Category: Marketing Automation

When it comes to event marketing, there are many tasks that need to be completed prior to (as well as during and after) your event. This can become overwhelming, especially if you’re on a small team. 
The good news is that there are a variety of event marketing tools available to help with all aspects of your event, including event registration. In this blog post, we’ll cover seven of the best event registration tools on the market today.

For the sake of simplicity, the free event registration section includes one option that is always free for event registration. The second section includes event registration tools that are either always paid, or offer free and paid plans. 

Free Event Registration Tools
1. HubSpot Free Online Form Builder

Source
HubSpot’s Free Online Form Builder makes it easy to create, integrate, and share forms with your audience. The drag-and-drop builder makes the process of designing your registration forms simple — then, all attendee contact information obtained is automatically stored in your CRM.
Share your event registration form on an event website or web page. There are over 1,000 form fields and over 12 field types you can use to customize your event’s registration form. Then, decide if you want to trigger notifications when an attendee signs up for your event by completing and submitting your form.
Are you a WordPress user? Well HubSpot still applies to you thanks to the HubSpot WordPress Plugin. 

Source
When it comes to using HubSpot as your event registration tool (or as your CMS, CRM, Marketing Software, Sales Software, or Service Software, for that matter), you have a lot of flexibility — even if your website is built on WordPress. In fact, HubSpot’s free WordPress plugin, which is built natively in WordPress, helps capture, organize, and engage visitors with free forms (as well as live chat, contact management, email marketing, and analytics).
Select to receive notifications once an attendee completes registration, as well as automate event-related follow-up emails. Use the drag-and-drop form builder for your event registration or stick to the WordPress builders you already use (this is made possible by the many integrations HubSpot offers, like Gravity Forms). Lastly, built-in analytics and reporting dashboards allow you to keep track of your attendees and their contact data with ease.
Next, let’s look at some more event registration tools. 

Best Online Registration Tools
2. Google Forms

Source
Google has a variety of tools you may find yourself using every day (I know I do) — Google Docs, Google Sheets, and Google Slides are just a few examples. So what about a Google Event Registration Tool? Well, Google Forms offers the necessary features for just that. Similar to other Google products, Google Forms offers a plan for personal use (that’s free) and a plan for your team (that’s paid and comes with greater security and control).
With this paid Google Business plan, you can create event registration forms for attendees, students, or patients and track all sign-ups. To create your event’s registration forms, simply open a new form and begin customizing the form fields. Drag and drop these form fields so they’re positioned accordingly, and add images, videos, and custom logic as you see fit.
Then, send registration forms directly to your audience members’ email addresses and view data about submitted forms within the built-in analytics dashboard.
Price
Google Forms Workspace requires a Google Business Plan. You’ll gain access to Google’s other products in addition to Froms with a paid plan. Plans range in price from $6 per month to $18 per month. If you’re looking to use the product at the enterprise level, contact a rep for a quote.
3. Splash

Source
Splash is an event marketing program for online, in-person, and hybrid events. This tool allows you to design and customize responsive web pages and emails for your event. As for attendee sign up, choose to share registration forms and RSVPs that your audience can then send back to you with ease. Smart guest lists, targeting, and email marketing features exist to optimize and streamline event registration and promotion.
Splash also provides the necessary tools to check-in attendees, share event-related surveys, and run sweepstakes and contests. Integrate Splash with your marketing automation platform and CRM, and analyze event data via the tool’s reporting dashboard.
Integrate Splash with HubSpot to create, plan, and host on-brand events all from a single tool and leverage attendee data in HubSpot for future campaigns and events.
Price
Try Splash for free, request a demo, or speak with a sales rep to learn about the right plan for your team.
4. Eventbrite

Source
Eventbrite is an event technology platform ideal for supporting and managing any event you host. The tool’s event registration feature is so easy to use that it only requires you to work through three steps.
Start by entering your event details. This is when you’ll finalize your event’s who, what, where, when, and why.
Then, create your tickets — select whether or not your tickets will be free as well as which type of tickets you’ll offer (e.g. single vs. multi-day pass). This is also when you’ll determine whether you want to offer a discount or promo code for early-bird and group purchases.
Lastly, open registration to your audience via web page or social media. Specifially, Eventbrite makes it easy to share registration via Facebook and Instagram.
Price
Eventbrite offers both free and paid plans. The Essentials and Professional plans are free if you host a free event.  Eventbrite will only charge you when you sell a paid ticket.
If you are hosting a free event, you have access to all features offered in the Essentials plan, and you have access to all features offered in the Professional plan except for phone, chat, and email support. There’s also a third plan option, Premium, which offers the greatest amount of flexibility and customization at the highest price.
5. Whova
Source
Whova is an event management tool that comes with an online registration feature. Create tickets within minutes and customize registration in a number of ways. Offer discount pricing (for early-bird or group ticket purchases), offer different types of tickets (e.g. single vs. multi-day pass), and ask attendees questions about your event when they’re registering (e.g. what made them want to attend your event or what they’re most excited for).
You can also create a registration web page and embeddable widgets to link to your registration as well as use the real-time reporting dashboard to track sales and attendance. 
Price
Contact Whova directly for a quote via their pricing page.
6. Wild Apricot

Source
Wild Apricot is a membership and event management software with an online event registration feature. The tool makes it easy to create an online event listing that attracts your target audience as well as includes images and your online event registration form. Any event you create with Wild Apricot is added to the tool’s calendar and/or your website so your audience can learn about and sign up for the event from anywhere.
Share early-bird discounts or coupon codes, offer add-ons at checkout, and schedule automatic confirmation emails to be sent to attendees. Wild Apricot also automates your event’s promotion, accepts online payment, and manages event check-in. The tool even allows attendees to connect and network with each other via the mobile app. 
Price
Wild Apricot has eight different plans that range from free to $600 per month. Each plan offers different features and capabilities as well as a free trial so you can test out the tool before committing to it.
7. Bizzabo

Source
Bizzabo is an event management platform for all events including those that are online, in-person, and hybrid. The software offers an event registration tool that’s customizable and embeddable so attendees can register without ever leaving the event website. You can also brand your event’s registration form so its design complements the event.
Customize your event registration form’s fields to ensure you get all of the information you need from attendees — then, view these details in Bizzabo’s contact management dashboard. Bizzabo also integrates with a few social media platforms so you can promote your event and share content that your attendees post with ease.
Price
Reach out to the Bizzabo team for your free demo and a quote.
Think about the various features you need out of a registration tool for your event and get started sharing event registration with your audience members. Then, sit back and watch attendee sign-ups start flowing in. 

