By Emma Peterson. 

In an upcoming CoatingsTalk, Michelle Miller will share insights into balancing AI adoption with human authenticity.  

On July 8, 2026, Megan Ellsworth will be sitting down with Michelle Miller, the president of Creativate, for a CoatingsTalk™ all about artificial intelligence (AI). The episode, “Retaining Humanity in an AI Transition,” will cover how contractors and industry professionals can use AI to elevate their operations while keeping humanness at the center of their operations.  

Meet the guest 

Michelle’s background includes an MBA from Case Western Reserve University and extensive experience managing marketing for both large and small companies. She is a multi-passionate entrepreneur with multiple podcasts, tactical campaigns and HubSpot certifications under her belt.  

As the president of Creativate, her work focuses on discussing and implementing marketing excellence for businesses of all sizes, from start-ups to community pillars. Michelle has been recognized for her incredible work through several awards, including “the President’s Award at a prior company & the Outstanding Service Award by the Single Ply Roofing Industry association.” 

Key learning points 

Michelle’s conversation with Megan promises to give listeners and attendees a wholistic perspective on AI. They’ll kick off the episode by explaining the ways that AI can be incorporated into roofing operations, such as in communications and operating procedures. 

They will then dive into how to balance the incorporation of this new technology while staying grounded and authentic. In other words, they’ll talk about where AI falls short and where contractors should let their authentic voice shine.  

This CoatingsTalk is a resource for contractors looking to use AI responsibly and in a way that boosts their business. Attendees can expect to walk away with a clear idea of how AI can support them in a way that is authentic and aligned with their company values.  

Register to attend this CoatingsTalk live on July 8, 2026 at 11 a.m. PT (2 p.m. ET).

By Jesse Sanchez. 

Learn how contractors can evaluate marketing partners by focusing on alignment, accountability and long-term performance. 

Selecting a marketing partner is a major decision for contractors because it directly affects how your business defines your brand, reaches the right audience and turns visibility into steady revenue. Success depends not just on the quality of the work, but on how clearly and consistently value is communicated. That’s why the evaluation process should focus on targeted questions that reveal if a partner can actually support your long-term growth. You deserve a partner who not only understands your goals but has the strategy and experience to achieve them. 

The right marketing partner should take time to understand your industry, your services and the factors that drive sales in your business. They will also conduct a thorough audit of your brand, audience, competitors and current marketing systems to build a clear picture of where you stand (and where you can grow). 

Next, the focus shifts to alignment. Your marketing should reflect your company's identity, values and expertise - creating messaging that feels authentic to your target audience. Maintain ownership of your brand assets, ensuring the partnership strengthens your business without losing control. When this alignment is right, strategies will enhance your strengths instead of disrupting them. 

Once you’ve built that foundation, it’s time to define what success looks like for your business. By clarifying how you’ll track your return on investment, you can ensure everyone is on the same page, working toward the same goals. As Heather Vogt, director of customer success at Creativate, said, “An all-in-one platform is the most efficient way to view all your data in one place. It eliminates silos, ensures accuracy and allows your team to make informed decisions quickly, because when every interaction, bid, deal and lead is visible in real time, nothing falls through the cracks.” That level of visibility transforms performance tracking into a cohesive view of the sales pipeline. 

Defined responsibilities strengthen partnerships. Marketing is not a passive function, and establishing each party’s role creates efficient workflows and reduces the risk of miscommunications. 

Consistency in communication reinforces that structure over time. Stable, consistent points of contact preserve project knowledge, streamline decision-making and prevent knowledge gaps when it's time to hand off.  

Reframe your marketing from a transactional service into a sustained partnership. When understanding, measurement and consistency are established early, your marketing operates as a structured extension, evolving with intention and supporting long-term growth. 

For contractors defining what their partnerships should look like, Creativate's guide to evaluating marketing partners is a good place to start.  

Evaluate partners with these questions to strengthen business performance!

By Isabel Refford, Creativate. 

Asking the right questions upfront can help ensure your marketing investment delivers long-term value. 

