This post is to help you read along as you listen to the episode of the Healthtech Marketing, “A Year in 7 Charts”. This provides a retrospective of 2024’s key marketing trends that will help you benchmark your marketing operations against industry trends.
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In seven charts we review data on several key issues facing healthtech marketers. These are based on multipole surveys conducted within the Health Tech Marketing Network, a 200-member strong community of senior marketing leaders.
Chart 1 – How Well Do CEOs Understand the Value of Marketing?
While the majority feel positive that their CEO embraces the value of marketing, there is room for improvement in demonstrating value. More education is needed, especially as new approaches may be needed.
Chart 2 – Is Your Marketing ROI Understood by Management?
Nearly half of marketers have not fully convinced leadership of marketing’s value. This is very troubling and a big red warning light for our industry.
Chart 3 – How At Risk Are Marketing Budgets?
While 70% of CEOs believe marketing contributes to pipeline growth, there’s a concerning disconnect that marketing budgets remain vulnerable to cuts despite this perceived value. This reinforces the ongoing challenge of defending marketing investments.
Chart 4 – Where Are Improvements in Measurement Going to Be Made?
Marketing attribution and ROI demonstration remain top priorities for 2025, with 43% of marketers focusing on developing attribution models. This reflects the persistent challenge of quantifying marketing’s impact on business outcomes.
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Chart 5 – How is AI Being Adopted by Marketing?
While many marketers use AI personally, few have operationalized it across their teams. Given the explosion of AI-powered marketing tools, there is a big missed opportunity. 3,000 new marketing tools were launched in 2024, and most are AI-driven.
Chart 6 – What Are the Priority Tech Stack Investments
Technology investment in 2025 will address the gaps in the prior charts. Over half are prioritizing AI/ML-powered marketing tools, so we can expect big investments in this in 2025. A close second is the focus on analytics and attribution tools, followed by ABM technology.
Chart – 7 How is ABM Being Adopted?
Account-Based Marketing (ABM) continues to be adopted. About two-thirds of organizations either implementing or planning to implement ABM strategies. We recommend embracing account-level thinking before full implementation.
Next Steps You Can Take
Our next episode will be look to 2025 and we will cover what we see as the biggest priorities for HIT marketers in 2025.
If you are interested in diving deeper into these issues, check out these prior episodes:
- The changing landscape of measurement and attribution [blog] [podcast]
- AI and Marketing – Latest Foundation [blog] [podcast]
- How AI is making an impact on SEO [blog] [podcast]
- How to use AI to transform your marketing [blog] [podcast]
- Embracing ABM to change your sales model [blog] [podcast]
- Latest best practices in using AI for content creation [blog] [podcast]