Only 14% of teams segment or personalise at least half of their content

Lists and segmentation

14%

of teams segment or personalise at least half of their content

Reader Note:: Self-reported. The threshold is "at least half of their content", so this says nothing about the many teams doing some personalisation on less than half - 53% use basic personalisation such as a name in an email and 47% use audience segmentation. Read against the 93% who say personalisation improves leads or purchases: the gap between believing it works and doing it at scale is the actual finding.
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.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source says how much it looked at, but not how any of it was chosen.