Marketing Strategy

Running content strategy for B2B SaaS companies taught me that a digital marketing strategy for startups can’t just copy enterprise playbooks. Content calendars, lead-scoring models, and expensive ABM campaigns? They fell apart when applied to early-stage businesses with tight budgets and small teams. After working with several startups, I’ve seen exactly which scrappy marketing tactics drive leads and revenue — without draining time or budget. If you’re scaling a startup, these are the strategies that actually work. Table of Contents 10 Non-Negotiables of a Digital Marketing Strategy for Startups Startup Marketing Ideas 5 Startup Marketing Tactics to Explore 1. Use SMART goals to focus on business-critical goals upfront. When I started helping startups with their marketing, I noticed a common pattern: many tried to do everything at once. Through trial and error, I learned that focusing on a few business-critical SMART goals works much better than spreading yourself thin. These are goals that are Specific, Measurable, Attainable, Relevant, and Timely. In my work with early-stage companies, I’ve found these types of SMART goals particularly effective: Increase organic traffic to our website by 50% by 2022 Create 10 new sales-focused blogs by Q3 Secure five placements in online media using digital PR by X date The purpose of SMART goals is to set businesses up for success. They provide a sense of direction and help to organize efforts. And, while SMART goals are invaluable for any organization, they’re particularly beneficial for start-ups. Instead of trying to do everything at once, focus on the most business-critical goals, put everything you have behind them, and tackle things in a strategic way. For instance, rather than spreading your time across several initiatives (some of which may not be important right now), focus on three or four that will lay a foundation for your activities or support your current efforts. If you’re launching a new product, for instance, focus on the development but also set goals like: Create 10 new blogs to build awareness of the product by X date Publish two new web pages to promote the new product by X date Secure five placements in online media using digital PR by X date These are just some examples, but they can undoubtedly help raise the profile of your business idea without costing much — the only real expenditure is time. Instead of spreading your capabilities across several initiatives, try focusing on those that will support what you’re doing right now. The key to sustained growth is consistency and focus, and SMART goals enable you to do just that. 2. Create detailed documents to distinguish who your target buyers are. SMART goals give your marketing efforts direction and focus, but who are you marketing to? For your start-up’s marketing efforts to bring in tangible results, those efforts need to be tailored to your ideal target audience. Now you’ll probably have a good understanding of who you want to do business with, but have you articulated that to the rest of your team or — at the very least — put together a document detailing who your buyer personas are? It‘s here where buyer personas come in handy. Buyer personas are semi-fictional representations of your ideal customers. They’re based on market research, current data, existing customers, and a few educated assumptions. Buyer personas help you understand the drivers, business challenges, and needs of those you want to market. It’s also important to note that buyer personas are not real people but archetypes of them. Now that we’ve briefly covered buyer personas, you might be wondering, “Okay, but what makes them so valuable to my start-up?” Buyer personas allow you to refine your marketing and segment your audience(s). You want and need quick wins during the product development and release stages, so why waste time (and money) casting the widest net possible when you can hone in on those most likely to buy from you? Your buyer personas give you a good idea of who these people are. Use that information to build marketing and PR campaigns focusing on the right people at the right time and place of their buyer’s journey. 3. Have clear, compelling messaging. If you’ve ever seen a Ronseal advertisement, you’re likely already familiar with the following phrase: “It does what it says on the tin.” In an age of slick, big-budget marketing campaigns and buzzwords, it falls to you to keep your messages clear and concise. People don‘t want platitudes or jargon. They want to understand what your product does and how it can help them solve their business challenges. In fact — and this may sound harsh — it’s not even about your business. It’s about how you can help your potential customers. With this in mind, any messaging that your startup creates (and this applies to all businesses of any size) needs to be created with the end user in mind. It needs to be simple, informative, and compelling. This will help convert the website traffic you generate into leads. 4. Create a content marketing strategy to generate leads. You need a plan for bringing prospects to your site. Content marketing is all about producing high-quality content that answers your prospects and customers’ questions, and nurturing them to a point of purchase. Source When I work with startup clients now, I always emphasize that blogs are just the beginning. Each piece needs to be optimized for long-tail keywords that your target audience actually searches for. I’ve seen this simple approach help numerous startups build their digital footprint without a massive marketing budget. The content you create also helps to generate leads and demonstrate your expertise. You could, for instance, produce informative ebooks and gate them behind landing pages on your website. Visitors can then download your ebooks in exchange for their details. With this approach, you know that those who do download your ebooks are interested in hearing from you. The ebooks you create will be particularly useful for targeting “early adopters” i.e., those who want to be

From short-form videos to SEO to influencer marketing, today’s marketers have more marketing channels to choose from than ever before. When it comes to identifying which channels to focus on, it all comes down to your specific company, product, and target market. But I know firsthand how helpful it is to see how your fellow marketers are navigating the evolving landscape. That’s why I’m excited that the HubSpot team surveyed over 1,700 B2B and B2C marketers to explore the most used marketing channels. Below, I’ll share the top marketing channels identified in that survey. I’ll also discuss how these channels can help amplify your reach and how real marketers are planning to implement them into their 2025 strategies. Table of Contents Top B2B Marketing Channels Top B2C Marketing Channels Social Media Marketing Video Marketing Influencer Marketing Search Engine Optimization Podcast Marketing My Takeaways on the Top Marketing Channels Top B2B Marketing Channels Before I dive into the channels marketers are focusing on, I want to highlight who they’re marketing to. Over 70% of B2B and B2C marketers plan to target Millennials in 2025, followed by Gen Z at over 30%. Meanwhile, marketers’ interest in reaching Gen X and Baby Boomer audiences is down 30%. When it comes to how marketers plan to reach these decision-makers, our survey found that the channels seeing increased investment in 2025 are: Brand awareness. Website/blog/SEO. Paid social media content. Organic social media content. Video marketing. Of marketers, 92% plan to maintain or increase investments in brand awareness in 2025, making it the top marketing channel across the board. Additionally, 13% of marketers plan to invest