Annual Report

The 2025 State of Marketing Report

Ready to future-proof your marketing strategy? The 2025 State of Marketing Report by HubSpot is here to guide you through a transformative year of AI innovation, changing consumer expectations, and smarter, more human marketing.
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A Smarter, Better, Faster, and More Human 2025

Marketing is evolving at lightning speed, with AI leading the charge. 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.

Strategy

New Tactics for an Agile Marketing Team

The pace of change in marketing has never been faster. From embracing AI to targeting Millennial and Gen Z audiences, marketers are building agile teams to stay ahead of the curve. Discover the strategies shaping 2025 and how data-driven decisions are redefining success.

Which age groups are marketers targeting in 2025?

Content

Short-Form Video and Visual Storytelling Dominate

Audiences are demanding content that’s engaging, visual, and authentic. In 2025, short-form videos and influencer collaborations are delivering the highest ROI. Learn how marketers are creating campaigns that resonate with Millennial and Gen Z audiences.

Top Content Formats Delivering ROI in 2025

AI

Redefining Marketing with AI

AI is no longer a tool of the future—it’s the core of today’s most successful campaigns. From generating multi-modal content to optimizing search strategies, marketers are using AI to scale creativity and efficiency. Learn how AI is changing the game in 2025.

  • Top AI Applications in Marketing (2025)

    35%

    Content Creation (e.g., writing, images

  • Top AI Applications in Marketing (2025)

    30%

    Data Analysis and Insights

  • Top AI Applications in Marketing (2025)

    20%

    Workflow Automation

  • Top AI Applications in Marketing (2025)

    15%

    AI-Powered Research

Unlock HubSpot's Secrets to Marketing Success

The 2025 State of Marketing isn’t just a trends report—it’s your backstage pass to the strategies, insights, and tactics used by HubSpot’s own marketers. Discover the real-world tips, proven frameworks, and cutting-edge practices that are driving results at one of the world’s leading marketing platforms. From AI-powered workflows to value-driven campaigns, see how HubSpot puts these trends into action—and how you can, too.

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