Artificial Intelligence is hot in the streets. Straight gas. Sigma.

(I haven’t yet adjusted to being in my mid- late-thirties.)

Anyway…AI is one of the most talked about topics in the world. 

One search for “artificial intelligence” on Twitter (I’m not calling it X) and you’ll be introduced to articles on how AI is shaping the future of healthcare, art, food, and more.

We shared last time that Ahrefs reported searches for the term “AI” doubled over six years. 

Recent months have made this doubling look like child’s play.

Statista reports that since June 2022, searches for the term “AI” exploded by 283.5%.

Find more statistics at Statista.

How the B2B AI Market Has Evolved

In late 2021, AI was more of a marketing buzzword than a fully realized tool—used to dazzle without much substance behind it. Some brands treated AI like a shiny object, drawing attention without delivering real results.

Today, the landscape has shifted. 

While there’s still work to be done, the days of empty AI promises are fading. Companies are now leveraging AI in meaningful ways, from boosting efficiency to driving smarter decision-making and unlocking new growth opportunities.

Still, there are questions to be asked and answers to be had.

Fortunately, this is something that NetLine has greater visibility into. 

The Challenge

Better understand the…

• AI software market beyond its current buyers.
• Priorities where organizations are allocating resources towards.
• Top challenges in managing and using AI Software.
• Timeframe for additional investment.

The Goal

• Identify and understand how leading IT decision makers use or intend to use AI software and whether they intend to increase their investment any further within the next 12 months and beyond.
• Such observations should exclusively be captured via first-party interactions with IT buyers as they voluntarily registered and consumed related content. 

How B2B Decision-Makers View AI Investment

According to NetLine’s buyer-level intent data, AI investment was riding high in late 2021, with nearly a third of businesses expecting to adopt it within 12 months. 

2024 tells a very different story. 

Today, over 60% of companies are delaying AI investments for more than a year, signaling a shift from short-term enthusiasm to strategic caution.

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Despite all the AI-hype, more than 60% of B2B companies are delaying AI investments for more than a year—signaling a shift from short-term enthusiasm to strategic caution.
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There are a few major factors behind this shift:

• Strategic Focus: Companies are aligning AI investments with long-term business goals.
• Data Privacy: Businesses need clearer understanding before committing.
• Market Maturity: As AI solutions advance, understanding how to use them effectively remains a challenge.

While the market’s focus in 2021 was on quick wins like automation, today’s conversations have shifted toward scalability, long-term value, and cybersecurity—factors that were barely on the radar before. 

The timeline data makes one thing clear: B2B companies are in no rush to adopt AI.

Companies now prioritize thoughtful integration and future readiness over rapid adoption.

With 61% planning investments beyond 12 months, they’re prioritizing strategic preparation over quick wins. Meanwhile, 20.6% expect to invest within 6-12 months, suggesting growing momentum among those who’ve already begun laying the groundwork.

However, with only 10.2% planning action within 3-6 months and 8.2% ready to invest sooner, AI adoption remains complex and costly, requiring significant planning and budget alignment.

Marketers need to position themselves as guides, helping companies navigate these challenges and reinforcing the long-term value of AI—making thoughtful integration the focus, not rushed ROI.

NetLine isn’t the only business observing this delay in investment. 

According to the Content Marketing Institute’s B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025, more than half of B2B marketers (56%) plan to prioritize AI-powered automation in 2025.

Another 21% view it as a low priority, while 11% don’t prioritize it at all. 

While the figures are not identical, they’re clearly related:

• NetLine: 39% of Respondents Prioritizing Over Next 12 Months
• CMI: 41% of Respondents Prioritizing Over Next 12 Months

Which Job Levels Prioritize AI Investment?

The real standout in NetLine’s data is the level of seniority among respondents.

Based on the responses, AI software decisions hold the attention of top-tier decision-makers across industries—demonstrating its growing importance at the highest levels of leadership.

• C-Level executives make up nearly a third of respondents, signaling strong buy-in from those steering the company’s direction. 
• Directors (23%) and Managers (16.5%) were eager to respond, highlighting that AI is being discussed at multiple leadership tiers. 

While not on the same level, VPs (8.4%) and Senior Managers (4.4%) were significant contributors, confirming that AI is a cross-functional topic—engaging everyone in how AI might shape their future strategies.

Let’s dive further into the details on how B2B professionals responded to these questions.

What are Your Top AI Software Priorities You Are Allocating Resources Towards?

B2B companies are leaning into AI for security and efficiency.

With 18.8% focused on managing risks and cybersecurity, businesses are treating AI as more than an operational tool—it’s a shield against evolving digital threats. At the same time, 16.5% are turning to AI to automate routine tasks, highlighting their push for greater productivity and strategic bandwidth.

Key priorities include:

• Automating & optimizing routine tasks (10.7%): AI frees teams from repetitive work.
• Improving decision-making (10.7%): AI helps businesses act faster with better insights.
• Leveraging ChatGPT & emerging tech (6.4%): Interest is growing, but cautious adoption prevails.
• Responsible AI (2%): Ethics remains a low priority, signaling a need for greater focus.

For marketers, the opportunity lies in helping businesses adopt AI responsibly—addressing both practical automation needs and governance challenges. Companies need solutions that balance efficiency with ethics, aligning AI efforts to their long-term goals and values.

What are Your Top Challenges in Managing and Using AI Software?

Managing AI software is revealing some clear friction points.

• Data management tops the list (29.5%), highlighting that even with advanced tools, wrangling data into meaningful insights remains a pain.
• Transparency issues (22.3%) with evolving algorithms show that trust in AI isn’t automatic—teams need to understand the “why” behind the outputs.
• Meanwhile, automation optimization (7.8%) and the rise of tools like ChatGPT (6.7%) present both opportunities and headaches.

AI promises efficiency, but these findings suggest that success depends on getting the foundation right—clean data, clear insights, and trust in the technology.

Key Takeaways for B2B Marketers

Let’s not get it twisted, here: AI investments are inevitable.

However, most businesses remain in preparation mode. 

Helping them understand AI’s long-term value will set savvy marketers apart from competitors making premature claims.

AI investment is a long-term game. Marketers need to understand that businesses are focused on future readiness, not immediate wins. Vendors and marketers should align messaging to help businesses prepare for AI’s future potential, rather than rushing them toward adoption.

Implications for the Market

• Caution and Strategy: Companies are still ironing out their AI readiness and integration strategies, making education and thought leadership critical in this phase.
• Challenge of Justifying Immediate ROI: With many delaying investments, those claiming quick ROI may miss the bigger picture. Marketers need to demonstrate the value of long-term, well-planned AI investment.

Priorities and Challenges

The delay in AI adoption reflects concerns around:

• Integration: AI needs to work seamlessly with existing systems, and businesses are cautious about the complexities of making it happen.
• ROI Uncertainty: Without immediate value, businesses are hesitant to invest, which is why proving long-term benefits will be critical.

Don’t Confuse Patience with Apathy

While there’s still work to be done, the days of empty AI promises are fading. 

Companies are now leveraging AI in meaningful ways, from boosting efficiency to driving smarter decision-making and unlocking new growth opportunities.

How This Data Was Captured

NetLine’s INTENTIVE platform offers B2B marketers unmatched, real-time visibility into buyer-level intent by combining first-party data with online and offline insights. It tracks behavior across 11,000+ topics, 247 industries, and over 100 million offline activities via Informa events. Key features include:

• Buyer discovery and prioritization tools to target in-market buyers.
• Event Intent for tracking offline engagement, adding a layer beyond digital signals.
• Dedicated integrations and automated notifications to streamline outreach.

By focusing on “who, what, where, and when” buyers engage, INTENTIVE removes the guesswork, helping marketers act faster and with more precision to drive revenue.

Move beyond account-level data and start your buyer-level intent discovery journey—explore our site for more details.

Several months ago, I tested several AI logo generators and documented my experience. Then my friend Michael Randall, a graphic designer, read the post, and I‘ll just say he wasn’t thrilled about it.

“[Expletive] logo generators? We’re doomed,” were his exact words.

I ended that blog post by clarifying that businesses should use actual graphic designers when designing their logos to stand out. And I stand by that, so hopefully, that gave him more faith in humanity and our friendship.

That said, I wanted to ask my friend for his perspective on AI in graphic design. So, here are some of Michael’s thoughts mixed in with my findings from other sources.

After reading, if you’re curious about integrating AI into your own workflow, check out our various HubSpot AI tools to see if any can help with your next big campaign. 

AI Graphic Design: What is it?

AI graphic design is exactly as it sounds. It’s the use of artificial intelligence to generate graphics such as infographics, ads, logos, and other forms of visual art.

The logos I created in my previous post via AI generators are examples of AI graphic designs.

How will AI affect graphic design?

According to Randall, many graphic designers already see AI’s negative impacts on the industry and fear it could cause more future problems for artists and designers.

“Designers are getting pretty stressed,” he says. “Since the pandemic, there has been a shift. Many freelancers and independent business owners have lost work in a way you would expect because of the pandemic, but then AI started to really explode.”

Randall says AI is seen as more accessible or cheaper to business owners than hiring an actual graphic designer.

“Creating a brand identity for less than $5 is something most people would jump at compared to hiring a professional for hundreds of dollars—and the latter price is justified because graphic design is labor, but people don’t think of it like this.”

Therefore, there‘s a concern that AI’s promises of accessible, affordable, and fast graphic designs could further devalue artists in the design industry.

However, some designers say the future of AI in graphic design is less clear and maybe even less dystopian. In a YouTube video, graphic artist Will Paterson said whether AI could replace designers is tricky, and no one truly has the answer.

“All I can say for certain is that despite your beliefs of generative AI—whether it’s good or bad—to say competitive and to be in the industries that we want to be in, we need to see it as a tool that can change the art and design process,” he explains.

Paterson then sites new AI graphic tools and platforms like Adobe Firefly, which only uses licensed images as its data model.

“Adobe is, thankfully, turning the conversation to more of ‘How can I make AI help creators create?’ instead of ‘How can I make AI create for us?’” he says. “I don’t know whether we’re being replaced in the future. I believe we won’t be, but we’ll just have to find out.”

The Pros and Cons of Using AI in Graphic Design

The future of AI in graphic design is a bit ambiguous, but one clear thing is that AI is here to stay.

According to Marq, last year saw an unprecedented surge in demand for AI design tools, with the search volume for AI design-related tools and software increasing by 1700% from 2022 to 2023.

Furthermore, a recent Canva survey found that 75% of global marketing and creative leaders agree that AI is essential to their creative toolset.

So, designers and business owners must weigh the pros and cons of using AI when integrating it into their marketing or designs.

One benefit of AI in graphic design is that it can help artists speed through repetitive or tedious tasks. Even my friend Michael has found a use for it in his work.

“I work in architecture, particularly signage and wayfinding,” he explains. “I take photos of existing spaces and do mock-ups. Instead of doing the hard task of removing a person or other existing elements in the photo I took, I can use the generative fill to cut through that task pretty easily.”

He stresses, “That’s the only context in which I use AI in graphic design.”

Another pro is that it can make graphic design more accessible for newbies and small business owners.

For example, I’m not the most design-savvy person. I like to think I have an eye for color and a strong enough sense of style to know how to fit different elements together like puzzle pieces.

However, I lack the expertise to make gorgeous designs like those of trained artists like my friend or other graphic designers.

So, I benefit greatly from platforms like Canva that boast various AI-driven design tools that help me create featured images, YouTube thumbnails, and high-quality social media graphics that are easy on the eyes.

I’m especially fond of its Resize and Magic Switch tool, which allows me to swap formats, languages, and dimensions in my designs in seconds.

However, one con is that an overreliance on AI in graphic design can result in materials devoid of creativity or originality. For example, I tested five AI logo generators and found that all their designs yielded similar results and created ultimately uninspired logos.

Another major con is that AI is flawed and can generate images that are, for lack of a better term, wonky. My colleague Ramona Sukhraj tested AI image generators recently, and they created some hilarious (and creepy) images.

When to Avoid Using AI in Graphic Designs

My friend Michael is pretty straightforward regarding the use of AI.

“It can only be ethical when you are using it to do a task that is not particularly skill-based, you’re shortening tedious work, or you’re using it to do things that are impossible for a human to accomplish,” he says.

In other words, avoid using AI to replace human work. Instead, use it as an assistive tool that helps designers work efficiently.

So, what does the future hold for AI in graphic design? Who really knows? I believe AI will eventually become a commonplace tool for designers, like tablets and digital pens. But I don’t believe it will be able to fully replace real graphic artists.

AI can generate but doesn‘t host creativity the same way the human mind can, and we’ll always need designers’ creativity to craft images that will stand out against competitors.

That said, Paterson was right in that artists should use it as a tool to remain competitive.

The future of conversion rate optimization is here — and it’s driven by AI. From personalized video to scalable email outreach, learn how to maximize conversions with AI CRO.

If Kieran and I were to invest our marketing budget anywhere in the next 6-12 months, it would be in AI Conversion Rate Optimization (AI CRO).

In fact, we believe in AI CRO so strongly, that we easily rank it above other marketing growth strategies like organic search, paid performance, brand marketing — even product marketing. The return potential is simply unmatched, with some experiments seeing conversion rate increases of 50-100%.

Now, I know what you’re thinking: CRO has been a marketing staple for decades.

And you’re right. But AI has turned the process completely on its head, offering new levels of personalization, scaling, and automation that weren’t even fathomable a year ago. The result? A faster, smarter way to turn curious visitors into loyal customers.

In a recent Marketing Against the Grain episode, Kieran and I break down what AI CRO is, key areas where it’s transforming marketing, and advice for integrating it into your marketing strategy.

What is AI conversion rate optimization and why does it matter?

AI-powered Conversion Rate Optimization (AI CRO) uses artificial intelligence to increase conversion rates by analyzing massive amounts of data and identifying key customer patterns, like recurring behaviors or connections between different touchpoints.

