2024-State-of-Marketing-HubSpot-CXDstudio-FINAL.pdf

The State of Marketing 2024 1
The State of
Marketing
Navigating business growth with technology
and creativity for more human marketing
2024

Explore top
marketing trends
In a competitive
market, efficiency paves
the way for innovation.
INTRODUCTION
Go to section
To amplify brand presence, be easy
to find and buy from online.
AWARENESS
Go to section
The strongest connections
happen via call, click,
chat, and camera.
ENGAGEMENT
Go to section
Want more big ideas? Free up
your time from manual tasks.
EFFICIENCY
Go to section
Niche audiences — meet
valuable, data-driven content.
GROWTH
Go to section
TLDR; Get on social, try
AI, and align your systems.
CONCLUSION
Go to section
THE STATE OF MARKETING
Privacy is paramount to
personalization, people!
PERSONALIZATION
Go to section

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
3
In a competitive market,
efficiency paves the way
for innovation.
INTRODUCTION
How marketing teams can chart a course
for scalable growth in 2024.
The State of Marketing 2024

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
4
Marketing in the Age of Intelligence
A NOTE FROM LEADERSHIP
It’s 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 information alone is enough – those who want to
succeed must instead act on intelligence. We’ve 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 strategies are effective. It’s 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 you’ll read in the report, 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 make it easier to set up systems that provide information for your audience, automatically detect
a contact’s intent and surface qualified leads, and access the data you need to make quick decisions that lead to long-term growth.
At HubSpot, we’re here to help you navigate this journey. Thanks for reading and being part of our community.
ROB GIGLIO
CCO, HubSpot The State of Marketing 2024

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There’s a well-known phenomenon that letting your mind wander helps your brain make
connections that lead to creative 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, it’s hard to find time free from
long lists of tasks. But things are beginning to change.
Today, 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 right 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 manual 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.
Let’s get into the data.
Efficiency leads to innovative,
more human marketing
THE MARKETING ROADMAP
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
6

Scaling relationships
and proving ROI
GOALS, CHALLENGES, AND TRENDS
When the marketing budget is under the microscope,
every dollar counts. Marketers want visibility into the
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, what’s really driving growth? Around 75% of
marketers believe a personalized experience increases
sales and the likelihood of a contact becoming a
repeat customer. But building connections across
the buyer’s journey and developing relationships at
scale introduces new operations needs.
Here’s a look into the top challenges, opportunities,
sure bets, and investment-worthy marketing trends
for 2024.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
7
Which 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 content
Email marketing
Content marketing
16%
16%
14%
14%
14%
of marketers believe
personalized experiences drive
sales and repeat business.
75%
HubSpot State of Marketing, 2024

Marketers face challenges with:
In 2024, marketers want to try out:
Generating traffic and leads
Live streaming video
Short-form videos
Keeping up with trends
Selling directly on social media
Content showing brand values
Understanding customers and their needs
Creating interactive content like polls and games
Influencer marketing campaigns
Having low-quality data Selling on social media apps
Achieving sales-marketing alignment Mobile-friendly website
These trends have generated strong results:
15%
14%
17%
15%
14%
13%
14%
14%
12%
14% 12%
14% 11%
Keeping up with the times
Trying on interactive content for size
Increasing revenue and sales
Increasing brand awareness and reaching new audiences
Increasing engagement
Improving sales-marketing alignment
Driving traffic to brand website
Marketers with effective strategies in
2023 list their top goals for 2024 as:
24%
19%
19%
16%
15%
Sure bets from winning teams
Marketing trends that deliver ROI
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
8
of marketers plan to try experiential
marketing (engaging audiences in real life
with pop-ups and events) and influencer
marketing for the first time.
16%

To amplify brand presence,
be easy to find and buy
from online.
AWARENESS
Brand awareness starts with establishing
trust via social media and video.
Social Media Influencer Marketing SEO
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
9

