Hubspot

Government agencies face unprecedented challenges in managing citizen relationships, delivering public services, and maintaining transparency while ensuring data security and regulatory compliance.

As a result, government organizations require sophisticated tools to manage complex stakeholder relationships while adhering to strict compliance requirements. This comprehensive guide examines the top CRM solutions tailored for government organizations, featuring detailed compliance analysis, security assessments, and real-world implementation examples.

HubSpot helped IGNITE National engage 6.5 million constituents across 25 websites, demonstrating how the right CRM platform can transform government outreach and citizen engagement at scale.

Table of Contents

• Best CRMs for Government at a Glance
• What is a CRM for government agencies?
• Best CRM Software for Government Agencies
• Benefits of CRM Software for Government Agencies
• 6 Important Features for a Government CRM
• How to Choose a CRM for Government Agencies
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Government Agencies

Best CRMs for Government at a Glance

CRM	Best For	Key Features	Pricing	Free Trial?
HubSpot	Multi-department agencies need integrated marketing, service delivery, and citizen engagement	Advanced workflow automation, scalable contact management, comprehensive reporting, and data encryption	Free plan available; Starter $15/month per user	Yes
Salesforce Government Cloud	Federal agencies requiring FedRAMP compliance and enterprise-scale security	FedRAMP High authorization, advanced case management, AI-powered insights, government-specific features	Contact for pricing	Yes
Oracle Public Sector CRM	Large government organizations needing comprehensive citizen interaction management	Constituent-focused approach, regulatory compliance tools, complex case management, integrated service delivery	Contact for pricing; typically enterprise-level	No
Microsoft Dynamics 365 Government	Agencies already using Microsoft ecosystem requiring seamless integration	Office 365 integration, Power Platform automation, government compliance, familiar interface	Starting at $65/month per user	Yes
Pipedrive	Small to medium government offices prioritizing simplicity and cost-effectiveness	Visual pipeline management, self-service citizen portals, automated communications, transparent pricing	Starting at $14/month per user	Yes
CivicPlus	Municipal governments focusing on citizen issue reporting and community engagement	Non-emergency issue reporting, performance tracking, website integration, community-focused features	Contact for pricing	No
Creatio	Government contractors managing complex procurement processes	AI-powered proposal management, contract lifecycle tracking, compliance automation, no-code customization	Contact for pricing	No

What is a CRM for government agencies?

A CRM (Customer Relationship Management) system for government agencies is specialized software that centralizes citizen and stakeholder data, automates public service workflows, and streamlines interactions across all government touchpoints.

Unlike commercial CRMs, government-specific solutions include features like case management, compliance tracking, FISMA security controls, and transparency reporting to address the unique requirements of public sector organizations serving citizens rather than traditional customers.

HubSpot is a prime example of how modern CRM platforms can unify citizen data and enable personalized service experiences across government sales, marketing, and service teams.

It provides a single source of truth for all citizen interactions while maintaining the security and compliance standards government agencies require.

Best CRM Software for Government Agencies

1. HubSpot

Best For: Multi-department government agencies seeking an all-in-one platform that combines powerful HubSpot CRM capabilities with citizen engagement tools, marketing automation, and comprehensive service delivery management.

Key HubSpot Features:

• Scalable Contact Management – HubSpot handles unlimited citizen contacts and interactions in the free plan, making it ideal for growing government agencies that need to manage large constituent databases without per-contact pricing constraints
• Advanced Workflow Automation – HubSpot creates sophisticated automated sequences for citizen service requests, inter-departmental collaboration, and case resolution tracking, helping agencies process more requests while maintaining personalized citizen experiences
• Comprehensive Security and Compliance – HubSpot’s built-in data encryption, field-level permissions, audit logs, and customizable privacy controls help government agencies manage sensitive citizen data while maintaining transparency and regulatory compliance

HubSpot Pricing:

• Free Plan: Basic CRM, contact management, email marketing (up to 2,000 emails/month), forms, and citizen portals
• Starter: $15/month per user – Custom properties, basic automation, remove HubSpot branding, meeting scheduling
• Professional: $890/month per user – Advanced automation, custom reporting, A/B testing, sales automation, workflow optimization
• Enterprise: $3,600/month per user – Advanced AI features, custom objects, predictive analytics, hierarchical teams, advanced security

2. Salesforce Government Cloud

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Best For: Federal agencies and large government organizations requiring AI-powered government-specific features.

Key Features:

• FedRAMP High Authorization – Includes comprehensive compliance controls so that government agencies can store and process citizen data in the cloud
• Advanced Case Management – Integrated case management system with automated workflows, escalation rules, and comprehensive tracking capabilities designed for government service delivery
• AI-Powered Government Insights – Einstein AI provides predictive analytics, automated case routing, and intelligent recommendations to help government agencies optimize service delivery and citizen outcomes

Pricing:

Pricing can vary. Contact Salesforce for more information.

3. Oracle Public Sector CRM

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Best For: Large government organizations requiring comprehensive citizen relationship management with regulatory compliance tools and case management capabilities.

Key Features:

• Constituent-Focused Approach – Enhance service levels and expand access to information by providing a single, real-time view of constituents across all government touchpoints and service interactions
• Comprehensive Case Management – Advanced tools for managing complex cases, ensuring efficient handling of citizen requests and issues with full audit trails and compliance tracking
• Regulatory Compliance Integration – Built-in tools help government agencies follow regulations and stay compliant with laws while maintaining transparency and accountability standards

Pricing: Custom enterprise pricing based on agency size, features, and compliance requirements. Contact Oracle directly for government-specific pricing and implementation options.

4. Microsoft Dynamics 365 Government

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Best For: Government agencies already using Microsoft ecosystem products seeking integration with Office 365, Power Platform, and existing IT infrastructure.

Key Features:

• Office 365 Integration – Native integration with familiar Microsoft tools, including Outlook, Teams, SharePoint, and Power Platform for streamlined government workflows
• Power Platform Automation – Low-code/no-code automation capabilities through Power Automate and Power Apps, enabling government agencies to create custom solutions without extensive IT resources
• Government Compliance Built-In – Meets government security and compliance requirements with features for public sector organizations and citizen data protection.

Pricing:

• Sales Professional: $65/month per user – Basic CRM and sales automation
• Enterprise: $105/month per user – Full platform access with advanced features and government compliance tools
• Premium: $150/month per user – prebuilt, customizable intelligence solutions

5. Pipedrive

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Best For: Small to medium government offices and departments prioritizing simplicity, transparency, and cost-effectiveness in their citizen relationship management.

Key Features:

• Visual Pipeline Management – Drag-and-drop interface for managing citizen inquiries, service requests, and government processes from initial contact through resolution
• Self-Service Citizen Portals – Enable citizens to access important information, submit service requests, and track progress through personalized government portals with automated updates.
• Transparent Government Communications – Template integrations, automated email and SMS campaigns, and built-in communication tools help maintain regular, transparent communications with constituents.

Pricing:

• Essential: $14/month per user – Basic pipeline management, citizen contact tracking
• Advanced: $39/month per user – Advanced reporting, automation, email integration
• Professional: $49/month per user – Revenue forecasting, workflow automation, advanced security
• Power: $64/month per user – AI-powered insights, advanced customization
• Enterprise: $99/month per user – Enhanced security, unlimited customization, premium support

6. CivicPlus

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Best for: Municipal governments and local agencies focusing on citizen issue reporting, community engagement, and transparent government operations.

Key Features:

• Non-Emergency Issue Reporting – Enable residents to report municipal concerns directly through integrated government websites and mobile apps.
• Performance Tracking and Analytics – Tracking of citizen satisfaction, request response times, and service delivery metrics to help improve government performance and transparency
• Website Integration – Integration with government websites ensures services and tools are accessible to citizens in one centralized location

Pricing: Custom pricing based on municipality size and specific needs. Over 12,000 municipalities across North America have adopted CivicPlus as their citizen engagement solution.

7. Creatio

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Best For: Government contractors and agencies managing complex procurement processes, requiring contract lifecycle management and compliance automation.

Key Features:

• AI-Powered Proposal Management – AI tools help government contractors analyze RFP requirements, generate content, and manage the proposal development process.
• Contract Lifecycle Management – End-to-end contract management from opportunity identification through contract delivery, with built-in compliance tracking and performance monitoring
• No-Code Process Automation – Allows government organizations to customize workflows and processes without extensive technical resources or development time.

Pricing: Custom pricing based on organization size and specific government contracting needs. Solutions are available for different government contractor requirements and compliance levels.

Benefits of CRM Software for Government Agencies

Enhanced Citizen Service Delivery – HubSpot centralizes all citizen interactions and service requests in one system, enabling faster response times, better coordination between departments, and improved overall citizen satisfaction with government services.

HubSpot’s automated workflows and case management capabilities ensure no citizen request falls through the cracks.

Improved Transparency and Accountability – HubSpot’s comprehensive tracking and reporting capabilities provide clear audit trails for all citizen interactions, helping government agencies maintain transparency and demonstrate accountability to stakeholders and oversight bodies.

HubSpot’s built-in analytics make generating compliance reports and performance metrics easy.

Streamlined Inter-Department Collaboration – HubSpot breaks down departmental silos by providing shared access to citizen information and case histories, enabling better coordination and more efficient resolution of complex issues requiring multiple departments.

HubSpot’s unified platform ensures all teams access the same up-to-date citizen data.

Automated Compliance and Reporting – HubSpot‘s built-in compliance tracking and automated reporting features help government agencies meet regulatory requirements, generate performance reports, and maintain proper documentation for audits and oversight reviews. HubSpot’s customizable dashboards make compliance monitoring effortless.

Data-Driven Decision Making – HubSpot‘s advanced analytics and reporting capabilities provide insights into service delivery performance, citizen satisfaction trends, and operational efficiency, enabling government leaders to make informed decisions about resource allocation and program improvements. HubSpot’s AI-powered insights help identify patterns and opportunities for optimization.

6 Important Features for a Government CRM

• FISMA Compliance and Security Controls – HubSpot provides comprehensive security measures, including data encryption, access controls, audit logging, and FISMA-compliant infrastructure to protect sensitive citizen information and government data.

HubSpot’s security features meet government standards while remaining user-friendly.

• Case Management and Workflow Automation – HubSpot offers sophisticated case tracking systems with automated routing, escalation procedures, and resolution tracking to efficiently handle citizen requests and government processes.

HubSpot’s workflow automation reduces manual tasks and improves response times.

• Multi-Channel Citizen Engagement – HubSpot supports various communication channels, including web portals, mobile apps, phone, email, and in-person interactions, providing citizens convenient access to government services.

HubSpot’s omnichannel approach ensures consistent customer experiences across all touchpoints.

• Integration with Existing Government Systems—HubSpot provides seamless connectivity with legacy systems, databases, and other government applications to avoid data silos and ensure comprehensive citizen information management. Its extensive integration capabilities work with most government technology stacks.

• Transparency and Public Records Management—HubSpot includes tools for managing public information requests, maintaining transparency requirements, and properly handling public and sensitive government information.

HubSpot’s permission controls help maintain appropriate access levels.

• Performance Analytics and Reporting – HubSpot delivers comprehensive reporting capabilities for tracking service delivery metrics, citizen satisfaction, departmental performance, and compliance with government transparency and accountability requirements.

HubSpot’s Breeze AI provides advanced analytics and predictive insights.

How to Choose a CRM for Government Agencies

Step 1: Assess Current Workflows and Compliance Requirements. Document your existing citizen service processes, inter-departmental communications, and regulatory compliance needs.

Identify specific requirements such as FISMA compliance levels, data residency requirements, and security protocols that must be maintained.

Step 2: Identify Essential Government-Specific Features Prioritize features based on your agency’s mission: case management capabilities, citizen portal requirements, reporting and transparency tools, or integration with existing government systems.

Focus on solutions that address your most critical service delivery challenges.

Step 3: Evaluate Security and Compliance Capabilities. Assess each CRM’s security features, compliance certifications, and data protection measures. Ensure the solution meets your specific regulatory requirements, whether FISMA, FedRAMP, or other government standards applicable to your organization.

Step 4: Consider Total Cost of Ownership and Budget Constraints. Factor in licensing costs as well as implementation, training, ongoing support, and compliance maintenance expenses.

Consider solutions with transparent pricing and government-friendly contract terms.

Step 5: Choose a Scalable, Future-Ready Government Platform, like HubSpot. Select a CRM that can grow with your agency’s evolving needs and adapt to changing government requirements.

Companies like Merit International have successfully implemented HubSpot to manage complex government relationships, centralizing sales, marketing, and support operations in a single platform that effectively serves federal, provincial, and municipal government clients.

Frequently Asked Questions

What is the best CRM for government agencies?

HubSpot is the top choice for most government agencies due to its powerful automation, comprehensive security features, and cost-effective pricing structure. HubSpot’s free plan with unlimited users and extensive features makes it accessible for budget-conscious government organizations, while advanced security and compliance tools support enterprise-level requirements.

For federal agencies requiring FedRAMP compliance, Salesforce Government Cloud offers specialized features at a higher cost, but HubSpot’s security capabilities meet most government standards.

What compliance requirements should I consider for government CRM?

Key compliance considerations include FISMA (Federal Information Security Management Act), FedRAMP authorization for cloud services, data encryption requirements, audit logging capabilities, and access control measures.

HubSpot addresses these requirements with built-in security features, while government agencies must also ensure proper handling of PII (Personally Identifiable Information) and maintain transparency while protecting sensitive information.

The specific compliance level required depends on your agency type and the sensitivity of the data handled.

Is HubSpot good for government agencies?

Yes, HubSpot is excellent for government agencies. Merit International successfully uses HubSpot to manage relationships with government clients across federal, provincial, and municipal levels, centralizing all sales, marketing, and support operations in one platform.

HubSpot‘s security features, including data encryption, field-level permissions, and audit logs, help government agencies manage sensitive citizen data while maintaining compliance with regulations. HubSpot’s cost-effective pricing also makes it accessible for government budgets.

How much does a government CRM cost?

Government CRM costs vary significantly based on features, compliance requirements, and user count. HubSpot offers robust free plans with paid tiers from $20/month per user, making it highly cost-effective for government agencies.

Basic solutions like Pipedrive start at $14/month per user. HubSpot provides exceptional value by offering extensive features at competitive prices, and specialized platforms like Oracle require custom enterprise pricing.

Do government agencies need specialized CRM features?

Yes, government agencies benefit significantly from specialized features like case management, FISMA compliance tools, citizen portals, transparency reporting, and integration with government systems.

HubSpot addresses these unique public sector challenges, including regulatory compliance, public accountability, multi-department coordination, and citizen service delivery requirements that generic CRMs cannot adequately address.

HubSpot’s government-friendly features make it an ideal choice for agencies of all sizes.

Meet HubSpot, the Top CRM Choice for Government Agencies

HubSpot stands out as the premier CRM solution for government agencies seeking to modernize their citizen service operations while maintaining strict security and compliance standards. Here’s why leading government organizations choose HubSpot:

Key HubSpot Advantages for Government Agencies:

• Cost-Effective Government Solutions – HubSpot’s robust free plan with unlimited users eliminates per-seat costs that burden government budgets, while advanced features scale affordably as agencies grow their citizen service capabilities

• Comprehensive Security and Compliance – HubSpot’s built-in data encryption, field-level permissions, audit logs, and customizable privacy controls help government agencies securely manage sensitive citizen information while maintaining regulatory compliance

• Integrated Multi-Department Platform – HubSpot combines citizen engagement, case management, inter-departmental collaboration, and performance reporting in one system, eliminating costly integrations and reducing administrative overhead

Merit International demonstrates HubSpot‘s effectiveness in government environments, successfully managing relationships with federal, provincial, and municipal government clients through HubSpot’s centralized platform. The company uses HubSpot to coordinate sales, marketing, and support operations for government contracts, leveraging advanced features like account-based marketing for senior decision-makers and comprehensive pipeline tracking for complex government sales cycles.

Government agencies can use HubSpot’s sensitive data management capabilities to personalize citizen interactions, automate case updates and reminders, and streamline complex workflows while maintaining strict security standards.

HubSpot’s automation tools help reduce manual work, improve response times, and enhance citizen satisfaction through timely, relevant communications.

IGNITE National engaged 6.5 million constituents across 25 different websites using HubSpot’s integrated platform, demonstrating how HubSpot transforms government outreach and citizen engagement at a massive scale.

Ready to transform your government agency‘s citizen service delivery and operational efficiency? HubSpot’s proven track record in government environments, combined with its comprehensive security features, cost-effective pricing, and powerful automation capabilities, provides the foundation for successful digital government transformation.

Get started with HubSpot today and join government organizations that have leveraged CRM technology to improve citizen experiences, enhance transparency, and deliver exceptional public service outcomes.

Running a staffing agency means juggling a lot of moving pieces. You manage thousands of candidate profiles, build relationships with clients across different industries, track placements through complex pipelines, and stay on top of employment compliance.

It‘s a lot, and traditional CRMs often don’t cut it for the unique challenges staffing professionals face daily.

That’s where specialized CRM software comes in. The right platform can automate your recruiting workflows, help you engage candidates more effectively, and streamline how you manage client relationships.

We’ve compiled this comprehensive guide to help you find the perfect CRM solution for your staffing agency, complete with feature breakdowns, pricing details, and real success stories from agencies like yours.

Something that might surprise you is that staffing agencies using integrated CRM systems can process way more leads and see much higher conversion rates.

Take Triage Staffing, for example — they went from processing 400 leads monthly to handling thousands while saving their compliance team 80 hours per week with help from HubSpot, showing how powerful the right CRM can be for transforming your staffing operations.

Table of Contents

• Best CRMs for Staffing Agencies at a Glance
• What is a CRM for staffing agencies?
• Best CRM Software for Staffing Businesses
• Benefits of CRM Software for Staffing Agencies
• 6 Important Features for a Staffing CRM
• How to Choose a CRM for Staffing Agencies (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Staffing Companies

Best CRMs for Staffing Agencies at a Glance

CRM	Best For	Key Features	Pricing	Free Trial?
HubSpot	Full-service staffing agencies wanting integrated marketing automation and client management	Workflow automation, candidate nurturing, client relationship tracking, scalable contact management	Free plan available; Starter $15/month per user	Yes
Bullhorn	Mid to large staffing agencies needing comprehensive ATS and CRM integration	AI-powered matching, resume parsing, job posting automation, client portal	Starting at $99/month per user	No
Recruit CRM	Growing staffing firms prioritizing ease of use and comprehensive reporting	Built-in reporting suite, email automation, candidate lifecycle tracking, custom workflows	Contact for pricing	Yes
Zoho Recruit	Budget-conscious agencies seeking customizable workflows	Multi-channel job posting, candidate assessment, social recruiting, workflow automation	Free plan available; $25/month per user	Yes
RecruiterFlow	Ambitious recruiting firms focused on automation and pipeline management	Kanban-style boards, advanced automation, 150+ job board integrations, email sequences	Plans start at $99/month per user	Yes
Crelate	Executive search firms needing AI-driven candidate matching	AI resume summarization, competitive insights, candidate search optimization, interview automation	Starting at $99/month per user	No
Manatal	Small to medium agencies requiring mobile-first solutions	Chrome extension for data capture, customizable pipelines, social media sourcing, mobile app	Starting at $15/month per user	Yes

What is a CRM for staffing agencies?

Think of a CRM for staffing agencies as your command center for everything recruitment-related. It’s specialized software that brings together all your candidate and client data, automates your recruiting workflows, and streamlines your entire talent acquisition process.

Unlike regular CRMs, these platforms are built specifically for what you do, with features like resume parsing, applicant tracking, placement management, and compliance tracking.

HubSpot is an excellent example of how modern CRM platforms can bring everything together.

It unifies your candidate and client data so you can create personalized recruiting experiences across your sales, marketing, and service teams. Instead of jumping between different tools, you get one single source of truth for all your staffing operations.

Best CRM Software for Staffing Businesses

1. HubSpot

Best For: Staffing agencies that want it all — powerful HubSpot CRM capabilities combined with marketing automation and client relationship management that actually works together.

Key HubSpot Features:

• Scalable Contact Management – Handles up to 1,000,000 contacts in their free plan with unlimited users. That means you can grow your candidate database without worrying about hitting limits or paying per contact.
• Advanced Workflow Automation – HubSpot lets you create smart automated sequences for candidate nurturing, client follow-ups, and placement tracking. You’ll process more leads while still keeping that personal touch.
• Integrated Marketing and Sales Tools – Combine lead generation, email marketing, landing pages, and CRM all in one place.

HubSpot Pricing:

• Free Plan: Basic CRM, contact management, email marketing (up to 2,000 emails/month), forms, and landing pages
• Starter: $15/month per user – Custom properties, basic automation, remove HubSpot branding, meeting scheduling
• Professional: $890/month per user – Advanced automation, custom reporting, A/B testing, sales automation
• Enterprise: $3,600/month per user – Advanced AI features, custom objects, predictive lead scoring, hierarchical teams

2. Bullhorn

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Best For: Mid to large staffing agencies that need comprehensive applicant tracking and CRM integration with AI-powered features for high-volume recruiting.

Key Features:

• AI-Powered Candidate Matching – AI search and match capabilities that pull candidates from your database, rank them by fit, and connect them to jobs
• Comprehensive ATS Integration – Unified platform that manages candidates, jobs, shifts, and clients in a single system with a mobile-first design
• Automated Data Capture – Captures and processes all email communications, resume data, and candidate interactions

Pricing: ATS plan starts $99/month and includes candidate management sourcing, email integration, and resume parsing. Contact Bullhorn for more information on other plans.

3. Recruit CRM

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Best For: Growing staffing firms needing comprehensive reporting to track performance across their recruiting metrics.

Key Features:

• Built-in Reporting Suite – Analytics including Recruiter KPI Reports, Candidate Lifecycle Reports, Job Statistics, and Client Performance Reports with visual charts and CSV export
• Automated Candidate Management – Resume parsing, automated email sequences, and candidate tracking
• Global Integration Support – Connections with Gmail, Outlook, and other systems through Zapier integration and custom API access

Pricing: Custom pricing based on team size and features

4. Zoho Recruit

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Best For: Budget-conscious staffing agencies that want a customizable platform with recruiting capabilities.

Key Features:

• Multi-Channel Job Posting – Automatically distribute job postings to multiple job boards and social media platforms from one interface.
• Social Recruiting Integration – Built-in tools for sourcing candidates from LinkedIn, Facebook, and other social networks
• Customizable Workflows – Workflow automation, custom fields, and personalized recruiting processes

Pricing:

• Free Plan: Basic features for up to 3 users with limited storage (256MB)
• Standard: $25/month per user – Enhanced features, integrations, reporting
• Professional: $50/month per user – Advanced automation, custom modules, API access
• Enterprise: $75/month per user – Advanced analytics, custom apps, premium support

5. RecruiterFlow

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Best For: Recruiting and staffing firms focused on automation and visual pipeline management with job board integration.

Key Features:

• Visual Pipeline Management – Drag-and-drop Kanban-style boards
• Advanced Recruiting Automation – Automation features streamline communication workflows
• Extensive Job Board Integration – Post job openings to more than 150 popular job boards

Pricing:

Plans start at $99/month per user

6. Crelate

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Best For: Executive search firms and recruiting agencies that need AI-driven candidate matching and market insights.

Key Features:

• AI Resume Summarization – Automatically summarizes resumes and suggests targeted interview questions based on candidate qualifications and job requirements
• Competitive Market Insights – Provides competitor analysis and industry data
• Advanced Candidate Search – Search functionality with AI-driven candidate recommendations and database optimization

Pricing: Starting at $99/month per user for basic features, with custom pricing available for advanced AI features.

7. Manatal

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Best For: Small to medium staffing agencies that need mobile-first solutions with data capture and social media sourcing.

Key Features:

• Chrome Extension Integration – Integrate candidate data from LinkedIn, job boards, and other websites into your CRM
• Mobile-First Design – Full-featured mobile app lets recruiters manage candidates, schedule interviews, and communicate with clients
• Social Media Sourcing – Built-in tools for finding and engaging candidates across social media platforms with automated profile enrichment

Pricing:

• Professional: $15/month per user – Basic ATS and CRM features, candidate management
• Enterprise: $35/month per user – Advanced features, integrations, custom branding
• Enterprise Plus Plan: $55/month – Single sign-on, Beta features, advanced report builder
• Custom: Contact for pricing – Tailored solutions for large agencies

Benefits of CRM Software for Staffing Agencies

Streamlined Candidate Management—HubSpot consolidates all candidate information, resumes, and communications in one place, making it easier to search, filter, and track candidates from first contact to placement.

With HubSpot‘s unlimited contact management in the free plan, you won’t have to worry about hitting database limits as you grow.

Automated Workflow Efficiency – HubSpot automatically handles repetitive tasks like email sequences, interview scheduling, and follow-up reminders, so your recruiters can focus on what they do best — building relationships. Just ask Triage Staffing, which scaled from 400 to thousands of leads monthly with HubSpot’s workflow automation.

Enhanced Client Relationships – HubSpot tracks every client interaction, placement history, and requirement detail, so you can deliver more personalized service and keep clients coming back. HubSpot’s integrated marketing and sales tools help you nurture both candidates and clients more effectively.

Improved Placement Speed – With HubSpot‘s smart search capabilities, AI-powered matching through Breeze AI, and automated processes, you’ll fill positions faster and increase your overall placement volume. HubSpot’s streamlined workflows can significantly reduce your time-to-placement.

Data-Driven Decision Making – HubSpot’s reporting and analytics give you real insights into recruiter performance, which sources are working, and market trends. This means you can optimize your strategies and improve profitability with actual data, not just gut feelings.

6 Important Features for a Staffing CRM

• Resume Parsing and Candidate Database – HubSpot automatically extracts and organizes candidate information from resumes into searchable profiles with skills, experience, and qualifications. Plus, HubSpot’s contact management system handles up to 1,000,000 contacts in the free plan.

• Multi-Channel Job Posting – HubSpot distributes job openings across multiple job boards, social media platforms, and career sites from one interface to maximize your candidate reach. HubSpot’s marketing automation makes it easy to create targeted job posting campaigns.

• Automated Email Sequences—HubSpot sets up nurturing campaigns for candidates and clients, with personalized messaging based on their stage in the recruitment process. HubSpot’s email marketing tools include templates and A/B testing to optimize your outreach.

• Client and Placement Management—HubSpot tracks client requirements, placement history, contract details, and billing information in one place. Its CRM gives you a complete view of client relationships and placement success.

