Categories B2B

How to Distinguish Serious Buyers from Curious Browsers with NetLine’s 2024 Report

Welcome back to our Summer Series on B2B Content Strategy. 

In our first installment, we explored the importance of How Studying B2B Content Consumption Patterns Can Drive 2024 Success

Today, we take the next step. Let’s focus on a critical element that will significantly affect everything in your business: artificial intelligence intent data.

Intent Data is the Hot New Thing

Intent data isn’t new

This may come as a surprise to some.

Before 2024, however, intent data struggled to resonate. For years, intent solutions delivered underwhelming results, leaving paying customers to question its validity and use case. 

When NetLine introduced INTENTIVE in June 2023 at Forrester’s B2B Summit, interest was limited among attendees. Most were focused exclusively on AI.

Yet, by Forrester 2024, the market had matured. Demand for intent data surged, with attendees eager to learn more. 

Why the shift?

Because B2B professionals realized that account-level data, alone, can’t cut it.

But intent data isn’t just about capturing actions—it’s about understanding them. 

Intent Data Without Context is Useless

Matt Heinz is a respected figure in B2B marketing. He is also a good friend of NetLine. 

We’ve spoken to him many times on the subject of intent data in 2024. Each time, he emphasizes that “intent-driven demand seems to be all the rage right now.” 

He highlights that while intent data can significantly enhance lead quality, marketers must understand the context behind the data. 

Simply knowing that a prospect is researching a topic isn’t enough; understanding their stage in the buying process and their specific needs is what truly drives successful engagement.

Why the Application of Intent Data Matters

There is a significant gap between possessing intent data and effectively utilizing it to drive business outcomes.

Heinz has quite a bit of frustration with the way intent data is currently used.

“What frustrates me most about intent data right now is that a lot of people have it but very few people are using it. So many companies have access to or have a repository of intent data but don’t have the process and playbooks to put it into motion.” 

Separating the Serious From the Curious

Ultimately, this is why intent data matters.

Businesses and prospective buyers don’t want to waste time or energy on a relationship with no future.

By leveraging intent data, marketers can ensure they target the right prospects at the right time with the right message. 

Tools like NetLine’s INTENTIVE provide real-time insights into who is showing intent, what they are interested in, and when they are most engaged. 

This allows you to tailor your outreach and content to address the specific needs and interests of these high-intent prospects.

Referencing Forrester for the last time, this section’s sub-header was uttered by an intrigued booth visitor during a demo of our intent solution.

“So, essentially, INTENTIVE allows you to separate the serious from the curious?”

My ears perked up instantly. That was precisely correct, I told the gentleman. 

(I also told him that I would 100% be stealing his perfect quote.)

With all of this in mind, let’s review what NetLine discovered about B2B professionals thanks to INTENTIVE.


Understanding Who’s Ready to Buy

Studying buyer-level intent signals can feel like a sneak peek into a prospect’s preferences. 

It’s somewhat like having a good idea of where the ball might go on the next play or anticipating what your date might order at a restaurant. 

However, it’s important to remember that needs can change, and even the strongest signals don’t guarantee a prospect is ready to buy.”

Data like this can revolutionize your selling motion. 

Let’s dive into how Job Levels, Job Areas, and Industries influence purchase readiness.

Here’s a deep dive based on the report’s findings from pages 23-25.

How Demographics Influence Purchase Readiness 

By addressing the specific needs of Job Levels, Job Areas, and Industries, you increase your chances to enhance engagement, build trust, and drive higher conversion rates. 

A truly targeted approach ensures your content is relevant and impactful, leading to more effective marketing strategies and better business outcomes.

What we learned about intent by analyzing Job Levels

It would be safe to assume the following regarding content consumption: the more senior a professional is, the more seriously we should take their intent to purchase. 

Senior professionals, especially executives, show higher purchase readiness. They have more on their plate, more experience, and greater influence. They’re the decision-makers who can greenlight a purchase quickly. 

As shown in the table above, the spectrum of intent is quite interesting. 

Professionals indicating greater purchase intent are either junior (we’re assuming that the majority of Individual Contributors are either entry-level professionals) or senior while those in middle management indicate lesser purchase intent.

Therefore, we can presume that while middle management consumes the most content, their overall influence over purchases is limited.

Intent Data Helps You Craft The Right Message

Buyer-level intent data can help you tailor your messaging to address strategic concerns for anyone. For example, let’s hone in on the needs of executives:

  • Identify which professionals within an account demonstrate both the greatest engagement and highest purchase intent.
    • Review content requests by format and timeline 
    • Review subject matter
  • Develop content that speaks to the high-level concerns and strategic needs of senior executives.
    • Focus on creating high-impact, concise content like executive summaries and strategic reports that cater to their need for quick, informed decision-making.
    • Remember: Executives are just like the rest of us when it comes to information; the simpler the better.
    • Provide insights and data that help executives make informed decisions swiftly.
  • Refer to their consumption behaviors…but don’t be too precise
    • There’s a fine line you don’t want to cross with these messages, lest you be thought of as… creepy.

What we learned about intent by analyzing Job Areas

The nature of your job—whether in marketing, IT, or finance—can shape how engaged you are with your work.

For instance, manufacturing and Human Resources departments will vary in their engagement levels.

Manufacturing professionals are constantly looking for ways to improve production efficiency and reduce costs, while Human Resources is likely reviewing ways to improve employee engagement tools. 

Each department is busy—but it’s more likely that those in Manufacturing roles will be consuming more consistently than their HR peers.

Customize your content for each area to enhance relevance and impact.

Let’s stick with these two Job Areas in our examples.

What Manufacturing Job Areas Need

  • Provide detailed eBooks on the latest production technologies and guides on implementing lean manufacturing practices.
  • Offer interactive webinars on supply chain optimization and hands-on tutorials for new manufacturing software tools.

What Human Resources Job Areas Need

  • Produce eBooks on innovative employee engagement strategies and what it takes to build a strong company culture and guides for implementing data-driven HR processes to improve overall workforce productivity.
  • Write case studies on successful retention programs using the latest HR tech solutions.

What we learned about intent by analyzing Industries

Different industries have unique consumption patterns. Each industry has its pain points and opportunities—target these to maximize your reach.

Tech will always be a frontrunner. But two industries that should not be overlooked are Biotech and Manufacturing. Each area has seen steady growth in the past half-decade. 

Biotech and Pharmaceuticals

  • Content Focus: Emphasize innovation in drug development, regulatory compliance, and advancements in medical technology.
  • Insight: Demand for AI-related content in the healthcare sector, including Biotech and Pharmaceuticals, grew significantly, highlighting the industry’s interest in integrating AI into their processes.

Advertising/Marketing

  • Content Focus: Focus on digital marketing strategies, consumer behavior analytics, and innovative advertising techniques.
  • Insight: The advertising and marketing sector saw a substantial increase in content consumption, with a significant interest in data-driven marketing strategies.

Actionable Tips for Industry-Specific Content

  • Create in-depth whitepapers on emerging trends and regulatory updates.
  • Develop interactive webinars and eBooks tailored to industry-specific challenges.
  • Produce case studies showcasing successful implementations and strategies.

Consumption Probability and Purchase Intent

Higher consumption is often directly correlated to greater purchase intent. 

This isn’t just a nice-to-know fact—it’s a call to action.

Pages 31-34 of the report reveal a goldmine of information on how content consumption correlates with purchase intent. 

Key Findings

Frequent content consumption is a strong indicator of purchase readiness. It’s not just about getting eyes on your content; it’s about ensuring your content is valuable and engaging.

Actionable Insights

Focus on producing high-quality content that addresses the pain points of your audience. When your content resonates, it doesn’t just inform—it converts.

  • High-Quality Content: Invest in producing content that offers real value, such as detailed guides, in-depth case studies, and interactive webinars.
  • Engagement Tracking: Monitor which types of content drive the most engagement and refine your strategy accordingly.

Don’t Overlook the Importance of Intent Sequences

Tracking intent sequences offers a deeper understanding of how prospects navigate their content journey. Pages 35-36 emphasize how these sequences can predict future behaviors and inform your strategy.

User Progression from eBooks

Imagine tracking how users engage with your eBooks. It’s not just about the initial download—what comes next? By following their journey, you can predict and influence their next steps.

  • Engagement Tracking: Use tools to follow how users move from eBook downloads to other actions, like webinar registrations or case study requests.
  • Predictive Analysis: Analyze these sequences to forecast future behaviors and tailor your follow-up strategies accordingly.

Strategic Implementation

B2B marketers and sellers need to pay close attention to intent sequences. These insights help tailor your strategies, making your marketing efforts more effective and your sales processes smoother.

  • Customized Follow-Ups: Develop follow-up strategies based on user engagement patterns to guide them through the funnel more effectively.
  • Future Behavior Prediction: Use historical data to predict future actions and prepare your strategies accordingly.


Crafting Tailored Content

Personalization is no longer optional—it’s a necessity. 

For years, the term personalization felt like lip service; often used but holding little to no weight. 

Intent data, specifically buyer-level intent, enables true personalization—allowing the word to live up to its hype.

There are three basic steps to addressing your prospect’s unique challenges.

  • Segmentation: Identify distinct segments within your audience based on their behaviors and interests.
  • Content Development: Craft bespoke content pieces, such as eBooks, webinars, and case studies, that address specific challenges faced by each segment.
  • Journey Alignment: Ensure that your content is designed to guide prospects through every stage of their buyer’s journey—from awareness to decision-making.

Tailored content strategies aligned with the buyer’s journey can significantly boost engagement. 

Imagine speaking directly to someone’s needs instead of shouting into the void, hoping it resonates. How novel!

“Give me six hours to chop down a tree and I will spend the first four sharpening the ax.” – Abraham Lincoln

In an era where ROI and privacy are paramount, precise buyer-level intent data has become table stakes, underscoring its newfound importance.

Much like Lincoln’s ax metaphor, spending the necessary time to refine your approach and strategy with intent data before executing your plan of action ensures that your efforts are more focused and effective.

One of the most significant advantages of intent data is its ability to help marketers identify high-intent leads. These are prospects who are actively researching solutions and are more likely to convert into customers. 

By focusing on these leads, you can prioritize your marketing efforts and resources more effectively, much like spending time sharpening the ax before chopping down the tree.

Recommended Approach: Establish a Playbook

“Before anything else, preparation is the key to success.”  – Alexander Graham Bell

Intent data is meaningless without a plan of action. 

Pages 34-36 underline the importance of having detailed processes and playbooks. These pages highlight the need to pay close attention to which content format your prospects engage with (and when).

For example, Courses are popular as a second registration choice. However, Courses don’t typically indicate purchase intent. Case Studies, despite being the least requested format (at 0.1% of second registration choices), represent a strong intent signal, with users being 78.5% more likely to make a purchase decision within 12 months, second only to Playbooks (+115%).

While the volume of Case Studies may be low, the prospects interested in them are highly likely to convert.

Imagine if you had a single playbook for each content type. You’d be wasting your time with a Course user when you could have prioritized the Case Study registrant.

Without a roadmap, even the best data can lead you astray. 

Your sales and marketing teams, quite literally, need to be on the same page.

  • Process Documentation: Create detailed guides for how sales and marketing teams should utilize intent data.
  • Training: Regularly train teams on interpreting and acting on intent data insights.
  • Alignment Meetings: Hold frequent alignment meetings to ensure both teams are synchronized in their approach.

Key Takeaway: How B2B Marketers Can Leverage Buyer-Level Intent Data

  1. Invest in Personalization
  • Use intent data to craft highly personalized content that speaks directly to your audience’s needs. Personalization is no longer optional; it’s a necessity for driving engagement.
  1. Align Sales and Marketing
  • Ensure both teams are following the same playbook. Alignment is key to maximizing impact. Regular alignment meetings and shared KPIs can help keep both teams on track.
  1. Emphasize Quality Over Quantity
  • Produce fewer but higher-quality content pieces. Build trust and authority, which leads to conversions. High-quality content is more likely to engage and convert high-intent leads.
  1. Continuous Improvement
  • Regularly review and refine your intent data strategies. Stay ahead of trends and adapt continuously. Use feedback and performance data to make informed adjustments to your approach.

Don’t Just Follow the Data—Lead with It

NetLine’s 2024 Report isn’t just a collection of data—it’s a strategic playbook. By focusing on high-intent leads, personalizing content, and aligning your sales and marketing efforts, you can drive greater engagement and achieve better business outcomes. As Matt Heinz aptly puts it, “It’s about using the data to inform your strategy, not dictate it.”

Stay tuned for our next installment, where we’ll dive into actionable tips for optimizing your content distribution strategy.

Categories B2B

Leadership Styles: The 11 Most Common & How to I Found Mine [+ Expert Insights]

Imagine the leaders that inspire you. Each is likely unique, with a different style they use to meet goals, motivate, and animate their teams.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh  Shah [Free Guide].

There are many different styles of leadership, and each can have a different impact on a company.

In my experience, leadership styles can evolve over time, and I would argue that many of us can identify with several. Different circumstances or teams ask for different leadership approaches.

For example, I lead a boutique marketing agency with a small team, and I identify most with the democratic leadership type.

Over the years, though, my leadership style has definitely changed. Earlier in my career, I might’ve said my leadership type was transactional or pacesetting leadership. Now, I’m more aligned with democratic leadership.

Knowing your leadership style in depth can help you become a better leader for your team. In this post, I’ll cover the most common types of leadership, how they influence businesses, and tools to help you figure out what styles are best for you.

Start reading, or jump to the section you’re looking for:

Why It’s Important to Know Your Leadership Style

Knowing your leadership style helps you provide adequate guidance and feedback to employees, and better understand your thoughts, how you make decisions, and strategies you can consider implementing when making business decisions.

It can also help you understand how your direct reports see you and why they may give you specific feedback.

For example, if employees feel stifled at work and don’t have many opportunities to speak their minds, they may tell you that you’re an autocratic leader who can benefit from changing their style.

Knowing your leadership styles may help you improve with limited feedback.

Each leadership style has its pitfalls, allowing you to proactively address areas of improvement. This is critical because some employees might hesitate to speak up, even in an anonymous survey.

Ready to find out your leadership styles? Check out the most common styles below.

Infographic details the 11 types of leadership styles and a summary about each style.

1. Democratic Leadership

Also called: Participative or Facilitative Leadership

Democratic leadership is exactly what it sounds like — the leader makes decisions based on each team member‘s input. Although a leader makes the final call, each employee has an equal say in a project’s direction.

Democratic leaders often have the following characteristics:

  • Inclusive.
  • Collaborative.
  • Effective communicator.
  • Empowering
  • Supportive and empathetic.
  • Trust-building.
  • Emotionally intelligent.

Why This Leadership Style Works for Businesses

This leadership style resembles how leaders often make decisions in company board meetings.

For example, a democratic leader might give the team a few decision-related options in a company board meeting.

They could then open a discussion about each option. After a discussion, this leader might consider the board’s thoughts and feedback, or they might open this decision up to a vote.

Why This Leadership Style Works

The democratic leadership style is one of the most effective because it encourages everyone to participate in all processes, share their opinions, and know that you will hear them.

It also encourages employees to be engaged because they know you will hear their feedback.

Team members feeling like they have space to participate can also increase employee empowerment, motivation, and participation.

Potential Challenges

Reaching a consensus can take considerable time, resources, and communication with a democratic style. It can also impact decision-making because some team members may not have the right expertise to make critical decisions.

My Experience as a Democratic Leader

I love identifying as the democratic leader type, and I feel I’ve grown into it over time. Previously, I might’ve identified as a transactional or maybe a pacesetting leader, depending on my environment and project needs.

Democratic feels more like where I’m ‘supposed’ to be; it fits perfectly and feels authentic.

As a democratic leader, the characteristics above are true for me. I reap the benefits and value of this leadership style. That said, the challenges are equally as apparent.

I live my life assuming that everyone knows something that I don’t. This can be challenging because even the administration of reaching a group consensus is a lot.

And while I love to give everyone equal weight in discussions and decisions, I worry that this can pressure team members who aren’t ready for such input. I have to remind myself that this isn’t everyone’s idea of fun.

As a democratic leader, I aim to curate genuine relationships with my team and find opportunities for them to make meaningful contributions.

In Dharmesh Shah’s free ebook, Lessons on Leadership the value of these goals are highlighted as a service to employees.

Genuine relationships builds trust and gives employees a reason to work beyond the paycheck. Opportunities for contribution help employees feel valued.

Featured Resources

2. Autocratic Leadership

Also called: Authoritarian, Coercive, or Commanding Leadership

Autocratic leadership is the inverse of democratic leadership. In this leadership style, the leader makes decisions without taking input from anyone who reports to them.

Autocratic leadership is typically characterized by:

  • Centralized decision-making.
  • Direct and top-down communication.
  • Minimal delegation.
  • Limited autonomy for team members.
  • Emphasis on hierarchy and status.
  • Resistant to feedback or criticism.

This style is most useful when a business needs to control specific situations, not as a standalone leadership style. For instance, it can be effective in emergency or crisis situations where quick and decisive action is necessary.

Why This Leadership Style Works for Businesses

Autocratic leaders carry out strategies and directives with absolute focus.

So, when a situation calls for it, an authoritative leader can make a quick best-fit decision for a business without needing to get additional input (helpful on a case-by-case basis).

Why This Leadership Style Works

This type of leadership is most effective when a company makes difficult decisions that don’t benefit from additional input from others who aren’t fully knowledgeable on the subject.

Responsible parties can make a decision and give employees a clear sense of direction, and it can also make up for a lack of experience on a team.

Potential Challenges

Most organizations can’t sustain such a hegemonic culture without losing employees, which can significantly lower morale and creative problem-solving.

An example of authoritative leadership gone bad could be when a manager changes the hours of work shifts for employees without consulting anyone.

Other challenges with autocratic leaders include:

  • Intimidation.
  • Micromanagement.
  • Over-reliance on a single leader.

 Infographic shows the most important skills and traits as a good leader, with the highest, Ability to communicate, being scored at 44%

3. Laissez-Faire Leadership

Also called: Delegative or Hands-off Leadership

If you remember your high-school French, you’ll accurately assume that laissez-faire leadership is the least intrusive form of leadership. The French term “laissez-faire” literally translates to “let them do.”

Leaders who embrace it give nearly all authority to their employees and don’t often interject unless the situation calls for it.

Some key characteristics of laissez-faire leadership include:

  • Limited guidance, direction, and feedback.
  • Minimal interference and control.
  • High autonomy and freedom.
  • Empowerment and trust.

Why This Leadership Style Works for Businesses

Laissez-faire leaders make employees accountable for their work. This gives many employees an incentive to do their best work.

This type of leader often creates a more relaxed company culture. This makes it a good model for creative businesses like ad agencies or product design. It’s also a good fit for a business with a highly-skilled team.

Why This Leadership Style Works

In a young startup, for example, you might see a laissez-faire company founder who makes no major office policies around work hours or deadlines.

They might put complete trust in their employees while they focus on the overall workings of running the company.

Because of this high level of trust, employees working for laissez-faire leaders feel valued. They get the information they need and use their resources and experience to meet business goals.

Potential Challenges

Although laissez-faire leadership can empower employees by trusting them to work however they’d like, there are downsides.

It can limit team development and pose a challenge for new or inexperienced employees who would benefit from guidance as they get ramped up. Roles and responsibilities can also become unclear, and it can build a culture of working in silos where people might work autonomously rather than as a cohesive group.

This style can lead to overlooking critical company growth and learning opportunities, so keeping this leadership style in check is important.

Experiences as a Laissez-Faire Leader

Meg Prater is the senior manager of content at HubSpot. Prater describes herself as a mix of laissez-faire and coaching leadership styles.

Prater says, “I like to trust the people I hire to do great work, but I also like to tailor my approach to each person on my team to best fit their working styles and career goals.”

Prater notes that some of her team thrive with more structure, and others thrive with more autonomy. What’s universal is the need for strong alignment and communication within our team.

“My priority (and my job) is to ensure that my direct reports understand our team and company-wide goals and how their individual output contributes to those goals,” she says. “Once we‘re aligned on expectations, we can work together to identify initiatives that push the needle … while fulfilling each person’s interests and professional growth on the team.”

One of the challenges for a laissez-faire leader is balancing the desire to trust the team while providing the guidance needed for inexperienced team members.

In my early career, my senior manager was a laissez-faire leader, and I sometimes felt a lack of guidance. However, as a bold problem-solver, I also appreciated the autonomy I had under this type of manager.

In some ways, the need to solve the problem alone helped develop those problem-solving skills, but I can see how it would be difficult for some team members.

Prater’s coaching leadership style also comes into play because she values the role of the leader and the benefit of feedback to employees.

Prater says, “I had the luxury of working with a fantastic leadership coach shortly after becoming a manager. She drilled into me the notion of ‘Being a kind manager rather than being a nice manager.’”

Prater notes that it‘s tempting to water down feedback or expectations — to be nice. It feels less uncomfortable but doesn’t always benefit either the manager or the direct report in the long run.

“Being clear, actionable, and direct can lead to uncomfortable conversations, but ultimately, those are the conversations that help both sides grow. That advice has really shaped me as a manager. While I don’t always nail it, ‘kindness over niceness’ gives me a North Star,” she says.

Featured Resources

4. Strategic Leadership

Strategic leaders sit between a company’s primary operations and its growth opportunities. This form of leadership requires vision, competitive awareness, and adaptability.

These leaders accept the burden of executive interests but also ensure that working conditions are stable for everyone else.

Strategic leaders aim to guide their organization toward its long-term goals. By utilizing this leadership style, you can create a forward-thinking, agile, and adaptable organization that can thrive in today’s dynamic business landscape.

