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Introduction Who are all those people on social media? Those people who randomly like, share, comment on posts, harass and praise other people and events. The anonymous users who influence public opinion, dictate the social discourse, and even have the power to decide the outcome of elections. They could have Ph.D.’s or be children. Or their personas could be entirely fabricated by AI. It can be concluded that they are unidentifiable. Here is a spooky thought experiment for you. Imagine that you are texting back and forth with someone or reading an article online. Naturally, you’d assume that there is a human, made of flesh and bones at the other end. In actuality, however, the communication or content you receive is solely generated by an AI. Just like the fake profile photo. How could you know? To take the thought experiment one step further: How can you prove that friends you have in your network on social media are really who they appear to be? When you meet them, their faces serve as proof of identity. But in the online space, there is hardly any direct way for users to verify if a profile is in fact linked to the person it represents. Even Instagram stories, TikTok videos, or the most heartfelt Facebook postings can in theory be deepfaked. Essentially, information online cannot be trusted. Sure, right now this dilemma is more philosophical than pragmatic. However, technologies that can distort reality in online spaces are getting stronger by the day. Just imagine what they can do in 10 or 50 years. Without a bulletproof method for users to confirm people’s identity, the internet may run into a situation that resonates with “dead internet theory” — an underground, conspiracy theory that proposes the internet is “fake”, basically a gaslighting project that is almost entirely controlled by AI. [1] Bizarre as it sounds, I do believe there is a disturbing ring of truth to it. In this post, I will go over what the dead internet theory is, and how a platform-agnostic identify system built on the “trustless” web 3.0 could resolve the current problem of digital identities. Dead Internet Theory — Main Premise “Dead internet theory” had a breakthrough into mainstream media when a on the forum caught the attention of The Atlantic writer Kaitlynn Tiffany. widely read post Agora Road Macintosh Cafe The post was written by a forum member called “IlluminatiPirate” who boasts about being an “ ” (meaning an old-time member) of imageboards such as 4chan who has “ ”. In the midst of his seemingly paranoid ramblings, there are some nuggets of truth that many people can relate to. oldfag seen it all The pseudonymous forum member compiled evidence to the theory which was according to him originally written by anonymous users on 4chan’s paranormal section and Wizchan. The latter is an imageboard dedicated to male virgins past the age of 30 or “wizards” as they are called in the community. As The Atlantic writer Kaitlyn Tiffany aptly wrote, dead internet is “ ”, yet it “ ”. patently ridiculous feels true [2] The TLDR-version (meaning the abstract) of the theory is perhaps a testament to that: [3] “Large proportions of the supposedly human-produced content on the internet are actually generated by artificial intelligence networks in conjunction with paid secret media influencers in order to manufacture consumers for an increasing range of newly-normalised cultural products.” Or when IlluminatPirate describes a strange hunch he has that something is very wrong about the internet: [4] “The Internet feels empty and devoid of people. It is also devoid of content. Compared to the Internet of say 2007 (and beyond) the Internet of today is entirely sterile. There is nowhere to go and nothing to do, see, read or experience anymore. It all imploded into a handful of normalfag [5] sites and these empty husks we inhabit. Yes, the Internet may seem gigantic, but it’s like a hot air balloon with nothing inside.” The main premise of the theory I believe is somewhat accurate. A report shows that bots make up almost two-thirds of all internet traffic anno 2021. [6] Additionally, curate and prioritize the content it shows to users based on the principle of profit-maximization. In other words, social media algorithms and search engines push content that entices users to buy more products and services, and neglect content that is controversial. social media algorithms Additionally, the unfathomable amount of data processed on the internet every minute, kind of makes it all blend together. The human mind was never designed to take in, or even less sort out, in such quantities of information. Dead Internet Theory — Valid Points In the most proficient imageboard slang, the author goes on to describe why dead internet theory is real and why the internet isn’t. Some of his points are hard to follow, passages are incoherent, and at times he is clearly delusional. However, some of the arguments coincide with my own research and personal beliefs. IlluminatPirate points to the superficial and impersonal nature of online interactions: “I used to be in perpetual contact with a solid number of people across multiple sites. Across the years each and every one of them vanished without a trace.” He points out how the same content keeps reappearing over and over again: “I’ve seen the same threads, the same pics and the same replies reposted over and over across the years to the point of me seeing it as unremarkable.” I also share his belief that truly original content is suffering because large players in the entertainment industry rely on algorithms and big data analysis of consumer habits to “feed the customers”. That is often the feeling I have when I watch a new movie from Netflix Originals: “Algorithm fiction. Do you like capeshit, Anon? How about other Hollywood stuff? Music perhaps? Have you noticed how sterile fiction has become? How it caters to the lowest common denominator and follows the same template over and over again? How music is just autotunes and basic blandness? The writer’s strike never ended. Algorithms and computer programs are manufacturing modern fiction. No human being is behind these things. This is why anime looms so large — even a simple moe anime has heart because there’s actual people behind it, and we all intuitively feel this.” IlluminatiPirate also points to the dangers of deepfakes. As implied at the beginning of this post, the technology could potentially take off within the next couple of years: “Fake people. No, not NPC’s. Youtube people who talk about this or that, and quite possibly many politicians, actors and so forth may not actually exist.” Social media algorithms and search engines alike are known to customize news feeds and search results so it fits with the individual user’s likes and preferences. This customization feature results in so-called “ ” where users are constantly reaffirmed in their own beliefs and opinions. epistemic bubbles Everything the users see confirms what they already know, and people they interact with tend to wholeheartedly agree with them. People are thus exposed to a very one-sided view of the world. It creates a potentially dangerous “us vs. them”, “they are wrong, we are right”-dynamic in society. “The internet is a