What will marketing look like in 2025, and are we ready for it? As technology accelerates and consumer expectations evolve, we must rethink our strategies and embrace innovation, or risk falling behind.
HubSpot's State of Marketing Report, a resource that we look forward to each year, once again provides valuable insights into the state and future of our field. This year’s report focuses on two key trends: on one hand, the rise of generative AI that has fundamentally changed virtually every aspect of our work, and on the other, the growing importance of value-driven branding and human connection. These shifts raise an interesting question: How do we find the balance between leveraging new technologies and maintaining authenticity?
AI is transforming marketing (but it’s a work in progress)
Artificial intelligence is no longer a futuristic idea, it has become a practical tool. A versatile teammate that helps us with both creative and technical tasks without complaint – from brainstorming ideas and creating content to analyzing data, building spreadsheets, or even debugging code.
The adoption of AI isn’t without challenges, though. More than half (54%) of marketers admit to feeling overwhelmed by the technology. And once they've successfully integrated AI tools, a new hurdle emerges: measuring their impact. Currently, less than half (47%) of marketers have a clear framework for assessing AI's ROI.
AI is also changing the way people search for and consume information, pushing us to rethink our online presence. Instead of traditional search engines, people are increasingly using tools like ChatGPT, which requires a new approach to online marketing. The impact is already visible – almost half of marketers report an increase in website traffic due to consumer use of AI tools, and this is also reflected in future strategies – 19% of marketers are planning AI-specific SEO approaches for 2025.
Despite this learning curve, AI's influence is undeniable – 92% of marketers say it has already impacted their roles, signalling that the integration of AI will be essential for staying competitive in 2025. And in which areas are marketers currently using AI the most? According to the HubSpot study, content creation tops the list (35%), followed by data analysis and insights (30%), workflow automation (20%), and AI-powered research (15%).
If you’re looking for ways to implement AI effectively in your marketing strategy, send us an email at hubspot@actuado.com.
Visual content takes center stage
In 2025, marketers are continuing to lean heavily into visual storytelling to capture and hold their audience's attention. Short-form videos and images have overtaken text-heavy formats as the preferred way for brands to connect with audiences.
Platforms like TikTok, YouTube, and Instagram continue to dominate as marketers prioritize short-form, visually engaging content. Facebook also remains a key social channel for both B2B and B2C industries. In 2025, B2B marketers plan to invest more on LinkedIn, while B2C brands are leaning more into TikTok.
Influencer marketing also remains a valuable strategy, with 24% of marketers reporting its use in 2024. Both B2B and B2C marketers have found the most success with micro influencers (10K–100K followers), who help build trust and connect with niche communities. Meanwhile, platforms like Reddit, Discord, and Threads are gaining attention. The audio space is gaining its own momentum, with 91% of marketers planning to maintain or increase their investments in podcasts and audio content in 2025.
The key to content in 2025 is being where our audience is – delivering visually engaging, platform-specific content that captures attention while providing value.
Authenticity and personalization drive results
HubSpot's report also highlights the growing importance of authenticity and personal approach in marketing. Both B2B and B2C marketers recognize that success depends on building genuine connections with audiences. Whether through user-generated content (UGC) or expressing brand values, meaningful engagement matters more than ever.
For B2B brands, creating content that reflects their mission, vision, and social responsibility is a key priority. Highlighting individual voices from creators or employees makes messaging feel more personal and relatable. In the B2C space, authenticity remains paramount, with a focus on sourcing and sharing more user-generated content (UGC). Consumers today increasingly expect brands to take a stand on important social issues as part of their broader commitment to social responsibility. In fact, 65% of marketers found that addressing social issues in their campaigns was effective in 2024.
Younger audiences, Millennials and Gen Z, are driving much of this evolution. Over 70% of marketers plan to target Millennials in 2025, making them the largest audience of decision-makers. Yet these digital natives are also among the hardest to reach. They expect content that speaks to their needs and aligns with their preferred platforms, from social media to email. Success means delivering engaging, relevant content where they spend their time online.
Personalization has become one of the most impactful tools in our arsenal. In fact, 96% of marketers reporting that personalized experiences have directly increased sales. Marketers are now placing customer experience at the heart of their strategies and are becoming more data-driven across every aspect of their work. This brings challenges, including consumer resistance to sharing personal information, data quality issues, and stricter privacy regulations like the phasing out of third-party cookies. The key lies in delivering personalization responsibly while maintaining transparency and trust.
The future? Both human and robotic
In 2025, successful marketing isn’t about choosing between authenticity and technology, it’s about finding the sweet spot where the two meet. The tools we suddenly have at our disposal make it easier to streamline our efforts, but they must be paired with authenticity and a deeper understanding of what our audiences value.
As Kieran Flanagan, SVP of Marketing at HubSpot, puts it: “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.”
To dive deeper into these insights and trends, download the full HubSpot 2025 State of Marketing Report.
