domains settings. We’ll talk about why verifying your domain is a must (hint: it keeps your emails out of spa…

Join Elizabeth for a lively chat about mastering your email game! 🎉 She spills the tea on why having the right people on your email list is a game-changer. From must-have delivery lists to essential suppression lists, Elizabeth breaks it all down with tips that'll make your email campaigns unstoppable. Discover how to keep your unsubscribe crew and…

In this episode of the The Web Canopy Studio Show, we're diving deep into the world of HubSpot with a focus on email templates and branding. Join us as we explore: The essential steps to set up a brand kit in HubSpot How to customize email footers for a polished, professional look Tips for personalizing default values for properties to make your em…

This video is about cleaning data in HubSpot, specifically focusing on removing and deduplicating data. Elizabeth emphasizes the importance of cleaning data and suggests a workflow of removing unnecessary data first before cleaning up the remaining data. She also provides tips on editing columns, creating lists of clients, unsubscribes, and bounces…

Join Tom Andrews and Elizabeth Winkelman as they tackle one of the biggest hurdles teams face when using HubSpot: adoption and change management. They discuss the fears and misconceptions that often accompany the implementation of a new tool and share strategies to encourage team buy-in and effective use of HubSpot’s features. From personalized tra…

In this episode of The Web Canopy Studio Show, Tom Andrews and Elizabeth Winkelman dive into one of the most prevalent issues businesses face in HubSpot: dirty data. They explore the importance of clean data, common mistakes users make, and practical steps to fix them. Elizabeth shares insights on custom properties, proper data management, and how …

Join Tom and Elizabeth as they dive deep into the essentials of finding and vetting the perfect HubSpot agency. Through a mix of candid conversations, practical tips, and real-world examples, they guide you through the intricate process of choosing the right agency for your business needs. Tom and Elizabeth break down the critical aspects of agency…

In this episode, Tom Andrews and Elizabeth Winkleman discuss the importance of feedback surveys and how to use the HubSpot survey tool effectively. They highlight the three standard survey types available in HubSpot: Net Promoter Score (NPS), Customer Satisfaction, and Customer Effort Score. They emphasize the need to set clear expectations and fol…

In this episode of the Web Canopy Studio Show, Tom and Elizabeth explore how to leverage HubSpot to significantly improve the customer experience across all touchpoints of your business. They discuss the seamless integration of sales, marketing, and customer service within HubSpot, offering tips on how to utilize its full suite of tools to maintain…

Join Tom and Elizabeth as they delve into the practical challenges and strategies for integrating HubSpot into existing sales workflows. This episode unpacks the real-world hesitations sales teams face when transitioning to new technologies like HubSpot, with a focus on overcoming resistance and streamlining processes. Whether you're a sales manage…

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back to show you a simple prompt you can plug into ChatGPT to get a highly detailed buyer persona in a matter of seconds. Elliott also reveals how to ask AI follow-up questions to drill deeper into your buyer persona, saving you hours (if not days or even weeks) on crafting this info…

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back, joining host Tom Andrews to discuss the importance of buyer personas. Most companies don’t understand the importance of a buyer persona deep dive, meaning they either skip it entirely or spend a couple of minutes putting together a basic persona based on simple demographics. Bi…

In this episode of the Web Canopy Studio Show, Tom is joined by Elliott Sitkins and Jason Smith to discuss the best use cases for AI when it comes to marketing. A lot of people are just throwing a quick prompt at Chat GPT and publishing what comes out, which often ends up sounding pretty robotic. But you're about to discover how to use AI to boost …

In this episode of the Web Canopy Studio Show, Elliott Sitkins is back to discuss how you can use HubSpot to squeeze the most juice out of your email marketing efforts. We cover: Why HubSpot’s email marketing tool is so effective for B2B companies How to use personalization tokens to build a better rapport with your recipients (and how NOT to use t…

