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“So, where do you see yourself five years from now?” Oof, that can be a tricky interview question, especially if you’re unsure of your professional goals.

When I graduated from college and started interviewing in my chosen field, I felt like I needed to plan my entire professional life, complete with one concrete end goal.

To be honest, it was overwhelming. I desperately needed actionable advice to plan steps to reach my professional goals.

In this post, we’ll define professional goals, provide examples, and give you tips so you can plan, meet, and exceed the goals you set for yourself.

What are professional goals?

Professional Goals Examples

Tips for Achieving Professional Goals

Work Towards Your Professional Goals

What Are Professional Goals?

Professional goals are achievements or milestones you hope to achieve in your career. These include personal and professional development, skill development, salary increases, career advancement, and switches.

Professional goals are often personal, but they don’t have to be. You can set professional goals for yourself and your team to help improve your organization and elevate it to the next level.

What makes a good professional goal?

What separates a professional goal from a wish is that professional goals are attainable and achievable when designed with the appropriate framework.

It’s important to point out that you might have one overarching professional goal, like “become professionally bilingual.”

However, under your overarching goal, you might have smaller, more manageable goals with a specific, actionable framework attached to them to help you reach your biggest goal.

The SMART goal framework is the perfect framework to apply to reach your big and small goals. The letters of SMART stand for:

• Specific
• Measurable
• Attainable
• Relevant
• Time-Bound

Let’s examine each letter so that you understand how to structure your goals for maximum achievement.

Specific

When writing your own professional goals, you need to be specific. For example, if you want to become bilingual to position yourself ahead of your competition in the job market, you need to be specific about the language you’ll need to learn.

There are over 2,000 languages worldwide, but only one or two will be relevant to your job market. Take some time to research your field before choosing your second language.

In other words, you need to ensure your smaller goal is specific enough to help you reach your overarching goal.

Measurable

If your goal is measurable, you can easily track your progress. You can make your goals measurable by including a number. For example, if your goal is to learn Spanish, a more measurable goal would be, “Learn five new Spanish vocabulary words.”

The difference between “Learn five new Spanish vocabulary words” and “Learn Spanish” is that you now have something to work on. Making your goals measurable can help break down the task, too.

Attainable

If your goals aren’t attainable, there’s a good chance they’ll fall into the “wishes” category. By adjusting your goals to your ability, you have something to work towards.

Once you reach your initial goal, you can change your objectives for continued improvement.

Attainable goals are helpful because they help you see how far you’ve come from your baseline. Small wins are encouraging and can help you push through to the end.

Relevant

The trick to the SMART goal framework is to keep your objectives relevant. For example, if I wanted to learn Spanish as a global sales rep, I would need to focus on learning vocabulary specific to my job.

While watching Spanish comedians might be a great way to learn new slang, it won’t help me communicate effectively and professionally with my clients.

Before setting your goals, ask yourself, “Will this goal help me reach my desired objective?” If the answer is yes, make sure it’s specific enough, measurable, and attainable. If the answer is no, this might be a goal you set aside and pick back up later.

Time-Bound

Putting a time frame on your goal helps you increase your motivation and stay accountable for your progress. Plus, when your goals are specific, measurable, attainable, and relevant, you can track your progress and better visualize your wins.

If you’re like me and tend to get off track, SMART goals are your best friend.

Writing and implementing SMART goals can help you reach your professional goals much faster because you can break your ultimate objective into actionable steps. Think of them as your plan for success!

Professional Goal Examples

Ready to set a goal for yourself, but you need some examples? Here are FIFTEEN examples of professional goals:

1. Land an internship

If you’re a college student looking for work experience or want to enter a new industry, landing an internship is an excellent goal. Internships are a great way to gain the skills you need to be successful in your industry.

Plus, you’ll gain insider knowledge. You can acknowledge your experience on your resume, giving you a leg up on your competition.

Pro tip: Check with your local labor unions or your university’s Student Success Center for leads on potential internships.

2. Grow Your Network

When I decided to become a freelance writer, I knew I needed to grow my network and connect with others.

Growing your network is a good idea for many reasons, including collaborating with like-minded people and uncovering career opportunities.

Becoming active on social media platforms, like LinkedIn, and attending in-person meetings is a great way to make yourself available and gain new connections.

Pro tip: If you want to grow your network online, commit to regularly posting updates on social media. Social media management tools can help you keep up with your posts and nurture relationships with your followers.

3. Learn a New Skill

Increasing your skill set is a fantastic professional goal. Think about the skills you need to be successful in your work. Are there any skills you need to brush up on?

Or, if you’re looking to change careers or get a promotion, which skills will make your transition easier? Make a list and find ways to gain those skills, like taking a class or attending a seminar.

Pro tip: After making your list of desired skills, use the SMART goals framework to create an actionable learning plan.

4. Start a Podcast

Kaitlin Milliken, Senior Program Manager HubSpot, made starting a podcast one of her professional goals. Podcasting is a great way to gain technical and interviewing skills.

Milliken says, “One of my professional goals was to start a podcast. I was lucky enough to work as a multimedia producer at a startup that was looking to kick one off. I started by listening to other shows for inspiration — Reply All, The Journal, and Post Reports were really big at the time.

Miliken says she spoke with a few folks who had started their own hobby shows to get a sense of what gear was available within her budget.

“After that, I pitched ideas, wrote scripts, and started booking interviews. The big challenge was finding the time,” she says. “I was still reporting stories, making newsletters, and creating videos in my role.”

She explains, “I had to be very intentional about blocking off time on my calendar so I could accomplish this professional goal.”

Pro Tip: If starting a podcast is one of your professional goals, listen to related podcasts for inspiration for your own.

5. Earn a Professional Certificate

Depending on your job, you may need a professional certificate to advance your career. As a teacher, I needed to become licensed to teach my chosen subject. So, I spent a lot of time taking education courses to gain licensure.

If earning a professional certificate is on your list of professional goals, look for classes that offer relevant certifications. Then, commit to signing up for and completing the course.

Pro tip: Many companies offer continuing education courses for their employees. Take advantage of these offerings to advance your career and deepen your knowledge base. HubSpot Academy is also a great resource for learning new skills and receiving certifications.

6. Start a New Business or Company Initiative

Your personal goals can double as a company initiative, too. Not only will you benefit from gaining new skills, but your company benefits from your efforts, too. Caroline Forsey, Principal Marketing Manager at HubSpot, made starting a new company-wide initiative one of her professional goals.

Forsey says, “A professional goal I set for myself was to own the first thought leadership program at HubSpot — I succeeded in doing so by leaning into team and company-wide goals and ensuring my program became indispensable to hitting those goals.”

She explains, “So, for instance, I knew our team-wide goals were to grow organic traffic on the SERPs.”

Rather than leaning into social or email views for my program, Forsey ensured she kept organic views top-of-mind with each piece of content she created for the program.

“I continued to ask myself: Does this have search intent? Is there MSV? Can I make it more SEO-optimized?” she explains. “It’s always tempting to lean into personal interests when creating and working towards a goal, but it’s critical you keep the larger picture top-of-mind if you want it to gain buy-in from stakeholders.”

7. Become a Pro at Time Management

If you’re anything like me, the workday can slip by before you know it. And in times like that, productivity seems to go out the window. Becoming better at time management is an excellent professional goal and a necessary skill for many jobs within any industry.

To improve your time management, you might need to reduce your distractions or use a planner to schedule your workday.

Pro tip: Time blocking is a fantastic way to stay on task. At the start of each day, write down your to-do list and break it into smaller chunks that you can complete in a certain amount of time. Then, commit to completing those tasks during your given timeframe.

8. Increase Your Sales

If you’re in sales, you know how important it is for your company to reach your sales and revenue targets yearly. So, setting “Increase My Sales” as a personal and professional goal is not a bad idea. Take a look at your numbers, then determine where and how you need to improve it.

Pro tip: Check with your managers about their sales enablement program. Sales enablement can help you learn how to manage your sales more effectively.

9. Be a Star Employee

Becoming a star employee is really about advancing your career within your company. Erica Santiago, Marketing Manager at HubSpot, made this one of her professional goals and told me how she did it.

Santiago says, “A professional goal of mine at HubSpot was to really own a lane in terms of content so that I could be a go-to for certain projects and really get my name out in the company.”

She says she noticed other writers and contributors seemed to really own a topic, and it helped them stand out.

“I wanted to do the same to set myself up for opportunities,” she says. “I achieved this by taking a moment to ask myself what my strengths are, what topics I enjoy, and how these things tie in with HubSpot’s greater goals.”

Eventually, Santiago realized that the creator economy is a topic that she’s really familiar with, thanks to the content creation she does outside of HubSpot.

She then realized there are content creators who could benefit from HubSpot’s marketing products and blog content.

“From there, I took it upon myself to write more content centered on creators and eventually started my series ‘The Creative,'” she explains. “It‘s still getting off the ground, but the content that’s come out so far has proven it to be a promising project.”

She continues, “Now, I‘m regularly assigned creator economy-based content, and I’ve carved my own niche within the marketing blog.”

10. Become a Mentor

If you feel you have a lot of industry experience and knowledge to share, consider making “Become a Mentor” one of your professional goals. As a mentor, you’ll gain leadership skills, like teaching, while positioning yourself as a leader in your field.

Pro tip: If you want to become a mentor, consider partnering with your manager to design a mentorship program for new employees. If your organization already has a mentorship program, sign up to share your knowledge with others.

11. Create a Work-Life Balance

As someone who works from home, it can be tempting to work 24/7. But one of the biggest reasons I started my own business was to have time for the things I wanted to pursue—like running a half marathon and working on my personal blog.

So, making it a goal to create a better work-life balance was a must! Time to refresh and recharge is critical to decreasing the chance of burnout.

Pro tip: Commit to keeping your work at work. That means getting into the habit of leaving unfinished tasks on your desk for the next day. You can always pick up on your tasks later.

12. Get a Promotion

Many people share the professional goal of working towards a promotion, which often comes with a salary increase.

Martina Bretous, Editor of HubSpot’s Next in AI blog, made getting a promotion her goal. But she didn’t sit idly by and wait for her managers to notice her. Instead, she made a plan and shared it with me.

Bretous says one of her professional goals was to become a blog editor at HubSpot.

“The first thing I did was ask blog editors to shadow them. This was a key part of my learning,” she recalls. “I had to understand the day-to-day of the role and ask questions to understand initiatives, goals, and challenges.

She then took any opportunity to fill in when an editor was out of the office. This gave her the hands-on experience she was looking for before she was actually in the role full-time.

“All of this prep work set me up nicely so that when an opportunity presented itself to fill in that role, I was a shoo-in because I knew the property very well,” she says. “Other editors could recommend me as someone who understood the blog and confirm that I had hands-on experience.”

13. Become a Pro at Technology

Technology is constantly changing, which sometimes means our jobs change with it. If using technology is integral to your job, consider becoming a pro or super user of your tech stack.

This will help keep your skills current and set you up as the office go-to for assisting others in learning, too.

Pro tip: Depending on the tech you use in the office, many organizations offer training courses on how to use their products. Sign up for their email newsletter to stay on top of their training and product releases.

14. Publish Your Research

Publishing your research can set you up for success and position you as an industry expert. Consider writing and publishing your work in industry publications if this is a career goal.

You’ll gain new writing skills and learn how to promote your work to experts in the field.

Pro tip: Research industry publications and their submission guidelines. Each publication may have different submission guidelines, and it’s helpful to know them upfront to save time in the submission process later.

15. Receive an Award

It’s nice to be recognized for your dedication and hard work. Plus, recognition can add to your credibility and credentials as an expert. Receiving acknowledgments and an award takes time, though.

But if this is your professional goal, it’s well worth the effort.

Pro tip: Consider the backgrounds of the award winners within your industry. What did they do to stand out amongst the crowd? Use what you learn from their experiences to map your own path to success.

Be sure to make it your personal roadmap, though, to stand out.

Tips for Achieving Professional Goals

Ready to set your goals in motion? Here are five tips from me and our HubSpot experts for achieving professional goals.

1. Lean Into Your Network

Your network is a gold mine of opportunity. Instead of “gold mine,” rebrand it to “goal mine.”

Milliken offers expert advice on using your network to achieve your professional goals:

“Make the most of your network. The chances are there’s someone you already know who has accomplished the professional goal you want to achieve. In my experience, people have been really generous about sharing their advice. You just need to reach out.”

2. Break Your Goals Down

If you’re not careful, your professional goals can become too big to achieve and manage. Instead, follow Bretous’ advice and break your goals into smaller pieces.

Bretous says, “My advice to anyone with a goal is to break it down into bite-size pieces. Because having a goal can get overwhelming when you see how much you have to accomplish to get there.”

She explains, “To avoid that, break it into measurable, smaller goals that you can tackle on a daily or weekly basis. And don’t forget to lean on colleagues and managers for help in achieving this goal.”

3. Find a Mentor

You don’t have to tackle your goals alone. Support, especially from a mentor or manager, is invaluable.

Santiago suggests reaching out to your manager. 

“Share your goals with your manager so they can help steer you in the right direction,” she explains. “When I first thought of The Creative, I wasn’t sure how to pitch it or what direction to take it in. So, I reached out to my manager, and he helped me fill in the blanks.”

4. Be Your Own Advocate

Advocating for yourself is a tough lesson to learn. However, if you want to achieve professional goals, you need to learn to be your own advocate.

Forsey agrees and offers two essential tips for advocating for yourself. Forsey says, “My tip for achieving personal goals is a) ensure your personal goals are aligned with larger business goals, and b) be a major advocate for yourself!”

She explains, “Let people across the company know the impact your goals are having on the company— and, equally importantly, make sure your manager as well as leadership is aware of your personal goals.”

Forsey says to continue asking your manager things like, “My personal goal is X. What is your advice on how to get closer to that goal?” or “My personal goal is X. How am I measuring up when it comes to meeting that goal?”

“Having leadership aware of your personal goals helps create personal momentum even on the days that you’re feeling less motivated,” she says.

5. Seek Feedback

My last tip for achieving professional goals is to seek feedback. In my experience, feedback is an invaluable tool for guiding your personal improvement.

If your manager doesn’t directly offer feedback, don’t be afraid to ask for it. Their insights into your work can help you identify areas for improvement that you might not have been aware of.

Work Toward Your Professional Goals

Professional goals are more than things to check off your to-do list. Instead, they help advance your career and give you a purpose for your hard work.

Don’t let your goals get out of hand, though. Set yourself up for success by using the SMART goals framework and breaking your goals into smaller tasks. With this framework in place, you’ll hit your targets in no time!

Almost any business, at a certain point, finds itself in need of external expertise. For some industries, the way to find the right partner is obvious — creating and putting a request for proposals (RFP) into the world.

However, these businesses will tell you that it takes them hours upon hours to create each document. Let alone shortlist candidates and select the winning bid. Luckily, as in many other business areas, AI can come to the rescue.

In this article, I look at how you can use automation and AI to speed up your work on RFPs. I paid particular attention to the writing stage and checked how helpful ChatGPT can be in creating a template. Let’s dive in.

What is an RFP?

Using AI to Help Create My RFP.

RFP Automation tools.

Best Practices for RFP Automation.

What is an RFP?

An RFP, short for a request for proposal, is a document businesses and government institutions use to announce a project and find qualified contractors to collaborate with.

RPFs include a detailed project description and vendor requirements. Those who publish an RFP verify the quality of the received proposals and the bidders’ abilities to successfully deliver the project.

One way to make it even simpler? You can use HubSpot’s free, tried-and-tested RFP templates to ensure you’re asking vendors all the right questions.

Using Automation When Writing RPFs

According to Loopio, 44% of organizations already use RFP software to automate repetitive work. With the rise of AI, I believe this number will continue to climb.

RFP automation is about more than just template creation. It can also:

• Save time by generating RFP content. If your tool offers generative AI capabilities, you can ask it to create ready-to-use instructions for bidders. Depending on your needs, you can also prompt it to adjust template sections or make layout suggestions.
• Boost team collaboration. Automation tools let you share your RFP with others at your company to collect their feedback quickly. Best of all, it automatically merges work from different collaborators to make sure everyone is working on the latest version.
• Simplify proposal evaluation. RFP software can organize applications automatically based on your custom labels or information from the document, like industry or company size. This allows you to review and score bids in an organized, more effective manner.

I will review these and other benefits later in this piece. Let’s move on to test out RFP automation.

Using AI to Help Create My RFP.

I hear every day that AI is revolutionary. But, I want to test it out for every use case. In this scenario, I use ChatGPT to create an RFP document. I gave the experiment three attempts.

I made each prompt more detailed than the previous version to see how the output would improve with more information.

Here are the results.

Take One

Prompt: “You are a Marketing Manager at a SaaS company, please create an RFP to find a contractor that could redesign the website. The work would include creating a new visual identity, creating a new layout, and revisiting the website architecture and categories. You will accept applications from agencies and freelancers.”

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

We are seeking proposals from qualified contractors to redesign our company’s website.

As a Software as a Service (SaaS) company, we understand the importance of a visually appealing, user-friendly website that effectively communicates our brand identity and product offerings.

The scope of work includes creating a new visual identity, redesigning the layout, and revisiting the website architecture and categories to enhance user experience and engagement.

Company Background

[Company Name] is a leading SaaS provider in [industry/sector]. Our innovative solutions empower businesses to [brief description of company mission/goals].

Project Objectives

• Create a modern, visually appealing website that reflects our brand identity and values.
• Develop a user-friendly layout that enhances navigation and accessibility for our target audience.
• Revise the website architecture and categories to streamline the content organization and improve user experience.
• Ensure responsiveness across all devices and browsers for seamless access and functionality.
• Maintain SEO best practices to optimize website visibility and search engine rankings.
• Provide ongoing support and maintenance post-launch.

