Job 1: Customer Conversions

About seven of every 10 North American marketers – 71 percent - say converting contracts or leads into customers is their top priority over the next 12 months. Right behind? Growing website traffic, cited by 58 percent of survey respondents, followed by proving the ROI of marketing activities, at 47 percent, then boosting revenue from existing customers, at 43 percent.

"Over the years, proving marketing ROI has consistently been a challenge for marketers," HubSpot said in its report.

Yet, an emphasis on digital marketing is allowing marketing organizations to more easily determine ROI.