in brand awareness for the first time in 2025. Brand-led marketing campaigns are becoming a top priority as consumers seek authenticity. Marketers plan to use brand-led campaigns to communicate their brand values, such as social responsibility. I’m not surprised by this response, given that 65% of marketers reported that addressing social issues in marketing campaigns in 2024 was effective for their brand. The top B2B marketing channels that resulted in the best ROI in 2024 were: Website, blog, and SEO. Paid social media content. Social media shopping tools. In my opinion, one of the most interesting findings from the HubSpot survey is that both B2B and B2C marketers are leveraging visual content over text-heavy content. As a B2B marketer and writer, I’m personally drawn to text content like blog posts. But I can’t deny the impact of visual storytelling. Attention these days is limited, so it makes sense for both business-facing and consumer-facing businesses to use strong visuals to grab their audience’s attention. The content formats that B2B marketers are using most are short-form video (30%) and images (29%), followed by interviews (24%) and blog posts (23%). With increasing content needs, especially on the visual side, marketers are turning to AI tools to help them generate more content. One in four marketers plan to leverage using AI to turn text into multimedia campaigns. Moreover, the survey found that there’s still a learning curve that comes with AI for B2B and B2C marketers alike. Marketers are reporting that they feel overwhelmed by the idea of incorporating AI into their marketing strategies and workflows, with less than half saying they have a clear understanding of how to use AI in their marketing strategy. When it comes to social media channels, the data shows that LinkedIn is a more important platform for B2B brands than B2C, with B2B marketers substantially more likely to report investing in this platform. Finally, the top marketing strategies that B2B marketers are turning to in 2025 are: Using AI to turn text into multimedia campaigns. Using AI-powered reporting tools to evaluate the ROI of campaigns. Automating marketing strategy and execution with AI. Creating content that reflects your brand’s values. Personality-led content, creators, and authentic engagement. Top B2C Marketing Channels Many B2C marketers use platforms similar to their B2B counterparts but with a few key differences. For B2C brands, the top marketing channels with the best ROI in 2024 were: Email marketing Paid social media content Content marketing Like B2B, the top content format for B2C marketing was short-form video. Of B2C marketers, 30% say they use short-form video as part of their content strategy. Compared to B2B marketers, B2C marketers incorporated more user-generated content (UGC) and live streaming in their content. B2C marketers are also prioritizing authenticity in their marketing in 2025 and will likely use social media channels to do so. HubSpot’s survey offered further support for the importance of social media, finding that B2C brands are planning to invest in Facebook, Instagram, YouTube, and TikTok in 2025. Finally, the top B2C marketing strategies for 2025 are: User-generated content. Creating content that reflects your brand’s values. Leveraging AI to turn text into multimedia campaigns. Using social media DMs (direct messages) for customer service. Using AI-powered reporting tools to evaluate the ROI of campaigns. Social Media Marketing In 2025, I expect to see the rise of visual social media content driven by compelling storytelling. The HubSpot survey found that consumers are looking for even more authenticity than ever before, and I think marketers will meet that expectation with brand-led social content and increased partnerships with content creators. In fact, marketing leaders are prioritizing hiring for social media, creative, and content roles in 2025. The top marketing role that leaders are making a recruiting priority in 2025 is a social media coordinator. Other top-priority roles include a content creator and social media strategist. According to HubSpot’s survey of marketing professionals, the top performing content format in 2024 was short-form video. This points to the impact of social media — one that will continue to grow in 2025. The top social channels for 2025 are YouTube, Instagram, and TikTok. These channels make sense to me given that they all offer opportunities for short-form video. Video Marketing Now is the time if you’ve yet to invest in video marketing. Across industries and markets, I’ve found that video can be a

As a marketer who’s familiar with the different marketing tricks brands pull, I’m good at resisting the allure of commercials. That is, until a luxury brand marketing strategy sweeps me off my feet, transforming my casual scroll into an aspirational shopping session (even if I’m just looking through the digital store window). One moment, I’m dismissing ads. The next, I’m all in for that sleek wristwatch or captivating perfume I absolutely don’t need. Do I still put it in my shopping cart? Guilty — I admit. That’s how good marketing works — even the strongest fall. So, in this piece, I’ll explore the top strategies from the best luxury brands worldwide and share the secrets you simply want to know. Table of Contents What is luxury marketing? Elements of Luxury Brand Marketing Luxury Marketing: How it Differs from a Traditional Brands Luxury Marketing Strategy Examples What You Can Learn From Luxury Brand Marketing What is luxury marketing? Luxury marketing is a marketing approach that focuses on promoting high-end, premium products and services. Luxury marketing goes beyond simply highlighting product features and quality. Instead, it crafts an exclusive brand narrative that emphasizes heritage, superior craftsmanship, scarcity, and prestige. Source With this kind of marketing, every element — from product design and pricing to customer experience and distribution — is meticulously curated to create an aspirational image. Think Schiaparelli couture and Birkin bags. My favorite luxury brand is Rolex, the iconic watchmaker, but I’ve always wondered why people would shell out tens, if not hundreds, of thousands of dollars on a wristwatch. It didn’t seem practical, or dare I say, necessary. There are much cheaper watches out there that look good and can tell time just fine. (Psst: Subscribe to Masters in Marketing newsletter for weekly insights from top brands. Plus, for one week only, 100 readers can win our limited Kit!) But one day, it dawned on me that Rolex doesn’t just sell watches; it sells a legacy of precision, exclusivity, and success. And the reason rich people buy it isn’t just because they can afford it. It’s all down to Rolex’s marketing. The brand’s marketing strategy includes: Limited production runs and high price points that create a sense of scarcity and desirability. Marketing materials that highlight the brand’s long history, intricate craftsmanship, and dedication to precision. Imagery and storytelling that evoke success, achievement, and a lifestyle associated with high status. These three things — exclusivity, heritage and craftsmanship, and emotional connection — are the bedrock of luxury marketing. They’re what helps luxury brands reinforce their image (and products) as a symbol of excellence and affluence. Elements of Luxury Brand Marketing Luxury brand marketing is carefully orchestrated to build an elite image. Here’s an in-depth look at the strategy. 