The State of Marketing 2020

HubSpot’s Not Another State of Marketing Report (2020) was created by 60 people and was the result of a survey of about 3400 marketing leaders from 16 countries across the globe. And if this article is already starting to make you crave a yawn, then you’ll appreciate this super-quick summary for the attention-deprived below. It's great information for marketers who like information.

Content Marketing:

  1. 70% of marketers are investing in content marketing
  2. 60% of them consider it very or extremely important.

Most common content formats (in order):

  1. Video (Promotional Videos and Brand Storytelling are the most common types)Blogs
  2. eBooks
  3. Infographics
  4. Case Studies

* Other formats included white papers, checklists, and interviews.

Most common channels for content (in order):

  1. Facebook (showing the biggest ROI)
  2. Company Website
  3. Instagram
  4. YouTube (low ROI)
  5. Linkedin (low ROI)

Most common forms of content on social media

  1. Photo
  2. Video
  3. Text-based
  4. Influencer
  5. User Generated
  6. Partnership

Marketers see results from content marketing in:

  1. Sales
  2. Web Traffic
  3. Lead Gen
  4. SEO

Favorite performance metrics for content (in order)

  1. Site traffic
  2. Social media engagement
  3. Engagement Time (bounce rate)
  4. Email Engagement
  5. Email Subscribers
  6. Search Rankings

Paid Advertising:

  • 68% also listed paid advertising as an important or very important part of their strategy.  
  • 33% of those use paid advertising to increase brand awareness.
  • Facebook and Google Search provide the best ROI

Website Redesigns:

  • 63% of marketers are investing in a website upgrade in 2020.

Email Marketing:

  • Email marketing is third behind “website” and “social media” as a preferred channel for marketing.
  • Roughly 80% of marketers have seen an increase in email engagement over the past 12 months
  • 35% of marketers are sending 3-5 emails to their customers every week.

Most popular email strategies (in order)

  1. Promotional offers
  2. Account sign-ups
  3. Editorial
  4. Behavioral

Best ways to improve email engagement (in order)

  1. Audience segmentation
  2. Improve the copy
  3. Personalization
  4. Improve the Design
  5. Frequency


  • Almost 64% of marketers invest in SEO
  • About 55% of marketers consider search engine optimization either “very important” or “extremely important” to their overall marketing strategy
  • Page speed optimization is the most popular tactic used to improve SEO


  • 45% of marketers are using chatbots on their websites

Other Notable Findings:

  • Most are creating content for 3+ audience segments.
  • 72% plan to invest in market research this year (surveys and interviews mostly)
  • The most common customer marketing tactic is ‘creating exclusive content for customers.’
  • 91% of marketers are ‘somewhat confident’ or ‘very confident’ that they’re investing in programs that influence revenue, and 75% of them track that metric closely.

My guess is that this was created prior to the coronavirus outbreak, so take everything with a few sacks of salt. That said, I do think it's useful to see where people's heads were just before the world changed forever.

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