Blog

Welcome to The Creative, a series that gives content creators actionable advice from professionals in the creator economy. Read The Creative to learn how to grow your platform, improve your content, and stay ahead in the ever-shifting creator landscape. 

Artificial intelligence is a bit of a controversial topic in the world of content creation. In an industry that prides itself on creativity and a do-it-yourself approach, many wonder if AI has a place in the creator economy.

As a content creator myself, I’d say the answer is “Yes,” with moderation.

There are many benefits to using AI as a content creator, and many creators are already doing so. If you‘re wondering how AI works for content creators and want to start using the tool yourself, you’ve come to the right blog. Let’s get into it.

Benefits of Using AI for Content Creation

How to Use AI as a Content Creator

How to Use AI for Blog Content

How to Use AI for Video Content

How to Use AI for Your Podcast

Benefits of Using AI for Content Creation

Saves Time and Boosts Efficiency

As I said, there are many benefits to using AI as a content creator. Arguably, the biggest and most obvious benefit is that it saves time.

A while ago, I spoke with content creator and public information officer Bethany Anderson, who uses AI tools like ChatGPT to streamline the writing tasks of her job.

“There was this one week a couple of months ago when I had so many deadlines, so many social media calendars due, so many blogs due, and so many bios due — I was drowning,” she told me.

So, she gave ChatGPT a try and wound up completing days of work in just a few hours.

“We’re talking about days of your life that you get back,” she said. “And, to me, time is valuable. It’s more valuable than money.”

I also experimented with using AI to create a TikTok marketing video and was surprised by the results. From ideation to script writing to execution, the whole process took about 10 minutes when it would have taken me a bit longer without AI.

Podcaster Blaine Blous uses an AI conversion tool he and his colleague, Ramon Berrios, created called Castmagic to transcribe his content and pull important information to be repurposed in other content, such as blog posts and summaries.

“We use it to automate 90% of the legwork in transcribing and mining valuable information from long-form dialogues,” he says. “It saves a bunch of time, keeps our content organized, and lets us turn our content catalog into an evergreen source from which to create content.”

Bethany, Blaine, and I aren’t the only creators who save time using AI.

According to HubSpot’s State of AI report, 95% of professionals using AI say it helps them spend less time on manual tasks, and 88% say it allows them to allot more time to the most important parts of their role.

Helps Ideate

Obviously, the key to being a content creator is to be creative, but even the most creative people need a little guidance from time to time. That’s where AI comes in. I’ve used generative AI tools to generate ideas for blog posts or videos.

I do this by asking the tool to generate headlines based on general topics. For example, when I tried writing a blog post using ChatGPT, I asked the AI tool to generate blog topics pertaining to cats.

ChatGPT responded by generating 15 blog ideas, one of which I ended up using for a draft.

The ideation process was easy and only took a few seconds, so it’s no surprise that 33% of generative AI users rely on AI to produce ideas or inspiration for their content.

Improve Content Quality

As a blogger, I write a lot. I’m pretty sure I’ve written hundreds of posts for HubSpot over the years I’ve been here. And, as much as I have to write, I also have to edit to ensure the content I write is perfect for your reading pleasure.

I use tools like Grammarly, which uses AI to sift through my words and pinpoint any spelling or grammar mistakes to save time. Grammarly also suggests improving my sentence structure to make my content more readable.

Many creators like myself use AI to improve the quality of their content. In fact, that’s what 50% of professionals use AI for.

How to Use AI as a Content Creator

Practice Good Ethics.

Before you incorporate AI into your content creation strategy, you must make a commitment to yourself and your brand to be ethical about how you use AI.

This means being transparent with your audience about using AI and using it as an assistive tool rather than a “get-out-of-creating-free” card.

“It’s important to not fully automate everything away and make sure your content remains human and authentic,” says Bolus.

He explains, “Let AI handle the legwork of information processing and rough drafting to match your tone, style, and format, but make sure to put on the final edits and make the necessary adjustments so the content itself does not lose your authenticity.”

Another way to ensure the ethical use of AI is to fact-check your work. AI can be efficient and time-saving, but it can still be wrong.

If you’re using AI to generate written content or share information, make sure everything is correct, factual, and up to date.

With that all said, let’s get into how you can use AI depending on the type of content you are creating.

How to Use AI for Blog Content

As a blogger, I don‘t really use AI much when writing content. And if you read about the time I tried using AI to write a blog, then you know it’s because I find it tedious, and I’m too used to working without it.

However, my colleague, Caroline Forsey, recently explained how some HubSpot bloggers use AI to create blog content ethically.

Here’s how some of us use it and how you can, too.

Brainstorm Ideas

Sometimes, you’ll know a topic is buzzy enough to pursue for a blog post, but you may not know how to make it work. Fortunately, you can use generative AI to get you started.

“I’ve been reading a lot about how live shopping is going to become the new ‘norm’ in retail, and I knew there could be an interesting angle to write,” Forsey said. “But I couldn’t fully flesh one out.”

So, she used ChatSpot, HubSpot’s AI-powered chatbot, to brainstorm some ideas.

She asked ChatSpot, “Please provide me with seven blog post ideas based on the concept of live shopping becoming the status quo for the retail industry.”

Below is a screenshot of what ChatSpot generated.

“From there, I can workshop by myself or with a colleague to formulate the final topic,” Forsey explains. “But in this case, ChatSpot didn’t just save me time — it also introduced a new perspective and more creative, interesting ideas that I hadn’t previously considered.”

If you find yourself struggling to come up with an angle or topic for a blog post or article, use generative AI tools like ChatSpot as colleagues you can defer to for inspiration.

Pro-Tip: Always conduct your own follow-up research on topics suggested by AI tools to ensure accuracy and avoid any bias.

Outline

When I tried to use ChatGPT to create a blog post, I found that generative AI is an excellent tool for generating outlines that writers can refine into high-quality, engaging blog posts.

For example, I asked ChatGPT to create an outline based on a headline the chatbot suggested to me, “The Economics of Cat Care: How Much Does It Cost to Raise a Cat?”

I instructed ChatGPT to include headings and subheadings, and it generated an outline close to my writing style.

Below is a screenshot of the outline it generated:

So, if you’re a content writer like me, you could save time on outlines by leaving them to ChatGPT. Remember, this outline can serve as the foundation of your content, but you still need to refine it with your research and voice.

Quick meta descriptions and summaries

We’ve all been there are blog writers. You just poured your heart and soul into a blog post and now you need to use that last bit of creative energy to type in a meta description and summary to help with SEO.

You could stare at the blank text box and wonder how you can possibly summarize your greatest work thus far in one punchy sentence, or you could leave that to AI.

AI tools like ChatSpot can suggest meta descriptions and summaries for you in seconds. Take a look at the meta descriptions ChatSpot suggested below for a post about email marketing trends.

