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    20 Questions to Ask When Creating Buyer Personas [Free Template]

    By Lindsay Kolowich


    Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling.

    But once you sit down to craft your buyer personas, you may find yourself staring blankly at a white screen for some time, wondering where on earth you're supposed to begin.

    Before you spend time and money on research, ask yourself these questions to help you develop your personas, and then use our free buyer persona template to share your personas with the rest of ... Read More

    17 of the Best WordPress Plugins for Marketers

    By Carly Stec


    That's the number of plugins on WordPress. With so many available, it's tough to figure out the best ones to use -- especially when you're strapped for time.

    Here's the good news: We've done the work for you. Below you'll find 17 fantastic plugins every marketer using WordPress should know about.

    Read More
    20 Display Advertising Stats That Demonstrate Digital Advertising's Evolution

    By Carly Stec

    When display advertising first surfaced in the world of marketing, many marketers were left with a bad taste in their mouth. The ads we were being presented with lacked context and value, and as a result, many of us were quick to deem them untrustworthy. 

    At HubSpot, we held onto this notion for a while. There was just something about paying for an irrelevant banner ad that didn't sit well with us. But then things started to change ... 

    Read More
    Are You Qualified Enough? Analyzing Today's Most In-Demand Marketing Skills [Free Handbook]

    By Brittany Leaning

    Technology never stops changing -- and that means marketers shouldn't either. Working in marketing now requires an evolved skillset, generally rooted in technology, to take advantage of the latest and greatest trends.

    But what if today’s marketers aren't keeping pace with the skills they need to do their jobs well? Or what if the skills that marketing departments are hiring for aren't actually the skills listed in marketers' LinkedIn profiles?

    Read More
    The Essential Marketing & Sales Metrics Your Team Should Track

    By Rachel Sprung

    Every savvy marketer knows how important it is to track, test, and measure different metrics. It helps you figure out your baseline performance and ensure you're improving over time.

    But it doesn't make sense for every person on your team to track every single important metric individually. Each different role should be responsible for measuring and analyzing certain metrics over others, and then reporting on them to the rest of the team.

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    Inbound for Everyone: 5 Launches (And 1 Surprise) We Think Will Change Your Marketing This Year

    By Dharmesh Shah

    When we first started HubSpot over nine years ago, I didn't know much about marketing; I only knew I didn't like being marketed to. I didn't see what good it did to interrupt people just to push a product on them. It's not the sort of thing you'd wish on yourself, so why put it on others? 

    It was that observation -- that flaw in the way that marketing traditionally worked -- that laid the foundation for inbound marketing.

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    6 Can’t Miss Sessions and Events for Ecommerce Professionals at #INBOUND15

    By Susannah Morris

    INBOUND 2015 is less than a week away! If you're headed to Boston, you’ve probably taken a look at the agenda and seen the incredible speaker line up. To make it a little easier to choose, we’ve handpicked six sessions and events that are specifically geared towards ecommerce professionals. They'll help you take a deep dive into everything from buy buttons to omni-channel personalization, to help you learn how to grow your ecommerce business.

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    Chelsea Clinton, Vice Chair of the Clinton Foundation: #INBOUND15 Featured Speaker

    By Carly Stec

    Chelsea Clinton, Vice Chair of the Clinton Foundation, is no stranger to the spotlight. And while living in the public eye comes with its fair share of pressure, Chelsea is using her amplified voice to do good.

    Serving as the vice chair of the Clinton Foundation, Chelsea is committed to improving global and domestic health, creating service opportunities, and empowering future generations -- among many other notable initiatives. 

    Read More
    15 of the Best Job Interview Questions to Ask Candidates (And What to Look for in Their Answers)

    By Lindsay Kolowich

    Why are manhole covers round? How many times heavier than a mouse is an elephant? How many golf balls can you fit in a school bus?

    Most hiring managers have heard about using these "creative" questions to identify the best candidates. Fortunately for smart, well-qualified candidates everywhere, recent studies have found that the brainteaser interview questions made famous by Silicon Valley and Wall Street are just as silly as they sound.

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    #TorieGoesINBOUND: How One Eager Marketer Hustled Her Way to INBOUND

    By Carly Stec

    When was the last time you just went for something?

    The simple truth is that as we grow older, our naive childhood fearlessness is often replaced with hesitation, causing us to miss out on countless opportunities for growth and betterment. 

    And while it's easy to allow this shift in perspective to sideline our aspirations, Torie Sullivan wasn't willing to make this kind of sacrifice when it came to her mission to attend HubSpot's INBOUND event.

    Read More
    13 Businesses With Brilliant Global Marketing Strategies

    By Hannah Fleishman

    Thanks to the internet, global reach is no longer reserved for deep-pocketed brands, nor is it an incredible hassle for already over-burdened marketing managers.

    In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets. 

    To give you an idea of what a great global marketing strategy looks like, we've compiled a list of brands that totally "get it."

    Read More
    Hillary Clinton Is Borrowing Marketing Tactics From Taylor Swift (And It's Working)

    By Lindsay Kolowich

    What do Taylor Swift and Hillary Clinton have in common?

