HubSpot’s CCO on Why We Need to Talk About Growth

HubSpot’s CCO on Why We Need to Talk About Growth

“G-R-O-W-T-H”: a simple, six-letter word that has become remarkably difficult to say in recent weeks. For years, “growth” had been on the lips of entrepreneurs, venture capitalists, journalists, and economists across the business world. A proxy for progress. An indicator of ingenuity. The ultimate sign of success. And then, the world changed. The uncertainty that has enveloped our communities and economies has jolted all of us into a new reality. And in this new environment, growth is a tough topic to broach. While a few companies are experiencing accelerated growth as a result of dramatic shifts in consumer behavior, most are facing significant challenges. And it is survival, not growth, […]

How to Live Stream Successfully: A Preparation Checklist for Marketers

How to Live Stream Successfully: A Preparation Checklist for Marketers

Raise your hand if you’d rather watch a video to learn something new than read about it. Go ahead — you’re not alone. 59% of executives say they’d rather watch a video than read text, too. And really, that number makes sense — we are a society of video streamers. (I mean, hello, Netflix.) But if you’re not sure how to run a live stream event on social media, fear not. We’re here to make sure you don’t just hit the “Live” button on Facebook and stare at the camera like a deer in headlights. Instead, we’ve come up with a comprehensive checklist to help you plan your first — […]

5 Noteworthy Examples of Corporate Social Media Policies

5 Noteworthy Examples of Corporate Social Media Policies

As a marketer, social media is undeniably important – in fact, in 2020, three-quarters (74%) of all global marketers now invest in social media marketing. Social media can help you engage with new audiences, increase brand awareness, handle customer service inquiries, and even increase sales. (As an avid Instagram user, I can’t count the amount of times I’ve “Swiped Up to Purchase” on a link from a popular influencer.) But there’s plenty of risk involved with social media, as well. Among other things, a bad social media post could spiral into a full-blown PR crisis or get your business into legal trouble. Fortunately, there is a tactic you can use […]

10 Social Media Fails to Avoid in 2020

10 Social Media Fails to Avoid in 2020

Chances are you’ve witnessed a social media fail sometime in the past year. It usually results from a sense of urgency, or a miscommunication that ignores common sense, all for the sake of gaining attention. It’s true: Follow just a bit of poorly-advised posting on social media, and you, too, can create your very own brand fail in a matter of minutes. Many brands are over-concerned with posting frequency and speed, and not concerned enough with tactics that ensure quality and proper context. A single spur-of-the-moment tweet can cause irreparable damage. And even after it’s deleted, the examples below show that content on social media never truly dies — so […]

How HubSpot’s Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

How HubSpot’s Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

Acquisition marketing campaigns are critical to bring in new customers and revenue. At HubSpot, we run these campaigns quarterly. Despite the rapid cadence, every quarter we work to create new, remarkable ways of reaching, informing, and converting our audience. I wrote this post to share with you how we crafted our latest acquisition campaign to hit and exceed our acquisition targets. Establishing the Campaign The beginning of our Q1 2020 Acquisition Campaign started with a blinking cursor. As we brainstormed how to start our research, we had a few inputs to work with. First, we knew our target audience consisted of marketing managers, as we were re-launching our Marketing Hub […]

LinkedIn’s Testing Its Own Stories Feature: What Marketers Need to Know

LinkedIn’s Testing Its Own Stories Feature: What Marketers Need to Know

On an average day in 2020, roughly 500 million people watch Instagram Stories while 186 million people log into Snapchat. While platforms like Instagram and Snapchat have taught us how entertaining social media Stories can be to the average person, LinkedIn’s product team is now wondering if this content can also be intriguing to business professionals. In February, LinkedIn announced that it was beginning to internally test a new Story feature on its platform. While LinkedIn Stories is just an experiment at this point, the online networking company says that this endeavor comes after other major social networks like Instagram, Facebook, and Snapchat have succeeded and drawn in new audiences […]

4 Pivots Companies Are Making in Light of COVID-19 [New Data]

4 Pivots Companies Are Making in Light of COVID-19 [New Data]

When HubSpot surveyed a handful of business leaders within our customer base, we discovered that most expect to see “somewhat slower” or “much slower” growth in the next year as a result of the global pandemic and economic climate. Data from our more-than 70,000 global customer base supports business slowdown predictions. In the first few weeks of the crisis, we saw that while sales outreach has increased, response rates and deal volume dropped to new lows. Although sales email engagement has rebounded greatly to new highs in recent days, the large and noticeable dip demonstrates the uncertainty and evolving metrics that brands are seeing right now. Both Sales and Marketing […]

Deal Creation Bounces Back After Early April Lows [COVID-19 Benchmark Data, Updated Weekly]

Deal Creation Bounces Back After Early April Lows [COVID-19 Benchmark Data, Updated Weekly]

The economic impact of COVID-19 is undeniable. Businesses all across the globe are learning how to adapt to these new circumstances and we’re all learning how to operate in a “new normal” that’s constantly changing. That’s why we’ll be publishing week-over-week trend data for core business metrics like website traffic, email send and open rates, sales engagements, close rates and more. We hope to establish useful benchmarks to measure your business against, and serve as an early indicator of when short- or long-term adjustments may be needed in your strategy. While this post focuses on the highlights of last week, you can explore all the data we’re publishing here.   […]

How Responsive Web Design Works

How Responsive Web Design Works

It’s no secret that more and more people are accessing the internet using their mobile devices in addition to or in place of desktop computers. In fact, there are almost 7 billion mobile users worldwide. (For reference, the world population is currently 7.7 billion. That’s a lot of mobile activity.) But what they’re doing on those mobile devices is even more compelling for marketers like us. 40% of consumers use their mobile device to conduct research prior to making an in-person purchase. More than half routinely make purchases using their smartphones, and 55% of shoppers make mobile purchases after finding products on social media. As a result, companies that have […]

The Plain English Guide to Dark Posts on Facebook

The Plain English Guide to Dark Posts on Facebook

This morning, I did my usual social media scanning before getting ready for work, and as I was scrolling Facebook, I began to notice ads for companies I didn’t recall following. For instance, I read the blog from B2B company, Drift, pretty frequently, but don’t follow the company’s Page on Facebook. Even so, I still noticed this ad: Even though this was a surprise, I wasn’t too worried — I simply figured my web behavior had influenced the types of ads I was seeing, which in part, is true. But when I visited the company Page to follow it, I couldn’t find the ad I saw above. That was when […]