Why you should build relationships backward (and how)

Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.)

And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start doing it backward, too.

Deesha Laxsav

Senior Manager of Brand Marketing, Clutch

• Fun fact: Deesha started a (now abandoned) foodie TikTok exploring elite eats in the DC Metro area. (“Turns out, eating was easier than editing videos.”)

• Claim to fame: Built Clutch’s first influencer marketing program, setting the stage for long-term partnerships with top voices in marketing and tech.

Lesson 1: Social marketing has a trust problem.

A stinging 53% of consumers outright distrust paid endorsements, according to a recent survey by the global service marketplace Clutch. And the better polished the content was, the more suspicious it looked. What’s more, 41% of consumers weren’t sure whether they trusted influencers more than brands.

Which is really awkward because… wasn’t influencer marketing supposed to be the silver bullet against brand backlash?

“Our survey makes it clear that consumer trust in influencer marketing has taken a hit,” Laxsav says, but she isn’t deterred. “When we got the data, we didn’t think, ‘We shouldn’t be doing influencer marketing.’ Instead, it was, ‘How do we do it better?’”

She believes that the high number of scattershot paid posts created by one-off marketing campaigns have turned skepticism into a monster.

So maybe the real silver bullet was the friendships we made along the way. No, really. Laxsav says the solution to the influencer backlash is building authentic relationships with content creators and/or partner brands that deeply understand your audience.

And in that endeavor, Laxsav has it entirely backward.

Lesson 2: Make your own opportunities.

Most folks begin a content campaign by asking a content creator to… y’know, create content. But Laxsav finds that it works best when you flip the script. (And, pro tip, this works with brand collabs, too.)

“We’re a small brand, so the first step is just getting through the door. It’s hard getting the attention of these influencers. They’re getting thousands and thousands of emails.”

So, instead, Laxsav asks influencers if they’ll agree to be interviewed by one of Clutch’s executives.

“We’re not asking to appear on their channel. We want them to appear as a guest on our channels.”

Then, and here’s the kicker, YOU create the content. “The number one thing is giving people something to share. We slice up [one interview] into two to three videos that they could promote. We give them graphics. We even give them social media messaging copy. You build this strong promotional toolkit, and you build that relationship. That’s how it starts.”

But that’s not how it ends. The initial campaign acts as an ice breaker for further collaboration, which, in turn, creates the authenticity your audience is looking for.

“It doesn’t just look like a stamp on a sponsored post. It actually looks like a long-term partnership.”

And that’s where the next lesson comes in clutch. (I’m sorry.) (No, I’m not.)

Lesson 3: Stop thinking in terms of one-and-done.

I asked Laxsav what I suspect is on all of our minds right now: What if I take all this time to make all this content and then they don’t share it?

“There have been times we’ve interviewed CEOs and founders, and they just say ‘Thank you for the content,’ and it never gets shared. But whether they shared or not, you’re still building that relationship.”

Remember that the goal isn’t simply distribution for your content. Whether you’re talking YouTube videos, social media campaigns, blogs, podcasts, or whatever, the goal is a trusted relationship with people your audience trusts.

“You might work with a really big influencer and see a huge spike in traffic that one week. What is that really doing? Consistency is key. Consistently working with a variety of partners that are reaching your target audience.”

“Don’t chase the glossy campaigns of the past. Today’s audiences are far more interested in transparency, relevance, and real value.”

Lingering Questions

Today’s Question

"As marketing shifts from communication and storytelling to creating authentic cultural experiences, how are you or your company rethinking the role of Creative?" — Alicia Mickes, Senior Creative Director, Magic: The Gathering

Today’s Answer

Laxsav says: At Clutch, we’re making sure every content piece is supported by creative that feels rooted in real-life experiences. That means weaving in authentic perspectives from influencers and providers we quote, so the stories aren’t just polished narratives, they’re reflections of what’s actually happening in the market.

Most recently, we’ve been testing more video content that’s intentionally lighter-touch rather than investing in big, glossy productions. We’re seeing that people consistently choose authenticity over stiffness. They want to hear directly from trusted experts in a way that feels conversational and relatable. For us, creative’s role is to amplify those voices and ensure every piece of content feels like an experience buyers can trust and connect with.

Next Week’s Question

Laxsav asks: When it comes to building partnerships for your event, how do you decide which people to collaborate with — whether that’s speakers, creators, or community leaders — to make sure they authentically represent your mission and resonate with your audience?

from Marketing https://blog.hubspot.com/marketing/why-you-should-build-relationships-backward-and-how

Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.)

And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start doing it backward, too.

Deesha Laxsav

Senior Manager of Brand Marketing, Clutch

• Fun fact: Deesha started a (now abandoned) foodie TikTok exploring elite eats in the DC Metro area. (“Turns out, eating was easier than editing videos.”)

• Claim to fame: Built Clutch’s first influencer marketing program, setting the stage for long-term partnerships with top voices in marketing and tech.

Lesson 1: Social marketing has a trust problem.

A stinging 53% of consumers outright distrust paid endorsements, according to a recent survey by the global service marketplace Clutch. And the better polished the content was, the more suspicious it looked. What’s more, 41% of consumers weren’t sure whether they trusted influencers more than brands.

Which is really awkward because… wasn’t influencer marketing supposed to be the silver bullet against brand backlash?

“Our survey makes it clear that consumer trust in influencer marketing has taken a hit,” Laxsav says, but she isn’t deterred. “When we got the data, we didn’t think, ‘We shouldn’t be doing influencer marketing.’ Instead, it was, ‘How do we do it better?’”

She believes that the high number of scattershot paid posts created by one-off marketing campaigns have turned skepticism into a monster.

So maybe the real silver bullet was the friendships we made along the way. No, really. Laxsav says the solution to the influencer backlash is building authentic relationships with content creators and/or partner brands that deeply understand your audience.

And in that endeavor, Laxsav has it entirely backward.

Lesson 2: Make your own opportunities.

Most folks begin a content campaign by asking a content creator to… y’know, create content. But Laxsav finds that it works best when you flip the script. (And, pro tip, this works with brand collabs, too.)

“We’re a small brand, so the first step is just getting through the door. It’s hard getting the attention of these influencers. They’re getting thousands and thousands of emails.”

So, instead, Laxsav asks influencers if they’ll agree to be interviewed by one of Clutch’s executives.

“We’re not asking to appear on their channel. We want them to appear as a guest on our channels.”

Then, and here’s the kicker, YOU create the content. “The number one thing is giving people something to share. We slice up [one interview] into two to three videos that they could promote. We give them graphics. We even give them social media messaging copy. You build this strong promotional toolkit, and you build that relationship. That’s how it starts.”

But that’s not how it ends. The initial campaign acts as an ice breaker for further collaboration, which, in turn, creates the authenticity your audience is looking for.

“It doesn’t just look like a stamp on a sponsored post. It actually looks like a long-term partnership.”

And that’s where the next lesson comes in clutch. (I’m sorry.) (No, I’m not.)

Lesson 3: Stop thinking in terms of one-and-done.

I asked Laxsav what I suspect is on all of our minds right now: What if I take all this time to make all this content and then they don’t share it?

