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1、The State of Marketing 20241The State of MarketingNavigating business growth with technology and creativity for more human marketing2024The State of Marketing 20242Explore top marketing trendsIn a competitive market,efficiency paves the way for innovation.INTRODUCTIONGo to sectionTo amplify brand pr

2、esence,be easy to find and buy from online.AWARENESSGo to sectionThe strongest connections happen via call,click,chat,and camera.ENGAGEMENTGo to sectionWant more big ideas?Free up your time from manual tasks.EFFICIENCYGo to sectionNiche audiences meet valuable,data-driven content.GROWTHGo to section

3、TLDR;Get on social,try AI,and align your systems.CONCLUSIONGo to sectionTHE STATE OF MARKETING Privacy is paramount to personalization,people!PERSONALIZATIONGo to sectionThe State of Marketing 20243IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion3In a competitive market,effic

4、iency paves the way for innovation.INTRODUCTIONHow marketing teams can chart a course for scalable growth in 2024.The State of Marketing 2024The State of Marketing 20244IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion4Marketing in the Age of IntelligenceA NOTE FROM LEADERSHIP

5、Its no secret that the marketing landscape is changing quicker than ever.AI and automation,alongside a fast-paced world,have the majority of marketers agreeing that marketing has transformed more in the past three years,than over the past 50.We no longer live in a go-to-market world where having inf

6、ormation alone is enough those who want to succeed must instead act on intelligence.Weve shifted from the Age of Information to the Age of Intelligence.That has significant implications for the marketing world.The way that people research and engage with brands impacts which marketing channels and s

7、trategies are effective.Its increasingly challenging to break through the noise to generate traffic and leads.Taking a one-size-fits-most approach to anticipating customer needs no longer works.Marketers need to work through these challenges amidst a backdrop of tight budgets.As youll read in the re

8、port,2024 calls for marketers to think through awareness,engagement,personalization,efficiency and growth in new ways.So the question becomes,how to do it?Marketers we hear you.HubSpot has been working to build AI tools right into our platform that help you achieve these goals.Our friendly AI bots m

9、ake it easier to set up systems that provide information for your audience,automatically detect a contacts intent and surface qualified leads,and access the data you need to make quick decisions that lead to long-term growth.At HubSpot,were here to help you navigate this journey.Thanks for reading a

10、nd being part of our community.ROB GIGLIO CCO,HubSpotThe State of Marketing 2024The State of Marketing 20245Amplify your marketing efforts with HubSpot AIEmbrace the future of productivity and unlock limitless innovation with easy-to-use AI tools,available throughout the HubSpot platform.ChatSpot As

11、k an AI-powered assistant combining ChatGPT with unique data sources like the HubSpot CRM to help supercharge your work.AI Content Writer Draft content in a flash with an AI-powered copywriter that saves you time and money.Website Generator Quickly create a single-page website with an AI website bui

12、lder based on simple prompts.Social Caption Generator Produce engaging copy for your social media posts with ease,letting AI do the heavy lifting.Get started freeThe State of Marketing 20246Theres a well-known phenomenon that letting your mind wander helps your brain make connections that lead to cr

13、eative ideas.Researchers found that subjects had more“aha!”moments when they were in the shower or doing dishes than when they were“on task.”As a marketer for a growing company during the Age of Intelligence,its hard to find time free from long lists of tasks.But things are beginning to change.Today

14、,marketers have a new assistant to help with everyday tasks,brainstorming,research,content creation,data analysis,reporting,and automation your friendly neighborhood AI tool.These efficient new tools that relieve some of the pressure from in-house and agency teams have come to market at just the rig

15、ht time.Six in ten marketers feel that the way they spend their budget and the ROI it produces is being scrutinized more now than in the past.In the year ahead,marketers plan to invest in the channels that bring in the best results,prioritize building relationships with their audience,and automate m

16、anual tasks to make way for more human marketing.To explore the current marketing challenges,trends,and opportunities for growth,we surveyed over 1,400 global marketing professionals in September 2023 and talked to leaders at top brands.Lets get into the data.Efficiency leads to innovative,more huma

17、n marketingTHE MARKETING ROADMAPIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion6The State of Marketing 20247Scaling relationships and proving ROIGOALS,CHALLENGES,AND TRENDSWhen the marketing budget is under the microscope,every dollar counts.Marketers want visibility into th

18、e impact of everything they do,which relies on a single source of truth and access to reporting that ties to sales.One of the top challenges marketers cite is sales and marketing alignment,despite the fact that 70%of marketers report having“high-quality leads.”So,whats really driving growth?Around 7

19、5%of marketers believe a personalized experience increases sales and the likelihood of a contact becoming a repeat customer.But building connections across the buyers journey and developing relationships at scale introduces new operations needs.Heres a look into the top challenges,opportunities,sure

