When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m 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.

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.

To find out, I surveyed 100 marketing and advertising professionals and spoke with leaders inside and outside HubSpot. Here’s what I uncovered.

Table of Contents

• The State of the Job Market
• How Marketers Are Making Themselves More Competitive
• Tools the Most Productive Marketers Are Using
• What Leaders Look for in Promotions
• What Employers Can Do to Better Support Career Growth

The State of the Job Market

It might surprise you to learn that most marketers are exploring new opportunities.

In our survey, 69% of respondents have looked for a new marketing job in the past 12 months, whether actively (32%) or passively (37%).

The top reasons? Higher salary (81%), more flexibility (54%), and better promotion opportunities (39%).

Desire to work at a different type of company (28%) and burnout or lack of support (24%) round out the top five.

Promotions are common — but not guaranteed.

I uncovered that 54% of marketers have pursued a promotion at their current company in the last year, and another 27% plan to.

Just under half were successful.

Those who advanced pointed to work ethic, experience, and visibility as the biggest factors. Those who didn’t cited politics, lack of opportunity, or perceived experience gaps — some also noted gender or age bias.

Confidence in career growth is mixed.

Want to hear the good news? (It’s promising whether you’re an employer or a job-seeker).

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.

Marketers are navigating career pivots — here’s how.

For marketers who aren’t seeing the advancement they want, the next step isn’t always chasing another full-time role right away.

Some are taking time to find the right job.

Ron Dawson, senior manager of HubSpot for Startups, mentions that it’s tough out there. “I know people who have taken one to two years to land their next role. Staying visible — especially on LinkedIn — and staying up on what’s happening in the industry is crucial.”

Others are striking out on their own.

Freelancing and contract work can feel uncertain, but it also offers control. Matt Hall, co-founder of Common People, explained his perspective:

“I don’t see contract work as any riskier than a job. Everyone knows someone who’s been ‘let go’ through no fault of their own. We’re the CEOs of our own careers. No one has as much investment in our long-term security as we do individually.”

Some are returning to in-house roles.

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.

Freelance writer and strategist Derek Hambrick put it simply, saying, “The current job market is such that I’ve decided to close my freelance business. I’m seeking full-time employment, which is something I said I would never do. Times are what they are.”

Brand strategist Lindsay Hyatt agrees: “In 2025, I’m re-entering the corporate world for the stability of a paycheck and fresh growth opportunities.”

How Marketers Are Making Themselves More Competitive

In an unpredictable job market, the marketers I spoke to know that opportunities aren’t likely to land at their feet. They’re actively sharpening their skills and making themselves stand out — whether externally on platforms like LinkedIn, or internally within their companies.

I’ve learned that it’s not just about the work you do, but how you position yourself.

Our survey revealed where most marketers are focusing their efforts:

• 62% are learning new skills (e.g., AI, analytics, SEO, paid media).
• 45% are getting certifications or additional education.
• 43% are building their personal brand or content presence.
• 38% are taking on stretch projects or cross-functional work.
• 31% are seeking mentorship or coaching.
• Only 4% aren’t actively doing anything to make themselves more competitive.

Adaptability and Problem-solving

I’ve learned that adaptability can open doors even when your resume doesn’t align perfectly with a job description. That skill — being able to quickly pivot and solve problems — has been a lifeline in my own marketing career path.

Taking a growth mindset and saying “I can learn how to do that,” often makes all the difference — in how I see myself, and how I present myself to others.

Upskilling (Especially AI)

One clear trend? The marketers who are staying competitive are leaning hard into learning — especially around AI.

I’ve spent the past year experimenting with AI tools myself, figuring out how they can help me work smarter, not just faster. I’ve used them for everything from data analysis to figuring out how to implement my ideas. And I’m not alone.

Amanda Huffman, marketing manager on HubSpot’s Global Growth Team, says that experimentation is key.

“I’ve 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’re using AI.”

Building Visibility and a Personal Brand

Something near and dear to my heart is helping marketers gain comfort in promoting themselves.

I’ve found that one of the easiest ways to do this is to shift how you think about “self-promotion.” By focusing less on telling everyone how awesome you are (even though you are) and more on how you can help people solve their problems, you can really highlight your experience and show up as your true self.

But it’s not just about showing up “out there.” Marketers who want to grow within their current companies need to position themselves internally as well.

Laura M. Browning, principal newsletter writer at HubSpot, emphasizes this point:

“Many of us (especially if you were socialized as female) are inherently uncomfortable with self-promotion. But it’s a learnable skill. I think about it in terms of sharing my excitement about something, whether it’s a blog post I’ve written that I want my co-workers to see or something I’m promoting on LinkedIn. If you’re passionate about something, it’ll show — and you’ll attract an audience.”

Aligning Ambitions With Company Needs

One of the biggest lessons I’ve learned is that career growth isn’t just about what you want — it’s about how your goals align with the company’s priorities.

Browning explained that a conversation with her boss about her “strengths, interests, and ambitions — and where they fit with the company’s needs” opened up a year-long team lead program that’s building her management skills.

Nicole Morton echoed a similar mindset, saying, “I’m leaning into my strengths in strategic positioning and marketing automation while also building thought leadership. Visibility inside and outside the company is critical.”

Takeaway: Marketers who stay competitive don’t rest on their laurels. They’re naturally curious about how to do things better — and how to adapt what they know to make a bigger impact.

