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I remember once sitting in a quarterly marketing review meeting, watching competitors‘ video campaigns flash across the screen.

My initial skepticism turned to curiosity as I saw how they were connecting with audiences in ways our traditional content never had. Each campaign told a story that spoke directly to a decision-maker’s challenges and needs.

That‘s when it hit me: B2B video marketing isn’t just another checkbox in our marketing strategy — it’s a fundamental shift in how we engage with our audience.

Think about it: An engaging explainer video can transform a confused prospect into an interested lead while a well-crafted customer story can turn a hesitant decision-maker into a confident buyer.

In this guide, I’ll walk you through the evolution of B2B video marketing. You’ll discover how to craft a strategy that resonates with decision-makers at every stage of their journey, find the sweet spot between engagement and professionalism, and build a video presence that drives real business results.

No more guessing games or following the crowd — just clear, actionable insights to help you create videos that actually work.

Table of Contents

• What is B2B video marketing?
• Benefits of B2B Video Marketing
• B2B vs. B2C Video Marketing
• Building a B2B Video Marketing Strategy That Delivers Results

B2B videos aren’t just ‘nice to have’ anymore.

Pull up on any corporate website today, and you’ll likely see a ‘play’ button within seconds. This isn’t just an aesthetic choice — web visitors expect this now.

The latest data shows why: despite 2023 being a year filled with layoffs and budget cuts, video consumption has proved to be surprisingly immune to economic headwinds.

Total watch time for business content increased by 44% compared to 2022, according to the 2024 State of Video Report.

B2B video marketing is signaling the death of big-budget corporate productions.

From the trends I’m seeing, those glossy, expensive corporate videos just aren’t cutting it anymore.

Small brands armed with just a webcam are putting out about 15 videos a year, going toe-to-toe with bigger and more established brands.

And here’s what really catches my eye: viewers are gravitating toward educational content that tackles actual problems — this type of content now makes up 47% of all business videos out there.

Viewers are flocking to this type of content, seeking guidance and practical solutions.

B2B videos are bringing higher conversion rates.

When companies embed email sign-up forms within these videos, 23% of viewers take action, a conversion rate that outshines traditional CTAs, which average around 13%.

This shift isn’t just about getting more clicks; it signals a deeper change in what audiences expect from brands. Rather than a sales pitch, they’re looking for a teacher, a guide, and a problem-solver.

What’s driving this transformation?

With 93% of businesses now calling video essential to their marketing strategy, industry experts point to two major catalysts: AI’s role in enhancing video creation and an audience increasingly drawn to video for its immediacy and depth.

Businesses are using AI to streamline video production, from automated editing to personalized content generation, allowing marketers to produce high-quality, targeted videos at scale.

Here’s a snapshot of different AI use cases in the video production workflow:

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AI tools also enable advanced audience insights, which help craft more relevant and engaging content.

For marketers, the takeaway is clear: effective video marketing isn’t about budget — it’s about adopting a mindset that embraces AI’s potential to make content creation faster, smarter, and more aligned with audience demands.

B2B vs. B2C Video Marketing

While both B2B and B2C video marketing are powerful tools, ‌they’re each geared toward meeting different audience needs and marketing goals.

B2B video marketing takes a strategic, targeted approach. It aims directly at business decision-makers to guide them through longer sales cycles.

As Kean Bartelman, associate creative director at Lemonlight, explains, “B2B audiences are often more willing to invest time in longer videos. There’s more patience because the content is focused on delivering depth and insight, which aligns with their needs.”

This longer format, often 2-10 minutes, allows for detailed exploration of solutions and business value propositions.

However, the landscape is evolving. Bartelman notes, “We’re seeing a recent trend where many B2B clients are asking us to bring a B2C feel to their creative. They want more flair, more cinematic elements, and an overall approach that’s engaging and entertaining.”

This shift reflects a blending of traditional B2B educational content with the engaging storytelling styles often seen in B2C.

In my experience being part of video campaigns for a SaaS platform, I’ve seen the direct impact of well-executed B2B video marketing.

By implementing detailed product demonstration videos with clear ROI calculations, we increased the number of qualified leads by 30% and reduced the sales cycle by nearly three weeks.

The key was focusing on addressing specific pain points and featuring real customer success stories that resonated with multiple decision-makers in the buying process.

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B2C video marketing, on the other hand, is a fast-paced, emotion-driven approach that relies on quick engagement and lifestyle aspirations to drive consumer actions.

It prioritizes entertainment and immediate emotional connection, typically through short-form videos.

For example, watching this Etsy video, I immediately feel the playful, relatable tone that’s geared toward individual shoppers like me — definitely a B2C vibe.

The whole “Where’s Wally” concept is such a clever way of connecting with those of us who know what it’s like to feel lost in a crowd yet deeply seen by people who truly know us.

The video is all about gifts that say, “I get you,” which speaks directly to me as a consumer looking for something special and personal.

It‘s not a corporate message; it’s a friendly nudge that Etsy is the place to find those one-of-a-kind items that make someone feel truly understood.

The decision-making process centers on individual consumers making quicker purchases based on emotional drivers.

Calls-to-action are more direct and immediate, such as “Shop Now” or “Tag a Friend,” with success measured through immediate sales and social engagement metrics.

According to HubSpot’s 2023 Video Marketing Report, B2C brands using short-form video content see 30% higher engagement rates compared to traditional marketing methods.

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This shows how powerful video content can be for brands that want to make real connections with their customers and get them to buy right away.

Mastering video marketing demands a clear understanding of the divide between B2B and B2C landscapes — something I’ve seen define campaign success repeatedly.

While B2B video marketing campaigns navigate complex, multi-stakeholder journeys, B2C content drives swift, emotion-driven decisions.

Yet, the landscape is evolving. B2B videos now borrow from B2C’s playbook, incorporating dynamic storytelling while maintaining their strategic focus.

The result? A sophisticated approach that honors platform dynamics and audience behaviors while pushing creative boundaries.

1. Video builds trust with buyers.

While traditional content marketing is effective for delivering insights, video goes a step further by fostering a more personal connection with buyers.

From my experience, video engages buyers on a uniquely personal level — seeing a product in action makes it feel more real and relatable than any description ever could.

When buyers experience a product through video, they’re not just informed; they’re reassured, which is exactly what they need when making complex, high-stakes decisions in a B2B context.

ServiceNow’s AI-driven explainer video is a prime example of how video content can be a powerful trust-builder.

In this video, Now Assist is shown tackling familiar workplace challenges in real-world scenarios, making it clear that ServiceNow deeply understands the everyday needs of its B2B customers.

This approach builds trust by allowing buyers to envision the product’s impact in their own workflows, moving beyond theory to practical, relatable use cases.

Rather than relying on abstract promises, the video demonstrates specific, valuable outcomes like enhanced productivity and streamlined processes, offering viewers a reassuring glimpse of the tool’s potential in action.

Short-form social videos are increasingly trusted, with 63% of B2B buyers turning to them for making informed decisions. ServiceNow’s polished, concise video aligns perfectly with this preference.

By balancing brevity with substance, the video respects the viewer’s time while delivering enough detail to inspire confidence.

This focus on real-life applications and immediate benefits makes the product feel more tangible, positioning ServiceNow as a trusted, customer-centric provider.

For B2B buyers facing complex purchasing decisions, this type of video content is exactly what builds trust, credibility, and, ultimately, a stronger connection with the brand.

2. Video reveals valuable insights about buyer preferences.

Video analytics provide unique visibility into buyer behavior through detailed engagement data that traditional metrics, like page views, simply can’t match.

Viewer retention graphs show exactly where prospects focus or lose interest, while heat maps and rewatch patterns reveal which features capture attention and where clarification may be needed.

When I look at video analytics, I’m always struck by how much they reveal about buyer preferences. For instance, seeing exactly where someone pauses or rewinds gives us insights into what resonates most.

Recently, I was reviewing a Wistia video analytics demo, and it highlighted just how powerful these tools can be.

The heat maps didn’t just show where people watched — they revealed precisely which sections viewers skipped or rewatched. This level of detail helps me pinpoint what works and what doesn’t in a way that’s almost impossible with other data.

For example, realizing that viewers drop off at a specific point in a video shows me where we might need to restructure content to keep their interest.

Or, when I noticed that a certain section was being rewatched frequently, it became clear that this part was especially engaging or needed further emphasis earlier in the video.

The option to use A/B testing for different video edits also means we can try out changes and immediately see which version performs better, allowing us to continuously improve the content.

By tuning into these moments, we’ve been able to refine our messaging to better align with what buyers are truly looking for.

These video-specific insights allow teams to optimize everything from product messaging to the flow of sales presentations, resulting in more targeted outreach and shorter sales cycles.

3. Video empowers teams to deliver value-driven content.

Video enhances both sales and support interactions by enabling scalable personalization.

Research shows that 94% of buyers prefer demos tailored to their specific use case, and 38% are less likely to purchase if they must contact sales for basic demonstrations.

Video allows sales teams to create reusable, customizable demos that buyers can access on demand, meeting this expectation for personalization.

This video strategy also streamlines support. By creating a library of tutorial videos, support teams can reduce response times, empowering customers to find answers independently.

In addition to boosting operational efficiency, video creates a more satisfying experience for buyers, enabling them to engage with tailored content at their convenience.

4. Video attracts new customers through social proof.

Video testimonials, case studies, and reviews showcase real customer experiences in uniquely compelling ways.

I’ve watched a couple of testimonial videos that bring a level of credibility that text alone just can’t match — seeing customers speak directly to their success stories creates an authenticity that resonates.

For instance, the recent testimonial from Televox, a leading Nordic telephony company, captures exactly how impactful video can be. In it, Elizabeth, their RevOps Manager, shares how using HubSpot transformed Televox’s customer relationships, driving a 150% increase in new direct sales over three years.

Hearing specifics like these, coupled with her excitement about the results, brings a level of authenticity that’s hard to convey in text alone.

As she shares Televox’s story of streamlined communication and improved customer experiences, it’s easy for viewers to envision similar successes for their own companies. Watching someone speak proudly about measurable outcomes builds a deeper sense of trust.

The impact is clear: 95% of medium-sized businesses report at least a 10% boost in conversion rates when using video testimonials in their campaigns.

When prospects see and hear real customers like Elizabeth sharing their experiences with genuine enthusiasm and tangible results, they can start to imagine their own success with the solution.

From quick testimonials on social media to in-depth case studies for complex solutions, video social proof has the power to build trust and drive results by making success stories feel real and attainable.

5. Video drives personalized ABM strategies.

“A lot of ABM marketers are stuck with two choices: what works doesn’t scale, and what scales doesn’t work,” explains Adam Shoenfeld, CEO of Keyplay.

This ABM paradox — where focusing on a few high-value target accounts delivers results but lacks scalability, while broad campaigns often lead to low conversion rates — can be addressed through video marketing.

Video provides a scalable way to deliver personalized, high-impact messages to target accounts.

For example, ABM teams can create customized product demos to address industry-specific pain points or executive messages that build credibility with stakeholders.

Throughout the account journey, from initial awareness videos addressing niche challenges to solution demonstrations for evaluation teams, video enables deeper connections with priority accounts.

By combining personalization with visual storytelling, video helps ABM marketers reach high-value accounts effectively while maintaining scalability.

Companies that adopt multi-format video strategies have seen engagement metrics like video completion rates and meeting bookings with target accounts increase, highlighting video’s role as a powerful tool for ABM success.

Building a B2B Video Marketing Strategy That Delivers Results

After joining a B2B video marketing team, I quickly learned that creating an effective video strategy was about much more than making great videos.

We needed to understand our audience, map each video to their buying journey, and, ultimately, tie everything back to real business outcomes.

Here’s a glimpse into what worked, what didn’t, and the actionable steps we discovered along the way.

Step 1: Figure out what your audience really wants.

When we started, our first instinct was to jump straight into customer interviews. But in the B2B world, people are busy.

Scheduling one-on-one chats with decision-makers wasn’t realistic. So, we took a step back and decided to try a quick survey instead.

We kept our survey short and to the point. Questions focused on the types of videos they wanted, preferred lengths, and which platforms they used most (like LinkedIn or YouTube).

To increase responses, we offered something small but valuable — early access to our upcoming video series.

The responses were surprising. Short, concise videos were clearly preferred. People wanted practical “how-to” content instead of sweeping overviews. This simple change in our approach made all the difference.

Next, we turned to metrics for a reality check. We looked at average view durations, drop-off points, and conversion rates across our platforms.

It turned out that our most-watched videos were under two minutes, and viewers tended to drop off fast if the content didn’t get to the point. So we decided to prioritize short, impactful videos moving forward.

Step 2: Understand your audience. Who’s watching, and what do they care about?

One of the biggest challenges in B2B is knowing that no single person makes a decision alone. Each deal involves multiple stakeholders, each with unique concerns.

Our goal was to map out what these different groups needed, which led us to segment our videos by role:

1. C-suite executives wanted big-picture value and impact — they didn’t have time for details.
2. Technical evaluators were the opposite. They needed specifics and wanted us to get into the nitty-gritty of features and functionality.
3. End-users preferred “how-to” videos so they could envision how the product would fit into their day-to-day tasks.

Working closely with our sales team was a huge advantage here. They provided firsthand insights into the common questions and objections each group had, helping us design videos that directly addressed these needs.

Key takeaway: If you’re building your strategy, don’t just create general videos for “the buyer.” Map out your audience segments and tailor content for each group’s specific concerns and preferences.

Step 3: Craft a content strategy that guides the buyer’s journey.

Once we knew what each stakeholder needed, we structured our videos around the B2B buying journey.

Our goal was to guide viewers along each step of their decision-making process, aligning content with their shifting priorities.

• Awareness Stage: Here, we created short thought leadership videos that tackled industry-wide challenges. We kept these high-level to build credibility without overwhelming viewers.
• Consideration Stage: For this phase, customer testimonials and product overviews became our go-to. We showcased real solutions to real problems, helping prospects envision the value of our offering.
• Decision Stage: Detailed product demonstrations and technical guides worked best here. By getting granular, we reassured decision-makers that our product had the features they needed.

Pro tip: For each stage in your buyer’s journey, create videos that reflect where prospects are mentally. Early on, build trust. As they move toward a decision, focus on specifics and differentiation.

Step 4: Set goals and measure success.

One of the biggest revelations for us was that video engagement metrics alone don’t tell the full story. To really see if our videos were effective, we needed to look at the bigger picture.

We broke our goals into three main areas:

• Engagement. Metrics like average view duration, completion rates, and social shares helped us understand what topics captured attention.
• Lead generation. We tracked conversions tied directly to video views, such as form completions or demo requests. These metrics showed us when our videos were driving pipeline growth.
• Revenue. By tracking which videos influenced pipeline and closed deals, we saw exactly how much our videos contributed to revenue — a real eye-opener for the whole team.

Key takeaway: When setting goals, think beyond views. Track how each video contributes to leads and revenue, not just engagement. It’ll reveal which content truly drives results.

Step 5: Align the team, bringing marketing, sales, and product together.

Video isn’t just a marketing asset — it needs input from sales and product, too. Regular check-ins across these teams were essential. We set up a centralized content library to keep everyone aligned.

Here’s what it included:

• Brand guidelines. To keep visuals and messaging consistent.
• Approved messaging. To ensure everyone speaks the same language in front of the customer.
• Performance insights. Sharing data with the sales team gave them talking points and insights into what prospects responded to most.

Working together kept the content grounded in real customer needs, not just marketing ideals.

Pro tip: Hold regular check-ins with sales and product teams to keep your videos relevant and useful. This alignment makes each video more impactful and ensures everyone is on the same page.

Step 6: Balance quality and budget.

When we first started, we didn’t realize how quickly costs could stack up. We soon learned that a hybrid approach was the best way to balance quality and budget:

1. In-house production. For regular product updates and quick demos, we set up a simple in-house studio. It kept costs down without sacrificing too much quality.
2. Agency partnerships. For bigger pieces — like brand introductions and customer stories — we brought in an agency. It was pricier, but the high stakes justified it.

To keep spending in check, we tracked cost per view, cost per lead, and cost per acquisition. These metrics kept us focused on content that delivered the best ROI.

Pro tip: Define a budget for each type of video. Use in-house resources for simpler content and agencies for high-impact pieces. Track costs closely to ensure each video contributes to your goals.

Looking Back: What We Would Do Differently

One of the biggest opportunities we missed was not using AI-powered video creation tools earlier on.

While we were juggling between expensive agency work and basic in-house content, tools Clip Creator could have transformed our approach to B2B video production.

Our team spent months struggling with ‌scalability challenges — particularly when we needed to create localized product demos for different market segments.

Had we known about Clip Creator then, we could have turned one master script into multiple versions, each tailored to specific industry use cases, without the resource strain we experienced.

Looking at our video strategy now, it’s clear that AI-powered tools could have helped us maintain consistent quality across all our content, not just our big-budget pieces.

The ability to create professional-grade videos for every stage of the buyer journey while maintaining brand consistency and compliance would have significantly improved our content velocity.