1. Target Audience Luxury brands are expensive. I’ll talk about pricing soon, but when these brands make their products, they don’t try to sell them to the average person. Instead, they zero in on a niche subset of people who value exclusivity, quality, and an aspirational lifestyle. Every time I watch a luxury ad, I’m always struck by how they speak directly to people who see value in exclusivity. These folks are willing to invest in a lifestyle rather than just a product. Rather than simply segmenting by age, income, or location (as in regular marketing), these brands focus more on psychographics. They seek to understand the lifestyle, aspirations, and emotional drivers of their consumers, who are typically well-educated, affluent, and culturally discerning. Their target audience determines the kinds of products these brands create and the media through which they market those products. 2. Brand Heritage and Storytelling Luxury brands, like Hermes and Chanel, were often established decades (or over a century) ago. They lean on a rich history and compelling narratives to set themselves apart. These stories about origin, product evolution, craftsmanship, or cultural significance help create a deep emotional connection with the audience. The narrative explains not just what the product is but why it matters in a broader context. I think this element is particularly effective because it transforms a simple purchase into an experience steeped in tradition and meaning, making the consumer feel a part of something timeless. For example, on LVMH’s website, there’s a section that describes how Hubert de Givenchy built the Givenchy Maison by predicting the “casual chic and democratization of luxury that would leave its mark on the 20th century.” So, when you buy a dress from the house of Givenchy, you’re partaking in Hubert’s genius. It’s not just a dress anymore. It’s prestige. 3. Exclusivity and Scarcity While the exact number of bags it produces every year remains a closely guarded secret, Hermes ensures that the number of Birkin bags available is always less than the demand. That’s why the bags are so expensive and have a high resale value. In fact, there used to be a waiting list that people had to join before they could own one of these highly sought-after bags. Now, Hermes has scrapped the waiting list and made the process of getting a Birkin even more nuanced. Hermes, however, isn’t the only luxury brand that does this; most luxury brands make their products scarce and exclusive on purpose. Scarcity drives desirability. When items are hard to come by, they often seem more valuable and coveted. By limiting product availability or crafting unique, bespoke offerings, brands ensure that their customers feel privileged to own something few others do. 4. Product Quality and Craftsmanship At the core of every luxury brand is an unwavering commitment to quality and craftsmanship. For example, Patek Philippe prides itself on assembling all its wristwatches by hand. And, in 2019, haute couture designer Elie Saab and his team spent 800 hours making a wedding dress. With luxury brands, every detail of a product is meticulously designed and executed, often by artisans who have honed their skills over years of dedicated practice. This dedication to superior quality ensures that each product is not only functional

For most of us, digital forms a significant part of our overall marketing strategies. Consumers and businesses alike are almost always online and on the go, so you want to be able to reach them wherever they are. But this ever-changing digital landscape can quickly become overwhelming. I’ve put together this guide — with a free template — to help you efficiently create, fine-tune, and maintain an agile digital marketing strategy and improve your digital presence. Table of Contents Marketing Strategies vs. Marketing Tactics Components of a Digital Strategy What is a digital marketing campaign? Digital Marketing Strategy Template Digital Marketing Campaign Examples Digital Strategy Examples Building My Own Strategy Marketing Strategies vs. Marketing Tactics Are you confused about the difference between a marketing strategy and marketing tactics? You can think about it like this: strategy is planning, and tactic is doing. Having a strategy without ways to act on it (tactics) is daydreaming, and taking actions with no common goal or plan (strategy) wastes your time. Let’s dive a bit deeper into the differences between the two. Characteristics of a Strategy Marketing or not, there are three parts to any strategy: 1. A diagnosis of your challenge. 2. A guiding policy for dealing with the challenge. 3. A set of targeted actions is necessary to accomplish the policy. Depending on the scale of your business, your marketing strategy may include several moving parts, each with different goals. With that said, working on your strategy can become daunting at times. So, if you’re ever feeling overwhelmed about your marketing strategy, refer to these three steps to keep you focused on achieving your objectives. (Psst: Subscribe to Masters in Marketing newsletter for weekly insights from top brands. Plus, for one week only, 100 readers can win our limited Kit!) Characteristics of a Tactic While strategies provide a framework for your overall vision, tactics determine the specific steps taken to execute that vision. A good tactic should: Be specific, actionable, and measurable. Align with the overall strategy. Have a relatively short timeframe. Depending on your marketing strategy, your tactics may include email marketing campaigns, publishing a blog, or organizing an event. Now, let’s look at digital marketing strategy. A strong digital marketing strategy helps your business achieve specific digital goals through carefully selected mediums. Similar to marketing strategies versus marketing tactics, “digital marketing strategy” and “digital marketing campaign” are also often used interchangeably. So, how do they differ? I’ll discuss that in the following sections. Components of a Digital Strategy Goals and Objectives First of all, you’ve got to lay out your main goals and specific objectives to build an effective digital strategy. Goals are big-picture ideas, while objectives are more detailed and easier to measure. They have clear deadlines and show what success looks like. Here is an example of how I like to think about the difference: Goal: To increase brand awareness. Objective: Grow social media following by 20% within the next quarter. See the difference? When it comes to goals, you can define and measure them through SMART goals and criteria. Source Audience Analysis Next step — get to know your audience. Research and identify the specific groups of people you want to reach. Consider their age, where they live, and how much money they make. What are their interests? What issues do they face? Where do they spend their time online? Study their online behavior, preferred websites, and what they like to read or watch, so you can pick the best platforms and make content that grabs their attention. Pro tip: Take it further with Customer Profiling in 10 Easy Steps [+ Templates] Content Plan A content plan is the most interesting and, at the same time, most challenging part of any strategy. Your content must inform, entertain, and engage. Here you need to “spy” on your audience again. What kind of content do they devour? Where do they leave the most comments, likes, and shares? When do they mostly check in (morning, lunch, bedtime)? Here are my top tips for creating a content strategy that works: Content variety. Use blog posts, videos, infographics, and more content formats to keep your audience engaged. Unique research and case studies are also great. Content pillars. Build content around core ideas that resonate with your brand and audience. Content calendar. Use a content calendar to stay consistent and ensure a steady flow of material. SEO. Research keywords and sprinkle them in for better online visibility. Content repurposing. Turn successful