MARKETING

How to Run a Focus Group for Your Business

Published

2 years ago

February 2, 2022

How to Run a Focus Group for Your Business

When you’re developing or launching a new product, service, or business, you’ll want to have a general sense of how receptive your target market will be to it.

Typically, this is done through extensive market research — and one key component of the research process is running a focus group.

In this article, we’ll define what a focus group is, give you an agenda to follow when conducting on, explain how to run a focus group step-by-step, and help you plan your questions with a focus group questionnaire.

What is a focus group?

A focus group is a small group of people, typically representative of your target market, with whom you share ideas and ask questions about your product, service, or business. The individuals who make up the focus group should be a mix of current customers and people who’ve never made a purchase but might in the future. The ideal outcome is a stronger understanding of how the subject of the focus group would be received by a wider audience, and what changes (if any) should be made before the formal roll-out.

Now you may be asking, is information gathered from focus groups really important? And is it a good strategy to gather information?

Focus Group Strategy

Focus groups can provide your business with priceless information if the participants are a reflection of your target audience.

The data you collect from them is important because it can help you build successful strategies by:

Collecting more accurate needs assessments from customers.
Pulling meaning behind facts and numbers obtained from more general surveys.

You can take this information and apply it to how you choose to market your product or service, adjust the features to better suit your customers’ pain points.

Now that we understand the importance of focus groups to your operation, you have to have a focus group agenda to follow before you bring in your own participants.

Focus Group Agenda

To get started with your focus group, you’ll need an agenda to stay on task during the meeting. Here are the main points to follow when making your own.

1. Welcome the focus group participants.

First, you’ll want to welcome the participants in the focus group and introduce yourself and other researchers who may be present. This step is important as it establishes rapport with the group and builds trust.

2. Have the participants introduce themselves.

This does a few things: it continues building rapport among the group members, and it confirms the pronunciation of everyone’s names — you don’t want to spend the next hour or more together saying everyone’s names incorrectly!

3. Establish some ground rules for the group.

Before asking questions, establish some ground rules for the group. Take this moment to clarify any concerns such as:

If a topic could become controversial, let that be known and set boundaries for how far a discussion can go.
If you’ll be asking for information that isn’t normally shared in a group setting, assure the cohort that the findings won’t have names or identifying data attached to the responses.
If your company is reimbursing expenses or providing payment to the focus group participants, let them know how and when they’ll receive their disbursements.

Once these are clarified — as well as any others they may ask during this portion of the session — you can begin asking the questions about your product, service, or business.

4. Ask questions methodically.

Now, here’s the fun part. Although you may have one broad topic to discuss during the focus group, you’ll likely have several subtopics that need to be addressed separately. Structure your questions in such a way that the flow of the conversation makes sense. This could be by theme, chronological order, or the current-future state of your business.

5. Wrap up final thoughts.

Once you’ve reached a stopping point during the conversation, wrap up any lingering questions and ideas within the group. Finally, thank everyone for their time and end the session.

If you need those steps organized in a handy agenda, we’ve got you covered. Download the PDF below and save it for your next focus group.

How to Run a Focus Group for Your Business

Now that you have an understanding of how to conduct the session, let’s dive into what it takes to run a successful focus group from the very beginning.

How to Run a Focus Group

Choose your topic of discussion
Choose your questions or discussion prompts
Prepare your focus group questionnaire
Appoint a notetaker
Recruit and schedule participants
Get consent and start the discussion
Have everyone introduce themselves
Ask your questions
Seek equal representation from the group
End the meeting in a reasonable amount of time
Analyze and incorporate feedback

Follow Along With a Free Focus Group Questionnaire Template

HubSpot’s Market Research Kit includes everything you need to run an effective round of market research, including a focus group questionnaire and a guide on how to run focus groups. Download the kit now to incorporate the steps in this post into your focus group strategy.

1. Choose your topic of discussion.

Going into a focus group, your discussion should be narrowed down to one or a few topics. Keep in mind that you won’t be able to thoroughly address every area you want to discuss in one short focus group session.