fast way to get info, and info is what moves the mind, and the thing is, the mind likes recognition. When the “likes” were introduced without negative feedback they created a copy-feedback subconscious, they made it so only “positive” opinions be propagated (also accepted), and in it’s way negative opinions to be obsolete. Now everyone is too cowardly to have an opinion so they copy others they like, they are more likely to follow trends and say what others said, you can also see it with the paranoia of always wanting to listen to experts.” Finally, I think one of the most interesting points to be drawn from the compilation post on dead internet theory, is the distinction between “the old web” and “the new web”. If cut to the bone, IlluminatiPirate’s basic point is that he misses the old days of the internet, and dreads what the internet has become. The same notion is shared even by the founder of the world wide web, Tim Bernes-Lee, who says that the system is failing. [7] “Creation of original content is how the internet used to work. Anonymous people were willing to express their opinions and try radical or experimental things. More truly original content, uninfluenced by bots or paid influencers, was created due to anonymity as protection against negative feedback. On the old internet, you could start anew every time you posted something.” There is indeed a conventionally accepted distinction between an “old” internet (web 1.0) and a new internet (web 2.0). The first version of the internet was read-only, while the second version allow us to upload our everyday lives to various platforms. The problem with web 2.0 is that four companies control 67% of the world’s cloud infrastructure. The large tech monopolies claim ownership of our data, and indeed of our digital identities. [8] [9] With all this in mind — how can we prove that the internet is not fake? Or to turn the question around: how can we make it real? Building a Trustless Internet Satoshi Nakamoto, the anonymous creator of Bitcoin, had an extraordinarily deep understanding of human nature. He understood that transactions between humans are based on trust. Within good reason, trusting others is usually considered to be a positive trait. However, human beings are fallible. Therefore, Satoshi Nakamoto founded Bitcoin, a monetary system based on cryptographic proof instead of trust. [10] The transactions and interactions we have with other people on the web should be based on Bitcoin’s principle of “trustlessness”. What we need is a reliable and transparent method to link people’s digital avatars to the people they are supposed to represent in real life. That would mitigate a wide array of issues such as fake spam accounts, the deliberate spread of false information, deceivable media manipulation, fraud, catfishing, cyberbullying, and trolling because people can be held directly accountable for their actions in the online space. Importantly, online identity systems have to be (a) open and (b) decentralized. The contemporary solution where you upload your personal ID to the service provider for verification does not fulfill either of those criteria. If the identity system is closed and centralized, the system owner would be able to track and monitor people’s behavior much like China’s social credit system. Therefore, online identity systems have to be built on the infrastructure of web 3.0. The key characteristic of web 3.0 is that users are in charge of their data and digital identity. Plenty of companies are already working towards this shift by building platform-agnostic identity solutions for the web that can be scaled. Notably, recognizes the importance of being able to prove your online identity in a secure way that helps you to keep your credentials and information private. They currently offer a decentralized, identity system called for organizations. Microsoft [11] Azure AD Verifiable Credentials Examples of other companies that work on decentralized, blockchain-based identity systems are , , , , and . ONTology XSL Labs Cheqd Sovrin Decentralized Identity Foundation When digital identity solutions such as these become widely used, authorization with username and password or with social identity via accounts on Google, Facebook, or Twitter will be ancient history. Instead, you will own a unique digital passport that can be authorized by a peer-to-peer network in the place of an intermediary every time you register for a new online service. You can also decide what pieces of data to make available, to whom, and under what conditions. For example, if an application is age-restricted, you can prove with your digital passport that you are above a certain age without providing any further information such as your birthday. Or if an agency is interested in using your consumer preferences for commercial or statistical purposes you can set a price for giving them access to your data. [12] [13] That is only fair. Everything we do online leaves a digital footprint. These digital footprints are picked up by monopolistic technology companies and used as lubrication for algorithms and AI. Although they have no rightful claim to extract our subtle pieces of information for free. If nothing changes, the dystopian vision of dead internet theory could eventually become true. The internet may become a twilight zone controlled by powerful, proprietary-owned AI that will continue to make great profits from our personalities, beliefs, and human qualities. Luckily, the explosion in blockchain innovation and the hype surrounding web 3.0 are raising awareness of the digital identity problem and the current lack of data ownership for internet users. Kaitlyn Tiffany (Aug 31, 2021), Maybe You Missed It, but the Internet “Died” Five Years Ago -> (13–02–2022). [1] https://www.theatlantic.com/technology/archive/2021/08/dead-internet-theory-wrong-but-feels-true/619937/ Kaitlyn Tiffany (2021), “Maybe You Missed It, but the Internet ‘Died’ Five Years Ago” -> . [2] https://www.theatlantic.com/technology/archive/2021/08/dead-internet-theory-wrong-but-feels-true/619937/ (18–02–2022). [3] https://forum.agoraroad.com/index.php?threads/dead-internet-theory-most-of-the-internet-is-fake.3011/ Ibid. [4] Normalfag: slang for average internet use [5] Barracuda (Sep 2021), Bot Attacks: Top Threats and Trends -> [6] https://assets.barracuda.com/assets/docs/dms/Bot_Attacks_report_vol1_EN.pdf (12–02–2021). [7] https://www.theguardian.com/technology/2017/nov/15/tim-berners-lee-world-wide-web-net-neutrality Emily Nicolle (12–02–2022), Andreessen’s Dixon Spies Riches in Web3. Others See ‘Rubbish’ -> . [8] https://www.bloomberg.com/news/articles/2022-02-12/andreessen-horowitz-a16z-s-chris-dixon-sees-web3-riches-others-see-rubbish?srnd=cryptocurrencies (12–02–2022). [9] https://uk.pcmag.com/old-cloud-infrastructure/131713/four-companies-control-67-of-the-worlds-cloud-infrastructure See (18–02–2022)- [10] https://i.redd.it/njml2ng9j7h81.png Quote from Azure Friday (16. August 2019), An introduction to [11] https://docs.microsoft.com/da-dk/shows/Azure-Friday/An-introduction-to-decentralized-identities George Zarkadakis, The Internet Is Dead: Long Live the Internet, pg. 49. From Werthner et. al Perspective on Digital Humanism (2022), Springer. [12] Ibid. [13] Co-published here.

