2020 has begun for good. Many B2B marketers still struggle to understand their customer journeys. This guide will help you to understand the steps you need to take to launch V1 of your attribution stack

Earlier this month, I went to the Hubspot Inbound 19 conference in Boston. Between all of the thought-provoking presentations and workshops, I noticed an interesting trend: pretty much every brand was talking about being ‘purpose-driven’ or ‘purpose-led.’ This focus on purposeful culture comes as the Business Roundtable is reconsidering the role of business in society. In August, nearly 200 chief executives wrote that delivering shareholder value shouldn’t be their only goal. Instead, companies owe a broader commitment to society. So, why are customers and CEOs getting behind the idea of ‘purpose-driven’ brands? Why does doing the right thing matter so much in today’s market, and what does this idea mean in practice?

An introduction to product strategy with examples of north star metrics across industries The product north star is easily the most powerful and misunderstood product strategy framework in use today. More product teams are dealing with the consequences of not defining it at all or defining it the wrong way and leading their team down an unintended path. This article is our first deep dive in a series on the north star metric. We hope it serves as a guide to product leaders and managers around the world on why this metric matters, how to define it and how to use it to drive your long-term product strategy and growth.