20、 bets,and investment-worthy marketing trends for 2024.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion7Which channels have resulted in the biggest ROI this year?Website/blog/SEO(search engine optimization)Social media shopping tools(e.g.Instagram Shops)Paid social media conte

21、ntEmail marketingContent marketing16%16%14%14%14%of marketers believe personalized experiences drive sales and repeat business.75%HubSpot State of Marketing,2024The State of Marketing 20248Marketers face challenges with:In 2024,marketers want to try out:Generating traffic and leads Live streaming vi

22、deoShort-form videosKeeping up with trendsSelling directly on social mediaContent showing brand valuesUnderstanding customers and their needsCreating interactive content like polls and gamesInfluencer marketing campaignsHaving low-quality dataSelling on social media appsAchieving sales-marketing ali

23、gnmentMobile-friendly websiteThese trends have generated strong results:15%14%17%15%14%13%14%14%12%14%12%14%11%Keeping up with the timesTrying on interactive content for sizeIncreasing revenue and salesIncreasing brand awareness and reaching new audiencesIncreasing engagementImproving sales-marketin

24、g alignmentDriving traffic to brand websiteMarketers with effective strategies in 2023 list their top goals for 2024 as:24%19%19%16%15%Sure bets from winning teamsMarketing trends that deliver ROIIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion8of marketers plan to try experi

25、ential marketing(engaging audiences in real life with pop-ups and events)and influencer marketing for the first time.16%The State of Marketing 20249To amplify brand presence,be easy to find and buy from online.AWARENESSBrand awareness starts with establishing trust via social media and video.Social

26、MediaInfluencer MarketingSEOIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion9The State of Marketing 2024The State of Marketing 202410FacebookInstagramYoutubeTikTokTwitter/XLinkedInSnapchatPinterestTwitchTumblrIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConcl

27、usion10Social media is the place for search,sales,and serviceSOCIAL MEDIASocial searchSocial media is the#1 product discovery channel for Gen Z and Millennials.31%of consumers use social media to find answers to questions.Social selling17%of social media users report buying a product on social.87%of

28、 social sellers say its effective and 59%say they made more sales on social in 2023 than 2022.Social service19%of social media users reported sending a DM for customer service in 2023 up 45%from 2022.1 in 5 younger consumers prefer customer service via DM.Marketers are increasingly targeting buyers

29、who grew up online.Seventy-four percent of marketers want to reach Millennials and 67%want to engage Gen X,versus only 27%of marketers interested in Baby Boomer audiences.As digital natives grow as decision-makers,were seeing changes to how buyers interact with businesses online.Some of the biggest

30、social challenges are coming up with ideas,creating engaging content that generates leads,and gaining followers.Facebook,Instagram,YouTube,and TikTok have the strongest ROI and these align with where marketers are investing in 2024.Twenty-seven percent of marketers who dont use YouTube plan to start

31、 in the year ahead.For those curious,68%of marketers predict more success with X than Threads in 2024.Top Social Channels for MarketingGet expert tips for social selling on LinkedIn and beyondChannels marketers are usingChannels that resulted in the biggest ROI HubSpot State of Marketing,202457%55%5

32、2%44%39%37%22%21%16%9%2%5%6%6%16%16%24%26%29%29%The State of Marketing 202411In 2023,one in four consumers bought a product based on an influencers recommendation.And marketers are paying attention.Influencer marketing will grow significantly in 2024,with 50%of the marketers who use it planning to i

33、ncrease their investment.Kyle Denhoff,Director of Marketing on the Media Team at HubSpot shared,“Brands that partner with a select few Creators in their niche create demand and drive sales through channels like YouTube,Newsletters,Podcasts,and Social.More than half of our YouTube demand comes from C

34、reator partnerships.Our audiences want to learn from credible experts over institutional brands.This mix of owned and Creator media is helping propel our business forward.”Authentic influencer partnerships fuel brand growthINFLUENCER MARKETINGLess(followers)is more micro-influencers are driving bran

35、d awareness.Businesses are finding the most success with smaller,more niche influencers 47%of marketers report successful micro-influencer partnerships.Micro-influencers offer access to engaged,loyal communities at a lower price point.Influencer marketing is a sustainable growth channel for brands.5

36、1%of marketers say their company worked with creators or influencers in 2023.Marketers at B2C brands and agencies were more likely to have worked with influencers than those at B2B brands and on in-house teams.Effective marketing teams invest in influencer marketing.53%of marketing teams that identi

37、fied their marketing as“effective”invested in influencer marketing in 2023,versus only 25%of marketers who identified their marketing as“ineffective.”Influencer marketing trendsIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion11123Most marketers work with influencers a few tim

38、es.49%of marketers that partner with influencers work with them multiple times.Once an influencer has learned a brands voice,tone,and guidelines and established awareness with their audience,future campaigns generate similar or better results.4The State of Marketing 202412Partnerships with Creators