Why This Leadership Style Works for Businesses

Strategic leaders tie plans for growth and strategy to how they manage a team. They ask questions, develop and execute strategies, and consider future growth. This approach supports popular business goals like:

  • Accountability.
  • Productivity.
  • Collaboration.
  • Transparency.

Why This Leadership Style Works

This is a desirable leadership style in many companies because strategic thinking supports many types of employees at once.

Strategic thinking supports many employees at once, so it’s a desirable style for many companies. It encourages visualization, planning, and making the most of existing resources, and it can motivate employees.

Potential Challenges

Leaders who work strategically might take on too much and risk thinking too far into the future of possibilities while missing critical present-day issues.

It’s important to learn how to delegate with this leadership style and share the weight of decision-making.

Compromise, communication skills, and consistent outreach are also essential.

Featured Resources

5. Transformational Leadership

Transformational leaders gain the trust and confidence of their teams, encourage team members, and lead employees toward meeting company goals.

Transformational leadership also always improves upon the company’s conventions and motivates employees to grow and further develop their skills.

Ultimately, the goal of a transformational leader is to create a lasting positive impact, uplift their team to achieve their full potential and drive success for the organization.

Why This Leadership Style Works for Businesses

Transformational leaders can inspire their teams to think in new ways. This can help companies update business processes to improve productivity and profitability. It can also help with employee satisfaction, morale, and motivation.

Why This Leadership Style Works

This is a highly encouraging form of leadership where employees are supported and encouraged to see what they’re capable of.

When starting a job with this type of leader, all employees might get a list of goals to reach and deadlines for reaching them. The goals might begin quite simple, but as employees grow and meet their goals, leaders will give them more tasks and challenges to conquer as they grow with the company.

Potential Challenges

Transformational leaders can lose sight of everyone’s individual learning curves in place of the company’s goals. Employee burnout can also become an issue, so it’s important to work with your team to update benchmarks.

Experiences as a Tansformational Leader

Pam Bump is HubSpot’s head of content innovation and research. She feels an alignment with a few styles but identifies most strongly with transformational leadership as her dominant style.

Bump describes her experience as a transformational leader. Before she was a manager, her role involved audience growth, brand development, experimentation, and tapping new markets.

“I’ve always jumped at major problem-solving opportunities, ambiguous requests from leadership, and identifying big bets for my companies,” she says. “Now … I encourage my team to do the same — whether they’re working on a joint team experiment or are individually investigating, launching, and scaling their own high-ROI projects.”

She is an inspirational leader who makes a conscious effort to balance the business‘s goals, the team’s needs, and individual needs. As listed as a challenge, transformational leaders can forget individual learning needs and the overall company’s needs.

Bump has the solution, “To balance ambitious overall, transformative team-wide goals, and individual teammate needs, I check in with my direct reports about their growth, what they’re working on, and work that can help them grow their skills or visibility while also supporting team goals.”

Beyond weekly 1:1s, Bump also holds semi-regular career chats to discuss their personal long-term goals and the tactics or skills they can use to get there.

Featured Resources

6. Transactional Leadership

Transactional leadership is based on reward and punishment to motivate and direct the behavior. These managers set specific rules and standards, and they closely monitor their employees’ performance.

They tell employees they can expect rewards if a goal is met. However, they may require more 1:1s or check-ins if people aren’t meeting goals.

This leadership style is concerned with maintaining the status quo and ensuring that predetermined goals and standards are met.

It also assumes that teams need structure and monitoring to meet business goals and that they are reward-motivated.

Why This Leadership Style Works for Businesses

This style is popular in enterprise companies as it focuses on results, existing structures, and set systems of rewards or penalties. This leadership style also recognizes and rewards commitment.

Why This Leadership Style Works

Transactional leaders can offer helpful clarity and structure of expectations, which can help employees feel safe because they understand expectations. Employees also have a clear view of what they get in return for meeting business goals.

Potential Challenges

This style is more about using rewards to motivate and less about building relationships with employees, coaching, and developing team morale.

Keeping a diverse team engaged can be hard if only some are reward-motivated, and it can lead to low creativity and fear of punishment.

7. Coaching Leadership

Also called: Conscious Leadership

A coaching leader focuses on identifying and nurturing the individual strengths of each team member and developing strategies that will enable teams to work better together.

This style is similar to strategic and democratic leadership, but it emphasizes individual employees’ success.

A manager with this leadership style might help employees improve on their strengths by:

  • Giving them new tasks to try
  • Offering guidance
  • Meeting to discuss constructive feedback

They might also encourage one or more team members to expand on their strengths by learning new skills from other teammates.

Coaching leaders focus on building trust and establishing strong relationships with their team members.

They foster an environment of open communication and psychological safety that encourages individuals to share ideas, seek feedback, and work together toward common objectives.

Why This Leadership Style Works for Businesses

Coaching leaders actively support skill development and independent problem-solving. They meet ambitious business goals by creating a strong company culture and add to a business’s long-term vision as valuable mentors, often even after leaving a company.

Why This Leadership Style Works

This leadership style can motivate employees as they feel supported on the team. It recognizes that each employee is unique and can build diverse and exciting teams where each employee offers something different.

This leader focuses on high performance, with employees who can communicate well and embrace unique skill sets to get work done. They also encourage team members to seek new challenges, learn from experiences, and continuously improve their skills and knowledge.

Potential Challenges

It can take a lot of time to develop employees with a coaching style, but mentoring isn’t effective for every employee.

My Experience Working With a Coaching Leader

Marja Vitti is an editor at HubSpot who identifies with the coaching leadership style. I’ve received great feedback from Vitti on my pieces, and I think the coaching leadership style is a great fit.

On her leadership style, Vitti says, “While working with freelance writers and content creators, I quickly realized both the team and the work would benefit from leadership that recognized their individual strengths.”

Vitti notes that she gave everyone on my team the same opportunities but also showed up for them as individuals. One team member might need more positive reinforcement to gain confidence, another might show signs of needing a new challenge, and another might be burning out and need a lighter load.

“It was intuitive for me to lead with this coaching style, and it wasn’t till after that I realized this was a designated leadership style,” Vitti notes.

Vitti’s guidance on my writing is always conscientiously given. She always invites further feedback and discussion, which I find empowering but soothing.

Any writer will know it can be hard to receive feedback on the work you’ve poured your soul into, but she knows how to balance the value of encouraging improvement with the writer’s need to feel supported.

Featured Resources

8. Bureaucratic Leadership

Bureaucratic leaders follow the rules. Unlike autocratic leadership, they might listen and consider the input of employees, but they might reject input that doesn’t align with company policy or past practices.

Some key features of bureaucratic leadership include:

  • Centralized decision-making.
  • Strict adherence to rules and procedures.
  • Clear chain of command.
  • Limited autonomy.

Why This Leadership Style Works for Businesses

This style works best for larger, older, or traditional companies that are successful in their current processes.

This leadership style works for these businesses because they want to maintain existing business models and processes because their current strategies are successful, and trying something new that doesn’t work could waste time and resources.

Why This Leadership Style Works

This leadership style can be challenging for some, but it has many benefits. It lowers the risk of favoritism and replaces it with central duties, job security, and predictability.

This clear and efficient leadership style can lead to high levels of creativity for some employees.

Potential Challenges

Employees might not feel as controlled as autocratic leadership, but there can be a lack of freedom in how much people can do in their roles.

This approach can shut down innovation and is not the right fit for companies chasing ambitious goals and quick growth.

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9. Visionary Leadership

Also called: Affiliative Leadership

Visionary leadership focuses on future and long-term goals. They aim to inspire and guide their team towards the achievement of a shared vision.

This type of leader encourages collaboration, emotional intelligence, and teamwork. They also foster a culture of innovation and change, encouraging individuals to embrace new ideas and approaches.

Why This Leadership Style Works for Businesses

Visionary leaders can create a clear plan for employees to follow and execute. They are powerful and persuasive communicators, which helps them energize teams toward impactful business growth.

As the focus is on future growth, visionary leaders can forecast potential roadblocks and outline action plans, giving employees increased confidence during uncertainty or challenging times.

Why This Leadership Style Works

Teams can do more and enjoy their work more if they have a vision to work toward. This type of leader offers vision statements and other tools to inspire and motivate teams to engage at work.

Potential Challenges

Visionary leaders can skip over day-to-day issues to focus on long-term ideas, missing roadblocks that could build up and cause problems in the future.

Another common challenge is hyper-focusing on a single goal, which can impact consideration for other ideas that may be just as valuable to the business.

Experience as a Visionary Leader

John Xie, co-founder and CEO at Taskade, identifies as a Visionary Leader. Like me, Xie developed his leadership style over time.

He says, “It took me a while to develop this leadership style. However, after working with many people at many different companies over the years, I realize that I’m best when I am encouraging a positive long-term vision for the team. Then they can see how their work will be impactful and stay motivated to keep going.”

As a visionary leader, Xie recognises the pitfalls and potential challenges. He knows he can be “a little too strategic,” but he’s found a way to “lean back and motivate the team.”

On overcoming the challenges of a visionary leader, he says, “Everyone has their own unique style, and it‘s best to find the one that suits you naturally. When you try to force a different leadership style, you’ll notice the team quickly becoming disengaged, and that’s when you know you should revert back to your natural style.”

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10. Pacesetting Leadership

A pacesetting leader sets ambitious standards and expects employees to meet those goals in the exact manner they’ve laid out.

These leaders expect productivity and high-quality outputs from employees, and they may step in to ensure things are done correctly and on time. As a pacesetter, this leader type paves the way and leads by example.

Some characteristics of a pacesetting leader include:

  • High performance standards.
  • Leading by example.
  • Results-oriented.
  • Preference for speed and efficiency.

Why This Leadership Style Works for Businesses

This type of leader sets ambitious goals with a clear and focused effort, so employees know exactly what is expected of them. For example, pacesetting sales leaders set and exceed ambitious quarterly sales cadences.

These leaders might also work alongside their team and push performance, boosting team morale.

Why This Leadership Style Works

Skilled and experienced teams often thrive under this kind of leader. They use the abilities of motivated and competent team members and make meeting goals feel urgent and exciting.

It can also be gratifying for team members to see their leader working hard alongside them.

Potential Challenges

Pacesetting leaders can sometimes create a high-stress workplace environment if goals are unrealistic, which can overwhelm and demotivate teams.

This can impact engagement and lead to burnout, where people struggle to meet goals and perform as expected.

Focusing on goals can also stifle creativity and diversity of thought, so employees don’t feel they can use their expertise to suggest alternative goals or strategies.

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11. Situational Leadership

Situational leaders change their management style to meet the needs of the situation or team. It suggests that effective leaders must adapt their leadership style to match the readiness and development levels of their team members.

This leadership style involves analyzing specific situations, assessing the competence and commitment of individuals, and adjusting the leadership approach accordingly.

It is proactive and recognizes that change is the only constant.

Why This Leadership Style Works for Businesses

This leadership approach can motivate employees and ensure that people aren’t stuck working in a way that doesn’t make sense for the situation.

It’s also valuable for startups or businesses requiring frequent changes and flexible talent and support.

Why This Leadership Style Works

Situational leaders are great communicators and use team feedback to make decisions. They also analyze market changes and can quickly evaluate and update processes to ensure success.

This can create strong relationships and help employees see and feel their value to the business.

Potential Challenges

Leaders need a high level of expertise in all business processes and functions to make decisions, and they must be able to pivot quickly.

It’s important to remember long-term goals and meet immediate needs; not every leader can do this effectively.

It can become confusing and stressful for teams if a leader’s approach changes too often, as they won’t know what to expect.

My Experience Working with a Situational Leader

Kaitlin Milliken is a senior program manager at HubSpot. She’s the editor who hired me to work with HubSpot, and we’ve been working together for eighteen months.

On her leadership style, Milliken says, “Throughout my career, I’ve found myself changing how I lead based on who I’m working with. I naturally adapt to what other people need, so this type of leadership definitely fits my style.”

Milliken notes that this type of leadership allows her to work with people who have varying experience levels. Someone new to the field may need more mentorship. An expert may want to focus on organizational needs.

“It’s challenging to lead if I’m not very familiar with a person’s expertise. That’s something I’m always working on,” she says.

As someone working directly under Milliken, I’ve always appreciated her openness to provide autonomy. I feel comfortable recommending ideas and edits where I think they make sense. As a situational leader, Milliken welcomes these ideas but also expresses her genuine appreciation and praise.

Writing for HubSpot has always meant a lot to me. Early on, this led to some imposter syndrome, but thanks to Milliken’s leading style, I grew to feel empowered, trusted, and comfortable.

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Deciding Between Different Leadership Styles

There’s no single “best” leadership style, so figuring out what is best for you and your environment is essential.

How to Understand Your Instinctive Leadership Style

Leaders need good instincts, and many leaders focus on their own experiences and habits as they develop a leadership style.

As you start your path toward leadership, you may want to keep notes. Write down how you would handle specific situations or problems.

Doing this can help you be a confident and capable leader, but if you notice things aren’t going as expected, you may want to reconsider your approach.

Your instincts and habits will always impact the way you lead. But if you find yourself in situations that you’re unsure how to respond to, you may want to look at other leadership styles.

For example, if you’re an extrovert with a shy member on your team, you may want to work on active listening.

If you’re an introvert leading a team of outgoing people, you may need to learn new ways to nurture, support, and inspire your team.

Lisa Lanier, President and CEO of Lanier Law Group, P.A., values the role of instinct in leadership. Lanier says, “I naturally have strong maternal instincts, so I love to guide and support my team in a nurturing way.

But I can also be firm and decisive when the situation demands it. Similarly, if someone is going through a challenging time, I’m there to offer understanding and support. It really comes down to empathy and compassion — leading with my heart, but also being direct and clear.”

Instincts will always influence leadership, but as Lanier says, sometimes you need to rely on your own decision-making for when a situation needs a leader to take control.

Lanier continues, “This adaptability, I think, comes from a combination of nature and experience. I‘m naturally drawn to helping and guiding others, but I’ve also learned a lot from my mistakes and failures.

Being resilient and learning from those experiences has helped me refine my approach and become more effective in different situations.”

Can you change your leadership style?

While it may take some time and effort, you can always change your leadership style and improve your processes.

I personally shifted my leadership style from transactional or pacesetting leadership to democratic leadership. I like and value all of these leadership styles — but with confidence and experience, I feel most authentic when leading with a democratic style.

The first step to making changes is recognizing the need for change. Whether this comes from direct employee feedback, noticing that goals aren’t being met, or people seeming to experience burnout, identifying this is the first step.

Scott Knutson, founder and chief serving officer at Leading2Serve, shifted his leadership style based on feedback. He initially followed the lead of the leaders he was exposed to when he was promoted into a leadership role.

“Since command and control was what I saw, command and control is how I led. And it worked. Our numbers were always good, and usually better than what was required. I liked showing company leadership that I could lead a team to success,” he says.

However, Knutson notes, “My success was totally about me. I wasn’t concerned about anyone else. This became abundantly clear when I was required to complete a 360-degree assessment and learned that my team hated me. That was a figurative kick in the gut that forced me to begin to learn about different leadership styles.”

As Knutson highlights, your leadership style may be effective for your team, but you might have a more challenging time connecting with people.

You don’t necessarily want to throw out your current style, but you’d want to identify what is and isn’t working. Then, get curious, and begin the work of adjusting the way you lead.

Knutson took back control by researching leadership styles. He says, “Successful leaders led me to understand that leadership is not about the leader but about the team. Focusing on my team and helping them to be successful became what drove me.”

Knutson initially called this style people-centered leadership. But then, he discovered the writings of Robert K. Greenleaf and his focus on servant leadership.

“I was immediately drawn to his belief that by focusing first on your team, not the company or the customer, this would bring the success that everyone wanted,” Knutson says.

Though you’re making a change for the better, changing your leadership style might not be easy.

In his pivot to a new leadership style, Knutson found it challenging to manage the reactions from other leaders.

He says, “Many times I was scoffed at and disregarded because of some misinformation — that [his new leadership style] was soft [and] had no backbone.

It wasn’t until the turn of the century and the plethora of research … that started to be shared that those of us who chose to be servant leaders had the data to back up our claims.”

There is a lot to learn from Knutson’s experience: Changing leadership style is sometimes necessary, but it won’t always be easy. If changing your leadership style feels right for you, you should try it.

The key, in my opinion, is authenticity. When I identified more with a transactional or pacesetting leadership style, I was left with more challenges and few benefits.

Benefits are abundant to both styles, but I struggled to connect with them when I wasn’t truly being me.

How to Choose the Right Leadership Style for You

There are many ways to find a leadership style that works for you. Because of this, it can be tough to know where to begin. If you’re not sure what leadership styles will work for you, these steps can help.

Infographic shows the seven steps to choosing the right leadership style for you.

1. Get to know yourself.

Everyone has a unique path to self-discover. Some take risks and try new things and others prioritize quiet time, writing exercises, and listing strengths and weaknesses.

Another path to learning about yourself is through physical activity and spending time with other people. However you go about it, getting to know yourself is an important first step toward being a leader.

The journey of getting to know yourself will lead you to a sense of authenticity. Gauri Manglik, CEO and co-founder at Instrumentl, values the role of authenticity in leadership.

She says, “Leadership is a journey, and you never stop learning. But staying true to your values and leading with authenticity is key.”

2. Outline your values and challenges.

Knowing yourself will help you understand what’s important to you and where you struggle. Being a leader means working quickly and making decisions quickly, so having your values mapped out can be extremely helpful.

As you write out your values, look at pivotal moments in your life to date. Then, look for trends, people you’re drawn to, and common themes. If your list is long, group similar ideas together.

Having an outline can help you see how you react, your strengths and weaknesses, and a base for your core values.

Mark W Lamplugh Jr., CEO at South Jersey Treatment Management Company, is heavily driven by his values around shared decision-making.

He says, “The leadership journey I have been through was heavily influenced by my experience in marketing and the mental health domain, where empathy and understanding are very crucial. In the style of participative leadership, I feel most connected with its values that support shared decision-making.”

Lamplugh noted the progression was natural. As he began to advance professionally, it became clear that collective brainstorming sessions were the best places for ideas to flourish.

“In fact, in mental health care particularly, respecting and recognizing different perspectives is vital not only for creative thinking but also for delivering compassionate care,” he notes.

3. Watch leaders you respect.

Observing leaders you respect can also help you define your leadership style. As you watch them in meetings, client conversations, and presentations, take notes of what you like.

Another approach is to view their actions with specific leadership styles in mind, helping you figure out what their approach is and whether it will work for you.

The important thing to note is that the leadership style must work for you. Gauri Manglik found her way to her leadership style after emulating the bosses or mentors she admired.

She says, “My leadership style developed organically over my career. Early on, I tried to emulate bosses or mentors I admired. But I quickly learned that I needed to develop my own style that fit my personality and strengths.”

Watching leaders is a great place to start, but developing your own style is a must. Even our most aspirational leaders might not hold all the clues to our leadership style.

4. Try different leadership styles.

A hands-on option is to try out different leadership styles. You can create an outline of what interests you and review your notes before your next meeting to see how you can incorporate it into your interactions.

I spoke to many leaders when writing this article, and there’s a common theme: leadership styles are developed over time.

Connor Gillivan, CMO at TrioSEO, started experimenting with leadership styles in college. He says, “I got real-life experience [of leadership] starting my own e-commerce business in college and building a team of 30 plus team members over four years.”

In over 15 years of being an entrepreneur, Gillivan’s leadership style has evolved.

His goal as a leader is to put people in a win-win-win situation: “a win for them in their personal growth, a win for the company in its growth stage, and a win for me in terms of growth,” he says.

5. Find a business coach or mentor.

Working with a business coach can also help you hone your leadership style.

A mentor can be someone in your workplace you respect and would appreciate feedback from, whether it’s another leader or a colleague you respect. You can also check out this guide on how to find a business coach.

Matthew Sanjari, founder and business coach at PRIME Consulting, says, “I’ve spent a significant amount of time developing my leadership style by being coached and mentored myself.”

6. Ask colleagues and leaders for feedback.

Another way to find the best style for your needs is to ask other colleagues, leaders, and team members for feedback.

The best approach for this strategy is to plan out what you want to ask and why so you get the feedback you need. Think about how people might respond and also set clear guidelines and expectations.

When you get feedback, make sure to listen carefully. You’ll gain valuable information about your strengths and weaknesses that will help you understand where you need to improve and the style that will help you improve.

Bhavik Sarkhedi, CMO at Write Right, credits feedback with helping him develop his style. He also describes his leadership journey as “transformative.”

He says, “My leadership style leans towards transformational leadership — I strive to inspire and motivate my team by setting a vision that pushes boundaries and fosters innovation.”

Sarkhedi notes that this style didn’t emerge overnight. It was cultivated through continuous learning, feedback, and adapting to different challenges.

“Early in my career, I observed various leaders, noting what resonated with their teams and what didn’t. Reading extensively, from classic leadership tomes to contemporary articles, provided theoretical backing to the practical insights I gathered,” Sarkhedi says.

7. Complete a leadership style assessment.

Leadership assessments are helpful tools for leaders, yourself as an individual, and teams.

A leadership quiz can make it easier to understand your strengths and skills. It can surface habits and qualities you might not be aware of and give you a clear direction for growth.

If this is something you want to try, the leadership assessment below is a great place to start.

Inge Von Aulock, CEO of Top Apps, believes that high self-awareness makes a good leader.

She says, “There are a few key aspects of strengths-based leadership to consider. It requires you to have self-awareness because you have to get brutally honest with yourself about your own strengths through assessments and feedback.”

