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Speaker 1: (00:01)
Yeah. So today we will be pulling back the curtain, giving a full PTs look of what it was like building inbound.com on HubSpot's very own CMS hub. So
Speaker 2: (00:14)
Young Dre in the building,
Speaker 1: (00:16)
Speaker 2: (00:17)
What's up Party people? Thank
Speaker 1: (00:19)
Speaker 2: (00:20)
I was like, I was like, Dre's gonna pull up third door limousine, right? Light show on. I'm ready going out. That's what I'm talking about. Let's go. I wouldn't have it any other way. Wouldn't have it any other way.
Speaker 1: (00:34)
Exciting to be here. That's right. We're pulling back the curtain full bts look at and a look at that for that matter. A raw look at what it was like building inbound.com on HubSpot's very own CMS hub. We are, let's see, I can click my screen. There we go. We are a very chill crew here today. Um, I'm m Win Grove. I'm the VP of services over at Aptitude eight. We're a HubSpot Elite partner, um, who obviously partnered with Hub Squad to build inbound. And I'm joined by Mike Compadres. Dax Andres. So, what's up?
Speaker 2: (01:06)
What's up? Hey everybody. Hey everybody. Dax Miller. Eight labs, soon to be a little bit something special, but here to support nerd out with everybody to show how we built this thing.
Speaker 1: (01:17)
Yeah. And, um, awesome. We are a very, uh, conversational, calm, sort of chill group. So it's important to me and to, to the rest of our, our friends here that you guys be a part of this conversation, right? Like, put your, your jokes, your questions, your comments, even if you wanna heckle a little bit, we're here please heckle, . But yeah, no, we wanna make you a part of this. Um, cuz it was a really fun experience, uh, building all this. And it's great to have people that you like working with and that you vibe really well with. So I want to extend that to the rest of the fam here today. Um, little bit about what we're gonna talk about today. So first I have a little bit of an exclusive bonus for everybody that's here. Um, talk about it in a second, but it's something that nobody else has access to that I'm gonna give to y'all today.
Speaker 1: (02:02)
Um, and then of course we're gonna talk about what was it like designing inbound.com? What was the approach? How did we start, how did we get there? How did we finish? Why did we choose c m s Hub? What were the feature sets that, you know, help us meet the specs that we were looking for and the requirements that we were aiming for. Um, the technical components, of course. What were the puzzle pieces that we really had to put together? Um, and absolutely there's problems, there's hiccups in every big project that you do. And what were the solutions that we came up with to work around them? Again, if you've got anything, put it in the chat. We want to hear from you. We want to talk to you, we want to give you all the dirty secrets, and we're gonna try to tell 'em all to you, of course.
Speaker 1: (02:39)
But, um, doesn't hurt to ask us questions, so let's jump right in. First things first, I have a very embarrassing thumbnail picture of me, . Um, no. So we invested HubSpot out today. We invested in a very high production quality video case study. It tells a very good story, shares the narrative of every, the beginning, the middle, the end of the whole process, how we got here. Um, and I will say that it is a more polished and professional version of what we're gonna do here today, but like I said, we're trying to keep it raw, keep it real, keep it authentic. Tell you really the, the, the, the, the, the quick and dirty, the long and short all of it of of inbound 2022. It was a long process started at the beginning of the year. And anyways, we'll be giving you that link. Uh, I don't know, maybe Jordan, our marketing person will put it somewhere in the chat now, or we'll give it to you via email.
Speaker 1: (03:28)
But we will be hitting you with that link for a team down version of what we're gonna talk about here today. And Deedee all right, so let's talk about designing inbound.com. Um, for those of you who don't know, the, the branding elements, uh, and the sort of the design pieces, those were sorted out before HubSpot came to Aptitude eight. But how that all sort of came together. What was, what are the pages that we're gonna build and how are we gonna use those elements on the page? And what are all the pages gonna say and why? Um, a lot of that was driven by Drea. So I'm gonna hand it over to Drea to give us a little look what went into it.
Speaker 3: (04:02)
Yeah, yeah, yeah. Hello everybody. Thank you so much for being here. Reporting live and direct from Mexico City. Um, inbound 2022 was, uh, a really, really incredible experience for us. Our VP, cat Tule went through a really extensive branding process to make sure that our brand was exceptional. In 2022, we were hosting our first ever hybrid event, which means the, the year before that, uh, we had to go with a fully digital event. And then in 2022, we finally started bringing people back to Boston. So when we actually came across AA and we learned that they were a platinum partner of HubSpot, um, there was no question that they were gonna be the right partner for us. Also, in our first meeting, the energy was just on point. So we were really, really excited to be working with them. Um, bringing that branding to a eight, uh, didn't pose any challenges at all.
Speaker 3: (04:48)
We got to work with Grace, who was an incredible designer. She took the bull by the horns and was always willing to build something that was suitable for both audiences. She wanted to make sure that both the digital audience would feel like they were included in the event the same way that the in-person audience members would be. We wanted to have music festival and B2C vibes because our VP comes from a really, really large background of creating exceptional music festival experiences. And we wanted to make sure that we were gonna be able to show anybody that was coming to the website, um, an entirely new experience than they'd ever seen before with that. Um, that's like, I guess like a shortened version of the really long brief that we put together. But with that, we got to work, uh, and we couldn't be more impressed with the work that a eight, uh, ended up doing for, for the event.
Speaker 1: (05:33)
I gotta give some credit to the, the hub events team, because the, we, we do a lot of websites. We, we do mostly B2B stuff. And when you're talking about an event, even if you go to the event with your, your, your coworkers, it's still an individual experience. Even if you go to all the same sessions, the way you experience that event is different. And so it was so refreshing to hear from HubSpot that like, no, this is absolutely, we're, we're going to each individual person. We want it to be relevant to each of them. Everyone's gonna experience it differently. So let's make it personalized. Let's make it consumery, which was fun, but also refreshing cuz you just don't get that as much in b2b. B2B can be a little rigid sometimes a little.
Speaker 2: (06:12)
That's, that's the truth, right? When you think about B2B and you about experiences, right? Everybody still buys from people. People buy from people, people sell to people. And when you talk to somebody and they say, it's not personal, it's business. No, it's personal because I feel it. I have a heart, I have a soul. I'm stardust, this is me, right? So when you build around that and when you communicate to that, it's like when you get a cold email, that sounds like they're talking to an email, right? It's not talking to you. And we wanted to build, like we talk, build like we feel. And that was kind of the entire kinda vision of how this had to come together.