“There have been times we’ve interviewed CEOs and founders, and they just say ‘Thank you for the content,’ and it never gets shared. But whether they shared or not, you’re still building that relationship.”

Remember that the goal isn’t simply distribution for your content. Whether you’re talking YouTube videos, social media campaigns, blogs, podcasts, or whatever, the goal is a trusted relationship with people your audience trusts.

“You might work with a really big influencer and see a huge spike in traffic that one week. What is that really doing? Consistency is key. Consistently working with a variety of partners that are reaching your target audience.”

“Don’t chase the glossy campaigns of the past. Today’s audiences are far more interested in transparency, relevance, and real value.”

Lingering Questions

Today’s Question

"As marketing shifts from communication and storytelling to creating authentic cultural experiences, how are you or your company rethinking the role of Creative?" — Alicia Mickes, Senior Creative Director, Magic: The Gathering

Today’s Answer

Laxsav says: At Clutch, we’re making sure every content piece is supported by creative that feels rooted in real-life experiences. That means weaving in authentic perspectives from influencers and providers we quote, so the stories aren’t just polished narratives, they’re reflections of what’s actually happening in the market.

Most recently, we’ve been testing more video content that’s intentionally lighter-touch rather than investing in big, glossy productions. We’re seeing that people consistently choose authenticity over stiffness. They want to hear directly from trusted experts in a way that feels conversational and relatable. For us, creative’s role is to amplify those voices and ensure every piece of content feels like an experience buyers can trust and connect with.

Next Week’s Question

Laxsav asks: When it comes to building partnerships for your event, how do you decide which people to collaborate with — whether that’s speakers, creators, or community leaders — to make sure they authentically represent your mission and resonate with your audience?

via Perfecte news Non connection

How marketers can boost their executives’ presence on LinkedIn, from a LinkedIn Top Voice

Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It's where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you.

I've seen this firsthand throughout my career. As a founding editor at LinkedIn, I worked on the LinkedIn Influencer program (now known as LinkedIn Top Voices) and watched how the platform evolved into the ultimate professional networking tool.

Since then, I’ve created 20 courses as a LinkedIn Learning Instructor, earned LinkedIn Top Voice recognition with more than 320,000 followers, and wrote about the platform in my bestselling book, Unforgettable Presence.

Most importantly, I've worked with C-Suite executives and senior leaders across Fortune 500 companies, startups, and beyond to help them shape a strategic, credible LinkedIn presence.

What I‘ve learned is this: LinkedIn is the ultimate virtual watercooler. Here’s why it matters, and how marketers can make the most of it.

Why LinkedIn Matters for Executives

The benefits of an executive LinkedIn presence extend far beyond personal branding. Here are the four areas where I've seen the biggest impact.

1. Attract top talent.

Today’s candidates make it a priority to research company leaders before applying for a job. A strong LinkedIn presence builds trust, signals authenticity, and can directly influence a candidate’s decision to join your organization.

It also gives candidates a clearer picture of your company’s culture, values, and what it’s like to work with your leadership team.

2. Establish thought leadership.

Maintaining a consistent presence on LinkedIn positions executives as industry leaders, opening doors to speaking opportunities, interviews, and strategic partnerships. (In fact, many of my own media opportunities have come directly from my LinkedIn.)

Plus, regularly sharing insights or personal reflections can help spark ongoing conversations that reinforce an executive's leadership and credibility over time.

3. Boost company visibility.

Executive posts regularly outperform company posts in reach and engagement. Why? Because people ultimately connect with people. When executives actively engage in online discussions, they amplify the company's overall visibility by showing the human behind the brand. Their presence can make the company feel more authentic, relatable, and trustworthy.

4. Create strong first impressions.

An executive’s LinkedIn profile often creates the critical first impression for investors, partners, and potential collaborators. A comprehensive and engaging profile not only sets clear expectations and establishes credibility but also allows the executive to proactively shape perceptions. It also reinforces your value — well before any meetings or sales conversations take place.

People connect with people, not logos.

Investors, partners, and top talent want genuine human insights—not polished picture-perfect corporate profiles. An executive’s LinkedIn profile should make visitors feel they've genuinely “met” the leader behind the title.

I’ve seen executives with strong in-person presence get negatively impacted by a weak online presence because their profile didn’t reflect who they really are. If someone meets an impressive CEO in person but their LinkedIn is missing a profile picture and has bare bones information, it’s going to impact how you perceive them (this is a real story I heard from someone, by the way!). Executives can avoid this disconnect by ensuring their executive’s profile consistently includes:

• Original insights on industry trends that demonstrate thought leadership.
• Authentic personal reflections and stories that humanize and engage.
• Meaningful milestones and company achievements that build credibility.
• An approachable, authoritative tone that allows you to connect with your audience.

Let’s take a look at these steps in action.

Case Study: How I Helped a Fortune 500 CEO Build Their LinkedIn Presence

Here's how I helped one CEO at a Fortune 500 consumer goods retail company grow a bare bones LinkedIn presence into a recognized LinkedIn Top Voice.

The Situation

This CEO’s team reached out to me knowing how important LinkedIn was for establishing credibility. With major announcements on the horizon, they expected a surge in profile traffic, and needed the page to reflect the leader behind the role.

The Challenge

The CEO’s LinkedIn presence was minimal. His communications team was also uncertain about content strategy, unaware of LinkedIn best practices, and unsure how to authentically represent the CEO’s persona online.

They needed fast, strategic guidance to boost credibility and visibility — especially as industry peers and potential partners would be paying attention.

The Strategy

My approach was systematic and data-driven, prioritizing three steps.

1. Competitor Analysis

We jointly created a list of peer executives and competitors. Then, I analyzed the competition’s content from the past six months. We looked at everything:

• Do they leave comments?
• How many are LinkedIn Top Voices?
• What topics are they posting — personal, professional, or promotional?
• What formats do they use — text, images, or video?

This analysis uncovered unexpected opportunities to differentiate the CEO’s presence (and also get a better understanding of what peers were doing), making their LinkedIn strategy even more impactful.

Pro tip: Don't limit competitor analysis to your industry. Broaden your scope to include executives across sectors who excel on LinkedIn

2. Profile Optimization

I evaluated the executive's profile using my custom rubric, scoring every single part of their profile and providing specific suggestions for improvement based on what I learned about this person and the competitive landscape.

3. Content Strategy Development

We defined content themes and built a posting rhythm that balanced personal and professional content—while also staying realistic about a posting cadence (remember: you don’t want to start off with a schedule that will cause burnout or that is impossible to maintain, especially while ramping up).

The team needed to get approvals, which took time, and wasn't super familiar with the platform. So, we started with simpler company news content first, then gradually incorporated more personal stories tied to professional insights.

The Results

The impact extended far beyond what we initially expected. Within a few months, the executive became a LinkedIn Top Voice, which created a ripple effect throughout the organization. Other C-suite teammates became more active on LinkedIn after seeing the power of his presence firsthand, and it also boosted company culture as employees were excited to get to know their CEO better.

Additionally, the communications team also gained a clearer understanding of the competitive LinkedIn landscape and how to use the platform effectively.

