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Data-Driven Strategies: Key Takeaways from HubSpot's State of Marketing Report 2023

July 26, 2023

As we navigate the evolving landscape of marketing in 2023, determining the most effective approaches and allocating resources strategically can be a daunting task, leaving marketers in search of clarity and direction.  

HubSpot’s 2023 State of Marketing Report is a great resource to navigate through the crazy world of marketing that we live in today. HubSpot’s State of Marketing Report is a helpful tool to all marketers that dives deeply into the emerging trends of 2023, top performing channels, and the future of marketing. Marketers across the globe utilize this resource as a tool to stay ahead of the marketing game.  

In this blog, we aim to break down the key insights derived from HubSpot's State of Marketing Report of 2023. Our goal is to offer a comprehensive overview of the report's highlights, ensuring that you gain a clear understanding of the key takeaways from the report so that you are able to effectively leverage these insights in order to drive your marketing endeavors towards greater success.  

Within HubSpot’s State of Marketing Report from 2023, 3 major marketing areas are broken down: Top Marketing Channels, Emerging Trends, and the Future of Marketing.  


Top Marketing Channels  

The top marketing channels highlighted within the report range from blogs to social media shopping tools and influencer marketing. Each of these channels are key to gaining the highest ROI.

With 33% of marketers planning to utilize blogs in the coming year, it is key to learn the best practices when it comes to writing a blog so that your business and clients are able to benefit from this effective tool.  

As more customers begin shopping from their phone on a daily basis, both Instagram and Facebook in-app shopping tools have emerged as a successful new sales channel. The report states that 30% of Gen Z and Millennials have made an in-app purchase within the past 3 months. This is a huge opportunity for businesses to test out in 2023.  

26% of marketers are planning on utilizing influencer marketing as well in 2023. Influencer marketing is a fantastic way to increase brand visibility. To learn more influencer marketing, take a look at our blog, How to Use Influencers to Increase Brand Visibility.  


Emerging Trends  

Some of the trends that are emerging in 2023 are ensuring a mobile-friendly design and utilizing values-driven content and one trend that's sticking around for the long haul is short form videos.  

In 2023, 32% of marketers are going to be utilizing a mobile-friendly web design. Creating a web design that is optimized for both desktop and especially mobile devices is becoming more important by the day. The report notes that nearly 65% of accessing the web derives from mobile devices.  

Creating a mobile-optimized website is a great update to make to your business in 2023 as most users are accessing your page through their mobile phone. Without a great first impression from your website, many customers will turn away from your business and take their business elsewhere.  

In this day and age, consumers want to hear about what is important to your company, what you care about, and more importantly, why do you care about those things. Values-driven content is more important than ever and this year, 16% of marketers plan on utilizing values-driven content for the first time.  

You may be wondering why your audience wants and needs to hear more about your values. Now, more than ever, consumers want to purchase from companies whose values resonate with their own. They want you to take a stand on current events so that they know who they want to purchase from and who they don’t.  

For this reason, it is important to make your values known. According to the report, a few great ways to show off your company’s values are through a blog post, creating a podcast, or through regular social media posts.  

The final trend that is sticking around and becoming stronger by the day is short form videos. With an astounding 90% of marketers planning on increasing or maintaining their investment in short-form video, you may want to consider jumping on the bandwagon.  

According to HubSpot, short-form video content generates the highest ROI. Utilizing short-form videos on social media platforms such as Instagram reels, TikToks, and YouTube shorts, is a great way to show off a more casual side of your business. It’s an easy way to entertain your audience while showing the people and faces behind the strategy.  

Although it is intimidating to jump in and showcase what goes on behind the scenes in your business, short-form videos will see the most growth in 2023 according to HubSpot's report. With that being said, it is important to leverage this skill sooner than later. Learn more about short form videos in our blog, Short-Form Video, Long-Term Success.  


The Future of Marketing  

It will come as no surprise to many that the rolling out of many new forms of AI and Automation platforms has everyone talking, especially marketers. According to HubSpot’s report, 46% of effective marketers are likely to use automation tools in 2023.

Marketers are getting busier by the day and by utilizing AI and automation tools, they are able to save time so that they can dedicate more of their time to creative work that AI is unable to replicate.

Some time-saving automation tools that you may want to try your hand at are Chat GPT and automated email flow tools.  Developing skills using AI and Automation tools in an effective way will help you to keep from getting creative fatigue and instead, leverage your campaigns to be stronger than ever. This is the future, let’s embrace it together!  

Now that you know the key takeaways from HubSpot’s State of Marketing Report for 2023, we encourage you to take the time to dive deep into the read. Learn from and leverage these important statistics provided in the report so that you can stay ahead of the marketing game!  


Looking for further marketing support? Our full-service marketing team is happy to help, contact us today!  



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