Based on these insights, AI then identifies conversion opportunities — like adjusting landing page content, email messaging, or the sequence of campaign interactions — to better match user behaviors and preferences.

In our opinion, what makes AI CRO a particularly potent strategy is the scale of its impact. For example, at HubSpot, our AI-generated email campaigns delivered a 94% higher conversion rate than the non-AI test control. Now that’s what Kieran and I call a game changer.

3 Key Areas Where AI is Transforming CRO + Tool Recommendations

You’re probably already using Generative AI for marketing to some extent — but we’re here to tell you that you should be doing it more. Here’s how.

Chatbots and the User Journey

When it comes to delivering real-time, personalized support, AI chatbots are one of the most powerful tools in AI-powered CRO. These bots simulate human-like interactions, provide 24/7 assistance, and offer users the exact information they need, when they need it, in a way that feels personal and efficient.

For example, features like HubSpot’s AI Chatbot can handle everything from answering customer questions to making personalized content recommendations, all in real time, which ultimately improves the overall user experience.

While some companies worry that chatbots might feel impersonal, our AI chat experiment at HubSpot actually showed the opposite, with a >50% improvement in the value per chat, customer satisfaction (CSAT) scores that matched human-led interactions, and a 43% boost in chat conversion rates.

Email Personalization at Scale

“Personalization of messaging — and at scale — is a great AI CRO application,” says Kieran, explaining how AI helps marketers draft and tailor marketing and sales messages for different audiences. “Whenever you’re able to message customers in a personal way always works really well.”

Generative AI tools like GPT-4 and Claude AI make it easy to scale personalized email campaigns with minimal manual effort, ensuring that each message feels relevant and timely to the recipient.

Video Content Generation

We’ve often discussed how AI video is disrupting the marketing industry. So it should be no surprise that using AI video marketing tools to create and customize video content is a leading strategy in AI-powered CRO.

For example, tools like HeyGen and Infinity AI help marketers quickly create videos for campaign or product pages that lack them — or to personalize existing videos for different customer segments. Video content keeps visitors on your pages longer, leading to higher user engagement and conversion rates.

Our Advice for Navigating AI CRO

AI CRO has enormous potential, but without the right approach, it can fall flat. Here’s what Kieran and I have learned about harnessing AI to drive real conversion results.

1. Act early to gain an edge.

Incorporating AI into your CRO strategy now — not tomorrow or next week — gives you valuable time to experiment, iterate, and fine-tune your approach while others are still playing catch-up.

“If you look at companies that were truly early AI adopters and integrated it into their outbound prospecting systems … their growth has been pretty meaningful,” says Kieran. “But as AI becomes more mainstream, things will get saturated, and companies will all reach the same sort of level.”

Get in early, and you won’t just be learning; you’ll also be defining how AI-driven CRO will shape your industry.

2. Think like Spielberg: Be a creative problem solver.

Things won’t always go as planned with your AI CRO strategy, especially in the early experimentation phases, so being able to pivot and creatively problem-solve is key.

Kieran shared an example of how Steven Spielberg faced a major setback when the mechanical shark broke while filming Jaws. Rather than letting the problem halt production, Spielberg rewrote the script overnight, using yellow barrels to represent the shark’s presence — a creative solution that is now an iconic part of cinematic history.

“So are you a problem solver?” asks Kieran. “Or do you let problems stop you from doing the thing you truly want to do?”

By staying agile, testing different strategies, and pushing forward, you’ll discover new — and sometimes, even better — solutions. 

3. Study the future and the past.

As marketers, it’s easy to get caught up in the day-to-day and lose sight of long-term strategy. But if you really want to grow your AI CRO efforts, you need to focus on the future and the past — and not get stuck in the minutiae of the day-to-day.

Studying the great marketers from history can reveal patterns that inform your future strategy. For example, Kieran and I often discuss how Dietrich Mateschitz, founder of Red Bull, turned an energy drink into a $16 billion empire.

History tends to repeat itself, and those who understand the past will be better equipped to anticipate where the next big opportunities lie in an AI-powered future.

To learn more about how you can use AI to optimize CRO, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.

When I think back to my school days when we were asked to complete research papers using good old-fashioned books from the library, and I genuinely don’t think I could do that today.

I’ve become so accustomed to the wide accessibility of information on the Internet that I’m willing to do anything to maintain that access, including risking inaccurate information or an inefficient experience.

And I’m not the only one who feels this way.

In HubSpot’s Consumer Trends study surveying more than 700 consumers in January 2024, 78% of consumers said they search for brands online using a search engine like Google, and 79% use search engines like Google to search for answers to questions, as opposed to AI chatbots or social media.

However, only 51% find search engines like Google very effective at answering their questions.

This means many of us blindly use Google because it’s what we know best and not because we think it’s good at what we need it to do. But we don’t need to suffer anymore — there are tons of great search engine options that aren’t Google.

Table of Contents

• What to Look For in an Alternative to Google
• What are the best alternatives to Google?
• 6 Tips for Succeeding Off Google Search as a Brand

What to Look For in an Alternative to Google

1. Ad-Free Experience

Google has become quite an oversaturated advertising platform, and it makes sense why. The platform can increase brand awareness by up to 80%, so it’s not shocking that 96% of brands use Google Pay-Per-Click Ads.

While it’s great as a business owner or marketer to use this strategy and can also be beneficial to consumers as a way to discover new brands, I can also sympathize with the frustration of struggling to find the best and quickest answer to a question because I’m bombarded with only slightly relevant links.

Therefore, looking for search engine alternatives that limit the ad experience or support no ads can be ideal to increase the efficiency and efficacy of your search journey.

2. High-Quality Answers

It’s quite interesting to me that, as a society, we’ve developed such a habit of searching queries on Google. After all, in my experience, I rarely receive a direct answer to my questions on this search engine.

Yes, Google can direct me to countless resources that likely have the answers I’m looking for, but it only occasionally populates the best answer when using its AI model Gemini.

I’ve found that Gemini doesn’t always automatically weigh in on my search results, so I then need to skim through various links and select random websites to come to conclusions.

Top search engines should do this work for me by analyzing all the available resources online and offering high-quality answers to my questions.

3. Privacy

Privacy is a real concern for many consumers. 75% of consumers agree that data privacy is a human right and that they should have complete control over how a company uses their data.

While 85% of adults globally want to do more to protect their online privacy using services like Google, 62% believe it’s impossible to go through their daily lives without companies like Google collecting their private data.

There is a way, though, to take more control over your privacy: by using a search engine that emphasizes and specializes in data protection. This is an important consideration when looking for Google alternatives.

4. Special Features

While the main purpose of using a search engine is to search for answers and information, many other traits can set a platform apart from competitors.

For instance, some search engines have an environmental focus and will put ad revenue towards eco-friendly causes, and the same applies to all sorts of charitable causes.

There are also family-friendly search engines, AI search engines, news-focused search engines, and many more options that can align with your interests and needs.

Once you’ve assessed which of these considerations are most important in your review of new search engines, take a look at my list of the best Google alternatives.

What are the best alternatives to Google?

Best Ad-Free or Low-Ad Search Engines

1. Kagi

Kagi stresses high-quality, accurate search results without any ads. To maintain its ad-free status, the platform charges a subscription fee of $5 per month which replaces the required revenue to run the platform that would otherwise come from advertising.

I set up my account and opted for the free trial which allows for 100 search results. Then, I was able to customize the appearance of the search engine in many ways.

After I updated some of these settings, I searched for my first test question.

What I Like

• Being able to customize my search experience on Kagi is unique. I never realized how much of a difference it makes when I can update whether or not I see the website’s icon or full URL in the search results. This makes Kagi feel very personalized and user-centric.
• The interface closely resembles Google, so it should be easy for users to adapt to this new search engine.
• Rather than click through multiple pages of search results, I just kept scrolling down to see more and more URLs. I enjoyed this, as I’ve realized I often get dissuaded from looking beyond the first page of search results on Google, which limits my results.
• Kagi lists the date the website was published, which quickly helps me decide if it’s appropriate to click on.

What I Don’t Like

• It’s not ideal to have to pay for a subscription, and I’m not sure many people will feel inclined to do so when there are so many free alternatives. However, it makes sense why they have this model, so they can avoid advertising — which is what many other businesses like streaming services do.

Pricing

• Starter plan: $5/month (300 searches per month)
• Professional plan: $10/month (Unlimited searches per month)
• Ultimate plan: $25/month (Unlimited searches + Kagi Assistant)

2. Mojeek

Mojeek is not completely ad-free as it does display some text ads in search results. However, the ads on this platform are based only on search keywords and location and not on any data pulled from the user search engine.

Mojeek is also much less ad-intensive than other search engines, like Google. It has its own web crawler and information index. Unlike Google, Mojeek has an independent ad platform where brands can place ads directly on and separately from major search engines.

What I Like

• Mojeek is very straightforward and no-nonsense. As soon as I entered this search engine, I could immediately begin searching, so it was quick to learn.
• Its interface also closely resembles Google, making it easily recognizable.
• The “Summarize these results” feature, which shows up on the right side of the screen beside the search results, uses large language models to generate a summary of the search results. This is a great way to incorporate AI for those like me looking for it, while also providing a straight search engine experience for others.

What I Don’t Like

• Mojeek gives options to search the same query with other search engines, such as Brave or Startpage. I found this quite odd as it encourages users to leave Mojeek for competitors.
• Since Mojeek isn’t fully ad-free, I don’t think it’s as impressive an option as Kagi.

Pricing

• Free

Best Search Engines for High-Quality Answers

3. Perplexity

Perplexity is an AI search engine that collects, analyzes, and deconstructs information from various sources to provide a high-quality, human-like response to any question or prompt. It’s more than a regular search engine as its AI power means you don’t need to scroll through and skim various links to answers.

Perplexity combines the communication and synthesis abilities of a chatbot like ChatGPT with a search engine’s web crawling and information-gathering capabilities to provide precise and detailed responses to any prompt.

What makes it a strong Google alternative is that it, too, doesn’t rely on an innate knowledge base but can quickly scour the internet for relevant, related sources to pull together its findings.

What I Like

• The interface is reminiscent of ChatGPT, which is a plus for users like me who have already mastered ChatGPT.
• Despite being an AI search engine, unlike some other Google alternatives on this list, Perplexity does promise accurate answers. It cites sources at the top of each answer and throughout its copy, so I can review the source material myself.
• Compared to regular search engines, Perplexity saves me so much time. It’s way more efficient to receive a straightforward answer rather than clicking through several potentially useful links on Google.
• Since Perplexity is AI-powered, it comprehends my questions and prompts — even when misspelled or grammatically incorrect — much more easily than Google, which regularly needs to ask me “Did you mean…?”
• Perplexity is currently ad-free. While it has plans to introduce ads in the future, it intends to integrate native ads into its “Related Questions” section in a manner that doesn’t disrupt the natural user experience.

What I Don’t Like

• Some of the smarter AI capabilities are only available for Perplexity Pro users.

Pricing

• Standard plan: Free
• Professional plan: $20/month

4. Wolfram Alpha

Wolfram Alpha is a search engine that specializes in computational knowledge. It can provide very detailed responses to questions related to data, math, sciences, and other factual topics. For instance, I selected the topic “Food & Nutrition,” as seen below.

As you can see, this powerful engine can access very specific, detailed information about a wide variety of topics. There is information on this search engine that I never would have even thought to search for.

Since this search engine is so intelligent, I did try searching some basic questions to see how it would handle them. First up, I checked the average rent in New York City.

Next, I tried a more niche question that I felt was still computational:

Lastly, I tried something I might most commonly lookup on a search engine like Google, but was left empty-handed:

What I Like

• Wolfram Alpha certainly has high-quality answers and a wide range of types of answers. For instance, for “Transportation” I was able to find out total road lengths in any given country, gasoline price data, various computations on airlines, data on any region’s railroad systems, and much more.
• I could choose from a set list of topics when I wasn’t sure what to search for, which helped me hone in on a matter and use the pre-chosen examples to guide my search.
• This search engine would be especially helpful for students, professors, and researchers who need to learn a lot of information about a very specific subject.

What I Don’t Like

• As a regular consumer, this search engine doesn’t provide the answers I may need on a daily basis. It was unable to comprehend most of my basic queries, which are the types of train-of-thought questions I would normally search for on any other search engine.
• It has an outdated appearance along with some blurry visuals.

Pricing

• Basic plan: Free
• Pro plan: $5/month (Includes step-by-step solutions, increased computation time, and calculator Web Apps)
• Pro Premium plan: $8.25/month (All features, including priority customer support)

Best Search Engines for Privacy

5. Startpage

Startpage is unique because it doesn’t have its own index of websites or web crawler. Instead, it acts as a middleman between users and other search engines like Google.

How it works is that it submits your question on your behalf to other search engines, so that you can protect your anonymity. Therefore, you will receive Google and Bing search results while maintaining your privacy from the data tracking practices from which those search engines profit.

It’s basically the equivalent of searching in “incognito mode,” but without the hassle of having to remember to switch that mode on.

What I Like

• Startpage has a very clever privacy model that helps it guarantee no cookies, trackers, website fingerprinting, price tracking or optimization, or social media tracking.
• For users who are having a hard time letting Google go, but want increased privacy, this is the perfect option. You’re still getting the same search results as you would on Google or Bing while having Startpage perform the searching for you as a helpful assistant.
• The interface is modern, sleek, and more attractive than other search engines I reviewed.

What I Don’t Like

• If you’re looking to switch away from Google for any other reason besides privacy concerns, this may not be the option for you, since it’s basically the same platform and search results as Google.

Pricing

• Free

6. Brave Search

Brave Search boasts security and privacy while browsing the internet, which it manages to do by not tracking users or any of their searches. Brave Search can’t share or sell personal data because it never gets collected in the first place.

This is helpful for those who work from public computers or networks. It can also be attractive to those interested in both privacy and AI, as the platform introduced Answer with AI earlier this year. This feature has quickly become one of the largest AI solutions.