Leadership Style Assessment

Leaders carry a mix of the leadership styles mentioned above. At the root of these styles, leadership experts Bill Torbert and David Rooke say, are what are called “action logics.”

These action logics assess “how [leaders] interpret their surroundings and react when their power or safety is challenged.”

That’s the idea behind the Leadership Development Profile, a popular management survey tool. Created by professor Torbert and psychologist Susanne Cook-Greuter — and featured in the book Personal and Organizational Transformations

The survey uses a set of 36 open-ended sentence completion tasks to help researchers better understand how leaders develop and grow.

Below, we’ve used open-ended sentences to outline six action logics that describe each one. Review the sentences, see how they resonate with you, and figure out which leadership style upholds based on the action logic you most align with.

1. Individualist

The individualist is self-aware, creative, and primarily focused on their actions and development as opposed to overall organizational performance.

This action logic is exceptionally driven by the desire to exceed personal goals and constantly improve their skills.

Here are some things an individualist might say:

Individualist 1: “A good leader should always trust their own intuition over established organizational processes.”

Individualist 2: “It’s important to be able to relate to others so I can easily communicate complex ideas to them.”

Individualist 3: “I’m more comfortable with progress than sustained success.”

2. Strategist

Strategists are acutely aware of the environments they’re in and have a deep understanding of the structures and processes that make their businesses tick. Still, they’re also able to evaluate what could be improved.

Here are some things a strategist might say:

Strategist 1: “A good leader should always be able to build a consensus in divided groups.”

Strategist 2: “It’s important to help develop the organization as a whole, as well as the growth and individual achievements of my direct reports.”

Strategist 3: “Conflict is inevitable, but I‘m knowledgeable enough about my team’s personal and professional relationships to handle the friction.”

3. Alchemist

Rooke and Tolbert describe the alchemist as highly evolved and effective at managing organizational change.

They differ from other action logics in their unique ability to simultaneously see the big picture and minute details. No department or employee gets overlooked with an alchemist leader.

Here are some things an alchemist might say:

Alchemist 1: “A good leader helps their employees reach their highest potential, and possesses the necessary empathy and moral awareness to get there.”

Alchemist 2: “It‘s important to make a profound and positive impact on whatever I’m working on.”

Alchemist 3: “I have a unique ability to balance short-term needs and long-term goals.”

4. Opportunist

Opportunists are guided by a certain level of mistrust of others, relying on a facade of control to keep their employees in line.

“Opportunists tend to regard their bad behavior as legitimate in the cut and thrust of an eye-for-an-eye world,” Rooke and Tolbert write.

Here are some things an opportunist might say:

Opportunist 1: “A good leader should always view others as potential competition to be bested, even if it’s at the expense of their professional development.”

Opportunist 2: “I reserve the right to reject the input of those who question or criticize my ideas.”

5. Diplomat

Unlike the opportunist, the diplomat isn’t concerned with competition or assuming control over situations.

Instead, this action logic seeks to cause minimal impact on their organization by conforming to existing norms and completing their daily tasks with as little friction as possible.

Here are some things a diplomat might say:

Diplomat 1: “A good leader should always resist change since it risks causing instability among their direct reports.”

Diplomat 2: “It‘s important to provide the ’social glue’ in team situations, safely away from conflict.”

Diplomat 3: “I tend to thrive in more team-oriented or supporting leadership roles.”

6. Expert

The expert is a pro in their given field, constantly striving to perfect their knowledge of a subject and perform to meet their own high expectations.

Rooke and Tolbert describe the expert as a talented individual contributor and a source of knowledge for the team. But, this action logic does lack something central to many good leaders: emotional intelligence.

Here are some things a diplomat might say:

Expert 1: “A good leader should prioritize their own pursuit of knowledge over the needs of the organization and their direct reports.”

Expert 2: “When problem-solving with others in the company, my opinion tends to be the correct one.”

Which Leader Are You?

So, which action logic above felt like you? Think about each sentence for a moment.

Now, check out which of the seven leadership styles you embrace on the right based on the sentences you resonated with on the left.

Alt text: Table shows action logic sentences with associated leadership styles so you can identify your leadership style using examples.

The more action logics you agree with, the more likely you are to practice a mix of leadership styles.

For example, if you agreed with everything the strategist said, this would make you a 66% strategic leader and 33% democratic leader.

If you agreed with the third statement and everything the alchemist said, this would make you a 50% transformational, 25% strategic, and 25% democratic leader.

Keep in mind that these action logics are considered developmental stages, not fixed attributes — most leaders will progress through multiple types of leadership throughout their careers.

Learn Your Leadership Management Style to Become a Better Leader

Whether you manage a big or small team, your leadership style heavily impacts how your direct reports see you and how your team works together to achieve your company’s goals.

There are many different styles of leadership, so choosing one that works for you can make you a more effective leader.

If you want to be a leader that makes a difference, you’ll need to keep growing and embrace change. Are you ready to get started?

Editor’s note: This post was originally published in August 2016 and has been updated for comprehensiveness.

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Categories B2B

33 Great Landing Page Examples You’ll Want to Copy in 2024

While many landing pages look different and use a variety of strategies to pull in audiences, they all serve one major purpose — to convert visitors to the next stage in the buyer’s journey.

Free Guide: How to Build & Optimize Landing Pages

Table of Contents

Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage a customer by offering them something that relates to the product or the company’s industry.

When they fill out the form and receive a interesting content, they might be even more likely to trust your brand and become a customer.

Quick tip: Want an easy way to add a form to your landing page? HubSpot’s free form builder tool can help you fill your CRM with leads from your website.

I’ll share an example of when a landing page can be especially effective.

If a business wants to sell an AI product that helps salespeople, it might create a landing page that offers audiences a free video on how to use AI in the sales industry. Interested audiences might offer their contact information in exchange for valuable information.

If they enjoy the video they’ve received, they might be more likely to respond to or purchase a product from a company rep who calls them.

Another quick tip: How about an AI product that helps with landing pages? HubSpot’s Campaign Assistant turns your key value props into effective landing page copy in just a few clicks.

Plus, the Landing Page Creator GPT can craft copy for you in minutes and even create a designed page in HubSpot’s CMS with the click of a button.

In another scenario, a publishing company that targets an audience of chief executives might create a landing page that invites audiences to sign up for a webinar hosted by an executive at a major company.

After giving their email address on the signup form presented on the landing page, the leads get an email with the webinar dates and login information, as well as instructions on how to sign up for the publication’s newsletter or subscription.

If the webinar pleases the user, they might sign up for the newsletter or a subscription to keep up with similar publication content.

Although their purpose is simple, designing a successful landing page requires some detailed planning and creative testing.

Even after launching your landing page, you‘ll want to pay attention to conversion rates to see how well it’s doing.

To determine your conversion rate, simply divide the number of conversions a web page generates by the number of people who visited that page.

If your conversion rate isn‘t close to the average just yet, don’t worry. Nailing those percentages can be challenging at first, especially if you have a lot of regular page visitors.

Luckily, there are several simple conversion rate optimization strategies that can help you boost your current rate quickly.

Regardless of what your business is selling or the conversion action you hope to instigate, it’s helpful to get inspired by seeing what other great landing pages look like.

And because there‘s no one “right” way of designing a landing page, you’ll want to check out examples from lots of different industries for different stages of the buying process.

Want to get inspired? Check out the great landing page examples below.

Great Examples of Landing Page Design

1. AirBnB (Travel and Leisure)

This AirBnB landing page is a one-stop shop for visitors curious about where to book a holiday rental. It features several options like beachfronts, cabins, and amazing views.

What I like: Once a user clicks, they can easily view the potential home, read testimonials, and view the pricing. What’s even better is a user’s ability to select a date to book on the same page and convert on the spot if the info is convincing.

personalized landing page examples

How to Implement This Yourself

AirBnB’s design style is clean and platform agnostic, which makes for a pleasant site for users on iOS and Android. Follow conventions on important elements like navigation, system iconography, contextual actions, and interactions for a similar experience.

2. Wix (SaaS: Web Development)

Wix has turned its landing page into a creative playground with a captivating digital illustration that follows you down the page. It‘s not overwhelming or distracting — it’s carefully balanced with white space and clear text.

What I like: Wix’s use of design to emphasize certain touchpoints on the page. For instance, the mountain’s peak in the illustration points to the main CTA encouraging visitors to get started.

landing page examples wix

How to Implement This Yourself

Explore your brand’s color palette and story. Make it reflect your mission and identity in an eye-catching way that differentiates yours from competitors. And if you need a guide, create a custom color palette for your brand here.

3. ExpressVPN (Digital Privacy and Security)

What do I love most about this landing page? It’s not what it has, but what it doesn’t — a navigation bar! By removing the navigation bar, ExpressVPN shines a spotlight on the primary CTA.

Why do we take an anti-navigation stance for landing pages? They distract visitors and lead them away from the intended action. Not only is this a landing page design best practice, but our A/B tests experiment shows that removing navigation links from landing pages increases conversion rates.

ExpressVPN landing page

How to Implement This Yourself

The choice to use a serif typeface speaks to ExpressVPN’s established trust and authority. Differentiate your brand from the trend of straight lines and rigid, sharp edges and try to find fluidity and warmth in your style.

4. Row House (Fitness)

Besides its sleek design, this landing page gets bonus points for the header that gives prospects a free first class.

I also like the copy, which speaks to both new and experienced fitness pros. What’s better is including access to a fitness community that can help keep customers accountable to their fitness goals.

RowHouse fitness landing page

How to Implement This Yourself

Row House focused its website design to be minimal and get people straight to sign up. When you design your own landing page, ditch a fussy design and focus on how you can turn prospects to customers quicker.

5. Codeacademy (SaaS: Education)

I like this page because it’s simple in both copy and design.

The form on the page is simple and only requires an email address and password. Or, you can use your LinkedIn, Facebook, GitHub, or Google Plus login, shortening the conversion path even further.

The landing page also offers real-life success stories, testimonials, and other forms of social proof for visitors who need more information before creating an account. This helps make the potentially intimidating world of coding more approachable for beginners.

landing page example, codecademy

How to Implement This Yourself

Lead your landing page design centered on value. Let your webpage be more of a blank canvas to showcase your satisfied customers.

6. Sunbasket (Ecommerce: Food and Nutrition)

Sunbasket’s landing page ticks all the boxes by communicating its audience’s challenge in simple terms. People like me want an easy and convenient process in making meals.

I want the best quality food that’s organic. And I want my meals on autopilot. Sunbasket nails all these and that means my chance of becoming a customer is high.

landing page example, sunbasket

How to Implement This Yourself

List the pain points of your audience and confirm you’ve answered them on your landing page. Doing this makes your audience feel seen and this can boost your odds of converting them.

7. Curology (Beauty)

I‘d argue that the top fold is the most important element of a landing page, alongside the CTA.

Curology’s top fold is clean, visually appealing, and to the point — and the copy is less than 50 characters long. Users immediately understand the offer and how it can benefit them.

Even if the brand is new to you, its message is loud and clear: regardless of your skin issues, Curology has a custom solution for you.

landing page example, curology

How to Implement This Yourself

Make your landing page reflect how your customer will feel when they use your product. An open and clear visual of a room with plants and clean tile gives a pleasant impression that your audience may be looking for.

8. Breather (Productivity: Co-working Space)

Here‘s another example of clever, delightful design on a landing page.

As soon as you visit Breather.com, there’s an instant call to action: indicate where you want to find a space. Plus, it uses location services to figure out where you are, providing instant options nearby.

I love how Breather uses simple, to-the-point copy to let the visitor know what the company does, followed immediately by the CTA to select a city.

The negative space and soothing color scheme also align with the product — essentially, room to breathe.

landing page example, mailchimp

How to Implement This Yourself

You want to make customer sign ups as easy as possible. Place your CTA as a focal point and design your landing page in a way that guides users to click them.

9. Mailchimp (SaaS: Marketing)

For starters, check out the two sunny yellow calls to action — they are impossible to ignore. It’s a bold departure from its more subdued home page, yet still on brand.

Besides the color, this landing page gets a shoutout for its CTA placement. It displays a consistent CTA (“Start free trial” and “Get started”) and is visible on the page.

This is a solid strategy since the CTA operates as a gateway for converting clients. It should be available to visitors as they move down the page, not just once on the top fold.

How to Implement This Yourself

Soft colors are the modern norm, but that doesn’t mean your brand has to fall in line. Go against the grain like Mailchimp and make a bold landing page background with cool tone CTAs to compliment.

10. Paramount Plus (SaaS: Entertainment)

This landing page design has it all. It’s visually appealing, interactive, and offers scannable yet descriptive headers. Plus, the background makes each fold look slightly different, creating a captivating scrolling experience.

The landing page also features a repeatable CTA (“Sign In…”) and several strategically-placed content offers, culminating in multiple touchpoints for visitors to convert.

landing page example, carmax

How to Implement This Yourself

Don’t be afraid to place more than one CTA on your landing page. Space them out appropriately and even experiment with the wording to see which gets the most clicks.

11. CarMax (Automobile: Cars)

CarMax is ready to empower visitors to do their own research right on the landing page. It features a search bar that leads to a large database of cars and a calculator that allows visitors to estimate their ideal monthly budget.

For those looking to sell their car, it also includes a form that users can fill out to receive a quote.

It‘s clear CarMax wants the buying or selling experience to be as painless as possible. By translating the company’s customer-centric approach on its landing page, CarMax effectively turns a universally dreaded event — purchasing a new car — into a straightforward process without gimmicks or barriers.

How to Implement This Yourself

Sometimes, you don’t need to do a lot of convincing on your landing page.

Instead of relying on text heavy monologue or testimonials, present customers with a means to get the information they want first, and then get into the details as they explore your site.

Simple Landing Pages

12. Uber (Ride-sharing)

People are flooded with information online. This is why creating a skim-able landing page is essential — like this one from Uber.

It features a black-and-white color scheme, short and easily-digestible sentences, and a simple call to action that leads to a sign up form. The combination of these elements results in a professional and approachable page.

landing page example, uber

How to Implement This Yourself

If your product or service doesn‘t target a specific or niche market, but instead a broad range of people, you should focus your web design on conveying a clear message over complicated design styles.

Anyone can use Uber, so you don’t want to drive any customers away.

13. Spotify (Ecommerce: Audio Streaming)

This landing page takes a dramatic detour from Spotify‘s classic green and black colors — and perhaps that’s the point. It could be a way to signal to visitors that the page serves a different purpose from its other content.

Even though the landing page is relatively simple, the stark color contrast emphasizes the text and CTAs. To entice visitors even more, Spotify lists different pricing plans for its different audience segments.

landing page example, spotify

How to Implement This Yourself

Incorporate some original graphic design elements into your landing page to add to the visuals on your landing page. We’ve already discussed how important it is to display clear CTAs, but a visual indicator of what the product or service is like can further push prospects to convert.

14. Canva (SaaS: Design)

Sometimes, you need to admire a landing page for its attractive and straightforward design.

Similar to the example above, this one features an abundance of white space that accentuates the text and balances the bright colors throughout.

To seal it off, the page ends with a FAQ section.

If you suspect visitors will have additional questions about your products or services, you may want to include a similar section too. It lets potential customers better understand what you’re trying to sell them, and sends a message that you’re open to questions.

landing page example, canva

How to Implement This Yourself

Canva incorporates its product as a part of its landing page design and so can you. If you want people to see the product range or capabilities of your service, show them upfront.

Product Landing Pages

15. Mooala (Ecommerce: Food)

Playful isn‘t usually the first word that comes to mind when you think of dairy-free milk, but Mooala’s bright and colorful landing page is exactly that.

This example illustrates how you can embrace simplicity while using relatively bold striking colors — like neon green — to highlight important headers and CTAs.

To pull this off, stick with colors that correspond with your brand while also capturing the attention of visitors.

landing page example, moola

How to Implement This Yourself

Mooala uses a distinct color story to off its product range, and it‘s done with earth tones intentionally. There’s an added layer of trustability when your product/site design looks trustworthy, and for an organic product line, earthy tones add to that motif.

16. Nauto (Shipping)

When writing website copy for a product or service, a helpful rule of thumb is to expand on the benefits rather than the features. Such advice also applies to writing landing pages.

For example, instead of bombarding visitors with technical information, Nauto, a fleet safety platform, chooses to highlight its benefits with clear and engaging copy (“Your roadmap for fleet safety”). In doing so, Nauto makes its content offer more appealing.

landing page example, nauto

How to Implement This Yourself

Focus your landing page on what your product or service can do for the people that come across it. They need to know how it will improve their lives or processes, not the specs or minute details.

17. Rover (Pets)

Putting your pets in the care of another person can be nerve-wracking. Which is why Rover, an on-demand pet care service, leans on social proof to build trust with visitors.

The landing page includes testimonials from real clients and copy about its “Rover Guarantee” and 24/7 support. Of course, the cute pictures of animals help too.

landing page example, rover

How to Implement This Yourself

Rover knows what its customer base is visiting its website for, and that’s to easily book pet services. When you think about what your customer base is trying to accomplish, meet them with a solution as soon as they get to your landing page.

18. Gong.io (SaaS: Call Recording)

There are many intelligence platforms on the market, and Gong knows that. So how did it make its landing page stand out? By calling itself an AI platform and using social proof of 4,000+ customers to show that the platform works.

Gong is a revenue intelligence platform, and when you go into the site, you may be curious to know what all that means — you may want to see conversion analytics, sales training capabilities, or more depending on your business.

Gong solves that need on its landing page by displaying messages such as,“Engage customers, forecast accurately, and improve team productivity, all in one revenue intelligence platform.”

And to make it even more convincing, Gong adds lots of average review ratings it has got from third-party websites. This adds more credibility to the platform and can spur prospects to demo the software.

landing page example, gong

How to Implement This Yourself

Try out an interactive landing page. Look at different themes or code that can move automatically or with the viewer as they scroll your site to reveal more interesting and positive information about your product or service.

Webinar Landing Page Examples

19. Gartner (Consulting)

The headline of this webinar landing page made me lean forward.

First, it focuses on the trending issue of AI and its role in the future of work. But most remarkably, the topic is contrarian. Experts say AI lacks empathy. So, the notion that AI could be “your most human-centric leader” is intriguing.

Note that Gartner doesn’t claim AI is human-centric. The webinar’s description reveals that its goal is to show how AI can augment, not replace, workplace leaders. This theme is common in conversations around the “AI and future of work” topic.

However, by crafting the topic in a thought-provoking way, Gartner effectively captures its audience’s attention without using click-bait.

landing page example, gartner

How to Implement This Yourself

According to a 2021 BrightTALK report, your webinar topic has the greatest impact on registration and attendance. So, getting it right is crucial.

Choose a topic relevant to your target audience’s needs and goals. You can attract more interest by selecting trending topics or approaching the subject from a contrarian angle.

What I like: Gartner’s signup form is conspicuous and short, requiring email only. Per our survey of 101 U.S-based marketers and advertisers, 30.7% believe four form questions are ideal for maximum conversions. However, we believe there’s no one-size-fits-all for the number of questions to ask on your landing page form.

My recommendation? Only request information that you absolutely need from visitors.

20. ConvertCart (SaaS: Marketing)

This webinar landing page also nails its webinar topic. Audiences prefer real-life experiences over textbook knowledge. So, the case study format of the webinar is appealing.

Learning email secrets gathered from other successful eCommerce businesses will likely interest other eCommerce business owners. I’d wager that a different headline, like “Effective Email Strategies for a Successful eCommerce Business,” could have a lower conversion rate.

landing page example, convertcart

How to Implement This Yourself

The landing page copy states that ConvertCart studied emails of 500+ e-commerce brands to uncover the secrets they shared. You, too, can find valuable insights by auditing your audience insights, interviewing your most successful customers, or just conducting a research study.

21. Calendly (SaaS: Scheduling Automation)

In my experience, most webinar landing pages present the webinar details using text-based copy. But here, Calendly used a 43-second video. This move is smart, given the growing popularity of video marketing.

I also like that they partnered with an SME — sales educator Morgan J. Ingram — for the webinar and promo video. This partnership signals Calendly’s commitment to addressing customer pain points, potentially boosting webinar lead conversions.

Morgan’s experience includes training at Salesforce, Google, Slack, and other high-growth startups. His presence in the video will attract sales professionals who are familiar with his work.

landing page example, calendly

How to Implement This Yourself

90% of video marketers say that video gives them a positive ROI. Consider featuring a video promo on your webinar landing page. Bonus points if you can collaborate with an SME or an influencer.

Course Landing Page Examples

22. Radical Design Course by Jack McDade (Design)

If you wanted to take a design course, your first question would probably be, “Is this designer worth learning from?” Jade instantly shows his expertise by using a landing page that stands out for its unique, retro-style design.

I like the insights I get about the course creator’s personality, thanks to the personality-infused video sales letter and copy.

landing page example, radical design

How to Implement This Yourself

Everyone appreciates beauty. Thankfully, you can create an attractive course landing page using drag-and-drop builders like HubSpot. You don’t need a design or technical background.

For course creators, your unique personality is one of your strongest differentiators. So, let your personality shine through your landing page. It makes your copy more engaging.

23. Part-Time YouTuber Academy by Ali Abdaal (Video)

This landing page excels in several areas. First, the title “Part-Time YouTuber Academy” directly addresses a common concern of new creators: “I don’t have time to make videos.”

landing page example, youtuber academy

As expected from a YouTube content creation course, the page features a compelling sales video from Ali.