Because of this, it’s not uncommon for companies to run multiple rounds of focus groups around different topics. For example, if you’re launching a new product, you could center one focus group around the product’s marketing and brand positioning, and another one around the usability and functionality of the product itself.

2. Choose your questions or discussion prompts.

Once you determine the topic of discussion for your focus group, create a list of questions and discussion prompts that will help you gather the data you need.

Let’s return to the product launch example from above. If you’re running the product marketing focus groups, you could ask questions like:

What do you think of the packaging design?
How much money would you spend on a product like this?
What other companies do you think of when you see a product like this?

Meanwhile, for a focus group about the product itself, you’ll want to ask about the product’s functionality, ease of use, and perceived favorability.

Also, remember to ask open-ended questions — “Do you like the product?” and “What do you think of the product?” may seem similar in nature, but the latter will produce more detailed results.

3. Prepare your focus group questionnaire.

After you’ve chosen your questions and discussion prompts, organize them on a focus group questionnaire. Be sure to leave enough space on the questionnaire for overall notes, a list of common responses, and one or two noteworthy responses that really stood out.

Download this Template for Free

4. Appoint a notetaker.

Your focus group discussion should be facilitated by at least one person while another person on your team should be a designated notetaker.

Why? The facilitator’s job is to facilitate — to guide the discussion and foster new ideas from participants. This task can get easily derailed if the facilitator also needs to pause the discussion to write down big, bold ideas and reactions from participants.

To avoid this possibility of disruption, appoint a notetaker before going into the focus group who can focus solely on jotting down the general consensus from the group, unique and noteworthy individual responses, and the key takeaways for the business.

5. Recruit and schedule participants.

One of the most challenging parts of running a focus group is getting people to actually show up. After you select a time and a place, you’ll want to start spreading the word to participants.

Here are a few ways to find them:

Reach out to existing customers.

If you’re doing market research for an existing company, reach out to your customers through account managers or an email database. Since current customers will likely be the first to use what you’re launching, this will be the perfect opportunity to gauge early reactions for the official launch.

For incentives, you could offer free or discounted services or reward them on a customer advocacy program likeInfluitive.

Advertise on social media.

Looking for middle-aged males or senior citizens in the greater Ann Arbor area? No problem! Social media advertising offers advanced targeting options for you to reach your target market.

You should also think about which sites are most used by the people you want in your focus group. If you’re interested in surveying middle-aged working professionals, you’ll probably have better luck on LinkedIn than you would on TikTok.

Try location-based promotion.

If you’re hyper-targeting a location, supplement your recruiting efforts with advertisements that will only be seen by those in your area. A few examples include:

Location-based social media campaigns (Location targeting ads)
Public Transit-Based Ads (Trains, Busses, Taxis, etc.)
Ads in Local Publications and Newspapers
Billboard Ads

Be prepared to offer incentives.

People rarely do anything for free. In your advertisements and promotional assets, highlight the incentive you’re prepared to offer — which could be cash, a gift card, or a discount on whatever you’re selling.

If you’re strapped for cash, consider hosting a raffle or giveaway for participants. That way, if you host a focus group of eight people, you could offer a chance at a $100 gift card (rather than a guaranteed $25 per participant) to save you $100.

6. Get consent and start the discussion.

Before you start your focus group discussion, remind participants of the purpose of the group and hand out a consent form. The consent form should reiterate the purpose of the event, outline the participants’ rights, identify the compensation, list the facilitators’ contact information, and prompt participants to sign.

After everyone signs off, it’s time to run the focus group.

7. Have everyone introduce themselves.

To break the ice and get people talking, start the discussion off by introducing yourself and inviting the participants to do the same.

This is another chance for you to learn more about your target market. In addition to having participants say their names, consider asking them to share their industry or interests to get a more personal understanding of how your product, service, or business could play a role in their everyday lives.

