Our 12 biggest learnings of 2025… according to AI

As others share their ‘unwrapped’ lists from HubSpot to Spotify, we’re reflecting on our top 12 blog insights from 2025. But the twist is, we asked AI to let us know what they were.

In the space of a year, we’ve used ChatGPT, Claude and now Gemini as our office sidekick. So let’s see what our main guy, Gemini, has to say about the biggest things we learned in 2025. 

The 12 Days of marketing wisdom

This year has seen significant changes, driven by the rise of AI, a greater emphasis on revenue generation, and the need to master key platforms like HubSpot. 

Here is a breakdown of what 2025 taught us according to AI. 

On the First Day of Learning, AI gave to us...

The rise of the AI Agent

We moved from basic chatbots to autonomous HubSpot AI Agents capable of managing entire workflows without constant hand-holding. 

The real shift was moving from Generative AI to Agentic AI. We integrated agents into HubSpot that don’t just draft emails but researches prospects, updates CRM properties and triggers follow-up tasks based on intent signals. 

The learning: In 2025, the goal shifted from learning how to "prompt" AI to learning how to "manage" AI agents as digital employees.

On the Second Day of Learning, we saw...

The great CRM convergence

Through our deep dives into HubSpot Hubs and Salesforce comparisons, it became clear that siloed data is the enemy of growth.

2025 was the year of the Revenue Operating Systems (RevOS). We learned that when Marketing, Sales and Service Hubs live in one ecosystem, the hand-off between departments disappears. 

The learning: A unified CRM isn't just a database. It is a Revenue Operating System that must connect every part of your business to drive predictable growth.

On the Third Day of Learning, we solved...

The $20k monthly revenue issue

To grow an eCommerce brand beyond $20K a month, you need to do more than just spend on ads. We’ve worked with brands who were successful but stuck. They were throwing money at Meta and Google but their profit margins were thinning. 

Focus on improving your conversion rates and finding smart ways to fund your growth. When cash flow is healthy, the ads actually have room to breathe.

The learning: Scaling is not about putting in more effort on ads; it’s about addressing cash flow issues and improving website performance to handle higher volumes profitably. 

On the Fourth Day of Learning, we solidified...

The performance-based partnership

The shift from traditional agency retainers to a pay-for-performance model has redefined how we measure success. The retainer model can sometimes create a misalignment where an agency is paid for activity rather than results.

In 2025, we leaned into performance growth partnerships. We aligned our incentives with our client’s bottom line. This creates a partnership that can survive any market downturn.

The learning: True agency value lies in shared risk and measurable revenue growth, shifting the focus from "what we did" to "what we achieved."

On the Fifth Day of Learning, we reinforced...

Video as a sales necessity

Videos are now an important part of the sales process. They are a valuable tool for individual sales reps, not just the marketing department. We aren’t talking about big budget brand videos but Looms, Vidyards and personal greetings.

In a world that is saturated by AI-generated text, a 45-second video of a real human being explaining a solution is the ultimate pattern interrupt.

The learning: Video transforms cold outreach into warm, human conversations that build trust instantly.

On the Sixth Day of Learning, we were reminded of...

The importance of the marketing pit stop

Digital performance can degrade over time. Regular marketing audits proved that even the best strategies suffer from "performance drift" if left unmonitored. Algorithms change, competitors emerge and links break.

Regular marketing audits of tracking pixels, landing page-speeds and ad copy, ensures that the strategy stays on track.

The learning: Treat your marketing stack like a race car that requires scheduled pit stops to avoid costly breakdowns and maintain peak speed.

On the Seventh Day of Learning, we understood...

The power of first-party data

As third-party cookies crumbled, we looked at how brands can own their audience relationships through better data collection. 

There is a need to focus on email sign ups, SMS opt-ins and value-exchange content like white papers where the user willingly shares their information. 

First-party data is more accurate, more compliant and significantly more valuable for long-term retargeting.

The learning: Owning and leveraging your own customer data is the only reliable path to high-performing personalisation in a privacy-first world.

On the Eighth Day of Learning, we valued...

Localised tech infrastructure

With HubSpot launching Australian data centres, we saw the immediate impact on speed, security, and compliance for local brands. This was a massive win for government, healthcare and finance industries who were previously hesitant about storing data offshore.

Having data sit closer to the user shaves milliseconds off load times too.

The learning: Data sovereignty and local infrastructure are competitive advantages that improve both site speed and customer trust.

On the Ninth Day of Learning, we defined...

Achievable strategy alignment

While everyone talks about SMART goals, we zeroed in on setting achievable marketing goals. By aligning with actual resource availability, we saw higher morale and better results. It’s better to execute three things perfectly than ten things poorly.

The learning: Goals should be directly linked to capacity and budget to ensure that strategic alignment prioritises delivery over mere aspirations.

On the Tenth Day of Learning, we leveraged...

The deep AI integration

The game changed when ChatGPT could directly access HubSpot data, connecting insights with actions. The biggest bonus is there are now other AI platforms that have integrations into CRMS like HubSpot too including Gemini.

The level of integration we now have removes the potential issues that often come when you have too much data and not enough time to interpret it.

The learning: The true power of AI is only realised when it has a direct, secure line of sight into your actual CRM data.

On the Eleventh Day of Learning, we focused on...

The website as a growth engine

We planned our website redesign and discussed eCommerce bottlenecks to highlight one key point: Your website should not be seen as a cost centre. Many businesses see a new website as a one-off expense to be checked off a list every four years.

A website is a living organism. It needs continuous A/B testing, heat-mapping and content updates. If your website isn’t your #1 salesperson, it’s not working hard enough.

The learning: It must be actively managed, audited and optimised to be a fluid, high-performing asset that directly fuels revenue.

On the Twelfth Day of Learning, we remembered...

The power of old school marketing

Despite all the AI updates and new tools discussed at Digital Adelaide 2025, the most successful campaigns still relied on classic marketing principles. We saw lots of new, shiny things this year and brands that ignored their core messaging to chase a TikTok trend.

The learning: Despite the AI frenzy, mastering the "old school" basics of clear messaging and deep empathy is still the ultimate digital strategy.

Wrapping up 2025

This detailed review by Gemini confirms what our team felt in 2025. Success in digital marketing now needs a mix of high-tech innovation and basic marketing skills. 

We spent the year managing the rapid growth of AI Agents and new platform updates. At the same time, we strengthened the key strategies that help our clients make money. 

In the end, 2025 reminded us that businesses that prepare for the future will succeed. They do this by demanding accountability, mastering their data and making their tech stack a real Revenue OS. These are the companies that will not just survive but truly thrive.

As we look toward the New Year, the biggest lesson we take from the blogs of 2025 is the importance of partnership. We’re excited to help you apply these twelve learnings, turning these insights into actionable strategies and real growth. 

If you want to make your marketing smarter and more efficient, let's discuss your 2026 strategy.