What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns

As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows you to do just that — the process involves two or more companies working together to reap the benefits of their combined efforts. We’ve compiled the co-marketing tips and tricks below to help you create a successful co-marketing campaign and relationship, from start to finish. Partner companies typically collaborate on promotional efforts for a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or product, and share the results of that promotion. By levering the relationship and reach…

How to Create Content for Every Stage of the Buyer’s Journey

No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call. That journey is called the buyer’s journey. Because consumers are more informed and more empowered than ever before, it’s important to deeply understand your buyer persona and the journey they make so you can create content that helps them along that path while positioning you as an authority in your space.  In this post, we’ll cover:  Understanding the Buyer’s Journey in Marketing What a Marketing Funnel…

Pivoting from a career in broadcast journalism was a big decision for me. I loved everything about a newsroom environment: the breaking news, researching topics, identifying sources for stories, and feeling like I had a pulse on trends and issues taking place in the world. I was successful at it, too. In fact, I worked at some of the biggest news corporations in the world, including CNN, ABC News, CBSLA and others. However, at some point — because I was spending so much time on social media listening for breaking news and looking for story ideas — my interest in…

Lights, Camera, Action: How to Record a Webinar Worth Replaying

A few short months ago, I discovered the beauty of webinars. I love to learn more about the marketing industry. Every chance I get, I’m on LinkedIn searching for engaging content that teaches me something new about social media or content creation. And my favorite way to learn is by watching a webinar. By taking an hour out of my day, I can gain valuable insights from industry experts about virtually any topic. In most cases, I’m introduced to a new thought leader in the space, as well. The only downside to webinars is that a lot of them are…

This post is a part of Made @ HubSpot, an internal thought leadership series through which we extract lessons from experiments conducted by our very own HubSpotters. Prospect expectations for businesses have never been higher — in fact, according to Google, 61% of people now expect brands to deliver personalized experiences.  At the same time, the amount of people who want to reach a business through messaging continues to rise. Which means keeping up on chat can be tough, even for well-trained teams. At HubSpot, we felt the brunt of that pain in early 2018. We have a specific sales…

How HubSpot Personalized Our Chatbots to Improve The Customer Experience and Support Our Sales Team

This post is a part of Made @ HubSpot, an internal thought  leadership series through which we extract lessons from experiments conducted by our very own HubSpotters. You can’t talk about the future of marketing without chatbots. People are increasingly interested in communicating with brands in a more personal, conversational way — and chatbots can help. Including chatbots on your website helps visitors find what they are looking for and connect them with your team in an immediate, frictionless way. Chatbots also follow the Inbound Messaging Framework. So, what are the secrets to building a chatbot strategy? On HubSpot’s marketing…

How to Make a Scalable SMS Chatbot Using Twilio, Python, and Google Sheets (with Free Code)

Posted by R0bin_L0rdMany of us are helping businesses that are facing hard times, or we’re facing hard times ourselves. If you’re working for a company (or client) that’s in trouble, the use of SMS chatbots could be a way for you to look outside your normal list of solutions and help them succeed in a completely different way. If you’re a marketer looking for work, adding this to your list of skills could mean you keep things ticking along while many of the usual doors are closed — or that you open new doors. What you’ll get In this post,…

Upstream vs. Downstream Marketing, Explained

How many times have you seen a term for something you already knew about? This probably happens a lot, right?  For example, before I took marketing classes in college, I had no idea that there was a term for making sure your content has a better chance of ranking highly on search engines. (Hint: This is search engine optimization, or SEO). You may already know about upstream and downstream marketing. When I learned what these two terms meant, I found myself saying, “Oh, so that’s what it’s called!” You’re probably here for the same reason. So, let’s talk about the…

In marketing these days, you can’t swing an enthusiastic micro-influencer without hitting someone who’s talking about video content. And it’s not without merit. A recent HubSpot study revealed 54% of consumers want to see more video content from brands and businesses they support. With video marketers earning 66% more qualified leads per year and a 54% increase in brand awareness, it’s clear video marketing is the future and product demo videos are a lucrative path forward. In fact, 72% of people would rather use video to learn about a product or service. There are many different types of product demo…