Reflecting on Your Marketing: What Worked and What Didn’t in 2025

Why Reflection Is Key to Growth

As 2025 comes to a close, now is the perfect time to take a step back and assess your marketing efforts. Reflecting on what worked and what didn’t isn’t just an exercise in accountability—it’s the foundation for making smarter, more impactful decisions moving forward. By identifying your successes and pinpointing areas for improvement, you can refine your strategy for 2026 and beyond.

Here’s a step-by-step guide to evaluating your marketing performance and preparing for a successful year ahead.

Step 1: Review Your Goals and KPIs

Start by revisiting the goals you set at the beginning of 2025. Ask yourself:

  • Did we achieve our marketing goals?

  • Which key performance indicators (KPIs) showed progress?

  • Were the goals realistic and aligned with overall business objectives?

Common KPIs to evaluate include:

  • Website traffic.

  • Lead generation and conversion rates.

  • Social media engagement.

  • Email open and click-through rates.

  • Return on investment (ROI) for paid campaigns.

Step 2: Identify What Worked

Take note of the campaigns, channels, and tactics that delivered the best results. Look for patterns in your data to uncover why they were successful.

Questions to Ask:

  • Which marketing channels drove the most traffic and conversions?

  • What content types (e.g., blogs, videos, infographics) resonated most with your audience?

  • Did any specific promotions or campaigns outperform expectations?

Actionable Tip:

Create a “Wins” list to document your top-performing strategies. These will serve as the foundation for your 2026 marketing plan.

Step 3: Acknowledge What Didn’t Work

No marketing plan is flawless, and that’s okay. The key is to learn from your missteps. Pinpoint campaigns or tactics that fell short and analyze why.

Questions to Ask:

  • Were there channels or campaigns that didn’t meet expectations?

  • Was the messaging clear and compelling?

  • Did budget or resource constraints impact performance?

Actionable Tip:

Identify recurring challenges or bottlenecks and brainstorm solutions. For example, if social media engagement was low, consider whether the content format or posting schedule needs adjustment.

Step 4: Gather Feedback

Your internal team and customers can offer valuable insights into your marketing efforts.

Internal Team Feedback:

  • What challenges did the team face in executing campaigns?

  • Were there tools or processes that could be improved?

Customer Feedback:

  • What feedback did customers provide about your marketing?

  • Did reviews or surveys reveal common themes about your messaging or offers?

Step 5: Analyze Your Budget

Assess how effectively you allocated your marketing budget in 2025.

Questions to Ask:

  • Which investments delivered the highest ROI?

  • Were there areas where spending exceeded results?

  • Are there opportunities to reallocate funds for better impact?

Actionable Tip:

Create a budget breakdown to highlight cost-effective strategies and areas where spending can be optimized.

Step 6: Highlight Emerging Trends

The marketing landscape evolves quickly. Reflect on how trends influenced your 2025 strategy and what’s on the horizon for 2026.

Questions to Consider:

  • Did AI, video content, or social media trends impact your success?

  • Are there new platforms or tools worth exploring next year?

Step 7: Build a Roadmap for 2026

Use the insights from your reflection to create a roadmap for the upcoming year. Focus on:

  • Doubling down on what worked.

  • Addressing gaps and challenges.

  • Setting realistic, measurable goals for 2026.

Common Mistakes to Avoid

  1. Skipping the Data Analysis: Reflection without data leads to assumptions, not actionable insights.

  2. Focusing Only on Failures: Celebrate your wins and use them as a foundation for future success.

  3. Repeating What Didn’t Work: If a tactic consistently underperforms, it’s time to pivot.

Turning Reflection Into Action

Reflection isn’t just about looking back—it’s about looking forward. By analyzing your 2025 marketing efforts, you can build a stronger, more effective strategy for 2026. Remember, the key to growth is learning from both successes and setbacks.

Need help analyzing your marketing performance and planning for the future? No Bullshit Marketing specializes in data-driven strategies that deliver results. Let’s set your business up for a winning 2026!

Ann Brennan