Most importantly, we saw meaningful increases in the metrics that actually matter: follower count, profile views, connection requests, and direct messages. These are all clear indicators that people were not only seeing the content but taking actionable steps to stay connected.

Pro tip: While nothing is guaranteed on LinkedIn, a good rule of thumb is consistent activity on LinkedIn (at least 1x/week) should give you enough data to assess what is working. When you double down on that, you will slowly start to see momentum (remember: LinkedIn is a long game!).

How Marketers Can Support Executive LinkedIn Success

If you‘re a marketer looking to boost your executive’s LinkedIn presence, here's your tactical playbook to get started.

1. Define content pillars and voice.

Start by identifying two to three core themes that align with your executive‘s expertise and your company’s goals. These might include leadership, innovation, people development, or industry trends.

Then decide on the tone: Are they visionary? Warm? Analytical? Direct?

To uncover the right themes and tone, ask reflective questions like:

• What are you passionate about?
• How did you end up in this industry?
• What made you want to pursue a C-suite role?
• What was a big challenge or turning point in your career?

These questions help you understand who they are — not just as a leader, but as a person — and give you stories to draw from later.

Pro tip: Executives at large public companies often have less room for experimentation on LinkedIn. Make sure to coordinate closely with both the communications and executive teams to ensure alignment from the start.

2. Choose your content formats.

Text posts are often the easiest starting point. Add a photo when possible for better engagement (posts with images get 2x the number of comments).

While video is having a big moment on LinkedIn, it‘s a heavier lift for executives and their teams. I don’t see many executives doing carousels.

3. Balance your content mix.

I recommend four types of LinkedIn content: personal, educational, professional, and promotional. Promotional posts should make up no more than 25% of your overall content. The balance between the first three depends on your executive and team goals, but mixing them creates a compelling combination.

When you're starting out, company news (like earnings reports) is often the easiest content to create because it is more straightforward. As you build confidence, incorporate more personal stories — always tied to professional insights — like sharing experiences from industry events or leadership lessons learned.

Pro tip: Don't underestimate the power of commenting on LinkedIn. It builds reputation and reach with minimal effort.

4. Track what actually matters.

Don‘t get caught up in vanity metrics. I actually don’t include engagement as a main KPI when working with executives, because no one has control over the algorithm or how people will engage.

Instead, focus on metrics that indicate genuine interest: follower growth, profile visits, connection requests, and direct messages. These show that people are seeing your content and are interested in taking the next step.

5. Stay consistent.

You don't need to post every day, but consistency is crucial for staying top of mind. According to LinkedIn Top Voices program requirements, aim for at least two original posts per month.

Showing up regularly builds familiarity — and familiarity builds trust.

Start today, build tomorrow.

LinkedIn is an essential tool for executives aiming to amplify their influence and elevate their companies. Don't wait for strategic milestones or annual reviews. Initiate conversations now about their online presence.

Clarify what they want to be known for. Identify the stories that will resonate. The sooner you start, the stronger their presence will be.

from Marketing https://blog.hubspot.com/marketing/boost-executive-presence

Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It's where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you.

I've seen this firsthand throughout my career. As a founding editor at LinkedIn, I worked on the LinkedIn Influencer program (now known as LinkedIn Top Voices) and watched how the platform evolved into the ultimate professional networking tool.

Since then, I’ve created 20 courses as a LinkedIn Learning Instructor, earned LinkedIn Top Voice recognition with more than 320,000 followers, and wrote about the platform in my bestselling book, Unforgettable Presence.

Most importantly, I've worked with C-Suite executives and senior leaders across Fortune 500 companies, startups, and beyond to help them shape a strategic, credible LinkedIn presence.

What I‘ve learned is this: LinkedIn is the ultimate virtual watercooler. Here’s why it matters, and how marketers can make the most of it.

Why LinkedIn Matters for Executives

The benefits of an executive LinkedIn presence extend far beyond personal branding. Here are the four areas where I've seen the biggest impact.

1. Attract top talent.

Today’s candidates make it a priority to research company leaders before applying for a job. A strong LinkedIn presence builds trust, signals authenticity, and can directly influence a candidate’s decision to join your organization.

It also gives candidates a clearer picture of your company’s culture, values, and what it’s like to work with your leadership team.

2. Establish thought leadership.

Maintaining a consistent presence on LinkedIn positions executives as industry leaders, opening doors to speaking opportunities, interviews, and strategic partnerships. (In fact, many of my own media opportunities have come directly from my LinkedIn.)

Plus, regularly sharing insights or personal reflections can help spark ongoing conversations that reinforce an executive's leadership and credibility over time.

3. Boost company visibility.

Executive posts regularly outperform company posts in reach and engagement. Why? Because people ultimately connect with people. When executives actively engage in online discussions, they amplify the company's overall visibility by showing the human behind the brand. Their presence can make the company feel more authentic, relatable, and trustworthy.

4. Create strong first impressions.

An executive’s LinkedIn profile often creates the critical first impression for investors, partners, and potential collaborators. A comprehensive and engaging profile not only sets clear expectations and establishes credibility but also allows the executive to proactively shape perceptions. It also reinforces your value — well before any meetings or sales conversations take place.

People connect with people, not logos.

Investors, partners, and top talent want genuine human insights—not polished picture-perfect corporate profiles. An executive’s LinkedIn profile should make visitors feel they've genuinely “met” the leader behind the title.

I’ve seen executives with strong in-person presence get negatively impacted by a weak online presence because their profile didn’t reflect who they really are. If someone meets an impressive CEO in person but their LinkedIn is missing a profile picture and has bare bones information, it’s going to impact how you perceive them (this is a real story I heard from someone, by the way!). Executives can avoid this disconnect by ensuring their executive’s profile consistently includes:

• Original insights on industry trends that demonstrate thought leadership.
• Authentic personal reflections and stories that humanize and engage.
• Meaningful milestones and company achievements that build credibility.
• An approachable, authoritative tone that allows you to connect with your audience.

Let’s take a look at these steps in action.

Case Study: How I Helped a Fortune 500 CEO Build Their LinkedIn Presence

Here's how I helped one CEO at a Fortune 500 consumer goods retail company grow a bare bones LinkedIn presence into a recognized LinkedIn Top Voice.

The Situation

This CEO’s team reached out to me knowing how important LinkedIn was for establishing credibility. With major announcements on the horizon, they expected a surge in profile traffic, and needed the page to reflect the leader behind the role.

The Challenge

The CEO’s LinkedIn presence was minimal. His communications team was also uncertain about content strategy, unaware of LinkedIn best practices, and unsure how to authentically represent the CEO’s persona online.

They needed fast, strategic guidance to boost credibility and visibility — especially as industry peers and potential partners would be paying attention.

The Strategy

My approach was systematic and data-driven, prioritizing three steps.

1. Competitor Analysis

We jointly created a list of peer executives and competitors. Then, I analyzed the competition’s content from the past six months. We looked at everything:

• Do they leave comments?
• How many are LinkedIn Top Voices?
• What topics are they posting — personal, professional, or promotional?
• What formats do they use — text, images, or video?

This analysis uncovered unexpected opportunities to differentiate the CEO’s presence (and also get a better understanding of what peers were doing), making their LinkedIn strategy even more impactful.

