{"id":835,"date":"2024-08-30T13:58:06","date_gmt":"2024-08-30T13:58:06","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/30\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\/"},"modified":"2024-08-30T13:58:06","modified_gmt":"2024-08-30T13:58:06","slug":"how-to-set-crushable-marketing-goals-according-to-hubspot-pros","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/30\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\/","title":{"rendered":"How to Set (Crushable) Marketing Goals, According to HubSpot Pros"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/how-hubspot-sets-marketing-goals\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/www.hubspot.com\/hubfs\/how-HubSpot-sets-marketing-goals-1-20240829-7865614.webp\" alt=\"marketing teams reaching ambitious but attainable goals represented by a magical bullhorn and bullseye on a target\" class=\"hs-featured-image\" style=\"width:auto !important;max-width:50%;float:left;margin:0 15px 15px 0\"> <\/a>\n<\/div>\n<p>Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them.<\/p>\n<p>Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=db725f24-564c-483b-a28c-2d6ff9986516&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Download Now: Free State of Marketing Report [Updated for 2024]\" height=\"79\" width=\"423\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/db725f24-564c-483b-a28c-2d6ff9986516.png\" align=\"middle\"><\/a><\/p>\n<p>\u270b\ud83c\udffd<em>*raises both hands* <\/em>\u270b\ud83c\udffd<\/p>\n<p>In an ideal world, we\u2019d have endless budgets and perfect conditions to work with.<\/p>\n<p>Like stable SERPs and simple social media algorithms. Or consumers who laugh at all of our marketing jokes.<\/p>\n<p>While that\u2019s not (always) the case, it\u2019s still possible to set goals that are both ambitious <em>and<\/em> attainable.<\/p>\n<p>For inspiration, I\u2019ve compiled a list of the highest-priority goals for marketers this year. And as an added bonus, I asked a few marketing pros here at HubSpot to share some of their top tips for goal setting.<\/p>\n<p><strong>Table of Contents<\/strong><\/p>\n<ul>\n<ul>\n<li><a href=\"#the-goals-marketers-actually-want-to-reach-this-year\">The Goals Marketers (Actually) Want to Reach This Year<\/a><\/li>\n<li><a href=\"#goal-setting-tips-from-hubspot-marketing-pros\">Goal-Setting Tips from HubSpot Marketing Pros<\/a><\/li>\n<\/ul>\n<\/ul>\n<p><a><\/a> <\/p>\n<h2>The Goals Marketers (Actually) Want to Reach This Year<\/h2>\n<p>Earlier this year, <a href=\"https:\/\/blog.hubspot.com\/marketing\/hubspot-blog-marketing-industry-trends-report\">we surveyed over 1,400 marketers<\/a> to better understand the current state of marketing. These five goals bubbled to the surface for marketers who implemented winning strategies in 2023.<\/p>\n<p><strong><em>P.S. <\/em><\/strong><em>You\u2019ll see some familiar faces like increased revenue and reaching new audiences, but the way marketers are thinking about these goals is changing with the times.<\/em><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/knowledge.hubspot.com\/hubfs\/how-HubSpot-sets-marketing-goals-2-20240829-9988006.webp\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\" alt=\"top five goals for marketers in 2024\"><\/p>\n<h3>1. Increase revenue and sales.<\/h3>\n<h4><strong>\u2192 <\/strong>24% of marketers listed increasing revenue and sales as their top goal for 2024.<\/h4>\n<p>Everything we do as marketers ultimately rolls up into the bottom line of the business, so it\u2019s no surprise that this continues to be a top priority.<\/p>\n<p>As <a href=\"https:\/\/www.linkedin.com\/in\/amanda-edens\/\">Amanda Sellers<\/a>, manager of EN blog strategy at HubSpot, puts it, \u201cEverything I do as a marketer should ultimately help the organization I work for to grow revenue.\u201d<\/p>\n<p><strong>Here\u2019s how you can make progress toward this goal: <\/strong>75% of marketers believe personalized experiences drive sales and repeat business. So, building connections and developing relationships across the buyer\u2019s journey is a must.<\/p>\n<h3>2. Increase brand awareness and reach new audiences.<\/h3>\n<h4><strong>\u2192 <\/strong>19% of marketers listed increasing brand awareness and reaching new audiences as their top goal for 2024.