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I have seen things I wouldn’t have believed even a few years ago. ChatGPT drafting content strategies from a three-sentence prompt. Grammarly solving my Oxford comma woes across an entire manuscript. I have yet to watch C-beams glitter in the dark. But I’ve witnessed AI reshape how I work — and it’s only just begun.

One area I find most compelling is agentic AI. Right now, AI agents sit squarely in the “next generation” of AI tools: developing quickly but not quite ready for the limelight. Still, Deloitte’s latest State of Generative AI in the Enterprise report urges companies to prepare their strategies and workflows for agentic AI.

You should know a thing or two about AI agents and how they can drive growth through AI workflow automation. Let’s investigate agentic AI and see how its potential could affect your company in the future.

Table of Contents

• What is an AI agent?
• How do AI agents work?
• 7 Types of AI Agents
• Which AI agent is right for me?

Agentic AI differs from the larger conversation happening around AI. Most workplace AI tools are “assistive AI” like Grammarly or “generative AI” like ChatGPT.

They have amazing capabilities but still require direct user input to operate (i.e., I need to enter a prompt into ChatGPT to make it work). Agentic AI can respond to user inputs but also can proactively pursue objectives, adjust to feedback, and run with some degree of self-sufficiency.

Notably, AI agents can run multi-step workflows automatically and adapt their processes in real time through feedback and new data. That’s a lot of power to grant a non-human operator within a business environment. As such, agentic AI does not make humans obsolete.

Instead, I believe human oversight of agentic AI will be necessary to deploy these tools wisely and ethically.

How do AI agents work?

An AI agent overcomes traditional AI’s limitations to enable problem-solving, decision-making, and influence over external environments. While they can automate lower-level, repetitive tasks, they really excel at adapting to dynamic environments and optimizing outcomes over time.

But how do they actually accomplish that? The short version: agentic AI operates with a few key steps differing from other AI systems you might’ve tried before.

Let’s say you give an AI agent a task like, “Schedule a recurring weekly meeting with the five members of my marketing team.” How would agentic AI complete this request?

1. Agents define the goal and task steps.

The AI agent begins by processing the objective — in this case, scheduling a recurring meeting with specific people on a certain time frame. Some agents can develop this objective autonomously based on context, an important feature in multi-agent operations.

For now, though, this agent will work with the human-based request.

Behind the chat window, the AI agent uses Natural Language Understanding (NLU) to interpret the prompt and pull out key details. Then, it’ll deploy a combination of reasoning models like a Large Language Model (LLM) to understand context and structured task planners to divide the objective into smaller operational subtasks.

For our example, the agent might build a list like:

• Gather the team’s availability.
• Identify date and time conflicts.
• Find the optimal time for the entire team.
• Send meeting invites and follow-up messages.

This gives the machine specific next steps to develop instructions for its own operation.

2. Agents plan and reason through multiple steps.

The AI agent won’t just grab the first available spot on everyone’s calendars. It understands that it needs additional context to make sure a recurring weekly meeting will consistently work for everyone.

To do that, the agent might collect and analyze data and constraints like:

• Past meeting patterns.
• Individual time zones for remote teams.
• Priority of the meeting relative to others on the calendar.
• Alternative scheduling options.

The agent’s goal is to find the best options, so it will weigh these options and constraints to find the best choice.

Depending on how the agent is constructed, it may be running a planning algorithm to structure its tasks in a logical sequence. Reasoning models like Tree of Thought (ToT) or Reasoning + Acting (ReAct) are likely generating and evaluating options for the agent. The agent also uses Application Programming Interfaces (APIs) to gather data from various sources like calendars and CRM platforms.

3. Agents make decisions and respond to feedback.

After ingesting and analyzing data, the AI agent decides on an optimal date and time for the recurring weekly team meeting. So long as it’s running the right APIs, the agent can automatically build the meeting invite and send it to all parties.

The real agentic magic starts happening at this stage.

Let’s say the agent chose Wednesday at 4:00 PM for the recurring meeting. But, one team member, Alan, has to pick up his kid from daycare by 3:30 PM every day, and he didn’t add that to his calendar. So, he rejects the meeting invite.

Instead of ending operations, the AI agent learns based on feedback. When Alan says he couldn’t make this time, the agent automatically reassesses availability using this new constraint data. The agent selects a new meeting time and resends invitations to the marketing team. It picks Wednesdays at 1:00 PM, and Alan can make that work.

4. Agents execute tasks autonomously.

During this schedule preparation process, the AI agent is acting of its own accord. Think of all the tools or systems it might touch to handle this request:

• Google Calendar or Outlook to check availability.
• Slack or Email to communicate with the marketing team.
• Zoom or Teams to set up a meeting room.
• CRM tools like HubSpot to log team interactions.

The agent isn’t just offering a list of dates and times; it’s handling the entire scheduling process.

By calling functions and data through APIs, the agent interacts with other software to accomplish its objective without human intervention. Depending on the objective’s complexity, an agent might even take “initiative” and decide what external tools it needs to do the job and set up the integrations accordingly.

5. Agents remember and adjust based on context.

Now, it’d be easy enough to set it and forget it. The meeting is scheduled, the team is happy, and things are going great. However, an agentic AI can continue its work to help ensure long-term success with its tasks.

Not every AI agent has longer-term memory and context awareness. But of those that do, they can use that information over time to help your marketing team make better decisions.

For instance, this scheduling agent could remember Alan’s daycare needs and store historical meeting patterns as the weeks pass. It can apply that data to future scheduling needs.

In AI parlance, you’re no longer running a “stateless” operation, where AI handles only one prompt at a time. Instead, the agent stores pattern data in long-term memory frameworks like vector databases for later recall. Some agents even include episodic memory, which remembers past interactions for each user (e.g., Alan’s daycare needs).

6. Agents learn, adapt, and self-correct.

Over time, an AI agent refines its own processes to establish greater efficiency. For our scheduling AI, it would monitor the meeting and gather additional feedback to recommend adjustments.

It could track which times get the highest acceptance rates or how many times the meeting gets rescheduled and refine its logic over time. This mirrors Reinforcement Learning from Human Feedback (RLHF) but is closer to real-time optimization through adaptive learning models.

The AI then improves its ability to predict the best meeting times to reduce conflicts and optimize efficiency. It learns from its “mistakes” and self-corrects to do better next time.

7. Agents collaborate with other agents.

For our scheduling example, one AI agent is probably sufficient. But it’s possible for the scheduling agent to encounter other AI agents, such as one that handles email replies or manages project deadlines in your CRM.

A multi-agent system (MAS) requires collaboration between two or more agents to complete a common objective, much like a human team. These agents often chat with each other using structured coordination frameworks like decentralized reinforcement learning or hierarchical planning.

As AI gets more deeply integrated into companies’ workflows, I think we’ll see more opportunities for AI agents to delegate and negotiate tasks within a MAS.

When do I use an AI agent?

AI agents offer tremendous power and opportunities to any business. However, you also need to consider how you want to apply that power and what safeguards you install to monitor and adjust agentic AI’s use.

To explore this idea, Hilan Berger, COO of digital transformation consulting firm SmartenUp, shares his breakdown of agentic AI considerations.

“One of the first considerations is task complexity and scope. The complexity of the task determines whether a straightforward rules-based system will suffice or if a more advanced machine learning model is necessary,” he said.

“Another crucial factor is the autonomy level you require from the AI agent. Some AI solutions need to operate independently, while others serve as decision-support tools that work alongside human users. An AI’s adaptability and learning capabilities are also significant considerations,” Berger added.

“If the problem requires continuous learning and refinement, you’ll need a model with self-learning capabilities. On the other hand, a predefined rules-based system may be enough.”

Berger makes sure to highlight the human’s role in agentic AI. “You should always take into account decision transparency and compliance, particularly in regulated industries,” he said. “If AI-generated recommendations need to be auditable, like in financial forecasting, the system must provide explainable outputs.”

Pro tip: How else are marketing teams using AI right now? Check out our latest AI Trends for Marketers report for more details.

7 Types of AI Agents

While my scheduling agent example can show you the AI ropes, I should say that not all AI agents are created equal. In fact, most are built with intention and care to accomplish specific tasks and objectives.

We haven’t quite reached the stage where AI agents can truly act on their own (more on that later), but recent advances in agentic AI promise a fascinating future.

Let’s dive into the types of AI agents you might encounter now or later and how they can help your company.

Reactive Agents

If you watched an early model of a Roomba run itself into a wall, you’ve seen reactive agents in the real world.

Reactive agents are highly rules-based AI tools. They have a pre-programmed set of responses they adhere to rigidly, without the capability to learn from experience.

Reactive agents in business are excellent for automating low-level tasks that require basic repetition with predictable outcomes. You often see reactive agents operating as basic chatbots integrated into a website or in a workflow.

For instance, a sales-focused reactive agent would engage when a customer abandons their cart. The agent follows a conditional logic tree to “decide” what to do next, like sending a personalized email or text about the item left in the cart. AI-powered customer service and spam filters are also great examples of reactive agents.

Limited-Memory Agents

Limited-memory AI agents analyze recent data to make decisions, but they don’t store long-term knowledge (hence, “limited” memory).

This operational build works for tasks where you need up-to-date information but not long-term retention. For example, autonomous vehicles’ onboard AI makes real-time decisions based on current road conditions. That data should be consistently refreshed, so it’d be a waste of resources for the agent to hold onto it. You also see limited-memory agents in recommendation engines, like Spotify’s music recommendations.

Pro tip: HubSpot’s Breeze has AI that operates as a limited-memory agent, using your freshest HubSpot data to autonomously produce content, handle social media, conduct prospecting, and more. See what Breeze AI can do for your business.