However, it also includes reviews from successful students and popular creators like Tiage Forte, author of the Wall Street Journal bestseller Building a Second Brain, and Chris Williamson, host of the popular “Morden Wisdom” podcast.

landing page example, youtuber2

I love that all the testimonial videos were recorded in high resolution. I’ve seen course pages from well-known creators with low-resolution video reviews, which weaken the impact of the testimonials and their brand. We know this landing page converts well because Ali reported earning $2.5 million in course sales in 2023.

How to Implement This Yourself

The right course name can make the difference between a high and low-converting landing page, so choose one that makes a solid first impression on your audience.

Additionally, details like the resolution of testimonial videos might seem minor, but they matter. Ensure every element of your landing page reflects careful craftsmanship.

24. Freelancing School by Joanna Weibe (Copywriting)

Joanna Wiebe is a highly respected and experienced copywriter, and she shows her skills on this landing page. The headline appeals to readers’ emotions by addressing a common aspiration among freelance writers: earning six figures.

Rather than simply saying, “I can help you achieve that dream,” she takes an authoritative stance, challenging readers to leverage her resources to achieve their dreams. This authoritative tone continues in her video sales letter.

landing page example, freelancing school

The landing page also features other experts like Jillian Smith, Aaron Orendorff, and Jesse Gernigin as instructors. Collaborating with these marketing veterans builds trust and increases the likelihood of conversion.

landing page example, freelancing school

How to Implement This Yourself

Don’t shy away from using an authoritative tone in your landing page copy.

Potential customers need to be convinced of your competence, so confidently list your achievements and collaborate with other experts to build trust.

An authoritative tone, balanced with empathy, can help persuade and engage your audience.

25. Notion Mastery by Marie Poulin (Project Management)

Notion is an increasingly popular and versatile tool that combines project management, knowledge management, and collaboration tools into a single software platform.

Marie describes her course as “the world’s best Notion training.” This claim triggered my BS instinct and made me think, “Just anyone can say that.” I wanted proof.

landing page example, notion

Fortunately, she shared feedback from Notion Founder Ivan Zhao that completely solidified her claim. Ivan described her as a world-class Notion expert who’s able to do with Notion things that are beyond his imagination. In Ivan’s words, Marie’s skill “blew our minds.” I was ready to pull out my credit card at this point.

How to Implement This Yourself

Landing pages often make big claims but fail to justify them. Without evidence, these claims can come across as empty promises.

Thanks to unethical marketers, buyers have learned that some people would say anything to make a sale. Your audience wants to believe you, but they need proof. So, always provide evidence to back up your big claims.

B2B Landing Page Examples

26. Survicate (SaaS)

Survicate nailed its messaging. Without scrolling past the hero section, I completely understood Survicate’s use case and value proposition.

The pre-headline, “Effortless Survey Software,” clearly shows the product category. The personality-infused headline and bullet points effectively communicate the company’s value proposition. They further reinforce this message with images of common survey types on their platform.

landing page example, survicate

Further down the page, Survicate highlights what makes it different.

landing page example, survicate

How to Implement This Yourself

B2B copy often lacks personality, which is unfortunate because everyone appreciates a bit of fun. Brainstorm opportunities to infuse personality in your messaging without coming off as unprofessional.

Pro tip: Ask yourself, “How would a delighted customer describe our product without corporate jargon?”

27. Plus Docs (SaaS)

This landing page headline tells us what Plus Docs does, but they go further by demonstrating the product’s use cases with a 5-minute video.

SaaS tools rarely include a demo video on their homepage. They usually place it in their help center or YouTube channel. Including a demo on the homepage shows that Plus Docs has thoughtfully considered the questions site visitors may have.

landing page example, plus

How to Implement This Yourself

There’s no one-size-fits-all formula for creating an effective landing page.

However, the right mindset is crucial. Ask yourself, “Does this landing page address the common questions readers will have?” Don’t hesitate to adopt relatively uncommon practices if they help answer these questions.

28. Hack the Box (Cybersecurity)

Though this landing page is in an unfamiliar niche, it took me less than 15 seconds to understand they’re a cybersecurity company.

The headline, “Cyber Performance Center,” seemed vague at first, but as I scrolled down, I realized they provide security training to individuals and organizations.

I like how Hack the Box promoted their event — Business CTF 2024 — near the top of the landing page in a non-distracting way.

Further down, they included a quote to highlight the necessity of their service: “50% and more of significant cyber incidents are caused by a lack of skills or human failure.” This quote would be more compelling if they cited their source.

landing page example, hack the box

How to Implement This Yourself

Ensure your headline passes the grunt test. Within 5 seconds of landing on your site, visitors should know what you offer, how it will improve their lives, and how to take the next step: purchase.

Membership Landing Page Examples

29. Exitfive by Dave Gehardt (Community: Marketing)

I love the design of this landing page. It uses interactive animations to create an immersive experience for visitors. The membership benefit is also clear: access to proven knowledge to succeed in B2B marketing.

The community’s founder, Dave Gerhardt, was VP of Marketing at Drift, leading the company to a $1B+ valuation. He was also CMO at Privy, a brand that was acquired for $100M+. So, Dave has the credentials to match Exit Five’s promise.

However, he makes it risk-free to join by offering a 7-day free trial.

landing page example, exit five

How to Implement This Yourself

Simple landing pages built using drag-and-drop builders are sufficient. However, if your budget can accommodate it, consider investing in an exceptional landing page. It’s an effective way to stand out.

30. Pavillion (Community: Marketing)

This landing page design is nice and vibrant. I like how the headline gets the spotlight on this landing page. Also, the text-light hero section helps to reduce the probability of overwhelm. The page remains scannable as you scroll down.

landing page example, pavilion

How to Implement This Yourself

Leonardo Da Vinci asserted that “simplicity is the ultimate sophistication.” Antoine de Saint-Exupéry also said, “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.” The lesson? Be rigorous about ensuring your landing page contains no unnecessary parts. Simplicity sells.

Newsletter Landing Page Examples

31. Justin Welsh (Marketing)

Justin Welsh is one of the world’s foremost authorities on solopreneurship, and I love how he frontloads his authority on this landing page.

While landing pages typically place testimonials in the middle or near the bottom, Justin features endorsements from well-known entrepreneurs like Dan Go, Sahil Bloom, and Dan Koe right in the hero section.

His hero section also highlights his impressive readership of 215K+ people. I appreciate that Justin shares the estimated reading time for his newsletters. With so many unread emails, knowing his emails take less than 4 minutes per week to read makes it easier for me to commit.

Additionally, he includes links to previous issues, allowing visitors to sample the emails before subscribing.

landing page example, justin welsh

How to Implement This Yourself

Third-party reviews are powerful. If you have testimonials from notable people, feature them prominently on your landing page rather than near the bottom.

Additionally, find creative ways to establish your expertise and address your target audience’s common objections right from the start.

32. The Gist (Sports)

I hadn’t heard of The Gist until recently, but its 900K+ subscriber count is huge social proof. This large following suggests an established reputation, making me more attentive to its offer.

They further strengthened their credibility by adding, “As seen in Forbes, TechCrunch.” These efforts are essential because people want news from credible sources. True to its name, The Gist’s landing page content is snackable — the entire page fits my screen, so I didn’t have to scroll.

landing page example, gist

How to Implement This Yourself

As mentioned earlier, ensure your landing page addresses your target audience’s biggest objections. Also, strive to frontload this information and keep it brief.

33. 3-2-1 Newsletter by James Clear (Self-improvement)

James makes a bold claim, describing his newsletter as “the most wisdom per word of any newsletter on the web.” But I’m inclined to believe his claim since I know he authored “Atomic Habits,” a book that’s sold over 15 million copies as of 2023.

Plus, self-improvement newsletters with three million+ subscribers are rare. So even if a page visitor were unaware of his success as an author, that social proof could spur them to subscribe.

Like Justin, James‘s landing page also features past issues of the newsletter so visitors can scan it and determine if it’s worth their time.

landing page example, james clear

How to Implement This Yourself

Many authorities avoid taking a stance because they don’t want to seem cocky.

But true authorities don’t (or shouldn’t) hedge. Like Joanna Weibe, Maurie Poulin, and Justin Welsh in the examples above, confidently brag on your landing page… within reason.

Your best customers will find this confidence attractive, not repulsive.

Ready to build your landing page?

Whether you’re using a landing page template or building one from scratch, it’s essential to keep these best practices top of mind. And remember to test your landing pages to improve their effectiveness.

Editor’s note: This article was originally published in January 2022 and has been updated for comprehensiveness.

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Categories B2B

18 of My Favorite Sample Business Plans & Examples For Your Inspiration

I believe that reading sample business plans is essential when writing your own.

→ Download Now: Free Business Plan Template

As you explore business plan examples from real companies and brands, it’s easier for you to learn how to write a good one.

So what does a good business plan look like? And how do you write one that’s both viable and convincing? I’ll walk you through the ideal business plan format along with some examples to help you get started.

Table of Contents

Business Plan Types

Ultimately, the format of your business plan will vary based on your goals for that plan. I’ve added this quick review of different business plan types that achieve differing goals.

For a more detailed exploration of business plan types, you can check out this post.

1. Startups

Startup business plans are for proposing new business ideas. If you’re planning to start a small business, preparing a business plan is crucial. The plan should include all the major factors of your business.

You can check out this guide for more detailed business plan inspiration.

2. Feasibility Studies

Feasibility business plans focus on that business’s product or service. Feasibility plans are sometimes added to startup business plans. They can also be a new business plan for an already thriving organization.

3. Internal Use

You can use internal business plans to share goals, strategies, or performance updates with stakeholders. In my opinion, internal business plans are useful for alignment and building support for ambitious goals.

4. Strategic Initiatives

A strategic business plan is another business plan that’s often shared internally. This plan covers long-term business objectives that might not have been included in the startup business plan.

5. Business Acquisition or Repositioning

When a business is moving forward with an acquisition or repositioning, it may need extra structure and support. These types of business plans expand on a company’s acquisition or repositioning strategy.

6. Growth

Growth sometimes just happens as a business continues operations. But more often, a business needs to create a structure with specific targets to meet set goals for expansion. This business plan type can help a business focus on short-term growth goals and align resources with those goals.

Business Plan Format

I’m going to focus on a startup business plan that needs to be detailed and research-backed as well as compelling enough to convince investors to offer funding. In my experience, the most comprehensive and convincing business plans contain the following sections.

Executive Summary

This all-important introduction to your business plan sets the tone and includes the company description as well as what you will be exchanging for money — whether that’s product lines, services, or product-service hybrids.

Market Opportunity

Information about gaps in your industry’s market and how you plan to fill them, focused on demand and potential for growth.

Competitive Landscape Analysis

An overview of your competitors that includes consideration of their strengths and how you’ll manage them, their weaknesses and how you’ll capitalize on them, and how you can differentiate your offerings in the industry.

Target Audience

Descriptions of your ideal customers, their various problems that you can solve, and your customer acquisition strategy.

Marketing Strategy

This section details how you will market your brand to achieve specific goals, the channels and tactics you’ll utilize to reach those goals, and the metrics you’ll be using to measure your progress.

Key Features and Benefits

This is where you’ll use plain language to emphasize the value of your product/service, how it solves the problems of your target audiences, and how you’ll scale up over time.

Pricing and Revenue

This section describes your pricing strategy and plans for building revenue streams that fit your audiences while achieving your business goals.

Financials

This is the final section, communicating with investors that your business idea is worth investing in via profit/loss statements, cash flow statements, and balance sheets to prove viability.

Sample Business Plan: Section by Section

Okay, so now that we have a format established, I’ll give you more specific details about each section along with examples. Truthfully, I wish I’d had this resource to help me flesh out those first business plans long ago.

1. Executive Summary

I’d say the executive summary is the most important section of the entire business plan. It is essentially an overview of and introduction to your entire project.

Write this in such a way that it grabs your readers’ attention and guides them through the rest of the business plan. This is important because a business plan can be dozens or hundreds of pages long.

There are two main elements I’d recommend including in your executive summary: your company description and your products and services.

Company Description

This is the perfect space to highlight your company’s mission statement and goals, a brief overview of your history and leadership, and your top accomplishments as a business.

Tell potential investors who you are and why what you do matters. Naturally, they’re going to want to know who they’re getting into business with up front. This is a great opportunity to showcase your impact.

Need some extra help firming up your business goals? I’d recommend HubSpot Academy’s free course to help you set meaningful goals that matter most for your business.

Products and Services

Here, you will incorporate an overview of your offerings. This doesn’t have to be extensive, as it is just a chance to introduce your industry and overall purpose as a business. I recommend including snippets of information about your financial projections and competitive advantage here as well.

Keep in mind that you’ll cover many of these topics in more detail later on in the business plan. The executive summary should be clear and brief, only including the most important takeaways.

Executive Summary Business Plan Examples

This example was created with HubSpot’s business plan template. What makes this executive summary good is that it tells potential investors a short story while still covering all of the most important details.

Example 1:

Our Mission

Maria’s Gluten Free Bagels offers gluten-free bagels, along with various toppings, other gluten-free breakfast sandwich items, and coffee. The facility is entirely gluten free. Our team expects to catch the interest of gluten-free, celiac, or health-conscious community members who are seeking an enjoyable cafe to socialize. Due to a lack of gluten-free bagel products in the food industry currently, we expect mild competition and are confident we will be able to build a strong market position.

The Company and Management

Maria’s Gluten Free Bagels was founded in 2010 by Maria Jones, who first began selling her gluten-free bagels online from her home, using social media to spread the word. In 2012 she bought a retail location in Hamilton, MA, which now employs four full-time employees and six part-time employees. Prior to her bagel shop, Maria was a chef in New York and has extensive experience in the food industry.

Along with Maria Jones, Gluten Free Bagel Shop has a board of advisors. The advisors are:

  1. Jeni King, partner at Winding Communications, Ltd.
  2. Henry Wilson, president of Blue Robin, LLP.

Our Product

We offer gluten-free products ranging from bagels and cream cheese to blueberry muffins, coffee, and pastries. Our customers are health-conscious, community-oriented people who enjoy gluten-free products. We will create a welcoming, warm environment with opportunities for open mic nights, poetry readings, and other community functions. We will focus on creating an environment in which someone feels comfortable meeting a friend for lunch, or working remotely.

Our Competitive Advantages

While there are other coffee shops and cafes in the North Shore region, there are none that offer purely gluten-free options. This restricts those suffering from gluten-free illnesses or simply those with a gluten-free preference. This will be our primary selling point. Additionally, our market research [see Section 3] has shown a demand for a community-oriented coffee and bagel shop in the town of Hamilton, MA.

Financial Considerations

Our sales projections for the first year are $400,000. We project a 15% growth rate over the next two years. By year three, we project 61% gross margins.

We will have four full-time employees. The salary for each employee will be $50,000.

Start-up Financing Requirements

We are seeking to raise $125,000 in startup to finance year one. The owner has invested $50,000 to meet working capital requirements, and will use a loan of $100,000 to supplement the rest.

Example 2:

Marianne and Keith Bean have been involved with the food industry for several years. They opened their first restaurant in Antlers, Oklahoma in 1981, and their second in Hugo in 1988. Although praised for the quality of many of the items on their menu, they have attained a special notoriety for their desserts. After years of requests for their flavored whipped cream toppings, they have decided to pursue marketing these products separately from the restaurants.

Marianne and Keith Bean have developed several recipes for flavored whipped cream topping. They include chocolate, raspberry, cinnamon almond, and strawberry. These flavored dessert toppings have been used in the setting of their two restaurants over the past 18 years, and have been produced in large quantities. The estimated shelf life of the product is 21 days at refrigeration temperatures and up to six months when frozen. The Beans intend to market this product in its frozen state in 8 and 12-ounce plastic tubs. They also intend to have the products available in six ounce pressurized cans. Special attention has been given to developing an attractive label that will stress the gourmet/specialty nature of the products.

Distribution of Fancy’s Foods Whipped Dream product will begin in the local southeastern Oklahoma area. The Beans have an established name and reputation in this area, and product introduction should encounter little resistance.

Financial analyses show that the company will have both a positive cash flow and profit in the first year. The expected return on equity in the first year is 10.88%

Tips for Writing Your Executive Summary

  • Start with a strong introduction of your company that showcases your mission and impact, then outline the products and services you provide.
  • Clearly define a problem, explain how your product solves that problem, and show why the market needs your business.
  • Be sure to highlight your value proposition, market opportunity, and growth potential.
  • Keep it concise and support ideas with data.
  • Customize your summary to your audience. For example, you might emphasize finances and return on investment for venture capitalists, whereas you might emphasize community benefits and minimal environmental impact for progressive nonprofits.

For more guidance, check out our tips for writing an effective executive summary.

2. Market Opportunity

This is where you’ll detail the opportunity in the market. Ask and answer: Where is the gap in the current industry, and how will my product fill that gap?

To get a thorough understanding of the market opportunity, you’ll want to conduct a TAM, SAM, SOM analysis, a SWOT analysis, and perform market research on your industry to get some insights for this section. More specifically, here’s what I’d include.

  • The size of the market
  • Current or potential market share
  • Trends in the industry and consumer behavior
  • Where the gap is
  • What caused the gap
  • How you intend to fill it

Market Opportunity Business Plan Example

I like this example because it uses critical data to underline the size of the potential market and what part of that market this service hopes to capture.

Example: The market for Doggie Pause is all of the dog owners in the metropolitan area and surrounding areas of the city. We believe that this is going to be 2/3 of the population, and we have a goal of gaining a 50% market share. We have a target of a 20% yearly profit increase as the business continues.

Tips for Writing Your Market Opportunity Section

  • Focus on demand and potential for growth.
  • Use market research, surveys, and industry trend data to support your market forecast and projections.
  • Add a review of regulation shifts, tech advances, and consumer behavior changes.
  • Refer to reliable sources.
  • Showcase how your business can make the most of this opportunity.

3. Competitive Landscape Analysis

Since we’re already speaking of market share, you‘ll also need to create a section that shares details on who the top competitors are. After all, your customers likely have more than one brand to choose from, and you’ll want to understand exactly why they might choose one over another.

My favorite part of performing a competitive analysis is that it can help you uncover the following:

  • Industry trends that other brands may not be utilizing.
  • Strengths in your competition that may be obstacles to handle.
  • Weaknesses in your competition that may help you develop selling points.
  • The unique proposition you bring to the market that may resonate with customers.

Competitive Landscape Business Plan Example

I like how the competitive landscape section of this business plan shows a clear outline of who the top competitors are. It also highlights specific industry knowledge and the importance of location. This demonstrates useful experience in the industry, helping to build trust in your ability to execute your business plan.

Example:

Competitive Environment

Currently, there are four primary competitors in the Greater Omaha Area: Pinot’s Palette Lakeside (franchise partner), Village Canvas and Cabernet, The Corky Canvas, and Twisted Vine Collective. The first three competitors are in Omaha and the fourth is located in Papillion.

Despite the competition, all locations have both public and private events. Each location has a few sold-out painting events each month. The Omaha locations are in new, popular retail locations, while the existing Papillion location is in a downtown business district.

There is an opportunity to take advantage of the environment and open a studio in a well-traveled or growing area. Pinot’s Palette La Vista will differentiate itself from its competitors by offering a premium experience in a high-growth, influential location.

Tips for Writing Your Competitive Landscape

  • Complete in-depth research, then emphasize your most important findings.
  • Compare your unique selling proposition (USP) to your direct and indirect competitors.
  • Show a clear and realistic plan for product and brand differentiation.
  • Look for specific advantages and barriers in the competitive landscape. Then, highlight how that information could impact your business.
  • Outline growth opportunities from a competitive perspective.
  • Add customer feedback and insights to support your competitive analysis.

4. Target Audience

Use this section to describe who your customer segments are in detail. What is the demographic and psychographic information of your audience? I’d recommend building a buyer persona to get in the mindset of your ideal customers and be clear about why you’re targeting them. Here are some questions I’d ask myself:

  • What demographics will most likely need/buy your product or service?
  • What are the psychographics of this audience? (Desires, triggering events, etc.)
  • Why are your offerings valuable to them?

Target Audience Business Plan Example

I like the example below because it uses in-depth research to draw conclusions about audience priorities. It also analyzes how to create the right content for this audience.

Example:

The Audience

Recognize that audiences are often already aware of important issues. Outreach materials should:

  • Emphasize a pollution-prevention practice
  • Tell audience a little about how to prevent pollution
  • Tell audience where they can obtain information about prevention.

Message Content

  • Focus the content for outreach materials on cost savings, such as when and where pollution prevention is as cheap as or cheaper than traditional techniques. Include facts and figures.
  • Emphasize how easy it is to do the right thing and the impacts of not engaging in pollution prevention.
  • Stress benefits such as efficiency or better relations with government, for businesses not primarily concerned with public image.

Tips for Writing Your Target Audience Section

  • Include details on the size and growth potential of your target audience.
  • Figure out and refine the pain points for your target audience, then show why your product is a useful solution.
  • Describe your targeted customer acquisition strategy in detail.
  • Share anticipated challenges your business may face in acquiring customers and how you plan to address them.
  • Add case studies, testimonials, and other data to support your target audience ideas.
  • Remember to consider niche audiences and segments of your target audience in your business plan.

5. Marketing Strategy

Here, you‘ll discuss how you’ll acquire new customers with your marketing strategy. I think it’s helpful to have a marketing plan built out in advance to make this part of your business plan easier. I’d suggest including these details:

  • Your brand positioning vision and how you’ll cultivate it.
  • The goal targets you aim to achieve.
  • The metrics you’ll use to measure success.
  • The channels and distribution tactics you’ll use.

