How TikTok, Canva, & Other Top Marketing Teams Outperform the Rest [New Data]

Imagine trying to describe a giraffe to someone whose never seen one.

Maybe I’d say something like this: “Well, it has brown patches that look a little like puzzle pieces; a long, 6-foot-tall neck, and skinny legs.”

This description is close enough, sure, but it doesn’t quite capture the sensation of seeing one in real life.

Which is how I feel about high-performing marketing teams: Hard to describe, but easy to spot.

The best way to improve, in any sport or category, is by learning from the best. So I‘ve uncovered the seven surprising ways top-performing marketing teams are winning in 2025, based on HubSpot’s 2025 State of Marketing report — and why others are missing the mark.

Plus, keep reading to hear from marketers at TikTok and Canva at how they incorporate these lessons into their own workflow.

1. High-performing teams will focus on value-aligned brand content.

In 2024, roughly 40% of marketers focused on their customer’s experience with their brand.

This year, they’re doubling down on these efforts, with almost one-fourth of marketers investing in content that reflects their brand values.

Why? Because we’ve seen younger audiences in particular prefer value-driven marketing — and many marketers are more interested than ever in reaching Gen Z and Millennial consumers.

Consider Patagonia’s “Unfashionable” ad, which launched in April 2024. The video goes against typical marketing best practices by actively asking consumers to stop buying so much clothing. The video doesn‘t promote a new product. Instead, it promotes Patagonia’s values.

I watched the video and found myself more drawn to Patagonia‘s products than before – because, in buying their clothing, I feel like I’ll be investing in something meaningful.

That’s the power of value-driven content.