Task-Specific Agents

True agentic AI operates with a lot of flexibility and decision-making capabilities. However, you sometimes have clearly definable high-volume tasks where AI could make a huge difference. This is a task-specific AI agent’s domain.

These agents are built with a highly narrowed and tightly defined purpose. For instance, Thomson Reuter’s CoCounsel AI serves as an AI-powered legal research agent to prepare legal work for clients. Coding assistants like GitHub Copilot or Amazon CodeWhisperer can suggest edits to code and run tests to validate updates.

Multi-Agent Systems

I touched on multi-agent systems earlier, but for more context, these systems involve multiple AI agents working together to accomplish a task. They truly lean into the concept that “the whole is greater than the sum of its parts.”

Industries like stock trading can benefit greatly from multi-agent systems. Multiple models could gather information from various sources, exchange data and insights, and collaborate to make more informed trades.

Multi-agent systems also have interesting physical applications. For example, a swarm of AI drones could deploy into a disaster zone and work together on search-and-rescue missions.

You’re unlikely to need multi-agent systems yet, unless you’re operating in specialized industries. But as agents proliferate, they’ll eventually come into contact with each other. It’s best to stay informed as agentic AI expands.

Autonomous AI Agents

It’s always a good idea to keep a human involved in any AI operation. However, when successes mount, you may start letting machines do more of the lifting. Enter the autonomous AI agent.

These agents operate with high autonomy, often optimizing processes or executing tasks on behalf of humans. Long-term memory and context help autonomous agents complete their objectives efficiently and adjust approaches based on past actions.

In the business world, you’ll see autonomous agents operating in departments like sales. Tools like Conversica automate significant chunks of the sales pipeline, and Salesforce’s Agentforce acts autonomously on various Salesforce-related tasks.

Theory of Mind Agents

Understanding data is one thing, but understanding human emotions is an entirely different realm. As advanced AI agents learn to work together, it’s possible they’ll learn how to understand the desires, behaviors, and attitudes of other agents — and humans — and predict how those mental states influence decisions and outcomes.

These “theory of mind” (ToM) agents cross the emotional divide between a machine and a person.

ToM agents are still in development, so don’t expect an immediate integration into your business. However, companies like Hume AI and Replika have built “affective AI chatbots,” which simulate human-like conversation, even if they don’t “understand” emotions yet. Woebot operates in the mental health space using AI therapists that can detect emotional patterns in a patient’s language and adjust responses accordingly.

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As the need for intelligent agents grows, ToM agents will serve as important partners for collaborating with (or competing against) other agents to accomplish more complex tasks.

For example, in the future, a ToM agent used by a consumer stock trading firm could infer a customer’s spending habits, risk tolerance, and motivations when monitoring trades. If a user is normally conservative but then suddenly makes several high-risk trades, the AI might be able to flag it as emotionally driven behavior and proactively suggest risk-mitigating actions like pausing trades or seeking a qualified financial advisor.

Self-Aware Agents

To be clear: Self-aware agents are still only hypothetical. While the U.S., China, and other countries are investing significantly in developing artificial general intelligence (AGI), self-awareness is not necessarily a requirement for AGI.

Perhaps the most famous fictional self-aware agent is Skynet — the killer AI that annihilates humanity in the Terminator franchise. It makes for classic cinema but doesn’t likely represent reality.

If self-aware AI were to emerge, it could function with a sense of its own existence, influencing how it makes decisions and interacts with us. Regardless of its intentions, the proliferation of self-aware AI would usher in another industrial revolution and upend how we think about work, society, and life itself.

How far away are self-aware agents? Benchmarking self-awareness is a science unto itself, and advanced AI agents are already sparking important ethical discussions on agentic AI’s applications. While I wouldn’t expect self-aware agents to join your office anytime soon, it’ll be an area to watch in the coming years (or decades).

Which AI agent is right for me?

Agentic AI is a developing field; what’s currently offered might not perfectly fit your needs. But, as you plug AI into your workflows, you’ll probably find a need to evolve your agentic AI choices over time.

“Businesses must assess whether they need a reactive AI that follows predefined rules, a limited memory AI that learns from past interactions, or a more advanced AI capable of adapting to new inputs in real-time,” said John Reinesch, Founder of digital marketing consulting firm John Reinesch Consulting.

“For example, in customer service, a company might start with a rule-based chatbot that answers common inquiries using predefined responses. This works well for simple, repetitive tasks but struggles with more complex or nuanced requests. As customer needs evolve, the business might shift to a machine learning-based AI that can analyze past interactions and adjust responses based on user behavior and sentiment,” he said.

I’d encourage you to have your team monitor AI use for opportunities and limitations within your current architecture. More advanced AI agents typically require more IT resources or larger AI experimentation budgets. Coming up with a solid implementation plan for agentic AI can help you convince leadership to increase investments.

Prepare for the Agentic AI Future

I’ve been cautious about AI’s integration into professional workflows. Yet the tools available today have impressed me with their capabilities. In practiced hands, you can accomplish a lot with AI.

If agentic AI fully comes to pass, I think it’ll feel like another quantum leap in reshaping work. While these tools evolve, the best way to prepare is to understand your company’s workflows and identify your team’s greatest needs. Prioritizing objectives and crafting a high-level implementation plan will get your team thinking ahead to integrate agentic AI effectively.

The future is agentic. Will you be ready?

Conversion copywriters — the people who write landing page copy that converts readers and delivers sales — are wonderful human beings. Their writing pulls in readers, generates conversions, and ultimately produces buckets of cash.

Wouldn’t you like to have that gift?

There’s good news here: It’s only partly gift. The rest is just technique — technique that you can learn and master. You — yes, you! — can unleash the same wizard-like conversion copy powers, as long as you understand the techniques at play.

8 Tips for Writing Great Landing Page Copy

You see, conversion is very much a science of the mind — how your prospect‘s mind processes information, makes decisions, and decides to convert. In this post, I’ll describe eight writing techniques that are proven to work.

After putting your time and resources into generating traffic, here’s how you can turn traffic into revenue by creating copy like a conversion pro.

Here are the landing page copy best practices we’ll cover:

1. Spend time writing a killer headline.

This isn’t the best news you’re going to read all day, but someone needs to say it: People don’t meticulously read your landing page copy. They scan, they skim, and they allow their eyes to flitter across the page, but they don’t (usually) read every word.

So, what’s a copywriter to do? Go find a job where someone appreciates our hard work?

No. We adapt to the customer and produce copy that will compel them to convert despite their skimming habits. Here’s what customers do pay attention to:

• The headline.
• The subheading (usually).
• Pictures.
• CTA buttons.

After that, customers may or may not read the following:

• Major section headings.
• Bullet points.
• Short paragraphs.
• Image captions.

That should give you an idea of what to focus on as you write your conversion copy.

The most important piece of content is the 10 or 15 words in the headline. Nail that, and you’ll have come a long way.

To help convert the non-readers, you should:

1. Make your headline big, strong, and clear.
2. Use a compelling subheading that pushes your product’s benefits.
3. Show large pictures that demonstrate the benefits of your products and explain your message.
4. Use strong copy in your CTA.
5. Break your copy up into major sections, led by a headline in large type.
6. Use bullet points to discuss the benefits of your product. Short bullet points. Not long ones.
7. Use short paragraphs rather than long blocks of text. Any paragraph over five lines long can be hard to digest.
8. Use captions on your images.

Stuck? HubSpot’s Campaign Assistant can help you generate copy, and it’s free to use.

2. Use customer testimonials.

One of the most powerful conversion copywriting techniques isn’t about writing at all; it’s about letting happy customers write your copy for you.

Testimonials produce conversions like nothing else can. It’s impossible to write copy as good as your customer. Why? Because good copy isn’t just style and substance — the source matters, too.

Testimonials are compelling because they show the customer what they will experience if they use your product or service.

Zapier’s landing page is a great use case for these customer testimonials. A key to its successful, high-converting landing pages is that it places testimonials front and center, featuring a picture of the customer alongside a quote. It also uses the customer’s full job title and company along with a company logo, which really bolster the testimonial’s credibility.

Remember, your best conversion writers are your customers, so let them speak for themselves. Social proof is a powerful addition to your copywriting and marketing strategy.

3. Emphasize the benefits — not the product/service.

One of the most important lessons I’ve learned in online marketing is that customers don’t really care about your products or services.

In other words, they don‘t care about the “solution” you’re trying to sell to them. A group of Harvard researchers conducted a study of 1,400 B2B customers in a variety of fields and concluded that we’d reached “the end of solution sales.”

That study was from 2012, but its findings have been supported more recently — McKinsey & Company’s 2024 study confirms yet again that B2B customers are acting more and more like individual consumers, completing a significant part of the buyer’s journey before ever interacting with a sales rep.

Traditionally, sales was predicated on the “solution-selling method.” Aja Frost, HubSpot’s senior director of global growth, says that solution selling “rests on a pretty simple premise: Prospects want to be solved for, and salespeople are uniquely equipped to be the ones who solve for them.”

That approach has declined in popularity for one very simple reason: Customers already know what solution they’re looking for. They are capable of learning virtually anything thanks to the internet and search engines.

In fact, not only do customers know the solution, they also know the features they are looking for, the requirements the product must meet, and even benchmark pricing.

If you are only pitching your solution, you’re not giving your customers what they need and want. You need to pitch benefits.

It’s okay to mention your solution, because that signals to the customer that they’re in the right place — but don’t push that solution. Instead, push the benefits.

