Exploring the Best Resume Formats — The Complete Guide

The content of your resume is as important as the format used in presenting the resume. Put another way, crisp resume content plus the best resume format is the perfect match for getting hired for a role.

In this post, you’ll learn about the best resume formats, their pros and cons, and when to use each one. Let’s dive in.

Table of Contents

What are the different resume formats?
Chronological Resumes — How do they work?
Functional Resumes — How do they work?
Combination Resumes — How do they work?

What are the different resume formats?

There are three standard types of resume formats:

Chronological resume. This resume shows your relevant work experiences and achievements, beginning with the most recent one. It’s the most used of the three resume formats and suits people with lots of work experience.
Functional resume. This resume emphasizes your skills over your work experience. It suits anyone who’s switching careers and individuals who have employment gaps.
Combination resume. As the name suggests, this resume format blends the first two. It highlights both your skills and experiences but presents them chronologically. The combination resume is most suitable for seasoned professionals with lots of work experience and accomplishments.

Let’s consider how each of these resume formats works.

Chronological Resumes — How do they work?

These resumes focus on your work experience by listing your employment history in reverse chronological order, i.e., from your current or most recent job to the oldest.

Each work experience includes your job title, company name, employment start and end date, achievements, and job duties.

Many recruiters consider chronological resumes — or reverse-chronological resumes — as the standard resume format. One reason for this is their familiar structure, which makes it easy for recruiters to skim and determine if you’re the right fit for the job.

Moreover, chronological resumes help recruiters spot gaps or notice consistency in your work history.

Consider using this resume format if you’re a veteran in a particular field. By highlighting your career growth and progression, you get an edge when transitioning between jobs in the same field.

All factors considered, chronological resumes are the best all-around choice for job seekers.

Below is the typical structure of a chronological resume:

Name
Contact information
Resume summary
Work experience
Education
Skills

Limitations of Chronological Resumes

Despite their popularity, chronological resumes have certain disadvantages. Here are three major shortcomings of chronological resumes you should consider.

1. Chronological resumes make career gaps obvious.

Career gaps on your resume aren’t a deal breaker. However, they raise questions in a recruiter’s mind and can hamper your chances of getting an interview. That’s why, if you have gaps in years, having a resume that creatively conceals them is helpful.

Unfortunately, the sequential order of the chronological resume makes it impossible to hide any career gaps.

2. Chronological resumes could bury early career achievements.

Your key achievements are an excellent way to show employers the value you can provide. You need to front-load this information on your resume.

But here’s the thing: Key achievements from your early career roles will always stay at the bottom of your resume. As such, recruiters who find your recent achievements unappealing may not read further.

3. Chronological resumes are not ideal for recent graduates or career switchers.

Recent graduates and career switchers typically lack related work experience.

As the work experience section is the dominant section of the chronological resume, the lack of experience becomes obvious, making this format less suitable.

Best Practices for Writing a Chronological Resume

1. Craft a compelling summary.

Treat your resume summary like a news headline. Whether you’re reading news online or picking up a newspaper, you don’t read every story. You scan for interesting headlines, read the content, and ditch the rest. It’s the same with resumes.

Often, you’ll have about 7.4 seconds to grab the recruiter’s attention. So use it well by writing a summary that markets you as the best candidate for the role.

2. Highlight achievements, not responsibilities.

What matters to recruiters isn’t what you did but the impact of your work. So refrain from listing vague job duties that a recruiter may know.

Instead, show the specific outcome of your work by communicating in percentages, numbers, revenue, etc. Or, if your job experience doesn’t lend itself to numbers, use strong verbs to describe your achievements briefly.

See how Jeff Su tweaks his resume to show his achievements rather than using meaningless buzzwords:

3. List relevant job experiences only.

Adding unrelated job experiences to your resume weakens its impact. If you have any irrelevant work experience, it’s best to leave it out.

Yes, this will appear as a career gap to recruiters. But if your experience is good enough for a role, it won’t matter.

4. Don’t place your Education above your Work Experience section.

If you graduated with spectacular grades from a big-name university like Princeton, you might want to show it off at the top of your resume. But that’s a bad idea.

Recruiters value work experience over high academic achievement, and for good reason — work experience of any form is a stronger predictor of your on-the-job performance.

Examples of Chronological Resumes

Let’s take a look at some stellar examples of chronological resumes so you can visualize how the format works when creating your own.

1. Management Consultant

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What we like:

Sells his value using meaningful metrics. Quantifying the impact of one’s contribution using percentages, revenue, and other meaningful metrics should be a popular resume-writing best practice. Yet, only 26% of resumes included at least five instances of measurable results. Plus, 36% of resumes use no metrics, according to Austin Belcak’s analysis of 125,000+ resumes.
Excludes a resume summary. Including a summary will turn this one-page resume into two pages. Those are less desirable alternatives. We suspect that’s why Jeff excluded the resume summary, and that’s smart in this case.

Pro tip: Unless you’re an academic or C-level executive, try to fit your resume on one page by using font 11-12 for body text and 14-16 for headings. Adjust your margins, too.

2. Massage Therapist

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What we like:

Tells a compelling career story. This resume shows a clear career path from massage therapist intern to senior massage therapist within five years.
Easy to read. Many resumes are cluttered and hard to scan. This one is readable.

