It’s been decades since websites became a business necessity — and today, merely having an online presence is not enough. To support business growth in a demanding, evolving landscape, your website needs to achieve multiple (sometimes conflicting) objectives, all of which are moving targets:  It needs to be optimized for search It must deliver an exceptional user experience It has to appropriately leverage up-to-the-minute technical capabilities ..read more

Every single contact with customers and prospects is important for generating business and developing lasting relationships. Smart sales reps treat sales calls like gold, so keeping a reliable record should be a top priority. HubSpot’s Call Recording and Call Intelligence features now have additional capabilities and power within Sales Hub. Sales and marketing teams using HubSpot can leverage new artificial intelligence (AI) tools directly in the CRM platform, reducing your effort and boosting confidence that you’re handling issues swiftly and correctly. In the video above, I demonstrate:&nbs ..read more

At our March Appleton HubSpot User Group (HUG) event, we asked participants to share their most pressing questions about artificial intelligence (AI) tools in HubSpot — along with some of the bigger LLMs like Claude, ChatGPT, and Gemini. Here’s why: The AI landscape is changing fast. New tools and capabilities are emerging almost daily. It’s an exciting time for marketers, but it can also be overwhelming.  Many HubSpot users are eager to harness the power of AI to streamline their workflows and enhance their results, but they’re not quite sure where to start or how to navigate the multit ..read more

We’ve all been hearing plenty about how artificial intelligence is transforming marketing: enabling teams to ideate, create, and promote content more efficiently than ever before. But have you tapped into its capabilities for your own marketing work yet? If not, why not? Many marketers feel overwhelmed by the pace of the AI evolution — or more accurately, the AI revolution. It feels like every day brings another advanced feature in the changing landscape of LLMs, as ChatGPT, Claude, Gemini, and more wrangle for the top spot. It feels impossible to choose with confidence. The good news is that ..read more

Whether building a website, blogging, or running ads in trade publications, your job as a marketer is to attract new customers.  Or is it?  Only a 5% increase in customer retention can increase company revenue by 25-95%1.  Read that again. While attracting new customers is a given, engaging and delighting your existing clientele is just as important, and might be the best marketing move you ever make.  The good news is that you probably have the people and resources you need, according to Kyle Jepson, Chief Evangelist for HubSpot, the world’s #1 sales and marketing platfor ..read more

Artificial intelligence is changing the ways businesses operate, and for sales and marketing, generative AI is already becoming a powerful tool for efficiency and growth. But it’s more than efficiency that’s at play; AI is today’s gateway to the data-driven marketing strategies of the future. And believe it or not, AI’s enabling marketers and salespeople to make more human-centric connections with target audiences and sales prospects ..read more

Ask the average person what they know about artificial intelligence (AI), and you’ll likely get an answer that has something to do with writing. While true, AI is so much more than generative capabilities — and savvy marketing and sales teams know it. Andy Crestodina, Co-Founder & Chief Marketing Officer at Orbit Media, asserts that when trained properly, AI is a performance change agent, not merely a productivity tool. It’s a matter of approach. Andy advises AI users to “Set aside how to be faster. Focus on how to be better ..read more

AI’s rise is transforming the B2B marketing landscape at a nearly unbelievable pace. As powerful language models like Open AI’s ChatGPT, Anthropic’s Claude, and Google’s Gemini reshape how people find and consume information online, industrial marketers are grappling with a new imperative: adapt or fall behind. At the heart of this shifting path to purchase is the evolution of search. With the proliferation of generative AI tools, users are increasingly turning to chatbots to find the insights they need. Traditional, organic search-based strategies need revamping as algorithms prioritize cont ..read more

“Resonance over reach” is how author and consultant Jay Acunzo approaches modern marketing With the explosion of artificial intelligence (AI), it has never been easier to crank out huge amounts of information… mediocre information, boring information, slam-your-head-against-the-wall information. Yet, many businesses (and their marketing departments) continue to churn out mountains of content and participate on every social channel simply because that method was a staple of many marketing methodologies. Jay Acunzo is changing that. Jay knows that a great story engages people and inspires actio ..read more

If you’re a digital marketer and you’re paying attention, you see it: unprecedented disruption on all fronts — from evolving customer expectations and buying behaviors to the very ways people search for and consume information online. Many businesses are seeing changes in the ways visitors interact with their websites and digital content. This points to an evolving challenge business-to-business marketers face: If site visitors are less willing to offer contact information in exchange for your helpful content, how do you find and connect with target audiences in the first place?  How do ..read more