Marketing Strategy Business Plan Example

This business plan example includes the marketing strategy for the town of Gawler. In my opinion, it works because it offers a comprehensive picture of how they plan to use digital marketing to promote the community.

Example:

Screenshot of sample marketing plan

Image Source

 

Tips for Writing Your Marketing Strategy

  • Include a section about how you believe your brand vision will appeal to customers.
  • Add the budget and resources you’ll need to put your plan in place.
  • Outline strategies for specific marketing segments.
  • Connect strategies to earlier sections like target audience and competitive analysis.
  • Review how your marketing strategy will scale with the growth of your business.
  • Cover a range of channels and tactics to highlight your ability to adapt your plan in the face of change.

6. Key Features and Benefits

At some point in your business plan, you‘ll need to review the key features and benefits of your products and/or services.

Laying these out can give readers an idea of how you’re positioning yourself in the market and the messaging you’re likely to use. It can even help potential investors gain better insight into your business model.

Key Features and Benefits Business Plan Example

In my opinion, the example below does a great job outlining products and services for this business, along with why these qualities will attract the audience.

Example:

Products and Services

The ArtSphere is expanding its offerings. Our primary focus is now on offering art instruction classes. We will tailor our classes according to market segment and time of day, providing instructional opportunities during the morning and mid-day, after-school sessions, and evening classes.

We will have a wide range of art supplies available to complement student sessions as well as for sale to the general public.

Additionally, the owners will continue to show and sell their own work in the Gallery, as well as produce commission portraits and other work.

Tips for Writing Your Key Features and Benefits

  • Emphasize why and how your product or service offers value to customers.
  • Use metrics and testimonials to support the ideas in this section.
  • Talk about how your products and services have the potential to scale.
  • Think about including a product roadmap.
  • Focus on customer needs, and how the features and benefits you are sharing meet those needs.
  • Offer proof of concept for your ideas, like case studies or pilot program feedback.
  • Proofread this section carefully, and remove any jargon or complex language.

7. Pricing and Revenue

This is where you’ll discuss your cost structure and various revenue streams. Your pricing strategy must be solid enough to turn a profit while staying competitive in the industry. For this reason, here’s what I’d might outline in this section:

  • The specific pricing breakdowns per product or service.
  • Why your pricing is higher or lower than your competition’s.
  • (If higher) Why customers would be willing to pay more.
  • (If lower) How you’re able to offer your products or services at a lower cost.
  • When you expect to break even, what margins do you expect, etc?

Pricing and Revenue Business Plan Example

I like how this business plan example begins with an overview of the business revenue model, then shows proposed pricing for key products.

Example:

Financial Overview

Revenue Model

Plum generates revenue through the sale of our Plum hardware products, including Plum Lightpad Dimmer, Plum Smart Plug, and Plum Duplex Outlet.

All Plum hardware products are strategically priced at a level that places them significantly below competing products [which retail for an average of $200 or higher] making Plum an accessible home automation option for a broader range of consumer budgets.

Plum Lightpad Dimmer: COGS: $21Wholesale $39Retail: $79

Plum Smart Plug: COGS: $24Wholesale: $43Retail: $84

Tips for Writing Your Pricing and Revenue Section

  • Get specific about your pricing strategy. Specifically, how you connect that strategy to customer needs and product value.
  • If you are asking a premium price, share unique features or innovations that justify that price point.
  • Show how you plan to communicate pricing to customers.
  • Create an overview of every revenue stream for your business and how each stream adds to your business model as a whole.
  • Share plans to develop new revenue streams in the future.
  • Show how and whether pricing will vary by customer segment and how pricing aligns with marketing strategies.
  • Restate your value proposition and explain how it aligns with your revenue model.

8. Financials

To me, this section is particularly informative for investors and leadership teams to figure out funding strategies, investment opportunities, and more. While some business plans might include more or less information, according to Forbes you’ll want to include three main details:

  • Profit/Loss Statement. This answers the question of whether your business is currently profitable.
  • Cash Flow Statement. This details exactly how much cash is incoming and outgoing to give insight into how much cash a business has on hand.
  • Balance Sheet. This outlines assets, liabilities, and equity, which gives insight into how much a business is worth.

Financials Business Plan Example

This balance sheet is a great example of the level of detail you’ll need to include in the financials section of your business plan.

Example:

Assets

Current Assets

1000 Cash

1010 Checking 583,961

1020 Savings 224,600

1030 Petty Cash 89,840

Total Cash – 898,402

1100 Accounts Receivable – 3,593,607

1200 Work in Process – 589,791

1300 Other Current Assets

1310 Prepaid Rent 164,593

1320 Prepaid Liability Insurance 109,728

Total Other Current Assets – 274,321

Total Current Assets – 5,356,121

Tips for Writing Your Financials Section

  • Growth potential is important in this section too. Using your data, create a forecast of financial performance in the next three to five years.
  • Include any data that supports your projections to assure investors of the credibility of your proposal.
  • Add a break-even analysis to show that your business plan is financially practical. This information can also help you pivot quickly as your business grows.
  • Consider adding a section that reviews potential risks and how sensitive your plan is to changes in the market.
  • Triple-check all financial information in your plan for accuracy.
  • Show how any proposed funding needs align with your plans for growth.

Sample Business Plan Templates

Now that you know what‘s included and how to format a business plan, let’s review some of my favorite templates.

1. HubSpot’s One-Page Business Plan

Screenshot of sample business plan from Hubspot

Download a free, editable one-page business plan template.

The business plan linked above was created here at HubSpot and is perfect for businesses of any size — no matter how many strategies we still have to develop.

Fields such as Company Description, Required Funding, and Implementation Timeline give this one-page business plan a framework for how to build your brand and what tasks to keep track of as you grow.

Then, as the business matures, you can expand on your original business plan with a new iteration of the above document.

Why I Like It

This one-page business plan is a fantastic choice for the new business owner who doesn’t have the time or resources to draft a full-blown business plan. It includes all the essential sections in an accessible, bullet-point-friendly format. That way, you can get the broad strokes down before honing in on the details.

2. HubSpot’s Downloadable Business Plan Template

Screenshot of business plan templates download page from Hubspot

We also created a business plan template for entrepreneurs.

Download a free, editable one-page business plan template.

The template is designed as a guide and checklist for starting your own business. You’ll learn what to include in each section of your business plan and how to do it.

There’s also a list for you to check off when you finish each section of your business plan.

Strong game plans help coaches win games and help businesses rocket to the top of their industries. So if you dedicate the time and effort required to write a workable and convincing business plan, you’ll boost your chances of success and even dominance in your market.

Why I Like It

This business plan kit is essential for the budding entrepreneur who needs a more extensive document to share with investors and other stakeholders.

It not only includes sections for your executive summary, product line, market analysis, marketing plan, and sales plan, but it also offers hands-on guidance for filling out those sections.

3. LiveFlow’s Financial Planning Template with built-in automation

Screenshot of business plan template from liveflow

This free template from LiveFlow aims to make it easy for businesses to create a financial plan and track their progress on a monthly basis.

The P&L Budget versus Actual format allows users to track their revenue, cost of sales, operating expenses, operating profit margin, net profit, and more.

The summary dashboard aggregates all of the data put into the financial plan sheet and will automatically update when changes are made.

Instead of wasting hours manually importing your data to your spreadsheet, LiveFlow can also help you to automatically connect your accounting and banking data directly to your spreadsheet, so your numbers are always up-to-date.

With the dashboard, you can view your runway, cash balance, burn rate, gross margins, and other metrics. Having a simple way to track everything in one place will make it easier to complete the financials section of your business plan.

Why I Like It

This is a fantastic template to track performance and alignment internally and to create a dependable process for documenting financial information across the business. It’s highly versatile and beginner-friendly.

It’s especially useful if you don’t have an accountant on the team. (I always recommend you do, but for new businesses, having one might not be possible.)

4. ThoughtCo’s Sample Business Plan

Screenshot of business plan template from thoughtco

If you want to reference an actual business plan while writing your own, ThoughtCo has got you covered. It created a fictional company called Acme Management Technology and wrote an entire business plan for it.

Using its sample business plan as a guide while filling out your own will help you catch and include small yet important details in your business plan that you otherwise might not have noticed.

Why I Like It

This is a fantastic template for an existing business that’s strategically shifting directions. If your company has been around for a while, and you’re looking to improve your bottom line or revitalize your strategy, this is an excellent template to use and follow.

5. BPlan’s Free Business Plan Template

Screenshot of business plan template from bplan

One of the more financially oriented sample business plans in this list, BPlan’s free business plan template dedicates many of its pages to your business’s financial plan and financial statements.

After filling this business plan out, your company will truly understand its financial health and the steps you need to take to maintain or improve it.

Why I Like It

I absolutely love this business plan template because of its ease-of-use and hands-on instructions (in addition to its finance-centric components). If you feel overwhelmed by the thought of writing an entire business plan, consider using this template to help you with the process.

6. Harvard Business Review’s “How to Write a Winning Business Plan”

Most sample business plans teach you what to include in your business plan, but this Harvard Business Review article will take your business plan to the next level — it teaches you the why and how behind writing a business plan.

With the guidance of Stanley Rich and Richard Gumpert, co-authors of “Business Plans That Win: Lessons From the MIT Enterprise Forum“, you’ll learn how to write a convincing business plan that emphasizes the market demand for your product or service.

You’ll also learn the financial benefits investors can reap from putting money into your venture rather than trying to sell them on how great your product or service is.

Why I Like It

This business plan guide focuses less on the individual parts of a business plan, and more on the overarching goal of writing one. For that reason, it’s one of my favorites to supplement any template you choose to use. Harvard Business Review’s guide is instrumental for both new and seasoned business owners.

7. HubSpot’s Complete Guide to Starting a Business

Screenshot of business startup kit download page from hubspot

If you’re an entrepreneur, you know writing a business plan is one of the most challenging first steps to starting a business.

Fortunately, with HubSpot‘s comprehensive guide to starting a business, you’ll learn how to map out all the details by understanding what to include in your business plan and why it’s important to include them. The guide also fleshes out an entire sample business plan for you.

If you need further guidance on starting a business, HubSpot’s guide can teach you how to make your business legal, choose and register your business name, and fund your business. It will also give small business tax information and includes marketing, sales, and service tips.

Why I Like It

This comprehensive guide will walk you through the process of starting a business — including writing your business plan — with a high level of exactitude and detail. It also offers other resources you might need, such as market analysis templates. So if you’re in the midst of starting your business, this is an excellent guide for you.

Since writing this article, there’s now an amazing suite of products available for new business builders called HubSpot Starter.

It’s essential for businesses trying to get their plan in motion, giving you all the tools you need to build your brand online. It can be a huge help in finding critical information to build out your business plan with realistic numbers — among many other benefits — and I highly recommend it.

8. Panda Doc’s Free Business Plan Template

Screenshot of business plan template from pandadoc

PandaDoc’s free business plan template is one of the more detailed and fleshed-out sample business plans on this list. It describes what you should include in each section, so you don’t have to come up with everything from scratch.

Once you fill it out, you’ll fully understand your business’ nitty-gritty details and how all of its moving parts should work together to contribute to its success.

Why I Like It

This template has two things I love: comprehensiveness and in-depth instructions. Plus, it’s synced with PandaDoc’s e-signature software so that you and other stakeholders can sign it with ease. For that reason, I especially love it for those starting a business with a partner or with a board of directors.

9. Small Business Administration Free Business Plan Template

Screenshot of business startup kit download page from SBA

The Small Business Administration (SBA) offers several free business plan templates that can be used to inspire your own plan.

Before you get started, you can decide what type of business plan you need — a traditional or lean start-up plan.

Then, you can review the format for both of those plans and view examples of what they might look like.

Why I Like It

We love both of the SBA’s templates because of their versatility. You can choose between two options and use the existing content in the templates to flesh out your own plan. Plus, if needed, you can get a free business counselor to help you along the way.

Top Business Plan Examples

I’ve compiled some completed business plan samples to help you get an idea of how to customize a plan for your business.

I chose different types of business plan ideas to expand your imagination. Some are extensive, while others are fairly simple.

Let’s take a look.

1. LiveFlow

Liveflow business plan example

One of the major business expenses is marketing. How you handle your marketing reflects your company’s revenue.

I included this business plan to show you how you can ensure your marketing team is aligned with your overall business plan to get results. The plan also shows you how to track even the smallest metrics of your campaigns, like ROI and payback periods instead of just focusing on big metrics like gross and revenue.

Fintech startup, LiveFlow, allows users to sync real-time data from its accounting services, payment platforms, and banks into custom reports. This eliminates the task of pulling reports together manually, saving teams time and helping automate workflows.

“Using this framework over a traditional marketing plan will help you set a profitable marketing strategy taking things like CAC, LTV, Payback period, and P&L into consideration,” explains LiveFlow co-founder, Lasse Kalkar.

Why I Like It

When it came to including marketing strategy in its business plan, LiveFlow created a separate marketing profit and loss statement (P&L) to track how well the company was doing with its marketing initiatives.

This is a great approach, allowing businesses to focus on where their marketing dollars are making the most impact. Having this information handy will enable you to build out your business plan’s marketing section with confidence. LiveFlow has shared the template here. You can test it for yourself.

2. Lula Body

LulaBody business plan example

Brooklyn Business owner and Pilates instructor, Tara Kashyap, saw a need in her community for a Pilates, tissue, and bodywork studio. In response, she opened Lula Body in Crown Heights.

Pictured above is a hypothetical pricing and revenue statement based on Lula Body’s business plan. As you can see, Kashyap breaks down the cost of classes, start-up expenses, monthly expenses, and her monthly sales projection.

Everything from equipment costs to loan interest is included in the expenses to give the most accurate picture of operating costs and revenue.

If you’re seeking outside funding for your business, you’ll want to make sure this section of your business plan is as thorough as possible.

Why I Like It

This is a good business plan example for service-based businesses such as gyms, boxing classes, dancing studios, etc. For starters, the plan shows how to budget for the business loan and what to focus on buying first.

Everything is well presented, including what to charge the customers in different scenarios and the expected revenue. This is a good foundation from which business performance can be evaluated with time.

3. Patagonia

Patagonia business plan example

Sometimes all you need is a solid mission statement and core values to guide you on how to go about everything. You do this by creating a business plan revolving around how to fulfill your statement best.

For example, Patagonia is an eco-friendly company, so their plan discusses how to make the best environmentally friendly products without causing harm.

A good mission statement should not only resonate with consumers but should also serve as a core value compass for employees as well.

Why I Like It

Patagonia has one of the most compelling mission statements I’ve seen:

“Together, let’s prioritize purpose over profit and protect this wondrous planet, our only home.”

It reels you in from the start, and the environmentally friendly theme continues throughout the rest of the statement.

This mission goes on to explain that they are out to “Build the best product, cause no unnecessary harm, and use business to protect nature.”

Their mission statement is compelling and detailed, with each section outlining how they will accomplish their goal.

4. Vesta Home Automation

Vesta Home Automation business plan example

This executive summary for a smart home device startup is part of a business plan created by students at Mount Royal University.

While it lacks some of the sleek visuals of the templates above, its executive summary does a great job of demonstrating how invested they are in the business.

Right away, they mention they’ve invested $200,000 into the company already, which shows investors they have skin in the game and aren’t just looking for someone else to foot the bill.

Why I Like It

This is the kind of business plan you need when applying for business funds. It clearly illustrates the expected future of the company and how the business has been coming along over the years.

5. NALB Creative Center

NALB Creative Centerody business plan example

This fictional business plan for an art supply store includes everything one might need in a business plan: an executive summary, a company summary, a list of services, a market analysis summary, and more.

One of its most notable sections is its market analysis summary, which includes an overview of the population growth in the business’ target geographical area, as well as a breakdown of the types of potential customers they expect to welcome at the store.

This sort of granular insight is essential for understanding and communicating your business’s growth potential. Plus, it lays a strong foundation for creating relevant and useful buyer personas.

It’s essential to keep this information up-to-date as your market and target buyer changes. For that reason, you should carry out market research as often as possible to ensure that you’re targeting the correct audience and sharing accurate information with your investors.

Why I Like It

Due to its comprehensiveness, it’s an excellent example to follow if you’re opening a brick-and-mortar store and need to get external funding to start your business.

6. Curriculum Companion Suites (CCS)

CCS business plan example

If you’re looking for a SaaS business plan example, look no further than this business plan for a fictional educational software company called Curriculum Companion Suites.

Like the business plan for the NALB Creative Center, it includes plenty of information for prospective investors and other key stakeholders in the business.

One of the most notable features of this business plan is the executive summary, which includes an overview of the product, market, and mission.

The first two are essential for software companies because the product offering is so often at the forefront of the company’s strategy. Without that information being immediately available to investors and executives, then you risk writing an unfocused business plan.

Why I Like It

It’s essential to front-load your company’s mission if it explains your “Why?” and this example does just that. In other words, why do you do what you do, and why should stakeholders care? This is an important section to include if you feel that your mission will drive interest in the business and its offerings.

7. Culina Sample Business Plan

Culina business plan example

Culina’s sample business plan is an excellent example of how to lay out your business plan so that it flows naturally, engages readers, and provides the critical information investors and stakeholders need.

Why I Like It

You can use this template as a guide while you‘re gathering important information for your own business plan. You’ll have a better understanding of the data and research you need to do since Culina’s plan outlines these details so flawlessly for inspiration.

8. Plum Sample Business Plan

Plum business plan example

When creating your own business plan, make sure the pictures and design you use make sense for your branding. The images in this plan are cutting-edge, which makes sense for an innovative company like Plum.

Why I Like It

This is one of my favorite sample business plans because you can see how implementing visuals can help tell your brand‘s story. Additionally, the financial charts included are an excellent guide if you’re not sure what financial information to include.

9. LiveShopBuy Sample Business Plan

LiveShopBuy business plan example

With this business plan, the focus is the investment opportunity. This is an excellent template to use if you’re going to use your business plan to seek funding.

Why I Like It

The investment opportunity section is placed right up front and is several pages long. Then, it goes into more detail about the company and its key services. Nice.

Get Started Writing Your Business Plan

When you’re first getting started on your business plan, I know it can be daunting. The business world moves fast, and it’s full of ambitious companies scrambling to gain the majority of their industry’s market share.

That‘s why it’s important to make sure you understand the value your business offers and can communicate that through a properly formatted business plan.

Editor’s note: This post was originally published in November 2018 and has been updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure to learn more about how we use AI.

Business Plan Template

Categories B2B

The Top Search Engines in 2024 [Including 17 Google Alternatives]

Google’s firm grip on the search engine market is a marketer’s dream — and nightmare.

Commanding nearly 92% of the worldwide search market share, Google is where most of us focus our search engine marketing.

→ Download Now: SEO Starter Pack [Free Kit]

But that market share also makes it a lot harder to hang on to high-ranking search engine results pages (SERP). The good news is that despite those high numbers, there are still opportunities for the savvy marketer to reach the millions of people who use other search engines.

Especially now that AI-powered search engines have quite literally entered the chat, there’s renewed interest in non-Google search engines for both users and SEOs. (And if you’re a marketer looking for some ground-up support on how to get started with SEO — we’ve got a pack for that.)

Note: To compile this list, I looked at the worldwide market share of search engines on desktop and mobile from June 2023 to June 2024.

I averaged each search engine’s market share over 12 months with data from Statcounter GlobalStats, unless otherwise noted.

1. Google

Google dominates in the US, handling 60% of all search queries — but that still presents a huge opportunity for marketers to reach the other 40%.

It’s the logical place to start for marketing, running paid marketing campaigns, and developing organic traffic strategies.

Google search page.

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But keep in mind that Google‘s algorithm works to fulfill users’ needs directly on Google so they don’t need to click any links. Features like this, plus Google’s popularity, might make it hard for you to capture as much website traffic as you want.

Google recently rolled out AI Overviews, which uses Gemini, its proprietary AI, to summarize your search results.

Although Google began releasing improvements to AI Overviews as soon as it was released, it’s still a good idea to double-check the results for accuracy.

Despite Google’s dominance, there’s plenty of other search engines — and potentially a large audience for marketers and SEOs looking to expand their audience.

We rounded up 17 other search engines, including several powered by AI, as alternatives to Google.

Other Search Engines

2. Microsoft Bing

Microsoft Bing trails at a distant second with an overall average of 3.23% of the market share worldwide and just 0.55% on mobile. This engine also powers Yahoo!, the U.S.’s third-biggest search engine.

Bing’s search pages look similar to Google’s, with the same categories and a similar white background, with blue links and green URLs.

Bing additionally offers Microsoft Rewards, a program that gives you points when you search or shop on the engine. You can redeem those points for gift cards, nonprofit donations, and more.

Bing also recently added an AI component, called Copilot, which summarizes search results for you.

However — this is a pretty important “however” for marketers and SEOs who rely on organic traffic — the direct links are harder for users to find and the first link it provided was to a different landing page than the one linked above.

GIF of asking Copilot, “Based on past Eurovision winners, what is the likelihood that Nemo will come to Chicago?”

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Copilot tries to be encouraging about the likelihood of the recent Eurovision winner touring my city. Its human-like tone stands out from other AI-powered searches.

3. Yahoo!

Its news-heavy page isn’t the sleekest search engine interface, but Yahoo! is still one of the more popular alternatives to Google, with just over 1.16% of the worldwide market share.

Yahoo! search results page for “best TV shows right now.”

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Yahoo! is powered by Microsoft Bing, so search results are similar. Its search results page has a minimalist, text-heavy interface.

However, it’s still an important search engine in its own right, with over 4 billion monthly users in 2023.

4. Yandex

In some local markets, smaller search engines go head-to-head with Google — and win.