Pro tip: Don't limit competitor analysis to your industry. Broaden your scope to include executives across sectors who excel on LinkedIn

2. Profile Optimization

I evaluated the executive's profile using my custom rubric, scoring every single part of their profile and providing specific suggestions for improvement based on what I learned about this person and the competitive landscape.

3. Content Strategy Development

We defined content themes and built a posting rhythm that balanced personal and professional content—while also staying realistic about a posting cadence (remember: you don’t want to start off with a schedule that will cause burnout or that is impossible to maintain, especially while ramping up).

The team needed to get approvals, which took time, and wasn't super familiar with the platform. So, we started with simpler company news content first, then gradually incorporated more personal stories tied to professional insights.

The Results

The impact extended far beyond what we initially expected. Within a few months, the executive became a LinkedIn Top Voice, which created a ripple effect throughout the organization. Other C-suite teammates became more active on LinkedIn after seeing the power of his presence firsthand, and it also boosted company culture as employees were excited to get to know their CEO better.

Additionally, the communications team also gained a clearer understanding of the competitive LinkedIn landscape and how to use the platform effectively.

Most importantly, we saw meaningful increases in the metrics that actually matter: follower count, profile views, connection requests, and direct messages. These are all clear indicators that people were not only seeing the content but taking actionable steps to stay connected.

Pro tip: While nothing is guaranteed on LinkedIn, a good rule of thumb is consistent activity on LinkedIn (at least 1x/week) should give you enough data to assess what is working. When you double down on that, you will slowly start to see momentum (remember: LinkedIn is a long game!).

How Marketers Can Support Executive LinkedIn Success

If you‘re a marketer looking to boost your executive’s LinkedIn presence, here's your tactical playbook to get started.

1. Define content pillars and voice.

Start by identifying two to three core themes that align with your executive‘s expertise and your company’s goals. These might include leadership, innovation, people development, or industry trends.

Then decide on the tone: Are they visionary? Warm? Analytical? Direct?

To uncover the right themes and tone, ask reflective questions like:

• What are you passionate about?
• How did you end up in this industry?
• What made you want to pursue a C-suite role?
• What was a big challenge or turning point in your career?

These questions help you understand who they are — not just as a leader, but as a person — and give you stories to draw from later.

Pro tip: Executives at large public companies often have less room for experimentation on LinkedIn. Make sure to coordinate closely with both the communications and executive teams to ensure alignment from the start.

2. Choose your content formats.

Text posts are often the easiest starting point. Add a photo when possible for better engagement (posts with images get 2x the number of comments).

While video is having a big moment on LinkedIn, it‘s a heavier lift for executives and their teams. I don’t see many executives doing carousels.

3. Balance your content mix.

I recommend four types of LinkedIn content: personal, educational, professional, and promotional. Promotional posts should make up no more than 25% of your overall content. The balance between the first three depends on your executive and team goals, but mixing them creates a compelling combination.

When you're starting out, company news (like earnings reports) is often the easiest content to create because it is more straightforward. As you build confidence, incorporate more personal stories — always tied to professional insights — like sharing experiences from industry events or leadership lessons learned.

Pro tip: Don't underestimate the power of commenting on LinkedIn. It builds reputation and reach with minimal effort.

4. Track what actually matters.

Don‘t get caught up in vanity metrics. I actually don’t include engagement as a main KPI when working with executives, because no one has control over the algorithm or how people will engage.

Instead, focus on metrics that indicate genuine interest: follower growth, profile visits, connection requests, and direct messages. These show that people are seeing your content and are interested in taking the next step.

5. Stay consistent.

You don't need to post every day, but consistency is crucial for staying top of mind. According to LinkedIn Top Voices program requirements, aim for at least two original posts per month.

Showing up regularly builds familiarity — and familiarity builds trust.

Start today, build tomorrow.

LinkedIn is an essential tool for executives aiming to amplify their influence and elevate their companies. Don't wait for strategic milestones or annual reviews. Initiate conversations now about their online presence.

Clarify what they want to be known for. Identify the stories that will resonate. The sooner you start, the stronger their presence will be.

via Perfecte news Non connection

Marketing career path report: What 100+ marketers told us about growth and job security

When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice or necessity.

The workplace and job market are more unpredictable than ever. Between the economy, competitive hiring processes, and the ever-present elephant in the room (AI), many marketers are wondering what shifts they need to make to stay competitive.

To find out, I surveyed 100 marketing and advertising professionals and spoke with leaders inside and outside HubSpot. Here’s what I uncovered.

Table of Contents

• The State of the Job Market
• How Marketers Are Making Themselves More Competitive
• Tools the Most Productive Marketers Are Using
• What Leaders Look for in Promotions
• What Employers Can Do to Better Support Career Growth

The State of the Job Market

It might surprise you to learn that most marketers are exploring new opportunities.

In our survey, 69% of respondents have looked for a new marketing job in the past 12 months, whether actively (32%) or passively (37%).

The top reasons? Higher salary (81%), more flexibility (54%), and better promotion opportunities (39%).

Desire to work at a different type of company (28%) and burnout or lack of support (24%) round out the top five.

Promotions are common — but not guaranteed.

I uncovered that 54% of marketers have pursued a promotion at their current company in the last year, and another 27% plan to.

Just under half were successful.

Those who advanced pointed to work ethic, experience, and visibility as the biggest factors. Those who didn’t cited politics, lack of opportunity, or perceived experience gaps — some also noted gender or age bias.

Confidence in career growth is mixed.

Want to hear the good news? (It’s promising whether you’re an employer or a job-seeker).

Fewer than 10% of respondents expressed low confidence in their ability to advance their marketing career path at their current company. And 43% reported that they are very confident in their ability to do so.

Marketers are navigating career pivots — here's how.

For marketers who aren’t seeing the advancement they want, the next step isn’t always chasing another full-time role right away.

Some are taking time to find the right job.

Ron Dawson, senior manager of HubSpot for Startups, mentions that it’s tough out there. “I know people who have taken one to two years to land their next role. Staying visible — especially on LinkedIn — and staying up on what’s happening in the industry is crucial.”

Others are striking out on their own.

Freelancing and contract work can feel uncertain, but it also offers control. Matt Hall, co-founder of Common People, explained his perspective:

“I don’t see contract work as any riskier than a job. Everyone knows someone who’s been ‘let go’ through no fault of their own. We’re the CEOs of our own careers. No one has as much investment in our long-term security as we do individually.”

Some are returning to in-house roles.

This is where I personally relate the most. After years of running my own show, I understand the appeal of a steady paycheck and renewed opportunities for growth, and recently went in-house with a client.

Freelance writer and strategist Derek Hambrick put it simply, saying, “The current job market is such that I’ve decided to close my freelance business. I’m seeking full-time employment, which is something I said I would never do. Times are what they are.”

Brand strategist Lindsay Hyatt agrees: “In 2025, I’m re-entering the corporate world for the stability of a paycheck and fresh growth opportunities.”

How Marketers Are Making Themselves More Competitive

In an unpredictable job market, the marketers I spoke to know that opportunities aren’t likely to land at their feet. They’re actively sharpening their skills and making themselves stand out — whether externally on platforms like LinkedIn, or internally within their companies.

