The Prime Targets of Advertising Managers & Leaders in 2025 [New Data + Expert Tips]

To successfully lead a advertising and marketing workforce, you must 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 typically, you could battle to establish your group’s most necessary targets. Because of this, we surveyed 700+ advertising and marketing executives that can assist you make the precise selections.

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

Prime Advertising Supervisor Targets in 2025

1. Enhance income and gross sales.

In accordance with our survey, “rising income and gross sales” is the highest precedence for many advertising and marketing 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 precise 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 at all times a high precedence. We have now to be hyper-focused on constructing out totally different progress and gross sales capabilities to attain that objective.”

Tricks to obtain this advertising and marketing supervisor objective:

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

There isn’t any one-size-fits-all strategy to efficient lead technology. To enhance your lead technology technique, you may take a look at out new touchdown pages or calls to motion. Strive creating stronger gives or re-focus your efforts on extra highly effective lead nurturing campaigns.

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

Reflecting on income as a objective, 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 gives 5 key rules for advertising and marketing leaders to comply with:

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

She added, “As a advertising and marketing 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 actually rework the best way senior executives view advertising and marketing — not as an expense, however as an funding — which is actually 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 sensible, contemplating additionally they stated the {industry}’s greatest change previously 12 months has been an elevated concentrate on 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 and marketing supervisor objective:

Jennifer Chou, Senior VP of Advertising at RocketReach, believes having a robust understanding of your prospects is a crucial 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 crucial to creating that intangible connection that builds affinity, consideration, and, in the end, loyalty.”

She continues, “Prospects wish to relate to corporations 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 effectively and even higher than they do.”

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

Folks will really feel extra linked 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, “One of the best ways 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 more entrepreneurs are realizing, loyalty additionally actually comes again to creating a fantastic buyer expertise. In truth, in keeping with Adobe, 86% of shoppers 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 satisfying?

Personalization could be key to this.

Zendesk discovered that 70% of shoppers 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’ll be able to personalize your advertising and marketing?

• Tackle your purchaser by title 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 workforce members reply personally to all social media engagements. Whereas AI could be very useful with personalization, that is one use case the place it will possibly come off as robotic.

However these are just some 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 provide help to enhance.

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

You may create a Fb or Slack group so your prospects can have interaction with one another, share {industry} greatest practices, and get concepts or ideas to assist them work by their enterprise challenges.

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

3. Enhance 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 rising 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 relies on understanding your viewers.

If your online business is getting into new markets, it’s essential to take the time to know your new prospects so you’ll be able to successfully present how your product helps them.

Tricks to obtain this advertising and marketing supervisor objective:

In accordance with our survey, entrepreneurs assume crucial info to find out about their prospects is:

• How they eat content material (33.43%)
• Their demographics (31.77%)
• Merchandise they’re keen on shopping for (27.9%)

Based mostly on this info, you’ll be able to higher perceive the worth your advertising and marketing should ship and what new audiences can be interested in.

Each viewers is totally different, in fact, however normally, there are some tendencies you should use to start out testing. As an illustration, greater than half of shoppers choose to find out about merchandise by looking the Web or social media.

Meaning a robust search engine optimisation or social media technique is a good place to start out when making an attempt 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 keen on video will probably be launched to your model as a participant within the house.

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

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

In case you’re advertising and marketing to Gen Z or millennials, it’s additionally crucial you employ social media for product training. It’s Gen Z’s favourite channel for studying about new merchandise and millennials’ second favourite (proper behind serps).

Extra on that in: Social Media Advertising: The Final Information

Prime Advertising Supervisor Targets Based mostly on Traits

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

4. Put money into personality-led content material and creator partnerships.

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

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

That’s seemingly why Sprout Social has discovered that 49% of all shoppers make each day, weekly, or month-to-month purchases due to influencer posts. Figuring out this, it’s clever to not sleep on the advertising and marketing energy of influencers and creators.

However how do you get began?

Tricks to obtain this advertising and marketing supervisor objective:

Influencer advertising and marketing campaigns can happen on quite a lot of platforms (Instagram, YouTube, and so on.) 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 lively on and who they’re engaged with on them. From there, fellow HubSpotter Ramona Sukhraj breaks down the totally different potentialities and tips on how to develop your influencer advertising and marketing technique on this article.

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

With extra competitors on serps 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 high targets of entrepreneurs, and now that focus has turned to diversification.

Promoting isn’t what it was once. This isn’t the times of Mad Males’s Don Draper and creating quippy billboard slogans — no less than, not completely. Past the extra traditional channels like print, TV, radio, and junk mail, many manufacturers now promote nearly completely on digital platforms.

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

Google’s responsive advertisements characteristic, for example, checks numerous headlines and descriptions and in the end shows the mix that performs greatest with an meant viewers.

In the meantime, Fb permits A/B testing and is thought for having some of the strong audience-targeting instruments obtainable for social media.

Tricks to obtain this advertising and marketing supervisor objective:

Total, entrepreneurs as we speak have a wealth of paid promoting choices, and it’s sensible to experiment with them. Like influencer advertising and marketing, 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 making an attempt to spice up downloads on a selected provide, maybe you wish to run a Fb Lead Advert. Combine and match your choices whereas being aware of your price range and see what delivers the perfect outcomes.

Be taught extra about your paid promoting choices in: The Final Information to PPC Advertising

6. Replace search engine optimisation methods for AI-driven search.

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

Rounding out the highest targets for advertising and marketing leaders, in keeping with our survey, is updating search engine optimisation 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, reminiscent of Google, with AI overviews.

Supply

HubSpot’s Kieran Flanagan expects AI to shift search engine optimisation in three important methods. It is going to:

1. Lower click-through charges on serps.
2. Power search engine specialists to be extra holistic digital entrepreneurs.
3. Make customer-centric methods extra necessary than keyword-focused ones.

So, what can we do?

Tricks to obtain this advertising and marketing supervisor objective:

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

• Create high-quality, professional content material: Your content material cannot simply reply frequent questions with related info anymore. Everybody can try this. Now, it wants to supply credible views, authoritative ideas 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 gives 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.
• Concentrate on consumer intent: Tailor your content material to handle particular consumer wants, which might enhance your possibilities of being really useful as a solution in LLM-generated search outcomes.
• Construct authority and backlinks: Like search rank normally, high-quality backlinks and mentions can sign to LLMs that you are a trusted supply. Preserve making this a precedence.

You too can take a look at these assets from HubSpot:

Setting (And Attaining) Targets Like a Advertising Chief

Figuring out your high objective relies on your organization’s wants.

If your organization seeks visibility, a rise in visitors might present you’re transferring in the precise course. If your organization is struggling to satisfy its monetary targets, income out of your advertising and marketing initiatives could also be your core objective.

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

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