Facebook Instagram Youtube TikTok Twitter/X LinkedIn Snapchat Pinterest Twitch Tumblr
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
10
Social media is the place
for search, sales, and service
SOCIAL MEDIA Social search
Social media is the #1 product
discovery channel for Gen Z and
Millennials. 31% of consumers use social
media to find answers to questions.
Social selling
17% of social media users report buying
a product on social. 87% of social sellers
say it’s effective and 59% say they made
more sales on social in 2023 than 2022.
Social service
19% 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 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, we’re seeing changes to how buyers interact with businesses online. Some
of the biggest 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 don’t use YouTube plan to start in the year ahead. For
those curious, 68% of marketers predict more success with X than Threads in 2024.
Top Social Channels for Marketing
Get expert tips for social selling on LinkedIn and beyond
Channels marketers are using Channels that resulted in the biggest ROI HubSpot State of Marketing, 2024
57% 55% 52%
44% 39% 37%
22% 21% 16%
9%
2%
5%
6%
6%
16%
16%
24%
26%
29% 29%

In 2023, one in four consumers bought a product
based on an influencer’s recommendation.
And marketers are paying attention. Influencer
marketing will grow significantly in 2024, with
50% of the marketers who use it planning to
increase 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 Creator
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 growth
INFLUENCER MARKETING
Less (followers) is more —
micro-influencers are driving brand 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.
51% 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 identified their marketing as
“effective” invested in influencer marketing in 2023, versus only
25% of marketers who identified their marketing as “ineffective.”
Influencer marketing trends
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
11
1
2
3
Most marketers work with influencers a few times.
49% of marketers that partner with influencers work with them
multiple times. Once an influencer has learned a brand’s voice,
tone, and guidelines and established awareness with their
audience, future campaigns generate similar or better results.
4

Partnerships with
Creators are now
indispensable
for business
growth. KYLE DENHOFF
Director of Marketing,
Media, HubSpot
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
12

In an increasingly competitive search
environment, your content strategy
must start with what users need,
not what’s most efficient for you.
If you look at recent Google updates,
you’ll 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 you’re already playing catch-up.
The future of content
marketing is personal
SEO
Finding ideas for new content
Creating content that receives high levels of online engagement
(clicks, shares, comments, etc.)
Creating content that attracts more traffic to your website
Reaching your target audience
Creating content that generates leads
16%
16%
15%
15%
14%
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
13
Top 5 challenges marketers face with content marketing
BEN STEELE
Senior Editor, Search Engine Journal

According to HubSpot’s State of Marketing 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 leaders.
Let’s address the first two: tools and data.
They are core parts of a wider trend — create content directly
applicable to an individual user’s specific situation and needs.
That makes the content personal to them without the need for
personalization data.
There’s no substitute for direct, first-hand experience.
To address many readers this way, you must:
• Know the parameters of situations a reader might encounter.
• Predict outcomes and the reader’s education or
troubleshooting process.
• Provide them with information they don’t know they need.
Proving direct experience is SEO gold. You also need this
knowledge to 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, let’s talk about the third content type:
thought leadership.
Content is a consistent
struggle for marketers
Create content personal to readers
Introduction
Awareness
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Personalization
Efficiency
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Conclusion
14
Drawing 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 chat 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 don’t believe it’s a wholesale answer to content
marketing. I predict an increased demand for
verifiably human content about deeper and more
complex topics.
most challenging aspect of an
SEO professional’s job is content
strategy and production.
#1
Search Engine Journal State Of SEO 2024

Search platforms curate information, but humans can curate in a way the
platforms can’t. It takes genuine experience to predict and answer the specific
situations a reader might encounter. Leaning into your unique knowledge allows
you to curate experiences that address what users don’t know they don’t 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. This method tends to work much better coming from a
person than a brand, and it’s 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 is…
Is anyone at your company a video editor? A podcaster? 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 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 you
Create thought leaders
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
15
Key 2024 trends
to help you embrace
the next era of SEO
Search 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 Top SEO Trends

