Category: Marketing Automation

Artificial intelligence (AI) is changing the world. Virtually every industry adopts and incorporates AI as it improves many processes and offers new ways of doing things. The following are examples of AI use in different sectors: Autonomous vehicles like Tesla use AI to drive cars and identify obstructions to avoid collisions. Devices, including smartphones and…
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Last Updated on September 26, 2022 by Rakesh Gupta It has been nine years since I passed the Salesforce Advanced Administrator exam. In the past few weeks, many people reached out to me asking for guidance and a path to becoming a certified Advanced Administrator.  That gives me an idea
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What do HubSpot, Mailchimp, and Wistia have in common? They’re all B2B companies with high-traffic, lead-generating media engines that support their products.

Wondering why so many companies are entering the editorial space? Industry experts cover that and more below.
1. The B2B marketing industry is shifting.
Marketing SVP at HubSpot Kieran Flanagan says the B2B marketing industry has gone through four major phases in the last decade.
What started as a focus on decision-makers has now evolved into a community-led approach that leverages media and publishing.
[image of b2b marketing evolution]
Many brands follow a product-led growth approach, in which the product itself attracts consumers and drives retention.
Any Atluru, former head of community at Clubhouse, says that this works great for utility-based products that have already been validated socially or don’t require a network of users to thrive. Think Slack and Calendly.
She highlights that a community-led model may be more conducive to brands whose products aren’t particularly unique and gain value through community. Think Peloton and Figma.
In this case, entering the editorial space will be a key part of your success.

Media & Community-LedThe next stage is B2B companies become a destination for their audience. Media (text, video, and audio) & developing an ongoing relationship through a community.It will be a hard moat to disrupt. — Kieran Flanagan 🤘 (@searchbrat)
March 24, 2021

2. The ad space is oversaturated.
On an episode of Marketing Against the Grain, CEO and co-founder of Notus, Yuliya Bel argues that ads no longer have the impact they used to.
“Like anything in marketing, there comes a point where it becomes saturated. Where people start to be like ‘Ok, we’ve seen this before, it’s no longer authentic or really speaking to us,’” she said.
She references an eBay study that revealed that brand search ad effectiveness was overestimated by over 4,000%.
With the incredibly high costs of running ads and rampant competition, this begs the question: Is the focus on ads for customer acquisition and engagement the best play?
She argues that investing in producing high-quality content and distribution tactics is the only way to ensure longevity in the online space.
Think about it this way: You could invest $100K into an advertising campaign but once it ends, so does your lead generation. Instead, you could invest that money into building a content team that will produce evergreen content that will bring in leads long after they’re published.
3. You meet your audience where they’re at.
Every brand wants to attract its audience organically.
While social media is the most popular way to achieve this – and the strategy that offers the quickest response – building a media engine is by far the most reliable and most sustainable.
Why? The first is that it removes the reliance on third-party applications to reach your audience. If you’re solely relying on TikTok and Facebook, what happens if they are down for a few days? Or consumers lose interest and transition to a new app?
You’ll constantly be adjusting your strategy based on the platform and trying to hit a moving target.
When you build your own engine, your audience comes to you.

But, you can compete as a publisher.You can create things that help educate and inform your audience.Sure, not all of them will buy your product or service, but all of them will remember that you helped them in some way.That matters! — Kieran Flanagan 🤘 (@searchbrat)
February 4, 2021

The second reason is that you’re able to attract several personas using varying mediums.
For instance, those who listen to your podcast may have different needs and challenges from those who read your blog posts.
When you’re in the editorial space, you can tailor your content to each user type and where they are in the buyer’s journey. Whereas on social media, you’re throwing out content and hoping that it reaches the audience that will resonate with it the most.
The issue is that the editorial space is a long-term play whereas social media is a quicker turnaround. When building a media arm, you won’t see results overnight – it can take months to years to see the impact of your work so for many businesses, the wait can seem like a waste of time.
However, in the long run, attracting your audience organically through thoughtful content will be the most cost-effective and sustainable method for audience growth.
4. You establish yourself as an industry thought leader.
One of the best ways to stand out in the B2B space is to become a thought leader, a brand others go to for guidance on trends, innovative strategies, and more.
HubSpot CMO Kipp Bodnar way to differentiate yourself from the competition.
“There are a lot of technology industries where the pace of being able to innovate and create technologies is actually very fast,” he said on the Marketing Against the Grain podcast, “so, you need content and storytelling to differentiate.”
For HubSpot, media has been integral to our success – with our blog being a common first point of contact for many of our leads. Now, we’ve expanded to podcasts, videos, and newsletters.
Flanagan believes it’s crucial when growing your B2B brand.
“The most underrated skill in B2B tech in the future is editorial taste,” he says.
This refers to the ability to know what will resonate with your audience and how to execute it.
Once you’ve gained your audience’s attention and added value to their lives, they will trust the products you recommend to them – even if it’s your own. That’s reason enough for any company to enter the editorial space.

