The Top Goals of Marketing Managers & Leaders in 2025 [New Data + Expert Tips]

To successfully lead a advertising group, it’s important to know what you’re working in direction of. Whether or not your focus is to extend income or enhance your prospects’ understanding of your merchandise, beginning with a transparent precedence helps information all of your efforts in 2025 and past.

However generally, you could wrestle to establish your group’s most vital targets. Because of this, we surveyed 700+ marketing executives that will help you make the proper choices.

Let’s look at the highest targets of promoting administration for the upcoming 12 months and share some recommendation from leaders at ClickUp, RocketReach, Uber, and extra on how you can obtain them.

Prime Advertising Supervisor Targets in 2025

1. Improve income and gross sales.

In accordance with our survey, “growing income and gross sales” is the highest precedence for many advertising leaders going into 2025, with simply over 20% reporting it.

This shouldn’t come as a shock. Our core job as entrepreneurs is to affect a enterprise’ backside line by attracting the proper audiences and driving leads down the pipeline for gross sales.

Gaurav Agarwal, ClickUp’s chief working officer, as soon as echoed this sentiment to me: “As a fast-growing firm with industry-leading NDR, including new income sustainably is all the time a prime precedence. Now we have to be hyper-focused on constructing out totally different progress and gross sales capabilities to attain that purpose.”

Tricks to obtain this advertising supervisor purpose:

To extend income, advertising leaders should establish areas of their buyer journey that may be additional optimized. Moreover, advertising leaders will wish to deal with lead technology.

There is no such thing as a one-size-fits-all method to efficient lead technology. To improve your lead generation strategy, you would possibly take a look at out new touchdown pages or calls to motion. Strive creating stronger presents or re-focus your efforts on extra highly effective lead nurturing campaigns.

It’s additionally vital to repeatedly take a look at new platforms — like TikTok or podcasting — to succeed in new audiences.

Reflecting on income as a purpose, Michelle Keene, Vice President of Product Advertising at Rocket Lawyer, advised me when years are “anticipated to be dominated by financial uncertainty, the shift to worthwhile progress [rather than growth at all costs] will solely be accelerated — transferring from a pleasant concept to a requirement.”

To fight this problem, Keene presents 5 key rules for advertising leaders to comply with:

1. Transfer from a revenue-only purpose to a income and cost-of-acquisition purpose.
2. Discover expertise options that allow CAC measurement on the program degree.
3. Evolve your advertising attribution fashions.
4. Deeply perceive your goal audiences and their must ship the proper messages on the proper time.
5. Encourage ongoing deployment of hypothesis-driven experiments and optimizations.

She added, “As a advertising chief, I embrace this problem, prioritizing environment friendly progress. Whereas any mindset shift is difficult, the advantages far outweigh the change administration prices.”

“It could possibly remodel the best way senior executives view advertising — not as an expense, however as an funding — which is de facto empowering and energizing for me.”

2. Get a greater understanding of shoppers and their wants.

Subsequent, entrepreneurs leaders ranked “getting a greater understanding of shoppers and their wants” as their second greatest precedence in 2025.

This is smart, contemplating in addition they stated the {industry}’s greatest change previously 12 months has been an elevated deal with the shopper and their expertise with manufacturers.

Your happiest prospects could be not solely your most profitable but in addition your strongest advocates in your model out within the wild. Prospects keep loyal to manufacturers they love and need to suggest them on social media and to family and friends. However how do you construct this sort of dedication?

Tricks to obtain this advertising supervisor purpose:

Jennifer Chou, Senior VP of Advertising at RocketReach, believes having a robust understanding of your prospects is an important first step in constructing model loyalty.

She advised me, “Advertising is about storytelling and serving to individuals envision how your options might help them obtain their targets. Having a greater understanding of your prospects and their wants is essential to creating that intangible connection that builds affinity, consideration, and, in the end, loyalty.”

She continues, “Prospects wish to relate to firms in new methods. They wish to really feel that ‘the corporate understands what I’m coping with and is constructing merchandise for me’…This implies we have to know their challenges and targets as nicely and even higher than they do.”

To domesticate a robust relationship between your model and its neighborhood, additionally guarantee your advertising supplies convey your model’s values.

Folks will really feel extra related to your online business in the event that they imagine your organization cares about points that matter most to them.

As Daniel Godoy, Microsoft’s World Head of Programmatic Evangelist, says, “The easiest way to win belief is by upfront stating the values your model cares about and having clear communication that highlights your objective commitments.”

