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    The Step-by-Step Guide to SlideShare Marketing [Free Ebook]

    By Erik Devaney

    While many marketers are drawn to the visual nature of SlideShare (it is a popular platform for sharing visual content, after all), it's important to remember that SlideShare marketing is both an art and a science.

    The art side of the equation, no doubt, is obvious: Creating a SlideShare presentation requires that you craft a compelling story, and then bring that story to life through the careful selection and arrangement of typefaces, colors, illustrations, photographs, and other elements.

    But then there's the science side: Using SlideShare’s lead capture and analytics tools to enhance and analyze your ... Read More

    The Blogging Tactic No One Is Talking About: Optimizing the Past

    By Pamela Vaughan

    Nine months ago, I analyzed a report that would transform not only my role on the HubSpot blogging team, but also the whole blog's editorial strategy. The results have been nothing short of eye-opening. And I'm not just talking about the findings from the report -- I'm also talking about the business results we've generated from the shift we made in our blogging strategy because of those findings.

    That shift is an ongoing internal project we call "historical optimization." The goal? Update old blog content and generate more traffic and leads from it in the process.

    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
    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
    Demand Generation Benchmarks & Trends: Software Marketer Edition

    By Ritika Puri

    The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention. One of the biggest "wins" you can achieve is the ability to connect your disparate initiatives into a scalable, predictable demand generation engine.

    But when you’re in the trenches, you know this process is easier said than done. Marketers, immersed within their organizations, frequently lack access to industry data.

    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
    8 Ways Home Builders Can Use Houzz for Lead Generation

    By Lori Aitkenhead

    Since its inception in 2009, Houzz.com has quickly become a valuable tool to help home builders increase online exposure. According to Houzz, the site is home to 25 million users looking for unique home design ideas and possessing an average household income of $125,000.

    For home builders, there’s no question the target audience is there. The challenge lies in maximizing Houzz exposure to convert Houzz users into leads you can actually follow up with.

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    3 Ways to Optimize Your Landing Pages to Better Address Human Behavior

    By Lanya Olmsted

    Just like some words are more persuasive than others, some designs are more persuasive than others, too. A landing page's layout, the fonts and colors used, image placement, form length, and other design factors can have an impact on how many people actually choose to fill out the form.

    Want to design a landing page that persuades people to convert? Then you'll need to take a step back from the aggregate data about site visits, conversion rates, and lead numbers, and think hard about the human behind the screen.

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    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
    Why You Should Question Conversion Rate Optimization Best Practices

    By Neil Patel

    I wrote this article out of a serious concern for conversion optimizers all around the world. There’s no doubt in my mind that the conversion optimization industry is growing. As it does, I want to combat the myriad of myths that are swirling around.

    One of the most toxic myths is that of CRO best practices. I contend that there is no such thing as one-size-fits-all best practices in conversion rate optimization.

    Read More
    The 4 L's of a Successful Lead Generation Strategy

    By Ryan Lynch

    Inbound marketing is here, people. What this means for your business is that your audience no longer wants their attention bought––they want it earned. This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.

    The first step in this evolution is to create compelling content, and the second is to use that content to convert visitors into leads. Of course, this is easier said than done. To highlight the importance of a powerful lead generation strategy, we are going to backtrack a little bit first. Are you familiar with the analogy of the professor who presented his class with the challenge of trying to fit rocks, pebbles, sand and water into a jar as efficiently as possible?

    Read More
    How to #DoubleLeadFlow in 30 Days [Free Email Course]

    By Rachael O'Higgins

    According to the 2014 State of Inbound Marketing, marketers are obsessed with generating more leads: Nearly a quarter of surveyed marketers rank lead generation as their number one priority.

    But just because lead generation is a priority doesn't mean it's easy to find great information about it. There's plenty of content online about how to generate leads, but it can sometimes be difficult to sift through it all and find out what really works.

    Read More
    Call-to-Action: Defined in a Single GIF

    By Ginny Soskey

    Calls-to-action. You know that they're a crucial component of inbound marketing. You know you need 'em on your website if you want to attract more visitors, generate more leads, and convert more customers. 

    ... And that's about all you know. 

    Read More
    How to Write a Great Value Proposition [Infographic]

    By Lindsay Kolowich

    Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor. 

    It's also one of the most important conversion factors. A great value proposition could be the difference between losing a sale -- and closing it. 

    Read More
    How and When to Follow up With All Types of Leads

    By Doug Davidoff

    In the sales and marketing world, there are few issues that are getting more attention than the issues surrounding lead management and follow up. In my experience, clarity around lead management, qualification and response times are the crucial linchpin to align sales and marketing efforts.

