HubSpot Research

Your source for the latest marketing, sales, and business data

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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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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Topic Clusters: The Next Evolution of SEO

Written with contributions from Leslie Ye, Matthew Barby, Anum Hussain, and Cambria Davies

TL;DR: Influential search engines like Google have changed their algorithm to favor topic-based content. As a result, SEOs are exploring a new way of linking related content under a "topic clusters" model. This report serves as a tactical primer for marketers responsible for SEO strategies.

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Death By 1,000 Apps: Why Tech Is Actually Making Us Less Efficient

TL;DR: As people more adopt tools designed to make marketers and salespeople more efficient, new complications arise. Sure, people are now faster at completing work tasks, but now they're spending more time managing different technologies, performing data entry, and reconciling reports.

  • Though survey respondents indicate they have a manageable number of tools, 82% are still losing hours a week due to managing different technologies. Additionally:
    • 72% of salespeople spend up to an hour a day on data entry and connecting records from different sales tools.
    • 75% of marketers spend up to an hour a day analyzing data and connecting reports from different marketing tools.
  • Majority of respondents say 1-5 of the tools they use have redundant capabilities.
  • If they could have their time back, sales and marketing would spend their time increasing the bottom line.
  • Nearly 60% of marketing teams spend up to 10% of their budget to integrate, maintain, and manage their various tools.
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Artificial Intelligence and You: Demystifying the Technology Landscape

TL;DR: AI technologies today range from simple to extraordinarily complicated. Basic chatbots are enabled by natural language processing, which allows them to understand human language. More complex technologies like IBM’s Watson leverages machine learning to absorb huge amounts of data and create predictive algorithms. This report breaks down the most well-known AI products and technologies on the market today.

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Why People Block Ads (And What It Means for Marketers and Advertisers)

Everyone today has an opinion about online ads. At HubSpot, we wear two hats: we’re online marketers and online browsers who consume voracious amounts of content. So the ad blocking phenomenon, and the debate surrounding it, is incredibly interesting for us as observers. As inbound marketers, we see the need for businesses and content creators to hit their bottom line, but as online content consumers, we also see a lot of annoying ads.

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Asia Pacific Buyers Have Spoken: Sales Needs to Evolve [New Data]

Advances in technology has changed consumer behaviour considerably in the last two decades. A wealth of information is now available to savvy consumers, who extensively research a purchase before pulling the trigger. This behaviour has made its way to business world, as buyers of business technologies, products, and services doing the same type of research before ever connecting with a salesperson. So let’s get real: buyer behaviour have changed so much that the traditional sales playbook, developed years and years ago, simply doesn’t work any more.

The idea of “sales is getting harder” might actually be closer to “traditional sales tactics are losing their efficacy” because sales tactics today do not match up with buyer expectations. It’s about time that sales catches up with the consumer with a sales process that matches the buyer’s preferences. If salespeople cater to what buyers want, sales won’t be so hard after all. And what do buyers want? Glad you asked...

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