Create higher buyer experiences with personalization.

As increasingly entrepreneurs are realizing, loyalty additionally actually comes again to creating an excellent customer experience. The truth is, in keeping with Adobe, 86% of consumers can pay extra for a superior buyer expertise.

We entrepreneurs must dig deeper into what our patrons are searching for from our providing and their interactions with us. What would make being your buyer simpler or extra gratifying?

Personalization could be key to this.

Zendesk discovered that 70% of customers anticipate anybody they work together with at a enterprise to have the total context of their earlier engagement and actions.

And, in our survey, 86% of entrepreneurs admitted a customized expertise will increase gross sales reasonably or considerably.

What are some methods you may personalize your advertising?

• Tackle your purchaser by identify in all interactions, together with e mail, web site, cellphone calls, and in-person conferences.
• Make suggestions primarily based on their particular wants, issues, demographics, or previous habits.
• Have group members reply personally to all social media engagements. Whereas AI can be very helpful with personalization, that is one use case the place it may well come off as robotic.

However these are only a few concepts. Don’t be afraid to ask your prospects what they need and want. Ask for suggestions after interactions or purchases. Good or unhealthy, the insights can solely assist you to enhance.

Moreover, create alternatives in your prospects to work together with one another.

You would possibly create a Fb or Slack group so your prospects can have interaction with one another, share {industry} finest practices, and get concepts or recommendations to assist them work by means of their enterprise challenges.

Again in 2019, HubSpot’s Social team created a Facebook group and has since leveraged it to foster a stronger sense of neighborhood amongst its members.

3. Improve model consciousness/attain new audiences.

This arguably goes together with our first two factors, however in keeping with our analysis, the third precedence of entrepreneurs in 2025 is growing model consciousness and reaching new audiences.

I imply, give it some thought. After all, that is to assist improve income and gross sales, however its success will depend on understanding your viewers.

If your online business is coming into new markets, you could take the time to know your new prospects so you may successfully present how your product helps them.

Tricks to obtain this advertising supervisor purpose:

In accordance with our survey, entrepreneurs assume an important data to find out about their prospects is:

• How they devour content material (33.43%)
• Their demographics (31.77%)
• Merchandise they’re concerned with shopping for (27.9%)

Based mostly on this data, you may higher perceive the worth your advertising should ship and what new audiences can be interested in.

Each viewers is totally different, after all, however generally, there are some tendencies you need to use to start out testing. As an illustration, greater than half of consumers choose to find out about merchandise by looking the Web or social media.

Meaning a robust SEO or social media strategy is a good place to start out when attempting to construct model consciousness and improve attain.

Creating product-led content material in your web site and social media might help present prospects what your product is all about and the way it works lengthy earlier than they make a purchase order.

Let’s say you’re employed for a video enhancing firm, for instance.

By writing content material like “Why Video Advertising Issues” and “5 Methods to Create Increased-High quality Movies,” individuals concerned with video shall be launched to your model as a participant within the house.

However you don’t wish to cease right here. Go additional by creating comparison articles that concentrate on high-intent X vs. Y key phrases. Even when your software program isn’t well-known in purchaser cycles, you may examine your self to fashionable opponents and, as soon as once more, assist clarify your position within the {industry}.

As soon as readers study that you’re an possibility for them and discover worth in your content material, they’ll be extra prone to discover your website additional. It’s content marketing 101.

In the event you’re advertising to Gen Z or millennials, it’s additionally crucial you utilize social media for product schooling. It’s Gen Z’s favorite channel for learning about new products and millennials’ second favourite (proper behind search engines like google).

Extra on that in: Social Media Marketing: The Ultimate Guide

Prime Advertising Supervisor Goals Based mostly on Traits

Our survey additionally revealed a number of rising tendencies that advertising leaders are intrigued by and planning their methods round. Listed below are the highest three.

4. Spend money on personality-led content material and creator partnerships.

The place there’s social media, content creators can’t be far behind. Thus, it ought to come as no shock that advertising supervisor targets additionally embrace investing in influencer and creator partnerships in 2025.

Influencer advertising has been confirmed to foster engagement, drive site visitors and clicks, and generate conversions and gross sales. Trendy shoppers are inclined to belief influencers greater than manufacturers, discovering them authentic and relatable.

That’s doubtless why Sprout Social has found that 49% of all shoppers make every day, weekly, or month-to-month purchases due to influencer posts. Realizing this, it’s sensible to not sleep on the advertising energy of influencers and creators.

