{"id":404,"date":"2025-04-10T10:16:00","date_gmt":"2025-04-10T08:16:00","guid":{"rendered":"https:\/\/rotata.es\/?p=404"},"modified":"2025-04-10T11:31:39","modified_gmt":"2025-04-10T09:31:39","slug":"hubspot-report","status":"publish","type":"post","link":"https:\/\/rotata.es\/en\/informe-hubspot\/","title":{"rendered":"HubSpot report on the state of marketing in 2025"},"content":{"rendered":"

The year 2025 looks set to be a key year for marketing, as is clearly stated in the HubSpot Report 2025<\/strong>especially with regard to the incorporation of the Artificial Intelligence<\/strong>. If you are not yet integrating AI into your strategy, you are probably missing out on an important competitive advantage. And I'm not saying this to jump on a fad, but because the data speaks for itself: the 92 % by marketers <\/strong>recognise that AI has already transformed the way they work. This is not a temporary trend, but a new foundation on which today's marketing is built.<\/p>\n\n\n\n

In this article I share with you the main conclusions of the report by HubSpot <\/strong>on the state of marketing in 2025. Profound transformation is on the horizon, but there are also many opportunities ahead for you, if you can adapt strategically.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

AI as a marketing driver<\/h2>\n\n\n\n

One of the most remarkable transformations is that AI has moved from being an add-on to become the backbone of modern marketing. We're no longer just talking about automating campaigns, but helping you reinvent the way you conceive, produce and optimise your content.<\/p>\n\n\n\n

HubSpot <\/strong>introduces the concept of \"multimodal campaigns<\/strong>\"which allows you to transform an idea into multiple formats: text, video, audio, pieces for social networks, etc., all from a single source of content. This allows you to gain speed, efficiency and scalability.<\/p>\n\n\n\n

<\/p>\n\n\n\n

In addition, the use of AI agents such as \".Breeze Copilot<\/strong>\"facilitates the planning, execution and analysis of campaigns, acting as intelligent assistants that accompany your marketing team at every stage of the process.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

From traffic to attention: the new KPI<\/h2>\n\n\n\n

The focus is no longer just on generating traffic, but on capturing and maintaining attention. This requires a shift in focus: creating content that is more authentic, relatable and with a strong narrative. The brands that work best are those that speak with their own voice.<\/strong> and connect from the human.<\/p>\n\n\n\n

It is increasingly common to see content led by real people - such as managers or employees - who bring closeness and trust. From informal videos to mini podcasts, marketing is becoming more humanised, and this is having a tangible impact.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Brands with purpose, not just product<\/h2>\n\n\n\n

The report highlights that the brands that are standing out in 2025 are those that communicate their values clearly: sustainability, diversity, social impact... and do so in an honest way, not as just another campaign.<\/p>\n\n\n\n

The 65 % for marketers<\/strong>g says that talking about social issues has helped them connect better with their audiences. In a saturated environment, differentiating yourself by purpose is more effective than competing on price alone.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Own data and privacy: the new standard<\/h2>\n\n\n\n

With the disappearance of third party cookies and increased regulation on privacy, the first-party data<\/strong> is becoming more and more important. If you want to remain competitive, you will have to invest in knowing your audience directly.<\/p>\n\n\n\n

This means having the right infrastructure to collect, process and activate one's own data in an ethical way. And also working on the quality of that data: cleaning it, enriching it and keeping it up to date.<\/p>\n\n\n\n

HubSpot<\/strong>for example, has launched functionalities to automate these types of tasks, allowing you to ensure that AI algorithms work with accurate information.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Personalisation at scale, thanks to AI<\/h2>\n\n\n\n

Personalisation is no longer an option: it is an imperative. Campaigns that are tailored to user behaviour, language, interests and timing have significantly higher conversion rates.<\/p>\n\n\n\n

Thanks to AI, today you can launch campaigns with tens or hundreds of personalised variants efficiently. From dynamic emails and landing pages to localised content and targeted recommendations. All without the need to scale your team.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Social media: building community, not just presence<\/h2>\n\n\n\n

YouTube<\/strong>, Instagram <\/strong>y TikTok <\/strong>are still the most relevant channels, but the focus is changing: it is no longer about volume, but about meaningful interaction. The ability to create community, foster conversation and build trust is valued.<\/p>\n\n\n\n

Marketing teams are incorporating more strategic and creative profiles, prioritising genuine content over pure advertising. Short video is consolidating its position as the format with the highest return on investment.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

The rise of podcasting as a trusted channel<\/h2>\n\n\n\n

The podcast has become one of the most effective formats for generating authority and emotional connection. 91 % of marketers plan to maintain or increase their investment in this channel.<\/strong>.<\/p>\n\n\n\n

Its value lies in prolonged attention: while a web visit lasts seconds, a listener can spend 30 minutes with you. It is a unique opportunity for you to tell your story, explain your value proposition and build audience loyalty.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

The new search: AI and language models<\/h2>\n\n\n\n

Search habits are changing radically. New generations are already using tools such as ChatGPT, Claude or Perplexity to get information and discover brands.<\/p>\n\n\n\n

This requires traditional SEO to be adapted to a new approach: the SEO for language engines<\/strong>. HubSpot <\/strong>has launched tools such as AI Search Grader<\/a><\/strong> that allow you to measure the visibility of your brand in these environments.<\/p>\n\n\n\n

Preparing your content to be referenced by these models will be key to maintaining your relevance.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

AI + humanity: the essential balance<\/h2>\n\n\n\n

Technology alone is not enough. The real competitive advantage lies in how you combine the power of AI with the best of human talent: creativity, empathy and strategic vision.<\/p>\n\n\n\n

AI frees up your time, eliminates repetitive tasks and empowers your capabilities. But the real value is still in authentically connecting with people.<\/p>\n\n\n\n

So if there is one idea I would like to pass on to you for 2025, it is this:<\/p>\n\n\n\n

\n

It's not about replacing the human with artificial intelligence, but about using AI to amplify what makes you unique.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

In this new scenario, standing out will depend not only on the resources you have, but on how you use them to generate trust and real value.<\/p>\n\n\n\n

<\/p>\n\n\n\n

You can read the full HubSpot 2025 Report here: The 2025 State of Marketing Report<\/em><\/strong><\/a><\/p>\n\n\n\n

<\/p>\n\n\n\n

Shall we talk about it?<\/p>\n