In this episode of the Web Canopy Studio Show, join Tom Andrews and special guest Elliott Sitkins as they dive deep into the world of B2B email marketing. We cover copywriting tips, such as how to write in a personal manner that builds trust and familiarity, alongside email design best practices, including why using images might be damaging your em…

In this episode of the Web Canopy Studio Show, join Tom Andrews and special guest Jason Smith as they embark on a deep dive into the transformative world of landing page design. Fresh off a recording hiccup, they're here to share even more golden insights the second time around, promising a no-fluff journey to turning you into a design expert, even…

Host Tom Andrews is joined by Web Canopy Studio’s CEO, John Aikin, who explains 5 reasons why he prefers HubSpot to Salesforce, underscored by real-world experiences. From unexpected cereal mishaps during sales calls to a 1920s murder mystery adventure, this episode is a rollercoaster of professional insights and personal anecdotes. Whether you're …

This episode dives into the world of chatbots and their evolving role in sales strategies. We discuss the underutilized potential of chatbots on websites for guiding customers through the sales process without direct human intervention. We also explore how chatbots can be tailored to collect crucial customer data and provide personalized pricing in…

Host Tom Andrews is joined by Web Canopy Studio’s Elizabeth Winkelman for an extra special episode of The Web Canopy Studio Show. HubSpot has just announced its new Content Hub, which will help to make your content marketing easier and faster to do than ever before. This transformation marks a key moment in content marketing, introducing an all-in-…

In this episode, we dive deep into effective marketing strategies for engaging ideal customers through masterclass funnels and the significance of linguistic nuances in copywriting. We discuss the power of providing valuable content to build trust and credibility, ensuring that when prospects are ready to make a buying decision, they choose you. Th…

Welcome to a groundbreaking episode of The Web Canopy Studio Show, where you’re set to discover a revolution in B2B lead generation systems. In this episode, host Tom Andrews is joined by Web Canopy Studio’s CEO John Aikin to explore the transformative approach of “Marketing Backwards”. We’ll dive deep into the heart of sales and marketing alignmen…

Are you looking for new campaign ideas? Have your recent marketing campaigns started to fall flat? Are you ready to try new ideas that actually convert your contacts into paying customers? In this episode, John Aikin covers three unique campaign ideas that Web Canopy Studio uses to generate sales. Here is a sneak peek of what we cover: 🎯 Sell Small…

Are you stuck with a website that fails over and over again to convert your visitors? Is your messaging falling flat with what your audience really wants? Are you ready to make make the right adjustments to skyrocket your conversion rates? In this episode, John Aikin reveals the secrets to creating a website that converts by harnessing the power of…

Watch the Video: https://youtu.be/zkDBHJHhCyM A well-designed landing page can help increase conversion rates, improve lead quality, and provide valuable insights into customer behavior and preferences. In this podcast, John Aikin walks through 12 unique landing page examples that focus on both top-of-funnel and bottom-of-funnel conversions. These …

A landing page, according to HubSpot's terminology, is a specific page, usually on a sub-domain with a form, and it's used to gate some kind of offer, like a guide, checklist, or webinar, to name a few. If you want to create a landing page that converts, it's crucial to know what type of information and sections of the page should be included. In t…

The term "landing page" is often used interchangeably, leaving many people wondering what exactly is a landing page? The main purpose of a landing page is to encourage the user to take a specific action, such as submitting information through the form. The landing page should be designed to minimize distractions and make it easy for the user to tak…

One of the major keys to successful marketing is to understand the customer and communicate with them at their level. That's why it's crucial to understand the customer's journey and their problems in order to create an effective and successful offer. Start by identifying your customer's current state, including the challenges and frustrations they…

Some companies tend to prioritize their own interests above those of their customers. Often those priorities will affect their website design, especially on homepages. These companies often focus too much on talking about the company and its products, which can cause high bounce rates and prevent people from getting the information they need In thi…