Let’s look at an example from Unbounce, which successfully emphasizes the benefits of its product on this landing page: “more conversions,” “instant optimization,” and “banish writers’ block.”

GetACopywriter.com leads with benefits on its landing page, pictured below. Its ideal customer is looking for copywriters, so it simply pitches the benefits of using its service to find one — like human (not AI) writers and SEO optimization.

Benefits trump solutions every time. If you want to take your landing page copywriting to the next level and increase conversion rates, put customer benefits at the forefront of your marketing efforts.

4. Keep your writing simple.

The best conversion copy you’re going to read will come in the next two words: Be simple.

You may be as good of a writer as Stephen King or Joan Didion, but that doesn’t matter so much because literary prowess is useless in conversion copy. Your most powerful writing skill is simplicity. Simplicity sells.

Take Optimizely, for example. It produces brilliant landing pages for its clients, but take a look at its own landing page:

Is that it? Yes, yes it is. And it’s very effective. Why? Because it’s so incredibly simple.

Let’s visit another landing page service — Get Response. Its landing page has a little more to it, but not much:

Simplicity again. Did whoever wrote those landing pages sit around for hours brainstorming, testing, tweaking, standing in front of a whiteboard with a fistful of colored markers, thumbing through a thesaurus, taking long walks in nature, and meditating on the meaning of life in order to produce such brilliant simplicity?

Nope. They just wrote the simplest, clearest statements they could.

But simplicity doesn’t mean replacing creativity with meaningless buzzwords. ConversionXL created a list of words that marketers should do their best to avoid:

• “On-demand marketing software”
• “Integrated solutions”
• “Flexible platform”
• “World leader”
• “Once-in-a-lifetime opportunity”
• “Changing the way X is done”
• “Paradigm shifting”
• “Exceeding customer expectations”

Those clichés don’t work anymore — you need to keep it simple. (And if you need inspo on how to do it right, we’ve got 31 great marketing tagline examples.)

Here are a few tips for keeping your landing page copy simple:

• Use a simple sentence structure.
• Keep sentences short. Only one idea per sentence.
• Use short words. Short words are easy to understand and skim.
• Don’t get fancy with your wording — don’t use a $5 word when a 50¢ one will do.
• Be clear and succinct. Use the most basic words to describe what you’re trying to say.

If you can be simple, you can write great conversion copy.

5. Write like a human.

There’s another technique that will help you crush your competition: Sound like a human being.

At some point, a bunch of copywriters decided it would be great to produce copy that sounded strained and robotic. Who’s writing this stuff? And who’s reading this stuff? I don’t know, but I do know that no one is converting on it.

Now that AI is a common step in marketing workflows, including writing content, the human touch is more important than ever. That doesn’t mean you have to avoid AI, it just means you need to edit it and make sure it sounds human.

People prefer to connect with other people, not with robots. That’s why your copy needs to sound like a human wrote it. Here are some specific things you can do to make your writing more personal:

• Write the way you speak.
• Use normal words, like the ones you’d use if you were talking to a 10-year-old. For example, why use “convivial” if you can use “friendly?”
• Use short sentences.
• Break grammar rules if the writing still sounds good and natural.
• Be funny.
• Use first person.
• Use contractions. “You’ll be amazed” sounds far more natural than “You will be amazed.”
• Use expressions you’d use in a normal conversation. “Seriously.” “I’m thinking…,” “Wait a second.” “It was crazy.” “Wow.” “It was pretty awesome.” “It’s like…”

Ramit Sethi, a personal finance advisor, entrepreneur, and author of the blog I Will Teach You To Be Rich, has sky-high conversion rates and a powerful personal style. His blogs read like a personal email to a best friend. He doesn’t even mind tossing in a word or two that he would use if he was hanging with his buddies.

Check out this excerpt from one of his blog posts about whether you earn enough money:

Sethi is conversational but still authoritative. Try to get yourself away from the idea that you’re writing “copy,” and think of it more as a conversation. If you do that, you’ll write better. You’ll sound like a human. Your conversion rates will go up.

6. Use numbers and get specific.

The more specific you are, the more believable and persuasive you will be. Which one of these claims is more persuasive to you?

• “Your conversion rates will explode!”
• “In the last 90 days, customer conversions have increased by an average of 78.2%.”

The second one is far more specific, and therefore more believable. Anyone can make blanket claims about awesomeness, but not everyone can cite statistics and detailed metrics.

Let’s take a look at an example. Check out this landing page from Calendly, which combines customer testimonials and specific numbers that promote Calendly’s benefits:

How effective would it be if Calendly claimed to have “millions of appointments scheduled?” It’s certainly much less compelling than something as specific as “a 160% increase in customers reached” or “a 20% decrease in scheduling errors.” Attaching each of those numbers to a particular client makes this even more specific.

The number makes a big difference. Customers want specific information about benefits other customers are seeing, and they want specific examples of what they will experience. Specificity is a powerful tool.

7. Ask for readers to take action.

The final killer technique of a conversion pro is the call-to-action. If you don‘t ask for conversions, you won’t get them. That’s why I suggest that you start with the end goal in mind — and the whole point of your landing page is that conversion. All of your copy should be building up to that conversion. Don’t be shy!

Similarly, writing CTA button copy is just as important, if not more so, than the rest of the copy on your page. Remember how I mentioned that CTA buttons are copy that people actually read? It matters. Simple changes in wording can create huge conversion increases — just remember to conduct A/B tests.

For more ideas on CTA copy that drives clicks, check out these 14 real-life examples of great CTA copy.

8. A/B test your copy.

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A good conversion copywriter isn’t just writing — you’ve got to be testing, too. How else will you know what kind of writing converts higher or lower for your audience?

There are all kinds of A/B tests you can do on a landing page — images, placement, flow, layout, etc. Rebecca Hinton, a CRO strategist at HubSpot, ran an A/B test in 2024 that tested a tiny layout tweak — and it led to 20% more conversions on one of our landing pages.

Usually, however, the biggest gains come from changes in the copy. If you want to gain higher and higher conversion rates, you’ll need to test your copy along with the other elements of your landing pages.

Don’t expect to hit a home run on your first at-bat. You will succeed by carefully, methodically, and intentionally testing every variation. Here are some of the things you can test:

• Headline variations
• Subheading variations
• CTA copy
• Lists of benefits

Test small things, too. Changing a single word in the headline could make a huge impact on your conversion rates. You won’t know unless you test it out. (Don’t know how to run an A/B test? We’ve got tips.) 

In 2024, HubSpot tested different copy on CTA buttons for some of our free downloads. We tested three variants against a control, and found that “Download for Free” got more clicks than “Download Now” or “Download the Free Template.”

You can use HubSpot’s free landing page builder to test page variations against each other.

Get Started With Writing Landing Page Copy

All in all, boosting conversion rates starts with killer copy. A whole lot depends on the words that you type with your keyboard. Thankfully, it’s not some insurmountable task — anyone can learn how to do it. With the right copywriting techniques firmly in place, you can achieve higher conversion rates.

What techniques do you use to write your conversion copy?

Editor’s note: This post was originally published in October 2014 and has been updated for comprehensiveness.

A Microsoft study found that people spend 15% of the workday checking email— that’s about six hours a week squinting at their inboxes. While many want that number to be lower, the truth is that email is still a valuable communication tool.

When I opt into an email list, it’s because I anticipate something of value in return: expert insights, a story or case study, a free trial, or an event invitation. Brands have a small window of opportunity to show their value in your inbox. If they can’t, they’ll land in the no man’s land of unsubscribe. If they can, they gain a seat at the table.

So, how can brands follow the latter path? I dove deep into my own inbox, spoke to email marketing experts, and explored top brands to bring you best practices for B2B email marketing success— with 10 examples of brands leading the way.

Table of Contents

• What is B2B email marketing?
• What makes a great B2B marketing email?
• B2B Email Marketing Tips from the Experts
• 10 B2B Email Marketing Examples to Learn From

What is B2B email marketing?

B2B (business-to-business) email marketing is the practice of using email campaigns to promote products, services, or messaging to other businesses instead of individual consumers. B2B email marketing is typically partially or fully automated through an email marketing platform like HubSpot, with varying levels of sophistication and personalization.

B2B marketers use email marketing for several purposes: to reach and nurture leads, onboard new clients, build brand loyalty, share product tips and updates, and cross-sell and upsell. All in all, B2B email marketing is a valuable channel because it allows brands to initiate a conversation where professionals spend the most time— their inbox.

What makes a great B2B marketing email?

No matter which type of B2B email you’re creating— newsletters, welcome emails, drip campaigns, or sales prospecting emails— any marketing email worth its salt should have these three components.

1. Personalization

94% of marketers say personalization increases sales, and 96% say it leads to repeat business. But personalizing emails takes more than adding their first name to the salutation.

Use segmenting and signal-based intent to send dynamic, personalized emails that can move a lead through the funnel. For example, reference a recent event a prospect attended or content they downloaded to continue the conversation. You can also personalize emails with dynamic content, for example, swapping out a case study relevant to that client’s industry.

2. Sharp Copy

Good B2B emails should be brief, relevant, and packed with value. The primary way that you showcase your value is with your words, aka copy.

“Well-crafted copy that resonates with the audience’s needs and interests is vital. It should be concise, clear, and focused on providing value rather than just promoting products,” says B2B email marketing specialist and copywriter Joe Cunningham.

First, craft an intriguing subject line and pre-header to pique a reader’s attention. Then, don’t waste your reader’s time with fluff— you need to earn every open and click with great writing.