From sharpening your brand voice to influencing lead generation and supporting long-term growth, choosing the right marketing partner can shape the trajectory of your business with significant impact. That is why companies turn to experienced teams like Creativate, which prioritize integration, strategy and industry expertise over one-size-fits-all solutions. For many organizations, however, knowing how to begin the selection process can feel overwhelming without a clear framework. 

At its core, a successful partnership depends on alignment and transparency. Marketing works best when both sides share goals and commit to ongoing communication. Partners who take time to understand your purpose, not just your products, are better equipped to evolve alongside your business. With that in mind, asking the right questions early can help uncover whether a marketing firm is positioned to deliver meaningful, long-term results. 

1 - What do you know about my business, industry and target audience? 

Strong partners are committed to discovery. Rather than settling for a "one-size-fits-all" approach, a thoughtful marketing partner takes the time to learn your specific industry as the essential foundation of the partnership. Look for a team that prioritizes comprehensive audits to understand your business landscape, audience and the technology that shapes your day-to-day operations. 

When strategy is rooted in research, it grows into a high-impact roadmap tailored to your business landscape. 

2 - How will you align marketing with our brand & values? 

Authenticity is EVERYTHING. People can recognize when a brand feels "fake" or disconnected from its core audience, and it's one of the fastest ways to lose the trust of your community. A marketing partner should be able to translate your technical expertise into campaigns that feel true to you - which can't happen without a comprehensive understanding of who you are and what you do. 

Beyond the look and feel, ensure your partner respects your ownership of the brand. Be wary of contracts that hold your assets hostage - a successful partner ensures you maintain full ownership of your domains, creative assets and accounts. 

Be sure to ask how they plan to keep your campaigns synergistic with your identity; every email, social post and ad should feel like a natural extension of your company. Successful partnerships are seamless upgrades that integrate new strategies into your existing strengths - without losing the heart of what you've built. 

3 - How will you measure ROI? (and what does success look like in a year?) 

When you sit down a year from now, how will you know the relationship was a success? Strong partners understand your goals and calculate the measurable impact they expect to bring on a realistic timeline. Look for agile partnerships and avoid rigid retainers that don't allow for the flexibility your evolving needs require. 

A critical part of this is the technology used to track growth. Relying on disconnected spreadsheets and platforms creates inefficiencies, which result in growth bottlenecks. Ask if the partner utilizes all-in-one platforms (like a CRM) to maintain a single source of truth. Integrating your data allows you to move past vanity metrics and focus on your actual sales pipeline. 

An all-in-one platform is the most efficient way to view all of your data in one place. It eliminates silos, ensures accuracy and allows your team to make informed decisions quickly - because when every interaction, bid, deal or lead is visible in real time, nothing falls through the cracks. 

— Nicole Crifasi; Director of Customer Success, Creativate 

4 -What is our responsibility for this partnership? 

It’s helpful to remember that effective marketing is never a "hands-off" process. To avoid miscommunication, it is crucial to establish what level of involvement is expected upfront for onboarding, and then ongoing throughout the relationship. Whether it’s providing technical insights for a project or giving feedback on new strategies, knowing your role ensures a smoother workflow and a relationship built on candid, productive discussion. 

5 - Who are our main points of Contact? 

Consistency is key to a successful long-term partnership.  

Consistency is one of the most overlooked drivers of success in a long-term marketing partnership, yet it has an outsized impact on results. When roles, responsibilities and points of contact are clearly defined and remain stable, work moves faster and with fewer missteps. Decisions are made with context, not assumptions, and important nuances about your business; customers and goals are not lost in handoffs or internal reshuffling. 

Frequent changes in who you work with can quietly erode momentum. Each transition introduces friction: goals have to be re-explained; historical decisions revisited and trust rebuilt. Over time, that repetition slows progress and pulls focus away from strategy and execution. Consistent points of contact eliminate that drag by carrying institutional knowledge forward, advocating for your priorities and spotting issues before they become roadblocks. 

Most importantly, consistency creates a partnership rather than vendor dependency. When the same people are accountable over time, they develop a deeper understanding of what success looks like for your business and why certain decisions were made. That continuity allows your marketing efforts to compound, not reset, ensuring your strategy evolves intentionally instead of starting over every few months. 

