After I introduce myself at workshops, I usually joke that my advertising and marketing profession path seems to be a bit like two truths and a lie — although it’s all “reality.” Seems, I’m not alone. Speaking with different profitable entrepreneurs, a non-linear profession path is one factor many people have in widespread, whether or not by selection or necessity.

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The office and job market are extra unpredictable than ever. Between the financial system, aggressive hiring processes, and the ever-present elephant within the room (AI), many entrepreneurs are questioning what shifts they should make to remain aggressive.

To search out out, I surveyed 100 advertising and marketing and promoting professionals and spoke with leaders inside and out of doors HubSpot. Right here’s what I uncovered.

Desk of Contents

The State of the Job Market

It would shock you to be taught that the majority entrepreneurs are exploring new alternatives.

In our survey, 69% of respondents have seemed for a brand new advertising and marketing job up to now 12 months, whether or not actively (32%) or passively (37%).

The highest causes? Greater wage (81%), extra flexibility (54%), and higher promotion alternatives (39%).

marketing career path: data on why marketers are looking for new jobs.

Need to work at a unique kind of firm (28%) and burnout or lack of assist (24%) spherical out the highest 5.

Promotions are widespread — however not assured.

I uncovered that 54% of entrepreneurs have pursued a promotion at their present firm within the final 12 months, and one other 27% plan to.

Slightly below half had been profitable.

Those that superior pointed to work ethic, expertise, and visibility as the most important elements. Those that didn’t cited politics, lack of alternative, or perceived expertise gaps — some additionally famous gender or age bias.

Confidence in profession development is blended.

Wish to hear the excellent news? (It’s promising whether or not you’re an employer or a job-seeker).

Fewer than 10% of respondents expressed low confidence of their capability to advance their advertising and marketing profession path at their present firm. And 43% reported that they’re very assured of their capability to take action.

Entrepreneurs are navigating profession pivots — here is how.

For entrepreneurs who aren’t seeing the development they need, the subsequent step isn’t at all times chasing one other full-time function instantly.

Some are taking time to seek out the precise job.

Ron Dawson, senior supervisor of HubSpot for Startups, mentions that it’s robust on the market. “I do know individuals who have taken one to 2 years to land their subsequent function. Staying seen — particularly on LinkedIn — and staying up on what’s occurring within the business is essential.”

Others are placing out on their very own.

Freelancing and contract work can really feel unsure, but it surely additionally affords management. Matt Hall, co-founder of Widespread Individuals, defined his perspective:

“I don’t see contract work as any riskier than a job. Everybody is aware of somebody who’s been ‘let go’ by means of no fault of their very own. We’re the CEOs of our personal careers. Nobody has as a lot funding in our long-term safety as we do individually.”

Some are returning to in-house roles.

That is the place I personally relate essentially the most. After years of working my very own present, I perceive the attraction of a gentle paycheck and renewed alternatives for development, and lately went in-house with a consumer.

Freelance author and strategist Derek Hambrick put it merely, saying, “The present job market is such that I’ve determined to shut my freelance enterprise. I’m in search of full-time employment, which is one thing I stated I might by no means do. Occasions are what they’re.”

Model strategist Lindsay Hyatt agrees: “In 2025, I’m re-entering the company world for the soundness of a paycheck and recent development alternatives.”

How Entrepreneurs Are Making Themselves Extra Aggressive

In an unpredictable job market, the entrepreneurs I spoke to know that alternatives aren’t prone to land at their ft. They’re actively sharpening their abilities and making themselves stand out — whether or not externally on platforms like LinkedIn, or internally inside their corporations.

I’ve discovered that it’s not simply concerning the work you do, however the way you place your self.

survey data on what marketers are doing to further their career path

Our survey revealed the place most entrepreneurs are focusing their efforts:

  • 62% are studying new abilities (e.g., AI, analytics, web optimization, paid media).
  • 45% are getting certifications or further schooling.
  • 43% are constructing their private model or content material presence.
  • 38% are taking over stretch initiatives or cross-functional work.
  • 31% are in search of mentorship or teaching.
  • Solely 4% aren’t actively doing something to make themselves extra aggressive.

Adaptability and Downside-solving

I’ve discovered that adaptability can open doorways even when your resume doesn’t align completely with a job description. That talent — with the ability to shortly pivot and resolve issues — has been a lifeline in my very own advertising and marketing profession path.

Taking a development mindset and saying “I can discover ways to try this,” usually makes all of the distinction — in how I see myself, and how I current myself to others.

Upskilling (Particularly AI)

One clear pattern? The entrepreneurs who’re staying aggressive are leaning exhausting into studying — particularly round AI.