Speaker 1: (06:46)
We'll talk about it later, but, and for have data, data, data, data, yeah,
Speaker 3: (06:50)
Totally. And for those of you who aren't familiar with Inbound 2022, or just inbound in general, just so you know, it is HubSpot's premier event for businesses who wanna scale to come together and learn from some of the best speakers in the game. For example, we've had Oprah, we've had Obama, we've had Viola Davis. Um, and it was truly, truly an incredible experience. And to be able to have a website that led to the ticket sales for both of these audience types extremely important. So really, really pumped that.
Speaker 4: (07:23)
Speaker 1: (07:25)
Oh yeah, this is, uh, this was the header that you guys probably remember from the, the homepage. Um, only thing I really wanted to say to this piece was that we use Lottie animations. I don't know if you guys are familiar with that, but compatible with Figma, the design system, online design system that we are big fans of, it is compatible with the, um, CMS theme, it's called Inbound Elements, got that from the HubSpot asset Marketplace. O obviously works inside of HubSpot, but it allowed us to create these really cool animations inside of the tapestry, which it's super proud. I I thought that was one of the coolest parts of the site. So showcasing that, why did we pick CMS hub? Why, why, why, why did we choose this? Well, I mean, besides the fact that we are all big fan boys and girls, um, I mean, Dre I'll let you speak to some of this, but it's super easy to use. It lets us be flexible when we need to, and also sort of lock down the experience when we need to too. And then for me, the, the biggest best reason is that it's a fully integrated crm, right? You have a, a web experience that's fully straight up, powered by your database. Um, that's constantly changing, right? It's, it's the, the marriage of your backend and your front end, honestly. Um, so for us it was a no brainer. We wanted build every single part of, of it on cms. So,
Speaker 3: (08:41)
Yeah, exactly. Emily, I think you, you hit it, you hit it right ahead there. It's like, you know, at HubSpot we use HubSpot, right? And so like, when we're communicating with our potential attendees, we're using the HubSpot email system when we're working with integrations to make sure that like we're able to update the speakers, we're using the air table integration. Um, when we're trying to figure out the best mode of like purchasing tickets, we're using the visible integration. So I do think that, you know, having this built on CMS hub, there wasn't a question about whether or not it was going to be built. It was a question about what team would be able to really execute at the level that we're looking to have executed when it comes to the experience that we wanted our attendees to have. Um, and so, you know, building it on c m s hub also gave us the opportunity as the employees at HubSpot to jump in as needed to make quick updates if we needed to. Whether that is updating the carousel with imagery, updating copy changes. If anything crazy is going on in the world, and we needed to make any sort of change there and update, we're able to go in and do that, um, self-service. So I think using CMS hub was truly like an incredible experience for us, without a doubt.
Speaker 2: (09:50)
Yeah, we're big fans of leveraging kind of what is right in front of us. And the way that the module, the module system is set up in cms, as you most of do know, uh, we're able to customize and build modules specifically for the templates that we leverage. So for our experience page, having modules that would ba you know, reflect each of the headings for the ticket register page, being able to change those ticket prices really quickly or change anything that was necessary for selling out. So it's just, again, it's, it's given, it's given the instruction manual right on the right on the document. So we had a good time building on that one.
Speaker 1: (10:21)
It's good technical
Speaker 2: (10:22)
Speaker 1: (10:27)
All right. Dax, talk to me about how db this was a very big part of the project.
Speaker 2: (10:31)
Got it. So first of all, we leveraged Hubb as the closest kind of, um, big, big closest to native to the crm. Uh, we, we actually will talk a little bit about another database that we use, but because of Hub DB's flexibility and its direct, you know, it's direct leverage and GraphQL being right on the crm, we can easily power and quickly update large data sets that run outside of the native object, such as the relationships between speakers and the times and the start dates and the amount of to people that can come in. Having all that within HUB DB allowed us to power the website and a lot of different experiences that were going on on the front end, for example, being able to see, as we remember from last year, we have all your speakers in your sessions that you could search through and filter by day, see who's speaker with, and see all the different speakers.
Speaker 2: (11:17)
And those are all pulling from adjoining different hub DB tables. And that was, uh, leveraging, again, whether you're leveraging an outside database, whether you're leveraging something like a Amazon or something, like anything in Azure or any type of database hosted, it's still very possible and more convenient to lower that latency and have that external database, which again, we'll talk about to come into HUB db. So it's again, something to easily digest. You're not doing SQL commands to try to find data. You can actually just see that HUB DB and all those tables right in HubSpot where you're already at. So leveraging that and being able to mirror what we were lev what we're doing on the, on the air table side, uh, we were, we kind of reduced the amount. We, we, we had duplicate duplicative data, but in some instances, because of how we wanted to work with a collaborative team that weren't all in HubSpot, we were able to reflect that mirror that within Hub DB being the closest to the source, um, the front end experience,
Speaker 1: (12:12)
Never thought I'd see the day as a marketer, a web marketer, event marketer who would have access to a database table that I could power a page from. I mean, it's these volumes too, CMS up. Um, and it's obviously very user friendly, as you can see. It's a very clean table, rich techs fields too, put images in there, whatever you want.
Speaker 2: (12:34)
Yeah. And that was the big one. So Emily, this is gonna be your favorite part.
Speaker 1: (12:38)
Data, data, data. Um, really quick story, um, before we get into the actual details of the data. So when we got the RFP from HubSpot to do this, and we would need Dax like, all right, how are we gonna respond to this thing? We felt really strongly that if we led with design, it would be kind of an empty approach, right? Like design really has to be informed by the data that you have available to you, and that the experience that you want to create is informed and sort of relies on what data you have. So when we were putting together the response to the rfp we're like, I bet every other firm we don't know who else is in this mix. Like, I bet they're all gonna have crazy good mockups, it's all gonna be heavy design. And we're just like, but we don't believe that that's the right approach.
Speaker 1: (13:20)
Like, we can put in design, we can design whatever you want, but it has to come from the data first. So we really, in that response to the R F V, we were like, data is everything. This is how we wanna structure the data. This is the data we wanna have access to, and if we do, then we can design this dope experience that's personalized, that's individual, that's relevant, that means something. Um, and so we were nervous, we were like, Ugh, I don't know if that, because design tends to resonate with people, right? You, you get a visual in front of you. And I was like, we're gonna start with the data though. And it, it ended up resonating with the HubSpot team. So it was a little scary there for a minute, but, um, it was glad that we, I was glad that we were on the same page, but yeah, data was a very, very big part of this.
