Digital Marketing

The Marketing Efficiency Ratio (MER) measures how much revenue marketing generates for every dollar spent. MER is calculated by dividing total sales by total marketing spend for a defined period. Unlike ROAS, which focuses on the return on investment of specific advertising campaigns, executive-level MER provides a mixed view of the overall effectiveness of marketing […]

Search no longer just rewards keywords, but clarity. Large language models now read, reason, and rephrase information and decide which brands to cite in the response. An AI search strategy adapts content to this shift, focusing on being understood and cited, not just rankings and clicks.

Entity-based SEO is a content optimization strategy based on concepts, relationships, and context rather than isolated keyword phrases. Search engines identify entities – different concepts, people, places or things – and connect them across the knowledge graph to interpret meaning and determine current authority.

When I first joined HubSpot’s conversational marketing team, the majority of our website chat volume was managed by humans. We had a global team of more than a hundred live sales representatives – Inbound Success Coaches (ISCs) who qualified leads, booked meetings, and routed conversations to sales reps. It worked, but it didn’t scale. Every

Automated email segmentation uses dynamic rules and real-time data to automatically group contacts, eliminating the need for manual list updates while increasing campaign relevance.

Marketers use AEO and GEO interchangeably, but there is a difference that is defined and explained in this article. In short: AEO optimizes content for answer boxes and voice search results, while GEO targets AI chatbot quotes and generated summaries.

AI workflow automation tools connect applications, data and departments to execute tasks automatically – reducing manual work and improving efficiency across the organization. Unlike traditional rule-based automation, these tools use artificial intelligence to predict next steps, learn from results, and continuously optimize processes.

When I joined HubSpot, I entered a rare situation. I had already spent years as a customer learning how to creatively build systems using the tools at my disposal. I then joined the company with the task of modernizing a long-standing customer reference system that had served many teams well but was now struggling to

One of the most satisfying things you can achieve as a company or personality is instant brand recognition.

I asked six HubSpot colleagues, experts in their respective fields, about their hopes and dreams for 2026. From “Just Do AI and Spreadsheets.” work” To keep track of emotional impulses, here’s what we’re looking forward to in the next year.