The release of HubSpot’s “The 2025 State of Marketing Report” is a good opportunity to not only take the pulse of marketing today, but the 44-page document is chock full of actionable insights.
“Marketing is evolving at lightning speed, with AI leading the charge,” says HubSpot. “We've analyzed what’s driving growth and what’s no longer working. This report explores the trends, tools, and strategies that will define your 2025 marketing strategy and help you stay ahead in an AI-first world.”
The annual report reveals that artificial intelligence (AI), shifting audience priorities, and a renewed focus on authenticity are reshaping how brands connect with consumers.
“A smarter, better, faster, and more human 2025,” is how HubSpot sums it up.
Whether you’re a seasoned marketer or just starting out, here are six essential takeaways from the HubSpot 2025 industry report to help you stay ahead.
AI Is Now Essential — But There’s a Learning Curve
Artificial intelligence has become a cornerstone of marketing strategy. According to HubSpot, 92 percent of marketers say AI has already impacted their roles, and more than a third say the impact is “very significant”.
AI is being used for everything from content creation to data analysis and campaign automation.
However, the rapid adoption of AI is not without its challenges:
- 54 percent of marketers feel overwhelmed by the prospect of implementing AI tools into their workflows.
- Only 47 percent feel confident in their understanding of how to use AI in their marketing strategy, and the same percentage feel prepared to measure its impact.
AI’s power lies in its ability to automate routine tasks, generate content at scale, and provide actionable insights. But marketers must invest in learning and adapting to these new tools to unlock their full potential.
“Marketers need to think – ‘A year from now, will I feel like I learned enough, tested enough, and evolved our strategies enough to keep up with the shifting landscape?’ The next decade will look a whole lot crazier than the past decade. If the answer is no, get into the mindset of embracing new tech, and don’t be afraid to move fast. Or, risk getting left behind,” advises Kipp Bodnar, CMO, HubSpot.
Content Creation: More, Faster — But Stay Authentic
The demand for content is skyrocketing, and AI is helping marketers keep up. Still, authenticity and brand values are more important than ever. Here’s how marketers are approaching content in 2025:
- Repurposing Content: Marketers are using AI to remix blogs into videos, podcasts into social posts, and more, maximizing reach across channels.
- Visual & Short-Form Content: Short-form video is now the top performing format for both B2B and B2C brands, followed by images and live video.
- Authenticity Matters: Brands are investing in content that reflects their values, with 65 percent reporting that addressing social issues in campaigns was effective.
Key content strategies for 2025:
- Use AI to turn text into multi-modal campaigns (video, audio, social).
- Prioritize user-generated content to build trust.
- Share behind-the-scenes and personality-led stories to connect with audiences.
- Invest in visual storytelling and short-form video for higher engagement.
“To capture audiences, marketing needs to be intelligent, visual, and brand-led,” concludes HubSpot.
Millennial and Gen Z Audiences Are the Priority
Generational shifts are driving a major realignment in marketing focus. Over 70 percent of marketers plan to target Millennials in 2025, with Gen Z close behind. Here’s why:
- Millennials and Gen Z are the largest and most influential buyer groups.
- These generations value sustainability, authenticity, and social responsibility — 63 percent of Millennials and 64 percent of Gen Z are willing to pay more for environmentally sustainable products.
- Gen Z prefers TikTok, Instagram, and YouTube, while Millennials use YouTube, Facebook, and Instagram, and are active podcast listeners.
To reach these audiences:
- Align your brand with causes they care about.
- Meet them on their preferred platforms with relevant, engaging content.
- Personalize experiences while respecting privacy.
Reaching these younger generations may be a tough task for marketers.
“Each generation has its own quirks and a shared lens through which they view personal and professional decisions. Gen Zers and Millennials grew up online, making them easy to target, but also making them the hardest audience to reach for both B2B and B2C brands, according to our recent survey,” says the HubSpot report.
From Traffic to Attention: The New Growth Metric
It’s no longer enough to just drive traffic; marketers need to capture and sustain attention. HubSpot’s report highlights a shift from “scaling traffic” to “scaling attention”.
What this means for marketers:
- Integrated CRM and analytics tools are crucial — 87 percent of marketers using connected CRMs report effective strategies, compared to just 52 percent without.
- Focus on experiences that engage audiences, such as interactive content, live streams, and community building.
- Use AI-powered analytics to optimize campaigns in real time and better understand what resonates.
“Marketing is going to change in 2025. Instead of scaling traffic, we need to scale attention. It’s different. Marketers need to learn a new skill set. A lot of the science of marketing will get automated by AI, leaving more time for the craft,” says Kieran Flanagan. SVP of Marketing, HubSpot.
Balancing Automation with Human Creativity
Automation is freeing up marketers to focus on what humans do best: creativity, empathy, and strategy. The most effective teams blend technical skills with creative thinking.
Key points:
- Marketing teams are prioritizing hires in social media, content creation, and data analysis to support both creative and analytical needs.
- AI handles the heavy lifting, but human oversight ensures content is on-brand and resonates emotionally.
- Authenticity and creativity remain the differentiators in a tech-driven landscape.
“The era of passive, one-size-fits-all marketing is over. Successful brands in 2025 will be the ones that actively listen, adapt, and engage with their audiences in real time,” says the report.
Data Quality and Privacy: The Next Competitive Edge
With personalization on the rise, data quality and privacy are top concerns. Marketers face challenges such as consumer resistance to data sharing, poor data quality, and stricter privacy regulations.
Top strategies for 2025:
Invest in first-party data as third-party cookies are phased out.
- Be transparent about data collection and use.
- Prioritize cybersecurity and compliance in all marketing tools and systems.
- Use AI to help manage, clean, and enrich data for better targeting and personalization.
It’s a Brave New Inbound Marketing World
2025 will be defined by the seamless integration of AI and human creativity, a relentless focus on authenticity and brand values, and a strategic shift toward capturing attention over traffic.
Marketers who invest in the right technology, prioritize younger audiences, and uphold data quality and privacy will be best positioned for growth.
“As marketers, we have an unprecedented opportunity to be smarter, more efficient, and more human in how we connect with our audiences. The tools are here, and the possibilities for creativity are endless,” summed up Flanagan.
HubSpot’s latest industry report makes it clear: the future belongs to marketers who can balance the power of technology with the irreplaceable value of human connection.
Contact adWhite today to learn more about integrating the HubSpot findings into your inbound marketing strategy.
