Marketing Statistics Every Team Needs to Grow in 2026

Conversion Rate Optimization (CRO)

• Conversion Rate Optimization is the second-most-used optimization technique among marketers (50%). It's second to audience segmentation refinement by just one percent (HubSpot State of Marketing Report, 2026).

• Lead-to-customer conversion is the second most important KPI for marketers across businesses of all sizes (HubSpot State of Marketing Report, 2026).
  
• Nearly 56% of marketers say it's much easier to improve conversion rates now than it was ten years ago (HubSpot State of Marketing Report, 2026).
• In 2024, the top marketing channels driving ROI for B2B brands were their (1) website, blog, and SEO efforts, (2) paid social media content, and (3) social media shopping tools. (HubSpot State of Marketing Report, 2025).
• For B2C brands, the channels with the best ROI were (1) email marketing, (2) paid social media content, and (3) content marketing. (HubSpot State of Marketing Report, 2025).
• The average conversion rate across all e-commerce sites is under 2% (Statista, 2025).
• Conversion rates are highest for skincare online shopping at 2.7% and lowest for luxury apparel at just 0.4% (Statista, 2025).
• Email marketing is one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs (FirstPageSage, 2025).

Mobile Search

• 63% of consumers prefer to find information about brands and products on mobile devices (HubSpot State of Consumer Trends, 2024).
• Most marketers report that mobile devices account for over half of their annual traffic (HubSpot Web Strategy & Analytics Report, 2023).
• The average U.S. household had 21 connected devices (Deloitte, 2023).
• Google accounts for over 93.9% of global mobile search market share (StatCounter, 2025).

Organic Search

• 32.9% of internet users aged 16+ discover new brands, products, and services via search engines. (DataReportal, 2025).

• 41% of marketers say the top trend they’re exploring is updating SEO strategy for changes in search 

• 70% of B2C marketers say they understand the challenges in organic search and what to do about them. This is higher than the percentage of B2B marketers (62%) (HubSpot State of Marketing Report, 2026).

Voice Search

• Over 20% of global internet users over 16 years old use voice assistants to find information. (DataReportal, 2025).
  

• 73.7% of marketers plan on maintaining or increasing their investment in voice search optimization this year.  (HubSpot State of Marketing Report, 2026).

• Less than 10% of marketers report leveraging voice search optimization (Alexa, Siri, etc.) in their strategy currently.  (HubSpot State of Marketing Report, 2026).
• Experts forecast voice assistant usage on smartphones will rise to 48.7% of internet users by 2029 (eMarketer,  2026).
  
• By the end of 2026, it's predicted that there will be over 157 million voice assistant users in the United States alone. (Statista, 2025).

E-commerce

• Smartphones account for over 78% of retail website visits worldwide (Statista, 2025).
• E-commerce accounts for over 23% of all global retail sales (Statista, 2025).
• Amazon is the top e-commerce platform in traffic and gross merchandise value globally, with JD.com and Walmart.com rounding out the top three. (Statista, 2024).

AEO and AI in Search

• Nearly 24% are exploring updating their SEO strategy for generative AI in search (e.g. ChatGPT, Gemini, Claude) (HubSpot State of Marketing Report, 2026).

• Over 92% of marketers plan on or are already using SEO optimization for traditional and AI-powered search engines (HubSpot State of Marketing Report, 2026).
• Nearly 30% of marketers reported decreased search traffic as consumers turn to AI tools. (HubSpot State of Marketing Report, 2026).

Blogging

• In 2025, blog posts (38%) were the third most popular content format used by marketers, following short-form video (60%), and long-form video (38%). This is an increase from fourth place in 2024. (HubSpot State of Marketing Report, 2026).

• In 2025, blog posts were among the top 5 highest-ROI content formats according to marketers. (22.26%) (HubSpot State of Marketing Report, 2026).

• Small businesses are 23% more likely than average to see ROI from blog posts (HubSpot State of Marketing Report, 2026).

• Website/blog/SEO remains the #1 ROI-generating channel according to marketers. It’s followed closely by paid social media with 26% (HubSpot State of Marketing Report, 2026).

