MARKETING
Picking SEO Keywords: An Expert’s Guide
Without SEO, publishing content online is like sending a rocket to space without a destination.
If you don’t tell that rocket which direction to head (the moon or Mars?), you’re stuck crossing your fingers and hoping things work out. That’s not good marketing. Good marketing comes with predictability, data, and then some crossed fingers.
And that’s the perfect way to describe search engine optimization, SEO, in 2022.
SEO is part of the search engine algorithm:
Input = Keywords
Output = Content
For every keyword, there are thousands of pages of search results and plenty of content to choose from (outputs). But, page 1,000 isn’t nearly as useful as page 1. Even page 2 of search results can feel like no man’s land.
That’s why marketers care about SEO. Because all search engine pages are not equal. The power of ranking top 3 on page 1 of a search engine beats out ranking first on page 2 by 100x (honestly, maybe even 1,000x).
How do you land a coveted spot on page 1 of the search results?
By picking the right SEO keywords through these three steps.
3 Steps SEO Experts Use to Pick Keywords
SEO has been around long enough that you don’t need to reinvent the wheel. A new, innovative, never-before-seen SEO strategy that takes you months to implement and even longer to see results is the opposite of what SEO experts are doing.
The SEO experts writing high-quality content, landing on page 1 for relevant searches, and seeing results from their content are the ones following this tried-and-true SEO strategy.
#1: Ideate Keywords
There are two types of advertising: interruption-based and intent-based. Interruption-based advertising is an ad on your social media newsfeed. It’s the ads between paragraphs on the news article you’re trying to read. It’s a search engine ad strategically placed before the organic results. This isn’t your focus in organic SEO marketing, but this IS your focus in paid SEO advertising.
In SEO marketing, you’re focused on intent-based advertising. When somebody chooses to search for an answer to their question—that’s intent-based advertising. A search for “olive green cotton blanket” is an example of intent-based advertising.
And the search engine results are a mix of interruption (paid ads) and intent-based advertising (organic results).
When you’re ideating keywords for your products and brand, you’re looking at intent-based words. These are the words somebody needs to use to find your products or brand. For DigitalMarketer, these are words like:
- Digital marketing training
- Digital marketing help
- Content marketing training
- Copywriting training
These keywords correlate directly to our products. They teach people how to be great digital marketers, either for their own company, their full-time marketing role, marketing consultancy, or their agency clients.
Your customer avatar asks specific questions and uses certain words to describe to search engines what content they want output. Use these questions to make a list of 20+ keywords you could rank for:
- What questions do your customers ask surrounding your products or brand?
- What single words would your customers use to describe your product or brand?
- What phrases would your customers use to describe your product or brand?
These questions will give you a page full of keywords and keyword phrases (several words used in a search query) that you want to rank for.
Once you have those keywords, go to AnswerThePublic.com and automatically generate a list of questions people have asked search engines related to those keywords. See if there are any other keywords or keyword phrases you missed—and take notes of the questions people are asking. Those questions will be the topics of your content.
For example, if we see people asking “how to pick SEO keywords,” our team knows that content on picking SEO keywords is a great addition to our online library. You don’t want to chase every keyword that looks like a great piece of content, though.
First, you need to research the best keywords to see which are worth spending your time on.
#2: Research the Best Keywords
With your list of keywords and keyword phrases (which should be looooooooong by now), you’re set up to figure out which keywords to put your focus on. Unlike your pets, you’re allowed to play favorites here. You don’t want to choose keywords that are highly saturated and difficult to rank for. You also want to avoid the keywords that will only capture a minuscule part of your audience (at least, at first).
Time to bring in more help from our robot friends. Research the best keywords with tools like Google Keyword Planner, SEMRush, Ahrefs, and seriously, there are so many other awesome SEO tools out there.
Here’s what keyword research for “running shoes” looks like in SEMRush:
A few things to take note of to compare your keywords/phrases and see which are the best option:
- Volume is key to understanding if this keyword is worth creating content on or if it’s better to choose something with a higher search volume.
- The keyword difficulty score shows you how hard it will be to organically rank for that keyword (good luck on getting on page 1 for running shoes!).
- Use Keyword Variations to figure out if there are other keywords you can try to rank for that are similar but less competitive.