content into new formats to maximize its reach. Tracking and adapting. Use Google Analytics data to see what works and adjust your strategy accordingly. Pro tip: Take your content strategy to the next level with this handy guide: How to Develop a Content Strategy in 7 Steps: A Start-to-Finish Guide UX Design Every digital strategy should prioritize a good user experience. Your site or app needs to be functional, enjoyable, and easy to use. It must be clear, intuitive, and frustration-free. Otherwise, you risk losing potential customers. Here are my tips for good UX: Clear navigation. Make the menu simple so customers can find what they need easily. Simple forms. Keep forms short with clear instructions and no annoying error messages. Mobile-friendly design. Your site must look good and work well on any device. Fast loading speed. Speed up your site to keep visitors and improve user experience. Pro tip: Explore more UX design with our article Perfecting Your Digital UX Design — The Tips You Need to Know Data Analytics Data analytics track traffic, analyze which parts of the campaign resonate most, and even pinpoint where users might be dropping off. Data analytics can also track how users behave, understand what they like, and even predict future trends. Managing data analytics can be overwhelming, but HubSpot’s Marketing Analytics & Dashboard Software makes it easy to keep track of all your marketing efforts effortlessly. This lets you identify what‘s working and what’s not. You can then refine your approach, optimize content

Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the future will bring in the next five years or so. If you haven’t revisited your marketing strategy for a few years, or you’re seeing some key metrics drop, it’s time to roll up your sleeves and get to the bottom of it. That’s what a marketing audit will help you with. In this piece, we’ll take a closer look at marketing audits, the best time to conduct one, and a few best practices to pull one off. Table of Contents What is a marketing audit? Elements of a Marketing Audit Who does a marketing audit? When should I do a marketing audit? How to Do a Marketing Audit [+ Best Practices] Marketing Audit Example To get the best results, your marketing audit should be objective, systematic, and recurring. The objective is to ensure it’s free of bias. A systematic approach ensures your audit is structured, organized, and measurable. A recurring audit helps you discover and address problems early on. Keep in mind that a marketing audit can encompass your entire operation or a subset of it — such as a specific campaign, process, or focus (e.g., social media marketing). Elements of a Marketing Audit A comprehensive marketing audit may include one or more of the following elements: 1. SWOT Analysis A SWOT analysis outlines the strengths, weaknesses, opportunities, and threats of your marketing. Using this framework, you can take inventory of your marketing assets and roadblocks. 2. Competitive Analysis As the name suggests, a competitive analysis takes stock of the strengths and weaknesses of your competitors. It puts a magnifying glass on their products, prices, marketing strategies, campaigns, and target audience. 3. Market Research Even if you think you know your customers through and through, market research can reveal even deeper insight into their needs, preferences, motivations, and behaviors. On top of that, you can tap into emerging trends and new opportunities in the marketplace, helping you stay ahead of the curve. Who does a marketing audit? It’s common for companies to outsource marketing audits to a third party. This is for a few reasons. Firstly, it’s time-consuming. If you don’t have a large team that has the time to dedicate days, if not weeks, to market research and internal data analyses, working with an external partner might be the way to go. Secondly, your audit needs to be as objective as possible. If your team has been responsible for a lot of the existing marketing strategy, it might be hard to examine it without bias. Third-party firms also have more experience conducting audits, and that experience really matters. They’re often better equipped to identify best practices and opportunities for improvement and may have access to specialized tools, technologies, and research capabilities. This doesn’t, however, mean that you cannot do a marketing audit yourself. If you have time and resources (i.e., people) you can give it a go. Alternatively, you could also decide on a mixed approach, as Jacob Barnes, founder at FlowSavvy, suggests. “Outsource your analysis from time to time. External audits can reiterate that your in-house team is on track and making the right moves. It also helps to reduce any biases in the assessments or conclusions,” he told me. Pro tip: If you choose to conduct your audit internally, this market research kit can provide a great starting point. When should I do a marketing audit? As I mentioned above, a marketing audit should be conducted on a regular basis. After all, the sooner you capitalize on what‘s working (and remedy what’s not), the stronger your marketing plan will be. The exact frequency of your audits depends on your organization’s industry, size, and goals. Generally, it’s good practice to conduct an audit on an annual basis. Other factors may trigger the need for an audit, including: Significant market changes (e.g., a new competitor). Lack of results. Notable business changes (e.g., a merger). Planned investments (e.g. a product launch). Now, let’s cover the steps for conducting a marketing audit and a few best practices. 1. Choose what you want to audit. As I already mentioned, your marketing audit can cover your entire operation or target a specific campaign, process, or area. Ultimately, what you choose to audit is entirely up to you and will depend on your marketing priorities. That said, your marketing is likely comprised of interrelated components, so it can be beneficial to look at your entire conversion funnel. That’s what I heard from Arham Khan, founder and CEO at Pixated. He said they did an audit for an ecommerce brand whose product pages were getting decent traffic, but conversions were down. The team knew immediately where the gap was: the product pages needed work. “After our CRO experts took a detailed look, we identified the problems. Their product descriptions read like bad novels, and the ‘buy’ buttons got lost in the clutter. We took things back to basics and simplified it. Punchy product descriptions replaced the waffle, we brought the product images into focus, and made those call-to-action buttons impossible to miss,” said Khan. The results spoke for themselves: product page views jumped 28%, and conversions climbed 32% in just a few weeks. 2. Identify your goals and objectives. Want to know which of your social media campaigns are performing well? Or how your content strategy stacks up against your competitors? Or, maybe, you want to refresh your branding or customer personas. Start by picking an objective that will serve as the “North Star” for your audit. Next, break down your object into measurable goals. For example, suppose your main objective is determining which social media channels provide the best engagement. In that case, your goal might be, “Meet a minimum quota of 200 new followers per month on TikTok.” Then, your marketing audit

