Get a better understanding of customers and their needs.

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There is no one-size-fits-all approach to effective lead generation. To improve your lead generation strategy, you might test out new landing pages or calls to action. Try creating stronger offers or re-focus your efforts on more powerful lead nurturing campaigns.

It’s also important to continually test new platforms — like TikTok or podcasting — to reach new audiences.

Reflecting on revenue as a goal, Michelle Keene, Vice President of Product Marketing at Rocket Lawyer, told me when years are “expected to be dominated by economic uncertainty, the shift to profitable growth [rather than growth at all costs] will only be accelerated — moving from a nice idea to a requirement.”

To combat this challenge, Keene offers five key principles for marketing leaders to follow:

Move from a revenue-only goal to a revenue and cost-of-acquisition goal.
Find technology solutions that enable CAC measurement at the program level.
Evolve your marketing attribution models.
Deeply understand your target audiences and their ecuador phone number material needs to deliver the right messages at the right time.
Encourage ongoing deployment of hypothesis-driven experiments and optimizations.
Graphic showing quote from Michelle Keene, VP of Product Marketing at Rocket Lawyer

She added, “As a marketing leader, I embrace this challenge, prioritizing efficient growth. While any mindset shift is challenging, the benefits far outweigh the change management costs."

"It can transform the way senior executives view marketing — not as an expense, but as an investment — which is really empowering and energizing for me.”

Next, marketers leaders ranked “getting a better understanding of customers and their needs” as their second biggest priority in 2025.

This makes sense, considering they also said the industry's biggest change in the past 12 months has been an increased focus on the customer and their experience with brands.