Pro tip: The content of your resume is far more important than its design. Except if you’re applying for a graphic design role, a creative resume design has little impact on your chances of getting an interview.

Functional Resumes — How do they work?

Functional or skills-based resumes emphasize your skills and accomplishments. Unlike chronological resumes, where you group your accomplishments in the work history section, functional resumes let you group achievements in the skills category.

This format is ideal where you’d rather show your skills than your career progression.

For instance, if you’re switching careers, your work history will probably be unrelated to the role you’re applying for. To impress a recruiter, you must show your transferable skills that apply to the role. A functional resume helps you do that.

Functional resumes are also suitable for someone with career gaps. It dims the lights on your work experience, so gap years aren’t obvious. Recent graduates with many skills but little professional experience may use the functional resume, too.

Limitations of Functional Resumes

Although the functional resume format solves common concerns job seekers have, it’s the least recommended and least used resume format. Here are three reasons for its unpopularity:

1. Functional resumes are stigmatized by recruiters.

Recruiters dislike this resume format. Functional resumes have a reputation for being deceptive. Some recruiters believe they’re used to minimize appearances of job hopping.

When recruiters see a functional resume, they become suspicious. They imagine you have something to hide. This makes them less likely to read your resume thoroughly.

2. Functional resumes don’t tell the full career story.

Beyond stigma, recruiters are sometimes interested in the information a functional resume hides.

They want to know your work history, gauge your career progression, and see how recently you gained some of your skills — the sort of detail clearly communicated in the chronological format. The absence of this information makes your resume less convincing.

3. Functional resumes are less ATS-friendly.

To save time and money, companies use computer software known as applicant tracking systems (ATS) to screen resumes.

Only resumes that beat the ATS ever get read by human recruiters. Studies show that 75% of resumes never make it through. Using a functional resume increases your chances of entering that pile.

Best Practices for Writing a Functional Resume

1. Include relevant skills only.

Your functional resume is already missing your work history, which is key information recruiters want. You don’t have a leg to stand on if you don’t highlight your relevant skills.

To impress recruiters, identify and list only your most-relevant transferable skills. Also, ensure you list the skills in order of relevance, starting from the most relevant or most in-demand to the least relevant.

2. Describe your skills using keywords from the job ad.

Recruiters program ATS to select resumes that use keywords, such as job titles and skills related to the role.

If you’re changing careers, your resume probably doesn’t include relevant job titles. So if your listed skills don’t include the skills the ATS scans for, you likely won’t get an interview.

3. Exclude skill bars.

Skill bars look creative, but they don’t help you stand out. In fact, they can turn off some recruiters. Why?

“They’re innately subjective and therefore unreliable. They are meaningless, visually distracting, detract from the professional appearance of your resume, and turn it into a cheesy-looking flier,” says Alice Baker.

What’s worse? They make your resume less ATS-friendly. So it’s safer to stay away from them.

4. Include your work history.

Even if you have career gaps or unrelated job experience, including skeletal details about your work history is a good idea. It could help alleviate a recruiter’s suspicion that you’re a chronic job hopper.

List the job title, company name, company location, and date for each position you held. Use years instead of months to show your work experience to make the gaps less obvious.

Examples of Functional Resumes

Now let’s turn to some examples to see this resume format in action.

1. Health Copywriter

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What we like:

Shows relevant, niche experience. The resume shows industry knowledge by revealing that the applicant minored in healthcare and has working experience as a medical receptionist and health copywriter.
Quantifies impact using figures. The applicant uses percentages and other meaningful metrics to describe the impact of their work.

Pro tip: Use this double-columned resume style to put more information on the page while keeping it organized and easy to read.

2. Medical Assistant

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What we like:

Shows career trajectory. This resume shows the candidate’s career trajectory from being a medical receptionist to a medical assistant. That’s something you don’t always see in functional resumes.
Minimal and easy-to-scan layout. Given the abundance of white space, the candidate could have included visual elements such as skill bars or pictures, but the applicant did not. This makes it easy to read and keeps the focus on what matters.

Pro tip: Though some resume templates let you include your picture on your resume, you shouldn’t do so. To avoid being accused of discriminatory practices, some companies have a policy of tossing out resumes that have the applicant’s pictures.

Combination Resumes — How do they work?

Combination resumes (a.k.a. hybrid resumes) focus equally on skills and work history. It captures a recruiter’s attention by listing your most relevant skills and achievements at the top of the resume.

It then supports those skills with a chronological timeline of your relevant work experience.

The combination resume format offers the best of both worlds to job seekers who have lots of skills and a consistent employment track.

This makes it suitable for senior professionals with diverse skills and accomplishments. It’s also useful for career switchers or experienced applicants with employment gaps.

Limitations of Combination Resumes

Combination resumes, like functional resumes, are rare. So unless you have a good reason, it’s best not to use them. In addition, they have these limitations:

1. Combination resumes are challenging to prepare.

One page per 10 years of experience is a good rule of thumb for resume length. But that’s harder to achieve when your goal is to highlight your skills and relevant work history. This is much easier to achieve using the chronological resume format.