I’ve spent the previous 12 months experimenting with AI instruments myself, determining how they can assist me work smarter, not simply sooner. I’ve used them for every little thing from information evaluation to determining implement my concepts. And I’m not alone.

Amanda Huffman, advertising and marketing supervisor on HubSpot’s International Progress Group, says that experimentation is vital.

“I’ve been studying optimize content material for AI search platforms like ChatGPT and Google AI Overviews by attempting issues out and studying as I am going. Our group even runs AI Develop Hour twice a month to share how we’re utilizing AI.”

Constructing Visibility and a Private Model

One thing close to and pricey to my coronary heart helps entrepreneurs acquire consolation in selling themselves.

I’ve discovered that one of many best methods to do that is to shift how you consider “self-promotion.” By focusing much less on telling everybody how superior you might be (although you are) and extra on how one can assist individuals resolve their issues, you’ll be able to actually spotlight your expertise and present up as your true self.

But it surely’s not nearly displaying up “on the market.” Entrepreneurs who need to develop inside their present corporations have to place themselves internally as properly.

Laura M. Browning, principal publication author at HubSpot, emphasizes this level:

“Many people (particularly in the event you had been socialized as feminine) are inherently uncomfortable with self-promotion. But it surely’s a learnable talent. I give it some thought when it comes to sharing my pleasure about one thing, whether or not it’s a weblog submit I’ve written that I would like my co-workers to see or one thing I’m selling on LinkedIn. Should you’re enthusiastic about one thing, it’ll present — and also you’ll appeal to an viewers.”

Aligning Ambitions With Firm Wants

One of many largest classes I’ve discovered is that profession development isn’t nearly what you need — it’s about how your objectives align with the corporate’s priorities.

Browning defined {that a} dialog along with her boss about her “strengths, pursuits, and ambitions — and the place they match with the corporate’s wants” opened up a year-long group lead program that’s constructing her administration abilities.

Nicole Morton echoed an identical mindset, saying, “I’m leaning into my strengths in strategic positioning and advertising and marketing automation whereas additionally constructing thought management. Visibility inside and out of doors the corporate is crucial.”

Takeaway: Entrepreneurs who keep aggressive don’t relaxation on their laurels. They’re naturally interested by do issues higher — and adapt what they know to make a much bigger influence.

Instruments the Most Productive Entrepreneurs Are Utilizing

Relating to staying aggressive, the precise instruments could make or break your capability to ship outcomes with out burning out. And meaning balancing diving into new instruments with understanding the (continually) increasing capabilities your present instruments share.

A phrase of warning: It’s simple to get enthusiastic about shiny new platforms, however too many instruments can create confusion, redundant options, and information silos.

I’ve discovered that in search of integrations and overlap is vital — usually the instruments you already use (like venture administration, analytics, or CRM platforms) have built-in performance you’ll be able to activate with out including yet one more login. Preserving issues easy saves cash and helps you get essentially the most out of your instruments with out costing you extra time.

tools used to help marketing career paths

So what instruments have helped the entrepreneurs we surveyed obtain essentially the most visibility and outcomes?

  • 33.7% – AI Instruments (ChatGPT, Claude, Gemini, Copilot, and so forth.).
  • 22.1% – Social Media Platforms (LinkedIn, TikTok, Instagram, and so forth.).
  • 10.5% – Analytics & Information Instruments (Google Analytics, SEMRush, Information Visualization Instruments, Traits).
  • 8.4% – Productiveness & Challenge Administration (Trello, Groups, Basecamp, and so forth.).
  • 7.4% – Job Search & Profession Platforms (Certainly, Glassdoor, and so forth.).
  • 5.3% – Inventive & Design Instruments (Canva, Adobe, WordPress).
  • 5.3% – Studying & Schooling Platforms (Coursera, LinkedIn Studying).
  • 5.3% – E-mail & Advertising and marketing Platforms (HubSpot, Mailchimp).

AI instruments are actually a minimal requirement.

With a 3rd of entrepreneurs calling out AI as their most impactful class of instruments, it’s clear these platforms are not “nice-to-haves.”

I take advantage of AI day by day to brainstorm, analyze information, and streamline repetitive duties. It’s change into one of many best methods to remain environment friendly and release time for higher-impact work. (And I recently wrote this post comparing the top tools out there.)

Ron Dawson has an identical perspective: “Studying AI is desk stakes for staying aggressive. Past that, you’ll want to take dangers. AI instruments like Claude, ChatGPT, NotebookLM, and Gamma are a part of my day by day workflow. They assist me analysis, write, and automate, so I can concentrate on technique.”

Amy Rigby makes use of AI as a thought associate as a lot as a time saver, sharing how she’s “been utilizing ChatGPT and Claude to poke holes in my work and deepen my understanding of advanced subjects.”