Explore the Problem of Digital Identities and the Impending Doom of the Dead Internet 

Seamless integration of tools and data sources has become the cornerstone of efficiency and innovation. HubSpot stands as a prominent figure for all things Sales and Marketing. However, in this blog, we . delve into how HubSpot data finds applications in custom business operations lying outside its out-of-the-box capabilities We'll explore how integration empowers developers to craft bespoke tools that merge HubSpot data with that of other sources, enhancing operational efficiency across enterprises. low-code The Need for Custom Operational Efficiency Tools Companies today are driven by the need for seamless data integration across diverse tools. of Frendy Fashion. Their customer success representatives must pull data from HubSpot, Zendesk, and Stripe for every return/refund query, creating a consolidated profile to process requests. This process consumes significant time and hampers query resolution speed. Integrating these data sources into a single point of truth can expedite response times and enhance customer experiences. Consider this hypothetical case The Versatility of HubSpot Data The integration of HubSpot's data with various tools empowers companies to optimize operations, refine customer interactions, and boost efficiency. Consider these use cases: : Join HubSpot data with marketing analytics platforms to track and measure the success of campaigns. This provides valuable insights into the and channels. Marketing Campaign Insights effectiveness of different marketing strategies : Combine with financial and sales data through integration to generate accurate sales forecasts. This , and setting achievable sales targets. Sales Forecasting HubSpot's CRM data aids in strategic planning, resource allocation : Link HubSpot with an e-commerce platform to gain a comprehensive view of customer behavior. This integration can help , and optimize the customer journey. E-commerce Integration tailor marketing efforts, offer personalized product recommendations : Integrate HubSpot with event management tools to seamlessly manage event registrations, track attendance, and automate follow-up communication. This . Event Management enhances lead nurturing and engagement after events : Connect HubSpot with supply chain systems to , shipping information, and inventory availability. This ensures accurate and timely communication to customers. Supply Chain Management provide real-time updates on order statuses : Integrate HubSpot with financial systems to gain . This integration supports credit control, risk assessment, and financial decision-making. Financial Insights insights into customer transaction history and payment status : Integrate HubSpot with customer support ticketing systems and communication tools. This integration allows customer support representatives to , enabling them to provide more personalized and effective support. It also facilitates seamless coordination among support teams and enhances issue resolution speed. Enhanced Customer Support access comprehensive customer profiles, purchase histories, and interactions The Landscape of HubSpot Integration : HubSpot readily connects with tools that enhance marketing and sales efforts. Yet, as businesses evolve, so do their operational needs. The demand for , project management systems, e-commerce platforms, and beyond. To cater to these diverse demands, we must look beyond the boundaries of native integrations. Native Integrations with HubSpot personalized experiences necessitates connections with specialized tools : Imagine your marketing team gathering invaluable insights from HubSpot, syncing seamlessly with your custom analytics dashboard. Or your sales teams leveraging HubSpot data in real-time to execute targeted strategies that resonate with potential clients. These scenarios often demand more than standard integrations can provide. While HubSpot effortlessly links with several tools, the complexity of that transcends these connections. Challenges of Complex Integrations business operations demands a level of customization and precision Unlocking Potential With Low-Code Integration: Why Developers Need More Going back to Frendy Fashion’s story. The gap is clear, however, developer bandwidth remains a critical issue, so internal ops requirements take a backseat. That’s where low-code integration comes in to connect disparate data sources, designing a custom interface and giving the CSRs a personalized app to resolve queries faster. Developer Constraints and Complex Integrations While HubSpot offers a plethora of features, not every team has the luxury of time and resources to embark on extensive internal tool development. Often, the demands of customer-facing operations take precedence, leaving little room for additional development work. Moreover, building tools that seamlessly integrate HubSpot's data with other systems can be intricate and time-consuming, requiring specialized developer expertise. Enter Low-Code Development Low-code tools streamline integration and app development with a visual interface to build custom tools. Low-code platforms offer pre-built UI components and ready connectors to databases and applications like SQL database, Airtable, Google Sheets, HubSpot, Trello, Zendesk, Stripe, and more; automating user authentication and data handling. Low-code platforms simplify development, bringing in an abstraction layer while reducing the need for extensive coding, and offer pre-built connectors, user management, security, and automation blocks. They handle updates and scalability, making maintenance easier. While custom integrations provide tailored solutions, low-code tools excel in speed, simplicity, and accessibility, making them a preferable choice for organizations seeking quicker integration deployment without the hassles of handling dependencies on libraries, frameworks, and intensive development resources. Real-Life Success Stories: Low-Code Integration in Action : A financial services company seamlessly connects HubSpot with its client database using low-code. This integration automates client onboarding, ensuring data consistency across platforms and delivering a personalized experience from the get-go. Personalized Client Onboarding : An e-commerce retailer integrates HubSpot with its customer support system. This low-code integration captures customer interactions across platforms, providing the sales and support teams with a unified customer view that enhances engagement and support efficiency. Holistic Customer Insights : A marketing agency combines HubSpot with its social media scheduling tool through low-code. By syncing HubSpot's lead data with social media schedules, the agency orchestrates targeted campaigns based on real-time insights. Automated Social Media Campaigns : An education institution integrates HubSpot with its accounting software via low-code. This integration automates the process of tracking payments, ensuring timely follow-ups and accurate financial management. Effortless Financial Tracking : An event planning company integrates HubSpot with its event management platform using low-code. Attendee data flows seamlessly between systems, enabling targeted communication and an enhanced event experience. Personalized Event Management : A data-driven marketing team integrates HubSpot with its data analytics tool via low-code. This integration empowers the team to create highly targeted campaigns based on real-time customer behavior insights. Insights-Driven Marketing These examples showcase the power of integrating HubSpot with multiple tools and data sources to build custom solutions that enhance efficiency, customer engagement, and decision-making across various business functions. Types of Low-Code Tools to Consume HubSpot (and Other) APIs BPM Workflow tools – , , Kissflow Pipefy Workato In the automation tools category, processes are defined by triggers, actions, and well-defined stages. Tools like Kissflow, and Workato are pretty popular for their workflow capabilities. These platforms are industry-agnostic, driving business process workflows for simple to complex processes. Integration platforms – , , Zapier Make Tray Integration platforms include the likes of Zapier, Tray, Make (previously Integromat), etc. Zapier, in particular, has done an impressive job at providing ready-to-use zaps for non-coders to get their hands dirty with marketing integrations. All-in-one platforms (App builders) – , , DronaHQ Glide Monday You also get platforms that provide a host of more capabilities such as creative designing, UI capabilities, integration using APIs, user access management, distribution management, and of course, automation capabilities to run trigger-based workflows. Platforms include  DronaHQ, Bubble, Glide, Retool (each offering its own set of specialties), and more. The Uniqueness of Custom Solutions In the ever-evolving landscape of business technology, the synergy between HubSpot and low-code integration stands as a testament to innovation. While HubSpot's rich features empower businesses, custom operational efficiency tools often require a higher level of personalization. The constraints of developer availability and complex integrations can hinder progress. This is where low-code development shines, democratizing the creation of custom tools and bridging the gap between HubSpot's capabilities and unique business needs. By embracing low-code development, businesses can empower teams to swiftly build tools that streamline operations, enhance customer experiences, and unlock the full potential of HubSpot's data-rich environment.