2. Combination resumes may appear repetitive.

Some of your skills may apply to different positions. Including this detail could make your resume appear repetitive. One way around this is to drill down on the outcomes of the tasks performed rather than the tasks themselves.

Best Practices for Writing a Combination Resume

1. Tailor every experience to the job position.

Applying to every job out there doesn’t work in today’s market. What works is creating a tailored resume for each application.

Yes, creating a unique resume for every job opening is some work. However, doing this will make you send fewer applications with better success odds.

Consider preparing a master resume or what Austin Belcak calls a results tracker. This is a long, regularly updated journal containing every job, project, and accomplishment you’ve had.

That way, you can quickly collect relevant experience and tailor your resume to job openings.

2. Expand on the results accomplished with each skill.

When filling out the skills section, you may list your key skills without elaborating. However, including a bullet list of your past responsibilities and accomplishments for each skill is more impactful.

3. Order your skills strategically.

The order of presenting your skills matters. Ideally, you should prioritize the skills listed in the job description and those most important in your field, listing your accomplishments under each skill category.

And while you’re at it, ensure you’re first showing skills that help you front-load your most significant achievements.

Examples of Combination Resumes

Review the examples below to see how two candidates created impactful combination resumes.

1. Marketing Manager

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What we like:

Relays past responsibilities and achievements for each skill using bullets. Using bullets makes a resume easy to scan and read when done correctly. However, some of these bullets have meaningless buzzwords that do not illustrate the candidate’s value, quantify results, or grab attention.

Pro tip: Avoid repeating the same skills between the skills and experience sections. While the first should obviously highlight your skills, use the second to share your achievements.

2. Senior Software Engineer

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What we like:

Crisp, compelling, and digestible resume summary. The resume summary is easy to read, which is great since recruiters scan resumes quickly. It also sets a nice tone for the rest of the resume.
Tells a compelling career story. This applicant’s career spans 15+ years in the publishing industry. Yet, the applicant has only worked two jobs. That shows commitment and indicates the candidate does great work.

Pro tip: Only include extracurriculars and volunteering if those activities are relevant to the position you’re applying for and if they highlight achievements that you didn’t also have in your professional career.

Writing a Winning Resume

Your desired role is only a few applications away. And you now know how to determine the resume format that best suits your situation.

So choose the best resume format that works for you, and create a winning resume that lands your dream role. You can also get started with our resource library of resume templates.

What are ISVs? [Examples, Benefits, and More]

Competing in the MarTech industry as an Independent Software Vendor (ISV) can be challenging due to the large number of companies in the technology stack. How can you stand out in the crowded field?

Traditional inbound marketing strategies have limited effectiveness in this saturated market. However, computer hardware, operating systems, and cloud platforms have come to the aid of smaller tech companies. These platforms have created marketplaces where MarTech firms can showcase their software solutions to the platforms’ unique clients. This boosts visibility and income for many MarTech companies.

ISVs are MarTech firms that collaborate with computer hardware producers, operating systems, and cloud platforms to distribute their software solutions in specific markets. Keep reading to learn what an ISV is, the significance of being ISV certified, the role of an ISV partner, and more.

Table of Contents

What is an ISV?
ISV Certification
The Benefits of ISVs
Types of ISV Partnerships
ISV Examples

For instance, any company that offers its software solution on a marketplace like HubSpot Connect or Salesforce AppExchange is an ISV.

The Importance of an ISV Certification

Computer hardware providers, operating systems, and cloud platforms will all test independent software vendors who want to offer their software solutions on their marketplace. But they’ll only allow, or ISV certify, the independent software vendors who can offer the most relevant and best software solutions on their marketplaces.

Salesforce’s AppExchange allows independent software providers to give their clients solutions. Salesforce offers a program called “Salesforce Certified” that incorporates technical, security, and marketing evaluations to verify quality. Only ISVs that successfully complete this program can offer their solutions on AppExchange, ensuring clients that they are selecting from the finest and most relevant options.

For instance, if you want to get into Dell’s or Red Hat’s ISV partner program, you just need to verify your organization, apply to the program, get accepted, agree to their terms and conditions, and stay in good standing with the platform to maintain your membership.

The Benefits of ISVs

Increased Visibility and Brand Recognition

Joining an ISV partnership program can give your software solution the much-needed visibility to stand out among thousands of competitors. You’ll also benefit from the confidence of leveraging a well-respected partner platform, gaining access to potential customers you might have never otherwise had.

Built-In Promotion

Many partner platforms offer built-in promotions such as sponsored listing on their marketplace and in blog posts, press releases, webinar resources, etc. This can help increase your product’s visibility even further and get it into the hands of more potential customers.

Increased Revenue

Having an ISV-certified partner program can also boost your brand, as customers will recognize you as an approved vendor and trust the quality of your software solution. Additionally, many platforms offer their partners access to special discounts, deals, and other valuable resources that can help you run a more successful business.

Having an ISV-certified partner program can also provide an excellent boost for your brand, as customers will recognize you as an approved vendor and trust the quality of your software solution. Additionally, many platforms offer their partners access to special discounts, deals, and other valuable resources that can help you run a more successful business.

