The HubSpot Blog's Marketing Leadership Report: How 720+ Brand Leaders Will Get Ahead in 2025 [+ How to Join Them]

2025 is apt going to beryllium nan astir absorbing twelvemonth frankincense acold for trading leadership. In nan past twelvemonth alone, you've had to navigate nan emergence of AI, changing user trends, and reliable economical times. 

56% of nan trading leaders successful our caller study opportunity trading has seen much alteration successful nan past 3 years than successful nan past 50. That intends it's clip for marketers to hole and adapt.

To thief you create a powerful and agile strategy for 2025, we‘ve surveyed 720+ trading executives connected nan biggest challenges, opportunities, and trends up of us. We besides sewage penetration from apical trading leaders. Let's dive in.

Top Marketing Leadership Trends successful 2025

1. Marketing leaders expect to look various information obstacles, nan accelerated alteration successful their audience's lives, and AI integration arsenic nan biggest challenges successful 2025.

Collecting information is becoming progressively difficult arsenic consumers go much concerned pinch protecting their privacy. Here are circumstantial obstacles from our survey:

• Nearly 21% of trading leaders opportunity a main obstacle is decreased user spot successful sharing individual data
• 18% opportunity accrued information privateness regulations
• 16% opportunity mediocre information quality

Adopting a data-driven strategy successful 2025 will require marketers to leverage devices and workflows that build spot and transparency surrounding personification data.

Parimal Deshpande, elder head of Product Marketing astatine Adobe Express, says, “These challenges are beforehand and halfway for marketers today. Adobe Express helps them navigate this scenery by providing devices built connected nan instauration of licensed content, ensuring businesses enactment compliant and protect nan IP of creators.”

According to Deshpande, spot besides needs to beryllium apical of mind erstwhile it comes to nan contented marketers create. He says marketers must create “authentic, standout materials that resonate pinch audiences.”

“Additionally, by integrating pinch platforms for illustration HubSpot, Adobe Express ensures marketers tin activity wrong trusted ecosystems to heighten information value and run effectiveness,” he says.

Thanks for nan shout-out, Deshpande!

Chad Sideris, Director of Marketing Tech & Lead Acquisition astatine Triage Staffing, says these information concerns are perfectly headwinds his section is facing. He explains:

“Now much than ever before, location is unit to supply worth upfront via tools, processes, and low-barrier-to-entry workflows to gain spot and person nan end-user that nan accusation shared pinch america will beryllium utilized to heighten their acquisition and velocity up their customer travel — not conscionable arsenic a intends to capable up their inbox pinch vaguely applicable messages astir a promotion for a class they aren’t moreover eligible for.”

2. Offering personalized customer experiences will stay important successful 2025, but 17% of marketers opportunity nan quickly changing lives of audiences airs a situation for personalization.

Our study shows that 89.64% of trading leaders person somewhat aliases very personalized experiences, and 85.77% work together that personalization increases income moderately aliases significantly.

However, we recovered that nan superior situation erstwhile creating personalized contented and experiences is keeping up pinch consumers' ever-changing preferences and behaviors.

So, what tin marketers do to reside this issue? Of course, I‘m ne'er 1 to coming problems without offering solutions. Moving into 2025, retrieve that personalization isn’t conscionable a intends for your marque to guidelines out; it's now a baseline expectation.

Instead, marketers will leverage much blase and move strategies that are elastic and adaptable to changing user needs. Sarah Howard, VP of Marketing astatine Aunt Flow, says personalization will beryllium important to customer retention successful 2025.

“We’re focusing connected hyper-personalization to speak straight to our divers audiences, A/B testing taxable lines to refine what resonates, and uncovering nan correct equilibrium betwixt acquisition astir nan menstrual activity and promotion of our products and partnerships,” Howard says successful regards to Aunt Flow's email strategy.

Howard says Aunt Flow intensely focuses connected building and maintaining meaningful relationships successful each aspects of its business, and creating personalized experiences is integral to these relationships.

That said, personalization astatine standard will beryllium a situation arsenic nan institution grows successful nan caller year.

“Balancing meaningful personalization pinch efficiency, segmenting campaigns to create nan correct messaging, and ensuring we enactment existent to our ngo while gathering business needs will ever require changeless refinement,” she says.

“However, we’re assured that our beardown narration pinch our increasing organization will proceed to beryllium a cardinal driver successful retaining customers and creating lifelong advocates!”

3. Marketing leaders work together that expanding gross and income is simply a apical extremity for 2025.

Increasing gross and income is simply a apical privilege for astir trading leaders successful 2025, pinch 20% saying it's their number 1 goal.

To summation revenue, trading leaders will want to place areas of nan customer travel that tin beryllium further optimized. For instance, possibly you‘ve observed your assemblage scope plateau-ing aliases moreover shrinking.

To proceed expanding revenue, you’ll request to consistently scope bigger pools of qualified leads. You mightiness do this by testing retired platforms for illustration TikTok aliases podcasting.

Alternatively, possibly you announcement your trading squad is attracting plentifulness of leads, but they‘re not converting astatine precocious rates.

To combat this challenge, you’ll want to create stronger offers aliases a much effective lead-generation strategy.

Marketing and income teams must besides activity intimately to guarantee their missions are aligned.

“In our 2025 planning, we’ve aligned intimately pinch nan income squad to guarantee our trading initiatives are targeted astatine nan correct audiences and straight support our monthly gross goals,” Howard says. “When trading and gross procreation activity manus successful hand, they create a powerful motor for success.”

4. Leveraging AI to move texts into multi-modal campaigns is nan apical inclination marketers are exploring.

Nearly a 4th of nan trading leaders successful our study (23%) opportunity nan apical inclination they're exploring is utilizing AI to person texts into run content, specified arsenic video demos, merchandise walkthroughts, and podcasts.

“In 2025, marketers look nan dual situation of making capable contented for their different audiences and channels, and creating contented that makes an impact,” Deshpande says. “AI tin beryllium an unthinkable accelerator to reside some erstwhile thoughtfully designed and deployed.”

However, we recovered that only 52% of marketers opportunity they person a clear knowing of utilizing successful marketing, and 53% tin measurement AI's effect connected trading efforts. We these stats being truthful similar, I tin confidently opportunity they propose these skills spell hand-in-hand.

By possessing nan techincal knowledge needed to usage AI successful marketing, you'll beryllium capable to use analytical skills to measurement its effect your efforts. Marketers who familiarize themselves pinch AI and go assured weilders of this exertion will spot awesome returns connected their finance and stay competitive.

Other Findings

• 20% of trading leaders opportunity creating value-aligned contented is simply a apical inclination successful 2025.
• 16% opportunity repurposing contented crossed channels is simply a cardinal strategy.
• Brand contented featuring manufacture experts is gaining traction, according to 21% of trading leaders.
• Top 3 astir valuable assemblage information comes from contented depletion habits, basal demographics, and shopping habits.
• Nearly 35% of trading leaders opportunity nan biggest alteration to trading manufacture is that focusing connected nan customer and their acquisition pinch your marque has go much important.
• 72% of trading leader successful our study are chiefly trying to scope millennials pinch their trading activities.
• The astir difficult property group to scope pinch trading contented is millennial, according to 40% of trading leaders.

More Data and Insights

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• How to Get Buy-In from Some of nan Top Marketing Leaders: 3 Execs Discuss What KPIs Matter to Them
• How to Create a Complete Marketing Strategy successful 2025 [Data + Expert Tips]
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