Marketing career path report: What 100+ marketers told us about growth and job security

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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.”