“Show busy potential clients or busy contacts that this is, in fact, worth reading, why it‘s worth someone’s time, and how it’s going to fix a problem for them,” advises Cunningham. Telling stories and sharing the voice of the customer can also connect you to the audience.

3. A Strong Call-to-Action

No marketing email is complete without a clear call-to-action (CTA). Even a newsletter or thank you email should have a call-to-action! Many businesses make the mistake of leaving one out or putting too many in, confusing readers about what to do next.

Button text like “Read the blog” isn’t strong enough to convince someone to click. Write CTA copy that speaks to the value you offer, like “Learn how to save three hours a week” or “Book your free consult today”.

B2B Email Marketing Tips from the Experts

I’ve managed email marketing at a startup, a financial services company, and a university. I also interviewed two email marketing specialists about their secrets to email marketing success, and here are the best practices we all agreed on.

1. Keep it short.

More is not better when you have a specific goal for your content. “People are not going to read through a bunch of content,” says Destiny Loyd, Sr. Lifecycle & Email Marketing Manager for Apptio. “So as an email marketing manager, getting to the point is very important. You need to be able to get to the point within the first one to two paragraphs and give the call of action very early on to keep reader engagement.”

Keep the number of clicks as low as possible when asking someone to complete an action, and question whether you need readers to click away at all or whether you can share the key information in the email.

2. Segment your emails.

I’ve already stated how important it is to personalize your emails, and I’ll say it again. Segmentation, where you separate your email lists by audience, industry, or lead stage, lets you send only highly relevant, personalized content to each group.

So instead of having one big mailing list where you send company updates, segment your emails by audience: prospects, leads, current customers, suppliers, partners, and so on.

“List management is the boring part. It isn’t sexy, it’s not fun, and it can be time-consuming,” says Cunningham. “Segmentation requires a lot of strategic thinking with the data you’re collecting and the data in your CRM, but it’s a huge opportunity to send more relevant and effective emails.”

3. Stop blasting your contacts.

There’s no right number to how often you should email B2B leads or partners— it depends on lots of factors. But we all know that many companies take email too far. When you send too many emails, you risk driving your audience away.

“Over-communicating can lead to disengagement,” warns Loyd.

Audit your emails by looking at analytics regularly. If your engagement or unsubscribes are below email marketing benchmarks, consider cutting down or consolidating the emails you send. You can also use standard suppression rules to streamline emails: for example, add a suppression list for registered attendees so you don’t keep asking people who have already registered to attend your event.

4. Centralize your email management.

I once worked at a university that audited how many emails students received from all the different university departments, and the results were eye-opening, to say the least. One key way to right-size your email sends is to coordinate your email marketing strategy across departments. Marketing, sales, customer success, and corporate communications may all send separate email journeys, inundating readers.

“I have been at places where anybody can request an email, and it makes it hard for others — or even me as the email marketing manager — to keep up with what’s being sent out,” shares Loyd.

“Establish a point of contact and a regular meeting to talk about what’s coming out of each department via email this month. Centralizing email requests is important because it will help you strategize, be more targeted, and help the company avoid over-emailing their database.”

5. It’s not about you.

“I think one of the biggest mistakes companies make is making emails too much about them — their news, their products — rather than focusing on what their audience actually needs or wants,” advises Cunningham. Instead of talking all about yourself, focus on the problems you are solving and the value you provide.

One simple way to do this is by using the second-person “you” to address readers and their pain points directly rather than using disconnected corporate speak. Consider how these subject lines hit differently:

• [Company] launches [product name] with innovative payroll solutions
• Sick of payroll errors? Alleviate payroll headaches with automated workflows.

6. Keep your brand and tone consistent across emails.

Your emails’ voice, tone, and branding should match across campaigns and any landing pages or content assets where you send them.

“If you send an email that‘s very straight to the point and simple to read and understand, then you drive them to a website that is not simple and easy, you’ll to lose them immediately because there’s a disconnect,” says Loyd. “Brand consistency plays a huge role in driving people down the journey and giving them a sense of familiarity and continuity.”

As a best practice, create a brand and voice guide for anyone creating emails to follow. Then, write on-brand email templates that your sales team or anyone else sending emails can adapt and share for individual emails.

7. Test different hooks, angles, and visuals.

Words and design matter in email marketing. As you write subject lines and body copy, make a practice of A/B testing different copy and visuals to gather evidence on what works best.

While marketers have some audience data and personas, creating great marketing content still requires a certain level of guesswork. You might be surprised by what resonates best, so stay curious and test often.

8. Use automation for smarter outreach.

Email marketing is, by nature, mass communication. To make it personalized, relevant, and timely at scale, look to automation. Setting automated campaigns means that once you set it up, you can send email marketing campaigns in your sleep. Here are three ways to approach automated email marketing.

Journeys

Journeys are an automated sequence of emails sent on a pre-set schedule. These are good for onboarding or nurturing campaigns to help them reach a long-term goal like retention or a purchase. The downside of traditional journeys is that once they start, you can’t adjust or personalize the content.

“Ensure that you’re documenting the logic behind the journeys and all the criteria, triggers, exit criteria, and all of those things that go into that journey,” recommends Loyd.

Behavior-Based Drip Campaigns

Drip campaigns are individual emails or sequences triggered based on behaviors, also known as signals. Examples of signals could include downloading content, attending an event, completing a sales call, or logging into a platform.

Basing your emails on behavior ensures that you’re reaching prospects with the right message at the exact right time.

For example, if it’s a week into a prospect’s free trial period and they still haven’t logged into their account, it’s pointless to ask them to sign up since they haven’t tried the software yet. Instead, you can focus on educational content reminding them about the trial. After a signal like them logging into the account three times, you can switch to conversion campaigns.

AI-Powered Email Marketing Campaigns

Finally, you can power up drip and nurture campaigns with the power of AI. Instead of relying on broad segmentation, where leads are grouped based on shared characteristics, AI can analyze multiple data points to understand each individual’s behavior and intent— and recommend content and campaigns based on the data.

For example, HubSpot’s team revamped their email marketing using first-party marketing data, enriched company data, and thousands of intent signals. They aimed to have AI determine each prospect’s goal and create the perfect messaging and piece of content to send to help them reach that goal. As a result of this hyper-personalization at scale, they saw a 30% boost in open rates, a 50% boost in click-throughs, and an 82% lift in conversions.

10 B2B Email Marketing Examples to Learn From

Great emails can be hard to find, so I’ve done the hard work for you. Each example from a B2B brand below showcases stellar copywriting, design, and relevance to their audience. I’ve given a teardown for why each email hits the mark and how you can emulate it.

1. Newsletter: The Hustle by HubSpot

I love a good newsletter that can bring me up-to-date on the week’s news and stories without disappearing into a doomscrolling cycle. One of my go-to emails for this is The Hustle.

With over two million subscribers, The Hustle brings together the week’s most interesting headlines, original business features, and video and podcast content into daily and weekly emails. I love discovering timely articles I didn’t know I needed, like an article on the business of Halloween theme parks.

What I like: While sprinkled with free resources from owner HubSpot, the purpose of The Hustle isn’t to sell. It’s to build an audience and share expertise from across marketing, sales, small business, and tech. The spot-on mix of original multimedia content and current events commentary keeps me coming back, week after week.

2. Newsletter: Coda

The Docket is the monthly newsletter for Coda, an all-in-one collaborative document editor and collaborative workspace. The newsletter combines product tips, updates, and useful content for knowledge workers. Coda’s in the process of being acquired by Grammarly (another brand with a killer email game!), so I’m looking forward to seeing how the brand and email content evolves.

What I like: Coda’s colorful design stands out among a sea of white-background content. The copy is always playful, with a few good workplace puns to keep learning light. I like the “Small things considered” section with visual, bite-sized product highlights (and an NPR-inspired title!).

3. Lenny’s Newsletter

When I asked my community what their favorite B2B emails are, a few people said they’re far more interested in following solo creators than brands right now. I tend to agree: people-led email content is booming right now. In tech circles, there’s one solo creator whose name comes up again and again: Lenny’s Newsletter.

Who is Lenny, you ask? Well, he’s just a guy— a guy who’s built an entire business around an email newsletter. Lenny Rachitsky, a seasoned product manager, launched a newsletter in 2020 sharing product thought leadership and interviews and it’s become the go-to product publication. His readership just topped one million email subscribers, including 18,000 paid accounts, a paid Slack community, podcast, and consulting.

What I like: Lenny’s Newsletter shares those rare senior-level insights from those in the trenches of building innovative products. He also shares his unique perspective and voice from inside the industry. The newsletter feels like a community, with frequent guest contributions and reader spotlights. It’s great inspiration for brands for how to put people at the center of your email marketing efforts.

4. Drip Campaign: Adobe

Adobe is one of my favorite brands, and that carries over to their email marketing. I never feel inundated by Adobe emails— there’s no fluff— and their content is always brief, visually crisp, and clear.

What I like: It’s no surprise that Adobe emails have excellent design, but I’m always delighted at the sharp copywriting with headlines like, “Docs on loc,” “Turn to-dos into ta-das,” and “Make taxes less taxing”. I also love the simplicity of having just one CTA. There’s no question or confusion about what the next step is.

5. Drip Email: Figma

As a design company, it’s no surprise that Figma creates delightful emails. As a Figma user, I like that the company keeps its emails few and far between but packed with value.

What I like: Figma keeps its value proposition clear throughout the email content. It never simply tells you about a cool new feature; it tells you how it makes your life better or easier. The visual branding, clear designs, and fun illustrations are consistent throughout different emails and stay true to the playful, helpful voice of the brand.