Social media platforms construct visibility.

However AI alone isn’t sufficient to get you the visibility you’ll want to additional your advertising and marketing profession path. Bear in mind, almost 1 / 4 of entrepreneurs we surveyed named LinkedIn, TikTok, Instagram, or different social platforms as their simplest instruments for visibility.

Rigby echoed this and shared how she’s experimented with submit sorts and short-form video: “My most profitable submit was a weak one concerning the challenges of being a author within the age of AI — individuals are hungry for genuine, human views.”

As for me, I’ve additionally seen how constant engagement on LinkedIn has helped me showcase my work and keep prime of thoughts with potential collaborators and hiring managers.

Challenge administration and productiveness instruments hold groups organized.

How concerning the 8.4% of entrepreneurs who pointed to venture administration platforms like Trello, Asana, or Groups as their key productiveness drivers? I’m an enormous fan of ClickUp and Monday myself — maintaining duties out of my head and right into a system is the one means I keep sane.

Dawson has discovered Asana to be a game-changer, “as a result of it will get duties out of my head and retains me organized.”

Browning even makes use of AI to plan her work calendar. “Claude prioritizes assignments in minutes as an alternative of hours and helps me see the entire month at a look.”

Some entrepreneurs are trimming their tech stacks.

Not everyone seems to be including extra instruments; some are taking the alternative strategy. Of respondents, 27% cited “different” instruments, usually describing pared-down, minimalist stacks that match their distinctive workflows.

Lindsay Hyatt pared again her tech stack, saying, “Google Calendar, Notes, Canva, and Zoom get me many of the means there. Slicing pointless instruments was the perfect factor I did for my productiveness.”

Takeaway: The best entrepreneurs aren’t those juggling the longest record of instruments — although versatility generally is a plus. They’re those who know which platforms really drive visibility, outcomes, and effectivity, and use them persistently.

What Leaders Search for in Promotions

Since promotions are such a scorching matter proper now, let’s take a look at what makes candidates most promotable.

Downside-solving and adaptableness are key.

“I’m occupied with individuals who can apply problem-solving abilities throughout several types of work,” stated Karla Hesterberg, director of the HubSpot Weblog. “That’s what helps individuals develop with the group, not a wonderfully matched set of previous experiences.”

This perception mirrors what I’m listening to “within the wild.” Leaders are much more prone to promote somebody who can develop with the corporate and be taught than somebody who solely checks the packing containers.

Visibility issues — but it surely’s about worth.

In apply, visibility means persistently displaying your work and the worth you convey, together with providing options in conferences, constructing relationships with advocates, or taking over cross-functional work

Proactivity and a development mindset make the distinction.

Leaders discover if you take possession of your development — by means of mentorship, certifications, or asking for suggestions.

What Employers Can Do to Higher Assist Profession Progress

Should you’re a hiring supervisor studying this — I wished to incorporate this part only for you. I requested the entrepreneurs we surveyed: “What’s one factor corporations (together with your present employer) might do to higher assist your profession development?”

what employees say best supports marketing career path growth

Most responses fell into three classes:

  • Spend money on coaching and skill-building (40%). Provide structured growth alternatives: launch mentorship packages, fund certifications, define clear development pathways, and supply management coaching.
  • Talk and acknowledge persistently (30.8%). Set clear expectations, maintain common career-focused check-ins, and acknowledge nice work publicly and privately to construct belief and motivation.
  • Reward workers competitively (29.2%). Evaluation compensation often, enhance advantages, and supply versatile schedules and distant work choices to retain prime performers.

Takeaway: When corporations put money into skill-building, talk clearly, and reward workers pretty, they’ll enhance morale and create a powerful pipeline of future leaders.

The Massive Image

The information, my conversations, and my very own profession expertise all level to the identical reality: The advertising and marketing profession path isn’t linear anymore — if it ever was within the first place. I see that as a really constructive factor as a result of it places the next move as a marketer firmly in your personal fingers.

The entrepreneurs thriving proper now are those taking possession of their careers and staying open to potentialities. They’re studying consider alternatives not only for titles or wage bumps, however for the way every step strikes them towards the sort of work — and life — they need.

For corporations, this shifting panorama is an opportunity to rethink how they assist expertise. The entrepreneurs we surveyed made it clear. When employers put money into growth, talk clearly, and construct paths for individuals to develop, they don’t simply retain nice workers — they create stronger companies.

So what’s subsequent?

Should you’re a person marketer: Take an sincere take a look at your abilities, visibility, and community, and select one space to enhance within the subsequent three months.

Should you’re a hiring supervisor: Audit your group’s profession assist and begin providing clear paths for development — small steps now will allow you to appeal to and hold the individuals who can assist you progress ahead.


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