    They've both been on the cover of Vogue. They both made TIME's "100 Most Influential People" list. Oh, and they're both taking pages from the same marketing playbook.

    Over the past several months, Hillary Clinton's team has been taking note of Taylor Swift's marketing tactics for her own presidential campaign promotions.

    Read More
    We Have a New INBOUND Speaker to Tell You About. Maybe You've Heard of Him?

    By Camilla Meager

    You know that little show Parks and Recreation? That one that won a Golden Globe last year? Yeah, this guy starred in it.

    His name's Aziz Ansari, and the man's no one-trick pony. In the year since Parks and Recreation's final season, he's released a new book, Modern Romance along with his fourth comedy special, Live at Madison Square Garden, which was the final performance in his North American Arena Tour. 

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    What the Best Social Media Community Managers Actually Do in Their Jobs

    By Lindsay Kolowich

    Searching for someone to run your social media efforts can be both an eye-opening and frustrating experience. It might seem that, of the applicants who can boast any goal or metric from their job, the one thing they point to doing is "driving engagement." While engagement metrics can be tied back to a business' bottom line, more often than not, social media marketers aren't moving the metrics CEOs care about.

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    7 Customer Loyalty Programs That Actually Add Value

    By Lindsay Kolowich

    Did you know it costs a business about 5-10X more to acquire a new customer than it does to sell to an existing one? Not only that, but on average, current customers spend 67% more than new customers. 

    In light of statistics like these, businesses must think about what they are doing to keep their customers coming back to their business. And if you’re like 65% of marketers, your company has implemented a loyalty program.

    Read More
    How to Avoid Being Awkward on the Phone [Infographic]

    By Lindsay Kolowich

    Talking on the phone, especially with people you don't know, can be pretty intimidating.

    I have the utmost respect for my friends in Sales, Support, and other departments who spend most of their days talking on the phone -- usually with complete strangers. How do they set a positive tone and earn respect using only their voice? And how do they do it without being awkward or making the other party uncomfortable?

    Read More
    12 of the Best Marketing and Advertising Campaigns of All Time

    By Lindsay Kolowich

    I’ve always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.

    So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead.

    Why are these 12 marketing campaigns some of the best of all time?

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    A New Visualization of Today's Marketing Technology Solutions

    By Lindsay Kolowich

    When you're looking for a tool, software, or piece of technology to solve a specific marketing problem, where do you go to find it?

    Typically, marketers turn to colleagues, friends in the industry, and/or analyst reports to figure out what best fits their needs. But the problem with sources like these is that feedback is scattered. It's spread across 15 different emails in your (already overcrowded) inbox, or across 20 tweet replies from people of varied reputability.

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    Marketing Psychology: 10 Revealing Principles of Human Behavior

    By Ginny Soskey

    One key part of being a great marketer is understanding how (and why) people think and act the way they do. It's much harder to create compelling content marketing, for example, if you don’t know why it would be compelling to your audience in the first place. 

    Before you jump into the tactical nitty-gritty of marketing, it’s really helpful to understand how people operate … which is essentially what the entire field of psychology attempts to explain.

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    7 Inspiring Examples of Omni-Channel User Experiences

    By Aaron Agius

    The more technology advances, the more it's integrated into our daily lives. Even as you read this article, I’d venture a guess that you have several internet-connected devices within arm’s reach.

    As we continue down these innovative pathways, we’ll continue to see technology become more important to our day-to-day living. The lines between what we do online and in real life will begin to blur.

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    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.

    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
    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
    10 Resources to Help You Teach Inbound Marketing

    By Lauren Pedigo

    The way people buy has changed, so the way businesses market themselves has also needed to change. And as an educator prepping students to enter the workforce, this means that your job has changed, too. 

    Truthfully, this change can be tough. There are so many marketing strategies, tools, and tactics out there, and you need to assess them all and then learn them yourself so you can knowledgably educate your students. 

    Read More
    7 Speakers You Won't Want to Miss at #INBOUND15

    By Lindsay Kolowich

    This coming September, marketers of all types, backgrounds, and levels will descend upon Boston for HubSpot's annual INBOUND conference with the hopes of returning home with some new marketing expertise that'll help them grow their businesses and become better at their jobs.

    While there will be a lot going on at INBOUND this year, we know many of you are wondering: Who will actually be speaking at INBOUND this year, and what will they be talking about?

    Read More
    How to Manage Your Entire Marketing Budget [Free Budget Planning Templates]

    By Erik Devaney

    Here's a hypothetical for you: Let's say your company has decided to invest in a website redesign so you can improve lead generation, and you're responsible for managing the project. Naturally, one of the first questions you have is, “How much is this website redesign going to cost?”

    The answer, of course, is “it depends.” Are you simply switching to a new template and adding some new CTAs, or are you migrating your entire site to a new platform?

    Read More
    Ready, Set, Register: The Agenda for INBOUND 2015 Is Out

    By Corey Eridon

    My decision to attend a conference usually comes down to one thing: The agenda.

    (Unless it's somewhere warm. When there's sun and sand I care way less about agendas.)

