The #1 Secret to Channel Success: How to Align Your Goals with Your Partners

HubSpot VP Sales Peter Caputa explains how working together with resellers toward the same common goal has helped make HubSpot’s channel program one of the most successful in the industry.


Peter Caputa is a firm believer in the power of partnerships — and for good reason. As the creator of the reseller program at HubSpot, the pioneering inbound marketing software company that went public last October, he has seen first-hand the impact that selling through the channel can have on a company’s growth. As of last June, it’s been responsible for approximately 42% of HubSpot’s customers, and 33% of its revenue.


The Best Marketing Videos of 2014: Announcing the B2B Oscars Winners

Your votes are in! See which nominees you selected as the best B2B marketing videos of the year.

b2b oscar winners banner

Once again, we couldn’t let Hollywood have all the fun. For the third year in a row, we’ve hosted the B2B Oscars to celebrate the best marketing, recruiting, and product videos of the year, and we asked you to vote to determine who goes home with the hardware (see the full list of nominees here).

This year, in addition to announcing the winners, we also asked two video marketing experts to add their thoughts on why these videos are such effective examples of how B2B companies can tell their stories, showcase their solutions, and humanize their brands.


B2B Oscars: Nominees for the Best Marketing Videos of 2014

It’s award season, and to celebrate we’re hosting our 3rd annual B2B Oscars, where you choose the best marketing, recruiting, and product videos of the year.

OpenView B2B Oscars: Best B2B Videos of 2014

The Oscars are on Sunday, but with all due respect to the Academy, why should they have all the fun? This past year we saw B2B companies raise the bar with their video marketing, and the best of the best deserve some recognition, too. 


Top 10 Startup Leadership Posts of 2014

Looking for the next great management book to read, or curious what you can learn from the wonderkid founder of Box? Check out our top 10 startup leadership posts from 2014.

top leadership posts 2015

With the holidays in full swing, founders and executives often get the chance to step away from the day-to-day headaches of growing a business, spend time with family, and reflect on how they can improve their management and leadership skills in the New Year.

To help you facilitate that self-improvement, we’ve pulled together a list of our top 10 leadership posts from the past 12 months. Featuring insight from founders like Box’s Aaron Levie and Balihoo’s Pete Gombert, and advice on to make your organization a culture-focused powerhouse, these articles provide plenty of great reading material to get you through a much-needed holiday break.


How Smart Startups Get More Customers: Q&A with Justin Mares, co-author of Traction

Traction co-author Justin Mares shares the framework behind some of the most successful customer acquisition approaches.

Smart Customer Acquisition: Justin Mares | OpenView Labs

When note-taking and collaboration app Evernote launched in 2007, it was one of the first third-party developers to begin creating applications for the first version of the iPhone, which Apple had released around the same time. So, naturally, when Apple launched the App Store in 2008 as a marketplace for those types of applications, Evernote was also one of the first companies to move all-in on that channel.

That decision proved to be a good one for Evernote, which managed to ride the wave of undivided attention on the App Store to the tune of more than one million users by May 2009.


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Marketing Leadership Workshop: Photo Recap

In early November, OpenView hosted an exclusive workshop covering high-priority marketing topics for expansion-stage executives to help them plan for 2015. Here are some photos from the event below:

For a full recap of the workshop, see “What Happens When You Bring 50 Seasoned B2B Marketers Under One Roof.”

Background Videos: Tech’s Hottest Homepage Trend or Passing Fad?

More and more tech companies are turning to the innovative use of video as backgrounds on their homepages. Is it the wave of the future or just another flash in the pan?


You’ve probably noticed them by this point. How could you not? Homepages everywhere are coming to life. Airbnb,, HubSpot. Where you’d once expect to see static background images now you’re surprised to see short video clips in motion.

Sure, they’re novel and eye-catching now, but are these new background videos just another flashy fad, or are they conveying something more?

I turned to creative director Keith Frankel, Host of CreativeMornings Boston and former Head of Creative and Design at HubSpot, to get his verdict.


The Walking Dead Marketing Tactics: 13 Outdated Tactics We Should Bury for Good

13 of today’s top marketers let loose on the tactics they wish would go bump and disappear in the night.


Some marketing tactics just won’t give up the ghost. Despite all evidence pointing to their ineffectiveness, companies continue to resurrect and (mis)use them. From keyword-stuffing to QR codes, these are the things that give prospects and good marketers everywhere the chills.