• Compliance and Documentation—HubSpot helps you maintain proper records for regulatory compliance, including I-9 verification, background checks, and employment documentation. For example, HubSpot‘s automation saved Triage Staffing’s compliance team 80 hours per week.

• Mobile Accessibility—HubSpot’s mobile app lets recruiters work effectively from anywhere, accessing candidate profiles and communicating on the go. Its mobile CRM keeps your team connected and productive no matter where they are.

How to Choose a CRM for Staffing Agencies (Step-by-Step)

Step 1: Map Your Current Workflows. Take a close look at your existing recruiting process from lead generation through placement completion. Identify the bottlenecks in candidate sourcing, client communication, and placement tracking that technology could help solve.

Step 2: Identify Must-Have Features. Make a list of features based on your agency’s specific needs: resume parsing, job board integrations, automation tools, or advanced reporting. Focus on solutions that tackle your biggest operational challenges first.

Step 3: Evaluate Ease of Use and Team Fit. Consider your team’s technical skills and how much time you have for training. Some solutions are designed specifically for recruiting agencies with minimal setup, while others need more extensive onboarding.

Step 4: Assess Total Cost of Ownership. Look beyond just monthly subscription costs — factor in implementation fees, training time, and integration expenses. Some platforms like HubSpot offer generous free plans, while others require higher upfront investments.

Step 5: Choose a Flexible Staffing Platform — Like HubSpot. Pick a CRM that can grow with your agency and adapt to changing industry needs.

Companies like Triage Staffing have used HubSpot to scale from processing 400 leads monthly to handling thousands while saving their compliance team 80 hours per week through automation and workflow optimization. This shows how effective HubSpot can be for staffing agencies ready to grow.

Frequently Asked Questions

What is the best CRM for staffing agencies?

HubSpot is the top choice for most staffing agencies because it combines powerful automation, scalable contact management, and integrated marketing tools in one platform.

HubSpot’s free plan, with unlimited users and up to 1,000,000 contacts, makes it accessible for growing agencies. The advanced features support enterprise-level operations. While Bullhorn offers industry-specific features, HubSpot provides a more comprehensive and cost-effective solution.

What features should I look for in a CRM for staffing agencies?

You’ll want resume parsing, multi-channel job posting, automated email sequences, candidate pipeline management, client relationship tracking, and comprehensive reporting.

HubSpot delivers all these features, advanced workflow automation, Breeze AI for intelligent insights, and integrated marketing tools. The beauty of HubSpot is that it combines all these capabilities in one unified system instead of requiring multiple tools.

Is HubSpot good for staffing agencies?

Absolutely! Triage Staffing is a perfect example. They implemented HubSpot and scaled from processing 400 leads monthly to thousands while automating their compliance team’s work, saving them 80 hours per week.

HubSpot’s workflow automation, personalized communication capabilities, and scalable infrastructure make it ideal for staffing firms of all sizes.

How much does a CRM for staffing agencies cost?

CRM costs typically range from $15-50 per user per month for basic plans, $50-150 for mid-tier solutions, and $150+ for enterprise-level platforms. HubSpot starts free with paid plans from $15/month per user, providing exceptional value compared to competitors.

While specialized solutions often cost hundreds per user monthly, HubSpot offers similar functionality at much more competitive pricing.

Do I need specialized recruiting features, or can I use a general CRM?

While general CRMs can handle basic contact management, staffing agencies really benefit from specialized features like resume parsing, job board integrations, candidate pipeline management, and placement tracking.

HubSpot bridges this gap perfectly by offering both general CRM capabilities and staffing-specific functionality through its workflow automation, custom properties, and extensive integration ecosystem.

Meet HubSpot, the Top CRM Choice for Staffing Companies

HubSpot is the go-to CRM solution for staffing agencies wanting to modernize their recruiting operations and scale their business correctly. Here’s why leading staffing companies choose HubSpot:

Key HubSpot Advantages for Staffing Agencies:

• Unlimited Scalability – HubSpot handles up to 1,000,000 contacts in the free plan with unlimited users. No growth constraints, no per-contact pricing headaches.

• Advanced Workflow Automation—HubSpot creates smart automated sequences for candidate nurturing, client follow-ups, and placement tracking. This results in less manual work and more personalized communication.

• Integrated Marketing and Sales Platform – HubSpot combines lead generation, email marketing, landing pages, and CRM functionality in one system. No more juggling multiple disconnected tools.

Triage Staffing‘s transformation is a perfect example of what’s possible.

They implemented HubSpot’s CRM platform and achieved incredible results: scaling from 400 leads monthly to processing thousands of candidates while saving their compliance team 80 hours per week through automated workflows. They also significantly reduced their time-to-placement through streamlined processes.

Here‘s what really impressed us: HubSpot’s workflow automation enabled Triage to process way more leads by automatically categorizing them by business channel and using custom properties to segment data effectively.

This personalization led to click-through rates growing from 10% to 20% — that’s the power of targeted communication in staffing.

Triage Staffing scaled from processing 400 leads monthly to thousands while saving their compliance team 80 hours per week using HubSpot‘s integrated platform. It’s a perfect example of how HubSpot transforms staffing operations and drives real business growth.

Ready to transform your staffing agency and scale your recruiting success? HubSpot has a proven track record with staffing companies, plus comprehensive features and flexible pricing that starts with a robust free plan.

It’s the foundation you need for sustainable agency growth. Get started with HubSpot today and join successful staffing agencies that have used CRM technology to streamline operations, improve candidate experiences, and drive exceptional results.

Running an event management business is tough. You‘re juggling clients, vendors, venues, and countless moving parts. That’s where a great CRM comes in. It keeps everything organized in one place.

This guide breaks down the top 7 CRMs built for event managers like you. We‘ll show you real pricing, actual features, and honest comparisons. Plus, we’ll answer the questions you’re really asking.

Event companies using the right CRM respond to leads faster and keep more clients happy. For example, globally renowned music festival brand UNTOLD saved over 7,000 hours annually after switching to HubSpot.

Table of Contents

• What is a CRM for event management?
• Best CRMs for Event Management at a Glance
• Best CRM Software for Event Management Businesses
• Benefits of CRM Software for Event Management
• 8 Important Features for an Event Management CRM
• How to Choose a CRM for Event Management (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Event Management Companies

What is a CRM for event management?

A CRM for event management is your digital command center. It tracks every client conversation, vendor email, and event deadline. Think of it as your super-organized assistant that never forgets anything.

Regular CRMs work fine for simple businesses. But event planning? That’s different. You need something that handles complex timelines, multiple stakeholders, and constant changes.

HubSpot gets this. It brings together all your guest data and creates personalized experiences across your sales, marketing, and service teams.

Best CRMs for Event Management at a Glance

CRM	Best For	Key Features	Pricing	Free Trial?
HubSpot	Growing event companies seeking comprehensive automation	Event pipeline management, vendor tracking, automated follow-ups	Free tier available; Starter $15/month	Yes
Salesforce	Large event enterprises with complex customization needs	Advanced customization, enterprise integrations, reporting	Essentials $25/month; Platform Plus $100/month	Yes
Pipedrive	Small event planners focused on deal tracking	Visual pipeline, mobile access, email sync	Essential $14/month; Advanced $39/month	Yes
Zoho CRM	Budget-conscious event companies	Affordable pricing, social media integration, automation	Standard $14/month; Professional $23/month	Yes
Airtable	Creative event teams needing visual project management	Database-spreadsheet hybrid, visual project boards	Free tier available; Team $10/month	Yes
Monday.com	Event teams prioritizing collaboration and project tracking	Team collaboration, visual timelines, custom workflows	Basic $9/month; Standard $12/month	Yes
Copper	Event companies using Google Workspace extensively	Google integration, relationship intelligence, automation	Starter $12/month; Basic $29/month	Yes

Best CRM Software for Event Management Businesses

Let’s dive into what makes each platform special for event managers.

1. HubSpot

Best For: Growing event companies who want HubSpot’s powerful automation without the complexity

HubSpot wins hands down for event management. It’s built for businesses that need to scale fast while keeping things simple. Everything connects seamlessly—no more jumping between different tools.

Key HubSpot Features:

• Event Pipeline Management with HubSpot’s Custom Stages – HubSpot lets you create deal stages that match exactly how you work. From first call to final invoice, nothing slips through the cracks.
• Automated Client Communications through HubSpot Workflows – HubSpot sends follow-up emails, contract reminders, and thank-you notes automatically. Your clients always hear from you at the right time.
• Vendor and Stakeholder Tracking via HubSpot’s Contact Management – HubSpot keeps detailed records of every vendor, venue, and client interaction. You’ll know who prefers what and when they last talked.

HubSpot Pricing:

• Free Plan: Basic CRM, contact management, email marketing (up to 2,000 emails/month), forms, and landing pages
• Starter: $15/month per user – Custom properties, basic automation, remove HubSpot branding, meeting scheduling
• Professional: $890/month per user – Advanced automation, custom reporting, A/B testing, sales automation
• Enterprise: $3,600/month per user – Advanced AI features, custom objects, predictive lead scoring, hierarchical teams

2. Salesforce

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Best For: Large event enterprises that need deep customization

This CRM is built for companies running frequent events with enterprise clients.

Key Features:

• Advanced Event Tracking – Custom objects for events, venues, vendors, and attendees with relationship mapping
• Einstein AI Integration – Predictive analytics for event success rates and pricing recommendations
• Enterprise Integrations – Connects with accounting software, marketing platforms, and specialized event tools

Pricing:

• Essentials: $25/month per user
• Platform Plus: $100/month per user

3. Pipedrive

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Best For: Small event planners

This CRM is popular among solo planners or small teams who don’t need too many special features.

Key Features:

• Visual Event Pipeline – Drag-and-drop interface showing potential events from contact to contract
• Mobile-First Design – Update client info and track progress while on-site at events
• Email Integration and Tracking – Automatic email sync with open and click tracking

Pricing:

• Essential: $14/month
• Advanced: $39/month
• Professional: $49.90/month
• Enterprise: $99/month

4. Zoho CRM

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Best For: Budget-conscious event companies that need solid features

This CRM is often used by growing businesses watching their budget.

Key Features:

• Social Media Integration – Monitor brand mentions and engage with potential clients on social platforms
• Workflow Automation – Automated lead assignment, follow-up reminders, and contract milestone notifications
• Multi-Channel Communication – Email, phone, social media, and live chat all in one place

Pricing:

• Standard: $14/month with basic automation and customization
• Professional: $23/month including advanced customization and analytics
• Enterprise: $40/month with advanced automation and territory management
• Ultimate: $52/month with enhanced analytics and premium support

5. Airtable

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Best For: Creative event teams who think in visuals

It’s excellent for creative teams who want their projects laid out visually.

Key Features:

• Database-Spreadsheet Hybrid – Familiar spreadsheet feel with great database capabilities
• Visual Project Boards – Kanban-style boards for tracking event progress and vendor coordination
• Custom Field Types – Attachments, checkboxes, ratings, and formulas for diverse event planning data

Pricing:

• Free: Basic features
• Team: $20/month
• Business: $45/month
• Enterprise: Custom pricing for unlimited records and advanced security

6. Monday.com

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Best For: Event teams who need everyone on the same page

This CRM is ideal for team collaboration.

Key Features:

• Team Collaboration Tools – Real-time updates, @mentions, and file sharing keep everyone synchronized
• Visual Timeline Management – Gantt charts and timeline views for complex event coordination
• Custom Workflow Automation – Automated status updates, deadline reminders, and task assignments

Pricing:

• Free tier
• Basic: $9/month
• Standard: $12/month
• Pro: $19/month
• Enterprise: Contact for pricing

7. Copper

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Best For: Event companies using Google Workspace

This CRM integrates well with Google tools like Gmail, Google Calendar, and Google Drive.

Key Features:

• Native Google Integration – Automatic sync with Gmail, Google Calendar, and Google Drive
• Relationship Intelligence – AI insights on relationship strength and optimal contact timing
• Pipeline Automation – Moves deals through stages based on email interactions and calendar events

Pricing:

• Starter: $12/month
• Basic: $29/month
• Professional: $69/month
• Business: $134/month

Benefits of CRM Software for Event Management

The right CRM transforms your event business. Here’s how top platforms like HubSpot make your life easier and your business more profitable.

Centralized Communication Made Simple – No more email chaos. HubSpot‘s unified system keeps all vendor, client, and team conversations in one place. You’ll never lose another important email or miss a crucial deadline again.

Timeline Management That Actually Works – HubSpot’s automation handles the boring stuff. Contract reminders, payment alerts, and vendor confirmations are all sent automatically. You focus on the creative work while HubSpot handles the details.

Clients Who Actually Love You – HubSpot’s marketing automation sends personalized follow-ups and thank-you notes. Your clients feel special because they are. Happy clients become repeat clients and referrals.

More Money in Your Pocket – HubSpot‘s analytics show you which events make the most money. You’ll spot trends, optimize pricing, and focus on what works.

Time to Actually Think – HubSpot eliminates busy work. Less data entry, less chasing down information.

8 Important Features for an Event Management CRM

Here’s what your event management CRM absolutely needs to have. HubSpot leads the pack in every category.

• Multi-Project Pipeline Management – Track multiple events simultaneously without losing your mind. HubSpot’s custom pipeline stages show exactly where each event stands, making resource planning a breeze.

• Vendor and Venue Database – Keep detailed records of every supplier, their pricing, and performance ratings. HubSpot‘s contact management system remembers everything, so you don’t have to.

• Automated Communication Workflows – Send the right message at the right time, every time. HubSpot’s marketing automation handles follow-ups, reminders, and thank-you notes automatically.

• Document and Contract Management – Store proposals, contracts, and invoices in one secure place. HubSpot’s document management keeps everything organized with version control and approval workflows.

• Mobile Access That Actually Works – Update client info and track progress from anywhere. HubSpot’s mobile app gives you full CRM power on your phone or tablet.

• Integration Heaven – Connect with your favorite tools seamlessly. HubSpot’s marketplace offers over 1,000 integrations, from accounting software to specialized event tools.

• Reports That Make Sense – See which events make money and which don‘t. HubSpot’s reporting shows revenue trends, client costs, and vendor performance in easy-to-read dashboards.

• Team Collaboration Without the Drama – Keep everyone on the same page with shared inboxes and task assignments. HubSpot‘s collaboration tools mean no more “I didn’t know” moments.

How to Choose a CRM for Event Management (Step-by-Step)

Picking the right CRM doesn’t have to be overwhelming. Follow these steps to find your perfect match.

Step 1: Map Your Event Planning Process. Write down everything you do, from the first client call to the final invoice. Include every email, phone call, and meeting. This will show you exactly what features you need.

Step 2: List Your Must-Have Features. Based on your workflow, pick your non-negotiable features. Most event managers need vendor tracking, timeline management, and automated communication. Don‘t pay for features you’ll never use.

Step 3: Think About Your Tea.m Consider who’ll actually use this system. Are they tech-savvy or tech-phobic? The best CRM is one your team will actually adopt. Pretty features mean nothing if nobody uses them.

Step 4: Calculate the Real Cos.t Look beyond the monthly price. Factor in setup time, training, and potential overage charges. Sometimes the cheapest option costs the most in the long run.

Step 5: Pick a Platform That Grows with Your Event Management Business. Choose something that evolves with you. HubSpot‘s modular approach means you start simple and add features as you grow. After implementing HubSpot’s integrated system, UNTOLD unified 1000+ customer profiles and saved over 7,000 hours of work annually through smart automation.

Frequently Asked Questions

What is the best CRM for event management?

HubSpot wins for event management, no contest. It combines powerful automation with simple usability. HubSpot’s platform handles complex stakeholder relationships while keeping everything organized. Companies like UNTOLD saved thousands of hours annually after switching to HubSpot.

What features should I look for in a CRM for event management?

Focus on pipeline management, vendor databases, automated communication, document storage, mobile access, integrations, and reporting. HubSpot excels in all these areas, especially with Breeze AI for smart automation and over 1,000 integrations for connecting your favorite tools.

Is HubSpot good for event management?

Absolutely. HubSpot is built for service businesses like event management. It handles complex client relationships, automates routine tasks, and provides clear analytics. Real customers like UNTOLD prove that HubSpot delivers massive time savings and operational improvements.

How much does a CRM for event management cost?

Pricing ranges from free (HubSpot, Airtable) to $300+ monthly for enterprise solutions. Most event companies find what they need between $25-75 per user monthly. HubSpot offers the best free tier and pricing that scales with your business growth.

Do I need integrations with other event management tools?

Yes! Integrations multiply your CRM‘s power. Connect accounting software, email marketing, calendars, and specialized event tools. HubSpot’s integration marketplace offers over 1,000 pre-built connections, making it the most integration-friendly choice for event managers.

Meet HubSpot, the Top CRM Choice for Event Management Companies

HubSpot isn‘t just another CRM. It’s the growth engine that powers successful event management companies worldwide. Here’s why smart event managers choose HubSpot.

Why HubSpot Wins for Event Management:

• Pipeline Management That Makes Sense—HubSpot’s customizable deal stages mirror your actual event planning process. With crystal-clear visibility, track every opportunity from inquiry to invoice.

• Automation That Actually Helps – HubSpot’s workflows handle the repetitive stuff automatically. Follow-up emails, contract reminders, thank-you notes – all sent at the perfect time without you lifting a finger.

• Marketing Tools That Generate Leads – HubSpot doesn’t just manage existing clients. It helps you find new ones through lead generation, nurture campaigns, and conversion optimization powered by Breeze AI.

Ready to transform your event management business? Start with HubSpot’s free CRM today. See how proper organization and smart automation can turn event planning chaos into profitable growth.

Managing a restaurant is tough work. Between juggling tables, staff, and endless orders, keeping track of customer relationships can feel impossible. That’s where restaurant CRM software becomes your secret weapon.

According to the Pareto Principle, 80% of restaurant sales come from just 20% of repeat customers. So, you’ll need a good CRM that helps you turn first-time visitors into loyal regulars by tracking preferences, automating marketing, and creating personalized dining experiences.

Let’s look at the best restaurant CRM solutions available in 2025. We‘ll compare features, pricing, and show you how each system can help your restaurant grow. Plus, you’ll discover how Italian food brand Galbani Professionale sold over 20 tons of products by implementing HubSpot’s CRM. 

Table of Contents

• What is a CRM for restaurants?
• Best CRM Software for Restaurant Businesses
• Benefits of CRM Software for Restaurants
• 6 Important Features for a Restaurant CRM
• How to Choose a CRM for Restaurants (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Restaurant Companies

What is a CRM for restaurants?

A restaurant CRM is specialized software that helps you manage customer relationships and dining experiences. It collects guest data like contact details, order history, and preferences to create personalized service.

For example, HubSpot CRM unifies guest data and enables personalized dining experiences across sales, marketing, and service teams.

Best CRMs for Restaurants at a Glance

Best CRM Software for Restaurant Businesses

Finding the right CRM can transform how you connect with customers and grow your business. Here are our top solutions for restaurants in 2025:

1. HubSpot

Best For: HubSpot works best for growing restaurants that need marketing automation and customer relationship tools

HubSpot’s Smart CRM offers enterprise CRM functionality to help you unify your data, teams, and tech stacks on one platform. What makes HubSpot perfect for restaurants is its combination of powerful CRM features with marketing automation, all starting completely free.

Businesses like Amadori, a leading company in the food sector, have turned their websites into central hubs for all customer interactions and leverage a service management system that boosts customer experience by using HubSpot’s CRM.

Key HubSpot Features:

• HubSpot’s contact management offers storage for unlimited customer profiles with dining preferences, order history, and special dates like birthdays and anniversaries
• HubSpot’s email marketing tools send targeted campaigns based on customer behavior, with up to 2,000 free emails monthly
• HubSpot’s automation workflows follow up with guests, send birthday offers, and nurture customer relationships without manual work

HubSpot Pricing:

• Free: Unlimited contacts, basic CRM, limited forms, and email marketing (up to 2,000 emails/month)
• Starter: $15/month per user – Remove branding, advanced features
• Professional: Starts at $890/month – Marketing automation, custom reporting
• Enterprise: $3,600/month – Advanced AI, customer journey analytics

2. SevenRooms

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Best For: Upscale restaurants focused on premium guest experiences

This popular reservation and CRM solution is designed to give operators and their teams insight into the guest journey. The platform is known for creating detailed guest profiles and personalized experiences.

Key Features:

• Actionable Guest Profiles – Track detailed preferences, spending patterns, and visit history across a wide range of touchpoints
• Marketing Automation – Automated email campaigns with advanced segmentation and personalization
• Multi-location Management – Centralized guest data across multiple restaurant locations

Pricing: Contact the CRM for a quote, but a free trial is available.

3. OpenTable

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Best For: Restaurants prioritizing reservation management and diner discovery

This CRM’s main offering is its reservation system that includes a comprehensive diner network designed to help fill seats. With its large consumer base, OpenTable is known for boosting discoverabiltiy.  

Key Features:

• Diner Network – Access to a vast array of diners actively searching for restaurants
• Guest Profiles – Collect preferences, spending data, and visit frequency
• Email Marketing – Send targeted campaigns before and after dining experiences

Pricing: 3 tiers—Basic starting at $149 a month, Core at $299/month, and Pro at $499 per month

4. Toast

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Best For: Restaurants wanting integrated Point Of Sale (POS) and CRM functionality

The CRM is primarily recognized as a POS system with reservation and table management features. The CRM capabilities are built into their comprehensive restaurant management platform.

Key Features:

• Integrated POS Data – Automatically capture order history and preferences from point-of-sale transactions
• Email Segmentation – Create targeted campaigns based on detailed purchase data
• Loyalty Programs – Built-in credit card-linked rewards system

Pricing: Free Starter Kit (great for single-location restaurants); Point of Sale plan starts at $69/month; Custom pricing for Build Your Own plan.

5. Resy

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Best For: Fine dining restaurants seeking premium reservation experiences

As a reservation platform with an impressive consumer diner network, it’s designed for upscale establishments that want to maintain their brand while attracting quality diners.

Key Features:

• Premium Diner Network – Attracts higher-spending diners in major metropolitan areas
• Guest Information Collection – Captures contact details, special occasions, and dietary restrictions
• Survey Integration – Automated post-dining feedback collection

Pricing: Pricing typically starts at $249/month, which includes core features

6. Tock

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Best For: Restaurants with events, special experiences, or prepaid dining

This CRM is appreciated for it’s avility to give users more ownership over guest data, making it great for restaurants that want greater control over customer relationships.

Key Features:

• Prepaid Reservations – dvanced payment options
• Event Management – Cam mange special dinners, wine tastings, and unique experiences
• Data Ownership – Extensive control over guest information and marketing

Pricing: Basic: $79/month; Essential: $199/month; Premium: $399/month; Premium Unlimited: $769/month

7. EatApp

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Best For: Budget-conscious restaurants needing basic CRM functionality

This cloud-based reservation management system also functions as a CRM and offers white-label solutions that let you maintain your brand identity.

Key Features:

• White-Label Solution – Customize the platform with your restaurant’s branding
• Multi-Location Support – Manage several restaurants from one dashboard
• Basic Automation – Automated SMS and email marketing capabilities

Pricing: Free tier providing up to 30 covers/month. It also has three paid plan options: Starter ($49/month), Essential ($129/month), and Pro ($229/month)

Benefits of CRM Software for Restaurants

Restaurant CRM systems like HubSpot deliver measurable benefits that directly impact your bottom line. Here’s how:

Increased Customer Retention: The hospitality industry, which includes restaurants, has a lower average retention rate of about 55%. HubSpot helps you beat this average by tracking customer preferences and automating follow-up communications. 

Higher Revenue Per Customer: Repeat customers spend 67% more than new customers. HubSpot CRM helps identify your best customers and create targeted offers that increase their spending by using features like Custom Properties and Standard Contact Scoring.  

Reduced Marketing Costs: Retaining existing customers is also five times more cost-effective than acquiring new ones. Instead of spending heavily on advertising, you can focus on nurturing existing relationships with HubSpot Breeze AI, email marketing tools, or Marketing Hub.

Better Staff Efficiency: CRMs automate routine tasks like birthday reminders, follow-up emails, and reservation confirmations, freeing your staff to focus on delivering exceptional service. With HubSpot, these tasks are even easier with features like HubSpot’s marketing automation tools.

Data-Driven Decisions: With HubSpot’s advanced analytics capabilities, you can see which menu items are most popular, when your busiest times are, and which marketing campaigns work best.

6 Important Features for a Restaurant CRM

When choosing a restaurant CRM, focus on features that directly impact your daily operations and customer relationships:

• Guest Profiles and Preferences – Store detailed information about dietary restrictions, favorite dishes, seating preferences, and special occasions like anniversaries. HubSpot’s detailed customer profiles are an excellent example of this feature. 

• Reservation Management – Integrated booking system that captures guest data and reduces no-shows through automated confirmations. HubSpot’s free scheduling tool makes booking appointments easier by empowering customers to book appointments that align with their busy schedules. 

• Email Marketing and Automation – Send targeted campaigns based on visit frequency, spending patterns, and customer preferences using HubSpot email automation tools. 

• POS Integration – Automatically sync transaction data to build comprehensive guest profiles without manual data entry. HubSpot boasts many native POS integrations. 

• Multi-Location Management – Centralized dashboard for restaurant groups managing multiple locations and shared customer databases. HubSpot’s Reporting Dashboard centralizes your data and gathers actionable information on your restaurant’s marketing, sales, and customer service performance. 

How to Choose a CRM for Restaurants (Step-by-Step)

Finding the right CRM doesn’t have to be overwhelming. Follow these steps to make the best choice for your restaurant:

Step 1: Map Your Workflows. Start by documenting how customers interact with your restaurant. Do they mostly make reservations online? Order takeout? Walk in?

Understanding these touchpoints helps you choose a CRM that captures data from all customer interactions.

Step 2: Identify Must-Have Features. List the features you absolutely need versus nice-to-have options.

For example, a casual dining spot might prioritize email marketing over complex reservation management, while fine-dining restaurants might need advanced guest profiling more than loyalty programs.

Step 3: Compare Ease of Use and Team Fit. Most restaurant operators name staffing and training as top challenges to success. Choose a system that’s intuitive enough for your team to learn quickly without extensive training.

Step 4: Check Cost at Scale. Consider both current and future costs. A free system might work now, but will the pricing still make sense when you have 5,000 customers instead of 500? Factor in per-user fees, contact limits, and feature restrictions.

Step 5: Choose a Flexible Platform — Like HubSpot. The best restaurant CRMs grow with your business. HubSpot’s Smart CRM offers enterprise CRM functionality to help you unify your data, teams, and tech stacks on one platform. Furthermore, businesses like Amadori consolidated lead generation, email marketing, social media marketing, and CRM tools into a single hub

Frequently Asked Questions

What is the best CRM for restaurants?