<\/h4>\n<p>Sounds pretty standard, but the way we generate awareness and reach today is a lot different than in years past.<\/p>\n<p>It\u2019s wild out here, truly. People are discovering brands from their favorite influencers instead of more traditional methods like paid media. And brands are capitalizing on popular TikTok sounds and trends to appeal to younger audiences.<\/p>\n<p>For example, why is Canva, an online design brand, talking about cucumber salad? Because TikTok user <a href=\"https:\/\/www.tiktok.com\/@logagm\">Logan (@logagm)<\/a> recently went viral for his \u201csometimes, you need to eat an entire cucumber\u201d recipes.<\/p>\n<p><strong>Here\u2019s how you can make progress toward this goal:<\/strong> Keep a pulse on brand sentiment and visibility in search and on social media. Marketing is becoming more <em>intelligent<\/em> by the day, so it\u2019s important to understand how people perceive you and learn about your products.<\/p>\n<h3>3. Increase engagement.<\/h3>\n<h4><strong>\u2192 <\/strong>19% of marketers listed increasing engagement as their top goal for 2024.<\/h4>\n<p>What\u2019s that? Oh, nothing.<\/p>\n<p>Just us marketers asking consumers to like\/comment\/subscribe \u2026 again.<\/p>\n<p>In my opinion, the brands that tap into the latest trends in meaningful ways win the engagement olympics every time.<\/p>\n<p>And sometimes that means <em>not<\/em> participating in every trend \u2014 especially if it\u2019s not a good fit for your brand or your audience.<\/p>\n<p>Either way, I know this is all easier said than done. That\u2019s why keeping up with trends is one of the biggest challenges that marketers are facing this year.<\/p>\n<p><strong>Here\u2019s how you can make progress toward this goal:<\/strong> The majority of marketers agree that website\/blog\/SEO, social media shopping, and short-form video are the channels with highest ROI right now. Consider focusing your efforts there.<\/p>\n<h3>4. Improve sales-marketing alignment.<\/h3>\n<h4><strong>\u2192 <\/strong>16% of marketers listed improving sales-marketing alignment as their top goal for 2024.<\/h4>\n<p>Customers want their buying experiences to be seamless. That\u2019s next to impossible if your marketing and sales teams aren\u2019t on the same page.<\/p>\n<p>Our survey shows that 70% of marketers report having \u201chigh quality leads,\u201d but alignment with sales is still one of the biggest challenges they face.<\/p>\n<p>From wasted marketing budgets to lost sales, the consequences of misalignment are huge. I can see why this is a priority for marketing teams this year.<\/p>\n<p><strong>Here\u2019s how you can make progress toward this goal:<\/strong> The key to alignment is centralized data. Establish a single source of truth (read: <a href=\"https:\/\/blog.hubspot.com\/marketing\/crm-tips\">CRM<\/a>) that will allow your organization to share data and collaborate more effectively.<\/p>\n<h3>5. Drive traffic to their brand\u2019s website.<\/h3>\n<h4><strong>\u2192 <\/strong>15% of marketers listed driving traffic to their brand\u2019s website as their top goal for 2024.<\/h4>\n<p>This one\u2019s a big yes from me as a blogger. How can we get more views on our content while battling algorithm update (after algorithm update, after \u2026 ) in the SERP?<\/p>\n<p>Well, on the HubSpot Blog Team, we knew we had <a href=\"https:\/\/blog.hubspot.com\/marketing\/hubspots-serp-secrets\">no choice but to evolve<\/a>.<\/p>\n<ul>\n<li><strong>Google wants to <\/strong><strong><a href=\"https:\/\/blog.hubspot.com\/marketing\/google-eeat-update\">prioritize experience-based content<\/a><\/strong><strong>?<\/strong> Cool, we\u2019ll give you first-person perspectives and emphasize our opinions as marketers in our writing.<\/li>\n<li><strong><a href=\"https:\/\/blog.hubspot.com\/marketing\/search-ai\">AI-powered search<\/a><\/strong><strong> is taking over the Internet? <\/strong>Great, let\u2019s optimize our content and continue building authority for that, too.<\/li>\n<\/ul>\n<p>You have to shift your strategy in order to continue gaining traffic in 2024 (and beyond). That\u2019s a fact.<\/p>\n<p><strong>Here\u2019s how you can make progress toward this goal:<\/strong> Do a regular analysis of how your brand is performing online. For example, you can use tools like <a href=\"https:\/\/www.hubspot.com\/ai-search-grader\">AI Search Grader<\/a> to understand how search AI models view your brand and to identify new traffic-driving plays to lock in on.