Before GDPR, compliance didn’t mean as much to marketers as it does today. It was seen as something that “someone else” should have to worry about, like your legal team. Three years on from the biggest shift in the privacy landscape, organizations around the world have had to adapt company-wide to its effects far beyond the European Union where it has its most direct impact. A lot of these effects rest on the incumbent shoulders of the marketer — who has had to grapple with the evolution of privacy landscapes as they gain momentum worldwide and has to figure out…

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….

The Plain English Guide To Google’s RankBrain

Have you ever done some obscure search on Google, and been amazed when the search engine still returned such accurate results?  You can thank RankBrain for that. RankBrain went live in 2015 and is now an essential part of the Google algorithm. This article will help break down what you should know about it, and how you can optimize for it. What Is Google RankBrain? RankBrain is a part of Google’s algorithm that uses machine-learning and artificial intelligence to better understand the intent of a search query. This understanding can help return the most relevant search results to users. It…

Over the last two years, you’ve probably heard a lot about cybersecurity. Like many big, serious-sounding concepts, it feels like it sometimes plays out above our heads — the territory of huge conglomerates and governments, or maybe your IT department. And, let’s face it, not too interesting for professionals in marketing, sales, or services. You may have even found yourself thinking, “Yeah, there are people worrying about this, but we probably don’t have to.” As a product manager for security at HubSpot, I spend a lot of time thinking about this topic. Today I’d like to explore how essential good…