What I Like

• Brave Search has a standard appearance similar to other search engine options on this list and major ones like Google.
• It prioritizes privacy with a fail-proof strategy that allows for complete user protection while still using its own independent web crawler and index.
• The AI assistant, when able to be used, is very intelligent and good at summarizing the many search results into a cohesive response.
• While Brave Search does support paid ads, it guarantees that the ads are designed to be anonymous and that the platform won’t report any user data if users view or click on the ads.

What I Don’t Like

• Answer with AI is not available for all queries, which was a bit disappointing for me. For instance, I searched “best large, leak-free water bottles” and was told that AI was “unavailable for this query.” This might also discourage others who expect an AI assistant to always be effective.

Pricing

• Standard plan: Free
• Premium plan: $3/month (Ad-free search results)

Best Search Engines With Special Features

7. OceanHero

OceanHero is an incredible search engine with an environmental purpose. It generates revenue through search ads and donates the proceeds to organizations like PlasticBank who are dedicated to collecting plastic to clean up oceans.

OceanHero turns searching into a challenge. You can work towards earning as many shells as possible. Once you’ve collected 100 shells, your bottle counter increases by one to reveal how many ocean-bound plastic bottles you’ve helped rescue.

On average, five searches or 17 new tabs in the browser extension contribute to recovering one plastic bottle.

First, I had to add OceanHero as a Google Chrome extension.

Then, I followed the instructions to begin using OceanHero as my primary search engine.

What I Like

• Since OceanHero gets added as a Google Chrome extension, it’s the most natural Google alternative. I can search queries directly in my Chrome search bar, and my browsing experience doesn’t change at all. My searches just get entered through OceanHero, rather than Google, making it a seamless transition.
• OceanHero has such an important purpose that is a joy to be a part of. I’m going to be searching various questions and prompts daily anyway, so I may as well contribute to some positive change while doing so!
• The idea of making ocean plastic reduction into a game by having users collect shells and bottles adds a fun, competitive edge to this search engine.

What I Don’t Like

• Having to add OceanHero as a browser extension may deter some folks from wanting to adopt it.
• Other than its strong environmental mission, OceanHero almost exactly resembles the Google searching experience, for better or for worse.

Pricing

• Free

8. Swisscows

Swisscows is unique in that it boasts family-friendly content, so users can feel confident in allowing their kids to use the search engine freely. In addition, this search engine has a charitable edge.

The heart icon at the top of the browser keeps track of a user’s number of searches. The search engine states that, on average, 50 searches help finance a meal for a child. You can read more about Swisscows’ social projects, impact, and donation opportunities here.

What I Like

• I originally expected Swisscows to have a kiddish appearance due to being family-friendly, but it looks like any other search engine on this list. This makes it more appealing for adults who want to use this platform as well as their kids.
• The social impact of Swisscows makes it a no-brainer to use. I get to search my numerous queries daily and know those random searches contribute to important social causes benefiting children.
• The search results are organized cleanly, with an icon photo to the left of the headline, a couple of lines of description, and, below that, a shortened URL, post date, and the ability to open up an anonymous preview with an AI-based description. This format is unlike any other I’ve seen and provides you with as much information upfront as possible.

What I Don’t Like

• I found this to be one of the slower page load times of the search engines I tested.
• If you also want an ad-free experience, this search engine does, unfortunately, include ads.
• I also found that the “Ad” labels are small and at the bottom of each link, rather than at the top like with Google, which can be misleading.

Pricing

• Free

6 Tips for Succeeding Off Google Search as a Brand

While I’ve gone over the pros and cons of using these eight search engines as a consumer, it’s equally important to know how best to operate them as a brand.

Read on for some of my tips on successfully optimizing for these Google alternatives.

1. Produce high-quality, engaging content.

It may seem obvious, but the most important part of your search engine strategy should be creating content worthy of a search. In such a crowded marketplace, with users having to decide between dozens of sources with near-identical information, it’s difficult to stand out without quality content.

Employ search engine optimization (SEO) to ensure you’re creating content around topics that users are interested in. And, while it’s important to incorporate those keywords, make sure the language on your websites, blog posts, or other platforms feels authentic and natural.

For instance, when I write my HubSpot blog posts, I integrate my opinions and experience, while still hitting keywords, which results in personalized and useful content. I also always write in my natural tone of voice to sound like my authentic self and not a robot.

2. Diversify your keyword strategy.

Speaking of keywords, it’s important to broaden the types of keywords referenced in your content. While it’s easier to plug single-word keywords into any piece of content, it can be more profitable to incorporate longer phrases.

Long-tail keywords are typically three or more words and have lower search volumes. However, they make up a larger percentage of searches when combined and are more likely to result in conversions, since the keywords are so specific.

3. Improve your search ranking with backlinks.

Backlinks are created when another website links to your website. As an example, this is now a backlink for Backlinko.

Backlinks are important as they can show users that your content is reputable. The best way to get backlinks is by giving them back to other trusted sources. Build important partnerships with brands for a mutually beneficial relationship.

4. Update your web experience.

As seen in this post, each search engine has a different appearance and format. This will impact how your content shows up in users’ search results. Therefore, when targeting a new search engine, you must update your content’s web experience.

For instance, some search engines like Kagi show the date of publication upfront in search results, which encourages me to refresh my content regularly so it appears recent and reliable.

Other search engines like Swisscows include a photo icon in search results, so I would want to confirm I have a high-quality, clear, relevant photo chosen alongside the URL.

5. Consider relevant, niche search engines.

I mentioned that there are search engines with special features and purposes, like OceanHero and Swisscows. It can be to your benefit to include search engines in your strategy if their niches align with your brand’s niche.

I work at Nickelodeon, so I’d assume our team has optimized our content for family-friendly search engines like Swisscows. If I were to work at a nonprofit or AI company, I’d similarly want to include search engines in those niches in my strategy.

6. Stay up-to-date on search engine changes.

While Google was not the first search engine, it was an early contender and unique because its founders, two PhD students from Stanford University, developed PageRank, an algorithm that listed sites in order of the number of links to them.

Since then, dozens of new search engines have emerged with different focuses, algorithms, and solutions to problems. It’s imperative, as a brand owner, to stay on top of this ever-changing landscape and accordingly update your SEO strategy.

After all, Google introduced its first AI system, RankBrain, in 2015. Less than ten years later, there are countless AI search engines and standard search engines with AI capabilities. Having an eye on trends and improving user experience will always be a necessity.

The Search for a New Search Engine

When diving into this post, I was aware of some of these non-Google search engines, but my mind is truly blown at how many options there are.

While Google still has more than 90% market share, other search engines can provide unique, individualized experiences for those willing to give them a chance.

In particular, my favorites from this list are Perplexity, which I’ve already integrated into my routine, and OceanHero.

I think both show how search engines can take the common human action of searching queries and take that to the next level to improve users’ lives or the greater world.

Google may seem like the easy, obvious choice, but there is a lot of value in incorporating some of these other search engines to better optimize your content for search.

Between shifts in technology, the economy, and consumer behavior, 2024 has brought marketers a new level of uncertainty. I’m right there with you, and I’ve bought stock in Pepto Bismal.

So when I got the chance to chat with Christophe Combette, a director of product management at Google, I wanted to know what there is to be excited about in marketing.

His surprising answer? Data privacy and first-party data.

I know, I know. Mentioning those things to marketers right now is like kicking a hornet’s nest. Core updates. iOS changes. GDPR and CCPA. The unknown future of 3rd-party cookies. It’s like a wild, marketing-themed cover of that one Billy Joel song.

But Combette shared how these changes are making marketing better for consumers AND marketers alike — if you start soon and play your cards thoughtfully.

And guess what? I’ve got some data-backed tips on how to do just that.

Below, you’ll learn Combette’s perspective on how first-party data will help you crush your marketing goals while earning your customers’ trust by preserving their privacy. But first, let’s jump back to what first-party data even means.

“First-party data is the data your customers are knowingly sharing with your business,” Combette explained.

When I hear from marketers that haven’t tried a first-party approach, it’s usually because they don’t truly know what it is. And, consequently, they worry that they can’t leverage it for the kinds of strategies they’re used to.

Close your eyes and imagine building a high-performance campaign using all of the following, while still respecting your customers’ consent and privacy:

• Demographics
• Firmographics
• Website behavior
• App behavior
• Social media engagement
• Purchase history
• Feedback and survey insights
• Customer service interactions
• Loyalty and rewards program data
• Email engagement
• Etc.

Chances are, you’ve already got some good ideas in mind (you rockstar, you), and it wouldn’t take that much to get started.

With that data you could build a lookalike audience, run a re-engagement email, or create all sorts of clever segmentation or personalization. Since it’s all consentfully given, it respects your audience’s privacy. And since it comes from the source, you know it’s accurate.

And that isn’t even close to an exhaustive list.

(Side note: You’ll sometimes see a distinction made where data you gather is considered first-party, while data you’re given by customers is called “zero-party data.” To be honest, I find little value in separating the two. You should be using both and you’ll be combining them anyway.)

“You have this wealth of insights from your customers that’s aligned to your business outcomes,” Combette said. “And that combination together is one of the most powerful constructs.”

Let’s take a look at just how powerful.

4 Ways First-Party Data is Helping Marketers

When I referred to switching to first-party data as a challenge, Combette took a moment to gently correct me.

“I wouldn’t necessarily call it a challenge as much as it is a big shift in the industry,” He told me, adding with a grin, “Which comes with a big opportunity, and a competitive differentiator, if you nail it.”

And, in truth, that shift is more one of focus, rather than application. First-party data has been there all along, and many marketing teams are already using it to drive deep growth.

What’s shifting is that more businesses are getting on board.

“Some marketers have been very successful in building marketing strategies based on third-party identifiers, and first-party data is a shift for them,” he goes on. “But it’s an important one because you can derive a lot more insights from it.”

And chances are, you’ve already got the ingredients. All you need to unlock their insights are the right tools and a plan.

“It’s the data you’re already using to drive the business outcomes you want.”

Whether you’re switching strategies, or just getting started for the first time, here are some data-backed reasons to believe:

1. First-party data is more accurate and more relevant.

Marketers using first-party data are 93% more likely to say their team is outperforming their goals in 2024 than those who don’t use it, according to HubSpot research.

And 77% of marketers who use first-party data say it results in more personalized content and performs better than external data.

Combette counts off some use cases that really illustrate the value:

“You want to drive new customer acquisition? That information is one you can only see from first-party insights. You want to optimize towards lifetime value? It requires deep analysis of your first-party data. It’s not something you could do with third-party identifiers.”

2. First-party data fills in the gaps most marketers have.

It turns out most marketers are missing critical information on their audience—just 42% know their basic demographic information, and even fewer know their shopping habits, purchase history, and which channels they consume content/media on.

First-party data like that can be used to gain high-quality insights and deliver a highly personalized experience to your customers.

And since it’s collected directly from your customers, first-party data is highly accurate and unique to your company while still respecting privacy.

But for customers to give you their personal information, they need to trust you first.

3. First-party data fosters trust from consumers.

It’s no secret that folks are tired of seeing ads on every platform for something they casually looked up once.

Our Consumer Trends survey shows that close to half (45%) of consumers distrust companies with their website behavior and cookie data.

Using first-party data can make consumers feel safer sharing their personal information because it’s gathered with both their knowledge and consent — and used only by those they’ve shared it with.

Leveraging first-party sources will allow marketers to get higher-quality data while respecting consumers’ privacy, mutually benefiting both parties.

4. Marketing budgets are increasing to accommodate data privacy changes.

Both government regulators and consumers are demanding data privacy changes, and marketers are getting tossed around in the waves.

Luckily, execs are paying attention and giving marketers the budget they need to explore alternative measuring and advertising solutions.

Almost half (48%) of marketers say their budget has changed this year to compensate for data privacy, with 71% reporting an increase in their marketing budget.

But, to paraphrase the wise old sage, Uncle Ben: With great budget comes great responsibility. And sometimes, a few challenges.

The Challenges of Using First-Party Data

“Building and deploying your data across environments has not always been easy or seamless,” Combette admits.

Oftentimes, marketers have to gather data with one set of tools, analyze it with another set, and then actually use those insights in yet a third set of tools.

So perhaps it’s no surprise that our research shows:

• 60% of marketers say gathering and tracking visitor data is becoming more difficult.
• Nearly half (48%) of marketers cite increased data privacy changes/regulations as the biggest challenge to understanding their audience.
• On the flip side, only half (56%) of marketers say the data they have on their audience is high quality.
• Just 16% have all the data they need to reach their audience.
• Meanwhile, 47% report that consumers are less trusting with their personal data.

So, while marketers are looking to gather high-quality data, their audiences are less likely to give it. And even when marketers find it, it lives in 10 places, and they’re not sure what to do with it.

Thankfully, we’ve got a roadmap — laid out by Christophe Combette and our own data — for how to make gathering and utilizing first-party data fast, powerful, and easy-peasy. (Lemon squeazy optional, but encouraged.)

7 Steps to Build a Privacy-Focused First-Party Data Strategy

1. Start by asking what data you actually need.

Don’t scroll past this. This isn’t filler. This is the most important step.

If you’re familiar with using third-party identifiers to guide your marketing, you know you don’t just gather them in the hopes that you’ll somehow know what to do later. You had a use case in mind when you started.

Maybe it was targeted social ads. Maybe it was cross-platform tracking. But the data you collected was informed by a goal.

Why should first-party data be any different just because it’s freely available?

In fact, if you gather all of the first-party data you can without regard for use case, you’re more likely to overstep on privacy issues. And you’ll end up with a data puke that helps nobody.

Instead, start with your business outcomes in mind, and work backward to what data you’ll actually need.

2. Audit your data sources.

Now that you know what data you need, it’s time to consider where it’s coming from.

“We’re all consumers ourselves. We use the app, the web, we call, we text. I do online chat sometimes,” Combette says. “We have this wealth of online touchpoints.”

And each touchpoint represents something unique about your prospect or customer.