I’ve learned that it’s not just about the work you do, but how you position yourself.

Our survey revealed where most marketers are focusing their efforts:

• 62% are learning new skills (e.g., AI, analytics, SEO, paid media).
• 45% are getting certifications or additional education.
• 43% are building their personal brand or content presence.
• 38% are taking on stretch projects or cross-functional work.
• 31% are seeking mentorship or coaching.
• Only 4% aren’t actively doing anything to make themselves more competitive.

Adaptability and Problem-solving

I’ve learned that adaptability can open doors even when your resume doesn’t align perfectly with a job description. That skill — being able to quickly pivot and solve problems — has been a lifeline in my own marketing career path.

Taking a growth mindset and saying “I can learn how to do that,” often makes all the difference — in how I see myself, and how I present myself to others.

Upskilling (Especially AI)

One clear trend? The marketers who are staying competitive are leaning hard into learning — especially around AI.

I’ve spent the past year experimenting with AI tools myself, figuring out how they can help me work smarter, not just faster. I’ve used them for everything from data analysis to figuring out how to implement my ideas. And I’m not alone.

Amanda Huffman, marketing manager on HubSpot’s Global Growth Team, says that experimentation is key.

“I’ve been learning how to optimize content for AI search platforms like ChatGPT and Google AI Overviews by trying things out and learning as I go. Our team even runs AI Grow Hour twice a month to share how we’re using AI.”

Building Visibility and a Personal Brand

Something near and dear to my heart is helping marketers gain comfort in promoting themselves.

I’ve found that one of the easiest ways to do this is to shift how you think about “self-promotion.” By focusing less on telling everyone how awesome you are (even though you are) and more on how you can help people solve their problems, you can really highlight your experience and show up as your true self.

But it’s not just about showing up “out there.” Marketers who want to grow within their current companies need to position themselves internally as well.

Laura M. Browning, principal newsletter writer at HubSpot, emphasizes this point:

“Many of us (especially if you were socialized as female) are inherently uncomfortable with self-promotion. But it’s a learnable skill. I think about it in terms of sharing my excitement about something, whether it’s a blog post I’ve written that I want my co-workers to see or something I’m promoting on LinkedIn. If you’re passionate about something, it’ll show — and you’ll attract an audience.”

Aligning Ambitions With Company Needs

One of the biggest lessons I’ve learned is that career growth isn’t just about what you want — it’s about how your goals align with the company’s priorities.

Browning explained that a conversation with her boss about her “strengths, interests, and ambitions — and where they fit with the company’s needs” opened up a year-long team lead program that’s building her management skills.

Nicole Morton echoed a similar mindset, saying, “I’m leaning into my strengths in strategic positioning and marketing automation while also building thought leadership. Visibility inside and outside the company is critical.”

Takeaway: Marketers who stay competitive don’t rest on their laurels. They’re naturally curious about how to do things better — and how to adapt what they know to make a bigger impact.

Tools the Most Productive Marketers Are Using

When it comes to staying competitive, the right tools can make or break your ability to deliver results without burning out. And that means balancing diving into new tools with understanding the (constantly) expanding capabilities your current tools share.

A word of caution: It’s easy to get excited about shiny new platforms, but too many tools can create confusion, redundant features, and data silos.

I’ve found that looking for integrations and overlap is key — often the tools you already use (like project management, analytics, or CRM platforms) have built-in functionality you can activate without adding yet another login. Keeping things simple saves money and helps you get the most out of your tools without costing you more time.

So what tools have helped the marketers we surveyed achieve the most visibility and results?

• 33.7% – AI Tools (ChatGPT, Claude, Gemini, Copilot, etc.).
• 22.1% – Social Media Platforms (LinkedIn, TikTok, Instagram, etc.).
• 10.5% – Analytics & Data Tools (Google Analytics, SEMRush, Data Visualization Tools, Trends).
• 8.4% – Productivity & Project Management (Trello, Teams, Basecamp, etc.).
• 7.4% – Job Search & Career Platforms (Indeed, Glassdoor, etc.).
• 5.3% – Creative & Design Tools (Canva, Adobe, WordPress).
• 5.3% – Learning & Education Platforms (Coursera, LinkedIn Learning).
• 5.3% – Email & Marketing Platforms (HubSpot, Mailchimp).

AI tools are now a minimum requirement.

With a third of marketers calling out AI as their most impactful category of tools, it’s clear these platforms are no longer “nice-to-haves.”

I use AI daily to brainstorm, analyze data, and streamline repetitive tasks. It’s become one of the easiest ways to stay efficient and free up time for higher-impact work. (And I recently wrote this post comparing the top tools out there.)

Ron Dawson has a similar perspective: “Learning AI is table stakes for staying competitive. Beyond that, you need to take risks. AI tools like Claude, ChatGPT, NotebookLM, and Gamma are part of my daily workflow. They help me research, write, and automate, so I can focus on strategy.”

Amy Rigby uses AI as a thought partner as much as a time saver, sharing how she’s “been using ChatGPT and Claude to poke holes in my work and deepen my understanding of complex topics.”

Social media platforms build visibility.

But AI alone isn’t enough to get you the visibility you need to further your marketing career path. Remember, nearly a quarter of marketers we surveyed named LinkedIn, TikTok, Instagram, or other social platforms as their most effective tools for visibility.

Rigby echoed this and shared how she’s experimented with post types and short-form video: “My most successful post was a vulnerable one about the challenges of being a writer in the age of AI — people are hungry for authentic, human perspectives.”

As for me, I’ve also seen how consistent engagement on LinkedIn has helped me showcase my work and stay top of mind with potential collaborators and hiring managers.

Project management and productivity tools keep teams organized.

How about the 8.4% of marketers who pointed to project management platforms like Trello, Asana, or Teams as their key productivity drivers? I’m a huge fan of ClickUp and Monday myself — keeping tasks out of my head and into a system is the only way I stay sane.

Dawson has found Asana to be a game-changer, “because it gets tasks out of my head and keeps me organized.”

Browning even uses AI to plan her work calendar. “Claude prioritizes assignments in minutes instead of hours and helps me see the whole month at a glance.”

Some marketers are trimming their tech stacks.

Not everyone is adding more tools; some are taking the opposite approach. Of respondents, 27% cited “other” tools, often describing pared-down, minimalist stacks that fit their unique workflows.

Lindsay Hyatt pared back her tech stack, saying, “Google Calendar, Notes, Canva, and Zoom get me most of the way there. Cutting unnecessary tools was the best thing I did for my productivity.”

Takeaway: The most productive marketers aren’t the ones juggling the longest list of tools — though versatility can be a plus. They’re the ones who know which platforms truly drive visibility, results, and efficiency, and use them consistently.

What Leaders Look for in Promotions

Since promotions are such a hot topic right now, let’s have a look at what makes candidates most promotable.

Problem-solving and adaptability are key.

“I’m interested in people who can apply problem-solving skills across different types of work,” said Karla Hesterberg, director of the HubSpot Blog. “That’s what helps people grow with the organization, not a perfectly matched set of past experiences.”

