What is an A/A Test & Do You Really Need to Use It?

What’s worse than working with no data? Working with “bad” data. As marketers, we love to test headlines, call-to-actions, and keywords (to name a few). One of the ways we do this is by running A/B tests. As a refresher, A/B testing is the process of splitting an audience to test a number of variations of a campaign and determining which performs better. But A/B testing isn’t foolproof. In fact, it’s a complicated process. You often have to rely on testing software to pull the data, and there’s a high probability of receiving a false positive. If you’re not careful,…

Want to Be a Better Manager? Work on These 7 Management Skills

You’ve worked hard to become a manager and now you feel ill-prepared. Or perhaps you’ve been in your role for a while and feel stuck, stagnant. The imposter syndrome sets in and you’re not sure how to succeed in this role. Management skills aren’t innate, they’re learned over time so the work is never fully done. Succeeding as a manager is a fluid dance that requires a willingness to learn. If you’ve already identified areas of improvement, this article will offer actionable tips. If you have no idea where to start, you will learn the top management skills every people…

YouTube Demographics & Data to Know in 2021 [+What Different Generations Watch on the Platform]

Chances are, you’ve probably spent an afternoon falling down a rabbit hole of YouTube videos. I certainly have, and I think I’d be pretty embarrassed to see the total amount of time I’ve spent on the platform. While it’s a great source of entertainment, YouTube has also proved itself to be a valuable tool for marketers. In fact, 70% of viewers bought from a brand after seeing content on YouTube. And, with a global user base of more than 2 billion people, it’s also safe to assume that your target audience is on the platform. However, just as it is…

What is Expert Power and How Can You Develop It?

Have you heard the expression that it takes 10,000 hours of deliberate practice to make you an expert? That’s approximately 417 days if you were practicing 24 hours a day. Since that’s impossible, calculating about 3-4 hours a day of deliberate practice, it would take around 8-10 years to be considered an expert at something. Yet, perceived expertise is different. Much of the time we consider people at our company experts in a certain field, even if they haven’t been in that field for 10 years yet. That’s because they have expert power. In this post, we’ll discuss what expert…

Are Employees More or Less Productive Than They Were in 2020? How Marketers Can Navigate [New Data]

2020 was a whirlwind year for managers. For instance, among her own personal experiences learning how to work in a pandemic, my manager also needed to demonstrate empathy for employees who had stresses that interfered with their ability to work at their best. She adjusted deadlines, re-defined team goals, and created new standards for success that enabled her employees to perform well while also dealing with everything else they had on their plates — including childcare, health concerns, and, well, a global pandemic.   Amidst the stresses of 2020, you’d be hard pressed to find a manager who didn’t make exceptions…

The Death of the Third-Party Cookie: What Marketers Need to Know About Google’s 2022 Phase-Out

What do marketers and Sesame Street monsters have in common? They LOVE cookies. For years, brands have been using them to track website visitors, improve the user experience, and collect data that helps us target ads to the right audiences. We also use them to learn about what our visitors are checking out online when they aren’t on our websites. But the way we use cookies and Google ad-tracking tools could change dramatically with Google’s efforts to phase phase out the third-party cookie on Chrome browsers by 2022. The third-party phase-out was initially announced in February 2020, but Google accelerated buzz…

7 Reasons Scale-Ups Earn Investments, According to HubSpot’s Founder

Every successful company starts with a single idea. It’s how those ideas are approached, molded, and questioned that dictate whether or not they go on to evolve into a startup. However, reaching startup-dom doesn’t complete the lifecycle of these ideas. Instead, becoming a startup is the moment when ideas begin to grow into something actionable, driven by a collection of intentional goals. And as all of us who have lived the startup life know — when you’re a startup, more often than not your goal is simple: to survive. I like to think of being a startup as treading water….