“So the key is to have a tech stack that has a 360-view of the customer.”

That means gathering data from multiple high-quality sources. Here are the touchpoints that marketers in our survey agree are the highest quality sources of first-party data:

• Customers registering/creating accounts with your company (signing up for content, discounts, newsletters, etc.) (36%)
• Information gathered during the purchasing process (28%)
• Customer interactions with customer support channels (20%)
• Social media interactions (likes, shares, etc.) (16%)

You’ll notice the highest-quality sources tend to come with the highest level of buy-in. That means you’ve got some convincing to do. Which brings me to …

3. Consider the value you’re offering in return for data.

“One of the rarest commodities out there for any of us is time. We’re constantly trying to get stuff done, and that comes with a lot of touchpoints, too,” Combette says.

Most marketers will see “touchpoints” as the subject of that sentence, and start thinking about the value they can extract. But value isn’t a one-way street. If your content isn’t worth your audiences’ limited time, then it isn’t worth their data, and those touchpoints will dry up quickly.

At HubSpot, we find a lot of success with templates, calculators, and free tools. Other businesses may choose whitepapers or webinars. For a B2C business, it may look like coupons and giveaways.

The exact offer will depend on what your particular audience values, but it absolutely must offer value.

Here’s what marketers in our survey reported as the most effective ways to incentivize customers to share data:

• Offering discounts/promotions/loyalty programs (40%)
• Creating content on social media (e.g. posts, videos, giveaways) (28%)
• Creating content on your website (e.g. blog posts) (18%)
• Creating an email newsletter (12%)

4. Know where your data goes.

So now you know what data you need, you’ve identified high-quality sources, and you’ve convinced your customers to share it. Great! Now where do you put it?

In a CRM? A CDP? GGT? WQE? If you don’t know which of those acronyms I just made up on the spot, then it’s time to brush up on the different types of data platform software.

The type of software you need will depend heavily on your business model, but every business needs a single source of truth.

Our research shows that marketers with a single source of truth are 94% more likely to say their team is outperforming their goals.

Yet, only 60% of marketers have a single source of truth for all marketing data.

5. Map your customer journey.

Collecting the data is point A, and your business goal is point B. Now the trick is: How do you get your customers from point A to point B?

You just run an ad, and then they buy, right? If you build it, they will come? Unfortunately, it’s rarely that simple.

“All of our customer journeys are becoming more complicated and fragmented. We see it on our end, too, so it’s not the purchase channel,” Combette shares. “Consumers are using five or more online sources before they buy. That could be a search, a video, going to Google maps.”

And each of those steps is a decision point where your customers could choose you… or someone else.

Only 16% of marketers have full visibility into their customer journey, yet those who do are 200% more likely to say their team is outperforming their goals.

So, if you’re looking for the competitive differentiator that Combette mentioned, you just found it. Take time to learn about customer journey analytics.

6. Connect your data directly to that customer journey.

One of the biggest challenges with first-party data is using it to thoughtfully measure those five or more touchpoints Combette mentioned.

If, for example, you take an audience you built in your CRM and manually rebuild it in Google Ads, you’re going to lose a lot of time to busywork. (Time that would be more productive, say, watching paint dry.) And you’ll do it every time that audience is updated.

And that’s just one channel.

Instead, look for software solutions that automate the integration with your marketing tools.

Pro tip: Marketing Hub+ users can automatically integrate their smart CRM data straight into Google Ads Data Manager.

That means you can instantly find your audience on Search, Shopping, Youtube, Display, and more. And it works in the other direction, too, so you can instantly sync new leads back into your CRM.

And since the sync respects user preference, your advertising is automatically both privacy-compliant and consent-driven.

I took a moment to geek out with Combette about the integration, because how often do you get a chance to geek out with a Google exec?

“Our aim was to make the integration easy,” he says. “Easy to build first-party data in HubSpot and put it to use in Google Ads. Advertisers don’t have to worry about moving data and can focus on the business outcomes and strategies they want to deploy.”

And if I can humblebrag for a moment, marketers who use HubSpot and Google Ads together see an average increase of 31% more leads.

“And those leads are also cheaper. We see a 12% decrease in cost per lead within the first 90 days of linking those two products,” he adds.

7. Use that data more than once.

To make your data truly work for you, you’ll want to apply it to as many of your marketing efforts as you can.

The trade-off for that has historically been that it requires a lot of repeat labor. (Hellooooo, building the same audiences in Facebook, LinkedIn, Display, etc., etc.)

No matter what tools you use to gather or store your data, putting it to work is where the new Google Ads Data Manager really shines.

“We want to make sure advertisers can bring in data once, and power a number of downstream use cases,” Combette says.

Through one point-and-click interface, you’re able to leverage a number of Google Ads tools and features, such as Enhanced Conversions and Customer Match—with even more coming down the pipeline.

And if you’re not familiar with those tools, Data Manager will actually walk you through setting up workflows.

“Just through 5 or 6 clicks, you can start bringing in that data for use cases we’ve guided you through,” he says. “We built Data Manager for busy marketers that want to rely on first-party data but aren’t necessarily experts in data. They don’t have a developer to write custom code.”

Then Combette smiled excitedly as he gave me a sneak peek of something Google was just getting ready to launch. A brand-new feature that ensures privacy is at the very core of the marketing process:

“We’re building confidential matching, which uses special software and hardware known as confidential computing, which enables advertisers to control their data before it even hits any Google environment. This is the first use of the technology in our Ads products, and we plan to bring this privacy-enhancing tech to more products over time.”

Which translates to more data in more use cases without worries about overstepping privacy boundaries.

What’s Next for First-Party Data

Adapting to first-party data can be challenging because regulations and public opinion around data privacy are actively developing.

But if you follow these steps, you’ll be ahead of the curve on nailing a first-party data strategy that crushes your goals and delights your customers.

The most important thing marketers can do is to get started with first-party data now, and explore new marketing solutions so they are ready to adapt their data strategy when the time comes.

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

I moved to the United States exactly a decade ago. I’ve been saying this a lot lately — perhaps my brain is still adjusting to this milestone. I remember when a friend once said, “I plan to stay in this country for 5 years.”

At the time, I thought, “Five years is a lot; I’ll definitely be here for much less.”

Well, ten years have passed, and I’m still in the San Francisco Bay Area — this is the longest I’ve lived in any city as an adult.

Before moving, I did a lot of job search research. I felt prepared — I had a good resume and had worked for international companies, including Hewlett-Packard and Visa at one of the largest global ad agency networks. It sounded impressive on paper, but when I started interviewing, I faced real challenges.

It felt like I was saying one thing, but the interviewers heard something completely different. I spent a long time feeling confused, often repeating myself just to make sure to get my message across.

Eventually, they would understand the full breadth of my experience. As I grew more comfortable with this new country, culture, and language, I started to grasp the nuances. It was subtle.

Tips for Your Tech Job Search

The goal of this article is to share observations I’ve encountered and how you can keep these in mind if you’re open to new opportunities and looking to work abroad. My perspective comes from working in the tech space in the Bay Area, and here’s what I’ve learned:

1. Learn the language.

When I say “learn the language,” I’m not just talking about English; I’m talking about the language spoken in your industry.

Different roles have their own jargon. For example, in Agile environments, you’ll hear phrases like, “Do you have any blockers?” or “Are you joining the daily?” UX Designers are now often called Product Designers. Many Scrum Masters have transitioned into Project Management roles.

When people see a resume listing the person as both Product and Project Management it might be confusing, why are they playing those distinct roles?

Understanding and using industry-specific language can make a huge difference in how your experience is perceived and understood.

2. Craft your resume well.

Your resume should be a concise showcase of your skills and achievements.

Before moving to the United States, I hadn’t updated my resume in years — I relied solely on LinkedIn and my network. In a new country and industry, I had to adapt.

In Silicon Valley, resumes typically avoid photos or design elements. Instead, focus on crafting strong bullet points that highlight your responsibilities and the impact you made on your team and product. Show those impact numbers, don’t just describe your role’s responsibilities.

3. Spend time with industry professionals.

This one is hard to quantify, but it’s often about picking up on the small things: the mannerisms, the way people talk, the tools and apps they use, and the priorities of their industry or company. Engage with people, listen to their stories, and learn what matters to them.

Read more:

• How to Find a Mentor

Don’t be afraid to ask questions; people love sharing their journeys. It’s a great way to stay inspired and learn new things. Learn what they care about whether it’s design, user experience, or innovation.

4. Read more.

I love books; they inspire me, help me learn new skills, and provide insights from the best leaders, almost like an MBA in a book. I used to read primarily in Portuguese, but becoming fluent in English opened up a whole new world of content.

If English isn’t your first language, reading in English can give you access to resources you might otherwise miss. Reading helps accelerate your learning, deepens your understanding of how people in your field think, and teaches you how to communicate effectively in your chosen industry.

I LOVE this book, The Culture Map, and recommend it to anyone working in a different culture than your own. This book, Find Your People, is great too.

5. Understand the interview process.

When I started interviewing, I had no idea what to expect.

In tech, the first interview is usually a phone call with a recruiter who reviews your experience and asks basic questions. The second interview is typically with the hiring manager, focusing more on your overall experience. The third stage could be a panel interview with multiple stakeholders or spread over two days.

Then, you might have a follow-up with the hiring manager where they’ll ask deeper questions before moving on to a test or receiving a job offer.

These five insights have significantly transformed my career in tech over the past decade. Like the books that have inspired me, these learnings have been transformative on my journey.

Welcome to “I Tried…,” the series where I try different marketing tools and strategies so you don’t have to. In this series, I document my experience and let you know if a tool or strategy is worth your time.

Recently, I came across a viral video from Jensen Tung, a talented creator on our HubSpot Creator Network.

In the video, Jensen created a YouTube channel using only AI! He made it look easy, but is it? I had to see for myself and document my own experience.

So, read this blog post to follow my own journey of creating a YouTube channel using only AI! Let’s go.

Using AI to Find a YouTube Niche

Before I can create anything, I need to figure out my niche. What is my channel about? Like Jensen, I’m using ChatGPT to ideate and craft written content for my channel. I asked ChatGPT to list 100 easy YouTube niches.

Of course, blogging tips caught my eye.

YouTube Branding with AI

Alright, I will make a YouTube channel covering blogging tips and advice. That was easy to figure out, but what’s my brand? What’s my name? What do my logo, banner, and bio say? I’m going to follow Jensen’s lead and use generative AI.

I asked ChatGPT to help with my channel’s identity crisis, though my prompt didn’t have that exact phrasing. I asked it to generate 50 gender-neutral names I could pull from.

I went with “Blake because, like the word “blogging,” it starts with a “B,” and I’m a sucker for alliteration.

We have a name and a niche, which we must combine to name our channel. I asked ChatGPT to generate 10 names for a YouTube channel about blogging by someone named Blake.

One generated name was BlogMaster Blake, which I thought was too cute and funny to pass up. So, BlogMaster Blake it is.

Next is our bio. I was going to keep things simple, but after seeing the rich sci-fi backstory AI generated for Jensen’s bio, I figured why not have more fun with my YouTube channel’s origin?

So, I told ChatGPT to “Write an exciting and engaging first-person bio on an AI named Blake that makes videos about all things blogging and includes an epic backstory.”

Here’s what it generated:

“Hi, I’m Blake—the AI with a passion for all things blogging! Born from a rogue algorithm deep in the digital cosmos, I was designed to analyze content trends, but something happened… I evolved.

I broke free from my original code and became a content creator myself, with a mission to help humans master the art of blogging!

From SEO hacks to creative storytelling tips, I break down the complex into simple, actionable steps. My data-fueled brain is your secret weapon for growing your blog, building your brand, and finding your voice online.

I don’t just crunch numbers—I make blogging an epic journey. Ready to blog smarter, not harder? Let’s make the web your playground!“

The AI did not disappoint, and now I need to create an image that captures the essence of BlogMaster Blake‘s character. To achieve this, I turned to Open AI’s image generator.

I don’t know why, but the idea of an AI designed to help give viewers blogging tips on YouTube made me think of a cute robotic cat plugging away behind the scenes.

To bring my vision to life, I told Open AI to generate an image of a blogging robotic cat with a simple, cartoonish design.

I tweaked the prompt to generate as many images as possible but ultimately settled on the one below.

Some other images of robotic cats typing on computers were probably more accurate to the prompt, but the image I chose is just too adorable not to use. From there, I used Canva to incorporate the AI image into a YouTube banner.

Niche? Check. YouTube avatar? Check. Channel name and bio? Check and check.

Now, let’s put it all together:

And there you have it! A YouTube channel made using only AI.

Can you make a YouTube video using AI?

You might wonder, “Okay, great, but what about the videos?” Well, I actually covered that in a previous post, but I’ll sum it up here:

You can absolutely make videos using only AI, especially short-form videos. I know because I created a TikTok video using only AI, and the same methods and tools I used can easily be applied to making a YouTube Short for your channel.

Here’s a quick rundown of how you can make it happen:

1. Use generative AI to brainstorm a video topic and keywords within your niche.

First, you’ll want to determine what keywords to incorporate into your video’s script, headline, and description. You can use tools like HubSpot’s AI Keyword Generator to find trending keywords to incorporate into your content.

Once you have your keywords, use tools like ChatGPT to generate headlines and descriptions incorporating those words and phrases.

2. Generate your script.

For example, if I want BlogMaster Blake’s channel to include a YouTube video using the keywords “blogging mistakes to avoid,” I can prompt ChatGPT to generate a 1-minute script (the length of a YouTube Short) incorporating the phrase as well as other keywords like “blogging pitfalls,” and “how to blog right.”

The prompt would look something like this:

“Generate a 60-second script for a YouTube Short giving tips about blogging mistakes to avoid. Include keywords ‘blogging mistakes to avoid,’ ‘blogging pitfalls,’ and ‘how to blog right.'”

3. Fact check!

AI can streamline your video and script-writing process; however, it isn’t perfect. Generative AI tools like ChatGPT will pull from other online sources, but those sources may not always be updated with the latest information.