Pro-Tip: Consider revising suggestions like these to better suit your writing style and to add a human touch.

How to Use AI for Video Content

Here are a few ways you can use AI for video content.

Captions and Subtitles

Captions and subtitles are crucial for making video content accessible to many people.

Back in college, I interned with PBS, and one of my duties was writing the closed captions for some of the programs airing. It was tedious at the time, but now AI tools can generate captions way quicker than a doe-eyed college intern.

AI tools like Veed.io allow users to upload their videos to be captioned in sections. I tried it out by uploading a blooper from a video I was filming for YouTube. Here is a screenshot of the results.

The video I uploaded is on the right, and the subtitles Veed.io generated are on the left. And I have to admit, the captions are pretty accurate.

So if you create videos and want to save time captioning or subtitling them, look into some AI tools to get the job done.

Pro Tip: Always double-check AI-generated captions to ensure the tool didn’t misinterpret your content and generate incorrect words.

Video Treatments

I spoke to photographer and filmmaker Mateo Toro, a while ago, who uses AI to streamline his video treatment process.

A video treatment is a way to convey a project’s concept or story. Many video treatments involve the use of images and visual media found online or in previous works.

“Video treatments take time. You have to scrub through the video, take screenshots, and edit for the video treatment,” Toro explained.

Toro says the task could easily take an hour or so to complete, so he uses Kive.ai to expedite the process.

“Kive.ai just makes it much easier for me to find the video with a style or tone I’m looking to emulate,” he says.

With Kive.ai, creators can paste the link of a video into the system, and Kive.ai will extract frames from the video as screenshots to import into a board. Toro says the process can save him hours of time.

How to Use AI for Your Podcast

As I mentioned earlier, tools like Castmagic are available to help record, transcribe, and mine out important quotes and information that can be repurposed for other types of content.

“That transcript and context can then be used by AI to draft content that’s crucial to our creative workflow, like show notes, email drafts, summaries, newsletters, blog articles, and any other written asset that depends on understanding the information inside our media files,” says Bolus.

To start using AI in your content creation process, think about parts of the process that are tedious, time-consuming, and could be automated.

Then refer to this blog for some of the tools I mentioned or dabble in other AI tools to see if/how they streamline your workflow.

Just remember to be ethical and transparent about your AI usage, and always apply a human touch by making your own adjustments or conducting additional research.

Good luck!

 

When rumors started swirling about Twitter changing its name to X, I couldn’t believe it at first. But then, in July 2023, as I searched for my favorite blue icon on the phone, I found a black icon instead. It had actually happened!

Elon Musk had indeed decided to rebrand this popular platform, choosing to dismantle something iconic. Something that has existed for 18 years.

Some people say it‘s his ego; others think it’s a marketing move, seeking more attention. Whatever the reason, I was disappointed like many other users.

Twitter had its own vibe, and I expected something big and better with the new name and logo. Some changes did happen, but there weren’t many improvements for regular users.

Curious about the impact, I researched and spoke with marketers to understand how these changes affected them.

Let’s see what I found out.

Big Shifts in the X-sphere (Formerly Twittersphere)

It’s been over seven months since Twitter became X, and yet we still refer to it as Twitter.

We‘ll keep retweeting and never reposting, won’t we?

Breaking that habit is tough, and it’ll take some time for us to fully accept this change. Obviously, the name change was the first and most significant alteration.

So, here are all the changes the platform made in 2023.

Rebranding — New Name, New Logo

In July 2023, Twitter officially became X.

Elon Musk announced the change on his profile, and people went crazy in the comments:

Musk, also known for founding PayPal as X.com in 1999, legally changed Twitter’s domain to x.com.

The rebranding reflects Musk’s ambition to create an “everything app” like WeChat. This type of app combines messaging, social networking, e-commerce, delivery services, and online banking.

Musk explained that the old Twitter name didn’t fit the platform’s expanded capabilities, so the change was necessary.

Analysts and experts shared their views about this with TIME magazine:

• Jasmine Enberg from Insider Intelligence believes Twitter’s brand is closely connected to Musk’s personal brand.
• Allen Adamson from Metaforce criticized the move, calling it an “ego decision” that could lead to quick business decline.
• White from Vanderbilt mentioned the difficulty of building trust with a new name, especially for payments.

But, were these concerns valid or just hot air?

Twitter’s revenue in 2023 was $3.4 billion, marking a 22% decrease from the previous year.

This data suggests that the rebranding move indeed had a negative impact.

Image Source

Moreover, Twitter’s financial health took a hit in 2023 due to a nearly 50% decline in advertising revenue and significant debt.

Here is the source confirming the information stated above.

The comments below this post were a mixed bag. Some users backed Elon Musk and were willing to pay more for a subscription because they believed in the platform.

However, others poked fun at him, calling the move poor and unprofessional.

No Login, No Use

June 2023 was a month of the biggest Twitter shifts, so users got another surprise—they couldn’t see tweets or profiles without logging in.

Elon Musk was concerned about how AI companies, such as OpenAI, were using Twitter’s data.

For instance, check this:

Image Source

So, he made it tougher for non-logged-in users to get in.

Some believed this move aimed to attract more users for ads, but it faced criticism for making Twitter less user-friendly and disrupting research that relied on Twitter data.

Another reason for this decision is that Twitter’s research from 2015 showed that over 500,000 users were using Twitter without logging in. At the time, there were about 300 million monthly active users.

Now, with even more than 500,000 logged-in users, just imagine how many extra users are browsing without logging in today. We’re likely talking about millions, at least.

Image Source

Musk also shut down third-party apps and made it impossible for developers to use Twitter’s tools.

Fortunately, this change was temporary.

Now, X lets people browse without logging in again. However, you’re not able to see any of the replies or additional posts in a thread.

More Words, More Fluff

Just a few months after bumping up the character limit to 10,000 (April 2023), another update arrived in June for Twitter Blue users — they could now post tweets up to 25,000 characters long.

Earlier in the same year, there had been an increase from 280 to 4,000 characters.

Image Source

However, each of these changes caused Twitter to crash for many users worldwide.

Reading longer tweets on the website or app was difficult at first, with poor structure and readability issues. However, this problem has improved over time.

My take on this: I have mixed feelings, to be honest. On the one hand, I’m glad that I can finally read the whole text without loading threads.

On the other hand, Twitter no longer has its charm where people have to express thoughts, statements, and information in the most concise way possible. Now, we have a lot of fluff and overly long posts (like on LinkedIn and Facebook). I miss the original allure of Twitter — say more with less.

Global Expansion & New Subscription Plans

In March 2023, Twitter Blue went global, spreading its subscription wings to over 20 European countries (Slovenia, Slovakia, Lithuania, Sweden, Latvia, Hungary, Poland, Ireland, Greece, Luxembourg, Finland, Denmark, Estonia, Bulgaria, Malta, Belgium, Croatia, Czech Republic, Austria, Cyprus, and the Netherlands).

