AI has drastically changed the marketing industry. From remapping the buyer's journey to changing the way we analyze data, to reshaping how we connect with consumers, almost everything is different from just a couple of years ago.

I spent the last week asking HubSpot marketers to get really honest about what actually worked for them in 2025 — and what they let go of.

Over the last five years, the business world has undergone a more dramatic transformation than it did in the entire decade before.
Just as companies were adapting to permanent shifts in workplace dynamics, consumer behavior, and global economics — all sparked by the COVID-19 pandemic — generative AI emerged. This delivered a shock to business comparable to the internet revolution of the 1990s.

Lingering Questions is one of my favorite parts of the Masters in Marketing newsletter, because it’s an opportunity for marketers to talk directly to one another.

Lights dim. Sounds hush. The aerialist spins into the air. Sequins sparkle in the warm light of a followspot, and my weird little brain wonders: “What does marketing look like for a travelling circus where every other week brings a totally new market?”

“I think we're moving into a space where most beauty companies are tech companies,” says Maya Smith.

In business, to waste time is to waste money so you need a strategy that is efficient and the best use of your resources.

The future of newsletters is bright, but it’s a far cry from its snail mail origins.

When I saw a LinkedIn post from today’s master declaring, “Marketing’s job is not to drive revenue,” I did a little shimmy and thought, “She gets it!”

Our expert this week has a few hot takes.