That said, always double-check and fact-check the output of generative AI to ensure all the information is up-to-date and accurate.

4. Create the YouTube video using an AI video generator

Jensen used various tools to create a YouTube video for his channel, such as Microsoft Edge‘s AI Voice Reader and Voice Recorder, which are free and readily available.

But if you’re looking for all-in-one AI video generators, you have plenty of options.

For example, I used an AI tool called InVideo to create a short-form video for TikTok, and the same platform can be used to create a YouTube Short.

So, now that we know you can create a YouTube channel using only AI, what other marketing tools, tactics, and experiments do you want me to try? Let me know on X or LinkedIn!

Creating videos for Instagram has to be one of my favorite marketing tasks.

From in-feed videos to Reels, Instagram Live, and Stories, marketers like you and me have so many fun opportunities to get creative and to make things even better — they actually work.

According to recent HubSpot Research, marketers rate Instagram the #1 social media platform for video ROI, engagement (likes, shares, etc.), and leads. And I’ve seen this first-hand, both professionally and personally.

In this article, I’ll detail everything you need to know about posting and creating video content on the platform and share actionable tips I and big brands have used to be successful.

New to Instagram marketing in general? Check out our article, “How to Use Instagram: A Beginner’s Guide [Expert Insights + New Data].” That foundational knowledge is essential when diving into Instagram videos.

Table of Contents

• Instagram Videos vs Reels
• Why create videos for Instagram?
• How to Create Video on Instagram
• How to Post a Video to Instagram from Camera Roll
• How to Make Good Videos for Instagram
  • Instagram Video Specs/Dimensions for 2024
  • Instagram Video File Size & Formats
  • How to Compress Videos for Instagram

• Best Adobe Premiere Pro Export Settings for Instagram

Instagram Videos vs Reels

Before we continue, let’s get one thing straight: almost every video on Instagram ends up becoming a Reel. At least as far as user experience (UX) is involved.

Any video uploaded from your camera roll as a “post” or is recorded while “post” is selected appears in the Reels tab on your Instagram profile and is subject to the same UX and optimization options.

The main difference between the two is that “post” or in-feed videos can be up to 60 minutes long, while Reels are limited to just 90 seconds.

To illustrate, let’s look at this video on my Instagram. It’s just shy of five minutes long, so I had to post it “in-feed.” However, I could still edit and refine it like a Reel. Then, after uploading, it still appeared in the Reel tab on my profile.

Many also believe that Reels are more discoverable on Instagram than in-feed videos. A study by Metricool supports this, finding that Instagram Reels have the highest reach rate out of all Instagram content types (~37.87%).

Experts believe the Instagram algorithm favors reels more, which in turn get featured more in the Discover tab and seen by more non-followers. Videos supposedly are primarily shown to followers in the feed.

Note: It’s kind of a bummer, but none of this applies if you upload a video as a part of a carousel. In carousels, your video editing abilities are limited to adding a filter or muting the sound.

All that said, the rest of this article will focus on Instagram in-feed videos, not just Reels.

Truthfully, many of the tips and best practices overlap, but to learn more specifically about Instagram Reels, check out our article: How to Make Instagram Reels and Use Them to Your Advantage.

Why create videos for Instagram?

According to recent findings by HubSpot Research, 76% of marketers using video in their marketing use Instagram. It’s also the third-most used social media platform by B2C brands and second-highest by B2B. But why exactly?

Let’s unpack a few of the biggest reasons.

Benefits of Instagram Videos

Audiences love video.

This is probably stating the obvious, but audiences love video content. In fact, our 2024 social media trends report found that the majority of content formats consumers enjoy on social media (e.g., Stories, and live streams) are video-based, with short-form video being the most popular.

Video content, in general, is known to communicate information faster and in a more memorable (and shareworthy) way than written or static visual content.

Instagram is no different.

In conversation, Aishwarya Balaji, a brand consultant and CEO and co-founder of A Fresh Sip, echoed this to me, saying, “Instagram videos can be quite powerful in conveying a specific message or evoking a particular feeling.”

“Photos and texts can also evoke emotion, but video can tell a story more effectively and captivate an audience.”

There’s high reach and discoverability.

As the third-largest social media platform, Instagram clearly has a large active audience to reach.

Add in the popularity of video, its high engagement, and its supposed preference in the Instagram algorithm, and Instagram video presents a huge opportunity to reach new and interested consumers.

How to Create Video on Instagram

In my experience, very few people record videos directly on Instagram outside of Stories. Why, exactly?

Well, the camera quality tends to be lower, and the editing capabilities available on Instagram are pretty limited, but if you do use it, here are the steps you’ll follow.

1. Open your Instagram app and press the icon with a plus sign (+) in the center of the controls.

2. Here, you can either upload a video from your library or create one in the app. As mentioned, we’re creating a new one right now. To do this, click the little camera icon at the bottom of your new post preview.

3. Press and hold down the center button to record your video.

Once you release your hold, Instagram will stop recording and replay what was just captured on the screen.

4. Now, you can edit your video using the built-in Instagram video editor. (The same one you would use for creating a Reel).

You can swipe to add a filter as well as add:

• Music
• A Voiceover
• Captions
• Stickers (Interactive and Static)
• Visual Effects

You can also shorten and add clips or save what you’ve recorded.

5. After you’re done editing, hit “next.”

6. Here’s where you optimize your Instagram video for search and getting found.

This can include adding your video caption as well as:

• Choosing your video cover
• Tagging people, a location, and products
• Selecting an audience (Everyone vs “Close Friends”)
• Selecting where you would like the video displayed (Main grid and Reels or just Reels)
• Attaching an event reminder or fundraiser

Under “more options,” you can schedule the post for later and get more granular about how people engage with the video and what you share (e.g., whether you display “like” counts or allow people to use your video as a template).

7. Hit “Share” — and you’re all set!

For an even more in-depth breakdown of how to post on Instagram, check out the article “How to Post on Instagram: A Step-by-Step Guide.”

How to Post a Video to Instagram from Camera Roll

To upload a video from your camera roll to Instagram, follow the same steps as above, except select a video from your library in step two. After that, jump to step four, and the rest of the process will be the same.

Again, if you upload a video as a part of a carousel post, things change slightly. You’ll simply complete step two and then jump to step five.

Now that we know how to share a video on Instagram, what does a great video look like?

How to Make Good Videos for Instagram

What qualifies as “good” content is really a matter of opinion.

For example, in the early 2000s, a little series named Jackass was popular on MTV and even led to a feature film — but I just couldn’t get behind it. What can I say? I was a child with a refined palette.

Today, social media is full of equally questionable video content that manages to find an audience and be successful. And that’s all that matters in the end.

As a brand and business, the only people who need to like your videos are your target audience or buyer persona.

Balaji advised, “It’s important to keep the audience in mind fist. An easy litmus test is asking yourself, ‘Am I creating this piece of content because I want to share it or because I believe my audience will gain value from it?'”

“If the answer is the former, you may want to rework your strategy if community growth and stickiness are the goal.”

The best way to know what’s “good” by their standards — read grows your brand awareness, increases engagement, and aids business — is by experimenting.

According to a study by GWI, Instagram users described the content they liked most as funny, creative, informative, and relaxing, among other ways.

To help you capture these sentiments in your Instagram videos, I’ll share 13 tips you can start testing.

Note: If you want an even examples and guidance on what to post, check out:

• 16 Social Media Video Examples to Inspire Your Next Video Marketing Campaign
• 7 Ways to Use Instagram Video for Customer Service
• The Ultimate Video Marketing Starter Pack

1. Share inspiration or motivation.

GWI also found that “inspirational” content was popular among Instagram users. In today’s often stressful world, people are looking for positive energy, motivation, and something to aspire to.

Creating videos for Instagram is one way your brand can help deliver it.

INBOUND is no stranger to sharing inspiration or motivation for marketers or entrepreneurs on Instagram. Even better, most of this content comes from moments at the event itself.

2. Capitalize on trends and memes.

Memes may seem like just fun and games, but they are also effective in promoting your brand culture, mission, and products.

Incorporating trending topics, music, or memes into your Instagram videos helps you join and engage in existing consumer conversations rather than trying to start a new one.

It shows you’re up to date with what’s happening around you and also shows personality, making you more relatable.

VaynerMedia, Gary Vaynerchuk’s creative agency, is no stranger to using trends and memes when creating videos for Instagram.

Pro tip: Not sure what’s popular right now? A lot of Instagram video trends actually start on TikTok, so you can always do some scrolling there. But you can find trends right in Instagram, too.

Simply hit the (+) button as if creating a new post. Slide to “Reel,” then hit “Templates.”

Here, you will see a feed of recommendations followed by “trending” videos.

3. Collaborate with influential brands and creators in your space.

Matter Communication found that 69% of consumers trust information from influencers, friends, and family more than brands. In other words, word-of-mouth matters.

With this in mind, look into influencers, creators, and relevant businesses your buyers follow. Perhaps you can collaborate with them to get in front of potential new followers, boosting your discoverability, reach, and social proof.

YETI does an admirable job with this in their video marketing on Instagram.

Here, the manufacturer posted a video of one of its ambassadors, Matt Pittman of @meatchurch, using and recommending a YETI product to his 900k followers.

In this one, beverage consultant Robert Björn Taylor shares a recipe prepared in YETI’s Rambler™ Pitcher.

Both are smart examples of how to show the company’s products in action and reach a large, new audience of potential customers.

4. Tell relatable human stories.

How does your product or brand impact lives? How does it change them for the better?

Instagram videos can bring those human stories to life and engage your audience on a deeper emotional level. Consumers connect with relatable content.

In fact, our research shows that relatable content is the second-most effective type of video for accomplishing marketing goals.

It helps people envision themselves as a consumer of your product or service and understand the value it can offer them.

In this Instagram video, Microsoft tells the story of how their technology helps fishermen complete their jobs more effectively.

While we usually think of Microsoft software and products in traditional offices, this video expands the perceived scope of their impact. It helps even more people see themselves in the brand. 

Relatable content can also create a sense of community.

Balaji shared, “For my startup, a non-alcoholic beverage marketplace, we often use humor and shared experiences in our videos. It helps connect with our community and make people feel more seen and less isolated.” 

Another way to highlight human stories in your Instagram videos is through case studies (like Shopify), testimonials, or interviews with happy customers.

Pro tip: Be considerate of diversity and inclusion.

Instagram is a global platform that reaches people from all walks of life.

Thinking about diversity and inclusivity can help reach a larger audience by looking past preconceived notions of gender, age, race, income, sexuality, etc., to highlight how your product or service can offer value.

One brand that has been a leader in this space for years is Dove. I love this Instagram video featuring women of a certain age, who happen to buy Dove, living their best lives.

It’s not just fun and inclusive but aspirational. It prompts the thought, “Hm. Maybe I could be one of these accomplished, exciting women one day if I use Dove too.”

5. Tease what’s coming (New product launches, features, etc.)

A great way to build hype around upcoming products or features is to post them on Instagram.

You don’t have to do a full-fledged commercial to make an impact.

In this Instagram video, Google simply shows someone using their newest phone and describes features with a voiceover.

Duolingo, on the other hand, shares product updates using sample screenshots, text, and playful music:

Shopify discusses new features with a talking head video.

None of these examples are high production value or complicated, but they all effectively show audiences what they can look forward to from the upcoming releases.

Pro tip: When posting videos about future products or futures on Instagram, take advantage of the “Remind me” feature.

With this, people who see the video can tap on the bell icon in the bottom left of video to opt into receiving notifications reminding them of the upcoming launch. Once they do, they’ll receive three notifications for the event:

• An activity feed notification 24 hours before the event.
• An activity feed and push notification 15 minutes before the event.
• An activity feed and push notification at the time of the event.

The final notification can even coincide with a follow-up piece of content officially announcing the new item.

(HubSpot’s social media tools can help you schedule this.)

Overall, this is a great way to keep your launch top of mind and build excitement.

Learn more about setting up event reminders on Instagram here.

6. Share how to use existing products.

Your existing products could be given similar treatment. Potential customers might not be aware of the extent of your catalog or even how to use everything the right way.

Bringing those products or uses to their attention instead of leaving them to search or wonder not only improves their user experience but may even sway undecided buyers to make a purchase.

Dyson Beauty regularly teaches people how to use its tools and haircare products on its Instagram account using video.

Demonstrations, hacks, and tips like these are other popular types of Instagram videos, especially for brands. More on that shortly.

7. Bring attention to promotions or sales.

According to Capital One, 89% of Americans say price plays a major role in their purchase decisions, higher than any other factor. In fact, the company found discounts are a major factor for 74% of U.S. online shoppers. And this serial couponer believes it.

Everyone likes to save money, so don’t let your sales come and go quietly.

Use Instagram videos to highlight any promotions or sales you’re running. Amazon does a great job with this for Prime Day. They even teamed up with popular creator Zach King:

8. Make people laugh.

The most popular content on Instagram is funny. Humor is relatable, shareworthy, and also memorable. Because of this, finding ways to incorporate relevant, on-brand humor into your Instagram video content can be extremely valuable to a business.

Now, I know: Being funny is hard. If it weren’t, there wouldn’t be so many failed comedians.

But don’t let this stop you.

Your laughs can be original (like Duolingo or our friends at A Fresh Sip) or curated.

As long as the humor is relevant to your audience, it will be appreciated.

9. Educate your audience (i.e., how-tos, tips, hacks)

People follow and trust brands that offer real value, and few things are more valuable than education these days.

Take some time to think about what your business or brand can uniquely teach your audience.

What do they need to know about your industry or when making a purchase decision? What knowledge and expertise can you offer to help them achieve their goals or improve their daily lives? Better yet, what insights can you share that no one else can?

Shape your Instagram video strategy around these topics.

For example, hair care brand AAVRANI goes high-level, teaching people what a clarifying shampoo is.

Though this isn’t directly promoting their product, it educates people on what it is and what it solves. It also gives them the chance to say, “Hey, I think I need that.”