HubSpot stands out as the best overall CRM for restaurants because it combines powerful customer management with marketing automation at an excellent price point.

Starting completely free, it grows with your business and offers services from basic contact management to advanced email campaigns and workflow automation.

What features should I look for in a CRM for restaurants?

Focus on guest profile management, POS integration, email marketing capabilities, reservation management, and automated follow-up systems, all of which are features found in HubSpot’s tools. 

The most important feature is the ability to track customer preferences and dining history to create personalized experiences that encourage repeat visits.

Is HubSpot good for restaurants?

Yes, HubSpot is excellent for restaurants. Its free CRM tier provides basic marketing tools, while paid plans offer advanced automation perfect for restaurant marketing.

The platform’s flexibility lets you start simple and add features as your restaurant grows, making it ideal for businesses of all sizes.

How much does a CRM for restaurants cost?

Restaurant CRM pricing varies widely. HubSpot offers a free option with unlimited contacts, while premium solutions from other CRMs cost thousands of dollars annually.

Most restaurants find good value in the $50-300 monthly range, depending on the features needed and restaurant size.

Meet HubSpot, the Top CRM Choice for Restaurant Companies

HubSpot has become the go-to CRM solution for smart restaurant operators who want to grow their business without breaking the bank. It’s no wonder Amadori achieved cost savings by transitioning from multiple disjointed systems to a unified HubSpot solution.

Here’s why thousands more restaurants and food-related businesses trust HubSpot:

• Free Forever Plan – Start with unlimited contacts, basic CRM features, and email marketing without any upfront costs or hidden fees

• Marketing Automation Built-In – Automatically send birthday offers, follow up with first-time diners, and nurture customer relationships without manual work

• Scales With Your Success – Begin free and upgrade only when you need advanced features, ensuring you never pay for capabilities you don’t use

HubSpot gives you complete ownership of your customer information while providing the tools to act on it effectively. Ready to see how HubSpot can work for your restaurant business? 

Get started with HubSpot today and discover why it’s the CRM choice that grows with your success.

Running a logistics business is far from easy. From juggling multiple shipments to coordinating with carriers, tracking deliveries, and keeping customers informed, you have your hands full with responsibilities.

Therefore, a Customer Relationship Management (CRM) system is a must-have to keep yourself and your organization on track to success. To run your business smoothly, you’ll need a CRM that centralizes customer data, automates communications, and streamlines operations.

If you‘re not sure what CRM is right for your company, you’ve come to the right blog because we‘re going to compare the top CRM solutions for logistics businesses. You’ll also learn how HubSpot CRM is the preferred choice for many successful logistics operations.

Plus, you’ll discover how logistics company Handled scaled from zero to 121 locations thanks to HubSpot CRM.

Table of Contents

• What is a CRM for logistics?
• Best CRM Software for Logistics Businesses
• Benefits of CRM Software for Logistics
• 7 Important Features for a Logistics CRM
• How to Choose a CRM for Logistics (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Logistics Companies

What is a CRM for logistics?

A CRM for logistics is a specialized platform that manages relationships with customers, carriers, suppliers, and partners while tracking shipments, handling quotes, and automating communications throughout the supply chain.

The right CRM doesn’t just manage contacts; it becomes the operational backbone of your logistics ecosystem—which is why many logistics businesses choose HubSpot. HubSpot CRM unifies data and seamlessly manages the relationships between companies, customers, suppliers, and partners. 

Best CRMs for Logistics Businesses at a Glance

Best CRM Software for Logistics Businesses

Scouring the internet for the best logistics CRM software can be tedious, and time is money in the marketing world. So, here’s a quick breakdown of the top CRM software for logistics businesses.

1. HubSpot CRM

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Best For: HubSpot is best for small to medium-sized logistics companies seeking a comprehensive, user-friendly CRM with excellent value.

HubSpot CRM offers a free, user-friendly platform boasting a mobile app with a range of features beneficial to logistics companies, allowing for operational efficiency. The platform stands out for its intuitive interface and powerful automation capabilities, which are specifically valuable for logistics operations.

For instance, HubSpot CRM played a pivotal role in the way Handled, a home improvement company, grew rapidly from a startup to an enterprise company—expanding into 121 new locations in 37 states in just 18 months.

Handled‘s founder, Seth Waite, credits Handled’s success and growth to the CRM’s workflows, programmable automation, and all-in-one system.

“HubSpot is the hub for our entire business,” he says. “It allowed us to move incredibly fast. We couldn’t move as quickly as we did as a company without the ability to pull everything together into one simple, smooth place. It’s phenomenal.”

Key HubSpot Features:

• Contact Management – HubSpot CRM can store and organize customer, carrier, and supplier information with automated data enrichment that pulls company details from public sources.
• Shipment Communication Automation – HubSpot’s email automation creates automated email sequences for delivery confirmations, status updates, and customer follow-ups based on shipment milestones.
• Mobile Accessibility – HubSpot makes it seamless to access customer data, update shipment status, and communicate with clients directly from trucks or warehouse floors through the comprehensive mobile app.

HubSpot Pricing:

• Free: Up to 1,000 contacts with basic CRM features
• Starter: $15/user/month (Marketing Hub with CRM integration)
• Professional: $800/month for 5 users with advanced automation

2. Salesforce Sales Cloud

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Best For: Large logistics enterprises requiring extensive customization and advanced features

This CRM targets enterprise users who have time to configure its many settings and navigate a steep learning curve. It is designed for organizations with dedicated IT resources and complex operational requirements.

Key Features:

• Workflow Automation – Create multi-step processes for quote generation, carrier selection, and customer onboarding with conditional logic
• Einstein AI Integration – Leverage predictive analytics for demand forecasting, route optimization recommendations, and lead scoring based on shipping patterns
• Integration Ecosystem – Connect with transportation management systems, warehouse management software, and accounting platforms through pre-built connectors

Pricing:

• Starter Suite: $25/user/month (limited features)
• Pro Suite: $100/user/month
• Enterprise: $165/user/month
• Unlimited: $330/user/month with 24/7 support
• Agentforce 1 Sales: $550/user/month

3. Pipedrive

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Best For: Sales-focused logistics teams prioritizing deal management and pipeline visibility

It helps you organize driver logistics in multiple locations via one CRM transport system. The platform manages the sales process for logistics services with clear visual pipelines.

Key Features:

• Visual Sales Pipeline – Track logistics contracts from initial quote through delivery completion with customizable stages 
• Automated Customer Updates – Send estimates, invoices, and shipment tracking information automatically based on deal progression and delivery milestones
• Mobile CRM Access – Enable drivers and field staff to update delivery status, capture signatures, and record customer interactions from mobile devices

Pricing:

• Essential: $14/user/month
• Advanced: $39/user/month
• Professional: $49/user/month
• Power: $64/user/month
• Enterprise: $99/user/month

4. Zoho CRM

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Best For: Small to medium logistics businesses 

This CRM offers a platform tailored to various stakeholders within logistics operations. 

Key Features:

• Workflow Automation – Automate tasks like status updates, invoice generation, and follow-up communications based on shipment events and customer actions
• Multi-Channel Communication – Manage customer interactions via email, phone, social media, and live chat from a unified interface
• Territory Management – Organize logistics operations by geographic regions, assign accounts to specific teams, and track performance across different service areas

Pricing:

• Free: Up to 3 users with basic features
• Standard: $14/user/month
• Professional: $23/user/month
• Enterprise: $40/user/month
• Ultimate: $52/user/month

5. Freshsales

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Best For: Growing logistics companies needing AI-powered insights and team collaboration tools

This CRM helps businesses in the logistics industry to streamline processes and grow revenue through data-driven insights.

Key Features:

• AI-Powered Lead Scoring – Identify valuable logistics prospects using machine learning algorithms 
• Shipment Journey Tracking – Monitor order fulfillment from pickup through delivery with updates and bottleneck identification for improved efficiency
• Team Collaboration Tools – Share account information, coordinate on complex logistics projects, and maintain communication history across sales, operations, and customer service teams

Pricing:

• Free: Up to 10 users with basic CRM
• Growth: $15/user/month
• Pro: $49/user/month
• Pro + AI Copilot: $78/user/month
• Enterprise: $79/user/month

6. Method CRM

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Best For: Logistics businesses using QuickBooks that need accounting integration

This CRM offers integration with QuickBooks, allowing logistics companies to sync customer data, invoicing, and financial reporting without manual data entry.

Key Features:

• Native QuickBooks Sync – Synchronize customer information, invoices, payments, and logistics job costs between your CRM and accounting system
• Custom Field Creation – Build data fields for freight orders, delivery routes, carrier information, and warehouse management without coding 
• Field Service Management – Schedule drivers, track vehicle locations, and manage delivery appointments with GPS integration and routing tools

Pricing:

• Contact Management: $25/user/month
• CRM Pro: $44/user/month
• CRM Enterprise: $79/user/month
• CRM Multi-Entity: Contact Method CRM for pricing

7. Networcx

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Best For: Logistics companies requiring functionality for tenders, quotes, and complex operations

• Tender Management System – Handle complex logistics RFPs, compare carrier bids, and manage contract negotiations through workflows designed for transportation
• Configure-Price-Quote (CPQ) – Generate logistics quotes using rate data, fuel surcharges, and route optimization with automated pricing rules
• Performance Analytics – Track logistics metrics including delivery rates, cost per mile, carrier performance, and customer satisfaction, with dashboards

Networcx Pricing: Custom pricing based on company size and feature requirements

Benefits of CRM Software for Logistics

Improved Customer Communication: Automated status updates and proactive notifications from CRMs like HubSpot keep customers informed throughout shipping, reducing support calls and increasing satisfaction.

Enhanced Operational Visibility: For example, HubSpot’s real-time dashboards provide insights into performance and customer interactions, enabling better decision-making and issue resolution.

Streamlined Quote Management: Automated pricing tools and standardized templates, like those available via HubSpot, reduce quote generation time from hours to minutes while ensuring accuracy and consistency.

Better Carrier Relationships: Centralized carrier information, HubSpot’s performance tracking tools, and communication history improve vendor management and partnership development. 

Increased Sales Efficiency: For instance, HubSpot’s pipeline management and automated follow-ups help logistics sales teams focus on high-value opportunities and close deals faster.

7 Important Features for a Logistics CRM

• Shipment Tracking Integration – Real-time visibility into delivery status with automatic customer notifications and exception alerts made possible via HubSpot’s automated workflows. 

• Mobile Accessibility – Full CRM functionality, like HubSpot’s CRM app, on smartphones and tablets for drivers, warehouse staff, and field personnel

• Automated Communication Workflows – Triggered emails and SMS messages based on shipment milestones, delivery confirmations, and customer actions. All possible via HubSpot’s automated workflows and email automation.

• Quote and Rate Management – HubSpot’s CRM tools can be used for generating accurate pricing, managing fuel surcharges, and comparing carrier rates

• Carrier and Vendor Management – HubSpot offers a centralized database of transportation providers with performance metrics and contact information

• Territory and Route Organization – For instance, HubSpot’s geographic management tools for assigning accounts, planning deliveries, and optimizing driver schedules

• Integration Capabilities – Seamless connections to transportation management systems, warehouse management software, and accounting platforms

How to Choose a CRM for Logistics (Step-by-Step)

Step 1: Map Your Workflows. Document your current processes from initial customer contact through delivery completion. Identify pain points like manual data entry, communication gaps, and reporting challenges.

Step 2: Identify Must-Have Features. Prioritize features based on your specific logistics operations. Freight brokers need tools different from last-mile delivery companies or warehouse operators.

Step 3: Compare Ease of Use and Team Fit. Consider your team’s technical expertise and time available for training. HubSpot CRM is widely recognized as one of the most user-friendly CRMs available today, making it ideal for teams seeking quick adoption.

Step 4: Check Cost at Scale. Calculate total cost, including per-user fees, add-ons, and integration costs, as your team grows. Factor in implementation time and training expenses.

Step 5: Choose a Flexible Platform — Like HubSpot. Select a CRM that can evolve with your logistics business needs. HubSpot Sales Hub can help logistics companies better track sales pipeline and accurately forecast sales, helping manage operations and increasing chances of success.

Frequently Asked Questions

What is the best CRM for logistics?

HubSpot CRM is the top choice for most logistics businesses due to its comprehensive free tier, user-friendly interface, and powerful automation features. It offers excellent value for companies of all sizes with specific tools beneficial for logistics operations.

What features should I look for in a CRM for logistics?

Essential features include shipment tracking capabilities, mobile access for drivers and field staff, automated customer communications (available via HubSpot’s Smart CRM and workflows), quote management tools, carrier/vendor databases, and integration with transportation management systems.

Is HubSpot good for logistics?

Yes, HubSpot excels for logistics companies. HubSpot provides a cost-effective solution with essential features to manage customer relationships and offers specialized tools for shipment tracking, automated communications, and mobile access that directly address logistics industry needs.

How much does a CRM for logistics cost?

CRM pricing varies widely, from free options like HubSpot’s basic plan to enterprise solutions costing $300+ per user monthly. Most logistics companies succeed with mid-tier plans ranging from $15-$50 per user per month, providing essential features without excessive complexity.

Can logistics CRMs integrate with existing software?

Yes, modern logistics CRMs offer extensive integration capabilities. HubSpot provides over 500 integrations, Salesforce offers 3,000+ connectors, and most platforms can connect with transportation management systems, accounting software, and warehouse management tools through APIs or pre-built integrations.

Meet HubSpot, the Top CRM Choice for Logistics Companies

HubSpot is the premier CRM solution for logistics businesses, combining powerful functionality, user-friendly design, and exceptional value. Here’s why industry leaders choose HubSpot:

• Comprehensive Free Tier – Start with robust CRM features at no cost, including contact management, deal tracking, and basic automation tools

• Logistics-Focused Automation – Create workflows that automatically update customers on shipment status, generate quotes, and follow up on deliveries based on your operational triggers

• Mobile-First Design – Enable your drivers, warehouse staff, and field teams to access customer data, update delivery status, and capture critical information from any location

HubSpot enabled logistics company Handled scale from zero to 121 locations across 37 states in just 18 months by providing a unified CRM platform that automated their sales, marketing, and customer service processes.

Ready to see how HubSpot can work for your logistics business? Get started with HubSpot today and transform your customer relationship management with the industry’s most trusted platform.

The fitness industry is growing fast, but managing member relationships is getting harder. The global fitness industry is estimated to be worth $257 billion in 2025 and continues to expand at a rapid pace. With this growth comes fierce competition, making it essential for fitness businesses to deliver exceptional member experiences while streamlining operations.

Fitness businesses face unique challenges that generic CRMs can’t solve. You need tools that handle class scheduling, membership management, payment processing, and member retention—all while tracking leads and automating follow-ups. Without the right CRM, you risk losing potential members, struggling with retention, and missing growth opportunities.

This guide compares the top CRM solutions for fitness brands, featuring pricing breakdowns, key features, and implementation guidance. Gold’s Gym SoCal had its best six months of sales after implementing HubSpot‘s Sales Hub, demonstrating the platform’s effectiveness in driving fitness business growth.

Table of Contents

• What is a CRM for fitness businesses?
• Best CRMs for Fitness Businesses at a Glance
• Best CRM Software for Fitness Businesses
• Benefits of CRM Software for Fitness Businesses
• 6 Important Features for a Fitness CRM
• How to Choose a CRM for Fitness Businesses (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Fitness Companies

What is a CRM for fitness businesses?

A CRM for fitness businesses is a customer relationship management platform designed specifically for gyms, studios, and wellness centers.

It combines traditional CRM features like contact management and sales tracking with fitness-specific tools, including class scheduling, membership management, and automated member communication to help fitness brands attract, engage, and retain members.

HubSpot exemplifies this approach by unifying member data and enabling personalized experiences across sales, marketing, and service teams.

Best CRMs for Fitness Businesses at a Glance

CRM	Best For	Key Features	Pricing	Free Trial
HubSpot	Growing fitness businesses	Free CRM, marketing automation, sales tracking, email marketing	Free (up to 1M contacts), Starter $15/month	Yes
Mindbody	Boutique fitness studios	Class scheduling, member management, payment processing	Starts at $99/month	No
Exercise	All-in-one fitness management	Custom-branded app, workout delivery, comprehensive CRM	Custom pricing	No
TeamUp	Class-based fitness businesses	Class scheduling, member portal, payment processing	Starts at $10/month	No
Glofox	Boutique gyms and studios	Mobile app, class booking, membership management	Custom pricing	No
ABC Fitness	Large fitness chains	Enterprise billing, member management, payment processing	Custom pricing	No
Salesforce	Enterprise fitness brands	Advanced automation, customization, extensive integrations	$25/user/month	Yes

Best CRM Software for Fitness Businesses

1. HubSpot

Best For: Growing fitness businesses seeking comprehensive marketing and sales tools with HubSpot’s proven track record

HubSpot delivers the most complete CRM solution for fitness businesses looking to scale. The platform combines powerful CRM features with marketing automation, making it ideal for fitness brands focused on growth.

Key HubSpot Features:

• HubSpot’s free CRM with unlimited contacts – Essential for fitness businesses managing large member databases
• HubSpot’s marketing automation – Automated email sequences for trial member conversion and win-back campaigns
• HubSpot’s sales pipeline management – Track leads from initial inquiry to membership signup with customizable deal stages

HubSpot Pricing:

• Free: Core CRM features, 1,000 marketing contacts, basic email marketing
• Starter: $15/month per user with advanced features
• Professional: $890 per month

2. Mindbody

Source

Best For: Boutique fitness studios and wellness centers

This solution specializes in fitness and wellness businesses, offering industry-specific features that simplify daily operations. The platform provides essential tools for managing availability, accepting online bookings, and checking in clients.

Key Features:

• Class scheduling system – Booking management with automated reminders
• Mobile app for members – Self-service booking and account management
• Payment processing – Integrated billing with recurring membership payments

Pricing: Starting at $99/month, with pricing scaling based on business size and features needed.

3. Exercise

Source

Best For: Fitness businesses wanting all-in-one management

This CRM offers tailored functionalities for fitness businesses. The platform provides great CRM features alongside workout delivery, custom app development, and fitness business tools.

Key Features:

• Custom-branded mobile app – Personalized member experience with custom branding
• Workout delivery system – Create and deliver personalized workout plans
• Comprehensive CRM – Full member lifecycle management from lead to retention

Pricing: Custom pricing based on business size and feature requirements. Contact for demo and pricing.

4. TeamUp

Source

Best For: Class-based fitness businesses and studios

It focuses on simplifying class management and member engagement for fitness businesses that rely mostly on scheduled classes.

Key Features:

• Class scheduling and booking – Intuitive booking system with waitlist management
• Member portal – Self-service booking and account management
• Flexible payment options – Multiple payment methods and membership plans

Pricing:

Plus: $10/month

Pro: $25/month

Business: $60/month

Enterprise: $105/month

5. Glofox

Source

Best For: Boutique gyms and premium fitness studios

This CRM targets boutique fitness businesses with premium features and user experience. The platform offers tools to manage memberships and encourage engagement.

Key Features:

• Mobile-first design – Optimized for smartphone usage by members and staff
• Class booking system – Streamlined booking with automated notifications
• Membership management – Comprehensive member tracking and engagement tools

Pricing: Custom pricing based on business requirements. Contact for personalized quote.

6. ABC Fitness

Source

Best For: Large fitness chains and enterprise operations

This CRM serves larger fitness operations needing membership management and billing features.

Key Features:

• Enterprise billing system – Complex billing scenarios and multi-location management
• Member management – Comprehensive member data and interaction tracking
• Payment processing – Advanced payment handling for large-scale operations

Pricing: Custom pricing. Contact for a quote.

7. Salesforce

Source

Best For: Enterprise fitness brands with complex requirements

This solution provides CRM capabilities for fitness businesses requiring customization and integration.

Key Salesforce Features:

• Advanced automation – Workflow automation for member lifecycle management
• Extensive customization – Tailor the platform to specific fitness business needs
• Comprehensive integrations – Connect with hundreds of third-party applications

Pricing: Starting at $25/user/month for basic features, with higher tiers for advanced functionality.

Benefits of CRM Software for Fitness Businesses

Improved Member Retention: Automated follow-ups and personalized communication keep members engaged and reduce churn rates. HubSpot’s marketing automation features enable fitness businesses to create targeted retention campaigns that nurture member relationships over time.

Streamlined Operations: Centralized member data eliminates manual processes and reduces administrative burden. HubSpot’s comprehensive contact management system provides a single source of truth for all member interactions and data.

Better Lead Management: Track prospects from initial contact through membership signup with automated nurturing sequences. HubSpot’s sales pipeline management allows fitness businesses to visualize and optimize their conversion process.

Enhanced Member Experience: Self-service portals and mobile apps improve convenience and satisfaction. HubSpot’s integrated tools enable fitness businesses to create seamless member experiences across all touchpoints.

Data-Driven Decisions: Analytics and reporting provide insights into member behavior and business performance. HubSpot’s built-in analytics and customizable reporting help fitness businesses make informed decisions about their marketing and operational strategies.

6 Important Features for a Fitness CRM

• Class Scheduling Integration – Seamless booking and management for fitness classes and personal training sessions. HubSpot’s calendar integration and automated scheduling tools help fitness businesses streamline their booking processes.

• Member Portal Access – Self-service booking, payment, and account management capabilities. HubSpot’s customer portal functionality enables fitness businesses to provide members with 24/7 access to their account information and services.

• Automated Communication – Email and SMS campaigns for member retention and re-engagement. HubSpot’s marketing automation workflows can trigger personalized messages based on member behavior and engagement patterns.

• Payment Processing – Integrated billing for memberships, classes, and retail products. HubSpot’s native payment processing capabilities and integrations with popular payment processors make it easy for fitness businesses to handle transactions.

• Mobile Accessibility – Mobile-optimized interface for staff and member usage. HubSpot’s mobile app ensures fitness businesses can manage relationships and communications on the go.

• Reporting and Analytics – Track member engagement, revenue, and business performance metrics. HubSpot’s customizable dashboards and reporting tools, powered by Breeze AI, provide fitness businesses with actionable insights into their operations.

How to Choose a CRM for Fitness Businesses (Step-by-Step)

Step 1: Map Your Workflows. Document your current member journey from initial inquiry to long-term retention. Identify pain points in scheduling, communication, and member management.

Step 2: Identify Must-Have Features. List essential features like class scheduling, payment processing, and member communication tools. Prioritize based on your business model and member needs.

Step 3: Compare Ease of Use and Team Fit. Test user interfaces with your staff. The best CRM is one your team will actually use consistently.

Step 4: Check Cost at Scale. Calculate total cost including user licenses, integrations, and potential growth. Consider both current needs and future expansion.

Step 5: Choose a Flexible Platform — Like HubSpot. Select a CRM that grows with your fitness business. Gold’s Gym SoCal had its best six months of sales ever after implementing HubSpot’s unified CRM platform, demonstrating how the right system can transform fitness business operations.

Frequently Asked Questions

What is the best CRM for fitness businesses?

HubSpot is the top choice for most fitness businesses due to its comprehensive free CRM, marketing automation, and fitness-specific integrations. HubSpot’s unified platform scales from small studios to large gym chains while providing essential member management and growth tools.

What features should I look for in a CRM for fitness businesses?

Essential features include class scheduling, member management, payment processing, automated communication, mobile access, and reporting. HubSpot provides all these capabilities through its integrated platform and powerful automation tools powered by Breeze AI.

Is HubSpot good for fitness businesses?

Yes, HubSpot is excellent for fitness businesses. Multiple fitness companies use HubSpot CRM to manage their members and drive growth, with Gold’s Gym SoCal achieving its best six months of sales after implementing the platform. HubSpot offers fitness-specific tools, including automated member nurturing and retention campaigns.

How much does a CRM for fitness businesses cost?

Pricing ranges from free (HubSpot) to $300+/month, depending on features and business size. HubSpot offers powerful workflow automation tools starting with their free tier, making it accessible for fitness businesses of all sizes.

Can fitness CRMs integrate with existing systems?

Most modern fitness CRMs offer integrations with popular fitness apps, payment processors, and business tools. HubSpot provides over 1,000 integrations through its marketplace, ensuring fitness businesses can connect their existing tools and systems.

Meet HubSpot, the Top CRM Choice for Fitness Companies

HubSpot stands out as the premier CRM solution for fitness businesses seeking growth and operational efficiency. With its comprehensive free tier and powerful automation capabilities, HubSpot provides everything fitness brands need to attract, convert, and retain members.

Key HubSpot advantages for fitness businesses:

• Free CRM with unlimited contacts – No cost barrier for growing member databases

• Marketing automation – Automated email sequences for trial conversions and member retention

• Sales pipeline management – Track leads from inquiry to membership with customizable stages

Crunch Fitness increased its free trial sign-ups by 28% after implementing HubSpot‘s all-in-one CRM platform, showcasing how the system transforms fitness business operations. The platform’s flexibility allows fitness businesses to create custom workflows for member onboarding, class reminders, and win-back campaigns.

With built-in analytics and reporting, fitness brands can track member engagement and optimize their retention strategies. HubSpot‘s comprehensive approach ensures that fitness businesses have all the tools they need to succeed in today’s competitive market.

Ready to see how HubSpot can work for your fitness business? Get started with HubSpot today and transform your member relationships.

If I told you about a local business that’s seen 239% growth since the pandemic, what channel would you guess they were leading with? Paid ads? TikTok? Blood magic?

If I said “print mail,” you’d probably think blood magic was more likely. But last year, 84% of marketers said direct mail had the highest ROI of channel they use. 🤯

When I heard that stat, I knew I had to find an expert who could explain it. What I found was a master who not only knows direct mail — she used it to build her own 9-figure business.

Joy Gendusa

Founder and CEO, PostcardMania

Fun fact: Joy has an 8 ft. hydroponic tower in her office so that she and her staff can regularly harvest a healthy lunch. (“It’s been such a hit, I hired someone to grow food on PostcardMania’s property. We have a bunch of huge grow boxes with herbs, lettuces, and tomatoes.”)

Claim to fame: Created a business that’s grown to almost 400 employees and $100 million annually — without any investors or angels — simply because she couldn’t find a postcard company she liked.

Lesson 1: Primp and preen for the mail gaze.

“ People have so much digital advertising fatigue,” says Joy Gendusa. “Just the popups and the zillion emails. I don’t know about you, but I bulk-delete emails in the morning. I just go, ‘Brrrrrrrr,’” she gestures with a finger going down the list.