Before that, it was US-only.

Priced at $8 a month or 8 euros, it offered perks like the blue checkmark, tweet editing, NFT Profile Pictures, and longer tweets. The coolest new feature was definitely hour-long video posts. Users also got two-factor authentication via SMS, which used to be free for everyone.

Then, in October 2023, X rolled out new subscription options.

Image Source

There’s now a $16 per month “Premium+” tier that’s ad-free and a $3 per month “Basic” tier without a verified checkmark or some creator tools. Premium+ enhances reply visibility and grants full access to creator tools. The Basic tier, similar to the $8 Premium one, has fewer ads but lacks the verified checkmark.

But how many users actually want to pay for any of these plans?

Here are the results, according to our recent study:

• 22% considering X Premium.
• 41% staying free users.
• 31% not using X.
• 6% unsure about premium.

X hopes these changes will boost revenue amidst user and advertiser concerns.

News Headlines — Gone and Back Again

In August 2023, X announced removing headlines from news articles.

Yes, Musk had already downgraded posts with external links to keep users on the platform, but removing headlines seemed so random and nonsense.

He said it simply looked better and kept arguing with users who disagreed.

By October, the change was made, and headlines disappeared. Users did not like this change. They found it impractical, confusing, and just plain nonsense. Look at the example below — it’s clear why people didn’t like such a format. A single image with no context just doesn’t cut it.

Image Source

Surprisingly, Musk actually took users’ criticism into account this time and brought back the good stuff.

Hence, headlines made their comeback in January 2024. Now, they appear at the bottom of images, not the top.

Verification Chaos

Changes to Twitter’s verification system have stirred up quite a storm, too.

Initially meant to verify notable users and tackle misinformation, the blue checkmark became more of a status symbol over time.

But Musk’s decision to scrap the old system and let anyone with Twitter Blue get verified caused chaos. It blurred trust on the platform and confused users.

Even though X tried to fix it by automatically verifying big accounts, the mess persisted.

Then, on April 20, 2023, X wiped out legacy verified badges from Twitter.

This move, aimed at simplifying verification, sparked jokes and memes among users.

Daily Tweet Limits

On July 1, 2023, Elon Musk changed the rules on X again.

The company limited the number of tweets we can read per day. Verified users used to get 6,000 posts, unverified got 600, and new unverified accounts had 300.

Musk stated that the changes aim to tackle “extreme levels of data scraping & system manipulation.“

Those numbers increased the SAME day after people got mad in the comments.

So, at this point, verified accounts can see up to 10,000 tweets, unverified ones get 1,000, and new unverified accounts have 500 to look at.

Monetization — Pay-to-Play

Back in February 2023, Musk announced a plan for X — creators to earn from their posts.

In July, the program launched, but there’s a twist — to cash in, users must subscribe to X Premium (ex Twitter Blue).

The worst catch? Only interactions from other X Premium subscribers count. Many subscribers are right-wing, Musk fans, or meme accounts sharing stolen content.

As a result, initial payouts mainly went to them, setting unrealistic expectations.

Now, feeds are full of their content chasing the dollar, sharing stolen viral content and low-quality posts.

The best thing about this whole monetization mess is the hilarious memes again:

Image Source

With lots of talk about the monetization program and inaccuracies on X, Musk made a post in October 2023.

He announced a new rule for creators: If Community Notes corrects a tweet, the user won’t get paid for it. This change aims to prioritize accuracy over sensationalism on the platform.

Will it work?

Who knows, but at least there’s hope for better content on X.

How Marketers Can Still Win on X (+ Data and Expert Tips)

Now, let’s see how marketers manage through these shifts.

I interviewed some of them and put together the best tips on how to win X under Elon Musk.

1. Optimize your post length to keep users on your profile.

When you’re tweeting (I guess I’ll forever use this word), understanding character limits is key. Originally, tweets were 140 characters, but now it’s 280 for standard users.

Most characters count as one, but some count as more — emojis, for instance.

But, if you’re a premium user, you have a chance to write more.

So, what’s the sweet spot? Should you really write a wall of text and the whole article on X? Will this be a top or flop post? Well, it depends. But, according to so many negative comments about this character count increase, people obviously don’t prefer long-form posts on X.

I talked to Andrea Bosoni from Zero to Marketing, and he says that growing on X has become similar to TikTok. You need to get a lot of views, or no one sees your stuff at all.

“What most marketers don’t realize is that one of the most important factors the algorithm rewards right now is how much time users spend on a post. So, longer posts with more than 280 characters can work really well if they’re interesting enough to make people click on the read more button,” Bosoni says.

At the same time, Bosoni continues, “users don’t want to see a wall of text, so if your post is too long, they’ll just bounce back without reading it.”

Bosoni found a sweet spot in the 50-100 word range. “This length tends to get a good number of comments,” Bosoni says.

Here are some of Bosoni’s posts that prove his points:

2. Try live streaming to reach people who prefer another type of content.

Live video on X is another powerful way to engage your audience. Here’s why it’s worth trying:

• 20% of US adults aged 18-34 watch live-stream videos multiple times a day.
• In Q3 2023, live video was the third most-watched online content, with 27% of viewers tuning in.
• Cable companies are losing subscribers, while streaming services are booming, reaching $30.3 billion in 2022.

3. Tweak your DM approach.

X is full of scammers, fake opportunities, and people trying to sell everything under the sun. But if you can grab someone’s attention with the first sentence in a DM, you’ve got a winning ticket.

Thus, Cleartail Marketing found great success with X’s direct messaging feature for personalized outreach. Magee Clegg, the CEO, shares more on the strategy:

“By combining this with detailed keyword research and precise audience segmentation, we managed to increase a technology client’s lead generation by 35%,” Clegg says.

Clegg notes that her team made conversational, non-salesy connections with prospects related to ongoing X chats. They then “used these as soft entry points for relationship-building that led to more informed and warm sales calls,” according to Clegg.

Here’s what I suggest for the best DM outreach on X:

1. Personalize your outreach to increase your chances of getting a response. And no, personalization isn’t just about adding someone’s name at the beginning of the message. Show you’ve read their post and understand their problem and pain points before offering anything. Start with casual conversation.

Hint: I always start conversations with, well … truth. Either I refer to their posts or comments that have evoked certain emotions or curiosity or explain why I want to connect. It works 80% of the time.

2. Don’t be afraid to follow up. It’s easy to miss messages in the DM inbox, so send a follow-up message after 2-3-4 days.

3. Social media users expect fast replies. If you get a reply from someone, make sure to respond promptly to increase the chances of ongoing communication and potential partnership (or whatever your goal may be). Turn on notifications to stay updated on messages.