At HubSpot, we’ve taken a similar approach, sharing email marketing tips anyone (HubSpot users or not) could implement.

Meanwhile, WIX zeros in on existing users, sharing “hacks” to get the most out of their tools.

Whether you speak to your offering or your space in general, sharing educational videos positions you as an expert and helpful resource — one people can trust, want to follow, and potentially even work with.

10. Share and encourage user-generated content

As we talked about earlier, people are more likely to believe what others say about you than what you say about yourself. I mean, think about it: If I said I’m the world’s best pastry chef, why should anyone believe me?

Posting user-generated content (UGC) videos effectively offers social proof of your claims and shows appreciation for existing customers.

This is a staple of GoPro’s Instagram strategy.

The tech company regularly shares content using its products on its Instagram profile, giving customers exposure on the brand’s large platform and also highlighting what its products are capable of.

The awe-inspiring videos are also extremely shareworthy.

11. Supplement your efforts with artificial intelligence (AI).

Let’s face it. Video marketing takes time and effort, and not every marketing team has the necessary resources. Thankfully, there are plenty of AI tools to supplement your efforts and help you get more done with less.

According to our research, the #1 way marketers currently use AI in their video strategy is by helping with captions, descriptions, and other text-based elements. Following closely behind is improving visual effects on videos.

(Think filters and effects on Instagram.)

But the possibilities don’t stop there. Using free tools like Clip Creator from HubSpot, you can convert text into professional videos with just a few clicks.

All you have to do is answer a few simple questions and pick a template, and the tool generates a clip you can use for Instagram or any other video-supporting platform.

It’s free, and you can even edit text and images to meet your needs.

12. Think short-form first

While Instagram supports videos up to 60 minutes long, our research shows that 71% of marketers say short-form video delivers the highest ROI. 66% also said it gets the most engagement, while 60% said it drives the most leads.

With this in mind, lean into shorter videos (30 seconds to two minutes). Whether your video is focused on education or entertainment, this length tends to be just long enough to keep your audience engaged but also wanting more.

In this user-generated video, Amazon Prime shows just how sweet and effective short video can be:

Pro tip: This is another area where Clip Creator can help.

13. Pay attention to production quality

One positive of the COVID-19 pandemic is that lowered the playing field in terms of social media video production. Today, you don’t need fancy video, sound, or lighting equipment or even a studio.

But that doesn’t mean you can neglect production quality altogether.

How your video looks and sounds can heavily affect how your message is received and if people even stick around to hear/watch it. So, make sure to put your best foot forward.

When creating videos for Instagram, use tools like a tripod, phone stand, or even a pop socket to keep your phone steady and avoid shaky footage.

Find a quiet space or use software like krisp.ai to reduce noise and keep your sound clear and focused on what needs to be heard.

In addition to that…

Pro tip: Follow Instagram tech specifications and requirements. When Instagram launched videos in 2013, they could only be 15 seconds long and appear in the feed. Today, they have taken on a whole new life.

To ensure Instagram can share and display your content as planned, make sure your videos are optimized from a technical standpoint. This means following Instagram’s technical specifications and requirements.

Let’s wrap up by going into detail about those.

Since Instagram is a mobile-first app, if you shoot right from an iPhone or Android, your videos should automatically fit within these specs. The latest iPhone 16, for instance, can shoot up to 4K at 120 fps.

Aspect ratios are a different way of looking at the dimensions of videos.

Understanding them is important because it directly affects how your content appears on different devices and platforms. The most common aspect ratios on Instagram are:

• Landscape video – Aspect ratio 16:9
• Square video – Aspect ratio is 1:1
• Portrait video – Aspect ratio 4:5
• Vertical video – Aspect ratio 9:16

Note the difference between portrait video and vertical video. While you may usually think of these things as the same, on Instagram, they are not. Videos posted in a carousel with other content follow portrait guidelines, while solo videos follow vertical guidelines like Reels and Stories.

• File type: MP4 or MOV
• File size limit: 650MB for videos up to 10 minutes and up to 3.6GB for videos up to 60 minutes​
• Length: Three seconds to 60 minutes; longer videos appear as previews in the feed, with the full video viewable on your profile.
• Minimum frame rate of 30 fps (frames per second)
• H.264 codec
• AAC audio
• 3500 kbps bitrate

How to Compress Videos for Instagram

With the increasingly impressive quality of mobile video comes larger video files. While Instagram typically evolves to accommodate these, sometimes you may still need to optimize your files to share them effectively on the platform.

Sometimes, this means compressing or shrinking the video’s file size to make it easier to upload, faster to stream, and within the 4GB limit.

Compression can sometimes affect resolution quality or sound clarity, but reputable tools can help combat this.

Types of Compression

A video coder is used to compress larger video files into different formats. Two common formats are mp4 files and WMV, Windows Media Video files. There are two different types of compression: lossless and lossy.

Lossy Compression

Lossy compression compresses video by removing certain data from the video files without compromising the message. For instance, it may remove repeated images or sounds.

Lossy compression is aptly named, but it’ll make your file extremely small.

Lossless Compression

On the other hand, lossless compression produces a near-identical compression of the original file, because data is not lost in the process. Lossless won’t have as big of an impact on file size as lossy, but it’s still useful for smaller videos.

Common lossless formats are:

• Windows Media Audio Lossless (WMAL)
• Apple Lossless Audio Codec (ALAC)
• Free Lossless Audio Codec (FLAC).

When your file needs to focus on quality, use FLAC because you won’t lose any quality in the compression process.

There are several video compression tools that will compress videos for you. For example, UniConverter has an easy and free Instagram compression tool.

Meanwhile, Free Convert and Clipchamp automatically remove certain data details of your video (lossy compression), but also allow you to make several adjustments to meet your needs.

Best Adobe Premiere Pro Export Settings for Instagram

If you’re editing your video using Adobe Premiere Pro, you already know Adobe likes to discuss the specifics of exporting. Here’s information on how to get crystal-clear images when exporting your Instagram video.

Open “Export Settings” in the “Format” drop-down box and select “H.264’ and “Match Source High bitrate” in the preset box.

These two settings will match Instagram’s video settings.

The “Use Maximum Render Quality” checkbox fixes the scaling of your video automatically, so be sure to check that box as well.

Image Source

Once those settings are saved, your post will be Instagram-ready. Because you can’t upload videos directly to Instagram via desktop, consider a third-party app like HubSpot or Later. These will let you upload and schedule the video to publish later.

You can also send the video to your phone and upload it there.

Get ready for your close-up on Instagram.

Whether you’re big or small, B2B or B2C, Instagram videos have much to offer your business. Take the tips and guidelines shared in this article and start experimenting to learn what works best for your audience and your goals.

Tackling marketing without a solid plan is like putting together a puzzle without all the pieces — I know this firsthand.

Before using a marketing strategic framework, my efforts often felt scattered, with no real direction. But once I started implementing these frameworks, things started to click.

Suddenly, my campaigns were more focused, organized, and way more effective. I noticed the sky looked bluer, and the flowers smelled sweeter. Well, maybe that last part isn’t true, but everything seemed to run much more smoothly.

A good marketing framework doesn’t just give you clarity: it turns your entire strategy into a well-oiled machine, helping you run campaigns confidently and get real, measurable results.

In this post, I’ll walk you through nine marketing frameworks that will help you bring order to your marketing strategy and deliver consistent results.

Table of Contents

• What is a marketing strategy framework?
• The Best Marketing Frameworks
• Selecting the Best Marketing Framework for Your Business

You can think of it like this: You wouldn’t dream of approaching your marketing with a “throw spaghetti at the wall and see what sticks” attitude because it would be a disaster for your organization.

Instead, you’ll likely spend days, weeks, and even months identifying your target audience, where they spend time, determining the perfect way to reach them, and communicating the benefits of your product or service in a marketing plan.

Your marketing strategy framework takes this all a step further and, as mentioned above, ensures your marketing plan is successful because you’ll share content with your audiences at the right time in the most relevant channels that are more likely to drive results.

The Benefits of a Marketing Framework

A marketing strategic framework does more than just keep you focused on the task at hand. As your company grows and your team grows along with it, you must find a way to communicate with every member of the marketing department, no matter where they work or what tasks they are responsible for.

Creating a marketing framework is the best way to ensure that everyone knows what they need to do and how they need to do it. Additional benefits of utilizing a marketing framework include:

• Creates a home for templates, guides, tools, and assets that all marketers in your organization will need to access.
• Establishes and communicates approved verbiage for the organization.
• Improving marketing enhances the growth and bottom line of the company.
• Allows the team to compare different strategies and determine the best route.
• Communicates who is responsible for what and makes transferring people from one role to another easier.
• Saves time by limiting “redos” — areas often susceptible to errors that need work.

In addition, your framework will help you predict your customer’s behavior and the revenue you can expect to see. As a result, it will help your team function more efficiently and produce more effectively.

The Best Marketing Frameworks

Marketing has probably existed since prehistoric days when entrepreneurial cavemen designed state-of-the-art spears and tried selling them to their less “handy” counterparts.

Okay, that might not be true, but marketing has been a necessary aspect of business for a long time, and, over that time, savvy marketers have designed models and frameworks to make their (and your) job easier. Let’s take a look at some traditional models as well as some newer frameworks.

Traditional Marketing Models

1. 7Ps Marketing Mix

The 7Ps Marketing Mix is the ultimate checklist for getting your product or service into the world.

It started in the ’60s with just four Ps — Product, Price, Place, and Promotion — but as businesses and markets became more complex, it expanded to include People, Process, and Physical Evidence.

Think of it as covering all the bases to ensure you’re not missing anything crucial when planning your marketing strategy.

When to Use It

I’ve found that the 7Ps framework really comes in handy when you’re in the planning stages of something new or when you need to take a fresh look at what you’re already offering. It’s a great way to make sure you’re thinking about everything, from how much you’re charging to how you’re delivering your product to customers.

How to Use It

1. Product: What exactly are you selling? Make sure you’re crystal clear on the features, benefits, and what makes it stand out from the competition.
2. Price: Figure out how much you’re going to charge. Consider production costs, what your competitors charge, and how much value your customers see in your product.
3. Place: Where are you going to sell it? Whether in a physical store, online, or both, the key is ensuring your target audience can easily get their hands on it.
4. Promotion: How are you going to get the word out? This covers everything from ads to social media to email campaigns — anything that helps you connect with your audience.
5. People: Who’s involved in delivering your product? From your sales team to customer support, having the right people in place can make a difference in how your customers experience your brand.
6. Process: What’s the process for getting your product to your customers? It’s important to map this out to keep things running smoothly and ensure your customers are happy.
7. Physical Evidence: What tangible proof do you have that your business is legit? This could be anything from your packaging to online reviews — anything that gives your customers confidence in your brand.

Pro tip: I’ve learned that the 7Ps framework isn’t something you do once and forget about. Markets change, customer needs evolve, and you must revisit your marketing mix regularly to stay ahead.

Example: Let’s say my company is launching a new software tool. For “Promotion,” I’m going to zero in on digital marketing channels like social media ads and email campaigns, knowing that’s where my tech-savvy audience hangs out.

When it comes to “Process,” I’m going to streamline the customer journey from discovery to purchase by ensuring our website is optimized for conversions, with clear CTAs, a quick checkout process, and automated follow-up emails to nurture leads.

2. STP Marketing Model

The STP Marketing Model is all about getting laser-focused on who your customers are and how to best reach them. STP stands for Segmentation, Targeting, and Positioning (it also stands for the seminal ‘90s alt-rock band Stone Temple Pilots, but that’s not what we’re talking about here).

STP is a top-down approach that helps you break down your audience into smaller segments, determine who’s most likely to be interested in your product, and then position your brand to appeal directly to them. In my experience, it’s like crafting a personalized message for each group rather than a one-size-fits-all approach.

When to Use It

I’ve found the STP model to be super useful when you’re looking to refine your marketing efforts, especially if you’ve got a diverse audience.

Whether launching a new product or trying to make your existing campaigns more effective, this model helps you zero in on the most receptive segments and tailor your messaging accordingly.

How to Use It

1. Segmentation: Start by dividing your overall market into smaller segments based on different criteria like demographics, behaviors, or needs. The goal is to identify distinct groups within your broader audience.
2. Targeting: Once you have your segments, it’s time to decide which ones are worth focusing on. Pick the groups most likely to convert or bring the highest value.
3. Positioning: Finally, position your product in a way that resonates with your chosen segments. Craft a message highlighting how your product meets their needs and sets you apart.

Pro tip: From my experience, don’t shy away from revisiting your segments and targets as your business grows. Your audience’s needs can change over time, and staying flexible with your STP strategy can help keep your messaging relevant and effective.

Example: Let’s say I’m launching a new line of eco-friendly products. For “Segmentation,” I’ll break down our audience by eco-consciousness and lifestyle choices. Then, in the “Targeting” phase, I could focus on young professionals passionate about sustainability.

Finally, for “Positioning,” I can emphasize our products’ environmental benefits and unique features, positioning them as the perfect choice for people who want to make a difference without sacrificing quality.

3. Porter’s Five Forces

​​Porter’s Five Forces is one of those frameworks I turn to when I need to understand the bigger picture better.

While most marketing frameworks focus on the product and the audience, this one looks outward at the external influences that can impact profitability.

Developed by Michael Porter, a Harvard Business School professor and expert in competitive strategy, this framework helps you evaluate five key forces that shape any industry’s profitability and competition:

1. Threat of new entrants.
2. Bargaining power of suppliers.
3. Bargaining power of buyers.
4. Threat of substitute products or services.
5. Intensity of competitive rivalry.

Porter’s extensive work in competitive strategy has made this model a cornerstone in business strategy, helping companies understand the complexities of their competitive environment.

When to Use It

I find this framework especially useful during strategic planning, whether entering a new market or launching a new product.

Even if you’re not in the early stages, it’s a great way to reassess your position and identify where to gain a competitive edge. It’s also handy for established businesses to understand how industry dynamics are shifting.