The world has gone increasingly digital, both by choice and by necessity. In-person events have been put on pause; therefore, digital networking tactics are the new go-to. This means that if networking events and conferences are a part of your brand and marketing strategy, it’s time to rethink your approach. Networking events have a million…
The post How to Keep Your Digital Event Engaging appeared first on Benchmarkemail.

Want to drive more traffic to your landing pages with Google Search Ads? Learn how to create Google Ads in GetResponse in 7 easy steps.

This post was originally published on Joel.is.
Sometime in late 2018, the concept of having a support network clicked for me. This was the year that I started working with Mandy, my second Executive Assistant. Caryn, who I worked with in that capacity for around a year and a half, had transitioned to lead Finance. The gap without this type of support helped me to reflect on the most ideal setup.
The journey to a support network
The first time around that I worked with an Executive Assistant, I had the thought that they could help me by taking on a lot of tasks I had been doing myself. And this is true in many ways. The second time around, I realized that the ultimate way an EA can help me to scale is to be a key partner in creating a support network around myself.
Rather than having my EA take on my tax filings, the best thing they can do is help me to find three people I can meet to decide on a great financial advisor to work with long-term. And this approach can be taken in many areas, and can be done yourself, without an EA. I now believe that the best way to reach your potential in life, is to form a support network for yourself and cultivate it over time.
In some ways, even thinking about getting this type of support feels like a privilege, and it is. At the same time, I believe thinking in this way should be something for everyone, at least in some form. We’ve all had mentors and people who have supported us in various ways, we’ve had parents or grandparents play that role. And for specific needs, we have people we can turn to: we have a dentist and a GP. We just may not have thought about this as a support network we cultivate and intentionally craft. And as a key example of one aspect of a support network, I’d argue, most of us should have a therapist.
Dedicated vs natural support
Friends and a partner are great pieces of your support network, too. But there’s a risk to over-reliance on those people to support you in tough times. It can take a toll on them, and it may line up with a tough time for them too.
In that sense, having naturally existing relationships as your only support can be risky and put you in a more vulnerable spot. Personally, I found that having a therapist I met with regularly helped me to process and work through some of my challenges and thereby have those challenges better formed and be in a more healthy place to discuss them in a different way with my partner.
This doesn’t mean to hold back from sharing challenges with a partner or friends, and often I do. In general, you communicate more regularly with your partner and friends than you meet with a therapist, so it’s likely that you’d share with them first. However, knowing that you’ll meet with your therapist in a few days helps to relieve some of the stress you feel and the urgency to find a solution. And when you do speak with your therapist, you have an opportunity to approach the challenge from a different perspective.
Relying on your co-founder for everything
I’ve found that having a co-founder also makes it easy to avoid getting more dedicated support such as a therapist or a coach. When you have a co-founder, it’s easy to rely on them for all of these support functions. This is a wonderful aspect of having a co-founder, they can be your best supporter. It’s also easy to build this reliance, because your co-founder is likely someone you speak with more than anyone else, perhaps even a spouse.
Not having a coach in the final year or two of working with my co-founder is something I consider a mistake. As we both became more burned out, and our vision for the company and natural choices of approach diverged, we couldn’t be the ones to help each other with those specific challenges. While I think the outcome to part ways was always going to be the right one, having a coach would likely have made the journey to that result smoother.
A key risk with over-reliance on natural relationships for support, is that they are not necessarily the best people to help you. They won’t be the best therapist, or the best coach, or the best financial advisor you could get. Additionally, these relationships are two-way streets. You can’t take too much otherwise it will feel one-sided and imbalanced.
Types of support to consider
Here are some of the types of support I’ve put in place for myself in the past couple of years:

Therapist
Coach
Executive Assistant
Financial Advisor / CPA
Peer founder / CEO group
Surfing and kite-surfing instructors
House cleaning

Other types of support I’m considering putting in place in coming years:

Personal trainer
Language tutor

In general, instructors and tutors fall into an overall category of being taught, which is something I’ve increasingly been leaning into. For my last few surf vacations, mainly due to Jess’ suggestion / request, I’ve had lessons almost every day. And there’s no doubt that I progressed faster than alone.
Of course, for most of us, cost is a key factor here. It is worth, however, establishing some of these relationships even if you do not set up regular sessions, even if you only have a one-off session.
As an example, I worked closely with a therapist for around two years. Since mid-2019, I’ve not met regularly with my therapist and have used some of the tools she introduced me to. However, I know that if I ever have a specific issue, or want to have regular sessions again for a few months, I can reach out to her. Having that existing relationship makes the barrier much lower for the future.
There are a couple of other benefits in getting professional support. Firstly, they will have their own network of other people who can help. For example, my financial advisor is connected to a group of people specialized in various different aspects, and was able to connect me with an attorney to help set up a trust. Secondly, if you set up regular sessions it will add a layer of accountability for yourself in that area, be it having your finances more in order or studying a language.
Start sooner than you think
If you’re an individual, it may feel like overkill to get some of this type of help in place. However, many of these elements of support are most effective as preventative measures, rather than necessary measures. It’s best to get them in place before a crisis, as the people you connect with can be ready and have relevant context, or even help you avoid the crisis in the first place.
And as a founder / CEO, I personally wish I had started to work on my personal support network much sooner. If you have a growing organization, don’t wait too long. As a founder, you generally get everything off the ground yourself and play every role. This can gear you up to have a mindset of solving everything yourself. But, if your company is starting to grow, if you’re starting to hire people, I’d recommend building your support network now. It will help you scale more smoothly, will make the journey feel calmer, and will equip you better for issues that will inevitably arise.

Did you know that 55% of marketers say blogging is their top inbound marketing priority?
Did you also know that these marketers are 13x more likely to see positive ROI than marketers who don’t invest in blogging?
Over the last decade or so, businesses have increased revenue, improved brand awareness, and boosted conversions with valuable written content published for their target audience and customers. The key here is that their blog content is valuable — it isn’t enough to simply have a blog; there has to be a purpose or reason for its existence.
So, how can you create and maintain a successful blog that provides your target audience worthwhile, high-quality content — all while building your business’s reputation as an industry thought-leader and expert?
The answer is with a blog marketing strategy.