• Blog posts were among the top 5 content formats marketers plan to invest most in for 2026, following short-form video, live video, long-form video, and user-generated content (HubSpot State of Marketing Report, 2026).

• About 94% of marketers plan to use AI in their content creation processes (including blog articles) in 2026 (HubSpot State of Marketing Report, 2026).

• The average blog post length was around 1,350 words in 2025 — decreasing for the second year in a row (Orbit Media, 2025).

Video

• The top 3 ROI-driving content formats, according to marketers, are all video-based: short-form video (49%), long-form video (29%), and live-streaming video (25%) (HubSpot State of Marketing Report, 2026).

• Short-form video is the most leveraged media format by marketers. (HubSpot State of Marketing Report, 2026).

• 91% of businesses use video as a marketing tool in 2026. 93% view it as an important part of their strategy. (Wyzowl, 2026)
• Most marketers (46%) allocate a third of their budget (or less) to video content.(Wyzowl, 2026).
• YouTube is the most widely used video marketing platform with 82%. (Wyzowl, 2026).
• 67% of video marketers list views as their top KPI, followed by engagement (63%), and leads/clicks (52%) (Wyzowl, 2026).
• 51% of people say that the optimal length for an effective video is 30-60 seconds. 91% said lengths less than two minutes (Wyzowl, 2026).

Content Strategy

• 29% of marketers actively use content marketing. (HubSpot State of Marketing Report, 2024).

• Over 41% of marketers measure the success of their content marketing strategy through sales. (HubSpot State of Marketing Report, 2024).
• Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot State of Marketing Report, 2024).
• 50% of marketers plan on increasing their investment in content marketing in 2024. (HubSpot State of Marketing Report, 2024).
• One in two writers use AI tools to boost the performance of their content (HubSpot State of Marketing Report, 2023).
• 48% of social media marketers share similar or repurposed content across platforms with minor moderations or adaptations. In comparison, 34% make unique content from scratch for each platform, and 17% share the same content across platforms (HubSpot State of Marketing Report, 2023).
• 13% of marketing leaders report that content strategy is their top challenge (HubSpot State of Marketing Report, 2023).

Audio

• 91% of marketers plan to maintain or increase their investment in podcasts and audio content in 2025. (HubSpot State of Marketing Report, 2025).

• 25% of marketers leverage podcasts or other audio content as part of their content strategy. (HubSpot State of Marketing Report, 2024).
• Ad spending in the digital audio advertising market is projected to reach more than $12.16 billion in 2025 and $14.84 billion in 2029 (Statista, 2025).
• 73% of participants in a study agreed that they are open to listening to ads on audio streaming services if the tone fits what they’re doing at the time. (Spotify, 2025).
• 53% of people who own a smart speaker and have heard an ad on their device say they will likely respond to it (Basis Technologies, 2023).

Facebook

• 69.6% of marketers leverage Facebook in their marketing strategy. Secondly, only to sister platform Instagram at 70% (HubSpot State of Marketing Report, 2026).
• 43% of marketers rank Facebook as one of  the highest ROI-driving social media platforms (HubSpot State of Marketing Report, 2026).
• 28% of marketers report seeing the highest ROI from social media influencers from Facebook. (HubSpot State of Marketing Report, 2025).

Instagram

• Instagram is the most popular social media platform used by marketers (70%)(HubSpot State of Marketing Report, 2026).
• According to Marketers, Instagram is the most-cited social media platform for ROI (HubSpot State of Marketing Report, 2026).
• 26% of marketers plan to explore selling products directly on social media in 2026, including Instagram shops  (HubSpot State of Marketing Report, 2026).
• Instagram has 3 billion monthly active users globally (CNBC, 2025).
• 92% of Instagram users globally are under 45 years old. (Statista, 2025)
• 22% of marketers report that niched Instagram influencers deliver the next high ROI after Facebook. (HubSpot State of Marketing Report, 2025).

X (formerly Twitter)

• According to X Data, X has about 550 million monthly active users worldwide, and 250 million are daily active users. On average users spend 30 minutes a day on the platform.  (X Data, 2024).
• 56% of businesses are still investing in X for marketing (HubSpot State of Marketing Report, 2026).
• X is the 5th most popular social media platform globally (Statista, 2025).

