What’s Actually Working in Marketing Right Now?

There’s always a new “big thing” in marketing—shiny tools, trendy buzzwords, or the latest social media platform everyone swears by. But what’s really making an impact right now?



I’ve been paying close attention to what top brands, startups, and solo creators are doing behind the scenes. Here are a few trends I keep seeing again and again—the ones that aren't just hype but are genuinely moving the needle.

Let’s Talk Data That Makes Sense

Clean data is winning. More marketing teams are hitting pause—not to come up with flashier ideas, but to fix their foundation. That means cleaning up CRMs, removing outdated contacts, merging duplicate entries, and getting clearer on what actually defines a “qualified lead.”

Some teams are seeing surprising results just from doing a deep clean.

Take this example: A B2B company did a basic CRM cleanup—no flashy new strategy, just deleting old leads and segmenting better. Their email open rates jumped from 14% to 27% overnight. Nothing else changed.

Turns out, sending the right message to the right people still works wonders.

Smaller, Smarter Campaigns Are Winning

We’re seeing a shift away from massive, one-shot campaigns. Instead, brands are breaking things down into micro-tests with faster feedback loops.



Think:

• A/B testing Instagram Stories with slightly different hooks
• Sending two different email subject lines to a test segment before a full blast
• Running 3 short TikTok ads instead of one overproduced YouTube video

Here’s a real story: A SaaS team I talked to recently ran five ad variations, each with just $100 in spend. One ad outperformed the others by a mile and became the template for their entire Q2 strategy—yielding a 6x better return than their original “big idea.”

It's not just clever—this kind of nimble approach is becoming the norm.

Automation Isn’t Just for Techies Anymore

We’re past the era of hyper-produced, heavily scripted content dominating feeds. Audiences want honesty. They want faces. They want flaws.

You’ve probably noticed this too—whether it’s:

• Founders filming casual videos on their phones
• Brands sharing screenshots of real customer convos
• Unfiltered, behind-the-scenes Instagram Reels

And no surprise here:

Need a great example? Look at Duolingo’s TikTok. It’s unhinged, chaotic, and zero percent polished. Their giant green owl dances to trends, roasts users, and does whatever’s funny in the moment. It works—because it feels real. People love it, and yes, it drives app installs.

Your Website Isn’t Your Only Funnel Anymore

Here’s a big shift: conversion isn’t always happening on your website anymore.

More and more sales are starting (and finishing) in the DMs, in the comments, or through quick story replies. The customer journey is messier—and more direct.

What’s working now:

• B2B founders closing deals from LinkedIn comments
• Ecommerce shops dropping product links directly in Instagram DMs
• Creators pinning CTAs in comment sections (Learn more, Download our free guide, and etc.)

Example: A skincare brand recently ran a Reel offering a discount if people DMed the word Glow. Within 24 hours, they got over 800 DMs—and converted 32% into paying customers. No landing page. No funnel. Just a clear offer and a fast path to action.

The takeaway? People don’t always want to fill out forms or wait for a drip email. Sometimes, they just want to message you.

Wrap-Up: Stay Curious, Stay Nimble

There’s no one-size-fits-all formula. What works for a Gen Z beauty brand might totally flop for an enterprise software company.

But here’s the common thread I’m seeing across the board:

The best marketers right now are curious, fast on their feet, and unafraid to try something different.

If you’re building campaigns this quarter, ask yourself:

• Is our data giving us clarity of chaos?
• Are we trying small things fast enough?
• Does this content feel human or robotic?
• Are we missing conversions in our DMs?

Marketing isn’t about chasing trends—it’s about following what’s actually working. 

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