Before we review the steps to your blog marketing strategy, let’s take a look at how to start a successful blog. We’ll also include examples of successful blog sites to illustrate some of these steps.

1. Choose your blog topic and purpose.
The first part of developing your blogging strategy is to clearly define your blog’s topic and purpose.
Your blog topic should be broad enough so you can write hundreds of articles about it but also specific enough to relate to your business niche and area(s) of expertise.
When thinking about your blog’s purpose, ask yourself, “Why does this blog exist?”
You should be able to answer that question in one, straightforward, defining statement. (Document your blog’s purpose to you can refer to it as you grow and your business evolves.)
If you need help defining your blog’s purpose, take a moment to ask yourself these questions:

What is the greater purpose your company is trying to fulfill?
What story supports this purpose?
Who shares your passion for this purpose?
Is your team aligned with the meaning of this purpose?

Example
HubSpot has four blog properties: Marketing, Sales, Service and Website. Each blog focuses on its respective industry and relates the content back to the appropriate HubSpot product.

Source
2. Register and host your blog
This step is two-fold. First, let’s talk about your blog’s URL structure.
A domain name, also known as the root domain, is the text in a URL that identifies your website — and, therefore, your business — for a web browser. For example, HubSpot’s domain name is hubspot.com.
Subdomains are part of your root domain — they appear before the domain in your URL like this: blog.hubspot.com. “Blog” is the subdomain. Subdomains are helpful for organizing a lot of content, including multiple content types. If you have a large blog operation, this structure can help you over time. However, it does pass less authority from your root domain in the short-term.
Subdirectories are divisions of your domain that live on your website, but represent specific pages on your website. For example, a subdirectory that’d take visitors to a specific blog post on a website would look something like this: hubspot.com/blog/article-name. Subdirectories often pass more authority from your root domain and subdomain. However, they can make it hard to scale your content strategy over time since you need more subdirectories to organize your content properly and protect your user experience (UX).
Subdirectories can also represent certain types of content within a subdomain. For example, blog.hubspot.com/marketing/article-name takes visitors to a marketing article on blog.hubspot.com.
The option you choose for your blog has the potential to impact your organic ranking, which is why it’s important to choose wisely.
Next, you’ll need to pick a host for your business’s blog. The simplest way to host your blog is through the same software on which your website is run.
For example, HubSpot users can employ HubSpot CMS and access their website creation and management tools alongside their blogging tools — all from a central location.
Another common way to host your business’s blog is through WordPress — compare HubSpot vs. WordPress here. Other popular options include Wix, Bluehost, and Squarespace.
3. Design your blog.
Design your blog in a way that entices your readers to regularly read (and hopefully, share) your content.
Your blog should be inviting and on-brand. It should be well-organized, clean, and easy to navigate. Within seconds of visiting your blog, readers should know it’s published by your company.
To do this, choose a theme that’s consistent across your blog properties and articles. Depending on the host you choose for your blog, you’ll likely have several theme options that are both free and paid.
For example, HubSpot offers a marketplace of free and paid blog template options. Templates help you easily customize and edit your blog template to tailor it to your business.
The Help Scout blog is a wonderful example of beautiful blog design. Its minimalist design limits the use of copy and embraces negative space by promoting the latest posts with gorgeous feature images. The blog is aligned with the Help Scout brand and promotes readability and easy navigation.

Source
4. Decide who will write and manage your blog.
Now it’s time to think about who’s writing, running, and managing your blog. Ask yourself (or your team): Who’s accountable for each role within your blog strategy?There are lots of moving parts when it comes to your blog — if you don’t create ownership around each component, it’ll be difficult to reap the benefits of a successful blog operation.
We’ve put together a list of some examples of the roles you need to fill to effectively implement a blogging strategy.

Blog article topic ideation

Search engine optimization (SEO) and keyword research

Statistics, examples, personal stories, and thought leadership

Editing
Strategy and editorial calendar governance
Promotion
Repurposing, updating, and historical optimization

Depending on your resources and the size of your marketing team, you may find one person holds responsibility for multiple roles.
5. Determine how frequently you’ll share blog posts.
How many blog posts can you commit to writing and publishing? How often are you planning on producing blog content for your audience? Consistency is the key to keeping your audience engaged and interested. This will also allow you to maintain your status as an active thought-leader and expert in your industry. Use a content calendar to consistently manage and schedule your blog posts.
Plan and optimize your marketing content with these free calendar templates.The beauty of creating this type of blogging rhythm and sharing that information via an editorial calendar is that it creates a sense of accountability among your team of bloggers. It ensures all writers and contributors have optimized for keywords, added CTAs, and edited their pieces by a certain time and date. This way, you’ll have a consistent stream of content your readers can get in sync with.
If you’re a HubSpot CRM user, you already benefit from an editorial calendar built right into the COS.
6. Write compelling and valuable content.
It’s important to reiterate just how critical it is for your blog content to be both compelling and valuable to your readers. This plays a large part in how you’re viewed by your target audience, customers, competitors, and other industry leaders. It’s also how you’re going to keep readers engaged and loyal to your blog — and hopefully converting to customers, too.
Remember, it takes more time and energy to obtain new subscribers than to maintain current readers. Plus, your current readers have the potential of becoming your brand advocates faster than new subscribers do. So, focus on consistently producing content that captivates your audience all while providing them with useful and worthwhile information so they stick around for the long run.
Patagonia’s blog, The Cleanest Line, is a fascinating publication. It’s not a generic brand blog that discusses Patagonia products or customers; it tells compelling stories written by some of the best writers on the web — yet it still resonates with Patagonia’s target audience and those who share its core values. I’ve personally spent hours reading the articles on The Cleanest Line, and it’s endeared me to Patagonia in the process.

