Inbound marketing has flooded us with information and data. Some of us data geeks have never been happier. For others, the volume of metrics and KPIs (key performance indicators) can be overwhelming.... Read More
Growth Hacking is a popular marketing buzzword, but does anyone really know what it means? Neil Patel does a pretty good job explaining the concept and talking about its origin, saying that a growth marketer is someone who uses “analytics, inexpensive, creative and innovative ways to exponentially grow their company’s customer base.” But how can one pull off that kind of growth -- especially with a limited budget and resources?Read More
Excel and marketing go together like peanut butter and chocolate. There's just one problem -- for many of us, trying to organize and analyze Excel worksheets can feel like walking into a brick wall over and over again. You're manually replicating columns and scribbling down long-form math on a scrap of paper, all while thinking to yourself, "There has to be a better way to do this." Truth be told, there probably is -- you just don't know it yet.Read More
Over the past couple of months, you may have heard some things about Facebook's metrics.
There was talk of numbers -- lots of them. Things were overestimated. Others were underestimated. People were kind of upset. But mostly, they were confused. What the heck happened? How was Facebook going to respond? And at the end of the day, what did it mean for marketers? Breathe, and don't panic -- we're here to answer all of that.Read More
As a marketer, you already know that Microsoft Excel is a powerful tool for sorting, analyzing, and sharing data. Trouble is, some of the most beneficial formulas are really tough to figure out -- even for us data-crunchers.
For example, we've walked through the steps of how to create a pivot table before, but unfortunately pivot tables don't compute median values, which can be highly useful information with which organizations can analyze their growth.Read More
Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report, 46% of marketers cited "proving the ROI of our marketing activities" as one of the biggest challenge they face within their company.Read More
You and I sift through a lot of data for our jobs. Data about website performance, sales performance, product adoption, customer service, marketing campaign results ... the list goes on.
When you manage multiple content assets, such as social media or a blog, with multiple sources of data, it can get overwhelming.Read More
Google is no stranger to algorithmic change. And usually, those changes are made for the sake of the user. Looking at a history of Google's product announcements, usability is usually at the heart of the modification.
So when Google announced its impending smackdown on mobile pop-up ads earlier this week, it came as no surprise that the major reason behind it was to enhance the user
As marketers, it's pivotal that we measure our work.
How many leads are we generating? What are our best channels? How quickly are our leads closing? And perhaps most importantly, how much revenue are our leads bringing in?Read More
Creating new content on a regular basis isn't always easy -- especially when you're on a small team. That's why conversion rate optimization (CRO) is such a valuable practice for marketers to master. Because with the help of CRO, you can optimize the content and pages you already have to generate new leads.Read More
When marketers like us create landing pages, write email copy, or design call-to-action buttons, it can be tempting to use our intuition to predict what will make people click and convert.
But basing marketing decisions off of a "feeling" can be pretty detrimental to results. Rather than relying on guesses or assumptions to make these decisions, you're much better off running conversion rate optimization (CRO) tests.Read More
While it might not be as powerful as the industry standard, Microsoft Excel, Google's online spreadsheet tool, Google Sheets, provides several other advantages. From offering more collaboration capabilities, to having a more attractive price point (re: free), it's no wonder that more and more marketers are turning to Google Sheets for their reporting.Read More
Business blogging "best practices" instruct bloggers to include a relevant call-to-action at the bottom of every blog post. This is nothing groundbreaking -- it's how you convert visitors to your blog into valuable inbound leads for your business.
But are those end-of-post calls-to-action (CTAs) really the best option? After all, any conversion rate optimization expert worth their salt knows to take industry "best practices" with, well, a grain of salt.Read More
The pivot table is one of Excel's most powerful -- and intimidating -- functions. Powerful, because it can help you summarize and make sense of large data sets. Intimidating, because you're not exactly an Excel expert, and pivot tables have always had a reputation for being complicated.Read More
These days, knowing how to use Microsoft Excel is so expected that it hardly warrants a line on our resumes. But, let's be honest here: How well do you really know how to use it?