Scope of Work

• Conduct an initial consultation to understand our company’s goals, target audience, and branding requirements.
• Develop a new visual identity, including color scheme, typography, and imagery consistent with our brand guidelines.
• Design wireframes and mockups for the website layout, incorporating feedback and revisions as needed.
• Implement the approved design into a functional website, utilizing responsive web design principles.
• Review and optimize website architecture and navigation to improve user experience and SEO.
• Populate the website with existing content and assist with content migration as necessary.
• Conduct testing to ensure cross-browser compatibility, responsiveness, and functionality.
• Provide training and documentation for our team to manage and update the website content.
• Offer ongoing support, maintenance, and updates as required.

Proposal Requirements

• Company/Freelancer Profile: Provide an overview of your company or individual qualifications, including relevant experience in website design and development, particularly within the SaaS industry.
• Portfolio: Showcase examples of previous website redesign projects, highlighting your design aesthetic, user interface, and functionality.
• Approach: Outline your approach to redesigning our website, including your process for understanding our requirements, designing the layout, and implementing the changes.
• Timeline: Provide an estimated timeline for each phase of the project, from initial consultation to website launch.
• Cost: Present a detailed breakdown of costs for the entire project, including design, development, testing, and ongoing support/maintenance.
• References: Include client references or testimonials from previous website redesign projects.

Submission Details

Please submit your proposal by [deadline] to [contact person] at [email address]. If you have any questions or require further clarification, do not hesitate to contact us.

Evaluation Criteria

Proposals will be evaluated based on the following criteria:

• Experience and expertise in website design and development, particularly within the SaaS industry.
• Quality and creativity of proposed design concepts and layouts.
• Ability to understand and meet our company’s branding and user experience requirements.
• Cost-effectiveness and value proposition.
• Client references and testimonials.
• We look forward to receiving your proposal and partnering with a skilled contractor to enhance our online presence and user experience.

Sincerely,

[Your Name]

Marketing Manager

[Company Name]

What I Think

Overall, I am satisfied with the structure and feel this is a good starting point. However, I’m not entirely happy with the content. But, in ChatGPT’s defense, I didn’t mention a lot of information.

For example, I didn’t name a specific company here. I only mentioned that the RFP was published by a “SaaS company.”

I think ChatGPT tried doing something with this vague information by adding the sentence: “As a Software as a Service (SaaS) company, we understand the importance of a visually appealing, user-friendly website that effectively communicates our brand identity and product offerings.” It doesn’t really have any informational value, though, so I would omit it.

Based on this first try, I decided that the next prompt needed to include a company name, deadline, requirements, and budget.

Take Two

Prompt: “You are a Marketing Manager at Slack, please create an RFP to find a contractor that could redesign the website. The work would include creating a new visual identity, a new layout, and revisiting the website architecture and categories. You will accept applications from both agencies and freelancers. The deadline for submissions is June 25.

To apply, vendors need to have at least three years of commercial experience in UI/UX design. They must also have an understanding of website development technologies, as well as good communication and project management skills.

The application needs to include links to examples of work. The team should have high communication skills. The budget for the project cannot exceed $12,000. The project must be completed by October 31. Submissions can be sent via email or through a form available at [URL].”

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

Slack, a leading provider of communication and collaboration software, is seeking proposals from qualified contractors to redesign our company website.

The objective is to create a fresh visual identity, design a new layout, and optimize website architecture and categories to better serve our users.

We welcome applications from both agencies and freelancers who have a minimum of three years of commercial experience in UI/UX design, possess an understanding of website development technologies, and demonstrate excellent communication and project management skills.

Company Background

Slack is a globally recognized platform that enables teams to communicate, collaborate, and work more effectively. Our mission is to make work simpler, more pleasant, and more productive for millions of people around the world.

Project Objectives

• Create a new visual identity that aligns with Slack’s brand values and design principles.
• Design a modern, user-friendly layout that enhances navigation and usability.
• Revisit the website architecture and categories to improve content organization and user experience.
• Ensure responsiveness across all devices and browsers for seamless access and functionality.
• Maintain SEO best practices to optimize website visibility and search engine rankings.

Scope of Work

• Initial Consultation: Conduct a discovery phase to understand Slack’s brand identity, target audience, and website requirements.
• Visual Identity: Develop a new visual identity, including a color scheme, typography, and imagery that is consistent with Slack’s brand guidelines.
• Layout Design: Create wireframes and mockups for the website layout, incorporating feedback and revisions as needed.
• Website Development: Implement the approved design into a functional website, utilizing responsive web design principles.
• Content Organization: Review and optimize website architecture and categories to improve user experience and navigation.
• Testing and QA: Conduct thorough testing to ensure cross-browser compatibility, responsiveness, and functionality.
• Training and Documentation: Provide training and documentation for Slack’s team to manage and update the website content.
• Support and Maintenance: Offer ongoing support, maintenance, and updates post-launch to ensure the website’s continued performance and relevance.

Proposal Requirements

• Company/Freelancer Profile: Provide an overview of your company or individual qualifications, including relevant experience in UI/UX design and website development.
• Team Composition: Describe your team’s communication skills and project management capabilities.
• Portfolio: Include links to examples of previous website redesign projects showcasing your design aesthetic, user interface, and functionality.
• Approach: Outline your approach to redesigning Slack’s website, including your process for understanding requirements, designing the layout, and implementing changes.
• Timeline: Provide an estimated timeline for each phase of the project, from initial consultation to website launch, by October 31.
• Cost: Present a detailed breakdown of costs for the entire project, ensuring the budget does not exceed $12,000.
• References: Include client references or testimonials from previous website redesign projects.

Submission Details

Please submit your proposal by June 25 via email to [contact person] at [email address], or through the form available at [URL]. Applications received after this deadline will not be considered.

If you have any questions or require further clarification, please reach out to [contact person].

Evaluation Criteria

Proposals will be evaluated based on the following criteria:

• Experience and expertise in UI/UX design and website development, with a minimum of three years of commercial experience.
• Quality and creativity of proposed design concepts and layouts.
• Ability to understand and align with Slack’s brand identity and user experience goals.
• Cost-effectiveness within the specified budget of $12,000.
• Team communication skills and project management capabilities.
• Client references and testimonials.
• We look forward to receiving your proposal and potentially collaborating with a skilled contractor to enhance Slack’s online presence and user experience.

Sincerely,

[Your Name]

Marketing Manager

Slack

What I Think

The result I got is much better than the initial attempt. I like that ChatGPT followed all the instructions and added a few contextual details. I didn’t include what tone of voice I’d like the RFP to feature, so ChatGPT chose to play it safe.

There were a few terms or sentences that I thought were a bit awkward or vague.

For example, it described Slack as “a leading provider of communication and collaboration software,” which sounds pretty official. Instead, it could have gone with a simpler “a leading communication platform.”

I liked that the requirements paragraph mentioned detailed criteria as to who should apply.

My favorite part, though, is the mission statement: “To make work simpler, more pleasant, and more productive for millions of people around the world.” It does sound inspiring, and I think it has that Slack feel.

Bonus points for a very actionable vendor requirement: “Describe your team’s communication skills and project management capabilities.”

I like how it encourages applicants to give an outside-the-box response and to pitch what type of team they are. Such RFP submissions could make it much easier for evaluators to choose the right culture fit.

In my third attempt, I asked ChatGPT to match Slack’s tone of voice better. This was the only change I made to the prompt.

Take Three

Prompt: “You are a Marketing Manager at Slack, please create an RFP to find a contractor that could redesign the website.

The work would include creating a new visual identity, creating a new layout, and revisiting the website architecture and categories. You will accept applications from both agencies and freelancers. The deadline for submissions is June 25.

To apply, vendors need to have at least three years of commercial experience in UI/UX design. They must also have an understanding of website development technologies, as well as good communication and project management skills.

The application needs to include links to examples of work. The team needs to have high communication skills. The budget for the project cannot exceed $12,000. The project must be completed by October 31. Submissions can be sent via email or through a form available at [URL]. Please use a more friendly tone of voice that resembles how Slack communicates.”

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

Greetings! Slack, the powerhouse behind communication and collaboration, is on the hunt for skilled contractors to give our website a stunning facelift.

We‘re looking for experts who can breathe new life into our visual identity, craft a fresh layout, and refine our website’s architecture and categories to elevate user experience.

We welcome applications from agencies and freelancers with a minimum of three years of commercial experience in UI/UX design, a solid grasp of website development technologies, and excellent communication and project management skills.

Company Background

At Slack, our mission is simple yet profound: to simplify work and make it more enjoyable and productive for teams worldwide.

We‘ve built a platform that’s transforming the way people collaborate and communicate, and now it’s time to ensure our website reflects the same level of excellence.

Project Objectives

• Develop a new visual identity that resonates with our brand’s essence and values.
• Design a user-friendly layout that delights visitors and enhances navigation.
• Optimize website architecture and categories to streamline content discovery.
• Ensure seamless responsiveness across all devices and browsers.
• Maintain strong SEO practices to enhance visibility and search rankings.

Scope of Work

• Initial Consultation: Collaborate with us to understand Slack’s ethos, target audience, and website requirements.
• Visual Identity: Craft a fresh visual identity encompassing colors, typography, imagery, and icons in line with Slack’s brand guidelines.
• Layout Design: Develop wireframes and mockups that captivate and guide users through an engaging website journey.
• Website Development: Implement the approved design with responsive web design techniques for optimal performance.
• Content Organization: Review and optimize website structure and categories to facilitate seamless navigation and content discovery.
• Testing and QA: Conduct rigorous testing to ensure compatibility, responsiveness, and functionality across various platforms.
• Training and Documentation: Provide comprehensive training and documentation to empower our team in managing and updating website content.
• Support and Maintenance: Offer ongoing support and maintenance post-launch to uphold website integrity and performance.

Proposal Requirements

• Company/Freelancer Profile: Share insights into your expertise in UI/UX design and website development and why you’re the ideal partner for this project.
• Team Composition: Highlight your team’s communication skills and project management capabilities.
• Portfolio: Showcase examples of your previous website redesign projects that demonstrate your design prowess and user-centric approach.
• Approach: Outline your strategy for tackling Slack’s website redesign, from understanding requirements to delivering the final product.
• Timeline: Provide a detailed timeline for project completion, ensuring launch by October 31.
• Cost: Present a transparent breakdown of costs, adhering to the project budget of $12,000.
• References: Include client references or testimonials that attest to your professionalism and quality of work.

Submission Details

Kindly submit your proposal by June 25 via email to [contact person] at [email address] or through the form available at [URL]. For any inquiries or clarifications, please don’t hesitate to reach out to [contact person].

Evaluation Criteria

Proposals will be evaluated based on:

• Demonstrated expertise in UI/UX design and website development.
• Creativity and effectiveness of proposed design concepts and layouts.
• Alignment with Slack’s brand identity and user experience objectives.
• Adherence to the project budget and timeline.
• Strong communication skills and project management capabilities.
• Client testimonials or references showcasing your track record of success.
• We eagerly anticipate receiving your proposal and embarking on this exciting journey together to enhance Slack’s online presence and user experience.

Warm regards,

[Your Name]

Marketing Manager

Slack

What I Liked

Overall, ChatGPT did a very good job and created a good first draft. There are a few things I would have made differently — as you’ll see next — but I really liked the output.

I noticed the difference in the tone of voice. There is a high level of detail, and the structure is clear, making the RFP very actionable.

I felt that ChatGPT took it a bit over the edge with the requirement for a friendly tone of voice. It added too many idioms or unnecessary words to prove the friendliness, but that’s an easy fix.

Take Four — My Version

Request for Proposal (RFP) for Website Redesign

Project Overview

Slack, the world’s leading communication platform, is looking for skilled contractors to give our website a gentle facelift.

We‘re looking for experts who can breathe new life into our visual identity, craft a fresh layout, and refine our website’s architecture and categories to improve user experience.

We welcome applications from agencies and freelancers with a minimum of three years of commercial experience in UI/UX design, a solid grasp of website development technologies, and excellent communication and project management skills.

Company Background

At Slack, our mission is simple yet profound: to simplify work and make it more enjoyable and productive for teams worldwide.

We‘ve built a platform that’s transforming the way people collaborate and communicate, and now it’s time to ensure our website reflects the same spirit.

Project Objectives

• Develop a new visual identity that resonates with our brand values.
• Design a user-friendly layout that delights visitors and improves navigation.
• Optimize website architecture and categories to streamline content discovery.
• Ensure responsiveness across all devices and browsers.
• Maintain strong SEO practices to enhance visibility and search rankings.

Scope of Work

• Initial Consultation: Collaborate with us to understand Slack’s ethos mission, target audience, and website requirements.
• Visual Identity: Craft a fresh visual identity, making sure colors, typography, imagery, and icons are in line with Slack’s brand guidelines.
• Layout Design: Develop wireframes and mockups to create enjoyable experiences that guide users through their journey.
• Website Development: Implement the approved design with responsive web design techniques for optimal performance.
• Content Organization: Review and optimize website structure and categories to make it easy to explore the site and discover content.
• Testing and QA: Conduct rigorous testing to ensure compatibility, responsiveness, and functionality across various platforms.
• Training and Documentation: Provide training and documentation to empower our team in managing and updating website content.
• Support and Maintenance: Offer ongoing support and maintenance post-launch to uphold website integrity and performance.

Proposal Requirements

• Company/Freelancer Profile: Share insights into your expertise in UI/UX design and website development and why you’re the ideal partner for this project.
• Team Composition: Highlight your team’s communication skills and project management capabilities.
• Portfolio: Showcase examples of your previous website redesign projects that demonstrate your design prowess and user-centric approach.
• Approach: Outline your strategy for tackling Slack’s website redesign, from understanding requirements to delivering the final product.
• Timeline: Provide a detailed timeline for project completion, ensuring launch by October 31.
• Cost: Present a transparent breakdown of costs, sticking to the project budget of $12,000.
• References: Include client references or testimonials that prove your professionalism and quality of work.

Submission Details

Submit your proposal by June 25 via email to [contact person] at [email address] or through the form available at [URL]. For any questions or clarifications, please don’t hesitate to reach out to [contact person].

Evaluation Criteria

Proposals will be evaluated based on:

• Demonstrated expertise in UI/UX design and website development.
• Creativity and effectiveness of proposed design concepts and layouts.
• Alignment with Slack’s brand identity and user experience objectives.
• Adherence to the project budget and timeline.
• Strong communication skills and project management capabilities.
• Client testimonials or references showcasing your track record of success.

We’re looking forward to receiving your proposal and potentially working together on this new milestone in Slack history.

[Your Name]

Marketing Manager

Slack

RFP Automation Tools

Responsive

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Responsive is a strategic response management platform that uses AI to assist proposal teams in creating RFPs that are both compliant and of high quality.

It makes content recommendations and automates tedious tasks, which would normally require a lot of manual work. It offers numerous integrations and APIs, making it easy to integrate with your current tool stack. Among others, it offers features like:

• Automation. On top of helping you select the best RFPs, it automates formatting, branding, and drafting.
• Searchable knowledge libraries. You can find answers to some of the toughest questions within seconds
• Customized responses. Use tables, images, and rich text to enhance your answers.

What I like: It’s easy to navigate and allows multiple people to work together on a single project. The fact that all projects are within a single space is also very helpful, and you can track the progress as the writer inputs their answers.

Loopio

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Loopio makes answering RFPs and security questionnaires easy. The main goal of the platform is to simplify and streamline the RFP process. On top of requests for proposals, you can use Loopio for:

• Requests for information (RFIs).
• Requests for quotes (RFQs).
• Due diligence questionnaires (DDQs).
• Security questionnaires (SQs).
• Any customer questions.

It offers the following features:

• A customizable library. You can add stacks and tags to all the answers to nicely organize them.
• Project translations. You can translate your RFPs into multiple languages.
• Duplicate detention. Loopio spots duplicate entries automatically, thanks to machine learning.
• Freshness scoring. You can view when the content was last reviewed and whether it needs to be updated.

What I like: I can use the library to find answers to the previously asked questions, which is a real time saver. Being able to conduct reviews throughout the year helps with keeping answers up-to-date.

Also, the fact that duplicate content is removed automatically lets you keep the database well-organized.

Deep Stream

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Deep Stream is more than just an RFP automation tool. It acts as a centralized vendor platform. Teams use it to create, update, and share RFPs and to collect proposals from interested vendors.

To create a new RFP, you can repurpose your existing content. Your template will be pre-filled with copy from your previous documents, saving you the hurdle of manual copy-pasting.

Once you’ve published the RFP and collected responses, you can also keep bidders up-to-date by sending out status updates from the system.

What I like: Deep Stream lets your vendors handle their profiles and update information. This will come in handy, especially for recurring bidders. When you need to get in touch regarding an RFP application, you’ll have all the current contact information.

PandaDoc

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When I see PandaDoc, I immediately think e-signature software. Not everyone knows this, but this handy tool also includes advanced RFP automation features.

PandaDoc offers a library of free, customizable templates. While most of these are tailored towards vendors who are looking for ready-to-use response frameworks, you can still benefit a lot from PandaDoc as an RFP publisher.

You can upload your own RFP templates and give access to everyone involved in writing these requests on your organization’s behalf. Plus, you can create automated workflows, deciding on what happens once your RFP is ready.

As PandaDoc says, you can create “endless automations so you can put reminder emails, document updates, payment collection, and signing orders on autopilot.”

What I like: As a PandaDoc fan myself, I like how RFP automation features are blended in with the core, electronic signature capabilities. These let you accelerate your request for proposal formalities even further.

Best Practices for RFP Automation

1. Manage your legal compliance and secure better proposals.

You can use RFP software to improve legal compliance and secure better proposals.

Jonathan Feniak, general counsel at LLC Attorney, says, “With software, you can assign user permissions to control who accesses data and keep version histories to track changes made to the RFP document for audit trails.”