Russian search engine Yandex has roughly 1.62% of the worldwide market share, but in its home country, that skyrockets to nearly 71%. (Google holds the number two spot.) If you do business globally and are looking to reach Russian customers, there are a few things to keep in mind.

Yandex landing page.

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For example, Yandex has many quality indicators, or badges, that it can display alongside search results. One of the most prominent is the site quality index (SQI), which indicates how useful your site is to users.

Like Google, Yandex considers whether a user’s query has local intent, and it will display regional-dependent results. To account for this, you’ll need to go into Yandex’s webmaster tools and set a site region.

It’s not advertised anywhere on its search engine, but Yandex’s corporate website notes that AI technologies are delivered to all its products, including search.

5. DuckDuckGo

If you‘re uneasy about targeted ads or don’t want your search data stored, you might want to try DuckDuckGo, which touts itself as “the search engine that doesn’t track you.”

DuckDuckGo’s privacy policy: We don’t track you. That’s our Privacy Policy in a nutshell.

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It also doesn’t collect or store any information, so you can search for shoes without being bombarded by subsequent Macy‘s ads. It’s worth noting there are still ads on DuckDuckGo — just not personalized ones.

DuckDuckGo has a clean interface that makes it easy to navigate. With more than 4.5 billion users every month in 2023, it’s slowly gaining steam in the search market, especially as users become more concerned about privacy.

6. Baidu

Baidu is China’s largest search engine, capturing 52.15% of China’s search market.

The search engine is in Mandarin, but otherwise looks similar to Google, with a white background, blue links, and green URLs. Like Google, Baidu aims to incorporate more rich features in the SERPs.

If you’re looking to appeal to the Asian market, Baidu is a good option to consider.

Baidu landing page, which is in Mandarin.

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However, the search engine censors certain images and blocks pro-democracy websites. If you’re comparing search results, you’ll find a more comprehensive results list on Google.

7. Ask.com

Ask.com, formerly known as Ask Jeeves, is a search engine that was designed — pre-AI-powered search — to answer questions.

Ask.com landing page.

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Ask.com’s interface is similar to Yahoo!’s, with news under the search bod. However, unlike Yahoo!, which is powered by Bing, Ask.com is a standalone search engine.

8. Naver

Naver is South Korea’s second most popular search engine, claiming 53.04% of the country’s search engine market. Naver’s interface is entirely in Korean, with no English version.

More than a simple search engine, Naver users can access news content, search suggestions, and more.

Naver landing page.

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Although it’s in Korean, I used Google Translate to view the landing page in English.

Notably, Naver is a localized search engine, meaning that it does not crawl and catalog the entire internet.

If you’re targeting the South Korean market with your content, make sure your SEO matches the criteria of South Korea’s second-most popular search engine.

9. Ecosia

Ecosia is “the search engine that plants trees.” For every search a user makes with Ecosia (either the webpage or its free browser extension), Ecosia will allocate part of its profits to plant trees in vulnerable areas.

To date, Ecosia has planted nearly 210 million trees and dedicated another 85 million euros (about $92 million) to climate action.

Ecosia search engine results page for “HubSpot marketing analytics & dashboard software.”

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Note to marketers: Ecosia’s sponsored spots push your content nearly below the fold.

Ecosia is most popular in its home country of Germany, where it has 0.87% of the market. Like Yahoo!, Ecosia runs on Microsoft Bing.

10. AOL

AOL, formerly known as America Online, is both an online media company and a search engine. The interface features a search bar and national news articles, along with local news and weather.

AOL search results page for “other search engines.”

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AOL’s search results page is very ad-heavy — you’ll have to look below the fold to see your results.

Most of AOL’s traffic is generated from the United States, but it’s on the decline, at only 0.09% of the market.

11. Internet Archive

Internet Archive is a different kind of search engine. As its name implies, Internet Archive is a free archive of books, movies, software, music, websites, etc.

Internet Archive landing page.

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Instead of attempting to rank in this search engine, users can sign up for a free account and upload their content to the archives.

Most of Internet Archive’s audience is located in the United States. However, the search engine is gaining popularity in other countries, such as Great Britain and India.

12. Yep

The popular SEO tool Ahrefs launched Yep, an AI-powered search engine, in 2022.

Yep landing page. “Searching with Yep puts money in the pockets of your favorite creators.”

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Yep’s business model distinguishes it from the rest. It shares 90% of its ad revenue with content creators in an effort to encourage more people to share their knowledge and high-quality content.

13. Brave Search

Of the half a dozen or so AI-powered search engines I tested for this article, Brave was one of my favorites. In our own research, it was the AI search engine of choice, preferred by 8% of respondents.

Brave’s default settings don’t include AI search, but once you toggle on “search with AI,” it delivers AI summaries above traditional search results.

It has a clean interface and some of the most enhanced privacy features of any search engine on this list. It blocks ads and cross-site cookie tracking, and it doesn’t collect any info about its users.

HubSpot’s research suggests that will be key to capturing regular AI search users — privacy and security were among the top concerns, and a quarter of respondents said they’re only likely to use AI search engines if their concerns are addressed.

Brave Search results page for “help me write a listicle about search engines.”

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Brave’s search results were impressively thorough. When I asked for help writing a listicle about search engines, it began with the history of search engines — but it still gave me relevant information about current search engines.

14. Andi

Andi has a vertically split interface, with the typical AI search engine chat box on the left, and sources on the right. That’s useful for marketers and users alike, both of whom want high placement of the most relevant results.

Seeing familiar, credible sources may alleviate consumer anxiety around AI. Getting incorrect information was the top concern cited in recent HubSpot research..

Andi search results page for “Why is Nemo the best Eurovision winner?”

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15. Perplexity AI

Perplexity has gotten a lot of buzz in 2024. It has a similar design to other AI search engines, with source links above a longer answer in easily skimmable bullet points. It also features citations that reveal the source when you hover over them — essential to ensure that you’re not falling prey to misinformation.

Perplexity search results for “HubSpot marketing analytics and dashboard software.”

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HubSpot’s research showed that Perplexity tied with You.com as the second-most popular AI search engine, preferred by 5% of all respondents.

16. Phind.com

Phind.com bills itself as “an answer engine” designed specifically for developers. It still does a fine job handling the more mundane queries, but if you need help getting “from idea to working product,” this search engine was built for you.

Phind.com search results for “Sort a list of tuples using the second element.”

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17. You.com

You.com has four assistants to choose from to support a variety of more complicated queries: Smart, Genius, Creative, and Research.

I tried out the Research assistant to see if it could recommend some prestige dramas for me.

You.com search results page for “What TV show should I watch if I like prestige dramas?”

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It prepared an easily skimmable report that began, “If you are a fan of prestige dramas, you are likely looking for TV shows that offer high-quality storytelling, complex characters, and often, a cinematic feel.”

The results included the usual suspects (The Wire, Sopranos), but also a few more recent recs (The Crown, Succession).

It also has 15 AI models to choose from — if you’re an AI enthusiast, this is the one to use. You can select from different versions of GPT, Gemini, Claude, and others.

18. Komo

I asked Komo to tell me about HubSpot’s website grader, and it quickly summarized it, calling it “a powerful and comprehensive tool” (stop it, we’re blushing).

Komo search results page for “tell me about HubSpot’s website grader.”

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Like other AI search engines, it has bibliography-style citations that make it easy to sort fact from fiction.

Emerging Search Engine Trends

Social Media Search

TikTok and YouTube aren’t search engines per se, but think about how often you use their search functions.

Recent HubSpot research showed that 42% — not quite half! — of respondents turn to social media to search for information. That’s more than any other search engine except Google.

Meta, which owns Facebook, Instagram, and WhatsApp, has already incorporated its proprietary AI search into all three platforms.

Google Updates

Google is always working to prioritize good content, with improvements like the 2024 Core Update, which penalizes lower-quality, unoriginal, often AI-generated content. HubSpot’s Manager of EN Blog Strategy, Amanda Sellers, says it has huge implications for the industry.

“First, Google is sending a strong signal that content written by humans is preferable to content by computers. (Ironic, given virtually all of the SERPs are algorithmized.)”

Sellers also points out that this update should encourage SEOs to take a more comprehensive approach to site performance.

“This update prioritizes user-first content over keyword-first content,” Sellers explains. “With this in mind, SEOs should be looking at their site as a whole and making sure they’re creating helpful, reliable content for their users — not for search engines.”

Think Beyond Google

Ultimately, it’s essential to consider alternative traffic opportunities besides Google when creating an SEO strategy.

By diversifying your sources, you’re more likely to capture the first page on SERPs, and you’re in a better position to find a truly ideal target audience.

This article was originally published in September 2018 and has been updated for comprehensiveness.

SEO Starter Pack

Categories B2B

How I Use Substack as a Writer [+ Tips for Readers]

There’s always a new tool, platform, process, you name it, that you just have to try.

It’s exhausting as a content creator to try to keep up with the latest trends and time-consuming to learn how to use completely new platforms. It can also feel risky to start creating content somewhere new when where you are is already working for you.

Download Now: 150+ Content Creation Templates [Free Kit]

But it is my professional opinion that if you are a writer (or reader), you must get acquainted with Substack.

Self-described as “a new economic engine for culture,” it launched in 2017 and has become a popular space for everyone from famed, professional authors to young 20-somethings looking for a place to air their grievances.

It’s the perfect blend of blog, magazine, and newsletter, with the bonus of a kind and thought-provoking community. Still skeptical? Read on for more information about Substack and some tips and best practices for writers and readers alike.

Table of Contents

The model allows writers to keep approximately 90% of the money from paid subscriptions, while 10% goes back to Substack.

Substack does more than allow writers to curate a space for their content — it also provides tools for authors to send and manage email newsletters.

Content creators can also discover new writers on the platform, and pay the love forward by subscribing to other writers.

Why Use Substack as a Content Creator or Writer?

As a writer, I struggle to know where I should share my writing. I could stick to social media and post content on X, but this limits my audience to followers and similar thinkers.

While there are many ways to make money on social media, they typically involve partnering with brands on sponsored content or paid ads, which takes away some of the autonomy in your writing.

The beauty of publishing content on Substack is that it’s designed to give creators freedom of thought and speech while helping those creators monetize their work. You’d be hard-pressed to find a platform that is as determined to help writers succeed — after all, Substack only makes money if you do.

Substack is popular amongst writers, journalists, and creators looking to publish independent content digitally. On Substack, writers own their intellectual property while still publishing it in a public space.

It differs from competitors like WordPress because it lets writers set up podcasts, upload videos, and build a consistent audience.

Something that sets Substack apart from other content creation platforms is the chance to connect authentically with your audience. George Saunders mentioned in an Esquire article, “With Substack, I’m talking to the same people almost every day, every week. It’s given me a deeper experience of my readers.”

If you’re a fan of Saunders’ work, you’ll be pleased to hear he is one of many celebrated writers and creators who publish on Substack, including Margaret Atwood, Elizabeth Gilbert, and Kareem Abdul-Jabbar.

According to Backlinko research, Substack has more than 2 million paid subscriptions and more than 500,000 paying subscribers. More than 17,000 writers get paid for their newsletters on Substack, and the 10 highest-paid authors on Substack collectively make more than $25 million per year.

While you may not have plans to be in that top 10, it’s evident there is a market for subscribers willing and excited to pay for access to your original content.

The ability to publish and easily send email newsletters of your work via Substack is a huge plus, as it helps you reach audiences that may not be on Substack.

Email newsletters can be tricky to manage and perfect, so you can refer to our guide to email newsletters to ensure you apply the best tips and tricks for your Substack publication.

How to Use Substack as a Writer

I’ll admit I had only read a few free Substack posts before and had never published my own, so I set off to do just that before diving into this post. See some steps below for how to start using Substack as a writer.

1. Create an account.

I know; I’m truly starting with the basics. But, I think it’s important to understand how best to set up your account for success.

If you have an existing mailing list from another platform, like WordPress or Mailchimp, you can upload it when you set up your account.

Screen requesting you import a mailing list while setting up your Substack.

If not (like me), you can manually add people to your subscriber list, if you so choose. To get started, I included 13 friends as subscribers.

Screen requesting you to add friends and family emails to your subscriber list.

If you have an existing audience, I strongly advise you to import it.

It’s possible to build your audience from the ground up on Substack (more than 50% of all new free subscriptions and 25% of paid subscriptions come from within its network, according to the platform).

But it never hurts to start with the cushioning of people who already consume and enjoy your content.

I also decided to set up my account for free and not connect to Stripe (yet).

Since I don’t currently have an audience on Substack, it doesn’t make sense to ask readers to pay to subscribe to my content. They don’t even know what they’re signing up for!

If you have a large audience who already pays for your work elsewhere, you may consider immediately diving into a paid subscription model, but you can always add this later. Why not give your fans a taste of what they can expect, first?

2. Manage your writer dashboard.

Once you’ve created your account, you’re ready to begin your journey as a Substack writer! But first, you should take a look in your writer dashboard to see what steps are still pending your review.

The Substack writer’s dashboard setup tasks.

Since I’ve already written my first Substack post and uploaded more than 10 subscribers, you will see that both are checked off on my dashboard. Other tasks to work on are turning on paid (which you can do at any point) and sharing your Substack (which I recommend doing as soon as you’ve written your first post).

At the bottom of your writer dashboard, you’ll find some resources to help you get started on Substack.

Substack resource guides for new creators.

I especially enjoyed the “When should I turn on paid subscriptions?” guide, which detailed some great options to utilize a paid subscription, such as pay-walling your posts but using the free preview tool to give readers a sample of your work to entice them to subscribe.

Your writer’s dashboard is also where you can edit your Substack’s name, look, and feel. If you toggle to the tab “Settings” you can update your publication name, site design, about page, logo, branding, and much more.

3. Create your first post(s).

Finally, we’re on to the fun part! I decided to write a brand-new post for my Substack debut (which you can check out here!) but many writers may consider uploading an existing piece of content to begin.

This can either be a piece you’ve previously written that has yet to see the light of day or, more usefully, a piece you’ve already published that has gained traction elsewhere. If there was a likeability and shareability to the topic on a different platform, that’s a good sign that it will perform well on Substack.

If you decide to go the paid route, you could repost some existing posts as free content to grab the attention of new subscribers, and then start posting new content under a paid subscription model.

4. Test and publish your post.

Once you’ve finished your post, you can preview how the post will look in various formats: mobile versus desktop, web versus email, and free versus paid subscribers.

Preview of my first post in mobile version.

If you’re happy with how the post looks in its various formats, you can send a test email to yourself to ensure the text and image formatting looks correct. I also used this to verify my first post didn’t appear too long on mobile.

I knew it would be a 4-minute read, but I didn’t want subscribers to be deterred by a lengthy email.

After you’ve tested, you can finally publish your post! Substack will bring you to the below screen, where you have the option to share your post to many platforms, such as Instagram or LinkedIn, or copy the link if you’d prefer to distribute it yourself.

Confirmation screen that my first post has been published, with sharing options.

Substack creates free images you can download and share on Instagram Stories or in-feed to promote your post. It’s another example of how Substack can offer so much to content creators for free that helps you advertise your work.

“Share to Instagram” screen with image download options.

I shared my post to my Instagram Story and then checked my email where I received my published post as an email newsletter.

Email newsletter for my first Substack post in my inbox.

In the top right corner of the email, it says “Forwarded this email? Subscribe here for more.” This is another great tip — you can forward a copy of the email newsletter to people, free of charge, to encourage them to subscribe (paid or otherwise) to your publication.

5. Keep track of your stats.

Your writer’s dashboard has a Stats tab that’s an amazing place to track the performance of your posts and newsletter.

I can see the traffic to my Substack after my first post and how those readers found it (outlined below), my email open rate, info on my subscribers, and more.

Table outlining the source of my post’s readers across various platforms, and the number of views per platform four days post-publish.

As important as our freedom of thought is, it’s equally as important to ensure people are actually finding and reading our thoughts. Substack gives you some power as a writer with the Stats tab to figure out where most people find your content and meet them where they are.

You can also edit and create a New Reader Survey which can help you get more demographic information about your readers. This also enables you to understand your target audience and can encourage you to produce content that would be most appealing to those audiences.

For instance, if I saw most of my readers were based in the U.S. and aged 18-24, I could research what current American college students are most interested in, and try to incorporate some of my findings into my writing.

6. Discover and recommend other writers.

Any writer knows the value of a recommendation from another writer. That gives you a much-needed ego boost while also opening you up to the fans of that writer’s work.

Subtack has an Explore feature which you can use to discover other content. While this feature is especially helpful for readers, it’s a great way for writers to find other strong or similar writers.

My Explore page, which recommends content of interest.

Once you find a writer you feel passionate about, you can click “Recommend” on their Substack. On your profile, their publication will appear under “Recommendations” to anyone who views your page. Below, you can see that I’ve recommended my friend Ginny King’s Substack.

Profile for my Substack publication journal entries i’ll never write, with “Recommendations” on the right-hand side.

Recommending writers offers your readers other trusted publications to invest time and money and positions you as a writer willing to support other writers. And that is sure to encourage other writers to return the favor.

How to Use Substack as a Reader

While I’ve thoroughly enjoyed my first experience at writing on Substack, I’ve especially loved exploring the platform as a reader. Read on for some of my best tips for using Substack as a reader:

1. List your interests during sign-up.

The hardest part about joining Substack as a reader may be finding the publications that spark your interest.

Like a social media platform, it takes some time for Substack to figure out your “algorithm” and target you with content it believes you will enjoy.

You can help move this process along by initially selecting your interests when you sign up for your account.

“Dive into your interests” screen, with my favorite topics selected, during set-up.

Above, you can see some of the interests I selected when setting up my account. My first suggested publications were curated based on my preferred topics of Culture, News, and Health & Wellness, among others.

You still may need to do some digging, but it will help weed out any subjects you’re not as drawn to.

2. Search for your favorite writers.

Once you’ve created your account, you should see a flood of Notes on your homepage from various creators suggested to you based on your interests.

While you can read through these suggestions and find some writers to start subscribing to, I recommend first searching for writers you already know and enjoy.

I used the “Search” function to search for friends I knew had a Substack to show my love and support. Then, I searched for some of my favorite writers to see if they happened to have a Substack.

Search results from searching for Hetty McKinnon on Substack.

Hetty Lui McKinnon is one of my favorite New York Times Cooking recipe developers and cookbook authors, so I quickly found and subscribed to her Substack.

You can repeat this process for whatever writers you would like, and it’s a simple way to educate the platform on the kinds of publications you’d be interested in.

Pro tip: Wait to become a paid subscriber to any accounts unless you’re already a die-hard fan. Many writers will have a free subscription option, even if it limits the content you can access, and it can help you get a sense of their Substack before you fully commit to paying.

While I’d love to financially support every writer, I want to make sure I pick and choose the publications that most speak to me before putting down my credit card.

3. Explore relevant new writers.

Once you’ve subscribed to some already-known writers, you may want to find new writers who poke your fancy. This is where you can use the Explore feature again.

Search results under the Food & Drink tab of my Explore page.

Here, you can browse under the For You tab, which includes publications that Substack thinks will align with your interests. Otherwise, you can look through Staff Picks or, my personal favorite, by topic, as I did in the example above by clicking Food & Drink.

This is especially helpful if, as a reader, you have made a Substack to read more about a particular subject. I’m interested in spicing up my home cooking, so I clicked on Food & Drink to filter for food-related content.

Another great feature is the Leaderboard on the right-hand side, where you can view some of the top publications within that topic. It’s a quick and easy way to find and subscribe to some of the most popular writers without scrolling mindlessly.

4. Download the Substack app.

I highly recommend using the Substack app instead of the desktop interface, if you’re not already. The app mimics a social media platform and makes some of the lengthier posts less intimidating to read.

It’s much easier to scroll through suggested publications on the app and subscribe to the ones you prefer. You’ll get an email notification when you subscribe to someone’s publication, alerting you that you’ve subscribed to a free plan but have options to upgrade your subscription.

Email notification alerting me to choose a subscription plan for the group chat Substack.

I prefer to receive push notifications from the app, so I turned off email notifications, but you have the option to keep both.

What I also appreciate about the app interface is that Notes from both subscribed and suggested publications appear in chronological order, similar to your Facebook Timeline or X Feed. This helps Substack feel natural and current, with the ability to catch up on the latest updates first.

Substack app homepage showing Notes in chronological order, starting with a Note from five hours ago.

5. Get involved in the community.

I’m in a book club, and I’ve discovered how much more excited I get to read a new book when I know I will get to discuss it for hours with my friends. Humans are naturally social beings, and there is immense satisfaction in the discussion of thoughts and sharing of ideas.

I think this is why the comments sections in Substack publications are such a selling point for writers and readers alike. And since Substack is a platform people gravitate to for specific intentions, rather than a large public medium like social media, the discourse is much more forgiving and thoughtful.

It’s a place where you can voice your reflections without fear of societal shame and cheer on beloved writers directly, as you can see below in a comments thread on one of Alison Roman’s Substack posts of readers congratulating her on opening a grocery store in upstate New York.

Comments thread on an Alison Roman post of readers sending well wishes.

Substack Best Practices

My experience testing Substack was incredibly eye-opening. It’s an amazing opportunity for writers of all genres and levels of fame to publish their work in a unique space for dedicated, paying readers.

Of course, just because it’s a recipe for success doesn’t mean we all have the right ingredients. See below for my four best practices to help get your Substack off the ground and running.

1. Select a topic that you can continuously deliver on.

What makes an idea unique? It seems you can’t imagine anything these days that doesn’t already exist — I recently expressed how cool it would be if you could “test out” a book to see if you like it before making a purchase, then realized that’s what a library is for — which can make it difficult to find your Substack niche.

