23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More

23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More

Believe it or not, driving traffic to your website — albeit challenging — isn’t enough to sustain your business. In an effort to truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete a desired action. In some cases, these optimization techniques might be as basic as changing the color of a CTA. In other cases, there’s a lot more that can be improved. The list below outlines a ton of helpful tools for marketers who are looking to optimize their conversion rates. To help you understand which tools are used for what, we’ve also broken this list into a […]

A Look Back at How COVID-19 Impacted Businesses in Q2

A Look Back at How COVID-19 Impacted Businesses in Q2

Since COVID-19 was declared a global pandemic on March 11, businesses have had to reckon with its economic impact for over a full quarter. For the last several months, we’ve been publishing weekly cuts of data on core performance metrics, to provide business owners with useful benchmarks as they adapted to circumstances that were changing by the day. Now that businesses have closed the books on Q2, we wanted to take a step back and assess where our customers are, four months later. How does the state of business compare today to where it was in March? How have teams changed their behavior to adapt to the new economic climate? […]

How SEO is Different Around the World, According to HubSpot Content Strategists

How SEO is Different Around the World, According to HubSpot Content Strategists

In 2020, brands are increasingly growing global awareness with international marketing strategies. And, one major way they’ve driven traffic from different regions to their site is through international SEO. But, like any marketing campaign, SEO is not always a one-size-fits-all approach. In fact, every country is diverse, uses the internet a little differently, and might have different sets of regulations. Not to mention, audiences in one country might have vastly different interests, cultural backgrounds, and values than audiences in another region. As a marketer, your biggest goal should be to know your audience. And, according to HubSpot SEO experts, this is no different when it comes to building an SEO […]

How to Write a Request for Proposal with Template and Sample

How to Write a Request for Proposal with Template and Sample

Whether you’re working for a small agency or a major marketing firm, you’re probably eventually going to need to fill out a Request for Proposal, or RFP. Your company can’t do everything internally, and when your business needs to purchase a product or service from elsewhere, you might need to shop around. An RFP allows you to collect offers from various vendors and select the vendor that best meets your criteria, both in regards to skill and budget. Any time you outsource work to a supplier, there’s a potential for issues such as miscommunication around the scope of the work and the compensation. What a good RFP does is eliminate […]

Why Consumers Subscribe and Unsubscribe from Email [New Data]

Why Consumers Subscribe and Unsubscribe from Email [New Data]

Think email marketing is dead? Think again.. Email marketing is actually thriving. In HubSpot’s 2020 State of Marketing Report, roughly 80% of marketers said their brand’s email engagement had improved in the last year. Our researchers also discovered that brands make an average of $42 for every dollar spent on email advertising. mail marketing is still widely used and continues to offer many benefits to marketers. It can boost brand awareness, increase web traffic, delight your audience, and ease subscribers through the customer funnel. While email marketing isn’t a new strategy,, many marketers still struggle to grow and maintain the size of their subscriber lists. But you shouldn’t throw in […]

How to Develop a Successful Marketing Mix Strategy [+ Templates]

How to Develop a Successful Marketing Mix Strategy [+ Templates]

One of the first things you’re taught in your Introduction to Marketing class is that marketing can be best explained using the marketing mix — also known as the four P’s. They are — and say ’em with me, because if you took that class, you know these four words by heart: Product Price Place Promotion One of the first things you’re taught in your first marketing internship or job, however, is that marketing entails so much more than can be simplified in a four-section marketing mix matrix. Still, there’s an undeniable benefit of marketing teams organizing their work into the marketing mix framework. When you stray too far away […]

Gated Content: What Marketers Need to Know

Gated Content: What Marketers Need to Know

As William Shakespeare once wrote, “To be or not to be, that is the question.” Marketers have a similar classic debate and that is: gated versus ungated content. While 80% of B2B content marketing assets are gated and lead generation is one of the top objectives for marketers, it’s not an open and shut case. That’s why we’ve gathered everything you need to know about gated content in this post. Below, let’s review what gated content is and how it compares to ungated content. Then, we’ll dive into gated content best practices and look at some examples. So, how does gated content work? Usually, users arrive at your website and […]

How HubSpot Video Managers Coordinate and Produce Content Remotely

How HubSpot Video Managers Coordinate and Produce Content Remotely

In early 2020, video overtook blogs and infographics as the most used type of marketing content. Around the same time, remote work grew more than ever before. As companies quickly began to pivot to remote workspaces, video marketers were left wondering how they would create content with the same production level as something filmed in a brightly lit studio with professional equipment. Additionally, video creators who once filmed interviews or explainers featuring thought leaders needed to determine how they’d continue to incorporate talent remotely. Despite the challenges of making videos from home, companies like HubSpot ultimately figured out processes that allowed them to keep creating helpful content for their audiences. […]

The Ultimate Guide to Social Testing

The Ultimate Guide to Social Testing

As marketers, we know the importance of making data-driven decisions. The more data we know about our audience — from how many are being reached to how many engage with our content — the more we’re able to make effective marketing moves. Having the numbers to back up marketing strategy is almost as important as the strategy itself. If numbers aren’t your favorite thing to calculate, that’s not a problem (thankfully). There are so many strategies and automation tools to back up those tough marketing choices effectively — no math needed. For instance, let’s say you’re running a social media campaign, and one of your Facebook posts includes a video. […]

How to Create a Social Media Report [Free Template]

How to Create a Social Media Report [Free Template]

Social media is an undeniably powerful channel for marketing in 2020. In fact, social networks are the biggest source of inspiration for consumer purchases, with 37% of consumers finding purchase inspiration through social channels. However, if you’re using social media as a tool for organic exposure and brand awareness, rather than just a channel for paid ads, it can be difficult to track the success of your efforts. As any social media manager knows, successful implementation of a social media strategy is contingent on countless factors — and all companies prioritize different channels, metrics, and criteria for success. For example, is paid more important than organic to your business, and […]