It’s also possible to use integrated e-signature features for secure and legally binding agreements, all while prequalifying or disqualifying vendors using project-specific criteria.

Feniak adds that “it’s much easier to manage legal compliance and pull higher-quality proposals with the help of the right automation software.”

2. Establish clear, standardized templates for RFPs.

To maximize the efficiency of RFP automation software, it’s best to come up with clear, standardized templates. These should include predefined sections, questions, and criteria that match the company’s needs and values.

Michael Campbell, owner of SAT Stained Concrete, says, “By standardizing the format, you streamline the creation process, ensuring consistency and saving time for both your team and potential vendors.”

Additionally, Campbell suggests including clear instructions and guidelines for vendors to follow when submitting proposals.

This clarity reduces the likelihood of misunderstandings and ensures that you receive relevant and comparable responses. That makes the short listing process smoother and more objective, adds Campbell.

It’s also worth creating a content library with pre-approved questions, response frameworks, and pricing tools. This is an approach that John Pennypacker, vice president of sales and marketing at Deep Cognition, follows at this company.

“This allows us to quickly spin up new RFPs by mixing and matching pre-built modules rather than starting from scratch each time,” he says. “Having these proven templates on hand drastically cuts down time-to-publish while ensuring a consistent structure and language across RFPs. It also makes it easy to enforce our brand voice and messaging guardrails.”

3. Use automated reminders and notifications in RFP automation.

If you receive a lot of bids, it’s worth turning to automated reminders and notifications to let vendors know about the deadlines. This will help you keep the entire process under control.

Peter H Hoopis, president of Peter Hoopis Ventures, LLC, says that “you can customize notifications based on urgency and vendor response status. For example, send reminders a week before the deadline for vendors who haven’t submitted, and closer reminders as the deadline approaches.”

Hoopis also adds that it’s beneficial to include clear instructions along with a confirmation that you’ve received each vendor’s application.

He says, “When you send notifications, personalize them by using the vendor’s name to create a more engaging experience. This speeds up the RFP process and ensures vendors are well-informed and engaged, leading to smoother short listing and selection.”

4. Provide clear, detailed, and specific requirements for project vendors.

The more specific you are about the project requirements, the higher the chance of receiving high-quality bids. They should be clear and detailed to reduce any misunderstandings.

Andrew Cussens, owner of film and photography studio FilmFolk, says that the more details his team provides, the better the quality of proposals.

“As for distributors’ requirements, such as capacity, we could leave open but specify the expected minimum output, such as the production capacity. We could also require a response to questions asked by both clients and distribution vehicles,” he adds.

5. Select the right software.

This one is probably a no-brainer. Pick a tool that is in line with your business needs and your budget.

You might look for a specific feature such as automated scoring or the number of integrations it offers to make sure it seamlessly integrates with your tools.

The latter was one of the main selection criteria for Richard Morgan, founder of Catalyst Fund.

He says, “A key practice I’ve found in using RFP automation software effectively is leveraging its integration capabilities to synchronize with our existing CRM and ERP systems. This integration allows for seamless data flow, which is crucial for creating RFPs quickly.”

He adds that by automatically pulling data, he can ensure accuracy and consistency in the RFP documents, all while significantly reducing time spent on manual data entry.

Meanwhile, Michael Sawyer, operations director at Ultimate Kilimanjaro, underlines the importance of industry specificity.

“Finding a platform specific to your industry is important. Since I run a travel excursions and tourism-focused business, Navan has worked the best for us. It has helped me keep track of vendors and acceptance of the ones that are a good match for us,” Sawyer says.

6. Incorporate AI-powered features to make things easier.

After seeing how well ChatGPT had done with our demo RFP, this piece of advice surely isn’t surprising. One of the professionals who spoke highly of AI-powered content in the RFP process is Lily Bradic, marketing lead at Outverse.

She says that RFP content creation is at the top of her list, right next to the more popular AI support assistants and intelligent documentation features.

This way, “organizations can expedite the generation of RFP content, streamline the process, and allow teams to focus on strategic aspects of vendor selection rather than getting bogged down in repetitive tasks.”

All this lets teams become faster and more accurate in their work. “They’re also more adaptable to evolving requirements, ultimately facilitating smoother procurement processes for modern startups and CX teams,” Bradic concludes.

7. Define clear objectives for the entire RFP process.

Everyone who publishes an RFP knows the goal of the call for proposals. After all, they’re looking for a web design agency because they know they need a website change in the first place, right?

This clarity should extend to all other steps of the RFP journey — from writing the document to selecting the winning bid.

Let’s take RFP scoring as an example. How will an automation tool help you score vendor applications? What criteria will you use, and how many team members do you want to involve in the evaluation process?

Knowing the answers to these questions will help you improve the quality of vendor selections and use fair, standardized scoring factors.

8. Enable collaborative scoring.

Lisa Rehurek, founder and CEO at The RFP Success Company, calls this her number one piece of advice.

“Allowing team members to score vendor responses is a crucial best practice for RFP automation,” she says. “You can leverage everyone’s diverse expertise and views. They can be subject matter experts or come from procurement, IT, or legal.”

That said, Rehurek also mentions that they should be using predefined criteria. Users can rate factors like technical capabilities, pricing, implementation plans, and vendor qualifications.

“The fact that it doesn’t rely on one decision-maker ensures a full and fair evaluation,” Rehurek says.

Based on aggregated results, you can identify the top-ranking candidates and short list them for further consideration.

Perhaps most importantly, Rehurek says, “The software can also show scoring discrepancies, prompting more discussion and alignment among the review team.”

Collaborative scoring promotes transparency, accountability, and buy-in throughout the evaluation process, Rehurek says. You can then make better vendor choices.

“Many types of stakeholders back the results with their input. This teamwork is particularly vital for complex, high-stakes RFPs,” Rehurek says.

9. Create automated workflows for most time-consuming processes.

Break down your RFP process into smaller steps. Which stages require the most back-and-forth communication or manual work? These should be your first candidates for automation.

Think of things like distributing the RFP, replying to vendor queries, or keeping all applicants updated on the selection process.

For Ryan Carrigan, CEO and co-founder of Move Buddha, one such process was requisition. “Automating it has freed up time that I can use to focus on growing my business,” he says.

By streamlining the RFP creation process, Carrigan can better handle intake workflows and supplier requisitions.

“It even automates the management of our purchase orders,” he says. “Investing in a good RFP can help you run and grow your business more effectively.”

10. Centralize all vendor communication.

Using an automation platform for all vendor and internal communication helps keep everyone posted on the latest events and prevents any miscommunication.

“One best practice for utilizing RFP automation software effectively is to leverage its centralized communication hub feature,” says Cache Merrill, CEO at Zibtek. “This ensures that all queries and communications between your organization and potential vendors are stored in one accessible location.”

One source of truth allows teams to maintain clarity, reduce the risk of missed communication, and ensure that all parties are equally informed, Merrill says.

Merrill notes that effective communication is also crucial for fairness and transparency in the selection process.

“Moreover, this practice not only optimizes the RFP process but also enhances collaboration among team members, leading to more informed and cohesive decision-making,” she adds.

Automating Your RFP Process to Save Time.

There are many tools that can make the RFP process easier and quicker. On top of specialized automation software, you can also turn to ChatGPT for help in the conceptual and requirement creation stages.

Based on my experiment, I think it’s a real time saver. Feed it with the right information and a good prompt, and it will come up with a satisfactory proposal that might need just a bit of editing.

Good luck with finding the absolute best fit for each project!

As a marketing manager at HubSpot, I’m always looking for tech tools that are easy to use and save me valuable time in my day. And when it comes to advertising management software, I have some non-negotiables, like integration, automation, and advanced reporting.

If you work in advertising and haven’t been using ads management tools (or even know what they are), you could be missing a trick.

In this blog post, I’ll talk about what ad management is, outline high-quality advertising management software, and explain why they’re beneficial for all businesses.

Let’s dive in.

Table of Contents

• What is Advertisement Management?
• Advertising Management Software
• Best Ads Management Tools

What is Advertisement Management?

Advertising management is overseeing different marketing activities and responsible individuals to ensure that ad campaigns are running effectively and target markets are being reached.

Depending on your business needs, advertising management can focus on various metrics that contribute to campaign success, like ROI, conversions, or media placements that make sense for where your target audiences are.

As a senior marketing manager, I’ve seen the value of advertising management first-hand, but I know it’s difficult without effective advertising management software.

Advertising Management Software

Before I take you through my list of the best ads management tools, I’ll get you up to speed on what they are and the benefits they bring.

What is an Ads Management Tool?

Ads management tools streamline and automate different aspects of advertising, including ad and campaign planning, collaboration, execution, sharing, monitoring, and analysis. Some of these tools are all-rounders, while others focus on specific advertising tasks, such as social media campaign management.

Why Do I Use Ads Management Tools?

Not every ad management tool out there has the functionality I’m looking for. That said, I’ve found that my personal favorite ad management software programs offer the following benefits:

• They save me valuable time.
• I find them very user-friendly for marketing and advertising professionals — not just the tech-savvy ones.
• They have features that increase my productivity and efficiency.
• They allow me to easily collaborate with others, such as marketing team members and ad agencies.
• They let me operate cross-channel marketing campaigns with ease.
• They help me optimize campaign structures and workflows.
• Many ad management tools have powerful analytics and reporting tools, which have given me insightful, customizable reports.
• I can visualize advertising data that’s specific to my marketing goals.
• They increase the likelihood that my campaigns will reach their target audience and succeed.

Now that you know why I use advertising management software, I’ll give you my honest review of the best tools I found and tell you what they do best.

Best Ads Management Tools

1. HubSpot Ad Management Software

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As a marketing professional and HubSpot employee, I have lots of experience using HubSpot’s customer relationship management (CRM) platform and its ad management and tracking software.

This platform has become my go-to hub for inbound marketing campaigns, and I regularly call on its various features for marketing support, such as:

• Ad creation and lead syncing with my preferred CRM (HubSpot, of course!).
• Automated ad targeting, which I find efficient regardless of project size.
• Integration of ad campaigns across various platforms, such as LinkedIn, Facebook, Instagram, and Google Ads. This helps me see the fruits of my multi-channel marketing strategies under one roof.
• Flywheel reporting, which gives me detailed insights on leads and return on investment.

What I like: Call me biased, but I find this tool to be very user-friendly — I think it’s suitable for any marketer, regardless of their technical skills. I was able to get started quickly, and I didn’t need to do any IT setup.

Price: It’s free, but you can get additional features in the premium versions of HubSpot. See the pricing page for more information.

2. AdRoll

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AdRoll is an all-in-one marketing management platform that caters to teams of different sizes and marketing budgets. I usually associate it with ecommerce advertising, but it has plenty of other tricks up its sleeve.

I played around with some AdRoll features to see how they stacked up, and here’s what stood out to me:

• The display ads let me easily introduce media elements like animation, audio, images, and videos into ads.
• I loved the retargeting feature. After a potential customer bounces, AdRoll sends automated emails and shows them display ads to help win them back. I tested the tool on myself, and what surprised me most is that it’s quite… gentle. Typically, retargeting ads can be a little much to the person on the receiving end, but AdRoll strikes a nice balance between doing what it has to and not getting on the recipient’s nerves.

What I like: With features like consent management, I appreciate how seriously AdRoll takes customer data protection and makes it easy for marketers. Also, I like that AdRoll has management services for those who want an ads management solution that isn’t too time-consuming.

Price: Native and display ads are pay-as-you-go, and its Marketing & Ads+ plans start at $36 per month. I was disappointed to learn that social media channels aren’t in the pay-as-you-go option. That means no Facebook ads unless you fork out on a monthly plan.

3. RollWorks

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RollWorks is an account-based marketing and advertising platform targeted at various industries, such as technology and business services. I think this advertising management tool will benefit anyone involved in account-based marketing, from beginners to seasoned pros.

Here are some features and benefits I made sure to note when testing this tool:

• It gave me a good insight into anonymous users and their actions.
• Its keyword intent data let me bring search engine optimization into play.
• It has an impressive fit-scoring feature, which helped me prioritize high-value accounts. In essence, RollWorks uses machine learning to create an Ideal Customer Profile, and it then gives a “fit grading” from A to D. This means I could see which accounts I’d have the best chance of converting.

What I like: I like that RollWorks doesn’t pretend to be my all-in-one marketing and advertising solution. Instead, it makes life easier by integrating with the top CRM tools (e.g., HubSpot, Salesforce).

Price: I found that their pricing page was big on marketing but murky on figures. This left me thinking, why bother with a pricing page if you won’t tell me your prices? So, you’ll have to schedule a demo to get a quote that fits your needs.

4. Influ2

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Influ2 is high up on the list of my favorite person-based marketing tools. Essentially, you target certain people, like decision-makers, and check up on their engagement with your ads.

In reviewing this advertisement management tool, I took a deep dive into various features, such as:

• Person-based targeting, which identified key decision makers and let me run ads wherever they would be most effective, including LinkedIn, Google, and Amazon.
• Contact-level engagement data, which gave me all I needed to know to initiate conversations with leads.
• Buyer journey building, which provided me with features like automated content marketing.
• Impact and revenue measurement, which gave great pointers on how to turn hunches into data-driven decisions.

What I like: I think the level of detail that goes into their person-based ad tool is excellent.

Price: There was no misleading pricing page here. Instead, I was prompted to contact them for pricing. A 30-minute product demo is also available.

5. 6sense

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6Sense is an account-engagement platform with account-based advertising capabilities. The platform uses AI, big data, and machine learning to help marketers identify their target audience’s buying behavior, prioritize sales and marketing accounts, and create and share personalized and engaging campaigns/content.

I think the technologies used by 6sense should be in any marketer’s arsenal. Why? Its proprietary Revenue AI™ feature collects data on things like website activity, company size and revenue, buyer profiles, and intent. But as any good marketer knows, data alone isn’t enough to convert.

What impressed me about Revenue AI™ was what it did with the data collected. It could tell me which employees are on the buying team, when to contact them, and even what to say.

While this approach wasn’t foolproof, I was impressed with the intelligence gathering and found the suggestions provided sensible.

To get a better idea of what 6Sense’s AI-driven approach can do for advertising professionals, I took a look under the hood. Here’s what I found:

• Account identification allowed me to sort anonymous and known buyers.
• Predictive analytics put the tool’s AI-powered chops to good use. The useful digital marketing benefits I noted were buyer stage predictions and data on the best time to engage potential buyers.
• The conversational email feature, which leverages AI to craft personalized emails, didn’t read awkwardly, which is such a hazard with some AI tools (I’m looking at you, ChatGPT).

What I like: I think the laundry list of integrations is useful for people like me who can’t stick to one tool. A minor point, but 6sense’s explanation of the so-called “Dark Funnel” shows that this company practices what they preach — I think it’s a masterclass in content marketing and great entertainment.

Price: Contact 6sense for pricing.

6. Celtra

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Celtra is a cloud-based software program that automates creative production. With the platform, all aspects of collaboration are streamlined and more efficient thanks to its cloud-based nature — team members can design, approve, and share digital assets among markets, campaigns, and more.

For this article, I had a look at Celtra’s three solutions, namely Creative Automation, Dynamic Product Ads, and Creative Enablement, to test their features. Here’s what I found:

• If you’re like me and appreciate modularity, you’re in luck with Creative Automation. The modular design made it easy for me to tweak content or design without altering the original image format.
• The Dynamic Product Ad feature has some great options for product sellers, such as ad templates and video.
• Creative Enablement really shows what Celtra brings to the table. To test this feature, I created an out-stream video ad for a car, which I used on a basic blog article. The transition from text to the ad was smooth, and the loading was superfast. Creating this ad from scratch was quicker than I expected, and I didn’t get frustrated when playing around with the various features.
• I forgot that this tool is cloud-based. Internet connectivity isn’t usually a problem for me, but a spotty internet connection while I was on the move interrupted my creative flow.

What I like: The ad builder is very user-friendly — I particularly liked the drag-and-drop components. Also, I think Celtra should be commended for trying to increase ad load speed while reducing the carbon footprint of advertising professionals.

Price: Get in touch with Celtra.

7. Smartly

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Smartly is an AI-primed advertising company that specializes in social media. It started out with just Facebook advertising, and it has now branched out to include Instagram, Google, Pinterest, Snapchat, and TikTok.

Here’s some notable features I found in my quest for the best ads management tools:

• Smartly’s all-in-one platform comprises three “suites,” namely Media, Creative, and Intelligence. For me, this made for a good user experience, since I found it easy to navigate through the platform.

• Real-time insights and optimization give you all the data you need on one platform. I was able to set KPIs for a marketing campaign I designed and integrate third-party data to measure performance accurately.
• Integration with Meta, Snapchat, TikTok, and Google Marketing.

What I like: I liked playing with Smartly’s snazzy pivot tables, which look and feel better than boring old Excel sheets (sorry, Microsoft).

Price: Book a demo and start from there.

8. WASK

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WASK helps manage and optimize digital ads without the need for deep technical knowledge or an enterprise-sized wallet.

Its main selling points are:

• Campaign optimization, which I found quick and user-friendly.
• Smart advice, which gave me highly actionable insights on cost per click when I paired it with my Google Ads account. Instead of just telling me what I wanted to hear, it helped identify missed opportunities, like lost impressions, and gave advice on how to improve (e.g., changing keywords).

What I like: I’m always up for a free trial, and WASK gives you one week free to show you its value. It also has some free tools, like pay-per-click (PPC) competitor analysis and a keyword research tool.

Pricing: Some clear pricing — hooray! The basic plan is $29/month, and the professional plan is $129/month.

9. Marin Software

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This performance marketing software is beyond the budget of some marketers, but it has great integration and functionality. What’s more, it’s trusted by some major companies worldwide.

