The Enterprise Attribution Problem: What’s Working, What’s Not, and What to Do About It
SmartBug on Tap
Welcome back to SmartBug on Tap, where we dig into smarter, more scalable HubSpot strategy for marketing, sales, and RevOps teams. In this episode, Casey Peddicord sits down with Sandy Moore, SmartBug’s Senior Director of Account Strategy, to unpack one of the most complex—and misunderstood—topics in enterprise marketing: attribution. Whether you’re battling siloed data, long sales cycles, or disconnected touchpoints, attribution reporting can feel impossible to get right. But it can work—and Sandy’s here to show you how. From model selection to executive dashboards to AI’s...
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AI Meets the Pen: How Writers Are Embracing AI Without Losing Their Voice
SmartBug on Tap
AI is changing the content game—but how do writers keep their creativity, voice, and humanity intact? In this episode of SmartBug on Tap, host Julia Bye chats with SmartBug copywriter Rebecca Corgan about how content creators can embrace AI tools like ChatGPT and Gemini without compromising authenticity. From overcoming blank-page syndrome to building powerful second-brain workflows, Rebecca shares how she integrates AI into her writing process—without letting it take over. Learn where AI shines, where it falls short, and how to strike the right balance between efficiency and originality....
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Enterprise-Grade Integrations: How to Make HubSpot Play Nice with Everything
SmartBug on Tap
Integrating HubSpot with your broader tech stack can either unlock operational gold—or become a chaotic mess. In this episode of SmartBug On Tap, host Casey Peddicord sits down with Justine Verrier, Technical Solutions Engineer at SmartBug Media, to demystify what it takes to build enterprise-grade integrations that actually scale. From NetSuite and Salesforce to custom-built systems, Justine shares insights from a decade in the HubSpot ecosystem, walking through what works, what doesn’t, and how to avoid the most common integration pitfalls. They cover key concepts like data governance,...
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AI Broke the SERP: Here’s How Enterprise Teams Can Still Win with HubSpot
SmartBug on Tap
In this episode of SmartBug on Tap, Tonia Speir dives into the evolving landscape of digital visibility with Mari Boni, an SEO specialist. In "AI Broke the SERP: Here’s How Enterprise Teams Can Still Win with HubSpot," we explore the shift from traditional SEO to Answer Engine Optimization (AEO). As AI-driven search results become the norm, it's crucial for enterprise teams to adapt their strategies. Mari explains how AI tools are transforming search experiences, emphasizing the importance of semantic clarity and brand authority. We discuss the nuances of optimizing for large language models...
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Making HubSpot Work Better by Understanding How People Work Best
SmartBug on Tap
In this episode of SmartBug on Tap, I explore how understanding human behavior can enhance the effectiveness of your HubSpot system. Joined by Sam Saint-Maur, an expert in marketing operations, we discuss the often-overlooked impact of aligning people and processes with your CRM platform. We delve into why beautifully built systems can falter in practice and how misalignment between tools and team dynamics can cause breakdowns. Sam shares insights on the importance of allowing sufficient runway time for CRM transitions and the pitfalls of overbuilding without considering user needs. We also...
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From Guesswork to Greatness: Paid Media in the AI Era
SmartBug on Tap
In this episode of SmartBug on Tap, “From Guesswork to Greatness: Paid Media in the AI Era,” we dive into how AI is transforming digital advertising—and what marketers need to know to stay competitive. Join Paul Schmidt, VP of Marketing at SmartBug, and Louis-Claude Martin, a seasoned paid media expert at SmartBug, as they unpack the real impact of AI on campaign strategy, targeting, and performance. From the power of first-party data to the evolving role of media managers, this episode reveals how to shift from manual guesswork to data-backed greatness in the age of AI. 🎤 Speakers...
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How HubSpot Can Help AgeTech Companies Scale Faster and Retain Customers
SmartBug on Tap
With 10,000 Americans turning 65 every day, the opportunity in AgeTech has never been greater. However, AgeTech and senior living organizations face unique challenges in marketing, sales, and customer retention—whether selling to seniors, caregivers, or healthcare providers. In this video, we explore how HubSpot’s CRM, automation, and AI-driven tools can help AgeTech companies overcome these challenges and scale effectively. What You’ll Learn: ✅ The Unique Challenges of Scaling an AgeTech Company – Navigating long sales cycles, trust-driven decision-making, compliance hurdles, and...
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HubSpot and Salesforce: How to Integrate and When to Migrate
SmartBug on Tap
Today we're tackling one of the biggest questions B2B companies face: Should you keep both HubSpot and Salesforce connected—or is it time to fully switch? Join Casey Peddicord, Senior Director of Channel Sales at SmartBug, and Alex Bisaillon (a.k.a. “Biz”), Solution Architect at SmartBug, as they break down how to decide between integrating and migrating, based on real-world experience helping companies align their revenue tech stacks. 🎤 Speakers Casey Peddicord (Host) Senior Director of Channel Sales at SmartBug cpeddicord@smartbugmedia.com Alex Bisaillon (Guest) Solution Architect...
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Strategic Spending: AgeTech GTM Strategies for Paid Media Success
SmartBug on Tap
Dive into how AgeTech companies can build effective, ROI-driven paid media campaigns—even with a lean marketing budget. SmartBug's Senior Sales Executive, Tonia Speir, sits down with Briana Greer, Director of Paid Media at SmartBug, to explore how to prioritize platforms, optimize spend, and avoid common pitfalls in early go-to-market (GTM) efforts. Whether you’re targeting adult children, seniors, caregivers, or B2B buyers such as healthcare professionals or senior living execs, this conversation offers a blueprint for smarter advertising decisions. 🎤 Speakers Tonia Speir (Host) Senior...
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Setting Up HubSpot for AgeTech Organizations
SmartBug on Tap
In this episode of SmartBug on Tap, titled "Setting Up HubSpot for AgeTech Organizations," I delve into the intricacies of configuring HubSpot to meet the unique needs of AgeTech companies. Joined by John Suarez, SmartBug's Director of HubSpot Strategy, we explore the importance of setting up HubSpot correctly from the start to ensure data integrity and operational efficiency. John shares insights on managing parent-child company relationships, handling multiple buyer personas, and maintaining clean data. We also discuss how to leverage HubSpot's features for tracking referrals and managing...
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