8. Ask your questions.

Remember, this is not an interview! Before the focus group begins, you should prepare a list of five to 10 questions.

That being said, it can be easy to tie yourself to your list of questions or discussion points, but sticking too closely to this can hamper natural and effective conversations. If the group takes a slightly different turn than you were expecting, don’t be afraid to allow the conversation to veer off-course if it seems productive.

The point of a focus group is not just to confirm information you think is true, but also to uncover what you don’t know.

So long as it’s not too far off-topic, allow the conversation to happen naturally and use an agenda as a guide rather than a point-by-point checklist of topics to cover.

Additionally, you may not ask every question on your list, depending on the direction of the conversation. Make sure you ask the most important questions first, and follow up on certain discussion points to keep things flowing rather than hosting a pure question-and-answer forum.

9. Seek equal representation from the group.

Your session involves an entire group of people, so you have to make sure you hear from each and every one of them! That may seem obvious, but a focus group can quickly turn into an interview of one or two of the most talkative members.

If you run into this problem, be ready to jump in when someone has been quiet for too long by thanking the most active participants for their input and re-opening the floor to the other participants. Say something along the lines of “Isabella, what’s your input here?” or “Raheem, what do you think about what Isabella said?” for the rest to chime in.

10. End the meeting in a reasonable amount of time.

Exhaustion and the law of diminishing returns are real, so keep them in mind when planning the time frame for your focus group.

At the start of the session, in your advertisements, and/or on your consent form, you should specify how long the focus group will last. It’s your responsibility to moderate the discussion in a way that ensures the time frame is not exceeded.

Now, if the exercise lasts for an hour and five minutes and you promised an hour focus group, that’s acceptable. However, if you promised a 45-minute session and it goes well over an hour, your attendees could be resentful and less likely to offer valuable feedback.

When the discussion is over, thank your attendees for their time and deliver the promised incentive, if applicable. Additionally, remind them of your contact information if they decide they have more feedback or comments they’d like to provide.

11. Analyze and incorporate feedback.

Ideally, your focus group has provided you with plenty of responses, unique angles, and actionable ideas to help your business thrive. After all of your focus groups have taken place, have your team compile and analyze the commonalities of the ideas presented and what changes, if any, are applicable to the product, service, or business in question.

You have a step-by-step guide for conducting a focus group, let’s take a look at a real-world application of one.

Focus Group Example

This recent focus group study follows most of the guidelines we’ve recommended and derived useful information for real-world application.

Post-Election Focus Group

Georgetown University Institute of Politics and Public Service conducted a focus group with first-time voters after the 2020 election. It could have been very easy for this focus group to get off track and into political affiliations; However, you’ll notice in this example that the researcher had a topic in mind — the first-time-voter experience — and didn’t deviate from that topic. She asked probing questions and sought out a variety of perspectives from the group.

Watch this focus group to get a better understanding of how to start these conversations and keep them going to get the insights you need.

The information can now be studied for political research thus helping guide future campaigns for first-time voters.

Run a Successful Focus Group

Taking this methodical approach to running a focus group can produce better and more insightful feedback from your participants. To keep your questions, thoughts, and responses organized, we developed a focus group template, which you can use to run a better focus group. Download it for free now to get the most out of your marketing research.

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

MARKETING

Ecommerce evolution: Blurring the lines between B2B and B2C

Published

2 hours ago

April 18, 2024

Entireweb News Bot

Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

What’s driving this change?

Ever increasing customer expectations

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”

If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.

Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

What’s next?

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:

Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
Monitor and evaluate your convergence efforts, and adapt and improve them as needed.

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.

MARKETING

Streamlining Processes for Increased Efficiency and Results

Published

24 hours ago

April 18, 2024

Entireweb News Bot

Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.

This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

MARKETING

Will Google Buy HubSpot? | Content Marketing Institute

Published

2 days ago

April 17, 2024

Entireweb News Bot

Why Marketers Should Care About Google’s Potential HubSpot Acquisition

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