39、are now indispensable for business growth.KYLE DENHOFF Director of Marketing,Media,HubSpotIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion12The State of Marketing 2024The State of Marketing 202413In an increasingly competitive search environment,your content strategy must sta

40、rt with what users need,not whats most efficient for you.If you look at recent Google updates,youll notice that Google has been refining what“helpful content”means and prioritizing the“E”for“experience”in E-E-A-T.Your content must be personal,demonstrate experience,and address real needs.And youre a

41、lready playing catch-up.The future of content marketing is personalSEOFinding ideas for new contentCreating content that receives high levels of online engagement(clicks,shares,comments,etc.)Creating content that attracts more traffic to your websiteReaching your target audienceCreating content that

42、 generates leads16%16%15%15%14%IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion13Top 5 challenges marketers face with content marketingBEN STEELE Senior Editor,Search Engine Journal HubSpot State of Marketing,2024The State of Marketing 202414According to HubSpots State of Mar

43、keting Report,marketers struggle most with finding content ideas and creating high-engagement content.Over the last two years,three types of ebooks at SEJ reliably generated a higher volume of leads:A functional tool that readers can use.First-party data and insights.Collaborations with thought lead

44、ers.Lets address the first two:tools and data.They are core parts of a wider trend create content directly applicable to an individual users specific situation and needs.That makes the content personal to them without the need for personalization data.Theres no substitute for direct,first-hand exper

45、ience.To address many readers this way,you must:Know the parameters of situations a reader might encounter.Predict outcomes and the readers education or troubleshooting process.Provide them with information they dont know they need.Proving direct experience is SEO gold.You also need this knowledge t

46、o provide usable tools and curate relevant data.Helpful tools and first-party data work for lead generation because users can take what they need and adapt it to their circumstances.Now,lets talk about the third content type:thought leadership.Content is a consistent struggle for marketersCreate con

47、tent personal to readersIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion14Drawing traffic to on-site content through search will become significantly more challenging.With generative AI-powered search platforms,content that can be easily produced can be readily served in a ch

48、at box.If an AI can write it,an AI can serve it to users instead of a link.Generative AI offers powerful efficiency tools,but I dont believe its a wholesale answer to content marketing.I predict an increased demand for verifiably human content about deeper and more complex topics.most challenging as

49、pect of an SEO professionals job is content strategy and production.#1Search Engine Journal State Of SEO 2024The State of Marketing 202415Search platforms curate information,but humans can curate in a way the platforms cant.It takes genuine experience to predict and answer the specific situations a

50、reader might encounter.Leaning into your unique knowledge allows you to curate experiences that address what users dont know they dont know content that surprises,delights,and provides new insights.That is an edge over algorithmic search and LLMs,which try to show users what they expect by default.T

51、his method tends to work much better coming from a person than a brand,and its the domain of thought leaders and influencers.There are two ways to access thought leadership for content.The first is to find influencers and partner with them.The second isIs anyone at your company a video editor?A podc

52、aster?Heck,a fiction writer?These people have the skills to become content leaders and engagement drivers.They know how to resonate with people and might jump at the opportunity to bring a creative skillset to their role.Or maybe you employ genuine thought leaders already.Identify or create thought

53、leaders in your organization.Guide them with marketing best practices and audience data.Creating new leaders is,in my opinion,how you win at content.Create content personal to youCreate thought leadersIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion15Key 2024 trends to help y

54、ou embrace the next era of SEOSearch is going through one of the biggest transformations in recent memory.We asked 20 top SEO experts how to adapt and maintain your competitive edge.Check out this insightful compilation of insights,best practices,and tips to help prepare for the year ahead.Get the T

55、op SEO TrendsThe State of Marketing 202416Takeaways and action items AWARENESSDecision makers are going to social for everything search,sales,and service.Authentic partnerships with micro influencers are fueling brand growth.The best content is personal.Embrace individual personalities and creators.

56、Invest in Facebook,Instagram,and YouTube and make it easy to buy from your brand on social.Try micro influencer marketing campaigns and work with the same partners over time.Build thought leaders within your organization and try new media formats like podcasts and videos.IntroductionAwarenessEngagem

57、entPersonalizationEfficiencyGrowthConclusion16The State of Marketing 202417The strongest connections happen via call,click,chat,and camera.ENGAGEMENTThe customer journey is shifting and brand communication affects every decision.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusio

58、n17ChatMessagingEmail VideoThe State of Marketing 2024The State of Marketing 202418Marketers,its time to embrace botsCHATHubSpot research found that 55%of businesses predict that by 2024,most people will turn to chatbots over search engines for answers.AI-powered chatbots offer a conversational appr

59、oach to research,provide individualized,user-friendly results,and gather data that helps businesses grow.Twenty-five percent of marketers who report having“effective”marketing strategies in 2023 used AI and automation like chatbots versus only 5%of those who report having“ineffective”marketing strat