Speaker 1: (13:59)
We came in with the idea, uh, in the response to do, we're like, let's do an inbound, like, like Spotify wrap, let's do an inbound wrapped. Well, I mean, to do that, you gotta have a bunch of data. You gotta know what people are doing their every action or whatever their, their touch bases throughout the event. So, um, this was a very data heavy project, um, because it, you gotta have an experience for somebody that's sitting at home in their home office or on their sofa, but also the person who's flown into Boston from across the country, who knows and who's in person trying to have this experience. So it was absolutely the first and foremost important thing that an asset that we had available to us was the data. Um, so I don't know d if you got anything there, but that was my wax poetic,
Speaker 2: (14:43)
, , Dre, I would love for you to touch on as you guys built this experience and thought of the concepts of where the touchpoint were, right? Because now that you have a hybrid event, you have physical touch points, you have being into being in the meetings, what does it feel like? How do we know where they're going to be? How many know the sessions? Can you talk about a little bit the mindset of all the different touchpoints and how they're gonna be integrated?
Speaker 3: (15:07)
Yeah, for sure. I mean, when we're talking about touchpoints, it's like ultimately every single single part of that website was an opportunity for us to convert a visitor into an md. So we had touchpoints all across that website. Obviously our email marketing campaigns are extremely strong and extremely segmented, all also coming through HubSpot as well. Um, of course, social media, another key touchpoint. And I think one of the coolest things about this project is because of the way the A eight team actually built in all of the branding elements, it was very, very easy for someone to see our creative on social or on email and then get to the website and say, oh, I've arrived at the right place. Um, so I think that that was like absolutely incredible. Um, also powering inbound rep, I just have to say like, that's something that the inbound team has been wanting for a very long time, and it was really incredible to actually have people on our side that would be able to provide that data back to the attendees, because everybody loves to see how much they participated, what they participated in, and it also informs future decisions for the event as to what went really well, what didn't go really well, what were people into, what weren't people into as it relates to the building and planning for the next year.
Speaker 2: (16:21)
Yeah, the Google sheets were tremendous, um, , so we love . There was like 5, 6, 7 sheets with each 10 tabs. So, um, we'll definitely talk about how that wrap got put together and all the different points, because again, digital and in person, lots of different places, there were feedback surveys. So again, this is all about how do you make it better, right? We don't have the data just for data's sake. It was how do you make it better, even as the event is, even as the ticket sales are going, even as people are registering, being able to iterate because of what is seen. And, you know, having the buckets ready to collect this data, to improve the experience, because it's all about improving the experience. We're not , we're not doing it just to have a bunch of things and a bunch of touchpoints and a lot of that stuff on our, on a Google sheet and, and a database. So, appreciate that, drew.
Speaker 3: (17:07)
Totally. And also like major, major shout out to the, the entire inbound team and the team that actually came together to put together that data. That was not me. I think that was probably Kim Perretta and Carly or Brody. So big up to y'all, because it is a ton of work to actually get all of that data together. So I'm glad that it, I'm glad that it worked out.
Speaker 1: (17:26)
And props to Grace, who just popped up in the in the chat, who was probably when she is probably like ,
Speaker 2: (17:34)
Speaker 1: (17:35)
There was a lot of power players in this project team. It was not just the three of us by any means, so mm-hmm.
Speaker 2: (17:40)
Speaker 1: (17:40)
Yeah. Oh yeah, there you go. Sorry, my slides, my slides changing skills are slacking, but that's, uh, just a sneak peek some of the data, it was a
Speaker 2: (17:48)
Couple. Yeah, we, we had tons of data points such as time enter time, you came in time, you registered time, you bought your ticket, um, all the different sessions you attended versus the ones that you had put, uh, number, just everything, right? Number of feedback or how much feedback you left, how much feedback you didn't leave. All of that was powering not only the web experience, but the post event experience, because again, it's all about making sure this event lives on. Well. After you've left,
Speaker 1: (18:16)
Let's talk about Airtable. That was a pretty big component. I mean, speakers, sponsors, attendees, sessions, all of that data was coming through Air Table. Dax or Drea, tell us,
Speaker 2: (18:25)
I can, I can jump into that one. So the leveraging, leveraging Airtable was important for the inbound team because of the number of people that were gonna be touching the data and how fast things can change if the speaker kind of drops back, or you need a new speaker added in, or a speaker changes their, uh, their, the title of their form, all of that needed to be very quick, very hands-on and have a, a approval process to get that changed. So that's why we leverage Airtable as one of the legacy kind of, uh, tech stacks that we would have.
Speaker 1: (18:57)
I think that's
Speaker 2: (18:58)
Like, I actually, yeah, I would actually muted myself probably. My daughters gonna probably have some like things to say, like, one of my daughters are gonna be like, Hey, you know what I got? I don't think Airtable was. I'll be like, no, you don't know what you're talking about, your three. So, but again, Airtable was a huge part of this because of how we link, we had to do a segmenting and a linking of those tables to Hub db. So when someone would make a change, we would go through an approval process on Airtable, then pass that along into Hub db. Also, there were some elements that weren't necessarily a part of the front end site that they wanted to store, such as the, uh, information about the speaker, about the sponsor of, uh, different sponsor logo or typhon type things that kind of happened that were integrated with the forms used to bring on sponsors, bring on speakers. Some of that didn't need to go into, it was completely external to HubSpot and the front end, uh, website. So that's why it was, uh, kind of a good delineation to have that, but that integration between Airtable and Hub db, shout to our devs to making that live and being able to have that data sync. So it kind of passes from Airtable to Hub DB and up to, we have a, we have a mystery bonus thing for the super nerds that we'll talk about, but throwing that right up into, uh, the cms.
Speaker 1: (20:03)
So looking at those sponsor logos, I feel like we should say thank you to the sponsors. Thanks guys. Oh, sbo more data, more integrations. This is a, this is probably I, no if it's more important or more powerful or driving more than Airtable, but SBO is a very, very big part of, uh, powering inbound.
Speaker 2: (20:23)
And yeah, Dre, you can touch on that one.