Unleashing HubSpot's Potential: Leveraging Low-Code Integration for Hyper-Personalized Apps

StarkDeFi announces the closing 10 days of their innovative ReGenesis campaign—A Blend of Traditional Leaderboard and Gamification. StarkDeFi, a leading provider of DeFi solutions built on StarkNet, is entering the final stretch of its standout ReGenesis campaign. The campaign deviates from the current market trend, featuring a gamified twist to the traditional leaderboard approach. The project hints at entering a new phase, stating, “After this, ReGenesis goes into intermission - a mission of its own,” signifying exciting developments are on the horizon. As a project poised to launch one of StarkNet's initial tokens, users have been staying active, accumulating Regenesis Cores, which are exchangeable for $SDC, StarkDeFi’s native token. "StarkDeFi is driven by the ambition to reshape existing StarkNet protocols through its unique UI. We took it upon ourselves to design an exceptional user experience that extends beyond our application and revolutionizes our leaderboard campaign," said the COO of StarkDeFi. "By incorporating interactive gaming elements, we believe we've established a user-focused campaign that stands unparalleled among other StarkNet builders." StarkDeFi strives to be the ultimate destination for all things DeFi on Starknet. Although it's still in its infancy, having launched on mainnet in December 2023, the project is gaining significant momentum. Notably, Brian D Evans, a serial entrepreneur and marketing maestro, recently joined as an advisor. Moreover, the project enjoys visual contributions from an undisclosed artist who also played a significant role in designing projects for the Al Wasl Dome in Dubai and Vivid Festival in Sydney, Australia. “StarkDeFi is building an entire suite of DeFi solutions. Whilst we currently offer an AMM (automated market maker) and soon-to-launch Liquidity Locker, we have an array of products, such as StarkPad, the only native launchpad on Starknet, Limit Orders, and Synergy Pools (a zero loss, prize savings protocol). We are also set to launch a few more products, which can be integrated into our current offerings to increase user experience, however, we have to leave something to the imagination” commented their COO. The team comprises global talent with a collective experience of over 20 years. Led by four co-founders, each boasting unique expertise in web3, they are proud of their diverse team. Moreover, StarkDeFi collaborates with a plethora of esteemed partners such as Chainlink Build, Seedify, Trireme Trading, and Gate.io Labs, among others. To learn more about StarkDeFi, please visit here About StarkDeFi StarkDeFi is a permissionless and trustless hub of comprehensive Defi solutions built to leverage ZK-Rollup on StarkNet's L2 over Ethereum. This story was distributed as a release by BTCWire under HackerNoon’s Business Blogging Program. Learn more about the program here: https://business.hackernoon.com/