Online communities are internet groups where people with shared interests interact, have discussions, and form relationships.
According to HubSpot’s State of Consumer Trends Report, 24% of social media users have actively participated in an online community in the last three months.
This post will delve into why consumers join online communities, the benefits they get from participating in them, and what this means for marketers.

Why Consumers Participate in Online Communities
The HubSpot Blog’s Consumer Trends Report surveyed over 1000+ consumers and asked them why they join online communities. The top reasons were for fun, to share their same interests with others, and to stay connected with their communities.
Online communities are especially impactful for Gen Z, who value in-the-moment connection. In the past three months, 22% of Gen Z have joined an online community, and 36% of Gen Z actively participated in an online community (higher than any other generation).
Christina Garnett, Senior Marketing Manager, Offline Community & Advocacy, says a draw to online communities is that they remove the friction that can come from in-person communities, as people around the world can connect with others without needing to travel to different locations.
She says that with the advent of smartphones, online communities become “‘In your pocket’ or ‘turn on your laptop’ communities where the only thing you need to feel connected to others is an internet connection.” Access can be as simple as tapping an app on a phone or clicking on a bookmarked website instead of traveling elsewhere, so the appeal increases.
The HubSpot report also asked consumers the most significant benefits they get from participating in online communities, and they said learning new things, gaining new ideas and inspiration, and being able to meet and interact with others with similar interests.

Image Source
Garnett adds, “The ability to connect without travel or without a sense of forced communication means that not only can people around the world connect with others, but that those who are more introverted are able to participate in the ways where they are most comfortable instead of feeling forced to go to events and have small talk in order to feel like a member.”
Takeaways for Marketers
There are two types of communities consumers can join: user-built communities, where a consumer creates or joins a community around an interest, like a Reddit board or subreddit, or a community built by a brand or business, like a branded Discord server or Facebook Group.
Even though businesses can only own one type of community, you can leverage both to understand your audience’s likes and dislikes, what they talk about, and even how they talk about your business.
For example, you can use social listening to see how consumers are talking about a new product you’ve launched, or you can ask consumers a question and create an interactive poll in your YouTube Community tab.
Regardless, online communities allow businesses to interact with customers, have conversations, and develop engaging relationships that build a connection — a critical pillar of customer loyalty.

On TikTok, anyone can go viral. But due to its quirky nature, it’s often the most creative or silly videos that skyrocket.
Of course, it also helps that TikTok has a massive audience who are super engaged. To increase your chances of being seen, there are a few tips and tricks we recommend you try. 

From leveraging trending audio to green screen effects, read on to discover the 10 best TikTok tricks.
1. Stitch top-performing or relevant videos.
Stitch is a tool that enables you to combine another video on TikTok with one you’re creating. It’s yet another way to collaborate with other TikTokers, leverage user-generated content, and expand your reach.
Start by looking for top-performing videos in your niche. You can do this by using the search bar and typing keywords relating to your brand. Or, check if any videos directly mention your brand.
Once you find a video to stitch, tap the Share icon on the right-hand side.
Then, tap Stitch. This will open an editing tool where you can select five seconds of the video to use in yours.

Let’s look at stitching in action with an example from Puma.
Example: Puma
In case you’re out of the loop, latte art is a huge deal on TikTok — amassing over 2.4 billion views. When one user put the Puma logo on top of a steaming cup of coffee, the brand decided to join the action by “stitching” the original video and attempting to recreate it.
This is a great example of a brand collaborating with its audience and leveraging user-generated content.

@puma 🚨BAKERS, ARTISTS, & BARISTAS🚨 Can you recreate the PUMA logo like @1leogonzalez
♬ TWINS – Kaygon

2. Use the green screen effect.
TikTok has many filters and effects, but one stands out from the crowd: the green screen effect.
Like a traditional green screen, this effect lets you stay on-screen while different images appear in the background. It adds a whole new level of storytelling by incorporating visual aids.

