And that’s a smart move in 2025.

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Corcoran told me she also looks at cultural moments. “We look at things that people are talking about outside of the HubSpot universe. What's top of mind for them? If we can connect to what's going on in culture, it's even stickier and more relatable.”


According to HubSpot’s Marketing Trends Report, marketers are doubling down on content that reflects brand values and taps into culturally relevant moments, especially with younger audiences in mind. Gen Z and Millennials are now the top target demographics for marketers, while attempts to reach Gen X and Boomers have dropped sharply.

Brands are also prioritizing content that feels real. Funny, relatable posts continue to drive the highest ROI — and 76% of marketers say authentic content consistently outperforms polished, highly produced assets.

In other words, aligning with culture and being country wise email marketing list yourself is a powerful, strategic move.

Corcoran adds, “In the beginning, there was a little bit of the 'let's try everything' method because it was uncharted. So we decided to test a lot: Does our audience gravitate to a Barbie meme? Are we rubbing people the wrong way if we lean into grammatical errors because that's how Gen Z types?”

Now, before Corcoran's team posts anything, they ask themselves three questions:

Who is this for?
What's the HubSpot way in?
How can we connect it to culture?
If they can strike those three things well, they typically find success. But, as Corcoran points out, they don‘t crush it every time — and they’re still learning.

You might be surprised by what types of content perform best with your audience, so testing is key.
When HubSpot recently won a G2 award, Corcoran’s team tested two approaches. They started by posting a traditional, official asset to highlight the win, and it quickly gained traction through shares.