Creating Genuine Connections

Initially, I thought expertise in video marketing meant mastering high-end equipment and complex production techniques.

However, after digging into the data and trends, I found that true success lies in crafting genuine connections through storytelling.

One of my biggest revelations was realizing the transformative potential of AI in video production.

Looking back, I see how AI-powered tools could have streamlined our entire process, allowing us to maintain consistent quality across all content, not just in high-budget projects.

In video marketing, change is constant. As you implement this strategy, adopt a routine of quarterly strategy reviews, closely tracking performance, and adjusting your approach based on data and evolving audience needs.

By keeping your strategy flexible and audience-focused, you’ll turn your B2B videos into an essential part of your B2B marketing toolkit.

I still remember my first taste of artificial intelligence (AI).It was “SmarterChild,” a chatbot available on AOL Instant Messenger (AIM) and Windows Live Messenger in the early 2000s that you could have a “conversation” with when your real friends weren’t online.

But honestly, even as a preteen, I could see that it needed a lesson in humanizing AI content.

While SmarterChild could ask how I was and tell jokes, the exchanges felt, well, robotic. It couldn’t learn or remember information over time, and it had trouble navigating human quirks like slang and shorthand. It also seemed to always throw out the same canned phrases, like it was the star in an ‘80s sitcom.

Thankfully, much of this has improved today, but the challenges (and importance) of capturing human candor and understanding remain — especially for marketers.

Let’s unpack how to maintain your human touch while still reaping the benefits of AI content as a marketer.

Table of Contents

• The Rise of AI Content
• So, should you use AI content?
• Why does AI content need humanization?
• How to Humanize AI Content
• Free AI Content Humanization Tools

The Rise of AI Content

According to Pew Research, 55% of Americans use AI at least once a day.

It’s running our wearable fitness trackers and curating our Daily Mixes on Spotify. It’s giving us product recommendations on Amazon and sending those pesky emails we never read to the spam folder. And the impact doesn’t stop there.

HubSpot’s State of AI found that 62% of business leaders say their company invests in AI and automation tools for employees.

In fact, the number of marketers who use AI in their roles has jumped from 21% to 74% year over year, with more than 74% believing most people will use AI in the workplace by 2030.

But why exactly?

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Simply put, AI can help people in various industries automate or expedite repetitive tasks (e.g., email automation), increase efficiency, lower costs, improve analysis, and be more productive overall — especially marketers.

So, should you use AI content?

The short answer is yes — but I say this with many asterisks. Let me explain.

As a writer and marketer, I pride myself on being able to spin up copy that converts, emails that engage, and blog articles that get readers nodding their heads. But that doesn’t mean it comes quickly or easily.

Keeping up with a full marketing calendar is hard. Every piece of content has a workflow that includes planning, research, writing, editing, staging, promotion, and analyzing.

AI content can help expedite this process, with 83% of marketers saying AI helps them create significantly more content than they could without.

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What kind of content are marketers generating? Check out The Top Types of AI-Generated Content in Marketing [New Data, Examples & Tips].

A good friend, former HubSpotter, and Head of Content at Ashby, Anum Hussain, agrees, saying, “I‘m not sure I’ll ever see AI go from 0 to 100 on a content initiative, but for all of us who face empty page syndrome, getting from 0 to 50 is a huge productivity unlock.”

But that doesn’t mean you can just mindlessly copy-paste whatever ChatGPT, Claude, or even HubSpot’s Breeze gives you. It needs to be edited and “humanized.”

Why does AI content need humanization?

Our research shows that 86% of marketers using AI take time to edit the content it produces. (And I can’t tell you how much of a sigh of relief it was to read this.)

Despite the operational positives we discussed, AI is plagued by concerns about plagiarism, bias, data security, and the potential for government regulation. In other words, raw AI content can be very problematic as it is derivative by nature.

You see, AI content generators are built on existing content commonly gathered from the Internet. This is how they “learn.” Every time you enter a prompt or query into a tool, AI simply reaches into this knowledge bank and picks out what it thinks is most relevant to what you want.

That means it just compiles things already out there. There’s no guarantee that your results will be different from what the tool produces for another user or even from what’s already published online.

It also certainly won’t be written with your brand’s voice or differentiators in mind, or offer the expertise, experience, authoritativeness, or trustworthiness (EEAT) Google SERP demands of the pages it ranks.

Smart editing or taking the time to humanize your content can put all these concerns to rest. So, how do you do it?

How to Humanize AI Content

Whether you’re a social media manager writing captions or a content manager writing articles and website copy, learning how to humanize AI content is critical to future-proofing your content strategy. Here are seven tips on how to do it well.

To help illustrate them, I asked ChatGPT to write me a blog article about how to write a great social media post.

1. Add personal stories and insights.

AI knows many things, but you know what it doesn’t? Your personal thoughts, insights, and experiences.

When you ask it to create content for you, it may respond in a casual tone, but it’s likely just stating facts — like a textbook or instruction manual.

That said, personal stories, references, or lessons can not only engage your audience with something relatable, but they add depth and originality to your content. It’s all about thought leadership.

Melanie Deziel, Content Consultant and Co-Founder & Chief Learning Officer of Creator Kitchen likes to share both personal wins and losses when editing AI content. 

She shared with me, “We can take the raw materials we get from a tool like ChatGPT and infuse not just valuable lessons we’ve learned but also relatable mistakes we made along the way. We can add context to our revelations, realizations, failures, and pivots by sharing the emotions that surround those experiences.”

Let’s look at our example. In my sample article, ChatGPT gave me the following for an intro:

Pretty generic, right?

I’d humanize this AI content by bringing in a relatable anecdote about doom scrolling when I can’t sleep or talking about a successful social media strategy I’ve worked on to establish credibility. I could also add a section on the current state of social media with my own predictions and opinions.

ChatGPT laid a foundation, but all of these personal touches would give it flair. Something they can’t get anywhere else.

Pro tip: Have fun with it!

Deziel continued, “While ChatGPT’s LLM may have a good handle on the prescriptive rules of grammar and syntax, we have to know when and how to break those rules for maximum impact.

“We can include puns, sarcasm. We can make plays on words and include humorous asides (or… asides that we think are humorous, anyway.) We need to  intentionally manipulate sentence length with melodic mastery and break the monotony with unexpected word choices.”

“We have to get loosey-goosey with our punctuation choices, inserting ellipses to force a breath and peppering our pages with em-dashes to mirror the stop-and-start nature of our chaotic thought patterns… and we say things like ‘loosey-goosey.’

In short, we have to do what hasn’t been done. And an LLM, by design, cannot. “

2. Incorporate original, visual examples.

Like personal insights, examples give AI content more substance. But they can also make the information shared easier for your audience to understand, especially if it’s educational.

Returning to our sample, ChatGPT listed this as one of its steps for creating a great social media post:

“Use visuals to boost engagement” is pretty self-explanatory, sure, but showing real-life examples where this was done well would really drive the point home. Plus, it would help break up text, making your piece easier to skim and also giving readers something more fun to engage with.

To humanize this section, I’d embed actual social media posts from brands my audience admires and explain why they were successful. This is something I do frequently in my articles:

I’d also be careful not to repeat examples included in competing content and be mindful of diversity and inclusion as I made my selection.

The idea here is to avoid the obvious and show my audience something fresh to inspire their own social posts.

Pro tip: Pull examples from your own body of work whenever you can.

Consider your brand’s case studies, testimonials, or portfolio and what can support the content. These examples are unlikely to appear in similar content by your competitors, and, once again, they help showcase your personal expertise on the subject matter.

3. Edit into the first person.

Third-person writing is a tell-tale sign that you used AI.

This style can read as formal, boring, and impersonal, hurting you with Google’s EEAT regulations. To avoid all this, try rewriting your AI content into the first-person perspective — meaning using pronouns like I, me, and we.

My teammate and managing editor of the HubSpot Website Blog, Jamie Juviler, actually turns back to AI to help him do this.

He explains, “Sometimes AI helps me make my writing sound more human. For example, if I have a paragraph written in the third person, I’ll ask ChatGPT to convert it to the first person with minimal changes to the copy itself.”

This saves Juviler a great deal of time, especially since he can use the same tool that generated the content in the first place — no need to hop around other documents or tabs.

Pro tip: Put your title in the first person as well.

Juviler continues, “I also do the same with post titles and email subject lines — run them through ChatGPT and prompt it to make the wording more unique to my voice. Doing this makes readers more likely to engage with the content if the headline is from my perspective, versus a generic title.”

In the case of my social media article, ChatGPT turned “How to Write a Great Social Media Post: Engage, Inspire, and Convert” into:

• “How I Write Engaging Social Media Posts That Inspire and Convert”
• “My Guide to Crafting Social Media Posts That Engage, Inspire, and Convert”
• “How I Create Social Media Posts That Stand Out, Engage, and Drive Results”

This is also a great hack for brainstorming titles for your editorial calendar. Learn how to create yours.

4. Shift to an active voice.

Along with third-person, AI content generators tend to lean on passive voice. And like my old friend SmarterChild, it sounds extremely robotic.

For example, in my article, ChatGPT passively wrote: “If you’re celebrating a milestone, express excitement. If you’re discussing a tough topic, show empathy.”

This could be more dynamic and engaging if shifted to active voice becoming: “Express excitement when you celebrate a milestone and show empathy when you discuss tough topics.” Review your AI content for these opportunities.

5. Fact check everything.

As we discussed earlier, AI tools pull information from all over the place. Who knows if what it tells you will be credible or up-to-date? In fact, they recognize this.

Why do you think most tools even come with a disclaimer like this one from ChatGPT? “ChatGPT can make mistakes. Check important info.”

Heed their warning, people. Fact-check everything AI writes for you.

That means both quantitative (dates, statistics, etc.) and qualitative facts. Also, be mindful of how old the information is. While a statistic may be true and from a reputable source, it’s likely no longer relevant if it’s from a decade ago.

A quick hunt in a search engine should be all you need to confirm or deny information AI gives you, but you can also try tools like Google’s Fact Check Tools or Longshot to speed up the process.

Pro tip: If you have original data or research, incorporate it. This is another example of information no other competitor or AI will have.

6. Get more specific with your prompts.

Ok, so. So far, all of the advice I’ve shared is reactive. They are things you can do after AI’s generated your content, but there are proactive actions you can do as well.

I can pretty much summarize them all by saying, “Get more specific with your prompts.” But that’s not helpful, so let’s unpack things a bit.

I often compare using AI to working with a freelancer. Whenever you hire a freelance writer, you give them a creative brief of what you’re looking for, right? You don’t expect them to deliver the desired results if they don’t know what you want. The same should go for AI.

Improving your AI writing prompts — telling the tool exactly what you want to see — improves the chances that the results will match your needs and brand voice.

In our conversation, Anum Hussain drove this home, saying, “Ultimately, training AI tools can be similar to new hire onboarding. Providing examples, editing work, and asking for specific edits/changes helps train the tool to work more and more in your style over time.”

“At the end of the day, it’s a tool, and we are the humans to guide it.”

Here are five key things you can do.

Give AI a persona to adopt.

If you want AI to write in the first person as an expert, you must tell them who they are. In your prompt, include who the author is, what they do, and perhaps even a bit of their experience.

It’s also smart to include details about your brand or business, such as:

• Your product/offering
• What makes it different (specific features, capabilities, etc.)
• Company Mission
• Company Values

This information will help your AI tool better understand the perspective it should adopt when writing.

Describe your audience.

Next, you also need to tell your tool who the audience is. Who are you trying to reach with this content? You can share a full buyer persona with your AI tool if you’d like, but at a minimum, you want to include:

• Age
• Location
• Company, job title, industry (if B2B)
• Goals
• Personal challenges
• Pain points you solve

Describe your brand voice.

How should the content AI creates sound? Should it be friendly? Authoritative? Funny? Detail it in your prompt so the tool can act accordingly.

Read: How to Create a Content Style Guide [+ Free Guide & Examples]

Include examples.

Better than just telling AI what you like, show them. Do you have a certain piece of content that you really admire or would like to emulate? Perhaps there’s a piece that performed well that you’d like to recreate the magic of.

Share them in your prompt. Include links or upload files as inspiration with your prompt. Hussain is a fan of this feature available on ChatGPT Plus.

She shares, “Relying on an AI tool to know your voice without any intelligence to go off of but the web will likely result in a tone that isn‘t a fit for you or your brand. When starting a new prompt, I upload documents of past work I’ve written.”

“That way, it can model the format, structure, and tone I want. There’s still editorial work to do, but it helps get us much closer to what we’re looking for.”

Share terms and phrases to exclude.

It makes sense to tell your tool what you want, but explaining what you don’t want helps make the parameters even clearer. If there are particular phrases or topics you’d like to avoid (i.e., the name of a competitor), state that in your prompt.

No information is too much when it comes to your AI prompt. While it may take you longer to prepare these details before going into production, you’ll be much more likely to save time editing because of it.

Pro tip: If you’re a HubSpot user, using Breeze can eliminate much of the work involved in prompting.

While Breeze’s inherent purpose isn’t to create “human-like” content, we built it with a particular marketing and sales context in mind that makes it better at doing so.

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Our team focused on prompt engineering, so the tool knows how to provide more details from your portal about the customer, company, or use case at hand when generating content, even if you don’t specify it in your prompt.

This goes for blog articles, emails, social posts, website copy, and even SMS text messages.

7. Use an AI humanizing tool.

Ok, I know. This is a lot of manual effort. If you don’t have the resources, there are some AI tools dedicated to humanizing content to execute these tasks for you.

In the next section, I’ll share four of the best.

Free AI Content Humanization Tools

Note: These AI tools are not for generating new content but specifically for making the content better.

If you’re looking for tools to create content from scratch, check out our article, AI Content Generators: I Tested 5 of the Best; Here’s What I Found.

1. Ahrefs

According to Ahrefs, its AI text humanizer is built on a language model that learns communication patterns, grammar, and vocabulary from text data fed into it.

It then uses that insight to generate human-like text based on what you enter, producing one, three, or five variants at a time. I tried it out with my article from ChatGPT, and here’s what I found.

The good:

• The edits weren’t dramatic, which makes sense since the original article was pretty casual in tone, but the changes it did make were impactful. For example, it changed “Start by understanding who your followers are and what they care about.“ to “Begin by identifying who your followers are and what matters to them.” It’s a small but clarifying edit.

The bad:

• I could only enter about half of the content, meaning there is an undisclosed word or character limit.
• Formatting is removed when you enter text, so you’ll have to reformat it before use.
• The tool detects AI-generated content. It gave me a note at the top of my results that read: “80% of your text is likely AI-generated.” This seems unnecessary because why would you mean “humanizing” your content if AI didn’t write it?

Overall, it is a helpful, easy-to-use free tool, but the user experience could be better. With the undisclosed word limit, it’s also most useful for shorter content needs like website copy, social media posts, or specific passages.

2. Writesonic

Writesonic’s free AI text humanizer works similarly to Ahref’s in that you simply copy and paste your text and hit a button to get results—but with some nice little extras.

The good:

• After entering my text, I could choose from 14 different tones of voice (i.e., engaging, persuasive, friendly, etc.). This option makes the tool that much more useful for a variety of content marketing purposes. Not every tone is right for every campaign or medium and being able to specify what you need definitely makes you feel more confident in the results it will deliver.
• I could also choose from 24 languages, including English, Spanish, Japanese, Swedish, Turkish, and Hindi.
• There is a 200-word limit, and it showed me how many I was over or under. The tool wouldn’t run unless I was under this limit. The transparency of the word count was great to see and doesn’t leave you wondering if you did something wrong like Ahrefs.

The bad:

• I tried two different tones: simplified and luxury. At first, I was fairly impressed. The simplified version definitely removed some more formal language and replaced it with more universal alternatives (e.g., replacing “audience” with “followers”). However, when I switched to “Luxury,” the results were pretty much unchanged.

• Writesonic maintained more formatting than Ahrefs when entered, but it was all removed after editing. This makes it difficult to skim and evaluate the results.
• There were some grammatical issues (i.e., missing commas) in the results.

Regarding UX, Writesonic’s AI text humanizer is a step up from Ahrefs. I appreciate their transparency about the word limit, and the results are decent, but the customization options seem to be more for show at the moment.

I also got hit with a form after my third test generation. You need to sign up to keep using the tool for free.

3. Surfer

Next up, I tried Surfer’s free AI content humanizer, which is currently in beta.

The good:

• Out of the options I tried, Surfer has the highest word limit at 500 — but this appears to be a lifetime limit. Like Writesonic, Surfer is transparent about the limit, so I wasn’t left guessing.
• It maintains and preserves text formatting throughout the humanization process — Huge win! This includes header and paragraph tags.

The bad:

• There are some grammatical issues (i.e., missing commas and inconsistent capitalization) in the results.
• No customization options for tone, language, etc.
• Like Ahrefs, the edits were minimal, with the tool noting that the copy already read as a human wrote it. This is understandable, but if I’m coming to this tool, clearly, I’d like to see it improved further. I’d like to have to seen the tool do more.