You can also use tools like Google Trends to see which times of the year certain searches spike. For example, the keyword phrase “plants for desk” had its highest search volume between July 27th and July 3rd. From October to the end of November, it has the lowest search volume.
This data can tell you what time is the best to push interruption-based search paid ads—and if there’s specific content you can create around the seasons or months where you see these spikes.
Once you know which keywords you’re going all-in on, it’s time for a quick chat with your finance team.
#3: Check Bid Estimates (For Paid Advertising)
If you’re not putting money behind your SEO strategy and aiming to get organic traffic through high-ranking content, skip to the next section. If you’re looking to put your ad budget towards SEO, keep reading.
Once you’ve narrowed down the keywords to prioritize based on factors like search volume and difficulty score, it’s time to run your keywords through their last filter: cost. Every keyword comes at a different cost to win the ad auction. The ad auction is how Google determines which ad trying to rank for the same keyword wins an ad placement depending on the user.
- Your Bid: This is your maximum budget for an ad click.
- Ad Quality: Google won’t show your ad to everybody searching for your keyword—they’ll show it to the people most likely to click based on past behavior and data they have on the user.
- Extensions and Ad Formats: Google likes when you use extensions, like phone number and other links, as well as the other ad formats you’ve chosen and can boost you in the auction for a lower price.
Understanding how the auction works is necessary to figuring out how much you can afford to spend on ads and what your expected ROI should be. For example, in the SEMRush example for the search “running shoes” the cost-per-click is estimated to be $0.84. This tells you that if you want 10 clicks on your ad per day, you need a minimum $8.40 budget. Of course these numbers are a lot smaller than what you’ll really be working with, but this gives you an idea of how to figure out your SEO budget.
This is why Step 3 is so important. If your SEO budget is $100 per day, you don’t want to splurge on keywords with a cost-per-click of $10 each (unless you’re certain they’ll lead to conversions!). Instead, you want to create a broader strategy that encompasses several keywords and keyword phrases that make up your $100 per day budget.
You can use Google Keyword Planner to get suggested bid amounts per keyword:
You have your keywords, researched and ready to go. There’s only one more thing left to do.
What Do You Do After Picking SEO Keywords?
After you’ve chosen your SEO keywords, it’s time to create the content and ads. There are 3 types of content and ads to create:
- Top-of-funnel content
- Middle-of-funnel content
- Bottom-of-funnel content
Top-of-Funnel Content and Ads
When your customer avatar is first introduced to your brand, show them top-of-funnel content (TOFU). Think of this content as the getting to know you phase relationships (professional, family, friends, or even with your pets!). Every relationship goes through a stage of learning more about someone’s goals, values, and challenges. Your customer avatar wants to know who your brand is, what your goals are, and if your values align with theirs. They’re also looking to see if you understand their challenges.
Here’s an example of TOFU at DigitalMarketer: What is Digital Marketing? In this article, we’re introducing the reader to digital marketing which means we’re not trying to turn them into a customer just yet. It’s not the right time.
And the same applies to paid ads. You’re looking to educate at the top-of-the-funnel. Check out how these productivity apps use the limited amount of space on their ad to educate Google users about their productivity app.
Middle-of-funnel content and ads take things a step further.
Middle-of-Funnel Content and Ads
Middle-of-funnel content (MOFU) and ads are still educating the reader, but they’re *really* hinting at the product. The productivity apps above had to talk about their product in their TOFU content (they didn’t have another choice), but there’s a difference between their TOFU content and their MOFU content.
At the MOFU level, they’re flaunting their features and actively talking about why the competition isn’t the best option. An example of our MOFU content is this Ultimate Guide to Digital Marketing. This guide is LONG, and anybody reading it clearly trusts us as their teacher. This content is designed to build a stronger relationship with this lead and get them to give us their email address (so we can send them even more valuable content).
Notice the “Download as PDF” button? If you click that, a pop-up form appears asking for your First name, last name, email address AND two questions:
- Are you an agency or marketing consultant?
- Do you manage a sales and/or marketing team?
These two questions help us tag our email subscribers so we know which content, products, and offers are best suited for them. We can build out specific funnels based on their responses and get first-party data that we can continue using in the future (take that iOS 14!).
