Effective B2B marketing is challenging to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy.

I became a marketer because I love storytelling — a craft that I and many other content strategists treat like an art. Like all art, storytelling requires creativity, vision, skill, and practice. The result of this discipline? Marketing campaigns that really pull your audience in.

Of all landing page submissions,
55% come from lead magnets, and ebooks are one of the best lead magnets you can offer. You don’t need to be a designer by trade to design beautiful ebooks yourself. With the right resources, like free ebook templates, and the right approach, you can deliver valuable content to your audience in a fraction of the time.

As I‘ve moved up in my marketing career, I’ve realized how important it is to be on the same page as the CEO.

Your website homepage is your company’s first impression for most customers, and first impressions are everything. Your landing page needs to make a killer first impression to encourage potential customers to stick around and engage.

The first time I was assigned to write a budget proposal, I stared anxiously at a blank spreadsheet, wondering where to begin. What was a budget proposal supposed to include? Was there a specific structure to follow? How could I ensure it met all the necessary criteria?

Recently, I came across the LinkedIn page of an unfamiliar brand. And as usual, my eyes went straight to the banner section first. After all, a picture is worth a thousand words.

A well-known adage says there’s no such thing as bad press — but let’s be real: that’s a big ol’ lie.

I ran a survey in early May 2024 where I asked consumers if they thought brands should practice social responsibility — 90% said yes.

Graphic design has come a long way since I started in the arts nearly a decade and a half ago. Improvements in tools like Photoshop or my personal favorite, Procreate, from then to now have helped remove creative roadblocks and speed up the design process. Then, user-friendly design tools like Canva have made design more accessible to non-specialists.

For decades, search engine optimization (SEO) has been a critical component of any modern marketing strategy. But SEO doesn’t just mean Google: To the contrary, there are a number of alternative search engines worth exploring.

Like most millennials, I consider myself an Instagram native. I’ve used the platform for both my work and personal life for what feels like a lifetime, and in doing so, I’ve had to come up with thousands of Instagram post captions.

Building brand awareness isn't just about making noise today — it's about laying the groundwork for generating consistent demand tomorrow.

I can’t lie — I’ve been feeling a little AI-fatigued lately. But the reason everyone’s still talking about AI is because it’s not going away anytime soon.

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.
It can feel isolating if you’re the only one in the room who looks like you.

Welcome to HubSpot's Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

You spend countless hours editing video content to perfection, writing the perfectly optimized blog post, and putting together the absolute best resources for social media … only to realize that you still have to convince people to actually view your content.

Back when I started playing the search engine optimization (SEO) game, keyword stuffing actually worked. Since then, algorithm updates have spared only a few SEO best practices, like URL optimization.

If you write, edit, or manage content for a brand, you likely run into lengthy content discussions over everything from voice to exclamation marks and em dashes. At least, I’ve done my fair share of debates with colleagues over language preferences.

Despite working in marketing for over a decade, I’m still puzzled by the idea of product marketing.
Whether your business offers a service (say, a cleaning company) or a commodity (like a toy manufacturer), you’re marketing a “product,” right?
Heck, in my recent job hunt, I interviewed for several product marketer jobs under the caveat that I hadn’t “done product marketing,” but I’d certainly marketed a product.
But the truth is those positions wouldn’t have worked out. Product marketing is a very specific branch of marketing that requires particular skills and has its own unique benefits.

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

Am I right in assuming that a significant part of your marketing strategy today is digital? Probably. Consumers and businesses alike are almost always online and on the go, so you want to be able to reach them wherever they are.

Welcome emails can arguably be one of the most powerful tools for setting an incredible first impression for pre-email customers. Nevertheless, the process of creating a persuasive welcome email is not always smooth.

Beth Goldowitz, who’s been managing nonprofit organizations for the past 20 years, says that when “managed correctly, grants can keep organizations afloat. They’re stable and predictable, a revenue stream that the organization can count on for the duration of a contract.”

Over the past year, we've seen a major shift when it comes to the importance of building social communities. And, as of 2024, 86% of social media marketers say building an active online community is crucial to a successful social strategy.

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

When building effective social media ad campaigns, the biggest question isn’t “How much should I spend?” It’s “For every dollar I spend, how much do I get back?”

When rumors started swirling about Twitter changing its name to X, I couldn’t believe it at first. But then, in July 2023, as I searched for my favorite blue icon on the phone, I found a black icon instead. It had actually happened!

Welcome to The Creative, a series that gives content creators actionable advice from professionals in the creator economy. Read The Creative to learn how to grow your platform, improve your content, and stay ahead in the ever-shifting creator landscape. 
Artificial intelligence is a bit of a controversial topic in the world of content creation. In an industry that prides itself on creativity and a do-it-yourself approach, many wonder if AI has a place in the creator economy.

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

Almost any business, at a certain point, finds itself in need of external expertise. For some industries, the way to find the right partner is obvious — creating and putting a request for proposals (RFP) into the world.

“So, where do you see yourself five years from now?” Oof, that can be a tricky interview question, especially if you’re unsure of your professional goals.

Conducting market research pulls details together to help you choose new products or services to launch. They also help identify your audiences and best marketing strategies so you are ready to act without the guesswork.

I've been sorting data in Excel for years, even before I joined HubSpot in 2011. And considering that content marketing tools often exported unordered data without a logical order, it's safe to say I know a thing or seven about keeping data tidy in Excel.