Fresh Off the Press
HubSpot's annual State of Marketing Report includes original data from over 1,200 marketers across the globe. Insights and predictions from our leading people including a forward by HubSpot CMO Kipp Bodnar and featured chapters from our partners at Litmus, Rock Content, and Wistia.
What's Changing in 2023?
In 2023, marketers are doing everything they can to
reach their target audiences, with demand for innovative, dynamic content at an all-time high. Resources, however, are stretched. AI is helping to ease some of this pressure, with AI features to help with outline generation, video creation, and more. Content creators and marketers now have a new skill to learn — getting good at using AI.
More than four in 10 marketers (42%) say the number of campaigns they work on each quarter increased from 2021 to 2022, and this increasing load shows no sign of slowing. By leveraging automation, they have more time to focus on the impactful, creative work that AI can’t replace.
Channels of Interest
Brands tasked with cutting spend will do well to focus on brand visibility by maximizing content marketing and SEO tactics. Prioritize customer and prospect relationships via owned properties (e.g. blogs) and social.
Video topped the list of media formats marketers plan to invest in in 2023. Sixty-nine percent of businesses said they were likely or very likely to make more videos this year, and one in seven plan to make a heavier investment in video.
Forty-one percent of subscribers ‘skim’ emails, which means they spend between two and eight seconds on your message. Meaning marketers must evolve to create relevant, high-quality emails that stand out.