To sum it up, ISV partnerships can help increase visibility and revenue for independent software vendors while also providing access to valuable resources and discounts. Joining an ISV-certified partner program is a great way for software vendors to get their products in front of potential customers and gain the trust of existing ones.

Types of ISV Partnerships

Direct Partner Program

These programs are provided to independent software vendors directly by the platform, allowing them to access technical support and marketing resources. These vendors can also sell their products on the platform’s marketplace. Depending on the platform, these programs may require a fee to join.

Indirect Partner Program

These programs are provided by a third party, such as a reseller or publisher, that offers additional benefits to software vendors in exchange for their products. These services may include providing additional marketing support, special discounts, or access to additional resources.

Software Marketplace Partnerships

These partnerships involve selling software solutions on the marketplace of a computer hardware vendor, operating system, or cloud platform. This type of partnership typically does not require an exclusive relationship and is more focused on providing access to potential customers and resources.

To sum it up, several different types of ISV partnerships are available for independent software vendors: direct partner programs, indirect partner programs, and software marketplace partnerships. Each type of partnership can provide valuable resources and promotion opportunities to help increase visibility and revenue for independent software vendors.

The right partnership can help you reach new audiences, boost sales, and ultimately be more successful in your business. If you’re an independent software vendor looking to get your product out there, consider exploring the different types of ISV partnerships available. Good luck!

ISV Examples

Salesforce AppEx

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AWS Marketplace is an online store for software vendors to list and market products built on Amazon Web Services (AWS). Customers can choose from over 5,000 products from independent software vendors ranging from analytics to e-commerce solutions.

Oracle Cloud Marketplace

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The Oracle Cloud Marketplace is a digital platform for independent software vendors to showcase their applications and services, as well as market them directly to customers. With over 1,000 apps from independent software vendors, companies can quickly find the solutions to build, deploy, and manage their applications.

AWS Marketplace

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AWS Marketplace is an online store for software vendors to list and market their products that are built on Amazon Web Services (AWS). Customers can choose from over 5,000 products from independent software vendors ranging from analytics to e-commerce solutions.

IBM Cloud Marketplace

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IBM Cloud Marketplace is an online destination designed to help customers find and purchase applications and services from independent software vendors. With over 2,000 products from hundreds of ISVs, businesses can quickly find solutions for analytics, security, storage, and more. Additionally, IBM offers a free Developer Program.

Getting Started

These are just a few examples of leading independent software vendors, but many more are available on the market. Each platform offers different benefits and services, allowing businesses to find the right solutions for their needs easily. If you’re an independent software vendor looking to get started in the world of ISVs, consider exploring these options.

17 Apps to Improve the B2B Customer Experience

Building and optimizing your tech stack with the best B2B marketing integrations improves the customer experience and streamlines operations.

Marketing teams are doing more with less, and they have fuller plates than ever. Companies are implementing AI tools in every element of business operations, and scrambling to make sure internal teams are taking advantage of AI to grow faster, work efficiently, and stay ahead of the competition.

And at the same time, budgets are lean, leading marketing teams to take a hard look at their tech spend and see where there are inefficiencies or redundancies. Recent HubSpot research found that the more point solutions, the higher cost of ownership.

“We’re seeing the tension between short-term growth and long-term brand investment. With the current economic pressures, many teams will invest heavily in CRO. Invest in brand marketing while optimizing your tech stack,” says Kipp Bodnar, CMO at HubSpot.

How Marketing Leaders are Shifting to Meet Customer Expectations

Growing economic challenges have led marketing teams to refocus their plans. Marketing leaders want to invest in predictable channels and win more business from contacts who already believe in their product.

And consumer expectations are higher than ever.

Retaining existing customers and leveraging upselling and cross-selling are keeping companies growing — and marketing leaders are focused on reducing inefficiencies to support these goals.

How the Crisis of Disconnection is Impacting Digital Marketing

Today, companies are using an average of 200+ apps — and many of these apps don’t speak to each other.

This yields a pile of effectively unusable data, located in various siloed departments of the company, telling no helpful stories and providing no useful solutions. All while using up valuable budget.

When customer-facing teams are siloed, it impacts the customer experience — which makes customer retention harder to achieve.

“What customers experience is a telltale sign of the function or dysfunction that exists internally. Realign around the customer journey,” says Ljubica Radoicic, Director of APAC Marketing and Customer Success at Autodesk shared in the recent State of Technology and the customer experience report.

She continues, “Find the disconnected points, look at NPS numbers, and talk to customers. Then, re-engineer the customer engagement model,”

All customer-facing teams need to be able to understand the customer journey, with access to shared data and communication. That means being able to follow individual customers and trends across all users.

If apps are disconnected from one another and the CRM, companies lose valuable customer information.

Marketing Hub’s robust ecosystem of B2B marketing integrations connects customer-facing tools to provide GTM organizations with a single source of truth while maintaining flexibility.

The Importance of a Marketing Tech Stack

With siloed data sitting in many different martech platforms, it takes a dedicated business insights professional (or a whole team of them) to make the data actionable. Their time is always in high demand, which slows down GTM campaigns.

But when apps and tools can effectively sync and talk to one another, flowing into one centralized platform like HubSpot Marketing Hub, any team member can easily dig in and create a data-backed strategy for every month, quarter, or year.