4. Scribbr

While not designed as a “humanizer” like the other tools, Scibbr’s free paraphraser tool can used for these purposes in a crunch.

The good:

• I could copy and paste text or upload a document to be paraphrased.
• I could paraphrase in 26 different languages.
• The tool has two modes I could choose from: standard and fluency.
• Toggling the “synonyms” options allows you to control how much of the specific language you’d like to change.
• Preserves most formatting throughout the process.
• Allows you to choose specific words to “rephrase” in the results. When you click on the highlighted word, you can then select the alternative you like best.
• Edits are substantial.

The bad:

• This has the lowest word limit out of those I tested, with a limit of just 125 words.
• With this tool’s significant edits, there is a higher risk of losing focus keywords when using this for content marketing.

Master the Balance Between AI and Humanity

As we enter a future where AI becomes an even greater force in content creation and marketing, the key to success is balance.

AI offers incredible speed, efficiency, and scalability, but it’s the human touch — our personal voices, wins, losses, and experiences — that makes content great. It’s what breathes life, personality, and authenticity into your message and builds trust with an audience.

It’s the X factor that makes them want to follow you on social media, buy from you, and recommend your brand.

By blending personal insights, unique examples, careful editing, and more thoughtful prompting, we can create content that resonates deeply with our audiences while leveraging the best that technology has to offer. 

As a freelance writer, I’m always receiving and reviewing scope of work documents. These digital documents help me maintain clarity, so I know who’s responsible for what and when tasks are due.

Many projects derail because expectations aren’t clearly set from the start.

Deadlines get missed, budgets spiral out of control, and no one seems to know the next step. The good news? A well-crafted scope of work can solve these problems before they arise.

In this guide, I’ll show you how to write a clear and effective scope of work, complete with examples and a handy template to streamline your process.

Table of Contents

• What is a scope of work?
• What does a scope of work include?
• Free Scope of Work Template
• How to Write a Scope of Work
• Scope of Work vs. Statement of Work
• Scope of Work Examples

Download HubSpot’s Free Scope of Work Template

What is a scope of work?

A scope of work is a formal project management document that ensures the client and team are fully aligned on all project details — tasks, timelines, deliverables, and expectations. It covers the essential questions:

• Who is responsible for what?
• When is it happening?
• Where is it happening?
• How will everything be executed?

Consequently, everyone is on the same page, ensuring smooth progress without confusion or miscommunication. It acts like a project roadmap, detailing all the critical elements, so everyone stays on track.

What does a scope of work include?

Image Source

When I start working with a new client, I always dive deep into their scope of work documents. This helps me understand what they’re looking for and how we can create a long-standing partnership.

From my experience, here are the most important parts of a scope of work.

1. Project Scope Statement and Objectives

The project overview explains why the project is being undertaken.

It clears up what you’re hoping to achieve and tackles the business problem you’re aiming to solve. Having crystal-clear objectives helps everyone stay on the same page and avoids misunderstandings.

Ideally, anyone reading this section — even if they’re not directly involved in the project — should be able to get what the project is about and what success looks like.

2. Scope of Work

Here’s where you give a big-picture look at the work that needs to get done, but without getting too detailed just yet — things stay at a higher level.

For example, in a company blog launch project, the scope may include tasks like “designing a blog layout” or “writing and editing blog posts.”

It can also outline technical specifications, such as the CMS to be used, ensuring there’s no confusion down the line and everyone knows the general plan.

3. Project Timeline and Milestones

The project timeline outlines specific start and end dates for each phase, while milestones mark those all-important checkpoints. Hitting these milestones keeps things on track and ensures key deliveries happen as planned.

Plus, they offer moments to reassess and pivot if needed.

Even in agile projects where things are more fluid, a timeline gives everyone an idea of how long tasks and phases are likely to take. As a writer, I love scopes of work that have due dates for first drafts, second drafts, and final drafts.

4. Project Deliverables

Deliverables are your “here’s what you’ll get” list. Whether it’s physical products, software components, or services, this section spells out exactly what will be handed over at the end.

This section is key to avoiding scope creep and making sure everyone’s on the same page about what’s coming. When deliverables are crystal clear, there’s no room for confusion later.

5. Reporting Requirements

No one likes being in the dark. That’s why this section is all about keeping every stakeholder in the loop. It breaks down how often status updates will happen and in what form — whether through reports, presentations, or meetings.

Regular check-ins make sure everyone stays aligned and issues are caught early, so they don’t become bigger problems down the road.

6. Estimated Costs

As the name suggests, this part of the scope of work outlines the costs associated with the project. It details how and when payments will be made, whether through milestones, deliverables, or a fixed schedule.

I appreciate when scopes of work spell out the payment method — think wire transfer or ACH — and the conditions that trigger payments.

This keeps the financial side of things crystal clear and helps avoid any awkward misunderstandings later.

7. Approval and Sign-Off

This is where you nail down the details. Who’s responsible for signing off on what?

This section ensures a clear process for approvals and might also include things like security requirements or legal terms.

And when you’re ready to wrap it all up, the sign-off guarantees everyone agrees on what’s being delivered, so there are no surprises at the finish line.

Free Scope of Work Template

Skip the hassle and grab HubSpot’s free scope of work template. Available in Microsoft Word, PDF, and Google Docs formats, it’s ready to be customized in minutes.

This template covers everything: project scope, deliverables, exclusions, milestones with deadlines, and stakeholders. It’s built to make sure everyone’s on the same page about what’s included (and what’s not).

How to Write a Scope of Work

Below, I’ll break down how to write a scope of work. To make things tangible, I’ll ground it in a practical example: starting a blog for a client.

1. Start with clear objectives.

The foundation of your scope of work is the why. What’s the big-picture goal? For a blog launch, I would write something like:

• “Increase brand visibility and drive organic traffic by 25% in the next six months by publishing weekly SEO-optimized content to target relevant keywords for the industry.”

I want to keep the objective concise but measurable. I avoid vague goals like “improve brand awareness” unless I can directly tie them to metrics (e.g., number of visitors, sign-ups, or conversions).

2. Outline the scope of work.

Now, it’s time to define the boundaries. That’s what’s included — and more importantly, what’s not. This prevents scope creep, which is just a fancy way of saying: avoid doing work that wasn’t agreed upon.

For the blog project, I want to feature content creation, SEO, and setting up the blog. My scope might include:

• Conduct keyword research.
• Set up WordPress CMS.
• Write, edit, and publish five cornerstone blog posts.
• SEO optimization for each post, including meta descriptions and alt text.

I don’t include things like ongoing maintenance or content updates because that’s not part of the deal. I want to keep the scope tight and focused.

3. Identify deliverables.

This is the meat and potatoes of your scope of work. What’s the tangible outcome of the project? What does “done” look like? Each deliverable should be something you can point to and say, “Here’s what we completed.”

For the blog launch, my deliverables look like this:

• Deliverable 1: A fully functional blog site on WordPress
• Deliverable 2: SEO-optimized content strategy for the next three months
• Deliverable 3: Five cornerstone blog posts, each 1000-1500 words long
• Deliverable 4: Google Analytics and Search Console setup for tracking traffic and performance

Each deliverable should be clear, concise, and measurable. If it’s a blog post, it should state the expected word count and quality standards (like SEO optimization, readability scores, etc.).

Make sure your deliverables are specific and measurable. If it’s a blog post, include word count and quality standards like SEO optimization and readability scores.

4. Define tasks and timeline.

Once you know what’s being delivered, break it down into tasks and set deadlines.

For a complex project like launching a blog, I should create a timeline that aligns with my deliverables. Not everything happens at once, so I need to prioritize.

For example, my scope of work may look at this:

• Week 1-2: Finalize blog design and set up WordPress.
• Week 3-4: Conduct keyword research and develop a content strategy.
• Week 5-6: Write and edit the first two blog posts.
• Week 7-8: SEO optimization, content upload, and final launch.

Timelines should be flexible enough to accommodate changes but firm enough to keep things on track. And remember, if there are dependencies — like needing the keyword research before you can write the posts — make that clear.

5. Set acceptance criteria and payment terms.

This is the quality check step — what does “good enough” mean for each deliverable? Without this, you risk endless back-and-forth or, worse, delivering something that wasn’t what the client expected.

For example, for the blog, I can have the following criteria:

• Acceptance criteria for each post might be: Flesch reading ease score of 60+, optimized for focus keywords, and reviewed for brand tone and voice.
• For the website setup, it could be: Fully responsive web design, loading speed under three seconds, and mobile-friendly compatibility.

Additionally, specify the financial details, including when and how payments happen. I recommend tying payments to deliverables or milestones to ensure the project is moving forward before each installment.

6. Outline the reporting and change management process.

In your scope of work, specify how often updates will be provided and in what format. Maybe weekly check-ins over email or bi-weekly reports summarizing content progress and site performance metrics.

Continuing with my blog example, I might report:

• Content creation progress.
• SEO improvements (keyword rankings).
• Traffic growth via Google Analytics.

In any project, unforeseen changes are inevitable. Scope creep happens when the project evolves without formal adjustments, so preempt that by establishing a change management process.

Think: If the client wants ten blog posts instead of five halfway through, how will that be handled?

Pro tip: Set up a formal request system where both parties agree on changes before the work starts.

Scope of Work vs. Statement of Work

You’ve probably heard the terms scope of work and Statement of Work tossed around like they’re the same thing. But, spoiler alert: they’re not.

• A scope of work is a section within the larger Statement of Work. It’s the nuts and bolts—the tasks, deliverables, and nitty-gritty details that map out what’s needed to complete a project. Think of it as the detailed, action-oriented part of the plan.
• The statement of work is a broader, more formal document that includes everything related to the project, such as objectives, scope, timelines, payment terms, and governance. It serves as the contract or legal agreement between parties.

Simply put, the statement of work is the master plan, and the scope of work is the to-do list that gets you there.

When should you use a scope of work vs. a statement of work?

If you’re pulling together a large project (think: construction or software development), the statement of work is your go-to.

It gives you a full contract, including payment terms, deadlines, and compliance details — everything you need to keep everyone on the same page and legally covered.

On the other hand, the scope of work is used for internal projects where you’re more focused on getting things done.

It’s perfect for projects like launching a blog or updating a website — basically, situations where you don’t need to involve legal paperwork but still want a solid plan.

Scope of Work Examples

1. Scope of Work for Social Media Management

This social media management scope of work template clearly lays out the project’s scope, breaking down tasks, deliverables, and what’s not included — keeping client expectations crystal clear.

The timeline? Realistic and tied to specific tasks, with estimated hours that keep everyone accountable. The budget section is structured to avoid any mix-ups, with each deliverable priced out.

What I like: This template smartly includes a list of resources needed from the client, making collaboration smoother. Plus, the terms for extra work or revisions help keep scope creep at bay.

2. Scope of Work for Content Writing Services

This scope of work document nails clear and straightforward communication. It covers the essentials—salary, start date, key responsibilities, and deliverables—so everyone’s on the same page from the start.

Notice how the overall tone strikes the right balance between professional and welcoming, showing off the company’s culture and excitement about bringing someone new on board.

What I like: This template clearly lays out all the information the writer needs to know. Bullets make the document easy-to-skim, so the writer can return to it again and again.

3. Scope of Work for a Website Redesign

Right from the start, this scope of work document zeroes in on the mission: Enhancing the website’s user experience and making it more mobile-friendly.

The tasks are clearly outlined, leaving no wiggle room for misinterpretation, while the out-of-scope items ensure no extra work slips in unnoticed.

With a detailed timeline, the client knows exactly when each phase will kick off and wrap up, minimizing any guesswork. Plus, the straightforward budget and payment terms cut through potential misunderstandings.

What I like: The pieces in this document create a framework that keeps everyone on track and avoids the dreaded scope creep.

Define the Scope to Prevent Scope Creep

When drafting a scope of work, think of it as your project’s roadmap. It needs to be clear, detailed, and easy to follow.

Be specific about what’s covered, from tasks to deliverables, so there’s no confusion later. Outline what’s not included to prevent scope creep, and make sure timelines and budgets are realistic and upfront.

A solid scope of work aligns everyone’s expectations and keeps things running smoothly, avoiding hiccups along the way. And, of course, don’t forget: Both parties need to review and sign off before the actual work begins.

You’ve just wrapped up all those interviews, and now you’ve found the perfect candidate. Next up? Offering them the job. But there’s one last thing standing in your way — writing the job offer letter.

I know how tricky it can feel. You want it to hit the right tone. But, between the legal speak and making sure every detail is perfect, it can quickly become overwhelming.

That’s where a job offer letter comes in handy. In this post, I’ll walk you through different job offer letter examples for all kinds of roles and industries. Plus, I’ll share a free template to get you going.

Let’s dive in!

Table of Contents

• What is a job offer letter?
• What is included in an offer letter?
• Job Offer Letter Template
• Job Offer Letter Examples for Any Hire
• Tips to Boost Your Offer Acceptance Rates
• Frequently Asked Questions

What is a job offer letter?

A job offer letter is a formal document from an employer to a candidate, outlining the key details of a job offer.

It typically includes the job title, salary, benefits, joining date, and employment terms. It also confirms the verbal offer and ensures both parties are clear on expectations, protecting against future misunderstandings.

What is included in an offer letter?

Your offer letter should have all the information needed for your candidate to make an informed decision.

When I’ve received offer letters, I’ve always appreciated when all of the factors I need to consider are easy to find in one place.

When writing a job offer letter, I recommend including the following details.

Employer Information

Begin by making sure the candidate knows exactly who the offer is coming from.

The company name, address, email, and phone number should be clearly listed. There should be no confusion about who the candidate will be working for and how to contact them if needed.

Role Information

Next, outline the details of the position being offered. This includes the job title, employment type, company name, and the proposed start date. The candidate should know what role they’re stepping into and when they’ll be expected to start.

Compensation

Clarity around pay is critical. Include the base salary or hourly wage, as well as the pay period (whether weekly, bi-weekly, or monthly). This way, there are no surprises regarding how and when they’ll be compensated.

Benefits

The offer letter also outlines key benefits like paid time off (PTO), health insurance, and retirement plans. You want the candidate to clearly understand the full compensation package, not just the salary.

When I’ve received offer letters in the past, understanding the benefits has helped me make informed decisions. If the salary is lower than my expectations, I could be swayed by a stellar PTO package or affordable insurance.

Job Expectations

Provide a brief overview of the job responsibilities and include contact information for the candidate’s direct manager or supervisor. This makes them aware of what’s expected of them and who they’ll be reporting to.

Confidentiality Agreements

If confidentiality or non-compete agreements are part of the offer, be sure to include them here. It’s important to cover these legal aspects upfront to protect both the company and the candidate.

Conditions of Employment

Sometimes, a role may have certain conditions to be met, such as background checks or work authorization. Always be clear about these, so the candidate knows their employment is contingent on fulfilling any necessary requirements.

Response Due Date

Mention the specific date by which the candidate should respond to the offer. This helps ensure both parties stay on track, and the process moves forward smoothly.

In my experience, this is helpful for both parties. I know when to respond by, and I can tell the company is excited to hear from me. No one is dragging their feet.

Signatures

Finally, include space for both the candidate and myself to sign and date the letter, formalizing the agreement and ensuring you’re both aligned on the terms.

Pro tip: For employers, consult a lawyer to review your final offer letter and ensure the wording is legally sound. This is an important step that will help you avoid potential legal risks.

Job Offer Letter Template

Need a job offer letter template that’s simple and customizable? I have just the thing for you.

Whether you prefer Microsoft Word or Google Docs, HubSpot’s free job offer letter template is ready for download. Just replace the placeholder text with your company’s details, the candidate’s name, and all the specifics of the job offer.

In no time, you’ll have a polished, professional letter that’s clear and sets the right tone.

Job Offer Letter Examples for Any Hire

General Job Offer Letter

Ideal for most full-time roles, this offer letter template covers the essentials: job title, salary, benefits, and a high-level overview of responsibilities.

It’s designed to be adaptable across various departments while ensuring clarity on what the candidate can expect. It strikes the right balance between formal and welcoming, setting the tone for a positive onboarding experience.

What I like: This job offer letter is straightforward. I can easily find who to contact for questions and clarification.

Executive Job Offer Letter

For C-suite or senior-level hires, this letter goes deeper. It includes specifics on performance bonuses, stock options, and severance packages, reflecting the significance of the role.

It’s about more than just compensation — it aligns company vision with executive leadership, emphasizing key responsibilities and expectations from the outset.

What I like: This offer letter outlines the different types of compensation standard for executives. The recipient can tell how much of their pay will come from their base salary, versus performance bonus and stock options. This helps your candidate make an informed decision.

Part-Time Offer Letter

This template is built for part-time employees, highlighting hourly wages, limited benefits, and flexible scheduling.

Commonly used for seasonal or project-based positions, it ensures the candidate understands their role while acknowledging the flexibility they may need.

What I like: When it comes to part-time jobs, compensation and benefits range widely. I like how this offer letter clearly states what the candidate gets in a bulleted list. As a recipient, I would know exactly what I qualify for.

