Internet Marketing / 3433 posts found
Why Export GA4 Data to BigQuery? — Whiteboard Friday
Unlock the full potential of your analytics. Dave Westby explains 8 key reasons to export GA4 data to BigQuery, from overcoming retention limits to fixing data sampling.
What is an attribution window in marketing? What marketers need to know
An attribution window is the defined time period when a marketing touchpoint — such as an ad click, email open, or page view — can be credited for a conversion. Window length directly affects how conversions are counted, how channels perform, and how budget decisions are made. Platforms use different defaults, and these differences often create mismatches in data across tools. Marketers use HubSpot attribution reporting to compare model outcomes with consistent lookback periods and align windows across platforms. A marketing attribution window determines which touchpoints are eligible to receive conversion credit, shaping how teams interpret performance and drive decisions […]
Marketing operations tech stack audit: A proven checklist for operations teams
Marketing tech stacks often expand fast, leading to sprawl. The result is low tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit brings structure back to teams with bloated software. During the audit, teams identify opportunities to cut redundant software, resolve data issues, and improve ROI. Ironically, teams may also surface the need for new tech to manage large volumes of data. HubSpot’s Data Hub is designed to help, combining data across each company’s tech stacks. This post explores when marketing operations tech stack audits are necessary. […]
AI engine optimization audit: How to audit your content for AI search engines
An AI engine optimization audit evaluates brand visibility, accuracy, and citations in AI-powered search engines. It highlights how a brand appears across ChatGPT, Gemini, Perplexity, and Bing Copilot, and identifies gaps in the facts, descriptions, and links these systems rely on. In contrast, a traditional SEO audit focuses on website rankings and technical health in classic search engines. AI search extracts information directly from content, public sources, and structured data. This shift changes how buyers discover brands and validate solutions. Growth-focused teams benefit from precise, consistent brand details in AI summaries, as these summaries influence early research, shortlists, and pipeline […]
Voice search optimization: How to get your business heard about
A couple of decades ago, “voice search optimization” sounded like something out of a science fiction movie. Today, if we need to find the nearest taco stand, check stock numbers — or know how to say “dinosaur” in Spanish right this second like my sweet three-year-old nephew — we don’t think twice about asking Siri or Alexa. From smartphones to smart speakers and smart TVs, conducting web searches with our voices is common. In many cases, it’s even faster, more convenient, and easier than typing in a query. That’s likely why the global speech and voice recognition market is projected […]
Answer engine optimization vs. traditional SEO: What marketers need to know
Understanding answer engine optimization (AEO) vs. traditional SEO has become mission-critical for content managers and marketing leaders as search shifts toward AI-generated responses, voice results, and zero-click experiences. While page ranking on Google is still important (for now), success increasingly depends on whether a brand stays visible when an AI system summarizes an answer. Traditional SEO still drives performance for long-form content, rankings, and organic traffic. AEO, however, determines whether a brand appears in AI Overviews, featured snippets, and voice search. Answer engine optimization and traditional SEO models run in parallel, and they rely on different signals, content structures, and […]
How to Build AI Citations — Whiteboard Friday
Learn how to build AI citations and rank in ChatGPT and Gemini. Charlie Marchant explains how to research prompts, analyze sources, and use proactive outreach to get your brand referenced in AI answers.
Adaptive marketing: Proven strategies for growing companies
The best marketing isn’t chiseled in stone. Apative marketing is alive, responding to new tools, shifting consumer preferences, trends, and real-time data. Changing with the trends gives brands a competitive edge, if marketing teams handle it correctly. Many traditional marketing tactics (like brochures, billboards, and magazine ads) aren’t adaptable. Digital marketing can always be tweaked and improved based on performance. Tools like Marketing Hub use data-driven segments to help create adaptive, personalized offers. Adaptive marketing offers a greater competitive edge than ever before. An adaptive marketing approach gives brands the flexibility to respond to real-time data about trends, user behavior, […]
Email marketing reporting: Our top best practices and tool recommendations for 2026
Here’s a (maybe) mildly spicy hot take: Email marketing reporting is the backbone of any performance-focused email strategy. Without it, you’re sending campaigns into a void, unable to see what’s working, what’s falling flat, and most importantly, what’s driving revenue. The top reporting features in email marketing software go far beyond open rates and click-throughs. Today’s email reporting tools enable closed-loop reporting, connecting every email touchpoint to pipeline outcomes and customer lifetime value. This means marketers can finally answer the question executives care about most: How does email contribute to revenue? In this guide, I’ll break down what email marketing […]
Introducing the Agentic Customer Platform
The Gap Between Output and Outcomes Over the past two years, I’ve had hundreds of conversations with business leaders about AI. The pattern is always the same: initial excitement about what AI can do, followed by frustration about what it actually delivers. “It writes great emails,” they tell me. “But are they converting?” Not really. “It can research prospects in seconds.” Great. But is it finding the right ones? Usually not. The gap between AI‘s impressive output and the business outcomes we actually need has never been clearer. At HubSpot, we have an opinion on why this gap exists. It’s […]