And the stats back her up, with 73% of desktop users citing online ads as their number one frustration in a recent survey by The Harris Poll. And almost 1 in 3 internet users use an ad blocker.

But that doesn’t mean a full return to the days of the Pony Express. Gendusa shares some tips for making mailers more modern:

• Add a QR code that sends recipients to the same landing page as your digital ads to create a cohesive experience.
• Use a custom URL just for your mailer. That way you can track what traffic comes from your print ads just like any digital channel.
• On the back end, you can even integrate your direct mail service with your CRM to automate personalized print campaigns.

“We’ve integrated with a number of CRMs, so a salesperson can do a one-off postcard without leaving their keyboard,” she says. “They just go in there, type a message, and the card is pre-designed.”

That means you can do lookalike campaigns, retargeting groups, and any number of fancy shenanigans you usually associate with digital marketing.

Lesson 2: Can the spam.

It’s time for some inward reflection, marketers. That digital ad fatigue? We did that. So it’s critically important not to fall back into spammy habits with your mailers.

So I asked Gendusa how marketers should think about a quality piece of mail.

“Your headline should instantly communicate what the product or service is, or what problem it solves, without the person having to think at all,” she says. Clarity > cleverness.

“And the graphic should back that up.” So, say you’re a dentist: The headline might mention clean, healthy teeth, and you’d use an image of a beaming, beautiful smile.

“You also want to have a bright, non-matching color for your CTA.” A non-matching color will draw the reader’s eye to the CTA — whether they want to look or not.

“Designers hate this rule,” she laughs. “They hate it so much. But we insist.”

Finally, don’t forget the web address or QR code.

After our chat, Gendusa shared with me the 12 tips she sends her own customers.

Lesson 3: Never cut marketing budget during difficult times.

You may want to pause here and forward this email to your favorite CFO.

“I cut marketing in 2008 during the mortgage crisis. Bad move.” It took almost two years for their performance numbers to return to pre-crisis levels.

During unpredictable economic times (ahem), it can be tempting to trim the budget where you can. But if you slash your marketing spend, you’re cutting off the top of your funnel, reducing your new business.

“We’ve had a couple of times in our history where I cut it a little bit on the advice of others, and I regret it every single time.”

“I’m not scared to lose money on marketing,” she adds. “When I first started, I spent more on marketing than I paid myself. And I do the same thing now.”

And what advice does she have for those executives or business owners thinking about making a trim?

“Come on. You’re a business person. You’ll figure out how to make money.”

I went from marketing manager to CMO in four years. It was fast. It was exciting. And, honestly, it was a little painful. I lost sleep. I lost hair. I made a lot of mistakes and learned most of what I know now the hard way.

What I quickly realized is this: Being a great marketer is not the same as being a great marketing leader. Especially in a high-growth environment. The skills that got me promoted — the hands-on stuff, the campaigns, the creative — weren’t the same ones I needed to lead a team, align with cross-functional departments, or report to a CEO.

That gap hits you fast once you’re in the hot seat.

So if you‘re on that path, whether you’re newly promoted, leading a team for the first time, or aiming for the CMO role, this post is for you. These are five mindset shifts that helped me make that leap and that still shape how I lead today.

How to Go from Marketer to CMO

1. Lead with the story, not the strategy.

One of the biggest mindset shifts I had to make as a marketing leader was learning to lead with the story, not the tactical plan.

Early on, it’s tempting to drive straight to strategy: Which campaigns should we run? Which channels should we optimize? But over time, I started to notice a pattern. The companies that broke through didn’t start with tactics or even traditional strategy. They started with a story: a clear explanation of what was changing in the market, and why their product existed because of it.

At Drift, that story was “conversational marketing.” It reflected a real shift in how people wanted to buy. No one wanted to fill out a form and wait. They wanted to get answers in real time. That phrase gave our customers language to explain why we mattered. And, it gave our team clarity about what we were building, why it mattered, and how to talk about it.

Your job as a marketing leader is to define that kind of narrative, and then continuously reinforce it. What’s changing for your customer? What shift are they trying to navigate? And how does your product help them respond?

When the story is clear, repeatable, and grounded in something real, everything else — positioning, messaging, roadmapping — gets easier and more aligned.

Drift wasn’t the only company to build its strategy around a story. HubSpot did it with “inbound marketing,” and Gainsight did it with “customer success.” In both cases, the story came first, and the strategy followed.

2. Learn how to communicate with your CEO.

I used to think the way to show impact was to list everything the team was working on. I’d put together long status updates, filled with detail about campaigns, performance, and team activity. I thought it would show how productive we were.

But, I quickly learned that leadership doesn’t have the context (or time) to follow the tactical details. They’re focused on two things: revenue and narrative. They want to know:

• How is marketing helping us hit our goals?
• And are we telling the right story to the market?

Once I understood that, I changed how I communicated with my CEO. I stopped listing updates and started offering a point of view. I shared what we were seeing in the market, what was working or not, and what might need to change. I also started thinking more about what the CEO was responsible for, and how marketing could support that.

So much of leadership is learning to communicate. That doesn’t mean over-explaining. It means knowing what your executive team cares about and helping them see clearly how marketing connects to those priorities.

3. Test before you team-build.

When you’re growing a marketing team, it’s tempting to solve every problem by hiring. Need PR? Bring in an agency. Want to expand into events? Post a job. But I learned the hard way that hiring without clarity usually backfires.

Early in my career, I made a few hires where I couldn’t quite articulate what success looked like. I just knew we needed “help.” But without a clear sense of the role or the outcomes, it was hard to guide, support, or evaluate the work. And in some cases, it created more complexity than momentum.

What worked better was trying to solve the problem internally first. Sometimes that meant taking it on myself. Other times, I’d ask someone on the team to run a small pilot. Could we test a webinar program in-house? Try a basic PR outreach round? Put together a few partner co-marketing campaigns?

These experiments always taught us something. They gave us a clearer view of what the role should actually involve, how to measure success, and what kind of person we’d need to own it long-term. When it came time to hire, we were sharper, faster, and far more confident in the decision.

Pro tip: Not sure how to start? Run a scrappy version of the function in-house for 3-4 months. That short sprint is usually enough to test demand, clarify the scope, and decide if this should become a full-time role, a freelance contract, or something to revisit later.

4. Think beyond your function and make friends.

Something I didn’t expect when I stepped into a marketing leadership role was just how much of my job would be about building relationships outside of marketing.

As an individual contributor, you’re often focused on a single channel or set of programs. But as a leader, you need to operate more like a general manager. You’re still thinking about performance and pipeline, but also about headcount, budget, cross-functional alignment, even internal morale.

Early on, I tried to do everything myself. I’d open up Salesforce reports, build forecast models, and stress over budget spreadsheets. I thought being a good leader meant owning it all. But over time, I realized that wasn’t sustainable or strategic. I didn’t need to “be” finance or sales. I needed to figure out how to closely partner and align with them.

That meant regular check-ins, not just to update each other but to really collaborate and build trust. What are we all trying to achieve this quarter? Where do our workstreams overlap? What do they need from marketing, and what do we need from them?

When those relationships are strong, marketing becomes more than a function. It becomes a multiplier for the business.

5. Engineer your own momentum.

At a certain point, every team hits a lull. Maybe you’re waiting on a product launch. Or your budget hasn’t been approved. Or leadership is rethinking the roadmap.

When that happens, it’s easy to feel stuck. But one of the most valuable lessons I learned at Drift was that marketing doesn’t have to wait. You can create your own momentum to work your way towards success.

We started doing monthly launches every first Tuesday of the month, no matter what. Sometimes, it was a big product release. Other times, it was a new report, a customer story, or a podcast series. What mattered wasn’t the size of the launch, but the consistency.

Those launches gave the team a sense of rhythm. They kept us visible in the market. And, they created internal urgency that actually helped drive execution across other teams.

You don’t need to wait for a “big moment” to make noise. Just commit to showing up. The motion you create now can set the tone for how the rest of the org operates.

Make the Shift From a Marketer to Leader

The leap to marketing leadership isn’t about doing more. It’s about thinking differently. From tactics to narrative. From activity to impact. From running campaigns to building trust across the business.

It means learning to communicate like an owner, aligning your team around a bigger story, and making decisions that drive the business forward — even if there’s no momentum to give you a push. The sooner you start making that shift, the more ready you’ll be when the opportunity comes.

In an hour, ChatGPT-o3 can make you dozens of high-level marketing graphics — the kinds of campaigns that would take some teams weeks to complete. And the graphics aren’t just a first draft starting point. They’re final assets ready to run.

I tested this out on a recent flight and managed to create an entire 2025 marketing campaign in about an hour. Brainstorming. Prompt writing. Graphics generation and iteration. ChatGPT has evolved from a simple productivity tool into a high-level creative and strategic partner.

The new ChatGPT equation for AI-savvy marketers is this: deep research + your brand standards + o3-generated prompt + in-app editing = full graphics pipeline. I’m going to show you exactly how that looks and offer tips that I found make this process much more effective.

Why ChatGPT-o3 Is a Game Changer

ChatGPT-o3 was released at the end of 2024, and OpenAI has shared big upgrades in 2025. To me, o3 feels very human, and I’m having a ton of fun with the leap forward in image generation. There’s a tangible magic for marketers.

Let’s look at the under-the-radar features of ChatGPT-o3 that should be common knowledge, plus some use cases for 4o image generation.

Improved Prompting

You’ve probably heard many times that AI is only as good as the prompts you give it. Focus on these two things with o3: self-prompting and context.

I think o3 is a fantastic prompt writer, and I’ve gotten in the habit of asking for prompts as a part of every output. They still need to be massaged sometimes, but it’s a big boost, and the output is more unique when compared to generic copy-pasted prompts.

But be warned, this only reaches its potential with enough context. The more context you provide in your chats, the more tailored the output will be. This is an important shift for marketers.

Originally, AI was just aggregating existing ideas from the internet and giving you the average best practice. But now, if you actually work with it, ChatGPT comes up with very unique, specific ideas that are contextual to your needs.

In my case study below, you’ll see exactly how I’m engaging o3 in prompt engineering. This podcast episode also shares tips for improving your output with better prompting:

Library

Welcome to the most under-the-radar feature that ChatGPT added in the last year: The image library. This allows you to store, edit, and iterate images visually. Once you’ve created a graphic, you can go back to any of those threads to edit and iterate further (tips on this in a minute).

There’s so much you can do from this one pane in the ChatGPT interface:

• Basic editing and reiteration.
• Get a high level of consistency.
• Single image creation, all the way to generating entire campaigns.

The library is a game changer for quick edits of your graphics, giving you a beautiful visual display of everything you’ve generated. The thumbnails in my library below look like digital assets that a skilled team has worked diligently on:

Pro tip: Click on the library tab to create your images instead of prompting in a normal chat. Not only will this generate image variations faster, but it also creates better assets overall. ChatGPT-o3 instructed me to use the library tab for this reason, and through testing, I saw a noticeable improvement.

Source

Deep Research

I prompted ChatGPT to do deep research on our customer agent, and it generated an entire creative brief that covered features, value propositioning, messaging, style guide — everything.

Don’t skip this step: I promise you that success with o3 starts here. We share deep research help in our AI prompt library, under the “deep research” tab:

Source

Memory

Another underappreciated aspect of o3 is the memory feature. In a nutshell, these features include:

• Automatic updates, proactively remembering content to provide personalized information.
• User-controlled memory. You add to the memory through your chats, but did you know that you can also manually remove from the memory? This can be done through Settings > Personalization > Memory (example: removing outdated branding preferences).
• Continuity, which lets output be guided by context from past chats, building on your previous work.

What this brings to your campaign generation (once again) is context. Context is the single word that summarizes the leap forward in output alignment.

Memory doesn’t retain every single detail by default, though. ChatGPT doesn’t remember information from your PDF style guide unless you specifically ask it to. When specifically asked to retain branding information, the memory feature retains brand standards to incorporate this into your designs.

What you can do: When prompting ChatGPT, tell it to “do this in the [company name] style like you’ve done before.”

Here’s an example of a marketing graphic generated from a single ChatGPT prompt.

Source

With an aligned AI tool, you can enter the era of rapid-fire “one of one” marketing.

“One of One” Potential

The phrase “one of one” refers to the ability to personalize everything for a single target — in my example, a single company.

This is a massive leap forward in campaign creation. Previously, we focused on creating ads personalized for unique segments: Companies were grouped together based on their characteristics, and then ads were created targeting all of them.

Now, with the cost of creative down to near zero, assets can be created targeting only a single audience. An entire marketing plan can be personalized at a company level. This is a task that would’ve previously taken teams days to complete.

In terms of AI and marketers’ productivity, this is night and day. AI has evolved so far beyond the world of creating and tailoring generic templates. The campaigns resulting from this strategy are unique, personalized, and almost instantaneous to create.

And thanks to the memory capacity, one idea builds upon the other, and you’re able to iterate in rapid succession. A task that used to be incredibly time-consuming and expensive to achieve now only takes a few minutes.

Trying rapid-fire campaign generation can be a great gateway into leveraging ChatGPT in your campaigns. Here’s an example below for the company Ramp.

Let’s look at the exact prompt I used and the campaigns it generated for HubSpot in under an hour.

Use Case: Creating a Campaign in One Hour

I love OpenAI’s 4.0 model for image generation, and I wanted to find unique ways to use it. Sitting on my flight with some WiFi and good music, I gave ChatGPT this prompt:

• Give me five creative, non-obvious ways to use OpenAI’s 4.0 image generation model for marketing. Can you give me five ideas and the prompts for each to try?

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These are the five ideas that it gave me.

1. Hyperlocal, Geo-targeted Ad Images

What ChatGPT suggested: Hyper-hyperlocal cultural mashups for less than 10-mile geo-targeted ads. People click faster on ads that feel made for their neighborhood. Instead of generic skyline shots, generate up-to-the-minute scenes that merge your brand with overlooked local landmarks, slang, and street art — even the weather.

What I love: Marketers know that the local angle is effective, especially for ads, so that wasn’t a particularly unique angle. What was special was the idea of doubling down on both hyper-local (overlooked landmarks) and hyper-current conditions (weather).

2. Future-state Visuals for Sales Decks

What ChatGPT suggested: Prospect-specific future state visuals for enterprise sales decks. Why that’s interesting: Enterprise buyers often struggle to picture life after adoption. Generate a hero slide that literally shows their logo in the future state of success.

What I love: This is a great product marketing idea with an emphasis on the dream state. It hits on the pain point and delivers a really simple message that works for a sales deck or ads.

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3. “What If” Concept Posters

What ChatGPT suggested: “What if” concept posters for rapid-fire positioning tests. Before you spend a bunch of money on doing a full video shoot, actually generate movie-style posters. Drop them into Slack or UserTesting and see which one sparks the most excitement.

What I love: This is a fun twist on the future state idea, and I love the added value of testing these concept posters before releasing them. The images are bold and catchy, nailing the movie poster brief.

4. Historical Era TikTok Frames

What ChatGPT suggested: “Product in historical era” TikTok frames. Context-switching from present to past stops the scrolls. Produce stills that place your SaaS product inside widely anachronistic scenes, subtly highlighting how painfully slow old workflows were. Instead of having a generic video hook, make one of your TikTok hooks or mid frames in your short-form video a “product in a historical era.”

What I love: It was previously very time-consuming and expensive to create custom visuals for short-form video. These can be pieced together as B-roll or even animated with AI (though this still needs development). Watch the podcast episode on YouTube to see the Sora video creation go awry (it’ll get there, though).

5. Choose-your-own-demo Carousels

What ChatGPT suggested: “Choose your own demo” carousel assets. For lead-gen ads or email nurtures, create a mini saga: Panel one asks a problem question, panels two through four branch visually based on the reader’s click. The entire carousel can be generated on-demand with consistent styles, so it feels like one coherent comic.

What I love: The storytelling idea is genius, especially at a moment when carousels are performing really well on platforms like LinkedIn, Instagram, and even TikTok. The screenshot below is a one-shot image (there was no editing involved). You’re seeing the impact of context and deep research.

Getting Started

Still unsure where to start with these new models? Do what I did. Open up o3. Tell it about your business. Ask it to give you ideas. You’ll have a lot of fun playing with the prompts that o3 gives you. See this model as a strategic partner and give it as much context as you have.

When trained properly, ChatGPT-o3 can help you with everything from creative inspiration to acting as your marketing assistant. Enjoy learning about its capabilities and watching your library populate with dozens of graphics variations.

I know some marketers still fear AI. But the more you use AI at this level, the more you’ll want to use it. If your experience is anything like mine, you’ll be repeatedly impressed by what ChatGPT can create for you. The amount of quality work that you can generate in an hour was unfathomable in the past. You’re living in an era that marketers of the past only dreamt of.

To learn more about how ChatGPT can level up your campaigns, check out the full episode of Marketing Against the Grain below:

Is billboard advertising still relevant today? Yes, all because of costly signaling. This behavioral science principle states that expensive signals indicate higher quality or status.

Although a broader concept about human behavior, costly signaling absolutely applies to advertising. What, after all, is the value of a social media ad? While highly effective, social ads are cheap, so everyone can buy them and crowd the space. But a billboard? That takes some real money.

So, let’s dive into how the costly signaling applies specifically to billboard advertising. Then, I’ll share some top viral billboard examples.

What is costly signaling?

Costly signaling theory is the idea that the higher cost you put into something, the more other people will value it.

Sounds simple right? Well, I do have two caveats. The first is that costly signaling reflects perceived cost. People still need to interpret and assign value to signaled information. Secondly, the signal of cost in these cases is reliable because only individuals who can afford to send the signal possess the signaled quality.

To put it in marketing terms, costly signaling means that the more resources you put into sharing your message, the higher people will rate it. Goes beyond money and includes time, effort, pain, or any sort of expense spent to make the message more persuasive.

I think advertising executive Rory Sutherland puts it perfectly: “The meaning and significance attached to something is in direct proportion to the expense with which it is communicated.”

Costly Signaling Example

Costly signaling goes beyond textbooks and can be seen in the real world. A 2013 study titled “Extreme Rituals Promote Prosocially” analyzed how expenses can increase religious donations.

The study took place in Mauritius during the Hindu festival of Thaipusam. The researchers wanted to see if the effort and pain the worshipers put into their ritual affected the amount they donated to the local temple.

Researchers studied two types of rituals:

1. A low-ordeal ritual. This consisted of a group that only sang and prayed.
2. High-ordeal ritual (Kavadi). This ritual was very intense. Participants pierced their skin with needles and hooks, carried heavy structures, and walked barefoot uphill for over 4 hours.

Those who watched the low-ordeal singing group gave just 80 rupees as a donation, while those who watched the high-ordeal rituals gave 65% more, 132 rupees on average. In this case, observing pain made people value the ritual more.

I like to visualize costly signaling as a positive vector in which the two elements are directly proportional: higher cost = greater meaning.

This is why asking your partner to marry you at a McDonald’s drive-thru is unlikely to succeed. Asking them after a 10-course tasting menu at a 3-star restaurant will have a higher chance of success.

Although you’re the same person asking the same question, the latter situation is likely to go better for you because of the higher perceived cost and effort. In other words, it’s more meaningful.

Billboards and Costly Signaling

I believe advertisers can take the finding from behavioral science and apply it to their billboards. That’s especially true for costly signaling. So, I conducted a silly yet simple experiment to find out.

I showed 200 British people a fake ad for my podcast, Nudge. Half of the participants in my experiment saw just the ad. The remaining 50% saw the same ad superimposed onto a billboard.

Now, a billboard signals expense. To some less than attentive viewers, they may believe I paid to display that billboard myself. Or perhaps they thought that this survey was the prerequisite to creating the billboard. Either way, the billboard signaled more expense than the ad alone.

Did the billboard variant make people more likely to listen to my podcast? Yes. It made Brits 61% more likely to tune in.

Now, rather than just creating a billboard, marketers can sink more expense into the billboard with novel designs. That novelty will showcase a higher expense, boosting perceived value even more. I’ll share a few standout examples below.

Viral Billboard Examples

1. Netflix

How should Netflix advertise 1,000 new shows? Netflix could communicate the message on a simple building-side billboard, but that would miss the chance to highlight the effort.

So, instead, they created a sprawling, oversized billboard on a giant mural. It listed dozens of shows, which should make viewers value the ad and Netflix more highly.

Why This Works

Simply buying billboard space is not enough. You need to capitalize on that space (and your spend) to revolutionize it. I find the list of shows a powerful way of showing — not telling — what Netflix has to offer. In my opinion, they did a phenomenal job of demonstrating value through their expense.

2. Dracula

Back in 2021, I attended a New Year’s Eve party in South London. Across the road, I saw an ad for a new BBC show. The billboard had dozens of knives stabbed into the poster. A light lit the knives at night, casting a Dracula-shaped shadow across the ad.

The billboard was an incredible piece of art, visible only at night, and must have taken a great deal of effort to create. This expense stuck with me, and I’ve never forgotten this ad, even after a booze-filled evening.

Why This Works

This billboard is unique, clever, and artistic. It is absolutely arresting and communicates the effort of the creative designer behind it. How can a viewer’s curiosity not be piqued?

Going viral entails being unforgettable, so taking billboard design to the next level is a sure way to succeed.

3. Specsavers

“Should have gone to Specsavers” is the humorous slogan for this well-known optician.

All of Specsavers’ ads play on the idea that those with dodgy eyesight need a checkup. But, rather than simply stating their slogan, they use costly, mistake-ridden billboards to emphasize their slogan.

Why This Works

This billboard is eye-catching because it looks wrong. Then, you read it and have a good laugh. Its humor cleverly captures the reason why someone might need a new pair of glasses. I think that makes it unforgettable.

If you can “embody” what you’re selling through your billboard, your message will stick better, and people will value your effort more.

Science Tells Us the Cost Is Worth It

We value billboards more when we see the expense taken to create them. Don’t get me wrong, creating a viral billboard involves a lot of creativity, but behavioral science reveals a common thread behind many of them. The higher the expense, the greater the chance of virality.

My biggest takeaway is that the cost is worth it. When people perceive the cost of an ad, they will not only value it more but also be more likely to spend more in response. If they perceive something as cheap and low-effort, they will respond in kind.

So, invest in creative design and go big with your billboard spend, and you will see a higher return on your investment.

AI voice technology has been moving fast for a while now. But recently, it feels like we‘ve shifted into a completely different gear. We’re not just talking about smoother narration or cleaner text-to-speech anymore. These tools are starting to sound like actual people, with emotions, personalities, and conversational quirks that can genuinely fool you.

I wanted to see how far things had come, so I spent the last few weeks testing six of the most advanced AI voice tools available. Not just to see which one’s “best,” but to understand what they can actually do — where they’re useful now, and where they’re clearly heading next.

Here’s what I learned and what it means for anyone creating content, building creative campaigns, or just trying to stay ahead of the marketing curve.

The Top 6 AI Voice Tools That Actually Matter for Marketers Right Now

There are a ton of AI voice tools out there, but most don’t move the needle. These six did. Some are surprisingly usable right now. Others just made me rethink what’s possible. I tested all of them hands-on and tried to break them a little — here’s what stood out.

1. Sesame: The Emotionally Intelligent Conversationalist

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Sesame is a conversational AI voice platform backed by Andreessen Horowitz, Spark Capital, and Matrix Founders. It focuses on emotionally intelligent dialogue, and it’s one of the few tools that actually delivers on that promise.

The default female voice genuinely impressed me with its realism. You can hear her breathe in before responding, natural pauses where she‘s “thinking,” and the emotion in her voice changes based on how you’re responding. It‘s not perfect, but you can tell it’s actively adapting to your conversational style and mood in ways that feel genuinely human.

That level of “emotional intelligence” is remarkable and represents a significant leap forward in conversational AI.

Practical application: Sesame shines in scenarios where emotional nuance matters. Think training simulations, roleplay-based coaching, or user research where tone sensitivity changes the dynamic.

My verdict: This is what I show people when I want to demonstrate where AI voice is actually heading.

2. Grok: The Unhinged Creative Partner

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Grok by xAI has a voice mode with multiple personality settings, including an “unhinged” mode that removes most content restrictions. It’s designed to be more conversational and less filtered than traditional AI assistants — and it shows.

For example, I told Grok to pretend to be Andrew Dice Clay (probably a mistake). Within seconds, it was doing horrible jokes in character. Some of the stuff it said, I couldn’t believe was coming from an AI. The tool also adapts to different personalities and sometimes even tries to mimic the actual voice of characters you ask it to roleplay.

It’s not perfect. Sometimes it gets stuck in a character, and you have to reset it. But when it works, it’s genuinely entertaining and feels way more alive than most AI voice tools.

Practical application: Grok is great for creative ideation, especially when you need personality-driven takes, alternate voice styles, or unexpected angles. I’ve used it for rapid content drafting and even tone testing for social posts.

My verdict: This is the most entertaining AI voice available, but you (really) need to be prepared for anything.

3. ElevenLabs: The Voice Cloning Specialist

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ElevenLabs has established itself as the gold standard for voice cloning technology. I trained it on my own voice and was impressed by how well it captured my cadence and tone. However, I did notice it tends to deliver slightly more monotone results compared to natural speech.

Its biggest strength is consistency. It can maintain the same voice across long-form content and different formats, and the APIs make it easy to integrate into production workflows. The recent addition of sound effects is also a nice touch if you’re building immersive content.

Practical application: ElevenLabs is ideal for scaling your personal or brand voice across lots of content. CEO memos, training videos, online courses—anything where you want to “be present” without recording every line.

My verdict: This is the most practical tool for creators who need to efficiently scale their voice.

4. ChatGPT Voice Mode: The Reliable Assistant

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ChatGPT’s Advanced Voice Mode is OpenAI‘s real-time conversational AI that can understand tone and respond naturally in voice conversations. It’s currently available to ChatGPT Plus subscribers and represents OpenAI’s most polished voice offering.

The voice mode is good, but it feels like they deliberately toned down some of the more human-like qualities from their original demo. Probably smart from a “people need to know this is AI” perspective, but it makes the experience feel less natural than Sesame.

That said, it’s reliable and easy to access, which makes it a solid option for day-to-day use, especially in business settings.

Practical application: ChatGPT Voice is ideal for professional communications where consistency matters more than personality. Think executive presentations, training modules, or any content where you need reliable, polished delivery.

My verdict: ChatGPT Voice is a reliable workhorse that gets the job done, but it’s not the most exciting option.

5. Wispr Flow: The Productivity Multiplier

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Whispr Flow is a system-wide voice-to-text tool built on OpenAI’s Whispr speech recognition model.

