How Dynamic Content Makes Your Marketing More Personal

How Dynamic Content Makes Your Marketing More Personal

The first time Amazon introduced me to the perfect book for me via their recommendation engine, I was completely awed. The idea that a website could not only recognize a return visitor, but also discern their interests and alter their site experience accordingly felt like nothing short of magic. For instance, when I check Amazon’s site, I can find numerous personalized recommendations just for me, and it still feels like a delight, every time. Since then, data-driven personalization has become more common, though not entirely pervasive in the marketing space — perhaps due to a lack of understanding around how it really works. I mean, just what drives all this […]

A Content Marketing Playbook for Times of Crisis

A Content Marketing Playbook for Times of Crisis

The COVID-19 pandemic has sent businesses scrambling to pause plans, edit emails, and cancel campaigns. And while everybody seems to know what not to publish these days, many marketers are asking: what should we put out into a world in the throes of a crisis? It’s a conundrum facing countless creators across the globe. They’re wondering how to be empathetic without being disingenuous. How to offer value without seeming opportunistic. And how to be there for their audience without adding to the noise. These are important questions to ask at a time like this. Essential, in fact. But underpinning all of them is a much simpler question that gets to […]

Tips & Templates for Truly Memorable Product Announcements

Tips & Templates for Truly Memorable Product Announcements

Your organization spends time and money researching, developing, and implementing a great product. The next (ongoing) step is to bring awareness to that product and its changes. That’s where you come in. In the product marketing space, you have three main goals: increase the number of users, improve adoption and loyalty of those users, and reduce churn. As the development team continues to reduce friction by adding or improving features, users must be made aware of these changes so you can fuel your flywheel. The effort that will have the most impact in this endeavor is investing in your product announcement strategy. Product Announcement A product announcement is the initial […]

How to Bridge the Gap Between In-Person and Online Lead Generation

How to Bridge the Gap Between In-Person and Online Lead Generation

From a marketing standpoint, the great benefit of online channels is the ability to track and measure how effective they are. Knowing which social links led to a conversion, or which web pages ultimately influenced a customer to purchase your product, makes us better and more effective marketers. But what about the power of in-person events? How do you measure the value of a speech or understand the influence a conference had amid all the other interactions a prospective customer had with your company online? Linking the online and offline activities has long been a challenge for marketers — but it’s not impossible. Here, let’s dive into a few ways […]

An Inside Look At HubSpot’s Enterprise Marketing Playbook

An Inside Look At HubSpot’s Enterprise Marketing Playbook

We debate a lot at HubSpot about how much of our marketing playbook to share with the world. That’s the tricky thing about marketing to marketers (and sales and service teams for that matter) — your instinct is to share everything, but if you do, you run the risk of losing your competitive edge. So, you keep your biggest wins, worst failures, and deepest insights under lock and key, safe from the prying eyes of your competitors. But in doing so, you also keep them hidden from your customers and the wider community. Start-ups tend to lead the way when it comes to sharing. They shine a light on their […]