The Marketing Executive's Playbook: How Marketers Can Work & Level-Up Like 700+ Leaders in 2025 “What do you mean AI won’t fix everything?” That conversation with a marketing executive last month sparked my journey into creating this marketing executive playbook for 2025. As I dove into data and interviewed executives across industries, I discovered something surprising: While 56% of marketing leaders believe marketing has changed more in the past three years than the previous 50, the most successful leaders are taking a much more nuanced approach than I expected. To understand where marketing is headed, HubSpot surveyed 724 marketing leaders at the director level and above across major markets, including: The U.S. (27.49%), Great Britain (18.78%), Netherlands (11.74%), and Japan (10.91%). Then, to bring these findings to life, I spoke with marketing executives from companies like Wrike, Atlassian, Sendoso, and more about how they’re approaching these challenges in their organizations. Our research reveals three clear priorities for 2025: Increasing revenue and sales (20%). Deepening customer understanding (16%). Expanding brand awareness (16%). What fascinated me most in my conversations with marketing executives was how these priorities often create productive tension, pushing leaders to find creative solutions that balance innovation with proven fundamentals. Let’s dive into what’s working now and what’s next, with practical insights from both our research and real-world marketing leaders. Table of Contents The Growth–Brand Balance: A New...