This filter is ideal for explaining topics, providing recommendations, or whenever visuals could complement your story.
For instance, suppose you’re a fitness influencer. You could explain the proper form of an exercise by referencing photos in the background. In this case, the background visuals enhance your commentary rather than distract from it.
Example: Levi’s
Using the green screen effect, Levi’s recommends different jeans using product photos in the background. Viewers can easily follow along, and seeing pictures of the jeans may pique their interest.

@levis
part 3 anyone??
♬ Lofi Vibes – Gentle State

3. Leverage trending audio.
88% of TikTok users say sound is essential to the TikTok experience. It grabs people’s attention and adds flavor to your content. And for many users, it’s the starting point for creating a great video.

Not sure what sounds are trending right now? TikTok’s Creative Center ranks the most popular music and audio clips each day. You can even filter the results by region, which is helpful if your audience is in a different location from yours.
Example: Duolingo
Duolingo is a fan favorite on the platform, especially for its funny, trendy, and sometimes chaotic videos featuring its mascot, Duo the Owl. Duo can be seen dancing to popular songs and acting in skits that incorporate popular audio clips, like in the example below.

@duolingo embarrassing 😬
#duolingo
#comedy
#trend
#dualipa
#dulapeep
#xiaomanyc
#iwannagohome
♬ original sound – ESOSA||CONTENT CREATOR

4. Try vlog-style videos.
Vlog-style videos feel more personal and intimate — which might explain why they’re so popular on TikTok.
These videos typically include multiple clips tied together with a voiceover describing the series of events. It’s highly engaging and lets viewers feel like they’re living in your shoes.
Example: Netflix
This example shows Netflix using the vlog style to take its audience on a journey. While most of us won’t walk a red carpet in our lifetime, we can still get a peak of what the experience entails — and how our favorite actors behave off-screen. It’s also a great way to showcase “behind the scenes” content.

@netflix mini vlog of the premiere for @lilireinhart’s new movie on Netflix
#lookbothways
♬ original sound – Netflix

5. Incorporate both niche and trending hashtags.
Making a TikTok is half the battle — you also need to ensure it lands in front of your audience. Hashtags are one way to get there.
Adding hashtags in your description gives your videos a better chance of being seen, allowing you to drive discoverability, build brand awareness, and extend your reach. But how can you do it?
This may sound counterintuitive, but only targeting popular hashtags is ineffective. While they command a larger audience, they’re also highly competitive. On the other hand, niche hashtags have fewer people searching for them, but those who do are highly engaged and interested.
For example, #workout is a popular hashtag with over 95 billion views, but #coreworkout is more niche with a fraction of the audience.
A well-rounded hashtag strategy should include both niche and popular hashtags. Take a look at the example below.
Example: Dunkin’
Fall is just around the corner, and Dunkin’ is getting everyone hyped for its seasonal menu. To get the word out, the brand incorporates a variety of hashtags to reach more people.
For instance, the video below uses #fall, a trending hashtag (15+ billion views), and #pumpkinszn, a more niche hashtag with fewer views (40+ million). By including #pumpkinszn, Dunkin’ can tap into a smaller, more engaged audience.

@dunkin Let’s give them PUMPKIN to talk about🙌🎃 @Zachariah
#pumpkin
#pumpkinszn
#fall
♬ original sound – Dunkin’

6. Reply to comments with video.
On TikTok, almost every brand has the same goal: to connect with its audience. So often, that connection forms in the comment section. It’s where viewers go to ask questions and share opinions.
Before, creators were stuck replying to comments with text, but now they can reply with video. This feature allows you to dive deeper into topics, answer questions, and keep your audience coming back for more. 
Example: Glossier
When a TikTok user asked Glossier how to use one of its products, the brand didn’t miss the opportunity to reply with a video explaining all the ways to use it. In doing so, the brand adds value while highlighting the product’s versatility.

@glossier Replying to @robertpattinsonwife The limit does not exisit! How do you Futuredew?
#glossier
#futuredew
♬ original sound – Variations Everything

7. Add value with “How To” TikToks.
“How To” videos and tutorials are an easy way to provide value to TikTok viewers without sounding overly promotional. Plus, positing yourself as an expert or authority in your niche keeps your brand, products, and/or services top-of-mind for viewers.
For instance, if you’re a travel brand, you could film videos of must-see attractions, restaurant recommendations, and travel tips — like the example below.
Example: Travel + Leisure
Travel + Leisure provides all the content you need to “kick your wanderlust into high gear.” From hotel recommendations to photography tips, the brand has you covered, positioning itself as a gold mine of advice for the travel obsessed.

