Lidia Infante

Absolutely love this post by Jes Scholz regarding AI-generated site audits Vs. human-generated site audits. Especially this: "Audits identify issues. Humans highlight opportunities."

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Client: "Why did our cost per lead go up this week?" Me: "Let me check." Turns out: iOS update changed how conversions are tracked. Our pixel is only seeing 60% of what's happening. The actual CPL didn't change. Our measurement did. This is performance marketing. Most clients think the job is creative strategy and media buying. And sure, that's part of it. But the real work? It's forensic. Most of my time isn't spent writing ads or launching campaigns. It's spent diagnosing why the data doesn't make sense. > Why did our conversion rate drop 30% overnight? (Someone moved the CTA button in a site update.) > Why is our best audience suddenly not converting? (Competitor launched a promotion we didn't know about.) > Why are we getting tons of clicks but zero conversions? (Bot traffic from a placement we didn't exclude.) The best performance marketers I know aren't just good at buying media. They're good at interrogating systems. They know where tracking breaks. They understand what attribution tools actually measure versus what they claim to measure. They can tell the difference between a campaign problem and a data problem. Because here's the thing: your dashboard will lie to you. Platforms want you to think they're performing better than they are. If you just optimize based on what you see in the interface, you'll make expensive mistakes. The job is equal parts marketer and detective. You have to trust the data enough to make decisions, but stay skeptical enough to question it when something feels off. Clients see the strategy deck and the performance report. They don't see the three hours I spent ruling out twelve different hypotheses before I found the real issue. That's not a complaint. It's just the job. And honestly? The diagnostic work is what makes it interesting. Anyone can spend money on ads. Not everyone can figure out why the numbers don't add up and fix it before the budget gets torched. #PerformanceMarketing #DigitalMarketing #MarketingAnalytics #Data #PPC #GrowthMarketing #MarketingStrategy

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From one of Eli Schwartz future of seo newsletter, "The agency of the future is much smaller than the one it replaced, and it bills more like a strategic consultancy than one measured by words written or minutes in a meeting." This one hit me pretty hard. Many many years ago, I was part of the agency world where our value was assessed by the number of content briefs delivered, meetings to discuss the recommendations, and sending ranking reports with traffic correlation tied to our briefs. Though those types of activities are still important, the point is that the value of each is now much lesser. As I moved away from agency world and into in-house and SaaS, I realized how little opportunity many good SEOs had in the most important part of an SEO program: really plugging into the business, learning about their offerings / target audiences, collaborating on an overall strategy, and then creating a roadmap. Fast-forward to ~3 years ago, I decided to strike out on my own because I wanted to take all of my learnings and bring it to the clients of my choice. And in doing so, here were my non-negotiables. These were just gut feeling decisions at the time but both turned out to be massively important for my business. >> Be empathetic and always do what's right for the client As I continue to build out my SEO/GEO consultancy, it's clear to me that the strategy & roadmap that we collaborate with our clients on is where our value is. We keep updated with the business, their priorities, and target audience behaviors to ensure our strategy & roadmap is dynamic and flexible. Everything else - the briefs, meetings, conversations, reporting, etc. - revolve around that strategy & roadmap. An engagement where the value is binary (you pay this, you receive this number of deliverbales) is not an engagement at all. It’s a transaction. >> Beyond just marketing & SEO, serve others From a staffing perspective, the conventional agency model (cheap talent, favorable margins) never really appealed to me. It felt self-serving and risky to the client. Though it doesn't scale well, I've intentionally brought on SEOs who have A LOT of experience and THE RIGHT type of experience, while compensating them the same way I compensated myself. They share the some empathy and always do what’s right for the client, prioritizing the strategic engagement over just a transactional one. --- I'm thankful that all the learnings from my career led me to this and extra thankful for the gut feelings that I had ~3 years ago, because they all helped position Keyrise pretty damn well in this world of GEO: to serve clients correctly AND help good consultants with a balanced work life.

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I’m seeing more HubSpot customers move quickly into using the new AI tools. I understand why. They’re genuinely impressive and the idea of scaling without adding headcount is appealing. My concern isn’t the ambition. It’s the sequencing. When the underlying data isn’t clear, ownership is fuzzy and no one has agreed what “good” looks like. AI doesn’t solve that, it just accelerates it. When the outputs aren’t great or when it creates more work later, the frustration usually lands on HubSpot. But more often than not, the issue isn’t the platform. It’s that the foundations weren’t ready for what the tools were being asked to do.