TikTok

• A new social media platform compared to the competition, 57% of marketers are already using TikTok in their strategy. 32% say it consistently offers the highest ROI, making it the fourth-highest (HubSpot State of Marketing Report, 2026).

• TikTok is the social media channel most marketers plan on using the most in for 2026 (HubSpot State of Marketing Report, 2026).
• Short-form video is the top media format marketers plan on investing in for 2026, boding well for TikTok as the industry leader (HubSpot State of Marketing Report, 2026).

LinkedIn

• LinkedIn has over 1.2 billion members (DataReportal, 2025) across 200 countries and regions LinkedIn, 2025).
• In 2025, 42% of marketers reported using LinkedIn as part of their marketing strategy. This is an increase of 11% from 2024 (HubSpot State of Marketing Report, 2026).
• 33.4% of LinkedIn’s users are between 25 and 34, while 20.5% are between 18 and 24 years old, and 15.9% are 35-54. (Statista, 2025).
• 56.9% of LinkedIn users are male and 43.1% are female. (Statista, 2025). 
• More than half of LinkedIn user households earn over $100,000 a year. (PewResearch, 2025)
• 54% of LinkedIn users have at least a bachelor's degree. (Statista, 2025).
  
• Four out of five LinkedIn members drive business decisions. (LinkedIn Advertising)
  
• 89% of B2B marketers use LinkedIn for lead generation, and 62% say it produces leads for them effectively (Sprout Social, 2023).

Pinterest

• Pinterest has 553 million monthly active users (Pinterest, 2025).
• In 2026, 22% of marketers reported using Pinterest for marketing. This is a 6% increase from 2025 (HubSpot State of Marketing Report, 2026).
• 70% of Pinterest users are women (Statista, 2025).
• Pinterest has a large luxury audience and it continues to grow, up 31% YoY from 2023 to 2024 and growing 3x faster than the platform's overall user base (Pinterest, 2024).
  
• Gen Z makes up nearly half of Pinterest’s luxury audience — that's up 47% YoY.5. (Pinterest, 2024).
• 96% of top searches on Pinterest are unbranded (Pinterest, 2025).

Snapchat

• Snapchat has 477 million daily active users and 943 million monthly active users worldwide (Snapchat, Q3 2025).
• Over 75% of 13-34-year-olds in 25+ countries use Snapchat (Snapchat, Q3 2025).
• Sponsored Snaps drive up to 22% more conversions and achieve
  up to 19% lower costs per action (CPAs) when included in an advertiser's broader Snap campaign mix. (Snapchat, Q3 2025).

Social Media Management

• 90% of social media marketers say building an active online community is crucial to a successful social media strategy (HubSpot State of Marketing Report, 2023).
• Social media is the most preferred product discovery platform for consumers aged 18 to 44 (HubSpot State of Marketing Report, 2023).
• 80% of social media marketers believe consumers will buy products directly in social apps more often than on brands’ websites or third-party websites like Amazon (HubSpot State of Marketing Report, 2023).
• 66% of social media marketers report that funny content is the most effective for their brand, followed by relatable content (63%) and trendy content (59%) (HubSpot State of Marketing Report, 2023).
• Marketers report that their biggest social media challenge is determining which platforms to invest in (HubSpot State of Marketing Report, 2023).

Visual Content

• 22% of marketers said expanding from text-based to visual/audio content was the most effective diversification strategy for their brand in 2025 (HubSpot State of Marketing Report, 2026).
• Visual assets (images, videos, colors) are the top things marketers test when optimizing performance (HubSpot State of Marketing Report, 2026).
• Nearly 75% of marketers reported using AI for media creation, including video and images. This makes it one of the top five use cases for AI (HubSpot State of Marketing Report, 2026).

• Many of the most popular types of AI tools used by marketers are visual content-focused: Smart/AI image editing tools/features (45%), Video or animation generators (44%), SmartAI video or audio editing AI tools (42%), Image or design editors (40%) (HubSpot State of Marketing Report, 2026).

