Author Archives: i4lead

Every marketing campaign I’ve participated in has always had social media at its core. It’s no shock — over five billion people are active on social platforms daily. So if you want your product, service, and mission to reach the maximum number of people, your business needs to be on social media, too.

However, the ease with which you execute your social media strategy depends largely on the tools you use. Social media work is incredibly time-consuming, covering everything from the creative challenge of designing eye-catching graphics to posting at the right time to tracking campaign performance.

Without the right tools, it’s tough to pull off a robust strategy that balances both speed and quality — trust me, I know. That’s why I’ll be sharing the top social media tools you should be using in 2025 to save time, boost conversions, and prevent the kind of burnout I experienced in 2021 trying to go it alone.

Table of Contents

• Social media campaign tools
• What are social media tools?
• What makes for a good social media tool?
• What to look for in a social media tool
• Best social media tools

What are social media tools?

Social media tools are digital platforms and applications designed to help you manage, optimize, and measure your social media efforts. They streamline tasks like content creation, scheduling, audience engagement, and performance tracking, allowing you to focus on strategy and creative storytelling while automating repetitive tasks.

There are different types of social media tools, including:

• Scheduling tools. These tools allow you to plan and schedule posts ahead of time across multiple social platforms. They help maintain a consistent posting schedule, optimize publishing times for maximum engagement, and provide analytics to track performance.
• Image editing tools. These tools help you create and enhance visuals. They offer a range of features — from templates and drag-and-drop interfaces to advanced photo editing options — that ensure your social media graphics are polished and on-brand.
• Video-making tools. These tools simplify video creation. They provide pre-built templates, transitions, audio editing, and special effects, making it easy to produce professional-quality videos without needing extensive editing experience.
• Social listening tools. These tools monitor mentions, keywords, and sentiment around your brand on social media. They help you stay informed about what people are saying, identify trends, and manage your reputation by enabling timely responses to customer feedback.
• Analytics tools. These platforms give you insights into how your content performs, tracking metrics such as engagement, reach, and conversions. They provide data-driven insights that help refine your social media strategy and demonstrate ROI.
• Collaboration and management tools. These tools facilitate team collaboration by enabling content reviews, approval workflows, and centralized communication. They ensure that everyone involved in your social media campaigns is on the same page, making it easier to create cohesive and impactful content.

What makes for a good social media tool?

Although the term “social media tool” is very general and can apply to a wide range of services, there are a few key features that your top social media tools should have.

It saves you time.

The main goal of a social media tool is to cut down on the hours spent on routine tasks without sacrificing quality. It should automate processes — whether it’s scheduling posts or generating captions — while still ensuring each step is done right.

It helps you increase brand awareness.

I believe that one of the biggest benefits of social media is its ability to increase your brand awareness, which is something you should keep in mind when choosing the social media tools you’ll use.

For instance, if you’re using an editing platform like Lightroom or an Instagram scheduler like Later, the primary focus should be that your brand’s image is consistently presented. This way, when people come across your posts, they immediately know it’s your brand.

It’s easy to use.

No matter how powerful a tool might be, it only saves you time if it’s straightforward and intuitive. I appreciate social media tools that are designed with the user in mind — ones that let anyone, from the analytical folks on the accounting team to your creative, right-brained writers, navigate functions without hassle.

Many top-notch tools offer tutorials on their websites to help you navigate the tools. Others, like Kicksta, have exceptional customer service, which means you can always get quick, expert help when you need it.

It’s affordable.

The best social media tools don’t have to break the bank. Often, you can find high-quality options that are free or very budget-friendly, like the Unfold app, which is great for creating engaging Instagram stories.

As a freelance content marketer who dabbles in social media from time to time, using affordable tools means I can focus on strategy and creativity rather than worrying about overspending on technology.

It keeps you organized.

Efficiency isn’t just about speed — it’s also about staying on top of your tasks. A good social media tool should help you manage your workflow, whether it’s by sorting through comments, scheduling posts, or saving your designs for later edits.

For example, HubSpot’s Social Media Management tool keeps your interactions prioritized, and graphic design platform Canva ensures that your creative work is neatly organized and easily accessible for revisions.

This organization not only saves time but also reduces stress, allowing you to focus on what really matters: connecting with your audience.

What to Look for in a Social Media Tool

When I’m choosing a social media tool, here are some features/elements I always look for:

1. User-friendly Interface

I’d like to think I’m tech-savvy, but I’ll always appreciate a tool with a clean, intuitive design that minimizes the learning curve and reduces errors.

Even if you can find your way around tools easily, chances are not everyone on your team can. So when choosing a social media tool, look for one with an interface that every member of your team can navigate easily.

This is especially crucial during fast-paced campaign launches, where every minute counts.

2. Automation Capabilities

The first time I used Hypefury to schedule X (formerly known as Twitter) posts, my mind was blown at how much easier my work became. Since then, I’ve always recommended choosing a social media tool that can automate repetitive tasks, like cross-platform publishing, so that your campaigns run smoothly even when you’re not at your desk.

For example, with scheduling tools like Hypefury or Hootsuite, you can set up automated posts for a six-month-long campaign. As long as you set your times and dates right, you can leave it and focus on other things, like responding to comments/inquiries.

3. In-depth Analytics and Reporting

Detailed analytics are my compass in determining what works and what doesn’t. So, I choose social media tools that provide real-time engagement metrics, demographic breakdowns, and conversion rates. This way, I know what’s working and what isn’t, and can tweak my strategy accordingly.

For example, if your analytics dashboard reveals that your video content is outperforming image posts by 40%, you’ll know to scale back on images and focus more on creating videos.

4. Seamless Integration With Other Platforms

Integration is key to maintaining an efficient workflow. So, I look for social media tools that play well with other applications I use — whether that’s my CRM, email marketing platform, or design software like Canva.

I remember a campaign where direct integration with Canva allowed me to import and tweak images without the extra step of exporting files manually. This seamless connection saves time and reduces the chance of errors.

5. Customizable Features

Every campaign is unique, so having the flexibility to customize dashboards, reporting metrics, and even workflow settings is a huge plus.

For example, if you’re executing a user-generated content (UGC) campaign, you can tailor your dashboards to monitor specific hashtags or mentions. This ensures that you’re tracking the metrics that directly impact your strategy.

6. Reliable Customer Support

When issues arise, having prompt and effective customer support makes all the difference.

Picture a situation where you encounter a technical glitch right before a crucial campaign launch — having access to expert help means you can resolve the problem quickly and keep your project on track.

7. Affordability and Scalability

Finally, I look for cost-effective tools that grow with my needs because budget constraints shouldn’t limit campaign potential. So, if you’re starting small and plan to scale, selecting a social media tool that offers both free and upgrade options allows you to invest in more features as your campaign demands increase.

1. HubSpot’s Social Media Management Software

Price: Starts at $800/month, included in the Marketing Hub Professional tier

HubSpot’s Social Media Management Software is designed to simplify and unify your social media efforts. This tool allows you to publish different types of content across multiple networks directly from a central dashboard, which streamlines the entire process and makes it easier to maintain a consistent brand voice.

I also love how this tool helps you set up keyword monitoring so you never miss a mention or critical conversation about your brand. HubSpot also integrates all of your marketing with your CRM, so it‘s easy to figure out how many leads and customers you’re receiving directly from social media.

“HubSpot Marketing Hub … puts the potential of corporate marketing within everyone’s reach,” one customer says.

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Some standout features of HubSpot’s Social Media Management software include:

• AI social post generator: This helps you quickly draft and publish content directly to LinkedIn, Facebook, Instagram, and X (formerly Twitter).
• Automatic blog sharing: Connect your social accounts to your blog so that your content is shared automatically as it’s published.
• Optimal scheduling suggestions: Get recommendations on the best times to post, ensuring your content reaches your audience when they’re most active.
• Out-of-the-box social reports: Compare the performance of different platforms, campaigns, and publishing times with detailed, easy-to-understand reports.
• CRM integration: Seamlessly connect your social interactions to your CRM, so you can easily track customer journeys and report on social media ROI.

2. Hootsuite

Price: Starts at $99/month per user with a 30-day free trial

Hootsuite is a comprehensive social media management tool that brings all your social tasks together in one intuitive dashboard. This tool’s robustness astounds me in that it allows users to plan, create, schedule, and analyze social content for multiple platforms — whether it’s Facebook, Instagram, Threads, X (Twitter), LinkedIn, TikTok, Pinterest, or YouTube.

This allows you to engage with your audience across the board, which makes it easier to maintain a consistent and active presence no matter where your customers are.

I also love how smoothly Hootsuite integrates with over 200 marketing tools, including Canva, HubSpot, Shopify, Mailchimp, and Microsoft Dynamics. This interconnected ecosystem allows you to bring together your marketing, design, and analytics processes into a single workflow.

Hootsuite’s AI-powered tools further enhance your strategy by helping you post at the best times for your audience, create on-brand captions for each network, and even analyze your performance against top competitors — all of which contribute to smarter, more efficient social media management.

Pro tip: In our 2024 State of Social Media report, we found that 6 PM to 9 PM, along with 12 PM to 3 PM, are the best times to post across social channels.

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3. Sprout Social

Price: Starts at $199/month per seat with a 30-day free trial

Sprout Social is an all-in-one social media management platform designed to power your entire social media strategy. I appreciate how this tool bundles social management, customer care, and data intelligence tools into one cohesive package.

This integration means you can not only create and schedule posts with ease but also manage interactions and gain deep insights into your brand’s performance — all in one place. It’s a real asset for ensuring your social media efforts are both proactive and reactive to customer needs.

I also love Sprout Social’s ability to support every stage of the social marketing funnel. Whether you’re focused on content creation, post scheduling, or reviewing campaign performance, Sprout Social has powerful features to help you.

After every campaign, you can review your performance and make adjustments to your content strategy by using the social listening tool to get insights into your brand’s health and industry landscape.

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4. Statusbrew

Price: Starts at $69/month for two user seats with a 14-day free trial. For agencies, prices start at $49/month per client.

Statusbrew stands out as a top alternative to Sprout Social, offering a broad range of features that streamline social media management. I love its user-friendly navigation and robust tools for content creation, audience engagement, and analytics, which together help you build a strong brand presence across multiple networks.

For agencies and teams managing multiple clients, Statusbrew truly shines. I like how it allows you to create separate workspaces for each client or project, ensuring that data remains organized and compartmentalized.

This is further enhanced by internal tags and labels, which let you categorize posts, users, and engagements. So, if you’re juggling campaigns for different brands, you can easily filter and generate detailed analytics for each client without any data overlap or confusion.

Some other features of Statusbrew include shareable content calendars, sentiment analysis, and automated comment moderation.

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5. Planable

Price: Starts at $33/month per workspace with a free plan available

Planable is a comprehensive collaboration, approval, and social media management tool that allows you to craft social media posts, content briefs, emails, newsletters, or even blogs — all from a single platform.

This tool is designed to take the hassle out of content production by keeping everything organized and accessible, ensuring that every piece of content is ready for publication without unnecessary back-and-forth.

One of the standout features of Planable is its support for team collaboration. You can leave comments directly next to each draft, mention teammates, add internal notes, and assign custom roles and permissions to ensure the right people see the right content.

If you’re managing a campaign for multiple brands, you can easily switch between workspaces and use the intuitive drag-and-drop calendar to schedule posts, ensuring that each brand’s content is on track.

After your campaign goes live, Planable helps you measure success. You can analyze performance and create detailed reports to share across your organization, enabling you to pinpoint what worked and where adjustments are needed.

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6. Kicksta

Price: Starts at $39/month for individual creatives

Kicksta is an Instagram growth service that helps you get more organic followers on your Instagram business account. It operates in two ways:

• Growth pods network – Here, Kicksta’s AI will analyze your Instagram account, and based on the results, you will be added to several growth pods, which consist of different IG accounts. Then, you’ll be incentivized to participate in growth pod activity.
• Targeted growth – This method depends on a follow/unfollow automation, meaning that Kicksta’s software will follow an account, perform an interaction with it, wait for the follow back, and then after a few days, unfollow the particular account, leaving your following count low, and followers count high.

Kicksta is a great alternative to buying followers because it ensures that all the followers you get are real people who are genuinely interested in your niche, not bots or fake accounts.

“Kicksta helps introduce new audiences to our brand while providing consistent organic Instagram growth,” says Ryan Beltran, CEO of Original Grain. “It’s great for social proof too!”

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7. SocialBee

Price: Starts at $24.20 per month with a 14-day free trial

SocialBee is a robust social media management platform that streamlines every stage of your social media marketing efforts. With its range of features, including automation, visual creation, AI assistance, analytics, and inbox monitoring, SocialBee offers a complete solution for your social media needs.

For example, SocialBee’s AI tool, CoPilot, takes crucial information about your business (like its name, URL, tagline, services, tone, etc.) and uses it to:

• Determine the best social networks for you
• Categorize your social media posts for a more organized experience
• Generate a best time posting plan based on your chosen platform(s) and content categories, and
• Generate actual posts that will resonate with your target audience.

This platform also integrates with popular design tools like Canva, Unsplash, and Giphy, allowing you to access a wealth of visual resources directly within SocialBee.

And after your posts have been published automatically across all your social profiles, you can analyze the performance of your content from the Analytics dashboard and monitor your inbox for messages, comments, and mentions.

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8. Visme

Price: Free, or starts at $12.25/month

Visme is an all-in-one design tool that allows you to create, curate, schedule, and publish your social media content, all within the app. It offers a 360-degree approach to social media management by providing a user-friendly interface, access to thousands of customizable social media templates and millions of design assets, a brand kit, AI-powered tools to streamline your content creation process and provide engaging visuals and captions.

Visme also comes with a built-in calendar so you can get a bird’s-eye view to plan and track your social media process. When you’re ready, publish directly to platforms like Facebook, Instagram, X, LinkedIn, TikTok, Pinterest, and YouTube.

Visme also integrates with platforms like Hubspot, MailChimp, Salesforce, and more so your team can work in sync when launching major marketing campaigns.

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9. Adobe LightRoom

Price: Starts at $11.99/month

Adobe Lightroom is a photo editing and organization tool that allows you to create stunning visuals with ease. With a robust set of editing features — from sliders and filters to advanced color adjustments and cropping tools — this tool ensures that your images are always vibrant, on-brand, and tailored to your business’s aesthetic.

Beyond basic editing, Lightroom offers a range of creative presets and customizable options that can streamline your workflow and reinforce your brand identity. So, you can develop a signature look by applying a consistent filter to a series of images, which helps maintain a cohesive visual story across your social media channels.

I also love LightRoom’s seamless cross-device synchronization. Changes you make on your desktop are instantly available on your mobile device, which means you can edit on the go and maintain consistency across all your visual content.

Furthermore, LightRoom integrates with other Adobe products, like PhotoShop, Illustrator, and InDesign. So, if you’re an avid Adobe user, you’ll have fun with LightRoom.

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10. Canva

Price: Free, or starts at $10/month (billed $120/year for one person)

Canva is a user-friendly graphic design platform that makes creating custom, on-brand visuals for your social media accounts a breeze. I’ve used Canva for three years now and some of my favorite features are:

• Its intuitive drag-and-drop interface that allows you to design everything from Facebook posts and Instagram stories to presentations and infographics without needing advanced design skills.
• Its extensive library of fonts, images, icons, and illustrations that allow you to create visually appealing content tailored to your audience.
• The thousands of stunning templates across different topics and color palettes. I often find it intimidating to start designing from scratch, so the templates give me a foundation I can customize to match the brand’s style.

Canva also supports collaboration, so you can work with team members to refine designs and share feedback in real time — making it perfect for busy teams and agencies alike.

One user said, “Canva has been a lifesaver to me and my business. No more hours sitting in front of the computer coming up with graphics for social media post(s) or Pinterest post(s).”

Check out our video that dives into how Canva built its product into the awesome creative tool it is today:

11. Buffer

Price: Free, starts at $5/month

Buffer is a simple yet powerful toolkit that helps you create, schedule, and analyze content across all the popular social media channels. I love its clean, user-friendly interface that makes managing your social media presence straightforward — even if you’re new to the game.

This platform combines content scheduling, in-depth analytics, and audience engagement tools. So, you can plan your posts ahead of time, which ensures that your content is published at the optimal times for maximum reach. The analytics allow you to track performance metrics so you can refine your strategy based on what resonates with your audience.

You can also triage and respond to people’s comments on your Facebook and Instagram posts from a single dashboard. Buffer offers smart alerts using machine learning that notify you immediately if a post has questions, negative sentiment, or comments about a purchase.

Buffer also offers several free social media tools including:

• A link-in bio tool to help you create a customized landing page for your social profiles
• An image editor for customizing visuals so your posts remain on-brand
• AI-powered tools to help you generate social media post ideas, polish captions, and repurpose content for different channels.

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12. Movavi Video Editor

Price: Starts at $19.95/month, with 7-day free trial

Movavi Video Editor is an easily navigable video editing software that helps you create stunning videos for social media — whether it’s showcasing products, riding the latest TikTok trend, or curating engaging Instagram content.

This platform has a wide range of creative features, including smooth transitions, dynamic titles, eye-catching filters, and creative special effects that can transform ordinary clips into captivating videos. You can also add music, voiceovers, and various audio effects to ensure that your video not only looks great but also delivers an audio experience that catches (and holds) your audience’s attention.

This company understands that video editing can be complex, so it provides a rich library of video tutorials and step-by-step guides. Whether you’re a beginner or have some experience, these resources help you get started quickly and explore different techniques at your own pace.