However how do you get began?

Tricks to obtain this advertising supervisor purpose:

Influencer advertising campaigns can happen on a wide range of platforms (Instagram, YouTube, and many others.) and are available in all totally different styles and sizes, together with:

• Affiliate or Low cost Codes
• Contests and Giveaways
• Sponsored Posts
• Gifting
• Takeovers
• Collaboration

Begin by figuring out the platforms your viewers is most energetic on and who they’re engaged with on them. From there, fellow HubSpotter Ramona Sukhraj breaks down the totally different prospects and how you can develop your influencer advertising technique in this article.

5. Diversify paid media throughout direct, oblique, and model fashions.

With extra competitors on search engines like google and social and more and more elusive algorithms throughout all of them, the significance of paid media can’t be ignored.

In 2023, promoting their services and products successfully was one of many prime targets of entrepreneurs, and now that focus has turned to diversification.

Promoting isn’t what it was. This isn’t the times of Mad Men’s Don Draper and creating quippy billboard slogans — a minimum of, not solely. Past the extra traditional channels like print, TV, radio, and unsolicited mail, many manufacturers now promote virtually completely on digital platforms.

Many digital promoting platforms supply useful instruments for good focusing on, creating partaking adverts, and iterating rapidly if one thing isn’t working.

Google’s responsive ads feature, as an illustration, exams varied headlines and descriptions and in the end shows the mix that performs finest with an meant viewers.

In the meantime, Fb permits A/B testing and is understood for having one of the most robust audience-targeting tools obtainable for social media.

Tricks to obtain this advertising supervisor purpose:

Total, entrepreneurs right this moment have a wealth of paid promoting choices, and it’s good to experiment with them. Like influencer advertising, begin by figuring out the place your viewers consumes content material and appears for solutions.

Subsequent, see what promoting choices it has which can be related to your targets.

As an illustration, for those who’re attempting to spice up downloads on a selected supply, maybe you wish to run a Facebook Lead Ad. Combine and match your choices whereas being aware of your funds and see what delivers the perfect outcomes.

Be taught extra about your paid promoting choices in: The Ultimate Guide to PPC Marketing

6. Replace web optimization methods for AI-driven search.

You didn’t assume we’d speak about 2025 and never point out artificial intelligence (AI), did you?

Rounding out the highest targets for advertising leaders, in keeping with our survey, is updating web optimization methods for AI-driven search.

AI search isn’t restricted to assistants like Alexa, ChatGPT, and Claude anymore. It’s additionally being adopted by leaders within the house, resembling Google, with AI overviews.

Source

HubSpot’s Kieran Flanagan expects AI to shift web optimization in three fundamental methods. It’ll:

1. Lower click-through charges on search engines like google.
2. Drive search engine specialists to be extra holistic digital entrepreneurs.
3. Make customer-centric methods extra vital than keyword-focused ones.

So, what can we do?

Tricks to obtain this advertising supervisor purpose:

Right here’s what Flanagan suggested in a recent article:

• Create high-quality, skilled content material: Your content material cannot simply reply frequent questions with related data anymore. Everybody can do this. Now, it wants to offer credible views, authoritative suggestions most readers gained‘t discover elsewhere, and different components that adjust to Google’s EEAT philosophy.
• Optimize for featured snippets: Construction your content material so it is simply scannable and supplies direct solutions to frequent queries. As AI overviews are slowly changing featured snippets, we imagine the standards for showing right here could also be comparable.
• Deal with consumer intent: Tailor your content material to handle particular consumer wants, which might enhance your possibilities of being beneficial as a solution in LLM-generated search results.
• Construct authority and backlinks: Like search rank generally, high-quality backlinks and mentions can sign to LLMs that you are a trusted supply. Maintain making this a precedence.

You may as well take a look at these sources from HubSpot:

Setting (And Attaining) Targets Like a Advertising Chief

Figuring out your prime purpose will depend on your organization’s wants.

If your organization seeks visibility, a rise in site visitors might present you’re transferring in the proper course. If your organization is struggling to fulfill its monetary targets, income out of your advertising initiatives could also be your core purpose.

Your targets and KPIs ought to incorporate many ideas, however some priorities and focuses additionally stay common in right this moment‘s market. So, use the tendencies and recommendation on this article to discover your online business’s prospects and the perfect alternatives to attain its targets.

Editor’s word: This submit was initially revealed in October 2022 and has been up to date for comprehensiveness.