6. Nurture Campaign: Circle

Circle is an online community platform that helps creators and brands engage their communities. When you join their email list, you’ll receive professional and relevant emails with original industry reports, event invitations, and inside tips like “How our top 10% of creators really build thriving communities”.

What I like: Circle’s emails bring consistent branding visuals and relevant content for community builders. I like that many of their emails come from a specific person on their team (like “Alexis at Circle”) so it isn’t just a faceless brand email. I also love how they use the voice of the customer. The nurture email above, for example, has just a short blurb and CTA, while three-quarters of the content features the voice of the customer through testimonial quotes.

7. Nurture Email: Beyond Meat

Why should SaaS companies have all the fun? Alternative protein producer Beyond Beef shows how brands in industries like food and agriculture can show up in a big way in emails.

What I like: Beyond Beef brings its bold, passionate, and sometimes irreverent brand voice to its email marketing. It uses appealing visuals and CTAs to stand out to its busy audience of restaurants and caterers.

8. Onboarding Emails: Perplexity

Perplexity calls itself the “world’s first answer engine,” and AI-powered, streamlined search alternative. Since Perplexity is a new category of tech, its onboarding sequence is crucially important to educate users on what they can do with the app before the free trial winds down. Nailing your onboarding emails helps you engage users and avoid churn.

What I like: Perplexity’s onboarding sequence contains seven emails (it’s in the subject line: 4/7, etc.) which walk the user through the best use cases of the app. They contain bright hero images and concrete product examples with images and prompts.

9. Offer Email: Squarespace

One of the common mistakes brands make is to cram too much into a sales email. Take at look at this offer email from Squarespace: by keeping it short and focusing on just one offer, incentive, and CTA, they raise the chance that the reader will convert.

This likely isn’t the first email Squarespace would send to a prospect. The reader has likely already received a drop campaign or completed a free trial and needs and incentive to buy.

What I like: Squarespace uses the power of urgency and scarcity to tempt a reader to buy a subscription. The email gives a percentage discount and an expiration date for the offer. Even the CTA copy (“Save now”) speaks to the tangible value of the offer.

10. Product Email: Notion

The organization tool Notion can do a thousand different things, and that level of overwhelm could turn users off. To combat that, Notion’s email marketing and product updates help users understand the best use cases for them.

What I like: Notion uses product GIFs to show its product in action and give examples of how someone could use the product. Its email designs are always simple and clear, in line with the brand.

Lessons in Email Marketing: How to Improve Your Email Game

When done right, B2B email marketing is still a powerful engine for engaging leads, nurturing relationships, and driving business growth. The best B2B marketing emails aren’t just delivering information; they’re creating value and helping clients solve problems.

Whether you’re just getting started or optimizing an existing strategy, I hope these B2B email marketing examples inspired you to craft better emails. Subscribe to a few of these brands’ email lists, and keep a swipe file of inspiring content to improve your own.

Look for an email marketing service and AI-powered tools to help you reach your goals. With personalization, sharp copywriting, and a clear call to action, you’ll engage your prospects and earn a seat at the table.

Engagement on social media is like mingling at a party.

There could be tons of people in the room (read: following you), the music could be great, and the vibe could be just right, but if no one’s conversing, the party’s dead — and no one wants to throw a lousy party.

By prioritizing social media engagement, businesses can avoid this fate and accomplish their marketing goals. Likes and comments may seem like vanity metrics, but they are catalysts for the greater traffic, conversions, and sales brands need to grow.

Pulling from the latest data from our 2025 Social Media Trends report, let’s unpack everything you need to know about social media engagement and how to harness it for your business.

Table of Contents

• What is social media engagement?
• Why is social media engagement important?
• How to Increase Social Media Engagement
  

What is social media engagement?

Social media engagement is when social media shifts from passive to active, from laying around on the couch to up and running around the neighborhood. It’s any interaction a user has with an account, creator, or piece of content on a social media platform, including likes, comments, direct messages, shares, clicks, and tags.

Why is social media engagement important?

These days, anyone can post on social media or get a high follower count. Heck, posting can be automated, and followers can be bought. Neither of these are worth bragging about, but high engagement? That’s something you can be proud of.

In a marketing context, engagement is the first step toward actually accomplishing your goals with social media. Want to drive website traffic? You need to get someone to click. Want to build awareness? That’s where sharing comes in.

It all starts with engaging, but there are also several other benefits.

Influences Algorithm

Achieving organic social media marketing success isn’t impossible, but it is much harder than a decade ago. Regardless of platform, what your audience sees is determined by an algorithm.

Our survey found keeping up with features and algorithm updates is one of the top 5 challenges marketers face with social media, but industry experts agree engagement is one of the most consistent criteria.

Check out Meta’s content ranking criteria, for instance.

Social media algorithms see engagement as a vote of confidence. The more people engage, the better the content and the more it should be shared.

Increases Brand Awareness and Discoverability

The better you do with social media algorithms, the more likely your content will appear in explore/discovery feeds and be seen by new people. New people mean new potential audience members and, more importantly, customers.

Marketers named building brand awareness their top goal with social media in 2025, so this can’t be ignored.

Fosters Trust and Sense of Community

Algorithm aside, engagement is what makes social media social. It’s how you form a personal connection with your audience and build trust.

And it’s not just about you engaging with your customers. Customers interacting with each other is also important. TikTok, Instagram, or otherwise, comment sections can get pretty wild as your audience interacts among themselves, but even this chaos creates a sense of community.

It brings people together under a common interest or conversation, making them feel part of something larger.

85% of marketers say building an active community in this way is important to their overall social media strategy this year. It can help increase brand sentiment and loyalty, attract followers, and incentivize user-generated content, among other things.

How to Increase Social Media Engagement

Now that you know why social media engagement matters, how can you boost it for your brand? Here are six tips you can follow.

1. Cater to the platform culture.

YouTube stole Stories from Instagram, and Instagram stole short-form vertical videos from TikTok. But even though social media platforms seem to be copying each other, no two are exactly alike.

To leave the biggest mark and earn the highest social media engagement, publish content that feels natural and specific to that platform.

This means not just using the features and mediums popular there but delivering the value or messages your audience wants and expects to get there.

Sure, both Instagram and LinkedIn host videos, but the same content won’t necessarily resonate. This is likely why Duolingo focuses its LinkedIn content on hiring and recruiting talent, while its Instagram content is catered to attracting and appealing to users.

Know the culture of the platform you’re posting to, cater to it, and you’ll be well-poised to maximize your social media engagement.

Want tips for specific platforms?

• Facebook Engagement: Everything You Need to Know [+ Research]
• How to Increase Your Instagram Engagement Rate
• How to Get More Followers on Instagram: 17 Ways to Your First (or Next) 1000

Pro tip: In our recent social trends survey, marketers named Instagram the top platform for overall engagement. If your audience is hanging out there, it’s a great place to start.

Source

2. Post consistently.

I’m a firm believer in quality over quantity, but I’ve found social media engagement really requires a balance.

You see, social media content has a short shelf-life — basically microscopic on platforms like X (formerly Twitter). No matter how good your content is, it can get buried quickly, so you need to consistently post high-quality, relevant content to stay in front of your audience and engage them.

The easiest way to do this is to commit to a posting schedule. Having a set time on your calendar to post gives you a deadline to abide by and gives your audience a specific time to anticipate hearing from you.

Pro tip: Use a social media management tool to help maintain consistency.

Get Started with HubSpot’s Social Media Tool

Also, experiment with different times to see what works for your audience and persona. Your target persona can drastically impact your posting timing and frequency, especially if they are in a different time zone.

3. Ask questions.

What’s the easiest way to get a response out of someone? Ask a question.

Questions are like conversational calls to action — they tell your audience what you want them to do next, and sometimes that’s all the convincing they need.

Ask for open-ended opinions in the comments (like Meta below) or prompt people to “vote” by taking different actions on your posts. For instance, they could hit “like” if the answer to your question is no or comment with their favorite emoji if the answer is yes.

Both of these are easy but effective ways to foster engagement.

Shopify does a great job in this Instagram post, asking their followers to share what motivates them in the comment section.

Pro tip: Several platforms have dedicated features you can take advantage of to ask your audience questions. Think polls on LinkedIn (like this one from Slack) and Facebook or the “Polls” sticker in Instagram Stories.

Source

These features elicit engagement from your audience and add variety to the mediums in your social media feed.

4. Host a giveaway or contest.

People love freebies — well, at least I know I do. They incentivize engagement, making people that much more willing to participate. Think of them like party favors — not expected but very much appreciated.

With this in mind, a popular engagement strategy on social media is hosting a contest or giveaway. You can require audiences to engage (e.g., like, comment, share) to enter to win, and if you ask them to tag friends, you’ll also build brand awareness.

Korean skincare brand Laniege regularly uses this tactic on its Instagram, generating thousands of likes.

5. Use humor.

In a recent study by HubSpot research, marketers reported that humorous content delivers more ROI than any other type, and who’s really surprised?

“Humor is serious business in social media marketing,” explains Samantha Meller, Head of Social at HubSpot Media. “When done right, genuinely funny social media content can make your brand feel more ‘human.’ This can make your followers, audience, and customers feel more connected to it.”

Funny content is also the content people want to “like” and share with their friends. So, look for ways to incorporate it naturally into your social media strategy.

Taco Bell has been a master of this for years, and it only continues with its TikTok content.

6. Collaborate with relevant brands and influencers.

Our survey found that 77% of marketers say influencer marketing delivers better ROI than other channels. That’s huge, especially with 44% noting engagement as their most important campaign metric.

