3 Types of Marketing Attribution Software to Try in 2020

3 Types of Marketing Attribution Software to Try in 2020

Despite (and because of) the many technologies marketers use, determining what drives a sale remains one of the messiest areas of marketing. Figuring out which channel or touchpoint convinces a customer to make a purchase is as much of an art as it is a science. To get to the bottom of it, marketers use attribution modeling. But attribution modeling comes in many forms. read on to find out how attribution marketing can help your business. What is Marketing Attribution? Using attribution models, marketers learn where sales triggers lie on the customer’s path to purchase. If an outsized percent of shoppers decide to buy online after visiting a physical location, […]

7 Request for Approval Emails to Make Client Communication Easier [Templates]

7 Request for Approval Emails to Make Client Communication Easier [Templates]

When you’ve got an important email to write, it can seemingly take hours. You write, revise, delete, and agonize over every word, link, and even your email signature. And if you are selling your staff’s time in the form of the billable hour, this can be a huge waste of resources. While we’re talking about one-on-one communication, it’s a worthwhile pursuit to create a library of canned email responses or templates that your team can use for specific activities or in response to clients. It ensures that the communication from your team is clear and consistent, makes it easier to respond to requests more quickly, and removes the uncertainty that junior staffers […]

Designing a Podcast for Audio SEO, According to HubSpot’s Podcast Expert

Designing a Podcast for Audio SEO, According to HubSpot’s Podcast Expert

In 2019, Google began rolling out what is arguably one of the most significant changes to its search engine since the introduction of dedicated video carousels in June 2018, or the introduction of featured snippets in October 2017: Google has begun to ad podcasts to search results. Every minor tweak to the search algorithm can have marketers scrambling to understand how they can take advantage of this shift — or, for the more pessimistic, how to avoid getting pushed to the dreaded page two of search results. Adding the podcast to search results is going to affect content creators, SEO specialists, marketers, and perhaps most importantly, it will also likely […]

How 13 Brands Are Leveraging Snapchat Discover

How 13 Brands Are Leveraging Snapchat Discover

Since Snapchat launched in 2011, brands have been experimenting with new ways to reach the platform’s Gen-Z and millennial audiences. However, marketing on Snapchat hasn’t always been easy. Between 2015 and 2017, brands like NASA, Warby Parker, and Sour Patch Kids started their Snapchat strategies by creating individual accounts. Based on the fact that none of these accounts are still posting, it seems that they quickly found that Snapchat’s platform did not do them any favors. For example, since branded individual accounts are essentially the same as personal accounts, there’s essentially no difference between businesses and people on the platform. When following a business on Snapchat, it’s hard to tell […]

Millennials vs. Gen Z: Why Marketers Need to Know the Difference

Millennials vs. Gen Z: Why Marketers Need to Know the Difference

In recent years, there’s been a common misconception that Gen Z and millennials are essentially the same. When companies discuss reaching younger audiences, many often lump Gen Z and millennials into the same group and create one campaign strategy that they believe fits both groups. Sure, many millennials and Gen Zers are considered “young adults.” Not to mention, both generations are highly connected to technology and the internet. With these similarities in mind, it might seem effective and cost-efficient to run one campaign aimed at both generations, but is this really the right move? To investigate, I decided to start by letting consumers weigh in on whether or not the […]

The Unsung Relationship Between Customer Experience & Marketing: Delivering the Brand Promise

The Unsung Relationship Between Customer Experience & Marketing: Delivering the Brand Promise

If I asked you what marketers identify as the number one most exciting business opportunity in 2019, I bet most of you would guess “social media”, “mobile-first experiences”, or even “video marketing”. However, the Annual Digital Trends report by Econsultancy and Adobe revealed a surprising truth — marketers actually identified “optimizing the customer experience” as the most exciting business opportunity. Clearly, marketing plays a critical role in defining, communicating, and managing the customer experience. Here, we’re going to explore how customer experience and marketing intersect, who owns customer experience, and marketing best practices for supporting an organization’s customer experience. Delivering experiences that delight customers takes a planned, proactive, and holistic […]

How to Research like HubSpot’s Research Team

How to Research like HubSpot’s Research Team

In college, research was always my favorite part of writing papers. I don’t know why, but finding data to back up my hypotheses always gives me a thrill. But, even though I love research, it’s not exactly my forte — and I know I’m not alone. Conducting market research is a necessity for both B2B or B2C companies. It enables you to use hard data to back up theories and predictions about customer behavior. This data can influence how you structure a campaign, and how you interact with customers. However, when researching for marketing purposes, it can be tricky to know where to start, and how to keep going when […]

How We Prioritized Which Review Sites We Care About at HubSpot

How We Prioritized Which Review Sites We Care About at HubSpot

HubSpot CEO Brian Halligan has said it many times: More businesses die each day from overeating than from starvation. They spread themselves across so many different priorities that it becomes impossible to gain major traction with any of them. The same is true when it comes to managing customer reviews for your business. There are so many different places a business can be reviewed today that keeping them all in order can feel a bit like a game of Whac-a-mole. (A few examples would be G2, Gartner Peer Insights, and Capterra.) This was the problem we faced at HubSpot. If we tried to give the same care and attention to […]

5 Secrets of Creating Click-Worthy Social Media Cards

5 Secrets of Creating Click-Worthy Social Media Cards

Before my blog writing days at HubSpot, I was working at a marketing agency where I was in charge of social media posts for our clients. One time, I was posting a blog on Facebook, but it kept aggregating the wrong image. Frustrated, I went to Google to find the answer: social media cards. I found out that on Twitter, businesses using Twitter cards get 89% more favorites, 18% more clicks, and 150% more retweets. That’s when I knew I had to learn more about social media cards. Below, we’ll review what social media cards are and how to create them. Then, we’ll look at social media card design and […]

13 Creative Stunts People Used to Land Their Marketing Dream Jobs

13 Creative Stunts People Used to Land Their Marketing Dream Jobs

If you want a creative job in a competitive industry, sometimes the traditional resume and cover letter combo just doesn’t cut it. To get the attention of a hiring manager at a top agency, you’ll need something that highlights your assets, proves your intense interest in the agency, and differentiates you from a crowd of people trying to do the exact same thing — all without seeming too over-the-top, gimmicky, or creepy. No sweat, right? For your inspiration and amusement, we’ve put together a list of seven creative approaches used by real job seekers in the marketing and advertising industries. While flashy stunts alone aren’t likely to land you the job, they just might help you get […]