This insight mirrors what I’m hearing “in the wild.” Leaders are far more likely to promote someone who can grow with the company and learn than someone who only checks the boxes.

Visibility matters — but it’s about value.

In practice, visibility means consistently showing your work and the value you bring, including offering solutions in meetings, building relationships with advocates, or taking on cross-functional work

Proactivity and a growth mindset make the difference.

Leaders notice when you take ownership of your growth — through mentorship, certifications, or asking for feedback.

What Employers Can Do to Better Support Career Growth

If you’re a hiring manager reading this — I wanted to include this section just for you. I asked the marketers we surveyed: “What’s one thing companies (including your current employer) could do to better support your career growth?”

Most responses fell into three categories:

• Invest in training and skill-building (40%). Offer structured development opportunities: launch mentorship programs, fund certifications, outline clear advancement pathways, and provide leadership training.
• Communicate and recognize consistently (30.8%). Set clear expectations, hold regular career-focused check-ins, and recognize great work publicly and privately to build trust and motivation.
• Reward employees competitively (29.2%). Review compensation regularly, improve benefits, and offer flexible schedules and remote work options to retain top performers.

Takeaway: When companies invest in skill-building, communicate clearly, and reward employees fairly, they can improve morale and create a strong pipeline of future leaders.

The Big Picture

The data, my conversations, and my own career experience all point to the same truth: The marketing career path isn’t linear anymore — if it ever was in the first place. I see that as a very positive thing because it puts your next step as a marketer firmly in your own hands.

The marketers thriving right now are the ones taking ownership of their careers and staying open to possibilities. They’re learning how to evaluate opportunities not just for titles or salary bumps, but for how each step moves them toward the kind of work — and life — they want.

For companies, this shifting landscape is a chance to rethink how they support talent. The marketers we surveyed made it clear. When employers invest in development, communicate clearly, and build paths for people to grow, they don’t just retain great employees — they create stronger businesses.

So what’s next?

If you’re an individual marketer: Take an honest look at your skills, visibility, and network, and choose one area to improve in the next three months.

If you’re a hiring manager: Audit your team’s career support and start offering clear paths for growth — small steps now will help you attract and keep the people who can help you move forward.

from Marketing https://blog.hubspot.com/marketing/marketing-career-path-research

When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice or necessity.

The workplace and job market are more unpredictable than ever. Between the economy, competitive hiring processes, and the ever-present elephant in the room (AI), many marketers are wondering what shifts they need to make to stay competitive.

To find out, I surveyed 100 marketing and advertising professionals and spoke with leaders inside and outside HubSpot. Here’s what I uncovered.

Table of Contents

• The State of the Job Market
• How Marketers Are Making Themselves More Competitive
• Tools the Most Productive Marketers Are Using
• What Leaders Look for in Promotions
• What Employers Can Do to Better Support Career Growth

The State of the Job Market

It might surprise you to learn that most marketers are exploring new opportunities.

In our survey, 69% of respondents have looked for a new marketing job in the past 12 months, whether actively (32%) or passively (37%).

The top reasons? Higher salary (81%), more flexibility (54%), and better promotion opportunities (39%).

Desire to work at a different type of company (28%) and burnout or lack of support (24%) round out the top five.

Promotions are common — but not guaranteed.

I uncovered that 54% of marketers have pursued a promotion at their current company in the last year, and another 27% plan to.

Just under half were successful.

Those who advanced pointed to work ethic, experience, and visibility as the biggest factors. Those who didn’t cited politics, lack of opportunity, or perceived experience gaps — some also noted gender or age bias.

Confidence in career growth is mixed.

Want to hear the good news? (It’s promising whether you’re an employer or a job-seeker).

Fewer than 10% of respondents expressed low confidence in their ability to advance their marketing career path at their current company. And 43% reported that they are very confident in their ability to do so.

Marketers are navigating career pivots — here's how.

For marketers who aren’t seeing the advancement they want, the next step isn’t always chasing another full-time role right away.

Some are taking time to find the right job.

Ron Dawson, senior manager of HubSpot for Startups, mentions that it’s tough out there. “I know people who have taken one to two years to land their next role. Staying visible — especially on LinkedIn — and staying up on what’s happening in the industry is crucial.”

Others are striking out on their own.

Freelancing and contract work can feel uncertain, but it also offers control. Matt Hall, co-founder of Common People, explained his perspective:

“I don’t see contract work as any riskier than a job. Everyone knows someone who’s been ‘let go’ through no fault of their own. We’re the CEOs of our own careers. No one has as much investment in our long-term security as we do individually.”

Some are returning to in-house roles.

This is where I personally relate the most. After years of running my own show, I understand the appeal of a steady paycheck and renewed opportunities for growth, and recently went in-house with a client.

Freelance writer and strategist Derek Hambrick put it simply, saying, “The current job market is such that I’ve decided to close my freelance business. I’m seeking full-time employment, which is something I said I would never do. Times are what they are.”

Brand strategist Lindsay Hyatt agrees: “In 2025, I’m re-entering the corporate world for the stability of a paycheck and fresh growth opportunities.”

How Marketers Are Making Themselves More Competitive

In an unpredictable job market, the marketers I spoke to know that opportunities aren’t likely to land at their feet. They’re actively sharpening their skills and making themselves stand out — whether externally on platforms like LinkedIn, or internally within their companies.

I’ve learned that it’s not just about the work you do, but how you position yourself.

Our survey revealed where most marketers are focusing their efforts:

• 62% are learning new skills (e.g., AI, analytics, SEO, paid media).
• 45% are getting certifications or additional education.
• 43% are building their personal brand or content presence.
• 38% are taking on stretch projects or cross-functional work.
• 31% are seeking mentorship or coaching.
• Only 4% aren’t actively doing anything to make themselves more competitive.

Adaptability and Problem-solving

I’ve learned that adaptability can open doors even when your resume doesn’t align perfectly with a job description. That skill — being able to quickly pivot and solve problems — has been a lifeline in my own marketing career path.

Taking a growth mindset and saying “I can learn how to do that,” often makes all the difference — in how I see myself, and how I present myself to others.

Upskilling (Especially AI)

One clear trend? The marketers who are staying competitive are leaning hard into learning — especially around AI.

I’ve spent the past year experimenting with AI tools myself, figuring out how they can help me work smarter, not just faster. I’ve used them for everything from data analysis to figuring out how to implement my ideas. And I’m not alone.

Amanda Huffman, marketing manager on HubSpot’s Global Growth Team, says that experimentation is key.

“I’ve been learning how to optimize content for AI search platforms like ChatGPT and Google AI Overviews by trying things out and learning as I go. Our team even runs AI Grow Hour twice a month to share how we’re using AI.”

Building Visibility and a Personal Brand

Something near and dear to my heart is helping marketers gain comfort in promoting themselves.

I’ve found that one of the easiest ways to do this is to shift how you think about “self-promotion.” By focusing less on telling everyone how awesome you are (even though you are) and more on how you can help people solve their problems, you can really highlight your experience and show up as your true self.

But it’s not just about showing up “out there.” Marketers who want to grow within their current companies need to position themselves internally as well.