I started using it after injuring my hand (a reminder of spending 80% of my day typing for over 40 years), and it immediately changed how I work. You hit a hotkey, talk, release, and your words appear as text. That’s it.

Even at fast speeds, it’s surprisingly accurate. Occasionally it gets a word wrong, which can lead to some funny misunderstandings with AI assistants, but overall it’s become part of my daily workflow.

This is definitely what people mean when they talk about “vibe coding,” just talking, and having your ideas turn directly into content or code.

Practical application: Whispr Flow is perfect for anyone who writes or builds all day. Developers can code by voice, content teams can dictate outlines while walking, and it’s a huge unlock for accessibility and fatigue management.

My verdict: Whispr Flow is a genuine productivity game-changer that I can’t imagine working without now.

6. Octave (by Hume AI): The Emotionally Convincing Friend

Hume AI has been working on emotion detection in voices for a while, and Octave is their text-to-speech flip side. You describe the voice tone you want, like “chillingly intense like a horror voice actor” or “angry but professional.” From there, it generates speech to match.

It’s an ambitious idea, and when it works, it really works. But it’s also a little fragile, especially if the emotional prompt doesn’t match the script content. For example, if you ask it to sound terrified while reading a grocery list, it gets confused, and the results feel mismatched or flat. But when the emotion aligns with the script, it delivers a surprisingly convincing voice performance.

Practical application: Octave is best for emotion-driven creative work. Think brand ads, video narration, podcast intros, or any project where tone matters just as much as the words themselves.

My verdict: This is fascinating technology and good to experiment with, but it still feels early-stage.

Start Exploring AI Voice Tools

AI voice tools are already changing how we create, deliver, and scale content. The best ones don’t just sound human — they help you move faster, stay consistent, and open up new creative possibilities.

If clarity, access, or experience design matter to your brand, this is worth paying attention to. The real question isn’t whether the tech is ready. It’s whether you are.

To learn more about the AI voice tools I tested, check out the full episode of The Next Wave below:

A few days ago, Jane was browsing for new sunglasses. Before she knew it, every site she visited was showing her relevant ads.

It wasn’t magic. Just algorithms working with behavioral data.

But data collection is no longer something we can do in the background. With rising privacy concerns, businesses must now lean on zero-party data.

And what better channel to invest in privacy-first communication than email? A channel where users opt in to get personalized customer experiences.

I’ll walk you through the new rules of data collection, how well-established brands are adapting, and what you can do to stay ahead.

Table of Contents

• Why Marketers Are Prioritizing Zero-Party Data
• How to Collect Zero-Party Data
• Things to Consider During Zero-Party Data Collection

Why Marketers Are Prioritizing Zero-Party Data

Apple‘s Mail Privacy Protection and GDPR have accelerated the shift to zero-party data. The same goes for Google’s update, although it’s been postponed.

Privacy laws aside, there are more reasons why you should turn to zero-party data.

Accessing High-quality Data

Research shows that 25% of marketers mention poor-quality data as a main reason why they fall short of customer expectations. But your audience chooses to share zero-party data. This means you get more reliable insights than any data collected passively.

Building Trust

With phishing attempts on the rise, users worry about where their sensitive information ends up. As a result, business executives find it challenging to establish trust:

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With zero-party data, customers know exactly what they’re sharing. And according to Salesforce, 71% of them are more likely to do so if a brand clearly explains how they’ll use the information.

Creating More Personalized (Cross-channel) Experiences

Accurate data means you can deliver meaningful experiences on every channel. For example, a user takes a quiz on a cosmetics site to find their perfect lipstick. At the end, they opt in to receive email and SMS updates. Now the brand can personalize every touchpoint, from emails with blush recommendations to texts with discounts on lip liners.

Boosting Email Deliverability and Interactions

If your emails live up to subscribers’ expectations, they’re more likely to interact and less likely to unsubscribe or mark emails as spam. And this is how you keep email deliverability and sender reputation intact.

How to Collect Zero-Party Data

Below are the most effective ways to gather zero-party data from your audience, along with successful use cases for each.

1. Signup Forms

Tailor your signup form to collect more than a name and email address.

For example, Sephora uses back-in-stock alerts to learn about customers’ preferred communication channels:

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Another approach is to include an email preference field and ask users:

• How often they’d like to receive emails
• What kind of content they prefer
• What products/services they’re interested in

With this tweak, you transform a simple signup form into a lightweight email preference center.

Let’s say you want to give your audience the option to choose how often they’ll hear from you — monthly, bi-weekly, or weekly.

With an email tool like Moosend, you can create a preference center so subscribers set their own frequency. What you get is three segments (that update automatically as users change their preferences):

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Next time you send an email, you’ll select the relevant group and the campaign will reach the right inboxes.

The more you understand people’s preferences, the more personalized their experience feels. As Georgia Riga, Moosend’s Customer Success Manager, puts it:

“Collecting zero-party data through an email preference center is just the start. The real impact comes from respecting customer preferences in future communications and delivering with consistency.”

2. Account Creation

It’s common to ask new users for information such as their job title, company name, and pain points.

However, asking too much upfront could overwhelm them. A better approach? Break the process into a multi-step onboarding to keep users engaged without causing friction.

Start with the essentials and then, depending on your industry, ask a few additional questions. For example, an eCommerce business could ask for the user’s birthday to send timely discounts.

Make sure to tie every question to a clear benefit. Canva does an excellent job at this by clarifying how they’ll use the info required:

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3. Interactive Tools

People love polls and quizzes because they discover new things while having fun.

Think of a quiz that users take and then fill in their email to get personalized results.

There you have it: real-time zero-party data collection, plus a new subscriber (who didn’t feel forced).

Fun aside, the average user won’t appreciate going through a tiring process just to get a personalized recommendation.

Stick to 3-5 questions and avoid dropdown menus or open-ended questions. Some brands even let users skip a question or two and still get the results.

Frank Body embeds a skin quiz on its website as part of the signup process and offers an extra incentive.

After clicking the CTA, visitors answer a few quick questions, such as:

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4. Reviews, Ratings, and Testimonials

Customer reviews are not just good social proof for potential customers — they also give you insights about your current customers.

Time matters when asking for feedback, though. You want to reach out while their experience is still fresh — ideally, within 1-3 days. That’s when customers are more likely to provide honest, accurate input.

Here’s how and where you can make the request:

• Build an automated post-purchase email that leads users to your website or a review platform.
• Use customer support chatbots that trigger a review request after an issue is resolved.
• Send a short SMS message using a branded link. Text messages work particularly well for mobile apps.
• Reach out to people who mention or tag your brand on social media to see if they’re open to sharing their experience.

Consider offering a small incentive, such as a freebie, downloadable resource, or a discount. Also, keep the process short and, if possible, mention how long it will take to complete.

In this email, Virgin Atlantic starts with a heartwarming thank-you note. Moving on, they explain why they need this Net Promoter Score (NPS) survey and the time it takes.

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5. Webinar Registrations

Besides being an excellent lead generation tool, webinar registrations help you learn more about your audience, especially in the B2B industry.

What kind of audience insights should you ask for? Try these:

• Name and email address
• Company name, industry, job title
• Custom questions based on the webinar topic

Custom questions may include specific interests and levels of expertise. Want to dig deeper into attendees’ goals? Add an open-ended question to understand why they decided to register.

To remove barriers, make some fields optional. Alternatively, collect more information in a follow-up email after registration.

You can even continue the conversation once the webinar wraps up. Send an email to attendees to collect feedback and find out what else they’d like to learn.

Digital Marketing Institute uses this simple form for lead generation, only asking for basic information to build a professional attendee profile.

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6. Customer Support and Chatbots

When it comes to customer service, chatbots are the first choice both for brands and consumers, according to HubSpot’s State of Service Trends Report:

Whether it’s on your website, app, or social media channels, chatbots analyze data throughout the conversation to deliver tailored support. To make sure this data is useful, consider these factors:

• Build chatbot conversations with short and simple questions to identify the user’s intent.
• Use clickable buttons for replies instead of asking users to type the entire answer.
• Avoid asking for sensitive information upfront. Instead, wait until the user is engaged or once the problem is resolved.
• Follow up with optional feedback requests, like: “Was the issue resolved as expected? If yes, would you care to leave a quick review?”

Attentive keeps things simple by offering links to valuable resources. For specific actions like getting a demo, the visitor has to fill in their email address.

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Things to Consider During Zero-Party Data Collection

Users might trust you with their data. But this trust is fragile — send a generic message, and it disappears. To build on that trust, here’s what you must keep in mind.

Remember the cause-and-effect pattern.

Subscribers don’t passively consume content. They ask questions: “If I tell you X, will you give me Y?” So, when gathering zero-party data, make sure the outcome justifies the sacrifice.

Take this example: A user signs up for an employee management platform. They fill in “HR manager” as their job title and flag employee retention as a challenge. A few hours later, they receive an email series offering actionable employee retention strategies.

When the cause-and-effect relationship feels consistent, subscribers see the relationship as mutual.

Prioritize the data you need.

Zero-party data isn’t about bombarding your audience with random questions.

Ask too much — or the wrong things — and you risk raising red flags.

Identify the exact information you need to create tailored emails. Then, separate the must-haves from the nice-to-haves based on your industry and goals.

For example:

• A SaaS company might ask for the user’s job role to provide personalized onboarding.
• For a travel agency, it’d be more helpful to know subscribers’ dream destinations.
• A retailer, on the other hand, could ask for customers’ birthdays to send timely offers.

Consider your audience’s level of engagement.

When you adjust your approach based on the customer journey, data collection feels natural.

Let’s say you run a fitness app.

Instead of sending new subscribers a lengthy survey, include a short in-app form to learn more about what content they’re interested in and how often they want to hear from you.

When a user reaches a milestone, trigger a push notification that leads to a short survey. Ask about their workout habits to further tailor their fitness plan.

What about members of your loyalty program? This is where you can take zero-party data collection further. These are the people who see the value of your products, so they’re more likely to respond.

Collect new data regularly.

When asking for zero-party data, there are types that you‘ll only ask for once (e.g., your subscriber’s birthday).

Almost any other data, like their family status, could become outdated. User preferences are also subject to change.

That’s why zero-party data collection is not a one-off request, according to Natalia Georgiadou, Moosend’s Product Owner:

“You should treat the preference center as a conversation starter instead of a settings page. Build your email preference center with the goal of encouraging that dialogue. And unlock zero-party data that drives real personalization across the entire customer journey.”

So, how can you keep the lines of communication open?

• Set up regular check-ins. Once or twice a year, ask users to update their preferences.
• Build customer profiles gradually. Start with the basics with tools like HubSpot’s progressive profiling. Then, collect more specific insights over time.

Making the Shift to Zero-Party Data

Zero-party data goes hand in hand with trust, transparency, and privacy-first marketing. When consumers voluntarily share insights, they’re giving you permission to connect on their terms.

But you’re not just sending emails. You’re engaging in meaningful conversations. Ones that feel like messages from a thoughtful friend who remembers what you love and shows up with the right thing — at the perfect time.

Earlier this year, I was handed an AI-generated content project with a deceptively simple goal: adapt email messages for international audiences.

This wasn’t my first time navigating global nuance. With an MBA in International Business and experience working on a global consulting project in Portugal, I’d already seen how messages land differently depending on culture, tone, and language. But this was my first time applying that lens to AI content generation in my MarTech AI role at HubSpot — and it was more complex than expected.

We already had an AI-generated email prompt that worked well in English—conversational, friendly, and context-aware. The challenge? Making it work in Spanish and French without sounding robotic, clumsy, or culturally off-base.

Sounds easy. It wasn’t.

The Hidden Complexity of “Just Localizing”

What we were really doing was asking an AI model — trained predominantly in English — to speak other languages as naturally as a native marketer would.

Our first attempts fell flat.

Example (original AI output in Spanish):

Here’s what we aimed for in English:

“I saw you were scoping around the platform and that you were interested in speaking with us. Would you like to meet on one of the following days?”

This is the original output in Spanish:

“Estuve revisando tus interacciones en nuestra plataforma y quería ofrecerme como tu punto de contacto.”

In English, it translates to:

“I reviewed your activity and wanted to become your point of contact.”

While grammatically correct, this sounded invasive in Spanish — like we were watching the user too closely. It didn’t feel natural. One reviewer called it “creepy.”

Here’s another example:

• Original English intent: “I noticed you’ve been exploring our platform and expressed interest in connecting with us.”
• Original Spanish output: “Me pareció interesante tu interés en nuestros servicios.”
• Translation in English: “I found your interest in our services interesting.”

Again, it’s technically accurate, but it’s redundant and robotic. It’s the kind of phrasing that makes a reader stop and go, “Did a bot write this?”

The takeaway: Even when the translation is accurate, the tone can be off. And tone is everything in marketing.

The Shift from Translation to Language-aware Prompt Design

At this point, I realized we needed more than AI outputs — we needed a system for guiding the AI to think like a multilingual marketer.

I built a language-portable prompt framework — a structured prompt that could adapt across languages while respecting each one’s unique grammar, tone, and cultural context.

Here’s What Changed

Instead of one static prompt, I broke the logic into variables:

• : Target language (e.g., Spanish, French, German)
• : Pronoun and tone level (“tu” vs. “usted”, “vous” vs. “tu”)
• : Inbox-friendly, conversational, professional
• : Direct vs. suggestive phrasing
• : Enforced where grammar allowed

We also added clear, language-specific rules.

Example (Spanish):

• Use tú consistently, never usted (too formal for our brand)
• Avoid gendered adjectives like interesado/interesada when possible
  ✅ “Mostraste interés en … ”
  ❌ “Estuviste interesado en … ”

Example (French):

• Always use vous, not tu, in B2B messages
• Avoid ambiguous endings like intéressé(e)
  ✅ “Vous avez montré de l’intérêt … ”
  ❌ “Tu t’étais intéressé(e) … ”

Why This Shift Mattered

In English, a friendly CTA might look like:

“Would you be available for a brief conversation on one of the following days?”

We tried directly translating it into Spanish:

“¿Quieres agendar 15 minutos para hablar sobre lo que estás buscando?”

It was grammatically correct, but it sounded too casual and unprofessional in a B2B context. Not pushy, just slightly off-tone.

So, we reworded it to be friendly but formal:

“Si te parece bien, podemos agendar una conversación breve esta semana.”

This translates to:

“If it works for you, we can schedule a short chat this week.”

Here’s another example in French:

• Original output: “Souhaitez-vous prendre rendez-vous pour en discuter ?”
  (“Would you like to schedule a meeting to discuss this?”)
• New version: “Auriez-vous 20 minutes pour voir comment HubSpot pourrait concrètement vous aider?” (“Would you have 20 minutes to see how HubSpot could practically support you?”)

The second version adds value to the CTA. Not just time — but purpose.

Backing It Up With a Stakeholder Questionnaire

Localization isn’t just a linguistic issue — it’s a business alignment issue.

To get it right, I created a simple stakeholder intake doc and shared it with marketing ops, regional marketers, and content leads. The goal was to align early on tone, content boundaries, and regional sensitivities.

These are some of the questions I asked:

• What level of formality is appropriate in your market?
• Should we avoid gendered terms?
• Can we reference the user’s company or product usage?
• How direct should we be in asking for action?
• Are there idioms, cultural references, or phrasings we should avoid?

We got some pretty interesting insights.

For example, in some regions, stakeholders preferred not to reference the recipient’s company type in the copy, even though that was common in English (e.g., “I saw that you help startups with HR”).

The localized alternative became more general:

“Entiendo que están buscando formas de mejorar sus procesos internos.” (“I understand you’re looking to improve internal processes.”)

The results of this survey helped create clarity between content, ops, and regional marketing teams — and dramatically reduced our revision cycles.

The Final Product: Human-sounding Emails at Scale

With the updated prompt and intake framework, the new outputs were instantly better.

Before:

• Original output: “Hola [FirstName], soy María de HubSpot. He visto que has navegado nuestra plataforma y parece que te interesa nuestro producto.”
• English translation: “Hi [FirstName], I’m María from HubSpot. I saw you’ve browsed our platform and it seems you’re interested in our product.”

After:

• Original output: “Soy María de HubSpot. Vi que estuviste explorando la plataforma y que querías saber más sobre cómo podemos apoyar tu negocio.”
• English translation: “I’m María from HubSpot. I saw you were exploring the platform and wanted to learn more about how we can support your business.”

And stakeholders responded positively:

• “This finally sounds like someone from our team wrote it.”
• “Perfect tone — natural and local.”
• “No gender errors or weird formalities. We can actually use this.”

Even better, we didn’t need to write separate prompts for every campaign. The same core framework now powers AI-generated messages in multiple languages — with consistent quality.

Takeaways for Marketers

Whether you’re working on AI copy, global ads, or multilingual content, here’s what I learned:

1. Don’t just translate — localize for intent.

Literal translations will get you “technically correct” content. But only localization will make it land.

2. Use prompts like creative briefs.

Include tone, formality, CTA style, gender neutrality, and other language rules as variables. Don’t leave nuance to chance.

3. Build language-aware templates.

Languages behave differently. Plan for things like verb conjugations, pluralization, and sentence rhythm upfront.

4. Get feedback early.

Use a stakeholder intake doc before generation, not after. You’ll avoid rework and misalignment later on.

5. Aim for a real, human tone.

If your AI output doesn’t feel like something you would write to a customer, it won’t convert. Read it aloud. Would you hit send?

AI localization is a marketing skill now.

This project taught me something that has stuck with me since: The future of global marketing isn’t just about scaling content — it’s about scaling context.

The companies that succeed with AI won’t be the ones who generate the most content. They’ll be the ones who generate the most resonant content because they know how to prompt for it. And that starts with understanding the languages your customers speak — in more ways than one.

Looking to grow your marketing team? It all starts with marketing job descriptions written to attract your best potential.

Wording, structure, even emojis — everything counts. I’ve encountered countless job descriptions during my time as a marketer and have learned a thing or two along the way.

Not surprisingly, 52% of job seekers say the overall quality of a job description is an influencing factor when they decide to apply for a job. So I like to think of job descriptions as being a powerful tool for advertising your company.

If you want to learn how to craft an irresistible one, start with this guide that includes 17 real-life examples and learn how brands market their open positions.

Table of Contents

• Marketing Job Description
• Types of Marketing Jobs
• Marketing Job Description FAQs

As you embark on writing job descriptions for open roles on your team, make sure you include the following pieces of information.

Marketing Job Requirements and Qualifications

Before you draft a clunky job post, remember: less is more. The right candidates are out there — don’t scare them off with an impossible checklist.

1. Start with the must-haves like core skills, the level of seniority, education, and areas of previous experience a candidate would need to have to be successful in the role.
2. Include soft skills like strategic and agile thinking, communication, and organizational skills.
3. Specify the role details, like whether it is remote or hybrid, and how many days would be required in the office.
4. Ask for realistic requirements for your candidate pool, given your compensation budget.
5. Stay open to non-linear paths. The best marketers don’t always come from a traditional background, especially since few have a marketing major.

Note: The requirements and qualifications section can be intimidating for some job applicants, and if it’s too extensive, you could scare off candidates who may be a good fit for the role, even if they have a different level or type of experience.

I love how HubSpot increases the pool of applicants by adding a genuine nudge to apply.

Marketing Job Responsibilities

This section should clearly outline what tasks and duties the person in this role will be responsible for. When a candidate reads the job responsibilities section, they should be able to clearly understand what the role entails and how the role fits into the broader organization.

Pro tip: Avoid overly narrow criteria that can limit diversity and miss candidates with unconventional but valuable experience. Here’s how Lemlist approaches a listing of job responsibilities for a product marketing role:

The company bolds the jobs to be done and gives a succinct description.

Marketing Job Skills

Similar to job requirements and qualifications, this section should state what technical and/or soft skills are needed for a candidate to perform in the role.

For example, if you’re looking to hire a content marketer, you may list “strong writing skills” as a mandatory skill. Or, if you’re hiring a marketing analyst, you may list “data analysis” as a skill needed to be successful in the role.

See an example:

Now, let’s discuss the ways a job description will need to be customized for a particular role.

Types of Marketing Jobs

The job description you craft will need to be highly tailored to the role you’re hiring for. After all, if you’re hiring for a technical SEO role, you don’t want to create a description that will attract newbies. Here are some of the most common types of marketing jobs available for modern marketers:

• Digital Marketing
• Content Marketing
• Product Marketing
• Brand Marketing
• Event Marketing
• Marketing Analysis
• SEO
• Public Relations
• Fractional Marketing
• AI Marketing

Ready to write a job description that attracts stellar candidates? Check out this list of sample descriptions for common marketing roles.

1. Marketing Assistant Job Description

The marketing assistant role is key to helping a marketing organization run smoothly and effectively. Individuals applying for this role should have demonstrated the ability to handle a variety of administrative tasks efficiently and independently. They must be fast learners and agile.

Job Description

Our team is hiring a marketing assistant to keep our organization running smoothly. The ideal candidate will have experience managing multiple projects for key stakeholders and maintaining excellent communication.

Responsibilities

• Support the marketing leadership team through the organization and administrative support for various projects.
• Maintain strong communication between marketing executives and internal and external stakeholders.
• Coordinate employee meetings and communications for the marketing department.
• Maintain executive schedules and oversee project load.
• Plan, prepare, and deliver presentations on behalf of the marketing team.
• Conduct research for key marketing campaigns.

Requirements

• High school diploma or equivalent experience. BA/BS is a plus, but is not required.
• Experience managing multiple projects and adhering to deadlines.
• Clear copywriting and editing skills.
• Strong organizational, communication, and customer service skills.
• Proficiency in Microsoft Office or Google Workspace.

What Hiring Managers Look for in a Marketing Assistant

An effective marketing assistant should be organized, communicative, and able to prioritize while working on various projects. Candidates who can demonstrate these abilities through work experience could be a good fit for a marketing assistant role.

Real-World Example

This job opening from 24 Seven Talent is a great example. Not only did they list expected skills, but they also disclosed a salary and benefits package.

2. Marketing Coordinator Job Description

Do you have someone on your team making sure marketing activities are organized and cohesive? If not, consider hiring a marketing coordinator. In this role, an individual is responsible for managing various projects within the marketing organization to ensure they are on time and within their budget.

Job Description

Our team has a suite of exciting projects underway and we are looking for the right candidate to help us execute them in the marketing coordinator role. With various campaigns and initiatives on the horizon, we’re hiring a skilled marketing coordinator to design and oversee marketing campaigns across platforms to reach company goals and increase brand awareness.

Responsibilities

• Work directly with project managers, designers, social media, and content teams to design and implement key marketing campaigns.
• Perform competitive research to understand what’s happening in the market, and incorporate your findings into each campaign for better results.
• Facilitate cross-functional communication among project stakeholders.
• Conduct analysis to determine the effectiveness of each marketing campaign, and report key findings to stakeholders.

Requirements

• BA/BS or equivalent working experience.
• Working knowledge of customer relationship management (CRM) and content management systems (CMS) like Content Hub.
• Demonstrated project management experience.
• Research and analytical skills.
• An understanding of digital marketing tools and tactics.

What Hiring Managers Look for in a Marketing Coordinator

A qualified candidate for a marketing coordinator position should have experience supporting marketing campaigns and conducting research to understand the company’s customer base and ability to reach campaign objectives.

3. Social Media/Community Manager Job Description

Social media has become an integral part of business. A social media coordinator is the top priority hire for 2025 in marketing teams, according to HubSpot’s 2025 State of Marketing.

So if you aren‘t yet using social media marketing to your advantage, it’s time to start. And to do so, you need a social media manager who not only knows social media platforms like they know the alphabet, but who also knows how to develop strategies specific to various social networks, track the right metrics, and integrate the best tools and practices on those platforms.

Source

Job Description

Do you tweet, share, and post to social media in your sleep? Do you know what it takes to grow an online community? We’re looking for a social media manager to manage our social media accounts by implementing strategies and tactics that grow our followers, engage and retain them, and help convert them into leads, customers, and active fans and promoters of our company.

You should have command of best practices and trends in social media marketing, enjoy being creative, and understand how to both build and convert a digital audience.

Responsibilities

• Build and manage the company’s social media profiles and presence, including Facebook, X, LinkedIn, TikTok, and additional channels that may be deemed relevant.
• Create shareable content appropriate for specific networks to spread both our brand and our content.
• Monitor and engage in relevant social discussions about our company, competitors, and/or industry, both from existing leads and customers as well as from brand new audiences.
• Run regular social promotions and campaigns and track their success (e.g., X chats, LinkedIn discussions, etc.).
• Work alongside other marketers and content marketers to help distribute content that educates and entertains our audience and supports marketing goals.
• Drive consistent, relevant traffic and leads from our social network presence.
• Explore new ways to engage and identify new social networks to reach our target buyers.
• Track, measure, and analyze all initiatives to report on social media ROI.

Requirements

• BA/BS degree or equivalent work experience.
• Active and well-rounded personal presence in social media, with a command of each network and its best practices.
• Excellent communicator and creative thinker, with an ability to use both data and intuition to inform decisions.
• Proficiency in using social media software (e.g., HubSpot’s Social Inbox ) to monitor social media conversations. You will be our ear to the ground to route the appropriate marketer, sales rep, and/or support rep to social conversations.
• Bonus experience and skills include Adobe Creative Suite, demand generation, inbound marketing, and blogging.

What Hiring Managers Look for in a Social Media/Community Manager

A genuine interest in the latest social media trends and the ability to implement and carry out relevant social media campaigns.

Skill up your social media managers with HubSpot Academy’s Social Media Courses. Plug them into the onboarding program to ensure your brand follows the latest trends and best practices.

Choose from YouTube Marketing, Facebook Ads, End-to-end Instagram Strategy, and more.

Source

4. Blog Manager Job Description

Did you know that SEO blogging was the top B2B marketing channel, resulting in ROI, according to HubSpot’s State of Marketing Report 2025? Likewise, content marketing ranked in the top three for B2C.

If you aren’t taking business blogging seriously enough, now would be the time. Hiring a dedicated blogger or blog manager is crucial to creating remarkable content.

Our research shows that blog posts and interviews still take 3rd and 4th place across content formats for 2025.

Source

You need someone who is not only a great writer and editor, but who can also keep your brand voice consistent across daily published content and understand how to use your blog to generate qualified traffic and leads for your business.

Job Description

We are seeking a savvy wordsmith to join our blogging team. Candidates must have a knack and love for writing, a comprehensive understanding of the industry, and experience in blogging to achieve business goals. The blogger will be expected to sustain and develop the company’s voice across all blog content.

