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It’s Not Just a Marketing Phrase: 3 Ways to Deliver on Being a “Purpose-Driven Brand”

Marketing Strategy
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It's Not Just a Marketing Phrase: 3 Ways to Deliver on Being a "Purpose-Driven Brand" We’ve entered the era of purpose. 70% of employees believe it’s important to work for a business with a clear sense of purpose.  And, 54% of consumers have reduced or stopped purchasing from organisations they think missed the mark on environmental or social issues. Additional, countless data points in our most recent State of Consumer Trends Report highlight how having a solid purpose or mission will win over today's audiences and enable you to stand out against competitors. The last two and a half years have brought into focus what it means to be a purpose-driven company. The global pandemic disrupted supply chains and highlighted rising inequalities. The ongoing threat of climate change shifted market dynamics and investor expectations, leaving businesses realising they must act. Not to mention, the Great Resignation/Reflection proved that employees are increasingly seeking value and purpose at work. There’s no question that driving value for stakeholders, society, and the planet is imperative. Today and in the future, we’ll see more companies start to weave purpose into their business. But, purpose is more than a buzzword. For winning companies, purpose declares a company’s core reason for existence and its unique impact on the world. Done right, companies connect people’s individual purpose with the organizations. But, building that doesn’t come easy. That’s why leaders iterate and evolve on a company’s purpose as they grow. At HubSpot, our purpose of building a company that future generations would be...

How the Potential Recession is Already Impacting Hiring Plans in Marketing [New Data]

Marketing Strategy
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How the Potential Recession is Already Impacting Hiring Plans in Marketing Early this year, conversations surrounding an upcoming recession started making headlines. Then, we saw mass layoffs and hiring freezes happening, particularly in the tech world. According to our 2023 Marketing Strategy Report, 48% of global marketers say the potential for an economic downturn or recession has affected their company’s hiring plans in 2022. The report also suggests that this impact will continue into 2023. In this article, we’ll cover: How the Recession Has Impacted Hiring So Far How the Recession Will Impact Hiring in 2023 Which Roles Remain Popular & Which Ones Have Lower Demand Which Companies and Industries Are Most Impacted How The Recession Has Impacted Hiring So Far Based on our report, we know that nearly half of marketers globally say the current economy has impacted their hiring plans for the year. The question is how. The report suggests that marketers already struggle with hiring top talent, with 47% of respondents saying it’s one of their biggest challenges. More specifically, respondents say the biggest roadblocks are finding candidates with the right skill set and meeting salary expectations. The recession has only exacerbated an existing issue. Here are some standout figures: 35% of respondents say they had to slow down or pause hiring efforts. 27% of respondents say their company had to fire or lay off employees. 26% of respondents say their company had to...

How SKIMMS, Liquid Death, and Other Brands Made Age-Old Products Feel New, Exciting, and Different

Marketing Strategy
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How SKIMMS, Liquid Death, and Other Brands Made Age-Old Products Feel New, Exciting, and Different Let’s face it — there’s always another brand out there that makes a product similar to yours. Chances are that there are quite a few brands that make products or services similar to yours. It’s also likely that new brands and businesses will pop up in the future with similar products. With this in mind, how do new brands compete in such saturated and competitive markets, so much so that they become market leaders in their niche? In this post, we’ll discuss how three brands, SKIMS, Liquid Death, and Dollar Shave Club, introduced old but new products to market and achieved significant success. Revitalizing Old Products: How Skims, Liquid Death, and Dollar Shave Club Achieved Their Success Making “old” products come alive in new and exciting ways revolves around audiences, their needs, and how you can make what you offer them more exciting than their available options. Doing this falls on new, unique branding that speaks to their desires and a product that positions you above your competition. Let’s discuss three brands that excelled at this. 1. SKIMS Made Shapewear Exciting SKIMS, founded by Kim Kardashian, is a shapewear brand. Shapewear had been around for centuries when SKIMS launched in 2019, yet it was able to make a significant splash and repeatedly sell out of a product that many of its customers likely already had on their shelves. Image Source This success happened because SKIMS...