Conclusion 

Choosing the right marketing partner is less about flashy promises and more about asking the right questions upfront. A strong partnership is built on deep understanding, shared values, clear expectations, measurable outcomes and consistent communication. When those elements are in place, marketing stops feeling like an expense you hope pays off and starts functioning as a strategic extension of your business. Take the time to evaluate potential partners through this lens. The right team will not just execute tactics; they will help you protect what you have built, clarify where you are going and move you there with intention and accountability. 

Original article source: Creativate

By Isabel Refford, Creativate. 

By aligning messaging and outreach, TAM helps companies build stronger connections with key decision-makers. 

Breaking through today’s crowded marketing environment is becoming increasingly difficult for any company looking to appeal to multiple target personas. Broad campaigns often suffer from diluted messaging, making it even harder to connect with the right prospects. Additionally, general campaigns struggle with efficiency, generally resulting in higher costs. 

Be more deliberate. 

Targeted Account Marketing (TAM) prioritizes quality over quantity. Instead of generating large volumes of leads, organizations identify specific accounts that align with their goals and deliver messaging tailored specifically to those decision-makers. Because you’re providing relevant information to a unique group of people, this approach strengthens relationships and increases the likelihood of conversion. 

Three pillars of a human-centered TAM strategy 

To stand out, your strategy must be authentic. We focus on three foundational shifts that move the needle for growing organizations: 

Data-driven precision (over volume) 

Growth doesn't have to be a guessing game. By identifying your Ideal Customer Profiles (ICP), you stop spending budget on accounts that don't fit your goals. Prioritize accounts with actual intent to ensure you spend your energy where it has the highest chance to positively impact your business. 

Meaningful personalization at scale 

Authentic connections happen when audiences feel you actually understand their business landscape. 

How do you apply this personalization at scale? Tailor ALL content to ensure it addresses the problems of the decision-makers within your target. By focusing on the "why" behind their needs, you build the trust required to shorten the sales cycle. 

Sales and marketing strategic alignment 

Targeted Account Marketing eliminates the disconnect between the team generating leads and the team closing deals. When sales and marketing focus on the same high-value accounts with a shared message, friction disappears.  

Now, every interaction a prospect has with your brand feels consistent and intentional. 

The roadmap to implementation 

Transitioning to TAM is a journey. We recommend starting a pilot project to maximize learning while minimizing risk. 

1. Define your ICP: Identify your perfect-fit customer. 
2. Map the buying centers: Locate the decision makers and the influencers. 
3. Build your list: Start with 10 to 50 key accounts. 
4. Tier your outreach: Determine which accounts require one-to-one attention. 
5. Develop your theme: Establish the core reason for your outreach. 
6. Choose your channels: Meet prospects on LinkedIn or through direct mail. 
7. Design the play: Coordinate your timing across all touchpoints. 
8. Execute and measure: Track relationship health and revenue growth. 
9. Optimize and scale: Apply your learnings to bigger campaigns. 

Build success on consistency 

Good marketing takes time. Trust is not built overnight. AI cannot compress the timeline required to earn credibility. 

Whether we're using a CRM to track intent or sending a personalized gift in the mail, becoming a true partner should always be the goal. Align your marketing with your values, and watch the growth follow naturally. 

Original article source: Creativate

By Michelle Miller, Creativate.  

How businesses can use AI without losing the human connection that drives real growth. 

At Creativate, I spend a lot of time inside the real-world execution of marketing strategy. Not the polished version presented in slide decks, but the lived experience of it — how it shows up in inboxes, conversations and decision-making moments. Over the last year, one theme has become impossible to ignore: business leaders are operating in a marketplace saturated with content, accelerated by automation and lacking authenticity. 

Working alongside organizations across industries, I see both the promise and the pressure that modern marketing technology brings. Tools powered by AI and automation can absolutely create momentum, yet many teams feel trapped in a cycle of constant output. Publish more. Respond faster. Automate everything. Scale immediately. The result is not always clarity or connection. Often, it is noise. 

I recently delivered a keynote titled Human-Centered Marketing in an AI-Powered World: How Small Businesses Can Use AI Without Losing the Human Touch. Preparing for that talk helped me clarify something I have been observing for a while: many organizations do not have a technology problem. They have a focus problem. 