Also, here are the latest updates you need to know about X’s direct messages:

• You’re limited to sending 500 Direct Messages per day. Once you reach this limit, you’ll have to wait until the next day to send more.
• If you’re messaging accounts that don’t follow you, you may need to verify your phone number.
• Sending the same message or link to multiple accounts can be seen as spam. If reported, you won’t be able to send messages for a short period. Wait at least 30 minutes before trying again.

4. Use advanced search features to monitor emerging trends and topics in your niche and convert commenters into customers

X’s advanced search feature lets you fine-tune your results for specific date ranges, people, and phrases. For instance, you can search for something like “best hiking trails,” “local yoga classes,” or “best SEO course.”

Here, let’s learn how Matthew Montez, Founder of The MBC Group, uses X’s advanced search and Twitter Lists to increase footfall for a coffee shop chain.

MBC tested a campaign for a regional coffee shop chain that focused on engaging with users who tweeted about coffee within a certain radius of their stores. The team used geotags to pinpoint potential customers and employed snappy, personalized replies with incentives to visit their nearest location.

This approach not only increased foot traffic by 15% over a period of three months but also significantly boosted the chain’s Twitter engagement metrics, demonstrating the power of localized and responsive social media tactics.

Here’s how to use advanced search:

1. Log in to X.com and access advanced search.

2. Enter your search query.

3. Click Advanced search or More options > Advanced search on the results page.

4. Refine your search by words, people, places, and dates.

5. Combine fields for better results.

5. Build community and connect on X to create a thriving following.

Just like anywhere else online, you need to build a community on X to survive.

David Miles, CEO at PPC Machine, recommends that marketers engage with their followers and others in their industry by liking and replying to their tweets. Team should recognize and amplify their voices. Beyond that, he recommends hosting chats or AMAs to foster discussion.

“A strong, active community will boost your reach and credibility. Also, amplify influencers’ content, give them a shoutout, or ask them questions to start a conversation. If the relationship develops, explore co-creating content or hosting an event together,” Miles says.

Moreover, Miles recommends joining X communities to connect with like-minded users or creating your own group.

Communities offer a sense of belonging and support and make more people recognize and fall in love with your brand.

X communities update: In October 2023, X adopted a Facebook Group-style member vetting feature to improve its Communities. So, now, you can ask members to answer a question and agree to your group rules before joining.

6. Participate in X Spaces to build communities.

X Spaces is a feature where you can have live audio conversations, connect with others, and share ideas in real time. It’s similar to podcasts, but you don’t have to be a guest to participate actively — simply join, listen, and speak.

If it’s your Space, others can request to speak, and you can approve or decline it.

Image Source

X Spaces update: Very soon, X Spaces will have a video feature. Users will be able to turn their cameras on or off during the broadcast.

Image Source

Posting Through Uncertainty

We all feel uncertain on the platform now, expecting new surprises (or shocks) every day. It seems that’s Musk’s way of leading X — keeping us on our toes.

But despite all the uncertainty and changes, X still has great potential for both personal and business use. There are plenty of opportunities to stay informed and connect with the right audience.

And that made X the talk of the town.

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

If you want to double your sales, you need to double your email list. Your list is a direct line of contact to reach the people who are interested in what you have to offer and an asset that you own and control.

Serving an engaged email list, no matter the size, is a tried and tested game changer for business growth, launching new offers, and ensuring your content is seen by the audience it’s made for! Over a decade ago I stopped solely focusing on the vanity metrics of social media and dove into growing and serving my email list. It’s my #1 profit driver and, therefore, my #1 priority in my business — and it’s time for you to do the same.

Through the years, I have learned a few simple ways that help me keep my list growing consistently without having to put in a ton of time or effort. Serving an email list can be wildly effective without being complicated. Your email list can become a well-oiled machine that serves and sells your offers, doing the heavy lifting for you.

While the following advice is for someone who already has a list they want to grow, if you need to start yours from scratch, I can help you catch way up to speed (like pro-level, but the easy way) in my free one-hour masterclass, “From Zero Subscribers (or Zero Strategy) to an Engaged Email List that Lasts.” Let me show you how to algorithm-proof your business, once and for all.

The growth of your business can’t stay in the hands of a social media platform — I’ve seen too many “my account got hacked and deleted” situations. Start your list and have an open line from your offers to your dream customers at all times.

7 Ways to Grow Your Email List (and Your Revenue) in 2024

If you want to leverage your list to grow your revenue in 2024, it’s time to optimize your email marketing ecosystem step by step. You can turn this into a once-a-year, ‘spring cleaning’ checklist or break it into bite-sized pieces you work on throughout the year. Either way, your results will reflect your effort!

1. Dig into Your Email Analytics

Far too many people like to hit ‘send’ on their emails and let that be their end goal. If you’re afraid of digging into numbers or aren’t sure where to start, you’re not alone! It can be scary to find out what’s truly working — and what isn’t. But knowing your data is the only way you can optimize. Maybe you’ve looked a few times and thought you needed more data to take action — but think of it like this: a ship doesn’t wait until it’s way off the path to course correct, right? Making small movements can help you get to your goal faster and easier!

Find your email marketing provider’s analytics dashboard and let the numbers speak. What emails get the most opens and clicks (i.e. look at time of day, topic of email, subject line, etc.)? What’s your best-performing offer? And what emails tied to that offer were the highest converting?

2. Update Your Main Opt-In Offer

Garnering new email list subscribers is usually done with an offer — your lead magnet, a free offer with high value that introduces, or leads, new people into your business! It’s time to check in with that offer and see if it needs any refreshing. Running your offer for a year or two can be effective, but beyond that, you’re possibly connecting people to outdated information which can sour a lead’s opinion of your business in a flash.

In 2017, I created my first quiz. It was all about finding your own ‘secret sauce’ and with it, I would not only help people discern what sets them apart and give them resources to own their awesome, but I was also collecting valuable insight into my community. At the time, I was pivoting my business from wedding photography to online education so I had a few strategic questions that allowed me to see what percentage of my followers were photographers, where people needed the most help in their businesses, and what type of resources they were looking for.

Since launching it, we’ve updated our results pages to include more up-to-date content and edited a question or two to continue to give us valuable insight that can direct our brand as it is today. We’ve had 111,000 people take the quiz which has grown our email list substantially and connected our audience with answers that guide them to dive into resources that will support their specific ‘secret sauce.’

Dig through your offer’s copy and look for anything that feels untimely or irrelevant. Check for any broken links, and if any are leading to more of your content, make sure it’s the most updated content you have! Review any statistics or research to confirm it’s either the latest info or still relevant.