StarkDeFi’s ReGenesis countdown is on for DeFi solutions hubs campaign

DeFi সমাধান হাব প্রচারের জন্য StarkDeFi এর ReGenesis কাউন্টডাউন চালু আছে

Der ReGenesis-Countdown von StarkDeFi für die DeFi-Solutions-Hubs-Kampagne läuft

La cuenta regresiva de ReGenesis de StarkDeFi ha comenzado para la campaña de centros de soluciones DeFi

Le compte à rebours ReGenesis de StarkDeFi est lancé pour la campagne des hubs de solutions DeFi

DeFi समाधान हब अभियान के लिए StarkDeFi की रीजेनेसिस उलटी गिनती जारी है

StarkDeFi の DeFi ソリューション ハブ キャンペーンの ReGenesis カウントダウンが始まります

DeFi 솔루션 허브 캠페인을 위한 StarkDeFi의 ReGenesis 카운트다운이 시작되었습니다

A contagem regressiva ReGenesis da StarkDeFi começou para a campanha de hubs de soluções DeFi

Обратный отсчет ReGenesis от StarkDeFi включен для кампании центров решений DeFi

StarkDeFi'nin DeFi çözüm merkezleri kampanyası için ReGenesis geri sayımı başladı

Chương trình đếm ngược ReGenesis của StarkDeFi đang được bật cho chiến dịch trung tâm giải pháp DeFi

StarkDeFi 的 DeFi 解决方案中心活动 ReGenesis 倒计时已开始

What comes to mind when you think of the word “boring”? A few years ago, if you’d asked marketers, they would’ve laughed and said business-to-business marketing. In 2024, things might have changed for better or worse(?). I’ll let you decide. One fine Saturday evening, a marketer on LinkedIn called out HubSpot’s social media profiles as idiotic and stirred quite a frenzy. To some, the post ‘seemed’ like a shade to Gen Z—as seems to be the case among the ‘booming’ generations—so they made sure the poster knew how “out of touch” they were. But as you’ll notice from the engagement numbers and comments, the post had supporters as well. Now, I don’t indulge in slander on social media, but the comments had me hooked for a good 10 minutes. And then fleeing off to to see what all the fuss was about. Hubspot’s page Here’s a little sneak peek for y'all. For a second there, I had to do a double take. Were the posts ? Sure. But this was quite uncharacteristic of the brand I’ve always known HubSpot to be: helpful, friendly, and sympathetic. funny These were straight-up “we’re trying to appeal to Gen Z” posts. But do you blame them? By 2025, nearly will comprise Gen Z. And from the looks of it, the strategy seems to be working spectacularly. 27% of the current workforce HubSpot recently crossed one million followers on LinkedIn, a feat few have managed in the B2B space. Their engagement numbers are also visibly soaring across social media. They’re trying to do what most B2B brands do when they’re called boring — Switch to humor This brilliant gives a snapshot of how Gen Z is stereotypically represented. infographic by McCrindle If you consider the image above, you can easily make the connection between Gen Z preferences and HubSpot’s social feeds. They’re using small cases and slang like the Zoomers Indulge in shitposting to share “relatable” moments for marketers and sales pros More video content Informative and visually appealing carousels Product and partnership updates Bouncing on the latest pop culture moment Then shitposting some more This is what you’d call being “unhinged”—something you’ll notice only B2C brands execute on social media. And that is why the amount of engagement HubSpot has garnered following the switch in strategy is so interesting. Most upcoming B2B brands don’t find creative inspiration from past examples. They find the usual by-the-book, monotonous stuff because no one’s innovating anymore. They’re all following the same playbooks as everyone else. As , a seasoned content marketer, also highlights in his : Jason Patterson LinkedIn article “When people talk about the top B2B brands, they’ll point to IBM, GE, HPE, Cisco, and the like. But those companies are old (or have old origins). Few remember how they were built anymore. And they aren’t so much building their brands at this point as maintaining them, or repositioning them.” Now, I wouldn’t go as far as to call HubSpot’s new social strategy “innovative”— as some supporters have. Tuning into humor is a classic tactic to be less boring. But it’s definitely a glitch-in-the-matrix event coming from a billion-dollar B2B company. So naturally, it’s going to have a ripple effect. Or maybe, it already has. In the End—It’s Your Audience That Knows Best Ever wondered why B2B marketing is so dry? I feel the opinion is mostly held in contrast to the emotionally charged marketing common in B2C. But another, more reasonable argument is that B2B audiences generally have a disinterest (even scorn) for any “fluff” marketing. They want the information in a direct, concise manner, without the bells and whistles. Unfortunately for marketers, that often spells boring, corporate-speak. Or so they think. Coming back to HubSpot’s example—amid the naysayers and the supporters, one commenter rightly pointed out the best way to approach the criticism: In the end, business-to-business is also people-to-people marketing. And while some may appreciate (even love) a humorous, witty approach to marketing—some might not. It’s for you to find out what works and resonates with audience. your HubSpot sells a collection of horizontal products to a wide range of industries. So they can market to everyone, anyone. That’s the reason their current social media strategy seems like it’s working. If a company selling niche software were to copy the same formula, it would probably look tone-deaf and waste marketing dollars. So if I were to leave you with any piece of advice, it’s this: Listen to your audience. Talk to them, because they know best. P.S. In case you’re wondering—a “canon event” according to the comes “from the movie (Spider-Man: Across the Spider-Verse) it is an inevitable event or action good or bad that is supposed to happen that results your future self.” Urban Dictionary Please ask a Gen Z for further details!