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13. Unfold

Price: Free, starts at $12.99/month

Described as “a toolkit for storytellers,” Unfold is a versatile app available on both iOS and Android that empowers you to create Instagram stories. Some standout features of Unfold include:

• Its template library that helps you create beautiful social media content
• Its editing suite that allows you to edit photos and videos with an array of filters and effects
• Its bio site feature that allows you to build a customized bio site, perfect for linking your most important content or promotions, so your audience can easily explore more of what you have to offer
• A brand kit where you can store your assets, including your brand colors, fonts, logos, and stickers.

Unfold is the ideal app for lifestyle brands who want to create stylish collages to keep their social media accounts on-brand and receive the maximum amount of engagement from followers.

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14. HypeAuditor

Price: Free plan available. Paid plans start at $2999/year

HypeAuditor is an influencer marketing platform that helps you find authentic influencers across several social platforms and industries.

This platform has an influencer database containing 205.6M+ accounts across Instagram, YouTube, TikTok, Twitter, and Twitch. All you have to do is apply filters like keywords, follower count range, audience location, interests, and age to find the perfect influencer for your brand.

This platform also allows you to peruse accounts that already mention your brand or products, so you can spot potential brand ambassadors. You can also track mentions of other brands to know how well you compare to them.

Once you’ve found some influencers you’d like to work with, HypeAuditor allows you to reach out to them quickly and easily — I’m talking dozens of personalized emails in minutes. It also simplifies the negotiation process and helps you track and monitor your influencer marketing campaigns once they’re live.

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15. Retouchup

Price: Starts at $0.15-0.25 per image

The website Retouchup provides an easy way to edit photos for social media, from basic color correction to more advanced Photoshop-like features such as adding or removing people from a photo. With Retouchup, you don‘t do the work yourself — instead, just submit a photo and the website’s experts will edit the photo for you within 24 hours.

“You’re making me look like an awesome photographer!” one user gushed. Retouchup can save you time during the editing stage, and make your images appear higher-quality and more compelling.

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16. Animoto

Price: Free, or starts at $9/month (billed annually).

Animoto is a powerful yet user-friendly online video maker that allows you to create professional-grade videos in just minutes — even if you have no prior editing experience.

All you need to do is upload images or clips, record your screen, add stock images, and use Animoto’s drag-and-drop tools to merge, resize, crop, and trim it to become a cohesive video. If you don’t want to start from scratch, you can use a pre-built storyboard template curated by either Animoto or HubSpot.

To make your videos more bubbly, you can overlay music, text, animations, graphics, and effects. You can also add transitions and create collages to make your videos look unique.

Animoto also allows you to turn any of your videos into a reusable template. All your design elements, music, media, and text will auto-populate so you can quickly roll out on-brand videos. When you’re done, you can export your videos to your HubSpot file manager with one click and manage them from there.

Animoto also integrates with Getty Images, Facebook, YouTube, Twitter, and LinkedIn, so you can have video tools for a good portion of social media platforms all in one place.

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1. Brandwatch

Price: Reach out to Brandwatch for a custom quote

Brandwatch is a powerful digital consumer intelligence platform that allows you to monitor, analyze, and act on the wealth of data generated by online conversations. It helps you tap into real-time insights from social media, blogs, forums, and news sites, so you can understand your audience’s sentiments, track trends, and gauge overall brand health.

The platform comes packed with advanced features such as customizable dashboards, in-depth sentiment analysis, and AI-powered insights that simplify complex data into actionable strategies. It also offers real-time alerts, competitor tracking, and detailed reporting tools that allow you to stay ahead of the curve and effectively manage your brand’s online reputation.

Brandwatch integrates with HubSpot to help you provide efficient social customer service. When you sync customers’ tickets and social media profiles to HubSpot, you will get a more complete overview of your customers and make sure every customer interaction is handled with care, speed, and accuracy.

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2. Quuu

Price: Starts at $19.79/month with 7-day free trial

Quuu is an intelligent content curation platform designed to help you discover hand-picked content suggestions for your social media feeds. By providing a steady stream of pre-vetted articles, blog posts, and visual content, Quuu takes the guesswork out of content curation.

It’s particularly useful for marketers and social media managers who want to keep their channels active and engaging without spending hours searching for high-quality content. The platform’s curated suggestions are tailored to your chosen topics, ensuring that every piece of content resonates with your audience.

In addition to content discovery, Quuu also has an AI social media scheduler that allows you to easily plan and post curated content alongside your original material. The scheduler also recommends content adjustments and improvements tailored to your audience’s preferences and past engagement trends.

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If you‘re a HubSpot customer, you can integrate the two platforms. Quuu finds the best content for your social profiles, and HubSpot lets you control those suggestions. You can go to your draft folder via HubSpot and pick which content you want to upload if your Quuu account isn’t automated, which you can change.

Quuu looks for content so you don’t have to. The tool also integrates with Buffer, Hootsuite, and Socialbee.

3. Later

Price: Starts at $16.67/month, with 14-day free trial

Later is a visual-first social media scheduling platform that helps you plan, schedule, and analyze your posts across Instagram, Pinterest, Facebook, X, and TikTok. It offers a clean, drag-and-drop content calendar that lets you visually plan your social feed and ensure your posts align with your brand’s aesthetic.

With an intuitive interface designed for marketers and social media managers, Later simplifies the process of managing visual content and allows you to maintain a consistent posting schedule without the hassle of switching between different tools.

Later provides robust analytics that help you optimize your posting strategy by identifying the best times to post and tracking engagement metrics. It also offers useful features such as hashtag suggestions, user-generated content management, and a link-in-bio feature for Instagram that helps your posts become instantly shoppable.

“I love that you can either use it via the website or app on-the-go,” one user remarks. “It is one of those apps that I could not live without … Later is [a] super easy tool to set up.”

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4. Design Wizard

Price: Free, or starts at $9.99/month

Design Wizard is a versatile graphic design platform that empowers you to create professional visuals quickly and easily.

With its extensive library of customizable templates and a vast collection of stock images and illustrations, Design Wizard makes it simple to produce a variety of content — from social media graphics and marketing materials to presentations and invitations — without needing advanced design skills.

The platform stands out for its intuitive, user-friendly interface and robust customization features. You can easily tailor every element to match your brand’s identity, whether you’re adjusting colors, fonts, or layouts.

Design Wizard also offers several other design tools, including background remover, YouTube video maker, online video trimmer, ad maker, and storyboard designer.

Elevate your social media game with the right social media tools

Choosing the right social media tools is the key to streamlining your campaigns and boosting engagement. Whether you need robust scheduling, compelling visual content, or insightful analytics, the variety of tools we‘ve covered ensures that there’s a solution tailored to every aspect of your social media strategy.

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

Choosing your B2B marketing team structure hinges on two essential criteria: something that works for your needs now and something that will work in the future.

At the most basic level, you’re always looking for something road-worthy — something that can take you (and your passengers) from point A to point B without a hitch (flux capacitor optional, unless you’re going back in time, of course.).

When it comes to different types of B2B organizational structures, it’s important to consider which one serves your goals and allows you to reach your market.

Decisions to make include things like chain of command (long or short?), span of control (wide or narrow?), and centralization (centralized or decentralized decision-making?), among others.

Now, let’s break it down.

Table of Contents

• Organizational Structure, Defined
• Four Basic Elements of Organizational Structure
• Mechanistic vs. Organic Organizational Structures
• Types of Organizational Structure
• Organizational Structure Examples
• Organizational Structure: Things to Know

At a minimum, an org structure chart should include employees’ titles and basic relationships across teams.

To put it simply, an organizational structure is like a map that simply explains how your company works and how its roles are organized. Like me, you’ve probably worked in a variety of organizational structures.

You may know that different types of organizational structures can use functions, markets, products, geographies, or processes as their guide. They can also cater to businesses of specific sizes and industries.

What’s the point of an organizational structure? And, as a business leader, do you even need one?

Beyond aiding onboarding, if you need to pivot or shift your leadership, you can visualize how the workflows might change by adjusting your organizational structure diagrams.

Four Basic Elements of Organizational Structure

An organizational structure typically has four essential elements — and you can add more building blocks or components depending on your business needs.

I can’t stress this enough: make sure you include the following basic elements.

Chain of Command

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Your chain of command is how tasks are delegated and work is approved. An org structure allows you to define how many “rungs of the ladder” a particular department or business line should have.

In other words, who tells whom to do what? And how are issues, requests, and proposals communicated up and down that ladder?

Best for: Traditional businesses or hierarchical organizations that require clear authority lines and defined roles for decision-making and accountability.

Departmentation

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Departmentation is one of the most important elements of your organizational structure. It clusters your teams by similar roles and responsibilities and allows you to understand how each department connects to one another.

Best for: Companies that need specialization by function, product, process, or geography to streamline tasks and improve efficiency.

Span of Control

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Your span of control can represent two things: who falls under management and which tasks fall under a department’s responsibility.

Best for: Organizations that need to balance workloads. Having a defined span of control avoids double-work from your different teams and helps you identify gaps in your structure.

Centralization

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Centralization describes where decisions are ultimately made. Once you‘ve established your chain of command, you’ll need to consider which people and departments have a say in each decision.

A business can lean toward centralized, where final decisions are made by just one or two entities. They can also be decentralized, where final decisions are made within the team or department in charge of carrying out that decision.

Best for: Small to mid-sized businesses or organizations in highly regulated industries needing tight control over decisions.

Below, we‘ll explore how you can combine those components to form different types of organizational structures. We’ll also highlight the benefits and drawbacks of different structure types so you can evaluate which is the best option for your company, division, or team.

Let’s dive in.

Mechanistic vs. Organic Organizational Structures

Organizational structures fall on a spectrum, with “mechanistic” at one end and “organic” at the other.

Take a look at the diagram below.

As you’ll probably be able to tell, the mechanistic structure represents the traditional, top-down approach to organizational structure, whereas the organic structure represents a more collaborative, flexible approach.

Mechanistic Structure

Mechanistic structures, also called bureaucratic structures, are known for having narrow spans of control, as well as high centralization, specialization, and formalization. They’re also quite rigid in what specific departments are designed and permitted to do for the company.

This organizational structure is much more formal than an organic structure, using specific standards and practices to govern every decision the business makes. And while this model does hold staff more accountable for their work, it can become a hindrance to creativity and agility.

As daunting and inflexible as mechanistic structure sounds, the chain of command, whether long or short, is always clear under this model.

As a company grows, it needs to make sure everyone (and every team) knows what’s expected of them.

Teams collaborating with other teams as needed might help get a business off the ground in its early stages, but sustaining that growth — with more people and projects to keep track of — will eventually require some policymaking.

Best for: highly-regulated industries and those that handle significant life-or-death situations — hospitals, fire departments, accounting firms, etc.

Organic Structure

Organic structures (also known as “flat” structures) are known for their wide spans of control, decentralization, low specialization, and loose departmentalization.

This model might have multiple teams answering to one person and taking on projects based on their importance and what the team is capable of, rather than what the team is designed to do.

This organizational structure is much less formal than mechanistic, and takes a bit of an ad-hoc approach to business needs.

This can sometimes make the chain of command, whether long or short, difficult to decipher. As a result, leaders might give certain projects the green light more quickly, but cause confusion in a project’s division of labor.

That said, organic structure empowers employees to try new things and develop as professionals, making the organization’s workforce more powerful in the long run.

Best for: Startups that are navigating a fast-moving industry or simply trying to stabilize themselves after a rough quarter. I have more experience working in and with organic structures, where the organizations are flatter and team members have more leeway. While it’s not a realistic structure for every marketing agency or creative business, I find they often work well for creative teams.

Now, let’s uncover more specific types of organizational structures, most of which fall on the more traditional, mechanistic side of the spectrum.

There are several types of organizational structures commonly used by companies. I’m diving into 10 of the most popular below, most of which I’ve either worked in or with as clients.

1. Functional Organizational Structure

Best for: Companies with clearly defined job roles that benefit from specialization, especially in stable environments.

One of the most common types of organizational structures, the functional structure, departmentalizes an organization based on common job functions.

An organization with a functional org structure, for instance, would group all of the marketers together in one department, group all of the salespeople together in a separate department, and group all of the customer service people together in a third department.

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The functional structure allows for a high degree of specialization for employees and is easily scalable should the organization grow.

Also, this structure is mechanistic in nature, which has the potential to inhibit an employee‘s growth — putting staff in skill-based departments can still allow them to delve deep into their field and find out what they’re good at.

Disadvantages

• Functional structure has the potential to create barriers between different functions, and it can be inefficient if the organization has a variety of different products or target markets.
• The barriers created between departments can also limit peoples’ knowledge of and communication with other departments, especially those that depend on other departments to succeed.

Advantages

• Functional organization increases efficiency, provides stability, and boosts accountability.
• It also allows departments — with employees who share similar skills and knowledge — to focus on their specialized tasks within their respective fields.
• Because the roles and responsibilities of this organizational structure example rarely change, department employees can consistently work on similar assignments and hone their skills.

The fixed structure of a functional organization also operates through management. What I like about this type of organizational structure is that employees have a clear chain of command and know exactly who to go to and when.

It guides communication between the team and keeps the team accountable. On the flip side, I’ve found that there’s often a lot of bureaucracy in these organizations, and it can be like pushing a boulder uphill to make even small shifts or decisions.

2. Product-Based Divisional Structure

Best for: organizations with multiple products, and can help shorten product development cycles. This allows small businesses to go to market with new offerings fast.

A divisional organizational structure consists of multiple, smaller functional structures (i.e., each division within a divisional structure can have its own marketing team, sales team, and so on).

In this case, a product-based divisional structure, each division within the organization is dedicated to a particular product line.

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Disadvantages

• It can be difficult to scale under a product-based divisional structure.
• The organization could end up with duplicate resources as different divisions strive to develop new offerings.

Advantages

• Companies and their employees can experience the benefits of the product-based divisional structure.
• If one division performs poorly, this does not automatically translate across the organization.
• Because of their separation, divisions may flourish (or fail) concurrently. This system allows companies to mitigate risk.

I’ve found that this type of organizational structure is fantastic because it leads to deep expertise in each division.

However, there can be a lot of redundancy and a lack of brand cohesion with a variety of different marketing departments (likely other types of departments as well, but my experience falls under the marketing category).

3. Market-Based Divisional Structure

Best for: organizations that have products or services that are unique to specific market segments, and is particularly effective if that organization has advanced knowledge of those segments.

Another variety of the divisional organizational structure is the market-based structure, wherein the divisions of an organization are based around markets, industries, or customer types.

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This organizational structure also keeps the business constantly aware of demand changes among its different audience segments.

Disadvantages

• Too much autonomy within each market-based team can lead to divisions developing systems that are incompatible with one another.
• Divisions might also end up inadvertently duplicating activities that other divisions are already handling.

Advantages

• Because this organizational structure focuses on specific market segments, it provides each division with autonomy.
• The divisions work separately, which allows employees to work independently and enables them to focus on the needs of their particular industry.

One of the biggest challenges I’ve seen when working with companies using this type of information structure is that the left hand doesn’t always know what the right hand is doing — leading to miscommunication between different departments.

However, the bottlenecks tend to be much smaller than in a functional organizational structure.

4. Geographical Divisional Structure

Best for: organizations that need to be near sources of supply and/or customers (e.g. for deliveries or for on-site support). It also brings together many forms of business expertise, allowing each geographical division to make decisions from more diverse points of view.

The geographical organizational structure establishes its divisions based on — you guessed it — geography. More specifically, the divisions of a geographical structure can include territories, regions, or districts.

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Disadvantages

• It can be easy for decision-making to become decentralized, as geographic divisions (which can be hundreds, if not thousands of miles away from corporate headquarters) often have a great deal of autonomy.
• When you have more than one marketing department — one for each region — you run the risk of creating campaigns that compete with (and weaken) other divisions across your digital channels.

Advantages

• Geographical divisions allow companies the advantage of catering to a specific customer. Based on the differences in language, culture, and customs one would find across the world, companies cannot necessarily expect the same operations to work in different locations.
• Not only does it allow organizations to tailor their approach based on geography, but it allows the division to react quickly and efficiently to any geographical market changes.

Candidly, I have a lot of fun working with clients with this type of organizational structure. Each team has a distinct flavor and vibe based on the region, and while it can be challenging to bring them all together, I love the ability to tailor the market so specifically to geographic preferences.

5. Process-Based Structure

Best for: improving the speed and efficiency of a business, and is best-suited for those in rapidly changing industries, as it is easily adaptable.

Process-based organizational structures are designed around the end-to-end flow of different processes, such as “Research & Development,” “Customer Acquisition,” and “Order Fulfillment.”

Unlike a strictly functional structure, a process-based structure considers not only the activities employees perform but also how those different activities interact with one another.

To fully understand the diagram below, you need to look at it from left to right: The customer acquisition process can‘t start until you have a fully developed product to sell. By the same token, the order fulfillment process can’t start until customers have been acquired and there are product orders to fill.

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Disadvantages

• Similar to a few other structures on this list, process-based structures can erect barriers between the different process groups.
• It may lead to problems communicating and handing off work to other teams and employees.

Advantages

• As mentioned, one of the most significant benefits of the process-based structure is that it increases efficiency and speed. If Department B cannot start its processes until Department A finishes, this compels Department A to work promptly and proficiently.
• This organizational model also promotes intradepartmental (within the department) and interdepartmental (across multiple departments) teamwork.

The biggest problem I’ve seen with this type of organizational structure is that they hit information and sales siloes. So, if this is a structure you use, it’s a good idea to make sure that each department can work well together.