An important step here is to consider whether your opt-in still reflects your business and brand. Do you still care about the topic and create other adjacent pieces of content that feed into it and lead people to want to learn more from you? If you feel your business has moved beyond this offer, it’s time to scrap it and make a new one.

3. Consider Creating New Opt-Ins

One opt-in to rule them all might work if your business has a very narrow focus, but more than likely, you could be missing out on catching the eyes of new potential customers and subscribers. Think about your current content pillars and paid offers. Are there entry points that would benefit from a free lead-in offer to get people in the door? You might even have massive value waiting in your everyday practices that could be mundane to you but hugely beneficial to others.

When I began charting out a new course on email list building, I knew that beginners would massively benefit from the course but would need an easier entry point. Paid offers can feel like an intimidating jump, so the goal is to lower that barrier. So, we created a free live masterclass to not only give a taste of the course but also deliver results. They can spend one hour learning with me for free and get a major head start in not only learning about an email list but also building one. That live masterclass is a powerful entry point that leads new customers into our paid offer through a valuable, free connecting point with just a few clicks to sign up. Once they’re on our list, I can serve and thoughtfully sell to them way after the live class!

Image Source

Walk through your own weekly workflow and business/creative processes. Is there a method or solution you’ve created or fine-tuned? Is there a habit you have now that you wish you would’ve known about when you were just starting? Get inspired to create new offers with what you already know!

4. Refresh Your Pop-Ups and Landing Pages

Your offer can only be as good as your subscriber’s journey to receiving it. It’s easy to think your freebie pages, sign-up forms, and pop-ups on your website are still as good as the day you made them, but your style and discernment change over time. I couldn’t count just how many times I’ve been on someone’s beautiful website only for an offer to pop up that has their old branding on it.

Walk through your customer’s sign-up journey with new eyes. Do your pop-ups reflect your current branding and voice? Does the delivery email feel relevant and fresh (or is there a GIF of a meme that was popular 5 years ago)? Ensure that the process from start to finish is smooth, inspiring, and thoughtful to the person considering giving you their email address and joining your list.

5. Chart More Paths to Your List

Your marketing efforts should be simplified to two main focuses! The first is to grow your email list; this needs to be the main focus of your business. The second is to leverage other channels you are on as an introduction and invite that audience to become list subscribers.

When you simplify your marketing you start to see that social media isn’t the place you should be selling. It’s where you should be providing value and then connecting them to your list! Whenever I record a podcast episode for The Goal Digger Podcast, I try to think of a way to tie in a freebie or invite my audience to get extra value in exchange for their email address. It’s how I guide them to their next logical step and helps me see which topics are most exciting for my listeners.

When the post’s theme is ‘productivity’, I think “What offers or valuable connections do I have that support a next step for my audience?” I could link to a free planning page, a podcast episode, or a blog post! From there, I make sure there are chances for them to engage with that ‘next step’ that leads them to my list (i.e. the podcast episode notes connect them to the freebie, and the blog post has a CTA or link to the freebie, etc.). There are likely opportunities all over your social media channels, website, and other overlooked locations to link up one of your free offers!

Are there spaces on your website where a link to your offer or straight to your email list sign-up form would make sense? Do you have blog posts that generate traffic to your website? Work a list-building freebie into the copy. Make an effort to consistently create social media posts that lead to your offer, especially since new people might not know about it yet! Even places like the links in your bios and your email signature are spots where you want to not just connect people to your website but to your list!

A major oversight for people serving a list is a common mistake for most business owners: running your marketing channels like silos rather than a fully connected ecosystem. Have you ever joined someone’s email list and thought, “Wow, you never mention this kind of stuff on your socials!” I know we want to make sure no one’s bored by our content, but you have to remember that not everyone’s got eyes on every single post or email you share.

6. Rework Your Welcome Sequence

When someone becomes a subscriber by opting into any of your offers, you want to make sure they’re welcomed into your brand and introduced to you and your work thoroughly before you toss other offers their way. You might have one welcome email in place, but knowing that some people skip over those emails because they’re excited about the offer they just signed up for, having a welcome sequence can be powerful.

Do your subscribers know your story? Write up a three-part sequence to share it with them! Want to get to know their needs, interests, industries, or experiences? Drop a survey or a quiz. If they signed up for one offer out of a library of offers you have, this is a great way to thoughtfully introduce them to your solutions. When you’re not sure what to say, share customer testimonials, exclusive access, and behind-the-scenes insight!

7. Get Smart with Your List Segmenting

If you’re not yet segmenting your email list, now’s the time to do so! Segmenting is beneficial for your business and for your readers. You can target your segments with offers that work best for them without any redundancy, which means they’re more likely to take action on those offers! It may seem like a lot of work juggling a highly segmented email list, so start small. A great entry point in segmenting is offering your full list a quiz to take part in (and it doubles as an amazing lead magnet for new people!)

If you’re already segmenting, then work through those segments. Are you able to target those segments the way you intended when you started? Do you need to craft some segment-specific copy to reengage that portion of your list and inspire them to take action on a new offer? Make sure your workflow is worth your time and pouring back into your business goals!

Don’t have an email list yet? Go from Zero to Engaged!

Ready to streamline and power-up your marketing strategy with an email list, but need help starting from scratch? Learn everything you need to know in my free 1-hour masterclass! Get actionable guidance on starting your list from scratch and making it 10x more effective than any of your social media strategies. Build a list of dream clients, grow your sales, and stop having to stress about who is seeing your posts and offers on social media! It’s time to build a list you can launch to.

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

We are undeniably in the golden age of audio content.

But what’s even more interesting is that we’re also in the early days of AI-generated audio content.

AI-generated podcasts, AI-transcribed audiobooks, and AI-generated music are now more accessible than ever before. It’s easier than ever to stumble upon AI-generated audio content (maybe without realizing it), and it’s easier than ever to create AI-generated content.

But what does AI-created audio mean for the future of audio content? How will AI continue to change the landscape of podcasts, audiobooks, and other audio content?

I talked about that in my podcast and will be talking about it again in this piece:

There’s no denying that AI has already had an impact on the world. With voice assistants like Siri and Alexa, we’ve become accustomed to interacting with AI through speech without really thinking about it. But as of late, the rise of AI-related audio has taken new heights.

New heights that are influencing the way marketers do their jobs, salespeople execute their efforts, and leaders show up on a day-to-day basis.

In this article, we’re going to be diving into the current best practices of audio AI, what it is, how it’s changing business, and what the future will hold.

Let’s get into it.

From synthesizing human-like voices for podcasts and audiobooks to composing original music pieces without the need for human intervention, audio AI is breaking new ground.

The technology behind audio AI has the capability to understand, process, and respond to natural language inputs, allowing for interactive experiences and transforming passive listening into an engaging dialogue between the user and the technology.

