When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie \u2014 even though it\u2019s all \u201ctruth.\u201d Turns out, I\u2019m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice or necessity.<\/p>\n
<\/a><\/p>\n The workplace and job market are more unpredictable than ever. Between the economy, competitive hiring processes, and the ever-present elephant in the room (AI), many marketers are wondering what shifts they need to make to stay competitive.<\/p>\n To find out, I surveyed 100 marketing and advertising professionals and spoke with leaders inside and outside HubSpot. Here\u2019s what I uncovered.<\/p>\n Table of Contents<\/strong><\/p>\n The State of the Job Market<\/a> What Employers Can Do to Better Support Career Growth<\/a><\/a><\/p>\n <\/a> <\/p>\n It might surprise you to learn that most marketers are exploring new opportunities.<\/p>\n In our survey, 69% of respondents have looked for a new marketing job in the past 12 months,<\/strong> whether actively (32%) or passively (37%).<\/p>\n The top reasons? <\/strong>Higher salary (81%), more flexibility (54%), and better promotion opportunities (39%).<\/p>\n\n Desire to work at a different type of company (28%) and burnout or lack of support (24%) round out the top five.<\/p>\n I uncovered that 54% of marketers have pursued a promotion at their current company in the last year, and another 27% plan to.<\/strong><\/p>\n Just under half were successful.<\/p>\n Those who advanced pointed to work ethic, experience, and visibility as the biggest factors. Those who didn\u2019t cited politics, lack of opportunity, or perceived experience gaps \u2014 some also noted gender or age bias.<\/p>\n Want to hear t<\/strong>he good news? <\/strong>(It\u2019s promising whether you\u2019re an employer or a job-seeker).<\/p>\n Fewer than 10% of respondents expressed low confidence in their ability to advance their marketing career path at their current company. And 43% reported that they are very confident in their ability to do so.<\/p>\n For marketers who aren\u2019t seeing the advancement they want, the next step isn\u2019t always chasing another full-time role right away.<\/p>\n Ron Dawson<\/a>, senior manager of HubSpot for Startups, mentions that it\u2019s tough out there. \u201cI know people who have taken one to two years to land their next role. Staying visible \u2014 especially on LinkedIn \u2014 and staying up on what\u2019s happening in the industry is crucial.\u201d<\/p>\n Freelancing and contract work can feel uncertain, but it also offers control. Matt Hall<\/a>, co-founder of Common People, explained his perspective:<\/p>\n \u201cI don\u2019t see contract work as any riskier than a job. Everyone knows someone who\u2019s been \u2018let go\u2019 through no fault of their own. We\u2019re the CEOs of our own careers. No one has as much investment in our long-term security as we do individually.\u201d<\/p>\n This is where I personally relate the most. After years of running my own show, I understand the appeal of a steady paycheck and renewed opportunities for growth, and recently went in-house with a client.<\/p>\n Freelance writer and strategist Derek<\/a> Hambrick<\/a> put it simply, saying, \u201cThe current job market is such that I\u2019ve decided to close my freelance business. I\u2019m seeking full-time employment, which is something I said I would never do. Times are what they are.\u201d<\/p>\n Brand strategist Lindsay<\/a> Hyatt<\/a> agrees: \u201cIn 2025, I\u2019m re-entering the corporate world for the stability of a paycheck and fresh growth opportunities.\u201d<\/p>\n <\/a> <\/p>\n In an unpredictable job market, the marketers I spoke to know that opportunities aren\u2019t likely to land at their feet. They\u2019re actively sharpening their skills and making themselves stand out \u2014 whether externally on platforms like LinkedIn, or internally within<\/em> their companies.<\/p>\n I\u2019ve learned that it\u2019s not just about the work you do, but how you position yourself.<\/p>\n\n Our survey revealed where most marketers are focusing their efforts:<\/p>\n 62% are learning new skills<\/strong> (e.g., AI, analytics, SEO, paid media). I\u2019ve learned that adaptability can open doors even when your resume doesn\u2019t align perfectly with a job description. That skill \u2014 being able to quickly pivot and solve problems \u2014 has been a lifeline in my own marketing career path.<\/p>\n Taking a growth mindset and saying \u201cI can<\/em> learn how to do that,\u201d often makes all the difference \u2014 in how I see myself, and<\/em> how I present myself to others.<\/p>\n One clear trend? The marketers who are staying competitive are leaning hard into learning \u2014 especially around AI.<\/p>\n I\u2019ve spent the past year experimenting with AI tools myself, figuring out how they can help me work smarter, not just faster. I\u2019ve used them for everything from data analysis to figuring out how to implement my ideas. And I\u2019m not alone.