Email teams will face several top-down changes as the marketing industry is transformed into a more data-driven, AI-powered business this year, judging by a HubSpot study titled The State of Marketing.
Despite many alarms, marketers feel pretty sanguine — 82% felt their strategies were effective in 2024. And many are leaning into AI. Take those on the B2B side: they outline these five strategies for 2025.
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B2C marketers list a different order of imperatives for 2025:
In general, the respondents to this survey say the following activities became more important in 2024:
Another shift is in demographic targeting.
Marketing to Gen Z will be ramped up by 33% of B2B companies and 39% of B2C.
But millennials are the priority audience for 73% of B2B brands and 74% of B2C.
Gen X will be a focus for 40% of B2B and 43% of B2C. In contrast, only 15% of B2B and 29% of B2C are concentrating on Baby Boomers.
Looking for a new job? Brands are seeking to hire people in the following marketing roles in 2025:
HubSpot surveyed 1,200 marketers across North America, Europe, Asia, and Australia across industries to gain these data points.