My advice: Pick a topic you could write almost endlessly about. Don’t choose a genre that is too niche just to try to make your publication stand out. It’s essential to find a balance between a broad enough topic that allows for continuous ideation and a hook that makes your content unique to you.

Karen Cherry wrote, “For your Substack publication to be successful, you must have something of value to offer your subscribers.”

Cherry goes on to list five niches you can align with, which are educational (teaching skills), informational (teaching information), entertainment (providing humor, nostalgia, or joy), time-saving (bringing everything they need into one place), or money-making (sharing tips for investing or businesses).

You can select any topic you like, so long as it continuously delivers on one of the above goals. This can also help you uncover why you are starting a Substack, what you hope it does for readers, how it will compare to other publications, and how it can help you make money.

Take former NBA player Kareem Abdul-Jabbar, who has since started a Substack. He told CBS News, “There are times when you don‘t have any choice but to speak the truth…I’m at this point in my life, and this is exactly what I have to do.”

While not all writing needs to feel quite as revolutionary, it’s an important message that what you write about on Substack should be something you enjoy, appreciate, and find important.

2. Publish often and consistently.

Summer Brennan wrote, “Someone [told me] it wasn’t fair to those who did not have the bandwidth to publish very often to have to compete with more established writers. They thought they should be given some kind of leg up by the platform, so they could receive the same attention and growth.

While I can certainly relate to the frustration… the reality is that if you want to build a readership, you do have to publish.”

Achieving success as a writer on Substack while not an already-famed writer means you may need to achieve some sort of virality or at least strong shareability to grow your subscriber base. The more often you publish, the more likely you are to post something that resonates and increases your recognition.

If you post something that goes “viral” — be warned that virality may look much smaller on Substack than on X — keep up the momentum. Ride the coattails of that popular post and use it as an opportunity to encourage readers to keep tuning in for more of the same.

If you are trying to produce a high volume of posts and struggling to come up with innovative formats and styles, check out our complete collection of content creation templates that can be applied to all forms of content.

3. Connect and build relationships with other content creators.

Being a writer can often feel like a lonely, independent job. It’s something you do every day by yourself, and you don’t typically receive live feedback. But with Substack, you can connect with a wide ecosystem of writers and readers.

Subscribing to other Substacks is essential for a writer. It shows your willingness to support other people in your industry, and reading their publications can shed some light on different best practices and help you play with style, length, and formats to attract new, wider audiences.

Commenting on and recommending other publications is a great way to connect with and show your support for other writers and build your network, especially in your early days. This will likely encourage those writers to check out your work and give you the same badge of approval.

Substack is a welcoming place with room for everyone. Don’t treat it like a competition — when your network grows, you grow with it, so expand your network as much as possible.

4. Don’t take it too seriously.

I’m a writer because I love to write (you can read more about that in my inaugural Substack post). I hope that anyone who writes finds some joy in it, even if it brings frustrations and worries. Sometimes, you just need a spark of inspiration to switch up your writing and make it feel fresh.

Sophia Efthimiatou, the Head of Publisher Relations at Substack, said it best:

“What will you write about? Who cares… You would think known writers with large audiences have it easy here, but the pressure to succeed is felt more among them. The stakes are low if you are not at all known. There is no audience to lose, only one to gain. And gain you will.

Perhaps when you start your only subscribers will be your best friend, your lonely neighbor, and your aunt—who can’t even read English. And then, one day, a fourth subscriber will roll in, a total stranger. That person will be there just to read you.”

If you are starting a Substack primarily as a new means of income, that is of course serious and something to take seriously. But it’s very possible to be serious and fun. Take some risks and try something new. You can always try again after.

The important thing is that your audience will come and grow, especially if you have something to say and a genuine way of saying it.

(Sub)Stacks of Opportunities

I didn’t expect to love Substack as much as I did. I truly see the vision and why it has more than 20 million monthly active subscribers.

There is a wide breadth of content to be consumed, from hilarious fictitious tales to hard political news to travel tips for every corner of the world. There is a place for every writer and every kind of writing, and an audience to match.

I’ve never used a platform that was so seamless to write a post right within the platform. My debut Substack post was one of the fastest pieces of writing I’ve ever written, and a massive part of that was how uncomplicated it was to use Substack.

It was also extremely easy to add my friends and family as subscribers, preview and send the email newsletter of my post, share it on social media, and even customize my Substack profile to make it feel special. I’ve used Mailchimp and WordPress, and neither is as effortless to use or track stats.

While I created my Substack to test it for this blog post, I will absolutely continue using it to publish some of my more personal and creative writing (If you feel so inclined, I’d appreciate a subscribe).

I encourage any writers and content creators to give the platform a chance; it can bring your audiences from blogs, social media, or other places to a much more collaborative, accepting environment.

content templates

Categories B2B

The Top 3 Challenges Regional Marketing Models Create for Global Businesses

Starbucks recently shifted from a global to a regional marketing structure. Kieran and I believe this is the worst thing you can do to your marketing strategy, resulting in significant, long-term business consequences.

Starbucks’ new CEO, Brady Brewer, recently announced a shift from a global marketing approach to a regional, decentralized model. As part of the change, Brewer is eliminating the role of a global CMO and will instead have regionally divided marketing teams with regional CMOs.

While this may seem like a strategic move to tailor marketing efforts to local nuances — Brewer was previously Starbucks’ CMO, after all — we believe this is the single biggest mistake a marketing leader can make.

Download Now: The Global Marketing Playbook [Free Guide]

As discussed in the latest Marketing Against the Grain Podcast, we dive into the biggest challenges that regional marketing models create for global businesses.

We also touch on the lessons learned by companies like Uber and HubSpot, which have tried this structural change, and steps to build your own global marketing strategy.

Regional Marketing Model Challenges

1. Inefficiency and Misaligned Competition

One of the core challenges of a regional marketing model is that it generates significant inefficiency and counterproductive competition.

For example, when teams operate independently, they often (unknowingly) duplicate efforts, creating similar campaigns from scratch instead of optimizing and scaling successful strategies globally. This not only wastes valuable resources but also leads to inconsistent execution.

Additionally, having multiple CMOs can incentivize teams to compete over the same resources, goals, and budgets. Each CMO wants to make their region seem ‘special’ and ‘different,’ resulting in what Kieran describes as “kingdom making.”

This phenomenon shifts the team’s focus from collaboration and unified strategy to internal rivalry, ultimately diminishing the overall impact of marketing initiatives and reducing efficiency across the organization.

2. Inconsistent Brand Messaging

A second challenge with regional marketing approaches is that it becomes increasingly difficult to maintain a consistent global brand experience.

Why? Because regional CMOs will all try to put their personal spin on it.

While regional teams might be better equipped to understand local nuances, the lack of a centralized strategy leads to conflicting and often confusing brand messaging across different markets.

Overall, we believe that a good idea is a good idea everywhere. What we mean by this is that the world is much more the same than you think — and is becoming increasingly so.

“In nearly all of my experience,” says Kieran, “more than 80% of a marketing strategy can be copied across most regions with a couple of exceptions. Plus, technology will continue to make the world smaller and smaller, highlighting the need for a unified approach.”

3. Fragmented Knowledge & Expertise

A third challenge that regional marketing models create is the fragmentation of technical knowledge and expertise.

Today’s marketing requires a deep and thorough understanding of algorithms, storytelling techniques, and emerging technology like artificial intelligence (AI).

By decentralizing marketing teams, however, businesses dilute this information-sharing across regions and create rigid knowledge silos that impede learning and innovation.

This also leads to inefficient capital allocation, as different regions may not have the same access to talent and resources, resulting in uneven performance and a mismatch of knowledge and skills across the organization.

Uber experienced this first-hand a few years ago, finding that regional teams struggled to efficiently leverage the full potential of the company’s centralized knowledge. As a result, they laid off over 400 marketers and had to completely rethink their marketing strategy.

Step-by-Step: How to Build a Global Marketing Strategy

Building a global marketing strategy can feel like a huge, overwhelming task — but with the right approach, it can lead to significant growth and success.

To get started on creating your own Global Marketing Strategy, download our Global Marketing Playbook and follow the steps below.

1. Prepare to go global.

Start by determining if your company has the mindset and resources — personnel, tools, language education, and budget — to approach an international expansion effectively.

For example, conduct a readiness assessment to gauge if your team is equipped for global challenges. As we discussed on the podcast, “If your product or service is highly niche, there might not be a reason to go global.”

2. Map out your international strategy.

Create a global marketing strategy that aligns with your business priorities. This involves developing relevant content, aligning global initiatives, and engaging executive champions to support your efforts. For instance, use analytics to define your target markets and set clear KPIs for each region.

3. Plan, plan, plan.

Efficient planning is critical to the success of your global strategy. This includes mapping out objectives, identifying stakeholders, and setting up processes for content creation and distribution. You might create content calendars and workflows tailored to each market.

4. Assemble a dedicated team.

Build a global marketing team that understands the nuances of each target market. This includes hiring local talent and partnering with local agencies and experts. For example, consider engaging local contractors and translation providers to support your regional campaigns.

5. Establish scalable processes.

Create scalable processes for content creation, translation, and localization — and then regularly check in with these processes to ensure efficiency and consistency. You may also organize a formal content audit to streamline content management and make sure all teams follow standardized procedures.

6. Prioritize localization.

Understand the difference between translation, localization, and transcreation.

Also, make sure to tailor your content to meet the cultural and linguistic needs of each target market.

As examined in the guide: expanding your business is far more than just finding a few people to hire that speak a different language. Try using real-time analytics to refine your localization strategy and choose high-quality vendors for accurate translations and a thorough understanding of your audience.

7. Choose the right technologies.

Select technologies that support your global marketing efforts, including tools for project management, content creation, analytics, and communication. Perform a global technology audit to identify necessary tools and ensure your team is trained to use them effectively.

For an in-depth analysis on global and regional marketing, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.

global marketing ideas

Categories B2B

How to Do an Inclusive Website and Social Media Audit to Improve Conversions

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

This piece is in collaboration with Breaking the Blueprint, a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs.

I’ve been an inclusive marketing strategist and consultant for the last seven years. I’m also a consumer with several identities that are part of underrepresented and underserved communities.

And I can’t tell you the number of times I’ve been on brand websites and social channels exploring whether or not I should buy something, only to decide “this brand isn’t for me” based upon something I saw or didn’t see.

Download Now: Free Website Accessibility Checklist

Once, I was sitting with my credit card in hand while clicking through to a brand’s Instagram account from a sponsored post, only to quickly put my card away because I didn’t see anyone in the imagery that looked like me.

Unfortunately, experiences like that aren’t unique to me.

Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.

Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions.

The Starting Point for An Inclusive Marketing Audit

Get clear about the customers you want to serve.

Over the years, as I’ve chatted with and trained marketers about inclusive marketing, one thing that has popped up repeatedly is the notion of feeling like you have to serve everyone.

However, that’s a myth.

Inclusive marketing isn’t about serving everyone. While that would be fantastic, most brands lack the resources to do so effectively.

Inclusive marketing starts with acknowledging the many ways consumers are different and intentionally choosing which identities of your ideal customers you want to feel like they belong with your brand.

In this episode of the Inclusion & Marketing podcast, I discussed the concept of not feeling obligated to serve everyone in great detail.

You should only assess the experiences you deliver for the specific audiences you’ve decided to reach.

But herein lies the crux of the issue. One of the most common areas where brands get thrown off with their inclusive marketing efforts is by not having a sufficient degree of specificity regarding the ideal customer they are trying to reach.

So, if you’ve defined your audience as “working moms with an active lifestyle,” it’s essential to be precise. Does that include:

  • Asian moms
  • Single moms
  • Muslim moms
  • Moms with disabilities
  • Queer moms
  • Moms with kinky hair
  • Older moms

If you haven’t been clear about the specific identities you want to include, it becomes very easy to exclude moms from underrepresented and underserved communities from your planning for various elements of your marketing.

As a result, your ideal consumers from these groups won’t convert to customers if they feel you haven’t considered them with the products, services, and experiences you deliver on your website and social channels.

Where To Focus Your Inclusive Website & Social Media Audits

There are plenty of areas throughout your brand’s customer experience that you can evaluate through an inclusive lens. Focus on these core areas as a starting point to improve your conversions.

1. Representation

Representation matters. We know this. One research study I conducted showed that 74% of consumers say representation in marketing is important to them. That same study showed that three out of four consumers say they buy from and engage with brands that have adequately represented them.Brand representation graphic

When I educate on this topic, I like to remind marketers that people need to see themselves and who they aspire to be reflected in their brand’s visual imagery.

Seeing themselves represented is like a permission slip to take the next step forward with you, which increases your conversions. When they don’t see themselves, it causes unnecessary friction that often causes them to disengage with a brand.

When I’m conducting inclusive website and social media audits, representation is one of the key areas where many brands fall short.

I landed on Audible’s Instagram account recently due to some influencer promos they did, and I was super impressed with the representation. The nature of their product offering naturally speaks to a broad diversity of people. When you look at the brand’s grid, the people featured reflect a range of identities.

Audible Instagram

Audible even found a way to represent different identities in their Instagram Stories.

Caribbean Heritage Month story

Here are some critical areas to evaluate to ensure you have adequate representation of the people you’ve chosen to serve on your website and social media:

  • Customer testimonials
  • Featured experts
  • Your team
  • Influencers
  • Power dynamics
  • Photography (both custom and stock)

This video explains more in detail what you need to be on the lookout for with power dynamics.

In this episode of the Inclusion & Marketing podcast, I covered key considerations when searching for inclusive stock photography.

2. Accessibility

I’ve included accessibility on this list as something to check — whether or not your brand has intentionally chosen to serve people with disabilities.

Some government entities have mandated certain accessibility requirements for brands on their websites. One case in the U.S. landed on the Supreme Court’s desk after a visually impaired man tried to order a pizza on Domino’s website and app but couldn’t because they weren’t compatible with screen readers.

Ultimately, the courts ruled Domino’s needed to make its website accessible.

Inclusive marketing drives business results, and there are plenty of great reasons to represent people with disabilities in your marketing (besides mandates).

The good news is that there are plenty of resources, including HubSpot’s website accessibility checklist, to help you ensure your website is accessible.

When it comes to social media, here are a few things to check from an accessibility perspective:

  • Captions on videos
  • Alt text usage
  • Use Camel Case or Pascal Case in your hashtags
  • Image descriptions
  • Usage of emojis

I’m super thankful someone on LinkedIn slid into my DMs to educate me on my inaccessible use of hashtags. Once I learned how to do it correctly, I made this quick video to share the knowledge with others.

3. Brand Values

Many research studies reveal that consumers want to buy from brands that share or reflect their values. The HubSpot Consumer Trends Study showed that 82% of consumers feel this way.

Since consumers increasingly care about brand values, it is more important than ever for brands to evaluate how well they are doing at both communicating and living their values.

Many brands struggle with this. A while back, I audited several websites for eCommerce brands, and my feedback for all of them was that they needed to find a way to highlight their values.

While most brands don’t mention their values on their websites or social media, I’ve also found that the small percentage of brands that do often have them buried somewhere in the footer or under some vague name, making them difficult for consumers to find.

Both ice cream maker Ben & Jerry’s and retailer Patagonia do a stellar job of communicating their values on their website and social media channels.

Patagonia Instagram

Ben & Jerry's Instagram

Ben & Jerry’s brand values are also featured prominently on its website.

Ben & Jerry's brand values

As you’re doing your inclusive marketing audits, review these key areas related to your values:

  • Communication on website and social media
  • Ease of finding values-based content
  • Examples of living your brand values integrated into your content

4. Language

The words we use matter.

That’s why, in 2021, Unilever decided to remove the word “normal” from packaging and advertisements for its personal care products. After conducting a global study of more than 10,000 people, they found that 7 out of 10 people felt the word had a negative impact on consumers.

It is important to take great care with the words you use to ensure they draw the people you want to serve closer to you rather than pushing them away.

When auditing your website and social media, I recommend evaluating the words you’re using for:

  • Appropriation
  • Harmful meaning and connotation
  • The reach, context, and meaning of pop culture references
  • Gendered language
  • Ableist language
  • Stereotypes

This video explains more of the details about what to be on the lookout for with pop culture references.

This episode of the Inclusion & Marketing podcast discusses how to ensure that the language you use in your brand’s messaging is inclusive.

It’s Time To Improve Your Conversions

When working towards a goal, it’s useful to assess how you’re performing today so you can identify areas of opportunity to improve your results.

It’s no different when marketing to an increasingly diverse customer base.

Evaluate how the customer experience you’re currently delivering on your website and social media channels measures up to attract and convert more of the customers you want to serve.

As you start implementing changes that make more of the people you want to serve feel like they belong with your brand, you’ll be poised to increase your conversions.

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Categories B2B

What Are Good Weaknesses to Say in an Interview That Aren’t “I’m a Perfectionist”?

I’ve been told countless times that the hardest part about getting a job at my dream company (Nickelodeon — spoiler alert, I got it!) is getting my foot in the door.

I wrote and submitted the perfect resume and tried my best to make a lasting impression during the phone screen. The final step was winning over my hiring manager in the face-to-face interview.

Free Guide: 50 Common Interview Questions [Download Now]

In my interview prep, I practiced answering many common interview questions, including “What is your greatest weakness?” This question never fails to trip me up, as it often feels like a trick or test. I’m trying to sell myself at the highest caliber, and you want me to say what’s wrong with me?

The key is finding the perfect balance between being able to admit that no one is perfect and not listing weaknesses that would prevent you from succeeding at the role. Here, I’ve cultivated some incredible answers to “What is your greatest weakness?” — and don‘t worry, these answers aren’t, “I’m a perfectionist.”

Table of Contents

What Are Good Weaknesses to Say in an Interview?

Interviewers who ask, “What is your greatest weakness?” want to know how honest and self-aware you are.

They also seek evidence that you have a drive to improve upon your weaknesses. When I think about the most common shortcomings people in my field experience, I ask myself:

  • What are my weaknesses?
  • How did I notice this weakness in myself?
  • How did I react to that realization?
  • What steps am I taking to notice that habit in the moment?
  • What am I doing to change this behavior?

The best answers to this question sincerely explain a weakness and provide an example of how you are actively working to improve. If you’re not sure where to start, check out this list of typical interview weaknesses:

Common Interview Weaknesses

Organizational Weaknesses:

  • Struggling with time management.
  • Managing missed deadlines.
  • Not being able to prioritize multiple tasks at a time.
  • Delaying tasks unnecessarily.

Quality of Work Weaknesses:

  • Having limited experience in a specific skill or specialization.
  • Having trouble adapting to new processes or technologies.
  • Striving for perfection.
  • Finding it hard to let go of projects.

Interpersonal Weaknesses:

  • Issues communicating with colleagues of higher titles.
  • Difficulty working with different personalities.
  • Difficulty delegating tasks.
  • Challenges asking for help.

Personal Growth Weaknesses:

  • Balancing work and personal life.
  • Struggling to say “no.”
  • Being hesitant to speak up or advocate for yourself.
  • Lacking self-assurance.
  • Avoiding taking responsibility for mistakes.
  • Being late occasionally.

Pro tip: I always try to tailor my weaknesses to the role at hand. I think about the job requirements and the types of answers that would make hiring managers want to work with me, then choose the most honest answer to the question that won’t make the hiring manager question my fit for the role.

I spoke with Nehal Patel, the director of research technology and innovation and hiring manager at Smith & Nephew.

He agreed, saying, “Good areas to point to for this question are organizational skills that can improve as new tools become available, or interpersonal skills that can continuously advance as you work with new people with different styles.”

Here are some strong examples of how to answer “What is your greatest weakness?” and why they work.

1. “I have difficulty working with others.”

Sample Answer:

“I can struggle when working with a team — I am incredibly self-sufficient, so it’s difficult to rely on others to complete my work. That’s why I’ve pursued roles that require someone to work independently. However, I’ve also worked to improve this weakness by enrolling in team-building workshops. While I typically work independently, I must learn to trust my coworkers and ask for outside help when necessary.”

This answer works because the weakness — the inability to work well with a team — doesn‘t hinder your ability to perform well in the role, since it’s a job that doesn’t rely on teamwork to succeed. Additionally, you display an eagerness to develop strategies to combat your weakness, which is a critical workplace skill.

Related Resources:

2. “I can be disorganized.”

Sample Answer:

“I struggle with organization. While it has yet to impact my performance, I’ve noticed my messy desk and cluttered inbox interfere with my efficiency. Over time, I’ve learned to set aside time to organize my physical and digital space, and I’ve seen it improve my efficiency levels throughout the week.”

I am the biggest culprit of a messy workspace with half-empty coffee mugs, coiled charger and headphone cords, and long-finished lunches that need to be thrown out.

This answer works because it‘s a relatable and fixable weakness. You note that disorganization doesn’t interfere with your ability to do your job, which is critical, but you also acknowledge it might make you less efficient.

To ensure you‘re performing at 100%, you mention personal steps you’ve taken to improve your organization skills for the sake of self-improvement alone, which suggests a level of maturity and self-awareness.

Related Resources:

Graphic of 12 best weaknesses to share with an interviewer

3. “I have trouble delegating work.”

Sample Answer:

“I sometimes find it difficult to delegate responsibility when I can finish the task well myself. However, when I became manager in my last role, it became imperative I learn to delegate tasks to ease some of the work off of my plate while allowing my direct reports to take on more responsibility. To maintain a sense of control when delegating tasks, I implemented a project management system to oversee the progress of a project. This system enabled me to improve my ability to delegate efficiently.”

