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    How to Create a Compelling Business Case Study: The Ultimate Guide & Template

    By Carly Stec


    Struggling to earn the trust of potential new customers?

    Before you can expect them to open up their wallets, you need to start the sales process by demonstrating your ability to deliver on what your product or service promises. 

    Sure, you could tell them that you're great at X and that you're light-years ahead of the competition when it comes to Y and Z, but at the end of that day, that's just lip service. What you really need to win new business is cold, hard proof

    One of the best ways to prove ... Read More

    HubSpot & Salesforce Sign a Partnership Pact Through 2020

    By Brian Halligan

    I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. This is great news for HubSpot, HubSpot’s customers, Salesforce, and Salesforce’s customers.

    Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. We have spent many many many calories over many many many years building a great integration experience for our joint customers, and we have over 500 5-star reviews on the Salesforce App Exchange to prove it. These customers, as well as future joint customers, will be able to continue to leverage this integration.

    Read More
    How to Choose the Right KPIs for Your Business

    By Jesse Mawhinney

    Whether your performance improvement goals are related to inbound marketing, sales, or any aspect of business for that matter, choosing the proper key performance indicators (KPIs) to focus on is the first step towards measurable improvement.

    As they say, what get’s measured gets improved. If you can quantify your current performance you can then begin to measure how things are improving, or diminishing, over a period of time.

    But how do you choose the right KPIs to focus on for you business?

    Read More
    How to Create Detailed Buyer Personas for Your Business [Free Persona Template]

    By Pamela Vaughan

    Finance Manager Margie. IT IanLandscaper Larry. Do you know who your business's buyer personas are? And exactly how much do you know about them?

    Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Personas help us all -- in marketing, sales, product, and services -- internalize the ideal customer we're trying to attract, and relate to our customers as real humans.

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    How To Design a Publishing Website Your Advertisers Will Drool Over

    By Katie Carlin


    If you place any value on the profit generated by your publishing website, you have one crucial demographic to win over above all others: advertisers.

    This is the core of increasing online ad revenue for publishers, much like the core of television broadcasting rests on providing a pleasing network for television ads. But what makes one publishing website superior to another in the eyes of an advertiser? Quality content? Layout? Reputation? These all play their parts, but there’s far more to consider in designing your site; so let’s talk about content best practices, inbound marketing, analytics, and making a profit.

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    Marketing Books to Millennials: One Author's Unconventional Growth Strategy [Podcast]

    By Dave Gerhardt

    In 2013, Michelle Miller left her job at JP Morgan to write The Underwriting, a story about Wall Street and Silicon Valley targeted toward Millennials. 

    She knew nothing about publishing or marketing a book. All she knew was she had to do something different. The typical publishing and marketing playbook for books wouldn't work for her target audience -- they weren't the "sit down to read for long periods of time" type. 

    Read More
    Confessions of a Google Spammer

    By Jeff Deutsch

    Before I became an inbound marketer, I once made $50,000 a month spamming Google. I worked a maximum of 10 hours a week. And I am telling you from the bottom of my heart: Never, never ever follow in my footsteps.

    This blog post will tell you exactly why.

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    The 6 Month Website Redesign Framework

    By Kristin Doherty

    When you’re craving pizza, you have a few options: You could take the easy way out and order a greasy pie or pop a frozen ’za in the oven. Or, you could make one from scratch.

    Those fast solutions will be satisfying in the short run, but you’ll get more out of making your own dinner. You’ll be more careful with ingredients. You’ll be able to make it exactly how you like it (one quarter pepperoni, one third green peppers, and the rest extra cheese? It’s up to you). And you’ll gain the experience of making something out of nothing.

    The same is true of website redesigns. You could hastily compile a website in 30 days, but it won’t be the same as if you dedicate your time to making it perfect.

    Read More
    How to Write a Resume: The Ultimate Checklist of Resume Tips

    By Corey Eridon

    I can't think of many tasks people dread more than writing a resume. There are so many little things you need to add, rephrase, check, double-check, triple-check ... and somehow, your resume still goes out with your name as Corey Ridon from HubStop. It's anxiety-inducing, is what it is.