For example, let’s say you have a sales department that focuses on new client acquisition, a department that focuses on installation and onboarding, and another that focuses on maintenance and client support.

I’ve worked with them to find ways to cross-sell and upsell between departments. That ensures that they use similar processes and the same CRM to ensure each is working with the same data for a streamlined and improved client experience. Failure to do so means that you could be leaving a lot on the table.

6. Matrix Structure

Best for: Organizations that want to provide both flexibility and more balanced decision-making (as there are two chains of command instead of just one).

Unlike the other structures we‘ve looked at so far, a matrix organizational structure doesn’t follow the traditional, hierarchical model.

Instead, all employees (represented by the green boxes) have dual reporting relationships. Typically, there is a functional reporting line (shown in blue) as well as a product-based reporting line (shown in yellow).

When looking at a matrix structure org chart, solid lines represent strong, direct-reporting relationships, whereas dotted lines indicate that the relationship is secondary or not as strong. In our example below, it’s clear that functional reporting takes precedence over product-based reporting.

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Having a single project overseen by more than one business line also creates opportunities for these business lines to share resources and communicate more openly with each other — things they might not otherwise be able to do regularly.

Disadvantages

• The primary pitfall of the matrix organizational structure? Complexity. The more layers of approval employees have to go through, the more confused they can be about who they’re supposed to answer to.
• This confusion can ultimately cause frustration over who has authority over which decisions and products — and who’s responsible for those decisions when things go wrong.

Advantages

• An advantage of a matrix structure is that it promotes collaboration and communication.
• This open line of communication ultimately allows businesses to share resources and allows employees to develop new skills from working with different departments.

I don’t have as much personal experience with this type of organizational structure, but I can see how it could work well for smaller organizations or companies that offer franchises or work with a variety of independently owned businesses (like dealerships).

7. Circular Structure

Best for: Collaborative, leadership-driven organizations where communication and shared vision flow outward from the center.

While it might appear drastically different from the other organizational structures highlighted in this section, the circular structure still relies on hierarchy, with higher-level employees occupying the inner rings of the circle and lower-level employees occupying the outer rings.

That being said, the leaders or executives in a circular organization aren‘t seen as sitting atop the organization, sending directives down the chain of command. Instead, they’re at the center of the organization, spreading their vision outward.

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From an ideological perspective, a circular structure is meant to promote communication and the free flow of information between different parts of the organization.

Whereas a traditional structure shows different departments or divisions as occupying individual, semi-autonomous branches, the circular structure depicts all divisions as being part of the same whole.

Disadvantages

• From a practical perspective, the circular structure can be confusing, especially for new employees.
• Unlike with a more traditional, top-down structure, a circular structure can make it difficult for employees to figure out who they report to and how they’re meant to fit into the organization.

Advantages

• Most examples of organizational structure have a top-down hierarchy. Alternatively, this type of structure follows an outward flow and contributes to information flowing freely across the business.
• Its benefits include keeping all employees aligned with the processes and goals of the company and encouraging employees to collaborate between departments.

Like the matrix structure, I have very little experience with a circular structure. While ideologically, I like the idea, it seems quite confusing from a business perspective, especially as the organization grows.

However, if your company is heavily focused on learning, growth, and mentorship, or is mission-driven, this could be an incredible structure that aids growth and communication.

8. Flat Structure

Best for: While I’m not sure how well it would work for a larger company, it’s fantastic for smaller, highly productive, or creative businesses.

A more traditional organizational structure might look more like a pyramid — with multiple tiers of supervisors, managers, and directors between staff and leadership. However, the flat structure limits the levels of management so all staff are only a few steps away from leadership.

It also might not always take the form of a pyramid, or any shape for that matter. As we mentioned earlier, it’s also a form of the “Organic Structure” we noted above.

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This structure is probably one of the most detailed. Employees can also often be more productive in an environment where there’s less hierarchy-related pressures. This structure might make staff feel like the managers they do have are more like equals or team members rather than intimidating superiors.

Disadvantages

• If there’s a time when teams in a flat organization disagree on something, such as a project, it can be hard to get aligned and back on track without executive decisions from a leader or manager.
• Because of how complicated the structure’s design is, it can be tricky to determine which manager an employee should go to if they need approval or an executive decision for something.
• If you do choose to have a flat organization, you should have a clearly marked tier of management or path that employers can refer to when they run into these scenarios.

Advantages

• The elimination of middle management employees defines the flat structure type. Its advantages are instantaneous. First, it reduces the expenses of the company.
• Second, it allows staff to build direct relationships with upper management.
• Lastly, it shortens the decision-making process.

I love flat structures — one of my first agency experiences was in an organization with a flat structure.

For less experienced team members, it’s easy to get advice and support and to develop mentor-mentee relationships with leadership, whether informal or formal. For more experienced team members, it’s rewarding to help emerging professionals grow.

9. Network Structure

Best for: Companies that don’t do everything under one roof, for example, a company might have an outside, instead of an inside sales team. This is a great way to show employees or stakeholders how outsourcing off-site processes works.

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A network structure is often created when one company works with another to share resources, or if your company has multiple locations with different functions and leadership.

You might also use this structure to explain your company workflows if much of your staffing or services is outsourced to freelancers or multiple other businesses.

The structure looks nearly the same as the Divisional Structure, shown above. However, instead of offices, it might list outsourced services or satellite locations outside of the office.

For example, if an employee needs help from a web developer for a blogging project and the company’s web developers are outsourced, they could look at this type of chart and know which office or person to contact outside of their own work location.

Disadvantages

• The shape of the chart can vary based on how many companies or locations you‘re working with. If it’s not kept simple and clear, there may be a lot of confusion if multiple offices or freelancers do similar things.
• If you do outsource or have multiple office locations, make sure your org chart clearly states where each specific role and job function lies so that someone can easily understand your basic company processes.

Advantages

• The outsourcing nature of the network structure provides companies with the advantages of lower costs, more focus, and increased flexibility.
• Outsourcing allows organizations to save money, as they don’t have to bear the expense of setting up a department for the same purpose.
• It also gives companies the flexibility to change their processes and the ability to focus on their core functions.

I’m seeing more companies that have a network organizational structure, especially with the push to remote work in the years following the pandemic.

Because these structures are more decentralized, they allow a greater degree of flexibility and autonomy, while still following core ideas. These are also great structures for franchises.

10. Team-Based Organizational Structure

Best for: When I’ve worked with this type of organizational structure for marketing agencies, I found it to be a great way to create deep expertise in specific industries or verticals.

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A team-based organizational structure is designed to give team members enough freedom and leeway to work towards the organization’s goals without significant bottlenecks.

And while team-based structures can look a lot like divisional or functional structures, the focus is on a self-managing group of largely autonomous employees.

Team-based organizations might use words like “Scrum teams” and focus on problem-solving, rapid iteration, and performance instead of a traditional hierarchy.

If your company is agile, has multiple priorities, or develops a variety of product types, a team-based structure could be a great fit because it gives your employees more ownership of the task(s) at hand.

Disadvantages

• If your company has used a traditional hierarchical structure, it may take some significant work to get leadership on board, since it’s a drastically different way of thinking about how work gets done.
• Because it changes the traditional career models and values cooperation, the path for promotions may not be as clear for your team.

Advantages

• Because the whole team is involved in the entire task or goal, there are very few information silos, and when one person gets overloaded, someone else can often step in to help.
• It focuses on a growth mindset , which helps people and companies progress.
• These teams are so self-reliant that they don’t need a lot of oversight.
• Team-based organizations are often highly productive and perform strongly.

As someone who likes to take action, test things, and then perfect them (or find a better solution), I love working with agile team-based organizational structures.

They make decisions quickly and focus on getting things done one step at a time.

They’re fantastic for tech companies, startups, and digital transformation experts. I’ve also found they can be great for marketing agencies, because the structure allows them to pivot rapidly with shifts in the market.

Organizational Structure Examples

Organizational structure can both refer to your company’s structure at large, or your individual teams. No matter what, you usually want to have a different structure for each department due to the distinct needs and functions of each one.

We’ll start with organizational structure examples for both companies, then delve into team-specific charts.

1. Company Organizational Structure Example: Matrix Type

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This matrix organizational structure example for an imaginary engineering company starts with the CEO at the helm.

However, instead of including a C-suite (such as a chief marketing officer, a chief finance officer, a chief technology officer, and so on), it includes vice presidents who then oversee individual contributors.

Each contributor works cross-collaboratively with members of other teams on a specific customer project. In my opinion, this type of organizational structure is a good example to follow if you run a small-to-medium company in a project-based or region-based firm.

Top tip: Where you have teams working cross-collaboratively, it’s essential to have a detailed report of what’s happened on customer accounts. In HubSpot’s Service Hub you can track customer accounts and interactions so all team members have account history in one easy-to-update place.

2. Marketing Organizational Structure Example: Functional Type

A marketing team’s organizational structure will vary depending on the size of the company. In this example, we see a functional structure type, where the teams are split based on job function.

Here, the marketing team is headed by a chief marketing officer (CMO), who oversees smaller departments divided into six functions: Social media, content, product, SEO, website, and acquisition.

Your marketing team, however, can also adopt a matrix organizational structure if you laterally divide your individual contributors and managers based on region, country, project, or another factor. While this isn’t my favorite option for marketing organizations, it can be highly effective as the company grows.

Top tip: Midsize marketing teams are likely creeping into multi-marketing channels, tools, strategies, and more, With HubSpot’s Marketing Hub you can measure and optimize your marketing in one place. Plus, the AI features make light work of marketing, so your team can scale leads and revenue faster.

3. Sales Organizational Structure Example: Functional Type

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In many sales organizations, organizational structures are deeply hierarchical, where a vice president of sales oversees a director of sales, and then the director of sales oversees a team of sales managers, and the sales managers oversee a team of sales representatives, and so on.

In this example of a sales organizational structure, roles are not as hierarchically structured and instead are divided based on function.

The VP of sales oversees a varied team, which includes a director of sales, a sales development manager, a director of revenue operations, a sales enablement manager, and an account enablement manager.

While these are each at different stages of their careers, they are all at the same level and are responsible for a specific function within the team.

Top tip: If you’ve got sales teams at different levels working together, then you can integrate AI tools to help with the decision-making process so senior members can be assured that junior team members are supported. HubSpot’s Sales Hub has AI-powered sales tools that help with lead scoring. Your sales teams will be made aware of triggers with suggested actions based on data.

4. Service Organizational Structure: Process-Oriented Structures

A service-oriented business may structure the company around the processes that deliver value to the customer.

This type of structure might suit an IT support company. At the top is the Chief Operations Officer (COO), who oversees the entire service delivery function. Beneath them, the organization is structured around key service processes rather than departments or job roles.

For example, there may be a Customer Onboarding lead who manages the process of welcoming and setting up new clients, a Service Delivery manager who oversees ongoing client support, and a Customer Retention specialist who works proactively to ensure client satisfaction and long-term engagement.

Top tip: You don’t need to remember every single process. Instead, you can use tools like HubSpot’s Operations Hub, where you can automate actions.

Organizational Structure: Things to Know

What is an organizational structure chart?

An organizational structure chart is a diagram that shows your departments, starting from C-Suite leaders to individual contributors, as well as your company’s order of command and decision-making flow.

Why is having an organizational structure important?

If your business had no organizational structure, it would be virtually impossible to onboard new team members, and likely lead to high staff turnover.

If I were coming into an organization without a functional organizational structure, I’d have questions arise about the systems and processes as well as things like:

• Who makes the decisions?
• How are employees held accountable?
• What are the company’s goals?

Organizational structure is necessary for running a successful business because it improves workflow and efficiency, promotes communication, identifies company needs, and aligns employees with company goals. It directly affects how your business operates daily.

When you establish a structure that works, the combined efforts of your employees, in conjunction with your systems and processes, allow your company to make better decisions for its future.

What is the best organizational structure?

First and foremost, there’s no such thing. I’ve shared some of the pros and cons of each, as well as my professional experiences. Suffice it to say, the best organizational structure varies from business to business and largely depends on your team size, company type, and product offerings.

Not sure what you need? A functional organizational structure (also named “traditional line organizational structure” or “hierarchical structure”) is an excellent place to start if you’re not sure which org structure is right for you.

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What are the four basic forms of organizational structure?

The four basic forms of organizational structure are:

• Functional.
• Divisional.
• Matrix.
• Flat.

Functional organizational structures divide your company teams based on job functions and responsibilities.

Divisional organizational structures group your teams based on products, markets, or regions, with smaller organizational structures for each division of your business.

Matrix organizational structures divide your company teams in a grid-based fashion, where every team has dual reporting relationships with the C-Suite and another team.

A flat organizational structure keeps hierarchy to a minimum by eliminating middle management and keeping individual contributors as close as possible to leadership.

How do businesses determine organizational structure?

Businesses determine organizational structure by taking stock of their current workforce and teams, then carefully aligning their company strategy, employee feedback, and leadership goals with a specific structure.

Some companies may have naturally fallen into a functional org structure, in which case it’s only a matter of creating an org diagram. Others may be in the process of creating one. Here are the steps to determine an org structure from scratch:

• Audit your organization’s teams and roles. First, it’s essential to understand which teams and roles already exist within your business. If your business is new, create a list of planned teams and hires.
• Draft a company strategy. Your org structure should support your strategy, not detract from it. If your strategy is to launch X new products in the market, then a product-based divisional structure might work well for you.
• Gather feedback from existing employees. Your existing employees are a gold mine of information when creating an organizational structure. Some employees might want to be closer to leadership; others might want advancement opportunities. For the first, a flat structure would fit, and for the second, a functional structure would be best.
• Gather feedback from other leaders. Just as employees’ voices matter, so, too, do leaders’ voices matter. Understand their key goals and the support they need to do their best work at your firm.
• Align your company strategy, employee feedback, and leadership feedback with an org structure. Take a look at organizational structure types and try to align them with the data and observations you’ve collected. Sometimes, the decision will be clear; other times, you’ll need to continue interviewing and gathering data to find the best structure for you.
• Create an org chart. Now that you’ve chosen the right org structure, it’s time to create a visual chart that shows your company’s chain of command, departmentation, span of control, and centralization at a minimum. Share this chart via email, and be sure to keep it in an easy place for all employees to access.

Navigating Organizational Structures

Organizational structures are central to a successful team. Employees can move comfortably, confidently, and efficiently when given a clear definition of their role within an organization.

Structure types will vary from business to business, so it’s important to remember that these structures are not one-size-fits-all all. Every type may not suit your organization, but chances are, one of them will.

Use this post to determine which organizational structure works for you, and then it’s time for the real work to begin … but it’s also where I’ve seen the most growth happen. Have fun!

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

In 2025, every marketing team needs a strong social media strategy to meet their customers where they’re at.

And every marketer should be considering AI to supercharge that strategy.

If you’re concerned that AI will ruin your social platforms and turn your content into a sea of sameness, think again: Our recent 2025 Social Media Trends report found that 72% of marketers say their social content created with AI performs better than content created without AI.

So now that we‘ve cleared that up, let’s explore the major benefits of AI for your social presence, plus how to incorporate AI into every aspect of your strategy, according to data from 1,100+ global social media marketers. Plus, keep reading for tips from HubSpot’s Social team.

Jump to: 

• Benefits of AI in Your Social Strategy
• AI Tools for Your Social Media Strategy
• How to Implement an AI Social Media Strategy

What’s the role of AI in social marketing strategy?

Maybe a better question is — what isn’t a good role for AI in your social strategy?

AI can help every aspect of your strategy — and every member of your social team — save time, create more content, repurpose existing content, and track which posts and videos resonate most with your audience.

And it‘s excellent at coming up with short, pithy captions when you’re stumped.

Here are a few other benefits:

Benefits of AI in Social Media Strategy

1. AI to Conduct Customer Research

AI has made it easier than ever for marketers to turn social media conversations into actionable insights.

For instance, if you’re hoping to better understand your audience, analyzing tweets is a strong place to start.

Tools like TweetDownload.net or PhantomBuster let you download tweets based on keywords, hashtags, or specific handles.

Once you’ve gathered the data, you can upload it to a generative AI tool and ask it to identify common themes, sentiment trends, or recurring customer pain points.

AI analysis can help you spot patterns faster — like what topics resonate best with your audience or how your brand is stacking against competitors’.

For more advanced use cases, social listening tools like Brandwatch or Talkwalker layer in AI to automate everything from trend detection to persona development.

The end goal? Less guesswork, more clarity — and a deeper understanding of what your customers actually want on social.

2. AI to Create Social Media Content

In our Social Media Trends survey, we asked 1,100+ social media marketers what social media content they use generative AI to make.

The top three responses included:

• Short-form videos (55%)
• Images (53%)
• Text posts (45%)

We’ll discuss specific tools you can use below, but you can leverage AI for any part of the creation process — from brainstorming post ideas, writing platform-specific copy, creating short-form video scripts, or helping generate visuals via AI image creation tools like Midjourney or AI video creation tools like HeyGen.

As HubSpot’s Social Media Senior Manager, Emily Kearns, told me, “AI has become an invaluable tool for content creation in the social space. It allows us to be more efficient and think through angles we might have otherwise missed. We use it at all stages of our process, from briefing to brainstorming and from execution to reviewing.”

Kearns adds, “AI allows us not only to create content more quickly and at a higher volume, but it also enables us to understand before we post how our copy might resonate with different audiences.”

There are also AI tools baked into most social platforms — like LinkedIn’s caption generating tool, which allows you to click “Rewrite with AI” to turn bland copy into more engaging content.