With this in mind, explore the influencers, creators, or even other businesses your buyers follow. If relevant to your brand or offering, consider collaborating with them to get in front of new potential followers. This helps with discoverability, reach, and social proof.

Pro tip: Go niche. Nearly 45% of marketers reported seeing the most success with micro-influencers, followed by macro and nano-influencers. Mega-influencers (those with over a million followers) came in last.

While mega influencers may have a larger audience, their engagement is typically low. Some reported benefits of smaller influencers included more trust with their followers, access to tight-knit communities, and affordability.

Learn more about your options for influencer marketing.

Engage to Elevate Your Social Media

Social media engagement isn’t just a numbers game — it’s the heartbeat of your brand’s online presence — or the life of the party, if you will.

The more you engage, the more visibility, trust, and community you build. By understanding platform culture, posting consistently, asking the right questions, and tapping strategies like giveaways, humor, and collaboration, you can create a dynamic social presence that drives real results.

At the end of the day, social media is meant to be social. Treat it like a conversation over cocktails, and you’ll turn passive followers into active participants, loyal customers, and even brand advocates.

It’s rare that a B2B marketer is funny on LinkedIn. 

And not “posted a meme about ChatGPT taking over my job” funny. 

I mean genuinely, “I would watch this content in my free time” kind of humor. 

And she’s got 20K followers (and some viral videos with 4M+ views) to prove it.

Today’s expert tells us to stop obsessing over high-performing content, and why your buyer persona is bingeing Selling Sunset, too.

Heike Young

Head of content, social, & integrated marketing, Microsoft

• Job: She leads the Microsoft teams that shape their storytelling and ensures their content strategies resonate with target audiences.
• Claim to fame: Multimedia content is Heike’s superpower. She grew her LinkedIn following from 2K to 20K in one year by posting funny videos. She also launched Salesforce’s first branded podcast, and her team managed Salesforce’s YouTube account with 800K+ subscribers.

• Fun fact: Heike used to run her own business throwing princess birthday parties and story hours for kids.

Lesson 1: Your goal shouldn’t be high-performing content. Period. 

When Young walked into a conference room during her first day at Microsoft (this may have been virtual, but for the sake of the story let’s picture the Mad Men office), she told her team that her goal isn’t to create high-performing content. 

Her goal is to change minds.

Every time her team creates a piece of content, she asks herself: “What can we create that’s actually going to change the hearts and minds of our audience? And that’s a heady task.”

Here’s an example that hits home for us: At HubSpot, we’ve hit millions of views each year on one post alone — “The Top Movie Quotes of All Time.” 

(Yep. About as far from a product conversion as you can get.) 

But this year we took another look at that post and said, “Does it matter that it attracts millions of views if it has nothing to do with… well, HubSpot?” 

So we (finally) retired the post. (I suggested a Viking funeral, but we settled on a 301 redirect.)

This is Young’s motto and driving motivation behind all of her work. She says, “We hope it performs well, but really our goal is to create influence and to change how people think and act — and for our brand to grow when they do.”

There’s a bonus to this lesson: Creating content that changes minds means writing, recording, and posting content that is provocative and unique. And that’s the only type of content that will cut through the noise, anyway. 

As Young puts it: “Bold POVs are pretty much the only content left that resonates.”

Lesson 2: Your B2B buyer is the same person who’s bingeing Selling Sunset.

A couple of years ago, Young took comedy classes in LA at Upright Citizens Brigade, which touts past students like Amy Poehler, Kate McKinnon, and Nick Kroll. 

And she’s now bringing that comedy to her LinkedIn videos, some of which have amassed millions of views. 

Why? 

Because her B2B audience is still made up of people. And people like to laugh. 

“There’s this idea that is really important to me, which is content that moves with the culture. The same person who approves the PO for your SaaS company also binges Selling Sunset or does Twitch live streams at night.”

She adds, “In B2B, we’ve gotten into this habit of acting like people are so different. You know, they come to work and put on their work outfit and suddenly their standards for content or entertainment are different.”

Her remark reminded me of Severance: There is the buttoned-up, professional B2B audience, and then there are the people we get dinner with and watch movies with and call our friends.  

This artificial separation doesn’t just make our marketing feel stiff — it makes it ineffective.

Young says, “I personally want to create content that is informed by the culture at large and moves at that speed versus content that feels like it was sealed in a time capsule from 2001.”

Lesson 3: Employee-generated content matters now more than ever. 

Young is going all-in on personality-led content in 2025. 

Why? Because, as she told me, personality-led content can be the core differentiator for your brand: “Anybody can answer a bunch of questions. Nobody can clone your people.” 

(Take that, AI!) 

In her current role, she’s really focused on employee-generated content, and empowering her team to create content on behalf of Microsoft. 

And she’s walking the walk, too. Which is why, about a year ago, she started posting her own videos on LinkedIn. 

She told me, as a leader, she’d been missing the opportunity to create content. To her, it was important to get some skin in the game. “And I also really wanted to bet on myself.”

Sure, it can be hella awkward to post that first awkwardly edited iPhone video of yourself and getting seven likes on it.

But you never know where it could lead.

Coming full-circle to our first lesson, Young adds: “It’s important to change people’s minds around deeper topics, to have deeper conversations, and just to resonate more deeply. Surface-level, basic, one-on-one style answering questions — that’s not really the path forward.”

Lingering Questions

This Week’s Question

As a marketing thought leader, how do you see AI influencing strategic thinking and the creative process in brand building? — Lise Lozelle, senior director of communications and engagement, Best Buddies International

This Week’s Answer

Young: AI is effective as a thought partner. Ask it to poke holes in your strategy and play devil’s advocate. Also ask it to find additional research and data points you haven’t considered. Those workflows can make your original ideas even stronger.

All of that being said, I believe human creativity is more critical than ever, and I love seeing human fingerprints on the content I personally consume. For instance, I’ve recently been swooning over all the tiny creative details in Severance.

I believe some AI-related changes in marketing will happen faster than we expect, and others will happen more slowly. Only time will tell what falls into which category. So I’m leaning into AI where it’s useful for me, and not forcing it where it doesn’t seem helpful.

Next Week’s Question

Young asks: What’s a piece of marketing advice you would have given earlier in your career, but you would no longer give, due to how marketing has changed?

2025 is upon us, and a new year brings new trends and new challenges. If you‘re a brand looking to leverage social media video this year, you may not know what to expect but don’t worry.

I, your resident content creator and social media expert, have the expertise you need to prepare for social media video marketing in 2025. I also have stats from HubSpot’s handy-dandy Social Media Trends Report, which includes data from 1,000+ social media marketers.

In other words, you‘ve come to the right blog. Let’s get started by answering a burning question.

Is social media video marketing effective in 2025?

The short answer? Absolutely. Our data shows the top three social media platforms for driving site traffic, social media engagement, and audience growth are all video platforms —specifically, Instagram, YouTube, and TikTok.

Instagram shines the brightest, with our survey showing the majority of marketers say it’s the best for driving site traffic (28%), social media engagement (25%), and audience growth (23%).

YouTube ranks second in boosting site traffic and third in social media engagement and audience growth. Meanwhile, TikTok ranks third in site traffic but second in both social media engagement and audience growth.

With this data in mind, according to our survey, it’s no surprise that TikTok, Instagram, and YouTube are the top social media platforms for short-form videos and will see more investments from marketers than the other platforms in 2025.

4 Top Social Media Video Trends to Watch in 2025

I meticulously combed through our Social Media Trends report for the latest trends, and here’s what I found.

1. Brands will prioritize partnering with smaller influencers to create social media videos.

Here’s my hot take: Influencer marketing will always be among the top strategies for marketers.

They’re the new generation of celebrities but are more relatable and accessible than their predecessors. As such, they have a close relationship with their audience, making them perfect for promoting your brand to new audiences.

Don’t believe me? Our survey shows that 77% of marketers say influencer marketing delivers better ROI than other channels. Moreover, 85% say influencer marketing has been effective this past year.

So, it makes sense that nearly half (46%) of marketers plan to increase their investment in influencer marketing in 2025, while 47% will keep with their current spending. Only 6% plan to reduce their investment at all.

But, while influencers are the new celebrities, it won‘t be celebrity influencers receiving the most investment from marketers. In 2025, it will be the smaller influencer’s time to shine.

The majority of marketers in our survey (67%) work with micro-influencers, and 32% of marketers say working with small creators with 1,000 to 100,000 followers will be a better investment than working with large influencers in 2025.

Why? Micro-influencers have niche audiences, making fostering personal connections with their followers easy. In turn, their followers are much more active and engaged than those of a macro- or celebrity influencer. And engagement is crucial for influencer marketers.

Our survey shows that 53% of marketers rank engagement as the top determining factor in choosing an influencer or creator to partner with.

2. Building community on social media will be crucial.

Nearly a third of marketers in our survey predict that building a social media community will become more important in the coming year. Moreover, 85% of marketers say that building an active community is important to an overall social media strategy.

So, what’s with all this focus on community marketing? Turns out there are three huge benefits to fostering community with your brand.

First, 30% of marketers report that community building on social media increases brand sentiment and loyalty. Second, 28% say it attracts more followers and subscribers. Finally, 24% say it incentivizes user-generated content.

And if you’re not sure about investing in community marketing, keep in mind your competitors likely will.

According to our survey, 64% of marketers plan on having a dedicated community manager, and 93% of marketers will either maintain or increase their investment in community marketing in 2025.

In a long story short, expect to see brands leveraging video challenges, user-generated content, and any type of video marketing involving audience participation and community building.

Duolingo is an excellent example of using video to build a thriving digital community. Marketers behind the language-learning app achieve this by participating in viral trends while incorporating user-generated-content and inside jokes among its users. 