Source
7. Include CTAs.
Are any of the reasons you’re developing your business’s blog to drive organic traffic to your website, improve conversions, and boost sales?
That’s great news — but to accomplish these goals, you’ll need to include relevant calls-to-action (CTAs) throughout your blog posts.
CTAs can be paid or free for your audience members. Either way, effective CTAs provide readers with a level of value that they simply cannot pass up.
A CTA might share in-depth content and information with your audience on a specific topic. Or maybe it includes a discount code or special deal on your product or service. A CTA could also provide further training related to the subject of your blog article.
Check out this blog post if you’re looking for some examples of clickable CTAs to insert in your content.
If you’re a HubSpot user, the CRM offers a CTA creation tool to help you develop relevant — and even personalized — offers to drive traffic to your landing pages and convert more leads.
For example, the Omniscient Digital blog naturally weaves CTAs into its posts, making the linked items part of the broader story or takeaway. The goal of CTAs should be to encourage readers to take action without deviating too far from the purpose of the post.
Source
8. Launch your blog.
Now it’s time to launch your blog!
This is the exciting part — you finally get to share the content you’ve been working so hard to develop. Put your blog content on it’s corresponding landing page on your website and send your email list of recipients their blog article(s). Share it via social media and send it to members of your network as you see fit. 
9. Track and analyze your blog’s success.
Remember to track and analyze the success of your blog over time. To do this, decide which metrics matter most to you and your business. Once you understand how a specific metric contributes to a positive outcome, then you’ll be able to make your blogging strategy more targeted. Examples of blogging metrics you might track include:

Number of readers and subscribers
Number of page views per post
Number of conversions
Number of backlinks
Number of referrals
Overall traffic

When applying these metrics to the goals you’re looking to set, consider the following questions to provide concrete targets that make sense for your business.

Does this goal help you achieve your purpose, or is there something more relevant we can aspire to?
Is this goal aligned with the initiatives of other parts of our business?
Which metrics track the progress towards this goal? Are these metrics complementary or counterintuitive?

Once you determine which metrics you’re going to use, start by setting goals for a 60-day period. This gives you enough time to see whether your strategy is working and then you can adapt your goals based on the results you see.
Next, let’s dive into your blog strategy.

Blog Marketing Strategy
Your blog is an important component of your business marketing strategy and will hopefully market your products and services, but in order for it do this, you must market the blog itself.
A blog marketing strategy is how you share and promote the content on your blog. Unfortunately, “build it and they will come” doesn’t apply to blogging as well as it does in Field of Dreams.
For your blog to do its intended job — drive traffic, convert visitors, increase revenue, and/or promote your brand as a thought-leader or expert — it must have a marketing strategy in itself. How will people locate your blog? What type of content will keep them reading? How can you use your other promotional channels to elevate your blog content?
Follow these blogging best practices to promote and market your blog content to your target audience.
Always keep your buyer personas top of mind.
When writing, managing, and scheduling your blog — or working on anything related to your blog, really — keep your buyer personas in mind. 
Ask yourself, “Who are our ideal customers?” and “Why do they need our product or service?” Once you can answer these questions in detail, you’ll be nail down your buyer persona(s).
Use this free template to create your business’s buyer personas.
Once you create your buyer personas, document a detailed description of who this person is so you can reference it has your business and blog grow. You should be able to refer to this description every time you write a new blog post.
This way, you’ll be able to create content specifically suited to your target customers’ wants, needs, challenges, and/ or pain points. This will also help you turn your blog into a powerful lead conversion tool for your business (i.e. your blog will show your readers and target audience why they need your product or service).
To get a deeper understanding of the actions your buyer personas are likely going to take, research the behaviors of your target audience so you can adapt and tailor your blog content to meet their needs in a way that pushes them to convert in some way. To conduct this type of customer research, you can use:

Q&A forums (Quora, Yahoo! Answers, or Fluther)

Social media (LinkedIn Groups, Twitter Advanced Search, and Google+ Communities)

Content creation tools within your industry or niche (BuzzSumo or Topsy)

Other blogs (comments and interactions on blogs similar to yours; your competitors’ blogs)

Keep an eye on your competition.
Speaking of your competitor’s blogs, it’s important to keep an eye on these other thought-leaders in your industry. Your competitors provide insight into what’s working (or not working) in terms of blog content among your target audience.
It also tells you a little bit about what they’re experimenting with and what you’ll need to accomplish to stand out and provide your readers with valuable content they can’t get anywhere else — something unique to your business and your business only.
Create a list of 5-10 of your closest competitors with blogs you could conduct a content audit on. Make conclusions about the type of content they share, unique techniques they’ve implemented in their blog, and how they’re doing in terms of ranking for the keywords you hope to rank for.
Then, look for gaps in their content so you can capitalize on them. To help you do this, use tools like QuickSprout, Open Site Explorer by Moz, and SEMRush Competitor Research.
Perform SEO and keyword research.
When one of your customers searches a phrase on Google (or any search engine), you want them to find your blog (or web page), not a competitor’s. To make this happen, dedicate some time to researching which keywords and phrases your target audience is typing into search engines so you can include them in your blog posts where they naturally fit.
In other words, you’ll significantly improve your chances of ranking on the search engine results page (SERP) by performing appropriate search engine optimization (SEO) and keyword research prior to writing your blog post, and then incorporating those findings in your content.
Start by creating a list of 5-10 keyword groups you want to rank for, along with their associated long-tail keywords, in the SERP.
Remember, Google’s algorithms are constantly changing to become more intuitive — meaning, old tactics like keyword stuffing will hurt your ranking in the SERP. Instead, you’re better off writing copy that engages audience members first and search engines second.
Note: HubSpot customers have access to a built-in keyword and SEO tool to help with this.
Focus on your blog’s SEO and keyword research with HubSpot CRM’s Content Strategy tool.

Decide where you’ll distribute your blog content.
Strategically determine where you’ll distribute your blog content. You chose a host for your blog already, meaning your content is likely already easily shareable on your website.
For example, if you use the HubSpot CRM and blogging software to host and manage your website and blog, it’s simple to add your articles to their corresponding landing page on your site.
Other ways and platforms through which you might distribute your content include social media, such as Facebook or LinkedIn, and online publishing platforms, such as Medium. You might also work with industry leaders, experts, and influencers to share your content on their websites and social profiles.
Promote your blog content.
It’s probably safe to assume you want your blog content to be as discoverable as possible. In terms of your blogging strategy, this refers to your ability to get your content out there so members of your target audience find, read, and (hopefully) share it.
There are many inbound tactics you can use to promote your blog. We touched on a few options above, but another common form of effective blog promotion involves an influencer marketing strategy.
Get started promoting your content with the help of a free influencer marketing guide.
To begin, identify the key influencers in your niche or industry you want to contact and work with. These should be people your current customers and target audience perceive as credible, trustworthy… and, yes, influential.
As you begin making and managing your influencer connections, remain in regular contact with the ones who are promoting your blog content. Be sure you know what they’re doing to support, share, and promote your blog content and that their tactics meet your business’s standards — you want to ensure they’re representing your brand accurately. After all, you’re likely paying them to promote your content among their audience members.
You can make your relationship with your influencers even stronger by interacting with their content regularly to show your support. For example, if you’re working with an influencer who also has a blog, then go to their blog and read, comment on, and share it (even when the content they’re publishing isn’t necessarily related to your business). 

