HubSpot’s 2025 State of Marketing & Trends Report, drawing insights from over 1,700 global marketers, presents a comprehensive analysis of the evolving marketing landscape.
The Great Attention Shift
A significant transformation in marketing strategy is underway, emphasizing the need to “scale attention” rather than merely increasing traffic. Kieran Flanagan, HubSpot’s SVP of Marketing, notes, “Instead of scaling traffic, we need to scale attention. It’s different. Marketers need to learn a new skill set.” This shift is driven by information overload and heightened audience expectations. Data reveals that 82% of marketers reported effective strategies in 2024. However, a disparity exists: 87% effectiveness among those using connected CRM systems like HubSpot, compared to 52% without such systems, highlighting the importance of integrated, data-driven approaches.
AI: The New Team Member
Artificial Intelligence (AI) is profoundly impacting marketing roles, with 92% of marketers acknowledging its influence; over one-third report a “very significant” impact. Despite this, 54% feel overwhelmed by AI implementation, and only 47% understand how to measure its effectiveness. AI adoption is accelerating, with 25% planning to use AI for multi-modal campaigns and 20% deploying AI agents for end-to-end automation. AI proves valuable in content creation, research, data analysis, and brainstorming, effectively acting as an additional team member.
The Visual-First Future
Content marketing is shifting decisively toward visual storytelling. Short-form video has emerged as the top-performing format across both B2B and B2C sectors, aligning with the growing influence of platforms like YouTube, Instagram, and TikTok, identified as leading channels for 2025. Audio content is also experiencing growth, with 91% of marketers planning to maintain or increase podcast investments. The average adult now listens to approximately eight hours of podcasts weekly, with 46% of weekly listeners making purchases based on podcast recommendations.
The Authenticity Imperative
As AI usage grows, so does the importance of authentic human connection. The report indicates that 92% of marketers plan to maintain or increase brand awareness investments, focusing on authentic storytelling and value-driven content. This trend is particularly relevant when targeting Millennial and Gen Z audiences, who now represent the largest demographic focus for marketers (73-74% targeting Millennials). These generations show a strong preference for brands that demonstrate authentic values and social responsibility, with 65% of marketers reporting success when addressing social issues in their campaigns.
The Power of Personalization
Personalized experiences have become a powerful driver of sales, with 96% of marketers reporting increased sales due to personalization efforts. Consumers seek experiences tailored to their specific interests, from customized emails to personalized landing pages. This success is driving investment in data quality and privacy measures, as marketers navigate the challenges of consumer data resistance and increased privacy regulations.
Looking Ahead: The New Marketing Team
The report offers a glimpse into the future of marketing team structures, with top priority roles for 2025 reflecting the industry’s evolution:
- Social Media Coordinator (16%): Managing and curating content across social platforms.
- Content Creator (16%): Developing engaging and relevant content to attract target audiences.
- Social Media Strategist (15%): Crafting strategies to enhance brand presence on social platforms.
- Creative Director (14%): Overseeing creative processes and ensuring brand consistency.
- Marketing Data Analyst (13%): Interpreting data to inform marketing strategies.
This blend of creative and analytical roles suggests a future where successful marketing teams balance technical expertise with creative storytelling abilities.
The Bottom Line
The 2025 State of Marketing Report depicts an industry in transformation. Success in this new landscape requires marketers to master a complex balance: leveraging AI for efficiency while maintaining authentic human connections, scaling attention rather than just traffic, and delivering personalized experiences while respecting privacy concerns. As Emmy Jonassen, VP of Marketing at HubSpot, puts it: “Never in the history of marketing have we been able to do something like this.” The tools and opportunities are unprecedented, but so are the challenges. Marketers who will thrive in 2025 and beyond will be those who can harness new technologies while keeping their focus firmly on authentic human connection and value creation.
These insights underscore the evolving dynamics of the marketing industry, emphasizing the importance of adaptability and innovation in engaging modern consumers.