3. AI to Enhance Personalization

You know that feeling when a brand gets you… Like, really gets you?

AI makes that possible through targeted content that‘s tailored with a level of personalization you’d think was fortune-telling if the data didn’t paint a starker, more rational picture.

What do I mean?

Brands can engage more quickly with AI than ever before. In the early 2000s, a lot of brands spent millions of dollars to create social media listening rooms where they would hire social media managers to find and engage with any conversation happening online.

Thanks to AI, brands now have the ability to do this at scale with much fewer people all while still delivering quality engagement with the recipient.

4. AI for Analytics and Insights

Leveraging AI for analytics allows you to make sure your insights are accurate and actionable — and saves you hours of manual data entry, VLOOKUPs, or sifting through qualitative data like comments and reviews.

As Erin McCool, HubSpot’s Marketing Manager for Brand and Social Reporting, puts it: “AI has become a huge time-saver for the tedious parts of analysis. If I’m stuck on something like a Sheets formula, I can explain what I need in plain terms and find a solution fast… which gives me more time to focus on the actual insights.”

For instance, let’s say you want to better understand which branded content performs the best on LinkedIn.

To start, go to your LinkedIn Settings, select “Data Privacy”, then go to “Get a copy of your data” and check off “Articles”. From there, download the CSV.

Now you can upload the CSV to an AI chatbot of your choice and prompt it with a request like: “Analyze this file to show me which topics, post formats, and keywords get the most engagement (likes, comments, reshares). Also, give me recommendations on how to improve based on these trends.”

Without AI, these types of insights would typically take hours to understand.

Of course, there’s a caveat here — AI should be your starting point with data analysis, not your finish line. As McCool told me, “AI can spot trends quickly, but I always think of it as a first step, not the last step. It’s so important to get into the habit of validating any data points or trends AI surfaces, especially before relying on it for reporting or decision-making.”

5. AI for Improved Customer Experience

Want 24/7 support for your customers?

It’s now possible without human touch.

AI-powered chatbots are transforming how brands engage on Facebook and other Meta platforms, delivering instant, around-the-clock support through direct messaging.

By training these bots on your historical customer data and common queries, you can offer smarter, faster responses — anytime your customers need help. Think of it as a customer service team that never clocks out.

6. AI for Advertising on Social

The majority of ad networks have used some variation of AI to manage their bidding system for years.

Now, thanks to AI and its ability to be incorporated in more tools, brands are now able to use AI to create better and more interesting ad campaigns than ever before.

Brands can:

• Use AI to create images using tools like Midjourney and DALL-E
• Leverage AI to create better copy for their social media ads
• Use AI tools to support their bidding strategies

The power of AI and social media is continuing to evolve daily and it’s not exclusively found in the organic side of the coin. Paid media on social media is being shaken up by AI just as much.

AI Tools For Your Social Media Strategy

When asked which generative AI tools social media marketers are using to create social content, the top three responses were:

• Visual AI Tools (e.g. DALL-E, MidJourney, etc.) — 53%
• AI Chatbots (e.g. ChatGPT, Claude, etc.) — 51%
• AI Assistants (e.g. Microsoft Co-Pilot, Google Duet) — 49%

Let’s dive into some more specific tools you can use for your social strategy now.

1. HubSpot Social Post Generator

While it might look biased to put our own social tool at the top of this list, there‘s good reason for me to mention HubSpot’s new social post generator — something our own social team uses.

If you‘re a HubSpot customer, you’ll be happy to know that the social post generator is integrated directly into HubSpot’s Marketing platform, and allows users to draft and publish content directly to LinkedIn, Facebook, Instagram, and Twitter, while leveraging your CRM data. The integration allows you to better personalize your social posts for specific customer segments, allows for more accurate ROI tracking on those social posts, and increases opportunities for you to use social as a lead-generating platform.

Use Cases:

• Creates social posts directly from blog content with one click
• Generates posts based on custom prompts or by summarizing blog content
• Customizes messaging for different social platforms
• Suggests optimal posting times based on audience engagement patterns

Cost: Available in beta as part of Breeze; comes with your Marketing Hub account ($20/seat for starter; $890 for a Pro account with three seats)

What I like: What makes this tool so valuable is how seamlessly it integrates with your existing HubSpot workflow. If you’re already creating content in HubSpot, you can promote it across social channels with just a few clicks—no switching between platforms or copying and pasting required. The ability to generate customized versions for each platform saves tons of time while ensuring your content performs well wherever it’s posted.

2. Lately AI

Lately AI is a content automation platform that uses AI to analyze your best-performing content, and then repurposes that content (including blog posts, videos, podcasts, and more) into social media posts that matches your brand voice.

Use cases:

• Automatically generates social posts from long-form content
• Analyzes your best-performing content to create similar posts
• Personalizes content for different audience segments

Cost: Starting at $49/month for individuals; $199/month for pro version

What I like: Your marketing team is already creating tons of exceptional content in different formats — why not use it to spruce up your social strategy? Using Lately AI saves you hours of time manually creating social posts based on your latest blog post or podcast episode. Plus, the tool learns what performs best over time, so engagement will likely increase the more you use Lately AI.

3. Hootsuite OwlyWriter AI

OwlyWriter AI is Hootsuite‘s integrated content generation tool that helps social media managers create platform-specific content. The tool understands the unique requirements of each social network and generates optimized copy that matches both your goals and the platform’s best practices.

Use cases:

• Creates platform-specific post variations from a single prompt
• Optimizes content for different social networks
• Suggests hashtags and best posting times

Cost: Available on Hootsuite Professional plans ($99/month) and above

What I like: The integration with Hootsuite’s scheduling platform makes this a one-stop shop. I love how OwlyWriter understands the nuances between platforms — what works on LinkedIn can flop on Twitter, and this tool gets that!

4. Sprout Social’s AI Assistant

Sprout Social‘s AI Assistant is built directly into their comprehensive social media management platform, offering intelligent insights and content creation capabilities. The tool analyzes your historical performance data to provide strategic recommendations and generate content that aligns with what’s already working for your brand.

Use cases:

• Provides data-driven content recommendations
• Summarizes social performance metrics
• Suggests response templates for community management

Cost: Part of Sprout Social plans (starting at $249/month)

What I like: The AI doesn’t just create content — it helps you understand why your content performs the way it does. The insights go beyond basic metrics to give you actionable strategies for improvement.

5. ChatGPT Pro

ChatGPT Pro excels at natural language tasks, including social media content creation. With its ability to understand context, match tone, and generate creative ideas, it serves as a helpful writing partner for social media professionals handling multiple accounts and content types.

Use cases:

• Brainstorms creative campaign ideas
• Drafts social copy in different brand voices
• Creates customized response templates for customer service

Cost: $20/month for individual users

What I like: I can use it for everything from writer’s block to developing comprehensive campaign strategies. Plus, the Custom GPTs feature lets you create specialized assistants tailored to your social media voice, messaging, and goals.

6. Canva AI

Canva AI enhances the popular design platform with intelligent features specifically for social media content creation. From automatically generating design templates to creating custom visuals from text prompts, Canva AI streamlines the visual content production process while maintaining brand consistency.

Use cases:

• Generates social media templates and graphics
• Resizes content for different platforms automatically
• Creates animated posts and short-form video content

Cost: Free basic version; Pro plan at $12.99/month

What I like: Canva was already my go-to for social graphics, but their AI features have taken it to another level. The Magic Resize feature saves hours of work when adapting content across platforms, and the text-to-image generation helps visualize concepts instantly.

7. Brandwatch Consumer Intelligence AI

Brandwatch combines sophisticated AI with comprehensive social listening capabilities to help brands understand consumer sentiment and predict emerging trends. The platform analyzes millions of conversations across social platforms to identify opportunities for timely, relevant content that aligns with current audience interests.

Use cases:

• Identifies emerging trends in your industry
• Analyzes sentiment around your brand and competitors
• Predicts potential viral content opportunities

Cost: Custom enterprise pricing (typically $3,000+/month)

What I like: While definitely an investment, Brandwatch’s predictive capabilities are incredible for staying ahead of trends. The AI can spot patterns in consumer behavior before they become mainstream, giving you a first-mover advantage with your content strategy.

Remember, the best AI tools complement your creativity rather than replace it. I’ve found that using these tools for the data-heavy or repetitive aspects of social media management frees up time to focus on authentic community building and strategic thinking — the human elements that truly drive social media success.

How to Implement AI into Your Social Media Strategy

Ready to get started on your AI-powered social media revolution?

Don’t just click “Post” and hope for the best. Remember the importance of building a strategy first. So keep reading, roll up your sleeves, and follow this roadmap.

1. Identify your AI and social media goals.

If you’re just dipping your toes into the AI sea, start by defining clear objectives.

Is it to boost engagement? Streamline your content creation? Or simply understand your audience better? It’s important that you spend time understanding what you want to achieve.

For example, say you’re trying to increase your presence on LinkedIn. The specificity of this goal will help you understand the initiatives you want to achieve and determine which AI tools could help you make that happen.

Once you have identified your goals, it’s time to get your team on board and assess what tools are available in the market.

2. Don’t expect AI to fix all — and focus on strong prompts.

Assumptions are dangerous — especially when it comes to implementing new tech.

Don’t assume AI is going to fix all your problems.

Instead, start with small experiments and track their progress carefully.

Additionally, strong prompting is key.

As Kearns told me, “The key to getting a great output from AI for social content creation is crafting your prompts strategically. It’s critical to set the context, define the audience, outline channels, and give as much detail about your creative strategy and tone of voice as possible.”

3. Conduct persona and audience research.

Social media isn’t something that you can just jump into.

You need to understand your audience and ideal customers. AI can help with this, but you’ll need to be familiar with best practices. Not sure where to start? I’d suggest reading our Market Research blog post.

Once you understand the basics, consider ways in which AI can augment your approach.

4. Select the right social channels.

Not every social media channel is the same.

It’s important that you understand what channel is right for you and embrace it.

The way you use AI for X is going to be different from the way you use AI for Instagram. On X, you might use AI to help you develop a long-form thread filled with facts and figures. On Instagram however, you might use AI to repurpose a blog post into a light, fun carousel post.

The audiences are different.

The content formats are different.

So operate and create a plan accordingly.

5. Identify key metrics and KPIs.

What metrics are you trying to influence the most?

Spend time understanding the social media metrics that matter to your business and make sure they’re prioritized as you think about the ways in which you use AI.

These are a few that matter most:

• Reach: Post reach signifies the count of unique users who viewed your post. How much of your content truly makes its way to users’ feeds?
• Clicks: This refers to the number of clicks on your content or account. Monitoring clicks per campaign is crucial for grasping what sparks curiosity or motivates people to make a purchase.
• Engagement: The total social interactions divided by the number of impressions. This metric reveals how effectively your audience perceives you and their readiness to engage.

Of course, it’s going to depend greatly on your business.

But with this information, you can ensure that your AI social media strategy is rooted in goals.

6. Evaluate and refine your social media and AI strategy.

AI isn’t a magic wand; it’s a set of complex tools and technology.

You need to be willing to pivot as things come to fruition.

If you notice that a certain activity is falling flat, consider how AI can support that process.

Did you notice that your engagement isn’t where you want it to be? Consider using an AI tool to assist with crafting more engaging social media posts.

Make AI Work for You — Now and in the Future

AI has the power to revolutionize your social media strategy in ways you may have never thought possible. With its ability to conduct customer research, create personalized content, and so much more, thinking about the future of social media is fascinating.

We’re going through one of the most interesting times in history.

Stay equipped to ride the wave of AI and ensure that you’re embracing the best practices to get the most out of the technology.

Editor’s note: This post was originally published in April 2024 and has been updated for comprehensiveness.

I can’t imagine any company today experiencing substantial growth without proper social media advertising.

Advertising is how businesses promote themselves and what they sell to their audience members. With billions of people on social media, it’s clear why businesses choose to advertise and promote themselves through this medium.

Social media advertising is a powerful marketing tactic that can drive leads, boost revenue, increase brand awareness, and more. In this guide, we‘ll discuss why it’s so effective, explain how to create a strategy for your business, and provide inspiration to help you get started.

Table of Contents

• How effective is social media advertising?
• How to Create a Social Media Ad
• How to Run a Social Media Ad: Examples

How effective is social media advertising?

Did you know that Facebook is the most used social network worldwide, with over 3 billion monthly active users? Or that there are over 2 billion monthly active Instagram users?

And did you know 83% of marketers report that social media has increased business exposure?

These are just some of the many stats related to social media advertising that prove its impact and importance among all types of businesses.

In addition to stats supporting the effectiveness and impressive reach of social media advertising, this marketing tactic allows you to nurture your leads in real time. You can directly communicate and engage with your followers and audience on the platform to nurture and build relationships with them.

The cherry on top? Social media advertising is more cost-effective than traditional advertising. With social media ads, you can easily set a budget and add to or remove from that set amount within your social platform.

Now that you understand the power of social media ads, let’s discuss the steps involved in advertising your business on social media.

And, if you need some extra assistance afterward, I suggest looking into HubSpot’s AI-powered Campaign Assistant, which can scale your campaign and generate high-quality copy to help your social media ads stand out.

How to Create a Social Media Ad

Here are the major steps for how to run social media ads.

Pro tip: Use CRM and web analytics data to inform your ad campaigns and discover which ads convert the most visitors into customers.

1. Think about your budget.

One of the most daunting aspects of social media advertising is determining your budget. That’s because there are so many unique and flexible options for running social media ads.

For example, if you want to run a social campaign on Facebook with the Facebook Ad Campaign tool, start by setting a budget.

Then, Facebook will run your campaign for you and spend your budget as evenly as possible throughout your selected period (or until your budget has been completely used). You can then leave your Facebook ad campaign as is or add more money to your budget to continue.

Align your marketing objectives with your social media advertising strategy to help you plan your budget. Consider the amount you’re comfortable with taking out of the larger marketing strategy to put towards your social ads.

Pro tip: Use one of these paid advertising budget templates to map out your costs before you launch your ads.

2. Choose which type of social media advertisement you’ll run.

The landscape of paid social advertising is constantly changing; new technologies, channels, formats, and trends emerge daily.

That means there’s no one-size-fits-all answer to which social media channels you should advertise on. Ultimately, testing different channels is the best way to determine what works best for your business and audience as you figure out how to run social media ads.

Here are some of the most common types of social media platforms you can advertise through and which demographic of people you’ll want to target through each:

Facebook

About 68% of adults use Facebook. Although 25-34-year-olds make up the most significant number of users on the platform, Facebook still has the widest age range of active users of any other platform.

Since Facebook ads allow you to reach audience members who haven’t liked your page, you can see why the platform is so popular to advertise through — you get the largest population of audience members compared to other platforms by a landslide.

Instagram

Instagram is ideal for targeting younger generations. Nearly a third of 18-24-year-olds and 25-29-year-olds globally use the platform, while only 8% of people over 65 are on it.

X (formerly Twitter)

X is a good option for targeting young to middle-aged adults with your social media ads. That’s because 37% of adults in the U.S.

LinkedIn

It’s no secret that LinkedIn is a professional network, meaning you‘ll likely want to stick with more formal, business, and career-related advertisements on the platform. This also means the demographic on LinkedIn you’ll want to target includes current or soon-to-be workforce members.

LinkedIn has over 1.2 billion members, and 47% of LinkedIn users are between ages 25 and 34.

Snapchat

Snapchat is a platform you‘ll want to advertise through if you’re looking to target a young crowd. The platform has around 453 million daily active users. In over 20 countries, Snapchat reaches 75% of the 13-24-year-old population.

3. Make your ad relevant.

Your ads should be relevant to your target audience and customers. There are a few ways to ensure this.

• Use your buyer personas to target the interests and needs of your audience and customers.
• Conduct customer feedback surveys and focus groups to fulfill the needs of your target audience even when they aren’t actively searching for a solution.
• Search engine optimize (SEO) your social content so it’s more likely to organically appear when specific keywords and phrases are being searched (and use image alt text when you can)

Pro tip: Download free templates to organize your audience segments into buyer personas easily.

4. Design a beautiful, eye-catching ad.

On social media, it seems as though there’s a never-ending amount of new visual content. So, how do you make your social media ads stand out?

Your ads must be engaging, beautifully designed, and eye-catching. They should make someone scrolling through their feed stop in their tracks and want to take a closer look at your content.

You also want your ad to look on-brand so your audience members can easily associate the ad with your business. (This will help you continue to build brand recognition, too.)

Here are some of the elements you’ll want to think about when designing an effective social media ad that grabs the attention of your target audience:

• Images
• Videos
• Font
• Colors
• Written content and messaging
• CTA buttons

5. Write copy that converts.

Every word and character you include in your advertisements counts. This is especially true of social media ads with word count and text limitations.

So, to ensure your copy converts all while being straightforward, direct, and short, you should:

• Be compelling
• Communicate your value proposition clearly
• Be actionable

Once you‘ve created your social media ad, you’ll want to ensure its success among your audience members—here’s how to measure its success.

6. Measure your ad’s success.

Social media advertising comes with many metrics you should monitor to determine the success of your work. When doing this, you must focus on the social media metrics that matter most to your campaigns and business.

To help get you started, here are three of the most commonly-monitored metrics related to social media advertising you might consider keeping a close eye on:

Click-Through Rate (CTR)

CTR is the number of clicks your ad has received divided by the number of impressions it received (clicks/ impressions). This metric indicates the relevance of your content to your audience and the quality of that traffic.