Why HubSpot Going ‘Unhinged’ on LinkedIn is a Canon Event for B2B

কেন HubSpot LinkedIn-এ 'Unhinged' হচ্ছে B2B-এর জন্য একটি ক্যানন ইভেন্ট

Warum HubSpot auf LinkedIn „aus den Angeln gehoben“ wird, ist ein Canon-Event für B2B

Por qué HubSpot se vuelve "desquiciado" en LinkedIn es un evento de Canon para B2B

Pourquoi HubSpot devient « déséquilibré » sur LinkedIn est un événement Canon pour le B2B

लिंक्डइन पर हबस्पॉट 'अनहिंग्ड' क्यों हो रहा है, यह बी2बी के लिए एक कैनन इवेंट है

LinkedIn 上で HubSpot が「不安定」になる理由が B2B 向けのキヤノン イベントである理由

LinkedIn에서 HubSpot이 'Unhinged'되는 이유는 B2B를 위한 캐논 이벤트입니다.

Por que o HubSpot está ‘desequilibrado’ no LinkedIn é um evento da Canon para B2B

Почему HubSpot «расшатывается» на LinkedIn — это событие Canon для B2B

HubSpot'un LinkedIn'de 'Hinged' Olması Neden B2B için bir Canon Etkinliğidir?

Tại sao HubSpot lại 'không hoạt động' trên LinkedIn là một sự kiện của Canon dành cho B2B