This answer allows you to demonstrate an ability to pursue a new skill when a role calls for it and suggests you’re capable of flexibility, which is critical for long-term growth.

Additionally, you showcase a level of initiative and leadership when you mention the successful implementation of a new process that enabled you to succeed in your past role, despite your weakness.

Related Resources:

4. “I’m timid when providing feedback.”

Sample Answer:

“Often, I can be timid when providing constructive feedback to coworkers or managers, out of fear of hurting someone’s feelings. However, in my last role, my coworker asked me to edit some of his pieces and provide feedback for areas of improvement. Through my experience with him, I realized feedback can be helpful and kind when delivered correctly. Since then, I’ve become better at offering feedback and realized I can use empathy to provide thoughtful, productive feedback.”

While interning at the HubSpot Blog, I copyedited guest writers’ posts. I always wondered why I, a college student, had the right to provide detailed feedback to a professional writer.

With time, I’ve learned that constructive feedback is always beneficial to people when presented respectfully, regardless of their level or experience.

This answer works because you’ve explained how you could turn a weakness into a strength through real-world experience. Typically, timidity can be seen as a flaw in the workplace, particularly if a role requires someone to give feedback to others.

In this case, you can show how timidity can be used as a strength, through thoughtful reflection and practice.

Related Resources:

5. “I can come across as too blunt.”

Sample Answer:

“My blunt, straightforward nature has allowed me to succeed over the years as a team manager, because I can get things done efficiently, and people often appreciate my honesty. However, I’ve recognized my bluntness doesn’t always serve my employees well when delivering feedback. To combat this, I’ve worked to develop empathy and deeper relationships with those I manage. Additionally, I took an online leadership management course, and worked with the professor to develop my ability to deliver feedback.”

Facets of our personalities can help us in certain areas of our work while hindering us in others. That’s natural. However, you must demonstrate an ability to recognize when your personality interferes with the functions of your role, and how you can solve for that.

In this example, you first explain how your blunt nature allows you to be successful in certain situations. Then, you mention that you understand your bluntness can be seen as a lack of empathy and provide examples of how you’ve attempted to solve this issue.

Ultimately, your awareness of how others might perceive you shows emotional intelligence, a crucial asset for a team leader.

Related Resources:

6. “I fear public speaking.”

Sample Answer:

“Public speaking makes me nervous. While I don‘t need to do much public speaking as a web designer, I still feel that it’s an important skill — especially when I want to offer my opinion during a meeting. To combat this, I spoke with my manager and she recommended I speak at each team meeting for a few minutes about our project timeline, deadlines, and goals when developing a website for a client. This practice has enabled me to relax and see public speaking as an opportunity to help my team members do their jobs effectively.”

In this example, you mention qualities that don’t apply to the role, but which you nonetheless have been working to improve. This shows your desire to meet more business needs than necessary in your current role, which is admirable.

Additionally, it‘s impressive if you can show you’re willing to contact your manager with areas you want to improve, instead of waiting for your manager to suggest those areas of improvement first. It shows a high level of professional ambition.

Related Resources:

7. “I struggle with analyzing data.”

Sample Answer:

“I’m not great at analyzing data or numbers. However, I recognize this flaw can prevent me from understanding how my content performs online. In my last role, I set up monthly meetings with the SEO manager to discuss analytics and how our posts were performing. Additionally, I received my Google Analytics certificate, and I make it a point to analyze data related to our blog regularly. I’ve become much more comfortable analyzing data through these efforts.”

As someone creative-minded, I also struggle with the data side of my work. How marketing campaigns perform and how to incorporate those results when building the strategy for future campaigns is an important part of my job, even though there are teams who specifically handle that data.

In this example, you can show your desire to go above and beyond a job description and actively seek out skills that could be helpful to the success of your company as a whole.

This type of company-first mentality shows the interviewer you’re dedicated to making yourself a valuable asset and trying your best to understand the needs of the whole department, rather than just your role.

Related Resources:

8. “I am indecisive.”

Sample Answer:

“Sometimes I struggle with ambiguity and making decisions when directions aren’t clear. I come from a work environment that always gave clear and direct instructions. I had such a strong team and leadership that I haven’t had much practice making decisions in the heat of the moment. I’m working on this by leaning more into my experience and practicing listening to my gut.”

This job interview answer works because you demonstrate that you can both follow a leader and sharpen your leadership skills.

It‘s all right not to know what to do in the moment. Admitting that you relied on strong leadership shows that you can be a follower when needed, but knowing when to step up is important, too. With this answer, you show that you’ll step up if a situation calls for decisiveness.

Related Resources:

9. “I am a harsh self-critic.”

Sample Answer:

“My inner critic can be debilitating at times. I take pride in producing good work, but I don’t always feel satisfied with it, which has led to burnout. However, I’ve started pushing back against this inner voice by caring for myself before and after work. I’m also learning to recognize when my inner critic is right and when I need to dismiss it.”

Your interviewer can likely relate to this weakness; we all have harsh inner critics (mine often leaves me spiraling after sending any mildly assertive email or Slack).

It‘s also effective because 1) It shows that you’re willing to work on your weaknesses outside of work, not just during business hours, and 2) It demonstrates your inner critic may have valid points.

Discerning when to dismiss your inner critic is key to preventing burnout and increasing productivity. Realizing how it may inhibit a good work ethic shows your willingness to grow and be an effective worker.

Related Resources:

10. “I have a micro-management style.”

Sample Answer:

“I used to work in industries where I had to cultivate a solid work ethic in my employees. This training style has been so ingrained in me that I still need to distinguish who may need that coaching and who does not. I‘ve been reading books on effective delegation and team building to work on this shortcoming. One technique that works for me is reassuring myself that if I establish clear expectations, my team will heed them. I’ve also learned to trust my team members more.”

This answer works best if you’ve been in a leadership position before and are applying for a managerial role. However, you can still use this example for past experiences where you did have to show leadership.

While you may be used to running your crew or team a specific way, this answer indicates that you‘re willing to admit when your method isn’t the most effective. Showing your flexibility demonstrates your ability to grow and adapt to a new culture at a new job.

Related Resources:

11. “I sometimes chat too much at the office.”

Sample Answer:

“I enjoy developing a relationship with my coworkers by engaging in conversation, and that’s a great team-building skill. However, I habitually carry on a conversation to a point where it may distract other coworkers. I have learned since then that there are other ways to connect with my coworkers and that if I’m asking about their day, I need to keep it brief and redirect myself back to my work.”

Please stand up if you also came home with report cards in your school days stating, “[Name] is a great student, but talks too much in class,” and somehow still have that issue as an adult!

This answer works because it shows awareness of how your talkative tendencies may be distracting in the workplace. It takes a lot of courage to admit that. It also shows you are willing to develop a relationship with coworkers but not at the cost of productivity.

That’s what sets us apart from our innocent, talkative childhood selves.

Related Resources:

12. “I have trouble maintaining work-life balance.”

Sample Answer:

“I‘ve struggled with work-life balance, especially after I started working remotely during the pandemic. This increased my stress levels to the point where my productivity was at an all-time low, and I didn’t bring my best self to work. Because I want to continue working remotely, I‘ve added better structure to my day and instituted a sharp start and end time. I’ve already seen improvements in my levels of focus during work hours.”

At first, this might seem like a “strength” weakness — pouring yourself into work is great, right? That means you love your job. But it’s not so great if it impacts your productivity and your relationships with coworkers.

This answer works because it doesn‘t mean, “I work so much that my home life suffers.” It implies, “I work a lot to the point of burnout, and I’ve realized that I need to structure my day better.”

If you‘ve struggled with work-life balance issues, it’s important to state how you’re restoring that balance and how it has impacted your work.

Related Resources:

How to Identify Your Greatest Weakness

As I’ve mentioned, your answer should be honest while not threatening your chance at getting the job offer. So, how do you choose the best weakness to cite in the interview? Here are some tips.

1. Rule out any skills that are listed in the job description.

Scan every word of the job listing to ensure the weakness isn’t included in the required skills and responsibilities.

My job description at Nickelodeon mentioned looking for a candidate who could build relationships with internal and external partners at all levels.

Since that is an essential qualification for the role, I wouldn’t have answered “What is your greatest weakness?” with “Communicating with colleagues of higher titles.” Doing so would have made me seem less competent and risked my chances of getting the job.

2. Consider weaknesses that you have overcome.

I spoke with Sneha Alagappan, the assistant director of computer science career services at the University of Chicago and a former tech recruiter.

She mentioned that “there is always a positive way to spin potential mistakes and areas of opportunity for yourself by talking about lessons you’ve learned along the way and how you have already changed your way of working moving forward.”

She added, “[For example,] if your weakness is ‘organization,’ give an example of a time when you identified your weaker organization skills and reflected that it was holding you back in some way, and how you worked to overcome that [weakness] moving forward.”

Early in my career, I struggled to prioritize my time around several tasks with different due dates.

My manager helped me develop a process that worked for me — asking the requestor about the task’s urgency and keeping track of assignment due dates in my calendar with reminders — which I still use to balance dozens of tasks at a time.

3. Find inspiration by looking through old performance reviews.

If you’re struggling with a specific weakness example, read through old self-assessments and performance reviews. These documents offer examples of your accomplishments and the areas you can improve, making them a great source of inspiration.

Depending on how long you have worked at your current company, you may be reminded of old weaknesses that you now consider strengths. This can help you craft an answer that shows your willingness to work on yourself.

Alagappan agreed, adding, “Receiving feedback from a direct manager, skip-level managers, peers, or cross-functional partners is a great way to identify your areas of opportunity.”

One of my first performance reviews at Nickelodeon mentioned I should speak up more during meetings. Since then, I have come to lead several bi-weekly and monthly meetings, which I did because of the encouragement from my manager.

How to Answer “What Are Your Greatest Weaknesses?”

1. Be honest and choose a real weakness.

The answer, “I’m a perfectionist” won‘t cut it because it’s not a real weakness. Perfectionism can never be attained — it’s a fear-based pattern that leads to short-term rewards like getting the job done early and exceeding expectations.

However, in the long term, trying to attain perfectionism leads to burnout, low-quality work, and missed deadlines. Burnout can cause a lack of energy in and out of the workplace, cynicism towards your job, and a drop in work performance — all of which a company wants to avoid.

Instead, choose a real weakness. Underneath the desire to do perfect work may lie a more authentic weakness.

Personally, I strive for perfection because I’ve typically been the youngest person on my team and want to consistently prove that I am on par with my more experienced colleagues.

That’s a real weakness that can be shared in an interview and overcome.

2. Provide an example of how you’ve worked to improve your weakness or learn a new skill to combat the issue.

Hiring managers don’t expect you to overcome your weaknesses overnight. Everyone has areas they must continuously work on to keep their skills sharp. As Patel told me, “Hiring managers are normal people with their own shortcomings, too.”

Take the example I mentioned in the previous bullet point.

Being confident amidst more experienced team members is an ongoing growth process, but I’ve taken steps to work on this weakness by practicing positive self-talk and sharing my own opinions with colleagues of a higher level so that I force myself to let my expertise shine amongst that of others.

Graphic of advice on how to answer what are your greatest weaknesses

3. Think about weaknesses in your personal life.

Humanizing yourself in the interview allows your interviewer to connect and visualize working with you in the future. It’s not just about weaknesses that pertain to the job.

In my personal life, I have trouble saying “no” to friends. My social calendar constantly gets filled with plans, even on evenings when I plan to have a quiet night in. This is a relatable weakness in both work and life.

When you demonstrate your self-awareness this way, it shows you understand that self-improvement correlates to work performance.

4. Think of where you’d like to be and what support you need to get there.

Overall, growth is a part of life. Think about people you look up to that may be related to the field that you’re in. Ask yourself what character traits those people have and what work you might need to do to get there.

I’m inspired by my manager who I believe strikes the perfect balance between self-assuredness and kindness. I aim to be equally confident in my decisions while creating an environment that respects other opinions.

I know I can achieve this by making myself known and heard in meetings, and listening to my gut even when others may think differently.

By providing an example of how you‘re working to improve your area of weakness, you’ll give the interviewer a glimpse into a few positive attributes about your awareness, including that:

  • You know how to identify and mitigate issues that come up.
  • You’ve found a helpful solution to a problem that you and perhaps others on the team face, which means you can be an immediate resource to the team.
  • You demonstrate self-awareness and an ability to take feedback from others.

More often than not, you will need to look outside of yourself to overcome a weakness. Whether you look to your supervisor, the HubSpot Blog, or a mentor for help, the act of seeking help demonstrates self-awareness and resourcefulness — two skills that are hard to teach, but valuable to learn.

Being able to say “I don’t know the answer, but I will find out” shows interviewers that you can solve problems even when the answer is not yet clear.

5. Don’t be arrogant or underestimate yourself.

The most important thing when responding to the question “What is your greatest weakness?” is to exhibit confidence in your answer. (If lack of confidence is your weakness, keep reading.) Luckily, confidence can be learned — it begins with being honest with yourself and knowing you’re being truthful in what you say.

If you‘ve identified an area of weakness and feel sure about it, let that assurance shine through in your answer. As I’ve mentioned, everyone has areas of improvement, so there’s no need to feel embarrassed about something you struggle with that you’re working to refine.

Before you start expressing a genuine weakness to your interviewer, get comfortable with the types of answers that make hiring managers want to work with you.

Take a look at the following examples and find a few that fit your personality and work style. Then, practice reciting them aloud so they come naturally to you.

5 Tips for Talking About Weaknesses in Job Interviews

Now that you know the most effective answers and best practices for choosing a weakness, it’s time for the true test: delivering the answer to the interviewer.

This doesn’t have to be panic-inducing — I like to imagine talking through this question with my best friend to eliminate some of the fear.

1. Practice your answer beforehand.

Practice does not make perfect, but it certainly makes better. While it’s not guaranteed that an interviewer will ask you about weaknesses, it’s better to be ready.

I prefer practicing interview questions like this one with friends so I can receive live feedback. But practicing aloud to yourself in a mirror can be equally effective.

It’s perfectly normal to stumble over your words or say, “That’s a great question. Can I have a moment to think?” but you may feel more confident answering the question if you’ve prepared in advance. That will also ensure your answer feels authentic — because it is!

You can follow some of the formats from our above answer examples, but feel free to adapt the wording here and there to feel most natural to you. It’s okay to improvise so long as the bones of your answer remain the same.

2. Look the interviewer in the eye and project confidence.

Since you’ve hopefully practiced several times this should come naturally, but I can’t overemphasize it: When answering “What is your weakness?” try to maintain eye contact with your interviewer during most of the answer, and project confidence while you speak.

I can relate to how difficult it is to feel secure while discussing your weaknesses. I manage this by not necessarily being confident in my weakness, but confident in my conveyance of said weakness, which proves that I prepared for the question.

Graphic of tips to answer what are your greatest weaknesses

3. Be brief and to the point.

Even though it’s a question to which the interviewer genuinely wants to hear the answer, it’s best to keep your answer short. I typically prepare a response that is between the length of thirty seconds and one minute.

Only the first statement should directly state your weakness, and the rest of the answer should be dedicated to the tools and strategies being used to overcome it.

You can also share an anecdote on what you learned from dealing with that weakness in your personal life or at work.

For instance, I might say, “I have trouble saying ‘no’ since I want to prove I am a willing and capable teammate. However, I recognize that overcommitting tasks can go awry if I can’t complete all of them with the same quality or on time.

I’ve worked on this by communicating to the requestor that I would be happy to help with the task but don’t have the bandwidth. I would ask if the task can wait a few days or weeks and, if not, offer to help find someone to tackle the project sooner.”

It’s best not to over-elaborate. State, as simply as possible, the steps you’ve taken to improve. Your interviewer likely has much more pressing job interview questions about your direct experience, and the answer to this question isn’t as critical in the overall process as we all may think.

4. Understand the interviewer’s goal.

Your interviewer’s goal is not to intimidate or scare you or create a “gotcha!” moment. They’re also not looking to disqualify you based on your answer. “What is your greatest weakness?” is a popular behavioral interview question. It’s another way for interviewers to learn your soft personal and professional attributes.

Alagappan told me, “Demonstrating to an employer that you are aware of your areas of opportunity, have developed a plan of action to remove that roadblock, and now have a proven track record of success in overcoming that weakness is a much stronger way of showing them why you would be a great asset for their business.”

Including anecdotes about previous feedback you’ve received, projecting confidence, and making it clear that you’re taking steps to improve will be enough to fly with high marks during this question. It can also help personalize your answer compared to other candidates.

5. Showcase your personality while keeping it professional.

I’m someone who likes to infuse some of my humor into interviews. It helps take the edge off of the nerves and helps me build more of a connection with the hiring manager.

Of course, you should first gauge the company’s culture and examine the interviewer’s personality before showcasing humor, dry wit, or likewise.

If you’re interviewing for a highly corporate job, I recommend keeping humor to a minimum. But no matter what, you can always show your personality in your inflection, tone, and delivery.

Take, for instance:

“You know, I’ve had such a hard time with [X] in the past, but I’m grateful to my previous managers, who gave me useful feedback when I began my career. Now, I’m ‘thriving.’ Every day, I do [Y] to improve that skill.

It was such a pain point for me, but I’ve improved tremendously and have been lucky enough to have a strong support system every step of the way.”

Compare that with:

“I won’t lie. I struggle with [X] sometimes. Fortunately, I’ve picked up [Y] to work on it, and like any new learning experience, it’s been eye-opening and humbling.

I’ve improved in [Z] areas — not so much that it would be first on my list of skills, but maybe second or third. Either way, I’m happy to report I’m getting there and look forward to improving even more in the future.”

Neither of these is better than the other, but they both show different personality types, and you can do the same.

There’s Strength in Every Weakness

I’m human, too — and it has always been difficult for me to vocalize my weaknesses in an interview setting where I already feel my most vulnerable. But I’ve learned that every weakness also has a strength on its flipside.

For instance, my being so-so with numbers is what has made me so much stronger with words. My struggle to say “no” means I’ve taken on a wealth of opportunities and experiences that have furthered my career. On top of this, there is still strength in how I’ve worked to overcome my deficiencies.

Leaning on your teammates who excel in those areas is a great way to show that you’ll work well on the team and know how to use your resources to solve problems. Taking free online courses to progress your professional development indicates you’re willing to work toward improvement.

No matter which of these answers you share with the hiring team, so long as you are genuine in your approach, they’ll be more than happy to help you grow and exceed the expectations of the role.

Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.

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How An NBA Marketer Brought the Brooklyn Nets to Paris (& What Marketers Can Learn from Him)

In our first edition of Masters in Marketing, a brand-new HubSpot Media newsletter designed to bring you tips from the top marketers each week, I spoke with Ron Goldenberg, VP of International Marketing & Innovation at BSE Global — who runs international marketing for the Brooklyn Nets and Barclays Center.

Goldenberg has plenty of impressive accolades, including bringing the Brooklyn Nets to Paris and launching the #ThankYouVince campaign to honor former NBA superstar Vince Carter. 

Keep reading to hear why you need to take big swings in marketing, how Goldenberg matches insights with instinct, and his fascination with global brands like Oatly

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Lesson 1: If you’re not risking your career on a bold marketing move, you’re not thinking big enough.

Goldenberg got plenty of pushback when he pitched a Brooklyn Nets activation — in Paris, complete with an orchestral tribute to The Notorious B.I.G. and Brooklyn Nets-inspired pizzeria.

One colleague even said to him, “You really think Parisians are going to show up to a Brooklyn Nets pizzeria?” (I get the hesitation — don’t they live off of escargot and croissants?)

He knew there could be major ramifications if the event flopped. But he believed in the concept enough to risk it all.

“If I’m going to get fired for anything, it’s worth [it] for an orchestral tribute to Biggie in Paris,” Goldenberg told me last week. “When your ideas are big enough and bold enough, and you believe in them to the degree that you’re willing to take a reputational risk, that’s when you’re onto something.”

Playing it safe can be a risk in itself. But marketing thrives on standing out, which demands taking chances.

For Goldenberg, the payoff was massive:

  • Fans snapped up all 15K tickets to the Nets-Cavaliers game, 3.3K visitors indulged in Brooklyn pizza, and Biggie’s tribute sold out in five days 🍕
  • 450K unique visitors to Brooklynets.com/paris
  • 64K emails captured (90% net-new to their database)
  • 195% YoY surge in ticket sales to French consumers and over seven figures in total revenue 💵

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Goldenberg got stakeholders on board by being blunt: “You all need to understand how important this is, not just for the Nets but for our fans and the global sports industry,” he told colleagues. “It’s never been done before at this scale.”

Sticking to the tried-and-true is tempting. But it was insight matched with instinct that landed Goldenberg his big swings.

Lesson 2: Look outside your industry.

Goldenberg doesn’t look to other sports teams for marketing inspiration — instead, he learns from other global brands like Stüssy and Oatly.

As he told me, the Nets activation wasn’t just about basketball; it was about spreading New York’s culture and the spirit of Brooklyn. So it didn’t make sense to limit himself to what other NBA teams have done.

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Whether you‘re working for the NBA or a small software startup, Goldenberg’s advice is gold: Looking outside your industry can be the best move for evolving your own marketing strategy.

Lesson 3: Don’t tell a story — sell the story.

Marketers need to be able to tell the same story seven different ways, Goldenberg says.

Your CEO might want to hear about how your new marketing campaign supports the company‘s high-level strategy; meanwhile, your manager is eager for the nitty-gritty details of how it’s all going to play out.

And when it comes to storytelling, pinpoint the emotion you want to elicit.
“Data will help frame your story, but it certainly isn’t going to sell it,” he says.

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