Cost Per Conversion (CPC)

Every campaign should have one core conversion goal (signups, app installs, downloads, visits to blog posts). To calculate CPC, divide the amount of money you have spent by the number of conversions that resulted. This gives you insight into whether your ads are profitable and helps you project your future ad spending.

Conversion Rate

The conversion rate of the number of visits to your landing page that result from your social media ads provides a good idea of the quality of the clicks you’re receiving as well as the performance of your landing page. You can also benchmark your social ad traffic against the traffic conversion rate from other sources.

And if you’re still unsure how to create paid media ads after all these tips, no worries! You can always download our free paid media template to get started.

How to Run a Social Media Ad: Examples

Now let’s review some examples of successful social media ads for a little inspiration.

1. Dollar Shave Club Facebook Ad

Dollar Shave Club is a company that values minimalism, efficiency, and ease, which is why this Facebook ad is straightforward and simplistic, making it on-brand. The images provide a clear look into what customers can expect from a membership and their products.

Pro Tip: Facebook is an ideal platform for sharing a generic ad like this one because of the wide pool of active people on the platform. After all, most adults — both male and female — shave and are therefore part of their target audience.

2. Dick’s Sporting Goods Instagram Ad

Dick’s Sporting Goods’ Instagram ad is promoting a pair of Adidas sneakers. The ad includes photos of the shoes and athletes wearing them before, after, and during the workouts.

The ad is well-planned because it doesn’t feel like an ad — the visually-pleasing post looks like one that a friend of yours would post on the platform. In other words, this ad doesn’t feel like a disruptive ad, yet it still grabs your attention.

3. Pokerist’s X Ad

Pokerist‘s ad on X is excellent because it mentions consumers’ shared dislikes about mobile games—constant notifications and in-app purchases. I can‘t tell you how many times I’ve become frustrated with a mobile game that promises to be free but actually pushes me to make a purchase to have the best experience.

In short, plain sentences, Pokerist advertises that users will not have those same problems. Instead, they’ll play “Just. Good. Old. Poker.”

The ad also includes a short video of a digital avatar playing poker and a call-to-action saying “Play now’ in the corner of the screen.

Pro Tip: Your audience is likely already inundated with countless ads daily, and a good way for yours to stand out would be to highlight a common frustration they face with other products or services in your niche.

4. Workhuman LinkedIn Ad

Workhuman, a human resources company, advertises its business on LinkedIn. Due to its professional nature and networking capabilities, LinkedIn is ideal for an HR firm to advertise its services, job openings, and more.

The company created a sponsored ad on LinkedIn to promote their marketing job openings. The easy-to-understand ad caption, image, and CTA don’t feel disruptive or out of place on the professional network. And considering the frequency with which people log onto LinkedIn to identify job opportunities, it’s an ideal location for this type of advertisement.

Pro Tip: Make sure your ad is interesting, engaging, and paints a clear, enticing picture of what consumers can expect. However, like this LinkedIn ad, avoid being too disruptive and out of place to the point that your audience is too jarred to click.

I suggest scrolling through your chosen platform to understand its audience’s vibe and feel.

5. Hopper Snapchat Ad

Hopper has a Snapchat ad that appears when users look through their newsfeeds. The ad is a multi-part Snapchat video that includes a woman describing how the airline flight price checking and booking site works.

She speaks directly to the camera on her phone in a conversational tone that makes it feel like you’re simply watching one of your friends’ Snapchat videos.

At the end of her casual Snap video, there is a CTA that provides users with the opportunity to head to the Hopper website or continue working their way through their newsfeed, disruption-free.

Get Started With Social Media Advertising

The paid social advertising landscape is always evolving, to be a superstar paid marketer, you need to be reactive to new channels, tactics, and formats on an ongoing basis. Start by planning your strategy to create your next social media ad.

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

Personalized experiences are becoming increasingly important to customers — and marketers are listening. Just look at Imañya James, a product and marketing specialist for the widely regarded skincare brand Topicals.

She’s appeared in many of the brand’s campaigns herself, demonstrating first-hand how products work, sharing recommendations, progression photos, and usage tips.

I’m increasingly impressed by how Topicals creates these kinds of opportunities for customers to feel catered to, seen, and understood. Recent case in point: The brand quickly addressed feedback about the scent of its Faded serum.

If you’re just getting started with your digital marketing strategy — or just want to learn more about how to start a personalization strategy — you’re in the right place.

Table of Contents

• What is personalization in marketing?
• What are the benefits of personalized marketing?
• Brands With Great Personalization Strategies
• Expert Tips for Personalized Marketing

What is personalization in marketing?

Are you one of the millions of users who download and post your Spotify Unwrapped every year? That right there is personalized marketing — a strategy that entails custom and individualized curations of messages, content, products, or experiences for customers.

In a Boston Consulting Group (BCG) survey of 5,000 global consumers, more than 80% of respondents say they both want and expect personalized experiences.

Some common examples of personalized marketing include:

• Exclusive email campaigns.
• Customer loyalty programs.
• Birthday gifts.
• Names in email subject lines and email content.
• Location-based push notifications.
• Welcome back messages on a website homepage.
• Cart abandonment notifications.
• Product recommendations based on purchase and/or search history.
• Customer loyalty programs.

Often, brands base these decisions on data like behavior, location, interests, and demographics.

“A lot of times personalization refers to just one thing, like email content,” says Vivien Tse, a freelance marketing specialist. “But I think personalization should be done at scale. Everything should be personalized.”

What are the benefits of personalized marketing?

1. Sales Conversions and Customer Loyalty

Integrating personalized marketing will undoubtedly increase sales conversions. Of consumers, 96% say they’re likely to make a purchase when brands send personalized messages.

Why? Customers like it when a brand recognizes who they are and what they like — and feeds them more based on their past purchasing history.

2. Organic Engagement and Community Building

I’m a big fan of brands that make me feel like I’m part of something and have a say in its growth. Turns out, most consumers echo my sentiment.

According to Attentive’s report, it’s younger generations of shoppers who are most interested in being part of a brand’s community. Gen Z is more likely to engage with event invitations, brand values, and behind-the-scenes content compared to other generations. Millennials are more inclined to engage with product care and styling tips, brand initiative updates, and opportunities to share feedback.

3. Data Utilization

Data goes hand-in-hand with personalized marketing. In fact, 99.6% of consumers are willing to share some form of personal data in exchange for tailored experiences. That’s a huge opportunity — if you’re doing it right.

Every touchpoint of your marketing should be collecting useful, actionable data. That data powers even smarter, more relevant ways to reach and resonate with your customers.

Brands With Great Personalization Strategies

1. Topicals

Joining the Topicals community means receiving tailored content, like early access to product launches and exclusive event invitations — a few examples of how Topicals is leading the charge with personalized marketing while fostering an organic community around a shared love for skincare. ​

Topicals also has a TYB (Try Your Best) program that educates, rewards, and engages with its community, known as the “Spottie Sphere.” There’s various tiers within the universe — “Spottie Hottie” for enthusiasts, “Insider” for content creators, and “Expert” for licensed skin care professionals.

Another key example of Topicals’ success with personalized marketing lies in the buzz around one of its cult products, the Faded Under Eye Masks. Thanks to smart campaigning, customers are empowered to share themselves sporting their masks on the go.

“Topicals has really made skincare wearable in public,” says James. It’s a brilliant strategy that’s made users feel like they’re part of a movement.

Why I think it works: Topicals not only has its finger on the pulse of what’s driving beauty culture right now, it’s also building a successful brand around an ethos that pushes skin representation, genuine IRL moments (yes, I’m referring to that iconic Ghana influencer trip), and productive discourse that informs product improvements.

Source

2. HelloFresh

When a customer first signs up, HelloFresh asks them for key information including their dietary preferences, household size, and cooking skill level to shape customized meal plans and a fully personalized app dashboard.

You’re also likely to receive occasional recommended meals based on your past selections, plus special promotions and add-ons.

Why I think it works: HelloFresh isn’t setting unrealistic kitchen standards or serving a one-size-fits-all model. The brand refines its marketing to fit the needs of individual customers looking for a cooking plan that suits their needs.

Source

3. The Lip Bar

With The Lip Bar’s virtual try-on technology, customers can see how lip and complexion products look on their own faces before making a purchasing decision. TLB also has a “Complexion Quiz” that guides customers to their perfect foundation match.

Source

Why I think it works: The Lip Bar takes the guesswork out of the beauty-buying experience, even for virtual shoppers. “Products deliberately designed for your complexion” is the goal — and it’s clear across the brand’s messaging and services.

If you’re looking for more brand inspiration, check out some more brands that take personalized experiences to the next level.

Expert Tips for Personalized Marketing

1. Know your customer — but also your stuff.

Seventy-one percent of consumers are frustrated by irrelevant messages. Making sure you’re giving customers the content that resonates — and doesn’t make them feel like they’re just part of some generic mailing list — is crucial.

Equally as important, emphasizes James, is to know the products you’re pushing out like the back of your hand and actually be passionate about them.

“It‘s very important to me that I know exactly what the product does, how it works, how it functions,” says James. “It’s about authenticity. People can tell when you don’t like something. People can also tell when you’re just trying to sell it.”

Pro tip: Things like website personalization and ad retargeting can play a big role here, helping to foster that unique experience for customers. And if you’re working with HubSpot’s CRM and/or Content Hub for your marketing, there are a lot of tools to help here, including content personalization features.

2. Make the customer feel special.

Custom offerings like referring to customers by their first name and sending out special birthday gifts go a long way.

Across her clients, Tse implements a ton of A/B testing for email subject lines. One strategy she says almost always lands is the “reciprocity” approach — when you offer value (a gift, a discount, etc.) to customers without asking for anything in return.

“It’s psychology,” says Tse. “Here’s an offer for you, or here’s a gift for you. And because I gave you something, you want to give me back something.”

3. Don’t be creepy.

There’s a fine line between supporting and stalking.

“Don’t be creepy,” says Tse. The results can be detrimental: According to BCG’s findings, two-thirds of customers say that they have recently had at least one personalized experience with a brand that was inaccurate or invasive, often leading them to unsubscribe or disengage.

4. Don’t forget to entertain.

More often than not, people are looking for experiences that simply make them smile.

“Everyone likes to laugh, everyone likes to enjoy things, and I find that there‘s so much seriousness going on in the world that it’s very important to just take the time to make people have fun with you,” says James.

Humanizing the Shopping Experience

Above all, personalized marketing is all about humanizing the shopping experience. How would you want to be spoken to? At the end of the day, people want to feel like they’re not only buying a product but also joining a community that they feel a part of.

Take Mother’s Day, for example. Brands like BÉIS are acknowledging the range of emotions around the holiday, allowing customers to opt out of related marketing. Giving your customers a voice is vital.

Bottom line: Put yourself in the shoes of your customers. It goes a long way.

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

When I first started in marketing, the term “lead generation” felt like this big, vague thing everyone was obsessed with, but no one could explain clearly. I’d hear phrases like “capture demand” and “fill your funnel,” and I’d nod along pretending to understand while secretly Googling things like “what is a lead magnet?” during team meetings.

Over the years, I’ve tested dozens of tools, chased shiny objects, and finally found a few that made a real difference. That’s why I’m excited to break down these lead generation tools and platforms — no jargon, no fluff — just real tools that actually help bring leads in the door (and keep your sales team from sending passive-aggressive Slack messages).

Table of Contents

• What is lead generation?
• Why is lead generation important?
• What is a lead generation platform?
• The 23 Best Online Lead Generation Tools

Want a full breakdown? I’d recommend starting with this beginner’s guide to lead generation. Then, grab our free lead gen starter guide to help with launching and sustaining effective lead generation efforts.

Why is lead generation important?

Without leads, your business is just a really expensive hobby.

No leads = no pipeline = no revenue.

But there’s more to it. Lead generation is foundational not just for growth, but for scalable and predictable growth. Let’s break down three key benefits:

1. Revenue growth that compounds over time.

Companies that have a solid lead generation engine see massive payoffs. In fact, B2B companies with mature lead gen processes generate 133% more revenue than average performers.

When you consistently fill your pipeline with qualified prospects, it feeds every part of your sales funnel — and ultimately drives long-term profitability.

2. Smarter marketing spend with clear ROI.

Lead gen is one of the most measurable parts of your marketing strategy. You can track cost-per-lead, conversion rates, time-to-close, and customer lifetime value. This kind of clarity means your marketing team can double down on what works — and cut what doesn’t — without guessing.

According to HubSpot’s State of Marketing report, 61% of marketers say generating traffic and leads is their top challenge, yet it’s also the area with the most measurable ROI.

3. Better alignment between sales and marketing.

Good lead generation aligns your sales and marketing teams. With the right tools and handoff processes in place, marketers can deliver sales-ready leads that match the ideal customer profile. This reduces friction, shortens sales cycles, and improves win rates.

According to LinkedIn, 87% of sales and marketing leaders say collaboration between teams enables critical business growth.

Want to go deeper? Check out this free lead generation introduction.

What is a lead generation platform?

Lead generation platforms are tools that help you find, attract, and capture leads. Some help with email outreach. Others focus on landing pages, pop-ups, chatbots, or data enrichment. The best ones? They integrate seamlessly with your CRM and workflows.

You can explore lead gen from every angle, but it boils down to three things:

• Get attention.
• Create value.
• Make it easy to take action.

Below, I’ve compiled a list of the best lead generation platforms and tools on the market, including some free options.

The 23 Best Online Lead Generation Tools

1. HubSpot Marketing Hub

Best for: All-in-one inbound marketing

I know — of course HubSpot is on this list. But it’s not just because I’m writing this for HubSpot. It’s because I’ve used it across multiple roles, from solo marketing team to scaling startups.

With HubSpot’s Marketing Hub, I was able to build landing pages, automate emails, score leads, and track performance — all in one dashboard. The integration with the CRM means I didn’t have to switch tools just to understand where a lead came from or how qualified they were.

What I really appreciated was the lead capture functionality — all customizable, all trackable. I could launch a new lead gen campaign in an afternoon and know it would plug right into our nurturing workflows.

You can easily integrate Marketing Hub with your CRM, email tool, or customer data platform of choice. Or, if you want to spare yourself from the headache that comes with integrating third-party apps, you can opt for HubSpot’s Starter Customer Platform — it packs email automation and content marketing tools, cross-departmental analytics, ecommerce features, and a lot more, all under an intuitive interface.

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Pricing: Free plan available; Starter starts at $20/month, with Professional and Enterprise tiers offering deeper automation and ABM features.

What I like: The built-in CRM and marketing automation combo is hard to beat. You don’t need five different platforms to do the job of one, and the scalability makes it great for small teams and big operations alike.

2. Unbounce

Best for: High-converting landing pages

When I worked at an early-stage startup with no dev support, Unbounce was a lifesaver. I could build and publish branded, mobile-optimized landing pages without touching a line of code.

What stood out was how fast I could A/B test different layouts, CTAs, and form formats. And the AI-powered Smart Traffic feature (which sends visitors to the landing page variation most likely to convert) actually made a noticeable difference in our sign-up rates.

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Here are my favorite features:

• Drag-and-drop builder for fast launches.
• Smart Traffic optimization.
• Over 100 templates to choose from.
• Integrates with most CRMs and email tools.

Pricing: Starts at $99/month for the Build plan. More advanced features (like Smart Traffic and AMP) are included in higher tiers.

What I like: The ease of setup and A/B testing is unmatched. It’s perfect for marketers who want to launch campaigns quickly without relying on devs.

3. OptinMonster

Best for: Converting website visitors with pop-ups

I’ve tested a lot of pop-up tools, but OptinMonster consistently performed better in terms of user targeting. It’s not just about showing a discount to everyone who’s about to bounce — it’s about showing the right message at the right time.

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With OptinMonster, I could use exit-intent popups, scroll triggers, and even geo-location targeting. I once ran a campaign that only showed a free trial pop-up to returning visitors from California. It crushed it.

Here are my favorite features:

• Exit-intent and time-triggered campaigns.
• Drag-and-drop campaign builder.
• Audience segmentation and personalization.
• Built-in A/B testing.

Pricing: Starts at $16/month for Basic. Higher-tier plans unlock advanced features like exit-intent and onsite retargeting.

What I like: Its targeting options are precise, and it plays nicely with most CMS platforms. You can personalize the experience without needing custom code.

4. Leadfeeder

Best for: Identifying anonymous B2B website visitors

This one blew my mind the first time I used it. Leadfeeder tells you what companies are visiting your site — even if they don’t fill out a form. That means you can start warming up leads before they convert.

I’ve used this in tandem with cold outreach tools to prioritize companies already showing intent. It helped our sales team get to the right accounts faster.

Here are my favorite features:

• Connects to Google Analytics and CRM.
• Company-level visitor tracking.
• Daily lead reports and notifications.
• Integrations with Pipeline, Salesforce, and HubSpot.

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Pricing: Free version available (limited data). Paid plans start at $139/month depending on company size and lead volume.

What I like: It’s like getting a second chance with anonymous traffic. If your site gets decent B2B traffic, this tool pays for itself quickly.

5. Pipedrive

Best for: Visual sales pipeline management

As a visual thinker, I love how Pipedrive lays out your sales process in drag-and-drop stages. It’s so much easier to keep track of where leads are, what next steps need to happen, and where you’re losing momentum.

The real magic, though, is in the automation. I’ve set up workflows where a new lead from a specific form automatically gets added to a pipeline, assigned to a rep, and sent a custom follow-up email. Once it’s set up, it just works.

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Here are my favorite features:

• Kanban-style deal tracking.
• Workflow automation tools.
• Activity reminders and scheduling.
• Insights into sales velocity and conversion.

