Everything You Need to Know About Segmentation Bases 

Market segmentation is a powerful process because it separates your audience into groups so you can effectively target them based on traits such as the challenges they’re facing and/or how they’ll respond to certain marketing efforts. The most effective way to determine which traits you’ll use to group your audience is by using segmentation bases. In this blog post, we’ll cover the definition of segmentation bases, how to apply them at your company, and how you can use multiple segmentation bases at once. Before we dive into the five segmentation bases, let’s cover the basics. Segmentation Bases in Marketing Marketing…

As an organization gets larger, it becomes more and more difficult for different departments, and different employees within the same department, to communicate. Unfortunately, this can lead to a “left hand doesn’t know what the right hand is doing” scenario. It’s bad when the communication failure occurs internally, but it’s considerably worse when potential or existing customers are privy to the breakdown. From a sales standpoint, you may have sent a sales email to a prospect, only to be met with a reply of, “I’m already working with John” or “I’ve been a customer for five years … and no…

What is Web Accessibility? An Introduction to Web Accessibility

Accessibility has become a buzzword in the web industry over the last few years. Most people have a general idea of what it means, but do you know how it relates to your website? Let’s dive in and add some clarity to web accessibility. What is web accessibility? Imagine visiting an e-commerce website to buy a new product you are excited about, but you are unable to add the product to the shopping cart. Or, you’re on a website that has specific information you need to finish a big project, but you cannot access the content. It would be frustrating,…

How RevOps and the ‘Rhythm of the Business’ Drive Alignment at HubSpot

Educator and computer pioneer Alan Kay once said, “The best way to predict the future is to invent it.” If you work for a growing company, be it a startup or scale-up, you’ll know that attempting to “invent” the future isn’t a matter of waiting around for flashes of inspiration and eureka moments — rather, it requires proactive planning, excellent execution, and awesome alignment. You’ll also know that these ingredients aren’t easy to come by. Not by a long shot. That’s why I swear by a simple, unique framework to help me and my team at HubSpot prepare for the…

If you’re anything like me, you probably mainly consider Wikipedia a good source for a behind-the-scenes look at the production of Game of Thrones, or a collection of random facts on Zebras. In short, you likely haven’t given it much thought as a channel for brand awareness. But, if you think about it, Wikipedia is one of the best third-party sources for ranking on page one of Google. Typically, when you search an intended keyword, you don’t have to scroll far before you see its accompanying Wikipedia page: Additionally, it’s a recognizable website, so it’s often one of the first…

The 20 Best Email Newsletter Tools for Engaging Subscribers in 2021

One of the best ways to deliver valve to and engage with your subscribers — those who already like, know, and trust your brand — is through an email newsletter. With the strategy in place, newsletters help you keep your contacts engaged with your business, establish your brand authority and trustworthiness, and ultimately drive more leads. Once you have an email marketing plan for engaging your subscribers, the next step is choosing newsletter software to support your efforts. Newsletter software is essential since it allows you to beautifully design a newsletter email and deliver the email to your subscribers with…

What Does Good Privacy Look Like for Your Organization?

Disclaimer: This blog post is not legal advice for your company to use in complying with data privacy laws like GDPR. Instead, it provides background information to help you better understand data privacy best practices. This legal information is not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy. In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding. GDPR instilled a…

What is CRM Data Maintenance and How It Affects B2B Marketing

The quality of your CRM data impacts your entire organization, bottom to top. Your marketing teams rely on quality data to segment contacts, personalize messaging, and create targeted campaigns. Your sales teams require accurate data to speak to your prospects’ biggest concerns. Your customer support team needs accurate data for context in conversations with customers. Finance teams need accurate customer data for forecasting. Even your executive team relies on accurate CRM data for strategic decision-making. Most organizations know this. Yet, bad data costs U.S. companies as much as $3 trillion per year, and up to 60% of organizations do not calculate the…