HubSpot’s App Marketplace has 1,250+ integrations that support memorable customer experiences and business growth.

As the martech app landscape continues to expand, there’s a B2B integration for virtually every marketing tactic you want to use to reach your audience.

And since so many platforms integrate with HubSpot, marketers can connect disparate systems and gather deep, actionable insights about the whole customer experience.

Here are 17 marketing integrations that you can use with HubSpot to improve the customer experience and grow with connected data.

1. Amplitude

Amplitude is a data tool for digital products that helps users dig in deep with analytics.

Marketing and customer success teams can track in-product events with Amplitude and add them to contact profiles in HubSpot, developing a better understanding of how customers use their products.

Another way to use Amplitude with your CRM is for smarter segmentation — use Amplitude cohort data to build HubSpot contact lists based on similar behavioral events, like users who enable push notifications during onboarding.

“The main benefit is getting our marketing email data from HubSpot into Amplitude for viewing, cohort analysis, debugging and user journey visualization,” said Austin Hay, Head of Marketing Technology at Ramp.

“At first, we used the integration to get alerts when pieces of the funnel were broken,” he continues. “Now, people use the data to visualize user journeys, create ad hoc analyses, debug campaigns and more.” 

Hay continues, “[The integration] has made us more efficient. We needed the ability to give low-code operators tools to visualize our marketing email data. Amplitude has done this for us with the integration. It’s made us faster and more efficient in our work.”

2. ChatSpot

Marketers can leverage AI with the new ChatSpot app, which combines the power of ChatGPT and HubSpot CRM, helping make sense of your HubSpot data and turning insights into action items that will move the lever.

To make the most of ChatSpot, ask questions and provide instructions in natural language through the chat interface to help improve marketing and elevate the customer experience.

For example, rather than searching through your HubSpot account for data by hand, you can ask ChatSpot, “Give me a summary of customer support tickets from the past quarter that mention our product,” or “Create a report of companies added last quarter summarized by country.

“[ChatSpot is a] massive game changer for frontline sales professionals! HubSpot was already the leader in CRM technology and utilized AI before ChatGPT. The fact that [ChatSpot is] so far along so quickly is a testament to [the HubSpot] team. Looking forward to leveraging this technology!” William McNeil, Founder of WeeklySuccess shared.

Sales and marketing teams can automate complex growth workflows with account engagement analysis, performance measurement, segmentation based on niche criteria, and multi-channel ABM automation.

3. Demandbase

Platforms like Demandbase help to align customer-facing teams and support data-driven knowledge-sharing to improve results and cut down on duplicate work.

“Demandbase works well for our business, it helps marketing, sales and business development align on target accounts. We use this integration for sales insights, merging sources for MAP, sales enablement and anonymous activity, and display-based advertising,” said Tess Baldwin, Sr. ABM Manager at Pattern.

4. Hightouch

Having the right data is one thing, and using that data to impact your business’s bottom line is another thing entirely.

Hightouch keeps customer data fresh and synced at all times, from all sources — so you can easily track each customer’s journey and provide a more personalized buying experience.

Hightouch supports customer success teams in understanding the customer journey and the data behind every conversion point, and HubSpot helps make it usable for growth.

Use Hightouch with HubSpot to:

Set up proactive alerts based on customer behavior
Boost ROAS and MQLs with smarter lead scoring
Access churn and LTV intelligence to increase sales

James Wilson, CEO and Co-Founder at Veriglif wrote, “Amazing — saved so much dev time. Would recommend to anyone trying to sync data between PostgreSQL and HubSpot.”

5. Lucky Orange

Lucky Orange takes user journeys through a website and turns them into data-driven dashboards that shine a light on growth opportunities across your brand’s digital presence.

Use integrations like Lucky Orange with HubSpot to create heatmaps and track all web engagement events. Then, set up workflows and alerts in HubSpot that keep customers engaged and give your sales team opportunities to strike when the iron is hot.

“Lucky Orange is my favorite app for HubSpot — we use it for CRO and sales enablement. The heatmap features and form analytics give us great insights and the integration with HubSpot makes it possible to view how different segments use our site based on properties in HubSpot,” said Jeppe Nyrup, Head of Strategic Partnerships at Avidly.

Nyrup continues, “The recording feature is key for sales reps to monitor which contacts were interested in our pages.”

6. Microsoft Dynamics

Having your CRM set up correctly and accessible to all GTM teams is key to customer-centric business growth. The CRM should direct all business decisions and fuel marketing, sales, and support dashboards.

With HubSpot, you can bring your own CRM, like Microsoft Dynamics, connect it to your Marketing Hub, and reap the benefits of a unified source of truth between marketing and sales.

In order to see the most impact from your CRM, make sure your CRM data is synced at all times.

Maximize the power of the CRM for your sales team by helping them:

Prioritize the right contacts
Build relationships by reaching out at the right time
Turn prospects into customers using data

“We want our BD team that are working in HubSpot to know if a lead has already been created from our inbound channel that the sales team is already working on or was working on at some point,” shared Høgni á Reynatrøð, Head of Digital Marketing, Queue-it.

“With the integration, we’re certain of not overlapping and collaborating even if we’re using two CRMs. The integration helps us avoid business development outreach at the same time as our sales team is working the account.”