Bottom-of-Funnel Content and Ads
Bottom-of-funnel content (BOFU) and ads have a direct call-to-action to join, buy, or sign-up. There isn’t any fluff. Think of this as a sales page—there’s only one action to take on that page and it involves contact information or a credit card.
For the search, “mailchimp vs. constant contact vs. sendinblue,” Constant Contact created a BOFU ad. How can you tell?
- They’re giving you a special offer to sign up now
- They’re promoting their 60-day full access, free trial
- Their link extensions are promoting product features
BOFU content cuts straight to the chase.
Every great SEO strategy involves these 3 types of content.
You’re Ready to Pick Your SEO Keywords
You don’t have to classify yourself as an expert before you choose your keywords. You finished this article which means—you’re ready. You have the 3 steps to follow:
- Ideate Keywords
- Research the Best Keywords
- Check Bid Estimates (For Paid Advertising)
And you know what to do after you’ve chosen them (create TOFU, MOFU, and BOFU content and ads). The only thing left to do is put what you’ve learned into practice. Remember that every SEO marketer started where you were, unsure how to use the Google ads platform and scared they’ll run through their marketing budget without an ROI.
Just like we’re not telling you to put your entire life savings into Gamestop stock, putting your entire ad budget into your first SEO strategy is the wrong move. Take a percentage of that budget and start testing out ads, seeing their CTR, and how much each keyword or keyword phrase costs.
Build up from there. If you take this route, you’ll feel comfortable enough with your SEO strategy to add another story on top of it, and another in the future, and eventually you’ll have a solid building on your hands. That’s when you’ll look back at yourself reading this article and think—wow, that was just the beginning.
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MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
5 Psychological Tactics to Write Better Emails
Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.
I’ve tested 100s of psychological tactics on my email subscribers. In this blog, I reveal the five tactics that actually work.
You’ll learn about the email tactic that got one marketer a job at the White House.
You’ll learn how I doubled my 5 star reviews with one email, and why one strange email from Barack Obama broke all records for donations.
5 Psychological Tactics to Write Better Emails
Imagine writing an email that’s so effective it lands you a job at the White House.
Well, that’s what happened to Maya Shankar, a PhD cognitive neuroscientist. In 2014, the Department of Veterans Affairs asked her to help increase signups in their veteran benefit scheme.
Maya had a plan. She was well aware of a cognitive bias that affects us all—the endowment effect. This bias suggests that people value items higher if they own them. So, she changed the subject line in the Veterans’ enrollment email.
Previously it read:
- Veterans, you’re eligible for the benefit program. Sign up today.
She tweaked one word, changing it to:
- Veterans, you’ve earned the benefits program. Sign up today.
This tiny tweak had a big impact. The amount of veterans enrolling in the program went up by 9%. And Maya landed a job working at the White House
Inspired by these psychological tweaks to emails, I started to run my own tests.
Alongside my podcast Nudge, I’ve run 100s of email tests on my 1,000s of newsletter subscribers.
Here are the five best tactics I’ve uncovered.
1. Show readers what they’re missing.
Nobel prize winning behavioral scientists Daniel Kahneman and Amos Tversky uncovered a principle called loss aversion.
Loss aversion means that losses feel more painful than equivalent gains. In real-world terms, losing $10 feels worse than how gaining $10 feels good. And I wondered if this simple nudge could help increase the number of my podcast listeners.
For my test, I tweaked the subject line of the email announcing an episode. The control read:
“Listen to this one”
In the loss aversion variant it read:
“Don’t miss this one”
It is very subtle loss aversion. Rather than asking someone to listen, I’m saying they shouldn’t miss out. And it worked. It increased the open rate by 13.3% and the click rate by 12.5%. Plus, it was a small change that cost me nothing at all.
2. People follow the crowd.
In general, humans like to follow the masses. When picking a dish, we’ll often opt for the most popular. When choosing a movie to watch, we tend to pick the box office hit. It’s a well-known psychological bias called social proof.
I’ve always wondered if it works for emails. So, I set up an A/B experiment with two subject lines. Both promoted my show, but one contained social proof.