You may know how to plug in numbers and add up cells in a column, but that's not going to get you far when it comes to reporting on your metrics.Read More
The more information a business has about its customers, the better that business can sell, right? It’s why marketers work so hard to develop buyer personas and then segment contact lists a million different ways—everything is designed to reach the customer exactly where they are and exactly when they’re ready to make a purchase.Read More
Content marketers don't just write, they write with purpose.
While it may seem like a small distinction, it can mean the difference between wasting time and investing time in creating content that will deliver rankings, leads, and sales long after it's published.Read More
Data can be very powerful. If you can actually understand what it's telling you, that is.
It's not easy to get clear takeaways by looking at a slew of numbers and stats. You've got to have the data presented in a logical, easy-to-understand way.
Enter data visualization. The human brain processes visual information better than it processes text -- so using charts, graphs, and design elements, data visualization can help you explain trends and stats much more easily.Read More
Every time you surf the web, there's a whole world of technical stuff going on behind the scenes. Developers and engineers are usually the ones living and operating in that world, while some marketers -- especially those who aren't super confident in their technical expertise -- tend to shy away from it.Read More
Clearly defined and closely monitored marketing metrics are critical to the success of any SaaS company. Not only do they help measure the effectiveness of your marketing campaigns, but they also help diagnose risk and identify opportunities to accelerate growth.
How do I know? I’ve spent the last six years of my professional life tracking a small list of SaaS marketing metrics very closely -- maybe even somewhat obsessively at times.Read More
Spending countless hours analyzing your marketing performance every week? Sure, it's important, but you also have to create content, manage contributors, run your marketing campaigns ... the list goes on.
What if I told you it was possible to analyze your marketing in just 15 minutes a day?Read More
When I first got started blogging, I would get really hyped up when people shared my posts on social media. "Look! People are tweeting out my blog post!" I'd tell my roommates giddily, holding up an open palm for what I thought was a well-deserved high-five.
And then, something happened. One of my blog posts totally blew up on social compared to my average post. I'm talking over 20X the number of social shares I normally got on a post.Read More
I've always had a love affair going on with data. Any campaigns that I've worked on in the past have revolved heavily around number crunching and analysis.
So when I recently joined HubSpot, I decided to use my love of data to help us understand what our "winning formula" is for content that is heavily shared on social media, earns lots of links, and brings in tons of organic traffic. To say that the results have been interesting would be an understatement.Read More
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.Read More
The explosive growth in mobile usage -- specifically in app usage -- has created an ultra competitive marketplace. A whopping 1.4 million apps are on both the App Store and Google Play. In such an environment, app marketers face a difficult challenge as they battle hundreds or even thousands of direct competitors for user attention.Read More
When most people start implementing inbound marketing, they're primarily worried about getting enough new leads in the funnel.
But once you have a lot of leads, you need to figure out who's really interested in your product and who's just starting to look around.
That's where lead scoring comes in.Read More
We've all dreamt about writing a blog post so good that it generates more and more traffic each month after it's published. Sounds like a pipe dream ... right?
Turns out, this isn't a pipe dream after all. We recently found that there are unique blog posts in the archives of many business blogs that generate compounding traffic month over month and year over year.Read More
"How do I grow traffic to my blog?"
It's one of the most common questions I get from people launching a new blog, and I always tell them the same thing: The key to growing blog traffic is actually to focus on growing subscribers.Read More
Facebook Audience Insights is one of the most powerful analytical tools at your disposal -- that is, if you know how to use it.
Accessed through Facebook Ads Manager, Audience Insights is free to use and provides a huge amount of demographic and behavioural data about your audience and that of your competitors.Read More
Sometimes, it's easy to get overwhelmed by all the questions that arise when you're creating or analyzing your Twitter strategy.
Who follows you? What kind of Tweets do they like (or hate)? How often do they want to hear from you? How quickly do they expect a response?Read More
The marketing industry has always been obsessed with the quality vs. quantity debate.
