I think that we’ve all faced the music: AI is (whether we want it to or not) changing the way that we do business. And, in my humble opinion, I’m not mad at it. Its offerings have been pretty beneficial thus far. But even if you’ve accepted this fate (or maybe you’re cautiously on the…
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Content marketing vs inbound marketing (& why they both still matter)
If there’s one thing I’ve learned in years as a marketer, it’s that understanding the key distinctions of content marketing versus inbound marketing can transform how you attract and convert customers. The two strategies are like the Baldwin brothers — closely related but dramatically different, so employing the wrong one could mean the difference between a…
Here’s exactly how the HubSpot blog team uses AI
I’m going to be real with you: I’m exhausted. We blinked, and it felt like everything was run by artificial intelligence (AI). I’m being dramatic, of course, but AI is transforming how we work, play, and live faster than any tech I’ve seen in my decade-long marketing career. With so many changes and unknowns, it’s…
Automated lead routing is essential for multi-product companies — here’s the how and why
For sales teams, speed and precision in handling new leads can be the difference between winning and losing a deal. But, for multi-product organizations, the challenge goes beyond simply assigning a rep. Each lead may align with different products, territories, or account histories, making manual routing slow and prone to errors that leave money on…
Why you should build relationships backward (and how)
Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.) And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start…
Support tickets everywhere? Here’s how D2C brands with 10,000+ tickets can unify them from email, chat, and social
Every year, customers ask more from support teams. They want quicker replies, seamless handoffs, and answers that feel personal across every channel. That rising bar makes the job harder. Agents burn out chasing context, while customers grow impatient when they have to repeat themselves. The scale of the challenge is only increasing. Gartner predicts 30%…
How marketers can boost their executives’ presence on LinkedIn, from a LinkedIn Top Voice
Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It’s where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you. I’ve seen…
How to use AI conversation intelligence to improve deal velocity
SaaS sales teams are feeling a slowdown. Deals drag on for weeks, decision committees keep growing, and reps are under pressure to deliver faster results with fewer resources. In a tough landscape, AI tools like conversation intelligence (CI) can be a genuine game-changer. Conversation intelligence uses AI to analyze customer interactions to extract actionable insights….
The psychological reason brands use the power of association to sell
In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food. He ran experiments where he’d ring a bell right before he fed his dogs. After repeating this several times, the dogs…
Marketing career path report: What 100+ marketers told us about growth and job security
When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice…