The Hypha Wire | 6/14/24 Edition

Welcome back to The Hypha Wire!

I’m heading out to spend some time at my favorite lake for the weekend, and I’ll be in the car for a decent stretch of time. My traveling playlist is dictated by whether I’m driving solo or not, but when I am alone it’s podcasts the whole trip.

With summer in full swing, I’m sure there will be plenty of others hitting the open road. So in honor of my mini getaway, I wanted to share some of my fave podcasts.?

I’ve included a mix of topics—from tech news and workplace topics to bingeable deep dives. Take a look, and subscribe on your favorite podcast app. And, don’t forget to send me your must-listen recommendations!

• What Next: TBD : Slate Magazine ’s popular daily news podcast “What Next” brings you “TBD,” a clear-eyed look into the future. From fake news to fake meat, algorithms to augmented reality, Lizzie OLeary is your guide to the tech industry and the world it’s creating for us to live in.
• WorkLife with Adam Grant : Organizational psychologist Adam Grant takes you inside some truly unusual places, where they’ve figured out how to make work not suck.?
• American Scandal : Scandals have shaped America since its founding. From business and politics to sports and society, we look on aghast as corruption, deceit and ambition bring down heroes and celebrities, politicians and moguls. And when the dust finally settles, we’re left to wonder: how did this happen? Where did they trip up, and who is to blame??Hosted by podcaster Lindsay Graham .
• If Books Could Kill : The airport bestsellers that captured our hearts and ruined our minds. Hosted by journalist Michael Hobbes and lawyer + podcaster Peter Shamshiri.
• Song Exploder : A podcast where musicians take apart their songs, and piece by piece, tell the story of how they were made. Hosted by musician + podcaster Hrishikesh Hirway .

- Sage Levene , VP of Marketing, Hypha HubSpot Development

Open Mic ??

HubSpot Tightens The Security Belt Around Your HIPAA

By Steve Mosco , Managing Inbound Content Developer, Hypha HubSpot Development

If you’re anything like me, you store all of your most sensitive documents in a nearly 30-year-old shoebox crammed responsibly in a plastic bin under your bed. Well, it’s safe to say that the fine folks at HubSpot pot probably take a different approach to security, as evidenced by their latest HIPAA support update . To each their own, I suppose.?

If you’ve ever found yourself nervously side-eyeing your data security protocols, this one’s for you. HubSpot’s Smart CRM securely stores and manages all manner of sensitive information. Go ahead, breathe easy and cease sweating profusely over compliance issues.?

For those in healthcare, this is like being gifted a sleek and strong muscle car. Maybe a Pontiac GTO (I dunno. I’m not into cars). The point is this new HIPAA Support from HubSpot is really freakin’ sweet. It tailors patient communication based on health data and securely manages patient demographics without the constant fear of a data breach. But it doesn’t just have to be healthcare—think of the possibilities for any business that handles sensitive information. From payment histories to personal details, HubSpot’s new feature promises to keep everything under lock and key.

These new security features mean you can finally relax a bit and stop worrying about digital boogeymen stealing your data. HubSpot’s got you covered with things like audit logging and platform encryption, making GDPR and HIPAA way less of a headache. Plus, with advanced authentication and proactive security tips, you can be sure that only the right people are getting access to your precious information.

What does this mean for your business? Simply put, growth without the groans. With a unified view of your customers, you can segment audiences, qualify upsell opportunities, and offer personalized post-sale service—all while staying compliant.??

With this new feature, HubSpot helps you safely leverage sensitive data to fuel your go-to-market strategies, leaving you more spare time. Maybe consider a new hobby? I hear yoga is a thing people do.?

Second Hand News ??

TechCrunch : TikTok comes for Google as it quietly rolls out image search capabilities in TikTok Shop by Aisha Malik ?

A companion piece to last week’s social media/search article. Another sliver of the pie is taken from Google. Thankfully this time it’s not a piece that affects the B2B industry.?

“After leading the social media landscape, TikTok appears to be interested in challenging Google’s dominance in search. The company confirmed to TechCrunch that it’s testing the ability for users to take or upload a photo to find similar products in TikTok Shop.