Should you create more content of a lower quality or less content of a higher quality?
In an ideal world, the answer would always be less content of a higher quality. You’d spend lots of time researching and writing every post, then when you published it, the whole internet would notice. Thanks to this unrivaled quality, every post would generate massive amounts of traffic and leads.Read More
The sad truth is this: You can work really hard, check all the boxes, come in early and stay late, and still not earn the promotion you want. What's missing? What do you need to do to actually show your boss you've earned it?
An important part of justifying a promotion is showing your value through metrics. If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion.Read More
Have you ever poured your heart and soul into a blog post only to see it completely tank?
It doesn't generate leads and barely sees any views, while that silly GIFs article that took you half the time and energy goes viral. Doesn't that drive you crazy?
To gain a better understanding of their audience's interests -- and ensure that their content is actually resonating -- smart marketers are turning to the performance numbers of existing content to inform their strategy.Read More
I've made my fair share of analytics mistakes in the past. In fact, I even wrote an article about it so that you don't have to learn them the hard way too.
And while I knew it would be helpful to address the mistakes people commonly make during their analysis, I realized that list left out the things that you can mess up before your analysis even begins. I'm not talking about how you analyze your information, but rather how your marketing software gathers the data in the first place.Read More
When it comes time to assess your marketing efforts, it's not uncommon for you to run into a ton of questions.
How are your contacts trending month over month? Was the time you spent creating social media graphics for that campaign worth it? And what about your email marketing efforts? How are those stacking up against your paid initiatives?Read More
Being able to consistently hit your website's traffic goal and provide the right number of quality leads to your sales team are two of the most crucial responsibilities of a marketing team.
But without the right tools in place, you could have wild variations in the number of visits or leads you actually generate. At the end of a month or quarter, you could end up way ahead or (more likely) way behind your goal.
When it comes to analyzing the performance of an email marketing campaign, many marketers turn to opens and clicks as a means of measuring success. And while these fundamental metrics are important to note, there are actually a lot more to consider. The keyword here being "a lot."
In fact, the wealth of data available to the modern day marketer can be super overwhelming.Read More
A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team's problem -- it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.
But the partnership doesn’t end there.Read More
Building buyer personas can be tricky -- you need a delicate balance between quantitative and qualitative data to get something that's accurate and useful. You also have to know which information out of all the data in your CRM, marketing automation, and customer support systems will actually be helpful -- and which could steer your marketing astray.
How can you be sure that you’re focusing on the right data to build out your buyer personas?Read More
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
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
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 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
If you’re in the business of content marketing, there is a 100% chance you need marketing statistics.
Statistics lend authority and weight to your blogs, ebooks, and social media posts. Using accurate data in your original content is powerful way to communicate that you’ve done your research. However, not all statistics are worth citing. Your research could have a negative effect on your online reputation if you fail to verify the source, accuracy, or recency of the statistic.Read More
When many people start diving into their marketing analytics, they're nervous. Maybe they're new to the technology, so they're worried about it being too complex and confusing to use. Maybe they haven't analyzed their marketing before. Maybe math was never their strong suit. Or maybe they're just worried about messing something up.
It doesn't have to be this way.Read More
How do you decide which topics to write about on your blog to attract the most traffic and leads? What about which types of blog posts to write? How many to publish in a week? How to promote them?
These are just some of the questions you might have when creating your blog strategy -- and knowing a thing or two about your top performing blog posts will help you find the answers.Read More
Have you ever spent a big chunk of time analyzing your marketing data, only to realize partway through that you didn't approach the analysis correctly? This happens to me from time to time, and trust me -- I know how frustrating it can be. I find myself wishing I could go back in time and warn my past self about the mistake so I could avoid losing all those hours.
Trial and error is the nature of analysis, though.Read More
The internet has an infinite amount of benefits, but one in particular that has wholly disrupted business operations. See, the world wide web allows for equal and fair access to websites, which means that startups and small businesses are essentially on an equal playing field with their big box competitors when it comes to ecommerce.Read More
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