    So, I did what I do when I'm anxious. I made a list about all the little stuff you need to do when you're writing and editing a resume.

    Read More
    2 Big Steps to Remove Friction During the Checkout Process

    By Ted Ammon

    Your goal as an ecommerce retailer is to remove as many obstacles as you can between want and buy. Because you have quite a few other tasks to complete in between, reducing friction in the buying process can be difficult. Yes, selling is your main goal, but you want those customers to come back, right? Return customers don’t always come back on their own. They need a little prodding, which is why you have to use the time you have to gather as much information as you can.

    Read More
    Copywriting Lessons From BuzzFeed's Worst Headlines [New Data]

    By Andrea Lehr

    As more and more people begin to publish online, more channels and content will be competing for your audience’s attention. A great headline is one of the most effective ways to break through the noise -- it has the potential to increase a post's traffic by 500%. So how do you write a headline that drives that kind of results for you?

    Search for “how to write the best headline” and you’ll find many articles promising a blog title formula that will garner the most page views and shares.

    Read More
    38 Essential Website Redesign Terms You Need to Know

    By Rick Whittington

    Every industry has its buzzwords, and web design is no different. If your head is spinning from seemingly endless jargon, or if you’re getting ready to redesign your company website and want to inform yourself on the most common technical terms in modern web design, then this is the list for you.

    Here are 37 of the most popular technical terms and buzzwords we hear (or use) as we do website redesigns, organized from A to Z. Do you see one you’ve heard lately on this list?

    Read More
    29 Revealing Statistics About Content Marketing in Europe [SlideShare]

    By Lisa Toner

    Do you know how your content marketing team stacks up? It's incredibly useful to have an idea of what other content marketers are up to and how they're doing. Not only will it give you a feel for the performance level other content teams are achieving, but it'll also help you find and fix gaps in your own team's processes and performance.

    In the ever-evolving world of content marketing, staying on top of statistics, benchmarks, and trends is especially important.

    Read More
    5 Simple Ways to Optimize Your Website for Lead Generation

    By Katherine Boyarsky

    Optimizing your website to generate leads is a no-brainer. But it's not as simple as throwing a "click here" button on your home page and watching the leads pour in. (Unfortunately.)

    Instead, marketers and designers need to take a more strategic approach. In this post, we'll go over some quick ways you can optimize your website for lead generation that actually work.

    Read More
    The Biggest Pet Peeves of CRO Experts

    By Nichole Elizabeth DeMeré

    Conversion Rate Optimization (CRO) isn't a widely known field, even among digital marketers. If you need a quick refresher, CRO is the process of creating an experience for your website visitors that'll convert them into customers.

    But this science of lead conversion is quickly gaining ground. After all, who doesn’t want more clicks, leads, and sales?

    Read More
    16 Reasons Why People Leave Your Website

    By Alex Bashinsky

    You’ve written some really compelling copy for your website. Your product images are polished. Your overall site design is professional. And thanks to marketing initiatives like these ones, you’re getting traffic to your site.

    So why is it that so few of those visitors are converting into leads and customers?

    Read More
    How to Build Effective Teams Based on Personality Type

    By Tony Alessandra

    This post originally appeared on HubSpot's Sales Blog. To read more content like this, subscribe to Sales.

    “Round up the usual suspects,” the gendarme ordered in the famous line from the movie Casablanca. And frequently, that is how executives think when they create teams, committees, or task forces. The boss says or thinks something like, “Let’s appoint anyone who might know something about this issue.” Or, even more likely, “Grab anybody who’s got a stake in this thing.”

    Read More
    9 Free Microsoft Excel Templates to Make Marketing Easier

    By Carly Stec

    Many of us can recall a time in high school when we were sitting in math class and thinking, "When am I ever going to use this stuff in the real world?"

    And then we suddenly find ourselves in the real world, only to realize that numbers actually do play a pivotal role in what we do -- especially in digital marketing.