为什么 HubSpot 在 LinkedIn 上“疯狂”是 B2B 的经典事件

5 Integrations in React: Contentful, Tilda, Hubspot, Typeform, Builder.io

I have been a product designer for nearly a decade now, and most of these years I spent in San Francisco. This period encompasses the gained experience at such tech giants as Twitter, Lyft, and Meta. Yet, in the last couple of years, the vector of my development has changed both professionally and geographically: from Big Tech, it switched to a smaller startup, and San Francisco became London. Such a rapid shift gave me some insights into working as a designer in certain conditions, simultaneously making me realize that being in a profession in no way depends on the place where you live or work. The Tech-Immersed Life in San Francisco There’s a certain energy in San Francisco that’s hard to articulate but immediately palpable to anyone who's spent time working and living in the city. Here, nestled between the Pacific Ocean and Silicon Valley, is the epicenter of tech innovation – a city that has embraced the future like no other. For many years, this was my world. Working in the beating heart of the tech industry, I was surrounded by the most innovative minds, cutting-edge technologies, and groundbreaking ideas. Tech permeated every part of life here, from the tables at restaurants and bars to the job descriptions of even non-technical roles such as lawyers or HR personnel. I would often say it felt like we were living five years ahead of the rest of the US, with things like ordering food or cabs by apps being constantly beta throughout the city over the years. However, even as I reveled in this energetic and innovative environment, a desire to explore beyond the familiar and venture into new territories started to take root. San Francisco, fondly referred to as the tech capital of the world, is an incubator of cutting-edge innovation and creativity. It's hard to describe the energy that pervades the city, especially when you’re involved in the tech scene. There's a sense of relentless pursuit, of constantly challenging the status quo, and a genuine belief in the power of technology to transform lives and reshape the world. It's like living in a bubble, a tech bubble, where every conversation, every social interaction, and every moment is somehow influenced by or linked to the tech industry. Yet, after several years immersed in this tech culture, I began to crave a different perspective, a broader worldview. That's when London beckoned. So, after years of designing experiences at some of the most globally recognized tech companies, I decided to venture out and swap the iconic Golden Gate Bridge's picturesque view for London’s historic skyline, teeming with centuries-old architecture punctuated by modern skyscrapers. The decision to cross the Atlantic was motivated by a quest for new experiences, personal growth, and the desire to offer my young son the opportunity to grow up in a truly global city surrounded by diverse cultures and histories. London’s Unique Blend of Tradition and Innovation Swapping San Francisco's tech-dominated landscape for London's diverse cultural and professional tapestry was both refreshing and challenging. I moved to London to work with Meta, and in doing that, I had to make the decision to work on smaller projects within the company, as most of the core projects in the big tech companies will be kept closer to HQ. The transition wasn't just geographical; it also marked a shift in perspective, a transition from a tech-dominated bubble to a city where tech was just one among many thriving sectors. In London, I found a city steeped in history and tradition yet brimming with innovative ideas and an unmistakable entrepreneurial spirit. London’s tech scene was certainly alive and growing, but not quite at the scale you would have encountered in San Francisco. The city's rich banking history had a profound influence on its tech landscape, with a burgeoning number of fintech startups making their presence known. This was a marked difference from San Francisco's tech company diversity, where you’d find startups ranging from self-driving cars to healthcare tech to social media platforms. Here, London’s past and present intertwined to give birth to a unique tech ecosystem, one that combined the city’s financial acumen with its digital ambitions. One of the most significant changes I experienced moving from San Francisco to London was the emphasis on work-life balance and personal time. In San Francisco, the line between work and personal time was often blurred. The fast-paced, always-on tech culture had a way of seeping into your personal life, turning what should have been leisure time into an extension of the workday. You can hardly have a conversation in a bar, restaurant, or cafe without overhearing the table next to you, talking about their latest round of fundraising, sprint frustrations, or startup ideas. Contrastingly, the work culture in London's tech scene, though influenced by the American paradigm, has a tinge of the European values of your own personal time being more integrated into professional life. This means an emphasis on work-life balance, more flexible work hours, and comparatively generous provisions for personal time off, including holiday entitlements. The British working culture champions the belief that happy, well-rested employees are more productive and creative, and thus it places considerable emphasis on providing employees with space for relaxation and rejuvenation. In addition to the work-life balance, the diversity in London's tech scene was something to marvel at. While San Francisco certainly draws its own diverse set of people to come and create things, I have found London's tech industry is a massive melting pot of different industries, cultural backgrounds, and professional experiences. This mix of perspectives brought a unique flavor to the city's tech scene, one that enriched the design process and broadened my horizons. Even though I had shifted from a world-renowned tech hub to a city with a burgeoning tech scene, I didn’t feel like I was moving backward or stepping down. On the contrary, London offered a unique blend of tradition and innovation, a chance for my family life and professional life to come together and create something exciting and sustainable for the stage in life I am in. This gave me the opportunity to expand outside the bubble I had grown to know and focus on giving my son access to world-class education, culture, diversity, and experiences beyond what I could find in the Bay Area. Learning and Evolving on a New Path The change in scenery also brought along a change in my career trajectory. After years of working for big tech companies, I felt a pull towards the start-up scene. I wanted to explore new paths in technology at smaller companies while having the security of a visa that allows me to take chances on younger companies. So, I made the transition from big tech to a startup. Leveraging my big tech experience at a startup required a shift in mindset. While big tech offered a wealth of resources and the chance to impact billions of users worldwide, startups required more agility, flexibility, and a hands-on approach. At a startup, I had the opportunity to wear multiple hats, to be both a designer and a decision-maker. The impact of my work was immediately visible and tangible. And the skills I had honed at big tech – understanding user needs, data-driven design, and collaboration – became invaluable in this new environment. Reflecting on my journey from San Francisco to London, from big tech to a startup, I’ve realized that while the settings may change, the fundamental principles of design remain the same. The core skills I developed at big tech were all equally relevant and valuable in a startup environment. As designers, we’re not defined by our geographies or by the size of the companies we work for. Rather, we are defined by our ability to understand people, to empathize with users, and to leverage that understanding to create meaningful and impactful experiences. Whether it's in San Francisco or London, in a tech giant or a budding startup, the goal remains the same: to use design as a tool to improve people’s lives. From the relentless energy of San Francisco to the historic charm of London, from the big tech giants to an innovative startup, my journey so far has been an exciting ride. And as I continue to traverse this path, I carry with me the lessons from each experience. After all, design is about more than just creating attractive interfaces or seamless experiences. It's about understanding people, cultures, and societies and using that understanding to create products that make a positive impact on people's lives. And that, to me, is the true beauty of being a designer – the ability to influence, inspire, and impact lives, no matter where you are in the world.