AI now plays a role in nearly every part of marketing and sales. It influences how emails are written, how content is produced, how prospects are followed up with and how data is analyzed. We live in wild times, where some organizations have fully embraced AI and technology, while others are dipping their toes into the water. And while we’ve gone for quite the technology ride the last five years and have made incredible advancements, you know what leadership teams still want to know? They want to know how to stand out without sounding generic or disconnected.  

Doing more is rarely the answer. Being more deliberate usually is.  

AI is useful because it helps teams work faster and see patterns they may have missed. It is not useful as a replacement for decision-making, context or judgment (yet). It does not understand long-term relationships, prior conversations (outside of what’s provided for context) or the subtleties that shape trust. Those things still require human involvement.  

The companies seeing steady results are not experimenting with every new channel or tool. They are making clear choices. They decide what matters, where to show up and how they want to sound. They accept that focus requires saying no and requires consistency, patience and time.   

What a juxtaposition we live in daily: we have more ways to connect via technology, but less connection. The irony isn’t lost on me. We crave real, true human connection.   

As 2026 approaches, I am seeing increased interest in relationship-based marketing and more traditional methods. Direct outreach, in-person events, sponsorships and print are becoming part of the conversation again. These efforts take more time and effort, but they feel intentional. When digital communication becomes repetitive, a personal human connection is noticeable.  

Just like building relationships in our personal lives takes time, the same is true for building relationships in business. Good things take time. Good marketing takes time. It doesn’t matter if you’re B2B or B2C; at the end of the day, we’re all H2H (human to human). People do business with people for three reasons: know, like and trust. There’s no silver bullet or magic wand. It can take six to twelve months of consistency and intention to see meaningful impact. Awareness, trust and confidence are built gradually. AI can improve efficiency, but it cannot compress the time required to build credibility.  

My favorite phrase this year has been this: Authenticity matters. Authenticity continues to matter because people recognize when something feels templated. My favorite answer to questions these days is: “what’s authentic to your brand?” People can smell when a person or brand is being disingenuous. 

As we complete yet another trip around the sun and look into 2026, I believe marketing will become quieter and more focused. Fewer messages, clearer intent and better use of technology to empower those already tapped into their most authentic selves.   

I challenge you to lean into listening — listening to your teams, your prospects, your clients, your friends, your families — to really spend time being present and living with more authenticity and intention. Leave the world in a little better place than how you found it.    

Cheers to 2026 and all the opportunities ahead. 

Original article and photo source: Creativate

By Michelle Miller, Creativate. 

As automation reshapes how brands communicate, the companies that lead are choosing clarity, intention and human connection over noise. 

As artificial intelligence continues to accelerate how content is created, distributed and measured, Creativate is spotlighting a conversation many leaders are quietly having behind the scenes: how to grow without losing the human element that builds trust. In a business environment defined by speed, scale and constant output, Michelle Miller’s perspective arrives at a pivotal moment, reframing marketing not as a race to do more, but as a discipline rooted in focus, judgment and authentic connection.  

Doing more is rarely the answer. Being more deliberate usually is.  

AI is useful because it helps teams work faster and see patterns they may have missed. It is not useful as a replacement for decision-making, context or judgment. It does not understand long-term relationships, prior conversations (outside of what’s provided for context) or the subtleties that shape trust. Those things still require human involvement.  

The companies seeing steady results are not experimenting with every new channel or tool. They are making clear choices. They decide what matters, where to show up and how they want to sound. They accept that focus requires saying no and requires consistency, patience and time.   

What a juxtaposition we live in daily… we have more ways to connect via technology, but less connection. The irony isn’t lost on me. We crave real, true human connection.   

As 2026 approaches, I am seeing increased interest in relationship-based marketing and more traditional methods. Direct outreach, in-person events, sponsorships and print are becoming part of the conversation again. These efforts take more time and effort, but they feel intentional. When digital communication becomes repetitive, a personal human connection is noticeable.  