    The HubSpot events team has had a light version of the INBOUND agenda up on the website for some time now, but I'm very pleased to share that as of today, that light version got some meat on its bones. If you've been waiting to see some more session-level or speaker details before registering, head on over to the INBOUND site and peruse the session list now.

    Read More
    What Is CRM (Customer Relationship Management) Software?

    By Ginny Soskey

    CRM. If you work in sales or marketing, you've probably heard this three-letter acronym tossed around before. Maybe you've even been told you need one. No matter what, you're curious about one thing: What does it actually mean? 

    CRM stands for 'customer relationship management.' I know, I know -- that doesn't exactly clear things up. Keep on reading, folks, and we'll explain exactly what CRM software is and how to figure out whether you actually need one. 

    Read More
    8 Email Workflow Tips for the College Admissions Process

    By Alexandra Ritter

    One of the key elements of inbound marketing is the use of automated workflows because they allow you to better engage leads through a set of targeted emails, while saving time by automating the process. Workflows can be a helpful addition for any industry, but especially for higher education.

    The college admissions process is a perfect use case for automated workflows, as they can be used to move a potential student along the buyer’s journey to an end goal – in this case, to apply to your institution. 

    Read More
    6 Cool Company Blogs Everyone Will Enjoy Reading

    By Nichole Elizabeth DeMeré

    When I need inspiration for content that delights, email campaigns that actually work, and social media interactions that are genuinely fun ... I turn to one source: an online clothing store called ModCloth. My closet is proof that their marketing works. (Perhaps a little too well.) And watching them grow has been a master class in what a customer-driven company should look like.

    Read More
    10 Ways to Reach Customers Who Don’t Know They Need You

    By Danielle Irigoyen

    Event planner, lawyer, daycare owner, tow truck driver. Regardless of our chosen professions, it’s fair to say that we all want to build our businesses’ customer bases. It’s how we thrive. So it’s only natural for us to want to market our products or services to everyone, in hopes of capturing a larger audience, and thus making more money.

    Read More
    These Landing Page Flaws Could Be Hurting Your Conversion Rates [Infographic]

    By Lindsay Kolowich

    Lead generation is a major component of inbound marketing. It's an exchange of information: You offer people valuable content, and they offer you valuable information about themselves, like their name, email address, and company.

    When it comes to meeting your lead generation goals, landing pages are the strongest tools marketers have -- which is why it's so important to get them right.

    Read More
    Want Improve Your Relationship With Finance? Here Are 3 Simple Things You Can Do

    By Laurie Aquilante

    Sometimes, when it comes to budget, marketers and their colleagues in the finance can find themselves on different pages. If you've ever asked to move budget from one budget to another, or requested more money to support an idea that wasn't part of the yearly planning process, then you know what I mean. The back-and-forth can be frustrating for Marketing and Finance alike.

    If this sounds a little like the relationship you have with your finance department, then you're not alone.

    Read More
    10 Free Ways to Teach Yourself Inbound Marketing

    By Ginny Soskey

    When you're first starting to learn something new, it's easy to feel overwhelmed and intimidated.

    Why? Maybe it's been a while since you've deviated from the things you're good at and know well. Or maybe you had to make a pretty significant monetary or time investment, and you're feeling the pressure. Perhaps you have all the drive in the world to learn ... but you're having trouble finding the right resources and references to learn from.

    Read More
    The Anatomy of an Optimized Web Page [Infographic]

    By Lindsay Kolowich

    Optimizing your web pages shouldn't just be a task on your to-do list. It should be an overarching strategy -- something you think about and test and tweak every single day.

    Why? Because your website is how people get to know your brand, and having optimized web pages will make for a more engaging and delightful experience. Plus, you'll see greater returns on the content you publish across your marketing channels.

    Read More
    Making Cents of Inbound Marketing: An Interview With HubSpot's CFO

    By Mike Volpe

    One of the toughest challenges CMOs face is getting buy-in on new programs and initiatives from the rest of the executive team -- especially from the CFO. A lot of CMOs feel like they’re begging for money each month. And if the money ends up going to something that doesn’t quite pan out, their budget is on the chopping block.

    But it doesn’t have to be that way. There are many ways CMOs can improve their relationship with their CFOs, and the best way to get started is to figure out how your CFO thinks.

    Read More
    HubSpot Goes #DeskFree, Pioneering the Next Frontier of Workspace Collaboration

    By JD Sherman

    Workplace collaboration has become a hot topic in the software and tech space. Companies all around the world are experimenting with the ideal office setup to strengthen culture and improve workplace productivity. 

    HubSpot has always been committed to building a collaborative environment that helps our employees do their best work. Today, we're proud to unveil our latest development: the desk-free office.

    Read More
    10 LinkedIn Groups Every Entrepreneur Should Follow

    By Justin Pavoni

    There are at least three problems with this list. First, “entrepreneurship” is an extremely broad subject. Second, opinions are ubiquitous. Third, LinkedIn groups aren’t exactly scarce. Trying to highlight the best ones is somewhat of a fool’s errand, but you may be pleasantly surprised by what you find! With that in mind, here are ten recommendations to get you started...

    Read More

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