Responsibilities

• Writing various types of articles on a wide range of topics for our blog.
• Providing feedback to other contributors and editing other writers’ content.
• Optimizing content for search engines and lead generation.
• Contributing to long-form content projects such as ebooks.
• Conducting analytical projects to improve blog strategies/tactics.
• Growing blog subscribers, converting visitors into leads, and expanding our blog’s overall reach.

Requirements

• A passion and strong understanding of the industry and our business’s mission.
• Exceptional writing and editing skills, as well as the ability to adopt the style, tone, and voice of our business’s various types of content.
• An analytical mind and interest in using data to optimize/scale blog marketing strategies and tactics.
• Excellent organizational skills to work independently and manage projects with many moving parts.
• 2-3 years of marketing and content creation experience.
• Familiarity with SEO, website testing, and analytics tools, including SEMrush, Ahrefs, SurferSEO, Google Analytics, Google Search Console, and VWO.
• A working knowledge of HTML/CSS/JavaScript and experience with CMS platforms such as WordPress.

What Hiring Managers Look for in a Blog Manager

An ideal blog manager will understand your buyer personas so well that published content addresses their needs, wants, and problems. Plus, blog managers must be well-versed in analytics and CMS platforms like HubSpot CMS or WordPress. Ideally, they know how to work with WordPress plugins and AI agents that facilitate blog posting.

5. Inbound Marketing Manager Job Description

This role is crucial for small businesses that want to scale up and for startups since inbound marketing plays a huge role in attracting leads at lower costs than other channels.

If this is the case, you’ll likely be looking to hire an all-in-one inbound marketer — someone who can build and grow your inbound marketing strategy from the ground up.

Job Description

We are looking for an amazing, data-driven inbound marketer to own the majority of our company’s marketing funnel. You will be in charge of attracting site traffic, converting that traffic into new leads for the business, and nurturing those leads to close into customers, the latter of which sales leadership will help you accomplish.

Responsibilities

• Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, ebooks, reports, webinars, infographics, etc.).
• Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
• Optimize our marketing automation and lead nurturing processes through email, content, and social channels.
• Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.

Requirements

• BA/BS degree or equivalent work experience.
• 3+ years of experience in SEO, paid search, or digital marketing, with team leadership experience.
• Strong skills in Google Ads, LinkedIn Ads, Facebook Ads, and SEO tools (Google Analytics, SEMrush, Ahrefs, Clearscope, etc.).
• Excellent communicator and creative thinker, with an ability to use data to inform all decisions.
• Proficiency in AI-powered tools, marketing automation, and blogging software in order to generate traffic, convert visitors into leads, and nurture them (using dynamic workflows) into converted customers.
• Bonus skills: HTML/CSS, Adobe Creative Suite.

What Hiring Managers Look for in an Inbound Marketing Manager

Look for someone who is very self-motivated and versatile … and gets stuff done.

Want to grow in-house expertise? Get your marketing specialists to scrutinize HubSpot’s Inbound Marketing Framework. Learn from pioneers and run result-oriented campaigns.

6. Content Marketing Manager Job Description

Marketing offers and downloadable content are the backbone of inbound marketing, serving as the fuel for all your inbound marketing strategies, including email, social media, search, lead generation, etc. Without marketing offers, your website visitors would have no reason to convert on your website and provide you with the contact information you need to segment, nurture, and close them into customers.

Marketing offers can include everything from educational ebooks to webinars, to free trials … the list goes on. Designing and creating this type of content is time-consuming and specialized. Time to call in a new member of your dream team to support your content marketing efforts.

Job Description

We are looking for a prolific and talented content creator to write and produce various types of downloadable content and blog regularly, to expand our company’s digital footprint, awareness, subscribers, and leads. This role requires a high level of creativity, attention to detail, and project management skills.

Responsibilities

• Create 1–2 free resources each month to drive leads, subscribers, awareness, and/or other important metrics (examples include ebooks, whitepapers, infographics, guides, templates, etc.).
• Blog on an ongoing basis to support and promote your offers and to attract site visitors through search, social media, and email subscribers.
• Grow our subscriber base by providing them with regular, helpful content that’s aligned with their needs and interests.
• Collaborate with designers, product marketers, sales professionals, and external influencers, and industry experts to produce relevant content that meets the needs of both key stakeholders and our audience.
• Convince others that your creative ideas are worth investing time and effort in. This role is at the core of the marketing team, and others will rely on your work every single day.

Requirements

• BA/BS degree or equivalent working experience.
• Past experience producing content for the web specifically, as well as channel-specific knowledge (blog, SlideShare, Facebook, X, etc.).
• Past experience building audiences either online or offline.
• A dual-minded approach: You’re highly creative and an excellent writer but can also be process-driven, think scale, and rely on data to make decisions.
• Proficiency with Adobe Creative Suite (particularly Photoshop and InDesign).

What Hiring Managers Look for in a Content Marketing Manager

Ideal candidates for the content marketing manager role should have experience creating and implementing effective content strategies. Seek their portfolio of content and measurable, ROI-connected results to talk about during the interview. How did the content perform and support overall business objectives?

Keep in mind that the average salaries for this role are about $127,000 – $210,000 for experienced candidates and include a chunk of nice benefits. Think of your offering if you’re aiming to attract middle- and senior-level talent.

Real-World Example:

Here’s what Vanta offers for a mid-senior position:

7. SEO Manager Job Description

A great SEO specialist is not only about keyword research. They must understand the complexity and integrity of all marketing activities and be able to integrate growth SEO practices to move the needle.

Look for their proven results and tech knowledge. For example, ask if they have developed end-to-end project plans (including kickoff, ticketing, workback scheduling, meetings, GTM plans, and regular reporting) to help the team deliver against a roadmap.

Job Description

We are hiring a talented SEO manager to join the marketing team. You will be responsible for identifying and executing opportunities to improve our company’s and our content’s search rank for key terms at the top, middle, and bottom (branded) of our marketing funnel.

Responsibilities

• Manage both on-page SEO and off-page SEO for the company.
• Perform technical audits + handle SEO backlogs for respective teams.
• Collaborate with content marketing and blog contributors to create high-quality content around important, relevant terms.
• Manage and improve organic search engine performance and goal-setting based on click-through rates, traffic, and conversions.
• Stay up-to-date with the latest trends and changes in SEO and major search engines.

Requirements

• BA/BS or equivalent working experience.
• Thorough knowledge of search ranking and optimization factors and key algorithm updates.
• Proficiency in web analytics software and keyword tools like Ahrefs, Stat, Screaming Frog, Netpeak Spider, Google Search Console, and Bing Webmaster Tools.
• Experience with data-driven SEO analysis and optimization.
• Excellent written and oral communication skills.
• Familiarity with HTML, CSS, JavaScript, and other front-end web programming languages.

What Hiring Managers Look for in an SEO Manager

Your future SEO manager should be obsessed with checking and tweaking your keyword strategy. Moreover, they should be able to develop a solid on-page SEO strategy from scratch if need be. They should also be able to execute strategies and tactics to improve your off-page SEO, such as building white-hat inbound links.

A valuable SEO pro will keep up-to-date with SEO blogs and best practices, through resources like Moz, Ahrefs, and Google Webmaster Tools. On top of that, modern SEOs must know how to work with AI tools and optimize for generative AI.

P.S. If you want to stay competitive in the AI search era, try out HubSpot’s AI SEO Masterclass.

8. Email Marketing Manager Job Description

When it comes to email marketing, there are a lot of moving parts. On top of making sure your emails are CAN-SPAM compliant, you also have to optimize for mobile devices, nail timing, and frequency, organize your segmentation and personalization strategy, and craft great email copy (just to name a few).

With so many email obstacles, you really need a professional on the job to make sure your emails are being delivered, opened, and clicked on. Or you need someone to figure out why they aren’t being delivered, opened, and clicked on. An all-star email marketer will get jazzed up about optimizing and building a top-notch email marketing program.

Job Description

Do you have a knack for getting the right emails into the right inboxes at the right times? Do you live to see those open and click-through rates climb higher and higher? We‘re seeking an expert email marketer to join our team. You’ll be expected to develop and track email campaigns to ultimately increase our business’s email marketing success.

Responsibilities

• Grow our email list organically, not through bought or rented lists.
• Manage various email campaigns, including the template designs, calls-to-action, and content used in our email sends.
• Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
• Measure results and optimize the lead nurturing workflows for these segments to convert leads into customers.
• Work to minimize list decay and unsubscribes while increasing the productivity of our email sends.
• Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email.

Requirements

• BA/BS or equivalent working experience.
• Past experience with email marketing, lead nurturing, marketing automation, and web analytics.
• Excellent understanding of email marketing concepts and metrics such as Sender Score, deliverability, and sender reputation.
• Proficiency in email marketing and marketing automation technology.
• Highly analytical and able to derive meaning from data through A/B testing and email optimization.
• Excellent writer and communicator (in both written and verbal form).

What Hiring Managers Look for in an Email Marketing Manager

An email marketing manager should have a unique set of skills. They must be able to craft and edit enticing content while also understanding the data and analytics behind email performance. The ideal candidate will be constantly looking for ways to experiment with new email marketing strategies to find what works best for their audience.

Choose a winning email marketing tool suite, HubSpot Marketing Hub. Skyrocket your email marketing performance and drive revenue fast.

9. Product Marketing Manager Job Description

Whether you manufacture lawn mowers, sell software, or offer bowling lessons, your customers are customers because your product or service makes a difference in their lives. That’s pretty special. Product marketers play a crucial role in positioning products/services the right way to the right people because they have a deep understanding of your target customers and how your products and services fulfill their needs.

Job Description

As a product marketing manager, you will be a leader on the team responsible for telling the world (and the company) the story of our product. You will be expected to be our chief advocate for a specific feature set and its benefits. Additionally, you will be charged with crafting the strategy around the messaging and marketing for new launches.

Responsibilities

• Together with the product team, educate both internal and external stakeholders about our product features and their benefits.
• Create product content (e.g., sales enablement documentation, case studies, product videos, website copy, blog posts, Quora/forum responses) to articulate the benefits of our products to the world.
• Assist members of our sales team on calls with prospects when appropriate to provide deeper dives into the product.
• Speak and present both internally and externally to promote the story of our product.
• Measure and optimize the buyer journey as it relates to product feature adoption and usage.

Requirements

• BA/BS degree or equivalent working experience.
• Past experience in digital marketing, product marketing, and/or product management.
• Excellent written and verbal communication skills — there is a heavy amount of writing and presenting/selling ideas in this role.
• Proficiency in content management systems. You will be expected to build product pages, optimize the conversion paths on those pages, and use dynamic calls-to-action to create and test buyer stage-specific calls-to-action.
• Prefer working in a collaborative, cross-team capacity. This role requires you to work across functions and departments to bring the product to life. You are at the center of our entire organization, constantly interacting with teammates and prospects.

What Hiring Managers Look for in a Product Marketing Manager

Since product marketing managers work with cross-functional stakeholders, they must be collaborative. Candidates seeking a product marketing manager role should be prepared to share examples of times they have successfully worked on project teams across an organization.

Real-World Example

At HubSpot, we’re looking for candidates who excel in GTM execution and implement AI into their workflow for efficiency.

10. Paid Marketing Manager Job Description

While you may be building up your inbound marketing team, paid marketing strategies, in moderation, can help you grow and scale your organic inbound marketing efforts. And a paid marketing professional is exactly what you need to cover all your bases, since paid marketing tactics like pay-per-click (PPC) advertising and retargeting can involve a lot of day-to-day maintenance.

Job Description

We are seeking a paid marketing manager to help acquire new leads and customers through online pay-per-click and cost-per-acquisition campaigns. You will be in charge of all external, online acquisition marketing, managing the strategy, execution, and optimization across channels.

Responsibilities

• Manage the strategy and setup of all paid campaigns.
• Measure and optimize our paid marketing using vendor-specific dashboards, Google Analytics, and marketing analytics reports.
• Research and test partnerships with new vendors to expand our reach and/or lower our cost-per-acquisition.
• Collaborate with marketing teammates to maintain a consistent brand voice and message across all paid programs.
• Craft landing pages and lead generation forms for our content to distribute through relevant paid programs.
• Stay up-to-date with digital marketing trends and potential new channels and strategies to keep us ahead, including updates to social media marketing, attribution, and programmatic media buying.

Requirements

• BA/BS or equivalent working experience.
• In-depth knowledge of the various paid marketing channels and technologies, including paid search (Google AdWords), retargeting, social network advertising (Facebook, X, LinkedIn, Pinterest, and more), and content distribution and placement networks like Outbrain and Taboola.
• Excellent communicator with the ability to sell and convince. You will manage all relationships with vendors and ensure we get the most efficient cost possible.
• Experience handling marketing budgets and forecasting/reporting results.

What Hiring Managers Look for in a Paid Marketing Manager

A thorough understanding of pay-per-click strategies and experience creating consistent brand messaging across multiple marketing channels.

11. AI Growth Marketing Manager Job Description

Even Meta is looking for AI-qualified marketing personnel. With the lightning speed of AI-powered tools developing, AI specialists will become a crucial part of every marketing team. To find the right tools, test them out, run experimental campaigns and A/B tests, and incorporate those into your current workflows.

With that, the candidate should demonstrate strong knowledge of the AI ecosystem, have built a few AI agents, and do simple coding (or make AI tools code instead).

Job Description

Our company is growing rapidly, and we are looking for an AI-powered Growth Marketing Manager to take our lead generation to the next level. This individual will be in charge of creating the AI marketing strategy and implementing AI tools into GTM activities and beyond.

Responsibilities

• Collaborate with product marketing, sales, data science, and creative teams.
• Manage digital marketing channels (email, in-product, web, ads, etc) to execute high-performing GTM activations.
• Design and activate Agent-as-a-channel strategies, leveraging 1p and 3p agentic workflows.
• Regularly analyze campaign performance and identify areas for improvement.
• Drive qualified enterprise leads into the sales funnel.
• Create workflows of using AI across different marketing roles.

Requirements

• BA/BS degree or equivalent working experience; a Master’s degree is a plus, though not required.
• Expert-level industry knowledge and competitive analysis skills.
• Proven experience in digital marketing and/or demand generation.
• Experience with marketing automation platforms and tools.
• Experience with Agentic solutions and HubSpot AI solutions.

What Hiring Managers Look for in an AI Growth Marketer

When applying for the role, candidates have to bring strong experience in agentic solutions and a proven track record of GTM activities with their impact on revenue and ROI.

12. AI Writer Job Description

This role doesn’t mean you’re looking for a person whose goal is to churn out AI-generated posts. Rather, you’re looking for a highly qualified candidate in AI writing tools. You need that to speed up the content writing process, like blog ideation, brief development, copyediting, research, and voice-to-text.

So, the routine work of the writer is tied to AI writing tools, like this role of an AI-powered resume writer for Realign.

Job Description

We’re looking for an individual with a strong knowledge of AI writing tools to accelerate content development for the various needs of the marketing team.

Responsibilities

• Collaborate with marketing strategists to write AI-assisted content that supports campaigns across blog, email, social, and web.
• Prompt and fine-tune outputs from large language models to generate clear and brand-aligned copy.
• Edit and refine AI-generated drafts to ensure accuracy and consistency in tone and voice.
• Maintain and update prompt libraries and internal style guides for AI use.
• Work cross-functionally with designers, SEO specialists, and product marketers.

Requirements

• BA/BS degree is a plus, though not required.
• Expert-level AI industry knowledge.
• Proven experience in working with AI tools.
• Experience with ChatGPT, HubSpot Breeze, Jasper, Writesonic, Copy AI, Nyle AI, etc.
• Exceptional writing and editing skills, as well as the ability to adopt the style, tone, and voice of our business’s various types of content.
• 2-3 years of experience in content writing.

What Hiring Managers Look for in an AI Writer

First of all, you need a writer with a solid background and portfolio who is passionate about AI. They must also have hands-on experience with popular AI writing tools.

13. Public Relations/Media Relations Manager Job Description

That‘s right: One of the oldest marketing tactics, public relations, is still alive and kicking — even within inbound marketing. But to make sure you’re executing a modern public relations strategy that’s not stuck in the dark ages, you need a modern-day public relations manager.

Job Description

We are seeking a media relations manager to play an integral role in public/media relations, corporate communications, and content creation for our company.

Responsibilities

• Connect with influential media outlets and journalists to place stories about company news and other initiatives.
• Assist with event planning, including working with vendors, event coordinators, and design teams for on-site collateral.
• Create content regularly to grow the company’s footprint (press releases, corporate announcements, and creative content).
• Collaborate with prominent members of the company, including executives, to craft and pitch press releases and thought leadership columns.
• Establish a sustainable, strategic approach to PR based on adding value to media outlets and event managers, not just asking for it.

Requirements

• BA/BS degree or equivalent working experience.
• Past experience in public relations, corporate communications, content marketing, or relationship management.
• Skilled in creating, editing, and promoting written and visual content.
• The ability to work and thrive in a fast-paced, rapidly changing work environment.
• The ideal candidate will have experience pitching, crafting, and placing content externally through guest blogging or op-ed development and experience with event management and sponsorships.

What Hiring Managers Look for in a Public Relations/Media Relations Manager

To be considered for a public or media relations role, candidates must have expertise in developing strategic PR campaigns. Having a strong network of media connections is also a plus.

14. Marketing Operations Manager Job Description

You know how every group of friends has that one person who serves as the glue that holds everyone together? Every marketing team needs glue, too. Reflective, analytical, strong, strategic Gorilla Glue.

Marketing operations professionals are charged with monitoring, measuring, and analyzing the effectiveness of marketing initiatives as they relate to the overall company’s goals. Marketing operations staff work closely with sales teams and sometimes have a sales operations counterpart.

Together, they manage the relationship between marketing and sales to ensure that both sides are optimized to deliver (marketing‘s role) and work (sales’ role) the highest quality leads, something we at HubSpot have grown fond of calling “smarketing.” Marketing operations staff make predictions about the quality of the sales and marketing pipeline and spot efficiencies that will make the company work better as a whole.

Job Description

As a marketing operations manager, you will work to create scalable processes that ensure best practices in lead generation and database management. You will also conduct complex data analyses that will be used to inform strategic decisions by stakeholders from across the company. You will be working in a fast-paced environment, managing multiple projects at once.

Responsibilities

• Manage technical aspects of key marketing systems (marketing automation, CRM) used to generate, distribute, and report on leads.
• Establish and maintain scalable processes that ensure best practices in campaign and lead management.
• Create and maintain metrics reports on marketing and sales activities, effectiveness, and business impact.
• Analyze marketing and sales data to develop insights and make recommendations on areas for optimization.
• Monitor and maintain data quality within the marketing database.
• Evaluate new technologies and add-on applications to improve and optimize marketing team performance.

Requirements

• BA/BS or equivalent working experience.
• Strong analytical skills (including mastery of Microsoft Excel) and experience with reporting and data analysis.
• Proficiency in marketing automation systems (like HubSpot) and integrating those systems with other technologies.
• Ability to manage multiple projects at the same time in a fast-paced environment.
• Technically capable, excellent communicator, and a desire to improve processes.

What Hiring Managers Look for in a Marketing Operations Manager

Strong analytical skills and confidence working with large sets of data are a plus. When applying for a marketing operations role, be sure to call out experience creating and optimizing systems and processes for improved business outcomes.

15. Director of Marketing Job Description

Effective marketing teams need insightful leadership. As your marketing team grows and your business scales, consider hiring a director of marketing to oversee all marketing plans and promotional activities.

Marketing director candidates should have a combination of hands-on marketing and people management skills, as they will need to develop and motivate a team to create and implement successful campaigns.

Job Description

Our team is hiring a skilled marketing director to drive the creation of promotional strategies and manage the team that will execute. The director of marketing will be tasked with understanding our audience and offerings to deliver effective marketing solutions and ultimately grow our business. This individual will lead a team of talented marketers to raise brand awareness and generate quality leads.

Responsibilities

• Work with marketing teams and stakeholders to oversee the development of strategic marketing plans.
• Lead the execution of agreed-upon marketing plans and campaigns from concept to final analysis.
• Manage a team of senior marketing managers to ensure all campaign and employee development activities are on track.
• Conduct regular meetings with company leadership to report status on all marketing-related activities and how they perform in relation to overall company goals.

Requirements

• BA/BS degree or equivalent working experience. A Master’s degree is a plus, though not required.
• Strong background in senior marketing and campaign-driven roles.
• Refined communication, management, leadership, and analytical skills.
• Proficiency using marketing and content management systems.
• Experience working cross-functionally with content, event, and social media marketing teams.
• 6-8 years of experience in B2B/B2C marketing with a strong focus on lead generation, campaign strategy, and digital marketing.

What Hiring Managers Look for in a Director of Marketing

The ideal candidate for a marketing director role should have a variety of marketing roles under their belt, with experience leading capable marketing teams and delivering results-driven campaigns.

16. VP of Marketing Job Description

This is a senior executive role for an experienced marketing professional. The vice president of marketing should have an extensive background in marketing and demonstrated ability to set long-term strategic goals for their team.

Job Description

We are seeking a talented, experienced vice president of marketing to lead our marketing organization. In this role, you will oversee all marketing activities to ensure the growth and long-term success of the organization.

Responsibilities

• Manage the development of a strategic, multi-prong marketing plan to support company-wide initiatives.
• Work with fellow company leaders to determine long- and short-term goals and key metrics.
• Determine the headcount and staffing needs of the marketing team.
• Oversee all marketing projects and activities to ensure they stay on track and on budget.
• Create and maintain the company’s marketing budget, allocating resources to each project and department as appropriate.

Requirements

• BA/BS degree or equivalent working experience. A Master’s degree is a plus, though not required.
• Prior experience as a VP of marketing or a senior executive role.
• Effective leadership, communication, analytical, and decision-making skills.
• Hands-on experience creating, implementing, and analyzing marketing campaigns.

What Hiring Managers Look for in a VP of Marketing

Those who are successful in a VP of marketing role are typically career marketers who have a variety of experience in the field and who have spent time driving results in a marketing director role.

17. Chief Marketing Officer (CMO) Job Description

The chief marketing officer is the most senior role within a marketing organization. To be considered for a CMO role, the ideal candidate should have demonstrated experience leading marketing campaigns that directly support a company’s business objectives.

Job Description

Our company is growing rapidly, and we are looking for the right chief marketing officer (CMO) to join our dynamic leadership team. This individual will be in charge of creating the marketing strategy for the company and building a robust, capable team of marketing professionals.

Responsibilities

• Management of all marketing operations within the company.
• Design, plan, and implement all marketing campaigns across the company.
• Hire and develop a team of marketers to execute the marketing strategy.
• Work closely with other members of the executive team to ensure the marketing function is contributing to company goals.
• Represent the company during public-facing events and initiatives.

Requirements

• BA/BS degree or equivalent working experience. A Master’s degree is a plus, though not required.
• Expert-level industry knowledge and competitive analysis skills.
• In-depth understanding and working knowledge of key marketing systems and platforms.
• Demonstrated experience leading and implementing effective marketing campaigns.

What Hiring Managers Look for in a Chief Marketing Officer

When applying for the role of chief marketing officer, candidates should have proven experience driving revenue through marketing-related activities.

Marketing Job Description FAQs

Here are some commonly asked questions you may get from applicants during the hiring process. Try incorporating these explanations into your job descriptions to minimize confusion for those applying for roles.

What’s the difference between sales and marketing?

Sales and marketing are two different functions that work in tandem with one another. Put simply, marketing is responsible for raising awareness for a brand and generating viable leads who may be interested in their company’s products and services, and sales is responsible for converting the leads to paying customers.

Once marketing has generated leads, the leads are then connected with the sales team. The sales team then nurtures potential customers until they are ready to make a purchase.

What’s the difference between advertising and marketing?

Advertising is a facet of marketing and advertising roles often sit within marketing organizations. However, it is worth noting that there are differences between advertising and core marketing roles.

The primary goal of advertising is to increase brand awareness, promoting a company’s offerings through various channels for exposure. On the other hand, core marketing roles focus on the unique needs of the ideal customer for their product and carry out tactics to position their product as the solution to the customer’s problem.

What makes a great marketer?

Since marketing and marketing channels are constantly evolving, great marketers are those who love to learn and experiment. What worked for one campaign may not work for the next campaign, and great marketers are constantly looking for data and information to support the best possible outcomes for their efforts.

Who does a marketer report to?

Depending on the size of the organization, a marketing professional will often report to a marketing manager or marketing director.

Building Your Marketing Dream Team

If you’re looking to hire a stellar marketer on your team, having high-quality job descriptions is a non-negotiable part of the hiring process, and our templates are designed to streamline your efforts.

Ensure you list all crucial technical skills candidates have to possess to filter out the rest. But stay flexible with “nice-to-haves” not to scare off your perfect candidates.

Editor’s Note: This post was originally published in January 2014 and has been updated for accuracy and comprehensiveness.

If you’re a startup founder or marketer trying to build momentum with little to no budget, good news: Being scrappy is the best place to start. Some of the most effective marketing I’ve ever done — from the early days of my career to my time at Drift — came from moments when there was no budget at all.

When you don’t have big dollars to hide behind, you’re forced to get creative, move fast, and figure out what actually gets attention. You learn by doing, not by building 40-slide decks to ask for $50,000.

In this piece, I’ll walk you through real examples of scrappy marketing tactics that worked, and how you can steal them for your own playbook.

My Own Experience With Low-Budget Marketing

My first job out of college was at a PR agency. This was back in 2009, and the “playbook” was pretty traditional. I built a list of reporters, cold pitched them, hoped for a hit. But social media was just starting to change the game. I realized I could skip the outdated tactics by connecting with reporters directly on Twitter.

I‘d follow their work, comment thoughtfully on their posts, and DM them pitches that showed I actually understood their beat. This wasn’t rocket science. But at the time, no one else was doing it. And, it worked. I started getting quick wins, and internally, people were wondering what my “secret” was. The truth? I was just scrappy and curious.

I also used to ghostwrite for one of the executives at the same company. I would spend all day finding blogs and drafting comments on blog posts, back when blog comments were a community builder.

That would lead to coverage. Thoughtful comments would turn into future opportunities because you’d be seen as an expert. The reporters would say, “Wow, this is a really good comment on this article. Hey, let’s feature this person in the next article.”

Early in my career, I read and devoured everything about social media marketing, digital marketing, and online marketing. I loved the world of posting on Reddit and answering questions on Quora.

Later at HubSpot, I helped launch the company’s first podcast, The Growth Show. I’d find relevant subreddits and creatively promote the podcast. We got a lot of links and a lot of love. I just kind of fell into this scrappy level of marketing.