I used a free trial from Marin, and here are my takeaways:

• From my trial run, I could see how Marin would save time and provide revenue-generating insights.
• Its bidding engine provided personalized bidding strategy recommendations — this feature is something I’ve recommended to marketing contacts who need bid management services.
• I liked the dashboard layout and toolbar — very easy to navigate.
• Some reviewers mentioned that the software can be somewhat buggy, but I didn’t experience any problems.

What I like: The unified reporting feature brings together marketing data from many sources, such as CRMs and Google Analytics.

Pricing: Starts at $500/month.

10. StackAdapt

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StackAdapt is a programmatic advertising platform that digs deep into business data to give unique insights, helping its customers develop and deliver high-impact campaigns to target audiences.

Here are my main takeaways for you:

• Advertising campaigns are its bread and butter, and it has everything you’ll need, from planning and execution to analysis.
• It has plenty of media channels, which is great for marketing professionals who use more than just social media and browser ads. For example, I was surprised to see connected TV and in-game advertising options available.

What I like: It has services that are tailored toward a wide range of industries, like finance, healthcare, and gaming.

Price: Contact them for pricing information.

11. Hootsuite

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If you’re a social media marketer, you might have this marketing and management tool. It does its job well, but it won’t interest marketers who don’t leverage social media much.

Here are some stand-out points from this top name:

• AI content creation from OwlyWriter, which didn’t impress me as much as I’d hoped.
• Social advertising, including publishing, analysis, boosting, and reporting on how ads are performing, all from a dashboard I found very easy to get around.
• Social listening, which will be further boosted if an upcoming acquisition of Talkwalker goes through.

What I like: The publish and schedule feature saved me hours of time and gave me good inspiration for new posts.

Price: The Professional plan is $99/month, and a free 30-day trial is available. This is limited to one user, so I wouldn’t recommend it for an agency.

Grow Better With Ad Management Tools

I hope this journey through advertising management tools has not only been informative, but helped you understand how they can help — and maybe even pinpoint the tool that will best fit your needs. I find advertising management tools to be a great time-saver in my work, and I love the data and insights they give me.

If you haven’t used any before or are looking to change things up, try a few of them out — on a free trial if possible.

I’ve been sorting data in Excel for years, even before I joined HubSpot in 2011. And considering that content marketing tools often exported unordered data without a logical order, it’s safe to say I know a thing or seven about keeping data tidy in Excel.

While Excel and its data-sorting methods have improved over the years, using it can still prove overwhelming to some. 

But don’t let Excel intimidate you. Excel is powerful, and its sorting function can simplify your data-sorting workflow. Let me walk you through the different ways you can sort in Excel so you can start using Excel like a pro.

Table of Contents

• How To Sort in Excel
• Productivity Tip: Use Sort A to Z and Sort Z to A Buttons
• Sorting Multiple Columns
• Sorting in Custom Order
• Sorting a Row
• Sorting Using Conditional Formatting
• Sorting by Partial Values
• Sorting a Range Within a Larger Range

How To Sort in Excel

As a professional spreadsheet software, Excel offers several ways to sort data. You can use “Sort,” add a “Filter,” or turn your dataset into a “Table.”

While all of these features let you organize your data, I prefer using the “Sort” tool because it sorts the data without adding any extra elements.

I’ll be using Microsoft Excel 365 for Windows in this guide, but the steps will be similar for previous Office versions and Microsoft Excel for Mac.

1. Highlight the rows and/or columns you want to be sorted.

To sort a range of cells in Excel, click and drag your cursor across your spreadsheet to highlight all the cells you want to sort — even those rows and columns whose values you’re not sorting.

Excel usually detects the datasets I want to sort even if I don’t do this and just select a cell inside the dataset. Still, I prefer doing it this way to have more control over the data I’m sorting since I’ve seen Excel include extra rows or columns that weren’t part of the original dataset.

Note the screenshot below. While I intend to sort this sheet by click rate to see how each blog topic is performing, I’m highlighting the other columns so every other detail about the blog topics matches the click rate entry that gets sorted. Otherwise, there could be a mismatch between columns when I finish sorting.

2. Navigate to data along the top and select Sort.

Once you’ve highlighted all the data you want to sort, select the “Data” tab along the top navigation bar.

This tab will expand a new set of options beneath it, where you can select the “Sort” button. The icon has an “A-Z” graphic, as you can see below, but you can sort it in more ways than just alphabetically.

3. If sorting by column, select the column you want to order your sheet by.

A setting window will appear once you hit the “Sort” button. This is where you can configure what you‘d like sorted and how you’d like to sort it.

If you’re sorting by a specific column, click the leftmost dropdown menu — shown below “Column” — and select the column whose values you want to be your sorting criteria. In my example, it’ll be Click Rate.

4. If sorting by row, click Options and select Sort left to right.

If you’d rather sort by a specific row than a column, click “Options” at the top of the window and select “Sort left to right.” (If you’re on a Mac, you’ll find this button at the bottom of the window.)

Once you do this, the Sort settings window will reset and ask you to choose the specific row you’d like to sort by in the leftmost dropdown (where it currently says “column”).

This sorting system doesn‘t quite make sense for my example, so we’ll stick with sorting by the Click Rate column.

5. Choose what you’d like sorted.

You can sort cells by more than their value.

In the middle column of your Sort settings window, you’ll see a dropdown menu called “Sort On.”

Click it, and you can choose to sort your sheet by different characteristics of each cell in the column/row you’re sorting by. These options include cell color, font color, or any icon included in the cell.

I often lean on “Sort On” to sort project tasks by their statuses — completed, pending, or overdue. That lets me see overdue tasks at the top. I’ll dig deeper into that further below.

6. Choose how you’d like to order your sheet.

In the third section of your Sort settings window, you’ll see a dropdown bar called “Order.” Click it to select how you’d like to order your spreadsheet.

By default, your Sort settings windows will suggest sorting depending on the column content. If the column contains numbers, it’ll suggest “Smallest to Largest.” But if you choose a column with letter-based values, it’ll suggest “A to Z.”

As I’m sorting by Click Rate, I get “Smallest to Largest.” But since I want to see highly performing blogs at the top, I’ll change the order to “Largest to Smallest.”

If the default options don’t fit your data, you can also use “Custom List.” I’ll discuss how and why you might sort by custom list further below.

7. Click OK.

Click OK in your Sort settings window, and you should see your list successfully sorted according to your desired criteria.

For instance, here’s what my sorted data looks like:

Productivity Tip: Use Sort A to Z and Sort Z to A Buttons

While I use the Sort settings window to organize complicated data, I often default to using the “Sort A to Z” and “Sort Z to A” buttons when I’m working with smaller datasets, such as a list of fewer than 20 entries with 2-5 columns (e.g., a list of monthly blogs).

To use “Sort A to Z” and “Sort Z to A”:

1. Select a cell in the column you want to sort.
2. Click on the “Data” tab in your toolbar.
3. Click “Sort A to Z” if you want to sort in alphabetical order or ascending order. Alternatively, click “Sort Z to A” if you want to sort in a reverse alphabetical order or in descending order.

When working with data surrounding content performance, I love using these two options to get valuable insights, such as converting blog pieces, high-traffic blogs, and unoptimized content topics.

Sorting Multiple Columns

What if you want to sort more than one column?

For instance, I want to organize my blog topics by their authors and then by the click rate to see how each author fared.

Here’s how I’ll do it.

1. Click on the data in the column to sort.
2. Click on the “Data” tab in the toolbar.
3. Open the “Sort” options.
4. Change the “Column” dropdown to the column I want to sort. (In my example, I’ll change it to Author.)
5. Click “Add Level” at the top left of the pop-up, which will add a “Then by” row to the Sort settings window.
6. Use the dropdown list in front of “Then by” to select the second column I want to sort by. (In my case, I’ll change it to Click Rate.)
7. Check the “Order” column to ensure it shows the order I want to see my data in (alphabetically for authors and largest to smallest for click rates) and click “OK.”

Note: If your data has headers, ensure “My data has headers” is ticked.

Sorting in Custom Order

Sometimes, you want to avoid sorting by A to Z or Z to A and instead sort by something else, such as months, days of the week, or some other organizational system.

In situations like this, you can create your custom order to specify precisely the sort you want.

For instance, since templates and infographics are sales assets, I often sort content pieces by their type to see how the different content types performed — I’ve added a column for Content Type to do this.

To sort in custom order:

1. Click on the data in the column you want to sort.
2. Click on the “Data” tab in your toolbar.
3. Click on the “Sort” button.
4. Change the “Column” dropdown to the column you want to sort. I’ll use Content Type.
5. In the “Order” column, click the dropdown list and select “Custom List.”
6. If you’re sorting by month or day, use the predefined lists to sort your data. Otherwise, add your own values. For instance, I went for “infographic, template, video, blog.”
7. Click “Add” to add the custom list, and click “OK.”
8. In the “Sort” settings window, Click “OK” to sort the data.

Sorting a Row

Sometimes, your data may appear in rows instead of columns. You can still sort your data by using a slightly different step when that happens. While rare, this feature has proven useful whenever I was dealing with monthly figures and wanted to quickly see how we did in different months.

To sort a row:

1. Click on the data in the row you want to sort.
2. Click on the “Data” tab in your toolbar.
3. Click on the “Sort” button.
4. Open “Options” at the top of the window (located at the bottom of the window if you’re on a Mac).
5. Under “Orientation,” select “Sort left to right.” Then, click “OK.”
6. In the “Row” column, select the row number you want to sort from the dropdown. (I’m going with Row 5 to sort by total sales.) When you are done, click “OK.”

Sorting Using Conditional Formatting

If you use conditional formatting to change the color of a cell, add an icon, or change the font color, you can sort by that, too.

When I was a Product Marketing Manager at HubSpot, I relied on conditional formatting and sorting to see if any of the content pieces were overdue and required my attention.

To show how it works, I’ve added another column and four new blog topics to the sample data.

To sort using conditional formatting:

1. Click on the data in the row you want to sort.
2. Click on the “Data” tab in your toolbar.
3. Click on the “Sort” button.
4. Under “Column,” select the column you want to sort. In my case, it’s Status.
5. In the “Sort On”, select “Cell Color.”
6. In the “Order column,” select the red bar.
7. Click on “Add level.” Repeat steps 4-6, and instead of selecting the red bar, select the yellow bar.
8. Click on “Add level.” Repeat steps 4-6, and instead of selecting the red bar, select the green bar.
9. Click “OK.”

Sorting by Partial Values

While normal sorting gets the job done most of the time, you may encounter data where you want to sort the partial value of a column. For instance, you may want to sort a customer list by last name where you have data in the form of “First Name Last Name” (as in Rachel Leist).

I ran into that issue in the past whenever I tried to study the competing domains that had date data in their URLs. Instead of sorting the URLs in alphabetical order, Excel would sort the URLs using their date information — as the prior section of the URL stays the same.

To bypass the issue, I divide the column with partial values into multiple columns. Then, I sort the column with the desired value to get the required data.

Here’s how you can sort by partial values:

1. Highlight the cells containing the relevant data.
2. Click on the “Data” tab in your toolbar.
3. Click “Text to Columns.”
4. Select delimited if data is divided by commas, dashes, a space, or any symbols.
5. Tick the delimiters that apply and add specific symbols in Other if required. In my case, as I’m dealing with a URL, I added a forward slash (/) as a delimiter.
6. Once you have the partial value untangled, you can use “Sort A to Z” to “Sort Z to A” to sort the data quickly. Alternatively, you can use the sort dialog box to configure a sort order.

If you’re looking for more tricks like using Text to Columns, check out our Microsoft Excel guide for beginners.

Sorting a Range Within a Larger Range

If you’re looking to temporarily manipulate the data and want to explore different insights, you can also sort a subset of the data by sorting inside the larger range.

To sort a range within a larger range:

1. Highlight the subset of the data you want to sort.
2. Click on the “Data” tab in your toolbar.
3. Use “Sort A to Z” to “Sort Z to A” to sort data. You’ll see a “Sort Warning” notifying you that MS Excel found larger data near your selection.
4. Select “Continue with the current selection” and click “Sort.”

While sorting a range with a larger range gives you a flexible way to temporarily tweak the dataset, I don’t recommend using it on your main document — or at least that’s what my not-so-tiny data disasters have taught me.

You have to restore to a previous version to eliminate data errors if you lose track of the previous arrangement. Learn from my mistakes and create a spare copy of the main dataset to avoid losing your work. Or, if these specific insights are crucial to your project, add filters to hide/unhide entries without affecting the underlying data.

Common Issues Surrounding Sorting in Excel

While I’ve shared my tried and tested tips to get you through sorting error-free, mistakes can happen. So, here are a few issues I’ve faced myself or seen others struggle with:

• Incomplete sorting. Excel ignores the hidden rows and columns during sorting. So, if you unhide the row or column after sorting, you might see incomplete sorting.
• Headers get sorted. If one of the header cells has no text, Excel will consider that header row as data by default. So, if your headers get sorted, check if one of the header cells is empty.
• Data changes after sorting. Excel recalculates the formulas after sorting. If your dataset relies on random number generation, you’ll face data changes after sorting. Typically, you can avoid that by replacing the RAND function entries with the output values.

There you have it — I’ve listed all the possible ways to sort in Excel.

Ready to put your sorting skills to use? Grab one of the Excel templates below and organize your data as you see fit.

Conducting market research pulls details together to help you choose new products or services to launch. They also help identify your audiences and best marketing strategies so you are ready to act without the guesswork.

Businesses use market research software to minimize risk and make more data-driven choices.

I own a small business, and by gathering facts and opinions, I can better predict whether new products or features — and for more prominent companies, even locations — will succeed before investing.

Here are 25 of the best tools for conducting market research, including a few recommendations directly from HubSpot market researchers and bloggers who use them.

Helpful Market Research Tools & Resources

1. Similarweb

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Similarweb is probably the highest quality, most well-known, and most convenient way to get and compare traffic information about any website you land on — short of having an expert analyst whispering in your ear, which could get awkward.

Their free suite of products — including the Chrome extension — is worth exploring and gives you useful, high-level information. The deep insights come from taking advantage of their database of real-world information on global website performance gathered over time, which they’ve already been building for over 10 years. They have their finger on the pulse of online business worldwide, from sales to sites to stocks.

Microsoft, Amazon, and even Google use Similarweb and the insights they provide on other enterprise-level operations down to small businesses. If you want to know how your company stacks up and then initiate a robust research and marketing campaign, these are serious tools that can help you grow.

What I like: One of their add-ons is called App Intelligence, and it can benchmark your growth and track your progress against millions of apps — for both iOS and Android — and provide daily insights on app rankings, engagement, retention, and more.

Pricing: Starter plans cost $125 per month paid annually; professional plans cost $333 per month billed annually; team and enterprise plans have custom pricing.

2. Glimpse

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For Max Iskiev, market research analyst at HubSpot, one research tool stands out from the rest: Glimpse.

He told me, “Glimpse is my favorite research tool. It’s quick and easy to use, allowing me to design and launch short surveys for real-time insights on trending topics.”

Writers for the HubSpot Marketing Blog have also used Glimpse to run short, 100-person surveys for articles (case in point: Are Sales Reps Rushing Back to the Office?).

Not only is Glimpse valuable for doing quick pulse-checks on the latest trends, but it also leverages the power of AI for even deeper insights.

“Glimpse really shines when it comes to open-ended questions, using natural language processing and AI to analyze emotion and sentiment, saving time, and offering invaluable insights,” Iskiev shared.

Best for: Those who can invest in AI tools for their businesses but don’t need a decade’s deep dive like users of Similarweb might.

Pricing: Starter Plan – Free; Professional – $500/month; Advanced – $1,000/month; Enterprise – custom pricing.

3. BuzzSumo

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BuzzSumo offers several highly useful tools that work best as a content research tool for mid-size businesses and up. If you need many ideas for a whole lot of content, BuzzSumo is likely a good fit for your company.

Their monitoring tools can alert you to new content that relates to your keywords of choice.

This is smart for writers, content strategists, and those who manage writers and content strategists to stay on top of trends in what consumers want to know more about within your industry — so you’re right there to provide it.

BuzzSumo also gives you access to reporting tools that stream various sources of information to your dashboard, making it easy to keep up with developments and build visual assets to communicate about them.

You can find major influencers — worldwide — through BuzzSumo that fit your brand to sponsor and collaborate with.

Unfortunately, BuzzSumo doesn’t integrate well with Instagram, so you’ll want to focus on influencers that use other social channels unless you’re willing to do IG work on the side.

What I like: Their Chrome extension is a nice addition to their offerings for companies that work with freelancers and remote workers to take the work on the move.

Pricing: Free 30-day trials are available. Content creation plans cost $199 per month; PR and comms plans cost $299 per month; suite plans cost $499 per month; and Enterprise plans cost $999 per month.

4. Answer the Public

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Answer the Public is a sister product to UberSuggest, both being brainchildren of Neil Patel.

Answer: the Public watches what people are searching for and lets you keep track of how things change over time. By studying the changes, you can be at the front of trends — positive or negative — so you can respond to the changes quickly.

It’s billed as an excellent tool for public relations professionals to give them a heads-up on how their company is faring in the public eye.

If you fall on the wrong side of public sentiment, you can be right on top of salvaging the situation and making improvements to regain trust.

If you’re doing something right and see gains in positive engagement, you know to keep up what you’re doing and may even want to expand upon it.

Great examples of what organizations have done with information like this include Wendy’s ongoing roasts and savage clapbacks on social media.

The Oklahoma Department of Wildlife Conservation’s hilarious insistence on not bringing mountain lions in the house also nabbed engagement by the truckloads (of corgis).

What I like: I like that Masterclass videos are available. They make sure to include lots of opportunities to learn how to best use their products and get maximum value from the suite.

Pricing: Individual plans cost $9 per month; pro plans cost $99 per month; expert plans cost $199 per month. Lifetime Pricing is available. Individual lifetime plans cost $99, pro lifetime plans cost $199; and expert lifetime plans cost $1,990.