<\/p>\n<p><a><\/a> <\/p>\n<h2>Goal-Setting Tips from HubSpot Marketing Pros<\/h2>\n<p>As a senior marketer and HubSpot\u2019s Marketing Blog editor, I\u2019d have to say the biggest tip I follow is making sure my goals allow me to meet my audience where they are.<\/p>\n<p>In other words, it\u2019s not all about <em>me<\/em>. Harsh reality, tbh.<\/p>\n<p>If I\u2019m setting a goal to build my presence on TikTok (because I love TikTok and all of my favorite brands are on TikTok), but most of my audience is on Instagram \u2026 What&#8217;s the point?<\/p>\n<p>Here are some more gems from my fellow marketers.<\/p>\n<h3>1. Understand how your work ties back to the broader business goals.<\/h3>\n<p>According to <a href=\"https:\/\/www.linkedin.com\/in\/karlamcook\/\">Karla Hesterberg<\/a>, director of content marketing at HubSpot, you never have to fully start from scratch when setting your marketing goals. That\u2019s because your goals should always reflect the overarching business strategy.<\/p>\n<p>\u201cYour organization has broader goals, and it\u2018s your job to figure out how to meaningfully connect your work to them,\u201d Hesterberg says. \u201cUse your organization\u2019s broader goals as a starting place.\u201d<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/knowledge.hubspot.com\/hubfs\/how-HubSpot-sets-marketing-goals-3-20240829-8023479.webp\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\" alt=\"goal-setting tip from Karla Hesterberg, director of content marketing at HubSpot, Your organization has broader goals, and it's your job to figure out how to meaningfully connect your work to them.\"><\/p>\n<p>She continues, \u201cI start by looking at the biggest things the overall business is trying to solve for. Then, I see where my team\u2018s work fits into that picture and can have the most impact.<\/p>\n<p>That makes it easier to look at the scope of what we\u2019re working on and determine which things connect back to the business and which things are in the \u2018nice to have\u2019 category.\u201d<\/p>\n<h3>2. Use your biggest opportunities (or headwinds) as a starting point.<\/h3>\n<p>\u201cFor setting team objectives, I like to use our biggest opportunities or headwinds as a starting point and go from there,\u201d says Hesterberg.<\/p>\n<p>\u201cIdeally, everything we\u2018re working on \u2014 from big initiatives to smaller projects \u2014 should be connected back to those central things we\u2019re solving for.\u201d<\/p>\n<p>We take those big opportunities and challenges and contextualize them into what we want to accomplish. At HubSpot, that materializes as our <a href=\"https:\/\/blog.hubspot.com\/marketing\/hubspot-strategic-planning\">OGPs (objectives, goals, and plays)<\/a>.<\/p>\n<p>Here\u2019s an example from Sellers on how she uses OGPs to help guide the EN blog strategy at HubSpot:<\/p>\n<ul>\n<li><strong>An objective describes what we\u2019re setting out to achieve.<\/strong> For example, I work on the EN blog, and one of my objectives might be to improve our content quality according to Google\u2019s new Helpful Content guidelines.<\/li>\n<li><strong>The goal itself defines what success looks like using concrete metrics.<\/strong> For example, we might forecast the outcome to yield an estimated X organic visits and\/or Y monetizable leads from those visits.<\/li>\n<li><strong>A play is what we\u2019ll do to achieve our objective.<\/strong> For example, one play that ladders up to the objective might be to implement a peer feedback program for quality assurance.\u201d<\/li>\n<\/ul>\n<p>\u201cThe ideal outcome is that every action or task clearly ladders up. This helps with prioritization, alignment, and so much more.\u201d<\/p>\n<p>Having a framework like this ensures that our priorities are aligned at every level of the organization.<\/p>\n<h3>3. Use data to inform the \u201cwhy\u201d behind your approach.<\/h3>\n<p>\u201cIf you don\u2019t know the \u2018why\u2019 behind a project you\u2019re working on, you should pump the brakes and find out,\u201d says Sellers.