Takeaways
and action items
AWARENESS
Decision 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.
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.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
16

The strongest connections happen
via call, click, chat, and camera.
ENGAGEMENT
The customer journey is shifting and brand
communication affects every decision.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
17
Chat Messaging Email Video

Marketers, it’s time
to embrace bots
CHAT
HubSpot 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 approach 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 strategies.
“It’s 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 customer’s needs about products,
pricing, and case studies. At HubSpot, we introduced a Gen AI-powered
chatbot to our website and the results have been promising: 78% of
chatters’ questions have been fully answered by our bot, and these
customers have higher satisfaction scores.”
Introduction
Awareness
Engagement
Personalization
Efficiency
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18
YAMINI RANGAN
CEO, HubSpot
Day-to-day marketing tasks
36% of marketers use AI chatbots 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 chatbots
Personalized experiences
72% of marketers agree that AI and automation tools
like chatbots help them personalize the experience
customers get with their company.
Customer service and growth
24% 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
that’s available 24/7?
Try ChatSpot

“The more personalized we
are, the better results we
see. Integrating [HubSpot]
with MessageMedia’s
SMS platform gave us
the power to provide a
consistent omnichannel
customer experience.”
JOBETH HARVEY
Former CRM, Loyalty, and Wine
Club Manager, Vinomofo
Commerce has joined
the conversation
MESSAGING
In 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 it’s a top
driver of ROI, and 12% plan to invest in mobile for the first 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 experience
The results of
personalized messaging
Vinomofo, one of the biggest Australian online
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 workflows, too.
Introduction
Awareness
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19
increase in sales conversions
better customer re-engagement
return on investment
21%
50%
120X
SMS for HubSpot
with MessageMedia
WhatsApp Business
integration with
HubSpot

RE: Email — it still works,
but be ready to adapt
EMAIL
Email is an OG marketing and communication strategy that’s 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. But 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 be ready to respond to even the most
unexpected happenings.
Create an email with HubSpot’s AI email writer
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
20
of marketers using AI
generate email content with it.
49%
27%
25%
23%
Being ready to pivot in case of a major event
Creating content that reflects brand values
The importance of personalized experiences

Litmus’ annual State of Email Workflows Report revealed that 41% of email marketers count email marketing as their most
effective channel — that’s pretty darn effective. Here’s how to make the most of your email marketing program in 2024.
1. Use dynamic content to personalize at scale 2. Integrate email programs to save time
It isn’t 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
inbox 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 —
with 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 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 that’s a great
place to start. Email integrations make a noticeable difference for
email 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
• Social media feeds
• Social signals
• Weather
How to Create an Email Program That’s Ready for Anything
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21

The good news is that email has an average ROI of $36 for every $1 spent.
The better news — AI-powered personalization in marketing can increase ROI
by up to 70%, and that’s 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. Marketers 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 emails result in the best possible experiences.
Make Every Send CountTM
Email isn’t 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 use 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 you’re ready to start your
personalization journey, choose 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 technology
Start Your
Personalization
Journey
Easily create personalized email experiences
at scale across your entire customer journey
with Litmus Personalize.
Try it now
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
22

of marketers using
TikTok will increase their
investment next year, the
highest of any platform.
of marketers who don’t
use short-form video will
start in 2024.
56%
30%
Lights, camera, engagement —
video is commanding attention
and generating ROI
VIDEO
Among 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 Instagram 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 than 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 asking, 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
brand’s video
strategy
Build out your brand’s YouTube presence:
To maximize visibility via video, optimize
brand videos with important keywords and
create channels and playlists based on your
most popular content topics.
Introduction
Awareness
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Conclusion
23
Experiment with AI video tools:
Transform blog posts into videos with
AI video tools like Pictory, or create
talking head videos for your brand
using AI avatars on Synthesia.

