Hey, marketers. Raise your hand if you’ve been personally victimized by big, lofty marketing goals with little to no resources to execute them.
In an ideal world, we’d have endless budgets and perfect conditions to work with. Like stable SERPs and simple social media algorithms. Or consumers who laugh at all of our marketing jokes.
While that’s not (always) the case, it’s still possible to set goals that are both ambitious and attainable.
For inspiration, I’ve compiled a list of the highest-priority goals for marketers this year. And as an added bonus, I asked a few marketing pros here at HubSpot to share some of their top tips for goal setting.
The Goals Marketers (Actually) Want to Reach This Year
Earlier this year, we surveyed over 1,400 marketers to better understand the current state of marketing. These five goals bubbled to the surface for marketers who implemented winning strategies in 2023.
P.S. You’ll see some familiar faces like increased revenue and reaching new audiences, but the way marketers are thinking about these goals is changing with the times.
1. Increase revenue and sales. → 24% of marketers listed increasing revenue and sales as their top goal for 2024. Everything we do as marketers ultimately rolls up into the bottom line of the business, so it’s no surprise that this continues to be a top priority.
As Amanda Sellers, manager of EN blog strategy at HubSpot, puts it, “Everything I do as a marketer should ultimately help the organization I work for to grow revenue.”
Here’s how you can make progress toward this goal: 75% of marketers believe personalized experiences drive sales and repeat business. So, building connections and developing relationships across the buyer’s journey is a must.
2. Increase brand awareness and reach new audiences. → 19% of marketers listed increasing brand awareness and reaching new audiences as their top goal for 2024. Sounds pretty standard, but the way we generate awareness and reach today is a lot different than in years past.
It’s wild out here, truly. People are discovering brands from their favorite influencers instead of more traditional methods like paid media. And brands are capitalizing on popular TikTok sounds and trends to appeal to younger audiences.
For example, why is Canva, an online design brand, talking about cucumber salad? Because TikTok user Logan (@logagm) recently went viral for his “sometimes, you need to eat an entire cucumber” recipes.
Here’s how you can make progress toward this goal: Keep a pulse on brand sentiment and visibility in search and on social media. Marketing is becoming more intelligent by the day, so it’s important to understand how people perceive you and learn about your products.
Continue reading this article:
https://blog.hubspot.com/marketing/how-hubspot-sets-marketing-goals
By: Alana Chinn
Publication Date: 2024-08-30