Our newsletterVendor reportHubSpot, 2026
Enterprise marketers say brand awareness campaigns and customer experience alignment tie for the best branding ROI
Channel mix & planning
Enterprise: branding investments with highest ROI
Enterprise: branding investments with highest ROI| Branding investment | Share of marketers naming it highest-ROI (%) |
|---|---|
| Brand awareness campaigns | 26% |
| Customer experience alignment with brand promises | 26% |
| Brand messaging framework development | 21% |
| Visual identity system | 12% |
| Internal brand culture initiatives | 7% |
| Brand partnership or sponsorship opportunities | 6% |
| We don't measure ROI on brand investments | 2% |
- Reader Note:
- Both sit at exactly 26%, so the tie is precise rather than approximate, and both fall below the 29% that brand awareness takes in the overall answer — enterprise marketers are more divided than the market as a whole. This is which investment they believe returns most, not measured return.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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