MARKETING 2025 RESEARCH REPORT by Marketo and ADMA

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MARKETING 2025 RESEARCH REPORT by Marketo and ADMA

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Marketers are in the middle of massive changes, fuelled by marketing technology and— just as powerfully—by changing consumer needs. When surveyed about the future, marketers confirm a professional work environment very different from the one they manage today.

Marketers are predicting great changes in the current marketing toolset they will use and the skills they will need to do their marketing jobs.

Machine learning, sophisticated analytics, and neuromarketing are viewed as the most important marketing skills in 2025 and the tools that enable these will sit on top of the shopping list.

It is expected that many current activities such as email marketing, social media marketing and digital media marketing are expected to decrease.

While the tools marketers use and the skills they need will change, the core focus will not.

Customer lifetime value (CLV) will replace customer retention (CR) as the top priority, though retention remains in second place.

The big mover is marketing-sourced revenue, which jumps from sixth today to 2025: A Marketer’s Look Ahead third.

top marketing kpis survey marketo adma 2025

Top marketing KPIs survey Marketo ADMA 2025

On the other hand, marketers believe Lead Gen will be much less of a priority. Among large companies, the drop is from 18% to 6%, for medium companies from 21% to 6%, and in smaller companies (who presumably expect to be bigger companies by then) the proportion of marketers who say it will be a top priority – dropping from 26% to 9%. That decline represents one of the biggest changes in the survey.

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MARKETING 2025 RESEARCH REPORT by Marketo and ADMA

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