If you’d asked me early in my career to define what marketing is, I would have no doubts. “Marketing is about promoting products,” I’d say. But today, it’s one of the toughest questions to answer.  The term is so broad and flexible that it’s hard to pin down. Marketing is present in all stages of the business, beginning to end. Without marketing, you can’t truly understand your audience, create a product that fits their needs, or successfully bring it to market. Marketers have the firmest finger on the pulse of your consumer persona. In this guide, I’ll show you in […]

Tackling marketing without a solid plan is like putting together a puzzle without all the pieces — I know this firsthand. Before using a marketing strategic framework, my efforts often felt scattered, with no real direction. But once I started implementing these frameworks, things started to click. Suddenly, my campaigns were more focused, organized, and way more effective. I noticed the sky looked bluer, and the flowers smelled sweeter. Well, maybe that last part isn’t true, but everything seemed to run much more smoothly. A good marketing framework doesn’t just give you clarity: it turns your entire strategy into a […]

On my fridge, I’ve got a magnet my parents gave me that says, “Hold on… Let me overthink this.” So today’s marketing master’s third lesson really hits home for me.  Jenna Kutcher is a digital marketer, podcast host, and author. As the founder of a multi-million dollar brand, she thinks marketers are overcomplicating it.  Keep reading to learn her three favorite tips for marketers looking to get ahead during a time of such intense search volatility.  Lesson 1: Don’t sleep on Pinterest. One of the most frustrating experiences for Jenna is chatting with marketing big-wigs and hearing Insta and TikTok […]

One of my favorite Super Bowl commercials is 2020’s Boston-set “smaht pahk” ad, which heralded Hyundai’s self-parking feature.  Rachel Dratch’s and Chris Evans’ exaggerated Boston accents grab your attention. John Krasinski confidently eyeing a too-narrow parking space piques your interest. If you’ve ever squeezed into a parallel parking space, lurching back and forth a few inches at a time, this ad probably awakened a burning desire for a self-pahking cah. By the time David “Big Papi” Ortiz leans out of a nearby window and watches the sedan easily slide between two poorly parked cars, you’ve gone into action and pulled […]

Welcome to HubSpot’s Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry. “Use AI. But not too much AI … and in the right ways.” “Optimize for SEO – but it’s changing completely and irrevocably, so also optimize for other channels.” “Speed and relevancy are top priorities. But we also need a 3-6 month content calendar which will require rallying a cross-functional team.” Sound familiar? These are just a few of the six paradoxes Jasper’s Head of Enterprise Marketing and Communications, Samyutha Reddy, recently posted […]

As the pandemic surged in 2020, people stayed home, and demand for home improvement services went through the roof. Construction companies swooped in and launched targeted marketing campaigns. One example is Brett Landscaping, which sold almost its stock of higher-priced porcelain paving products. Fast forward to 2024, people are at work. The economic outlook is grim, and interest rates and inflation are high. These factors have led to one outcome: declining interest in construction and home improvements. Our yearly business recap shows the construction industry saw decreases in customer acquisition metrics. Inbound leads are down by 3.8%, web conversions by […]

Our 2024 State of Marketing & Trends Report went live earlier this year, and I recently dug into the data and compiled a list of key marketing recommendations for this upcoming year to answer common questions like: Which industry trends and tactics are marketers investing in? What challenges are they facing? And, what are their plans and expectations for 2024 and beyond? Let’s dive into my recommendations. 11 Data-Backed Marketing Recommendations for 2024 1. Produce short-form videos. Our survey included more than 1,400 global B2B and B2C marketers, and over half of them told us that they’re leveraging short-form video […]

In 2024, marketers have a lot on their minds. With the rapid adoption of AI, significant changes in the search landscape, and an uncertain economy ahead, knowing how to lead your team to success seems daunting. When I’m in these situations, I take a deep breath and go for a walk to clear my head. Once I have a steady mind, I start by asking myself questions that can help guide my marketing efforts. Knowing the customer, assessing user preferences, and knowing what to measure drive our field. The right marketing questions can help you find these essential answers. So, […]

Webinars are a great way to teach customers about your offering or share helpful tips with your audience. They’re low-cost and generate engagement. Plus, they provide your sales team with leads from your signup form. Everybody wins — that is if people actually attend. Webinar marketing is essential to getting those numbers up and your mission out. During my eight years in marketing, I learned several best practices for hosting a successful webinar. That includes how to build a marketing campaign that gets participants through the digital doors. We‘ll explore best practices below. Then, we’ll create a mock campaign to […]

I don’t easily fall for ads or grab products because of marketing tricks. Okay, okay…unless it’s a suitable luxury brand marketing strategy like a catchy video. In that case, I transform from someone who ignores ads to someone who needs that head-turning perfume as soon as possible. Do I really need it? Not at all. Do I still put it in my shopping cart? Guilty — I admit. That’s how good marketing works—even the strongest fall. So, in this piece, I’ll explore the top strategies from the best luxury brands worldwide and share the secrets you simply want to know. […]