As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition costs benchmark (CAC). These benchmarks are helpful for everyone in business to know, but especially important for sales and marketing teams. I work primarily in the B2B space, and the B2B cost per lead benchmark is one of the most valuable metrics. B2B sales cycles can take a long time, and it can be tricky to determine the exact customer acquisition costs, but you must get as close as possible to these numbers. To help refine your marketing strategy to lower the costs of acquiring leads and customers, here are some helpful CPL and CAC benchmarks, plus insights from a recent HubSpot survey of hundreds of marketers. I wanted to look at what the numbers tell us about CPL and CAC, alongside the behaviors of marketers in 2025. Table of Contents Most Effective Strategies for Lowering CAC Marketing Channels With the Highest and Lowest CAC Most Effective Strategies for Lowering CPL Marketing Channels With the Highest and Lowest Quality of Leads Marketing Channels With Lowest and Highest CPL Most Effective Strategies for Lowering CAC Customer acquisition cost (CAC) is how much a company spends to get a new customer. HubSpot State of Marketing surveys have previously proven that CAC varies between companies and industries. What reduces customer acquisition costs will depend greatly on your industry, product or service, customer, and preferred buyer journey. The good news is that you can find data with the cost per lead benchmarks by industry, and this should help you see how your website performs. I wanted to find some data to see what might reduce CAC. I used HubSpot’s State of Marketing Survey to understand what marketers are doing in 2025 and beyond. Safe to say, any marketing that’s getting the attention of the masses is what’s moving the needle for the business. Here’s what I found: User-generated content (UGC) is voted as the top marketing strategy for 2025. If you use UGC in marketing, consider what form of media your audience is most engaged with. For example, marketers report short-form videos as having high ROI. Think about your audience. Both B2B and B2C businesses are primarily targeting millennials. Authenticity seems to be leading the charge for the majority of marketers. Of marketers surveyed, 92% plan to maintain or invest more in brand awareness. I would argue that branding and authenticity go hand-in-hand with video. Marketing Channels With the Highest and Lowest CAC Being mindful of the channels you’re using and how much those channels cost is another way to lower the cost of acquiring customers. Marketing Channels With the Lowest CAC According to First Sage Page, organic marketing channels with the lowest CAC include email marketing and public speaking for B2B, as well as social media marketing and webinars for B2C. Source For paid channels, the lowest CAC channels are: Direct Mail and PPC/SEM for B2B. Facebook Ads and PPC/SEM for B2C. Source When measuring your CAC, consider your sales cycle and time to close leads. I used to work in a B2B marketing agency, and every year, we’d run a cheap direct mail campaign. However, the campaign results often didn’t show up for years. The customers we did get were excellent, though! The takeaway is that while low CAC is desirable, you must balance this with efficiency. Marketing Channels With the Highest CAC The tables above also show us the highest CAC by channels for B2B and B2C. I wanted to investigate the marketing people are doing in 2025. It’s safe to assume that these channels are thought to lower the CAC. Let’s take a look at social media in 2024. Except for LinkedIn, both B2B and B2C businesses prioritize the same social media platforms. The favorite is Facebook, followed by Instagram, Linked (for B2B only), YouTube, and TikTok. B2C brands favored LinkedIn last, which makes sense. Pro tip: It may be that channels with the highest CAC support channels that have lower CAC. If you’re doing a lot of marketing, consider media mix modeling to identify how channels, such as a higher CAC channel, support others. An example from the media mix modeling article I wrote perfectly demonstrates what I mean: As pictured above, radio ads have a high CAC for B2B. However, a marketer found that radio ads increased clicks and engagement in social media by 25%. Marketing channels all have different roles to play and should be measured individually and collectively. Most Effective Strategies for Lowering CPL Cost per lead (CPL) tells you how much you’ve spent on marketing before you get a lead. A lead might be the customer’s contact information or interest in the business’s product or service. One effective way to lower CPL is with marketing automation. Using AI tools like HubSpot’s AI, Breeze, increases inbound leads by 99%. If you can increase quality leads with minimal effort — using AI — CPL will decrease. Kyle Denhoff, HubSpot’s Senior Director of Marketing, successfully reduced cost per lead with creator partners. Denhoff says, “Creators have become one of our top growth drivers in less than three years. Some long-term creator partnerships cut our cost per lead by 30-40% compared to ads on Meta and Google. We’ve now got over 100 creator partners, and they’re driving about 50% of our media network reach and demand.” When it comes to CPL, you want to spend less money per lead. But what does a good CPL look like? Well, that depends on industries and channels, but here’s a look at CPL for different channels according to Visitor Queue. If you’re wondering what is a good CPL, then you can refer to averages as shown in the table below. Source Marketing Channels With the Highest and Lowest Quality of Leads Not every lead is a good lead — they don’t

I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right. Email marketing, direct mail, events — below the line marketing includes these and similar targeted tactics to convince and convert buyers. What goes into running a successful BTL campaign? And where do you begin? To help you start, I dug into BTL marketing: the history, its relationship with other marketing tactics, and best practices from experts. Here’s what I found. Table of Contents What is below the line marketing? Above the Line vs. Below the Line Marketing How to Make Below the Line Marketing Work for You Below the Line Marketing Examples Below the Line Marketing Best Practices What is below the line marketing? Great question! Answering “What is BTL marketing?” is surprisingly tough. First, let’s look at history. Below the line marketing got its start in the 1950s. Manufacturing giant Procter & Gamble wanted to separate advertising activities based on who got paid for them. “Traditional” advertising costs (aka, TV, radio, OOH) payable to ad agencies made it above the line on the company’s draft budget. Everything else fell below the line. In modern marketing parlance, I’d say below the line marketing is a spiritual cousin to demand generation. However, BTL marketing in practice feels more like a subset of demand gen — enabling demand gen’s strategy through tactical details and execution. BTL campaigns often run on shorter operational timelines. The results BTL generates focus more heavily on responses and conversions instead of demand gen’s longer-term customer acquisition and nurture goals. For our purposes, BTL marketing tactics will include: Direct mail Email marketing Trade shows and events Location-specific promotions Targeted online outreach While traditional BTL marketing relies on a physical component, the internet’s reach is inescapable. So long as it’s highly targeted, personalized, and time-bound, you could make a case to include physical and digital marketing tactics. Above the Line vs. Below the Line Marketing Speaking of the internet, digital marketing has blurred the lines between above the line (ATL) and BTL marketing. Yet, whether it happens in cyberspace or physical space, we need distinction between both operations. For our discussion, let’s say: ATL marketing involves broad campaigns aimed at wide audiences. BTL marketing involves targeted campaigns aimed at specific segments of your target audience. The elements of targeting and