@travelandleisuremag Anything for the ‘gram, right? 🎥 @Wendy
#travel
#travelphotography
#photographytips
#tajmahal
#PepsiApplePieChallenge
♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

8. Leave a CTA in your description and/or comments.
Need more engagement? Sometimes, it’s as simple as asking for it.
The ultimate goal of a CTA is to persuade users to do something — follow your TikTok page, visit your website, leave a comment, and so on. So ask yourself, what do I want my viewers to do? Whatever you choose, it should help you move closer to your primary goal (i.e., drive website traffic, increase brand awareness, etc.).
Your description and comment section are prime real estate f9=or CTAs. Use this area to ask questions, encourage users to follow you, or drive traffic to your website, blog, or other social channels (ex., “More tips on my blog, link in bio!”). 
On top of that, if you’re running ads, we recommend using a marketing integration tool, such as LeadsBridge, to sync all your lead data to your CRM.
Example: Fenty Beauty
In this TikTok, Fenty Beauty shows different ways to use one of its products. Then, to encourage engagement, they add a relevant question in the description that also incorporates a brand-specific hashtag (“Which #POUTSICLE look was ya fave?”).

@fentybeauty Which
#POUTSICLE lewk was ya fave?? Let us know below, besties!👇🏼💋✨
#fentybeauty
#lipstain
#beautytutorial
#makeuphacks
♬ Instrumental R&b – Teaga

9. Add subtitles to your videos.
In 2021, TikTok became more accessible with the introduction of auto captions. Although you can manually add captions — which allows for greater flexibility to play around with text color and font — you can also use the Captions tool. With just a click, you can generate subtitles for your videos, allowing others to read or listen to your content.
Image Source
By adding subtitles, you make your videos fully accessible, which means you can reach an even wider audience. Plus, it also helps viewers who want to browse TikTok but can’t turn the sound on.
Example: Formula 1
If you’re into car racing, there’s a good chance Formula 1’s TikTok is on your radar. But have you ever noticed how often they add subtitles to their videos?
Take the example below, which uses colorful captions and emojis to add an extra layer of interest to the video. And if you mute your phone, you can still follow along without skipping a beat.

@f1 yuki really struggled with the food question 🥹
#f1
#yuki
#sports
#food
♬ Aesthetic – Tollan Kim

10. Explore top-performing videos in your niche for inspiration.
The most successful videos on TikTok are creative, out-of-the-box, and often quirky by nature. That’s a tall order — which is why every brand should explore the top-performing videos in its niche for inspiration.
Start by typing keywords relating to your brand in the search bar. Then, click the filter icon and select “Most liked.” This will populate TikTok videos that have gone viral using that specific keyword.

Once you’ve identified some top-performing videos, brainstorm ways to recreate them while adding your own spin. 
Back to You
TikTok is a quirky platform, and brands willing to get creative see the most success. If you’re new to TikTok, start with the tips in this article — and give yourself room to experiment with different videos, filters, and concepts.

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.
Networking is connecting with other business professionals, building relationships within and outside your field, and diving into your story to establish the “why” behind your work.
Effective networking highlights your expertise and that of your peers so that you can find a middle ground of opportunity, collaboration, and collective problem-solving. Because of the power of networking, professionals are often told to focus on building their networks.
That is easier said than done, though, because people from marginalized communities — specifically individuals who are Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) — have historically been underrepresented and left out of the very spaces that are necessary to be in to make those valuable connections.
In this post, we’ll discuss why networking can be a challenge for LGBTQ+ professionals, where LGBTQ+ professionals can network, and tips for successful networking.

Why is networking a challenge for LGBTQ+ professionals?
The lack of access and representation in leadership roles at organizations can make networking a uniquely arduous task for LGBTQ+ people.
A June 2020 report from McKinsey & Company found that openly LGBTQ+ women comprise only 1.6 percent of managers and an even smaller share of more senior levels within organizations. LGBTQ+ men make up 3% of senior managers/directors, 1.9% of vice presidents, and 2.9% of senior vice presidents.  The same report found that transgender people face exceptionally sharp barriers to advancement in the workplace, and their experience is distinct from that of cisgender people who also identify as lesbian, gay, bisexual, or queer.
As a result, finding people to network with that share common values and experiences can be challenging, which is why events specifically for LGBTQ+ professionals are a valuable place to develop relationships.
Where can LGBTQ+ people network?
Professional conferences and events are an excellent opportunity to shift the narrative on representation as they provide opportunities for LGBTQ+ people to network and build connections. And, a beneficial aspect of networking at conferences is that they typically have a sense of community built in via curated programming and central themes.
For LGBTQ+ people, the built-in community environment of conferences can be particularly helpful because research shows that LGBTQ+ people are more likely to feel isolated and less supported by their peers, and management, in workplaces. In addition, conferences also give attendees access to industry leaders they otherwise might not meet to share their stories, experiences, and expertise with.
 