As search fragments and
consumers take their queries to
TikTok and Reddit before Google,
Growth and Social Media
teams need to forge a
new partnership.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
24
AJA FROST
Director of Global Growth, HubSpot

Takeaways
and action items
ENGAGEMENT
Embrace 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 plan 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
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
25

Privacy is paramount to
personalization, people!
PERSONALIZATION
In a cookieless future, first-party data is
the only way to personalize content.
Introduction
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Conclusion
26
Privacy Targeting

C is for cookie concerns
DATA + PRIVACY
The 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 by phasing out third-
party cookies. In response, businesses are turning to first-party data that users provide themselves, and
other contextual information that doesn’t compromise privacy. Twenty-five percent of marketers plan to
collect first-party data from their customers. First-party data solves more 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 customers 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 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 Data
1. Consider what data you have and what you still need
2. Identify what data points to prioritize
3. Keep your data collection gentle — it shouldn’t feel like a customer interrogation
4. Hierarchically set data priorities based on your current database
How to build first-party data into your email strategy
Not sure
Yes
No
12%
47%
41%
Is your company working on a plan to
approach cookie-free targeting?
Introduction
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Conclusion
27

Personalized 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 very effective compared to marketers at
brands that don’t 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.
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.
Switching 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, Vinomofo
Next stop —
personalization station
TARGETING
The right targeting can be the difference between a delightful, personalized moment
and 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 experience
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
28
1
2
3

Third-party cookies are so yesterday —
use first- and zero-party data instead.
Takeaways
and action items
PERSONALIZATION
Great data starts
with well-organized systems.
Use generative AI to learn 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.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
29

Want more big ideas?
Free up your time from
manual tasks.
EFFICIENCY
When systems are operating smoothly and
you’ve got some AI help, anything’s possible.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
30
AI + Automation Marketing Ops, Systems, + Tools

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
31
AI is more efficient, more
effective, more everything
AI + AUTOMATION
64% of marketers already use AI and
automation, 62% find it important to their
marketing, and 38% of those who don’t
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 over menial tasks and 60%
of marketers see AI as an assistant that helps them across their
job duties. 81% of marketers using GAI say it’s effective at assisting
them in their role.
For ideas and
inspiration
To create outlines
To draft content
To write content
63% of marketers believe that in 2024, most content 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 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 Operations
Marketers using AI and automation tools are 95% more likely to say their marketing strategy was very effective.
Get on the AI train
Data-driven marketing
made easier
Is AI the new Clippy?
How marketers use AI to create content
GAI content performs
The #1 way to use AI is research
45%
31%
6%
18%

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
32
Time saved with AI leads
to more creative work
AI + AUTOMATION
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 they’re producing is working.
Eighty-four percent of marketers using AI are
creating content more efficiently, 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 generative AI to make content are
concerned it can harm their brand’s reputation due
to bias, plagiarism, or misalignment with brand
values. Here’s how to address AI risks.
AI stealing jobs Marketers will get more comfortable
using AI as an assistant — only 16% see
AI taking over most of their job duties.
Bias, plagiarism,
and brand safety
AI tools will add source and fact-checking
features. Companies will hire legal and
compliance specialists to guide AI usage.
Security risks Companies will hire AI security and IT
experts, and only choose trusted tools.
Unsure how to
use it
Companies will provide AI training
sessions and bring on role-specific
AI specialists.
Top AI concerns & their solutions

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
33
Seeking: A single source of truth
MARKETING OPS, SYSTEMS, + TOOLS
Now more than ever, a single source of truth is vital to maintaining 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 four marketers say it’s 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 marketing data, and a lack of a single source of truth to guide strategy.
Social media
analytics
Website
analytics
HubSpot CRM
and ABM tools
A CRM platform
other than HubSpot
LinkedIn
Navigator
Zoominfo Terminus
Which tools does your company leverage to target accounts? HubSpot State of Marketing, 2024
of marketers say
data increases
the ROI of their
marketing efforts.
of marketers with a
single source of truth
say it’s beneficial to
their organization.
26% 93%
marketers say their
marketing data is
fully integrated with
their tools.
1 in 4
45% 41% 38% 37% 33%
27% 25%