60、egies.“Its time to embrace bots.To get started,experiment with a marketing bot for your website.Train your bot on your content so it can quickly answer questions specific to your customers needs about products,pricing,and case studies.At HubSpot,we introduced a Gen AI-powered chatbot to our website

61、and the results have been promising:78%of chatters questions have been fully answered by our bot,and these customers have higher satisfaction scores.”IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion18YAMINI RANGAN CEO,HubSpotDay-to-day marketing tasks36%of marketers use AI ch

62、atbots in their marketing role.And 58%of marketers plan on increasing their investments in AI and automation like chatbots in 2024.How marketers are using chatbotsPersonalized experiences72%of marketers agree that AI and automation tools like chatbots help them personalize the experience customers g

63、et with their company.Customer service and growth24%of marketers feel that AI tools that help customer service teams respond to tickets(chatbots,self-service tools,generative AI emails)would help their business most.Want a free personal marketing assistant thats available 24/7?Try ChatSpot The State

64、 of Marketing 202419“The more personalized we are,the better results we see.Integrating HubSpot with MessageMedias SMS platform gave us the power to provide a consistent omnichannel customer experience.”JOBETH HARVEY Former CRM,Loyalty,and Wine Club Manager,VinomofoCommerce has joined the conversati

65、onMESSAGINGIn 2024,87%of marketers plan to continue or increase their investment in mobile messaging through channels like SMS,Facebook Messenger,and WhatsApp.Around one in five marketers globally currently use mobile messaging,10%say its a top driver of ROI,and 12%plan to invest in mobile for the f

66、irst time in 2024.France and Singapore are early adopters of this channel closer to one in four marketers already report having mobile strategies.Automated messaging helped Vinomofo scale the omnichannel customer experienceThe results of personalized messagingVinomofo,one of the biggest Australian o

67、nline wine retailers,wanted to maintain a personal touch with their customers as they grew.After hitting roadblocks with disjointed systems,the team brought on HubSpot and MessageMedia.By automating personalized SMS communications,Vinomofo improved sales conversions and streamlined internal workflow

68、s,too.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion19increase in sales conversionsbetter customer re-engagementreturn on investment21%50%120XSMS for HubSpot with MessageMediaWhatsApp Business integration with HubSpotThe State of Marketing 202420RE:Email it still works,but

69、be ready to adaptEMAILEmail is an OG marketing and communication strategy thats still exceptionally powerful.Email marketing is tied for second place as the channel that provides the highest ROI.One in three marketers reports using email and 87%plan to maintain or increase their investment in 2024.B

70、ut today,email marketers need to be ready to adapt.HubSpot research revealed that marketers across the globe noted that the biggest changes in marketing in the past year included:In the year ahead,email marketing teams can create authentic and personalized experiences using tools like AI and should

71、be ready to respond to even the most unexpected happenings.Create an email with HubSpots AI email writer IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion20of marketers using AI generate email content with it.49%27%25%23%Being ready to pivot in case of a major eventCreating co

72、ntent that reflects brand valuesThe importance of personalized experiences The State of Marketing 202421Litmus annual State of Email Workflows Report revealed that 41%of email marketers count email marketing as their most effective channel thats pretty darn effective.Heres how to make the most of yo

73、ur email marketing program in 2024.1.Use dynamic content to personalize at scale2.Integrate email programs to save timeIt isnt enough to rely solely on a first name in a subject line anymore.The game has gotten more sophisticated!With your first-party data in tow,marketing teams should turn to the i

74、nbox to experiment with hyper-personalization.AI-powered product recommendations,location-specific information,and personalized images are some of the ways brands are getting dynamic content right.Litmus Personalize users have seen a 52%increase in conversions with dynamic content personalization wi

75、th some companies seeing as high as a 44%increase in email-driven sales.Sixty-two percent of email marketing teams take two or more weeks to create an email.Let that statement really sink in!Plus,23%of teams have up to five emails in production at any given time.Long lead times and multitasking make

76、 it harder to react quickly to changes,but email marketing integrations can ease that pressure.Only 9%of email marketing leaders believe their ESP is very highly integrated with other marketing channels,which means thats a great place to start.Email integrations make a noticeable difference for emai

77、l teams EzCater actually saved 2-3 hours of production time on every email with their Litmus integration!Top dynamic content ideas to try this year:Personalized content and product recommendations based on past purchases Countdown timers Live in-email polls Nearest store map Personalized images Soci

78、al media feeds Social signals WeatherHow to Create an Email Program Thats Ready for AnythingIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion21The State of Marketing 202422The good news is that email has an average ROI of$36 for every$1 spent.The better news AI-powered persona

79、lization in marketing can increase ROI by up to 70%,and thats just one of many ways email teams can use emerging technologies like AI.Integrating AI tools into your email marketing process streamlines tasks like brainstorming and QA,while also leveraging predictive analytics for email design.Markete