Just like building relationships in our personal lives takes time, the same is true for building relationships in business. Good things take time. Good marketing takes time. It doesn’t matter if you’re B2B or B2C… at the end of the day, we’re all H2H (human to human). People do business with people for three reasons: know, like and trust. There’s no silver bullet or magic wand. It can take six to twelve months of consistency and intention to see meaningful impact. Awareness, trust and confidence are built gradually. AI can improve efficiency, but it cannot compress the time required to build credibility.  

My favorite phrase this year is this: Authenticity matters. Authenticity continues to matter because people recognize when something feels templated. My favorite answer to questions these days is: “what’s authentic to your brand?” People can smell when a person or brand is being disingenuous. 

As we complete yet another trip around the sun and look into 2026, I believe marketing will become quieter and more focused. Fewer messages, clearer intent and better use of technology to empower those already tapped into their most authentic selves.   

I challenge you to lean into listening to your teams, your prospects and your clients. Listen to your your friends and your families to really spend time being present and living with more authenticity and intention. Leave the world in a little better place than how you found it.    

Cheers to 2026 and all the opportunities ahead. 

Original article source: Creativate

Creativate is more than just a marketing firm; they’re the partner your team needs to create performance-driven success strategies.  

The Coffee Shops™, the award-winning online communities where the industries meet for technologies, safety, information and education for the construction trades of roofing, metal, coatings and outdoor living, are pleased to welcome Creativate into their community. 

Creativate was founded with the goal of connecting businesses with marketing that delivers measurable ROI to them. How do they do this? The Creativate team has years of experience creating B2B marketing strategies and is passionate about helping you succeed at every stage of the process, from strategy meetings to execution. Their offerings include:  

• Strategy development: The team at Creativate consults with all their partners to make sure they are aligned with clear goals and a plan to get there.  
• Brand definition: Make your business’s communications clearer and more effective with Creativate’s help defining tone, voice, positioning, messaging and more.  
• Content creation: With practical experience across multiple industries, Creativate’s team is well equipped to help your business create content in a variety of manners, including social media support, thought-leadership blogs and email campaigns.  
• Digital marketing: Creativate works under the philosophy of inbound, which is a marketing term referring to creating “a continuous cycle of attracting, engaging and delighting customers that gains momentum and success over time.” They will equip your team with the sales tools to build a social media presence that facilitates this type of growth and engagement.  
• Website management: Your website is often one of the first places potential clients interact with you, Creativate can help make sure that interaction is a good one by helping you develop and manage your website with modern trends in mind.  
• Reporting on analytics: And again, Creativate is not just an outside marketing agency. They are your partners and will keep you in the loop with everything going on through monthly and quarterly reports that share insights and analytics.  

At the end of the day, Creativate’s work can be simplified into their core principals – giving businesses the right marketing resources to meet their specific goals and building strategies that connect them to their unique audience.  

The Coffee Shops are proud to welcome Creativate!

By Nicole Crifasi, Creativate. 

Managing auctions is streamlined and seamless when all your tools and data live in the same system. 

Running an auction business means juggling fast-moving bids, consignments, marketing efforts and client communications all at once. Without the right systems in place, it’s easy for details to slip through the cracks, causing delays, lost revenue or frustrated clients. That’s why, here at Creativate, we encourage you to utilize a customer relationship management system, or CRM. 

What is a CRM and how does it simplify your operations?  

A CRM is a software solution that consolidates all customer interactions, sales processes and marketing efforts into a single platform. For auction businesses, this means:  

• Centralized data: All bidder information, consignment details and communication histories are stored in one place.  
• Automated workflows: Routine tasks like follow-up emails, bid notifications and invoicing are automated, saving time and reducing errors.  
• Enhanced communication: Seamless integration with email, SMS and live chat ensures timely and personalized communication with clients.  
• Real-time analytics: Dashboards and reports provide insights into bidder behavior, auction performance and marketing effectiveness.  

"An all-in-one platform is the most efficient and consistent way to view all of your customer data in one place. It eliminates silos, ensures accuracy and allows your team to make informed decisions quickly — because when every interaction, bid and lead is visible in real time, nothing falls through the cracks." — Nicole Crifasi; customer success, Creativate  

By adopting a CRM, auction businesses can transform chaotic processes into organized, efficient workflows, leading to improved client satisfaction and increased revenue.  