5. GrowthBar SEO

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GrowthBar SEO is all-in for AI. If your leadership wants a slice of the AI action at work in the company’s market research, this might be the tool to reach for.

It uses ChatGPT-4, and the peer-to-peer review site G2 ranked it the #1 AI writing tool for SEO in 2022 and 2023.

What sets it apart is that the AI writing assistant doesn’t just compile and give word to information it finds online.

It offers selections of relevant keywords, titles, headings, industry standard word counts, and link suggestions that you can choose from as you move through the outline.

They also include tools for keyword research, keyword ranking, and information about your keyword competitors. And because Google search is incorporated into the suite, you can do most, if not all, of your writing work on one screen.

Pro tip: As with all AI content, you’ll need a writer to bring the content to life by fact-checking information, adding unique or inside perspectives, meaningful quotes, and many other values that make the content rich to read.

GrowthBar SEO knows this, and you can source freelance writers there as well!

Pricing: A seven-day free trial is available. Standard plans cost $36 per month; pro plans cost $74.25 per month; and agency plans cost $149.25 per month.

6. Statista

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Statista is a data visualization website that takes data from reputable reports across the web and makes them easy and digestible for researchers, marketers, and product creators just like you.

“Statista is like my market research sidekick, giving me all the data I need without the endless search. No more digging through the haystack. With Statista, I can spot trends and make informed decisions with ease,” Icee Griffin, market researcher at HubSpot, told me.

One neat aspect of using Statista is that the same chart is updated as the years pass. Say that you want to allude to the value of the beauty market in your proposal.

If your investor accesses that same graph a year from now, it will reflect updated numbers. Statista finds the most recent research to update their visualizations.

Pro tip: Statista doesn’t carry out original research, but does have around 100 analysts who seek out gaps in their resources to provide ever more useful, trending data.

Pricing: Basic plans are free. Starter plans cost $199 per month, billed annually. Professional plans cost $959 per month, billed annually.

7. Think With Google Research Tools

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Wish you had information on your product’s likelihood of success?

Think With Google’s marketing research tools offer interesting insights on whether anyone is looking for your product (Google Trends), which markets to launch to (Market Finder), and what retail categories rise as the months and seasons pass (Rising Retail Categories).

If you’d like to market your product through YouTube, the Find My Audience tool allows you to investigate what your potential viewers are interested in and what you should discuss on your brand’s YouTube channel.

What I like: Free and incredibly useful in my experience, small and newer businesses really benefit from having tools like this to conduct market research and get their growth rolling.

Pricing: Free

8. Census Bureau

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The Census Bureau offers a free resource for searching U.S. census data.

You can filter by age, income, year, and location. You can also use some of its shortcuts to access visualizations of the data, allowing you to see potential target markets across the country.

If you’re considering a highly competitive product or service, you can easily find out where your target industry is most popular — or where the market has been oversaturated.

Another helpful tool is the Census Bureau Business and Economy data, where you can also target premade tables depending on your industry.

Pro tip: The text information on each screen can be overwhelming, so here’s a shortcut for you. One of the best ways to use this tool is by finding the NAICS code for your business.

Then, access the “Tables“ tool, click ”Filter” on the sidebar, and search for your industry.

Pricing: Free

9. Make My Persona

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HubSpot’s Make My Persona tool allows you to create a buyer persona for your potential new product. In this tool, you pick a name for the persona, choose their age, identify their career characteristics, and identify their challenges.

This allows you to pinpoint both demographic and psychographic information.

Creating a buyer persona is an early step in the marketing process but an important one to avoid scope creep.

If you’re unsure about details like these and how to use market research tools for your business, let me recommend Hubspot’s Market Research Kit.

It’s completely free and helps you build a strong foundation for data-driven decision-making in your future marketing strategies.

Best for: Make My Persona is best suited to B2B product launches because you’ll be prompted to document your buyer persona’s career objectives and role-specific challenges.

Ideally, your product would solve a problem for them in the workplace or help their company achieve revenue goals.

Pricing: Free

10. Tableau

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Tableau is a business intelligence suite of products that allows you to “connect to virtually any data source.” But the data isn’t presented in unreadable tables.

Rather, Tableau helps you visualize this data in a way that helps you glean insights, appeal to external stakeholders, and communicate the feasibility of your product to potential investors.

You can visualize data on anything from corn production in tropical climate zones to office product sales in North America. With Tableau’s tools, you can take as granular or as general a look you’d like into potential marketplaces and supplier regions.

What I like: Visual information for humans and pure data for the machines all in one. Tableau integrates well with spreadsheets and databases so that you can export Tableau data to Excel, back up records in Amazon Redshift, and more.

Pricing: Tableau Viewer plans cost $14 per user each month when billed annually. Tableau Explorer plans cost $42 per user each month when billed annually. Tableau Creator plans cost $75 per user each month when billed annually.

11. Paperform

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A market research survey is an effective way to better understand your target audience and their needs by asking them directly.

This step is integral to understanding your dream customers’ problems, so you want to ensure the process is as interactive as possible and gathers objective, accurate responses.

With its free-text interface, Paperform is as simple as writing a Word document. You can make your survey stand out by customizing colors, fonts, layouts, and themes to create your unique look and feel.

There are 27+ question field types, such as ranking, matrix, or scale fields. Use several to create visually engaging surveys that collect more information and see higher completion stats.

If you’re unsure where to start, you can use one of their expertly-made questionnaires or market research survey templates to get you started.

Best for: In my experience, Paperform is able to efficiently incorporate multiple customer personas. It uses conditional logic to show or hide questions or whole sections of content to create fully personalized paths.

These interactive forms lower drop-off rates and boost customer interaction.

Pricing: Essentials plans cost $29 per month. Pro plans cost $59 per month. Business plans cost $199 per month. For enterprise pricing, contact Paperform’s sales team.

12. GWI

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GWI is an on-demand consumer research platform that makes audience research a breeze. Powered by the world’s largest study on the online consumer base, GWI provides insights into the lives of over 2.8 billion consumers across 50+ markets.

With 250k+ profiling points, you can find your unique customers and learn everything you need to know about who they are, what’s on their minds, and what they’re up to.

One user-friendly platform makes it quick and easy to become an expert on your audience and capture the answers you need to succeed.

Pro tip: GWI even has features to compare markets and create customized and shareable charts in seconds, helping you distribute critical information as quickly as you find it.

Pricing: Explore Interactive Demo for free; Flexible and custom pricing with discounts available.

13. SurveyMonkey

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SurveyMonkey is a powerful tool for creating in-depth market research surveys that will help you understand your market and consumer preferences.

With this tool, you can create targeted, uber-specific surveys that help you collect answers that pertain specifically to your product.

While using a data source can give you a general overview of your target audience and market, SurveyMonkey can help you get more granular insights from real consumers.

SurveyMonkey offers dedicated market research solutions and services and a reporting dashboard option that allows you to easily parse through the results.

What I like: I like that SurveyMonkey is a good fit for exploring markets beyond your shores. It includes a global survey panel and survey translation service for international research.

Pricing:

• Individual plans: Advantage annual plans cost $39 per month. Premier annual plans cost $119 a month. Monthly plans cost $99 per month.
• Team plans: Team advantage plans cost $29 per person each month. Team premier plans cost $75 per person each month.
• Enterprise pricing is available upon request.

14. Typeform

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Like SurveyMonkey, Typeform allows you to run research surveys to get direct answers from your target consumers. It’s an easy-to-use, mobile-optimized form-builder that’s great for market research.

Typeform’s distinguishing factor is that it shows viewers one form field at a time. In its templates, Typeform encourages a more conversational, casual approach (like in its market research survey template).

You can create a wide range of question types, and other features include the ability to recall answers from previous questions and create logic jumps.

In a survey, you’d want to collect both demographic and psychographic information on your customers to understand their purchasing behaviors and the problems they encounter.

The goal is to find out if your product is the solution to one of those problems — and whether, before launching, you should add more features or rethink your product positioning strategy.

Best for: I think Typeform is best for product launches that target a younger demographic.

If you’re targeting C-suite executives at established firms, consider a more formal option, such as SurveyMonkey, or keeping your tone more formal in your questions.

Pricing: Free plans are available. Basic plans cost $29 per month. Plus plans cost $59 per month. Business plans cost $99 per month. Enterprise plans are available upon request.

15. PureSpectrum Insights (Previously Upwave Instant Insights)

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PureSpectrum acquired Upwave Instant Insights in 2021 and rebranded as PureSpectrum Insights.

As before, this platform is primarily a consumer research tool. While it isn’t advertised as a survey creation tool, it allows you to launch market research surveys specifically to get consumer insights.

PureSpectrum allows you to perform customer and market segmentation and also to visualize your data for easy scanning by key stakeholders and investors. They’ve grown to include A/B testing, brand tracking, and customer sentiment.

Pro tip: PureSpectrum distributes your survey to real people. Take a look at their marketplace profile to get a sense of where and from whom you can collect valuable data.

Pricing: Schedule a demo for more information.

16. Claritas MyBestSegment

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Claritas MyBestSegment provides product researchers with tools to understand a specific area’s demographic information as well as the lifestyle habits of those who live there.

Their audience segments give you information gleaned from tens of thousands of data points, giving you insight into much more than just household income, employment, and education levels.

By finding out what a segment of the population does — without having to go out and survey them — you can find out which areas would be most receptive to a campaign or launch.

You can also discover which competitors are located nearby and which lifestyle trends have shifted or are on the rise.

What I like: I like that they are able to do some of the leg work for you. Syndicated Audiences is a tool available from Claritas for finding an organized audience of consumers who are more likely to be interested in your products or services.

Pricing: Pricing is available upon request.

17. Loop11

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Loop11 is a user experience testing platform that allows you to test the usability of your website, study user intent, test the information architecture of your site, and examine how the user experience changes based on the device they’re using.

Loop11 tests your site on any device by making users perform tasks. They then complete a short question about how easy or difficult the task was to complete.

Your product may be phenomenal, but unless consumers can actually buy it through your site, your launch won’t be successful.

You can use Loop11’s participants for niche demographics or bring in your own to learn more about your current customers.

Best for: Market research for your site development. You can find out whether your target consumers find your site easy to navigate and also identify snags that prevent conversions.

Pricing: Rapid Insights plans cost $199 monthly or $179 per month, billed annually. Pro plans cost $399 per month or $358 per month, billed annually. Enterprise plans cost $599 per month or $533 per month, billed annually.

18. Userlytics

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Like Loop11, Userlytics allows you to test the usability of your website, mobile app, and site prototype. You can target different devices, define a buyer persona, and disqualify participants based on screening questions.

Testing is based on tasks that your test-takers carry out. They then answer a simple question about the difficulty of the task. You can structure the question in various ways:

You can leave it open-ended, provide multiple choices, or ask for a rating. Other formats you can use include System Usability Scale (SUS) questions, Net Promoter Score (NPS) questions, and Single Ease Questions (SEQ).

What I like: Userlytics performs both a webcam and a screen recording. You can compare the user’s answers with their reactions on video to understand how they feel when they’re interacting with your assets.

Pricing: Schedule a free demo for more information.

19. Temper

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Sometimes, you need a no-frills test to take the pulse of consumers. Temper allows you to create a question and pop it onto your website, into your emails, etc.

The smiley face, “meh” face, and frowny face make it easy for viewers to share their feelings — and for you to read their minds.

You can also add it to a product page or a landing page, tailoring the questions to fit your offerings.

As for what you see, there are three options for receiving the feedback: in a tab on each page you are monitoring, embedded in the web page itself to narrow in on aspects within the page, or at the bottom of emails so you can get real-time information as the interaction unfolds.

Pro tip: One great way I’ve seen this used is by adding it to a blog post announcing the launch of a new product. You can find out general sentiment toward the product before it even launches!

Pricing: Hobby plans cost $12 per month. Pro plans cost $49 per month. Business plans cost $89 per month. White label plans cost $199 per month.

20. NielsenIQ (NIQ)

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NielsenIQ (NIQ) is a retail and consumer intelligence consultant that works with you to collect consumer insights, identify the best distribution channels for your product, and create a range of products to address the needs of your target buyers.

This service helps you look at your product launch from all angles, delivering forecasting data that predicts how your sales will perform upon launch. NielsenIQ can also run consumer insights surveys on their list of panelists and partners.

NIQ now offers a service called Byzzer to help small businesses with fewer resources. It opens a door for market research reporting, in-person events, and consulting at a lower cost than the full NIQ suite.

Best for: I think Byzzer can be a helpful and affordable option for smaller businesses, but because NielsenIQ operates like a consultant and not as a self-service software, it is a better option for established firms with a bigger product launch budget.

Pricing: Pricing is available on request.

21. Ubersuggest

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Don’t be intimidated by the visually text-heavy Ubersuggest. It really is an easy tool for doing keyword and content research. You just input a phrase, and it’ll create a list of keyword suggestions.

You can also see top-performing articles and pages to better understand the types of content that rank for those keywords.

This tool is useful for market research because you can see who your top competitors are, how often your product is searched for, and whether there’s enough space in the market for the type of product you’re launching.

You can also find out the questions your target audience asks in relation to the product. Each of these questions can be turned into an informative blog post that can guide your audience, increase your brand authority, and drive conversions.

Pro tip: If you want a quick look at the results you can get, head to their website and do a search — just know that you only get one glimpse before they make you register. Alternatives to Ubersuggest include Moz, Ahrefs, and SEMRush.

Pricing: Free seven-day trials are available for all three tiers. Individual plans cost $29 per month. Business plans cost $49 per month. Enterprise and agency plans cost $99 per month. Add-ons are available at $5 each. Lifetime memberships are also available.

22. Pew Research Center

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From economic conditions to political attitudes, social media usage to food science, the Pew Research Center website has loads of free research that you can use to better understand your target markets.

Be careful with your curiosity, though. It’s a gorgeous trap of interesting information that can drain your day away — but so happily.

I that Pew Research Center integrates visual data directly into the text — and we’re not talking about a chart or image spliced in.

The site has hundreds of interactive articles that allow you to filter and sift through the data for more granular, targeted insights while also making dense information easier to understand.

Their research topic selection is delightfully vast. Click the top left tab for “Research Topics.” Then, there is a link to their “Full Topic List.” Once there, each topic cluster has a “More” option.

What I like: As a writer in digital marketing, I am always on the hunt for targeted and nutritious quotes and insights. I love that you have access to what research participants actually had to say below the Pew Research articles.

It’s a stellar feature for building compelling presentations. The quotes are tagged, too, so you can sort quotes more specifically on various concepts or groups related to the research.

Here’s an example article — scroll to the In Their Own Words section at the bottom to check it out.

Pricing: Free

23. SocialMention (Part of BrandMentions)

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SocialMention is a part of BrandMentions focused on social media monitoring. The platform helps you understand what your prospective customers are buzzing about online.

Search for a keyword, and SocialMentions will show you recent social posts that contain that keyword, along with the context of its usage.

After subscribing to the platform, you’ll also get other metrics such as Reach (how many people view the keyword per day), Performance (how many people engage with the keyword per day), and Mentions by Weekday (when people mention the keyword).

One way to use this tool for market research is by finding out what time of day or night people are looking for your product on social media sites.

Let’s say you’ve developed a sleeping aid app and learn through SocialMention that most people look for sleeping aid apps at 2:00 AM. When you start announcing your product, you will need to schedule your post around 2:00 AM.

Pro tip: Another useful tool you’ll have access to is sentiment analysis on your keywords. It allows you to find out how people are generally feeling about the type of product you’re launching.

That way, you can refine the tone of your campaigns.

Pricing: Growing business plans cost $79 per month. Company plans cost $249 per month. Enterprise and agency plans cost $399 per month. All prices are billed annually.

24. Qualtrics Market Research Panels

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Qualtrics takes away the hassle of finding respondents for your market research surveys. They provide an online sample service so you can access real, live human thoughts without having to actually manage any humans.

It’s an introverted marketer’s dream come true!

Once you’ve identified your target audience, head on over to Qualtrics and sign up to access a representative sample.

You can then use Qualtrics’ built-in platform to start gathering insights and information from the people whose pain points you might be able to help solve.

Pro tip: You can actually choose between Qualtrics’ built-in platform or using your own chosen survey software. Sometimes, you’re already familiar and comfy with one system or need to hustle with a program you know — Qualtrics lets you pick.

Pricing: Pricing is available on request.

25. ProProfs Qualaroo

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Qualaroo is an advanced user and market research tool that helps you understand your specific market with targeted surveys.

You can run surveys on over six channels at once — such as website, app, product, social media, and email — to get a 360-degree view of your existing and potential customers.

It comes packed with features like question branching, 12+ answer types, automatic survey language translation, in-depth audience targeting, pre-built survey templates, and an extensive repository of professionally designed questions.

You can create various market research surveys in minutes to collect data on the demographic, psychographic, and behavioral traits of your target audience.

It can help you map customers’ expectations and preferences, create customer personas, and perform audience segmentation.

Qualaroo also promotes quick feedback analysis. Its in-built AI-based sentiment analysis and text analytics engine automatically categorizes the responses based on user moods.

It also highlights the key phrases and words in real time, saving hours of manual work.

What we like: In my experience, you can get an awful lot done with just this one source for conducting market research. I like it for its rare combination of tool inclusivity and affordable pricing — it’s definitely a solid source to start with.

Pricing: Omni channel plans for up to 50 responses are free. Omni channel plans for businesses up to 100 responses cost $19.99 per month, billed annually. Email surveys up to 50 responses are free.

Email surveys for businesses up to 100 responses cost $9.99 per month, billed annually.

Conduct Market Research for a Successful Product Launch

Conducting market research is essential to a successful product launch to market.

With the tools I’ve just introduced you to, you can find out who’s looking for your product, why they need it, and how you can better market whatever you’re looking to launch.