<\/p>\n Amanda Huffman<\/a>, marketing manager on HubSpot\u2019s Global Growth Team, says that experimentation is key.<\/p>\n \u201cI\u2019ve been learning how to optimize content for AI search platforms like ChatGPT and Google AI Overviews by trying things out and learning as I go. Our team even runs AI Grow Hour twice a month to share how we\u2019re using AI.\u201d<\/p>\n Something near and dear to my heart is helping marketers gain comfort in promoting themselves.<\/p>\n I\u2019ve found that one of the easiest ways to do this is to shift how you think about \u201cself-promotion.\u201d By focusing less on telling everyone how awesome you are (even though you are<\/em>) and more on how you can help people solve their problems, you can really highlight your experience and show up as your true self.<\/p>\n But it\u2019s not just about showing up \u201cout there.\u201d Marketers who want to grow within their current companies need to position themselves internally as well.<\/p>\n Laura M. Browning<\/a>, principal newsletter writer at HubSpot, emphasizes this point:<\/p>\n \u201cMany of us (especially if you were socialized as female) are inherently uncomfortable with self-promotion. But it\u2019s a learnable skill. I think about it in terms of sharing my excitement about something, whether it\u2019s a blog post I\u2019ve written that I want my co-workers to see or something I\u2019m promoting on LinkedIn. If you\u2019re passionate about something, it\u2019ll show \u2014 and you\u2019ll attract an audience.\u201d<\/p>\n One of the biggest lessons I\u2019ve learned is that career growth isn\u2019t just about what you want \u2014 it\u2019s about how your goals align with the company\u2019s priorities.<\/p>\n Browning explained that a conversation with her boss about her \u201cstrengths, interests, and ambitions \u2014 and where they fit with the company\u2019s needs\u201d opened up a year-long team lead program that\u2019s building her management skills.<\/p>\n Nicole Morton<\/a> echoed a similar mindset, saying, \u201cI\u2019m leaning into my strengths in strategic positioning and marketing automation while also building thought leadership. Visibility inside and outside the company is critical.\u201d<\/p>\n Takeaway:<\/strong> Marketers who stay competitive don\u2019t rest on their laurels. They\u2019re naturally curious about how to do things better \u2014 and how to adapt what they know to make a bigger impact.<\/p>\n <\/a> <\/p>\n When it comes to staying competitive, the right tools can make or break your ability to deliver results without burning out. And that means balancing diving into new tools with understanding the (constantly) expanding capabilities your current tools share.<\/p>\n A word of caution:<\/strong> It\u2019s easy to get excited about shiny new platforms, but too many tools can create confusion, redundant features, and data silos.<\/p>\n I\u2019ve found that looking for integrations and overlap is key \u2014 often the tools you already use (like project management, analytics, or CRM platforms) have built-in functionality you can activate without adding yet another login. Keeping things simple saves money and helps you get the most out of your tools without costing you more time.<\/p>\n\n So what tools have helped the marketers we surveyed achieve the most visibility and results?<\/p>\n 33.7% \u2013<\/strong> AI Tools (ChatGPT, Claude, Gemini, Copilot, etc.). <\/p>\n 22.1% \u2013<\/strong> Social Media Platforms (LinkedIn, TikTok, Instagram, etc.). <\/p>\n 10.5% \u2013 <\/strong>Analytics & Data Tools (Google Analytics, SEMRush, Data Visualization Tools, Trends). <\/p>\n 8.4% \u2013<\/strong> Productivity & Project Management (Trello, Teams, Basecamp, etc.). <\/p>\n 7.4% \u2013<\/strong> Job Search & Career Platforms (Indeed, Glassdoor, etc.). <\/p>\n 5.3% \u2013 <\/strong>Creative & Design Tools (Canva, Adobe, WordPress). <\/p>\n 5.3% \u2013<\/strong> Learning & Education Platforms (Coursera, LinkedIn Learning). <\/p>\n 5.3% \u2013<\/strong> Email & Marketing Platforms (HubSpot, Mailchimp). <\/p>\n With a third of marketers calling out AI as their most impactful category of tools, it\u2019s clear these platforms are no longer \u201cnice-to-haves.\u201d<\/p>\n I use AI daily to brainstorm, analyze data, and streamline repetitive tasks. It\u2019s become one of the easiest ways to stay efficient and free up time for higher-impact work. (And I recently wrote this post comparing the top tools out there.<\/a>)<\/p>\n Ron Dawson has a similar perspective: \u201cLearning AI is table stakes for staying competitive. Beyond that, you need to take risks. AI tools like Claude, ChatGPT, NotebookLM, and Gamma are part of my daily workflow. They help me research, write, and automate, so I can focus on strategy.