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The Best Ways to Get Visibility from Your CMO and Other Marketing Execs Who Can Move You Forward [Data]

information, Leadership
February 21, 2023/by
The Best Ways to Get Visibility from Your CMO and Other Marketing Execs Who Can Move You Forward Marketers in large organizations often deliver great work that falls through the cracks. Between juggling market research, campaign ideation, and collaborative projects, it can be challenging to take a step back and reflect on just how much work you've done — much less on communicating those accomplishments to marketing executives. But that doesn't mean that you should let your efforts fall silent. You can communicate your impact to the marketing team in more ways than one. In this post, we'll discuss the different ways to gain visibility from your CMO in various marketing roles and provide you with key practices to ensure you're on their radar. How to Gain Marketing Executive Attention Gaining Visibility as a Marketing Manager When deciding which marketing KPIs to focus on — whether you're a marketing leader or individual contributor looking for buy-in — you'll want to consider which metrics will directly connect to your organization's broader goals. According to our State of Marketing Trends Report, SEO metrics are the most important to marketing leaders going into 2023. To better stand out to marketing executives, you can present them with data focused on SEO-oriented KPIs, including: Sales, leads, and conversion rates Total monthly visitors Traffic from social media New vs. Returning visitors Click-through rate A strategy led by SEO focuses on audience growth and brand awareness. Let your...
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Instagram Shadowban Is Real: How to Test for & Prevent It

Instagram Marketing
February 21, 2023/by
Instagram Shadowban Is Real: How to Test for & Prevent It When you're trying to grow a following on Instagram, you depend on Explore and hashtag pages to expand your audience and reach. So it can feel more than a little disheartening when it suddenly seems like your content isn't showing up anywhere. If you feel like your posts are receiving fewer likes and comments suddenly, or aren't appearing for certain hashtags or on the Explore page, you might be shadowbanned. From Instagram's perspective, the objective of hiding "inappropriate" content makes sense (although its enforcement has been criticized.) Why does Instagram shadowban? Shadowbanning allows Instagram to filter out accounts that don't comply with their terms. Some people use inauthentic measures to expand their Instagram following, like buying followers or using hundreds of hashtags that are irrelevant to their content. If that's the case, it makes sense that Instagram hides content from those accounts so that only genuine and helpful content is promoted to users. While Instagram doesn't openly admit to shadowbanning, they released a statement on their Facebook business page in February 2019 that addressed the problem users were having with their content not showing up for certain hashtags. Their statement at least confirms the hashtag dilemma as a real one — but many speculate that the statement is Instagram's way of admitting to shadowbanning, without actually admitting it. It's important to note that Instagram changes its algorithm often, so those alterations could be the...
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Snapple Invites Customers to Generate Real Facts with AI

Marketing News
February 15, 2023/by
Snapple Invites Customers to Generate Real Facts with AI Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. The facts on Snapple bottle caps are getting an AI-powered glow-up. In a recent press release (partially written by AI) the beverage company debuted the Snapple fAIct Generator, an online tool that allows users to discover and share fun facts at the click of a button.           View this post on Instagram ...
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Podcast SEO 101: How to Rank Higher

SEO
February 15, 2023/by
Podcast SEO 101: How to Rank Higher 40% of podcast listeners use an in-app search bar to discover new podcasts. The trend is clear: if you want more reach, you need to optimize your podcast for search. One way to get there is with podcast SEO. Think of it as invisible levers you can pull to boost your ranking and drive more traffic to your podcast.  In this post, we'll cover how to optimize your podcast for Spotify, YouTube, and search — plus uncover how to find great topics for your next episode. Table of Contents How to Optimize a Podcast for Spotify How to Optimize a Podcast for YouTube How to Optimize a Podcast for Search How to Find Topics for a Podcast How to Optimize a Podcast for Spotify Update your show page. Every podcast on Spotify has a show page. You can think of it as a landing page for your podcast. According to Spotify, the purpose of a show page is to give listeners everything they need to know about your podcast, including: Its title Its cover art Its show description A "Follow" button A list of recently published episodes The show page isn't something to rush through — or leave to collect dust. Ensure each element is up-to-date, accurate, and as compelling as possible. Include sub-topics in your show description. Show descriptions are typically short and concise, so you need to make every word count. To...
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What Marketers Need to Know About ChatGPT, Google’s Bard, and Microsoft’s Bing Chatbot

Artificial Intelligence
February 14, 2023/by
What Marketers Need to Know About ChatGPT, Google's Bard, and Microsoft's Bing Chatbot On November 30, 2022, OpenAI launched a conversational AI service called ChatGPT. ChatGPT blew up in popularly practically overnight. Within five days, it had already reached one million users. By comparison, it took Facebook roughly 10 months to hit one million users. All of which is to say: There is clearly demand for these conversational AI services. And both Google and Microsoft have taken note. While both companies have invested in AI for years, it seems that ChatGPT has sparked an urge for Google and Microsoft to speed up the launch of their own conversational tools. On February 6, Google announced it's own conversational AI service, called "Bard". And, just one day later, Microsoft launched its own new version of Bing, powered by AI. And, from a consumer perspective, I get it. These tools are fun. Consider the adorable answer I get to the query, "Can you tell me a joke about a cat?" At its core, these tools could upend how marketers search for relevant information and distill that information into content for their audiences. Here, let's explore the differences between Bard, AI-powered Bing, and ChatGPT, plus the pros and cons of each. First — What is ChatGPT? The "OG" in the space, ChatGPT launched in November 2022. It's owned by OpenAI, and is a free, publicly accessible tool (although, as of February 1, there is now a paid subscription version called ChatGPT...
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How Marketers Collaborate Effectively Across Departments [According to HubSpot Marketing Leaders]

Collaboration/Teamwork
February 14, 2023/by
How Marketers Collaborate Effectively Across Departments 86% of business leaders blame a lack of collaboration as the top reason for workplace failure, according to a survey by recruiting firm Zippia. So you share a bunch of meetings with another team and call it cross-functional, right? Not so fast. To effectively collaborate across departments requires more than just sharing goals and countless meetings. What does it take? We’ve asked marketing leaders from different teams (See what we did there?) at HubSpot for their top tips on cross-departmental collaboration. The result is 11 actionable suggestions that you can do today. So put down the calendar invite and read on… What is cross-department collaboration? Why is cross-department collaboration important? How to Collaborate Effectively Across Departments Why is cross-department collaboration important? Cross-functional campaigns are important because they help align teams to the same objectives, introduce fresh insights to old processes, and boost the performance of the teams involved. Consider these statistics: Businesses with tightly aligned Sales and Marketing teams saw more than 200% revenue growth from marketing. (LinkedIn) 53% of businesses that adopted cross-functional teams reporte significant improvement in performance. (Deloitte) 28% of marketing leaders identified “collaborating across teams when planning marketing activities” as a top way to gain visibility within the company. (HubSpot) 21% of marketers say it is difficult to get the data they need from other teams. (HubSpot) 1. Ask questions and understand...
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