7. NetSuite

Clear prioritization helps sales teams close more deals. With NetSuite and HubSpot, sales teams can contact leads with a high intent to purchase. They have the data and tools to act as a consultant in the prospect’s journey.

Using even more customer activity data from marketing, sales can build a fuller picture and address customer pain points.

The NetSuite and HubSpot integration also cuts out manual data entry, allowing sales teams to spend time building relationships with prospects.

“We use this integration to sync MQL contact details from HubSpot to NetSuite and share the same lifecycle and lead status between the two apps. Overall it was a very smooth transition,” Dinithi Abeysiri, Digital Engagement Manager at Hot Spring Spas said.

8. ON24

ON24 is a webinar and virtual event platform that enables seamless digital experiences. The ON24 webinar integration supports smarter webinar hosting and promotional efforts by syncing ON24 data with HubSpot, and vice versa.

When event marketing teams integrate ON24 with HubSpot, they can host more dynamic webinars, send engaged leads directly into the sales pipeline, and convert more attendees into qualified leads.

Leverage the bidirectional sync between ON24 and HubSpot to:

Share registration information between strategic partners
Create a HubSpot landing page that automatically registers attendees with ON24
Merge duplicate or existing contacts generated by webinar registrations
Find new segments in HubSpot to target post-webinar based on actions during the event

“The primary benefits are ease of use and bi-directional sync. This allows us the flexibility to use the default ON24 registration page as needed, and push registrants into HubSpot, or to build and utilize a HubSpot landing page and registration page for a webinar while easily pushing those registrants into ON24,” said Aaron Burke, Executive Director of Marketing and Sales for Precision Medicine Group.

“Without this integration, we were only able to effectively push registrant leads from ON24 into HubSpot. The integration provides us with much more flexibility in how we are able to capture registrants to ON24 webinar events.”

9. OneSignal

Use OneSignal and HubSpot to create and facilitate personalized mobile and web push notifications within HubSpot workflows — and meet your customers wherever they are ready to buy.

Segmenting your audiences by engagement behavior, demographic information, or other custom criteria can lead to 21% higher click-through rates (CTRs).

And with HubSpot, you can now try AI tools like ChatSpot to find engaged segments to test.

Use the integration to:

Send messages throughout the user journey and across channels
Trigger in-app messages on mobile devices to educate and delight users
Build custom notifications using HubSpot CRM data and add personalization tokens like first name, company name, or location
Analyze push notifications in a contact’s activity timeline in HubSpot

“The integration allows you to use push communications through HubSpot. We run several revenue campaigns every month, so having the push app communication integrated within a flow makes the storytelling of that campaign synergistic,” shared Ligia Assef, Marketing Analyst at Suno.

“You can segment the customer base or leads according to your business, being even more direct and assertive in communication. As an extra benefit, automation frees up the team’s time to analyze results and make improvements to maximize the conversion rate.”

10. RollWorks

Integrating ABM tools like RollWorks with HubSpot make it possible to sync, segment, score, and prioritize the leads that need to be worked ASAP.

Plus, marketers can use ABM targeting to create dynamic digital ad campaigns, then track the performance in HubSpot.

ABM platforms help marketing teams uncover target audiences within your existing CRM or marketing suite.

And integrations like RollWorks and HubSpot can automatically surface the most qualified segments using machine learning and a proprietary prioritization algorithm.

“RollWorks [with HubSpot] has been highly successful for our business. We’ve been able to reach nearly half of our target accounts and progressively move them along in the buyer’s journey,” added Katie McCauley, Senior Marketing Manager at SnapFulfil.

“We use RollWorks to reach key buyers at target accounts that we may not be able to reach otherwise.”

11. Salesforce

For mid-sized businesses up to enterprise organizations, joining sales and marketing data can be a beast.

But with smart integrations like the Salesforce and HubSpot integration, marketing and sales ops teams can automatically send HubSpot contact info into Salesforce, and Salesforce info back to HubSpot.

Use this integration to set up automated sales team alerts when a lead is ready to go — and help sales reps tailor their outreach using lead intelligence and optimization tools for a better success rate.

“The Salesforce + HubSpot integration lets us automate lead management, avoid mistakes, and get a whole view of marketing and sales activity,” shared Javier Peinado Ramirez, Digital Marketing Specialist at Wolters Kluwer España.

He continues, “We’ve improved efficiency in lead management and can access high-value information for sales and marketing.”

12. Segment

Customer Data Platforms (CDPs) like Segment collect events from web and mobile apps, then translate the data into actionable insights.

Using HubSpot and Segment together, marketing teams can define what data maps where, and how each source is tagged — with no code required.

Use Segment with HubSpot to:

Centralize customer data from all sources and teams
Automatically keep customer data up to date and sync changes across systems in real time
Capture user activity and map behavioral events to contact profiles in HubSpot
Add Segment events to HubSpot reports and workflows
Save time and eliminate manual list uploading and management

“HubSpot’s Segment integration has allowed us to extend our ability to leverage customer website activity data into our HubSpot automation strategy,” Kaitlynn Sirotkin, Marketing Automation Manager at Enervee Corporation said.