personalization make the difference. Instead of billboards nationwide, it’s mailers sent to a dozen neighborhoods. BTL brings a clear focus to connecting with an audience subgroup and convincing them to buy. This targeting shrinks a campaign’s size and scale, so BTL actions typically cost less than their ATL counterparts. What do ATL and BTL marketing look like in practice? To answer this question, I went to Sara Croft. Croft is the CEO of Five Four Partners, a growth agency that helps companies launch and scale. Many of her early-stage startup clients use below the line marketing tactics. She positions the ATL/BTL divide with her clients like this: “Let’s take a LinkedIn ad campaign example,” Croft said. “A generic, broad message about your product that’s targeted to a very wide audience and sends people to your home page could get a lot of eyeballs and maybe some clicks, but likely won’t result in a conversion. For an early-stage company, this wastes time. While brand building is important, startups need customers — now. “For targeted BTL marketing, an early-stage startup could consider running LinkedIn ads for a webinar,” she continued. “It’s a lower barrier to entry for the audience to sign up to attend a webinar versus signing up for a demo of a potentially six-figure product purchase. The webinar educates the audience further and helps qualify and disqualify prospects. The results are tangible, measurable, and actionable.” A strong marketing strategy requires both ATL and BTL actions, but it’s vital to know when to apply each: ATL marketing is great for companies wanting to increase brand awareness and reach. If your metrics are more top-of-funnel-focused, you’ll do well with ATL tactics. BTL marketing is for specific audiences and supports bottom-of-funnel-related metrics. If your goal is to convince and convert, BTL is the way to go. Or, as Croft puts it, “ATL marketing makes the prospect aware of a pain and its solution, but BTL marketing helps them know what to do about it.” How to Make Below the Line Marketing Work for You Whether you’re running marketing for an early-stage startup or a multibillion-dollar conglomerate, BTL marketing can offer many opportunities to convert your target audience. But it can be daunting to start. When I build BTL marketing plans, I find it helps to adopt journalism’s Five Ws (Plus H): Who? What? Where? When? Why? How? With these questions in mind, let’s see how you can build and execute your plan. For our purposes, I’ll also share details from BTL donor relations campaigns I’ve run to tie these concepts to concrete outcomes. 1. Define your target segments. Who are you talking to? Because of BTL’s tighter targeting, you need to get detailed with your target segments. The more information you have on your potential buyers, the better. In past campaigns, I’ve built donor outreach lists based on demographic and psychographic data gathered through various sources: Age Location Disposable income Engagement with other content Previous interest (e.g., volunteered at an organizational event, visited a physical location) Previous giving data (if available) These data points helped me build the vision for my ideal buyer. 2. Customize and personalize messaging. Once you know who you’re talking to, you must understand why you’re reaching out and what you want them to know. I’ve seen marketing teams run with generic copy from other campaigns and call it a day. That’s a surefire way to waste your and your buyers’ time and resources. Through

If, like me, you’ve worked in marketing for a long time, then the four Ps of marketing might seem like a throwback. They are a bit, but I’ve worked in marketing for over a decade now, and some things never change. The four Ps of marketing are still foundational today. Those who studied marketing in college will likely know the ins and outs of the four Ps and the marketing mix, but if you’re not familiar, let me introduce you to the marketing mix. The four Ps include product, price, place, and promotion. In this article, I outline their role in marketing, including their history and evolution, examples, and how to use the four Ps to create effective marketing. Table of Contents What are the 4 Ps of marketing? The History of the 4 Ps of Marketing The 4 Ps of Marketing vs. the 4 Cs of Marketing How to Use the 4 Ps of Marketing Mix in Your Strategy The 4 Ps of Marketing (Example) The 4 Ps of Marketing Examples: Apple and e.l.f. Cosmetics The four Ps help marketers consider everything about a product or service when deciding how to market it for their business. Framing your marketing around the four Ps will help you learn what the competition is doing and what customers want from you. The History of the 4 Ps of Marketing Source It might feel new and trendy, but marketing has been around for a long time. When looking into the history of the 4 Ps, I found some articles dating marketing back to over 1,000 years ago, as part of the bartering system, where people bartered and traded items. The four Ps of Marketing is a relatively new concept. E. Jerome McCarthy introduced it in his book Basic Marketing: A Managerial Approach. McCarthy’s introduction of the 4 Ps in the 1960s was timely. Marketing was changing, and McCarthy used the 4 Ps of marketing and considered the impact of e-commerce on marketing strategies, highlighting lessons from successes and failures. He explored new perspectives from customer relationship management (CRM), focusing on customer equity, acquisition, and retention costs. The world was changing, and marketing needed to adapt. I think it’s fair to say that since the 60s, particularly from the 90s onwards, the digital world has not stopped changing, and marketing has not stopped adapting. To keep up, some have adapted the four Ps and turned them into the seven Ps. 4 Ps of Marketing Plus 3: The 7 Ps of Marketing The seven Ps of marketing are a continuation of the four Ps. Included in the seven Ps are: Product. Price. Place. Promotion. As well as: People. Process. Physical evidence. Continuing the four Ps includes other elements that improve the marketing foundations. People are those who take the product to market. This includes sales teams and customer service representatives. In modern marketing, it could also include influencers and brand advocates (customers who sell your product for you). Process is the “P” that asks you to look at your operations. How quickly can you ship products, do you have enough stock, etc? Physical evidence is especially important in a digital world. People buy from brands online, sometimes stumbling across their marketing before they know the brand exists. With this customer journey, brands need to provide physical evidence that they can be trusted. Think reviews, about pages, company addresses, and more. Source The 4 Ps of Marketing vs. the 4 Cs of Marketing Understanding the four Ps of marketing helps to understand the other parts of the marketing mix, namely the four Cs of marketing. The 4 Cs of marketing include: Customer Cost Convenience Communication I think of the four Cs as an inversion of the four Ps. Instead of being product-focused, they are customer-focused. The customer is the person you’re selling to, and everything involved with the buying journey through their lens: the customer journey, why they need the product or service, and the emotions they feel en route to buy. Cost (to the customer) is a more emotive way of viewing marketing. Cost considers the overall value perception and effort from the customer’s perspective, not just monetary price. Ask yourself how customers are going to feel about the price. How can marketing encourage them to part with their hard-earned cash? Convenience refers to how easy it is for the customer to buy and get the product. Is