Pricing: Starts at $14.90/month per user. Advanced plans offer more automation and reporting capabilities.

What I like: Its simplicity is a major win for small teams, and the automations can save serious time on repetitive tasks.

6. Keap (formerly Infusionsoft)

Best for: Automating small business lead nurturing

I’ve worked with a few small teams that didn’t just want a CRM — they wanted an entire marketing backend. Keap filled that gap perfectly. It offers CRM, email automation, payments, forms, appointment booking … and it’s all tied together with visual workflows.

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Here are my favorite features:

• All-in-one CRM and automation.
• Easy-to-use campaign builder.
• Built-in invoicing and appointment scheduling.
• Designed for service-based businesses.

Pricing: Starts at $129/month for Pro. Max tier available for $199/month with more automation and ecommerce features.

What I like: Keap is purpose-built for solopreneurs and small teams. Everything lives in one place, which cuts down on tool fatigue and data silos.

7. Hotjar

Best for: Understanding user behavior to optimize lead flows

This isn’t a traditional lead gen tool, but I can’t imagine running a website without it. Hotjar gives you heatmaps and session recordings so you can see how people are actually using your site.

When I first used Hotjar on a client’s landing page, we found that 80% of users never scrolled past the hero section. That insight alone reshaped our form placement strategy.

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Here are my favorite features:

• Heatmaps, click maps, scroll depth.
• Session replays to spot friction points.
• Feedback widgets and surveys.
• Easy to install and use.

Pricing: Free plan available; paid plans start at $39/month based on daily sessions.

What I like: Hotjar doesn’t just give you numbers — it gives you a narrative. You can literally watch how users move through your site, rage-click, or abandon forms. That visibility is game-changing when you’re trying to understand drop-off points or improve your UX for better lead capture.

8. ZoomInfo

Best for: B2B contact and company data at scale

When I needed deeper insight into enterprise accounts, beyond just emails or job titles, ZoomInfo delivered.

It’s not just a contact database — it’s a sales intelligence platform. I’ve used it to build segmented ICP lists, enrich CRM data, and trigger outreach based on company changes like hiring spikes or funding rounds.

ZoomInfo GTM Intelligence: How AI-Powered Lead Generation Transforms Sales Teams

Here are my favorite features:

• Real-time contact and company enrichment.
• Intent signals and technographic data.
• Workflow automation for sales and marketing.
• Native integrations with HubSpot, Salesforce, and Outreach.

Pricing: Custom pricing based on seat count and features. Typically geared toward mid-sized to enterprise teams.

What I like: The depth and reliability of data are hard to beat. If your lead gen strategy depends on targeting the right people at the right companies, ZoomInfo gives you both the map and the compass. Bonus points for its intent signals that help prioritize outreach based on behavior.

9. Wisepops

Best for: Advanced on-site lead capture popups

If you’ve ever felt limited by other pop-up builders, Wisepops is worth a look. I tested it on an ecommerce site and loved how dynamic the targeting options were — cart value, scroll percentage, device type, and more.

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Here are my favorite features:

• Slide-ins, bars, modals, and full-page overlays.
• Email and SMS capture in one flow.
• Behavior-based triggers and segmentation.
• Built-in analytics and A/B testing.

Pricing: Starts at $49/month for up to 100k monthly pageviews.

What I like: The editor is intuitive, but it’s the targeting that makes Wisepops stand out. You can build sequences based on what someone does and where they are in your funnel. It’s the kind of personalization that actually boosts conversion rates without annoying your users.

10. Apollo.io

Best for: B2B email outreach and lead databases

I found Apollo when I was tired of overpriced B2B databases that gave me stale or irrelevant leads. Apollo combines a solid contact database with a cold outreach tool — perfect for SDRs or founders doing their own outreach.

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Here are my favorite features:

• Over 250M contact profiles.
• Built-in email sequencing and dialer.
• Intent signals and filters for ICP targeting.
• Works well with CRMs like HubSpot and Salesforce.

Pricing: Free plan with limited contacts; paid plans start at $49/month.

What I like: Apollo lets you do your research, build a list, and launch a campaign — all from the same dashboard. The filters are super specific, and the emails don’t feel like spam when done right. It’s outbound made scalable and efficient, especially for scrappy B2B teams.

11. Typeform

Best for: Interactive lead capture forms

Most forms are boring. Typeform makes them feel like a conversation. I’ve used Typeform for everything from newsletter sign-ups to product fit surveys. People actually enjoy filling them out, and that matters when every conversion counts.

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Here are my favorite features:

• One-question-at-a-time design.
• Logic jumps and personalization.
• Beautiful design, even for free users.
• Easy integrations with HubSpot, Zapier, and more.

Pricing: Free plan available. Paid plans start at $25/month with more responses and customization.

What I like: Typeform turns your lead gen into a branded, user-friendly experience. It’s not just a form — it’s a micro-conversion tool that respects your audience’s time.

12. Salesloft (formerly Drift)

Best for: Conversational lead capture via chat

I’ve seen this tool, back when it was known as Drift, transform the way B2B teams talk to site visitors. Instead of sending someone to a static form, Salesloft lets you start a conversation. That real-time interaction means more qualified leads, booked meetings, and less waiting.

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Here are my favorite features:

• AI chatbots and live chat.
• Custom chat playbooks based on page behavior.
• Calendar integrations for instant meeting booking.
• ABM support with personalized experiences.

Pricing: Custom pricing for teams. Free plan includes live chat and basic bot features.

What I like: Salesloft doesn’t just capture leads — it qualifies them. I love how easy it is to route visitors based on actions or attributes and get them talking to the right person faster.

13. Intercom

Best for: Combining live chat, support, and nurture

I’ve used Intercom in SaaS setups where customer education was key. Their bots handle onboarding and lead capture while keeping the tone human and helpful. It’s chat that scales.

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Here are my favorite features:

• Custom bots and carousels.
• Product tours and triggered messages.
• Email, SMS, and app messaging in one place.
• Deep user segmentation and behavioral targeting.

Pricing: Starter plans begin at $74/month. Larger teams need custom pricing.

What I like: Intercom shines when you need to educate and nurture leads over time. It blends marketing and support so that the handoff between interest and onboarding feels seamless.

14. LinkedIn Lead Gen Forms

Best for: B2B paid campaigns on LinkedIn

If your audience lives on LinkedIn, this is a no-brainer. I’ve used Lead Gen Forms to run sponsored content campaigns and capture quality leads without sending users to a landing page. The forms auto-fill with LinkedIn profile data- huge win.

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Here are my favorite features:

• Native forms inside LinkedIn ads.
• Auto-populated contact info.
• Easy CRM sync (like with HubSpot or Salesforce).
• Works across Sponsored Content and InMail.

Pricing: Free to use, but only available with LinkedIn Ads spend.

What I like: The frictionless experience leads to higher conversion rates, especially if you’re targeting execs who don’t like clicking around. The lead quality is usually higher, too.

15. Outgrow

Best for: Creating lead magnets like quizzes and calculators

Want to stand out? Build something interactive. I’ve used Outgrow to build ROI calculators, product recommenders, and personality quizzes — and they convert way better than static PDFs.

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Here are my favorite features:

• Templates for quizzes, polls, assessments, and calculators.
• No-code builder with logic branching.
• Built-in analytics and lead scoring.
• Integrates with most CRMs and email tools.

Pricing: Starts at $25/month for freelancers and $95/month for businesses.

What I like: Outgrow makes lead magnets feel like tools, not freebies. You offer value before asking for info which builds trust and boosts conversion.

16. Mailchimp

Best for: Email marketing and landing page combos

Mailchimp isn’t just about newsletters anymore. I’ve used it to build email workflows, lead gen landing pages, and even run basic A/B tests. For small businesses or solopreneurs, it’s a solid starting point with a friendly UI and drag-and-drop everything.

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Here are my favorite features:

• Email sequences and automation.
• Landing pages and signup forms.
• Segmentation and tags.
• Integrations with hundreds of tools.

Pricing: Free plan available with up to 500 contacts. Essentials starts at $13/month; Standard and Premium plans offer more automation.

What I like: It’s approachable but still powerful. You can launch a full-funnel lead gen campaign — form, email, nurture — without touching code. Plus, their pre-built templates save serious time.

17. Leadpages

Best for: Fast, code-free landing page creation

Leadpages is built to convert — plain and simple. I’ve used it to create dozens of lead capture pages, from free resource downloads to webinar registrations. The drag-and-drop builder feels snappy, and the analytics are precise.

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Here are my favorite features:

• Conversion-focused templates.
• Built-in pop-ups and alert bars.
• A/B testing and real-time optimization.
• Easy Zapier and email marketing integrations.

Pricing: Starts at $49/month for the Standard plan. Pro plan is $99/month with more A/B testing and checkout options.

What I like: The speed. You can go from idea to published page in under an hour. Great for time-crunched marketers who need results now.

18. Jotform

Best for: Building complex forms with conditional logic

When Typeform felt too sleek and Google Forms too basic, I turned to Jotform. I’ve built registration forms, multi-step questionnaires, and file upload forms with zero code — and it always just worked.

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Here are my favorite features:

• 10,000+ templates for all industries.
• Conditional logic and calculation fields.
• HIPAA and GDPR-compliant options.
• Payment integrations and e-signatures.

Pricing: Free plan includes five forms. Paid plans start at $39/month and scale by submissions and storage.

What I like: Jotform handles complexity without making your life complex. It’s ideal when your lead gen form needs to do more than just collect an email.

19. BDOW! (formerly Sumo)

Best for: List building and email capture on-site

Back when I was launching a niche content site, I used then-Sumo to build my first 1,000 subscribers. It offers welcome mats, pop-ups, scroll boxes — you name it. Even the free version gave me enough tools to meaningfully grow my list.

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Here are my favorite features:

• Easy-to-install WordPress plugin.
• Pre-designed opt-in forms.
• Built-in email integrations.
• Heatmaps and analytics for form performance.

Pricing: Free version available. Pro starts at $39/month.

What I like: BDOW! is lightweight but powerful. It’s especially good for content-drive brands that want to turn readers into leads without building a whole landing page.

20. Albacross

Best for: Identifying anonymous website visitors (EU-friendly)

Similar to Leadfeeder, Albacross helped me uncover the companies visiting a B2B SaaS site I worked on. What I liked most was their data compliance — being based in Europe, they’re GDPR-aware by default.

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Here are my favorite features:

• Company-level website visitor tracking.
• Lead enrichment and firmographic filters.
• Integrations with HubSpot, Pipedrive, Salesforce.
• Real-time alerts and customizable lead feeds.

Pricing: Custom pricing based on site traffic and features used.

What I like: If your business serves Europe or you’re worried about privacy laws, Albacross gives you peace of mind with powerful insights. Plus, the intent data helps you reach out at the right time.

21. Google Ads: Lead Form Extensions

Best for: Capturing leads directly from search results

I first tried this during a campaign targeting high-intent keywords, and it worked surprisingly well. Instead of sending users to a landing page, Google’s lead form extensions let people submit their info directly from the ad.

https://youtu.be/ncDVZoq52u0?si=w8-33fXTlFLTfb_W

Here are my favorite features:

• No-click lead capture.
• Mobile-optimized form experience.
• Integrates with CRMs like HubSpot and Salesforce.
• Best for high-intent, lower-funnel keywords.

Pricing: Included with your Google Ads spend.

What I like: It reduces the steps needed to convert —no click-throughs, no drop-offs. If you already run paid search, this is a low-effort way to boost lead volume.

22. Facebook Lead Ads

Best for: High-volume B2C lead capture on social

Running lead gen campaigns for a consumer product? Facebook Lead Ads make it super easy to collect emails, phone numbers, and other details without making users leave the app.

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Here are my favorite features:

• Native forms within Meta products, Facebook and Instagram.
• Auto-filled fields based on profile data.
• Syncs with email and CRM tools.
• Works great for giveaways, downloads, and sign-ups.

Pricing: Free to use with your Facebook/Instagram ad spend.

What I like: It’s fast, frictionless, and very scalable. I’ve used it to grow newsletter lists, book consults, and even pre-launch audiences. By far my favorite tool and strategy.

23. Crunchbase

Best for: Prospecting and market research

When I was building ICP lists for a B2B SaaS project, Crunchbase helped me identify funding rounds, decision-makers, and tech stacks all in one place. It’s a goldmine for cold outreach when paired with tools like Apollo or HubSpot.

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Here are my favorite features:

• Company insights, revenue, funding, and contact info.
• Advanced filters by industry, stage, and geography.
• Custom lists and saved searches.
• Ideal for B2B research and sales teams.

Pricing: Free tier available; Pro plan starts at $49/month.

What I like: Crunchbase saves hours of manual research. You get a data-rich picture of your prospects before ever writing a cold email which massively improves personalization.

Final Thoughts

Lead generation used to intimidate me. Early in my career, I’d spend hours setting up clunky forms, chasing down cold emails, and wondering if I was missing some magic formula everyone else had figured out.

Spoiler: there’s no magic formula. But there are tools that make it way easier.

Every tool on this list has played a part in helping me grow pipelines, nurture relationships, and actually enjoy the process of connecting with potential customers. Whether you’re running paid ads, building quizzes, or optimizing landing pages, the key is choosing the tools that match your style and your audience.

Personally, I’ve found that success comes from stacking tools that work well together — like combining Hotjar insights with an Unbounce test, or using Typeform data to drive better segmentation in Mailchimp. The more intentional your stack, the smoother your funnel.

So, experiment. Try a few. Break things (gently). The right lead generation tool won’t just save you time — it’ll show you what’s working and help you double down on it.

And if you’re still unsure where to begin, I’d start simple: Pick one tool from this list, set it up, and run a small test. That first lead that comes in? It’ll feel like magic.

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

Social media marketing is a lot of work. It’s a fast-paced industry that quickly evolves by the time you learn a new skill, trend, or platform update. Whether you’re a marketer, a content creator, or a business owner, understanding social media involves a range of skills that require you to always be learning.

To hone these skills, I’ve put together a comprehensive list of social media marketing resources.

From blogs to templates to courses, if you’re wondering how to learn social media marketing, these resources will accelerate your knowledge.

Table of Contents

• How to Learn Social Media Marketing: 33 Free Resources
• How to Start Social Media Marketing

How to Learn Social Media Marketing: 33 Free Resources

Social Media Marketing Blogs

Social media marketing is a science involving special communication skills. And the landscape changes constantly.

One of the best ways to develop your social media prowess and to stay up-to-date is to follow experts in the field. These blogs are always fresh with actionable information you can use to improve your marketing:

1. Social Media Examiner

Since 2009, Social Media Examiner has been one of the top social media blogs in the world. The website publishes regular blog content with valuable tips and insights. The website also puts together social media reports filled with all the important data social marketers want.

What I like: In addition to its blog, Social Media Examiner also shares a newsletter that goes out three times per week, multiple podcasts, and a YouTube channel. So no matter what learning format you prefer, Social Media Examiner makes its content accessible.

2. Social Media Today

I regularly turn to Social Media Today to find out the latest news in the social media industry. This website is the most news-driven resource on this list, regularly sharing stories about platform updates, trends, or industry changes.

Best for: Staying on top of platform news and updates.

3. Sprout Social

You may know Sprout Social as a social media management platform, but it also produces a value-packed blog. I like Sprout Social’s blog for its data-driven content that focuses on high-level strategy. Sprout Social also produces value-packed reports on the social media landscape with insights that social media managers can use to refine their strategies.

Best for: Social media strategists, teams, and agencies that want to learn how to improve strategy, set up better workflows, and communicate social performance with shareholders.

4. HubSpot Marketing Blog

Right here on the HubSpot Marketing Blog, you can find actionable how-to guides on every social network there is. The HubSpot Marketing Blog team covers everything from best practices and strategies for different social channels to post ideas to real-life experiments and examples. Before I even wrote for HubSpot, I personally turned to the Marketing Blog throughout my career when I wanted to learn about a new social media topic.

What I like: In addition to helpful blog content, HubSpot offers countless free templates, ebooks, and even courses so you can put your learnings into action right away.

Social Media Templates

I don’t know about you, but using templates is the easiest way for me to learn a new skill. Templates are hands-on while still guiding you through a new process. Here are a few templates I recommend using as you’re learning social media marketing.

5. Social Media Content Calendar Template

Before you load your social media content into a publishing tool (HubSpot has one, when you‘re ready for it), you’ll want to organize it all in an offline calendar. This free template allows you to sort your social media content in a spreadsheet that’s designed to help you track the day, time, and social media channel on which everything you create is being promoted.

Best for: I recommend using this template along with HubSpot’s scheduling tool for a seamless publishing process.

6. Social Media Campaign Templates

An unexpected part of social media marketing is managing a budget. This social media campaign template helps you track your campaign budget to make sure it aligns with your monthly and annual marketing budgets.

What I like: As someone who doesn’t have a ton of experience managing campaign budgets, I like that this template is beginner-friendly.

7. Airtable’s Social Media Planning and Design Template

Once you’ve organized your social media calendar into a spreadsheet, you might also want to load this content into a project management platform so you can visually plan your content. Airtable is one such platform to help you do that, and this free template makes it easy to get started.

8. Social Media Image Templates

It’s well-known that visuals get more engagement on social media than just text. Get your designs off on the right foot with this collection of social media image templates. There are over 50 templates included for Instagram, Facebook, Twitter (X), and LinkedIn.

Best for: I like that the templates are in Google Slides which makes them easy to edit and customize, even without graphic design experience.