“Using this data, we’ve been able to implement e-commerce strategies tailored to each specific buyer that otherwise would not have been possible without extensive custom development work.”

13. Sendoso

Delight prospects and customers by setting up HubSpot workflows that trigger Sendoso eGifts and physical gifts.

Marketing teams can use gifts and experiences to thank brand ambassadors and superusers, sales teams can follow-up demo calls with tailored thank-yous, and customer support can automate gift workflows whenever the occasion calls for an extra surprise and delight moment.

Use the Sendoso integration with HubSpot to:

Automate direct mail gifting based on HubSpot criteria
Measure ROI on direct mail or experience-based campaigns
Set up email alerts for sales and marketing to keep teams aligned
Trigger gifts based on activities in HubSpot, like attending a product demo
Shorten the sales cycle with unique, personalized gifts

Jake Reni, SVP of Sales at AudioEye has found success with the integration.

“Easy to implement, launch, and drive adoption across my sales team. The product catalog has plenty of options for any type of campaign,” he said. “I’m loving that I can see when my team uses a Sendoso touch in their HubSpot contact activity feed. A must-have for anyone selling into enterprise!”

14. Supermetrics

For analysis of your business metrics, Supermetrics lets you automatically (and securely) move HubSpot data from all portals into spreadsheets, Google Data Studio, data warehouses, and any other databases.

Use this integration to discover insights across data sources, like which marketing campaigns have led to the most recurring revenue, or which customer support issues have led to the highest churn rates. Create data visualizations to track team performance and find places for improvement.

“[The HubSpot and Supermetrics integration] has helped us take reporting and data analysis to the next level. As the main Google Data Studio connector for client reporting for all digital marketing campaigns, we can integrate various data sources to correlate and get insights.

We also use it to get more metrics and visualizations on sales team performance. It has all the data sources any agency needs,” Maricarmen Vargas, Digital Marketing Customer Experience at Red Ventures said.

15. Tableau

Tableau is an intelligent data visualization tool that can turn data from HubSpot, along with other sources, into complex, but usable reports.

Use data platforms and business intelligence tools to create visualizations and dashboards that make trends and ideas more obvious, and tell stories with clear, actionable takeaways.

Use the Tableau integration for HubSpot to:

Cross-reference marketing and sales data
Optimize campaigns by segment
Discover new audiences with a high opportunity to convert
Benchmark funnel performance and identify problem areas
Build dashboards to benchmark marketing performance

16. WhatsApp

Let your sales teams connect with customers with 1:1 messaging within HubSpot, delivered to prospects and customers on one of the most popular messaging apps globally: WhatsApp.

Keep track of each conversation within HubSpot, and set WhatsApp messages as workflow triggers.

Use WhatsApp with HubSpot to streamline communication:

Send WhatsApp messages within HubSpot workflows
Automate abandoned cart texts
Receive notifications for new messages via HubSpot
Add new leads from WhatsApp automatically
Track sales conversations in a centralized location, not a sales rep’s personal device
Allow customers and prospects to send documents or reach out for support via WhatsApp
Pool incoming leads in a shared inbox and route conversations to sales reps
Increase visibility into lead requests from SMS

“This integration allows us to record communications between our marketing and sales teams and prospects and clients, and make these conversations accessible to relevant members of our team. We’ve been able to improve our sales and client communications,” shared Kristeen Romero, RevOps Solutions Lead at Oxygen.

17. Zoom

Using the Zoom integration with HubSpot, you can automatically add video meeting links to marketing emails and sales invitations.

Plus, marketing teams can facilitate and promote Zoom webinar registration and follow-ups with HubSpot in a more streamlined workflow.

By automating appointment-booking, sales teams can book more calls and marketing teams can reduce friction in handing off warm leads.

Qaunain Meghjee, Senior Product Manager at The Economist uses the Zoom integration with HubSpot, and shared the following. 

“[The integration] perfectly adds video meeting links into auto-generated calendar invites that are created via the live chatbot and the meeting bookings page. Now, meeting invite and reminder emails automatically have a Zoom link.”

Meghjee continues, “I like that the integration is cost-free, automatic, and works seamlessly with Outlook and Google Calendar integrations.”

Building a Strategic, Integrated Tech Stack: More Approachable Than Ever

With tools for everything from lead scoring to email marketing to social listening and more, it’s understandable that marketing teams want to eliminate inefficiencies and generate more revenue by bringing on new tools.

But if these tools can’t effectively talk to one another, it becomes a barrier to growth, not an advantage.

HubSpot’s App Marketplace has ready-to-use B2B integrations for every aspect of marketing growth. Marketing teams across industries can get insights from every tool and finally access that elusive single source of truth.

Clear data means clear insights — and the power to create a memorable customer experience that drives business.

What is AI bias? [+ Data]

Our State of AI Survey Report found that one of the top challenges marketers face when using generative AI is its ability to be biased. 

And marketers, sales professionals, and customer service people report hesitating to use AI tools because they can sometimes produce biased information. 

It’s clear that business professionals are worried about AI being biased, but what makes it biased in the first place? In this post, we’ll discuss the potential for harm in using AI, examples of AI being biased in real life, and how society can mitigate potential harm.

What is AI bias?