How to Maintain a Blog
Creating and marketing your blog is merely half the battle. As we mentioned above, consistency is key to a successful blog — which means maintenance is most of the hard work.
Creating blog content can be time-consuming, especially when you aim to command authority in your niche with researched, thoughtful, and planned posts.
This is why updating, repurposing, and republishing your existing blog content is so valuable — it saves you time and energy but it also allows you to efficiently achieve the results you’re looking for.
What do I mean by this? Well, ranking in the SERP with a net new post takes significantly more time (I’m talking months) than an updated post. Meaning, you’ll see a positive impact sooner if you start repurposing existing posts rather than solely creating new content.
Audit your existing blog posts to determine what you can repurpose and update. Outdated content to remove and/ or replace might include statistics, examples, infographics, quotes, product or service details, research, and irrelevant ideas. You can also add keywords you’ve determined are missing through your research.
(Check out this post if you’re looking for more ideas on how you can effectively repurpose your blog content.)
The process of updating content also allows you to reinvigorate the brand new content you’ve worked so hard on. Updating allows you to maintain the quality and relevance of your blog without having to recreate blog posts from scratch.
Grow Better With An Effective Blogging Strategy
Growing an influential blog in your niche is a surefire way to nurture your potential customers. By creating regular content that solves the challenges of your readers and fulfills their biggest curiosities, you’ll start to build a vault of trust and advocacy. This will inevitably contribute to the overall success of your business. Start with your purpose — the big why — and slowly unpack the individual levers that will contribute to your blog marketing performance through the steps and strategy we’ve reviewed above.
Editor’s note: This post was originally published in December 2014 and has been updated for comprehensiveness.

Deciding between GetResponse and Sendinblue? Here’s a complete rundown of each platform’s features and pricing to help you decide.

Big Idea or Enduring Question: How do you add a Flow to the Lightning Record Page? Flow can be run through custom action, Custom button, the flow URL, a Lightning page, a Visualforce page, etc. In this article Add Record … Continue reading →

Advertising can help create a direct connection between consumers and your brand, and is a critical component of marketing.
And inclusive advertising can yield dramatic results and increase brand trust, loyalty, and better overall brand perception. In fact, 64% of people said they are more trusting of brands that represent diversity in ads, and 85% of consumers said they will only consider a brand they trust.
Advertising that works hard for your company has never been more important as we come off the heels of a challenging year affecting all businesses. However, there is one concept that rang true for us all that can inform our approach in advertising for 2021 and beyond – that is, we are all interconnected and interdependent, both as consumers and as advertisers.  
In this post, we’ll provide eight tips curated from Microsoft’s Marketing with Purpose Playbook to help you create more inclusive advertising, reach more customers, and grow your business.

1. Showcase human diversity in your campaigns.
Inclusive advertising means having diversity authentically represented in your ads and promotions, while aligning it to your local market’s composition of diversity. It also means considering the many dimensions of human diversity, including (but not limited to) age, gender, ethnicity, sexual orientation, location, language preference and gender expression.
Additionally, you’ll be able to expand your ability to connect and tailor ad creative and promotions with your audience when you consider experiential diversity like ability, parental status, marital status, military status, affinities, and job function.
Ultimately, inclusive advertising is understanding with empathy who your customers are, representing them accurately, and more importantly, recognizing who you’re excluding in your marketing materials.
2. Perform a landing page and website audit for audience diversity.
Inclusive advertising doesn’t end with the ad. In fact, half of the customer experience with your advertising resides where you send them after they click — which means it’s critical you demonstrate diversity in your landing pages or website, as well.
Considering 64% people are more likely to consider or purchase a product after seeing diversity or inclusion in advertising, it’s critical you ensure your landing pages and website represent true diversity.
Does your website’s collection of photos and images match the audience representation you created across your entire ad campaign? Does each inclusive advertisement point the customer after the click to the landing page that matches the inclusive spirit of the image creative? If not, it should.
However, while it’s relatively easy to spot-check a landing page with the corresponding ad creative, how can you collectively evaluate your entire website for the right amount and variety of diversity?
For an easy way to review what images are across your site’s web pages, simply use Bing.com and type in the search bar the command, “site:” and then add your website’s URL after the colon.
For example, let’s search Bing for the clothing brand Tommy Hilfiger, which looks like this in the search bar: “Site:https://usa.tommyhilfiger.com”. Then, hit “Enter”. Bing will produce a search engine results page indexing all your web pages:

Then click on the “images” in the search engine results page for your “site:” search in the navigation bar:
This will produce all the images found on the website. You can quickly scroll through to get a sense of the diversity — or lack of diversity — in the collection of images on your website.
Your audit can be used as a general website check, or a search for specific dimensions of diversity that you feel are underrepresented in your upcoming advertising campaign.
3. Align your advertising messaging to the nine feelings of inclusion.
Emotions are becoming increasingly linked with brand outcomes. As Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Feeling included so that a person feels that this brand is for me is at the heart of
brand trust, love, and loyalty.

There are actual identified feelings of inclusion in advertising, which can create connection and drive trust. Inclusive advertising can conjure two major feelings: joy, and trust. As a marketer, it’s critical you look for brand connection points in product or features that can create these two main feelings.
However, there is more to it than that – there are actually nine feelings that make up joy and trust, which is great news for advertising. If you can find a genuine and authentic way that your product creates any one of these feelings, this can convey inclusion, which – you guessed it, builds trust, brand love, and loyalty.
This product marketing approach facilitates connections with people, making them feel like part of a community. Here are some marketing ideas to evoke feelings of joy and trust:

Celebration: Of people, their successes, honoring of holidays, etc. How does your product celebrate them?

Zest: For life (for ours, theirs, and that of the planet). Convey enthusiasm and energy. How does your product create a zest for life?

Hope: Bringing hope to conquer challenges and/or societal issues. How does your product give your consumers’ hope?

Relaxation:Instead of portraying the need to be on guard, remove tension or anxiety for your customers. How does your product produce relaxation?

Relief: From concern or worry, removing something distressing or oppressive. How does your product bring relief?