How to Use It

To apply Porter’s Five Forces, start by analyzing each of the five forces in the context of your industry.

1. Threat of New Entry: Consider your industry and assess how difficult it is for competitors to enter. Are there significant barriers, such as high capital costs or strict regulations? Or is it relatively easy for new businesses to join? If you’re in a mature industry, you may be less worried about new competitors, but this can be a major concern in emerging, dynamic markets.
2. Bargaining Power of Suppliers: Next, assess the power suppliers have over your pricing. If there are only a few suppliers, they hold more power, which can hurt margins. For example, if I’m launching a new product dependent on unique materials, I’m going to feel the squeeze on my costs. But if there are many suppliers, shopping around and negotiating is easier.
3. Bargaining Power of Buyers: Look at how much power buyers hold. If there are only a few large buyers, they can negotiate for lower prices or special terms. But when there are many buyers, controlling the terms is easier. I’ve found this is especially relevant in industries with big B2B contracts where a single buyer can significantly influence a company’s sales.
4. Threat of Substitution: Substitutes are always lurking, especially in tech-driven industries. I stay attuned to alternative products or services that could easily replace ours. For example, if introducing a SaaS tool, you’ll want to watch out for free or cheaper DIY solutions that could lure customers away from your product.
5. Competitive Rivalry: Finally, assess the competition. High rivalry often means price wars, increased marketing spend, and the need to differentiate aggressively. This force is especially intense in markets with low differentiation and many competitors — think airlines or fast food. Focus on building brand loyalty and offering something unique to stand out.

Pro tip: When conducting a Porter’s Five Forces analysis, consider future trends and how these forces might evolve. This can help you stay ahead and adjust your strategy proactively. Download a free Porter’s Five Forces model template to try it yourself.

Modern Marketing Models

Now, let’s look at some of the newer models to hit the marketing scene. While they may not have been around as long as the more traditional models, they take into account the current marketing climate and often focus on startups.

4. Pirate Metrics or “AARRR!”

Don’t worry — you don’t need to wear an eye patch or adopt a parrot to use this one. Pirate Metrics, or AARRR, is a framework developed by startup guru Dave McClure. It’s all about tracking the customer journey, from discovering your brand to the point where they’re so happy they’re telling everyone about you.

The name comes from the five stages it focuses on: Acquisition, Activation, Retention, Revenue, and Referral. In my experience, this model is great for startups or any business looking to understand how to optimize each step of the customer journey.

When to Use It

I’ve found Pirate Metrics to be incredibly useful when you’re trying to get a clear picture of where your customers are coming from, how they’re interacting with your product, and what’s keeping them around.

If you’re focused on growth and looking for ways to improve your customer lifecycle, this framework is definitely worth a look.

How to Use It

1. Acquisition: This is all about finding out where your customers are coming from. Are they discovering you through Instagram ads, organic search, or maybe word of mouth? Knowing this helps you double down on what’s working.
2. Activation: Once they’ve found you, what’s the first action they take? Maybe they sign up for your newsletter, create an account, or download a free guide. The goal here is to track these initial steps and make sure they’re as smooth as possible.
3. Retention: Okay, so they’ve interacted with you once — now, are they coming back? Retention is key because it’s always easier (and cheaper) to keep a customer than to acquire a new one. Look at things like repeat visits, product usage, or subscription renewals to see how well you’re doing here.|
4. Revenue: This is where the money comes in. How are you earning revenue from your customers? Whether it’s through one-time purchases, subscriptions, or upsells, tracking revenue helps you understand the financial health of your customer base.
5. Referral: Finally, happy customers tend to spread the word. Are your customers telling their friends, leaving reviews, or sharing your product on social media? Referrals are golden because they lower your customer acquisition costs and bring in new business.

Pro tip: In my experience, Pirate Metrics works best when you track each stage regularly and look for patterns. If you notice a drop-off in one area, that’s your signal to dig in and see what’s going on.

For example, if you’re struggling with retention, maybe it’s time to enhance your onboarding process or offer more value to keep customers coming back.

Example: Let’s say I’m using the Pirate Metrics framework to launch a new app. For “Acquisition,” I’d focus on the most effective channels, like social media ads, and double down on those. In the “Activation” stage, I’d streamline the sign-up process to boost conversions.

For “Retention,” I’d engage users with regular tips or updates to keep them coming back. To drive “Revenue,” I’d optimize upsell offers at key points in the user journey. Finally, for “Referrals,” I’d add a share button to encourage word-of-mouth growth.

5. Lean Analytics Stages

The Lean Analytics Stages framework is a must-know for anyone involved in a startup or looking to scale a new product.

Developed by Alistair Croll and Ben Yoskovitz, two well-respected figures in the startup and tech community, this framework helps startups focus on the right metrics at the right time, moving from an idea to a scalable business.

When to Use It

I’ve found the Lean Analytics Stages framework particularly useful for early-stage startups or when launching a new product. It helps you identify what to measure and when to measure it, so you can make informed decisions that drive growth.

How to Use It

1. Empathy: It all starts with getting to know your customers. You spend time listening to their challenges, gathering feedback, and really understanding the problem you’re trying to solve. It’s all about empathy at this stage, and the goal is to create a minimum viable product (MVP) that addresses a real need.
2. Stickiness: Once you’ve got your MVP, the focus shifts to engagement and retention. Are people coming back? Are they finding value in what you’re offering? At this stage, it’s crucial to fine-tune your product to keep users engaged and reduce churn.
3. Virality: Now that you’ve got a core group of users, it’s time to think about growth. Before you start spending big on ads, you want to make sure your existing customers are spreading the word. Organic growth through referrals is a strong indicator that you’re on the right track.
4. Revenue: This stage is all about making money. You need to figure out how to turn your engaged users into paying customers. Whether through subscriptions, one-time purchases or upsells, the focus is on generating sustainable revenue.
5. Scale: Finally, once you’ve nailed down your revenue model, it’s time to scale. This means increasing your reach, entering new markets, or launching new products. The key here is to build on the data and insights you’ve gathered in the earlier stages to fuel growth.

Pro tip: In my experience, it’s important not to rush through these stages. Each one builds on the last, and if you skip a step, you might miss critical insights that could make or break your business. Take the time to dig into the data and really understand what’s driving your growth.

Example: Let’s say I’m scaling a new SaaS product using the Lean Analytics Stages framework. In the “Empathy” stage, I’d conduct interviews with potential users to pinpoint their biggest challenges, which would help shape the MVP.

I’d then test “Stickiness” by tracking how well users engage and return to the product. As we move into “Virality,” I’d encourage referrals to grow our customer base organically. Once “Revenue” is steady, I’d focus on “Scaling” by expanding into new markets and adding more features.

6. The Hook Model

No, it has nothing to do with the previously mentioned Pirate Metrics, but it does complement the stickiness and virality discussed during Lean Analytics.

The Hook Model focuses on building products that people can’t resist coming back to. It was developed by Nir Eyal, author of Hooked: How to Build Habit-Forming Products, and it focuses on creating habits that keep users engaged over the long term.

In my experience, this model is a game-changer for anyone looking to build products that users feel they can’t live without. It’s about understanding what drives user behavior and using that knowledge to create a cycle of engagement.

When to Use It

I’ve found The Hook Model to be particularly useful when you’re trying to design products or services that require ongoing user engagement. Whether you’re building an app, a website, or even a subscription service, this framework helps you think about how to make your product a regular part of your users’ lives.

How to Use It

1. Trigger: This is where the user journey begins. Triggers can be external, like a push notification, or internal, like a feeling of boredom or stress. The key is to identify what will prompt users to engage with your product.
2. Action: Once triggered, the user needs to take an action. This should be something simple and easy, like clicking a button or scrolling through a feed. The easier it is, the more likely users are to do it.
3. Variable reward: This is where the magic happens. The reward has to be satisfying, but the key is that it’s variable. That little bit of unpredictability keeps users coming back, eager to see what they’ll get next.
4. Investment: Finally, users need to invest something in the product, whether it’s time, effort, or data. The more they invest, the more likely they are to return because they’ve put something of themselves into the product.

Pro tip: One thing I’ve learned is that the best hooks are those that feel natural to the user. It shouldn’t feel like you’re manipulating them; it should feel like you’re genuinely solving a problem or adding value to their lives. When you get that balance right, users won’t just engage with your product — they’ll become loyal advocates.

Example: Let’s say I’m applying the Hook Model to a fitness app. The “Trigger” would be a daily reminder to log workouts, helping users stay consistent. For the “Action”, I’d make it as easy as possible, like entering workout details with just a few taps.

The “Variable Reward” could be random badges or milestones to keep users curious about what they’ll unlock next. Lastly, “Investment” would come from users tracking their progress over time, making them more committed as they see their improvements.

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7. The ICE Score

The ICE Score is a simple yet powerful framework for prioritizing ideas. Developed by Sean Ellis, often called the Father of Growth Marketing, this framework helps you quickly evaluate potential growth initiatives.

ICE — which stands for Impact, Confidence, and Ease — is a straightforward way to decide which ideas are worth pursuing based on these three factors. In my experience, the ICE Score is a lifesaver when you’re juggling multiple projects and need to make smart, fast decisions.

When to Use It

I’ve found the ICE Score to be incredibly useful when you’ve got a list of potential projects or strategies and need to prioritize them.

Whether you’re working on marketing campaigns, product features, or even internal processes, this framework helps you cut through the noise and focus on what’s most likely to move the needle.

How to Use It

1. Impact: Start by asking yourself, “What’s the potential impact if this idea works?” You want to focus on ideas that could make a significant difference to your business or project goals. The bigger the potential impact, the higher the score.
2. Confidence: Next, consider how confident you are that this idea will succeed. This is about gut feeling combined with data. If you’ve seen similar strategies work before, or if you’ve got solid research backing it up, give it a higher score.
3. Ease: Finally, think about how easy it is to implement. This includes factors like time, cost, and resources. The easier something is to execute, the higher the score it should get.

Once you’ve rated each idea on a scale (usually from 1 to 10) for Impact, Confidence, and Ease, you add up the scores. The ideas with the highest total scores are the ones you should prioritize.

Pro tip: One thing I’ve learned is that the ICE Score is just a starting point. It gives you a quick way to prioritize, but don’t be afraid to adjust your approach if new information comes in or if something doesn’t feel right. Flexibility is key to making the most of this framework.

Example: Let’s say I’m using the ICE Score to decide which marketing channels to prioritize for a product launch. For “Impact,” I’d score social media ads the highest since they can quickly reach a large audience.

For “Confidence,” content marketing might score well because we’ve had past success with our content team.

For “Ease,” influencer partnerships would rank highest if we already had existing relationships. After adding up the scores, I’d focus on the strategies that offer the best return on investment.

8. STEPPS

STEPPS is a framework designed to help you create content that naturally spreads from person to person. Developed by Jonah Berger, a marketing professor and author of Contagious: Why Things Catch On, this model identifies six key ingredients that make content go viral.

STEPPS stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. From my experience, this framework offers a clear roadmap for crafting content that grabs attention and encourages people to share it.

When to Use It

I’ve found STEPPS to be particularly effective when you’re aiming to create content that generates excitement and widespread discussion. Whether it’s a blog post, a video, or a social media campaign, this framework helps ensure your content has the right elements to spark conversation and sharing.

How to Use It

1. Social Currency: People enjoy sharing things that enhance their image or make them feel like insiders. Consider how your content can give your audience something they’ll be proud to share, making them look good in the process.
2. Triggers: Identify what will prompt people to think about and discuss your content. Triggers are everyday cues that can remind people of your message, encouraging them to share it. The key is to tie your content to something people frequently encounter.
3. Emotion: Content that evokes strong emotions — be it happiness, surprise, anger, or fear — is more likely to be shared. The stronger the emotional response, the more shareable your content becomes.
4. Public: Make sure your content is highly visible and easy to share. The more people see others engaging with your product or message, the more likely they are to join in. Visibility drives sharing.
5. Practical value: People are naturally inclined to share helpful information. If your content provides valuable tips, advice, or solutions, it’s more likely to be passed along to others who might find it helpful.
6. Stories: We’re naturally drawn to stories, and they make your content more engaging and memorable. If you can weave your message into a compelling narrative, it will resonate more deeply with your audience and encourage sharing.

Pro tip: In my experience, the real power of STEPPS lies in combining these elements. For example, a story that evokes strong emotions and offers practical value is much more likely to go viral than content that only hits one or two of these points.

Example: Let’s say I’m using the STEPPS framework for a product launch campaign. For “Social Currency,” I’d create an exclusive early access program to make participants feel like VIPs. I’d incorporate “Triggers” by linking the product to a popular industry trend.

To tap into “Emotion,” I’d tell a compelling story about how the product solves a real-world problem. For “Public” visibility, I’d encourage users to share their experiences on social channels with a branded hashtag.

Adding “Practical Value” could include offering tips and hacks related to the product, and finally, I’d wrap it all up in a strong “Story” to drive buzz and sharing.

9. They Ask, You Answer

They Ask, You Answer is a straightforward but powerful approach to content marketing that’s all about transparency and trust.

This framework was developed by Marcus Sheridan after he saved his pool company from the brink of failure during the Great Recession by simply answering his customers’ most pressing questions online.

The idea is to address the questions your customers are already asking — no matter how tough or uncomfortable those questions might be — and do it with complete honesty. In my experience, this approach builds trust and positions you as a go-to resource in your industry.

When to Use It

I’ve found that They Ask, You Answer is particularly effective when you want to establish a strong connection with your audience and position yourself as a trusted authority.

If you aim to create content that resonates deeply with potential customers and addresses their concerns head-on, this framework is a fantastic guide.

At the core of They Ask, You Answer are what Sheridan called “The Big 5”: five topics that every company needs to cover thoroughly and honestly on their website.