Takeaways
and action items
EFFICIENCY
Efficient 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 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.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
34

Niche audiences —
meet valuable, data-driven content.
GROWTH
Content marketing teams are working closely
with sales to share engaging campaigns.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
35
Content Marketing Sales Enablement

Navigating the new landscape
of marketing with first-party
data and AI
CONTENT MARKETING
As 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 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 imprint of AI assistance.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
36
GIUSEPPE CALTABIANO
VP of Marketing, Rock Content
of marketers believe generative AI will have a
transformative impact on content creation in 2024.
85%
A staggering 81% of marketers leveraging generative AI report it enhances their roles.
Generative AI isn’t just about efficiency —
it’s 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 content 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 the brand’s 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%

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
37
The 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. 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 privacy
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 Google’s phased withdrawal of third-
party cookies at the forefront of their concerns.
The reliance on third-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-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 Content’s Ion, provide valuable first-
party data, offering a valuable alternative in a cookie-free
marketing world.
Overcoming barriers to AI adoption Adapting to data privacy changes
As 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 third-party cookie targeting.
47%

Amidst 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-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 personalization, 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 of 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 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 of 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 personalization
Blending human creativity with the
transformative capabilities of AI
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
38
Meet AI
Content Wizard
Our 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 organic traffic.
Tryitforfree!
of marketers
report that GAI
helps create more
personalized
content.
77%

Smarketing alignment
starts with centralized data
SALES ENABLEMENT
Just 35% of marketers say their sales and marketing teams are strongly aligned. Oof. Sales and marketing teams
don’t have a single source of truth, or access to each other’s 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 leads
• A poor, impersonal customer experience
Top sales and marketing alignment challenges Results of sales and marketing misalignment
Set 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, and 26%
more likely to say their marketing strategy this year was very effective compared to those who aren’t 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. 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 data
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
39

Takeaways
and action items
GROWTH
AI elevates content marketing
quality and performance.
The fastest-growing businesses have
aligned sales and marketing teams.
High-performing brands have
a single source of truth.
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.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
40

TLDR; Get on social, try AI,
and align your systems.
CLOSING
Marketing success today depends on quick
access to data and personalization at scale.
Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
41

Introduction
Awareness
Engagement
Personalization
Efficiency
Growth
Conclusion
42
More human
marketing,
powered by
robots
CLOSING
Some of the biggest impacts to how businesses operate
today are the rapid advancement of technology, the rise of
digital natives in the workplace, and overarching 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 creativity
and connection.
If you haven’t given AI a try yet, what’s stopping you?
It’s time to jump on the AI bandwagon and head into the
future of innovation, a bit more magically.
Grow with us
Marketers — we’ve got all the resources to keep
up with trends, best practices, and more.
The Marketing Blog
The latest insights, ideas, and inspiration for modern creative marketers.
The AI Blog
Simple breakdowns of the most important AI news for professionals.
Marketing Hub
Marketing software that helps drive revenue, save time and
resources, and measure and optimize your investments.
HubSpot AI Tools
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easy-to-use AI tools, available throughout HubSpot.
Marketing Courses and Certifications
Learn the latest business and marketing trends from leading experts.

Industries represented
Methodology
We conducted a survey in September 2023 with 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 • hello@cxd.studio
Countries represented
Australia, Canada, Denmark, Finland, France, Germany,
Japan, Luxembourg, Netherlands, Norway, Singapore, Sweden,
United Kingdom, United States
Advertising or marketing
Agriculture, food, and beverage
Business or consumer services
Chemicals and metals
Communication services
Construction
Consumer product manufacturing
Defense or aeronautics
Education
Electronics
Emergency services
Energy, utilities, and waste management
Financial 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

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