Speaker 3: (20:25)
Yeah, you know me love, love talking about ticket sales. Shout out Izzy, shout out Max, shout out. Bye. I know, uh, by the way, inbound tickets are on sale. I will give you a code at the end of this call to get 25% off, and his official inbound tickets are on sale. Um, you know, Isabel was a, was a key partner for us, uh, for the past few years. And I think when we looked at what we wanted to do, when it, it came to the ticketing experience, we wanted to make it super, super easy. One of the things that a eight proposed was actually building out this like, almost sticky menu of ticket options, so that no matter where you were on the site, you could purchase a ticket. If you were on a speaker page and you saw that there was one of the speakers that you really liked coming, you didn't have to leave that site and then purchase your ticket.
Speaker 3: (21:10)
You could buy it right there. And I think that that's a huge, huge attribution to the growth of the event and how many tickets we were actually able to sell last year. So, really incredible work with the team here in the visible integration. Um, absolutely incredible. We were extremely impressed with how everything went, and it was actually the first time that we didn't have an entirely like, separate flow for the ticketing experience. So I think it was definitely different for previous attendees of Inbound, but even still, we continued to iterate, and I think that it worked out really, really well. I'll pass it back to you next.
Speaker 2: (21:43)
Yeah, the Bibo was a great team to work with. Uh, we had a lot of things that we were able to add and making sure that we were basically in line with kind of the things that we developed with the ticket sales. So as you saw that when you bought your tickets, it flows right into visible and all of your things come in after that. So it was, uh, it was a big success. I'm really happy with that, especially with the dynamic content that we're able to do and be able to change these tiers as needed.
Speaker 1: (22:08)
Yeah, I also thought it was pretty cool. One of the coolest things in Visible was that when, if you were in person, you'll remember that the badges would like pop together. All those connections were made, uh, just more data, but very cool experience too. And that's what she looked like in the content editor inside of HubSpot, C M CMS Health. Nothing scary there. Anybody could do this. Y'all.
Speaker 2: (22:32)
The, I wanna add one thing for the visible integration. So we're always trying to, uh, you know, we're habitual line steppers over here. Uh, so we wanted to know, we kind of pushed the buttons on what SBO was able to do via their api. So a lot of the things that we wanted to do, which shout out to coming up this year, wasn't available via their, uh, api such as, uh, creating tickets, doing the actual transaction. So, uh, there are, there were limits to what we could do and what we can do based upon what, uh, based upon the api. But because of the flexibility of HubSpot, we were able to kind of, uh, embed what, embed their widget, but put that into the experience of checking out on the inbound site. So, um, there were, there, again, we'll talk about some of the limitations, some of the problems we had, some of the challenges, excuse me, no one has problems. We just have challenges and we will, uh, we, we talked a little bit, we'll talk a little bit more about how to unbreak things, if that makes sense.
Speaker 1: (23:28)
One of the things that we were talking about and why we chose CMS hub was that you could have utmost flexibility kind of wide open, but you could also kind of nail it down a little bit, lock it down to mitigate risk, right? You don't wanna, the integrity of the site's important and you don't want accidents to happen if they don't have to happen, happen. So the experience page was one where the HubSpot team was like, Hey, we gotta be able to update this. We gotta be able to edit this, and we don't wanna mess anything up. So we're like, all right, we're gonna build it in the, the drag and drop editor so that you guys can get in there and do it. And I wanted to show you guys what it actually looked like. So all the cool stuff in that carousel on this whole page, they could go and change out any of the copy, any of the images, but nothing was gonna get, you know, no images were gonna get constrained.
Speaker 1: (24:09)
Nothing was gonna like shift down and mess up the css. We had everything programmed in the builder, the way that we had it built, um, to protect that content and to protect the HubSpot team, to be honest. I mean, they had to be getting in there and moving things around. We wanted the site to be dynamic. We wanted it to be changing. So to do that, they have to have access, and they have to have access in a way that's gonna prevent them from making simple mistakes or accidents from happening. So this is pretty cool. You can see on the left hand panel there, like we do a lot with cards. Um, those are these little guys over here and you click into each card, edit whatever you want. Those are each of those carousels. So made it very easy for the team to be able to work on. But this was one of our favorite pages for sure.
Speaker 3: (24:49)
Yeah, it was definitely one of my favorite pages too, because we had a lot to talk about. So, you know, we introduced the HubSpot creators. We wanted to make sure that the audience understood that it wasn't just going to be people on stage speaking at you, there was actually going to be a full experience. And so coming up with this solution to build out these cards, give us the opportunity to update them as needed and really provide, like an experience that we hadn't had before was really awesome. We also had the opportunity to highlight some of our other facets of the event, like Black and Inbound, which is an incredible community that is run by Shayna Summers. And of course The Hustle, which was acquired by HubSpot a couple of years back. So I do think that it's ultimately one of the best parts of the website was really kind of being able to go in here and show people what they could expect from the experience beyond just the speaker experience.
Speaker 1: (25:41)
So other pages that weren't the experience page that we didn't want anybody to acci, you know, have an accident accidentally go in there, change one little thing, boom, everything gets shifted, something's wrong. Um, so other pages we made like this, most marketers, they see something like this, like, maybe you could edit some code, but most of us are gonna be a little hands off, right? You're, you not, you're gonna go after too. Like, can you help me change this page versus the page that the experience page was for them to go in and, and make their own, versus, you know, some of these other pages we just wanted to protect. Um, speaking of which, so if you guys are familiar inside of HubSpot, um, the blog post and the blog listing templates, they're only in the design manager. Like it only looks like that. Um, and HubSpot does that for a reason that I support, right?
Speaker 1: (26:24)
Like, if you go and edit the blog post template and it's easy drag and drop, and you like, actually every single blog on your website is going to be affected. So it's risky and I, I appreciate that it's all sort of in the design manager, but for Inbound, we couldn't have that. Like they needed to be changing that listing, listing page and the post pages, um, to create, again, just a more dynamic, a more relevant experience that's getting updated more often, um, and changing a bit, right? So the out-of-the-box functionality of the Dragon Drop stuff just doesn't exist for the bog, but we made it exist. Um, we made it because that was a requirement that the client had, right? Like they have to be able to go in there and do it. So we figured out a way to make it work. And so what you're seeing here is the blog listing page or the blog post page inside of the drag and drop editor where they could go in and change kind of whatever they want, change the order of things.