From San Francisco to London: A Designer's Tale of Two Tech Hubs

In a famous scene towards the end of Indy, the story’s protagonist (along with his cohorts and a few rivals) set out to find the Holy Grail, a fabled cup thought to grant immortality to anyone who drinks from it. When he and his fellow Grail seekers finally reach the end of their odyssey, they find themselves in a room containing many Grail-like objects, guarded by a Knight. Here they learn that their trials are not yet over. “Choose wisely,” the Knight says, “for while the true Grail will bring you life, the false Grail will take it from you.” That is to say, drinking from the real Holy Grail will indeed have the desired effects, but sipping from any other goblet will result in . Indiana Jones and the Last Crusade, having a very bad day Your company’s data plan is the Holy Grail of your organization’s data strategy. While developing this document is not necessarily as harrowing as Indy’s quest, it does entail a significant amount of strategizing, collaborating, and creative thinking on part of the stakeholders involved. The “life” the Grail delivers is akin to the benefits that teams reap from the data plan––mainly, the ability to leverage quality, complete, and accurate data. Realizing these benefits hinges on a choice––that is, developers must choose to use the most recent version of the plan as the basis for implementing data collection. Finally, Indy was able to recognize the true Grail by its simple, unadorned appearance that made it look like the “cup of a carpenter” as he remarked. A data plan is similarly simple yet powerful––a straightforward solution to a complex problem. If you push event-collection code based on an outdated data plan version to production, the work that went into creating that latest version of the data plan will not come to fruition, and marketers and PMs may make decisions based on outdated data. Worst of all, engineers will need to spend time rectifying this error, which could entail not only finding and eliminating the source, but purging it from pipelines and downstream systems as well. This is why we at mParticle built . The tool came to life thanks to the creativity of Alex Sapountzis, an engineer who likes to make life easier for other engineers, especially those who spend much of their time working in web environments. In addition to Smartype Hubs, Alex has built developer-centric , , , and a that can be used to communicate with various mParticle services. Before we dive into what Smartype Hubs are, how they work, and how you can get them set up in your projects, it’s worth revisiting the tool whose functionality they help extend and improve: Smartype. Smartype Hubs Web SDKs Media-focused data collection SDKs Linting tools Command Line Interface Smartype: A brief overview is a tool that automatically translates a data plan represented as JSON schema into usable code for iOS, Android, and Web platforms, exposes these methods via an API, and enables developers to call events within the auto-complete function in their IDE of choice, rather than implementing them manually. Using Smartype, engineers do not have to reference the details of their data model (like attribute names, data types, etc.) in order to correctly implement the data plan. This benefits developers not only by streamlining the data plan implementation process, but by avoiding time-consuming debugging that could result from these errors as well. Smartype To learn more about Smartype, check out this , or of how to use it to send user events to any third-party database or library. overview of its functionality this walkthrough Extending the audience and use cases for Smartype with Smartype Hubs Smartype Hubs are a collection of scripts and Github Actions that provide a way for engineering teams to automatically synchronize data plan versions as part of their CI/CD process. Additionally, Smartype Hubs generate custom Smartype SDKs based on this latest data plan version that can be imported into your organization’s Github projects via NPM. The latter benefit is particularly useful for engineers working on web projects, who commonly work with stacks in the JavaScript/Typescript ecosystem. Since Smartype is built on Java and Kotlin, having a tool that bridges the gap between Smartype’s Java foundation and the web-native languages with which front-end developers commonly work is beneficial. “As engineering projects evolve,” Sapountzis says, “it becomes computationally and mentally expensive to require an engineer to introduce another layer to their stack. Over the last decade, many “Full Stack” engineering roles are replacing other “backend” technologies with JavaScript/TypeScript across the stack. I thought it would be great to let them not have to complicate their stack to get the benefits of Smartype.” Getting started with Smartype Hubs To start using Smartype Hubs, you need to have access to an mParticle workspace. Once you do, within this workspace, then . Next, create the actual hub (a Github repository) by selecting the “Use this template” button at the top of . create one or more Data Plans generate an API key and secret this example Next, clone your hub locally, and edit the file at the root of this repo with the Data Plan ID and versions you would like to sync to the Hub: mp.config.json {
  "smartypeHubConfig": {
    "dataPlans": [
      {
        "dataPlanId": "example_data_plan",
        "versions": [1, 2, 3]
      },
      {
        "dataPlanId": "another_example_data_plan",
        "versions": [1]
      }
    ],

    // This is the directory where data plans will be created
    // The directory must exist in your file system before you run the process
    "dataplanOutputDirectory": "dataplans"
  }
} Now you’ll need to tell your hub which mParticle workspace/client ID and client secret to look for when fetching your data plan by adding some encrypted secrets to your Hub. To do this, click Settings => Secrets => ”New repository secret”, and add the following: MP_WORKSPACE_ID: The integer ID of the workspace that contains your Data Plan(s)
MP_CLIENT_ID: A client ID with access to the Data Planning API
MP_CLIENT_SECRET: A matching client secret with access to the Data Planning API Now that your Smartype Hub knows where to find your data plan, it’s time for the magic to happen. Smartype Hubs uses Github Actions to fetch the specified Data Plan and generate your Smartype SDKs. Within the “Actions” tab of your Hub’s repo, click “Generate Data Plans,” select the “Run Workflow” dropdown, choose your desired branch, the click the “Run Workflow” button: Once the job is complete, your Smartype Hub will have done three things: Retrieved the latest version of your specified Data Plan from your mParticle workspace Created Smartype SDKs based on this version Published these SDKs as NPM packages to your organization’s Github Package Registry under a name based on your Github owner account, the name of your Hub, and a Data Plan ID. Since the npm packages that Smartype Hubs generates are not published to the NPM registry but to your Github Package Registry, anyone importing them into a project must be part of your organization. Importing a Smartype Hub Package into your projects Now that your packages have been generated, you can import both the latest version of your data plan and the Smartype SDKs based on this plan into your project. To do this, first create an file in the root directory of your project with your Github account owner and registry URL. For example, if your company name were Higgs, you would add the following to your file: .npmrc .npmrc @higgs:registry=https://npm.pkg.github.com/ Now you can run an from the command: npm install npm install @<higgs>/<smartype-package-distribution> This will automatically update your package.json and add the latest version of your data plan to your project. Note that if you made your Smartype Hub private, you will need to make sure you configure authentication. All of the benefits of Smartype without switching development environments And that’s it! Now you have your latest data plan and Smartype SDKs in your projects, and you did this using web-centric languages and development tools––no Java installation was necessary. Smartype, and all of its code-completing, error-preventing, time-saving benefits, is now a part of your CI/CD process, as is the process of synchronizing your project with the latest version of the Data Plan in your mParticle workspace. Perhaps Alex sums it up best: “If Smartype can export your data plan into code that works for your platform, why bother having to use Java when you can just import your data plan as a package in your language of choice?” Want to receive curated reads from the data engineering landscape? Sign up for mParticle’s . Written by developers, for developers, including content such as technical blog posts, documentation updates, and curated reads from the data engineering landscape. mPulse Developer Digest

Smartype Hubs: Keeping Developers in Sync With Your Data Plan

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