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I've never considered myself a salesman, but that's what I've done to grow our web design business over the past 14 years. When we became a HubSpot Partner Agency in 2018, we were signing up for a platform that would help us grow our clients' businesses through great marketing & sales software and business support.

Our HubSpot channel account manager, Katie Carlin, turned me on to the Pipeline Generation Bootcamp led by HubSpot sales director Dan Tyre. If you hear us use the term "Smarketing," he's the one who coined the term that combines sales and marketing into one important team.

Can you think about the last purchase you made, one that you did any research on?

Recently, I bought a new carry-on backpack. First, I knew I wanted a backpack, I also knew I wanted one that had good handles, one that I could carry like a briefcase, and it had to have shoulder straps. A waist belt would be a plus, and ultimately it would fit in an overhead bin as I didn't want anything I had to check on an airplane. I spoke with a friend of mine who recommended "this one." It sent me down the buyer's journey/research into the bag. I looked at the reviews, "best of" lists, and comparison videos talking about problems, pros and cons, and I compared the costs.

When you are just starting out or looking to redo your website there are a myriad of options out there, from the do it yourself (DIY) web builders, agencies who specialize in semi-custom sites with predetermined look and powered by a content management system (CMS), agencies that build custom looks on a CMS, or one that is a one off programed and designed.

For home builders, traditional marketing methods like print advertisements, phonebook placement, billboards, television commercials, and radio spots and less effective than ever. The prominence of digital media, streaming services, and social media have resulted in less eyes on traditional ads and more people conducting their research online. A home is a major purchase and now consumers have more tools than ever to ensure their home is built by someone they can trust.