Speaker 1: (27:16)
If you look here at this next screenshot, they could go in and toggle off, like, I don't want the future damage for this post. This one's not gonna be that important. I wanna make this one more prominent. Um, you could turn off the, the, uh, the author, the description, whatever they wanted to do. We made it possible by enabling that drag and drop editor for the blog post template and the blog listing template, which I personally have never seen done before. Um, big shout out to Grace and our dev team for making that happen. But very cool stuff. And, and what we say at Aptitude eight, one of our values is that there are no experts in the Wild West, only pioneers. And we love to pioneer stuff that nobody's done before. And this is definitely one of them that we felt super proud of.
Speaker 3: (27:55)
Yeah, I mean, this is, this was a game changer here. I know Matt Diaz really, really wanted, he, uh, oversees marketing for global events. He really, really wanted to make sure that there was a place for people to go to actually learn a little bit more about what the experiences were going to be, because that's an immediate value add, aside from just the images and like the short form copy, having the experience to actually like update blog posts, add more imagery and just provide a more well-rounded picture of the event was exactly what we needed. So y'all pulled this off perfectly,
Speaker 1: (28:27)
Very tight. Help scout the, the, um, the FAQ page. Let's talk about that for a minute. That was a whole other component.
Speaker 2: (28:36)
Yeah, we had, so as you can see, there's a lot of different components to getting this off in a quick timeline. And Help Scout was leveraged as a legacy. Uh, were all the articles and questions for FAQs were there. Now, obviously, you, you might ask, well, the Elephant, Hey, well why didn't you use, uh, HubSpot's knowledge base? Well, there was a little bit of legacy, uh, legacy articles that were there, as well as the familiarity with the team and having Help Scout. Plus we wanted to have kind of an external, um, look and feel that was really, that's really possible with our timeline to do. It's possible to do within HubSpot's knowledge base or leveraging the blog object within HubSpot. Uh, which again, secret tactic, leverage the blog and blog pages for things other than the blog. Uh, you can build crazy things with the HubSpot blog and blog templates.
Speaker 2: (29:19)
But again, with the timeline that we were, uh, we were given, we were able to leverage, uh, external software called Scout and redesign that one to make it look and feel again, with this brand identity. One thing that Inbound has done a superb job of is that brand identity. There is no question about what everyone saw in Inbound, whether it be looking at the FAQs, how do I get tickets? What about group sales, et cetera, versus the website and when everybody walked into that theater for the first time after being back in person and seeing what it looked like, right? So that branding aspect was pretty much paramount for having Help Scout or using anything else outside of HubSpot to look exactly like this experience. So again, we were able to leverage some nested category functionality that HubSpot has and really make an easy experience for people that have questions, comments, concerns, uh, while still retaining that branding that those elements, that tapestry elements. So, uh, so shout out to the dev team and the design team. Big up, big up, uh, ups to Grace for design, designing that big ups to myself for doing it, small ups to myself for doing it .
Speaker 2: (30:26)
But this is a fun one I love, uh, again, when people that if you ever, uh, investigate Help Scout, you'll find out that there is no real editing that's possible. You basically get to inject a style sheet and that's it. So you gets basically have to this code your css and you can throw in some Java script if you, you know, uh, basically make it so it doesn't, uh, exit out, but you can inject a really random style sheet. Everybody's familiar with the, at css. So we built like a long style sheet to make everything just look like inbound. That was, uh, this is probably my fav my most fun part of this. Cause I didn't know what, how it was gonna be possible to redesign something that's not really meant to be redesigned.
Speaker 1: (31:00)
Oh, rats whole wrapped.
Speaker 2: (31:03)
Speaker 1: (31:04)
All that data we talked about all that air tape, visible data, um, sponsor, speaker session, all that data. That's kind of, kind of what culminated into what inbound wrapped was. Um, it was a custom front end. Obviously, if you, um, well Dax, lemme let me, lemme let you tell the story cuz you did most of the work here and it looks,
Speaker 2: (31:22)
I could tell little bit of this one. So if everyone's, anyone's ever used Google Sheets and which I would raise your hand if you use Google Sheets every day, right? Uh, raise your hand if you build a business on Google Sheets eventually and just, it crashed, right? If you have more than X amount of data in Google Sheets, that thing chokes out, right? Like a wrestler wwf, right? Or WW whatever it's nowadays. But regardless, it is a, it was a challenge and a half to leverage all of the data from Bibo ticket sales, the amount of ticket sales from everybody remembers those tippy tap things, you know, uh, interactions with the app. If we would've built the app, it would've been easier to, you know, grab that data. But we again, external source, external party. So at the end of inbound, when everybody's said and done, everyone said their goodbyes.
Speaker 2: (32:06)
Everyone's had their last drink and hit the plane. We were scrambling to get all the data points from everything that everyone did. All the sessions that you win when you checked in and you got that, that initial beep, that's a data point. When you d tapped into one of the sessions, data point left a survey, feedback response, data point, all of this was all from several different sources. All gathered, spreadsheets, spreadsheets, spreadsheet, spreadsheets, collated. So big, big shout to the HubSpot team and the inbound team, whoever co uh, collated all that data and grabbed all that. And also remember this is from digital as well. So the digital platform, let alone the people that were in person, but the digital platform had more data, more touchpoints, feedback, surveys, how many comments that you left, right? So when we looked at all this data, and we had thought about this originally when we started working on the project, was we would love to give a recap of all the stuff that you did because it's about a personalized experience powered by you.
Speaker 2: (33:00)
And having that as a vision was one thing. And then what we received was another thing. So there was a quick understanding of what, what can we make of it, right? Cause when you have a big data set, it's, you always think that you're going to get something, but then of course you're going to get something else or this data is gonna complete or perhaps this data is inaccurate, right? What happens if someone checked in and never went to the actual conference? So you have to actually do some types of joins to understand, well they did check in but they actually didn't go to any sessions. So there's this, you find, you find da within the data, the data, it tells us to tell a story. And you have to really kind of author this story and start to write, you know, almost like song structure.
Speaker 2: (33:42)
Well now we have this, but that changes. So now we have to do this. Uh, so that was, uh, a data mining experience, uh, and a great one. But what we're able to do with that is find out what are some of the common themes that we can wrap a story around of your experience at Inbound from how many things you attended. Were you there at what time every day? Um, did you leave a lot of comments? Did you uh, attend, did you attend places for a long time? Did you visit certain places? Like did you visit Black and Inbound? Did you go to the v i P party? Things like that. And really added that in leveraged, uh, dynamic. Basically leveraging dynamic URL queries based upon your contact record in HubSpot to then populate a landing page from your email click to show dynamic content based on that. So, um, it, it's all HubSpot, right? So this was all just a myriad of multi-select fields that were dynamically sent via URL string query based upon your contact. Um, the end.
