Category Marketing

Why governance maturity is a competitive advantage for SEO

By in Email Marketing, Marketing Tag

Written by Ash Nallawalla AI Overviews, redesigns, and rogue launches expose weak SEO processes. Discover why visibility governance protects rankings and teams. Let me guess: you just spent three months building a perfectly optimized product taxonomy, complete with schema markup, internal linking, and killer metadata.  Then, the product team decided to launch a site redesign without telling you. Now half your URLs are broken, the new templates strip out your structured data, and your boss is asking why organic traffic dropped 40%. Sound familiar? Here’s the thing: this isn’t an SEO failure, but a governance failure. It’s costing you nights and weekends trying…

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How B2B Prospecting Has Changed

By in Marketing Tag

by Ayaz Nanji Most marketers and salespeople say B2B buyers are less trusting of prospecting today compared with in the past, according to recent research from Sopro. The report was based on data from a survey conducted in October 2025 among 442 B2B sales and marketing decision-makers in the United Kingdom and the United States. Some 61% of respondents believe B2B buyers are less trusting of prospecting than before, 33% say buyers now expect more information and personalization, and 31% say buyers tend to be further through the research process before engaging with salespeople. Some 34% of sales respondents say deals now involve more decision-makers…

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How Law Firms Can Use Social Media for Content Marketing

By in Business Management, Marketing

By Lauren Basiura Social media used to be the melting pot for lifestyle brands and influencers. Now, law firms are pushed to use it for sharing knowledge, building credibility, and connecting directly with their clients. Unfortunately, a lot of practices are falling behind. The good news is – when done right, social media can position your firm as a trusted source of insight while driving measurable business growth. You know more than anyone that clients rarely make decisions overnight. They research, read reviews, and assess a firm’s expertise before reaching out. Social media content that’s consistent and relevant keeps your firm relevant…

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Adaptive marketing: Proven strategies for growing companies

By in Marketing

Written by: Kayla Schilthuis-Ihrig The best marketing isn't chiseled in stone. Apative marketing is alive, responding to new tools, shifting consumer preferences, trends, and real-time data. Changing with the trends gives brands a competitive edge, if marketing teams handle it correctly. Learn More About HubSpot's Enterprise Marketing Software Many traditional marketing tactics (like brochures, billboards, and magazine ads) aren't adaptable. Digital marketing can always be tweaked and improved based on performance. Tools like Marketing Hub use data-driven segments to help create adaptive, personalized offers. Adaptive marketing offers a greater competitive edge than ever before. An adaptive marketing approach gives brands the…

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How AI-Driven Creative Is Redefining B2B Advertising Performance

By in Artificial Intelligence and Machine Learning, Marketing

by James Wilson B2B advertising has finally outgrown its obsession with vanity metrics. Today, the smartest players in advertising are trading broad impressions for tangible business outcomes. Traditional metrics such as click-through rates and eCPM are increasingly insufficient for enterprises that demand demonstrable contributions to revenue, pipeline acceleration, and long-term customer value. Concurrently, the rapid evolution of AI—particularly generative and predictive models—is enabling marketers to reimagine creative development, audience engagement, and performance optimization with a results-centric lens. AI-driven creative approaches are transforming B2B advertising performance, moving teams from insight generation to tangible impact. The Traditional Paradigm: Why Change Was Necessary Historically,…

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7 digital PR secrets behind strong SEO performance

By in Marketing Tag

Written by Andrew Holland As informational search declines, digital PR is driving authority, relevance, and high-intent results in SEO. Here’s how it works. Digital PR is about to matter more than ever. Not because it’s fashionable, or because agencies have rebranded link building with a shinier label, but because the mechanics of search and discovery are changing.  Brand mentions, earned media, and the wider PR ecosystem are now shaping how both search engines and large language models understand brands. That shift has serious implications for how SEO professionals should think about visibility, authority, and revenue. At the same time, informational search traffic is shrinking. Fewer people are…

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Email marketing reporting: Our top best practices and tool recommendations for 2026

By in Email Marketing

by Justina Thompson Here’s a (maybe) mildly spicy hot take: Email marketing reporting is the backbone of any performance-focused email strategy. Without it, you’re sending campaigns into a void, unable to see what’s working, what’s falling flat, and most importantly, what’s driving revenue. The top reporting features in email marketing software go far beyond open rates and click-throughs. Today’s email reporting tools enable closed-loop reporting, connecting every email touchpoint to pipeline outcomes and customer lifetime value. This means marketers can finally answer the question executives care about most: How does email contribute to revenue? In this guide, I'll break down what…

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Google may be cracking down on self-promotional ‘best of’ listicles

By in Marketing

Written by Danny Goodwin SaaS brands saw 30–50% visibility drops after heavy use of self-ranked 'best' pages, possibly signaling stricter Google review trust signals. Google may finally be starting to address a popular SEO and AI visibility “tactic”: self-promotional “best of” listicles. That’s according to new research by Lily Ray, vice president, SEO strategy and research at Amsive. Across several SaaS brands hit hard in January, a pattern emerged. Many relied heavily on review-style content that ranked their own product as the No. 1 “best” in its category, often updated with the current year to trigger recency signals. What’s happening. After the December…

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The Role of Websites in the Age of AI

By in Artificial Intelligence and Machine Learning, Marketing

by Shawn Davis Websites have been the cornerstones of the internet economy for years. In the new age of AI, however, many are questioning if this still rings true. With organic traffic decreasing by up to 64 percent, a new AI browser launching every day, and consumers increasingly handling their needs through AI chat interfaces, brands are looking at their online presences through fresh eyes. Consumers have fewer reasons to leave their favorite LLMs to browse, research, and even purchase new products. This is upending the way we use the internet, and website builders are asking themselves what role, if any, webpages…

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Your local rankings look fine. So why are calls disappearing?

By in Marketing Tag

Written by Michel van Luijtelaar AI local packs and ads are shrinking organic space. New data shows why calls drop even when 3-pack positions hold — and what you must change. For many local businesses, performance looks healthier than it is. Rank trackers still show top-three positions. Visibility reports appear steady. Yet calls and website visits from Google Business Profiles are falling — sometimes fast. This gap is becoming a defining feature of local search today. Rankings are holding. Visibility and performance aren’t. The alligator has arrived in local SEO. The visibility crisis behind stable rankings Across multiple U.S. industries, traditional…

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