HubSpot CRM: The ideal solution for auction businesses  

While there are various CRM options available, HubSpot stands out as a top choice for auction businesses due to its comprehensive features and adaptability.   

Here's why:  

Customizable to your needs  

Auction businesses have unique requirements, from tracking bidder activity to managing consignments. HubSpot's CRM allows for extensive customization, enabling you to:  

• Create custom properties to capture specific bidder information.  
• Design personalized pipelines for different types of auctions.  
• Set up automated workflows tailored to your business processes.  

This flexibility ensures that the CRM aligns perfectly with your operations, rather than forcing you to adapt to a rigid system.  

Integrated marketing and sales tools  

You may have heard the old adage, “I know 50% of my marketing is working, I’m just not sure which half.” A CRM removes the guessing game so that you can make confident, strategic decisions.  

HubSpot isn't just a CRM; it's an all-in-one platform that combines marketing, sales and customer service tools. This integration allows auction businesses to:  

• Run targeted email campaigns to engage bidders.  
• Utilize social media tools to promote upcoming auctions.  
• Track website interactions to identify interested prospects.  
• Manage sales pipelines to convert leads into successful bids.  

By having all these tools in one platform, you eliminate the need for multiple disconnected systems, leading to a more cohesive strategy and better results.  

Data-driven insights  

Understanding bidder behavior is crucial for success in the auction industry. HubSpot's analytics capabilities provide:  

• Real-time dashboards to monitor auction performance.  
• Reports on email campaign effectiveness.  
• Insights into website traffic and user engagement.  

These data-driven insights enable you to make informed decisions, optimize marketing strategies and ultimately increase revenue.  

Scalability and growth  

As your auction business grows, so do your needs. HubSpot's CRM is scalable, meaning it can grow with you. Whether you're expanding your team, increasing the number of auctions or entering new markets, HubSpot can accommodate your evolving requirements without the need for a complete system overhaul.  

"Our goal is to leverage technology to help our clients grow and grow fast! The right systems give businesses clarity, streamline their processes and unlock opportunities they didn’t even know existed. When technology works seamlessly for you, growth isn’t just possible, it’s inevitable." — Michelle Miller, president of Creativate  

Transform your auction business with HubSpot CRM  

Implementing a CRM may seem daunting, but HubSpot and its partners make it seamless. By centralizing bidder data, automating routine tasks and integrating marketing, sales and customer service, your auction business gains efficiency, visibility and growth potential. Key resources include:  

• Free CRM tools: Explore contact management, pipelines and reporting without upfront cost.  
• Tailored onboarding: Partners (Creativate) customizes HubSpot for auction-specific needs, from tracking bids to automating notifications.  
• Training resources: HubSpot Academy offers courses and tutorials to help your team maximize every feature.  

With HubSpot CRM, you get a single source of truth, streamlined processes and actionable insights, empowering faster decisions, stronger bidder relationships and measurable growth.  

Learn more about CRMs and the Auction Industry as Creativate President Michelle Miller discusses all things CRM at the 2025 NAA Conference and Show.  

Have a CRM question? The team is here to help!

Original article source: Creativate 

By Nicole Crifasi, Creativate. 

Managing auctions is streamlined and seamless when all your tools and data live in the same system. 

Running an auction business means juggling fast-moving bids, consignments, marketing efforts and client communications all at once. Without the right systems in place, it’s easy for details to slip through the cracks, causing delays, lost revenue or frustrated clients. That’s why, here at Creativate, we encourage you to utilize a customer relationship management system, or CRM. 

What is a CRM and how does it simplify your operations?  

A CRM is a software solution that consolidates all customer interactions, sales processes and marketing efforts into a single platform. For auction businesses, this means:  

• Centralized data: All bidder information, consignment details and communication histories are stored in one place.  
• Automated workflows: Routine tasks like follow-up emails, bid notifications and invoicing are automated, saving time and reducing errors.  
• Enhanced communication: Seamless integration with email, SMS and live chat ensures timely and personalized communication with clients.  
• Real-time analytics: Dashboards and reports provide insights into bidder behavior, auction performance and marketing effectiveness.  