Speaker 1: (34:41)
Well, yeah, you could take that and throw it right in the bucket of the reasons why we chose HubSpot, CMS of, I mean it's unbelievable what we were able to accomplish. Um, having all that stuff integrated CRM CMS was dope. Ah, yes. And this was the sort of output of it.
Speaker 2: (34:58)
Got it. So it's like if you were there or we had the data point of like your check-in time and you would be able to see, well if this person had this check-in time, we're gonna throw all of that information and leverage the couple with different ways we were gonna do it. But for time you could leverage a hub db, have all the data against every single contact, and then do a sync that would update their multi-select field of which awards they would get then based upon that one property. Cause we never all the data to live on one property on your contact record in HubSpot. And then based upon the, you know, the dyna being able to have dynamic content from the email, we were able to send a query string on to open the button so that when you click on it, you get the different experience versus that.
Speaker 2: (35:41)
And if you can, you know, if you, if you have a microscope or a telescope or something, you can view Adams, you can look at the URL and see all the different queries of the awards that we're able to get. So, and this was done really quickly after that. Um, ooh, shout out to Miriam. Uh, is there a special link for HubSpot dynamic page by ID between related tables? Great question. The best way to do that type of dynamic page is going to leverage off the contact, right? Um, I would really recommend whatever data that you have and you want to give a dynamic experience, throw it on the contact, shout out to Remington at Impulse Creative. We taught us back in the day before, custom objects were a thing, jamming on the contact mm-hmm , uh, this was an example of being able to put that property on, uh, putting a property on a contact.
Speaker 2: (36:24)
But when you do have those related tables, just leverage either a custom coded action or a workflow that would sync that to, uh, the specific contact or if there's a custom object that makes it related. But right, to keep it easy and to keep it fast and to keep it, uh, cleaner so that you can, when you go back and look, you don't have to kind of look at adjoining object adjoining tables, put it on the contact record because that's the person that's getting the email. That's the easiest way. Even when you deal with like quotes and things like that, if you put on the contact, you're gonna have a really, uh, or you put on least the, the closest object you're gonna have the best thing.
Speaker 1: (36:55)
Tyrone says, jam it on the contact, you
Speaker 2: (36:57)
Gotta do it. If you gotta do it, you gotta do it. But again, to wrap this up, uh, Dre, I would love to hear kind of the, the feedback that you guys got from when we were able to send these emails out. Again, two different emails based upon in person digital.
Speaker 3: (37:10)
Yeah, for sure. I mean, I actually, like at this point I had, I had moved on from the inbound team, but what I can do is I can give you a little bit of feedback about how easy it was to actually like segment emails to each of these individuals. Like based on the way that our email system is set up within the cms. And so I would imagine that like with any campaign, like if you are trying to send out a communication based on whether or not this is a party person or this is somebody who gets around town, um, you can definitely kind of customize the details and the information that you're sending them based on that email. Send that over to that group of people, get a response from those people, and then continue to nurture that contact the same way that you would do with any campaign. Um, but yeah, I mean I, uh, you know, I left inbound probably like right before y'all started to like really dive into the wrapped piece, but I definitely know the ins and outs of how the email and segmentation works. Uh, so happy to provide a little bit of context there for sure.
Speaker 2: (38:08)
Speaker 1: (38:09)
Thanks Drea. It was a good time. You're welcome. The, the vibes that, that you like hear from us today, like it really wasn't any different the entire time you're working on the project, which speaks to the, just the testament of when, whenever you're partnering with any vendor or anyone, it's so important to have a good relationship and like totally cheesy, like to feel safe, right? Like I never showed up to calls or show up calls. Oh my God, I'm so scared what they're gonna say or like afraid to ask after today eight to do this thing. Like no, it was a very comfortable environment. We had good, um, communication and just want that for everybody to be honest. I want that for every client that we have. .
Speaker 3: (38:45)
Absolutely. And I think that was probably like one of the things about the project that like we're not talking about in this deck is just the importance of making sure that like you do have that relationship with your vendor, you can be your authentic self, you can come to them with some challenges and you can actually like work through those challenges together. And I think that was one of my favorite parts about working with aa. It was like if there was a challenge that came up, which there really weren't many, like during the time that I was actually like working on the site, it was never a problem to jump on a call and hash it out and figure it out and try to find a solution that would be best for the, the end user. So really appreciated that with the A team for sure. Like that was just, that was just the vibe throughout.
Speaker 1: (39:26)
It comes from two-way street me. Um, so we kind of mentioned a little bit, so there were a couple little issues, a little snags here and there, like there are with any problem or any projects. So, um, what were some of the ones that came up?
Speaker 2: (39:41)
Oh, I got, I got
Speaker 1: (39:42)
One to the air table or there was one right?
Speaker 2: (39:44)
, we have a couple man. So, um, I think, do we, if we have a slide, I don't know if you talk about a slide, but here's uh, here's the nerdiest one that comes to my mind, right? So, um, and I wanna a, I wanna, uh, Michael Mitchell, I'll get your, I'll hit your question right after this before I forget everything I'm about to say. Um, so one of the things that is a slight limitation with leveraging the CRM or leveraging Hub DB and multiple tables within Hub DB and a front end site is, um, is gonna be about your bandwidth, right? So without using GraphQL, because GraphQL does have a couple workarounds that you could do to leverage tables, but if we think about the inbound website and we have your sessions listing, right? We have all the different sessions on a given day and then each of those session cards had a speaker, right?
Speaker 2: (40:30)
So some had 1, 2, 3, 4, 5 different speakers, right? Those speakers and those images and the links to their pages were pulled from one table while the session information was pulled from another table. What does that mean? That means when that page loads, I need to make a call for the session. Well, I'll make a call to get all the sessions, but then depending on how many session cards are on that page, I'll need to make a call for each relative author to get their picture and their link, right? Because they're in separate tables based upon nearing the air table set up. Now, lo and behold, I can open 60 tabs, which makes a lot of different calls and Hub DB does have a call limit where it starts to reject your calls. Um, so this is something that everyone should be aware of when they're leveraging, uh, multiple hub DB tables on a single page where you're making multiple cross table calls.