How to Get Buy-In from Some of the Top Marketing Leaders: 3 Execs Discuss What KPIs Matter to Them

Marketing Strategy
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How to Get Buy-In from Some of the Top Marketing Leaders: 3 Execs Discuss What KPIs Matter to Them Whether you're creating a new content campaign, launching a YouTube series, or revising your social strategy, you're going to be asked the same question by leadership before getting their support: "How will this impact our company's bottom line?" That can be a difficult question to answer — which is why it's critical you know your key performance indicators (KPIs) to: a) measure the success of your program, and b) receive executive buy-in — which is typically a prerequisite for getting the budget and resources you need to successfully launch any new paid marketing program. There are so many different KPIs any marketer might use to measure success, including sales, web traffic, follower growth, conversion rate, or brand awareness. But which ones matter most to leadership? In other words: Which ones should you focus on if you're seeking executive approval? Here, we spoke with executives at LinkedIn, G2, and HubSpot to uncover which KPIs matter most to them in 2023.  Act Like a Leader, Think Like a Leader: Data from 500+ Marketing Executives on How to Get Ahead in 2023 What KPIs Matter Most to Execs in 2023 1. Reach and leads. If you work backwards from your company's primary goal — of increasing revenue — then it makes sense that reaching new audiences and converting those audiences into qualified leads for sales would be two of the top KPIs that matter...

Act Like a Leader, Think Like a Leader: How 500+ Marketing Executives Plan to Get Ahead in 2023 [+ How You Can Join Them]

Marketing Strategy
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Act Like a Leader, Think Like a Leader: How 500+ Marketing Executives Plan to Get Ahead in 2023 In many ways, marketing leadership has never been harder. Over the past year alone, you've needed to navigate economic turmoil; a workplace shift to more globally distributed teams; and new trends that felt like they arose overnight (TikTok, anyone?).   Which is why 76% of marketing leaders say marketing has seen more change in the past three years than the last 50.  Change isn't always bad, but it is always challenging. And, as we prepare for the year ahead, many marketing leaders are wondering: What should I prepare for? Where should I focus my efforts? And what are my biggest blind spots?  To help you create a powerful and agile strategy for 2023, we've surveyed 500+ marketing executives on the biggest challenges, opportunities, and trends ahead of us. Plus, we've interviewed some of the biggest experts across the industry — ranging from CMOs and VPs at LinkedIn, Uber, Microsoft, Dropbox, SEMRush, and more — to uncover best practices for becoming a better, more effective leader.  If you're not a marketing leader, but interested in becoming one, you're in luck. We also have plenty of content and best practices on getting ahead in your career — including how to get executive stakeholder buy-in, and how to get promoted on both an individual contributor and manager-level.  Let's dive in.  Executive Leadership Survey Results   1. The biggest challenges marketing leaders' expect to...

The Top 10 Marketing Challenges Expected Globally in 2023 [HubSpot Data + Expert Tips]

Marketing Strategy
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The Top 10 Marketing Challenges Expected Globally in 2023 Every marketer faces different challenges. And, ever since 2020, the ways we've had to pivot, adjust campaigns, and address challenges has been unlike anything many of us have had to do before. And, even if you've somehow navigated the past three years without any surprising or tough marketing challenges, there's likely at least one task, tactic, or strategy you've always wanted to improve upon.  Today, marketing is so fast-paced that it can be difficult to identify which areas you'll want to develop to facilitate stronger growth in 2022 and beyond. For that reason, it's important to pause for a moment and reflect on the biggest challenges marketers feel they're facing this year. Below, let's review the current global marketing issues impacting the industry, according to data from HubSpot's 2023 Marketing Industry Trends Report and marketing experts. 1. Generating Traffic and Leads While this was the second biggest marketing challenge in 2022, it's the top challenge marketers will focus on in 2023, with 19% of survey respondents saying it will be their biggest hurdle. As you might expect, generating traffic and leads is always top of mind with marketers. And, even if teams are doing well with these metrics, they'll always want to improve them.  Why It's a Challenge John Lee, Head of Evangelism at Microsoft Advertising, believes that generating leads will be a particularly big challenge for marketers. He told me, "Getting quality traffic isn't a challenge...

The Top Challenges Marketing Leaders Expect to Face in 2023 & How You Can Solve For Them [Expert Insights & Data]