80、rs should also consider solutions that can continuously monitor their emails,protecting against unexpected changes from email client updates and beyond.With more opportunities than ever for great brand engagement moments these days,brands can(and should)turn to advanced technologies to ensure their

81、emails result in the best possible experiences.Make Every Send CountTMEmail isnt going anywhere but up.Analysts expect the number of email users to grow by 2.5%in both 2024 and 2025 until the number of email users worldwide hits a projected 4.73 billion.In the year ahead,email marketing teams can us

82、e the inbox to learn about and connect with customers through dynamic,personalized experiences.Integrations,collaboration,and AI-powered tools will help them work efficiently and drive value.In 2024,personalization is more important than ever.If youre ready to start your personalization journey,choo

83、se a tool that has powerful capabilities like quick-start personalization templates,dynamic content automation powered by your CRM,and AI-powered product recommendations,just to name a few.3.Increase efficacy with AI&emerging technologyStart Your Personalization JourneyEasily create personalized ema

84、il experiences at scale across your entire customer journey with Litmus Personalize.Try it nowIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion22The State of Marketing 202423of marketers using TikTok will increase their investment next year,the highest of any platform.of marke

85、ters who dont use short-form video will start in 2024.56%30%Lights,camera,engagement video is commanding attention and generating ROI VIDEOAmong different content formats,video continues to bring in top ROI so more and more marketers are diving in.Marketers are doubling down on TikTok,YouTube,and In

86、stagram to address younger audiences going right to social video platforms to search and engage with brands,even more so than search engines.Short-form video is the#1 format,offering the highest ROI and will see the most growth in 2024.A quarter of marketers plan to invest more in short-form video t

87、han any other format in 2024.And more than half of marketers who leverage short-form video will increase their investment in 2024.Aja Frost,Director of Global Growth at HubSpot shared,“Use social listening tools to understand which low,medium-,and high-intent questions prospects and customers are as

88、king,then work with the Social Media team to create content answering those questions or,even more powerfully,enabling brand advocates to answer it for them.”Build your brands video strategyBuild out your brands YouTube presence:To maximize visibility via video,optimize brand videos with important k

89、eywords and create channels and playlists based on your most popular content topics.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion23Experiment with AI video tools:Transform blog posts into videos with AI video tools like Pictory,or create talking head videos for your brand

90、using AI avatars on Synthesia.The State of Marketing 202424As search fragments and consumers take their queries to TikTok and Reddit before Google,Growth and Social Media teams need to forge a new partnership.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion24AJA FROST Directo

91、r of Global Growth,HubSpotThe State of Marketing 2024The State of Marketing 202425Takeaways and action items ENGAGEMENTEmbrace chatbots to create a more personalized marketing experience.Chat,messaging,and video are growing as important channels globally.Be ready to adapt and pivot your marketing pl

92、an at all times.Use chatbots on your website for visitors and try conversational tools for day-to-day tasks.Integrate more communication channels like SMS and TikTok into your marketing program.Use data to guide every decision and work with a more agile mindset,planning a few months out.Introduction

93、AwarenessEngagementPersonalizationEfficiencyGrowthConclusion25The State of Marketing 202426Privacy is paramount to personalization,people!PERSONALIZATIONIn a cookieless future,first-party data is the only way to personalize content.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclu

94、sion26PrivacyTargetingThe State of Marketing 2024The State of Marketing 202427C is for cookie concernsDATA+PRIVACYThe way marketers collect data about their visitors and customers is changing dramatically.Google addressed privacy concerns with an initiative to help reduce individual tracking online

95、by phasing out third-party cookies.In response,businesses are turning to first-party data that users provide themselves,and other contextual information that doesnt compromise privacy.Twenty-five percent of marketers plan to collect first-party data from their customers.First-party data solves more

96、than just user security concerns;today,only 65%of marketers report having high-quality data on their target audience.The answer is in the inbox.Email is the perfect place to collect first-party customer data since most data points gathered via email or form fills are self-reported.When you let custo

97、mers tell you how to market to them,you can build consent and insights into your marketing and break your reliance on third-party data.The State of Email Workflows report revealed that while 87%of marketing leaders say email is critical to their success,only 24%of email marketing programs are highly

98、 integrated into other marketing channels now is the time to use email as a hub of insights you apply across all channels.Source:Litmus-Email:The Perfect Place for Building First-Party Data1.Consider what data you have and what you still need2.Identify what data points to prioritize3.Keep your data

99、collection gentle it shouldnt feel like a customer interrogation 4.Hierarchically set data priorities based on your current databaseHow to build first-party data into your email strategyNot sureYesNo12%47%41%Is your company working on a plan to approach cookie-free targeting?IntroductionAwarenessEng

100、agementPersonalizationEfficiencyGrowthConclusion27 HubSpot State of Marketing,2024The State of Marketing 202428Personalized experiences contribute to effective marketing.Marketers whose brands give customers a personalized experience are 215%more likely to say their marketing strategy in 2023 was ve

