In the fast-paced and ever-evolving field of marketing, professionals often find themselves wearing multiple hats, from creating engaging content to strategizing large-scale campaigns. Despite their critical roles, many marketing professionals feel undercompensated for their efforts. This sentiment was echoed in a survey for CMI’s 2025 Career Outlook: Content and Marketing Professionals, which revealed that many marketers believe they are underpaid by about 20% on average. Given that the average U.S. marketer earns $108,380 per year, this disparity represents a significant amount of money. While switching jobs is a surefire way to achieve such a substantial increase, there are steps you can take to negotiate a raise within your current role.
1. Conduct External Research
Before approaching your employer with a request for a raise, it’s essential to conduct thorough external research to understand the market. Investigate what professionals in similar roles and industries are earning. This step is crucial because it allows you to benchmark your current salary against industry standards and gather relevant data to support your case.
Take advantage of salary transparency laws, which require companies to publish salary ranges in their job postings. States like California, Colorado, Connecticut, Maryland, Nevada, and cities like New York City have implemented these laws. By examining job postings on platforms like LinkedIn, industry job boards, and employment sites, you can gauge the compensation being offered for roles similar to yours. This comparison will help you determine if your responsibilities align with the job descriptions and compensation of the roles you find.
Additionally, salary benchmark reports are an invaluable resource. While they may offer more general data, these reports provide credible and cumulative insights into industry salary trends. For example, CMI research indicates that while the average U.S. marketer earns $108,380 per year, higher rates are seen in major urban centers like Boston and San Francisco, where the average salary is $122,265. In contrast, other locations average $93,737. By reviewing these benchmarks for various roles (e.g., directors averaging $146,901, managers $102,914, and individual roles $89,455), you can better understand where your salary stands relative to the industry average.
Another useful tool is the salary calculator from recruiting agencies like Creative Circle. By selecting your job title and location, the tool reveals both the average pay and the desired salary based on candidate preferences. This data, sourced from Creative Circle’s clients and job applicants, can provide additional insights to bolster your case.
2. Prepare Internally
Once you have a clear understanding of the external market, it’s time to prepare internally. Assess the financial health of your employer to determine whether the company is in a position to grant raises. According to CMI’s research, 33% of marketers reported that their companies had laid off employees in the past year. If your company is among those that have implemented layoffs, a raise might be unlikely unless your role has expanded significantly. However, if layoffs haven’t affected your company, you may have a better chance of securing a raise.
Next, evaluate the impact of content and marketing on the business. The greater the influence of your efforts on the company’s bottom line, the stronger your case for a raise. Reflect on your specific contributions and achievements, focusing on measurable results. Nikola Baldikov, CEO, and founder of Inbound Blogging, emphasizes the importance of showcasing the difference you’ve made. Clear examples backed by metrics are particularly effective, as they connect your work directly to the company’s success. Documenting positive feedback, metrics, and significant results in a bullet-point list can be advantageous when you’re ready to present your case or update your resume.
Additionally, consider highlighting any new skills or tools you’ve acquired, such as proficiency in AI, that can enhance your performance and increase your value to the company. This forward-looking perspective demonstrates your commitment to driving results and improving your contribution to the business.
3. Build a Support Network
Building a support network within your organization can significantly strengthen your case for a raise. Cultivate relationships with colleagues and supervisors who can vouch for your contributions and advocate on your behalf. This proactive approach helps you gain allies who understand your value and can provide meaningful endorsements.
Steve Rose, a product manager and former vice president at Intent, suggests aggressively cultivating your support base over time. If your supporters feel comfortable doing so, ask them to send statements to your boss about your performance and improvement. These endorsements can provide powerful testimony of your contributions and help demonstrate your value to the company.
If asking for direct statements seems daunting, consider requesting recommendations on your LinkedIn profile. These endorsements can later be compiled and leveraged when making your salary request. By securing positive testimonials from those with whom you work closely, you can build a compelling case that showcases your impact and dedication.