    Read More
    Don’t Run A Railroad: Why Publishers Need to Think Like Marketers

    By Seth Nichols

    There is a fundamental disconnect between what many publishers sell, and what their customers want. Publishers value and sell reach and demographics while their customers value and need campaigns that measurably increase sales pipelines. Today’s publishers need to be able to measure the full impact of client campaigns from initial awareness through to a final sales transaction. 

    Read More
    Back to Grammar School: 12 Easy Ways to Become a Better Writer

    By Allison VanNest

    Communication skills are more important than ever, but what if your grammar doesn’t quite make the grade?

    Technology has reshaped how we communicate in the business world. Fifty years ago, you would have walked over to your coworker’s desk or called up to the second floor to ask a question. Now, whether your coworkers are in the next cube or half a world away, it’s standard practice to email, instant message, or text.

    Read More
    The Democratization of Ecommerce Through SaaS (and the Importance of Uptime)

    By Tracey Wallace

    The holidays seem so far off, but trust me: they are approaching full speed. For ecommerce companies, the holidays are a black train in the night –– but one for which you’ve already bought a ticket and are excited about the destination. You know it is coming, you know it will be on time, but the anticipation, the necessary preparation –– well, those are a bit less exciting than the benefits of the trip itself.

    Read More
    25 Powerful Quotes From #INBOUND15 Speakers [SlideShare]

    By Carly Stec

    Marketers, entrepreneurs, best-selling authors, co-founders, strategists, thought leaders, investors, and bloggers ... oh my. 

    While their roles and responsibilities may vary, the one thing all of this year's INBOUND speakers have in common is their ability to inspire. The INBOUND15 lineup is riddled with the kind of people you could benefit from simply sharing an elevator with. From BuzzFeed Founder and CEO Jonah Peretti to best-selling author, speaker, and entrepreneur Seth Godin, there's absolutely no shortage of experience and expertise.

    Read More
    How to Create a Writing Style Guide Built for the Web [Free Template]

    By Corey Eridon

    Businesses pump out content at a staggering rate these days -- and as that volume increases, more inconsistencies are bound to creep in. Whether due to lack of clarity about the style in which you'd like to write or disjointed communication across the multitude of content creators in your organization, failure to decide upon and document accepted editorial guidelines is a recipe for inconsistent messaging.

    That's why at some point, most companies accept that they'll need to develop a writing style guide: a document that indicates the basic rules of writing we'll all agree to follow (like whether I should've capitalized the "a" after the colon in this sentence).

    Read More
    Don't Worry About Facebook Instant Articles: Here's Why They're Actually a Good Thing

    By Joe Chernov

    Last week, Facebook made a big announcement: the release of their new Instant Articles feature. It allows publishers to create and distribute mixed-media articles in a self-contained Facebook "capsule," while promising mobile app users a more visually interesting reading experience that loads significantly faster that articles have previously.

    In response, my HubSpot colleague Kipp Bodnar wrote a blog post concluding that Instant Articles is bad for marketers. But I think he's missing the point.

    Read More
    How to Market a Pro Sports Team: Inside the Boston Red Sox's Growth Strategy

    By Dave Gerhardt

    The concept of growth is a little different when you're a marketing executive for a professional sports team.

    For Adam Grossman, SVP of marketing and brand development for the Boston Red Sox, success is often dictated by two things that he can’t actually control: the team's wins and losses. But he still has to do his job and fill seats, sell merchandise, and drive revenue for the organization.

    Read More
    Competing With Content Marketing: 7 Steps to Success [Infographic]

    By Siobhán McGinty

    Today, succeeding in inbound marketing means putting content at the heart of your communications strategy.

    This is no secret, of course. Content marketing is now a well-established technique and the space has become pretty competitive. So, the question is, how do you invest wisely in content marketing to improve your capabilities so that you can compete and stand out from the noise?

    Read More
    3 Amazing Examples of Ecommerce Companies Ensuring Customer Delight

    By Charlie Keegan

    As customers, we really only expect the most basic level of service. We find a product, pay for it, and it shows up at our house a few days later. Transaction complete, right?

