How Much Should Your Marketing Team Budget for 2021? [By Industry]

When I was hired for my first marketing role, I got really excited to pitch new, exciting ideas to my team. And I thought — as long as I had data to support the potential success of a project — that my team would be thrilled to hear these ideas. Which they were. But they were also cautious, and one of their biggest concerns was, “Okay, this sounds great … but how much is it going to cost?” Ultimately, being a successful marketer isn’t just about thinking strategically. It’s also about adhering to a strict budget, and achieving new levels of…

Featured Snippets: Not Gone, Just on Holiday (Apparently)

Posted by Dr-PeteOn February 19, 2021, we measured a dramatic drop in Featured Snippets on Google SERPs in the US. Like any responsible data scientist, I waited to make sure it wasn’t a fluke, did my homework, and published when I was sure I was onto something. Then, this happened (30-day view): C’MON, GOOGLE! I did all these beautiful analyses, found a lovely connection between Featured Snippet losses, YMYL queries, and head terms, and then you go and make me look like a chump?! Is there anything we can learn from this strange turn of events? Do I really need…

The Local Finder vs. Google Maps: How Different Are They?

Posted by MiriamEllisGoogle must be one of the most experimental enterprises the world has ever known. When it comes to the company’s local search interfaces, rather than rolling them all out as a single, cohesive whole, they have emerged in piecemeal fashion over two decades with different but related feature sets, unique URLs, and separate branding. Small wonder that confusion arises in dialog about aspects of local search. You, your agency coworkers, and your clients may find yourselves talking at cross-purposes about local rankings simply because you’re all looking at them on different interfaces! Such is certainly the case with…

At HubSpot, customer experience comes first. Always. Whether our marketing team is selecting a time at which to send an email or our web team team is choosing the size and location of a button on our homepage, the question we always go back to is: “Will this be a good experience for our customers?” As HubSpot’s Chief Product Officer, this customer-first principle is my guiding light when it comes to product development. And it’s the reason why we don’t buy technology when we want to deliver a new product to our customers. We build it. This build-first approach is becoming increasingly…

10 Common Virtual Meeting Mistakes to Avoid, According to Remote HubSpot Employees

Whether it’s with a single client, a large internal team, or external stakeholders, hosting successful, engaging meetings is an art form. It takes skill to know how to simultaneously capture attention, inform, be interactive, and leave a lasting impression — it’s really not an easy feat. The prospect of holding a meeting may become even more stressful when the session is online. As meetings are new to the virtual world, there is no roadmap to hosting a successful one. However, as nice as it would be, a roadmap is not always the key to success. Sometimes the key can be…

The way employees communicate and collaborate has changed substantially in recent years. Employee engagement software is becoming more and more common in organizations of all sizes and for a good reason. Research shows that companies with engaged employees outperform those without by a whopping 202%. 

Stop Asian Hate

Posted by SarahBirdWe condemn the horrific acts of hate and violence targeting the Asian American and Pacific Islander (AAPI) community, which culminated in the tragic mass shooting in Georgia on March 17th. We mourn the loss of life and grieve with the families that have been broken by this latest racist, misogynistic hate crime. This is not an isolated incident. We must acknowledge the widespread examples of violence and prejudice, bigotry, and intolerance that have been building for some time. We’ve seen attacks on elders in the Asian community. Children face bullying from peers. There has been workplace discrimination, street…

The Death of the Third-Party Cookie: What Marketers Need to Know About Google’s Looming Privacy Pivots

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…