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 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…

Are Companies Seeing Summer Slumps in 2021? We Analyzed 103,000 Businesses to Find Out

Until recently, many of us have been doing almost everything from home with no immediate hopes of in-person outings. But, this summer — as entire countries reopen — people who’ve been stuck inside are finally breathing a sigh of relief. At the same time, some company leaders are doing the opposite. Why? In past years, entire industries have seen summer slumps — or seasonal dips in sales or web traffic. This year, business leaders are expecting sharper dips as more consumers travel or unplug. They’re also dealing with frequent HR requests from employees who’ve been waiting months to take vacations….

Subdomain or Subdirectory? What They Are & How They Affect SEO

One of the most heated arguments that I’ve been a part of was about whether or not Taylor Swift is a good dancer. The first thing you should know about me is that Taylor Swift is my favorite artist. So you’d have a hard time convincing me she’s bad at anything (because she isn’t). SEO experts are probably the same way when debating whether subdomains or subdirectories are better for SEO. As a marketer, that debate can cause confusion and analysis paralysis. In this article, you’ll learn the differences between a subdomain and subdirectory and how they affect SEO. There…

Marketing Qualified Lead: Everything You Need to Know About MQLs

By aligning team members and different teams, your business’s employees are able to work together to create delightful experiences that make prospects want to convert and stay loyal to your brand. One example of a process in which this type of collaboration only improves your ability to convert prospects into loyal customers is lead qualification. Think about it this way: If your marketing team can align with sales on what makes for a high-quality lead at your company, then marketing can identify and handoff these leads to reps after a lead’s initial interaction(s) with your brand. Then, once sales has…

Product Launch Plan: 17 Tips to Ensure a Seamless Launch

If your product team is working on the next big thing, there ought to be an equally awesome promotion strategy to spread the word. While some companies are guilty of drafting a press release, crossing their fingers, and hoping that the users will come, there’s actually much more to it than that. Quite simply: If you have big news, you need a big strategy. And that’s where your product launch marketing plan comes in. From establishing the proper messaging and creating the assets to enabling your sales team and keeping momentum, there’s a lot that goes into putting together a…

A Brief History of Disability Pride [+Why Businesses Should Embrace It]

As a legally blind woman, it took me years to disclose the full extent of my disability to employers. When I did, I downplayed my blindness as “just a bit of nearsightedness,” or I had to give a disclaimer of, “It’s never held me back and I have references to prove it.” And, if I had to go back in time, I’d do the same thing. Why? Even if I had a great manager, I couldn’t deny the stats that were engrained in my mind. Although one in five U.S. adults has a disability, more than one-third of corporate employees…

What Exactly Is Semantic Search (& How Does it Affect SEO)

Ten years ago, SEO strategists across the world followed a relatively similar process. Step one, conduct keyword research. Step two, randomly write those keywords into the text on a page approximately five billion times. And step three — rank number one for that keyword. I hate to break to you, but that isn’t the case anymore. Several algorithm updates like Hummingbird and RankBrain brought about a new concept: semantic search. While this may remove jobs for black-hat keyword stuffers, SEOs who prioritize the importance of providing a good customer experience can sigh in relief that Google is now on their side….