Laura M. Browning, principal newsletter writer at HubSpot, emphasizes this point:

“Many of us (especially if you were socialized as female) are inherently uncomfortable with self-promotion. But it’s a learnable skill. I think about it in terms of sharing my excitement about something, whether it’s a blog post I’ve written that I want my co-workers to see or something I’m promoting on LinkedIn. If you’re passionate about something, it’ll show — and you’ll attract an audience.”

Aligning Ambitions With Company Needs

One of the biggest lessons I’ve learned is that career growth isn’t just about what you want — it’s about how your goals align with the company’s priorities.

Browning explained that a conversation with her boss about her “strengths, interests, and ambitions — and where they fit with the company’s needs” opened up a year-long team lead program that’s building her management skills.

Nicole Morton echoed a similar mindset, saying, “I’m leaning into my strengths in strategic positioning and marketing automation while also building thought leadership. Visibility inside and outside the company is critical.”

Takeaway: Marketers who stay competitive don’t rest on their laurels. They’re naturally curious about how to do things better — and how to adapt what they know to make a bigger impact.

Tools the Most Productive Marketers Are Using

When it comes to staying competitive, the right tools can make or break your ability to deliver results without burning out. And that means balancing diving into new tools with understanding the (constantly) expanding capabilities your current tools share.

A word of caution: It’s easy to get excited about shiny new platforms, but too many tools can create confusion, redundant features, and data silos.

I’ve found that looking for integrations and overlap is key — often the tools you already use (like project management, analytics, or CRM platforms) have built-in functionality you can activate without adding yet another login. Keeping things simple saves money and helps you get the most out of your tools without costing you more time.

So what tools have helped the marketers we surveyed achieve the most visibility and results?

• 33.7% – AI Tools (ChatGPT, Claude, Gemini, Copilot, etc.).
• 22.1% – Social Media Platforms (LinkedIn, TikTok, Instagram, etc.).
• 10.5% – Analytics & Data Tools (Google Analytics, SEMRush, Data Visualization Tools, Trends).
• 8.4% – Productivity & Project Management (Trello, Teams, Basecamp, etc.).
• 7.4% – Job Search & Career Platforms (Indeed, Glassdoor, etc.).
• 5.3% – Creative & Design Tools (Canva, Adobe, WordPress).
• 5.3% – Learning & Education Platforms (Coursera, LinkedIn Learning).
• 5.3% – Email & Marketing Platforms (HubSpot, Mailchimp).

AI tools are now a minimum requirement.

With a third of marketers calling out AI as their most impactful category of tools, it’s clear these platforms are no longer “nice-to-haves.”

I use AI daily to brainstorm, analyze data, and streamline repetitive tasks. It’s become one of the easiest ways to stay efficient and free up time for higher-impact work. (And I recently wrote this post comparing the top tools out there.)

Ron Dawson has a similar perspective: “Learning AI is table stakes for staying competitive. Beyond that, you need to take risks. AI tools like Claude, ChatGPT, NotebookLM, and Gamma are part of my daily workflow. They help me research, write, and automate, so I can focus on strategy.”

Amy Rigby uses AI as a thought partner as much as a time saver, sharing how she’s “been using ChatGPT and Claude to poke holes in my work and deepen my understanding of complex topics.”

Social media platforms build visibility.

But AI alone isn’t enough to get you the visibility you need to further your marketing career path. Remember, nearly a quarter of marketers we surveyed named LinkedIn, TikTok, Instagram, or other social platforms as their most effective tools for visibility.

Rigby echoed this and shared how she’s experimented with post types and short-form video: “My most successful post was a vulnerable one about the challenges of being a writer in the age of AI — people are hungry for authentic, human perspectives.”

As for me, I’ve also seen how consistent engagement on LinkedIn has helped me showcase my work and stay top of mind with potential collaborators and hiring managers.

Project management and productivity tools keep teams organized.

How about the 8.4% of marketers who pointed to project management platforms like Trello, Asana, or Teams as their key productivity drivers? I’m a huge fan of ClickUp and Monday myself — keeping tasks out of my head and into a system is the only way I stay sane.

Dawson has found Asana to be a game-changer, “because it gets tasks out of my head and keeps me organized.”

Browning even uses AI to plan her work calendar. “Claude prioritizes assignments in minutes instead of hours and helps me see the whole month at a glance.”

Some marketers are trimming their tech stacks.

Not everyone is adding more tools; some are taking the opposite approach. Of respondents, 27% cited “other” tools, often describing pared-down, minimalist stacks that fit their unique workflows.

Lindsay Hyatt pared back her tech stack, saying, “Google Calendar, Notes, Canva, and Zoom get me most of the way there. Cutting unnecessary tools was the best thing I did for my productivity.”

Takeaway: The most productive marketers aren’t the ones juggling the longest list of tools — though versatility can be a plus. They’re the ones who know which platforms truly drive visibility, results, and efficiency, and use them consistently.

What Leaders Look for in Promotions

Since promotions are such a hot topic right now, let’s have a look at what makes candidates most promotable.

Problem-solving and adaptability are key.

“I’m interested in people who can apply problem-solving skills across different types of work,” said Karla Hesterberg, director of the HubSpot Blog. “That’s what helps people grow with the organization, not a perfectly matched set of past experiences.”

This insight mirrors what I’m hearing “in the wild.” Leaders are far more likely to promote someone who can grow with the company and learn than someone who only checks the boxes.

Visibility matters — but it’s about value.

In practice, visibility means consistently showing your work and the value you bring, including offering solutions in meetings, building relationships with advocates, or taking on cross-functional work

Proactivity and a growth mindset make the difference.

Leaders notice when you take ownership of your growth — through mentorship, certifications, or asking for feedback.

What Employers Can Do to Better Support Career Growth

If you’re a hiring manager reading this — I wanted to include this section just for you. I asked the marketers we surveyed: “What’s one thing companies (including your current employer) could do to better support your career growth?”

Most responses fell into three categories:

• Invest in training and skill-building (40%). Offer structured development opportunities: launch mentorship programs, fund certifications, outline clear advancement pathways, and provide leadership training.
• Communicate and recognize consistently (30.8%). Set clear expectations, hold regular career-focused check-ins, and recognize great work publicly and privately to build trust and motivation.
• Reward employees competitively (29.2%). Review compensation regularly, improve benefits, and offer flexible schedules and remote work options to retain top performers.

Takeaway: When companies invest in skill-building, communicate clearly, and reward employees fairly, they can improve morale and create a strong pipeline of future leaders.

The Big Picture

The data, my conversations, and my own career experience all point to the same truth: The marketing career path isn’t linear anymore — if it ever was in the first place. I see that as a very positive thing because it puts your next step as a marketer firmly in your own hands.

The marketers thriving right now are the ones taking ownership of their careers and staying open to possibilities. They’re learning how to evaluate opportunities not just for titles or salary bumps, but for how each step moves them toward the kind of work — and life — they want.

For companies, this shifting landscape is a chance to rethink how they support talent. The marketers we surveyed made it clear. When employers invest in development, communicate clearly, and build paths for people to grow, they don’t just retain great employees — they create stronger businesses.

So what’s next?