So how can LGBTQ+ people harness the power of networking at conferences? This is an especially important question to answer in 2022 as events return in full force since being largely halted due to the COVID-19 pandemic.  
8 Networking Tips for LGBTQ+ Professionals
Returning to in-person or hybrid networking across virtual and in-person spaces can feel awkward after being out of practice for several years. Here are eight tips to get you started to maximize your opportunities as an LGBTQ+ professional.
1. Find the conference or event’s target audience.
The first step before entering any new situation is to know who your audience is, aka who will be there. Are you attending a primarily or exclusively LGBTQ+ professional conference such as Lesbians Who Tech & Allies and The Out & Equal Workplace Summit, or is it a general industry-wide conference?
When you have this information, it becomes easier to create a plan of action for establishing goals and how you’ll approach people at the event.
2. Create a 360 plan.
Once you know your audience, you can make a 360 plan, meaning what you need to do before the conference, during, and afterward. Yes, any good networking plan involves a post-conference plan, like establishing the tools you’ll use to follow up after meeting new contacts (or reconnecting with former contacts).
A great strategy is to develop a post-conference spreadsheet of the contacts you met,  organize the spreadsheet by industry or company, and include notes about your interactions, talking points or questions you have, etc.
Here are some other questions to take into consideration as you develop your 360 conference networking plan:

Who do you want to connect with? — Are there specific individuals, people from specific organizations, companies, or industries?
What do you want to know? — Are you interested in exploring current industry trends, challenges that people in similar roles to you are having, or any new projects people are working on?

3. Establish clear expectations and goals.
Part of developing your plan is establishing clear expectations and goals. Doing this helps you manage your time better and avoid the sense of overwhelm that can be common at conferences from the pressure to connect with as many people as possible.  
Be specific and clear in these goals and expectations. Most importantly, be realistic. For example,

“I want to walk away with x number of new contacts” — If you are going to use #’s as metrics, be realistic about this. Bigger/more is NOT always better.
“I want to connect with people from x organization or company.”
“I want to share my experiences doing x with x people.”

4. Set personal boundaries.
Along with setting clear goals and expectations, you should also be setting clear boundaries.  
We don’t often discuss or think about boundaries regarding networking because the old adage is “More is better.”
Still, setting boundaries can mean not accepting people misgendering you or disrespecting your identity, carefully considering offers for connection to see if they’re relevant to you, asking questions to ensure your expertise is not being taken advantage of, and honoring yourself and your needs as you meet new people.
5. Take advantage of tech tools for connecting.
An integral part of developing your networking plan should be taking advantage of tech tools for connecting.
Many conferences use apps that allow attendees to make profiles, share contact information, make virtual business cards, and more. Take advantage of these tech tools to build your profile and identify people you want to connect with beforehand.
Additionally, ensure your LinkedIn or other profiles are up to date before attending the event. LinkedIn can be a major tool to drive engagement and new connections, especially during and post-conference.
6. Connect for community, not clout (and appreciate the slow build).
Focus on making genuine connections and building community versus falling into the trap of quid pro quo networking “I can do this for you if you can do this for me.” Avoid transactional relationships, and focus on building genuine relationships.
Additionally, appreciate the slow build, especially coming out of the COVID-19 pandemic — people are getting used to reconnecting and networking. It takes more time than it used to to establish those connections, especially if you are trying to break into a new industry or field.
7. Share your unique story.
Your story is the heart of who you are and, in many cases, the “why” behind your work. Come up with 3-4 core talking points of who you are and your why that you will be able to share with folks in conversation as you meet them.
You can even take the next step by having materials ready to showcase who you are, examples of your work, and how to get in touch with you.
8. Take breaks.
Take breaks throughout the conference day. Build them into your schedule, even if they aren’t built into the event schedule itself. You do not have to attend every session, plenary, or talk to maximize your networking capabilities at conferences and events.

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Looking for free Halloween newsletter templates? Or maybe landing page templates and signup forms built with Halloween in mind? Look no further and check this post.

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