Speaker 2: (41:23)
In order to combat that, uh, number one I had to break it and figure out like why is it not working? And you see like an na that's not a good thing we're about to announce. Barack Obama's gonna show up up, that's a problem too. That might be a couple people on the website. So what we were able to do and what I can, uh, give as like a tactic or a hack workaround, you can leverage, you can leverage GraphQL depending on some of the situation, which will allow you to pull multiple TA or pull multiple to query multiple things in one call. But if you can't leverage that, depending on your situation, what we built was a, a static J s O layer that would be hosted somewhere. So we have the entire day Hub DB with all the speakers, all the sessions and the different tables, and then we would every hour we would sync that to a j a static j s O file and then the website would then read from the static J s O file.
Speaker 2: (42:13)
So no matter how many people are on the website, it's still going to make one single call to a static J s O file rather than leveraging. So at some circumventing any HUB DB call limits. So think about this as like a, a caching build and this was just kind of built on the fly last minute because of like making sure we were ready for a peak and seeing this kind of limitation with HubSpot, right? So again, taking your HUB DB data, depending on, let's say you have 5,000, 200 hub DB tables powering this crazy website, build a static j s o file that's hosted anywhere, right? That your website could instead pull from the J S O layer and your HUB DB can sync hourly every 30 minutes, however to that J S O file. So you're not doing any type of hub DB call.
Speaker 2: (42:57)
So that was one of the, that's probably one of the biggest challenges to overcome based upon load, based upon um, the way we had set the site up for having the, the different tables based upon air tables. So again, this is just like a little tick that you could use to do something really major or a really kind of prepared for major load with Hub DB to get around the API limits. And then, uh, Mitchell, your question recommendations for third party forms for HubSpot, CMS conditional logic. I think m you've used like gravity form? Yeah, type
Speaker 1: (43:30)
Form. So type form forms, dot gravity forms, the ones I've used the most, um, forms Act is actually a client of ours. But um, but yeah, I would, I would recommend looking into those for sure if you're not gonna go the hub spot route. Cuz if you yeah, if you do need a bunch of conditional logic or depend dependencies, unfortunately as much as I want drink all the HubSpot champagne, you might need to go to a, a third party form. In which
Speaker 2: (43:51)
Case, yeah, as long as in the end though though that you can still leverage the triggers, you can do a form action on the submit. Once you get all the data after the facts, you can still do a HubSpot form form submit action. So you're still leveraging the HubSpot form, just not the front end of it. So it's almost like a headless HubSpot form.
Speaker 1: (44:11)
Um, I know another problem, you kind of already mentioned it d but like we never really got to see an output of the data until the event was over. So that was like just a challenge that, I mean I guess we should have known that it was coming, but when it happened we're like, oh wow, this data is not what we were anticipating , so we gotta do some data mining and, and they all work. So I know that was something for sure, sure that was a little unexpected and um, became a challenge, but I mean we solved it.
Speaker 2: (44:36)
Got it. And then I mean the last challenge is just, um, a around understanding that there are a lot of moving pieces and a lot of, a lot of humans. So really having standard processes for updating data, last minute changes, we're all human and the people that are speaking and presenting are human as well. So things, things change a lot and being able to build in anticipation of last minute changes or being able to react for things that are gonna happen at the way last minute or just understanding the, the whole concept of change and it's just like test driven development for the, for the devs out there, right? We have to actually have to build in anticipation that a human will make a mistake or that, um, there will be a last minute change even though there was outlined to not be last minute changes. So just making sure that there's always an out and there's always an in, uh, is a big thing. So we always wanna get better at that.
Speaker 1: (45:30)
Speaker 2: (45:55)
, we'll take silence as being golden right now.
Speaker 1: (46:02)
You know what? We're very good with silence. People who are comfortable with each other are comfortable with silence. I'm just,
Speaker 2: (46:07)
This is true. Look at these real quick.
Speaker 1: (46:12)
Speaker 3: (46:13)
Is asking the right question. Yes, what is next? All right, what is next is I do have a code for y'all. I promise you a code. So I'm gonna give you a code. Let me make sure that I have it. So tickets to Inbound 2023 are on sale right now. Uh, we do have a code for y'all. Let me just pull that up. I literally just had it, but if you saw many tabs are open, you'd be nervous. Um, so let me grab that for you. Um, and also, just so that y'all know, um, tickets right now are going to be the lowest price that they're going to be for the season. So definitely recommending that if you are gonna purchase, you purchase as soon as possible. The promo code is a eight dash i n 23 dash discount. Again, that code is a eight dash i n 23 dash discount. Um, you know, hopefully there's some way to send this code to y'all at the end of this or once we hang up. But, um, really hope to see y'all at Inbound. Uh, I think this year is gonna be an exceptional year, probably one of our best years yet. And, uh, really looking forward to it.
Speaker 2: (47:18)
Okay, I'm trying to do some things. It's i n 23. Get it. I n 20
Speaker 1: (47:22)
Bad. Keep me honest. Keep me honest
Speaker 2: (47:27)
While we flying it.
Speaker 3: (47:28)
You got that? You got that. Oh, Jose, great question. How long did it take to build the site? Not long at all. Like not long at all. And Dax, we probably have different perspectives, but it was what, like three, like three months? Yeah,
Speaker 2: (47:42)
I would say, I would say three months. Yeah, it was like three months to build everything out from getting the concepts of the design, passing it through all the teams for approval, dev, uh, design dev, and then that was phase one. And obviously it was constantly built throughout the, uh, throughout the experience as we added the experience page. And we knew more about the experience. We had the blog and we knew more about what we were gonna do for the blog and all the things for the hotels when we got our hotels. So there was always a constant thing. But as far as from, hey, we're gonna build this together to, it's out and people are, uh, looking at it and buying tickets was about three months.
Speaker 5: (48:21)
Speaker 2: (48:21)
So that was, uh, that was a quick turnaround, but it's constantly, constantly being built. And we smiled the whole time it was built happily.
Speaker 1: (48:34)
It makes, uh, it makes the project that would otherwise feel stressful and scary, actually be enjoyable. And that goes back to the relationship stuff, like pick vendors that you like, that you, that you could work with.
Speaker 2: (48:47)
Indeed. Yes. Dk we're gonna send out the recording along with the coupon, uh, the discount code for inbound 23 next year. Uh, that one's a big one.