If you’re an individual marketer: Take an honest look at your skills, visibility, and network, and choose one area to improve in the next three months.

If you’re a hiring manager: Audit your team’s career support and start offering clear paths for growth — small steps now will help you attract and keep the people who can help you move forward.

via Perfecte news Non connection

The psychological reason brands use the power of association to sell

In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food.

He ran experiments where he’d ring a bell right before he fed his dogs. After repeating this several times, the dogs started salivating at the sound of the bell alone, no food needed.

Pavlov had identified classical conditioning, or learning to associate one stimulus (the bell) with a different stimulus (the food) to produce a conditioned response (salivation).

Now, I like to think I’m a little bit more evolved than those dogs. I’d hope I wouldn’t fall for the same tricks. But I do. In fact, we all do.

The Real Reason You Love That New Car Smell

Take the “new car smell” as my first example. No one is born liking this smell. Instead, we learn to like this smell through repeated associations. That new car smell becomes associated with the pleasurable experience of sitting in a shiny, clean new car.

Yet this association can be hacked to alter our perception.

Charles Spence, in his terrific book Sensehacking, describes how Rolls-Royce customers sent their cars in for service, and they returned to their owners seemingly brand new. Rolls-Royce managing director Hugh Hadland is quoted as saying, “People say they don‘t understand what we’ve done, but that their cars come back different and better.”

How did Rolls-Royce deliver this incredible service?

Apparently, by spraying the car with an aromatic mixture of leather and wood designed to capture that distinctive new car smell. The scent has become so iconic that the brand released it as a fragrance that can help keep a Rolls-Royce smelling great for longer.

Source

It’s a perfect example of classical conditioning at work — this time on humans. It’s the same formula. We learn to associate one stimulus (new car smell) with another (a new car), producing a conditioned response (believing you’re sitting in a new car).

It’s not the only associative hack pulled off by car manufacturers.

One 2011 study found that students overestimated a car’s speed when the noise of the car was artificially increased. Likewise, one 2008 study found that lowering the in-car noise by five decibels led people to underestimate its speed by 10%.

This is because over time, we’ve built an association between sound and speed. F1 cars make deafening noises, as do jet planes. We have learned to expect that fast cars do the same. So it’s no surprise that some Volkswagen Golf models use sound actuators to help boost the roar of the engine.

From Beer Logos to Air Conditioning — Association Drives Sales

There’s another association spotted by Charles Spence in Sensehacking that’s far too common to be a fluke: beer brands and stars.

Dozens of beer brands seem to include a star shape in their logos: think Estrella, Heineken, Newcastle Brown Ale, and Sapporo. Bintang’s star is visible across most of Indonesia, and in Nigeria, one of the top-selling beers is literally called Star Lager.

Why this link between stars and beer?

Well, Spence says it's due to how we associate carbonation and bitterness with angularity. A star’s angular shape nudges us to think of a refreshing, cold, carbonated beverage.

These attempts to hack our associations aren’t just used by fast cars and beer brands — even luxury stores selling premium goods do the same.

Take Lisa Heschong’s research for her 1979 book Thermal Delight in Architecture. She found that luxury brand stores are, on average, significantly colder than non-luxury stores. In other words, Harrods is colder than Selfridges, and Rolex is colder than Target.

Heschong claims that this deliberate cooling originated from a time when air conditioning was a luxury that could only be afforded by the wealthiest establishments. And it seems as though stores are still leveraging this association today.

Making Connections That Sell

While I may hope to be immune to the tricks Pavlov played on his dogs, it’s clear from the research that I’m just as malleable. I’ll salivate at a fast food brand's jingle, flinch when I hear a loud engine, and crave a refreshing star-adorned beer. Savvy marketers use that power to sell better. 

from Marketing https://blog.hubspot.com/marketing/marketing-psychology-association

In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food.

He ran experiments where he’d ring a bell right before he fed his dogs. After repeating this several times, the dogs started salivating at the sound of the bell alone, no food needed.

Pavlov had identified classical conditioning, or learning to associate one stimulus (the bell) with a different stimulus (the food) to produce a conditioned response (salivation).

Now, I like to think I’m a little bit more evolved than those dogs. I’d hope I wouldn’t fall for the same tricks. But I do. In fact, we all do.

The Real Reason You Love That New Car Smell

Take the “new car smell” as my first example. No one is born liking this smell. Instead, we learn to like this smell through repeated associations. That new car smell becomes associated with the pleasurable experience of sitting in a shiny, clean new car.

Yet this association can be hacked to alter our perception.

Charles Spence, in his terrific book Sensehacking, describes how Rolls-Royce customers sent their cars in for service, and they returned to their owners seemingly brand new. Rolls-Royce managing director Hugh Hadland is quoted as saying, “People say they don‘t understand what we’ve done, but that their cars come back different and better.”

How did Rolls-Royce deliver this incredible service?

Apparently, by spraying the car with an aromatic mixture of leather and wood designed to capture that distinctive new car smell. The scent has become so iconic that the brand released it as a fragrance that can help keep a Rolls-Royce smelling great for longer.

Source

It’s a perfect example of classical conditioning at work — this time on humans. It’s the same formula. We learn to associate one stimulus (new car smell) with another (a new car), producing a conditioned response (believing you’re sitting in a new car).

It’s not the only associative hack pulled off by car manufacturers.

One 2011 study found that students overestimated a car’s speed when the noise of the car was artificially increased. Likewise, one 2008 study found that lowering the in-car noise by five decibels led people to underestimate its speed by 10%.

This is because over time, we’ve built an association between sound and speed. F1 cars make deafening noises, as do jet planes. We have learned to expect that fast cars do the same. So it’s no surprise that some Volkswagen Golf models use sound actuators to help boost the roar of the engine.

From Beer Logos to Air Conditioning — Association Drives Sales

There’s another association spotted by Charles Spence in Sensehacking that’s far too common to be a fluke: beer brands and stars.

Dozens of beer brands seem to include a star shape in their logos: think Estrella, Heineken, Newcastle Brown Ale, and Sapporo. Bintang’s star is visible across most of Indonesia, and in Nigeria, one of the top-selling beers is literally called Star Lager.

Why this link between stars and beer?

Well, Spence says it's due to how we associate carbonation and bitterness with angularity. A star’s angular shape nudges us to think of a refreshing, cold, carbonated beverage.

These attempts to hack our associations aren’t just used by fast cars and beer brands — even luxury stores selling premium goods do the same.

Take Lisa Heschong’s research for her 1979 book Thermal Delight in Architecture. She found that luxury brand stores are, on average, significantly colder than non-luxury stores. In other words, Harrods is colder than Selfridges, and Rolex is colder than Target.

Heschong claims that this deliberate cooling originated from a time when air conditioning was a luxury that could only be afforded by the wealthiest establishments. And it seems as though stores are still leveraging this association today.

Making Connections That Sell

While I may hope to be immune to the tricks Pavlov played on his dogs, it’s clear from the research that I’m just as malleable. I’ll salivate at a fast food brand's jingle, flinch when I hear a loud engine, and crave a refreshing star-adorned beer. Savvy marketers use that power to sell better. 

via Perfecte news Non connection