    It’s a rather scary statistic, but according to a study most recently done for Harvard Business Review, 71% of qualified leads are never followed up with. What’s more is, of the leads that are followed up on, they’re only touched an average of 1.3 times. This represents tremendous opportunity costs not only in revenue, but in the customer/prospect experience as well.

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    Tried-and-True Mobile Marketing Tips From 9 Experts

    By Amanda Durepos

    Optimizing your marketing campaigns for mobile users isn’t just about having your landing pages render nicely on all smartphones and tablets. It's also about considering the user behind the device; what they're doing and thinking about while they're using it. And while the same people tend to use both mobile and desktop, their behavior and goals at a given time differ depending on the device they’re using.

    But differ how, exactly? I spoke to nine digital marketers to ask what they’ve learned about their mobile audience and how they've adapted their campaigns accordingly.

    Read More
    5 Ways to Improve Your Marketing Using Conversion Psychology

    By Jeremy Ellens

    This past weekend, I went to a dueling piano bar in San Diego. What I quickly learned while watching this show was that the people performing were very talented musicians, but even better businessmen.

    This particular duet consisted of a male and female, who used their genders to garner a sense of rivalry in the room. “Ladies, can we get some Taylor Swift requests going tonight?” the woman yelled into the mic. Next thing you know, a $5 bill was placed on the piano with a Taylor Swift request. “Gentlemen, let’s get $6 up here for some Guns N Roses! Let’s stop this fan-girl nonsense!” Seconds later, men were racing up to the stage. This battle between the men and women went on for nearly 15 minutes, with people putting as much as $30 for their gender-stereotyped song to be played.

    What I found most exciting among all of this was the way these two used mindgames to bring in money. Those performers used psychological triggers to create this sense of rivalry in order to get the audience to take their intended action.

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    The 4 Most Important Pages on Your Website (& How to Optimize Them)

    By Neil Patel

    Some of the pages on your website are more important than others. Okay, many of you probably find that fairly obvious -- but I'm surprised how few people actually apply this knowledge to their websites to improve conversions.

    I’m all about low hanging fruit; about undertaking the easiest tasks that will have the biggest results. What I’m about to describe in this article has the potential to improve your site dramatically with just a few, critical changes.

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    How to Optimize Your Marketing Channels [Free Ebook]

    By Erik Devaney

    Calling all marketers who are totally, completely, 100% satisfied with how your marketing channels are performing. I have some bad news for you:

    There's still more work to be done. A lot more.

    You see, unlike Michelangelo's Sistine Chapel ceiling, or Da Vinci's Mona Lisa, marketing isn't a piece of artwork that has a finite end.

    Read More
    Should I Gate This Content? [Flowchart]

    By Joe Chernov

    We marketers seem to like rules. (And when none exist, we'll settle for guidelines.) Those of us who write about the marketing space appear to recognize this tendency, which is why you'll find so many benchmarking reports, how-to articles, and definitive lists for marketers.

    Some challenges, however, are too nuanced for a binary best practice.

    Read More
    Want to Improve Your Blog's Conversion Rates? 11 Tests to Try

    By Pamela Vaughan

    These days, I spend a lot of my time on blog optimization. I'm constantly trying to figure out how we can fill the top of our funnel with more blog visitors, and how we convert more of those visitors into subscribers and leads. 

    Because my role is focused on optimization and growth, I try to make sure we're always testing something.

    Read More
    5 Ways You Can Add Social Proof to Your Landing Pages

    By Lindsay Kolowich

    Imagine you and I were chatting, and I leaned in and told you, "I'm a really amazing oil painter. People look at my paintings and think they're photographs. My work brings out emotions people didn't even know they had -- I'm that talented."

    Would you believe me? Or would you write me off as pretty self-serving? 

    Read More
    How to Design Experiments for Your Website in 5 Easy Steps

    By Diana Urban

    Running experiments on your website, such as testing the copy of a headline or trying out a new color for your call-to-action buttons, is crucial to your online demand generation. These tests help you get definitive answers on what works and what doesn't. But experimental design can seem over-complicated, overwhelming, and time-consuming. 

    Read More
    6 Signs Your Landing Page Needs to Be Redesigned

    By Diana Urban

    When it comes to marketing, there's no end in sight. You can optimize, A/B test, and optimize some more, and there will still be something else you can improve.

    The key is knowing what's worth improving first, and which improvements will garner more ROI. So if your landing pages are performing well, it might be better to focus your efforts elsewhere.

    Read More
    The Basics of Inbound Lead Generation

    By Ginny Soskey

    Correctly diagnosing marketing problems is like walking up to a running hose in the forest. (Stay with me here, I know it sounds ridiculous.) All you can see is the water dribbling out -- the rest of the hose and the faucet it attaches to is hidden in the surrounding greenery -- and you've got to figure out what the problem is. 

    Read More

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