Safety: Create experiences or highlight how your brand extends safety to all people. How does your brand experience make someone feel safe?

Confidence: Instill a sense of confidence—the belief that we strive to act in the right way. How does your product give your consumers’ confidence?

Acceptance: Of others’ differences, typically to be included as part of the group. How does your product make someone feel accepted or demonstrate you are accepting of others?

Clarity: Bring a sense of certainty, clarity, and transparency in ambiguity. How does your product bring clarity to a confusing situation?

4. Incorporate three metaphors of inclusion.
Another customer touchpoint that can help your brand emotionally connect with people in your advertising is language cues and context, which evoke positive feelings.
Discovered in our research, The Psychology of Inclusion and the Effects in Advertising at Microsoft Advertising, we uncovered the following fifty language-based cues that signal inclusion, as well as three metaphors of inclusion which are inextricably tied to emotions.
If used in context and in a genuine and authentic way in your ad copy, website, or digital content marketing, these metaphors can help convey inclusion and drive brand performance.

5. Practice inclusive and authentic image selection.
Authentic representation in advertising is important. It drives trust and brand support — so the images you choose matter. It is worth noting that from the Microsoft Advertising research around trust, we found that there is a strong tie between trust, love, and loyalty.

Once trust is established as the baseline, a brand can begin to build love and loyalty. To do this, brands must go the extra mile to make someone feel understood through inclusion, and that means authentic imagery, too. Inclusion was found to be a key brand attribute that creates loyalty.

The same story threads are woven through our inclusive advertising research. Our research uncovered that authentic representation in advertising builds trust and brand support, with 72% of people saying they’re more likely to support brands with authentic advertising.

Choosing imagery is an important part of the process in constructing a meaningful and inclusive customer experience. Inclusive advertising isn’t just about representing everyone — it’s also about making everyone feel your products or services are for them.
Here are some tips to help identify and select inclusive imagery:
Tips to illustrate “Connection”:

Have more than one person in an image
Include realistic diversity: use authentic and genuine imagery, which is best conveyed using real people being themselves, that reflect everyday life, not actors hired to play a part
Create a visible relationship between people that is positive
Include people in photos rather than featuring the product only

Tips to illustrate “Openness”:

Include people with disabilities
Feature non-traditional dimensions of diversity like people with larger bodies
Include unique subsets of diverse populations
Include multiple people of color
Have people with intersectionality in diversity

Tips to illustrate “Balance”:

Everyone is featured with the same prominence
Equity is conveyed
Ensure multiple dimensions of diversity are represented in an image
Within your campaign, have the creative represent the spectrum of people that your potential customer base could be

Lastly, it’s good practice to include a diverse representation of people in the review of your creative to uncover blind spots, such as non-obvious negative connotations, stereotypes, cultural inaccuracies, or negative associations.
6. Perform an accessibility audit on your ads, content, and landing pages.
Would you want to turn away one in four people from buying your product simply because your ad or website was not in the right format for them?
Conversely, wouldn’t you want to increase your reach by 25%? I hear you saying, “Yes, of course!”
Without accessible advertising, no matter how perfect your product or offer is for someone, one in four people in Europe or the United States might not get your message. This is the ratio of people with disabilities to the general population. According to the United Nations, more than one billion people globally live with disabilities.
Digital inclusion is important because it provides access to services, products, data, information, and education for everyone. We, as advertisers, can recognize these exclusions, solve for them, and make a difference for the one in four people — and also in our business performance.

Download the plug-in for your browser https://accessibilityinsights.io/ and begin to learn how to make your landing pages for your campaigns accessible. This free open-source tool by Microsoft will highlight what accessibility issues are present and how to fix them. It could not be more turn-key, it’s free.
Use the Accessibility Checker in Microsoft 365 to make any media or content more accessible.

Learn the ten accessibility principles to building accessibility into your advertising from the start.

7. Develop an inclusive keyword library.
Nothing replaces the value of first-hand customer experience as you develop an inclusive keyword library for your brand. Begin with customer focus groups with the audience you are trying to reach, and you’ll be surprised what you uncover. You can even start by sourcing this information from your internal Employee Resource Groups.
To develop an inclusive keyword library, you’ll want to consider the consumer decision journey for the product or service you offer. Next, layer on the journey for the consumer with a physical disability, cognitive difference, military status, age consideration, gender expression, or other dimensions of diversity.
Include their lived experience and map the unique keywords that they might use to seek out your product. By understanding the consumer decision journey from their perspective, you will develop your own inclusive keyword strategy for your business.
One simple example is understanding gender differences. In Microsoft Advertising’s Inclusive Automotive Marketing webcast, we shared the difference between men and women in the consumer decision journey when shopping for a car. An inclusive keyword strategy can inform not only your search engine marketing (SEM) but could shape you content marketing, as well.
As suggested earlier, don’t stop at the usual dimensions of diversity — go further and see what you can uncover to help you connect and give people the feeling that you’re “a brand for someone like me.”
8. Root out bias in your ads and your data.
Contending with and working towards eliminating bias applies to all of us. As marketers, our job is to understand and identify potential bias that can live within our datasets and our marketing models. Bias in data produces biased models, which can be discriminatory and harmful. Bias can lead to missed opportunities in marketing, or even damage your brand’s reputation.
There is a long list of bias types, and it’s good to become familiar with many of these. A great resource is the Harvard Implicit Bias Tests, which you can use to explore and learn about the variety of biases.
For instance, a marketer might conclude that a luxury accessories brand should target women, because gender appears to correlate with a higher purchase probability. You might assume that only women buy luxury handbags. However, gender may just be a red herring. Income could correlate to a much higher degree with conversion.
The resulting bias of only targeting women, then, would limit your opportunity. I invite you to have deliberate curiosity about long-held beliefs, because you might be accidentally leaving out other buyer personas.
Additionally, it’s critical you’re cognizant of gender-neutral pronouns in your marketing materials. Refer to “they” or “them” when writing about people (rather than “he” or “she”), and ensure you offer at least a third option when asking for gender in customer profile forms.
As we start 2021 and work to find new ways to drive business impact while making a positive impact in the world, we hope these eight tips for inclusive advertising help get you there. Let’s work together to build a more inclusive world today.