Internship Offer Letter

Focused on learning and growth, this letter outlines key internship details such as duration, wages or stipends, and potential for future full-time employment.

While less formal than a full-time offer, it still establishes clear expectations, helping interns understand both their responsibilities and opportunities.

What I like: I’ve had internships where I never got an offer letter! Instead, I just received an email with a date and time to start. I strongly believe that teams should give their interns some type of formal offer letter. This brief example does just the trick!

Remote Job Offer Letter

Designed for remote employees, this letter includes specifics on working hours, communication protocols, and equipment provisions. It may also outline travel requirements for occasional in-person meetings.

The goal is to ensure smooth communication and set clear boundaries from the beginning.

What I like: This letter clearly states core working hours, while allowing the employee to have other flexibility. One of my favorite parts of remote work is having control of my schedule. This offer letter makes expectations clear about when the employee has to be behind their laptop.

Temporary or Contract Offer Letter

For short-term or project-based hires, this letter focuses on employment duration, project deliverables, and compensation.

It may also clarify whether benefits are included during the contract. This ensures both parties are aligned on the scope and terms of the project from the start.

What I like: This offer letter is upfront about the benefits a contractor receives. I appreciate the transparency throughout, so the temporary employee knows exactly what they can expect.

Tips to Boost Your Offer Acceptance Rates

Here are quick tips for employers making a job offer to candidates:

• Be quick. Once you’ve decided on a candidate, act fast. Delays can lead to losing top talent to competitors​.
• Personalize the job offer. Tailor the offer to the individual by addressing their specific motivations, whether it’s salary, benefits, flexibility, or career growth. A personalized approach can make the offer more compelling​.
• Offer competitive salary. Ensure the offered salary is competitive to attract the candidate, especially in high-demand industries. Use salary data sources like PayScale or industry-specific surveys to research current market trends for the role and region.
• Highlight the benefits. Beyond salary, emphasize employee benefits like remote work options, health insurance, and professional development opportunities. Benefits can often be as appealing as the salary itself​.
• Offer flexible work options. If your company can offer remote work, hybrid schedules, or flexible hours, include that in the offer. Flexibility is increasingly important for candidates, especially in tech or creative roles​.
• Set a response deadline. Give the candidate a reasonable but firm deadline to respond to the offer. This prevents drawn-out decision-making and helps you move forward if they decline​.

Frequently Asked Questions

How can I improve my offer letter acceptance rate?

To improve your offer letter acceptance rate, ensure your salary and benefits are industry-competitive, and offer flexibility and growth potential. You must be upfront about salary expectations to avoid surprises, too.

Aim to create a smooth experience by staying responsive, being transparent in interviews, and addressing concerns promptly.

Is a job offer legally binding?

A job offer can be legally binding if both parties agree to the terms, especially if the offer is accepted in writing. Once the candidate accepts the offer, it typically creates a contract, even if it’s not formally signed.

That said, many job offers are “at-will,” meaning either the employer or employee can terminate the relationship at any time unless otherwise stated.

It’s important to contact your legal team for specific concerns, as they can provide guidance on the implications of a job offer and ensure all terms comply with applicable laws and best practices.

Can an offer letter be negotiated?

Yes, candidates can and often do negotiate job offers. Key points of negotiation typically include salary, benefits, work hours, and sometimes even job title or responsibilities. To make the negotiation process smoother, it helps to set clear expectations on compensation and benefits early in the process.

Can an offer letter be extended?

Yes, an offer letter can be extended if the candidate requests more time to make a decision. It’s common for candidates to seek extra time if they’re considering multiple offers or need more information about the role.

Employers should be flexible, within reason, to accommodate these requests, as forcing a quick decision may cause the candidate to decline.

Making an Offer They Can’t Refuse

Using the right offer letter template makes all the difference. Comprehensive letters with all essential information will put your candidate at ease. Plus, you’ll save your team rounds of back-and-forth with your future employee.

Plus, you’ll be one step closer to sealing the deal, adding a stellar new employee to your team.

No matter what you do for a living, you deal with all kinds of risks daily — whether it’s operational hiccups, financial uncertainty, or potential reputation hits.

But it’s the unexpected curveballs you don’t see coming, like a sudden cybersecurity breach or equipment failure, that really shake things up.

Trust me; I’ve been there.

That’s where a risk assessment comes in.

With it, I can spot, analyze, and prioritize risks before they turn into full-blown problems. I can get ahead of the game, so that when the unexpected strikes, I already have a plan in place to keep things under control.

In this guide, I’ll share tips for running a risk assessment in five easy steps. I’ll also feature a customizable template to help you sharpen your decision-making.

Table of Contents

• What is a risk assessment?
• Purpose and Benefits of Risk Assessments
• When should you conduct a risk assessment?
• Types of Risk Assessments
• How to Conduct a Risk Assessment for Your Business
• Free Risk Assessment Template

What is a risk assessment?

A risk assessment is a step-by-step process used to identify, evaluate, and prioritize potential risks to a business’s operations, safety, or reputation.

It helps businesses understand the threats they face and determine how best to manage or reduce those risks.

The risk assessment process involves identifying hazards, assessing how likely they are to occur, and evaluating their potential impact.

With this information, businesses can allocate resources effectively and take proactive measures to avoid disruptions or accidents.

Purpose and Benefits of Risk Assessments

At its core, a risk assessment is all about identifying potential hazards and understanding the risks they pose to people — whether they’re employees, contractors, or even the public.

By doing a deep dive into these risks, I can take action to either get rid of them or minimize them, creating a much safer environment. And sure, there’s the legal side — many industries require it — but beyond that, it’s about proactively looking out for the health and safety of everyone involved.

It‘s important to note how crucial risk assessments are for staying compliant with regulations. Many industries require businesses to conduct and update these assessments regularly to meet health and safety standards.

But compliance is only one side of the coin. Risk assessments also show the company genuinely cares about its employees’ well-being.

Benefits of Risk Assessments

Think of a risk assessment template as your business’s trusty blueprint for spotting trouble before it strikes. Here’s how it helps.

Awareness

Risk assessments shine a light on the risks lurking in your organization, turning risk awareness into second nature for everyone. It’s like flipping a switch — suddenly, safety is a shared responsibility.

I’ve seen firsthand how, when people feel confident enough to call out risks, safety compliance just clicks into place. That’s when you know the whole team is looking out for each other.

Measurement

With a risk assessment, I can weigh the likelihood and impact of each hazard, so I’m not shooting in the dark. For instance, if I find that one task is particularly risky, I can change up procedures or workflows to bring that risk down.

Results

The real magic happens when you act on your findings. By catching risks early, I can prevent different types of crises like machine breakdowns or workplace accidents — things that can quickly spiral out of control.

Not only does this safeguard employees and minimize the fallout from those risks, but it also spares your organization from costly legal troubles or compensation claims.

When should you conduct a risk assessment?

Here are the most relevant scenarios for conducting a risk assessment.

Before Introducing New Processes or Products

If I’m launching a new product or service, I’d want to assess all the potential risks involved. This could include safety risks for employees, financial risks if the product doesn’t perform as expected, or even supply chain risks.

For example, as a manufacturer, you might evaluate the risks of new machinery affecting production lines​.

After Major Incidents

If something goes wrong, like a data breach or an equipment failure, a risk assessment again comes in handy. I can better understand what went wrong and how to prevent it from happening again.

For example, after a data breach, an IT risk assessment could reveal vulnerabilities​ and help bolster defenses​.

To Meet Regulatory Requirements

Staying compliant with industry regulations is another big motivator. In industries like healthcare or finance, this could mean avoiding hefty penalties or fines.

Compliance frameworks like HIPAA risk assessment in healthcare or OSHA for workplace safety make regular risk assessments a must​.

When Adopting New Technologies

Integrating new technologies, such as IT systems or machinery, can introduce new risks. I recommend conducting a risk assessment to identify any potential cybersecurity or operational risks.

Without this, your business could be exposed to new vulnerabilities​.

When Expanding Operations

Whenever expanding into new markets, it’s essential to assess potential risks, especially when dealing with different local regulations or supply chains.

Financial institutions, for example, assess credit and market risks when they expand internationally​.

Pro tip: Don’t wait for problems to arise — schedule regular risk assessments, either annually or bi-annually. This keeps you ahead of potential hazards and ensures you’re constantly improving safety measures.

Types of Risk Assessments

When conducting a risk assessment, the method you choose depends on the task, environment, and the data you have on hand. Different situations call for different approaches.

Here are the top ones.

1. Qualitative Risk Assessment

This assessment is suitable when you need a quick judgment based on your observations.

No hard numbers here — just categorizing risks as “low,” “medium,” or “high.” It’s perfect for when you don’t have detailed data and need to make a call based on experience.

For example, when assessing an office environment, like noticing employees struggling with poor chair ergonomics, I should label that a “medium” risk. Sure, it impacts productivity, but it’s not life-threatening.

It’s a simple approach that works well for everyday scenarios.

2. Quantitative Risk Assessment

When you have access to solid data, like historical incident reports or failure rates, go for a quantitative risk assessment.

Here, you’ll assign numbers to both the likelihood of a risk and the potential damage it could cause. This makes the assessment a more precise way of evaluating risk, especially for industries like finance or large-scale projects.

Take, for instance, a machine that breaks down every 1,000 hours, costing $10,000 each time. With this assessment, I can calculate expected annual costs and decide if it’s smarter to invest in better maintenance or just get a new machine.

3. Semi-Quantitative Risk Assessment

This is a blend of the first two.

In this risk assessment method, you assign numerical values to risks but still categorize the outcome as “high” or “low.” It gives you a bit more accuracy without diving into full-blown data analysis.

At HubSpot, leadership used this when relocating an office. The team couldn’t exactly quantify the stress employees would feel.

By assigning scores (like 3/5 for impact and 2/5 for likelihood), leaders got a clearer picture of what to tackle first — like improving communication to ease the transition.

4. Generic Risk Assessment

A generic risk assessment addresses common hazards that apply across multiple environments.

It’s best for routine or low-risk tasks, such as manual handling or standard office work. As the risks are well-known and unlikely to change, you don’t have to start from scratch every time.

When dealing with manual handling tasks in an office, for example, the risks are pretty standard. But you must always stay flexible, ready to tweak your approach if something unexpected comes up.

5. Site-Specific Risk Assessment

A site-specific risk assessment focuses on hazards unique to a particular location or project.

For example, if you‘re evaluating a chemical plant, for instance, don’t just rely on generic templates. Instead, consider the specifics: the chemicals used, the ventilation, the layout — everything unique to that site.

By doing this, you can address unique hazards and often high-risk environments, like suggesting better spill containment measures or retraining employees on safety procedures.

6. Task-Based Risk Assessment

In a task-based risk assessment, focus on specific jobs and the risks that come with them. This is ideal for industries like construction or manufacturing, where different tasks (e.g., operating a crane vs. welding) come with varying risks.

As each task gets its own tailored assessment, don’t miss the unique dangers each one brings.

How to Conduct a Risk Assessment for Your Business

When I need to run a risk assessment, I like to rely on a handy guide. Here’s a more comprehensive look at each step of the process.

1. Identify the hazards.

When identifying hazards, I try to get multiple perspectives so that I don’t miss any hidden risks.

Here’s how I go about it:

• Talking to my team. Since my team is the one dealing with hazards daily, their insights are invaluable, especially for identifying risks that aren’t immediately obvious.
• Checking past incidents. I review old accident logs or near-misses. Often, patterns emerge that highlight risks I may not have considered before.
• Following industry standards. If you work in certain industries, OSHA guidelines or other relevant regulations provide a solid framework to help spot hazards you might otherwise overlook.
• Considering remote and non-routine activities. I make sure to assess risks for remote workers or non-regular activities, like maintenance or repairs, which can introduce new hazards.

For example, during a system audit, I might identify obvious risks like unsecured servers or outdated software.

However, I must also consider hidden risks, such as unsecured Wi-Fi networks that remote employees might use, potentially exposing sensitive data.

Reviewing past incident reports, like past phishing attempts or data breaches, may reveal both technical and human-related vulnerabilities.

By taking all these factors into account, you can better protect your data and keep operations running smoothly.

2. Determine who might be harmed and how.

In this step, I widen my focus beyond just employees to include anyone who might interact with my daily operations. This includes:

• Visitors, contractors, and the public. That includes anyone who interacts with operations, even indirectly, is considered. For instance, construction dust on-site could harm passersby or visitors.
• Vulnerable groups. Certain people — like pregnant workers or those with medical conditions — might have heightened sensitivities to specific hazards.

Take the unsecured server example mentioned earlier. IT staff might be aware of the risks, but I also need to consider non-technical employees who might not recognize phishing emails.

3. Evaluate the risks and decide on precautions.

As I evaluate risks, I focus on two main factors: how likely something is to happen and how severe the impact could be.

• Use a risk matrix. The risk matrix isn’t just a tool to categorize risks but a strategic guide to help me decide which business risks need action now and which can wait. I focus first on high-probability, high-impact risks that need immediate action, and then work my way down to those that can wait.

• Determine the root causes. Next, I want to understand why a risk exists — whether it’s outdated software, lack of cybersecurity training, or weak password policies. This will help me address the issue at its core and create better solutions. Consider using a root cause analysis template to help you systematically capture details, prioritize issues, and develop targeted solutions.
• Follow the control hierarchy. The hierarchy of controls provides a structured approach to managing hazards. My first priority is always to eliminate the risk, like disabling unused access points. If that’s not possible, I implement network segmentation, multi-factor authentication, or encryption before relying on user training as a last line of defense.

For example, when dealing with phishing risks, frequent incidents and inconsistent training were the main concerns. To mitigate them, I could start by providing more robust training and enforcing multi-factor authentication. I could implement email filtering tools to reduce phishing emails.

If that’s not an option, I can improve response protocols. Incident response plans would provide additional protection.

4. Record key findings.

At this stage, it’s time to document everything: the risks identified, who’s at risk, and the measures put in place to control them. This is especially crucial if you’re operating in a regulated industry where audits are a possibility.

Here’s how to lay out the documentation based on our earlier example.

• Hazards identified: Phishing attempts, unsecured servers, data breach risks.
• Who is at risk: Employees, customers, third-party vendors.
• Precautions: Multi-factor authentication, email filters, encryption, regular cybersecurity training.

Pro tip: Digitize these records and include photos of the relevant areas and equipment. This will keep you compliant with regulations while also doubling as an excellent risk assessment training resource for new employees. Plus, it ensures everyone can access the information when needed.

5. Review and update the assessment.

Risk assessments aren’t a “set it and forget it” thing. That‘s why I recommend reviewing your assessment plan every six months — or whenever there’s a significant change.

Here’s how to approach it:

• Trigger a review with changes. Whether it’s new equipment, new hires, or regulatory updates, any major shift calls for a reassessment. For example, after upgrading a cutting machine, I can immediately revisit the risks to address updated training needs and potential software issues.
• Incorporate ongoing feedback. Employee input and regular audits play a huge role in keeping assessments up to date. By maintaining open communication, you can spot new risks early and ensure existing safety measures remain effective.

Free Risk Assessment Template

Need a quick, easy way to evaluate different risks — like financial or safety risk? HubSpot’s got you covered with a free risk assessment template that helps you outline steps to reduce or eliminate those risks.

Here’s what our template offers:

• Company name, person responsible, and assessment date.
• Risk type (financial, operational, reputational, human safety, etc.).
• Risk description and source.
• Risk matrix with severity levels.
• Actions to reduce risks.
• Approving official.
• Comments.

Grab this customizable template to assess potential risks, gauge their impact, and take proactive steps to minimize damage before it happens. Simple, effective, and to the point!

Take Control of Your Workplace

Effective risk assessment isn’t just about ticking a compliance box—it’s a proactive way to keep your business and employees safe from avoidable hazards.

Always start by identifying specific risks, whether they‘re tied to a particular site or task. Once you’ve got those, prioritize them using tools like a risk assessment matrix or a semi-quantitative assessment to make sure you’re tackling the most pressing issues first. And remember, it’s not a one-and-done thing—regular reviews and updates are crucial as your business evolves.

Plus, with HubSpot’s free risk assessment template on hand, you’ll always have a strong foundation to stay one step ahead of any potential risks.

It’s been 53 days since Hurricane Helene devastated my hometown of Asheville, but I’m going to level with you: I showered in a FEMA trailer this morning, so it’s still really hard to care about send rates and conversion optimization.

Lucky for you and me (and my editorial calendar), I found a story that I do care about. And my sense of humor is still (mostly) intact.

It’s a story of cleverness and kindness. A story about how one business owner used her clout to help her community. And a story about how your brand can do the same, should you find yourself in the middle of a crisis.

And don’t worry: we’ll also check out examples of how businesses of different sizes chipped in, so there’s plenty for you SMBs and enterprise marketers, too.

Making Magic in a Time of Trouble

Charla Schlueter sits in front of me meticulously shuffling a deck of Magic the Gathering cards. Yet each time the door beside us opens, she greets each newcomer with a smile and their first name.