AI bias is the idea that machine learning algorithms can be biased when carrying out their programmed tasks, like analyzing data or producing content). AI is typically biased in ways that uphold harmful beliefs, like race and gender stereotypes. 

According to the Artificial Intelligence Index Report 2023, AI is biased when it produces outputs that reinforce and perpetuate stereotypes that harm specific groups. AI is fair when it makes predictions or outputs that don’t discriminate or favor any specific group.

In addition to being biased in prejudice and stereotypical beliefs, AI can also be biased because of: 

Sample selection, where the data it uses isn’t representative of entire populations, so its predictions and recommendations cannot be generalized or applied to groups left out
Measurement, where the data collection process is biased, leading AI to make biased conclusions.

How does AI bias reflect society’s bias?

AI is biased because society is biased. 

Since society is biased, much of the data AI is trained on contains society’s biases and prejudices, so it learns those biases and produces results that uphold them. For example, an image generator asked to create an image of a CEO might produce images of white males because of the historical bias in unemployment in the data it learned from. 

As AI becomes more commonplace, a fear among many is that it has the potential to scale the biases already present in society that are harmful to many different groups of people. 

AI Bias Examples

The AI, Algorithmic, and Automation Incidents Controversies Repository (AIAAIC) says that the number of newly reported AI incidents and controversies was 26 times greater in 2021 than in 2012.

Image Source

Let’s go over some examples of AI bias.

Mortgage approval rates are a great example of prejudice in AI. Algorithms have been found to be 40-80% more likely to deny borrowers of color because historical lending data disproportionately shows minorities being denied loans and other financial opportunities. The historical data teaches AI to be biased with each future application it receives.

There’s also potential for sample size bias in medical fields. Say a doctor uses AI to analyze patient data, uncover patterns, and outline care recommendations. If that doctor primarily sees White patients, the recommendations aren’t based on a representative population sample and might not meet everyone’s unique medical needs.

Some businesses have algorithms that result in real-life biased decision-making or have made the potential for it more visible. 

1. Amazon’s Recruitment Algorithm

Amazon built a recruitment algorithm trained on ten years of employment history data. The data reflected a male-dominated workforce, so the algorithm learned to be biased against applications and penalized resumes from women or any resumes using the word “women(‘s).”

2. Twitter Image Cropping

A viral tweet in 2020 showed that Twitter’s algorithm favored White faces over Black ones when cropping pictures. A White user repeatedly shared pictures featuring his face and that of a Black colleague and other Black faces in the same image, and it was consistently cropped to show his face in image previews.

Twitter acknowledged the algorithm’s bias and said, “While our analyses to date haven’t shown racial or gender bias, we recognize that the way we automatically crop photos means there is a potential for harm. We should’ve done a better job of anticipating this possibility when we were first designing and building this product.”

3. Robot’s Racist Facial Recognition

Scientists recently conducted a study asking robots to scan people’s faces and categorize them into different boxes based on their characteristics, with three boxes being doctors, criminals, and homemakers. 

The robot was biased in its process and most often identified women as homemakers, Black men as criminals, Latino men as janitors, and women of all ethnicities were less likely to be picked as doctors.

4. Intel and Classroom Technology’s Monitoring Software

Intel and Classroom Technology’s Class software has a feature that monitors students’ faces to detect emotions while learning. Many have said different cultural norms of expressing emotion as a high probability of students’ emotions being mislabeled. 

If teachers use these labels to talk with students about their level of effort and understanding, students can be penalized over emotions they’re not actually displaying. 

What can be done to fix AI bias?

AI ethics is a hot topic. This is understandable because AI’s bias has been demonstrated in real life in many different ways. 

Beyond being biased, AI can spread damaging misinformation, like deepfakes, and generative AI tools can even produce factually incorrect information. 

What can be done get a better grasp on AI and reduce the potential bias?

Human oversight: People can monitor outputs, analyze data, and make corrections when bias is displayed. For example, marketers can pay special attention to generative AI outputs before using them in marketing materials to ensure they are fair.
Assess the potential for bias: Some use cases for AI have a higher potential for being prejudiced and harmful to specific communities. In this case, people can take the time to assess the likelihood of their AI producing biased results, like banking institutions using historically prejudiced data.
Investing in AI ethics: One of the most important ways to reduce AI bias is for there to be continued investment into AI research and AI ethics, so people can devise concrete strategies to reduce it.
Diversifying AI: Having diverse perspectives in AI helps create unbiased practices as people bring their own lived experiences. A diverse and representative field brings more opportunities for people to recognize the potential for bias and deal with it before harm is caused.
Acknowledge human bias: All humans have the potential for bias, whether from a difference in lived experience or confirmation bias during research. People using AI can acknowledge their biases to ensure their AI isn’t biased, like researchers making sure their sample sizes are representative.
Being transparent: Transparency is always important, especially with new technologies. People can build trust and understanding with AI by simply making it known when they use AI, like adding a note below an AI-generated news article.

It’s very possible to use AI responsibly. 

AI and interest in AI are only growing, so the best way to stay on top of the potential for harm is to stay informed on how it can perpetuate harmful biases and take action to ensure your use of AI doesn’t add more fuel to the fire. 

Want to learn more about artificial intelligence? Check out this learning path.