3. Brands will find and test new/emerging social media platforms.

When TikTok surged in popularity in 2020, many brands were scrambling to find their audience on the app despite it having already been around for two years. Some brands found their footing rather quickly, while others still struggled to stand out among billions of users.

In 2025, brands want to avoid that same struggle. In fact, 30% of respondents to our survey say finding and testing new or emerging social media platforms will impact their brand this year.

This focus on new platforms has a lot to do with marketers wanting to stay prepared in case they have to suddenly pivot their strategies.

Think about it: TikTok went dark in the U.S. for just 12 hours, and marketers saw a pandemic turn the world upside down. And don’t get me started on concerns of recession.

Like my mother always says: It‘s better to stay ready so you don’t have to get ready. Therefore, be on the lookout for new or emerging social media video platforms and don’t be afraid to play around with them.

4. Brand content and tone will be tailored to fit each platform.

I’m a content creator with many creator and influencer friends, and we often discuss how each platform has its own vibe.

For example, an influencer may post a gorgeous Instagram Reel of them wearing a matching athleisure set and assembling all their cute Stanley Cup accessories before heading to a hot yoga session.

Not a single hair is out of place, and there isn’t a bead of sweat on it.

That same influencer will post a much less polished video of themselves on TikTok sweating and struggling their way through an intense workout routine, emphasizing the difficult and relatable journey of working toward their fitness goals.

We’re not the only ones who notice this difference. According to our survey, 28% of marketers say tailoring the tone of their content to fit the unique voice of each social media platform will be more important.

For example, the hair care brand Cecred has a different approach to both Instagram and TikTok. It’s Instagram mostly consists of high-quality, stylized photos and videos, whereas TikTok leans more toward funny, simple, unpolished content.

This reminds me.

Regardless of the social media platform you leverage, remember the Big 3 content formats:

• Funny
• Relatable
• Authentic

Our survey shows that 52% of marketers leverage funny content as part of their social media strategy, 50% label relatable content, and 42% leverage authentic or behind-the-scenes content.

I suggest playing around with these content formats on different platforms and seeing how they perform.

The Top Social Media Video Challenges Marketers Face

Of course, social media video marketing isn‘t without its challenges.

Social media trends are more volatile than Florida weather (I can say that because I’m a Florida native), and the customer journey becomes more complex as consumers flock to new channels such as live streams or social searches to find products.

As trends rapidly change, assessing what consumers find engaging and what‘s considered “cool” or current can be difficult. And as the customer journey changes, tracking ROI isn’t as clear-cut as it used to be.

As a result, the top three social media challenges marketers anticipate in 2025 are keeping up with new trends, measuring ROI, and creating engaging content.

As a marketer, you can navigate these changes by investing in a community manager who is tasked with building a community with your audience and keeping a pulse on the kinds of discussions consumers are having about your industry and brand.

This will keep you on top of trends and more prepared to create engaging, timely social media videos.

As for ROI, experiment with newer channels like social media live-shopping or social e-commerce. Track where and how consumers discover your videos and look for ways to simplify their buyers’ journey.

For example, beauty brands on TikTok often include links to their TikTok within their TikTok videos, so people who stumble upon their products while scrolling can buy without having to leave the app.

Get on Trend This Year

2025 is going to be an interesting year for social media videos, but as long as you keep the above information in mind, you’ll be prepared for what the year throws your way. Good luck!

Prior to launching my own marketing business, I worked at athletic apparel company Gymshark, driving our marketing strategy around community. I knew that bringing people together was powerful. I just had to move that concept out of the fitness space and into business. How hard could it be?

So, when I launched my community marketing agency, Butterfly Effect, I took a new approach. I put on my “professional” voice. I tried to stick to business talk and keep interactions transactional. But as I built more authentic relationships with decision-makers, I noticed that behind every corporate email address was a human being facing real challenges.

That’s when I had my biggest insight: B2B isn’t just business-to-business — it’s human-to-human. The approach didn’t have to be cold and calculated. I had to take the community-building playbook I knew well and adapt it to a new platform: LinkedIn. Here’s how I did it.

How LinkedIn Transformed Our Business

I noticed that despite having over a billion users, only 1% actively post on LinkedIn. Yet, that 1% drives 99% of all reach and engagement. By consistently showing up there, I not only built influence but created one of the most engaged personal brands on the platform.

So, instead of treating LinkedIn as a digital CV or occasional broadcasting channel, I made it the center of my business development strategy. This approach wasn’t just marginally successful — it transformed my career and business trajectory completely.

When we launched Butterfly Effect, we weren’t starting from zero — we had some investment. But instead of spending it on a sales team or aggressive marketing, we poured it into the service experience. Our money went into building the kind of agency we’d want to work with. We wanted to be rooted in value, creativity, and community — not cold calls and closing scripts.

So we made a decision that scared most people in the room: No sales team. No cold outreach. No funnels. No performance ads. Just community.

We believed that if we showed up with real value, built trust in public, and put people before pitches, the right clients would come to us. Everyone told us we were mad. But, as the momentum built, our community did the selling for us.

Within 12 months, we hit £2 million ($2.6 million U.S.) in revenue. All inbound. No outbound.

So, I made a decision: LinkedIn wouldn’t be a billboard. It would be the heartbeat of the business.

Three Ways You Can Use LinkedIn to Build Connection

1. Remember: LinkedIn isn’t for corporate updates — it’s for building credibility.

Most B2B brands treat LinkedIn as an afterthought, posting corporate updates that no one engages with. I’ve fallen into that trap too.

My light bulb moment was when I realized that behind every logo was someone trying to solve something. Behind every inquiry was a real person with a problem, a goal, or a dream. LinkedIn was where these people were gathering, listening, and looking for clarity.

So, I moved away from “look-how-great-we-are” updates. Instead, I wrote open playbooks and useful insights. Every post became a conversation starter, and every comment became a connection. Our messages were open doors, not pitches.

This approach allowed the team to build credibility. Each post built on the last, compounding visibility into reputation. When people were ready to work with us, they already felt like they knew who we were and what we stood for.

Action you can take today: Audit your last 10 LinkedIn posts. How many provide genuine value versus talking about your company? Commit to an 80/20 split — 80% valuable insights, 20% business updates — and watch your engagement transform.

2. Leverage your own LinkedIn, not just your company page.

If you only focus on your company’s LinkedIn page, you’re missing out. My business blossomed when I recognized that buyers trust people more than logos. To capture that trust, I needed to leverage my LinkedIn presence.

As the CEO, I gained credibility as an expert in my field, built direct relationships with partners, and turned my personal brand into a business growth engine.

From there, I kept a close eye on who was interacting with my posts. I knew my ideal customer personas (ICPs) and tracked their engagement closely. If I saw an ICP who might be interested in our work, I could then reach out while I was still top-of-mind.

Instead of generic sales pitches, I used DMs strategically, engaging in warm, high-intent conversations that felt natural and valuable. The most powerful shift came when I built genuine inbound demand. My content provided so much value that prospects started coming to me, eliminating the need for traditional outbound sales entirely.

This approach went beyond just me. My whole team engaged actively. They didn’t need to become creators. They became contributors in a different way. Whether it was jumping into comment threads, sharing POVs in DMs, or amplifying the conversations happening on our posts, their presence helped extend the trust we were building.

Action you can take today: Look at your business goals for the next quarter. For each one, ask: “How could community connection help achieve this faster or better?” Then, implement at least one community-driven approach to your most important objective.

3. Transform your LinkedIn into a hub for your ecosystem.

When I noticed the power of LinkedIn, I committed to showing up every day — sharing ideas, telling stories, asking questions, and most importantly being myself.

That consistency changed everything. Over time, my personal LinkedIn evolved into our biggest growth engine. It powered my personal brand and ensured our company page wasn’t just a static placeholder — it functioned like a living, breathing homepage.

People returned to our LinkedIn to understand who we were and how we thought. We became a stop for real collaboration, not just networking. LinkedIn was a town square — the place where we proved our thinking before anyone filled out a form.

With that reputation, we were able to expand beyond the digital realm. We launched Catalyst, a series of events bringing together marketing professionals to tackle industry challenges. The goal? Build trust, exchange knowledge, and forge real connections.

From that foundation, I took an even bolder step with Butterfly Effect — a dedicated space where businesses facing similar challenges could come together to solve problems collectively. This wasn’t just another networking group or shallow forum. It became a space where collaboration led to real outcomes, not just conversations.

Action you can take today: Identify the top problem your customers or industry faces right now. Post your approach, then create a simple collaborative space (even a basic LinkedIn Group) specifically focused on solving that problem together. Don’t sell — facilitate solutions.

Driving Success Through Community

The old ways of using LinkedIn, keeping knowledge proprietary, and maintaining artificial distance are falling behind. The path forward requires:

• Being yourself openly so people trust you.
• Building a community of people who share your values.
• Sharing what you know to help everyone grow.
• Working together to make progress that lifts your whole industry.

The moment business became personal for me was the moment everything changed. By embracing authentic human connection in every aspect of my work, I didn’t just find a competitive edge — I found meaning, impact, and sustainable growth that benefits everyone involved.

And, all of that happened on LinkedIn.

I’m fortunate to work on exciting marketing campaigns for fantastic Nickelodeon and Paramount+ titles. But I never forget that customer experience and marketing go hand-in-hand — everything I plan and execute is to fulfill customer wants and needs.

After all, Fluent Support stated that 89% of companies will compete primarily on customer experience by 2025. Brands can’t just focus on creating an amazing product and marketing it well. They also need to close the loop with positive CX.

