Digital Marketing

Before I worked at HubSpot, when I created my very first series of marketing videos, I was stumped. Befuddled. Frustrated.

We turned our standard nurture email flow into an AI-driven conversion powerhouse. Here’s what we did, what worked (and what didn’t), and what we learned along the way.

Ranging from brief social posts to deep-dive digital guides, I’ve written thousands of pieces of content for SaaS companies, small businesses, government offices, major nonprofits, and my own websites.

What we know right now:

I was a teacher during the pandemic, which meant I had to become a pro at creating explainer videos — fast. If I could have gotten away with it, I would have hired someone to make my videos.

Here’s a quick truth. Before writing this article, I stumbled on Akin’s laws, which aptly summarize work breakdown structures. The fun “law” reads: It’s called a Work Breakdown Structure because the Work remaining will grow until you have a Breakdown, unless you enforce some Structure on it. This law is clear and true!

I know that behind every great company, division, or team is a great organizational structure — a structure tailored to a company‘s, division’s, or team’s goals and one that helps employees understand how they fit into the bigger picture. These are the fundamental building blocks of your business.

The first place a potential customer may hear about your brand could be from your social media, a passing ad, or even a friend‘s recommendation. And if you’re one of the lucky ones, they may even seek out your brand’s landing page looking for more.