Social Media Usage

• There are 5.66 billion social media users globally (Statista, 2025).
• Social media is 4th most popular type of app download globally. (DataReportal, 2025).
• Facebook, YouTube, Instagram/WhatsApp, and TikTok are the top 5 most popular social media platforms globally (DataReportal, 2025).
• TikTok was the most downloaded social media app in 2025. It was the second most downloaded app overall, following ChatGPT. (Statista, 2025).
• About 64% of the world’s population uses social media (DataReportal, 2025).
• The average social media user spends 2 hours and 21 minutes on social media every day (DataReportal, 2025).

• About 73% of the global internet users 16+ use social media to research brands and products (DataReportal, 2025).

• Globally, Facebook drives the most referral traffic out of all major social media networks, accounting for about 64% (DataReportal, 2025).

Short-Form Video

• Short-form video (49%), long-form video (29%), and live-streaming video (25%) are the top 3 ROI-driving content formats reported by marketers (HubSpot State of Marketing Report, 2026).
• Short-form video is the most popular content format among marketers. The same marketers reported short-form video delivers the highest ROI (HubSpot State of Marketing Report, 2026).
• 93% of marketers say video is an important part of their marketing strategy (HubSpot State of Marketing Report, 2026).
• 37% of marketers plan on increasing their investment in video marketing in 2026 (HubSpot State of Marketing Report, 2026).
• 73% of consumers prefer to watch a short-form video to learn about a product or service (The Leap, 2023).
• YouTube Shorts had the highest engagement rate (5.91%) of all short-form video platforms in Q1 2024. TikTok followed closely with an engagement rate of approximately 5.75%, while Facebook Reels recorded an engagement rate of around 2%. (Statista, 2024).

• Despite not being a video-focused platform, LinkedIn reported a 36% increase in video views (LinkedIn)

• The average length of TikTok videos increased to 42.7 seconds in 2024, up from 39 seconds in 2023 (Statista, 2024).
• Most YouTube Shorts are 30-40 seconds long. 50-60 seconds Shorts get the most views. (INFLOW Network, 2023).

Product Video

• 96% of marketers agree that videos have helped increase users’ understanding of their product or service (HubSpot State of Video Marketing Report, 2023).
• 40% of marketers report that the biggest benefit of creating video content is to help their customers understand its products and services (HubSpot State of Video Marketing Report, 2023).
• 96% of people say they watch explainer videos to learn more about a product, and 89% report having been swayed to purchase (HubSpot State of Video Marketing Report, 2023).
• Around 51% of consumers rely on product videos to make an educated purchase decision (Plainly, 2025).

Video Analytics

• 91% of businesses use video marketing, while 67% of marketers who haven't adopted it yet plan to do so in 2025. (Wyzowl, 2026).
• Most videos uploaded to Wistia in 2023 were under three minutes or between five and 30 minutes long.

• Videos that run between 30 and 60 minutes are the best at converting viewers (Wistia, 2025).

• As video length increases, engagement rates drop. Videos under one minute see an average engagement rate of 50%, while those over 60 minutes have a 17% engagement rate. (Wistia, 2025).
• 82% of video marketers reported that video gives them a good ROI — This number is, however, down 11% from 2025. (Wyzowl, 2026).
• The most common types of videos companies made are live-action (51%), followed by animated video (23%) and screen-recorded (19%). (Wyzowl, 2026).
• 57% of video marketers say video has decreased the number of support queries they receive. (Wyzowl, 2026).

YouTube

• YouTube has more than 2.5 billion active users (DataReportal, 2025).
• YouTube (77%) has the highest mobile audience reach of all leading smartphone apps in the US. (Statista, 2025).
• YouTube’s Ad reach is 35.7% female and 42.4% male (DataReportal, 2025). 
• 64% of experienced marketers (10+ years) are using YouTube for marketing (Social Media Examiner, 2025).
• 67% of marketers plan increasing their use of YouTube in 2026 (Social Media Examiner, 2025).
• In the United Kingdom, children spend an average of 92 minutes on YouTube Kids daily (Statista, 2024).

Click-through Rate (CTR)

• The average email CTR across industries is 2.5% (HubSpot 2025)

• While email marketing remains a popular marketing channel, only about 8.4% of marketers say email open rates and click-through rates are the most important metrics of success (HubSpot State of Marketing Report, 2026).

