HubSpot - Crystal ball 🔮

Lesson 1: Newsletters will become like social networks. 

ICYMI newsletter creator Lia Haberman has a hot take to start us off: She thinks newsletters will become more like social in 2025. (Just… without the trolls, bots, and flame wars.)

"By 2025, I think we'll see newsletters transition into being more like social networks. It’s going to be a race to gather the most subscribers and followers. Independent newsletters may get packaged into larger media brands or acquired by companies."

This makes sense for one big reason: Newsletters are owned channels. 

You fully control the output of a newsletter, and the audience is yours alone — which isn't true for search engines or social channels with shifting algorithms. 

HubSpot launched its own brand-new newsletter in June of 2024 and you’re reading it right now, so we're betting Haberman is exactly right. 

Want to start your own? Check out Emily Kramer's tips for not creating content that is about as exciting as my grocery list.

Lesson 2: Marketers will care more about building systems than one-off campaigns. 

"In the near future, marketers will focus more on building systems rather than single campaigns," growth advisor Kevin Indig told me in late 2024. 

"With AI and no-code tools, we’ll automate processes like content generation, optimization, and interactive experiences to create scalable workflows."

He's likely onto something. During Q4 of 2024, I stopped focusing on my one next campaign, and instead fixated on my processes and systems as a whole, leveraging AI to create more streamlined, scalable projects.

In 2025, we'll see marketers shift their priorities and focus on how they can create systems that help them do their work faster — and better.

Lesson 3: The trifecta of channels for B2B marketers will be long-form blog content, executive social content, and weekly email newsletters.