101、ry effective compared to marketers at brands that dont offer a personalized experience.Personalization drives business growth.96%of marketers say personalization leads to repeat business,and 94%say it increases sales.Generative AI and automation are supporting a more personalized customer experience

102、.77%of marketers who use generative AI say it helps them create more personalized content.72%of marketers who use AI and automation say it helps them personalize customer experiences.And 7 in 10 marketers using AI and automation report that it helps them improve the overall customer experience.Switc

103、hing to a newer tech stack is allowing us to get into loyalty and personalization at a much bigger,better,deeper level.JUSTIN DRY Chief Entrepreneur and Co-founder,VinomofoNext stop personalization station TARGETINGThe right targeting can be the difference between a delightful,personalized moment an

104、d an annoying or unsettling experience.Despite the immense benefits of personalization,and the fact that 73%of marketers say personalization is important only 35%of marketers feel that customers currently get a very personalized experience with their brand.Targeted content improves the customer expe

105、rienceIntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion28123The State of Marketing 202429Third-party cookies are so yesterday use first-and zero-party data instead.Takeaways and action items PERSONALIZATIONGreat data starts with well-organized systems.Use generative AI to lear

106、n more about your audience and their needs.Collect data from your audience via email and use first-party or zero-party data for personalization.Invest in marketing operations solutions that provide a single source of truth.Create personalized content at scale with AI tools to generate more business.

107、IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion29The State of Marketing 202430Want more big ideas?Free up your time from manual tasks.EFFICIENCYWhen systems are operating smoothly and youve got some AI help,anythings possible.IntroductionAwarenessEngagementPersonalizationEff

108、iciencyGrowthConclusion30AI+AutomationMarketing Ops,Systems,+ToolsThe State of Marketing 2024The State of Marketing 202431IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion31AI is more efficient,more effective,more everythingAI+AUTOMATION64%of marketers already use AI and autom

109、ation,62%find it important to their marketing,and 38%of those who dont use AI plan to in 2024.One in five marketers said using data to inform marketing strategy became more important from 2022 to 2023.And 6 in 10 AI and automation users analyze data with AI.20%of marketers see AI primarily taking ov

110、er menial tasks and 60%of marketers see AI as an assistant that helps them across their job duties.81%of marketers using GAI say its effective at assisting them in their role.For ideas and inspirationTo create outlinesTo draft contentTo write content63%of marketers believe that in 2024,most content

111、will be created at least in part with the help of generative AI.So far,56%of marketers who use generative AI for content creation say it performs better than content created without it.The top most successful use case for AI is research 33%ranked it as#1,above context creation(31%)and data analysis

112、and reporting(30%).61%of marketers who use AI and automation use Generative AI to do research.Get the guide:Using Generative AI to Scale Content OperationsMarketers using AI and automation tools are 95%more likely to say their marketing strategy was very effective.Get on the AI trainData-driven mark

113、eting made easierIs AI the new Clippy?How marketers use AI to create contentGAI content performsThe#1 way to use AI is research45%31%6%18%The State of Marketing 202432IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion32Time saved with AI leads to more creative workAI+AUTOMATION

114、Marketers spend four hours a day on average on manual,administrative,or operational tasks.But with AI tools,marketers are saving 3 hours per piece of content and 2.5 hours per day overall.And the work theyre producing is working.Eighty-four percent of marketers using AI are creating content more eff

115、iciently,82%are producing“significantly more content,”and 77%are creating more personalized content.The top AI use cases for marketers are finding ideas,repurposing content,writing copy for social posts,emails,blogs,and more,and generating images.Along with the many positives,60%of marketers who use

116、 generative AI to make content are concerned it can harm their brands reputation due to bias,plagiarism,or misalignment with brand values.Heres how to address AI risks.AI stealing jobsMarketers will get more comfortable using AI as an assistant only 16%see AI taking over most of their job duties.Bia

117、s,plagiarism,and brand safetyAI tools will add source and fact-checking features.Companies will hire legal and compliance specialists to guide AI usage.Security risksCompanies will hire AI security and IT experts,and only choose trusted tools.Unsure how to use itCompanies will provide AI training se

118、ssions and bring on role-specific AI specialists.Top AI concerns&their solutionsThe State of Marketing 202433IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion33Seeking:A single source of truthMARKETING OPS,SYSTEMS,+TOOLSNow more than ever,a single source of truth is vital to m

119、aintaining a top-notch customer experience.Seventy-seven percent of marketers agree that having audience data is important to marketing it helps them successfully reach their audience,understand which strategies are working,plan the right media mix,and create more effective content.But around one in

120、 four marketers say its difficult to share data with other teams and get data they need from other teams at their company.And only 59%of marketers say the tools they use are interconnected.Marketers are facing challenges with how and where their data is stored,limited access to linked sales and mark