the website easy to use, the product in stock, and the shopping and delivery fast? Communication is a two-way interaction; this isn’t just about shouting your product or services to the masses; instead, aim to communicate with your audience, respond to feedback and understand what your customers are telling you. The four Cs and the four Ps support each other. When thinking about marketing strategy, it helps to consider both. Thinking about: Customer and product. Price and cost. Place and convenience. Promotion and communication. Helps to think about marketing from all perspectives. For me, this only elevates my marketing. How to Use the 4 Ps of Marketing Mix in Your Strategy You can use the four Ps to answer questions about the product, price, place, and promotion of your product or service. For example, you can ask yourself: Product — How does your product meet your customer’s needs? What problem(s) does it solve? What unique value or features does it offer? Price — What is the value of your product? What are my competitors charging? Place — Where are customers looking for your product? Promotion — How can you differentiate your product from competitors? Where can you reach your audience? Always consider the needs and preferences of your target audience. Ultimately, your product, its price, its place of distribution, and its promotional strategies should appeal to your customers the most. Thinking about your marketing in terms of the four Ps will help you strategize how to reach your customers. The 4 Ps of Marketing is also known as your marketing mix — more on that below.

During the last 15 years I’ve worked at a few companies, and looking back, most of them relied on tried-and-tested types of marketing methods like paid ads, email marketing, and SEO. These tactics still work well, but over the years a lot of new options and channels appeared. There have also been some major changes that influence how you can reach clients — think Google Core Updates, the introduction of AI, or privacy laws like GDPR, to name just a few. So, I thought I’d bring together all the options that work today and are set to perform well in the coming years. Table of Contents The Two Top Types of Marketing Types of Traditional Marketing That Are Still Relevant Forms of Digital Marketing You Should Try Types of Marketing That Work Across Traditional and Digital Channels Types of Event Marketing to Experiment With The Two Top Types of Marketing While there are different ways you can categorize the types of marketing that exist, I believe that at the highest level, you can reduce them to two main groups: B2B (business-to-business) and B2C (business-to-consumer). Let’s look at both. B2B Marketing Business-to-business marketing is about marketing products and services to other companies. But here is the thing: your customer isn’t the organization but the people within it. That means you need to figure out exactly who you’re targeting because decisions usually involve more than one person. For example, the marketing manager and finance manager will have different priorities and challenges. When it comes to B2B marketing strategies, focus on being efficient and logical — your audience cares about facts and results. Keep your messaging clear and to the point. Also, remember that sales cycles in the B2B sector are usually longer and more complex. The decision-making process involves multiple stages and stakeholders. Make sure to adjust your marketing strategy to where your potential buyer is in the decision-making process. B2C Marketing Business-to-consumer marketing focuses on promoting services and products directly to individual customers rather than companies. The goal here is to appeal to people’s personal needs and solve their problems, and — in the long run — build emotional connections between them and the brand. Since B2C is more emotion-based than its B2B counterpart, many of the marketing tactics used circle around encouraging impulse purchases. For example, social media-based campaigns can inform tentative buyers about flash sales, like “25% site-wide only today.” Unsurprisingly, what also works for today’s consumers (particularly those who spend a lot of time online) is instant gratification. It could either mean same-day delivery or getting a free item or discount for their next purchase. The reason why such tactics work is because the risks (and costs) of buying a product or service in B2C are lower than when someone’s buying for their organization. And so, sales cycles are also usually much shorter here than in B2B. Types of Traditional Marketing That Are Still Relevant When you hear “traditional marketing,” you probably picture TV ads, billboards, or newspaper placements. If so, you’re absolutely right — and it’s unbelievable to think that some of those have been around for well over a century. But if you feel like these offline tactics are no longer worth investing in (after all, everyone’s online these days, right?), then you might be surprised by what I’m about to tell you. 1. TV and Radio Ads Despite viewer fragmentation between TV and video streaming platforms, the former remains an important channel for B2C brands. In the United States, the TV ad market is expected to reach $146.40 billion by the end of 2025. Estimates expect only a 1.16% drop in year-over-year ad spend until 2029. So, in my opinion, traditional TV ads aren’t going anywhere anytime soon. What convinces me particularly strongly, though, is that traditional media aren’t actually fighting against digital channels. As Marketing Dive reports, they’re even driving website traffic by catching people’s attention and motivating them to go to the company’s offering online. 2. Billboards It’s hard to find a place without billboards (nature spots don’t count). And I have never seen as many as I did in Tokyo. While they might ruin the view, they’re undeniably effective. According to the Out of Home Advertising Association of America, 88% of consumers notice billboards and 78% engage with the brand in some way. The tricky part is measuring the effectiveness. Adding a QR code might help you track how many people engaged with your ad. 3. Flyers and Brochures Even now, companies that sell physical products still rely on flyers as part of their marketing strategy. When I started my marketing career at Philips Healthcare, one of the tasks I was responsible for was creating flyers and brochures to promote medical equipment like CT scanners and MRIs. We mainly used the flyers at events and during site visits at hospitals, and I have to say they worked surprisingly well. Or maybe I shouldn’t be surprised at all since as many as 85% of consumers are more likely to remember a business after getting a flyer. Forms of Digital Marketing You Should Try Source In contrast to traditional marketing, digital marketing uses a wide variety of previously unavailable technologies to reach audiences in new ways. It’s the fastest-growing type of marketing, encompassing all marketing efforts that live online. Businesses investing in digital marketing, such as ProfileTree, use numerous digital channels, such as search engines, social media, email, websites, and more, to connect with their current and prospective customers. Here’s a more detailed breakdown of the types of marketing tactics and channels at your disposal. 4. Inbound Marketing Inbound marketing is focused on attracting customers to your business rather than reaching out to them as they engage in work or pastime activities. I’ll discuss the latter tactic (outbound marketing) further in this post. While some inbound marketing tactics live offline, the majority fall under the umbrella of digital marketing, as consumers are empowered to do research online to progress through their buyer’s journeys.