Learning sales copy is a valuable skill for anyone in any career. If you master the art of writing effective sales copy or get even just a little good at writing sales copy, you will be so much more successful because it is such a skill that can be utilized in so many different ways. It will provide an immense amount of value to your career and pro…

The internet is constantly evolving. It's impossible to know what it will look like even 2, 3, or 4 years down the road. That's part of the reason you need to focus on adaptability when you're creating a website. Whether you're a small business owner, a marketing director, or anyone looking to build a new website, there are many things you need to …

So many people talk about SEO, buying new tools, and adding all kinds of stuff to their websites like calculators and quizzes when they are looking for ways to generate more leads. All that stuff is great and can be effective. But when it comes to bringing in new leads immediately these additions aren't going to move the needle. In this episode, Jo…

-------- View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website How well does your website perform today? Get This Free Website Assessment Report Today! Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually…

View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website How well does your website perform today? Get This Free Website Assessment Report Today! Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your…

Understanding lifecycle stages is a key component to lead identification. We have all different types of labels for contacts inside of our CRM such as Subscriber, Lead, MQL, SQL, Opportunity, Customer, and Evangelist (sometimes even more granular types like sales accepted leads.) Most people understand lifecycle stages but they often skip the most …

For most SAAS companies, their bottom of funnel call to action used for prospective customers is to push people on to a call with a salesperson. These companies don’t realize that these people want to sign up for a product demo. Getting people into a product or sales demo takes people’s guard down because they're there to see something really cool …

Wireframes are a crucial component of any successful website build or redesign. In part 1, John Aikin talked through two major wireframe concepts: Where to get started How to start thinking about answering questions based on what people actually need In part 2, John goes through the process of wireframing a homepage using his tried and true methods…

There are lots of different ways that you can engage your audience. But the greatest way to ensure that your audience is being adequately nurtured and engaged is by creating marketing and sales funnels. You might find that different funnels, whether geared towards social ads, lead magnets, or sales videos, will perform better for you. In this episo…

Out of every possible thing that could have an impact on the functionality or the purpose of your website, wireframes are one of the most critical components. Many of us want to skip through wireframes and get straight to designing. 💣 Truth Bomb 💣: If your wireframes are done incorrectly, your website will be really bad. We have to be very intentio…

What exactly is a sitemap? Often, marketers think about site architecture as the site navigation bar and the dropdowns across the top of the site. But that's not necessarily their sitemap. And when people think this way, they tend to forget many pages that don't exist in the navigation. Instead, create a planning diagram to ensure all the different…

Far too often, people like to focus on the wrong things during the website design and copywriting process. Many fail to realize what good website content looks like, whether it's talking too much about themselves, using bland imagery, or including industry jargon that people won’t understand. Nine times out of ten, issues like these create a discon…

About pages are one of the most underutilized and misused pages on a company's website. Most people use the About page on their website to talk all about how great they are, how awesome their company is, all this useless information, and the history of the company. Nobody cares about that stuff. It's fluff. It's not important. In today's episode, J…

What can Kate Bush teach us about reviving old content? Season four of Stranger Things just wrapped up, and it's made major waves in the music world with the reintroduction of Kate Bush's 1985 release called, "Running Up That Hill (Make a Deal With God)" from her Hounds Of Love album. It's fascinating that it has not only become such a pivotal part…

HubSpot recently released FREE CMS Tools, which has been making big news in the world of website development. But what does that mean for you? What is included in these tools? How can this be helpful for companies not currently on HubSpot? I'm breaking this down, and much much more on this episode of the Website Conversion Show! In this episode I’m…

How do you know how much you should be spending each year on your marketing? On your website? On your ads? On your staff salaries and vendors? What kind of return should you be expecting? How do you know that you’re making the right decisions and not just “winging” it with your best guess? These are pretty important things to figure out so we don’t…

We do a lot of work with companies who sell consulting services or high-end software products, and this is what almost all of their sales processes look like: We’re going to get people on a call We’re going to schedule a time to meet We’re going to start asking them some background questions about their business to show them we’re interested in the…