It’s hard to believe that if the HubSpot Blog were a person, it would currently be in high school.
That’s right – for well over a decade, content has been published on the HubSpot Blog to help hundreds of millions of readers discover best practices in the areas of marketing, sales, customer service, website development, agency work, and general business best practices.
Behind the scenes, our team also thinks about how we can convince as many readers as possible to become leads and access more information, tools, and resources from HubSpot – and anyone who has worked on lead generation knows that accomplishing this task is much easier said than done.
Effective blog lead generation requires both creative and analytical skills. It’s about knowing what numbers to crunch, how to analyze your existing data, and how to make projections based off of traffic, monthly search volume, and conversion potential.
Additionally, any good marketer needs to understand the human aspect behind this process and not lose sight of the people reading your blog and the problems your business can help them solve.
Over the years, the team at HubSpot has landed on a process that continuously generates leads day-after-day, with a reliable blog view-to-lead conversion rate and a steady flow of traffic.
Here are the steps my team at HubSpot takes to generate leads from our blog.

1. Audit existing blog metrics.
To develop a process for growing our blog lead number, we first needed an understanding of how well we were performing.
To capture the current state of blog lead generation, we looked for the overall traffic number and number of leads generated from the blog. These two numbers gave us a baseline conversion rate (in this case, number of leads generated, divided by the total views to the HubSpot Blog in a given time period) from which we knew the team could only go up.
While the number of leads was the ultimate goal for our team, we wanted to take a deeper look at the overall conversion rate and how it changed month-over-month – this number would let us know for sure if we were growing traffic to posts and topics that were most likely to convert their intended audiences.
The big-picture conversion rate gave us an important directional view, but if we ever saw a major shift in that conversion rate, we needed to know where that shift was happening. For example, if we saw a surge in traffic to a low-converting post, that would hinder the overall conversion rate for the blog.
To drill down further, we also looked at all of our post-level data – that is, each post’s traffic number, number of leads generated, and CVR. By exporting and tracking this data monthly, we were able to see which posts were dragging down our CVR, which posts were keeping it strong, and which posts were prime candidates for a better CVR.
How to complete this step:

Choose a time period (last quarter, last month, etc.) for which you want to know your conversion metrics.
Determine your overall data for traffic and leads generated in this time and calculate overall blog CVR.
Export your traffic and lead numbers for individual blog posts for this time period. Depending on your analytics tool, this may require you to export data from two different sources and combine metrics using a VLOOKUP on Excel or Google Sheets.
For each post, divide the number of leads it generated by its traffic number to get post-level conversion metrics.

2. Group common posts together.
Over the years, HubSpot has published thousands of blog posts – and while this was immensely helpful for growing HubSpot’s email subscription base and ranking for countless keywords, it made the process of organizing and analyzing conversion metrics extremely difficult.
Luckily, the blog and SEO teams developed a model to group posts with similar search intent with the pillar-cluster model. In a nutshell, this model was the result of a massive audit to better organize our blog, reduce redundancy on the blog, and help search engines understand which pieces of content we wanted to be considered the most authoritative on a given subject.
As a result of this project, all of our blog posts were given a relevant “topic tag” – or the cluster for which each post belonged. For instance, any Instagram post is assigned an “Instagram Marketing” tag, and links back to our Instagram Marketing pillar page.
This process ensures effectiveness when analyzing metrics. For instance, when exporting blog metrics, we can analyze blog posts by tag (i.e. all “Instagram Marketing” posts), of which we have a few hundred — rather than analyzing each individual URL, of which we have over 10,000.
How to complete this step:

Export all of your blog posts from your CMS or website analytics tool onto a spreadsheet.
Categorize each of your keywords into a topic cluster. These topic clusters should be high in search volume, anchored by a long and high-trafficked post, and related to each other when it comes to search intent. For example, rather than put all of our posts on social media in one giant “Social Media” cluster, we created more niche clusters for Facebook, Twitter, LinkedIn, and Instagram to help us categorize with more specificity.
With each post properly categorized, organize your data with a pivot table to look at the numbers generated by each cluster rather than each URL. Your pivot table should include the number of posts in each cluster, the views generated, and the leads generated. From there, you can calculate the cluster’s CVR by dividing total leads by total views.

3. Determine the best content offer opportunities.
One of the major benefits of grouping your posts together is identifying a content offer opportunity that can be effectively promoted on multiple blog posts, as opposed to an individual post.

As acquisition marketers, it’s tempting for us to attempt optimizing the conversion paths for high-traffic posts. However, these high-traffic posts are oftentimes too general and unrelated to what it is we’re trying to market.

This mismatch results in misplaced efforts and unmet lead goals, as we’re quick to ignore blog posts which – on their own – may have lower traffic numbers, but together have a substantial traffic number.
Ask yourself – which of these two options is a better pursuit for lead generation?

A blog post that has little or nothing to do with your products or services, but is viewed 100,000 times a year.
10 individual blog posts that have a clear connection to your company’s core competencies, but on average generate only 10,000 views each per year.

In either scenario, you’d be optimizing the conversion path for 100,000 readers – it’s only by grouping these posts together that you’d realize option #2 is a much better option for lead generation.
To address this issue, we organized all of our blog topics by the potential number of leads they could generate, but readily discounted any topic cluster of which we doubted the conversion potential. This crucial step ensured we only considered ideas that we believed would be worth our time and resources to create.
Along with dedicated CTAs for each blog post we create, we also create featured resources for certain topics we believe have high conversion potential. For instance, in this Ebook Format blog post, we created a special featured resource, 18 Free Ebook Formatting & Creation Templates:

How to complete this step:

Calculate how many leads each topic cluster could be generating. At HubSpot, we do this by subtracting each cluster’s actual CVR from its target CVR, and multiplying that difference by the traffic number for the desired time period.
Organize data by each cluster’s lead generation opportunity – looking first at the highest opportunity and at the lowest opportunity last.
Work through your list of high-opportunity clusters and remove any low-intent clusters from your consideration, ensuring you’re only left with topic clusters that have a direct connection to your products/services.
Select one (or many) topic clusters which you want to support with a lead-generating content offer.

4. Create lead-generating content.
By this point, you’ve identified topic clusters which you feel would benefit from a new, dedicated piece of lead generating content. Now, it’s time to create that piece of content.
Understanding what kind of content to create comes from knowledge of your industry, your market, and your buyer personas. In our experience, we discovered HubSpot’s Blog audience responds to actionable, personalized, and customizable content in the form of templates, tools, and kits.
However, this is not the case for all organizations – so figure out which content format works best for your audience by auditing the performance of your current library or testing out different formats to see what resonates with your blog readers.
With the knowledge of what formats work best for our readership, we got to work on creating templates for our most-read but lowest-converting clusters, so that readers would see our content as an actionable next step for them to apply the knowledge they gained in the blog post. Below are a few examples of how we mapped an offer to a topic cluster.