Consumers increasingly care about sustainability, and sustainable marketing practices are your vehicle for connection. Consumers value sustainability so much they’re willing to pay 9.7% more for sustainable products. HubSpot’s State of Consumer Trends report also found that buyers take a company’s environmental impact, DEI commitment, and ethical production practices when purchasing from a company. But here’s a critical point: sustainability and sustainable marketing are not about trying to make a quick buck. Brands must weave sustainability into their marketing transparently and avoid greenwashing. We’ll cover that and more below. Table of Contents What is sustainable marketing? Sustainable Marketing Principles Do customers care about sustainability? [New Data] Sustainable Marketing Examples Sustainable Marketing and AI To help cover the topic of sustainable marketing, I reached out to the most conscious, sustainable marketer I know: Megan Thudium. In her words, Thudium aims to “transform marketing to be people and planet first, then profit.” She strives to “create a better world for humanity, to create a better future for everyone that has more breathable air, equal opportunities in prosperity, and time for things that you love the most.” Thudium commits to sustainable practices in her personal life, opting for overland travel instead of short-haul flights. This includes 12-hour train journeys from London to Berlin for a sustainability conference. Thudium maximizes her travel by combining multiple events to get the most out of longer train travel. Professionally, Thudium is all about honest and ethical communication. She received a certificate from The University of Cambridge: Institute for Sustainability Leadership for Sustainable Marketing, Media and Creative. This year, she launched her new business, Content for Good & Co., a brand evolution from her already sustainable marketing practices that is now living and breathing sustainability in every way possible. Progressive brands are bringing sustainability to the forefront of their marketing practices. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? Well, with Thudium’s help, let’s dive in. Green Marketing vs. Sustainable Marketing While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader. The definition of sustainable marketing, according to the University of Cambridge, is “a purpose-driven practice that works to orientate businesses, brands, and society towards a sustainable future.” The university notes that this type of marketing involves influencing awareness, adoption, and action across “economic and sociocultural systems” by taking accountability for a company’s impact. The goal is “long-term well-being for all.” According to Thudium, sustainable marketing is more comprehensive and addresses the social and environmental impact of marketing. She continues, “It’s also more holistic about transforming the discipline of marketing into a force for good, for example, using marketing to encourage positive behavioral change, such as sustainable living habits, that benefits people and the planet. It also addresses reducing the carbon footprint of your marketing activities, such as events and websites.” Sustainable marketing encompasses green marketing, but it also includes practices that go beyond the environment, such as social and economic issues. Sustainable Marketing Principles As you build sustainability into the DNA of your brand and marketing strategies, it’s important to know which approach to take. Thudium says, “Sustainable marketing … argues that the industry must evolve from one that manipulates customer behaviors and champions endless growth without considering the social and environmental constraints of our planet and society. Thudium notes that clever sustainable marketers are innovative and creative. They take on this challenge to use marketing as a force for good. Familiarize yourself with these three core sustainable marketing principles, which I’ll explain below. 1. Customer-Value Marketing You can earn customer loyalty by designing products, services, and marketing strategies that align with customer values. For sustainable marketing, this often means highlighting eco-friendly attributes, values like diversity and inclusion, or the long-term benefits of sustainable products. 2. Sustainable Pricing Strategies This principle involves educating customers about the full life-cycle costs to create a sustainable product, including sourcing and downstream costs of re-use and recycling. The right education and messaging can convince customers that the benefits are worth paying more for. 3. Societal Benefit Marketing Also called societal marketing, societal benefit marketing emphasizes the long-term benefits to society beyond a company’s profit or the immediate benefit to the consumer. For instance, Ben & Jerry’s positions its marketing around its three core values: human rights and dignity, social and economic justice, and the environment. “We believe ice cream can change the world,” they state. Then, they back those principles up with action. Source Do customers care about sustainability? [New Data] The importance of sustainability in marketing and business is rising. Thudium says, “Consumers, government and regulation, and investors are demanding more sustainable and ethical business practices from companies.” While once seen as a luxury or niche tactic, sustainability has gained traction as a mainstream, cross-generational preference. In a world where I can buy the same product from dozens of online sellers, I look for one that’s local, that supports fair trade, or that supports a cause or charity I like. In 2024, HubSpot surveyed over 700 consumers to learn about their shopping habits. Here’s what was found: 76% believe companies should try to improve the well-being of their employees. 64% believe companies should actively reduce their environmental impact. 58% believe companies should donate a portion of their profits to charity. 55% believe companies should advocate for racial justice and gender equality. 50% believe companies should do more to advocate for social issues, with the top issues being affordable healthcare (47%), climate change (35%), and income inequality (35%). These values are reflected in consumers’ purchasing decisions, especially for younger generations. While only 5% of Boomers say a brand’s environmental impact is a top purchasing factor for them, that jumps to 16% for Gen Z. The difference is even starker for a company’s charity support and employee well-being. So, to answer the question posed at