Schlueter’s the owner and operator of Gamers’ Haunt, a little game shop in Asheville, North Carolina. Since the hurricane hit, my son and I have been visiting weekly in search of something the shop gives away for free: normalcy.

But we’re not actually in Gamers’ Haunt. Not properly. We’re seated in the two-room kung fu studio that’s graciously allowed Schlueter to host a makeshift shop after a maple tree rudely inserted itself into her roof during the hurricane.

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Despite the change in venue, the studio is packed wall-to-wall with Schlueter’s regular customers. It’s game night and the turnout is high. They’re here for a bit of normalcy, too, but they’re also here to support Schlueter and her team.

This is the kind of community your social media director would commit crimes to have. It’s fiercely loyal and consistently engaged. And it’s anchored by Schlueter’s unflagging friendliness.

Her friendliness is belied by only two things: The way she absolutely annihilates my 9-year-old kid in Magic. And the shrewdness with which she leverages her business influence to help this community.

A Stormy Surprise

We each draw seven cards and begin trading stories about how the hurricane flipped everything on its head.

“After the storm, I did my best to try to track down as many customers as I could to see how they were doing and make sure that they were good,” Schlueter tells me while arranging her hand.

During one such check-in, she and her crew helped a customer clear wreckage from his flooded home.

“We go to his room, and it’s all covered in mud because the whole house was submerged,” she says. Yet among the silt and sludge, there was a surprise: The cards he’d bought from Gamers’ Haunt had survived. The boxes they were stored in, designed to protect against casual wear and tear, were apparently also disaster-proof.

“Sure enough, we open up the Boulder boxes, and they’re totally fine.”

To spread a bit of levity during a tough time, Schlueter shared the discovery on the Gamers’ Haunt Facebook page. That’s when the brand behind the boxes took notice.

Schlueter lays down a card.

“Once I posted about it, Ultimate Guard reached out to me and was like ‘Oh, that’s incredible. Do you mind if we share this?’ And I said ‘Absolutely!’”

She turns the card sideways to signal her attack.

“As long as you’ll share my customer’s GoFundMe with it,” she grins.

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If I have enough, I’m good.

Ultimate Guard agreed to share the customer’s GoFundMe with their audience — about 10 times the people that Gamers’ Haunt could otherwise reach. (As a bonus, they also sent some free swag to both the customer and the shop.)

I asked Schlueter why she didn’t request that they share her own GoFundMe. After all, the shop had to be gutted after the tree hole let the hurricane in without asking.

“I’ve always had this motto, ‘If I have enough, I’m good,’” Schlueter says. “At this point, the community had risen up and done a lot of wonderful stuff for my business.”

To that end, the shop’s own GoFundMe had reached its original goal in just over two days. And the community gave her more than just financial support.

“It was unbelievable. Six people brought tables and chairs. I had hordes of people come help me get inventory out of the shop when it was still flooding. I can’t even name the number of customers who came and helped me.”

So, why did the community rise up for them? Maybe it’s because all of the employees know them by name. Maybe it’s because the shop is run by the kind of people who shovel mud for casual acquaintances.

Schlueter thinks it’s something deeper.

“It sounds corny, but I very strongly believe that if you take care of a community, it will take care of you. And the hurricane proved me right.”

Takeaways from a Typhoon

I recognize that building a community is a different exercise for a mom-and-pop shop, but if you zoom out, there are lessons here for brands of any size.

I sincerely hope you never need these lessons, but you should consider them before a crisis hits.

1. Take care of your community.

When disaster strikes, it’s okay to worry about your own business. Put your own oxygen mask on first. But once you’re safe, your next thought should be your community.

Following the storm, Schlueter and her team created free decks of Magic cards for people who lost theirs during the storm.

And while that’s a kind thing to do on an individual level, it isn’t just about replacing material goods. Without their cards, community members can’t join in on the weekly games.

“If you lose your Magic deck, you lose your community. So I think there’s a lot more tied to it than just belongings.”

2. Use what you have at hand.

As a business owner, Schlueter had the attention of a supplier, which she leveraged to bring wider awareness to her community’s needs.

That’s what she happened to have at hand. Your business may have different resources.

When local restaurants Blunt Pretzels and Bear’s Smokehouse had to shut down normal operations following the storm, they could have just closed their doors. Instead, they partnered with World Central Kitchen to use their kitchen space to offer free hot meals to the community.

Highland Brewing’s main resource was an abundance of space, which they offered up to relief organizations like Beloved Asheville, World Central Kitchen, and Wine To Water. These organizations used the brewery as both a central hub and a storage area for the massive amount of supplies needed.

3. Patronage is a resource, too.

Don’t forget that the money you spend (on daily operations, relief efforts, or even your own recovery) can also be a form of relief.

When Red Fiddle Vittles and Mother Earth Food began offering fresh-cooked meals to shelters, they sourced the ingredients from local farmers. That support means the world to small businesses that may have lost their ability to support themselves.

4. You don’t have to fix it all.

In the aftermath of a crisis, the scope of what needs to be addressed can feel overwhelming to those who want to help.

Take a deep breath. You don’t have to fix everything. Find an area that you can address and focus on that.

When our schools were shut down for several weeks, kids needed something to occupy their time. (Keep in mind, we also had no electricity during those weeks.)

Comic Envy, a local favorite comic shop, responded by offering a sale on children’s books and comics.

As the parent of a 9-year-old, I can tell you that the sale was deeply appreciated.

5. Don’t treat it like a campaign.

Throughout October, a community care station with showers, laundry machines, and potable water was set up in the parking lot of a nearby grocery store.

It was quietly paid for by Pratt & Whitney, an aerospace company with a manufacturing plant in Asheville. There were no signs announcing this. No banners stating that it was proudly sponsored. No brand awareness was being generated.

But word gets around. And locals remember these things.

How You Can Help

While Western North Carolina has fallen out of the news cycle, we’re still very much in need of your attention.

In the days and weeks immediately following the hurricane, an outpouring of food, water, clothing, medicine, and love helped us to simply survive.

But as we transition from survival to recovery, the kind of help we need is transitioning, too.

The resource I happen to have at hand is a newsletter and a blog, with a big audience full of beautiful people like you. So I’ve loaded this article with links to incredible local brands that could use your support. If you find yourself moved to help, consider clicking a link and checking out what they’ve got to offer.

When I graduated with a marketing degree over a decade ago, I hit the scene thinking that marketing would always be its own thing. Something like “holistic marketing” seemed unnecessary to me. Marketers had their swim lane; I’d stick to mine.

Now, when I lecture marketing students at my alma mater, I couldn’t imagine not thinking holistically about marketing. The marketing function keeps expanding, as Deloitte’s Spring 2024 CMO Survey affirmed. And marketing must help other departments and the entire company accomplish its goals and objectives.

That’s one of many benefits holistic marketing offers. When we free marketing from swim lanes, we invite others to participate and own marketing’s principles and outcomes. Marketing then becomes a guide, directing customers, partners, and employees into a comprehensive, unified brand experience.

But first, you must understand holistic marketing’s history, application, and implications. Let’s chat about how this approach can help you accomplish more with your campaigns.

Table of Contents

• What is holistic marketing?
• Benefits of Holistic Marketing
• How to Apply a Holistic Marketing Approach
• 3 Tips for a Strong Holistic Marketing Strategy

For a long time, companies divided operations into discrete business units. Marketing, sales, customer support, product development: each department was accountable to the company in total but operated within their own walls.

But those departmental lines have been blurring, with marketing at the forefront of this process. No doubt many of you are familiar with the clarion call to align sales and marketing into smarketing.

But, other departments are leaning on marketing to help them:

• Attract more prospects.
• Inform and educate potential customers.
• Entice customers to renew and upgrade.
• Provide a consistent, high-quality customer experience.

Central to these needs? Serving the customer. And the key to “holistic marketing” lies in understanding how you, as a marketing leader, can influence the way your entire company interacts with customers.

The term “holistic marketing” gained popularity mainly from the efforts of esteemed marketing professor Philip Kotler (often referred to as “The Father of Modern Marketing”). He defines it as “shaping an experience for the customer that goes beyond the product.”

Kotler further defines holistic marketing’s key pillars:

• Internal marketing that gets everybody — from the intern to the CEO — embracing marketing principles.
• Integrated marketing that uses many channels and creative outlets to communicate your value proposition.
• Relationship marketing that champions your customers and marketing partners.
• Performance marketing that analyzes returns on marketing investment and contextualizes marketing activities amid legal, ethical, social, and environmental factors.

In this vein, you see how holistic marketing is part of the customer experience (CX) a company delivers. CX’s purview is the overall experience a customer has with a brand. A holistic marketing strategy focuses more on how marketing activities influence that experience.

What does holistic marketing look like in practice?

To answer this question, I talked with Allison Nordenbrock Brown, founder of Norden Marketing. She provides fractional CMO services to B2B technology and professional services companies.

“I would define holistic marketing as an approach that takes all potential marketing channels into consideration,” she said. “Instead of deeply focusing on one channel because it‘s ‘what’s been done,’ holistic marketers instead consider how all of these channels have performed historically within the company to guide future direction.”

Those potential marketing channels cover any place that could influence a customer’s brand perception, including:

• Traditional marketing like TV, radio, out-of-home advertising.
• Digital marketing like SEO, email, and social media.
• PR and earned media.
• Direct sales conversations and promotions.
• Customer support like call centers, chatbots, and social media support.
• Experiential and event marketing.
• Corporate social responsibility efforts.
• Internal marketing to employees.

Consider a brand like Apple from this holistic perspective. Maybe you bought an iPhone recently. No doubt you saw an ad on TV or reviewed a landing page through a sponsored link — that’s certainly marketing’s work.

But, what happens after buying the device?

Every post-purchase event also falls under Apple’s marketing umbrella. From the design of the device unpacking process to offering in-store Genius Bars for support, you can feel Apple’s brand. It’s a uniform, seamless brand experience. That’s the feeling you’re trying to emulate with a holistic marketing approach.

Benefits of Holistic Marketing

Look how many avenues marketers have to think about in a holistic marketing approach. Is all that work worth it? Let’s investigate holistic marketing’s benefits.

Improves Customer Experience

Customers crave a seamless experience like Apple provides. And they notice when you don’t deliver.

Salesforce’s latest State of the Connected Customer report found that “79% of customers expect consistent interactions across departments, yet 55% say it generally feels like they’re communicating with separate departments rather than one company.”

A well-executed holistic marketing approach helps companies deliver a uniform brand experience. With a defined core message and approach shared across every business function, every customer receives an experience that accurately reflects your company.

Increases Company Revenue

Naturally, better customer experiences likely mean customers want to stay and spend more with you. The uniform brand presence a la Apple can help you generate more revenue. Brand management tool Marq found that “consistent brand presentation across all platforms can increase revenues by up to 23%.”

Increases Internal Team Effectiveness

A holistic approach offers significant internal benefits, too. Brown offers an example familiar to any marketer: sales asking marketing to quickly spin up a new deck to wow a large prospect.

In a traditional marketing setup, “marketing is annoyed,” says Brown. “They already made a deck. Why is this an emergency now? They become overwhelmed and frustrated that they didn‘t know about this need sooner. Why isn’t the existing deck good enough?”

Holistic marketing allows marketers to operate more proactively. With this approach, marketing can communicate with sales, take ownership, and get things done.

“In a holistic marketing department, sales and marketing meet on a regular basis and talk about their goals and activities,” says Brown.

“Sales is targeting more large enterprise clients. Marketing asks about their needs in advance. Sales shares that the current deck isn’t resonating as well with enterprise prospects. Sales and marketing develop a deck together while sales and ramping up their efforts. Once sales land a meeting, the deck is ready to go, and everyone is less stressed.”

How to Apply a Holistic Marketing Approach

Whether you’re a one-person marketing team or run marketing for a global enterprise, you can benefit from adopting a more holistic approach. How do you get started?

1. Set your goals and high-level strategy.

Before you dive into developing an incredible, highly detailed holistic marketing plan, ponder the basics:

• What do you want to accomplish?
• What do you expect to need to do that?
• Who should be in your corner to do it?
• How do you think you’ll integrate everything?

Write a memo to yourself detailing answers to these questions. You want to build buy-in before investing considerable time and resources into holistic marketing.

Create the high-level roadmap to achieve your goal, which will help others see the direction you want and where they can support you.

2. Align internal teams.

With a brief in hand, start building consensus among other departments. Sales is your first and most important champion. They benefit the most from your holistic approach, and you’ll want them on your team.

Just like how a salesperson builds a logical and emotional case for their prospects, you should approach them similarly. Demonstrate why they should care about a holistic approach. Find case studies and examples from other companies.

Lean on the benefits this will offer customers (and those prospects sales wants to close). It’s not about making marketing better; it’s about how marketing can make everybody better.

After convincing sales, consider other customer-facing departments like customer support or product development and design. Invite teams who influence how customers experience your company’s product or service.

3. Determine details like messaging, channels, and SOPs.

With buy-in on the plan’s goals and high-level strategy, you can then develop the details to bulk up your holistic marketing approach.

Within your plan, establish:

• Goals, objectives, and metrics.
• Core customer-centric messaging.
• Brand voice, tone, and style guides.
• Channels to use to manage customer relationships.
• Standard operating procedures (SOPs) on how to run holistic marketing campaigns.
• Clear lines of accountability and authority (consider building a RASCI matrix).

Pro tip: Make sure your messaging reflects your authentic voice. Customers can sniff out a phony. Social content marketing firm Stackla reports that “88% of consumers say authenticity is important when deciding which brands they like and support.”

Provide enough details so that your non-marketing peers can embrace marketing’s principles and act accordingly. For instance, user- or employee-generated content can be especially valuable in providing the authenticity customers crave.

A clear guide can help employees produce great content — and help you avoid mishaps like Chick-fil-A’s treatment of its employee whose food videos went viral on TikTok.

4. Monitor metrics and adjust.

Remember, a holistic marketing strategy touches upon more than a traditional strategy does. Accordingly, you’ll need to track more than the typical sets of metrics. Additional KPIs worth tracking include:

• Customer satisfaction.
• Brand awareness.
• Employee engagement.

These data points are more qualitative; get creative in how you gather and use these data. For instance, use post-purchase engagement surveys to determine Net Promoter Scores (NPS). This will help you benchmark customer engagement and track qualitative progress.

If you want extra help completing your plan’s details, check out HubSpot’s guide to building a high-quality marketing strategy and plan.

3 Tips for a Strong Holistic Marketing Strategy

You’ve seen holistic marketing’s benefits, and you’re working to integrate marketing operations and engage other departments.

As you execute strategy and build your coalition, Brown offers a few tips to nail this significant operational overhaul.

1. Question everything.

A holistic marketing strategy takes a broader way of thinking to execute well. You have to look past the regular channels, spot unorthodox opportunities, and act upon them. As a result, marketers cannot sit back and go with the status quo.

“Traditional marketing departments will often get stuck in a loop of ‘this is how it‘s always been, this is what we’ve always done,” Brown said.

“But, holistic marketers look at the marketing strategy from a lens of ‘Should we be doing this?’ and ‘Is this driving the right outcomes for our company?’ When your approach becomes holistic, you’ll take your marketing efforts from reactive to proactive.”

2. Always be communicating.

Building something new requires getting everyone bought into the concept and excited about potential outcomes. It’s a question of relationships within your company. And like growing any relationship, communication is key.

As marketing takes a more holistic approach, Brown reminds you to keep everyone apprised of progress.

“By communicating that marketing is testing multiple channels to determine how they can all work together simultaneously, departments will be more understanding when marketing is no longer as reactive to their needs,” she said. “Their needs are already being met with proactive planning and communication.”

3. Track a unified goal.

Holistic marketing generates lots of data, and it’s tricky to help everyone remember the most important insights.

UX designers may recognize this challenge as Miller’s Law: Longstanding research shows most people can hold about seven pieces of information in their minds at once. UX designers have tried many ways to circumvent this limitation, such as “chunking” content to make it digestible and memorable.

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Like designers, marketers need to chunk data into high-level, manageable insights. Cross-department communication gets complicated quickly.

Marketers should take the lead and focus teams’ attention on what’s most important with a unified goal.

Brown agrees with this strategy. “All channels should still be measured individually, but a successful holistic strategy will move the needle for the unified goal,” she said. “That goal should be understood across all departments. Whether it’s to grow recurring revenue in a single line of business, or drive new subscribers, a holistic strategy will drive toward the unifying goal from all angles.”

Pro tip: Use HubSpot’s marketing plan template to lay the foundation for your holistic marketing approach. You’ll receive templates to set your strategies, channels, and technology.

Take Proactive Steps to Incorporate Holistic Marketing

Consumers are picky about their brand relationships. If they don’t find what they’re looking for with you, they’ll go elsewhere. And the best brands that consumers stay with offer a fulfilling, seamless brand experience.

I teach marketing students about marketing’s discrete operations like email, social media, and direct marketing. But, the successful future marketer will need to not only think holistically but also develop cross-department relationships to grow marketing’s influence.

A holistic marketing approach can help you tap into the various resources scattered throughout your organization.