Here’s an example of an audio-based YouTube video that I created with AI audio:

It might not pick up on my Canadian “Abouts,” but it’s pretty close …

I created the audio using ElevenLabs and then let my video team do the rest.

The Power Of Audio Content

Audio content, such as podcasts, has become an invaluable asset for marketers and brands alike.

According to podcast data from IAB, the market for podcast-related revenue in 2024 is expected to surpass more than $4.2 billion:

The podcast market is huge.

Brands are realizing that podcasts as an audio platform allow for a level of intimacy and engagement that is unparalleled, creating a direct line to the listener’s ear and, most crucially, their mind. This direct access grants marketers the power to craft narratives, convey messages, and build brand loyalty in a way that feels personal and genuine.

Podcasts like My First Million, Marketing Against The Grain, Another Bite, and Create Like The Greats are all examples of shows that create value for audiences while providing value to brands.

When Spotify recently published the follower count of some of their top podcasts, the Internet exploded in surprise at the amount of reach that these podcasters have:

Millions of followers.

Millions of listeners.

Millions in revenue.

The power of podcasting and audio cannot continue to be discounted as a fringe marketing opportunity. The opportunity for brands to capitalize on audio-driven marketing is real.

But AI is making things a whole lot more interesting …

The Impact of AI on Audio Content Creation

AI’s role in the creation of scripts and content for podcasts and audiobooks represents nothing short of a revolution in the production of audio content.

Leveraging sophisticated algorithms, artificial intelligence is now capable of analyzing vast databases of language and story structures to generate coherent, engaging narratives that captivate listeners and become podcasts for people to consume.

Technologies like ElevenLabs allow brands to configure the perfect computer-generated voice and even translate those voices into different languages. The impact that this type of technology can have on podcast creators is multifaceted.

Here are five major ways audio AI is influencing and impacting the world:

1. Increased Productivity

AI-driven audio tools can streamline the process for so many things.

It can elevate the podcast creation process by significantly reducing the amount of work needed during the post-production stage. It can replace the entire recording process for an audiobook. And it can fix anything said incorrectly during a podcast in a matter of a few clicks.

Common use cases for AI in audio content include fixing volume and tone and removing unnecessary background noise. You can isolate a voice from background music using AI and you can remove barking dogs from an audio clip that you didn’t want to make an appearance.

AI-based voice synthesis also expedites the production of audio content by eliminating the need for extensive recording sessions.

2. Internationalization Of Content

AI is dramatically transforming the landscape of audio content by breaking down the barriers of language and making content universally accessible. With advanced language translation technologies, AI can instantly translate spoken content into multiple languages, enabling podcasts, audiobooks, and other forms of audio media to reach a global audience.

This capability not only enhances the listener’s experience by providing content in their native language but also opens new markets for content creators. By leveraging AI for translation, creators can now produce a single piece of content and distribute it worldwide, significantly increasing their reach and impact. This development in AI technology is pivotal for fostering global connections and understanding through the power of audio content.

In 2023, Spotify introduced their first experiment with AI Translation and the translation hub:

It’s only a matter of time before any podcast in the world can be heard in your own native tongue.

3. Increased Content Velocity

There’s no question that AI offers podcasters the chance to improve the velocity with which they create content. It’s risky because listeners might hate it, but thanks to audio AI, you can upload a podcast script and have the script read in your voice in a matter of seconds.

Sore throat? You can still record.

Feeling under the weather? You can still record.

Forgot your audio equipment at home? You can still record.

The power of AI audio is in the fact that you can create podcast content no matter where you are.

4. Improved Editing Efficiencies

This technology enables the production of a high volume of episodes rapidly, catering to the insatiable demand for fresh content. Furthermore, AI’s ability to analyze listener preferences and trends in real time allows for the creation of highly targeted and relevant content, enhancing listener engagement, and brand loyalty.

In Descript, you have the ability to change actual words within a video using AI.

For example, in the sample below, I say, “Create a report.” But if I intended to say “create a document,” I could edit the text directly in Descript, and their AI engine would change my voice to say “document.”

Seems like magic, right?

I’ve used this technology to edit videos after I stumble over words and remove “umms” from videos where they don’t fit into the flow of the story.

AI-driven audio content creation is not just about doing more with less; it’s about opening new doors for brands to connect with their audience in more meaningful, personalized ways, thus driving their message home more effectively than ever before.

5. Reduced Authenticity For Listeners

Advancements in AI-driven audio content creation introduce a plethora of opportunities for efficiency and scale. But there’s an undeniable trade-off in authenticity for listeners.

Authenticity is the backbone of podcasting and most audio content success, with audiences gravitating toward content that feels genuine, raw, and human. The shift toward AI-generated podcasts raises questions about the future of this deeply human connection.

Listeners develop strong relationships with podcast hosts, often viewing them as trusted friends, peers or advisors. This bond is forged through the subtle nuances of human communication — tone, emotion, hesitation, and laughter — that AI has yet to replicate perfectly.

When content lacks these human elements, there’s a risk that listeners may feel disconnected or less engaged, potentially eroding the trust and loyalty podcasts have traditionally built.

In a world where authenticity is increasingly valued, the challenge for AI in audio content is clear: how to harness the efficiency and scalability of AI without sacrificing the genuine human touch that makes podcasts so compelling. This balance is the new frontier in audio content, requiring a careful blend of technology and humanity.

How AI Is Influencing Your Audio Content

Most people don’t realize that AI has been powering a lot of our lives without us knowing it.

That podcast you happened to stumble upon? AI helped.

That amazing YouTube channel you found? AI helped.

That cool sweater you just bought? AI helped.

That person you’re dating? Yeah. AI helped.

AI is all around us, and we often don’t even realize it. AI powers content recommendations on social media channels daily. AI powers music recommendations and even dating recommendations. For marketers, AI presents an opportunity to improve the ways in which your content is distributed.

Personalized Recommendations

AI algorithms have transformed content recommendations and distribution with increased personalization. Algorithms consider listeners’ previous interactions, preferences, and even time spent on specific types of content. This means they can predict what listeners might enjoy next with astonishing accuracy.

This enhances the user experience by serving more personal content and increases engagement and retention rates. It also opens up new opportunities for listeners to find new voices and stories.

Targeted Advertising

AI’s role in targeted audio advertising marks a significant shift in how brands connect with their intended audiences. It uses advanced algorithms to analyze data and find patterns in listener preferences that human analysis can’t detect.

These insights help advertisers to deliver hyper-targeted personal ads, which amplifies the impact of their ads. AI also improves ad placement in audio content (like podcasts.) It does this by placing ads in the best spots during audio content to keep listeners engaged and help them remember the message.

Analytics and Insights

In this era where content is king, AI’s is distilling vast amounts of listener data into coherent, actionable insights. This is revolutionizing the way we create, distribute, and market audio content.