Tools the Most Productive Marketers Are Using

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.

A word of caution: It’s easy to get excited about shiny new platforms, but too many tools can create confusion, redundant features, and data silos.

I’ve found that looking for integrations and overlap is key — 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.

So what tools have helped the marketers we surveyed achieve the most visibility and results?

• 33.7% – AI Tools (ChatGPT, Claude, Gemini, Copilot, etc.).
• 22.1% – Social Media Platforms (LinkedIn, TikTok, Instagram, etc.).
• 10.5% – Analytics & Data Tools (Google Analytics, SEMRush, Data Visualization Tools, Trends).
• 8.4% – Productivity & Project Management (Trello, Teams, Basecamp, etc.).
• 7.4% – Job Search & Career Platforms (Indeed, Glassdoor, etc.).
• 5.3% – Creative & Design Tools (Canva, Adobe, WordPress).
• 5.3% – Learning & Education Platforms (Coursera, LinkedIn Learning).
• 5.3% – Email & Marketing Platforms (HubSpot, Mailchimp).

AI tools are now a minimum requirement.

With a third of marketers calling out AI as their most impactful category of tools, it’s clear these platforms are no longer “nice-to-haves.”

I use AI daily to brainstorm, analyze data, and streamline repetitive tasks. It’s 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.)

Ron Dawson has a similar perspective: “Learning 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.”

Amy Rigby uses AI as a thought partner as much as a time saver, sharing how she’s “been using ChatGPT and Claude to poke holes in my work and deepen my understanding of complex topics.”

Social media platforms build visibility.

But AI alone isn’t 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.

Rigby echoed this and shared how she’s experimented with post types and short-form video: “My most successful post was a vulnerable one about the challenges of being a writer in the age of AI — people are hungry for authentic, human perspectives.”

As for me, I’ve also seen how consistent engagement on LinkedIn has helped me showcase my work and stay top of mind with potential collaborators and hiring managers.

Project management and productivity tools keep teams organized.

How about the 8.4% of marketers who pointed to project management platforms like Trello, Asana, or Teams as their key productivity drivers? I’m a huge fan of ClickUp and Monday myself — keeping tasks out of my head and into a system is the only way I stay sane.

Dawson has found Asana to be a game-changer, “because it gets tasks out of my head and keeps me organized.”

Browning even uses AI to plan her work calendar. “Claude prioritizes assignments in minutes instead of hours and helps me see the whole month at a glance.”

Some marketers are trimming their tech stacks.

Not everyone is adding more tools; some are taking the opposite approach. Of respondents, 27% cited “other” tools, often describing pared-down, minimalist stacks that fit their unique workflows.

Lindsay Hyatt pared back her tech stack, saying, “Google Calendar, Notes, Canva, and Zoom get me most of the way there. Cutting unnecessary tools was the best thing I did for my productivity.”

Takeaway: The most productive marketers aren’t the ones juggling the longest list of tools — though versatility can be a plus. They’re the ones who know which platforms truly drive visibility, results, and efficiency, and use them consistently.

What Leaders Look for in Promotions

Since promotions are such a hot topic right now, let’s have a look at what makes candidates most promotable.

Problem-solving and adaptability are key.

“I’m interested in people who can apply problem-solving skills across different types of work,” said Karla Hesterberg, director of the HubSpot Blog. “That’s what helps people grow with the organization, not a perfectly matched set of past experiences.”

This insight mirrors what I’m hearing “in the wild.” Leaders are far more likely to promote someone who can grow with the company and learn than someone who only checks the boxes.

Visibility matters — but it’s about value.

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

Proactivity and a growth mindset make the difference.

Leaders notice when you take ownership of your growth — through mentorship, certifications, or asking for feedback.

What Employers Can Do to Better Support Career Growth

If you’re a hiring manager reading this — I wanted to include this section just for you. I asked the marketers we surveyed: “What’s one thing companies (including your current employer) could do to better support your career growth?”

Most responses fell into three categories:

• Invest in training and skill-building (40%). Offer structured development opportunities: launch mentorship programs, fund certifications, outline clear advancement pathways, and provide leadership training.
• Communicate and recognize consistently (30.8%). Set clear expectations, hold regular career-focused check-ins, and recognize great work publicly and privately to build trust and motivation.
• Reward employees competitively (29.2%). Review compensation regularly, improve benefits, and offer flexible schedules and remote work options to retain top performers.

Takeaway: When companies invest in skill-building, communicate clearly, and reward employees fairly, they can improve morale and create a strong pipeline of future leaders.

The Big Picture

The data, my conversations, and my own career experience all point to the same truth: The marketing career path isn’t linear anymore — if it ever was in the first place. I see that as a very positive thing because it puts your next step as a marketer firmly in your own hands.

The marketers thriving right now are the ones taking ownership of their careers and staying open to possibilities. They’re learning how to evaluate opportunities not just for titles or salary bumps, but for how each step moves them toward the kind of work — and life — they want.

For companies, this shifting landscape is a chance to rethink how they support talent. The marketers we surveyed made it clear. When employers invest in development, communicate clearly, and build paths for people to grow, they don’t just retain great employees — they create stronger businesses.

So what’s next?

If you’re an individual marketer: Take an honest look at your skills, visibility, and network, and choose one area to improve in the next three months.

If you’re a hiring manager: Audit your team’s career support and start offering clear paths for growth — small steps now will help you attract and keep the people who can help you move forward.