4. Get Ready for the Discussion
With your external research completed and internal preparation in place, the next step is to get ready for the discussion with your employer. Focus on the value you bring to the company rather than personal reasons for seeking a raise. Jay Egger, senior manager at SBG Funding, advises putting the spotlight on how your contributions have benefited the business and emphasizing the tangible results of your efforts.
It’s important to understand that your direct manager may not be the sole decision-maker regarding your raise. Therefore, your goal should be to make it easier for them to advocate for your request. A well-researched and structured case can help your manager present your argument to higher-ups more effectively. To build your confidence, rehearse the conversation, considering various scenarios and questions your employer might ask.
When making your request, be specific and realistic. Don’t let your employer make the first offer; instead, present a salary figure based on your research and the value you bring to the team. Typically, a 3% raise is standard for maintaining the same responsibilities, while anything over 5% is considered exceptional. If your role has expanded significantly, such as an increase in travel requirements, a 10% to 20% raise might be justifiable.
If your research indicates a substantial gap between your salary and the industry standard, prepare for a more extensive discussion. Addressing a significant discrepancy may require the employer to review compensation for other similarly underpaid roles in the company. When framing your request, focus not only on past achievements but also on your future contributions. Present fresh ideas, campaigns, and ways you plan to take on greater responsibilities, aligning your vision with the company’s goals.
Remember, your supervisor may not be able to approve your request immediately. They might need time to revisit their budget, reflect on your points, or consult with their superiors. Therefore, conclude the conversation by setting follow-up expectations. Indicate that you understand they may need time and that you will check in after a week or two to follow up. This strategy demonstrates your leadership and initiative, encouraging a more proactive response.
5. Plan for Alternatives
Even with the best preparation, there is always the possibility that your request for a raise may be denied. In such cases, it’s essential to have a backup plan and be ready to negotiate alternative benefits or perks. The key is to remain flexible and open to different possibilities that can enhance your overall job satisfaction and work-life balance.
If your request for a raise is turned down, consider negotiating for additional paid time off. More vacation days can provide you with the rest and relaxation needed to maintain productivity and job satisfaction. Alternatively, you might suggest a performance-based bonus linked to specific benchmarks. This approach aligns your financial rewards with the company’s success.
Other perks can also enhance your work environment and personal well-being. For instance, you might ask for permission to bring a pet to the office on certain days or request a standing desk to improve your workspace ergonomics. Enhanced titles, continuing education plans, and even control of the AC unit in your department are potential benefits to consider.
It’s important to think creatively and be prepared to propose alternative arrangements that can compensate for the lack of a salary increase. By presenting well-thought-out alternatives, you demonstrate your commitment to finding mutually beneficial solutions, reinforcing your dedication to the company.
6. Prepare for Future Requests
In the dynamic and ever-changing field of marketing, professionals often juggle various responsibilities, ranging from creating compelling content to devising large-scale strategic campaigns. Despite their vital roles, many marketing professionals feel they are not being compensated adequately for their hard work. This feeling was confirmed by a survey conducted for CMI’s 2025 Career Outlook: Content and Marketing Professionals. The survey found that many marketers believe they are underpaid by approximately 20% on average. Considering that the average salary for a marketer in the U.S. is $108,380 per year, this perceived underpayment translates to a substantial difference in income.
While one sure way to achieve a significant salary increase is to switch jobs, there are effective strategies you can use to negotiate a raise in your current position. Begin by conducting comprehensive research on industry salary standards to determine if your compensation aligns with market rates. Prepare a list of your accomplishments and their impact on the company to present during your negotiation. Additionally, work on building a strong case by highlighting your unique skills and contributions that set you apart from your peers. Strengthening your relationship with your supervisor and demonstrating your long-term commitment to the organization can also bolster your chances of receiving a raise. It’s crucial to approach the negotiation process with confidence and a clear understanding of your value to the company.