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

Ever feel like Hollywood is stuck on rewind? Sequels, reboots, remakes — it’s all a bit … well, repetitive.

And it’s not because Hollywood is unoriginal or out of ideas. It turns out that we, as the audience, crave the comfort of revisiting what we know and love.

Barbie and Top Gun? Enough said.

I also noticed that rewatch podcasts have been super popular lately and wanted to understand why. So, I dug into the whole “nostalgia bait” thing and talked to marketers to discover what makes this trend so hot.

What is a rewatch podcast?

The rewatch podcast is hosted by the cast members of a famous film, series, or TV show that is no longer running. Hosts watch episodes or scenes together and chat about them.

Sometimes, directors, writers, and other actors join in and make the episode even more exciting. The most interesting parts are behind-the-scenes stories that every fan enjoys.

For instance, do you remember Pam and Angela from The Office? Jenna Fischer and Angela Kinsey launched a rewatch podcast, Office Ladies, back in October 2019. And by 2022, it was one of the top 10 most listened-to podcasts.

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Every week, Angela and Jenna choose one episode of The Office and spill all the juicy secrets you never knew.

The podcast gets even better with other Office actors like John Krasinski, Rainn Wilson, Ed Helms, and Brian Baumgartner. As an avid fan, I can’t get enough of the show.

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So now that we know what a rewatch podcast is, how does it tie into nostalgia? Well, first, we need to start with a definition.

What is nostalgia bait?

Nostalgia bait is a marketing strategy that relies on fond memories of the past to sell something. It uses references or elements from pop culture, fashion, or even historical periods to trigger positive feelings that we have about those times.

The goal is to make you think, “Hey, I remember that from when I was a kid/teenager. What great times these were!”

This good feeling can make you believe the new product or media is as good as the original, even if it’s not actually that unique or high-quality.

Here are a few examples of the nostalgia resurgence:

• Y2K fashion is back. Popular styles from the late 1990s and early 2000s, like low-rise jeans, butterfly clips, and chunky sneakers, are trending again. Instagram and Pinterest are full of it.

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• Classic TV shows sometimes get rebooted or revived decades later so fans can enjoy their favorite characters and stories again. A good example is Fuller House, which continues the story of Full House with the one and only Tanner family.

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• We had Super Mario on old Nintendo consoles with simple graphics and enjoyed the game in which a little man punched the boxes with his head. And almost 30 years later, it’s still here! In a bit newer, fresher look, 3D versions of Mario Bros bring amazing games, toys, and even a movie. A man of 50 and a kid of 5 both know who Mario is. How cool is that?

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So, why is nostalgia bait so popular?

“Nostalgia wraps us in a comforting blanket, and that’s why it works,” says Digital Marketing Strategist Charles Lange.

And that makes sense.

Nostalgia highlights positive memories and makes us want to relive those moments. Brands understand this and use the emotional connection to link their product with our memories and “manipulate” us to buy.

Julie Snow, content marketing strategist at Big Leap, agrees and says that nostalgia-themed ads and designs are more favorably rated and can boost a consumer’s willingness to pay more.

She continues, “Everybody seems to want to go back to a time period that was a bit more carefree than it may seem today.”

Content creator Tiffany Ferg points out that even with blatant fan service or nostalgia bait, many fans eagerly consume it.

The best example is the Mean Girls Walmart commercial for Black Friday, which was a huge boom.

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Ferg questions what‘s fueling this nostalgia craze — audiences or the industry? She believes it’s both.

There’s a massive demand for nostalgic content, translating to profit, such as through fan conventions, once stigmatized but now lucrative.

Rewatch Podcasts That Take Me Back

Besides Office Ladies, here are some of my favorite for rewatch podcasts. I’ll also dive into what makes the so enticing so you can unlock the power of nostalgia.

Fake Doctors, Real Friends

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This podcast by Zach Braff (J.D.) and Donald Faison (Turk) is a total laugh riot. It’s a re-watch of the Scrubs show where Braff and Faison provide commentary and BTS insights into each episode.

They reminisce about filming, break down classic scenes, and interview guest stars like Neil Flynn (the Janitor). Wanna watch it? Then I need to warn you — get ready for some serious “Daaaang” moments.

What I like: Their real-life friendship makes the whole thing even funnier.

What brands can learn: Your hosts are arguably the most important part of your show. If you want to tap into the power of nostalgia, you’ll need people who lived through the era. Hosts with lived experience will make the nostalgia feel authentic.

Clueless Rewind

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Clueless Rewind is a popular podcast in which hosts Alan Scott and Kerensa Cadenas take listeners back to the 1995 film Clueless.

They analyze the fashion, the slang, and the life lessons hidden beneath the Clueless exterior. This podcast totally bugs out with fun and takes us back to one of the most popular ’90s teen comedies.

What I like: Interviews with cast and crew, serving up some juicy gossip.

What brands can learn: Sometimes, you can’t snag a celebrity to host your podcast. However, you might be able to get some on-screen icons to join you for an interview. Special guests can help you overcome these limitations and make a great show.

 

Drama Queens

Bethany Joy Lenz, Hilarie Burton, and Sophia Bush, aka the Drama Queens themselves, are back together! They break down every single episode of One Tree Hill and share so many good secrets here.

You’ll feel like you’re on coffee with your besties and chat about the good old days. That’s the feeling it brings.

What I like: The topics are so interesting, so girly, and so perfectly covered that you simply can’t stop listening.

What brands can learn: Think about the references your audience knows. Drama Queens appeals to listeners who not only loved the show but likely went to high school when One Tree Hill aired. The hosts can then make references and jokes that people in their audience can relate to.

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Welcome to Our Show

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Welcome to Our Show is a hilarious podcast hosted by three real-life best friends from the sitcom New Girl. In each episode, the trio rewatches an episode of New Girl and shares BTS stories and hilarious anecdotes.

They goof around, riff on iconic lines, play fun games, and simply make your day better.

What I like: This isn’t just a straight replay. The hosts also share their personal memories, which sometimes bring a tear to my eye and sometimes make me snort-laugh out loud.

What brands can learn: A rewatch podcast doesn’t need to be focused only on an iconic television show. You can add elements like games or themed segments to keep the show entertaining.

Other Examples of Successful Nostalgia Bait.

Many brands have been jumping into the nostalgia pool lately, but not every company gets it right. Here are a few campaigns that caught my attention and gave me an authentic blast from the past.

Converse: Chuck Taylor All-Stars — Limited Edition Pokemon Designs

I love this genius collaboration of Converse with Pokemon that created limited edition Chuck Taylors featuring characters like Pikachu and Charizard. They even re-released some of the older designs to celebrate the 25th anniversary of Pokemon.

The result? The brands combined two things more of us loved as a kid and tapped into nostalgia bait.

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Nintendo: NES Classic Edition

In 2016, Nintendo presented the NES Classic Edition. This tiny console had 30 old-school NES games and flew off shelves.

It was great for reliving childhood gaming memories and introducing Super Mario and Donkey Kong to new generations.

Well done, Nintendo — retro gaming at its finest!

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Barbie

The 2023 Barbie movie sparked nostalgia for 2010s pop feminism. Social media was flooded with campaigns urging women and girls to share old photos and stories.

The movie itself was a mix of nostalgia and empowerment, though it sparked some concerns about profiting from insecurities.

But despite the debate, Barbie seems to have bounced back stronger than ever. Her influence isn‘t just limited to toys anymore. She’s in fashion and cosmetics, and impacting the whole industry.

How To Get Nostalgia Bait Right?

It’s easy to get lost here and make a nostalgia bait campaign a total fail, so I have the tips to make your audience feel the warm fuzzies (the good kind) without being cheesy.

Here’s what you should(n’t) do.

1. Nudge, don’t shout.

If you need to shout “nostalgia” in your campaign, you’re doing something wrong.

Gently guide customers instead of overwhelming them with loud and too obvious ads. Use cool details and nods to the past that make people go, “Hey, I remember that!”

According to John Pennypacker, vice president of marketing and sales at Deep Cognition, you need to subtly incorporate old references into content for effective nostalgia marketing.

He continues, “Instead of blatantly stating that your product is a ‘throwback to the 90s,’ use design elements, color schemes, or even specific references in a more subtle and understated manner. This will allow your audience to feel nostalgic on their own terms rather than being told what to reminisce about.”

2. Be authentic.

Authentic nostalgia isn’t just about cashing in on memories. It must honor the fans, the creators, and the stories themselves.

People can easily see your attempts to just profit from a trend, so be careful.

I recently watched a great NickyandCoco episode discussing whether nostalgia bait kills creativity and looks too salesy. They talked about how important it is to make it feel real.

Just like with Marvel movies — if you keep doing the same thing over and over, people get tired, says Nicky. It’s called “superhero fatigue.”

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This stat proves why it’s important to keep your original content fresh by adding authenticity, originality, and new angles. Otherwise, the audience interest may flop like this.

Here’s a brand that got it right…

The Hunger Games franchise does a great job of mixing old and new.

It brings back familiar characters and places from the original books and movies but also adds new twists and interesting elements all the time. This way, it keeps both longtime fans and newcomers interested.

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Getting It Wrong

Using nostalgia to make money instead of telling a good story can be super dangerous. It can lead to rushed sequels or adaptations that disappoint everyone.

That happened with Game of Thrones. It was amazing (my favorite, honestly), but then it ran out of books, and things went downhill fast. The ending wasn’t what fans expected.

They rushed it, and it was obvious.

3. Add a modern twist.

Don’t just rehash the past. Use the nostalgia as a springboard to introduce something fresh.

For instance, Polaroid cameras, once hugely popular, lost out to digital photography at some point. Now, they’re more popular than ever.

How did this happen?

Polaroids today offer the vintage joy of capturing a moment and watching it develop in front of your eyes but with modern features — digital storage and instant sharing.

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Instagram also has a great retro-modern approach.

Its vintage camera filters add a grainy, old-timey feel to your photos, but you can still edit and share them digitally.

Lessons from both: Make classic styles cool again.

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4. Don’t focus solely on one audience.

The biggest mistake marketers make is focusing too much on one type of audience, let’s say the 90s generation, and targeting them only. It should not be like that.

You need to find a balance on how to appeal to different generations.

Lee Moskowitz, director of growth marketing at SmartPass agrees and emphasizes that the many nostalgia campaigns only work for a portion of the audience and can isolate others.

“There are multiple generations in the workforce, and your main decision-makers could be any of Baby Boomers, Generation X, Millennials, and now Gen Z. If you are going to use nostalgia bait, make sure you’ve done a full demographic and psychographic analysis of your audience and TAM; otherwise, it can do more harm than good,” Moskowitz says.

So, how do we target different ages at the same time?

Google’s Real Tone campaign from 2022 is a perfect example. It deals with the problem of smartphone cameras not showing darker skin tones well.

The ad uses old photos and black-and-white movie scenes to help you realize how photography has changed over time.

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This especially resonates with older generations and reminds baby boomers of their past snapshots from youth.

The campaign also includes selfies and young people to attract Gen Z. This way, everyone sees “themselves” in the ad and understands why the Google Pixel 6 is something they all might need.

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The Future of Nostalgia: Why It’s Here to Stay

Rewatch podcasts and all this nostalgia stuff are hot because they let us revisit happy memories. And this isn’t just a marketing fad that will disappear at some point. It will be here, and I feel like it’ll be used more than ever because:

• It feels good, like comfort food for our brains.
• Rewatch podcasts give us juicy behind-the-scenes info.
• Old favorites are back, but cooler, modern, and simply better.

And finally, here’s the best tip to make your nostalgia bait campaign work (thank me later):

Feel it: “It’s Saturday morning. You’re on the couch with colorful cereal, watching Pokémon. No worries. No adult problems. Just a freedom and the coolest Cartoon Network show.”

Recreate that excitement and feeling in your marketing, and you’ll win.

In the summer of 2022, we first started hearing buzz around a new term: “Quiet quitting“.

Quiet quitting is a term that essentially means an employee who does the core responsibilities of their role, but doesn’t go above-and-beyond for their company.

I think it‘s safe to say we’ve all met quiet quitters throughout our careers — heck, most of us have been quiet quitters during times when we felt less engaged by our work, and opted for the out-by-five approach rather than staying late to pursue projects outside our scope.

There are parts of the quiet quitting approach that I believe are fundamentally healthy … but there are other aspects that hint at employees who feel unengaged, unmotivated, or unsupported in their roles.

So I‘d like to revisit the concept of quiet quitting and figure out why roughly 30% of full-time employees say they’re quiet quitting in 2024 — and whether that’s actually a bad thing.

What is quiet quitting?

Quiet quitting is a term that took off on TikTok in a video by content creator Zaiad Khan.

In the video, which currently has 3.5 million views, the Tiktoker explains what quiet quitting is: A rejection of hustle culture and a reclaiming of work-life balance.

Shortly after, other TikTok users shared their thoughts and experiences with quiet quitting – the hashtag now gaining 97.6 million total video views.

So while the term includes the word “quitting,” it actually has nothing to do with it.

Quiet quitting involves completing your work responsibilities without going above and beyond. This looks like logging out at 5 p.m., not seeking additional tasks or projects, and taking regular time off.

For some quiet quitters, it’s a form of rebellion. For others, it’s an odd term to describe something they’ve done for decades.

How many employees are quiet quitting in 2024?

HubSpot Blog Research found one in three full-time employees say they’re actively quiet quitting in 2024.

Here’s how this breaks down by generation:

• 32% of full-time Gen Z
• 37% of full-time millennials
• 35% of full-time Gen X

What‘s more interesting, though, is the respondent’s viewpoint on what quiet quitting actually means: Over half (55%) of full-time employees think quiet quitting is equivalent to setting healthy boundaries at work, while 45% say quiet quitting reflects an employee’s work ethic.

That’s about an equal, 50-50 split.

So I took to LinkedIn and sent out a poll: Do most people think quiet quitting is a bad thing … Or do they think it’s healthy?

The Results Are In Favor of Quiet Quitting … So What Are The Benefits of Quiet Quitting?

A whopping 71% of the respondents on my LinkedIn poll stated that quiet quitting is a good thing.

To be clear: Quiet quitting, a term originally coined by Zaiad Khan in a TikTok video with 3.5 million views, initially began as a reclamation of work-life balance, and a rejection of hustle culture.

As Khan puts in his video: “Work is not your life. Your worth is not defined by your productive output.”

Those in favor of quiet quitting believe that it can help an employee establish boundaries around work, while ensuring they aren’t taken advantage of by their employer.

In other words: Why should an employee stay late to work on “extra” projects beyond their current scope, if they aren’t feeling valued or fulfilled in their role otherwise?

I can see the argument. Many employees are feeling burnout from being required to consistently overachieve. Our culture often emphasizes productivity at all costs – be it mental, physical, or emotional health. (There’s actually a word for this: Toxic productivity.)

HubSpot’s most recent 2024 Consumer Trends report found that the top four reasons employees are considering leaving their jobs in 2024 are:

• Pay is not competitive enough (38%)
• Wanting to switch career paths (24%)
• Lack of a sense of purpose in their work (23%)
• Burnout (20%)

And, to some extent, all of these reasons point back to the benefits of quiet quitting. If you‘re not feeling fulfilled or finding purpose in your role, if you’re not getting paid enough, or if you’re feeling overworked and underaprpeciated … Why should you continue to go above-and-beyond for your employer?

I’m all for setting work-life boundaries and finding your worth outside the productivity hampster wheel.

But hear me out: Is quiet quitting really the healthiest way to do it? Or is quiet quitting just a reflection of an unengaged, unfulfilled employee?

Quiet Quitting Suggests a More Insiduous Problem

A couple of years ago, I was a quiet quitter myself – at a chocolate store.

It was my first high school job, and I didn‘t like my manager. I felt she didn’t respect me enough to abide by my work preferences when it came to my work hours, and she made jokes about my age in front of customers, which embarrassed me.

So what did I do? The bare minimum, of course.

I didn‘t stay late to help her wrap Easter baskets; I didn’t raise my hand when she asked who could pick up an extra Saturday shift; and at six p.m. on the dot, whether I was with a customer or not, I beelined it for the exit.

As silly as this example is (I get it – it was a high school, part-time job), I use it to suggest that quiet quitting isn’t always about achieving more work-life balance, or setting healthy boundaries.

A lot of times, it‘s a miserable experience, and it occurs because an employee doesn’t feel engaged or motivated.

The dream for most employees is to want to go above-and-beyond for their employer. Quiet quitting usually isn‘t an employee’s first choice: Instead, it‘s the result of months or years of burnout where they’ve been unsupported and underappreciated.

In his article, “What’s New About Quiet Quitting (and What’s Not)“, J. Richard Johnson, Ph.D., writes: ”If a worker enjoys his or her job, he or she will supply more — possibly far more — than the bare minimum … Consider as examples the work of a professional surfer or musician. The surfer and the musician get intrinsic joy — gratification — from their work regardless of whether they are paid.”

Simply put: Your employees won’t feel compelled to quietly quit if they feel engaged. The two are at odds.

At HubSpot, I‘ve always felt compelled to own projects outside my role because I know it’s the fastest way to create a career I‘m excited by — and because I trust my employer to reward my hard work. I’ve also felt empowered to work extra hours (at times) because I’ve been too engaged to shut my laptop down.

Why aren‘t I quietly quitting at HubSpot? Because I love my job, I feel appreciated and supported by my manager, and I feel like I’m making a difference. And I trust that my employer has my best interests at heart: Including allowing me to sign off when I’m finished, and never expecting me to give 110% if I only have 70% in the tank.

That‘s empathy, and it’s likely the key to reversing the quiet quitting trend.

How Companies Should Address Quiet Quitting

In an NPR article, critics of this term say that quiet quitting is a misnomer for setting boundaries at work and having a healthy work-life balance.