"An all-in-one platform is the most efficient and consistent way to view all of your customer data in one place. It eliminates silos, ensures accuracy and allows your team to make informed decisions quickly — because when every interaction, bid and lead is visible in real time, nothing falls through the cracks." — Nicole Crifasi; customer success, Creativate  

By adopting a CRM, auction businesses can transform chaotic processes into organized, efficient workflows, leading to improved client satisfaction and increased revenue.  

HubSpot CRM: The ideal solution for auction businesses  

While there are various CRM options available, HubSpot stands out as a top choice for auction businesses due to its comprehensive features and adaptability.   

Here's why:  

Customizable to your needs  

Auction businesses have unique requirements, from tracking bidder activity to managing consignments. HubSpot's CRM allows for extensive customization, enabling you to:  

• Create custom properties to capture specific bidder information.  
• Design personalized pipelines for different types of auctions.  
• Set up automated workflows tailored to your business processes.  

This flexibility ensures that the CRM aligns perfectly with your operations, rather than forcing you to adapt to a rigid system.  

Integrated marketing and sales tools  

You may have heard the old adage, “I know 50% of my marketing is working, I’m just not sure which half.” A CRM removes the guessing game so that you can make confident, strategic decisions.  

HubSpot isn't just a CRM; it's an all-in-one platform that combines marketing, sales and customer service tools. This integration allows auction businesses to:  

• Run targeted email campaigns to engage bidders.  
• Utilize social media tools to promote upcoming auctions.  
• Track website interactions to identify interested prospects.  
• Manage sales pipelines to convert leads into successful bids.  

By having all these tools in one platform, you eliminate the need for multiple disconnected systems, leading to a more cohesive strategy and better results.  

Data-driven insights  

Understanding bidder behavior is crucial for success in the auction industry. HubSpot's analytics capabilities provide:  

• Real-time dashboards to monitor auction performance.  
• Reports on email campaign effectiveness.  
• Insights into website traffic and user engagement.  

These data-driven insights enable you to make informed decisions, optimize marketing strategies and ultimately increase revenue.  

Scalability and growth  

As your auction business grows, so do your needs. HubSpot's CRM is scalable, meaning it can grow with you. Whether you're expanding your team, increasing the number of auctions or entering new markets, HubSpot can accommodate your evolving requirements without the need for a complete system overhaul.  

"Our goal is to leverage technology to help our clients grow and grow fast! The right systems give businesses clarity, streamline their processes and unlock opportunities they didn’t even know existed. When technology works seamlessly for you, growth isn’t just possible, it’s inevitable." — Michelle Miller, president of Creativate  

Transform your auction business with HubSpot CRM  

Implementing a CRM may seem daunting, but HubSpot and its partners make it seamless. By centralizing bidder data, automating routine tasks and integrating marketing, sales and customer service, your auction business gains efficiency, visibility and growth potential. Key resources include:  

• Free CRM tools: Explore contact management, pipelines and reporting without upfront cost.  
• Tailored onboarding: Partners (Creativate) customizes HubSpot for auction-specific needs, from tracking bids to automating notifications.  
• Training resources: HubSpot Academy offers courses and tutorials to help your team maximize every feature.  

With HubSpot CRM, you get a single source of truth, streamlined processes and actionable insights, empowering faster decisions, stronger bidder relationships and measurable growth.  

Learn more about CRMs and the Auction Industry as Creativate President Michelle Miller discusses all things CRM at the 2025 NAA Conference and Show.  

Have a CRM question? The team is here to help! 

Original article source: Creativate 

By Kaila Heller, Creativate. 

A marketing budget isn't optional; it's the key to your growth strategy.  

If you’re winging your marketing costs from month to month, you’re not budgeting, you’re guessing. And guesswork won’t cut it in a competitive market. At Creativate, we believe a solid marketing budget isn’t just about tracking expenses, it’s about making intentional moves that grow your brand. The best part? It doesn’t have to be complicated, and it definitely doesn’t have to break the bank. 

What is a marketing budget?  