Email Copy

• Over 80% of marketers report using AI for content creation, including email copy. (HubSpot State of Generative AI Report, 2026).
• 53% of marketers incorporate basic personalization, such as including a name in email copy (HubSpot State of Generative AI Report, 2026).

Email Segmentation

• 26% of marketers report email marketing is one of the most effective channels for segmentation/personalization. This puts it in the top 3 of use cases, tying with paid Social Media (HubSpot State of Marketing Report, 2026).
• Segmented emails drive 30% more opens and 50% more clickthroughs than unsegmented ones (HubSpot State of Marketing Report, 2023).
• 78% of marketers report that subscriber segmentation is the most effective strategy they use for email marketing campaigns (HubSpot State of Marketing Report, 2023).
• 53% of small business owners in the U.S., U.K., Canada, and Australia used email marketing as the most frequent strategy for finding new and retaining repeat customers. (Constant Contact, 2024).

Email Usage

• The number of global email users reached 4.6 billion in 2025 and is projected to grow to 4.9 billion by 2028 (Statista, 2025).
• About 75% of marketers plan on maintaining or increasing their email marketing investment in 2026 (HubSpot State of Marketing, 2026)
• Over 70% of people across age groups use an email service every month. (DataReportal, 2025)
• With 40% of marketers reporting using it, Email marketing ties with organic social media as the #2 most used marketing channel across all business sizes (HubSpot State of Marketing, 2026)
• 22% of marketers reported email marketing as one of their top ROI-driving channels. This puts it in the 5th-highest spot. Website/blog/SEO was #1 with 27% (HubSpot State of Marketing, 2026)

Mobile Email

• 41% of email views — and 75% of Gmail users’ email views — come from mobile devices (MailButler, 2023).
• 35% of email marketers use a mobile-first or mobile-responsive design process. (Litmus, 2023).

Demand Generation

• 77% of marketers rated the quality of their leads as high or very high (HubSpot State of Marketing Report, 2026).
• However, 30% of marketers still report generating leads as one of their top challenges in 2026 (HubSpot State of Marketing Report, 2026).

• 37% of marketers say leads are more informed thanks to AI. (HubSpot State of Marketing Report, 2026).

• Nearly 70% marketers reported that leads come to them later in the buying process as they've done more AI-assisted research (HubSpot State of Marketing Report, 2026).
  
• 56% of marketers say it's easier to improve lead numbers than it was 10 years ago (HubSpot State of Marketing Report, 2026).
• 93% of marketers report that personalization improves leads or purchases (HubSpot State of Marketing Report, 2026).
• 40% of marketers reported lead quality and marketing qualified leads as their most important metric in measuring success, the highest of any other metric (HubSpot State of Marketing Report, 2026).
• Brand-led marketing is making a comeback, with 37.52% of marketers prioritizing the customer experience with their brand and 28.78% creating content that aligns with their brand’s values. (HubSpot State of Marketing Report, 2025).
• Marketers are focusing more on younger audiences. In 2024, 36% target Gen Z (up from 34% in 2023), 72% target Millennials (down from 74%), 41% target Gen X (down from 67%), and 19% target Boomers (down from 27%). (HubSpot State of Marketing Report, 2025).
• 74% of marketers say content marketing helped generate demand/leads; 62% say it nurtured subscribers/audience/leads; 52% say it grew loyalty with existing clients/customers; and 49% say it helped generate sales/revenue. 37% say content marketing grew a subscribed audience, and 9% say it reduced customer support costs. (Content Marketing Institute, 2025).

Marketing Automation

• 47% of marketers report leveraging automation to make marketing processes more efficient (HubSpot State of Marketing Report, 2026).
• 93% of marketers report using automation for administrative tasks (scheduling, note-taking, documentation) (HubSpot State of Marketing Report, 2026).
• About 92% of marketers use automation for data analysis and reporting (HubSpot State of Marketing Report, 2026).
• 80% of marketers currently use AI for content creation, and 75% use it for media production (HubSpot State of Marketing Report, 2026).
• 47.18% of marketers say they strongly or somewhat agree that they understand how to incorporate AI into their marketing strategy. (HubSpot State of Marketing Report, 2025).
• 47.63% of marketers say they strongly or somewhat agree that they know how to measure the impact of AI in their marketing strategy. (HubSpot State of Marketing Report, 2025).
  

