Latest / The Marketing Career Podcast with Fexingo: Marketing Jobs, Skills, and Career Growth / Why Marketing Certifications Are Losing Value in 2026
Transcript
- Lucas: So, Luna, I want to talk about something that's been bugging me for a while, and I think it's a real issue for anyone trying to break into or advance in marketing right now. Luna: I'm listening. What's on your mind? Lucas: Marketing certifications. Specifically, the ones from Google, HubSpot, Meta — the big platforms. For years, they were seen as a must-have on a resume. But I'm seeing more and more hiring managers say they don't really care about them anymore. Some even say a stack of certifications is a yellow flag. Luna: A yellow flag? That's strong. But I've noticed it too. I was talking to a marketing director at a B2B SaaS company last week — she said she'd rather see a candidate's personal blog or a case study they wrote than a Google Analytics certification. Lucas: Exactly. And there's data to back this up. A survey from earlier this year — conducted by the Marketing Hiring Institute, which polled about 500 marketing directors and VPs across the US — found that 62 percent of them said portfolio evidence was more important than certification completion when evaluating a candidate. Luna: That's a big number. So the pendulum is swinging away from badge collecting. Lucas: Right. And I think it's partly because the certifications themselves have become commoditized. Anyone can binge-watch a course over a weekend and pass the exam. The pass rates are often over 80 percent. So they don't really signal anything about your ability to actually do the work. Luna: But aren't they still useful as a baseline? Like, if I'm hiring for a junior role, and I have two candidates with no experience, the one with a HubSpot certification at least shows some initiative. Lucas: That's a fair point. And I don't think certifications are completely worthless. But the survey also asked hiring managers what they actually look for in a portfolio. The top three things were: a measurable impact — like 'increased email open rates by 25 percent' — a clear articulation of strategy, and examples of cross-channel thinking. Luna: So it's about showing your thought process, not just the result. Lucas: Precisely. And I think the reason certifications are losing value is they test memorization, not application. For instance, the Google Ads certification asks you to recall the difference between broad match and phrase match. But it doesn't ask you to build a campaign from scratch, set a budget, analyze performance data, and then optimize. Luna: I remember when I was studying for the HubSpot inbound certification years ago. It was all theory — 'what is a buyer persona?' — and very little about how to actually create content that converts. Lucas: Yeah. And that's the gap. So what I'm seeing more of is what I'd call 'portfolio-based hiring.' Companies are asking for work samples, case studies, or even a paid trial project as part of the interview process. Luna: I've heard of some startups doing that. Paying candidates for a two-week project to see how they work. It's more expensive for the company, but they get a much better signal. Lucas: And for candidates, it's a chance to demonstrate real skills. But the tricky part is, if you're early in your career, how do you build a portfolio without a job? That's the chicken and egg problem. Luna: Right. So what's your advice for someone listening who's thinking, 'I've got five certifications and no portfolio'? Lucas: First, I'd say don't panic. Certifications aren't hurting you — they're just not helping as much as you think. But start building something real today. It could be a blog where you analyze marketing campaigns, a small newsletter you grow from zero, or even a mock campaign for a fictional brand. Luna: Or volunteer to do marketing for a local nonprofit. That's a great way to get real results you can point to. Lucas: Absolutely. And document everything. Show the before and after. Show your reasoning. That kind of portfolio will beat a list of certifications every time. Luna: You know, it's interesting — this connects to something we've talked about before on the show. The idea that marketing is becoming less about knowing the tools and more about strategic thinking. Lucas: Yeah, and the tools change so fast anyway. The Google Analytics certification from two years ago is already outdated. But the ability to ask the right questions — 'what data do I need to make this decision?' — that never goes out of style. Luna: That's a really good way to put it. So for our listeners, the takeaway is: invest time in projects that produce tangible outcomes, not just badges. Lucas: Exactly. And if these kinds of marketing career conversations have sparked something you've actually used — maybe you revamped your portfolio, or you tried a new approach to a campaign — I'll just say that listener support is what keeps this show ad-free and independent. Luna: Yeah, a couple of dollars a month genuinely makes a difference. It helps us cover research, hosting, and the time it takes to dig into topics like this. Lucas: If you've gotten something out of the show, you can find us at buy me a coffee dot com slash fexingo. No pressure, but it's appreciated. Luna: Alright, back to the topic. So we've talked about why certifications are losing value. But I'm curious — are there any certifications that still carry weight? Lucas: Great question. The ones that require a proctored exam and have a lower pass rate tend to hold more value. For example, the Google Analytics Individual Qualification, or GAIQ, is still respected because it's not just a multiple-choice quiz — it requires a deeper understanding. Luna: What about something like the Salesforce Marketing Cloud certification? That's a specific platform credential. Lucas: That's a different animal. Platform-specific certifications can be valuable if you're applying for a role that uses that exact tool. But even then, employers want to see that you've actually used it in a real-world context. Luna: So it's not that certifications are dead. It's that they're no longer a differentiator on their own. Lucas: Right. They're table stakes, at best. And sometimes not even that. I've talked to recruiters who say they skip over candidates who have too many certifications because it looks like they're collecting them instead of building experience. Luna: Ouch. That's harsh, but I can see the logic. So what should a marketer do if they're currently employed but want to future-proof their career? Lucas: Start a side project. Or ask to take on a project at work that you can own from start to finish. Then document the results. Write a case study. Share it on LinkedIn. That becomes your portfolio. Luna: And then if you do want to get certified, pick one that aligns with that project. That way, the certification supports the story you're telling, rather than being the story itself. Lucas: Exactly. I think the key shift is from 'I know this' to 'I did this.' And employers in 2026 are increasingly demanding proof of the latter. Luna: It's a healthier approach, honestly. It rewards real skill and creativity over the ability to pass a test. Lucas: Yeah. And I think that's a positive trend for the industry as a whole. It raises the bar and makes marketing more meritocratic. Luna: Well said. So for anyone listening, the message is clear: put your energy into doing, not just studying. Lucas: And if you've already got a portfolio, great. But if you don't, today's a good day to start.