Marketing Strategy
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The Top Challenges Marketing Leaders Expect to Face in 2023 & How You Can Solve For Them Every marketer faces different challenges. Maybe you're struggling to keep up with the latest trends. Or perhaps your team is finding it difficult to pivot your marketing strategy due to major global events. Today, marketing is so fast-paced that it can be difficult to identify which areas you'll want to focus on to facilitate stronger growth in 2023 and beyond. Which is why we asked 500+ marketing executives to predict the top challenges they expect to face in 2023 — so you can plan your strategies accordingly. Below, let's explore the global issues marketing leaders believe they'll struggle with in 2023, according to new HubSpot Blog data from 500+ marketing executives. Additionally, hear tips on how to combat these challenges from experts at Microsoft, ZoomInfo, and Sprout Social. Coming Soon: Act Like a Leader, Think Like a Leader 1. Adopting a data-driven marketing strategy. Why It's a Challenge 14% of marketing leaders say adopting a data-driven marketing strategy will be a top challenge of theirs in 2023. And ZoomInfo's Chief Marketing Officer, Bryan Law, sympathizes. Law told me, "We're all feeling the pressures of a possible recession and almost every company will face challenges with revenue growth and marketing spend in 2023. With potentially fewer dollars to put towards campaigns, adopting a data-driven marketing strategy will ensure that every effort is as impactful as possible." To adopt a data-driven...

The Top Goals of Marketing Leaders in 2023 [New Data + Expert Insights from Uber, Dropbox, and ClickUp]

Marketing Strategy
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The Top Goals of Marketing Leaders in 2023 To effectively lead a marketing team, it's imperative you know your top goal. Whether your goal is to increase revenue or improve your customer's understanding of your products, starting with a clear objective will help you map out a strong strategy for 2023 and beyond. But it can be difficult to identify the most important goals for your organization — which is why we surveyed 500+ marketing executives to find out the goals that matter most to them. About half of marketing leaders say they will change their marketing goals in 2023. Here, we'll take a look at the top five goals those marketing leaders plan to prioritize in the upcoming year. Plus, hear from experts at Uber, Dropbox, and ClickUp on how to achieve them. Learn from industry leaders on how to take your team to the next level in 2023, plus take a look at data from 300+ marketing directors. The Top 5 Goals of Marketing Leaders in 2023 1. Increasing revenue and sales. 22% of marketing leaders report 'increasing revenue and sales' as their top priority for 2023. It should come as no surprise that increasing revenue is a top goal for many marketing leaders. At its core, a marketer's job is to impact a business' bottom line by attracting the right audiences and driving leads further down the pipeline for sales. Gaurav Agarwal, Chief Growth Officer at ClickUp, told me increasing revenue and driving sales is a...

5 Trending Topics Brands Leveraged in 2022 [+ How They Did It]

Marketing Strategy
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5 Trending Topics Brands Leveraged in 2022 As we head toward the end of 2022, it’s time to look back at examples of brands that have successfully “newsjacked” a trend. In this article, we’ll cover some of the top trending topics of the year and the brands that took them on. 1. Popeyes In late September, artist Rihanna announced via Instagram that she would be performing at the Superbowl. The image, which confirmed earlier speculations of the singer’s participation, quickly made its rounds. Wasting no time, Popeyes then shared its own version of the popular image just one day later. Popeyes is one of the few brands that executed this newsjacking correctly (and legally). Many brands wanting to jump on this news took a great legal risk. Instead of following Popeyes lead, which replicated Rihanna’s image with its own product and hand model, many simply Photoshopped their products into the artist’s hands. This could be considered copyright infringement, as the recreation of the image in this way is considered derivative work and requires explicit authorization from the copyright holder. Secondly, it can also violate the artist’s right of publicity, as their likeness is used in a manner they have not agreed to. Is this likely to escalate? Probably not as it serves as additional publicity for the NFL and Rihanna. However, in another case, it could. The legal consequences are simply not worth the temporary boost in reach or engagement. The key takeaway here is that...

Drip Marketing: Everything You Need to Know [+ 3 Examples]

Marketing Strategy
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Drip Marketing: Everything You Need to Know Consumers in every market are constantly receiving a barrage of texts, emails, and ads from different companies trying to get their attention — so how can your brand stand out and stay top-of-mind? One way is via drip marketing. Drip marketing helps marketers maintain constant contact with both current and prospective customers by constantly reminding them of available products, services, and special offers. But what is drip marketing, and how can it benefit your business? Here's all you need to know plus a few examples. In the early days of drip marketing, paper mail and flyers were mailed to recipients on a marketing list or after they made initial contact with the business. Of course, as marketing adapted to the digital age, drip marketing in the form of social media and email marketing became more popular. Now you know what drip marketing is, but how does it work? Furthermore, how can you company use it to its advantage? Here's what you need to know. How does drip marketing work? The way drip marketing works depends on the medium being used. The three most common mediums are email, social media, and direct mail. Email Drip Marketing Email drip marketing typically begins with an online form a prospect or customer fills out. Once the form is completed, that person is entered into an autoresponder program that will send automated emails from that point forward. The emails can be personalized with the...