How HubSpot Built a World-Class Conversational Marketing Program

How HubSpot Built a World-Class Conversational Marketing Program

Over the last few years, HubSpot’s audience has gotten chatty. Chatbots and live chat became some of the most popular ways to reach HubSpot and the humans here. For years, prospects have wanted to ask questions and get direction while navigating the website. In the past, we met this need with live chat that handed off to “coaches”. These coaches answered questions about pricing and features; they also helped free users better use their tools. Demand on this channel grew faster than our ability to hire coaches, so we scaled our live chat programs with chatbots. Those chatbots triaged, qualified, and routed prospects to the right team or content resource. […]

The 5 Best Podcast Editing Software, According to HubSpot’s Senior Podcast Producer

The 5 Best Podcast Editing Software, According to HubSpot’s Senior Podcast Producer

You’ve had the thought. You know — the one that kicks in on your way to the store, during the daily traffic jam, or underneath your subconscious before you fall asleep each night: I should make a podcast. One of podcasting’s most endearing qualities is its accessibility. Not only can anyone make a podcast, but everyone should make a podcast. Yeah, I said it. Hot take around some circles. Hitting the record button and talking into a microphone isn’t exactly going to land you on NPR. Your supportive aunt Janet might throw you a listen, but most audiences today expect a higher level of quality than an unedited, forty-five minute […]

3 Reasons Why Video Ads Are the Future of Advertising & the Ad Types Available (Data)

3 Reasons Why Video Ads Are the Future of Advertising & the Ad Types Available (Data)

What are you planning to spend on video ads this year? According to PubMatic’s Global Digital Ad Trends report, nearly three-quarters of advertisers plan to increase their digital video ad budgets between 2019 and 2020 and only 1% of advertisers plan to decrease spending: Traditionally, brands advertised on broadcast and cable TV, but have transitioned more and more to digital ads. So, not only are brands increasing their video ad budgets, but leveraging modern channels instead of traditional methods of delivery. Digital video ads present advertisers prime opportunities for data collection, brand exposure, enhanced targeting, and personalization – capabilities that traditional TV ads can’t compete with. Digital video ads are […]

SMX Overtime: How to run effective top-of-funnel search campaigns

SMX Overtime is part of our SMX speaker series from SMX presenters answer questions from attendees on a variety of topics. In February, I had the pleasure of speaking at SMX West about the ins and outs of top-of-funnel search campaigns. Since then, I’ve had a few follow-up questions come in, which I’ve answered below. What kind of micro-conversion do you recommend for top-of-funnel? There are so many good options for top-of-funnel micro-conversions. Think of micro-conversions as a way of delivering information and there are so many different ways to do that. The “best” way is going to depend upon your audience. Who are you trying to reach and how […]

Twitter Provides Tips on How Brands Can Connect with Their Audiences Amid the COVID-19 Pandemic

Twitter Provides Tips on How Brands Can Connect with Their Audiences Amid the COVID-19 Pandemic

What should your business be looking to say on social during the COVID-19 lockdowns? Should you be saying anything at all? Should you be looking to make sales and advertise offers? It’s difficult to know exactly what you should be doing, but for many businesses, there are still ways in which they can continue to operate, despite the restrictive conditions. And with engagement in social apps rising as people seek entertainment and distraction, it can actually be a good time to connect. If you do it right. So what should be you sharing? Twitter recently outlined a range of key tips, which also serve as some pretty solid digital marketing […]

LinkedIn Offers Free Job Posts to Essential Services Amid COVID-19 Pandemic

LinkedIn Offers Free Job Posts to Essential Services Amid COVID-19 Pandemic

LinkedIn has announced that it will provide free job listings to all essential services amid the COVID-19 pandemic as it seeks to help ease the burden on organizations facing significant stress and shortages. As per LinkedIn: “We’ve seen healthcare job posts on LinkedIn increase by 35% since the outbreak began. Similarly, supply chains, supermarkets, and freight delivery services are working around the clock to provide resources. To help, LinkedIn is offering free job posts for critical organizations who need to quickly find skilled workers to fill critical roles. It’s the least we can do to support those of you who are working tirelessly for all of us.” The free job listings […]

Snapchat Sees Higher Usage Amid COVID-19 Lockdowns, Outlines Key Trends of Note

Snapchat Sees Higher Usage Amid COVID-19 Lockdowns, Outlines Key Trends of Note

As with all social platforms, Snapchat has been seeing a lot more usage of late, as people stuck inside amid the COVID-19 lockdowns seek an outlet and a means to stay connected with the world beyond their homes. This week, Snapchat has provided an update on the specific usage trends it’s seeing in its app, along with some key notes on the trends that are gaining momentum, which could provide some valuable pointers for marketers looking to maximize their performance during our coronavirus-induced hibernation. First off, on usage, Snapchat says that it’s seen a 50% increase in video calls, while people are also spending 25% more time than normal using […]

YouTube is Working on a TikTok-Like Tool to Fend Off Rising Video Competition

YouTube is Working on a TikTok-Like Tool to Fend Off Rising Video Competition

Replication is normally Facebook’s key mitigation tactic, but increasingly, YouTube is also looking to “borrow” inspiration from its rivals in order to fend off competition, and maximize its market share within the video space. This week, The Information has reported that YouTube is working on a TikTok-like function called ‘Shorts’, which would essentially facilitate the same operations as TikTok within the YouTube app. As per The Information: “Shorts will include a feed of brief videos posted by users inside the Google-owned app and will take advantage of the video service’s catalog of licensed music, songs from which will be available to use as soundtracks for the videos created by users.” A YouTube-operated […]

When to Post on Instagram to Maximize Engagement (2020 Data) [Infographic]

When to Post on Instagram to Maximize Engagement (2020 Data) [Infographic]

When’s the best time to post on Instagram in order to maximize engagement? This is a common question in social media marketing circles, and while the true best time for your brand will relate to your unique audience, there are some guideposts and pointers that you can use, based on existing data, which can help to point you in the right direction, and improve your strategy. This week, the team from Tailwind has published its latest report into Instagram post times, broken down by industry, and based on analysis of over 1.8 million posts over the first three months of 2020. Again, these times are not prescriptive – they’re more intended […]

LinkedIn Provides Free Mindfulness Courses on LinkedIn Learning to Help People Deal with the COVID-19 Lockdowns

LinkedIn Provides Free Mindfulness Courses on LinkedIn Learning to Help People Deal with the COVID-19 Lockdowns

After announcing last month that it would be making a range of LinkedIn Learning courses available for free in order to assist those dealing with the impacts of the COVID-19 pandemic, LinkedIn has this week outlined six now free courses which can provide mental health and mindfulness guidance for those working to adjust to their new work/life balance. As explained by LinkedIn: “Over the past month, three-times as many people watched mindfulness and stress management courses on LinkedIn Learning than the previous month. Why? Well, we think it’s safe to assume that people are looking for ways to navigate this new normal. The boundaries between work and personal are more blurred […]