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A few people have been asking when our 2026 HubSpot Ecosystem Salary Guide is dropping 👀 Right now, our tentative launch date is 4/01. But more importantly....it’s going to look very different this year. The best analogy I can think of: remember what Patagonia catalogs used to be? Just products, prices, and descriptions. Now they’re editorial. Story-driven. Built around ideas and people. That’s the direction we’re taking. This year’s guide will focus on: ➡️ The evolving AIRops role ➡️ Real quotes from HubSpot customers and leaders ➡️ Stories from people who’ve seen what happens when the right executor is in the seat ➡️ Firsthand perspectives on the ROI this role creates for teams and businesses We may even include an unapologetically honest take on why jumping from HubSpot to Salesforce can quietly destroy velocity and cost you far more in people, complexity, and execution than most teams expect. I’m really excited about where this is headed and even more excited to share it with the HubSpot ecosystem in the coming months.

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Your 'single number' CAC report isn't a truth—it's a CONSPIRACY against your PPC budget. And it's draining your profit. For too long, we've accepted a blended Customer Acquisition Cost as gospel. One number. One data point. A dangerously misleading summary. Behind that average, ten different realities fight for your marketing dollars. Low-value customers acquired expensively. High-value customers acquired cheaply. The blended average hides critical inefficiencies. The worst culprit? PPC. You're pouring cash into campaigns, only to have its true performance obscured by the aggregate. You can't see which clicks convert to PROFITABLE customers, or which segments bleed cash. This isn't just about analytics. It's about PROFIT. Every dollar wasted on unoptimized PPC spend, every high-value customer missed because your budget is misallocated, hits your bottom line directly. Time to stop the leak. To move beyond blind spending and into precision profit, you need to dissect your CAC. Here's how we transform this metric from a liability into a strategic ASSET: 1. Segment by Customer Lifetime Value (CLTV) Don't just acquire customers. Acquire PROFITABLE customers. Break down CAC by CLTV tiers: top 10 percent, mid 50 percent, bottom 40 percent. Understand the true cost to acquire a high-value versus low-value customer. 2. Dissect by Channel and Campaign Is your PPC efficient for high-value segments? Or overspending on low-LTV prospects? Is organic acquisition cheaper for your IDEAL customer? Pinpoint channel efficiency by customer segment, not overall. 3. Attribute Multi-Touch Conversion Paths Few customers convert on first touch. Implement attribution models that accurately credit the touchpoints—PPC, organic, direct—contributing to a high-value conversion. Understand the journey, not just the last click. 4. Reallocate Budget with Precision Armed with true CAC by CLTV and channel, ruthlessly reallocate your PPC budget. Shift spend away from high-CAC, low-LTV segments and into high-LTV, efficient acquisition channels. This is where real profit appears. 5. Monitor and Iterate Relentlessly This isn't a one-time fix. Customer behavior, market dynamics, and channel costs change. Establish systems for continuous monitoring and rapid iteration based on real-time, segmented CAC data. One client implemented this approach and shifted 40 percent of their PPC budget within two quarters. Result: 28 percent increase in qualified lead volume AND a 15 percent reduction in overall blended CAC for their top-tier customer segment. That's real ROI. What's your biggest CAC challenge right now—blended reporting, attribution, or channel allocation? #PPC,#CAC,#MarketingStrategy,#ProfitGrowth,#CustomerAcquisition,#DigitalMarketing,#PerformanceMarketing,#RevenueOperations

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Your newsletter isn't a business card. It's a conversation. If your readers feel like you're just pitching them, they'll leave. Make it about them, not you. Serve their needs. Share insights they can't find elsewhere. Value delivered = audience retained.

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You might have seen Agent Hub pop up in your HubSpot panel the past few weeks. If you have, take a minute, it’s worth the look. It is HubSpot's 2.0 version of Breeze Agents, rebuilt to fix the confusion around what the agents actually do and how to manage them. Agent Hub launched in public beta for all Professional and Enterprise accounts. Until now, your AI agents ran in separate corners unaware of other contexts. Your sales agent can reach out to prospect an account the same week that your service agent is handling an open complaint from that same account. Agent Hub is meant to fix that. It gives you one screen to see every agent running, check what each is producing, turn on agents you haven’t used yet, and build your own. They all pull from the same customer context in your CRM. 3 things worth knowing first: 1. It runs on results-based pricing. You are not paying a flat fee for the agents. The customer agent, for example, is priced at 50 cents per conversation it resolves. Usage is your cost. 2. It includes Agent Builder. You can build a custom agent on a canvas, give it instructions and access to your data, and ask it to solve a repetitive task. One company built an agent that reads school district calendars and saves them an estimated 350 hours a year.  3. It is still beta. The behavior and pricing can shift. Pilot it on low stakes tasks first.  Have you turned Agent Hub on yet? Curious what you’re using it for.

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