9. Instagram Templates for Business

Instagram is the most image-focused social channel out there, and because of that, not just any image will reach your audience. To cut through the crowds, use this collection of Instagram templates to create brand-aligned posts that resonate with your audience.

What I like: The package includes templates for stories and posts.

Social Media Marketing Ebooks

Want to dive deeper into a social media best practice or strategy? These ebooks will provide expert insights on specific channels and topics.

10. How to Use Instagram for Business

This step-by-step guide explains the reasons to create a business Instagram account and how to execute on Instagram to drive results. Instagram expert Jenn Herman shares her tips for leveraging algorithms, mastering hashtag best practices, and developing an effective Instagram Reels strategy.

Best for: Marketers or businesses who want to take their Instagram presence to the next level.

11. Mastering Business Growth on LinkedIn: The Marketer’s Guide

Whether you have a company page on LinkedIn or you’re creating thought leadership content, this guide offers step-by-step optimization techniques for visibility, strategies to build an engaged community, and tips for creating impactful content.

Best for: B2B marketers or business owners who want to reach their audience on LinkedIn.

12. The Beginner’s Guide to Meta Marketing

This multi-page ebook will show you how to use Meta, which includes Facebook and Instagram, to drive real business results for your organization. This helpful resource will specifically dive into advertising tips and strategies.

Pro tip: If you’re new to social media advertising, this ebook is a beginner-friendly place to start.

13. 50 Facebook Ad Examples We Actually Clicked

After you’ve downloaded the ebook above, grab this one next. Creating attention-grabbing ads is one of the trickiest parts about Facebook advertising. This ebook highlights 50 effective Facebook ad examples across 17 industries to use as inspiration.

What I like: If you’re a visual learner like me, you’ll appreciate the real-life examples that you can use as a guide for your own ads.

14. The Complete Guide to YouTube for Business

YouTube is getting the most investment from marketers in 2025. If you want to keep up with the current state of social video marketing, YouTube is essential. This comprehensive ebook breaks down proven strategies to boost brand awareness, generate engagement, and drive growth through YouTube video content.

What I like: Each social channel has a different algorithm, so I appreciate how this ebook breaks down how to optimize your content for YouTube’s.

Social Media Marketing Courses

Similar to ebooks, courses are a great way to dive deeper into social media marketing topics. Courses are usually self-paced and include quizzes so you can test your knowledge.

15. Instagram Marketing and Ads Course

This free course in the HubSpot Academy will teach you how to build a successful marketing strategy. If you’re interested in learning how to create more engaging content, nurture your community, and use Meta ads to grow your business, you’ll find it all in this course. The course consists of 6 lessons, 18 videos, and 5 quizzes and takes less than three hours to complete.

Best for: Social media marketers, content creators, or business owners who already have an Instagram presence and want to grow.

16. YouTube Marketing Course

As I mentioned above, YouTube is a top marketing channel in 2025. This free course breaks down everything you need to know to grow and monetize your channel, create more engaging content, and optimize your videos for YouTube’s search algorithm.

What I like: This course is taught by YouTube influencers and experts, which means you’ll get insider tips and tricks.

17. Facebook Ads and Marketing Course

Similar to the Instagram marketing course I shared above, this course can help you learn the basics of Facebook marketing and advertising in under two hours. A good Facebook strategy uses a combination of organic and paid content, and the lessons in this course help you understand how they work together.

Pro tip: I recommend taking both the Instagram and Facebook marketing courses. While they are both Meta platforms, each channel is slightly different in terms of what works well.

18. Social Media Marketing Certification

Once you’ve dipped your toes into the intro courses for each platform, I suggest taking the social media marketing certification. Having a certification is a great way to demonstrate your expertise, whether you’re a marketer or a content creator. This free certification course includes 10 lessons, 38 videos, and 29 quizzes.

Pro tip: In my experience, having a HubSpot certification displayed on your LinkedIn profile or website is a great way to establish credibility as they’re recognized across the industry.

Social Media Marketing Videos

Videos are my second favorite medium to learn, behind books. Being able to glean from the brightest minds on any subject as if you’re face-to-face is powerful. These videos and channels will give you valuable insights and unique perspectives on how to do social media well.

19. GaryVee

You can’t talk about social media without talking about the speaker, author, and social expert Gary Vaynerchuk. His YouTube channel is a great source of information and inspiration for marketers, entrepreneurs, and content creators alike.

20. TED Talks: Social Media Marketing

TED talks are famous for covering insightful topics led by industry experts, and there are plenty around social media. There may not be that much actionable advice in these videos, but if you want to become an expert on social media, these videos will give you insight into deeper subjects like “the hidden influence of social networks.”

21. HubSpot Marketing

HubSpot’s Marketing channel on YouTube is full of quick, actionable tips on a range of social media topics. Whether you want to learn how to verify your LinkedIn account or monetize your YouTube account, you’ll find easy how-to videos on this channel.

22. Free Social Media Certification

HubSpot Academy has a breadth of video courses across inbound and digital marketing. The free social media course includes 38 videos that teach you the fundamentals of managing a social media campaign for your business. It also earns you a fresh Social Media Certification.

Social Media Podcasts

Podcasts are a great way to learn directly from the experts. Not only are they convenient to listen to on the go, but they often have a first-person perspective on social media or interviews with those who work directly in the industry.

23. Social Media Marketing Podcast

In this podcast, Michael Stelzner, from Social Media Examiner, brings you success stories and expert interviews from leading social media marketing pros.

What I like: This podcast has been published weekly since 2012, so there are tons of episodes to catch up on. It could also be interesting to listen to old episodes to see how much social media has evolved over the years.

24. The Social Pros Podcast

This podcast is produced by the team at Convince and Convert and is one of the longest-running marketing podcasts out there. Every episode of the Social Pros Podcast shines the light on real pros doing real work for real companies such as Google, Reddit, Uber, and more.

What I like: While this podcast is focused on social media, it also zooms out to discuss how it overlaps with the rest of a company’s marketing strategy.

25. Marketing Against the Grain

In this podcast, HubSpot’s CMO and Zapier’s CMO provide an unfiltered perspective on marketing trends and growth tactics while sharing fresh ideas that any marketer can apply to their strategy.

Pro tip: You can also tune into the episodes on YouTube if you prefer video over audio.

26. The Goal Digger Podcast

With over 110 million downloads, it’s safe to say The Goal Digger Podcast is one of the most popular marketing and business podcasts out there. Hosted by entrepreneur Jenna Kutcher, this podcast is a great resource to learn about marketing your business, making money online, and growing your social media following.

Best for: I recommend listening to this podcast if you’re a solopreneur or content creator.

27. Create Like the Greats

Marketer Ross Simmonds delves into what makes great ideas spread and how to create things that last. One of the recurring topics is how to get the most out of your content, whether by repurposing or maximizing distribution channels. This is a must-listen if you’re on a small marketing team or are a solo content creator.

What I like: Social media is fast-paced, and trendy content is often prioritized, so I appreciate this podcast’s approach when it comes to creating (and repurposing) lasting content.

Social Media Newsletters

If you’re a fan of newsletters like I am, I think you’ll appreciate seeing these social media insights in your inbox.

28. Marketing Brew

From the team at Morning Brew, Marketing Brew is a weekday newsletter that covers brand strategy, social media, and advertising tech.

Best for: I recommend this newsletter to marketers at all levels who want to stay on top of industry trends and updates.

29. Link in Bio

From social media consultant Rachel Karten, I recommend Link in Bio for anyone who works in social media or is interested in it as a career. The newsletter shares interviews with real-life social managers behind major brands and offers insightful breakdowns of social strategies.

What I like: The newsletter features interviews and strategies from brands across industries, which is always a great way to get a fresh perspective.

30. Future Social

Jack Appleby, social media, brand, and influencer consultant, shares his social strategy expertise in his newsletter, Future Social. After leading strategy for brands like Microsoft, Beats By Dre, and Verizon, he now shares case studies, theoretical strategies, and content breakdowns to help marketers and creators improve their social presence.

Best for: Content creators or marketers who work with content creators would benefit from the insights on brand strategy.

Social Media Marketing Books

Books are my favorite way to learn. Many experts agree that if you read a book a week on your area of expertise for 5 years, you will have the equivalent of a Ph.D. on the subject. That may or may not be true, but reading books from the experts definitely doesn’t make you a worse marketer. Here are some books to get you started.

31. Influencer: Building Your Personal Brand in the Age of Social Media

Written by creator economy expert, Brittany Hennessy, this book delves into exactly how to build an audience and a brand online. This book is just as valuable for beginners as it is for content creators who already have an audience, as it also covers how to secure brand deals and elevate your content.

Best for: I recommend reading this if you’re a content creator or anyone who wants to improve their thought leadership content.

32. The New Rules of Marketing and PR

David Meerman Scott’s book on digital marketing is an international bestseller and is worth every penny. Some argue that it should be required reading for any marketer. I can personally confirm that I read it at the beginning of my marketing career and felt it was a great resource for getting started.

Best for: If you’re early into your marketing career or just getting started with social media marketing.

33. Contagious: Why Things Catch On

This book by Jonah Berger provides a strong foundation to understand how content goes viral – and how to create ideas on social media that are so catchy, your audience won’t be able to help but click them.

Now that you‘ve reviewed the top social media marketing resources, it’s time to create your action plan for getting out there and actually executing your knowledge.

1. Go where your customers are.

You don‘t have to be on every platform. It’s a common mistake when starting out to try to expand your reach by being everywhere. But if your target audience is on LinkedIn, creating TikTok content is likely wasted effort.

If you’re running short on marketing resources, identify which platform (or two) your audience is most active on and then double down on creating meaningful content and experiences on that platform. You can always expand your efforts into different platforms later.

2. Provide value.

Audiences watch TV to be entertained, get informed, or unwind, not to view commercials. The same is true for social media users. Chances are, if you do nothing except promote yourself, you won‘t get far with social media because signing into social media is not indicative that they’re ready to be sold to.

So, how do you meet audiences on their turf in a way that earns you meaningful awareness and engagement? The 80/20 Rule.

This “rule” states that successful social media marketing means providing something for the audience 80% of the time and promoting your brand 20% of the time. If your audience is hungry for your content, they‘re much more willing to also accept promotional messaging as long as it’s not too overwhelming or obtrusive.

3. Set realistic and measurable goals.

If you begin your social media marketing efforts with no destination in mind, you may find yourself floundering. Get clear on what you need from your efforts so that you can set goals and measure your progress towards them.

For example, you might be using social media to increase your brand awareness, which means you‘d look at your posts’ reach and how your audience is growing. On the other hand, if you want to drive traffic from your website, you might measure click-throughs.

It‘s important also to begin with a benchmark so that you can set realistic goals. Shooting for the moon is nice, but you’ll also want to measure against achievable milestones to gauge performance and make accurate (within reason) predictions for strategic planning.

4. Maximize your existing resources.

As you’re getting started with social media marketing, you might not have a lot of content to share yet.

Creating content can be arduous, even if you choose just one or two platforms, so it’s important not to overtax your resources. Instead, consider ways that you can utilize, adapt, and repurpose existing content to make your resources stretch even further.

Then you can decide on a publishing schedule that is appropriate for the network you’ve chosen and the resources you have for content creation.

5. Have conversations.

Don‘t forget the “social” in “social media.” Social media marketing isn’t about broadcasting; it’s about communicating. By interacting with your audience online, you can increase brand awareness by increasing engagement. In addition, this engagement tends to be more memorable and delightful than non-personalized interactions.

6. Listen to your audience.

Customer feedback, direct mentions of your brand, and even industry chatter can all inform your social strategy. By listening to the conversations your audience has on social media, you can come up with new ideas for content based on real-time industry trends, shifting your social media marketing strategy to fit their needs. Social listening tools such as HubSpot and Sprout Social can streamline this process and lead to amazing insights.

7. Don’t get trapped by trends.

You’ll notice trends come and go quicker than you can whip together relevant content for them.

It may be tempting to participate in every trend to generate engagement, but they can often lead to a large audience of unengaged followers who aren‘t interested in your brand. This isn’t an ideal way to grow.

The best thing you can do is create content that aligns with your brand and audience. Only participate in trends when you can naturally incorporate your product or message.

8. Focus on quality, not quantity.

This tip can be applied to so many things in the social media space:

• Quality, not quantity, of followers
• Quality, not quantity, of posts you create
• Quality, not quantity, of engagement

The fact of the matter is, even though it may seem like slow growth over time, quality matters on social media and will drive more meaningful results and better ROI, which is the foundation of successful social media marketing.

9. Tailor your content and messaging to each platform.

If you‘re on multiple platforms, it’s best to adhere to best practices for that specific platform.

While it may be tempting to create the same message and promote the same way to save time, this can actually hurt the experience for social media users.

Each platform has different browsing behavior, image thumbnail formats, character counts, best practices for hashtags, and more. For optimal experience (and performance), understand what works best on each social media channel and tailor your messaging to fit.

10. Never stop learning.

No matter how many social networks you set out to master, or how long you work in the social marketing field, there is one secret that will ensure you’re successful: Never stop learning.

Doing things like taking courses or getting certified in social media marketing can help you move up in your role or take your brand’s social media presence to the next level.

Building Your Social Media Expertise Over Time

The list above is massive, I know, and there’s no way to consume all these resources in the next week. But by keeping these resources handy, you can learn as you go.

Continuous education in the social media marketing space is essential not only to stay on top of best practices and platform updates, but also to refine your skillset.

Editor’s note: This post was originally published in March 2015 and has been updated for comprehensiveness.

The world of hiring and managing remote marketing teams is still changing. You would think that every kink in this process was resolved in 2020, but technology and workers continually evolve. This forces managers to continually update their process for finding and retaining the best marketing talent.

I’ve been a remote digital marketer for years — way before the pandemic made it popular (not to brag!). I’ve seen teams succeed and I’ve seen them fail. There are many benefits to having remote marketing teams, but companies also face unique challenges and desperately need solutions.

So how do you build and manage your global workforce? Let’s look at the exact steps to find and retain top digital marketing talent.

Table of Contents

• How to Hire for Remote Marketing Roles
• How to Manage Remote Marketing Teams

How to Hire for Remote Marketing Roles

Your digital marketing efforts begin with hiring exceptional remote marketers. But what does that process look like? Here’s how to approach it.

De-biased your hiring process.

All companies say that they’re hiring the best talent. But if they only hire local talent, they’re fishing in a tiny talent pool. Hiring remote workers means that you can truly hire the best marketer for the role! Don’t let unconscious biases sabotage this.

Biases impact the way hiring teams perceive workers, bolstering some candidates and downplaying others. Not only is it unfair to the candidates, but it also distracts your team from hiring the best people for the job. Bias impacts how a marketer is perceived, based on that candidate’s:

• Attractiveness.
• Education.
• Ethnicity.
• Gender.
• Name.

An effective hiring process actively removes bias wherever possible. This begins with a de-biased job description and requirements, and carries through the entire evaluation process. When done successfully, the result is a hiring process that focuses solely on which candidate will perform best in your digital marketing role.

A de-biased hiring process is usually a part of a larger HR initiative. If you’re only hiring freelancers for contracted roles, avoid low-quality job sites. Many companies rely too heavily on cheap bidding sites to find contractors that are willing to do the work for pennies on the dollar. The cost is low, but the quality often matches. Pay fair wages and you’ll attract quality contractors.

Identify barriers.

What are the barriers to your remote team’s success? Some common ones include:

• Self-management struggles, where marketers need more direct oversight to stay on schedule.
• Technology disconnect, where every team member uses different digital tools and systems.
• Misaligned time zones, causing communication difficulties.
• Social isolation, leading to disconnection.

Some of these barriers can be articulated in the job description, allowing candidates to self-select. For example, let’s say your company requires everyone to attend a recurring Monday morning meeting. If the company is based in Sydney, Australia, some candidates in North America might feel the position isn’t the right fit for them. A proactive approach to managing barriers is going to do everyone a favor.

To succeed at managing a remote team, you need to fully understand the challenges. I recommend taking the free remote leadership training in HubSpot Academy.

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After the introduction, the first module covers the challenges of remote work. Then, solutions, tools, office culture, templates, and more. After watching each video lesson, I highly recommend browsing the resources. Underneath each video, look for the “resources” tab:

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Upon signing up, you’ll get instant access to this course in HubSpot Academy. Lesson four (creating a healthy virtual office culture) is something near and dear to HubSpot. You’d be surprised how much of your company culture can translate (and even improve) to the remote environment.

Focus on soft skills.

Technical skills are important for every marketing role, but certain soft skills are crucial for long-term remote work success. The most successful remote digital marketers are:

• Great communicators.
• Proactive workers.
• Self-sufficient.
• Adaptable.
• Organized.

While soft skills can always be fostered on the job once working remotely, it’s productive to emphasize these in the hiring process for your remote marketing jobs.

When asked about soft career skills, Emily Justin-Szopinski, who is a thought leader in professional development and learning technologies, said that digital literacy, self-management, and self-learning were noteworthy career trends.

“You have to self-manage better when you’re in a remote or hybrid environment. You don’t have the vertical infrastructure feeding work to you,” Justin-Szopinski shared. “Workers need to be adaptable to new tech and be able to self-learn.”

I’ve been a part of remote teams where it was assumed that everyone understood and valued these qualities. It led to a lot of predictable tension and churn. These soft skills are fundamental for success in remote marketing jobs.

For example, one teammate couldn’t self-manage project deadlines and didn’t communicate when they were falling behind. Management assumed that they would self-correct, and delayed conversations about this because they assumed that the worker understood the team values.