The control read: New Nudge: Why Brands Should Flaunt Their Flaws
The social proof variant read: New Nudge: Why Brands Should Flaunt Their Flaws (100,000 Downloads)
I hoped that by highlighting the episode’s high number of downloads, I’d encourage more people to listen. Fortunately, it worked.
The open rate went from 22% to 28% for the social proof version, and the click rate, (the number of people actually listening to the episode), doubled.
3. Praise loyal subscribers.
The consistency principle suggests that people are likely to stick to behaviours they’ve previously taken. A retired taxi driver won’t swap his car for a bike. A hairdresser won’t change to a cheap shampoo. We like to stay consistent with our past behaviors.
I decided to test this in an email.
For my test, I attempted to encourage my subscribers to leave a review for my podcast. I sent emails to 400 subscribers who had been following the show for a year.
The control read: “Could you leave a review for Nudge?”
The consistency variant read: “You’ve been following Nudge for 12 months, could you leave a review?”
My hypothesis was simple. If I remind people that they’ve consistently supported the show they’ll be more likely to leave a review.
It worked.
The open rate on the consistency version of the email was 7% higher.
But more importantly, the click rate, (the number of people who actually left a review), was almost 2x higher for the consistency version. Merely telling people they’d been a fan for a while doubled my reviews.
4. Showcase scarcity.
We prefer scarce resources. Taylor Swift gigs sell out in seconds not just because she’s popular, but because her tickets are hard to come by.
Swifties aren’t the first to experience this. Back in 1975, three researchers proved how powerful scarcity is. For the study, the researchers occupied a cafe. On alternating weeks they’d make one small change in the cafe.
On some weeks they’d ensure the cookie jar was full.
On other weeks they’d ensure the cookie jar only contained two cookies (never more or less).
In other words, sometimes the cookies looked abundantly available. Sometimes they looked like they were almost out.
This changed behaviour. Customers who saw the two cookie jar bought 43% more cookies than those who saw the full jar.
It sounds too good to be true, so I tested it for myself.
I sent an email to 260 subscribers offering free access to my Science of Marketing course for one day only.
In the control, the subject line read: “Free access to the Science of Marketing course”
For the scarcity variant it read: “Only Today: Get free access to the Science of Marketing Course | Only one enrol per person.”
130 people received the first email, 130 received the second. And the result was almost as good as the cookie finding. The scarcity version had a 15.1% higher open rate.
5. Spark curiosity.
All of the email tips I’ve shared have only been tested on my relatively small audience. So, I thought I’d end with a tip that was tested on the masses.
Back in 2012, Barack Obama and his campaign team sent hundreds of emails to raise funds for his campaign.
Of the $690 million he raised, most came from direct email appeals. But there was one email, according to ABC news, that was far more effective than the rest. And it was an odd one.
The email that drew in the most cash, had a strange subject line. It simply said “Hey.”
The actual email asked the reader to donate, sharing all the expected reasons, but the subject line was different.
It sparked curiosity, it got people wondering, is Obama saying Hey just to me?
Readers were curious and couldn’t help but open the email. According to ABC it was “the most effective pitch of all.”
Because more people opened, it raised more money than any other email. The bias Obama used here is the curiosity gap. We’re more likely to act on something when our curiosity is piqued.
Loss aversion, social proof, consistency, scarcity and curiosity—all these nudges have helped me improve my emails. And I reckon they’ll work for you.
It’s not guaranteed of course. Many might fail. But running some simple a/b tests for your emails is cost free, so why not try it out?
This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.
MARKETING
The power of program management in martech
As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity.
While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated.
For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities.
Programs in product management
Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.
Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level.
Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products.
Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.
Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.
Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.
Dig deeper: Understanding different product roles in marketing technology acquisition
Programs in project management
In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets.
On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.
A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project.
In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.
The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.
Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.
Dig deeper: Combining martech projects: 5 questions to ask
Programs in marketing operations
In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.
In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives.
These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.
One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.
Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.
Dig deeper: Mastering the art of goal setting in marketing operations
Embracing the power of programs for long-term success
We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations.
- Product management programs facilitate cross-functional collaboration and ensure alignment with market demands.
- In project management, they provide a structured approach for managing related projects and mitigating risks.
- In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.
Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.
Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.
As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.
Fuel for your marketing strategy.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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