Marketing Analytics

• The 5 top metrics that matter to marketers in 2026: Lead quality and MQLs (39%), Lead to customer conversion rate (34%), ROI (31%), Customer acquisition cost (30%), lead generation volume (29%) (HubSpot State of Marketing Report, 2026).
• Almost 20% of marketers say adopting a data-driven marketing strategy is one of the biggest challenges they face in 2026, while 13% have difficulty sharing data across their organization (HubSpot State of Marketing Report, 2026).
• A majority of marketers feel confident in their ability to use data for personalization (HubSpot State of Marketing Report, 2026).
• Only about 14% of marketers feel like they don't have the data they need to effectively reach their target audience (HubSpot State of Marketing Report, 2026).
• A majority of marketers (66% B2B, 69% B2C) say that the data they have about their target audiences is high quality (HubSpot State of Marketing Report, 2026). 
• 44% of marketers analyze campaign performance weekly (HubSpot State of Marketing Report, 2026).

Adblocking

• 25% of US consumers surveyed say they use ad blockers when browsing the internet. 41% say they are annoyed by advertising in the internet (Statista, 2025)
• Ad blocking was forecasted to cost publishers $54 billion in lost revenue in 2024. (Eyeo, 2024).
  

Display Advertising

• Almost 27% of marketers currently use search/display ads as part of their marketing strategy (HubSpot State of Marketing, 2026).
• 12% of marketers reported search/display ads as one of their highest ROI-driving channels. It's also one of the channels where they believe segmentation and personalization can be most effective (HubSpot State of Marketing, 2026).
• Over 75% of marketers plan to increase or maintain their investment in search/display ads in 2026 (HubSpot State of Marketing, 2026).
• Digital advertising spending in the US is expected to exceed $383 billion in 2027. (Statista, 2024)
• Banner ad spending in the US is predicted to pass 74 million in 2026 (Statista, 2025).
• Nine out of ten dollars spent on display advertising in the United States are allocated using programmatic buying (Statista, 2023).

Mobile Advertising

• The U.S. leads the world in mobile ad spending, with an annual spend of over $233 billion (Statista, 2025).
• China is the second-largest market for mobile advertising, with an annual spend of nearly $163 billion (Statista, 2025).
• More than 60% of all global web traffic is mobile, making this an essential platform for advertisers (Statista, 2025).

Pay-Per-Click (PPC) Advertising

• With effective optimization, pay-per-click (PPC) advertising can yield average returns of $2 for every $1 spent — a 200% ROI (Wordstream, 2026).

• A personalized landing page can make PPC ad campaigns 5% more effective (Ranktracker, 2024).

• 84% of brands and marketers said they see good results with their PPC advertising campaigns (Ranktracker, 2024).

• Over 26% of marketers report segmentation/personalization being most effective in paid social media content (HubSpot State of Marketing, 2026)

Video Advertising

• In 2025, 48% of marketers reported creating videos for ads (Wyzowl, 2026)
• 41% of marketers have spent money on video ads in 2025, up 5% from 2024 (Wyzowl, 2026)  
• Video ad spending is projected to reach over $236 billion in 2026 and more than $268 billion by 2029 (Statista, 2025).

• The video platform TikTok is projected to generate close to $44 billion in advertising revenue in 2026 (Statista, 2025).

Messaging Apps

• 14% of marketers are leveraging mobile messaging in their marketing. (HubSpot State of Marketing, 2026)
• 10.5% of marketers say messaging SMS, WhatsApp, Messenger, etc) are one of their biggest ROI drivers (HubSpot State of Marketing, 2026)
• Nearly 75% of markters plan to increase or maintain their investment in messaging apps in 2026 (HubSpot State of Marketing, 2026)
• 14% of marketers name mobile messaging as one of the best use cases for segmentation/personalization. 11% say they're some of the biggest ROI drivers. (HubSpot State of Marketing, 2026)
• There are over 3 billion active users on messaging apps worldwide (Exploding Topics, 2026).
• Only 0.5% of the Meta Messenger advertising audience is in North America.  Its largest audience is in South East Asia (22.4%), followed by South Asian (18%) (DataReportal 2025)
• 94.5% of internet users aged 16 or older use messaging apps each month. (DataReportal 2025)
• 81% of consumers check their text notifications within just five minutes of receiving a text. And nearly 30% check their text notifications within just 60 seconds of receipt (Simple Texting, 2024).
• In 2024, 79% of consumers opted in to receive texts from businesses (Simple Texting, 2024).
  

