All this and more in this weekâs edition of The Hypha Wire, from Hypha HubSpot Development.
Howdy!
I was discussing with a colleague yesterday that weâre a mere 17 days away from the 2024 Presidential election here in the U.S.
This fall is flying by, and before we know it weâll be queuing for the polls and casting our ballots.
I wanted to take a moment to remind our American subscribers to check their voter registration to ensure itâs valid. You can do so at vote.gov/register.
Additionally, donât forget to drop your ballot in the mail if youâre voting early or absentee!
You can research your candidates ahead of time at ballotready.org to be informed about their experience, platform and endorsements.
Thank you for giving me space with this little PSA! Let your voice be heard come Election Day.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Beyond Blue Links: How AI is Elevating Video in Search Results
By Phil Stott, Head of Client Success, Hypha HubSpot Development
Itâs no secret that search is changing and that AI is behind many of the latest developments. Anyone whoâs typed a query into Google at this point has seen an AI overview where the blue links used to beâand anyone who tracks traffic metrics for sites (ahem) has seen the impact of that.
Which makes the latest development all the more interesting: According to research cited in Search Engine Land, âYouTube citations grew in Google AI Overviews (AIO) by 310% since August and 200% since September.â
The researchâcourtesy of BrightEdge, an SEO platformâtells us a couple of things. First: The case for breaking up the internetâs biggest monopoly is only getting stronger.
And second: The traditional divide between text and video content is collapsing at speed. While video used to be something of a nice-to-have for B2B marketers for highly specific use casesâit was expensive, hard to caption (which made it difficult to find) and audience attention often didnât provide justifiable ROIâthe advent of AI has made it a must-have.
Video today is less costly to produce, free and easy to caption (and therefore index), and endlessly repurposableâmaking audience attention concerns a thing of the past.
The growing prominence of video in AI-generated search results underscores a crucial point for anyone concerned with marketing strategy: the need for a comprehensive, âall of the aboveâ approach to content creation.
Text-based articles, infographics, podcasts, and yes, video, all play vital roles in reaching and engaging audiences across different platforms and preferences. For those who havenât yet ventured into video production, now is an opportune time to consider how it might complement your existing content strategy. Remember, the goal isnât to replace your current efforts, but to enhance them, creating a richer, more engaging experience for your audience across all touchpoints.
This is a big shakeup to Google Search. There have been a lot of changes under Raghavanâs leadershipâmany of which SEOs were not fans of. Iâll be interested to see what the new search leader brings to the table and how weâll see the program evolve overall.
âGoogle is making a big change to company leadership. In a memo to staff posted on Thursday, Google CEO Sundar Pichai announced that Prabhakar Raghavan, the senior vice president in charge of search, ads, and other important segments, will now take on the role of chief technologist.
Smart move by Semrush! Search Engine Land is one of my go-to resources for the search industry. Semrush has made a number of very strategic acquisitions over the past few years, and itâs safe to say theyâre establishing themselves as the leader in this industry, with high quality data, journalism, and strategy backing them.
âSemrush, a leading online visibility management and content marketing SaaS platform, today acquired Third Door Media, our parent company.
âWhat does this mean for you? Search Engine Landâs mission to inform and educate you on all the latest developments in search marketing will remain the same.
âWe will continue to cover the latest breaking news, share insights, analyze the latest trends and provide helpful content.â
Hypha Highlights
Hereâs a brief overview of how we executed a complex Salesforce to HubSpot migration:
Back to the Basics: Our client migrated from Salesforce back to HubSpot, after realizing HubSpotâs user-friendly experience was the better fit all along.
Ease of Use Matters: Like choosing between a PC and a Mac, the decision between Salesforce and HubSpot often boils down to technical comfort. HubSpotâs out-of-the-box setup appeals to those seeking simplicity over complex customization.
Support That Matters: Unlike Salesforce, HubSpot offers localized help, ensuring assistance is just a call away within your time zone.
Navigating the Migration Minefield: We overcame fast-approaching deadlines and the fragmentation of data across multiple Salesforce sections. Among our solutions: leveraging a native Salesforce migration tool.
âHypha Has Been an Integral Part of Our Business Since Day Oneâ
Weâve been working with Hypha for 4-plus years and weâre as happy now as the day we started. We had unique requirements for our websiteâfrom a complex, interactive directory to a live events calendarâand the Hypha team went above and beyond to build the components in a sustainable way. Additionally, we contracted the team for strategic, SEO driven content. Their content developers and editors have helped take our site traffic from the hundreds to the high thousands. We couldnât recommend their team enough. -L.S.
A tip from Kevin, Hypha's Senior Platform Specialist:
This one has been out for a few weeks, but this will be a game changer for teams doing larger data migrations/updates! TL:DR, you can now back up and restore object data in bulk.
Many of us are familiar with ChatGPT by nowâeither by name, or by usage. While there is certainly an art to prompting and getting the most out of the tool, it is generally usable to even the least tech savvy among us.
A feature that might fly under the radar, however, is their catalog of GPTs, that are, according to OpenAI, âcustom versions of ChatGPT that combine instructions, extra knowledge, and any combination of skills.â
The GPTs fall into the categories of Writing, Productivity, Research & Analysis, Education, Lifestyle, and Programming, and I guarantee if you can think of a use case, it exists.
You can use a GPT for help with your resume, troubleshooting some code, finding vegan recipes, and even picking your perfect hairstyle with an âAI Stylist.â
While it wonât replace everything in your life, I do believe having a mini program custom-suited to your task can be an efficient way to use AI and save time.
1x Speed
The podcasts Team Hypha has queued up.
âStep into the world of âDevelopers After Darkâ where coding, careers and technology meet in a refreshingly human way. This bi-weekly show is the perfect mix of lighthearted fun and valuable insights, hosted by Nick James Laporte and featuring HubSpotâs own Developer Relations Team.
âDevelopers After Dark is a unique blend of candid conversations that peel back the curtain on developer life, real stories from industry professionals at HubSpot and exploration of how coding, careers and tech intertwine unexpectedly.
âWhether youâre debugging your life or your code, tune in every other Wednesday on the HubSpot Developerâs YouTube channel for a dose of after-hours developer convo.â -HubSpot For Developers
How can we help you?
Industry: Integrated Facilities Management (IFM)
As a company selling a complex solution suite with a long sales cycle, IFM provider NEST needed to improve visibility throughout its marketing and sales tracks by eliminating friction within its current tech stack and better leveraging its web assets more broadly.
Hyphaâs Solution
Website Migration
Blog Migration
Core Site Content
Implementation
SEO
Content Creation
Tech Stack
CMS Hub
Marketing Hub
Once the HubSpot CRM and Marketing components were in place, operational performance improved dramatically. Tracking visitor progress and campaign interactions proved much easier, enabling better communication between marketing and sales, cleaner handoffs, and better outcomes.