Speaker 1: (48:58)
Uh, message from Grace, if you can't see where to enter the code of the ticket, sale widget, respond to the cookie banner and it will reveal the code entry box.
Speaker 2: (49:05)
Indeed. Yeah. Visible. We have a visible integration and we wanna make sure that you block or allow cookies and that'll pop that out. So hopefully again, see everybody. Yes. Big ups is Izzy. Yes. 23.
Speaker 1: (49:17)
Speaker 2: (49:18)
Excited. I think it went well.
Speaker 3: (49:20)
Izzy, the goat, is he the goat?
Speaker 1: (49:22)
Is he actually,
Speaker 2: (49:23)
Is he the goat?
Speaker 3: (49:24)
Uh, yeah, hundred percent.
Speaker 1: (49:26)
I feel like when we, when we first got on and met with the, the events team, I felt a little bit like I was meeting a celebrity because I have Izzy's emails in my inbox for like the last, I don't know how many years of like, everything inbound. I was like, oh, there, she's
Speaker 2: (49:40)
. Mm-hmm. . It's royalty. It's okay. It's okay to cry. It's okay to bother it's royalty. Um, so what technology would you men to help build an e-commerce site on HubSpot? Cms Am I believe you talked a little bit about this
Speaker 1: (49:53)
With what part? With the
Speaker 2: (49:55)
, uh, hub building an e-commerce site on HubSpot. Cms.
Speaker 1: (49:59)
Oh yeah. I mean, you can use HubSpot payments, you can use Shopify and then build it headlessly, like use it Headlessly and actually have the front end editing experience be inside of HubSpot. We've done that for many clients. Um, yeah, I mean there's, there's definitely a few ways to do it. Um, but if you want a real good shopping cart experience, you're definitely gonna wanna start looking into, um, maybe a little bit deeper than just the HubSpot payments component and bringing in a, an actual e-com. But Dax, I don't know if you got anything else there.
Speaker 2: (50:27)
Yeah, I think the biggest and easiest way to get a HubSpot e-commerce site out is gonna be leveraging something headlessly, uh, whether it be HubSpot front end with a Stripe checkout backend. Mm-hmm. , because you'd be able to build a, what they call a virtual cart. Um, you could do payment intents, you could accept a lot of different payments. So using HubSpot all the way through and leveraging the cart object in Stripe, um, and then something like an app like Zebra, where you'd be able to get those transactions right back into HubSpot on that object so you can get a full end-to-end experience. Leverage that Stripe data within HubSpot. Uh, that's probably the, that would be my first option would be like a stack of HubSpot with a stripe. Um, usually leveraging Stripe, their payment intents, their virtual cart, et cetera, their Stripe checkout. And then with an app like Zebra to, uh, which you can see Zebra in the HubSpot marketplace, uh, shout out to, you know, self shameless plug, but you'll be able to bring in those transactions right into HubSpot.
Speaker 2: (51:19)
And then you'd have the full feature, you can do your, um, you could use the Zebra transaction object to trigger your abandoned carts, your post-purchase, your up sales, your cross sales and power, all of that again with HubSpot. So really light stack, but you could get everything going with that. Uh, ooh, Carrie had a question code on customized blog post. Yeah, em, you could, uh, we actually have a conversation after that when you could, uh, do some, do some, uh, espionage show, kind of how that was worked out. But again, it's all about custom modules, being able to leverage HubSpot, CMS custom modules and code those up. It powers everything. So it's just like, it was just like editing any type of page but creating your own blog template with the blog loop. Um, that's where you're gonna be able to get that. So I'm sure that'll be a conversation you guys can have on that. It's
Speaker 1: (52:05)
Definitely based on the modules. That's how you do it. You, you create the modules, tie those to the design manager and then you can, um, actually have that show up on the drag and drop editor. But, um, don't wanna share too much of the secret, that's for sure.
Speaker 2: (52:19)
, I mean, I'm, I'm a
Speaker 1: (52:23)
You can do that,
Speaker 2: (52:25)
The lobby, you know what I'm saying? I just let it all out. Um, Milo has a comment. So about the personalized inbound rap page, was the date imported on a contact object? How is the sync to HubSpot? So the inbound wrap page was a HubSpot CMS page. The data was on the contact object of what awards they would get. So when the contact clicked through the email onto the page in the URL string, we would have the multi-select variables from that content or from that contact, which was basically a dynamic page that would show based upon that property of the contact, what awards would show. And the behind that further step back of what, how do I know what awards m deserved or m earned was based upon a big data mining project and then updating the contact with the results of that, of that data mining.
Speaker 2: (53:16)
So the dates, the dates, the times, all of that weren't necessarily imported into HubSpot, but the result of mining the dates, the times, the check-ins, the comments, all of that stuff was kind of simplified and normalized into HubSpot down to one property with multiple select of all the awards. So we had probably like 30 or 40 different awards that we had kind of curated and your contact would have the different check boxes of what they would get. When they get the email, they click it, it's in the u r o query stream. Which quick, which triggers the dynamic content. Try it at home.
Speaker 1: (53:50)
I was gonna say try it all Word press , . Oh, alright.
Speaker 2: (53:57)
Any other questions, concerns? We, we, we do this all day if all day was three more minutes.
Speaker 1: (54:03)
Speaker 2: (54:08)
Good stuff. Yeah, this, I had a good time.
Speaker 1: (54:11)
I had a great time. I'm
Speaker 2: (54:13)
Happy Dre. You know, being the needle side. I Mexico chilling. We got cross country. Cross country love here. So appreciate that
Speaker 1: (54:21)
Speaker 3: (54:23)
Absolutely. This is cutting into my taco time, but worth it for you. It's worth it for y'all. Absolutely. Absolutely. No, but thank, thank you so much for inviting me. Um, you know, working, working on Inbound for a couple years or actually three years was absolutely incredible. Working on this website with y'all last year was definitely one of the highlights of my career at HubSpot. So thank you and thanks for everybody that tuned in. It was great to see y'all. Appreciate y'all.
Speaker 1: (54:47)
Speaker 2: (54:48)
Big ups to everybody. Appreciate you guys. Um, contact us, contact, hope to see everybody at Inbound. That's what, see, so Dre already hit the tacos. Hopefully she hitting everything. So we out here, man. Appreciate you guys.
Speaker 1: (55:00)
Bye y'all. Thank you for coming.