With a proactive mindset, deep appreciation of your customers, and strong interdepartmental relationships, you can bake a clear vision into every marketing campaign and accomplish unified organizational goals.

You’ve heard it before — forms are the gold standard for capturing leads, tracking industry trends, or gathering customer feedback. But to create that conversion or feedback, you need a form builder tool.

I’ve reviewed the 11 best online form builders so you can find the best one that fits your needs.

I’ve used forms to collect leads on a marketing team, to generate event feedback, and to create surveys, so I understand what’s useful for different scenarios.

I’ll also cover what to look for in a form builder tool and how to get started.

Table of Contents

• How to Create Online Forms
• Form Builder Software Tools: What to Look For
• 11 Online Form Builder Tools

Form builder tools are an easy, no-code way to create web forms such as a contact form, event or mailing list signup, or survey. You can customize your form with multiple form fields, different formats, and design customization.

Once your responses start coming in, most forms will also import each entry into a spreadsheet or centralized database and send you notifications when people complete them.

Regardless of the form builder you choose, I’ve found there are a few key steps you’ll want to follow when creating a form for the purpose of lead generation.

1. Identify the goals of the form.

Are you aiming to generate sales leads, or are you merely planning to add contacts to your email list?

Once you identify what you’re looking for from your prospects, you’ll be able to determine what information you’ll need to get from them on the form. If you need some ideas, check out HubSpot’s Ultimate Guide to Web Forms.

2. Pick a form builder tool.

There are free online form builders available, but they might not have all the features you need. I’ve run into this frustrating scenario many times!

For example, some might not embed well onto the site you use because of your CMS. I recommend using a form builder that connects with your CRM, like HubSpot’s Free Form Builder.

Start building forms for your website for free.

3. Include name and contact fields.

This step is pretty self-explanatory. Unless you are creating an anonymous survey, you’ll want to get your visitor’s first and last name.

Ask for needed contact information, such as an email or phone number. Keep in mind that your request should be appropriate for the context.

I’m always a little reluctant to hand over my information on a form. To avoid form abandonment, I recommend making non-essential contact fields optional and sharing how the contact details will be used.

4. Add additional demographic information as needed.

Along with the standard name and email details, it may be valuable to gather more demographic information about your prospect like job title, company location, and company size.

This will give you insights into your audience and a contact’s buying or decision-making power.

5. Figure out which fields are must-have vs. nice-to-have.

Now, here’s where I often struggle to find the right balance. If you want to add people to your email list, you probably don’t need much information beyond name and email.

But if you’re sending out a form to generate leads or learn more about your target audience, you might want to ask a few more specific questions, such as age, gender, or location, to get a feel for who your prospects are.

While you may be tempted to add more fields to cover all your bases, asking too much at once may actually deter leads and lower your conversion rate.

I suggest asking only for what you need or using a form builder that auto-fills information using market intelligence.

6. Set up an automated follow-up email that’s triggered once the form is submitted.

After someone takes the time to fill out your form, it’s standard to send a “thank you” or “welcome” email letting them know the next steps.

For instance, if it’s a newsletter, let them know how often to expect the email, which topics are discussed, and include a peek into previous emails.

If it’s a “Contact Us” form, the follow-up email should confirm receipt of the form along with an estimated response time. The more clarity you provide, the better the experience for the user.

Form Builder Software Tools: What to Look For

Confused by all the options available? There’s a huge variation in the features, prices, and value you get from each one.

Here are the criteria I look for to find the best tool.

1. Ease of Use

Every tool claims to be easy to use, but not all are intuitive. Look for things like drag-and-drop reordering, question banks, and robust documentation to help you learn the platform.

I’ve discovered that some of the nuances don’t become clear until you use them, so don’t be afraid to demo different tools and see which you prefer.

2. Customization

Look for a solution that gives you a wide range of form field options, from multiple choice to free response to check boxes. Another feature to consider is visual customization.

It’s important to match the color and style of your form to your brand to create a cohesive customer experience.

Some tools hide customization behind paid tiers, so I recommend you decide ahead of time if brand customization is a must-have for you before you begin searching.

3. Conditional Logic

Conditional logic is when a form shows specific questions to a respondent based on their previous responses.

For instance, if I ask, “Which products are you interested in trying?” in a market research survey and the person selects “shirts” instead of “shoes,” my next question may ask for their shirt size, but not their shoe size.

Conditional logic creates more relevant, concise forms for better engagement.

4. Integrations

One major factor in the form builder tool you choose should be integrations. If the tool will be embedded on your website, for instance, does your form builder integrate with the CMS?

If you manage leads through a CRM, can you connect the form data to feed in automatically and avoid a lag? Consider which systems are most important and look for a compatible form builder.

5. Analytics and Reporting

There is a wide range of reporting capabilities offered by the different form builder tools. Some give you visual dashboards with many different metrics.

Others, like Google Forms, will simply give you a spreadsheet that you’re on your own to analyze.

Decide what kind of analytics and reporting tools you need for your purposes, and review what each form builder offers before committing to one.

6. Mobile-Responsiveness

Have you ever had to complete a tiny form on your phone?

Trying to select a field and type in information isn’t worth the effort to many when the form isn’t mobile-friendly. Mobile-responsive simply means that a form is designed for a mobile device and follows best practices.

7. Accessibility

Many forms aren’t accessible for individuals with low vision who use a screen reader. This doesn’t just exclude people — you could be running afoul of ADA regulations.

Make sure your forms use high contrast in their design and follow the four design principles for accessibility: keep all information perceivable, operable, understandable, and robust.

8. Data Security

There’s one more very important consideration to look for when researching form builders. If you collect any sensitive personal information like medical information or financial details, you must be able to trust that your customers’ data is secure.

If you are a healthcare provider, you need a form builder that can ensure HIPAA compliance with patient data.

If anyone from Europe accesses your form, you need to comply with GDPR regulations. California, the U.K., and Canada have similar regulations.

I recommend looking for form builders that have a reCAPTCHA option and certifications like SOC 2 and ISO that represent excellence in cybersecurity. The costs of a data breach would far outweigh the cost of a high-quality, secure tool.

11 Online Form Builder Tools

Researching tools may seem intimidating, but I’ve made it easy for you. I tested 11 form builder tools in depth to help you pick the best-fit one. Ultimately, there’s a form-building software for your business’s needs and goals — let’s find it together!

1. HubSpot’s Free Online Form Builder

HubSpot’s online form builder is one of the most powerful form builder tools available.

The tool combines the foundations of form creation with cutting-edge technology to give you much more capability than a normal online form builder can — and it’s also free.

Pricing: Free CRM and Marketing Hub with paid plans starting at $15 a month.

Pros

• Easy drag-and-drop interface, no coding required
• Integration with HubSpot’s CRM and marketing tools for lead management
• Customizable forms to match your branding
• Analytics to track form performance
• Ability to target form pop-ups based on customer segments or behavior
• Automatic email notifications for submissions

Cons

• Premium features (e.g., advanced reporting) may require paid plans

What I find amazing is that, even though it’s one of the more advanced form builder tools, you don’t need any technical expertise when you use HubSpot’s form builder.

You can quickly create forms with the drag-and-drop form builder and convert anonymous website visitors into leads with unlimited forms, fields, submissions, and custom forms that all connect to your contact database.

I was able to create a simple form in about five minutes. I could choose from an embedded form, a standalone page, or a pop-up with a few different options for where that appeared on my homepage.

My favorite feature is that I can enable a form pop-up to appear in a very targeted way. I can choose a customer segment, which page I want the form to appear on (and after how long). I can also target by location, days since last visit, and various engagement metrics as conditions for a form pop-up.

That way, I can send a customized message, demo request, or relevant content at exactly the right time.

Once someone fills out your form, they’re automatically added to HubSpot CRM. In the system, you can set reminder tasks, call them, and send them personalized emails, letting you better manage and nurture relationships with your contacts.

What I like: HubSpot’s form builder also has data enrichment for contact profiles, Breeze Intelligence form shortening, and deep integration with HubSpot’s Marketing Hub, making it a good option for teams who want a single system for contact management.

Form shortening works by pulling in public data from the web and LLMs to auto-populate details like company size, industry, and website — only asking your contact to complete a few short fields. This decreases the chance your lead will abandon the form halfway through.

2. HubSpot’s WordPress Plugin

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Have a WordPress site but still want to leverage HubSpot tools to generate leads?

With HubSpot’s WordPress plugin, you can create forms, assign them within a workflow, and use them to generate landing page leads. Contacts generated with your forms can also be stored in your HubSpot CRM.

Pricing: Free plugin, though you may need a paid HubSpot plan or WordPress plan for certain features.

Pros

• Seamless integration with WordPress and HubSpot for easy lead capture
• Tracks visitor behavior, including page views and form submissions
• Automatically syncs data with HubSpot CRM for better lead management
• Free to use with basic lead-tracking features

Cons

• Limited functionality in the free version
• Customization options might be more basic compared to other form plugins

What I like: The tool makes the form creation process easy. Although it‘s powered by HubSpot, you don’t need to leave your WordPress dashboard to get the same form-building experience that you can find in Marketing Hub.

3. ClickUp Forms

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ClickUp is an all-in-one project management and collaboration tool built to help teams of all sizes manage all their work and centralize communication.

ClickUp Forms comes with tons of configuration options to let you easily create your ideal form for any use case, add important questions, and collect insightful responses together.

Pricing: Free plan includes one form, with paid plans starting at $7/month.

Pros

• Customizable forms that integrate with ClickUp tasks and workflows
• Automates task creation and team assignment from form submissions
• Offers unlimited form views in paid plans and rich reporting tools
• Collaboration features allow teams to work on form responses directly in ClickUp

Cons

• Free plan limits you to just one form.
• May require learning ClickUp’s interface, which can be complex for beginners
• Some advanced features are locked behind higher-tier paid plans
• Less integration with external CRM and CMS systems
• May require third-party integrations

The first thing I noticed about ClickUp is that it has a lot of options.

I think this is a strength, but it can also be a drawback since too many options make it harder to choose one. You’ll also encounter a learning curve when setting everything up if you aren’t already a competent user.

What I like: The form builder tool has drag-and-drop features to move task fields into the form and create new ones via custom fields to build your ideal form.

Customize it further by selecting a primary theme color to match your brand, adding an image or logo as an icon, and listing a description at the top of the form to give your recipients more context and instructions on how to proceed.

Easily share your form with anyone by copying the direct link or embedding it on a web page with HTML. You may also export your form responses as a CSV file or find them in your task list.

Because it’s integrated with task management, you can turn form submissions into a to-do item and even use the form tool as a simple ticket management system. For that reason, I believe this tool is best for internal data collection or user feedback instead of large-scale lead collection.

4. Forms.app

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If you’re searching for a form builder tool, I think forms.app is a great option to consider. It’s a user-friendly platform that allows you to create forms, surveys, and quizzes without any coding.

I was able to browse their extensive form library and create my first form without creating an account.

If getting started is a sticking point, you can choose a template such as order forms, customer satisfaction surveys, job applications, consent forms, and signups.

Pricing: Free plan, with paid options starting at $15/month.

Pros

• Intuitive drag-and-drop form builder — no coding required
• Offers a wide range of templates and customization options
• Integrates with third-party apps like Google Sheets, Slack, and Mailchimp
• Provides conditional logic and payment collection features

Cons

• Free version has limitations, including fewer form responses
• Some advanced customization and analytics require a paid plan.
• Less robust reporting compared to some competitors

I think one of the great things about forms.app is that many of its advanced features are available for free. This includes conditional logic, calculators, product baskets, file uploads, multiple question types, payment collection, signature collection, and advanced analytics.

Forms.app offers an AI form generator feature that can help you create forms and surveys even faster. You describe what you want to create, and the AI will take care of the rest. It also suggests rewrites to your questions to help you write the best survey questions possible.

What I like: Once your form is done, you can share it in various ways, such as embedding it on your websites, sharing it as a QR code, or publishing it on social media. Integrations for popular tools like Google Drive, HubSpot, AirTable, and Meta Pixel help you send the data where you need it.

While the tool offers payment forms and medical treatment forms, proceed with caution. Do your research first to make sure it meets your company’s data security and regulatory standards.

5. WPForms

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WPForms is a beginner-friendly WordPress form builder that makes it easy to add beautiful forms to your website with just a few clicks. It’s used by over six million users who love it for its easy WordPress integration and wide variety of templates.

Pricing: WPForms Lite is free, with paid plans starting at $49 a year.

Pros

• Easy-to-use drag-and-drop builder, suitable for beginners
• Wide range of pre-built templates for quick form creation
• Integrates with popular platforms like PayPal, Stripe, Mailchimp, and more
• Offers advanced features like conditional logic, multi-page forms, and file uploads

Cons

• Free version has limited functionality and form fields
• Lacks advanced reporting and analytics compared to dedicated form tools
• Reports of occasional plugin conflicts with other WordPress features

WPForms Lite has the same interface as the premium version but limits users to only a few pre-selected form fields and formats.

What I like: All plans include a GDPR agreement option, reCAPTCHA security, mobile-responsiveness, and secure payment options like Stripe and PayPal.

6. Visme

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Like others I reviewed, Visme offers a drag-and-drop form builder that integrates with Zapier, Mailchimp, HubSpot, and others.

But Visme has one big differentiator: animations. While you may not think your form needs custom animations, their research found it can lead to 40% more conversions and 34% more form starts.

Pricing: Free basic plan, with paid plans starting at $12.25/month.

Pros

• Design-focused, allowing for beautiful, interactive forms with customizable design options
• Integrates with Visme’s other design tools, making it easy to create branded forms
• Provides real-time analytics and data collection
• Ideal for presentations and reports, with easy embedding options

Cons

• Being design-focused, it may not suit those looking for advanced form features
• Limited access to templates and features on the free version
• Lacks deep integrations with CRM systems

With Visme, you can create appealing, animated, and interactive forms with its easy-to-use built-in templates and drag-and-drop functionality. The animations stand out from static lead generation forms that can quickly lose a viewer’s attention.

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What I like: Visme’s AI feature allows you to design interactive and professional forms with less hassle and best practices. Once created, Visme generates a link, QR code, and HTML code so you can embed the form on your website.

Once you collect data through signups, leads, and registrations, it populates the platform. From there, you can view, filter, or easily export data. Visme’s integrations let you set up a data flow between platforms.

7. JotForm

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Jotform is an online form builder with an intuitive visual editor, known for making form-building faster than ever.

Pricing: Free plan available, with paid plans starting at $34/month.

Pros

• Intuitive drag-and-drop form builder with a wide variety of templates
• Supports payment processing, conditional logic, and form automation
• Integrates with apps like Salesforce, Google Drive, PayPal, and Dropbox
• Extensive customization options and form analytics
• Option for HIPAA compliance on some plans
• Ability to create no-code mobile apps to collect and share information

Cons

• Plans have limitations on the number of form submissions and file storage
• Advanced features, like HIPAA compliance, custom branding, and larger submission limits require paid plans

The tool has all the standard form-building capabilities, as well as unique fields and tons of integrations. I like that I can play around with their form builder before creating an account. The free plan caps out at five forms, with up to 100 entries per month and 100 MB of file storage.

I find Jotforms’ capacity caps frustrating, but they make up for it with other features good for larger companies. Jotforms has a workflow integration to turn data into action. It integrates with Salesforce, which many competitors don’t.

What I like: Jotform also offers HIPAA compliance, a valuable feature for any healthcare provider. Other useful security features include user access control, SSO integration, and local data residency to keep user data safe.

8. Google Forms

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Google Forms’ unique selling point is that it’s fast, free, and easy to use, with unlimited forms and entries. It’s also built into Google Workspace, so it automatically pulls your data into a Google Sheet for you to analyze.

Pricing: Free with a Google account.

Pros

• Completely free, with no limits on form creation or responses
• Seamlessly integrates with other Google services like Google Sheets
• Simple, intuitive interface with real-time response tracking
• Supports collaborative form building and sharing

Cons

• Limited customization options for branding and design
• Poor data security for sensitive information
• Lacks advanced features like conditional logic and payment processing
• Fewer integrations with external platforms compared to premium form builders

What I like: I like how simple to use this tool is without limits on responses or number of forms.

Google Forms has limited design customizations, so forms created on it look less professional. This form builder tool is best for quick surveys or quizzes, rather than a lead capture form on your website.

Avoid gathering medical or financial information via Google Forms, since it isn’t created to securely store personal information.

9. Typeform

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Even if you didn’t know it came from Typeform, you will likely recognize the tool’s innovative approach of serving up just one question at a time. This approach is mobile-friendly and reduces cognitive load, increasing the chance of completion.

Pricing: Free plan available, with paid plans starting at $25 per month.

Pros

• User-friendly forms with a conversational, one-question-at-a-time format
• Customizable design options
• Integrates with many apps like Google Sheets, Slack, and Zapier
• Supports conditional logic and payment collection

Cons

• Free version is limited in terms of responses and features
• May require a learning curve for users unfamiliar with the conversational format
• Customized branding and advanced analytics are hidden behind higher-tier paid plans

I’ve used Typeform to create simple surveys for my book club and found it easy and fast. It’s easy to outgrow the free version, though, which caps you at just 10 responses a month.

