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HubSpot: Why B2B Companies are Entering the Editorial Space [& What You Can Learn From Them]
- September 26, 2022
- Posted by: Top Deliverability
- Category: ESPs HubSpot Industry News
HubSpot just shared a engaging write-up:
What do HubSpot, Mailchimp, and Wistia have in common? They’re all B2B companies with high-traffic, lead-generating media engines that support their products. Wondering why so many companies are entering the editorial space? Industry experts cover that and more below. 1. The B2B marketing industry is shifting. Marketing SVP at HubSpot Kieran Flanagan says the B2B marketing industry has gone through four major phases in the last decade. What started as a focus on decision-makers has now evolved into a community-led approach that leverages media and publishing. [image of b2b marketing evolution] Many brands follow a product-led growth approach, in which the product itself attracts consumers and drives retention. Any Atluru, former head of community at Clubhouse, says that this works great for utility-based products that have already been validated socially or don’t require a network of users to thrive. Think Slack and Calendly. She highlights that a community-led model may
Read more: Why B2B Companies are Entering the Editorial Space [& What You Can Learn From Them]
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