<\/p>\n<p>Honestly, yeah. The biggest waste of marketing resources is doing things for no reason or with little value add. Stepping back to determine the \u2018why\u2019 helps you prioritize the actions and projects that will <em>actually<\/em> move the needle.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/knowledge.hubspot.com\/hubfs\/how-HubSpot-sets-marketing-goals-4-20240829-8948659.webp\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\" alt=\"goal-setting tip from Amanda Sellers, manager of EN blog strategy at HubSpot, If you don\u2019t know the \u2018why\u2019 behind a project you\u2019re working on, you should pump the brakes and find out.\"><\/p>\n<p>Sellers also notes the importance of data during the goal-setting process.<\/p>\n<p>\u201cHistorical data is so important when estimating impact to set goals. If you don\u2019t have historical data, seek out a case study. Either of these options are better than an uninformed guess.\u201d<\/p>\n<p><em>*mic drop*<\/em><\/p>\n<h3>4. Try not to limit yourself to what feels possible <em>today<\/em>.<\/h3>\n<p>This is one of my favorite tips because it tells me it\u2019s okay to think big even when resources seem limited.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/bashacoleman\/\">Basha Coleman<\/a>, principal marketing manager at HubSpot, says, \u201cDon\u2018t assume that something can\u2019t be done. Challenge yourself to work through the obstacles to achieve as close to the ideal solution as possible.\u201d<\/p>\n<p>She continues, \u201cThink about the problem and the ideal solution. Don\u2018t limit the solution to what\u2019s possible today \u2014 think big, idealistic, and as if nothing is impossible. Then, once the solution is identified, figure out what you&#8217;d need to start, stop, or continue doing to get to that solution.<\/p>\n<p>Those start, stop, and continue items are the detailed tactics you need to complete to achieve your goals.\u201d<\/p>\n<p><a><\/a> <\/p>\n<h2>Go(al) for Gold<\/h2>\n<p>You\u2019ve seen what other marketers\u2019 goals look like this year, and you\u2019ve heard from the pros on how to set your own. Let\u2019s go \u2014 it\u2019s time to tackle this thing we call marketing the right way.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fhow-hubspot-sets-marketing-goals&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them. Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them. \u270b\ud83c\udffd*raises both hands* \u270b\ud83c\udffd In an ideal world, we\u2019d [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":834,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Set (Crushable) Marketing Goals, According to HubSpot Pros - Bell Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/30\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Set (Crushable) Marketing Goals, According to HubSpot Pros - Bell Marketing Solutions\" \/>\n<meta property=\"og:description\" content=\"Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them. Hey, marketers. Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them. \u270b\ud83c\udffd*raises both hands* \u270b\ud83c\udffd In an ideal world, we\u2019d [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/08\/30\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\/\" \/>\n<meta property=\"og:site_name\" content=\"Bell Marketing Solutions\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-30T13:58:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hubspot.com\/hubfs\/how-HubSpot-sets-marketing-goals-1-20240829-7865614.webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"How to Set (Crushable) Marketing Goals, According to HubSpot Pros\",\"datePublished\":\"2024-08-30T13:58:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/\"},\"wordCount\":1735,\"publisher\":{\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/364130800.png\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/\",\"url\":\"https:\\\/\\\/bellmarketingsolutions.com\\\/index.php\\\/2024\\\/08\\\/30\\\/how-to-set-crushable-marketing-goals-according-to-hubspot-pros\\\/\",\"name\":\"How to Set (Crushable) Marketing Goals, According to HubSpot Pros - 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Raise your hand if you\u2019ve been personally victimized by big, lofty marketing goals with little to no resources to execute them. Hey, marketers. 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