It’s not just about understanding what listeners want today but predicting what they will crave tomorrow. AI is setting the stage for audio content’s future to be as dynamic and responsive as the technology that shapes it.

AI’s Role in Improving Accessibility

AI is improving accessibility in audio content by providing voices for those who can’t speak. It can also convert written materials into audio for those with visual or reading challenges. This technology is breaking down barriers to communication.

It’s a potent force for inclusivity, demolishing barriers to accessibility that have long marginalized certain listener groups. AI also offers real-time transcription and closed captioning. This makes podcasts accessible to the deaf and hard-of-hearing community, allowing for a broader audience to enjoy audio content.

Ethical Considerations and Challenges

Like any technology, AI in audio content raises ethical concerns about its potential for misuse. Its ability to synthesize hyper-realistic voices creates a risk that people could use it to deceive listeners.

The emergence of deepfake videos and AI scam calls show that this is a challenge that audio content creators and platforms must navigate. Transparency, verification processes, and responsible usage policies are essential in mitigating this risk.

In Tennessee, USA, they passed the Ensuring Likeness Voice and Image Security (ELVIS) Act. This is a first-of-its-kind legislation providing protections to songwriters, performers, and music industry professionals from the misuse of artificial intelligence to recreate their voice without permission.

The potential for misuse of AI in the creation of misleading or fake audio content cannot be ignored. This power to generate synthetic voices and manipulate speech poses significant risks. Imagine an environment flooded with audio clips that are indistinguishable from reality but are entirely fabricated. The implications for misinformation, identity theft, and defamation are profound.

Developing AI responsibly means ensuring that people use this technology to enrich society, not deceive it. This ethos must drive the future of audio AI technology, bridging the gap between innovation and ethical responsibility.

The Future of Audio AI

AI is continuously evolving, and with advancements in natural language processing, it’s only a matter of time before we see AI-generated audio content that is indistinguishable from human-created content.

One potential future for audio AI is the creation of entirely new forms of media, merging traditional storytelling with immersive and interactive experiences. This could open up new opportunities for brands to engage with audiences in unique ways.

Another exciting development is the use of AI to create a truly personal listening experience by automatically adjusting audio content based on the listener’s mood, location, and preferences. This could potentially lead to a more engaging and emotionally resonant experience for listeners.

Voice Synthesis and Modification: The Frontier of Customizable Audio

Voice synthesis and modification is not just advancing; it’s on the brink of revolutionizing how we perceive and interact with audio content.

With cutting-edge AI technologies, we’re witnessing the creation of hyper-realistic, AI-generated voices that are increasingly becoming indistinguishable from human ones. This leap forward is not merely about producing any voice but about customizing voices to suit specific needs and contexts, thereby making narration more accessible and customizable than ever before.

Companies like ElevenLabs, MurfAI and Voices are at the forefront, offering a suite of voice synthesis services that can mimic emotion, tone, and even specific accents. Descript, which uses AI-generated voice cloning to create natural-sounding voices from text, allowing for easier script writing and editing, is another audio AI tool worth watching.

The implications of this technology are vast and varied.

Voice cloning, for instance, allows voice actors and actresses to upload their voices to various audio AI marketplaces and be paid on a usage basis. This can be especially useful for ad creation, as it saves time and resources compared to a human having to go into the studio and actually record.

The rise of artificial intelligence in audio content is here.

AI-generated content and assisted content are providing improved efficiencies and inclusive listening experiences, as well as becoming a threat to the jobs of many. Audio AI presents marketers with a huge opportunity and brands with the ability to do things that were, at one point, nothing more than a dream.

Summed up:

It’s complicated.

On one end, I think it’s great that I can log into an audio AI tool and create an entire podcast episode for Create Like The Greats without saying an actual word. But on the other end … I know that with this type of technology comes the threat of bad actors and bad outcomes. My hope is that humanity will come through and that we’ll all be better off because of this technology.

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

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

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

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

What are professional goals?

Professional Goals Examples

Tips for Achieving Professional Goals

Work Towards Your Professional Goals

What Are Professional Goals?

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

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

What makes a good professional goal?

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

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

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

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

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

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

Specific

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

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

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

Measurable

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

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

Attainable

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

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

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

Relevant

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

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

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

Time-Bound

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

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

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

Professional Goal Examples

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

1. Land an internship

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

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

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

2. Grow Your Network

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

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

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

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

3. Learn a New Skill

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

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

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

4. Start a Podcast

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

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

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

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

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

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

5. Earn a Professional Certificate

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

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

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

6. Start a New Business or Company Initiative

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

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

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

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

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

7. Become a Pro at Time Management

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

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

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

8. Increase Your Sales

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

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

9. Be a Star Employee

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

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

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

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

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

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

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

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

10. Become a Mentor

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

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

11. Create a Work-Life Balance

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

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

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

12. Get a Promotion

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

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

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

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

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

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

13. Become a Pro at Technology

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

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

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

14. Publish Your Research

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

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

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

15. Receive an Award

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

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

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

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

Tips for Achieving Professional Goals

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

1. Lean Into Your Network

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

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

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

2. Break Your Goals Down

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

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

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

3. Find a Mentor

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

Santiago suggests reaching out to your manager. 

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

4. Be Your Own Advocate

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

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

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

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

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

5. Seek Feedback

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

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

Work Toward Your Professional Goals

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

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

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

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

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

What is an RFP?

Using AI to Help Create My RFP.

RFP Automation tools.

Best Practices for RFP Automation.

What is an RFP?

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

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

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

Using Automation When Writing RPFs

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

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

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

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

Using AI to Help Create My RFP.

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

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

Here are the results.

Take One

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

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

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

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

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

Company Background

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

Project Objectives

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

Scope of Work

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

Proposal Requirements

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

Submission Details

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

Evaluation Criteria

Proposals will be evaluated based on the following criteria:

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

Sincerely,

[Your Name]

Marketing Manager

[Company Name]

What I Think

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

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

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

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

Take Two

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

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

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

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

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

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

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

Company Background

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

Project Objectives

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

Scope of Work

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

Proposal Requirements

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

Submission Details

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

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

Evaluation Criteria

Proposals will be evaluated based on the following criteria:

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

Sincerely,

[Your Name]

Marketing Manager

Slack

What I Think

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

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

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

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

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

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

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

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

Take Three

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

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

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

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

ChatGPT’s Output

Request for Proposal (RFP) for Website Redesign

Project Overview

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

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

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

Company Background

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

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

Project Objectives

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

Scope of Work

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

Proposal Requirements

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

Submission Details

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

Evaluation Criteria

Proposals will be evaluated based on:

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

Warm regards,

[Your Name]

Marketing Manager

Slack

What I Liked

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

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

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

Take Four — My Version

Request for Proposal (RFP) for Website Redesign

Project Overview

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

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

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

Company Background

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

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

Project Objectives

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

Scope of Work

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

Proposal Requirements

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

Submission Details

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

Evaluation Criteria

Proposals will be evaluated based on:

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

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

[Your Name]

Marketing Manager

Slack

RFP Automation Tools

Responsive

Image Source

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

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

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

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

Loopio

Image Source

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

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

It offers the following features:

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

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

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

Deep Stream

Image Source

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

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

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

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

PandaDoc

Image Source

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

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

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

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

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

Best Practices for RFP Automation

1. Manage your legal compliance and secure better proposals.

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

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

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

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

2. Establish clear, standardized templates for RFPs.

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

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

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

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

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

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

3. Use automated reminders and notifications in RFP automation.

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

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

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

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

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

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

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

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

5. Select the right software.

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

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

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

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

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

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

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

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

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

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

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

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

7. Define clear objectives for the entire RFP process.

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

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

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

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

8. Enable collaborative scoring.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

10. Centralize all vendor communication.

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

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

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

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

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

Automating Your RFP Process to Save Time.

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

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

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

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

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

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

Let’s dive in.

Table of Contents

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

What is Advertisement Management?

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

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

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

Advertising Management Software

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

What is an Ads Management Tool?

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

Why Do I Use Ads Management Tools?

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

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

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

Best Ads Management Tools

1. HubSpot Ad Management Software

Image Source

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

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

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

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

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

2. AdRoll

Image Source

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

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

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

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

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

3. RollWorks

Image Source

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

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

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

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

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

4. Influ2

Image Source

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

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

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

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

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

5. 6sense

Image Source

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

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

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

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

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

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

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

Price: Contact 6sense for pricing.

6. Celtra

Image Source

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

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

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

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

Price: Get in touch with Celtra.

7. Smartly

Image Source

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

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

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

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

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

Price: Book a demo and start from there.

8. WASK

Image Source

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

Its main selling points are:

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

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

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

9. Marin Software

Image Source

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

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

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

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

Pricing: Starts at $500/month.

10. StackAdapt

Image Source

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

Here are my main takeaways for you:

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

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

Price: Contact them for pricing information.

11. Hootsuite

Image Source

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

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

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

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

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

Grow Better With Ad Management Tools

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

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

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

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

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

Table of Contents

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

How To Sort in Excel

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

5. Choose what you’d like sorted.

You can sort cells by more than their value.

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

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

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

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

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

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

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

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

7. Click OK.

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

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

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

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

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

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

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

Sorting Multiple Columns

What if you want to sort more than one column?

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

Here’s how I’ll do it.

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

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

Sorting in Custom Order

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

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

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

To sort in custom order:

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

Sorting a Row

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

To sort a row:

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

Sorting Using Conditional Formatting

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

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

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

To sort using conditional formatting:

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

Sorting by Partial Values

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

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

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

Here’s how you can sort by partial values:

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

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

Sorting a Range Within a Larger Range

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

To sort a range within a larger range:

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

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

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

Common Issues Surrounding Sorting in Excel

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

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

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

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

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

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

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

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

Helpful Market Research Tools & Resources

1. Similarweb

Image Source

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

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

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

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

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

2. Glimpse

Image Source

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

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

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

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

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

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

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

3. BuzzSumo

Image Source

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

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

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

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

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

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

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

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

4. Answer the Public

Image Source

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

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

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

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

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

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

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

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

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

5. GrowthBar SEO

Image Source

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

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

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

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

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

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

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

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

6. Statista

Image Source

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

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

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

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

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

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

7. Think With Google Research Tools

Image Source

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

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

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

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

Pricing: Free

8. Census Bureau

Image Source

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

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

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

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

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

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

Pricing: Free

9. Make My Persona

Image Source

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

This allows you to pinpoint both demographic and psychographic information.

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

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

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

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

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

Pricing: Free

10. Tableau

Image Source

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

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

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

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

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

11. Paperform

Image Source

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

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

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

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

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

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

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

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

12. GWI

Image Source

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

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

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

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

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

13. SurveyMonkey

Image Source

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

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

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

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

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

Pricing:

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

14. Typeform

Image Source

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

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

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

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

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

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

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

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

15. PureSpectrum Insights (Previously Upwave Instant Insights)

Image Source

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

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

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

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

Pricing: Schedule a demo for more information.

16. Claritas MyBestSegment

Image Source

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

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

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

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

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

Pricing: Pricing is available upon request.

17. Loop11

Image Source

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

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

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

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

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

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

18. Userlytics

Image Source

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

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

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

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

Pricing: Schedule a free demo for more information.

19. Temper

Image Source

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

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

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

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

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

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

20. NielsenIQ (NIQ)

Image Source

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

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

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

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

Pricing: Pricing is available on request.

21. Ubersuggest

Image Source

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

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

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

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

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

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

22. Pew Research Center

Image Source

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

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

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

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

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

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

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

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

Pricing: Free

23. SocialMention (Part of BrandMentions)

Image Source

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

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

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

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

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

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

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

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

24. Qualtrics Market Research Panels

Image Source

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

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

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

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

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

Pricing: Pricing is available on request.

25. ProProfs Qualaroo

Image Source

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

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

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

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

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

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

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

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

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

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

Conduct Market Research for a Successful Product Launch

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

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

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

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

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

Barbie and Top Gun? Enough said.

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

What is a rewatch podcast?

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

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

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

Image Source

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

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

Image Source

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

What is nostalgia bait?

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

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

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

Here are a few examples of the nostalgia resurgence:

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

Image Source

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

Image Source

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

Image Source

So, why is nostalgia bait so popular?

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

And that makes sense.

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

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

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

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

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

Image Source

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

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

Rewatch Podcasts That Take Me Back

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

Fake Doctors, Real Friends

Image Source

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

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

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

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

Clueless Rewind

Image Source

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

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

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

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

 

Drama Queens

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

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

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

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

Image Source

Welcome to Our Show

Image Source

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

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

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

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

Other Examples of Successful Nostalgia Bait.

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

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

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

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

Image Source

Nintendo: NES Classic Edition

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

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

Well done, Nintendo — retro gaming at its finest!

Image Source

Barbie

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

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

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

How To Get Nostalgia Bait Right?

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

Here’s what you should(n’t) do.

1. Nudge, don’t shout.

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

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

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

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

2. Be authentic.

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

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

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

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

Image Source

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

Here’s a brand that got it right…

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

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

Image Source

Getting It Wrong

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

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

They rushed it, and it was obvious.

3. Add a modern twist.

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

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

How did this happen?

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

Image Source

Instagram also has a great retro-modern approach.

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

Lessons from both: Make classic styles cool again.

Image Source

4. Don’t focus solely on one audience.

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

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

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

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

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

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

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

Image Source

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

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

Image Source

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

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

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

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

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

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