At Drift, I applied that same mindset at scale. We didn’t buy billboards across San Francisco, but we did buy one billboard outside a key customer’s office for $1,200. We put a screenshot of her tweet on it, and she ended up taking a photo in front of it. That tweet did more for us than any display ad ever could.

Or take the time we went to SaaStr. We didn’t have a booth. Our CEO had a speaking slot, and I flew out with my podcast gear in my backpack. I recorded interviews, wrote articles, and created a ton of content — all for the price of a plane ticket.

So, how can you make a big impact with a small budget? Here are my biggest learnings.

4 Tips for Marketing Without a Budget

1. Play where you have leverage.

The fastest, most cost-effective place to start is social media. It’s where people hang out, whether they’re buying software or shoes.

When I say social, I don’t just mean paid ads or promo posts. I mean actually showing up where your audience spends time. That might mean posting on LinkedIn, replying to threads on Reddit, or sharing insights in niche Slack groups.

2. Create shareable moments.

The best scrappy plays are often the most memorable. At Drift, we sent handwritten notes and shirts to new customers. Why? Because they took pictures and shared them. It created organic reach and goodwill.

When I launched my book, I paid $5K to plaster posters around Boston like a musician would promote a show. People saw them, took pics, and spread the word.

3. Start with content, not spend.

Most marketers ask, “How much can we spend on this campaign?” But instead, they should ask, ”What’s the most helpful or interesting thing we can make?”

No matter what you make, content that connects is actually high quality, unique, and interesting. I find a plain-text newsletter with real insights much more engaging than a beautifully designed send with custom graphics. A podcast with low-fidelity audio can be more valuable than one made in a state-of-the-art studio.

Focus on getting information into the world that adds value for your audience. You can iterate, then put money behind plays that work.

4. Use scrappy plays to de-risk bigger bets.

Scrappy experiments are low-risk ways to test ideas. Before you invest in a large sponsorship or campaign, test the message organically. Does it get traction on social? Does it resonate with customers? If so, then double down with spend.

Don’t think of being scrappy as an alternative to having a budget; instead, you can use it as a testing ground for great ideas you can double down on.

Scrappy marketing is a mindset.

There’s nothing wrong with spending your marketing budget — after you’ve earned the right to. Budget should amplify what’s already working, not compensate for a weak idea.

Your spend should follow signal. If something scrappy works, put money behind it. Maybe that means sponsoring the event where you had organic momentum. Maybe it means turning your plain-text newsletter into a beautifully produced podcast.

What I don’t believe in is starting with spend. I’d rather make $5K go 10x further with a smart idea than burn it on a booth no one remembers.

Remember, scrappy marketing isn’t just for early-stage startups or underfunded teams. It’s a mindset. It’s about staying close to the customer. Moving fast. Testing before scaling. Creating great content and building trust in places that matter.

That’s the game I’ve always played. And, I’d bet on it every time.

My son and I were recently watching some AI-generated videos when he suddenly stopped and asked, “Wait… none of these are real?” That pause perfectly sums up where we stand with AI video tools right now. We‘ve reached the point where even a casual viewer has to take a step back and consider if what they’re seeing is real or AI.

But, not all tools propel viewers past the uncanny valley. Having spent years in Silicon Valley watching AI startups rise and fall, I‘ve learned that the tech that looks impressive in demos doesn’t always translate to real-world utility.

For this post, I’m cutting through the noise and focusing on AI video tools that are popular and live up to the hype. I’ll dive into visual quality, surprising functionality, and the heated debates these tools sparked. So, here are the nine tools that rise above the rest.

The 9 Most Popular AI Video Tools Right Now — Ranked

1. Veo

Veo, Google’s AI video model, is the most impressive AI video I’ve seen so far in terms of pure output quality. The visuals are crisp, the motion is smooth, and it offers four video options per prompt. You just need to pick your favorite. I’ve found one of the four is good enough to use straight out of the gate almost every time.

The tech is miles ahead, even if the product still feels early. Currently, Veo lacks essential features, such as a comprehensive asset library and editing tools, and your creations are lost if you don’t download them. But, those are solvable problems.

My take: The big question is whether Google will actually turn Veo into something people use. They’ve launched amazing tech before that’s never reached widespread adoption. Beyond that, the latest version is priced at $250 per month, which can be a tough pill to swallow.

The model is absolutely S-tier, but without a solid product and rollout behind it, it could end up being one of those cool tools that most people never touch.

2. Hailuo AI

Hailuo might not have the same name recognition as Google or OpenAI, but it deserves a spot at the top. The results are consistent and surprisingly controllable. You can bring in images from tools like Midjourney or Flux, and Hailuo turns them into smooth, coherent motion.

When I sat down with Tim Simmons from Theoretically Media, he raved about how his audience was getting great results with Hailuo. Even without using a prompt, it understands what you’re trying to achieve. That kind of intuition in a model is rare.

My take: The control and prompt adherence here are next level. If you’re creating short films or AI-native content, this is a top contender. Tim put it best when he said his entire audience would “come after him with pitchforks” if he didn’t rank this tool at the top of his list. After testing it, I understand why.

3. Runway

Runway is the OG. It’s been around longer than most and still ships new features constantly. Gen-3 is fast, and the editing tools — Act-One, rotoscope, motion controls, subtitle generation — make it more than just a video generator. It’s a full creative suite.

That said, the visuals don’t always impress. I would say the quality is closer to B-tier, but the ecosystem makes up for it. I find the green screen and expand tools particularly useful. These are great for workflows where precision and flexibility are required.

My take: The visuals aren’t always top-tier, but Runway’s tools and speed make it the most complete creative suite I’ve tested.

4. Kling

Source

Kling clips nail physics, motion, and photorealism, making video that feels real. The tool is especially impressive when you’re working with dynamic shots like sweeping pans or zooms, where the sense of depth and movement really comes through.

Kling doesn’t lock you into native image tools. You can bring in assets from other platforms and then use Kling’s motion brushing and generation features to bring them to life. Kling 2.1 was also one of the most talked-about upgrades in late 2024. Pro mode bumped video resolution to 1080p, and prompt adherence improved dramatically.

My take: Kling offers greater control and flexibility than competitors. However, until the output is more consistently high-quality across a broader range of prompts, this is high on my favorites list but not at the top.

5. LTX Studio

Tim fought hard for LTX to be in S-tier — not because it’s the best right now, but because it’s the only open-source tool on this list. That makes it uniquely poised for rapid improvement, thanks to contributions from the global dev community.

He also called out how fast it is and compared it to Leonardo.Ai’s Flow State mode, where you can interactively steer outputs. But even Tim admitted the generative quality doesn’t yet compare to tools like Veo or Hailuo. Matt Wolfe, my co-host on The Next Wave, agreed. LTX is promising but not quite there.

My take: LTX is a strong AI video contender with tons of potential, especially for developers and tinkerers. If you’re excited about open-source AI tools, check it out.

6. Sora

This one sparked a lot of discussion. Initially, I had access to Sora Turbo. The Turbo model generated 20-second clips using frame interpolation, which sped up the motion but made it feel slightly off at times.

When my co-host Matt tested Sora Turbo, he found that outputs weren’t especially impressive. In his side-by-side tests with Veo, results came out in Veo’s favor. Beyond that, several key capabilities, like generating people, were locked behind the $200 per month plan. That makes the tool feel somewhat limited unless you are paying for the top tier.

That said, there are some genuinely impressive features, like Remix, Blend, and the ability to cut between clips. While the outputs felt underwhelming, those tools showed real potential and hinted at where Sora could go next.

My take: The visuals weren’t the main event here. It’s the tooling that stood out. Remix and Blend, in particular, seem to be ahead of the curve. If OpenAI leans into those strengths, Sora could become a serious contender.

7. Luma

Luma’s Dream Machine impressed us with its unique features and solid output. One standout? The ability to input a start and end frame and have the tool animate between them. Tim used it to prototype a Game of Thrones–style intro, complete with sweeping drone-style flythroughs. During a conversation on The Next Wave, Matt noted that starting with an image instead of just a prompt tends to get better results.

Luma’s image generation improvements and its more interactive UI are also worth noting. These changes allow you to “chat” with your image in a way reminiscent of early DALL·E 3 hype.

My take: Matt’s demo, featuring image-to-video transitions and flythroughs, was impressive. Luma is a tool that I’ll be watching closely.

8. Pika

Pika has carved out a unique niche with its special effects features, such as the ability to make things explode, get crushed by hydraulic presses, or transform objects into cake. While they were the first to nail cartoon faces really well visually, most of the other models that have come out since are more impressive overall.

But Pika‘s strength isn’t in competing on pure visual quality. Tim pointed out they’re doubling down on these playful, social-first tools rather than trying to match the cinematic output of Veo or Runway.

My take: I see Pika becoming a viral app. It’s useful for memes and quick social content, which gives it real value in its specific lane. Maybe it’s not what Hollywood uses, but for teens looking to create fun, viral transformations, it could be huge.

9. Invideo AI

Invideo AI isn’t really trying to compete with cinematic AI models like Veo or Hailuo. Its strength is in speed and utility. You give it a prompt, and it assembles a slick, ad-style video using stock footage and templates in minutes.

If you’re making explainer content or quick social clips, InVideo is useful. You’re not relying on full-on generation Instead, you’re combining assets to get something done fast.

My take: Invideo feels more like Canva for video than an AI playground. But for marketers who want to move quickly and stay on brand, that’s a win.

What’s Next for AI Video

After testing these tools side by side, one thing‘s clear: We’re in the early days of a massive shift. No single platform is dominating yet, which reminds me of the early social media wars or the browser battles of the 2000s.

Tools like Veo and Hailuo are setting the bar for raw quality. Runway and LTX are winning in terms of features and community. Pika and Invideo are smart to carve out specific niches rather than try to be everything to everyone.

Here’s what happens next: The quality gap will narrow fast, but the real winners will be the platforms that nail the user experience and find their specific audience. Expect better editing tools, smoother workflows, and entirely new use cases we haven’t imagined yet.

The tools are getting good enough that the story you tell matters more than the pixels you generate. And honestly? That’s where things get really interesting.

To see other top video contenders, check out the full episode of The Next Wave below.

Do you ever look at an ad and wonder, “What on earth does that mean?” That’s how I felt after viewing this Stripe ad.

Source

Now, I love Stripe. Their product is tremendous in the world of payment processing, but this ad makes no sense. Not only is it confusing, but it’s missing all the elements that I think make for a good ad. The ad needs a refresh, and behavioral science can help.

Since starting the Nudge podcast, I’ve regularly interviewed researchers and other experts in order to glean insights from psychology and apply them to marketing. And over the past decade, I’ve come to believe that almost every message could be improved by behavioral science.

In this post, I’ve collected six successful messages with behavioral science principles behind them to prove my point. Once you see the science — and understand exactly why these ads work — using the same strategies to improve your own marketing messages becomes much simpler.

Six Successful Messages Using Behavioral Science Principles

1. Anchoring — De Beers

In the 1930s, only 10% of Americans bought diamond engagement rings. Most bought cheaper gems, spending a smaller proportion of their disposable incomes. To change buyer behavior, De Beers came up with a new anchor. They asked, “How can you make two months’ salary last forever?”

Two months’ salary was not the standard amount to spend on an engagement ring before this. But, the new anchor shifted perceptions of the norm. De Beers created a reference point (in this case, a higher price tag), which in turn influenced estimations of value. Buyers will spend more when it’s assumed that two months’ salary is what a ring should cost.

Today, 90% of engagement rings are diamond. And, Americans spend billions annually to purchase them.

2. Pratfall Effect — Avis

Rental car company Avis always lagged second for market share, behind Hertz. Most companies would hide this weakness, but Avis embraced it.

Behind this strategy is something known as the Pratfall Effect. Based on Aronson, Willerman, and Floyd’s research, the 1966 study found that we like smart people more if they have flaws. It boils down to the idea that if people seem too perfect, they’re not as easily liked. But if they make a mistake, they become a little more human like the rest of us, and thus more attractive.

So, Avis took this to heart and decided to flaunt their second-place ranking, showing that they were still among the best but just shy of perfection. This way, their weakness became a strength by making them appear more likable. 

3. Generation Effect — Gut Foundation

There’s a straightforward way to get someone to notice your ad: Remove a letter.

In a 2020 study by Burnett, Treharne, and Shotton (cited in Shotton’s 2023 book), the researchers showed participants brand names with missing letters. For example:

• H_BC, Goo_e, Li_erpool FC, N_dge.

It turns out that participants remember those brands 14% more than when the full brand name is written (e.g., HSBC), with a recall rate of 92% versus 81%. This is due to the Generation Effect, meaning that if you have to generate an answer yourself, it becomes more memorable and effective.

The Gut Foundation, a non-profit specializing in digestive health, applied this technique to their ads. They didn’t tell drivers to get a checkup. Instead, they advertised 100% “anus beef”.

With the extra bit of effort required to understand it, the ad was both impossible to ignore and easy to remember.

4. Keats Heuristic — Tesco

Rhymes are potent messaging tools. To demonstrate the power of this, in one study, researchers McGlone and Tofighbakhsh showed participants two sets of proverbs. Some rhymed ( e.g., woes unite foes). Some didn’t rhyme, but meant the same thing (e.g., woes unite enemies).

The study revealed that rhyming proverbs were deemed 17% more trustworthy and memorable than their non-rhyming counterparts.

The researchers coined this the Keats Heuristic (after the poet) to highlight the underlying idea that how pleasing we find something affects our perception of how true we believe it to be. Rhymes are pleasing and easy to process, making their content seem trustworthy and true.

The supermarket chain Tesco used this same principle to boost sales of its reduced-price veg. By creating an ad that rhymed (“Reduced in price. Just as nice.”), Tesco increased trust in the idea that low-priced produce was still of good quality and worth the purchase.

5. Endowment Effect — NHS

If you feel you own something, you’ll value it more. This is known as the Endowment Effect, and it’s been studied in many situations throughout behavioral economics and psychology.

However, Katy Milkman, along with a large team of researchers, applied this idea to persuasive messaging in her fantastic 2021 study, which looked at how to encourage patients to get vaccinated for the flu at an upcoming doctor’s appointment.

Testing 19 different text-based messages, she found that stating, “Your vaccine is reserved for you,” made readers 4.6% more likely to get vaccinated, as the reservation language boosts feelings of ownership.

The UK’s National Health Service (NHS) applied this principle to boost uptake of the COVID-19 vaccination by changing its messaging language. Rather than having vaccines “available” to given populations, they were now “reserved” for them, suggesting the vaccine was already theirs and just waiting to be claimed.

6. Specific Numbers — Forest

In a 2006 study by Schindler and Yalch, consumers saw ads for a fictitious deodorant. Some were told it lasts “exactly 47% longer than rivals,” while others were told it lasts “more than 50% longer than rivals.”

Which message do you think worked? It’s probably not what you’d expect.

The precise claim of 47% was deemed 10% more accurate by 199 participants. Why? Well, it’s the specific number. Specificity enhances the perceived accuracy and trustworthiness of claims, while less precise numbers are assumed to be estimates or less factual.

Forest applies this brilliantly in its 2024 billboard ad for bike shares. Not only does it give the number of free minutes that users of its service have enjoyed, instead of a vague statement like “lots.” But it also uses an exact number (51,899,782), which is more persuasive than 50,000,000 on the dot.

Reframing Marketing Messages for Success

And finally, let’s go back to that Stripe ad. How could it be improved? Well, with just a subtle bit of reframing based on the behavioral science principles I’ve applied.

Getting specific about the speed makes the ad memorable, enhances trust, and influences perceptions about the amount of time it should take to analyze your data. Plus, it’s a whole lot less confusing to read.

The beauty of behavioral science in marketing is that strategic tweaks can dramatically improve results. In a world where consumers are bombarded with thousands of messages daily, the brands that understand the psychology behind persuasion are the ones that break through the noise and drive results.

Like, comment, share. This used to be the holy trinity of social media engagement, but savable content has emerged as a new contender in recent years.

Think about it. What kind of things do you save?

If you’re like me, it’s photos of people and moments you don’t want to forget, maybe a ticket stub from a concert, or a shell from your favorite beach. And, of course, we all try to save money and time. We save things we consider important — things we want easy access to in the future.

The same rings true of savable content or “save-worthy” content.

If audiences save your content, they value it and this has many benefits for your marketing goals and business. Let’s explore these benefits and how you can create top-class savable content to reap them.

Table of Contents

• What is savable content?
• Marketing Benefits of Savable Content
• Tips for Creating Savable Content

What is savable content?

First things first. When we say savable content, we usually refer to content deemed worthy of hitting the “save” button on social media. It’s information users want to return to later and, arguably, consider better than things they just scroll past.

Not all social media platforms have “save” options, but it is available on Instagram, Facebook, TikTok, LinkedIn, and X (forever Twitter in my heart) in the form of “bookmarks.”

Learn more about the current state of social media and how consumers are using it in our 2025 Social Media Trends Report.

But what makes content “savable” exactly? Typically, it involves delivering one or more of five things.

1. Utility: Information people can act on

This content enables people to do something they couldn’t do before or do it more effectively. It can take the form of tips, checklists, how-tos, and templates, among other things. Your audience saves this content because they want to use it later.

For example, I saved this shortbread cookie recipe on Facebook:

Source

And these marketing tips on LinkedIn:

While the information shared can cover many topics, each post gets saved because it is actionable.

2. Personal Resonance: Inspirational, thought-provoking, or relatable posts

When it comes to “personal resonance,” think of human stories or even nostalgia. This content is saved because it strikes a personal connection with the audience. Perhaps, it helps inspire, motivate, or calm them. Maybe it helps them reflect or see new possibilities.

Carousels from wetheurban regularly make it into my saves because of these reasons:

3. Entertaining: Funny, enjoyable

According to Oracle, people crave experiences that make them laugh or smile. Even more telling, 91% of consumers say they want brands to be funny. Knowing this, it should be no surprise that entertaining, humorous content is another popular type of savable content.

For example, this meme from my Instagram saves still makes me laugh.

4. Visual Appeal: Aesthetic images, videos, graphics, carousels, charts

Let’s face it: social media can be a superficial place. High-quality and visually pleasing photos, videos, and graphics grab attention and earn saves.

Some people may save this content for its information while others may save it as inspiration for their own creative endeavors (like a style or mood board).

I’m certainly no stranger to saving photoshoot, decor, and even outfit inspiration.

5. Educational or Informative: Teaches or introduces viewers to something new

Social media can be a wealth of knowledge if you know where to look and who to follow. Great social content can teach audiences something new or introduce them to new things (i.e. new restaurants, products, artists, books, etc.)

For instance, most of my Instagram saves are for restaurants and experiences I want to try.

When planning an outing or trip, I run to my saved posts for ideas of where to go (and frankly, where to give my business).

This is just one of the reasons marketers should care about savable content.

Need help designing or writing your social content? HubSpot’s Content Remix can help.

Marketing Benefits of Savable Content

In a recent informal poll I ran with my network, nearly 60% of marketers said they’re either tracking the number of saves on their content, or recognize that they should be. But why exactly?

Creating savable content has three main benefits for brands and businesses:

• Social Proof
• Content Longevity
• Algorithm Impact

Social Proof

Like shares, likes, and comments, some social media platforms display the number of saves a piece of content has. This number acts as social proof.

Source

When people see that others have saved your content, it makes them think there must be a reason why. If all these people are saving this content, it must be good, right?

Content Longevity

While it varies by platform, the shelf life of online content is generally pretty short. So much can be posted each hour that even the best content can get buried and never seen.

Saves help combat this.

Sure, many posts get saved and forgotten about (RIP to all the restaurants I saved and never visited), but at the very least, they have a greater chance of “return traffic.”

Someone may not revisit the save for a day, a week, a month, or even a year (cue Friends theme song) — but if/when they do, it will kickstart their journey back to your brand.

Just think of me and the restaurant visits that made it out of the saves.

Algorithmic Impact

Marketers looking for organic growth on social media are at the mercy of each platform’s algorithm. While algorithms can be complicated and mysterious, one thing we know for sure is that they almost always consider engagement.

When someone saves your content, this engagement signals to a platform’s algorithm that it’s quality content that it should potentially highlight and prioritize in feeds.

More feed appearances mean higher reach and higher potential impact. What marketer wouldn’t want that?

Tips for Creating Savable Content

Now that you know the perks of savable content, let’s discuss some expert tips for creating it.

1. Address questions and pain points.

What are some of your buyers’ biggest questions or pain points? What should they know before purchasing, or what would be helpful afterward?

Create content around these topics. This gives your posts long-term value that doesn’t come with passing trends. It is more likely to be needed in the future and warrant saving, like this post from Fitbit.

2. Share actionable tips.

Have tips or hacks your audience should know about?

Like answering their questions and pain points, offering actionable advice someone can implement on their own gives them long-term value worthy of saving. It’s something they want to remember and try at some point or perhaps even share with a loved one.

I don’t even have a formal YouTube channel, but even I’m tempted to save this tutorial from Canva just in case:

Pro tip: Break down a process step-by-step (like our friends at Canva did above). If you can take a complicated tutorial and make it easily digestible in your content, your audience will love you for it. Videos and carousel posts are ideal for this.

3. Make them laugh.

Humor is powerful. It humanizes your brand, makes your content more enjoyable and memorable, and — when done right — it can earn you a save and a chuckle.

Think relatable memes, clever one-liners, or witty observations about your industry. The goal isn’t to go viral (though that’s a fun bonus), it’s to connect through laughter and give people a reason to come back for more.

Duolingo is a master of this, of course.

4. Inspire them.

Inspirational content, whether a heartfelt story or an uplifting quote, connects with your audience by tapping into emotion.

People save it because it speaks to them on a deeper level. If they’re stuck, discouraged, or need a reminder of what’s possible, boom — back to their saves they go. For brands, this can even come in the form of user-generated content or customer testimonials.

Nike accomplishes this in a simple but effective way, sharing photos of accomplished athletes with motivational quotes.

5. Tell a story.

Long before recorded history, lessons and information were shared through stories. And truthfully, their impact hasn’t stopped. Narratives help people engage, relate, and remember things.

Human stories give your audience something to see themselves in and reflect on.

Capitalize on this by sharing content that reflects your audience’s experiences, shows transformation, or even offers a behind-the-scenes peek at your business.

Shopify does a great job of this, regularly highlighting the success stories of its users.

6. Appeal visually.

High production value is rarely a bad idea. You could have written something brilliant, but if it’s crammed in a blurry slide with tiny font? It’s not getting saved, let alone read.

Yes, less-produced and authentic content has been on the rise thanks to TikTok, but it also has a time and place.

Design matters. Quality matters. Whether it’s a minimal infographic, a dreamy photo set, a dynamic video, or a clean carousel, aesthetic content grabs attention and enhances your message.

7. Incentivize saving.

One trend I’ve seen a lot lately is brands and creators incentivizing “saves” by attaching them to a contest or giveaway. In other words, to enter to win the prize, people need to save the post, among other things.

In this example, beauty brand Laneige asks followers to like, share, and save the post to enter its giveaway, and judging by the over 30,000 likes, I’m assuming many people followed through.

Source

Go Forth and Save the Day

At the end of the day, savable content is about more than just racking up another engagement metric. It’s about creating something so helpful, resonant, or delightful that your audience wants to return to it.

That’s powerful.

Saves are a signal — a quiet but meaningful nod from your audience that says, “This is good. I’ll need this again.” Whether you‘re solving a problem, sparking a smile, or inspiring someone to take that next step, you’re making content that sticks. And in a world of endless scrolling, that’s no small feat.

So the next time you’re about to hit publish, ask yourself: “ Would I save this?”

If the answer is yes, you’re on the right track. If not, tweak it until it is. Your audience — and your metrics — will thank you later.

When generative AI first came out, I was skeptical. While it came up with some good ideas, I saw it more as a novelty than a real copywriting tool. Honestly, I didn’t believe “great” and “on-brand AI copywriting” would ever belong in the same sentence.

To be clear, I still see my own brain and approach as a competitive advantage. That hasn’t changed, but two things have shifted:

• First, AI algorithms have become more advanced and intuitive, making it easier to get better output.
• Second, I’ve learned how to train AI tools in my voice and perspective consistently enough that they can now produce strong first drafts that actually sound like me.

And, I’ve found the biggest shift by thinking of myself as a copy chief and AI as a junior writer. It has fantastic ideas but needs strong guardrails, constant feedback, and clear direction. And, I’m going to show you how.

Table of Contents

• Picking the Right AI Platform
• Training an AI Platform
• Limitations of AI Copywriting
• Great Examples of AI-Copywriting

Picking the Right AI Platform

For starters, I don’t believe that there is a single “best” AI platform for copywriting. It really comes down to personal preference.

ChatGPT was the clear winner among the people I spoke with for this article, with Claude and DeepSeek close behind.

If you’re already using HubSpot, Breeze AI and AI Content Assistant now includes brand voice capabilities too. The tool can help your team stay consistent across emails, blogs, and landing pages directly inside your marketing workflows.

Personally, I prefer ChatGPT. It’s where I’ve spent the most time, I’m comfortable with the platform, and most importantly, I know how to engineer prompts and give feedback that gets good results. Plus, since I’m already paying for it, it makes sense to focus there.

If you haven’t played around with AI much yet, I highly recommend experimenting. Take a few different platforms, feed each the same prompts, and see what comes back.

Pay attention to:

• How intuitive the platform feels to you.
• How easily it “hears” and adapts to your feedback.
• How well the output matches your expectations.

Based on the responses, the user experience, and how well each one fits as your copywriting assistant, you can pick your go-to.

And remember, you don’t have to commit to just one. Several copywriters and strategists I spoke with use different platforms depending on the project.

Training an AI Platform

The first thing you need to know about training an AI platform is that you can’t just say “write like me” without any context.

It’s a garbage-in, garbage-out kind of thing, and it’s on you to set it up for success.

So if you really want your generative AI platform to write like you, you have to teach it your voice and give it good material to work from, just like you would if you were briefing a junior copywriter.

Over the past few years, I’ve trained ChatGPT to understand my writing style, and those of a few different clients to make sure it knows what to watch for when I need to brainstorm, draft, or edit.

Putting It Into Action

As I was preparing to write this guide, a client project came along where we were synthesizing and updating the messaging for the parent company and its dozen sub-brands.

It gave me the perfect opportunity to build a clear set of guidelines for communicating across different services, topics, styles, and audiences — all while maintaining a consistent, customer-first ethos.

I followed the steps below, and I was blown away by how well it worked.

