Global Marketing Hurdles: 5 Major Challenges Anticipated in 2024 and Strategies to Tackle Them [Insights and Professional Guidance]

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The year 2023 experienced rapid changes.

Take the advancements in AI technology, for example, which have redesigned the landscape of marketing in ways comparable to the industrial revolution’s impact.

Moreover, Google’s introduction of the EEAT factors for search ranking has revolutionized content visibility on search engines.

Shopping patterns among consumers have also dramatically shifted, with social media becoming the preferred shopping venue for Gen Z, Millennials, and Gen X.

Before we usher in 2024, let’s take a moment to consider this year’s most significant marketing challenges, as marketers have reported them.

In the text below, we delve into the pressing marketing issues at the global level, informed by forthcoming data from HubSpot’s 2024 State of Marketing Report and experts within the field.

Feel free to skip ahead to a particular marketing challenge that intrigues you:

Significant Marketing Hurdles in 2023 and Expert Advice for Overcoming Them in 2024

Table of Contents

1. Enhancing Sales and Marketing Cohesion

A seamless integration between sales and marketing departments is imperative for organizational success, though achieving this can be formidable, as echoed by one-third (35%) of marketers citing inadequate communication as their main barrier.

Identifying the Core Issue

Especially within larger firms, sales and marketing divisions often operate in isolation, making mutual understanding of combined objectives and motivation to collaborate a challenge.

This is further complicated by varying data analysis methodologies, which obstruct seamless information sharing and prevent both teams from effectively evaluating the efficacy of their strategies.

But synchronization is essential, with tightly intertwined teams reporting 27% faster profit growth and a 36% increase in customer loyalty.

Strategic Approaches

Monica Elgemark, Chief Marketing Officer at Oneflow, highlights the importance of articulating clear mutual targets to encourage collaboration. She underscores the necessity of transparently communicating goals between teams and establishing a shared CRM platform for data exchange to facilitate this alignment.

Feedback from the sales division is invaluable; their insights into lead quality can refine marketing strategies to better support revenue generation.

2. Recruiting Industry-leading Professionals

Attracting highly competent marketing professionals to your team is essential but equally challenging, where 35% of marketers encounter difficulties securing candidates with the requisite skillset.

The Complexity of Talent Acquisition

The year 2023 encountered significant hiring obstacles, including an upsurge in the demand for high-level skills leading to heightened competition and expectations for higher remuneration, flexible working conditions, and a robust company culture.

Recruitment Solutions

Kaleigh Hoffman, Senior Recruiter at HubSpot, outlines strategies for enticing top candidates: partnering closely with the talent acquisition team, personal outreach, distinctive job descriptions, and building rapport. Notably, she advocates for taking a sales-like approach to recruiting—tailoring conversations to candidates’ motivations and maintaining engagement for long-term relationship building.

3. Aligning with Audience’s Social Interests

Modern consumers expect brands to demonstrate social awareness, with 28% of marketers noting a shortfall in understanding the social causes important to their audience.

The Challenge of Understanding Social Commitments

Identifying deeply held social values in audiences can be nuanced work, often requiring brands to weave their values with those of their consumers authentically.

Strategic Engagement

Research, surveys, and social listening are key tools for marketers to discern the social issues resonating with their community. Jenny Sowyrda, HubSpot’s Manager of Community Strategy & Operations, emphasizes the power of listening and direct dialogue with community members to uncover their priorities.

Actions that demonstrate a true commitment to selected social issues—akin to Patagonia’s environmental initiatives—are a critical aspect of resonating with the audience while maintaining brand authenticity.

4. Generating Leads with Content

For 24% of marketers, crafting content capable of generating leads is a top hurdle, despite its vital role in marketing.

The Content Generation Conundrum

Facing the challenges of ever-evolving guidelines like Google’s EEAT and the transformative role of AI, marketers strive to adapt content strategies—seeking to infuse expert-driven, engaging material that speaks directly to their audience’s needs.

Content Strategies for Lead Conversion

Zack Khan, the Co-Founder of Feathery, emphasizes the need for ‘data evangelists’—individuals offering authentic insights within their writing to generate impactful content.

Monica Elgemark points out that creativity and AI-augmented personalization can lead to more resonant, lead-driving content.

Global Marketing Hurdles: 5 Major Challenges Anticipated in 2024 and Strategies to Tackle Them [Insights and Professional Guidance]

Significant Marketing Hurdles in 2023 and Expert Advice for Overcoming Them in 2024