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. As an inclusive marketing strategist and consultant, one of the things I find myself having to educate clients on […]

As an employee and a freelancer, I’ve seen plenty of brands fall prey to a shiny object syndrome where they want to build a feature they saw a competitor launch or simply thought was a good idea. Then, they build that idea without knowing if their audience needs or wants it — they skip usability

I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring. I primarily work with B2B clients, so

I’ve been in content marketing since early 2015. With almost a decade of experience, I’ve tested dozens of content planning software, spreadsheets, and calendars over the years. I’ve been in content marketing since early 2015. With almost a decade of experience, I’ve tested dozens of content planning software, spreadsheets, and calendars over the years. Collaborations

When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled. When I worked in-house at a SaaS company, marketing felt like an

Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the future will bring in the next five years or so. Being a marketer in today’s

Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite

If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use

“If you build it, they will come” worked well in “Field of Dreams.” But, like a lot of marketers, I took a more cautious (yet still curious) approach toward AI integration. “If you build it, they will come” worked well in “Field of Dreams.” But, like a lot of marketers, I took a more cautious

The dreaded question of social media marketers everywhere: “Why am I losing followers on Instagram?” I spent years in the trenches as a social media editor for media brands and know the daily toil it takes to keep up with the latest media trends, platform updates, and more. The dreaded question of social media marketers