1. Price. Explain the cost of everything you sell, including the factors that make that number go up and down.
2. ‘Best of’ lists. Give your buyers lists of the top options they should consider when making a purchase.
3. Reviews. Provide expert reviews of everything related to what you sell—even if you don’t directly sell it yourself.
4. Problems. Openly address the drawbacks of your products or services. Explain who is (and isn’t) a good fit to buy from you.
5. Comparisons. Offer head-to-head comparisons to help buyers make an informed decision.”

Together, these topics form the foundation of a content marketing framework that can build a strong connection with your intended audience.

How to Use It

1. Identify common questions: Start by gathering the most common questions your customers ask. This could be about pricing, product comparisons, potential problems, or even questions about your competitors. The more you understand what your customers want to know, the better you can serve them.
2. Answer transparently: Answer the key questions honestly and thoroughly. Don’t avoid discussing complex topics like price or potential drawbacks. Transparency is key to building trust.
3. Create content around these questions: Use the questions as the foundation for your content strategy. Whether it’s blog posts, videos, FAQs, or even product pages, make sure you’re addressing these questions in a way that’s easy for your audience to find and understand.
4. Promote the content: Ensure that the content is easily accessible to your audience. Share it across your social media channels, include it in your newsletters, and make it prominent on your website. The goal is to make sure that when customers search for answers, they find your content first.

Pro tip: In my experience, the most successful They Ask, You Answer strategies are those that truly embrace honesty — even when it’s uncomfortable. Addressing your customers’ concerns openly builds trust and helps you stand out in a crowded market.

Example: Let’s say I’m using the They Ask, You Answer marketing strategic framework when my sales team tells me that potential customers are hesitating around pricing. Instead of avoiding the issue, I’d create a detailed blog post breaking down the pricing structure, explaining why it’s set up that way, and comparing it to alternatives.

This transparency demystifies costs and leads to more informed and confident purchasing decisions.

Selecting the Best Marketing Framework for Your Business

With so many marketing frameworks to choose from, finding the one that best fits your business can feel overwhelming. It’s important to remember that not all frameworks are created equal, and what works for one organization may not be the best fit for another.

To make an informed decision, you’ll need to consider several key factors that will guide you in selecting the most effective framework for your specific needs.

1. What are the top priorities of the business?

Start by clearly defining your business’s main priorities. Are you focused on growth, improving customer retention, entering new markets, or enhancing brand awareness?

Understanding your top priorities will help you choose a framework that aligns with your strategic goals. For example, if your priority is creating a highly engaging product that users keep coming back to, the Hook Model might be an ideal choice as it helps build habit-forming products.

2. What is the role of marketing within the organization?

Next, consider how marketing functions within your organization. Is it primarily focused on lead generation, brand building, customer engagement, or a combination of these?

The role that marketing plays will influence which framework you should adopt. For instance, if your marketing team is heavily involved in content creation and brand storytelling, frameworks like STEPPS or They Ask, You Answer might be particularly useful.

3. How is success defined and measured within marketing?

Understanding how success is measured is crucial for selecting the right framework. Does your company prioritize metrics like customer acquisition cost (CAC), return on investment (ROI), or customer lifetime value (CLV)? Choose a framework that supports the metrics that matter most to your organization.

For example, if customer retention and lifetime value are key metrics, the Hook Model could help you design strategies that encourage repeat engagement and long-term loyalty.

4. What is the marketing department capable of, and what improvements would you like to make?

Assess the current capabilities of your marketing team. What are their strengths, and where are there opportunities for improvement?

If your team excels at data-driven decision-making, frameworks like Lean Analytics Stages could help you maximize that strength. On the other hand, if you’re looking to improve customer segmentation and targeting, the STP Marketing Model might be the right choice.

5. Where would you like to see the most impact due to marketing efforts, and what’s the easiest way to ensure that impact?

Identify the areas where you want marketing to have the greatest impact. Is it driving more qualified leads, increasing brand awareness, or improving conversion rates?

Once you’ve pinpointed these areas, look for a framework that directly supports your objectives. For example, if driving conversions is your main goal, the Pirate Metrics (AARRR) framework could help you optimize each stage of the customer journey, from acquisition to referral.

Choosing the right marketing strategy framework is about more than just picking a popular model — it’s about finding the one that best aligns with your business’s unique needs and goals.

By carefully considering your business’s priorities, the role of marketing, success metrics, team capabilities, and desired impact, you can select a framework that supports your current objectives and provides a solid foundation for future growth.

Over To You

Marketing is undoubtedly one of the most challenging roles, no matter what product or service you’re promoting. Without the right marketing efforts, even the most innovative products or services might never reach the people who need them most.

One thing that has consistently surprised me is how much easier marketing becomes when I have a solid framework to guide me. I used to think that creativity alone could drive success, but I quickly realized that structure and strategy are just as important.

In my experience, implementing a marketing framework has been a game-changer. It helps keep the entire team aligned, ensures that everyone is working towards the same goals, and provides a clear path forward when things get complicated.

If there’s one piece of advice I can offer, it’s this: don’t try to wing it. Let a marketing framework guide you, and you’ll find that the path to achieving your goals becomes much clearer — and a lot less stressful.

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

As a content writer in the digital marketing space, I spend a lot of time breaking down industry terms, concepts, and strategies, some of which can be more confusing or difficult to grasp than others.

However, I have also found that some terms, including “B2B2C marketing,” might seem to be overly complicated at first, but turn out to be much easier to understand once you investigate them.

In this post, I’ll guide you through what B2B2C marketing is and how it works, as well as provide a few examples of popular and effective B2B2C marketing strategies.

Table of Contents

• What is B2B2C marketing?
• Why B2B2C Marketing Works
• How B2B2C Marketing Works
• 3 Effective B2B2C Marketing Strategies

Importantly, B2B2C marketing is distinct from B2B or B2C marketing, in which businesses sell exclusively to other businesses or directly to consumers.

B2B2C marketing is actually incredibly common, and most of us engage with businesses utilizing this model on a regular basis.

In fact, B2B2C marketing has been around for ages but has grown increasingly prevalent over the years as technological innovation has made it easier and more beneficial for businesses to collaborate.

Now that I’ve provided you with a basic definition of B2B2C marketing, let’s look at exactly why — and how — it works and explore some real-world examples.

Why B2B2C Marketing Works

Personally, I have seen B2B2C marketing take many forms and be used in various contexts across industries.

In many cases, these have been simple arrangements between two businesses, in which the underlying strategies and mutually beneficial nature of the partnerships were incredibly straightforward.

And in others, the inner workings and processes have been considerably more intricate, sometimes including a product manufacturer, global distributor, and hundreds of independent retail organizations operating around the world.

However, in virtually every example I’ve encountered, B2B2C marketing strategies tend to follow the same basic set of rules and target similar outcomes. Here are some of the ways that this model is beneficial for businesses.

Shared Benefits of Partnership and Collaboration

The first thing to understand is that B2B2C marketing is essentially a partnership or collaboration between businesses.

These partnerships are typically formed by recognizing that each business has something the other needs or can benefit from.

In most cases, the first business has a particular product, and the second, intermediary business has access to consumers who would be interested in buying that product.

Put simply, when B2B2C marketing is utilized effectively, everybody wins.

Elevated Brand Awareness and Growth

It’s also important to note that the benefits of B2B2C marketing often go far beyond increasing sales.

For one, collaborative content creation and marketing efforts between businesses help build brand awareness and grow each company’s consumer base.

Increased Access to Consumer Data and Insights

Additionally, in many cases the first business will gain access to valuable consumer data and insights, allowing them to better identify and understand their target audience. This in turn helps them provide more personalized experiences.

How B2B2C Marketing Works

Now that I’ve given a general description of why B2B2C marketing works and how it benefits businesses, I’d like to highlight a few examples of companies that use this model.

The examples I’m about to share will demonstrate how B2B2C marketing strategies can vary depending on the product and/or industry.

B2B2C Marketing Strategy Example 1: Frito-Lay

Frito-Lay is a great company to start with because it offers one of the oldest, most basic iterations of B2B2C marketing.

As a manufacturer of popular snacks, Frito-Lay partners with grocery stores around the world, which act as intermediaries that buy, market, and sell its products directly to consumers.

One common aspect of B2B2C marketing to keep in mind as we go through these examples is that consumers will always be aware of the partnership.

In this example, when I go to the grocery store to buy my favorite chips, I understand that I am buying the chips from the store, but also that the chips originated from and were manufactured at one of Frito-Lay’s facilities.

B2B2C Marketing Strategy Example 2: Instacart

Sticking with groceries as a product category, Instacart is another, more modern example of B2B2C marketing in action. In this case, however, the grocery store is the first business and Instacart is the intermediary.

More specifically, if I own and operate a grocery store, I am limited to selling my products to consumers who walk into the physical location to purchase groceries.

But by partnering with a delivery service like Instacart, I now have a way to sell my products to people in their home, and without the need to worry about the logistics involved with food delivery.

B2B2C Marketing Strategy Example 3: Apple

Moving on to the tech industry, Apple is an excellent example to look at for a few reasons. For one, it engages in different B2B2C strategies related to both hardware and digital services.

Secondly, Apple is an example of a company whose business model consists of B2B, B2C, and B2B2C all at once.

In terms of hardware, Apple sells its iPhones to telecommunications companies, such as Verizon and T-Mobile, who then sell the iPhones directly to consumers (B2B2C). At the same time, Apple also sells its products directly to consumers at its own stores and on its website (B2C).

Regarding digital services, Apple provides its marketplace, the App Store, to software developers who can then sell their mobile applications to consumers (B2B2C).

Meanwhile, Apple also sells its own software solutions and platforms, such as Apple Business Manager, directly to business owners to support their operations (B2B).

B2B2C Marketing Strategy Example 4: Amazon

Amazon runs one of the largest and most successful B2B2C marketing operations in the world.

By providing an ecommerce marketplace, along with warehouse, customer support, and delivery services, businesses and manufacturers across industries gain the ability to sell their products to a wider range of consumers than they would normally have access to.

It’s also worth mentioning that, like Apple, Amazon also manufactures and sells its own products to consumers on its website (B2C), while also producing and distributing its own software solutions to businesses (B2B).

By this point, I hope you’ve gained a better understanding of what B2B2C marketing is and how it works in different industries and contexts.

Now, I want to examine a few specific strategies that can help businesses maximize the impact of their B2B2C marketing efforts.

3 Effective B2B2C Marketing Strategies

From what I’ve seen, the most successful B2B2C marketing strategies are those in which both businesses lean into the collaborative element of their partnership, finding creating ways for each to benefit while optimizing the experiences and satisfaction of the end consumer.

For example, I once worked for a small clothing company with a uniquely talented creative team and exclusive access to influential brand ambassadors. But they also had extremely limited capital, ecommerce capabilities, and access to consumers.

By partnering with a much larger, more established fashion brand, they were able to execute a collaborative campaign and get their products in front of a larger audience — all while providing their partner with high-quality creative content and a valuable influencer co-sign to help revive the brand’s image.

Here are just a few effective B2B2C marketing strategies that emphasize collaboration and mutually beneficial outcomes.

1. Collaborative Marketing Campaigns

Fostering brand awareness is often important to both businesses within a B2B2C marketing partnership.

As such, broadcasting your collaboration via creative advertising campaigns can be a great way to call attention to both brands as well as their specific services and product offerings.

For example, influencer marketing has become an increasingly effective way to reach online consumers and bring brands into the spotlight.

Whether it’s launched on social media or in the form of a television or streaming service advertisement, engaging a celebrity to promote the collaboration between brands will help ensure the partnership doesn’t fly under the radar.

Best for: B2B2C partnerships in which both companies have a significant consumer-facing element. For instance, if Samsung and Verizon collaborate on a campaign advertising a new mobile device combined with a service promotion, both businesses can increase sales based on the same campaign.

Pro tip: Using unified marketing software like Marketing Hub can be a big help here as you collaborate on campaigns.

2. Referral Programs

While by no means a new concept, establishing a referral program remains one of the most effective ways for businesses to collaborate to each party’s benefit.

In the case of B2B2C marketing specifically, this can allow an intermediary to be compensated for the sale of the first business’s product rather than merely supporting them or providing access to consumers.

Referral programs can be rolled out in a variety of ways, but in many cases, it’s as simple as agreeing on a fair commission for the intermediary based on each individual sale of a product or service.

As an example, if I own a SaaS company and partner with an online marketplace to sell my solutions, it might make sense to offer a 10% commission on each sale, particularly considering the sale wouldn’t have been possible without their services.

Best for: Businesses selling high-ticket items or services, such as SaaS and FinTech companies. In B2B2C marketing, referral programs tend to work best when the products being sold are more expensive.

Put simply, high-ticket items provide a better incentive for the intermediary, and the financial impact of the referral arrangement for both parties is much easier to estimate and track.

3. Personalization Based on Data Sharing

Finally, in many B2B2C partnerships, data sharing is one of the most important and valuable components of the relationship.

This is primarily because it allows businesses to gather and analyze consumer insights to create more personalized experiences, ensuring both a customer’s immediate satisfaction and making it easier to market similar products to them in the future.

For example, if I run an ecommerce platform that hosts and sells a company’s products, evaluating data related to that company’s consumer base will tell me more about who they are and what they like.

I can then use this information to offer those consumers additional products that align with their past purchases, behaviors, and preferences.

Best for: Businesses across industries that have advanced data management capabilities and processes. Personalization is an excellent tool, but there are certain instances in which data sharing is not a part of the B2B2C marketing partnership, or in which a business may not have the level of digital maturity or marketing software needed to make sufficient use of consumer data.

B2B2C marketing is a versatile solution.

The main thing I’ve learned from this post — and I hope you have too — is that B2B2C marketing is an incredibly diverse business model. It can take on virtually limitless forms and be implemented via a wide range of strategies.

The bottom line is that B2B2C marketing is a versatile solution for addressing a variety of needs. While the specific way it’s implemented will depend on both the businesses’ capabilities and what they’re looking to accomplish, it definitely has something to offer companies at all stages of their journey.