They also argue that this term highlights how many companies exploit employees and set an expectation of overperformance without adequate compensation.

With this in mind, instead of seeing quiet quitting as a trend that’s harming the workplace, employers should see it as an opportunity to improve their workplace culture.

The fact is: Employees are only “quiet quitting” as a result of a poor workplace environment – and there’s data to support this.

Invest In Good Management

A workplace study by HBR states that quiet quitting is a reflection of “bad bosses” rather than employees’ unwillingness to go the extra mile.

Their researchers found that managers who ranked highest in balancing business needs with employees’ needs had the highest percentage of employees willing to go the extra mile — 62% to be exact with only 3% quiet quitting.

This is a stark contrast to the managers who ranked the lowest in the category only having 20% of their employees willing to go the extra mile and 14% quiet quitting.

An employee who receives adequate support from their manager, is given growth opportunities, and is rewarded for their work will be motivated to perform at the highest level.

It’s up to employers to create the environment in which that happens. It starts with setting boundaries surrounding work hours – this can look like a no-contact policy around out-of-office times.

Management training is also important as that will likely have the strongest impact on the employee. Training on growth coaching, skill development, and pay transparency will help toward building trust with employees and promoting a positive work life.

In addition, set quarterly career chats between managers and their direct reports to discuss areas of interest and focus, current or expected challenges, and more. The more engagement managers build with their teams, the lower the likelihood of quiet quitting.

Encourage Recognition as a Remedy

However, to effectively tackle the problem of quiet quitting, we need to address its roots. When work dissatisfaction affects morale, recognition emerges as a remedy. In environments where recognition is part of the culture, quiet quitting doesn’t thrive because employees are consistently affirmed and reminded of their value.

When employees feel seen and appreciated, it transforms their perception of their work. They become more engaged, form closer bonds with their colleagues, and are less prone to stress and burnout. When employees believe they’re recognized, they are 2.7x more likely to be highly engaged.

So what does effective recognition look like? Shanyu Kates, a Data Analyst on HubSpot’s People Analytics team, told me her team has instituted “High Five Fridays”, a weekly initiative that encourages managers and ICs to give shout-outs via an automated Slackbot in the team channel. This practice is a simple yet powerful tool to reinforce appreciation and combat the underlying causes of quiet quitting.

In most cases, a quiet quitter is simply an employee who doesn’t have the right support. Once you offer what they need, you’ll have an engaged performer on your hands.

How Employees Should Address Quiet Quitting

Finally, Sarah DeLuca, a Human Resources Manager at Dion & Sons Inc. and podcast host, believes employees will also need to figure out how to address their own inclination towards quiet quitting. 

As she told me, “Employees must also take ownership of their career satisfaction and well-being. Rather than silently enduring dissatisfaction, individuals should actively communicate their concerns with their managers or HR representatives.”

She adds, “Whether it involves re-negotiating workload expectations, seeking opportunities for skill development, or advocating for a healthier work-life balance, employees play a crucial role in shaping their professional experiences.”

Ultimately, it’s up to you to imagine the type of role or career experiences that would make you feel most engaged — and then continue to make efforts to head in that direction. If your employee isn’t fostering a culture where that’s possible, maybe you should consider actually quitting. 

As DeLuca puts it, “Only through collaborative efforts can we navigate the complexities of the contemporary work landscape and create environments where both employers and employees thrive.”

It feels like Instagram, more than any other social media platform, is evolving at a dizzying pace. It can take a lot of work to keep up as it continues to roll out new features, updates, and algorithm changes.

That‘s where the Instagram stats come in. There’s a lot of research about Instagram — everything from its users’ demographics, brand adoption stats, and all the difference between micro and nano influencers.

I use this data to inform my marketing strategies and benchmark my efforts.

Read on to uncover more social media stats to help you get ideas and improve your Instagram posting strategy.

80+ Instagram Stats

Click on a category below to jump to the stats for that category:

Instagram’s Growth

Instagram User Demographics

Brand Adoption

Instagram Post Content

Instagram Posting Strategy

Instagram Influencer Marketing Statistics

Instagram’s Growth & Usage

1. Instagram is expected to reach 1.44 billion users by 2025. (Statista)

2. The Instagram app currently has over 1.4 billion monthly active users. (Statista)

3. U.S. adults spend an average of 33.1 minutes per day on Instagram in 2024, a 3-minute increase from the year before. (Sprout Social)

4. Instagram ad revenue is anticipated to reach $59.61 billion in 2024. (Oberlo)

5. Instagram’s Threads has over 15 Million monthly active users. (eMarketer)

6. 53.7% of marketers plan to use Instagram reels for influencer marketing in 2024. (eMarketer)

7. 71% of marketers say Instagram is the platform they want to learn about most. (Skillademia)

8. There are an estimated 158.4 million Instagram users in the United States in 2024. (DemandSage)

9. As of January 2024, India has 362.9 million Instagram users, the largest Instagram audience in the world. (Statista)

10. As of January 2024, Instagram is the fourth most popular social media platform globally based on monthly active users. Facebook is first. YouTube and WhatsApp rank second and third. (Statista)

https://youtu.be/EyHV8aZFWqg

11. Over 400 million Instagram users use the Stories feature daily. (Keyhole)

12. As of April 2024, the most-liked post on Instagram remains a carousel of Argentine footballer Lionel Messi and his teammates celebrating the 2022 FIFA World Cup win. (FIFA)

13. The fastest-growing content creator on Instagram in 2024 is influencer Danchmerk, who grew from 16k to 1.6 Million followers in 8 months. (Instagram)

14. The most-followed Instagram account as of March 2024 is professional soccer player Cristiano Ronaldo, with 672 million followers. (Forbes)

15. As of April 2024, Instagram’s own account has 627 million followers. (Instagram)

Instagram User Demographics

16. Over half of the global Instagram population is 34 or younger. (Statista)

17. As of January 2024, almost 17% of global active Instagram users were men between 18 and 24. (Statista)

18. Instagram’s largest demographics are Millennials and Gen Z, comprising 61.8% of users in 2024. (MixBloom)

19. Instagram is Gen Z’s second most popular social media platform, with 75% of respondents claiming usage of the platform, after YouTube at 80%. (Later)

20. 37.74% of the world’s 5.3 billion active internet users regularly access Instagram. (Backlinko)

21. In January 2024, 55% of Instagram users in the United States were women, and 44% were men. (Statista)

22. Only 7% of Instagram users in the U.S. belong to the 13 to 17-year age group. (Statista)

23. Only 5.7% of Instagram users in the U.S. are 65+ as of 2024. (Statista)

24. Only 0.2% of Instagram users are unique to the platform. Most use Instagram alongside Facebook (80.8%), YouTube (77.4%), and TikTok (52.8%). (Sprout Social)

25. Instagram users lean slightly into higher tax brackets, with 47% claiming household income over $75,000. (Hootsuite)

26. Instagram users worldwide on Android devices spend an average of 29.7 minutes per day (14 hours 50 minutes per month) on the app. (Backlinko)

27. 73% of U.S. teens say Instagram is the best way for brands to reach them. (eMarketer)

28. 500 million+ accounts use Instagram Stories every day. (Facebook)

29. 35% of music listeners in the U.S. who follow artists on Facebook and Instagram do so to connect with other fans or feel like part of a community. (Facebook)

30. The average Instagram user spends 33 minutes a day on the app. (Oberlo)

31. 45% of people in urban areas use Instagram, while only 25% of people in rural areas use the app. (Backlinko)

32. Approximately 85% of Instagram’s user base is under the age of 45. (Statista)

33. As of January 2024, the largest age group on Instagram is 18-24 at 32%, followed by 30.6% between ages 25-34. (Statista)

34. Globally, the platform is nearly split down the middle in terms of gender, with 51.8% male and 48.2% female users. (Phyllo)

35. The numbers differ slightly in the U.S., with 56% of users aged 13+ being female and 44% male. (Backlinko)

36. As of January 2024, Instagram is most prevalent in India, with 358.55 million users, followed by the United States (158.45 million), Brazil (122.9 million), Indonesia (104.8 million), and Turkey (56.7 million). (Backlinko)

37. 49% of Instagram users are college graduates. (Hootsuite)

38. Over 1.628 Billion Instagram users are reachable via advertising. (DataReportal)

39. As of January 2024, 20.3% of people on Earth use Instagram. (DataReportal)

Brand Adoption

40. Instagram is the top platform for influencer marketing, with 80.8% of marketers planning to use it in 2024. (Sprout Social)

41. 29% of marketers plan to invest the most in Instagram out of any social media platform in 2023. (Statista)

42. Regarding brand safety, 86% of marketers feel comfortable advertising on Instagram. (Upbeat Agency)

43. 24% of marketers plan to invest in Instagram, the most out of all social media platforms, in 2024. (HubSpot)

44. 70% of shopping enthusiasts turn to Instagram for product discovery. (Omnicore Agency)

45. Marketers saw the highest engagement rates on Instagram from any other platform in 2024. (Hootsuite)

46. 29% of marketers say Instagram is the easiest platform for working with influencers and creators. (Statista)

47. 68% of marketers reported that Instagram generates high levels of ROI. (HubSpot)

48. 21% of marketers reported that Instagram yielded the most significant ROI in 2024. (HubSpot)

49. 52% of marketers plan to increase their investment in Instagram in 2024. (HubSpot)

50. In 2024, 42% of marketers felt “very comfortable” advertising on Instagram, and 40% responded “somewhat comfortable.” (HubSpot)

51. Only 6% of marketers plan to decrease their investment in Instagram in 2024. (HubSpot)

52. 39% of marketers plan to leverage Instagram for the first time in 2024. (HubSpot)

53. 90% of people on Instagram follow at least one business. (Instagram)

54. 50% of Instagram users are more interested in a brand when they see ads for it on Instagram. (Instagram)

55. 18% of marketers believe that Instagram has the highest growth potential of all social apps in 2024. (HubSpot)

56. 1 in 4 marketers say Instagram provides the highest quality leads from any social media platform. (HubSpot)

57. Nearly a quarter of marketers (23%) say that Instagram results in the highest engagement levels for their brand compared to other platforms. (HubSpot)

58. 46% of marketers leverage Instagram Shops. Of the marketers who leverage Instagram Shops, 50% report high ROI. (HubSpot)

59. 41% of marketers leverage Instagram Live Shopping. Of the marketers who leverage Instagram Live Shopping, 51% report high ROI. (HubSpot)

60. Education and Health and Wellness industries experience the highest engagement rates. (Hootsuite)

61. 67% of users surveyed have “swiped up” on the links of branded Stories. (HubSpot)

62. 130 million Instagram accounts tap on a shopping post to learn more about products every month. (Omnicore Agency)

Instagram Post Content

63. Engagement for static photos has decreased by 44% since 2019, when Reels debuted. (Later)

64. The average engagement rate for photo posts is .059%. (Social Pilot)

65. The average engagement rate for carousel posts is 1.26% (Social Pilot)

66. The average engagement rate for Reel posts is 1.23% (Social Pilot)

67. Marketers rank Instagram as the platform with the best in-app search capabilities. (HubSpot)

68. The most popular Instagram Reel is from Samsung and has over 1 billion views. (Lifestyle Asia)

69. Marketers rank Instagram as the platform with the most accurate algorithm, followed by Facebook. (HubSpot)

70. A third of marketers say Instagram offers the most significant ROI when selling products directly within the app. (HubSpot)

71. Instagram Reels with the highest engagement rates come from accounts with fewer than 5000 followers, with an average engagement rate of 3.79%. (Social Pilot)

72. A third of marketers say Instagram offers the best tools for selling products directly within the app. (HubSpot)

73. Over 100 million people watch Instagram Live every day. (Social Pilot)

74. 70% of users watch Instagram stories daily. (Social Pilot)

75. 50% of people prefer funny Instagram content, followed by creative and informative posts. (Statista)

76. Instagram Reels are the most popular post format for sharing via DMs. (Instagram)

77. 40% of Instagram users post stories daily. (Social Pilot)

78. An average image on Instagram gets 23% more engagement than one published on Facebook. (Business of Apps)

79. The most geo-tagged city in the world is Los Angeles, California, and the tagged location with the highest engagement is Coachella, California. (HubSpot)

Instagram Posting Strategy

80. The best time to post on Instagram is between 7 a.m. and 9 a.m. on weekdays. (Social Pilot)

81. Posts with a tagged location result in 79% higher engagement than posts without a tagged location. (Social Pilot)

82. 20% of users surveyed post to Instagram Stories on their business account more than once a week. (HubSpot)

83. 44% of users surveyed use Instagram Stories to promote products or services. (HubSpot)

84. One-third of the most viewed Stories come from businesses. (HubSpot)

85. More than 25 million businesses use Instagram to reach and engage with audiences. (Omnicore Agency)

86. 69% of U.S. marketers plan to spend most of their influencer budget on Instagram. (Omnicore Agency)

87. The industry that had the highest cooperation efficiency with Instagram influencers was healthcare, where influencer posts were 4.2x more efficient than brand posts. (Emplifi)

88. Instagram is now the most popular social platform for following brands. (Marketing Charts)

Instagram Influencer Marketing Statistics

89. Instagram is the top platform for influencer marketing, with 80.8% of marketers planning to use the platform for such purposes in 2024 (Oberlo)

90. Nano-influencers (1,000 to 10,000 followers) comprise most of Instagram’s influencer population, at 65.4%. (Statista)

91. Micro-influencers (10,000 to 50,000 followers) account for 27.73% (Socially Powerful)

92. Mid-tier influencers (50,000 to 500,000 followers) account for 6.38% (Socially Powerful)

93. Nano-influencers (1,000 to 10,000 followers) have the highest engagement rate at 5.6% (EmbedSocial)

94. Mega-influencers and celebrities with more than 1 million followers account for 0.23%. (EmbedSocial)

95. 77% of Instagram influencers are women. (WPBeginner)

96. 30% of markers say that Instagram is their top channel for ROI in influencer marketing (Socially Powerful)

97. 25% of sponsored posts on Instagram are related to fashion (Socially Powerful)

98. The size of the Instagram influencer marketing industry is expected to reach $22.2 billion by 2025. (Socially Powerful)

99. On average, Instagram influencers charge $418 for a sponsored post in 2024, approximately 15.17%​​​​​​​ higher than in 2023. (Collabstr)

100. Nano-influencers charge between $10-$100 per Instagram post. (ClearVoice)

101. Celebrities and macro influencers charge anywhere from $10,000 to over $1 million for a single Instagram post in 2024. (Shopify)

102. Brands can expect to earn $4.12 of earned media value for each $1 spent on Instagram influencer marketing. (Shopify)

The landscape of Instagram is vast and ever-expanding. However, understanding these key statistics will ensure your Instagram strategy is well-guided and your marketing dollars are allocated for maximum ROI.

There’s more than just Instagram out there, of course. So, download the free guide below for the latest Instagram and Social Media trends.

PowerPoint presentations can be professional, attractive, and really help your audience remember your message.

If you don’t have much experience, that’s okay — I’m going to arm you with PowerPoint design tips from pro presenters, the steps you need to build an engaging deck, and templates to help you nail great slide design.

Download Now

Buckle up for a variety of step-by-step explanations as well as tips and tricks to help you start mastering this program. There are additional resources woven in, and you’ll find expert perspectives from other HubSpotters along the way.

Table of Contents

• How to Make a PowerPoint Presentation
• PowerPoint Presentation Tips

How to Make a PowerPoint Presentation

Microsoft PowerPoint is like a test of basic professional skills, and each PowerPoint is basically a presentation made of multiple slides.

Successful PowerPoints depend on three main factors: your command of PowerPoint’s design tools, your attention to presentation processes, and being consistent with your style.

Keep those in mind as we jump into PowerPoint’s capabilities.

Getting Started

1. Open PowerPoint and click ‘New.’

A page with templates will usually open automatically, but if not, go to the top left pane of your screen and click New. If you’ve already created a presentation, select Open and then double-click the icon to open the existing file.

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2. Choose a theme or create your own.

Microsoft offers built-in themes and color variations to help you design your slides with a cohesive look. To choose from these pre-built themes, choose the File tab again, select New, choose one of the options, and click Create.

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There is also an option to select a blank presentation if you prefer to start from scratch. With this option you can use PowerPoint elements, your design sense, and your brand’s color palette to make your own theme.

Creating PowerPoint Slides

3. Insert a slide.

Insert a new slide by clicking on the Home tab and then the New Slide button. Consider what content you want to put on the slide, including heading, text, and imagery.

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4. Create a variety of slides for different purposes.

You don’t want to present the same exact slide each time, just with different content on it. This would bore your audience, so make sure that you create multiple variations.

Consider what kind of multimedia you’ll be using, and choose or create different layouts accordingly. At minimum, you’ll need:

• A title slide
• An agenda or table of contents slide
• A slide that introduces the speaker
• Various content slides

5. Use the Duplicate feature to save you time.

There’s no need to create these designs over and over. Now that you have a few to draw from, simply duplicate them before inputting your content:

• On the left pane, right-click the thumbnail of the slide you want to duplicate.
• Choose Duplicate Slide from the pop-up menu.

This will automatically add a copy of this slide to the presentation. From there, you can customize it for your needs.

6. Add photos to your slide.

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Add images by clicking Insert and clicking the Pictures icon. You can add other elements by using features in the Home and Insert tabs on the top ribbon. Explore your layout by dragging elements around.

7. Add transitions to your slides (optional).

When done well, transitions can add a little bit of movement and showmanship to your presentation. PowerPoint has several transitions built in for you to choose from.

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Select the Transitions tab from the top ribbon. Select a transition for it to preview on your screen. To customize it further, click Effect Options and play with the features to find something that suits your liking. To remove a transition, select Transitions and click None.

