HubSpot Research

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Live Chat Exposes a Fatal Flaw in Your Go-to-Market

We live in the age of convenience, where information is accessible 24/7, you can get almost anything on-demand, and everything is personalized. We want it all, and we want it now.

The most innovative businesses have always evolved in parallel with human behavior, observing changes in consumer preferences that shape how they market, sell, and deliver customer service.

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The Hard Truth About Acquisition Costs (and How Your Customers Can Save You)

Trust in businesses is eroding, and so is patience. Marketing and sales are getting harder, and the math behind most companies’ acquisition strategy is simply unworkable.

The best point of leverage you have to combat these changes? An investment in customer service.

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How HubSpot’s Sales Blog Team Broke a 1.5 Year Traffic Plateau

With contributions by Sarah Williams

TL;DR The HubSpot Sales Blog pivoted to an organic-first strategy that helped us bounce back from several months of low traffic. Now we’re applying this strategy to all three of HubSpot's blogs.

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A Practical Approach to Emerging Tech for SMBs: AI, Blockchain, Cryptocurrencies, IoT, and AR/VR

TL;DR: Today’s small business owners represent the most technologically savvy cohort of SMBs that has ever existed. From email infrastructure to search engine optimization, CRMs to automated customer support – SMBs today have access to unprecedented technological power, and use it every day to grow better.

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HubSpot’s Guide to Winning Google’s Featured Snippet

With contributions by Matthew Howells-Barby and Aliza Schaffer 

TL;DR: Featured snippets are an organic search feature that now take significant search traffic from the search results below them. Featured snippets run on a separate algorithm than Google's traditional 200 ranking signals. To understand these signals, HubSpot’s SEO team ran a series of experiments and, together with the blog and web teams, developed a process for featured snippet optimization. The result: a clean code that allows you to capture featured snippets and a guide with best practices for optimizing your content for Google's featured snippet.

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When #1 Isn't Good Enough (for Google) Anymore

TL;DR: Traffic to the HubSpot Blog flattened out earlier this year after growing steadily since 2006. Our team dug into the trend and found that the decline was due to two main changes in Google search: the addition of featured snippets on Search Engine Result Pages (SERPs) and the increase in conversational search.  

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Customer Success Feeds Business Success

TL;DR: Customer service will be a differentiator for companies moving forward, and savvy businesses can tap into a powerful advocacy channel if they choose to provide world class service to their customers.

Customer success is something that many businesses say they value, but many are less willing to put in the resources into service programs. This lack of focus on customer success, coupled with high attrition within the service ranks, means many businesses are slowing down their growth potential.

However, a segment of growing businesses recognize customer success as a key differentiator that will keep their business on the growth trajectory. This report outlines why businesses should view customer success as a lever for revenue growth.

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How Salespeople Learn

TL;DR: There are millions of salespeople worldwide and yet there are no formal sales training curriculums offered in higher education. So how do salespeople learn the sales motion? What type of interaction they prefer? What are they spending their time on? According to our recent survey, salespeople:

  • Prefer 1:1 training, which is difficult to scale.
  • Depend strongly on their managers and peers for support; this is especially the case for women in sales.
  • Are unlikely to change their habits after they've figured out what works for them.
  • Probably unintentionally ended up in the sales profession.
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