Success begins with clear standards and communication of expectations.

Run a paid skills test/trial.

References and samples of past work can only tell you so much about how a marketer will approach your company’s workload. To truly analyze which candidate is the best fit, you need to see them work. This is where paid skills tests or work trials come in.

It’s a very simple concept. Automattic, WordPress’s parent company, succinctly describes paid trials this way on their hiring page: “We’ve found that the best way to evaluate working with someone is to do just that!” You can examine their approach to paid trials (or “tryouts,” as Automattic calls them) in this Harvard Business Review interview from 2014.

While this is an extra step, it saves everyone time. When I’m brought in as a contractor, I prefer a trial because it helps ensure the right fit for both parties. I appreciate the feedback on the work, and the clients appreciate seeing the product I’m able to provide before training me fully on their company.

When the results are anonymized and reviewed objectively, skills tests are also a part of a fair hiring process. Using a hiring system that removes names from work samples allows you to evaluate the work impartially.

Create an employment agreement.

Unvoiced expectations are detrimental to a remote team’s success. Every hiring process should include an agreement to make sure all expectations are understood.

This sounds legal, and part of it is. New remote marketing experts should be given a detailed agreement specifying your terms on billing, quality standards, production volume, deadlines, etc. This ensures both sides will be happy with the arrangement and prevents disagreements down the road.

Beyond the contract, this is also a moment to voice exactly how you want your marketing team to operate. How do you want your team to handle:

• Communication (emails, messaging, calls, etc.).
• Growth, upskilling, and training.
• Project updates and changes.
• Bumps in the road.

This might sound time-consuming, but remember that hiring the right remote teammates from the start will save an immense amount of time in the long run.

How to Manage Remote Marketing Teams

So, you’ve found your ideal candidate and they’re joining your team. How do you keep them happy and productive?

It comes down to your systems and tools. Here’s how to set your team up for success.

Get the whole team using one system.

Marketers can go overboard on the number of programs they use in their work. I know I’m guilty of this — when I’m vetting new digital marketing tools, I feel like a kid in a candy store. I want to try everything and get the *perfect* tool for each job.

This approach needs to be contained when managing a team. Having one centralized system that everyone adheres to is much better than everyone having their own favorite way of doing things.

“Get a great tool and stick with it,” shared Kat Smith. As the content manager for the digital marketing agency BuildUp Bookings, Smith manages a team of remote writers and clients around the world. She uses two different tools: one that organizes the internal team, and one for clients.

These tools centralize task tracking, offer messaging, and have built-in automations. “Find something that fits the whole team’s needs and lets everyone see what’s on their plate in a visual way.”

When vetting new tools, consider these factors:

1. Customer service. You’ll want a phone number to call when you’re struggling.
2. Onboarding ease. Remember that onboarding never ends — you have to get every new employee up to speed as your team grows.
3. App integration. Have all of your tools work together instead of operating in silos.
4. Scalable pricing. Pay for what you need now with room to grow in the future.
5. Continual updates. Choose software that’s keeping up with the digital landscape and advancing its data analysis, AI integration, etc.

Choosing a tool is a big investment. We honor that investment by offering 24/7 customer support for our HubSpot products, like our Operations Hub®:

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Yeah, offering phone support is old-school for a tech company. But we refuse to leave anyone out in the cold. Live chat, AI support, and email are also available.

Document SOPs.

Remote marketers need to be more self-sufficient than in-office workers. This starts from the top down in your organization. Management creates this culture with standard operating procedures (SOPs).

“Managing a remote team is very different from overseeing contractors in a traditional office setting, as we can’t always respond to questions immediately or offer feedback in real-time,” shared Aaron Agius, co-founder of Louder Online.

“To compensate, we’ve developed a set of internal processes and invested in tools that streamline efficiency and make sure that our workers can reliably produce high-quality content.”

Agius’s template includes:

• An overview of the general content strategy for each client.
• The content structure that writers must follow (including blog post length, tone, format, and more).
• Preliminary research that helps writers get started.
• Recommended headline structures that writers may want to follow in their posts.
• An overall editorial calendar with deadlines for each piece of content to be created.

This is what that looks like inside Google Sheets, with different information available on different tabs:

“Essentially, our content strategy template is designed to be comprehensive enough for workers to understand our expectations, without overwhelming them with unnecessary details,” Agius shared.

In addition to the content strategy pictured above, Agius also provides writers with additional resources, such as links to the client’s website, suggested topics from the client, and any special requests. This allows writers to hit the ground running and create content without requiring input at every step of the way.

Centralize information.

Siloed work is always a risk on any team, but it’s even higher stakes when you’re working remotely. Tools help with this greatly. Remote collaboration can be done via popular programs like Canva, Google Docs, etc.

Communication with clients, customers, and leads is trickier to centralize. A single marketer on your team might be engaging with leads through email, social media, Slack, etc.

A customer relationship management tool, like HubSpot CRM, centralizes all communication on one dashboard. Add your notes, meetings, and tasks to consolidate all data and ensure nothing falls through the cracks.

Something I love about HubSpot CRM is the built-in automation features. With Breeze AI, you get a summary of the relationship and can ask questions about past communication:

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I used to be a diehard spreadsheet user (and still am for some things), but the CRM dashboard is unbeatable in terms of ease.

Never stop refining.

All of the best remote teams I’ve been a part of have been receptive to feedback from everyone at every level of the organization. After all, if you’re not growing, you’re dying.

Since technology and work culture will continuously evolve, so must managers and teams. Good team leaders aren’t afraid of this: They foster a culture of continuous improvement and two-way feedback with their teams. This culture can save a lot of time and frustration.

Here’s an example from Aaron Agius: “The current strategy template we use is the result of suggestions made to us by past clients and freelancers. The specific project structure we use in Asana comes from one of our freelancers, who brought it with her from a previous employer.”

Staffing a Great Team From Anywhere

Remote hiring takes more trust than hiring in-office workers. The line between human-generated work and artificial intelligence (AI) is being blurred beyond recognition. Videos are constantly going viral that teach viewers how to cheat in interviews.

I know hiring remotely is scary. But a proactive, skills-focused, and fair hiring process will help you find the best people for your roles. Focus on building scalable systems, and you’ll be able to manage and retain your team for years to come.

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

We know what B2B revenue teams don’t want: wasting time chasing leads that go nowhere.

You’ve followed the clicks, read the signals, and still landed with lists that stall.

Sales is frustrated. Leadership is antsy. And marketing is just trying to do its best.

But that is no longer sufficient.

Why “Good Enough” Leads Aren’t Good Enough Anymore

Things move a lot faster today. To meet the modern B2B buyer’s expectations, smart marketers are shifting toward automation and precision.

In our breakdown of programmatic lead generation, we shared that traditional lead generation has long been a manual, unpredictable process—too slow, too scattered, and often misaligned with real buyer intent. 

“B2B revenue teams are being called to do more with far less,” said David Fortino, NetLine’s general manager. 

“When volume gets prioritized over quality, sales teams get stuck with a long list of names and little context. What follows is a cycle of follow-ups that fall flat, wasted resources, and an ever-widening gap between marketing and sales.”

Marketing’s impact gets reduced to vanity metrics when pipeline becomes a guessing game.

And the real, honest answer is that no one wants to play this game anymore. 

No one has time, patience, or budget for it.

This is the frustration HQL Precision was built to eliminate.

Introducing NetLine’s HQL Precision

NetLine’s HQL Precision is the lead gen product for marketers who are done guessing and tired of chasing.

Instead of relying on vague signals or black-box scoring, HQL Precision captures real buyer intent right at the moment someone registers for your content. 

• You define the rules. 
• You cuztomize the questions. 
• You control exactly who counts as a qualified lead.

By capturing leads who voluntarily reveal contextually relevant information—all within the context of a brand’s gated content—HQL Precision makes it easier to identify the buyers who are actually ready to talk.

Those responses can include, but are not limited to:

• Their top business priority
• The primary challenge they’re facing
• Their investment timeline
• Tech stack
• And any other criteria you deem necessary

It’s lead generation on your terms, powered by NetLine’s leading programmatic content syndication platform and built to deliver the insights your sales team has been begging for.

This isn’t black-box scoring. These are real answers from real people.

What is an HQL, Anyway?

In NetLine’s eyes, a Highly Qualified Lead (HQL) is a user who has signaled specific, relevant business needs with a timeline for future investment. 

However, a HQL is an in-market buyer ultimately defined by you. 

These are mid-to-bottom-of-funnel prospects; buyers with a real reason to talk to your team—and people who your team will really want to talk with.

Campaigns Focused on Control, Context, and Clarity

With HQL Precision, B2B marketers get the control they’ve wanted for a long time.

The product delivers the three things every B2B marketer wants more of:

• Control – You define exactly what a highly-qualified lead looks like. From job titles to investment timelines, you write the rules, craft up to four custom questions, and disqualify leads that don’t meet your criteria before they ever hit your CRM.

• Context – Every lead comes with first-party insights tied directly to your content. You’re not inferring intent from behaviors; you’re getting clear, structured responses about what buyers are prioritizing, struggling with, and planning to invest in.

• Clarity – No more guessing whether someone’s in-market. You’re only paying for leads that raise their hands and match your definition of qualified. The result? Fewer false positives and a sharper path to pipeline.

Can’t I just beef up my NetLine Portal filters?

Sure, improving your campaign filters help you inch closer to the right ICP. But you still wouldn’t know for certain who within your ICP is truly ready.

It’s the difference between swinging a pitch versus swinging at a pitch you knew was coming. 

HQL Precision gives you confirmation, straight from the buyer, that you’re hitting the mark.

What HQL Precision Solves for Demand Gen Teams

The promise of intent data has always been about visibility. But most solutions still leave marketers guessing.

HQL Precision eliminates that guesswork by embedding insight-capture into the exact moment your prospect engages with your content. 

“HQL Precision is an answer to those calls [of doing more with less], enabling smarter, more efficient lead gen in real time.” Fortino said. “Marketers now have the power to not only define their own criteria for quality, but they’re also able to ignore irrelevant leads in favor of those with genuine and often immediate interest. HQL Precision is built for teams who need better, actionable answers—not just more names.” 

Instead of chasing down signals that may or may not relate to your brand, you’re capturing precise responses at scale from buyers who are telling you exactly what they want.

Designed for the Way You Already Work

HQL Precision is built to enhance the workflows and systems you’ve already invested in—whether that’s through integrations, CRM handoffs, or your existing content portfolio.

It also reduces friction for your audience. No extra pages, no confusing form logic. Just a few added questions that help your brand serve up real value—and give your sales team the context they crave.

Your Pipeline Deserves Better

If your current lead generation strategy leaves your sales team doing more sorting than selling, it’s time for something better.

HQL Precision doesn’t just give you leads. It gives you clarity—on who’s ready to buy, what they care about, and how to move forward.

Ready to stop chasing and start closing? HQL Precision is available now.

I started my career in modeling, which, as anyone in the industry knows, is basically a crash course in branding. You learn very quickly how to present yourself online, especially on platforms like Instagram. From there, I moved into sales and the world of B2B. I figured, if I could thrive in sales, I could do just about anything.

And then, something happened. At my last corporate job, they asked me to start posting on LinkedIn as a “thought leader.” I had only ever used the platform to look for jobs. I had no idea how to show up on LinkedIn, much less how to build a personal brand on it.

That’s when I turned to AI. Together, we created a seven-page brand strategy doc — like a marketing plan, but for me. I had no idea how much it would change everything.

Why Gen Z Should Be Building Personal Brands

A lot of people underestimate just how digitally fluent Gen Z is. We’ve been branding ourselves — consciously or not — since we were 13 on Instagram. But, LinkedIn always felt a little off-limits. Too corporate. Too buttoned-up.

That changed when I started spending real time on the platform — not just scrolling, but actually creating. I found other Gen Z creators who were killing it — speaking at conferences, working remotely, running their own businesses. I started studying them like you’d study a successful entrepreneur: how they wrote, how they told stories, what they posted.

Eventually, I saw the opportunity to carve out my own space, especially as a Gen Z woman talking about AI. That combo was not common. So I thought, “This is my shot.”

ChatGPT was starting to pick up steam. I asked the chatbot to help me build a personal brand strategy, just like a company would. The initial prompt: “Can you help position me as a LinkedIn thought leader? I want to be seen as an expert in AI, personal branding, and Gen Z career content.”

With rounds of iteration, that plan transformed my career. Today, I have a presence that reaches over 140 million people on the platform. I’ve partnered with LinkedIn, been featured in Fortune and CNBC, and run workshops for women around the country — all because of my personal brand.

So, how exactly do I use AI to build my brand? Below, I’ll share the framework I followed.

How to Build Your Personal Brand and Where AI Can Help (Step-by-Step)

1. Clarify your core values and message.

Everyone says, “Pick one niche.” I disagree. I think you should have three key things you talk about. For me, that’s AI, personal branding, and Gen Z.

I used ChatGPT to explore tone and values. I’d even ask things like, “What does my writing sound like?” or “Can you rewrite this in the tone of Virginia Woolf if she went to Harvard?” It was fun and clarifying.

When you’re getting started, I recommend compiling this information into a document with brand guidelines. You can have AI help you create this style guide. When you’re stuck, you can just scan your Google Doc and get back on track.

2. Build a visual identity.

I hopped into Canva and treated myself like a brand. I created a LinkedIn banner that clearly stated my niche: Gen Z woman in business.

It’s wild to me how many people leave that banner space blank — it’s such valuable real estate. I made sure to include my email, so people knew how to reach me.

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I recommend working with AI to find aspects of color psychology and fonts that support your brand. I went with the blue, which is associated with trustworthiness. I recommend chatting with AI about the brand values you’ve defined. You can then ask ChatGPT to recommend a few banner elements that double down on your messaging.

3. Create consistent, thoughtful content.

At that point, I went back to ChatGPT and said, “Can you give me 20 post ideas based on these pillars?” I then used those topics as a jumping-off point for my posts.

I pull from current events — what’s happening in AI or Gen Z culture — and tie it to my brand. That makes my content feel timely and thought-leader-y. Remember: You’re not just creating evergreen posts to fill space. You’re speaking to a moment.

4. Set a posting cadence (even if it’s loose).

I‘m not super rigid with scheduling — I post when I’m inspired. But, some people prefer more structure. Both approaches can work, but I‘ve found that consistency matters more than frequency. Be sure to post a few times a week when you’re starting out, even if you’re not scheduling specific days.

Think about your tech stack, too. Are you going to use scheduling tools? Automations? I recommend working with AI to brainstorm your content and craft your posts. You can then use a scheduling tool, like Hootsuite, to make sure posts go live.

5. Track what works.

Creator Match, founded by creator AJ Eckstein, has an awesome Chrome extension that I use to track post analytics. I have the option to evaluate my performance and track other creators in my niche. It’s like doing competitive research, but for personal brands. If you want to grow, you need to understand what’s working across the platform.

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Creator Match can give me an overview of my profile, including how frequently I’ve posted and how often certain words appear in my posts. I can then take a look at how people interact with what I create. That includes tracking engagement across post types.

I even have the option to search by keyword, so I can better understand what topics get the most traction from my following.

6. Engage with your community.

Comments are gold, so I try to respond to everyone. These are the people building your brand with you. I’ve had some of my best opportunities come through comment sections, not DMs or emails. I can then understand what’s top-of-mind for my audience, allowing me to come up with more ideas for posts that resonate.

I’m able to build my network, make the people engaging with my posts feel seen, and identify hot topics that keep the content engine running. It’s win-win-win!

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And yes, I’ve even used ChatGPT to respond to hate comments. I’ll say, “Can you help me respond in a graceful yet firm tone?” It’s a great tool for crafting the right message, especially when emotions are running high.

Why You Should Think of Your Brand as an MVP

A lot of people wait until their brand is “perfect” before they post. But, I treated my personal brand like an MVP (minimum viable product). I just got it out there. I iterated along the way. I changed my banner, my headline, my content style — all in real time.

A great example of this is my LinkedIn headline.

At first, it was vague: “Helping creatives and agencies…” But, I needed to get more specific. After taking a course from Justin Welsh (yes, I actually bought a course), I refined it.

I landed on a version that spoke directly to the people I wanted to reach — women interested in AI and career empowerment — with the phrase “I help women leverage AI to build powerful personal brands.”

That small shift helped my audience find me.

Source

The Scale Only Happened Because of AI

After just four months of posting on LinkedIn, I got invited to their headquarters. They told me, “You’re a pioneer in AI because of your content.” That blew my mind.

By then, I had already hit over 3 million impressions. Fast forward to today: I’ve reached over 140 million impressions. The scale I’ve experienced in the past few months — the reach, the content, the impact — wouldn’t have happened without the help of AI.

Before, every new idea or project came with friction. I’d hit a hurdle and either get stuck or need to wait until I had more time or support. But once I started using AI regularly, those hurdles started to dissolve. I could workshop ideas instantly. I could brainstorm faster, clarify a story arc, or get to a rough first draft in minutes — even when I only had a few hours after work.

I now get around 10 DMs a day from women saying, “You made me less scared to try AI,” or “Your content helped me take a leap I’ve been putting off.”

And yes, I left my corporate job because my personal brand now supports me.

The reason I keep showing up is simple: I want to inspire more women — especially founders — to share their stories. I want LinkedIn to feel less male-dominated and more like a space where women can show up boldly, confidently, and strategically.

AI helped me get my voice back after being laid off twice before I was 25. It gave me autonomy over my career again. Now, I want to help other women use it to do the same.

That’s my story. And, we’re just getting started.