Marketing plays a critical role in defining, communicating, and managing the customer experience. In this post, I’ll walk through how customer experience and marketing intersect, who owns customer experience, and the marketing best practices for supporting an organization’s CX.

Table of Contents

• Customer Experience and Marketing
• The Significance of Customer Experience
• Why Customer Experience and Marketing Go Hand-in-Hand
• Who owns customer experience?

The Significance of Customer Experience

Delivering experiences that delight customers takes a planned, proactive, and holistic strategy that spans the customer journey and lifecycle.

Rightpoint pointed out that customer-centricity, deep customer understanding, journey mapping, cross-functional collaboration, feedback loop, and employee empowerment are the key elements of a winning CX strategy.

Customer experience does not stop after the sale — in fact, some of the most powerful opportunities to create loyalty are experiences with service and support after the sale.

HubSpot’s Flywheel model offers a modern view of how companies can evolve by putting customer experience at the center of the organization’s focus.

The “delight” stage powers the “attract” stage of the inbound methodology because customers talk to others about their experiences, and word-of-mouth recommendations are one of the most powerful ways to attract new customers. I know I personally will make a purchase if even one of my friends or family members recommends it to me.

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In HubSpot’s 2024 State of Customer Service Report, we discovered many essential insights about customer experience, some of which I’ve detailed below:

• 55% of respondents say AI-powered chatbots are effective, and they prefer such self-service channels when seeking customer service.
• 77% of service teams are using AI and getting excellent results.
• 92% of service teams say AI improves their response time, improves CSAT (86%), and is essential to meeting business and customer needs.
• Service teams who have adopted AI say it has resolved 11-30% of their support volume.
• Leaders of organizations with collaborative service and sales teams are 76% more likely to claim their customer service strategy was effective in 2023.
• Leaders of organizations with collaborative service and marketing teams are 69% more likely to claim their customer service strategy was effective in 2023.

Ultimately, what it means to provide an exceptional customer experience is continually evolving, and marketing will need to work with sales and services teams to ensure they’re always keeping CX top-of-mind.

Why Customer Experience and Marketing Go Hand-in-Hand

You may be wondering, “Is customer experience part of marketing?” I get it — I felt that way, too.

Historically, customer experience has been strictly viewed as a priority for sales and service teams. But, there is a massive impact when marketing includes customer experience as a top goal.

1. Brand Promise and Follow-Through

Marketing builds a strategy that defines compelling brand messages and promises, and customers who invest in the brand trust that the marketing is authentic.

Customer experience can actually follow through on these promises, encouraging brand transparency and improved customer loyalty.

2. Customer Journey

The customer journey begins with marketing and continues through the customer experience. These are part of the same cycle and, thus, cannot exist without the other.

For instance, I work in title marketing for Paramount+ shows and movies. A large part of my job is ensuring we effectively promote the title across key touchpoints, from social to digital to out-of-home.

However, once we build awareness and gain acquisitions, retention is still hugely important, as we want the customers who signed up for Paramount+ to stick with us. This is where customer experience can play a huge role.

3. Revenue Growth

When CX becomes fundamental to marketing, the impact on revenue is massive. I found in my research that brands integrating these two elements see faster revenue growth (5.1x) compared to competitors with poor customer interactions.

4. Customer Loyalty

Along with revenue growth, companies that incorporate marketing and customer experience also see a huge increase in customer loyalty. 75% of customers remain loyal to brands with excellent customer support.

In addition, 77% of customers are more inclined to recommend a brand to others following a positive customer experience. In my opinion, customer experience is the new marketing — this symbiosis leads to enhanced customer retention and brand reputation.

5. Hyper-Personalization

In a crowded marketplace, I easily get tired of seeing the same marketing efforts repeated. Now, marketing can utilize AI to predict customer behavior, desires, and needs more accurately, which leads to a better customer experience.

For instance, many streaming services track users’ viewing patterns to recommend genres or titles. This combines targeted marketing with improved customer experience — I spend less time scrolling when great movies are suggested upfront — for a seamless, customer-forward brand.

Who owns customer experience?

Contrary to popular belief, customer experience is not owned by a single person or department. It should always be the shared responsibility of the entire company, although each team may support it in different ways.

For instance, some companies have a Chief Customer Officer (CCO) overseeing CX. However, this isn’t as universal as it should be; thus, customer experience is often managed cross-functionally by teams like marketing, sales, and operations.

The advent of digital marketing gives marketers the tools to interact with buyers at the individual level — through channels and touchpoints at every stage of the lifecycle. In turn, customer experience becomes important for the success of digital marketing.

While the entire organization is responsible for experience delivery, marketing is often best positioned to listen to, analyze, and advocate for customer needs. By delivering reliable, fact-based insights about customer experience, marketing helps overcome the siloing of departments, which is a major detractor to a consistent CX approach.

Let‘s explore the current marketing best practices for supporting an organization’s customer experience strategy.

1. Listen to customers at scale — and share their insights.

Conversations data: Marketing that meaningfully impacts the audience requires understanding customer experience and marketing analytics and interpretation of conversational data. Data is not only used for targeting marketing campaigns but also for improving the customer experience.

Segmentation: Digital marketing automation platforms make it easy to track and act upon data. Data such as customer history, behaviors, and interests make it possible to develop segments to target customers better, and they also provide insights on how to deliver a more satisfactory experience.

KPIs: Key performance indicators such as conversion rate, churn, retention rate, and patient satisfaction scores should be identified, monitored, and tracked in a manner that is highly visible to all teams. These shared insights drive change and reinforce progress, identify areas for improvement, and support a culture in which everyone is responsible for delivering an exceptional experience.

2. Know the voice of the customer.

Direct customer feedback is foundational for understanding and improving experiences. My team at Paramount continues to use traditional research methods, such as satisfaction surveys, focus groups, and interviews. These play a pivotal role in assessing satisfaction and capturing the voice of the customer.

However, digital technologies are providing new ways to supplement this information. Tools such as social listening, live chat, and website analytics provide opportunities to keep a pulse on customer feedback in real time.

Additionally, sales and service delivery teams can capture customer feedback through observation, field reports, and complaint logs. Regardless of method, following a journey or experience map can ensure effectively capturing feedback about the holistic experience rather than siloed stages.

HubSpot offers customer journey map templates, which help organizations outline the customer journey across several phases, such as lead nurturing, customer churn, and future state. I love how interactive these templates are, providing thought-provoking questions to get marketers into customers’ brains.

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Ultimately, marketing’s role is to work across departments and stages of the lifecycle to consolidate feedback, identify themes, and use the voice of the customer to bring about change.

3. Collaborate cross-functionally to foster change.

Unfortunately, it’s common for marketing teams to take responsibility for attracting prospects and generating leads but then have little involvement after qualified leads are handed to sales, leading to a disjointed customer experience.

Instead, we can bring the results of listening at scale to collaborate on making business processes more customer-centered. When marketing develops insights about customers, this knowledge gives teams a common objective basis for working together on changes to improve the customer experience.

Simply put, we marketers can support the customer experience by creating meaningful, valuable content for the buyer journey and identifying buyer segments and personas to target.

Additionally, the insights from listening at scale can have a much broader impact when shared and used as a springboard to identify bottlenecks, solve problems, and redesign processes in customer-focused ways. I recommend that marketing teams create workshops or brainstorming sessions cross-departmentally to generate solutions and obtain buy-in for change.

Of course, it’s difficult for marketing to bring about change without executive buy-in. One way they can engage and obtain support from executive teams is to calculate the ROI of improvements to the customer experience.

Satisfaction and Net Promoter Score (likelihood to recommend) are two popular KPIs. Others include churn rate, resolution time, or conversion rates.

4. Invest in automation.

Consider both marketing and service automation software to create an ideal customer experience. Marketing automation facilitates an improved customer experience by providing clients with the right information at the right time.

For instance, automation drastically shortens follow-up time. This is critical because the average response time for customer service chat is 2 minutes, but customers expect replies within 45 seconds to feel satisfied.

Marketing automation not only improves the overall customer experience but is also critical to lead generation. Therefore, organizations can benefit from investing in automation software like HubSpot’s Marketing and Service Hubs.

Marketing Hub helps businesses attract, engage, and convert leads through marketing tools, including email marketing, social media management, analytics & reporting, and lead management, all of which enable teams to manage marketing campaigns effectively.

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Service Hub focuses on improving customer support and retention through tools like a help desk and ticketing system, knowledge base, omnichannel support, and AI-powered assistance, all of which help manage customer conversations and improve satisfaction.

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Together, they create a seamless customer journey from lead attraction to retention. Since both share a centralized HubSpot CRM, marketing and service teams can access the same customer data to inform next steps more easily.

These teams can also utilize shared insights to inform their separate goals. For example, marketers can use Service Hub insights, such as common customer pain points, to create more targeted marketing campaigns. On the other hand, service teams can use Marketing Hub data, such as buyer personas, to offer customized support.

There is no end to the insights teams can share when investing in both Marketing and Service Hubs. This symbiosis offers the perfect opportunity for marketing teams to prioritize the customer experience since the customer service information and data are readily available.

Experience the Power of Customer Experience

Ultimately, to create an exceptional customer experience, I believe companies need collaboration from all three of the organization’s departments — marketing, sales, and service.

However, the responsibility can fall on marketers to lead the way by ensuring that when collecting research for marketing efforts, they share those results with sales and service and remain open to their feedback.

Check out The Ultimate Guide to Sales and Marketing to help integrate a stronger partnership between these teams at your own company.

Editor’s note: This post was originally published in December 2019 and has been updated for comprehensiveness.