Blog Topic Cluster
Content Offer

Customer Experience
Customer Journey Map Templates

Sales Training
New Hire Sales Onboarding Template

Product Marketing
Product Go-to-Market Kit

Pricing Strategy
Sales Pricing Strategy Calculator

Facebook Advertising
Facebook Advertising Checklist

The most important thing to remember during this step is to not overcomplicate your content. Remember, to secure a conversion, you need to convince a reader of your content’s quality and relevance. If you’re struggling to make the connection between your blog content and your offer’s content yourself, how well do you think a reader skimming your blog posts will make that connection?
How to complete this step:

Look through the posts in the topic cluster you want to optimize with new content and think about what a natural next step would be for the reader.
Cement an idea for a piece of content you can create that aids your readers in that next step.
Create the content in your desired format (PDF for ebooks, Google Sheets or Microsoft Word for templates, etc.) and launch it behind a lead-generating form on your website.

5. Promote content with CTAs.
To facilitate a blog conversion, you’ll need to let blog readers know about the new lead-generating piece of content on the same page as your blog content.
Blog CTAs can take a variety of formats. Two of the most popular are:

Anchor Text CTAs – Hyperlinked text to the landing page of the offer you’re promoting. Remember to keep anchor text direct and clear so readers know what they’re clicking – action words like “download” and “access” are useful here.

Image CTAs – Hyperlinked images to your offer’s landing page. These CTAs might look like a banner ad and contain an image of the offer alongside copy explaining the value of it. These image CTAs could also be an image of the offer itself, which makes sense if promoting a template or a tool.

At HubSpot, the majority of our posts contain at least three CTAs – one anchor text, and two image. Depending on the intent we expect readers have on a specific post, we may include several more. However, all of these decisions are based on years of data collection and A/B testing – which we encourage you to rely on as well to ensure a non-intrusive CTA experience on your blog posts.
How to complete this step:

Determine the CTA types you want to include for the blog posts you’re optimizing.
If necessary, create CTA imagery with a design tool like Adobe or Canva.
Add CTAs to each post, either by utilizing a CTA tool or hyperlinking each image or line of text you add into your blog posts. We recommend the former.

6. Analyze your results.
We gained confidence that this approach worked best for us when the results confirmed so.
After 30 days of launching a new content offer on a series of blog posts, we always answer two questions:

How many leads did each blog generate before we optimized it with the new content offer?
How many leads did each blog generate after we optimized it with the new content offer?

Far more often than not, these clusters see a notable increase in CVR, with some increasing by more than 1,000%.
However, there have been times where we missed the mark and the offer did not perform as expected. When that was the case, we reverted the changes and went back to the drawing board – equipped with the knowledge of what didn’t work, which helped us determine what would help us generate more leads in the future.
How to complete this step:

Calculate the traffic, lead, and CVR numbers for each blog post optimized with the new offer before swapping out the CTA.
Calculate the same for a set time period after the CTAs were swapped.
Calculate the difference in leads and in CVR for each post.
If the post did not increase in CVR as expected, consider reverting your changes and creating a new content offer.

7. Align with SEO.
When we discovered that this process was helping us hit our goals, our immediate thought was protection. HubSpot writers and SEOs work hard to ensure our blog posts continuously rank on the first page for the search results of their intended keywords — and we don’t want to lose that hard-fought real estate.
However, like all teams, SEO needs to prioritize which blog posts are most in need of protection from losing their SERP rankings and traffic – so it became our job to ensure HubSpot’s SEO team knew which posts were most important when it came to generating leads.
We’re fortunate here at HubSpot to work with expert SEOs who are able to quickly and effectively prioritize the right content.

As my colleague Braden Becker – HubSpot Senior SEO Strategist – said when we spoke about this topic at INBOUND 2020, “Traffic doesn’t pay the bills.”

Once we were all on-board regarding prioritization, our teams came to an agreement on how to best manage an SEO strategy for high lead-drivers while respecting the importance of maintaining high traffic numbers for posts across the HubSpot Blog.
The team takes the following steps to ensure lead generation goals are met:

Protect the traffic to high-traffic, high-converting blog posts by regularly checking performance and making as-needed updates to the content of these posts. By frequently optimizing these posts, we let search engines know we’re quick to add the most relevant information onto these pages.

Grow the traffic to low-traffic, high-converting blog posts – or ensure that these posts have maxed out their organic traffic potential.

Create posts for keywords that we have not written articles for – but align with related content offers or clusters – as these posts could generate substantial lead numbers for us. This step requires keyword research to ensure these new posts generate traffic.

Stop protecting traffic to high-traffic, low-converting posts. While strong traffic numbers are great, we came to the conclusion that a lower traffic number is acceptable if it means redirecting our historical optimization efforts away from posts that might not generate as much traffic, but will generate significantly more leads than other posts.

How to complete this step:

Come up with a list of blog content that you’d like to see an increase or decrease of traffic to for lead-generation purposes.
Present this list to your colleague(s) in SEO to determine what work can be done to redirect traffic growth efforts to the right posts. Note: it’s important to set expectations here, as an SEO cannot wave a magic wand and increase demand for a low-ranking keyword. Sometimes, a post is ranking as well as it can be – but that doesn’t mean you shouldn’t double check to see if there’s opportunity to grow traffic where possible.

Present a list of high-traffic, high-converting blog content to see if there are similar keywords which could be written about in a new (or updated) blog post, in addition to potential keywords that could be the basis for net new posts.
Come with data. SEOs aren’t in the business of risk-taking, so explain how a sacrifice of traffic in some areas could result in a stronger CVR and higher lead number from your company’s blog.

8. Repeat the cycle!
HubSpot’s bloggers are always creating new blog posts and historically optimizing existing ones. In other words, my team is always presented with opportunities to create new lead-generating content and ensure the content we’ve already made still holds up and is of value to our leads.
Whenever we create a piece of gated content, we always follow the seven steps above, and we’re consistently rewarded with an increase in leads from our blog.

In this article, you will learn everything about data driven marketing from definitions and examples to best practices and how it influences marketing automation and personalization.