121、eting data,and a lack of a single source of truth to guide strategy.Social media analyticsWebsite analyticsHubSpot CRM and ABM toolsA CRM platform other than HubSpotLinkedIn NavigatorZoominfoTerminusWhich tools does your company leverage to target accounts?HubSpot State of Marketing,2024of marketers

122、 say data increases the ROI of their marketing efforts.of marketers with a single source of truth say its beneficial to their organization.26%93%marketers say their marketing data is fully integrated with their tools.1 in 445%41%38%37%33%27%25%The State of Marketing 202434Takeaways and action items

123、EFFICIENCYEfficient systems give marketers more time back to be creative.Use AI to automate manual tasks and improve targeting.AI is only as effective as those using it invest in trainings and policies.Marketing ops teams are the unsung heroes give them the resources and time they deserve.Try AI to

124、learn more about your audience and to scale personalized outreach.AI is here to stay create clear guidelines on how to use AI tools and share tips with coworkers.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion34The State of Marketing 202435Niche audiences meet valuable,data-

125、driven content.GROWTHContent marketing teams are working closely with sales to share engaging campaigns.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion35Content MarketingSales EnablementThe State of Marketing 2024The State of Marketing 202436Navigating the new landscape of m

126、arketing with first-party data and AICONTENT MARKETINGAs the B2B marketing landscape continues to evolve,marketers face a growing challenge:reaching and engaging their target audience effectively.Third-party cookies are no longer a viable option.As a result,there has been a shift towards first-party

127、 data collection and the use of artificial intelligence(AI)to create personalized content.This surge in AI adoption is a strategic move by marketers to elevate the quality and efficacy of their content.A paradigm shift is in motion,with 63%predicting that the majority of content will bear the imprin

128、t of AI assistance.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion36GIUSEPPE CALTABIANO VP of Marketing,Rock Contentof marketers believe generative AI will have a transformative impact on content creation in 2024.85%A staggering 81%of marketers leveraging generative AI repor

129、t it enhances their roles.Generative AI isnt just about efficiency its about creating content that outperforms of marketers report that AI improved content quality.of marketers said AI tools enhanced efficiency in creating content.85%84%of marketers said that AI increased their capabilities for cont

130、ent production.of marketers felt that AI helped them craft more personalized content.This aligns with the prevalent trend seen in platforms like WriterAccess an integrated model with AI tools.They use AI for initial content creation and human writers for refinement,fact-checking,and adherence with t

131、he brands tone and voice.The applications of generative AI encompass data analysis,research,and content creation.Marketers are finding value in generating ideas,repurposing content for different audiences,crafting compelling copy,and creating visually appealing images.82%77%The State of Marketing 20

132、2437IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion37The integration of AI into daily workflows is a journey that marketers are still navigating.While half use AI for specific tasks,46%feel overwhelmed by the prospect of seamlessly incorporating AI into their daily workflow.

133、And six in ten AI-using marketers are wary of potential biases,plagiarism,or misalignment with brand values.This cautionary approach reflects the conscientious efforts to balance the advantages of AI with the imperative of maintaining brand integrity.With the rapidly changing landscape of data priva

134、cy regulations,marketers are acutely aware of the impact these changes have on their strategies.An overwhelming 84%of marketers acknowledge the significant influence of data privacy changes,with Googles phased withdrawal of third-party cookies at the forefront of their concerns.The reliance on third

135、-party cookies is pronounced,with 81%stating that their marketing activities depend on them to some extent.The impending loss of access to these cookies has 76%of marketers anticipating increased marketing difficulties.Two frontrunners have emerged:social media targeting and the collection of first-

136、party data,with 25%considering targeted social media ads as a potential solution and 25%prioritizing the collection of first-party data.Innovative content types,like interactive content from platforms like Rock Contents Ion,provide valuable first-party data,offering a valuable alternative in a cooki

137、e-free marketing world.Overcoming barriers to AI adoptionAdapting to data privacy changesAs a testament to the evolving nature of marketing,40%of companies have taken a proactive step by hiring dedicated AI experts to support their marketing teams.of marketers are actively exploring alternatives to

138、third-party cookie targeting.47%The State of Marketing 202438Amidst these challenges posed by data privacy changes,marketers face a core battle in understanding their target audience.Less than half possess comprehensive data on audience habits,interests,and demographics.A mere 65%claim to have high-

139、quality data on their target audience.This need for more information creates a significant gap in tailoring content to meet the unique preferences and needs of the audience.In light of the challenges,a mere 35%of marketers claim customers receive a highly personalized experience.The benefits of pers

140、onalization,however,are undeniable,with 96%agreeing that it increases the likelihood of buyers becoming repeat customers and 94%asserting that it boosts sales.Marketers offering a personalized experience are 215%more likely to deem their marketing strategy effective.This is where the collaboration o