What I like: Typeform has excellent logic and branching features that make it great for customer surveys and user research. If you want to create a form with an engaging and straightforward user experience, this tool is a solid option.

10. Formstack

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Formstack has built a SaaS platform focused on doing one thing well: forms. The tool’s best features include intelligent forms, built-in workflows, and seamless integrations with Amazon S3, Stripe, PayPal, Microsoft, and Salesforce.

Pricing: Plans start at $83 per month.

Pros:

• Versatile form builder with advanced features like conditional logic and calculations
• Strong integrations with CRM, payment, and marketing platforms
• Robust data collection and analytics tools
• HIPAA-compliant forms for healthcare use
• Security features, including compliance with SOC 2, GDPR, and credit card fields
• Designed for accessibility, with Section 508 and WCAG compliance

Cons

• Pricing can be high for smaller businesses or users needing basic features
• Steeper learning curve compared to simpler form builders
• Some users may find the interface less intuitive than competitors

While pricier than other alternatives, Formstack brings robust data security with a SOC 2 certification and HIPAA compliance. Powerful features include signature collection, saving form drafts, and data routing.

What I like: Formstack’s A/B testing tool compares different versions of your form to see which performs better. The tool also offers electronic signatures and payments, and users can save their form drafts and return to finish them.

11. SurveyMonkey

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SurveyMonkey is an online survey platform that lets users create and distribute surveys, collect responses, and analyze data.

It’s popular among businesses, educational institutions, and nonprofits for gathering insights and improving decision-making.

Pricing: Free plan available, with paid plans starting at $25 a month.

Pros:

• User-friendly interface with a wide variety of customizable templates
• Robust survey logic features, including skip logic and branching
• Strong analytics and reporting tools for data analysis
• Integrates with many apps, including CRMs and email marketing platforms

Cons

• Free version has limited features and responses per survey
• Advanced features require a paid subscription
• Design options are less flexible compared to competitors

What I like: SurveyMonkey provides a variety of templates and question types, including multiple-choice, open-ended, and rating-scale questions.

The platform integrates with many other tools, including CRMs, email marketing services, and productivity apps. A question bank and AI features help you to create a survey quickly and confidently.

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I was also impressed with SurveyMonkey’s analytics and reporting. Dashboards visualize your data in real time, and the platform tells you the average completion rate and time to completion.

Your Form Builder Tool Options Are Endless

Most form builders offer all the essentials needed to make a basic form, but not all offer customization, data security, and deeper data analysis. Ultimately, for you, the best form tool depends on your team’s purpose and particular business needs.

I’d like to call out Formstack for enterprise businesses. A little pricier but with lots of design options and security features, I think it’ll meet your needs and provide lots of value.

And I’d highlight HubSpot’s form builder because it offers lots of features and can scale with your business. Startups and small businesses can start with the free plan and move up as your business needs grow.

With the right form, you can collect leads, prompt feedback, and grow your business.

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

I’m all too familiar with that uncomfortable feeling in your stomach when you have to hit send on a resignation letter to your manager.

(I’ve written four over the course of my career.)

I always try to tell myself that millions quit their jobs every month. But as a people-pleaser, I can never seem to shake the nervous energy.

Since it’s very rarely an easy conversation to have, I like to make sure my resignation letter is direct but respectful. Appreciative but intentional. Cordial but professional. You get it.

Here’s how you can use your resignation letter to turn an awkward goodbye into a chance for a long-term professional connection. Or at the very least, a chance to secure a few references for the future.

Table of Contents

• What is a resignation letter?
• How to Write a Professional Resignation Letter
• Resignation Letter Format
• Free Professional Resignation Letter Templates
• Resignation Letter Examples and Samples

What is a resignation letter?

A resignation letter is a formal document that lets your employer know that you are resigning from (or leaving) your position.

It’s the official announcement of your departure from the company with details about your last day and your transition plan.

David Rubie-Todd, co-founder & marketing head at Sticker It notes, “I’d say that the resignation letter should not be an explanation of why you are leaving. It is a notice that you are — nothing more and nothing less.”

I couldn’t agree more. It’s your official statement that you will no longer be performing your duties and will be moving on from the company. We’ll get into what you should and should not include a little later.

There’s only been one instance where I’ve handed in a physical resignation letter to my manager, but it can be submitted either by email or print.

I typically submit my resignation letter during the conversation where I’m giving my two weeks’ notice or immediately after.

The way I see it, your resignation letter should effectively convey two things: your gratitude for the opportunity and your professionalism.

I like to start the resignation process with a face-to-face conversation with my manager. That way, I can keep the actual letter brief and only focus on the relevant details — like the date of my last day and my exit plan.

There are other touch points, like the final 1:1s with your manager or your exit interview with HR, where you can discuss your departure (and the reasons for it) in more detail.

Should you use AI to write a resignation letter?

As a writer, I use AI for very specific purposes — like summarizing information or outlining ideas for inspiration. That said, I believe it’s best to use AI tools like ChatGPT to help you format or finalize your resignation letter.

Here’s an example where I asked ChatGPT to write a simple resignation letter for me.

Granted, I didn’t provide any background details about my role or experience with the company, but this is a pretty good structure to help me get started:

[Date]

Dear [Manager’s Name],

I am writing to inform you of my decision to resign from my position as [Your Position] at [Company Name], effective [Last Working Day, typically two weeks from today’s date].

I have appreciated the opportunities and experiences I’ve had during my time at [Company Name], and I want to thank you and the team for the support and guidance you provided me.

I am committed to ensuring a smooth transition during my remaining time here and will do my best to complete any outstanding tasks or projects.

Thank you.

Sincerely,

[Your Name]

Another one of my favorite ways to use AI is to polish my writing, and HubSpot’s AI paragraph rewriter is so great for this.

You can use it to experiment with different tones and strike the right balance. This is especially handy if you’re leaving a job with a bad taste in your mouth — been there.

Here’s an example:

Original language: I guess I learned a few things from this job, but I need to move on from this toxic environment as soon as possible.

Updated with AI paragraph rewriter: While I’ve gained some valuable insights during my time here, it’s essential for my well-being and professional growth to move on at this time.

Try HubSpot’s AI paragraph rewriter for free.

You can also use it to refresh language from a previous resignation letter or rework an output from ChatGPT to fit your current situation.

Either way, resignation letters are pretty straightforward, so I say use AI to help speed up the writing process.

Resignation Letter Format

I pulled one of my old resignation letters from the archive, so let’s use this to talk about format.

(Removed all the juicy details, sry.)

January 20, 2022

Dear [Manager’s Name],

I’m writing to notify you that I’ll be leaving my role as [My Position] at [Company Name]. My last day will be February 9, 2022.

I want to thank [Company Name] for all of the support and guidance I received during my time here. It has been a pleasure working alongside people who are truly passionate about giving underrepresented communities the resources they need to lead healthier lives. The Healthcare Team here is, without a doubt, one of a kind.

During the next couple of weeks, I’ll work closely with you to make this transition as smooth as possible, and I’ll reach out to [Colleague Name] to notify [Client Name] of my departure.

Wishing the team continued success, and I look forward to staying in touch.

All the best,

Alana Chinn

[LinkedIn Profile URL]

[Email Address]

I’ll break it down further in the next section for easy reference.

1. Date and Greeting

This part is straightforward. List the date you’re submitting your resignation letter so HR has a formal filing date. Then, greet your manager with a simple salutation.

Here’s what I did:

January 20, 2022

Dear [Manager’s Name],

2. Statement of Resignation

The fact that you’re leaving your role at the company is why you’re writing the letter in the first place, so I like to lead with that. State the position you’re resigning from and the date of your last day.

That, folks, is your statement of resignation.

Pro tip: I wouldn’t feel the need to gush here. In fact, I’d avoid openings like this:

“I’m so sorry, but I’m resigning from the role of [Your Position] in two weeks, although it’s been a true pleasure working with you all. I know this is the worst, but I promise, I wouldn’t if I didn’t have to.”

Here’s what I did:

I’m writing to notify you that I’ll be leaving my role as [My Position] at [Company Name]. My last day will be February 9, 2022.

3. Expression of Gratitude

For the body of my resignation letter, I usually include two short paragraphs. The first expresses my gratitude for the opportunity.

Take a moment to reflect on your time at the company. Thank them for the valuable training, the supportive team environment, or even just the work experience.

If you have negative reasons for leaving, try to be as specific and genuine as possible. I’m sure you can find at least one good thing about the job … right?

Here’s what I did:

I want to thank [Company Name] for all of the support and guidance I received during my time here. It has been a pleasure working alongside people who are truly passionate about giving underrepresented communities the resources they need to lead healthier lives. The Healthcare Team here is, without a doubt, one of a kind.

4. Transition Details

Onto the second body paragraph: the one that briefly talks about my transition plan. Here, I note how I’ll help tie up any loose ends and make the transition as seamless as possible on my way out.

Pro tip: I recommend creating a separate transition plan that outlines your projects and tasks with full details on how you’ll hand over your responsibilities.

No need to include that in your resignation letter.

Here’s what I did:

During the next couple of weeks, I’ll work closely with you to make this transition as smooth as possible, and I’ll reach out to [Colleague Name] to notify [Client Name] of my departure.

5. Closing Paragraph

To wrap things up, I usually include a closing paragraph with well wishes and an opening to stay in touch. I’ll add a link to my LinkedIn profile (if we’re not already connected) and my personal email address.

You can add your phone number too, if you feel moved to do so.

Here’s what I did:

Wishing the team continued success, and I look forward to staying in touch.

All the best,

Alana Chinn

[LinkedIn Profile URL]

[Email Address]

1. Future Career Moves

While you can mention where you’re going next, I don’t recommend telling your employer about your new position at length. Keep things professional and focus on setting your existing team up for success before your departure.

2. Distasteful Language

While you may feel the urge to criticize your former job, the resignation letter isn’t the time to air out the dirty laundry.

Trust me, you never know when you might cross paths with your old colleagues in the future — especially if you’re staying in the same industry.

George Cotter, SEO consultant at Tall Marketing says, “If you are leaving because of a conflict or something overtly negative, remember, you‘re resigning — it says all they need to know. You don’t need to tell them again.”

You’re on your way out anyway. Let that speak for itself.

3. Emotional Attachments

It’s not uncommon to form connections with your teammates. I’ve been known to have a work bestie or two. However, save the emotional sentiments for face-to-face conversations.

Your resignation letter is a professional document, so I say stick to the formalities.

4. Criticism of Coworkers

Similar to distasteful language, your resignation letter doesn’t need to include negative comments about your colleagues or managers at the company. The letter is meant to conclude your tenure — stay focused.

5. Anger or Bitterness

The reality is you may be leaving a job with some resentment. I know I have.

But expressing anger or bitterness on your way out is not the way to go.

Daniel Cook, HR/marketing executive at Mullen and Mullen says, “I like to avoid negativity, as this is not the place to air grievances or provide criticism about the company or co-workers.

Even if I am leaving because of negative experiences, a resignation letter should be focused on moving forward — not on past complaints.”

Try to reflect on positive moments and how you gained useful knowledge about the industry rather than airing out the dirty laundry.

For more tips, watch what HubSpotter Jamal Meneide has to say on the topic of resignation letters:

Free Professional Resignation Letter Templates

Let’s face it: We have just about everything at HubSpot, including free resignation letter templates (hooray, we all say in unison). These templates are versatile and super easy to customize based on your role.

Download the templates for free.

Job Resignation Letter Templates

I recognize that certain positions, like healthcare and C-suite roles, merit a more specific letter of resignation when you leave.

While HubSpot’s templates are great for all-purpose use, I’ve included a few templates for some of these more dynamic roles below.

1. Contractor Resignation Letter Template

As a contractor, you may need to adjust the focus of your resignation letter to address your final assignments and how you‘ll be parting ways with your client.

This includes any unfinished tasks and how you’ll accept your last payment.

Try using this template:

[Date]

Dear [Manager’s Name],

I regret to inform you that I will be resigning from my position as the [Department] Freelancer as my contract with [Company Name] expires on April 20, 2022.

I have enjoyed my time here, and I have learned and grown a great deal. I am happy to have been a part of the company, and I would like to thank you for the opportunities I have had.

I am saddened to be moving on from the company, but I am going to be taking on new challenges with [New Company Name]. I hope my experience here has helped the company with its projects, and I am happy to have been a part of the team.

If you have any questions or concerns, please feel free to contact me. I will be available to help you with any final projects.

Sincerely,

[Your Name]

2. Executive Resignation Letter Template

A quick email or two-paragraph notice to your superior might not suffice as an official resignation if you’re in an executive- or senior-level leadership role.

Because these roles are harder to fill, you might play a more significant role in the transition period.

Try using this template:

[Date]

Dear [Manager’s Name],

Please let this letter serve as my resignation as [Your Position] at [Company Name] effective [Last Working Date].

I will cherish the friends I have made and hold onto the many accomplishments that are part of my history with [Company Name]. As we part ways, I’m proud we were able to [List of Major Accomplishments].

I am confident that the board will be able to find an excellent replacement for [Your Position] and continue the company’s well-deserved success.

For all future communications, you can reach me by phone at [Phone Number] or by email at [Email Address].

I wish you and the company the best in the future.

Sincerely,

[Your Name]

3. Teacher Resignation Letter Template

As a teacher, you may want to hold space to discuss your experience working with students and how you will help your temporary or full-time replacement with the transition.

Try using this template:

[Date]

Dear [Manager’s Name],

Please accept this letter as my formal resignation from my position as [Your Position] at [School Name]. To ensure ample time for a smooth transition, my last day of employment will be [Last Working Day].

My experience as an educator has been insightful, challenging, and fulfilling, and working with the [School Name] students has brought me great joy.

Thank you for the opportunity to invest in the lives of children through learning and play. I am grateful to have been part of this team and will carry the many lessons I learned with me into my future endeavors.

Because the continued success and care of the students are of the utmost importance to me, I am dedicated to doing whatever I can to make the transition as seamless as possible. I am happy to train my replacement on our current curriculum and [List of Responsibilities].

I wish all the best for the [School Name] students, teachers, and administration. Thank you again for your support and leadership during my time here.

Sincerely,

[Your Name]

4. Nurse Resignation Letter Template

As a nurse, it’s important to give adequate notice of your departure to ensure there are no healthcare disruptions for your patients.

You can use your resignation letter to thank your employer for the experience and offer training support for your successor.

Try using this template:

[Date]

Dear [Manager’s Name],

I am writing to inform you of my resignation as [Your Position] at [Facility Name], effective two weeks from today. My last day of work will be [Last Working Day].

Working at [Facility Name] has been a rewarding experience. I have enjoyed my time with you and learned a great deal about working successfully with a team.

It was an honor to work with such dedicated staff who are committed to making [Facility Name] a place to receive compassionate care. I thank you for the training and the opportunity to grow with you in my career. I wish all the residents and staff good luck in the future.

If you feel it would be helpful, I would be happy to assist with the hiring and training of my successor over the next two weeks.

Please feel free to contact me if you have any questions. My email address is [Email Address], and my cell phone number is [Phone Number].

Sincerely,

[Your Name]

Resignation Letter Examples

Now that you have a few templates under your belt, I’m going to share some hypothetical (!) examples of resignation letters from my current position as Marketing Blog editor at HubSpot.

That way, you can see some of the blanks filled in with real information.

Short Resignation Letter Examples

Short resignation letters are great for situations where:

• You need to leave a job abruptly for personal (or professional) reasons.
• You don’t want to overshare details about your departure or next steps.
• You’re unhappy with your experience and want to remain professional.
• You haven’t been with the company for very long.

Here are two short resignation letter examples using my role as an inspo:

Example 1:

November 15, 2024

Dear Meg,

I’m writing to inform you that I will be resigning from my position as Marketing Blog Editor at HubSpot on November 30, 2024.

I appreciate the opportunity to grow as a content strategist during my time here. I am committed to working with you and the rest of the Blog team to facilitate a smooth transition before my departure.

Thanks again for the opportunity to be a part of such a fantastic team and HubSpot’s impactful work.

Sincerely,

Alana Chinn

Example 2:

November 15, 2024

Dear Meg,

I’m writing to notify you that I’ll be leaving my role as Marketing Blog Editor at HubSpot. My last day will be November 30, 2024.

I want to thank you, the Blog team, and HubSpot for all of the support and guidance I received during my time here. My goal is to make this transition as smooth as possible over the next couple of weeks.

Wishing the team continued success, and many more well-timed GIFs.

Sincerely,

Alana Chinn

Long Resignation Letter Example

Longer resignation letters work well if:

• You’re leaving on a positive note and want to emphasize that.
• You’ve been with the company for a while and have built close relationships.
• You want to leave things open to work together again in the future.

Here’s an example (again, using my role as an inspo):

November 15, 2024

Dear Meg,

I am writing to formally announce my resignation from my position as Marketing Blog Editor at HubSpot, effective November 30, 2024. This decision has been made after careful consideration and reflection of my professional goals.