\u201d<\/p>\n Amy Rigby<\/a> uses AI as a thought partner as much as a time saver, sharing how she\u2019s \u201cbeen using ChatGPT and Claude to poke holes in my work and deepen my understanding of complex topics.\u201d<\/p>\n But AI alone isn\u2019t enough to get you the visibility you need to further your marketing career path. Remember, nearly a quarter of marketers we surveyed named LinkedIn, TikTok, Instagram, or other social platforms as their most effective tools for visibility.<\/p>\n Rigby echoed this and shared how she\u2019s experimented with post types and short-form video: \u201cMy most successful post was a vulnerable one about the challenges of being a writer in the age of AI \u2014 people are hungry for authentic, human perspectives.\u201d<\/p>\n As for me, I\u2019ve also seen how consistent engagement on LinkedIn has helped me showcase my work and stay top of mind with potential collaborators and hiring managers.<\/p>\n How about the 8.4% of marketers<\/strong> who pointed to project management platforms like Trello, Asana, or Teams as their key productivity drivers? I\u2019m a huge fan of ClickUp and Monday myself \u2014 keeping tasks out of my head and into a system is the only way I stay sane.<\/p>\n Dawson has found Asana to be a game-changer, \u201cbecause it gets tasks out of my head and keeps me organized.\u201d<\/p>\n Browning even uses AI to plan her work calendar. \u201cClaude prioritizes assignments in minutes instead of hours and helps me see the whole month at a glance.\u201d<\/p>\n Not everyone is adding more tools; some are taking the opposite approach. Of respondents, 27%<\/strong> cited \u201cother\u201d tools, often describing pared-down, minimalist stacks that fit their unique workflows.<\/p>\n Lindsay Hyatt pared back her tech stack, saying, \u201cGoogle Calendar, Notes, Canva, and Zoom get me most of the way there. Cutting unnecessary tools was the best thing I did for my productivity.\u201d<\/p>\n Takeaway:<\/strong> The most productive marketers aren\u2019t the ones juggling the longest list of tools \u2014 though versatility can be a plus. They\u2019re the ones who know which platforms truly drive visibility, results, and efficiency, and use them consistently.<\/p>\n <\/a> <\/p>\n Since promotions are such a hot topic right now, let\u2019s have a look at what makes candidates most promotable.<\/p>\n \u201cI\u2019m interested in people who can apply problem-solving skills across different types of work,\u201d said Karla Hesterberg<\/a>, director of the HubSpot Blog. \u201cThat\u2019s what helps people grow with the organization, not a perfectly matched set of past experiences.\u201d<\/p>\n This insight mirrors what I\u2019m hearing \u201cin the wild.\u201d Leaders are far more likely to promote someone who can grow with the company and learn than someone who only checks the boxes.<\/p>\n In practice, visibility means consistently showing your work and the value you bring, including offering solutions in meetings, building relationships with advocates, or taking on cross-functional work<\/p>\n Leaders notice when you take ownership of your growth \u2014 through mentorship, certifications, or asking for feedback.<\/p>\n
\n How Marketers Are Making Themselves More Competitive<\/a>
\n Tools the Most Productive Marketers Are Using<\/a>
\n What Leaders Look for in Promotions<\/a> <\/p>\nThe State of the Job Market<\/h2>\n
Promotions are common \u2014 but not guaranteed.<\/strong><\/h3>\n
Confidence in career growth is mixed.<\/strong><\/h3>\n
Marketers are navigating career pivots \u2014 here’s how.<\/strong><\/h3>\n
Some are taking time to find the right job.<\/strong><\/h4>\n
Others are striking out on their own.<\/strong><\/h4>\n
Some are returning to in-house roles.<\/strong><\/h4>\n
How Marketers Are Making Themselves More Competitive<\/h2>\n
\n 45% are getting certifications or additional education.<\/strong>
\n 43% are building their personal brand or content presence.<\/strong>
\n 38% are taking on stretch projects or cross-functional work.<\/strong>
\n 31% are seeking mentorship or coaching.<\/strong>
\n Only 4% aren\u2019t actively doing anything to make themselves more competitive. <\/p>\nAdaptability and Problem-solving<\/strong><\/h3>\n
Upskilling (Especially AI)<\/strong><\/h3>\n
Building Visibility and a Personal Brand<\/strong><\/h3>\n
Aligning Ambitions With Company Needs<\/strong><\/h3>\n
Tools the Most Productive Marketers Are Using<\/h2>\n
AI tools are now a minimum requirement.<\/strong><\/h3>\n
Social media platforms build visibility.<\/strong><\/h3>\n
Project management and productivity tools keep teams organized.<\/strong><\/h3>\n
Some marketers are trimming their tech stacks.<\/strong><\/h3>\n
What Leaders Look for in Promotions<\/h2>\n
Problem-solving and adaptability are key.<\/strong><\/h3>\n
Visibility matters \u2014 but it\u2019s about value.<\/strong><\/h3>\n
Proactivity and a growth mindset make the difference.<\/strong><\/h3>\n