A marketing budget is a financial plan dedicated to promoting your products or services. It outlines how much you plan to spend on marketing activities over a specific period, usually broken down into categories like digital marketing, traditional advertising, events, content creation and more.  

Think of your budget as your roadmap. It ensures your resources are used effectively and helps measure which initiatives provide the best return on investment (ROI). For example:  

• Digital advertising (Facebook ads, Google Ads, etc.)  
• SEO strategies to improve your visibility online  
• Social media marketing to build your online presence  
• Content creation like blogs, videos or eBooks  

Your marketing budget can scale depending on your business size, goals or current resources. And no, it doesn’t have to mean spending thousands upfront. A well-planned budget of any size can help lay the foundation for success.   

Why do you need a marketing budget?  

It’s easy to think you don’t need a marketing budget yet, especially if you’re just getting started or relying on word-of-mouth. But if you’re hoping to grow, a budget is non-negotiable. Here’s why: 

1 – It brings clarity to your goals 

Imagine trying to grow your customer base without knowing what you can afford to spend. A marketing budget acts as a financial guide, helping you prioritize marketing strategies for short- and long-term goals. It helps you understand questions like:  

• What can I realistically spend on promoting my business?  
• Where will I get the most value for my money?  
• Which areas require investment first to achieve business growth?  

By assigning dollars to specific activities, you gain clarity on what’s achievable. 

2 – It helps you evaluate ROI 

Without tracking your spending, it’s nearly impossible to evaluate the effectiveness of your efforts. Plus, running campaigns without a budget can lead to overspending where it’s unnecessary or underspending where it matters most. A budget ensures you have the data and transparency to measure ROI, understand your customer acquisition cost (CAC) and optimize future campaigns. 

3 – It prepares you for growth 

Even if you’re not ready to roll out full-scale marketing campaigns, planning your budget now ensures you’re ready to act when the time comes. Starting small with a modest budget can pave the way for testing affordable methods like local ads, social media or email marketing.   

 For example:  

• Starting a Google Ads test campaign at just $50 per month allows you to begin understanding how your target customers respond.  
• Allocating a small budget for professional branding materials like logos and business cards can make you stand out, even if you’re local and small.  

Planning today positions you well for sustained growth later. 

4 – It reduces stress and surprises 

Business owners are no strangers to financial surprises, but your marketing budget doesn’t have to be one of them. Budgets reduce the “unknowns” by creating boundaries for intentional spending. Whether finances are tight or you want to maximize ROI, a defined plan means no guessing games. 

5 – Your competitors already have one 

The reality is that your competitors likely have a marketing budget and they’re leveraging it to stay ahead. If you’re not investing in reaching your customers, someone else is. A marketing budget puts you back in the game, giving you the resources to remain visible and competitive.  

How Creativate can help simplify your marketing budget  

We get it. Creating a marketing budget can feel like a daunting task, especially if you’re not sure where to start. But that’s where we come in.  

At Creativate, we believe every business — not just global corporations or million-dollar startups — deserves access to professional tools that help them grow. That’s why we’ve developed a free marketing budget template designed to simplify the process for any business.  

What’s inside the template?  

Our template breaks down your budget into easy-to-navigate categories, helping you:  

• Plan and allocate funds by category (digital, print advertising, events, etc.)  
• Track your spending over time to see what’s working.  
• Adjust your budget as your priorities change or new opportunities arise.  

Why it works  

• Easy to use: You don’t need a financial degree to create a budget that works for you. Our template is simple, intuitive and designed with beginners in mind.  
• Customizable: Every business is different, which is why our template allows you to tailor categories to meet your specific goals.  
• Completely free: Download it today!  

How to get the template  

Getting started with the template is quick and easy. Simply visit Creativate’s Resource Library, enter your email and download your free resource in seconds.  

Take charge of your marketing with confidence  

Building a business is already a full-time job and creating a marketing budget doesn’t have to feel like a burden. By having a clear, simple and actionable plan, you set the stage for growth, sustainability and measurable success. And the best part? You don’t have to go it alone.  

Don’t wait for “the right time” to plan your marketing. The right time is now. Download our free marketing budget template and start transforming how you approach your business growth. Together, we can make it simple, actionable and impactful. 

Original article and photo source: Creativate