8. Add animations to your slides (optional).

Like transitions, animations can add movement, reveal information, and help you underscore the points you want to hit during your speech. To animate an element, follow these steps:

• Select the element you want animated by clicking on it.
• Choose Animations from the top ribbon.
• You’ll have the option to choose from several effects displayed in the ribbon.
• Clicking on one will give you a preview.
• To customize the animation, select Effect Options.
• To remove an animation, click None in the ribbon.

You’ll also have the option to move animations around as you edit your slides by clicking on the Animation Pane button, then reordering the animations in the pop-up list.

Finishing Up Your Presentation

9. Save your presentation.

Click File and Save, making sure to specify where you want your PowerPoint to be stored. If you’re using your slides for education or teaching, it could be beneficial to convert your presentation to an online course.

10. Run your presentation.

Always do a trial run to ensure that your slides are set up properly and your animations fire the way you expect them to.

To present your PowerPoint, go to the Slide Show tab and click Play from Start. The slide will cover your whole screen so that your audience (in this case, you) is solely focused on the visual elements of your presentation.

11. Advance the slides.

Whenever you’re in presentation mode and you’re done with one slide, click your mouse to advance to the next slide.

PowerPoint Style

1. Don’t let PowerPoint decide how you use PowerPoint.

Microsoft wanted to provide PowerPoint users with a lot of tools, but this does not mean you should use them all. You don’t want it looking like your tweenage Geocities site and playing unwanted midi-files.

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To keep it professional, here are some key things to look out for:

• Make sure that any preset themes complement your needs before you adopt them.
• Avoid Microsoft Office’s default fonts, Calibri and Cambria — they can make the presentation feel underwhelming.
• Professionals should never use PowerPoint’s action sounds.
• PowerPoint makes bulleting automatic. Bullets are often appropriate, but not always.
• All shapes start blue with a small shadow. Remove this shadow if it’s not needed, and don’t leave shapes default blue — it reads as a mistake to other PowerPoint users.

The easiest way to know you’re getting it right is to download some templates. We offer 10 free templates that you’re welcome to try out. Even if you don’t end up using them, you’ll get a sense for best design practices.

2. Create custom slide sizes.

Default slide sizes work for most presentations, but you may need to adjust it for larger presentations and/or weirdly-sized displays. Here’s how:

• In the top-left corner, choose File.
• Select Page Setup.
• Type the height and width of the background you’d like, and click OK.
• A dialogue box will appear. Click Scale if you want to also resize your content, or Don’t Scale if not. We recommend clicking Don’t Scale, then manually adjusting minor layout issues.

Pro Tip: You can avoid a headache if you resize your slides before you add any objects to them. Otherwise, the dimensions of your objects will become skewed.

3. Edit your slide template design.

It‘s much easier to edit your underlying PowerPoint template before you start — this way, you don’t have to design each slide by hand. Here’s how:

• Select View in the top navigation.
• Click Master.
• In the drop-down, click Slide Master.
• Make any changes you like, then click Close Master in the top ribbon. All current and future slides in that presentation will use that template.

4. Write text with your audience in mind.

Remember that whatever else your PowerPoint presentation does, it needs to support the fantastic content you’re sharing with stakeholders.

A significant part of a PowerPoint’s content is text, and great copy can make or break your presentation.

Evaluate your written work from a few different angles so you know your entire audience can see and understand it.

Keep the amount of text under 6-8 lines (or 30 words max). Use a minimum of size 24 pt. How your text is received differentiates good presenters from the best.

Typography

Choosing the right font is important — the perception of your font type could influence your audience’s impression of you. The right typeface is an opportunity to convey consistent brand personality and professionalism.

Some fonts are seen as clean and professional, but this doesn‘t mean they’re boring. A common mistake is thinking your font isn’t exciting enough, which could lead you to choose a font that distracts from your message.

I recommend sticking to simple serif and sans-serif fonts. Avoid script fonts because of potential readability issues.

That said, you can still use fun and eccentric fonts in moderation. Offsetting a fun font or large letters with something more professional can create an engaging presentation.

Above all, be sure you’re consistent so your presentation looks cohesive throughout each slide. Check out this example from HubSpot’s company profile templates:

Interested in this presentation template? Download it for free here.

5. Make sure all of your objects are properly aligned.

Having properly aligned objects on your slide is the key to making it look polished and professional. You can manually try to line up your images, but we all know how that typically works out.

Get rid of the guessing game and let PowerPoint work its magic to align multiple objects:

• Select all objects by holding down Shift and clicking on all of them.
• Select Arrange in the top options bar, then choose Align or Distribute.
• Choose the type of alignment you’d like.

Here’s how to align objects to the slide:

• Select all objects by holding down Shift and clicking on all of them.
• Select Arrange in the top options bar, then choose Align or Distribute.
• Select Align to Slide.
• Select Arrange in the top options bar again, then choose Align or Distribute.
• Choose the type of alignment you’d like.

PowerPoint Design Tools

6. Use “Format Object” to better control your objects’ designs.

Format menus allow you to do fine adjustments that otherwise seem impossible.

To do this, right-click on an object and select the Format Object option. Here, you can fine-tune shadows, adjust shape measurements, create reflections, and much more. The menu looks like this:

Although the main options can be found on PowerPoint’s format toolbars, look for complete control in the format window menu. Other options include:

• Adjusting text inside a shape.
• Creating a natural perspective shadow behind an object.
• Recoloring photos manually and with automatic options.

7. Take advantage of PowerPoint’s shapes.

PowerPoint’s shape tools have come a long way. Today’s shapes include a highly functional Smart Shapes function, which enables you to create diagrams and flow charts in no time.

These tools are especially valuable because paragraphing and bullet lists are boring to look at — you can use shapes to help express your message more clearly.

8. Create custom shapes.

When you create a shape, right click and press Edit Points to create custom shapes that fit your specific need. For instance, you can reshape arrows to fit the dimensions you like:

Another option is to combine two shapes together. Select the two shapes you’d like to work with, then click Shape Format in the top ribbon. Tap Merge Shapes. There are several options to create custom shapes:

• Combine creates a custom shape that has overlapping portions of the two previous shapes cut out.
• Union makes one completely merged shape.
• Intersect builds a shape of only the overlapping sections of the two previous shapes.
• Subtract cuts out the overlapping portion of one shape from the other.
• Fragment will split your shape into different parts depending on where they overlap.

9. Crop images into custom shapes.

You can also use PowerPoint to crop existing images into new shapes:

• Click on the image and select Picture Format in the options bar.
• Choose Crop, then Crop to Shape, and then choose your desired shape.

10. Present websites within PowerPoint.

Believe it or not, presenting websites within PowerPoint is something we’re still having to find work-arounds for.

From my experience, these are some tactics that have worked in the past that may be helpful depending on which version of PowerPoint you have:

• Traditionally, to show a website in a PowerPoint slide you would just create a link to the page and prompt a separate browser to open.
• Try adding the third-party program LiveWeb that you install on your PowerPoint program. Head to the LiveWeb website and follow the instructions. Unfortunately, Mac users don’t have a similar option.
• Take screenshots of a website, insert the image on your slide, and link in through a browser. You can embed media (such as a YouTube video) by downloading it directly to your computer.
• Some versions allowed a Web Viewer Add-on until Microsoft decided that was a security risk. Insert>Get Add-ons, search for Web Viewer, then click on the Add button.

• Install ClassPoint, which essentially puts an internet window on top of your slide for use until you’re done with it, then you can just move to the next slide. You can even bookmark the webpage you want ahead of time to jump straight to it. Using this does introduce a new navigation bar along the bottom of your presentation. Here’s a video Introduction to ClassPoint:

• Finally, PowerPoint Live is a new tool that enables you to do more seamless presentations during video calls and may be a better overall match for doing presentations remotely. Check out this video:

11. Try Using GIFs.

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GIFs are looped animated images used to communicate a mood, idea, information, and much more.

Users add GIFs to PowerPoints to be funny or quickly demo a process. They’re very popular with and easily recognized by Millenials and Gen Z, and it’s easy to add GIFs to your slides:

• Download and save the GIF you want.
• Go to the slide you want the GIF on.
• Go to the Home tab, and click either Insert or Picture.
• From the Picture drop-down menu, choose Picture from File.
• Navigate to where you saved your GIF and select it. Then, choose Insert.
• It will play automatically the moment you insert it.

PowerPoint Process

12. Keep it simple.

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PowerPoint is an excellent tool to support your presentation with visual information, graphics, and supplemental points.

Your PowerPoint should not be your entire presentation, and the elements you do introduce need to function properly.

If the presentation simply repeats your words, has broken links, or shows unreadable text, the hiccups can become the take-away of your talk no matter how well-spoken the presentation.

Slam-dunking the basics by keeping it simple is the way to go. If your slides have dense and cluttered information, it will distract your audience and you could lose their attention.

In short? Keep your presentation persuasive by keeping it clean:

• Limit bullet points and text.
• Avoid paragraphs and long quotes.
• Maintain “white space” or “negative space.”
• Keep percentages, graphs, and data super basic.

13. Embed your font files.

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One constant problem presenters have with PowerPoint is that fonts seem to change when presenters move from one computer to another.

The fonts are not actually changing — the presentation computer just doesn’t have the same font files installed.

To embed your fonts on a PC:

• Click File then Options.
• Open up the Save tab.
• Select the Embed fonts in the file check box under Preserve fidelity when sharing this presentation.

Now, your presentation will keep the font file and your fonts will not change when you move computers.

To embed your fonts on a Mac:

• On the top bar, click PowerPoint, then click Preferences.
• Under Output and Sharing, click Save.
• Under Font Embedding, click Embed fonts in the file.

14. Save your slides as a PDF file for backup purposes.

If you’re still afraid of your presentation showing up differently when it’s time to present, you can create a PDF version just in case.

This is a good option if you’ll be presenting on a different computer because if it doesn’t have Powerpoint installed, you can still use the system viewer to open a PDF.

The only caveat is that your GIFs, animations, and transitions won’t transfer over.

To save your presentation as a PDF file:

• Go to File, then click Save as…
• In the pop-up window, click File Format.
• A drop-down menu will appear. Select PDF.
• Click Export.

You can also go to File, then Export, then select PDF from the file format menu.

15. Embed multimedia.

PowerPoint allows you to either link to video/audio files externally or to embed the media directly in your presentation. For PCs, two great reasons for embedding are:

• Embedding allows you to play media directly in your presentation. It will look much more professional than switching between windows.
• Embedding also means that the file stays within the PowerPoint presentation, so it should play normally without extra work (except on a Mac).

If you use PowerPoint for Mac it gets a bit complicated, but it can be done:

• Always bring the video and/or audio file with you in the same folder as the PowerPoint presentation.
• Only insert video or audio files once the presentation and the containing folder have been saved on a portable drive in their permanent folder.
• If the presentation will be played on a Windows computer, then Mac users need to make sure their multimedia files are in WMV format.
• Consider using the same operating system for designing and presenting, no matter what.

16. Bring your own hardware.

Between operating systems, PowerPoint is still a bit jumpy. Even between differing PPT versions, things can change. The easiest fix? Just bring along your own laptop when you’re presenting.

The next easiest fix is to upload your PowerPoint presentation into Google Slides as a backup option — just make sure there is a good internet connection and a browser available where you plan to present.

Google Slides is a cloud-based presentation software that will show up the same way on all operating systems.

To import your PowerPoint presentation into Google Slides:

• Navigate to slides.google.com. Make sure you’re signed in to a Google account (preferably your own).
• Under Start a new presentation, click the empty box with a plus sign. This will open up a blank presentation.
• Go to File, then Import slides.
• A dialog box will come up. Tap Upload.
• Click Select a file from your device.
• Select your presentation and click Open.
• Select the slides you’d like to import. If you want to import all of them, click All in the upper right-hand corner of the dialog box.
• Click Import slides.

When I tested this out, Google Slides imported everything perfectly, including a shape whose points I had manipulated. This is a good backup option to have if you’ll be presenting across different operating systems.

17. Use Presenter View.

In most presentation situations, there will be both a presenter’s screen and the main projected display for your presentation.

PowerPoint has a great tool called Presenter View, which can be found in the Slide Show tab of PowerPoint. Included in the Presenter View is an area for notes, a timer/clock, and a presentation display.

For many presenters, this tool can help unify their spoken presentation and their visual aid. You never want to make the PowerPoint seem like a stack of notes that you’re reading off of.

Use the Presenter View option to help create a more natural presentation.

Pro Tip: At the start of the presentation, you should also hit CTRL + H to make the cursor disappear. Hitting the “A” key will bring it back if you need it.

Your Next Great PowerPoint Presentation Starts Here

Now that you have these style, design, and presentation tips under your belt, you should feel confident to create your PowerPoint presentation.

But if you can explore other resources to make sure your content hits the mark. After all, you need a strong presentation to land your point and make an impression.

With several templates to choose from — both in PowerPoint and available for free download — you can swiftly be on your way to creating presentations that wow your audiences.

Editor’s note: This post was originally published in September 2013 and has been updated for comprehensiveness.

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

In the 5 years I’ve run Nudge, I’ve interviewed dozens of experts on pricing. These aren’t run-of-the-mill LinkedIn gurus. They’re peer-reviewed researchers from some of the world’s most prestigious universities. In this blog, I reveal their top five pricing tips.

5 Secrets About Pricing

Recently on my podcast Nudge, a guest told me a secret about pricing.

“The truth,” Melina Palmer said, “is that pricing isn’t really about the price.” Instead, it’s everything around the price. The framing, the offer, the brand. That’s what makes people buy.

This insight has been backed up by dozens of other behavioural scientists who I’ve interviewed for my show, and in hundreds of peer-reviewed papers I’ve read on the topic.

Simply put, offering a lower price isn’t the smartest way to improve your sales. Instead there are five other tips I’d suggest you try first.

1. Break your price down.

When showing your price, try to break it down into smaller increments.

Richard Shotton, in his book the Choice Factory, ran tests with customers looking to purchase a car. Some potential buyers saw the cost outright ($40,000). Some saw the cost per day over the course of several years ($11 a day).

Those who saw the price broken down were 4x more likely to rate the price as a good deal and 50% more likely to buy.

This doesn’t only work for expensive products like cars.

John Gourville in 2003 published a paper that found that cheaper items — like mobile phone contracts — were seen as more affordable when framed in daily terms. The contract was seen as better value when shown as $1 per day — rather than $30 a month.

So, when setting your price, consider showing the price per day equivalent to customers.

2. Avoid round numbers.

When setting the price, don’t opt for a round number.

Michael Santos, a psychologist at the University of California, demonstrated why in his 1994 study. For the study, the researchers dressed up as street beggars and requested donations from pedestrians.

Some asked for rounded amounts, like a dollar or a quarter. Others asked for precise amounts like $1.02 or 35 cents.

Incredibly, those that asked for the specific amounts received 60% more donations. 60% more, even when they asked for more than the rounded amount. Asking for 35 cents gets more donations than simply asking for a quarter.

The specificity makes the request seem more genuine — encouraging people to donate more.

This has real world implications.

A 2008 study of 25,000 house sales in Florida found that homes that listed their sale price as a specific price sold for closer to their asking price.

For example, listing a house at $249,749 — rather than a rounded price of $250,000 — would increase the end-sale price.

Being precise increases the appeal of your price. So ditch rounded prices.

3. Add a premium decoy.

If you want to increase your sales, you should create a premium option that you don’t expect customers to buy. It sounds irrational — but it works.

It’s known as decoy pricing.

Dan Ariely, in his book Predictably Irrational, showed how The Economist Magazine used this so effectively in the early 2000s.

Originally, The Economist offered two subscriptions.

1. Web-only subscription for $59
2. Print & web subscription for $125

Later, they added a decoy option. A print-only subscription that costs as much as the print & web subscription.

Adding the decoy changed consumer behavior. Previously, the majority bought the $59 web-only subscription. But after seeing the decoy price, the majority picked the $125 print and web subscription.

Adding an expensive premium decoy makes your standard option seem more appealing. It anchors the buyer to a higher price point and makes the original offer look better value.

Researchers in 2018 found the effect still holds true today. Experiments at the National Academies Press showed that introducing a hardcover priced between 160% and 790% more expensive than the paperback increased paperback sales by 16.2%.

So if possible, introduce a higher-priced decoy into your pricing mix.

4. Enforce a purchase limit.

Enforcing a purchase limit sounds a little irrational. Surely to increase sales you shouldn’t cap how much a customer can buy?

But some smart marketers would disagree.

One study from the 2011 Journal of Marketing Research looked at soup sales at American grocery stores. Half the stores showed advertising banners encouraging customers to buy soup — these were standard adverts that read:

“Buy soup today”

The other stores had the same adverts, but with one twist — a disclaimer next to the ad which said:

“Buy soup today: limited to 12 cans of soup per customer.”

Nobody was buying 12 cans of soup in the first place, so you might think this message is fairly pointless, but it wasn’t.

The limitation made the product seem scarce — and it increased sales by 112%.

Capping how much a customer can purchase can increase sales — so consider adding some limits to your product availability.

5. Don’t say “it’s free.”

Often, to increase the appeal of a price, marketers throw in a bonus product “for free.” We assume this will work well. After all, who doesn’t like free stuff? But it’s not the smartest way to promote your product.

This insight comes from a 2020 study by two Korean researchers Koo and Suk. They ran online experiments in the US, UK, Canada and South Korea. Hundreds of participants would see two different types of promotions.

Some would see that the bonus product or service was “free.”

Other times the promotion would state it’s $0.”

Saying it’s $0 appears to work best. In the 10 experiments, saying $0 was more effective as a promotion than saying it’s free.

Why? Well, $0 seems a bit more salient, it stands out. It’s a simple, yet effective way to improve any promotion.

To create a great price you need to think beyond the number. Offering the cheapest option won’t always win. And often, adding some psychology to your price can be better than trimming the cost.

This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the HubSpot Podcast Network.