    When we do experience the minimum requirements, consumers are happy enough. We’re willing to leave great reviews based on minimal interaction. With so many meh experiences getting good attention, why would any ecommerce retailer want to go above and beyond?

    Read More
    How to Remove the Background of a Photo in Photoshop or PowerPoint

    By Pamela Vaughan

    You know what one of my biggest design pet peeves is? When I'm trying to design something, but there's an unwanted background on the image I'm using. Either I want to remove the photo background altogether, or I prefer a transparent background so the image assumes the look of any other background I put behind it.

    Take the image on the left above, which is from our free, downloadable collection of holiday stock photos. That image would be so much more useful to my call-to-action, SlideShare presentation, blog post, or ebook if I could just remove that pesky background so it looked like the image on the right.

    Read More
    Facebook Instant Articles: Bad for Marketers, OK for Publishers, but Great for Facebook

    By Kipp Bodnar

    When Facebook recently launched Instant Articles, the internet and publishing community was buzzing.

    Publishers were excited -- by hosting their own articles within Facebook but still displaying their own ads, they could generate more traffic and attention from the Facebook community. Users were also excited -- Instant Articles are much faster and more interactive than typical mobile websites.

    Read More
    How to Create a Social Media Crisis Management Plan [Free Template]

    By Brittany Leaning

    Social media community managers and public relations professionals have to deal with little problems every single day. These could include nasty comments, unhappy customers, delivery issues, or a marketing faux pas -- all problems that arise frequently and deserve reasonable and empathetic responses. 

    There are times when they also have to deal with real crises, such as gun terror, natural disasters, and white collar crime.

    Read More
    Why Bloggers Abandon Their Blogs Too Early [Video]

    By Joe Chernov


    Occasionally, one stumbles upon a stop-you-in-your-tracks statistic. For me, it was an IBM study that found 80% of corporate blogs contain fewer than five posts.

    If the study centered on personal blogs, I’d understand. But corporate blogs? Wow. Further, given that HubSpot’s own research has determined marketers who blog are 13X more likely to drive a positive ROI than those who don’t, the abandon rate is even more startling.

    Read More
    Marketing Investment Benchmarks: What Are Companies in 4 Big Industries Spending?

    By Ritika Puri

    In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape is evolving faster than ever. To see what works, it’s crucial to find new opportunities and test new waters. 

    The challenge, however, is that marketing budgets are often limited around what’s "proven" to work -- which tends to look different from company to company.

    Read More
    The True Cost of Not Meeting Your Customers' Expectations [Infographic]

    By Carly Stec

    Ever since moving to Boston a few short months ago, I've allowed the Internet -- Yelp reviews, social media messages, food blogs -- to guide almost all of my of restaurant choices. Empowered by the vast amount of information at my fingertips, I've been able to dodge cold steaks and rude waiters while uncovering some of the best grub in the city.

    For businesses, this concept is both intriguing and concerning.

    Read More
    11 Examples of Facebook Ads That Actually Work (And Why)

    By Amanda Sibley

    As a marketer, you know by now that most (if not all) of your potential customers are likely a part of Facebook's massive community. There are 890 million people signing into Facebook every single day. So, whether your target audience is college students or CEOs, they're probably using Facebook -- and some of them are using it daily.

    The trouble is, posting on Facebook alone isn't enough anymore for most brands, especially for those just starting out.

    Read More
    10 Awesome B2B Publishers’ Subscriber Pages

    By Tyler Rhodes

    We’re always looking for examples of subscription pages for new ideas and inspiration. After browsing through hundreds of different publishers websites, we came across these 10 subscription landing pages we think are pretty cool. Publishers have been in the content marketing business for hundreds of years, and as they come online, they’re bringing their savvy with them. Without further ado:

    Read More
    How to Say "No" Without Burning Bridges

    By Joe Chernov


    You hear the term often in marketing. It basically means increasing results disproportionately to the time or effort previously required to achieve them. Companies like Dropbox and Airbnb are often held up as shining examples of marketing scale, which they accomplish by hardwiring user referral incentives into their products.

    Read More

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