141、f AI and first-party data comes into play.Around seven in ten marketers credit AI with enhancing the overall customer experience.As AI and first-party data take center stage in B2B marketing,the narrative is not one of displacement but of collaboration.Marketers who embrace this paradigm shift will

142、not only navigate the challenges of data privacy changes and AI integration but will also unlock the potential for unparalleled customer engagement and satisfaction.The future of B2B marketing lies in the hands of those who can seamlessly blend human creativity with the transformative capabilities o

143、f AI.This ongoing progression towards a more personalized,efficient,and impactful era of marketing revolutionizes the way businesses connect with their target audience.Revolutionizing customer experience through personalizationBlending human creativity with the transformative capabilities of AIIntro

144、ductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion38Meet AI Content WizardOur AI tool swiftly analyzes gaps,crafting optimized content briefs for higher Google ranking.Unlock the fastes and most effective way to identify content creation opportuni-ties that will skyrocket your organ

145、ic traffic.Try it for free!of marketers report that GAI helps create more personalized content.77%The State of Marketing 202439Smarketing alignment starts with centralized dataSALES ENABLEMENTJust 35%of marketers say their sales and marketing teams are strongly aligned.Oof.Sales and marketing teams

146、dont have a single source of truth,or access to each others data,which is leading to disconnection between teams.Lack of effective communication between teams Sales and marketing teams using different tools Difficulty sharing data between teams Wasted marketing budgets Lost sales and disengaged lead

147、s A poor,impersonal customer experienceTop sales and marketing alignment challengesResults of sales and marketing misalignmentSet up your sales and marketing teams for success,get the SLA template Marketers with a single source of truth are 56%more likely to be strongly aligned with their sales team

148、,and 26%more likely to say their marketing strategy this year was very effective compared to those who arent aligned.More than half of marketers(57%)found that their CRM became more important in 2023,and marketing teams using CRMs are 128%more likely to report having an effective marketing strategy.

149、Marketers with connected tools,data,and teams performed significantly better in 2023 and AI is helping.Around three in four marketers using AI and automation say it helps their organization share data and collaborate more effectively.The right tools provide shared access to high-quality dataIntroduc

150、tionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion39The State of Marketing 202440Takeaways and action items GROWTHAI elevates content marketing quality and performance.The fastest-growing businesses have aligned sales and marketing teams.High-performing brands have a single source of t

151、ruth.Get on board with AI tools,but always incorporate a human touch and your unique brand voice.Alignment starts with shared data and extends into collaborative goals.Integrate your marketing and sales data in one place to guide all customer-facing teams.IntroductionAwarenessEngagementPersonalizati

152、onEfficiencyGrowthConclusion40The State of Marketing 202441TLDR;Get on social,try AI,and align your systems.CLOSINGMarketing success today depends on quick access to data and personalization at scale.IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion41The State of Marketing 202

153、4The State of Marketing 202442IntroductionAwarenessEngagementPersonalizationEfficiencyGrowthConclusion42More human marketing,powered by robotsCLOSINGSome of the biggest impacts to how businesses operate today are the rapid advancement of technology,the rise of digital natives in the workplace,and ov

154、erarching economic conditions.All of these factors are driving marketing teams to prioritize efficiency and a tech-powered,seamless digital customer experience.The most successful,fastest-growing companies are investing in the right tools,processes,and systems to drive growth,all while emphasizing c

155、reativity and connection.If you havent given AI a try yet,whats stopping you?Its time to jump on the AI bandwagon and head into the future of innovation,a bit more magically.Grow with us Marketers weve got all the resources to keep up with trends,best practices,and more.The Marketing BlogThe latest

156、insights,ideas,and inspiration for modern creative marketers.The AI BlogSimple breakdowns of the most important AI news for professionals.Marketing HubMarketing software that helps drive revenue,save time and resources,and measure and optimize your investments.HubSpot AI ToolsEmbrace the future of p

157、roductivity and unlock innovation with easy-to-use AI tools,available throughout HubSpot.Marketing Courses and CertificationsLearn the latest business and marketing trends from leading experts.The State of Marketing 202443Industries representedMethodologyWe conducted a survey in September 2023 with

158、a total of 1,400+global B2B+B2C marketers across industries to gain these data points.Report created in collaboration with CXD Studio.www.cxd.studio hellocxd.studioCountries represented Australia,Canada,Denmark,Finland,France,Germany,Japan,Luxembourg,Netherlands,Norway,Singapore,Sweden,United Kingdo

159、m,United StatesAdvertising or marketingAgriculture,food,and beverageBusiness or consumer servicesChemicals and metalsCommunication servicesConstructionConsumer product manufacturingDefense or aeronauticsEducationElectronicsEmergency services Energy,utilities,and waste managementThe State of Marketing 2024Financial services and insurance Government Healthcare or public health Information Technology Manufacturing and materials Media and entertainment Non-profit Retail eCommerce Transportation and logistics Travel and hospitality Waste management or water systems