Augmented Reality

• 14% of marketers use virtual reality (VR) and augmented reality (AR) as part of their marketing strategy (HubSpot Blog Marketing Trends Report, 2024).
• Over 11% of marketers report marketing in the metaverse (e.g. Horizon Worlds, Roblox (HubSpot State of Marketing, 2026)
  

Mobile

• There are nearly 7 billion smartphones worldwide, and 95% of Americans have access to a cell phone (Exploding Topics, 2023).
• More than 60% of global website traffic is mobile (SimilarWeb, 2023).
• 74% of people report that they are more likely to return to a website if it’s optimized for mobile (WebFX, 2023).
• 67% of mobile users say they’re more likely to buy a company’s product or service if its website is mobile-friendly (WebFX, 2023).
• More than half of all digital ad spending is focused on mobile ads (Statista, 2023).
• Social media ads receive the largest portion of global mobile advertising investment, with marketers spending over $140 billion on mobile social media advertising in 2023 (Statista, 2023).

CRM

• 78% of salespeople consider their CRM effective in enhancing sales and marketing alignment (HubSpot 2025).
• 52% of marketers who don’t have a CRM felt their marketing strategies were effective in 2024 (HubSpot State of Marketing Report, 2025).
• 87% of marketers using HubSpot felt their marketing strategies were effective in 2024. (HubSpot State of Marketing Report, 2025).
• 61% of sales leaders automated their CRM software in 2023 (Prezentor, 2023).
• 78% of sales leaders say their CRM effectively improves alignment between sales and marketing teams (HubSpot Research, 2023).
• 91% of companies with ten or more employees use a CRM system to manage customer data (Zippia, 2023).
• 45% of companies report that their use of CRM software has increased sales revenue (Zippia, 2023)

Selling

• Over 29% of marketers say their primary goal in 2026 is to increase sales/revenue. This is second only to increasing awareness/reach (35%) (HubSpot State of Marketing Report, 2025).
• Over 27% of marketers report sales-marketing alignment as a top challenge. Yet only 8% named improving sales and marketing alignment as a top goal in 2026 (HubSpot State of Marketing Report, 2026).
• Nearly 70% of marketers report that leads come to them later in the buying process because they've done more AI-assisted research (HubSpot State of Marketing Report, 2026).
  
• Global retail sales are projected to amount to more than $32 trillion by end of 2026 (Statista, 2023).

• 96% of prospects report doing their own research before speaking with a human sales rep (HubSpot State of Sales Report, 2025).
• More than half of sales leaders report using sales enablement content, and 79% say these materials are essential for making a sale (HubSpot State of Sales Report, 2025).

Service Level Agreement (SLA)

• 85% of marketers with a service level agreement (SLA) believe that their marketing strategy is effective (HubSpot Research, 2023).
• Companies with an active SLA are likely to experience greater year-over-year ROI than those without (HubSpot Research, 2023).
• Companies with an active SLA are 31% more likely to hire additional salespeople to meet demand (HubSpot Research, 2023).

Social Selling

• 37% of middle-market and 36% of enterprise marketers reported using social media shopping tools (i.e, Instagram Shop) (HubSpot State of Marketing, 2026)
• 23% of marketers list social media shopping tools as one of their biggest ROI drivers, while 29% say they're a top use case for personalization and segmentation (HubSpot State of Marketing, 2026)
• 35% of sales pros say social media is their top source of high-quality leads. (HubSpot 2025)
• 45% rate social media “very effective” at driving sales. That’s higher than in-person meetings (44%) or video calls (35%)(HubSpot 2025)
• Social outreach outranks email for response rates (42% vs. 26%), showing a shift in how buyers engage (HubSpot 2025)

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