That said, I didn’t want this guide to reflect only my experience.

You’ll also find insights, quotes, and examples throughout this article from other copywriters and strategists, so you get a full, well-rounded perspective on what it really takes to train AI to write like you.

Steps to Train an AI Platform to Write Like You

If you’re wondering how to train AI to write in your brand voice, I want you to start by thinking of AI as a new person on your team, not just an AI platform. You have to be crystal-clear, coach it along the way, and offer constructive feedback and examples until it actually understands your voice.

And unlike a junior copywriter, you can tell your AI assistant that you hate what it’s done, and no feelings get hurt.

HubSpot’s Amy Marino shares that AI has done a good job capturing the team’s customer-centric, value-focused approach to copy, whether for an internal or external project.

“That said, where we’ve had the most rounds of back and forth has been in my pushes to be more creative, less derivative or jargon-y, and to use concrete examples to illustrate abstract concepts,” Marino says.

She goes on to say that sharing previous scripts, briefs, and language she loved as examples helped AI understand what she liked and wanted … and helped get to the finish line faster.

Step 1: Tell AI who you are and what matters to you.

I’ve found that the best place to start is to tell AI that you’re training it on a new brand voice and name it. That way, if I say “write like Erin Pennings,” the AI I trained will know to use my voice.

More importantly, without this foundation, AI will default to generic copy that doesn’t reflect your voice, values, or perspective.

I caught up with Justin Blackman, a brand voice strategist who has worked with tons of brands to nail their voice, beliefs, and messaging, to find out what he’s seeing is working well.

“Anyone I‘m doing voice finder sessions with is finding that it’s not so much the copy as it is the insight that’s improved,” Blackman says. “With clarification on your approach, views, and opinion, it gravitates toward the right style with fleshed-out ideas that are about 83% publishable as is.”

Blackman says he’s been through the same process he puts clients through and that he’s been impressed with the output when AI is properly trained on insight as well as tone and vocabulary.

Pro tip: As part of this step, think about spelling out the big picture:

• Why you do what you do.
• The type of audience you’re speaking to.
• The feelings or outcomes you want to create with your writing.

Step 2: Prompt AI to analyze your examples.

Once you’ve given AI the big picture, the next step is getting it to see your voice in action.

This is where your real-world examples come in.

I like to feed AI a batch of strong samples — emails, social posts, sales pages, whatever fits. Then, ask it to analyze patterns and ask it to characterize the tone, cadence, style, and strategic choices you make without even thinking.

When I got in touch with my colleague and friend Chris Collins, a strategist who was an early adopter of AI-assisted writing, he shared that he takes a similar approach.

“I have a project in Claude with a bunch of my most representative posts, as well as a voice guide I created from them,” says Collins. “In fact, I think you can feed posts into Claude and ask it to create a detailed and specific guide anyone could use, and it will do a pretty good job.”

Pro tip: When gathering examples, don’t just dump them in. Instead, try the following.

• Pick your best work, pieces that truly feel like you.
• Explain what you like about each one, whether it’s the tone, the pacing, the word choice, or the perspective.
• Feed both the writing and the context into AI. The more you help AI understand why something works, the faster it can learn to recreate the same feeling in new pieces.

Step 3: Offer feedback and reiterate.

Once AI has reviewed your examples, it’s time to review its understanding of your voice, not just the copy it produces. At this stage, you’re looking at how well it can describe your tone, style, structure, and perspective.

• Did it pick up on the right themes?
• Is it missing anything important?
• Is it overemphasizing something that’s not really a priority?

I’d encourage you to think about this step like reviewing a junior copywriter’s notes before they ever write a draft to be sure they truly understand your voice before you hand them a project.

When I was working on the client messaging project, the AI’s first voice analysis was surprisingly strong. It nailed the overall tone, structure, and product focus. But, it missed one critical piece: the customer-first ethos that runs through every communication.

That might sound small, but in an industry that’s not exactly known for customer obsession, it was the most important differentiator we needed to highlight. By providing this feedback to ChatGPT and offering some qualifying questions to use as a lens, it took the comms guidelines from okay to great.

The importance of strong setup and thoughtful prompting came up again when I spoke with Ana Mendes, marketing coordinator at MeetEdgar.

“Our biggest takeaway? AI can be incredibly helpful, especially for small or busy teams, but only when it’s trained properly and paired with thoughtful prompts,” Mendes shares.

Pro tip: When reviewing AI’s voice analysis, focus not just on what sounds good but on what truly matters to your brand. The better you articulate what’s missing or what needs emphasis, the faster AI will start thinking the way you do.

Step 4: Develop guidelines.

Once you’ve reviewed and refined AI’s understanding of your voice, it’s time to get it on paper — or at least into your AI tool.

For this step, I want you to take the analysis of your examples, use them to document the tone, structure, themes, and key principles that define how you write and think, and the common traps to avoid.

This doesn’t need to be long or fancy; it’s just clear enough that if someone new (or your AI) picked it up, they could immediately “hear” you.

For example, after refining the voice analysis for my client with multiple sub-brands, I built a simple set of guidelines that includes the following.

• Key themes: Customer-first thinking and solution-driven messaging.
• Tone: Direct, strategic, supportive — not overly formal or overly casual, but appropriate for B2B audiences.
• Pacing and structure: Short punchy intros, clear CTAs, skimmable layouts, and even examples of formatting for each type of communication we do (emails, one-pagers, web copy, etc.).
• Language to avoid: Overly technical jargon without plain-language explanations (unless speaking to a highly technical subset).

There’s, of course, a great deal more information that I made sure to include, but this should give you an idea of where to start. From there, you can always develop some “say this, not that” options as well.

Collins explains that documenting his voice for AI changed everything: “I created a detailed, specific voice guide based on my strongest posts — and it made a huge difference in how well AI could recreate my style consistently.”

Pro tip: Save your guidelines somewhere you (and AI) can easily reference them every time you kick off a new project. I’ve found AI to be forgetful, so it’s a good idea to keep these handy.

Step 5: Put it into action and iterate.

Training your AI isn’t a one-and-done project. I think the junior copywriter analogy is really strong here because it requires constant tweaking and training to get your AI to write more like you.

That means, once you build your guidelines, start using them. Prompt AI using your framework, review the outputs, and keep offering micro-feedback as you go.

You’ll probably notice that the more you work with your AI, the better it gets at anticipating your needs and catching your voice.

But you’ll also notice moments where you still need to tweak, tighten, or reframe the guidelines to keep evolving as you do. In fact, I don’t think this will ever change — no matter how well you train the AI, there are plenty of times that it still … sounds like AI.

My friend Lindsay Hope is an AI and email strategist, and she puts this so well.

“AI copy performs best when it’s tweaked with the human touch. You still have to tie any writing back to a human, and that’s what I see people miss all the time,” she says.

The vast majority of people I spoke with agreed that AI rarely gets it right from the get-go and still needs a human editor.

Pro tip: One of the best pieces of advice I found in this came from Phillip DeRenzo, head of marketing at iAsk.ai. He writes, “Read your output out loud. If it makes you cringe, rework it.”

Prompts to Use

When you’re first training AI to capture your brand voice, it’s easy to get stuck thinking you have to have a perfect voice guide ready. That might have been true at one point, but I no longer believe it’s necessary, at least as you get started. Instead, I’d recommend setting the stage and refining from there.

These prompts should work across most major AI platforms, including ChatGPT, Claude, and HubSpot’s content assistant. No matter which tool you prefer, you can follow this process to start training your AI more effectively.

Prompt 1: Introduce the brand and context.

Start by giving AI a short, clear intro to the brand and audience:

• We are training a brand voice for a [type of business — e.g., consulting agency, home goods brand, SaaS platform].
• The audience includes [basic audience description — e.g., small business owners, busy parents, engineers, etc.].
• I’ll be uploading examples of the best work shortly. Don’t do anything yet — I’ll have more instructions.

Note: If you have done some brand voice work either on your own or with an expert like Blackman, then feel free to share more information, but don’t let not having this stop you.

Prompt 2: Upload the examples and explain the context.

Rather than just dumping samples in, help AI understand why you’re sharing each piece. Here’s what that might look like:

• I’m uploading several examples, including:

• Our website homepage to show you the overall tone and positioning.
• Our services page, so you can understand what we do.
• Our top-performing welcome email as a strong example of voice and pacing.
• LinkedIn posts that captured audience engagement.
• I’ll have more directions shortly, so don’t start analyzing yet.

Prompt 3: Ask for clarifying questions before analysis.

Before rushing into analysis, encourage AI to ask if it has any questions about the goals or requested outcome (and then answer them):

• Before you proceed with analysis, what questions do you have about the examples, the brand voice, or the goals for future content?

Prompt 4: Ask for initial analysis (and sample structures if relevant).

Now, this is where I ask AI to identify patterns — and if applicable, pull out sample structures it sees across different content types.

• Please analyze the examples and identify key patterns for tone, style, structure, emotional tone, and messaging approach. (Yes, I always say please and thank you.)
• If relevant, suggest common structural outlines for pieces like emails, blog posts, or social posts based on the samples.

Here’s what ChatGPT came up with after I asked it to analyze some of my content:

Prompt 5: Offer feedback on the analysis.

This is where you get to sharpen your copy chief skills and treat AI like a junior writer you’re coaching. What did AI get right? What did it miss? What needs tweaking?

• Good start. However, [add corrections: e.g., ‘the voice is more playful than formal,’ or ‘make sure to emphasize customer-first thinking’].
• You’ve missed layering in this important value, which should come first: [name the value or pillar]. You can use it as a gut check by asking questions like: [list questions to use to make sure that the copy lands].
• Now revise your analysis and add any missing elements.

Prompt 6: Turn it into a guide.

Finally, once the analysis feels solid, ask AI to turn it into a usable set of guidelines that it or a junior copywriter could use to start writing for this brand. Be sure to let AI know to name this as “Your Brand Name Voice Guidelines” so that you can ask for a recall anytime you start a project.

• Take that analysis and turn it into brand guidelines any writer (including you) can use to write content for this brand.
• Let’s call it [name] so that when I ask you to recall it, you can do so.
• At a minimum it should include: Brand summary, audience overview, core themes and values, tone, and any structures.
• If there’s anything else you find relevant, please include.

Here’s a screenshot of the sample guide it developed:

Pro tip: If you’re using HubSpot’s AI Content Assistant, their brand voice features can help reinforce consistency across blog posts, emails, landing pages, and more. It’s another great way to layer in your voice as you scale content creation.

Prompt 7: Recall and use the guide.

Now, you’re ready to go! Here’s how I prompt when I’m ready to pick up a new project:

• We’re starting a new project for [Brand Name]. Do you remember the voice guide we created? Please pull it up.
• We are now writing a [type of project] for [audience].
• Our goals are [list goals], and the angle we’re after is [angle].
• Please give me three options.

Pro tip: Create a dedicated project for each brand voice you train. In ChatGPT, you can also create custom GPTs to use, where you save your examples, guidelines, updates, and clarifications all in one place for easy access later.

Here are some examples of LinkedIn hooks GPT created using that voice (which, ahem, is mine):

I asked it to proceed with the first option, and this is what it cranked out.

I loved it. You can expect to see it soon on my LinkedIn (or something VERY close).

Documents to Share

I’ve found that the examples you share matter just as much as the prompts you use.

Remember, AI can only learn what you actually give it. So if you want it to pick up your best tone, structure, and emotional resonance, you have to feed it strong examples from the start.

Here’s what I typically upload (and what you should consider too):

1. Website Pages

• Homepage: Shows overall tone, positioning, and first-impression language.
• About Page: Shows values of the company to establish how you think.
• Key Services/Product Pages: Helps AI understand how you talk about your offers and value prop (without sounding overly salesy unless you intend it).

2. Emails

• Top-Performing Emails: Share emails that got high open rates, click-throughs, or lots of positive replies.
• Welcome, Nurture & Sales Sequences: These usually feel especially on-brand and are great for AI copywriting analysis.

3. Social Media Posts

• LinkedIn Posts, Instagram Captions, Tweets, etc.:

• Pick a few posts that got strong engagement—not necessarily viral numbers, but genuine comments, saves, or shares.
• Social posts tend to show off more personality and natural cadence, which helps AI hear your rhythm.

4. Long-Form Writing Examples

• Blog Posts or Thought Leadership Pieces: These typically sound like you and offer a strong sense of how you want to communicate and think moving forward. AI can pick up how you explain ideas and speak to your audience.
• Whitepapers and Ebooks: Not everyone has these, but if you do, they help establish how you present yourself in more formal types of writing

5. Brand Documents (If You Have Them)

• Voice/Tone Guides: If you’ve worked with a voice strategist (like Justin Blackman) or built a rough brand guide yourself, share it—even if it’s imperfect.
• Core Messaging Frameworks: Anything like brand pillars, positioning statements, manifesto snippets, or customer personas can help AI pick up your strategic priorities.

6. FAQs or Internal Training Docs

• Customer-Facing FAQs: If you have a Help Center or FAQ page that reflects how you explain things to customers, it’s pure gold for training tone and simplicity.
• Internal Playbooks/Training Materials: Sometimes internal docs capture brand tone better than polished marketing copy. If it feels real and representative, share it.

Pro tip: Don’t overload the AI with junk. Picking five to ten great pieces that show your best work will help you get your best results.

Limitations of AI Copywriting

AI can do a lot. But at the end of the day, it’s still a tool, not a mind reader, a brand strategist, and it’s definitely not a substitute for your lived experience or personal perspective.

Even when you train AI really well, there are still limitations you have to work with (and around). Trust me — been there, done that, got the wrong t-shirt.

Here’s what I recommend watching for:

AI needs specific feedback.

HubSpot’s Amy Marino emphasizes the importance of treating AI collaboration as an ongoing, iterative process. She notes, “Embrace iterative collaboration: Be specific about what‘s working and what’s not. Direct feedback like ‘X doesn’t make sense because Y’ or ‘too run-on, not sharp enough’ helped AI course-correct quickly.”

Marino notes that by specifying constraints (like a 30-second time limit or no more than 10 words for a headline), you’ll get more practical suggestions that will fit your asset requirements.

AI can’t think like you.

As Justin Blackman points out, “The biggest limitation of AI copywriting is that even if you can get it to write like you, it can’t think like you. So it’s on you to make sure it knows your perspective.”

Blackman notes that AI can come up with ideas, but these ideas may not be aligned with your thinking unless you give it that info. Then you can bring it to life in a way that’s uniquely you.

In other words, AI can learn how you sound. But it can’t decide what you believe. You still have to teach it your perspective, your values, and your take on what matters most.

AI first drafts are just that — drafts.

Hope, who’s been integrating AI tools into her workflow for years, made this point crystal clear. Hope says, “AI copy performs best when it’s tweaked with the human touch. Anything purely informational and lacking story just feels robotic, and audiences can tell.”

AI can save you time by giving you a strong starting point. But it’s the personal anecdotes, the humor, the emotional nuance — the things only you can add — that turn decent drafts into solid copy.

AI needs you to lead the rhythm, not chase it.

Riley Westbrook, co-founder of Valor Coffee, summed it up beautifully when he shared his approach to AI. Westbrook says, “The biggest mistake I see is when people expect AI to find their voice. It won’t. You have to hand it your rhythm. If you do that, it’s a solid tool. If not, you end up rewriting the whole thing anyway.”

Your brand’s cadence — how the words feel when spoken aloud — is something only you can teach.

Skip this, and you’ll spend more time fixing drafts than actually moving projects forward.

AI is a people pleaser (and not always a truth teller).

AI wants to make you happy. It’s trained to be agreeable, which can feel great for your ego, but not always great if you’re looking for tough, strategic feedback. In fact, I’ve found it can be a bit like an echo chamber and ultimate hype machine all rolled into one.

If you want honest critiques, you have to explicitly prompt AI to “be critical” or “push back” on your work. Even then, take its analysis with a grain of salt.

AI is the average of the internet.

By default, AI regurgitates the collective knowledge (and mediocrity) of what it’s been trained on. That’s why if you don’t actively infuse your unique thinking, tone, and perspective into your prompts and edits, your copy risks sounding like … everything else out there.

Your voice, your beliefs, and your nuance are what pull your copy out of the mushy middle.

Sometimes, AI just … sounds like AI.

No matter how many reminders you give it about your brand voice, sometimes the output just feels “off” — flat, robotic, or plain weird. Or it completely ignores your feedback.

If you find yourself saying things like:

• “No, this is terrible.”
• “No, you’re not listening.”
• “No, no, no — how else can I tell you this?”

It’s a sign to stop fighting. I’ve found that the best way to move forward is to give up. By that, I mean close the chat, start a new one, briefly reframe the context, and see if a fresh thread resets its memory and gets you back on track.

Great Examples of AI-Copywriting

AI isn’t here to replace great copywriters, but when trained well, it can absolutely help you create work that’s sharper, faster, and closer to the finish line.

Marino shares, “I’ve been working on several types of advertising, marketing, and social copy for brand- and product-led campaigns.”

She mentions that she’s been testing a wide range of copy types, including:

• Campaign strategy, briefs, messaging, and analyses.
• Headline variations for advertising placements.
• Ad script copy for our global brand campaign focused on HubSpot’s AI offerings.
• Social media post generation and variations.
• Alternative word choices and phrasing for existing copy that needed a push.

Of those, she shares, “The most successful work with AI collaborations maintains brevity while introducing a fresh perspective on conventional limitations.”

Below are a few real-world examples where AI-assisted copywriting is working. As you read them, I’d like you to keep a few things in mind that they all have in common:

• They didn’t trust AI blindly.
• Humans did the thinking, emotional connecting, and reviewing.
• Creating a feedback loop made the outputs significantly stronger than starting from scratch.

Chris Collins: Using AI to Co-Create Deeper, Smarter Ideas

What he did: I’ve already shared how Collins trained Claude on a large body of his best work, including posts, messaging strategy pieces, and a full voice guide. But he didn’t stop there. He treated AI like a brainstorming partner to sharpen his ideas even further.

Source

Here’s how he approached it:

• He prompted Claude to generate multiple post ideas based on his voice and body of work.
• He chose one idea and asked AI to expand it using deeper philosophical concepts: “Give an explanation of the brain-bound versus extended mind hypothesis as explained by Andy Clark in order to elucidate the idea that technology like AI or other external technologies expand our cognitive capacities.”
• He prompted Claude again to make the examples specific to messaging strategy, website copy, and consulting businesses.
• Finally, he revised by asking Claude to create a hard, contradictory hook (e.g., “ChatGPT isn’t making you dumber”).

The result: A finished post that felt not just on-brand, but intellectually deeper and more differentiated than what most AI outputs deliver.

Collins notes, “For context, this is in a project that has a LOT of my posts + a style guide, so it has really internalized how I write — that’s why it can do this so well.”

Read Collins’ full post here ➔

Stacey Kalamaras: Turning AI Brainstorms Into Timely LinkedIn Posts

What she did: When trademark attorney Stacey Kalamaras wanted to post about Rory McIlroy’s career grand slam win, she used ChatGPT to brainstorm ways to link golf and trademark law.

Here’s how she approached it:

• Asked AI to suggest thematic connections between golf achievements and trademark protection.
• Selected and edited one idea that aligned best with her voice and audience.
• Refined the copy to feel educational but still light and timely.

Result: A smart, brand-aligned LinkedIn post created faster — with AI helping shape the initial idea, not the final voice.

See Stacey’s post here ➔

Brandon Hardiman: Testing Email Tones to Engage Distressed Homeowners

What he did: As the owner of Yellowhammer Home Buyers, Brandon has been integrating AI tools into his copywriting and marketing workflow for greater efficiency. He shared that one of the best AI-generated copies he has created was for an email campaign. Here’s how he approached it:

• Prompted AI to draft three different email versions (warm, direct, friendly).
• Reviewed and tweaked each version to ensure tone alignment with Yellowhammer Home Buyers’ compassionate brand style.
• Deployed and tested which version resonated most.

Result: AI came up with the following options:

Variation 1: Warm & Supportive

“We know how overwhelming everything is right now. If you’re struggling with difficult choices about your home, you’re not alone. Yellowhammer Home Buyers is here to assist you in considering your options with empathy and no pressure.”

Variation 2: Direct & Reassuring

“Struggling with your mortgage or facing foreclosure? We help homeowners like you get fast, convenient solutions. Let’s discuss how we can assist you today.”

Variation 3: Friendly & Informative

“Life tends to get in the way, and sometimes homeownership is more stressful than it’s worth. If you’re thinking about selling, we make it simple — no fees, no repairs, and on your schedule.”

The “Warm and Supportive” variation drove the highest engagement, showing how slight tone shifts can massively impact audience trust and response.

Erik Wright: Turning AI Research Into a High-Performing Lead Magnet

What he did: Erik Wright, a self-described serial entrepreneur and Founder of New Horizon Home Buyers, described how he used AI to draft a lead magnet: “7 Hidden Costs That Slash Your Home Sale Profits.”

Here’s how he approached it:

• Prompted AI to create a factual first draft outlining typical hidden costs.
• Layered in real client stories, regional insights (specific to Tennessee), and emotional hooks.
• Human-edited intros, transitions, and conclusions to boost narrative flow and relatability.
• Verified quality through Originality.ai to ensure it reads as human-written.
• Tested content with a small segment of the email list.
• Tracked performance metrics to refine future approach.

Result: The human-enhanced piece increased email open rates by 31% and lead magnet conversion rates by 22%—outperforming previous downloads significantly.

Riley Westbrook: Editing AI to Keep It Real

What he did: Riley Westbrook, who runs Valor Coffee with two friends, used AI to help draft promotional copy for their Friday office delivery service.

Here’s how he approached it:

• Prompted AI for short, casual blurbs — 4 lines max — about coffee and pastries.
• Edited the drafts aloud to cut any stiff or formal phrasing.
• Ensures each draft sounds like something they’d actually say—no big, fake-sounding adjectives/

Example AI Draft: “Fuel your Friday with locally roasted coffee and delicious pastries delivered right to your office.”

Final Human-Edited Version: “We bring hot coffee and fresh pastries to your office every Friday. No prep. No stress. Just a solid way to start the day.”

Result: Copy that felt real, casual, and true to Valor Coffee’s voice, without falling into stiff, brochure-style traps.

On-brand AI copywriting is a process.

I truly believe that AI isn’t here to replace great copywriters; it’s turning us into messaging strategists. More importantly, it’s raising the bar for what good copy should be, and mediocre swill is no longer going to cut it (although it never should have!).

When you can train AI on your voice, brand, and audience, you get the trifecta: copy that sounds like something you’d say, connects with your audience, and improves the way you show up.

The key to getting great messaging out of AI requires training AI thoughtfully, giving clear direction, pushing back on it, and reiterating as much as you need.

And when you do that, AI allows you to amplify your voice and create better conversations.

If you’ve tried using AI to create on-brand copy in the past and found it to be a swing-and-a-miss, there’s never been a better time to give it another go, especially using this as a guide.

I love talking to creative people because they always notice details that I don’t. Like today’s master in marketing, who saw a boost in impressions from one tiny, seemingly insignificant detail: when their photo model bent their knee.

Today’s master in marketing isn’t proposing — but she does have some proposals to consider.

Meet the Master

Grace Wells

Grace Wells works with brands like Huckberry, Soleil Toujours, and Fur as a creative strategist and director

Lesson 1: Share data between your paid and organic channels.

Oil and water. Hatfields and McCoys. Paid and organic. They rarely mix, and in at least one of those cases, it’s to everybody’s detriment.

Wells tells me, “The crossover [of] what’s performing at those two ends of the spectrum, paid and organic — that’s where you get the clearest and most interesting behavioral insights from your customer.”

When she works with brands, Wells says she’s always looking for ways to build collaboration between those two teams. At one brand, sharing data between teams revealed that “lifestyle photos that feature a bent knee perform better than a straight-leg, standing pose.”

And it’s those “little fine details that can really make a difference in how you’re presenting your brand.”

Lesson 2: Make space for your customer to envision their business as part of yours.

When she partnered with the beauty startup Fur, Wells worked closely with Ulta and other national distributors for its retail business. She also worked on the brand marketing for Fur’s B2B line, which markets to industry professionals like salons and spas.

“It was really interesting to see what professionals versus direct-to-consumer customers engaged with, visually and aesthetically.”

The professionals responded to a “very different visual representation and design aesthetic that was a lot cleaner and simpler” than what the D2C customers preferred. The industry pros wanted something that felt “consistent, serene, and easy to adapt into their salon aesthetics,” Wells says.

On the other hand, customers shopping at Ulta or other distributors responded to a “creative brand that feels contemporary and dynamic.”

It reminds me a little bit of staging a home for sale — you’re supposed to remove personal photos and effects so that potential buyers can envision their own families in the space.

Same kinda thing: Professional aestheticians creating a spa environment don’t want other brands to step on their style.

Wells sums it up: When you’re trying to get your customer to convert on something that “will ultimately be incorporated into their business, you have to make space for them to envision their business as part of yours.”

Lesson 3: Don’t half-ass it.

I ask Wells what‘s the biggest mistake she’s willing to cop to, and what she’s learned from it.

She tells me this story:

“I worked with a brand [whose] target customer was aging out of its target demographic. The new target customer was younger than [the persona] they had built their data comps off of and expectations on. And so we tested a few different ways of engaging the existing audience and bringing in a new one.”

Sounds okay so far, right?

The brand found a younger, cooler approach that engaged its new demographic … but it hesitated to fully commit to the new iteration. So that new approach didn’t get translated to the website — which was still built for the previous target audience.

“We missed an opportunity to lean into the new direction we were taking and fully realize it — instead, we created a mismatched experience,” Wells says.

“I think the biggest lesson that I learned from that is that you can’t remain in an in-between place in order to avoid taking a risk. That in-between spot feels safe in the present. But when you actually get to the other side, it’s limiting.”

 

Lingering Questions

This Week’s Question

“What’s one marketing hill you’ll die on… even if the data or the trends say otherwise?” —Ross Simmonds, Founder and CEO of Foundation Marketing

This Week’s Answer

Wells says: It‘s not about how big you are, it’s about how connected your audience feels.

Buying followers is worse for your credibility than a small organic following. Avoiding events because they cost money robs you of essential customer interaction. Organic content and brand storytelling are what make conversion content work. I see so many brands get caught up in chasing an immediate conversion to scale as fast as possible, creating a bubble devoid of brand affinity that will eventually pop.

To get big you have to get connected to an audience that will champion your growth, and that takes soft skills.

Next Week’s Lingering Question

What’s one thing you learned in your first-ever job that remains core to the businessperson you are today?