I want to express my gratitude to you and the entire Blog team for your support and camaraderie during my time here. Thanks to HubSpot, I’ve had opportunities for growth and learning as a content strategist that I will be able to take with me.

I am committed to ensuring a smooth transition during my last two weeks with the company. I’m willing to assist with the handover of my responsibilities and support any training for the acting editor.

Thank you again for the opportunity to be a part of the HubSpot Blog team. I wish you all nothing but continued success in the future, and I look forward to keeping in touch.

Sincerely,

Alana Chinn

Professional Resignation Letter Samples

Haven’t had enough yet?

I’m a firm believer that you can never have too many examples. So, here are some more resignation letter samples for even more scenarios.

1. Gracious Resignation Letter Sample

For times when you can honestly say you loved your job:

[Date]

Dear Manager,

I would like to inform you that I am resigning from my position as Data Analyst for Company A, effective November 30, 2024.

I appreciate the opportunities for professional development that you have provided me over the past four years. I have enjoyed my tenure at Company A, and feel grateful to have started my career alongside such a dedicated team.

I have accepted a teaching position in Virginia. While my experience at Company A was rewarding, I’m excited to pursue my passion for teaching.

If I can be of any help during this transition, please let me know. I am willing to help out with freelance work until you find a replacement.

Thank you again for the opportunity to work at Company A. I wish you all the best and look forward to staying in touch. You can email me at [email protected].

Sincerely,

Alana Chinn

2. Immediate Resignation Letter Sample

For times when you have to leave your job sooner than anticipated:

[Date]

Dear Manager,

I regret to inform you that I’m resigning from my position as the Data Analyst at Company A, effective immediately.

While my contract requires me to work until December 31, 2024, I would be grateful if I could cease working immediately. I sincerely apologize for any inconvenience this sudden news may cause.

Thank you for the fantastic opportunities you’ve offered me to grow professionally and personally.

Please let me know if there is anything I can do to make the transition smoother.

Sincerely,

Alana Chinn

3. Retirement Resignation Letter Sample

For the time when you’re officially, really, and truly off the clock:

[Date]

Dear Manager,

After much consideration, I have decided to retire from Company A on December 31, 2024.

I have enjoyed working here over the past 10 years, and I am proud of everything our team has accomplished. Though I am sad that this chapter of my life is closing, I am looking forward to traveling and spending more time with my family.

As we prepare for my departure, I am happy to assist with hiring my replacement and anything else that will help make this a smooth transition.

Thank you for all the opportunities and support you have offered me over the years. I wish you all the best.

Sincerely,

Alana Chinn

4. Extended Notice Resignation Letter Sample

For times when you’re able to provide ample time for transition:

[Date]

Dear Manager,

Please accept this letter as notice of my intent to resign from my position as Data Analyst at Company A at the end of this quarter. My last day will be December 31, 2024.

While it is tough to leave this incredible team, I will be moving on to pursue an MFA in Creative Writing at the University of Iowa. It’s always been my dream to write books and I believe that this is the best path for me to achieve that.

Thank you for all the support and guidance you have given me over the last five years. I am deeply grateful for all of the opportunities I have had here.

Since my last day is six weeks from now, I will work toward completing my current projects, along with training and handing off my high-level tasks to other members of the team. Please let me know if there’s anything I can do that may help ease this transition.

Sincerely,

Alana Chinn

5. Personal Reasons Resignation Letter Sample

For times when life throws you a curveball:

[Date]

Dear Manager,

I regret to inform you of my resignation from Company A. Due to personal reasons, I am no longer able to fulfill my duties as Data Analyst. My last day of employment will be November 30, 2024.

It has been wonderful working with you and the team for the past three years. I truly appreciate the opportunities I have been given to develop my skills and grow within my role.

Over the next two weeks, I will work to complete my remaining assignments and hand off my ongoing projects to other team members. I am also happy to assist with anything else you may need during this transition.

Thank you for your guidance and understanding. I will look back on my time here at Company A fondly, and I wish you all the best in the future.

Sincerely,

Alana Chinn

Ready, Set, Resign

“Remember, your resignation letter is part of your professional brand, says Harmanjit Singh, founder & CEO of Website Design Brampton. “It’s like your digital footprint — it lasts longer than you might think.”

My final advice? Don’t let one bad experience keep you from building your professional bridges and keeping your network intact as you start your next adventure.

Best of luck with your graceful goodbye!

Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional.

But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right.

Email marketing, direct mail, events — below the line marketing includes these and similar targeted tactics to convince and convert buyers. What goes into running a successful BTL campaign? And where do you begin?

To help you start, I dug into BTL marketing: the history, its relationship with other marketing tactics, and best practices from experts. Here’s what I found.

Table of Contents

• What is below the line marketing?
• Above the Line vs. Below the Line Marketing
• How to Make Below the Line Marketing Work for You
• Below the Line Marketing Examples
• Below the Line Marketing Best Practices

What is below the line marketing?

Great question! Answering “What is BTL marketing?” is surprisingly tough.

First, let’s look at history. Below the line marketing got its start in the 1950s.

Manufacturing giant Procter & Gamble wanted to separate advertising activities based on who got paid for them. “Traditional” advertising costs (aka, TV, radio, OOH) payable to ad agencies made it above the line on the company’s draft budget. Everything else fell below the line.

In modern marketing parlance, I’d say below the line marketing is a spiritual cousin to demand generation. However, BTL marketing in practice feels more like a subset of demand gen — enabling demand gen’s strategy through tactical details and execution. BTL campaigns often run on shorter operational timelines.

The results BTL generates focus more heavily on responses and conversions instead of demand gen’s longer-term customer acquisition and nurture goals.

For our purposes, BTL marketing tactics will include:

• Direct mail
• Email marketing
• Trade shows and events
• Location-specific promotions
• Targeted online outreach

While traditional BTL marketing relies on a physical component, the internet’s reach is inescapable. So long as it’s highly targeted, personalized, and time-bound, you could make a case to include physical and digital marketing tactics.

Above the Line vs. Below the Line Marketing

Speaking of the internet, digital marketing has blurred the lines between above the line (ATL) and BTL marketing. Yet, whether it happens in cyberspace or physical space, we need distinction between both operations. For our discussion, let’s say:

• ATL marketing involves broad campaigns aimed at wide audiences.
• BTL marketing involves targeted campaigns aimed at specific segments of your target audience.

The elements of targeting and personalization make the difference. Instead of billboards nationwide, it’s mailers sent to a dozen neighborhoods. BTL brings a clear focus to connecting with an audience subgroup and convincing them to buy.

This targeting shrinks a campaign’s size and scale, so BTL actions typically cost less than their ATL counterparts.

What do ATL and BTL marketing look like in practice?

To answer this question, I went to Sara Croft. Croft is the CEO of Five Four Partners, a growth agency that helps companies launch and scale. Many of her early-stage startup clients use below the line marketing tactics.

She positions the ATL/BTL divide with her clients like this: “Let’s take a LinkedIn ad campaign example,” Croft said. “A generic, broad message about your product that’s targeted to a very wide audience and sends people to your home page could get a lot of eyeballs and maybe some clicks, but likely won’t result in a conversion. For an early-stage company, this wastes time. While brand building is important, startups need customers — now.

“For targeted BTL marketing, an early-stage startup could consider running LinkedIn ads for a webinar,” she continued. “It’s a lower barrier to entry for the audience to sign up to attend a webinar versus signing up for a demo of a potentially six-figure product purchase. The webinar educates the audience further and helps qualify and disqualify prospects. The results are tangible, measurable, and actionable.”

A strong marketing strategy requires both ATL and BTL actions, but it’s vital to know when to apply each:

• ATL marketing is great for companies wanting to increase brand awareness and reach. If your metrics are more top-of-funnel-focused, you’ll do well with ATL tactics.
• BTL marketing is for specific audiences and supports bottom-of-funnel-related metrics. If your goal is to convince and convert, BTL is the way to go.

Or, as Croft puts it, “ATL marketing makes the prospect aware of a pain and its solution, but BTL marketing helps them know what to do about it.”

How to Make Below the Line Marketing Work for You

Whether you’re running marketing for an early-stage startup or a multibillion-dollar conglomerate, BTL marketing can offer many opportunities to convert your target audience. But it can be daunting to start.

When I build BTL marketing plans, I find it helps to adopt journalism’s Five Ws (Plus H):

• Who?
• What?
• Where?
• When?
• Why?
• How?

With these questions in mind, let’s see how you can build and execute your plan. For our purposes, I’ll also share details from BTL donor relations campaigns I’ve run to tie these concepts to concrete outcomes.

1. Define your target segments.

Who are you talking to? Because of BTL’s tighter targeting, you need to get detailed with your target segments. The more information you have on your potential buyers, the better.

In past campaigns, I’ve built donor outreach lists based on demographic and psychographic data gathered through various sources:

• Age
• Location
• Disposable income
• Engagement with other content
• Previous interest (e.g., volunteered at an organizational event, visited a physical location)
• Previous giving data (if available)

These data points helped me build the vision for my ideal buyer.

2. Customize and personalize messaging.

Once you know who you’re talking to, you must understand why you’re reaching out and what you want them to know. I’ve seen marketing teams run with generic copy from other campaigns and call it a day. That’s a surefire way to waste your and your buyers’ time and resources.

Through market research and past interactions, you can build a nuanced understanding of your messaging. What clicks with prospects? What makes people’s eyes light up in interest? What scares them away?

At this stage, practice articulating your messaging with draft copy. I find it helpful to lay out an internal brief containing:

• Core messaging
• 3-5 key points I want buyers to remember
• Purpose statement (Why am I reaching out to you?)
• 30-second elevator pitch copy (What am I trying to say?)
• Draft copy for short-form and long-form content

Great writing comes from great thinking. Use this internal brief model to organize your thoughts and state your case.

3. Pick the right channels.

You’ve chosen your segments and crafted a compelling message. Now, where will you find your buyers? When will you reach out? And how will you do it?

BTL marketing campaigns survive on nitty-gritty details. From your research and experience, you should know where your buyers spend their time.

Coupled with clear messaging, you can choose the right delivery channels:

• Direct mail
• Email marketing
• In-person experiences

My donor base loved receiving letters in the mail. They tended to be older and were more apt to respond and convert by mailing back a check instead of completing a digital donation form.

So, my organization would send a letter every two months to over 1,200 donors or prospects. The copy would be ghostwritten as a board member, program manager, or even program beneficiary. We’d tell donors about their gift’s impact and invite them to renew or upgrade.

While we offered multiple engagement channels (e.g., “Find us on Facebook” or an online donation link), that letter converted and upgraded more donors than any other tactic.

Pro tip: I wouldn’t use generative AI to write full drafts. But, AI tools can help you include personalized information from your CRM to humanize copy.

For instance, calling out a donor’s last volunteer interaction at the annual holiday festival helps you connect more meaningfully. AI can scale those small insertions across hundreds or thousands of letters.

I knew my donor base inside and out, which helped me run successful BTL campaigns. With all these pieces in place, you can start running your campaign.

4. Measure and analyze results.

As you execute your plan, check your progress often. Pay close attention to how your BTL campaign fits within your overall marketing strategy’s goals. Know which metrics matter to your organization, and use those metrics to track your campaign’s outcomes.

For instance, my donor management role’s goals included:

1. Establishing new giving relationships with prospects.
2. Reactivating lapsed givers.
3. Upgrading gift amounts for current donors.

Every letter in my direct mail campaign focused on meeting one of these goals. I’d then check the response and conversion rate on those letters to learn what worked, what didn’t, and how I could improve for the next batch.

Remember to gather quantitative and qualitative data, too. Post-action surveys can deliver extra intel on your audience and core messaging. Prospects might not respond to your initial BTL action.

But, offer them a chance to win a $500 gift card if they complete a survey telling you what you did wrong? That’ll start conversations.

5. Tinker and retry.

You won’t always get it right the first time. In fact, it’ll probably take around eight touchpoints to move a prospect. Use your data to tinker with previous stages and try again.

Like any good scientific experiment, don’t alter too many dependent variables at once. You want to track what you’ve changed so you can replicate winning outcomes. Try altering one segmentation criterion (e.g., shift the age group) or channel choice, and rerun your experiment.

Croft relayed that this is one of BTL’s greatest benefits. “BTL marketing helps you identify what to scale,” she said. “When you start with more targeted marketing, you can better understand the campaign’s ROI.”

Below the Line Marketing Examples

You can spot BTL marketing throughout your daily life. Let’s focus on two examples from my life — and how these companies converted me.

Example 1: Email Marketing to My Canine Friend

Email is a popular channel that is overwhelming users. These days, your buyers probably never open your email: 79% of consumers delete branded emails at least half of the time.

And even when they open it, consumers spend an average of nine seconds before deciding to buy or trash it.

Your email should inform, engage, and convert in nine seconds. That’s a tall order for any marketing team.

BarkBox did that to me. I have a dog, and she’s classified as a “Super Chewer.” She loves gnawing on tasty treats and tough toys. BarkBox knows this and sends me highly targeted, personalized emails.

They put my dog’s name in the title and waste no time in presenting the offer. The email contains their Super Chewer lineup for the holiday box, so I know exactly what I’m getting. And BarkBox offers a clear CTA to convert me in seconds. Guess who will chew on their Rudolph-themed toy this holiday season?

Pro tip: If you’re struggling to use email successfully, our comprehensive email marketing guide can help you begin.

Example 2: Direct Mail Gift Boxes to Upgrade My Subscription

Receiving a physical item still means something to people. Research from gifting platform Sendoso found that 83% of recipients feel closer to a company after receiving a physical gift.

But that gift has to mean something: Business.com research found that 54% of professionals have received a gift so bad that they immediately threw it away.

You need to know exactly what your buyer wants and reinforce that sentiment with your gift selection.

For instance, I’ve been using and evangelizing an AI presentation generation tool called Gamma for over a year. As a reward for my support and advocacy, they asked me my shirt size and sent me a swag box.

Inside, I received a properly-sized branded hoodie, a water bottle, and a personalized note. Gamma sent me useful, meaningful items. While this box celebrated our relationship, it also nudged me toward upgrading my subscription.

I did exactly that. And I’ve been more apt to share the tool with my marketing friends.

There’s a higher upfront cost to this tactic — and a higher cost for failure if you don’t know your audience. But in the right hands and with the right people, direct mail can deliver big conversion numbers.

Below the Line Marketing Best Practices

We’ve covered a lot about BTL marketing so far, but before you begin your next campaign, let’s review a few final (yet vital) best practices.

Do your research.

Successful BTL marketing means knowing your target audience intimately. There’s no shortcut to this process. Your goal should be to reach the right people, in the right place, at the right time, with the right message.

Audience research helps you achieve that objective. Deep research lets you segment an audience across several axes:

• Demographics like age, gender, and income.
• Purchase intent like people searching for “best college laptop to buy.”
• Lifestyle, including attitudes, opinions, and interests.

A vast amount of quantitative and qualitative data is at your disposal to help you segment appropriately. Explore target audience research tools and techniques to get the good stuff.

Secure relevant permissions.

BTL marketing is exciting, but pause to consider any legal and ethical implications. Did your direct mail recipient consent to a gift box? Are you following CAN-SPAM regulations with your targeted email outreach?

Because BTL tactics typically need personal data, review your data security and privacy requirements before launching campaigns. Tell people how you plan to use their data and what value exchange they can expect. It pays to be upfront about your intentions and let people opt out easily.

You can even turn permission gathering into a touchpoint. For example, let gift box recipients pick the swag they actually want. You gather their consent while letting them take part. Plus, they’ll be extra excited when their hand-chosen package arrives.

Integrate BTL into your overall marketing strategy.

This tip might seem self-explanatory. But I’ve seen teams try to execute BTL tactics without understanding how other marketing actions and ATL tactics affect their audiences’ brand perception and intent.

For example, you can build an incredible booth experience at your industry’s largest trade show. But if nobody knows you’re there or what to expect (i.e., content you share in an above the line press release and media outreach campaign), you’ll miss out on significant foot traffic and coverage.

Effective BTL actions require you to understand marketing’s influence across your organization. Marketing and communications, sales, customer success — engage anyone involved in achieving marketing’s strategic outcomes.

Also, plan comprehensively to ensure everyone agrees and is tracking the same outcomes. For instance, use HubSpot’s email marketing planning template to help you plan, calendar, and optimize your BTL email marketing campaign. Share this document with all stakeholders to keep everyone on track.

BTL Marketing Matters More in Busy Digital Worlds

My review of BTL marketing left me thinking we need more marketing like it. Generalized brand building has a vital place in our marketing toolkits.

I don’t think we’ll have a world where you’ll never run ads or buy billboard space.

But, amid the noise around scaling marketing and deploying AI and similar technologies, there’s something refreshing about true personalization. About something meant for me.

That’s why I opened those ten percent of emails with:

• Offers tailored to my needs.
• Simple and clear calls-to-action.
• Delivery at the right place and time.

In a busier world, help your customers feel seen and heard. BTL marketing done well can help you deliver on that feeling while also driving stronger marketing outcomes.