“While you have always been able to search for specific items on TikTok Shop, you no longer have to rely on textual descriptions. The ability to use image search for shopping is something that Google has offered for years with Google Lens, its visual search tool. Image search is also currently offered by Amazon, another tech giant that TikTok is looking to compete with.”

Demand Gen Report : The B2B Marketer’s Guide To Gaining Traction With Gen Z Buyers ?by Kelly Lindenau ?

And speaking of B2B, a new group of decision makers are coming into power every day, as a few big Gen Z waves are now out of college, and in the workforce. Every generation has their own general identity, and we need to tailor our outreach accordingly. This piece is a nice overview of a study that was conducted called, “Unveiling Gen Z: What They Want You To Know In Their Own Words .” My favorite highlight:

“Additionally, younger generations are more apt to be critical throughout their buying journeys, as 90% cited dissatisfaction with the vendor in at least one area. The two primary sources for younger buyers’ dissatisfaction revolved around the relationship with the sales rep and their competence during the buying process.”

Hypha Highlights ???

As an agency that serves B2B clients, a lot of our work—and our clients’ success—lives and dies by the Google algorithm.?

So when news emerged recently that the algorithm had accidentally been posted to a public website, we sat up and took notice—along with every other SEO practitioner on the planet. After all, fortunes have been built and lost on the ability to understand and reverse-engineer the famously complex, opaque, and ever-changing system that delivers Google’s best guess at the information that will satisfy each of the?8.5 billion searches ?performed on its site every single day.?

At Hypha, we’ve long held that the search for SEO hacks is somewhat self-defeating: no sooner have you re-tooled your site for the latest can’t-miss strategy—along with every other SEO out there—than Google pulls the rug out by tweaking the algorithm to de-emphasize the approach.

But that doesn’t mean we can’t learn anything from this leak—there’s a huge delta between staying on top of things that Google thinks are important ranking signals and chasing short-term traffic.

Read: Two Lessons From Google’s Algorithm Leak We’re Putting Into Practice ?

Heard on Slack

Dillon Friday : Not sure how I feel about HubSpot changing ‘If/Then’ to ‘And/Or’ in the workflow tool. I have my lawyer standing by.

HubSpot Hacks

INBOUND 2024

?The INBOUND agenda is now live! Give it a look , and don’t forget to grab your ticket.

Cover to Cover ??

The titles team Hypha can’t get enough of.

The Wake Up: Closing the Gap Between Good Intentions and Real Change by Michelle MiJung Kim

“In The Wake Up, Michelle MiJung Kim shares foundational principles often missing in today's mainstream conversations around ‘diversity and inclusion,’ inviting readers to deep dive into the challenging and nuanced work of pursuing equity and justice, while exploring various complexities, contradictions, and conflicts inherent in our imperfect world. With a mix of in-the-trenches narrative and accessible unpacking of hot button issues—from inclusive language to representation to ‘cancel culture’—Michelle offers sustainable frameworks that guide us how to think, approach, and be in the journey as thoughtfully and powerfully as possible.”

How can we help you?

Industry Spotlight: Environmental Sustainability

American Organic Energy (AOE) is tackling the challenge of organic waste disposal on Long Island and beyond with a vision to transform the landscape of environmental sustainability. When AOE approached Hypha in 2017, the company’s objective was clear: Establish a digital presence matching the innovative nature of its mission and increase its visibility within a competitive market.

Hypha’s Solution

• Logo Design/Branding
• Corporate Messaging
• Website Redesign
• Core Site Content
• Lead Generation
• SEO
• Content Creation
• Collateral & Graphic Design

Tech Stack

• CMS Hub
• Marketing Hub

Through these strategic initiatives, Hypha HubSpot Development not only established AOE’s online presence, but positioned it as a prominent player in the organic waste management industry poised to make a significant environmental impact.

Read the AOE Case Study ?

Thanks for reading! We’ll catch you in next week’s edition. -Team Hypha

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