A HubSpot survey also shows that, for 22% of respondents, the year was marked by the search to better understand customers
HubSpot has released its new study, “The State of Marketing in Brazil,” indicating that the focus of attention among professionals in the field has been on making the marketing mix a critical tool for the financial sustainability of companies. The survey, conducted with 770 marketing professionals from all over the country, indicates that 43% of those interviewed see attracting and retaining customers as the main challenges in the sector at the moment. Meanwhile, for 41%, the core of the work is finding ways to optimize operational tasks, both in terms of absorbing new technologies and in people management.
According to the survey, 22% of respondents say that the year has been marked by the desire to better understand customers and their needs, while 21% classified the duty to generate traffic and leads as the most important topic of 2024. Leveraging the use of Artificial Intelligence in the marketing strategy has been the priority of their actions for 21% of respondents, while 20% are dedicated to improving the alignment between the sales and marketing teams.
“Marketing has gradually gained prominence in the market strategy of companies in Brazil. The research shows that, today, there is a more pragmatic view of teams in revenue generation efforts”, says Rakky Curvelo, HubSpot’s marketing manager for the Brazilian market.
According to the survey, interviewees who were members of teams that had outstanding performance listed as their main goals for 2025: increasing revenue and sales (13%), closing more deals (10%), improving alignment between sales teams (9.9%) and integrating AI into the marketing strategy (9.3%).
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